How To

Our Guide to a Successful CrowdFunding Pitch!

Photograph of the blog post author, Mary Woodcock

Mary Woodcock


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Now, as I’m sure you’re aware, we at Music Gateway have this week begun a Crowdfunding campaign for investment to our business, crowdfunding platforms can open doors for entrepreneurs because they offer access to capital without having to navigate through the complicated traditional channels such as venture capital and angel investors.

In addition, crowdfunding provides businesses and with a way to engage their customer base and involve them in the exciting start-up phase of their company, all the while getting their product out into the market. So for all of the budding entrepreneurs out there with big ideas and dreams of making them a reality, here are ten tips we have learned/are learning from our experience running a crowdfunding campaign:

1. Create a prototype of your idea. Crowdfunding campaigns are most successful when you have built the foundation of the project and are now asking for support to help take it to the next level. It also shows your belief in the project as you have invested time and personal money in the venture, which will support the all-round credibility of your campaign.

2. Pick your platform. As the popularity of crowdfunding increases, so do the number of platforms available, but the one we have decided to go with is CrowdCube, and this is because it is targeted towards businesses and we feel it’s an innovative way to go, with it being a relatively new start up as well.

3. Build your project page. Research similar projects that have been successful and make note of the type of detail they included on their page. Your project page is your opportunity to sell your idea and engage potential supporters to become involved in what you are doing and contribute to your campaign, so make sure it is well written with a clear objective — and includes pictures!

4. Include video. Campaigns with videos are 50 per cent more successful than those without. A digital camera or smartphone will do just fine if you don’t have access to more sophisticated equipment. It is also useful to watch the videos of similar campaigns to yours to see how they made them.

5. Set up your payment structure. Different sites use different methods of payment, so make sure you look into what is required to set it up on your chosen site seven to ten days before you plan to go live. You don’t want to be all ready to go live and have no avenue to accept funding!

6. Build a media list. Research relevant media outlets to your project – include online magazines, newspapers, blogs and any other avenues that you can think of. Make an excel sheet with the name of the media outlet, the type of content they write on, as well as contact information.

If you know anyone (friends of friends) who is an in with anyone at any of your chosen outlets, reach out to them to engage and involve them in your campaign. Your media list is never complete, so keep adding to it as you come across new blogs and journalists who you think would be interested in your story.

7. Start pitching the media. Write a skeleton of a pitch that describes who you are, what your project is, and why you are crowdfunding to get it off the ground. Beyond this core information, each e-mail should be tailored to the specific person/publication you are addressing.

Include something you like about their site, or reasons you find their content engaging and informative. Keep these e-mails short and to the point, as bloggers and journalists receive hundreds of pitches a day. Start reaching out a few weeks before you plan to launch your campaign and then follow up once it is live. Only a small percentage will respond, which is why it is important to be persistent and continue to build your list and follow up.

8. Reach out to family and friends. Friends and family are going to be the backbone of your campaign, so be sure to get them involved early. A few weeks before you plan to go live send an e-mail to your extended network of family and friends telling them about your upcoming project, explaining what crowdfunding is, and preparing them for launch day.

Before you launch pre-write personalized e-mails that you will then set up to send out the morning of your launch. Yes, this is a lot of work, but you are asking for their money and support — people are more likely to respond to a personalized e-mail than to a mass distribution list.

9. Keep the energy going: After the initial burst of activity that will come with your launch, the next phase is keeping up the momentum. That means focusing on getting more press and spreading the word about your exciting new project. Staying engaged and involved is key. And make sure you send frequent updates to your supporters. Updates are notifications that are sent to your contributors, or anyone who has elected to “follow” your campaign to keep them up to date on your progress.

They can be anything from pictures, to recent press coverage, to what work you did on your project that day. Campaigns with more than 30 updates raise 400 per cent more funding than those with zero to five updates.

So by following our 9 steps, this will give you the best chance of having a successful crowdfunding campaign! Good luck and happy crowdfunding, and if you want to support Music Gateway’s cause, check out our CrowdCube pitch here

As always, share, tweet and comment below with any tips you may have!


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