Download - Starting Fundraising for NGOs in India
Strategies for Fund Raising in Voluntary Sector
Why?/ Tools/ What works/
What does not!
Presented at Training on Mobilisation and Management of Community Resources, NIPCCD, New Delhi, India
Why raise funds at all?
Shifting of International resources Potential within India Flexible funds Regular and Sustainable funds Advocacy at profit
Raising Funds through
Direct Marketing Corporations & Foundations Employee Groups Events
Direct Marketing Tool Box
Direct Mailers Telemarketing FTF (Face to Face) On-line solicitation DR (Direct Response) TV
Direct Mail Pack
OME (Outer Mailing Envelope) An appeal letter Donation Coupon BRE (Business Reply Envelope) Leaflet Lift Letter Premiums/Gimmicks
Acquisition Pack
OME
Premiums
BRE
Lift Letter
Head Letter
Donation Coupon
Other Direct Mail Aspects
Cold Mail Warm Mail Thank you Mail Response Rates Profitability-RoI
Direct Mail Lift LetterWarm MailBREBanks’ high net worth client listsGold card / Diner card listsGood Magazine subscription listsNewsletter / Annual ReportTax-mailStories
Direct Mail
Reckless Cold Mail Improper gap CA/Doctor/Lawyer lists Too text heavy mailers Pictures of distress Girl child mailers in North India Couriers ?
Face to Face
A team of Direct Sales People at: Door to Door Office to Office Street Corners Malls
OutsourcedFace2Face Sales
Universality of your cause Good brand awareness Compatible outsourcing partner Regular orientation Concise presentation literature Large numbers tapped Close monitoring
Outsourced F2F Sales
Too much aggression Low employee replacement Cash donations Low levels of general awareness Improper donor servicing
Telecalling
Calling on Home Numbers Calling on Office Numbers Calling on Mobiles In-house Outsourced Cold & Warm
Telecalling
Very effective for new donors and retention both
Backed by cheque pick-up facility Smart communicator- non-intrusive Crisp script Effective even during weekdays
Telecalling
Residences in afternoons Follow-up calls not made Several people same database Reckless calling on mobiles
On-line Solicitation
Web Banners Emails Website with Payment Gateway Web 2.0- user generated content and
communities
DR TV
TV Spot with call back number/website address/SMS/ Postal address
Call for Action Telethon as extensions of DR TV
Finally what works
Integrated Campaign
Corporate Giving
Indian Overview
Corporate Giving Motivations in India
Philanthropic Planned Philanthropy Corporate Social Responsibility (CSR) Tax Local Community Relations Marketing and Image Building Relationship building with government Employee Relations
CSR major players/cause in India
Corporate Foundations CausesTata Council For Community Initiatives
Community Development
ICICI Bank Children Education, Community Development, Micro-finance
UniLevers India Self Help Groups
ITC Self Help Groups
Infosys Foundation Health, Education
Azim Premji Foundation (Wipro) Education, IT Education
ABN Amro Bank Micro-finance
Bill & Melinda Gates Foundation HIV/AIDS
Planned Philanthropy Players in India
Causes CorporationsChildren Education LG, Schnieder, UPS (theme for 2005),
Ballarpur Industries (BILT), HDFC, Coca-Cola
Community Development
Aditya Vikram Birla Group, Maruti, BILT, National Thermal Power Corporation, Public Sector Enterprises
IT Samsung, Microsoft
Visually Challenged Amway Foundation
HIV/AIDS Apollo Tyres, Glaxo SmithKline (GSK)
Health Johnson and Johnson, GSK
Water Coca-Cola
Housing HDFC, HUDCO
Players in Cause Based Marketing
P&G Tata Salt Mobile services
providers like Airtel, Hutch, Spice
Jet Airways Nokia The Oberoi Hotels
Corporation Bank Citibank HDFC Bank Standard Chartered
Bank Pfizer Ranbaxy
Laboratories Titan Watches
Corporates with Employee Involvement
American Express
(Good Citizenship Programme) Cadence Design Systems
(Spirit of Stars and Strikes) Adobe Systems Flextronics UPS Tata Tea
High Visibility Fundraisers-1
Standard Chartered Mumbai Marathon Raised $ 1 million in 2005 Beneficiaries- a slew of NGOs through
Give Foundation Extensive National and International
Visibility across various medium
High Visibility Fund Raiser- 2
CRY Telethon Extensive 6 hours time slot on Sony
TV Celebrity endorsement/ mass public
involvement/ corporate involvement Raised $ 250,000 Lots of mass media coverage
Cause Based Affinity Cards in India
Citibank-CRY Citibank-WWF Citibank Women’s Card ICICI Bank- HelpAge India GE Social Card ( several NGOs)
Corporates Providing Donation Platforms
Jet-Save the Children In-flight collection programme
Oberoi-CRY Pillow Envelope
Major Cause Related Marketing Associations in India
P&G Children Education Programme contributed $ 300,000
Tata Salt Girl Child Education Programme contributes around $ 150,000 per annum