Arindam Chaudhuri's Portfolio - he is at his candid best by Society Magazine
Though value based that stand might be, NGOs are waking up to the fact that there has to be a judicious mix nevertheless. Says Arindam Paul, Director, Aurobindo Chaudhuri Memorial Great Indian Dream Foundation – GIDF – (a foundation supported by global giants like UNICEF, and funded by GAIL and National AIDS Control Organisation), “Even though we have considerable funding available, the fact is that the scope of work in improving disadvantaged classes is so huge, that no amount of funds are actually enough; one reason we have to keep up the fund sourcing effort regularly.”
If this is the situation, how is it that these new age Robin Hoods actually break through the clutter and ensure that people and authorities notice their efforts amidst growing number of NGOs in the country? In simple terms, how do they ensure brand recall, considering that advertising is not a cost-effective way for most non-profits to increase their fund raising or visibility? “Mass campaigning,” answers Rejitha, Joint Coordinator, Sakhi (a Kerala-based NGO that works for women empowerment). She believes that it’s the mass campaigns that have helped them to take their work to the public and authorities.
But there’re many BTL activities too that NGOs utilise for fund generation. Be it organising rallies and fairs, holding seminars or workshops, these marketers have always given such events an eminent position in their fund raising strategies. So far so good! But if industry experts are to be believed, then NGOs today have also started using new age marketing tools like social media as a much more effective way to increase their visibility. “Staffing for social media and developing a clear strategy can be hard, but it’s definitely more cost effective to implement,” agrees Sarah.
One can see the increased usage of celebrities when it comes to brand endorsements in the NGO fraternity. While Aishwarya Rai Bachchan can be seen campaigning for Smile Train (a charity that works worldwide for children with cleft lip), Sonam Kapoor and Vidya Balan too have stepped forward to raise funds for NGOs Khushi (an NGO working for upliftment of women and children) and Nanhi Kali (which propagates education for the girl child) respectively. GIDF even brought in the likes of Sachin Tendulkar and Miss Universe 2005 Natalie Gledova for promoting fund drives. M. S. Dhoni, Amitabh Bachchan, John Abraham, Anil Kapoor… all happen to be endorsing a social cause. Raison d’être: a big proportion of the NGOs strongly believe that celebrities really can take the message to the masses. Henri Tiphagne, Director of People’s Watch (a South India-based NGO working for protection of human rights), says, “It makes the job a lot easier when celebrities represent you completely and correctly.” More so because the sad truth is that media is more likely to highlight the event if a celebrity is attending it.
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.
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Though value based that stand might be, NGOs are waking up to the fact that there has to be a judicious mix nevertheless. Says Arindam Paul, Director, Aurobindo Chaudhuri Memorial Great Indian Dream Foundation – GIDF – (a foundation supported by global giants like UNICEF, and funded by GAIL and National AIDS Control Organisation), “Even though we have considerable funding available, the fact is that the scope of work in improving disadvantaged classes is so huge, that no amount of funds are actually enough; one reason we have to keep up the fund sourcing effort regularly.”
If this is the situation, how is it that these new age Robin Hoods actually break through the clutter and ensure that people and authorities notice their efforts amidst growing number of NGOs in the country? In simple terms, how do they ensure brand recall, considering that advertising is not a cost-effective way for most non-profits to increase their fund raising or visibility? “Mass campaigning,” answers Rejitha, Joint Coordinator, Sakhi (a Kerala-based NGO that works for women empowerment). She believes that it’s the mass campaigns that have helped them to take their work to the public and authorities.
But there’re many BTL activities too that NGOs utilise for fund generation. Be it organising rallies and fairs, holding seminars or workshops, these marketers have always given such events an eminent position in their fund raising strategies. So far so good! But if industry experts are to be believed, then NGOs today have also started using new age marketing tools like social media as a much more effective way to increase their visibility. “Staffing for social media and developing a clear strategy can be hard, but it’s definitely more cost effective to implement,” agrees Sarah.
One can see the increased usage of celebrities when it comes to brand endorsements in the NGO fraternity. While Aishwarya Rai Bachchan can be seen campaigning for Smile Train (a charity that works worldwide for children with cleft lip), Sonam Kapoor and Vidya Balan too have stepped forward to raise funds for NGOs Khushi (an NGO working for upliftment of women and children) and Nanhi Kali (which propagates education for the girl child) respectively. GIDF even brought in the likes of Sachin Tendulkar and Miss Universe 2005 Natalie Gledova for promoting fund drives. M. S. Dhoni, Amitabh Bachchan, John Abraham, Anil Kapoor… all happen to be endorsing a social cause. Raison d’être: a big proportion of the NGOs strongly believe that celebrities really can take the message to the masses. Henri Tiphagne, Director of People’s Watch (a South India-based NGO working for protection of human rights), says, “It makes the job a lot easier when celebrities represent you completely and correctly.” More so because the sad truth is that media is more likely to highlight the event if a celebrity is attending it.
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’s Management Consulting Arm - Planman Consulting
IIPM Lucknow – News article in Economic Times and Times of India
IIPM: Planman Stars – Event management made easy
IIPM makes record 10,000 placements in five years
IIPM Related Links
Social Networking Sites have become advertising shops
