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Get the Results
Overall Goals
First, we need to establish the high-level aims of your campaign and how many backers you will need to acquire through marketing to achieve those aims.
Your Product Category *

Your project URL

Currency Selector
Funding Goal in [currency] *
Average Backer Value in [currency] *
Average cost of production in [currency] *

Total Backers required

 Backers
Assuming that you achieve your total Funding Goal, this field is an estimate of what proportion of your Backers will come through 'organically'; word of mouth, social media shares, on-platform discovery, project we love, etc. The number can vary significantly, but you can assume it will not be less than 10%, and not more than 50%.
Organic Backers % *
Total Organic Backers
 Backers
Backers required from Marketing
 Backers
Now that you know the total number of Backers required, and the number you will need to acquire through marketing and advertising, you need to consider how many leads and interested parties you already have from previous efforts.
How many pledges can you already count on?
If you’ve already engaged in advertising or marketing, it likely resulted in acquiring Email Subscribers, Crowdfunding Platform Followers, or $1 VIP Reservations. Please note that we do not include social media followers in these calculations, as their value lies primarily in their potential to drive more Email Subscribers, Platform Followers, or $1 VIP Reservations.

Total Backers you can already count on

Email Subscribers
People who Subscribe to the email newsletter on your website. It is typical for 1% of these Subscribers to become Backers when your Crowdfunding campaign begins.

Number of pre-launch Emails
you already have

Conversion Rate to Backer

Projected Backers from prior
marketing efforts

Platform Followers
People who Follow the prelaunch page on whichever Crowdfunding platform you are using. It is typical for 20% of these Followers to become Backers during the live Crowdfunding campaign, but the possible range is between 5% and 50%.

Number of Followers
you already have

Conversion Rate to Backer

Projected Backers from prior
marketing efforts

VIPs
People who pay $1 or more before the start of a Crowdfunding campaign, securing them an exclusive add-on and/or the cheapest price for your product. It is typical for 30% of these Followers to become Backers during the live Crowdfunding campaign, but the possible range is between 10% and 50%.

Number of VIPs
you already have

Conversion Rate to Backer

Projected Backers from prior
marketing efforts

Total Backers you can already count on

 Backers

Remaining Backers required from future marketing

 Backers
Now you know how many Backers you still require in order to achieve your Funding Goal, you need to identify the most cost-effective method to acquire them.
Which ad funnel works best for you?
You have a choice of three 'funnels' to raise interest in your project before it launches: acquiring Email Subscribers, Crowdfunding Platform Followers, or $1 VIP customers.
While it is possible to use a mix of all three funnels below, this calculator assumes you will only use one of them, for the sake of simplicity. Use the controls below to see which funnel will be most effective for you.
Email Subscribers
People who Subscribe to the email newsletter on your website. It is typical for 1% of these Subscribers to become Backers when your Crowdfunding campaign begins.
The number of additional pre-launch Emails required to meet Funding Goal

Cost per Email in [currency]

Ad spend in [currency]
Conversion Rate to Backer
Additional costs in [currency]
Platform Followers
People who Follow the prelaunch page on whichever Crowdfunding platform you are using. It is typical for 20% of these Followers to become Backers during the live Crowdfunding campaign, but the possible range is between 5% and 50%.
The number of additional pre-launch Followers required to meet Funding Goal
 
Cost per Follower in [currency]
Ad spend in [currency]
Conversion Rate to Backer

Additional costs in [currency]

VIPs
People who pay $1 or more before the start of a Crowdfunding campaign, securing them an exclusive add-on and/or the cheapest price for your product. It is typical for 30% of these Followers to become Backers during the live Crowdfunding campaign, but the possible range is between 10% and 50%.
The number of additional pre-launch VIPs required to meet Funding Goal
 
Cost per VIP in [currency]
Ad spend in [currency]

Conversion Rate to Backer

Additional costs in [currency]

You did it! Now for the fun part. Enter your email to see your results, and we’ll also send an Excel-friendly version your way for safekeeping.

If you are looking at the numbers and have questions about what to do with them next, take a screenshot and post them in the Wrenegade Crowdfunding Discord server, tagging me @WrenegadeDan.

I’ll get back to you with advice as soon as I can!

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