Crowdfunding is growing rapidly in South Africa, giving non-profit organizations an opportunity to raise more money by tapping into the power of the crowd.
Although over R550 million has been raised on BackaBuddy for various causes, our most successful charities will tell you that crowdfunding is not easy.
To make things a little easier for our charities, our expert team has put together this article on how to diversify your income stream and explore different ways to raise additional funds by using some of the most famous local events.
Once you have registered your charity to raise funds on BackaBuddy, the next step is to find champions and put together a fundraising team.
Where can you find champions?
TIP 1: The best place to find champions to raise funds for your organisation is to reach out to past fundraisers who have supported your organisation.
TIP 2: If you have volunteers at your organisation, ask them if they would be interested in putting together a campaign to highlight a need you might have or help to promote your new champions that sign-up.
TIP 3: Reach out to friends, family, colleagues and social groups to see if the keen champions among you would like to raise funds for your organisation.
TIP 4: Create a post on social media to see if any of your followers are taking part in the event. If anyone on your social network is entering the challenge message them privately to see if they will champion your cause! You can also share this post on various groups and forums to reach potential donors.
TIP 5: Following the official social media hashtags for the event could also introduce you to potential champions. Click here to explore event-related hashtags via Ugenie.
TIP 6: Send out a call to action to your email list or database to see if any of your donors will be participating in the event and would like to raise funds for you.
Here is a template you could use:
Dear (name)
I hope you are well and staying safe.
We are reaching out to you, as you have been a valued supporter of our organization and the work we do.
This Month, we are putting together a fundraising team of champions for the _______________, which will take place from _______________. We are hoping to raise funds at the event to create awareness for our organisation and raise much-needed funds for _______________.
If you are passionate about our organisation and the work we do to _________, please consider entering the _______________ to raise funds on our behalf.
How to enter:
Register for the _______________ here (website). Create your fundraising campaign on BackaBuddy by letting the team know who you are, how much you would like to raise, and why you are passionate about your organisation here.
If you have any questions please contact Lakiwe your dedicated BackaBuddy Head of Charities via email: [email protected] to arrange a meeting.
The Old Mutual Two Oceans Marathon
How can you support your champions?
You need to support your champions as much as possible to empower them to raise funds for you.
Show your champions who you are
If you have an organisational video and some emotive and inspiring images that show the valuable work you do, share them with your champions. This will motivate and inspire your champions on their crowdfunding journey and give them beautiful content to share across social media
Give your champions the latest statistics relating to your organisation and tell them about your success stories, so they can tell their networks about you and encourage donations.
Tell your champions what you need.
Crowdfunding with a tangible need, always speaks better to the public. Give your champions an idea of how funds raised will be used to benefit your organisation. This will help them determine their fundraising target and encourage potential donors to donate funds in those increments.
(For example)
“R100 will allow us to purchase 1 pair of shoes that will benefit disadvantaged children living in Edenvale, Johannesburg”
“Raising R10 000 will allow us to cover the data costs for 100 students struggling with online learning in their matric year”
“If we raise R100 000 with our crowdfunding campaign, we will be able to refurbish two classrooms”
If your runner has a personal connection with your charity and would like to fundraise for a particular need that resonates with them, this will make an emotive crowdfunding appeal!
Highlight your donors and help them spread the word
During your champions crowdfunding journey they will also need your encouragement and support to achieve their fundraising goal.
Create a post on social media to introduce your champion to your social media following, post updates about their campaign and congratulate them when they reach certain milestones. Encourage your champions to also share their connection with your organisation on their social media platforms when sharing their crowdfunding campaign link.
Examples of social media posts you could create:
Stefani from Cape Town is halfway towards reaching her fundraising target of R100 000 on BackaBuddy! With the support she has received thus far, we can cover the registration costs for 10 learners at UCT!
Communicate with your champions
Create a WhatsApp group to keep in touch with your champions, and check in on their campaign progress, and learn what’s working or where they might need help. Host regular Zoom meetings with your champions to motivate them, say thank you and offer them some encouragement. If you would like a BackaBuddy team member present in your workshops, let us know and we will be happy to share our expertise!
Encourage more donations
If your organisation is Section 18A certified, let your champions know to share this information with their potential donors as this is a great incentive to encourage donations in larger amounts. If you are Section 18A certified, let us know and we can add it to your campaign page for all potential donors to see!
We hope you found value in our advice, if your organisation has any questions, please reach out to us. The BackaBuddy team is here to help.
We wish your organisation and all your champions at the event all the best on their journey!
