Launched in celebration of Nelson Mandela’s 94^th birthday, the One Man, One Cone promotion saw Steers donate 94 cents for every ice cream cone sold, on 18 July, to the Nelson Mandela Metropolitan University (NMMU) Fund.

On this day, Steers sold 27 074 ice-cream cones, almost double the average figure of 14 000, resulting in a final sum of R25 449.56 being donated to the Nelson Mandela Metropolitan University (NMMU) Fund. Inspired by its customers’ overwhelming support of the promotion, Steers decided to match the donation, ultimately raising R50 989 for the university.

The donation will be allocated towards the NMMU’s Backpack to Briefcase initiative, which helps students prepare for professional careers, easing the transformation from student life to work life. The course consists of three modules, covering CV creations, interviewing and networking skills, plus business etiquette.

According to Kim-Marie Elliott, senior manager of leadership and training at NMMU, the Backpack to Briefcase initiative is designed to provide students at the university with the opportunity to gain valuable knowledge and experience that they need in order to excel in the real world.

“The programme aims to prepare students to become polished professionals, helping them secure bright futures. It is most commendable that companies like Steers can contribute to initiatives that take a holistic approach to the development of students – who will one day become our leaders.”

Steers acting managing executive, Linda Thomas, explains that the organisation chose to focus its One Man, One Cone donation on education, inspired by Madiba’s own words that, “Education is the most powerful weapon which you can use to change the world”.

Thomas adds that the link with the NMMU was a natural one: “Students are one of our core target markets, so there was a natural synergy there.

“The One Man, One cone promotion combined this natural synergy with our deep-seated belief in the importance of education, while simultaneously leveraging the sense of goodwill that is created among communities on Madiba’s birthday.