You have a project and a blank page, and you’re not sure what to say. Here’s how to write a crowdfunding campaign page: answer who, what, where, when and why, state your ask clearly, then add images and updates.
This page is one part of the wider guide to crowdfunding for creators, and it focuses on the words and visuals of the campaign page itself.
| Item | Value |
|---|---|
| Share of crowdfunding page views from mobile | About one third |
| Share of pledges that come from emails | About one third |
| Value of the first Facebook share, in one UK guide | £100 in pledges |
| Suggested length for a press pitch of your story | Under 400 words |
| Minimum draft length before GoFundMe’s story tool can suggest edits | 50 words |
These figures come from The National Archives’ crowdfunding tips and GoFundMe’s story guide. They can change, so check the source before you rely on them.
Start with a short summary and a specific title
Your title and summary are what people see first, including when your link is shared on social media. Keep the summary short and say what you are raising money for and why it matters.
GoFundMe’s guide says a good title names the main person or project and the challenge, and that a call to action can help. Patronicity advises a short, simple name your community will recognise and remember.
Before you publish, check your title against this list:
- It names the project or the person behind it.
- It states the need or the outcome in plain words.
- It is short enough to remember and repeat.
What does a good campaign story include?
Patronicity’s guide to telling your story in crowdfunding lists four characteristics of a good campaign story. Each one is a useful check on your own draft:
- Relatable: it considers who is reading and what would make you excited to give.
- Simple: plain language, with only the details that matter most.
- Clear goals: it says what you want to achieve, beyond raising money, and asks for help.
- Images: pictures that show what the project will look like or explain the budget.
A quick way to start is to ask yourself why the project matters to you. That answer often becomes the heart of the page.
Answer who, what, where, when and why
GoFundMe and Patronicity both tell writers to go back to basics. Work through these questions in order and you will have a draft:
- Who are you, and who is helping with the project?
- What is the project, and what do you want the finished result to be?
- Where will it happen?
- When will it happen, and when does the campaign deadline fall?
- Why did you start the campaign, and why should someone give?
Open with a brief personal introduction, as GoFundMe suggests: who you are in relation to the project and what led you to start it. Write in the first person and speak to the reader directly, with phrases such as “You can help” or “Together, we can”, which Patronicity recommends.
Then run the elevator pitch test from Patronicity: if someone only had time to read one sentence, could it convince them to contribute?
If you have tried other solutions before crowdfunding, GoFundMe suggests sharing what you did and what got in the way. Keep it honest and direct rather than dramatic.
Spell out the goal, the budget and your ask
Readers want to know how their money will be used. Patronicity suggests adding renderings, budgets or other graphics and tables to explain the project, and answering who is organising it and how the funds will be spent.
The National Archives’ guide says a target creates momentum and should be the minimum you need to make the project happen, both ambitious and realistic. A separate guide explains how to set a crowdfunding goal in more detail.
Finish the page with the ask itself. Say how people can give, and name any other ways to support you, such as sharing the page or volunteering. Patronicity also recommends a clear thank-you to supporters.
The format you choose shapes what you ask for, so it is worth comparing recurring crowdfunding vs one-time campaigns before you write this section.
Use images and video to carry the story
Pictures can do work that text cannot. Patronicity says images can show what a finished project will look like or illustrate a budget breakdown, and it recommends a video that speaks directly to your community and asks for support.
You do not need a perfect photo. The National Archives’ guide says to grab a smartphone or camera, show the faces of the people who will benefit, and take landscape photos so the image fills the space on the page.
Patronicity highlights REACH Studio Art Center in Lansing, Michigan, as an example with a clear mission statement and a campaign video. According to Patronicity, that campaign went on to raise over $49,000 from 289 patrons. One example does not prove a method, but it shows what a clear page can look like.
Write for phones, inboxes and updates
Many readers will meet your page on a small screen. The National Archives’ guide reports that a third of crowdfunding page views come from a mobile, so be concise.
Make the page easy to scan:
- Use short sentences and simple language.
- Break the story into sections with subheadings, as GoFundMe suggests.
- Use paragraphs and bullet points rather than long blocks of text.
Email and social sharing matter too. The same guide says a third of pledges come from emails, and that you can prepare most of the text in advance as long as you personalise a line or two for each person. It also says the first Facebook share was worth £100 in pledges, a figure from one UK platform that may not match your own results.
After launch, keep the story moving. GoFundMe recommends frequent updates that share milestones and hardships alike, and The National Archives’ guide says updates keep supporters engaged and more likely to spread the word.
If you pitch local media, that guide suggests telling your story in under 400 words and focusing on the people who will benefit.
Check your draft before you publish
Read the page as a stranger would. GoFundMe suggests writing down how you feel about the cause and then checking that those words appear in your story.
Then read it aloud and ask friends or family for feedback. Good questions include whether it sounds like you are telling a friend, where it feels awkward, and which parts make them care enough to give.
GoFundMe also notes that you can edit your story after the campaign has started, so a first version does not have to be final. If you use its story tool, you need to type at least 50 words before it can suggest word choice, grammar and tone changes.
Frequently asked questions
How long should a crowdfunding campaign page be?
Show answer
The sources give no single length for a page. They advise keeping the story short, plain and focused on the details that matter most, and The National Archives’ guide suggests under 400 words for a press pitch of your story.
Do I need a video?
Show answer
Patronicity recommends including one that features voices invested in your project. The National Archives’ guide says there is no perfect photo, so a clear picture taken on your phone is a reasonable place to start.
What should go at the end of the page?
Show answer
End with your ask: how people can give, any other ways to help, and a thank-you. Patronicity also says to make sure people know the deadline.
How often should I post updates?
Show answer
GoFundMe says to update donors often and to share good news and hardships. The National Archives’ guide says updates on progress or a simple thank-you keep supporters engaged.
