About Pay it Forward

Small businesses are facing enormous challenges whilst playing an important part in the fight against coronavirus. For many, the financial hardship caused by COVID-19 will continue to be felt as London moves from the initial emergency towards recovery. 

Londoners want to support their local independent shops, restaurants, cafés, bars and creatives that they love and value in their communities.

It’s never been more important to work together, as a city, to get through this.

Through our 100% free Pay It Forward initiative with Crowdfunder, businesses can raise vital funds to stay afloat, rebuild and recover from the impact of COVID-19.

Pay It Forward London is part of a wider package of help the Mayor is offering to small businesses, including the London Growth Hub which is delivering tailored one-to-one advisory sessions with small and medium-sized enterprises (SMEs) during the outbreak.

It takes moments to sign up and start a fundraising campaign, and there are no fees or transaction costs. The platform is open to businesses based in London who have been impacted by the COVID-19 restrictions. Members of the public can also ‘nominate’ their local businesses and encourage them to sign up. 

We also recommend reading our Eligibility Guide to ensure your business gets the right support.

Members of the public can also ‘nominate’ their local businesses and encourage them to sign up. 

Start crowdfunding for your business now 

Small businesses are facing enormous challenges as a result of the fight against coronavirus – not least a significant drop in their cashflow.

Londoners value their local independent shops, restaurants, cafes, bars and other small businesses and I’m confident that this goodwill means many will be happy to pay for goods and services now so that they can continue to enjoy them when things get back to normal.

I’m clear that the economic impact of the outbreak and the restrictions brought in to tackle it will be far-reaching and long-lasting – so I’m determined to do all I can to support the economy over the coming weeks and months.