proposed business plan for an active marketing \u0026 fundraising strategy unrwa

$: PROPOSED BUSINESS PLAN FOR An Active Marketing \u0026 Fundraising Strategy UNRWA$
- Integrated marketing strategy

- Sustainable Revenue Model

- Innovative Funding Resources

Presented by:

ZAKARIYA MUHAMMAD MOUAWAD

Architect Team Leader, Design Unit, UNRWA | Northern

Management Unit | Lebanon

October 2014

PROPOSED BUSINESS PLAN FOR

An Active Marketing & Fundraising Strategy UNRWA

Proposed Business Plan For Marketing & Fundraising Department in UNRWA

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Introduction UNRWA is of great importance and value for Palestinian refugees help to change their life for better; but there is a problem: funding sources don’t satisfy its ambitions and always the budget deficit is obstacle to accomplish its obligations. Searching for sustainable funding resources and innovative fundraising tools should be one of UNRWA priorities nowadays. Mission -To enhance and broaden the individual, private sector and the national committees’ role. -To create a comprehensive fundraising strategy based on marketing approach. -To distinguish The target groups and work with it more effectively, taking into consideration the fact that commercial marketing and non-commercial marketing have a lot in common but at the same time have some essential distinctions. Marketing knowledge deployment (such as strategic planning, public relations and advertising) is very important for UNRWA and can be the key to the success.

Vision UNRWA, is a prototype for NGOs as an independent well funded organization, by developing sustainable resources in a professional manner and scientific methodology.


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Integrated Marketing Strategy

Diversification of the efforts

Diversify methods of donations and contributions

Diversify directions of donations and contributions

Diversify and innovate methods of marketing

and advertising

Diversify target groups (donors/volunteer– actual / potential )

1-Sustained campaigns

2-Intensive campaigns 3-Special events

1-cash/kind donation

2-moral contribution

3-provide jobs/training

courses/….etc

-To a specific project/ to a

project under construction

/to a specific service or

activity /- Directly to

UNRWA’s administration

- To a specific studies, searches or ideas

To take advantage of all the media available/ social networks sites / global media stations and use it as an official sponsor.

-Permanent presence in conferences and seminars

for private and public

organizations, political

parties.

Individual/-Businessmen/-Institutions and foundations of civil work, Political parties and groups, Private sector, Organizations, Foundations, Governments.


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Integrated Marketing Strategy Diversification of the efforts 1 -Sustained campaigns: continuity and regularity throughout the year. 2 -Intensive campaigns : during specific periods of the year where people are more willing to contribute in charity and giving works, such as the month of Ramadan and Christmas and times of natural disasters. 3 -Special events: exhibitions, charity markets, concerts, religious events and national days….etc. Diversify methods of donations and contributions

- Cash donations (bank account, online fundraising, SMS, lottery, and charity Auctions…etc) - Kind donations (food, clothes, medicine, stationery, electrical appliances, Building materials,…..etc) - Moral contributions (Friday speech – Sermon Sunday- parties & social- clubs seminars - Educational curriculum……….etc) - Provide job opportunities - Provide scholarships, training courses……….etc - Provide scientific expertise and researches - Contributions by sponsoring UNRWA’s activities.

Diversify directions of donations and contributions - Directly to UNRWA’s administration. - To a specific running project. - To a project under construction. - To a specific service or activity. - To a specific studies, searches or ideas. - To a specific humanitarian case. Diversify and innovate methods of marketing and advertising -To take advantage of all the media available: - TV channels, radio, newspapers, press conferences…..etc to publicize and disseminate the


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goals and principles of the UNRWA and reach potential donors and volunteers. - Mails, electronic mails, word of mouth, phone calls, cellular SMS’. - To take advantage of all social networks sites ( Facebook page, Twitter , LinkedIn, Google Plus, MySpace, Tagged,....etc ) to create social network and online fundraising secured system as internet became a wonderful environment to inform people, raise awareness on campaigns. - Targeting global media stations and use it as an official sponsor for UNRWA’s projects and can customize each media organization for specific projects such as : -

o Al Jazeera channels to sponsor health care and sports activities. o Rotana channels: sponsor of artistic activities. o Dubai Media City Channels: sponsor of cultural and educational activities.

- Permanent presence in conferences and seminars for private and public international organizations, political parties and social international clubs (Rotary - Lions ... etc.) interested in human rights and in particular the Palestinian issue. Diversify target groups(donors/volunteers – actual / potential ) 1-Individuals:-

Individuals give NGOs more funds than donors,says a recent report done by UK Think-Tank Development Initiatives (DI),but the volatile nature of the private funding base , particularly in periods of economic downturns, worries some NGO fundraisers,51% of humanitarian funding for 114 NGOs studied comes from individuals. As a result, an NGO such as Médecins Sans Frontiéres (MSF)-France which spent $81 million of French private citizens’ money on humanitarian crises in 2006, compared to $48 million spent by the French government. 2-Businessmen:- Invite businessmen to sponsor UNRWA’s projects and encourage them by Granting of honorary titles and positions or naming the project on their names.


