Best practices for setting campaign perks

Crowdfunding has revolutionized how entrepreneurs, creators, and innovators bring their ideas to life. Whether it's launching a new product, funding a creative project, or supporting a cause, platforms like Kickstarter and Indiegogo have empowered individuals to turn their dreams into reality through the support of the crowd. However, amidst the excitement of launching a campaign, one aspect often overlooked is the strategic planning of campaign perks.

Perks are a great way to add an immediate and tangible incentive for users and page viewers to invest in your offering beyond potential future returns. This can drive urgency and increase conversions in a short span.

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Types of Perks 

Understanding the different types of perks you can offer is essential for crafting a compelling campaign. Here are some common types of perks that can appeal to various investors: 

• Free Consumer Products: Offering your product for free as a perk can entice potential investors who are excited about your innovation. This not only provides them with a tangible benefit but also serves as a way to showcase the value of your product.
• Discounts for Subscription-Based Models: If your business operates on a subscription model, providing discounts or promo codes can attract investors who are interested in long-term engagement with your service. This creates a sense of ongoing value and loyalty.
• Merchandise/Company Swag: Branded merchandise such as t-shirts, hats, or mugs can be a fun and effective way to reward investors. These items serve as a reminder of their support and can help spread the word about your campaign.
• Exclusive Meetings/Dinners with the Founder or Team: Offering exclusive experiences, such as meetings or dinners with the founder or team, can appeal to backers looking for a more personal connection with your project. This type of perk can also provide valuable networking opportunities.
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Setting Up Perks

When setting up your campaign perks, consider the following elements to ensure they are attractive and effective:

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Duration of Perk Availability

• Limited-Time Offers: Create a sense of urgency by offering certain perks for a limited time. This can encourage potential investors to act quickly to take advantage of the exclusive offer.
• Evergreen Perks: Some perks can be available throughout the campaign to provide consistent value to investors who might discover your project later.
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Minimum Investment Required

• Tiered Investment Levels: Define clear investment levels required to receive each perk (ie. $500, $1000, $5000, etc.). This helps investors understand the value they are getting at different levels of support. 
• First tier: We recommend setting the first level above the initial minimum investment. For example, if the minimum investment is $250, set your first level to $500 to receive a perk.
• Cost: Make sure you consider the cost of the perk as well as any potential shipping costs when setting the perk amount. A general recommendation is to not exceed 10%-20% of the investment value. 
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Description

• Concise and Clear: Keep perk descriptions short and to the point, ideally around 200 characters. Highlight the key benefits and any unique aspects that make the perk special.
• Visual Appeal: Use high-quality images to showcase your perks. Visuals can help potential backers quickly understand what they will receive and increase their excitement. The recommended dimensions are 1920 pixels in width by 960 pixels in height. 
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Fulfillment and Tracking 

• Google Forms for Tracking: Use Google Forms to keep track of all investors who qualify for swag. This can help you collect necessary details, such as sizing for apparel.
• Google Sheets for Organization: Maintain a Google Sheet to track all perks. This helps you stay organized and ensures that no investor  is overlooked.
• Timing of Fulfillment: Note that perks do not need to be fulfilled until after the campaign has closed. This gives you time to manage orders efficiently and ensures that you can focus on running a successful campaign without immediate pressure.

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Examples

To give you a better idea of how to set up your campaign perks, here are some examples across different categories:

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Product Example

StayWyld: Offered their investors a 6-month supply of their Cordyceps Capsules. 

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Subscription Example

Blossom Social: Offered a one year pro subscription for their platform. 

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Company Swag Example

Hempalta: Offered an ambassador pack that includes company swag such as their Hempalta hat. 

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Exclusive Experience Example

brüst: Offered an exclusive perk for watching a Denis Shapovalov tennis match with the burst executive team. 

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By carefully planning your campaign perks and following these best practices, you can create a compelling crowdfunding campaign that attracts and retains backers. Remember, the right perks can make all the difference in turning your crowdfunding dream into a reality. Happy campaigning!