MEDIAS PORTRAYAL OF SOCIAL INVESTMENT ACTIVITIES

BY LOCAL BUSINESS IN THE EDEN DISTRICT,

WESTERN CAPE

Meredy Gibbs

Research report presented in partial fulfilment

of the requirements for the degree of
Master of BuMazsiness Administration
at Stellenbosch University

Supervisor: Dr Babita Mathur-Helm

Degree of confidentiality: A March 2016

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Declaration
I, Meredy Gibbs, declare that the entire body of work contained in this research report is my own,
original work; that I am the sole author thereof (save to the extent explicitly otherwise stated), that
reproduction and publication thereof by Stellenbosch University will not infringe any third party
rights and that I have not previously in its entirety or in part submitted it for obtaining any
qualification.

M. Gibbs 29 January 2016

17419638

Copyright 2016 Stellenbosch University

All rights reserved
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Acknowledgements
I am grateful to all the people around me who have encouraged, helped and loved me. Without
their support this task would have been very difficult.

My husband, thank you for your patience and understanding.

My parents, who are my role models. Thank you for the direction that you have provided for me.
Thank you for caring enough to support my development at all times.

To my siblings (Delene, Gerrit and Johann), thank you for keeping my head above water.

To all my friends who encouraged me to take this leap. Kerrin and Ping, thank you for always
believing in me and listening.

To Mrs Plattner for her financial support. I would not have been able to do this without your
assistance. This has been a life-changing experience.

To Myron, thank you for helping me source my data. I could not have done this without you.

Group 3 and the class of 2012 E1, thank you for sharing your knowledge and always being there to
assist when I needed help. I could not have asked for a better team.

My heavenly Father, my Saviour and my constant Companion, thank you for always being with me
and keeping me brave.
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Abstract
Non-profit organisations (NPOs) are reliant on the goodwill of businesses to remain sustainable.
Medias role in influencing and encouraging social investments is a critical factor in the success of
an NPO. The aim of the research was to evaluate how the media in small towns portray social
investment initiatives undertaken by businesses and to explore whether this portrayal has an
impact on such initiatives.

Secondary data gathered from newspaper articles in three local community newspapers from three
different Eden District towns, over a three-year period. Descriptive statistics were used to evaluate
patterns that exist between and within a specific newspaper.

Media portrayal of social investment was evaluated using three dimensions: the attention given to
the social investment articles, the positioning of these articles, and positive or negative slant of the
articles. This part of the research established the overall media attitude towards corporate social
investment.

Deeper analysis was done on the donating habits of donors that regularly donate, with the aim of
seeing whether donors give consistently to specific NPOs or similar projects. Recipients that
received donations more than once were analysed to ascertain whether repeated media coverage
could lead to further donation from new donors.

The research found that newspapers report consistently on social investment throughout the year;
however, activities peak over certain periods. These peaks can be divided into sections, with
external factors affecting all three towns, and town-specific factors. The research further showed
that the percentage of articles placed in prominant position is high overall in rural local
newspapers, indicating that all the newspapers place value in corporate social investment.

Donors predominantly donated product or items purchased rather than financial resources, with
social initiative receiving the greatest amount of exposure. Other development sectors that
received attention varied by town. The percentage of donors who give repeatedly to the same
entities or to a specific type of project was minimal, indicating that businesses have not developed
relationships with specific entities or NPOs.

A relationship was established between articles published regarding the recipients of donations
and the receipt of new donations, indicating that the more publicity a recipient receives, the more
likely it is to receive the attention of new donors. The articles placed about NPOs or needs that
exist in the community gain the attention of businesses and influence where their funds will be
spent.
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The study found that media is able to influence organisations, whether it is by peer pressure (i.e.
an organisation trying to keep up with competitors who are participating in social investment), an
NPO highlighted with a need, or a moral obligation.

Key words

NPO

Corporate social investment

Corporate social responsibility

Media
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Table of contents

Declaration ii

Acknowledgements iii

Abstract iv

List of tables ix

List of figures x

List of acronyms and abbreviations xi

CHAPTER 1 INTRODUCTION AND PROBLEM STATEMENT 1

1.1 INTRODUCTION 1
1.2 PROBLEM STATEMENT 3
1.3 RESEARCH OBJECTIVES AND AIM 3
1.4 METHODOLOGY 4
1.5 CLARIFICATION OF KEY CONCEPTS 4
1.5.1 Non-profit organisation 4
1.5.2 Private sector 4
1.5.3 Eden District 4
1.5.4 Article 4
1.5.5 Development sector 5
1.6 IMPORTANCE/BENEFITS OF THE STUDY 5
1.7 CHAPTER OUTLINE 5

CHAPTER 2 LITERATURE REVIEW 6

2.1 INTRODUCTION 6
2.2 CORPORATE SOCIAL INVESTMENT 6
2.2.1 Understanding corporate social investment and corporate social responsibility 6
2.2.2 External influence on corporate social investment in South African businesses 9
2.2.3 Internal factors that influence corporate social investment in South African
businesses 12
2.2.4 Changes in corporate attitudes towards corporate social investment 12
2.6 SUMMARY 19

CHAPTER 3 RESEARCH METHODOLOGY 21

3.1 INTRODUCTION 21
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3.2 DATA COLLECTION 21

3.3 SAMPLING 21
3.5 DATA ANALYSIS 22
3.6 ETHICAL CONSIDERATIONS 24
3.7 SUMMARY 24

CHAPTER 4 FINDINGS 25
4.1 INTRODUCTION 25
4.2 HOW DOES THE MEDIA IN SMALL TOWNS PORTRAY SOCIAL INVESTMENT
INITIATIVES UNDERTAKEN BY BUSINESSES? 25
4.2.1 Attention 25
4.3.2 Prominence 28
4.3.3 Valence 31
4.3 DOES MEDIAS PORTRAYAL AFFECT THE SOCIAL INVESTMENT INITIATIVES
OF BUSINESS? 32
4.3.1 Donors 32
4.3.1.1 George Herald: Donors 32
4.3.1.2 Mossel Bay Advertiser: Donors 33
4.3.1.3 Oudtshoorn Courant: Donors 35
4.3.2 Recipients 36
4.4 SUMMARY 37

CHAPTER 5 SUMMARY, CONCLUSION, RECOMMENDATIONS, LIMITATIONS AND

WAY FORWARD 38
5.1 INTRODUCTION 38
5.2 SUMMARY OF STUDY 38
5.3 CONCLUSIONS 39
5.3.1 Attention 39
5.3.2 Prominence 40
5.3.3 Valence 41
5.3.4 Donors 41
5.3.5 Recipients 42
5.4 RECOMMENDATIONS 43
5.4.1 Recommendations for local government (events) 43
5.4.2 Recommendations for NPOs 43
5.4.3 Limitations 43
5.4.4 The way forward 44
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5.5 FURTHER RESEARCH 44

REFERENCES 45

APPENDIX A: Number of Articles per Newspaper 50

APPENDIX B: Number of Articles on odd number pages 51

APPENDIX C: Number of Favourable Articles 52

APPENDIX D: Number of Articles by Development Sector (George Herald) 53

APPENDIX E: Number of Articles by Development Sector (Mossel Bay Advertiser) 54

APPENDIX F: Number of Articles by Development Sector (Oudtshoorn Courant) 55

APPENDIX G: The structure of the South African non-profit institution classification 56

APPENDIX H: Donors that repeatedly given to a Specific types of Project or Entities

(George Herald) 58

APPENDIX I: Donors that repeatedly given to a Specific types of Project or Entities

(Mossel Bay Advertiser) 61

APPENDIX J: Donors that repeatedly given to a Specific types of Project or Entities

(Oudtshoorn Courant) 63

APPENDIX K: Medias influence by evaluating recipients coverage: George Herald 65

APPENDIX L: Medias influence by evaluating recipients coverage: Mossel Bay

Advertiser 68

APPENDIX M: Medias influence by evaluating recipients coverage: Oudtshoorn

Courant 70
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List of tables
Table 2.1: Eden District municipalities: GDPR growth 19
Table 2.2: Demographic information 19
Table 3.1: Distribution and circulation information 22
Table 4.1: Total articles in prominent positions 30
Table 4.2: Unfavourable articles in newsmedia (20132015) 31
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List of figures
Figure 2.1: Carrolls CSR hierarchy 7
Figure 2.2: Stakeholder approach to CSR (Freeman, 1984) 8
Figure 2.3: Drivers of CSI 10
Figure 2.4: Average CSI spend by most important business rationale 11
Figure 2.5: Expectation of corporates when providing support 11
Figure 2.6: Distribution of NPO support and resources by region 15
Figure 2.7: Distribution of CSI funding by development sector 16
Figure 2.8: Parabolic curve of entry and exit for a double page spread 17
Figure 4.1: Number of articles per month George Herald 26
Figure 4.2: Number of articles per month Mossel Bay Advertiser 27
Figure 4.3: Number of articles per month Oudtshoorn Courant 27
Figure 4.4: Number of articles on odd-numbered pages George Herald 29
Figure 4.5: Number of articles on odd-numbered pages Mossel Bay Advertiser 29
Figure 4.6: Number of articles on odd numbered pages Oudtshoorn Courant 30
Figure 4.7: Number of articles by development sector George Herald 32
Figure 4.8: Resources donated George Herald 33
Figure 4.9: Number of articles by development sector Mossel Bay Advertiser 34
Figure 4.10: Resources donated Mossel Bay Advertiser 35
Figure 4.11: Number of articles by development sector Oudtshoorn Courant 35
Figure 4.12: Number of articles by development sector Oudtshoorn Courant 36
Figure 5.1: Percentage of articles by development sector 42
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List of acronyms and abbreviations

ACSA Airports Company of South Africa

ACVV Afrikaanse Christelike Vrouevereniging

B-BBEE Broad-Based Black Economic Empowerment

CBOs community-based organisations

CSI corporate social investment

CSR corporate social responsibility

DSD Department of Social Development

FBOs faith-based organisations

GDPR gross domestic product per region

GH George Herald

GTL gas-to-liquid

KKNK Klein Karoo Nasionale Kunstefees

MBA Mossel Bay Advertiser

NGO non-governmental organisation

NPO non-profit organisation

OC Oudtshoorn Courant

OCC Outeniqua Wheelchair Challenge

SA South Africa

SI social investment

SMEs small and medium sized enterprises

Stats SA Statistics South Africa

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CHAPTER 1
INTRODUCTION AND PROBLEM STATEMENT

1.1 INTRODUCTION

The needs of the community continue to outpace the capacity of social service non-profit
organisations (NPOs). South Africa currently has 5.5 million unemployed people out of the 26.4
percent economically active population (Le Cordeur, 2015). As the complexity of socio-economic
problems increases, it is becoming increasingly more obvious that cross-sector collaboration and
private sector involvement will be required in finding the solutions (Austin & Seitanidi, 2012: 727).

NPOs require regular and continuous funding to remain sustainable. Although some of their
sources of funding are reasonably stable, i.e. paying on a monthly basis (e.g. government
subsidies), they are usually prescriptive on how the funds are spent. This means that NPOs often
need to source alternative means of funding new projects or to cover administration costs. This
lack of certainty regarding continuous streams of revenue means that NPOs are often short-term
focused, as they would otherwise not be able to guarantee their continued service delivery. Swilling
and Russell (2002: 86) identified lack of a sustainable funding base and lack of organisational
and managerial capacity as the two major obstacles influencing capacity. The inability to raise and
manage funds in turn is linked to the organisations lack of organisational capacity (Swilling &
Russell, 2002: 89). Community-based NPOs focus on accomplishing their social goals, with little or
no managerial expertise, business planning or financial training. Small budgets with little flexibility
leave little room for the reinvestment in developing human resources and systems (Kapucu, 2012:
175). In South Africa (SA), NPOs derive their income from four main sources (Lehohla, 2013: 23):

Government subsidies;
Local donations;
Fund raising; and
Membership fees.

Government subsidies make up the largest portion of income received by many NPOs (Lehohla,
2013: 23). To qualify for government or the National Lottery funding, NPOs are required to have a
registration number. The National Lottery funding is erratic and unpredictable. Even with the
registration number, NPOs have no guarantee that they will receive funding. Of the 150 000 non-
governmental organisations (NGOs) currently operating in SA only 100 000 are registered (Stuart,
2013).

The support that NPOs receive is erratic; as a result, many South African NPOs are experiencing
sustainability issues. Lack of funding has led to many NGOs terminating their services, scaling
back or drastically reducing staffing (Ngopulse, 2012a). Government has significantly reduced its
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support, with the bulk of its spending channelled into social security grants (Stuart, 2013). The
global recession has negatively affected donation income received from individuals. International
donors have transferred their focus to more needy countries after South Africas re-classification to
being a middle-income country (Davis, 2013).

Donor habits are often fickle and led by political agendas or causes that are celebrated in the
media, e.g. AIDS, education, gangsterism and violence. Issues that are not voter friendly are
unlikely to receive government or donor support (Gastrow, 2008). In many cases when government
finally gets involved, it is to the extreme and unsustainable. In the process, individuals or corporate
sponsors who were donating to the cause transfer their resources elsewhere as they assume the
cause is now receiving funding from an alternative source.

The volatile funding environment created by uncertain government and fluctuating donor support
means that NPOs need to find alternative sources of funding to supplement their income. Private
sector funding, unlike government funding, is faster to react to immediate needs, achieving greater
efficiency and maximum impact (Hinson & Ndhlovu, 2011: 341).

The media, with its ability to influence public perceptions and agendas, is a valuable tool. Erfle and
McMillan (1990: 123) noted that media coverage not only influences the public preferences, but
also helps set public agendas. The media not only plays the role of intermediary between
companies and various stakeholders, but also performs a role of regulator in evaluating corporate
behaviour and reporting corporate misdeeds (Wright, 2001; Brammer & Pavelin, 2005: 43).

The importance of a particular topic is portrayed using three dimensions (Kiousis, 2004: 73-74):

Attention: the number of news stories indicates the salience of a particular topic in the media
(Dearing & Roger, 1996);

Prominence: the placement, length and treatment of an article can attract or detract from the
message (Watts, Mazza & Snyder, 1993: 414);

Valence: the intrinsic undertone to the message, being positive or negative, can influence the
readers view on a topic through subtle cues (Ghanem, 1996; McCombs, Llamas, Lopez-
Escobar & Rey, 1997).

The media plays a significant role in influencing social investment. Mass media has the ability to
influence corporate behaviour and corporate social responsibility (CSR) in particular (Baron, 2005;
Berman, Wicks, Kotha & Jones, 1999; Chen & Meindl, 1991; Fombrun & Shanley, 1990; Henriques
& Sadorsky, 1999; Siegel & Vitaliano, 2007; Zyglidopoulos, Georgiadis, Carroll & Siegel, 2011:
1622). The size of a firm and the media exposure it receives are positively related to its corporate
social investment (CSI) spend (Brammer & Pavelin, 2005: 42).
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1.2 PROBLEM STATEMENT

NPOs are reliant on the goodwill of businesses and individual public donors to remain sustainable.
Since medias role in influencing or encouraging social investments is a critical factor in the
success of an NPO, it is therefore important to understand how they can provide support to these
entities and communities in need.

Media plays many roles. In its role of regulator or watchdog, it is able to report corporate misdeeds,
thereby using public opinion to enforce socially responsible behaviour in businesses. In its role of
intermediary and reporter, it is able to highlight needs within the community or a cause (NPO) that
needs assistance, creating the opportunity for external parties to assist. The media is able to
provide information on work done by various NPOs through advertorials, as well as fundraising
initiatives planned and in need of support. Media has the ability to influence public preferences
(Erfle & McMillan, 1990: 123) and to create a positive image of a business through acknowledging
their social investment initiative (Grafstrom & Windell, 2011: 235). It is in this way that media holds
the power to sway or encourage CSI and influence businesses behaviour.

The Eden District was used for this research as it provides an opportunity to explore social
investment in smaller communities. All of the towns selected have shown positive real growth in
the last decade, are in close proximity to each other, and have differing economic sectors and
make-up.

The research reviewed the social investment made by businesses within the Eden District and
media portrayal of such investments. Although there have been some minor studies investigating
corporate social responsibility in relation to media coverage, none of them have taken into account
attention, prominence and valence given to the social investment media coverage. The review
collected data by reviewing the print media of three local newspapers from three different Eden
District towns.

The research further identified the types of social investment activities undertaken by businesses in
the Eden District, the resources transferred, and patterns in activities. With the majority of
corporate social investment funding allocated to urban areas, this research gives a better
understanding of local CSI activities in small towns, in developing economies, and how the media
portrays this and reports on these activities.

1.3 RESEARCH OBJECTIVES AND AIM

The key objective of this study was:

To investigate how the media in small towns portray social investment initiatives
undertaken by businesses and to explore whether medias portrayal affects the social
investment initiatives.
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The primary aim of this study was to provide a comprehensive picture of medias portrayal of
corporate social investment initiatives undertaken by businesses in the Eden District. The
secondary aim was to establish whether there have been changes in reporting or attitudes
regarding social investment activities over the last three years, within or between these towns.

1.4 METHODOLOGY

A conceptual methodology was used, where literature formed the basis for arguments and deeper
discussions regarding the drivers of corporate social investment within small towns, medias
portrayal of this investment, and the influence that this has on social investment spend. Secondary
data was gathered from literature and various sources such as newspapers, government websites
and district municipality reports. This data was used to discuss these concepts and interpret the
findings from the research.

1.5 CLARIFICATION OF KEY CONCEPTS

1.5.1 Non-profit organisation

NPOs consist of civil society organisations made up of NGOs, community-based organisations

(CBOs), and faith-based organisations (FBOs). NPOs are defined as a legal entity (self-governing),
established for a public purpose (not-for-profit) and of which the income and property may not be
distributed to their members or office bearers, except as reasonable compensation for services
rendered (Lehohla, 2013: 11).

1.5.2 Private sector

The private sector is the section of the economy in which organisations or businesses operate,
excluding households, government and NPOs.

1.5.3 Eden District

The Eden District is the second largest non-metro district in the Western Cape Province and is
home to seven non-metro municipalities, namely George, Mossel Bay, Knysna, Oudtshoorn, Bitou,
Hessequa and Kannaland.

1.5.4 Article

For the purpose of this study, an article will refer to any editorial, letter, article, photo with notation
or advertorial that mentions a specific business transferring resources (financial, human, product,
etc.) for the purpose of helping with a social initiative and that pertains to disadvantaged groups or
individuals or development sector.
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1.5.5 Development sector

Development sectors are social initiatives and the classification used for this research was based
on the Department of Social Developments structure of the South African non-profit institution (see
Appendix G for further detail).

1.6 IMPORTANCE/BENEFITS OF THE STUDY

The findings should give insight into the importance that media places on social investment made
by businesses in small towns, with the types of CSI activities indicating the priorities and needs
within these small towns.

The research should furthermore give insight into the trends related to business involvement in
social investment activities in small towns. This research adds to the field of business and society,
investigating media as a driver of CSR within small towns in developing economies.

1.7 CHAPTER OUTLINE

Chapter 1 introduces the research study and defines the research problem and objectives.

Chapter 2 reviews the literature related to the research problem. Firstly, the role NPOs in society is
evaluated. Thereafter, the literature review focuses on corporate social responsibility, the concept
and understanding thereof, as well as the internal and external drivers thereof.

Chapter 3 communicates the research design and the procedures that were employed while
conducting the research study.

Chapter 4 provides a discussion of the findings in relation to previous research.

Chapter 5 provides the main findings, a conclusion, as well as limitations of this study. It also offers
some recommendations for future research.
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CHAPTER 2
LITERATURE REVIEW

2.1 INTRODUCTION

The literature review started with studies done in the areas of corporate social investment,
corporate social responsibility and the various theories encouraging private sectors social
investment. External and internal factors that influence social investment were reviewed,
highlighting the benefits received from giving, increased awareness and changes in private sector
attitudes towards social investment. Literature on the role that media plays in social investment (SI)
was also reviewed.

