What to Include on Your Crowdfunding Page

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THE ULTIMATE GUIDE TO creating a crowdfunding CAMPAIGN Our ultimate guide to campaign creation designed to help creators bring their visions to life by helping them set up their crowd funding campaign.

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Broken out into several modules, this guide is designed to be used in whole or in parts to help creators get the most from their campaigns.

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modules THE ULTIMATE GUIDE TO CREATING A CROWDFUNDING CAMPAIGN This Checklist works as a To-Do list for anyone who wants to run a campaign on Kickstarter or other crowd-funding platforms. It Is based on many past successful campaigns that have been researched and run over in the past few years. This guide is not a list of must haves, but rather ideas to create a reminder of the different parts usually found on Kickstarter pages. Because this guide has this “module” concept, you usually see banners with the title of the section or module like Add-ons, Stretch goals, reviews, etc. The use of each of these modules is totally up to the user. On each module you will see listed what its purpose is and where it typically belongs. These are based on experience, and while some are fixed, there is a lot of flexibility built into the platforms to design one that is best for your project. Contents 1. PREVIEW PAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 2. EARLY BIRDS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 3. PRESENTATION VIDEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 4. ENGAGING INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . 4 5. GOOD IMAGE CHOICES THROUGHOUT . . . . . . . . . . . . . . . 4 6. THEMED BANNERS & CAMPAIGN OVERALL . . . . . . . . . . . 4 7. GIF ANIMATIONS ON KEY ELEMENTS of the game . . . . . . 4 8. COMPONENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 9. HOW TO PLAY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 10. FEATURES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 11. RULEBOOK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 12. WHY BACK NOW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 13. PNP, DIGITAL, ETC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 14. PLEDGE LEVELS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 15. STRETCH GOALS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 16. ADD ONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 17. SHIPPING DESCRIPTION, Tax and Duties Policies . . . . . . . 8 18. REVIEW – PREVIEW – WALKTHROUGH . . . . . . . . . . . . . . . 8 19. QUOTES ABOUT THE GAME . . . . . . . . . . . . . . . . . . . . . . . . 8 20. SOCIAL LINKS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 21. DISCLAIMER . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 22. CREW, CREDITS, AND ENDING NOTES . . . . . . . . . . . . . . . . 9 23. IT’S A WRAP! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

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1. PREVIEW PAGE Design a 1024x576 Pixels image you will use as a KickStarter preview Page. KickStarter Preview is a little bit tricky, as crowdfunding pages like Kickstarter will ask you to build the campaign first, and then you will send that one to be approved, which is not the same as Launching. Here is the trick. You can do some sections from your campaign that don’t need to be complete quite yet, add some of the images and that’s enough to send the campaign to get approved. After that you can get people to register for that KickStarter preview page. Do you know that over 10% of the people subscribed to the preview will probably back you up? As soon as you have your campaign approved. The information you put on the Kickstarter Basic Section, like Title, Subtitle, and the image, will be immediately available to share on the Preview page. Best of all, people can subscribe to get notified once the campaign is launched.

IT’S PURPOSE ON THE PAGE A KickStarter preview page is significant because it allows you to have a KickStarter website where potential backers can click a button to get notified when you launch the campaign. Consider that usually, 10% to 20% of these people will back the game, it’s a perfect boost for the initial hours of the campaign.

Some Recommendations First!! TEXT and TEXT... Avoid too much text! You will have only 1 to 2 minutes at most to convince someone to back your game, and probably the potential backer will look for sections that are part of this document, so choose your words wisely. The key features, the highlight of your game should be more graphical than text. If you catch the backers’ eye early on, you can explain the rest in the modules you need to build a little further.

