Crowdfunding is based on investing in the creative ideas of entrepreneurs, with the goal of aiding in their development. It is an often recurring practice within the cultural sector. But what is the influence of marketing on the success rates of these cultural crowdfunding projects? This is the topic of So Young Choi’s research paper. During her master Cultural Economics & Entrepreneurship at the Erasmus University of Rotterdam she conducted a research into the success rates of crowdfunding projects in the Dutch creative sector.
Previous research on crowdfunding normally looked at the motivation of funders based on donation theories which considered funders as donors. This research considers funders as consumers and investors and it focuses on marketing perspectives that can increase the success rate of crowdfunding. Since marketing is directly related to a company’s image and profits, successful marketing should have an important role in crowdfunding as well.
The objective of this study is to investigate the relationship between marketing related elements on crowdfunding platforms and success rate of crowdfunding projects in the cultural industries.
Roy Cremers, oprichter van Voordekunst, bespreekt 10 succesfactoren waar iedere crowdfundingcampagne aan moet voldoen.
In de aanloop naar onze crowdfunding inspiratiemiddag
In samenwerking met de Hogeschool voor de Kunsten Utrecht publiceren we op Cultuurmarketing.nl maandelijks de resultaten van een uniek, inspirerend of vooruitstrevend onderzoek van een kunst & economie student. Met deze samenwerking maken we waardevolle resultaten van de scripties van HKU studenten toegankelijk voor een grote groep cultuurmarketeers in Nederland.