This section discusses how foundations have built a capacity to mobilize contributions from individuals and the public.
- Example 1: Direct Mail, Events and the Internet
Child Relief And You (India) - Example 2: Members, Financial Adoption, Volunteers
Abrinq Foundation For Children's Rights (Brazil)
What Can Individuals Contribute?
Summary Points
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Promoting and encouraging a local culture of giving is a priority of many grantmaking foundations. Through this effort, foundations can raise local contributions and involve people in solving their own problems and those faced by their neighbors and other communities in their country. Individual contributions can go beyond money and include time, ideas, labor and political action. For example, Child Relief and You (CRY), raises more than a third of its income from contributions from individuals and has empowered thousands to become directly involved.
For both the Abrinq Foundation for Children's Rights and CRY, mobilizing the resources of individuals and the public is essential to accomplishing programmatic goals. They see themselves as a channel for unreleased energy. The effects of getting many people involved and aware of ways they can contribute to their society go beyond the dollars and cents that a foundation raises and puts to good use.
Why Do People Give to Foundations?
Why people give is, of course, related to who they are and may differ radically based on their cultural and economic contexts. Reaching the right constituency and giving them an appropriate means to respond and become involved is part of the challenge. A foundation, in particular, is well-placed to offer individuals the opportunity to have a larger impact on the problems they care about by channeling their funds to strong initiatives. Abrinq and CRY have given people the opportunity of making a difference in the lives of poor children through this approach.
Neither of these foundations have focused their efforts solely on the wealthiest people in their societies. By having a cross-section of levels of giving and types of activities, they have created a supportive network of contributors from various economic classes and professional backgrounds.
A foundation can also be an attractive vehicle for contributions because people care that their money is wisely spent and that it does not end up being diverted from its intended ends. A foundation is likely to appeal to them to the extent that it excels at accounting for how funds are used and maintaining strong systems of monitoring and evaluation through its internal procedures. Tax deductions, where laws have been written to encourage philanthropic activities, may also influence an individual's decision to give.
The two foundations in this chapter are committed to children's causes, which clearly have a direct emotional appeal to many people. Other foundations and |organizations around the world have demonstrated that individuals will give for a broad array of causes, depending on their own commitments. These causes include but are not limited to environment, health, community development, education, sports and arts and culture.
How Do Foundations Reach Individuals?
Foundations have used a range of approaches to reach individuals. Nothing is as powerful as direct contact with a committed board member or volunteer. People respond to requests from people, not abstract organizations, and they are more likely to trust someone they know. Many of the approaches discussed here build on such people-to-people contact and facilitate these efforts by backing them up with concrete programs, timely communication and information about the foundation's values, strategies and programs. Both Abrinq and CRY have pursued fundraising methods that link with their programs and, thus, are a central part of what they do. Approaches discussed in the cases are:
- Affiliation programs (such as Friends of CRY)
- Awards
- Direct mail
- Overseas fundraising
- Public events
- The Internet
- Volunteer programs