Indiegogo /ˌɪndiˈɡoʊɡoʊ/ is an international crowdfunding
website founded in 2008 by Danae Ringelmann, Slava Rubin, and Eric
Schell. Its headquarters are in San Francisco, California. The site is
one of the first sites to offer crowd funding.
Indiegogo allows people
to solicit funds for an idea, charity, or start-up business. Indiegogo
charges a 5% fee on contributions. This charge is in addition to
Stripe credit card processing charges of 3% + $0.30 per
transaction. Fifteen million people visit the site each month.
The site runs on a rewards-based system, meaning donors, investors, or
customers who are willing help to fund a project or product can donate
and receive a gift, rather than an equity stake in the company.
Following changes in
Security and Exchange Commission
Security and Exchange Commission rules earlier in
Indiegogo has partnered with
MicroVentures to offer equity-based
campaigns beginning in November 2016, allowing unaccredited investors
to participate with equity stakes.
Indiegogo Life, a service that people can
use to raise money for emergencies, medical expenses, celebrations, or
other life events.
Indiegogo Life did not charge a platform fee. In
Indiegogo Life was renamed to Generosity.com. Donors use
solely credit cards to donate, and processing is conducted by
Stripe. Stripe's processing fees of 3% plus 30 cents of every
donation still apply.
2.1 Crowd funding
2.2 Top projects by funds raised
3 Campaign rules
5 Patent disputes
6 See also
8 External links
In 2002, while working as an analyst on Wall Street, Danae Ringelmann
co-produced a reading of an
Arthur Miller play. Though the performance
was popular with audiences, there was little financial incentive
available, and Ringelmann decided to seek alternative revenue
streams. Ringelmann was originally inspired to work with
independent filmmakers and theater producers after a filmmaker 50
years her senior saw she worked at
JPMorgan and asked her to fund his
film. In 2006, Ringelmann went on to the Haas School of
Business to start a company she felt would "democratize"
fundraising. There she met Eric Schell and Slava Rubin, who
had had similar experiences with fundraising. Schell had
previously worked with The House Theater Company in Chicago, while
Rubin had started a charity fundraiser for cancer research, after
losing his father to cancer as a child.
Ringelmann, Schell, and Rubin developed their concept in 2007, under
the name Project Keiyaku. The site officially launched at the
Sundance Film Festival
Sundance Film Festival in January 2008, with a focus on film
projects. In June 2010,
MTV New Media partnered with
develop new content from the site's projects. In September 2011,
the company raised a $1.5 million Series Seed financing round, led by
Metamorphic Ventures, ff Venture Capital, MHS Capital and Steve
Schoettler, Zynga's co-founder. In February 2012, President Barack
Obama's Startup America partnered with
Indiegogo to offer crowdfunding
to entrepreneurs in the U.S.
In June 2012,
Indiegogo raised a $15 million Series A round from
Insight Ventures, Khosla Ventures and Steve Schoettler, Zynga's
co-founder. In January 2014, a Series B round of funding added $40
million to bring the total venture capital raised to $56.5
In an interview with Film Threat, Rubin said the site is “...all
about allowing anybody to raise money for any idea.” Users can
create a page for their funding campaign, set up an account with
PayPal, make a list of "perks" for different levels of investment,
then create a social media–based publicity effort. Users publicize
the projects themselves—through Facebook,
Twitter and similar
platforms. The site levies a 5% fee for successful campaigns. For
campaigns that fail to raise their target amount, users have the
option of either refunding all money to their contributors at no
charge or keeping all money raised minus a 9% fee. This option
must be selected BEFORE the campaign begins, and the goal will be
listed, directly underneath the amount raised, as fixed (only receive
funds if goals is met) or flexible (will receive funds if goal is not
Unlike similar sites such as Kickstarter,
Indiegogo disburses the
funds immediately, when the contributions are collected through the
Indiegogo also offers direct credit card
payment acceptance through their own portal. Those funds are disbursed
up to two weeks after the conclusion of a campaign.
not stand behind campaigns once they have been funded, responding to a
complaint of non-delivery of promised rewards, "each crowdfunding
campaign is run by the individual campaigner who is solely in charge
of distributing any perks offered.
Indiegogo does not guarantee that
the perks offered by the campaigner will be produced or delivered."
