Join the Crowd

Click here to join the Chuffed Crowd.  Don’t forget to say hello! 

Our mission at Chuffed is to do everything we can to help people make a difference in the world. There’s a lot more to making a difference than just raising funds. While we’ll always be there to help with that, we want to do more.

We’ve created a community of Changemakers, just like you. Here’s 5 reason’s why you should join:

Learn from the best

Many of our campaigners have gone on to build amazing organisations. Like Rob from TwoGood and Kyle from Edgars Mission. You can talk to experts right now and not just about running your campaign, our experts know how to help you achieve the greatest impact with the funds you raise.

Surround yourself with people who believe in change

Sometimes it can feel like you’re the only one who sees how important it is to just do something. This is a great way to meet others who believe in making a difference.

Meet people just like you

We have an international crowd with campaigners making a difference on almost every continent even Antarctica. We work with people involved in every cause imaginable, from building schools to saving animals, and everything in between.

Build connections to help you find more donors

We are surrounded by incredible people who are willing to donate to make a difference. Build connections with those who have run campaigns in the past and get their help to link you up with the donors that helped them.

Help others make a difference.

Running a successful campaign is an art form, and it takes great skill to use the funds raised wisely and effectively. The more support we can give each other, the bigger the changes we can make in the world.

We need your help to make our community grow. Whether you’re brand new to this world, or a seasoned veteran we’d like your help to create a movement around making a difference.

Click here to join today!



Above: Members of our community from the Hummingbird Project. They raised 15,000 to help people in Calais. Click the link to find out more.

We Just Raised $20 Million

I remember when #GivingTuesday first launched in Australia. It was 2013, I had just hired our first employee, and together, we had just launched the new rebranded “”.

This is what it looked like (the internet ages quick!):


About as many people knew what #GivingTuesday was as knew what crowdfunding was – and even fewer knew about us. As a concept, crowdfunding was so foreign that we had to slip it into presentations about “online fundraising” so that people knew what we were talking about.

It wouldn’t be until the next #GivingTuesday in 2014 that we’d announce hitting our first $1 Million milestone through

Now, three years later, we have an incredibly special announcement. You, our amazing community, have now donated $20 Million to campaigns on

We can’t thank you enough for believing in us, and more importantly believing in our campaigners. Everyday, they put up their hand to make our community and the world at large better for everyone.

When we hit $10 Million in donations, we celebrated by letting you in on some of our more interesting data in this post.

Today, we’re reflecting on the big trends in 2017 and what that means for the future.

Trend 1: Seniors are getting online – fast

The growth of 65+ year old donors outstripped the growth rate of any other demographic bucket. Their share of donations grew at 20%, mostly taking market share from 18-24 year olds. To put that in perspective, 65 year olds now account for nearly twice as many donations on as 18-24 year olds.

Trend 2: Mobile donating is taking over desktop

It’s been coming for a long time, but now it’s official. We’re at 50/50 for mobile -tablet donating vs desktop donations. Despite those tiny keys, punching in your card details on your phone or tablet is now just as popular as doing it on a computer. Looking at the trend, mobile donating is set to become the norm very soon.

Trend 3: Campaigns are getting bigger

This year we focused a lot of effort on bringing more education to our campaigners: we built the Academy, we trained 100s of campaigners through our in-person workshops, and we focused on building tools in that we know make people more successful – like our new Chuffed Team Tools.

The result: campaigns now raise 28% more on average.

Oh, and not only are they raising more, their doing it even quicker – 15% quicker to be exact.

Stayed tuned in 2018 for some great tools we’ll be adding that are going to help you raise even more.

Trend 4: People aren’t stopping for dinner

Last year, people used to take the 7pm hour off from donating to – we assume – stop and have dinner. In 2017, it looks like we’re now on our phones, donating straight through dinner – the dip has disappeared. I’m not really sure how I feel about this one!

Want to know what didn’t change?

Trend 5: Women are still much more likely than men to donate

Women continue to lead the revolution. Donors are still twice as likely to be women than men and women outshine men in every single age demographic.

To celebrate #GivingTuesday2017, we’re giving you a sneak peak into Movements – a brand new way of finding campaigns you care about on Just click through here, find something that you’re passionate about and I’m sure you’ll find a campaign that’ll inspire you.

Prashan Paramanathan, CEO,

Welcome to Teams



What do you think makes the most difference to your chances of success on a crowdfunding campaign? The Video? The Perks? The Target?

Turns out it’s none of those.

We analysed over 5,000 campaigns on and found that the standout factor that determined whether you were likely to be successful or not was whether you had a team member.

So, we decided to make working with teams much simpler.

Here are the three ways you can now do it on

1. The Advocate Team

In lots of situations, one person gets the responsibility to make sure their crowdfunding page looks perfect and their main job is to put all the content up and then give the rest of the team a link to the campaign page. Everyone else needs to be acknowledged on the page, but they don’t need to edit it.

We’ve made it super simple to add team members names and profile photos directly in the campaign editor and then like magic, they’ll appear on your page.

2. The Collaborative Team

What about if more than one person needs to edit the campaign? Then it becomes a collaborative effort.

All you need to do in this case, is to add the person’s name and email and invite them to become an Editor. They’ll then get sent an email invitation with login details to edit the campaign.

This is great for the situation when you’re co-founders or a campaign team or someone has the bank account details and you need to share the campaign with them.

3. The Fundraiser Team

The deepest level of team is when people agree to fundraise for you. They need their own Individual page that’s connected to the main campaign.

All you need to do is to add in the person’s name and then switch on their individual fundraiser page. If they need to edit the page too, just invite them to edit it. Note that they’ll only be able to edit their individual fundraiser page unless you give them “Editor” access to the main page.

This is great for: when you’ve got team members with their own networks; or if you’re running a fundraising challenge event; or if you want to create a bit of competition amongst the team.

Where to from here?
Whether you’re an Individual, or representing an organisation, it’s easy to build a team!

Here are the first steps:

  1. Head to and begin your campaigning (for free!)
  2. Navigate to the Team section
  3. Create Team Members (all you need is their name)
  4. Choose their Role in the Campaign!
  5. Optimize Editors & Fundraisers


How to Recover From a Slow Start to Your Campaign


You started your crowdfunding campaign with so much excitement.

But maybe your launch week didn’t go as planned and you didn’t have the time available to send out emails to your core audience.

But then a week went by. And then now weeks. And you’re still far away from your target.

What are you supposed to do?

Is there a special power-up that will transform the campaign into a success, or is it just time to give up?

Thankfully, we’ve seen a lot of campaigns and know what works. We’ve seen crowdfunding efforts that gained momentum weeks after starting and exceeded their goals despite the odds.

And remember, you’re not alone. Hundreds of other campaigns have struggled. There are strategies to bring things back up.

The truth is that few campaigns take off with wild success at the beginning.

If you’ve raised 50% or more in the first few weeks, don’t lose hope. Many campaigns raise the final 30-50% in the final week. Celebrate your progress and get ready for the final countdown.

Most successful campaigns get 30% of their funding in the first week. But if you haven’t hit that number, there are ways to turn things around.

In our years of crowdfunding, we know what strategies will make your campaign a success.

Here’s how to get started.

What to do if you haven’t raised anything yet

If you haven’t raised anything in the first week or so, it’s going to be almost impossible to get the campaign off the ground.

