How do you raise nearly $100,000 and launch a cookbook series? Former F&W editor Nick Fauchald found out last summer, when he raised $92,672 on Kickstarter to launch Short Stack Editions, a series of hand-bound, one-subject recipe booklets from acclaimed authors. Here he shares how he did it, plus three keys to crowdfunding success, and the surprising perils of hand-binding books.
Where’d the cookbook pamphlet idea originate?
The inspiration were the pamphlets that consumer packaged goods brands put out in the ‘40s, ‘50s and ‘60s. My mom collected them, and always had a bunch lying around. I started collecting them a long time ago. They were such an important piece of American food culture. Before we had food magazines, before Food & Wine existed, and before cookbooks became the lifestyle objects that they are now, that’s where a lot of people got their recipes. Before the internet put everything at their fingertips, people would get their GE fridge with a pamphlet of recipes and they’d cook from that. I always thought they’d be fun to bring back in a modern way. We try to tap into that mid-century aesthetic, too, with a slightly more modern look but no photos, and period fonts.
When did you start?
About a year ago, I started talking to Kaitlyn, and she was into the idea. My girlfriend Rotem is an art director in advertising and a designer, and she was into it, too. The three of us put our heads together last summer to flesh it out and get it funded.