Partial profile · Book Profile — full narrative profile planned
A Crowdfunder’s Strategy Guide Build a Better Business by Building Community
A veteran crowdfunder argues that the surest path to funding success is to stop making campaigns about you and instead build a community by putting your backers first.
A profile of this book is on the way.
What it’s about
Drawing on seven successful Kickstarter campaigns that raised over a million dollars for his board-game company Stonemaier Games, Jamey Stegmaier turns crowdfunding conventional wisdom on its head: it's not about money, it's about people. Through candid stories of his own mistakes, megaproject postmortems, and dozens of real-world examples across product categories, the book shows how community building, radical empathy, and trust-based relationships—not clever tricks or luck—drive both immediate funding and long-term business success. Whether you're an entrepreneur, artist, or inventor, you'll learn concrete steps to prepare, launch, and deliver a campaign that treats every backer as an individual, keeps promises, and lays the foundation for a lasting company. The core mantra—'Make it about them' and always ask 'What's the right thing for my backers?'—runs through every chapter.
The through-line
- Who it’s for
- An aspiring creator or entrepreneur who wants to bring a product, game, or passion project to life through crowdfunding and build a lasting business or fan base.
- The problem
- They need to raise money to create something new without a bank loan, investors, or a traditional gatekeeper. They feel anxious about asking for money, fear failure or launching wrong, and worry they're the only ones who care about their idea.
- The plan
- Spend months preparing: back other projects, blog, build community, secure art, reviews, budget, and shipping before launching.
- Launch only when 100% ready, sending personal appeals and thanking each backer as an individual.
- Put backers first—offer guarantees, fair pricing, stretch goals, and involve them in the creative process.
- Keep the campaign small, focused, and short, avoiding early-birds and exclusives.
- Deliver on schedule with transparent communication, then diversify to build a lasting business.
- The payoff
- A successfully funded project with a passionate, loyal community of backers. · A sustainable, community-driven business you can potentially run full-time. · Trust and lasting relationships with customers who become fans and advocates.
See our guide
Additional reading
- Start with Why · Simon Sinek
The book's core idea—'People don't buy what you do, they buy why you do it'—is central to crafting a compelling crowdfunding narrative that connects with backers on an emotional level.
- To Sell Is Human · Daniel Pink
Provides insights into the psychology of pitching and influence, such as the importance of making the audience (backers) feel like collaborators, which is a key strategy for engagement.
- Funding the Dream Podcast · Richard Bliss
A recommended resource for creators, offering interviews and specific insights into crowdfunding tactics and strategies.
- jamesmathe.com (blog) · James Mathe
A creator's blog recommended by the author for its detailed, list-based entries full of practical information for crowdfunders.
- Ready Player One · Ernest Cline
Recommended as an enjoyable alternative read for those who decide crowdfunding isn't for them, showing the author's engagement with geek culture.