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You should not call them investors: It seems most projects on Kickstarter (actually all the ones I have heard of) are not about selling equity for cash and distributing a part of the profits, but offering a product for pre-order. No matter how well the project you funded is doing, all you will get in the end is the same product as everyone else (although Kickstarter projects usually have some kind of gift to sweeten the deal). However, with the JOBS act and competitors like Fundable, it is likely that Kickstarter will evolve to promote investing as well.