Kickstarter - why it's the one thing I wish I'd done sooner.

I've been doing this job for more years than I care to think about and have gained, if not wisdom, a great deal of experience - which means it's my turn to start passing some of these lessons on. Like the ghost of Christmas future, I now find myself dispensing advice, cautionary tales and the occasional bit of healthy existential dread in the hopes that I might make things a little easier for the next one along.

What continues to surprise me is how few creatives are making use of crowdfunding, Kickstarter in particular, to launch new ideas. In ten years I've increased the average amount I raise tenfold, created whole new income streams, gained a fantastic crew of incredibly supportive backers and had an enormous amount of fun. So, here's my beginners guide to the platform.

What is it?

Kickstarter is a crowdfunding platform, which means a bunch of people chip in to make something happen. There are a few of them out there geared towards different things, Kickstarter is my favourite as it's tailored to creative endeavours. That covers visual arts but also film making, music, fashion, food, theatre, comics - you name it, someone has funded it on there.

How does it work?

You set up something called a campaign - that's your pitch, explaining what it is you're trying to do and why. You set a period of time for fundraising - usually 3 weeks, and the amount that you need to make it happen. Kickstarter is all-or-nothing which means you have to raise that much or nowt happens, but it's not limited so use that as a safety net. People pay for 'rewards' which can be a physical product like a print, a digital file such as a song or maybe bragging rights like their name in the credits of a film.

I offer original drawings and printed goodies but add value by also creating a virtual collection and inviting people to leave messages for loved ones and dedications to stay as part of the online record. I also share work in progress videos and behind the scenes content so it really feels like we're all on the adventure together.

The fantastic thing about Kickstarter is that you get paid in a lump sum when the campaign ends, before you have to make most of the stuff or spend a load of money buying kit and supplies. That means you can experiment and take risks in a way creatives so rarely get to do otherwise.

How do I do it?

Plan it like any other project launch - work out what you want to make, how that would benefit you or others, how long it will take, what it will cost to deliver.

Get creative with your rewards - how can you make it exciting for backers? Think about exclusive add-ons, limited editions and personal touches like hand signing things. People are investing in YOU and taking a chance, so make sure they feel that personal connection, it's a group effort after all.

Be honest - you don't have to have all the answers, a finished product or be able to deliver straight away, everyone understands this is about development. Don't be scared to give yourself a really long lead time, share sketches and prototypes, so long as it's clear where you're going with it.

Where can I learn more?

Kickstarter itself has an amazing help section that covers everything you could possibly need to know - and a bunch of ideas to help you take that initial launch and turn it into something epic. If you want to see how I do it, my Reflections 2, Light in the Darkness campaign from last year is my go-to example. It's got all the elements I've found really work on there, that have got me the official 'projects we love' badge, and also sits nicely in the middle between the occasional runaway success and things that didn't work at all. Because don't get me wrong, it's still not a guarantee of success, but the great thing is it won't cost you to find out.