Project
Page
–
why
design
is
everything

Who’s
Worried
About
Raise
and
Why
You
Should
Pay
Attention
- 
Startup
Fundraising
Explicated

A
History
of
Raise
Refuted

Today,
we
will
look
at
project
pages
and
how
to
build
your
page.
The
big
thing
about
getting
an
upscale
look
is
colour
and
design. 
Interestingly,
this
is
most
difficult
with
the
Kickstarter
and
Indiegogo
editors
–
they
can’t
support
custom
fonts
or
columns,
so
we
recommend
using
a
different
program
like
Canva
to
make
your
iconic
brand
elements
available
through
the
page. 
Section
headings
are
way
to
introduce
interesting
colours
and
fonts
to
your
page. 
So,
going
through
your
production
document
and
coming
up
with
headlines
before
you
start
to
write
the
story.
Please
note
that
the
ways
to
design
your
page
are

the
same
between
indiegogo
vs
kickstarter.

Nonprofit
Fundraising:
The
Bizarre
Esoteric
of
Raise

Anytime
it
comes
to
your

nonprofit
fundraising
aims,
sometimes
the
amount
you
raise
is
alot
less
important
than
how
you
do
it. 
You
want
to
to
connect
with
your
funders
in
a
way
that
allows
for
you
to

From
each
of
the
main
sales
points:
challenge,
features,
insights,
background,
,
and
call
to
action,
look
at
the
phrases
–
can
you
develop
a
3-5
word
headline
to
describe
your
project
and
help
orient
the
page? 
There
are
two
ways
headlines
are
used:
to
organize
the
reader’s
minds
through
your
pitch
and
to
create
a
big,
bold,
and
emotionally
language
for
them
to
feel
energized
and
inspired. 
What
is
the
envisioned
for
your
project?
What
is
a
one-line
description
of
the
life-altering
benefit
the
reader
receives
when
they
pledge?

Now,
write
down
four
organizational
headlines
and
four
headlines,
and
we’ll
go
to
Canva
and
choose
a
font
for
our
slider,
then
export
slider
images
for
each
headline.

The
next
most
important
of
the
project
page
is
images. 
You
need
the
“hero
image”
for
your
main
project
and
a
handful
of
colourful
images
to
be
used
on
the
page. 
There
are
three
modalities
to
get
this. 
The
first
is
to
take
a
photo
of
your
product.
If
it
is
more
community-based,
think
of
what
imagery
“implies”
the
content
of
your
project. 
Look
back
to
the
intro
part
for
doing
a
analysis
and
see
what
kind
of
hero
image
your
competitors
used. 
Can
you
create
a
photo
that
looks
similar
to
your
industry?

The
other
important
thing
to
include
is
PEOPLE
–
beach
selling
a
project;
you
are
selling
a
human’s
experience
of
the
project. 
So,
use
stills
from
your
video,
take
some
specimen
shots,
or
take
professional
photos
from
the
free
stock
photography
links
in
the
useful
design
and
image
apps
for
the
lesson.
Try
to
have
at
least
photos
on
your
page
of
a
human
enjoying
the
result
and
envisioning
the
of
your
project.

When
you
have
selected
enough
images,
now
drop
them
under
the
appropriate
heading.
Finally,
there
is
one
remaining
thing
to
do
with
Canva
–
create
your
project
timeline
and
your
reward
tiers
–
look
at
this
category-defining resource.
Still,
you
want
to
use
interesting
font
and
shading
to
people
when
and
how
the
project
came
to
be
and
when
they
can
expect
shipment.

Then,
you
want
to
make
the
table
show
more
details
about
the
various
rewards. 
Use
a
square
image
archetype
from
Canva
to
specify
five
featured
rewards
and
clearly
show
the
pledge
amount
needed
for
each
project.

