As you might have noticed, I'm raising money for my Photoville exhibition on Estonian Kickstarter analogue Hooandja. Here's the link to my Photoville campaign. It's not over yet, so you're more than welcome to contribute.
I'm writing down some of the campaign design ideas, so once it's over, we'll see what worked and what didn't. It was simpler for me, as Annika Haas already held a successful campaign for the same reason last year (which I supported as a matter of fact). What I learned from her campaign:
- She had 142 supporters, no point to think I can get more (likely less)
- She asked 3500€, got 3730€ - asking much more would be unjustified and unrealistic too (although 3500€ doesn't nearly cover Photoville expenses)
- That's the average of 26€ per supporter, again no point to think I can get more (this number is not very important, but it's needed for modeling)
- There were no supporters on 250€ and 500€ levels - omit them in my campaign
- 117 out of 142 supporters were on the 5€ (31), 15€ (35) and 25€ (51) levels - I need to make more levels in the low end, driving people upwards
Very similar scheme was used in Press Photo Book campaign, except that there the average contribution was a little higher. Probably because of the last minute contributions by some corporate supporters to hit the target.
The ideas & goals I had in mind:
- I need to raise money for at least Photoville participation fee - 3500$ (around 3100€ when I started the campaign, now more than 3200€. I honestly didn't expect to deal with currency risk here.).
- I want to offer something that counts, something that works for me even when the campaign is over. I chose to offer signed prints.
- The best I can hope is that my supporters hang them on their walls and have some emotional connection to them.
- Should they go up in value, they offer substantial value to the owner. OK, I can't dream yet of resale market for my prints...
- They're valuable for me when they're beautiful and desirable, hanging on my supporters walls. So I need to make them really beautiful.
- I need to offer more choice in the low end as this is where most of the contributions happen. I figured out that 15€ is the absolute lowest level where I can offer a print and that's a stretch already. I made the levels as follows: 5€, 10€, 15€, 25€, 35€, 50€, 75€ and 100€. Prints are offered starting from 15€, print size goes bigger with contribution level. 100€ gets you the acrylic glass block with my print.
- I need to offer something meaningful on the lowest levels too, so I decided for "meeting with the author" during my exhibition starting from level 10€. And all the way up - I want people to visit my exhibition after all.
- I thought about offering framed prints, but the absolute lowest level I could offer them would be 100€. Not worth the hassle because people want to choose frames and colors according to their taste and interior. I also thought about workshops and few other things but decided against them - I don't think photographers will be my main supporters and the ones that will support it, don't care about my workshop.
- I like B&W photos and I know how to make beautiful prints of them, but I'm also aware many people are completely indifferent towards B&W. So I'm going to offer choice of one B&W and one color print on every level that includes prints.
I made a very specific model of the campaign, distributed my ~140 supporters among the levels I thought were reasonable according to previous examples and included all my expenses on every level (printing, shipping, taxes). The expenses at almost 1000€ were an unpleasant surprise - I actually had to raise the target to gather the money needed for Photoville participation fee. Still, I hope to get more by giving more.
Anyway, lets see how it works out if at all and make the conclusions then.