IN THIS GUIDE, WE’LL COVER:
- How to determine how many email addresses you should collect before launching a crowdfunding project
- What to consider when determining realistic email goals
- How to turn qualified leads into crowdfunding backers
HOW MANY EMAIL ADDRESSES SHOULD YOU COLLECT BEFORE LAUNCHING A CROWDFUNDING PROJECT?
Product Price
Public and internal goals
Conversion Rate
And more
HOWEVER, IT’S POSSIBLE TO SET A GOAL FOR COLLECTING EMAIL ADDRESSES BASED ON THE FOLLOWING STEPS:
1. DETERMINE YOUR FUNDING GOAL.
Remember to set your goal as low as possible but still high enough that you are able to fulfill all rewards.
2. DETERMINE YOUR PRODUCT PRICE.
While you’ll likely be offering many rewards at different prices, for the purpose of this exercise, focus on the reward you expect to be the most popular. This is typically the reward level for one product.
3. CALCULATE TOTAL REQUIRED BACKERS.
Divide your goal by the product price to determine how many backers you will need to successfully fund your campaign.
4. CALCULATE TOTAL REQUIRED BACKERS.
Calculate 30% of the number you arrived at in Step 3 to determine the number of backers you’ll need in the first two days. At Enventys Partners, we like to see at least 30% of a project’s funding goal reached in the first 48 hours. We’ve found that hitting this benchmark puts a project on a good trajectory to reach its goal.
5. CALCULATE PRE-LAUNCH LEADS REQUIRED.
Assume that your list of emails will have around a 1% conversion rate. Many campaigns achieve up to 2% or more, but using a lower number means you’ll err on the side of caution. Use this conversion rate to calculate the total number of leads needed to hit 30% of your funding goal in the first 48 hours.
A FEW IMPORTANT DISCLAIMERS: NO AMOUNT OF EMAIL ADDRESSES CAN OVERCOME A BAD PROJECT
While it’s fairly easy to calculate the number of email addresses you’ll need for a successful Kickstarter or Indiegogo project based on a few small assumptions, there is one big assumption we haven’t talked about yet.