Interview by Gordon Glyn-Jones | For the SA Gamechangers series
As the CEO of Africa’s leading rewards-based crowdfunding platform, Thundafund, Erica Schofield is helping everyday people make extraordinary things happen. From creative ventures to small business launches, she’s passionate about turning potential into momentum—and bringing people along for the ride.
A Crowdfunded Life
You’ve worked in science, tech, the arts, and now run a crowdfunding platform. What connects it all?
At heart, I’m driven by curiosity and possibility. Whether scripting plays, launching startups or managing film festivals, I’ve always been interested in how people can take a spark of an idea and bring it to life. Crowdfunding, for me, is the sweet spot, it combines creativity, community, and purpose. It’s the most democratic form of investment I’ve seen. No gatekeepers. If you’ve got a solid idea and can activate your network, you can move mountains.
You have a close to 90% crowdfunding success rate. What’s the secret?
Understanding the crowd. Too many people treat crowdfunding like a donation drive. It’s not. It’s about inviting people into a story they want to be part of, giving them a reason to say, “I helped make that happen.” That takes clarity, strategy, and authenticity. When I work with project creators, we get clear on why their idea matters and how to invite people to join a journey. It’s a blend of digital strategy and human connection.
And how did you get involved in this world?
By accident and then by design. My first crowdfund was actually to join a small business – an organic cafe. My ask for funding worked, and I realised the power of the crowd. Later, I started helping others; first artists, then entrepreneurs, NGOs, and even climate innovators. During the Covid-19 pandemic, when people were seeking alternatives to traditional funding, I formalised my work into a coaching offer called Circalyst. (Ironically, a large portion of my work was with Thundafund Gambia). Now, at Thundafund, I get to support this work at scale.
Being in Charge
What’s it like being a woman leading a tech platform?
It’s a strange mix of thrilling and lonely. You often hear about the loneliness of small business leadership. There have been a few times in my life when people said ‘oh if you knew how hard this responsibility was, you really wouldn’t want it’ – I think young women hear that quite often en route… Now, being in that position – Yes! It’s absolutely hard! We’re pivoting the company on a sliver of an idea I had – so we may indeed hit some very hard brick walls! But, I’m glad I’m here – it’s the right kind of hard. And, what also helps, is Thundafund being a social enterprise – Being open even ‘just one more day’ is worth it, so that makes building toward a future of many days feel very worthwhile.
Thundafund had a pan-African reach for over a decade— you say you’re shifting the focus mainly on South Africa now?
We’ve worked with changemakers across the continent for 12 years, and it’s been incredible. Now we’re building something new. (Watch this space) South Africa is where the platform launched, and where we see the clearest opportunity to innovate, so this is where the building ground will be.
The Power of Small Ideas
Thundafund focuses on small to medium businesses and creatives. Why this niche?
Because that’s where innovation lives. These are the people with survival hustles, side hustles, garage prototypes, scripts, and sketches, ideas that can shift things locally and globally. They just need a first backer, a little lift. Crowdfunding isn’t just about raising money, it’s about proving demand, building communities, and learning how to ask. We see ourselves not as gatekeepers, but as enablers.
What kind of projects excite you most?
The ones that don’t fit neatly into a box. A seamstress in Gqeberha starting a sewing co-op. A theatre maker in Nairobi turning local legends into audio plays. A South African brand bringing climate-smart tech to rural farmers. It’s not about perfection, it’s about people with grit and ideas willing to show up and ask for support.
What’s the biggest misconception people have about crowdfunding?
That “if I build it, they will come.” They won’t, unless you invite them. You have to make noise. Ask for help. Be seen. That can feel scary, but it’s also empowering. Crowdfunding builds more than a business, it builds confidence, community, and capacity.
And what does success look like?
A successful crowdfund isn’t just about hitting a financial target. It’s about learning how to activate your community, testing your offer in the real world, and walking away with more confidence and connections than you started with.
Unlocking the Opportunity
Thundafund has an incredible small business opportunity that’s about to end… Tell us more.
We’ve had an incredible partnership with Standard Bank running for a few years, and there is a final chance for qualifying small businesses to still take advantage of it if they are able to crowdfund with us before June 2025. It’s open to youth, female-owned or township/rural based businesses.
Qualifying businesses, with Standard Bank business banking accounts, who successfully raise between R3,000 to R50,000 on Thundafund can have this amount Match Funded by the programme with Standard Bank. The way I love to look at it is, the entrepreneur makes R50,000 of sales through their campaign on Thundafund and they can receive an additional R50,000. There are, of course, T’s and C’s and fees – but it truly is an amazing opportunity from Standard Bank South Africa.
How can people apply?
Businesses can apply to join the programme using this link. They will also need to register on Thundafund and begin working on creating a crowdfunding campaign (our team will help once you hit that ‘Submit’ button). When their campaign goes live, and on approval of inclusion in the programme, they then need to sell, sell, sell! To view the full details, they can visit Thunda Fund.
From Tech to Theatre to Thundafund
Your background’s pretty diverse: molecular biology, tech, acting, restaurants… does it all come into play now?
Completely. It means I can speak “science” and “startup” and “stage” all in the same meeting. My strength is in weaving worlds together, whether it’s helping a ceramicist think about digital storytelling, or a fintech founder tap into human emotion. That mix is what crowdfunding is built on, logic meets magic.
What drives you, ultimately?
I believe in giving people a chance. I’ve seen what happens when someone gets their first backer, or their idea finally feels real. It changes them. I want to be part of that spark. And if we can do it while having some fun and being a bit bold along the way, even better.
And what does success look like?
A successful crowdfund ultimately is never about hitting that financial target. It’s real value lies in learning how to activate your community, testing your offer in the real world, and walking away with greater confidence and deep connections that will assist you over months and years to come.
The Crowdfunding Book
You’ve just released a book. Tell us about it.
Yes! It’s called Crowdfunding for Non-profits (A guide to activating your support networks) co-authored with renowned fundraiser Jill Ritchie. It’s specifically designed to support the non-profit sector in South Africa who are having a pretty rough time at the moment in terms of funding, and yet are such a backbone within South African
It’s available now here, with a global version coming later this year.
“Leadership is holding the blueprint for a three-storey building in your head, while showing up each day to lay out the ground floor, brick by brick.” – Erica Schofield.
