MATCHING NGO’S ASPIRATIONS MATCHING NGO’S ASPIRATIONS WITH MORE FUNDS - BIGGEST WITH MORE FUNDS - BIGGEST

CHALLENGECHALLENGEY. K. Sapru, Chairman & CEOY. K. Sapru, Chairman & CEO

15th UICC Reach to Recovery - International Breast Cancer Support Conference

May 13 - 15, 2009 - Brisbane, Australia

Cancer Patients Aid Cancer Patients Aid Association (CPAA)Association (CPAA)

Formed in 1969 (40 years)Formed in 1969 (40 years)

Rs. 500 (US$ 10)

A second-hand typewriter

One volunteer

TOTAL MANAGEMENT OF TOTAL MANAGEMENT OF CANCERCANCER

Patient Care

Awareness & Education -

Lifestyle cancer

Early Diagnosis Advocacy

Rehabilitation

AGGRESSIVE FUND RAISING

APPROACH USING VOLUNTEERS

FUND RAISING APPROACHFUND RAISING APPROACH

•Salary deductions

•Money boxes•Spot collection•School collection•Newspapers•Online donation

(A) Large volume - low denomination technique

FUND RAISING APPROACHFUND RAISING APPROACH

•Endorsement•Corporate Social Responsibility

•Corporate Venture - Image building

(B) Corporate Fund

FUND RAISING APPROACHFUND RAISING APPROACH

•Patient - Donor alliance•Connect donor with

project•Royalty from music

albums•Tie-ups with pharma

companies•Collaborate with Airlines

& Banks to donate miles/ credit card points

(C) Synergistic Fund Raising

FUND RAISING APPROACHFUND RAISING APPROACH

•World Cancer Day•Breast Cancer Month•World No Tobacco

Day

(D) Social Cause Related Fundraising

•National Cancer Rose Day

FUND RAISING APPROACHFUND RAISING APPROACH

•Film Premier show•Concerts / Rock

Shows•Fashion Shows

(E) Event Related Fundraising

FUND RAISING APPROACHFUND RAISING APPROACH

•Marathon•Art Exhibition •Celebrity awards•Celebrity cricket

match

(F) Innovative Events

NET RESULTNET RESULT

By the end of 15 years (1970 – 85), CPAA raised :-

Rs. 5,00,00,000

(US $ 1 million / US $ 5

million PPP)

CHALLENGE CHALLENGE

•Approaches lost their uniqueness & appeal

•Other NGOs created similar programs

• Inflation increased the cost of operation

•Low returns•Ambitious plans

TO MEET THE CHALLENGE TO MEET THE CHALLENGE

•Survey of 1000 donors by 3rd party market research company

•Recognise the key ingredients of an NGO that appealed to donors

•Refurbished our fundraising approach

SURVEY REPORT – Motivational SURVEY REPORT – Motivational factorsfactors

Honesty and transparency in operations

100%

Proper utilization of funds for selected program or purpose

90 %

Administrative expenses to be not more than 5%

90 %

Evidence of activities claimed by NGO

90 %

Professional management with competent staff

90 %

Endorsement by well-known personalities with impeccable image in the society

90 %

ACTION TAKENACTION TAKEN•Showcased our

activities and work centers to top donors & opinion makers

• Involved opinion leaders, journalists & donors in our activities•Total financial transparency

•Departmental heads – accomplished individuals with superlative records

ACTION TAKENACTION TAKEN

•Building up brand CPAA•Use spare capacity to raise

funds•Converted departments to

‘Profit Centers’•Disbanded Fundraising

department•Refused donation from institutes

or individuals with tarnished image

OUTCOME OUTCOME

•Events created around the brand CPAA

•3 fully operative branches in India, 1 branch in New York, USA and 35 representative offices in India

•Collaborative projects with American Cancer Society & Queensland Cancer Fund

OUTCOME OUTCOME Increased in-flow of funds from big donors

Fund collection in 1 year (1986):Rs. 1,20,000,000

(USD 2.5 million / US $ 12.5 million PPP)

Fund collection in 15 years(1970 – 85) :

Rs. 5,00,00,000 (US $ 1 million / US $ 5 million PPP)

Fund collection increased by 5 - 10% annually from 1987 to

date…

Out of the box

thinking

&

Innovative

approaches

KEY TO SUCCESS IN EVER- KEY TO SUCCESS IN EVER- CHANGING ENVIRONMENTCHANGING ENVIRONMENT