All-in vs. All-or-Nothing: Which Crowdfunding Model Should You Choose?

When launching a crowdfunding campaign on CAMPFIRE, one of the first choices you'll need to make is between:

All-in
and
All-or-Nothing

The names might sound a little confusing at first, but the difference is simple.

Does the project go ahead even if the funding goal isn't reached?

That's the key distinction.

In this article, I'll explain the features of each model and help you figure out which one to choose.

What Is the All-in Model?

With the All-in model, you receive the funds raised even if you don't hit your goal.

For example:

Funding goal: ¥1,000,000
↓
Final amount raised: ¥600,000

Even in this case, the project is considered successful.

However, there's an important point to keep in mind.

Even if you fall short of your goal, you are still required to carry out the project and deliver the promised rewards to your backers.

On CAMPFIRE, an All-in project is considered successful as soon as even one person backs it.

In other words, if your situation is:

"We can only make this happen if we raise ¥1,000,000. We can't do it with ¥300,000."

— then choosing the All-in model requires careful thought.

Because even if you only raise ¥300,000, you're still obligated to follow through.

What Is the All-or-Nothing Model?

With the All-or-Nothing model, the project only succeeds if the funding goal is fully reached.

For example:

Funding goal: ¥1,000,000
↓
Final amount raised: ¥800,000

In this case, the project does not succeed.

The funds are not paid to the project owner — they are refunded to the backers.

In that scenario, you also have no obligation to fulfill any rewards.

On the other hand, if you do reach ¥1,000,000, the project succeeds and you move forward with execution.

In short, this model suits projects where:

"This simply cannot happen unless we raise this amount."

A Simple Summary of the Two Models

All-in Model

Project succeeds even if the goal isn't met
↓
You receive the funds raised
↓
You carry out the project
↓
You deliver the rewards

All-or-Nothing Model

Goal reached → Project succeeds
↓
You receive the funds and carry out the project

Goal not reached → Project does not succeed
↓
Funds are refunded to backers
↓
No obligation to carry out the project or deliver rewards

That's the difference.

Which One Should You Choose?

If it were me, I'd start by asking myself this one question:

"Can I carry out this project even if I don't reach my funding goal?"

That's it.

If you can still execute even without hitting the goal → Consider All-in

For example:

• Production of the product is already confirmed.
• The store is already set to open.
• The event is already happening.

And on top of that, you want to:

• "Reach more people through crowdfunding."
• "Build an early customer base and community of supporters."
• "Use the funds raised to make the project even better."

If that sounds like your situation, All-in is worth considering.

If You Can't Execute Without a Minimum Amount → All-or-Nothing

On the other hand, if:

• You need ¥1,000,000 to meet the minimum production order.
• The event can't happen unless you raise ¥2,000,000 (including venue costs, etc.).
• You can't launch the business without the equipment budget.

— then All-or-Nothing is the more natural fit for your thinking.

CAMPFIRE itself recommends the All-or-Nothing model for projects and rewards that cannot be carried out unless the funding goal is reached.

"All-in Is Safer" Isn't Always True

This is a surprisingly common misconception.

You might think:

"If I can receive money even without hitting my goal, isn't All-in the better deal?"

But that's not necessarily true.

Say you need ¥1,000,000 for a project, and you only raise ¥300,000.

With All-in, you do receive that ¥300,000.

But you still have to carry out the project and honor your commitments to your backers with that ¥300,000.

You may end up having to cover the remaining ¥700,000 out of your own pocket.

So instead of thinking:

"All-in is better because at least I get something,"

think of it as:

"I'm choosing All-in because I can responsibly execute the project even if I fall short."

Think About It Together With Your Funding Goal

When deciding between All-in and All-or-Nothing, how you set your funding goal matters just as much.

For instance, say you actually need ¥3,000,000, but you set the goal at ¥1,000,000 thinking:

"That'll be easier to hit — I'll go All-or-Nothing."

If you reach ¥1,000,000, the project is considered successful. But you need to honestly ask yourself: can you really execute it with that amount?

And with All-in, it's not enough to simply think:

"I'll just set a big goal and see what happens."

Rather than just choosing a model, you need to think through:

How much do you need at a minimum to actually execute the project?

What will you adjust depending on how much you raise?

Set your funding goal with those questions answered.

More Important Than the Model: A Design You Can Deliver On

All-in or All-or-Nothing.

This isn't about which one is better.

What matters most is:

Can you see the project through to the end and keep the promises you made to your backers?

To get there, ask yourself first:

"Can I execute this project even if I don't hit my funding goal?"

If yes → All-in.

If no → All-or-Nothing.

Start with that standard.

Related Articles

【Basics #4】How to Set Your Crowdfunding Goal | Why You Shouldn't Decide Based on Budget Alone

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【Basics #1】What Is Crowdfunding? A Beginner's Guide to How It Works, Types, and Benefits

【Basics #2】What Is CAMPFIRE? Features, Fees, and Who It's For — A Beginner's Guide

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If you'd like to talk through your crowdfunding plans, feel free to check out my profile page.