El papel de la comunicación en el crowdfunding: estudio de un caso de éxito cool

The development of the Internet has allowed many entrepreneurs to obtain funding from new sources such as crowdfunding. The aim of this paper is to analyze the role of communication in fundraising. With that purpose, two campaigns developed for the same project were compared. The first one, called “The Coolest”, which did not obtain funding, and a later one, “The Coolest Cooler”, which by collecting 13.285.226 USD beated a fundraising record. The results show significant differences in the use of the following tools of persuasion: egocentricity, tangibility, visual stimuli, excitement, and the beginning and the end of the message, as well as its structure. All elements of the message should build trust and promote action: participate and finance the proposed project. This work has practical and theoretical implications demonstrating that communication is a key element in the success of the crowdfunding campaigns