With the majority of CSI spend being transferred to NPOs, the NPO sector was explored and in
particular the role they play in society, the benefits of forming partnerships with third parties,
funding, and the development sectors currently receiving attention.

The literature review provided a background for aspects that would be given attention in media
articles. The benefits received from participating in CSI activities were highlighted as the motivating
factor behind the CSI initiative and acted as the basis of the media investigation. Information was
provided on the Eden District for information purposes and as a backdrop for the findings and the
conclusion and recommendations of the research. Together, this provided a foundation and
framework for the study.

2.2 CORPORATE SOCIAL INVESTMENT

2.2.1 Understanding corporate social investment and corporate social responsibility

The term corporate social responsibility (CSR) is often confused with corporate social investment
(CSI). Although they are often connected, one does not necessitate the other. A business can
therefore participate in CSI, but not be considered socially responsible due to mistreatment of staff
or the environment, etc.

Corporate social investment refers to the transfer of resources. Trialogue (2014: 36) differentiates
corporate social investment through two definitions:

Broad definition: All social spend, including social investment made by other business
divisions whether cash, non-cash, goods, products or volunteering of time.

Narrow definition: Expenditure made towards specific CSI initiatives, through a CSI
department, division or foundation.
 7

Where CSI refers to the act of giving, CSR refers to the way in which an organisation does
business. Bowen (1953: 6) defined CSR as the obligation of business to pursue policies and make
decisions in line with the values and objectives of society. McWilliams and Siegel (2001: 117)
defined CSR as actions that appear to further some social good, beyond the interests of the firm
and that which is required by law. Morsing and Perrini (2009: 1) defined it as the corporate
endeavour to engage in socially responsible behaviour. CSR therefore refers to the way a
business conducts itself, i.e. its commitment to behaving ethically and to contributing towards the
economic development of its workforce, their families, the local community, and society at large.

Carroll (1991) defined CSR as a four-part construct, with economic responsibility forming the
foundation upon which all others rest (Jamali, Zanhour & Keshishian, 2009: 359). Figure 2.1
represents this construct.

Figure 2.1: Carrolls CSR hierarchy

Source: Jamali, Zanhour & Keshishian, 2009:359.

These four main responsibilities of an organisation are not mutually exclusive and include:
economic obligation (making a profit, creating jobs, wages and services), legal (legal compliance,
playing by the rules), ethical responsibility (morality, doing what is just and fair) and discretionary
responsibility (philanthropic contributions). Using Carrolls model, Jamali et al. (2009: 359) inferred
that organisations give priority to the different responsibilities according to their size, structure and
needs.

Characteristics that define socially responsible companies (Russo & Perrini, 2010: 208):

They do so voluntarily (Davis, 1973);

The relationship between business and society is long-term (Ackerman, 1975; Preston &
Post, 1975);

Integration occurs, i.e. reciprocal relationship/ partnerships and creation of value (Garriga &
Mele, 2004).
 8

Businesses do not exist in isolation and are dependent on society for their support, human
resources and interaction. The stakeholder approach popularised by Freeman (1984) recognised
new external stakeholders beyond the traditional pool shareholders, customers, employees, and
suppliers (Figure 2.2).

Figure 2.2: Stakeholder approach to CSR (Freeman, 1984)

Source: Adapted from Jamali, Zanhour & Keshishian, 2009: 359.

The stakeholder approach recognises the importance of the organisations relationships with all
stakeholders and that business and society are dependent on each other and cannot act in
isolation, any group or individual who can affect, or is affected by, the achievement of a
corporations purpose (Freeman, 1984 cited in Crane, Matten & Spence, 2008:109). As the
primary creators of wealth, the private sector is an integral part of society.

Crane et al. (2008:5) referred to CSR is a cluster concept which overlaps business ethics,
corporate philanthropy, corporate citizenship, sustainability, and environmental responsibility.

It can clearly be seen that business and society are intertwined and dependent on each other.
Because of this view, organisations have taken on a human persona and are judged by their
actions. The media play a vital role, as a stakeholder, presenting organisations actions to the
public for their approval or disapproval.
 9

2.2.2 External influence on corporate social investment in South African businesses

Government places pressure on businesses through legislation and incentives to encourage them
to participate in CSI activities. CSI in SA has largely been influenced by historical circumstances
centred on redressing past apartheid ills and government regulations. According to Hinson and
Ndhlovu (2011), CSI initiatives in organisations are primarily prompted by legislative requirements.
Two key legislative frameworks have encouraged and formalised CSI initiatives in South Africa:

The Broad-Based Black Economic Empowerment (B-BBEE) Act of 2003 places pressure on
companies to play an active role in poverty alleviation (Hinson & Ndhlovu, 2011: 335). It is aimed at
ensuring greater black participation in the economic future of the country. A good B-BBEE rating
improves organisations with more chances of trade. The B-BBEE Codes of Good Practice created
a practical framework in which to implement this, i.e. using a grading scorecard. The grading
scorecard attributes five percent of the total score to socio-economic development, i.e. CSI
projects.

The King II Report published in 2002 introduced the concept of integrated sustainability reporting.
Integrated sustainability reporting provides stakeholders with information to assess the economic
value of the company as opposed to its book value, including what they are contributing towards
the environment and society. The Johannesburg Securities Exchange adopted the King II Report
recommendations, requesting listed companies to comply or explain their level of non-compliance
(Ngopulse, 2012b).

South Africa grants marginal tax benefits to individuals or organisations that make charitable
contributions. Tax-deductible donations are limited to ten percent of taxable income and must be
made to an approved public benefit organisation or qualifying institution (Musviba, 2014). This
encourages organisations to assist registered NPOs, contributing to their sustainability. The
estimated R1.2-billion given towards philanthropic activities can therefore partially be attributed to
the tax incentive (Nxumalo, 2013).

The external pressure placed by government through these frameworks and tax initiatives has
brought CSI to the fore, increasing societal awareness within organisations.

Hess et al. (cited in Crane et al., 2008: 272-277) identified three main drivers of CSI:

Competitive advantage: The internet and technology has evened the playing field, as
resources are now more accessible to everyone. Organisations are therefore turning towards
less tangible sources for competitive advantage. CSI initiatives create a more positive image
for the organisation than traditional corporate philanthropy. It is perceived as less self-
serving, as organisations do not only give money, but also time and talent. These initiatives
build an organisations reputation and brand image.
 10

New moral marketplace: The attitudes of consumers, employees, government, investors and
other stakeholders affect the capital, consumer and labour market. This is a form of peer
pressure, where organisations report on their social impact in order to compete against rival
firms for recognition.

Comparative advantage: Certain corporate sponsors have a comparative advantage over

government and non-profit organisations in solving certain social problems, e.g. their
knowledge base and stock of resources exceed those of government or NPOs addressing
these issues.

According to a survey done with 99 businesses from varying sectors, moral imperative (85%) and
reputation (65%) have been cited as the two main motivators for CSI initiatives (Trialogue, 2014:
40). Figure 2.3 indicates the main drivers of CSI according to the 2014 survey.

Figure 2.3: Drivers of CSI

Source: Adapted from Trialogue, 2014: 40.

Even though the industry sector charter did not rank high on the list of motivators, it accounts for
the largest portion of CSI spend, R154 million (Figure 2.4).
 11

Figure 2.4: Average CSI spend by most important business rationale

Source: Adapted from Trialogue, 2014: 40.

Chapple and Moon (2005:416) confirmed that CSR initiatives could be identified by their underlying
strategic purpose (e.g. legitimacy, competitive advantage), by their drivers (e.g. social regulation,
market, government regulations) and manifestations (e.g. economy, ethics, legal, discretionary).

Figure 2.5: Expectation of corporates when providing support

Source: RSA, 2012: 7.

Figure 2.5 reflects the organisations expectation from the provision of support. The expectation of
reporting on the impact of donation can largely be attributed to the organisational shift toward
sustainability and a need to see that their funds are being well administered. The section 18A
receipts further indicated that tax considerations play an important role in the decision-making
when funds are spent.
 12

2.2.3 Internal factors that influence corporate social investment in South African
businesses

The approach and extent of private sector involvement in CSR can be linked to the size of the
organisation and the ownership structure or type. Research suggests that small and medium-sized
enterprises (SMEs) are involved in CSR, often unknowingly (Jenkins, 2004; Perrini, Russo &
Tencati, 2006), through their management of a large number of social, economic and environment
issues, but that terminology or language used often varies (Roberts, Lawson & Nicholls, 2006;
Jamali et al., 2009: 357). The managerial styles of large and small businesses differ in structure,
affecting the amount of involvement and nature of the CSR activities (Tilley, 2000; Sweeney, 2007:
517). Owners in small businesses often transfer their personal aspirations and philosophies
(Hannan, 1998; Sweeney, 2007: 517; Jamali et al., 2009: 358), values, morals, policies and
everyday practices (Murillo & Lozano, 2006; Jamali et al., 2009: 358) onto the business. By
establishing mutual help relationships with NPOs they are able to increase their markets, reflect
stability, enhance reputation, and increase consumer confidence and loyalty (Morsing & Perrini,
2009: 3). CSR gives SMEs the opportunity to network across sectors and invest in social capital
(Morsing & Perrini, 2009: 3). SMEs are reliant on interpersonal relationships for their existence.
SMEs relationships are based on trust and characterised by personal engagement, making them
less formal and important role players within their communities (Perrini, 2006). SMEs are more
likely to see CSR in terms of employee motivation and retention, and community involvement
(Jenkins, 2006). Many SMEs consider CSR synonymous with employee health and safety,
improved work environment and productivity, and a method to differentiate themselves in the
market (Murillo & Lozano, 2006; Mosing & Perrini, 2009: 3). Luken and Stares (2005: 50) indicated
that SMEs found that their involvement in CSR activities brought about immediate benefits that
included: financial savings (reduction in water use, energy and raw material consumption);
environmental improvements; social improvements and production improvements. Nordic SMEs
consider CSR a platform to improve competitiveness, whereas European SMEs perceive CSR to
be a threat and a burden (Maloni & Brown, 2006; Mosing & Perrini, 2009: 4). Stakeholder pressure
is still considered the greatest motivator for CSR within SMEs.

Nevertheless, no matter what size the business is or the reason for participation, studies have
shown benefits to all concerned through the participation in CSR. Cahan, Chen, Chen and Nguyen
(2015: 419) indicated that favourable media coverage on an organisations CSR performance led
to an increase in the firms value and the lowering of its cost of capital. Cahan et al. (2015: 419)
further found that CSR initiatives provided firms the opportunity of enhancing their media image.

2.2.4 Changes in corporate attitudes towards corporate social investment

Corporate social responsibility is intrinsic and refers to the way an organisation does business. It
requires organisations to have the ability of balancing various stakeholder interests within its
 13

strategic and operational planning (Hinson & Ndhlovu, 2011: 333). Organisations want to see that
the funds they have employed in CSI initiatives are making a difference in the community.
Initiatives must connect to the core value of a firm by fulfilling a need expressed by relevant
stakeholders or in recognition of a specific community problem.

Corporate attitudes towards social investment have changed. Recent years have seen a shift in
corporate philanthropic activities from the giving of donations to a more strategic approach.
Strategic philanthropy is the seamless integration of the needs of both the business and charitable
cause, creating value for both parties. It is based on the premise that organisations and society
need each other to succeed. People need help solving their problems, not just money (Hess,
Rogovsky & Dunfee, 2002: 113). Hess et al. (2002 cited in Crane et al., 2008: 271) report that
many organisations link these initiatives to their organisational core competencies. Strategic
philanthropy provides a mechanism to promote company values and strengthen consumer
relationships, while benefiting the NPO with additional resources such as finance, marketing and
human capital. This method of philanthropy brings attention to not only the cause, but also to the
organisation supporting it, thereby benefitting both. Originally CSI initiatives focused on health care
and education; however, the focus has shifted to sustainable development, governance issues and
questions of public-private partnership (Hannan, 1998: 438-443, Hinson & Ndhlovu, 2011: 335).
There is a clear movement away from a purely transactional exchange of resources towards
intense interaction or the forming of cross-sector partnerships (Axelsson & Eaton, 1992; Seitanidi &
Ryan, 2007: 256).

2.3 NON-PROFIT ORGANISATIONS

2.3.1 NPOs role in society

NPOs play a vital role in assisting government to deliver on its constitutional mandate; without their
intervention, the suffering of the poor, sick or marginalised would be far worse.

Society looks to NGOs to fulfil these unmet social needs (McKenzie & Company, 2001: 19). NPOs
essentially perform two main functions:

To assist in the alleviation of poverty by expanding the access to social and economic
services to the poorest of the poor (Swilling & Russell, 2002, 4; Motala & Husy, 2001: 77-78)

To safeguard the interests of the disadvantaged sector of society by acting as watchdog on

governments public policies and practices (De Wet, 2010: 3-4).

According to Morris, Webb and Franklin (2011: 950), the increased need for funding can be
attributed to increased competition amongst NPOs for scarce resources, new societal needs that
are being recognised and requiring attention, and the increased demand for NPOs to address
societys needs.
 14

2.3.2 Partnering with NPOs

Many businesses are not equipped to run or administer social investment projects, hence
partnering with NPOs allows businesses to achieve social investment goals. NPOs have a
comparative advantage due to their consultative approach to service delivery, focus on community
empowerment, and ability to respond more directly and immediately to needs of the community
(RSA, 2005: 50). Partnering with an NPO provides a business with on-the-ground legitimacy in the
communities where they operate, as well as knowledge and expertise, and implementation
capacity (Kindornay, Tissot & Sheiban, 2014). Intangible benefits include improved reputation,
increased staff morale, enriched corporate culture and increased stakeholder support (Austin,
2000: 76).

Partnerships between NPOs and the private sector provide necessary resources such as funding
and skills to the NPO, assisting it in achieving its goals. NPOs through corporate endorsement are
bestowed power and influence (Hardy, Phillips & Lawrence, 2003: 328). The collaborating with
businesses often leads to NPOs emulating the organisation from which they receive funding.
Public and private sector concepts and tools have been adopted, resulting in more streamlined
managerial structures and a higher degree of professionalism within the NPOs, i.e. basic strategic
planning, monitoring, evaluation and general management skills (Stuart, 2013). Partnerships
between NPOs and the private sector present an opportunity for the transfer of knowledge and
skills (Cropper & Palmer (cited in Cropper et al., 2009), Du Plessis, 2014: 16). This indicates that
involvement that businesses have with society can benefit the community and the organisations
that assist them.

NPOs lack capacity with regard to financial and human resources, often leading to a high staff
turnover and a lack of long-term planning and security, as they are unable to guarantee continued
and sustained interventions. NPOs lack the fundraising skills, financial aptitudes and systems,
administrative ability concerning reporting requirements from government and sponsors and
ineffective management boards (Minzner et al., 2014: 549). NPOs have a management skill
capacity shortage at a senior level (McKenzie & Company, 2001: 71-72). Lack of managerial skill
leads to confusion about roles and responsibilities, an organisational disconnect with vision and
mission and lack of financial control (Du Plessis, 2014: 14-15). Capacity building can be addressed
through formal or informal channels, e.g. on-the-job training, mentoring, conferences, formal
training and cross-sector partnerships (Kapucu, 2012: 179, Minzner et al., 2014: 563).

NPOs are limited in the services that they are able to provide. The NPOs dependence on external
financial support may compromise their ability to pursue developmental policies according to their
values, vision and preferred mode of operation (RSA, 2005: 50). Funding insecurities often prevent
NGOs from implementing large-scale programs (McKenzie & Company, 2001: 14) and because
they rarely follow a uniform standardised approach, outcomes fluctuate. A lack of stakeholder co-
 15

ordination often leads to the fragmentation and duplication of services (RSA, 2005: 48). The
resources that the private sector can provide, both tangible (e.g. assets, labour etc.) and intangible
(e.g. training and knowledge), can not only assist, but can also lead to the NPOs sustainability or
self-sustainability.

2.3.2 CSI funding to NPO and development sectors

An estimated R8.2 billion was spent on CSI in 2013/2014, with the bulk of the funding allocated to
NPOs (Trialogue, 2014: 44). A large portion of the total CSI spend comes from a small group of
large companies, predominantly in the mining and financial sectors (Hamann, 2009: 442). The
largest portion of CSI spend is allocated to national projects and projects located in the Gauteng
province (Trialogue, 2014: 41). Corporate funders tend to support NPOs that follow a similar
geographical footprint as themselves (Trialogue, 2014: 42). In South Africa 66 percent of CSI
budgets are spent in urban areas (RSA, 2005: 45). This means that small towns NPOs are less
likely to receive funding from large national or multinational companies. Local CSI makes up most
of the shortfall NPOs experience. The support that the local private sector is able to provide is
dependent on their earnings and the state of the economy. Figure 2.6 indicates the distribution of
private sector to NPO from 2013 and 2014, as well as the percentage of funds spent in each
region.

Figure 2.6: Distribution of NPO support and resources by region

Source: Trialogue, 2014: 42.

The importance of education in addressing inequality is one of the most important issues facing
South Africa. Heeding this call, businesses are responding to this need: 94 percent of corporate
respondents in the Trialogue survey (2014: 43) indicated that they supported education projects,
making the approximate 49 percent of all social investment expenditure during the year. This
indicates that heightened media exposure can lead to a greater influx of funding. Figure 2.7 reflects
the distribution of CSI funding allocated to the various development sectors.
 16

Figure 2.7: Distribution of CSI funding by development sector

Source: Trialogue, 2014: 43.

The NPOs that completed the Trialogue (2013) survey indicated that corporate funding was the top
source of income (23%) for NPOs, followed by government and private individual funding (15%
each) (2013: 46-47). This indicates that in certain areas corporate funding of NPOs is one of the
most significant contributors to the NPOs sustainability.

Issues that are hot topics, of broad and current interest, get the greatest amount of exposure, as
can be seen in the funding of educational projects, again indicating the importance of the media as
stakeholder and influencer.

2.4 ROLE OF MEDIA IN INFUENCING SOCIAL INVESTMENT ACTIVIES

Two distinct social cognitive pathways exist through which media has the ability to influence SI
activities; namely the direct pathway and the socially mediated pathway (Bandura, 2001: 265). The
direct pathway is characterised by the medias ability to motivate, enable, inform and guide
participants, thus ultimately promoting change (Bandura, 2001: 265). The socially mediated
pathway is in turn characterised by the ability of media to link participants to a community
environment and social networks that provide a natural incentive and personalised guidance to
participants to effect change (Bandura, 2001: 265).

Social cognitive theory holds that vicarious verification is the ability of humans to learn from others
interactions with their environment and community and in turn affect their own thought patterns.
The aforementioned verification allows humans the ability to add knowledge that they have not
gleaned from direct personal experience. Media fulfils the role of highlighting SI activities that
participants may not have considered previously, to which participants through vicarious
verification now also elect to donate or participate in (Bandura, 2001: 269). It can therefore be
posited that media can directly affect or influence SI, and that any bias or preference in the
reporting could skew where or to whom SI is directed.
 17

Traditionally, print media has portrayed odd-numbered pages as preferential to even-numbered

pages, even eliciting higher charges for advertisements and advertorials on these pages (Grant,
2013). The common perception amongst print media editors has been that due to the physical
requirements of paging-over, readers would be naturally inclined to view the odd-numbered right
hand page first, thus requiring the reader to divert their eyes to read the left-hand page. Editors
and marketing executives also perpetuated the idea that odd-numbered pages would theoretically
be the last page viewed before paging-over, having extra benefit for content on this page
(Whitbread, 2001: 161).

Figure 2.8 indicates how the readers eye tracks over a double-page spread, giving greater
significance to the right-hand page bearing an odd number.

Figure 2.8: Parabolic curve of entry and exit for a double page spread
Source: Whitbread, 2001: 161.

