Best Practices

Before you start campaigning

Launching a campaign is more than filling out a few forms. This is a huge step in making your idea our reality. Make sure to put thought into everything you do.
Have a solid plan
  • You can’t launch a campaign, go on autopilot, and expect money to come rolling in. Successful campaigns are built on solid plans.
  • In fact, Richard Swart, director of research at the Program for Innovation in Entrepreneurial and Social Finance at the University of California, Berkeley, found that campaigns that successfully raised $100,000 spent at least 200 hours preparing for a crowdfunding effort and an average of 136 hours managing it--all before pledged funds hit the bank.
You should be able to check these items off your list before raising money.
  • Your product has traction and have a least a few investors offline that will back you up.
  • Have a clear plan of what you will do with the funds if you’re successful (this includes an in-depth financial document).
  • Have a solid brand story behind all of the technical aspects.
  • "Every great brand story is centered around the consumer overcoming an obstacle to gain a treasure." - Marvin Abrinica, Thrivera's Guide to Brand Storytelling
Make it personal
  • People fund people, not just ideas - this is why the feature video is so important. Introduce the entrepreneurs and capture their passion.


We are telling your company's story through this campaign, so each piece is crucial to how investors will see you.
Short Description
  • Under 150 characters, describe your business. Investors should understand what you are and what you're doing. Avoid using cliche comparisons such as "Uber for plants" or "Uber for groceries." Trust us, you’re not the first one to think of it and investors get tired of listening to the same pitch repeatedly.
  • This is the same 150 characters that will appear on the "Browse" page and probably the first description investors will see about your company, so make it count.
Long Description
  • In a paragraph, explain what your business does in simple, straightforward language and eliminate buzzwords such as "innovation" and "disrupt". Be specific about the problem you’re solving and how you’re solving it.
  • Talk about your vision for the world and explain to investors why this is a big deal.
  • Write it in a language that you would use in everyday conversation.
  • Include any major achievements you’re most proud of to excite investors and prove this is more than an idea. Investors wants to know how fast you’re growing and how you’re dominating the market.
  • From the list given, choose one or multiple that will be tagged with your campaign so investors can find you more easily. When you choose an industry, you should consider yourself an expert in that industry and be able to answer questions about where your product or service fits into that industry.
Funding Goal
  • According to crowdfunding rules, you can raise a maximum of $1,070,000 and on Wunderfund, a minimum of $25,000. This doesn’t mean pick the higher number and try to raise as much as you can.
  • Good funding goals are set based on actual expenses. You should have financial documents showing how you will spend every dollar you are planning to raise. This gives you credibility to investors and provides trust about what you are doing as a business.
Should you allow oversubscription?
  • Oversubscription is saying that if you reach your funding goal, that you will accept additional funds up to a certain amount. Although this sounds nice, you again need to have documents about what you would do with this money. This is usually additional bonus to your business.
Funding Duration
  • You don’t want your campaign to be too short and not have enough time to raise the money that you need, but if you drag it out too long, it could lose the urgency and spark with investors. The average campaign duration is 30 days or less, and we recommend somewhere in that ballpark.
  • It all depends on the project, the funding goal, and the time of year (i.e. there are more people on the site during the summer, but a shorter campaign is harder because of vacations). If you would like help on your individual project, feel free to reach out to us.
  • Websites are crucial. Don’t have one? We can help you stand up a website fast to show off your business.
  • Social media links are a powerful way to illustrate your business’ personality, values, and customer relationships. Only attach social media if it emphasizes to your investors about who you are as a company.

Ask yourself: If you were an investor, would you keep reading?


Anyone can have a good idea. True power lies in having the people that can turn that idea into reality. Investors want to know if your team has what it takes to go from idea to product to domination. Convince investors that if there’s anyone who’s going to achieve what you plan on doing, it’s your team and no one else.
Sell Yourself
  • Your photo should show off who you are, balancing professionalism with the personality of your business. Your bio should be your resume shrunk down into two sentences or less.
Rest of the Team
  • You then have a choice to add their info yourself or let them take care of it. Regardless of which option you choose, all members should have a photo and brief description of what they do at your business.
Sharing Your Story
  • Graduating from elite schools and having great experience is important, but the most powerful aspect of a campaign is a good story. If there is a unique story behind your startup, make sure to tell it! Investors (and other entrepreneurs) are seriously impressed with noteworthy stories of savvy founders who’ve discovered meaningful problems and have unique solutions.

