Proposal of Charitable Foundation Project

Prepared by Autograf Communications

Contents

Goals & Objectives for Autograf Communications Background research Conclusions from the Background Research The Charitable Foundation

The Structure of the Charitable Foundation Organizational Identity & Managerial Policy

Promotion of the Charitable Foundation Fund Raising Programs

Ideas for Fund Raising Programs Target Audience Targeting the Primary Groups of Audience

Next Steps

Goals & Objectives for Autograf

Communications Set up a nonprofit organization for charitable purposes

Legally establish the Charitable Foundation that seeks to help indigent sectors of population in Ukraine

Create organizational identity, policy of its activity as well as managerial and communications strategies

Hire a Manager to take on administrative and representative responsibilities of the Charitable Foundation

Develop fund raising program Elaborate sponsorship proposals Make up a database of prospective sponsors

Provide communications, marketing and organizational support to the Foundation and its initiatives

Background Research*

There are about 700 charitable organization in Ukraine Major spheres of their activity are the following:

Social Protection – 69% Health Care – 49% Education & Human Rights – 48% (each) Development of Culture – 40% Democratic Reforms – 31%

The most popular foundations are: “Ukraine 3000” (patronized by Kateryna Yuschenko) “Vidrodzhennya” Foundation “Children of Chornobyl” Foundation of Renat Akhmetov Foundation of Victor Pinchuk

There is a public organization “Meet your Dream” (patronized by Yevgenia & Sean Karr) http://mriy.org/en/ The major activity of the organization is to make Children’s dreams come

true. The organization was established in 2007 It is famous with its charitable music festivals “Meet you Dream”

*All numbers that are given in Background Research Section are taken from Sociological research conducted by the Ukrainian Forum of Philanthropists in 2008http://www.ufb.org.ua/library

Background Research

Social Sectors that Get Help from Charitable Organizations

45%

25%

3%

7%

8%

8%4% Socially unprotected sector &

people of pension age

Orphans& deprived of perantialwarship

Children of orphanages

Drug eddicts, alkoholics andtheir families

HIV positives

Families with many children&unfortunate

Unmarried mother

As it is seen from the graph some social sectors that require help do not get it.

They are the following: •children with physical disabilities •children with life threatening diseases •students •talented children, etc.

Background Research

Activities %Consulting 71

Charitable events (charitable concerts, fairs, auctions, tele&radio marathons) 66

Development & production of informational and educational materials 57

Monitoring & evaluation 57

Lobbying 57

Education 54

Research 46

Social support 46

Social, medical, psychological reabilitation 44

Technical support of health care, educational, social organizations 31

Support of informational resources and consultancies 26

Internship 26

Legal initiatives 21

Political research 16

The figures show that the most popular activities of charitable organizations are consulting and charitable events

Background Research

Sourses of Financial Support

63

53

65

20

6

0 10 20 30 40 50 60 70

1

Commercial activity of anorganization

State budget

Help from individuals

Sponsorship from commercialorganization

Grants from InternationalOrganizations

The data given in the graph shows the most profitable source of fundraising are commercial organizations and grants from International Organizations.

This will help elaborate fundraising program for the Charitable Organization

Conclusions from the Background

Research Taken into consideration the date received from the secondary research we

can come to the following conclusions that effect the concept of Charitable Foundation: The Foundation should direct its activity to help of children with physical

disabilities and life threatening diseases since there is no evidence that any other Foundation provides similar help.

As there is a public organization that makes children’s dreams come true, there is no sense to replicate the activity. The Foundation is to seek for another opportunity to help children. This opportunity will position the Foundation and help to differentiate among others that help children.

Among the activities that charitable organization undertake charitable events are the most popular that make these initiatives less noticeable and valuable both for the publics and mass media that do not want to cover festivals and other mass events from issue to issue. Here it is important to consider that coverage in media is the driving factor that force commercial organization donate and help charitable foundations. So the Foundation is to direct its actions on the less popular activities among Foundations such as education and internship.

To gain positive image and popularity among prospective sponsors the Foundation is to conduct mass initiatives aimed at education of the public or internship & education of children. Examples,

1. Charitable Program for Talented Children with physical disabilities and life threatening diseases

2. Social Educational Program of a Disease Prevention (for example, infantile cerebral paralysis)

The Charitable Foundation

The Foundation is an All-Ukrainian nonprofit public corporation organized for charitable purposes and designed to provide material and psychological support to children with physical disabilities and/or life threatening diseases primarily by fulfillment of their health care or educational needs

The organization leads its activity in the sphere of Social Protection and Education (or Health Care) Education & Human Rights

There are the following activities the Foundation undertakes Education & Internship Development & Production of informational and educational

materials Charitable events (?)

