UNICEF Malaysia


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  • We are trying to be more proactive: to cause something to happen rather than waiting to respond to it after it happens. For example approach a company instead of waiting for them to approach UNICEF. I don’t know your market well, if you have even been offered some support from a company, but in other markets, France for example, they receive offers quite often. Some offers that are not worth considering, some that are… We are looking for Integrated & long-term partnerships Integrated = an alliance based on several activities, which implies a stronger involvement from the company Example: grant + employee giving + in kind assistance (although in kind is particular cause it has to meet Supply Division needs) Account Management structure Ensure integrity of UNICEF brand : compliant with UNICEF values (and criteria) Alliances should avoid Endorsement and Exclusivity: Non endorsement disclaimer
  • UNICEF Malaysia

    1. 1. Enhancing Children’s Lives Through Strategic Partnerships & Institutional Fundraising BUILDING ALLIANCES FOR CHILDREN
    2. 3. The CRC – Cornerstone for all that UNICEF does <ul><li>Every child is born with rights. </li></ul><ul><li>Survival </li></ul><ul><li>Development </li></ul><ul><li>Protection </li></ul><ul><li>Participation </li></ul>BORN WITH RIGHTS The United Nations Convention on the Rights of the Child (CRC) guides all that UNICEF does in the world.
    3. 4. Overarching Goals <ul><li>The over-arching goals of UNICEF partnerships are : </li></ul><ul><li>- Improve children’s lives and opportunities to develop their full potential </li></ul><ul><li>- Promote and protect their rights, all </li></ul><ul><li>of which needs to be demonstrated </li></ul><ul><li>through identifiable results for children </li></ul>
    4. 5. UNICEF’s Partnership OBJECTIVES <ul><li>To develop key strategic partnerships to: </li></ul><ul><li>- advance UNICEF’s mission </li></ul><ul><li>- raise funds </li></ul><ul><li>- promote the UNICEF brand </li></ul><ul><li>- continue to catalyse the promotion & </li></ul><ul><li>protection of the rights of children and women and to enhance their survival, development, protection and participation </li></ul>The UNICEF Country Programme defines programmatic activities and, accordingly, the funding proposals will focus on following strategic areas
    5. 6. Fundraising for children <ul><li>Fundraising For Children </li></ul><ul><li>UNICEF strongly believes in the power of partnerships and </li></ul><ul><li>collaborative efforts </li></ul><ul><li>- work closely with multi-national corporations, national </li></ul><ul><li>companies and small- to medium-sized businesses to identify, </li></ul><ul><li>design and implement alliances that leverage the strengths of the </li></ul><ul><li>corporate sector on behalf of the world’s children </li></ul><ul><li>- In turn, UNICEF supports partners such as government and non- </li></ul><ul><li>governmental organisations that aim to strengthen their </li></ul><ul><li>commitment towards a positive contribution to children </li></ul><ul><li>Opportunities include efforts driven by long-term, integrated and </li></ul><ul><li>multi-faceted partnerships which include both traditional and </li></ul><ul><li>innovative approaches, such as: </li></ul><ul><li>•  strategic philanthropy through cash & in-kind contributions </li></ul><ul><li>•  employee-giving programmes </li></ul><ul><li>•  humanitarian relief & support of emergency appeals </li></ul><ul><li>•  cause-marketing initiatives </li></ul><ul><li>•  events & sponsorship </li></ul><ul><li>•  innovations & program solutions for children </li></ul><ul><li>•  policy & advocacy for child rights </li></ul><ul><li>•  promoting corporate responsibility </li></ul><ul><li>•  training & capacity building </li></ul>
    6. 7. <ul><li>Partnerships should meet UNICEF’s needs and the Partner’s objectives </li></ul>MUTUAL BENEFITS <ul><li>Benefits for Partners </li></ul><ul><li>Support UNICEF </li></ul><ul><li>Provide advocacy & communication platforms </li></ul><ul><li>Enhance image & reputation </li></ul><ul><li>Increase employees’ commitment & motivation </li></ul><ul><li>Enhance existing client relationships </li></ul><ul><li>Benefits for UNICEF </li></ul><ul><li>Support UNICEF policies and programmes </li></ul><ul><li>Mobilise all resources of the partner </li></ul><ul><li>Raise awareness of UNICEF brand </li></ul><ul><li>Provide advocacy & communication platforms </li></ul>
    7. 8. WHY WE DO IT UNICEF currently focuses strongly on fundraising and other forms of mobilisation of resources towards implementing programmes for children UNICEF seen to be a highly attractive organisation with which to work. Global presence in both developed and developing countries Upstream and downstream Strong credibility Knowledge about children’s issues and developed, tested and refined
    8. 9. UNICEF’s APPROACH <ul><li>Proactive </li></ul><ul><li>Integrated & long-term partnerships </li></ul><ul><li>Ensure integrity of UNICEF brand </li></ul><ul><li>Avoid Endorsement and Exclusivity </li></ul><ul><li>“ UNICEF does NOT endorse any particular brand, service or product.” </li></ul>
    9. 10. CHOOSING OUR ALLIES <ul><li>UNICEF has identified a number of eligibility </li></ul><ul><li>criteria that help guide our assessment of </li></ul><ul><li>whether to enter into a proposed alliance : </li></ul><ul><li>Positive contribution to society </li></ul><ul><li>Record of socially-responsible behaviour </li></ul><ul><li>Positive public and/or product/service image </li></ul><ul><li>History of commitment to development-related cause </li></ul><ul><li>Responsible labour practices; and employ responsible environmental practices </li></ul><ul><li>Exclusionary criteria and special attention to some industry sectors. </li></ul><ul><li>- Alliances that are primarily fund-raising, UNICEF has certain expectations about the amount of support to be provided by its corporate allies </li></ul>
