226 227
PERSONAL FINANCE
Money in the digital ageLaunching online
Digital marketing techniques help
target those who are most likely to
contribute. Reward incentives
offering pledgers a return
for their investment can
help maximize
donations.$2.6 billion
plus - the amount pledged on
Kickstarter since its launch in
April 2009
Online pledges
Most donations are made in the
early part of a launch, but it
is important to keep the
campaign “live” with
reminders, updates,
and new posts.Follow-up
When the campaign closes,
the funds go to the host or
are returned to the donors,
depending on the agreement.
The host might then prepare
donors for the next
venture.$
FEESFees for crowdfunding platforms vary, but are
typically around five percent excluding any
design charges or fees for payment processing,
which can be 3–5%. Some platforms offer an
“all or nothing” structure, where the funds
donated are returned to donors if the money
raised falls short of the target.US_226-227_Crowdfunding.indd 227 13/10/2016 16:22