How to Raise Money For Your Book: Crowdfunding with Cialdini's Principles of Persuasion

Launching a crowdfunding campaign for your book can be a daunting task. In addition to choosing a crowdfunding platform, writing the copy for your campaign, and pulling together compelling images and rewards for contributors, you have to think about how to drive traffic to the campaign once it launches. 

We spoke with one of our authors, Arthi Vasudevan, for advice on what to do after your crowdfunding campaign has launched to generate audience excitement and contributions. Arthi is a cybersecurity expert who has run two successful crowdfunding campaigns for her children’s series Cyberama. She shared that marketing expert Robert Cialdini's Six Principles of Persuasion was a helpful framework that significantly enhanced her chances of success. Leveraging these principles is an effective strategy to raise money for your book project.

Arthi emphasizes the importance of integrating marketing throughout the entire lifecycle of book creation and sales. “While your story matters, a clear marketing strategy and targeted channels are essential when running a successful Kickstarter campaign.”

1. Know Your Network

Before you even launch your campaign, take time to analyze your network. If you regularly post on a certain social media platform and have a huge follower base, you should try to leverage it more. For Arthi, she knew that LinkedIn would yield more support than Facebook or Instagram. By focusing your efforts where your strongest connections lie, you increase your chances of engaging potential backers who are genuinely interested in your project. “You don’t need to dive deeply into metrics, but having a high-level understanding of which platform works best for you will save time and reduce stress,” she said.

2. Liking: Personal Connections Matter

One of Cialdini's principles is "liking," which emphasizes the power of personal connections. Family and close friends are often your most enthusiastic supporters. Arthi shares that, “When I launched my Kickstarter campaign for Cyberama 2, I reached out to my inner circle with personalized messages. For instance, I texted friends: ‘Hi X, I'm launching a Kickstarter campaign for Cyberama 2. Would LOVE for you to pledge by pre-ordering a copy for your kids Y and Z.’ Direct contact with your closest connections will ensure that the people most likely to support your campaign won’t miss it in their feeds. Including their children’s names made the outreach even more personal. This approach proved far more effective than mass emails, leading to increased engagement and support. Sometimes, sending reminders to close friends can seem awkward, but remember it’s your project, so get comfortable being uncomfortable.”

3. Reciprocity: Give to Get

The principle of reciprocity suggests that people are more likely to give if they feel they have received something in return. Arthi noticed that, “individuals who had received free copies of Cyberama 1 at an event were kind enough to reshare my posts, providing valuable visibility—even if they didn’t pledge.” Their support underscored the importance of building goodwill and community around your project.

4. Consensus: Social Proof is Powerful

Leveraging social proof can significantly boost your campaign's credibility. “During my fundraising efforts, I featured influential figures related to my story in an illustration, after seeking their permission, as I genuinely wanted to highlight their great work for the cybersecurity community. Then I offered limited spots for the public to be included in the illustration too for a fee. While this approach (unintentionally) created a sense of scarcity, it also encouraged potential backers to feel part of a larger, exciting community. Including kids’ faces in the artwork also resonated deeply with families, encouraging them to pledge and share,” said Arthi. 

5. Authority: Establish Credibility

Establishing authority is essential when asking for support. “I’d been conducting complimentary workshops on relevant topics for a couple of years and providing a few free resources, gaining the trust of my audience, which translated into generous backing. People appreciate expertise and are more willing to support those they see as knowledgeable and as a community leader,” said Arthi. Showing your network that you are serious about making a difference in your field and the community makes them more likely to trust you with their investment.“Additionally, I featured my friend’s kids in the project at no charge, as their encouragement was instrumental throughout my journey,” she added, “It’s important to remember and honor those who’ve been constantly supportive of your mission and book journey.”

6. Commitment and Consistency: Engage Previous Backers

Cialdini’s principle of commitment and consistency highlights the importance of reinforcing relationships with your backers. Arthi said that she “reached out to previous supporters of Cyberama 1, expressing how their ongoing support had propelled my mission forward. This not only reminded them of their initial commitment but also encouraged them to continue their support in the new campaign.” Showing her first backers that they helped educate children on Internet safety proved that she was consistent and committed to the mission, which helped her backers reciprocate that commitment. 

Conclusion

Running a crowdfunding campaign for your book can be an exhilarating experience if approached strategically. It can also be extremely stressful if not planned well. By knowing your network, leveraging personal connections, demonstrating authority, and utilizing principles like reciprocity and social proof, you can enhance your campaign's appeal. With these strategies in place, you’ll be well-equipped to navigate the world of crowdfunding, ultimately bringing your literary project to life. “Adding optimism to this list will help you stay grateful for backers’ support and keep the excitement alive for the book launch. And don’t forget to get creative in engaging some of the backers for a book launch party if it is feasible. Running a Kickstarter campaign can test your grit and patience. But remember—YOUR story matters and deserves to be shared with the world. Don’t hesitate to ask for help, whether from Wise Ink experts or your community. You got this!”

For more insights on crowdfunding a self-published book or the best crowdfunding sites for authors, subscribe to the Wise Ink newsletter. To learn more about Arthi and her work in cybersecurity education, visit her website. Happy fundraising!