Now
that
your
imagery
and

are
in
place,
it’s
time
the
interstitial
text. 
Try
to
make
paragraphs
with
whitespace
…
use
a
double
gap
between
paragraphs
to
make
it
easy
on
the
eye,
use
selective
bold
to
statements
stand
out,
and
voice
paragraphs
that
are
longer
than
3
or
4
lines
tall. 
This
s
that
readers
are
not
alienated
when
they
look
at
your
text.

Now,
copy
and
paste
the
whole
heading
from
your
production
doc: 
try
to
drop
the
most
important
content
on
the
page,
and
then
start
editing.

Finally,
to
confer
that
it
is
“all
or
nothing”
and
that
you
need
everyone
to
chip
in
to
reach
the
and
complete
the
project
as
described.

I
hope
this
has
helped
you
see
the
steps
to
create
a
nice-looking
project
page.
When
you
finish
your
first
draft,
this
is
your
time
to
share
it
with
someone
close
to
you,
have
them
proofread
it,
and
offer
edits.

Perks,
Rewards,
and
Early
Birds

Now
we’re
going
to
discuss
pricing
–
this
is
a
element
to
drive
momentum
for
your
project
because
it
is
the
gateway
that
someone
needs
to
feel
inspired
by
before
pledging. 
Anyone
who
pledges
to
a
project
first
needs
to
select
a
“pledge
level”
and
then
go
out
to
feel
inspired
and
happy
about
what
they
are
getting.

So,
we
suggest
creating
a
spreadsheet
to
lay
this
out
and
to
practice
editing.

First,
choose
the
pricing. 
For
general
fundraisers,
creative
projects
and
or
music

You
might
have
a
$25
option,
a
$45
option,
a
$75
option

For
products,
you
need
to
price
yours
according
to
the
actual
retail
cost
and
develop
numbers
so
that
people
who
are
early
can
receive
extra
discounts.  Make
sure
to build
into
it
your
crowdfunding
PR
cost,
which
can
sometimes
be
about
30%
of
your
intended
raise.

Say
I
was
making
a
new
kind
of
biking
glove. 
I’vepriced
it
at
$149. 
For
Kickstarter,
I
would
create
early
bird
tiers.
I
would
sell
the
first
50
for
$99,
then
the
second
50
for
$109,
then
the
third
100
for
$119,
then
the
fourth
100
units
for
$129,
then
the
rest
for
$149.

Because
early
bird
pricing
often
can
take
up
a
lot
of
real
estate
on
your
page,
you
want
to
be
careful
about
how
many
options
and
different
rewards
you
offer. 
You
want
the
rewards
to
be
simple
enough
so
that
your
backers
spend
more
time
thinking,
“Am
I
in
or
not?”
regarding
“Which
one
do
I
want?” 
having
no
two
versions
of
your
main
reward
and
focusing
on
delivering
just
one
or
two
good-quality
rewards.

The
higher
pledge
levels
are
also
helpful
because
there
might
be
a
group
on
your
list
who
you
know
is
well
off
financially. 
For
fundraising
ide
nonprofit
and
creative
projects,
this
is
where
you
think
about
how
to
increase
the
“personalization”
of
an
experience
–
signed
copies,
invitation
to
special
events,
personal
online
time
with
you,
a
deluxe
package
with
added
s.

For
the
products,
we
see
bulk
pricing
for
the
main
reward:
pack
of
two,
pack
of
three
and
pack
of
four. 
These
can
also
have
early
bird;
for
the
product
I
mentioned,
I
would
have
the
first
25
of
a
two-pack
available
at
$175,
then
the
next
fifty
would
be
2
for
$199,
then
the
next
hundred
would
be
two
for
$220. 
This
way,
people
see
savings.

So
you
can
see,
if
you
are
launching
a
project,
and
you
have
a
product
with
four
early
bird
pricing
tiers
and
a
two-pack
with
three
pricing
tiers,
that
is
already
seven
rewards
for
people
to
choose
from.