The Structure of the Charitable Foundation

Supervisory Board

Management Board

Executive Manager (Director)

Members to the Board are to be elected from representatives of commercial organizations or individuals interested in participation in the initiative

The executive manager is to be hired

Team of VolunteersVolunteers can be found in various Universities through Departments that support students

Organizational Identity &

Managerial Policy The organization’s identity is to be designed in accordance with the

concept chosen for the Foundation Name, logo, slogan Mission Vision Principles of activity Code of Conduct (optional) Web site

Managerial Policy is to be developed to secure the most effective operations of the Foundation i.e. target the goals of the organization Define goals & objectives of the Foundation’s activity Develop directions of activities of the Foundation Outline strategic partners that can be supportive to the initiative (both

organizations and individuals) Elaborate necessary budget for the Foundation to be successfully operate Prepare fundraising program to effectively reach objectives of the Foundation Develop a program of the Foundation’s promotion & marketing Identify possible opportunities for the Foundation development

Promotion of the Charitable Foundation

As the Charitable Foundation is a start up, it is not popular on the “charitable market” and does not have either positive image or properly shaped reputation the best ways to promote it areDevelop a web site, which is expected to be our major

communication tool for the FoundationPromotional plan for the web site ( ad words, yandex, google,

etc.)Cross linking and banners exchange

Successfully implement the first charitable program. It will help develop the Foundation in future as well as create desirable reputation and ease (attract) sponsors and donors

Fund Raising Programs

Taking into account that the Foundation does not have any Authorized Capital and does not provide any commercial activity the Fundraising activity is the key source where the organization can get any funding for its social and charitable initiatives

Fund raising activity can be of different types: Grants from International (local) organizations Sponsorships from commercial organizations Donations from individuals Partnership with organizations that can help in seeking

funds Charitable events:

Concerts Theater performances Art auctions

Ideas for Fund Raising Programs

1. The Charitable Foundation is a nonprofit organization designed to provide educational support to talented children with physical disabilities and life threatening diseases preliminary by financing their education or secure related internship in the Ukrainian educational institution

2. The Charitable Foundation is a nonprofit organization designed to provide informational (educational) support to the public to provide awareness among parents how to prevent a child’s disease (for example, infantile cerebral paralysis)

Target Audience

Primary audience Children with physical disabilities

and life threatening diseases that have talents in drawing, music, sculpting, etc.

Aged of 5-16 Children from orphans or poor

families Parents that have such children

Secondary audience Commercial organizations Individuals who can donate Celebrities (artists, musicians,

designers) Partners

Governmental Authorities Educational Institutions Art organizations (galleries,

museums, libraries, etc) Mediators

Mass media Celebrities Charitable associations

Primary audience Young families that plan to have

babies Young women from 18-35 that plan

to have babies Families of young women from 18-

35 Secondary audience

Families that have children with such disabilities

Children with such disabilities Young successful people who have

such disabilities Sponsors

Commercial organizations Individuals who can donate

Partners Governmental Authorities Health Care Institutions

Mediators Mass media Celebrities Charitable associations

Target audience for the concept 1 Target audience for the concept 2

Targeting the Primary Groups

of Audience

Proactive Orphanages Schools Charitable Associations Web sites with

announcements to get help

Reactive Web site of the

Foundation Direct contacts of target

families the Foundation

Targeting for the concept 1 Targeting for the concept 2

Direct Special web sites for

young & future mothers Special web sites for

women Policlinics Hospitals Kindergartens

Indirect Outdoor advertising

Big boardsCity lights, etc

Media programs

Next Steps

Develop the Charitable Organization Legally establish the

organization Design & create

Foundation’s name Logo, slogan Mission Vision Principles of activity Code of conduct

(optional) Web site design &

content Hire an Executive

Manager

Raise Funds for Programs Develop a social charitable program

as the first initiative of the Foundation

Goals & Objectives Strategy Tactics Budget Methods of effectiveness evaluation

Sketch the roadmap for all activities

Identify sponsorship opportunities for commercial organizations

Make up a database of potential sponsors and donors

Make up a database for potential partners

Make up a database for potential media partners

Autograf Communications

If you want to get into the focus?Let’s work together*!