Chief Marketing Officer – Where Mission Meets Metrics
Position Objective:
Location: Cape Town or Johannesburg – Remote, but able to meet/engage with clients (South Africa-based) Sector: Crowdfunding | Social Impact | Performance Marketing Type: Full-time Salary: R50 000 – R70 000 (dependent on experience)
BackaBuddy is South Africa’s leading crowdfunding platform for personal and charitable causes. Every day, we help people raise funds for what matters most — and just as importantly, we help donors see the difference they’ve made.
We believe in the power of stories backed by results. That impact isn’t just something you support — it’s something you can see, measure, and grow. That’s where you come in.
We’re looking for a Chief Marketing Officer who’s driven by purpose but obsessed with performance. Someone who can turn heart-warming outcomes into funded impact — and build the systems that prove that impact at scale.
Your Mission: Build a Growth Engine Fuelled by Proof of Impact
As Chief Marketing Officer, your core responsibility is to broaden BackaBuddy’s brand as the most trusted, successful, and transparent crowdfunding platform in South Africa and beyond.
You’ll lead a multidisciplinary team that transforms campaign milestones into powerful content — ensuring every donor receives clear, timely, and emotive proof of the change they helped create. And by doing that, you’ll convert once-off donors into recurring contributors to social good.
What You’ll Be Driving
Donor engagement systems that ensure every donor receives WhatsApp/email updates showing the real-world impact of their contribution
A content strategy built on campaign success — stories that move people, build trust, and drive repeat giving
Brand visibility and recognition, ensuring BackaBuddy becomes the platform of choice for both fundraising and giving
A data-driven marketing funnel that delivers measurable ROI through traffic, conversions, and brand engagement
You’ll Thrive in This Role If You:
Are a performance-driven marketing leader with a track record of building systems that scale
Know how to translate impact into engagement — turning stories into conversions
Live and breathe metrics like donor retention, user acquisition, CTRs, and engagement rates
Are comfortable building cross-functional teams and collaborating with operations, product, and support to deliver a seamless donor experience
Understand that impact is the outcome — but performance is the path to get there
Have 10+ years in marketing or related experience, with at least 5 years in team leadership
Key Performance Indicators (KPIs):
% of donors receiving meaningful campaign updates
Growth in recurring donors and donor lifetime value
Increases in platform traffic and successful fundraising campaigns
Growth in brand visibility and media mentions across South Africa
What We Offer:
A fast-moving, purpose-driven team
The opportunity to lead marketing for one of SA’s most impactful platforms
Creative freedom backed by performance accountability
A culture of transparency, collaboration, and continuous growth
To apply:
Send your CV / LinkedIn profile, a brief cover letter, portfolio with your best work, and your best GPT conversation (prompt + output — the one that made you pause) to [email protected]
NB: Thank you for taking the time to submit your application. Please note that only candidates selected for interviews will be contacted further.
Aadam Forgan (43), from the Deep South of Cape Town, is preparing to run the Outeniqua Half Marathon on 26 April 2025—while bravely facing stage 4 colorectal cancer. Diagnosed in 2023, just months after his sister was also diagnosed with cancer, Aadam has undergone major surgery and grueling chemotherapy sessions. Now holding onto hope for a life-saving liver transplant, he’s channelled his passion for running into something bigger—raising over R31 500 for CHOC (Childhood Cancer Foundation South Africa) through his BackaBuddy campaign, to support children on their own cancer journeys.
A Journey Through Adversity
Growing up as the eldest of three in Cape Town’s Deep South, Aadam learned resilience from his athletic father. After losing a kidney at age 14, he turned to surfing and running, discovering the peace and strength both sports offered. Two decades later, he built his own construction company, mentoring young tradespeople and embracing the challenges of the industry.
Photo above: Aadam Surfing
When his sister was diagnosed with stage 3 colorectal cancer at the end of 2022, doctors urged the entire family to get screened. Aadam’s colonoscopy revealed stage 4 cancer with eighteen liver metastases—yet he had experienced no symptoms. Today, he faces chemotherapy sessions that can last six to eight hours.
“When I go in for chemo, there’s a separate ward for kids,” he reflects. “Through the curtain, sometimes you’ll hear laughter. Other times, tears. I’ll unplug my IV stand, walk with my six drips to the window overlooking the freeway, and let my own tears fall quietly—so I don’t disturb the others. Those children and their families are never far from my mind.”
Running for Hope
Despite the physical toll of treatment and surgery, Aadam has trained steadily since his operation last November. Running, he says, is more than exercise—it’s proof of survival.
“When I run, I feel very optimistic and hopeful, because I know how much I’ve overcome to even have the opportunity to run. I wanted to share this hope with others and help kids facing the same challenge my sister and I are confronting. It didn’t matter if I raised R100 or R10 000; dropping a pebble of hope can start a much bigger wave.”
