Week 1:
Week 2:
Week 3:
Week 4:
Week 3: Building Your Campaign
Chapter 6
Writing Your Crowdfunding Page
Welcome to Chapter 6! You've done a lot of work to get here. You've explored your idea, talked with potential customers, researched similar projects, refined your story, and started thinking through your crowdfunding goal. Now it's time to begin building the actual Kickstarter campaign page.
This chapter is where all of that research starts coming together. We'll learn how to organize your campaign, write clear and compelling content, describe your rewards, and choose images that help tell your story. Remember, you don't need to create a perfect campaign on your first draft. The goal is to create something thoughtful that you can continue improving as you learn more.
Let's get started!
Start Here: Watch This Video
Welcome to Chapter 6!
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Hi everyone, and welcome to Chapter 6!
I have to say… this is one of my favorite chapters in the entire bootcamp.
Oh why, you ask?
Because this is where everything we've been working on starts coming together in a super substantial way.
Over the past few weeks, you've done something that many entrepreneurs skip entirely.
You've slowed down.
You've taken the time to understand your customers.
You've researched your competitors… or as we called it, your ecosystem.
You've started refining your story and thinking carefully about why your project matters.
That work is incredibly valuable.
And now…
We get to build!!!
This chapter is where you'll begin creating the actual crowdfunding campaign page that potential supporters will read when they discover your project.
Instead of staring at a blank page wondering what to write, you'll be pulling together all of the research you've already done.
In many ways, you've already written most of your campaign…
Your customer interviews…
Your journey maps…
Your stakeholder maps…
Your competitor research…
Your story…
Your reward planning…
They're all pieces of the puzzle.
Now we're simply organizing those pieces into a page that tells a clear, engaging story.
Throughout this chapter, we're going to focus on four main areas.
First, we'll talk about campaign structure.
We'll look at how successful crowdfunding campaigns are organized and why that structure works so well.
You'll learn how to guide someone through your page so they naturally understand your project, build trust in you, and hopefully become excited enough to support it.
Keep in mind, we are going to be using the example of Kickstarter … but there are many other crowdfunding campaign platforms available, including a page on your own website!
Next, we'll focus on writing your story.
We'll take the work you've already done and begin shaping it into the story that appears on your campaign page.
Remember, people aren't just supporting products. But They're supporting people, ideas, and missions they believe in.
Then we'll look at reward descriptions.
Your rewards should do more than list what's included.
They should help people imagine what it will feel like to receive them and become part of your project.
Finally, we'll spend time talking about graphics and images.
This is one of the most creative parts of building a crowdfunding campaign.
Think about the campaigns you've researched over the past week.
Many of them probably didn't just have blocks of text.
They had beautiful photos.
Branded section headers.
Custom graphics that explained how something worked.
Comparison charts.
Illustrations.
Icons.
Maybe even short animations or GIFs that brought the project to life.
For example, a children's book creator might include a small animated GIF showing pages turning through the book.
A board game creator might show game pieces moving across the board.
A photographer might include a short looping clip of someone adjusting their camera and capturing a beautiful image.
These little moments help break up long pages, keep readers engaged, and give your campaign personality.
They also make your page feel more polished and easier to explore.
As we move through this chapter, I want to encourage you to think of your campaign page as an experience… not just a document.
Every heading...
Every image...
Every graphic...
Every reward...
Every story...
They're all working together to help someone understand your project and imagine themselves becoming part of it.
And one final reminder before we begin.
Please don't feel like your first draft needs to be perfect.
The goal this week isn't to build the world's greatest crowdfunding page.
The goal is to create a thoughtful first draft.
One that reflects everything you've learned so far.
We'll continue improving it throughout the rest of this bootcamp, especially as we dive into marketing, launch planning, and gathering more feedback.
So have fun with this chapter.
Be creative.
Experiment.
And remember, you've already done the hard work.
Now it's time to bring your campaign to life.
I'll see you in the first lesson!
2. Download Chapter 6 Workbook
3. Watch This Video
Building a Kickstarter Page People Want to Read
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Welcome back!
