Nurturing Partnership for Developing Sustainable CSO’s, IIC, Delhi – 18 th, 19 th Feb 2010 Partnership with Individual Sponsors* * T. K Mathew, CEO, Deepalaya

Nurturing Partnership for Developing Sustainable CSO’s, IIC, Delhi – 18th, 19th Feb 2010Partnership with Individual Sponsors*

* T. K Mathew, CEO, Deepalaya

Deepalaya began work on 16Deepalaya began work on 16 thth July 1979 July 1979 Until 1984, it had depended on individuals for donations to meet the deficit.Until 1984, it had depended on individuals for donations to meet the deficit. The support from Save the Children U.K (50), Aide-et-Action, France (50) The support from Save the Children U.K (50), Aide-et-Action, France (50)

came in with sponsorship through individuals as support.came in with sponsorship through individuals as support. Later Plan International came in with a large number of sponsors overtime Later Plan International came in with a large number of sponsors overtime

(7506).(7506). In 1990, Deepalaya launched its Fund Raising Program with first In 1990, Deepalaya launched its Fund Raising Program with first

sponsorship by an individual.sponsorship by an individual. While sponsorship is one of the tools to nurture individual partnership, there While sponsorship is one of the tools to nurture individual partnership, there

are other instruments of individual giving namely professional time, are other instruments of individual giving namely professional time, unattached cash donation, donation in kind etc and hence partnership with unattached cash donation, donation in kind etc and hence partnership with individuals take different models. However, this presentation is confined to individuals take different models. However, this presentation is confined to sponsorship as a tool for Individual Partnership.sponsorship as a tool for Individual Partnership.

Historical PerspectiveHistorical Perspective


* T. K Mathew, CEO, Deepalaya* Donor phase out with large sponsorship supported program

Growth in Deepalaya Sponsorship

Year Year Deepalaya own Deepalaya own Sponsorship Sponsorship (Cumulative)(Cumulative)

Partner Partner supported supported sponsorshipsponsorship

Cumulative Cumulative TotalTotal

19901990 11 67736773 67746774

19911991 66 79677967 79737973

19921992 78 78 ** 870870 948948

19931993 195195 850850 10451045

19941994 313313 820820 11331133

19951995 506506 800800 13061306

19961996 770770 796796 15661566

19971997 969969 790790 17591759

19981998 11471147 785785 19321932

19991999 14601460 19701970 34303430

20002000 16001600 19011901 35013501



Growth in Deepalaya Sponsorship contd..

Year Year Deepalaya own Deepalaya own Sponsorship Sponsorship (Cumulative)(Cumulative)

Partner supported Partner supported sponsorshipsponsorship

Cumulative TotalCumulative Total

20012001 17601760 13011301 30613061

20022002 18801880 20682068 39483948

20032003 20022002 28742874 48764876

20042004 20932093 18301830 39233923

20052005 25602560 16801680 42404240

20062006 28452845 16801680 45254525

20072007 32923292 27802780 60726072

20082008 32703270 27312731 60016001

20092009 41004100 27312731 68316831



Year wise funds raised from sponsorship enhancing sustainability

YearYear Individual sponsorshipIndividual sponsorship Agency sponsorshipAgency sponsorship

20012001 58971365897136 36232953623295

20022002 84719038471903 33124843312484

20032003 81420768142076 41262554126255

20042004 78216657821665 1036976410369764

20052005 73638737363873 54171095417109

20062006 71350877135087 68891836889183

20072007 76682297668229 1277132612771326

20082008 96546899654689 1225760812257608

20092009 1122959011229590 1280673812806738

Upto 31-1-10Upto 31-1-10 84760708476070 1178763711787637

TotalTotal 8186031881860318 8336139983361399



0

2

4

6

8

10

12

14

Millions

2001 2002 2003 2004 2005 2006 2007 2008 2009 Upto 31/1/10

Individualsponsorship

Agencysponsorship



Tools/Instrument to Raise & Retain SponsorshipTools/Instrument to Raise & Retain Sponsorship

Enquiries responded promptlyEnquiries responded promptly Information offered about sponsorship mechanism and choices Information offered about sponsorship mechanism and choices

available to take sponsoring decision.available to take sponsoring decision. On deciding, provide case history with photo wherein option for On deciding, provide case history with photo wherein option for

a normal child, girl child, handicapped child, street child, a normal child, girl child, handicapped child, street child, orphan etc. are given.orphan etc. are given.

Two term lettersTwo term letters one annual reportone annual report Greetings – Eg: Birthday/FestivalsGreetings – Eg: Birthday/Festivals Newsletter - quarterlyNewsletter - quarterly Annual ReportAnnual Report Invitation to events/functionsInvitation to events/functions Facilitate visits and interaction.Facilitate visits and interaction.



