Corporate social investment (CSI) projects' success heavily leans on the communication and participation within them. Strategies for these projects need to be extremely adaptable and those who run them need deep knowledge of the communities they serve and the contexts in which they work. Professor Elain Vlok is one of those people who can share her knowledge about these topics.
Professor Vlok is the Manager of the Clover Mama Afrika Trust, which is a leader on this front. With its strategies and approaches, it has changed lives and communities for over two decades.
The knowledge and expertise that is gained from managing such a project amid unique challenges faced in African communities is invaluable.
media update's Joreke Kleynhans heard from Prof. Elain Vlok, Manager of the Clover Mama Afrika Trust, about the challenges, opportunities and everything in between brought out by this project.
Clover Mama Afrika operates in African communities. What, in your opinion, are the most important matters to focus on in this sphere of CSI and how can organisations do it sensitively?
South African communities have a lot of challenges to navigate. From unemployment to food needs and water and electricity challenges, there are many areas that require assistance.
For Clover Mama Afrika, our focus has been to empower female community leaders, as we've found this creates meaningful impact. Not only do we upskill women who better their own lives, but they are able to transfer their skills.
It's important to us that our assistance is not based on a once-off donation, but rather the longer-lasting impact. This also allows us to adapt our assistance and contribution to each of the Mamas' specific needs, helping to make real differences.
In 2025, communication strategies have to adapt very quickly. How should organisations aim to adapt their strategies to better engage the African audience?
Communication has certainly evolved. We do a lot of work with our Mama Afrikas via WhatsApp and email, but being in rural communities, we still have challenges with unstable electricity. Therefore, we find in-person communication extremely efficient.
How do we engage our audience? By being amongst the people!
In the rural communities in which we work, you make a difference by being there, getting involved and getting your hands dirty with them.
If you want to upskill people, do so by example and by working and learning with them. They want to see that people care and this is better experienced by them in person.
Why is storytelling important when organisations like yours want success?
Storytelling enables us to celebrate our and our Mama Afrikas' successes. It allows us to reach others who may be able to help, as well as inspire other community leaders.
We believe that it is important to tell the stories of our Mama Afrikas and the work they are doing. Storytelling shares good work, good ideas and encourages the Mama Afrikas to keep going. It also provides the Mama Afrikas with exposure, as they're able to get marketing exposure and community awareness, which has led to local individuals and businesses supporting their endeavours.
By telling these stories we, as a trust, can only hope that bigger organisations notice the upliftment and empowerment we are trying to achieve and come forward to contribute donations, time and skills.
How has the role of communication in CSI regarding women's empowerment changed in South Africa during recent years?
The role of communication has changed in that the news and stories of women empowerment is more prominent than it used to be — female empowerment has become a big focus for many CSR and organisations.
However, the challenges we face are still the same, and with our focus in rural areas, our communication needs to be kept simple, accessible and local. Being hands on with our communication is key.
What are the biggest challenges faced when promoting women empowerment initiatives, especially in places where gender equality is still a work in progress?
There will always be naysayers and jealousy, unfortunately. But on a positive note, I don't think that we are facing as many challenges with promoting women empowerment as a project today.
The Mama Afrikas whom we are upskilling and uplifting are respected in their communities and really valued for the work they are doing. We have noticed that the men in these projects and communities also value and respect them. It is not uncommon for our female project leaders to both employ and train men now.
Yes, this may not have been the case 23 years ago when the project was started, but today these women are recognised for the hard work they are doing at their centres.
What are the ethical considerations, specifically regarding publicity, you believe to be most important when planning and executing initiatives like Clover Mama Afrika?
We also ensure our Mama Afrikas and the children that are in their care are looked after and protected. We don't share sensitive information if we don't have to, and we don't show the faces of children if permission has not been granted.
How important is the participation of different groups and communities when working toward a shared goal like that of Clover Mama Afrika?
By working together as a group, we see greater change and that is important. For example, during our training sessions, we come together with a shared goal and are able to reach these goals much faster.
The more Mama Afrikas that join a course, the more motivated they are. There is more information and skill sharing. The same can be said for the communities the Mama Afrikas are in: Positivity feeds positivity, and when the community gets involved, that's when we see the biggest changes.
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*Image courtesy of Canva