In this lesson, we're going to start building your Kickstarter (or other crowdfunding platform) campaign page.
Now, before we write a single sentence, I want to change the way you think about what this page actually is.
Many people think they're creating a sales page.
I actually think you're creating an experience.
Imagine walking into a museum.
You don't walk into one giant room filled with paragraphs of text.
Instead...
You move through different exhibits.
Each one teaches you something new.
Each one answers another question.
Each one builds your understanding little by little.
A great crowdfunding page works the same way.
Your job isn't to tell people everything all at once.
It's to guide them through your project in a way that feels natural, interesting, and easy to follow.
Remember Your Customer Journey
Back in Chapter 4, we created a Customer Journey Map.
Think about those stages again.
Someone first becomes aware of your project.
Then they become curious.
They begin researching.
They decide whether they trust your project and you as the creator.
Then they choose whether or not to support you.
Your crowdfunding page should help someone move through that exact journey.
Each section should answer the next question they're naturally asking.
SO! Let's Build the Story Together
Instead of thinking about your crowdfunding page as one giant document...
Think of it as several smaller stories working together.
Most successful crowdfunding campaigns include sections that answer questions like:
What is this project?
Why does it exist?
Who is it for?
How does it work?
Why should I trust this creator?
What do I receive if I support it?
What's next?
Notice something?
Those are almost the exact same questions we've been answering throughout this entire course.
You've already done the thinking.
Now we're simply organizing it.
Another thing to keep in mind… Keep It Easy to Read
One thing you'll notice as you research successful crowdfunding campaigns...
Very few of them are huge walls of text.
Instead, they use visual hierarchy.
That simply means they help your eyes know where to look next.
You might notice:
Large headlines.
Short paragraphs.
Bullet points.
Icons.
Photos.
Illustrations.
Graphics.
Quotes.
Testimonials.
The page feels easy to move through.
People don't have to work hard to understand it.
Next… Think Beyond Text
One of my favorite parts of Kickstarter or other crowdfunding campaigns is seeing how creators bring personality into their pages.
Words are important.
But they're only one piece of the story.
For example...
A children's book creator might create colorful section headers that match the illustrations inside the book.
A board game creator might include a short GIF showing players taking turns around the table.
A photographer might include a looping video of someone adjusting the camera lens before capturing a beautiful landscape.
A product designer might show an animation explaining how their invention works in just a few seconds.
These little moments make your page feel alive.
AND They give people something to explore instead of simply something to read.
Let’s talk about Visual Storytelling
Think about all the different ways visuals can help explain your project.
You might use:
• Product photography
• Lifestyle photography showing people actually using your product
• Before-and-after images
• Infographics
• Timelines
• Diagrams
• Comparison charts
• Icons
• Mockups
• Testimonials turned into graphics
• Behind-the-scenes photos
• Team introductions
• Stretch goal graphics
• Branded section headers
• Short GIFs or animations
Each one serves a purpose.
Some build excitement.
Some explain information.
Some build trust.
Some simply make your page more enjoyable to scroll through.
And… you’ll notice …. Every Section Has a Job
As you build your page, ask yourself:
"What is this section trying to accomplish?"
Maybe it's introducing the problem.
Maybe it's showing your prototype.
Maybe it's explaining the rewards.
Maybe it's answering a concern.
Maybe it's simply giving readers a chance to pause before continuing.
Every section should have a purpose.
If something doesn't help people understand your project...
It may not need to be there.
Build Trust Along the Way
Remember...
Supporting a crowdfunding campaign is different than buying something already sitting on a store shelf.
People are choosing to believe in an idea.
That means your page should continually answer the question:
"Why should I trust this project?"
Trust can come from many places.
Photos of your prototype.
Behind-the-scenes progress.
Customer feedback.
Testimonials.
Research you've completed.
Experts you've spoken with.
Your experience.
Your transparency.
The more someone understands your journey...
The more confident they may feel supporting it.
Next… Think About Flow
Here's one exercise I'd encourage you to try.
Open three or four Kickstarter or other crowdfunding campaigns that you think are especially well done. You might have these already marked on your spreadsheet called “My Ecosystem Research Tool“ that you made in Chapter 5.
