The aim of this study is to examine how framing influences audience appreciation and support in the context of reward-based crowdfunding. Specifically, we investigate the role of a project’s framing focusing on the context of large crowdfunding platforms, characterized by large amount of posted projects competing for backers’ attention and support. Building on framing theory, we propose that crowdfunding projects displaying a collectivistic or relational frame are more likely to succeed than projects not displaying these frames. We argue that these frames convey meanings that resonate with the values and ideas of the potential backers and demarcate a project over others, attracting backers’ attention and shaping their decision to support the project. Moreover, we propose that the effect of these frames on crowdfunding success is moderated by the level of competition on the crowdfunding platform. We define competition in crowdfunding as the amount of same-category projects that were active during the crowdfunding period of a project. We test our hypotheses using a dataset of over 70,000 projects posted on Kickstarter from 2011 until 2013.