Rainbows and Smiles

What Rainbows and Smiles does

Rainbows and Smiles (registered as NPO 085-832-NPO) is a South African non-profit charitable foundation founded in 2009 by Bonita Suckling following her son Jed Brady Suckling's battle with Anaplastic Astrocytoma. The organization provides emotional, social, and financial support to children diagnosed with cancer or life-threatening illnesses and their families, including toys and gifts, hospital activity and craft days, counselling, household expense vouchers, medical expense assistance, transport to treatment centers, facility upgrades at oncology centres, and funeral expense support. It also promotes the Gold Ribbon as the symbol for childhood cancer awareness in South Africa, where almost 1,000 children are diagnosed annually with estimates of closer to 3,000 actual cases due to underreporting, and survival rates can exceed 80% with early detection.

The organization's revenue model is donation- and event-driven, comprising individual and corporate donations, sporting-event fundraising (marathons, golf days, swimming and cycling events), branded merchandise sales (apparel priced R75-R350), affiliate commissions through the ShopDonation platform, and crowdfunding via BackaBuddy. Pricing is transaction-based across donations (R20-R300 suggested levels), merchandise unit sales, and event entry fees (R350 per runner, R400 per swimmer, R4,800 per 4-ball team). Distribution is digital-direct through a WooCommerce-on-WordPress e-commerce storefront and event-based field fundraising, with no physical retail storefronts. Operations span four South African cities (Johannesburg, Pretoria, Pietermaritzburg, Durban) across two provinces (Gauteng and KwaZulu-Natal), supported by a small team of 1-10 staff plus volunteers under Director Nadia Lewis.

The go-to-market centers on community engagement through a volunteer network branded as the Bee Team, corporate sponsorships (Dis-Chem Pharmacies, Old Mutual, Marriott Investment Managers, DHL, Legacy Family Wealth), and strategic partnerships with healthcare organizations (SANBS, SABMR, Cancer Buddies, DKMS, Kids Kicking Cancer, PatchSA). Marketing relies on organic social media (Facebook, Instagram, LinkedIn), content marketing via blog content on childhood cancer, and event marketing, with the Community Service Biscuit Project (launched 2018) serving as both awareness and school-based community service hour program.

Name

Rainbows and Smiles

Legal name

Rainbows & Smiles (085-832-NPO)

Website

https://rainbowsandsmiles-sa.org.za

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Rainbows and Smiles is a South African non-profit (NPO 085-832-NPO) founded in 2009 that provides emotional, social, and financial support to children with cancer and their families across Johannesburg, Pretoria, Pietermaritzburg and Durban, funded by donations, corporate sponsorships, sporting-event fundraising, and branded merchandise sales.

Ownership category

akta.pro rank

Product category

Childhood Cancer Support Services

NAICS

Other Individual and Family Services (624190), Child and Youth Services (624110), Child and Youth Services (62411)

SIC

Services-Social Services (8300)

akta.pro primary industry

Rare Disease & Special Needs Support Organizations (BPAGACAM)

Keywords

• Childhood cancer support
• Nonprofit charitable services
• Pediatric oncology support
• Community fundraising events
• Cancer awareness advocacy

Headquarters

HQ city

Bryanston

HQ country

South Africa

HQ region

Africa

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: Primary revenue stream from individual donations, corporate donations, and fundraising events including sporting events (marathons, golf days, swimming events). Also accepts CSI/broad-based black economic empowerment donations.
2. Merchandise Sales: Sale of branded merchandise including buffs, trucker caps, swim caps, swimmers bags, sublimated shorts, custom socks, and virtual golden ribbons.
3. ShopDonation Platform: Percentage of online shopping commissions donated through ShopDonation partner platform when supporters shop at affiliated online stores.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Rainbows and Smiles is a registered South African non-profit organization that provides direct emotional, social and financial support to children diagnosed with cancer or life-threatening illnesses and their families. Core offerings include delivery of toys and gifts, hospital activity and craft days, counselling, household expense vouchers, medical expense assistance, transport to treatment centres, oncology facility upgrades, and funeral expense support for bereaved families. The organization also sells branded awareness merchandise, accepts donations, and runs community fundraising events (golf days, marathons, swimming and cycling events) to fund its programs and promote childhood cancer awareness through the Gold Ribbon symbol.

Product overview

Rainbows and Smiles operates as a non-profit charitable foundation with an e-commerce store selling branded merchandise, donation products, and community programs. The product portfolio includes: apparel items (buffs, caps, shorts, swim caps, socks) priced between R75-R350, donation products (general donations, Shelby-themed donations) ranging from R20-R300, and the Community Service Biscuit Project for educational/community engagement. The organization hosts various fundraising events including golf days, running events (Comrades Marathon, Run for a Reason), swimming events (Midmar Mile, Swim for a Cause), and cycling events (947 Ride Joburg, Amashova). Virtual Golden Ribbon provides downloadable awareness content for social media sharing. The e-commerce platform is powered by WooCommerce on WordPress.

