marketing of non-profit organisations

8/11/2019 Marketing Of Non-Profit Organisations

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Anjuman I-Islam

Allana Institute of Management Studies

Under the Guidance of

Prof. Huda Ansari

Subject

Marketing Of Non-Profit Organisations

Submitted By

Tahir Shaikh34(M2)

Asadali Attarwala- 29(M2)


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Introduction:

A nation grows with its forests. A country thrives with its society and a society survives

with its forests. Of course we cannot imagine the existence of society if our efforts are

not liberal to the conservation and growth of tree cover. No laws no regulation can help

us unless we are conscious and very much instrumental in protecting our forests. It was

again this background that US senator Daniel Webster said nothingwill ruin the country

if the people themselves undertake its safety and nothing can save it if they leave that

safety in any hand but their own. We find forest and tree land constituting a basic

national resources.

Afforestation is the planting of trees to create a forest on non-forest land. It is different

fromreforestation, which is replanting trees where a forest has been depleted. The main

purposes for implementing afforestation are commercial forestry and environmental

restoration or preservation.When afforestation is used for commercial purposes, it usually involves planting and

harvesting of trees as agricultural crops. Areas where this is done are known as plantation

forests. Harvesting trees from plantation forests helps to reduce deforestation in natural

forests. On the other hand, there may be environmental consequences if this tree-farming

is done incorrectly. The fast-growing trees often chosen for plantation forests consume

large amounts of water and may deplete the area's water resources. Some types of trees

also change the physical or chemical properties of the soil, which can damage indigenous

species. Thus, sustainable commercial afforestation must take environmental factors into

account to avoid damaging the local ecosystem.

Sustainable afforestation is also vital when it is implemented for environmental purposes.The appropriate types and amounts of trees to be planted vary depending on the

environment, the climate, and the purpose of creating forested areas. Major

environmental purposes include soil conservation and water quality improvement. For

example, trees can be used to prevent soil erosion and reduce polluted runoff into nearby

bodies of water. Trees may also be planted to create windbreaks. Afforestation is

sometimes considered as a method for stopping or slowing desertification. Desertification

is the deterioration of land in arid climates due to loss of vegetation and soil moisture. If

done correctly, creating forestland in areas in danger of desertification can slow erosion

and reduce its spread.

As per 2011 census, the country had a population of 1,210.98 million, out of which,

377.10 million (31.16%) lived in urban areas. During 2001-2011, the urban population of

India grew at a CAGR of 2.8%, resulting in the increase in level of urbanization from

27.81% to 31.16%. This growing concentration of people in urban areas has led to

problems of land shortage, housing shortfall and congested transit and has also severely


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stressed the existing basic amenities such as water, power and open spaces of the towns

and cities.

According to the 2011 census, the housing stock in urban India stood at 78.48 million for

78.86 million urban households. Though the gap between household and housing stock is

narrowing, actual shortage is high due to a certain part of the current stock being

dilapidated and people living in congested dwellings. Urbanization has resulted in people

increasingly living in slums and squatter settlements and has deteriorated the housing

conditions of the economically weaker sections of the society. This is primarily due to the

skyrocketing prices of land and real estate in urban areas that have forced the poor and

the economically weaker sections of the lion for 66.30 million households. The group

further estimated that society to occupy the marginal lands typified by poor housing

stock, 88% of this shortage pertains to houses for Economically Weaker congestion and

obsolescence. Sections (EWS) and another 11% for Lower-Income Groups (LIG).

Considering these factors, there currently exists a wide gap between For Middle- and

High-Income Groups (MIG and HIG), the estimated the demand and supply of housing

(both in terms of quantity and shortage is only 0.04 million. During the 11th Five-Year

Plan, the quality) in urban India. According to estimates of the Technical group estimated

that the total housing requirement in Indian cities Group constituted by the Ministry of

Housing and Urban Poverty (including backlog) by end-2012 will be to the tune of 26.53

million Alleviation (MHUPA), the urban housing shortage in the country at dwelling

units for 75.01 million households. If the current increase in the end of the 10th Five-

Year Plan was estimated to be 24.71 mil-backlog of housing is maintained, a minimum of

30 million additional houses will be required by 2020

Government

On June 30, 2008, Prime Minister Manmohan Singh released India's first National Action

Plan on Climate Change (NAPCC) outlining existing and future policies and programs

addressing climate mitigation and adaptation. The plan identifies eight core "national

missions" running through 2017 and directs ministries to submit detailed implementation

plans to the Prime Minister's Council on Climate Change by December 2008.Emphasizing the overriding priority of maintaining high economic growth rates to raise

living standards, the plan "identifies measures that promote our development objectives

while also yielding co-benefits for addressing climate change effectively." It says these

national measures would be more successful with assistance from developed countries,

and pledges that India's per capita greenhouse gas emissions "will at no point exceed that

of developed countries even as we pursue our development objectives."


