{"id":3867,"date":"2017-03-20T08:00:21","date_gmt":"2017-03-20T15:00:21","guid":{"rendered":"https:\/\/www.backerkit.com\/blog\/?page_id=3867"},"modified":"2021-04-14T14:34:15","modified_gmt":"2021-04-14T21:34:15","slug":"kickstarter-vs-indiegogo","status":"publish","type":"page","link":"https:\/\/www.backerkit.com\/blog\/guides\/the-practical-guide-to-planning-a-crowdfunding-campaign\/kickstarter-vs-indiegogo\/","title":{"rendered":"Chapter 3: Kickstarter vs Indiegogo"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Kickstarter and Indiegogo are the two most popular rewards-based crowdfunding platforms. Each has a unique set of strengths: Indiegogo, for instance, has less stringent project requirements, while Kickstarter has a much larger backer community. There are also key differences in the funding models offered by each platform to creators. So, Kickstarter vs Indiegogo \u2014 how do you know which crowdfunding platform is right for your project?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The following factors will inform your decision:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Platform rules and requirements<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Platform fees<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Funding models<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Project categories and popularity<\/span><\/li>\n<\/ul>\n<h2>Kickstarter: Who can use it?<\/h2>\n<p><span style=\"font-weight: 400;\">The type of project you create can determine which platform you choose for your crowdfunding campaign. Kickstarter has a definitive guide to the types of projects it allows on its site. To date, some <\/span><a href=\"https:\/\/www.kickstarter.com\/help\/stats\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">$5 billion has been pledged on Kickstarter<\/span><\/a><span style=\"font-weight: 400;\">. It welcomes projects that fit into the following categories: art, comics, crafts, dance, design, fashion, film &amp; video, food, games, journalism, music, photography, publishing, technology, and theater. (Note: it can\u2019t be used for charitable or political fundraising.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kickstarter <\/span><a href=\"https:\/\/www.kickstarter.com\/rules\/prohibited\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">prohibits<\/span><\/a><span style=\"font-weight: 400;\"> projects that are \u201cillegal, heavily regulated, or potentially dangerous for backers, as well as rewards that the creator did not make.\u201d Prohibited rewards include items such as alcohol, energy food and drinks, weapons, and goods that have been resold from elsewhere. Any projects that are deemed unoriginal or not made by the creator could be suspended.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kickstarter is open to backers all over the world, but limits project creation to select countries. As of January 2021, <\/span><a href=\"https:\/\/help.kickstarter.com\/hc\/en-us\/articles\/115005128594-Who-can-use-Kickstarter-\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">this list <\/span><\/a><span style=\"font-weight: 400;\">includes the US, UK, Canada, Australia, New Zealand, the Netherlands, Denmark, Ireland, Norway, Sweden, Germany, France, Spain, Italy, Austria, Belgium, Switzerland, Luxembourg, Hong Kong, Singapore, Mexico, Japan, Poland, Greece, and Slovenia. More information on eligibility requirements can be found in Kickstarter\u2019s <\/span><a href=\"https:\/\/www.kickstarter.com\/help\/faq\/creator+questions#faq_41823\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">FAQs section<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kickstarter\u2019s partnership with <\/span><a href=\"https:\/\/help.kickstarter.com\/hc\/en-us\/articles\/115005139613-How-do-I-set-up-my-account-to-receive-funds-\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Stripe<\/span><\/a><span style=\"font-weight: 400;\"> integrates the payments process into the crowdfunding platform, making the experience simpler and more seamless for creators and backers \u2014 there\u2019s no need to log in to a separate service. Currently, Stripe can be used by creators in <\/span><a href=\"https:\/\/stripe.com\/global\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">42 countries<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Prospective Kickstarter projects are subject to a thorough review process undertaken by Kickstarter\u2019s staff before they are given the green light. This filtering may seem off-putting to some creators, but the rigorous standards serve as a guarantee of project quality and credibility for backers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kickstarter also requires creators to have a functional prototype for any tangible products on offer. Again, this might seem like more preparation for creators, but it can also work to their advantage, demonstrating their trustworthiness and commitment to delivering on their campaign promises.