The Essential Pre-Launch Checklist for a Successful Crowdfunding Campaign
Launching a crowdfunding campaign is such an exciting journey, but let’s be real—it can also feel pretty overwhelming, especially if you’re diving in for the first time. There’s just so much to think about! So, where do you even begin? How do you decide what needs your focus during the pre-launch phase? That’s exactly what this checklist is here for. Follow along, step by step, and you’ll be setting yourself up for a smooth, successful launch.
But first, What is a pre-launch?
A pre-launch phase is all about laying the groundwork to maximize the success of your crowdfunding campaign. It’s the period before your campaign officially goes live and starts to collect payment from your backers. This phase is crucial because it allows creators to assess demand, engage potential backers early on, and build a community that’s excited to support the campaign once it launches.
Now, the list:
1. Define Your Campaign Goals
• Set a Funding Target: So, first things first—what’s your financial goal here? Think about the minimum you need to actually bring this project to life. What is the cost your production, team, fulfillment and returns, packaging, labeling, marketing and platform fees. Being realistic here is key, so you can cover all bases without setting yourself up for a stressful scramble later. It’s also good to define your profit margins and calculate how much you need post-campaign to scale.
• Establish Your Purpose: Why are you doing this? Are you aiming to create a new product, spread awareness, or maybe build a community around your idea? Defining this will be your compass; it’ll steer your decisions and keep you grounded in your campaign’s mission.
2. Research Your Audience
• Identify Your Ideal Backers: Who’s most likely to get behind your project? Are they tech geeks, art enthusiasts, or maybe eco-friendly advocates? Pinpointing this will allow you to tailor your message directly to those who are most likely to support you.
• Analyze Competitors: Take a look at some successful campaigns similar to yours. What did they do right? Spend a few minutes reading through their comments sections too—it’s a goldmine for understanding what resonated with their audience and what they could’ve done better.
• Understand your buyer’s identity and interests: Imagine a typical backer for your project. What are their interests? What problems are they looking to solve? Try to connect with people who you believe would be interested in your campaign, see if your assumptions were true, and then ensure that your message hits the mark.
3. Build Hype with a Pre-Launch Landing Page
Launching a pre-launch page is one of the smartest moves you can make when preparing for a crowdfunding campaign. It’s your opportunity to gather interest, build a community, and generate some buzz before the big day. Here’s how you can set it up and make the most out of the tools available, whether you’re launching on Kickstarter, Indiegogo, or using Fundlify’s Shopify plugin.
A) Choose the Right Tool for Your Pre-Launch Page
To start, you need a platform that lets you create a clean, simple, and engaging pre-launch landing page. There are plenty of options, and it’s important to pick one that fits your campaign’s needs:
• Kickstarter & Indiegogo: Both platforms offer built-in pre-launch pages that allow you to start collecting emails and building anticipation. On Kickstarter, for example, you can create a pre-launch page directly from your project dashboard. It’s a simple one-pager with a “Notify Me” button that people can use to sign up for alerts.
• Fundlify (Shopify Plugin): With the crowdfunding plugin I’ve developed for Shopify, you can set up a pre-launch directly on your store. This allows your backers to reserve rewards, similar to those in your live campaign, at an exclusive early-bird price without any upfront payment. Once the campaign officially starts, they can claim their rewards at the locked-in price. It’s a great way to test demand and gather valuable feedback before launching. Plus, you can run your entire campaign directly on your Shopify store, making it easier to manage and fulfill rewards.
• Third-Party Tools: If you want more customization or features, you can use tools like LeadPages, Unbounce, or ConvertKit to create landing pages with more control over design and functionality. These tools often integrate well with your email marketing platforms, making it easy to automate and track leads.
B) Set Up Your Pre-Launch Page
Now that you’ve chosen your tool, it’s time to set up your page. Here’s what you need to focus on:
• Headline: Make it clear and exciting. Tell people what your project is about in a way that sparks interest. For example, “Join us on a journey to bring sustainable fashion to life!”.