Don't read every word.
Instead...
Simply scroll.
Notice how the page feels.
Ask yourself:
Where do they use photos?
Where do they use graphics?
How often do they break up the text?
How long are the paragraphs?
What makes you want to keep scrolling?
Sometimes you'll learn just as much by observing the structure as you will by reading the content.
Okay! Let’s get into Your First Draft
As you begin creating your own campaign page this week, remember...
This is your first draft.
Don't worry about making every sentence perfect.
Focus first on getting your ideas onto the page.
We'll continue refining your writing, your visuals, your marketing strategy, and your campaign throughout the rest of this bootcamp.
Today...
We're simply building the foundation.
In your workbook you'll find a Campaign Outline that will help you organize each section before you begin writing.
We'll take it one piece at a time.
As you end this video, (if you haven’t already done it yet) go make your account in Kickstarter or whichever crowdfunding platform you choose. Although most of your work will still be done in the Chapter Workbooks through this course… I encourage you to start playing around in the crowdfunding platform to see what makes sense to you and what is confusing to you.
ALSO! If you haven’t done it yet… I want you to go support 2-5 crowdfunding campaigns. You can usually just do just $1 on a campaign (even though you don’t get a reward usually), just to see what the experience is like. What was it like going through the website? What was it like putting in your payment information? Did you get any confirmation emails after your purchase? Start thinking like your customer and how you can make your experience an easy one for your customers.
You’ve got this!
In the next lesson, we'll start turning your story into words that help people connect with your project.
And I’ll see you there.
4. Complete Worksheet
Worksheet: My Campaign Outline
You can find this worksheet on PAGE 2 of the Chapter 6 Workbook.
5. Watch This Video
Turning Your Research into a Page People Want to Read
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Let’s talk about: Turning Your Research into a Page People Want to Read
Now that we've planned the overall structure of our crowdfunding page, it's time to start filling it in.
But before we jump into writing...
I want to remind you of something we talked about in the last chapter.
Your story isn't just something you tell.
It's something other people should be able to retell.
That idea doesn't change just because we're moving from a verbal story to a webpage.
In fact...
It becomes even more important.
Because most people aren't going to read every single word you write.
They're going to skim.
They're going to scroll.
They're going to stop where something catches their attention.
So our job is to make our story easy to understand, even for someone who only spends a few minutes on the page.
So… let’s Think Like a Visitor
Imagine someone clicks on your campaign.
They've never met you.
They don't know your project.
They don't know why you created it.
And they certainly don't know why they should support it.
Your page has to answer those questions...
One section at a time.
Remember...
People don't owe us their attention.
We have to earn it.
The easier your page is to understand...
The more likely someone is going to keep reading it.
.. Here’s some awesome news! You Already Have ALLLLL the Pieces
You're not starting from scratch.
Everything we've worked on over the past few weeks becomes the foundation for this page.
Your customer research tells you what problems people care about.
Your customer interviews tell you what language they naturally use.
Your competitor research helps you understand what people expect to see.
Your unique story explains why you decided to build this project.
And now… we're simply organizing all of those ideas into one place.
Think in Sections
Instead of writing one long story...
Break it into smaller sections.
For example...
The Problem
What challenge exists?
Who experiences it?
Why does it matter?
Your Story
When did you realize this problem needed a better solution?
What made you say,
"There has to be a better way."
Your Solution
What did you create?
How does it work?
What makes it different?
The Bigger Picture
Why are you bringing this project to Kickstarter (or whichever crowdfunding platform you are choosing to use)?
What impact could this have if enough people support it?
Now you can Notice...
Each section answers a different question.
That's much easier for readers than one giant block of text.
Write Like You're Talking to Someone
One mistake I see fairly often is people trying to sound overly professional.
They end up writing something like:
"Our innovative solution leverages a customer-focused methodology to maximize user engagement..."
Instead...
Try writing the way you naturally speak.
Clear.
Friendly.
Honest.
If you wouldn't say it in conversation...
