Let's Put On A Show

Elliot Kort

Category: Strategy


As communities develop online, an increasing number choose to strike out on their own and raise funds through online-only campaigns. Take, for instance, the example of author Neil Gaiman and his wife, musician Amanda Palmer. The duo decided to fund their forthcoming west-coast tour through the fundraising platform Kickstarter. An interesting idea? Sure. A revolutionary idea? Not necessarily. Kickstarter helps to fund all sorts of endeavors, from the creation of a new style of baseball scorecard to the production of card games. The intriguing aspect of Gaiman and Palmer’s project was how much money it made, and how quickly.

As Mashable reported, the project – which had an initial fundraising goal of $20,000 – received $65,000 in funding during the 48 hours after its launch. Their final total was $133,341. That’s a pretty startling number. It’s important to note, though, that Gaiman and Palmer are both prolific tweeters with 1,648,768 followers and 527,709, respectively. Both maintain extensive personal blogs on top of their professional pursuits. They connect regularly with their fans through whatever means are available to them.

At NJI Media, we believe in engagement. We encourage all of our clients to maintain connections with their diverse communities through social media. Strong engagement breeds strong connections. Platforms like Kickstarter allow fans and activists to literally take ownership of a project and support it directly. We believe, in the future, online fundraising (where benefactors can see the direct results of their investments) will become the norm, with a large base of donors chipping in to bring an idea into reality. The stronger our communities become, the more likely people are to invest in them.

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