The Role of Project Description in the Success of Sustainable Crowdfunding Projects

Li-Yun Yin, Fleur C. Khalil (), Lionel J. Khalil and Jeanne A. Kaspard
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Li-Yun Yin: TIAS School for Business and Society, Tilburg University, Warandelaan 2, 5037 AB Tilburg, The Netherlands
Fleur C. Khalil: Business School, Holy Spirit University of Kaslik, Kaslik, Jounieh P.O. Box 446, Lebanon
Lionel J. Khalil: TIAS School for Business and Society, Tilburg University, Warandelaan 2, 5037 AB Tilburg, The Netherlands
Jeanne A. Kaspard: Business School, Holy Spirit University of Kaslik, Kaslik, Jounieh P.O. Box 446, Lebanon

JRFM, 2025, vol. 18, issue 4, 1-21

Abstract: Crowdfunding nowadays has become a significant source of financing for all those entrepreneurs who require funds to start their operations, specifically for social ventures. Furthermore, determining what factors decide whether a project will successfully raise funds is a very relevant question. Past literature has examined various factors that influence fundraising success. Of these factors, information efficiency is the determinant of successful fundraising due to precise project descriptions and effective message delivery. Despite this fact, few studies have investigated how such project descriptions affect the success of crowdfunding campaigns, specifically sustainable projects. The present study tries to fill this gap by examining the relation between the length and readability of the crowdfunding project descriptions and the success rate for sustainable projects in a reward-based model. For the analysis, data were obtained from Kickstarter, the largest crowdfunding platform in the world, with a sample of 12,613 projects, employing a multiple logistic regression model. The results show that the word count and readability of the project descriptions are positively related to crowdfunding success. Furthermore, the analysis shows that using more words related to SDG keywords results in positive fundraising. Such insights reflect that good project descriptions are important for crowdfunding success and, on the theoretical level, provide practical value for project owners.

Keywords: crowdfunding; crowdfunding success; information description; text readability; sustainable crowdfunding; SDG (search for similar items in EconPapers)
JEL-codes: C E F2 F3 G (search for similar items in EconPapers)
Date: 2025
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