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Kickstarter vs. Indiegogo: What’s the Difference? (2024)

So you’ve decided to launch your crowdfunding campaign. One of the first challenges you face will be deciding which crowdfunding platform to use.

And you’re here reading my article because you already know Kickstarter and Indiegogo are two of the best crowdfunding sites in the world, right? It’s never easy to decide which one to choose: Kickstarter or Indiegogo.

Everyone might even hurry to search for crowdfunding products Indiegogo and Kickstarter support.

On top of that, you might have heard of the not-so-secret Indiegogo Secret Perk and the popularity of the Kickstarter affiliate program. And maybe you’re familiar with the fact that each charges a 5% platform fee for the funds raised.

So what I really want to answer for you is: What’s better: Kickstarter or Indiegogo? Which will be more beneficial to your campaign?

Before anything else, I’d like to give you my background. I’m a blogger, podcaster, YouTuber, and I’ve helped thousands of students get funding using crowdfunding. 

I’ve also written more than ten books, four of which are focused on crowdfunding.

So, with those years of experience and knowledge gained through research, I can help you answer the question: What’s the difference between Kickstarter and Indiegogo?

While the differences matter, the nature of your campaign matters too. With this, you should also think about the following questions:

  • What category does your project fall in? 
  • What are you trying to raise money for?

In this post, I’ll help you decide between Kickstarter and Indiegogo by taking you through some of their significant differences. 

But first, I’ll give you a useful chart for your quick reference.

Reference: What’s the difference between Kickstarter and Indiegogo?

Before I present detailed explanations to pacify the war between Kickstarter and Indiegogo in your mind, I have created a chart that allows you to scan the key differences between the two. 

But I recommend you read the whole article to grasp better what Indiegogo vs. Kickstarter looks like.

Which Is Bigger: Kickstarter or Indiegogo?

Let’s begin with the size, Kickstarter is generally larger than Indiegogo. It has become one of the most well-known crowdfunding platforms globally. 

It has helped fund many projects and has a large and active community of backers.

On the other hand, Indiegogo is also a prominent crowdfunding platform with a global presence. While it is not as large as Kickstarter, it has gained popularity for its flexible funding options and support for various projects.

Their Mission-Vision: Kickstarter vs. Indiegogo

Kickstarter’s mission is “to help bring creative projects to life” by providing artists, designers, filmmakers, musicians, and other creators a platform to showcase their ideas and gain financial backing. 

In contrast, Indiegogo’s mission is to empower people to unite around ideas that matter to them,” supporting broader projects, including technological innovations, entrepreneurial ventures, and social causes

Overall, Kickstarter envisions fostering a community where creativity and innovation thrive. It allows backers to become part of the creative process. 

If you want to get funding on Kickstarter, you gotta check out my free Kickstarter course. This course will cover important tips, resources, and training for running a killer campaign.

On the other hand, Indiegogo aims to democratize the funding process, enabling anyone with a compelling idea to gather support and bring their project to fruition. 

Kickstarter is more of ensuring creators have the necessary resources to complete their projects, reflecting its focus on artistic integrity and quality

While, Indiegogo is more of reflecting its commitment to inclusivity and accessibility by allowing projects to be realized even if they do not reach their initial financial goals. 

Their History: Indiegogo vs. Kickstarter 

Kickstarter was launched in April 2009 by Perry Chen, Yancey Strickler, and Charles Adler. It has focused on creative projects, such as films, music, art, theater, games, comics, design, and technology. 

On the other hand, Indiegogo, founded in January 2008 by Danae Ringelmann, Slava Rubin, and Eric Schell, was one of the first crowdfunding platforms, preceding Kickstarter by over a year.

Over the years, Kickstarter has remained focused on its core mission of supporting creative projects. In contrast, Indiegogo has expanded its services to include support for product development and marketplace options for successful campaigns.

The Basics: Key Differences between Indiegogo and Kickstarter

When determining which crowdfunding site to use, it helps to look at the numbers and get a sense of what each platform does best.

