If you get full funding if you hit the goal number, and zero funding if you don't, then there is usually a point where it makes sense for the project itself to

If you get full funding if you hit the goal number, and zero funding if you don't, then there is usually a point where it makes sense for the project itself to contribute enough money to meet the goal. Spend $10k to get $500k for instance. With Kickstarter, there is a third party that can monitor for that, where if you roll your own Kickstarter, no one will know.