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Las Campañas De Crowdfunding Su Eficacia En Proyectos Lucrativos Y Causas Sociales

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Las Campañas De Crowdfunding Su Eficacia En Proyectos Lucrativos Y Causas Sociales Las campañas Facultat de Comunicació i Relacions Internacionals de crowdfunding Blanquerna Universitat Ramon Llull Su eficacia en proyectos lucrativos y causas sociales Grup de Recerca en Estratègia i Creativitat en Publicitat i Relacions Públiques Judith Mata Directores: Tesis doctoral Dr. Josep Rom y Dr. Pere Masip Barcelona, julio 2014 TESI DOCTORAL Títol Las campañas de crowdfunding Su eficacia en proyectos lucrativos y causas sociales Realitzada per Judith Mata Rgtre. Fund. Generalitat de Catalunya núm. 472 (28-02-90)núm. Catalunya Rgtre.de Fund. Generalitat en el Centre Facultat de Comunicació i Relacions Internacionals Blanquerna i en el Departament Comunicació Dirigida per Dr. Josep Rom y Dr. Pere Masip C.I.F. 59069740 G: Universitat Ramon Lull Fundació Privada. TESITESI DOCTORAL DOCTORAL Títol Títol Las campañasLas campañas de crowdfunding de crowdfunding Su eficaciaSu eficacia en proyectos en proyectos lucrativos lucrativos y causas y causas sociales sociales RealitzadaRealitzada per per JudithJudith Mata Mata Rgtre. Fund. Generalitat de Catalunya núm. 472 (28-02-90)núm. Catalunya Rgtre.de Fund. Generalitat 472 núm. (28-02-90) Catalunya de Rgtre.Fund. Generalitat en el Centreen el Centre FacultatFacultat de Comude Comunicaciónicació i Relacion i Relacions Internacionalss Internacionals BlanquernaBlanquerna i en el iDepartament en el Departament Comunicació Comunicació DirigidaDirigida per per Dr. JosepDr. JosepRom yRom Dr. Perey Dr. Masip Pere Masip C.I.F. 59069740G: UniversitatRamon Lull Fundació Privada. 59069740C.I.F. G: Universitat Ramon FundacióLull Privada. III Agradecimientos Deseo agradecer a quien me animó a realizar el doctorado sin yo habérmelo planteado nunca, Antonio Solanilla, y a los doctores Josep Rom y Pere Masip, por hacer el proceso tan “amigable”. La base del crowdfunding consiste en compartir una idea o un proyecto para llevarlo a cabo de forma colectiva, con la colaboración de muchas personas: “una crowd”. El compartir y colaborar son valores que me han transmitido todas las personas con las que he contactado a lo largo de esta tesis para solicitarles su ayuda; muchas gracias a todos. Estoy convencida de que cuando somos capaces de crear un entorno colaborativo sólido ganamos en eficacia y eficiencia, y además, lo hacemos con las ganas, la energía y el orgullo que sientes cuando perteneces a un equipo que persigue tu mismo objetivo; sea un equipo deportivo, una startup o una entidad no lucrativa que busca dar respuestas a sus causas sociales. Unión que siento en casa, y aunque opines que sobra esta palabra entre nosotros, “gracias”, también a ti, Romà por tu paciencia durante esta tesis. “Si quieres llegar rápido, camina solo. Si quieres llegar lejos, camina en grupo.” Proverbio africano III III V SUMARIO 1. INTRODUCCIÓN ....................................................................................................... 1 1.1. Prólogo ................................................................................................................................. 1 1.2. Estado de la cuestión ............................................................................................................. 4 1.3. Objetivos e hipótesis de la tesis .............................................................................................. 6 1.4. Contenidos de la tesis ............................................................................................................ 9 2. METODOLOGÍA ....................................................................................................... 11 2.1. Censo propio de plataformas registradas a junio de 2013 ....................................................... 13 2.2. Decálogo de los puntos clave de éxito de una campaña de crowdfunding ................................ 15 2.3. Valorar el éxito de campañas de proyectos con y sin ánimo de lucro ....................................... 19 2.4. Validación del decálogo en campañas finalizadas ................................................................... 24 3. EL CROWDFUNDING .............................................................................................. 27 3.1. Definición y orígenes ............................................................................................................ 28 3.2. Tipos de crowdfunding y plataformas de referencia ................................................................ 39 3.3. Las bases de una campaña de crowdfunding ......................................................................... 43 3.4. Pros y contras de una campaña de crowdfunding................................................................... 