First of all, I look at the cv of the manager, who runs the campaign. I believe successful and respectful managers will not risk their reputation by working with obvious scam. Then I check sites like icobench or icoholder and have a quick look at the project's whitepaper. If I consider their chances for collecting declared amount for money to be good, I join the campaign.
this right , i always do like this , seeing their rating on ico bench/icorating or another website rating for ico.
but some project perform their project by video , their team , and the workplace will make investor/bounty participants have more trust in the project.
the best part is , who is the manager , managing their bounty campaign , some bounty manager have a good reputation in this forum , like sylon etc thats will make us believe and joining/support their project.