{"id":10710,"date":"2025-11-03T16:44:51","date_gmt":"2025-11-03T16:44:51","guid":{"rendered":"https:\/\/www.turbocrowd.it\/?p=10710"},"modified":"2026-04-17T09:00:44","modified_gmt":"2026-04-17T09:00:44","slug":"who-invests-in-crowdfunding","status":"publish","type":"post","link":"https:\/\/www.turbocrowd.it\/en\/who-invests-in-crowdfunding\/","title":{"rendered":"Who invests in crowdfunding?"},"content":{"rendered":"<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-1  uagb-block-6c26065e\"\n\t\t\t\t\tdata-scroll= \"1\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tstyle=\"\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tTable Of Contents\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap\">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#lidentikit-dellinvestitore-in-equity-crowdfunding\" class=\"uagb-toc-link__trigger\">The identikit of the equity crowdfunding investor<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#non-esistono-investitori-seriali\" class=\"uagb-toc-link__trigger\">There are no \u201cserial\u201d investors\u201d<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#clienti-e-potenziali-clienti-come-target-principale\" class=\"uagb-toc-link__trigger\">Customers and potential customers as the main target audience<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#reward-e-vantaggi-esclusivi-come-leva-dinvestimento\" class=\"uagb-toc-link__trigger\">Reward and exclusive benefits as investment leverage<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#il-ruolo-della-community\" class=\"uagb-toc-link__trigger\">The role of the community<\/a><\/li><\/ul><\/li><li class=\"uagb-toc__list\"><a href=\"#chi-investe-nel-crowdfunding-stakeholder-da-coinvolgere\" class=\"uagb-toc-link__trigger\">Who invests in crowdfunding: stakeholders to involve<\/a><li class=\"uagb-toc__list\"><a href=\"#lidentikit-dellinvestitore-in-lending-crowdfunding\" class=\"uagb-toc-link__trigger\">The sketch of the lending crowdfunding investor<\/a><li class=\"uagb-toc__list\"><a href=\"#dati-e-statistiche-su-chi-investe-nel-crowdfunding\" class=\"uagb-toc-link__trigger\">Data and statistics on who invests in crowdfunding<\/a><ul class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#vuoi-approfondire-direttamente-con-i-nostri-esperti-di-crowdfunding-largomento-di-cui-stai-leggendo\" class=\"uagb-toc-link__trigger\">Want to learn more directly with our crowdfunding experts about the topic you are reading about?<\/a><li class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#hai-bisogno-di-supporto-perpreparare-una-campagna-di-crowdfunding-di-successo-e-cercare-potenziali-investitori-per-il-tuo-progetto\" class=\"uagb-toc-link__trigger\">Do you need support in preparing a successful crowdfunding campaign and seeking potential investors for your project?<\/a><\/ul><\/ul><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n\n\n<p><\/p>\n\n\n\n<p>When it comes to crowdfunding, many businesses imagine an undistinguished crowd of online investors ready to fund any interesting project.<\/p>\n\n\n\n<p>In reality, it does not work that way. Most of the <strong>equity crowdfunding investors<\/strong>, in particular, are not anonymous speculators or institutional investors, but ordinary people who choose to support a company in which they believe, economically and value-wise.<\/p>\n\n\n\n<p>Crowdfunding is first and foremost <strong>a relationship marketing operation<\/strong>, not only of alternative finance: it allows business relationships, reputation and trust to be converted into capital. In this sense, the success of a campaign depends not only on the project or the promised return, but above all on the ability of the company to <strong>Build and cultivate a community of investors<\/strong>.<\/p>\n\n\n\n<p>For <a href=\"https:\/\/www.turbocrowd.it\/en\/right-time-to-do-crowdfunding\/\">making crowdfunding<\/a>, therefore, you must first learn about the typical investor: in this article we find out. <strong>Who invests in crowdfunding <\/strong>And how to reach this target audience.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>The identikit of the equity crowdfunding investor<\/strong><\/h1>\n\n\n\n<p><\/p>\n\n\n\n<p><strong>Who invests in equity crowdfunding<\/strong> does not move like a financial professional: his behavior is closer to that of an involved customer. Understanding who he is, how he thinks, and why he invests is the first step in properly setting up the campaign communication and marketing strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>There are no \u201cserial\u201d investors\u201d<\/strong><\/h3>\n\n\n\n<p>Contrary to popular belief, in crowdfunding there is no large pool of investors who regularly participate in dozens of campaigns.