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Campaigns on Kickstarter <\/span><a href=\"https:\/\/help.kickstarter.com\/hc\/en-us\/articles\/115005128434-What-is-the-maximum-project-duration-\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">can last between one and 60 days<\/span><\/a><span style=\"font-weight: 400;\">, but the company\u2019s stats suggest 30-day campaigns are more likely to hit the funding sweet spot.<\/span> <span style=\"font-weight: 400;\">There are some psychological reasons for running a shorter campaign: it helps to create feelings of urgency and scarcity, which act as psychological motivators for backers to donate quickly to avoid missing out.<\/span><\/p>\n<h2>All or nothing<\/h2>\n<p><span style=\"font-weight: 400;\">All projects on Kickstarter adhere to an \u201call or nothing\u201d funding model. If a project creator fails to meet the funding goal by the end of the crowdfunding campaign period, the creator will not receive any funds. This allows backers to pledge with confidence because they know that they will only be charged if the campaign meets its funding goal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Backers and creators alike view Kickstarter as the flagship crowdfunding platform. Its brand recognition is unparalleled \u2014 Kickstarter is estimated to get over <\/span><a href=\"https:\/\/thegogofactor.com\/hacking-the-kickstarter-ranking-algorithm\/#:~:text=According%20to%20SimilarWeb%2C%20Kickstarter%20gets,UNIQUE%20visitors%20are%2021%20Million.\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">46 million monthly visitors<\/span><\/a><span style=\"font-weight: 400;\"> while Indiegogo gets <\/span><a href=\"https:\/\/www.indiegogo.com\/about\/our-story\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">10 million monthly visitors<\/span><\/a><span style=\"font-weight: 400;\">\u00a0 Many first-time creators have contributed to Kickstarter campaigns in the past, which means they are already familiar with the platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In 2019, Kickstarter brought in $1.06 billion in the design category and $827.82 million in the technology category.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3500\" src=\"https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/eclipse-e1488331043398-1024x575.jpg\" alt=\"\" width=\"1024\" height=\"575\" srcset=\"https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/eclipse-e1488331043398-1024x575.jpg 1024w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/eclipse-e1488331043398-300x169.jpg 300w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/eclipse-e1488331043398-768x432.jpg 768w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/eclipse-e1488331043398.jpg 1164w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Arthur Maitre, e-commerce manager of product design company <\/span><a href=\"http:\/\/www.nativeunion.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Native Union<\/span><\/a><span style=\"font-weight: 400;\">, says he had contributed to Kickstarter campaigns long before he started working at Native Union. He was drawn to the platform because of its dynamic community and saw it as a natural fit for Native Union\u2019s JUMP and ECLIPSE cable campaigns. \u201cThe community on Kickstarter tends to be a little more vocal,\u201d he says. \u201cThere\u2019s a lot more communication, and we really enjoy that about the crowdfunding process.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maitre says the priority for both campaigns was to have a strong showing in the first 24 hours. \u201cThe more momentum your campaign gets early on, the better it is for the popularity ranking, the press coverage, and everything that follows.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Redwine adds that many famous brands started on Kickstarter: \u201cKickstarter is the most respected and trusted funding platform. If you are working to build a trusted brand, the brands you associate with matter. Kickstarter is proud to have helped companies like Oculus and Form Labs bring their first products to life, and to be an ongoing part in the journeys of companies like 3Doodler, Lomography, Moment, and Spark.