2. EARLY BIRDS Here is a decision that I leave totally up to you, but let’s think about it first. Firstly, let’s say why this has become a big issue on KickStarter. Early bird is a concept of giving something to the first predetermined number of backers or a gift during the first 24,48,72 hours. Usually is an economic benefit like a discounted price. Many people love the idea of early birds, but a lot of people strongly dislike them. Why? Because it’s a 30-day campaign, you are only rewarding to people following your project, not those who find out about it during the campaign organically. On the other hand, you need the boost in those first 2 days as it greatly helps your project succeed. Another approach I have seen is that an early bird helps the campaign by unlocking gifts or reducing the price for EVERYONE! It’s boosted by the first XX backers or XX hours. Again, this is an option, and it is up to you to make your own decision if it fits your project or not.

3. PRESENTATION VIDEO A successful presentation video runs from 1:30 to 3:00 minutes and will have to be visual engaging and oriented to show the product (the board game). Videos are not for everyone, but many people take that time to decide whether to back a game or not. You need to engage the potential backer in first 30 seconds, and then quickly carry on to the rest of the video. Some ideas as to what to include are an intro, how-to-play, the designers’ resume, visuals of the game being played, and the designer talking.

IT’S PURPOSE ON THE PAGE The primary and first image of your campaign should be a video. It’s what the potential backer will see first. Not all backers will watch the video, but the goal is for those that do to be engaged to your game by this video.

TYPICAL LOCATION ON PROJECT PAGE It will be at the top of campaign’s page.

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4. ENGAGING INTRODUCTION At the top of the campaign, you have also need to have the introduction of your project. Introductions are unique for each game, and usually they are the set the graphic design theme that you have decided on for your game. You can usually see components of the game, some artwork, the game’s tagline, and summary. Things that you feel are important and consider a key element of your game should be added here. Usually, from this point, you continue the graphic designed theme or at least the streamline the campaign design.

IT’S PURPOSE ON THE PAGE When you start to scroll down through the campaign, the introduction is what backers will be looking at first. Low-quality intros can make people go away immediately and look at another campaign, but an interesting introduction showing captivating histories, components, and the game’s art is what will keep potential backers engaged.

TYPICAL LOCATION ON PROJECT PAGE It goes right at the beginning of the campaign’s page.

5. GOOD IMAGE CHOICES THROUGHOUT There is no secret here, the presentation must look good. It can be a high quality 3D rendering, a stock picture, or just people playing the game. In every case, the quality has to be good. Consider spending a little money on this part of the project and include it when commissioning artwork. A 3D render is a great, affordable option.

IT’S PURPOSE ON THE PAGE To show care, quality and the theme of the project.

TYPICAL LOCATION ON PROJECT PAGE Well, everywhere! Good quality images are a requirement of all the modules.

6. THEMED BANNERS & CAMPAIGN OVERALL The best campaigns are thoughtfully themed and full of graphic design that is oriented to the game’s theme, components, and mechanisms. Keep in mind that a well themed and beautiful campaign can help convince even the most skeptical backers.

IT’S PURPOSE ON THE PAGE Theme helps convey the nature of your project and allows potential backers to get immersed in the world you are creating.

TYPICAL LOCATION ON PROJECT PAGE Themed banners and headers should be placed at the beginning of each module.

7. GIF ANIMATIONS ON KEY ELEMENTS of the game One strategy is showing key components and gameplay with GIF animations. Keep them small, under 10 MB so they don’t slow down the loading of the page, It is a good idea to use them sparingly as well so they don’t lose their impact. The good thing is that while those GIFs are loading, the rest of the campaign can still be seen. Considering the campaign as your game’s sales sheet, it is worth spending a little extra here if your game can benefit from it.

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IT’S PURPOSE ON THE PAGE Everywhere, but keeping the campaign esthetic consistent during the entire presentation will show the backer the professionalism you want to project.

TYPICAL LOCATION ON PROJECT PAGE It’s not a module you usually use them on How to play or Features modules

8. COMPONENTS Showing, or better yet, “Showing off” your components is a must on a KickStarter campaign. Potential backers love to see all the game’s special, unique, and regular components. It doesn’t matter if it’s only 10 round coins and a die or 100 miniatures games with 50 maps, it is imperative to show these elements of your game.

