by Damian Hussey

​

When people talk about a “successful” Kickstarter campaign, what do they really mean? 

 

•  Is it raising six figures and retiring early?

•  Is it covering your production costs?

•  Or is it simply getting your project into the hands of readers while recouping some of your investment?

For me, success was about funding the printing and postage of my graphic novel Gunpowder and maybe earning a little extra to keep creating. Spoiler: I didn’t get rich—but I did learn a lot.

Why I Was Sceptical About Crowdfunding

I’d been involved in crowdfunded film projects before, and honestly, I came away sceptical of their usefulness. Most backers were friends and family, and platforms like Kickstarter take a cut. I remember thinking, “Why not just ask your network to gift you the money directly?”

But campaigns can be successful.

​

What do they have in common?

​

The campaigns that really took off were high-concept and high-quality. They looked professional. They told a compelling story. They made you want to be part of something cool. And they had wide reach. Check out the Kung Fury campaign as a great example.

I asked myself: would I back a half-baked project with my own hard-earned money? Probably not—unless it was from someone I knew or felt sorry for.

Taking the Leap

Years later, when I was told Kickstarter was the best way to fund Gunpowder, it took some convincing. I found campaigns similar to mine—some wildly successful, others that barely scraped by or failed. The key takeaway? Kickstarter works—if you do it right.

I studied successful campaigns, took notes, and built a plan. I’d already paid for the project out of pocket, so my goal was to recoup some costs and fund the first print run.

Building the Campaign

With help, I created the campaign and launched a pre-launch signup to build momentum. This allowed potential backers to be notified when the campaign went live. My social media marketing plan was posting three times a week to show off the creators, artwork and tease the story. This was all timed to build up to launch day. And then my artist stopped delivering work. The delay was frustrating, but out of my hands. I slowed the marketing and focused on building the pre-launch backer list. Eventually, the artwork was completed, and the campaign for Issue #1 went live.

The Results

The campaign reached 177% of its funding goal. Sounds amazing, right? Well, yes and no. I had set a modest goal, so while the campaign technically overachieved, it barely covered printing and postage. It didn’t come close to paying for the full production. But it was a start.

Lessons Learned (and Applied to Issue #2)

For Issue #2, I adjusted my expectations and took on more of the work myself. The campaign raised less, but I was able to print more copies to sell later. I also started to see a small but growing fanbase forming. That’s a win in my book. Postage is another factor. International postage can cost more than the price of the comic. I’m hoping to find the best option with time.

Let’s talk about reach.

 

Let’s say 1 out of 100 people who look at your campaign back it. And you need 100 backers to be successful. That means you need to reach 10,000 people. More to exceed expectations. Knowing your target audience should result in higher conversions.

What I’d Do Differently

 

• Skip paid social media ads: They didn’t convert well for me.

• Hire a Kickstarter marketing expert—but only if they can prove they’ll bring in more than they cost.

• Focus on organic reach: Most of my backers either knew me or found the campaign through Kickstarter’s search.

• Keep expectations in check: Don’t aim too high as this may result in no money. But don’t go too low either.

Final Thoughts: Why I Keep Going

I’m not writing Gunpowder to get rich. I’m writing it because I love it. Any money I make is a bonus. With time, I believe it will pay for itself. Kickstarter is a great tool—especially for presales if you’re self-funding your project. But if you’re relying on it to bankroll everything, be prepared to put as much effort into your campaign as you do into your actual project. Each campaign is full of new lessons. So maybe consider if you want your first campaign to be that major project that is make or break for your sanity.

Ask Yourself:

• What does success look like for you?

• Do you have a high-quality campaign?

• Are you ready to hustle?

Because in the end, crowdfunding isn’t magic—it’s just another way to connect with people who believe in what you’re creating.