\u201d<\/span><\/p>\n<h2>Indiegogo: An open platform<\/h2>\n<p>Indiegogo is a longtime leader in the crowdfunding space, enabling entrepreneurs to bring their unique ideas to life. After a campaign is funded, a whole new set of challenges emerge. From managing mountains of backer data to ensuring rewards get to the right places on time, the fulfillment stage can be complex. \u00a0Indiegogo knows better than most how complicated this part of a creator\u2019s journey can be, which is why we\u2019ve teamed up as Indiegogo&#8217;s\u00a0<a href=\"https:\/\/www.backerkit.com\/blog\/indiegogo-backerkit?utm_source=marketing&amp;utm_medium=blog&amp;utm_campaign=backerkit_guide\" target=\"_blank\" rel=\"noopener noreferrer\">exclusive pledge management partner<\/a>.<\/p>\n<p><span style=\"font-weight: 400;\">Like Kickstarter, prospective creators on Indiegogo must first ensure their crowdfunding campaign satisfies the company\u2019s <\/span><a href=\"https:\/\/www.indiegogo.com\/about\/terms\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">terms of use<\/span><\/a><span style=\"font-weight: 400;\">. Indiegogo features projects in <\/span><a href=\"https:\/\/go.indiegogo.com\/blog\/2020\/04\/top-categories-on-indiegogo-during-the-covid-19-pandemic.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">categories<\/span><\/a><span style=\"font-weight: 400;\"> spanning tech, film, design, animals, community, environment, health, politics, religion, small business, and sports, to name a few. Indiegogo was first designed as a platform to raise money for film and entertainment products. It continues to be a powerhouse in these categories, as well as for technology products.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indiegogo offers <\/span><a href=\"https:\/\/support.indiegogo.com\/hc\/en-us\/articles\/115002299827-What-is-My-Country-of-Legal-Residence-and-Bank-Account-Location-\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">support to creators<\/span><\/a><span style=\"font-weight: 400;\"> in the US, UK, Canada, Australia, Hong Kong (China campaigns may be eligible), Austria, Belgium, Denmark, Germany, Finland, France, Republic of Ireland, Italy, Luxembourg, Netherlands, Norway, Portugal, Singapore, Spain, Sweden, Japan, or Switzerland.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indiegogo has a partnership with Stripe. All currencies that are supported by Indiegogo use <\/span><a href=\"https:\/\/go.indiegogo.com\/blog\/2017\/02\/stripe-rollout-contributions.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Stripe to process contributions and disburse funds<\/span><\/a><span style=\"font-weight: 400;\">. If your currency is not supported, Indiegogo recommends that you consult with an expert or use <\/span><a href=\"https:\/\/stripe.com\/atlas\/indiegogo\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Stripe Atlas<\/span><\/a><span style=\"font-weight: 400;\"> to create a U.S. business entity and apply for a U.S. bank account.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indiegogo does not require creators to have a working prototype before their campaign launch, offers a choice between \u2018all or nothing\u2019 or flexible funding models, and has a less stringent vetting process for prospective creators.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3499\" src=\"https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/chargeasap-1-e1488330907780-1024x671.jpg\" alt=\"\" width=\"1024\" height=\"671\" srcset=\"https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/chargeasap-1-e1488330907780-1024x671.jpg 1024w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/chargeasap-1-e1488330907780-300x197.jpg 300w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/chargeasap-1-e1488330907780-768x503.jpg 768w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/chargeasap-1-e1488330907780-100x65.jpg 100w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/chargeasap-1-e1488330907780-260x170.jpg 260w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/chargeasap-1-e1488330907780.jpg 1167w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Vinson Leow, founder of <\/span><a href=\"http:\/\/chargeasap.