named programs · 6 · from sources
What they call their work
FanaFana
Free, self-guided, always-on CBT course delivered via WhatsApp to LGBTQI+ youth in South Africa, providing evidence-based mental health support.
GoalDigger
Paid WhatsApp-based service offering goal-setting and mental wellness support for LGBTQI+ youth, delivered through structured daily content.
HeartWork
Paid WhatsApp-based emotional wellness program using CBT-derived techniques to help users manage depression, anxiety, and stress.
Queerly Beloved
Daily WhatsApp devotional for LGBTQI+ Christians aged 18–35 in Southern Africa, integrating rigorous theology with CBT-derived mental health skills to address faith-related identity conflict.
SabiSabi
Free mental health support service for LGBTQI+ youth, delivered via WhatsApp; specific program focus not detailed but part of SameSame’s free service portfolio.
TakaTaka
CBT-based mental health program adapted for Shona and Ndebele speakers in Zimbabwe, delivered via WhatsApp to support LGBTQI+ youth in a culturally relevant way.
activities · 3 groups
What they do
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Youth Leadership Development Programs 1 activity
- Build program capacity through youth advisory panelsEstablishes youth advisory panels in Zimbabwe composed of local LGBTQI+ youth to guide and shape program development, ensuring cultural relevance and community ownership of mental health initiatives.
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Religious Media Production and Distribution 1 activity
- Produce affirming spiritual content for LGBTQI+ Christians in Southern AfricaProvides a daily WhatsApp devotional and produces identity-affirming spiritual content for LGBTQI+ Christians in Southern Africa, offering reflective messages with optional deeper engagement through reading, audio, or video to support faith and identity integration in hostile religious environments.
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Uncategorized 3 activities
- Conduct research on mental health outcomes among LGBTQI+ youthMeasures clinical outcomes such as reductions in self-stigma and depression severity among LGBTQI+ youth in Zimbabwe using standardized tools, and reports improvements including 85% of users showing better mental health scores and 45.7% achieving clinically significant improvement on the PHQ depression scale.
- Deliver AI-guided coaching programs via WhatsApp for personal development goalsOffers paid 30-day coaching programs via WhatsApp under the brands GoalDigger, HeartWork, and Queerly Beloved, supporting young people in achieving financial goals (e.g., starting or growing a side hustle, reaching savings targets) and recovering from breakups, using AI guidance, peer coaching, and real-time emotional support.
- Develop and deliver culturally adapted digital mental health programs for LGBTQI+ youthCreates and scales evidence-based, culturally relevant mental health interventions using Cognitive Behavioral Therapy (CBT) delivered via WhatsApp, targeting LGBTQI+ youth in regions where being LGBTQI+ is stigmatized or illegal, including Zimbabwe, Nigeria, and South Africa. Programs include structured 30-day recovery courses addressing depression, anxiety, stress, and internalized or external homophobia and transphobia.
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financials · form 990 · fy2025
revenue
Total revenue$133K
Contributions & grants$128K96%
Program service revenue$00%
Investment income$5K4%
Other revenue$0
expenses
Total expenses$580K
Program expenses89%
Admin / overhead10%
Fundraising1%
Salaries & benefits$166K
Grants paid out$143K
Largest expense lineCompensation
balance sheet
Total assets$280K
Cash$150K
Investments$0
Liabilities$848
Net assets$279K
Liquid reserves3.1 mo
3 years on record · 2022–2025 · YoY revenue -81.9%
leadership · form 990 part vii · fy2025
Who runs it
paid leadership · 1
| Name | Title | Hours/wk | Compensation |
|---|---|---|---|
| JONATHAN MCKAY | FOUNDER & EXECUTIVE DIRECT | 40 | $103K |
board members · 3
- DIVLEEN JEJI — BOARD OF DIRECTORS, MEMBER
- EDLYNNE LARYEA — BOARD OF DIRECTORS, MEMBER
- GUSTAV ERNST PRAEKELT — BOARD OF DIRECTORS, MEMBER
relationships · 29
Who they work with
- Christina Bauer Partner — Researcher whose identity-reframing research is integrated into the program’s psychological framework.
- FanaFana Network — SameSame's mental health program in South Africa, part of the same model as SabiSabi
- Girl Effect Partner — Team member Codie Roelf has worked on software engineering projects for Girl Effect.
- Google Health Government — Board member Divleen Jeji works at Google Health and contributes expertise in AI-based diagnostic solutions and digital healthcare.
- Grand Challenges Canada Funder — Provided funding and technical support for the development and testing of a WhatsApp chatbot for LGBTQI+ youth in Zimbabwe.