You probably don't need to write it that way either.
Your personality is part of what people are supporting.
Let it come through. … I am sure some of your favorite campaigns that you found during research had a lot of humor and human elements about it!
Show... Don't Just Tell
You probably all remember this during school. “Show don’t tell” … it applies here too!
Instead of writing:
"Our product is high quality."
Show photos.
Show videos.
Show someone using it.
Show the prototype.
Show your sketchbook.
Show your workspace.
Show customer testing.
The more people can see...
The less they have to imagine.
And that often builds extra trust.
Okay! Making Your Story Feel Alive
One thing I absolutely love about browsing Kickstarter campaigns is seeing how creators make their pages feel unique.
Maybe they include an animated character waving as you scroll. Or maybe they have silly illustrations of themselves asking the question “But why trust lil ole ME to make this boardgame?”
Others include:
• Before-and-after photos
• Infographics
• Icons
• Mockups
• Comparison charts
• Stretch goal graphics
• Timelines
• Behind-the-scenes photos
• Team introductions
• Testimonials designed as graphics
These aren't just decorations.
They're helping tell the story.
They give readers moments to pause...
Explore...
Smile...
And keep scrolling.
Think about your own project.
How can YOUR personality come through visually and not just through your words?
Keep Asking One Question
As you build each section...
Ask yourself:
"What is this helping my reader understand?"
If the answer isn't clear...
The section may need to be simplified.
Every image.
Every paragraph.
Every graphic.
Every GIF.
Every headline.
Should have a purpose.
Okay! Your First Draft
For this lesson, I don't want you worrying about perfect writing.
I simply want you to get your ideas onto your crowdfunding page!
You'll continue refining everything throughout the rest of the bootcamp.
This is simply your first draft.
And honestly...
That's SO exciting.
With this step… Your project is starting to look like something REALLY real.
Alllllright!
I'll leave you with one final thought.
When someone finishes reading your campaign page...
I don't want them thinking,
"That was a nice webpage."
I want them thinking,
"I understand this project. I believe in it. And I want to be part of making it happen."
That's the power of a great story…..
So… I'll see you in the next lesson … where we'll learn how to write reward descriptions that help people get excited about supporting your campaign.
6. Start your Campaign Page!
Go to your Crowdfunding Platform. START FILLING IT IN!
7. Watch This Video
Adding Your Reward Tiers
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Alright! Let’s talk about Adding your reward tiers… and making them clear and compelling.
First of all… Congratulations! At this point, you should have the beginning of your campaign story drafted inside your crowdfunding platform.
It might not be perfect yet … and that is completely okay.
You may not have all of your beautiful headers designed yet. You may still be deciding which photos, videos, GIFs, or graphics you want to include. You may still need to organize your story into a more visually engaging campaign page.
But you should now have something incredibly important:
A clear understanding of your project story.
You should know:
Why you created this project
What problem you are solving
Who your project is for
Why someone should care
What makes your project special
Now, it is time to shift our focus from:
“Why does this project matter?”
to:
“How can people participate?”
And that brings us to one of the most important parts of your crowdfunding campaign:
Reward tiers.
As a refresher, let’s dive into some of the basics about What Are Reward Tiers?
Reward tiers are the different ways someone can support your project.
And, Unlike traditional fundraising, where someone simply donates money, crowdfunding allows people to become part of your project journey by RECEIVING something in return.
Your rewards are the bridge between your audience and your project.
A good reward structure answers:
“What would make my ideal customer excited to join this project today?”
Remember back to Chapter 4 when we talked about understanding your audience.
Your rewards should not be random items you think would be fun to include.
They should be created based on:
Your ideal customer
Their motivations
Their needs
Their relationship with your project
This is why the customer research you completed earlier matters so much.
You are not just creating “packages.”
You are creating different ways for people to say:
“Yes, I want to be part of this.”
SO. Before we start building your tiers, let's review some Kickstarter guidelines.
A reward tier should be:
1. Clear
A backer should immediately understand what they are getting.
Avoid vague descriptions like:
“Support our dream!”
or:
“Premium experience package.”
