November 2002

Guest Editorial

Free software vs. free lunches

As the voluntary sector increasingly harnesses technology, the need to make a choice proprietary or free (open source) software is critical. The expression 'free software' implies the freedom to study how the software works, customise it, redistribute copies, improve the program and share those improvements with others. Free here does not necessarily mean gratis.

There are cogent moral, economic and philosophical reasons for suggesting that both the third sector and the government go the way of free software. Both run on 'public funds'. Investing in proprietary software developed by private corporations ultimately serves to convert public funds into 'private' intellectual property…clearly an inappropriate end. 'Public funds' really ought to build intellectual property that stays in the 'public domain'.

Globalisation has made traditionally 'public' resources like water into private property. Today a proprietary intellectual property regime enslaves even ideas, phrases and gestures! Such overt privatisation often marginalises the poor and favours the elite, inducing greater poverty and class conflict. Voluntary organisations and the state primarily work towards 'resolving' this schism. Digital artifacts do not diminish when consumed, shared or duplicated. Knowledge and software are resources whose ownership can be transferred to the poor without incurring huge costs. Free software provides us with a theoretical and practical framework to do so.

More fundamental, is the principle that new knowledge builds on old knowledge. Patents and copyrights stunt and hinder this process while a general public license accelerates it. There are other good reasons to favour free software like scalability, speed and a growing user base, but we've almost forgotten the one that has the sweetest ring…hey, it's often free!

Sunil Abraham
Do you agree?

Ashoka Fellow Sunil Abraham heads Mahiti Infotech, a technology resource group for the voluntary sector.

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FAQ

Winning with press releases!

Vijay Ramachandran, guest faculty at the recent mcas workshop on media relations, answers some common questions on press releases.

Why does my organisation need to send out a press release?
A press release is a cost-effective means of communication, and must be the first-rung of efforts to gain media coverage. You could send out a press release to:
· Promote your organisation, an event or an issue
· Inform the public of a new aspect or development of the work your organisation does
· Update the media
· Announce an achievement
· Attract an audience
· Educate a specific group
· Correct a perception
Regardless of the reason, the essence of a press release lies in gaining positive publicity or countering negative publicity.

What constitutes a press release?
A press release essentially represents "news". It needs to "inform" people, not sell them something. A press release informs the media about anything "newsworthy" about your organisation or its work. Therefore, in structure it resembles a news item. As far as the content is concerned, stick to the facts and keep it simple and informative.

Why are quotes necessary in a press release?
Quotes introduce a human angle and help with substantiation. They allow a journalist to add more "meat" to the story, thus helping it get a better display.

How long should my press release be?
Given the pressures on a journalist and thus, the limited time that they spend in scanning through a press release, ideally it shouldn't be longer than a page or two (A4 size). Anything longer will only be lost in the clutter.

How much of my organisation's background should a press release have?
Putting a paragraph or two about your organisation's work, its mission and values, and the people behind it is a good idea. This helps a journalist write a report with greater detail.

How much contact detail should a press release provide?
As much as possible. Make sure that you include the spokesperson's name, e-mail ID, and the URL, phone, fax number and complete address of your organisation. Journalists can then use this to ask for additional information or clarifications.

Why is it that some of the press releases we send out never get published?
Depending on the news flow on a particular day and the "newsworthiness" of your press release, not all press releases translate into a news item. Bear in mind that each press release is like a advertisement for your organisation, as it helps you to create "mindshare". Regular press contact will ensure that reporters turn to you when they write about issues that your organisation is involved with.

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News in Brief

What's happening in communication & fundraising?

Workshop on governance held

A workshop on Third Sector Governance in India was held at the Jawaharlal Nehru Research Center, Bangalore, on 11 November 2002. The workshop, conducted by Mysore University, primarily addressed a project on third sector governance undertaken as part of a larger study being executed in five Asian countries. About 20 practitioners, researchers, academicians and representatives from funding agencies attended the workshop. mcas head of research, Priya Anand, participated in the daylong programme that consisted of an initial discussion on the background research, methodology and analysis of legal dimensions. Suggestions and critical views from the participants followed. For more about the project, please contact Prof. Dongre at y_dongre@hotmail.com.

Revamped mcas website up and running!

mcas' home on the web, www.fundraising-india.org, has been through an extensive design and content revamp. The new website launched in mid November features updated information on mcas' vision, focus areas, activities, plans for the immediate future, programme schedules and more. What's more, you can view a catalogue of our research publications online and archives of previous e-newsletters! Your feedback on the site and its usability is welcome and can be mailed to bryan@fundraising-india.org.

