Kickstarter's editorial pick — and how I get clients featured.

Projects We Love is Kickstarter's official editorial spotlight. Kickstarter's own team hand-picks campaigns they think are genuinely interesting, well-presented, and likely to deliver. Selected projects get a badge on their campaign page, appear in curated newsletters and homepage placements, and receive a meaningful boost from Kickstarter's own audience.

There's no application form. What you can do is stack every factor Kickstarter's editors reward: a distinctive product, a clean and well-designed campaign page, a strong pitch video, honest and realistic reward tiers, a plausible funding goal, and evidence of pre-launch traction. The founders who get picked tend to have all of it dialled in before launch day, not after. If you want the full playbook applied to your campaign, that's what I do.

Almost always within the first few days of launch — often the first 24 to 48 hours. That's when Kickstarter's editorial team scans new launches. If a page is scruffy on launch day, the badge is usually off the table for the whole campaign.

Yes — Projects We Love is the current name for what used to be called Staff Pick. Kickstarter renamed the programme years ago and rolled out a green heart badge, but the intent is identical: editorial curation of the campaigns their own team considers worth backing.

No. It gives you a significant tailwind — organic Kickstarter traffic, credibility, editorial exposure — but it doesn't fix a weak product, unrealistic goal, or non-existent pre-launch list. Plenty of unbadged campaigns fund. Plenty of badged campaigns don't. It's an accelerator, not a rescue.

On average, yes — often meaningfully more. The badge unlocks Kickstarter's editorial channels (newsletters, homepage feeds, category placements) and increases the trust signal on the campaign page itself, which lifts the conversion rate of visitors who arrive from any source. The exact uplift varies by category and launch quality, but a badged campaign almost always outperforms the same campaign without the badge.

No consultant can promise it. Anyone who does is either dishonest or doesn't understand how the editorial process works. What a good consultant can do is prepare your campaign so it ticks every box the editors look at — page design, video, positioning, reward tiers, launch traction. That's the closest thing to a shortcut that exists.

Every Kickstarter campaign I've personally launched has earned Projects We Love. A 100% hit rate across 30+ campaigns is not luck — it's a checklist I've refined over many launches. Getting there is repeatable if you know what to prioritise before you go live.

For the entire live duration of your Kickstarter campaign. It doesn't expire mid-campaign and it doesn't get taken away for late updates or fulfilment delays. Once earned, the badge stays until your funding window closes.

Indiegogo has its own curated features and editorial promotion, but there's no direct equivalent to Kickstarter's Projects We Love programme with the same recognisability. If your reason for choosing between the two platforms is editorial exposure, Kickstarter's programme is more established and more widely trusted by backers.

Yes — the badge is awarded globally and I've seen no evidence that UK campaigns are picked less often on a like-for-like basis. What matters is the campaign, not the founder's postcode. That said, a UK founder does need to nail the extra fundamentals US-based advice tends to skip: VAT-inclusive reward pricing, GBP payouts, and post-Brexit shipping. Get those wrong and the campaign quality drops before the editors even look.

It's a small green rounded rectangle with a white heart icon and the words 'Projects We Love' inside it. On a campaign page it sits near the top of the pledge column on desktop, and just under the video on mobile. It's subtle by design but instantly recognisable if you've spent any time on Kickstarter.