We recommend cancelling your campaign and starting over again.

In the interim time, prepare as best as you can. Read up on how to prepare for your campaign in our crowdfunding guide.

Rally your supporters, and get friends to commit to donating once you start again.

When you have the support you need, relaunch the campaign. You’ll be amazed how much easier it is to run your campaign with the proper support and preparation.

Keep up the confidence, even if you haven’t raised enough yet

Your donors want to contribute to a campaign that’s going places. Even if you’re unsure, don’t sound discouraged with the campaign, and don’t communicate that it will probably fail.

Be confident!

Use the renewed sense of urgency to compel your supporters to contribute even more. Show how your campaign needs their funds now more than ever. Don’t act desperate and beg for finances, but honestly ask others to help with your cause.

A great way to do this is to thank supporters. Show appreciate for their contributions in your updates, and include a link to your campaign. This is a great way to show appreciate while not being another ask.

Oftentimes, the secret sauce to campaigns that work is donor communication. Reach out frequently to your supporters and show them what’s happening behind the scenes.

Emphasize the content you’re creating and the work you’re putting in. Focus on sharing exciting stories with them instead of constantly asking for money.

If you’re raising money to build a shelter, for example, share stories and pictures of how you’ve begun talking with construction companies. Don’t complain about how the project might not happen since there isn’t enough support!

Leverage existing donors

You already have backers that are ready to give you the push you need. Here’s how to encourage them to help you even more.

First, (politely) ask donors to share! Remember, you never know who will be your next big donor. It could be a Facebook friend of an existing backer. Encourage them to spread the word.

Second, thank your donors profusely. We’ve seen campaigns do well with personalized, public thank-yous. Write a thank-you note for each donor, and share it on social media.

Libby Williams and Caroline Fleay made sure to personally thank every single donor in their campaign to build a free legal clinic to help those seeking asylum in Australia.

They even asked some donors for permission to thank them publically, which helped spread the word of the campaign. As a result, Libby and Caroline raised $91,400 in just 60 days!

Finally, encourage your existing backers to increase their support. The best way we’ve seen to make this happen is through new perks.

Adding an original experience or form of recognition are great free perks. These new rewards can easily double the average support each donor gives you.

Get new backers

Perhaps the most explosive way to skyrocket the success of your campaign is by attracting new donors.

Work to find new people interested in donating or sharing the campaign with their network. We’ve seen three particularly successful strategies.

First, contact non-donors you reached out to earlier but who chose not to donate. Reach out in a friendly way and don’t pressure them for money. Ask why they didn’t donate, and encourage them to share even if they don’t contribute.

Second, reach out to influencers. These are people with a larger reach than you have. These may be celebrities, bloggers, or even corporate partners.

When you reach out to these individuals, look for a personal story to tell them about the cause. Share any successes you’ve already had, and explain how this would interest their audience.

We’ve found that quality is more important than quantity almost every time, so craft a special message for each influencer.

Next, you need to decide which channel will work best to reach him or her. Email is generally a good tool, but you may also want to follow up with a Facebook message, SMS, or even a phone call.

When you make contact, share how their support will help the cause and give them a specific action to take (like posting on their Facebook page).

Third, repeat what has worked. Look carefully over your list of supporters.

(The easiest way to do this is by looking at your list of donor data on Chuffed.)

Are they mostly work friends? Volunteers in your local community?

Find patterns, then reach out to more people like this. Talk to more work friends, or encourage community organizations to spread the word.

If you must, extend the deadline

We don’t recommend extending your campaign deadline. It can kill the urgency of the team and actually discourage donors from contributing.

But if the end is drawing closer and you won’t be able to make enough progress in that time, consider pushing the deadline back by a small amount.

Even if you eventually decide to run an infinity campaign, it works best to set a deadline to count down to. We recommend 4-6 weeks for a typical campaign length.

But be sure to maintain the sense of urgency!

Don’t give up hope

Remember that you can’t predict how your campaign will end.

Until the campaign is over, keep promoting and staying positive. We’ve seen campaigns turn around in what appeared like the final hour.

You can do the same. You started your campaign to help a cause, and that cause still needs your support.

Don’t give up!

Quick tip: How to create a compelling campaign video in under 90 minutes

Video on phone

It’s a fact:

The most effective crowdfunding campaigns use video.

There’s just something about video that grabs our attention and makes us interested. That’s why people watch five billion YouTube videos each day, and the film and movie industry is worth tens of billions of dollars a year.

In this quick tip, you’ll learn the step-by-step process for adding a little cinematic magic to your campaign in just 90 minutes.

Step 1: Write the script (20 minutes)

We’ve found that videos work best if they’re short—around two minutes or so.

Here’s a template you can use:

  • 0:00-0:30 — Tell your story and explain why you care about the problem
  • 0:30-1:30 — Explain what your solution is, and how it will solve the problem
  • 1:30-1:45 — Provide a general budget, and explain what you’ll do with extra funds
  • 1:45-2:00 — Ask! Encourage people to join your mission, and explain any perks

Step 2: Film the video (30 minutes)

The equipment doesn’t matter as much as your personality! A smartphone or even webcam will work fine.

When filming, do this:

  • Look into the camera, and imagine just talking to one friend.
  • Show your excitement and passion for your cause—your enthusiasm is infectious!
  • Smile and look confident! Don’t be afraid to ask people to help.

Step 3: Edit the video (30 minutes)

Before you show the video to the world, you’ll probably want to polish it a bit.

If you have Windows Movie Maker (PC) or iMovie (Mac), you can use this software. For an even faster option, consider a free mobile app like YouTube Director or PowerDirector.

There’s no need to be fancy.

Trim out major misspeaks, and add a picture or title if you like.

Don’t worry about background music, a logo, or even transitions. These take time to get right and can be distracting for your viewers.

Remember—people want to support you, so don’t hide behind special effects!

Step 4: Upload the video (5 minutes)

Once you’ve finished editing the video, the rest is easy.

Go to a site like YouTube or Vimeo and upload your creation. Since the video is short, it shouldn’t take too long.

Be sure to give it a title—don’t leave the default image name:

Step 5: Upload to Chuffed (5 minutes)

Once you’ve uploaded the video, watch it once to make sure everything’s working properly.

If so, grab the link and place it on your Chuffed campaign page. Double-check to make sure it works correctly.

Congrats! You’ve just created your first campaign video! If you have more time, consider spending more time on each section to develop your work further.

Quick tip: The most popular perks in the history of

Australian Vegan Journal

What makes for a great donor reward?

In our previous research on the best crowdfunding perks, we’ve found three categories that work well. Today, we’re going to look at some of the most popular perks of all time to get your creative juices flowing.

Pre-release products or services

  • Care packages – 304 sold. For $64, supports got two care packages—one for themselves, and one donated to a domestic violence shelter on Mother’s Day.
  • Get Pointy – 280 sold. For $25, supporters received an early release of a the children’s book Pointy Pembleton, with proceeds going to support greyhound rescue.
  • Early edition of Australian Vegans – 226 sold. Supporters got an early print edition of the magazine for $15, which told the story of veganism and ethical leadership in Australia.

