Indiegogo Insight: Winning the Middle Game

Our data shows that, on average, campaigns raise the most money during the beginning and end of their timeline.

We find that successful campaigns raise, on average, 49% percent of their goals during the first and last 10% of the campaign length. However, even successful campaigns exhibit a drop-off in funding during the middle of the campaign.

Raising funds at the beginning of your campaign is important because it builds confidence in subsequent contributors, a network of fans, and momentum for your idea. The end of your campaign is also key as you can reengage previous contributors and attract new ones with a sense of urgency.

The drop-off in contributions in the middle of campaigns occurs regardless if they are 30 or 120 days long – the result is mostly the same. While the beginning and end have been proven to be crucial, the data also suggests that campaigners could be employing certain strategies to stay engaged with potential contributors in the middle of their campaigns. Even successful campaigns could be more successful if they:

  • Released new perks midway through their campaigns
  • Sought out partnerships with like-minded individuals and organizations
  • Continued to update their contributors

To help you stay active, we suggest looking as some of our past insights. Specifically, we recommend getting a team and partners involved, using smart perk pricing practices, and increasing your campaign exposure through these 6 key actions.

Calabash, a campaign that raised money for environmentally-friendly water containers, was able to raise 16% of its goal one-third of the way into the campaign because of frequent updates and introducing new perks (exclusive to previous funders).

What would you do to keep potential contributors engaged in the middle of your campaign? Let us know in the comments!

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