The influence of the crowd is a major factor in Crowdfunding, as psychology often plays a role in the failure or success of a Crowdfunding campaign.
Crowd psychology is a form of social psychology. Regular people are generally able to gain power by acting as a group. It has been shown through history that big groups of people have brought about sudden and dramatic social changes in a way that sidesteps traditional due process.
Social scientists have come up with a number of different theories to explain crowd psychology. In addition, scientists have also come up with several different theories regarding the way that crowd psychology is different from the psychology of the individual within that crowd.
Freud on Crowd Behavior
First, Sigmund Freud had a crowd behavior theory. He believed that people in a crowd act differently than individuals. His theory was that the minds of everyone in the group merged to form a new way of thinking. The enthusiasm of each member of the group would increase, and he or she would become less aware of the nature of their actions.
What this means for your Crowdfunding raise: Create a community around those who provide Crowdfunding to you. Use the community to make these people zealots. Encourage them to spread the word about your company so more and more people support you.
One amazing social phenomenon that happens within a crowd is communal reinforcement, in which an idea or concept is asserted repeatedly, even when there is limited evidence to support it.
What this means for your Crowdfunding raise: When setting up your Crowdfunding platform and profile, choose a main message and repeat it over and over-in your headline, in the description, in your video, and in your comments. Repetition sells!
Online crowds come together virtually. They act and behave collectively, producing effects that would not otherwise be possible if they were approached by themselves.
But they need to see social proof. No one wants to be the first one to donate (except your mom), but if they see that others are doing it, they'll perceive it as more legitimate and will be more likely to fund you.
What this means for your Crowdfunding raise: Don't tell the masses about your Crowdfunding raise at first. Rather, start with your friends and family members. Then, when folks who don't know you come to your Crowdfunding page later, they'll already see a lot of others who've pledged their money to you.
Likewise show as much activity on your Crowdfunding page as possible. Let people see your comments as you answer questions and repeat your message. And make sure to publicly thank those who made donations and make sure people see the progress of your funding as you receive it.
When you raise money from sophisticated angel investors and venture capitalists, there is a lot of psychology involved. When raising Crowdfunding, it's even more so. So, keep this in mind and leverage it.