Crowdfunding for Change: How Sport England and Crowdfunder Are Empowering Grassroots Clubs
by Tom Wood | Jun 19, 2025 | Stories
In the latest episode of Podcast on Purpose, host Philippa Forrester dives into the vibrant world of grassroots sport and uncovers how crowdfunding—boosted by match funding from major partners like Sport England—is transforming communities across the UK.
This special “sporty episode” features insights from Crowdfunder Co-Founder and Co-CEO Simon Deverell, Partnership Delivery Manager Chloe Jones, England cricket legend Anya Shrubsole, and Patrick William Howlett of South Shields Cricket Club. Together, they explore the social power of sport, the ripple effects of inclusive funding, and why now is the time to invest in our local clubs.
Listen to the episode wherever you get your podcasts:
Match Funding: A Game-Changer for Grassroots Clubs
At the heart of the discussion is match funding, a vital mechanism that pairs public donations with contributions from funding partners. As Simon Deverell explains:
“Crowdfunder has a bit of a unique position in the fundraising space… we are working with Sport England, who’s one of our largest partners in terms of fundraising and match funding.”
Crowdfunder’s platform matches projects to potential funders, offering sports clubs across the UK access to crucial financial support. According to Chloe Jones, this approach doesn’t just double the money—it multiplies the impact:
“For every £1 Sport England put in, clubs raise £2.13 from the crowd. It goes even further and makes even more of an impact.”
Since launching their partnership in 2018, Crowdfunder and Sport England have supported hundreds of grassroots initiatives. One of their landmark programmes, Active Together, saw 895 projects raise nearly £15 million. Building on that success, the Sport England Movement Fund is now the primary source of match funding support for community clubs looking to get more people active and involved in sport.
Beyond the Pitch: Why Grassroots Sports Matter
It’s not just about goals scored or games won. The real value of grassroots sports lies in community cohesion, youth development, and social wellbeing. As Chloe describes:
“It’s making an enormous impact in grassroots sports… putting that money back into the community. It makes such an impact in terms of social value, as opposed to just that financial benefit from the clubs themselves.”
Simon echoes this sentiment:
“These community clubs are bringing people together. They’re getting communities active. They are tackling social isolation, and they’re making a happier community.”
Girls’ Cricket Takes the Spotlight
A standout story comes from South Shields Cricket Club, where a campaign to create a girls-only team was so successful it raised £25,000 with the help of over 140 supporters—and crucial match funding from Sport England.
Patrick Howlett shares:
“We might get ten coming back on a Friday night, but within a month we had 50 coming. It’s just really taken off from there.”
He emphasizes equal treatment and opportunity as the key to success:
“We just treat the girls the same as the boys now… and I find the girls really like that.”
Bringing in a female coach—former Zimbabwe women’s cricket captain—added another powerful layer:
“I think it’s huge… all the girls are being coached by an international cricket captain.”
And the benefits go far beyond sport. As Patrick highlights:
“Girls who play team sports… earn more money as adults, gain better qualifications, are less likely to experience domestic abuse, and have better mental health. They just live generally happier, more successful lives.”
Cricket Legend Anya Shrubsole on the Power of Starting Local
The episode also features Anya Shrubsole, former England cricketer and 2017 World Cup winner. She reminds us that even the biggest stars begin at local clubs:
“International cricketers don’t grow on trees… they all start somewhere—at school, at their local cricket club. That is where future international cricketers currently are.”
Her reflections underscore the importance of grassroots investment:
“The grassroots game is huge… that’s where every cricketer comes from.”
Why Crowdfunding Works for Sport
Crowdfunder’s model does more than raise money—it builds movements. As Chloe Jones explains:
“It works as a bit of a marketing campaign for that club… they’re telling the community about these amazing projects. It increases volunteers, support, awareness. It’s so much more than just about funding.”
Simon adds:
“Raising £30,000 to £40,000 is quite hard. But if someone steps in alongside you and says, ‘Here’s half,’ it makes it a lot easier. That marketing trick—‘your tenner becomes twenty’—is really important.”
Ready to Start Your Own Project?
If you’re part of a sports club or community group looking to fund new equipment, improve facilities, or launch an inclusive initiative, crowdfunding with match funding could be your winning ticket. As Patrick says:
“Even I’ve offered to help [other clubs], it’s just so easy.”
From improving mental health to creating life-long friendships, the benefits of sport ripple far beyond the playing field. And thanks to crowdfunding, those ripples are turning into waves of change across the UK.