Global Fundraising Confidence Survey Asia And Africa

GLOBAL FUNDRAISING CONFIDENCE SURVEY
ASIA AND AFRICA
SURVEY REPORT

© =mc 2009 Global Fundraising Confidence Survey 2009 – Asia and Africa (Draft 1.1) 1

CONTENTS

Introduction ........................................................................................................................................................ 3

Key Findings ........................................................................................................................................................ 3

Detailed Findings ................................................................................................................................................ 5

Respondent Location ...................................................................................................................................... 5

Organisation Type ........................................................................................................................................... 6

Respondent Role............................................................................................................................................. 7

Respondent Sector ......................................................................................................................................... 8

Effect of Financial Crisis .................................................................................................................................. 9

Change in Fundraising Income ...................................................................................................................... 10

Change due to Financial Crisis ....................................................................................................................... 11

Confidence in next 12 months ...................................................................................................................... 13

Effect of Recession in Coming 12 Months ..................................................................................................... 14

Ideas ............................................................................................................................................................. 15

Appendix 1 – Ideas ............................................................................................................................................ 17


INTRODUCTION
This report details the findings of a survey run by Usha Menon of Managementcentre Asia and David Segal of
The Management Centre on behalf of the Resource Alliance in May 2009.

The purpose of the survey is to identify how NGOs/NPOs in Asia and Africa and INGOs operating in Asia &
Africa are responding in fundraising terms to the global financial crisis. The survey forms part of a global
fundraising confidence survey being undertaken by The Management Centre on behalf of the Resource
Alliance.

22 people from a range of countries in Asia completed this survey.

KEY FINDINGS
Respondents

• More than 50% of the responses came from India, Indonesia and Kenya, so the findings cannot be
said to be representative of the region as a whole

• 73% respondents were from national NGOs or charities and 18% were from international NGOs

• Primary respondent roles were CEO of nationally‐based NGO/NPO (36%) and Nationally‐based
NGO/NPO fundraiser 6 (27%)

• 50% of respondents were made up of Education (18%), The environment (14%), Human rights (9%)
and Disability and disability rights (9%)

Effect of Financial Crisis

• 95% saw an effect or partial effect from the financial crisis on their fundraising

• 53% saw a drop in income. Most of these, 33%, saw a drop of between 15% and 25%. 20% saw a
smaller drop

• 24% saw an increase in income of between 10% and 25%. One saw an increase of 80%

• Only 52% said the change in income was entirely due to the financial crisis

Fundraising Confidence

• 47% to 59% were confident or very confident about funding from International corporates,
International Foundations, Domestic corporate, International institutions (World Bank, USAID. DFID
etc) and Online giving

• 35% to 41% were confident or very confident about funding from Individual high value donors,
Individual low value donors, Earned income (trading etc) and Domestic foundations

• 30% were unconfident or very unconfident about funding from Government money‐ including
lotteries. Interestingly, 2 (12%) were very confident about income from this source

• 27% thought the recession would affect them quite strongly, 59% thought it would affect them
noticeably but not strongly. 14% thought it would affect them relatively weakly


Ideas to deal with the impact of the recession:

• Most popular ideas were: Using Corporates' CSR channel to mobilize the resources (5 references),
Using more face to face, E‐News Letters and other direct fundraising methods (5 references), Using
the network for better connectivity & reliability (3 references), Become more innovative and
creative in fundraising approaches (3 references)


DETAILED FINDINGS
In this section we look at responses in terms of absolute and percentage number. Charts are used to illustrate
and help interpret the numbers.

RESPONDENT LOCATION

Response Response
Frequency Count
India 27.3% 6
Indonesia 13.6% 3
Kenya 13.6% 3
Pakistan 9.1% 2
Philippines 9.1% 2
Hong Kong 9.1% 2
Bangladesh 4.5% 1
Cambodia 4.5% 1
S.Korea 4.5% 1
Nigeria 4.5% 1

• More than 50% of the responses came from India, Indonesia and Kenya, so the findings cannot be
said to be representative of the region as a whole


