May 2002

Editorial

Who gives, also receives

The Cambridge dictionary defines philanthropy as "showing generosity towards other people, especially by giving money to poor people."

In broad terms, philanthropy can be construed as "voluntary action for the public good", or "private individual action for the common good".

Therefore, for philanthropy to happen, there must necessarily be a person who gives (let us not call this person a 'giver') and a person who receives. Often, the relationship between the two is seen as a vertical one. Also, it automatically brings with it a feeling of moral, psychological and social superiority on the part of the person who gives.

This defeats the essence of philanthropy, which must be based on a horizontal and mutual relationship. The person who gives and the person who receives are on an equal footing. And always, the person who gives also receives - whether something as tangible as a thank you letter or something as intangible as fulfilment. The horizontal nature of this relationship needs to be reinforced - morally, psychologically and socially.

One way of doing this is to think again about the language we use in writing about philanthropy. We often write about beneficiaries, the poor, the disabled, the oppressed, the marginalised, unconsciously converting living, breathing human beings into objects. From turning people into objects, to turning them into objects of charity, is but a step.

Editor

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Tutorial

Using photographs in print

If you are looking to make your newsletter, brochure or report one that will hold your reader's eye long enough to communicate effectively, you must use pictures well. People generally absorb visuals much more effectively than large bodies of text and that's precisely why it pays to use your 'thousand word' shots intelligently!

For starters, you've got to take photographs that will convey exactly what you want them to in a manner that is fresh and yet functional. Here are a few tips that will help you do that:

Photograph people - Ultimately everything you are trying to communicate is connected to the lives of real people. That's why it is important that the photos you take link the reader to people rather than things.

Get closer - Make sure your subject is central to the shot. Stepping closer will often help to make the photo more personal and thus more effective. If your subject is a child, it's important to kneel down to his or her level. Try to visualise the final picture in your mind before you start to click away.

Don't use grip and grin shots - Pictures of stiff-backed people clutching awards (or whatever) with plastic smiles are most definitely passé. It's a far better idea to get photos of people shaking hands or expressing themselves in some other natural way. It's also better to use photos of people checking out a newly inaugurated facility than to show them cutting a ribbon.

Don't ignore the background - Very often, perfectly fine pictures are spoiled by awkward shadows or other weird objects growing out of the heads of people in them. The three-dimensional world can look quite different in a two-dimension photo, so be aware of what else may be in your photo besides your primary subject. Now that's not to mean that every photo must be shot against a blank wall, but you do want to keep the background in mind.

Natural shots work best - Avoid posed shots. They come off badly more often than not. It's a good idea to photograph 'unsuspecting subjects,' or ask your photo subjects to go ahead and ignore the camera.

Once you've got pictures that you are happy with, you need to consider how to display them effectively in the print publication you are working on. Here are some suggestions that should help:

• Use a single, large, story telling photo that dominates a page, rather than several small ones. You don't want to bombard your readers with so many visual messages that they begin to feel like they're looking at a puzzle that needs putting together. Your job is to communicate the quickest and easiest way possible and having a larger photo with a central theme is the best way to do it.
• Make sure that the photos you use direct your readers' eyes into the page rather than off the page. For example, a photo of a person on the right side of a right page must have that person looking toward the left page.
• Crop a picture where necessary. Often, a picture loses its effectiveness because the primary subject fails to stand out of the background or some other element of the photo seems too prominent. Cropping involves cutting away unnecessary background information in the photo to create an overall dramatic effect.
• There are many situations where a black and white photograph may be more suitable than a colour one. It is important that you don't assume colour photographs to be universally more effective than black and white ones. The converse is also true. A decision must be made on the merits of the particular page you are considering.
• It is a good idea to look at alternative photographs in your process of deciding on an appropriate photograph. You may find a picture you overlooked that will work better than the one you'd settled on.
• Determine if the photo is of good enough quality from a reproduction point of view. You need to make sure it is well focused and has a good black and white contrast (for B&W pictures) or tone of colour (for colour pictures). Also ensure the size of the print is suitable for enlarging or reducing, as you may find the need to do either later on.
• Lastly, ask yourself a plain, simple question - is it a good photograph? This is obviously a matter of personal judgment, but it might help to note if the photograph occurs to you as striking, well composed and effective in its communication of its story. If your answers to these are a 'yes', you can be pretty sure it's the photo you want to use. Happy shooting!
  

