summary: for a campaign of successful crowdfunding think the storytelling and create a relationship of identity for the user object.

In Italy this year has moved crowfunding investment of 41 million euro. The market, according to the latest Sharitaly relationship grows, especially in services to the person, even if the platforms and projects remain local.
Weight Without funding, Italy economy struggling to make ends shared border.
This is especially true for the crowdfunding applied to businesses that internet hunt for alternative loans to those banks.
From 2012 to the end of June, the Politecnico di Milano has calculated that the equity sector in Italy reached 12.4 million euro collection, of which 6.8 million in the last year, to 109 campaigns.
About 15 million have arrived to businesses by 88 million collected by the lending platforms (lending) and other 88 million segment manages the exchange of invoices (Polytechnic data).
The Milanese university has also made an index of the sector in Italy, the 'Italian crowfunding equity index, which in late November was positive to 104,39 points on the year 2015.
In theory, those who have invested money in this sector in two years would see revalue its 4.39% loan.
One of the limits of the Italian market is that the projects are small, if not tiny.
In the segment reward (with a premium on supporter) on average 8,515 projects surveyed by Sharitaly they have collected 6105.21 each.
In the case of 'equity 78 campaigns have netted 268,049.33 businesses (which leads to a final evaluation of 18 million, because of some several points of reference with respect to the Polytechnic).
The 7272 collections of lending have achieved an average size of 55,547.41.
In the long run, however, the small size of the campaigns are likely to limit the growth of the Italian crowdfunding.
What are the strategies that help improve the performance of a campaign?
"The most important thing is the community of reference.
There is a difference between someone who takes up a knowledge base that has already and those who propose to a new audience, "says Ivana Pais, professor of economics at the Catholic University of Milan and expert in crowdfunding.
Fabio Allegreni, industry consultant, recommends that "since the direct and indirect contacts.
If you apply a donation to the average redemption (the return of activity, editor's note) you can have a rough idea of how it will define the campaign and the goal that you can achieve. "
"It pays to be conservative and self-critical at this stage," he adds.
One of the tricks to get good results is the first When inserting funding as soon as possible after the campaign.
"The algorithm rewards the good," says the consultant.
For this suggests to "alert the direct contacts to be eager to invest right away."
"Crowdfunding is typically an impulse purchase," glosses.
Similarly, we should focus on short campaigns, "between 30 and 45 days, maximum 60".
"The longer the campaign, the more dispersed the appeal," he says.
Moreover, "since it is an impulse buy, it should remain so."
Finally, the brevity allows you to valued resources, that "in a crowdfunding campaign are limited."
A second strategy consists in establishing a tactical scale of reward, recognition with which they pay homage to the lenders.
"To achieve a multiplier effect you can do a promotion early bird.
The first arrived, for example, may have the product at a lower price, "explains Allegreni.
"The goal is to get the maximum coverage of the collection as soon as possible to gain visibility," he adds.
"If a campaign started well, there is a knock-on effect," added Giancarlo Giudici, a professor at Politecnico di Milano and the observatory's guide on crowdinvesting (crowdfunding applied to business investment projects).
In the sector of loans to businesses, promoters organize presentations to potential investors, to gather pre-acceptances and predict the progress of the campaign.
To broaden the base of supporters, "it is important that we create an identity relationship with the object of the campaign," notes Pais.
The prime example is that of the book Goodnight stories for girls rebel (Fables goodnight to rebel girls), which raised $ 675,614 on Kickstarter.
"They had a pool of reference in people who recognized themselves in those fights.
So buying the book and were publishing on social thing to affirm their support for those values, "says the teacher.
It may be convenient for the developer of a self-financed campaign earlier to improve the performance of the collection?
For Allegreni no: "It is not very rational from an economic standpoint."
He explains: "If you invest 100 in your campaign to influence it, you have a multiplier of 1 to 1 ratio.
But if you invest them in digital advertising, the return percentage is higher.
Just Facebook that allows you to profile the target of the campaign. "
"It is a physiological fact that the designer puts us at the beginning of her", recognizes the Pais.
According to the teacher "a mistake that many people do is to open the campaign, send an email to your contacts but leave the harvest indicator to zero."
This strategy is also used in campaigns take it all (literally, take it all), where if you do not reach the agreed amount you lose all funding.
In that case the integration is used to ensure that you can benefit from the whole financing.
The growth of crowdfunding has generated an induced professionals working to support the promoters of campaigns.
"Making a crowdfunding campaign requires many skills and time.
It can not entirely delegate, "says Pais.
However, recognizes, "the underestimation of the daily work is one of the factors leading to the failure of the campaign."

From Wired