AV Club

Jonathan Mann has spent the year writing and posting a song a day on his Rock Cookie Bottom blog. Yesterday’s song was about Kickstarter. Take a look:

So good! And of course we immediately sent Jonathan an invite. We’re looking forward to seeing his project.

This isn’t even the first awesome song we’ve seen written about Kickstarter. That honor belongs to Roosevelt Dime’s “Need a Kickstart,” which you can watch here. Are there others out there that we’re missing?

On a slightly related note, Jerry Paffendorf, the mad genius behind Loveland (versions one, two, and three) posted a video about his project yesterday that’s pretty amazing. Loveland is the 1,000,000 square-inch piece of property in Detroit that Jerry is selling off for $1 an inch. Watch this for his vision and the progress so far:

To support Loveland, follow this link.

Amazon Payments and US-only

We get a lot of questions on two related topics: why you need a US bank account and address to start a Kickstarter project, and why Kickstarter uses Amazon Payments to process credit cards instead of PayPal or someone else. Both are meaty subjects, so let’s dig in.

As you know, every Kickstarter project has a funding goal and deadline, both of which are determined by the project creator. When that deadline is reached, one of two things happens:

  1. If the project has met or exceeded its funding goal, all backers’ credit cards are instantly charged and funds go directly to the project creator.
  2. If the project has not met its funding goal, all pledges are immediately canceled. And that’s it.

Amazon Payments is the only processor that currently supports these requirements, and currently Amazon Payments does not support non-US recipients — meaning that you need a US bank account and address to launch a project on Kickstarter. (You can pledge to projects from anywhere — it’s only project creation that’s limited.) Many of us have been using PayPal for so long we assume that it can support any process, but it can’t. (We’re keeping a close eye on PayPal’s new Adaptive Payments service which hopes to support these types of transactions for non-US residents.)

Allowing international project creators is our #1 feature request, and we hear it loud and clear. We promise we’re working on it.

Being Rewarded

Earlier this week it was my day to get a postcard from Emily Grenader’s 365 Postcards, an interactive art project where Emily mails one handmade postcard a day to someone. I had been eagerly awaiting it since the project finished earlier this year, especially after my mom called to tell me how much she loved the postcard she received for backing the project. Aren’t moms great?

When my postcard showed up in the mail, I couldn’t be happier. Here’s what I got:

There are little touches that I liked a lot. My postcard was numbered (117/365) on the back. The stock of the card was very thick — closer to a magnet than a simple piece of paper. And I could see that Emily worked on it by hand. I’ve had weirdly high expectations for this very simple thing, and I was not disappointed.

Getting rewarded for backing a project is a very satisfying thing. I’ve backed a lot of projects at this point, and I’ve received somewhere around 10-15 rewards thus far: T-shirts, records, handmade things, weird certificates, magnets, postcards, etc. All of them costing less than $20.

I approach backing a project with a very particular set of expectations. I want a story that grabs me, and I want a unique reward that costs $10 or less that showcases that story and my part in it. A badge that I can put on my refrigerator or pin to my jacket, something that demonstrates my involvement and the fact that this has some special meaning to me. I don’t want a flat-screen TV, I want my participation etched into stone — or at least a nice piece of paper.

We have a Flickr photo group where myself and some others have been posting photos of rewards as we get them. You can see it here. It’s not specifically for rewards — there are some event photos in there, too — but I like the idea of everyone simply documenting what they receive, and I’d like to encourage everyone to join and post their own pics. It’s one of those things where if enough of us do it, something cool and unexpected will come out of it.

The final point: back more projects! We all approach backing in our own way, but I’ve yet to be disappointed with where my memento approach has taken me. Projects are real efforts by real people to do something cool, something they feel passionately about. And when all is said and done — when the project is successfully funded and the creator has finished their work — seeing that passion arrive in your mailbox, no matter how trivial the manifestation, is a very special thing that everyone should experience.

New Discover Projects Page

Kickstarter has grown dramatically over our first five months, with more and more projects showing up every day. We’re up to more than 800 launched — so many that our browse page has been bursting at the seams. Too many great projects and not enough ways to find them.

Today we addressed that with a new Discover Projects page that allows you to browse by:

Tags: The top ten most-populated tags. This has long been among our most-requested features.

Project State: Want to see only successfully funded projects? Want to see only projects that are currently raising money? You can now do that.

Ending Soon: See which projects are coming down to the wire.