IT’S PURPOSE ON THE PAGE To show potential backers what they are getting, or missing out of, with their pledge. Backers want to know what they are getting for their money pledged.

TYPICAL LOCATION ON PROJECT PAGE Typically at the beginning of the campaign, after the introduction.

9. FEATURES If your game has a unique mechanism, a really cool component, extraordinarily detailed miniatures, or a specific thing from your game that is really outstanding, you have to highlight these features. To do this you should add some extra information specifically about that in your campaign. If some features of your games are in the Sustainability, Green, or Eco-friendly categories, you should certainly add those here.

IT’S PURPOSE ON THE PAGE Features are a small part of your campaign that you take an extra minute to show, displaying what makes your game unique. Sometimes specific features can be the difference between a someone backing a project or not.

TYPICAL LOCATION ON PROJECT PAGE After the components usually makes the most sense.

10. HOW TO PLAY Providing a section on how-to-play the game is significant. If the game is a rules-heavy you should consider adding the critical mechanisms in broad strokes. A how to play video and the rulebook (see below) can fill in the gaps. If it’s a relatively simple ruleset, you can detail it here step by step. Explaining setups, phases, victory condition is what you usually put here.

IT’S PURPOSE ON THE PAGE Show the main mechanisms of your game and how you expect your customer to play the game. You can also give a feeling about art and theme of the game.

TYPICAL LOCATION ON PROJECT PAGE Right after components and features make logical sense. We have introduced the game, shown the components and features of it and now you learn how these components interact.

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11.RULEBOOK There are not many required items on a project page, but access to the rulebook is crucial. It doesn’t matter if it’s a draft of it (not this clearly on all the pages), or the final version. Do not worry about things being perfect. The rulebook is for those backers who need a little more time and like to read to understand over a video. It also is a great place to show how much work you have done on the game and are still doing if this is the case.

IT’S PURPOSE ON THE PAGE A rulebook shows professionalism and attention to detail. A well-done rulebook, well explained, is necessary for a lot of backers.

TYPICAL LOCATION ON PROJECT PAGE Usually, after showing them how to play, you show the user the rulebook, Typically as a downloadable PDF or DOCX.

12.WHY BACK NOW – CALL TO ACTION This is a specific call to action for the project. Outlining why a backer will want to back this project over waiting. This can be simply that this project will not get made without help.

IT’S PURPOSE ON THE PAGE If you planning to release a special edition, or special exclusive components for backers it is important to tell that to the backers.

TYPICAL LOCATION ON PROJECT PAGE Once you have shown them the project, it is time to ask for the sale, and that is where this goes, after the rules and how to play.

13.GETTING BACKERS TO PLAY IT You can allow the backers to check out your game by playing it. There are many options available now, the main ones being to create a PNP (Print and Play) of the game, and to offer access to digital editions of your game in Tabletopia.com, a free web browser-based gaming platform, or Tabletop Simulator, a 3d board game sandbox. The technology right now allows us to show our game worldwide virtually. Most tabletop simulators permit the designer to create a virtual edition of their game. It’s not overly complicated, and you can even do it yourself, depending on the game’s complexity. Depending on the type of the game Print and Play could be an excellent solution to show your game. Finally, Discord is a great tool to keep in contact interested backers immediately.

IT’S PURPOSE ON THE PAGE Giving potential backers time to play the game will allow them to make an informed decision. This also allows you to continue to test your product as now potentially more people will play and see it.

TYPICAL LOCATION ON PROJECT PAGE Soon after you show everything about the game, it’s a good idea to show the backer that they can try out the game by themselves, so after the call to action.

