Leveraging reward-based crowdfunding during Covid-19

In a commentary, SMU Associate Professor of Marketing Hannah Chang, Erin Jasmine Guillermo and Colin Chai (SMU Research Assistants in 2020/2021) discussed how reward-based crowdfunding platforms can help Singapore businesses respond to pandemic-induced challenges to their operations. They shared their analysis of campaign performance in the design and technology categories before and since Covid-19 and found no significant differences in the average funding received by Singapore-based Kickstarter campaigns. This highlighted a surprising finding that the onset of the pandemic did not seem to affect interest in and contributions to crowdfunding campaigns.