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Trust Before Urgency: What the Good News Drop Proved

Trust Before Urgency: What the Good News Drop Proved

December is the noisiest month of the year. It’s also the month when trust matters most.

Looking back at December 2025, one thing became clear very quickly: when urgency rises, scepticism rises with it. Fundraising, marketing, and media all compete for attention, and audiences don’t automatically become more generous — they become more discerning.

The Good News Drop was never designed to cut through that noise with pressure or short-term tactics. It was designed to do something far more intentional: create the conditions where generosity feels safe, credible, and sustainable.

As a campaign, it offered valuable insight into how trust is built, how it behaves, and how it ultimately supports meaningful participation — especially in high-noise seasons.

This Was Never About Fundraising First

From the outset, the Good News Drop was positioned as a brand, trust, and behaviour-shaping initiative, not a transactional fundraising campaign.

Rather than leading with urgency, the campaign focused on:

  • Daily positive stories
  • Visible, real-world presence
  • Recognition of generosity
  • Small, repeatable moments of hope

The intent was simple: help people feel hopeful, not hurried.

That intent guided every decision — from creative direction to channel roles to how success was measured. The emphasis wasn’t on instant conversion, but on emotional safety, familiarity, and credibility during a time when people are often overwhelmed.

Browse the Good News Drop

This season, we’re reminded that the little heroes often go unseen - the drivers who keep our cities moving, rain or shine, day in and day out. 🛵

Through the BackaBuddy Heroes Fund, you can help support the 80 drivers behind our seasonal campaigns: those who often get forgotten when the festive season rolls in. Every donation makes a difference and helps them keep going, supporting their families and communities. ❤️

Be part of giving back this season. Link in bio.

#backabuddy #MotionAds #OOH #GoodNewsDrop
45 minutes. Real stories. Real courage.

We’re LIVE, Friday 19 Dec at 2pm with Conn Bertish + Nickey Seger.

Resilience, vulnerability, hope, and the impact people can create together. 💜

Set a reminder and join us LIVE.

#GoodNewsLive #GoodNewsDrop #WeGrowGivers
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🌸 GOOD NEWS DROP 🌸 After a long 341 days staying at Leukaemia Foundation accommodation close to life-saving treatment, 3-year-old Jamie is well enough to leave the city and go home... 

“Jamie is finally back at the farm! Seeing his little face light up as he was reunited with our lamb Coco after such a long time was a wonderful, joyus moment for us. We still have two years of this journey, but are so grateful that we can finally come home.” - Nicky, Jamie’s mum.

We 💙 hearing and sharing good news! Be sure to tag us in your milestone moments! 
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#leukaemiafoundation #leukaemiafoundationaustralia #goodnewsdrop #goodnews #goodnewsfeed #bloodcancer #bloodcancersurvivor #bloodcancerawareness #childhoodcancer #childhoodcancerawareness #childhoodcancersurvivor #feelgoodmoments #farmlife #heartsarefull❤️

Why MotionAds Played a Critical Role

The partnership with MotionAds was never about direct donation attribution. Its role was more strategic — and ultimately foundational.

MotionAds brought:

  • Physical visibility
  • Legitimacy
  • Real-world proof of presence

Execution highlights included:

  • 80 riders activated
  • Approximately 20,000 flyers distributed via Uber Eats deliveries
  • QR codes linking to the Good News Drop hub
  • Full geo- and time-stamped photo assurance

This physical layer functioned as a trust transfer mechanism. In a season of heightened scepticism, seeing the campaign in the real world reinforced authenticity in a way digital-only exposure often cannot.

Offline Doesn’t Convert — It Prepares

QR performance is often misunderstood, so it’s worth addressing clearly.

  • Total QR scans: 159
  • This is not a failure metric
  • It is a signal of brand recall and confidence

What the data showed:

  • Social media drove the majority of traffic and engagement
  • QR codes acted as an assist channel
  • Physical presence increased confidence and memory, not impulse behaviour

This aligns with well-documented behaviour patterns: trust is often built offline, while conversion happens later — digitally and asynchronously.

Why Platform Context Matters

During the Good News Drop period, December 2025 became one of BackaBuddy’s strongest months on record:

  • R17.02 million donated
  • Average of R549,164 per day
  • 9 days exceeding R700,000
  • 17,480 donors
  • 39% year-on-year growth

What’s important here is not just the growth — but how it happened.

The increase came from more people giving, not larger individual donations. This points to inclusion, emotional safety, and trust — not extraction.

Tipping Revealed the Trust Layer

One of the most reliable indicators of platform trust is tipping behaviour.

