What to include in your campaign page
Grab your supporters' attention, educate & provide value.
Title
A good campaign title is short, memorable & directly reflects your campaign goal. A good strategy is to use a hook to get viewers to click on your campaign or leave a little mystery to entice people to find out more!
Cover Image
Colourful images are best! Make sure it focuses or enhances on the end product or outcome and don't include text in your image, leave that for the title field.
Pitch Video
Campaigns with a pitch video are 19% more likely to reach their target. Put together a personable clip that's under 3 minutes long. Best case scenario is you'll be pitching into the camera so don't be shy!
First introduce yourself, tell your story, explain the product then end with a strong call to action, "Pledge to this project now and let's make this happen!" Check out our blog post for in-depth video tips.
Funding Target
Set your initial campaign target as low as possible. There’s no limit to how much you can overshoot your target, or how many stretch goals you can set after you hit your initial target.
Think up a list (or approximate number) of people who will pledge to your project the moment they see it, we call these people your 'core supporters'. Multiply this by the most popular pledge amount of $50. If your answer is 30% of your overall target you're in a good position! Read our blog post on setting a realistic target for more tips.
Mission
The first sentence of your campaign should be your mission statement, here's a format to follow: "Hi, my name is {WHO YOU ARE} & my mission is to create a {DETAIL} {PROJECT TYPE} for {TARGET AUDIENCE} in {LOCATION}."
Clearly outline who is behind the campaign, the main motivations for raising funds and what some of the incentives and outcomes will be.
Introduction
Quickly introduce your team & then set a face to the campaign by representing main creator(s) of the project. Pitch and explain the project in your own words. People want to know that there's a passionate human being that they can trust with their money.
Tell Your Story
Connect with people by introducing yourself and how the idea came about. 93% of our top supporters pledge because they love supporting people and their stories. Build trust by telling some backstory about yourself, the project or whatever lead to the creation of this campaign. Expand on any interesting elements of your pitch video and don't forget to be genuine!
Images
Explain your project visually. If you don't have the product that's fine! Do your best to put up any examples, samples or blueprints of what the end product will look like.
Describe the Project
This is obvious, but around about the 3rd paragraph you should be getting into the nitty-gritty of what your project is. Try to be thorough & include a lot of details, show your audience that you've thought of everything.
Budget
An in-depth budget builds confidence in supporters, they want to know you’ve thought of everything and that you’ll use their money responsibly. Always include exact dollar figures and don’t forget to factor in Pozible service fees and merchant transaction fees. The easiest way to communicate this information is through a pie chart.
Rewards
Try to include 3 - 8 different rewards with a variety of prices and types. The 3 main types of rewards are Recognition (acknowledgement of the supporter in public or private), Tangible (products or services) and Experiences (such as a ticket to an event or show).
The most chosen reward amounts in order are $50, $100 & $25. Try to work these amounts in and make sure the $50 reward has an unlimited amount available & it appeals to a wide demographic. When brainstorming, draw inspiration from other campaigns & check out our rewards blog post.
Timeline
Set the expectations for when your key project deadlines will be met. This will give supporters an idea of the scope of the campaign, when they can expect to receive their rewards and will also make them feel a part of the action!
Next: 5. Promotional Strategy
Plan your strategy for launching and promoting your campaign.
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