MARKETING TERM PAPER

MARKETING FOR
NON PROFIT ORGANISATION

CONTENTS
 Objective
 Introduction
 Importance and Need of Marketing In Non Profit
Organisation
 How to Market Your Nonprofit
 Broadcast Media
 Brochures
 Word of Mouth Marketing

 Types Of Non Profit Organisation’s

 Advantages and Disadvantage

 Trends In the Non Profit World

 Some Of The Non Profit Organisation’s

 Smile Foundation

 Child Line
 Pratham's
 Conclusion
 Bibiliography
OBJECTIVES

 Understand the definition and aims of nonprofit marketing

 Understand the variety of purposes of nonprofit marketing

 Understand the various types of nonprofit organizations

 Understand the challenges faced by the nonprofit sector

 Understand how the nonprofit sector has adopted a marketing approach

 Understand some of the emerging issues faced by nonprofit marketers

INRODUCTION :

Non profit organizations do not work for any kind of profits through their work and therefore
none of their shareholders are benefited from the profit point of view. Generally, non profit
making organizations include, charitable trusts, public art organizations, etc. These mainly work
for the underprivileged people, the disabled and orphans.

"Why is marketing done for non profit organizations?" Looking at the 'non-profit' nature of the
organization, this is quite an obvious question. However, the answer for this question is to satisfy
the needs and demands of people to whom the service are rendered and also to satisfy the needs
of the ones who are donating large amounts for the welfare of those people. Non profit
organization marketing is also important in order to attract more and more donors towards the
organization and therefore provide more quality service.
ORGANIZING A NONPROFIT ORGANIZATION

"Being enthusiastic, imaginative, and creative about establishing a nonprofit organization is one
thing," observed Hopkins. "Actually forming the entity and making it operational is another. For
better or worse, the exercise is much like establishing one's own business. It is a big and
important undertaking, and it should be done carefully and properly. The label 'nonprofit' does
not mean 'no planning.' Forming a nonprofit organization is as serious as starting up a new
company." He recommended that individuals interested in forming a nonprofit organization
begin by determining the organization's main purpose and functions. The next step involves
choosing a category of tax-exempt status to match its functions. From there, would-be founders
need to study a wide range of issues, many of which are also basic considerations for small
business owners and other individuals involved in for-profit endeavors. Often, the counsel of a
good attorney and/or accountant can be valuable at this stage. Primary issues include the
following:

 Decide what legal form the organization will take (public charity or private foundation,
incorporated or unincorporated, etc.)
 If incorporating, take necessary legal steps to make that decision a reality (devise bylaws,
submit articles of incorporation, etc.)
 Investigate options and decide on principal organization programs and emphases
 Determine the leadership of the organization (directors, officers, primary staff positions)
 Define compensation for such positions
 Find a physical location for the organization (factors here can range from variations in
state law to availability of reasonable office space)
 Put together a strategic plan for achieving organization goals at both community and
larger levels
 Decide how to go about funding those goals (gifts, grants, unrelated income, etc.?)
 Determine which media avenues will be best for publicizing the organization's goals and
securing volunteers
 Devise an ongoing business plan that 1) serves as a blueprint for institution goals and
development, and 2) can be periodically reviewed and adjusted as appropriate.
Importance and Need of Marketing
Marketing is the most important thing you can do in your business. It’s the one thing you
probably don’t ever want to outsource to someone else or, if you do, ever let outside the scope of
your control and oversight. You must at least have a regular marketing report.

Why in non-profit making organizations?

First and main problem with non profit making organizations is funds, for raising funds they
have to market their organization as well as their services. Because it boils down to this: if you
don’t have any marketing, then you pretty soon don’t have any clients or customers and if we are
talking about non profit making organizations it means you don’t have any person to be served or
treated whatever your organizations doing. And if you have no clients or customers... you don’t
have a business at all. That’s why you must treat it as a priority and always be aware of how it’s
working or not. The good news is developing an effective and efficient matketing.
STEPS:

Develop a Marketing Plan

Before you actually start marketing, you need to develop a marketing plan for a non profit
organization. This plan would guide you in the process of marketing.

Identify the Market

Be it a profit making or a non profit making organization - identify the target market. Identify the
place where you want to work and to which section of society you wish to cater through your
organization. In order to do this, you can research and approach some other non-profit
organizations that work in a similar field. Get some necessary tips to reach the donors and
publicize your organization.

Advertising
Advertising forms an important part of your marketing process. Once you have collected and
gathered all the necessary information based on your research, start advertising. Begin with the
distribution of brochures, contact some social networking websites and flash your advertisements
on those websites. Social networking websites are a very useful medium to advertise your
organization within the donor circles. Your advertisement should contain the necessary
information such as the organizational values and mission statement, the services and the area of
work, donation plans and strategies and also the benefits that people can get from your
organization. 