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3-Institutions and foundations of civil work:- This is an inventory of all institutions of civil work, associations, clubs, charities and so on a local scale, regionally and globally with the classification and identification of projects appropriate for both of them according to their goals and visions. 3-Political parties and groups:- Inventory of all regional and international parties interested in the Palestinian issue and communicate with them to shed light on the economic problems of the Palestinian refugees and ways to support them whether through UNRWA or direct support with guidance of UNRWA.

4-Governments:- -First, Host Governments (Lebanon - Jordan - Syria) Where similar economic and social conditions of those states can then unify the UNRWA's strategy in dealing with them to adopt a strategy of mutual benefits, To clarify the importance of providing job opportunities for Palestinians residents to reduce crime rates and political tensions that always depend on the existence of high unemployment youth easily magnetized to implement their plans of sabotage :-

o Those governments importing cheap labor for special professions from countries such as India, Sri Lanka, Bangladesh, Ethiopia,.etc UNRWA identify those jobs and careers with the government and agreed to bring Palestinian employment after their courses and specialized training , prepared by UNRWA so tutorials ranging between 3 months and 9 months ( driver - gas station labor - cleaner - maids - babysitter - gardener ... etc) and then Once a person's success in this course is set in the job and UNRWA to pay him the subsidy (average $ 100 monthly ) to reach the average income without losing the competition with the other nationalities – but this monthly payment from UNRWA will be conditioned with - regularity and efficiency factor at work - And thus UNRWA will be able to provide jobs at a cost of yearly around 1200 dollars / job opportunity.


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-Second, Arab Governments Dealing with Arab governments should be based on the same strategy of mutual benefits , this strategy changes as the political scene changes - for example, now the political scene in the Arab world influenced by the so-called Arab Spring revolutions- the governments of the Arabian Gulf now may be more willing to contribute to the support of the Palestinian people - as a kind of gain the Arab street satisfaction - as opposed to the period after the Gulf War , where the willing was to get the satisfaction of the European and American street, no doubt UNRWA is an humanitarian organization is far from political issues, just fundraising strategy should be based on political vision to ensure the success of marketing efforts. -Third, International Governments The same strategy - mutual benefits - but the approach is different - where the so-called - the fight against terrorism - overwhelm the political scene in most international regulations and then dry up the sources of terrorism by achieving a minimum level of provision of livelihood and life of the Palestinian people and to work for Palestinian youth would be a strong motive for international governments to participate. 5-Private sector:- Must distinguish here between a family business owned by the person and his family and shareholding companies such as insurance companies , banks and public companies , it is recognized in the Arab world that the family business or individual has a lion's share of charitable contributions and are considered the most important tributaries of Finance to charity , while the shareholding companies is considered its role is very weak in supporting Arab charity work with the knowledge that the capital of these companies is very large compared with the family business , and that what distinguishes the West is relying on big corporations to support charitable activity , and is required to intensify efforts on those institutions and corporations to persuade and convince the Board of Directors, , thereby implicitly we have substantial financial resources and this requires thinking in the development of motivational systems to


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attract and activate this sector participation and gain confidence by following these steps : -

A. Preparation of integrated projects coupled with feasibility studies economic, social and submitted to institutions and private sector companies to provide funding and support for these projects, even in stages and gradually, cash or kind support.

B. Involving the private sector in the opinion and advice and taking his proposals in the selection of projects, which makes it a sponsor and an associate of the ideas put forward.

C. Adopt a policy of transparency and accountability to inform companies and shareholders with the results of their financed projects.

7-International organizations:- International funding sources consider the main sources of UNRWA, but it is limited to few organizations and countries, so we have to plan a strategy to expand the circle of donors and activate the performance of international organizations with weak interaction in spite of their political status, which requires the attention to the issue of Palestinian refugees, such as the Arab League, the Organization of the Islamic Conference, the Organization of non-Aligned Movement and the Organization of African nations.

