Crowdfunding Field Judgment ⑩ | What Do You Do After Reaching 100%? Why I Don't Think of "Reached = Done"
機械翻訳 / Machine-translated
When you hit your target amount at 100% on a crowdfunding campaign,
the atmosphere becomes:
"We did it!"
Of course, reaching the first goal is a big deal.
But I don't think of
100% reached = crowdfunding over.
If anything, I see it as
a timing to expand all over again.
This is one of the reasons I aim to hit 100% as early as possible in a crowdfunding campaign.
Someone who didn't react to a post saying
"We've launched our crowdfunding campaign!"
might respond with
"Congratulations!"
to a post saying
"We've hit 100% of our goal!"
From there, comments increase, the post gets shared, and new people discover the project.
In other words,
hitting 100% itself becomes material for the next round of outreach.
That's why I see 100% not as a finish line, but as a milestone along the way.
Once we hit the goal, before rushing to set the next target,
I first look at the results.
Which rewards sold?
Were most backers existing customers?
Did it spread to new people?
Did corporate sponsors come on board?
Which outreach efforts generated responses?
Even if two campaigns both hit 100%, what's inside can be very different.
For example, if 100% was reached entirely through existing acquaintances,
it may be necessary to expand to new audiences next.
If product-based rewards were especially active,
that's a signal to push that product more prominently.
100% is a result — and it's also primary data for thinking about the next move.
Once 100% is reached,
it's easy to fall into "Now let's aim for 200%!"
But I don't make increasing the number itself the objective.
What can we do with the additional funds collected?
What can we add?
Whose value increases?
If there's meaningful answers to those questions, then I'll think about the next target.
On the other hand,
if it's just about inflating the number, I don't think it needs to be set at all.
The next target needs its own reason.
After the first goal is reached,
people may start to think,
"I guess I don't need to back this anymore."
That's why it's important to communicate:
Why the campaign is still continuing.
What you want to achieve next.
What people can be a part of by supporting now.
Rather than just announcing that 100% was reached,
pair it with "what we're aiming for from here."
That gives people a reason to join even after the goal has been met.
For me, I look at:
What created that 100%.
Who hasn't been reached yet.
Is there something else I want to make happen next.
Can this be shared as fresh news.
And if needed, I consider:
The next target.
New reward tiers.
Corporate partnerships.
Expansion into general sales.
Back in 2017, when I tried crowdfunding myself, I raised about 30,000 yen against a goal of 1,000,000 yen.
At the time, I hadn't even figured out how to design a path to reach 100% in the first place.
Now,
I think through not just how to reach 100%, but what happens after 100%, before I even launch.
Crowdfunding isn't just about hitting a target amount.
It's about using the fact of reaching that goal to reach even more people.
And to connect it to the next challenge.
That's why I see
hitting 100% not as "a number that's done," but as "news that starts what's next."
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