Continue Marketing
Advertisement will surely help you in gaining donors, but do not stop once you have acquired
some of them. Try to retain them for a long time and also keep on searching for new donors. The
best ways of retaining your donors and getting new ones are, calling them up for special events,
updating them on the change in donation strategies, emailing them frequently and keeping a
follow up.

Success Advertisement
Advertising your organizational success is another effective marketing technique, which helps
you in reaching greater heights. Through the advertisement of the achievements of your
organization, you could be able to display the stability and recognition of your organization. You
would therefore get some new projects and high profile contributors.

Business Expansion
Always look out for tie ups with huge profit making organizations, television media and print
media. Send your representatives over there and make people aware of your organization and its
work. This can help you in increasing the scope of your organization and also reach a large group
of the needy people. 

How to Market Your Nonprofit With Broadcast Media

Most small nonprofits do not attempt to advertise on television, and this is mostly due to the cost.
However, if a nonprofit plays its card right, it can get a television station to sponsor them
through free airtime for a commercial. Even if this happens, the organization still needs all the
equipment, time and resources to produce a commercial so this is a marketing option that may
not have a high enough return on investment to pursue for a smaller nonprofit organization.
Larger nonprofits will see more success in this marketing type because of the higher availability
of resources.

Instructions

 There is a cheaper (if not practically free) option for a nonprofit to get on television, and
that is through the local stations' news reports and/or morning shows. The organization
needs to contact the assignment editor of the local television station with a story or event
for them to cover and offer to have a volunteer or employee to come on a show to talk
about the event in more detail. It helps if there are visuals the staff person or volunteer
can bring. For example, if the nonprofit is an animal shelter the spokesperson should
bring in a cuddly kitten when discussing the large number of cats available for adoption
at the shelter. This will go a long way in getting the attention of viewers.

 Radio advertisements are much cheaper to both make and buy airtime for. However, the
ability to target a specific demographic may be difficult since most radio stations
typically will not allow the advertiser to choose the timeslot their commercial will play.
In addition to usually not being able to control the time of day or night the commercial
airs, the use of public radio is greatly decreasing due to other music providers such as
compact disc players, mp3 players and websites like Pandora which all provide music
without commercials.

 Just like the local television stations, the nonprofit can also attempt to have a radio show
host plug their event on air or mention the nonprofit in general. The organization can also
try to get a volunteer or staff person onto a morning show to explain things in person. The
nonprofit organization will most likely want to contact the news/promotions director of
the local radio stations to set up this opportunity. Most stations want to know months in
advance about these opportunities, so make sure to keep this in mind when planning an
event or marketing campaign.
 Another option is to call in during a talk show that is discussing a topic relevant to the
nonprofit. For example, if a radio talk show host is discussing the increased number of
prisoners being released early from the nearby prison, the nonprofit that offers job
placement and counseling services for newly released inmates can call in and talk about
the programs they offer for these individuals. Obviously this is much less expensive than
producing and paying for a commercial.
 How to Market Your Nonprofit With Word of Mouth Marketing

The Word of Mouth Marketing Association is a natural extension of the interest in recent years
in "alternative" marketing methods. These include the new "social marketing," and the interest in
targeting opinion leaders. "Buzz" is now the "buzzword" as marketers attempt to get beyond the
clutter of traditional marketing channels.

Of course, nonprofits have long depended on word-of-mouth marketing for practical reasons,
such as the lack of a "product" to sell and the dearth of resources to sink into advertising and
promotion.

Brad Fay, of the Keller Fay Group, an agency specializing in word-of-mouth marketing,

provided these factoids at an American Marketing Association conference for nonprofits:
 People are twice as likely to trust the advice of friends and family members than
advertisements.
 Fifty-three percent of Americans are highly likely to believe in the credibility of
recommendations from friends and family; 51 percent are highly likely to pass along to others
what they have heard; and 48 percent are highly likely to make a purchase or donation based
on such recommendations.
 People tend to pass along positive comments about organizations or people, and make the
recommendations in face-to-face conversations, rather than by telephone, email, or other
approaches.
 Nearly 40 percent of word-of-mouth recommendations occur in conversations that start
with a reference to a newspaper article, television or radio show, or advertising--suggesting
that you can't ignore the usual channels of getting the word out.

Recommendations that Mr. Fay passed along to nonprofits included:

 Create close bonds with people who have extensive social networks and create opportunities
for them to encourage friends and associates.
 Encourage recipients of email messages to forward the mailings to others.
 Look for ways to reward supporters who recruit donors and volunteers to your cause.
 Make sure your website has an "action center" that tells people how to get involved in your
cause through specific acts, such as telling others, contacting newspapers, and making
speeches at local events.

