Festive Season Joy to 74,751 Children in 2024

December 6, 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 smiles
Reflecting 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 giving
Not 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 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 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:
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Facebook: /SantaShoebox
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Instagram: /santashoebox
YouTube: The Santa Shoebox Project
Pinterest: /santashoebox

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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Become a Santa’s Helper This Holiday Season

Can you believe that the festive season is a mere four months away? As the countdown to the holidays begins, so does the start of the Santa Shoebox Project’s annual mission to spread joy to underprivileged children across Namibia and South Africa. On 1 September 2024, pledges open for Santa s helpers (i.e. the South African public) to put together gifts for little ones who may otherwise not receive any. Every year, the nonprofit organisation collects and distributes personalised shoeboxes containing specific items chosen with the impoverished child in mind, addressing hygiene and education as well as providing end of year treats. To date, 1,226,576 shoeboxes have reached children in need. Deb Zelezniak, the Santa Shoebox Project’s CEO, says, While we celebrate this achievement, we recognise that many South Africans are faced with economic challenges none more so than those living in impoverished communities. The support of kind hearted donors countrywide ensures that even a small act of generosity can make a big difference to a child s life. To pledge, register on the Santa Shoebox Project website and follow the instructions. Once you’ve chosen your beneficiary child/ren, you can start decorating and packing your shoeboxes. Please ensure that each shoebox contains a toothbrush, toothpaste, soap, a washcloth, school supplies, a toy, sweets and an outfit of clothing all new, unused and age appropriate.Those short on time have the option of the Virtual Santa Shoebox . With just a few clicks, your shoebox will be filled with all eight required items, along with extras like school socks and books.Gift givers who can’t afford a full shoebox costing R450.00 can still contribute by making a monetary donation.“Let’s work together to ensure every child receives a gift of kindness these holidays, holidays,” concludes Zelezniak.Go to https://santashoebox.org.za to spread festive season joy.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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The Festive Season Starts Now:

It’s time to pledge Santa Shoeboxes for children in need. Almost eight million South African children live below the poverty line, resulting in many not receiving a Christmas gift. While it may still be cold outside, now is the time for warm hearts to come together to make a difference in the lives of vulnerable children. The Santa Shoebox Project, which brings festive season joy to more than 70 000 disadvantaged children each year, is giving teams the chance to get into the spirit of giving early, with the opening of Team Pledges on 1 August.Imagine Secret Santa but on a grand scale! By pledging 20 or more shoeboxes packed with treats and essential items, your team can light up the faces of children around South Africa and Namibia. Each box includes a toothbrush, toothpaste, soap, facecloth, school supplies, toys, sweets and an outfit of clothing, all new, unused and age-appropriate, chosen for a specific child living in the donors’ community.The magic doesn’t stop there. Team Pledges are all about fostering a sense of community. Alison Lurie of RE/MAX Living shares, “It brings everyone together… reminding us of the joy a little shoebox can give a child.”And for the kiddos in your team? Participating in the Santa Shoebox Project can be a valuable learning experience. As Tholsi Heeralall, a teacher at Assumption Convent School, explains, “Learners get to witness the impact their contributions have on another child’s life. This, in turn, fosters a sense of belonging to a South Africa that cares, while nurturing humility by reminding pupils of their own fortunate circumstances.”Beyond the joy of giving, Team Pledges also offer potential tax advantages for companies. It’s a win-win – your team builds festive spirit while potentially reaping rewards such as 135% procurement recognition and a 10% deduction under Section 18A of the Income Tax Act.To encourage other teams to join in on the festive gift-giving fun, Lurie says, “This is such a worthy cause and although it is a small act of kindness, it can have a big impact.”Heeralall adds that children are the future of our country, but some do not have the luxury of having the basics. “Knowing that your efforts can make their holiday season special is truly rewarding.”Ready to give children a reason to smile? Gather your colleagues, friends, or family and join the movement! Visit https://santashoebox.org.za/team-pledges to pledge your team’s participation. Let’s make this Christmas one of joy and goodwill.
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Transformative CSI Addresses Mental Health

