I had missed reading posts and newsletters by legendary fundraising guru, Ligia Peña. And then they reappeared and were permeated by kindness. It’s a welcome global trend. How could it not be with some of YouTube’s most viewed videos featuring people such as Trevor Noah and the iconic Simon Sinek demonstrating and promoting kindness?
Caring, compassion and – yes – kindness, have been at the conceptualisation and founding of charitable organisations over eons: St John Ambulance in 1099, the Red Cross in 1863 (and in South Africa in 1921), the UK’s Royal National Lifeboat Institute two centuries ago this year, and in South Africa: the Graaff-Reinet Relief Society in 1810, the Wynberg Orphanage in1815, the Lovedale Missionary Institution in 1841 and the Helpmekaarfonds in 1912. The African Children’s Feeding Scheme (ACFS) was established in 1945, in response to malnutrition among impoverished children in and around Johannesburg, with the support of the anti-apartheid activist, Father Trevor Huddleston.
Today, there are over 300 000 registered NPOs in the county, addressing the desperate need for skills, quality education, safeguarding, housing, counselling, nutrition, health care, environmental issues and the care of animals. And in the majority (I hope), there is a thread of kindness integrated in all that they do. Why is awareness of this trend (that should, but is not yet, integral in everyone) beginning to sweep the world? Is it simply that kindness achieves more than a harsh, tough and unyielding management style? Is kindness a trend of the post-COVID-19 world? I hope so.
Is compassion being reinforced by Generation Z (born between 1997 and 2012)? This cohort is changing the world forever. The majority place a high value on empathy, particularly in how they engage with social issues and personal relationships. They are aware of the impact of cyberbullying, for instance, and many actively push for online spaces that encourage kindness, emphasising the need for positive interactions and calling out hate speech and trolling. Their approach to activism often comes from a place of caring and they stress the importance of being kind to marginalised groups and fostering inclusivity. As they enter the workforce, many Gen Zers prioritise kindness in the workplace and want environments that value empathy, collaboration, and emotional intelligence, preferring to work for NPOs that promote ethical treatment of employees and volunteers.
While standard operating procedures and systems are imperative (and the keys to the success of any business or non-profit), a dollop of humanity, preferably a large one, is the secret sauce of a positive result.
I have had the honour of being part of the start-up team of iZinga Assist. This groundbreaking initiative (currently in its advanced pilot stage) to offer South African NPOs free assessments and verification of their legal, financial, governance and impact, at an unprecedented level, to allay donors’ concerns about the corruption permeating the country. Not only have Chairman, Derek Lubner, and CEO, Henk Swanepoel, worked tirelessly on evolving this innovative concept, but kindness is woven into the fabric of every aspect of the organisation, making volunteering my time a pleasure.
Over my decades as a fundraising consultant, I have seen the difference in the commitment and dedication of staff members and volunteers when managed with kindness. And I have sometimes opted out of lucrative contracts where I have encountered unrealistic demands and simply: rudeness.
At last, mental health is receiving as much attention as physical ailments. I hope that the world will become a kinder place as a result. I predict that the more that NPO leaders recognise that kindness can benefit their organisations in unprecedented ways, and adapt their management styles accordingly, we will have healthier happier staff and volunteers – better carrying out NPOs’ missions.
Please be kind.
