Mandela Day: Restoring Children’s Dignity Is an Act of Justice, Not Charity

July 10, 2025

Today, 6 out of 10 South African children live below the poverty line, with many attending school without access to the basics like a toothbrush, soap, or wash cloth. “This doesn’t just affect their physical health in terms of preventable illnesses like gingivitis and skin infections, it also affects their ability to learn,” says Deb Zelezniak, CEO of the Santa Shoebox Project.

Many children report that stigma keeps them from forming friendships or participating in play. Some children avoid interacting with peers out of fear of being judged, while others are actively bullied because of their appearance or health issues. This isolation takes a heavy emotional toll, leaving them feeling embarrassed, ashamed, and anxious. Over time, these feelings chip away at their self-esteem and confidence, often manifesting as behavioural issues in the classroom. The result is a cycle of poor concentration, academic disengagement, and underperformance, a trajectory that denies them the opportunity to reach their full potential. “Consequently, many children stay trapped in a cycle of poverty and marginalisation,” notes Zelezniak.

This Mandela Day, the Santa Shoebox Project is drawing attention to this often-overlooked barrier to learning and offering a way for the public to take direct action by pledging Virtual Santa Shoeboxes.

Zelezniak explains that with families forced to choose between putting food on the table and buying hygiene products, these essentials often fall by the wayside. “That’s why every Virtual Santa Shoebox donated to a child in need includes a toothbrush, toothpaste, soap, a washcloth, and an outfit of clothing, because so many children simply go without. These items are just as critical as school supplies in giving children the tools they need to succeed.”

As Nelson Mandela reminded us, ‘Poverty is not natural. It is man-made, and it can be overcome by the actions of human beings. And overcoming poverty is not a gesture of charity. It is an act of justice’. That justice begins with something as simple and powerful as ensuring a child has the opportunity to show up clean, confident, and ready to learn. When we remove the small but heavy burdens poverty places on children, we give them a chance to reach their potential,” she concludes.

About the Santa Shoebox Project

Traditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged.

Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R500 plus an optional delivery fee of R30.

SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children.

Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance.

Social media:

TikTok: @santa.shoebox

Facebook: /SantaShoebox X: @SantaShoebox

Instagram: /santashoebox

YouTube: The Santa Shoebox Project

Pinterest: /santashoebox

Mandela Day: Restoring Children’s Dignity Is an Act of Justice, Not Charity

Today, 6 out of 10 South African children live below the poverty line, with many attending school without access to the basics like a toothbrush, soap, or wash cloth. “This doesn’t just affect their physical health in terms of preventable illnesses like gingivitis and skin infections, it also affects their ability to learn,” says Deb Zelezniak, CEO of the Santa Shoebox Project. Many children report that stigma keeps them from forming friendships or participating in play. Some children avoid interacting with peers out of fear of being judged, while others are actively bullied because of their appearance or health issues. This isolation takes a heavy emotional toll, leaving them feeling embarrassed, ashamed, and anxious. Over time, these feelings chip away at their self-esteem and confidence, often manifesting as behavioural issues in the classroom. The result is a cycle of poor concentration, academic disengagement, and underperformance, a trajectory that denies them the opportunity to reach their full potential. “Consequently, many children stay trapped in a cycle of poverty and marginalisation,” notes Zelezniak. This Mandela Day, the Santa Shoebox Project is drawing attention to this often-overlooked barrier to learning and offering a way for the public to take direct action by pledging Virtual Santa Shoeboxes. Zelezniak explains that with families forced to choose between putting food on the table and buying hygiene products, these essentials often fall by the wayside. “That’s why every Virtual Santa Shoebox donated to a child in need includes a toothbrush, toothpaste, soap, a washcloth, and an outfit of clothing, because so many children simply go without. These items are just as critical as school supplies in giving children the tools they need to succeed.” As Nelson Mandela reminded us, ‘Poverty is not natural. It is man-made, and it can be overcome by the actions of human beings. And overcoming poverty is not a gesture of charity. It is an act of justice’. That justice begins with something as simple and powerful as ensuring a child has the opportunity to show up clean, confident, and ready to learn. When we remove the small but heavy burdens poverty places on children, we give them a chance to reach their potential,” she concludes. About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R500 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance. Social media: TikTok: @santa.shoebox Facebook: /SantaShoebox X: @SantaShoebox Instagram: /santashoebox YouTube: The Santa Shoebox Project Pinterest: /santashoebox
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Youth Month Sparks Urgent Call to Expand ECD Access

