"Language used in online fundraising hold surprisingly predictive power about the success of such campaign."

#Languages

Wed, Jan 15th, 2014 20:00 by capnasty NEWS

Proving the power behind the choice of words, researchers at the Georgia Tech's College of Computing looked at more than 45,000 projects on Kickstarter and determined the "dozens of phrases that pay and a few dozen more that may signal the likely failure of a crowd-sourced effort."

While offering donors a gift may improve a campaign’s success, the study found the language project creators used to express the reward made the difference. For example, the phrases “also receive two,” “has pledged” and “project will be” strongly foretell that a project will reach funding status, while phrases such as “dressed up,” “not been able” and “trusting” are attached to unfunded projects.

The researchers examined the success of Pebble, which is the most successful Kickstarter campaign to date with more than $10 million in pledges, and compared it to Ninja Baseball, a well-publicized PC game that only earned a third of its $10,000 goal.

“The discrepancy in funding success between projects like Pebble and Ninja Baseball prompted us to consider why some projects meet funding goals and others do not,” Mitra said. “We found that the driving factors in crowdfunding ranged from social participation to encouragement to gifts ? all of which are distinguished by the language used in the project description.”

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