<br>The <strong>Polytechnic's 2025 report<\/strong>, like all previous reports produced by the\u2019<a href=\"https:\/\/www.osservatoriefi.it\/efi\/osservatorio-crowdinvesting\/\">Crowdinvesting Observatory<\/a>, shows that the majority of equity investors participate in <strong>one campaign<\/strong>, driven by direct interest in the company or its product\/service. Only an insignificant minority of those who invest in equity crowdfunding diversify across multiple deals: it is not with that minority that successful campaigns are completed.<\/p>\n\n\n\n<p>This finding makes it clear that seeking \u201cserial investors\u201d is not an effective strategy: the real strength of crowdfunding lies in the ability to <strong>Turn existing contacts into investors<\/strong>, not in looking for new ones in an undifferentiated way.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Customers and potential customers as the main target audience<\/strong><\/h3>\n\n\n\n<p>In equity, but also in reward crowdfunding, the target investors almost always coincide with <a href=\"https:\/\/www.turbocrowd.it\/en\/customer-crowdfunding-investor\/\">the target customers<\/a>.<br>Those who have already purchased a product or service or have an interest in doing so are the first parties willing to invest in the company that produces it, for one simple reason: they already know the value of what it offers or they can benefit from that value because it satisfies a need of theirs.<br><\/p>\n\n\n\n<p>This direct relationship is the basis of the <strong>crowdfunding marketing<\/strong>, an approach that enables:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>To build customer loyalty through economic and value involvement;<br><\/li>\n\n\n\n<li>Stimulate positive word of mouth, turning customers into ambassadors;<br><\/li>\n\n\n\n<li>achieve a double return: economic (capital raised) and commercial (new customers).<br><\/li>\n<\/ul>\n\n\n\n<p>The key, then, is to set up capital collection as a <strong>corporate function of marketing and sales<\/strong>: you can learn more about this topic in our <a href=\"https:\/\/www.turbocrowd.it\/en\/communication-for-crowdfunding\/\">article on communication for crowdfunding<\/a> and in many other practical articles on our blog.<\/p>\n\n\n\n<p>Crowdfunding works best when it does not merely \u201cseek capital,\u201d but <strong>builds lasting relationships<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Reward and exclusive benefits as investment leverage<\/strong><\/h3>\n\n\n\n<p>To turn customers or potential customers into investors, it is crucial to use <a href=\"https:\/\/www.turbocrowd.it\/en\/rewards-investors\/\">reward levers <\/a>typical of marketing, such as discounts, previews, customizations, or investor-only experiences.<br>These tools, well integrated into communication, make the investment more tangible, offer a <strong>immediate gain<\/strong> rather than far in time and help reinforce the sense of exclusivity and participation.<\/p>\n\n\n\n<p><strong>Who invests in equity model crowdfunding<\/strong> does not just buy a share in the company, but participates in a project of which it already feels a part because it becomes a \u201ccustomer plus\u201d that unites <strong>immediate economic interest, unique rewards, and potential future returns.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The role of the community<\/strong><\/h3>\n\n\n\n<p>Every successful crowdfunding campaign, as we have seen, relies on a community. A <a href=\"https:\/\/www.turbocrowd.it\/come-coinvolgere-community\/\">online community<\/a> is not created out of thin air: it is built over time, involving those who have a real connection to the enterprise and its mission.<\/p>\n\n\n\n<p>The most loyal investors become <strong>natural ambassadors<\/strong>: tell about the project, share content, bring in new customers and potential future investors.<br>This advocacy network is an extension of the sales funnel: the relationship does not end at the time of investment, but continues afterwards, with updates, dedicated events, and initiatives to <strong>co-marketing<\/strong>.<\/p>\n\n\n\n<p>Creating an active community means fueling a virtuous cycle: more people involved \u2192 more trust \u2192 more investors \u2192 more visibility.<\/p>\n\n\n\n<p>This type of participation generates <a href=\"https:\/\/www.turbocrowd.it\/en\/smart-money-crowdfunding\/\">smart money<\/a>, that is, capital that brings with it added value: <strong>Who invests in crowdfunding <\/strong>can bring expertise, contacts, promotion, operational synergies. This effect is amplified if we involve other stakeholders in addition to customers.