Written by Deidré Vrede, board member of the JOG (Joy of Giving) Trust, governing body of the Santa Shoebox Project. Stress levels among South Africans have reached alarming heights, making it increasingly difficult for many to cope with life’s demands. Over 70% of South Africans admit to grappling with stress. Worse still, more than half are so overwhelmed by it that at times they cannot go to work. Health economists estimate that unaddressed mental health conditions cost the country’s economy approximately R161 billion per year, while depression and anxiety alone cost the global economy nearly US$1 trillion, according to the World Health Organization. As the demand for mental health services in South Africa grows, many expect employers to step in and assist. A growing body of research highlights the profound psychological impact that Corporate Social Investment (CSI) initiatives have on employees’ perceptions, attitudes, behaviours, and mental health. This includes increased alignment with the values of the organisation, job satisfaction, and prosocial behaviour, which, in turn affect employee engagement, organisational commitment, and job performance. Additional benefits identified by local companies include attracting top candidates, professional development, and improved retention rates – all key factors for a successful organisation. Beyond Philanthropy: Building psychological connections While 79% of South African companies participate in CSI because it is “the right thing to do,” many might not grasp the full potential of giving back. CSI goes beyond simply ticking a box – it has a profound psychological impact on everyone involved. The connection between businesses, their employees, and the communities they serve is deeply psychological. When a company mobilises genuine CSI efforts that demonstrate care and authenticity, it fosters a sense of connection, strengthening the psychological bond between all parties.While the positive psychological ripple effects across stakeholders undeniably contribute to a company’s success, the most transformative impact of CSI lies in fostering lasting psychological well-being within beneficiary communities. Putting Psychological Needs FirstGenerations of trauma often leave a deep mark on disadvantaged communities, making psychosocial support an essential element of effective CSI programs. Simply providing material support isn’t sufficient. To create lasting change, we must also address the underlying emotional and mental health needs of individuals. Building strong psychosocial support among beneficiary communities starts with empathy. By taking the time to listen to the stories of the people who live there and agreeing on appropriate interventions with them, businesses can embark on a meaningful journey, inviting employees along for the shared experience of giving back.Dala, an arts and crafts materials manufacturer, is a shining example of the impact that companies’ involvement in CSI initiatives can have. Recognising that art is often overlooked in schools – particularly those that are resource-limited – the company donates art supplies for inclusion in Virtual Santa Shoeboxes which are allocated to underprivileged children living in remote areas. Limpho Molomo, the company’s Head of Marketing and Communication, explained that when you allow children to be creative, you positively influence their mental and emotional development as well as their academic performance.Additionally, many of Dala’s employees, like most South Africans, have a shared experience in overcoming adversity. This awareness fosters a culture of empathy and purpose within the organisation and employees take pride in knowing that they can have a significant effect on the lives of children-in-need. Each crayon moulded and each bottle of paint can spark joy, inspire creativity, and ultimately, change lives. Through its CSI efforts, the company’s work transcends the factory floor, creating a legacy of hope.CSI is no longer a peripheral concern. It’s a strategic imperative that unlocks the potential for profound transformation.By investing in the psychological well-being of beneficiary communities, employees, and even customers, businesses can foster a ripple effect of positive change. -Ends-
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Local NPO Expands Board to Amplify the Joy of Giving

The JOG (Joy of Giving) Trust, custodian of the Santa Shoebox Project (SSP) – a collection of initiatives dedicated to uplifting underprivileged children in South Africa and Namibia – has elected Deidré Vrede and Samenthea Arendse to its board of trustees.Over the past 18 years, the Project has brought joy to over 1.3m children through its Traditional Santa Shoebox, Virtual Santa Shoebox and SSP Legacy initiatives.Vrede currently serves as Senior Manager: Corporate Social Investment and Wellness at the V&A Waterfront and is a registered counsellor with experience in working with at-risk youth in the education sector. This, coupled with a history of supporting non-governmental organisations (NGOs), has given her a unique understanding of the challenges faced at grassroots level, which, when applied to corporate strategy, produces positive results for all involved. She believes that it is her mandate to foster and bring meaningful, lasting change to individuals and the communities in which they live.Regarding her appointment she shares, “This is a huge honour for me. I am excited to contribute to the growth of what is already an amazing organisation that is changing lives.”Arendse, the Head of Finance (HOF) at Business Partners Limited, brings with her 18 years of experience as a finance professional along with her expertise in governance as a Certified Director. Fuelled by a deep desire to give back, her decision to join the Trust aligns with a personal commitment she made: to make her 40s a ‘decade of purpose’. “Having received a bursary from an NGO that enabled me to complete my Bachelor of Commerce degree, I wanted to pay it forward. In doing so, I hope to touch someone’s life who will one day be in a position to give back too. I am so grateful for the opportunity and the confidence that such a well-loved initiative has now put in me.”She hopes to leverage her skills to improve the Trust’s operations while also attracting new funders to grow its support base. “This will allow it to continue and expand the work that it does.”Executive Trustee and CEO of the Santa Shoebox Project Deb Zelezniak, says, “Deidré and Samenthea’s passion for making a difference aligns perfectly with our vision of giving, that goes beyond material or financial resources to include time, skills, knowledge, kindness and love. Their dedication and experience will be instrumental in helping us bring joy to even more children and to continue to uplift under-resourced communities countrywide. We are super excited to have these capable and compassionate women join our team!”
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Early Childhood Development Investment is Crucial

