{"id":924,"date":"2020-07-24T00:00:00","date_gmt":"2020-07-24T00:00:00","guid":{"rendered":"https:\/\/www.simplybusiness.co.uk\/knowledge\/articles\/crowdfunding-for-small-business\/"},"modified":"2025-05-22T13:19:28","modified_gmt":"2025-05-22T13:19:28","slug":"crowdfunding-for-small-business","status":"publish","type":"knowledge","link":"https:\/\/www.simplybusiness.co.uk\/knowledge\/funding\/crowdfunding-for-small-business\/","title":{"rendered":"Crowdfunding: is it right for your small business?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Crowdfunding is a game-changer for thousands of small businesses. But how does it work and where should you go to get started? Crucially, do you pay back crowdfunding once you\u2019re rolling?<\/p><p class=\"wp-block-paragraph\">According to <a href=\"https:\/\/uk.finance.yahoo.com\/news\/global-crowdfunding-market-grow-cagr-215800585.html\" rel=\"noopener noreferrer\" target=\"_blank\">Yahoo Finance<\/a>, the global crowdfunding market is set to grow at a rate of 16 per cent over the next five years. Social media has played a big part, providing immediate, clear marketing campaigns and ready-made platforms for businesses looking to mobilise engaged audiences, raising cash while avoiding the bank.<\/p><p class=\"wp-block-paragraph\">Here\u2019s how it works, and how you can get started.<\/p>\n\t\t\t<p class=\"wp-block-paragraph\">Article updated 6 September 2021<\/p><h2 id=\"whatiscrowdfunding\" class=\"wp-block-heading\">What is crowdfunding?<\/h2><p class=\"wp-block-paragraph\">Crowdfunding is a strategy for raising finance. You ask lots of people at once for small individual amounts of money, usually through an online platform. You\u2019ll need to decide on a target figure, pitch the details of your next business phase or project to your would-be \u2018crowd\u2019 of investors, and then raise the full amount to go ahead.<\/p><h3 id=\"aretheredifferenttypes\" class=\"wp-block-heading\">Are there different types?<\/h3><p class=\"wp-block-paragraph\">Yes, and it\u2019s important to remember that some forms of crowdfunding \u2013 for example reward and donation-based crowdfunding \u2013 aren\u2019t regulated by the Financial Conduct Authority (FCA).<\/p><p class=\"wp-block-paragraph\">Here are some of the different types you can use:<\/p><ul class=\"wp-block-list\"><li class=\"wp-block-list-item\"><strong>investment-based crowdfunding<\/strong> \u2013 people invest in your business for a stake in return<\/li>\n\n<li class=\"wp-block-list-item\"><strong>loan-based crowdfunding<\/strong> \u2013 money is lent to your business at a set interest rate, also known as peer-to-peer or peer-to-business lending<\/li>\n\n<li class=\"wp-block-list-item\"><strong>reward-based crowdfunding<\/strong> \u2013 you give a reward in return for someone\u2019s investment, usually linked to the project you\u2019re promoting<\/li>\n\n<li class=\"wp-block-list-item\"><strong>donation-based crowdfunding<\/strong> \u2013 people donate to your charity or cause, sometimes for something promised in return<\/li>\n\n<\/ul><h2 id=\"whatisequitycrowdfunding\" class=\"wp-block-heading\">What is equity crowdfunding?<\/h2><p class=\"wp-block-paragraph\">Equity-based crowdfunding is a form of investment crowdfunding where investors and the general public can buy shares in your business. The idea is that you\u2019ll attract a large number of backers who&#8217;ll invest in minority shares and help you raise the finance you need.<\/p><p class=\"wp-block-paragraph\">It can be a good way to access money if other fundraising options haven\u2019t been successful, and you\u2019ll always be in control of how much you\u2019re willing to give away and how long you want to run the campaign for.<\/p><p class=\"wp-block-paragraph\">This type of crowdfunding is regulated by the FCA and is similar to other investment funding, such as <a href=\"\/knowledge\/funding\/what-is-venture-capital\/\" data-type=\"knowledge\" data-id=\"1029\" >venture capital<\/a> and <a href=\"\/knowledge\/funding\/angel-investors-guide-for-small-businesses\/\" data-type=\"knowledge\" data-id=\"1020\" >angel investment<\/a>.<\/p><h2 class=\"wp-block-heading\">How does crowdfunding work?<\/h2><p class=\"wp-block-paragraph\">You\u2019ll usually use an online crowdfunding website to register your project and start raising money. We\u2019ve listed a few of the most popular sites below.