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Makana Chock, an associate professor of communications at the Newhouse School, recently spoke with The Week about the future of crowdfunding, and how some companies are succeeding in earning more donations thanks to evoking feelings and emotions within donors.

“There is a trend to develop the technology, to have things that are more high-tech, more immersive,” Chock says. “But at the same time, the ones that are successful are the ones that actually create a way of appealing to people’s need for human interaction. … You can have something that’s very high-tech, but if it doesn’t have a story, if we don’t emotionally respond to people in the story, we don’t like it.”