Differentiator

Problem solved

Functional benefit

Brands

• Bee Team: The organization's volunteer team of fundraisers who participate in sporting events like running, cycling, and swimming to raise awareness and funds for childhood cancer.
• Two Oceans Team

Products and services

• Virtual Golden Ribbon A downloadable virtual golden ribbon video that supporters can share on WhatsApp Status and social media to raise awareness for childhood cancer. Sold for R20.
• Rainbows & Smiles Buff A versatile buff/headwear item branded with Rainbows & Smiles messaging. Sold for R75.
• R&S Trucker Cap A branded trucker cap with Rainbows & Smiles logo. One size fits all. Sold for R150.
• R&S Male Sublimated Shorts Performance sublimated shorts with double-layered vented fabric, available in sizes from 5-6 up to 6XL. Sold for R350.
• R&S Mesh Swimmers Bag A mesh bag designed for swimmers to carry gear. Sold for R160.
• Rainbows & Smiles Spurt Swim Cap A 100% non-allergenic, non-toxic silicone swim cap with highly elastic texture and embossed inside for comfort. One size fits all. Sold for R100.
• Versus Custom Socks Custom performance active socks designed for cycling, running, gym, tennis, golf and other sports. Available in sizes 4-7 and 8-12. Sold for R200.
• Donate Online General cash donation option priced at R100, with proceeds supporting food, medical supplies, and necessities for children with cancer and their families.
• Shelby Financial Year End Donation A donation product tied to Shelby the snail mascot, designed to help supporters spend their CSI budget and assist with B-BBEE score. Sold for R100.
• Shelby Donation A donation product supporting Shelby's fundraising initiatives. Sold for R300.
• Community Service Biscuit Project An interactive community service project launched in 2018 where learners earn community service hours by baking, decorating, packaging and selling biscuits to raise funds for children with cancer. Each box accounts for 4 hours of community service.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor and core.

• Soul Food AfricaminorOthersPartner organization supporting childhood cancer initiatives
• Care for EducationminorOthersPartner organization supporting education and awareness initiatives
• Dis-Chem PharmaciescoreGTM or Marketing PartnerCorporate sponsor providing pharmacy support and donations; featured as main partner on website homepage
• DHLminorOthersCorporate sponsor providing logistics support
• Run Zone ACminorGTM or Marketing PartnerPartner for running/cycling events supporting childhood cancer awareness
• Life Behind BarsminorGTM or Marketing PartnerPartner for motorcycle charity events supporting the cause
• Chapter2 AgencyminorOthersAgency partner providing support services
• South African National Blood Service (SANBS)coreStrategic or Co-development PartnerEssential service provider for blood and blood products; rated amongst the best in the world; collaborates on blood drives and awareness
• Cancer BuddiescoreStrategic or Co-development PartnerBuddy support network where cancer patients can interact with and receive advice from cancer survivors
• South African Bone Marrow Registry (SABMR)coreStrategic or Co-development PartnerAccredited member of World Marrow Donor Association dedicated to helping patients find bone marrow matches
• DKMSminorStrategic or Co-development PartnerInternational nonprofit organization dedicated to the fight against blood cancer and blood disorders
• Kids Kicking CancerminorStrategic or Co-development PartnerInitiative providing martial arts classes to children with cancer at public hospitals in South Africa
• PatchSA (Palliative Care for Children South Africa)minorStrategic or Co-development PartnerNational charity sharing specialized knowledge, tools and resources for children with life-threatening illnesses
• ShopDonationcoreGTM or Marketing PartnerPlatform partner enabling structural donations through affiliated online stores; percentage of purchases donated to the organization

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Cancer Association of South Africa (CANSA): Largest cancer-focused nonprofit in South Africa covering all cancer types and age groups. Operates a wider portfolio (screening, education, research, advocacy, care centers) and competes for the same corporate CSI and individual donor rand as Rainbows and Smiles.
• World Child Cancer: UK-headquartered international nonprofit improving pediatric cancer diagnosis, treatment, and care in low- and middle-income countries, including partnerships in Africa. Comparable mission and a potential international-funder or twinning-partner channel for Rainbows and Smiles.
• St. Jude Children's Research Hospital (ALSAC): The world's largest pediatric cancer research and treatment institution and a global benchmark for childhood cancer nonprofit fundraising models. Comparable in cause focus but operates at a vastly larger scale than Rainbows and Smiles.
• Childhood Cancer International: Global umbrella network of childhood cancer organizations with member organizations in over 90 countries. Relevant as a potential affiliation, benchmarking body, and international grant channel for Rainbows and Smiles' mission.

Direct peers

• CHOC Childhood Cancer Foundation South Africa: South African nonprofit supporting children with cancer and their families across the country; offers similar emotional, practical, and financial support services and operates parent/accommodation houses near treatment centers. Most direct comparable to Rainbows and Smiles in mission, geography, and beneficiary base.
• Little Fighters Cancer Trust: South African NPO providing emotional, practical, and financial support to children with cancer and their families nationwide. Directly comparable in mission, beneficiary segment, and reliance on donations and community fundraising.

Regional players

• American Childhood Cancer Organization: US-based nonprofit advocating for childhood cancer awareness, research, and family support. Comparable mission and family-support orientation, but operates in a different geography and serves a different healthcare system.

Emerging players

• Kids Kicking Cancer South Africa: South African chapter of an international initiative delivering martial arts classes to children with cancer at public hospitals. Listed as a Rainbows and Smiles partner; comparable in psychosocial pediatric oncology support but narrower activity scope.
• Cancer Buddies: South African nonprofit connecting cancer patients with survivor buddies for one-on-one peer support. Listed as a Rainbows and Smiles strategic partner; comparable in emotional-support focus but narrower in scope (no financial aid or pediatric specialization).
• Reach for Recovery South Africa: South African volunteer-based support organization for people affected by breast cancer; comparable in psychosocial-support and volunteer-led model, though focused on adult breast cancer rather than pediatric oncology.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks2 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/rainbowsandsmiles
• LinkedInlinkedin.com/company/rainbowsandsmiles
• Instagraminstagram.com/rainbowsandsmilesfoundation?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rainbows and Smiles