You are, undoubtedly, engaging in word-of-mouth marketing in an informal way. It may be time
to get serious about it and actually develop it into a major part of your marketing plan.
Public Relations. The least expensive and probably most effective way to market your
organization is through public relations. Create press releases every week. Look for new story
angles and send them out via email to the local newspapers, magazines, radio and TV
stations. It is important that you have the reporter's contact information and that you call her
to follow up. Reporters are busy people. Keep it short and sweet. Be professional and let her
know what makes your story something readers will be interested in.

Community Outreach. Create awareness of your organization by keeping up with what is

going on in your community--from a local outdoor festival or parade to setting up meetings
and informational visits to schools or senior centers. Be a part of what is going on. Tell
everyone you know about the organization and think of new ways to partner with other
nonprofits in the area. Build relationships with those you get to know by adding them to your
mailing list. Approach larger companies who can help with donations and matching
contributions. Ask if you can display or distribute information about your organization to
their employees.
Marketing for Non-Profit Organizations with Brochures

Fund raising for non-profit organizations is an absolutely vital part of survival.  Brochure

printing and advertising through direct mail is one of the more versatile and effective methods
for connecting with potential donors.  Brochures give you an opportunity to tell your story in full
color without the limitations of size that postcards or greeting cards may present. 
  
Target Audience 
First and foremost, you need to decide upon your target audience.  These are the people that
historically are moved by your mission and are more likely to make a donation to your non-
profit.  Brochure printing is not cheap, so you want to pick your target audience carefully. 
  
Brochure Design 
Next, once you know your target audience, you can begin to design your brochures.  Typically, a
you want to include these four elements: 

 Mission and vision statement - this part of your brochure should be compelling copy
that effectively describes what it is your non-profit does, and who it is your non-profit
serves.  Think of this is your introduction.

 Statistics  – use hard numbers and graphs to demonstrate how it is you intend to use
donations, and how your donations have been used in the past.

 Profiles – get some profiles of both people your non-profit has served as well as
members and volunteers of your non-profit.  This can help the potential donor connect
with precisely how and who your non-profit serves people.

 Call to action – the entire point of sending a brochure is to encourage a donation.  Make
sure you provide plenty of information and opportunities for the potential donor to
contact you. 
 

Brochure Printing 
Finally, it is a vital that your brochures are printed professionally.  Don’t forget that many
professional printing firms can also handle direct mailing duties as well.  This can save you
considerable time and money.  The last thing you want a potential donor to feel is that your non-
profit is cheap or is not concerned with quality.  
 

FUNDRAISING

Nonprofit institutions can turn to several different methodologies to raise funds designed to
support their mission. This is especially true for nonprofits that have tax-exempt status, because
it permits donors to deduct their gifts from their own personal income tax liability. Major
avenues of fundraising used by nonprofit organizations include the following: fundraising events
(dinners, dances, charity auctions, etc.); direct mail solicitation; foundation grant solicitation;
in-person solicitation (door-to-door canvassing, etc.); telemarketing; and planned giving (this
includes bequests, which are given to the organization after the donor's death, and gifts made
during the donor's lifetime through trusts or other agreements).

EFFECTIVE SOLICITATION AND REVENUE MANAGEMENTIn order to prosper, nonprofit institutions not
only need to know where the sources of funding are, they also need to know how to solicit those
funds and how to effectively manage that revenue when it comes into their possession.

Certainly, solicitation of donors (whether they take the form of individuals, corporations, or
foundations) is a vital component of many organization's operations. After all, most activities
can only be executed with funding. But many nonprofit institutions are not accomplished in this
area, either because they do not allocate adequate resources or because of problems with
execution. Writing inFund Raising Management,Robert Hartsook listed the following as
common solicitation errors that nonprofit groups make:

 Not listening to donor expectations

 Unwarranted assumption of a donor's willingness to contribute
 Lack of follow-up after initial contact
 Inadequate research on potential donors and their ability to contribute
 Inability to close presentation with donor commitment
 Neglecting to establish rapport with potential donors prior to solicitation
 Framing solicitation as "begging" rather than as a reasonable request for help with a
worthy cause
 Neglecting to tailor solicitation to individual donors
  Approaching potential donors without knowledge of how donations impact them in the
realms of tax deductions, etc.

