The Real Business of Giving Back

What if businesses extended the spirit of giving beyond calendar day events?

Corporate social responsibility (CSR) has evolved from a “nice-to-have” into a non-negotiable business strategy. Companies are no longer judged solely by their profit margins, but by how they show up for people and the planet. Today, companies are being held accountable by the public, investors, supply chain partners, and governing bodies, who expect a real and measurable commitment to social impact. In this landscape, corporate volunteering is more than noble. It’s necessary.

Michelle Moss, Director of Leadership Consulting for Signium Africa, shares her thoughts:

“Corporate volunteering isn’t as simple as picking any altruistic endeavour and running with it. Organisations that are attuned to the world around them will use CSR to align company values with direct societal needs. In doing so, they foster more invested employee engagement and make a more significant impact in their community.”

Why does corporate volunteering make business sense?

While corporate volunteering may have once been little more than a public relations checkbox, it’s now a strategic tool that touches numerous aspects of business performance. In a climate where stakeholders expect companies to take meaningful social action, volunteering offers an effective way to align purpose with practice.

The good news is that CSR is an investment, and although the rewards are difficult to quantify in monetary terms, the benefits are still tangible:

●   Consumers today are value-driven

People don’t just buy products. They buy into the principles of the brands behind them. When companies empower their teams to volunteer in communities, they build trust, improve public perception, and foster long-term loyalty. CSR demonstrates to customers that the business is as committed to contribution as it is to making a profit.

●   Investors are also paying attention

With Environmental, Social, and Governance (ESG) criteria becoming central to many investment strategies, a strong CSR record can be a differentiator. Volunteering initiatives – particularly those that are sustained, measurable, and well-aligned with the company’s mission – can enhance ESG credentials and demonstrate a culture of accountability and trustworthiness.

●   Corporate volunteering has a measurable effect on employee engagement and retention

CSR projects that involve a company’s people create a connection between personal values and professional purpose. This builds teamwork, morale, and pride in the organisation. When employees are empowered to make a difference, they tend to feel a sense of belonging within their communities and their company and this also encourages retention.

●   In the war for talent, purpose is proving to be a powerful recruitment tool.

Millennials and Gen Z – now the dominant workforce demographics – are seeking more than a paycheck. According to Deloitte’s 2025 Gen Z and Millennial Survey, 89% of Gen Zs and 92% of millennials say a sense of purpose is important to their job satisfaction and well-being. A visible and consistent culture of volunteering signals to current and future employees that their impact truly matters.

Ultimately, corporate volunteering differentiates a business, opens doors to partnerships, strengthens culture, and connects the brand to something bigger than itself.

Moss adds: “Visionary leaders view their organisation as part of a larger, more interconnected world. In this context, CSR becomes a lever for value creation, both within the organisation and far beyond its walls.”

How Discovery South Africa’s corporate volunteering changes lives

Discovery South Africa, a company ranked among South Africa’s top 10 most valuable brands, exemplifies the integration of corporate volunteering into its business strategy. As a leading brand in health and wellbeing, their “Discovery Force for Good” program encourages employees to engage in various initiatives, from health education to community development. According to feedback, over 30% of Discovery’s workforce across six business units have given of their skills and time to support these initiatives. 

Notably, their partnership with the previously disadvantaged Orange Farm community, which still battles poverty, has yielded substantial results:

• Over 1,200 youth reached through health initiatives
• 700 high school learners participated in behaviour-change programs
• 16 youths secured full-time employment via Discovery Learnerships
• 35 enterprises launched at the Discovery Business Centre, benefiting over 7,000 youths
• 22 school principals received leadership training
• A technical skills center trained 129 youths, with 119 placed in jobs and 21 becoming qualified artisans

These outcomes underscore how corporate volunteering can drive community upliftment while aligning with business objectives.

There are many ways to make a difference

“Corporate volunteering isn’t one-size-fits-all,” says Moss. “From boardrooms to building sites, there are many ways companies and employees can contribute their time and talent. The most effective programs match employee strengths and company resources with genuine community needs. It’s important to make participation as easy as possible.”

●   Skills-based volunteering

Employees offer their professional expertise, such as legal advice, marketing, finance, or IT, to help nonprofit organisations build capacity and solve challenges.

●   Time-based volunteering

Often linked to calendar events like Mandela Day, these activities include hands-on tasks such as tree planting, food parcel distribution, or community clean-ups. It’s a great way to foster team spirit and visible results in a short time.

●   Pro bono projects

These are more formal, longer-term skills-based initiatives where teams support nonprofits on strategic work, such as developing a new HR policy or financial model. It’s a deeper commitment that creates real organisational value.

●   Virtual or remote volunteering

Ideal for hybrid teams, this allows employees to contribute from anywhere – for example, mentoring youth online, helping with digital literacy, or offering remote consulting to NGOs.

●   Mentorship and coaching

Employees can mentor students, support young entrepreneurs, or guide job seekers. These relationships often have a lasting impact and are deeply rewarding for both sides.

●   Volunteer time off (VTO)

Some companies offer paid leave for volunteering, empowering employees to support causes they’re personally passionate about. It’s a simple policy that can build a strong culture of purpose.

●   Board or advisory service

Encouraging employees to serve on nonprofit boards enhances leadership skills while strengthening the broader social sector. It also signals a company’s commitment to civic responsibility.

From one day to every day

While certain days, like Mandela Day (celebrated on 18 July in South Africa) serves as a powerful catalyst, the goal for businesses should be sustained, meaningful engagement. Companies can start small by organising regular volunteering days, partnering with local NGOs, or supporting skill-based initiatives, but the key lies in consistency and alignment with their core values.

“Corporate volunteering is more than a feel-good initiative. It’s an investment in human capital, brand equity, and societal well-being. And when society is doing well, we all are.”

Michelle Moss

By embedding CSR into the fabric of the organisation, companies do more than contribute to community progress; they strengthen culture, inspire loyalty, and position themselves as employers and brands of choice in an era where authenticity and purpose are the new advantage.