Want a successful crowdfunding campaign? Make sure you know who your backers are and what motivates them. This is the advice from Nadia Arshad, PhD at Jönköping International Business School, Jönköping University. In her new thesis, she discovered that backers often get engaged in campaigns to support the entrepreneurs, especially those from their own region. Equally, they are far more tolerant of product delays and defects than ordinary shoppers.