Building Purpose-Driven Social Ventures for Lasting Impact? START WITH THE 'WHY'.
Anuoluwapo Akinhanmi
Economist||Management Consultant| Researcher| Talks about Social Entrepreneurship and Developing Economies, Policies, Leadership and Personal Development|| Member, GoldmanSachs Women
Usually, the "why" of African social entrepreneurs often originates from deeply rooted challenges they have experienced or observed in their communities. This core purpose fuels their ability to overcome obstacles and sustain impact despite adverse conditions such as limited funding, regulatory hurdles, or market inefficiencies.
In the world of social entrepreneurship, defining the "why" behind a venture is critical to its long-term success and impact. The "why" aids the entrepreneur in understanding the root cause of the problem from a narrow and wider perspective and also serves as the anchor that keeps the entrepreneur focused on the mission. Without a clear, compelling reason driving the work, social enterprises can easily lose momentum, drift from their core purpose, or become unsustainable.
The “why” shapes the vision, guides strategic decisions, and encourages resilience, especially in regions like Africa where resources and funding are limited. It also establishes credibility with stakeholders and beneficiaries, who are more likely to invest in or support initiatives that demonstrate a deep understanding of the problems they are addressing. Social entrepreneurs like Godwin Ehigiamusoe of LAPO and Kennedy Odede of SHOFCO have been able to generate long-lasting impact because their "why" is rooted in addressing systemic issues they have personally experienced.
Understanding the "why" doesn’t just help with personal motivation; it ensures that the venture remains aligned with its social mission, increasing the likelihood of scalability and replicability.
To understand the driving force behind some African social entrepreneurs and the relationship between their “why” and the root cause of the social issues they address, let’s dive briefly into some popular case studies.
Case Study One
Godwin Ehigiamusoe – LAPO (Lift Above Poverty Organization) Godwin Ehigiamusoe founded LAPO in Nigeria to tackle extreme poverty. His “why” was shaped by the lack of financial access for low-income individuals, particularly women. LAPO provides microfinance services to empower them economically. Despite challenges such as regulatory hurdles and competition in the microfinance sector, Ehigiamusoe's persistence in addressing systemic poverty has allowed LAPO to thrive. LAPO has grown into a leading microfinance institution in West Africa, serving over a million clients.
Case Study Two
Fred Swaniker – African Leadership Academy (ALA) Fred Swaniker's vision for the ALA was to address the leadership deficit across Africa by grooming a generation of ethical and competent leaders. His "why" comes from a belief that the continent’s future hinges on its leadership. Swaniker has overcome obstacles such as high costs of education and skepticism about leadership schools by aligning ALA's mission with Africa’s broader development goals. To date, ALA has trained thousands of young leaders who have gone on to impact their communities across the continent.
Case Study Three
Dr. Ola Orekunrin- Flying Doctors Nigeria.
Why Dr. Ola’s motivation stemmed from a personal tragedy where she lost her sister due to a lack of timely medical care. The incident highlighted the critical gaps in emergency healthcare in Nigeria, where logistical barriers prevented patients from receiving urgent medical treatment.
Root Cause: The root cause was inadequate emergency healthcare infrastructure and transportation in Nigeria, especially for people in remote areas. Dr. Ola launched Flying Doctors Nigeria, the first air ambulance service in West Africa, to tackle these systemic issues and improve medical care delivery. Her mission, deeply tied to her personal story, has made the enterprise resilient and impactful.
Case Study Four
James Mwangi- Equity Banj, Kenya
Why: James Mwangi was driven by the desire to alleviate financial exclusion for the unbanked population in Kenya, especially women and low-income earners. Having grown up in poverty, Mwangi understood how access to credit could transform lives. Root Cause: The root cause was the rigid banking systems that favored the wealthy and excluded rural and poor communities. Equity Bank democratized financial access by introducing micro-loans, which have empowered millions of people to break the cycle of poverty. Mwangi’s personal connection to the social issue has allowed him to focus on inclusive banking services for the underserved, making it a large-scale success.
?Case Study Five
Kennedy Odede – Shining Hope for Communities (SHOFCO) Why: Kennedy Odede, who grew up in Kibera, one of Africa’s largest slums, experienced first-hand the harsh realities of extreme poverty, lack of education, and gender-based violence. His “why” stems from a desire to create pathways for Kibera residents to access basic human rights such as water, education, and health services. Root Cause: The root cause lies in systemic poverty, poor governance, and lack of infrastructure that trap slum dwellers in cycles of deprivation. SHOFCO, which started as a community-driven initiative, now serves hundreds of thousands of people in informal settlements, addressing critical issues like sanitation and education. Kennedy’s deep personal connection with Kibera’s social problems has driven the growth and sustainability of his enterprise.
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Case Study Six
Bethlehem Tilahun Alemu- SoleRebels Ethiopia
Why: Bethlehem’s mission was born out of her desire to create sustainable job opportunities in her impoverished community in Addis Ababa. She wanted to use local craftsmanship to empower her community economically. Root Cause: The root cause was the high unemployment rate and economic disenfranchisement in her community. By leveraging Ethiopia’s artisan traditions, she founded SoleRebels, a footwear company that employs local artisans and sources sustainable materials. The company has become a global brand, addressing poverty while promoting eco-friendly production methods.
Case Study Seven
Zubaida Bai-AYZH (Maternoya),Tanzania
Why: Zubaida Bai’s motivation came from witnessing the dangers of childbirth in rural areas, where women often lack access to clean and safe birthing conditions. Root Cause: The root cause is inadequate maternal healthcare and lack of access to affordable, sterile birthing kits, which contribute to maternal and infant mortality in rural areas. Bai’s enterprise, Ayzh, developed affordable clean birth kits, reducing the health risks for mothers and babies in low-resource settings.
In each case study, their understanding of the root cause made it easy for them to craft targeted, innovative solutions, creating long-term impact despite the many challenges they face.
In conclusion, before embarking on any social venture, it is essential to take the time to truly define the “why.” What are the driving forces for solving this particular problem and are the connecting dots deep enough???
The "why" should stem from an authentic desire to create lasting change, not just a passing interest or external motivation. This will bring clarity even in the face of challenges and also guide decisions, inspire others, such as stakeholders, and keep the enterprise focused on making a meaningful impact. The most successful social entrepreneurs, from Africa and beyond, have rooted their ventures in a clear purpose; this has been the key to their ability to generate enduring social change.
Now, reflect on your WHY?: What motivates you to make a difference, and how can you translate that into impactful action?
References
About the Author: Anuoluwapo Akinhanmi is an Economist solving under-development problems through research, and thought leadership series in social entrepreneurship and human development.
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