This interview series with our #Nonprofit Service Provider Classifieds advertisers aims to unveil the stories and motivations behind those who specialise in uplifting and guiding the nonprofit community.

In this interview, we get to know Kirstyn Liang, founder of ShopDonation SA.

Tell us about yourself and your company/consulting services.

My name is Kirstyn Liang. I was born and raised in Cape Town, South Africa. I started ShopDonation in South Africa around 2022. It is a franchise of the Dutch version run by my partner. ShopDonation is an online platform that allows shoppers to support nonprofits and causes through their regular online purchases.

We have more than 100 causes and about 120 shops on ShopDonation, including both international and local brands. Our philosophy is to leverage technology to redistribute commercial profits to the nonprofit sector.

How do you help nonprofit clients accomplish their missions more effectively?

Shop Donation helps nonprofits by providing an additional funding stream that doesn't require any financial investment from them or their supporters. We do this through affiliate marketing, where a percentage of a shopper's spend becomes a donation to their chosen cause, at no extra cost to the shopper.

We also provide marketing support to help nonprofits promote ShopDonation to their networks. This includes ready-to-use promotional materials, social media content, and email templates. We have a 'Cause of the Month' feature that gives extra exposure to selected nonprofits.

Additionally, we're working on expanding internationally, which will allow South African nonprofits to receive funding from supporters in other countries, broadening their potential donor base. So you can register your cause on any ShopDonation platform worldwide.

So, how does ShopDonation work?

ShopDonation is quite simple to use.

First, a user visits our website, which in South Africa is shopdonation.co.za. They start by selecting an organisation or cause they want to support. This could be a registered nonprofit, a foundation, a crowdfunding initiative, a school, an arts and culture project, a sports club - really, any community or individual with a fundraising cause.

Once they've chosen their cause, they simply click through to the online shop where they were planning to make a purchase anyway. We partner with various retailers around the world.

The user is then redirected to the retailer's website, where they make their purchase exactly as they normally would. The prices and process are identical to going directly to the retailer's site.

The key difference is that because they clicked through ShopDonation first, a percentage of their spend amount becomes a donation that we pass on to their selected cause. And here's the beautiful part - this donation comes from the retailer's profit margin, not as an extra cost to the shopper.

This system works through affiliate marketing partnerships we've set up with the retailers. Essentially, it allows shoppers to support causes they care about without spending any extra money. We're redirecting a portion of the retailer's profit to the nonprofit sector.

So it's a win-win situation. The shopper gets to support a cause they care about, the retailer gets a sale they might not have otherwise, and the nonprofit receives a donation - all at no extra cost to anyone.

What inspired you to focus your career on the nonprofit sector?

I saw an opportunity to bring innovation to the South African nonprofit sector, especially after the pandemic forced many people to shop online. Despite South Africa lagging behind in e-commerce compared to other countries, I believe in the potential of our market, particularly with our large youth population who are more digitally inclined.

I also have a strong belief in Africa's future and didn't want to discard South Africa's potential. Being South African myself, I felt a responsibility to engage with and improve our market.

What do you find most rewarding about working with nonprofits?

I love the hope and positivity I encounter in the nonprofit sector. After experiencing some disillusionment with traditional volunteering during my university years, engaging with nonprofit leaders has rekindled my hope. These are people who are actively creating change.

It's inspiring to see individuals empowering themselves to make a difference, whether it's changing someone's life, a community, or creating a shift that wasn't there before. Being involved in this sector has helped me focus on more positive energy and solution-based thinking, which I find really rewarding.

Can you share an example of a nonprofit client you're especially proud to have worked with and why?

One partnership I'm particularly proud of is with BackaBuddy. It was a great launch that opened us up to a whole new pool of people in the crowdfunding space. Many people have joined Shop Donation through BackaBuddy, which has been really beneficial. The people behind BackaBuddy are fantastic to work with, and their enthusiasm for our system has been really encouraging. 

What are some of the biggest challenges you've faced in this sector? How have you overcome them?

One of the main challenges has been the slow pace of decision-making in the nonprofit sector. For instance, the decision to join ShopDonation, which is a simple sign-up process, can sometimes take months due to the need for board approvals or other priorities taking precedence.

I've learned to be patient and understand that this is just how the sector operates. I've accepted that everything takes time, and we're prepared for that. It's not about individuals hindering the process, but rather the nature of how nonprofits function.

Another challenge has been being a pioneer of this system in South Africa. There's been a learning curve involved, requiring a lot of explanation, reassurance, and trust-building. However, I see this as both a challenge and an opportunity, as people are excited to see innovation in this space once they understand the concept.

How do you see the nonprofit sector evolving in the next 5-10 years? How are you preparing for those changes?

I believe the nonprofit sector will increasingly adopt digital technologies, not just for operations but also for finding opportunities and accessing information globally. With ShopDonation, we're preparing for this by aiming to be present in all countries where online shopping is possible.

This international presence will allow nonprofits to receive funding from supporters in other countries, which was previously difficult. For example, if a project in South Africa has volunteers from the US or Europe, they can continue to support the project through their online shopping even after returning home. This can create longer-lasting relationships between international volunteers and local projects.

What do you wish more people understood about working with nonprofits?

I wish more people understood the potential of leveraging technology and international connections in the nonprofit sector. With ShopDonation, we're trying to show how nonprofits can tap into funding sources that weren't previously accessible, like receiving donations from international supporters through their regular online shopping.

I also wish people understood that supporting nonprofits doesn't always have to involve direct financial contributions. With models like ShopDonation, people can support causes through actions they're already taking, like online shopping, without any additional cost to themselves.

The nonprofit space is a challenging one to work in, whether you are nonprofit staff or a service provider. What do you do to take care of yourself?

To take care of myself, I make sure to step away from the screen and engage with the physical world. Going for walks, being outside, and spending time in nature is really important for me. It helps me feel grounded and gain perspective.

Exercise is also key, especially since we spend so much time sitting. Being in nature, looking out at the trees and the birds, reminds me that everyone is doing their job and trying their best, which helps bring everything into perspective after a challenging day.

What do you think sets your company or your services apart in the nonprofit services sector?

What sets ShopDonation apart is that it's completely free for both nonprofits and supporters to use. Many people want to give but don't have the financial means to make direct donations. ShopDonation allows people to support causes through purchases they were already planning to make.

For nonprofits hesitant to try it, there's really nothing to lose. We don't store any sensitive data, and organisations can even use dummy characters instead of bank details when signing up if they're uncomfortable with sharing those details. We encourage nonprofits to test it out themselves with a small purchase before promoting it to their audience.

The fact that there's no upfront cost or ongoing fees for nonprofits, combined with the ease of getting started, makes ShopDonation a low-risk, potentially high-reward option for nonprofits looking to diversify their funding sources.

• Visit ShopDonation's website