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">ASAP Technologies<\/span><\/a><span style=\"font-weight: 400;\">, is a passionate advocate of Indiegogo for crowdfunding campaigns. Leow says the Gogofactor \u2014 Indiegogo\u2019s algorithm for selecting projects to feature in its newsletter \u2014 gives crowdfunding campaigns a great publicity boost. \u201cThey will feature you in their newsletter if you hit certain targets,\u201d he said. \u201cI\u2019ve found that to be incredibly beneficial \u2014 it\u2019s resulted in an increase of anywhere between 10,000 and 50,000 extra visits to our campaign page.\u201d The Gogofactor also affects search rankings and inclusion in press outreach.<\/span><\/p>\n<h2>Flexible Funding: Pros and cons<\/h2>\n<p><span style=\"font-weight: 400;\">Indiegogo\u2019s biggest point of difference from Kickstarter is the flexibility it offers in funding models. Creators can adopt a conventional \u2018all or nothing\u2019 approach or choose to \u2018keep it all\u2019, which means they can retain any funds raised even if the crowdfunding campaign falls short of its target.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Arturo Arvizu, <\/span><a href=\"https:\/\/www.indiegogo.com\/projects\/tushi-pal-fitness-tracker-tradition-design--2#\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">creator of the TushiPal<\/span><\/a><span style=\"font-weight: 400;\">, says when taking a look at the features of Kickstarter vs Indiegogo, <\/span><a href=\"https:\/\/medium.com\/crowdtoolz\/kickstarter-vs-indiegogo-which-crowdfunding-platform-should-you-choose-82f51f653ee2\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">flexible funding<\/span><\/a><span style=\"font-weight: 400;\"> made sense for his product launch, which is both a tech product and social enterprise designed to empower Mayan artisans and create jobs for artists. He says Indiegogo\u2019s function as an \u201copen platform for social products\u201d seemed the perfect fit.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-3502\" src=\"https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/tushipal-e1488331585891-1024x576.jpg\" alt=\"\" width=\"1024\" height=\"576\" srcset=\"https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/tushipal-e1488331585891-1024x576.jpg 1024w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/tushipal-e1488331585891-300x169.jpg 300w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/tushipal-e1488331585891-768x432.jpg 768w, https:\/\/www.backerkit.com\/blog\/wp-content\/uploads\/2017\/03\/tushipal-e1488331585891.jpg 1046w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The appeal of flexible funding is obvious for creators, but carries additional risks for backers, who are typically more willing to fund all-or-nothing projects because they know they won\u2019t be charged if the campaign fails to meet its funding goal. (Creators should bear in mind that if they cannot deliver their project with the capital they have raised, they have a moral duty to refund their backers.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This sentiment is borne out by <\/span><a href=\"https:\/\/poseidon01.ssrn.com\/delivery.php?ID=456095106112067003000099008025117074006004004021063037072112094105016096067106070085036126038056110028118081126125115027072118050082005021006116067065108094027005047087019003114081006097064114090076016024107029005066077119023067122027101102093021113&amp;EXT=pdf&amp;INDEX=TRUE\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">a study<\/span><\/a><span style=\"font-weight: 400;\"> that suggests all-or-nothing models \u201coffer a guarantee to the crowd that the entrepreneur does not start a project with unrealistically low funding.\u201d The success of all-or-nothing models may be due to the phenomenon of \u2018social proof\u2019: the more backers a project acquires, the more credibility it establishes \u2014 a popular campaign signifies a greater likelihood of success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This mixture of flexible funding and all-or-nothing models make it harder to calculate the Indiegogo <\/span><a href=\"https:\/\/www.rainfactory.com\/blog\/kickstarter-vs-indiegogo-5-things-you-should-know\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">success rate<\/span><\/a><span style=\"font-weight: 400;\">. The platform also doesn\u2019t publish its key metrics publicly. However, it is worth noting that fewer of the most-funded crowdfunding projects of all time were launched on Indiegogo and the<\/span><a href=\"https:\/\/www.statista.com\/statistics\/235405\/kickstarter-project-funding-success-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"> Kickstarter success rate<\/span><\/a><span style=\"font-weight: 400;\"> is around 38%.