Historically, Africa has been one of the biggest recipients of charity donations; but in recent years this has been flipped on its head, and now, Ghana is the 23rd most charitable country in the world, according to the CAF World Giving Index. That puts it above the likes of South Africa, and just behind European heavyweight Denmark.
What’s curious is that a lot of charity is being driven by business. Christian evangelist society Hope Journey have organised charitable events, and 20 of Ghana’s biggest CEOs recently teamed up to discuss charitable strategies. For businesses, both big and small, there are clearly a few secrets to be found in charity that can positively benefit your bottom line.

Using the arts to build reputation and awareness

Society is defined by its arts, and businesses have established clever methods to raise awareness through them. Take, for example, American investor Erik H. Gordon, who has taken his business expertise and applied it to the film industry. Climate change has been identified as a major driver of harm worldwide, creating serious environmental and poverty-related problems. Gordon has used the film industry to raise awareness of marine climate change challenges with the 2014 release Mission Blue. The same principles have been put into action in Ghana; business philanthropists have funded art via the Foundation of Contemporary Art, aiding their own profiles and helping the community in the process.

Boosting your image through ambitions

It’s no secret that Ghana has undergone a huge amount of change over the past decade. With 15% growth according to the World Bank, prosperity is flowing into the country and, according to the SDG Philanthropy Platform, being utilised well by the democratic government. Where wealth is involved, companies can sometimes act unscrupulously, with little avenue of redress available to those affected. Ghanaian entrepreneurs are taking the moral high ground and bucking the trend, with numerous big businesses outlining their charitable ambitions to ensure the country evolves from being aid-reliant to independently prosperous. The advantage of this is clear; a stable country with minimal poverty is stable, and safe, and makes a great environment for businesses to continue thriving.

Pushing on the local workforce

The same business leaders making waves with schemes geared towards defeating poverty are also helping with upskilling the next generation. Education is often a major gap to the ongoing preservation of business, as skills become outdated and a generational gap grows. However, with smartphones widespread in Ghana and across the continent, digital learning phone apps are becoming a way of life. Seizing on this, business is helping to provide access to futuristic learning and make the most of the 28.21m population’s hidden talents.
Ghana is a big country with a blossoming economy. However, there remain significant problems with poverty and the like. Business, through philanthropy and charity, is touching on all sectors to help drive the economy – and their own fortunes in the long run.
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