Unique experiences

  • Swimming with the whales – 429 sold. For $50, donors could be entered into the running to join a documentary team swimming with minke whales with the Great Barrier Reef Legacy campaign. The concept was so successful, the campaign raised over $20,000 with this perk alone! (If you choose to run a raffle, be sure to get a license from your locality.)
  • Special screening of Oddball– sold out at 200! For $30, supporters got to attend a private screening of the movie and guest speaker presentation, along with popcorn and a drink. The funds went toward Vets for Change. Seats were limited to 200, and sold out!

Special recognition

    • The $10 Challenge – 438 sold. For $10, individuals purchased the rights to get their name placed on a plaque at the Edgar’s Mission Farm Sanctuary. Edgar’s Mission Farm Sanctuary also had two other high-performing perks—a  $25 and $50 perk with “digital kisses” from the animals, plus the name of the supporter on the recognition wall.
    • No Place Like Home – 409 sold. For just £5, supporters could get their name on a plaque at the new shelter for disabled bullock Duke. Campaigner Sharon Lawlor raised over £90,000 for the shelter!

  • Get your location on the map – 248 sold. Supporters could be placed on a map of supporters for the African Data Initiative for just £1, helping to produce and teach statistics software to native Kenyans.

No matter what your cause, you can create a perk that pulls at the heartstrings of your biggest supporters.

Show your donors they’re part of something bigger, and provide them with rewards they can’t find anywhere else.

By creating unique perks specific to your campaign, you can grow a cause like never before.

What will you try?

How to Build a Team to Crowdfund $91,400 for Asylum Seekers

The Humanitarian Group - Libby Williams and Caroline Fleay

You’ve tried all the fundraising channels. You’ve applied for grants, done the trivia nights, approached potential corporate sponsors. Each raised a few thousand, but it’s never enough to get off the treadmill. If only you could raise enough not to have to worry about fundraising for a while, so you can focus on getting actual work done, right?

Meet Libby Williams and Caroline Fleay

Without any prior experience in crowdfunding, Libby and Caroline raised $91,400 in just 60 days.

Want to know how they did it?

In this case study, we’re giving you each and every step that was used, including examples of social media posts and emails, so that you can replicate the exact same strategy for your campaign.



The Humanitarian Group (THG) is a not-for-profit Community Legal Centre that provides migration assistance, legal advice and education for people new to Australia. When the Federal Government stopped providing funded legal assistance for most people seeking asylum in Australia, THG stepped up to help those seeking asylum in WA by opening a free legal clinic. Caroline, who has worked in the refugee sector for over 20 years, and Libby, who has volunteered for the same amount of time, both joined a collective of agencies supporting THG’s free legal clinic. Their role in the collective was to help THG source funding for the clinic. They made a few successful grant applications and hosted a couple of fund raising events, raising between $2,000 – $5,000 here and there, but there was an ever widening gap between costs and funds available. The free legal clinic was in danger of having to close, which would have resulted in hundreds of people in WA being left without legal assistance and facing the prospect of being returned to countries they had fled because they had experienced, or were at risk of experiencing, torture and persecution. Realistically, they needed an urgent cash injection of $80,000 to stay afloat, and so Libby and Caroline decided they needed to look outside of the box, and their comfort zones!

They researched fundraising ideas, and quickly learnt about the potential success of crowdfunding. Since they had no experience in crowdfunding, they knew they would need to be strategic.

‘We took a rather unorthodox approx to be honest. We’re both 50-year old women who weren’t frequent, or comfortable, users of social media prior to the campaign (we didn’t even have a Twitter account when we started) but we were desperate to raise the funds and nothing else had worked! As a result of our lack of social media skills we had difficulty trusting in its ability to achieve our fundraising goal, so we ended up doing what we do best i.e. ‘old fashioned’ relationship building around the campaign.’

Step 1: Build a Team

The first thing Libby and Caroline did was form a small collective of people who had the social media and marketing skills they lacked. This collective helped drive the campaign throughout. They also had an existing Facebook group of about 500 people that they could use to promote the campaign.

“A crucial part of building our team was identifying our own weaknesses and asking others for help. As we didn’t have a budget to work with, we had to rely on like-minded people generously donating their time and expertise. This required us to find even more time for a number of personal meetings with people we knew had the skills we were missing. The time spent on this was invaluable! A good example is the flyers we used that were a result of creative input from two of our campaign supporters, both marketing experts, who kindly advised (and created) for us throughout the campaign.

We also learnt very valuable lessons from another Legal Community Centre based in Victoria who had recently run a successful crowdfunding campaign. We met with the people involved – who were in Perth for a conference – and they were generous with their time and advice which gave us a lot of confidence to have a go ourselves. We would strongly recommend you find a similar, successful project early in your planning phase to model your own work on.
Finally, we found the Chuffed support staff to be very helpful at every stage. They responded to queries quickly and thoroughly and we felt a good deal of personal support and empathy for our project. This was also important in building confidence in our ability to get the job done.”

Then Libby and Caroline went through their networks and identified about 50 people who they knew were rock solid and cared about the cause. Because they both worked or volunteered in the sector, they knew a lot of people who cared deeply about the situation facing people seeking asylum in WA. Together, they set out to meet these contacts in person, sending personal emails and making phone calls to the many people they knew.

“We took a very personal approach to inviting people to become a part of the campaign. We met with as many people as possible to have a coffee and a chat, made personal phone calls and let people know how they could be involved with positive action for people seeking asylum in our community. We were attempting to launch WA’s largest crowd fund to provide legal assistance for asylum seekers and asked people to join with us to make this big, bold plan work – and they did!”

In addition to this, the work that Caroline and Libby did was consistently supported by individuals from the collective of agencies who were part of THG free legal clinic support group. These agencies are all heavily involved in the sector and were very keen for the campaign to succeed. An appeal was made to members of this collective to commit to taking a personal approach with contacts within their own, often extensive networks – and so the group of people feeling a sense of ‘ownership’ of the campaign grew.

All of these personal approaches were designed to get two things: pre-commitments of funds, and people who could help with social media. Following each meeting, Libby and Caroline would send a follow-up email to thank them for their time, attaching their flyer, and asking them explicitly to either become a Financial Supporter or a Social Media Ambassador.

Here are copies of the flyers they used:

The Humanitarian Group Crowdfunding

The Humanitarian Group Crowdfunding

The asks were very clear – for financial donors it was to tell them how much they were going to pre-commit. For Social Media Ambassadors, it was to sign up to their Thunderclap (we’ll explain what that is below). An easy next step with a clear ‘yes/no’ answer was critical in helping people commit to the campaign.

Once a commitment to Thunderclap was made, a follow up email asking people to further commit to using their personal social media accounts and email to spread the word about Seeking Refuge WA for the duration of the campaign was made.

It took Libby and Caroline 6 months to have all their ‘in person’ conversations. But by the end, they had the pre-commitments and the team to launch big.

Step 2: Launch Big

Having read the Crowdfunding Guide, Libby and Caroline knew that launch day had to be big, ideally raising 20-30% of the target in the first 3 days.

To make it a success, they planned three things:

1. Thunderclap

Libby and Caroline decided to use Thunderclap as a way to get more reach for the campaign on Launch Day.

What is Thunderclap?

Thunderclap is a platform that lets people sign up and commit to post a message that you write on Twitter and Facebook on a certain time and day. Because there are so many people posting together, there’s a higher likelihood that posts will get seen by others.

The great thing is, you don’t need a huge following for a successful Thunderclap.

