A Crowdfunder’s Strategy: A Late Look at Jamey’s Book

Who? Jamey Stegmaier, co-founder and president of Stonemaier Games, and author of A Crowdfunder’s Strategy: Build a Better Business By Building Community. Games from Stonemaier include Viticulture and Scythe.

What? This is a look at, rather than a review of, Jamey’s book. I haven’t read the physical book cover to cover, although I am familiar with the material, having read it (usually in fuller form) on the Stonemaier website.

When? I’m writing this in early November 2016. Jamey’s book was published in September 2015. So is this really a late look? I think that it is, partly because 14 months is a long time on the web, where crowdfunding happens.

The book is written for creators of reward-based crowdfunding projects, such as the project that Jamey created for Scythe on Kickstarter. In return for funding the project, backers received rewards, mainly in the form of the game itself. They did not receive equity in Stonemaier Games; had they done so, we’d be talking about equity-based crowdfunding.

The primary explicit message of the book is “that you will significantly increase your odds of crowdfunding success if you focus on building community, empathizing with supporters, and developing trust-based relationships.” You might already have guessed that from the book’s subtitle (“Build a Better Business By Building Community”).

A secondary, less explicit, but still vital message of the book is that: in crowdfunding, details matter; and there are a lot of details to consider, and decisions to make, before, during, and after a crowdfunding project.

Jamey discusses many of the decisions and details involved in crowdfunding. He does so using his experience as the creator of multiple Kickstarter campaigns for tabletop games. I think that he generalizes well from his own experience: he is keen to share the lessons he learned, while being careful not to over-generalize. I find him to be an engaging writer, but you can judge that for yourself using the online sample chapter.

Do I recommend A Crowdfunder’s Strategy? Yes! Am I going to address some specific qualms you might have about giving Jamey and his book your time, attention, and (possibly) money? Yes! Am I going to carry on in Q&A (question and answer) format? Yes!

Do I recommend it for projects other than tabletop games? Yes. The book was intended from the start for “all types of entrepreneurs who are intrigued by the idea of crowdfunding”. The book as published is true to this intention.

Do I recommend it for platforms other than Kickstarter? Yes. It’s about crowdfunding and community, rather than about the specific platform Jamey and Stonemaier used. It does include a paragraph on each of multiple platforms, but that’s the sort of content that can rapidly become out of date, and hence may be better accessed on the web than in a book.

Do I recommend it, given that Jamey has blogged much of the same content? Yes. The book is not a hasty paste of words from the web. The content was largely rewritten, and then organized and edited to make a coherent book. I should add that I recommend both the book and the blog: they are complements, rather than substitutes.

Do I recommend it, given that it was published over a year ago? Yes. The main lessons on crowdfunding and community are still valid. For example, Jamey explains mistakes he made, so that his readers don’t have to: those mistakes are still easy to make, and well worth avoiding.

Do I recommend it, even for people who may never create a crowdfunding project? For some specific groups of people, yes. You may be researching a school or college project. You may be a fan of Stonemaier Games interested in the background to the games themselves. You may be interested in how the tabletop game business is changing; it has certainly changed a lot over the last few years, with many of the changes related to crowdfunding.

Having recommended the book, I’ll close by pointing out one of the ways in which a blog may be better than a book: it may allow discussion of its own content. So feel free to leave a comment here. Thank you!