So, while it's important to communicate to people what they get out of it, make sure you tell the story of why you are passionate about making your project a reality.
As Lee Moyer emphasises, 'the movie is key' to doing this. Using a short video to communicate your idea is the best way to get your pitch across to the crowd as it enables entrepreneurs to put a face on who is behind the project and give a taster of what the project will look like in a format that is easy to share.
Lessons from Kickstarter show that projects with a video component succeed at a higher rate than those without (50 per cent vs. 30 per cent). There are lots of guides on what makes a good crowdfunding campaign video however the main insight from Moyer is to 'keep it short', as potential funders often wont engage with videos longer than three minutes.