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14.PLEDGE LEVELS Defining Pledge levels is not only critical to your project’s success, but it is required when building the project. Pledge levels can include multiple editions, different types of editions, group purchases, special benefit levels for high paying backers, limited editions, and on and on. If you can think of a special, you can make a level. However, no matter which and how many pledge levels, you should consider taking the time in your campaign to show everything that comes with the pledge level that you are offering, because sometimes the pledge level as simply text is difficult to understand. Look at similar projects to yours to gather ideas.

IT’S PURPOSE ON THE PAGE When a backer decides to support you, they will choose the pledge level they are interested in, and this is a text component. This area allows you to explain clearly and show images.

TYPICAL LOCATION ON PROJECT PAGE There is no specific place for this, but it is a call to action so it should probably be near that area.

15.STRETCH GOALS Stretch goals are pretty much required if you are going to offer them. A lot of campaigns rely on always the constant levelling up of unlocking stretch goals. They tend to fall in a couple of categories. The technical stretch goal is an improvement quality of the game, while physical goals offer more items throughout the campaign like special components, a solo variant, more artwork, etc… There are also a few ways to encourage the unlocking of these goals. One is a funding stretch goal where they are awarded for getting X amount of money. Another is the Social Stretch Goals when you grant the award because you reach X followers in a specific social network. While one may be tempted to set these up while the campaign is going, you should determine the goals before you launch the campaign, and depending on the advance, you can decide to use them all or just partially or blow through them and must create even more!

IT’S PURPOSE ON THE PAGE Stretch goals it’s a specific part of a Crowdfunding campaign. It is supposed to engage by offering these rewards depending on the funding goals.

TYPICAL LOCATION ON PROJECT PAGE It depends a lot on the focus of your campaign whether these should be high on the page or not. A typical campaign would see it below things like the call to action, but it has also been at the top for campaigns that have large lists and want to gamify their project.

16.ADD ONS Add-ons are not the same as Stretch Goals. There are some things about add-ons that you should consider. Usually, an add-on falls into a few categories. It is one way to offer extra components or deluxe bits a-la-carte. Possibly some Kickstarter exclusive items. Sometimes they are other products you offer, like other games, expansions, or bits. Add-ons are not for all your backers, just for those who want to have a little extra. But be aware that it will not affect your fundraising goal. You will need to explain that access to add-ons are after the campaign has ended and will be available through the Pledge Manager. The flip side of add-ons is fulfilment. Consider that personalizing each pledge will increase the potential number of fulfilment errors, or the cost, because usually you will be charged you for these small changes.

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IT’S PURPOSE ON THE PAGE Add-ons can show to the backers that there is more stuff to the game and they show your interest to develop the game as a product, not just a one-shot design.

TYPICAL LOCATION ON PROJECT PAGE It’s a totally secondary one. I generally recommend putting it towards the bottom.

17.SHIPPING DESCRIPTION, Tax and Duties Policies There are two ways to handle shipping. It can be paid for and covered in the pledge, or it can be passed on to the backer. The latter is usually done with the pledge manager and is collected much closer to the ship date. This has two benefits. It allows you to adjust for changes in prices and taxes, and it also has the benefit of making the game less expensive at the Initial backing. Shipping charges are always a concern but nowadays even more so. Due to new and evolving Tax and Duties policies in different countries, people are not aware of all the information, sometimes even in their own country. Keep this section as clean and straightforward as possible. Make this easy for the backer by gathering as much information as possible. Be clear about estimating how much they have to pay to receive the game according to their pledge and location. Usually, a Table with prices is the easiest way, but be clear that these costs are estimates and may change. Adding the Taxes and Duties to that cost will make everything easier.

IT’S PURPOSE ON THE PAGE To be clear of a cost that in some countries could be substantial and even exceed the cost of the game itself. Remember that it is not just shipping, but Duties, Vat and others that may affect the distribution price are important also. Knowing all the possible costs and options, show your backer that you have considered this carefully.

TYPICAL LOCATION ON PROJECT PAGE Usually at the bottom of the page but near the levels and other items. Update this as you learn more throughout the campaign.

