The Campaign


It often happens to meet crowdfunding campaigns that, while having an interesting and innovative content, are struggling to achieve their goals. The preparation of a campaign is often underestimated, and we tend to concentrate everything on the quality of our idea, underestimating the need to communicate that idea in the most effective way.
These are some of the preliminary steps necessary for a campaign to aim to achieve its goal:


Presenting your project before the launch of the crowdfunding campaign is essential to create a community interested in your idea that is ready to support the campaign from the beginning. You can create a dedicated page for the project or use the social profiles of your association or organization to promote your idea and start collecting important feedback for campaign planning.
Remember that numbers alone are not enough, having many followers is certainly a good starting point; what you need, however, is people actually interested in the project, both to collect donations from the early days of the campaign, and to ensure greater visibility on social media.


Involving potential donors through social media is not an easy task; presenting a rational and well-planned project is not enough. To attract people’s attention and bring them to donate, it is necessary for your project to tell a story that can excite those who read it or listen to it.
A successful crowdfunding campaign has the ability to make the donor feel at the center of the project; remember that a supporter who financially supports your project should not be seen as a mere lender but as a key component of your campaign. Someone who supports you and believes in your idea, for example, will probably be ready to share it with your contacts, allowing you to reach new potential donors.


The first step in the planning phase is to define the primary target of the campaign, ie groups of users who might be interested in funding or giving visibility to your project such as your associates, members of other industry associations, websites or blogs interested in the topic, etc. Based on the targets you identify, you will be able to plan your communication campaign and you will be able to define the tools and messages to be used to reach your target audience.
All the activities you have defined in your strategy will then have to be inserted in a precise and detailed timeline. Remember that for a crowdfunding campaign, time is a fundamental element; plans communication activities and strategies and tries to predict the progress of donations. This will allow you to prepare in advance the solutions for an uneffective campaign in its earliest stages or the stretch goals objectives if your estimates were surpassed.


The rewards of a crowfunding campaign are a very important element both to entice a potential donor to support you, and to get him to donate a higher amount for the reward.
The rewards can be symbolic, as public thanks, in video, within the communication material of the project, or provide products and gadgets related to the project such as T-shirts, hats, stickers. For donors who decide to support the project with higher figures, it is also possible to provide rewards such as an invitation to the project presentation event or an invitation to participate in a project activity in order to directly observe the result of their support.
Remember to carefully define all the details related to the rewards (eg shipping costs) and to carefully calculate their costs to avoid that the realization of the rewards can go to economically compromise the realization of the project.


The success of a crowfunding campaign is determined by its progress in the initial phases. To convince a potential supporter to support our campaign we need a donation base from the early stages of the campaign; this is why it is essential to create a community and create interest around the project before the campaign starts.
The first 30% of the project should be funded by loyal users, already involved in our activities or that we managed to get involved before the start of the campaign. If many other people have supported a project, a user, even by chance, on the page of our campaign, will be attracted and interested.
The importance of this 30% is clearly linked to the budget of the projects we decide to propose. The higher the budget we require, the higher the sum that we will have to make sure to allow the campaign to be visible, to be spread on the network and to gain credibility to attract potential supporters.