Kickstarter and Indiegogo are the two dominant crowdfunding platforms, but they're not interchangeable. Each has distinct strengths, weaknesses, and cultural norms that make one or the other better suited for different types of projects. Understanding these differences is critical to choosing the right platform for your campaign.
Platform Overview
Kickstarter, launched in 2009, pioneered the rewards-based crowdfunding model. It's known for creative projects—games, films, music, art, design, technology. Kickstarter maintains a rigorous vetting process and all-or-nothing funding model that has become synonymous with crowdfunding credibility.
Indiegogo, founded in 2008, was originally focused on independent film but expanded to include all types of creative projects and, crucially, product launches. It offers more flexibility than Kickstarter with both all-or-nothing and flexible funding options.
The All-or-Nothing Model vs. Flexible Funding
The most fundamental difference is the funding model. Kickstarter uses exclusively all-or-nothing funding: if you don't reach your goal, you get nothing. Indiegogo offers both models.
Why All-or-Nothing Often Wins
All-or-nothing creates psychological urgency that drives backers to commit. It also protects creators—if you raise only 30% of your goal, you likely can't fulfill rewards, so better to get nothing and try again. Studies show that all-or-nothing campaigns have higher success rates and higher average funding.
When Flexible Funding Makes Sense
Flexible funding can work for projects where partial funding still helps. If you need $50K to produce at scale but $20K lets you produce a smaller run or offer fewer perks, flexible funding might be appropriate. However, flexible funding campaigns often struggle with perceived risk—backers wonder why you didn't hit your goal.
Success Rates and Volume
Kickstarter reports an overall success rate around 37%, though this varies dramatically by category. Technology projects have lower success rates; music and theater often exceed 50%.
Indiegogo doesn't publish comprehensive success rates, but estimates suggest they're lower. However, Indiegogo's more permissive approach means the average campaign there might have lower standards, making direct comparison difficult.
Audience and Discovery
Kickstarter has stronger brand recognition and a more engaged community of backers actively looking for projects to support. The platform has built-in discovery features that surface projects based on popularity and relevance.
Indiegogo has historically attracted more tech and product-focused campaigns, making it better for hardware and innovation projects. However, this has blurred as both platforms have expanded.
Project Vetting and Quality Control
Kickstarter vets projects before they launch—they reject projects that don't meet guidelines, seem scammy, or lack clear plans. This vetting provides backer confidence but means longer approval times (up to several days) and potential rejection.
Indiegogo's vetting is less rigorous, allowing faster launches but potentially more low-quality or fraudulent campaigns. This creates a higher noise-to-signal ratio and can make it harder for quality projects to stand out.
Fees and Financials
Both platforms charge 5% of funds raised on top of payment processing fees (typically 3% + $0.20 per pledge).
- Kickstarter: 5% platform fee + ~3% payment processing
- Indiegogo: 5% platform fee + ~3% payment processing
Fees are essentially identical. The difference comes in other financial services: Indiegogo offers flexible payouts and more options for international creators.
Category Strengths
Kickstarter Strongholds
- Board games and tabletop games (massive category on Kickstarter)
- Film and video projects
- Music recordings and tours
- Comics and publishing
- Art and design projects
Indiegogo Strengths
- Hardware and tech products
- Early-stage innovation
- International campaigns
- Campaigns needing flexible funding
InDemand: The Post-Campaign Bridge
Both platforms offer InDemand programs that let successful campaigns continue selling after their campaign ends. This is particularly valuable for ongoing product availability and extends the runway for conversion.
Recommendation
For most creative projects—games, films, art, music, design—Kickstarter is the clear choice. Its brand recognition, community engagement, and quality control create better conditions for success.
For hardware, tech products, or campaigns that might need flexible funding, evaluate both carefully. If you have a proven concept with a strong marketing plan, Indiegogo's flexibility might serve you. If you're breaking new ground and need to build trust with early backers, Kickstarter's vetting might matter more.
