Creating a fundraising campaign that successfully raises funds for someone in need starts with crafting a compelling crowdfunding story. Your story is the foundation upon which you can build an emotional connection with potential supporters and inspire them to donate to your cause.
In this guide, we have compiled a list of 10 essential elements to consider when writing a powerful online appeal, now with updated insights and a few timeless tips drawn from previous years of experience.
Get inspiration from skilled storytellers
Before penning your story, take some time to explore successful fundraisers and their stories. Look for examples of courageous storytelling that moved you to tears, touched your heart, or left you feeling inspired. Reflect on the specific aspects of these stories that resonate with you and consider how you can incorporate similar elements into your own narrative.
You may also find it helpful to explore online media articles or blog posts relevant to your cause, or link to a social media page that shares regular updates.
Give your fundraiser a title
The title of your fundraiser is the first introduction to your campaign. It holds immense power as it draws attention to your plight and can encourage potential donors to visit your campaign page. Will you choose a lighthearted approach to grab attention or an emotive one to tug at heartstrings? Whatever you choose, make sure to include the name of your beneficiary and highlight their specific need for fundraising.
Introduce your beneficiary
Begin your crowdfunding story by introducing the person or people you are fundraising for. Who are they? What is their name, age, and where do they come from? What are their achievements, dreams, or struggles?
Provide meaningful background information and include a few personal details to help readers form a connection. Mention local details where possible (e.g., a nearby school or hospital) to make your campaign feel more relatable to local donors.
As the storyteller, what is your personal relationship to the beneficiary or the cause? Sharing your personal connection can help build trust and credibility with potential supporters, and allow them to better empathize with your cause.
Eldorét Visser started her BackaBuddy campaign with the hope of reclaiming her health after a life-changing breast cancer diagnosis. As a first-time mom and newlywed, she faces major surgery and a long recovery with limited medical aid support. Through this campaign, Eldorét hopes to ease the financial strain, heal fully, and continue being the strong, loving mother and woman she is meant to be.
What led you to crowdfunding?
Capture the defining moment that motivated you to start your crowdfunding campaign. What specific event or circumstance sparked your decision to seek support from others? Whether it was a personal experience, financial hardship, or sudden crisis, express it in a clear and captivating sentence or two. This will give your story context and provide potential donors with a deeper understanding of the situation, and how the needs, which your crowdfunding campaign hopes to address, came to be.
Your funding needs
Clearly define the need or challenge you’re raising funds for. Share the urgency and the real impact on the person’s life. Where possible, include a transparent cost breakdown to help supporters understand exactly what their contributions will go toward.
Example: Porky’s People created a campaign to purchase 100 digital food vouchers worth R250 each to feed vulnerable families in Pietermaritzburg during the lockdown.
Donors appreciate honesty and clarity, especially when they can see how their donation will make a real difference.
If your campaign is time-sensitive, be sure to state your deadline or time frame clearly so supporters know when their help is most needed.
To build donor trust, clarify how the funds will be administered—whether they will be paid to a personal account or directly to service providers such as schools, hospitals, or non-profit organisations.
The Impact of your campaign
It’s important to clearly communicate the positive impact donations will have if the campaign is successful. This could include specific goals you hope to achieve or the positive changes that will occur in the beneficiary’s life. Donors contribute to causes because they are hopeful and empathetic individuals that want to be a part of the solution and know in their hearts that have made a meaningful difference.
Every donation to Nonny’s campaign brings immediate relief to children and families in Promiseland who would otherwise go hungry, especially over weekends when school feeding programs aren’t available. Your support helps Ikhaya Lethu serve hot, nutritious meals to up to 100 people at a time, offering not just food, but dignity, comfort, and hope.
Call to action
Encourage potential supporters to donate to your cause and share your campaign with their networks to help reach a wider audience. Reiterate your gratitude and remind donors of the impact they will help to create for your beneficiary. Additionally, include links to your social media channels where donors can receive regular updates on the progress of the campaign.
Editing
It’s important to take the time to edit and refine your message before sharing it with potential supporters. Keep your message short and concise, no longer than 200-500 words, and use paragraphs and comfortable spacing to separate your ideas. To highlight important information, consider bolding, underlining, or italicizing key phrases or words.
It’s also important to maintain a friendly and conversational tone throughout your campaign message. Don’t be afraid to inject some personality into your story, as it will put donors at ease and encourage them to support you on your fundraising journey.