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Thrust on Solar Energy. The thrust on solar energy is the most promising mission.

The solar energy sector had been lagging behind while the wind power was given

a boost. The solar power sector would now get a boost based on private sector

investments to create 1000 mw of power generation capacity by the end of the

12th Plan Period - 2017. Solar energy, when combined with innovative lighting

devices, can significantly reduce energy demand. Mandatory for Power Grids to Purchase Renewable Energy from Producers. It

makes it mandatory for power grids to purchase renewable energy for producers

and sets up progress targets to do so in the coming yrs.

Blueprint for Market-Based Tools to Achieve the Goals. The Action Plan on

Climate Change laid out a blueprint for market-based tools to be used to achieve

the goals. The Plan gives fiscal incentives to movement industry, manufacturers

and consumers towards a low-carbon path. Energy efficient appliance

manufacturers would get tax benefits and industries would be aided to move to

better technologies. The auto sector would be subjected to fuel-efficient

regulations and also be required to start recycling to reduce waste and save onmanufacturing of carbon-heavy components.

Seeks to Address Sustainable Development Rather than Immediate Emission Cuts.

The Plan on Climate Change seeks to address the stress on sustainable

development rather immediate emission cuts by laying emphasis on efforts to

adopt cleaner technology and invest in less polluting alternatives.

Drawbacks of the National Action Plan

Does Not Set Specific National Emissions Target for GHGs. Critics point out that

it does not set any specific national emissions target for reduction in GHGs. The

developed countries including the US want India to set specific targets for cut inGHG emissions. The Plan also lacks sector-wise targets. The Kyoto Protocol

exempts developing countries from specific emissions targets but India would not

be able to postpone specific reductions in emissions beyond 2012 when the Kyoto

Protocol expires.

Lack of Transparency in the Preparation of National Action Plan on Climate

Change. Environmentalists and civil society groups have criticized the lack of

transparency in the preparation of the Plan. It was pointed out that climate change

would define the future of the country's people, environment and economy. Any

policy document that intends to govern the manner in which India addresses the

issue should be given adequate space and time for public debate. Demand for the Draft Plan to be opened for Public Debate. Civil society groups

and environmentalists demanded that the draft Plan on Climate Change be opened

for public debate. The matter should be discussed widely with all stakeholders and

a process for regional public consultations be set in place. It would ensure that the

resulting document reflects the broader views of the Indian people, and not of a


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few highly placed officials or experts, according to the letter addressed to the

Prime Minister.

Addressing climate change and sustainable development Sustainable development has become part of all climate change policy discussions

at the global level, particularly due to adoption of Agenda 21 and the various

Conventions resulting from the UNCED-1992. The generally accepted and used

definition as given by the Brundtland Commission is 'development that meets the

needs of the present without compromising the ability of future generations to

meet their own needs. Sustainable development has become an integrating concept

embracing economic, social and environmental issues. Sustainable development

does not preclude the use of exhaustible natural resources but requires that any use

be appropriately offset. This concept is not acceptable to many developing

countries since it seems to disregard their aspirations for growth and development.Further, sustainable development cannot be achieved without significant economic

growth in the developing countries.

Three critical components in promoting sustainable development are economic

growth, social equity and environmental sustainability. The question often asked

is, should the current economic growth (GNP, employment, etc.) be sacrificed for

long-term environmental conservation? Policy makers in developing countries

often perceive a tradeoff between economic growth and environmental

sustainability. However, there is a growing evidence to show that environmental

conservation for sustainability of natural resources is not a luxury but a necessity

when considering long- term economic growth and development, particularly inthe least developed countries. The decline and degradation of natural resources

such as land, soil, forests, biodiversity and groundwater, resulting from current

unsustainable use patterns are likely to be aggravated due to climate change in the

next 25 to 50 years.