Over time, runners have recognized the potential of sports events as more than just a race—they’re also a powerful opportunity to rally support and raise funds through crowdfunding. Harnessing the energy and enthusiasm of participants, these events become a vibrant hub for both athletic achievement and philanthropy, showcasing the transformative impact of collective action.
If you have not yet pledged to support your favourite charity or bought your tickets for the event, have a read through our article below.
Here to guide you in raising funds at your local event, the BackaBuddy team has put together our best advice on how to run a successful crowdfunding campaign!
How to enter your chosen event
Before you begin your crowdfunding journey on BackaBuddy, make sure you have entered for the event on their website.
Launch your crowdfunding on BackaBuddy
Once you have registered, it’s time to create your crowdfunding campaign to raise funds for your chosen charity.
A key thread in all successful crowdfunding campaigns is a well-written, emotive, and informative story that connects with potential supporters of your campaign.
For inspiration on how to tell your story, Meet Zanele.
Zanele Hlatshwayo from Soweto, told a powerful, personal story. when raising funds for the South African Depression and Anxiety Group (SADAG) in honour of her late father.
When writing your campaign story, be sure to answer the following questions:
Who are you and where are you from?
Which organisation are you fundraising for and what do they do? Do you have a personal connection to the charity you have chosen?
Your campaign message should highlight the importance of your cause and why others should support it. If the charity you have chosen has success stories or interesting facts to share with you, this will also help you tell your story. Connect with your charity and find out as much information about them as you can.
How much would you like to raise and how will these funds be used in a tangible way to benefit your charity and the work they do?
Take a look at these examples on how to write a tangible campaign ‘ask’.
For example, I am taking part in the Totalsports Two Oceans Marathon 2024 to…
Raise R10 000 to purchase 100 school shoes for children in need at Afrika Tikkun.
Raise R100 000 to help Hillwood Primary School in refurbishing 1 classroom.
Reach my crowdfunding target of R20 000 to support Dignity Dreams in purchasing sanitary items for young girls so that they don’t miss out on an education.
Focus on the positive impact of donations
Presenting your campaign in a positive way can make a big difference. Focus on the positive impact the funds raised will have and the impact of your awareness campaign.
According to the 2018 Trends in Global Giving Report, by Non-Profit Tech For Good, 91% of donors are motivated to donate to causes when they feel positive emotions such as hope and empathy and only 9% respond to negative emotions such as fear and sadness.
For those who don’t like reading, put together a short campaign video!
Campaigns with video content tend to raise 4 times more funds, and are shared 7 times more on social media, as they are more personal and emotive!
Shoot a video on your phone
For 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 on 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 clearbackdrop or tidy background to shoot your video.
Try to eliminate as much background noise as possible.
Let viewers know where they can make a donation to your campaign and include your crowdfunding campaign link in every post you share.
When choosing your crowdfunding image, choose an inviting and friendly image of yourself. If you have a photo of yourself in running gear, this will show your potential donors that you mean business and are already training to make them proud!
Set your target based on your network and available time
When setting your fundraising target, it’s important to consider:
Just like no one likes to be the first person on the dance floor, donors typically support crowdfunding once a campaign has a few initial donations.
Through data research, we found that campaigns with initial support from family and friends specifically, tend to raise 220% more funds.
How to share your campaign with close family and friends:
When looking for your first donations, we recommend sending a personal, instant message on WhatsApp, Facebook message, email or SMS to close family and friends, extended family, neighbours, co-workers.
An example of a message you could send:
“Hi Monique, I hope you are well!
I am taking part in the Totalsports Two Oceans Marathon 2024 to raise funds to support FoodForwardSA and the wonderful work they do.
With my crowdfunding campaign launched on BackaBuddy I hope to raise R10 000 to provide 100 meals to disadvantaged children living in Edenvale, Johannesburg.
If you can, please be so kind as to donate to my campaign and cheer me on during the event.
If you’re unable to contribute, please share my campaign with your friends and loved ones: Here is my campaign link: https://www.backabuddy.co.za/
Once you have your first donations in, we recommend sharing your campaign to a wider audience on Facebook, Whatsapp and Instagram.
Depending on your chosen social network, read through our guidelines on how to make the most of social sharing!
Find out if the organisation you are raising funds for is Section 18A certified as a tax break is a great incentive to encourage donations in larger amounts.
Need more tips? Visit the BackaBuddy Impact Village or reach out to Simbulele from our marketing team for advice at [email protected]Want impact stories and top crowdfunding tips? Sign up for our newsletter and join our community!
