To quote an old African proverb, it takes a village to raise a child, and this is particularly true when it comes to CSI initiatives. Over the last few years, businesses have begun to move away from the traditional ‘donate and go’ model of giving back, and instead have started to create more sustainable support networks designed to nurture and uplift learners on an ongoing basis.
Whilst previously CSI was perceived as a cost, this evolving approach to giving back – in which businesses collaborate both with one another and with employees to achieve tangible results – is also adding value to companies, enabling them to build better relationships within the business and their communities.
“Real CSI isn’t just about signing cheques and taking photos,” explains Burton Naicker, CEO at MiWay. “Giving back means getting involved in one’s community, understanding its needs and adapting. By creating real value and implementing strategic and agile CSI programmes, businesses are able to not only effect lasting change, but also to build trust within their networks, clearly communicating what they stand for and thus creating a positive growth cycle that benefits all parties involved.”
This shared value model of giving back serves to establish a stronger link between social value and business success, enabling companies to grow along with the communities they serve. According to Naicker, this virtuous circle approach offers greater benefits to all involved, helping brands to attract the right types of employees and partners, and at the same time shining a much-needed spotlight on CSI initiatives.
“By integrating CSI into the fabric of the business framework, businesses are able to build stronger, more motivated teams with shared values, which in turn helps to promote the effectiveness of charitable initiatives,” says Naicker. “When people know they are working for a company that does good in the community, this resonates all the way down the line, and inspires those within the business to pursue projects with purpose.”
MiWay has put great focus in its approach to investing in communities via its MiHeart Project, which places people at the forefront of its many initiatives, designed to foster sustainable educational development in numerous South African communities. Not only are employees at all levels of the business integrally involved in everything from outreach programmes to mentorship efforts, but fellow giving partners have also been called on to reinforce the company’s capacity to deliver CSI programmes that matter.
An example of this collaborative approach to community upliftment is their ongoing relationship with schools in Lenasia, Soweto and Tembisa which have continued to gain momentum thanks to input from employees and business partners.
“Over the years we’ve realised that giving comes in many forms, and that all contributions are positive and meaningful,” continues Naicker. “Our relationship with the MiHeart schools has been an ongoing one, underpinned by mutual trust, and our efforts have sparked interest within our business, enabling us to partner up with other fellow givers so as to undertake key change actions and create a positive and uplifting learning environment. It’s amazing how infectious giving back can be, and it’s been great to be able to expand our efforts thanks to other specialist service providers, who have heeded the call to promote education in our country.”
For businesses like MiWay, CSI is no longer viewed as a necessary add-on, but instead forms a fundamental part of the business culture, delivering real value both internally and externally. By contributing in meaningful, tangible ways and engaging the business in an attempt to constantly improve the company’s charitable offering, MiWay has paved the way for other businesses looking to create shared value programmes that promote positive outcomes in the long term.