ORGANISATION TYPE
Response Response
Frequency Count

a national NGO/charity 72.7% 16
an international NGO charity 18.2% 4

a funder/donor agency 4.5% 1
a consutancy/supplier 4.5% 1

• 16 (73%) respondents were from national NGOs or charities

• 4 (18%) were from international NGOs


RESPONDENT ROLE
Response Response
Frequency Count
CEO of nationally‐based NGO/NPO 36.4% 8
Nationally‐based NGO/NPO fundraiser 27.3% 6
Other (please specify) 22.7% 5
INGO regional fundraiser 9.1% 2
Nationally‐based NGO/NPO non‐fundraising manager 4.5% 1
Grant‐giver/donor 0.0% 0

• Primary respondent roles were CEO of nationally‐based NGO/NPO (8, 36%) and Nationally‐based
NGO/NPO fundraiser 6 (27%)

• There were also 2 (9%) INGO regional fundraisers and 1 (5%) Nationally‐based NGO/NPO non‐
fundraising manager

• 5 (23%) selected “other”. The details are listed below

OTHER
• Fundraising director of inter governmental organization partnering with WHO

• Executive officer/fundraiser for Provincial NGO

• grant making organization

• Executive director


• Program development and evaluation including fund raising from national and international donors's
market.

RESPONDENT SECTOR
Response Response
Frequency Count
Education 18.2% 4
The environment 13.6% 3
Human rights 9.1% 2
Disability and disability rights 9.1% 2
Arts heritage and culture 4.5% 1
Health 4.5% 1
Faith based causes 4.5% 1
Children's causes 4.5% 1
Other (please specify) 31.8% 7

• Almost a third (7, 32%) selected “other”. For details, see below.

• 50% of respondents were made up of Education (4, 18%), The environment (3, 14%), Human rights (2,
9%) and Disability and disability rights (2, 9%)

• The remaining respondents worked, 1 each, in Arts, heritage and culture, Health, Children’s causes
and Faith based causes


OTHER
7 respondents selected “other”. 2 worked in both Health and Education and others worked in a range of areas:

• Poverty

• Capacity Building in Fundraising

• Youth causes.

• Vaccine research and development

• Education, Health and Income

• Biodiversity, enterprise and livelihood

• Health, education, livelihood, human rights and environment

EFFECT OF FINANCIAL CRISIS
Respondents were asked:

Do you see any effect from the financial crisis on your fundraising?

Response Response
Frequency Count
Yes 45.5% 10
Partially 50.0% 11
No 4.5% 1


• 10 (45%) saw an effect from the financial crisis on their fundraising

• 11 (50%) saw a partial effect

• Only 1 (5%) saw no effect

CHANGE IN FUNDRAISING INCOME
Respondents who answered “yes” or “partially” to the question above were asked:

How has your fundraising income changed over the last 12 months ‐ since April 2008?

Response Response
Frequency Count
Down 0%‐5% 4.8% 1
Down 5%‐10% 9.5% 2
Down 10%‐15% 4.8% 1
Down 15%‐20% 23.8% 5
Down 20%‐25% 9.5% 2
up 0%‐5% 4.8% 1
up 5%‐10% 0.0% 0
up 10%‐15% 9.5% 2
up 15%‐20% 4.8% 1
up 20%‐25% 9.5% 2
Other (please say whether it has gone up or down and
19.0% 4
by how much)


• 11 (53%) saw a drop in income

• Most of these, 7 (33%), saw a drop of between 15% and 25%. 4 (20%) saw a smaller drop

• 5 (24%) saw an increase in income of between 10% and 25%. One saw an increase of 80% (see below)

• 4 (20%) selected “other”. Their comments are shown below

OTHER
4 respondents selected “other”:

• Not applicable

• Up 80%

• We don't do fund‐raising and derive income from investment only. The asset value has gone down by
about 30% on book value but mainly an unrealised loss.

• No Change

CHANGE DUE TO FINANCIAL CRISIS

Is this change in income entirely due to the financial crisis?