. Sustainable Funding Resources

1-Zakat : Is the practice of charitable giving by Muslims based on accumulated wealth, and is obligatory for all who are able to do so. It is considered to be a personal responsibility for Muslims to ease economic hardship for others and eliminate inequality. Conservative estimates of annual zakat are estimated to be 15 times global humanitarian aid contributions. The estimated 2.5% of the money that In the possession of a person for a year to be given for poor , there is Zakat on planting , livestock and gold - the role of the suggested administration is to deal with the Dar Al-Fatwa


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in the Arab and the Islamic countries to announce Fatwa clarify the eligibility of Palestinian refugees to obtain the Zakat and hence UNRWA for funding its development projects. 2.ALMS : Come in second place after Zakat in terms of importance in the Islamic finance charitable work There is a lot of penance and vows directed by people Optionally for God Almighty by the participation of humanity in what is passing through the tribulations and disasters. 3. Waqf : The term waqf literally means "confinement and prohibition" or causing a thing to stop or stand still. The legal meaning of Waqf , is the detention of specific thing in the ownership of waqf and the devoting of its profit or products "in charity of poor or other good objects” A waqf was used to keep money or property together in private hands; a pooling of wealth to maintain private ownership. It is a perpetual endowment that is free from tax. Waqf signifies the extinction of the waqif's ownership in the thing dedicated and detention of all the thing in the implied ownership of God, in such a manner that its profits may revert to or be applied "for the benefit of Mankind" in the Arab world , there are a lot of departments endowments here and there , but its role in maintaining the endowment and development of resources is almost less than the minimum , if not negative, Islamic and Christian waqf played a major role in supporting the Islamic philanthropy since hundreds years, and is rightly considered the primary tributary and regular income to charities , and therefore we should adopt a policy of endowment clearly defined in terms of the development of the financial endowment . There are two forms of endowments: the first , is that a particular person build a special waqf which its revenue split between the poor of his family and the rest to the community which is most common in the Arab world , and the second is that the charities and endowment foundations construct projects and sell it as shares to the public, the


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project shall be a moratorium contributor to charity , and this is what we should follow in our proposed department. Recent Gulf institutions have been funded, partially or totally, by endowments. Examples include the Abdul Latif Jameel Community Service Programs (established in2005), the Authority of World Endowment (established in 2000 by the Islamic Development Bank in Jeddah), and the Kuwait Association for Direct Aid (established in 1981).

January: - - Finalizing the new mission, vision, and department’s strategy. - Finalizing the organizational structure required. - Finalizing the job description for every post. - Starting the training and recruitment process. - Start talks with the Cooperation Council for the Arab States of

the Gulf to set up a representative office in one of GCC’s countries.

February:- - Establishing the representative office in one of the GCC’s

countries. - Starting interviews and employees selection. - Office furnishing. - Job placement procedures.

Mars - -An inventory with all the potentials available for the Cooperation Arab Gulf Council:-

1-Individuals: - the population is almost 50 millions, (30 million citizens, 20 million migrants) Most of them with a good income level.

2-Businessmen:-according to Forbes magazine there is 71 of the 100 world richest Arab persons for 2013 come from GCC countries.

3-Institutions and foundations of civil work:- - QATAR FOUNDATION

Executive Summary for the Department’s Assignments in its First Year


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- THE SUPREME COUNCIL FOR FAMILY AFFAIRS IN QATAR - ALWALEED BIN TALAL FOUNDATION - ABDUL LATEEF JAMEEL COMMUNITY SERVICES - THE KING FAISAL FOUNDATION - ARAB FUND FOR ECONOMIC & SOCIAL DEVELOPMENT - KUWAIT FUND FOR ARAB ECONOMIC DEVELOPMENT

- MOHAMMED BIN RASHID AL MAKTOUM FOUNDATION - KHALIFA BIN ZAYED AL NAHAYAN FOUNDATION - ABU DAHBI FUND FOR DEVELOPMENT…………etc

4-Private sector:- According to Forbes magazine for top 500 companies in the Arab world,373 companies come from GCC.

5-Islamic organizations in GCC:- - INTL. ISLAMIC RELIEF ORG. - INTL. UNION FOR MUSLIM SCHOLARS - SAUDI COUNCIL OF SENIOR SCHOLARS - ORGANISATION OF ISLAMIC COOPERATION - MUSLIM WORLD LEAGUE

6- Governments:- There is a clear contradiction between the Gulf governments’ claims to support philanthropy and their behavior that restricts the activities of civil societies, understandably due to international pressure. A salient consequence of the September 11th event is the so-called war on terrorism, Which led to severe restrictions on Gulf philanthropic institutions, because the United States government accused them of funding terrorist activities and supporting organizations it defined as terrorist. The seriousness of this accusation varied from one Gulf state to another. The Saudi philanthropic institutions were the main targets, followed by Kuwait’s institutions and the Islamic banks of the United Arab Emirates, and, to a lesser extent, Bahrain’s philanthropists. The Qatari and Omani governments have taken preventive procedures before any American accusations. The American administration urged the Gulf governments to issue laws restricting the activities of Gulf philanthropic institutions, and to supervise their administrative and financial activities carefully and closely. So a well reputable organization as UNRWA will be very helpful to solve this contradictions and complications, on the contrary its services help to


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diminish the crime rate between the Palestinian youth hence diminish the chances of be involved in terrorist actions.

