All or Nothing
Kickstarter is one of the world’s most recognizable crowdfunding platforms, with a strong focus on funding creative projects, including film, music, games, and art. A fundraising effort on the platform is known as a Kickstarter campaign, and it is defined by a singular, high-stakes feature: the all-or-nothing funding model.
Here’s how it works: a creator sets a specific financial goal (e.g., $25,000) and a fixed time limit for the campaign (e.g., 30 days). Supporters, known as “backers,” can then pledge money to the project. The critical rule is that the campaign must reach its goal by the deadline to be successful. If the project raises its $25,000 goal or more, the creator receives all the pledged funds (minus Kickstarter’s fees). However, if the campaign ends even one dollar short of its goal, no one’s credit card is charged, and the creator receives absolutely nothing.
A Tool for Independent Film
This all-or-nothing model creates a powerful sense of urgency and collective effort during a campaign. Backers are motivated to share the project to ensure it reaches its goal, as it’s the only way the project they want to see will come to life. It also reduces risk for backers, as they are assured their money will only be used if the project is fully funded and viable.
Kickstarter has been instrumental in the creation of thousands of independent films. It has empowered filmmakers to fund short films, ambitious documentaries, and even high-profile feature films. Notable film campaigns include the Veronica Mars movie, which proved a dormant fanbase was willing to pay for a sequel, and Zach Braff’s Wish I Was Here. A successful campaign requires a compelling pitch video, a transparent budget, and an attractive set of tiered backer rewards to incentivize pledges at all levels.