The spirit of the festive season has become an opportunity for SMEs to give back to society, thereby building their brands.
Corporate social responsibility has evolved from being an expensive endeavour to aligning with core values. Within the tough economic environment, SMEs are showing that social responsibility does not necessarily involve expensive programmes.
Small firms are thus touching the lives of their communities through food drives, discounts for those who cannot afford, and collaborations with non-profit organisations.
According to SME South Africa, one reason why SMEs result in high social impact is that they are close to their clients. A good example in this regard is that of Gauteng-based law firm, MNS Attorneys.
This company has incorporated community support into its work culture. Based in Sandton, the company has utilised the festive time every year to make a positive impact on communities in need and has also reaffirmed its corporate values.
MNS Attorneys sponsored the Healing Lives Charity Christmas Party during the Christmas season. This programme brought more than 100 children from five children’s homes across Ekurhuleni. This programme was meant to give the children the joy that comes with Christmas.
The event catered to children aged three months to 19 years old from the Phutanang Safe House, Dzulani Children’s Home, Shalom Children’s Ministries, Menzi Children’s Home, and Kuselo Child and Youth Care Centre.
Through this sponsorship, MNS Attorneys helped create a memorable day for the children, filled with laughter, joy, and the spirit of Christmas. In another charity drive, MNS Attorneys also partnered with the Methodist Church in Duduza for their Christmas Giving Program, where they delivered food baskets, blankets, and other basic items to needy families. This shows that through collaboration with such community bodies, SMEs not only reach wider, but they will not end up draining their finances either.
In the SME community, the argument for festive giving can be identified. Increasingly, people find themselves siding with corporations that take a serious interest in being social stewards, particularly when money has been invested in their community.
Business expert Paul Meyer, CEO of Assist 247, said festive-season giving has become a strategic trust-building tool rather than a branding exercise.
“For SMEs, credibility is built through proximity and consistency. When a business supports the same communities it serves, especially during emotionally significant periods like Christmas, customers view that brand as authentic rather than opportunistic,” he said.
MNS Attorneys brought Christmas magic to more than 100 children from Ekurhuleni’s children’s homes.
He also explained that smaller businesses are uniquely positioned to make a visible impact without the scale or cost associated with large corporate programmes.
“CSR no longer requires deep pockets. It requires alignment between values and action, and SMEs often do this better because their involvement is personal, local and immediate,” he concluded.
Emily@vutivibusiness.co.za
