How to Motivate Backers
Rewards crowdfunding is a simple process, but success requires preparation, communication and empathy with your audience and potential backers. It can be greatly frustrating when you aren’t seeing results and, one of the main reasons, could be that your message is probably not hitting home with potential backers.
Crowdfunding allows you to reach people all over the world, so how do you appeal to such a wide range of backers? The answer is relatively simple, our experiecne and research has shown that backers respond to projects which are either emotionally or geographically close to them.
So how does this work in practice? Read on for some pointers...
Preparing your project – think about both groups when you’re creating your campaign. Don’t offer too many rewards that are limited to geographic backers, make sure your local area is emphasised but also clearly demonstrate the project impact - who will your project affect and why? Also remember to keep the tone light and friendly. Use the personal touch and include some personal background to add more colour and depth to your project.
Geographically close backers – these are your friends and family, and your local community. All the people who know you well enough to support you, or who have a connection to the location and who will be proud to back something innovative, useful or important. Tap into this pool by speaking to your close contacts, attending local events, putting up posters and handing out flyers, and contacting your local media channels.
Emotionally close backers – this is anyone who connects personally with your business, cause or community, the people who believe in what you are trying to do, and want to be a part of making it happen. You reach this crowd by planning regular updates, targeting relevant interest groups, asking to be included in relevant Tweets, newsletters, blogs, videos and participating in podcasts, chats, webinars, events. This group is harder to reach because people may be spread all over the globe, so you need to make sure that you have a consistent message, that your promotion is regular and that you’re using as many channels as possible to spread the word about your project.
Sounds simple, but it can be a lot of work if you don't plan ahead. Start now, before you launch and your project will benefit in the longer term.
(Image courtesy of www.nadinemuller.org.uk)