When considering embarking on crowdfunding, many people are inclined to focus on those within an organisation creating a one-off campaign (with a start and end date). A different approach to raising money using crowdfunding is with the help of external volunteers – people who care deeply about the NPO, school, faith-based entity or tertiary institution and its field of work.

In this model, volunteers fundraise on behalf of non-profits. It’s worth considering this option, given the successes of those using this method. Interviews with staff members of South Arica’s largest crowdfunding platform, BackaBuddy, for our new book, Crowdfunding for Non-profits, revealed the amounts raised and ongoing sustainability through this concept. For instance, with the help of volunteers, Rainbows and Smiles, which provides support to families and caregivers when a child is diagnosed with cancer, has, over several years, cumulatively raised over R3 million in campaigns that averaged under R10,000. Previous beneficiaries and family members initiate such campaigns for this great organisation.

Global platform, GoFundMe, also supports this form of volunteer fundraising – often called ‘challenge events’ if focused on participation in an organised (generally sports) event, but could involve someone climbing a mountain, shaving their hair or doing anything that would attract support for a cause. BackaBuddy calls these volunteers ‘Champions’ and GoFundMe, ‘Volunteer Fundraisers’. NPOs must be registered with a platform as a central organisation and individuals can then create a linked campaign. Funds raised are paid directly to the not-for-profit entity, without requiring the volunteer to spend time on administration.

Many volunteers elect to fundraise via sponsorship of their participation in events. These are generally, but not restricted to, large sporting or community events. They give the organisation and volunteer fundraisers a focused timeline and activities to work towards. This aids their efforts. Many of their friends and family members understand the ‘sponsorship’ model, making it simpler to ask for donations. South Africa abounds with well-publicised sporting events, from Johannesburg’s Virgin Active 947 Ride, the 97km cycle race, to Cape Town’s Two Oceans Marathon as well as the world-famous Cape Town Cycle Tour, and the legendary Comrades Marathon between Durban and Pietermaritzburg. An advantage of aligning with well-known events is that they are generally annual, enabling sound and early planning.

NPOs’ fundraising staff must nurture and support their crowdfunding volunteers ... They should all be encouraged, recognised and receive ongoing expressions of gratitude.

But there’s nothing for nothing! NPOs’ fundraising staff must nurture and support their crowdfunding volunteers. They will need help, depending on each person’s skills and abilities. Some may require assistance in conceptualisation, others will want help with tech, copy and photos, while some may require legal advice and information on what is not allowed. They should all be encouraged, recognised and receive ongoing expressions of gratitude.

It is recommended that NPO fundraising staff set up and participate in such a campaign themselves to gain first-hand experience and plan how best to support future volunteer fundraisers. To assist them, they could be provided with a ‘cheat sheet’ that might include specific event information such as where to apply to enter a race, what to wear and important tips such as the amount of water needed. This useful information can contribute greatly to a volunteer fundraiser’s unique and enjoyable experience. It is important to build a strong sense of belonging between the participants. These could be acknowledgements that are visual, communal and fun, such all wearing crazy costumes during a race.

As with anyone assisting an organisation, volunteers arranging their own crowdfunding initiatives should also be nurtured as donors. It is vital that they are thanked and encouraged and shown how their efforts and money raised impact beneficiaries.

Extract from Crowdfunding for Non-profits by Jill Ritchie and Erica Schofield.  To order: visit the Papillon Press website.