{"id":2781,"date":"2024-03-12T14:46:26","date_gmt":"2024-03-12T21:46:26","guid":{"rendered":"https:\/\/crowdfundr.com\/creatorhub\/?p=2781"},"modified":"2024-03-21T14:26:22","modified_gmt":"2024-03-21T21:26:22","slug":"case-study-postcards-i-never-sent","status":"publish","type":"post","link":"https:\/\/crowdfundr.com\/creatorhub\/case-study-postcards-i-never-sent\/","title":{"rendered":"Case Study: postcards i never sent"},"content":{"rendered":"\n

JMP! Collective nailed down a crucial aspect of crowdfunding while planning their first-ever campaign, ‘postcards i never sent’ with Crowdfundr.
And they have some fantastic words of guidance for newbie crowdfunders.<\/strong><\/p>\n\n\n\n

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Getting a project before an audience is often a new crowdfunder\u2019s biggest hurdle. We\u2019d all love to simply create a campaign, hit \u2018go,\u2019 and have interested supporters magically find it on their own, realize its value, and fund immediately. We\u2019d save time, money, and probably some sanity.<\/p>\n<\/div>\n\n\n\n

The hard truth is that this isn\u2019t how crowdfunding works. Effort and focus must be put into proper promotion. And if a creator plans to expand on their project and have multiple campaigns in the future, then that focus must shift to community building.<\/em><\/strong><\/p>\n\n\n\n

In this case study, we\u2019ll look at how JMP! Collective concentrated on promoting to their current personal and creative networks with emotion<\/em><\/strong>. <\/em>Because creators create projects that they\u2019re passionate about, and if you aren\u2019t communicating and sharing that passion with a like-minded crowd, are you genuinely finding joy in your creation?<\/p>\n\n\n\n

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JMP! Collective and ‘postcards i never sent’<\/strong><\/h3>\n\n\n\n
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\u201cpostcards i never sent\u201d is a collaborative performance piece that is just the beginning of an overall project by JMP! Collective. Alongside the performance, JMP! plans to release a \u201cvisual [music] album\u201d of the same name, which combines song lyrics and photographs to invite viewers into a truly unique experience.<\/p>\n\n\n\n

The campaign did something else for JMP! Collective, though. It helped them start to build their community and set the stage (pun absolutely intended) for future projects.<\/p>\n\n\n\n

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The Problem – How to focus the campaign<\/strong><\/h3>\n\n\n\n
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When asked about their campaign promotion strategy, Burke Swanson, one of the founders of JMP! Collective, said it was a delicate balance between the creative and personal sides. Their \u2018postcards i never sent\u2019<\/em> campaign was their first venture into crowdfunding. As JMP! isn\u2019t a legal entity yet, they knew most of their audience would come from their personal lives \u2013 friends and family, as well as others in their creative spaces.<\/p>\n\n\n\n

Burke and his partners feared that if they emphasized the art too heavily, the campaign might be too affronting to those in their lives who aren\u2019t artistic. And if they went too personal, people stumbling across the project would have no idea what it was about.<\/p>\n\n\n\n

The answer? Focus on inviting people they already knew to support the project and teaching them why it\u2019s important to do so. Burke provided four solid pieces of guidance to help explain their reasoning, which are essential for creators\u2014whether new to crowdfunding or not\u2014to hear.<\/p>\n\n\n\n

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1 – Community building first<\/strong><\/h3>\n\n\n\n
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To start, Burke and his partners had to get themselves into the proper community mindset.<\/p>\n\n\n\n

\u201cIt\u2019s a community,\u201d Burke says. \u201cIt\u2019s not Burke asking; it\u2019s JMP! Collective asking. [We wanted to] utilize the project as starting a community, so when someone supports this space, it becomes a give and take. We want to support those who supported us, and that mindset gave us more freedom because we brought others into that same mindset.  It could be THEIR projects we help in the future.\u201d<\/p>\n\n\n\n

Burke also provided this insight: \u201cWrite [your campaign] in a way that suggests you\u2019re working with<\/em> your supporters, rather than telling <\/em>them why you\u2019re awesome and how they should <\/em>contribute. Your project could be the thing that gives them that rush of \u2018Oh, I could do something like this!\u2019\u201d<\/p>\n\n\n\n

