How do companies choose where to spend their CSI budgets? MEGAN ELLIS discovers that a multiprogramme approach can effectively support many varied causes.
There’s no shortage of worthy causes and initiatives in South Africa. From education programmes and job creation initiatives to awareness campaigns and essential charities; companies face the challenge of choosing where to direct their corporate social investments.
But what if companies made their social investments varied so that they could tackle numerous issues at once? This is what Woolworths has done, choosing a multiprogramme approach for its corporate social responsibility.
The company discusses why this approach was chosen and the many ways it can impact South African communities.
Varied, but not unfocused
Corporate responsibility that involves a diverse range of initiatives does not mean that programme investment is haphazard or uncoordinated. A broad scope of initiatives can still be in line with company goals and visions, as Woolworths demonstrates.
“We aim to make a meaningful difference in our communities through our social development programme” says Zinzi Mgolodela, director of corporate affairs at Woolworths South Africa.
“We focus on four pillars food security, education, community resilience, and employee involvement that are aligned to our overall business strategy and that are relevant to the national development priorities in the markets in which we operate:’ she explains.
While this opens up a broad range of partnerships, it also provides a needed focus that aligns Woolworths’ vision with national needs.
Many Woolworths’ initiatives focus on teaching skills, reducing food wastage and helping those with a lack of food security, among other goals.
One partner includes Food & Trees for Africa, which works with Woolworths to run the EduPlant programme. This programme includes food gardening workshops, helping thousands of school educators and learners establish their own food gardens.
Another partner, FoodForward SA, helps Woolworths reduce food wastage from its surplus by distributing this edible food to communities in need.
Meanwhile, the MySchool fundraising programme gets customers involved in selecting beneficiaries. Through this programme, Woolworths has donated R64 million to South African schools, R11 million to environmental NPOs and R8 million to community upliftment NPOs.
Selecting partners
Another way that Woolworths maintains focus and impactfulness is through its selection of potential partners. The company assesses initiatives based on their impact, scale, and required input. In partnership with initiatives and beneficiaries, Woolworths decides on agreed success indicators.
Mgolodela highlights that due to the complex nature of community involvement, it important to consult with beneficiaries and partners regarding a programme’s relevance and efficacy.
“Our approach to social development is based on meaningful collaboration with key partners. The complex challenges facing us require deep insights and a collective effort to make a difference” she says.
“Each programme or initiative we embark on is a collaboration between ourselves and one or more partners,” Mgolodela adds.
Complex problems require innovative solutions
The biggest case for multiprogramme corporate responsibility initiatives is their ability to fight issues on multiple fronts.
“Social challenges are by nature complex, therefore, require a multidimensional approach to addressing them” notes Mgolodela.
“The best and more realistic initiatives address multiple challenges at the same time and even better if approached in a collaborative manner.”
Mgolodela stresses the importance of collaboration when it comes to making a difference to social development
“It is important for us to work together to address the complex issues facing society, rather than to work in silos. As the African proverb goes: When spiders unite, they can tie down a lion” she concludes.
FACTS AND FIGURES
Through its FoodForward SA partnership, Woolworths has been able to redistribute R 611 million of surplus food. This surplus has been distributed to 1 400 charitable organisations, providing 3781 000 meals to vulnerable people in South Africa.
Woolworths has partnered with Food & Trees for Africa through the EduPlant programme for 15 years.
This year, 86 per cent of the schools participating in the programme started food gardens. Currently, there are 336 schools learning to grow food through the programme.
Published 1 November 2019
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