A language style model that affects the funding performance of donation-based crowdfunding projects based on grounded theory and ELM (Elaboration likelihood model) is built. To test our hypotheses, a regression analysis of 16,369 projects from Sina Micro-Charity Website is conducted. From the peripheral route, titles with direct appeal do not contribute to project’s performance. In contrast, the title with individual label and positive emotion are important factors affecting fundraising performance. From the central route, the fundraising performance can be greatly improved when the project descriptions contain clear story structure, concrete and emotional appeals. It also finds that the type of project plays a moderating role in the impact of project text linguistic style on project financing performance. The conclusion helps optimize the project text and effectively improve the fundraising performance from linguistic style.