If you’ve seen successful Kickstarter campaigns in the media or been browsing around the crowdfunding platform, then you may have noticed something called Kickstarter add-ons or addons. These can become a little confusing to a newer creator or backer, so let’s set a few things straight!
What is a “Kickstarter Add-on?”
Add-ons are not part of the core Kickstarter functionality, but they were created as a way for campaigners to provide more ‘rewards’ or ‘perks’ for backers to choose from.
For example, if an inventor is Kickstarting a new phone and wanted to allow backers to also pre-order an accessory for that phone, he or she could offer the accessory as a $15 add-on to an existing reward tier that has already been chosen by backers.
A backer, who has already pledged $30 for the phone at the appropriate reward tier, would then need to add $15 to their pledge to claim the additional accessory reward.
To give you a better idea, I’ve included two snapshots below from the ARKYD: A Space Telescope for Everyone campaign. This campaign raised $1.5 million for ‘The first publicly accessible space telescope.’
So, if you claimed the $25 reward for a “Digital SPACE SELFIE” early on in the campaign, but realized later that you would also like a t-shirt, you could select that additional perk as an add-on. For more information about claiming add-ons, check out the section below on “How to claim an add-on as a backer.”
How to create an add-on as a creator?
As a creator, you must go through a few steps before announcing a special add-on to your backers.
1. You must decide which pledge tiers can quality for the add-on. In the example above, only individuals who had chosen at least the $25 reward tier could access the add-on.
2. You must price the add-ons appropriately. Don’t forget to include shipping and an estimated delivery date. I would also specify the quantity for each add-on. For example $10 + $3 international shippping = 1 t-shirt (est. delivery date of March 2015).
3. It’s extremely important that you create a long-form set of instructions as to how your backers can go about claiming an add-on and what add-ons are available. I recommend checking out the way the ARKYD: A Space Telescope for Everyone campaign created a landing page with comprehensive guidelines and information about the available add-ons for their project.
You can click the screenshot below to see a saved version of their landing page, or click here to be taken to it.
4. Finally, you can announce the add-on to your bakers. I’d recommend announcing it on social media, in a specific update, on your blog, and to your mailing list. You should also include a special note at the end of your rewards section (both the tiers and the section in the campaign text), explaining that there are add-ons available.
If any of your backers asked about add-ons, it would also be a good time to respond to those comments saying that they can now check out the add-ons in your campaign text.
5. When your project is completed, you will use Kickstarter surveys or BackerKit to figure out which creators chose add-ons and which additional perks they wanted.
How to claim an add-on as a backer?
As a backer, I would first look through the instructions provided by the campaign creator regarding the project’s available add-ons. They may only be offering them to the upper-level reward tiers, or there may be special directions.
In general, you should be able to select an add-on by doing the following:
1. Click the “manage your pledge” button on the project’s page.
2. Increase your pledge by the amount needed to claim the add-on(s).
3. Save your pledge. Do not change the tier that you originally pledged at.
I would then email and Kickstarter message the creator so that you have a record of communication. If the campaign is successfully funded, the creator will send around a survey for you to choose which add-on you wanted.
This comprehensive guide is the step-by-step formula for knocking it out of the park with your Kickstarter campaign.
Learn what it’s like to run a Kickstarter campaign, from preparing the launch to getting Kickstarter, growing your community, and turning your passion into profit.
This is the Kickstarter Launch Formula. Get the free audio book with Audible’s 30-day Free Trial.
Conclusion
Do you have any questions about add-ons for a Kickstarter project? Be sure to leave a comment below. I also recommend reading through my previous post on Kickstarter stretch goals.
Want more personalized support?
Our expert team is ready to go to work in promoting your campaign. Book a coaching call with the founder of CrowdCrux Salvador Briggman today, and let’s work together to get this campaign in front of your audience!
