October 2002

Editorial

Us and Them

At a recent workshop on Media Relations, participants talked about how the media ought to be conscious of its role as an instrument of social change. Some complained that newspapers were increasingly covering only entertainment, models and pop stars, not development.

This is a common refrain when we talk to voluntary organisations (VOs) about the media. When VOs interact with the media, they see the relationship as "us" against "them". Often, they view the media with condescension, for lacking social consciousness.

The truth, however, is that it's not an easy game for the media. In a depressed market, the media needs to focus on profits, target readership and brand equity. So, problems of development have made way for sex, stars and soaps - because "that is what people want".

If people are unaware of issues facing society - and indifferent to media stories about these issues - whose fault is that? Some blame must rest with VOs - for not communicating the work they do to society.

In dealing with the media, VOs must realise that it's not enough to do good work. They must learn to package their work well. Write a good story. Cut out the jargon that's become second nature to most of us. Edit out the long sentences, the generalisations and the clichés. Ask yourself - why would this newspaper be interested in this subject? Above all, complement your media campaign with a plan to communicate regularly with the public.

VOs must stop viewing the media with suspicion, and realise that the media is not here to be "used" for publicity. Rather, we need to find ways in which we can work together.

Editor
Do you agree?

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Tutorial

Writing effective letters - Part 2 (Thank you letters)

Last month we left you with some pointers on writing effective letters of response and promised to be back with a little to help you with your Thank-you letters! Here we are then, as good as our word!

A Thank you letter is perhaps the most important communication tool in maintaining donor relations. A well-written letter sent quickly is a stepping stone to a long-term relationship because it is an indication of efficiency and courtesy. Conversely, a badly written or delayed letter will likely wreck your organisation's reputation.

So then, here are the key elements of a good thank you letter:
1. Include a personal address to the donor! Make sure you get the address and name right.
2. Acknowledge the amount given with sincere thanks and with some indication of how the amount will be used.
3. It is a good idea sometimes to explain why you need to ask for donations.
4. Write a grammatically correct and well-written letter without spelling mistakes.
5. Some amount of personal additional content will make your letter more warm.
6. Get the letter signed by a responsible person. Type the full name of the person with her/ his designation below their signature if it isn't very clear.
7. Always include an official receipt for the donation along with the letter, to indicate any tax benefit the donor may be entitled to.

(Remember that a large amount or any important contribution is best followed up with a phone call, whenever possible.)

It is just as important to know what commonly makes for a bad thank-you letter and here are four widely committed blunders.

1. Misspelling a donor's name.
2. Dealing a terse thank you with little or no explanation.
3. A chicken scrawl signature with no name or designation.
4. Failing to enclose a receipt.

A useful thing to do is to collect examples of good and bad thank you letters and file them for further reference and training.

Here's a format for an effective, if standard, thank-you letter that you should find helpful in modelling your own.

Dear (CORRECT NAME) Ms Ahmed,

(THANK THE DONOR AND GIVE RECEIPT DETAILS) Thank you for your donation of Rs _________. Our receipt number __________ dated ___________ is enclosed. (THANK SOME MORE) We really appreciate your concern for the rights of dalit and adivasi people.

(MENTION HOW THE DONATION WILL HELP THE ORGANISATION'S WORK) Your generosity will help Nesa protect and promote the social, economic, political and cultural rights of vulnerable communities. We work with 5.5 million people in 6,600 villages in South India. (IF THEY HAVE FUNDED A SPECIFIC PROGRAMME, MENTION IT) Our Women Leadership Programme, in particular, focuses on creating young women leaders among dalit and adivasi communities.

(MENTION HOW YOU WILL REPORT TO THEM) We look forward to reporting to you on our progress, through our newsletters and annual report.

(THANK AGAIN) Again, thank you for your commitment to help dalit and adivasi communities lead a life with dignity.

(CLOSING) Sincerely,

(NAME, DESIGNATION AND COMPLETE CONTACT DETAILS)
__________
__________
__________

(TAX MATTERS) Nesa is a non-profit organisation registered under _____________. Donations are exempt _______________.

Well, we hope this tutorial will go some distance in helping you shape your thank you letters into catalysts for fruitful long-term relationships with your donors. All the best!

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Nisha Purushothaman caught up with Mamta Saikia, consulting fundraiser with NCPEDP, during the recent SAFRG workshop in New Delhi and quizzed her on the phenomenon of Indian voluntary organisations raising funds abroad.

FI: Should an organisation that seeks to raise funds in a foreign country, also work in that country?
MS: That really depends on the vision of the organisation. If it is Indo-centric, then it needs to remain focused. Still you may be required to explore the option in specific circumstances. For instance, some countries require organisations to spend 75% of the money raised in that country on causes within its borders. In such a case, of course, working only locally is not an option.

FI: How does the media react to Indian voluntary organisations raising funds abroad?
MS: Things have changed in the last 10 years. Back then, any fundraising conducted abroad was greeted with enthusiastic coverage because so few were doing it. Now the media is choosier about who and what it wants to cover. It is interested only in highlighting creative and innovative fundraising initiatives by Indian voluntary organisations mobilising resources abroad.

