Recruitment with heart: How Annelie Marais supports nonprofits in achieving their mission
This interview series with our #Nonprofit Service Provider Classifieds advertisers aims to unveil the stories and motivations behind those who specialise in uplifting and guiding the nonprofit community.
In this interview, we chat with Annelie Marais, founder of Marais Button & Associates.
Tell me about yourself and your company/consulting services.
I’m Annelie Marais. I ended up in recruitment by default, having always been involved in the arts, theatre, and running my own businesses. My recruitment journey started in the early 90s when I joined Quest Personnel in Cape Town. That gave me a strong foundation and old-school training in recruitment.
I started the Cape Town branch of Action Appointments and remained with them until 2010, when I left to start my own agency and I founded Marais Button & Associates with my husband, Steve. He handles consultancy and contract work, while I focus primarily on recruitment.
A big part of our strength also comes from Rudayba Petersen, my business partner. She’s been working in the nonprofit sector since the mid-90s, and her deep understanding of the NGO culture and her vast experience in the field give us a strong edge. We’ve known each other for 28 years, and together, we offer a unique blend of skills and expertise that makes us a formidable team.
What inspired you to focus your career on the nonprofit sector?
My passion for working in the development sector started early, when I volunteered with Black Sash in the eighties. This fuelled my passion for working with NGOs, and I’ve stayed in the development sector ever since. I’ve always been drawn to social justice issues—anything related to social injustice gets me fired up! I love being part of something bigger and contributing to positive change. NGOs have always been where my heart lies. I can’t imagine doing anything else in life. It’s about being part of movements that truly make a difference.
What do you find most rewarding about working with nonprofits?
It’s knowing that the work I do is not just about making someone richer, like in the corporate sector. In nonprofits, the impact is felt in the communities. When I place a candidate in the right job, I know that their work will go toward making a difference, not just for a company, but for real people and real causes. That’s what makes it all worthwhile—the sense of contributing to something greater.
What are some of the biggest challenges you’ve faced in this sector? How have you overcome them?
The biggest challenge is always funding! Many nonprofits simply can’t afford our services, but we try to be as flexible as possible. We’ll ask, “What’s your budget?” and work within that, even if it means running only part of the process for them. Governance is another issue, especially with smaller organisations that don’t have proper HR systems in place. We often have to step in and advise on what is needed before they can even start recruiting, making sure they’re ready to proceed.
Another challenge is when organisations are in a rush to hire, especially fundraisers. They think they can employ someone quickly who will immediately start bringing in money! It just doesn’t work like that, and we help them manage their expectations.
How do you help nonprofit clients accomplish their missions more effectively?
We’re not just a typical recruitment agency. We also take an advisory role for nonprofits. So if a nonprofit doesn’t have certain systems in place, we won’t just go ahead with the process. We work with organisations to identify their weaknesses and gaps, and help them get the necessary structures, like HR systems and governance, sorted. This is all part of what we help our clients with. It’s not just about filling roles; it’s about ensuring that they’re equipped to make the most of their team and, ultimately, accomplish their mission.
How do you see the nonprofit sector evolving in the next 5-10 years? How are you preparing for those changes?
I think AI will impact how recruitment is done, but I’m still old-school in the sense that personal contact matters. AI can help with some of the admin, but in the nonprofit world, CVs are more nuanced, and people’s skills and experiences are varied. We’ve already seen clients preferring our personal touch over automated shortlisting, so I hope that remains important in the future.
It’s not about making money for a big boss; it’s about making a real impact. . . It’s a sector driven by passion rather than profit.
What do you wish more people understood about working with nonprofits?
People sometimes think NGOs are completely different from corporates, but in reality, the same dynamics apply because we’re still dealing with people. What sets nonprofits apart, though, is the passion and commitment of those who work in the sector. It’s not about making money for a big boss; it’s about making a real impact. I think more people should understand the sacrifices and heart that go into this work—it’s a sector driven by passion rather than profit.
The nonprofit space is a challenging one to work in, whether you are nonprofit staff or a service provider. What do you do to take care of yourself?
I’ve learned to take mental breaks by travelling with my husband and our dog, Zach, as long as there’s Wi-Fi! I’ve also gotten better at setting boundaries with clients, like saying no to unrealistic deadlines. It’s important to look after your mental wellness, and for me, working from beautiful places while still staying connected has been key. It’s about finding balance and not letting the stress get to me.
What do you think sets your company or your services apart in the nonprofit services sector? In other words, why should nonprofits work with you?
I think what sets us apart is that we don’t treat people like numbers. Our clients aren’t just clients—they’re people we really invest in. We take the time to understand the culture of each organisation and find candidates who will fit not just on paper, but in terms of values and integrity. We’re also incredibly flexible with budgets and services, tailoring everything to meet the specific needs of the nonprofit.
...we don’t treat people like numbers. Our clients aren’t just clients—they’re people we really invest in
With candidates, even when someone is short-listed and doesn’t get the position, we constructively communicate interview outcomes with our candidates. It seems like a small thing but so many people don’t do it, and it’s just a matter of respect to the applicants. We always try to give them honest feedback and a pep talk because it can be so demoralising for people. Empathy is so important when you’re dealing with people, and along the way we mentor and coach applicants as well, to help them find the right path for them.
We offer more than just recruitment; it’s about long-term partnerships and helping organisations achieve their mission effectively.
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Find out more about Marais Button & Associates in our #Classifieds
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Visit Marais Button & Associates website
- Cover photo credit: Ian Schneider on Unsplash
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Ruen Govinder

Founder and Executive Director, Hashtag Nonprofit
Ruen Govinder is the founder and director of Hashtag Nonprofit. She has over 20 years of experience in consulting and managing online communications and technology for the development sector. She produced a series of e-books on communications strategies for nonprofits, and has worked with clients across Africa and in the United States.
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