Comic Book Crowdfunding
Tips from a Kickstarter Marketer to help you succeed in your next campaign.
The Magic of Crowdfunding
As someone who has helped build over 50+ successful campaigns on Kickstarter for a plethora of creative talents across the Indie Comic space, I have experienced the magic that crowdfunding can bring to a project. The ability to connect directly with fans while generating the necessary funds to bring a vision that started in someone's head to life is unparalleled. However, navigating the ever changing world of crowdfunding comics can be daunting, especially for someone just emerging in the industry. In this article, I'll share my insights on comic book crowdfunding, providing you with clear and precise tips to help you get a better footing as you climb the ladder of success
(Below is a campaign that Geek Collective has helped Fund Successfully putting into action what is layed out in this article.)
Do Your Research
Before you dive headfirst into the crowdfunding pool. The first step is to thoroughly research the platform that best fits your needs. Websites like Kickstarter and Indiegogo are popular choices, but different platforms cater to different audiences. Review existing campaigns in your genre, analyze what worked for them, and understand what didn’t. Pay attention to factors such as funding goals, reward structures, and the types of marketing strategies that were employed. There are tons of articles on crowdfunding, and best practices, and they are all one google search away. A good subject to research is the "Science of a landing page” Marketing has been around for so long that we don’t have to re-invent the wheel, we just need to manipulate it to work for us.
Building A Base
When it comes to crowdfunding, one takeaway is that it’s all about community rather than just raking in millions. Sure, there’s potential for big earnings, but you need to establish your presence first before you can really cash in. The “Backers” who support these campaigns are a group of individuals who appreciate creativity and want to be involved. So, immerse yourself in this community, connect with fellow creatives, and lend your support to their projects. By doing this, you’ll find that people are more likely to appreciate your work and rally behind your creative journey as well. Remember, it’s not a get-rich-quick scheme; it’s about passion and artistry, and that’s something people will recognize. A solid piece of advice is to actively engage with potential backers before and during your campaign. Make the most of social media platforms like Twitter/X, Facebook, and Instagram/Threads to share updates and connect with your audience. Also, consider joining comic book forums or groups to reach those who are genuinely interested in what you create. Being a responsive and engaged creator builds trust and can really enhance the success of your campaign.
(Below Is Chuck & Jeremy our partners at Age of Radio, engaging Con goers, talking about their geekdoms)
Setting A Realistic Funding Goal
One of the keys for a successful crowdfunding campaign is setting a realistic funding goal. While some folks think this should cover not just the production of your comic book but also any extra costs like shipping and marketing, However, starting off with a $20,000 funding goal might be a bit too ambitious. I totally get it—comics can be pricey to produce, sometimes costing between $7,000 and $10,000 or even more, depending on the creative team you hire, their fees, the number of pages, cover art, and so forth. But it’s important to keep your goals grounded; you need to build trust first. The crowdfunding community really appreciates a solid assurance that what you’re offering will be delivered as promised.
I recommend kicking off your initial funding goal at a lower amount, but don’t go too low either. Setting it too low might give off a “Dollar Store” vibe when you’re aiming for a premium experience—albeit an affordable one. Here’s a little trick I use: I calculate the cost to print and ship around 100-200 copies of a 28-page comic and set that as my goal. Then, I use stretch goals to reach my more ambitious targets. This approach might not suit everyone, but it works for me when I’m setting my own funding goals. It might sound a bit unconventional, but remember, this campaign isn’t the only way to make your project profitable. You also have in-person appearances and online sales to consider, so be sure to factor in potential earnings from multiple avenues as well.
Crafting Engaging “Copy”
Getting potential backers to invest in your comic book really hinges on how you present it. Craft some compelling written “copy” that showcases the one of a kind offerings, highlight what makes your comic unique, and explain why it deserves their support. This engaging copy is key; don’t forget that clear and precise messaging is vital. A well-organized campaign summary can spark excitement and ultimately lead to more funding.
Create Striking Visuals
As a comic book creator, your visuals are your superpower, so make the most of it! Make sure your campaign page stands out with eye-catching images, GIFs, artwork, sample pages, and character designs. Think about putting together an engaging trailer that captures the spirit of your comic. Video content tends to grab more attention and can express your passion and dedication far better than just words on a page. Consider adding video updates alongside your written ones. It makes it so much easier to consume for people who are always on the move but still want to stay connected with your project.
(Below is an Example of a gorgeous trailer for “Horus in Hell” made to grab attention!)
Setting The Right Price Point
Setting the right price can be challenging, yet traditional marketers got it right. For instance, if I want to price an item at $30, research indicates that consumers are more inclined to purchase an item priced at $29.99 instead. It’s a weird psychological effect; that extra dollar may not seem significant, but it captures attention, and that’s our goal here, capture your audience and keep their attention. The strategy is even more effective when you illustrate that the price has been reduced from $35 to $29.99. Although it might come off as somewhat manipulative, it proves successful.
Offer Attractive Rewards
Backers often want to feel like they are part of the project, and providing attractive rewards can encourage higher levels of support. Think beyond just digital and physical copies of the comic; consider offering limited editions, original artwork (if possible), or exclusive behind-the-scenes content. Ensure the reward tiers are balanced, clear, precise, and to the point — they should be enticing yet feasible for you as a creator to produce, and affordable for the backer to purchase.
Don’t Overlook Your Marketing Strategy
While having a great comic is essential, it’s equally important to have a well-thought-out marketing strategy. Depending solely on the crowdfunding platform to attract backers is a common pitfall. Promote your project through various channels — blogs, Live streams, podcasts, and social media to generate buzz before & during your campaign. Utilize email newsletters, or Substack to keep potential backers informed. Be relentless but not overbearing.
Don’t Neglect Updates
Once your campaign is live, don’t disappear. Regular updates keep backers engaged and help maintain momentum. Use updates to share your progress, reassure backers about deadlines, and reveal any exciting news related to the project. This consistent communication can foster a sense of belonging among your backers, encouraging them to share your campaign with their networks, and ultimately gaining their trust.
Avoid Setting Unrealistic Expectations
It’s important to manage expectations, both yours and your backers’. While you may dream of funding reaching astronomical heights, it’s best to embrace a more grounded approach. Anticipate potential delays in fulfillment and be honest about potential challenges throughout the process. Transparent communication not only builds trust but also keeps backers forgiving and supportive of any hiccups that tend to come up along the way.
Conclusion: The Path to Success
Successfully crowdfunding a comic book can be incredibly rewarding, but it requires significant effort and dedication. From thorough research to engaging storytelling, each element plays a crucial role in determining the outcome of your campaign. By adhering to tips such as these, you’ll be better equipped to navigate the complexities of crowdfunding, turning your comic book dream into a reality.
The world of comic book crowdfunding is an exciting journey filled with so many amazing opportunities for creative minds. So roll up your sleeves, prepare your materials, and get ready to bring your comic to the world!
(Below is me holding rewards from a successful crowdfunded campaign)
