How the 2004 Tsunami changed the Softchoice Brand

Paul Asseff, Nick Foster, Edwin Jansen and Scott Harper volunteering in Tangalle

The day after Christmas 2004 many of us watched in horror as pictures of the Tsunami in South East Asia filled the press. For Softchoice, it was the beginning of a different kind of wave that changed our Brand.  Softchoice today is known for its corporate giving but it wasn’t always this way.

As a company we had not been involved in any kind of organized corporate giving. But, the employees of Softchoice decided that they could do more. They decided to raise money so that we could be involved in providing help. Grass roots fundraising started, garage sales were organized, bake sales were held, hats were passed at customer golf tournaments. I can’t tell you how many other events were run – some of them raising only hundreds of dollars – however the sum total of these activities raised $85,000 to be put to use in helping those that had lost so much. [Read more…]