Music Crowdfunding 101: How You Can Feel Less Awkward

I’ve had to ask for money quite often in my life.

It always came to me as a kid without even asking. Unfortunately, I’m not a kid anymore.

And now, as an adult musician with kids of my own, I no longer have extra revenue at my disposal.

So I’ve crowdfunded a few campaigns (both IndieGoGo and Kickstarter projects) and raised thousands of dollars.

And I want to share what I’ve learned.

I’d like to give you eight practical ways to effectively ask for donations while feeling less awkward.

Consider this Music Crowdfunding 101.

Here’s what we’ll cover:

• Why Asking For Money Is Hard
• Why You Shouldn’t Feel Awkward About Crowdfunding Your Music
• Music Crowdfunding Websites
• How To Do Music Crowdfunding Without Feeling Awkward
• The Heart Of Crowdfunding

But first, let’s talk about why asking for money can be so awkward.

Why Asking For Money Is Hard

Asking for help is difficult. That’s why most of us hate it.

But why is it so difficult and awkward?

Lisa Ferentz, a clinical social worker and psychotherapist, hints that this could be because of our upbringing.

She poses some questions that could shed a light on the “why”:

• What kind of messages about asking for help did you hear as a kid?
• Was your family more focused on being DIYers or DITers (Do It Together)?
• How did the adults in your life during childhood respond when you asked for help?

These simple questions may have just given you a revelation about why you don’t like asking for money.

But even if you don’t know your “why,” let’s agree asking for money is hard.

Why You Shouldn’t Feel Awkward About Crowdfunding Your Music

Straight-up asking for money is a little different than crowdfunding. You’re asking for a donation and giving nothing in return.

Crowdfunding, on the other hand, isn’t begging or mooching.

It’s an exchange of goods. 

If you buy a ticket to a concert, you get to go inside. But if you pay a little more, you get V.I.P. seats. And if you pay even more than that, you get backstage.

That’s how it is with music crowdfunding. 

For example, with a Kickstarter campaign or a Patreon page, the more a fan donates, the greater rewards they get.

When you run a crowdfunding campaign, you and the fans are exchanging hard-earned money for hard-earned music.

That’s why I don’t think crowdfunding should produce guilt or awkwardness on either side.

Music Crowdfunding Websites

Real quick, here are three of the top crowdfunding websites today:

• Kickstarter - I used this to raise $1,500 for one of my albums
• IndieGoGo - I used this to raise money for a music magazine I started
• Patreon - ongoing, monthly fan support, no deadline (and I have a page)

I’ve also used PayPal combined with some friendly emails to raise more than $500 for one of my EPs. Just so you know that’s an effective option too.

How To Do Music Crowdfunding Without Feeling Awkward

Now let’s dive into some practical tips on asking your fans to support your music crowdfunding campaign.

These eight methods should help things be a little less awkward.

Know Your Fans

The first step is to know your fans.

Sometimes, asking those you know for money can be uncomfortable. For some reason, it’s easier to have internet fans donate to your campaign than it is to have your brother-in-law donate.

But this can actually work to your advantage.

If you know your fans — what rewards they would like, what their values are — that’s a good start.

Use this knowledge to write your campaign description. Highlight the things your fans want to see.

Involve Your Fans In The Mission

Not only should you know your fans, but you should also involve them in what you’re doing.

You should already be doing this as an indie musician. But you can really focus on this during your campaign.

Ask for their advice — people love to share their opinions, and you might benefit from their thoughts.

Ask your fans on social media what type of rewards they’d like to see. Maybe ask them why your music resonates with them.

Then take this feedback to heart.

Your mission can be their mission — show them how. View them and treat them as partners — because that’s who they are.

Spend Time Writing Your Crowdfunding Campaign Description

Next, you’ll want to spend plenty of time writing the description of your fundraiser page.

Figure out what you’re going to say, how you’ll point out the benefits of people’s donations, and anything else you want to highlight.

Most importantly, tell your story.

Your campaign’s description and intro video can be the deciding factor for whether or not people feel compelled to donate.

Spend time crafting it.

Be Transparent And Give ‘Em The Facts

If you’re blowing smoke, smart and intuitive people can tell. And hopefully, your fans are smart and intuitive.

Plus, if your fans find out later you didn’t give them the whole truth, you’re in trouble.

That’s why it’s best to be completely transparent and upfront — in your fundraising video, in the written description of the crowdfunding campaign, and on social media.

If you sound sales-y, you can come off as fake and that can lead to some awkward online interactions.

But if you’re not acting — if you’re just being yourself — there’s less chance of things being uncomfortable.

Give people the facts and be honest.

Tell People Where Their Money Is Going

Speaking of transparency…

Where exactly will the donors’ dollars be going? How will your music career benefit from their contributions?

Tell them exactly how, where, and what you’ll be using their money for.

The description of your fundraising page is the perfect place to do this.

Remember, honesty can combat awkwardness. So tell them where the money is going.

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Show People It’s Urgent

Urgency helps people act. That much is true. If you give me a deadline on a project, I will get it done in time.

So convey urgency wherever you share your fundraiser — on your crowdfunding page, on social media, in your emails.

Tell people why you need this money by the goal date and how it will help your project succeed. 

Every online fundraising website has a “Days To Go” feature that gives the campaign a deadline. This shows urgency and helps your fundraiser not fail (which would be very embarrassing).

Set A Goal Amount

If you don’t tell your potential supporters how much you need, they won’t know how much to give. It’s that simple.

So you have to set a clear fundraising goal amount.

Fortunately, crowdfunding websites require this. But if you’re doing your crowdfunding DIY-style (like accepting PayPal donations via your website), you have to choose a target amount.

When the fundraising goal amount is clear, people won’t have to ask potentially awkward questions, like “Did you raise enough money yet?” or “How much should I donate?”

If People Can’t Donate, Point Them To Social Media

Imagine asking your fans if they can donate to your campaign.

Then imagine someone says to you, “I actually can’t…I don’t have the money right now.”

If you have nothing to say to that, expect some awkwardness to ensue.

So if this happens, simply say, “That’s okay! Would you mind sharing the campaign on social media? That would be just as helpful.”

Boom — uncomfortable situation averted.

Plus, the more eyeballs on your campaign, the more likely you’ll successfully fund it.

And who knows, maybe that fan will have enough money later and, because you were so understanding, decide to donate.

The Heart Of Crowdfunding

Here’s how you avoid awkwardness in your music crowdfunding campaign: remember it’s all about you and your fans together.

At the heart of crowdfunding is connection.

You want to make a thing, people want to support you.

People give you monetary goods and you give them special thank-yous and insider updates.

You’re connecting with your fans and they’re connecting with you. It’s a beautiful thing.

I’m not crying, you’re crying…

Have you had success with crowdfunding? Share your tips in the comments so we can all benefit!