Basic Overview by the Numbers: Kickstarter vs. Indiegogo

Kickstarter

  • Projects Funded (at time of writing): 260,226
  • Number of Pledges: 95, 676, 455
  • Most Popular Categories:
    • Games
    • Design
    • Technology
    • Film & Video
    • Publishing

Here are some of the stats Kickstarter has made public about their platform:

Indiegogo

  • Projects Funded (at time of writing): 800,000+
  • Number of Backers: approx. 9 million
  • Most Popular Categories
    • Home
    • Phones & Accessories
    • Travel & Outdoors
    • Health & Fitness
    • Audio

Functionality

In terms of functionality, Kickstarter and Indiegogo differ in some significant ways, so you’ll need to consider which features will be most beneficial for your campaign.

To help you out, here’s an outline of some of the major functionality differences between Kickstarter and Indiegogo.

1. Videos

Kickstarter allows organizers to create and upload crowdfunding videos demonstrating the value of their products. These videos can be hosted directly on the campaign page on Kickstarter while on Indiegogo, they cannot be.

Campaigners can also utilize functions like campaign text and rewards to enhance product marketing.

Well-produced videos can go a long way toward getting backers excited about your product.

Indiegogo campaigners can also create product videos, but these videos cannot be hosted directly on the campaign page. Instead, campaigners must embed their videos as a link.

2. Meta Pixel 

Both Kickstarter and Indiegogo allow creators to use Meta Pixel (formerly Facebook Pixel) to target potential backers for their campaigns.

Through Meta Pixel, creators can use Facebook ads to retarget people who have visited their campaign pages.

Meta Pixel can be highly beneficial to crowdfunding campaigns. It’s a great way to attract the attention of people who might be interested in your project.

Kickstarter Meta Pixel

Indiegogo Meta Pixel

3. Affiliate Programs

If you choose to run your campaign through Indiegogo, you can create an affiliate program that offers rewards to individuals who refer others to your campaign. This incentivizes backers to share your project and helps you grow your network.

While Indiegogo does allow affiliate programs, Kickstarter does not offer one of this nature. There are, however, third-party tools to accomplish this. I made a video to help you set up a Kickstarter Affiliate Program

Meanwhile, if you want to know more about Kickstarter, my free Kickstarter course is for you. If you think Kickstarter is “the one” platform you’re searching for, do not hesitate to enroll in this course, where I explain the behind-the-scenes of creating a successful Kickstarter campaign.

Aside from that, if you feel like you need one-on-one coaching, I’ve got you. Feel free to contact me if you’ve decided to level things up in your crowdfunding era.

4. Indiego Secret Perk 

Indiegogo is known for its “Secret Perk” function, whereas Kickstarter does not offer a similar feature.

The Indiegogo secret perk is essentially a secret link you can send to potential supporters, allowing them to unlock an exclusive reward if they donate to the campaign.

This gives people an extra incentive to become backers and also helps create the sense of urgency and exclusivity that often compels people to donate to campaigns.

5. Pre-launch Page 

Indiegogo allows campaigners to make pre-launch pages, but I wouldn’t recommend using this feature as it’s not well-designed at all.

To put it plainly, it sucks.

As an alternative, you can consider making your own pre-launch webpage or hiring an experienced professional to do this for you.

Unlike Indiegogo, Kickstarter does not host pre-launch pages, but it allows supporters to “follow this project” to receive notifications when the project goes live.

Both platforms offer a shareable preview link in which people can leave comments on upcoming campaign pages.

6. Funding Scheme: Fixed vs. Flexible Funding

Another major functionality difference between the two platforms is that Indiegogo offers you the choice of two funding models: flexible or fixed, whereas Kickstarter does not, as it only allows fixed funding campaigns.

What Is a Fixed Funding Campaign?

A fixed campaign is an all-or-nothing approach. If you don’t meet your funding goal, you won’t receive anything from your backers.

What Is a Flexible Funding Campaign?

Flexible funding campaigns charge higher commissions, but they allow you to keep everything you raise even if you don’t meet your goal.

7. Logistics

Platform Fees and Payment Processing

Both Kickstarter and Indiegogo charge a flat fee of 5% of the total amount of funds raised.

However, Indiegogo also withholds an additional 5% of your funds until you have fulfilled all your rewards (if you choose to use the all-or-nothing funding structure), so you’ll have to consider this when calculating shipping costs, whereas Kickstarter does not withhold any additional funds.

