If he didn't realise before, I think Rich will now realise just how popular OotS really is. That, and the fact that his fans have a lot of disposable income!
I think Rich has said as much in the updates he has posted to Kickstarter. Apparently there have been times he's been tempted to just throw in the towel and give up on OotS. I guess it's the naysayers and bashers, but knowing that he has that many fans, especially fans who can and will throw money down for a webcomic they can get for free, really has given him a boost and inspiration to keep going when times get rough.
Personally, I put in my $10 pledge, because I'm almost broke and can barely afford the $10 right now, and for what you get for $10, you practically can't afford NOT to if you're a fan.
C'mon, for $10 you get the Roy Greenhilt fridge magnet (a nifty little bit of swag, but not the main reason I contributed), but also the big OotS PDF collection he's making. It started with just the story "How the Paladin got his scar", the origin/backstory of fan-favorite minor character O'Chul. Then it grew into the 3 "Backer's Choice" PDF stories, where 3 people chipped in $1250 each so they can commission short stories about minor characters/side stories of their choice, plus the Julio Scoundrel PDF (i.e. Elan's airship pirate mentor gets a side story), plus Haleo & Julelan (Romeo and Juliet spoof done with Haley and Elan), plus a set of 100 different fold-up OotS-style monster & PC minis for gaming (and if the pledge drive hits $1.14 million, that jumps to 400 fold-up minis). . .and I might even be forgetting a pdf in there. All that for $10? Best deal in the gaming world I've seen in a while.
EDIT: Yeah, I forgot a PDF: Dim Sun, a parody of what-if OotS was set in Dark Sun.
In related news, Forbes has picked up on the Order of the Stick kickstarter hitting the million dollar mark (as an article about how this can shake up the publishing world, since it is an author essentially completely sidestepping normal editorial & distribution channels and doing it very successfully), so that's some attention for this from mainstream business media:
Million Dollar Book Proves Kickstarter Model, Now Authors Just Need The Reach - Forbes