Dignity Foundation

Dedicated to the cause

of serving the elderly

Genesis Institute of
Business Management
July 7th, 2010
Two fold objective

1. Provide community services and life

enriching benefits to the 50+
2. Lobby with the government to make elder
friendly policies
Opportunities

 Large universe, 8 lakh 50+ in Pune

 No concerted support from Government and very

few NGOs work with elders.

 Dignity Foundation is the only organisation which

provides such a wide range of services and benefits

 Very affordable. Less than Rs.50/- per month

Getting members, critical

 Reach out to as many seniors with services

– Become self sustaining
 Advocacy
– Need to represent seniors to be taken seriously
by the government
Approaches used

 Dignity Donor Privilege Programme

– Become a donor, enjoy benefits
 Be a champion of social change
– Join the cause, enjoy benefits
Dignity Donor Privilege Programme

 A bouquet of 10+ services, benefits,

opportunities for the 50+
 Become a member, enjoy the benefits
 Also support the cause
 1. Deals and Discounts
Save over Rs 7000/-per year

Discounts in over 75 outlets in Pune!

 Hospitals, Diagnostics,
Medical shops

 Spectacles, Hearing aid, Ortho

aid

 Gyms, fitness, yoga classes

 Hotels, tours and travels

2. Avail Financial Benefits

Customized Banking Services

ICICI Zero Balance Savings A/C
Get a Credit card linked with F.D.

Special Group Medical Insurance

Scheme
Entry upto 80 years
20% lower premium
Offer deleted from the package
3. Free Professional Counsel

 Legal advise
 Will making
 Financial advise
 Insurance advise
 Consumer Guidance
 Health Counselling
 4. Enjoy Chai Masti

 Stimulation, Music and Games

enjoyed over tea every evening
at the nearest DF Centre.

4 centres across
the city!
 5. Free subscription

Dignity Dialogue
 First magazine for the elderly
 Informative and entertaining
 72 page Monthly magazine in
full colour
 English and Hindi edition
 A platform for you to voice
your thoughts
6. Earning Opportunities

Second careers
 Re-employment after
retirement
 Consulting, paid and
volunteering opportunities

The Second Career Website

www.dignitysecondcareers.org
 7. 24x7 Helpline

 Crisis counselling over

the phone.
 Rescue services for
Elder Abuse.
 Companionship to the
Elderly.
Call 30439100
 Service scaled down
to work hours now
8. Invites to Special Events

 Dignity Film
Festival
Passionate Collections

 World Elders Day

 Passionate
Collections Meet

World Elders Day

Awards
9. Volunteer with Dignity

 Provide company to a
lonely elder

 Volunteer in marketing
activities and Helpline

 Get involved in
advocacy issues

 Special free Volunteer

training workshops to
get you geared
10. Call us for Information you can trust

Call us when you need important information you can

trust
– General information
– Medical & Medicines
– Special products
– Security information
– Concessions
11. International Affiliation

 Avail discounts when you

travel to USA, Denmark,
Canada, Netherlands, Italy
 Support Us

Join our cause, enjoy the services and help us to build

numbers… to do advocacy on your behalf

Enroll Now!
Rs 700/-per year (single)
Rs 1250/- per year (couple)
Results so far..

 DDPP
– Too many benefits to understand
– Donor word confusing
– No emotional connect
Champion social change

 Become a champion of social change

You are fortunate. Help others, Help the cause
 Improve your quality of life by using the
community services and life enriching
benefits
Community Services

 Elder Helpline
 Information service
 Legal and financial counselling
 Earning opportunities
 Loneliness mitigation
 Rescue services (elder abuse)
 Ration services
 Dementia Day Care
 Locality civic service
 Homes for the aged*
Life Enriching Benefits

 Special invites to events: Film Festival, Passionate collections

 5-20% discounts on medicine, diagnostic services, hospitals,
doctors, opticians, hearing aid, orthopedic aids
 10-30% discounts on travel, lifestyle products
 Financial products: Debit/Credit card, zero balance account
from ICICI
 Fun evening at Chai Masti
 Discounts while traveling abroad
Results so far..

 Social Change
– Lukewarm response
Membership Challenges
 Family values, joint family system, children staying at home
diminishes need
‘Only people whose children don’t look after them, join such
organisations. My kids are good and look after me’
 Loss of face within larger family and society if there is a need to
reach out- lots of closet abuse cases- even second careers
‘If I join, then everyone will think that my children don’t look after
me well’
 Dignity Foundation = Old Age home
 Too hi-fi. Only talk in English
Membership Challenges

 Expect services from not-for-profit

organisations free of cost - accusations of
commercialization

 Funds for creating awareness

Membership trends
 Seniors over 65, retired from work who are in most
need of the services on offer

 Empty nesters single or with partner

 Retired from regular employment

 Primarily self-bought as of now

 Mostly for one year versus 3/5 year membership

Membership drivers

 Financial, health and emotional insecurity

for beneficiaries

 Guilt and love for Gifters

Target Prospects

Beneficiaries ( Individual/couples)

 Seniors who are 50+ ( especially 60/65+)

- who have immediate need of services on offer

- who foresee the need of such services
New Approach

 Dignity Advantage
Being 50+ can mean different things to different
people.
Many goals are achieved by then

 Careers reach their high

 Children’s careers are on track
 Children are married
 Investments are made
 Most have bought a home
 According to Indian tradition, most duties are
fulfilled
 There is little left to do
On the contrary

It just takes a moment to shift that perspective

and realise that…
Now is the time to look at yourself
A time to...

