It suggests the reason is because women are better able to tell a compelling story due to their tendency to express more emotion and write about relationships.
“Online fundraising settings pose an interesting empirical puzzle,” the authors write. “Women are systematically more successful than men, an outcome contrary to offline gender inequality. We propose this outcome is partially explained by linguistic differences between men and women in terms of language they use, and … results support our theory, suggesting a link between micro-level linguistic choices and macro level outcomes,”
“The institution of crowdfunding may reduce gender inequalities in the fundraising arena by benefiting the communication style of women.”
Online environments offer a gender-neutral space, the pair add.