The "we invented this really cool product, but minimum production batch is 5000 unities and we need money for the tooling investment" is the right way to use crowdfunding. People get the product, or the company missed something and goes bankrupt.

The "I have a software proof of concept, but I need money to make it usable" is also a good way, with a lot more certainty of outcome, but it's one that doesn't strictly require crowdfunding. And the author better publish what he has at the end of the funding.

All those variations of you getting equity or repayment are just bad.