Abstract:
The article will present the concept of crowdfunding, which does not only constitute a modern tool
of fund raising, but is also an interesting form of establishing relationships with the business
environment. The aim of the article is to depict the role of crowdfunding in the process of creating
relationships with customers.
The article has been divided into two parts. The first part focuses on the definition of crowdfunding
as a form of raising funds and provides examples of selected campaigns. The second part presents
the model of relationships established during crowdfunding campaigns.
The article is based on the analysis of crowdfunding campaigns, which have been derived from
online databases.
Establishing relationships with customers is currently one of the most important factors determining
the company’s success as strengthening long-term and mutual relations allows for reinforcing the
client’s loyalty. The factor conducive to the development and maintenance of relationships is the
advancement of information and communication tools (ICT), including the Internet, and especially
the social media. The above is confirmed by surveyed managers of companies, 65% of whom believe
that social media are the source of companies’ profit (IBM Global Business Services Executive
Report, 2011).
One of such state-of-the-art tools, the popularity of which was enhanced due to the development of
social media, is crowdfunding. The main aim of crowdfunding is raising funds for a definite goal;
however, during the social campaign, a unique relationship is being established between the donors
(customer) and the donee (the company). This is the activity of the beneficiary that determines the
scale of donor involvement. In fact, involvement in a campaign may be decisive in building a
relationship with the company.