• Visuals: Incorporate engaging images or a short teaser video that showcases your product and mission. People are more likely to sign up when they can see something tangible and exciting. Ensure your visuals align with the narrative of your campaign’s story. There are many tools available, such as Figma, Canva, Adobe Spark, Invideo AI, iMovie, and Adobe Premiere. Keep your visuals clear and to the point, stay original with your concepts, and avoid getting overwhelmed by the vast capabilities of AI tools. Remember, simplicity is key.
• Description: Write a short, compelling description of your project. Explain why it matters and what problem it solves. Keep it simple and focus on how backers will benefit.
• Call to Action (CTA): This is the most important part. You need a strong CTA like “Sign up now to get exclusive early bird discounts!” or “Be the first to know when we launch.” Make it clear why they should give you their email address.
• Email Signup Form: Make this prominent and easy to use. You can offer something in return for their email—like early access, a discount, or exclusive content—to make the offer even more tempting.
C) Promote Your Pre-Launch Page
Your pre-launch page won’t do much good if nobody sees it. Once it’s live, start driving traffic to it:
• Social Media: Share sneak peeks, behind-the-scenes content, and progress updates across your social platforms. Encourage your followers to sign up for early access. Use hashtags related to your niche to reach a broader audience. In other words, let your audience be part of your launch journey.
• Email Lists: If you already have an existing email list, start by reaching out to them. Let them know about your upcoming campaign and why it’s exciting.
• Influencers & Partnerships: Reach out to influencers or complementary brands to help spread the word. Offer them sneak peeks or exclusive previews to share with their audience. It’s important to keep influencers informed about your campaign’s offers and discounts, and ensure your message aligns with theirs. Additionally, choose influencers you feel comfortable working with, ideally those operating in the same niche as you.
• Paid Ads: If you have the budget, consider running Facebook or Instagram ads targeting your ideal backers. These platforms let you target specific demographics, making it easier to reach people interested in what you’re offering. Use one or two channels to be able to manage them better.
D) What to Do After Collecting Emails
Once you’ve collected those email signups, it’s time to put them to work. Here’s how you can nurture those leads and turn them into backers when the campaign goes live:
1. Engage with Your Audience Early: Don’t let your list go cold. After someone signs up, send them a welcome email thanking them for their interest and giving them a little more info about your project. Keep them updated as you get closer to launch with sneak peeks, behind-the-scenes updates, or exclusive content.
2. Create a Countdown: As your launch date approaches, build excitement by reminding your email list. Send a series of countdown emails, like “7 days to go,” “48 hours left,” and “We’re launching tomorrow!” This keeps your project top of mind and gives people a reason to stay engaged.
3. Offer Exclusive Early Access: Reward your early signups with something special, like an early-bird discount or access to limited-edition rewards. This can incentivize them to act quickly once your campaign goes live.
4. Leverage Automated Email Sequences: Using email marketing tools like ConvertKit or MailChimp, you can set up automated sequences to drip content to your subscribers. For example, you could send weekly updates or share more about your project’s story and mission in the lead-up to launch.
5. Launch Day Email: When the big day comes, send a launch announcement email to your entire list. Make the message clear and urgent, reminding them that now is the time to back your project. Include direct links to the campaign page so they can take immediate action.
E) Keep the Momentum Going
Even after launch day, don’t stop engaging with your email list:
• Provide Updates: Keep your audience informed on how the campaign is progressing, any milestones you hit, or challenges you face. This helps build trust and keeps backers engaged throughout the campaign.
• Use Social Proof: Share success stories or highlight how many people have already backed the campaign. Seeing others support your project can encourage more people to get involved.
• Encourage Sharing: Don’t be afraid to ask your email list to spread the word. Include social sharing buttons in your emails and ask your subscribers to help you reach new backers.
Whether You’re Launching on Kickstarter, Indiegogo, or Fundlify’s Shopify Plugin…
The key principles remain the same: build excitement, engage with your audience, and use every tool at your disposal to keep momentum going.
Tackling these general steps will give you a solid foundation for a successful launch. Remember, the effort you put in now will pay off when it’s go-time.