We love spotlighting innovative ways authors can grow their audience and fund their publishing dreams. And in our July Speaker Series session, we dove deep into a strategy that’s equal parts empowering, lucrative, and a little misunderstood: crowdfunding.
Emma from our team sat down with USA Today bestselling author and Kickstarter wizard Russell Nohelty, and let’s just say—this one’s a goldmine for indie authors at any stage. Whether you’re Kickstarter-curious or ready to hit “launch,” Russell shared the kind of candid, tactical advice that had us all taking notes.
🎯 What Is Crowdfunding And Why Should Authors Care?
At its core, crowdfunding is a form of direct sales. You’re not just publishing a book, you’re rallying a community to help bring it to life. Kickstarter, specifically, is Russell’s platform of choice, and he’s got the track record to prove it: $650,000+ raised over 50 campaigns, mostly publishing-related.
Why Kickstarter?
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It’s a time-limited campaign, so it has a natural end point. Low risk, high reward.
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You can cancel anytime if it’s not going how you’d hoped.
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You get higher returns per buyer: The average Kickstarter pledge is $25 (vs. ~$7 on Amazon).
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You retain about 90% of your earnings after fees (vs. 70% or less with many retailers).
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It’s “direct sales light”—you manage the customer relationship, but the platform helps with visibility and trust.
✅ What Makes a Great Campaign?
Russell broke it down into three campaign types that most authors can use:
1. Anniversary Campaigns
A celebration of a previously published book—new cover, extra content, maybe a map or pin. The book is already done and loved, making this a low-stress entry point.
2. Second-Chance Campaigns
For that book your readers loved, but which didn’t quite get traction. Maybe the market has shifted. Maybe you’ve got better visibility now. Either way, it’s a great chance to relaunch and give it new life.
3. Brand Expansion Campaigns
Already have a strong fanbase? Consider launching related merch like pins, games, and world-building extras. Think outside the book!
💡 Pro Tips from a Kickstarter Pro
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Start simple: You don’t need sprayed edges and a $200 book box. A solid eBook and paperback offering can do wonders.
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Offer a special edition: Add audio commentary, deleted scenes, or even your editor’s notes. Russell calls it “monetizing your creative garbage” (his words!).
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Use it as a testing lab: Kickstarter can help you dial in your messaging, blurbs, pricing, and cover design before you go wide on retailers.
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Get strategic with your backers: Kickstarter gives you a list of who pledged and how much. Now you know who your most passionate readers are.
🧠 Mindset Check: It’s Not Just About the Money
Russell made a key point here that’s worth repeating: Kickstarter is hard not because it’s a bad platform—but because marketing is hard. Campaigns force you to do the things that move the needle:
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Write compelling copy
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Build an email list
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Engage your readers
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Think like a marketer
And unlike other forms of testing, Kickstarter lets you get paid while you learn.
😰 No List, No Problem?
Well… kind of.
Russell was refreshingly honest: launching anything without a platform—Kickstarter or not—is tough. But if you’re early in your career, here’s what he suggests:
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Start building a mailing list now (like, today).
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Create content in your genre: Review similar books, blog about tropes, post lists readers might search for.
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Make yourself discoverable: Contribute to anthologies, start a podcast, offer to interview other authors.
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Build community: Attend local events, join author groups, and (his favorite tip) create things people can join.
🎁 What to Offer in Your Campaign
Got merch? Here’s how to stack it:
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Offer base tiers (eBook, paperback).
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Add merch tiers (pins, maps, stickers, etc.).
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Use add-ons so backers can build their own bundles.
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Create book boxes (small, medium, large) for your superfans.
And yes, if you’ve already got physical products, Kickstarter is a great way to test what actually sells.
📚 What Genres Work Best?
Hot tip: Kickstarter isn’t a mirror of Amazon. Some genres just do better on the platform. Here’s a quick breakdown:
🚀 Genres that thrive:
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Fantasy
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Sci-fi
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Horror
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Comics & graphic novels
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Anything with monsters, magic, or mayhem
💔 Genres that struggle:
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Contemporary romance
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Domestic thrillers
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Cozy mysteries (unless bundled with a strong author brand)
🧪 Use Kickstarter to Test, Refine, and Grow
Russell’s biggest secret? He doesn’t think of Kickstarter as the finish line—it’s the starting block.
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Use it to validate your ideas
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Build out marketing assets
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Craft emails, landing pages, and blurbs
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Then repurpose all of it for your wider launch
By the end of a campaign, you’ve got a launch plan, a built-in buyer list, and if all goes well, a tidy profit.
Final Thoughts
Crowdfunding can feel like a big leap but it’s also a brilliant way to take control of your publishing journey. Whether you’re funding a deluxe hardcover or just trying to find your first 100 superfans, Kickstarter can be an incredible tool in your author toolbox.
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