Let’s face it, asking for money is never easy, nor is it fun. To this day, even as a 21-year-old woman, I still HATE asking my parents for money…. come to think about it, I hate asking anyone in general for money. So to imagine being a business/ start-up and asking for money is something entirely different. When they need to raise money in a quick(er) amount of time, some organizations set up Kickstarters and, while the premise is the same across the field, some organizations do this process better than others.
The first Kickstarter campaign that I want to touch on is one by the name of MudTails. This product, which describes itself as “a line of apparel for all ages that specializes in barnyard animals with a positive voice and sign language designs” features a variety of pigs on one set of clothing options (see below… or don’t, you’ll see why I say that in a second) while another set of clothes feature common sign language words/phrases commonly taught to small children.
See what I mean about it being creepy? Also, side note, you’re designing characters around pigs, yet you have a shirt with a live piece of bacon on it….
This product started their campaign with a goal of $2,750 and, after the whole thing was over… they only raised $40. So the question is, why was this campaign unsuccessful? One of the biggest problems I can see with this campaign is that it isn’t something that can be marketed to everyone. It doesn’t capture the attention of everyone who could possibly want to buy clothes. From what I can see, it applies to one, maybe two groups: children who like pigs or parents who want people to know their kid knows basic sign language. Also, the video (which I can’t link to in this post but feel free to look at it with the above link) wasn’t the best made in my opinion, so that may have persuaded people to not give money. Either way, this is not an example of a good campaign.
If you want to see a good campaign, look no further than the Coolest Cooler! This cooler includes a USB charging station, blender, two inside compartments, and a TON of other cool options to it!
This project hoped to raise $50,000 and they raised SO MUCH MORE THAN THAT! How much you ask? Oh, just a measly $13,285,226! …That’s more than my entire college tuition! That’s my college tuition times like three.
The reason this was so successful, at least in my opinion, was because of two key reasons. One: it appeals to a wide variety of people. People who like to go camping, go to the beach, have a BBQ, and so MANY more can enjoy this product because of what it is and what it does. It isn’t marketed to a specific group of people, it’s basically marketed to anyone who can afford it.
The second reason: The prizes! What I mean by prizes is this: when people pledged money to the campaign, they got stuff (see below). These prizes are actually things that people would actually use and want to have.
Overall, the two campaigns I talked about display two very different ends of the spectrum for Kickstarter campaigns, the very good and the not so good (not even the worst of the worst though because some campaigns start out and they make absolutely no money, which sometimes I find kind of sad). The Coolest Cooler did a lot of things right, and the MudTails did a lot of things wrong, but having a good Kickstarter campaign isn’t always easy. You need to find a way to make people want to give you money to back your product and that isn’t always easy, but when you do get people to back you, it makes you feel good that people believe in what you are producing.