According to Oscar Jofre, equity crowdfunding is the Holy Grail of the crowdfunding phenomenon that is sweeping the globe. Unlike the other types of crowdfunding, equity financing is highly regulated. It has to be, to prevent widespread fraud. But don't let that put you off.
Whether the business is seeking donations or shares, the principle of transparency remains. You must put yourself in the client's shoes, i.e. the potential investors. What would they want to know about your company that will allow them to make a decision? Human beings have to take the responsibility of the decisions they make.