 According to The Wall Street Journal, as of January 2014 over
200,000 campaigns have been launched, raising "millions of dollars" to
people running crowdfunding campaigns in 70 to 100 countries every
week. Already-funded projects also use Indiegogo, to create
publicity or find distributors.
A few of the successful
Indiegogo campaigns include:
"Lets Give Karen – The bus monitor – H Klein A Vacation!", which
Stick-N-Find, which has raised $861,165,
Bug-a-Salt, which raised $577,546,
Let's Build a Goddamn Tesla Museum, which raised $1.3 million,
The Storm Electric Bike, which as of 19 February 2015 has raised $3.5
million from 6,293 funders.
SuperMeat, an Israeli company designing a method to produce a
meat-equivalent product without animal slaughter by cultivating tissue
samples taken from a chicken and developing them into a market-ready
On 24 July 2013,
Canonical Ltd. launched its crowdfunding campaign via
Indiegogo to raise $32 million for the
Ubuntu Edge smartphone.
This is the highest target set for any crowdfunding campaign.
However, the campaign only raised $12.8 million, falling short of its
target, and no funds were disbursed.
In February 2014,
Indiegogo launched an unsuccessful funding campaign
for the Books Project, which had planned to print the entire
English in book form later in the year.
In April 2014, after being shown clear evidence of fraud, Indiegogo
responded by deleting their anti-fraud guarantee.
Top projects by funds raised
See also: List of highest funded crowdfunding projects
Five largest successfully completed
Indiegogo projects by total funds
pledged (only funded projects are listed)
Sondors Electric Bike
Restore King Chapel Now
An Hour of Code for Every Student
Super Troopers 2
Broken Lizard Industries
Indiegogo introduced their Forever Funding program, which
allows crowdfunding campaigns to continue to raise funds after their
initial campaign period has ended, which was later renamed
Users between the ages of 13 and 17 may not use the site without a
parent or legal guardian's consent. Campaign owners may not create a
campaign that tries to raise funds for illegal activities, or that is
clearly made up or claiming to do something impossible.
If the campaign offers perks, it can't offer any forms of interest in
the company or venture, or any financial incentive. The campaign
cannot offer alcohol, drugs, weapons or ammunition, or any form of
lottery or gambling. A campaign can not promote ideas or opportunities
of hate, personal injury, death, or damage of property, or anything
that can be distributed that violates another person's rights.
Along with Kickstarter,
Indiegogo is one of the two most popular
donation-based crowdfunding websites.
Indiegogo has looser guidelines
than Kickstarter, letting users fund campaigns that
On 23 January 2015 a patent infringement lawsuit was filed by Alphacap
Ventures LLC against multiple crowdfunding platforms, including
Indiegogo, CircleUp, GoFundMe, Kickstarter, Gust,
Innovational Funding. The case was ultimately dismissed by the
presiding judge, with prejudice, for having been filed in bad faith;
as was admitted by the plaintiffs.
Comparison of crowd funding services
^ "Indiegogo.com Site Info". Alexa Internet. Retrieved 22 August
^ Danae Ringelmann interviewed on the TV show Triangulation on the
Indiegogo Pricing and Fees - Indiegogo". Indiegogo. Retrieved
^ "Learn About
Indiegogo Indiegogo". www.indiegogo.com. Retrieved
^ a b Lora Kolodny. "Early
Indiegogo Brings On
Famous New Investors". WSJ.
^ Cowley, Stacy (15 November 2016). "Ever Wanted to Back a Start-Up?
Indiegogo Opens the Door to Small Investors". New York Times.
Retrieved 15 November 2016.
^ Stacy Cowley (21 October 2015). "ndiegogo Creates Generosity.com for
Personal Fund-Raising Campaigns".
Indiegogo Life Helps You Fund Good Deeds". TechCrunch. AOL.
^ a b c Danae Ringelmann (2011). Leveling the Funding Playing Field,
One Dollar at a Time.
^ a b c Sacks, Danielle (3 March 2010). "Danae Ringelmann, cofounder
of IndieGoGo". Fast Company. Retrieved 16 June 2012.
^ a b "Danae Ringelmann, MBA 08". CalBusiness. Berkeley, California:
Haas School of Business
Haas School of Business at the University of California, Berkeley.
Retrieved 16 June 2012.
^ "Eric Schell". CrunchBase. Retrieved 16 June 2012.
^ "Can You Spare a Quarter?
Crowdfunding Sites Turn Fans into Patrons
of the Arts". Knowledge@Wharton. Philadelphia: The Wharton School of
the University of Pennsylvania. 8 December 2010.