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>Who invests in crowdfunding: stakeholders to involve<\/strong><\/h1>\n\n\n\n<p><\/p>\n\n\n\n<p>Engaging customers is the foundation of any successful crowdfunding campaign, but extra potential investors can also be found among other <strong>Stakeholders who revolve around the company<\/strong>: people and organizations that share economic, business or value interests and can contribute not only capital, but also expertise, relationships and visibility.<\/p>\n\n\n\n<p>The main ecosystem useful to the company in seeking investors is the one that already supports it in its day-to-day operations: first and foremost customers, as we mentioned, but potentially also <strong>suppliers, distributors, partners, collaborators.<\/strong><\/p>\n\n\n\n<p>These individuals know the business model, understand its prospects, and often have a <strong>direct interest in its growth<\/strong>.<\/p>\n\n\n\n<p>A supplier who invests in his customer, for example, helps solidify a long-term business relationship. A distributor who becomes a partner may be incentivized to expand the sales network with greater commitment. An employee who participates in the campaign gains a deeper sense of belonging and becomes an ambassador for the company to the outside world as well. All these individuals can obtain privileged business relationships as a reward.<\/p>\n\n\n\n<div data-aos= \"slide-right\" data-aos-duration=\"400\" data-aos-delay=\"0\" data-aos-easing=\"ease\" data-aos-once=\"true\" class=\"wp-block-uagb-container uagb-block-1e0fbaf5 alignfull uagb-is-root-container\">\n<div style=\"margin-top:0;margin-bottom:0;height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-bcf26494\"><h2 class=\"uagb-heading-text\"><strong>Want to learn more directly with our crowdfunding experts about the topic you are reading about?<\/strong><\/h2><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1263b640\"><p class=\"uagb-heading-text\">Turbo Crowd can reveal to you all the tricks of the crowdfunding trade, explain the capital-raising opportunities available to you, and provide you with practical support to carry out a successful crowdfunding campaign.<\/p><\/div>\n\n\n\n<div class=\"wp-block-uagb-buttons uagb-buttons__outer-wrap uagb-btn__medium-btn uagb-btn-tablet__default-btn uagb-btn-mobile__default-btn uagb-block-66b0de0d\"><div class=\"uagb-buttons__wrap uagb-buttons-layout-wrap\">\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-adaecfd1 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/www.turbocrowd.it\/en\/book-a-free-consultation-blog\/\" rel=\"follow noopener\" target=\"_self\" role=\"button\"><div class=\"uagb-button__link\">Book a FREE video call!<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<p><\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>The sketch of the lending crowdfunding investor<\/strong><\/h1>\n\n\n\n<p><\/p>\n\n\n\n<p>If the equity investor is mostly a customer or stakeholder who has specific interest in the project and wants to be part of it, the lending crowdfunding investor usually has a different profile.<\/p>\n\n\n\n<p>Those who invest in equity crowdfunding get a benefit from even just participating in the campaign, thanks to the rewards, regardless of the future return, which is indeterminate and uncertain in both consistency and time. In lending, those who participate in a campaign do not enter the partnership, but lend money in exchange for a <strong>performance established in advance<\/strong>. It is an investment more like a traditional bond.<\/p>\n\n\n\n<p>This model is especially attractive to those seeking medium to high returns in a short period of time, without having to tie up capital for years as is the case with equity.&nbsp;<\/p>\n\n\n\n<p><strong>Who invests in crowdfunding in lending<\/strong> is therefore an advanced saver, who uses the platform to <strong>Diversify the investment portfolio<\/strong> with higher-risk, alternative bond products. He does not necessarily know the company he is financing: his decision is based on objective parameters such as:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.turbocrowd.it\/en\/the-interest-rate-in-lending-crowdfunding\/\">interest rate offered<\/a>;<br><\/li>\n\n\n\n<li>term of the loan;<br><\/li>\n\n\n\n<li>Risk class assigned by the platform;<br><\/li>\n\n\n\n<li>ancillary guarantees (e.g., surety bonds or insurance coverage).