Building Your Campaign

Telling Your story – Use the video

  • Make a short video (1-3 minutes) that expresses your goals and intentions.
  • The first ten seconds of your video count. First impressions are everything.
  • If constructed wisely, this segment of your video can be leveraged as a YouTube banner ad and as a long-term piece of marketing collateral as you continue to grow your business.
  • Star in the video yourself to make it more personal.
  • Give contributors a sneak peak of your project, product, film, etc.
  • Use music to set a tone for the video and the campaign.
  • Make sure the video is clear and concise; visuals help.
  • Invite your audience to join you on your journey; you are not just asking for money.
  • End with a clear call to action.

Describe your project – Why should people support your project

  • Put the most important information first.
  • Tell a compelling story, and keep it short.
  • Explain exactly why you are raising money.
  • Share details about yourself, your team, and important events or people that shaped your project.
  • Build trust with a specific budget breakdown.
  • Spelling and grammar are important, so be sure to proofread.
  • Break long text into sections with headings.
  • Include pictures of your rewards in the pitch text. They add personality and help break up lots of copy.

Small Image, Title & Short Description

  • Make sure your image is both interesting and relevant to your campaign. This information is what people will see on the imeela landing page, and they should be compelled to click on it.
  • Your title and short description are like the headline and subhead of your project — make sure you include everything someone would need to know for them to want to contribute.

Contributions & Reward Strategy

  • Make reward names and descriptions clear.
  • Ensure you can fulfill rewards and still complete your project.
  • Call out the urgency of reward availability related to the length of your campaign. Use words like “limited edition,” “exclusive,” and “early-bird.”
  • Create rewards that will connect the contributor to the project emotionally as well as physically.
  • Consider your reward pricing strategy — offer a NGN5,000 reward and a NGN20,000 reward to incentivize funders with varying disposable incomes.
  • Be reasonable with your reward prices. Offering a magnet and mug for NGN50,000 or a t-shirt for NGN100,000 wont encourage contributions.
  • Make sure to tell contributors to add the cost of shipping; or include it in the rewards’ value if it is a physical good.


  • Add links to Facebook, Twitter, and other social media channels related to your campaign.
  • Add links to your business/other website — outside links help legitimize your campaign.
Start your own project