December showed:

  • 73% of donors chose to tip
  • 15,778 tips received
  • Average tip of R61
  • Tip margin of 5.4%

Optional tipping only works when people trust the system they’re participating in. These numbers reinforced what the campaign was designed to do: strengthen confidence, not apply pressure.

How the Ecosystem Worked

The Good News Drop worked because each channel played a distinct role:

  • MotionAds reinforced legitimacy and real-world presence
  • Social media delivered reach, engagement, and repeat exposure
  • PR ensured narrative consistency and partner credibility

Social performance highlights included:

  • Facebook: 180,000 views
  • Instagram: strong month-on-month uplift
  • LinkedIn: high credibility and partner engagement
  • TikTok: 79,000 views and over 2,400 new followers

Short-form, emotionally resonant content performed best — amplified by the credibility halo created through physical presence.

What This Means Going Forward

The Good News Drop validated a core insight that will continue to shape how we think about partnerships:

Trust precedes conversion — every time.

What worked:

  • Emotion before urgency
  • Recognition over pressure
  • Physical presence as a trust signal
  • Social as the primary conversion engin
What this opens up:

  • Clearer offline success metrics from the outset
  • Stronger post-exposure retargeting strategies
  • Deeper storytelling integration across physical channels
  • Lifecycle systems that convert trust into long-term participation

A Final Reflection

The Good News Drop wasn’t about raising money.  It was about strengthening the conditions under which generosity happens.

For corporates and partners exploring purpose-led visibility, ESG-aligned storytelling, and brand-safe impact, this campaign offered a practical, real-world example of what becomes possible when trust is intentionally designed — not assumed.

As we move into a new year, that lesson feels more relevant than ever.

Frank Rautenbach Supports St Luke’s Combined Hospices’ Palliative Care Campaign

Frank Rautenbach Supports St Luke’s Combined Hospices’ Palliative Care Campaign

St Luke’s Combined Hospices invites all South Africans to open their hearts and help care for more than 600 vulnerable patients and their families living across the Western Cape, including Gugulethu, Khayelitsha, Mitchells Plain, and Grassy Park.

The palliative care campaign, hosted on BackaBuddy, is raising funds to ensure that patients facing life-limiting illness receive care with comfort, dignity, and compassion, when they need it most.

The campaign is supported by Frank Rautenbach, a respected South African actor and producer, best known for his roles in Faith Like Potatoes, The Bang Bang Club, the biographical film Hansie: A True Story, and the long-running television series 7de Laan. Through his involvement, Frank is helping raise awareness of the realities faced by terminally ill patients and the importance of community support.

In his video message supporting the campaign, Rautenbach says:

“I’d like to highlight the plight of more than 600 terminally ill people living across the Western Cape. For the most part, these people are fighting this battle on their own because many of their families are just trying to make ends meet. At St Luke’s Combined Hospices, we are determined to give them dignity and hope — but we can’t do it on our own.”

St Luke’s Combined Hospices provides holistic palliative care through home-based medical and nursing support, counselling, meals, and bereavement care for families. The cost of caring for one patient is approximately R2,500, making public support essential to sustaining these services.

Rautenbach adds:

“Our goal is to raise R370,000, and all of it goes towards nursing care, counselling, and meals. With as little as R100, you can help us bring dignity and hope to these most precious people.”

Members of the public are encouraged to watch Frank Rautenbach’s full video message, where he shares why he is supporting this campaign:
https://www.youtube.com/watch?v=_NR8fj3ipJg

Any amount you’re able to give helps bring comfort, dignity, and care to someone who needs it most. Every contribution goes directly towards patient care and family support.

To support the campaign, visit: https://www.backabuddy.co.za/campaign/support-palliative-patients-this-festive-season

THE FINAL BITE: HOW A 13-YEAR-OLD BAKER FROM CAPE TOWN IS BUILDING HER SWEET DREAM, ONE COOKIE AT A TIME

THE FINAL BITE: HOW A 13-YEAR-OLD BAKER FROM CAPE TOWN IS BUILDING HER SWEET DREAM, ONE COOKIE AT A TIME

When 13-year-old Zeeva, from Cape Town, steps into the kitchen, something magical happens. The world quiets, the noise fades, and her mind settles into a calm, joyful rhythm only baking seems to unlock. Mixing, measuring, scooping, and shaping, this is her happy place, the one where she feels most centered, creative, and fully herself.

And at the centre of it all is a dream she’s been nurturing since she was just eight years old:
to build her very own cookie business, The Final Bite, and share her “best cookies you’ll ever taste” far beyond her home kitchen.

Today, that dream is taking its biggest step yet.

A Sweet Soul With a Big Vision

To her mom, Melvina, Zeeva is more than just a talented young baker. She’s gentle, kind, determined, and quietly resilient, the kind of girl who cleans the kitchen after a baking fail and says,

“It’s okay, Mommy, I’ll try again.”

