I went to a concert once that I happen to hear about from a friend. They had a new sound that was game changing in the R&B community and was super excited because they were only on tour for 30 days and happen to catch them in town.
I was really disappointed when I arrived and I was one of the only people there. You would have thought having a private concert at a major music venue would be a dream come true, but it was more depressing than it was amazing. The band put on their bravest faces, their sound was amazing as it seemed to echo a little louder in a room void of the normal cheers of the crowd. I left feeling excited about finding this new band, but a little deflated about my experience and not terribly hopeful for the future of the band.
Okay, this never happened, but it would if touring musicians treated their concerts the way that many teams treat crowdfunding. If you don’t tell people what you are up to - people simply won’t know - and they won’t show up- leaving a loud echo of silence on your campaign page.
The alarming part of this problem is that the solution is a simple for crowdfunding as it is for buying an audience for a concert on the intended night - invite them to come.
At Purple Spread, we refer to this as “building a fan club”, but basically there is no other single factor that will determine the likelihood of funding or funding early (or in 24 hours) than building a fan club.
Psychologically people want to back winners. Just like showing up to a concert with no one else in attendance, your sense is that there is very little hope of success, so why bother helping to spread the word. Now imagine if you showed up to that same concert and saw some of your friends and co-workers there and the next day got to talk about being at the concert of one of the hottest new bands in town while tagging others on social media who were also there. Imagine seeing an ad on Facebook for a new idea that you thought was interesting. If you arrived on the page and saw that few others had backed the campaign, you would think “what am I missing, why has no one else backed?” if you came and saw that many others were backing and leaving encouraging comments, you would be far more inclined to jump on board.
The difference is not luck or magic - it is inviting people to come. If you don’t tell people in advance that you are coming, why should it be shocking that when you arrive, no one is there to greet you.
A few tips for building your fan club in advance of going live: