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.
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?
It’s a time-limited campaign, so it has a natural end point. Low risk, high reward.
You can cancel anytime if it’s not going how you’d hoped.
You get higher returns per buyer: The average Kickstarter pledge is $25 (vs. ~$7 on Amazon).
You retain about 90% of your earnings after fees (vs. 70% or less with many retailers).
It’s “direct sales light”—you manage the customer relationship, but the platform helps with visibility and trust.
Russell broke it down into three campaign types that most authors can use:
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.
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.
Already have a strong fanbase? Consider launching related merch like pins, games, and world-building extras. Think outside the book!
Start simple: You don’t need sprayed edges and a $200 book box. A solid eBook and paperback offering can do wonders.
Offer a special edition: Add audio commentary, deleted scenes, or even your editor’s notes. Russell calls it “monetizing your creative garbage” (his words!).
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.
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.
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:
Write compelling copy
Build an email list
Engage your readers
Think like a marketer
And unlike other forms of testing, Kickstarter lets you get paid while you learn.
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:
Start building a mailing list now (like, today).
Create content in your genre: Review similar books, blog about tropes, post lists readers might search for.
Make yourself discoverable: Contribute to anthologies, start a podcast, offer to interview other authors.
Build community: Attend local events, join author groups, and (his favorite tip) create things people can join.
Got merch? Here’s how to stack it:
Offer base tiers (eBook, paperback).
Add merch tiers (pins, maps, stickers, etc.).
Use add-ons so backers can build their own bundles.
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.
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:
Fantasy
Sci-fi
Horror
Comics & graphic novels
Anything with monsters, magic, or mayhem
💔 Genres that struggle:
Contemporary romance
Domestic thrillers
Cozy mysteries (unless bundled with a strong author brand)
Russell’s biggest secret? He doesn’t think of Kickstarter as the finish line—it’s the starting block.
Use it to validate your ideas
Build out marketing assets
Craft emails, landing pages, and blurbs
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.
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.
Register for our next Speaker Series! Each month we host live Speaker Series sessions with book marketing and self publishing experts. Anyone can join the live sessions and Gold & Platinum Members can watch the recordings any time!