How to Humanize Your Crowdfunding Campaign and Win More Backers

95% of purchase decisions are made subconsciously, based on emotional factors.

Cosma Zhang

November 13, 2023

Crowdfunding is an amazing platform that brings ideas to life. But what really makes a campaign successful? Is it the numbers, facts, or the human stories behind them? In this blog post, we'll explore how humanizing your campaign can make a huge difference in attracting and engaging backers.

The Power of Anecdotes Over Statistics

Imagine two crowdfunding pitches: the first one begins with a personal story, the second one starts with hard-hitting statistics. Which one do you think would make a bigger impact? While both may be compelling, personal stories often strike a stronger chord. They humanize your campaign, making it relatable and memorable. Numbers can provide credibility and validation, but remember to first focus on the people affected by the problem you're solving.

Learning from Charity Fundraisers

Charity fundraisers are experts at this. They understand that donors connect more with human stories than with abstract figures. Take Scott Harrison, the founder of charity: water. Rather than stating the large fundraising goal, he illustrates how a small donation can bring about significant, specific changes in people's lives. This approach can serve as an excellent model for crowdfunding creators.

The Impact on Motivation and Perception

It’s easy to get caught up in the numbers, whether they’re related to your project or those you aspire to. This mindset can affect crowdfunding creators in two significant ways:

- Motivation: Instead of thinking about Kickstarter as a platform to make a lot of money, consider it a means to impact people's lives positively. Potential backers can sense true motivation and are more likely to support a passionate creator.

- Perception: The focus on people, not money, will guide every decision you make for your campaign. Backers will respond much better to a message that says "Help us make a difference" than "Give us more money!"

Every Dollar Matters

Remember, every dollar matters in crowdfunding. This philosophy should factor into how you structure your campaign. Here are a few tips:

- Reward Levels: Every pledge counts, even a $1 pledge.

- Treat Your Backers as Individuals, Not Numbers: Give each backer individual attention–these are the people who are choosing to support your dream.

- Micro Goals: Promote small, achievable goals, and publicly acknowledge the people who help you reach them.

The Role of Emotions in Decision Making

One of the reasons why human stories are so effective is that they appeal to emotions. Emotions play a crucial role in decision making, especially when it comes to spending money. According to a study by Harvard professor Gerald Zaltman, 95% of purchase decisions are made subconsciously, based on emotional factors. Therefore, if you want to persuade backers to support your campaign, you need to make them feel something. Whether it's joy, curiosity, empathy, or excitement, emotions can motivate backers to take action and become part of your story.

The Benefits of Social Proof and Testimonials

Another way to humanize your campaign is to use social proof and testimonials. Social proof is the phenomenon where people tend to follow the behavior of others, especially when they are uncertain or unfamiliar with something. Testimonials are a form of social proof, where people share their positive experiences or opinions about a product or service. By using social proof and testimonials, you can increase the trust and credibility of your campaign, as well as the social influence and pressure on potential backers. For example, you can show how many backers have already supported your campaign, or feature some of their comments or reviews. This way, you can show that your campaign is popular and well-received, and that others are happy and satisfied with your product or service.


In conclusion, crowdfunding campaigns are not just about achieving financial goals; they're about the people who help make them happen. That's what you should focus on when planning and running your campaign. So, whether you're a creator or a backer, let's focus on the human stories behind the numbers and create memorable moments of joy together.