Instead, explain exactly what they receive.
For example:
“Receive one signed copy of our children's book, plus a bookmark and thank-you card.”
Clear beats clever… every time.
2. Be Realistic
Every reward creates a promise you have to fulfill.
Before adding a reward, ask yourself:
Can I actually create this?
Can I package and ship this?
Can I afford the cost?
Can I complete this within my timeline?
A reward that sounds exciting but creates fulfillment problems can hurt your campaign. Remember… you are making a promise that you are delivering on.
3. Value
Your rewards should feel worth the price.
This does not necessarily mean adding more and more items.
Like we talked about before… Sometimes the most valuable rewards are things you don’t have to spend much more money on as a creator. These things could look like:
Access
Experience
Recognition
Being part of the creation process
Think about what your specific audience values.
Alright! Let’s talk about Building Reward Tiers That Work TOGETHER.
Most successful campaigns do not have completely separate rewards.
Instead, they create a ladder.
Each tier builds naturally on the previous one.
Think of it like climbing stairs.
Someone should look at your rewards and think:
“Okay, this option is perfect for me.”
Or:
“If I spend a little more, I get something extra that I really want.. Plus all the stuff in the lower tiers.”
A simple reward structure often looks like this:
Tier 1: Entry Level
This is your easiest “yes.”
It is designed for people who love your idea but may have a smaller budget.
Examples:
Digital download
Early access
Thank-you recognition
Small item
Tier 2: Core Product
This is usually your main reward.
This is the reward most people will choose.
It should represent the heart of your project.
Tier 3: Premium Experience
This is for your biggest supporters.
It might include:
Behind-the-scenes access
Personalized items
Workshops
Limited editions
Experiences
….
SO! Let’s look at a few examples.
Example 1: Photography Course
Let's go back to our photography course example.
Let’s pretend that your customer research showed that your audience includes:
Beginners who want to learn photography
Parents who want better family photos
Hobby photographers who want more confidence
Your reward tiers might look like this:
Tier 1: Digital Supporter — $25
“Thank you for supporting this photography course! Receive early access to the first lesson, behind-the-scenes updates, and your name listed as an early supporter.”
This gives people a lower-cost way to participate.
Tier 2: Photography Course Access — $100
“Receive full access to the complete photography course, including all video lessons, worksheets, and editing tutorials.”
This is your core offer.
Tier 3: Premium Photography Experience — $250
“Receive everything in the photography course plus a one-on-one photography coaching session and personalized feedback on your photos.”
This tier creates a deeper connection.
Notice how each tier builds:
Support the project → Learn the skill → Receive personalized help
Let’s talk about another example. Our running shirt, a physical product.
Your audience might include:
Casual runners
Marathon runners
People who care about comfortable athletic clothing
Your tiers could look like:
Tier 1: Supporter Tier — $10
“Help bring this running shirt to life! Receive campaign updates and your name on our supporter page.”
Tier 2: One Running Shirt — $45
“Receive one early-bird running shirt in your choice of size and color.”
This is probably your main tier.
Tier 3: Runner Bundle — $85
“Receive two running shirts plus exclusive early supporter branded packaging.”
This encourages people who want more than one.
Tier 4: VIP Runner Package — $150
“Receive three shirts, a personalized thank-you note, and access to our private runner community online.”
Again, each tier builds naturally.
Alright… Let's use one more example.
Example 3: Children's Book
Imagine you are launching my children's book on sadness.
Your audience might include:
Parents
Grandparents
Teachers
Librarians
Mental health advocates
Your rewards could look like:
Tier 1: Digital Book — $10
“Receive a digital copy of the book when it launches.”
Tier 2: Physical Book — $25
“Receive one signed hardcover copy of the book.”
This is likely your core reward.
Tier 3: Family Bundle — $50
“Receive three signed copies — perfect for your home, grandparents, or classroom.”
Tier 4: Classroom Supporter — $100
“Receive five books plus a printable activity guide for classrooms.”
Notice something important:
The rewards are connected to the audience.
A teacher does not necessarily need one book.
A family may want multiple copies.