Of course, even the most effective solicitation campaigns will wither if the organization proves
unable to allocate its financial and other resources wisely. "Fundraising begins by determining
exactly what financial and human resources are needed to accomplish the mission [of the
organization]," wrote Larry W. Kennedy inQuality Management in the Nonprofit World."In the
short run, money can be raised on the organization's vision and the promises it makes to help its
clients and, therefore, its community. It will not take long, though, for contributors to want to
see results…. Performance is what counts. "Indeed, an organization may be devoted to
addressing a perfectly worthwhile cause, and its membership may be enthusiastic and
dedicated, but most nonprofit organizations—and especially charitable ones—rely on funds from
outside sources. And poorly run nonprofits will find that their revenue streams will dry up
quickly if they do not leverage their funds wisely.
TYPES OF NONPROFIT ORGANIZATIONS

A wide range of charitable and other institutions are classified as nonprofit organizations under
the Internal Revenue Code. Many of these qualify under the definition provided in Section
501(c)(3) of the Code, which stipulates that all of the following qualify for tax-exempt status:
"Corporations, and any community chest, fund or foundation, organized and operated
exclusively for religious, charitable, scientific, testing for public safety, literary or educational
purposes, to foster certain national or international amateur sports competition, or for the
prevention of cruelty to children or animals," provided that the institutions adhere to basic
standards of behavior and requirements of net earnings allocation.

CHARITABLE ORGANIZATIONS: Charitable institutions comprise the bulk of America's

nonprofit organizations. These include a wide variety of institutions involved in the realms of
poverty assistance (soup kitchens, counseling centers, homeless shelters, etc.); religion (churches
and their ancillary possessions, such as cemeteries, radio stations, etc.); science (independent
research institutions, universities); health (hospitals, clinics, nursing homes, treatment centers);
education (libraries, museums, schools, universities, and other institutions); promotion of social
welfare; preservation of natural resources; and promotion of theatre, music, and other fine arts.

ADVOCACY ORGANIZATIONS: "These groups attempt to influence the legislative process

and/or the political process, or otherwise champion particular positions," explained Hopkins.
"They may call themselves 'social welfare organizations' or perhaps 'political action committees.'
Not all advocacy is lobbying and not all political activity is political campaign activity. Some of
this type of program can be accomplished through a charitable organization, but that outcome is
rare where advocacy is the organization's primary undertaking."

MEMBERSHIP GROUPS: This kind of nonprofit organization includes business associations,

veterans' groups, and fraternal organizations.

SOCIAL/RECREATIONAL ORGANIZATIONS: Country clubs, hobby and garden clubs,

college and university fraternity and sorority organizations, and sports tournament organizations
all can qualify as nonprofit organizations, provided that they adhere to basic guidelines of net
earnings distribution, etc. Unlike other tax-exempt organizations, however, their investment
income is taxable.
"SATELLITE" ORGANIZATIONSH :opkins pointed out that "some nonprofit organizations
are deliberately organized as auxiliaries or subsidiaries of other organizations." Such
organizations include cooperatives, retirement and other employee benefit funds, and title-
holding companies.

EMPLOYEE BENEFIT FUNDS :Some profit-sharing and retirement programs can qualify for
tax-exempt status
ADVANTAGES AND DISADVANTAGES OF INCORPORATING

All nonprofit organizations are faced with the decision of whether or not to incorporate. As Ted
Nicholas noted inThe Complete Guide to Nonprofit Corporations,there are many benefits
associated with incorporating: "Some are the same as those commonly enjoyed byfor-
profitbusiness corporations. Others are unique to the nonprofit corporation. Perhaps the
greatest advantages of all—granted exclusively to organizations with bona fide nonprofit status—
is exemption from taxes at federal, state, and local levels." In addition to tax exemption,
Nicholas cited the following as principle advantages of forming a nonprofit corporation:

 Permission to solicit funds—Many nonprofit organizations depend on their ability to

solicit funds (in the form of gifts, donations, bequests, etc.) for their very existence.
Nicholas noted that whereas some states bestow a fund-raising privilege on nonprofit
corporations as soon as their articles of incorporation are filed, other states require
groups to fulfill additional obligations before granting permission to solicit funds.
 Low postage rates—Many nonprofit corporations are able to use the U.S. mail system at
considerably lower rates than private individuals or for-profit businesses. To secure
these lower rates, nonprofits must apply to the Postal Service for a permit, but this is
generally not a major hurdle, provided that the nonprofit group has its affairs in order.
"The importance of the mailing rate advantage is directly proportional to the volume of
mail the nonprofit corporation generates in the course of its business," said Nicholas.
"Membership solicitations are usually mailed third class. Nonprofit corporations that
rely on membership income can use the mail even more extensively to service their
members. So potential savings from a special mailing permit are considerable."
 Exemption from labor rules—Nonprofit organizations enjoy exemption from the various
rules and guidelines of union collective bargaining, even if their work force is
represented by a union.
 Immunity from tort liability—This advantage is not available in all states, but Nicholas
observed that some states still provide nonprofit charitable organizations with immunity
to tort liability. "It is important to recognize, however, that where it exists, the immunity
protects only the nonprofit corporation—not the agent or employee where negligence
injures someone."

In addition, nonprofit corporations enjoy certain advantages that are also bestowed on for-profit
corporations. These include legal life (nonprofit corporations are guaranteed the same rights
and powers of individuals), limited personal liability, continued existence beyond the
involvement of original founders, increased public recognition, readily available information on
operations, ability to establish employee benefits programs, and flexibility in financial
recordkeeping.