As South Africa marks Youth Month under the theme ‘Skills for the changing world – Empowering youth for meaningful economic participation’, a crucial truth demands more attention: the path to economic participation starts long before school, and we may already be failing children before they even enter a classroom. “Over 1.3 million children are currently locked out of early childhood development (ECD) programmes that could break the poverty cycle,” says Deb Zelezniak, CEO of the Santa Shoebox Project. “South Africa is neglecting its youngest citizens at a critical stage of growth.” While Government’s R10 billion allocation to ECD will raise the subsidy from R17 to R24 per child per day and expand access to an additional 700,000 children, she points out: “The current subsidy amount of R24 per child per day is not enough to cover the full cost of a basic quality ECD programme, which is estimated to be at least R36 per child per day. R24 a day is currently insufficient to deliver quality early learning, nutrition, and care, and will certainly not be able to meet the Department of Basic Education’s goal of universal ECD access by 2030.” “The stakes are high,” explains Zelezniak. “Children who receive quality early education do better at school, are less likely to engage in crime, and are more likely to find meaningful employment. Every Rand invested in ECD returns around R7 in social and economic impact through better school performance, improved social cohesion, reduced inequality, and a more inclusive economy.” “There are measurable differences between children with and without early intervention, and those gaps only grow wider over time. ECD is more than childcare, it’s economic justice and the foundation for a more equitable, prosperous South Africa. Without access to quality ECD, today’s 1.3 million excluded children risk becoming a generation left behind.” About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R500 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance.
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ECD Centres: SA’s Most Overlooked Line of Defence in Child Protection

Early Childhood Development (ECD) centres are frequently underestimated as simple drop-off points for working parents. But for the 1.7 million children attending them, these facilities are the first line of defence in protecting their rights. Ahead of National Child Protection Week, which raises awareness around the rights of children, Deb Zelezniak, CEO of the Santa Shoebox Project, says, “ECD practitioners are not babysitters. They are trained professionals who safeguard a child’s right to survive, thrive and grow into their full potential. They provide daily nutritious meals – sometimes the only food a child will receive. They create clean, safe spaces where children are protected from harm and have access to basic hygiene. They deliver early learning that lays the foundation for success in school and life.” She stresses that one of their most crucial roles is spotting the warning signs of abuse, neglect, and developmental delay before the damage becomes permanent. “By identifying and supporting children at risk, whether due to trauma, family instability, or undiagnosed health issues, ECD practitioners can trigger early intervention that has the power to change the trajectory of a child’s life. Research shows that this can reverse the effects of deprivation, close developmental gaps, and reduce the need for costly and often hard to access remedial support later in life, ultimately giving children a far better chance to thrive.” Zelezniak adds that ECD practitioners also carry a vital responsibility to educate children about their rights, helping even the youngest learners understand what it means to be treated with dignity, to be safe, and to speak up when something is wrong. “This Child Protection Week, we need to stop viewing ECD centres as mere daycare centres and start recognising them as critical pillars of our child protection system,” she concludes. “It’s in these classrooms, with blocks, crayons, and caring hands, that real, life-saving work is happening.” About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R500 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance. Social media:TikTok: @santa.shoeboxFacebook: /SantaShoeboxX: @SantaShoeboxInstagram: /santashoeboxYouTube: The Santa Shoebox ProjectPinterest: /santashoebox
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World Hand Hygiene Day: SA Preschoolers Still Without Water to Wash Their Hands