<br><\/li>\n<\/ul>\n\n\n\n<p>In this sense, lending crowdfunding is closer to traditional investment models and can attract <strong>Even parties completely outside the company's network<\/strong>, interested only in the performance and soundness of the project.<\/p>\n\n\n\n<p>Unlike equity crowdfunding, therefore, in lending the company can attract even unknown investors, as long as it clearly and transparently communicates the expected return and the soundness of its project.<\/p>\n\n\n\n<p>It is not about \u201cemotional involvement,\u201d but about <strong>rationally convince<\/strong>: The goal is to show credible numbers and offer a competitive performance relative to the market.<\/p>\n\n\n\n<h1 class=\"wp-block-heading\"><strong>Data and statistics on who invests in crowdfunding<\/strong><\/h1>\n\n\n\n<p><\/p>\n\n\n\n<p>According to the\u2019<a href=\"https:\/\/www.esma.europa.eu\/sites\/default\/files\/2025-06\/ESMA22-50751485-1546_2024_Annual_Report.pdf\">ESMA Market Report 2024<\/a>, European crowdfunding is dominated by the models <strong>lending-based<\/strong>, which represent about <strong>the 65% of collected volumes<\/strong>.<br>Overall, <strong>87 % of European investors.<\/strong> is of type <strong>retail<\/strong>, that is, unprofessional or unsophisticated.<\/p>\n\n\n\n<p>Demographically, available data indicate that:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>the prevalent age group is <strong>36-45 years old<\/strong>, followed by that <strong>26-35 years old<\/strong>;<br><\/li>\n\n\n\n<li>women represent among <strong>the 18% and the 27%<\/strong> of equity investors, and among <strong>the 7% and the 25%<\/strong> of lending investors, with shares slowly increasing;<br><\/li>\n\n\n\n<li>only a minority share (about 5-10%) for now participate in cross-border campaigns.<br><\/li>\n<\/ul>\n\n\n\n<p>The average European investor is, therefore, an adult male, with a medium to high level of education and digital inclination.<\/p>\n\n\n\n<p>Knowledge <strong>Who invests in crowdfunding<\/strong>, in conclusion, means firstly to know the general profile, and secondly to analyze the specific profile of one's target audience of potential investors, in order to study targeted and personalized communication.<\/p>\n\n\n\n<div data-aos= \"slide-right\" data-aos-duration=\"400\" data-aos-delay=\"0\" data-aos-easing=\"ease\" data-aos-once=\"true\" class=\"wp-block-uagb-container uagb-block-1e0fbaf5 alignfull uagb-is-root-container\">\n<div style=\"margin-top:0;margin-bottom:0;height:8px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-bcf26494\"><h2 class=\"uagb-heading-text\"><strong><strong><strong><strong>Do you need support in preparing a successful crowdfunding campaign and seeking potential investors for your project?<\/strong><\/strong><\/strong><\/strong><\/h2><\/div>\n\n\n\n<div class=\"wp-block-uagb-advanced-heading uagb-block-1263b640\"><p class=\"uagb-heading-text\">Turbo Crowd can accompany you throughout the process, from organizing the precrowd to closing the collection, developing effective and innovative marketing strategies to best promote your campaign.<\/p><\/div>\n\n\n\n<div class=\"wp-block-uagb-buttons uagb-buttons__outer-wrap uagb-btn__medium-btn uagb-btn-tablet__default-btn uagb-btn-mobile__default-btn uagb-block-66b0de0d\"><div class=\"uagb-buttons__wrap uagb-buttons-layout-wrap\">\n<div class=\"wp-block-uagb-buttons-child uagb-buttons__outer-wrap uagb-block-adaecfd1 wp-block-button\"><div class=\"uagb-button__wrapper\"><a class=\"uagb-buttons-repeater wp-block-button__link\" aria-label=\"\" href=\"https:\/\/www.turbocrowd.it\/en\/book-a-free-consultation-blog\/\" rel=\"follow noopener\" target=\"_self\" role=\"button\"><div class=\"uagb-button__link\">Book a FREE video call!<\/div><\/a><\/div><\/div>\n<\/div><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Crowdfunding is first and foremost a relationship marketing operation: let's find out who crowdfunding investors are and how to reach them.<\/p>","protected":false},"author":16,"featured_media":10713,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[8],"tags":[94,322],"class_list":["post-10710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-come-fare-crowdfunding","tag-come-trovare-investitori","tag-investitori-crowdfunding"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Chi investe nel crowdfunding? | Turbo Crowd<\/title>\n<meta name=\"description\" content=\"Il crowdfunding \u00e8 un\u2019operazione di marketing relazionale: scopriamo chi investe nel crowdfunding e come raggiungerli.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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