If you’re using a platform like Kickstarter or Indiegogo to fund your creative project, there are few things more exciting than getting media coverage for your crowdfunding campaign.

A press release isn’t the only way to promote your campaign, but it’s certainly a big one, especially since established media outlets usually have sizable audiences and trustworthy reputations.

A shout-out from a new site, blog, influencer, or other media outlet can do a lot for your campaign. It can get a lot of new eyes on your project and tap into an audience that might not have been able to find you otherwise.

So, how do you get people to cover your Kickstarter?

It usually starts with a journalist outreach email in which you introduce yourself and your project and ask the journalist to cover your campaign.

An outreach email is the first impression a journalist will have of you and your project, and it might be the deciding factor in whether or not you get featured by a news outlet, so it’s important to craft a message that is both compelling and professional.

In this article, we’ll provide our biggest tips for getting journalists and bloggers to publish a story on your Indiegogo or Kickstarter campaign. Then, we’ll share seven journalist outreach templates for the biggest categories on Kickstarter, which you are free to copy and customize for your campaign.

But first, I wanted to let you know about my FREE Kickstarter PR course.

It is packed with outreach tips, resources, strategies, and killer marketing methods to get more media hits!

If you want to fast-track the entire process and get more eyes on your campaign, you’ve gotta check it out!

Now, let’s get into it.

General Tips

The best way to find journalists who will write about your Kickstarter is to search for media outlets that cover topics in your niche.

For example, if you are launching a project in the gaming community, it makes sense to search for gaming journals and blogs that have published articles on similar topics. 

Once you’ve identified a journalist that might be interested, it’s time to reach out!

Here are a few general tips for crafting your outreach email:

• Write a strong subject line: One technique is to write a subject line that is similar to article headlines they’ve published in the past.
• Keep it short: No one likes big walls of text. It usually only takes 2-3 paragraphs and some bullet points to communicate your request.
• Tailor it for the journalist: Try to get to know the journalist a little by reading their past articles. See if you can identify commonalities in their writing style and the subjects they cover. Then, you can tailor your outreach email to match their interests.
• Get personal: You don’t have to copy these templates exactly. A personalized email is likely to get a better open and response rate than a generic one, so don’t be afraid to introduce yourself a little bit.
• What’s in it for them?: Make sure to emphasize potential benefits for the journalist if they cover you. What makes this a great opportunity for them?
• Compliments: Flattery is an underrated weapon. Don’t be afraid to compliment the journalist or news outlet (if you really mean it).

Now, without further ado, here are seven journalist outreach templates for some of the biggest categories on Kickstarter, which you are free to use for your influencer or media outreach campaign.

Outreach Templates

1. Gaming

Gaming is by far the biggest and most funded category on Kickstarter.

The good news is that if you’re launching a gaming product, you probably have a huge pool of potential backers.

The bad news is that you also have a lot of competition.

Your outreach email should stress the elements of your project that make it special. Why will people find your gaming project especially interesting?

Subject: Exclusive Opportunity – Be part of the next big gaming phenomenon on Kickstarter!

Dear [Journalist’s Name],

I hope this email finds you well. My name is [Your Name], and I’m reaching out to you on behalf of [Company or Game Title], an exciting new gaming project that is currently gaining momentum on Kickstarter.

I’ve been following your outstanding coverage of groundbreaking gaming projects, and I believe that [Game Title] would be a perfect fit for your audience. This project is not just another game; it’s a passion-fueled endeavor that brings [unique features/gameplay/storyline] to the gaming community.

Here are some key elements that make [Game Title] a unique project:

1. [Selling Point 1]: [Briefly describe a standout feature or aspect of the game, e.g., gameplay mechanics, storyline, design, worldbuilding, etc.]
2. [Selling Point 2]: [Briefly describe another standout feature or aspect of the game, e.g., gameplay mechanics, storyline, design, worldbuilding, etc.]
3. [Selling Point 3]: [Briefly describe another standout feature or aspect of the game, e.g., gameplay mechanics, storyline, design, worldbuilding, etc.]

We launched our campaign on [launch date], and we believe that the story behind [Game Title] is one that your readership would find both interesting and inspiring. We would be honored to collaborate with you on a feature or interview to share some inside information about [Game Title] with your audience. If you’re interested in learning more or scheduling an interview, please reach out. We can provide you with a press kit, high-resolution images, and any additional images you need.

We look forward to the possibility of collaborating with you.

Best regards,
[Your Full Name]
[Your Position]
[Your Contact Information]
[Link to Kickstarter Campaign]

2. Design

Design trails closely behind gaming as one of the biggest categories on Kickstarter, and it encompasses a broad range of physical products that are marketed on Kickstarter.

If you’re launching a design project, your outreach email should emphasize the major selling points that will make your product interesting to readers. What makes your product innovative, quirky, useful, or appealing?

