Can you use Strategic Communication to create a fundraising campaign that generates awareness and funds for your cause?
Context
Family Planning Association of India, one of the country’s leading nonprofits working in the area of Family Planning and Sexual & Reproductive Health were keen to explore ‘retail funding’, given the dwindling institutional funds in the FP/SRH sector.
Challenge
Sexual and Reproductive Health as a subject is a sensitive topic, is considered taboo and unpopular with retail donors.
Insight
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Arriving upon a powerful campaign theme that stayed true to the organization and would also appeal to retail donors - ADOLESCENT GIRLS!
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To capitalize on the under-leveraged Fundraising Potential of the organization for a highly successful fundraising campaign - 18 states, 40 branches and each of them an underlying potential to fundraise!
Solution
A 4 pronged strategy for retail funding:
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Core Communication - messaging and fundraising tools
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Building Systems & Capacities to fundraise effectively
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An Integrated Fundraising Campaign ready for implementation
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In built Rewards & Recognition for continuous fundraising efforts
Media
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A strong pitch for the retail donor year on year throughout the campaign journey
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Communication toolkits to support fundraising
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Design and user manual for campaign materials and collaterals
Method
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Celebrity appeals and partnerships
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Targeted Corporate engagement
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Capacity Building of selected fundraisers
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Year on year systemic enhancements to increase fundraiser participation
Dissemination
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A donor servicing system to track and report to donors
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Active use of Social media
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Tata Mumbai Marathon integration (leveraged an existing powerful platform for raising funds)
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Awards to star performers, year on year, building sustainability into the program
Impact
An annual fundraising property that brings 40 branches across 18 states together as one single unit
Created a reliable and sustainable funding source yielding benefits for 7 years in a row
A 2X increase in annual funds raised between Year 1 & Year 3, that increased to 6X by Year 6
Greater awareness about FPA India and its causes among retail donors at large
Resources
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Tata Mumbai Marathon Coffee Table Book : A visually appealing compilation of the impact of the Tata Mumbai Marathon (TMM) in supporting FPA India's social causes, highlighting key milestones, participation, and community engagement over the years.