The Crowdfunding Process for ‘Diamonds, Dynamos and Devils’ FAQ

Frequently Asked Questions

What is the book about?

Tommy Docherty managed Chelsea FC for six tumultuous years. Between 1961 and 1967 he got hired, relegated, promoted, lauded, let down, criticised, vilified, backed, victimised and fined. His departure was in keeping with much of his time at Chelsea – controversial and played out in newspaper headlines.

Garrulous, volatile, unpredictable, impulsive, innovative, intensely competitive, highly talented and much-loved by Chelsea supporters, ‘The Doc’ won one trophy for The Blues and was close to winning plenty more. He transformed and modernised the club, built a highly-regarded young team from the ashes he inherited but over time he fell out with, and sold, key players. In the end, amid gathering controversy, his parting was probably inevitable.

It can be argued that more happened to Chelsea in the six years of The Doc’s reign than in any comparable period before or since and this book covers every major incident and key personality.  The famous victories. The numbing defeats. The players – Venables, Tambling, Bridges, Bonetti, Mortimore, Blunstone, Upton, Shellito, Murray, Harris, McCreadie, Hinton, Graham, Hollins, Boyle, Osgood, Cooke, Baldwin, Hateley and more.  The supporters.  The heroes. The villains. The rows and the fall-outs.  The tactical innovations. The controversies – Blackpool, Bermuda, the Roma riot and more.  His relationships with chairmen, players, journalists and the football authorities. The stars he created, bought and sold.

Docherty is still revered by many lifelong supporters who saw his teams play. This book explains exactly why he is remembered with such affection, half a century after he left the club.

This book utilises extensive newspaper and book research to examine all of these and more, and draws a series of conclusions about one of the most exciting periods in Chelsea history. It also includes an exclusive recent interview with The Doc, whose talent for expressing trenchant views remains undimmed.

Why are there three different versions of the book?

There are three separate versions of the book being produced. Many books have a choice of paperback or e-book versions, but I also wanted to give potential purchasers the option of a ‘deluxe’ hardback version, with photographs and a slip cover.

The text is the same in each version, but the format differs. Because of the uncertain nature of book production, the dates shown are targets I will try very hard to adhere to.

‘Deluxe’ Hardback Version

The plan is to try and crowdfund a hardback version of the book, incorporating twenty-four photographs.  This will be a special edition limited to orders placed during the crowdfunding campaign.  After that campaign closes, no further hardback copies will be on sale.

I have chosen a provisional set of twenty-four photographs for the ‘deluxe’ version that try and encapsulate Chelsea in that period, and the photo order will be firmed up if the target sum is reached.

Paperback Version

It is planned that from 6th October (50 years to the day after Tommy Docherty left Chelsea) a paperback version will be available for order from Amazon, price to be confirmed nearer the time. It is also planned to hold a book launch that day, more details nearer the time.  Copies of the paperback should also be available from the cfcuk stall in Fulham Road on Chelsea home match-days from mid-October onwards. This, and the e-book, will be produced regardless of whether or not the crowdfunding campaign for the hardback book is successful.

E-book version

An e-book will also be available from Amazon, again with a target publication date of 6th October.  Price to be confirmed nearer the time.

What is crowdfunding?

Crowdfunding is a means of financing a product, in this case a book, through the producer (in this case me) receiving advance pledges from individuals (backers) interested in purchasing it.  If sufficient pledges are received, the book will be published.

Kickstarter is the most well-known and globally-recognised web platform for crowdfunding projects, and will be used to try and raise the necessary money to produce the ‘Deluxe’ hardback version.  More info on Kickstarter here .

How much are you trying to raise?

I need to raise a minimum of £5,000 to produce the hardback version. This means that a minimum of 200 pledges of a cover price of £25 (which includes UK p&p) will need to be made to enable publication to take place. Pledges are of course welcome from worldwide Chelsea supporters, and differential international costs (£30 for Europe, £35 for US & ROTW) will be made clear on the Kickstarter page.  There is also the option to choose to pledge for two copies.

How Does Kickstarter work?

In essence would-be backers make a pledge during the forty-day period of the campaign, entering their credit or debit card details into the secure online Kickstarter system. If the fundraising target is reached, then once the campaign closes, the money is deducted from the backers card and a firm order is placed with the printers for the requisite copies of the hardback book.

When I pledge, what am I committing to?

The plan is to open the Kickstarter page for pledges from 11th May to 20th June, a period of forty days. Links to that page will be sent via e-mail and social media, and placed on this blog, as soon as the page goes live.

How do I pledge?

In order to pledge to the project, potential backers will need to follow the steps below. You can use a debit or credit card associated with Visa, MasterCard or American Express.

Here is a how-to-pledge guide, provided by Kickstarter.

Go to the project page

  1. Hit the green ‘Back this project’ button.
  2. Enter in a pledge amount for the reward you choose.
  3. Select the reward you’d like (i.e which region you want the book(s) posted to and whether you want one or two copies).
  4. Scroll down to the green ‘Continue to next step’ button and click it.
  5. If you have a Kickstarter account, log in. If not, choose whether you wish to open an account or proceed as a guest.
  6. Enter the information associated with the credit card you’d like to use for the pledge, or choose to use a card you’ve already stored (if you already have a Kickstarter account).
  7. If you’d like to store this card information for future use, confirm the ‘Remember this card for future pledges’ box is checked.
  8. Click the green ‘Pledge’ button.
  9. You’ll be directed to a confirmation page and will receive an email from Kickstarter shortly indicating that you’re a backer.

If you run into any issues during the process, you should let Kickstarter know where they encounter the problem and if they get any specific error messages. Kickstarter have produced an FAQ at giving more information on this process.

What happens if you don’t receive sufficient pledges?

If the target of 200 pledges is not reached, no money will be deducted from backers accounts. In that case, the hardback version will not be produced. The paperback and e-book versions will proceed regardless of whether the hardback version is produced.

What is the difference between a pledger and a backer?

If sufficient funds are raised, and the hardback book is produced, the people who made pledges automatically become backers, as it becomes a live project.

If you do receive sufficient pledges, what happens next?

If the target of £5,000 is reached or exceeded, backers will be advised that the project has been successful and the pledged money will be deducted from their accounts once the Kickstarter campaign closes on 20th June. The photographs will be ordered and the print run, and print schedule, agreed with the printer and it will be all systems go.

Can I trust Kickstarter?

Kickstarter are the most well-known online Crowdfunding company and have a strong reputation in terms of reliability and integrity. They have been used for thousands of successful projects.

When will I receive my book?

The plan is that, if we get sufficient pledges for the hardback books, they  will be dispatched in good time for Christmas, hopefully earlier. Backers will receive regular e-mail progress updates until the dispatch date.

I live overseas, can I still make a pledge?

You can indeed. The Kickstarter page lists prices for UK, European Union and Rest Of The World.

If I don’t make a pledge, can I still buy the book?

The only way to buy the hardback book, with photographs and a slip cover, is through making a pledge. The paperback and e-book versions are scheduled to be available on Amazon in October and can be purchased in the normal manner.


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