A supporter may want to help spread the message.
This is where your customer research becomes powerful.
…
You’ll see in these examples I expanded past the 3 tiers only, like we’d been practicing with up until this points. Do what feels best for your campaign!
….
Let’s move on to …
Common Reward Tier Mistakes
Before you create your tiers, watch out for these common mistakes:
Mistake #1: Too many options
More choices are not always better.
Too many tiers can overwhelm people.
Keep it simple… don’t do 7 or 10 rewards… do about 3… or a little more, if it feels right for your campaign.
Mistake #2: Creating rewards YOU want, instead of rewards your AUDIENCE wants
Remember:
Your Kickstarter campaign is not about what you can CREATE.
It is about creating an experience your audience wants to join.
Mistake #3: Forgetting fulfillment costs
Every reward has a cost.
Make sure you understand:
Production costs
Packaging materials
Shipping costs (for both sending your items to your backers AND for getting bulk shipments like all your books sent to you in the first place…)
Your time
Minimum order quantities…
Platform fees
We talked about budgeting earlier in this course… and NOW you are applying that information here!
Your Next Step
Now it is your turn.
Open your crowdfunding campaign draft.
Go to your reward section and begin filling in your tiers.
They do not have to be perfect yet.
Start with:
Your entry-level reward
Your core reward
Your premium reward
Use everything you have already created:
Your customer profile from Chapter 4
Your competitor research
Your project budget
Your MVP decisions
Your campaign goals
Your goal right now is not perfection.
Your goal is to create a realistic first draft.
By the end of this exercise, you should have your reward tiers inside your actual crowdfunding campaign platform.
AND you may notice that some folks talk about their rewards inside their story too… so make sure you have your story sections matching your final reward tiers that will be listed…
AND
In the next lesson, we will continue refining your campaign page to make it even more engaging, memorable, and exciting for potential backers.
Great work!!! You are officially moving from planning your campaign to building the real thing.
I’ll see you in the next video!
8. Go Add Your Reward Tiers!
Go to your Crowdfunding Platform. Add those Reward Tiers!
Reminder: If you talk about your rewards in the “story” section of your campaign, make sure you match up the information about your reward tiers to the official reward tier section on the platform! Everything should be clear and consistent. No confusion for your backers!
9. Watch This Video
Visual Storytelling: Designing a Campaign People Want to Explore
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Welcome back!
At this point, you've done something really important.
You have a story.
You have reward tiers.
You understand your audience.
You know what you're trying to build.
Now comes one of my favorite parts of the campaign building proce3ss...
Making it SUPER visual.
Because here's the reality...
Most people won't read every single word on your Kickstarter page. Which might be super annoying.. Because you spent so much time on it…
But In fact, many visitors will spend the first few seconds simply scrolling.
They're asking themselves questions like...
"What is this?"
"Do I understand it?"
"Does this look professional?"
"Can I trust this creator?"
That's why visuals matter.
They don't replace your story.
They support your story.
Good visuals help people understand your campaign faster, remember it longer, and feel more confident backing your project.
Let’s talk about how Every Graphic Has a Job
One mistake I see creators make is adding graphics just because they think the page needs more color.
Instead, I want you to think like a designer.
Every image should answer a question.
Ask yourself...
What is someone wondering right now?
Then create a visual that answers that question.
For example...
If they're wondering...
"What exactly am I buying?"
Show a product photo.
If they're wondering...
"How does this work?"
Create a simple diagram.
If they're wondering...
"Why is this different?"
Use a comparison chart.
If they're wondering...
"Can I trust these people?"
Introduce your team.
Visuals reduce confusion.
And reducing confusion increases confidence in the project.
Product Photography
Let's start with probably the most important images...
Product photos.
These should clearly show what people are backing.
Different angles.
Different lighting.
Close-up details.
Packaging.
Scale.
If your product fits in someone's hand...
Show that.
If it's wearable...
Show someone wearing it.
If it opens...
Show it open.
Remember...
People can't pick up your product just yet.
Your photos have to do the job of showing someone the full detail.
Lifestyle Photography
Now let's move beyond the product.
