South Africa’s early childhood development (ECD) sector is sustained by hundreds of thousands of women, many operating with limited resources and infrastructure. Almost all ECD centre owners depend on parent fees as their primary source of income. Yet only around one in five manage to collect all fees in a given month, according to the latest Thrive by Five Index, leaving many practitioners earning below minimum wage.
For those in underserved communities, raising fees is rarely an option. Sustainability instead depends on finding practical ways of diversifying revenue streams without placing additional pressure on families. On their Accelerator journey, some IMBE practitioners are able to unlock resources to help grow their businesses. Two such resources are an Events Guide and a branded gazebo.
A practical tool for everyday business decisions
The Events Guide is designed with the realities of ECDs in mind. It offers a curated set of simple, low-cost events, from Valentine’s Day celebrations and Easter egg hunts to parent-and-child workshops and sports days, all of which can be planned in advance and delivered with minimal resources. Importantly, it goes beyond ideas. The guide includes a step-by-step costing template, helping practitioners calculate expenses, set participation fees and work out profit margins as part of their broader business strategy.
Mapitso Mahlaba of Genesis Day Care in Rustervaal recently hosted Valentine’s Day and Easter celebrations, seeing first-hand how structured planning can support both engagement and income. “The guide was helpful because I didn’t have anything to guide me on what events to host,” she explains. “It has also helped me promote my centre.”
Not every event resulted in immediate profit. Some parents were unable to pay a fee, and in those cases, she broke even. But the value went beyond the day itself. “The activities help children grow, build confidence and learn new skills,” she says. “When others see this, they feel inspired.”
Visibility that builds trust
In many communities, where word-of-mouth is a key driver of reputation, visibility is important. A well-presented, recognisable space signals professionalism, stability and care. The gazebo, a portable shelter bearing the centre’s name and colours, allows practitioners to create that presence, whether at their centres or in the broader community.
Tlhohohelo Makwala of Bokamoso Day Care in Westonaria has used it across multiple touchpoints, from parent meetings to registration drives. “We set it up near the taxi rank during registration,” she says. “It helped us attract people from the community and explain what we offer. People here now see our centre as unique and special.”
For Tselane Francina Mokoena of Ukuvikela Community Day Centre in Willersfarm, it has also become a direct enrolment driver. After hosting a year-end party and birthday celebrations late last year, she saw five new children join between February and March, a period she describes as typically difficult. The gazebo, set up outside during activities, drew in curious passers-by. “Events are very important because you never know what opportunities may come from them,” she reflects. “Even if the event is small, it can feel much bigger and more meaningful than expected.”
A small shift with lasting impact
Events function as a multi-layered business tool whose value extends well beyond the income generated on the day. A well-planned event with a modest participation fee can cover its own costs and turn a small profit. But at a deeper level, it builds trust, visibility and reputation that drives long-term enrolment growth.
ECD sustainability isn’t built on a single intervention. It is the result of consistent, seemingly small practical improvements that can lead to a new child enrolling, a parent recommending the centre to a neighbour or a stronger presence in the community.
IMBE’s Events Guide and gazebo are designed to make those small wins more achievable. By giving practitioners a clear framework for planning, tools for managing costs and infrastructure for engagement, these resources help turn everyday activities into opportunities for growth. Because when ECD businesses become more visible, more connected and more financially resilient, they are better able to deliver quality early learning for the children in their care.
