The idea that some people may decide to pay for producing and promoting a product (instead of buying it), and bear the risk associated with that decision, represents a further step in the evolution of consumers’ roles, that involves a mix of entrepreneurship and social network participation. The selection of the initiatives to be supported, the monetary investment from consumers, the outsourcing of entrepreneurial risk by the organization that sets up the crowdfunding activity, and the blurring boundaries between marketing and finance are only some of the new issues involved with crowdfunding initiatives.