Donation-based crowdfunding can assist individuals, including women, who need funds. This study was conducted to identify campaigns on crowdfunding platforms that contribute directly to women. The content analysis approach was conducted by identifying campaigns for women through two donation-based crowdfunding platforms in Malaysia, namely KitaFund and JomDonate. Women-related campaigns were identified and screened for the purpose of theme analysis. A total of three themes were found namely ‘the fundraiser situation’, ‘Reason for assistance’ and ‘Type of assistance’. As for the ‘Fundraiser situation’, there were fundraisers who did not work, the family could not afford it and did not receive financial assistance. Meanwhile, the reason for assistance has four sub-themes namely ‘Disease’, ‘Education’, ‘Life’ and ‘Business Capital’. Types of assistance refer to assistance related to treatment, transportation, food, livelihood and education assistance. This study suggests that crowdfunding platforms produce compelling content to make it easier for donors to select the appropriate campaigns. At the same time, the content of the campaign needs to be reviewed by the platform to ensure that it is free of grammatical and spelling errors.
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