Signing up 73 supporters on Thunderclap gave Seeking Refuge WA a social reach of over 60,000 on the day.

The Humanitarian Group Thunderclap

2. Launch event

Libby and Caroline decided to launch the campaign during an event at the Centre for Human Rights Education, Curtin University, where Caroline is Deputy Director. They knew the event was likely to be well attended as The Hon. Michael Kirby, former High Court Judge and Patron of the Centre, would be speaking about Australian refugee policies. So they planned for Caroline and guests from a refugee background to launch Seeking Refuge WA following Michael Kirby’s address. During the launch, Caroline and guests outlined the situation facing people seeking asylum and the importance of the work of the free legal clinic, and how people could donate. There were 500 people in the audience, many of who were clearly interested in supporting the campaign, and the launch helped raise over $10,000 on day 1 of the campaign.

3. Thank every donor

As soon as donations started to flow in, Libby made sure that every supporter was thanked personally. In addition to this, some donors were asked if they were happy to be thanked publicly. This way the people who supported the campaign could see how much their donations were being appreciated, and it also provided an example for others who were considering donating. These positive donation messages received a lot of traction on social media.

In addition to Facebook, Libby also set up a Twitter account to spread the word about the campaign and continue to thank donors.

“I had never tweeted before, and had a big learning curve ahead. Fortunately, another member of our support team had extensive experience both professionally and personally with social media, and very kindly donated her time to the unenviable task of teaching me how to Tweet! Her tuition and ongoing personal support of our Twitter account resulted in a lot of good retweets which is what we were after.”

All of this activity meant that on launch day, the Seeking Refuge WA campaign was all over social media for people in Perth who cared about the cause.

The Humanitarian Group - Crowdfunding

Step 3: Get influencers on board

Before launching the campaign, Libby and Caroline also identified a number of key individuals who could either help them reach more people or access bigger donations.

1. Reaching more people

The team spent time identifying potential local and national organisations who might be interested, and prepared a list of contacts to engage with during the campaign. One way to do this is to either search directly in Facebook for groups or pages interested in your cause area or using Twitter’s Advanced search. Next, Libby attempted to grab their attention by tagging the influencers in Twitter posts. This resulted in some retweets from organisations (including Refugee Council Of Australia and Asylum Seeker Resource Centre) who have large online followings.
The team met with others in person beforehand and kept them in the loop throughout the campaign to showcase how successful it had become. The popularity of the campaign itself made it much easier for these people to share with their networks.

2. Bigger donations

Prior to the campaign launch, Libby and Caroline had secured $20,000 in pre-pledged donations. These donations were used at strategic times to help maintain momentum during quiet donation times (every weekend!). Donors of $10,000 of this sum agreed that it could be put aside to be used in dollar for dollar matching during a mid-campaign slump.

Grace Forrest, from The Minderoo Foundation, had also followed the campaign with interest right from the start, kindly donating an exhibition of her photos to be used during the launch event. As the success of the campaign grew, Grace got back in touch with Libby and continued to support the campaign. The significant social media reach of the Minderoo Foundation was very helpful in providing Seeking Refuge WA with a new audience late in the campaign. Much to their delight, once the campaign had reached $67,000 in donations, The Minderoo Foundation donated $13,000 to get the campaign to its target of $80,000 and, in addition to this, offered a further $10,000 in dollar for dollar matching.

“We were so grateful when the Minderoo Foundation came on board to give us the remaining $13k to get us across the finish line. And then to offer dollar for dollar matching for every dollar beyond that, which took us over the $90,000 mark, was an added bonus! On the strength of this we decided to extend the campaign by one week to really take advantage of the dollar matching. Grace made it clear to us that it was because of the success we had already achieved that the Minderoo Foundation were prepared to back us and provide the funds to help us reach our target.”

In addition to the actual donations coming from the Foundation, Libby and Caroline were now able to go back to existing supporters to give them the great news and bring new life to the campaign.
This is an example of the Campaign Update sent to existing supporters:

The Humanitarian Group - Crowdfunding

Step 4: Keep Promoting Till The End

Towards the end of the campaign and right before the donations from the Minderoo Foundation, Libby and Caroline worked hard to engage existing supporters and networks, encouraging them to help share the page with their networks.
They had a multi-pronged approach.

1. Daily social media posts

People love a deadline so Libby started a daily countdown on social media to highlight the time pressure.

The Humanitarian Group - Social Media

2. Rally existing supporters

Existing supporters were already the most invested in this campaign, and they wanted to see it succeed. Asking them for help with a final push provided the support needed to get the campaign across the finish line.
Here’s the letter that was used:


We are writing today to thank you so much for your kind support of Seeking Refuge WA. Your willingness to be involved has been overwhelming, and we are so encouraged by the number of people who clearly care deeply about those seeking asylum in WA.
It’s hard to express how much we have appreciated the many, many emails sent, social media posts liked and shared, and conversations people like you have had – not to mention the amazingly generous donations we have received over the past 5 weeks of the campaign! We now have only 1 week to go and are tantalisingly close to our $80,000 target! The $65,600 already donated will allow The Humanitarian Group to move 82 people off their waiting list. But we dearly want to give them the funds to help 100 people who urgently need their help.

We are asking you today to join with us in this final week of the campaign for one more push to achieve our target of $80,000. We would be so grateful if one last time can you spread the word about Seeking Refuge WA to your own network of friends, relatives, colleagues, and encourage them all to donate (or donate again!).

Together we can change the lives of 100 people seeking asylum in WA. With thanks,The Seeking Refuge WA team

3. Continue to advertise perks

In the last week or two of the campaign the many fabulous perks that were available were advertised on social media in an attempt to persuade people to donate. Here is an example of some of the perks that were available.

The Humanitarian Group - Crowdfunding Perks

And the result? That nearly vertical jump in donations right at the end:

The Humanitarian Group - Dollars Raised

Final Notes

Through the power of forming a collective and leveraging their personal networks, Libby Williams and Caroline Fleay were able to raise $91,400 for people seeking asylum in Western Australia. This amazed not only their family, friends and colleagues, but most importantly themselves.

“When we set out we knew THG needed $80,000, and even if we had only raised $40,000 we’d have been thrilled. We never expected to raise over $90,000! We are so amazed we did!”
If Libby and Caroline can do it, you can too!

If you have an idea for a project or cause that you need funding for, but you’re not quite sure if you have the experience or networks to run a crowdfunding campaign, think of Libby and Caroline. Without any former experience or knowledge on crowdfunding, they were able to raise $91,400, smashing their $80,000 target, and ensure that many people seeking asylum in WA could access free legal assistance.

Start your campaign on today. We provide free mentoring and support for anyone looking to crowdfund a social cause project.


The Secret Crowdfunding Strategies to Crush Four Stretch Goals in a Row


You want to change lives with your crowdfunding campaign—but how?

Setting a large goal looks overambitious, like it’s doomed to fail from the start.

But of course, you don’t want to set a goal that’s too small.

So how do you raise a huge amount and motivate donors to give?

Enter the stretch goal example of Kieron Safstrom, who beat not one but four separate goals with his massively successful crowdfunding campaign.

Kieron is a recently graduated nutritionist who travelled to India shortly after receiving his degree.

He knew fortified milk could reverse the rampant malnutrition he encountered, and set about to provide the supplement to the children he worked with.

