Writing a compelling pitch is of paramount importance in reward-based crowdfunding. For this reason, it is crucial to capture how the impressions created in a crowdfunding pitch affect funding success. Considering the distinct funder composition in reward-based crowdfunding setting, which constitutes a disparate crowd of stakeholders, philanthropists and community members, we focus on entrepreneurs’ efforts to project optimism, certainty and commonality as impression management (IM) tactics that help to align campaign’s perceived features with funders’ motivations. The study also differentiates between the IM tactics employed in the project description section of the pitch and those in the risks and challenges section. As such, we are able to explore the impact of consistency between impressions of project features and impressions of project feasibility.