This commonly held perception regarding the odd-numbered pages in western media is support in
principle by an eye tracking study performed on newspaper readers (Holmqvist & Wartenberg,
2005: 7). The aforementioned study found initial dwell time on the odd-numbered page due to the
physical requirements of the reading process. Holmqvist and Wartenberg (2005: 15) further found
that in early reading, large size, position upper left, fact boxes, large pictures and clear axiality
(noted in order of importance) played an important role in gaining initial attention; however, for in-
depth reading, large size, large picture, fact boxes and colour are required (Holmqvist &
Wartenberg, 2005: 16).

Whilst the media has the ability to affect or promote where investment of SI occurs, individuals are
inclined to seek verification from other sources when the activity requires investment of time and
resources (Bandura, 2001: 284). Over time, where there is a lot of SI exposure in the media, SI
activities becomes the social norm and vicarious verification becomes self-reinforcing. This
indicates that the media can play a significant role in promoting and influencing CSI spend.

Rural local newspapers have a captive audience, as effectively they have no competition for local
news. As a result, these are well supported (McGhee, 2011). With news being more localised,
reporters are able to personalise the articles and create a relationship with local readers. The
personalised touch and primarily local news result in the whole newspaper receiving attention (i.e.
it is read from cover to cover) rather than only certain segments.
 18

2.5 OVERVIEW OF THE EDEN DISTRICT

George is the Eden Districts largest municipality, accounting for 30 percent of its gross domestic
product per region (GDPR), and is the district (within the Eden District) that most resembles the
Western Cape in its sectoral mix (Figure 2.9). It hosts a bigger tertiary sector relative to the wider
district and mainly due to its relatively strong transport and communication sector. George Airport
provides a second gateway into the Western Cape Province after the Cape Town International
Airport (Eden District Municipality, 2015: 2).

The second largest municipality is Mossel Bay, which accounts for 28 percent of the districts
GDPR and has a relatively larger secondary sector. This is largely due to Mossel Bays
manufacturing sector, which accounts for 34 percent of the districts total manufacturing activity.
PetroSA (Mossgas) is situated in Mossel Bay and manufactures petroleum products and
chemicals. It is the only gas-to-liquid (GTL) plant in South Africa (Eden District Municipality, 2015:
2).

Figure 2.9: Eden District: Sectoral GDPR distribution across municipalities:

Average 20052013

Source: Eden District Municipality, 2015: 2.

Oudtshoorn municipality is the fourth largest in the district and accounts for 11 percent of GDPR
and similar to Georges, with a slightly higher primary sector due to farming activities in the area.
 19

Table 2.1: Eden District municipalities: GDPR growth

Contribution to Real GDPR growth (Ave YoY %)
GDPR (%) Trend Expansio Recessio Recovery
Municipality
n n
2013 2005-13 2000-07 2008-09 2010-13
George 30 3.5 5.1 1.7 2.7
Mossel Bay 28 6.9 9.0 4.7 5.9
Knysna 12 5.1 6.9 3.9 3.8
Oudtshoorn 11 3.5 4.3 2.4 2.4
Bitou 8 6.4 9.6 4.8 5.3
Hessequa 5 0.8 1.7 -1.6 1.8
Kannaland 4 4.9 6.2 5.3 2.9
1
Eden District 100 4.6 6.1 3.0 3.8
Western Cape Province - 3.6 4.9 1.4 2.8
Source: Eden District Municipality, 2015: 4.

Table 2.1 shows the percentage contribution to GDPR within the Eden District.

Table 2.2: Demographic information

George Oudtshoorn Mossel Bay
Population 193,672 95,933 89,430
Households 53,551 21,910 28,025
Economically active 67.3% 64.2% 66.8%
Population
Unemployment Rate 20.7% 25.3% 22.9%
Youth Unemployment 27.6% 35.9% 29.9%
Rate
Registered NPOs 146 84 47

Source: Stats SA census, 2011a-c; DSD, 2015.

Table 2.2 indicates the demographics of the various areas in which the new print media originates.
Although the unemployment rate is the lowest in George, the population is much larger, which
accounts for the greater contingent of registered NPOs.

2.6 SUMMARY

This chapter has illustrated the setting in which NPOs operate and the role they play within the
South African context. Engagement from the private sector is essential to the sustainability of the
NPO sector. Social investment does not necessarily need to be in monetary terms. Collaboration
or even a simple donation can lead to benefits being experienced from both sides.

The media plays an important role as driver of CSI activities. Its portrayal of CSI activities or NPOs
in need can influence the public and private sector to assist. Besides highlighting needs in the
 20

community, the media also acts as regulator, helping to prevent organisations from exploiting
resources or individuals in society. This research investigated the media portrayal of CSI and this
literature review provides a background and understanding on key concepts being portrayed in
media.

Chapter 3 will discuss the methodology used to evaluate and review the medias coverage on
social investment activities in small towns.
 21

CHAPTER 3
RESEARCH METHODOLOGY

3.1 INTRODUCTION

This chapter describes the research methodology used in this study.

This study made use of secondary data gathered from newspaper articles from three different
Eden District towns local newspapers, over a three-year period.

Three research areas were reviewed in this study. The first looked at how the media in small towns
influences social investment initiatives through their portrayal of social investment initiatives
undertaken by businesses. The second looked at which development sectors receive support and
the types of support (resources) given. The third examined the differences and similarities between
the three towns concerning donor habits and projects undertaken.

3.2 DATA COLLECTION

Data was collected via a review of secondary data obtained from articles within the local
newspaper publications of three Eden District towns (George, Oudtshoorn and Mossel Bay).
Newspaper supplements were not reviewed as these mainly contain advertisements.

One of the limitations of the data collection is that all three local newspapers belong to the same
ownership group, i.e. Group Editors. Nonetheless, each newspaper has its own reporters, editor
and all articles relate specifically to their hometown. As a result, any corporate bias should not
affect the results of the study.

Because articles mainly report on past events, there is often a spill-over into the following months
reporting, i.e. the event reported may therefore have taken place in the previous month. For this
purpose, the researcher grouped months when generalising on findings.

3.3 SAMPLING

All the local newspapers selected publish a weekly edition. The period of analysis was January
2013December 2015.

There are currently 50 newspapers printed annually per publication, as each of these newspapers
shuts down for two weeks between Christmas and New Year. Thus, 450 newspapers were
reviewed for the research.

The current distribution and circulation figures per newspaper are:

 22

Table 3.1: Distribution and circulation information

Newspaper Distribution Figures Day of Distribution Average no. of Pages
George Herald 19 759 Thursday 72
Mossel Bay Advertiser 9 200 Friday 54
Oudtshoorn Courant 3 000 Friday 24

All articles making specific reference to a business transferring a resource to an NPO, a

disadvantaged group or an individual were selected for analysis. Articles where funding or
donations were given to national sports clubs or corporate events, including professional sports
teams, were excluded, as these are considered marketing expenses.

The number of pages per newspaper would have influenced the number of articles published and
skewed the data in favour of George. Descriptive statistics, e.g. percentages, were used where
possible for comparative analysis between newspapers.

3.5 DATA ANALYSIS

Three identical spreadsheets (one for each newspaper) were designed for data input. The articles
of each newspaper were analysed and the following information extrapolated:

name of newspaper;
date of publication;
page number;
brief description of event;
donor details;
recipients details;
placement of article;
favourable versus critical;
type of resource given;
types of social investment/ outreach activities undertaken (development sector).

The types of social investment/ outreach activities undertaken (development sector) are the
following (refer to Appendix G for a breakdown of items included in each sector):

culture and recreation (i.e. sports development, arts and culture),

education (i.e. crches, primary and secondary),
health (i.e. HIV, TB, CANSA and other),
social services (i.e. family services, child protection, self-help, elderly, handicapped, youth,
income support, etc.),
environment (i.e. animal protection, pollution, biodiversity, etc.),
 23

development and housing (i.e. entrepreneurship and small businesses, housing, etc.).

Resources were defined as being disposable resources; i.e. financial, human, product or service
(or a combination of these) or renewable resources, such as skills transfers and cross-sector
partnerships.

Information was coded to be able to perform calculations:

Each article was counted as 1 to provide a total articles per month

Odd number pages = 1, even number pages = 0

Favourable articles = 1, negative or critical articles = 0

Development sector involvement = 1 (under relevant sector), non-participation = 0

It is noted that in certain instances more than one sector was marked if applicable, e.g. if the
business donated financial resources for a bursary as well as school clothing, then both
education and social sectors received a 1 in its box

Resource donated = 1 (under relevant resource), non-participation = 0

It is noted that in certain instances more than one resource was marked if applicable, e.g. if
the business donated product and money, both product and financial resources received a 1
in its box.

From the above the following was calculated per month per newspaper:

number of articles discussing social investment done by businesses (attention);

number of favourable/ critical articles (valence);
number of articles on odd-numbered pages (prominence);
number of articles by resource type donated;
number of articles by development segment affected.

The first three calculations give a reasonable understanding on the value that media places on SI,
a particular NPO, or the development sector to which the resource was allocated. This information
can be used to gain insight into donor habits and medias influence on businesses and
encouraging SI.

Deeper analysis was done on donors that regularly donate resources to understand their donating
habits. This was done by reviewing the development sector receiving the donation as well as the
recipient of the donation. Questions asked: is the donation always related to children, feeding
schemes or ? Or does the donor give consistently to a particular recipient? This was done by
taking the current data and creating a line per donor, i.e. duplicating the line and separating donor
names so that the data can be sorted and subtotalled by donor. Data was cleaned by deleting
single event donors or duplicated articles referring to the same event. The Outeniqua Wheelchair
 24

Challenge (OCC) two-page donor lists were excluded, as these donors tend to participate annually
in the event due to the publicity received. The cleaned data was then reviewed and each donors
habits investigated to understand whether donor loyalty exists. The aim from this was to determine
whether donors give consistently to specific NPOs or to similar projects or not.

Deeper analysis was done on recipients that have received donations of resources more than
once. This was done by reviewing time intervals between donations, recipient, and the donated
items. Questions asked: could the donations be ascribed to previous articles placed, i.e. a related
product, or is there a pattern or are there regular articles that lead to further donations being
received from new donors? This was done by taking the current data and creating a line per
recipient, i.e. duplicating the line and separating recipients names so that the data could be sorted
and subtotalled by recipient. Data was cleaned by deleting single donations received as well as
where no full description of the recipient was generalised (e.g. donation given to schools). The
cleaned data was then reviewed separately to investigate whether repeated media coverage could
lead to further donation from new donors. It could be argued that regular publicity brings the needs
of the NPO, development sector or individual to the public attention and leads to more donor
contributions from new donors.

Descriptive statistics were used to evaluate patterns that exist between and within a specific
newspaper, e.g. type of sectors donated to, calendar periods in which social investment by
businesses is prevalent, types of resources donated, donor habits, etc. The aim was to establish
whether there are differences between the towns or changes that have occurred over the three-
year period of evaluation. By using the filter function in Excel, information can be extracted with
relative ease.

3.6 ETHICAL CONSIDERATIONS

All the information was sourced from printed media in the public domain and therefore there were
no ethical restrictions regarding its use.

3.7 SUMMARY

This chapter has provided a description of the research methodology applied in this study to
achieve the study goals. It clearly explained how the literature review led to the methodology
applied in this study. Data was obtained through a review of secondary data available in the public
domain, i.e. newspaper articles from the three local newspaper publications in the Eden District.
Descriptive statistics were used to evaluate trends year-on-year as well as for comparison between
towns.
The literature review provided a guideline for the analysis of the data. Chapter 4 will present the
main findings of the research.
 25

CHAPTER 4
FINDINGS

4.1 INTRODUCTION

This chapter will present the key findings of the study.

The study comprised two parts, namely reviewing the articles in 450 newspapers and collecting the
data by capturing the information required on a data sheet in Excel. The obtained data was then
analysed in order to fulfil the research objective, namely to gain insight into how the media in small
towns portrays social investment initiatives undertaken by businesses and to see whether this
portrayal influences the businesses participation in the various social corporate initiatives.

The secondary aim was to establish whether there have been changes in how social investment is
reported or undertaken over the last three years, within or between the towns of George, Mossel
Bay and Oudtshoorn.

4.2 HOW DOES THE MEDIA IN SMALL TOWNS PORTRAY SOCIAL INVESTMENT
INITIATIVES UNDERTAKEN BY BUSINESSES?

4.2.1 Attention

Attention refers to the number of stories relating to a particular topic. The more attention that a
newspaper gives to a particular topic, i.e. articles placed, the more the reader perceives the topic
to be important (Dearing & Roger, 1996).

During the review, it was found that the newspapers had many articles on the topic of giving or
donations made by individuals; however, only the articles relating to the transfer of resources from
businesses were included in the data. This means that all articles referring to individuals that
donated resources were excluded.

Over the three-year period George Herald (GH) had 65 percent more articles than Oudtshoorn
Courant (OC) and 59 percent more articles than Mossel Bay Advertiser (MBA). This may be
because of the larger readership or population within George. George also has a larger number of
NPOs requiring exposure.

Figure 4.1 reflects a graph depicting the number of articles found per month in the George Herald.
Spikes in articles referring to donations appear to happen in the periods FebruaryMarch, June
July and SeptemberOctober (please refer to Appendix A for data).
 26

Figure 4.1: Number of articles per month George Herald

Articles mainly report on events that have taken place. This results in some articles spilling over
into the following months reporting.

The spike in FebruaryMarch supports the reference to Tax incentives and B-BBEE grading
process, which runs with the South African tax year ending February each year. This spike is not
uncommon, as businesses make last-minute donations before the end of the tax year to take
advantage of tax incentives, to add to their integrated sustainabile reporting requirements, and to
improve the B-BBEE grading. The Outeniqua Wheelchair Challenge also takes place in George
annually during this period, which gives a great deal of exposure to sports development and the
disabled.

The spike over JulyAugust relates mainly to Mandela Day, wherein South Africans celebrate
Madibas birthday by donating 67 minutes of their time to a worthy cause or someone less
fortunate. Supporting Mandela Day is not a legal requirement; however, this initiative is growing
annually, as can be seen by the number of articles devoted to it. This may be an indicator that the
positive reinforcement by the media has influenced businesses participation. The media as a
stakeholder (Freemans stakeholder theory) places pressure on organisations., by showcasing
businesses initiatives and thereby using peer pressure to encourage business to participate .
 27

Figure 4.2: Number of articles per month Mossel Bay Advertiser

Figure 4.2 reflects a similar spike for the Mossel Bay Advertiser over similar periods.

In the Mossel Bay Advertiser, there is an additional spike over the DecemberJanuary period. This
is a result of organisations giving back to communities for Christmas and projects that are mainly
socially motivated. This highlights a strong sense of community that can be found in small towns.

Figure 4.3: Number of articles per month Oudtshoorn Courant

Oudtshoorn Courants results differ from those of the Mossel Bay Advertiser and George Herald in
that it has a spike in activity in AprilMay. This spike in activity is due to the Klein Karoo Nasionale
Kunstefees (KKNK), held every year for a week over the Easter period. Although the KKNK is a
corporate-sponsored event celebrating the arts, this has been excluded from the data as it is
considered a marketing initiative. The KKNK brings tourism to Oudtshoorn and is one of their
 28

biggest events held in the area. The researcher believes that as a result, businesses tend to give
more toward SI during this period, thereby increasing their exposure. The additional funds from
increased revenue over this period may also be a contributing factor.

There was a steep decline in the number of SI activities being reported in the Oudtshoorn Courant
during 2015. The researcher believes that this may be connected to political instability in the
region. During 2015, the local government in Oudtshoorn was divided and the mayor was replaced
by a mayor by default. This instability may have caused businesses to slow down the SI activities
due to the environment of uncertainty and distrust.

4.3.2 Prominence

Prominence refers to the way an article is presented, i.e. its placement, length and treatment. Does
whatever surrounds the article attract or distract from the message? (Watts et al., 1993: 414).

All the newspapers have a section specifically dedicated to NPOs and social initiatives. These
sections usually include advertorials for one or more NPO as well as fundraising events. In the
human-interest section, there are often photos with inscriptions noting donations received.

The format in which the documented articles presented themselves differed significantly between
newspapers. The Mossel Bay Advertiser (2013) mainly consisted of written advertorials, thank-you
letters and a few articles, rarely accompanied by photographs, in comparison to the George Herald
and Oudtshoorn Courant, which use photographic evidence with most of their SI articles. The
Mossel Bay Advertiser changed the format in which they present their SI articles in 2014 and 2015
to a similar format to that which is used by George Herald and Oudtshoorn Courant.

In the George Herald, 43 percent of CSI articles were on odd-numbered pages, whereas in
Oudtshoorn Courant 51 percent of CSI articles were on odd-numbered pages and 60 percent in
Mossel Bay Advertiser. The prominence of an article is not limited only to the right-hand side page
(i.e. odd-numbered pages), but can also be highlighted by other factors such as large size,
positioning (upper left), and colour photographs (Holmqvist & Wartenberg, 2005: 126-127) (please
refer to Appendix B for data).
 29

Figure 4.4: Number of articles on odd-numbered pages George Herald

Of the 216 articles found on even pages in the George Herald, 94 appear in prominent positions,
i.e. top left, half page or full-page exposure, adding an additional 25 percent articles in prominent
positions.

Figure 4.5: Number of articles on odd-numbered pages Mossel Bay Advertiser

Of the 105 articles found on even pages in the Mossel Bay Advertiser, 46 appear in prominent
positions, i.e. top left, half page or full-page exposure, adding an additional 19 percent articles in
prominent positions. In 2013, the Mossel Bay Advertiser had 37 articles on odd-numbered pages
(54%); the 12 in prominent positioning on even pages did not have photographs accompanying
them and would not have attracted as much attention in the initial reading stage. If pictures had
 30

accompanied these, then 72 percent of articles would have been prominently positioned. If the
reader were to linger on an article while reading, then article would have received attention.

Figure 4.6: Number of articles on odd numbered pages Oudtshoorn Courant

Of the 112 articles found on even pages in the Mossel Bay Advertiser, 47 appear in prominent
positions, i.e. top left, half page or full-page exposure, adding an additional 21 percent total articles
in prominent positions.

Table 4.1: Total articles in prominent positions

George Herald Mossel Bay Advertiser Oudtshoorn Courant

Total articles on odd 160 142 116

pages

Total articles on even 94 46 47

pages in prominent
positions
Total articles in 254 188 163
prominent positions
percentage of articles 67.5% 79% 71%
in prominent positions

Table 4.1 verifies that although the George Herald has the most articles placed in prominent
positions, its percentage of total articles is lower than those found in the Mossel Bay Advertiser or
Oudtshoorn Courant.

The percentage of articles placed in prominant positions is high overall, indicating that all the
newspapers place value in CSI.
 31

4.3.3 Valence

Valence is the slant given to the article, providing subtle cues that can influence the readers view
on a topic positively or negatively (Ghanem, 1996; McCombs, Llamas, Lopez-Escobar & Rey,
1997).

Of the 450 newspapers read, Oudtshoorn reported one unfavourable article, Mossel Bay one and
George five. Unfavourable news is reported using a comprehensive article style, as newspapers
need to be sensitive to showing bias and to avoid defamation claims.

The George Herald had five critical articles (1.3%) over the three-year period, three related to
environmental issues (recycling), one to treatment of staff (health and safety), and one where a
business had insisted that customers buy at their outlet in order to get their government subsidies
paid out (as can be seen from Table 4.2).

Table 4.2: Unfavourable articles in newsmedia (20132015)

George Herald
Shoprite Sassa payment only given with R100 purchases Illegal Actions [Customers]
Borchards Recycling not recycling storing waste Environmental
Follow up recyling story Borchards Recycling [Supplier to be put on terms] Environmental
Borchards Recycling upset (story revisited) Environmental
GRG municipality, subcontractor Interwaste staff not wearing protective Staff protection
gear

Mossel Bay Advertiser

Petro SA LNG extraction REVAG concerns Environment

Oudtshoorn Courant
Shell and possibility of fracking in the Karoo Environment

Appendix C provides the data regarding the number of positive SI articles in the three newspapers.