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Research Review

Voluntary sector responses to public inquiry - an analysis
Research conducted by Tata Institute of Social Sciences student Neha Pradhan, who interned at mcas

This research report examines the relationship between voluntary organisations and the public with a specific focus on the effectiveness of responses to inquiries from the latter. The report also attempts to gain an understanding of the existing systems of information, response and accounting in voluntary organisations in the country.

The sample for the study consisted of 20 randomly selected Bangalore-based organisations. Contact with these organisations was made with the researcher posing as a potential donor. Inquiries were made over either the phone, through email, post or a combination of these.

Responses for all three kinds of inquiries were then recorded and evaluated for response time, language, content, presentation, information and follow-up. The results were then tabulated according to a prepared format and rated on a five-point scale prepared by the researcher. A total was attributed to each organisation and a percentile score tabulated for the entire sample, thus enabling a comparison of responses between organisations and their mode of response. Out of the 15 organisations that responded to an inquiry, nine responded to two kinds. The two percentile scores of these organisations were then compared.

The researcher then interviewed relevant personnel in a control group of four other organisations known to have communications and fundraising systems in place. This facilitated the comparison of systems that already exist in the sector with the results arrived at from the random sample. Problem areas or bottlenecks were identified to be the tone of language used, promptness of responses, satisfactory presentation of information, effectiveness of follow-up and the overall impression made.

The report evolves recommendations to address these bottlenecks and draws guidelines to help voluntary organisations deal more effectively with the crucial area of dealing with public inquiry.

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News in Brief

What's happening in communication & fundraising?

Oxfam India and Karnataka government tie up for irrigation project
Oxfam India has tied up with the Government of Karnataka to execute a water management programme that will bring irrigation relief to nine districts in the state. The programme eventually aims to construct 2,000 water tanks in these districts. The first phase was inaugurated by chief minister SM Krishna and will see the construction of 100 irrigation tanks. Oxfam India will serve as a consultant for the project and has also been actively involved in the appointment of appropriate water management personnel to steer the project forward.

Mobility India uses consumer fair as C&F opportunity
In a novel attempt to create awareness among the general public, the communications and fundraising (C&F) arm of Mobility India presented its work through a stall at Focus 2002, a consumer exhibition held in Bangalore. The stall selling souvenirs and T-shirts also had posters, leaflets and other communications tools to educate visitors on the work of Mobility India in the area of disabilities. A display of artificial limbs also helped in getting people to understand how their contributions could help restore mobility to those suffering from physical disabilities. The stall was able to draw a fair response with visitors offering donations and showing interest in volunteering with the organisation.

Lepra UK fundraising chief visits India to firm up local work
Paul Nixon, chief fundraising officer of Lepra UK, was in India to give Lepra India's fundraising drive a renewed thrust. Lepra India is involved in health programmes worth Rs 13 crore, with its primary focus being the treatment and eradication of leprosy. However, diseases like TB, HIV Aids and malaria have also been treated.
A strategy for its Indian fundraising division is being formulated and will include initiatives directed at the general public, corporate appeals and institutional research mobilisation from government and international agencies. They have one communications officer and are looking to strengthen this department by recruiting qualified personnel.

Basic Needs bring UK businessmen, Indian VOs together
UK based organisation Leaders Quest recently organised a tour of prominent British businessmen to Mumbai and Bangalore. The tour was meant to serve as a contact point with the needs of the voluntary sector in the country. This effort was coordinated by Basic Needs at the request of Leaders Quest. The group of 20 people visited voluntary organisations in Bangalore like APD, MAYA, Paraspara Trust among others. A meaningful exchange was achieved between both the visitors and the organisations visited. Many of these businessmen are now sharing their experiences both in their corporate circles as well as through personal contacts to raise support for the work of these organisations.

Relief facility for Gujarat earthquake victims almost ready
Jeevan Kendra, a relief facility at Nagalpar, in Anjar district of Kutch, dedicated to bringing medical support and physiotherapy to victims of the Gujarat earthquake will reach full functionality in August 2002. The joint effort by Wipro and Oxfam India, will bring much needed aid to affected people in the region and will also offer occupational therapy to help people restore their livelihoods and thereby regain their self-dependence.

Youth Reach uses email drive to network donors
Delhi based organisation Youth Reach is engaging in an email drive to enlist support for its 'Hands for Delhi' initiative. This is indicative of a growing willingness in the voluntary sector to explore new and more effective ways of communicating and raising support. The drive hopes to make a positive contribution towards the environment and vulnerable children in Delhi, by integrating the awareness of concerned citizens into a concerted campaign. Youth Reach partners with a number of organisations working with children and the environment.

