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  • Langston A. Tolbert

Crowdfunding: A Dual-Purpose Tool for Entrepreneurs - Raising Capital and Marketing


In today's fast-paced and technology-driven business landscape, entrepreneurs constantly seek innovative ways to fund their ventures while also gaining exposure in the market. Crowdfunding has promised to be a game-changing strategy that offers a dual benefit to entrepreneurs. Not only can it help them raise capital, but it can also serve as a powerful marketing tool. In this article, we'll explore how crowdfunding can be leveraged by entrepreneurs to achieve both financial and marketing success.

Entrepreneurs can use crowdfunding as a marketing tool.

What is Crowdfunding?

Crowdfunding entails utilizing the internet and social media to gather relatively modest sums of money from a large number of individuals. In essence, it empowers fledgling startups that might otherwise struggle to access traditional sources of funding to finance their business activities.

Raising Capital

While crowdfunding theoretically opens up capital markets to businesses grappling with funding challenges, its practical implementation is can be considerably more complex. There are two primary routes for raising funds through crowdfunding: Regulation A+ (Reg A) and Regulation Crowdfunding (Reg CF).

Regulation A+, often referred to as a mini public offering, shares key characteristics with SEC registered offerings, entailing demanding and costly requirements. On the other hand, Reg CF, while less expensive than Reg A, necessitates the use of intermediaries or portals to raise funds, which typically claim a substantial percentage of the total funds raised.

Moreover, a significant portion of the efforts to promote and market the fundraising campaign must either be undertaken or financed by the issuer or the company seeking funding. Furthermore, the success rate of many crowdfunding campaigns remains uncertain.[1] Additionally, having a multitude of unsophisticated investors on the company's capital table could potentially hinder future fundraising efforts, as prospective investors may be wary of dealing with the complexities arising from numerous shareholders and their associated rights. (Though this is up for debate. [2]) One potential solution to this issue is consolidating all crowdfunding investors into a single entity. Consequently, while crowdfunding carries lofty aspirations, it may not be the preferred primary method for raising capital.

However, crowdfunding serves another valuable purpose: marketing.

Utilizing Crowdfunding as a Marketing Tool

Beyond raising capital, crowdfunding can be an invaluable marketing tool for entrepreneurs.

Crowdfunding can serve a dual process, acting as an effective marketing campaign that also puts money into a company’s coffers.

Here's how entrepreneurs can harness the power of crowdfunding to boost their marketing efforts:

Building a Community: Crowdfunding campaigns create a sense of community among backers who share a common interest in the project. Entrepreneurs can engage with their backers through updates, comments, and rewards, fostering a loyal following that can extend beyond the campaign.

Generating Buzz and Awareness: Crowdfunding campaigns generate excitement and buzz around a project. Entrepreneurs can leverage this momentum to attract media attention, press coverage, and social media mentions. A well-publicized campaign can significantly increase brand visibility and market awareness.

Market Research and Feedback: Crowdfunding campaigns offer a unique opportunity to gather feedback from backers and potential customers. Entrepreneurs can use this feedback to refine their product or service, tailoring it to meet the needs and preferences of their target market.

Pre-Selling and Product Launch: Crowdfunding allows entrepreneurs to pre-sell their products or services to backers. This not only generates initial revenue but also serves as a soft launch, creating early adopters who can help spread the word and drive further sales after the campaign.

Storytelling and Branding: Successful crowdfunding campaigns often involve compelling storytelling. Entrepreneurs can use their campaign pages to share their journey, values, and mission, creating a strong brand identity that resonates with backers and customers.

Tips for a Successful Crowdfunding Campaign

To maximize the benefits of crowdfunding as both a capital-raising tool and a marketing strategy, entrepreneurs should keep the following tips in mind:

Set Clear Goals: Define your funding goal, project timeline, and what you plan to achieve with the funds raised. Be transparent with your backers about your project's progress and milestones.

Create Engaging Content: Craft a compelling campaign page with high-quality visuals, videos, and persuasive copy that tells your story and showcases your product or idea.

Engage with Backers: Actively communicate with your backers throughout the campaign, responding to questions and providing regular updates to keep them engaged and informed.

Offer Attractive Rewards: Provide enticing rewards and perks that appeal to your target audience. Make backers feel like they are getting unique value for their support.

Leverage Social Media and PR: Use social media platforms, email marketing, and PR outreach to promote your crowdfunding campaign to a broader audience.


Crowdfunding has evolved into a multifaceted tool that entrepreneurs can use not only to raise capital but also as a dynamic marketing strategy. By effectively leveraging crowdfunding, entrepreneurs can build a community of loyal supporters, generate buzz, validate their ideas, and fuel their business growth. To achieve success in both fundraising and marketing, entrepreneurs must carefully plan their campaigns, engage with backers, and tell a compelling story that resonates with their audience. With the right approach, crowdfunding can be a transformative force for entrepreneurs looking to turn their visions into reality.

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