3 Surprising Ways to Drive Traffic to Your Crowdfunding Campaign (It’s Not What You Think)


Over the course of our 100 Kickstarters to Learn From series, Levi and I have interviewed close to 200 artists and two of their main concerns are:

  1. What to do when you don’t have a fan base, and
  2. How to best use social media in your Crowdfunding Campaign.

These are highly valid concerns, and I’m guessing you’ve had these thoughts.

But the answer to your concerns is surprisingly simple.

As a matter of fact, the answer is so easy that if I were to tell you the biggest mistake that musicians make in driving traffic to their Crowdfunding Campaign, you might not believe me…

First-time Crowdfunders’ Biggest Mistake

They place too much emphasis on developing assets that they don’t have instead of concentrating on the assets they do have.

In other words, they try to court strangers (people they have no preexisting connection to) instead of simply reaching out and contacting their inner circles: family, friends, and turbo fans.

The people most likely to back your project are those who are most likely to get your back in everyday life.

Go ahead. Smack yourself on the forehead and say, “Duh, gee!”

Without a doubt, spending your effort on your inner circles will bear the greatest return of all your funding efforts.

3 Ways to Drive the Best Traffic to Your Funding Project

It’s not so much about using social media in your campaign as it is about reaching those people who are already connected to you.

Amazingly, you don’t even need a mailing list or an existing “fanbase” to successfully crowdfund! You already know the people who will fund the large majority of your goal amount, so now you need to focus on getting them to your project page with the intention of backing you.

Here’s how…


Talk to those closest to you in person if at all possible.

Give them a chance to understand your purpose, passion and vision.

Use the discussion not only as a way to introduce people to your Campaign but also as an opportunity to refine your story.


You undoubtedly will not have time to track down your 100 closest friends and family for in person discussions.

The next level is contacting them by phone.

It is important to take the time to make contact because these are the people who already believe in you; you just need them to buy into your current project as they digest your story.

It is also important that you practice your Call to Action  during these conversations.

Be absolutely certain to let them know specifically how they can support you by telling them where to find your project, when they can find it, and what to do when they visit it.


Of the three, this is simultaneously the lowest and highest priority.

It is the lowest in the sense that you should be doing your best to contact your inner circles face to face or by phone.

It it the highest in that, even if you have talked to them face to face, you should deliver a personal email or message that either introduces or reiterates your Campaign and delivers your Call to Action.

This should be as personal as practically possible, NOT just a form letter or mass Cc to your address book.

Completing These Steps WILL Help You

Once you have worked your way through your inner circles using these three techniques, you should feel like dancing around and giving yourself high fives!

For one, you will gain backers to your Campaign. Remember, these are the people most likely to convert from viewer to backer and propel your Campaign to success!

Second, your inner circles will give you support and encouragement that will flat out feel awesome!


You’ve been plotting and scheming in your head for months. The first time you get the idea out of your head and talk to people about it can be earth shattering. Their excitement is contagious and it will give you a much needed confidence boost.

Now Get to Work!

While the basic idea of a Crowdfunding Campaign is simple, the actual execution can feel surprisingly complex.

But don’t overthink it.

Engineering a ground-breaking social media strategy is not likely to happen. Your inner circles coming through for you is.

No matter what your project looks like, make sure you contact your inner circles personally through face to face conversation, by phone, or by email.

Want to Know EXACTLY What To Do And When To Do It?

Raise up to 3x as much money while telling your best story & staying true to yourself, even if you don't have any fans.



    • Ian Anderson says

      you’d be surprised just how many campaigns fail b/c they don’t. no, it’s not rocket science but people who skip friends and family, for whatever reason, are skipping the group of people with the absolute highest likelihood of backing. we have to remind artists of this more often than not.

    • Ian Anderson says

      we deal pretty exclusively with music so don’t have much to say about personal care products but good luck giselle!

  1. Tams says

    I think that idea works if you’ve got a good family and good social circle around you, but there are plenty of people who had the misfortune of growing up with bad or unsupportive family members and don’t have many friends. So that idea only works if you’re lucky enough to have both things going for you. Sadly, there’s quite a bit of people in which those options don’t exist.

    • Ian Anderson says

      You are right about that, good point! In the end, doesn’t really matter if somebody is family, a friend, a fan or some combination. If you know the well enough to speak to them , you can’t forget them.

      But so many musicians get caught up in the game of “getting in front of more people” and forget to talk to the people they already know who are THE MOST LIKELY to back the campaign in the first place.

      Thanks for your thought!

  2. says

    Hey this is great when your own people support your campaign. What do you do when they don’t support you? Please look at my campaign and let me know what can be done to make my dream come true.

    • Ian Anderson says

      altino, i’d like to say that great ideas and great art gets funded by strangers and by “reaching more people” but it really doesn’t. music is very similar to the non-profit, charity world that way. for most projects, 90-95% of their funding will come from people they already know: fans, friends and family… if a project can’t get support from people that the creator knows, it is not likely going to get support from people you don’t know…

      your project is super-ambitious and it’s possible you’d get more than 5-10% of your funding from new faces. but even then, you’re going to need to figure out where to get your first $75,000 or it’s not likely to work out for you.

      so in your case, you have to figure that out. not to be condescending b/c you probably know this, but for others that come later and read this, there just aren’t magical crowdfunding ferries out there waiting to give you money. THERE ARE people who will give you money but you’re still going to have to work for it… chances are you know these people and you’ll have to communicate your Purpose and how the campaign plays into that….

  3. Jamel says

    Ok this is old news. But is there any advice for the rest of us? Most do not have that inner circle of friends and family yet they have great ideas. Instead of the typical “sorry that’s the only way it will work”, can the rest of us get some ideas or strategies to reach the broader crowd? I have seen crowdfunding campaigns that reach millions of dollars. There is no way that you can tell me that all of those successful campaigners had swarms of friends and families to support their ideas.

    • Ian Anderson says

      Any idea how many crowdfunding campaigns reach “millions of dollars”? Waaaaaaaay less than 1%. The thing those campaigns have in common is that they either A) DO have a swarm of fans, friends and family (mostly “fans”, i.e., customers) and/or B) the end result of the campaign scratches some giant itch that the “public” has in general… soooooo, you got either of those? because once you do, you can use marketing techniques that are widely known to your benefit. you can find those all over the google. problem for most campaigns is (over 99%), they don’t have either of those two things.

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