The devastation wreaked by the tsunami unleashed a massive public response, with charities deluged with funds from generous donors. Villagers in Cholsey, near Wallingford, were desperate to contribute, but they wanted to do it in a way which forged a permanent connection with a needy community.

And when they investigated, they discovered that the tsunami had generated such strong emotions that other parts of the world were suffering a drop in donations, particularly Africa.

So instead of targeting Asia, businesses and individuals in the area have raised more than £45,000 for a charity called Choko — an amalgam of the names Cholsey and Kodumela, the project in South Africa which benefits.

James and Bev Butler, the driving force behind Choko, knew about the South African village because they supported the charity World Vision and already sponsored a child called Lucy, who lives there.

Mr Butler said: "The name for the World Vision project is Kodumela, which in the local language (Northern Sotho) means 'Dig Deeper'."

"Under Apartheid, it would have been a Bantu homeland for people who were cleared off their traditional homelands, uprooted and moved there. It is very under-developed and because it's so remote they are almost forgotten by the ANC government. It's very dry and the rainy season often fails."

Mrs Butler said: "There's a real lack of water for drinking, so they certainly don't have water for plants, and that means it's difficult to grow crops."

Choko is already funding a centre for children with special needs, as well as a women's business co-operative. Now it aims to raise more money to support a water-harvesting and gardening project, which will target 840 households, including more than 200 orphans and vulnerable children.

Mr Butler, who runs his own coaching company, sought help from some of his clients and the wider Oxfordshire business community became involved after he gave a presentation at the Late Breakfast club in Abingdon.

As a result, supporters such as the village’s churches, school, football club and silver band were joined by businesses such as Little Fishes, Clare Lock's Clock Studio, Conservatree Design and Print and GA Electrical.

Christine Rayner, of PR agency Tangram, said: "With the help of owners of small businesses, the school, the church and the community of Cholsey, and now the surrounding areas, the links have led to friendships that will last a lifetime."

The Butlers are keen that fundraising events such as the village's beer festival are sponsored by businesses, so that all the money raised goes direct to South Africa.

"Last year we raised £5,000, and thanks to the generosity of local businesses who sponsored a barrel of beer, the funding went directly to the community. We had 20 businesses, mostly small, local firms, who supported us," said Mr Butler.

Each business is encouraged to sponsor a specific item, for instance the 16 barrels of real ale at £120 per barrel, or entertainment at £120. For those entering into the festival spirit, perhaps the most useful item is the toilets, divided into four sponsorship units of £120 each.

Mr Butler said: "As well as raising money, we have aimed from the start to establish links between the two communities. Every child at Cholsey School produces some work and sends it out to the school in Kodumela, and groups of people here in Cholsey have funded themselves to go out there.

"We went in April with a group of 22 people — it was an overwhelming experience."

They discovered that enterprise and entrepreneurial spirit were alive and well in the poor community, despite the conditions.

"The women's co-operative there is an incredibly resourceful group of people. They needed a helping hand to pay for training and beads to make into jewellery. They started selling the beadwork and with that profit they could buy chickens and sell eggs.

"They also bake scones and sell them. With the profits they have made, they put it back into the business to expand and diversify, or they use the money to feed orphans and vulnerable children.

"Because of HIV and Aids, there are many children like that, who may move in with an aunt, but everyone is so poor that they can't afford to feed an extra child. The workers' co-operative gives them one decent meal a day.

"We started out with a group of half a dozen women who needed the capital to get started and it is recycled in the economy. These people are very industrious and strong negotiators. They are very good business people. They have started mentoring young people, who come out of business skills."

The Butlers brought back some of the jewellery produced in Kodumela, which they sell at local fetes and other events, such as the beer festival.

"We raise money for Choko from the sale, because although we pay the going rate in South Africa, we can sell them at a higher price here and make more profit."

After their most recent visit, Mr Butler was so inspired by the example of the South African villagers that he commended their positive attitude to his coaching clients, urging them to 'dig deeper' into their inner resources.

"Mrs Mashumu, the lead organiser of the special needs centre, is the embodiment of someone who has dug deeper to provide a drop-in facility for young people, like her own child, who have learning difficulties."

* Cholsey Beer Festival, featuring 16 real ales, plus real lagers and ciders, is on September 26.

To sponsor a barrel of beer, see www.chokobeerfestival.org.uk or email sponsorship@chokobeerfestival.org.uk For details of Choko, see www.choko.org.uk