Response Response
Frequency Count
Yes 52.4% 11
No (please explain and say how much is due to the
47.6% 10
recession)

• 11 (52%) said the change in income was entirely due to the financial crisis


• Explanations from those who said it wasn’t are shown below

EXPLANATION (IF NO)
Responses below are reported verbatim. They were too varied to be able to categorise:

• We have used this as an opportunity. We explain the impact of the recession on the the community,
and that it would have a more significant impact on their life

• Indian NGOs are getting more than 80% of their resources from Indian Government and part from
Funders overseas. The impact of Funders overseas may take a little time to have an impact but there
is an increase in Government allocation for the sector and this more than offsets

• We are still experiencing overall gross income growth but the average monthly gift through our face‐
to‐face program has decreased by 10% and the cancellation rate for the overall database has slightly
increased

• As a result an addition of a significant donor

• Not only financial crisis it will leads to go down the healthy relationship, manual support from foreign
donor friends

• Donor had already pledged and there was no change in their pledge

• Cases of corruption has also contributed to donors lack of faith in NGOs

• We need more funding agencies to be aware and committed to our projects in our province, Palawan,
Philippines aside from the financial crisis.

• The major reason of fund raising changed down by about 20% due to numbers of projects are closing
as per contract agreement with donor. However, foreseeing any new project is less comparing with
previous experiences which probably is because of financial recession globally. Other reason is that
INGO who raise money in developed country has reduced their funding commitment for different on
going projects.

• Financial crisis + inflation


CONFIDENCE IN NEXT 12 MONTHS

Thinking about your sources of income in the coming 12 months, how confident do you feel about funding from
each?

Very Very un‐ Response
Confident Unsure Un‐confident
confident confident Count
International corporates 1 9 5 1 1 17
Domestic corporates 1 7 7 1 1 17
Individual‐ high value donors 1 6 6 2 1 16
Individual‐ low value donors 1 5 9 1 1 17
International Foundations 1 8 8 0 0 17
Domestic foundations 0 7 6 2 1 16
Government money‐ including
2 3 7 4 1 17
lotteries
Earned income‐ trading etc 1 5 5 3 1 15
International institutions:
1 7 7 2 0 17
World Bank, USAID. DFID etc
Online giving 1 7 5 2 2 17


Of the 17 people responding to this question:

• 8 to 10 (47% to 59%) were confident or very confident about funding from International corporate,
International Foundations, Domestic corporate, International institutions (World Bank, USAID. DFID
etc) and Online giving

• 6 to 7 (35% to 41%) were confident or very confident about funding from Individual high value
donors, Individual‐ low value donors, Earned income (trading etc) and Domestic foundations

• 5 (30%) were unconfident or very unconfident about funding from Government money‐ including
lotteries. Interestingly, 2 (12%) were very confident about income from this source

• 5 (30%) mentioned other sources. See below for details

OTHER SOURCES
Responses below are reported verbatim. They were too varied to be able to categorise:

• Confident insofar as a mild but very slow recovery process is starting but the general guestimate that
the recovery cycle will not complete until three to five years time.

• Things like High Value Donors techniques are NOT much prevalent in India but are emerging

• For the unchecked above we don't solicit support as we have guidelines that restrict our funding
sources (no gov't or coporate gifts).

• Local businessmen is a good fund potential but need to convince them

• Trusts and competitive bidding for government fund.

EFFECT OF RECESSION IN COMING 12 MONTHS

How strongly do you think the recession will affect your sector in the coming 12 months?

Response Response
Frequency Count
Relatively weakly 13.6% 3
Noticable but not strongly 59.1% 13
Quite strongly 27.3% 6
Severely 0.0% 0
Extremely severely 0.0% 0


• No respondent thought the recession would affect them severely or extremely severely

• 6 (27%) thought it would affect them quite strongly

• 13 (59%) thought it would affect them noticably but not strongly

• 3 (14%) thought it would affect them relatively weakly

IDEAS

Please enter below what you think fundraisers should do about the economic situation or what your
organisation is doing. Be as practical‐ move over to more low cost e‐communication with donors‐ or as
strategic‐ set up a group to develop various scenarios on what the impact of different income drops would be‐
as you want. We especially welcome examples of what you have done but are also happy to hear ideas on what
you think should be done.

Responses are summarised here and reported in full in Appendix 1.

1. Using Corporates' CSR channel to mobilize the resources (5 references)

2. Using more face to face, E‐News Letters and other direct fundraising methods (5 references)

3. Using the network for better connectivity & reliability (3 references)

4. Become more innovative and creative in fundraising approaches (3 references)

5. Develop marketing, selling and investment income generation schemes (2 references)

6. Presenting the outcome / impact suiting to the technology etc. (2 references)

7. Develop and improve partnerships with government and private sector (2 references)


8. Target large donors systematically (2 references)

9. Miscellaneous references (6)

For details see Appendix 1.


