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The lesson here is that companies need to consider how to respond strategically to the crisis, particularly as short-term challenges will soon give way to longer-term ones – a second wave of infections after lockdown, further job losses, and a weakening economy.
Before responding with philanthropic initiatives, it is useful to perform a thorough needs assessment. Understand what you are responding to and make sure you can sustain your efforts without losing momentum. Is your aim to feed hungry children right now or focus on supporting an organisation so that it can adapt and continue doing meaningful work within communities? Douw Steyn’s companies have made R200m available to support feeding schemes in areas including Diepsloot, while R50m has been allocated to the Solidarity Fund. Old Mutual has pledged R50m to fund educational initiatives that address immediate and emerging needs across the sector. This encompasses nutritional needs, hygiene awareness, and financial education. Food relief is greatly needed but sometimes organisations prefer cash in order to cover salaries, enabling them to continue with vital work on the ground.
Businesses who are already involved in corporate philanthropy should take the following guidelines into account.