First bank devoted to charity takes off
The UK based Charity Bank recently received authorisation to become a fully regulated bank and is the first charity to be granted that distinction. It is now permitted to function as a regulated bank with charitable status that can accept deposits from the general public exclusively to make affordable loans for charitable purposes. This unique concept is the result of years of planning by the Community Finance department at CAF and CAF Trustees.

If you have any news or announcements pertaining to public communication and fundraising, do write in to us. Thank you.

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Announcements

Coming up....

Entries open for Virginia A Hodgkinson research prize
Nominations for the 2002 Virginia A. Hodgkinson research prize are now being accepted. Established in 1995, the prize recognises outstanding published research that furthers the understanding of philanthropy, voluntary action and civil society in the US or abroad. For further details contact Jocabel Michel at jocabel@IndependentSector.org

Workshop on web page design coming up!
The mcas-mahiti workshop on web page design will be held from 19-21 June 2002. The short term course will provide a basic understanding of the medium and address different aspects of web page design like imaging concepts, an introduction to Paintshop Pro, basic tools and menus, basic HTML tags, images and hyperlinks, hosting, uploading and much more. Participants must be familiar with MS Office/Staroffice and the Internet. For details contact training@fundraising-india.org

Innovative fundraising solutions short-listed for WWAV award
The WWAV fundraising development awards 2002 sponsored by WWAV Rapp Colins, provides international recognition for the most innovative solutions to fundraising problems or issues. Entries are invited from fundraisers with the voluntary sector based outside Western Europe, North America and Australia and contention for this year's award has been narrowed down to a field of five finalists. These entries are available for viewing at http://www.resource-alliance.org/index.cfm?nav=4 and should prove to be insightful reading for all fundraisers who might be faced with similar issues.

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Feedback

Workshops on fundraising for educational institutions

The All India Association of Christian Higher Education (AIACHE) recently invited mcas to conduct workshops on fundraising for principals and vice principals of member institutions. The programme consisted of two single day workshops at Bangalore and a two-day workshop at Kochi. As many as 130 principals and vice-principals from Christian educational institutions across the country were present. This is what some of the participants had to say:

Principals

'The workshop was very good and helped clarify many issues. I was impressed by the systematic presentation of fundraising strategies. A key learning for me was the importance of building up one's constituency.' - Matthew C Ninan, Little Rock Indian School, Udupi

'It was an informative programme that mixed traditional fundraising methods with new ones. The course material provided was excellent. I felt that having a greater interaction between participants through group exercises would have made the experience even richer.'
- Dr Mercy Henry, Sarah Tucker College, Tirunelvely

'I thought the programme was very effective, and I gained many new insights on fundraising. It also brought home to me, the importance of building credibility through transparence.'
- P A David, Voorhees College, Vellore

Vice principals

'A well-planned and detailed programme. I personally learned many new ways of fundraising. The practical examples presented as well as the individual experiences shared by the participants were of great value.' - Ms Princy Sunil, St Thomas College of Arts and Sciences

'The importance of preparing a donor database and having effective and transparent communication was a most valuable input for me. I found the whole programme to be well-planned, concrete and thought provoking.' - Sr Aradhna, Carmel College, Goa

'It was a good programme. I understood how crucial fundraising is for institutions and the role identifying and building a constituency plays in the long-term success of fundraising efforts.'
- Rev Dr Joe, AIACHE

'I thought the entire programme was well presented. The handouts will prove a very valuable resource in the future. I was also able to learn more about how to plan and budget fundraising events.'
- Joe Victor, St Joseph's College, Darjeeling

'Useful, relevant, informative and interesting. An acute need of the hour.' - Fr Joseph OC, KE College, Kottayam

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Please feel free to forward this newsletter to your friends, associates and anyone who might be interested. And do send in your queries and suggestions to training@fundraising-india.org

MURRAY CULSHAW ADVISORY SERVICES -- mcas, Bangalore -- serves the voluntary sector in India. We offer training on communication and fundraising, undertake research on relevant issues, publish books and maintain a database of about 7,500 organisations in India. Contact us at: Vijay Kiran Building  2nd Floor 314/1  7^th Cross Domlur Layout Bangalore 560 071 India Tel: 91-80-535 0035/ 535 1939 email training@fundraising-india.org website: www.fundraising-india.org