<\/p><h3 class=\"wp-block-heading\">Getting started (and the best crowdfunding platforms for small business)<\/h3>\n<div id=\"nba-body-001\">\n<\/div>\n<p class=\"wp-block-paragraph\">With a huge global market, there are lots of options for where to host your crowdfunding project. Here are a few of the UK\u2019s most popular:<\/p><ul class=\"wp-block-list\"><li class=\"wp-block-list-item\"><a href=\"https:\/\/www.crowdfunder.co.uk\/\" rel=\"noopener noreferrer\" target=\"_blank\">Crowdfunder<\/a> \u2013 currently 100 per cent free for fundraising in response to Covid-19<\/li>\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.crowdcube.com\/\" rel=\"noopener noreferrer\" target=\"_blank\">Crowdcube<\/a> \u2013 used by everyone from Monzo to tiny fledgling startups<\/li>\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.seedrs.com\/\" rel=\"noopener noreferrer\" target=\"_blank\">Seedrs<\/a> \u2013 features Covid-19 support and \u00a3935.3 million in investment to date<\/li>\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.kickstarter.com\/\" rel=\"noopener noreferrer\" target=\"_blank\">Kickstarter<\/a> \u2013 specifically for creative projects and ideas<\/li>\n\n<li class=\"wp-block-list-item\"><a href=\"https:\/\/www.indiegogo.com\/\" rel=\"noopener noreferrer\" target=\"_blank\">Indiegogo<\/a> \u2013 focused on early-adopter investment for new tech and design projects<\/li>\n\n<\/ul><p class=\"wp-block-paragraph\">Another good place to start is the <a href=\"https:\/\/www.ukcfa.org.uk\/about-us\/members\/\" rel=\"noopener noreferrer\" target=\"_blank\">UK Crowdfunding Association&#8217;s list of members<\/a><\/p><p class=\"wp-block-paragraph\">Once you\u2019ve picked your platform, you\u2019ll need to register your project. Remember, as well as registering, you\u2019re telling your audience about you, what you\u2019re trying to achieve and why their investment is so important, or valuable.<\/p><h3 class=\"wp-block-heading\">Hitting your target<\/h3><p class=\"wp-block-paragraph\">Once your campaign\u2019s set up, it\u2019s time to promote it on social media, your email list and just about anywhere you have an engaged audience. Explain how their small donation is going to help you make your business better for them, as customers. Keep them up to date with how the fundraising\u2019s going, and drive momentum.<\/p><p class=\"wp-block-paragraph\">Remember, many crowdfunding websites or platforms take an all-or-nothing approach. That means, if you don\u2019t hit your target, no money is paid. So it\u2019s worth going all-out on your other channels to raise awareness.<\/p><h3 class=\"wp-block-heading\">Where\u2019s the money?<\/h3><p class=\"wp-block-paragraph\">Investors can pledge money at any point during your campaign, as long as it\u2019s within the timeframe you set from the start. Once you\u2019ve hit the target and the campaign closes, your crowdfunding website will take a cut from the total amount raised.<\/p><p class=\"wp-block-paragraph\">You may also need to factor tax responsibilities into your crowdfunding plans. For example, reward and investment-based crowdfunding is usually classified as income, and may be subject to income and sales tax.<\/p><h3 class=\"wp-block-heading\">Do you pay back crowdfunding?<\/h3><p class=\"wp-block-paragraph\">It depends on what kind of crowdfunding you\u2019re going for. With donation and reward-based crowdfunding, people are putting their money in for lots of different reasons \u2013 often through personal or social motivation \u2013 but not usually for a hard financial return.<\/p><p class=\"wp-block-paragraph\">Loan-based crowdfunding means that investors get their money back, usually with interest. And with investment-based crowdfunding, people put money in, usually for a share of your business. So they\u2019ll see the value of their shares rise and fall, but you don\u2019t need to pay back their investment.<\/p><h2 class=\"wp-block-heading\">Crowdfunding pros and cons \u2013 is it right for my business?<\/h2><p class=\"wp-block-paragraph\">Here are a few of the biggest advantages that come with crowdfunding, plus some of the bug-bears:<\/p><h3 class=\"wp-block-heading\">It simplifies your pitching (and avoids the bank)<\/h3><p class=\"wp-block-paragraph\">Traditionally, to secure investment and finance you\u2019d probably need to hit a few different banks and potential investors, tailoring your pitch and plans accordingly. Crowdfunding means your campaign, details and progress are all hosted in one spot, for would-be investors to assess at their leisure.<\/p><p class=\"wp-block-paragraph\">Yes, you\u2019ll need to put targeted effort into promoting your crowdfunding to the right audience. But you won\u2019t be spending time preparing for pitch after pitch.<\/p><h3 class=\"wp-block-heading\">It\u2019s usually quick, with no upfront fees<\/h3><p class=\"wp-block-paragraph\">You\u2019ll need to be organised, with somewhere other than your pitch for investors to go and get acquainted with your business. But once your campaign is live, you can raise funds relatively fast, without waiting out a lengthy decision process from a bank, for example.<\/p><p class=\"wp-block-paragraph\">Many sites also feature no upfront fees for setting up and running your campaign, making the money even more accessible. But remember, fees and percentage cuts may apply once you\u2019ve reached your target.<\/p><h3 class=\"wp-block-heading\">It gives an attention-grabbing story (and connected fanbase)<\/h3><p class=\"wp-block-paragraph\">The nature of crowdfunding means that your investors are usually engaged with your project \u2013 more likely to click on your emails, for example, or stick with your product when loyalties are tested.<\/p><p class=\"wp-block-paragraph\">A great example is UK beer brand BrewDog, who\u2019ve raised millions of pounds through innovative crowdfunding since launching in 2007. It\u2019s now a household name, but part of its secret is a huge community of super-loyal small-level investors, as passionate about the \u2018anti-business business model\u2019 as they are about the beer.