Optimizing Campaign Length
The Ultimate Guide to Crowdfunding takes a different approach to advising you on your crowdfunding campaign. This guide brings you the tips from people who know crowdfunding best – the experts who have run great campaigns and crowdfunding sites themselves – and presents raw data collected from a sample of some of the 15 most funded projects on both platforms.
What Kickstarter Advises
Statistically, projects lasting 30 days or less have our highest success rates. A Kickstarter project takes a lot of work to run, and shorter projects set a tone of confidence and help motivate your backers to join the party. Longer durations incite less urgency, encourage procrastination, and tend to fizzle out.
What Indiegogo Advises
We encourage campaigners to set a campaign length of 40 or fewer days for the following reasons:
Momentum: Your campaign should be long enough that you have time to build interest and reach your audience, but not so long that it becomes background noise.
Engagement: The longer the campaign, the harder it is to continue to keep your audience engaged, excited, and contributing.
Urgency: Seeing that a campaign has just a few days remaining creates a sense of urgency for potential contributors, motivating them to act now, rather than later.
Resources: Take into account that you’ll be closely managing the campaign through its duration; you may not want to dedicate 60 days to it.
The average fully-funded campaign is 47 days long.
What the Experts Advise
“We set a 45-day campaign, because we enough time for the campaign to generate momentum, especially for press.” - Bill Trammel, Catan Boards.
“We knew that when we put up the page that we’d have 39 days left. Psychologically it was useful for us to be in the 30-day range, and we found that useful.” - Noah Dentzel, NOMAD.
Both Kickstarter and Indiegogo cap the maximum length of campaigns at 60 days.
In this sample of design and technology projects, the average length of a campaign is 44 days. Misfit Shine ran the longest campaign, using all of 60 days, and Kano ran the shortest campaign at 30 days.