- Grand Challenges Canada Funder — Provided support for the adaptation of SameSame’s CBT course for Shona and Ndebele speakers in Zimbabwe.
- Gregory Walton Partner — Researcher whose identity-reframing work informs the psychological content of the program.
- Hands of Hope Partner — LGBTQI+ organization in Harare collaborating with SameSame to support youth programs and advisory panels.
- Jessica Schleider's Lab for Scalable Mental Health Partner — Developed Project ABC, an intervention adapted by SameSame for delivery via WhatsApp in the GoalDigger program.
- Jessica Schleider's Lab for Scalable Mental Health Partner — Provider of the Project RISE intervention, which informs the mental health framework of the devotional content.
- Jessica Schleider's Lab for Scalable Mental Health Partner — Source of the clinical methodologies (Project Care and Project Personality) adapted by SameSame for digital delivery via WhatsApp.
- Meta Government — Board member Edlynne Laryea leads consumer packaged goods business at Facebook (Meta) and contributes expertise in digital advertising and technology transformation.
- Mozilla Foundation Funder — Supported the development of new features for the WhatsApp chatbot launch in South Africa.
- Patrick J McGovern Foundation Funder — Supported the development of new features for the WhatsApp chatbot launch in South Africa.
- Patrick J McGovern Foundation Funder — Supporting the development of new features for the WhatsApp chatbot, including a reinforcement learning system and daily affirmation service.
- Project RISE Partner — Source of clinical foundation for psychological interventions used in Queerly Beloved content.
- Project Youth AFFIRM Partner — Source of adapted cognitive-behavioral therapy and identity affirmation content used in SameSame's chatbot.
- Sexual Rights Centre Partner — LGBTQI+ organization in Bulawayo collaborating with SameSame to support youth programs and advisory panels.
- SiyaFanaFana NPC Partner — SameSame operates as a program brand of SiyaFanaFana NPC.
- TakaTaka Network — SameSame's mental health program in Zimbabwe, part of the same model as SabiSabi
- Tech4Dev Partner — Collaborated with Tech4Dev in a three-day sprint on AI for global impact.
- The Agency Fund Partner — Collaborated with The Agency Fund in a three-day sprint on AI for global impact.
- Turn.io Partner — Collaborates with Turn.io, founded by SameSame team member Gustav Praekelt, to build chat services for social impact.
- Twilio.org Funder — Supported the development of new features for the WhatsApp chatbot launch in South Africa.
- Twilio.org Funder — Supporting the development of new features for the WhatsApp chatbot, including a reinforcement learning system and daily affirmation service.
- VillageReach Partner — Team member Codie Roelf has worked on software engineering projects for VillageReach.
- WHO Partner — Team members have worked on software engineering projects for the WHO; Turn.io, linked to SameSame, collaborates with WHO on chat services.
- White Ribbon Alliance Partner — Team member Codie Roelf has worked on software engineering projects for White Ribbon Alliance.
- the Agency Fund Funder — Provided funding and technical support to build and test the WhatsApp chatbot in South Africa.
strategies · 4
How they approach the work
Named approaches extracted from this org’s sources. Where others share an approach, follow it to see the full set of orgs running it.
- Culturally Relevant, Community-Driven Mental Health Interventions 341 orgsmethodology: culturally_relevant_mental_healthBy co-designing mental health support with LGBTQI+ youth through culturally resonant entry points—such as faith, relationships, and economic challenges—the organization increases engagement and reduces stigma because these contexts align with users' lived experiences and identity frameworks.shared approach: Integrated, Culturally Affirming Care →
- Stigma-Reduced Integration of Clinical Methods in Non-Clinical Framing 341 orgsmethodology: cbt_integration_without_therapy_framingBy embedding evidence-based psychological techniques like CBT and behavioral activation within non-clinical formats—such as financial coaching or daily devotionals—the organization improves mental health outcomes because it bypasses stigma and reaches populations who would otherwise avoid labeled mental health services.shared approach: Integrated, Culturally Affirming Care →
- Digital-First, Platform-Native Mental Health Delivery 54 orgsmethodology: mobile_first_deliveryBy delivering mental health interventions via WhatsApp—a platform already embedded in users’ daily communication habits—the organization increases accessibility and adherence because it meets youth where they are, reducing friction and enabling just-in-time support during emotional distress.shared approach: Barrier Reduction Through Trusted Access →
- Responsible, Human-Guided AI Development for Sensitive Contexts 11 orgsmethodology: human_in_the_loop_aiBy integrating human oversight, community co-design, and iterative evaluation into AI development, the organization ensures safety and relevance in high-risk environments because it prioritizes accountability, cultural accuracy, and user consent over automation at scale.shared approach: Stakeholder-Centered Governance →