When you set up your campaign on your crowdfunding platform, there should be a way for you to get your site completely ready without actually launching it. Remember – never make your campaign page “live” prior to the actual kickoff date!

Likewise, you should keep in mind that the object of any successful launch is to get donations, and get them fast. Most people are unlikely to donate to a campaign that has not already been funded a substantial amount. So, you should make it your goal to get 30% of your funding soon after you launch.

Research has shown that 30% is the amount usually required to encourage the average visitor to your campaign to donate. Campaigns that do not reach 30% within the first week of their campaign are far less likely to reach their goal.*

While it’s impossible to predict the results of your campaign ahead of time, most campaigns follow a “reverse bell curve” pattern of funding, where the vast majority of the money comes in at the beginning and at the end of the campaign. So, if you do not start strong, it’s unlikely that you will be able to “catch up” in the middle of the campaign, and you will probably finish without reaching your target amount. Your launch strategy should therefore focus heavily on getting that initial 30 percent.

Forty percent of the revenue you raise will be donated in the first-three and last-three days of your campaign.*

At this point, you should have an “inner circle” of reliable donors in an email list, phone list and/or mailing list. You should also have marketing material ready to publish once the campaign launches. This includes social media posts, flyers, posters, news ads, press releases, etc.

* Statistic Source: Fundly


Deploying content on a regular basis through a variety of platforms (social media, blog posts, campaign updates, newsletters, phone calls, milestones, etc) can be a lot to manage. Let’s face it, it is a long campaign and things will get lost, post will be forgotten and content may become scarce.

So, as you go through the topics in this lesson, start mapping out an “editorial calendar”. On this calendar schedule each post, update, milestone, newsletter, email, etc. for the duration of your campaign. Then share this calendar with your team. I suggest using Google Calendar.

You may not follow the calendar to the exact day, but having an overview of your scheduled content will keep you focused on promoting your campaign and help you discover any gaps in your plan.

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