Storytelling and support, as simple as soccer

Storytelling is one of the most powerful tools we have to rally people around a cause.

I was reminded of this through the work of a speaker and friend from Toronto, Sam Demma. He’s currently on an incredible journey across Kenya with four friends, spreading messages of hope and kindness at local schools and conferences.

A story that got my attention was shared on the 19th day of this 30-day speaking tour. Sam and his team visited Cheptenye High School, where they were greeted by the sight of students playing European football in the schoolyard. Seeing this, Sam asked the principal if he could join in. Minutes later, he was out on the field, running alongside the students, united by a shared love for the sport.

After the game, a student named Peter pulled Sam aside and told him how football was his entire life, the one thing he looked forward to each day. But there was a catch—most of the athletes on the team, including Peter, couldn’t afford soccer cleats, which is why they played barefoot. Peter asked Sam if he could buy him a pair of shoes.

Sam’s immediate thought was that he wanted to do more. What if, he wondered, they could surprise the entire school team—all 30 athletes—with new soccer cleats, gear, and training equipment?

Sam quickly set up a GoFundMe campaign and shared it on Instagram, with the help of others on the trip, like Ziyaan Virji from Leaders of Today.

They leveraged social media to share videos and live updates on Instagram Stories (at all hours) to get support from individuals — including a big donation from Dan Martell.

Their goal was $3,000. But in just a few days, they raised $13,000.

With this additional funding, they’ve expanded their support to include other philanthropy projects beyond soccer.

When I heard about this I reached out right away to see how my nonprofit, ACCESS, could support with education-related needs (As a high school student myself, I started this organization to educate and empower youth in developing countries). With their connections to local organizations and his on-the-ground work with youth, I saw an opportunity to make an impact.

Sometimes, all you need to get started is alignment, a simple conversation and a drive to act — and in this case, Instagram DMs and a WhatsApp call.

They are currently continuing their journey through Kenya.

What are the lessons here?

1. Leverage your following for fundraising. Your story and your network are powerful tools. You have a personal brand, whether it’s currently tied to a cause or business or not. Don’t underestimate the impact you can have by simply sharing your mission.

2. Be an advocate for a cause publicly. Don’t just support quietly—speak up, share it, and rally others to join you. Your passion and enthusiasm can inspire others to give back.

3. Leverage people, not brands. For nonprofit organizations especially, this can be a game-changer. People trust people. By sharing stories through individuals, rather than faceless organizations, you create stronger connections and inspire greater support. (That’s what happened here).

4. Creating community is crucial. Sam tapped into his existing community plus the following of friends like Ziyaan, and now, new communities and organizations overseas. Together, they accomplished more than any one of them could have alone.

5. There is strength in numbers, even when lean. You don’t need to have a massive organization or a big budget to make a difference. Sometimes, the most impactful projects start with just a few people and a simple idea.

The best approach can be to keep things simple and stay nimble.

Whether it's on the soccer field or in the world of philanthropy, the basics—like a good story—can be incredibly powerful. (And just like in soccer, it’s better when you play as a team).