The Ultimate Strategist:

Establishing Winning Partnerships

and Consortia

Presented by Liz Ngonzi

Kenya Association of Fundraising Professionals:

19th Eastern Africa Resource Mobilization Workshop

Mombasa, Kenya | Dec. 4, 2012

@LizNgonzi

About me:

@LizNgonzi

Goals Review the benefits of coalition-building.

Discuss challenges your organizations have faced

with respect to partnerships.

Review necessary elements for successful

partnerships.

Review the success and challenges during the

Kenyans4Kenya campaign.

Learn about successful fundraising campaign that

involved 1,400 organizations.

Participate in group exercise to develop joint

fundraising / awareness-creation campaign.

@LizNgonzi

Partnerships

Facilitate the sharing of best practices.

Helps to bolster areas in which individual organizations are weak.

Provide individual organizations access to resources that they otherwise would not have on their own.

Enable the establishment and adherence to standards that further professionalize the sector.

Increase networking and learning opportunities for those engaged in the activities.

@LizNgonzi

Challenges

What sorts of challenges has

your organization faced with

respect to partnerships?

@LizNgonzi

Necessary Elements

Establishment of clear operating rules.

Agreement on goals, approach and reporting

methodology.

Development of trust through transparency.

Buy-in from leadership of and implementers

from individual organizations.

Minimization of individual agendas.

Patience!

@LizNgonzi

@LizNgonzi

Kenyans4Kenya: Successes

@LizNgonzi

• Ignited pride and patriotic spirit of Kenyans by engaging all

groups (e.g., the Diaspora , companies and institutions;

students/colleges, celebrities).

• Support from media outlet owners.

• Personal commitment from corporate leadership (peer

support).

• Events – CEO’s visit to Turkana, Flag off, concert, other events

• Use of celebrities and artists- K4K anthem.

• Provided a range of ways /platforms for Kenyans to engage and

donate leveraging technology (Mpesa, Airtel, social media, live

streamed events).

• Robust communication strategy – including crisis

communication plan.

• Transparency and Accountability critical to the process.

Kenyans4Kenya: Challenges

@LizNgonzi

• On line payments had many technical challenges and others

platform like Paypal joined the campaign late.

• Managing expectations – Kenyans now expect that these

funds will solve all drought related impacts/ hunger.

• Unmix recall –had to recall used unmix due to possible afro

toxin.

• High cost of Unmix –due to rise in sugar and maize costs.

• Harsh terrain – distribution/ logistics challenges.

• Donations in kind – perishable goods, not suitable for current

emergency.

• Pledges took long to be realized.

• Some companies expected branding on projects supported

under K4K

Kenyans4Kenya: Results

@LizNgonzi

• Raised over Ksh700 million in cash and over Ksh300 million in –kind

donations (Ksh1 billion).

• Proved that Kenyans are not defined by politics and ethnicity but by

their compassion and commitment to what is true and important.

• Mind shift: when Kenyans pull together they can overcome anything.

• Kenyans showed they can take charge of their own destiny --

ordinary Kenyans demonstrated extra ordinary action – Ksh200milion

donated by Kenyans.

• The media stepped up and provided the necessary support to

effectively get the message out to the public.

• This represented that first time in the world when an audit was

performed on emergency relief operation.

• Social media and the support from the Diaspora helped to amplify

engagement.

• This experience serves as a case study for others.

@LizNgonzi Overview

#GivingTuesday: Benefits / Results

@LizNgonzi

• Created an unprecedented partnership of 2,500+ charities, volunteer

organizations, corporations, community centers and foundations that

organized activities and campaigns in all 50 U.S. states.

• Charitable gifts totaled $10,000,000, 53% higher than on the same day

the previous year.

• Provided a new annual opportunity for 1,400 organizations to raise funds

during an economic downturn.

• Enabled supporters to participate in numerous ways through multiple

platforms by providing them tools to do so on their own.

• Leveraged traditional and social media, along with email marketing to

activate the public – relatively low-cost campaign.