His BackaBuddy campaign, launched just 13 days ago, has already surpassed its R20 000 target, with over R31 500 raised by 47 generous donors. Every rand supports CHOC’s work—from hospital visits to family counseling—ensuring that children with cancer and their loved ones receive vital care and comfort.
Photo above: Aadam with his son
With each kilometer he conquers on 26 April, Aadam will carry the spirit of the children he met in the chemo ward. His campaign isn’t just a fundraiser—it’s a powerful reminder of community strength and shared hope.
“I just want to say thank you to everyone who has donated to this campaign, and also thank you for the support and kind words. This means the world to me.”
Aadam’s campaign on BackaBuddy is still open for donations here:
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.
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.
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? It’s important to provide some meaningful backgroundinformation about the focal point of your campaign and why they are in need of help. Are they battling a medical condition, facing financial hardship, or have they been presented with an exciting opportunity?
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.
Judy Smit started African Spirit with a deep desire to celebrate African heritage and craftsmanship while empowering local communities. What began as a passion project quickly grew into a purpose-driven brand, rooted in the belief that storytelling through art, design, and culture can uplift and inspire. Through African Spirit, Judy aims to create meaningful opportunities for artisans and share the soul of Africa with the world.
What lead 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
It’s crucial to clearly define the need or challenge that you’re raising funds for. Provide specific details about how the issue is affecting the person in need, so potential supporters can understand the gravity and urgency of the situation. To help donors relate to your cause communicate the needs in a tangible way, providing a breakdown of costs where possible.
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 reliability 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 life-long 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.
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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 R400 Million.
Willemina “Mina” Solomons, a 40-year-old woman from Smutsville in Sedgefield along the Garden Route, is the heart behind a powerful story of compassion, community, and resilience. What began as a single act of kindness on Easter Sunday 2024 has since grown into a heartfelt movement that now feeds about 500 children every Saturday, thanks to Mina’s unwavering dedication and the support of her community.
Willemina, known lovingly by everyone as “Mina,” is more than a housekeeper. She’s a mother of three, a trained cook, and a woman with a heart big enough to feed a village, literally. After losing her job in a local restaurant during COVID-19, Mina turned to cleaning to support her family. That’s how she met Shulka (31) and Keshav Mohabir (34), a couple who had moved to Sedgefield and were building their SME development firm, Curious Cat Creative.
Pictured above:Willemina “Mina” Solomons and the ladies of Mina’s Kitchen
“We hired Mina as our housekeeper, but it was clear from day one that she was so much more,” Shulka recalls. “One day, I asked her what she really loved doing, and without missing a beat she said that she loved cooking for people. That’s her spark.”
Recognizing her talent and passion, Shulka and Keshav asked Mina to start preparing meals for them during the week. It wasn’t long before an idea began to take shape. Wanting to give back to their community, the trio decided to sponsor a meal for 100 children in Smutsville. On Easter Sunday 2024, Mina rallied a small team of local women and served up braai chicken, potato salad, savoury rice, and malva pudding. The impact was immediate and profound.
“The kids were over the moon,” says Keshav. “But it wasn’t just them. The women who helped cook felt something too, that they were doing something meaningful. That day changed everything.”
Now, every Saturday, Mina leads a team of 6 to 10 women—many of whom are family and friends with little to no stable income—to cook for 500 children in the community. The initiative, dubbed Mina’s Kitchen, has become a cornerstone of Smutsville, bringing food, hope, and dignity to those who need it most.
Pictured above: The ladies of Mina’s Kitchen handing out food to the children
A Family Effort Rooted in Community
Mina’s team is a beautiful blend of generations. Her mother often helps in the kitchen, while two older aunties entertain the children with stories and laughter as they wait for their meals. Mina’s cousins and friends assist with prepping and cooking, often working through the night. Each woman earns R500 per feeding, a fair wage that many say has been life-changing.
“Some of these ladies were only managing one day of cleaning work a week,” explains Shulka. “This has not only given them income but a sense of pride and belonging. It’s amazing to witness.”
What’s even more heartening is how the children have responded. Initially shy and uncertain, many would take their food and run. But as Mina and her team continued showing up, rain or shine, the kids began to smile, to linger, to trust.
“They now see us as part of their Saturday,” says Mina. “They know we’ll be there. That consistency means everything.”
The ripple effects of Mina’s Kitchen are already being felt. Some older children have started picking up litter around the streets while waiting for their meals, an initiative that grew naturally from their desire to give back. The feeding scheme has inspired conversations around community care, job creation, and the importance of dignity in service.
Though support from local businesses is still limited, Greefs Butchery has stepped up as a consistent partner, supplying meat at discounted prices to stretch the budget. Mina’s Kitchen is currently in the process of registering as a nonprofit, which will allow them to offer tax incentives to potential sponsors and expand their impact.
