In our Project by Numbers analytic series, we look at the stats behind the Kickstarter project, from number of backers, pledge amounts, add-ons to traffic sources and shipping costs. In this quarter, we will look at numbers behind Brendan Hong‘s first solo Kickstarter project, DYNASTY Playing Cards – including backers, pledges and shipping.
To start off, we want to thank Brendan Hong for the basic data and giving us a very rare insight of the numbers that make up this project. DYNASTY is a gorgeous deck of cards inspired by various Chinese elements in Brendan’s own delightful style.
The Project
DYNASTY was launched on May 9th, 2016 with a funding goal of CAD$28.9k. The 30-days project reached its goal on day 23 and achieved 12% above the funding goal. Here’s a quick overview of the project:
Backers
First, we look at the backer numbers. The 344 backers are made out of:
Domestic backers pledged on average 14% higher than international backers. Here’s how domestic and international pledges look like:
Contributing factor:
1. Favorable exchange rates (against the CAD) for domestic backers and
2. More conservative pledge patterns from international backers due to higher shipping rate,
Where do the majority of the domestic backers come from? Here are the top 10 states by number of domestic backers:
While the top 10 countries by backer numbers:
It is interesting to note that the top 10 from both domestic and international make up 65% of the total project backers!
Pledges
Looking at the amount pledged of CAD$28.9k, a large percentage of backers are based in the domestic United States (74%).
Note that 2.3% of pledges did not get banked due non-processed credit card errors.
From the total pledged amount, 63% of the backers pledged CAD$14-CAD$36 tiers, with the most popular pledge being the CAD$36 (plus shipping) reward tier, which consists one Green Dynasty Playing Card deck and one Premium Imperial Red Dynasty Playing Cards. Histogram as follows:
Breaking it down further to examine the pledge levels of both domestic and international backers.
With no surprise, the two deck tier is the most popular amongst international backers, largely due to the more expensive international shipping cost as mentioned above.
Where do they go?
Here’s a world-map view (based on backer numbers) of where each DYNASTY decks were shipped to:
Note that the decks were delivered to 26 different countries around the world. In terms of spending, here are the top 10 countries based on pledge size:
Meanwhile for domestic states:
Based on these numbers, we hope you will better understand and appreciate the complexities of a Kickstarter project.
Check out other articles from our Analytics series here!