• Sent the message that people can be philanthropists and make a real

impact without having to be billionaires or celebrities.

• Ignited the American spirit of giving during a time that has traditionally

been celebrated as such but has turned into one focused primarily on

shopping.

#GivingTuesday: Potential Challenges

@LizNgonzi

• Fraud committed by unauthorized “fundraisers.”

• Organizations failing to realize the full benefits

of the campaign, based on a lack of full

commitment to its execution.

Group Exercise: Creating an NGO Week Giving Opportunity

Overview of NGO Week:

• Highlight NGO activities to other development

stakeholders and the public.

• Establish a better working relationship between the

NGOs, Government and Corporate sector.

• Discuss the challenges affecting the sector and how to

overcome them.

• Provide a platform for experience sharing and identify

good practices from within the sector.

• Build a critical mass of CSOs who can play a key role

in reforms.

@LizNgonzi

Group Exercise: Creating an NGO

Week Giving Opportunity

You Have 5 Minutes to:

• Breakout into Teams of Five

• Introduce Yourselves to Teammates*: – Name

– Organization

– Title

– *Share Business Card with Team Members

• Select: – Team Leader / Presenter

– Note Taker

– Team Name

• Agree on Brainstorming Process

@LizNgonzi

Group Exercise: Creating an NGO

Week Giving Opportunity

You have 20 Minutes to Develop:

• Goals (Marketing and Financial)

• Target Audience (Donors, Corporate/Government Partners, Media)

• Overall Activities (Online, Mobile, Event-based Giving)

• Overall Marketing Strategy (Traditional and Social Media)

• Theme / Name

@LizNgonzi

Group Exercise: Creating an NGO

Week Giving Opportunity

Each Team Has 2 Minutes to Present Its Ideas to the Group:

• Team Name

• Goals (Marketing and Financial)

• Target Audience (Donors, Corporate/Government Partners, Media)

• Overall Activities (Online, Mobile, Event-based Giving)

• Overall Marketing Strategy (Traditional and Social Media)

• Theme / Name

Group Exercise: Creating an NGO

Week Giving Opportunity

What Did You Learn?

Emerging Trends On the Horizon: Industry Consolidation

Requiring Organizations to Re-think Competition and

Collaboration

?

Asante Sana!

@LizNgonzi

Sources Content / Image: Source:

Lego Blocks http://blog.assetmap.com/2010/10/collaboration/the-collaboration-genome-what-

collaboration-actually-means/

Soccer Ball Goal http://4.bp.blogspot.com/-

0fJyOFBNPT4/TcABPnArS5I/AAAAAAAADMc/fVBzRFD0rP8/s1600/soccer-ball-over-

sky.jpg

Golden Egg http://www.hunton.com/files/ImageControl/879dfc29-003b-49e6-9106-

a0dd7a3c7218/7483b893-e478-44a4-8fed-f49aa917d8cf/Presentation/Image/tax-and-

employee-benefits.jpg

Detour http://entrepreneursloft.com/content/how-increase-your-chances-getting-promotion

Keys http://jobtrakr.files.wordpress.com/2012/01/keys.jpg

Kenyans4Kenya

Screen Shot

http://www.one.org/africa/blog/kenyans4kenya-a-fresh-threshold-in-human-giving/

Kenyans4Kenya

Overview

Kenyans4Kenya Case Study: Kenya Red Cross Society- The Kenyans For Kenya

Campaign by Rosemary Mutunkei, Private Partnership Manager (Dec. 2011)

#GivingTuesday

Overview / Content

http://givingtuesday.org/

Light bulb http://www.nwlink.com/~donclark/perform/brainstorm.jpg

Raised Hands http://hillarsaare.com/multiple-google-plus-one-buttons-on-one-page/

Cornell Math

Classroom

http://tinyurl.com/7gngvzn

Phone Image http://gsnb.rutgers.edu/contact.php3

LIZ NGONZI

Pinterest.com/LizNgonzi

Liz@LizNgonzi.com

@LizNgonzi

+1 732.208.3304

SlideShare.net/ElizabethNgonzi

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