concept of charity foundation
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Proposal of Charitable Foundation Project
Prepared by Autograf Communications
Contents
Goals & Objectives for Autograf Communications Background research Conclusions from the Background Research The Charitable Foundation
The Structure of the Charitable Foundation Organizational Identity & Managerial Policy
Promotion of the Charitable Foundation Fund Raising Programs
Ideas for Fund Raising Programs Target Audience Targeting the Primary Groups of Audience
Next Steps
Goals & Objectives for Autograf
Communications Set up a nonprofit organization for charitable purposes
Legally establish the Charitable Foundation that seeks to help indigent sectors of population in Ukraine
Create organizational identity, policy of its activity as well as managerial and communications strategies
Hire a Manager to take on administrative and representative responsibilities of the Charitable Foundation
Develop fund raising program Elaborate sponsorship proposals Make up a database of prospective sponsors
Provide communications, marketing and organizational support to the Foundation and its initiatives
Background Research*
There are about 700 charitable organization in Ukraine Major spheres of their activity are the following:
Social Protection – 69% Health Care – 49% Education & Human Rights – 48% (each) Development of Culture – 40% Democratic Reforms – 31%
The most popular foundations are: “Ukraine 3000” (patronized by Kateryna Yuschenko) “Vidrodzhennya” Foundation “Children of Chornobyl” Foundation of Renat Akhmetov Foundation of Victor Pinchuk
There is a public organization “Meet your Dream” (patronized by Yevgenia & Sean Karr) http://mriy.org/en/ The major activity of the organization is to make Children’s dreams come
true. The organization was established in 2007 It is famous with its charitable music festivals “Meet you Dream”
*All numbers that are given in Background Research Section are taken from Sociological research conducted by the Ukrainian Forum of Philanthropists in 2008http://www.ufb.org.ua/library
Background Research
Social Sectors that Get Help from Charitable Organizations
45%
25%
3%
7%
8%
8%4% Socially unprotected sector &
people of pension age
Orphans& deprived of perantialwarship
Children of orphanages
Drug eddicts, alkoholics andtheir families
HIV positives
Families with many children&unfortunate
Unmarried mother
As it is seen from the graph some social sectors that require help do not get it.
They are the following: •children with physical disabilities •children with life threatening diseases •students •talented children, etc.
Background Research
Activities %Consulting 71
Charitable events (charitable concerts, fairs, auctions, tele&radio marathons) 66
Development & production of informational and educational materials 57
Monitoring & evaluation 57
Lobbying 57
Education 54
Research 46
Social support 46
Social, medical, psychological reabilitation 44
Technical support of health care, educational, social organizations 31
Support of informational resources and consultancies 26
Internship 26
Legal initiatives 21
Political research 16
The figures show that the most popular activities of charitable organizations are consulting and charitable events
Background Research
Sourses of Financial Support
63
53
65
20
6
0 10 20 30 40 50 60 70
1
Commercial activity of anorganization
State budget
Help from individuals
Sponsorship from commercialorganization
Grants from InternationalOrganizations
The data given in the graph shows the most profitable source of fundraising are commercial organizations and grants from International Organizations.
This will help elaborate fundraising program for the Charitable Organization
Conclusions from the Background
Research Taken into consideration the date received from the secondary research we
can come to the following conclusions that effect the concept of Charitable Foundation: The Foundation should direct its activity to help of children with physical
disabilities and life threatening diseases since there is no evidence that any other Foundation provides similar help.
As there is a public organization that makes children’s dreams come true, there is no sense to replicate the activity. The Foundation is to seek for another opportunity to help children. This opportunity will position the Foundation and help to differentiate among others that help children.
Among the activities that charitable organization undertake charitable events are the most popular that make these initiatives less noticeable and valuable both for the publics and mass media that do not want to cover festivals and other mass events from issue to issue. Here it is important to consider that coverage in media is the driving factor that force commercial organization donate and help charitable foundations. So the Foundation is to direct its actions on the less popular activities among Foundations such as education and internship.
To gain positive image and popularity among prospective sponsors the Foundation is to conduct mass initiatives aimed at education of the public or internship & education of children. Examples,
1. Charitable Program for Talented Children with physical disabilities and life threatening diseases
2. Social Educational Program of a Disease Prevention (for example, infantile cerebral paralysis)
The Charitable Foundation
The Foundation is an All-Ukrainian nonprofit public corporation organized for charitable purposes and designed to provide material and psychological support to children with physical disabilities and/or life threatening diseases primarily by fulfillment of their health care or educational needs
The organization leads its activity in the sphere of Social Protection and Education (or Health Care) Education & Human Rights
There are the following activities the Foundation undertakes Education & Internship Development & Production of informational and educational
materials Charitable events (?)
