Your crowdfunding description offers all the detail your video doesn’t have time to talk about. It answers the unanswered questions and builds confidence that your campaign is above-board, and you have a plan for the money.
Most viewers will watch your crowdfunding video first, then skim through the crowdfunding description. A small number will skip your video entirely, and just read the crowdfunding description.
This post looks at the elements of your crowdfunding campaign and it’s copy. There’s a downloadable cheatsheet available on Gumroad in the Crowdfunding Copy Bundle. It comes complete with templates and examples that will help you write your own crowdfunding description.
I’d also recommend you check out this blog on tips for your crowdfunding copy – it’ll help you write in a way that is easily understood.
It’s not strictly part of your crowdfunding description, but the title of your project is the very first thing that grabs your backer.
I’ve done some research into what makes a good title – you can check out a more detailed post here. But simply, your title should be 4-7 words long, and include the name of your product/company, and a very short description.
Remember to use keywords – the title is what most platform’s algorithms look at when someone searches for your campaign.
The short description is often visible in social media links; from the ‘browse projects’ page of your platform; and in the embedded widgets people display on their websites. It gives context to the title and can be used to provide a call to action.
Typically these need to be under 160 characters, though the exact limit depends on your platform.
Some templates and examples of descriptions are available in the cheatsheet for this post.
The hero image should be visually interesting, and draw the reader down the page to find out more in the rest of your crowdfunding description. A hero image can be an animated GIF if you want to give more context, or show the product in use.
The introduction should be two or three short sentences explaining why someone would want to back this project. Focus on how people will use your product, or how contributing will benefit them. Encourage the feeling of doing something together.
Examples of an introduction are provided in the cheatsheet for this post.
The background section covers the history of the idea, and introduces any major personalities involved in the project (such as a director, an inventor, or a catalyst of note).
Tell a story of how this campaign came to be. Consider the questions:
- Where did the idea come from?
- Who is it designed to help? (Your ‘ideal backer‘)
- How much have you already done? What’s left to do?
- Who is it meant to help?
- Why have you decided to try crowdfunding?
Examples are available in the cheatsheet for this post.
Show that your campaign has the backing of others. This may be a section of your crowdfunding description that you fill out during your campaign. Or, if you have already gained press and reviews, this is where you showcase them.
Social proof can be an image showing the logos of media outlets who have covered you (this was done by The Coolest Cooler, Flow Hive, and Baubax) or you could use actual quotes, like the Sondors Electric Bike. Serial Kickstarter Magnus MacDonald uses emails from previous backers.
Details, Features and Technical Specifications
Where you can, use an illustration to show dimensions. Or, a photograph comparing the size of your product to another well-known product.
Give details, including measurements and materials you will use.
Sometimes it will be appropriate to show the features of your product too.
Your timeline shows you have thought out your production process, and gives backers confidence you know what you’re doing. It also shows how you’ve come to the estimated reward delivery dates.
A timeline is a good visual tool – check out this post on timelines to see some great examples from real campaigns. The cheatsheet for this post will help you to organise your timeline, and if you need a little help designing one, you can download PDF templates here.
The cost breakdown shows where your backers’ money will be going. Group your costs into chunks (e.g. material costs, manufacturing costs, crowdfunding fees) and make a pie chart to illustrate the information simply.
A spreadsheet is provided in the bundle for this post which will help you make a simple pie chart in Microsoft Excel or Google Docs. More instructions are included in the cheatsheet which is included in the bundle.
The breakdown of rewards in your crowdfunding description should expand on and illustrate your reward levels, rather than just repeat them.
Including pictures of the rewards helps you to explain concepts and designs, as well as keeping the reader moving through your content.
Check out these projects for cool rewards breakdowns:
A rewards matrix is a good way to show who gets what at each level. A spreadsheet is included in the crowdfunding description bundle to help you make one.
Team Bios and Contact
The last piece of info you want to give in your crowdfunding description (before you get onto FAQs and Risks and Challenges at least) is who you are, and how people can contact you.
There are some bio templates in the cheatsheet download available for this post, or you can check out some of the projects below for examples:
- Support Team USA in the Giant Robot Duel!
- Solar Roadways
- KAISR Original: The Ultimate Inflatable Air Lounge
Remember to include your contact details and a press kit download.
Pulling it all together
Look at some campaigns like yours and work out how you’re going to order and pull it all together.
Once you have worked out your copy and gathered your images, put it into your crowdfunding platform and see how it looks.
Show it to some people and get some feedback: have you forgotten anything? Can you make it more visually appealing?
If you need more help and examples to write your own crowdfunding description, grab the templates and cheatsheet in the bundle below to help get you started.