Too many South African children are unable to wash their hands as only 53% of Early Childhood Development (ECD) centres have piped water, electricity, and flushing toilets, while 8% have none at all. This is because, despite a record R210 million government pledge to upgrade these centres over the next two years, basic infrastructure remains severely lacking. As World Hand Hygiene Day approaches on 5 May, Deb Zelezniak, CEO of the Santa Shoebox Project, warns that South Africa risks undermining the lifesaving power of handwashing unless urgent steps are taken to ensure access to clean, safe water in early learning spaces. “Children constantly touch surfaces and objects, picking up germs as they go,” she explains. “Without proper hand hygiene, those germs can lead to dangerous illnesses like diarrhoea and respiratory infections – two of the leading causes of death among South Africa’s under-fives. Handwashing with soap can cut diarrhoea rates by up to 40% and respiratory infections by up to 25%.” Beyond health concerns, Zelezniak highlights the deeper developmental consequences: “Research shows that poor water and sanitation infrastructure hinders a child’s cognitive, language, and motor development, with long-term effects on their educational attainment.” While efforts to register and upgrade ECD centres are underway, many facilities remain stuck in a vicious cycle. “Centres that can’t afford the water and sanitation improvements needed for registration are locked out of the very funding that could help them upgrade,” she says. “Instead, they rely on rainwater tanks, boreholes, or public taps- none of which guarantee consistency or safety.” Non-profits like the Santa Shoebox Project are working to renovate centres and promote better hygiene practices, but Zelezniak stresses that systemic change is essential. “This is not just a public health issue, it’s a matter of dignity, education, and the country’s long-term development. Supporting ECD owners to meet registration standards must be a national priority.” About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R450 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance. Social media:TikTok: @santa.shoeboxFacebook: /SantaShoeboxX: @SantaShoeboxInstagram: /santashoeboxYouTube: The Santa Shoebox ProjectPinterest: /santashoebox
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A Nation That Can’t Read Can’t Succeed

Every year, thousands of children enter formal schooling without the foundational literacy skills needed for success. Research from the World Literacy Foundation shows that children who lack early literacy skills are more likely to fall behind and face long-term educational challenges. Despite government’s recognition of early childhood development (ECD) as crucial to reversing South Africa’s literacy crisis, meaningful action has admittedly been delayed by three decades. Although the seventh administration has reaffirmed its focus on early childhood literacy, these commitments remain largely unfulfilled due to lack of funding. “Operating a compliant ECD programme costs nearly five times the per-learner subsidy, leaving many centres without sufficient resources,” explains Deb Zelezniak, CEO of the Santa Shoebox Project. “Currently, 61% of ECD centres have fewer than 10 books for children, and only 56% provide age-appropriate reading materials.” The lack of access to books extends beyond ECD centres, with over 40% of South African households having no books at all. According to the Department of Basic Education and UNICEF South Africa, this means many children enter Grade 1 without ever having held a book. “While the R99 million allocated over the MTEF for early grade reading initiatives is a step in the right direction, we need immediate action. The urgency of South Africa’s literacy crisis cannot be overstated,” stresses Zelezniak. In response, non-profits like the Santa Shoebox Project are stepping in to bridge the gap by installing reading corners in ECD centres, providing children with the essential resources they need to develop literacy skills. These spaces are filled with age-appropriate books where children can engage with stories on their own or with a caregiver. To date, the organisation has installed over 220 reading corners in facilities around the country. Caregivers are also trained on how to incorporate books into the learning experience in ways that support early childhood development milestones. Between the ages of two and five, for example, these include pointing to objects in a book, turning pages independently, and beginning to grasp basic grammar concepts. Ultimately, these are the building blocks that help children read, write, communicate, and connect with others – giving them a strong start at school and setting the stage for lifelong learning. About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R450 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance. Social media:TikTok: @santa.shoeboxFacebook: /SantaShoeboxX: @SantaShoeboxInstagram: /santashoeboxYouTube: The Santa Shoebox ProjectPinterest: /santashoebox
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Who’s Really Funding Early Childhood Development in SA?