B, the newspapers reported very few unfavourable or critical articles regarding businesses
behaviour. This indicates an awareness that businesses realise that they have a responsibility to
all stakeholders and that any socially irresponsible behaviour will be exposed. Media
representation of these events assist in regulating these activities, forcing businesses to take
accountability for their actions and tow the line. Media uses the New moral workplace to drive
change or alignment within these organisations. All articles relating to SI were positive, however.
 32

4.3 DOES MEDIAS PORTRAYAL AFFECT THE SOCIAL INVESTMENT INITIATIVES OF

BUSINESS?

4.3.1 Donors

The data regarding donors was reviewed to see whether donors who have received mention in
previous newspapers make repeat donations to elicit further publicity or to build their reputations.
The data was reviewed to find donors who have given on more than one occasion. This meant that
any story that had been repeated in the media needed to be removed so as not to skew the data,
e.g. ACSA donates annually to the OCC wheelchair race, there are approximately five articles that
mention this, but only one race is held per year. After cleaning the data this would appear as one
event.

Development sector allocated were based on classification used by the Department of Social
Developments structure of the South African non-profit institutions (see Appendix G for further
detail).

Appendices D, E and F review the number of the corresponding development segments affected
through the donations noted in the article. It is noted that in certain instances, articles may refer to
more than one type of resource being transferred to a specific development segment.

4.3.1.1 George Herald: Donors

Of the 279 donors mentioned in the George Herald articles, 81 donors donated more than once,
equating to 29 percent of the total donors. Of these 81 donors only 23 percent made repeat
donations to a specific type of project (sector) or entity (see Appendix H for details).

Figure 4.7: Number of articles by development sector George Herald

 33

The majority of donors focus on social and community upliftment, followed by education, health,
sports development and environment (see Figure 4.7). It is important to note that even though
entrepreneurial development is receiving more attention, the focus has shifted to sustainable
development, showing a solutions-orientated approach. Although articles regarding social and
community upliftment have declined, social development is clearly still the priority as it still gets the
most exposure. Health and housing have also declined, with the focus shifting to education,
environment, sports development and entrepreneurial development. Housing is not an item that
receives any attention from business. The researcher believes housing may be seen as a
government concern.

Figure 4.8: Resources donated George Herald

Figure 4.8 highlights that businesses prefer to give physical products (52% of all resources
donated) rather than financial resources (23% of all resources donated). This can be seen through
the increases noted in product/ equipment versus the decline in financial resources given.
Renewable resources still make up the smallest portion of resources donated.

4.3.1.2 Mossel Bay Advertiser: Donors

Of the 184 donors mentioned in the Mossel Bay Advertiser articles, 41 donors donated more than
once, equating to 22 percent of the total donors. Of these 41 donors only, five percent made repeat
donations to a specific project or entity (see Appendix I for details).

The majority of donors focused on social and community upliftment, followed by education,
environment, health and sports development (see Figure 4.9). Although Mossel Bay actively
encourages performances of the arts, this is with a profit motive or used to encourage tourism.
Housing is not an item that receives any attention from business. The researcher believes housing
may be seen as a government concern. Social initiatives have shown an increase in exposure,
 34

whereas the other development sectors have decreased. However, Mossel Bay still gives
consideration to environmental awareness. This is due to its close proximity to PetroSA and a
healthy fishing industry.

Figure 4.9: Number of articles by development sector Mossel Bay Advertiser

Similar to George, Figure 4.10 highlights that businesses prefer to give physical products (54
percent of all resources donated) rather than cash funding (29% of all resources donated). It is
encouraging to note that although most categories of resources donated seem to decrease
between 2014 and 2015, skills transfers remain constant. The transfer of skills is important for
building sustainable societies.
 35

Figure 4.10: Resources donated Mossel Bay Advertiser

4.3.1.3 Oudtshoorn Courant: Donors

Of the 179 donors mentioned in the Oudtshoorn Courant articles, 45 donors donated more than
once, equating to 25 percent of the total donors. Of these 45 donors, only 14 percent made repeat
donations to a specific project or entity (see Appendix J for details).

Figure 4.11: Number of articles by development sector Oudtshoorn Courant

The majority of donors focus on social and community upliftment, followed by sports development,
education, health and environment (see Figure 4.11). Housing is not an item that receives any
attention from business. The researcher believes housing may be seen as a government concern.
 36

As previously discussed, the number of articles referencing SI by businesses dramatically

decreased in 2015, making comparative evaluation difficult. It did, however, highlight which
development sectors are most important to the Oudtshoorn community, i.e. social, sports
development, education and health.

Figure 4.12: Number of articles by development sector Oudtshoorn Courant

Figure 4.10 highlights that, similar to George, Oudtshoorn businesses prefer to give physical
products (58% of all resources donated) rather than cash funding (23% of all resources donated).
With businesses reluctance to participate in SI activities in 2015, it is encouraging to note that
articles that referred to financial resources being donated stayed stable. What is of concern is that
although 2014 showed an encouraging increase in both skills transfer and cross-sector
partnerships, this collapsed in 2015 with the local instability. Oudtshoorn has the highest youth
unemployment rate amongst the three towns investigated, creating an environment where self-
sustainability is encouraged and skills transfer should be the highest priority in this area.

4.3.2 Recipients

This part of the research followed a qualitative approach. The researcher made an assumption of a
relationship between two donations, i.e. that the reporting of one led to the second. As secondary
data was being used, the questions regarding influence or motivation could not be asked directly to
the donors to verify these assumptions.

Two groups of donor support are manifest from this review (see Appendices KM for details):

Resource available (complementary): The first form of influence is when an organisation is

already open to SI and comes across an article in the newspaper relating to an NPO or need
presented. Reading the article triggers an awareness in how their organisation can provide
assistance through a product or service that they have available that will alleviate a need,
 37

e.g. George mediclinic donated 18 beds to the Afrikaanse Christelike Vrouevereniging

(ACVV) and Gordons Bay Hotel owner donated bedding. In these cases resources may be
complementary and organisations that assist either have comparative advantage in a
particular field that addresses the need or have resources available to assist.

Top of Mind: The second form influenced by the repetitive reinforcing of an NPO or group in
need of assistance, e.g. the Cancer Association of South Africa (CANSA), Bethesda, Life
Community Services, etc. This is done through advertorials that tell you what the
organisation does, regular informationals on different types of services or problem within the
sphere of influence for the NPO or sector affected, articles discussing donations received or
fundraisers planned, etc. The constant barrage of references to the recipient organisation
keep the organisation top of mind, should a business be looking for an SI project.
Organisations that are looking for a social investment cause to champion will be attracted by
this.

Appendices H, I and J highlight the flow of articles within a particular newspaper, indicating articles
where donations may have been promoted by a previous article or where repetitive reinforcement
of an NPO leads to additional donations from new sources.

4.4 SUMMARY

The local media in small towns within the Eden District presents a positive attitude towards social
investment. This transfers to the reader by using various tools to highlight articles of importance.
Tools that are used include constant positive reinforcement (attention), specialised placement of
the articles and pictures to attract the readers attention (prominence), and positive or negative
slant (valence).

These tools are used to influence donors decision, firstly by convincing them to participate.
Various reasons exist for this, the most prominent of which is peer pressure and remaining
competitive. Secondly, donors are led to donate to specific causes through repetitive exposure,
keeping a recipient top of mind.

The study will be summarised and the study findings will be concluded in Chapter 5. The
conclusions reached from the research results will be discussed as well as limitations of the study.
In addition, the chapter will present any recommendations made regarding conclusions and for
future research. Chapter 5 will also suggest the way forward.
 38

CHAPTER 5
SUMMARY, CONCLUSION, RECOMMENDATIONS, LIMITATIONS
AND WAY FORWARD

5.1 INTRODUCTION

The primary objective of this study was to review whether the medias portrayal of social
investment initiatives influences such social investment initiatives. The research provided insight
into the mechanisms used by media to influence its readers and aimed to evaluate whether rural
local newspapers use these elements and impact on businesses social investment activities.

This chapter will summarise the findings from the research, provide conclusions reached from the
research results, and make recommendations for future research.

5.2 SUMMARY OF STUDY

The aim of the research was to evaluate the medias portrayal of social investment initiatives and
the impact that these have on social investment initiatives in a small-town environment.

Secondary data was gathered from three local community newspapers within three different Eden
District towns over a three-year period.

Media portrayal of social investment was evaluated using three dimensions: the attention given to
the corporate social investment, the positioning of the articles, and the valence of the articles. This
established the media attitude towards corporate social investment. Descriptive statistics were
used to evaluate patterns that exist between and within a specific newspaper, e.g. type of sectors
donated to, calendar periods in which social investment by businesses is prevalent, types of
resources donated, donor habits, etc.

Donors habits were analysed, with the aim of finding out whether donors that give consistently will
repeatedly give towards a specific NPO or development sector. Recipients were analysed to
ascertain whether repeated media coverage could lead to further donations from new donors.

Newspapers regularly report on social investment throughout the year, with social investment
activities peaking over certain periods. The peaks showed that external factors influence social
investment, certain of which affect all three towns and others that are town specific.

The research further showed that rural local newspapers place value on corporate social
investment, indicated by the number of articles and the prominant positioning within the
newspaper.

Donors contributions consisted predominantly of products or items purchased. Social initiative

received the greatest amount of exposure. Secondary choices in the development sector
 39

supported varied by town. Donors that gave repeatedly to the same entities, development sector or
type of project were minimal, indicating that businesses have not developed relationships with
specific entities or NPOs.

The research established a relationship between articles published and the receipt of new
donations from new donors, indicating that the more publicity a recipient receives, the more likely it
is to receive the attention of new donors. Articles that give feedback on the work that an NPO does
or highlight a need that exists in the community gain the attention of businesses and influence
where their social investment funding is spent.

The research found that the media is able to influence organisations, whether it is by peer pressure
(i.e. an organisation trying to keep up with competitors who are participating in social investment),
a need highlighted for an NPO or individual, or a moral obligation.

5.3 CONCLUSIONS

This research report reviewed medias portrayal of social investment activities by businesses within
three local newspapers within the Eden District, using the three dimensions used by media to
portray the importance of a particular topic, naming attention, prominence and valence (Kiousis,
2004: 73-74). Donors and recipients were evaluated separately to ascertain medias influence on
social investment activities, with the conclusion and findings presented below.

5.3.1 Attention

Although social investment receives consistent exposure throughout the year, the research
showed that social investment reporting activities peaked over certain periods. These peaks can
be divided into external factors affecting all three towns and town-specific factors.

External influences:
Peak in FebruaryMarch: The increase in social investment activities at the end of the tax season
relates to tax incentives provided, B-BEEE scorings and social reporting requirements. The year
2015 saw a shift in this phenomenon, as businesses started to plan better and shifted their social
investment spend to the JuneJuly period.

Peak between JuneJuly: The exposure of media towards Mandela Day increased over the three
years of the review period. The new moral workplace contributes towards the business awareness
of social issues. Although participation is optional, it has become the norm for businesses to
showcase their social investment activities over this period.
 40

Town specific:

Oudtshoorn experienced a peak between March and April 2013. The research indicates that this
can be attributed to an influx of capital created by the KKNK. The main sponsor for the KKNK
donated resources to Oudtshoorn and its community.

Mossel Bay experienced a peak during December 2014 to January 2015. The research indicated
that this could also be attributed to an influx of visitors into the Mossel Bay area. The Diaz festival
takes place over this period.

This indicates that peaks could be created through increasing economic activity within the area.

The political instability in Oudtshoorns local government decreased social investment activities
dramatically in 2015. This highlighted that social investment initiatives require a stable
environment.

5.3.2 Prominence

The research showed that the percentage of articles placed in prominant position is high overall in
rural local newspapers, indicating that all the newspapers place value on CSI. Odd-numbered
pages are considered to optimise the readers attention. However, large articles (half or full-page
spreads), the placement of the article in the upper left of a page, fact boxes and pictures were
highlighted as other areas of prominence in a newspaper.

The newspapers were reviewed and initially Mossel Bays social investment articles were limited to
short advertorials or thank-you letters in 2013, with little done to attract the readers attention.
However, from 2014 the Mossel Bay Advertiser changed to a similar format used by the George
Herald and Oudtshoorn Courant. George and Oudtshoorn predominantly use picture evidence to
tell the story and increase the interest.

Reviewing the positioning of articles in prominent positions showed that even though the George
Herald had the most articles (160) on odd-numbered pages, these as a percentage of total articles
were much lower than Mossel Bay and Oudtshoorn (GH 43%, OC 51%, MBA 60%).

When considering prominent articles on even-numbered pages, the overall percentages of articles
in prominent positions improved, indicating that the media places value on these articles (GH
67.5%, OC 71%, MBA 79%).

Rural local newspapers are able to play to their strengths by personalising the articles and building
a relationship with the reader (McGhee, 2011). Rural local newspapers use photographs to
evidence the work done by NPOs or within the community. This may circumvent some of the
vicarious verification required by new donors.
 41

5.3.3 Valence

All the articles relating to social investment were positively slanted. A few critical articles not related
to social investment were highlighted by this research. These showed that the media in small
communities fulfils its role as regulator. This role is extremely important in influencing businesses,
as it uses public opinion to sway organisations to behave in a responsible manner.

The fact that there were so few incidents indicates that businesses take their responsibility to
stakeholders seriously and that socially irresponsible behaviour is unccepted.

5.3.4 Donors

The researcher observed that the donor profile consisted mainly of local government departments,
help oganisations created by business owners (e.g. Round Table, Lions Club, etc.), financial
institutions (Banks and Insurance companies), a few national companies (food retailers), and local
businesses. The researcher believes that in many cases businesses motivation for participating is
to remain competitive against competitors that already participate, e.g. Checkers, Shoprite and
Pick n Pay compete for exposure through their various projects.

It is encouraging to see the number of schools that have become involved in SI, as good habits
taught to children such as empathy and environmental awareness will translate into adults who are
socially aware and responsible. It was also noted that often entities that have received donations
go on to reciprocate and pass on the generosity by transfering resources to others. This indicates
that there is a strong social network that includes NPOs in small towns and that resources are
shared where possible.

Social initiatives get the most exposure from all three the local newspapers (Figure 4.13), showing
that there are specific needs within the poorer communities. Initiatives mainly include food
distribution, crches and the elderly. Education remains relatively constant. Each town has a
specific development sector to which they give priority, i.e. Oudtshoorn is very focused on sports
upliftment several articles mentioned that sport was being used to keep the children off the
streets. Oudtshoorn also has the highest youth unemployment rate of the three towns. Many times
these social problems will translate into bigger social problems such as drug use or alcohol abuse.

Mossel Bay shows stronger support towards environmental issues. This is mainly due to their close
proximity to PetroSA and a healthy fishing industry. George remains more focused on social issues
and education.
 42

Figure 5.1: Percentage of articles by development sector

Source: Authors own compilation.

Currently there are very few cross-sector partnerships within these smaller communities and more
could be done to encourage this from all relevant stakeholders. However, how and who will drive
such initiative is uncertain.

Donor loyalty appears to be low. Unfortunately this research is not able to quantify the donations
received, as many of them are given in the form of products or services. Quantification of total
donations given may have added more depth or a different perspective on the information
provided.

5.3.5 Recipients

A thorough examination of the recipients that have received multiple donations highlighted that
media has a direct influence on whether donors receive interest or contributions from additional or
new donors.

Media is able to influence donors through the reporting of donations given. Often an article
highlighting a donation will trigger an interest for an organisation as they may have a
complementary resource or product that can assist in addressing a need. Organisations have
comparative advantage in certain instances over NPOs, with their expert knowledge in a particular
field.

Media is able to give certain organisations greater exposure, highlighting an NPO or group in need
of assistance. By repeated exposure, media is able to keep these projects or entities top of mind.
This can play a major role in instances where organisations are looking for social investment
 43

projects to participate in, especially when they have a resource already available for distribution,
e.g. an organisation has collected blankets and is looking for an organisation to donate them to.

The researcher believes that the medias greatest influence lies in that it is able to promote specific
causes and generate assistance where needed.

5.4 RECOMMENDATIONS

5.4.1 Recommendations for local government (events)

Based upon the findings of this research project, it is clear that CSI spend is directly related to
financial prosperity in the town. This can be seen through the spikes in CSI reporting when there is
an influx of tourist activity caused by a festival, e.g. KKNK or Diaz Festival. A lot of this spend
comes directly from the major sponsors who give back to the communities within the affected
areas (stakeholder management).

The local government, business chamber and tourism association need to work together and form
alliances with the private sector to bring or establish more local events. The close proximity of
these three towns to each other means invariably there will be spill over, bringing revenue to all the
towns in the area.

5.4.2 Recommendations for NPOs

Businesses do not seem to build strong ties with any one NPO, but rather seem to flit from project
to project. NPOs need to find ways of staying connected with all donors (e.g. newsletters, website,
fundraiser invites, etc.), keeping them abreast of all projects and developments within their
organisations. The marketing of NPOs is important in that it highlights their needs and introduces
them to business, providing a mechanism for business partners to review the NPOs projects from
a distance before initiating contact.

It is noted that the media will not be able to give coverage to only a select few NPOs, as this would
bias them. However, donations received from donors through the above initiatives must be
forwarded to the newspaper for their consideration in publishing. There is no replacement for
proper media coverage. Newspapers are able to validate the information published. The research
further indicates that recipients that receive regular mention in the newspaper may receive
additional donations from new donors. The aim is to keep the organisation top of mind and this
may address donor loyalty.

5.4.3 Limitations

The research is limited in that it does not take into account the value of the donations received.
The value of the donations given by a business may indicate the importance that it attaches to
social investment and the newspapers influence. If this research were to be re-done, it would need
 44

to take into account the size of the donating entity and resources available to it to gauge the
importance thereof to the entity.

The research also does not take into account advertorials, as they do not reference a business
donating a resource. This relationship has not been evaluated (pushpull effect) and may be
influencing social investment participation.

5.4.4 The way forward

The research leaves room for further direct investigation into social investment undertaken by
businesses in small towns.

Small towns are usually a close-knit community, making it easier to identify needs and to
communicate these. It is uncertain whether this closeness assists in expatiating responses, or
influences the relationship between NPOs and organisations. A greater understanding of the small
town NPOs and private sector interaction is required if we wish to find ways to deepen the existing
relationships.

