Crowdfunding has become an increasingly popular way for entrepreneurs, artists, and social innovators to raise funds for their projects. Platforms like Kickstarter and Indiegogo have enabled individuals and organizations to bypass traditional gatekeepers and reach a global audience of potential backers. However, not all crowdfunding campaigns are successful, and many fail to meet their funding goals. What makes some campaigns more persuasive than others? What are the key strategies that successful campaigners use to convince people to support their projects?

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These are some of the questions that a recent study by Rudi Palmieri, Chiara Mercuri, and Sabrina Mazzali-Lurati sought to answer. Their article, "Persuasive Reasons in Crowdfunding Campaigns," published in the International Journal of Strategic Communication, analyzed the argumentative strategies used in successful and unsuccessful crowdfunding campaigns on Kickstarter. The authors examined the language and rhetoric of the "idea statement" section of the campaigns, which is where founders explain their project and why it matters.

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One of the main findings of the study is that successful creators are "primary arguers rather than storytellers." In other words, they focus on presenting persuasive reasons for why their project is necessary, effective, and desirable, rather than telling a compelling story or narrative. However, this doesn't mean that storytelling is irrelevant; on the contrary, the authors suggest that creators can use a "narrative argument" approach to make their reasons more persuasive. This means framing the project as a solution to a societal problem, using logos to justify micro-claims, and appealing to pathos by framing the problem and solution from the backer's perspective.

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Another key insight from the study is that successful creators use a rhetorical argumentative approach that starts from the identification of critical questions or issues raised by the crowd. They then respond to these issues with justified claims regarding the societal necessity, technical efficacy, and practical desirability of the proposed project. This means that creators need to be aware of the concerns and objections that potential backers might have, and address them in a convincing way.

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The study also found that successful creators use appeals to ethos, or credibility, in subtle ways. For example, they signal their expertise and experience without explicitly claiming it and use integrity appeals to create an image of authenticity. They also appeal to benevolence by emphasizing their willingness to contribute to the common good and improve people's lives. This can be done by framing the project as a way to solve a social or environmental problem, or by emphasizing the benefits that the project will bring to the community or society as a whole.

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Moreover, the study found that successful creators use a clear and concise language that avoids jargon and technical terms. They also use visual aids, such as images and videos, to illustrate their project and make it more tangible and appealing. This is important because potential backers are often overwhelmed with information and have limited attention spans, so they need to be able to understand the project quickly and easily.

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So, what can we learn from this study? If you're planning to launch a crowdfunding campaign, here are some tips to make it more persuasive:

• Focus on presenting persuasive reasons for why your project is necessary, effective, and desirable, rather than telling a compelling story or narrative.
• Use a "narrative argument" approach to make your reasons more persuasive, by framing the project as a solution to a societal problem, using logos to justify micro-claims, and appealing to pathos by framing the problem and solution from the funder's perspective.
• Be aware of the concerns and objections that potential backers might have, and address them in a convincing way.
• Use appeals to ethos, or credibility, in subtle ways, by signaling your expertise and experience without explicitly claiming it, and using integrity appeals to create an image of authenticity.
• Use clear and concise language that avoids jargon and technical terms, and use visual aids to illustrate your project and make it more tangible and appealing.

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