Okay I talked to him and here's what he had to say. When he first tried a Kickstart it was for a project still in the works. His goal was 2500 dollars. He didn't hit the goal. He felt there were three main reasons for it. The goal was too high for what the cost of the fundraiser was for...meaning he was trying to help raise funds for a project no one knew about or how much it would cost. 2500 was just an arbitrarity number and there was nothing to back it up.
Also since he was in the process of creating the comic there was no history. A lot of people try to make comics or music or books and ask money for it but people are reluctant to put even 5 or 10 bucks down if there's a chance it won't see the light of day.
Lastly his rewards were boring for what his project was. He hadn't put out a comic and he was offering copies of a product no one knew would come out and sketches from artists no one knew. It just seemed random.
The second time he did one was with a few issues under his belt, a history of publishing and a smaller goal (1000) to cover print costs, con fees and some promotion. He hit the goal. On the third go around with the same goal and more books under his belt but with some more unique rewards like reviews from pro creators he quadrupled his goal.
Figure out what you need to fund your book. Will 1500 cover printing of some review copies, an editor or cover artist? If that does it then don't go over 1500. Heck if 1500 covers everything make the amount lower. Kickstart doesn't have to exist to fund the entire project, it can be used as a support to help you. And if your goal is 1000 and people donate 1200 you still keep it. But if you miss goal by 50 dollars you won't get any of it.
I have seen Kickstarter used as a valuable too for smaller and established creators a like. Just sit back and think about what you need and what you can offer and good luck!