Your project page is where someone decides whether to support you. The good news? You don't need to be a professional writer or marketer to create a page that works, you just need to tell your story clearly, honestly and with a bit of heart.
Crowdfunder is registered with the Fundraising Regulator, and its guidance is built around one simple idea: supporters back projects they trust. Everything below will help you build that trust and turn visitors into backers.
💬 Start with your story
People give to people, not to targets. Before anything else, your page should answer three questions any visitor will have within seconds:
Who are you, and why does this matter to you?
What exactly will the money make happen?
Why now?
Write the way you'd talk to a friend over a cup of tea. Short sentences, real emotion, no jargon. If you're raising funds to save a community space, don't open with "we are seeking funds for..." - open with what that space means to the people who use it.
📸 Show it, don't just say it
A strong image or short video can do more than a thousand words of description. Aim for:
Real photos of your project, your people and your place- authentic always beats polished
A short video, even one filmed on your phone, where you speak directly to supporters
Good lighting and decent quality - it signals you've put care into your campaign
Avoid stock and AI photos. Supporters can spot them a mile off, and they break the personal connection you're working hard to build.
💷 Be crystal clear about the money
This is where trust is won or lost. The Fundraising Regulator asks that every project page clearly explain:
Who is running the project- a named person or organisation
What the money is for- a specific purpose, or for the recipient to use as they see fit
Your target and deadline- how much you're raising and by when
Any deductions- what will come out for expenses
Charity details- if you're raising funds for a charitable institution, name it. And if the money is for a specific purpose, check that the charity knows and is happy to receive it for that purpose
What happens to the money if things change- if you don't hit your target, if you raise more than your target, or if the original purpose is no longer valid
This might feel like admin, but it's actually persuasion. A supporter who can see exactly where their money goes is far more likely to give and to share your project with others.
Thinking through these questions will also help you choose the right funding model for your project, so take a moment to consider which best supports your aims before you launch.
🧭 Choose the right setup for your campaign
How you present your project should match who's behind it:
Individual campaigns work best when the project is driven by one person, without formal backing from a group
Community group campaigns suit organisations, student groups and charities — and may open doors to extra funding through Crowdfunder Live Funds. Check whether your campaign needs to be registered as a legal entity, such as a charity or CIC
🤝 Going for match funding? Make your page work harder
If you're applying to a specific fund, your project page is part of your application. Funders read it, so make the connection between your project and their priorities impossible to miss.
Take the Aviva Communities Fund as an example. It backs projects in two areas:
Climate action — initiatives that contribute to environmental sustainability or tackle climate-related challenges in your community
Financial wellbeing — projects that improve financial literacy, provide guidance and support, or build financial resilience
Don't leave funders to join the dots. Use your project story to spell out exactly how you fit:
Raising funds for a money skills workshop? Describe the specific skills and support people will gain, and how that builds financial resilience
Running a community garden or repair café? Detail the practical, measurable ways it benefits the environment locally
Wherever possible, point to tangible outcomes- numbers of people helped, sessions run, trees planted. Funders love evidence, and so does the crowd.
✅ Your pre-launch checklist
Before you hit publish, give your page one last look:
Does it open with a story that makes people care?
Is it obvious who you are and what the money will do?
Have you covered the what-ifs- missed target, exceeded target, change of plans?
Are your images real, clear and yours?
Have you added social media links so supporters can spread the word?
If you're targeting a fund, does your story clearly match its criteria?
A great project page isn't about perfection, it's about being clear, honest and human. Get those right, and you'll give your supporters every reason to believe in you.