^ "Filmmakers hope for online funds". Variety.
^ "CinemaTech: IndieGoGo: A Social Network for Filmmakers Raising
Money (and Their Backers)". cinematech.blogspot.com.
^ Ringelmann, Danae (7 June 2010). "Calling All IndieGoGo Creators –
MTV New Media Wants You!".
Indiegogo Blog. Indiegogo.
^ Roush, Wade (7 September 2011). "Wednesday Deals Roundup: IndieGoGo,
Project Frog, BlueArc".
^ Loten, Angus (22 April 2011). "'Startup America' Embraces
Crowd-funding". In Charge. The Wall Street Journal.
^ Taylor, Colleen (6 June 2012). "
Indiegogo Raises $15 Million Series
A To Make
Crowdfunding Go Mainstream". TechCrunch.
^ a b Kolodny, Lora (28 January 2014). "
Indiegogo Raises $40M in
Largest Venture Investment Yet for
Crowdfunding Startup". The Wall
^ "Wake Me Up Before You Indiegogo: Interview With Slava Rubin". Film
Threat. Retrieved 16 December 2010.
^ "Learn More". Indiegogo. Retrieved 16 June 2012.
^ Needleman, Sarah (1 November 2011). "When 'Friending' Becomes a
Source of Start-Up Funds". Wall Street Journal. Retrieved 5 December
^ Letter to donor of 12/21/2017
^ Todd Essig (18 April 2012). "Why Raising 2/3 of a Million Dollars
For Bus Monitor Karen Klein Was So Easy". Forbes. Retrieved 28 October
^ "StickNFind – Bluetooth Powered ultra small Location Stickers".
Indiegogo. 27 November 2012. Retrieved 20 January 2013.
^ "BugASalt – The Final Push". Indiegogo. 11 September 2012.
Retrieved 28 October 2012.
^ "Tesla Museum Supporters Raise $1.3 Million Over
Indiegogo – Eric
Johnson – News". AllThingsD. 29 September 2012. Retrieved 28 October
^ "Storm Electric Bike". Indiegogo. 2 February 2015. Retrieved 19
^ "Is the $500 Storm e-bike too good to be true? Looks like".
Treehugger. 5 February 2015. Retrieved 5 February 2015.
^ Lulu Chang (11 July 2016). "
SuperMeat wants you to try its lab-grown
chicken breast". Digital Trends.
^ Charles Arthur. "Go ahead and order an
Ubuntu Edge – but you'll
wish you'd bought a tablet". the Guardian.
^ Jeff Parsons (23 July 2013). "
Ubuntu Edge smartphone breaks
crowdfunding record". T3.com.
^ Brodkin, Jon. (22 August 2013)
Ubuntu Edge is dead, long live Ubuntu
phones. Ars Technica. Retrieved on 21 September 2013.
^ Alison Flood (20 February 2014). "1,000-volume print
edition planned". The Guardian. Retrieved 22 February 2014.
^ "The Books Project". Indiegogo. 11 April 2014. >
^ "After Pando shows clear evidence of fraud,
Indiegogo responds by…
deleting anti-fraud guarantee". PandoDaily.
^ "ALL CATEGORIES – Most Funded". Indiegogo.com. 10 June 2015.
^ "Flow Hive: Honey on Tap Directly From Your Beehive". Indiegogo.
Retrieved 7 March 2015.
^ Flow Team (22 February 2015). "Honey On Tap From Your Bee Hive!".
Retrieved 7 March 2015.
^ "Sondors Electric Bike". Indiegogo. Retrieved 10 June 2015.
^ "Restore King Chapel Now. Every Day & Dollar Counts". Indiegogo.
Retrieved 19 February 2015.
^ "An Hour of code for every student". Indiegogo. Retrieved 19
^ "Super Troopers 2". Indiegogo. Retrieved 19 February 2015.
^ Constine, Josh. "
Indiegogo Tries "Forever Funding" Campaigns Without
End Dates". TechCrunch. Retrieved 2018-01-30.
^ Chance Barnett (9 September 2013). "Donation-Based Crowdfunding
Kickstarter Vs. Indiegogo". Forbes.
^ "Details Emerge on Patent Lawsuit Against Multiple Crowdfunding
^ "Victory - Gust Wins
Crowdfunding Infringement Case Against Alphacap
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