A snap short from the NGO Power Talk webinar on “Crowdfunding and African NGOs: Challenges & Opportunities,”
By the time many African NGOs turn to crowdfunding, they are often already struggling, desperate, under-resourced, and unsure where to begin.
Yet, crowdfunding, when done well, can be a powerful bridge to independence, resilience, and deeper community connections.
This was the core message from the recent NGO Power Talk webinar on “Crowdfunding and African NGOs: Challenges & Opportunities,” hosted by @AfricanNGOs and Hexa Media Africa on July 10, 2025.
The 90-minute online discussion brought together four leading experts with deep knowledge of the African crowdfunding landscape;
- Rachel Smith, Vice-President of Programmes at GlobalGiving UK
- Michael Okinyi, Head of Sales and Partnerships at Kenya’s M-Changa
- Catherine du Plooy, Chief Growth Officer at South Africa’s BackaBuddy
- Jerry Sam, Executive Director of Ghana’s Penplusbytes and founder of the local crowdfunding platform Yen Somu Bi.
All four made clear from the outset that crowdfunding is no quick fix or silver bullet. “Crowdfunding is not a magic wand,” said Du Plooy.
“It’s not something you wake up and do in a crisis and expect results. It requires preparation, storytelling, and trust—none of which can be rushed.”
This mindset—that success depends less on technology and more on strategy, preparation, and relationships—ran throughout the session.
People Over Platforms
A recurring theme was busting the myth that simply choosing the “right” crowdfunding platform guarantees success.
“A platform won’t raise the money for you. People will,” Smith said plainly.
The heavy lifting happens before a campaign even launches—building networks, crafting authentic narratives, and creating support systems both online and offline.
Okinyi emphasized the importance of fitting campaigns to local realities.
“If you’re running a campaign in Kenya and you’re not using mobile money options like M-Pesa or Airtel Money, you’re essentially shutting out 80% of your potential givers,” he explained.
The choice of platform must reflect the payment habits and trust frameworks of the target community.
Trust emerged as the fundamental currency for crowdfunding in Africa. Without it, even the most compelling campaigns flounder.
Jerry Sam pointed out that “a lot of people launch campaigns without any updates, without showing how the funds will be used, or even thanking people. You lose credibility instantly.”
Smith shared a powerful example of an NGO founder in Kenya who leveraged WhatsApp to post frequent, straightforward video updates for donors.
“He didn’t have the biggest network, but people believed in his honesty. That trust made his campaign work.” The lesson was clear: donors give not just to urgent needs but to people they believe will deliver.
From Sympathy to Storytelling
The panel stressed the delicate balance between sharing honest needs and appealing for pity.
Du Plooy cautioned against crisis framing that can alienate donors and suggested instead “telling stories that empower, connect, and resonate.”
Although the webinar didn’t include the specific example of elderly people adopting older dogs (a story referenced in earlier drafts), the emphasis on relatable, human stories remained strong.
Sam encouraged NGOs to use real images, voice notes, and videos—“You don’t need expensive production—just be honest and clear about the impact.”
The panellists agreed that campaigns should feel human and authentic rather than purely transactional or desperate.
Preparation is Key
A major warning was against rushing into crowdfunding only when an NGO is in dire straits. Sam reflected on how desperation can be sensed by donors and may deter giving.
“Many NGOs start crowdfunding only when they’re in trouble,” he said. “But that desperation shows—and it can turn people off.”
Instead, NGOs were advised to treat crowdfunding like any other fundraising effort: plan carefully, test approaches, set achievable goals, and revise based on experience.
Du Plooy stressed starting small. “Your first campaign shouldn’t be about saving your organisation in a week. Build momentum over time.”
Smith added that campaigns must not end when a target is met—NGOs should continue communicating results and thanking supporters to nurture ongoing relationships.
Networks: The Unsung Asset
All four experts agreed that the success of crowdfunding hinges on mobilising existing networks. Okinyi noted that campaigns that rely solely on social media posts or impersonal links fail to inspire.
“You need activation—get your supporters to share, vouch for you, and fundraise with you. Churches, alumni groups, local influencers—they’re all part of your ecosystem.”
Du Plooy agreed that visibility is crucial. “You can have a great campaign page, but if no one sees it, it doesn’t matter.”
Thus, crowdfunding is not just a fundraising tool but a relationship-building process.
Looking to the Future
Toward the session’s end, the panelists painted crowdfunding as part of a larger shift in how African NGOs can approach sustainability.
Rather than depend solely on external donors or grant cycles, crowdfunding—done well—can embed community ownership into an organisation’s DNA.
Jerry Sam’s team is experimenting with artificial intelligence to pinpoint optimal fundraising windows—aligning campaigns with holidays and religious events when giving is more likely.
Smith encouraged collaboration over competition. “Some of the most powerful campaigns happen when organisations come together and tell a joint story.”
But the most important change, they said, has to come from within.
“Crowdfunding requires a change in attitude,” Du Plooy said. “It’s not begging. It’s inviting people to be part of your mission. That takes confidence, clarity, and consistency.”
Practical Tips from the Experts
Drawing from the panel discussion, several practical lessons emerged for NGOs considering crowdfunding:
- Start early. Don’t wait until a crisis to launch a campaign.
- Build your community first. Engage supporters before asking for money.
- Use locally trusted payment methods. Align with donors’ habits.
- Tell authentic stories. Avoid pity; focus on connection.
- Be transparent. Share updates, outcomes, and thank donors promptly.
- Leverage networks. Mobilize staff, board, community leaders, and influencers.
- Set achievable goals. Build momentum with smaller campaigns.
- Collaborate. Explore joint campaigns for greater impact.
- Maintain momentum. Follow up after the campaign ends.
Beyond Survival
The reality remains that crowdfunding alone cannot close systemic funding gaps or replace the need for stable, long-term funding.
Yet, with strategy, humility, and creativity, it can deepen local ownership and reduce overreliance on traditional donor flows.
African NGOs are rich in purpose and passion but often lack the structure and preparation needed to tell their stories well and rally their communities.
Smith summed it up: “People don’t want to just donate. They want to believe they’re helping build something that matters. That’s the story we need to tell—and tell well.”