Before sharing your campaign, be sure to do a quick spelling and grammar check. Consider asking someone you trust to proofread your story for you, as they may be able to catch errors or provide valuable feedback.
Visual Storytelling
Incorporating visual elements such as images, infographics and videos into your crowdfunding story can make your appeal more compelling to donors, as it brings the cause to life and adds a sense of relatability to your cause.
Studies indicate that fundraisers with a video tend to raise 4X more funds than those without, as it can build an emotional connection with potential supporters, increase credibility, and make it easier to convey complex information. When selecting visuals for your campaign, ensure that they are high-quality and relevant to the story you are sharing.
Sean Clarke, a Para-athlete from Johannesburg, provides a great example of an effective crowdfunding video. In his campaign to raise funds for James, a teenager in need of a prosthetic leg, Sean created a short yet impactful video introducing James and his lifelong struggles.
Updates & Milestones
To keep your supporters engaged and invested in your crowdfunding campaign, it’s essential to provide regular updates. Let your donors know when you reach important milestones and express your appreciation for their continued support. Share the impact that contributions have made, so that donors may see the measurable difference they have created. Regular updates not only build trust but also motivate continued support.
Conclusion
In conclusion, crafting a crowdfunding story is more than a mere appeal for donation it’s about creating a heart-to-heart connection with potential donors. Showcase the real people behind their struggles and their dreams. Demonstrate the impact funds will have on your beneficiary and be transparent about how funds will be used. By bravely sharing your story with authenticity and vulnerability, you can inspire others to join your cause and make a meaningful difference in the lives of those in need.
How Can We Help?
Get your questions answered by our friendly support team. Contact us to get all your questions answered. Answers to our most frequently asked questions are just one click away! Our Knowledge Base gives you detailed articles curated by our customer success experts.
George, Western Cape, South Africa – Lynnette (Lynn) Blignaut called for global support from Thailand, where her daughter, Ashley Oosthuizen (26), had been wrongfully imprisoned for five years. Lynnette launched a crowdfunding campaign through BackaBuddy to manage living and legal expenses as they continued to fight for Ashley’s release.
Background
After graduating from Outeniqua High School in George, Western Cape, Ashley moved to Thailand in 2018. She initially worked as a teacher on the island of Koh Samui, but after being laid off, she secured a managerial position at the restaurant Hot in the Biscuit, which offered her a fresh start and hope for a stable, fulfilling life in Thailand.
However, her dreams were abruptly shattered on 8 October 2020, when Ashley unknowingly accepted and signed for a package containing 250g of MDMA, intended for someone else. Despite her innocence, she was implicated and arrested, leading to a wrongful conviction.
Pictured above: Ashley Oosthuizen
Heartbreakingly, at just 22 years old, Ashley was sentenced to death. After a lengthy legal battle, her sentence was reduced to life imprisonment and later reduced again to 33.4 years. However, justice had not yet been served. Her next appeal in Thailand’s High Court remained pending, with no court date yet confirmed. If clemency was not granted, Ashley would only be released at the age of 56.
Ashley’s Reality
Despite the challenges of prison life, Ashley showed remarkable resilience. Her Thai became excellent, enabling her to communicate and build friendships with fellow inmates. These connections provided mutual support and a sense of security in an environment where vulnerability was a constant risk.
Every day was a battle—to endure, to stay hopeful—but she remained grounded in her faith, and learned to put her trust in the living God, offering help to others and reading whenever possible, though she was only allowed nine books a year.
Lynnette expressed the heartbreak of being unable to protect her daughter, saying, “Ashley’s resilience, but most of all, my trust in Father God’s care for her, gives me hope despite the uncertain future she faces.”
For years, Lynnette and Ashley were only allowed to see each other through a Perspex divider, speaking for just 15 to 20 minutes, twice a week, at a time via phone, each confined to separate rooms. But on Friday, 24 January 2025, for the first time in nearly six years, Lynnette was granted a contact visit with Ashley—a deeply emotional reunion.
Pictured Above: Ashley Oosthuizen with her mom, Lynnette Blignaut. (January 2025)
Ashley’s Needs
Ashley still needed financial support for daily survival, as prisons in Thailand did not provide basic necessities—they provided watered-down rice three times a day, often containing questionable foreign objects. To stay healthy, Ashley had to buy her own food, toiletries, bottled water (as the available water was not always safe to drink), and pay for laundry.
