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

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

Corporations & Foundations

Employee Groups

Events

Direct Marketing Tool Box Direct Mailers Telemarketing FTF (Face to Face) On-line solicitation DR (Direct Response) TV

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

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

Cold Mail

Warm Mail

Thank you Mail

Response Rates

Profitability-RoI

Direct Mail Lift Letter Warm Mail BRE Banks’ high net worth client lists Gold card / Diner card lists Good Magazine subscription lists Newsletter / Annual Report Tax-mail Stories

Lift Letter

Warm Mail

BRE

Banks’ high net worth client lists

Gold card / Diner card lists

Good Magazine subscription lists

Newsletter / Annual Report

Tax-mail

Stories

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 ?

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

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

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

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

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

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

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

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

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

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

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 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

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

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

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

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

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

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)

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

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

P&G Children Education Programme contributed $ 300,000

Tata Salt Girl Child Education Programme contributes around $ 150,000 per annum