The Structure of the Charitable Foundation
Supervisory Board
Management Board
Executive Manager (Director)
Members to the Board are to be elected from representatives of commercial organizations or individuals interested in participation in the initiative
The executive manager is to be hired
Team of VolunteersVolunteers can be found in various Universities through Departments that support students
Organizational Identity &
Managerial Policy The organization’s identity is to be designed in accordance with the
concept chosen for the Foundation Name, logo, slogan Mission Vision Principles of activity Code of Conduct (optional) Web site
Managerial Policy is to be developed to secure the most effective operations of the Foundation i.e. target the goals of the organization Define goals & objectives of the Foundation’s activity Develop directions of activities of the Foundation Outline strategic partners that can be supportive to the initiative (both
organizations and individuals) Elaborate necessary budget for the Foundation to be successfully operate Prepare fundraising program to effectively reach objectives of the Foundation Develop a program of the Foundation’s promotion & marketing Identify possible opportunities for the Foundation development
Promotion of the Charitable Foundation
As the Charitable Foundation is a start up, it is not popular on the “charitable market” and does not have either positive image or properly shaped reputation the best ways to promote it areDevelop a web site, which is expected to be our major
communication tool for the FoundationPromotional plan for the web site ( ad words, yandex, google,
etc.)Cross linking and banners exchange
Successfully implement the first charitable program. It will help develop the Foundation in future as well as create desirable reputation and ease (attract) sponsors and donors
Fund Raising Programs
Taking into account that the Foundation does not have any Authorized Capital and does not provide any commercial activity the Fundraising activity is the key source where the organization can get any funding for its social and charitable initiatives
Fund raising activity can be of different types: Grants from International (local) organizations Sponsorships from commercial organizations Donations from individuals Partnership with organizations that can help in seeking
funds Charitable events:
Concerts Theater performances Art auctions
Ideas for Fund Raising Programs
1. The Charitable Foundation is a nonprofit organization designed to provide educational support to talented children with physical disabilities and life threatening diseases preliminary by financing their education or secure related internship in the Ukrainian educational institution
2. The Charitable Foundation is a nonprofit organization designed to provide informational (educational) support to the public to provide awareness among parents how to prevent a child’s disease (for example, infantile cerebral paralysis)
Target Audience
Primary audience Children with physical disabilities
and life threatening diseases that have talents in drawing, music, sculpting, etc.
Aged of 5-16 Children from orphans or poor
families Parents that have such children
Secondary audience Commercial organizations Individuals who can donate Celebrities (artists, musicians,
designers) Partners
Governmental Authorities Educational Institutions Art organizations (galleries,
museums, libraries, etc) Mediators
Mass media Celebrities Charitable associations
Primary audience Young families that plan to have
babies Young women from 18-35 that plan
to have babies Families of young women from 18-
35 Secondary audience
Families that have children with such disabilities
Children with such disabilities Young successful people who have
such disabilities Sponsors
Commercial organizations Individuals who can donate
Partners Governmental Authorities Health Care Institutions
Mediators Mass media Celebrities Charitable associations
Target audience for the concept 1 Target audience for the concept 2
Targeting the Primary Groups
of Audience
Proactive Orphanages Schools Charitable Associations Web sites with
announcements to get help
Reactive Web site of the
Foundation Direct contacts of target
families the Foundation
Targeting for the concept 1 Targeting for the concept 2
Direct Special web sites for
young & future mothers Special web sites for
women Policlinics Hospitals Kindergartens
Indirect Outdoor advertising
Big boardsCity lights, etc
Media programs
Next Steps
Develop the Charitable Organization Legally establish the
organization Design & create
Foundation’s name Logo, slogan Mission Vision Principles of activity Code of conduct
(optional) Web site design &
content Hire an Executive
Manager
Raise Funds for Programs Develop a social charitable program
as the first initiative of the Foundation
Goals & Objectives Strategy Tactics Budget Methods of effectiveness evaluation
Sketch the roadmap for all activities
Identify sponsorship opportunities for commercial organizations
Make up a database of potential sponsors and donors
Make up a database for potential partners
Make up a database for potential media partners
Autograf Communications
If you want to get into the focus?Let’s work together*!
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