Subject: How [Product Name] is Revolutionizing [Niche/Field] on Kickstarter

Dear [Journalist’s Name],

My name is [Your Name], and I am an independent inventor who will soon be launching a Kickstarter campaign for [Product Name], an innovative new tool for [Product Use]. I’ve been an avid reader and admirer of your insightful coverage of cutting-edge design and innovation. That’s why I’m excited to introduce you and your readers to [Product Name].

Here’s a glimpse of what makes [Product Name] such an exciting opportunity:

1. [Selling Point 1]: [Briefly describe a major selling point of your product, e.g., ease-of-use, function, sleek design, etc.]
2. [Selling Point 2]: [Briefly describe another major selling point of your product, e.g., ease-of-use, function, sleek design, etc.]
3. [Selling Point 3]: [Briefly describe another major selling point of your product, e.g., ease-of-use, function, sleek design, etc.]

I will be launching my campaign on [Launch Date], and I would love to collaborate with you on a/an [article, blog post, podcast, etc] that would share the inspiring journey behind [Product Name]. Your audience will find my story compelling, and your expertise as a journalist could help me bring more attention to a product that is redefining the [Niche/Field] industry. 

If you have any questions or would like to schedule an interview, please reach out!

Looking forward to hearing from you,

[Your Full Name]
[Your Position]
[Your Contact Information]
[Link to Kickstarter Campaign]

3. Technology

When it comes to technology projects on Kickstarter, it often helps to focus on the problems your project solves. 

How does it improve upon existing technology? Is it more sustainable or easier to use? What makes it work?

Here’s a journalist outreach template that focuses on the problem-solution aspect of the tech world.

Subject: Pioneering the Future: Exclusive Preview of [Product Name] Kickstarter Campaign

Dear [Journalist’s Name],

My name is [Your Name], and I am reaching out to you from [Company Name]. I’ve been closely following your insightful coverage of the [niche/field] industry. I’m thrilled to share our innovative tech solution – [Product Name]. [Product Name] is poised to tackle [specific problem], one of the most persistent issues in the [niche/field] sector.

In response to [specific problem], [Product Name] introduces [highlight 1-3 key features], providing a revolutionary opportunity for [niche/field]. We believe your audience would appreciate an exclusive look into how [Product Name] addresses these challenges. We’re eager to share insights into our process and the transformative potential of our product.

Please reach out if you are interested in exploring this groundbreaking solution and featuring our campaign in your coverage. We believe you could leverage your journalistic talents to get [Product Name] in front of a larger audience. We’re prepared to offer additional insights, high-resolution visuals, and any other necessary details.

We look forward to the opportunity to share how [Product Name] is paving the way for positive change in [niche/field]. 

Best regards,

[Your Full Name]
[Your Position]
[Your Contact Information]
[Link to Kickstarter Campaign]

4. Film & Video

If you’re reaching out to journalists about a film & video project, don’t be afraid to get a little creative.

Consider what you are trying to achieve with your film and what makes it important, entertaining, or newsworthy. You may also want to give a brief synopsis of the plot or main idea and mention well-known films that are similar in style to yours.

The following template emphasizes the artistic vision of the film. We invite you to tailor it based on your specific genre.

Subject: An exclusive look at the cinematic richness of [Film Title]

Dear [Journalist’s Name],

I hope this message finds you in good spirits. I’m [Your Name], an independent filmmaker in the [genre] genre. I’ve been captivated by your coverage of groundbreaking cinematic endeavors and believe that my upcoming project, [Film Title], would be of interest to your audience.

[Film Title] isn’t just a movie; it’s a visual odyssey that encapsulates a unique artistic vision. Our team, driven by a passion for storytelling, has meticulously crafted every frame to transport viewers into a world where [brief description of the film’s theme or concept]. Currently seeking support on Kickstarter, we invite you to an exclusive preview of our campaign, providing a glimpse into the artistic mastery behind [Film Title].

If you’re intrigued by the prospect of delving into the heart of a film driven by its artistic vision, we’d be delighted to share more details, exclusive clips, and behind-the-scenes insights with you. Your support in showcasing [Film Title] to your discerning audience would mean the world to us.

Thank you for considering our project, and we look forward to the possibility of collaborating with you.

Best regards,

[Your Full Name]
[Your Position]
[Your Contact Information]
[Link to Kickstarter Campaign]

5. Publishing

As with video and film projects, publishing projects are usually very diverse, so it makes sense to tailor your outreach efforts to your specific genre.

Many of the most successful publishing projects on Kickstarter are comic books. If you’re campaigning for your comic book, you might also want to include some details about the artwork.

This email template covers all the unique aspects of the publication in question. It also emphasizes potential benefits for the journalist and readers.

Subject: Elevating Literature: Exclusive Preview of [Your Book] Kickstarter Campaign

Dear [Journalist’s Name],

I hope this message finds you well. I’m [Your Name], an independent writer, and I’ve been an avid follower of your thoughtful coverage of literary endeavors. I’m thrilled to introduce you to my latest project, [Book Title], which is currently making waves on Kickstarter.

