May 2003

Editorial

Follow the leader, but wear your own hat!

There's increasing talk around the voluntary sector these days about effective leadership and how the sector can and must develop it. Of course, a strong leader is one of the best things that can happen to an organisation. Still, there is an inherent peril with overly leader-centric organisations.

Many organisations can and do grow around their founders or leaders (and that's a good thing!). This is particularly true when leaders happen to be strong, assertive personalities with vision, charisma and exemplary abilities. Unfortunately sometimes, the identity of an organisation as well as it's public image may stem from a single person. While this may be alright for an organsation in it's infancy, growth and consolidation will invariably render such a dependance stifling and disadvantageous.

A successful organisation must grow to be bigger than any one person. It is crucial that the organisation acquires an identity that is seperate of its leader for a number of reasons. Firstly, an organisation's credibility must not piggy back on an individual. This will protect it from suffering should the leader's credibility come under a cloud as a result of a personal failing. Then, leaders tend to grow older over time! True vision must outlive the visionary. An organisation that absorbs its leader's vision while evolving its own identity will go on to make a lasting impact.

Also, an organisation that depends too much on the image and abilities of one person may actually be limiting itself to the limitations of that person. Organisations ought to capitalise on their leader's image and identity and grow above it. Leaders in turn must ensure that their leadership builds but never eclipses the organisation's individuality. That would truly be effective leadership.

Editor

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Special Report

The 4th RA International Workshop on Resource Mobilisation

The Resource Alliance's (RA) 4th International Workshop on Resource Mobilisation (IWRM) took place between 5-8 May in Bangkok, Thailand. Over 150 participants, mostly from Asia and Africa, braved the SARS scare to attend the IWRM, which has established a global reputation for providing cutting-edge training in the area of resource mobilisation, particularly fundraising, communication, accountability and mobilising local involvement.

The programme featured a dynamic mix of international and cross-regional presentations, case studies, discussion forums and participatory workshops and master classes. In-depth sessions were held on a number of topics such as building institutional capacity, communicating vision and mission, strategic planning, corporate fundraising, mobilising community resources, fundraising online, using your board to raise funds, among others.

The proceedings commenced with the opening plenary 'Setting the Scene - The global perspective'. The workshops were facilitated by an expert panel of regional and international trainers such as Usha Menon, Finlay Craig, Simon Collings, Mal Warwick and Wangui Kibe. mcas' own Bharati Ramachandran was invited to conduct 'how-to' sessions on improving organisational image and credibility as a platform for successful fundraising. A new addition at the IWRM this year was the fundraising marketplace and exhibition, a fair type event that brought together voluntary organisations, resource practitioners, potential donors and the media. The exhibition included presentations, exhibitions, demonstrations, sale of community products and cultural displays. The closing plenary by Dr Mechai Viravaidya of the Population Development Authority, Thailand brought the 4th IWRM to a fitting end, leaving participants inspired and better equipped to meet the challenges of mobilising resources in their respective situations.

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News in Brief

What's happening in communication & fundraising?

NDL finds C&F strategy paying off

Network for Dalit Liberation (NDL), a network of 10 dalit voluntary organisations from Chennai, Tiruvallur & Kanchipuram districts has been reaping the benefits of having a dedicated C&F unit. Formed in 1999, with a focus on protecting Dalit rights and promoting sustainable development of their communities, it set up its communications and fundraising team of four people in January 2002. The main activities of this C&F team in the past one year have been to diversify NDL's resource base, consolidate work reports of network organisations and communicate it to the public. It has also been actively supporting other Dalit networks and raising support in kind in times of atrocities and natural calamities.

In little over a year, the team has raised more than 12 lakhs from national and international agencies, as well as getting a local establishment to donate a computer and printer. The team also mobilised clothes worth Rs 1 lakh for the victims of violence in Marukkalampatti where an entire Dalit village was burnt. The team has been working towards getting maximum support for their work from non-Dalit communities by communicating Dalit issues to them while educating Dalits on their rights and enabling them to fight atrocities. Way to go NDL! As we like to say... Communicate. Fundraise.

