The content in this interview will appeal to every numbers guy who has wondered how to justify investments made into social responsibility projects.

IQ Business Group's Stephen Smith unpacks the science of measuring the impact of funds raised by the CEO SleepOut with the sheer numbers and the knock-on effect far higher than the public perception.

In the three years that the CEO SleepOut project has been held, a total of 472 CEOs and business executives have raised a combined R52.7m between them - R38.3m of which went to primary beneficiaries; R3.5m to secondary beneficiaries; and R1.8m to satellite beneficiaries. But the actual impact was four times that.

Smith encourages CEOs who are reluctant to go once more into the freezing breach to send members of their executive team to ensure South Africa's largest fundraising event continues growing in stature.