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

Raising Funds through

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 Mail Pack

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

Direct Mail Lift LetterWarm MailBREBanks’ high net worth client listsGold card / Diner card listsGood Magazine subscription listsNewsletter / Annual ReportTax-mailStories

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 ?

Face to Face

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

Outsourced F2F Sales

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

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

Telecalling

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

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

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

CSR major players/cause in India

Corporate Foundations CausesTata Council For Community Initiatives

Community Development

ICICI Bank Children Education, Community Development, Micro-finance

UniLevers India Self Help Groups

ITC Self Help Groups

Infosys Foundation Health, Education

Azim Premji Foundation (Wipro) Education, IT Education

ABN Amro Bank Micro-finance

Bill & Melinda Gates Foundation HIV/AIDS

Planned Philanthropy Players in India

Causes CorporationsChildren Education LG, Schnieder, UPS (theme for 2005),

Ballarpur Industries (BILT), HDFC, Coca-Cola

Community Development

Aditya Vikram Birla Group, Maruti, BILT, National Thermal Power Corporation, Public Sector Enterprises

IT Samsung, Microsoft

Visually Challenged Amway Foundation

HIV/AIDS Apollo Tyres, Glaxo SmithKline (GSK)

Health Johnson and Johnson, GSK

Water Coca-Cola

Housing HDFC, HUDCO

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

Corporates with Employee Involvement

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

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

Cause Based Affinity Cards in India

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

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