But there are also certain disadvantages associated with incorporating. Nicholas cited the
following as principle drawbacks:

 Costs associated with incorporation—

 Although these costs are usually not too excessive, especially for organizations of any
size, incorporation does generally involve some extra costs.
 Additional bureaucracy—"An unincorporated nonprofit organization can be structured
so informally that its operators could keep whatever records they chose on the backs of
envelopes or as scribbled notes on paper napkins," said Nicholas. "Not so in a nonprofit
corporation. As a legal entity, the corporation is subject to some specific recordkeeping
obligations set down by the state in which it is incorporated." In addition, there are
certain activity guidelines to which incorporated organizations must adhere.
 Sacrifice of personal control—Depending on where incorporation takes place, the
organization may have to appoint a board of directors to oversee operations (although
founders of nonprofit groups can often exercise considerable control in influencing the
composition of the board and the flavor of corporate bylaws and articles of
incorporation). Founders and directors of unincorporated groups are under no such
obligation.

"Generally, the advantages far outweigh the disadvantages," summarized Hopkins. "The
disadvantages stem from the fact that incorporation entails an affirmative act of the state
government: It 'charters' the entity. In exchange for the grant of corporate status, the state
usually expects certain forms of compliance by the organization, such as adherence to rules of
operation, an initial filing fee, annual reports, and annual fees. However, these costs are
frequently nominal and the reporting requirements are usually not extensive."
TRENDS IN THE NONPROFIT WORLD

Observers have pointed to several trends in the nonprofit community that are expected to
continue or develop in the next few years. These range from changes in fundraising targets to
expanded competition between nonprofit organizations to regulatory developments. The
following is a listing of some issues that nonprofit organizations will be tracking in the coming
years:

1. Increased emphasis on retaining donors—According to Robert F. Hartsook ofFund

Raising Management,"Non-profit organizations will focus on the renewal of donors
rather than on the acquisition of new ones. As our country's population growth begins to
plateau, it will be necessary for non-profits to more keenly target their marketing efforts."
2. Corporate giving—Corporate giving to philanthropic causes has emerged as a major
marketing tool for corporations in recent years, and this source of funds is expected to
assume even greater importance as federal and state governments pare back their
spending on various social programs.
3. Increased reliance on volunteerism—Reduced government expenditures on social
programs is also expected to spur increased demand for volunteers who can meet the
expected growth in organization activity. This need will be especially acute for nonprofit
organizations primarily involved in charitable activities.
4. Competition with for-profit enterprises—Many analysts believe that this issue could have
tremendous implications for nonprofit organizations in the future. Spurred by
representatives of the for-profit small business community, regulatory agencies have
undertaken more extensive reviews of ways in which some activities of tax-exempt
groups allegedly damage the fortunes of for-profit businesses (who, of course, are subject
to local, state, and federal taxes). Much of the controversy in this area centers around the
 definition and treatment of unrelated business income (income generated by tax-exempt
organizations from ventures that are unrelated to their primary mission). "There is a
potential that all of this will lead to nothing," wrote Hopkins, "or it could bring an in-
depth inquiry into the federal and state law distinctions between for-profit and nonprofit
organizations, the rationale for the tax exemption of certain types of nonprofit
organizations, and whether some existing tax exemptions are outmoded and some new
forms of tax exemption are required."
5. Continued emphasis on planned giving—"Nonprofit organizations will enjoy a
significant increase in realized bequests," said Hartsook. "This will happen as a result of
planned giving programs put in place 10 to 15 years ago. With the evidence at hand of
how successful planned giving can be, many institutions will increase their dependence
on this methodology."
6. Continued dominance of women in the nonprofit community—According toFund
Raising Management,women occupied approximately two-thirds of all staff positions in
nonprofit organizations in the mid-1990s, a percentage that may increase in the coming
years.
7. Increase in government regulation among nonprofits—Government oversight of
fundraising activities may continue to increase at both the state and federal levels, at least
in part because of the solicitation practices of some "fringe philanthropic groups," said
Hartsook. "Unfortunately, telemarketing for nonprofit organizations has received a bad
name because of fringe philanthropic organizations that solicit and collect large sums of
money—while dedicating most of those funds to the costs of fund raising and salaries."
According to Hopkins, this increase in government regulation may be especially evident
at the state level: "States that have formerly foregone the desire for a fund-raising law
have suddenly decided that their citizens now need one. States with fund-raising
regulation laws are making them tougher. Those who administer these laws—the state
regulators—are applying them with new vigor."
8. Growth in self-regulation within the nonprofit community—Self-regulation within
various sectors of nonprofit operation underwent a noticeable increase in the late 1980s
and early 1990s, and this trend is expected to continue with the introduction of new
certification systems, codes of ethics, and watchdog groups.
9. Major donors will maximize benefits from contributions—According to Hartsook, major
donors will increasingly incorporate aspects of planned giving into their philanthropic
efforts in order to maximize their tax deductions. "Significant gift giving will incorporate
an aspect of planned gifts in order to afford the donor maximum tax deductions," he
 stated. "As the level of tax recognition diminishes, major donors will turn to this
methodology in order to maximize tax advantages."

