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Pay it Forward London

Woman being served at the till in a cafe with glass screens separating customer and staff for safety
Support your local cafes. Credit: London & Partners/Peter Kindersley
Nominate your local small businesses and encourage them to sign up to the Pay it Forward platform to generate funding.

We're supporting #PayItForward London, the Mayor of London’s crowdfunding initiative, to help local shopsmarketspubsrestaurants and other places that make London great. 

Discover how you can help to protect the future of London's businesses.

What is Pay it Forward?

The Pay it Forward initiative allows businesses to raise vital funds to recover from the impact of coronavirus.


It works by allowing you to purchase goods or services in advance that can be enjoyed in the future, or make a donation to the places you love in your local area.

Get involved in Pay it Forward

Nominate your local business and encourage them to sign up. Plus, show your support for your local businesses by pledging funds in exchange for future rewards.


You can pre-pay for a pint, meal or night out, pick up a branded tote bag or t-shirt, or simply give a donation to your favourite London spots.


The scheme has already raised thousands of pounds for small businesses, but the places on your doorstep need your support.


So Londoners, you know what to do! #PayItForward for the future of London businesses.

Mayor’s Back to Business Fund

The Mayor of London’s £1m Back to Business Fund will offer up to £5,000 in match funding to small and independent businesses through the Pay It Forward London crowdfunding platform delivered in partnership with Crowdfunder UK.

Every pound raised by a business, up to a maximum of £5,000 or 50% of their campaign target, will be matched by the Mayor of London.

The fund is for sectors which rely on physical trading and have been badly affected by the restrictions put in place due to coronavirus. These include retail, hospitality, leisure, tourism, travel, creative and arts, entertainment and recreation, and health and fitness.

To be eligible for the Back to Business Fund, businesses need to start crowdfunding on Pay It Forward London and reach 25% of their campaign target. Once 100% of the target is reached, the funding is released to the business. Businesses that are already crowdfunding on Pay It Forward London are also eligible to apply.

Start crowdfunding for your business now on Pay It Forward London and be eligible for up to £5,000 in match funding from the Mayor of London.

Show your support

You can see what it means and the difference you’ve made to businesses in London by supporting the Pay it Forward scheme:

  • The iconic theatre Hackney Empire raised more than £20,000 in just 48 hours. 
  • Cake lovers have been placing future orders at Peggy Porschen with its special selection of "pay in advance" reward options.
  • The Woodman pub in Southgate has seen an outpouring of support from its local community.
  • Tottenham's Downhills Park Cafe has been supported by residents, raising more than £25,000 in 80 days.

There are many more positive stories of how Pay it Forward is helping small businesses in London. Search for your local businesses and show your support at

You can also find out what's open and when as London begins to ease out of lockdown.