Those are the primary additions, and you can use those to drill down into all projects, Recommended projects, and projects that show up on Popular. So if, for example, you wanted to see all photography projects that are ending soon, you could drill down to that exact filter.

We’ve also changed the way we handle recommendations — now once a project has been flagged as recommended, it stays that way. You can browse every project we’ve ever recommended by simply paging through the list, which is nearly 100 projects long. Also note that you can now browse popularity by week, month, and all-time.

Anyway, take a spin around the page, and please share your feedback in the comments. Thanks everybody.

Lessons from a Floundering Kickstarter Project

Earlier today I got an email from a man named David Lang linking to a blog post he had written called Lessons From a Floundering Kickstarter Project. In it, David discusses his project The Great Mate Journey, which has raised $240 in its first 30 days, 10% of its total. He’s disappointed in its performance thus far, and his post offers an extremely frank assessment of why he thinks that’s true. It’s a must-read for everyone.

The post is striking because of its honesty — it takes courage to be open about potential failure. And despite his pessimism, David’s project can still make it — it would not surprise me in the least. His project just needs to catch a spark, and there’s no telling how or when that could happen.

Regardless of how it turns out, his advice could not be better for people starting their projects. We asked David if we could share the post here, and he graciously agreed. Here is David’s post, in full:

As I write this, my Kickstarter project is half way through the funding period. Unfortunately, I’m nowhere near half way to my funding goal, in fact I haven’t even raised 10 percent of my goal. I’ve basically given up hope that I will be able to reach my stated goal, which is fine. I’m still going ahead with my idea but now I need to figure out another way to fund it. I’ll raid my 401k if need be, this damn thing is going to happen! At this point, I figure the best thing I can do is share some lessons from a failing project so future Kickstarters can avoid making the same mistakes. Kind of like donating my body to science.

1) Have a Good Idea. This seems like a no brainer, but it’s worth noting anyway. My project, the “Great Maté Journey” seemed like a great idea to me: I could give some meaning and purpose to my travels to South America, I could learn a ton about my favorite drink, I could share my journey with other maté drinkers who were thinking about making a similar trip, I could educate people about the health benefits of maté and maté drinking, etc. I thought I had it figured out. I actually ran the idea by a few friends and they told me it was a cool idea. There’s only one thing I forgot to take into account: NOBODY CARES. Well, that’s not completely true, my parents kind of care. But for the most part, nobody gives a crap what you want to do. Most people will only take interest in things that will help them, or help them help others. It’s not about me (or you), it’s about helping people. I have every intention of using my trip for the greater good, but I didn’t do a great job of conveying that message. Successful projects make other peoples lives better, they give their contributors a warm and fuzzy feeling. Crappy projects don’t.

2) Be Honest. It’s so easy to spot something unauthentic. Everybody knows when you’re not telling the truth (or even the whole truth). Every human being, whether they know it or not, has a built-in bullshit detector and nobody is going to contribute to something that isn’t from the heart. A reader will always forgive a storyteller that over-exaggerates a story, it makes it more interesting. However, it’s impossible to keep a reader enthralled when you hold back any of the truth. With my project, I definitely want to learn everything I can about maté, but I also want to ride horses with the Gauchos in Patagonia, see Iguazu Falls, practice my Spanish, learn the tango, and fall in love with a beautiful Argentinian woman. That’s the whole story.  I guarantee it will make for a better story, and I probably should have just explained it that way from the beginning. The maté is important, but it needs to be a part of a bigger story.

3) Set a Realistic Goal. “Oh cool, here’s a way to raise money for my big idea! Now if everyone I know just donates $5 then I can raise {Insert overly ambitious goal here}” I think this was what I was thinking when I started my project. I bet this is what all the other failed project were thinking, too. It’s natural to want to throw the total project cost as your goal, but it might not be the best strategy. Crowd-funding is really cool, but it’s really new. You can’t expect it to fund the whole project (it might, but don’t count on it.) I think a better mentality for my project was to use Kickstarter as a small victory. Something that showed I could get a moderate level of interest in my project. I should have set the bar lower and then easily reached my goal. After receiving the Kickstarter support, I could have gone for sponsorship from a maté company, or pitched the story to a magazine or newspaper. There are a ton of ways to get more funding, don’t expect crowd-funding to do it all. Instead, think of Kickstarter as a springboard of support for bigger things.

4) Don’t Count on Your Friends. I mean, of course count on your friends, just not to support your Kickstarter project. I showed a friend of mine the project in person on his computer while I was working on it, in order to get his opinion.

