If you want your game in game stores, you do not go to crowdfunding. As a general rule if you go crowdfunding, you're going to get almost all of your actual player base in the kickstarter. Look at every crowdfunded game on Miniature Market etc. The stores can't move those units by setting them on fire. Which isn't to say the GAME isn't successful - just that a crowfunding project is generally a preorder, not a way to build toward future sale. Basically you have two options when launching a TTRPG, both with risks, but it's considered LESS risky to do a crowdfunder because if you fail you know up front instead of when you have mountains of books you can't move.
Case in point: Darrington Press/Critical Role SPECIFICALLY wanted to be carried in Barnes & Noble and major outlets so they did NOT go to crowdfunding even though every time they do crowdfund a project the gods just rain money down on them like snow. They wanted their buyers to go to stores and ask for it for a higher profile release. Good for them! But not everybody has that kind of an audience. And to be fair, 4H might actually have that kind of loyalty from their customers, so it could've gone either way with them.
Just out of curiosity I looked up some 5e projects I've backed over the years on Kickstarter to see how many backers they got. I back too many fucking games, guys. But I will say of these, they're all gorgeous goddamned books with good stuff to pull from for your games if you're looking for some new stuff:
- Chapelwick (5e horror): 3071
- Humblewood expansion (indie company but popular, cozy 5e): 5400
- Beyond the Woods (Irish folklore 5e): 2170
- Zamanora (Balkan/Slavic 5e): 3290
- Secret World expansion (modern world 53): 894, original campaign got just under 2,000 and generally expansions get about half
- Planet of the Apes RPG (not 5e, WHY did I BUY THIS???): 1971
- The End of Everything (fantasy apocalyptic 5e, really cool small one-person creative team): 929
- Kingsmouth (Cosmic horror 5e): 1342
- Cowboy Bebop (not 5e): 4900
- Dragonbane (a 5e COMPETITOR, unique system): 11,684 and they FUCKING DESERVE IT. Free League does not come to fuck around
- Bloodpunk (steampunk/vampire 5e): 3992
- Planegea (prehistoric 5e, cavemen and dinosaurs): 3500ish
- Old Gods of Appalachia (original, not counting expansions, PBTA not 5e): Jesus Christ 15,064!!!!
- And for good measure, Avatar the Last Airbender (I believe this is also PBTA not 5e): 81,567!!!!!!!!!
Went to backerkit but the numbers need more digging and I don't have the time to muck around on that site (Kickstarter isn't perfect but Backerkit requires like, Voodoo to navigate).
I will say though "our guy is going to make the game himself" is some top tier overconfidence. Developing a game is HARD, balancing it is harder, and selling it to the most minutiae-oriented, belligerent fanbase in the world is harder still. First thing I would've done if I had 4H money for a kickstarter was look to see if someone like Teos Abadea, Dan Dillon, someone with track record was available as a consultant and thrown some money at them to get it right. Especially because honestly, I could run a Mythoss game on my own with books I own in like, 24 hours, so you gotta do something special to make the game worth buying, cos if you don't, any mid-skilled DM could just do it with existing materials.
But in the end of the day, I am fully convinced they'll be happy if the game sells but mostly this is marketing for toys. Which is fine. They make pretty action figures. I like 'em. I'm gonna buy a couple of them if they're available without the game!
I'm having trouble parsing out how the fuck to buy the minis, but I might scoop up a handful of those if I can figure out what they're made out of. I'm swearing off 3D printed minis but I wouldn't hate painting up a few of theirs if they're not too expensive.