The
Ultimate
Kickstarter
Guide
–
Download
Now

No
matter
how
you
specify
it,
we
recommend
not
having
nine
rewards
for
people
to
choose
from,
and
the
sweet
spot
is
better
with
6
and
7
reward
options.
The
main
thing
to
note
though
is
that

backers
only
come
from
your
existing
audience,
so
to
price
your
items
according
to
what
your
friends
and
family
would
actually
buy.

Sometimes,
rewards
have
details
that
can’t
fit
into
the
reward
description. 
This
is
where
you
use
the
pricing
table
on
your
main
page
to
add
more
details. 
For
projects
with
multiple
options
per
reward,
such
as
colour
or
size,
make
it
just
one
reward
and
then
explain
you
will
collect
people’s
desired
colour
options
during
the
email
survey
after
the
campaign.

Once
you
have
detailed
all
the
rewards,
input
the
data
into
your
crowdfunding
platform.
Now
is
a
good
time
to
send
it
to
a
friend
for
feedback
to
this
all
makes
sense.

Once
your
project
page
and
the
rewards
are
all
done
and
have
been
reviewed
by
at
least
one
other
person,
you
send
the
“Can
You
Help”
email
campaign,
offering
the
preview
link
and
asking
for
advice
via
email
from
everyone
whose
contact
info
you
have.

Get
Feedback
(and
apply
it)

So
now
that
you’ve
warmed
up
your
contacts
via
social
media
and
a
“hi
how
are
you”
email
campaign,
and
you’ve
finished
your
project
page
and

made
the
big
decision
about
kickstarter
vs
indiegogo,
it’s
time
to
send
the
next
in
the
series. 
We
would
like
to
have
the
subject
of
this
message
be
“Can
you
help”. 
Remember
that
it
needs
to
be
only
a
few
lines
to
feel
personal
enough. 
Something
like: 
Hi
John,
the
project
is
almost
ready!
Here
is
your
preview
link
:

Can
you
take
a
few
minutes
to
critique
this
page
and
let
me
know
your
thoughts
or
edits? 
Your
help
is
so
appreciated!

Kind
Regards,

Michael

In
your
fundraising
strategies,
you
make
a
very
specific
pitch
to
someone
who
influences
social
media,
someone
who
works
at
blogging
and
has
an
interest
in
your
industry,
or
someone
who
has
their
own
newsletter
list,
either
through
blogging
or
having
an
online
Business.

Additionally,
utilizing

fundraising
software
can
help
manage
and
these
partnerships
and
fundraising
efforts.

In

many
types
of
crowdfunding
marketing
agency,
this
kind
of
email
is
the
key
to
getting
more
backers.

In
the
tier
one
email
document
provided
in
the
overview,
you’ll
see
another
this
“can
you
help”
category-defining resource.

So,
go
ahead
and
draft
your
outreach
email
with
the
preview
link,
and
send
it
to
everyone
whose
email
you
have
access
to. 
Remember
to
do
separate
campaigns
for
different
audiences
because
the
archetype
you
send
to
a
blogger
or
someone
you’ve
never
met
will
differ
from
how
you
talk
to
a
friend,
family,
colleague,
or
coworker. 
Finally,
the
send
method
we
suggest
is
via
SerialMailer,
MixMax,
or
Easy
Mail
Merge
because
you
want
to
increase
the
level
of
personalization
attributed
to
your
message
to
the
replies.

Once
you
send
this
out
to
all
your
qualified
contacts,
be
responsive
as
people
write
back
and
do
what
you
can
to
their
edits.
You
don’t
have
to
follow
everyone’s
advice,
but
it’d
be
good
to
collect
all
the
feedback
on
your
preview
page
in
a
single
document,
and
then
after
a
week
or
so,
you
can
critique
and
apply
the
changes
you
are
recommending.

Finally,
as
the
email
comes
in,
good
customer
service
and
reply
to
everyone
who
writes
to
you.

For
Bigger
Campaigns: 
Recommended
PR
&
Ad
Strategies

Okay,
so
you’ve
exhausted
your
contacts
list
and
are
buzzing
on
Facebook.
But
you
ask
–
how
do
the
bigger
campaigns
get
80k,
200k,
300k? 
Well,
the
answer
is
about
partners
and
also
putting
together
some
budget
for
ads
and
PR.

