Indiegogo Lab
Johnathon Purcell, Alice Ely, Ben
Bateman, Bret Harris
#gogolab| @indiegogo
Agenda
•

Introduction to Indiegogo

•

Pitch

•

Perks

•

Running and Promoting a Campaign

2
3
4
How is Indiegogo
different?
• First and largest global platform
• Flexible vs. fixed
• No application process
• Great cust...
What are the benefits
of an Indiegogo
campaign?
•

Raise money

•

Gain visibility

•

Gauge demand & mitigate risk

•

Co...
The Pitch

Goal
Video
Pitch Text

7
HIGHER GOAL
≠
MORE MONEY
Goal: The Green Bar Effect

People want to
give to
successful
projects.

9
Setting a Reasonable Goal
Raise more than your goal.
•

13%

87% of campaigns that hit their goal
exceed it

87%

Exceed G...
Pitch Video
Launched campaigns with a pitch
video raise 370% more compared
to ones without a pitch video.

11
12
Video: Kristen Shaw’s Cabin
207
•

Answer the
who, what, when, where, why, and how

•

Tell your story

•

Keep it under 3...
Pitch Text
•

Plan your pitch real estate

•

Show your project or product

•

Provide infographics

•

The more you tell,...
The Perks

Purpose of perks
What is a perk?
What perks can accomplish

15
Purpose of Perks
Perks can motivate
contributors to give out of:
•

Passion

•

Pride

•

Participation

On Average, campa...
What are perks?
Good or Product
•

A physical object

•

Swag

•

Your product

17
What are perks?
Experience
•

Event

•

Recognition

•

Volunteer

•

Participation

18
What are perks?
Digital Good
•

A song

•

Subscription to newsletter

•

Exclusive insight into project’s progress

19
What are perks?
In-kind Perk
•

Dinner with a celebrity or influential
individual

•

Special skill

•

Access to exclusiv...
What can perks
accomplish?
Make contributors feel valued
•

Thank you letter

•

A phone call

•

An expression of gratitu...
What can perks
accomplish?
Show off participation
•

T-shirts

•

SWAG

•

Creative involvement

22
Think Fulfillment
•

Do the math on perk pricing
(your time counts)

•

Know how you’ll fulfill at 10 and
10,000 units

•
...
Crowdfunding:
Running and
Promoting a
Campaign
Pre-Launch
Engage your Networks
Build out your team
•

Campaigns with a team raise 339% more
than campaigns that run solo
...
Launch
When to launch your
campaign
•

Launch on a Monday or
Tuesday in the morning

•

Run your campaign for 21-45
days

...
Launch
Activate your networks
Email

Indiegogo Page

•

•

Email brings in 20% more funding than
any other source

Campaig...
Active Engagement
Keep up momentum

28
Over-active Engagement
Promotional Mistakes
•

Starting from zero

•

Over-promoting too soon

•

“Panhandling”

•

Spammi...
Campaign Completion
Finishing Strong
•

Update frequently until deadline

After deadline
•

Follow up about fulfillment

•...
Move Loot, Bill Bobbitt
and Shruti Shah
Where are they now?
•

Rented their first warehouse with the
Indiegogo campaign fu...
Our team is here for YOU!

Campaigner
Field Guide

Additional
Questions

landing.indiegogo.com/
iggfieldguide/

support@in...
Thank You!
#gogolab
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  • http://www.indiegogo.com/projects/kristen-shaw-s-cabin-207/x/986609
  • IGG Lab Slides

    1. 1. Indiegogo Lab Johnathon Purcell, Alice Ely, Ben Bateman, Bret Harris #gogolab| @indiegogo
    2. 2. Agenda • Introduction to Indiegogo • Pitch • Perks • Running and Promoting a Campaign 2
    3. 3. 3
    4. 4. 4
    5. 5. How is Indiegogo different? • First and largest global platform • Flexible vs. fixed • No application process • Great customer support • Merit-based 5
    6. 6. What are the benefits of an Indiegogo campaign? • Raise money • Gain visibility • Gauge demand & mitigate risk • Connect with your audience 6
    7. 7. The Pitch Goal Video Pitch Text 7
    8. 8. HIGHER GOAL ≠ MORE MONEY
    9. 9. Goal: The Green Bar Effect People want to give to successful projects. 9
    10. 10. Setting a Reasonable Goal Raise more than your goal. • 13% 87% of campaigns that hit their goal exceed it 87% Exceed Goal At Goal 10
    11. 11. Pitch Video Launched campaigns with a pitch video raise 370% more compared to ones without a pitch video. 11
    12. 12. 12
    13. 13. Video: Kristen Shaw’s Cabin 207 • Answer the who, what, when, where, why, and how • Tell your story • Keep it under 3 minutes • Include a strong call to action • Express gratitude 13
    14. 14. Pitch Text • Plan your pitch real estate • Show your project or product • Provide infographics • The more you tell, the more you sell 14
    15. 15. The Perks Purpose of perks What is a perk? What perks can accomplish 15
    16. 16. Purpose of Perks Perks can motivate contributors to give out of: • Passion • Pride • Participation On Average, campaigns with perks raise 143% more than campaigns without perks 16
    17. 17. What are perks? Good or Product • A physical object • Swag • Your product 17
    18. 18. What are perks? Experience • Event • Recognition • Volunteer • Participation 18
    19. 19. What are perks? Digital Good • A song • Subscription to newsletter • Exclusive insight into project’s progress 19
    20. 20. What are perks? In-kind Perk • Dinner with a celebrity or influential individual • Special skill • Access to exclusive places 20
    21. 21. What can perks accomplish? Make contributors feel valued • Thank you letter • A phone call • An expression of gratitude 21
    22. 22. What can perks accomplish? Show off participation • T-shirts • SWAG • Creative involvement 22
    23. 23. Think Fulfillment • Do the math on perk pricing (your time counts) • Know how you’ll fulfill at 10 and 10,000 units • Research international shipping 23
    24. 24. Crowdfunding: Running and Promoting a Campaign
    25. 25. Pre-Launch Engage your Networks Build out your team • Campaigns with a team raise 339% more than campaigns that run solo Create an inner circle • Friends, family, colleagues, past supporters • Raise 30% of funds from this group Build your social media presence, post teasers 25
    26. 26. Launch When to launch your campaign • Launch on a Monday or Tuesday in the morning • Run your campaign for 21-45 days 26
    27. 27. Launch Activate your networks Email Indiegogo Page • • Email brings in 20% more funding than any other source Campaigns with updates raise 286% more funds Social Media Person-to-Person Outreach • • 22% of a campaign’s funds raised comes from social media Press/Bloggers • 27 Local newspapers, websites, blogs Networking events, Meetup.com
    28. 28. Active Engagement Keep up momentum 28
    29. 29. Over-active Engagement Promotional Mistakes • Starting from zero • Over-promoting too soon • “Panhandling” • Spamming • One-way communication 29
    30. 30. Campaign Completion Finishing Strong • Update frequently until deadline After deadline • Follow up about fulfillment • Use your campaign for marketing • Thank your contributors • Become part of the Indiegogo community! 30
    31. 31. Move Loot, Bill Bobbitt and Shruti Shah Where are they now? • Rented their first warehouse with the Indiegogo campaign funds • Raising seed round • Joined Ycombinator • Hired their first employees 31
    32. 32. Our team is here for YOU! Campaigner Field Guide Additional Questions landing.indiegogo.com/ iggfieldguide/ support@indiegogo.com 33
    33. 33. Thank You! #gogolab
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