Overview
The Santa Shoebox Project is a nationally cherished initiative that distributes festive gift boxes to underprivileged children across South Africa and Namibia. In 2017, Woolworths Financial Services partnered with Brownie Points to deepen staff participation and deliver meaningful community impact through this initiative.
The challenge was twofold: ensure efficient volunteer coordination and unlock deeper employee engagement in a cause aligned with corporate values. Woolworths staff responded with enthusiasm, embodying the spirit of generosity and shared purpose.
The Project
Brownie Points provided a digital platform to register, track, and celebrate volunteer contributions. Employees were grouped by business unit and actively engaged in sourcing, assembling, and delivering hundreds of Santa Shoeboxes to children in need. The platform simplified coordination and freed up internal resources, while enabling real-time recognition of participants.
The initiative also gave employees across teams an opportunity to work together informally, creating a sense of camaraderie and shared achievement beyond the office environment.
Success
- Over 220 hours volunteered by Woolworths employees
- Achieved a 40% increase in donations across business units
- Increased employee engagement by 30%, with staff citing the experience as “fulfilling” and “energising”
- Team members praised the initiative for strengthening purpose and team spirit
- Brownie Points’ digital platform saved time and reduced admin overhead
“Santa Shoebox was a very fulfilling experience.” – Moenadia Swartz, CFO Team
“If I had the chance to volunteer more, I would do it as many times as required.” – Qiesmiyah Stemmet, Quality Improvement
This initiative left a lasting impression on both recipients and staff – a reminder that collective goodwill, when well-coordinated, delivers results far beyond the holiday season.