In South Africa, almost half of Early Childhood Development (ECD) centres lack basic necessities, with 45% having no indoor plumbing, and 40% lacking flushable toilets. Additionally, 34% don’t have a proper outdoor playground. These conditions can hinder a child’s development and well being, highlighting the urgent need for intervention.SSP Legacy, a division of the Santa Shoebox Project , is tackling this crisis head on by building their fifth facility in just four years, providing safe and nurturing environments for local children. Situated in KwaVala, near Winterton, a small town nestled in the foothills of the Drakensberg Mountain in KwaZulu Natal, the Zisizeni Creche will be transformed from a simple one roomed structure with a leaking tin roof, dusty floors and zero amenities into a supportive space for learning. The new building, set to accommodate up to 40 children, will consist of two classrooms, a sick bay, office , toilets, kitchen, food garden and secure, fenced in educational playground. A solar powered borehole is also on the wish list.The nonprofit organisation (NPO’s) CEO, Deb Zelezniak, says the decision to rebuild this particular crèche was made last year while the team was building in the neighbouring uThukela District. A teacher’s tears solidified our decision, decision,” she explains, referring to Phumelela Mazibuko at Zisizeni who wept, apologising for not being able to do more for the children in her care. We knew then and there we had to do the necessary.Reflecting on the milestone of building five ECD centres in four years, Zelezniak shares her pride, “We’re making a difference in communities around the country. Each year, every one of these ECDs impact the lives of more children. While each facility supports around 40 children, over the past four years we have provided buildings for 495 to learn in. With the addition of Zisizeni, this number will increase to 535 and continue to grow each year, as we have no plans of stopping.”Nikiwe Ngobese, a caregiver at the Qandokuhle Créche, the NPO’s most recent build, shares that now the facility is at a standard where the children can learn. “We are located in a rural area where infrastructure development is slow, but the Santa Shoebox Project rescued us from this situation. “We hope that the organisation will continue helping other centres in need.” “The parents were very pleased when they heard that there will be a crèche opening in our area,” adds Zodwa Ngwenya from Snethemba Educare, the Santa Shoebox Project s third undertaking which was built from the ground up on a vacant piece of land.Funding for the project is entirely sourced from private philanthropic contributions and the proceeds from the Virtual Santa Shoebox which enables donors to purchase shoeboxes online year round for donation to underprivileged children throughout South Africa. However, the organisation encourages individuals and compan ies to support the cause by donating funds or in kind contributions such as playground equipment, security systems, educational toys, books, and food.“Despite what we’ve been led to believe about budget allocations to early childhood development, it is becoming more difficult than ever for the women running these centres to access funding and infrastructure. Without a solid early childhood education, the impoverished children they tend to will find themselves entrenched in the poverty cycle. It is incumbent on those of us with resources who are able to assist, to step up. We simply cannot turn a blind eye to the needs of children,” ” concludes Zelezniak.To get involved, go to https://santashoebox.org.zaAbout 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: /santashoeboxebox Project
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Studies reveal that the development of prosocial behaviours amongst schoolchildren such as sharing with and helping others is positively associated with academic outcomes. Beyond the classroom, the cognitive competencies and social-emotional skills that learners develop as a result of practicing these behaviours also contribute to success later in life, with these being a significant predictor of their future education, employment and criminal activity, among other outcomes.
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