What We Do?

Meeting the need for financial literacy education

Financial institutions need to deliver financial literacy education to the bottom-of-the-pyramid market.

Why? Because traditional marketing messages are not delivering results in communities who are suspicious and mistrustful of the financial services sector. In addition, people who do purchase financial products without proper understanding of why they need them or how they will add value, typically default on payments or don’t use what they’ve purchased.

Financial literacy training empowers people to make better financial decisions, and to  understand how particular financial products can help them achieve their goals.


However certain challenges exist:

  1. Cost: traditional training models are too expensive to train the number of people that need to be reached. On average, a daily training fee ranges between R500 and R2 500 because of the high cost of expert trainers, venue hire and the need to transport and accommodate trainers in the community.
  2. Market access: lack of community connections and buy-in from community leaders makes it difficult to access learners, even when training is being provided free of charge.
  3. Language and literacy levels: varying levels of literacy mean that traditional text-book based training won’t work in these communities, and producing learning material in multiple languages pushes up costs even further.
  4. Lack of trust: research conducted by the Finmark Trust shows that 66% of people take financial advice first from their family members and then from members in their communities. They are less likely to take advice from financial institutions.
  5. Inability to monitor results: mass training undertaken in remote communities is difficult to monitor and evaluate


Footprint addresses these challenges:

  1. Cost: a peer educator training model allows us to reduce the cost of a day’s training to under R200 per person. Because trainers live in the community they do not incur transport or accommodation costs and can access community venues free of charge.
  2. Market access: trainers use a rich network in their communities to recruit learners easily. Footprint also uses contacts in trade unions, municipalities and NGOs to recruit learners.
  3. Language and literacy levels: unique picture-based learning material overcomes literacy and multiple language challenges, and because trainers are community members they speak the same language as their learners
  4. Lack of trust: because they belong to and have an established relationship with the community, trainers are seen as trusted advisors.
  5. Inability to monitor results: a reporting system that uses state-of-the-art cellphone technology allows trainers to provide a comprehensive, information rich, real-time daily report back on every training session.


The micro-enterprise peer trainer model

Footprint trains resourceful, enthusiastic, self-driven individuals to operate as peer trainers in their communities. We provide comprehensive mentorship and support, along with intensive training in financial literacy content, how to deliver it and how to run a small business.

The result? Hundreds of peer trainers running their own micro-enterprises, providing Footprint with training services in their communities.

A cell-phone based reporting system provides ongoing daily feedback so that funders know how many people have been trained, how to contact them and whether they are interested in learning more about the products and services the funder offers.

Trainers are able to earn extra income by providing catering services at each event, and by using offering other types of training to community members or organisations.


The benefits of picture-based learning

Picture-based learning transcends language and overcomes literacy barriers, ensuring that the training message is delivered and understood. Best delivered in smaller groups of between 25 and 30 learners, picture-based learning is rooted in the world of the learner, making it accessible, easy to understand and, above all, relevant.

An interactive training approach allows the trainer to draw on the learners’ current knowledge and experiences. Role-playing, story-telling and other activities are used extensively to convey important facts and reinforce learnings.


The Money Fo’ Sho! programme

Money Fo’ Sho! has been developed specifically to deliver picture-based financial literacy training to the bottom-of-the-pyramid market. It provides an instant ‘ready-to-go’ solution for financial services institutions who wish to deliver financial literacy education.

Module 1: Managing My Money: focusing on budgeting, transaction accounts, stop orders, debit cards and safety in banking.

Module 2: Saving and Investing: explains the workings and effects of (compound) interest.

Module 3: Considering risks – Insuring: starting with the topic of payslip deductions, this module includes information on insurance and the importance of preparing for retirement, ill health, etc.

Module 4: Credit: explores all aspects of credit, including interest and the pros and cons of installment sales versus saving up.


Branding opportunities and lead generation

While Money fo Sho! is deliberately brand-agnostic, funders have ample opportunities for branding, marketing and lead generation:

  • Learners are informed of which company is paying for their training
  • They complete lead generation forms at the end of each session, which are passed on to funders.
  • Company representatives can make themselves available to talk to interested learners after the training.
  • Branded banners and branded clothing for trainers deepens the brand association

The fact that the brand is providing valuable information to learners, free of charge, serves as a powerful brand-builder and has the potential to create positive and lasting connections with community members.