Preparing a Successful Kickstarter
What research goes into planning a Kickstarter? How do we manage our expectations for a campaign?
I always wanted to be a writer, specifically for comics books. When I was fifteen, I got a job so I could hire artists Kurt Belcher and Scott Twells (whom I’m friends with to this day, over ten years later) to draw out my tales. I evolved along the way as did my self-publishing endeavors. It was time to do some crowdfunding and run a Kickstarter!
When pursuing a creative endeavor, you’ll learn a lot about life along the way. This was the case when I launched my first Kickstarter campaign. No matter what you do, you have expectations. “X, Y, Z must happen, or I’m doomed to fail.” It’s been many years, and I don’t remember 100% what I expected when I started out, but I do know the way I looked at life got flipped and turned upside down.
I wish I had known to do my research before diving into my first Kickstarter. I think I actually lost money on my first Kickstarter because I didn’t factor in several things. I had a rough guesstimate. I didn’t shop around on my shipping materials or shipping methods. I didn’t calculate my expenses beforehand. I didn’t get exact numbers and it cost me hundreds of dollars.
I also didn’t do enough research on the printing end. This led to the printing process being more complicated than I had anticipated. Luckily, I had friends that could help me. But when you rely on someone else you also rely on their schedule. This put the production of the book months behind. I felt useless. I wish I knew to ask for help. Never be afraid to ask for help.
When it comes to planning ahead, you need to have a marketing strategy. It doesn’t have to be done by a professional but have an idea how you are going to promote the product you care deeply about. Since a big part of my fanbase had no idea what a Kickstarter, or crowdfunding, was, I printed out a flier with promo art and an explanation of what I was doing. Don’t underestimate your local supporters. I dropped flyers off at people’s houses and kept copies on me when I was at work in case I ran into someone.
Social media can be a great marketing strategy. Facebook Live or going live on Instagram can help people know what’s going on, even though you have to fight the algorithm. Check out what other people are doing on Kickstarter for similar products as yours. Don’t copy them to a T, but borrow and tweak to create a plan perfect for you.
Going into my first Kickstarter campaign, I had in my head that I knew who would back the Kickstarter, and who wouldn't. I was oh, so very wrong. I had people whom I considered my inner circle not back the campaign. Not even for a single dollar. I had family members who had pushed me to pursue my dreams of becoming a professional author stick up their nose the second it required anything out of them.
However, something else happened I could never have predicted. People backed me who I hadn’t talked to in years. I got messages saying how excited they were to read my work. The power of social media (for once) was working for good! People who had no interest in comics backed and told me, “Even though I’m not a fan of comics I’m happy to help.” I knew many of these people wouldn’t actually read my comic, but the gesture of spending money on it, especially when many would not, meant the world to me.
The support of people is a lesson which is repeatedly reinforced on my journey as a creative. I learned that some people don’t care about your dream, but I also learned a lot of people DO care about your dream. At the end of the day, it’s your dream, and ultimately it doesn't matter what others think. Support is something which is great to have but don’t expect it. Many people don’t hold the arts in high regards while others don’t understand how important making art is to you. My advice, you’re the only person who can get you to quit on your dreams. So, take in the good, ignore the bad and don’t get in your own head.
Fight for your dreams, but if you want to win, have a plan. Use that plan and always be ready to expect the unexpected.
My name is Austin Allen Hamblin, and I am a comic book writer from small town Iowa. I’ve written a bunch of comics you’ve never heard of including The Adventures of Punk and Rock, Steel Wool, The Headless Hitman, and Smile if you Farted. I have written for Image Comics, and I have been living off of that glory ever since. I have two cats, Bella and General, and currently am losing my mind. You can find out all about me at www.hamblincomics.com
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I didn’t even realize you tag me in this way! Dylan you rule!