Our KickStarter Experience — Part 2: Results

This is Part 2 to our Kickstarter Experience. The article will highlight some of the analytics and results for our Chicken Heist KickStarter Campaign, as well as what to expect. If you are curious about our preparation months leading up to our KS campaign, please check out part 1 in the following link: Our KickStarter Experience Part 1: Preparation

In Part 1 of our article, we talked about our plan which consisted of Sending Emails, Posting on Social Media, Joining Facebook Groups, Connecting with Backers and Supporters, and Updating our Backers.

SETTING UP FOR THE CAMPAIGN

Sending Emails

As mentioned in the Part 1, 550 emails were collected from Terminal City Tabletop Convention, Meeple Leaf Convention, our website (www.fourtato.com), and our Choose-Your-Own-Adventure Interactive Story. We sent our supporters an email to tell them that the campaign was live with a link to the KickStarter campaign. All the emails were sent in the first 5 days of the campaign. 369 of those emails were opened and 64 people clicked onto the KickStarter link. To do some quick math, out of the 550 people who expressed interest to learn more about the game, 11.6% of the people visited the campaign.

Posting on Social Media

Various online resources and Facebook groups tell us the importance of the first four days in KickStarter. For this, we wanted one team member to reach out to all our followers on all our social media platforms (Instagram, Facebook, and Twitter).

Joining Facebook Groups

We also used our personal Facebook accounts to post on the different board game groups that we were active members in. Of course, we created personal posts to inform our family and friends that our campaign was live! We got the most traffic early in the morning and during lunch time which coincides with the periods when we posted our content.

Connecting with Backers and Supporters

We’ve had so many people reach out to tell us how excited they were about the game. There was an overwhelming amount of support on social media where people would share and retweet our KickStarter Campaign page. We wanted to make a conscious effort to thank everyone who took time out of their day to support and give us encouragement. You are awesome!

Updating our Backers

Another team member was dedicated to respond on KickStarter. We anticipated that there would be comments and questions so it was his job to communicate and send updates to our backers and potential backers. We wanted to make sure that we are transparent so they know that their money is going directly to funding the development and manufacturing of the game.

RESULTS

WE SUCCESSFULLY FUNDED OUR FIRST KICKSTARTER PROJECT! CHICKEN HEIST IS ALIVEEE!

We had 511 backers who believed in our game! Thanks to them we exceeded our goal of $11,300 and even unlocked 2 of our stretch goals. Helping us upgrade the cards to linen texture and ivory core stock.

Day 1–4

Day 1 was our best day for funding! We reached 97 backers who helped us hit 28% of our goal. As expected, the funding slowed down in the subsequent days. In the next 3 days, we saw an increase to our funding goal of 10%, 5% and 4% respectively. What we read online was that the first 4-days would determine if your campaign would be successful. Our campaign reached 47% after our 4 days of funding. We were on track to meeting our goal.

Day 5–24

As anticipated, the middle portion of the campaign was very slow. Though expected, it still made us very uneasy and anxious about meeting our goal. Luckily for us, we had a funding uptick of around 2%-4% per day during this period.

What was interesting was that on Fridays and Saturdays, you can see a mini plateau. I’ve contacted a couple of board game designers to ask them about this. They also mentioned that they were surprised that Fridays and weekends had less activity than expected.

On Reddit, there is a post every Sunday to talk about new and expiring KickStarter Campaigns called “KickStarter Roundup” on r/boardgames. We tried to stay active and create some buzz wherever possible.

Day 24

Get the champagne! This was the day we hit our goal. If we look at the Funding Progress graph, we can notice that there was greater activity after the goal was hit. There could be a couple of reasons for this. We sent out an update notifying our followers that we hit the goal and that Chicken Heist will be delivered. From our understanding, some backers will only back projects that they know will succeed, so letting them know that your project is successful, will give them the push to join in on the fun and support the campaign. Another reason could be because the campaign was ending soon, so backers didn’t want to miss out.

Day 26–30

The last 3–4 days had a massive spike comparable to the initial spike we had when the campaign was first posted. We made sure to notify our followers that there were only 48 hours left before the campaign was over. Our conversion rate for followers becoming backers increased from 12% to 21% during the last few days.

WHERE DID OUR BACKERS COME FROM?

Just from looking at the data from KickStarter, we can see that a large portion (57%) of our backers came directly from the KickStarter website. Only 41% of the backers came from external referrals, this includes (Emails, Facebook, Twitter, and Instagram).

This might not be totally accurate in accessing the effectiveness of using our social media platforms because people who may have heard of Chicken Heist from social media may have searched for the campaign directly on KickStarter. There was also a big influx of backers on day 1 and day 2, which may suggest that those backers have been notified through emails or social media posts.

CONCLUSION

Our first campaign far exceeded our own expectations. Our followers and supporters made a massive impact through funding, sharing, liking, and commenting on our posts. I think the most important pointer I can give to people trying to put their project on KickStarter is to do your due diligence ahead of time. Build your audience and your crowd. If you’ve created content for people to support, they will come and bring you to the finish line.

Our first campaign far exceeded our own expectations. Our followers and supporters made a massive impact through funding, sharing, liking, and commenting on our posts. I think the most important pointer I can give to people trying to put their project on KickStarter is to do your due diligence ahead of time. Build your audience and your crowd. If you’ve created content for people to support, they will come and bring you to the finish line.

WANT TO JOIN THE HEIST?

You can still get yourself a copy! Come visit our Pledgemanager to pre-order a copy of Chicken Heist and get in on the fun!

PRE-ORDER HERE!

Article published on www.fourtato.com

Tiny crew of board game designers! Four potatoes trying to make their ideas come to life!