Written by Deb Zelezniak, CEO of the Santa Shoebox Project In South Africa, a child’s future is often determined before they even step into a classroom. With just 2.2% of the basic education budget allocated to Early Childhood Development (ECD) and a mere 0.42% of the national budget, thousands of young children are left without proper care, education, or even basic necessities. The government’s intention to expand ECD access is not matched by adequate investment, leaving non-profit organisations (NPOs) to step in where the state falls short. The Harsh Reality of ECD in SA Recent data paints a grim picture: 45% of ECD centres lack running water, 40% are not connected to sewage systems, and 34% have no access to outdoor play areas crucial for development. Many centres do not have the infrastructure and learning materials needed to provide quality early education. While the Department of Basic Education (DBE) acknowledges these shortcomings, progress remains slow. “For thousands of children, their first introduction to books, structured learning, and basic resources comes from NPOs rather than government-funded centres. For example, in the past four years, the Santa Shoebox Project has invested over R2 million in transforming five rundown facilities into nurturing learning environments for over 200 children annually. But these interventions, though impactful, are not a substitute for systemic change. A Literacy Crisis in the Making Without proper funding, ECD centres lack essential educational resources. Nearly 44% have no age-appropriate books, and 39% have fewer than ten books available at all. Consequently, 26% of four- and five-year-olds struggle with basic literacy, and 19% lag significantly behind. Some children enter Grade 1 without ever having held a book. NPOs like Book Dash, however, work to bridge this gap by creating, translating, printing, and widely distributing African storybooks for the country’s youngest children. The Skills Deficit Among ECD Practitioners A well-trained ECD workforce is crucial to ensuring quality early education. Yet, nearly half of all ECD practitioners lack formal qualifications, and 22% have no relevant training at all. NPOs have taken on the task of upskilling them – especially as further education is unaffordable for these minimum-wage earners. If government truly aims to improve early education, it must prioritise the upskilling of practitioners. This is especially urgent given that only 10% of South African primary school teachers believe most children are developmentally ready for school.NPOs like ORT SA CAPE offer training to ECD educators in economically disadvantaged communities. These programmes equip practitioners with formal qualifications and mentoring skills, ensuring knowledge is passed down to others.As Joyce Cwayi, a caregiver at Ulutho Educare Centre in Mitchells Plain who benefited from such a programme, explains, “We don’t always get this kind of training with the Department of Basic Education.” DBE’s Mass Registration Drive: A double-edged sword The DBE launched a mass registration drive towards the end of 2024 to ensure ECD centres have the facilities, training and materials they need to provide quality early learning. But many centres struggle to comply due to a lack of resources. NPOs are now helping centres navigate the complex registration process, with organisations like Singakwenza offering financial management training to help crèche owners turn their centres into sustainable small businesses.Even as an increasing number of centres gain access to the government’s ECD subsidy, the core problem persists – the subsidy itself. At just R17 per child per day – a figure unchanged for six years – centres are forced to stretch already thin resources. Currently, only one-third of ECD centres are receiving the subsidy, covering 627,000 children, well below the 2.3 million target.Rising costs in food, sanitation, and education materials mean that, even with registration, many centres are still unable to provide quality care. Won’t this ultimately place an even greater burden on the private sector? A Call for Greater Investment If South Africa is serious about improving early childhood education, funding must follow intent. Greater investment is needed – not just in ECD centres but also in the NPOs working directly on the ground to fill systemic gaps.Research has consistently shown that investing in early childhood education is one of the most cost-effective ways to drive economic growth. A stronger ECD system means better educational outcomes, increased productivity, and a future workforce equipped to contribute to the economy. Failing to act now will not only harm the country’s most vulnerable citizens but also weaken South Africa’s long-term development prospects.The pressing question is: how much longer can NPOs be expected to shoulder the burden of a government responsibility? And how much more can they do without meaningful public-sector support? About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R450 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Read more…
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R11.2 billion Falls Short of Government’s ECD Plans

Although ECD funding will increase to R11.2 billion in the coming financial year, up from R10.5 billion, this remains far below what’s needed to expand access for every child. Deb Zelezniak, CEO of the Santa Shoebox Project, warns that the government’s plan to subsidise one million more children by 2026/27 will put immense pressure on an already underfunded sector. To put this into perspective, data from the latest ECD Census conducted in 2021 reveals that there are approximately 1.7 million children in ECD programmes. Adding one million more children will bring total enrolment to 2.7 million. “To accommodate this increase, South Africa would need another 25,641 ECD centres – assuming an average of 39 children per facility,” says Zelezniak. With each existing facility employing 4.67 practitioners on average, meeting demand will require roughly 119,740 additional staff members. And with these employees each earning the minimum wage (R28.79 per hour) and working full-time, salaries alone would consume more than half of the budget, leaving little for essentials like food, infrastructure, teacher training, transport, and classroom supplies, especially with the ECD subsidy of R17 per child, per day remaining unchanged over the past six years. Zelezniak estimates that at least R30 billion is required to meet these needs and ensure that ECD centres can provide quality early education that sets children up for future success. About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R450 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance. Social media:TikTok: @santa.shoeboxFacebook: /SantaShoeboxX: @SantaShoeboxInstagram: /santashoeboxYouTube: The Santa Shoebox ProjectPinterest: /santashoebox
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Why Giving Back Should Be Your Top Resolution in 2025