<\/span><\/p>\n<h2>InDemand<\/h2>\n<p><span style=\"font-weight: 400;\">Sometimes it makes sense for creators to leverage the advantages of both platforms for a campaign \u2014 they might raise funds for their crowdfunding campaign through Kickstarter and raise additional money through Indiegogo InDemand once the campaign has ended.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indiegogo\u2019s <\/span><a href=\"https:\/\/entrepreneur.indiegogo.com\/how-it-works\/indemand\/\"><span style=\"font-weight: 400;\">InDemand<\/span><\/a><span style=\"font-weight: 400;\"> allows creators to raise funds after their initial crowdfunding campaign has concluded. There\u2019s no fundraising target or deadlines, so your post-campaign fundraising can last for as long as you like.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maitre says \u201cthere was still quite a bit of interest\u201d for the products in the hours and days after the Kickstarter campaigns had finished. The Native Union website saw a huge spike in traffic in the last two hours of the campaign, and received many emails from people who had missed out on contributing while the Kickstarter was still live.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe needed a platform for people to be able to pre-order the ECLIPSE so they\u2019re the second group of people to get it after the Kickstarter backers and before the product goes to market,\u201d Maitre says. So, the company chose to use Indiegogo\u2019s InDemand, which allows creators to raise money for an indefinite period once a crowdfunding campaign has run its course.<\/span><\/p>\n<h2>Secret perks<\/h2>\n<p><span style=\"font-weight: 400;\">Indiegogo allows you to have <\/span><a href=\"https:\/\/support.indiegogo.com\/hc\/en-us\/articles\/216028198-Secret-Perk\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">secret perks<\/span><\/a><span style=\"font-weight: 400;\"> \u2014 that is, rewards you can only access via direct link. Creators often use these for promotions, to thank loyal backers, or as a way to offer discounts (since discount codes are not available through Indiegogo). You could also use secret perks to boost the momentum of your campaign mid-campaign. While you can certainly figure out ways to incentivize backers on Kickstarter \u2014 through stretch goals, for instance \u2014 you won\u2019t have the option to create secret perks within the platform.\u00a0<\/span><\/p>\n<h2>Another way to build your email list<\/h2>\n<p><span style=\"font-weight: 400;\">Both Kickstarter and Indiegogo make it possible for creators to generate interest in their upcoming campaigns through <\/span><a href=\"https:\/\/support.indiegogo.com\/hc\/en-us\/articles\/360000023388-Create-and-Manage-Your-Pre-Launch-Page\"><span style=\"font-weight: 400;\">pre-launch pages<\/span><\/a><span style=\"font-weight: 400;\">. However, Indiegogo allows you to capture email addresses from potential backers while <\/span><a href=\"https:\/\/help.kickstarter.com\/hc\/en-us\/articles\/360034769114-Setting-up-your-project-s-Pre-Launch-Page\"><span style=\"font-weight: 400;\">Kickstarter doesn\u2019t<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h2>Platform fees and payments<\/h2>\n<p><span style=\"font-weight: 400;\">Kickstarter and Indiegogo share a similar fee structure. At Indiegogo, creators on a flexible funding model must pay a <\/span><a href=\"https:\/\/support.indiegogo.com\/hc\/en-us\/articles\/204456408-Fees-Pricing-for-Campaigners-How-much-does-Indiegogo-cost-#:~:text=Indiegogo%20charges%20a%20five%20percent,to%20your%20location%20and%20currency.\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">platform fee of 5% of total funds<\/span><\/a><span style=\"font-weight: 400;\"> raised, irrespective of whether the campaign funding goal is reached. Creators that don\u2019t meet their funding target and have a fixed funding model pay no fees, as all money is returned to backers. Then there are <\/span><a href=\"https:\/\/www.easyship.com\/blog\/kickstarter-vs-indiegogo\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">third-party fees<\/span><\/a><span style=\"font-weight: 400;\"> associated with processing credit card payments, wire fees, and transfer costs. <\/span><a href=\"https:\/\/stripe.com\/legal\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Stripe charges a processing fee<\/span><\/a><span style=\"font-weight: 400;\"> that varies according to your location and currency.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are also additional platform fees for <\/span><a href=\"https:\/\/support.indiegogo.com\/hc\/en-us\/articles\/204092046-InDemand-FAQ#:~:text=Platform%20fees%20in%20InDemand%20are,Third%20Party%20Payment%20Processing%20Fees.)