Dreams of a Permanent Kitchen
Their bigger dream? A professional kitchen in Sedgefield, equipped with ovens, prep stations, freezers, and storage, to serve as both a base for Mina’s Kitchen and a production hub for frozen meals, including pet food, that can be sold to support the project. This kitchen would also provide more weekday work for the women and eliminate the logistical strain of hauling equipment every week.
To sustain and grow this initiative, the Mohabirs and Mina are aiming to raise R500,000 through their BackaBuddy campaign. These funds will cover six months of Saturday feedings for 500 children, but that’s only the beginning. So far, they have raised R15,500 with the help of 8 incredible donors, laying a strong foundation for what they hope will become a lasting legacy of hope and nourishment.
Pictured above: The ladies of Mina’s Kitchen
“There’s so much more we could do with the right tools,” says Keshav. “We need a reliable vehicle, industrial ovens, training courses for the women, and proper storage. This isn’t just about feeding kids, it’s about creating jobs, empowering women, and building a better community from the inside out.”
For Mina, this journey is deeply personal. She’s no longer just working to support her family, she’s leading a movement that feeds and nurtures children.
For Shulka and Keshav, Mina’s Kitchen has become their heart work. “We came here for a fresh start,” says Shulka, “but we found something we didn’t even know we were looking for, a deeper purpose, a connection to something bigger than ourselves.”
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.
Three-month-old Adam du Toit, from Cape Town, is a brave little warrior facing a challenge that no child should have to endure. Born with a severe form of bilateral club foot, Adam’s ability to walk, run, and play like other children has been hindered by pain and difficulty. However, there is hope, with surgery, specialized boots, and ongoing therapy, he can have the chance to be able to walk without discomfort and embrace a future full of possibility.
Adam’s journey has been anything but easy. He currently undergoes weekly cast changes, a process that is both physically and emotionally challenging. “We have to remove the casts ourselves, which isn’t an easy process for him or us. To do the casting correctly, he has to be held down while his feet are bent into the right position and firmly strapped. It is heartbreaking to watch,” shares his mother, Sally du Toit (41). The heavy casts chafe his chubby little thighs, and he also struggles with stomach issues due to his limited mobility.
Pictured above: Baby Adam du Toit smiling in his sleep
Unfortunately, an unexpected hurdle has made this journey even harder. The family’s medical aid has declined coverage for the essential procedure he needs, and the specialist best suited to treat him, one of only two in the entire Western Cape, is not covered by their plan. The cost of Adam’s surgery, corrective boots, physiotherapy, chiropractic care, and necessary household adjustments for his comfort over the next few years is a significant challenge for his parents, Sally and Clive du Toit (44).
The surgery Adam needs is crucial, as it involves severing a tendon to lengthen his heel and prevent him from walking on his toes in the future, which would cause terrible pain. “The surgery will help prevent this and is crucial for the process,” explains Clive.
Pictured above: Adam being comforted by his older brother, Caleb, after a casting
Post-surgery, Adam will require a Ponseti brace and Dobbs bar with Mitchell boots, which are highly specialized and costly equipment. As he grows, he may need up to ten pairs of boots in different sizes. “If we adhere to 23 hours a day of wearing the boots, it will lessen the likelihood of a relapse, but there’s still a small chance he may need additional surgeries. He will also need physiotherapy to strengthen his feet and prevent any relapses,” his parents explain. “Without this ongoing care, the condition could impact his knees, hips, and spine.”
To help cover the costs of Adam’s treatment, his family has created a BackaBuddy campaign, where they have already raised over R40 000 of their R50 000 goal with the support of 32 incredible donors. Their gratitude for the kindness and generosity shown so far is immeasurable.
Adam’s parents are doing everything they can to ensure he has the best possible future. “It’s a long process, so we are just trying to take each day as it comes. Every parent will agree it is the worst thing in the world to feel helpless and to see your child in such terrible discomfort, and even pain some days, but we know it is for the greater good,” they share.
Pictured above: Adam’s cast starting to chaff right after casting
As parents, their greatest wish is to see Adam walk, run, and play like any other child, but they can’t do it alone. “Your support can help make his journey easier. Every donation goes directly toward his treatment and makes this journey as comfortable and pain-free as possible. It is not just financial support, it’s a gift of hope, healing, and a brighter future for our little boy, Adam. The donations thus far have lifted a huge weight off our shoulders, and we are deeply touched by your compassion. This journey hasn’t been easy, but knowing we have people like you standing with us makes all the difference. We will forever be grateful for your kindness,” they explain.
Despite everything, Adam remains a beacon of joy. “Once Adam started smiling, he never stopped. He has gone through so much and still has this beautiful sparkle in his eyes. He really is my hero,” says Sally.
Pictured Above: Ashley Oosthuizen with her mom, Lynnette Blignaut. (January 2025)