“Very cool, I’ll probably donate at the $50 level.”

“Nice!” I thought. Turns out that was the worst thing he could have said. Not only did he never donate, but he totally over-inflated my expectations about what I could raise. And what am I going to say, it’s hard to bug people for money that they said they would donate. It puts a weird tension on the friendship. It took me three weeks of bothering my brother to get him to finally donate. As a general rule, take everyone you think would definitely contribute and multiply that by 5%. The real gains are made by getting people you don’t know to contribute, which brings me to the next lesson…

5) Have a Marketing Plan. What separates your project from the rest of the pack at Kickstarter? How are people going to find your project? I put a lot of time into my video and write up for my project. I’ve spent a lot of time writing blog posts (including this!) and talking to people about the project. I didn’t spend nearly enough time on a marketing plan. I’ve only recently started using Twitter Search to find people who are interested in maté, I think that’s a start. I think successful projects do this well. In order to get your project to the finish line, expect to spend more time on marketing than you do on content. Don’t skimp on content, but expect to spend a lot more time on marketing.

I really hope this message is helpful for someone and that no one else makes the same humiliating mistakes as I have. I wish I would’ve read it before I started my project. If you want to see what remains of a failing Kickstarter project, check out www.greatmatejourney.com (Pity donations are gratefully accepted.)

Good luck on your project!

Great Moments in Project Videos

After coming across some fantastic new pitch videos in the past week, I began compiling a list of my overall favorites. Some are serious and moving, others clever and original, and a few just plain goofy. They nicely demonstrate the variety of Kickstarter’s uses — from earnest missions to ideas so weird they just might work.

I’d love to hear your nominees in the comments, but first let’s look at my top ten, in no particular order.

Allison Weiss makes a record: Well, there is some order I guess. Allison’s pitch video was the first that really blew us out of the water. It’s personal, it’s goofy, it’s informational, it very quickly imbues the viewer with confidence that this person knows their shit. Very impressive.

Other projects agreed: Allison’s video has been one of our most-imitated to date, even down to Allison’s cheery, “Hello internet!” It also includes this very compelling reason for backing:

Roosevelt Dime just needs a kickstart: I embarrass pretty easily, and I often get cringe-y when I see videos referencing Kickstarter itself — it’s just strange to me. I can’t explain it. But Roosevelt Dime’s video is a whole other matter. They’re a Brooklyn ragtime band raising money to make a new record — simple enough — and their pitch video is an incredibly catchy song about Kickstarter. It’s less than two minutes, and I cannot recommend it highly enough. The best lyric:

“Don’t want no handout/ We’re just trying to get the word about our band out”

Amen to that!

Unveiling the Wonder City: Courtney Zell and Justin Rivers’ Wonder City project is one of my personal favorites on the whole site. It’s a graphic novel about the history of NYC, and the project is presented so dramatically in the pitch video that it feels like the trailer for Kavalier & Clay: The Movie. We’re always in favor of project videos featuring the creators themselves, but Wonder City handles this charmingly. Watch their video until the end to see how.

PS: Check their updates for images from the graphic novel. Very excited for this one.

Brent Rose’s fifty characters: Brent Rose is an actor/writer who wants to create 50 unique characters — with short films for each — in 50 days. Ambitious. And his project video unveils one of them: an awesome, nerdy dude obsessed with things being “classic.” Highlights include playing H-O-R-S-E using Street Fighter II moves (the fireball montage is indeed classic), some impressive yo-yoing, and just generally being hilarious. Many many many laughs.

April Smith makes a record: April Smith’s pitch video was another big trendsetter. April went with a montage approach coupled with some clever narration on her part, and it does a great job of giving you a sense of who she is, which is so important. Throw a rock on the site and you’ll hit a project that imitates it in some way. The sincerest form of flattery!

Sam Winston demonstrates A Dictionary Story: Sometimes less is more, and Sam Winston’s explanation and demonstration of his art book A Dictionary Story is particularly charming. He makes you care about the craftsmanship and concept, and you’ll finish the video thinking, “I can’t believe I can get one of those for $20!” You know a video is good when it gets you thinking like that.

Behind the scenes of Lake Beast: What’s better than an extremely talented person demonstrating the nature of their art? Lake Beast is by an animator named Vance Reeser, and it’s a very moving short film. Vance’s video goes far beyond what you would expect: he demonstrates how he makes his films and shows you the work in progress. (Check his project updates, too.) A great job of sharing why his work is special, and why people should back. I would put Shawn Feeny’s BFF, which unfortunately was not successfully funded, in this boat as well.

