How Hills Hats nailed their campaign

Heritage – Community – Momentum

A legacy too important to lose

Hills Hats, the 150 year-old Kiwi hatmakers just wrapped their campaign with a result worthy of a standing ovation! Their goal was NZ $20,000, and their community delivered more than triple that, pledging NZ $71,044 across 455 pledgers.

Hills Hats has been shaping more than felt and fabric; they’ve been building a loyal crowd for all these years. One of the things I love most about crowdfunding, is the way it holds space for both the brand‑new, and the deeply established. Some campaigns arrive with fresh ideas, bold experiments, and first‑time founders testing what’s possible, and others, like Hills Hats, come with decades of craft, culture, and community. When a crowd rallies behind that kind of heritage, it feels like a celebration of where we’ve been and where we’re heading.

Their new home

Last week, PledgeMe took a field trip to Hills Hats new home in central Lower Hutt. Having been made to relocate from their long-time home in Petone, it was lovely to see that the new space ensured a fresh and sustainable workspace – what struck me most was the atmosphere. It didn’t feel like a factory floor or a production line, rather It felt like stepping into an established family operation, built on care and generations of know‑how. You could see the pride in the work, the rhythm of a team that’s been shaping hats for decades.

How Hills Hats leveraged their ready-made crowd

A huge part of their propulsion came from something many campaigns overlook: they already had a strong social media following – so they used it! They posted, they shared behind‑the‑scenes moments, progress updates, and genuine calls to action.

And because they had spent years building that crowd, their community was up and ready. When Hills Hats called out for support, people didn’t need convincing,

they were already invested in the craft – so much so that the campaign was already halfway funded before the media had even stepped in. That existing momentum became rocket fuel, helping them hit triple their goal and then some 🚀

When the media stepped in, momentum took off

Media, like RNZ and Stuff, picked up the story and things propelled. Their articles amplified the stakes: a 150‑year‑old craft at risk, a beloved Kiwi maker fighting to stay local, and a community being invited to step in.

That narrative travelled fast, unlocking visibility, credibility and urgency, resulting in a surge of pledges.

The media didn’t create the Hills Hats story …

but it sure did boost traction! It turned a local challenge into a national conversation, and that conversation turned into pledges, shares, and PledgeMe triumph 🎉

In the end, Hills Hats didn’t just relocate – they reignited the very real devotion and dedication people have for longstanding family craft houses in Aotearoa. A century‑and‑a‑half of service and craft met a community ready to back them, resulting in a very impressive triple‑goal triumph. Again, we’re able to witness the power of a community‑driven campaign – the PledgeMe way!