At the time of writing, both Indiegogo and Kickstarter use Stripe for payment processing. Stripe works well for crowdfunding campaigns because it accepts funds for products that are still in production.

At the time of writing, both Indiegogo and Kickstarter use the service Stripe for payment processing. Stripe works well for crowdfunding campaigns because it will accept funds for products that are still in production.

Fees for processing payments through Stripe will vary based on your location but usually range between 2% and 3%.

Campaign Requirements

Not every project and creator is appropriate for crowdfunding platforms like Kickstarter and Indiegogo. Your campaign must meet certain requirements before it is allowed to raise funds.

Kickstarter names five rules every campaign must follow in order to be eligible:

  1. Projects must create something to share with others
  2. Projects and backer statistics must be honest and clearly presented
  3. Projects can’t fundraise for charity
  4. Projects can’t offer equity
  5. Projects can’t involve prohibited items (this includes things like lottery tickets, live animals, alcohol, etc.)

They also have a few rules regarding who can use Kickstarter to raise funds, including:

  1. You must be 18 or older.
  2. You must be a resident of the country where you launch your project, or your business must be registered in the country where you launch your project. Make sure that you are from one of the eligible countries
  3. You must have a bank account in the country where you launch your project.
  4. You must have a major credit or debit card in your name.

Indiegogo has its own set of rules. These include:

  1. You must be 18 or older.
  2. You must be a legal resident of or have a business entity registered in one of eligible countries.
  3. You must create the campaign in your own name or on behalf of a business you work for.
  4. If you are running the campaign by yourself, you must link a bank account in your own name.

Indiegogo also specifies that certain items can’t be offered as perks, including alcohol, equity, weapons, drug paraphernalia, or unauthorized airline tickets.

8. Categories Offered: Indiegogo Vs. Kickstarter

Indiegogo has 3 main categories, while Kickstarter has 15. Below are mind maps showing these categories and their subcategories, which will help you categorize your fundraising plan.

  • Indiegogo: Main Categories

  • Indiegogo: Main Categories and Their Subcategories

  • Kickstarter: Main Categories

  • Kickstarter: Main Categories and Their Subcategories

9. In-Demand Program 

Indiegogo has a built-in In-Demand Program that allows creators to continue to raise funds after a campaign has succeeded, while Kickstarter doesn’t have this built-in program.

Yet, even if you used Kickstarter for your initial round of funding, you can port that campaign over to Indiegogo In-Demand, which is very common for many successful projects.

However, Kickstarter campaigns cannot receive funds after their set funding period is over.

8. Platform Attentiveness

Indiegogo has shown an impressive willingness to work with campaign creators, offering advice, resources, and best practices to steer their creators to success, while Kickstarter has a more hands-off approach and helps through their published resources.

Indiegogo will also feature you in their newsletters and tweets if your campaign gains significant momentum. It seems to have a greater focus on profits and financial success, while the Kickstarter brand prioritizes creativity, mindset, invention, and outside-the-box thinking.

Thus, you should consider what kind of personal brand you want to cultivate and determine how well your platform reflects that.

9. Payout Time

The payout time for Kickstarter and Indiegogo can vary based on different factors, such as the type of funding model chosen (fixed or flexible), the complexity of the project, and the platform’s processing times. Here’s a general overview of the payout times for each platform:

Kickstarter

  • All-or-Nothing Funding: If a project meets its funding goal within the specified timeframe, Kickstarter collects the funds from backers at the end of the campaign.
  • Payout to Creators: After the campaign ends successfully, Kickstarter initiates the process of transferring funds to the creator’s bank account. This process takes around two weeks to a month, depending on the project’s location and the bank’s processing times.
  • Additional Processing Times: Creators may also need to account for additional processing times by their bank, which can vary.

Indiegogo

  • Fixed Funding: If a project meets its funding goal, Indiegogo collects the funds from backers immediately, but the funds are not released to the creator until the end of the campaign.
  • Flexible Funding: For flexible funding campaigns, funds are collected and released to the creator regardless of whether the funding goal is met.
  • Payout Time: After the campaign ends, Indiegogo typically takes 15 business days to review and process the funds before initiating the transfer to the creator’s bank account.
  • Additional Processing Times: Creators should also consider additional processing times by their bank, which can vary.

