How Artists are Using Kickstarter for Social Marketing and Fundraising

Creative individuals who are always pushing a new project forward commonly encounter two large obstacles along the way: getting funding for the project and getting supporters excited and talking about it. Kickstarter is a platform that looks to solve both of these problems. Founded in April 2009, Kickstarter is a growing tool that is being utilized by filmmakers, writers, designers, performers, musicians, illustrators and other types of artists.

Kickstarter was created to be a place where supporters can gather around a project and help witness it come to life by pledging a donation towards it. Not only does is it a fundraising platform, it's also a way to create a bond between the project creators and those who want to support it. From the Kickstarter website a campaign for funding can be created and managed. The first step is to have a proposal submitted, which is later reviewed by the Kickstarter team.

The campaign uses an all or noting type of approach for funding. A goal need to be set ($5000 for example) and if the funding reaches that level then the project receives the funds. If the project falls short of the set goal then no funds are given and no chargers occur to those who made the donations. Each project must have a deadline to reach its funding goal and deadlines are set anywhere from one to ninety days. Kickstarter keeps a modest 5% of all the funding and the creators maintain 100% ownership rights

One reason that Kickstarter is successful is due to its reward program. Project creators can set rewards based upon how much an individual decides to contribute. For a film based project, someone who donates $50 might receive a free T shirt, a $200 donation may be access to an advanced screening of the film, and a $1000 donation might earn you a spot on the final credits. The rewards can be implemented however the artists choose. The simple concept of giving something back in exchange for funding only helps further the bond between creators and contributors.

Kickstarter encourages the use of social networking services for spreading the word. On each project page there is a place to spread the word via Twitter, Facebook, Tumblr, or traditional email. Sometimes funding comes from friends and family members and other times comes from complete strangers who are passionate about supporting creative work. The nature of the platform allows for the generation of buzz and momentum. As funding for a project gets closer to its deadline, the level of of excitement and involvement will often increase as a final push is made for reaching the goal. The all or nothing aspect of funding works as a powerful motivator. Kickstarter has proven itself as an effective tool and will only continue to grow in demand.