“She has this soft nature,” Melvina says, “but once she sets her mind on something, she gives it her whole heart. She’s my little bestie, my shadow, and honestly, my teacher in so many ways.”

And the dream she holds isn’t just about cookies. It’s about confidence. Creativity. Purpose.
It’s about watching a young girl step into who she was made to be, one batch at a time.

Where It All Began: The Accidental First Bake

Like many great baking origin stories, Zeeva’s includes laughter, a little chaos, and a surprising success.

She remembers baking classic choc-chip cookies with her aunt during a family visit from America. Zeeva confidently read out the ingredients list… not the method… and her aunt added everything exactly as she spoke. Midway through, they burst into laughter, realizing something was very wrong.

But the cookies?
They turned out delicious.

That moment lit something inside her, a spark of joy, creativity, and possibility.

“I loved it,” she says. “It just felt right. Baking makes me feel peaceful and happy.”

From Home Treats to a Budding Cookie Brand

Since then, Zeeva has spent hundreds of hours perfecting her recipes. Her signature crumble-style cookies have become a favourite among friends, teachers, and family. She experiments with flavours, textures, and toppings, always chasing that perfect “final bite”, the one you wish would never end.

She dreams of building a small business, sharing beauty and joy through every batch, and eventually becoming the go-to cookie creator in town.

The Final Bite

Her mom has watched the transformation in real time.

“It’s emotional,” Melvina says. “I’ve seen her confidence bloom. She explains her ideas with passion. She packs her cookies with such care. It feels like watching her grow into her God-given gifts.”

Faith is deeply woven into this journey.

“I pray over her hands, her ideas, her confidence,” Melvina adds. “I believe God placed this gift inside her, and my job is to nurture it.”

A Full-Circle Moment: Why BackaBuddy Felt Like Home

Melvina works at BackaBuddy, helping campaign creators find hope and possibility in their hardest moments. She has supported hundreds of people in telling their stories, reaching their communities, and believing in second chances.

Starting a campaign for her own daughter felt like a special full-circle moment.

“I’ve guided so many people through their fundraising journeys,” she says. “When Zeeva was ready to take her dream seriously, I knew BackaBuddy was the perfect place. I’ve seen how kindness gathers, how people show up for something meaningful. I wanted Zeeva to experience that too.”

And so, The Final Bite campaign was born, a chance for the community to help a young entrepreneur take her first real step into business.

What Zeeva Needs To Grow Her Cookie Business

To bring her vision to life, Zeeva needs a few essential tools — the kind that help transform big dreams into beautiful bakes.

In a beautiful turn of events, Zeeva was recently blessed with a stand mixer, generously gifted just when she needed it most. But just as she was preparing to advertise her Christmas cookies, their home oven unexpectedly broke, bringing her plans to a sudden pause.

Right now, the most urgent need is a reliable baking oven — the heart of any cookie business, and the one thing Zeeva needs to keep baking, growing, and sharing her creations.

The funds raised will help cover:

  • Baking oven (essential for consistent, reliable baking)

  • Measuring cups & spoons — R150

  • Mixing bowls (set of 3) — R250

  • Spatulas, whisks, wooden spoons — R200

  • High-quality baking trays (2–4) — R500

  • Cooling racks (set of 2) — R300

  • Silicone baking mats / baking paper — R300

  • Starter stock of key ingredients — R2,000

  • Packaging (boxes, ribbons, stickers) — R500

The goal remains R12,000, covering the oven and all the essentials Zeeva needs to take The Final Bite from a home hobby to a small, thriving business — just in time for her first festive cookie season.

A Young Entrepreneur With a Big Heart

When asked what makes her cookies special, Zeeva’s answer is simple and sincere:

“They’re decadent, filled with love, and made to be affordable so everyone can enjoy them.”

Her biggest supporters?
Her friends, who cheer her on, order cookies, and hype her up every step of the way, and of course, her family, who have been her foundation.

Outside the kitchen, she’s a proud soccer lover and a devoted Manchester United fan. But in the kitchen, she is something else entirely, a creator, an artist, an entrepreneur in the making.

Help a Young Dreamer Rise

Right now, The Final Bite is at the very beginning of something special. Zeeva is ready to grow her skills, build her brand, and share her joyful creations with more people, but she can’t do it alone.

By donating, sharing the campaign, or simply cheering her on, you’re helping a 13-year-old girl discover her potential and step boldly into her dreams.

Every spatula, every tray, every ingredient…
Every contribution moves her closer to the dream God placed on her heart.

And who knows? One day, “The Final Bite” may be the cookie Cape Town, or even South Africa, can’t stop talking about.