Creators should plan their project timelines accordingly and account for these payout times when budgeting and scheduling their projects.

When Are Backers Charged?

On Kickstarter, backers are only charged if the project reaches its funding goal by the campaign deadline. If the project does not reach its goal, no charges are made, and no funds are collected from backers.

On Indiegogo, the charging process depends on the type of funding model chosen by the campaign creator:

  • Fixed Funding: Backers are charged immediately when they make a pledge, but the funds are not released to the campaign creator unless the funding goal is reached.
  • Flexible Funding: Backers are charged immediately when they make a pledge, and the funds are released to the campaign creator regardless of whether the funding goal is reached.

In both cases, backers should be aware of the funding model chosen by the campaign creator and understand the potential outcomes before making a pledge.

Kickstarter vs. Indiegogo: Marketing and Promotion Differences

Kickstarter’s marketing strategy focuses on spotlighting individual projects, emphasizing creativity and innovation. They curate projects, selecting those that align with their values and guidelines, which can help projects gain visibility and credibility

In contrast, Indiegogo emphasizes storytelling, highlighting the unique narratives behind each campaign to appeal to backers interested in supporting creative endeavors. 

As a whole, Kickstarter has a more formal approach when compared to Indiegogo. Generally, Indiegogo is more inclusive than Kickstarter. Yet, they both support a broad range of projects. 

Creator Support: Kickstarter vs. Indiegogo

Both Kickstarter and Indiegogo offer creator support through various channels, but their approaches differ slightly. 

Kickstarter provides support primarily through educational resources, such as the Creator Handbook and Kickstarter Creator Resources, which offer guidance on running successful campaigns. They also have a support team that creators can reach out to for help and advice. 

In contrast, Indiegogo offers more personalized support, including coaching and campaign strategy assistance, as well as guidance from experts and partners.

Overall, while both platforms offer valuable support to creators, Indiegogo’s more personalized approach and additional features like InDemand set it apart in terms of creator support.

Success Stories: Which Is Your Bet: Kickstarter or Indiegogo?

At CrowdCrux, we celebrate not just our website’s success, book sales, and successful series of training and coaching, we also celebrate Kickstarter and Indiegogo campaigns that have soared to their maximum level. 

Hence, below are some success stories that I have featured at CrowdCrux, which I believe will become one of your sources of inspiration. Happy listening!

Success Stories from Kickstarter:

Success Stories from Indiegogo:

Want to know more success stories? Visit CrowdCrux a couple of times weekly to get the latest updates, trends, and guides.

Overall Culture and What’s In It For You

Now that we’ve covered the key differences between Kickstarter and Indiegogo in terms of functionality and discussed additional information regarding marketing and creator support, let’s get into an equally important factor to consider: the culture of each platform. 

The community and psychology of each platform can have a huge impact on the success of your campaign, so let’s examine the culture of these two sites.

1. All-Or-Nothing Mindset 

As I mentioned earlier in this post, Indiegogo offers flexible funding that lets you receive donations even if you don’t meet your funding goal.

The problem with this, however, is that if you don’t reach your fundraising goal, you still have to deliver on the rewards you promised. 

Now, if you don’t have the capital you need to afford this, you may find yourself in a complicated situation.

With the all-or-nothing approach on Kickstarter, your backers’ credit cards won’t be charged until you’ve reached the goal.

Knowing that the entrepreneur is all-in on their project can often give backers greater confidence and make them more willing to donate

They don’t want to worry about whether they’ll actually receive the rewards they’ve paid for, so they may feel safer donating to Kickstarter campaigns than Indiegogo campaigns.

2. Community 

Kickstarter’s community of backers is significantly larger than that of Indiegogo. This means more potential donations for your campaign.

However, even though Kickstarter’s overall community is larger, certain project categories are much more popular on Indiegogo.

For example, Indiegogo has a very strong Hardware category, specifically for products that are closer to the production stage. If you have a Hardware-based project, you may be more likely to find backers on Indiegogo.

Moreover, Kickstarter’s categories are much broader than Indiegogo, including areas like Design, Technology, Dance, Film, Theater, Board Games, and more.

You’ll need to do research into your product’s category before you choose a platform for your campaign, especially since many service providers are exclusively licensed to work with Kickstarter campaigns.

