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Crowdfunding Tip of the Week: Getting Your Campaign Idea to Stick

Crowdfunding Tip of the Week: Getting Your Campaign Idea to Stick

Editor’s Note: Thinking about starting a crowdfunding campaign but don’t know where to begin? Check out the tip below from Rose Spinelli, a crowdfunding campaign consultant who runs The Crowdfundamentals. This is the latest in a series of tips, suggestions, and best practices Spinelli is writing exclusively for; you can find previous tips here. If you have any suggestions of your own, feel free to post them in the comments below!

You want to run a crowdfunding campaign. Your friends agree that you have a great idea, plus you have an arsenal of social media tools, and you know how to use them. Yet your campaign hits the skids and dies an unhappy death.

What the heck happened?

If you’re asking yourself that question, you probably haven’t read the brothers Chip and Dan Heath’s book Made to Stick. Though it was released in 2007, it will have special resonance for the many filmmakers, artisanal beer makers, and game developers that, though deserving and talented, fail to get traction when they launch their crowdfunding campaign.

- Tell a Story, Crowdfund a Project [Part I]
- Creating a Clear Message: A Crowdfunding Discussion with Rose Spinelli [Part 2]

Why good ideas often have trouble gaining traction is the topic this book dives deeply into. Fortunately, the authors’ advice for turning good ideas into the kind that stick in people’s minds is distilled in a set of common, uncomplicated principles.

With numeous platforms and models and a growing list of other choices to tease out and explore in the crowdfunding space, compounded by the fact that everyone is jockeying for position to be noticed, it’s no wonder project creators tend to overthink things.

The authors caution against this, and instead preach simplicity. This doesn’t mean campaign owners should dumb down their messaging; rather, they should find the kernel of the idea and present that to their audience in a compact way.

This book will bring you back to the basics. It’s filled with case studies of “sticky stories” and is supported by data. But if you don’t have time to read it, here’s a presentation that brings their message home nicely in 17 slides:

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