Review of Literature on NGOs’ Fundraising
1. (Leighann Neilson, 2012) The term ‘fundraising methods’ refers to the tactics used by
charities to generate current or future monies and gifts in kind to provide services to
clients, fund research, and cover administrative costs. Under conditions of reduced
financial support from government, fundraising is an important, even critical, source of
revenue for charities. Equally important is access to accurate information on fundraising
methods used by charities in Canada. This paper traces the evolution of fundraising data
collected by Canada Revenue Agency (CRA) over the last ten years, compares definitions
employed by CRA with examples drawn from the academic and practitioner literatures,
and highlights methods not currently being tracked by the T3010 Registered Charity
Information Return. Additional analysis and consultation is required to determine if some
of the fundraising methods that CRA appears to have deleted from the T3010 were
actually merged into other fundraising methods/codes. Around 25 methods were
identified using this study.
2. (Anurupa B. Singh, 2011) In today’s dynamic environment social organizations also
requires creative approach and innovation not only to survive but for its sustainability
too. This case study of Indore based non-government organization named SRVSEWA
(Sri Vision Social Empowerment and Welfare Association) focuses on the innovative
fundraising initiative undertaken to raise the fund to conduct different projects and also
spread the social message through various event activities. There are various options
available for an NGO to raise the funds from direct mailing/ email communication, tele
fundraising, face to face meeting, donation, major gifts, door to door meeting and events.
Today it is not easy to raise funds from all these common activities due to
underperforming of various NGOs, fraudulent work and also flooding of NGOs.
SRVSEWA which is providing various services focusing on different underprivileged
sections of the society and working on the different social and environmental issues
started a unique world record program clubbed with various social issues. The aim of
conducting these programs is to empower youth by attempting an individual world
record and involve people in mass records to create awareness by targeting particular
social issue. These activities not only creating awareness among people but also
generating fund from individual contribution for attempting world record. This unique
and innovative approach adopted by SRVSEWA helped it creating its own space in the
social sector and also managing its social activities with proper financial backup.
3. (Adam, 2014) This Research report written for feedback Madagascar/Ny Tanintsika
(FBM/NT) explores smart marketing practices for getting individuals' and in particular
British Madagascar tourists' support. It aims to provide practical advice on how to design
successful marketing tactics targeting British Madagascar Tourists that will help raise
FBM/NT's profile. The main question is therefore: What specific smart marketing
practices can be useful and applicable to FBM/NT in order to target British Madagascar
Visitors efficiently and effectively to gain their individual funding support? The
organisation chosen to use as a source site for such practices is Durrell Wildlife
Conservation Trust (short: Durrell) Mainly due to its success in raising unrestricted funds
from individuals and tourists, its similarity to FBM/NT's work, its inspiring online
marketing, and the availability of inside information on its marketing practices. From the
smart practice analysis, three main practices to generate individual funding have emerged.
4. (Shuria, 2014) The purpose of the study was to provide an analysis of the fundraising
challenges faced by NGOs when sourcing funds from individuals in Kenya. While NGOs
are increasingly diversifying their revenues from different sources, fundraising becomes
core feature in the survival of this organizations. NGOs in Kenya fundraise from different
donors but the extent of fundraising from individual donors is not visible among many of
these organizations. The study adopted descriptive research method. The population
consisted of all NGOs registered with NGO Coordination Board that were physically
located in Westlands District of Nairobi County. The data was collected using structured
questionnaires and the analysis was done using SPSS and Excel as tool of analysis. The
response rate for the study was 70% out of which 60% of the respondents were
International NGOs whereas 40% of the respondents were local NGOs. Findings show
that 83% of the organizations have less than 30% of their total funds generated from
individuals. The findings revealed that organizations used different methods of
fundraising. Organizations have identified NGO Act and income tax Act as laws affecting
fundraising while most of the organizations do not have tax exemption certificates.
Majority of the organizations lacked professional fundraising staffs and rarely engaged
fundraising consultants or volunteers in their fundraising activities. It’s recommended that
the NGOs must adopt the culture of being proactive and constantly reading global trends
even as they set their fundraising strategies, methods and communication with the
stakeholders in promoting the organization and maintaining constant relationship.
Strengthening the existing laws or introducing proper laws governing fundraising and
resource mobilizations so as to systematically regulate fundraising is also recommended.
NGOs should consider strengthening their capacity in fundraising through engaging
qualified fundraising staffs, volunteers and the board members to link the organizations
to different stakeholders.
5. (Mariette Van Huijstee, 2011) As the market and civil society sectors reflect different core
logics, non-governmental organisations (NGOs) that partner with companies need
strategies to cope with these differences. This paper seeks to provide insight into the
coping strategies of environmental NGOs that partner with corporations. We present an
assessment framework to analyse the strategies of the Environmental Defense Fund and
the World Wildlife Fund for Nature Netherlands as case studies. The analysis
demonstrates that the strategic options for a partnering NGO are guided and constrained
by the choices the NGO makes with regard to its action strategy towards companies.
Although individual NGOs manage to cope adequately with the challenges that the
partnership trend poses to their organisations, we argue that the partnering trend also
creates challenges for the NGO field as a whole.
References
Adam, I. (2014). Research report: NGO marketing practoces targeting individuals.
Anurupa B. Singh, P. J. (2011). Innovative Fund raising strategy adopted by social organisation: A
case study of SRVSEWA. 50-62.
Leighann Neilson, F. B. (2012). Fundraising Methods: past, present and future. SCSE CSES, 1-35.
Mariette Van Huijstee, L. P. (2011). Challenges for NGOs' partnering with Corporations: WWF
Netherlands and Environmental Defense Fund. Environmental Values - the white horse press,
43-74.
Shuria, H. A. (2014). Fundraising from individuals: Challenges faced by Non-Governmental.
International Journal of Social Sciences and Entrepreneurship, 1-13.