What Is Crowdfunding?

Photo of author
Written By Obaid Ur Rehman

Lorem ipsum dolor sit amet consectetur pulvinar ligula augue quis venenatis. 

Need funds for your business? Here’s what you should know about crowdfunding.

  • Crowdfunding is when a project or company is funded by the “crowd” as opposed to one or two significant investors.
  • Crowdfunding comes in four flavours: incentives, donations, loans, and equity.
  • You must grab the support of a significant number of supporters and persuade them that your project is deserving of their money in order to conduct a successful crowdfunding campaign.
  • This manual is intended for entrepreneurs and small company owners who want to learn how to raise money through crowdfunding.

Crowdfunding is the practice of using small donations from lots of people to finance a business without using regular channels. These businesses can start up or start new initiatives by getting the essential boost to cash flow. The majority of these campaigns take place on online platforms, have predetermined deadlines for when money may be raised, and specify precise financial objectives.

Also Read: How can you Start Collecting Funds for Your Own Business?

Types of crowdfunding

While there are four types of crowdfunding, each receives money from interested donors. Here’s a breakdown of each one:


Donation-based crowdfunding refers to when individuals donate money to a cause, business, or individual in exchange for nothing. Consider starting a crowdfunding campaign to buy new equipment for your business. The only reason anyone would give you money is to promote the expansion of your company.


Peer-to-peer (P2P) lending, which is a type of crowdfunding, includes debt-based donations. The money committed by backers in debt-based donations is a loan that needs to be returned with interest by a specific date.


In this case, contributors get something in exchange for their contributions. The benefits are dependent on the gift amount, which encourages larger donations. Participants in a campaign may receive a T-shirt, the product, or the service—often at a discounted price—based on how much money they donate to the cause.


Equity-based crowdfunding, on the other hand, enables small businesses and startups to give away a percentage of their firm in return for cash, although some crowdfunding campaigns do not let supporters to own a share of the company they are supporting. Given that participants earn shares in the company according on the amount of money they provide, these donations represent a kind of investment.

Examples of successful crowdfunding sites

There are many online crowdfunding platforms you can use to kick off your business. Here are four of the top crowdfunding sites you can use to grow your company.


Since 2009, the rewards-based contribution site Kickstarter has assisted businesses in raising money. More than 182,000 projects have been funded with the help of it, raising more than $5 billion. The ease of use of Kickstarter is one factor in its popularity. You outline your campaign’s narrative, set a financial target and a timeframe for achieving it. You next inform the neighborhood about your proposal in the hopes of receiving support.


Although GoFundMe is most known for being utilized for more altruistic causes, companies may also benefit from the site. It is a donation-based crowdfunding organization. For corporations and charitable groups with service-based projects, this is a fantastic choice. On average, one in ten campaigns on the platform receive all the funding they need.

Lending Club

Because it is a P2P lending network, Lending Club is a debt-based crowdfunding website. It provides small company finance of up to $500,000 as well as personal loans of up to $40,000. The length of each loan is three or five years. Your firm must have been in existence for at least a year, the applicant must own at least 20% of the company, and it must generate at least $50,000 in yearly sales in order to be eligible.


Two different types of fundraising are available on the incentive-based platform Indiegogo. You may establish a goal for a specified amount of money with fixed financing, and if you fall short of your goal, donors receive a full refund. Flexible financing refers to financial assistance in any quantity that you may keep whether or not you reach your objective.

Crowdfunding rules

Most crowdfunding platforms have set guidelines. For instance, Kickstarter prohibits equity crowdfunding and includes a list of things that you can’t include in your project. It’s a good idea to carefully study these guidelines before deciding on a platform so that you don’t have to stop your campaign before it ever gets started.

The chance of success plummets if you break the rules and launch your crowdfunding campaign. You must conduct thorough research on the various crowdfunding platforms to determine which one is ideal for your company.

The challenges of crowdfunding

Many people believe that using crowdfunding is a simple or free method to make money, but it takes a lot of work to create a project that backers would consider to be a useful service. Because there is no assurance of success and because crowdfunding is becoming more and more popular, funders are picking more intelligently.

According to Kendrick Nguyen, CEO and co-founder of crowdfunding platform Republic, “Crowdfunding works for all kinds of companies at all different stages, but the companies that have the most successful campaigns tend to have the largest and most engaged communities behind them – usually of customers or users or other supporters of their mission.”

This kind of broad support might be difficult to come by. It requires a reliable product, effective marketing, and reliable founders. The difficulties of crowdfunding are numerous, according to Ryan Sim, managing director and co-founder of We the People, a business that exclusively sells items that were supported by the public. He cited the following five major issues that reward-based crowdfunding initiatives face:

  1. Finding and putting into practice a marketing plan that is affordable before, during, and after the campaign
  2. Creating the correct campaign description wording to spark interest in the offering or service
  3. Creating an engaging and informative advertising film that details the product and its advantages (the major difficulty being the high cost of producing a genuinely effective and high-impact video)
  4. establishing and effectively structuring the incentives programme to increase ROI
  5. determining the most practical and affordable means of delivering the incentives

It’s crucial to keep in mind that these difficulties are just the beginning of the difficulties to take into account while developing a crowdfunding campaign, according to Sim. Every artist will face obstacles that are not only common but also quite specific to their line of work.

Equity crowdfunding also faces other difficulties. Equity crowdfunding necessitates a greater focus on educating prospective investors who may not necessarily have an investment experience, according to Connor Young, founder and CEO of Ample Foods.

