The PubLaunch
Learning Center

What to do when

Here's where we get to the execution stage of your crowdfunding campaign. The goal here isn't just to share your campaign with everyone you know, it's also to make sure everyone is seeing your campaign at the right time.

To do this, start by splitting everyone you know into three groups (your first, second, and third waves) and organize them into contact lists. We’ve created a template for you to use: HERE

Your first wave will cover everyone in your inner circle of friends and family, your second wave will cover your acquaintances, colleagues, etc., and your third wave will cover everyone you don't really know (i.e. social media followers, bloggers you like, etc.).

Here's a timeline that will help you plan how to manage these contact lists, once you've built them. The key is to start this planning well in advance of your campaign.


Before the campaign:

  1. Build three detailed contact lists of family members, friends, acquaintances, followers, and anyone else you can think of. Use our template to help you stay organized.
  2. Write any email blasts you're planning to use ahead of time to help you stay organized. Make sure to keep these to a minimum. A personal touch is usually better.
  3. Reach out to your first wave (individually) to let them know you'll be crowdfunding and to get them on board. This will probably involve a lot of back and forth. Feel free to include them in the planning process. Above all, make sure you know who will be contributing to your campaign on the first day. You need to make sure that these contributions will help you pass 30% of your maximum goal.*

*Your second and third waves are less likely to contribute to your campaign if it doesn't look successful. Passing 30% in the first day or two will help you do that.

Launch day:

  1. Share the link with your first wave.
  2. Make sure everyone has contributed (and you've reached 30%) before moving on to the next step.

After you've passed 30%:

  1. Reach out to your second wave. 
  2. Reach out to your third wave.

Extra-credit ideas that will give your campaign an added boost (but will require planning):​

  • If you have a blog, do some blog exchanges. It’s a great way to start building your brand as an author, generate interest in what you have to say, and draw people to your campaign page.
  • Get an endorsement. If you have any well-known or industry-relevant contacts in your network, now is the time to use them.
  • Don't be shy to ask for favors. The worst anyone can say is "no." (But remember not to pester people.)

For more on this topic, check out our blog post Building Your Crowdfunding Contact List.