Oxfam India taps HDFC client base with well timed appeal

Oxfam India tied up with HDFC bank to issue an appeal for it's newly opened paraplegic centre 'Navajeevan Kendra' in Gujarat, to more than two lakh credit card holders all over the country. It did this through an exclusive brochure that was sent along with the credit card statement for the month of May to the bank's customers. This was a great idea because it targeted a segment of the population (credit card holders) that has the ability to donate to a good cause and presented them with it at a time they are thinking about their finances! The centre was built to house patients who have suffered permanent physical disability or need long term care as a result of the devastating earthquake last year that crippled much of the state.

VO heads and senior staff get trained on effective leadership

A management development programme in effective leadership for voluntary organisations was held on 28-29 April, 2003. Jointly organised by the Xavier Institute of Management and Entrepreneurship, Bangalore, Oxfam India and mcas, the programme was intended to meet the needs of the heads of mid-sized voluntary organisations and senior staff including deputy directors and programme heads. It was attended by 27 persons from various organisations. Some of the topics that were dealt with included visioning and strategic decision making, leadership styles, role of the board, building a credible organisation, managing change and time and the importance of communication and fundraising.

Conference highlights how and why the media and IT can drive grassroot change

The Press Institute of India (PII), recently organised a conference on Media, Information Technology and Grassroot Development at the National Institute of Advance Studies (NIAS), Indian Institute of Science Campus, Bangalore, on 23-24 May, 2003. The conference marked the fourth anniversary of the launch of Grassroots, PII's monthly publication dedicated to promoting media coverage of the human condition and community development at the grassroots of Indian society. Many prominent names from the media, IT industry and grassroot social initiatives addressed the conference and presented reports on how the media and IT have joined hands to bring genuine change at the lowest levels.

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

Consistency... your trump card with donors!

A donor is a donor! You may think that is fairly obvious, but there is a certain truth in it that escapes many organisations! Almost every one of them will respond to a donation of Rs 25,000 with a prompt 'thank you' card, a phone call and more. But how about one for Rs 25? Sadly, not many. An organisation that deals uniformly with every donor is most likely to attract loyalty and long term relationships with donors. Remember, many donors actually test the responses of different organisations with small contributions, and go back with greater amounts to the one that gave them the most satisfactory response. A donation of Rs 100 today could be a precursor to a legacy a few years down! Be consistently responsive and sow into tomorrow.

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Feedback

The mcas C&F certificate course

mcas' first long term certificate course in communications and fundraising was a quiet success story. Eight participants representing different organisations from across the country took the course and strengthened their communications and fundraising skills. Here's a sample of what they said...

For the first time in my life, I was able to see the voluntary sector from both a macro and micro view. I was introduced to the nature, importance, functioning and difficulties faced by the third sector in our country. The course was pivotal in helping Khushboo launch its 'Be a brick!' campaign as well as pushing us to produce an annual report for the very first time. All that I have learnt over the last few months has given me the confidence to communicate and ask for help in a way I never could before! - Sudeshna Sengupta, Khushboo Welfare Society, Gurgoan

I believe enrolling for this course has been one of the most important things I have done! When I joined Asha Niketan in February 2002, I really wanted to raise funds so they could sustain their good work but I didn't know how I could. These last 10 months have changed all that! I have learned so much and have grown into a much more confident person who is proud to be doing what she is. - Nupur Singh, Asha Niketan, Bangalore

If you think you can profit from a course like this, mail us right away at training@fundraising-india.org for more details!

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Announcements

Short term workshop on brochures and newsletters coming up!

mcas will hold it's short term training workshop on brochures and newsletters from 25-27 June 2003. The workshop is designed to help organisations produce brochures and newsletters that will win friends for their work. The programme will explore the topics of creative briefs and concepts, production outline, design principles, writing and editing content, printing options and e-newsletters. For more information contact training@fundraising-india.org.

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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