April 2003

Editorial

With a little help from friends!

Fundraising isn't an easy job. Yet it is a job that must be done, and effectively. More organisations today are aware of the need to get the word out on their work and raise resources locally, but success won't come by just putting communication and fundraising (C&F) machinery in place. Many organisations that have started dedicated C&F units or have trained a staff member to fundraise, have found the going hard because they are reluctant to change where it matters most - at the top.

C&F may be carried out by a designated staff team, but is unlikely to reach its full potential unless the management recognises it as an activity that they must actively support too. They can do this by encouraging greater transparency in sharing programme data with fundraisers and keeping them informed (and perhaps even considering their opinions) on how the money they raise, is spent.

A tension traditionally exists between those implementing programmes and those who go out and fundraise, over who's got the 'real' job. The truth of course is that one without the other is a two-legged horse! It is the responsibility of the chief executive, directors and board members to bridge those emotions and create an environment sensitive to both. Such support from the management will allow C&F personnel to truly function to potential. After all, a job that almost solely consists of 'asking' must already have more than its fair share of frustration.

Editor

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FR Snapshot

To return or not to return - The balance of funds dilemma

Should an NGO that receives funds specifically designated to a particular programme, return any balance amount to the donor? 'NO', seems to be answer of consensus from professional fundraisers. A common recourse is to ask the donor if the balance can be applied to another need. Such a request, fundraisers say, is not likely to be refused. And while that is largely true... is it always best?

The Indian Council for Mental Health (Hygiene) (ICMH), a Mumbai-based organisation working with people facing mental and emotional challenges, decided to pass by conventional wisdom and did just the opposite!

ICMH runs an educational programme, ‘Skills & Ability School’, at Nerul, Navi Mumbai that educates around 40 children with hearing disability. Started in 1989, the programme is run solely on community support and does not receive any Government aid. The programme is cost intensive as the school demands a high teacher student ratio (1: 5), Rehabilitation Council of India (RCI) certified teachers, audiologist support and the provision of double hearing aids to students with a ‘profound’ degree of hearing loss (most children fall into this category). Student fees manage to defray only 35% of the total cost outlay.

As a result of a public awareness drive in the year 2000, some women belonging to an NGO run by the wives of a Fortune 500 shipping company visited the Skills & Ability programme and offered to fund the purchase of two hearing aids each for eight children with a one time grant of Rs 69,810 (specially negotiated rates for eight sets). The amount was duly sent to ICMH. However, at the time of purchase, the distributor of the hearing aids allowed a further 6% discount against the price quoted earlier, resulting in a saving of Rs 4, 410.

Ignoring conventional C&F wisdom, ICMH wrote a nice ‘thank you’ note to the donors with a group photograph of the beneficiaries and enclosed a cheque for the amount saved!
The reaction from the donor agency was almost instantaneous. They called to say they had never before, in their experience of funding charities, had an organisation send back a balance from the funded amount. And then the bombshell! They asked ICMH to send them a ‘wishlist’ of what else they needed!

Soon the contributions started pouring in... students’ scholarships, an industrial water purifier, equipment, more hearing aids, salary sponsorships and regular visits from the donors!

A single act of financial transparency and accountability, of doing the unexpected and risking the loss of a small sum, converted a ‘one off’ donor into an extremely fruitful long lasting partnership.

The Lesson: A short term 'loss' can really be a long term gain! Many donors will go to unprecedented lengths to help an organisation they can trust.

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News in Brief

What's happening in communication & fundraising?

mcas contributes communication materials to unique e-learning project

mcas is sharing its training resources in the area of communication with a unique e-learning programme for voluntary sector managers and resource mobilisers being developed by Thusanang, a South African agency with support from the Aga Khan Foundation. André Proctor, curriculum developer for the project, was in mcas during the month of February to facilitate the partnership.

The unique project was conceived to equip resource mobilisers through a sustained, interactive learning experience that would encourage both learning and application. The project is distinctive as it uses new technologies to integrate the convenience of distance learning with the benefites of peer interaction in the classroom. A pilot programme is underway in South Africa to test the course. Once it has been satisfactorily implemented, the project will be customised to meet regional needs and will provide voluntary sector managers a valuable certificate level programme in resource mobilisation. An India specific e-learning course is on the anvil.

International resource mobilisation workshop in Bangkok, next month

The Resource Alliance is holding its 4th International Workshop on Resource Mobilisation from 5-8 May 2003 at Bangkok, Thailand. The workshop, now in its fourth year, has established a global reputation for providing cutting-edge training in the aspects of resource mobilisation including fundraising, communication, accountability and mobilising local involvement.

The workshop presents an opportunity for participants from NGOs, donor agencies and local not-for-profit organisations to network, debate and share information on a truly international scale. Sessions will take the form of Master classes, 'How to' Workshops and Discussion Forums.

mcas explores new frontiers with direct-services unit

mcas has branched into a new area of operations with the setting up of a direct services unit. This unit will provide direct and practical support services to four to six strategic voluntary organisations (networks) with their constituency building through public communication and fundraising. Functioning on the model of an advertising agency, the unit will be based at mcas, but maintain individual accounts with client organisations. This unit is expected to grow to a strength of four people with a range of skills in communication and fundraising.

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

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Tip of the month

A pocket sized C&F tool!

Is your visiting card blank on one side? A-ha! You may be sitting on a great way to push your communication and fundraising plans and not even realise it. Most visiting cards typically utilise only one side of the card to provide contact information. You can use the blank side to mention the mission statement of your organisation, key focus areas and perhaps even the words 'visit us'! Be selective, though. The card must not look cluttered. The idea is to give others just that extra little byte of info.

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Website Watch

www.oneworld.net

If you are on the Net looking for an interesting, informative, well designed online media gateway that covers a range of global development issues, you'll find a visit to www.oneworld.net worth your while. Dedicated to harnessing the democratic potential of the Internet, the site offers region specific content on people and issues that are typically overlooked by mainstream media and policy-makers.

Development, economy, environment, health, human rights, information & media, politics and conflicts... there's something for everyone with an interest in development. Not all the world speaks English, and the site acknowledges the fact by making most content available in major languages options. sThe website is a serious attempt at building a global community through interactive online partnerships, both on an organisational and individual level. That means you can find ways to help and be helped.

Additionally, the dedicated channels on Aids, debt, learning and digital opportunity are great sources of news and information making it one of those sites you'll probably keep coming back to. Even UN Secretary General Kofi Annan, recently recommended it in an article as one of his 10 favourite websites. You might want to click the 'Add to Favourites' button too!

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Announcements

mcas announces next edition of certificate training course

mcas' second long term certification programme in public communicaton and fundraising will be held between July 2003 and February 2004. The course is aimed at voluntary organisations wanting to build a constituency of support within Indian society. People who would like to work in the voluntary sector as communicators and fundraisers are also invited. The eight- month long course will continue on mcas' successful model of blending classroom learning with on- the- job experience. Admissions will be restricted to 16 candidates only and applications close on 25 May 2003. Email training@fundraising-india.org for more details.

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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/ 5115 0580 email training@fundraising-india.org website: www.fundraising-india.org