51 3.5. El crowdfunding en cifras ..................................................................................................... 56 3.6. Marco legal actual ................................................................................................................ 82 4. ENTORNO ACTUAL DEL TERCER SECTOR ............................................................... 93 4.1. Definición, entidades y ámbito de actuación .......................................................................... 94 4.2. Fuentes de financiación y perfil del donante .......................................................................... 98 4.3. La comunicación en el Tercer Sector ................................................................................... 104 4.4. El papel de las tecnologías de la información y las comunicaciones (TIC) en el Tercer Sector .......... 109 V V 5. EL CROWDFUNDING Y EL TERCER SECTOR ......................................................... 117 5.1. El crowdfunding: un instrumento para el Tercer Sector ........................................................ 118 5.2. Plataformas de crowdfunding que hospedan campañas no lucrativas .................................... 121 5.3. Plataformas de crowdfunding solidarias en el Estado español ............................................... 128 6. SITUACIÓN DEL CROWDFUNDING EN EL ESTADO ESPAÑOL .............................. 135 6.1. Censo propio de plataformas de crowdfunding registradas a junio de 2013 ........................... 136 6.2. Puntos clave del éxito de una campaña de crowdfunding ..................................................... 172 7. EFICACIA DE LAS CAMPAÑAS DE CROWDFUNDING EN EL ESTADO ESPAÑOL .... 187 7.1. Índice de éxito de una muestra de campañas de crowdfunding 2013 .................................... 188 7.2. Cumplimiento y validación del decálogo............................................................................... 195 8. CONCLUSIONES ................................................................................................... 205 9. BIBLIOGRAFÍA ..................................................................................................... 219 10. ANEXOS .............................................................................................................. 227 VI 5. EL CROWDFUNDING Y EL TERCER SECTOR ......................................................... 117 ÍNDICE DE TABLAS 5.1. El crowdfunding: un instrumento para el Tercer Sector ........................................................ 118 Tabla 2.1. Plataformas generalistas: campañas registradas en 2012 y 2013. .................................. 20 5.2. Plataformas de crowdfunding que hospedan campañas no lucrativas .................................... 121 Tabla 2.2. Plataformas solidarias: campañas registradas en 2012 y 2013. ...................................... 23 5.3. Plataformas de crowdfunding solidarias en el Estado español ............................................... 128 Tabla 2.3. Plataformas solidarias. Registro 7 de diciembre de 2013................................................ 23 Tabla 2.4. Muestra de campañas para la validación del decálogo. .................................................. 25 6. SITUACIÓN DEL CROWDFUNDING EN EL ESTADO ESPAÑOL .............................. 135 Tabla 3.1. Definiciones del término crowdfunding. ........................................................................ 37 6.1. Censo propio de plataformas de crowdfunding registradas a junio de 2013 ........................... 136 Tabla 3.2. Tipos de crowdfunding. ............................................................................................... 40 6.2. Puntos clave del éxito de una campaña de crowdfunding ..................................................... 172 Tabla 3.3. Pros y contras de una campaña de crowdfunding. ........................................................ 51 Tabla 3.4. Análisis DAFO del crowdfunding. .................................................................................. 55 7. EFICACIA DE LAS CAMPAÑAS DE CROWDFUNDING EN EL ESTADO ESPAÑOL .... 187 Tabla 3.5. Plataformas registradas en CrowdsUnite a 21 de febrero de 2014. ................................. 61 7.1. Índice de éxito de una muestra de campañas de crowdfunding 2013 .................................... 188 Tabla 3.6. Datos de la plataforma Kickstarter. .............................................................................. 64 7.2. Cumplimiento y validación del decálogo............................................................................... 195 Tabla 3.7. Proyectos con éxito de Kickstarter 2013 ....................................................................... 66 Tabla 3.8. Proyectos sin éxito de Kickstarter 2013. ....................................................................... 66 8. CONCLUSIONES ..................................................................................................
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