I’ll start, as I sometimes do, with a confession: I’ve not
been especially interested in crowdfunding books. At the heart of my
not-especially-well-founded objection was the thought that readers are already
investing in my books by purchasing them, so how could I ask them to make an
even greater investment up front, to help me produce them?
Then Karen E. Lewis,
illustrator of my book Amazing Alaska,
send me a link to her crowdfunded appeal on Kickstarter for a project called Grandmother Fish. When I clicked
through on the link, the proverbial light bulb went on.
No matter how it’s published, every book has investors. First
and foremost, there’s the author, who invests no small amount of time and—in
many cases—cold, hard cash, paying for publicists, author tours, book launch
events—and that’s not even getting into the costs of independently publishing a
book with a professionally designed cover and top-notch editing.
In every aspect, the traditional publishing industry is all
about investing in a product. As with all investors, the key players, be they
agents or editors or publishers, are taking a risk on their investment in hopes
of a return. What I didn’t get until I looked at Karen’s project is that
investors in a well-crafted crowdfunded book project also get returns of a kind,
in the form of creative products (and involvement) that they’ll find nowhere
else. The best-crafted projects make them genuine partners.
The best part about crowdfunding your book? You’ve got a
ready-made, boots-on-ground team of fans, aka word-of-mouth.
With 26 days to go, the Grandmother Fish project has already
exceeded its goal, while other book projects by friends of mine have gone
unfunded. What’s the difference?
·
For this project, there’s real value for
investors at each level. Even at the lowest level ($15), you get an e-book
(including artwork), wallpaper images for your computer, and your name listed
in the back matter of both the electronic and print editions.
·
There’s a limited sponsorship level, for early
backers—the sort of extra-value, limited offer deal that everyone loves. (Yup,
it’s sold out!)
·
There’s a pledge level that allows you to give
to others—a matching book shipped to an education-oriented nonprofit.
·
There’s ample evidence that the project is
well-conceived and professional: video footage of children’s reactions as the
book is read to them, a complete pdf of the book in draft, testimonials about
the writer and artist.
·
There’s humor. Without getting into a debate
over creationism vs. evolution, you have to love that a project subtitled “A
Child’s First Book of Evolution” offers a special “Wait, I’m a Creationist”
level of sponsorship: “Do you *hate* the idea that we're teaching little kids
about Evolution? Want to burn the books in protest? At this special level
you get ten copies of the book, plus a specially illustrated book of
matches so you can light the pile of books on fire as soon as they arrive!”
·
Karen and writer Jonathan Tweet, who Karen
describes as the real engine
behind the project and the kickstarter campaign, have covered all
the bases. Even the “Risks and challenges” section points to the inevitable
success of this project: “The book is written and the art is underway. The
major content questions are settled, and all that remains is putting the book
together. Even if Jonathan or Karen were hit by a bus, the rest of the team
could carry the project to completion.”
·
It’s part of something larger: “If Grandmother Fish is successful, it
could be the start of a line of books and games that introduce science concepts
to children. We have already made valuable contacts in the science-education
community that could help us succeed with future books, games, and apps.”
·
It includes Dino-Wars (who doesn’t love
Dino-Wars?), meaning investors get to be part of the creative process: “We’re
going to include one dinosaur in the book, and as a backer you get to help choose
which one. When you pledge, leave a comment telling us whether you want Karen
to illustrate a Tyrannosaurus Rex or a Triceratops.”
·
It’s clear that the author and illustrator have
already made a major investment. Of the author’s journey: “He started the
project fifteen years ago when his daughter was little. Last year, he added the
interactive motions and sounds, which make the book click with young children.
Reactions to the book were so positive that he decided to raise funds for it
here on Kickstarter. Is the world ready for an evolution book for
preschoolers? Jonathan’s betting that it is.”
·
It’s a great project—well-conceived and
professionally rendered.
·
Last (but most definitely not least), it’s clear
why this particular book needs to be crowdfunded: “US publishers consider
evolution to be too “hot” a topic for children, but with your help we can make
this book happen ourselves.”
None of this happened by accident. As Karen points out, the book’s author, Jonathan Tweet, “worked
hard to understand his audience and gain support, reviews and attention for the
book ahead of time. He is also working with a Kickstarter consultant to
understand what works - and what doesn’t - for social media crowd funding. And
he’s still hard at work - setting up interviews and making daily posts and
updates to the project's Facebook account and Kickstarter page. It’s a full
time job and hard-hitting publicity tour before the book is even finished.”
For her part, Karen adds, “I’m
not a natural self-promoter. I work hard to find ways to promote the
project with posts, in context, that have integrity. Talking about work in
progress or the development of sketches and characters, for instance, feels
much more natural than shouting BUY MY BOOK!!! BUY MY BOOK!!! over and over
again.
She
also notes the importance of having a project that you—and your backers—believe
in. “While this may seem obvious to a (passionate) writer or illustrator of
children’s books,” she adds, “it’s important to note that there’s no guarantee
of making a bunch of money. We set modest but realistic goals that, now met,
will make it possible to produce a wonderful little book and cover our basic
costs.”
The
best part, according to Karen? “We get to make our book! . . . which is pretty
wonderful, as is getting feedback and support from a community of folks who
think our concept and sketches have promise.”