Campaigns to End Violence against Women and Girls - Virtual ...

Example: Urgent Action Fund Africa, based in Kenya, hosted a successful fundraising
event in Nairobi. The group invited businessmen to attend the event and make a
donation to the group in honor of their daughters. This campaign was successful both in
reaching locally based donors and in securing financial support for the group. (Global
Fund for Women, 2007)
Bear in mind: In many countries, laws delineate the scope and nature of public
fundraising activities. Before collecting public donations, specialist advice on locally
appropriate fundraising techniques should be sought and official guidelines and legal
requirements be well researched.
Community donors
In campaigns that include community mobilization, raising financial and in-kind
contributions from the communities involved can give a boost to the campaign – both in
terms of available resources, and in credibility. Effective networking at community levels,
seeking to involve a wide range of businesses, associations, clubs, faith-based and
other groups, is a key condition for success.
Example: Tewa, a Nepali women's fund that focuses on building democracy and peace,
has been successful in mobilizing hundreds of local Nepali volunteers to raise funds
from their local communities. The volunteers received training and mentoring from
Tewa, and subsequently raised over $15,000 for the organization. (Global Fund for
Women, 2007)
MOBILIZING IN-KIND SUPPORT
In-kind support can take different forms: a restaurant owner may be persuaded to offer
free snacks at a local campaign event; TV and radio stations may provide free air-time
for public service announcements; public relations (advertisement) specialists, lawyers
or other professionals may agree to work pro bono (i.e. at no or extremely reduced cost)
for the campaign; an NGO may offer free training to the campaigners or donate secondhand
electronic equipment. Free air time and pro bono work by highly skilled
professionals are particularly valuable assets. Well-publicized in-kind support, not only is
a means of showing gratitude, but also demonstrates to others – including potential
donors – that the campaign receives backing from a large, powerful cross-section of
society.
Example: An impressive example is the Bell Bajao campaign by Breakthrough, a US
and India-based human rights organization, which succeeded in obtaining pro-bono
services from a leading global ad agency – Ogilvy and Mather – which was responsible
for producing all the creative communications products in different media formats for the
entire campaign. The partnership with the agency was a win-win situation in several
ways: it helped to significantly defray campaign communications costs, while also
meeting the agency’s corporate social responsibility mandate, and allowing
Breakthrough to educate its personnel on VAW issues.
See the Bell Bajao case study. Access the Bell Bajao campaign.
The key steps in mobilizing institutional donor support can also be used to seek in-kind
support. For smaller donations, no formal written proposal will be needed, but it is
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Campaigns December 2011