SOME OF THE NON PROFIT ORGANISATIONS:

Smile Foundation

Smile foundation promotes and catalyses universal education among underprivileged children,
create the process to embrace these children into mainstream in a sustained manner, facilitate
them to emerge as productive assets, and set the foundation for nation building.

 HOW THEY ARE MARKETING THROUGH MEDIA

It goes without saying that the media fraternity is a very important institution in the development
of the underprivileged community of the country. 

The media today encompasses essentially every component of the society. And in a way, that it
is nearly impossible to remain ignorant anymore. It plays a major role in developing opinions or
preferences, interpretation of how people see the world around them, purchase decisions, etc. 

Most importantly, the media brings awareness to the people. That awareness triggers thinking.
And only when the privileged ones think seriously about their role play in development of the
deprived, will they participate in it. 

The media fraternity has given Smile Foundation overwhelming support so far. Without their
advocacy it would have been very difficult for Smile to reach out to all those needy and
deserving children through its welfare initiatives.

Some of them being

HINDUSTAN TIMES : Smile Launches Health Care Van in Jaipur

MINT: Smile Foundation's take on Mid - day meals

Through electronic media

Z NEW:
Aashayein - a musical journey with KK for educating more underprivileged children

CNEB : Smile Foundation celebrates Children's Day

THROUGH ALLIANCES:

Smile Foundation establishes partnerships and builds networks with national and international
development institutions with the prime objective to connect to their domain expertise, resources,
and strengths, with its own developmental initiatives undertaken at the grassroots level. 
Along with the expansion and strengthening of existing programmes, Alliances at Smile, focuses
also on bringing innovations in its enterprises through this association with the developmental
actors of the world. 
Many prominent development agencies, donor organizations, academic institutions,
confederations and associations across the globe have joined hands with Smile to further its
welfare initiatives.

SOME OF THE INSTITUTIONSL ALLIANCES

 POPULATION FOUNDATION
 SAIL
 TARGET INTERNATIONAL

SOME OF THE EDUCATIONAL ISNTITUTION

 IIM LUCKNOW
 Royal Holloway University of London
 IIFT
 SAN FRANCISCO STATE UNIVERSITY
Pratham's

Pratham's goal is to ensure that every child in India is in school and learning well. We need your
support to help us reach this goal!

You can be involved with Pratham in many ways:

 

Donate 

Volunteer

Hold a fund raising event

Visit a Pratham site

On March 2008, Pratham books joined the blogging community to create a discussion forum
among authors, illustrators, educators and others interested in reading. Since then over 4000
unique visitors,hundreds of comments and conversations have been received.

Catalytic city campaigns

Encouraged by the reach and impact of the Reach India campaign, efforts were
undertaken in some cities with mature programs to move towards city wide coverage
though the Read city campaign. This approach is school based such that the
catchment area around the school is identified and the volunteer2 is responsible for
all the children who are or should be going to the school. It uses a communityschool
linkage model. Where possible the volunteers work within the school and/or
they work in the communities. The focus of these campaigns is to use the catalytic
mode of training teachers, parents, older siblings and other community members to
reach out to a larger number of children. These members are trained in the
methodology and the use of the material that has been devised to help children read
and do basic arithmetic. They are simple exercises that everyone from teachers to a
semi literate parent is able to carry out with the children, with the use of the
material.

The campaign is carried out through part time volunteers who are paid a nominal
honorarium to cover their costs and the full time team trains, monitors and
supervises the programme. The volunteers work through schools where possible,
getting information on students who are not attending or lagging behind and pay
special attention to them, including directly teaching them. The school teachers are usually
supportive after initial resistance. In some cases, the volunteers actually
conduct classes in schools.

This campaign has enabled Pratham to create a city wide reach and move beyond
direct classes. Also, the effort is to move more and more into making the program a
part of the school system and the community so as to create a good support system
for the children’s education. The cities in which the catalytic campaign was
introduced include Mumbai, Delhi, Hyderabad, Nagpr, Aurangabad. In Lucknow,
Patna, Munger short campaigns were conducted that focused on enrollment

Pratham in the news

It is in partnership with Hindustan (the Hindi daily newspaper of the Hindustan Media group)

 Letting Schooling Interfere with Education - The Indian Express, Feburary 2009.

 Wiping the State Clean - Reforming primary education required fresh energy and a new
law, The Indian Express, June 2009.

