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The Psychology of Crowdfunding: What Makes People Donate? - Publir
The Psychology of Crowdfunding: What Makes People Donate?

As crowdfunding becomes more and more popular, entrepreneurs are bound to either comprehend the psychological aspects that cause individuals to give to a crowdfunding campaign or to fail in amassing capital.

Let’s closely examine the crucial elements that contribute to a successful crowdfunding campaign and see what really drives a person to commit to your cause and back it up. Generally, donations are based on both egoistic and altruistic foundations of our psyche, but it extends far beyond that.

What Really Makes People Donate?

There are more than a few things that can make a person donate to a cause or to back up a crowdfunding startup. In the majority of cases, their driving force is one of these or a combination of the following:

  • Peer pressure and social proof: People, by nature, are conformists and strive to be accepted in society. Seeing others have done it, they want to do the same. 
  • Emotions make people donate: Sentiment is a powerful tool in the hands of a startup. If you can bond with your backers through a story anyone can relate to, you’re on the right track.
  • Incentives, reward systems, and perceived value: Imagine knowing something costs 200 bucks, yet you can pre-order it through a crowdfunding platform for $109.99. Would you? Of course, you would, especially if you need it. The same goes for other forms of rewards and incentives.
  • Urgency and common goals: Imagine you are a video gamer, and you haven’t seen your dream video game in development yet. But there it is, a company is doing it. And they promise a lot. However, there’s a catch. They need $2,000,000 to start the development before the end of the quarter. Would you back them up? Of course, you would! You would need to pay for the game anyway, so why not?

Does Social Proof Really Matter?

Influence and social proof are essential components of successful crowdfunding for a business. Social sharing, testimonials, and endorsements all help to build credibility and persuade others to give. The campaign’s exposure may be increased, and potential contributors’ confidence can be increased by using influencers or ambassadors to support the cause.

Imagine seeing your mentor or best friend backing up something. It would definitely influence you more than simply seeing an advertisement asking you to do so. The same thing works when your favorite influencers that you trust promote something genuinely.

This is the key – promoting genuinely through people who have a following that trusts them. Don’t ask of someone who wouldn’t normally use your product or service to promote it, because it creates cognitive dissonance in them, you, and your target market.

Why Is Decision-making Ruled by Emotions?

The Psychology of Crowdfunding: What Makes People Donate?

Another crucial element in effective crowdsourcing efforts is emotional appeals. Making an emotional connection with potential contributors by sharing personal information, presenting a fascinating tale, and emphasizing the campaign’s effect can significantly increase the number of donations received.

If you are a family business that has struggled for years but finally had some success and wants to go big, share your story, and never pretend you’re something else. People love stories, and the more you share, the more emotional they become and the more willing to back you up they will be.

The most important thing is to make your story relatable. People are far more influenced when they can see themselves in someone else’s shoes. Utilize empathy to your advantage, and don’t alienate yourself and your business from people.

Reward Systems, Incentives, and Perceived Value Are What People Want

Giving contributors incentives, such as first access to goods or exclusive benefits, might encourage them to make larger contributions. Building a successful crowdfunding campaign also requires consideration of perceived value and trust. Building trust and raising perceived value may be facilitated by being open, giving frequent updates, and showcasing a successful track record.

Not everyone wants to back your project simply out of the goodness of their heart. Some people want something in return. And why not? Give them something exclusive; give them an incentive they would otherwise never have.

Exclusivity is what drives the market for most crowdfunding campaigns.

Create Urgency and Shared Objectives

Setting attainable goals and instilling a feeling of urgency are other factors in encouraging donors to make a donation. Goal framing and urgency can encourage contributors to contribute to a common goal by fostering a feeling of community and shared purpose.

Urgency and deadlines often unite people behind a common goal quicker than anything else.

How to Manage All of This on a Crowdfunding Platform?

You want to be relatable, to inform people each time something new happens, to offer them incentives, and to provide real social proof. The easiest way to do this is to back up your crowdfunding campaign on your own website.

People there know you already. They are more than just users. They are either followers or subscribers. Utilize it to your advantage and turn your website into a private crowdfunding place. With the help of Publir’s solution, it’s much easier than it sounds, and it happens with a few clicks.