Why [Book Title] is a Must-Read:

• A compelling narrative: [Book Title] unfolds a captivating story that explores [brief description of the book’s theme or genre].
• Innovative literature: Beyond a conventional tale, [Book Title] introduces creative elements, pushing the boundaries of storytelling.

Exclusive Kickstarter Preview:

We’re offering you an exclusive opportunity to:

• Dive into the heart of [Book Title] and discover its unique narrative.
• Gain valuable insights from the author, understanding the creative process and inspiration behind [Book Title].
• Witness firsthand the passion and dedication that has gone into bringing this literary project to life.

I’d be honored to collaborate with you on featuring [Book Title] in your esteemed publication, whether through an interview, an article, or any format that aligns with your platform. If this piques your interest, please let me know, and I’ll provide additional details, press materials, and a link to my Kickstarter campaign.

Thank you for considering [Your Book] for coverage, and I look forward to the possibility of sharing this literary venture with your audience.

Best regards,

[Your Full Name]
[Your Position]
[Your Contact Information]
[Link to Kickstarter Campaign]

6. Music

Your outreach template should give journalists an idea of what they have to gain by covering your campaign. This template describes the music campaign as “a rare opportunity.”

Since the journalist might not be able to hear your music, you’ll need to be a little descriptive of your sound and influences and the waves you want to make in the music world.

It’s also a good idea to seek out journalists who are used to writing about your genre. For instance, if you are launching a classical music album, you probably shouldn’t reach out to a hip-hop publication and vice versa. 

Subject: [Project Title] Kickstarter – A Rare Glimpse Into a Sonic Revolution

Dear [Journalist’s Name],

My name is [Your Name], and I am an independent musician. My latest project, [Project Title], is currently making ripples in the music industry. Having followed your insightful coverage of groundbreaking musical projects, I believe that [Project Title] would be a perfect fit for your esteemed publication.

Here’s what makes [Project Title] a unique and revolutionary project in the music industry.

• [Highlight 1]: [Briefly describe an important element of your musical vision, e.g., your influences, collaboration, background, sound, message, what the project means to you, etc.]
• [Highlight 2]: [Briefly describe another important element of your musical vision, e.g., your influences, collaboration, background, sound, message, what the project means to you, etc.]
• Limited Edition Rewards: [Briefly tease the rewards offered by your campaign]

This is a rare opportunity to be part of a musical revolution, and I invite you to feature [Project Title] in [Publication Name]. Your coverage will not only shed light on the project’s innovation but also offer your readers an exclusive look into the creative process. I am prepared to provide you with additional details, press materials, audio recordings, and a link to my Kickstarter campaign. Thank you for considering this opportunity, and I look forward to the possibility of collaborating with you to bring the sonic revolution of [Project Title] to a broader audience.

Best regards,

[Your Full Name]
[Your Position]
[Your Contact Information]
[Link to Kickstarter Campaign]

7. Fashion

Fashion is another leading category on Kickstarter, and there are plenty of journalists, influencers, and bloggers who love sharing new and exciting fashion products with their audience.

Be sure to focus on what makes your products stand out. Are they fun to wear, comfortable, made with sustainable materials, etc.? 

This email template provides a format for outlining the standout features of your fashion project.

Subject: How the [Project Title] Kickstarter Campaign Is Revolutionizing the World of Fashion

Dear [Journalist’s Name],

I hope this email finds you in great spirits. My name is [Your Name], and I’m reaching out on behalf of [Project Title], an exciting venture that promises to redefine the fashion landscape. As someone who covers the dynamic world of fashion, your keen eye for style and innovation aligns perfectly with what I have to share.

Key Highlights:

• [Highlight 1]: [briefly describe one highlight of your project, e.g., style, influences, materials, artistry, etc.]
• [Highlight 2]: [briefly describe another highlight of your project, e.g., style, influences, materials, artistry, etc.]
• [Highlight 3]: [briefly describe another highlight of your project, e.g., style, influences, materials, artistry, etc.]

This presents an exclusive opportunity for you to be at the forefront of a fashion movement. I cordially invite you to feature [Your Fashion Project] in [Publication Name], allowing your readers/viewers an exclusive look into the innovative designs and creative process. I am well-prepared to provide additional details, high-resolution images, and a link to my Kickstarter campaign. Thank you for considering this collaboration, and I look forward to the possibility of showcasing the style evolution of [Your Fashion Project] to your audience.

Best regards,

[Your Full Name]
[Your Position]
[Your Contact Information]
[Link to Kickstarter Campaign]

Conclusion

As you can see, most of these emails follow a similar basic format to:

• Introduce yourself and your project
• Explain why you are emailing
• Describe the key highlights of your project
• Invite them to connect

Once you’ve gotten a feel for the professional tone of these outreach templates, you’ll be ready to go!

For now, feel free to copy and paste these and tweak them to your liking.

Don’t forget to sign up for my FREE Kickstarter PR Course.

It’s the fastest way to master the art of PR, and it could make a HUGE difference for your campaign.

If you’re ready to take your campaign to the next level and see yourself in the media, this is the best way to do it!