The most popular New Year’s resolutions for 2025 include saving money (26%), exercising more (22%), and adopting healthier eating habits (20%). Yet, one resolution that can improve both personal happiness and community well-being—giving back—remains overlooked. Deb Zelezniak, CEO of the Santa Shoebox Project, highlights how contributing to others’ well-being can improve our own happiness and mental health, which were resolutions for 22% and 17% of individuals, respectively. “Acts of kindness and community involvement align closely with these aspirations and offer profound benefits.” “It is often said that ‘it’s better to give than receive’, and scientific studies back this up,” she points out.“Reports show that performing acts of kindness can help lessen the symptoms of depression and anxiety, boost life satisfaction, and raise self-esteem.” Zelezniak explains that volunteering, which encourages connections with others, also offers significant mental health benefits, including stress relief, a sense of belonging, heightened self-worth, and the opportunity to share positive experiences. “What’s more, volunteers tend to enjoy longer lives.” With this in mind, Zelezniak calls on all to volunteer a few hours with the organisation and experience the true joy of giving. “Whether you’re a skilled organiser or simply want to add ‘helping others’ to your goals for the year, there’s a way for everyone to make a difference.” “Our efforts begin in February when we need coordinators to manage Project satellites nationwide. From October, our busiest period, we’ll require even more hands-on-deck as gifts for children in need across South Africa and Namibia come flooding in. All you need is a friendly smile, reliable transport, and regular access to a computer, the internet, and WhatsApp.” In 2024, the Santa Shoebox Project reached 74,751 children with the help of over 500 volunteers. “In 2025, we aim to impact 80,000 lives, and we need your help to make it happen,” she concludes. “By volunteering, you’ll not only bring joy to children-in-need but also experience the personal rewards of giving back.” Make 2025 the year you truly make a difference—one child, one gift, one act of kindness at a time.Visit santashoebox.org.za to join this rewarding journey. About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R450 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance. Social media:TikTok: @santa.shoeboxFacebook: /SantaShoeboxX: @SantaShoeboxInstagram: /santashoeboxYouTube: The Santa Shoebox ProjectPinterest: /santashoebox
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Festive Season Joy to 74,751 Children in 2024

Santa Shoebox Project donors have once again rallied to support underprivileged children across South Africa and Namibia, with 74,751 shoeboxes being donated this year – up from 2023’s total of 74,169, bringing the total number of children impacted over the past 19 years to 1,301,508. Deb Zelezniak, the organisation’s CEO, attributes this increase to inflation dropping to 2.8% and two interest rate cuts over the past year which have left South Africans feeling more optimistic about their finances. Spreading smilesReflecting on this achievement, she says, “While I had hoped to reach 75,000 children in 2024, surpassing last year’s total during a time when people are still recovering financially is an outstanding achievement. But beyond the numbers, it’s the impact on the children that really counts.” For beneficiaries like Vernolene, receiving a gift was a moment of pure joy. “This was something I never expected. I was so happy when I heard my name – it felt special, like Christmas.” Ash-nay, another recipient, added, “You really touched our hearts. We could not have even imagined something like this because we’ve never received gifts from people before. It felt like an early Christmas.” The joy spread far and wide, touching not just the children but also their caregivers and educators. A teacher described the experience, saying, “Today, our learners received their special gifts. It was a priceless moment. Parents are calling nonstop expressing their thankfulness. Your generosity and thoughtfulness have brought smiles to the faces of those who needed it most.” Gifts that keep on givingNot only did those who pledged Virtual Santa Shoeboxes (VSS) ensure that children in remote areas received their gifts, but they are also contributing to lasting change. The proceeds from these pledges directly support the Santa Shoebox Project’s SSP Legacy initiatives, which focus on building and upgrading Early Childhood Development (ECD) centres in impoverished communities across South Africa, training ECD practitioners and installing reading corners in under-resourced ECD centres. This year’s contributions will enable the construction of the non-profit organisation’s sixth ECD centre in 2025. Zelezniak also invites partners to help the organisation raise R750,000 to build its seventh school. She is also setting her sights on reaching 80,000 children with Santa Shoeboxes next year. “VSS pledges remain open, allowing us to get a head start, while those who prefer the traditional shoeboxes can begin collecting items during the summer sales, ensuring they’re ready to select their beneficiaries from 1 September.” “I am profoundly grateful to all those who continue to support our cause and the precious children we serve. Your generosity has touched the lives of so many, and we’re excited to make an even greater impact in the future,” concludes Zelezniak. About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R450 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance. Social media:TikTok: @santa.shoeboxFacebook: /SantaShoeboxX: @SantaShoeboxInstagram: /santashoeboxYouTube: The Santa Shoebox ProjectPinterest: /santashoebox
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Budget Allocations Must Align with ECD Sector Realities

