1. The document discusses various strategies for fundraising in the voluntary sector, including direct marketing techniques like direct mailers, telemarketing, face-to-face solicitation, and online solicitation. 2. It also covers corporate giving in India, highlighting major corporate foundations and causes they support in areas like microfinance, education, health, and community development. 3. Successful high visibility fundraising events in India are also summarized, like the Standard Chartered Mumbai Marathon and CRY Telethon, which have raised millions of dollars.

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