Robin Sloan writes a book: We loved Robin’s video so much we asked him to write a guide to making a Kickstarter video. So that should tell you something. What Robin did was create something that felt professional, demonstrated his personality, contained little flourishes that made you think “this guy knows what he’s doing,” and very clearly explains the purpose and nature of the project. A home run from every perspective.

The Quiet make us LOL: The Quiet are a band from LA, and for their project video they decided to make a Time Life-style commercial for their project. Generic footage of the surf rolling in while song titles scroll across the scene. A pair of hosts — one wearing the world’s fakest mustache — exchange hilariously canned dialogue in front of a laptop running a fireplace screensaver.

So good.

The Fishes document every Sizzler in the US: Liz and Reed Fish are entertainers by trade, and it shows in their video, which is warm and easy. With tons of charm they explain their ridiculous mission to photograph all 206 Sizzlers so convincingly you won’t question it in the least. Very well done.

Creator Q&A: The Masters

Photography projects have been very successful on Kickstarter thus far — from Laura Kicey’s trip to Iceland to a Colorado ghost town to a cross-country road trip we’ve seen backers respond strongly. Their success supports a point we tout as being so important on Kickstarter: interesting rewards with a built-in story element. With a photography project, these rewards are just layers of stories: the story of the project, the story of the photographer capturing the image, and the story of the image itself. Many possibilities.

It should be little surprise, then, that the highest-grossing Kickstarter project so far is a photography project. Masters, by George Del Barrio and the Vanderbilt Republic Foundation, has raised $38,000 of its $50,000 goal to date, with five days to go. If funding is successful, the creators will use the money to fly a team to Cambodia and take portraits of the Cambodian “Masters” — the elderly Cambodian musicians whose knowledge, traditions, and history is dying off with them.

“Masters” seeks to preserve that history and those men by preserving and documenting their legacy. We sent George some questions about his project, and our exchange is below. To support this project, follow this link.

Tell us about your project and your background.

Happily. “Masters” is the maiden voyage of the Vanderbilt Republic Foundation, —a pro-bono creative agency that partners with Arts/Culture/Human Justice non-profits to spur the realization of their mission. Right now, we’re allied with Cambodian Living Arts. They work to foster the contemporary expression of traditional Khmer performing arts, repairing the profound cultural damage wrought during the brutal Khmer Rouge years. The CLA connects the few performing arts Masters that survived the genocide with the next generation of students, and this work is crucial: in Cambodia, all arts teaching is done orally, as in ancient times. When a Master dies, their knowledge goes with them, and that knowledge can itself extend backwards in time by centuries.

The CLA has the vision that by the year 2020, the arts can become Cambodia’s international identity (not the killing fields), and this is what really caught our attention. We want to get them there, and in the process, construct a new iconography. One radiant with hope.

We’ll spend a month in Cambodia, shooting the Masters, their students, their art form and the incredible world they inhabit, all using a large-format film-based process and commercial thinking/standards. This approach, partnered with the planned life-sized traveling exhibition, will allow us to fully communicate the vibrancy of their individual stories and the universal truth of the renewal each Master/student embodies. The goal is nothing less than the creation a body of work so powerful that it can contribute to the assembly a new Cambodian reality, and this work will be given to the CLA to further their efforts for the next *decade.*

As for me, I’m a Queens-born portrait photographer by profession, and have a 3.5 year-old son, Benjamin Más. The boy is my power source.

How’s it going so far?

We’ve so far raised more than any project in Kickstarter history. I don’t expect to hold that crown long (especially not with Obama’s designer hanging around here), and Kickstarter is itself still quite young, but it’s a hell of a thing. When we put “Masters” up, back in the beginning of August, the place was mainly a collection of music projects and individual efforts/adventures. A project that sought to effect international change and needed an eye-popping $50,000 to do it was a bit different. Still is, I suppose. But there’s simply no other way we could be in this excellent position, at this point, without Kickstarter. Traditional non-profit fundraising takes too long and is almost wholly reliant on pre-existing contacts. Being able to offer a compelling return on investment while appealing to a broad audience is, in 2009, the only way. And once we clear the lengthy process of obtaining 501(c)(3) status, we’ll be able to offer backers tax breaks in addition to rewards, next time—that’s when things will get very interesting.

What’s been your most popular reward?