 Feel free and shift focus from erstwhile

responsibilities to… oneself
 Sit back and relax, spend time with yourself
 Be with family
 Enjoy good health, heal oneself
 Work for one’s joy
 Discover oneself
A TIME TO… SHINE
What is ‘Time to Shine’?

 It is looking at the brighter side of life at 50+

 It is about enriching one’s life with the best of
opportunities
 It is about making the most of all the services
available
 It is about being optimistic about one’s life
 It is about looking forward to a bright future
 New Approach

 Dignity Advantage – Time to Shine

Key Benefits

Life enrichment benefits

 Dignity dialogue
 Special events
 Get more for your money through discounts
 Fun at Chai Masti
 Special offers from ICICI Bank
 Benefits while traveling abroad

Community services (open to non-members too) Helpline,

professional counselling, second careers

Volunteering, Being part of advocacy efforts

Pitch according to the person

 Talk and sell discounts (200 in Pune) for

value conscious elders
 Pitch it as ‘do something for yourself’ to the
others who we can’t sell discounts (Armed
forces, financially comfortable)
Pune Member profile

 33% Maharashtrians
 66% Non-Maharashtrians
 90% one year membership
 Pune: Age Profile

Age Profile

60

40
Female %
%

20 Male %

0
50-55 56-60 61-65 66-70 71-75 76-80 81-85 86-90 91-95
Female % 11 16 17 21 19 10 4 1 1
Male % 10 12 16 18 14 15 12 2 1
Age band
Modalities

 Form fully filled

 2 photographs (stamp size preferred) of self
and spouse in case of couple membership
 Cheque in the name of ‘Dignity Foundation’
 Receipt will be sent by us with 80G
exemption
 Welcome kit will be sent from Bombay in 21
days
Tips

 Parks, Walking paths, Housing societies,

places of worship, laughter clubs, yoga
classes, art of living classes, clubs/classes
 Go with proper permission
 Closure takes more than one visit
 Same place, same time works
 Don’t bluff if you don’t know. Find out and call
him/her back.
Tips

 Do what you promised

 Invite them to the office
 Be genuine
Areas

Area 1 (Team 2) Hadapsar, Fursungi, Magarpatta

Area 2 (Team 1) Viman nagar, Kalyani nagar, Mundhava

Area 3 (Team 8) Koregaon Park, Bund Garden, Yerawda

Area 4 (Team 3) Lulla nagar, Bibwewadi, Saras Baug

Area 5 (Team 9) Kondwa, NIBM road, Mohammadwadi

Area 6 (Team 6) Swargate, Satara road, Market Yard

Area 7 (Team 7) Wanavdi(Wanowarie), Fatima nagar, Ghorpadi

Area 8 (Team 4) Camp, Salisbury Park, Modi Colony, Shivaji Nagar

Area 9 (Team 5) Shankar Sheth, Guru Nanak nagar, Rasta Peth

Frequently asked questions
 When was DF established?
– 1995 by Dr. Sheilu Sreenivasan
 When did DF come to Pune?
- Opened its services in Jan 2010
 What is the difference between DF and other SZ
Associations
– We are run by professionals
– We provide professional services
 Where does DF get its funds?
– Membership, Donations, Corporate sponsorship,
Subscription to the magazine, Advertising on magazine
Frequently asked questions

 What is ICICI Prudential’s Role?

– ICICI Pru has provided the seed capital for Dignity
Advantage
– They believe in Productive Ageing
 How many members do you have?
– 300+ and the list is growing
 How many tie-ups do you have?
– Close to 200 in Pune
Frequently asked questions

How many branches does DF have

- Bombay, Bangalore, Kolkata, Chennai, Pune,
Goa (recent)
Credibility of the NGO
- 15 years of publicly recognised work
- Registered with the Charity Commision, Mumbai
- 80G exemption available
- AARP association
Frequently Asked Questions

 How many staff in Pune?

– 12 professionals
 Where are the Chai Masti Centres in Pune
– Sneh Paradise club house, Near MIT college,
Kothrud. 4-6pm, Mon-Fri
– 3 more in the offing
 Second Career Placements
– 5 SZ placed so far
Frequently Asked Questions

 Events done so far

– Musical show by Usha Uthup and Sami sisters:
Jan 2010
– 5 day Film Festival in April
– World elders day celebration in October
– Passionate Collection exhibition in Dec
Frequently asked questions

 Info on shelter
www.dignitylifestyle.org
 Other Projects
– Dementia Day Care
– Dignity on wheels
– Ration to poor
– Dignity civic service
– Free Health camps
– ID cards
– Free computer Classes
Pune chapter

Savio villa
78/4, Divya nagar,
Near Jambulkar chowk, Wanawadi
Pune 411040, Phone: 30439190
dignitypune@gmail.com
www.dignityfoundation.com
Chandrakant - 9850547121
Key Notes

• PPT – on the website notice board

• Visit Dignity Foundation, Chai Masti Centre,
Dignity Foundation website
• Meeting Tips
• Authority letter
• Formalities / forms
• Other Services
Key Notes

• Rules
• Marks / Weightage
• Targets
• Team leader for all communication