Marketing for a crowdfunding campaign isn’t exactly the same as traditional marketing.

Let’s say that marketing is cake. Traditional marketing is a standard cake you’d whip up from a box or simple recipe. Crowdfunding marketing campaigns, however, are their own kind of cake. They’re like a souffle. A souffle — when done right — delivers a kind of magical combination of lightness and richness. When done wrong, it just falls into a heap.

Souffles and crowdfunding can yield incredible results. But in both cases, you have to take a more nuanced approach to reach that outcome.

Baking Up Crowdfunding Success

A crowdfunding marketing campaign is different from traditional advertising efforts, and it needs to hit a specific sweet spot....