Lifestyle photography answers a different question.
"What does this product look like in real life?"
Imagine a running shirt.
Don't only photograph it folded on a table.
Show someone running in it.
Show someone stretching.
Show someone crossing a finish line.
For a children's book...
Don't only photograph the cover.
Show a parent reading it to their child.
Show bedtime with the family.
Show story time at a playgroup.
You're helping people imagine themselves using it.
Remember – always get consent from anyone you photograph. For the best rule of thumb, get it written down too and consider emailing a written form to yourself and the person you're photographing!
Mockups
Maybe your final product isn't finished yet.
And that's okay.
Mockups are wonderful tools.
You can place your logo on packaging.
Show what your app might look like on a phone.
Place artwork on a coffee mug.
Create a book cover before it's printed.
Just remember… because this is incredible important… AND I want to take a moment here to really grab your attention—-
Never pretend your mockup is the finished product.
If you're showing a concept rendering...
Say so.
If the final product may change after they become a backer...
Tell them.
Don't only show the perfect future version.
Show where you are today.
Show prototypes.
Show iterations.
Show samples.
Show your progress.
If your prototype is 3D printed...
Don't pretend it's injection molded.
If your fabric sample isn't final...
Tell people.
If colors may change...
Be honest.
Your goal isn't to convince people you're finished.
Your goal is to invite them into the journey with care, and honesty, and… yes, excitement!
Crowdfunding WORKS because people trust creators. Your backers deserve honesty.
Don't lose that trust by making your prototype look like a finished factory product if it isn't.
You have to.. Show them What They're Actually Getting
This is about your ethics! So… Your campaign should YES, create excitement.
But it should never create false expectations.
Cool? Cool.
Moving on… to other types of graphics you can use in your campaign!
Infographics
Some information is easier to understand visually.
Instead of writing...
"Our notebook has 160 pages, thick paper, spiral binding..."
Turn it into an infographic.
Quick.
Simple.
Easy to scan.
People remember visuals much better than paragraphs.
Comparison Charts
Comparison graphics are another powerful tool.
Show...
Traditional product
versus
Your product.
Or
Version 1
versus
Version 2.
Help people immediately understand what's different.
Visual Timelines
One of the most common questions backers ask is...
"When will everything happen?"
A timeline graphic makes that incredibly easy.
Funding.
Manufacturing.
Packaging.
Shipping.
Delivery.
Simple.
Clear.
Professional.
"How It Works" Graphics
Some products need explanation.
Instead of writing six paragraphs...
Use four pictures.
Step 1.
Step 2.
Step 3.
Step 4.
Done.
People love simple.
Stretch Goal Graphics
If you plan to introduce stretch goals later...
Design a simple graphic now.
Leave room to add new milestones as your campaign grows.
Team Photos & Behind-the-Scenes Images
People on crowdfunding platforms back people.
Not companies….
You can absoultely show,
your workspace, your sketches, your testing, your failures, your excitement.
Introduce your team.
Tell people who is making this happen….
Authenticity builds trust.
Testimonials
Instead of burying testimonials inside paragraphs...
Turn them into graphics.
Use a photo.
A name.
A short quote.
Easy to scan.
Easy to remember.
And lastly…
Branded Headers, Icons & GIFs
These are the finishing touches.
Branded section headers help organize your page.
Icons help people quickly identify information.
Animated GIFs can show movement.
Maybe your product opens.
Maybe your board game is being played.
Maybe pages turn inside your children's book.
Use motion intentionally.
Not everywhere.
Just enough to keep your page engaging.
…
Remember too, as you’re building out these visual assets, you can reuse a lot of them for your social media and marketing planning as well. We’ll get into that later though…
SO… How Do You Actually Make All of these awesome visuals?
You might be thinking...
"This sounds great... but I'm not a designer."
Good news.
You have lots of options.
If you're comfortable making graphics yourself, Canva is one of my favorite tools. It's approachable, has thousands of templates, and makes it easy to build branded graphics, timelines, comparison charts, icons, and social media assets without needing years of design experience.
