2. WHY CROWDFUND BOOKS? I am lucky to have one of the best jobs
in the world. As a book designer for over 20 years, Ive been
fortunate to work on over 1,000 books with publishers and authors
of all sizes and genres. A large part of my time is spent working
with publishers to better understand what their readers want:
reviewing books with authors, marketing and editorial staff,
distributors, even surveys to gauge if a book is on target. Last
year, I was designer for a successful crowdfunded book (over
$150,000 in 30 days by 2330 backers). Beyond the publishers
financial success, I saw a level of engagement and participation
from buyers that inspired me. It made me want to learn about
crowdfunding books, because I believe this model can help to create
books that readers truly want.
3. WHY CROWDFUND BOOKS? Crowdfunding gives backers a sense of
power to directly affect the market, to be able to speak up on what
they want. AMY REEDER, Author, Rocket Girl NPR.org, Women's Comics
are Surfing the Crowd Our users love to be involved in the process
and have critical taste. They are not passive consumers theyre
micro patrons. DAN KIERAN, Author, editor, CEO and co-founder
Unbound, Forbes, Crowdfunding Authors' Books Could Save
Publishing
4. WHY CROWDFUND BOOKS? Do you want your book to be read? Most
authors will say: Of course! What a silly question. However, Ive
met many authors who write what they want, without first
considering if their book is what a reader wants. Because I work
with publishers of all sizes, I have learned the advantage of
considering a book for both its message and marketability from the
start. An author has the curse of knowledge, forever being too
close to their writing to see a book without the lens of a creator.
Crowdfunding requires you to see beyond your role as creator. To
succeed it takes planning and honesty, you must be both a judge and
cheerleader for your book.
5. WHY CROWDFUND BOOKS? Authors today must sell their books. I
started designing books during the 90s self-publishing boom. A time
when authors were excited by technology allowing almost anyone to
produce and print books. However, there were not as many options
for authors to sell books directly. I empathized with
self-publishers who had concerns spending thousands on books that
may never reach readers. Independent publishers have better options
today. Ebooks, digital and print-on-demand provide more affordable
options to market test books before spending $10,000+ on printing.
Crowdfunding books is another leap in technology that can support
authors to reach their audience. It takes planning and a
willingness to listen to what readers want.
6. WHY CROWDFUND BOOKS? Crowdfunding books isnt really a new
movement, in fact its retro. Charles Dickens pioneered the serial
publication of narrative fiction. A form of rolling fundraising
with a populist feedback loop, which became the dominant Victorian
mode for novel publication. This format allowed Dickens to evaluate
his audiences reaction, and he often modified his plot and
character development based on feedback.
7. CROWDFUNDING BOOKS In many flavors today and growing
8. CROWDFUNDING BOOKS A Review of platforms in two main themes:
Fundraising platforms that help you connect with your audience:
Full-service book publishers that use crowdfunding to decide what
to publish:
9. CROWDFUNDING BOOKS Kickstarter is the most popular platform
for creative projects, including publishing. While an open
platform, they review projects before launch to ensure theyre in
line with their rules. They take 5% of funds collected, in addition
to 3-5% payment processing fees. If the project doesnt meet its
goal, the funds are returned to supporters. Since launching in
2009, Kickstarter has seen $70m pledged to projects in the sites
publishing category. In recent years they have seen the number of
successful books-related projects more than double, from 735 in
2011 to 2064 in 2014.
10. CROWDFUNDING BOOKS Indiegogo is a fundraising platform for
any idea, not just creative projects. While they feature book
projects, they dont have a designated publishing category like
Kickstarter. Indiegogo doesnt use a review process before projects
go live. They do offer flexible funding so creators can keep any
money raised (4% fee if the goal is hit, 9% if not), or the same
fixed for the Kickstarter approach at 5% fee. They also have a 3-5%
payment processing fee. Research suggested analytics with Indiegogo
are not as powerful as Kickstarter. So tracking funder sources is
not as automated.