18.REVIEW – PREVIEW – WALKTHROUGH The power and potential of a gameplay video, whether physical or digital, is huge. People reviewing your game, previewing it, a walkthrough or an unboxing, these videos can take many forms. Many backers consider that if a person told them that the game is good, they will like it too. You can also show that someone has seen the game in physical form and that they have seen your project, lending another voice to your own about the project. Look through Facebook groups and will find a wide range of people wanting to work on your game, some paid, some work for games, and some even work for the experience.

IT’S PURPOSE ON THE PAGE This allows someone who is doing a lot of research on your game, and whether it is a $20 game or a $200 game, there will be people looking for this feedback and visual.

TYPICAL LOCATION ON PROJECT PAGE A group of videos at the bottom is a great place for them to live. Generally, you will see a large amount of them grouped together here.

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19.QUOTES ABOUT THE GAME Quotes tend to go hand in hand with videos and a lot of time may even be pulled straight from them. When someone speaks well about your project, this should be highlighted. If anyone speaks well of the project, consider it an excellent quote to add that to your campaign. It is always good to ask as it can be another point where they will advertise your project for you to their audience. If the quote comes from someone famous, remember to add their name, image, or avatar with permission.

IT’S PURPOSE ON THE PAGE If someone says something about your game, it is great to highlight that. Quotes can even be the only text that some people will read about your game, so show it off!

TYPICAL LOCATION ON PROJECT PAGE They can be littered throughout your campaign, and it can be grouped in a section near the videos of reviews.

20.SOCIAL LINKS Showing backers what you do on your socials is great, so add the links to all your socials, so that followers can like and share your project. You should encourage them to share everything. Remember that the backer feels an investment in the game and with stretch goals, the social community can see some of the best organic marketing of your campaign.

IT’S PURPOSE ON THE PAGE Get followers, likes, shares. In other words, free ad.

TYPICAL LOCATION ON PROJECT PAGE Put it at the bottom typically. If you have social stretch goals, be sure to include them there as well.

21.DISCLAIMER If your think that your game may affect groups of people due to theme or some other element. First, before you do the campaign, do your research. Find the kinds of organizations that can help you review and understand what a stumbling block for some potential backers could be, and you can add a disclaimer explaining this. This is anticipating any problem while during the campaign and you should add links to the resources that you find during the research. This is also where you would add the risks and challenges section usually required by the crowdfunding platform.

IT’S PURPOSE ON THE PAGE You can keep your backers informed that you are aware of these elements and can create an environment of understanding around it.

TYPICAL LOCATION ON PROJECT PAGE This can be a negative, so it is usually found at the bottom of the campaign.

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22.CREW, CREDITS, AND ENDING NOTES We now come to the end, and it is a good time to thank the people that matter. things like Crew involved in the game’s development, Thank you text and banner to specific people or companies, like Hero Time 😀.

IT’S PURPOSE ON THE PAGE Usually, to thank people.

TYPICAL LOCATION ON PROJECT PAGE The last one.

23.IT’S A WRAP! As I said initially, this is a rough checklist, and it can help you run a campaign. People that back campaigns are used to seeing fully formed campaigns, and while some people may only need a few lines to convince them to back or not, others take the time to read all about it. Crowdfunding is an exposing moment for the designer when they are sharing their passion and people to come inside and look at your most belove thing: your design. Be prepared for everything and expect the unexpected because it is an amazing ride. By the way, I did forget about 1 module, the one YOU invented! Be creative! Someone in the past settled how a campaign is done today, but that doesn’t mean it is the perfect way to do a thing. You can be the one who find the new way of doing it, so be creative! This document was made by Pablo Guevara Dec 2021 for Hero Time Board game manufacturer and edited by Chris Whitpan. If you need to contact Pablo, you can at pablo@herotime1.com. Revision Notes 12/2021 - Edition 1.0 1/2022 – Edition 1.5 – Edited for grammar and clarity