Inter Press Service - December 3, 2001
Nawaal Deane

This is the approach by the Topsy Foundation who has blazed a new trail in South Africa on how to make a non-profitable charity organisation into a resounding success.

The Topsy Foundation was born in the heart of Mpumulanga in a village situated in Grootvlei, about 100 kms outside of the commercial capital Johannesburg. It is a private and corporate initiative with "its core response being to provide a multifaceted approach to HIV/Aids in an attempt to ensure that South Africa does not suffer another lost generation."

The sanctuary can accommodate about 2 000 children who are indirectly or directly affected by HIV/Aids. It consists of over 20 separate buildings built around a large green lawn about the size of three soccer fields. Their mission statement is to provide love, security and nurturing to any needy child, in a happy and safe environment.

Having only opened its doors to children this year Topsy has received donations from more than 100 sponsors. Almost overnight it has become the "in" charity to be associated with. Further enhancing its image Topsy has three directors, Doug Maritz, Duke Kaufman and Silja Elena who are dedicated to building the sanctuary and making it self-sustainable. It boasts a wide range of board members most of whom are respected by the cream of South African society bolstering the credibility of the sanctuary.

Topsy Foundation recognises the urgent need to alleviate the suffering of children affected by HIV/Aids. With statistics reaching phenomenal levels sanctuaries like Topsy is essential to provide home-base care training and facilities to prevent the spread of HIV/Aids.

It has been estimated that there will be between 3.6 and 4.8 million Aids orphans in South Africa alone by the end of 2010 (children whose parents have died of Aids but who are not necessarily infected themselves). Further, one in three babies born in this country is HIV positive adding up to about 70 000 children being infected every year. In South Africa more than a third of pregnant women in KwaZulu-Natal carry the virus. Just more than 12-million African children were thought to have been orphaned by Aids by the end of last year.

Not surprising that its popularity has reached elite fashion and corporate circles with marketing done for free by Ogilvy & Mather Group, one of the biggest international marketing and advertising companies in South Africa.

"The reason we have gained popularity is because we are a safe bet. There are no running costs and all donations go straight to the sanctuary," says Kaufman.

The creative team of Ogilvy has developed branding for Topsy which has its own logo - a red inverted dummy. Not excluding any aspect of business they created a Topsy doll to market and sell. This Topsy doll will be sold to the public and all proceeds will be channelled back into the sanctuary. Part of the business-like approach is an attempt at self- sustainability through the manufacturing of the Topsy doll, ceramics and baby clothes made on the premises by indigenous women to teach them skills.

Many of the women who volunteer at the sanctuary are part of the local church.

At the sanctuary they make sure the babies clothes are cleaned, repaired and packed neatly in a storeroom filled with toys, blankets and formula.

Betsy, one of the ladies that volunteer feels that the sanctuary has given them an opportunity to give back and show their support. Folding baby clothes she smiles saying: "One day this place is going to be filled with children laughing and playing." Currently there are about 10 children all under the age of nine years old living at the sanctuary.

Topsy does not just receive donations but like any business gives sponsors something back in return. To cover operating cost one of the ways they generate income is to give naming rights for buildings. "There are 31 buildings within the village. Naming rights for these buildings will be sold to companies...with total gross income from the sale of these buildings will be just over R6.5 million," explains Kaufman (1 U.S. dollar is equal to about 10 Rand).

Individuals are also encouraged to "Adopt a Child" most of these sponsors will get recognition by having their name on the building and the website.

Professor Selma Browde, founder and medical director of the Palliative Medicine Institute will train Topsy staff, at different levels, from professional nurses to unskilled caregivers in the ethos and skills of palliative care.

Recently Sasol Limited, one of SA largest petrol companies, has adopted Topsy as their social responsibility and has bought the naming rights to the dining hall and kitchen at the Village.

Not a fly by night organisation their long-term goal is aimed at establishing sanctuaries all over South Africa. Kaufman says that eventually the Topsy foundation in Mpumalanga will act as a flagship where training of staff can take place for other provinces. "We would eventually like to establish a sanctuary in each province," says Kaufman. "We could pump out well-trained care-givers."

Internationally Topsy has gained recognition through their representative, Philine Hoffman in Germany. Through her photographic work she has decided to partner the Topsy Foundation exclusively and put together a sponsor pool in Germany with a view to raising funds for the Sanctuary.

This will provide the Foundation with an international platform and should assist in raising funds from overseas donors, says Hoffman.

011203
IP011201

Always watch for outdated information. This article first appeared in 2001. This material is designed to support, not replace, the relationship that exists between you and your doctor.

AEGiS presents published material, reprinted with permission and neither endorses nor opposes any material. All information contained on this website, including information relating to health conditions, products, and treatments, is for informational purposes only. It is often presented in summary or aggregate form. It is not meant to be a substitute for the advice provided by your own physician or other medical professionals. Always discuss treatment options with a doctor who specializes in treating HIV.

Copyright ©1980, 2001. AEGiS. All materials appearing on AEGiS are protected by copyright as a collective work or compilation under U.S. copyright and other laws and are the property of AEGiS, or the party credited as the provider of the content. .