11. CROWDFUNDING BOOKS Pubslush is a crowdfunding platform
devoted exclusively to books for authors to prove their talent and
market viability. Pubslush also offers services for pre-order
campaigns, distribution, community pages, and allows funders to
donate to a literacy foundation. They take 4% of funds raised, in
addition to a 3.5% payment processing fee.
12. CROWDFUNDING BOOKS Unbound reviews all submissions before
launching a crowdfunding campaign for a book. After a pledge goal
is met, Unbound also acts as a traditional publisher, offering
editorial, design, printing, marketing and traditional publicity,
and distribution services. They are based out of the UK, with UK
physical distribution into bookstores through Penguin Random House
UK. They pay authors 50% of net profit on all books sold. According
to their terms, they usually own the worldwide or English language
rights, but this can vary on a project by project basis as this can
be negotiated in the contract.
13. CROWDFUNDING BOOKS Inkshares acts as a traditional
publisher once books succeed in their funding goals. They produce,
print the initial print run, and handle national physical and
digital distribution into bookstores and other retailers, plus a
team of marketers to generate awareness. Includes a rewards system
for readers who refer books to friends or help fund books that go
on to sell thousands of copies. Authors receive 50% of gross
revenue on physical books and 70% of gross revenue on digital
books. Authors grant Inkshares nonexclusive rights, meaning an
author can publish elsewhere if they so choose.
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15. CROWDFUNDING BOOKS Projects by category559 in
Publishing
16. YOUR WOW STORY THE NEED (Problem) BELIEFS (Why?) PRODUCT
(Solution)
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20. CROWDFUNDING BOOKS Stretch can be more content. Just
remember the overall printing costs to you.
21. CROWDFUNDING BOOKS Think of stretch goals that are fun, and
easy (and low cost) to deliver, like a video of you saying thank
you, or jumping for joy!
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52. PRE-CAMPAIGN Your manuscript should be finished and
completed a full content edit. If you are a first time author it
will be valuable to have reviews from readers and provide samples
of your book to instill confidence and build trust. If you have
authored other books, be sure to share that in your campaign. Trust
in your ability to complete your book as promised to backers is
essential to your success. Author platform with a following of
supporters. Your success will rely on your core supporters and
fans. They will be the ones to seed support early in your campaign
and that show of support will lend credibility and confidence to
backers who do not know you.
53. CAMPAIGN STEPS 1) Build funding support (your author
platform, social media is key) 2) Crowdfunding platform choice
(Length 30-40 days) 3) Campaign budget (dont forget shipping and
fees) 4) Project page (your wow story) a) Video (be personal, tell
your story, ask for support) b) Text (story and campaign details)
c) Budget (be realistic, aim for break even) d) Schedule (be
honest, share potential delays) e) Rewards & stretch goals
(prepare these ahead, to boost support during the middle dip) 5)
Funding 6) Book production 7) Delivery & Follow up (prep fans
for next book)
54. FUNDING SUPPORT ENGAGE/BUILD YOUR TRIBE: An author
following is critical to crowdfunding success. Up to 30% of your
campaign funding will come from your network. Your own website: use
a self-hosted domain. For authors this is most likely your name
AuthorName.com. E-newsletters/Subscriber base: recommend MailChimp
(good integrations with CF platforms). Build your e-newsletter via
blog posts, make subscription easy (upper right signup). Do this
legally, as double-optin. Avoid being marked as spam at all
costsyou loose trust and will be flagged by service providers
Social Media: Find out where your audience is and interact. Social
is before Me in Social Media. Try to follow a principle of 80/20 or
80/10/10. Facebook and twitter are easily connected with platforms,
but find where your audience is and connect. Spread sheet from the
Ultimate Crowdfunding Course for Authors
55. FUNDING SUPPORT CORE You and your team LEVEL 1 Your family,
friends & fans LEVEL 2 Friends-of-friends & new supporters
LEVEL 3 The crowd
56. FUNDING SUPPORT Spread sheet from the Ultimate Crowdfunding
Course for Authors
57. FUNDING SUPPORT L.Y. MARLOW Award-winning Author and
Founder Saving Promise Broadway Books, 2010 (Random House). L.Y.
started the Saving Promise movement to end domestic violence based
on her award-winning book, Color Me Butterfly. ColorMeButterfly.com
Broadway Books, April 2014 (Random House).
