Main drivers of crowdfunding success: a conceptual framework and empirical analysis

Mart Evers

NICE TO MEET YOU

Graduated in September 2012

• Marketing & Innovation Management

NOW

• Consultant Customer Experience &

Innovation at Ordina

GOAL: $3.000 RAISED: $44.596 # DONATIONS: 2.379

GOAL: $850.000 RAISED: $1.370.461 # DONATIONS: 33.253

GOAL: $100.000 RAISED: $10.266.846 # DONATIONS: 68.929

AVERAGE INDIEGOGO PROJECT

• Average goal: $10.436

• Average donation: $2.851

• Average success ratio: 67%

• Success ratio ≥100%: 32%

• Average amount per donor: $79

RESEARCH SET UP

• Perspective: Crowdfunding ↔ Charity • No ownership, profit rights or voting rights • Platform is intermediary

• Data: • 8.800 IndieGoGo projects

• Campaign analysis on 3 levels:

• Overall image, message and request

OVERALL IMAGE

MESSAGE

REQUEST

MAIN DRIVERS OF CROWDFUNDING SUCCESS

• Image

• Show trustworthiness/commitment

• Message

• Textual description

• Video

• Request

• Signal token helping

• Labeling

THANK YOU

@martevers

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