\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">InDemand<\/span><\/a><span style=\"font-weight: 400;\">. Creators who ran their initial campaign on Indiegogo pay 5%. Those who ran campaigns on other platforms pay 8%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Meanwhile, Kickstarter\u2019s fees may change depending on the location of your company. For example, creators in the United States pay a 5% platform fee and between 3% and 5% in payment processing charges plus $0.20 per pledge. In Singapore, for example, creators pay 5% of their total funds raised and processing fees of 4% plus $S0.30 per pledge. Head over to <\/span><a href=\"https:\/\/www.kickstarter.com\/help\/fees\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Kickstarter\u2019s fee page<\/span><\/a><span style=\"font-weight: 400;\"> to see each country\u2019s fee structure.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One thing to note: Indiegogo backer contributions will be <\/span><a href=\"https:\/\/support.indiegogo.com\/hc\/en-us\/articles\/526836-How-do-I-know-that-my-contribution-was-successful-#:~:text=Please%20note%3A%20Your%20credit%20card,and%20bringing%20ideas%20to%20life!\"><span style=\"font-weight: 400;\">charged to their credit cards immediately<\/span><\/a><span style=\"font-weight: 400;\"> whereas Kickstarter contributions are charged at the end of the campaign. <\/span><\/p>\n<h2>Category strengths<\/h2>\n<p><span style=\"font-weight: 400;\">Another major differentiator to research is the strength of the community for your particular project category on each platform. If you have \u2018hero\u2019 projects similar to yours that you want to emulate, pay close attention to the platform that they use.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Games, technology, and design projects receive the lion\u2019s share of funding on Kickstarter, although the platform has also proved popular for film and video, music and publishing projects. The most funded projects on Kickstarter span numerous categories: they include the <\/span><a href=\"https:\/\/www.kickstarter.com\/projects\/getpebble\/pebble-time-awesome-smartwatch-no-compromises\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Pebble smartwatch<\/span><\/a><span style=\"font-weight: 400;\">, card game <\/span><a href=\"https:\/\/www.kickstarter.com\/projects\/elanlee\/exploding-kittens?ref=most_funded\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Exploding Kittens<\/span><\/a><span style=\"font-weight: 400;\">, the <\/span><a href=\"https:\/\/www.kickstarter.com\/projects\/597538543\/the-worlds-best-travel-jacket-with-15-features-bau\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Baubax travel jacket<\/span><\/a><span style=\"font-weight: 400;\">, and a reboot of <\/span><a href=\"https:\/\/www.kickstarter.com\/projects\/mst3k\/bringbackmst3k\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Mystery Science Theater 3000<\/span><\/a><span style=\"font-weight: 400;\">, to name a few.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kickstarter supplies a <\/span><a href=\"https:\/\/www.kickstarter.com\/help\/stats\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">breakdown<\/span><\/a><span style=\"font-weight: 400;\"> of funding for each category on its website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indiegogo\u2019s strengths are in technology and design products, mass manufacturing, and charitable causes. More information about its success stories can be found <\/span><a href=\"https:\/\/go.indiegogo.com\/blog\/category\/success-stories\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2>Beyond Kickstarter vs Indiegogo: Choosing a platform is just the beginning<\/h2>\n<p><span style=\"font-weight: 400;\">While it&#8217;s important to <\/span><a href=\"https:\/\/learn.launchboom.com\/kickstarter-vs-indiegogo-updated-october-2019-45fa1d3699c9\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">understand the difference<\/span><\/a><span style=\"font-weight: 400;\"> between Kickstarter and Indiegogo, it&#8217;s just as important to understand the limitations of both. When you prepare for your campaign, you&#8217;ll discover that reaching your funding goal is only part of your journey. Your crowdfunding to-do list will include everything from <\/span><a href=\"https:\/\/www.backerkit.com\/blog\/kickstarter-build-email-list?