In July 2017 the PWC Report ‘Women Unbound’ reported that ‘In an analysis of over 450,000 seed crowdfunding campaigns across the globe it shows that women-led campaigns reached their funding target more often than male-led campaigns: in fact, campaigns led by women across the world in 2015 and 2016 were 32% more successful than those led by men across a wide range of sectors, geography and cultures. Furthermore, many female-led projects achieve a greater average pledge amount than male-led projects.’
The report highlighted a trend that Crowdfunder.co.uk has seen to be very true and with the rewards based side of Crowdfunding. By opening up a friendly, socially conscious and digital way to raise money women have a higher confidence to take control and feel empowered to raise money from audiences that they feel they can motivate. Crowdfunder.co.uk has found that through highly organised and well-researched preparation women take advice and learn what has worked well for others and set up good quality crowdfunding campaigns. Women have traditionally found raising funds harder through mainstream routes and crowdfunding has opened up a new successful path for many both business minded and altruistic.
Sami Mauger, Head of Coaching and Project Innovation for Crowdfunder.co.uk explains, “During my time at Crowdfunder I’ve had the privilege of working with some of the UK’s most passionate and dedicated individuals, many of whom are women. A combination of clear vision, emotional intelligence and sheer grit is a magical mix for crowdfunding. We see more and more women supporting other women, and empowering each other to achieve great things.”
So why are women so successful at crowdfunding campaigns?
It seems that a mix of emotional content creation and realistic project targets is key to motivating backers and success. According to the PWC report, ‘Female crowdfunders tend to use more emotional and inclusive language in their videos and pitch descriptions than men. This language is more appealing both to female and to male backers and positively correlated with fundraising success. The use of business language, a style more predominately favoured by male crowdfunders in their pitches, has been shown to be negatively correlated with money raised irrespective of what product or service is being pitched. On average, men tend to seek higher capital for their projects than women, but women’s more modest financial goals are not correlated with their higher rate of success.’