The Impact of Good Deeds on CSR

A New Era of Giving

The city of Gweru in Midlands Zimbabwe is witnessing a never seen before but powerful much needed transformation. For many many years, Corporate Social Responsibility (CSR) was often viewed merely as a one of those to do activities, examples being a simple donation or a one time sponsorship. However, the introduction of Good Deeds Day by organizations like SOET with the Lains Volunteers grouping has changed this mindset altogether. Today, CSR in Gweru is moving from being dormant and passive to active, mindset driven community engagement and volunteerism.

The importance of CSR has evolved, businesses are expected to contribute positively to society, aligning their operations with social goals. Good Deeds Day thus has come in handy through providing companies with a structured platform to engage meaningfully with their communities who obviously are their customers.

Across Zimbabwe, the approach towards CSR is gaining ground fast. Around 2016, research indicated that many small to medium enterprises (SMEs) viewed CSR as having no real benefits as well as being an unnecessary cost. Now as from the 2020s, things started changing. Businesses in Gweru are beginning to understand that their survival is very much linked to the health and prosperity of the communities that surround them. They now view these communities as a source of their markets for their goods and services. Good Deeds Day serves as the catalyst for this new thinking, changing corporate policy into tangible socially sensitive way of business.

What is Good Deeds Day?

Good Deeds Day is a global movement that unites millions of people in performing acts of kindness for others and the planet. Launched in 2007 by by Shari Arison , this initiative has become a focal point for many cities worldwide. Since 2007, millions of people from thousands of communities, organizations and businesses join together every year to volunteer and do good for their communities. Good Deeds is based on the idea that everyone can do something good, be it large or small, to improve the lives of others and change the world positively. It is a growing non-profit humanitarian and volunteer network that encompasses NGO’s, government, city councils, corporates, churches, individuals, schools, Universities etc. The major goal of the network is to build strong collaboration between the aforementioned actors through fostering our values of growing, learning and evolving together towards achieving sustainable community development as well as contributing to the achievement of the Sustainable Development Goals (SDGs).

The Arrival in Gweru

For Gweru, the journey in September 2018, when the Mayor of Gweru, Josiah Makombe, launched the initiative, serving as the patron of the network. The inaugural event attracted about 15 organizations based in the southern region Zimbabwe. It was a modest start, but it planted a seed.

When a local business engages in Good Deeds Day, they go beyond simply donating money; they invest their time, expertise, and compassion into the community that sustains them. This transformation from tick the box CSR to meaningful engagement is crucial for creating trust and building lasting relationships with community members.

A Personal Reflection

I spoke with one business owner who operates a fleet of buses  in Gweru who participated in her first Good Deeds Day in 2023. She admitted she was skeptical. "I thought it was just another photo opportunity for the big NGOs," she told me. "But then I found myself cleaning up the streets and the bus rank, side by side with my competitors. We laughed, we worked hard, and by the end of the day, we weren't just business owners we were part of something bigger. My customers saw the photos and stopped me in the street to say 'well done.' You can't buy that kind of respect."

Community Engagement Through Good Deeds Day

Good Deeds Day showcases the power of community engagement. Local businesses, civic organizations, and public institutions collaborate to serve various sociatal needs. The Gweru GDD Report highlights how this initiative attracted diverse stakeholders, including the National Aids Council as well as churches. By pooling resources, these organizations could provide free health services to thousands, creating a ripple effect of goodwill and public health improvement. Gweru community were able to access free health services, religious guidance, information from corporates, services from government departments that were present, The Zimbabwe Republic Police (ZRP) put up a massive stand with community members interacting with the officers. The provincial ZRP spokesperson gave a speech. The Deputy District Development Coordinator was guest of honour and what a pleasure to see the community talking and shaking hands with her. All this made possible by Good Deeds Day.

A Growing Movement

The early years were challenging. In April 2018, less than five organizations participated. Yet, the momentum kicked off. Groups like Save Our Environment Trust organized events at children's rehabilitation homes, donating school stationery, food packs, and planting trees, with participation from students at Midlands State University, the Forestry Commission, and the Environment Management Agency.

Even the COVID-19 pandemic could not stop the spirit of giving. When physical distancing became necessary, Good Deeds Day Zimbabwe adapted, setting up about 10 virtual networks across the country. A COVID-19 Relief and Support project was set up and put in motion, donating food hampers and protective equipment to 400 people in both urban and rural communities, and distributing 100 sanitary pad packs to young girls. By 2021, the movement has spread to cities including Harare, Bulawayo, Mutare, Kadoma, and Beitbridge

This is the new face of CSR in Gweru not charity, but investment in local capacity. When a local hardware store donates materials to such a project, or a logistics company offers transport, they are not just giving aid they are incubating the next generation of Gweru entrepreneurs.

The Economic Benefits of "Doing Good"

Many local business owners especially the SMEs question the practical and tangible benefits of engaging in Good Deeds Day. How does doing good contribute to their bottom line? The evidence is increasingly clear that ethical leadership is not just morally right it is increasingly becoming a competitive advantage. Lets look at some of the economic benefits

Brand Trust and Awareness

Gweru is a highly competitive market and as such one should know that reputation is everything. A business that is known for its active participation in Good Deeds Day gains competitive advantage and a level of trust together with respect that traditional advertising cannot achieve.

Research from the insurance sector in Zimbabwe confirms that there is a positive coreralation between corporate social responsibility and brand awareness. Corporate socil responsibiity include donations, sponsorships, as well as community involvement. Word of mouth marketing becomes a powerful tool. This has the effect of enhancing the brand's reputation. In total this end up in attracting new customers thereby leading to more sales.

