Political crowdfunding is a relatively new process. Research has sought to unveil its functioning in particular case studies. However, crowdfunding in electoral campaigns remains largely unexplored and little is known about why some candidates are more likely to attain targeted donation levels than others. This article addresses this gap in the literature and analyzes the use of crowdfunding in the 2017 U.K. General Election campaign. It aims to explain the variation in candidates’ ability to reach the proposed targets. The analysis uses original data collected from 100 crowdfunding projects, campaign websites, and the social media pages of the candidates during the campaign. The findings indicate that candidates with an aggressive message, who are realistic about their proposed target and who are already in office, are more likely to gather donations closer to their targets. Related Articles Brogan, Michael J., and Jonathan Mendilow. 2012. “The Telescoping Effects of Public Campaign Funding: Evaluating the Impact of Clean Elections in Arizona, Maine, and New Jersey.” Politics & Policy 40 (3): 492‐518. https://doi.org/10.1111/j.1747-1346.2012.00353.x Jäckle, Sebastian, and Thomas Metz. 2017. “Beauty Contest Revisited: The Effects of Perceived Attractiveness, Competence, and Likability on the Electoral Success of German MPs.” Politics & Policy 45 (4): 495‐534. https://doi.org/10.1111/polp.12209 Lavery, Lesley. 2013. “Gender Bias in the Media? An Examination of Local Television News Coverage of Male and Female House Candidates.” Politics & Policy 41 (6): 877‐910. https://doi.org/10.1111/polp.12051