    10. 11. Principles for engagement <ul><li>UNICEF created a set of guiding principles to which all partnerships or other forms of engagement should conform. For example, engagements must: </li></ul><ul><li>Further UNICEF’s mission to ensure the Health, </li></ul><ul><li>Education, Equality and Protection of all children; </li></ul><ul><li>Fit within UNICEF’s overall strategic plan and the Millennium Development Goals </li></ul><ul><li>Complement – not distract from – UNICEF’s obligations and partnerships with governments and others </li></ul><ul><li>Be cost effective – the impacts achieved must exceed the transaction and other costs of engagement </li></ul><ul><li>Be transparent, while respecting confidentiality of other parties </li></ul><ul><li>Be inclusive, bringing in other relevant stakeholders as appropriate </li></ul>
    11. 12. Uniting for children <ul><li>UNICEF and Partners – Unite for </li></ul><ul><li>Children </li></ul><ul><li>“ to make an identifiable and lasting </li></ul><ul><li>contribution towards improving the lives </li></ul><ul><li>of children and protecting their rights. </li></ul><ul><li>Such interactions will </li></ul><ul><li>– promote positive changes in business </li></ul><ul><li>practices, </li></ul><ul><li>– support programmes for children, </li></ul><ul><li>– encourage innovations, </li></ul><ul><li>– collaborate on the development of new </li></ul><ul><li>initiatives, </li></ul><ul><li>– build institutional capacity and </li></ul><ul><li>– mobilize resources </li></ul>
    12. 13. How we raise funds <ul><li>Corporate Philanthropy </li></ul><ul><ul><li>Grants </li></ul></ul><ul><ul><li>Employee giving </li></ul></ul><ul><ul><li>In Kind Assistance </li></ul></ul><ul><ul><li>Emergency giving </li></ul></ul><ul><li>Cause-Related Marketing (CRM) </li></ul><ul><ul><li>CRM-On Product </li></ul></ul><ul><ul><li>CRM-Promotional </li></ul></ul><ul><ul><li>Customer Fundraising </li></ul></ul><ul><ul><li>Affinity marketing </li></ul></ul><ul><li>Sponsorships & Events </li></ul><ul><li>Advocacy </li></ul><ul><li>CSR </li></ul>In September 2006 UNICEF and FC Barcelona kicked off a global alliance with a commitment of € 1.5 million per year over five years UNICEF seeks alliances that can help us fulfil our mission. We consider all types of alliances that can provide support, directly and indirectly, to UNICEF’s work. UNICEF's alliances take many forms – programmatic alliances, advocacy, fundraising support, or contributions-in-kind.
    13. 14. Partnerships that bring meaning and growth <ul><li>UNICEF is funded entirely by voluntary </li></ul><ul><li>contributions. </li></ul><ul><li>UNICEF's work in 157 countries and in collaboration </li></ul><ul><li>Our partnerships contribute to the success of </li></ul><ul><li>UNICEF-assisted programmes and </li></ul><ul><li>projects and also serve to mobilize resources </li></ul><ul><li>and strengthen international cooperation in </li></ul><ul><li>support of the realization of children’s </li></ul><ul><li>rights </li></ul>
    14. 15. Why partner with UNICEF? <ul><li>Retailers - brand visibility and affinity via in-store promotions, branding and tie-ups that create an emotional link between our partners’ brands/products and UNICEF cause </li></ul><ul><li>2. Media - newsworthy angle due to UNICEF association,plus opportunity for field visits by journalists for by-lined stories </li></ul><ul><li>3. Internal Communications - enhancement of company image towards employees </li></ul>
    15. 16. Advocacy <ul><li>Support from a partner can help UNICEF advocate for its programmes by launching a communication campaign on a specific theme. </li></ul><ul><li>Key Elements </li></ul><ul><li>The support can be in financial, material or human terms. </li></ul><ul><li>Valuable support in financing , creating and disseminating specific communications materials </li></ul><ul><li>Part of the National Committee /Country Office Communication Strategy </li></ul><ul><li>Opportunity to reach out to secluded community </li></ul><ul><li>Example: Business Day / Nigeria (May 2009) </li></ul><ul><li>Support to organize an annual conference </li></ul><ul><li>Provide editorial support for the event by publishing press releases, feature articles and interviews conducted. </li></ul><ul><li>Estimated value: US$ 50,000 per year </li></ul>
    16. 17. <ul><li>A World Fit for Children Message from the Children's Forum, delivered to the UN General Assembly Special Session on Children by child delegates, Gabriela Azurduy Arrieta, 13, from Bolivia and Audrey Cheynut, 17, from Monaco on 8 May 2002. </li></ul>We are the world's children. We are the victims of exploitation and abuse. We are street children. We are the children of war. We are the victims and orphans of HIV/AIDS. We are denied good-quality education and health care. We are victims of political, economic, cultural, religious and environmental discrimination. We are children whose voices are not being heard: it is time we are taken into account. We want a world fit for children, because a world fit for us is a world fit for everyone. Azurduy Arrieta (13) from Bolivia opens the Special Session. It was the first time that children had addressed a formal session of the UN on behalf of children, a proud moment for children everywhere. © UNICEF/HQ02-0146/MarkiszGabriela
    17. 18. “ Coming together is a beginning. Keeping together is progress. Working together is success.” Henry Ford
    18. 19. Terima Kasih THANK YOU