If you go out searching, a lot of articles will recommend looking to friends and family as a first line of support. But, in my opinion, this is a very restrictive view of projects - and a very singleminded take on what an individual's own social dynamics might look like. Not every KS has a genuinely supportive family structure surrounding it. Not to mention the fact that not every campaign has universal appeal. I can certainly say that my aged grandmother would not be interested in purchasing 'eldritch horror tarot cards' for her own amusement. And, as zelphacomics pointed out, even if family members make claims about their desire to support a project, if people are not personally interested in the product it won't really matter if you're family or not. They simply won't buy in.
This doesn't necessarily mean that the advice of looking to a social circle is bad - per-say. If anything, being part of, for example, an online community could lend a lot more credence to a project. If you were to market a campaign about a cool new tabletop while also having been an active community member in a tabletop RPG subreddit, you'd be a lot more likely to generate interest therein.
It's simply that one should never take anything at face value. Unless the pledge has been made, their support is not yours.
