Asking is Hard: Appeals Language in Kickstarter Crowdfunding Campaigns

Asking for money is one of the core communicative functions of a crowdfunding campaign. This article uses a novel corpus analysis scoring technique to investigate appeals language in a corpus of 312,529 Kickstarter campaigns. Our results show distinctive use patterns involving the verbs need, raise, please, make, and hope. Conceptual patterns, such as inviting the reader to participate in the creation of a product, underlie specific formulations of successful and unsuccessful word patterns and sentences. We conclude with theoretical and practical outcomes to aid technical communicators in more effectively writing crowdfunding campaigns on Kickstarter.