And the crowd goes wild: examining a successful crowdfunding campaign

Abstract

Synopsis This case explores the concept of crowdfunding by examining the background of the fundraising model in addition to the successful campaign, “Let’s Send Kids to Harvard: Vidal Scholarship Fund.” In this campaign, Brandon Stanton leveraged the large following of his photo blog, “Humans of New York,” to raise more than one million dollars for students in an inner-city middle school. The fundraiser received national attention and broke the record for the most contributors to a single campaign on the popular crowdfunding website, Indiegogo. Students are encouraged to think critically about what elements work together to create a successful crowdfunding campaign. Research methodology Secondary data were reviewed to provide a thorough review of the history of crowdfunding as well as to chronicle the events that led up to the successful crowdfunding campaign highlighted in the case study. Relevant courses and levels This case is appropriate for university marketing, social media, public relations, and entrepreneurship courses. This case has a difficulty level appropriate for sophomore-, junior-, or senior-level courses.