The R1.1 trillion Question: How to create a volunteering addiction

By Mashadi Letwaba

I remember when I first started working in the social impact space, staring at another volunteer sign-up sheet with genuine disappointment.

Three people. Three. Out of a company of 300. We had urgent needs, meaningful causes, and genuinely good people who cared about making a difference. Yet every month, the same pattern: real enthusiasm at the sign-up stage, then crickets by event day.

Meanwhile, that same group of people? They'd wake up at 4:30am for Parkrun without an alarm. They'd passionately debate the soccer derby over lunch. They'd refresh their phones constantly, checking... something. Anything. They were clearly capable of deep commitment, real consistency, and following through.

So, what were we missing?

The answer hit me when I saw this statistic: in the 2023/24 fiscal year, South Africans wagered R1.1 trillion in the gambling industry. That's R1,100,000,000,000. With gross gambling revenue hitting R59.3 billion - a new record! It became clear. People absolutely know how to stay engaged with things that matter to them.

We queue for hours for the latest sneaker drop. We refresh our phones 96 times a day. We'll run 10km at 5am in the pouring rain because it "just feels good." Our brains are wired to seek out experiences that light us up inside.

So, here's the real question: what if volunteering could feel just as irresistible, through genuinely understanding what makes human beings tick and designing volunteer experiences that honour those truths.

So, what can we learn from this?

Runners don't start with marathons . Every runner started with one lap around the block. They tracked that first kilometre, celebrated it, and then wanted to beat it. They found running buddies who made 5am alarms bearable. They didn't become passionate overnight—they built it, step by step.

The volunteer version: Start with 30-minute opportunities (easy in office activities or online). Track every hour, every life touched. Celebrate the first milestone like it's a personal best. Because it is.

Gamers don't play without progress. Video games work because you know exactly what you're trying to achieve, you can see yourself getting better, and there's always a next level. Clearing Level 1 feels good. Reaching Level 50 feels incredible.

The volunteer version: Create clear missions ("Help 5 students improve their math grades this quarter"). Show skill progression ("Bronze → Silver → Gold volunteer"). Unlock exclusive opportunities for committed volunteers. Make impact visible and measurable.

We all need to feel seen. Whether it's 100 likes on a post or a "good job" from your boss, humans are wired for recognition. We lean into spaces where we feel valued. We step back from spaces where we feel invisible.

The volunteer version: Share volunteer stories widely. Create peer shout-out systems. Have the CEO personally thank your most dedicated volunteers. Make contribution visible, valued, and celebrated.

In a country where we've seen how the Truth and Reconciliation Commission used personal stories to heal a nation, where COVID-19 solidarity raised R3 billion through compelling narratives, where movements like #MeToo proved that authentic experiences drive real change, we know the power of making things personal, meaningful, and memorable.

We also know that gambling leaves most people with empty pockets. Social media often amplifies anxiety. But volunteering? It's the rare pursuit where the "high" comes with zero negative side effects. Better mental health. Stronger communities. Deeper purpose.

The same brain that craves the dopamine hit from a winning bet can crave the dopamine hit from changing a life. We just need to make that second option as accessible, rewarding, and compelling as the first.

Your next move?

Look around your office. What already gets people buzzing? The monthly contest? The Friday team lunch? The quarterly hackathon? The annual team-building trip?

Now ask yourself: why can't our volunteer programmes feel that electric?

What if your team got as excited about your monthly community day as they do about Friday socials? What if checking their impact dashboard became as habitual as checking email? What if new hires asked about volunteering opportunities in their interviews?

This is what happens when volunteering stops being a nice-to-have and becomes a culture people genuinely want.