In the recently delivered Medium Term Budget Policy Statement, Finance Minister Enoch Godongwana announced a 5.6% annual increase in funding for basic education. This investment will be put towards improving educational outcomes through initiatives such as piloting a nutrition programme in early childhood development (ECD). While Deb Zelezniak, CEO of the Santa Shoebox Project , welcomes this, she stresses that more needs to be done to address the unique challenges faced by the ECD sector. She advocates for increased engagement with the women who head up ECD centres in shaping policies and decisions, emphasising that their involvement is essential to driving meaningful reform in the sector. “This will enhance the quality of education that they in turn provide and empower the country’s citizenry.” “These efforts must be accompanied by the reclassification of ECD practitioners as teaching professionals,” Zelezniak insists. Currently, the Department of Basic Education (DBE) considers ECD teachers self employed, depriving them of career stability and undermining their role in foundational education. Moreover, they rely on the ECD grant which not only means they receive meagre salaries but are also denied access to benefits such as medical aid subsidies and housing allowances which are enjoyed by teachers permanently employed by the Department.” “Upskilling educators is another critical element in advancing the sector, especially with close to half of practitioners lacking formal training or qualifications,” she points out. While many ECDs function primarily as safe spaces for children while their parents work, it s crucial that they offer more than safety they must provide a solid educational foundation as well. This need is highlighted by the fact that only 10% of South African primary school teachers believe most children are developmentally ready for school, with a lack of early childhood education being a contributing factor.“ “South Africa s ECD reform hinges on listening to the educators at its core. True educational progress begins by valuing those who teach and care for our youngest learners,” concludes Zelezniak. Soundbites of firsthand accounts are available from ECD practitioners across several centres with whom the Santa Shoebox Project works to transform the lives of disadvantaged children and their communities. They are also open to interviews and can shed light on the urgent needs and demands of ECD practitioners, as well as their hopes for sectorial reform from the DBE. About the Santa Shoebox ProjectTraditional Santa Shoebox: Over the last 19 years, 1 301 508 Santa Shoeboxes, each containing eight specified items of treats and essentials, have been given to underprivileged and socially vulnerable children throughout South Africa and Namibia. From 01 September each year, Santa Shoebox donors choose their beneficiary child/ren by name, age and gender and are given the child’s clothing size. Each personalised shoebox reaches the very child for whom it was pledged. Virtual Santa Shoebox: These shoeboxes are purchased online by donors and are available year-round, meeting the needs of donors who live too far from drop-off points, are too busy to shop or have health issues. Components are chosen by the donor on the Santa Shoebox website, the shoeboxes are packed by the Santa Shoebox Team and delivered to children attending far-flung rural facilities. A VSS contains the eight specified items, as well as additional items, such as a lunchbox and books, and costs R450 plus an optional delivery fee of R30. SSP Legacy: All Santa Shoebox Project operating costs are covered by corporate sponsors. Privately donated funds and surplus funds generated by the sale of Virtual Santa Shoeboxes accrue to the SSP Legacy and are used to bring permanent change to the lives of Santa Shoebox beneficiary children and the impoverished communities in which they live. SSP Legacy initiatives have thus far reached more than 125 000 children. Fiduciary information: As a Level One Contributor to B-BBEE, the Santa Shoebox Project earns 100 points on the generic scorecard, and with Section 18A status, is able to provide a tax-deductible receipt in recognition of donations. The Project is an initiative of the JOG Trust (IT2671/2009). The Trust is registered as a Public Benefit Organisation (PBO-930031301), a Non-Profit Organisation (NPO 102-098) and holds a current ICPR in support of 100% SED compliance. Social media:TikTok: @santa.shoeboxFacebook: /SantaShoeboxX: @SantaShoeboxInstagram: /santashoeboxYouTube: The Santa Shoebox ProjectPinterest: /santashoebox
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