Stretch Goals: What Are They, And Do I Need Them?

While creators and backers alike celebrate Kickstarter’s all-or-nothing funding model, there’s no clear consensus on stretch goals. Some backers love getting a “vote” in the final product. Others see them as overreach. Some creators view them as unpredictable budget busters, while others consider them essential marketing tools.

The truth is, whether or not you should use stretch goals depends on your campaign. What matters is that you decide before you launch — Ethan Mollick’s research found that over 75% of Kickstarter projects deliver later than expected, and poorly-planned stretch goals are a common contributor to delays.

Here’s what you need to know.

How Do Stretch Goals Work?

As you raise more money and generate more pre-orders, the per-unit production cost typically decreases. For example, your base goal might be $20,000 — enough to produce your product. But if you hit $30,000, you’ll be producing enough copies that each one costs less, allowing you to add upgrades: better paper stock, foil stamping, extra content, or specialty finishes.

Unlike your funding goal, stretch goals don’t need to be met to produce your product. But you must budget for any unlocked upgrades — they shouldn’t cost backers more money.

Statista data shows that 797 Kickstarter projects have exceeded $1 million — and most of those campaigns relied heavily on stretch goals to build momentum past their initial funding targets.

Four Reasons to Use Stretch Goals

1. Produce a better product.

   Enhance quality by upgrading materials, page count, components, or print finishes. This is the primary and most legitimate reason.

2. Motivate backers to promote your campaign.

   70% of Games backers pledge across multiple categories. If backers want upgrades, they’ll share your campaign to help hit the goal — bringing in backers from adjacent communities.

3. Reduce risk by making expensive elements optional.

   You may have eliminated a premium feature to keep your base goal achievable. Foil-stamped covers or embossed packaging make perfect stretch goals — they enhance the product if funded, without risking the base campaign.

4. Keep momentum through the mid-campaign lull.

   Most campaigns follow a U-shaped funding curve — strong start, quiet middle, strong finish. Research in Manufacturing & Service Operations Management confirms that campaign dynamics follow predictable patterns. Stretch goals give you fresh content to announce during the slow middle period, re-energizing backers and attracting new ones.

When Should I Reveal Stretch Goals?

Three common approaches:

Reveal all from the start. Backers see the full roadmap upfront, motivating higher initial pledges.

Reveal progressively. Announce goals one at a time as you hit milestones. This creates a series of exciting moments and provides fresh content for social media and updates.

A hybrid approach. Show your first few at launch, reveal more as funding progresses. Jamey Stegmaier recommends this approach — it balances immediate excitement with sustained surprise.

Most successful campaigns use the progressive or hybrid model.

How Should Goals Be Unlocked?

The most common approach ties goals to funding milestones ($25K, $50K, $75K, etc.). This gives you maximum control and makes cost calculations straightforward.

Other methods:

1. Time-based goals: Create urgency — “If we hit $30K within 48 hours of our base goal, everyone gets the deluxe upgrade.” Analysis of 331,000 projects confirms that urgency drives conversions.
2. Backer count goals: Unlock at specific backer milestones (500, 1,000, etc.). Works well for inexpensive upgrades and emphasizes community growth.
3. Social media / community goals: Unlock rewards when you hit follower milestones on Discord, Instagram, or BoardGameGeek. This drives promotion, but attach only inexpensive bonuses to social metrics — they don’t directly generate revenue.

Monetary goals are the safest route. Stegmaier recommends using a mix — social goals for small bonuses, funding goals for premium upgrades.

What Should I Offer?

Stretch goals fall into two categories: upgrades that improve quality, and extensions that add content.

Product Upgrades

• Upgraded paper stock or card stock
• Foil stamping on the cover or box
• Embossing or debossing
• Spot UV or specialty varnish
• Linen finish instead of smooth
• Upgraded binding (e.g., Smyth-sewn instead of perfect bound)
• Larger format or additional pages
• Premium packaging (rigid box, magnetic closure, custom inserts)

Content Extensions

• Bonus chapters, extra pages, or appendices
• Additional cards or expansion content
• Art prints or bonus illustrations
• Quick-reference guides or companion materials
• Digital extras (PDFs, behind-the-scenes content)

The Overpromise Trap

This is critical: one of the most well-documented problems in crowdfunding is stretch goals that spiral out of control. Research by van Otterloo (2022) found that approximately 40% of crowdfunded projects failed to deliver anything at all — and while many factors contribute, overly-ambitious stretch goals that balloon production timelines are a recurring pattern.

Mollick’s survey of 47,188 backers found that while outright failure to deliver was relatively rare (~9%), most backers experienced significant delays. Every stretch goal you add makes your project more complex. Budget for the full cost of each upgrade — manufacturing, platform fees, and shipping — not just the incremental manufacturing cost.

Don’t offer stretch goals that should be core parts of your product. Backers don’t want to feel they’re getting an incomplete version if goals aren’t met.

Are Stretch Goals Right for Me?

Stretch goals aren’t for everyone. Skipping them simplifies your life and lets you focus on promoting your campaign and producing a great product.

If you do use them, they should be as well-planned as your reward tiers — even if they won’t be announced until mid-campaign. Adding a stretch goal impulsively can jeopardize your timeline and reward fulfillment.

Jamey Stegmaier, who ran 8 campaigns raising over $3.2 million, has an entire lesson dedicated to stretch goals that’s worth reading before you make your decision.

The bottom line: plan carefully, budget conservatively, and only promise what you can deliver.

Ready to continue planning? Check out our guides on Designing Your Page, Reward Ideas, and Setting Your Funding Goal.

Sources & Further Reading

• Mollick, E. (2014). “The Dynamics of Crowdfunding.” Journal of Business Venturing, Vol. 29. SSRN
• Mollick, E. (2015). “Delivery Rates on Kickstarter.” SSRN
• van Otterloo, S. (2022). “Measuring project success.” Computers and Society Research Journal. ICT Institute
• Zhang, J., Savin, S. & Veeraraghavan, S. (2022). “Revenue Management in Crowdfunding.” Manufacturing & Service Operations Management. INFORMS
• Kickstarter. “Fulfillment Report.” kickstarter.com
• Stegmaier, J. “Stretch Goals.” Stonemaier Games
• Kickstarter (Feb 2025). “2024 Was a Big Year for Games.” Kickstarter Updates