Lynnette continued to fight for her daughter, saying, “As a mother, I did what any parent would—I uprooted my entire life and moved to Thailand in 2022 to be close to Ashley, visit her, and fight for her freedom. Staying here was crucial, as leaving would be devastating for her. However, due to visa restrictions, I was unable to work, and without a source of income at the moment, and my savings running out quickly, I would soon have to rely entirely on donations to cover Ashley’s daily needs in prison as well as my own living expenses while I remained by her side.”
Crowdfunding on BackaBuddy
To help cover these essential expenses, Lynnette launched a crowdfunding campaign on BackaBuddy. Donations supported Ashley’s daily needs in prison, including food, bottled water, hygiene products, and laundry, which amounted to approximately ฿14,700 (R7,791) per month. Additionally, unexpected legal costs could arise, adding to the financial burden.
Funds also helped Lynnette remain in Thailand, ensuring she could continue visiting and advocating for Ashley—something vital to Ashley’s mental and emotional well-being. Her living expenses totaled around ฿17,000 (R9,010) per month. Combined, their monthly expenses amounted to ฿31,700 (R16,801). A full breakdown of costs was available on the crowdfunding page.
The campaign had already raised over R64 000 from 96 donors in just one month, demonstrating Ashley’s incredible support network and the widespread compassion for her cause. These funds were managed through Hearts4Ashley, an NPC established to support Ashley’s fight for justice.
“To everyone who had supported us along the way—whether through donations, prayers, messages, or simply caring about Ashley—thank you. Your kindness and generosity carried us through the hardest moments, and knowing that so many people cared about my daughter meant more than words could express.”
Follow Lynnette for Updates
Lynnette posts regular updates on Ashley’s situation and their fight for justice through the following social media pages:
Lynn Blignaut, the devoted mother of #AshleyOosthuizen, has shared a heartfelt message of thanks to the 95 generous donors who have supported their BackaBuddy campaign.
Thanks to your kindness through once-off and monthly recurring donations, over R62 000 has been raised — a true blessing that will help cover their living expenses for the next 3.5 months while Ashley remains behind bars in Thailand.
Watch the video to hear Lynn’s message of gratitude: https://youtube.com/shorts/E6n-saAcbWA?feature=share
If you’ve been touched by Ashley’s story, please consider supporting their campaign or sharing this post with someone you know. Incredible things happen when people come together.
For a crowdfunding campaign to succeed in the digital age, campaign creators need to connect with their audience through positive storytelling and visual content. In this guide, we will be discussing how a crowdfunding campaign video can empower your campaign and allow you to raise more funds and awareness for your cause. If you missed our guide on campaign story writing, please click here.
Why create a campaign video?
Crowdfunding campaigns supported with relevant and campaign-specific video content tend to raise 4 times more funds on average.
When sharing on social media, video content also increases your engagement up to 7 times – this means that your post is more likely to be shared and reach more people than a static image or written post.
Shoot a video on your phone
For the purpose of a crowdfunding campaign, you don’t need professional lighting, equipment, or editing skills to convey a powerful message. We recommend shooting a short, personal, and informal message on your cellphone that can be posted on social media as well as your crowdfunding campaign.
Make sure you are presentable and wearing comfortable clothes (try to avoid clothes with busy designs or a lot of text).
Choose a clear backdrop or tidy background to shoot your video.
Try to eliminate as much background noise as possible.
Lastly, just be yourself.
Telling your story
Keeping in mind that your video should be between 1-3 minutes long, try to answer these questions in a friendly, positive manner:
Who are you fundraising for?
What are you fundraising for and how will funds be used?
What will the positive impact of donations be?
What led you to a crowdfunding campaign? (Turning point)
What is your time-frame?
How will funds be administered? (paid into a personal account or directly to a supplier/institution?)
Let viewers know where they can make a donation
Ask viewers to support your campaign by donating on BackaBuddy and ask them to help share your campaign with their friends and family. Remember to include your campaign link in the post you create to make donations easy.
Include text and images in your video
💡 Did you know? Videos are commonly watched without sound? Using simple video editing software, make your video more engaging by adding images, text, captions, or animations to expand on your campaign message.
Video Editing software to use
For simple video editing, we recommend using apps like Vue or InShot – free apps available on both IOS and Android devices. Watch these tutorials below to help you make your decision.
If you would like to include music in your video, avoid copyrighted material as this is often muted on social media and could have legal implications. Luckily, YouTube has put together an Audio Library of free, copyrighted music anyone can use.
