Reaping value-added benefits from crowdfunders : what can we learn from relationship marketing?

Fund-seeking entrepreneurs can benefit from crowdfunders, if these add value through involvement, the provision of contacts, and the facilitation of further finance beyond their initial financial pledge. Entrepreneurs can actively influence crowdfunders’ willingness to provide such benefits by engaging them in long-term, cooperative relationships, which are maintained through continued trust. Relationship marketing theories and techniques provide useful insights into and recommendations for researchers and crowdfund-seeking businesses.