If you're already familiar with Adobe Photoshop or Illustrator, those are wonderful professional tools with even more flexibility.
You can also use AI to help you brainstorm layouts, write captions, suggest color palettes, improve image quality, remove backgrounds, or create first drafts of diagrams and icons. AI can save a tremendous amount of time …. but remember, you're still the creative director. Review everything carefully for accuracy, consistency, and honesty.
If you'd rather hire someone, that's a great option too.
You might find a freelance designer on Fiverr or another freelance marketplace. Ask people in your LinkedIn network if they know a graphic designer or photographer they recommend. Reach out to a local university and ask whether a graphic design, photography, marketing, or industrial design student is looking to build their portfolio. Professors are often happy to connect students with real-world projects.
Remember, this isn't just about getting inexpensive help, it's also an opportunity to collaborate with someone who's excited to create.
Depending on what you need, I do lots of graphic design for a select amount of my clients, so I may be happy to talk about working with you as well, depending on your budget! Ask during the final content review, if this is needed.
Another thing… Don't Forget Your Shot List
Whether you're taking photos yourself or hiring someone, I highly recommend creating a shot list.
A shot list is exactly what it sounds like.
It's a checklist of every photograph or video clip you want to capture before the camera comes out.
Instead of saying,
"We'll figure it out on photo day,"
you've already planned what you need.
Your shot list might include:
Hero image of the product
Front, back, and side views
Close-up details
Packaging
Someone using the product
Team photos
Behind-the-scenes moments
Manufacturing process
Workspace
Prototype photos
Reward tier photos
Horizontal images for your Kickstarter page
Vertical images for social media
Short video clips for your campaign video
Planning ahead helps you use your time (and your budget) much more efficiently.
If you want to go a step further, a lot of photographers and videographers love to have examples to work from. Using Pinterest to collect examples in one place is a great tool.
And here's another tip: if you're hiring someone to film your Kickstarter video in the next chapter, ask whether they also do photography. Many videographers offer both services, which can save you time and help create a consistent visual style across your campaign.
Depending on your budget, my partner is a media producer, and may be available to help create photography or videography assets for your campaign. Ask during the final content review, if this is needed.
No matter who you work with, remember that you are the creative director of this project and you should come into your asset design process with your personality and the personality of your project at the center of everything!
So! Your Challenge
This lesson isn't about finishing every graphic this week.
It's about getting into motion.
Start building your visual plan.
Create your shot list.
Collect inspiration.
Reach out to designers or photographers if you need help.
Open Canva and experiment.
Talk to a student.
Ask your network.
Your goal here is momentum.
Every image you create brings your campaign one step closer to becoming something real… something people can see, understand, and get excited to support.
At the end of the Chapter 6 Workbook, you can find a Visual Storytelling Quick Reference Guide to use when you’re building your campaign!
Goodluck! And I’ll see you in the next chapter.
10. Check out this Quick Guide
Guide: Visual Storytelling Quick Reference Guide
You can find this worksheet on PAGE 4 of the Chapter 6 Workbook.
11. Post Your Work to our LinkedIn Group
Take a screenshot or save your work as a PDF.
Upload and post to the class LinkedIn Group.
Reminder: You’ll get full instructor feedback on your materials during Week 5.
Congrats!
You’ve just finished Chapter 6. You have a campaign draft! Amazing work.
Instructor Spotlight
🎤 Speaker: Paris Gramann
Paris Gramann (she/her) is a project manager, creative consultant, and entrepreneur with a multidisciplinary background spanning psychology, design research, education, marketing, and sustainable business strategy. As the founder of Empower Creative Agency, she specializes in executing meaningful projects that blend community impact with practical strategy. She has successfully designed and led initiatives ranging from children’s book development to e-learning modules, client media series, professional development workshops, and Kickstarter campaigns. With experience interviewing stakeholders, developing pitch decks, crafting content strategies, and managing complex timelines, she brings both structure and heart to every project. Paris’s work consistently centers empathy, accessibility, and mindful communication—whether she is supporting small businesses, developing content for families, or designing tools for neurodivergent-friendly daily life.