There are many ways to pursue sustainable development strategies that contribute to

mitigation of climate change. A few examples are presented below:-

Adoption of cost-effective energy-efficient technologies in electricity generation,

transmission distribution, and end-use can reduce costs and local pollution in

addition to reduction of greenhouse gas emissions. Shift to renewables, some of which are already cost effective, can enhance

sustainable energy supply, can reduce local pollution and greenhouse gas

emissions.

Adoption of forest conservation, reforestation, afforestation and sustainable forest

management practices can contribute to conservation of biodiversity, watershed

protection, rural employment generation, increased incomes to forest dwellers and

carbon sink enhancement.


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Efficient, fast and reliable public transport systems such as metro-railways can

reduce urban congestion, local pollution and greenhouse gas emissions.

Adoption of participatory approach to forest management, rural energy, irrigation

water management and rural development in general can promote sustained

development activities and ensure long-term greenhouse gas emission reduction or

carbon sink enhancement. Rational energy pricing based on long-run-marginal cost principle can level the

playing field for renewable, increase the spread of energy-efficient and renewable

energy technologies, and the economic viability of utility companies, ultimately

leading to greenhouse gas emission reduction.

Steps taken by India

India has a very comprehensive framework of legal and institutional mechanisms

in the region to respond to the tremendous challenges to the environment it is

facing, owing to population growth, poverty and illiteracy augmented by

urbanization and industrial development. India is one of the leading developingcountry in so far as having incorporated into its Constitution the specific

provisions for environmental protection. Article 48A of the Constitution of India

provides that 'the State shall endeavor to protect and improve the environment and

to safeguard the forests and wild life of the country'. Similarly, Article 51A (g)

makes it obligatory for every citizen of India, 'to protect and improve the natural

environment including forests, lakes, rivers and wild life, and to have compassion

for living creatures.'

Despite the fact that India's contributions to greenhouse gas emissions are very

small, the Government of India has taken many measures to improve the situation

in this regard. India has initiated several climate-friendly measures, particularly inthe area of renewable energy. It has one of the most active renewable energy

programs besides having a dedicated Ministry for non-conventional energy

sources. India had adopted the National Environment Policy 2006, and has also

taken many other measures and policy initiatives. Abatement of Pollution

There is a policy for abatement of pollution, which provides multi-pronged

strategies in the form of regulations, agreements, fiscal incentives and other

measures. Seventeen categories of heavily polluting industries have been

identified They are refineries, pulp and paper, petrochemicals, pesticides,

tanneries, basic drugs and Pharmaceuticals, dye and dye intermediates, caustic

soda, zinc smelter, copper smelter and aluminum smelter. Ozone Cell. As per its commitment to implement the Montreal Protocol and its

Ozone Depleting Substances (ODS) phase out program in India, the Ministry of

Environment and Forests has set up the Ozone Cell as a national unit to look after

and to render necessary service. The Ministry provides custom/excise duty

exemption for ODS phase-out projects and grants duty exemption for new

investments with non-ODS technologies. The Reserve Bank of India has issued


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directions to all financial institutions and commercial banks not to finance new

establishments with ODS technology. Licensing system is there to regulate import

and export of ODS.

Environment Impact Assessment. India has a well-devised Environmental ImpactAssessment (EIA) Programme for incorporating environmental concerns in

development process and also in improved decision-making. The programme of

EIA was initiated with the appraisal of River Valley Projects. The scope of

appraisal was subsequently enlarged to cover other sectors like industry, thermal

power, hydroelectric, nuclear mining, construction projects and infrastructure. EIA

was made mandatory since January 1994 for thirty-two categories of development

activities. To ensure transparency, the status of forest and environmental clearance

has been brought out on the official website since February 1999.

Overview of Indian forestry sector

The current forest and tree cover of the country is estimated to be 78.37 Mha (Million

hectares) accounting for 23.84% of the geographic area of the country (FSI 2009). Out of

this, the forest cover is about 69.09 Mha, which constitutes 21.02% of the geographic

area of the country. These forests are important not only for meeting the demands of

timber, fuel wood and fodder, but are also a major repository of biodiversity; supply a

wide range of goods and ecosystem services; and provide livelihoods to millions of forest

dependent people. Though India has only 2% of the global forest area, it is faced with the

demands of 16% of the worlds human and 18% of worlds cattle population. Despite

these pressures, India has been able to maintain its forest cover (Table 1) and address the

issues of deforestation. However, unsustainable exploitation of forest resources

has resulted in the degradation of the forests which has been estimated at 40%

Direct and underlying causes of deforestation and degradation

Despite massive afforestation and assisted natural regeneration programme to regenerate

degraded area the extent and proportion of the degraded forest area has remained almost

the same, indicating that the pressures on the forests remain unabated. The degradation of

