The Somerset West housewife is one of several applicants short-listed in the inaugural campaign, launched in October in association with Avusa Media.

“Having worked for quite a while in the corporate environment and having chased salaries and status, it was never fulfilling,” said Veitch.

“I found, in doing volunteer work, that when we serve others, it fulfils and satisfies: it is very rewarding. I believe that if everybody could just volunteer a small amount of time, we could turn this country around.”

Veitch, who completed a Management Advancement Programme at Wits Business School and worked in the finance industry for eight years, left her job when her daughter Emma – now in Grade 1 – was born.

She read about the Vodacom initiative on Facebook and decided to volunteer for Business Against Crime in Kimberley.

“I have the skills and I can’t not use them, but I’m not looking for another corporate job,” the 43-year-old said.

Lauren Jackson, fresh from her community service as an occupational therapist with the Gauteng Department of Health and Social Development, has also been short-listed.

“In my experience with NGOs, they are under resourced in terms of experienced professionals,” she said.

Jackson, 24, said she was hoping to “stimulate normal development” for the 67 children at the Sizanani Children’s Home, which caters for children with severe physical and intellectual disabilities.

She believed her passion for working with children would set her apart from other hopefuls.

“It wouldn’t really be doing work, it would be doing what I love,” she said.

Judges – including TV and radio personality Romy Titus and businesswoman and socialite Edith Venter – will conduct interviews with the finalists next month.

The winners will be announced in March.

The 10 will then spend six months with their chosen charities, starting in April.