5.5 FURTHER RESEARCH

The study focused on medias influence on social investment undertaken by business. Further
opportunities for research include:

Is there a relationship between medias portrayal of socail investment and a business

advertising spend, i.e. does a business get more exposure for its social investment because
of its advertising spend with the newspaper?
Is preference given to big donations or big organisations? By adding a data subset for the
size of an enterprise, insight may be provided into SMEs in small rural communities and their
involvement in CSI.
A longitudinal study on ways of improving businesses' loyalty towards an NPO / social
initiative (long-term sustainable relationships).
 45

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 50

APPENDIX A:
Number of Articles per Newspaper

George Herald : Number of articles

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
2013 9 6 10 8 8 12 20 12 11 10 7 4 117
2014 10 17 14 8 7 15 24 3 13 5 7 9 132
2015 6 10 7 11 10 9 27 7 7 16 9 8 127

Total per Month 25 33 31 27 25 36 71 22 31 31 23 21 376

Oudtshoorn Courant : Number of articles

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
2013 5 10 13 17 12 6 5 10 4 1 6 3 92
2014 8 19 6 6 13 6 14 8 3 4 4 1 92
2015 4 5 3 2 4 4 8 2 4 2 5 1 44

Total per Month 17 34 22 25 29 16 27 20 11 7 15 5 228

MosselBay Advertiser : Number of articles

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
2013 3 6 11 4 7 6 7 3 2 5 7 7 68
2014 6 12 17 5 7 4 8 6 6 5 5 11 92
2015 14 10 6 2 5 5 13 11 4 3 3 1 77

Total per Month 23 28 34 11 19 15 28 20 12 13 15 19 237

 51

APPENDIX B:
Number of Articles on odd number pages

George Herald : Number of articles on odd number pages

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
2013 1 2 3 3 2 4 9 6 9 4 0 1 44
2014 4 7 8 3 4 5 11 0 10 1 2 4 59
2015 4 5 5 4 3 4 14 4 4 5 2 3 57

Total per Month 9 14 16 10 9 13 34 10 23 10 4 8 160

Oudtshoorn Courant : Number of articles on odd number pages

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
2013 2 3 7 11 6 1 4 5 3 1 4 1 48
2014 6 7 4 2 7 2 8 2 2 2 3 0 45
2015 1 3 3 1 2 3 4 1 1 2 1 1 23

Total per Month 9 13 14 14 15 6 16 8 6 5 8 2 116

MosselBay Advertiser : Number of articles on odd number pages

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
2013 3 3 7 1 5 3 4 1 1 3 2 4 37
2014 5 5 10 3 4 2 4 4 5 4 2 7 55
2015 7 8 3 1 3 3 8 9 2 2 3 1 50

Total per Month 15 16 20 5 12 8 16 14 8 9 7 12 142

 52

APPENDIX C:
Number of Favourable Articles

George Herald : Number of favourable articles

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
2013 9 6 9 8 8 12 20 12 11 10 7 4 116
2014 9 16 14 7 7 15 24 3 13 5 7 9 129
2015 6 10 7 10 10 9 27 7 7 16 9 8 126

Total per Month 24 32 30 25 25 36 71 22 31 31 23 21 371

Oudtshoorn : Number of favourable articles

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
2013 5 10 13 17 12 6 5 10 3 1 6 3 91
2014 8 19 6 6 13 6 14 8 3 4 4 1 92
2015 4 5 3 2 4 4 8 2 4 2 5 1 44

Total per Month 17 34 22 25 29 16 27 20 10 7 15 5 227

Mossel Bay Advertiser : Number of favourable articles

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
2013 3 6 11 4 6 6 7 3 2 5 7 7 67
2014 6 12 17 5 7 4 8 6 6 5 5 11 92
2015 14 10 6 2 5 5 13 11 4 3 3 1 77

Total per Month 23 28 34 11 18 15 28 20 12 13 15 19 236

 53

APPENDIX D:
Number of Articles by Development Sector (George Herald)
George Herald Articles by Development Sector (2013)
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
Education 3 1 4 1 0 1 1 2 4 2 0 1 20
Social/ Community Dev 4 2 4 4 6 10 14 7 2 5 4 3 65
Environment 0 0 1 0 0 0 0 1 4 0 0 0 6
Health 1 2 1 2 0 1 2 2 1 3 3 1 19
Sports Development 2 1 0 1 2 0 1 0 0 2 0 0 9
Arts & Culture 0 0 0 0 0 0 1 0 0 0 0 0 1
Entrepreneurial 0 0 0 0 0 0 1 0 0 0 0 0 1
Housing 0 0 0 0 0 0 1 0 0 0 0 0 1

Total per month 10 6 10 8 8 12 21 12 11 12 7 5 122

George Herald Articles by Development Sector (2014)

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
Education 1 4 6 0 2 1 1 0 4 0 2 0 21
Social/ Community Dev 3 7 6 5 4 11 20 3 4 4 4 7 78
Environment 3 2 0 1 0 0 0 0 1 0 0 1 8
Health 1 2 1 2 1 1 1 0 3 0 2 1 15
Sports Development 2 2 2 0 0 0 0 0 1 1 0 0 8
Arts & Culture 0 0 0 0 0 2 1 0 0 0 0 0 3
Entrepreneurial 0 0 0 0 0 0 1 0 0 0 0 0 1
Housing 0 0 0 0 0 0 0 0 0 0 0 0 0

Total per month 10 17 15 8 7 15 24 3 13 5 8 9 134

George Herald Articles by Development Sector (2015)

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
Education 2 2 1 2 2 2 1 5 2 2 1 1 23
Social/ Community Dev 2 1 2 8 5 4 18 2 3 7 3 5 60
Environment 1 3 0 0 0 1 2 0 1 4 1 1 14
Health 0 1 2 0 1 1 3 0 0 2 1 1 12
Sports Development 1 4 2 2 0 2 1 0 1 2 0 1 16
Arts & Culture 0 0 0 1 1 0 0 0 0 2 1 0 5
Entrepreneurial 0 0 0 0 1 0 3 0 0 0 2 0 6
Housing 0 0 0 0 0 0 0 0 0 0 0 0 0

Total per month 6 11 7 13 10 10 28 7 7 19 9 9 136

 54

APPENDIX E:
Number of Articles by Development Sector (Mossel Bay Advertiser)

Mossel Bay Advertiser Articles by Development Sector (2013)

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
Education 1 1 1 1 3 1 2 0 0 3 3 1 17
Social/ Community Dev 1 2 4 1 3 4 6 1 2 2 4 5 35
Environment 0 1 2 3 2 1 1 1 0 1 0 0 12
Health 1 2 2 0 1 0 1 1 0 1 1 0 10
Sports Development 0 0 2 0 0 0 0 0 0 0 0 2 4
Arts & Culture 0 0 0 0 0 0 0 0 0 0 0 0 0
Entrepreneurial 0 0 0 0 1 0 0 0 0 0 0 0 1
Housing 0 0 0 0 0 0 0 0 0 0 0 0 0

Total per month 3 6 11 5 10 6 10 3 2 7 8 8 79

Mossel Bay Advertiser Articles by Development Sector (2014)

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
Education 3 7 2 1 1 1 0 0 1 1 0 2 19
Social/ Community Dev 2 1 5 1 4 0 6 1 2 3 2 8 35
Environment 0 0 1 1 0 1 1 3 2 2 0 1 12
Health 1 1 5 0 2 1 1 0 1 0 4 1 17
Sports Development 1 4 5 2 0 1 1 2 1 0 0 0 17
Arts & Culture 0 0 0 0 0 0 0 0 0 0 0 0 0
Entrepreneurial 1 1 0 0 0 0 0 0 0 0 0 0 2
Housing 0 0 0 0 0 0 0 0 0 0 0 0 0

Total per month 8 14 18 5 7 4 9 6 7 6 6 12 102

Mossel Bay Advertiser Articles by Development Sector (2015)

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
Education 4 3 2 0 1 0 0 1 0 0 0 0 11
Social/ Community Dev 9 4 2 2 3 2 11 5 3 3 1 1 46
Environment 3 0 2 0 0 2 1 0 1 0 0 0 9
Health 0 1 0 0 0 0 1 1 0 0 2 0 5
Sports Development 0 3 1 0 1 0 0 4 0 1 0 0 10
Arts & Culture 0 0 0 0 0 0 0 0 0 0 0 0 0
Entrepreneurial 0 0 0 0 0 1 0 0 0 0 0 0 1
Housing 0 0 0 0 0 0 0 0 0 0 0 0 0

Total per month 16 11 7 2 5 5 13 11 4 4 3 1 82

 55

APPENDIX F:
Number of Articles by Development Sector (Oudtshoorn Courant)

Oudtshoorn Courant Articles by Development Sector (2013)

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
Education 2 2 1 4 3 1 0 0 2 0 1 1 17
Social/ Community Dev 0 4 5 9 5 5 5 7 0 0 3 2 45
Environment 0 0 2 1 3 1 0 0 1 0 1 0 9
Health 1 2 1 1 2 0 0 4 0 1 2 0 14
Sports Development 3 4 4 2 3 0 0 1 0 0 0 0 17
Arts & Culture 0 0 1 1 0 0 0 0 0 0 0 0 2
Entrepreneurial 0 0 0 2 3 0 0 0 0 0 0 0 5
Housing 0 0 0 0 1 0 0 0 0 0 0 0 1

Total per month 6 12 14 20 20 7 5 12 3 1 7 3 110

Oudtshoorn Courant Articles by Development Sector (2014)

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
Education 0 5 0 2 3 2 1 3 0 1 1 0 18
Social/ Community Dev 1 5 4 2 7 2 11 5 3 1 2 1 44
Environment 0 1 0 0 2 0 1 0 0 1 0 0 5
Health 0 2 0 0 1 0 1 1 0 1 1 0 7
Sports Development 7 8 2 1 4 2 2 1 0 0 0 0 27
Arts & Culture 0 0 0 0 0 0 0 0 0 0 0 0 0
Entrepreneurial 0 2 0 2 0 0 0 0 0 0 0 0 4
Housing 0 0 0 0 1 0 1 0 0 0 0 0 2

8 23 6 7 18 6 17 10 3 4 4 1 107

Oudtshoorn Courant Articles by Development Sector (2015)

Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Total
Education 1 0 0 1 3 1 0 1 1 0 2 0 10
Social/ Community Dev 1 1 2 1 1 2 7 0 1 0 2 0 18
Environment 1 0 0 0 0 0 0 1 0 0 0 0 2
Health 0 1 0 0 0 0 0 0 0 1 2 1 5
Sports Development 2 3 2 0 0 1 1 0 2 1 0 0 12
Arts & Culture 0 0 0 0 0 0 0 0 0 0 0 0 0
Entrepreneurial 0 0 0 0 0 0 0 0 0 0 0 0 0
Housing 0 0 0 0 0 0 0 0 0 0 0 0 0

Total per month 5 5 4 2 4 4 8 2 4 2 6 1 47

 56

APPENDIX G:
The structure of the South African non-profit institution classification

1. Culture & recreation 11. Culture and arts 111. Historical, literacy and humanistic societies
112. Media and communications
113. Museums
114. Performing arts
115. Visual arts, architecture, ceramic art
116. Zoos and aquariums

12. Sports 120. Sports

13. Recreation social- and service clubs 131. Recreation and social clubs
132. Service clubs

14. Culture and recreation research 140. Culture and recreation research

19. N.e.c. in Culture and recreation 190. N.e.c. in Culture and recreation

2. Education 21. Primary and secondary education 210. Primary and secondary education

22. Higher education 220. Higher education

23. Other education 231. Adult/continuing education

232. Vocational/technical schools

24. Education research 240. Education research

29. N.e.c. in Education 290. N.e.c. in Education

3. Health 31. Hospitals and rehabilitation 311. Hospitals

312. Rehabilitation

32. Nursing homes 320. Nursing homes

33. Mental health and crisis intervention 331. Crisis intervention

332. Mental health treatment
333. Psychiatric hospitals

34. Other health services 341. Emergency medical services

342. Health treatment, primarily outpatient
343. Public health and wellness education
344. Rehabilitative medical services

35. HIV and AIDS 351. HIV and AIDS education

352. Care and support for people living with HIV/AIDS
353. Prevention of HIV and AIDS

36 Health research 360. Health research

39 N.e.c. in Health 390. N.e.c. in Health

 57

4. Social services 41. Social services 411. Family services

412. Child welfare and child services
413. Day care
414. Self-help and other personal social services
415. Services for the elderly
416. Services for the handicapped
417. Youth services and youth welfare
418. Services for the orphanages

42. Emergency and relief 421. Disaster/emergency prevention and control

422. Refugee assistance
423. Temporary shelters

43. Income support and maintenance 431. Income support and maintenance
432. Material assistance

44. Social services research 440. Social services research

49. N.e.c. in Social services 490. N.e.c. in Social services

5. Environment 51. Environment 511. Environment beautification and open spaces

512. Natural resources conservation and protection
513. Pollution abatement and control

52. Animal protection 521. Animal protection and welfare

522. Veterinary services
523. Wildlife preservation and protection

53. Environment research 531. Animal research

532. Air pollution
533. Water pollution
534. Land use
535. Mineral
536. Biodiversity
537. Marine coastal
538. Forest conservation
539. Other environment research

59. N.e.c. in Environment 590. N.e.c. in Environment

6. Development & housing 61. Economic, social & community development

611. Community and neighbourhood organisations
612. Economic development
613. Social development

62. Housing 621. Housing associations

622. Housing assistance

63. Employment and training workshops 631. Job training programs

632. Vocational counselling and guidance
633. Vocational rehabilitation and sheltered

64. Development and housing research 640. Development and housing research

69. N.e.c. in Development and housing 690. N.e.c. in Development and housing
 58

APPENDIX H:
Donors that repeatedly given to a Specific types of Project or Entities
(George Herald)
No. of Repeat
Donor 2013 2014 2015 Project
Initiatives Donations
ABSA X X Options 1 1
ACSA X X X OCC Wheelchair Race 1 1
ACSA X ACSA donates to Blanco primary full winter uniform and a backpack to each child 1
ACSA X ACSA sponsors recliners for parent to be able to stay over in childrens ward 1
ACSA X ACSA hands out blankets, soup and sandwitches to homeless 1
ACSA X George Airport donates 2 wheelchairs to Eljada Kairos Skool 1
Algoa FM X X X Blankets/ Clothes/ Food 1 1
Algoa FM X Stationery - Individuals 1
Algoa FM X Sponsorship airtime (wheelchair race/ toy run) 1
Algoa FM X George Business Chamber, co-sponsored by Algoa FM - Entrepreneurial Training workshop 1
Burger en Genote X Burger en Genote - Moreson Childrens home and Bathesda 1
Burger en Genote X Burger en Genote - GRG suid colouring books 1
Canon X Mount Hope Hospice 1
Canon X Blanco Primary 1
Cape Nature and Phumelela Education and Awareness, a nongovernmental organisation (NGO) -
Cape Nature
X educational trip 1
Cape Nature X Youth seminar 300 participants - sponsored by various government and businesses 1
Cape Pine Personnel X CANSA 1
Cape Pine Personnel X Cape Pine paints St Pauls Primary School 1
Cape Pine Personnel X Cape Pine fixed school desk and added storage - Hybernia Primary 1
Cell C X X OCC Wheelchair Race 1 1
Checkers X X Food Collection 1 1
Checkers X Checkers Hyper donate R5,000 to Rosemore Old Age home 1
D'Amato Jewellers X X X Donate product - Funraiser Carpe Diem School 1 1
Datadot Technology X X Food [Meals] 1 1
Datadot Technology X X X Trees 1 1
Datadot Technology X School clothes 1
Datadot Technology X Toiletries & Care Packages 1
De Jagers X Sponsor camp life skills 1
De Jagers X Sponsor School 1
Depart Correctional Services X Correctional Services officials raised money to rebuild home and wheelchair 1
Depart Correctional Services X Department of Correctional Services (DCS) has raised R80 000 in aid of underprivileged schools 1
Depart Correctional Services X Department of Correctional Services donates R10,000 to buy 159 shoes 1
Department of Correctional Services donates shower, haircut and bag of necessities to 10
Depart Correctional Services
X homeless people 1
Depart of Agri X Veggie gardens and water tanks 1
Depart of Agri X Department of Agriculture teach small farmers on how to medicate animals 1
Depart of Agri X Youth seminar 300 participants - sponsored by various government and businesses 1
Dis-chem x George Child Welfare receives donation from Diskem R10,000 1
Dis-chem x George Cansa relay for life R341,000 1
Eden Lions Club X X X Food related Projects 1 1
Eden Lions Club X Lions raise funds for night shelter 1
Eden Municipality X Educational supplies 1
Eden Municipality X Training 1
Eden Municipality X X Food and Clothes 1 1
Eden Municipality X Support small farmers 1
Eden Municipality X Donation Funding 1
Eden Municipality X Eden District Municipality revamps Isiseko Creche - Varous local sponsors thanked 1
Eden Municipality X Eden District Municipalitys - Peer Educational Project - clean air project 1
Eden Nomads X Eden Nomad Bowls donate clothing to Bethesda 1
Eden Nomads X Eden Nomad Bowls donate funds to Up with Downs 1
EdenFM X Edenfm paint building for Vereniging vir Persone met Gestremdhede (VPG) [disabled] 1
EdenFM X X Food related Projects 1 1
EdenFM X Edenfm donates electric 2 plate stoves 1
Eskom X Eskom Foundation donated R44 580 to waste management project 1
Eskom X Eskom handing out energy efficient light bulbs 1
Fancourt X X Emmas 1 1
Fancourt X CANSA 1
Fancourt X X Rosemoor Old Age Home 1 1
Fancourt X X Environment 1 1
Fancourt X Options 1
Fancourt X Mount Hope Hospice 1
Fancourt X X George Child Welfare 1 1
Fancourt X Rosemoor Old Age Home 1
Fancourt X New Dawn Primary 1
Fancourt X Olympia High 1
Fancourt X Conville Library 1
Firstcare Medics X X Firstcare Medics donates food parcels to Jonkersberg 1 1
FMC services X X Educational supplies 1 1
 59

Francois Ferreira Academy X X X Carpe Diem School Fundraiser 1 1

Garden Route Mall X X Moreson 1 1
Garden Route Mall X X Life Community Services 1 1
Garden Route Mall X Rosemoor Old Age Home 1
Garden Route Mall X Up with Downs 1
Garden Route Mall X X FAMSA 1 1
Garden Route Mall X Eden Food Bank 1
Garden Route Mall X George Child Welfare 1
Garden Route Mall X Carpe Diem School 1
Garden Route Mall X George Hospital 1
Garden Route Mall X JJ Watson Old Age Home 1
Garden Route Mall X Food related Projects 1
George Business Chamber X X Training and entrepreneurship workshop 1 1
George Herald X Food related Projects 1
George Herald X Sponsored advertsing Toy Run 1
George High School X X Environmental Cleanup 1 1
George Municipality X IT and internet service 1
George Municipality X X Donates equipment to needy creches 1 1
George Municipality X Donates sports equipment Franken Primr van Herold en United Stars van Geelhoutboom 1
George Municipality X Donates household after houses burnt down 1
George Municipality X GRG Municipality, Chamber Commerce entrepreneurial workshop 1
Glenwood House X Phambili 1
Glenwood House X X CANSA 1 1
Glenwood House X Environmental Cleanup 1
Glenwood House X George Child Welfare 1
Glenwood House X Kidstop 1
Globe Flight X Rawson Properties en Globe Flight paint Die Akkertjie-kleuterskool [repairs and book donated] 1
Western Cape Department of Agriculture - Government, private sector and Civil Society (Globe
Globe Flight
Flight) collected food Karatara (water havesting), with projects in Rheendal and Fairview (training)
X 1
Go George X X Involvement with Diabled people 1 1
Golden Harvest X X CANSA and Health Related 1 1
Group Editors X Group Editors & Spur - Diepkloof primary meals 1
Group Editors X Group Editors, SABC, MTN - provide free health screenings and immunisations 1
Hartman Butchery X X X Carpe Diem School Fundraiser 1 1
Hartman butchery X Hartman en Seuns Slagtery - Pacaltsdorp Primary colouring in books 1
Holy Cross Primary School collected stationery and school clothes for Bethesda Child and Youth
Holy Cross Primary School
X Care Centre 1
Holy Cross Primary School X Holy Cross Pre-Primary School visited Bongolethu Crche donated blankets 1
Holy Cross Primary School X Holy Cross does a beach clean-up 1
Hyatt Regency X Carpe Diem School 1
Hyatt Regency X Warmth4kidz 1
Kempston Truck Hire X X OCC Wheelchair Race 1 1
Lancewood X 3500 sandwiches for Mandela Day - various sponsor mentioned 1
Lancewood X Lancewood Holdings sponsors R50 000 to OCC wheelchair race 1
Margo Swiss X X Food for Kids 1 1
Margo Swiss Southern Cape Childrens Choir 1
Mediclinic George repaired, painted and upgraded the playground equipment at the Rosemoor
Mediclinic
X Crche 1
Mediclinic X Mediclinic [Fedics]serves meals to Blanco Clinic patients 1
Methodist Church X Single parenting course 1
Methodist Church X Carpe Diem School 1
Midas Paint X Lyttelton Frail and Hospice Centre 1
Midas Paint X Midas bus to transport disabled 1
MTN X Hibernia Primary School 1
MTN X Free Health screening 1
Mujo X X CANSA and Health Related 1 1
Nashua X X Mount Hope Hospice 1 1
Nedbank X Nedbank donates money Bolton Food for Life Foundation 1
Nedbank X Nedbank Private Wealth donates office furniture to Bethesda 1
Nedbank X Nedbank Winter Campaign 200 blankets and groceries worth R50,000 - LIFE Community Services 1
Nedbank X Fancout and Nedbank host golf day for Emmause [disabled] - R64,500 1
Nedbank X The Nedbank Ampitheater - gave R28 000 and umbrellas to promote arts 1
Nedbank X Free Diabeteoc testing sponsored by Oakhurst, Nedbank, Coastal Hiring 1
NG Moedergemeente X X NG Moedergemeente hand out toileties to patients 1 1
NG Moedergemeente X Food related Projects 1
Nelson Mandela Metropolitan University (NMMU) has pledged its support to Imizamo Yethu
NMMU
X Secondary School 1
NMMU X X NMMU scholarship 1 1
NMMU X Environment/ conservation 1
NMMU X Oliver Twist Project 1
NMMU X Food related Projects 1
Oakhurst Insurance X X Arts Theatre 1 1
Oakhurst Insurance X Free Diabeteoc testing sponsored by Oakhurst, Nedbank, Coastal Hiring 1
Outeniqua Bakery X X Food related Projects 1 1
 60