The above, communications at The above, communications at intervals with images give each intervals with images give each sponsor an idea of the clear sponsor an idea of the clear progress the child is making, progress the child is making, happenings at the child’s family, happenings at the child’s family, happenings in Deepalaya, the overall happenings in Deepalaya, the overall performance of Deepalaya, the performance of Deepalaya, the financial picture, events and financial picture, events and celebrations and would enlighten celebrations and would enlighten the sponsor as to how his the sponsor as to how his contribution is used, accounted for contribution is used, accounted for and reported. A transparent and reported. A transparent communication would build long communication would build long term partnership.term partnership.



Agencies provided sponsorship based support which required individual partnership

Save the children, UKSave the children, UK Aide-et-ActionAide-et-Action Plan InternationalPlan International Edukans FoundationEdukans Foundation OriflameOriflame ColvettaColvetta Give IndiaGive India Dewan FoundationDewan Foundation AMC Target CorporationAMC Target Corporation



Retaining Sponsors in Partnership

Prompt responses to the sponsor’s queriesPrompt responses to the sponsor’s queries Prompt acknowledgement to sponsorsPrompt acknowledgement to sponsors Regular updates to sponsor about happenings in DeepalayaRegular updates to sponsor about happenings in Deepalaya Timely intimation of sponsors about the achievements of their Timely intimation of sponsors about the achievements of their

sponsored children (participation in any program, won any prizes sponsored children (participation in any program, won any prizes & participation in competitions etc.)& participation in competitions etc.)

Term letter Activity (end of Academic year)Term letter Activity (end of Academic year) Greetings send to sponsors on their birthday with cards made by Greetings send to sponsors on their birthday with cards made by

their own sponsored children.their own sponsored children. Facilitate Sponsor’s visit to their sponsored children.Facilitate Sponsor’s visit to their sponsored children. Regular telecallingRegular telecalling Advance intimation of renewal due date through appeal Advance intimation of renewal due date through appeal

letters/emailletters/email



Sponsorship of a child in a recognized/affiliated school - Sponsorship of a child in a recognized/affiliated school - Rs.15,000Rs.15,000

Integrated sponsorship – Rs.7,500Integrated sponsorship – Rs.7,500 Educate a child – Rs.4500Educate a child – Rs.4500 Non formal-tuition to a child – Rs.2500Non formal-tuition to a child – Rs.2500 Girl child sponsorship – Rs.7500Girl child sponsorship – Rs.7500 Sponsorship of disabled – Rs.7500Sponsorship of disabled – Rs.7500 Sponsorship of street/working children – Rs.10,000Sponsorship of street/working children – Rs.10,000 Project sponsorship – Rs.9000Project sponsorship – Rs.9000 Perpetual sponsorship – Rs.60,000Perpetual sponsorship – Rs.60,000 Institutional Care for runaways – Rs.20,000Institutional Care for runaways – Rs.20,000

In the process of marketing “sponsorship” as a product, In the process of marketing “sponsorship” as a product, different options are offered to the sponsordifferent options are offered to the sponsor



Lessons learnt from SponsorshipLessons learnt from Sponsorship

People give preference to girl children than boys for People give preference to girl children than boys for sponsorship.sponsorship.

Individuals are more interested in taking individual Individuals are more interested in taking individual sponsorships.sponsorships.

Sponsors are emotionally attached with their sponsored Sponsors are emotionally attached with their sponsored children. They are keenly interested to know the regular update children. They are keenly interested to know the regular update about their sponsored children, sending gifts, sending letters & about their sponsored children, sending gifts, sending letters & remembering their birthdays and sending birthday gifts etc. remembering their birthdays and sending birthday gifts etc. Mainly foreign sponsors are very much interested in all these Mainly foreign sponsors are very much interested in all these things.things.

Sponsorship as a product is a marketing tool, sponsorship Sponsorship as a product is a marketing tool, sponsorship offers diverse choices. Sponsorship kindle satisfaction due to offers diverse choices. Sponsorship kindle satisfaction due to prompt communication sponsorship if applied transparently prompt communication sponsorship if applied transparently build relationship.build relationship.



ConclusionConclusion

Nurtured individual sponsorship foster PartnershipNurtured individual sponsorship foster Partnership Professionally Managed, it become a Tool for Sustainability.Professionally Managed, it become a Tool for Sustainability. Cumulative Data demonstrated the success of Individual Cumulative Data demonstrated the success of Individual

partnership by Sponsorshippartnership by Sponsorship Resource raised proved self relianceResource raised proved self reliance Sustainable Individual PartnershipSustainable Individual Partnership Individual sponsorship as a Marketing Tool Nurtures self Individual sponsorship as a Marketing Tool Nurtures self

reliant CSO’sreliant CSO’s

Documents

Nurturing Partnership for Developing Sustainable CSO’s, IIC, Delhi – 18 th, 19 th Feb 2010 Partnership with Individual Sponsors* * T. K Mathew, CEO, Deepalaya