CINI shows the way with creating brand value for programme

If you thought creating brand value was a corporate concern, think again. CINI has been making a concerted effort at building brand value for its seminal programme 'Adopt a mother, save a child'. By publicising the programme in all its communications materials and making the catch phrase highly visible, it has largely succeeded in strengthening the public association of their name with the programme and its focus - expecting mothers and their newborn children. CINI even got the name of its programme registered under a copyright to build recognition for it. This approach reflects a bold and innovative way of amplifying recall and credibility for the organisation and its key programme. Perhaps more voluntary organisations will begin to see the creation of brand value as a means to effectively build their service.

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

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Book Review

The little book of documentation

By Anita Cheria - Edwin
Rs 150

Documentation is, as the author observes, a combination of the "mundane journalistic skill of mere superficial reporting with a keen eye for detail" -- an operation most voluntary organisations will admit they could use some help on. This little 'how to' offering is meant to save them a long trudge through the wilderness to effective writing.

The book explores the basics principles of reporting and broaches areas crucial to the voluntary sector like writing project proposals, reports, case studies and more comprehensive process reporting. There's even enough information to make you wise to what's involved in writing a book and getting it published.

Highly readable and sufficiently informative; the book is copylefted, meaning any or all of its contents can be reproduced free of charge on the condition that it is not sold for profit. There really is a lot of good matter in here and it's refreshingly…still a little book!

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C&F Tip of the Month

Get smart...get help!

Copywriting and design skills aren't everybody's proverbial cup of tea. Unfortunately when it's time to create a newsletter, mailer, report or proposal, most voluntary organisations decide to cut corners and have the job done 'in house'. Clearly, that is the wisest option where the expertise exists but sadly, it often doesn't and the final product does little to enhance the image of the organisation or raise support for its work.

The remedy is obvious and has been increasingly tapped by a few organisations - get professional help. Most advertising or design agencies will view an opportunity to help a legitimate social cause with sympathy. They are likely to charge you very reasonably or maybe even do it for free! Either way you'll have a winning final product, the dividends of which you won't have to wait very long to see.

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Announcements

Festival on water to be held in Bangalore

A nine day festival on water titled 'Water in the city, water of the people' will be held in Bangalore from 29 November to 7 December 2002. The overall objective of the festival is to initiate a dialogue on the issues of water in the city and look at various socio-cultural dimensions apart from the technical and economic issues of managing water in a growing city. It is an effort to integrate the perspectives of various stakeholders and evolve strategies for suitable management of water resources in Bangalore. The festival will feature screenings of films on the subject, workshops and public talks by well known speakers from the area of water management. For more details contact the Max Mueller Bhavan, 3 Lavelle Road, Bangalore 560 001 or call 2214964, 2275435.

Workshop on basics of public communications & fundraising coming up!

mcas will conduct a short-term workshop on the basics of public fundraising from 18-20 December 2002. This workshop, the penultimate in the set of winter workshops will deal with the nitty-gritty of establishing a public communications and fundraising programme by building a constituency of local support and generating donated income. This is just the course for organisations looking to make a serious start in local fundraising. If this sounds like a course your organisation needs, mail us at training@fundraising-india.org for more details.

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Feedback

mcas' workshop on Media Relations was held last month and drew participants from Tamil Nadu, Maharashtra, Delhi, West Bengal and Karnataka. The workshop primarily dealt with befriending the media, writing and distributing releases, developing a press kit and a brief overview of the working of television, radio and new media. Here's what some of them had to say about their learning experience.

"A good, comprehensive workshop. Well covered. Including an exercise in analysing, coverage of voluntary organisations in major publications will be very helpful."
- Pallavi Kumar, Tamil Nadu Kidney Research Foundation, Chennai

"All parts of the programme were valuable, but I found the sessions on Press releases and letters to the editor particularly beneficial. mcas is doing a fantastic job by organising training programmes like this." - Sudhir Sonke, SAMPARC, Pune

"Developing a media plan and understanding the hierarchy of a newspaper were key learnings that I drew from this workshop." - Somini Sen Dua, CINI, Kolkotta

"The inputs I received at the workshop have enriched my working knowledge of how to communicate with the media." - M. Asokan, Small Industries Service Institute, Chennai

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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 2003/ 415 0580 email training@fundraising-india.org  website: www.fundraising-india.org