Outeniqua High X CANSA 1

Outeniqua High X Outeniqua High school and Trellidor donate prosthetic leg 1
Outeniqua High X Horskool Outeniqua donates R1,950 up with downs 1
Outeniqua High X Wheelchair 1
Outeniqua High X Environmental Cleanup 1
Outeniqua Primary X X Life Community Services 1 1
Outeniqua Primary X Outeniqua Primary School makes play dough for needy creches 1
Outeniqua Primary X Environmental Cleanup 1
Palm Tyre X Palm Tyre - Geelhoutboom primary colouring books 1
Palm Tyre X Gifts for retirement home (old people) 1
Palm Tyre X donate food to Maranatha Crche after breakin wherein food was stolen 1
Palm Tyre X Palm Tyres donates bus tickets to deaf 1
Pathcare X X Supports Education 1 1
PEP X Pep teacher of the year award 1
PEP X Pep donates to Seven Passes Initiative - soupbowls, plates, stationery, cutlery and crockery. 1
PetroSA X Eden district Municipality & Petro SA train electricians 1
PetroSA X PetroSA sponsors science expo 1
Pink Tree Project X X Cansa 1 1
P'nP X P'nPay collection point Red Cross oncology department/ South Cape Auto Transport to CT 1
P'nP X Pick n Pay George donated R20 000 to Mreson Childrens Home 1
P'nP X Woolworths and P'nP have recycling bins for hazardous waste [light bulbs] 1
P'nP X P 'n P arranges a food & gift run 1
Redberry Farm X Redberry Farm hosted Masifunde Crche 1
Redberry Farm X X CANSA 1 1
Rotary X buy a hoist of R12 000 for Lyttelton Frail and Hospice Centre 1
Rotary X Rotary donates R15,000 to SA guide dogs 1
Rotary X Rotary Family Health Days - Free health accessment HIV, TB, Bloodpressure etc 1
Round Table X CANSA and Health Related 1
Round Table X Toys to sick children 1
Round Table X Round Table George donated a gas stove to Kilpin House 1
SAB X X Environmental Issues 1 1
SESSA X X George Child Welfare 1 1
Solidarity Helping Hands X Scholarship 1
Solidarity Helping Hands X Solidarity helping hands with the help of various businesses upgrade primary school in Hoekwil 1
Solidarity Helping Hands X Helping Hands donates 60 blankets to ACVV 1
Southeby's International X Food related Projects 1
Southeby's International X CANSA 1
Spar X Mount Hope Hospice 1
Spar X Up with Downs 1
Spar X Blanco Primary 1
Spar X Maranatha Crche 1
Spur X X Food related Projects 1 1
Spur X Spur toy drive 1
St Albans Church X St. Albans Kerk & Eden feed bank volenteers - feeding program Pacaltsdorp 1
St Albans Church X St Albans Anglican congregation donates blankets to Bethesda 1
St Vincent de Paul X X Food & Gifts 1 1
SWDCB Academy and donations of furniture (beds and mattresses) as well as bedding - lost
SWD Cricket
X everything in fire 1
SWD Cricket X SWD Cricket Coronation Memorial Home clean and paint 1
SWD Cricket X Scholarship 1
SWD Eagles rugby union X Scholarship 1
SWD Eagles rugby union X SWD eagles donate R11,000 to Options 1
Tavcor has made a financial donation to the Bethesda Child and Youth Care Centre acquiring items
Tavcor
X on their "Needs List". 1
Tavcor X X X Food related Projects 1
Toyota X Toyota supports Eden Food Bank by supplying a delivery vehicle every Tuesday 1
Toyota X Toyota donates a container to Dawn Park primary to store sports equipment 1
Toyota X Halfway Toyota donate clothing and security equipment for Pacaltsdorp Neighbourhood watch 1
Trellidor X Trellidor George donated a security gate to the Up with Downs School 1
Trellidor X Outeniqua High school and Trellidor donate prosthetic leg 1
UNISA X Veggie gardens and water tanks 1
UNISA X Youth seminar 300 participants - sponsored by various government and businesses 1
USB X Scholarship 1
USB X Entrepreneurial Workshop - 150 participants sponsored by USB 1
Vodacom X Vodacom cheese festival donates R50,000 to various NGO's 1
Vodacom X Vodacom computer centre for Mzoxolo Primary 1
WESSA X X Environmental Cleanup 1 1
World Wildlife Foundation X X Environmental Issues 1 1

Repeat Donors 23% 203 46

 61

APPENDIX I:
Donors that repeatedly given to a Specific types of Project or Entities
(Mossel Bay Advertiser)
No. of Repeat
Donor 2013 2014 2015 Project
Initiatives Donations
ABSA X Absa skenk R5000 vir ACVV Kenani Dienssentrum 1
ABSA X ABSA sponsors toys, sports equip to ACVV 1
ACSA X X OCC Wheelchair race 1
ACVV X ACVV supports Ikhwezi Lomso Crche with blankets, mattresses 1
ACVV X Clothing Collection 1
ACVV X Denneprag Primary repairs done sponsored by ACVV and Garden Route Casino 1
Garden Route Casino Community Trust (GRCCT) sponsor the Fransmanshoek Conservancy with a
ACVV
X TOMCAT chipper 1
Afro Fishing X SAPREC money, fish, towels 1
Afro Fishing X Afrofishing Canned fish to Benevolent Park 1
Baruch X SAPREC money, fish, towels 1
Baruch X Baruch distributes 25000L soup per month to hospitals 1
Baruch X Funding donation 1
Caf Gannet X Cateract Operation fundraiser 1
Caf Gannet X Mossel Bay Care Centre 1
Cansa relay for life X Huis Karo 1
Cansa relay for life X CANSA 1
Cape Diving X NSRI 1
Cape Diving X Bicycles 1
Coetzee Alberts Argitekte X Stationery 1
Coetzee Alberts Argitekte X School Cases 1
DAlmeida X JCC Kamp residents gifts 1
D'Almeida X Stationery 1
D'Almeida X Child Welfare funding 1
De Dekke X X Stationery 1 1
De Dekke X Powertown creche furniture 1
De Dekke X Plaasjapies Nursery School - sports equip 1
Depart Correctional Services X Khanyiso Nursery School, Visisiwe Nursery Schools - gifts 1
Depart Correctional Services X Denneprag Primary - School supplies 1
Fruit and Veg X Benevolent Park residents 1
Fruit and Veg X ACVV spring dance 1
Fruit and Veg X Grosvenor oorlewening 1
Garden Route Casino X Sports Equipment 1
Garden Route Casino X School Fees 1
Garden Route Casino x Wolwedans Kleuterskool - new class room various businesses 1
Garden Route Casino X Denneprag Primary repairs done sponsored by ACVV and Garden Route Casino 1
Garden Route Casino X sponsor the Fransmanshoek Conservancy with a TOMCAT chipper 1
Garden Route Casino X donated wool for Anglican Church knitting a blanket drive [blankets for CANSA] 1
Garden Route Casino X UPS for SAPREC 1
Garden Route Casino X Blankets 1
Hartenbos Gift Wrapper Org X X CANSA 1 1
Heart2Heart X Sports Equipment 1
Heart2Heart X Milkwood primary school clothes 1
Life Bay View X I can Kids - ACVV 1
Life Bay View X Sonskynduimpies Nursery School 1
Life Bay View X Night Shelter 1
Life Bay View X Bathandeni Baby Centre 1
Milkwood Primary X Leolan Akademie 1
Milkwood Primary X Milkwood Primary School donates clothes to charity 1
Milkwood Primary X CANSA 1
Mossel Bay Advertiser X Khulisa Educare 1
Mossel Bay Advertiser X Oliver Twist Project 1
Mossel Bay Care Centre X X X Ridgeview Primary School School 1 1
Mossel Bay Care Centre X Mosselbaai Care center thanks various sponsors kids party 1
Mossel Bay Care Centre X Thank you letter to various businesses for support Care Centre 1
Mossel Bay Municipality X X Health Checks 1 1
Mossel Bay Municipality X Recycling - people can swop for household products 1
Mossel Bay Municipality X Community empowerment project - PetroSA and Municipality - clear fire breaks 1
Mossel Bay Municipality X Eskom & Mossel Bay Municipality Energy saving switches 1
Mossel Bay Municipality X Muncipality donation fund donated R35000 to Mossel Bay Care Centre education fund 1
National Lottery X Wolwedans Kleuterskool - new class room various businesses 1
National Lottery X Lotto gave funds to Mosselbaai cricket club 1
South Western Districts Cricket received R2.391-million from National Lotteries Distribution Trust
National Lottery
X Fund (Sport and Recreation) 1
Nedbank X Health Checks 1
Nedbank X Nedbank sponsors Hillcrest high repairs to building R11,000 1
Heart2Heart, Sizanani,Cash & Carry en Bay Loans gave donation for entry to tournament. Nedbank
Nedbank
X sponsored jerseys Young Stars Football Club 1
Nedbank X Bathandeni Baby Centre 1
NMMU X X Scholarship 1 1
NMMU X Environmental Issues 1
Old Mutual X Old Mutual Doortech Cape donate R3866.25 to SPCA 1
Old Mutual X Old Mutual Christmas party for 200 children 1
 62

Old Mutual X Old mutual donated R20 000 to school for netbal field 1
Old Mutual X KwaNonqaba Development Forum (NGO) funding from Old Mutual 1
Oyster Bay Reserve Environmental Training and Education 1
Oyster Bay Reserve Oyster Bay Reserve and NMMU investigate Petro SA reserve, introduce new species 1
Petro SA X Environment and fire training 1
Petro SA X Petro SA to build youth training Center 1
Petro SA X PetroSA tutor school children on Saturdays 1
Petro SA X Development Run - R5250 donated to 6 Schools 1
Petro SA X Techno Girl Programme - learnership 1
Petro SA X CANSA 1
Petro SA X Donated R500 gift voucher to Siyanithanda Centre for children with disabilities 1
Petro SA A Enterprise and Supplier Development (ESD) Programme - support SMMEs 1
Petro SA X Teaches Saturnus Primary about the environment 1
Petro SA X PetroSA donate books, clothes to local NGO 1
Phoenix Netball Club X Fun Run for Mossel Bay old Age Home 1
Pheonix Netball Club X Pheonix Netball club gifts for old Age Homes Ons Rus + Ons Huis 1
Pick n Pay X X Mossel Bay Care Centre 1
Pick n Pay X SPCA 1
Pick n Pay X ACVV 1
Pick n Pay X NSRI 1
Punt High School X Oliver Twist Project 1
Punt High School X Horskool Punt donates old computers to Principia Primary in Oudtshoorn 1
Rauch Gertenbach Attorneys X Rauch Gertenbach prokureurs legal rights dag - free legal advice 1
Rauch Gertenbach Attorneys X Leolan Akademie 1
Rauch Gertenbach Attorneys X ACVV 1
Rotary X NSRI 1
Rotary X Health Checks 1
Rotary X SAPREC money, fish, towels 1
Round Table X Clothing Collection 1
Round Table X Round Table teaches life skills to children - donation from Woolworths 1
Round Table X Round Table Mosselbay donates a ventilator 1
Seeff Mossel Bay X SEEFF Mosselbaai eiendomkonsultant skenk R2500 vir Motor-Neuron-Sklerose 1
Seeff Mossel Bay X Seeff Mosselbay donates R40,000 to ACVV 1
Shoprite X School fees, Books and Uniforms 1
Shoprite X SPCA 1
Shoprite X Stationery 1
Shoprite X sponsor Pretty Things for Little Things campaign 1
Shoprite X helps homeless lady Jeanet Draghoender 1
Shoprite X donates vetkoek to needy 1
Shoprite X served breyani, cake to Mickey Mouse d/care 1
South Cape Caterers X TM Ndanda Primary School 1
South Cape Caterers X CANSA 1
South Cape College X PetroSA tutor school children on Saturdays 1
South Cape College X OCC Wheelchair race 1
Spar X Sports Development 1
Spar X Powertown creche 1
Spar X Great Brak GPF 1
Spar X Plaasjapies Nursery School 1
Spar X Grosvenor oorlewening 1
Spur X Minnesota Spur - donate a can - given to needy 1
Spur X ACVV 1
St Peters Anglican Church X X Blanket Project - blankets to numerous charities 1 1
Woolworths X Round Table teaches life skills to children - donation from Woolworths 1
Woolworths X Mossel Bay Care Centre 1

Repeat Donors 5% 124 6

 63

APPENDIX J:
Donors that repeatedly given to a Specific types of Project or Entities
(Oudtshoorn Courant)
No. of Repeat
Donor 2013 2014 2015 Project
Initiatives Donations
ACSA X X OCC Wheelchair race 1 1
ABSA X Centre of Hope 1
ABSA X X Books 1 1
Absa donates washing machine, heaters and blankets to South Cape Eljada-aftercare for people
ABSA
X with disabilities 1
ABSA X ABSA donates furniture & equipment to House Francis (street kids initiative) valued at R50 000 1
ABSA X ABSA & Famsa - Family awareness Day 1
ABSA X Blankets & Clothing 1
Agri Klein Karoo Coca Cola, Rotarirs & Agri Klein Karoo provide clinic services to 200 1
Agri Klein Karoo X X Sports Development 1 1
AlgoaFM X Oliver Twist Project 1
AlgoaFM X OCC Wheelchair race 1
AVBOB X AVBOB donates blankets to Coronation Old age home 1
AVBOB X AVBOB donates a library to Satumus Primary School 1
Boshoff Building materials X Donation of Building supplies to School 1
Boshoff Building materials X Donation of Wendy house to individual 1
Cango Wildlife Ranch X OUDTSHOORN Cango Wildlife Ranch & FAMSA - sponsor visit of 100 children on youthday 1
Cango Wildlife Ranch X Cango Wildlife Ranch. NSRI helped them with seal rescue 1
Cango Wildlife Ranch X Learning aids 1
Cape Nature X SA Volstruisbesigheidskamer, Cape Nature donate 10 solar panels to farm workers 1
Cape Nature X Cape Nature - Expanded Public Works programme, training for entrepeneurs & farm workers 1

Cape Nature
X Cape Nature donate wonderbags, environmentally friendly cooker to households in Bongolethu 1
Cape Nature, Oudtshoorn toerisme Trapsuutjies projek, awareness project for environmental
Cape Nature
X impact 1
Cape Nature X Trapsuutjies-project donates tree for arbour day 1
Cash Build X Wheelchair 1
Cash Build X Donation of Wendy house to individual
Cash Build X Donation building suppies housing communities 1
Checkers X X Books 1 1
Checkers X Checkers - Hartlamfees pancake competition - funds raised for abused woman and children 1
Checkers X Checkers Oudtshoorn tea & Cake to Helen Belliganhof residents 1
Coke X Health services 1
Coke X NamPak, PetroSA & Cocal Cola Fortune - sponsors vegetable garden at schools 1
Die Burger X Oliver Twist Project 1
Die Burger X OCC Wheelchair race 1
Die Burger X Sports Development 1
Eden FM X Eden FM donates R10,000 to C-Pap and oxygen machine to needy patients, 1
Eden FM X Food related Project 1
FAMSA X FAMSA Karoo - Youth camp, life-skills training 1
FAMSA X OUDTSHOORN Cango Wildlife Ranch & FAMSA - sponsor visit of 100 children on youthday 1
FAMSA X ABSA & Famsa - Family awareness Day 1
George Bikers X motorfietsryers toy-run - donation points at shopping centers 1
George Bikers X George bikers donated groceries to cancer patient 1
Group Editors X Oliver Twist Project 1
Group Editors X OCC Wheelchair race 1
Group Editors X Various NGOs, CBOs, NPOs 1
Harley Davidson Owners Group X Breede River Harley Davidson Owners Group hand out blankets at Hope Option Centre 1
Harley Davidson Owners Group
X Die Harley-eienaars, elke inwoner van Vygieshof n kombers en n kniekombers as geskenk gegee. 1
John Deere X Action Kids 1
John Deere X Black Swan, Cango Valley Water en John Deere donates to Down Syndrome sports day 1
KFC X KFC - Mini cricket program for black players, sponsor 1
KFC X KFC, Old Mutual, Die Burger Point High Cricket festival 1
Klein Karoo Seed X Kleinkaroo Saad produksie - training regarding seeds BEE 1
Klein Karoo Seed X Klein Karoo Seed products food parcels 1
Klein Karoo Seed X Klein Karoo Seed and Jonckies Transport donate hockey hoodies 1
Meals on Wheels Blankets 1
Meals on Wheels X X Food related Project 1
Meals on Wheels X Meals on Wheels Wes-Kaap skenk aan MOW Oudtshoorn 1
Media24 X Media24 donated school clothes to Dyselsdorp Primary 1
Media24 X Media24 sponsors Emily Hobhouse competition with prizes sponsored to school 1
Meiringspoort Committee X X Blankets 1 1
Nampak X Health services 1
Nampak X NamPak, PetroSA & Cocal Cola Fortune - sponsors vegetable garden at schools 1
Nedbank X Nedbank Oudtshoorn Ass. for Disabled, R16 000 donation 1
Nedbank X Nedbank St Luigis Scrosoppi Care Centre, R16 000 donation 1
Nedbank X Sports Development 1
Ocean Basket X X Food related Project 1 1
Old Mutual X Sports Development 1
Old Mutual X Old mutual donates rain jackets for school patrols 1
Old Mutual X Old Mutual donates blankets to APD-Oudtshoorn [Disabled] 1
Oudsthoorn Aeroclub X Reach for a dream 1
Oudsthoorn Aeroclub X Transport injured home, BFN to Oudts 1
 64

