Lessons from some of the most successful Kickstarter campaigns ever

Journalism projects on Kickstarter, the world’s most popular crowdfunding website, have raised more than $10 million since the site launched in 2009.

Exposure and the earning power of campaigns for journalism have likely seen an uptick since Kickstarter made an official journalism category about a year ago.

But journalism projects barely get by compared to other categories on Kickstarter that routinely exceed their stated goal and earn far more investment than tech, design and photography.

That’s according to a recent analysis by Panabee which compared the performance of Kickstarter’s 50 most successful campaigns in every category in 2013.

The Panabee analysis showed that in the case of the most successful Kickstarter projects, donors give in different ways depending on the category.

Among all 15 categories, journalism ranked the lowest (behind comics and dancing and crafts) in median funds raised.

Other highlights:

  • Journalism is among the categories least likely to experience overfunding, to receive funds beyond its stated goal
  • Journalism had the lowest number of median backers of any category.

The good news for journalists looking to start their own Kickstarter campaign: the analysis took a look at all pledge levels and found a sweet spot.

The analysis found that donors to most popular journalism campaigns were most likely to give in the $50-100 (30 percent of donors) level while the $100-250 pledge level was the most lucrative (27 percent of all funds raised.

In contrast, other artistic categories like theatre, music and film and video most of their funding from the $500+ pledge level.

See Panabee’s helpful infographic below or this Mashable article for another story on the subject.

Panabee: Analyzing The Top 750 Campaigns on Kickstarter in 2013

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Khari Johnson
Khari is founder and editor of Through the Cracks: Crowdfunding in Journalism. He also writes about bots and artificial intelligence for VentureBeat. He has built news startups in the U.S. and Europe for the last decade.

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