Employee Engagement

Employees are a asset of any business. Employees should be engaged in  in community service as this offers significant morale boosts whilst at the same time incalcating a sense of belonging. Half the time staff members who participate together often report higher levels of job satisfaction. Once empoyees have job satisfaction this translates to increased productivity and also lower rate of turnover. Employees will have the company at heart and ready to protect its image.

Companies with strong CSR commitments see significant decreases in staff turover. Furthermore, employees who participate in workplace volunteering are twice as likely to recommend their organization to other job seekers. Human Resources Managers always drive the point that CSR positively impacts staff members satisfaction by enhancing their organizational identification, increasing perceived organizational support, and stimulating reciprocal behaviour.

This phenomenon creates a win win situation where businesses reap the benefits of a motivated workforce while contributing positively to the community. It is no argument that participating in Good Deeds Day affects employee satisfaction through multiple practices and should be viewed as an organizational investment in employees, thereby increasing employee satisfaction. When employees see their company living its values, their connection to their work deepens. Roughly nine in 10 unemployed youngsters (89%) and employed youngsters (92%) consider purpose important to their job satisfaction.

Talent Attraction

The next generation of workforce is watching and learning from the current generation. Today's young professionals, including those graduating from Midlands State University, Mkoba Teachers College as well as Gweru polytechnic, actively evaluate employers based on their social and environmental commitments. In general most graduates consider an organization's societal impact when considering a new job, Most would turn down positions that don't align with their values.

For Gweru businesses seeking to attract and retain the best local talent, a visible commitment to community through initiatives like Good Deeds Day is no longer optional but now it is essential.

How Gweru Businesses Can Get Involved

If you are a business leader in Gweru seeking to elevate your CSR profile, here are several actionable steps to consider:

a)    Identify a Need

Start by consulting with local social enterprises to understand where your skills can have the most significant impact. We call this a needs analysis or some call it a needs assessment. This can be do through surveys, community meetings, and discussions with local NGOs. This can then reveal the pressing needs that align with your business competencies. Globally, Good Deeds Day projects in 2025 focused heavily on Good Health and Well being (19.3%) , Quality Education (11.3%) , and Partnerships for the Goals (10.1%) . These are excellent starting points for conversation.

b)    Involve Your Team

Make Good Deeds Day a team building event. It offers a unique opportunity for employees to engage in community service together, fostering collaboration and boosting morale. One thing obvious is also that employees love it whenever they are involved. Allowing your staff to choose the projects ensures personal investment in the outcomes. This promotes buy in and ensures success. Remember, employees who participate in such initiatives are more engaged, more loyal, and more likely to become ambassadors for your brand.

c)     Leverage Skills Based Volunteering

Don't just to do it for the sake of doing it like just showing up to dig or paint. Whilst this too consider how your core business expertise can best serve the community. A local accounting firm could offer free bookkeeping workshops for youth enterprises like the detergent makers in Mtapa. A marketing agency could help a local nonprofit redesign its outreach materials. This skills based volunteering empowers employees to apply their professional skills to help nonprofits deal with complex challenges, often leading to noticeable growth in employee confidence and capabilities.

d)    Document the Impact

What is documented is remembered and forms part of history of the organisation. Transparency in all CSR efforts results in building authority and expertise. Use social media channels and your website to share stories of your community involvement. Highlighting the tangible impacts of your contributions not only strengthens your brand but also encourages other businesses to follow suit thus creating a ripple effect. Ripple effects is one mantra that Good Deeds Day is particular about. When potential customers see your commitment, their trust grows. When potential employees see your values, their interest deepens.

Conclusion

The Future of Leadership in Gweru

Good Deeds Day is more than just a date on the calendar; it represents a fundamental shift in how businesses interact with their communities. As Gweru continues to grow as a City of progress and as a hub for innovation and social enterprise, the integration of ethical leadership and community service will define future successes.

By participating in initiatives like Good Deeds Day, local businesses are not merely helping Gweru survive; they are making a mark in facilitating its growth and resilience. This shift paves the way for a new era of giving one where businesses recognize their vital role in cultivating a prosperous and united community.

A Model for the Nation

Moreover, as the Good Deeds Day movement stabilizes in Gweru, it can serve as a model for other regions in Zimbabwe and beyond. The principles of community driven CSR can inspire a nationwide cultural shift toward more responsible and sustainable business practices. From Bulawayo to Mutare, the template is being written in Gweru.

The Strategic Imperative

In conclusion, businesses engaging meaningfully in their communities is not just morally sound; it is a strategic move leading to mutual growth and successful and prosperous communities. The evidence shows CSR reduces turnover, attracts top talent, builds brands, and fosters the kind of resilient communities where businesses can prosper for generations.

The invitation is simple. The next Good Deeds Day is coming. Will your business be on the right side of history, watching from the sidelines, or will you be in the trenches with your community, building a better Gweru for all?

The choice, as they say, is yours. But if you ask the young detergent makers in Mtapa, or the 1,000 households in Lower Gweru with clean water the answer is clear. Doing good is good business.

 This article was developed with insights from the Good Deeds Day global network, academic research on CSR in Zimbabwe, and on the ground observations from community leaders in Gweru. For more information on how to participate, contact the LAINS Volunteer Movement or the Good Deeds Day Southern Zimbabwe network.

About the Author

Cosmas Tendai Nemutenzi is a seasoned volunteer leader and Gweru City Coordinator for Good Deeds Day Zimbabwe since 2016. He has over three  decades of  Corporate management experience.  He has saved on the board of R. Chitrin * Co. Zimbabwe Pvt Ltd. He has a wealth of knowledge and practical experience on CSR issues.