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Crowdfunding pleasers Add to ...

With so many projects looking for funding, it’s not always easy to capture people’s attention — and their money. Follow these tips from Slava Rubin, founder of crowdfunding site IndieGoGo, to reach out and succeed:

Create an engaging video

Pitches accompanied by a video earn 122 per cent more than ones that aren’t, Mr. Rubin says. Avoid making an infomercial, however; people want to see who you really are. “Videos are not trailers and they’re not just selling something,” he says. “Make them engaging.”

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Set a realistic deadline

Momentum is a buzzword among crowdfunders. Run a campaign too long and people will lose interest. Make it too short and you won’t have time to raise money. “Set a realistic deadline,” he says. “Sixty to 70 days works best.”

Create engaging copy

Although you’re trying to promote your idea, don’t go hard on the sales pitch. It’s important to create engaging copy explaining who you are, why you need the money, where exactly the money will go and why someone should get involved, he says.

Be proactive

Tell people how the campaign, and the project, are progressing. Mr. Rubin has found that people who provide 13 or more updates will raise 65 per cent more money than those who update their profile five times or less. Also use other social media –Twitter, Facebook and blogs – to get your message out.

Tap friends and family first

Most projects need to be at least 30 per cent funded before strangers will consider giving, Mr. Rubin says. Plus, the more funded you are, the more promotion you’ll get on IndieGoGo’s website.

Keep in mind that some campaigns will attract more strangers than others. “Some people like chocolate more than they care about socks for dogs in South Africa,” says Mr. Rubin.

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