What exactly is a Kickstarter campaign, and why do authors bother running one?

The biggest deterrent for most readers when it comes to Kickstarter is simply the fact that they are unfamiliar with the platform and its intended purpose. Kickstarter was not designed as a fundraising platform like GoFundMe. It’s not a place for authors to beg for money. Of course, the end goal is to actually make a profit, but authors launch Kickstarter campaigns to give readers an opportunity to collect gorgeous special, limited edition, collectible books and swag. It’s also a way for authors to reach new readers and connect with existing ones, and for readers to discover upcoming new authors as they release new books.

Backers. Pledges. Stretch Goals. I have no idea what any of this means! Can you explain some Kickstarter terminology?

For those unfamiliar with the platform, some of the terminology may not make much sense. Kickstarter is like a digital marketplace where ideas and dreams are put on display, similar to a bustling farmer’s market where each stall represents a unique project. Creators set up their stalls, showcasing their vision with compelling stories and visuals, hoping to attract patrons. Backers, like market-goers explore projects that grabs their interest and when they find something that catches their eye, they choose to support it. Here’s some common terminology you’ll come across during your journey:

• Campaign: This is what the project you are backing is called.
• Backer: That’s you! The person supporting the campaign.
• Creator: The person or company who created and is running the campaign.
• Rewards: Each campaign includes rewards, items you receive in exchange for supporting the campaign.
• Pledge: The cost to support each reward.
• Stretch Goals: When certain funding goals are reached, stretch goals are unlocked and offered to backers. These are new items which can include extra freebies like stickers and bookmarks, or upgrades to the book like foil covers and artwork.
• Add-Ons: These are items that can be purchased in addition to your original reward pledge. This will vary based on campaign, but can be things like extra books, digital downloads, and art prints.
• Survey: At the end of the campaign, you’ll receive a backer survey to confirm your purchase and address before rewards are fulfilled.

Can you walk me through an example pledge?

The author (creator) sets up a campaign for a special edition book. Here, the backer (you) can pledge $70 toward the campaign and receive a copy of the special edition book for your pledge. But you also want an ebook copy, so you search the add-ons to include this for an extra $10 as well, bringing your pledge up to a total of $80 + shipping. Once the campaign reaches $1,000 in total funding, a stretch goal is unlocked. The creator sends out an update to backers letting them know they will now receive a free upgrade to their book that includes color illustrations. Two weeks later, the campaign ends fully funded. Kickstarter charges you for your pledge, and you receive a survey from the creator asking you to confirm your shipping address. Until those items are shipped, the creator sends periodic updates through Kickstarter letting you know what’s going on with the timeline and process.

Why is everything so expensive? And the shipping costs are ridiculous!

Some collectible books can be quite expensive, and shipping outside the US (where many authors are located) can be more than the actual item itself. But keep in mind this isn’t your standard hardcover or paperback book. These tend to be early releases and/or exclusive special editions not found elsewhere. While the cost to ship an item is out of our control, you’ll often find authors offering ebooks and digital swag, drop shipping books, or smaller swag packs that aren’t as expensive to ship to help keeps costs down and give everyone a chance to participate. Some things to remember:

• The average price for a special edition hardcover is usually between $65-$100 depending on the book. The average hardcover book costs about $20, and even though an omnibus is a single book, it’s many books compiled into one. If you were to purchase three new hardcover books, you’d be at about $60. And remember, the standard hardcovers you purchase on Amazon or at a bookstore probably won’t have foil covers, interior artwork, or signatures from the author.
• Many Kickstarter books are limited edition runs, meaning once the campaign ends, you won’t be able to just head over to Amazon and purchase it cheaper or with free shipping. For authors offering a new series, you’re typically gaining early access before it becomes available to the public. While it might be a few bucks cheaper to order direct from a retailer after launch, you will not be receiving the author’s signature or any of the free swag that comes with supporting the Kickstarter campaign.

So how does the whole process work? What can I expect if I back a campaign?

Shipping: Before pledging, check shipping details, as some authors charge shipping up front, and others charge shipping once the campaign ends. Also pay attention to the delivery dates, as they’re usually several months out. Printers can sometimes take two or three months to print large orders, and sometimes, when stretch goals like additional artwork are reached, the artwork needs to be commissioned first before the book can be sent to the printer.

Import Tax/VAT: Most authors are not licensed to and do not collect and import fees or taxes. If your country requires this upon delivery, you (the backer) will be responsible for paying it. If the book is returned to the sender because these fees weren’t paid, connect with the author/creator for next steps. The author may offer to send the package a second time if the backer agrees to pay for shipping again or in some instances, a refund may be issued (minus the shipping expenses already paid.)

Communication: This will vary by campaign and author, but typically the creator will send frequent updates through the Kickstarter platform letting you know of new stretch goals unlocked and provide updates on shipping and timeline once the campaign ends. If you have backed the campaign, you can also ask questions directly through Kickstarter in the comments section. If you’re not a backer, you can message the creator of the project directly with any questions.

Risks: A Kickstarter campaign is an all-or-nothing project. That means, if the project goal is set to $1,000, and the creator reaches $999 when it ends, the campaign is considered not fully funded and you will not be charged for your pledge or receive your items. Also be considerate to the fact that most of us are doing this outsides on the living room floor and are packaging/emailing 50+ orders. People make mistakes and some things, like your package being lost in the mail, are out of the author’s control. If you receive a damaged item, or don’t receive an item at all, reach out to the author to let them know. In most instances, they will work with you to make things right.

Payment: If you want to change your pledge to add or remove items, you can, although do this before the campaign ends as you can’t always change it afterwards. If for some reason you no longer want the item you pledged to receive, you can cancel your pledge before the campaign ends and the charge hits your card. Some people don’t realize that Kickstarter will only charge you once the campaign ends and is fully funded. That could mean even though you pledged $100 at the beginning of the month, your card won’t be charge until the end of the month. Be on the lookout for a backer survey about two weeks after the campaign ends. This is your opportunity to confirm your shipping information and answer any other questions related to rewards so that you can receive them in a timely manner.

I’ve backed Kickstarter campaigns before and never received my items/items weren’t what I expected. Never again!

This has happened to me personally, so I understand your hesitation. However, from my experience, projects tend to fall through because they needed more funding than they initially thought or they ran into unforeseen roadblocks during the production process that set them back both time and money. This is especially true for campaigns that are tech related or require very special production needs.

Thankfully, books are relatively easy to handle. In most cases, the book is already completed, edited, and ready to be sent to the printer. For me, I have all the artwork, all the swag ready to go. All I need is a final number of units to order before I push that button.

That’s not to say there are no risks associate with supporting a book campaign. Authors have no control over what outside vendors do. If the printer suddenly decides it’s going to be six months until the order is sent out, all they can do is wait. If the entire order arrives damaged, goes missing, or is misprinted, they’ll have to go through the whole process again to order more books. But… even if setbacks occur, most authors are very good at communicating this with backers through consistent updates on the platform. You can also reach out to the creator directly on Kickstarter with any specific questions.

I don’t want to or can’t make a purchase of any kind. Is there any other way I can help?

Of course! The best way you can help is to share the campaign with likeminded bookworms such as yourself. Many Facebook groups don’t allow authors to self-promote their work, and our own social channels only go so far. Not to mention, it means a lot more coming from a supporter rather than directly from the author.