1. Inyathelo The South African Institute for Advancement

2. Who is Inyathelo? Inyathelo, The South African Institute for Advancement, has a five year history of working with organisations and institutions to build their capacity to attract donor investment. Recognising the pioneering role that strategic giving can play in bringing about Social change, Inyathelo has begun its work to encourage giving and to grow a Strong philanthropy movement in South Africa. Its philanthropy work is currently focused on the following: The Inyathelo Philanthropy Awards The YIPPSA programme, The South African Philanthropy Forum The CSI Programme

3. The Brief The Inyathelo PR Strategy needed to support the Awards and Philanthropy Programme objectives by using PR tactics towards: Increasing public discussions about and engagement with the relevance of and role for philanthropy in South African society. Increasing the number of nominations from NPOs, institutions and individuals Increasing the levels of participation by local philanthropists in the Philanthropy Awards. Increasing the number of individuals and/or families who give strategically to social causes. Increasing the number of private trusts or foundations set up by South Africans

4. Approach To achieve the objectives of the Inyathelo campaign, Total Media needed to position Inyathelo – particularly in the minds of philanthropists, NPOs, funders and government - as the “home of South African philanthropy”, the place of innovation, expertise, excellence and effective action (and we have to be able to back this up with excellent products and services).

5. Outcomes Media Relations Results The total campaign publicity for the period January 2008 to January 2009 equated to R 7,519,364.67 Included in the outcomes of the campaign; a number of ongoing relationships were create with leading publications (Online, print & Broadcast), these included; Business Report, Mail & Guardian ‘thought leader’, Africa Awakes, Cape Talk/702, Bizcommunity, Destiny; Increased awareness around the meaning of the word “philanthropy” and significant increase in the quality of submissions. “It is heart-warming to witness how many incredibly selfless people there are in South Africa who are committed to making an ongoing difference in the lives of ordinary citizens.” Kaz Henderson, Managing Director, Total Media