The methodology proposed here involves working simultaneously at various levels for raising funds for the organizations, including seeking foreign donor support, tapping local fundraising avenues and integrating community-based marketing approaches. The tasks have been outlined, as follows:
Donor Tracking Team
An essential task of each organization should be to build a team or a staff member to proactively monitor donor funding, regularly refer the donor database, develop proposals and concept notes, suggest ideas and respond to donor communications. The team/staff member has to be net savvy with good internet and computer access. In most circumstances, an NGO may not be able to appoint the team/staff member or even, for that matter, a professional separately. This additional task has to be generated from among the existing project staff, which means adding more work to their/his or her existing project work.
Donor Database
A donor database is a compilation of comprehensive information about donor agencies, locally as well as globally, which have a policy of providing regular funds through tenders and other means. The database should be developed with full listing of potential donor agencies, their country policies and priorities, contact addresses, fund guidelines, submission criteria, proposal formats and proposal deadlines. The database can act as a reference for the tracking team in submitting proposals and concept papers.
Fundraising Material
Organizational material is often considered to be the tools for raising funds. However, this has to be planned professionally, designed effectively and has to remain visually attractive. Brochures, calendars, greeting cards, posters, websites etc can be developed with appropriate messages. It is important that the fundraising material focuses on sensitive case studies, success stories and organizational achievements. NGOs may decide upon the kind of material they need to bring out and can be designed effectively. However, the cost recovery factor needs to be kept in mind here.
Communications and Appeal Letters
This task involves contacting and corresponding with both donor agencies as well as individual donors. Small donations can be received from individual donors inside as well as outside the country. A list of such individuals, especially from the Diaspora (which developing countries usually have to a greater extent), can be drawn up and contacted with appeal letters. Donors can be updated with organizational information and regular correspondence can take place.
Events, Workshops and Exhibitions
These have been identified as potential sources of income generation either through donor agencies or through the collection of individual registration fees. NGOs can jointly plan out events and request donor support and/or collect registration fees.
