He has got into the habit of starting the crowdfunder immediately after he's sent the letter before action, so we can see his side of the story but we don't see a reply from the respondent saying "Dear Jolyon, thank you for your letter of 23rd ult., we have examined your complaint and for XYZ reasons we find it to be a load of bollocks."
I don't suppose that breaches any rules, but it feels like sharp practice.
But he's brought in the big bucks with his nonspecific Trans Rights Fighting Fund, which doesn't have a respondent or litigation strategy attached. His projection stunt looks like literally spaffing money up the wall, but I suppose he feels that if he stages stunts demonstrating his allyship, the trans community will be happy with that.
Maybe he's right, but the trans community do have a habit of demanding the moon and getting very angry when they don't get it. If Jolyon leads them to believe he's going to overturn the SC ruling, they'll expect him to do it.