Creating and communicating a crowdfunding campaign

Grupno financiranje (engl. crowdfunding) je proces u kojem se putem interneta od javnosti traži financijska podrška u obliku donacija koja u konačnici predstavljaju početni kapital za realizaciju ideje, pokretanja proizvodnje, osnivanja poduzeća ili kakvog drugog poduzetničkog pothvata. Kao takvo, primarno zbog i s razvojem weba 2.0, steklo je planetarnu popularnost čiji trendovi pokazuju konstantan rast, a projekcije su takve i za nadolazeće vrijeme. Zbog tih okolnosti spada u jedan od ekonomskih trendova čije se postojanje nikako ne smije zanemariti. U radu se opisuje grupno financiranje te ističe koje su to prednosti i nedostaci istog, analiziraju se i temeljni modeli grupnog financiranja kao i platforme koje se temelje na tim modelima. Glavni dio rada obuhvaća postupke oblikovanja kampanje grupnog financiranja kao i njene promocije putem interneta. Fokus u tim glavnim dijelovima će biti na oblikovanju i komunikaciji kampanja grupnog financiranja temeljenih na nagradnom modelu kako je upravo on zaslužan za rast i razvoj ovog ekonomskom trenda.Crowdfunding is a process of seeking financial support from the general public through the internet, in the form of donations, which ultimately represent the starting capital for the idea, startup, establishment of a company or any other entrepreneurial venture. As such, primarily due to and with the development of the web 2.0, it has gained planetary popularity whose trends are showing steady growth in the given time as well as in the upcoming. Because of these circumstances, it belongs to one of the economic trends which existence must not be neglected. In this paper, crowdfunding is described in general and covered by highlighting its advantages and disadvantages. Furthermore, underlying models of crowdfunding as well as the platforms based on those models are also described. The main parts of the paper are focused on the best practices in forming and creating crowdfunding campaigns as well as on the promotion over the internet. The focus in these key areas are on the design and communication of crowdfunding campaigns based on the reward model as it has shown to be the main reason for the success and growth of this economic trend