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.
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The fundraising landscape is evolving at an unprecedented pace, presenting nonprofit organizations with both new opportunities and growing challenges. In this shifting environment, the ability to tap into diverse funding avenues is no longer a luxury but a necessity. One such avenue, crowdfunding, has emerged as a game-changer for nonprofits, offering a powerful way to engage supporters, amplify impact, and build financial resilience.
Recognizing this shift, two industry experts have joined forces to share their expertise in a groundbreaking new book, Crowdfunding for Nonprofits: A Guide to Activating Support Networks. Authored by Jill Ritchie, a seasoned fundraising consultant, and Erica Schofield, a crowdfunding specialist and CEO of Thundafund, this comprehensive guide provides nonprofits with the tools and insights needed to harness the power of the crowd effectively.
Crowdfunding: A Game-Changer for Non-Profits
Crowdfunding is far more than a passing trend, it is redefining the way nonprofits raise funds. With platforms like BackaBuddy and Thundafund offering direct access to potential supporters, organizations now have unprecedented opportunities to rally their networks and secure critical funding.
In Crowdfunding for Nonprofits, Jill and Erica delve into the mechanics of crowdfunding, offering a step-by-step roadmap for integrating it into existing fundraising strategies. Whether an organization is just beginning its crowdfunding journey or looking to refine its approach, this guide provides practical, evidence-based insights into launching successful campaigns. From the fundamentals of crafting compelling campaigns to leveraging behavioral science techniques, the book equips nonprofits with the knowledge needed to thrive in an increasingly competitive funding environment.
Backed by real-world case studies, up-to-date statistics from leading crowdfunding platforms, and easy-to-use checklists, the book serves as a hands-on resource. Its A4 format ensures easy reference, making it a valuable tool for organizations navigating the ever-changing fundraising landscape.
Building Resilience in a Challenging Landscape
As traditional funding sources become more competitive and unpredictable, nonprofits must find innovative ways to remain resilient. Crowdfunding offers more than just financial support, it fosters deeper community engagement and long-term sustainability.
Through the power of collective giving, organizations can mobilize grassroots support, strengthen donor relationships, and create a network of advocates who champion their mission well beyond a single campaign. Jill and Erica emphasize that successful crowdfunding is about more than raising funds; it’s about building an ecosystem of support that ensures long-term impact.
Meet the Experts Behind the Book
Jill Ritchie brings a wealth of experience to the field of fundraising. Having raised over R2 billion in her career, she is widely regarded as one of South Africa’s most accomplished fundraising consultants. Her expertise spans multiple sectors, including education, faith-based initiatives, and heritage preservation. As the author of 30 fundraising books, including Fundraising from UK Donors, Jill’s influence extends across borders, particularly in securing support from UK donors for Southern African nonprofits.
Pictured above: Crowdfunding expert, Jill Ritchie
Beyond her consulting work, Jill serves on the boards of various organizations, leading initiatives such as the UK Fund for Charities and the SA-UK Trust Network. Her passion for empowering nonprofits is reflected in her unwavering commitment to developing innovative and sustainable fundraising strategies.
Erica Schofield is an authority on crowdfunding, with a proven track record of helping organizations across South Africa, Zimbabwe, Kenya, Gambia, the US, and the UK harness its potential. As the CEO and co-founder of Thundafund, Africa’s largest rewards-based crowdfunding platform, she has played a pivotal role in transforming how nonprofits and entrepreneurs secure funding.
Pictured above: CEO and co-founder of Thundafund, Erica Schofield
Erica’s expertise stems from both personal experience and professional success. Her journey into crowdfunding began with launching her own business through a successful campaign, giving her firsthand insight into the intricacies of the process. With a background in theatre and cloud technology, she brings a unique blend of creativity and analytical expertise to the field, enabling nonprofits to craft compelling campaigns that captivate audiences and drive results. Through her consultancy, Circalyst, she continues to support social and environmental impact initiatives, demonstrating the power of crowdfunding as a catalyst for change.
The Book Launch and Special Offers
To celebrate the launch of Crowdfunding for Nonprofits, an exclusive pre-sale campaign is now live on Thundafund. This limited-time opportunity allows early supporters to purchase the book at a discounted rate while also accessing special rewards, including personalised, handwritten inscriptions from the authors.
In addition, backers can secure discounted tickets to the highly anticipated Annual Papillon Press Conference in May 2025, a premier event for nonprofit professionals looking to stay ahead in the evolving fundraising space.
Why This Book Matters
As financial uncertainty looms over the nonprofit sector, the need for adaptive and forward-thinking fundraising strategies has never been greater. Crowdfunding for Nonprofits is more than just a book, it is a strategic guide to future-proofing organizations in a rapidly changing world.
With its expert-driven insights, practical tools, and compelling success stories, this book empowers nonprofits to leverage crowdfunding as a sustainable funding mechanism. By integrating these strategies, organizations can unlock new opportunities, expand their reach, and build a dedicated community of supporters.
Now is the time for nonprofits to embrace crowdfunding as a core component of their fundraising efforts. With Crowdfunding for Nonprofits, Jill and Erica provide the ultimate playbook for making the crowd work for organizations in need.
Get your copy today and take the first step toward crowdfunding success. The crowd is waiting to support you.
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.
Verifying your BackaBuddy campaign builds trust with your donors and ensures smooth payouts. This guide explains the importance of verification and the simple steps to complete it.
Steps to Verify Your Campaign:
Log into your profile and go to “My Campaigns.”
Select your campaign and navigate to “Manage Campaign.”
Click on “Verification” and submit the required documents.
Verify your campaign early to avoid delays in receiving donations.
Increase your campaign’s success by adding team members! This guide explains how to add collaborators to your campaign, making it easier to reach your fundraising goals together.
Steps to Add Team Members:
Log in and go to “My Campaigns.”
Select your campaign, click “Manage Campaign,” and navigate to “Team Members.”
Add up to two team members to assist with your campaign.
Watch Our Step-by-Step Guide on YouTube
Contact Us:
For any questions, reach out to your campaign manager for personalised assistance, alternatively contact us, HERE.
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