Community building requires not only this targeted storytelling but also persistence and commitment.<\/p>\n\n\n\n

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2 – Show how much you want it<\/strong><\/h3>\n\n\n\n
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Part of the commitment piece is showing people what actions you\u2019re prepared to take to ensure the project happens.<\/p>\n\n\n\n

\u201cWorst comes to worst, [we knew] this project would go on. So, we were prepared to do the worst!\u201d<\/p>\n\n\n\n

Part of JMP! Collective\u2019s promotional plan was to build goals and objectives around certain levels of funds raised as their crowdfunding campaign ran. Twice, they didn\u2019t meet those goals and \u2018donated\u2019 from their own pockets to meet those deadlines and continue to have something to discuss and celebrate.<\/p>\n\n\n\n

This is likely more common than people think and is a true testament to dedication to a project and a craft. Plus, sometimes things need<\/em> to move forward, such as officially signing contracts for a performance location, setting dates, and paying talented artists.<\/p>\n\n\n\n

The key to communicating this enthusiasm is to show your true self while doing it.<\/p>\n\n\n\n

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3 – Be authentic<\/strong><\/h3>\n\n\n\n
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\u201cPeople latch onto authenticity,\u201d Burke says. \u201cPeople tried to get a hold of me through the [Crowdfundr] platform because they thought our updates were personal messages to them, that\u2019s how authentic they sounded.\u201d<\/p>\n\n\n\n

Updating is an integral part of promotion, especially if you do it authentically and express gratitude repeatedly in different ways.<\/p>\n\n\n\n

\u201cJust celebrate the joyful act of creating,\u201d suggests Burke. \u201cAt the human level, people just want to be entertained and have joyful experiences. Give people peace of mind that you\u2019re a real human being. That can do much of the work for you.\u201d<\/p>\n\n\n\n

Here are a few examples of updates from the \u201cpostcards i never sent\u201d campaign<\/a>:<\/strong><\/p>\n\n\n\n

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4 – Get over the ‘ick’ of asking for money<\/strong><\/h3>\n\n\n\n
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This is not a one-off concern. Nearly every creator newly entering the crowdfunding world has this concern. I wrote an article on fear and asking for money<\/a> on our donation-based fundraising site \u2013 the Fundraiser HUB<\/a> \u2013 which is also a good read for creators. But Burke was much more succinct (and more eloquent):<\/p>\n\n\n\n

\u201cDon\u2019t think of [your first campaign] as a one-off; think of it as setting yourself up for the future. Right now, it\u2019ll take that personal ask to make the jump. As long as you\u2019re active and intentional about what you\u2019re doing, over time, that intentionality will usurp the need for that \u2018personal\u2019 crowd.\u201d<\/p>\n\n\n\n

Ultimately, the \u2018postcards i never sent\u2019 performance was a success because the people in the room felt supported throughout the process \u2013 creatively and financially. There is a real-world legitimacy to the need for money; we all enjoy food in our bellies and roofs over our heads. The fact remains that JMP! Collective\u2019s musicians, movers, photographer and other collaborators couldn\u2019t have done the work if they didn\u2019t have the (well-deserved) compensation provided.<\/p>\n\n\n\n

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Final words<\/strong><\/h3>\n\n\n\n
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We can get overwhelmed in a world that often feels like everyone has something to say or offer or ask for. Yet, as Burke and JMP! Collective show us, we can find our place by building our communities around what we\u2019re passionate about. The members of that community might change over time, so if you are planning your first (or even second, tenth, or twentieth) crowdfunding campaign, keep your current community AND the community you hope to build in mind when crafting and promoting it. Because they are the ones who will not only help you succeed but also remind you why <\/em>you\u2019re doing what you do in the first place.<\/p>\n\n\n\n

Visit the \u201cpostcards i never sent\u201d campaign.<\/strong><\/a><\/h3>\n\n\n\n

JMP! Collective Homepage<\/strong><\/a><\/h3>\n\n\n\n
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