According to Young, investing in a typical crowdfunding campaign is simple since “we’re all so used to buying things online.” You just state, “Oh, OK, I’m essentially preordering a product that has not yet been created, and I’ll be receiving it in six to twelve months. That is rather simple to comprehend. Equity crowdsourcing, however, naturally faces greater resistance from those who aren’t used to making investments in businesses — those who aren’t your typical angel investor.

Crowdfunding benefits for investors

Investors have a lot to gain from putting their money into crowdfunding campaigns

  • Crowdfunding provides investors with a low-risk investment, which is something they value. Investors don’t have to worry about their investment being impacted by the economy or stock market because it isn’t a part of the financial market.
  • Investing in a crowdfunding campaign is simple. Through a direct online method, investors can invest in a project or business.
  • Investors may diversify their portfolios and increase their financial potential by sponsoring numerous campaigns through equity crowdfunding.

Tips for crowdfunding success

There’s no one-size-fits-all approach to crowdfunding, but there are three key places to start on your road to crowdfunding success.

1.Communicate with backers.

Young emphasized the significance of maintaining open communication with supporters throughout the process, even after the campaign is over. He stated that delays occur with almost every product launch and that you should prepare for them and respond to them honestly and transparently.

‘Do you have excellent contact with your backers, even when things go wrong?’ is a big part of it,’ Young added.

The community should be informed of your future steps and whether you intend to move your attention to preorders through your own website as the campaign draws to a conclusion.

Once the campaign is over, don’t be afraid to keep your backers updated. The key to a successful crowdsourcing effort is building relationships with your supporters.

2.Share relevant and engaging marketing materials.

A good batch of marketing materials will help your campaign stand out.

Making an emotional connection with a customer is equally as important as properly describing the goods, according to Young. “Simply because they believed I was an authentic man and that I truly looked to care and be enthusiastic about it,” I was told, “was one of the really significant reasons why someone invested in the first place to Ample.”

Making your crowdfunding campaign stand out from the competition is crucial given the daily introduction of new initiatives. The finest methods of being noticed usually involve producing potent marketing materials and disseminating the campaign through your network. Ample’s initial crowdfunding campaign included a quick film that served as an introduction to its product.

3.Prepare for the campaign.

The campaign should be ready before it launches for the greatest outcomes in crowdsourcing. Tell your loved ones and friends that you’re about to start the campaign. Prior to the launch, be active on your personal and business social media profiles. Give prospective investors every opportunity to locate you.

It takes time to develop the appropriate marketing materials. Give yourself time to get it properly rather than attempting to shoot an informative video the day before the campaign launches. You may reach your crowdfunding target by giving yourself a few additional weeks to create a plan and generate interest in the campaign.

Examples of successful crowdfunding campaigns

Not every endeavour is a success. Few of them even receive substantial amounts of financing.

While many projects with great ideas fail, some with straightforward concepts succeed beyond all expectations. Without the right promotion, crowdfunding projects may be fairly unexpected because they often expand through a viral approach.

Radio Public was, according to Nguyen, “one of my favourite investment campaigns on [Republic] to date.” “They have investors like The New York Times, the parent company of WordPress, and the Bose Corporation, and they’re similar to SoundCloud podcasts. Their most ardent users and listeners helped them fund slightly about $150,000. They had a $200,000 equity crowdfunding campaign in 2014 and were recently purchased by Spotify last month, which to me is comparable to Gimlet Media’s history.

Peak Design, another organization that had a successful campaign, aimed to raise $500,000 on Kickstarter for its Travel Tripod product. With 27,168 supporters and a 56-day campaign, $12.1 million was raised.

Concluding a campaign

One of three things happens once your crowdsourcing campaign ends:

The money is given back to the backers if the campaign’s goal wasn’t met. Even if you don’t meet your target, some crowdfunding platforms still let you keep the money you’ve received, but sometimes at an extra cost.

If the campaign was successful, you will get your whole donation amount less any processing fees. For instance, Kickstarter levies a 5% hosting fee and a percentage-based fee for handling payments. These payments are only necessary for successful crowdsourcing initiatives; those that fall short of their fundraising target will not be assessed.

Equity crowdfunding campaigns end differently since you still owe the backers money. Depending on how the donations turn out, that duty may arise.

While crowdfunding cannot ensure a project’s success or a business’s sustainability, it can assist many entrepreneurs in building their network and gaining experience in the business world.

Crowdfunding FAQs

What is crowdfunding?

Crowdfunding is a method of raising money by soliciting donations from a large number of people. Those with an interest in your company, such as friends, family, investment organizations, and individual investors, can serve as crowdsourcing sources. To generate the money required for your company endeavour, the objective is to draw a sizable audience to your investment. Crowdfunding often takes place online on specialized platforms.

Do you pay back crowdfunding?

Crowdfunding for donations exempts the recipients from repayment obligations. Usually, organizations of this kind are nonprofits and charities. It’s probable that friends and relatives won’t expect their money back. Debt-based donations consist of funds that have been committed by backers and are thus loans that must be repaid with interest. With rewards-based crowdfunding, those who donate money to help you launch your business receive tangible objects, such as free products. You could design your incentives according to the magnitude of the gift. Participants in equity crowdfunding are given shares of your firm as payment for their investment.

What are the pros and cons of crowdfunding?

Crowdfunding may be used to raise funds, but there are drawbacks as well. The benefits of employing the tactic include the following:

  • Little financial risk
  • Increased brand awareness
  • Free marketing
  • Option to test the market prior to launch
  • Control over equity

The following are drawbacks to consider before launching a crowdfunding venture:

  • Crowdfunding requires large amounts of time and effort
  • Oversaturated market
  • Potential for no to little gain
  • Scams are more likely

Leave a Comment