I didn't know Kickstarter was U.S. based. Assuming that there is another similar service in your area, I don't think it would be wrong to use the money towards advertising. The reason I say this, is you don't have to give money, it's 100% optional. From my understanding, you don't get your initial investment back, it's to bring the project to life, and if adspace is what it takes, so be it. Keep taking stabs at it, take risks, you never know who might see.
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