 Teaching ABC to Children of Child Labourers - The Hindu, April 2009

Our Supporters

Pratham is a tripartite partnership between the government, citizens and corporates. Our work is
supported by several national and international corporates like ICICI Bank, Reliance Industries,
CITI Group, Johnson & Johnson, McKinsey & Co., IBM, Boeing International, Piramal Group,
BILT, British Gas, CSFB, HSBC, Standard Chartered Bank, etc., and multilateral foundations
like UNICEF, World Bank, UNDP, UNESCO, American India Foundation and Paul Hamlyn
Foundation. 

Our key supporters include: 

 
The Hewlett Foundation has made a grant of $9.1 million grant to support Read India in 100
districts over 3 years.

Google.org supported ASER with a $2 million grant.

The Michael & Susan Dell Foundation supports the program in the HKPR zone of Mumbai and
provides partial support to the program in Delhi.

GE Foundation has been a strong supporter of our urban programs.

Supports the programs in Bihar, Uttar Pradesh and Rajasthan through a grant of 2.9 million
Euros. They also provide core funding for our programs. 

Douglas Marshall Foundation has contributed to Read India and our summer camps
CHILD LINE

In1996, Mumbai launched CHILDLINE, the country's first toll-free tele-helpline for street
children in distress. It has responded a total of 15, 883, 547 calls from inception till March 2009
and operates in 83 cities/districts in 22 States and 3 Union Territories, through its network of 196
partner organisations across India.
 

The CHILDLINE team informally developed the partnership model of Nodal, Collab and
Support Organisations, charted out processed documentation, developed manuals, networked
with NGO's across the country. Without the basic funding support and recognition at the initial
stages, by the MSJE, the service would never have grown as rapidly. Supporting us was the
Ministry's highly sensitive officials who helped at every level.

The relationship with the government was strengthened by inviting the Secretary of the MSJE
and other officials to join the governing board of CIF.

Then came recognition as an independent agency with the right to directly make representation
to the Child Welfare Committees of State Governments, under the Juvenile Justice Act. Support
for capacity building and sensitisation initiatives, by the National Institute of Social Defence, the
recommendation to write an alternative report for the Child Rights Convention signed by India
and finally official and formal support from the Department of telecom to grant exclusive rights
to CHILDLINE India Foundation for seeking the commencement of 1098 services from different
telecom circles.

In February 2006 CHILDLINE project was recognised as a single most important project in the
area of child protection and transferred for support, to the Ministry of Women and Child
Development (MWCD). Childline was asked to make recommendations to the planning
commission for programmatic and budgetary allocations in the XI th Plan commencing 2007, for
Child Protection. The planning commission has now mandated that CHILDLINE service should
be spread across all the 596 districts of the country. Based on the recommendations CHILDLINE
is being brought under the newly formulated Integrated Child Protection Service (ICPS). The
Secretary MWCD is the current Chair Person of the CIF board.

The MWCD has formally recognised CHILDLINE India Foundation as the Nodal 'Mother NGO'
for the CHILDLINE service across the country and provides direct budgetary support. 

This partnership between the Government of India and CHILDLINE India Foundation is perhaps
the most significant public-private partnership in the development sector and showcases how the
two most important stake holders in Child Protection viz The Government of India & Civil
Society can join hands to deliver a micro level service across the country.

Campaigns

Over the years we have had various campaigns to create both awareness for the need of child
protection and to sensitize the issue of marginalized children. This has also helped us to generate
recognition for the organization and its work and in turn has helped us reach more children
across more cities in India more effectively.

News Letters

The CHILDLINE newsletter 'Hello Childline' is a bimonthly publication

which covers the activities of CHILDLINE across India for those months.

It is mailed to all the CHILDLINE partners and allied systems and carries
special experiences of the various CHILDLINES and current happenings
across the country in relation with children.

It is a medium of sharing the different experiences of CHILDLINE with

the entire network which in turn enhances service delivery, as we are
constantly learning from each others diverse experiences

CHILDLINE Calicut prevents trafficking of Children

 

August 08, 2010: Calicut , Kerala. CHILDLINE Calicut rescued 22 girls and 8 boys from
traffickers at Calicut Railway Station. Just after receiving the call about the Children, the
CHILDLINE Calicut started the search for the Children and later found the children's at the
railway station. 30 Children in the age group of 5-15 were brought from Ahmedabad on the
Tirunelveli-Hapa Express that arrived at the Calicut city railway station. The case shows that
strong and prompt networking and timely intervention by CHILDLINE Calicut has saved 30
children from trafficking.

  Phone rings and initiates intervention

On Saturday August 08, 2010, CHILDLINE Calicut received a call from social worker who
informed that 30 children is coming Calicut at Thirunelveli- Happa Express. The caller was also
traveling in the same train who suspected that the children and by standers didn't had proper
documentation for traveling.

