Ethical products, i.e., products with environmental and/or social impact, are increasingly marketed through crowdfunding platforms. In this paper, we study why and when such products are successful. In five experiments, we show that when crowdfunding projects feature products with environmental (“made from recycled plastic”) and social (“buy one, give one”) benefits, individuals are more willing to support a project and contribute higher amounts of money. We further show that this occurs because ethical product benefits increase perceptions of product originality, which, in turn, increase individuals’ feelings of specialness. We also test two practically relevant boundary conditions. First, we demonstrate that if the crowdfunded product is already sufficiently original, ethical product benefits do not add extra value. Second, we show that because ethicality is an inherent benefit of the crowdfunded product, supporters do not care about ethical benefits if they receive a symbolic reward instead of the focal product. Finally, we pitch crowdfunding against a regular market setting and find that in line with a general orientation towards offering original products, crowdfunding platforms hold superior potential for marketing ethical products.