Indiegogo

Indiegogo operates as a global crowdfunding platform, enabling individuals and businesses to solicit funds for a wide array of projects, ranging from technology and design to social causes and creative works. Founded in 2008 by Danae Ringelmann, Slava Rubin, and Eric Schell, the San Francisco-based company was one of the earliest entrants into the crowdfunding space. The founders' personal experiences with the difficulties of fundraising were the catalyst for the company's creation; Ringelmann struggled to fund a play, Schell with a theater company, and Rubin with a cancer research charity. They united at the Haas School of Business with the shared goal of democratizing fundraising.

The company's primary revenue stream is a commission-based model, where it charges a 5% fee on the total funds raised in a campaign. This is supplemented by transaction fees from payment processors like Stripe. Initially focused on film projects at its 2008 Sundance Film Festival launch, Indiegogo has since expanded significantly. A key milestone was the 2012 partnership with President Obama's Startup America initiative. The company has also adapted to regulatory changes, offering equity-based crowdfunding in partnership with MicroVentures since 2016, allowing non-accredited investors to gain equity stakes.

Indiegogo's platform provides creators with a suite of tools for campaign management and marketing. It offers two main funding models: 'Fixed Funding,' an all-or-nothing approach where funds are only collected if the goal is met, and 'Flexible Funding,' which allows creators to keep all contributions regardless of whether the goal is reached. A distinctive feature is 'InDemand,' which allows successful campaigns to continue raising funds and taking pre-orders indefinitely after the initial campaign period ends. This service acts as a bridge between a crowdfunding launch and a traditional e-commerce model, enabling creators to keep building momentum and community. Campaigners who originally funded on other platforms, like Kickstarter, can also migrate to InDemand. The company also provides an 'Experts Directory,' connecting entrepreneurs with vetted companies for services such as creative, marketing, and fulfillment.

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