TechCrunch | by Natasha Lomas | Jan 8, 2014

NCFA Forward:  Indiegogo recently announced a new feature called OutPost campaigns, which enables companies to embed 'mirrored campaigns' on their own company's website, which is similar to a feature Canadian portal FundRazr launched in 2013 called "Crowdfunding as a Service Technology" (CFaaST).  Examples include FundRazr's announced partnership with San Francisco-based Healthline, a leading provider of intelligent health information and technology solutions, and it's work to help raise funds for American Gut.

There is no shortage of crowdfunding websites (view Canadian Crowdfunding Directory) out there, vying to help you raise cash for your big idea but the two highest profile outfits remain Kickstarter and Indiegogo — the former having the reputation of the 800 pound gorilla in the crowdfunding room.

According to research we covered last summer, Kickstarter was responsible for raising around 6x more successful funding than Indiegogo (Indiegogo did dispute that research, however).

Whatever the truth, the perception remains that Indiegogo plays second fiddle to Kickstarter. Which gives it all the more reason to broaden out its feature-set to crank up its appeal. Case in point: it’s announced a plan to extended its reach with the launch of a tool, called Indiegogo Outpost, that will let companies run Indiegogo crowdfunding campaigns as embeds on their own websites.

Related:  FundRazr's Crowdfunding as a Service Platform Launched at Grow 2013

What’s the point of that? It says the idea is to allow companies with large followings/powerful existing brands of their own to leverage the traffic and energy that’s directed at their own website.

“We’re always looking for new ways to help Indiegogo campaigns directly engage with audiences who are likely to support them,” said Slava Rubin, Indiegogo co-founder and CEO, in a statement coming on the planned launch.

Outpost campaigns won’t be exclusively out on a limb. They will also get a mirrored campaign on Indiegogo’s website so the company running an Outpost campaign still gets to tap into its nine million monthly unique visitors — in a ‘have your cake & eat it’ type scenario.

Beyond that, the tool also, of course, adds another string to Indiegogo’s bow in the feature-set competition with Kickstarter.

Indiegogo said Outpost campaigns will be able to use its own campaign analytics tools, or integrate third party tools such as Google Analytics, KISSmetrics, Mixpanel or Facebook retargeting if they prefer.

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