Kieron set up the #Milk4Marks campaign over the weekend with a starting goal of just $3,000—a figure he raised in a mere 10 hours.

After that, he set his sights on a stretch goal of $5,000 and hit it within seven hours. Milk4Marks hit the next goal of $8,000 the next day, then met stretch goal #3 of $12,000 shortly after that.

Currently, the campaign is making steady progress on stretch goal #4—raising $15,000 to help beat child malnutrition in India.

Campaign image

So, how did he do it?

Tactic 1: A very personal story

Kieron is a likable guy—someone who could tell a great story at a party or make any kid smile.

He used his personality to tell the story of his plan.

Using the camera he had available to him in India, he recorded a simple video explaining his discoveries. The video isn’t very high quality, which adds to its authenticity.

Video example

Kieron even pokes fun at his first recorded video with the caption “Watch me film myself for the first time ever!”

To make the video a success, Kieron didn’t just spout off facts and figures of an impersonal problem.

He told a story.

First, he explained his background and his trip to India. He built up the credibility of his goal by explaining the large organizations that supported his efforts.

Second, he painted the problem in vivid detail. He explained that children went to school on an empty stomach and encouraged viewers to imagine it themselves. He explain that the malnutrition problem was widespread, elaborating that “it’s on an energy level, it’s on a protein level, and it’s on a micronutrient level.”

In addition to a video, he included pictures of himself to tell the story of his discoveries and add faces to the issues he saw.

Kieron 1

He showed that fortified milk would make a huge difference in the lives of children, improving their livelihood and academic potential.

He also built rewards into the program—supporters would receive a T-shirt or hoodie, with the proceeds going to provide fortified milk to malnourished children in India.

But instead of focusing on those extrinsic motivators, he mentioned them only briefly at the end of the video. The focus was on helping children, not on receiving rewards.

By telling a compelling and personal narrative and focusing on helping others, he was able to rally donors to support his cause.

Tactic 2: Deep personal outreach

Unlike a lot of campaigners on Chuffed, Kieron didn’t have an email list at all.

Instead, he promoted using the one form of communication he knew he had access to—his personal Facebook connections.

He promoted the project heavily to his current Facebook friends, posting multiple times per week.

But he didn’t ask for money every time. Instead, he posted constant updates with pictures and specific details, keeping supporters in the know about how the campaign was going.

He reached out personally to his 60+ nutrition classmates from university, knowing they would be especially interested in the project. Sure enough, ⅓ of his classmates purchased jumpers, and ½ shared the post to their friends.

In addition to his personal friends, he also reached out to groups he was a part of—nutritionist groups, his university, and others—and leveraged his connections with larger organizations.

He wasn’t pushy and didn’t directly ask for support. Instead, he just asked them to check it out. His strategy worked, and he received shares from some brands with large followings. His university shared the story:

And the company that printed his stickers:

Using his social connections, he was able to reach a range of people that supported his cause and encouraged others to do the same.

Tactic 3: Deliberately small starting target

While a campaign that crushes a series of objectives seems like a miracle, there’s a science that goes into building the momentum necessary to drum up excitement and participation.

Kieron’s example of a stretch goal did this masterfully.

First, he started with a small target he knew he could reach ($3,000). Before even launching the campaign, he reached out to his connections and asked them to help support the project.

As a result, he was able to meet the target within just a few hours and before even publicly launching the campaign. He leveraged that to build excitement—proving #Milk4Marks was going places fast.

target setting

This quick success made the story even more shareable, and friends wanted to share the tremendous success they saw.

Rather than a plea for money, friends could post about the success Kieron was having and the lives he was changing. And post they did!

By setting the target low, he also was able to constantly have a new update to announce—every time he met and set a new stretch goal!

These exciting posts kept readers engaged and showed the day-to-day progress of the campaign. Each stretch target was difficult but not impossible, keeping followers engaged and growing shares throughout each goal.

By setting the original target low, hitting it quickly, and building small-but-achievable targets along the way, Keiron was able to give the #Milk4Marks the momentum it needed to succeed.

Lessons learned

Along the way, Kieron made some discoveries for his future campaigns.

  1. Start promoting earlier. The success of the campaign was due to Kieron’s outreach to his network, but next time he’ll start earlier. “Imagine what I could have achieved,” he says, “if I had built that momentum up over a couple of weeks beforehand?”
  2. Focus on connections, not cold calling. Despite reaching out to 200-400 new Facebook groups and pages with which he wasn’t connected, Kieron wasn’t very successful. They were actually too big and his direct messages were not often even seen. Next time, he’ll focus all his efforts on people with whom he already has a personal connection and smaller facebook pages.
  3. Only go into crowdfunding if the cause is important to you. Kieron worked hard to make #Milk4Marks a success, and the main reason was that he was passionate about the cause. Without that excitement, it would have been difficult to keep up the energy. But since malnutrition was something he engaged with on a regular basis, he had the motivation to keep up with the campaign even when it was difficult.

If you’re ready to build a crowdfunding project with wild success early on, follow the strategies Kieron used with #Milk4Marks campaign.

By crafting an intensely personal story, leveraging his connections, and setting the campaign up for success with small, incremental targets, Kieron was able to build massive support.

Even more importantly, he built the #Milk4Marks campaign into a fundraising success with thousands of dollars to help battle malnutrition.

Kieron’s story is an example of a smart stretch goal that is changing the world.

To check out Kieron’s story or support the #MILK4MARKS – Indian School Breakfast Program campaign on Chuffed, just head to:

Running a Community Event? Here’s How To Make It Wildly Successful Using Crowdfunding

Ai-Ling and Katrina

How do you build a massively successful community event?

There are plenty of options.

Most people take the usual route, and register their event on an event-specific site and start selling tickets.

But there’s a way to turn an event into more than just a gathering. A way to transform it into a movement, build a tribe of raving fans, and change lives forever.

The answer is simple: start crowdfunding your events.

Instead of just selling tickets, using a crowdfunding platform like Chuffed for your event means you can build support and offer perks that a traditional ticket site won’t allow you to do.

It’s more challenging, more rewarding, and more impactful than anything you’ve ever tried.

One of the most successful crowdfunding events we’ve seen was put on by Katrina Lane and Ai-Ling Truong. Both women were passionate about tackling important issues facing the food and drink industry; and creating connections between farmers, producers, chefs, and consumers.

Ai Ling and Katrina

Inspired by Noma’s MAD conferences and Ben Shewry’s WAW Gathering in 2014, they wanted to organize Western Australia’s first ever Food And Drink Symposium (FADS) – a daylong event complete with talks, discussion panels, and workshops.

FADs info

To get it started, they would need to raise a hefty $45,000. But rather than just list the symposium on a ticket site and start selling, they chose to build a community around the event—and never looked back.

Their campaign hit its goal, and the symposium went off with tremendous success.

Campaign info

Here are the strategies they used for crowdfunding their event.

Tactic 1: Strategic perks

The biggest difference between crowdfunding and just selling tickets is in the rewards.

Unlike a traditional event campaign that just sells tickets, Katrina and Ai-Ling were able to leverage the unique abilities of a crowdfunding campaign to build even greater support for FADS.

They were able to expand their offerings from just tickets to offering items like shirts, masterclasses and other food and drink experiences that were related to the event and included some of the speakers and chefs who were a part of the FADS program.

