Let’s summarize how I prepared for the MONA project on Kickstarter. I made a simple MONA website with a small text block and a few widgets. I also revamped my regular artist website with a similar look of minimal text, a few links, and the “like” and “tweet” buttons. Free from advertising and other clutter, my pages were clean and easy to navigate. My primary goal was not to share content, but to get many “likes” on Facebook, and most of all, gather more email addresses. The email signup form is incredibly important, especially if you keep it simple so subscribers need only provide their email addresses and hit Submit. Having this kind of email marketing service is very helpful. It allows all persons interested in your work to receive updated information from you in a single email blast. That is the basic skeleton and summary of what I did online, but of course to be successful I also had to consider the content of the MONA project and recruit James Franco. There are many steps to making a project like this successful and the best it can be, and we knew we wanted to broadcast it inside and out of the art world. James Franco was essential in achieving that goal because of his popular appeal, and his mind for art. He has a way of thinking and working with art that is similar to ours, and we knew he would communicate to casual and main- stream art observers as well as those outside the world of art. We were so happy that he liked our idea, and his contribution fit perfectly with our project, just as we thought it would.
The Final Statistics
The Kickstarter project for MONA ended on August 31, 2011. By the end it had raised $16,000, had 1,012 new subscribers on the email list, got 2,780 Facebook “likes,” and got 165 project backers. Those are pretty incredible statistics for a ninety-day project. It also generated over forty articles in the press and James Franco promoted the museum on Jimmy Kimmel Live! The MONA idea was a good one, of course, but tools for generating that kind of success are clearly laid out in this book for anyone to replicate. I am grateful my project created with my wife worked so well, and that I could use it as an example in this book!
To learn more about Brainard Carey and his services for artists, or to take a class from him, click here. To join one of his free weekly webinars, click here. To download the workbook mentioned in this series, click here.