September 26th, 2018
How to use your blog to fuel startup crowdfunding efforts
Whether you’re attempting to crowdfund an eBook, a documentary, an album release, or some other venture, the goal is the same: You want as many people to learn about your project as possible, and then feel inspired to open up their wallets (er, I mean hearts) to help you fund it. One of the best ways to get the word out about your venture is to blog about it. Using your blog to drive startup crowdfunding efforts could be the difference in making or breaking your fundraising goal.
Start with your current audience, or build one fast
Hopefully, you’ve already been blogging steadily, but if you haven’t, create a blog as soon as possible so you’ll have a place to direct people to learn more about your project. This internet home will be a diary if you will, with behind-the-scenes information and news people want to know.
"You should be blogging at least three to six months prior to your crowdfunding launch. The idea is to whet the appetite of your audience ahead of time so that when you eventually ask for their dollars they will be more likely to give."
It’s like dating in that it starts with a little flirting. Ask for their email address, and message them a bit. People want to get to know you before they financially commit. Then, you have to maintain the relationship by continuing to wow them with your ongoing story. (You don’t just ask them out and never call them again!)
Choose your platform and commence editorial planning
You probably already know this, but not all crowdfunding platforms are created equally. Check out our post on the most popular ones and pick the one that speaks to you. Then, come back here to continue learning about how to blog your way to full funding. Go ahead, I’ll wait…
Welcome back! Now that you have decided which crowdfunding platform to use, it’s time to plan your editorial calendar. You’ll want to determine how often you’ll blog, what you’ll write about, and how you’ll promote the posts. (Launching the fundraiser without a blogging plan is asking for trouble.)
Some things to consider adding to your editorial calendar include:
A post about who you are. People connect to people, and they want to feel like they have a relationship with you instead of giving haphazardly to a stranger.
What you’re raising the money for. Duh! You’ve got to explain what this amazing thing that people just have to fund is.
Why you want to make this brilliant thing a reality. As Simon Sinek so brilliantly said in his Ted Talk:
“People don’t buy what you do, they buy why you do it.”
(P.S. I strongly recommend watching that video before you start blogging about what you’re fundraising for because it gets to the heart of what will compel people to give to you.)
A detailed breakdown of costs. Here’s the thing: If you tell me a clothing line is going to cost $100,000 to launch, I’ll assume you are just money hungry. But, if you tell me that each piece is lovingly handcrafted by a team of seamstresses who spend hours perfecting each element of these outfits, how much the sewing machines cost, and what the money is really being used for, now you’ve made me feel like I’m contributing to a cause, not just your bank account.
The National Crowdfunding Association of Canada (NCFA Canada) is a cross-Canada non-profit actively engaged with both social and investment crowdfunding stakeholders across the country. NCFA Canada provides education, research, leadership, support, and networking opportunities to over 1500+ members and works closely with industry, government, academia, community and eco-system partners and affiliates to create a strong and vibrant crowdfunding industry in Canada. Learn more at ncfacanada.org.