by Emma O’Shaughnessy
29 January 2025
Esi Silwana works as an Executive Assistant and Strategist at the Small Projects Foundation (SPF). She completed the Amplify Mobilise Change Flagship Programme in 2023 and has been doing some amazing things since then in tech and online communication and strategy. Read on for more on Esi’s journey, in conversation with Emma, AMC’s Project Lead.
Esi has over ten years experience working in local civil society and specialises in driving organisational growth through high-level clean and smart operational support and strategic communications. She has spent the last few years providing executive support to SPF’s CEO and improving their communications operations, including online fundraising.
Emma: Can you tell us a bit more about your work, specifically your role at the Small Projects Foundation?
Esi: I have been the Executive Assistant to the CEO at SPF for over 3 years. In this time, I have overseen the communications department for the organisation, which is made up of a team of six. I have also supported our newly established Computer Solar Hub, located in one of our underprivileged communities, which I was thrilled to help bring into place here in the Eastern Cape.
Emma: That sounds amazing. How did these three aspects of your work fit together? How did you manage to move between them?
Esi: Oh, that’s a tricky question! But I’d say being an Executive Assistant has allowed me to understand the vision and mission of the organisation directly from the heart—our CEO, who also happens to be our founder.
Understanding and sharing in SPF’s vision helped us align our communication strategies to make sure we’re conveying not just what we’re doing but the impact we’re making. This allowed us to relay stories of our interventions from the perspective of the real difference we’re achieving, thanks to the support we receive.
Emma: How do you create stories of impact? Do you write and create stories from the field?
Esi: Exactly! Yes, our stories of impact come from the field. Bringing them to light was crucial for us.
Emma: And how does the digital aspect fit into this?
Esi: In the last year to two yers, we have explored more digital avenues for our work, while also understanding that many young people in rural areas may not have the same access to digital skills or resources.
Emma: And what is it you’re hoping to accomplish with digital solutions in your communities?
Esi: Our goal has always been to bring together key aspects of digital empowerment for young people in our area. We want them to see the digital space as full of opportunities, not just for employment but also for self-employment, by building their own skills and capacities. And we want to make our services as easy to access as we can.
Emma: You’ve also been exploring ways to integrate AI into your work. Please tell me more about that, especially regarding your recent experiences in New York.
Esi: Right, this actually ties into the recent trip we made to New York.
Emma: It sounds like it was a big moment. Could you share more about what that entailed?
Esi: Absolutely. The trip to New York was part of a larger journey, one that I feel really began when we became part of Amplify Mobilise Change (AMC)! Being with AMC helped open doors for us.
Thanks to the guidance and connections I gained from being on the Amplify Mobilise Change programme, we were nominated by Computer Aid International to receive a solar-powered computer hub here in the Eastern Cape.
This hub has 30 fully-equipped machines that operate completely off-grid. It’s located in one of our communities where we’ve been working for over a decade, a community dealing with high youth unemployment and various social issues.
We went to New York to discuss bringing AI into our initiatives, not just to help students but also to support out-of-school, unemployed youth in various ways. AI can be such a powerful tool in the learning space and beyond.
Emma: That sounds like such a game-changer for the community. What has been the reaction?
Esi: The official launch of the solar hub in June 2024 was a HUGE moment. It brought recognition from international tech organisations like CDW and Dell Technologies, which was fantastic. These organisations saw what we were doing and want to get more involved in the Eastern Cape—it was extremely validating.
Emma: And that connection led to the New York invitation?
Esi: Yes, exactly. We were invited to New York during the week of the UN General Assembly and Climate Week. It was incredible to be part of conversations on topics like using AI to empower communities both educationally and in the workforce.
We discussed Africa’s trajectory as a continent and looked at how to scale these initiatives down to smaller communities, where there are often infrastructure challenges and limited resources.
Emma: Such important issues. And it sounds like you were able to connect with a wide array of people and organisations during this time, is that right?
Esi: Yes, we had the opportunity to engage in discussions with many influential organisations. Each conversation highlighted different aspects of our work, from educational empowerment to sustainability in resource-challenged areas. It was a remarkable experience to see how our local work resonates on a global scale.
Emma: Do you think this experience has changed how you work now that you’re back in the Eastern Cape? Has anything obvious shifted in the way you approach things here?
Esi: Definitely. You know, in our space—especially here at SPF—there used to be very little understanding of the role of communication in shifting behaviours or relationships. A lot of people saw it as intimidating, and when I started to introduce that dimension to our operations, it was tough.
But over this past year, I found my voice. I let go of any timidity and realised that this isn’t about me; it’s not about any of us as individuals. It’s about our beneficiaries and honouring the investments our funders and partners have made. It’s about showing them where their money is going.
And it’s funny because I have a journalism background; I used to be in a newsroom, but I lost touch with it over the years as I moved into different fields. This experience reignited a passion in me—for content development and for being the mentor I never had.
It has really allowed me to better support our team. And we’ve seen our communications department become something of an example to others.
I have had to manage everything at a fast pace, almost like a newsroom. I remember diving into a month-long production cycle where we’d set our goals and intentions, put them into play, made adjustments, and reviews. Communication has become essential to our strategy for change.
Emma: I agree! Communication is such a central part of transformation. What would you say are the essentials for effectively using communication to create social change, whether online or offline? If you could give some key pieces of advice to someone starting out in this kind of work, what would they be?
Esi: It’s about getting out there, hearing the stories from the field, and staying grounded.
I would say understand the vision and mission of your organisation. So many people do their work as a duty, without really connecting to the purpose behind it. Understanding the organisation’s purpose shapes our communication and messaging.
It’s essential to understand those we serve—our audience and beneficiaries. Staying connected to what’s happening on the ground is so important. It’s easy to get lost in the office or behind a computer screen and disconnect from the people we’re actually serving.
Knowing what our partners aim to achieve is key too so your communication is collaborative.
Emma: I love this emphasis on understanding the ground realities and staying connected to the purpose. Now, what’s next for you? Any exciting projects on the horizon, either for the end of this year or early next year?
Esi: I’m eager to strengthen what we’ve already built in our communications in 2025. Personally, I feel like I have a new lease on life—a renewed motivation after our recent trip and experiences.
Emma: Amazing! With your creativity and determination, I have no doubt you’ll accomplish everything you set out to do.
Esi: Thank you! I’m really grateful for all the support from AMC. It’s a gift—mentoring us, guiding us—it’s knowledge that many would have to pay a lot for, yet you’ve given it so freely. It’s a resource for small organisations, and I hope AMC grows to have an even bigger impact. I genuinely appreciate everything AMC has done. It’s invaluable.
Emma: We deeply appreciate hearing that. You’ve proven yourself to be a real champion –someone who not only engages but also makes things your own. This feedback keeps us grounded and reaffirms our mission.
Emma: Thank you, Esi, for such an inspiring conversation. We look forward to seeing your story evolve.
Esi: Thank you!
