13 November 2019 / 16 Rabi-ul-Awwal 1441
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THOSE I’ve spoken to in the ‘humanitarian sector’ all agree that in the last decade or so, it seems as if the world has gone mad.
Military coups, morally bankrupt leadership, xenophobia, Islamophobia, widespread famines, floods, droughts, riots, protests, earthquakes, super-storms, tsunamis, raging fires and geo-political conflict dominate the discourse.
And if that is not enough, the rich have got even richer, and the poor have got even poorer. Indeed, it has become a cruel and greedy world, where dictators, bankers and corporations rule, and where the promise of materialism and the fear of oppression are used to anaesthetise our higher sensitivities.
This has all exacerbated the great social divide, despite experts saying we have enough technology, food and other resources to lift billions of people out of poverty and ignorance. Never before in history has man had the tools he has at hand today for everyone to live in relative ease. And yet, the suffering and pain endures.
Some of our scholars say that humanity has gone godless and ego-mad, leading to selfishness and a lack of self-respect and belief, which in turn leads to a restless, unfocused and troubled society. However, amongst the clamour of this madness there is still good, and there are still good people and there are still good things.
I would argue that organisations such as SANZAF stand for the latter. Executing the divine injunction of Zakah – a pillar of Islam denoting the purification and redistribution of wealth – SANZAF has in the past four decades gone from strength-to- strength within a community that like so many others, has experienced increasing and urgent developmental needs.
However, times are a-changing. For as the elder generation of Zakah payers gracefully departs this earth with our good du’ahs, the donor profile is shifting to younger people with different perspectives.
Not least has been the improved financial situation of a post-apartheid, millennial generation of South African Muslims that has directly benefited from better schooling, university education and better job prospects. In other words, with education and opportunity has come more distributable wealth.
The biggest challenge facing any humanitarian organisation in our community today is how to harness this wealth whilst remaining socially relevant and economically effective. Marketing becomes absolutely critical to this process, where potential donors are distracted by so many things, especially social media, which shrinks the world to a hand-held device – the virtual global village, the digital ‘days of our lives’.
Late last year, SANZAF had a marketing ‘imbizo’ that mapped out the future trajectory of the organisation with regards to its profile and media presence. This was done in a way that ensured SANZAF would not lose its soul to crassness, or deviate in any way from its core values of delivery, compassion, hope and dignity.
The moot point is that SANZAF is not exempt from current trends. So like any humanitarian or faith-based organisation, SANZAF will find its donors of tomorrow determining their payments online on their hand-held devices, whilst they scroll daily through music, news, Qur’an, Hadith and the issues of the day. In other words, Zakah – like so many other things – will become a cyber-experience.
Most times, these consumers will be informed by short video clips, or inter-active apps, that spring to life when clicked. And in a world where we have been largely desensitised to violence and other horrors, SANZAF will have to be creative to grab attention without resorting to the noisy pornography of media sensationalism.
Indeed, the donor of tomorrow will be a discriminative, penny-wise and tech-savvy person, leaving organisations with little place to hide. This is where the legacy of SANZAF, with its reputation for public accountability, hope and of maximising compassionate outputs for each rand, will stand in good stead. The point is that these virtuous old values will never die, but that the methodologies of understanding them surely will.