The last three years have been a twist of challenges for many South Africans, who have been put to the test during the pandemic and who are now forced to contend with ongoing power cuts and an ever-increasing cost of living. However, if there’s one thing South Africans aren’t short of, it’s the spirit of ubuntu, and during this season of giving, many of those in a position to help are looking to give even more.
However, giving isn’t always as easy as it might seem, and more often than not, good intentions go unrealised, as those looking to lend a hand aren’t sure where to start or how best to go about giving. Also, many are restricted in their giving due to the pressure on their own personal pockets.
In a drive to evoke, celebrate and reward this philanthropic spirit, MiWay launched their groundbreaking Extraordinary Givers programme, with a view to offering employees a unique opportunity to give back to causes close to their hearts. The programme, piloted by the company’s MiHeart CSI arm, was conceived not only as a means to enrich local communities, but also as a vehicle to engender active citizenship amongst employees.
“We know that all too often, people want to give, but they don’t always know how to go about it”, says Nthabiseng Moloi, Executive Head: People & Brand at MiWay. “They may feel that they don’t have enough time, money or resources to make a difference, which is why we launched Extraordinary Givers which gives employees the opportunity to nominate causes or charities who could join MiWay’s family of worthy recipients. In our books, anyone who is willing to give can be a philanthropist.”
Since the launch of their MiHeart Project in 2014, the insurer has focused their CSI efforts primarily on education at a grassroots level, offering mentorship opportunities and bursaries for students in underprivileged communities. The initiative was met with great enthusiasm by employees, many of whom willingly gave their time to assist in bringing the programme to life.
“Our extended MiWay family has been great at heeding the call for help and has demonstrated enormous heart in doing so,” says Moloi. “We realised we had a unique opportunity to extend our reach and delve deeper into local communities, offering our employees an opportunity to harness this giving spirit. It was this understanding that, in a sense, birthed our Extraordinary Givers campaign, which allows employees to put forward a charity or organisation close to their heart, identifying problem areas and the type of assistance that would be of most value.”
The aim of the initiative is to offer real value to recipients, going above and beyond cash hand-outs.
Once nominations were received, three nominated charities were chosen and provided with assistance in the form of donations, materials or physical assistance, based on their specific needs.
“Giving exists in countless forms, which is why we didn’t want to be overly-prescriptive in terms of the assistance offered,” explains Moloi. “Whilst some NGOs have very real financial needs, others have requested specific items that could enable them to better service their community.”
As such, this month’s recipients – CHOC House in the North Rand region, Mother of Peace Children’s Home and Kopano Organisation for the Aged – each received their share of R30,000 based on specific requests identified by those submitting their nominations.
Not only do initiatives like Extraordinary Givers enable MiWay to make a difference in the community, but they also entrench a sense of purpose within the company’s walls, reinforcing the overarching principles of the organisation’s culture, which ultimately ends up benefiting both employees and clients.
Burton Naicker, CEO of MiWay, believes that a community presence is fundamental for companies in a position to give back. “We are a brand with purpose,” explains Naicker. “We need to do much more than just shout our name and encourage clients to get an insurance quote. By enabling our employees to tap into their inner philanthropists, we ensure that they derive personal satisfaction from being part of MiWay, that our community respects us and that our customers appreciate what we stand for.”
“By prioritising our people-first philosophy, MiWay employees have not only made a difference in a number of communities across South Africa, but they’ve also helped to remind us that the ubuntu spirit that defines our culture is alive and well. Sometimes all we need is just a little inspiration and a ‘hand-up’ to put it into practice.”
