It is widely acknowledged that NGOs have played a vital role when it comes to the development of the society
IIPM’s Management Consulting Arm - Planman Consulting
The arguments are many. The facts are unproven. The time period is unknown. Even the existence is under a clutter of clouds including both belief and disbelief. Yet, people remember the King of Thieves, Robin Hood, and unanimously believe in what he existed for, “Robbing from the rich and giving to the poor.” Centuries have passed since then, but this thief from Sherwood is still alive; not in person, but certainly in the faith of a breed, more reckoned as NGOs or the not for profit organisations. With time, these NGOs too have devised their own version of the Hood theory: “Raising from the rich and giving to the poor.”
But then, they say there are no free lunches in this world. Thus, while a for-profit organisation can raise loads of money from the market, investors and other fund providers without any hassle, a non-profit organisation goes through a lot of hassle to raise every single penny. From lack of funds to lack of faith (on part of donors) to the kind of response they get from the society; problems are their mistresses at every step. Result: Some die, some stay alive. But alive, in today’s world, is not half enough if one wishes to succeed. For however much they hate it – or even love it – NGOs have to prove their mettle as great marketers and learn the art of fighting competition. Yes, you got it right. No matter what the real situation may be, but as the competition for available funds gets tougher than ever, non-profits too are now using conventional marketing tools to grab attention.
But then, the question remains: How? Going deeper, does branding and advertising really play a role in an NGOs fund-raising strategy? Or is the quality of work enough? Weren’t NGOs supposed to simply be virtuous upholders and implementors of social work, while the government was supposed to automatically give them money? Or has the No Logo generation been truly and surely dispensed with? Hard as it may seem, the fact is that money has become scarcer, and NGOs many the merrier. With some of the world’s largest donor agencies like UNDP, SIDA, Melinda & Bill Gates Foundation even auditing their funds usage quite critically, the NGO world is becoming as similar to the intense rivalry shorn corporate world as never before seen.
Says Sarah Durhum, Founder, Big Duck (a US-based communication agency for non-profits) to 4Ps B&M, as she writes in her book Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, “In the for-profit world, corporations place a high value on marketing. In contrast, non-profits rarely provide budgeting or staffing for communications... But in the past few years, the conversation has shifted as non-profits of all sizes see more and more examples of how branding and marketing build value relationship with donors, clients and other key constituents.” Harmala Gupta, Founder-President, CanSupport (an NGO that works for cancer patients) disagrees, “Branding and advertising do not play much of a role, unless one finds a sponsor. As this is an expensive exercise, therefore, we rather prefer to spend every single paisa on our programmes.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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The arguments are many. The facts are unproven. The time period is unknown. Even the existence is under a clutter of clouds including both belief and disbelief. Yet, people remember the King of Thieves, Robin Hood, and unanimously believe in what he existed for, “Robbing from the rich and giving to the poor.” Centuries have passed since then, but this thief from Sherwood is still alive; not in person, but certainly in the faith of a breed, more reckoned as NGOs or the not for profit organisations. With time, these NGOs too have devised their own version of the Hood theory: “Raising from the rich and giving to the poor.”
But then, they say there are no free lunches in this world. Thus, while a for-profit organisation can raise loads of money from the market, investors and other fund providers without any hassle, a non-profit organisation goes through a lot of hassle to raise every single penny. From lack of funds to lack of faith (on part of donors) to the kind of response they get from the society; problems are their mistresses at every step. Result: Some die, some stay alive. But alive, in today’s world, is not half enough if one wishes to succeed. For however much they hate it – or even love it – NGOs have to prove their mettle as great marketers and learn the art of fighting competition. Yes, you got it right. No matter what the real situation may be, but as the competition for available funds gets tougher than ever, non-profits too are now using conventional marketing tools to grab attention.
But then, the question remains: How? Going deeper, does branding and advertising really play a role in an NGOs fund-raising strategy? Or is the quality of work enough? Weren’t NGOs supposed to simply be virtuous upholders and implementors of social work, while the government was supposed to automatically give them money? Or has the No Logo generation been truly and surely dispensed with? Hard as it may seem, the fact is that money has become scarcer, and NGOs many the merrier. With some of the world’s largest donor agencies like UNDP, SIDA, Melinda & Bill Gates Foundation even auditing their funds usage quite critically, the NGO world is becoming as similar to the intense rivalry shorn corporate world as never before seen.
Says Sarah Durhum, Founder, Big Duck (a US-based communication agency for non-profits) to 4Ps B&M, as she writes in her book Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, “In the for-profit world, corporations place a high value on marketing. In contrast, non-profits rarely provide budgeting or staffing for communications... But in the past few years, the conversation has shifted as non-profits of all sizes see more and more examples of how branding and marketing build value relationship with donors, clients and other key constituents.” Harmala Gupta, Founder-President, CanSupport (an NGO that works for cancer patients) disagrees, “Branding and advertising do not play much of a role, unless one finds a sponsor. As this is an expensive exercise, therefore, we rather prefer to spend every single paisa on our programmes.”
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
Award Conferred To Irom Chanu Sharmila By IIPM
IIPM Lucknow – News article in Economic Times and Times of India
IIPM: Planman Stars – Event management made easy
Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
IIPM makes record 10,000 placements in five years
IIPM Related Links
Social Networking Sites have become advertising shops
Labels: Arindam-Chaudhuri, IIPM, IIPM-Admission-Detail, IIPM-B-School, IIPM-Gurgaon, IIPM-New-Delhi
Rashmi Bansal Publisher of JAMMAG magazine caught red-handed, for details click on the following links.
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