IndieGoGo assists users in obtaining funding for their ideas. The user can build a page for their project or undertaking. Each page can contain text content as well as a video and images. Visitors can see the user's goal as well as how close they are to reaching it. Users who create a funding campaign on IndieGoGo can outline their plan on the project page. If the funding goal is not reached, the user can still keep funds. Users who contribute funds are encouraged to read the entire project page to see what the user will do with funds if the goal is not reached. Users will receive status updates as the project progresses so they can learn about new developments and progress. Any donations made to non profit projects are tax deductible.
IndieGoGo was founded in January of 2008 by Slava Rubin, Eric Schell and Danae Ringelmann. The basis of the application was built around the idea that there are many people with good ideas that have few options when it comes to funding those ideas. The founders hoped to build a network that allowed people to support one another through crowdfunding. Donators could choose projects they liked or felt strongly about while receiving something in return (determined by the person funding the project). To date, IndieGoGo has helped users from over 200 countries manage more than 40,000 campaigns which raised millions of dollars in funding. The site currently supports projects in a variety of interests and industries, from music and visual arts to computer programming, activism, publication and fashion design.
IndieGoGo works much like many other crowdfunding websites. The user creates a profile for their project that contains all relevant information and media. Others can supply funding of any amount, starting at one dollar. What makes IndieGoGo a little different is the site's rules on unreached goals. While other sites like Kickstarter do not take pledged funds from the donator unless the overall financial goal is reached, IndieGoGo allows users to keep the funds generated from their campaigns regardless. This gives the user more flexibility, although it may turn off some potential donators.
IndieGoGo looks very similar to other crowdfunding websites. The site favors a more dramatic color scheme, with a solid black header and hints of orange, pink and green found throughout. The differences end there because the site looks very similar to its competitors. The project pages are very easy to navigate, with videos and images found among text content while perks and funding progress is displayed along the right side. This design may not be original, but it certainly works well for this type of website.
A new user can join the IndieGoGo community by clicking the pink "Sign Up" link in the upper, right hand corner of the homepage (above the campaign search tool). A narrow pop up box will appear and asks the user to click the blue "Connect" button to register using a Facebook account. A "No, Thanks" option is available on the pop up box, this will direct the user to the registration form. The form requires a valid email address and password. After submitting the form, the user is automatically logged in to IndieGoGo.
All visitors to IndieGoGo can create a new account for free. No subscription is required and the user can search for projects or list their own. Users are not required to donate to maintain an account, either. The user can contribute to as many or as few projects as they like. Users who host a funding campaign on IndieGoGo are charged a 4% fee on the total money raised when they meet their financial goal. Other than the fee, there are no other expenses associated with creating or maintaining an IndieGoGo account.
IndieGoGo.com is a great resource for anyone who has an idea that needs funding. The application makes financial support obtainable for the average person. Users can also become a party of a project by contributing any dollar amount to show their support. The site does not require full funding for the user to receive the donations submitted to their project, so it may appeal more to some users than sites that require complete funding.