Indias forest has a serious impact on the livelihoods of forest dependent communities as

it results in loss of products and services from the forests. As mentioned earlier, India has

addressed the issue of net deforestation, though there is still diversion of forests for

agriculture (under shifting cultivation) and for other developmental purposes. Though

there is a provision for compensatory afforestation in the case of diversion of forests for


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developmental purposes, its implementation is lacking in rigour. Major drivers of

deforestation and degradation and their underlying causes are discussed below.

Direct causes Demand and supply gap in fuel wood, timber, and fodder

There is a substantial gap in the demand and supply of major forest products (Table 2).

This leads to a vicious circle where the unsustainable exploitation of forests contributes

to their degradation which, in turn, reduces the supply of products and services.

Encroachments

As per government estimates, 1.34 Mha of forest area is encroached in the country

(MoEF 2006). State governments have failed to act on the directives and guidelines

issued by central government and Supreme Court. The State governments probably

wanted to avoid any adverse political response but their non-compliance has led to

further encroachments (MoEF 2006).

Shif ting cultivation

Shifting cultivation affects 10 Mha of forest area across 16 states especially in the north

eastern part of the country. The estimates of people involved in this practice ranges

between 3 and 26 million (MoEF 2006). They undertake subsistence agriculture and

harvest various other products from forests for meeting their livelihood needs. While

originally this practice was in harmony with the regenerating capacity of forests, an

increasing population and decreasing rotation cycle (from 20 to 4 years) over the years

has contributed to in its unsustainability. Further, as the productivity of these lands has

gone down, people have resorted to clearing larger areas to meet their needs.

Forest f ir es

Fires affect a large area of forests in the country. It is estimated that 1.45 to 3.73 Mha of

forest area is affected annually by fires (WWF 2003; Bahuguna and Upadhyay 2002).

Most of these fires are man made, created to facilitate the extraction of NTFPs, ensure a

good yield of grass, or to clear forests for shifting cultivation. In some parts of the

country, fires are a result of socio cultural and religious practices. Very often fires spread

to large areas; the traditional system of fire control using fire lines has serious limitations.


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Di version of forests

Diversion of forests for developmental activities has had a major impact on Indias

forests cover and its quality. Though diversion has drastically come down with the

implementation of Forest (Conservation) Act of 1980, there is still a significant amount

of area being diversted for non forestry purposes. It has been estimated that 0.2 Mha of

forest area was diverted between 2005 and 2008.

Underlying causes

The population of the country has increased more than three fold, from 300 million in the

late 1940s to over a billion at present. This has induced large

1)Population

scale land use changes including diversion of forest land for agricultural purpose and alsoled to degradation of the remaining forests due to over exploitation.

2) Poverty

It has been estimated that 27.5% of Indias population lives below the national income

poverty line (UNDP, undated); most of them depend directly or indirectly on forests for

their livelihoods. It puts an immense pressure on the forests leading to forest degradation

which in turn impact their livelihoods. Hence it is vicious circle of community

impoverishment, fuelling degradation and vice versa.

3)Skewed development

India has registered an average economic growth of 7% over last one decade (IndiaStat,

undated [b]). While large infrastructure projects like dams, roads, special economic zones

have been implemented, the benefits of this development have not trickled down to large

part of rural India. Further, this has affected forests and other natural resources in two

ways. One, large areas of forest have been diverted for the above mentioned projects.

Second, lot of people have been displaced from their village commons without much

compensation (MoEF 2006). The loss of their earlier livelihood opportunities, in turn, has

put pressure on forests, resulting in its degradation.

Indias approach to REDD


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India advocates a comprehensive approach to REDD which has been termed as a

REDD Plus approach. This approach argues for compensating countries not

only for reducing deforestation but also for conservation, sustainable

management of forest and increase in forest cover (ICFRE 2007). The basic

principle of this approach is that unit of carbon saved is equal to one unit ofcarbon added. In its submission to UNFCCC in August 2009, India has elaborated

REDD as Reducing Emissions from Deforestation in Developing countries,

Sustainable Forest Management (SFM) and Afforestation and Reforestation (A&R)

which further substantiates its comprehensive approach (MoEF 2009). India

advocates a mechanism outside the purview of CDM, with a national level

accounting for REDD. Indian approach on financing REDD activities has changed from

strict fund based approach to a mix of market and fund based approaches;

a central funding should compensate for maintenance of forest carbon stocks

whereas money for compensating change in carbon stocks (due to decrease indeforestation and degradation or increase in forest cover) could be generated by

selling carbon credits in the international markets (MoEF 2009).

