Use Stretch Goals to Keep Your Campaign Momentum Strong

Stretch goals are a powerful way to keep excitement alive in your Kickstarter campaign. They go beyond hitting funding targets by offering backers something extra to look forward to—whether it's bonus items, upgraded materials, or additional content. When used strategically, stretch goals can increase engagement, motivate backers to share your campaign, and elevate your overall success.

Why are stretch goals important? Once your campaign reaches its initial funding target, stretch goals keep things fresh and give backers additional reasons to support and share your project. Thoughtfully planned stretch goals can maximize your campaign’s impact without adding unnecessary complexity.

What You’ll Learn in This Lesson

• What Stretch Goals Are: Understand the purpose and potential impact of stretch goals on your campaign.
• The Two Common Types of Stretch Goals:
  • Standard Stretch Goals: Unlock rewards tied to funding milestones.
  • Social Stretch Goals: Encourage engagement by setting social media-based targets.
• Best Practices for Setting Stretch Goals: Learn how to create goals that engage backers while maintaining campaign simplicity.

What Are Stretch Goals?

Stretch goals are additional rewards or enhancements unlocked when your campaign exceeds its funding targets. Some of the most common stretch goals include:

• Bonus items or accessories.
• Upgraded materials or premium versions of your product.
• Expanded color or design options.
• Additional content, such as extra levels in a game or bonus features.

While not mandatory, stretch goals can be an excellent way to maintain campaign momentum. However, they require careful planning to ensure they add value without introducing unnecessary costs or risks.

What Are Stretch Goals?

The what, why, and how of stretch goals.

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Types of Stretch Goals

Standard Stretch Goals

These are the most commonly used stretch goals and are tied directly to funding milestones. For example:

• Reaching $20,000 unlocks a new product feature.
• Surpassing $50,000 allows for an exclusive add-on.

Social Stretch Goals

Rather than being tied to funding, these goals focus on social media engagement and community involvement. Examples include:

• Gaining a specific number of social media followers.
• Reaching a target number of posts using a campaign hashtag.

Social stretch goals are a great way to expand your campaign’s visibility and encourage backers to promote your project.

For first-time campaign creators, it’s often best to start with one type of stretch goal to keep things simple and manageable.

Five Best Practices for Setting Stretch Goals

1. Know the Costs

Always calculate the total cost of each stretch goal, including manufacturing, shipping, and fulfillment expenses. Consulting with production partners in advance helps avoid financial surprises.

2. Engage Backers

Ask your community what stretch goals excite them the most. This interaction not only increases engagement but also encourages backers to spread the word about your campaign.

3. Reveal Goals Incrementally

Rather than announcing all stretch goals upfront, unveil new ones as previous goals are achieved. This allows you to adjust based on campaign performance and maintain excitement throughout the campaign.

4. Set Realistic Targets

Stretch goals should be achievable. If your campaign has raised $10,000, setting a stretch goal at $100,000 may feel unattainable and discourage backers. Instead, use incremental targets that keep your audience motivated.

5. Limit the Number of Stretch Goals

Too many stretch goals can lead to logistical challenges and increased production costs. Focus on a few high-impact goals that enhance your campaign without overcomplicating fulfillment.

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Who Is This Lesson For?

Whether you’re launching your first Kickstarter campaign or have experience but want to improve engagement, this lesson will help you integrate stretch goals effectively. If you’re looking to take your campaign to the next level, this guide will ensure your stretch goals add value without creating unnecessary complications.

Why Stretch Goals Matter

Stretch goals can turn a good campaign into a great one. They help sustain engagement, drive more pledges, and offer opportunities to enhance your product or rewards. However, effective stretch goals require strategic planning. By following these best practices, you can create realistic, compelling stretch goals that benefit both your backers and your campaign.