<\/p><h3 class=\"wp-block-heading\">You need to be super-clear<\/h3><p class=\"wp-block-paragraph\">With crowdfunding, you can\u2019t get on a Zoom meeting with a potential investor, look them in the eyes and explain your complex but brilliant project. Your online pitch space needs to be clear, attention-grabbing and easy to invest in, even if you\u2019re asking the audience to take a risk.<\/p><p class=\"wp-block-paragraph\">On the plus side, if it falls flat, you\u2019ve secured some valuable market research and some platforms will let you ask for feedback.<\/p><h3 class=\"wp-block-heading\">It requires effort<\/h3><p class=\"wp-block-paragraph\">Crowdfunding isn\u2019t just a case of signing up to a platform, handing over a few details and some nice wording about your project, posting it on social media and waiting for the money to start rolling in. You\u2019ll need to push it every step of the way, reminding people that time\u2019s running out, and maybe spend a bit of money on promotion, gearing up your website for higher traffic.<\/p><p class=\"wp-block-paragraph\">You\u2019ll also need to be on-hand to answer any questions, man your <a href=\"\/knowledge\/marketing\/what-is-good-customer-service\/\" data-type=\"knowledge\" data-id=\"990\" >customer service<\/a> or social media channels and let no scrap of engagement go to waste.<\/p><h2 class=\"wp-block-heading\">Finally \u2013 make crowdfunding work for your business<\/h2><p class=\"wp-block-paragraph\">So now that you\u2019ve secured your funding and have a new crowd of avid, excited followers and investors to boot, what next? Deliver, or disappoint. The harsh reality of crowdfunding is that you\u2019ve set very public expectations, and failing to meet them or missing promised timescales will frustrate people, turn them off to the product, and put you in the firing line for bad publicity.<\/p><p class=\"wp-block-paragraph\">A good tactic here is to be really upfront, stay connected with your audience and share your journey with them. They\u2019ll be much more forgiving if they\u2019re up-to-date with your challenges, and excited for a product that\u2019ll be worth it in the end.<\/p><ul class=\"wp-block-list\"><li class=\"wp-block-list-item\"><a href=\"\/knowledge\/funding\/small-business-funding-and-investment\/\" data-type=\"knowledge\" data-id=\"18378\" ><strong>A guide to business funding<\/strong><\/a><\/li>\n\n<li class=\"wp-block-list-item\"><a href=\"\/business-insurance\/faq\/is-business-insurance-a-legal-requirement\/\"><strong>Is business insurance a legal requirement?<\/strong><\/a><\/li>\n\n<\/ul><p class=\"wp-block-paragraph\"><strong>Have you used crowdfunding to get your business to the next stage? Let us know in the comments.<\/strong><\/p>\n\t\t\t\t\t<div class=\"wp-block-group has-azure-200-background-color has-background has-global-padding is-layout-constrained wp-container-core-group-is-layout-94e519ba wp-block-group-is-layout-constrained\" style=\"padding-top:var(--wp--preset--spacing--80);padding-right:var(--wp--preset--spacing--40);padding-bottom:var(--wp--preset--spacing--80);padding-left:var(--wp--preset--spacing--40)\"><h3 id=\"readytosetupyourcover\" class=\"wp-block-heading has-text-align-center\">Ready to set up your cover?<\/h3>\n\n<p class=\"has-text-align-center wp-block-paragraph\">As one of the UK&#8217;s biggest <a href=\"\/business-insurance\/\" data-type=\"page\" data-id=\"5152\" >business insurance<\/a> providers, we specialise in <a href=\"\/business-insurance\/public-liability-insurance\/\">public liability insurance<\/a> and protect more trades than anybody else. Why not take a look now and build a quick, tailored quote?<\/p>\n\n\n\t\t\t\t\t<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n\t\t\t\t\t<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/quote.simplybusiness.co.uk\/business\">Start your quote<\/a><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\n<div id=\"nba-body-end\">\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Do you pay back crowdfunding? What are the UK\u2019s best crowdfunding sites for small business? Read our complete guide to crowdfunding for business.<\/p>\n","protected":false},"author":3,"featured_media":26281,"comment_status":"open","ping_status":"closed","template":"","meta":{"sb_hreflang":"","sb_hreflang_url":"","disable_breadcrumbs":false,"sb_breadcrumbs":[],"sb_reviewed_by":"","sb_review_date":"","sb_enable_content_gating":true,"footnotes":""},"categories":[330,336,110],"hidden-category":[],"coauthors":[92],"class_list":["post-924","knowledge","type-knowledge","status-publish","has-post-thumbnail","hentry","category-funding","category-business-structure","category-business-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Crowdfunding for small business: the complete guide<\/title>\n<meta name=\"description\" content=\"Do you pay back crowdfunding? What are the UK\u2019s best crowdfunding sites for small business? 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