Design Principles

Design assets you need
  • Although this isn’t required, it is highly recommended. A high quality video can set you apart and show proof of concept to investors.
  • If you do not have a high-quality video, you should let text and photos do the talking for you instead - a poor video can actually harm your campaign.
  • As stated before, a website shows credibility and is crucial to attaching to your campaign page. On your website, be sure to showcase your product or service, an About Us page to feature the team behind the business, and a way for visitors to contact you.
  • If you do not have a website currently, we highly suggest signing up for Squarespace, Webflow, Wix, or any of the other tools to quickly put up a site. If you need help with this, reach out to us. Here at Thrivera we are website and brand experts.
Image uploads
  • Your Browse card is the first thing investors will see when they’re browsing through Wunderfund. It will ultimately determine whether any investor decides to view your campaign page at all. Use an image that showcases just exactly what you’re doing. If you’re building an app, show someone using that app in the right context or situation. If you’re building a product, use an image that showcases that product alone. We strongly suggest not using a logo as your feature image.
  • Any other image uploads that you think will showcase what you are doing in a meaningful way.
  • Recommended resolution is 250x200 pixels.
Principles for Good Design
High quality media only
  • Don’t underestimate the power of imagery. No one wants to look at a blurry photo when HD is just about everywhere. Take the time to create high quality photos and videos because trust us, it will pay off in the long run.
Show investors what you're building
  • Explain what you’re doing in the long description but more importantly, explain it visually. If you are in the restaurant business, use images or videos to give investors a front row seat at what differentiates you. If you are in the tech or SaaS industry, use illustrations or screenshots to make sure that everyone understands your product even if they don’t understand the technology.
Less is more with design
  • When building out the campaign, don’t include every image you’ve taken or every piece of copy you’ve written. Visually and textually explain to investors what your product is, how you’re going to get there, and why it’s important, and they will believe you.


Published in articles? Have testimonials from people in the industry? This is your opportunity to showcase what people love about what you’re doing.
  • Simply include links in this section to articles or snippets you were included in.
  • Remember, less is more. Don’t include everything down to what your aunt loves about your business.

FAQ Section

A potential investor has read this far into the profile, congrats! But the devil is in the details.

The FAQ dives deeper into the heart and mechanics of your business, giving investors a peek into your motives, reasoning, and long-term plans. Make sure you hone in on this because this could either commit or turn away an investment.
Ask (and answer) the right questions
  • We ask recommended questions in this section, which you should answer. But then you should anticipate questions investors will likely have. This could be anything from the gritty details of your business, but as large scale as the industry you’re tackling and why the market needs you.
Show your brand personality
  • Your brand always has a voice, and this is really the part where you can emphasize that. Answer the questions in a personable way that stands with your brand voice.
Keep it brief
  • Hit the key points in as few words as possible without sacrificing valuable information.


If this is the first time you’ve fundraised or you’re unfamiliar with early stage fundraising, we’re here to help. You can contact us with any questions about fundraising at
  • Disclose any prior funding you may have had before. Investors will then be able to view this information on your profile if they choose to.
  • Previous funding makes potential investors more comfortable with investing in your business—think of the safety in numbers mentality. Seeing prior funding will also help investors determine whether or not you've used funding appropriately and whether your have many early believers.

Tips and Tricks

  • Know what will attract investors about your company. Whether it’s the story, your brand, the product, traction, team, etc. And emphasize that on your campaign.
  • Don’t just include everything about your company on the the campaign. Emphasize your best aspects and remember less is more.
  • Do majority of the work in advance. Get your documents together. Have all of the information and assets on hand before signing up for our platform. This will make it so much easier.
  • Respond to feedback - soliciting feedback from supporters and responding with adjustments to marketing strategies, product designs or price points is as important a part of crowdfunding as raising capital.
  • Send emails to your investors encouraging them to share it with their friends.
  • Make this your top priority during these 30 days (or however long your campaign is).
  • Excel at follow through
  • Most backers are interested in a behind-the-scenes look at the business and creative process. THis means sharing updates and following through with promised rewards.
  • Remember that once you hit launch, your work is far from over. Use your network and social media to really spread the word and make sure that you reach your fundraising goal.
If you look at our advice, it essentially boils down to empowering people and making it easy for them to contribute to a worthy cause. Always try to empathize with other people. And take the time to say "Thank you". It goes a long way.

Annnddd... You're Done!

You've finished your profile! Good Job!
You're just about ready to start raising money, but before you do, remember to review your profile several times. Check for clear, concise language and full-proof your profile by having everyone from your employees to your mom check it over. When you think you're ready, it's time to publish!