PAKISTAN

Marketing Alliances
TCF partnered with a number of major brands this year to
create awareness and support for its cause. KFC made TCF
the focus of its nationwide ‘Mitao Bhook’ campaign which
saw KFC’s iconic buckets being redesigned to carry TCF’s
imagery and messages and the proposition of KFC donating a
certain amount to TCF for each bucket sold. KFC’s frontline
staff were also trained to request customers for donations to
support education for the less privileged. Coca-Cola teamed
up with TCF for the exciting ‘Coke Bank-a-Book’ campaign
this year.
digitizing. Platforms such as ‘crowdfunding’ and ‘peer-to-peer
fundraising’ combine the efficacy of the internet with the
power of personal networks.
As a recipient of the prestigious Skoll Award for Social
Entrepreneurship, TCF was invited to join a community of
more than 900 social entrepreneurs from around the world
participating in the Skoll SE Challenge. Spearheaded by
TCF-USA, the global community of TCF chapters and patrons
helped the organization secure second position in what was
only our second year of participating in this friendly
fundraising competition.
Encouraged by this foray into online fundraising as well as the
results of earlier efforts initiated by our Canadian chapter, TCF
launched its own online peer-to-peer fundraising campaign
called Drive to See Them Thrive (D2STT) globally during the
Ramadan of 2015. With more than 118 teams and over 298
fundraisers participating across the globe, the campaign was
a resounding success and raised enough funds to send 4,200
children to school this year.
Global Chapters Conference 2015
In March 2015, the Directors and Management of TCF
welcomed delegates from our global chapters to Karachi for
the 5th Global Chapters Conference. This meeting was
special because it provided the first opportunity for the global
TCF family to meet each other after reaching the 1,000 school
units milestone and reflect upon our remarkable journey.
The campaign was launched at the Karachi Literature Festival
where visitors were given a free Coke for every gift of books
donated to TCF. The campaign generated unprecedented
buzz on Twitter and created tremendous brand awareness for
TCF’s cause. Liberty Books and EFU Life also ran significant
marketing campaigns to support TCF this year.
The Internet - A Force for Good
With the internet embedding itself ever deeper in our day to
day lives, it is no surprise that philanthropy is also rapidly
In addition to delegates from all over Pakistan, the conference
was attended by 28 international delegates who travelled
(at their own expense) from seven countries including UAE,
USA, UK, Canada, Saudi Arabia, Italy and Switzerland.
The three-day conference enabled an active discussion on
the future strategic direction for TCF and concluded with a
reaffirmation of our shared commitment to the children of
Pakistan and their right to a quality education.
44