1K4Cancer Breaks the Silence: A Crowd-Funding Campaign by Sebeccly Cancer Care

Abstract

Amount raised: The 1K4Cancer campaign raised a total of $18,099. Background and context: Poverty, chronicity of spending, paying out-of-pocket for health care needs, and the prohibitive cost of cancer drugs are some of the reasons cancer patients don't start or complete treatment. Over 90% of Nigerian cancer patients pay for healthcare expenses out-of-pocket; putting a heavy strain on their finances and those of their caregivers. Sebeccly is a cancer charity that enables cancer care access to indigent cancer patients through several fundraising modalities, one of which is the 1K4Cancer. The campaign is a cancer drug fund and crowd fundraiser that appeals for a minimum donation worth $2.50. Launched in October 2012 (for 3 months), and relaunched in March 2018, 1K4Cancer provides treatment aid to breast cancer patients. Aim: To raise funds and provide access to cancer care to indigent breast cancer patients. Strategy/Tactics: The 1K4Cancer campaign reaches out to individuals/organizations by leveraging on social media, relationship management with donors and several 1K4Cancer ambassadors to engage networks to raise funds to support cancer treatment and screening services. This strategy has an online and offline component, with the offline driving the online component. Program process: The 1K4Cancer runs under 7 broad categories: Community events: Focus on advocacy and education on cancer prevention and early detection. Health talks and the 1K4Cancer appeal are delivered during community outreaches. Online community engagements: partnerships with online blogs and influencers to promote the campaign were secured. The social media community was engaged in heartwarming messages and call-to-action statements to support indigent cancer patients. Media partnership: partnerships with online and traditional media houses were secured. The 1K4Cancer message was published on several eminent blogs. Relationship management with donors: past and prospective donors were engaged to promote the campaign. 1K4Cancer remains transparent and accountable through an online monthly newsletter. Donation collection: donations were made through online bank transfer and Sebeccly's online donation platforms. Volunteers: recruitment of 1K4Cancer volunteers who helped to promote and create more awareness about the campaign offline. Partnerships with hospitals: the beneficiaries of the campaign receive cancer care at Lagos University Teaching Hospital, and Lagos State University Teaching Hospital. Costs and returns: $2715 has been spent on online adverts, branding materials, creatives, publications, administrative charges, and logistics. Total returns so far: $15,384. What was learned: Leveraging on goodwill, accountability, the Internet, and a compelling story are necessary ingredients to a crowd-funding campaign. The 1K4Cancer is an innovative crowd-funding campaign that relieves the financial burden of cancer patients and help achieve access to quality cancer care.