That’s a tough one to answer, only because I look at the ratio of rewards reserved against the funding they’ve brought in. We’ve sold 25% of our $1,250+ reward, for example, for serious gain, but that’s only 5 pledges. 43 backers pledged at $75+ to attend our fundraiser, and that was a serious, serious success. But then I look at our brand-new $100 reward — the Fujiroid signed by both myself and the photograph’s subject (guaranteed to be one the Masters) — and we moved *seven* of those in a day without doing a thing to advertise them. My suspicion/hope is that we’ll sell those out. Once folks hear about what’s being offered at that level, they’ll see that the value presented is just off the charts.

What’s your strategy for getting your project funded?

We’ve been keeping our mailing list of 1,200+ informed and involved and been maintaining a steady stream of information throughout all the expected social networking spaces. In addition, we printed up some Kickstarter-specific promo cards, and have been leaving them everywhere. I’ve been posting updates to our backers as frequently as I can manage; they’re practically family. For all the VRF principals, it’s not been possible to have a conversation with any of us that didn’t circle back to the project, and Kickstarter, for two months. And the power of personal relationships is strong. When people look in your eyes and see conviction, they take that belief and spread it confidently on your behalf. We hosted a fundraiser that had all ticket sales go through Kickstarter, and at the event, had booths available for any additional on-site pledges. There’s our advisor, John Gruber, a quiet young man with a penchant for letters. He’s been periodically advocating and directing his audience to us, with great effect.

And, finally there’s the “Friends of Cambodian Living Arts”. They’re so excited by the potential of our project that they’ve recently created a $20,000 challenge grant that’s working *right now* and doubles every dollar pledged on Kickstarter. They’ll match every pledge, and donate up to $20,000 towards the project *only* if we reach $50,000.
But even with all this, there’s no room to let up. We’ve only gotten this far by making a full-time job of Kickstarting.

What will you do with the money?

Every penny goes towards the production expenses for the shoot, in Cambodia. $50,000 represents the unavoidable costs; the total cost of the production is higher, but we’ve secured strategic partnerships that will save us significant sums. Root Brooklyn, for example, is donating *all* the equipment needed for the shoot, for the entire month. That’s a gift worth about $63,000. In this fashion, we’re avoiding every expense we can. But to take a full crew to Cambodia, for a month, prepared to go anywhere required in-country for the shoot, with a full-time translator and local production crew involves some level of inevitable cost. A comparable commercial shoot, for the same length of time, with equivalent deliverables, would be a seven digit production. I say this with no exaggeration. Only a truly cohesive, creative, effective team could pull this off, and I can tell you that the past year has been the most profound team-building exercise of our lives. These days, I tend to think that Matthew, Dwayne and I can do anything.

We’ll use the money to pour our hearts into effecting a lasting change for an entire country.

Any closing thoughts?

This place that we find ourselves in is a testament to the remarkable goodwill, support, advice, attention, and love we’ve received. We’re a miracle of collective creation, and as much as I want us to reach our goal for all the stated reasons, I often find myself thinking about what this project can mean to the people that truly believe in us. 2009 has been rough for everyone, and has hollowed out too many people I adore. Each instance weighs on me. To create something lasting for them amidst the wreckage…it would be a good fate.

Feltron vs. Kickstarter

Nicholas Felton is the excellent designer and infographic maestro behind the Feltron Annual Report, a printed book that Nicholas self-publishes presenting statistics about the past year of his life. Everything from streets walked to number of times he listened to a song to how many alcoholic drinks he had per day laid out beautifully, like the image above from the 2006 report. It’s incredible.

We had the chance to meet Nicholas recently, and we got to talking about how his visual approach to statistics could be applied to Kickstarter. The huge opportunity Kickstarter presented was immediately obvious — we have so much data flowing through our system that could be so useful and so much fun for everyone… if only we could just present it in the right way.

Which brings us to Feltron vs. Kickstarter, a project that — if funded — will bring in Nicholas’ time and brain power to spruce up our infographic look. (Not to mention secret DNA testing to clone his Shaolin techniques.) Backers have the option of project updates ($1), a very cool on-site profile badge ($10), a gold, limited-edition Kickstarter button ($20), the Feltron Annual Report ($30), and to be on the design calls as we decide what to do ($100).

And because it’s Kickstarter, it’s all or nothing. We get no special treatment. So if you’d like to see Nicholas’ work on Kickstarter, we humbly ask for your support. Thanks!