This document discusses the marketing strategies adopted by SOS Children's Villages International to promote fundraising from various donor groups. It outlines strategies to obtain program grants and general support grants from governments of developed and developing nations. It also discusses promotion among individual donors through various means including wealthy donors, moderate donors, and general public donations. Promotion among corporate donors through partnerships, sponsored events, and product sales is also covered. The document concludes with strategies to leverage social media for fundraising, such as engaging audiences, building trust online, motivating supporter involvement through online donations, and sharing success stories.

1. SOS CHILDREN’S
VILLAGES
INTERNATIONAL
A REPORT ON THE
MARKETING
STRATEGIES
ADOPTED BY SOS
CHILDREN’S VILAGES
INTERNATIONAL
BY-ANISHA VARGHESE
11SJCCMIB009

2. Income from Donations - Current and expected breakup 2011
Total income for 2010 amounted to 907.8 million EUR.
Total income for 2011 amounted to 886.8 million EUR,
A year-on-year decrease of 2.3 per cent.
Type of Donor %inc %inc Revenue by Continent %Inco %Inc
ome ome2 me ome
2010 011 2010 2011
One-off donations 34% 32% Africa & Middle East 3% 3%
Sponsorships/committed 18% 20% Asia 2% 2%
giving
Central & Eastern Europe, 3% 3%
Major donors 2% 3% CIS, Baltics
Foundations & lotteries 3% 4% Latin America 3% 3%
Corporate donors 4% 4% Western Europe, North 89% 89%
America & Australia
Governmental subsidies for 26% 27%
domestic programmes
Governmental development 1% 1%
cooperation funding
Emergency appeals 3% 1%
Other income 9% 8%

3. Promotion Strategy for Developed & Developing Nations
• Request and obtain program grants for SOS
Children’s Villages International to undertake
activities that the governments of the
developed and developing nations support but
can't provide as effectively by themselves.
• Obtain general support grants from the
governments of these nations to cover SOS
Children’s Villages International’s overhead
costs, reasoning that these funds will be
Leveraged/used many times over to obtain
grants from outside donor agencies.
• Embark SOS Children’s Villages International
on a venture to own and manage restaurants,
tour companies, banks, clinics and other
businesses.
• SOS Children’s Villages International can
take advantage of their recognizable name
and logo to promote their cause in the
developed and developing nations.

4. Promotion among Individual Donors
• Encourage wealthy individuals who can donate
large sums to contribute to support SOS
Children’s Villages International and their cause.
• Secure assistance for their development
activities by breaking them into smaller units so
that individual Middle income earners who can
give regular, moderate amounts can also
contribute.
• Place collection boxes at local businesses so that
the general public can contribute. This also
increases their awareness of SOS Children’s
Villages International and their mission.
• Print and sell T-shirts and other promotional
items like books, games, key-chains etc. through
shops, catalogues and the internet.
• Encourage retirees, professionals and other
concerned individuals to be pro bono
consultants so that they can use their contacts to
secure funds.
• Market and sell products made by their
Beneficiaries.
.

5. Promotion among Corporate Donors
• Businesses located in the NGO’s
neighbourhood can be a rich source of
funds.
• Tap new corporate donors for monetary and
in-kind support and implement programs in
partnership with these private companies to
offset costs, and seek donations.
• Hold one-time sponsored events such as
Live concerts.
• Operate shops at all major offices.
• Use technical skills on which they can
build commercial activities like stock
trading.
• Build more contacts and connections with
outside groups that partnerships can be
formed to promote SOS Children’s Villages
International and its cause.
• Companies whose businesses somehow
relates to SOS CVI’s work could be
approached so that the two can work
together and funds can be raised for their
benefit.
• Community clubs and associations can give
donations or organize charity events with
the proceeds going to SOS CVI.

6. How to leverage Social Media
• Fundraising using Social Media is
increasingly becoming an important part of
digital fundraising activities along with
websites, e-mail campaigns.
• First engage the audience, then create a
credible image and trust for SOS CVI
online, and finally, motivate the supporters
to get actively involved and contribute
funds.
• Use instruments like online donation forms
in the social media to make it easy and
worthwhile for the SOS CVI’s target
audience to cross over from being just a
supporter to becoming an active
contributor.
• Appreciate the contributions, this motivates
the supporters to contribute more towards
the cause.
• Share stories about the children at SOS
CVI .It is also important to motivate
supporters to create new success stories by
funding the SOS Children’s Village
International.

7. Bibliography
Referred articles:
STRATEGIES TO STRENGTHEN
NGO CAPACITY IN RESOURCE MOBILIZATION
THROUGH BUSINESS ACTIVITIES
http://data.unaids.org/publications/irc-pub06/jc579-strategies_ngo_en.pdf
HOW NGOS CAN USE SOCIAL MEDIA TO RAISE FUNDS
http://www.slideshare.net/Ethinos/how-ngos-can-use-social-media-for-raising-funds