Oudtshoorn Business Chambers X Gratis 5dag Entrepeneur kursus 1

Oudtshoorn Business Chambers X Food related Project 1
Oudtshoorn Business Chambers X Sports Development 1
Oudtshoorn Courant X X Oudtshoorn Courant Action kids, mediaborg 1 1
Penny Pinchers X Pennypinchers donate 10x table and chairs to St. Francis Centre 1
Penny Pinchers X Pennypinchers donates R3,000 to people with disabilities 1
Penny Pinchers X Pennypinchers sponsors Collegians rugby club - Golf shirts 1
Penny Pinchers X Pennypinchers donate jerseys to United Stars-soccer team 1
Petro SA X Various NGOs, CBOs, NPOs 1
Petro SA X Veggie Garden 1
Principia Primary School X Principias learners donate to Cango wildlife Ranch 1
Principia Primary School X Principia Independent School. Santa shoebox project 1
Principia Primary School X Principia School donates dog food and blankets to SPCA 1
Rotary X X Health services 1 1
Rotary X X Blankets 1 1
Rotary X Rotarir Klub van Oudtshoorn - Cateract project 1
Rotary X Arkel, Alphense and Oudtshoorn Rotarirs - Upgrade play school 1
Round Table X X Blankets 1 1
Round Table X Tafelronde 33 & Solidariteit Helpende Hand (kinders outing) 1
RSG X X Books 1 1
Sanlam X CANSA 1
Sanlam X Sanlam donates funds to De Rust Primre Skool 1
SAPD X SAPD se Vrouenetwerk donates Huis v Hoop primary school, microwave & clothes 1
SAPD X SAPD donates scarves to Kelim Primary 1
Shoprite X Books 1
Shoprite X Shoprite self defence workshop for woman 1
Shoprite X Food related Project 1
Shoprite X sponsor a competition for farm workers 1
Solidarity Helping Hands X Prize money for essay competition 1
Solidarity Helping Hands X Solidariteit Helpende Hand subsidise student Teachers 1
Solidarity Helping Hands X X X School cases and stationery 1 1
Solidarity Helping Hands X Solidariteit Helpende Hand donates 2 x interest free study loans 1
Solidarity Helping Hands X Solidariteit Helpende hand - Free aptitude tests, high school subject choices 1
Solidarity Helping Hands X Solidariteit Helpende hand donates R1.5 miljoen to sustainable project 1
Solidarity Helping Hands X Books 1
Solidarity Helping Hands X Food related Project 1
Solidarity Helping Hands X Tafelronde 33 & Solidariteit Helpende Hand (kinders outing) 1
Standard Bank X X Sports Development 1
SWD Cricket Board X X Sports Development 1 1
SWD Cricket Board X X Bursery 1 1
SWD Rugby Union X X Sports Development 1 1
Vryburgers X Sports Equipment 1
Vryburgers X Food related Project 1
Vryburgers X Vryburgers & Klein Karoo Toyota - Fundraiser 4x4 challenge, for kos v kinders 1
Vryburgers X Blankets & Clothing 1
Vryburgers X Various NGOs, CBOs, NPOs 1
Wesbank Primary X Laerskool Wesbank UNISA bursery, 3 students 1
Wesbank Primary X Wesbank Primary collect school shoes 1

Repeat Donors 14% 116 16

 65

APPENDIX K:
Medias influence by evaluating recipients coverage: George Herald
Recipient 2013 2014 2015 Project Notes

Arts Theatre 2014.06.05 2015.05.14 Oakhurst donated towards upgrade

Possible motivated by article read in prior
Arts Theatre
2015.10.15 Nedbank donates umbrellas to ampitheatre weeks
Tavcor has made a financial donation to the Bethesda Child acquiring items on their
Bethesda
2013.03.21 "Needs List".
Bethesda 2013.07.18 Zurich Insurance Group Donate to Bethesda
Bethesda 2013.08.22 Rotary Wheelchair Foundation of the UK donated 110 wheelchairs, Bethesda received 50
Bethesda 2013.11.14 Nedbank Private Wealth donates office furniture to Bethesda
Bethesda 2014.02.06 Dept of Health foreign donors - Bethesda storey regarding people helped
Holy Cross Primary School collected stationery and school clothes for Bethesda Child and
Bethesda
2014.03.27 Youth Care Centre Donations most likely motivated from
Bethesda 2014.06.19 Eden Extreme. Has donated R4 500 to Bethesda repetition (Top of Mind)
Bethesda 2014.06.26 DataDot Technologys - Bethesda Toiletries and care packages
Bethesda 2014.07.17 Canada Rotary - R50,000 Bethesda
Bethesda 2014.07.17 renovation of the floors in the building where Bethesdas Wikkelwurms
Bethesda 2015.03.26 Wool Studio donates knitted blankets to Bethesda
Bethesda 2015.05.28 Masterbrands handed out ice creams at Rosemoor, GRG child Welfare, Bethesda
Bethesda 2015.06.18 Eden Nomad Bowls donate clothing to Bethesda
Bethesda 2015.10.08 St Albans Anglican congregation donates blankets to Bethesda
Blanco Primary 2013.07.25 ACSA donates to Blanco primary full winter uniform and a backpack to each child
No relationship dates to far apart
Blanco Primary 2015.06.04 Blanco Primary thank you to sponsors of Golf day
Bongelethu Creche 2014.03.13 Imizamo Yethu High School sponsor gifts for Bongolethu Crche
Possible motivated by article read in prior
Bongelethu Creche
2014.08.21 Holy Cross Pre-Primary School visited Bongolethu Crche donated blankets weeks
CANSA 2013.02.07 Golden Harvest and Fruit & Veg Garden Route Mall donated fruit and veg to help CANSA
CANSA 2013.03.14 Weetbix & E-Tv sponsor KANSA relay
CANSA 2013.04.18 Knysna Municipality donates R70,000 to CANSA
CANSA 2013.06.27 Fancourt sponsored supported by Cape Pine Personnel raise funds for Cansa Relay For Life
CANSA 2013.07.11 Pink tree project raises funds for CANSA, businesses participate
CANSA 2013.07.11 Rebel 4x4 donates to CANSA R3,400
CANSA 2013.08.22 Redberry Farm hosted Cuppa for CANSA
CANSA 2013.09.05 Redberry Cuppa for CANSA raises R5,046
CANSA 2013.10.24 Conville Primre School donates R1000-to CANSA
CANSA 2013.10.31 Glenwood House raises R13,000 pink tree project - CANSA
Donations most likely motivated from
CANSA 2013.11.21 Round Table and the Sunflower Fund raise R1,162M for CANSA
repetition (Top of Mind)
CANSA 2014.03.20 Landy World/ Altech Netstar - R50,000 to CANSA
CANSA 2014.04.17 George Cansa relay for life R341,000
Pink tree project raises funds for R20 000 was allocated to Cansa, R5 000 to Mount Hope
CANSA 2014.11.13
Hospice and R20 000 to Cancervive. Glenwood High raised R16 000
CANSA 2014.12.04 Sotheby's donates R1667 to CANSA research
CANSA 2015.03.19 CANSA relay raises R300,000 Various businesses participate
CANSA 2015.03.19 Drs Scribante and Partners donates R20,000 to CANSA
CANSA 2015.04.02 PW Botha Kollege donates R5,040 to CANSA
CANSA 2015.07.30 Redberry Farm Cuppa for Cansa raises R11,500
CANSA 2015.10.29 The Bayleaf restaurant held a fundraiser for CANSA and Child Welfare
Carpe Diem School 2013.07.25 Hartman and Francois Ferreira Academy do a fundraiser for Carpe Diem School
One donor [repeat donation]
Carpe Diem School 2013.08.29 Carpe Diem School fundraiser raises R171,500 [local sponsors]
Hyatt Regency taken on the Carpe Diem School as its official social Possible motivated by article read in prior
Carpe Diem School
2013.12.19 responsibility project for 2014 weeks
Carpe Diem School 2014.07.17 DAmato Jewellers to donate jewellery piece for auction to raise funds for art theater
Carpe Diem School 2014.07.24 DAmato Jewellers to donate R95,000 necklace to Carpe diem fundraiser One donor [repeat donation]
Carpe Diem School 2014.09.04 Carpe Diem School fundraiser raises R260,000 [local sponsors]
Carpe Diem School 2014.09.11 Garden Route Mall R5,000 to Carpe Diem School
Carpe Diem School 2014.11.27 Methodist and Liberty Churchs raise R12,210 for Carpe Diem school
Carpe Diem School 2015.05.14 Oubaai Huiseienaarstrust donates food parcels to Carpe Diem Possible motivated by article read in prior
Carpe Diem School 2015.05.28 Dirk Kotze Optomitrists donates 10 pairs of glasses to children at Carpe Diem weeks
Carpe Diem School 2015.06.18 Discovery, views sponsor fundraiser Carpe Diem School R50,000
Carpe Diem School 2015.07.30 Business Partners Ltd donates nappies to Carpe Diem School
Carpe Diem School 2015.08.20 Carpe Diem fundraiser raises watch sponsored
One donor [repeat donation]
Carpe Diem School 2015.08.27 Carpe Diem fundraiser raises R266,000 - sponsors thanked
Diepkloof Primary 2014.02.20 Group Editors & Spur - Diepkloof primary meals
Possible motivated by article read in prior
Diepkloof Primary
2014.07.31 George Museum paints diepkloof primary school weeks
Eden Food Bank 2013.07.25 Garden Route Mall and Eden food bank - feed 200 people
Eden Food Bank 2014.01.30 St. Albans Kerk & Eden feed bank volenteers - feeding program Pacaltsdorp No relationship dates to far apart
Possible motivated by article read in prior
Eden Food Bank
2014.07.10 Toyota supports Eden Food Bank by supplying a delivery vehicle every Tuesday weeks
Emmas 2013.06.13 Emmauss advertorial - includes sponships and charity [disabled people]
Possible motivated by article read in prior
Emmas
2013.08.29 Outeniqua Shell Hole donated toiletries to Emmas weeks
Emmas 2015.03.12 Fancout and Nedbank host golf day for Emmause [disabled] - R64,500
Possible motivated by article read in prior
Emmas
2015.07.30 Go George - get Emmaus to make furniture for kiosks out of recycled materials weeks
FAMSA 2013.07.18 Garden Route Mall generated R14,000 to FAMSA
One donor [repeat donation]
FAMSA 2014.09.25 Garden Route Mall - R15,000 to FAMSA
Food for Kids 2013.10.31 Various businesses donate to Food for kids - feeding scheme - R50,000
Food for Kids 2015.10.22 Margot Swiss supports Vryburgers Kos vir Kinders initiative No Relationship dates to far apart
 66
George Child Welfare 2013.06.13 George Child Welfare receives donation from Diskem R10,000
George Child Welfare 2013.10.31 Standard Bank - George Child Welfare R1,000
George Child Welfare 2013.11.14 Sessa donates R40,000 to George Child welfare
George Child Welfare 2014.04.17 Fancourts R15 000 cheque to George Child Welfare
KFM and Sabine Plattner African Charities (SPAC) donate and rennovate safe house (Child Donations most likely motivated from
George Child Welfare
2014.04.17 Welfare) repetition (Top of Mind)
George Child Welfare 2014.05.08 Child Welfare ladies tea fundraiser - sponsors Sandras closet
George Child Welfare 2014.06.05 Fred Jonk Hair Design and donors towards fundraiser [ladies tea]
George Child Welfare 2014.06.26 George Child Welfare ladies tea raises funds - sponsors mentioned
George Child Welfare 2014.06.26 George Child Welfares (GCW) safe house donated by KFM
Possible motivated by article read in prior
George Child Welfare
2014.07.17 Sabines Haven, Child Welfare Safehouse Local Contractors sponsored work weeks
George Child Welfare 2014.07.24 Garden Route Mall plant veggie garden George Child Welfare
Alfa and Omega Networked Business Solutions supported the George Child & Family Donations most likely motivated from
George Child Welfare
2014.07.31 Welfare by donating 67 blankets and facecloths for families in need. repetition (Top of Mind)
George Child Welfare 2014.10.30 Sessa donates R100,000 to George Child welfare
Possible motivated by article read in prior
George Child Welfare
2015.04.02 Glenwood House establish Veggie Garden at House of safety weeks
George Child Welfare 2015.05.28 Masterbrands handed out ice creams at Rosemoor, GRG child Welfare, Bethesda
Donations most likely motivated from
George Child Welfare 2015.08.13 Fancourt raises R13,200 for George Child Welfare Buddy Bus
repetition (Top of Mind)
George Child Welfare 2015.10.29 The Bayleaf restaurant held a fundraiser for CANSA and Child Welfare
George Hospital 2013.06.27 Internasionale Polisie Assosiasie (IPA) - George-hospitaal oorhandig vir hul kindersaal
Possible motivated by article read in prior
George Hospital
2014.09.04 ACSA sponsors recliners for parent to be able to stay over in childrens ward weeks
George Hospital 2015.02.05 Garden Route Mall donates R10,000 to GRG hospital and JJ Watson old age home
Department of Water and Environmental Affairs including their partners, namely The
Hibernia Primary School
2013.04.04 Department of Basic Education and the anchor Sponsor MTN Hibernia Primary School
Possible motivated by article read in prior
Hibernia Primary School
2013.05.02 Hibernia Primr received rugby equipment from Victoria Driving School weeks
Hoekwil Primary 2013.09.05 Optima Sekuriteit donate colouring books to Hoekwil Primary
Hoekwil Primary 2015.01.22 Solidarity helping hands w upgrade primary school in Hoekwil No relationship dates to far apart
Nelson Mandela Metropolitan University (NMMU) has pledged its support to Imizamo
Imizamo Yethu Secondary School
2013.02.07 Yethu Secondary School
Blitzdrik and Paperright R10,000 towards the write to print math literacy papers - sponsor Possible motivated by article read in prior
Imizamo Yethu Secondary School
2013.09.26 Imizamo Yethu Secondary School weeks
National Professional Teachers Organisation of SA (Naptosa), donate sports equipment to
Kidstop
2015.03.05 kidstop
Donations most likely motivated from
Kidstop 2015.04.09 Sandral Feed a child - Kidstop
repetition (Top of Mind)
Kidstop 2015.04.30 Glenwood Primary School collect easter eggs for kidstop
Kidstop 2015.12.10 Glenwood Primary - Toys and Food to Kidstop
Garden Route Mall - donated wrapping money Rosemoor Old age Home and Life
Life Community Services
2013.03.07 Community Services
Life Community Services 2013.12.12 Laerskool Outeniqua collects and donates toys to Life Community Services
Life Community services 2014.01.30 Garden Route Mall donation - from gift wrapping service
Donations most likely motivated from
Life Community Services 2014.02.13 Eden Gemeente - LIFE Community Services [Backpacks with stationery]
repetition (Top of Mind)
Nedbank Winter Campaign 200 blankets and groceries worth R50,000 - LIFE Community
Life Community Services
2014.07.10 Services
Life Community Services 2015.07.16 SAPS National Rugby donates food to Life Community
Life Community Services 2015.12.10 Outeniqua Primary participates in Life Community Services "Bless a Child project"
Rotary, Round Table and George Lions clubbed together to buy a hoist of R12 000 for
Lyttelton Frail and Hospice Centre
2013.05.09 Lyttelton Frail and Hospice Centre
Midas Paint, Mujo Bar and Restaurant, Palm Tyre and Pudge Fudge - Gifts for retirement No relationship dates to far apart
Lyttelton Frail and Hospice Centre
2014.02.13 home (old people)
Lyttelton Frail and Hospice Centre 2014.02.13 Rica Cold Meats - Lyttelton Frail and Hospice Development Trust
Meals on Wheels 2014.05.15 The Eden Lions Club recently donated 90 fruit cakes
Meals on Wheels 2014.07.31 Meals on Wheels - supported by businesses
Liquorland and the Southern Cape Old Car Club donate new fridge to Meals on Wheels Possible motivated by article read in prior
Meals on Wheels
2014.10.30 [Feeding Scheme], Mikeva Wholesalers food weeks
Moreson 2013.01.10 Garden Route Mall donation - internet two years Moreson
Moreson 2013.06.06 Burger en Genote - Moreson Childrens home and Bathesda
Moreson 2014.01.30 Garden Route Mall donation - from gift wrapping service
Moreson 2014.02.13 Tavcor R2 300 to giving out 95 McDonald's Happy Meals at Mreson Children's Home
Donations most likely motivated from
Moreson 2014.04.10 Pick n Pay George donated R20 000 to Mreson Childrens Home
repetition (Top of Mind)
Moreson 2014.07.17 ATKV-Outeniqua donates food parcels to Moreson Childrens home
Moreson 2014.08.21 Town Lodge George - clothing, bedding and food Moreson childrens home
Moreson 2015.02.19 Happy Valley Play Centre donates lost property to Moreson Childrens Home
Moreson 2015.07.09 Ward 18 donates R15,000 to Moreson Children Home [2 washing machines]
Millers attorneys donates R20,000 Mount Hope Golf Day [prizes donated by various
Mount Hope Hospice
2013.08.08 businesses]
Possible motivated by article read in prior
Mount Hope Hospice
2013.11.14 Nashua George has donated a 24 month cellphone contract to Mount Hope Hospice weeks
Possible motivated by article read in prior
Mount Hope Hospice
2013.11.21 Mount Hope Hospice raises R66,400 golf day - Various businesses gave donations weeks
Brandhouse, Canon, Fancourt, Golden Harvest, Nashua, Oubaai, Shell Kraaibosch, Spar
Mount Hope Hospice
2014.04.03 Heatherpark en Third Generation sponsor golf day in aid of Mount Hope Hospice
Pink tree project raises funds for R20 000 was allocated to Cansa, R5 000 to Mount Hope Possible motivated by article read in prior
Mount Hope Hospice
2014.11.13 Hospice and R20 000 to Cancervive. Glenwood High raised R16 000 weeks
Mzoxolo Primary 2013.09.26 Vodacom computer centre for Mzoxolo Primary
Mzoxolo Primary 2015.04.16 FMC donates Colouring in books to Mzoxolo Prim No relationship dates to far apart
New Dawn Primary 2014.11.13 New Dawn Primary fundraiser - Various businesses gave donation
Possible motivated by article read in prior
New Dawn Primary
2015.02.19 Syngenta SA donate clouring in books to New Dawn weeks
Night Shelter 2014.10.23 Acorn Guesthouse raises R10,000 for night shelter
Possible motivated by article read in prior
Night Shelter
2015.04.23 Lions raise funds for night shelter weeks
Oliver Twist Project 2013.05.09 George Preparatory learners collected 346 pairs of shoes
Oliver Twist Project 2015.07.02 NMMU donates clothing to Oliver Twist Project
Options 2013.08.15 ENGEN George Eco Stop - Options R10,000
Options 2013.10.31 Options fundraiser thank you to various sponsors
Options 2014.12.18 Options Care Center received 40 care packages from ABSA
Options 2015.06.11 ABSA Donates R50,000 to Options
Possible motivated by article read in prior
Options
2015.07.09 SWD eagles donate R11,000 to Options weeks

Pacaltsdorp Primary
Pacaltsdorp Primary
Phambili
Phambili
Phambili
Phambili
Phambili
Red Cross Childrens Hospital
Red Cross Childrens Hospital
Rosedale Educare Center
Rosedale Educare Center
Rosemoor Old Age Home
Rosemoor Old Age Home
Rosemoor Old Age Home
Rosemoor Old Age Home
Rosemoor Old Age Home
St Marys Childrens Home
St Marys Childrens Home
St Pauls Primary School
St Pauls Primary School
Up with Downs
Up with Downs
Up with Downs
Up with Downs
Up with Downs
Up with Downs
Wikelwurms Creche
Wikkelwurms Creche
67
2014.03.13 Liesel Scholtz Prokureurs - Pacaltsdorp primary Colouring in books
Possible motivated by article read in prior
2014.03.27 Hartman en Seuns Slagtery - Pacaltsdorp Primary colouring in books weeks
2013.01.24 Glenwood House Phambili House for battered women and children - supplies
2014.03.06 Permaculture South Africa planted veggie garden Phambili refuge
Possible motivated by article read in prior
2014.04.17 Garden Route Casino R45,900 Phambili (George) - Victims of abuse weeks
Possible motivated by article read in prior
2014.09.18 legal aid sponsors a trampoline to Phambile weeks
2015.07.23 1st for Woman donates R50,000 to Phambili refuse center
2013.02.21 P'nPay collection point Red Cross oncology department
2013.12.12 TaylorMade Golf has raised a total of R1-million for charity No connection seen
2014.12.18 DataDot Technologys - meal and gifts to Rosedale Educare Center
2015.06.25 Data dot sponsors trees in Rosedale [80] One donor [repeat donation]
2013.03.07 Garden Route Mall - donated wrapping money Rosemoor Old age Home
Possible motivated by article read in prior
2013.08.08 Fancourt provided soup and treats for Rosemoor old age home weeks
2014.08.21 Fancourt knitted blankets - Rosemore old age home
2015.07.30 Fancourt reburbishes Roosemore Old age home
Possible motivated by article read in prior
2015.11.05 Checkers Hyper donate R5,000 to Rosemore Old Age home weeks
2014.03.13 MacDonalds donates colouring in books to St Mary's
2015.07.23 Wob to Tomb painted St Mary's childrens home No relationship dates to far apart
2014.03.20 Computer Traders donates shirts and money - St Pauls chess team
Possible motivated by article read in prior
2014.12.04 Cape Pine paints St Pauls Primary School weeks
2013.04.11 Garden Route Mall recently donated R4 000 to Up with Downs
2013.06.13 Trellidor George donated a security gate to the Up with Downs School
2013.10.10 Ferrari Club donates R230,000 to up with downs
Donations most likely motivated from
Heather Park Spar, Outeniqua Refrigeration create a viable continuous income opportunity
repetition (Top of Mind)
2014.07.10 for Up with Downs
2014.09.25 Horskool Outeniqua donates R1,950 up with downs
2015.06.18 Eden Nomad Bowls donate funds to Up with Downs
2014.07.17 renovation of the floors in the building where Bethesdas Wikkelwurms
2014.07.24 Avbob paints Wikkelwurm creche No relationship dates to close together
 68