Take a look at these inspiring videos on BackaBuddy
From living as a homeless man on the streets of Pretoria, Llewellyn Barnes defeated all odds to participate amongst professional players in major golf tournament. With his crowdfunding campaign, set up by non-profit organization, Fearless Love, Llewellyn shared his life story and where his love of golf began. Read more.
American intern, Joseph Payne, made an inspiring and informative video for his Backabuddy campaign to support the DOCKDA Rural Development Agency. Using a combination of images, text and snippets of video, he perfectly described his crowdfunding project.
When Amahle Zenzile was unable to attend the South African Junior Chess Champions Closed in Johannesburg, her best friend and fellow competitor, Trinity Van Beeck set up a crowdfunding campaign on her behalf. In their campaign video, Trinity and Amahle challenged each other to a friendly game of chess and shared details of their close friendship. Read more.
The Owen’s family, put together an emotive video with their crowdfunding campaign for IVF treatment. With enough background information we got a sense of what they were going through.
20 years ago, Marlene Spies went into kidney failure and was in a coma for a long time. The medication she was given affected her the ability to hear and see. To restore her hearing with a Cochlear Implant her granddaughter set up a campaign on BackaBuddy. The positive impact donations would have on Marlene’s life and wellbeing is undeniable in this short video.
Blankets for Baby Rhinos put together a short yet effective ‘thank you’ message onto their campaign to show how donations had already been put to use.
When Kerryn and Michelle Hugo shared the news with their beloved domestic worker, Antonia Mtambo that the campaign to build her a new home had exceeded their initial fundraising target, her response was so heartfelt that donations kept coming in and the video even made national news! Read more.
💡 Did you know that on Facebook video content results in 7 times more engagement? (likes/comments/shares). Learn more about posting your campaign video on Facebook here.
Create a crowdfunding campaign
South Africa’s leading crowdfunding platform, BackaBuddy has supported more than 10 000+ individuals and charities in setting up fundraising campaigns for medical fees, tuition and various causes in South Africa. The platform has thus far risen over R390 Million.
South Africa – December 2024: BackaBuddy, South Africa’s leading donations-based crowdfunding platform, is spreading joy this festive season with an exciting announcement: 0% platform fees on all crowdfunding campaigns launched between 1–31 December 2024.
Pictured above: Patrick Schofield (BackaBuddy CEO), and Catherine Du Plooy (BackaBuddy CGO)
A Gift to the Community: 0% Platform Fees for December
As part of its ongoing commitment to helping people make a meaningful impact, BackaBuddy is excited to extend this offer to all campaign creators for December—giving them the opportunity to raise more funds for the causes they care about, with only third-party payment gateway fees applying.
“At BackaBuddy, we are constantly inspired by the generosity, kindness, and compassion we see across our platform, especially in the lead-up to the festive season,” says Catherine Du Plooy, Director and Chief Growth Officer at BackaBuddy. “This 0% platform fee initiative is our gift to our community—an opportunity for campaign creators to raise vital funds with fewer fees and for donors to make an even greater impact. We want to make it as easy as possible for people to come together and give back this December.”
The Impact of Giving: #GivingTuesday and Over R550 Million Raised
The announcement comes just after #GivingTuesday on 3 December, marking the official start of the giving season. Whether you’re supporting a local charity, helping a loved one in need, or funding a personal cause, there’s no better time to launch a campaign and make a difference.
“We’ve been inspired by the overwhelming acts of kindness and generosity throughout 2024. Thanks to the compassion of South Africans and our dedicated donors from around the globe, R106,930,000 was raised on BackaBuddy this year alone, with 118,000 donors supporting more than 24,500 campaigns. Since our launch in 2015, and with the incredible support of our community, over R550 million has been raised on BackaBuddy in total—a true testament to the power of community-driven giving.”
“At BackaBuddy, our mission goes beyond simply raising funds; we are dedicated to empowering individuals and communities to unite for causes that matter. This December, we aim to amplify this spirit of giving, inspiring even more people to join us in making a meaningful impact.”
Innovation and Integrity: What’s Next for BackaBuddy in 2025
In September 2023, BackaBuddy launched a 0% platform fee for charities year-round, with only third-party payment gateway fees applying. This initiative has been a crucial part of BackaBuddy’s ongoing support for charitable organisations, ensuring more funds go directly to the causes that need them.
