Indiegogo has an Australian representative!

In big news for Australian crowdfunders, one of the world’s largest crowdfunding platforms – Indiegogo – now has a representative working on our shores! Tony Been is located in Sydney but responsible for the marketing and community management in Australia.


Indiegogo has always been popular with some Australian’s due to their global offerings and different crowdfunding models. While they, like Pozible and Kickstarter, offer what they call Fixed Funding (like the All or Nothing approach of those sites) they also offer Flexible Funding – a Keep All model. The Flexible Funding option allows the project creator to keep all money raised, whether or not the target was reached. There is a catch – Indiegogo retain 9 per cent with Flexible Funding versus 4 per cent with Fixed. Of course as usual the payment provider fees of around 2-3 per cent also need to be deducted.

I spoke to Liz Wald, Head of International from Indiegogo to find out more.

Crowdfund it: Welcome to the wild world of Australian crowdfunding). Why have Indiegogo decided to have a representative here?

Wald: Australia is a great market for us as there has always been strong adoption of internet models.  There is loads of creativity and passion here – as evidenced by the success of Hustle Bag, the recently launched Spielgaben educational toy and the campaign to keep McDonald’s out of Tecoma – and with access to global markets via Indiegogo these campaigns have taken off.CFI: What other countries around the world do have Indiegogo offices or representatives?

Wald: Indiegogo is headquartered in San Francisco, CA and has an office in New York as well as Los Angeles.  In addition to hiring Tony in Sydney, we have brought on a woman, Ayah Norris, in Toronto, to look after marketing and community management in Canada.

CFI: What attracts Australian to your platform? For instance have you noticed that most of them are choosing the Flexible Funding in order to feel secure that they will be able to raise some funds for their project?

Wald: Australians are attracted to the fact that Indiegogo is totally open – there’s no application to submit and we welcome creative, entrepreneurial and cause-related projects.  They also like the option of flexible funding, which most projects choose since there’s little downside in doing so, and of course they love the access to big global markets such as the US, Canada and Europe.

CFI: Can you share with us your three favourite Aussie Indiegogo campaigns and why?

Indiegogo-Australian-ProjectsWald: We love the husband and wife team at Hustle and their product is awesome.  They were really great to work with because they reached out for our counsel and used many of the suggestions we give, based on years of data on what helps campaigns be successful

Who Gives A Crap – were another team we worked closely with throughout their campaign – they achieved great results by delivering a cheeky solution to the serious problem of sanitation in the developing world.  Their campaign was funny, well thought out, executed brilliantly & is making a real difference to those that need it most.

Tecoma’s community driven campaign to send a message to McDonald’s headquarters has been a fast moving viral campaign that has exceeded expectations so far (more than 12 x their initial target with 2 weeks left to run). Empowering a community is crowdfunding at its core, so we’re really happy to see the results that they’ve achieved.

CFI: Indiegogo doesn’t publish success rates or stats on your sites – unlike Kickstarter for instance. Are you planning to be more open with the rates of success and money raised in the future?

Wald: What I can tell you is that we have about 7K or 8K campaigns live every week and that we distribute millions of dollars to campaign owners ever week as well.  We’re thrilled to see the global growth of the platform.

CFI:  What are the top three categories that achieve the most success on Indiegogo?

Wald: On any given week we’ll see something from cause, creative or entrepreneurial hit the top funding spot – it’s really hard to predict but always super interesting to see!

CFI: What do you think is the future of crowdfunding?

Wald: More projects, more people, more places – we want to see people everywhere fund what matters to them and bring dreams to life.

CFI: Thank you Liz!

You can contact Tony Been, the Australian representative for Indiegogo on

You can find their website here, their Facebook page here and follow Australian Indiegogo projects on Twitter.

CrowdfunditTo read more details about crowdfunding including an extensive ‘How-to’ section, purchase a printed copy of Crowdfund it!  directly from the publisher. You can also purchase an ebook from the publisher Editia or through  ReadCloud bookseller partnersAmazonKoboiBookstoreBooku, and Tomely.

Author: Anna Maguire, August 2013

6 thoughts on “Indiegogo has an Australian representative!

  1. Hi,

    I need advice on a project I wish to start which requires funding for a worthy cause.
    Because the start up project is a software application on smartphones for people with disabilities, I have nothing tangible to offer in return for donations.
    So how else am I able to garner interest from donations apart from incentives like tangible rewards?
    Please offer some advice or assistance as the project in mind is groundbreaking for people with disabilities.
    I would prefer if you are able to call me xxxxxxx, so I can discuss this with you in detail.

    Yours faithfully,

    • Hello Michael
      I edited your comment so that your personal details are not public. Sadly I can’t ring everyone who comments on the blog due to time restrictions. I know it is difficult sometimes to work out the rewards so I suggest that you browse some sites like StartSomeGood ( and Chuffed ( or others that specialise in social enterprise and not-for-profit crowdfunding. These may well give you some good ideas! In particular think around your circles of close contacts and what they may be able to offer – any creative types among your friends? Remember that ‘money can’t buy’ rewards are fantastic! If you are working on a software app perhaps you have some skills you can offer to someone up and coming – a mentorship, skype calls, work experience? I hope this has been useful and gives you food for thought! Anna

  2. Greetings – pleased you have an Australian representative. Your success with the Australian honey harvesting project was outstanding!!!

    Could you ask your representative to make contact please.

  3. The technology is an award winning patented mechanism for Aircraft, Rotorcraft and marinecraft that provides a significant environmental benefit.

    I am preparing an application and seek any advice and comment on the suitability of the technology for funding.


    • Hi John
      As you can imagine, I can’t give individual feedback on all projects. I suggest you do some research on crowdfunding and look at the how-tos on various platforms. I’m happy to chat for ten minutes after that!

Leave a Reply

Your email address will not be published. Required fields are marked *