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Designing rewards that sell
The reward menu is your store. Price it, tier it, and cost it right.
Rewards are the product
On a reward campaign, backers don't buy your story — they buy a tier. Treat the reward menu like a shop: a clear hero item, a few thoughtful options, and no clutter.
A simple ladder
| Tier | Role |
|---|---|
| Early-bird | Limited, discounted — sparks the day-one surge |
| Standard | The main offer, priced for the everyday backer |
| Set / multi-pack | Lifts average pledge (gift, share with a friend) |
| Premium / experience | A few high-value tiers for superfans |
Cost every tier honestly
For each reward, subtract product cost + shipping + platform fee (≈9–20%) + payment fee from the price. If a tier loses money, fix it before launch — you can't raise prices mid-campaign.
Common mistakes
- Too many tiers (decision paralysis). Aim for a handful.
- Forgetting shipping, especially overseas.
- Under-pricing the hero item to chase percentage — funded-but-broke is a real failure mode.
Limited early-bird stock is your single best momentum lever. Set it generous enough to fill day one, tight enough to feel special.