Lauren Mitchell’s Kickstarter project had an average pledge per backer of $113!  But get this, she only had 8 rewards and 89 backers and she was able to raise $10,110, all with only 100 people on her mailing list.

In this post, we’ll analyze her Kickstarter rewards matrix and then see what she has to say about it all (warning: solid words of wisdom!)

Kickstarter Rewards Analysis

We strongly suggest using the 5 Kickstarter Rewards No Band Should Launch Without as the basis of your rewards strategy simply because these rewards are what your fans expect and want, and they’ve all been proven to fit almost any music Kickstarter and garner backers if they’re priced right.

Lauren left out the Shirt reward and Album Credits which would have fit nicely in the $75 and $150 pricing slots respectively. Based on the buy-in from her friends and fans, these would have received ample action from backers.  With that said, she still dominated the Big 5 rewards category!

The “Big 5” Rewards Breakdown

1. $25 Digital Download (21 backers – $525)
2. $50 Signed CD + Photo + Hankie (20 backers – $1000)
3. Shirt + CD + Download – No Reward
4. Album Credits  – No Reward
5. $1500 House Concert – (2 backers – $3000)

Total from Big 5: $4,535

Once you’ve got the Big 5, go to work on designing your mid-level rewards.

Lauren’s $100 and up Rewards

1. $100 Your name in the thank you video + everything above (16 backers – $1600)
2. $250 Dinner for two at guitar player’s house (2 backers – $500)
3. $500 Dinner for two at guitar player’s house + Acoustic duo show (1 backer – $500)
4. $1500 Book the band (2 backers – $3000)

Total of rewards over $100: $5,600

Lauren’s Overpledge Micracle

She had an average overpledge of $32 per backer for a total of $2905 in overpledges (the backed rewards add up to $7,205). Without people contributing more money than what they purchased, this project could have failed (although I doubt it would have in this case.  When the deadline approaches and you’re well over 50% funded, it’s very rare to see a project fail).[hr]

The Takeaways

Lauren Mitchell knows that the heart of her art is having an intimate connection with her fans. We applaud her drive to place her fans at the core of her musical purpose!

• This is not a pre-order,  At $25 for the digital download and $50 for a signed CD (plus a few other items) it’s a fundraiser!
• As you’ll see in her interview, she designed mid-level rewards that her friends and fans would actually buy.
• If you take anything away from this post, consider this quote from Lauren: “When they are contributing to a PERSON instead of a PROJECT, you’ll do better.” Amen, Lauren!

Our Interview with Lauren

Levi – I’m very impressed by your rewards array. It’s simple yet well thought out. How did you go about planning these? Do you have any rewards suggestions for artists who are planning their project?

Lauren – I tried to put myself in my fans shoes. I pride myself on having excellent rapport with my fans. I hang out with them on nights off & e-mail them often. I respond to requests on my Facebook page & blog daily. These people KNOW me. I think that’s why they were each willing to give so much.

I also talked to them before launching the campaign & asked for input. I had a BBQ at my house for the band, their wives/girlfriends/kids, and a few close. After we ate & had had a couple drinks, I asked the question “If YOU were going to give to a band to help them complete their album, what would you want in return?” The answers were endless.

That’s honestly how we did it. There were a few ideas that didn’t make the cut, but would have been fun … a set of Bob’s (Guitarist) used guitar strings, an actual keychain made with one of Mike’s (our B3 player) old B3 Keys etc.

But honestly, we felt like keeping it simple was best. And way easier for me to manage in the end.

My suggestions: Think like your fans. When all else fails, ask THEM.

Levi – How many people are on your mailing list and how have you been using it for your Kickstarter projects? Would you say most of your pledges were from family and friends?

Lauren – I only have about 100 people on my mailing list. I sent 2 e-mails to that list one during the first week & one more during the last. But what was MORE effective was ONE-ON-ONE contact. EVERY single person I sent a PERSONAL e-mail to pledged & pledged AT LEAST $100.

Most of my pledges were from people who come to my shows. One thing that I did that helped a-lot was i put a link on my website (click the green button at www.laurenmitchellband.com) and got a friend to print up 500 cards with the album cover on the front and the following on the back:

“Like what you heard tonight? Then help us put it on a CD! Go to www.laurenmitchellband.com and CLICK THIS GREEN BUTTON” ** And put the same button in a graphic on the card – really big!**

That got us several pledges quickly (like right after the gigs).

I also worked my Facebook accounts (personal & band) ENDLESSLY.

But really what it all comes down to is that I have some awesome fans. I encourage you to make friends with your fans & get to really know them. When they are contributing to a PERSON instead of a PROJECT, you’ll do better.