Kickstarter vs. Indiegogo: Which Crowdfunding Platform is Best

Kickstarter and Indiegogo are the leading rewards-based crowdfunding platforms. As experts in this field, we always get asked this question: which platform is the best? The answer to this question is, well it depends! We breakdown our perspectives regarding the strengths of each platform below:

Public Relations and Audience/Reach

Kickstarter Indiegogo
25 Countries & Territories 223 Countries & Territories
23 Million Average Traffic 14 Million Average Traffic
25 Currencies 25 Currencies
39% Success Rate 9.8% to 17.1% Success Rate
474,437 Campaigns 370,370 Campaigns
$11,255 Average Raise $4,126 Average Raise
$5,339,639,206 Total Pledges $1,488,332,081 Total Pledges

Data From Multiple Sources

For Public Relations and Audience/Reach, Kickstarter would be the winner. The platform receives a higher amount of traffic, and features more campaigns for people to browse.

Campaign Tools and Service

Kickstarter Indiegogo

  • Staff is too small to talk with creators
  • FAQ Community and Support Email
  • Days-to-Weeks to respond to requests

  • Dedicated Campaign Support Staff
  • Prelaunch Consultation for Rainfactory’s clients
  • Daily responses to requests
Setup Tools:

  • Prelaunch Page
  • Instant Email Notification on Launch
Setup Tools:

  • Prelaunch Page with AB Testing
  • Manual Email Download
  • Facebook & Google Tracking on Email Signups
Campaign Tools: 

  • Add-Ons at Checkout (Beta Feature)
  • Flash Sale Timed Rewards
Campaign Tools: 

  • Add-Ons at Checkout
  • Secret Perks
  • Instant Campaign Extension
  • InDemand for Endless Pre-Order Revenue
Marketing Tools

  • Google Analytics
  • No API Access for Agencies
Marketing Tools: 

  • Google Analytics
  • Facebook Pixel
  • Google Pixel
  • API Access (for Rainfactory)
Platform Promotions: 

  • Selectively features campaigns based on how “cool” they are
  • Newsletter curated by hand
Platform Promotions: 

  • Features products based on performance & ROI
  • Pay-for-performance website and newsletter features (for Rainfactory)
Communications Tools:

  • Backer Updates with ability to hide publicly
  • No Email Access until Campaign End
  • Backer DMs
Communications Tools:

  • Backer Updates are public
  • Instant Email Access for Direct Communications
  • No Backer DMs
  • Campaign Comments Section
Payment Tools

  • Processing by Stripe
  • Cards Processed at End of Campaign, causing up to 30% failed charge attempts
  • Backers Can Instantly Cancel Pledge
Payment Tools

  • Processing by Stripe
  • Cards Processed Upfront, allowing backers an opportunity to resolve if the credit card fails
  • Backers Can Process Refunds In-Campaign
Finance Tools: 

  • None (only third party options)
Finance Tools: 

  • Partnership with Clearbanc for advance funds in-campaign

  • Backer Surveys
  • CSV Download for Shipping partners

  • No Backer Survey Integration
  • Ability to upload Shipping Tracking Numbers
  • CSV Download for Shipping Partners

Data From Multiple Sources

For Campaign Tools and Service, Indiegogo would be the winner. Their systems offer a seamless transition per campaign phase and the platform provides in-house tools to increase the likelihood of a successful campaign. The InDemand feature comes in very handy as well during the post-campaign phase as it may serve as a good temporary landing page before you switch over to an e-commerce platform.

Crowdfunding may be the quickest way to turn your idea into a reality but your success is mainly dependent on your campaign strategy. Whether you choose Indiegogo or Kickstarter, Rainfactory will provide you with a crawl, walk, run approach to scaling your campaign while optimizing the entire funnel. With our years of experience, we thought it would be best to share our knowledge through a Crowdfunding Handbook that deep dives into what it takes to create a dramatically successful crowdfunding campaign for your hardware startup.

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