Crowdfunding is the practice of funding a project or satisfying a need in your organization by raising money from many people who each contribute a small amount to your cause.
Crowdfunding is growing rapidly in South Africa, giving non-profit organizations an opportunity to raise more money through tapping into power of the crowd.
It is a way fundraise that doesn’t rely on sponsorships from big businesses or the government, but rather relies on many small contributions from those around you who are inspired by your cause.
Although over R59 million has been raised on BackaBuddy for various causes, our most successful charities, The Smile Foundation and Rainbows and Smiles for example, will tell you that crowdfunding is not easy.
If you understand that crowdfunding requires a lot of effort, speaking to your networks and isn’t a quick fix for your organization, then you’re in the right mindset for a successful campaign!
In this article, we will cover the following:
Do you have the necessary tools to run a campaign?
Managing your Crowdfunding Expectations.
What are your needs?
Do you have access to a crowd/network?
Who is going to be in charge of your campaign?
Do you have the tools you need to run a campaign?
For a successful crowdfunding campaign you need access to a couple practical tools such as a Computer, Smartphone with an Internet connection. If you are unable to connect and talk to your potential donors, it will be difficult to raise funds online.
Have you created social media accounts for your organization? Do you have a mailing list with email addresses or database of your supporters?
Do you have previous success stories or testimonials from past projects in the form of videos, photos, articles etc will bring credibility to your campaign.
Managing your Crowdfunding expectations
Are you crowdfunding for a quick/large cash injection to save your organization or do you need to secure funding for a certain need within your organization?
Although crowdfunding can be rewarding, success does not come easy to those who expect a large amounts of money in a short space of time, particularly you are a new charity.
The chance of you reaching your target shortly after you go “live” is rare, our big, high networked charities, would be able to tell you that it doesn’t happen often!
If you understand that crowdfunding is a process that requires the correct marketing message, a target that isn’t too high and lots of communication with your supporters, then you have a clear view of what to expect!
What are your needs as a charity?
Simply put, WHAT are you crowdfunding for and WHY.
Crowdfunding is the most effective, when you focus on a certain need that you can measure.
Sit with your fundraising team and your finance department to identify specific needs that are “tangible” and easy for the public to understand.
This step is very important in determining how successful your campaign will be, general phrases should be avoided.
Your donor wants to know exactly where their money is going to in order to connect with your cause.
What doesn’t work:“The funds will be used for social upliftment”
What works: “The funds will be used to build a free-clinic in Mitchells plain that will support a community of 200 people”
What doesn’t work: “To help children reach their potential”
What does work: “It costs R30 000 to put one child through a coding course, we hope to put 5 children in through this course at Buddy Coding School in Blouberg by 2019.
What doesn’t work:“ Raising money for awareness”
What does work:“We plan to visit 10 Government schools to educate students about Gun safety”
Tip: Be the first person to support your own campaign. No one wants to support a project that has 0 funds raised.
Setting a realistic, target is an important part of setting up your crowdfunding project.
If your target is too high, you will discourage donations in smaller amounts, because your donor might think their R100 donation won’t make your barometer go up.
As a non-profit, you most likely have a number of important needs in your organization, for the purpose of crowdfunding, it is better to tackle one need at a time.
For example, You might need 5 new vehicles for your organization that will cost R500 000, which might discourage the average donor, but if you crowdfund for 1 vehicle that costs R100 000, your campaign seems a lot more achievable.
Finding your crowd.
Crowdfunding can be a great way to raise money, build your donor database and communicate with your donors on a more personal level.
Where is my crowd?
Your existing Donor Database. (List of names and contact information of those who have donated to your charity in the past)
Your Social Media followers
Your website or blog subscribers.
Past & Present Volunteers/Interns.
The Media: Your local radio station/local paper
Your family & Friends
Who will be in charge of the campaign?
A successful crowdfunding campaign, can’t be done alone.
Rainbows and Smiles have raised over R2 Million rand on BackaBuddy. Click here to see how.
You will need at least one person in your organization who will be in charge of all the crowdfunding activities.
Sit down with your team and determine who will be responsible for the following:
Setting up the campaign.
Marketing the campaign by creating interesting things to post online.
Engaging with your supporters.
Who will run the Facebook/Twitter page.
Updating donors on how successful your campaign was and thanking them for their support.
… so do you think you have what it takes to run a successful campaign?
Listen to our COO, Catherine Du Plooy’s advice to new charities using crowdfunding here
