A diagnosis of blood cancer or a severe blood disorder in South Africa is often accompanied by a stark reality: the odds of finding a matching stem cell donor are low, especially for Black, Coloured, Indian and Asian patients.
While stem cell transplants can treat several diseases – including leukaemia, aplastic anaemia, thalassemia and sickle cell disease – only 223 151 people in South Africa are registered nationally as potential donors (0.038%), with 65% registered with DKMS. This underrepresentation has historically limited access to life-saving treatment for many patients.
Context and rationale
The DKMS Group, a global nonprofit operating in seven countries across five continents, has sought to address this gap. DKMS Africa, with offices in Cape Town, Gauteng and KwaZulu-Natal – and a national footprint of passionate volunteers – has focused on recruiting a more diverse pool of stem cell donors.
The rationale is straightforward: patients of African descent have only a 19% likelihood of finding an 8/8 unrelated match, compared to a 75% chance for Caucasian/European patients. Increasing the ethnic diversity of the registry is not just a matter of equity, but a clinical necessity.
Recruitment and registry growth
By September 2025, DKMS Africa had registered over 140 000 donors, with more than 47 000 joining in 2024 and over 36 000 in 2025 alone. The registry’s demographic profile has shifted: 57% of donors are now from ethnic backgrounds, including 40% Black, 10% Coloured and 7% Asian. This diversification is significant, as it directly enhances the likelihood of finding matches for patients who were previously underserved.
Recruitment strategies have included both digital and in-person approaches. Online patient appeals, targeted ads and educational content on platforms such as Facebook, Platform X (formerly Twitter), Instagram, TikTok, LinkedIn, Threads and the DKMS Africa website have expanded outreach. In 2024, the total number of followers across all platforms reached 136 624, increasing to 156 884 by 2025. Online engagement resulted in 28 438 swab kit requests in 2024 and 14 191 to date in 2025.
Patient stories have proven particularly effective: the appeal of 21-year-old Zachary, a student at Nelson Mandela University diagnosed with aplastic anaemia, resulted in over 6 400 registrations.
Offline, DKMS Africa teams and volunteers have conducted donor drives at schools, universities, companies, wellness days and expos, registering nearly 29 000 people in 2024 and over 21 000 in 2025. The volunteer network has expanded from 127 to 160 members between 2024 and 2025, establishing a national footprint that ensures even the most remote communities are included. Volunteers have been instrumental in expanding the organisation’s reach, particularly in satellite cities where DKMS Africa does not have a physical presence.
Partnerships and public engagement
Partnerships have been leveraged to extend reach. Notably, sports figures such as Seabelo Senatla (rugby) and Temba Bavuma (cricket) have acted as ambassadors, with their involvement featured on platforms reaching millions. Bavuma’s online platforms alone contributed 692 donor registrations.
Media partnerships have resulted in regular features on national broadcasters and major outlets, including ENCA, Forbes Global, Cape Town Etc, Loftus FM and KFM. DKMS Africa’s communications strategy includes robust monthly storytelling and ongoing engagement with a wide range of journalists, contributing to its recognition at the Marketing Achievement Awards for resourceful resilience and patient appeals.
The organisation’s reach, measured in media mentions and circulation, has grown substantially: over 588 billion in 2024 and 391 billion from January 2025 to date. The advertising value estimate (AVE) for 2024 was R13 071 998, spanning 626 media units, with 2025 figures already at R12 757 874 and 586 media units.
Overcoming operational challenges
Despite these achievements, DKMS Africa continues to face ongoing operational challenges. Swab kit returns remain difficult, as some registered donors miss communications from couriers. The organisation is working to enhance the capacity of service providers to ensure timely returns.
Volunteer capacity remains a constraint; although the network has grown, more volunteers are needed to support awareness initiatives in additional parts of South Africa. It’s important to note, however, that DKMS’s volunteer programme is a work-readiness programme and some volunteers have been successfully absorbed into the organisation as employees.
A 2025 DKMS report notes that increased demand from individuals wanting to participate and register has outpaced current capacity, particularly as awareness and education initiatives have gained traction.
