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Strategies for Fund Raising in Voluntary Sector Why?/ Tools/ What works/  What does not! Presented at Training on Mobilisa...
Why raise funds at all? <ul><li>Shifting of International resources </li></ul><ul><li>Potential within India </li></ul><ul...
Raising Funds through <ul><li>Direct Marketing </li></ul><ul><li>Corporations & Foundations </li></ul><ul><li>Employee Gro...
Direct Marketing Tool Box <ul><li>Direct Mailers </li></ul><ul><li>Telemarketing </li></ul><ul><li>FTF (Face to Face) </li...
Direct Mail Pack <ul><li>OME (Outer Mailing Envelope) </li></ul><ul><li>An appeal letter </li></ul><ul><li>Donation Coupon...
Acquisition Pack OME Premiums BRE Lift Letter Head Letter Donation Coupon
Other Direct Mail Aspects <ul><li>Cold Mail  </li></ul><ul><li>Warm Mail </li></ul><ul><li>Thank you Mail </li></ul><ul><l...
Direct Mail  <ul><li>Lift Letter </li></ul><ul><li>Warm Mail </li></ul><ul><li>BRE </li></ul><ul><li>Banks’ high net worth...
Direct Mail <ul><li>Reckless Cold Mail </li></ul><ul><li>Improper gap </li></ul><ul><li>CA/Doctor/Lawyer lists </li></ul><...
Face to Face <ul><li>A team of Direct Sales People at: </li></ul><ul><li>Door to Door </li></ul><ul><li>Office to Office <...
OutsourcedFace2Face Sales <ul><li>Universality of your cause </li></ul><ul><li>Good brand awareness </li></ul><ul><li>Comp...
Outsourced F2F Sales <ul><li>Too much aggression </li></ul><ul><li>Low employee replacement </li></ul><ul><li>Cash donatio...
Telecalling <ul><li>Calling on Home Numbers </li></ul><ul><li>Calling on Office Numbers </li></ul><ul><li>Calling on Mobil...
Telecalling <ul><li>Very effective for new donors and retention both </li></ul><ul><li>Backed by cheque pick-up facility <...
Telecalling <ul><li>Residences in afternoons </li></ul><ul><li>Follow-up calls not made </li></ul><ul><li>Several people s...
On-line Solicitation <ul><li>Web Banners  </li></ul><ul><li>Emails </li></ul><ul><li>Website with Payment Gateway </li></u...
DR TV <ul><li>TV Spot with call back number/website address/SMS/ Postal address </li></ul><ul><li>Call for Action </li></u...
Finally what works <ul><li>Integrated Campaign </li></ul>
Corporate Giving Indian Overview
Corporate Giving Motivations in India <ul><li>Philanthropic </li></ul><ul><li>Planned Philanthropy </li></ul><ul><li>Corpo...
CSR major players/cause in India Micro-finance ABN Amro Bank Education, IT Education Azim Premji Foundation (Wipro) Causes...
Planned Philanthropy Players in India Coca-Cola Water Apollo Tyres, Glaxo SmithKline (GSK) HIV/AIDS Johnson and Johnson, G...
Players in Cause Based Marketing <ul><li>P&G </li></ul><ul><li>Tata Salt </li></ul><ul><li>Mobile services providers like ...
Corporates with Employee Involvement <ul><li>American Express  </li></ul><ul><li>(Good Citizenship Programme) </li></ul><u...
High Visibility Fundraisers-1 <ul><li>Standard Chartered Mumbai Marathon </li></ul><ul><li>Raised $ 1 million in 2005 </li...
High Visibility Fund Raiser- 2 <ul><li>CRY Telethon </li></ul><ul><li>Extensive 6 hours time slot on Sony TV </li></ul><ul...
Cause Based Affinity Cards in India <ul><li>Citibank-CRY  </li></ul><ul><li>Citibank-WWF </li></ul><ul><li>Citibank Women’...
Corporates Providing Donation Platforms <ul><li>Jet-Save the Children In-flight collection programme </li></ul><ul><li>Obe...
Major Cause Related Marketing Associations in India <ul><li>P&G Children Education Programme contributed $ 300,000 </li></...
 
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Starting Fundraising for NGOs in India

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Primer in fundraising for NGOs

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Transcript of "Starting Fundraising for NGOs in India"

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