What prompts people to open their wallets wide for some crowdfunding campaigns, whereas other equally worthwhile crusades are ignored?
A good story and good marketing, says crowdfunding site BackaBuddy's marketing and PR officer, Zane Groenewald.
As online donations on the site for hero petrol attendant Nkosikho Mbele surged above R500,000 this weekend, Groenewald said successful campaigns had a strong campaign message that inspired or touched donors on an emotional level, and had a strong social media presence.
"The kind gesture of standing up for someone during their time of need continues to inspire others to be more generous," he said. The least popular campaigns are debt fundraising and campaigns to assist in settling legal battles.
Groenewald said some of the most memorable campaigns included raising more than R80,000 for an autistic boy in KwaZuluNatal to go to a special needs school.
More than R780,000 was raised for triathlete Mhlengi Gwala, who was attacked while cycling by robbers who tried to saw off his legs.
Patrick Schofield, CEO and founder of crowdfunding platform Thundafund, said the most successful campaigns had a strong social media following.
The platform's best-performing campaigns included rebuilding natural habitat for lions with the #LandForLions campaign, which raised more than R1.9m.
But not all worthy campaigns have been as successful.
Nicola Bornman, 14, was diagnosed with Crohn's disease in February after several misdiagnoses left her severely malnourished. Only R9,000 of the target of R150,000 was raised. Her mother, Priscilla, said she could not afford medical aid.
"I don't like to advertise because it feels like I'm always asking others for money. Our friends and family have been amazing and have raised so much money for us already," she said.
Daryl Kotze, shot three times while on his way home last week, has been more successful. His friend Josh Reid asked for R50,000 on BackaBuddy — and within a week almost R86,000 had been raised.
"The reason some campaigns do better than others is because of the media behind it," Kotze said. "South Africans are not uncaring but they can't help a cause if they don't know about it."
Social media expert Mike Sherman agrees. "A feel-good piece of news cuts through the clutter and showcases the positive side of the human spirit," he said.
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