In 2024, BackaBuddy also relaunched its website, unveiling new features that further enhance the user experience and ensure that campaign creators and donors alike can navigate the platform with ease.
“Our website revamp in March marked an exciting milestone for us as a team and as an organisation, and we are excited to continue improving and innovating, providing a seamless platform for fundraising and community connection,” says Zane Groenewald, Marketing & PR Manager at BackaBuddy. “But this is just the beginning. There is so much more to come in 2025—exciting new features that will further elevate the experience for both campaign creators and donors.”
A Season of Giving
This December, BackaBuddy invites everyone—whether you are a campaign creator or a donor—to join in unwrapping kindness, creating lasting change, and making the season of giving even more meaningful.
After the excitement of Black Friday and Cyber Monday, #GivingTuesday emerges as a powerful reminder of the season’s true spirit—generosity.
On December 3, 2024, millions of people around the world will unite to celebrate this global movement of giving.
GivingTuesdaySA Video:
This powerful global phenomenon leverages social media and collaboration to inspire individuals and non-profits to engage with their communities, fostering meaningful social change. Sne Vilakazi, the Lead for GivingTuesday South Africa, emphasizes the importance of acknowledging everyday heroes who contribute to making their communities better.
“GivingTuesday provides a remarkable opportunity to encourage and celebrate our everyday heroes who do their bit to make their communities a better place. In a time when it seems like hope is getting lost because of the challenges we face as a country, it’s refreshing and inspiring to see ordinary people raising their hands to be counted as people who contribute to making a difference.” – Sne Vilakazi, GivingTuesday South Africa Lead
Launched in 2012, GivingTuesday began as a simple idea: to create a day dedicated to doing good. Over the years, it has evolved into a global phenomenon that motivates millions to give, collaborate, and celebrate generosity. Asha Curran, CEO, and co-founder of GivingTuesday, underscores the impact of this movement, stating that it inspires people worldwide to drive progress around causes they care about throughout the year.
“GivingTuesday inspires people all around the world to embrace their power to drive progress around the causes they care about, not just on one day but throughout the year.” – Asha Curran, GivingTuesday’s CEO, and co-founder
Image: Charity
BackaBuddy’s December Gift: 0% Platform Fees – Launch Your Campaign This Giving Season
Last year, we’ve been inspired by the 16 million rands donors made to charities which made a real difference in 2023. To celebrate this generosity, we’re offering 0% platform fees for all new campaigns launched from 1 December to 31 December 2024. With only standard third-party payment gateway fees, every rand raised will have an even greater impact.
As #GivingTuesday on 3 December 2024 kicks off the giving season, we invite you to start a fundraiser for personal, medical, community, or charitable causes and make a meaningful difference this December.
Join BackaBuddy, South Africa’s largest donations-based crowdfunding platform, in celebrating #GivingTuesdaySA. Here’s how you can participate:
Donate to a Cause: Visit www.BackaBuddy.co.za and contribute to a cause that resonates with you.
Amplify on Social Media: Share crowdfunding campaigns on BackaBuddy’s social media pages and raise awareness for a cause you are passionate about. Use the hashtags #GivingTuesdaySA or #GivingTuesdaySouthAfrica to join the conversation.
Non-Profits and Community Organizations are encouraged to register on BackaBuddy to raise funds for various needs. Benefit from BackaBuddy’s 0% platform fee for registered non-profit organizations, ensuring that more funds go directly to the causes you serve.
Create A Crowdfunding Campaign: Individuals are encouraged to create crowdfunding campaigns on #GivingTuesdaySA to support a charity they are passionate about.
GivingTuesday invites those interested in joining the movement to visit the GivingTuesday South Africa website or connect on social media via the Facebook page.
Whether you dedicate #GivingTuesday to helping a neighbour, a charity, volunteering your time, or donating funds to a good cause, every act of generosity counts!
Image: Let’s give back this #GivingTuesday
About GivingTuesday:
GivingTuesday is the global generosity movement dedicated to transforming communities and the world through radical generosity. Born in 2012, it has evolved into a global force inspiring hundreds of millions to give, collaborate, and celebrate generosity. GivingTuesday envisions a world where the catalytic power of generosity unlocks dignity, opportunity, and equity worldwide.
Pictured Above: Ashley Oosthuizen with her mom, Lynnette Blignaut. (January 2025)
Image: Charity
Image: Let’s give back this #GivingTuesday