Two days after McSweeney’s threw itself on the mercy of the crowdsourcing website Kickstarter in a bid to raise $150,000 (£100,000) “to keep our projects going and our lights on in the near term”, the San Francisco-based literary powerhouse is already more than a third of the way to its target.

The 691 pledges so far include $2,500 for an animal drawing by founder Dave Eggers, $1,000 for a personalised story by the Canadian writer Sheila Heti and $750 for a week-long email correspondence with Nick Hornby, author of Fever Pitch and A Long Way Down. While there are nine more chances to commission a pooch pic from Eggers, Heti and Hornby wisely limited their offers for bespoke work to one – as did short story writer Wells Tower, whose set of “state-of-the-art” Allen wrenches were snapped up at a bargain $250.

The publisher of two magazines – Timothy McSweeney’s Quarterly Concern and the Believer – as well as books, McSweeney’s also produces a podcast and a humour website.

Faithful support needed ... various editions of the Believer

The move into crowdfunding follows a decision last autumn to turn itself into a nonprofit organisation. “We believe that becoming a nonprofit will allow McSweeney’s to sustain itself for many years to come, with the help of an expanded community of donors, writers, and readers,” it said at the time. “A nonprofit structure, with a board and members supporting our efforts alongside our staff and writers, will allow us to put new resources behind all our undertakings, and explore a number of exciting projects that, until now, were out of reach.”

Explaining its appeal for direct support from readers, the publisher said that the bureaucracy around the move to nonprofit status had slowed progress. “While the shift would be a big step toward sustaining our work for many years to come … your support in this moment is essential.”

A Dave Eggers animal drawing

A blog on its website listed the alternatives that McSweeney’s had so far rejected, including selling out to Yahoo! and pursuing sponsored content: “For too long, old-fashioned publishers have neglected the promise of native advertising,” wrote Mike Lacher. “Imagine a more perfect alternate history of publishing! Imagine the synergy of Nick Carraway remarking on the quality cut of Jay Gatsby’s Men’s Wearhouse suits. Imagine Holden Caulfield finding emotional solace in his dead brother’s Wilson A2000® baseball mitt! Imagine On the Road: Presented By Scion.”

With $58,566 already pledged, there are 30 days left to contribute to the fundraising. Among the inducements still on offer are a limited edition “David Shields bundle” at $50 – four gone, 496 to go. Plus The Geoff Dyer Experience, where “the writer and Believer contributor will record your outgoing voicemail message or meet you for a drink in London (travel and lodging not included).” This unique experience is yours for $750 or more.