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People contribute to crowdfunding campaigns because it is a cause or product that they believe in. Most crowdfunding campaigns on Kickstarter and Indiegogo, the two largest online platforms, are for small, artistic causes such as film, video, music and art. Sometimes the reward for donating such as tickets to opening night or your name in the credits further entices people to contribute money to a crowdfunding campaign.

A growing practice in crowdfunding is to presell your product via a crowdfunding campaign. People who donate to a campaign are promised a product or service before it becomes available to the general public. The Pebble Watch was a great example of this. In 2012, they raised $10.3 million, the most successful campaign at the time, in pre-orders for their product. The money enabled the startup company to finance initial manufacturing. From a marketing perspective, it was a very effective public relations tool for attracting media attention. Both the press and the number of contributors demonstrated "proof of concept" which can be helpful if a company desires to raise additional money from angel investors or venture capitalists.

The success of any crowdfunding campaign hinges greatly on the social network of the team behind it. A person crowdfunding is advised to build their social capital (i.e., connections) so that people will support the campaign in the first few days. Your crowd will be donating because they believe in you, your cause and/or they want your product. Campaigns that do not get off to a good start tend to fail in meeting their overall funding goals. This is why spending time building your network and creating a video to capture the need and excitement of your program ahead of launching a crowdfunding campaign is very important

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