I’ll
start
with
partners,
we
covered
this
in
an
earlier
lesson
regarding
the
launch
team,
but
a
partner
is
a
little
expanded. 
This
is
the
only
free
or
somewhat
free
way
to
get
traffic
that
you
don’t
already
have.
When
with
a

thing
you
do
in
your
fundraising
strategies
,
you
want
a
new
style
of
making
things
work. 
The
last
kind
of
partner
is
a
student
in
school
groups
or
organizations
that
study
your
topic
or
people
who
run
meetups,
conferences,
festivals,
and
competitions
in
your
industry. 
You
want
to
list
out
everyone
who
could
meet
these
qualities
who
you
know,
and
go
people
you
can
talk
to
about
this
and
pitch
your
partnership
idea.

For
Facebook,
you
can
use
the
intel-sw
Facebook
search
tool
to
find
people
who
“like”
your
industry. 
Add
their
friend,
and
if
they
add
you
back
then
say
hello
online
and
give
your
pitch.

One
additional
thing
you
can
do
is
go
to
upwork,
which
is
a
platform
to
hire
global
freelancers,
and
search
for
people
who
are
skilled
in
verified

lead
generation
&
research. 
You
can
hire
someone
to
search
the
internet
and
get
contact
info
for
people
in
your
industry
who
might
be
interested
in
the
project. 

With
some
fundraising
consultants
$350
can
get
you
sometimes
up
to
1000
additional
useful
leads
to
to. 
As
a
reminder,

cold
calls
to
people
return
at
a
much
lower
rate
than
people
who
you
have
been
introduced
to
or
people
who
you
connect
to
gradually
with
social
media,
so
a
research
list
from
upwark
is
addition,
but
it
cannot
be
depended
on
in
the
same
way
as
your
personal
email
contacts.

So,
you’ve
found
everyone
in
the
industry,
you’ve
been
connected
to
local
business
owners
with
lists
and
you’ve
had
your
friends
introduce
you
to
influencers
they
know. 
You’ve
sent
your
pitch
about
the
project
to
see
if
people
write
back.

If
no
one
is
writing
back,
or
if
you
want
a
higher
octane
way
of
driving
“people
who
don’t
know
you”
to
your
project
page,
you
need
to
employ
“the
system”,
which
costs
money. 
To
be
in
business
and
drive
awareness
outside
of
the
networks
you
already
belong
to,
projects
often
choose
to
get
PR
and
Ads
partners.

Make
sure
you
do
a

covering
indiegogo
review
to
that
it’s
the
right
platform
for
you. 
Sometimes
the
8%
fee
if
you
miss
your
can
be
hefty.

My
disclaimer
–
I
have
worked
with
the
agencies
mentioned
below
with
good
results,
but
results
always
vary. 
Do
not
do
PR
or
Ads
for
less
than
$2,000,
there
is
absolutely
no
way
you
would
get
a
real
partner
to
pitch
you
anything
below
that
price.

For
ads,
you
can
hire
a
PPC
firm
to
manage
the
ads,
and
you
will
pay
for
the
ads
on
top,
or
someone
like
Funded
Today
can
drive
traffic
to
your
page
with
just
a
test
fee
and
a
equity
share
of
your
company.

For
clients
who
want
to
raise
$100k
–
$200k,
this
is
an
absolutely
necessary
investment,
and
I
highly
suggest
working
with
a
professional
press
person
who
can
help
you
arrange
day
one.

Whoever
you
get,
the
most
part
is
to
that
they
agree
to
post
on
a
specific
day
and
time
–
12-24
hours
into
your
launch
day
–
so
that
you
have
a
better
shot
at
gaining
their
favor
and
building
a
team
of
links
to
go
live
about
your
project
on
the
launch
day. 
This
type
of
team
building
is
what
most
people
describe
as
in
their
Kickstarter
faq.