When you are ready to launch your campaign, think about doing a soft launch first.
A "soft launch" means going live, but only promoting your campaign to your friends, your family and your closest network of supporters — all of whom have probably been hearing about your campaign for some time now.
Asking your closet network to contribute early is a great way to build early momentum — and get that green bar going to the right. This helps validate the campaign before strangers start flocking to it. You should have a solid 30% of your funding secured before your campaign reaches a wider audience. This way, people who don't know you personally will see your project already has a strong base of funding, and will be more likely to contribute.
The soft launch usually lasts for around 24 hours to help secure solid funding. After 24 hours, it's time to announce the campaign to the rest of the world via social media, email blasts, and other forms of outreach/marketing.
We've put together these tips to help your campaign start smart:
Launch Early in the Week
Our research shows that contributors are much more likely to contribute on Monday and Tuesday mornings. Why? Well, because who wants to work on Monday? Make sure your email lands at the top of your contributor’s inbox and is more exciting than anything work related.
Rally Your Friends and Family
Bring together a group of your closest friends and family to help support your campaign. Think of them as your biggest cheerleaders, and make your communication with each as personalized as possible. Ideally, they should feel as invested in your campaign's success as you do.
Trigger Their Support
A week prior to launch, send your close friends and family an email to build anticipation for the campaign. Ask each of them how much you can expect them to contribute, and when. Follow up the morning of your launch if anyone is slow to respond – these contributions are important!
Set a Reasonable Goal
Campaign goals vary widely, and many contributors just pay attention to the percent of your goal you’ve reached. A high goal makes it difficult to hit the 30% we've found is necessary for a wider audience to feel secure contributing to your campaign.
Secure 30% of Your Funding
Make sure all of your close friends and family contribute to your campaign before they reach out to their networks. You should have a solid 30% of your funding secured before your campaign reaches a wider audience. This way, people who don’t know you personally will see your project already has a strong base of funding, and will be more likely to contribute.
Keep it Interesting and Thank Your Early Birds
Reward those who fund your campaign during the Soft Launch. A special perk is a great idea, though simply showing your gratitude through a personalized email or phone call can be just as effective. Be creative!