Although Indiegogo may have a solid community in your category, you may be cutting yourself off from leading service providers if you launch on Indiegogo.

This is a complex issue, and if you have concerns, I’d recommend booking a one-on-one coaching call with me so that we can come up with a personalized approach to your campaign and decide which platform might be best: Kickstarter or Indiegogo?

Bonus Content: Kickstarter vs. Indiegogo

Why do people back up projects on Kickstarter and Indiegogo?

People back up projects on crowdfunding platforms like Kickstarter and Indiegogo for a variety of reasons, including:

1. Support for Innovation and Creativity

Many backers are passionate about fostering innovation and creativity. They want to see new and unique ideas come to life and are excited to be part of the process that makes this possible.

2. Rewards and Perks

Often, backers receive tangible rewards or perks in exchange for their support. These can be: 

  • early access to a product
  • exclusive merchandise
  • personalized experiences

3. Personal Connection

Some backers have a personal connection to the project’s creator or the subject matter. They might know the creator personally, share similar interests or be part of the project’s target community.

4. Belief in the Cause

Many projects on these platforms are driven by social causes, environmental initiatives, or community projects. Backers may contribute because they believe in the mission and want to support positive change.

5. Early Access

Backers often get early access to products before they are available to the general public. This can particularly appeal to tech enthusiasts or fans of a specific creator or brand.

6. Sense of Community

Crowdfunding platforms create a community of like-minded individuals excited about similar projects. Backers enjoy being part of this community and engaging with other supporters and the project’s creators.

7. Transparency and Involvement

Crowdfunding projects often offer a transparent look into the development process, providing regular updates and involving backers in decision-making. 

This level of involvement can appeal to those who want to see how their money is being used and feel like they are part of the project’s journey.

8. Potential for Investment

Some backers see crowdfunding as investing in a potentially successful product or company. Although this is more common on equity crowdfunding platforms, some backers hope their early support will lead to future returns or be part of something big in the future.

Similarity Between Kickstarter and Indiegogo: Who is responsible for project completion?

Some backers see crowdfunding as investing in a potentially successful product or company. Although this is more common on equity crowdfunding platforms, some backers hope their early support will lead to future returns or be part of something big in the future.

The creator is responsible for completing a project as promised on crowdfunding platforms like Kickstarter and Indiegogo. Here are some key points regarding their responsibilities:

1. Fulfillment

The project creator delivers the product, service, or experience they promised their backers. This includes adhering to the timelines and specifications outlined during the campaign.

2. Communication

The project creator must maintain clear and regular communication with backers. This involves updating the project’s progress, addressing delays or issues, and responding to backer inquiries.

3. Budget Management

The creator is responsible for managing the funds raised through the campaign, ensuring they are used appropriately to complete the project. They must plan and allocate resources effectively to meet their commitments.

4. Quality Control

The creator must ensure the final product or service meets the quality and specifications promised during the campaign. Creators must oversee the production, development, and delivery processes to maintain high standards.

5. Transparency

If any changes or challenges affect the project’s completion, the creator must be transparent with their backers. This includes explaining the situation, providing revised timelines, and outlining steps to address the issues.

While crowdfunding platforms facilitate the connection between creators and backers, they do not guarantee the completion of projects or the fulfillment of rewards. 

The responsibility lies solely with the project creator, and backers should consider this risk when supporting a project.

Precaution: What won’t work on Kickstarter and Indiegogo?

In crowdfunding campaigns on platforms like Kickstarter and Indiegogo, several factors can contribute to a campaign not being as successful as hoped. 

Here are some common reasons why a crowdfunding campaign might not work:

1. Lack of Preparation

Lack of preparation includes not having a clear plan, marketing strategy, or budget. It can often lead to a campaign’s failure.

2. Poor Presentation

A campaign that lacks compelling visuals, videos, or a clear explanation of the product or project may struggle to attract backers.

3. Unrealistic Goals

Setting funding goals that are too high or not aligned with the project’s scope and budget can make it challenging to reach the target.

4. Limited Outreach

A campaign’s success can be hindered by failing to reach a wide enough audience or not engaging with backers and potential supporters.

5. Weak Rewards

Offering rewards that are not enticing or valuable to backers may result in a lack of interest in the campaign.

