Political crowdfunding and resource mobilization for collective action: the keys to success

Abstract

This paper focuses on the determination and analysis of the keys to success in the mobilization of resources through political crowdfunding projects aimed to develop activities linked to collective action for social and political change. For that purpose, based on financial success, we have carried out benchmarking and statistical analysis through diverse variables related to communicative, financial, relational and organizational elements. This study was conducted on 233 campaigns developed in Spain between 2012 and 2017. The results show the importance of the intensity of the campaign posts and the impact through Twitter. Furthermore, as new findings, the partnership between the campaign news in digital media and the financial success should be pointed out as well as the importance of dissemination and the success of cooperation at a communicative level between agents of a socio-political nature. To conclude, we must stress the importance of the organizational and communicative role of the promoters for success and its ability to articulate an external structure configured on identity and technical elements that facilitate the cooperation and activation of ties of different intensity through a media ecosystem, specially Twitter