11 Ways to Write a Compelling Crowdfunding Campaign

Notebook with crowd funding sign on a table.

One of the most important aspects of your crowdfunding campaign is the story you tell, as it has a direct impact on the overall impression that your project conveys. In the end, this is what will get someone to become your supporter. Your choice of words can actually make a huge difference in your campaign’s results.

Before getting started, you have to decide if you or your team are the most suitable to do the work. If you’re not a copywriting expert, securing people who can give your Kickstarter, Indiegogo, or GoFundMe campaign a clean and professional appearance makes the difference.

What to Say

  1. Share what’s in it for your supporters. Take your time to explain how your project is going to benefit them, how it’s going to make their lives better or how they’ll be able to enjoy it. At the end of the day, everyone wants to know what they’re going to get in return — i.e., “what’s in it for me?”
  2. Define the scope and purpose of your project. Share why you want to do this and how is all the money going to be used. Be very specific about your project. Be authentic, and point out the characteristics that make your project better than anything similar.
  3. Social proof. People feel safe in numbers. That is why successful projects emphasize how “so many people have already donated” — giving the appearance that the idea must be worthwhile because it is popular. So, use your social networks to reach out to potential funders. Sites like 40Billion.com make this fairly easy by broadcasting and promoting your crowdfunding page to its large network of several million users across the most popular social networking sites for crowdfunders – including Twitter, LinkedIn, 40Billion, and even Facebook. Innovative services like tweet ads and promoted company listings were created for crowdfunders to tap into a growing, active network online without spending thousands on pay-per-click ads or traditional advertising.
  4. Be grateful. Last but certainly not least, thank people for their support and engagement.

How to Say It

  1. Talk the talk. You know your audience, right? Talk in their language to get the message out. Use the words and the expressions they use and can easily understand.
  2. Use positive words. Instead of saying “don’t miss this chance,” say “grab this opportunity.” Also, avoid words like “help,” “support,” or “fund,” which imply you’re asking for a favor; almost begging, rather than offering something that is desirable and an experience they’re going to enjoy.
  3. Show you feel passionate about your project. Choose powerful words like “experience,” “discover,” and “together.” Tell a compelling story; the story is everything.
  4. Talk directly to the reader. Write in second person “you,” and use “us” to create a feeling of community and sense of belonging. Whenever possible, use actionable language – i.e., active verbs that might prompt them to take action.
  5. Stress urgency. Making your project sound like it’s in “limited supply” or “limited time only special” works well! It gives a sense of urgency.
  6. Keep it short and sweet. You’re competing for attention from all sorts of stimuli. Say what you’ve got to say in the least possible amount of compelling words.
  7. Carefully craft your conclusion. Your closing sentence is very important. Readers tend to pay attention to the header, then scan information, perhaps quickly reading bullet points and subheads, and scroll down to the bottom. Most people will not read your whole story, but they’ll probably read your last phrase, so make it memorable.

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