FADS perks

The ability to offer mini-events throughout the campaign that provided unique experiences prior to FADS for different levels of support was perhaps the biggest advantage of crowdfunding. These mini-events helped to attract new audiences, were well received and built excitement before the main event. Overall, the use of mini events as perks added a new angle to the campaign and drew in many supporters through the offline conversations.

“The rewards worked really well, but looking back, I would have reduced the number of perks we initially offered. Instead of putting all the perks on the page at the start, I would start with a limited number and add more as the campaign builds popularity and followers. One of the challenges of running an event-based crowdfunding campaign is that sense of urgency as people generally don’t buy tickets until closer to the event date. Were we to do it again, we would have created both time and quantity-based scarcity. For example, we did have early bird ticket prices, but they were of limited amount. Next time I would offer early bird ticket prices for a limited time, and only a few tickets available at first. If those tickets sell out, we can still add another set—but the limited time would have created a stronger sense of urgency and more immediate sales.”

Tactic 2: Community building

Through crowdfunding Katrina and Ai-Ling wanted to build a community of people for their event who were more engaged with their food and drink culture.

They were transparent with the community and rallied its members to stand behind the project.

They built every piece of the crowdfunding messaging with the community in mind and were very transparent with the finances, so those interested in funding FADS knew where the money was going:

Breakdown of cost

During the entire process, they thanked supporters, donors, and speakers.

Because of this focus, they found that one of the main drivers of ticket sales was word-of-mouth. People who were interested, would recommended FADS to their friends, families or colleague and this built a following offline.

To support this offline dialogue and rally support for the cause, Katrina and Ai-Ling designed “mini-events” leading up to the symposium for their community to be a part of.

They collaborated with people who worked in the local food and drink industry, to increase reach through their networks and communities. These mini-events provided opportunities to learn from local food and drink experts, facilitated conversations around topics related to FADS and also generated more interest in the main event as the date drew nearer.


They also spent time on social media thanking those who had hosted events as well as thanking supporters individually.

As the event drew nearer, they increased their social media promotion, posting more frequently and including a call to action in each post.

During the opening speech of the symposium, the MC announced that FADS was 100% crowdfunded which reinforced the community driven nature of the event. The goal was to make the supporters feel valued and included in every step of the process.

FADS couldn’t have happened without support from the community, and Katrina and Ai-Ling made sure everyone received the thanks they deserved.

Tactic 3: Acquire sponsors

The more the campaign progressed and showed success, the more leverage it had for attracting sponsors to provide larger contributions to the campaign.

Sponsorship contributions were added to the campaign, publicly acknowledged on social media and included an opportunity to be a part of FADS. They focused on engaging sponsors as a part of the campaign in a meaningful way.


They also mentioned their sponsors at the bottom of the FADS website.

Sponsors overview

In addition to helping the event happen, the sponsors also helped to cross promote the campaign to gain more supporters.

Lessons learned

Along the way, Katrina and Ai-Ling made some surprising observations about how the event campaign went.

Most of these were specific to events since crowdfunding is a less common way of raising capital for them.

  1. Get confirmed speakers early. One of the challenges Katrina and Ai-Ling faced was getting speakers confirmed. Without a lineup of presenters, it was difficult to rally support for FADS. The earlier you have this lineup, the faster you can begin promoting the campaign.
  2. Expect sales in the last week. Four months out from the event, they planned to run a 30 day crowdfunding campaign but ended up having to extend the length of the campaign until right up to their event day. Unlike a traditional crowdfunding campaign, FADS raised a lot of money during the tail end of the campaign as their primary reward was selling tickets to the symposium and people generally buy tickets closer to the event day. In the week leading up to the event, an average of as many as ten people bought tickets every single day. Plan and prepare for this if you’re crowdfunding an event.
  3. Increase sponsorship. Businesses want to be a part of something that shows success and a crowdfunding campaign that has momentum can be built on with contributions from sponsors. For example, promoting the campaign with matching funds from sponsors can be a powerful motivator to drive donations. Reaching out to sponsors early on and working with them to be a part of the campaign could have allowed FADS to leverage this for more donations.
  4. Spend effort on community, not just PR. Despite getting some helpful media spots, Katrina and Ai-Ling found that these didn’t produce a huge spike in ticket sales. More direct and personalized communications to their community via social media, newsletters, at their mini-events and offline conversations had more impact.


With plenty of hard work, intense learning, and support from donors and community members, Katrina and Ai-Ling were able to raise all the money needed for FADS.

Following through with their budget, they transformed the facility, hosted world-renowned speakers, and launched an event celebrating the food community around them.


With careful planning, Katrina and Ai-Ling created a crowdfunded event that transformed them and their community.

To find out more about the WESTERN AUSTRALIA’S FOOD AND DRINK SYMPOSIUM (FADS) Campaign on

The Ultimate Crowdfunding Guide For Animal Rescue Groups

A guide for animal rescue groups and individuals who want to use crowdfunding to raise funds to pay vet bills or help care for animals in need.

Dogs and cats


Donation-based crowdfunding is a way to source money for a project by asking a large number of contributors to donate a small amount, and asking a small number of contributors to donate a large amount. In return, backers may receive token rewards or acknowledgements for donations.

Crowdfunding is a great way for small organisations to grow their online following and address both short- and long-term fundraising needs. Larger established organisations can also benefit from this new and exciting way to engage existing supporters while reaching new audiences.

All you need is a clear idea of what you’re raising funds for and a good understanding of what crowdfunding is and how it works. There’s no ‘One size fits all’ in Crowdfunding: Crowdfunding for Animals can take many shapes and forms, including (but not limited to):

  • covering vet bills of a single rescue animal
  • engaging and empowering the wider public to raise awareness
  • building a whole new animal sanctuary or hospital

The following examples will give you a better idea of the variety of Animal Cause campaigns on

Animal campaign examples


This guide is designed for small animal rescue shelters or other animal welfare organisation who want to understand how to use crowdfunding to fundraise for their animals and causes. It’s based on our experience with hundreds of shelters but uses specific examples from two shelters based in Australia – Forever Friends Animal Rescue and Maneki Neko Cat Rescue.

Forever Friends Animal Rescue is the largest animal rescue in Victoria, Australia and have over 600 pets in their care at any given time. That’s more than the RSPCA head office branch in their area. Completely run by volunteers, they have no paid staff. Despite this, they’ve managed to raise over $90,000 through crowdfunding on in the past year alone.

Maneki Neko Cat Rescue have 180 active foster carers and volunteers and have anywhere between 300-400 cats in care at any one time. In 2016, they rehomed 830 cats, and in 2017, they’re on target for over 1000. They have grown exponentially over past 3 years: in 2014, they only rehomed 180 cats. Then in 2015, that jumped to 360. By 2016, they were at 830 cats rehomed. So far, Maneki Neko Cat Rescue has raised $29,150 on

This guide focuses on raising funds for a single animal. Larger projects (with 5- or 6-figure targets) require a slightly different approach, and it may be best to get in touch with us to discuss your project in more detail. You’ll also find examples and case studies at the end of this guide.

So, whether you’re a small rescue group with a small online following and just starting out, or an established organisation looking to reach new audiences, this guide will help you on your way!