58. FUNDING SUPPORT
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62. YOUR AUDIENCE Learn more: see my course on Tactical Social
Media for Writers
www.slideshare.net/Shannon_Bodie/presentations
63. YOUR TIME & ENERGY Be realistic about what you can do
yourself, consider hiring out what you dont have time to do well.
Learn more: see my course on Tactical Social Media for Writers
www.slideshare.net/Shannon_Bodie/presentations
64. BUDGETS Budget: Make a budget that is realistic about who
will support you and also what you will need to deliver your books.
Research recommends having your goal at breakeven, so the funding
level is kept low, but you can cover costs after funding
(production, shipping, processing fees). Spread sheet from the
Ultimate Crowdfunding Course for Authors
65. BUDGETS Spread sheet from the Ultimate Crowdfunding Course
for Authors
66. BUDGETS Spread sheet from the Ultimate Crowdfunding Course
for Authors
67. TRACKING SUPPORT Spread sheet from the Ultimate
Crowdfunding Course for Authors
68. CROWDFUNDING SUPPORT A Review of platforms offering more
support to authors: If Kickstarter and Indiegogo are more work than
you want to take on, there are models to ease the amount of
work:
69. CROWDFUNDING BOOKS Pubslush is a crowdfunding platform
devoted exclusively to books for authors to prove their talent and
market viability. Pubslush also offers services for pre-order
campaigns, distribution, community pages, and allows funders to
donate to a literacy foundation. They take 4% of funds raised, in
addition to a 3.5% payment processing fee.
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80. CROWDFUNDING BOOKS Unbound reviews all submissions before
launching a crowdfunding campaign for a book. After a pledge goal
is met, Unbound also acts as a traditional publisher, offering
editorial, design, printing, marketing and traditional publicity,
and distribution services. They are based out of the UK, with UK
physical distribution into bookstores through Penguin Random House
UK. They pay authors 50% of net profit on all books sold. According
to their terms, they usually own the worldwide or English language
rights, but this can vary on a project by project basis as this can
be negotiated in the contract.
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85. CROWDFUNDING BOOKS Inkshares acts as a traditional
publisher once books succeed in their funding goals. They produce,
print the initial print run, and handle national physical and
digital distribution into bookstores and other retailers, plus a
team of marketers to generate awareness. Includes a rewards system
for readers who refer books to friends or help fund books that go
on to sell thousands of copies. Authors receive 50% of gross
revenue on physical books and 70% of gross revenue on digital
books. Authors grant Inkshares nonexclusive rights, meaning an
author can publish elsewhere if they so choose.
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92. CROWDFUNDING BOOKS BONUS! Many steps to successfully
crowdfund your book, work no matter how you decide to publish So
you can plan for crowdfunding, then choose to: 1) Sell to a
publisher whos impressed by your nimble skills at developing a
strong manuscript and author platform. 2) Publish independently
because you have the support and just won the lottery, so what the
heck 3) Crowdfund with gustoIve got thislets roll!
93. RESOURCES: Ultimate Crowdfunding Course for Authors, author
Mary DeMuth and crowdfunding coach Thomas Umstattd. NPR.org,
Women's Comics are Surfing the Crowd TheGuardian.com, Kickstarting
a books revolution: the literary crowdfunding boom, Marta Bausells,
Friday, 5 June 2015 Forbes, Crowdfunding Authors' Books Could Save
Publishing JaneFriedman.com, What You Need to Know About
Crowdfunded Publishing, Matt Kaye, March 31, 2015 Source
illustrations from 123RF.com Please note: I have included examples
of books for research purposes, not all of these examples are my
design work. You can view my design portfolio at BookWiseDesign.com
CROWDFUNDING BOOKS