Setting Your Campaign Goal

Setting a funding goal is one of the most crucial steps in launching a successful Kickstarter campaign. It’s not just about picking a number—it’s about understanding your financial needs, planning for costs, and ensuring your goal is both realistic and achievable.

In this lesson, we’ll walk you through how to determine the right funding goal, anticipate hidden expenses, and leverage stretch goals to keep momentum strong.

What You’ll Learn in This Lesson

• How to calculate your funding goal
• Building a realistic campaign budget
• Commonly overlooked costs and how to plan for them
• What’s achievable based on your audience and reach
• Stretch goals: how they can boost your campaign

Who Is This Lesson For?

This lesson is ideal for creators at any stage, but especially beginners who need to understand the financial side of their campaign. Whether you’re launching your first project or refining your approach, this guide will help you set a funding goal that works for you and your backers.

The All-or-Nothing Approach: Why Your Goal Matters

Kickstarter operates on an all-or-nothing funding model. That means if you don’t meet your campaign goal, you won’t receive any of the pledged funds, and backers won’t be charged. Why? Let us explain…

• It creates urgency and encourages backers to pledge early.
• It reduces risk—you won’t be stuck delivering a project without enough funds.
• It helps build trust with your audience by ensuring you only move forward with full funding.

Choosing the right goal is the first step toward making your project a reality.

How to Set the Right Funding Goal for Your Kickstarter Campaign

Tips and Strategies for Determining an Achievable and Effective Goal

Kickstarter Blog: Crowdfunding Tips, Stories & InsightsKickstarter Staff

How to Calculate Your Funding Goal

Your funding goal should cover everything you need to deliver on your promises—no more, no less. Here’s what you need to consider:

1. Your Financial Needs

Start by identifying all the costs associated with bringing your project to life, including:

• Reward production – The cost of making and fulfilling backer rewards.
• Manufacturing and materials – What’s needed to produce your product.
• Labor costs – Any team members, contractors, or specialists involved.
• Shipping and packaging – Fulfillment costs, including international shipping.
• Taxes and fees – Kickstarter takes a 5% platform fee, plus payment processing fees (3-5%).
• Other expenses – Marketing, equipment, or anything else specific to your project.

Pro Tip: Research these costs thoroughly—underestimating can lead to delays, while overestimating can turn away backers.

2. Overlooked Costs That Could Impact Your Campaign

One of the biggest mistakes creators make is forgetting hidden expenses. Here are a few to watch out for:

• Minimum order quantities (MOQs) – If you’re manufacturing a product, your supplier may require a minimum number of units. Not meeting this could derail your entire campaign.
• Unexpected taxes and fees – Import duties, VAT, and platform fees can add up quickly.
• Backup budget – Things rarely go exactly as planned. Build in a small buffer for surprises.

How to Create an Expert Kickstarter Budget

Budgeting may not seem like a sexy topic, but it’s one of the most crucial steps for a successful campaign.

Kickstarter Blog: Crowdfunding Tips, Stories & InsightsKickstarter Staff

3. What’s Achievable?

Once you know your costs, the next step is setting a goal that makes sense for your audience and marketing efforts. Ask yourself:

• How much funding can I realistically raise?
• How big is my existing audience?
• How much time and effort can I dedicate to promotion?

Most campaigns rely heavily on backers from within their network. A good way to estimate your goal is:

Funding Goal ÷ Average Pledge Amount = Number of Backers Needed

Being realistic is key. Aiming too high without the audience to support it can lead to a failed campaign. On the flip side, setting a goal too low could make it difficult to deliver your project successfully.

What Are Stretch Goals?

The what, why, and how of stretch goals.

Kickstarter Blog: Crowdfunding Tips, Stories & InsightsKickstarter Staff

Stretch Goals: Are They Worth It?

Stretch goals are a way to keep momentum going after reaching your initial goal. They allow you to unlock new features, upgrades, or rewards as additional funds come in.

Announce them on your campaign page and social channels to build excitement.

However, stretch goals can increase costs and complexity. Plan ahead to ensure they won’t negatively impact your ability to deliver.

Start Planning Your Kickstarter Campaign Today

Your funding goal is more than just a number—it’s the foundation of your entire campaign. With careful planning and realistic expectations, you’ll set yourself up for success.

Looking for more guidance? Visit our Help Center for in-depth resources, or dive into our Creators Tips and Creator Resource Hub for even more expert insights tailored just for you!