FI: What was the most memorable moment in your fundraising career?
MS: Well, one that was particularly special was raising money for scholarships to students with disability. As a fundraiser you are too often concerned with raising figures. But when I actually interacted with the people for whom I was raising funds - among whom were a girl who had lost both her legs and a young man who had lost his limbs fighting at Kargil - I got a different perspective on my work.

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C&F Tip of the Month

And so your organisation does what... precisely?

How often have you found yourself at a loss for words when asked what you do?
Having a ready statement of work is an absolute must for any voluntary organisation. Keep the statement to a sentence, and make sure it is easy to remember, communicate and understand. Write it in simple English - and steer clear of jargon!
A statement of your organisation's work must succinctly address your primary area of work. For example, "We care for people with alcohol and drug problems." "We investigate cases of human rights abuse."
Make sure everybody in the organisation is familiar with this statement of work and is able to communicate it instantly when the occasion arises.

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News in Brief

What's happening in communication & fundraising?

Dream a Dream to form a fundraising team of volunteers

Dream a Dream will form a team of fundraisers comprising volunteers. The decision was taken following difficulties faced by the small team in coordinating fundraising activities. Now, volunteers will commit to raising funds for the organisation, network with other organisations and individuals, research new contacts and ways of raising funds, besides providing fundraising support to the office. Those who would like to be part of this team can get in touch with Vishal Talreja at vishal@dreamadream.org

DOS network gives resource mobilisation a novel twist!

In a unique fundraising strategy, a network of volunteers in Chennai goes around collecting no more than a kilogram each of dal, oil and sugar from each family they visit. They then get in touch with voluntary organisations that are in need of these commodities and ask them to arrange to pick it up from their houses. The cost incurred is kept to the minimum and certainly models a fresh look at resource mobilisation. Statistics show that 1,000 families regularly give 2,500 kg per month, an equivalent of Rs 50,000!

ICF breaks the silence on incontinence

Did you know that one in four women and children, and one in 10 men, suffer from incontinence or lack of urinary control? Incontinence can hit any person, irrespective of age, sex, education or economic status. Primarily, though, it affects children, women after childbirth, elderly women after menopause, adolescent girls, manual and construction workers, elderly men, people with spinal injuries, children with birth defects, and people affected by dementia, polio, Alzheimer's and Parkinson's. If neglected, incontinence may result in serious bladder and kidney problems.

The Bangalore-based Indian Continence Foundation (ICF) invites voluntary organisations caring for people who come under the categories listed above, to join hands with it in an effort to communicate the importance of taking incontinence seriously. For more information, contact 91-80-342 4728.

Charitable giving in the US for 2001 reaches $212 billion

Research findings published in the Giving USA Annual Report for 2001 - a year of recession and crisis - reveal that Americans gave an estimated $212 billion (Rs 9,96,400 crore) to charity. The 2001 giving total is an increase of 0.5 per cent over the $210.89 billion now estimated for total giving in 2000. Adjusted for inflation, though, giving in 2001 is a decrease of 2.3 per cent compared to the previous year.

UK corporate giving to charity dips

Large companies in the United Kingdom are donating less of their profits to charity, reducing their level of giving for the first time in six years, according to latest figures. The top 400 companies in the UK gave £499 million (Rs 3,700 crore) in total contributions, including £286 million in cash donations in 2000-2001, a total of 0.44% of pre-tax profits, 0.2% less than the previous year.

A spokesman for the National Council for Voluntary Organisations said: "The latest figures paint a very bleak picture of company giving. Our own research has already told us that businesses are not being very charitable. In 2001, companies gave less in real terms than they did 10 years ago. We hope that the government can do more to encourage businesses to give."

Unicef recruits Per Stenbeck as head of global fundraising

Unicef recently appointed Per Stenbeck to lead its global fundraising endeavours. Per has previously worked with, among others, the Resource Alliance and Greenpeace. He will be based in Geneva and bear the title of deputy director, private sector division, head of fundraising.

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

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Conference Report

Reaching donors of the future - the 14th Annual SAFRG workshop

The South Asian Fund Raising Group convened its 14th annual workshop in New Delhi this September. Titled Breaking the mould, the four-day long workshop drew delegates from India, Bangladesh, Nepal and Sri Lanka.

Nisha Purushothaman from mcas, who attended the workshop, reports: "The workshop consisted of practical sessions on how to communicate fundraising messages, converting donors into friends, the art of making a presentation and using the media for communication and image building. A strong emphasis was laid on content and the vehicles of communication that are best suited to different fundraising needs.

Sessions on emergency fundraising, building corporate partnerships, diaspora fundraising and Internet fundraising served to educate participants on various new possibilities. Panel discussions on funding agency's perspectives and cultivating diversity in fundraising focused on the issue of self-sustainability.

Delegates from different regions were also able to share their experiences in fundraising. In conclusion, the workshop discussed donors in the future and their perceptions of giving."

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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

mcas -- MURRAY CULSHAW ADVISORY SERVICES -- Bangalore, serves the voluntary sector in India. We offer training on communication and fundraising, undertake research on related issues, publish books and maintain a database of about 8,000 organisations in India. Contact us at:  2nd Floor  Vijay Kiran Building  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