CHILDLINE in action

CHILDLINE team informed the City Police Commissioner about the issue. The Police official
assured all support and arranged one Police Sub Inspector at Town Police station for further
assistance.

CHILDLINE contacted town Police Sub Inspector and discussed comprehensive plan for the
rescue operation. In a meanwhile, RPF Police and Kerala Railway Police were called for the
assistance.

CHILDLINE made a visit to the Railway station on the next day and observed the arrangements.
Tirunelveli Hapa Express arrived at Calicut Railway Station around 10.30 a.m. and about 30
children. They were brought by a seven-member team who got down at the station with the
children.

Rescue of the Children

CHILDLINE team and Police shifted them to waiting room at Railway station. After a long
interaction with them, CHILDLINE understood that it was without any legal documents they
allegedly destined that they were taking the children to an orphanage at Vellimadukunnu . Some
of the children showed their TC and Birth certificate.

CHILDLINE found that about 30 Children in the age group of 5-15 were brought from
Ahmedabad, Gujarat on the Tirunelveli-Hapa Express that arrived at the Calicut city Railway
station. Among the 30 children, there were 22 girls and 8 boys between the age group of five and
fifteen. The Police handed over all the children to CHILDLINE. CHILDLINE team took the
children to CHILDLINE centre with the Police help.

News spreads

The news on CHILDLINE rescue spread throughout the state. It received calls from many
Journalist, Social Welfare Department, Higher officers, Social workers and parents, Social
activists. Children were given counseling and team member collect the name, address and further
details from the children at the part of documentation.

Restoration of Children

CHILDLINE contacted CWC and informed about the case and produced children to the CWC
member. CWC member directed to arrange temporary shelter in Government Children's Home,
Calicut .

On the next day CWC sitting was held at Children's Home, Calicut . CWC collected the
statement from the Children and asked CHILDLINE to handover five children to their parents.
25 children were shifted to an orphanage at Wayanad District on temporary bases. The CWC
also ordered a preliminary enquiry for probation officer and local Police.

The case has received very good media support and the stories on the rescue were well covered
in The Hindu, Malayala Manorama daily, Indian Express and Kaumudi daily. The follow-up by
the police is still going on and five of the children are living with the parents and other twenty
five are in the orphanage. CHILDLINE is in contact with the ChILDREAN

EVENTS :

 Kids find a new Dost in Vodafone

Mumbai. March 18, 2010, the Vodafone Corporate Office Terrace looked like it has
undergone a makeover. A tent was set to slot in employee/volunteers for the day, dressed in
Vodafone red T-shirts, CHILDLINE Team along with children from Yuva, Hamara Foundation
and CHILDLINE Intervention Unit's shelters . It was mid morning, and the summer sun was
bright, highlighting the enthusiasm and zest of the people standing at the terrace.

CHILDLINE had organized an outreach programme in association with Vodafone employees to

spread awareness about Child Protection.

Call 1098 from your home, from your office, from any part of the city and if it isn't working, let
us know by email .
Sikha Grover, Senior Manager, Resource and Mobilization, CHILDLINE India Foundation
(CIF), briefed around 100 Vodafone employees about the organization and the task at hand. The
briefing included an introduction to the outreach programme, its objective, conduct and methods.

After briefing, the gathering split into three groups. Each group had CHILDLINE team members
also, to assist them. The groups spread out to three different locations: Lower Parel Station, J. K.
Marg and Mahalaxmi Signal.

They set about distributing fliers, sticking stickers and posters in small shops as they spoke to the
owners, dialing in to 1098 from phone booths to make sure the numbers connected, urging
people to save the number 1098 into their phones and to call whenever they saw a child in
distress.
The effect was such that the whole area was buzzing with questions about 1098. Some
volunteer's enthusiasm also took them to a nearby Radio: Red FM's office and do a spontaneous
awareness live on air. It also resulted in three cases of children in distress being reported while
on outreach.
CONCLUSION:

Marketing professionals rely heavily on communicating with outside groups, or publics, in

conducting marketing activities. A nonprofit organization becomes better known, helps others
understand its mission, and influences public attitudes toward it through marketing activities like
publicity, public relations, advertising, or special events.

Nonprofit marketing professionals recruit volunteers, board members, and other supporters
through communication vehicles like public service announcements, flyers posted in public
spaces, and personal recruitment appeals. Funding is attracted through communication vehicles
like the nonprofit’s website, direct mail, telephone soliciting, e-mail appeals, and interpersonal
contacts. Nonprofit administrators are responding to many of their challenges by becoming
marketing oriented. They are adopting a marketing perspective and applying marketing
tactics to their communication activities, attracting funding, recruiting volunteers, and
managing relations with individuals and publics outside the organization.
BIBILIOGRAPHY
 www.google.com
 wikepedia
 www.about.com
 www.barandchannel.com