Montana State University Professor Agnieszka Kwapisz publishes research on best language to use for successful crowdfunding

Tailoring language, not hype volume, drives $0 to millions in Kickstarter success.

Montana State University researchers analyzed 635 Kickstarter campaigns to understand how different types of hype language affect fundraising outcomes. Their findings challenge the notion that more hype words automatically yield better results, emphasizing customization instead.

Using a language analysis model, the study categorized hype into capability/rigor, excellence/status, and attitude/affect across five sectors: arts, design, technology, entertainment, and consumer goods. Published in March, the research relied on archival data from campaigns posted between 2010 and 2024, limiting causal claims. Professor Agnieszka Kwapisz highlighted that knowing the audience, project type, and funding goal is essential to calibrate language effectively rather than applying a one-size-fits-all approach.

What makes some crowdfunding campaigns successful, and others not, is the focus of Agnieszka Kwapisz’s recently published research. Kwapisz is a professor of management and entrepreneurship in Montana State University’s Jake Jabs College of Business and Entrepreneurship, and her paper, “Framing novelty in crowdfunding: Which words win support, where, and at what stakes,” was published in the Strategic Entrepreneurship Journal in March.

Looking ahead, Kwapisz plans to investigate how AI-generated writing might alter wording strategies, suggesting surveys of Kickstarter donors to deepen understanding.

For Montana entrepreneurs and fundraisers, this research underscores the importance of aligning campaign language with distinct local or niche audiences. Given Montana’s diverse economic landscape and smaller networks, carefully calibrated messaging might offer a competitive edge when seeking crowdfunding success amid broader national trends.

Too much hype? Montana State professor publishes research on best language to use for successful crowdfunding
By @montanastate, Montana State University