Support The Final Bite

Help Zeeva take her next big step as a young entrepreneur:
👉 https://www.backabuddy.co.za/campaign/the-final-bite-back-a-young-cookie-boss

From a Dying Puppy to a Lifesaving Mission: Johannesburg Couple Turns Recycling Into Rescue Work — and Launches a Campaign in Honour of Their First Rescue, Paul

From a Dying Puppy to a Lifesaving Mission: Johannesburg Couple Turns Recycling Into Rescue Work — and Launches a Campaign in Honour of Their First Rescue, Paul

Photo above: John and Judy, and Great Dane, Charles.

Marlands, Germiston, Johannesburg – What began with a tiny, dying puppy on a doorstep has grown into one of the East Rand’s most heartfelt grassroots rescue initiatives. Today, Recycling for Animal Welfare (RAW) — a registered non-profit organisation — is asking the public for support to keep their rescue work going alongside the recycling efforts they have carried out faithfully for years.

Paul: The Puppy Who Started It All

Eight years ago, a freezing, limp puppy later named Paul arrived at the home of Judy Knox (54) and her partner John Ancill (60) in Marlands, Germiston. Severely ill and minutes from death, Paul was rushed to the vet — who later said he would not have survived had he arrived even an hour later.

For months, Paul fought for his life, surviving Parvo, tick bite fever, and gastro. Judy and John stayed beside him through every drip, every setback, every shaky breath.

Against all odds, Paul survived. And when he finally recovered enough to be adopted, they both knew he was already home.

Paul became RAW’s very first rescue — the little soul whose courage shaped the heart and purpose of the organisation.On 18 July 2025, Paul passed away from liver cancer after eight deeply cherished years. His loss was heartbreaking, but his legacy lives on in every animal RAW helps today.

RAW

How RAW Was Born — Turning Recyclables Into Lifesaving Care

In 2017, Judy and John wanted a sustainable and dignified way to fund veterinary care for animals in crisis. They had never wanted to ask for donations — they preferred to earn the money needed to help each animal.

So, after their full-time day jobs and every Saturday, they began collecting glass and cardboard across Johannesburg’s East Rand — Germiston, Boksburg, Benoni, Edenvale, Kempton Park, and wherever they were needed. Armed with their small Hyundai i10, they filled it to the roof every week.

Their first load earned R50, but it confirmed that even the smallest beginning could grow into something meaningful.

With the help of a local vet and their small team — Monique (46) and Patrick (77), lovingly known as “G-Dad” — RAW has since recycled more than 750 tons of glass and 75 tons of cardboard. Every cent earned goes directly toward sterilisations, vaccinations, emergency treatment, and rehabilitation.

RAW

A Growing Need — And Why They’re Asking for Help for the First Time

Despite their enormous effort, recycling yields very little:

  • 50c per kg of glass
  • R1,20 per kg of cardboard
  • 2–3 weeks of collecting = about R1,200

Animals continue arriving every week — frightened, abandoned, injured, or desperately ill — needing urgent veterinary care. RAW’s vet bill now exceeds R50,000, and their account is on hold.

RAW

For the first time since RAW began, Judy and John have launched a BackaBuddy fundraising campaign to help cover the growing gap between what recycling brings in and what the animals urgently need.

The campaign will help top up what they already earn through recycling, making sure the vet bill is covered even when emergencies arrive faster than the glass and cardboard can.

Campaign Link: https://www.backabuddy.co.za/campaign/support-recycling-for-animal-welfare

This doesn’t replace their hard-earned efforts — they will still be out collecting after work and every Saturday, just as they’ve done for years.

The campaign simply gives their rescue work a little extra support, so no animal has to be turned away.

So far, almost R10 000, has been raised from 18 donors, a touching beginning — but far more support is needed to reopen their vet account and continue their rescue work.

In Paul’s Honour — RAW Launches Their Monthly Giving Campaign

The BackaBuddy campaign is dedicated to Paul — the brave little dog whose survival inspired RAW’s mission.

Through monthly supporters, Judy and John hope Paul’s legacy will continue helping other animals get the second chance he fought so hard for.

Call to Action: Help Keep Paul’s Legacy Alive

RAW is asking the public to stand with them in honour of the puppy who started everything.

You can help by:

  • Making a once-off donation
  • Becoming a monthly supporter — the most powerful way to ensure RAW never has to say “no” to an animal in crisis

“Every rand goes straight to the animals — their treatment, their healing, their safety,” Judy says. “We will never stop recycling. This campaign simply helps us bridge the gap so we can keep saving lives, just like we saved Paul.”

Support RAW here: https://www.backabuddy.co.za/campaign/support-recycling-for-animal-welfare