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">community-building<\/span><\/a><span style=\"font-weight: 400;\"> to getting your <\/span><a href=\"https:\/\/www.backerkit.com\/blog\/crowdfunding-manufacturing?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">product manufactured<\/span><\/a><span style=\"font-weight: 400;\"> to processing fulfillment. Fortunately, there is a whole ecosystem of tools and services beyond Kickstarter and Indiegogo that can help you hit your funding goal or streamline the work that you&#8217;ll have to do when it&#8217;s time to produce and ship your rewards.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To get a sense of what it will take to run a campaign from launching your project to fulfillment, ask yourself the following questions:<\/span><\/p>\n<h3>How will you market your campaign?<\/h3>\n<p><span style=\"font-weight: 400;\">Taking a grassroots approach to spreading the word about your campaign can work. Building up your social media presence, networking at events, and sending pre-launch messages through email marketing should all be a part of your marketing strategy. But there are also paid marketing tools that can give you an extra boost, and may be worth the investment if you&#8217;re running a larger campaign. <\/span><a href=\"https:\/\/www.backerkit.com\/blog\/does-paid-advertising-in-crowdfunding-pay\/?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\"><span style=\"font-weight: 400;\">Facebook Ads<\/span><\/a><span style=\"font-weight: 400;\">, targeting audiences who are likely to be interested in your product, can help drive more pledges to your campaign. You may want to consider hiring a <\/span><a href=\"https:\/\/www.backerkit.com\/blog\/marketing-for-kickstarter\/?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">marketing service<\/span><\/a><span style=\"font-weight: 400;\"> to help you run ads.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.backerkit.com\/admins\/sign_up?onboarding_kind=ads&amp;utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">BackerKit Marketing<\/span><\/a><span style=\"font-weight: 400;\"> is a cost-effective ad option that puts your project in front of more than 1,000,000 qualified backers that are interested in projects like yours. Projects like <\/span><a href=\"https:\/\/www.polygon.com\/platform\/amp\/2020\/12\/22\/22195749\/kickstarter-top-10-highest-funded-campaigns-2020-video-games-board-games\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Frosthaven and Return to Dark Tower<\/span><\/a><span style=\"font-weight: 400;\"> have worked with BackerKit on marketing their campaigns. And if you choose to use BackerKit, you can also be included in the <\/span><a href=\"https:\/\/www.backerkit.com\/admins\/sign_up?onboarding_kind=newsletter&amp;utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">BackerKit Newsletter<\/span><\/a><span style=\"font-weight: 400;\">, which works on a commission basis \u2014 so, there\u2019s no upfront cost \u2014 and shares your project with a list of 500,000 opted-in backers.<\/span><\/p>\n<h3>Who can manufacture your product?<\/h3>\n<p><span style=\"font-weight: 400;\">You have a lot of options open to you here, so finding the right partner can be a challenge. As you start your search, consider scalability (the manufacturer should be able to adjust your production run if you surpass your funding goal), location (costs associated with domestic and international manufacturers can be drastically different), and whether or not the manufacturer has worked on projects like yours (they may have existing molds that can be reused for your project at a reduced cost).<\/span><\/p>\n<h3>How will you collect and manage backer information?<\/h3>\n<p><span style=\"font-weight: 400;\">After your project is successfully funded, you\u2019ll have to deliver rewards to your backers. To do this, you\u2019ll first need to send out <\/span><a href=\"https:\/\/www.backerkit.com\/features\/survey?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">surveys<\/span><\/a><span style=\"font-weight: 400;\"> to collect backers&#8217; shipping information along with their item choices. Kickstarter has a survey tool and Indiegogo has Perk Item Options to collect the information you\u2019ll need for fulfillment. But you should do research into whether these features are robust enough for your needs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Most creators find that a <\/span><a href=\"https:\/\/www.backerkit.com\/?