Here’s how they did it

Before you start: Choose a crowdfunding platform


We’d of course recommend using, for three reasons:

  • You get to keep 100% of what you raise even if you don’t hit your target.
  • org doesn’t take a cut of your donation (most platforms charge 5-12% payment processing and platform fees). Instead we let donors decide if they give to or not on top of their donation. Donors also cover the payment processing fees.
  • org only supports social cause campaigns, so you’ll be amongst other people like you, not people funding their holidays.

Step 1: Choose a single animal

Rather than fundraising to help ’10 kittens’, or ‘help save the lives of the animals in our care’, we found that choosing one specific animal to fundraise for works best. Most animal rescue groups care for several animals at any given time, and there’s always more than one animal in need. We recommend raising funds for 1 animal at the time and choosing an animal that:

  • Has a very visual issue, you can see something is wrong with them (ie. they have a broken leg or an X-ray that shows something’s wrong)
  • Needs a life-saving or life-changing surgery (ie. helping a kitten with a broken paw walk again)
  • Has some sort of visual X-factor (ie. a cute kitten, puppy or an older dog that just has the sweetest smile).

Step 2: Get a good quality header image

The photo that you use as the header image for your campaign is critical to your success. It’s the first thing that potential supporters see and it’s what gets shared on social media. You want it to be high quality, inspiring and engaging.

Before you launch your campaign:

  • There are several ways of getting a high-quality image: take it yourself, ask a volunteer or the vet to take a photo for you, or use their pound photo. You don’t need fancy cameras – though they help. Most people just use a good phone camera. You can also use X-rays or scans from the vet.
  • Take the photo with the animal looking at the camera. Sad photos tend to work better than happy ones, but you don’t want to guilt people with shocking photos (org is a guilt-free site. We reject campaigns that use guilt-imagery like graphic, disturbing images of animals).
  • If you’ve got multiple images, you can use the other ones in the campaign description.
  • If the animal you’re fundraising for requires surgery, we recommend taking a photo of the animal going into surgery – you can use these later to update your donors on the progress of the surgery.

Example header image

After the campaign ends:

  • Take a photo of the animal after surgery. Again, you’ll use this to update donors, but also to update your main campaign photo. The reason for this is that you want future supporters to see lots of examples of the impact you made previously.
  • Forever Friends Animal Rescue uses a template over the top of the image with their logo and the campaign title. This isn’t necessary but does create consistency over multiple campaigns. This is what people see when they search “Forever Friends” on

Header image example

Step 3: Write a strong title and compelling story

The Title

Your title is the second thing potential donors see after the photo. Make sure it’s short (4-5 words) and easy for people to understand what difference they’re going to make. You can add an exclamation mark to add a sense of urgency. For example, if an animal needs surgery that will help them on their feet again, call your campaign something like: Help Nala Walk Again!

As a bonus, you can try alliteration: “Help Red Run Again”, “Save Eddie’s Sight”, “Help Wobbles Walk” all worked well for Forever Friends Animal Rescue.

The Pitch text

Once you’ve piqued a potential donor’s interest with a strong photo and title, you need to give them the quick pitch. This is a very brief explanation of what your campaign is about. It’s what donors read to decide whether to read your full campaign page.

All your pitch should do is explain clearly what you’re fundraising for and have a clear call to action.

Here’s a good example:

“Nugget is a sweet two-year-old Staffy mix and he’s been diagnosed with a luxating patella on both hind legs. Help us help him live a pain-free life so he can run and play like a young dog should!”

The Story

Now it’s time to give potential donors the full story.

Typically, project descriptions are 300-450 words. Their aim is to both explain and inspire. Both Maneki Neko Cat Rescue and Forever Friends Animal Rescue use a simple formula for this: explain what’s happened to the animal, then what you want to do and what you’re going to spend the money on.

Remember to write in plain, clear language. While it’s tempting to explain the details of the surgery, a lot of times the animals need complex surgery and explaining the details of the surgery is not going to help inspire people to give – it may just confuse them.

To improve your campaign page even further, you can add additional pictures or videos. Photos from the animal’s rescue or in surgery work well.

Also, if you’ve already spent the money for the surgery, you can still fundraise to pay it off – just be sure to be clear about this to your donors. They won’t mind, they just want to know where the funds are going.

Here’s a great example of a simple but good campaign description:

“The owners of sweet 4-year-old Narla took her to the vet due to her limping. They were told Narla needed surgery on both her back legs to live a normal, pain-free life. Narla’s owners put her back in the car, drove straight to the pound and left her there. She’s been there a month and has run out of time.

Forever Friends doesn’t think Narla deserves to die. We’re ready and willing to take Narla into foster care and look after her during her recovery and find her a forever home, but we need to raise the money to fund the surgery that Narla needs.

Peninsula Vet Care is generously willing to perform Narla’s cruciate ligament surgery on both her back legs for around half the normal cost – $3500 – and we have a foster home waiting. The only thing that is missing is financial support.

Can you make a tax-deductible donation to help us save Narla? This sweet girl deserves a second chance.”

Step 4: Create a page and upload photo, title and story

Once you’ve got your photo, pitch and campaign description, head to and start drafting your campaign. Just follow the steps, put the photo, pitch and description into the campaign editor:

Next, submit your campaign for approval, so we can review your page, and give feedback where needed*.

You don’t need to get it perfect immediately, because you can continue to edit your page, add details or pictures during the pre-launch phase and even after you’ve launched, so you are in full control. Also, once your first campaign is approved, you’ll be able to launch future campaigns without the need for further approval. This is an example of what a campaign page looks like:

Campaign page example

Step 5: Promote your campaign

The best campaigns on do a lot of promotion, and so do Forever Friends Animal Rescue and Maneki Neko Cat Rescue. They both discovered that promotion activities are critical, but they don’t need to be complicated.

The crucial touch-points for promoting your campaign include:

  1. Before launch: let your volunteers and supporters know you’re about to launch a campaign, get them involved by asking for feedback or let them create their own fundraisers, this will make them more likely to share your campaign on launch-day.
  2. Launch day: launch big, and through all channels on the same day. In the first few days / week, make sure to thank every donor publicly too, this will make them feel good about donating, but will also show potential donors that others have already contributed.
  3. During the campaign: send positive updates and celebrate wins like raising 50% of your target. Focusing on celebrating how much you raised, rather than asking for money, and where possible, show updates on how the pet is doing.
  4. After the campaign: it’s important to thank all supporters, and send them an update a few weeks after on how the pet has been doing. Not just because it makes them feel good, but also because it makes them more likely to support your next campaign too!

The 3 main channels we recommend using are:

1. Facebook

Where to post:

  • Your Organisation’s Facebook Page.
  • Your Foster Carers / Volunteer Facebook Group (if you don’t have one, consider creating one like Maneki Neko Cat Rescue – Volunteers)
  • Your personal Facebook Page (and those of your volunteers and foster carers): this way your own friends and family can help share the campaign to their networks.

