South Africa's nonprofit sector has little shortage of organisations working to address some of the country's most pressing social issues. Many South Africans are taking hands and creating change where it is needed, to paraphrase the sentiment Mahatma Gandhi so famously championed.
One organisation that has been immersed in these efforts is the Smile Foundation, which has spent more than two decades providing reconstructive surgery and support to children across South Africa. Leading the good work as the Smile Foundation's CEO is Tarri Parfitt, who takes us behind all the organisation has done to connect people to the cause and help them recognise the role they play in creating change.
Stories are a powerful part of how charities connect with the public. How does the Smile Foundation use storytelling in its communications to strengthen public trust and inspire support for its work?
Storytelling is at the heart of how Smile Foundation builds public trust and inspires support. While we provide more than 500 life-changing reconstructive surgeries each year, it is the individual journeys behind those numbers that truly resonate. Every child and family is personally supported by our dedicated team of patient navigators, counsellors and healthcare professionals from diagnosis through recovery.
By sharing authentic stories of courage, healing and transformation, we help donors and the public see the real impact of their support. These stories go beyond statistics — they demonstrate the compassion, dignity and personal care that underpin everything we do. We believe that when people connect with the child behind the surgery, they are inspired to become part of that child's journey toward a brighter future.
The Smile Foundation holds that they have helped more than 5 000 children over the past 25 years. How do you impress that significance without letting scale overshadow the individual stories and lives these numbers represent?
While reaching more than 5 000 children over the past 25 years is an important milestone, we never lose sight of the fact that every number represents a child, a family and a life changed.
Each child has their own story, and we document their journey through photographs, personal testimonials and ongoing follow-up. In some cases, we have had the privilege of watching these children grow up and celebrating their achievements long after their surgery.
One of my favourite examples is Thando Manyanti, Smile Foundation's very first patient. Today, Thando works at our sister organisation, Afrika Tikkun, where he welcomes every person who walks through the doors with the same smile that was made possible through reconstructive surgery.
Stories like Thando's remind us that our impact extends far beyond the operating theatre — it changes confidence, opportunities and futures. That's why, for us, every one of those 5 000 children has a name, a face, family and a story worth telling.
South Africa has many meaningful NGOs with worthy causes that require the public's support. How does the Smile Foundation ensure that its work remains visible and communicates its importance in this space without leaning into disingenuous promotional messaging?
I actually think the question isn't how we remain visible — it's how we remain credible. In today's world, people are increasingly sceptical of polished campaigns and emotional appeals. They want to know whether their donation will genuinely make a difference.
At Smile Foundation, we don't see ourselves as competing with other NGOs for attention. Instead, we focus on earning trust.
That means being transparent about how funds are used, reporting honestly on both our successes and our challenges, and inviting donors to see our work firsthand. We open the doors to our operating theatres, introduce donors to the children and healthcare teams they are supporting, and share real outcomes rather than manufactured messages.
Ultimately, our greatest marketing asset isn't a campaign — it's the smile on a child's face after surgery, the confidence they regain and the gratitude of their family. Those are stories you simply can't invent.
When your impact is real, your communication doesn't need to be louder; it just needs to be authentic.
Your Women's Day Breakfast brought women together under the theme, Rooted in Strength. Walking away from the event, what key message or takeaway did you want guests to leave with after hearing from your speakers?
The message I hoped women took away was that real strength isn't about doing everything on your own — it's about having the courage to lean on others and to be that source of strength for someone else.
Too often we celebrate women for carrying everything without asking for help, but I think that's the wrong definition of strength. The stories shared by our speakers reminded us that resilience is built through connection, vulnerability and community.
That's exactly what we see every day at Smile Foundation. Behind every child's surgery is a mother, a family and a network of people supporting one another through incredibly difficult circumstances. When women stand together, they don't just strengthen each other — they strengthen families, communities and future generations. That was the lasting message we wanted every guest to leave with.
Women make up a significant part of the health and social care workforce, nonprofit sector staff and caregiving roles. What would meaningful, year-round recognition of women's contributions look like, and how can we extend this conversation past Women's Day?
Recognition shouldn't be something we reserve for one day in August — it should be reflected in how we value, support and invest in women every day of the year. Women make up a significant proportion of the healthcare, nonprofit and caregiving workforce, yet much of what they do happens quietly, behind the scenes and often goes unnoticed.
At Smile Foundation, we see this every day. Behind every child's surgery is a network of extraordinary women — nurses, psychologists, speech therapists, patient co-ordinators and, of course, mothers — whose compassion, resilience and support are just as important as the surgery itself. They don't simply care for patients; they walk alongside families through some of the most difficult moments of their lives.
If we want the conversation to extend beyond Women's Day, we need to move beyond celebrating women's strength and start creating environments where women feel supported, connected and valued.
As I shared at our Women's Day Breakfast, real strength isn't about carrying everything alone — it's about standing together. That's the kind of culture we should be striving for all year round.
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*Image courtesy of contributor and Canva