Small business, big heart: here is how you can maximise your impact on Mandela Day and continue to make a difference beyond the celebration, whether you took part in this year’s activities or not. Your involvement can inspire change and uplift your community.
Starting the weekend of 18 July, millions of South Africans join hands for Mandela Day, the country’s unique celebration of community building and solidarity. For business owners, Mandela Day presents a golden opportunity to connect with their communities and make meaningful impact, says James Mentor, investment manager at Business Partners Limited based in Gqeberha.
James acknowledges that business owners have to be mindful about how they allocate their limited resources, especially time and money. However he argues that Mandela Day has gained such a powerful momentum that every contribution, no matter how modest, carries real value.
The scale of the collective effort by so many South Africans amplifies the impact of each contribution, no matter how small. And if a business decides to commit in a big way to Mandela Day, they stand to gain so much more than just a nominal contribution to a good cause.
First and foremost, Mandela Day is an opportunity for businesses to assert themselves as part of the community which they serve and in which they operate. “It is an invaluable chance for you to stand up and be seen,” says James.
In the past, a business would advertise or try to make the news so that the local community newspaper would write about them. Today, the landscape has shifted and community news is shared primarily through WhatsApp groups. The only way that a business can gain traction on that medium is to genuinely be an active part of the community. Mandela Day offers the perfect opportunity to do just that and contribute meaningfully by building and strengthening your ties with the community.
“It is more than just brand exposure,” says James. ”Mandela Day can boost team pride and loyalty, strengthen your industry relationships and enhance your business reputation as a caring and respected employer and business.”
James offers the following tips for business owners to make the most of the next Mandela Day.
- Just show up: Even if you have not planned anything big, join a local initiative with your team. Your presence will matter and your efforts won’t go unnoticed.
- Think beyond your trade, businesses can offer more than services: Yes, a plumber can offer to fix a drain at the local old-age home, and an IT company can help the local school sort out its computer network. But almost every business is a logistical hub and can therefore make its fleet and planning abilities available to community initiatives.
Almost all businesses are also little training centres, where on-the-job learning continually takes place and internship and job shadowing opportunities abound. Furthermore, business owners are often some of the most knowledgeable members of their community by virtue of their experience. Sharing aspects of your vast knowledge with less privileged members of your community, through workshops, for example can be more valuable than the donation of goods.
- Involve your staff, they are part of the community too: A business is not only plugged into the community through the day to day interactions with its clients. Each staff member is also embedded in the community and represents your business. Even if you have a strong idea on what to do for Mandela Day, tap into your staff’s insights to optimise your participation and make your impact even greater.
- Get your suppliers involved: Because of the momentum around Mandela Day, it is usually easier to secure donations for your project if you were planning a stand-alone initiative. Reaching out to your suppliers is also a good opportunity to strengthen your ties with them, which could stand you in good stead when the time comes to review your terms.
- Use it as a talent outreach opportunity: Involving young people from the community not only showcases your business as inclusive and forward thinking, but also creates an image of a caring and progressive workplace. It is a practical way to strengthen your employer brand while making a positive impact.
- Don’t be shy to use it as a promotional opportunity: There is nothing wrong with putting up a plaque or a banner to advertise to the community that it was you and your staff who planted trees, painted a school or fixed a fence. If anything, it encourages other businesses to do the same.
- Use it as a launching pad: Your community outreach does not have to be limited to Mandela Day. Rather, use it to test what works, and look for opportunities to build community on a continuous basis.
About the Author: BPL Admin