6. Timing

Launching a campaign at the wrong time, such as during a busy holiday season or when similar projects are also crowdfunding, can impact its success.

7. Lack of Credibility

Not establishing trust or credibility with potential backers, such as not providing sufficient information about the team or project, can deter support.

8. Fulfillment Risks

A lack of a clear plan for fulfilling rewards or potential risks that could delay or prevent delivery can make backers lose trust in the campaign.

9. Legal or Compliance Issues

Failing to comply with platform rules or legal requirements can cause a campaign to be suspended or removed.

10. Market Saturation

Launching a campaign for a product or idea already saturated in the market makes standing out and attracting backers difficult.

Creators can increase their chances of running a successful crowdfunding campaign by addressing these potential pitfalls and planning carefully.

Kickstarter and Indiegogo have specific guidelines and restrictions on the types of projects allowed on their platforms. Here are some common things that are not allowed:

Kickstarter Specifics: Dont’s

  • Charity or Cause Funding: Kickstarter does not allow projects solely for charity or awareness campaigns. Projects must create something to share with others.
  • Fundraising for Causes: Projects cannot raise funds for causes, whether it’s personal, social, political, or religious.
  • Contests, Raffles, or Coupons: Kickstarter does not allow projects that offer rewards in contests, raffles, or coupons.
  • Offering Equity or Financial Incentives: Projects cannot offer financial incentives, such as equity, revenue sharing, or investment opportunities.
  • Healthcare, Medical, or Safety Projects: Projects involving healthcare, medical devices, or safety equipment are prohibited
  • Resale of Goods: Projects cannot involve the resale of items without adding significant value or artistic merit.

Indiegogo Specifics: Dont’s

  • Illegal or Regulated Products: Indiegogo prohibits projects involving illegal activities, regulated goods (e.g., drugs, firearms), or items that promote harmful behavior.
  • Pornography or Adult Content: Projects involving pornography, adult services, or sexually explicit content are not allowed.
  • Fundraising for Charity: Indiegogo is not a platform for charity fundraising or awareness campaigns.
  • Offering Equity or Financial Incentives: Indiegogo prohibits projects from offering backers equity, financial returns, or investment opportunities.
  • Healthcare or Medical Devices: Projects involving healthcare, medical devices, or treatments are not permitted.
  • Resale of Goods: Projects cannot include the resale of items without adding significant value or artistic merit.

These guidelines ensure that projects on Kickstarter and Indiegogo align with their respective platforms’ missions and values and protect backers from potential scams or fraudulent campaigns

To ensure compliance, creators should review the platforms’ guidelines and restrictions before launching a crowdfunding campaign.

Which Platform Should You Choose?

There are strong cases to be made for both the Kickstarter and the Indiegogo platforms. I’ve personally run successful campaigns on both sites, and I believe they both present strong opportunities for independent creators.

As a general rule, I would recommend that you go with Indiegogo if you are closer to the production stage. If you are closer to the creation stage, Kickstarter might be a better choice.

I would recommend my free Kickstarter course if you end up choosing to launch your crowdfunding campaign on Kickstarter. This course will teach you everything you need to know about running a killer campaign, including setting up a Kickstarter affiliate program.

It’s packed with incredible tips, resources, strategies, and marketing methods for amazing success. You should check it out if you want to fast-track the entire process.

Yet, either way, it’s worth noting that neither platform can guarantee success. The only way to do that is with a powerful strategy.

You can learn all the most effective tricks, tips, and practices for a killer crowdfunding campaign from my book, The Kickstarter Launch FormulaGet the free audiobook with Audible’s 30-day Free Trial.

It’s specifically about Kickstarter, but it includes a lot of general advice, so even if you decide to go with Indiegogo, it’s worth a read. Check it out with a free trial of Audible!

Whichever you choose, Kickstarter or Indiegogo, may your project light up the crowdfunding world. Cheers to your dreams becoming a reality with the awesome support of your future backers!

I always wish passionate dreamers like you a success story. At CrowdCrux, your success story is the fulfillment we pursue, so pursue your dreams with us! Contact CrowdCrux if you think this is the day for your crowdfunding campaign to begin …

About Author

Salvador Briggman is the founder of CrowdCrux, a blog that teaches you how to launch a crowdfunding campaign the right way.