This is a long and complicated answer, but here it is.
We all know by now that monthly comics are loss leaders for trade paperbacks (a loss leader is something sold for a loss to attract customers). We also know by now that sales in comics aren't indicative of a book's success with readers, but rather, with retailers. How a retailer orders a book determines whether a book is successful or not.
Ok, so now that we know these or have them on the table, here's why we keep asking for more money.
We have a creative budget of $5000. It takes 5K to make a book, meaning pay for the talent. So, every increment of 5K brings us another book. Where the confusion sets in is with Action Lab. Folks are under the impression that because we have a publisher, we should be ok in terms of making money, but that's not the case. Here's what I mean; If we sell enough copies of #1, the profits will go toward making Issue 2, right? But keep in mind that we have a Kickstarter, so that will pull some sales from retail, and probably affect the way retailers order the book since their customer might be a backer. Now, add to that the tried and true method of ordering comics, which dictates that Issue 2 is ALWAYS under ordered. Always. Historically speaking, Issue 2's have a lower print run, making them harder to find, and it's because retailers don't order as many (maybe as much as half of their orders of Issue 1). Why? Because when they are ordering Issue 2, with the two month cycle between ordering and delivery, they haven't seen Issue 1 yet. So, they are ordering sight unseen. Which is why they cut their orders...because they just don't know what to expect.
So, with that said, the reason why we keep asking for money is...we don't want to rely on sales to make the second, third, or fourth issue; we want to keep making the comic. This way, profits go into a war chest for future use and we can make the first arc on the merits of our crowdfunding.
Hope that's clear.