APPENDIX L:
Medias influence by evaluating recipients coverage: Mossel Bay
Advertiser
Donor 2013 2014 2015 Project

ACVV 2013.06.14 George mediclinic donates 18 beds to ACVV

ACVV 2014.05.30 Gordons Bay Hotel owner donated bedding to MosselBay ACVV
Possible motivated by article read in prior
ACVV
2014.07.11 South-African Caravan Association donates R3,300 to ACVV weeks
Possible motivated by article read in prior
ACVV
2014.07.25 Pentravel in die Garden Route Mall in George donate computer to ACVV weeks
Possible motivated by article read in prior
ACVV
2014.09.26 Absa skenk R5000 vir ACVV Kenani Dienssentrum weeks
Possible motivated by article read in prior
ACVV
2014.10.24 Nuwe Apostoliese Kerk fruit and veg to ACVV Kenani weeks
Possible motivated by article read in prior
ACVV
2014.11.21 ACVV thank you for donation to spring dance weeks
Possible motivated by article read in prior
ACVV
2014.12.12 ABSA sponsors toys, sports equip to ACVV weeks
ACVV 2015.01.23 Pick and Pay - food
ACVV 2015.05.29 Seeff Mosselbay donates R40,000 to ACVV
Possible motivated by article read in prior
ACVV
2015.08.28 Curro Private School cooks for ACVV Kenani weeks
Possible motivated by article read in prior
ACVV
2015.09.11 Quesnel Rotary Club CANADA donates $9000 ACVV Ons Huis weeks
Possible motivated by article read in prior
ACVV
2015.12.11 Rauch Gertenbach Prokureurs, donasie R1000 maan ACVV weeks
Bathandeni Baby Centre 2015.07.03 Life Bay View Hospitaal sponsors Bathandeni Baby Centre - tumble dryer, wash machine
Possible motivated by article read in prior
Bathandeni Baby Centre
2015.07.24 Nedbank and SupaQuick - toys, snacks, tyres weeks
Benevolent Park residents 2014.03.07 Afrofishing Canned fish to Benevolent Park
Benevolent Park residents 2014.03.07 Fruit & Veg Voorbaai food parcel Benevolent Park
CANSA 2013.01.25 Curves sponsors - R7000 CANSA
Possible motivated by article read in prior
CANSA
2013.06.07 Crazy Creatures donates R3,000 to CANSA weeks
CANSA 2013.08.30 Bark for life - Pet owners support CANSA
Possible motivated by article read in prior
CANSA
2013.10-04 FET College - develop social responsibility weeks
Possible motivated by article read in prior
CANSA
2013.11.22 Hartenbos Gift Wrappers - Gift wrapping for Cansa weeks
CANSA 2014.01.24 Thank you letter businesses gift wrapping funds donated to CANSA
CANSA 2014.05.02 PetroSA, South Cape Caterers, Mosselbaai Begrafnisdienste R10,000 for CANSA
CANSA 2014.11.14 Garden Route Casino donated wool for Anglican Church knitting blankets [ CANSA]
Possible motivated by article read in prior
CANSA
2014.11.21 Mossel Bay Pharmacy raises R6,000 for CANSA relay weeks
Possible motivated by article read in prior
CANSA
2014.12.12 Volkswagen Mosselbaai raise funds for KANSA relay R2,500 weeks
CANSA 2015.02.13 Reflexions hair salon donated R1500 to CANSA
Possible motivated by article read in prior
CANSA
2015.07.31 VLV Volvleitak knit caps for Kansa weeks
CANSA 2015.11.13 CANSA, Relay for Life het R75,000 ingesamel vir Kansa
Possible motivated by article read in prior
CANSA
2015.11.27 Milkwood Primary donated R14,000 to Cansa weeks
Denneprag Primary 2014.01.31 Department of Correctional Services donated R20 000 school supplies Denneprag Primary
Possible motivated by article read in prior
Denneprag Primary
2014.03.14 Denneprag Primary repairs done sponsored by ACVV and Garden Route Casino weeks
Denneprag Primary 2015.01.30 Coetzee Alberts Argitekte donate school cases
Diaz Primary 2013.01.25 Brainwave Projects - school shoes Diaz primary
Diaz Primary 2015.01.30 D'Almeida civic organisation - stationery No relationship dates to far apart
Fransmanshoek Conservancy 2014.06.13 Columbia Clothing donates water proof jackets to Fransmanshoek Conservancy
Garden Route Casino Community Trust (GRCCT) sponsor the Fransmanshoek Conservancy Possible motivated by article read in prior
Fransmanshoek Conservancy
2014.10.31 with a TOMCAT chipper weeks
Leolan Akademie 2013.01.25 Businesses plan a golf day in aid of Leolan Akademie
Leolan Akademie 2013.11.15 Gertenbach Prokureurs + Louis 57 Foundation fundraiser for Loelan Acadamy
Possible motivated by article read in prior
Leolan Akademie
2014.02.21 Rawson Eiendom - Leolan Akademie, Children with learning disabilities [rep school] weeks
Possible motivated by article read in prior
Leolan Akademie
2014.03.07 Milkwood Primary surprised Leolan Academy - autism weeks
Possible motivated by article read in prior
Leolan Akademie
2014.05.30 Dibiki vakansie-oord donated R3500 to Leolan Academy weeks
Milkwood Primary 2014.03.28 Milkwood rugby team received a sponsorship from Prepaid 24 and MUST KNOW 24/7
Milkwood Primary 2015.08.07 Jakkalsvlei Wines sponsered Millwood netball girls
No relationship dates to close together
Milkwood Primary 2015.08.07 Stars Restaurant sponsered Hockey Bags to Millwood hockey boys
Possible motivated by article read in prior
Milkwood Primary
2015.08.28 Heart to Heart Foundation collected clothes from Millwood Primary school weeks
Moreson 2013.12.06 JJ Motors Christmas Party for Moreson Childrens Home
Moreson 2015.03.20 Mosselbaai sea front preservation forum- R9000 donasie No relationship dates to far apart
Mossel Bay Care Centre 2014.07.25 Mossel Bay Care thanks Pick and Pay vir bread and rolls
Mossel Bay Care Centre 2015.02.13 Protea Hotel and Caf Gannet donated R6000 and groceries
Possible motivated by article read in prior
Mossel Bay Care Centre
2015.03.06 Muncipality donation fund donated R35000 to Mossel Bay Care Centre education fund weeks
Possible motivated by article read in prior
Mossel Bay Care Centre
2015.07.24 Woolworths Heiderand en Pick n Pay Langeberg Mall to Mossel Bay Care Centre weeks
Possible motivated by article read in prior
Mossel Bay Care Centre
2015.09.18 Mossel Bay Care Centre thanks Tuinroete Agri for paint weeks
 69
Night Shelter 2013.12.13 Blanket Project - blankets to numerous charities
Night Shelter 2015.02.06 Life Bay View-hospitaal donates linen
Possible motivated by article read in prior
Night Shelter
2015.07.24 LUMENROK donates food and clothes to Haven weeks
NSRI 2013.03.08 Expro Group - NSRI received a donation of R12600
NSRI 2013.03.22 NSRI Thanks sponsors Rotary, Call Ezy, Cape Diving
NSRI 2015.01.09 Cango wildlife ranch R1000
Possible motivated by article read in prior
NSRI
2015.01.16 Diaz new years eve rooftop donated to R5000 to NSRI weeks
Possible motivated by article read in prior
NSRI
2015.02.27 Gibb donated to NRSI R50 000 weeks
Possible motivated by article read in prior
NSRI
2015.11.06 Pick n Pay Langeberg Mall gives Gift Voucher to NSRI weeks
Oliver Twist Project 2013.07.26 Barnyard Charity Ball - Oliver Twist Project
Oliver Twist Project 2014.01.31 Horskool Punt se Matrieks 2013 shoes donated to Oliver Twist-gemeenskapsprojek Time periods to far apart (repetition of an
Oliver Twist Project 2014.03.07 Horskool Punt se Matrieks 2013 shoes donated to Oliver Twist-gemeenskapsprojek existing project)
Oliver Twist Project 2015.01.30 Mosselbay Advetisers oliver twist project
Ons Huis Old Age Home 2013.11.15 Ons Huis old Age Home - Beds Donated by Baker Heughes
Ons Huis Old Age Home 2014.05.16 Independent Entrepreneurs Association donated medical equipment to Ons Huis No relationship dates to far apart
Powertown creche 2014.10.31 NG Kerk Reebok donates paint, light and generator to Powerkids crche
Possible motivated by article read in prior
Powertown creche
2014.11.28 TramaRm upgraded by De Dekker and Spar, Old furniture donated to Powertown Crche weeks
Ridgeview Primary School 2013.12.13 Mossel Bay Care Centre - Ridge View Primary School - clothing + Gifts from
Ridgeview Primary School 2014.03.28 Ridgeview Primary given a Container for their sports equipment by Container Hire
Ridgeview Primary School 2015.01.30 D'Almeida civic organisation
Possible motivated by article read in prior
Ridgeview Primary School
2015.04.10 Mossel Bay Care Centre donate gifts and easter eggs to Ridgeview Primary weeks
Possible motivated by article read in prior
Ridgeview Primary School
2015.06.19 McDonalds donates breakfast to Ridgeview Primary School weeks
Possible motivated by article read in prior
Ridgeview Primary School
2015.08.21 Mossel Bay Care Centre donate jackets to Ridgeview Primre Skool weeks
SAPREC 2013.08-23 Pinnacle Point Ladies Golf - Funds Donation to SAPREC
SAPREC 2014.08.08 SAPREC thank Afro Fishing, Rotary, Gondwana Game Resv & Baruchs - money, fish, towels
Possible motivated by article read in prior
SAPREC
2014.09.12 SAPREC received R4,440 from raffel which was supported by local businesses weeks
SAPREC 2015.01.16 Frankie frog swim school donated R1480 for penguins
Possible motivated by article read in prior
SAPREC
2015.07.24 Garden Route Casino Trust donated UPS for SAPREC weeks
SPCA 2013.07.26` Cowboy Dance - SPCA funding
SPCA 2013.10-04 The Ulysses motorcycle club host annual paw run for SPCA
SPCA 2014.03.28 Shoprite donated R670 and dogfood to SPCA
Possible motivated by article read in prior
SPCA
2014.04.18 Goodyear donates 4 tyres for SPCA vehicle weeks
SPCA 2014.07.25 Agri Langeberg, Afgri Animal Feeds, Tollies Slaghuis, Pick n Pay Grootbrak donate dog food Possible motivated by article read in prior
Possible motivated by article read in prior
SPCA
2014.08.01 Old Mutual Doortech Cape donate R3866.25 to SPCA weeks
Possible motivated by article read in prior
SPCA
2014.10.24 Mossel Bay Environmental Partnership donated R4200 to SPCA weeks
SPCA 2015.03.13 Royal canan, Rogz etc
Possible motivated by article read in prior
SPCA
2015.07.03 Happy Bark donates 28 blankets to SPCA weeks
Vorentoe Primary 2013.05.31 De Dekke donates colouring in books to Laerskool Vorentoe
Vorentoe Primary 2014.09.12 Afriforum sponsors trees to Vorentoe Primary School No relationship dates to far apart
Zettie Jonker Help centre 2014.04.17 Mosselbaai Toyota sold Avanza TX to ZJ-hulpsentrum at cost
Possible motivated by article read in prior
Zettie Jonker Help centre
2014.09.05 Zettie Jonker-hulpsentrum receive a donation from Frameless Glass Solutions weeks
Possible motivated by article read in prior
Zettie Jonker Help centre
2014.12.05 Zettie Jonker-hulpsentrum fundraiser raises R45,000 - sponsors Dunlop 4 X 4 Family day weeks
Zettie Jonker Help centre 2015.05.29 Oliver Bande fundraises R43,000 to ZT Help Center
Possible motivated by article read in prior
Zettie Jonker Help centre
2015.08.21 Ulysses Garden Route (UGR) motorcycle club sponsors jackets to ZJ Hulpsentrum weeks
 70

APPENDIX M:
Medias influence by evaluating recipients coverage: Oudtshoorn
Courant
Donor 2013 2014 2015 Project Notes

Action Kids 2013.01.25 Oudtshoorn Courant Action kids athlethics day

Action Kids 2013.02.15 Oudtshoorn Courant Action kids, mediaborg
Action Kids 2013.02.22 Action kidssponsors - Oudtshoorn Courant, Photo Workshop, John Deere, Supaquick One donor [repeat donation]
Action Kids 2014.01.31 Oudtshoorn Courant Action kids athlethics day
Action Kids 2014.03.07 Action kids thank sponsors - Oudtshoorn Courant, Photo Workshop, John Deere, Supaquick
APD Oudshoorn for the Disabled 2013.02.01 Nedbank Oudtshoorn Ass. for Disabled, R16 000 donation
Possible motivated by article read in prior
APD Oudshoorn for the Disabled
2013.11.01 Pennypinchers donates R3,000 to people with disabilities weeks
APD Oudshoorn for the Disabled 2015.04.24 Mr. Cupboard donates to to people with disabilities
Possible motivated by article read in prior
APD Oudshoorn for the Disabled
2015.07.24 Ocean Basket Oudtshoorn donates food to APD-Oudtshoorn [Disabled] weeks
Possible motivated by article read in prior
APD Oudshoorn for the Disabled
2015.07.24 Old Mutual donates blankets to APD-Oudtshoorn [Disabled] weeks
Bongolethu 2013.06.21 Cape Nature donate environmentally friendly cooker to households in Bongolethu
Possible motivated by article read in prior
Bongolethu
2013.07.05 Rotarirs donates blankets to residents of Bongolethu weeks
CANSA 2013.01.25 Oudtshoorn Courant Cansa, Relay for life, media sponsorship
CANSA 2013.02.08 Oudtshoorn-posduifklub Cansa, Relay for life donates R6 500
CANSA 2013.02.08 CANSA relay for life Various sponsors thanked
CANSA 2013.03.08 Ten Million Steps For Cansa donate R20,000 to CANSA
CANSA 2013.05.10 Sanlam golf day for CANSA
CANSA 2013.10.25 Avroy Shlain donates R10,000 to CANSA
CANSA 2013.11.29 Klein-Karoo Wedvlugklub fundraiser for CANSA
Donations most likely motivated from
CANSA 2014.02.07 Thank you for CANSA relay sponsors
repetition (Top of Mind)
CANSA 2014.08.22 Oudtshoorn Rotarirs, donate Morphine pump to CANSA
CANSA 2014.10.31 Jubilee Montessori School fundraise for Cansa
CANSA 2014.11.07 Police Klein Karoo fundraise for Cansa
CANSA 2015.02.13 Oudtshoorn-duiweklub
CANSA 2015.11.27 George bikers donated groceries to cancer patient
CANSA 2015.11.27 Relay For Life
CANSA 2015.12.11 George bikers donated to cansa
Centre of Hope 2013.03.22 ABSA donates R10,000 to Centre of Hope (street kids)
ABSA donates equip e.g. stove and fridges to Center of Hope - Oudtshoorn Chamber of
Centre of Hope One donor [repeat donation]
2013.04.05 Commerce sponsor building - Art project for street kids during KKNK
Christian Youth Forum 2014.07.25 Alpha Stars funeral services donates funds to Christian Youth forum
Possible motivated by article read in prior
Christian Youth Forum
2014.08.22 Community Funerals donate Tshirts to Christian Youth Forum weeks
Possible motivated by article read in prior
Christian Youth Forum
2014.09.12 EDENfm donates potjie kos en soup aan Christian Youth forum weeks
Christian Youth Forum 2015.07.24 Shoprite Oudtshoorn / Christian youth forum
Collegians Rugby Club 2014.05.02 Pennypinchers sponsors Collegians rugby club - Golf shirts
Possible motivated by article read in prior
Collegians Rugby Club
2014.05.23 SWD rugby unie - sponsors Collegians rugby club - Rugby jersey weeks
Coronation Memorial Old Age Home 2014.07.25 AVBOB donates blankets to Coronation Old age home
No Relationship Dates to close together
Coronation Memorial Old Age Home 2014.07.25 Ocean Basket donates food to Coronation Memorial Old age home
Eljada-Kairos school 2013.06.14 Watson en Brink Apteek blanket project for Eljada-Kairos skool
Absa donates washing machine, heaters and blankets to South Cape Eljada-aftercare for Possible motivated by article read in prior
Eljada-Kairos school
2013.08.02 people with disabilities weeks
Eljada-Kairos school 2014.08.29 Langenhoven Gymnasium paint junglegym at Eljada Kairos school
Eljada-Kairos school 2015.09.25 George Airport donates 2 wheelchairs to Eljada Kairos Skool
Food for Kids 2013.03.15 Vryburgers food for kids project, 4x4 dag vir fonds insameling
Food for Kids 2014.05.02 Vryburgers sponsor R215 000 to various charities
No relationship dates to close together
Food for Kids 2014.05.09 Vryburgers & Klein Karoo Toyota - Fundraiser 4x4 challenge, for kos v kinders
Helen Bellinganhof Old Age Home 2014.11.28 Emmannuel nursing school donates gifts to Helen Bellighanhof home
Helen Bellinganhof Old Age Home 2015.06.19 Christian Motorcyclists Association (CMA) donates blankets
Possible motivated by article read in prior
Helen Bellinganhof Old Age Home
2015.07.24 Checkers Oudtshoorn tea & Cake to Helen Belliganhof residents weeks
Oudtshoorn Rugby Club 2014.06.06 Rerima motors - sponsors Oudtshoorn rugby club - Rugby jersey
Possible motivated by article read in prior
Oudtshoorn Rugby Club
2014.07.11 J&R Media skenk TV aan Oudtshoorn Rugbyklub weeks
SAPS 2014.07.18 Gereformeerde Kerk George donates a Trauma room at police
SAPS 2015.03.20 NGK Welgeluk teddy bear project
Possible motivated by article read in prior
SAPS
2015.07.24 Helen Bellinganhof Old Age Home knits teddys weeks
SAPS 2015.11.27 The Southern Cape Womans Network for children of fallen police
SPCA 2013.03.08 Engen & Rotary Empangeni donate R10,000 to SPCA
SPCA 2013.03.15 Tack 'n Tuck - SPCA, sponsors the use of a horsebox to collect a mistreated animal
Possible motivated by article read in prior
SPCA
2013.11.01 Nissan donates 2 x vehicles to SPCA weeks
SPCA 2014.10.24 Oudtshoorn-animal welfare vacinated animal against Distemper
SPCA 2015.08.21 Principia School donates dog food and blankets to SPCA
Zeekoegat Primary School 2013.05.31 Safari Ostrich Show Farm fundraising for Zeekoeigat Primary
Possible motivated by article read in prior
Zeekoegat Primary School
2013.05.31 Woolworths Oudtshoorn jerseys to Zeekoeigat Primary weeks
Possible motivated by article read in prior
Zeekoegat Primary School
2014.02.14 IBEX financial services fundraiser for uniforms - Zeekoegat Primary weeks
Zeekoegat Primary School 2014.02.14 Jaco Kriek optometrist donates Free eye tests & reading glasses to Zeekoegat Primary,
Possible motivated by article read in prior
Zeekoegat Primary School
2014.10.24 Netherlands donates computers, clothes & toys Zeekoegat School weeks