Impact: Patient and donor experiences
The impact of DKMS Africa’s work is best understood through the lived experiences of patients and donors.
Avukile’s story
One example is seven-year-old Avukile from KwaZulu-Natal. After being diagnosed with Acute Lymphoblastic Leukaemia, Avukile’s journey was marked by uncertainty and setbacks, including the disappointment when his first donor was unable to proceed.
In February 2025, a new donor was found and Avukile received his transplant. His mother, Thobile, describes the ordeal as frightening and isolating, but ultimately transformative:
“I was scared then; I am still scared even now,” she recalls. “I do not know why this started, or how we survived. I sat in the hospital and saw other mothers suffer when their kids, who were in the same position, passed away. I was lucky to be supported and receive the necessary help.
“To the donor – the Lord must bless them and their family. May their wishes be granted. They must further encourage others to donate, show others how impactful it is to help patients like my son. We would like to thank the donor for saving our son. To mothers who are going through what I have gone through, they must not lose hope. Only God knows why. I would like to point out that they must follow through with hospitals, and they must be patient. They must also ask for help when they feel overwhelmed. The journey overall is not easy; it can break anyone.”
Mayuran’s story
Donors’ experiences also illustrate the complexity and significance of the registry. Mayuran, a 32-year-old quality assurance officer from Johannesburg, registered as a donor in 2022 and was matched with a patient two years later. He describes the process as “the most rewarding experience of my life”, and has since joined DKMS Africa as a quality coordinator. His account highlights both the personal and systemic dimensions of donor recruitment:
“When requesting my swab kit, all I had been focused on was being able to potentially give someone a second chance at life…If I had to do it again, I wouldn’t think twice,” he says.
Dr Andrew Ross’s story
The experience of Dr Andrew Ross, a Durban-based physician diagnosed with high-risk Myelodysplastic Syndrome, further underscores what is at stake.
After years of treating patients, Dr Ross himself needed a transplant. A suitable donor was found in August 2024, and he received his transplant soon after. Since then, Dr Ross has become an advocate for donor registration, reflecting a broader trend: patients who survive often become vocal supporters of the cause, using their experiences to encourage others to register.
Other success stories
Other patient stories, such as that of Baby Leo from the Western Cape, who was diagnosed with MECOM-Associated Syndrome and matched with a donor within a short period, demonstrate the potential for rapid, positive outcomes when the registry is sufficiently robust.
DKMS’s report notes that four more patients reached their 100-day milestones in 2025, with their stories to be shared in future communications.
Key milestones and recognition
DKMS Africa’s share of the South African registry now stands at 65% of 223 151 registered stem cell donors. In October, the organisation was 24.1% above its 2025 recruitment target.
Volunteer capacity has been a key driver of this growth, with 160 volunteers now active nationwide. The organisation has also been recognised for its marketing and communications efforts, winning an Excellence in Resourceful Marketing award at the inaugural Marketing Achievement Awards, where it competed against legacy brands.
Lessons and limitations
DKMS Africa’s approach combines data-driven recruitment, strategic partnerships and patient-centred storytelling. The organisation’s impact is evident in both the numbers and narratives: more donors, greater diversity and tangible outcomes for patients and families. However, the case of DKMS Africa also highlights the ongoing challenges of establishing an inclusive registry in a context characterised by historical inequities and logistical constraints.
The need for greater representation persists and the absolute number of donors remains small relative to the population. The organisation’s reliance on both digital and offline strategies reflects the realities of South Africa’s diverse and unequal landscape, where access to technology and healthcare varies widely.
DKMS Africa’s experience offers valuable lessons for other organisations hoping to build inclusive health registries in low- and middle-income countries. Success depends not only on recruitment targets, but on sustained engagement with communities, strategic partnerships and the ability to adapt to operational challenges.
The stories of patients and donors underscore the human stakes of this work: behind every statistic is a life transformed and behind every challenge is an opportunity for innovation and meaningful impact.
Palesa Mokomele
Head of Community Engagement and Communications
