How do I get your money? An analysis of the use of crowfunding in electoral campaigns

Abstract

So far, empirical research focused on the functioning of crowdfunding and how it can be used to collect the desired amounts. However, little attention has been paid to the drivers behind politicians’ success in reaching their projected fund raising targets. This dissertation aims to address that void by combining theories on campaign financing, digital campaigning and crowdfunding. This study compares 100 crowdfunding projects launched by UK politicians during the 2017 general election campaign and seeks to understand what factors brought crowdfunding closer to the projected target. It combines primary and secondary data and uses both qualitative content analysis and bivariate and multivariate (OLS regression) statistical analysis to identify the main determinants. The main findings are that incumbency status, the use of negative and competitor frames and constituency size have positive effects on the funds raised during campaigns.