Start with the ask, not the history
Most owners open with the year they founded the shop. Readers decide in about ten seconds whether to keep scrolling, so spend those seconds on what you are raising for and why it is urgent.
A good opening is two sentences: what the money buys, and what happens if it lands. The founding story still belongs on the page — just underneath.
The page structure that works
- 1Headline
The project in under ten words. "Rebuild our kitchen after the flood" beats "Support Maple Street Diner."
- 2One-line summary
The plain-language version a friend would text to another friend.
- 3What the money does
A short breakdown by category. Specific numbers read as competence.
- 4Your story
Who runs the place, how long you have been there, what the community means to the business.
- 5Rewards
Three or four tiers, each with a clear, deliverable perk.
- 6The close
A direct ask, plus what a backer can do if they cannot pledge — share it.
Photos do more work than words
- A photo of the owner's face, looking at the camera, in the space.
- The actual thing being funded — the empty corner, the broken oven, the blueprint.
- The product or service at its best, shot in daylight.
- Customers or staff, with their permission.
Write updates before you need them
Plan four updates at launch: the first-week thank-you, the halfway mark, the final week push, and the delivery report. A campaign that posts is a campaign that stays in feeds and inboxes.
Updates also protect you later. If a reward is delayed, backers who have heard from you every week are patient. Backers who have heard nothing since they paid are not.
Common questions
How long should the story be?
Aim for 300 to 600 words. Long enough to build trust, short enough that a phone reader reaches the reward tiers.
Should I include a video?
A short phone video of the owner speaking plainly outperforms a polished ad. It is not required on Pledzy, but photos are — a campaign without images rarely gets funded.
Can I edit my campaign after it goes live?
Yes. You can edit the story, photos and rewards from your campaign manager, and post updates at any time. Major changes to the goal or deadline are visible to backers.
Keep reading
A step-by-step guide to raising money for a small business from your own community — what to ask for, how long to run, and what to offer backers in return.
Reward tiers that people actually want, priced so fulfilment never costs more than it raises — with examples for cafés, shops, services, trades and nonprofits.