APPENDIX 1 – IDEAS
Responses below are reported verbatim.

1. Using Corporates' CSR channel to mobilize the resources (5 references)

• Using Corporates' CSR channel to mobilize the resources.

• Corporates be more involved in donoting to indigenous people NGO those are active in conservation
of environment and Biodiversity in India.

• my idea is to we are having so many funds from the corporates and individuals at national level and
international level. we will find out and said them about the social work to others. and ask them fund
raising for any economic crisis.

• Even during the economics recession, there are money to be given
Fundraisers should be much more strategic in building relationships and be open to all the channels:
For this, it is important to liaise with all the prospects every day.
While I was working as a PR director of Jimmy Carter Work Project 2001, before my coming to this UN
Initiated organization, I was very successful to raise fund from companies through marketing PR
activities.
It would be succesful in raising fund with partners if we have various tools for communcation from
their standpoints based on the mission of NPO.
I have many success cases through many activities which will be helpful for the junior fundraisers!

• Build on small victories or business to develop the capability of the community on enterpise and
marketing.

2. Using more face to face, E‐News Letters and other direct fundraising methods (5 references)

• Using E‐News Letters, etc.

• Some companies have started Face to Face/ Telefacing and other direct response methods which are
very effective. Staff employed is not well trained but these are still very successful. Need to do more
of this.

• We have always used e‐communications to our donors but I have not decreased the offline output to
date as I want donors to be continually informed that we are active in dealing with some of the
world's most pressing environmental issues and that we will need their ongoing support.

• Meeting face to face

• e‐mail communication

3. Using the network for better connectivity & reliability (3 references)

• Using the network for better connectivity & reliability


• Go back to the traditional approach where in the time of crisis we go to the closest, neigbourhood
giving hands, volunteers, show up helping those in need localy in local communities. This aproach
have to be promoted globally.

• I suggest we set up a network per region to assist the NGOs in sourcing out funds for the different
communities and have a an annual sharing of experience and identify lessons for other communities
in the different regions.

4. Become more innovative and creative in fundraising approaches (3 references)

• Be creative. Move more investments in markets giving better returns like India, from the sagging &
saturated markets.

• Use innovative methods like we have done for recruitment like telefacing ( combination of face 2 face
& telecalling)

• Be innovative particularly in a country like ours where poverty is endemic and giving is not a well
developed culture.
We aim generate income through incorporating businesses that generate income such as
photocopying, equipment rentals etc.

5. Develop marketing, selling and investment income generation schemes (2 references)

• Fundraisers should try to come up with in‐house projects that will ensure that NGOs fund itself.
Developing an income generating activity that will sustain an organization financially. For example, in
our organization we practice poultry keeping, making beads and traditional ornaments, train CBOs on
how to write funding proposal (charge a small fee), among others activities. The monies generated fro
the income generating activities help sustain the organization. However, we understand that we must
also practice good governance for donors to have faith in us and consequently, build a good
relationship between our organization and donors.

• Develop more marketing and selling schemes for organization's products and services

6. Presenting the outcome / impact suiting to the technology etc. (2 references)

• Presenting the outcome / impact suiting to the technology etc.

• Having a clear and simple presentation of our work. However, make our work meaningful by
demonstrating link to as many as possible areas, sectors, themes and institutions (satkeholedrs and
target group/s)

7. Develop and improve partnerships with government and private sector (2 references)

• The have supports in actions on field and government facility of Social development and philantrophy
worldwide. For sample those government or countries that have not applied the tax deduction for the
givers should be advocate to adapt and adopt tax deduction system for the good of others in need.


• Encourage the partnership with Government and private sector.

8. Target large donors systematically (2 references)

• Target prospective large donors and systematically meet one on one.

• Building contacts with donors

9. Miscellaneous references (21)

• Maximum use of Technology for better communication with low cost

• Using the local leaders / industrialist / celebrities as the part of the events.

• Be part of the big events

• Be part of the Seminars, workshops etc.

• Using the parents, siblings, community members etc. for raising the resources.

• Organisation especially the NGO should do joint fund raising as ameans of pulling resources together
especially where synergy would be an asset.

• Clubbing organizational regular events with the component of raising resources.

