Check out case studies from a range of our best categories.
Some of the project we're most proud of
Joep Pennartz raised $25,137 for his tiny house getaways project called Shacky. A true hustler, his do or die attitude was the key to his successful crowdfunding campaign.
“Treat your pledgers like kings and queens. People that pledged love your campaign. If you treat them right, they will become your ambassadors!”
Joep's genius strategy employed publicizing personalized thank yous for each and every supporter. He released 2 per day, and let the supporters know about it while also asking them to tag themselves.
This resulted in each supporter having a bite sized chunk of personalized content that all their friends could see. Behind the scenes, he was really promoting his campaign in a very appreciative and ‘non-needy’ way. Also, supporters’ friends assume that the pledge happened that same day. This makes a wonderful way to maintain the perception that the campaign was still ticking along nicely.
Maya Newell knew she had a big project on her hands, but at the outset the audience didn’t match the project size.
Maya needed a substantial amount to make a full length feature documentary film highlighting same sex parenting. With a goal of $100k in mind she had to have a great strategy. In all-or-nothing crowdfunding It’s nearly impossible to start with no audience and reach a target so high.
How did she overcome this? She took things in two stages. First launching a short film (of the same project) with a $10k target. She hit this target without too much struggle, then produced the short film. This initial campaign helped her to understand the audience of the film, what types of marketing worked for her crowdfunding and most of all helped her make a start on a smaller yet very engaged audience, who would be a massive asset for any future campaigns.
After screenings & promotion of the short film she was empowered with information on what worked, the buzz behind the project was building and she could begin planning for another campaign.
Maya’s second campaign was for the exact same project, just a bigger and better version, a full length film. Everything from the beginning was building up to this final campaign.
Maya ended up reaching that $100k mark with her second campaign. She took things in two steps which resulted in a comfortable fundraising experience. Had she aimed for that $100k mark with her first campaign, she probably would have failed.
The Blue Banded Bee
Friends of the Merri Creek ran a campaign last year to protect a very special bee local to the Melbourne area.
Their social good campaign was very outcome driven. Unlike a product based campaign coming up with great incentives or “rewards” was really tricky. They didn’t have a product to offer. They had two ways of getting around this challenge.
First of all, they realised they could get products or services from others to offer on their campaign. First of all they tried to understand their audience, who they were and what types of things they’d be interested in. After they had decided who their target was, they approached local businesses for in-kind sponsorship. On this journey they found a local artist who fit their target audience's desires and cared about their cause as much as they did. Their best selling reward ended up being a ticket to a Courtney Barnett gig.
Next, they brainstormed what they could offer themselves. They started to think about what they already had access to that the everyday person doesn’t. This lead them to the idea of offering a bunch of flowers for each supporter to be planted and left to thrive forever. Drawing this connection and making it very tangible helped them to put an outcome on what was essentially just donations.
My Money Zen
Products & Services
Entrepreneurial sisters Kylea & Lauren Waller raised $19,330 in a successful crowdfunding campaign for their budgeting software solution My Money Zen. Without anything to show but a plan, they had to really think hard about how they would explain their end product.
“Communicating the idea is crucial to any campaign, even more so in cases like ours, where we were raising funds for software development and couldn’t show a prototype. We spent a significant portion of our prep time creating an explainer video. We knew we needed to work out how we were going to get across exactly what it is that we do, and touch the hearts and minds of our customer.
Something that helped tremendously was running a survey to fully understand the problem we were solving, our customer’s pain points and their aspirations. This really informed our explainer video, as well as a lot of the content on the campaign page.”
Kylea is dead right here; you can’t assume, you have to ask. Find out exactly what people want and give it to them. Also keep in mind it’s as much about the story of the project as it is the project itself.
Brisbane Design Conference
Matt Haynes raised over $30,000 for his Design Conference in Brisbane. His stretch goals and incentivizing supporters to really get behind the project were the crux of his successful crowdfunding campaign.
“Our primary reward was the announcement of 3 international speakers. With 300 tickets set to $99, we had the opportunity to raise $30k. With this in mind, we set our campaign goal at $15k, knowing that each speaker would cost us $5k a piece.
The magic begins by adding in a further international speaker free of charge for every $5k raised over and above the $15k target. At each $5K milestone, we added the next target ( i.e. $20k for the 1st) to the campaign description and divulged the next speaker."
Matt smashed it and ended up 200% funded. The core of this is coming up with a ‘stretch goal’ (essentially just a new financial target with added outcomes) that benefits all the current supporters. If you’d pledged to this event, you already had your ticket, but by inviting your mates and sharing the campaign, your ticket becomes more valuable with every stretch goal achieved.
Food & Beverage
Dan Norris and his team raised $17,805 for their brewery called Black Hops. In fact, they hit their financial target in the first day of the campaign launching. This means their campaign was Australia’s most successful beer crowdfunding campaign ever.
“The key part of our crowdfunding strategy and how we created such strong early momentum was setting up an ambassador group on Facebook. This helped us create an engaged audience upfront, who helped us promote our campaign. To do this, we set up a page on our site telling people about the campaign and asking for their email so that we could notify them when we went live. When people signed up for the email, we invited them to join the ambassador group on Facebook.
The impact of that process was significant. The ambassador group snapped up most of the Early Bird offers ($40 discount on normal price) and by the time we emailed the list, there were only a few left. Those went quickly too, and by the time we shared it publicly, we were already into the other nine rewards. The impact was we hit 50% of our target in the first few hours, before we even launched publicly.”
Dan’s strategy is one we're constantly relaying to budding campaigners. This urgency at the beginning of a campaign is invaluable. Also, this is compounded when, at the public launch, supporters saw a sold out reward and the fear of missing out on the next reward ensued a beer buying frenzy.