Asking for money is one of the core communicative functions of a crowdfunding campaign. This article uses a novel corpus analysis scoring technique to investigate appeals language in a corpus of 312,529 Kickstarter campaigns. Our results show distinctive use patterns involving the verbs need , raise , please , make , and hope . Conceptual patterns, such as inviting the reader to participate in the creation of a product, underlie specific formulations of successful and unsuccessful word patterns and sentences. We conclude with theoretical and practical outcomes to aid technical communicators in more effectively writing crowdfunding campaigns on Kickstarter.