• If committed for the cause with sustainable approaches matching to the challenges, skills, needs and
living environment of the needy individuals, then raising the resources is secondary.....

• Alternate Energy, Industrialisation and agricultural uplifts

• Keep a long term horizon for the markets, like Brazil, China and India which high base of potential
donors and all signs of recovering early from recessions.

• Probably this question is not applicable to our case as we don't engage in any fund‐raising but rely
absolutely on income from investments. Having said that, the advantage of working upon the basis of
an endowed capital is that the organisation is a long‐term investor, which means so long as available
cash assets are sufficient to meet the needs of grant‐making over a period of time, there is no need to
trade the capital stocks in hand and capital losses on the books are therefore not realised until or
unless they are traded. This does not suggest inaction, but it requires continuing review of
investment strategies of the organisation (which is ongoing with or without the financial crisis), and
appropriate re‐allocations in the combination of assets to ensure the long‐term capital value of the
endowment is not outpaced by factors such as inflation and growth in the sector towards which the
grants are to be directed.

• In India NGOs are only currently only raising about 10 % of the potential. So there is a great scope of
expanding Fundraising.

• We have to go beyond Courses and Workshops. Promote such examples. Can say much more on this


• I think the best thing for fundraisers to do is to NOT cut back on new donor acquisition at this time. It
is best to stay active in the community and continually state the need for your org is important. If
costing measures are necessary that best to look at any efficiencies in your overall FR portfolio rather
than decide to cut back on new donor acquisition. Esp, if the donor acquisition is primarily for
monthly donors ‐‐‐ while the ROI may be lower in the first 2 years, the LTV of monthly donors will pay
off.

Also, good opportunity to ramp up your online recruitment efforts if you haven't done so already.

We are increasing the monitoring of our FR programs to be able to track results more quickly, make
improvements and not put the organization at risk.

We are also increasing our reactivation efforts as it is more cost effective to recruit lapsed donors
than recruit new ones.

We have also stepped up our upgrade programs to be able to increase the average revenue per new
donor.

• Support the community on their technical needs even after phase out period of the project.

• Fundraisers should continue to support NGO/NPO that work for sustainable environment of
community development.

• donors should fund the projects directly,
that will bring confident in the developed world.

• We have begun to group the donors in categories like bilateral donors, UN agencies, INGOs,
foundations, corporate donors including international corporate houses, NRB and individuals.
Following this group we will have donor's research from secondary and primary source of information
to make a comparison between past and present. We also like to determine their commitment level ‐
is that increased or decreased following global recession ?

Interestingly from first hand assessment, we found that numbers of bilateral donors are sticking on
their commitment to Bangladesh regardless of the situation encountered by global recession. Even in
some cases like DFID and EU will increase funding to BD.

• Review all operating/overhead costs, cut by 15%

• We are a NGO working in Andhrapradesh and Karnataka India. we are very much interested to work
your esteemed organization.
AWWA Aims to provide free education to Underprivileged Girls Childs from financially and socially
backward families so as to make them self‐reliant, confident, economically independent and socially
responsible.
Our mission is to work towards the development of deprived and marginalized sections of the Indian
girl children, both in rural and urban areas with the aim of enabling all girl children from the most
deprived sections of society exercise their birthright to education, which is important to help build a
modern market based economy with enhanced information and knowledge in order to take better
decisions about nutrition and healthcare on behalf of their families and contribute towards a
constructive society.
We believe that Education is the right of every girl child and only education can make her realize her


full potential as a self‐sufficient individual and informed participant in change
We are also working The enterprise and skill training Programme for the adolescent girls and women
in urban and Rural Areas. Basic and professional computer Literacy to the underprivileged Children
hailing from BPL family; Children of single parent(women), children of HIV/AIDS affected parents,
children of Commercial Sex Workers (CSWs) for employment or self‐employment along with Basic
Education for employment in local units or company, as there is requirement for more computer
operators.
it will act as a Computer of income riser for the poor community by different ways.
The enterprise and skill training program is having a direct impact
on the behavioural and managerial qualities of its beneficiaries, which
is reflected by the following aspects that were observed:
• Many will be imbibed the positive qualities of punctuality and
professional attitude towards their entrepreneurial work.
• Team interaction among women from various villages will be
strengthened.


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