Those crowd funding websites are generally for individuals or companies where giving them money might be a bit less kosha unless backed up by kickstarter or similar.
That’s not true at all if you look at the companies that are using Kickstarter these days (and I was not implying that you guys are not kosher! 😆 ).
The reason for using it is that it’s been proven as a more effective method of separating people from their dosh by offering different “reward levels”. Eg, in your case you could have offered: £10 – warm glow of satisfaction, £20 – warm glow + official sticker set, £100 – segment named after you on Strava, etc.
The fact that it offers accountability & motivation to the people/companies involved is a nice side bonus, of course! Wish you luck in reaching your goal though! 8)