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">pledge manager<\/span><\/a><span style=\"font-weight: 400;\"> makes life easier when it\u2019s time to collect and manage backer information, and prepare for fulfillment. You don\u2019t want to wade through spreadsheet after spreadsheet of backer data, which is likely to happen if you stick with the basic survey tools on Kickstarter or Indiegogo. A pledge manager like BackerKit ensures that the data you collect during the survey is accurate and searchable. Used by top Indiegogo and Kickstarter projects like <\/span><a href=\"https:\/\/www.indiegogo.com\/projects\/kaisr-original-the-ultimate-inflatable-air-lounge#\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">KAISR Original: The Ultimate Inflatable Air Lounge<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.kickstarter.com\/projects\/peak-design\/travel-tripod-by-peak-design\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Peak Design\u2019s Travel Tripod<\/span><\/a><span style=\"font-weight: 400;\">, BackerKit Pledge Manager also has address validation, which helps with shipping and saves you time and money.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Will your project have a lot of individual items and options for backers? If so, consider a pledge manager. With BackerKit, you can itemize stock keeping units (SKUs) \u2014 the unique identifier assigned to each item you provide backers. BackerKit\u2019s support team is full of experts that can help you set up items and help you through the post-campaign phase. On top of all of this, you can use a pledge manager to raise additional funds through <\/span><a href=\"https:\/\/www.backerkit.com\/features\/addons?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">add-ons<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.backerkit.com\/features\/preorders?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">pre-orders<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h3>How will you ship your product?<\/h3>\n<p><span style=\"font-weight: 400;\">Depending on the size of your project, how many item choices you have, and the number of people on your team, you may be able to handle shipping on your own. But when that isn&#8217;t an option, you&#8217;ll need to contact a Third-Party Logistics (3PL) provider that will handle warehousing, distribution and fulfillment. Another benefit of using BackerKit Pledge Manager is that it has <\/span><a href=\"https:\/\/www.backerkit.com\/features\/fulfillment?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">integrations with popular 3PLs<\/span><\/a><span style=\"font-weight: 400;\"> such as Easyship, Amplifier, and Shopify, making it easier to process orders.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you&#8217;re weighing the benefits of Indiegogo vs Kickstarter, you should also be identifying the partners that can help you fulfill these essential tasks. Whether you&#8217;re a first-time or seasoned creator, you should use the tools and services that will enable you to get the most out of your campaign and maximize your time, so you can enjoy your crowdfunding experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To learn more about how BackerKit can help you along your crowdfunding journey, <a href=\"https:\/\/www.backerkit.com\/admins\/sign_up?utm_source=marketing&amp;utm_medium=igg_ks_guideupdate_011121\" target=\"_blank\" rel=\"noopener noreferrer\">please reach out to our team<\/a>.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kickstarter and Indiegogo are the two most popular rewards-based crowdfunding platforms. Each has a unique set of strengths: Indiegogo, for instance, has less stringent project requirements, while Kickstarter has a much larger backer community. There are also key differences in the funding models offered by each platform to creators. So, Kickstarter vs Indiegogo \u2014 how [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3512,"parent":3683,"menu_order":2,"comment_status":"closed","ping_status":"closed","template":"page-guide-chapter.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-3867","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Chapter 3: Kickstarter vs Indiegogo | BackerKit<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.backerkit.com\/blog\/guides\/the-practical-guide-to-planning-a-crowdfunding-campaign\/kickstarter-vs-indiegogo\/\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Chapter 3: Kickstarter vs Indiegogo | BackerKit\" \/>\n<meta name=\"twitter:description\" content=\"Kickstarter and Indiegogo are the two most popular rewards-based crowdfunding platforms. 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