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The latest DIY trend in staying financially afloat is to jump on the fundraising bandwagon. Essentially replacing the financial backing of a record label, fundraising has become a very successful means of building the capital necessary to record full-length albums and purchase touring vehicles. The two most common tools used to set up fundraising campaigns are the donation-based Web sites indiegogo.com and kickstarter.com. Although Kickstarter may be more popular, Indiegogo has a much better system that works more for the musician. The most integral difference is that unlike Kickstarter, Indiegogo lets bands keep whatever money they raise, even if they don’t make their goal (in Kickstarter, artists get nothing if their goal isn’t met). Furthermore, Indiegogo offers additional incentive by dropping its slice of the pie from 9 percent to 4 percent after the goal is met.
These campaigns have been remarkably successful, due in great part to a host of factors including ***digital trust***, ease of use, promotion, and the sheep factor — the more people donate, the more legitimacy it gives a campaign, and thus the more inclined others are to donate.

Речь идет о сборах благотворительных пожертвований в пользу музыкальной группы.