7- Media, Internet and Telecommunication Companies:- - DUBAI MEDIA CITY channels, AL JAZEERA, MBC, ART,

ROTANA and national televisions channels.

- Telecommunication companies:- Etisalaat, DU (UAE), MTC (S.K.A), Zain (Kuwait), Q- Tel (Qatar), Batelco (Bahrain), Omantel (Oman). - DUBAI INTERNT CITY(DIC):- Dubai Internet City (DIC) is the Middle East and North Africa's largest ICT hub. Since the year 2000, DIC has successfully developed a prosperous ecosystem for technology organizations. DIC is home to Fortune 500 companies and multinationals, including global names such as Facebook and LinkedIn, as well as some of the region's most dynamic and successful technology SMEs and start-ups from all elements of the ICT value chain.

April - 1-First, obtain an official fatwa from every Islamic organizations in GCC (INTL. ISLAMIC RELIEF ORG., INTL. UNION FOR MUSLIM SCHOLARS,

SAUDI COUNCIL OF SENIOR SCHOLARS, ORGANISATION OF ISLAMIC

COOPERATION, MUSLIM WORLD LEAGUE) clarifying the eligibility for Palestine Refugees in the money of zakat and alms and entitlement paid to UNRWA to take over responsibility for the distribution and disposition of such assistance. 2-Second, reach an agreement with national banks of GCC to become official sponsors for UNRWA fundraising campaigns, to collect donations received for UNRWA whether through deposits or transactions or checks. 3-Third ,reach an agreement with telecommunications companies to become official sponsors for UNRWA mobile fundraising campaigns , donations via SMS allow donors to text in a short code and have a small donation tacked on to their wireless bill in one quick and easy motion. This new donation


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method appeals to a younger generation and can be enhanced with social media marketing.

May & June - 1-First, reach an agreement with Dubai Internet City to become official sponsors for UNRWA online fundraising campaigns and UNRWA social network sites:- -Online fundraising, online charity auction, online celebrity auction, online lottery for charity, online waqf, online sell-to-donate (turns the old/used stuff into charity donations). -UNRWA donors’ pages:-Facebook, Google+, MySpace, Twitter Tagged, hi5. 2-Second, establishing the websites required for online

fundraising and social media network with collaboration of

companies in Dubai Internet City.

3-Third, reach an agreement with the satellite media channels

to be the official sponsor of UNRWA propaganda campaigns for

fundraising and awareness-raising about Palestinian refugees

and the mission and responsibilities of UNRWA.

4-Fourth, start the production of publicity and promotional materials, audio-visual and written, with technical capabilities of the Dubai Media City and Public Information office (POI).

July (Holy month of Ramadan) Starting the first campaign

1- Launching an intensive propaganda campaign, through media Channels (TV, radio), newspaper, magazines, internet (E-mails, adverts in Facebook and Google), SMS mobile messages. 2- Marketing the first waqf project:- School Feeding Project:- (A) - a factory for the manufacture, processing and packaging the school feeding meals. (B) - a factory for packaging foodstuffs, its profits go to finance the factory of school feeding meals. The feasibility study will show the estimated costs of those two factories , for example 20 million dollars , in this case the marketing strategy will be


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based on divide the costs on 20 000 shares ,at 100 dollar per share, donor can donate one share or more through online or bank deposits.

August – As August consider the main vacation month in GCC, so it will be a good opportunity for the department to revise all their actions and check its results, and make a preliminary assessment of the performance .

September – - Continuing the first campaign. -To participate in the celebrations of the National Day of the Kingdom of Saudi Arabia) 23rd of September)

October - Eid al Adha

Starting the second campaign 1- Launching an intensive propaganda campaign, through media Channels (TV, radio), newspaper, magazines, internet (E-mails, adverts in Facebook and Google), SMS mobile messages. 2- Marketing the second waqf project:- (A) Technical school for Islamic and Arab crafts (straw pottery, porcelain, glass blown, copper, carving wood, ornaments of silver and embroidery). (B) A commercial center – to be rented hence financing the ongoing costs of the technical school. The feasibility study will show the estimated costs of those two factories , for example 20 million dollars , in this case the marketing strategy will be based on divide the costs on 20 000 shares ,at 100 dollar per share, donor can donate one share or more through online or bank deposits.

November – - Continuing the second fundraising campaign. -To participate in the celebrations of the National Day Sultanate of Oman ) 18th of November). - Start talks with officials of the Ministries of Education to include a special educational curriculum to explain the problems of


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Palestinian refugees and UNRWA's role and responsibility towards them.

December – -To participate in the celebrations of the National Day of UAE. ) 2- 3 December ),National Day of Bahrain ) 16- 17 December), National Day of Qatar ) 18th of December). - Prepare 2016 marketing strategy, to overwhelm the rest of the Arab countries.

proposed business plan for an active marketing \u0026 fundraising strategy unrwa

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