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Deepalaya began work on 16 th July 1979

Historical Perspective. Deepalaya began work on 16 th July 1979 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) came in with sponsorship through individuals as support.

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Deepalaya began work on 16 th July 1979

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  1. Historical Perspective • Deepalaya began work on 16th July 1979 • 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) came in with sponsorship through individuals as support. • Later Plan International came in with a large number of sponsors overtime (7506). • In 1990, Deepalaya launched its Fund Raising Program with first sponsorship by an individual. • While sponsorship is one of the tools to nurture individual partnership, there are other instruments of individual giving namely professional time, unattached cash donation, donation in kind etc and hence partnership with individuals take different models. However, this presentation is confined to sponsorship as a tool for Individual Partnership.

  2. Growth in Deepalaya Sponsorship * Donor phase out with large sponsorship supported program

  3. Growth in Deepalaya Sponsorship contd..

  4. Year wise funds raised from sponsorship enhancing sustainability

  5. Tools/Instrument to Raise & Retain Sponsorship • Enquiries responded promptly • Information offered about sponsorship mechanism and choices available to take sponsoring decision. • On deciding, provide case history with photo wherein option for a normal child, girl child, handicapped child, street child, orphan etc. are given. • Two term letters • one annual report • Greetings – Eg: Birthday/Festivals • Newsletter - quarterly • Annual Report • Invitation to events/functions • Facilitate visits and interaction.

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

  7. Agencies provided sponsorship based support which required individual partnership • Save the children, UK • Aide-et-Action • Plan International • Edukans Foundation • Oriflame • Colvetta • Give India • Dewan Foundation • AMC Target Corporation

  8. Retaining Sponsors in Partnership • Prompt responses to the sponsor’s queries • Prompt acknowledgement to sponsors • Regular updates to sponsor about happenings in Deepalaya • Timely intimation of sponsors about the achievements of their sponsored children (participation in any program, won any prizes & participation in competitions etc.) • Term letter Activity (end of Academic year) • Greetings send to sponsors on their birthday with cards made by their own sponsored children. • Facilitate Sponsor’s visit to their sponsored children. • Regular telecalling • Advance intimation of renewal due date through appeal letters/email

  9. In the process of marketing “sponsorship” as a product, different options are offered to the sponsor • Sponsorship of a child in a recognized/affiliated school - Rs.15,000 • Integrated sponsorship – Rs.7,500 • Educate a child – Rs.4500 • Non formal-tuition to a child – Rs.2500 • Girl child sponsorship – Rs.7500 • Sponsorship of disabled – Rs.7500 • Sponsorship of street/working children – Rs.10,000 • Project sponsorship – Rs.9000 • Perpetual sponsorship – Rs.60,000 • Institutional Care for runaways – Rs.20,000

  10. Lessons learnt from Sponsorship • People give preference to girl children than boys for sponsorship. • Individuals are more interested in taking individual sponsorships. • Sponsors are emotionally attached with their sponsored children. They are keenly interested to know the regular update about their sponsored children, sending gifts, sending letters & remembering their birthdays and sending birthday gifts etc. Mainly foreign sponsors are very much interested in all these things. • Sponsorship as a product is a marketing tool, sponsorship offers diverse choices. Sponsorship kindle satisfaction due to prompt communication sponsorship if applied transparently build relationship.

  11. Conclusion • Nurtured individual sponsorship foster Partnership • Professionally Managed, it become a Tool for Sustainability. • Cumulative Data demonstrated the success of Individual partnership by Sponsorship • Resource raised proved self reliance • Sustainable Individual Partnership • Individual sponsorship as a Marketing Tool Nurtures self reliant CSO’s

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