What to include in a crowdfunding press kit
Give journalists, creators, and newsletters the assets they need to understand and feature the campaign quickly.
Make the story easy to reuse
A press kit should help someone understand the campaign in minutes. Include a short product description, creator background, launch dates, campaign link, reward price, shipping estimate, and the strongest product images.
Do not make partners dig through the full campaign page to find the angle. Give them a simple story: problem, product, proof, audience, and why now.
- One-sentence description.
- Short and medium product descriptions.
- Launch date, campaign URL, pricing, and availability.
Prioritize clean assets
Provide product photos, lifestyle images, transparent PNGs, short video clips, logo files, and founder photos. Avoid forcing partners to crop screenshots from the campaign page.
Assets should be named clearly. A file called hero-product-front-white.jpg is more useful than IMG_4821.jpg.
- Include horizontal, vertical, and square images.
- Add short clips under 15 seconds for social use.
- Provide images without heavy text overlays.
Include proof points
Prototype status, patents, awards, test results, previous launches, manufacturing partners, and customer research can help a publication decide whether the project is credible.
Only include proof that you can support. A press kit should make the campaign easier to verify, not inflate claims.
- List prototype and production status plainly.
- Include links to public proof when available.
- Avoid claims that require private context to understand.
Make outreach faster
The press kit should reduce back-and-forth. Include a contact email, sample subject lines, quote options, and a short founder bio.
Creators, newsletters, and journalists move quickly. The easier the kit is to use, the more likely the campaign gets covered accurately.
- Put the most important files in one folder.
- Add a one-page PDF summary.
- Make permissions for image use clear.
Campaign planning resources