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Jan 31, 2024Keywords:
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Crowdfunding for Cancer: Successes and Challenges of a Female Physician’s Organization in Nigeria
Abstract
Background: Crowdfunding is emerging as an innovative method of financing and has been applied in different settings in developed countries. However, this concept is largely unknown in developing countries. This paper documents the experiences of two crowdfunding campaigns for cancer by the Medical Women’s Association of Nigeria. The goal of the campaigns was to raise funds to support cancer patients.
Methods: The campaigns were designed as a hybrid model for crowdfunding, shared on online social media platforms via WhatsApp and the organization’s Facebook page. Personal messaging, print, and audiovisual media campaigns were also carried out. Intensive, repeated, and captivating motivational messaging was carried out and a cancer-branded and personalized T-shirt was perked for the donors.
Findings: The two campaigns raised over 11 million Naira (USD 30,898.9), which was used for further cancer screening activities, including donations to cancer patients seen via the routine and outreach cancer screening programs. A post-campaign online survey revealed that over 70% of donations came from close networks and over 90% of respondents were willing to donate to future campaigns. Key factors to success were mobilization of an early crowd of donors, frequent updates, repeated messaging and a strong online and social media presence. Short timing of the campaign and time needed post-campaign to fulfill promises were challenges. The campaign WhatsApp platform has remained a viable and vibrant online community actively engaged in fundraising for other women helping women projects.
Conclusions: This paper set out to describe and evaluate the crowdfunding campaigns by the Medical Women’s Association of Nigeria, Akwa Ibom State. The campaigns were successful, raising funds for Cancer Street Walk and funds to support the patients seen in the cancer screening clinics. With dwindling foreign aid for many programs in LMICs, the application of crowdfunding can provide a viable complementary source of income for projects.