Policies and laws

There are a number of laws and policies which impact forest management in the country.

However, it would be useful to analyse only key policies and laws which have brought

paradigm shift in forest management and are important from REDD Plus perspective.Key policies related to the forestry sector include National Forest Policy, 1988; Joint

Forest Management Resolution, 1990; National Environment Policy, 2006; Scheduled

Tribes and Other Traditional Forest Dwellers (Recognition of Forest Rights) Act, 2006

along with the recently adopted National Action Plan on Climate Change (NAPCC). The

different laws related to the forests and biodiversity in India include Indian Forest Act

(IFA), 1927; Forest (Conservation) Act (FCA), 1980; Wildlife (Protection) Act, 1972;

and Biological Diversity Act, 2002. A brief analysis of these is given below.

I ndian Forest Act, 1927

The Indian Forest Act (IFA), 1927, was the first comprehensive act governing the forest

sector, and it serves till date as the basis for forest administration in the country. Many of

the provisions of the act do not address contemporary issues related to forestry

management in the country, for example, peoples participation is not supported. It does

not reflect the progressive changes in the forest policy of country.


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Afforestation Mix

Afforestation MIX constitutes

Rural Forestry: Ownership of land is of Public or forestry is found in community and

panchayat land.

It is

the raising of trees on community land and not on private land as in

farm forestry. All these programmes aim to provide for the entire community and not for

any individual. The government has the responsibility of providing seedlings, fertilizer

but the community has to take responsibility of protecting the trees. Some communities

manage the plantations sensibly and in a sustainable manner so that the village continues

to benefit. Some others took advantage and sold the timber for a short-term individual

profit. Common land being everyones land is very easy to exploit. Over the last 20 years,

large-scale planting of Eucalyptus, as a fast-growing exotic, has occurred in India,

making it a part of the drive to reforest the subcontinent, and create an adequate supply of

timber for rural communities

Farm Forestry: Ownership of land is of individual and its a process of technological

benefits to farm sector.

At present in almost all the countries where social forestryprogrammes have been taken up, both commercial and non-commercial farm forestry is

being promoted in one form or the other. Individual farmers are being encouraged to

plant trees on their own farmland to meet the domestic needs of the family. In many areas

this tradition of growing trees on the farmland already exists. Non-commercial farm

forestry is the main thrust of most of the social forestry projects in the country today. It is

not always necessary that the farmer grows trees for fuel wood, but very often they are

interested in growing trees without any economic motive. They may want it to provide

shade for the agricultural crops; as wind shelters; soil conservation or to use wasteland.

Urban Forestry: Urban forestry aims at bringing trees to doors of urban people and

developing aesthetic sense.

Urban forestry is the careful care and management of urban

forests, i.e., tree populations in urban settings for the purpose of improving the urban

environment. Urban forestry advocates the role of trees as a critical part of the urban

infrastructure. Urban foresters plant and maintain trees, support appropriate tree and

forest preservation, conduct research and promote the many benefits trees provide. Urban


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forestry is practiced by municipal corporations, environmental policymakers, city

planners, consultants, educators, researchers and community activists.

Industrial Forestry: Industrial forestry is process of industrial transformation by

supplying them necessary raw materials. Here trees are cultivated on industrial private

forest lands. They are cut whenever the need for timber arises and then they are grown

again. This kinds of forests are maintained by the industries for their industrial uses.

Objectives

Social afforestation schemes have been started throughout India, making a difference in

forest cover and benefiting rural and urban communities. The main objectives of such

schemes include:

Improve the environment for protecting agriculture from adverse climatic factors,

Increase the supply of wood fuel for domestic use, small timber for rural housing,

fodder for livestock, and minor forest produce for local industries,

Increase the natural beauty of the landscape; create recreational forests for the

benefit of rural and urban population,

Provide jobs for unskilled workers and

Land rehabilitation Finally, its object is to raise the standard of living and quality of life of the rural

and the urban people.

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