What to post:

  • Launch Post:
    • Create a post for the campaign, using a snippet of the text and link to the campaign to read more and donate. Pin this post to the top of your page for the duration of the campaign.
  • Campaign Updates:
    • Updates on progress of the campaign (and the pet’s health) are important:
    • Celebrating milestones:we’re halfway there”, “we’ve already raised 30% in 2 days” to remind people about the campaign and show others donated
    • Final push: When you get close to your target or campaign end, do another post to remind and let everyone know you’re almost there
    • After finishing: End of campaign update and thank you “Thank you for saving Narla who’s recovering well from surgery” makes everyone feel good, and those that didn’t support you this time around, will want to support the next one.
    • Header image:
    • Change your Facebook header image to include the campaign header and a link to the crowdfunding page to donate.
    • This header stays up until campaign is finished and people who visit your Facebook page can immediately see what’s happening or what you’re fundraising for. You can also update this after a campaign completes to include a thank you.
    • Check out Forever Friends Animal Rescue’s Facebook Page for a great example.
    • Thanking Supporters:
    • Publicly thank supporters for their donations. Do a thank you post at the end of each day/week with the names of the people who donated that day/week.
    • This makes your donors feel good and more likely to share your campaign, but also shows others that people are supporting your project.
    • If you can tag them in the post, that’s even better because their friends and family will also see this in their newsfeed.
  • Volunteer engagement:
    • Ask your volunteers to like and share the posts. If you have a volunteer group on Facebook, let volunteers know you’ll be doing a campaign and ask them to share the campaign link on their own Facebook page or to print a poster to promote the campaign at work.
    • For example: “Hi guys, you know Twistie is really sick. Can you please help us share Twistie’s campaign link? Just copy and paste this onto your own Facebook page. Thanks in advance, it would be a great help!”

2. Email

Although Facebook allows you to reach new audiences, don’t forget about email. Not all your supporters will be on Facebook or check Facebook regularly, so reaching out via email will make sure you reach everyone. We even have had successful campaigns just use email only!

  • Send an email to your supporters, volunteers and newsletter list to let them know you’re about to launch a campaign (share the pre-launch page for feedback).
  • Send a separate email to announce the launch of your campaign, asking them to share it with their networks. If you already do an email newsletter, include a featured section on the campaign, or even better, send a separate email to announce that you’ve just launched a crowdfunding campaign and would like everyone to support & share it.
  • Send important campaign updates (ie. we’re 50% there!) so everyone is reminded the campaign is still happening and rather than receiving another ‘ask for funds’, they’re involved in the celebrations.

Think about it as using email to activate and engage your existing supporters, to help you reach new audiences through Facebook and Social Media. Get them involved so they share it with their networks.

3. Messages and Campaign Updates

When you create a page on and you start collecting the funds, you will also be able to send campaign updates and messages to supporters through our website, even when the campaign is finished. Whether your supporters found out about your campaign on Facebook or via email, you’ll be able to reach out to all of them with a single click on a button. You can also download your supporter data from the website.

Step 6: Receive the funds

When you create your page, you can choose to collect the funds either by adding your banking details via Stripe Connect (recommended) or via a PayPal account. Stripe Connect is a secure online payment platform that enables payments into a bank account of your choice. You can start receiving funds from the day you launch your campaign and (when using Stripe) you can choose how frequently you want the funds to be paid into your account. This means you don’t have to wait until the campaign is finished to collect your funds and you are in full control.

Step 7: Tell people what happened

Most importantly after you complete a campaign, is to let supporters know what happened. When you have an update about the animal that you saved, whether it’s 1 week or 3 months later, let them know. Supporters love getting updates on the animals they helped, and it makes them much more likely to donate to your next campaign. You can also use the message function to contact and send updates supporters.

Frequently asked questions:

How much does it cost to run a campaign on

Nothing! Raising funds on is completely free. Unlike most other platforms, we don’t charge any fees to our campaigners so that projects receive 100% of the funds. Instead, we’ve put our trust in the supporters who at the point of donation, will pay the online payment processing fee and can include an optional donation to support our platform. Lucky for us, it turns out they do! So, if you raise $5,000 on, you get the full $5,000 straight on your account.

How is this different from a standard fundraising appeal?

Although crowdfunding campaigns and fundraising appeals have the same ideals – that is, to get support (financially or otherwise) for projects that certain individuals or groups believe in – there are a few differences that make it worthwhile to add crowdfunding to your fundraising mix:

  1. A specific project: Crowdfunding is typically for a specific project (or in this case, animal), where supporters can clearly understand where the money is going and join forces with others to raise the needed funds.
  2. A sense of urgency: Limiting the campaign to 30 days, with a daily counter and fundraising ‘thermometer’ will create a sense of urgency and encourage people to contribute now, rather next month (though you can choose to run your campaign for anything up to 6 months or without a time limit if you prefer)
  3. Reaching more people: Crowdfunding campaigns allow you to reach more people and gain more supporters by actively engaging your existing supporters to share the page with their networks, who can then share it with their networks.
  4. Updates on progress: Good crowdfunding campaigns include updates after the campaign is finished so supporters receive updates on progress and can see their money has made a difference.
  5. Engaging donors in new ways: Crowdfunding allows you to engage your supporters in new ways, educating them about the projects you’re working on and helping you raise awareness of your cause with their networks. Some donors prefer to donate to a new crowdfunding campaign each month, rather than signing up to become a regular donor.

Raising funds for a bigger project?

If you have any questions about or crowdfunding in general, or are looking to crowdfund a bigger project, please get in touch with [email protected] to schedule a free 30-minute mentoring session. We are happy to answer any questions and provide free advice on how to develop a tailored campaign and promotion strategy for bigger projects.

More tips:

The Full Crowdfunding Guide

Crowdfunding Case Studies and Deep Dives


All the best of luck with your first Campaign!


Thank you!

A huge thank you to Samantha from Maneki Neko Cat Rescue and Saskia from Forever Friends Animal Rescue for sharing your crowdfunding know-how and tips with us which will help to save more animals across the world.

You can find out more about these two amazing causes in the links below. If you found this crowdfunding guide helpful, consider making a small donation to one of their campaigns:


Forever Friends Animal Rescue


“To be honest, it’s the easiest fundraising we’ve ever done. When I think back of the times where we just did Trivia Nights, Bake Sales or Raffles, there’s so much background work and so much admin and people involved. With crowdfunding, there’s only 3 of us setting this up, especially with the design templates we’ve got, its quick and easy. It doesn’t take long to create the Chuffed link in terms of effort and volunteer hours, and it’s literally just getting it up on Facebook and in our Newsletter and sit back and watch the dollars come in – it’s a dream”

– Saskia from Forever Friends Animal Rescue


Maneki Neko Cat Rescue


What we found with Crowdfunding is that it brings people out that want to feel like they contributed to something specific, eg. helping Fluffy who needs surgery. They really want that connection with the animal. We find that as soon as we put up a new page for an animal that needs surgery, many of the same people donate. We’d love them to do a regular monthly donation instead, but they prefer to donate this way, where they have a clear understanding of how the funds will be spent. We use Chuffed wherever we have a situation that provides us the opportunity to tell a great story and get people along for the journey”

Samantha from Maneki Neko Cat Rescue

Photo Credit

We’d also like to thank K9Kate Pet Photography ( as well as The Animal Protection Society of Western Australia and CJ Animal Rescue for providing us with the amazing pictures used in on the front page of this document and to Hunter Animal Rescue for the banner image.


Marlies Kimpe is’s growth manager and cares a huge deal about animals. She used to work for PetRescue  in Australia before moving to the UK where she is currently a volunteer foster carer at Cats Protection. If you have any feedback or suggestions to make this guide even better, please contact her at [email protected].