Starting Fundraising for NGOs in India
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Starting Fundraising for NGOs in India

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Primer in fundraising for NGOs

Primer in fundraising for NGOs

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  • 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. Why raise funds at all?
    • Shifting of International resources
    • Potential within India
    • Flexible funds
    • Regular and Sustainable funds
    • Advocacy at profit
  • 3. Raising Funds through
    • Direct Marketing
    • Corporations & Foundations
    • Employee Groups
    • Events
  • 4. Direct Marketing Tool Box
    • Direct Mailers
    • Telemarketing
    • FTF (Face to Face)
    • On-line solicitation
    • DR (Direct Response) TV
  • 5. Direct Mail Pack
    • OME (Outer Mailing Envelope)
    • An appeal letter
    • Donation Coupon
    • BRE (Business Reply Envelope)
    • Leaflet
    • Lift Letter
    • Premiums/Gimmicks
  • 6. Acquisition Pack OME Premiums BRE Lift Letter Head Letter Donation Coupon
  • 7. Other Direct Mail Aspects
    • Cold Mail
    • Warm Mail
    • Thank you Mail
    • Response Rates
    • Profitability-RoI
  • 8. 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
  • 9. 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 ?
  • 10. Face to Face
    • A team of Direct Sales People at:
    • Door to Door
    • Office to Office
    • Street Corners
    • Malls
  • 11. OutsourcedFace2Face Sales
    • Universality of your cause
    • Good brand awareness
    • Compatible outsourcing partner
    • Regular orientation
    • Concise presentation literature
    • Large numbers tapped
    • Close monitoring
  • 12. Outsourced F2F Sales
    • Too much aggression
    • Low employee replacement
    • Cash donations
    • Low levels of general awareness
    • Improper donor servicing
  • 13. Telecalling
    • Calling on Home Numbers
    • Calling on Office Numbers
    • Calling on Mobiles
    • In-house
    • Outsourced
    • Cold & Warm
  • 14. 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
  • 15. Telecalling
    • Residences in afternoons
    • Follow-up calls not made
    • Several people same database
    • Reckless calling on mobiles
  • 16. On-line Solicitation
    • Web Banners
    • Emails
    • Website with Payment Gateway
    • Web 2.0- user generated content and communities
  • 17. DR TV
    • TV Spot with call back number/website address/SMS/ Postal address
    • Call for Action
    • Telethon as extensions of DR TV
  • 18. Finally what works
    • Integrated Campaign
  • 19. Corporate Giving Indian Overview
  • 20. 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
  • 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. 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. 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
  • 24. Corporates with Employee Involvement
    • American Express
    • (Good Citizenship Programme)
    • Cadence Design Systems
    • (Spirit of Stars and Strikes)
    • Adobe Systems
    • Flextronics
    • UPS
    • Tata Tea
  • 25. 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
  • 26. 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
  • 27. Cause Based Affinity Cards in India
    • Citibank-CRY
    • Citibank-WWF
    • Citibank Women’s Card
    • ICICI Bank- HelpAge India
    • GE Social Card ( several NGOs)
  • 28. Corporates Providing Donation Platforms
    • Jet-Save the Children In-flight collection programme
    • Oberoi-CRY Pillow Envelope
  • 29. 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
  • 30.