Don’t Keep the “Why” of Your Crowdfunding Campaign Hidden

Each day I get multiple tweets from project creators, asking for my social support. I try my best to give a look-see to them all and to spread the word if I think the project has legs and I feel the cause is worthy—a very loosely defined term and less about my personal tastes than the strength of the campaign’s message and its ability to hit its goal.

(Okay, sometimes it is about taste. It’s probably best not to ask me to retweet anything that includes the words “post-apocalyptic” or “zombie.” Crowdfunding is about innovative ideas and these just aren’t anymore, even when you tack on the words “with a twist.”)

When I looked at the Lion’s Thread Bow Ties campaign this morning I loved so many things about it, not least this great video that creatively depicts a day in the life of a guy that dons his Lion’s Thread bow tie and the poor sap who settles for one of those crummy old knotted things.

Pretty great, right? It’s entertaining and shows the product nicely. The problem is, after reviewing the campaign narrative; it didn’t dovetail with the video—meaning it failed to fill in blanks not included in the video. So I was left more questions than answers.

In the end, this campaign is not about the bow ties at all. It’s about the people behind the bow ties—the folks who began this initiative and the talented locals who make them—and I wasn’t given much about any of them until I sought it out myself.


“People don’t buy what you do; they buy why you do it. And what you do simply proves what you believe.”

That’s a Simon Sinek quote. Sinek talks a lot about knowing your “why,” and I quote him frequently because knowing your “why” is vital to your crowdfunding success.

Sometimes campaigns have no “why” and that’s the reason they fail. What’s sad it if they a terrific “why” but keep it hidden under a rock.

I tweeted them looking for some answers. Here’s the exchange we had throughout the day. (Click to enlarge.)


They didn’t take my bait.

So here are some things they could have done better to shine a light on their project:


I had to click on this link to discover the proceeds will support local Ugandan orphans


Sometimes pictures are worth a 1,000 words but in crowdfunding a picture without context can confuse. It would have been so much more effective to explain who the players are.


Along the same lines, I had to click on the full bio link in order to learn that these project creators really do have the chops to make this campaign work.

As of publication, the campaign has a little over three days to go. According to Kicktraq,it doesn’t look good. (Click to enlarge.)


But it’s hardly impossible.

Besides having a great cause, these bow ties are really sharp. Everyone should own one. Just re-watch the video of you don’t believe me. And then make a contribution.

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