There is a new truth to Corporate Social Responsibility (CSR) projects that many companies are bound to miss at first and in so doing, stumble. That truth is that CSR, like everything else since the global pandemic. is no longer about just throwing money at communities and calling it a day assured of the continued goodwill of people because why not? CSR projects must now centre what is important to the people it hopes to serve if it is to amount to any real impact both brand-wise and people-wise.
Understanding this truth is why Betwinner, rather than roll out its CSR program at just any time of the year, chose instead to ride the spirit of the Eid-el Adha season. The spirit of generosity, but also that of a devotion to serving.
Here is the thing about meaningful CSR. The cameras will roll, because how else do you prove to your investors where their money went? What is different is that the activities are spontaneous – a replica of life if you will. The smiles are genuine because everyone is intentionally engaged. And the memories linger for all parties involved.
Choosing spontaneity and meaning, Betwinner took to the street to meet with and donate sports gear to Lagos street football teams. Catamount Football Team being one of the beneficiaries received brand new footballs, training cones, shin guards, socks, goal-keeper’s kits and captain band. This was a warm-up, literally as well as metaphorically.
Betwinner’s next stop in this labour of paying back into the community being the Babs Es Salaam orphanage in Ikeja, which received donations ranging from food items like bags of rice, cartons of spaghetti, noodles, vegetable oil, toiletries, hand sanitisers, stationery, and snacks. All of these are essential, but understanding that there is only so much a brand can do in anticipating the needs of communities and supplying their specific needs, Betwinner included a cash donation to cover all bases just in case.
A similar exercise was held in Ibadan at Tabitha Orphanage Home, where a range of donations plus a cash gift was bestowed on the home by Betwinnner. It is just the beginning too.
Speaking about the events, Betwinner’s Marketing Manager, Olufemi Adeyemi, said this is just the start, “We understand the need to give back to the community, and this is just one of our way of doing that.”
As we revel in the spirit of Sallah, let us remember generosity, but also impact because giving is good, but meaningful giving is best. Happy Eid-el Adha.