Crowdfunding Creates Diverse and Casual Designs for Happiness ~ Haruka Mera, CEO of READYFOR

Crowdfunding: where individuals propose projects, and many people who share their vision provide funding online to support their realization. Numerous services operate domestically and internationally, covering diverse areas like product development using new technologies, building hospitals and schools, and even film production. This time, we spoke with Haruka Mera, who launched "READYFOR," a pioneering crowdfunding site in Japan, while in her twenties.

(Interviewer: Yuzo Ono, Planning Promotion Department Manager, Dentsu Digital Inc.)

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Toward a country where everyone challenges themselves, supports others, and money circulates

──What led you to start "READYFOR," a pioneer in crowdfunding in Japan?

Mera: During my student days, I had the opportunity to meet Coach Hideki Arai, who led the Paralympic ski team. He told me that despite being a powerhouse team that had won the world championship multiple times, they faced severe financial difficulties compared to teams in other countries. This was before launching READYFOR, but deeply moved by his story, I created a fundraising site. Donations came in, and the team won two gold medals, achieving reasonable success. However, I felt that approach meant donations were essentially a one-time thing, and communication with supporters wasn't working well. I didn't donate out of pity at all; I was driven by the excitement I felt from the coach. Their ability to overcome obstacles and achieve results was dazzling. I empathized with their passion and dedication, and I wanted to support them. The challenge was how to create that feeling within the site. Later, while studying at Stanford University, I learned about crowdfunding, which was gaining traction in the US. I found hints for creating an environment where people could enjoy supporting causes, and after returning to Japan, I launched "READYFOR."

──Compared to other crowdfunding platforms, "READYFOR" has a stronger social contribution focus. For you personally, it seems the desire to capture passionate aspirations was stronger than a charity mindset.

Mera: Exactly. Our mission is to create a world where anyone can pursue their dreams. Supporting challengers is the core concept of our site. Through READYFOR, we envision Japan becoming a nation of challengers. With traditional donations, NPOs and NGOs raise funds to solve problems. We aim for something different: a societal system where diverse individuals take on challenges, everyone supports them, and money circulates.

──How does crowdfunding differ from traditional fundraising?

Mera: One difference is that, being online, it transcends physical limitations and reaches audiences previously inaccessible. Another is the ability to maintain ongoing relationships with supporters. You can directly see how your money is used and what results it produces—that tangible sense of connection is different.

──READYFOR launched in March 2011, coinciding with the Great East Japan Earthquake. What are your thoughts on disaster recovery?

Yoshi: Initially, we felt it would be presumptuous to launch disaster-related projects without understanding the situation on the ground. But around May, students from Miyagi University visited our office. They explained that local chaos was caused by issues like damaged volunteer lodging and broken streetlights, and that funding wasn't reaching these specific needs. They told us a platform like READYFOR was essential, so we opened up disaster-related initiatives. The energy of people rising from the depths of grief involving life and death is extraordinary. There's a strong sense of mission that they must do something, and many such entrepreneurs emerged locally. While the earthquake was a deeply tragic event, I believe that sense of crisis motivated many people to think, "I'm going to make this happen."

── Even with people holding that kind of resolve, in an era before crowdfunding existed, it might have been difficult to effectively materialize their efforts.

Mera: Exactly. Nowadays, the barriers to taking on challenges have lowered significantly. Honestly, the only real hurdle left is making excuses (laughs).

Projects become the nucleus, fostering communities that extend beyond mere financial support

──What are your criteria for reviewing projects?

Yoshi: We don't publish the criteria, but our stance is that anyone should be able to execute what they want to do. So, the content of the project itself isn't something we judge. That's something the supporters decide. We do look at the people and the content from the perspective of whether they can effectively utilize the funds, but fundamentally, we aim to support as many projects as possible.

──You mentioned that the relationship between supporters and project creators can continue. Do connections beyond financial support ever develop?

Yoshi: Yes, they do. For example, READYFOR hosts an annual gathering for project creators. We've heard stories where supporters ended up collaborating with creators on the project itself. Through READYFOR, relationships develop that go beyond just financial support.

──Is there a memorable episode that made you feel glad you were doing this?

Yoshi: There are many, but recently, there was the "Maggie's Center" project, which raised ¥22 million from 1,100 backers. It was a project to create a facility where people diagnosed with cancer could seek counseling for emotional care, launched by someone who had also been diagnosed and experienced that hardship. At the countdown party, 150 people, including supporters, gathered to witness that moment. What I envisioned as the ideal—a single person's step forward spreading to many, everyone becoming allies, and leading to realization—happened within just six months. Even with a strong desire to act, taking that first step is difficult. Yet, without action, society won't change. We're entering an era where people who take initiative, act, and solve various problems are the ones transforming society. Thinking about Japan's future, I hope this spirit of taking that first step spreads further, not just among young people but including the elderly as well.

──So it's about building a community around the project, right? That aspect is definitely a major strength you don't often see in street fundraising, for example. By the way, what happens to projects that unfortunately don't reach their funding goal?

Mera: If the goal isn't met, it ends there for the time being. However, on READYFOR, many people who failed to raise funds once try again. Usually, the same curator is assigned, so the curator also puts in extra effort. I believe it's very important to allow for failure and to encourage reattempts. That's the very concept behind READYFOR.