I bet this guy would have amassed far more funds if his pledge texts hadn't been so uninvitingly big. Kickstarter should really offer a best practices on this: 1) make it simple and easy to understand each level--make your levels cumulative best as you can and then simply say "plus all previous tiers." 2) don't waste your first level on a $1 "get mentioned" reward--you're just sacrificing your above-the-fold real state with something that, from most projects I've seen, doesn't amount to a single decent level pledge (i.e. all those $1 added together make up something like twenty bucks).

Drumming up interest is as much about marketing as it is about content.