Mandela Day is observed each year in honour of the legacy that the late former President of South Africa, Nelson Mandela, left behind. As such, individuals, businesses, and organizations spend 67 minutes in service to others on the day, which often takes the form of making sandwiches for the needy, dropping off tinned goods at homeless shelters, planting trees and veggie gardens, and painting classrooms and orphanages.

While these efforts are welcomed by NGOs and the communities in need that they serve, the reality is that many Mandela Day activities have become a once-a-year exercise without much thought behind the true impact they have on actual people.

Charmaine Seloma, Stakeholder Relations Manager at Rays of Hope, says, “There is always room for once-off donations and activities in service of our organization and the people of Alex. There are, however, more effective ways to approach giving to make every day Mandela Day for our beneficiaries.”

1. Making a meaningful impact

NGOs work closely with families and individuals in the community year-round and are constantly aware of their needs, from those who may be struggling to pay their rent or are living in structures that don’t meet health and safety standards, to others who may not be able to afford groceries or even school fees for the coming month. It’s also worth noting that some NGOs may deal predominantly with orphaned and abandoned children, rape and abuse victims, the elderly, or the homeless, among many other groups and communities. Looking into the NGO and engaging them before making a donation ensures any donations or sponsorships are allocated to those who need it the most.

2. Once-off vs long-term support

Mandela Day’s goal of bringing people together in partnership and unity, and to better understand each other, even if this is just for 67 minutes in a year, remains a noble one. That being said, there is even greater merit in considering how you can be of service in the longer term too. Providing a monthly sponsorship to help Raise a Child, for instance, is a way that businesses can assist in giving more children a brighter future and breaking the cycle of poverty and poor access.

3. Checking the condition of donations

“Would I eat/wear/want this?” This is a good question to ask before deciding to donate old or used items from your home or any stock that a business may be clearing out for donation. While there are many people who are in dire need of warm clothes this winter, for instance, help should not have to come at the cost of their dignity, and everyone deserves to have clothes they feel comfortable and good wearing.

4. Managing your expectations

There’s nothing wrong with volunteer teams taking a group photo with a house they’ve just finished painting as part of their company’s Mandela Day efforts, but there’s an unspoken line of respect that needs to be drawn. Rays of Hope’s Charmaine Seloma chuckles when recalling businesses that arrived for past Mandela Day activities with branded banners and photographers to capture the events of the day.

“This Mandela day, give like Mandela would” – Charmaine Seloma

While every gesture of kindness, caring and compassion will almost always be welcomed by those in need, it is up to the businesses and individuals donating their time and resources to maintain a level of courtesy and forward-thinking this Mandela Day.  Get in touch with Rays of Hope to find out how you can help bring meaningful and lasting change to Alexandra Township this Mandela Day and beyond by contacting This email address is being protected from spambots. You need JavaScript enabled to view it./0661800569, or visit www.raysofhope.co.za for more information on its many community programmes, funding initiatives, and the people Rays of Hope serves.