A Brief Report

Capacity Building Programme on

Setting-up / Strengthening Sponsorship Unit for Resource Mobilization

(organized by Socio Research & Reform Foundation (NGO)-SRRF, New Delhi,

in partnership with Deepalaya, New Delhi, 13-16 September 2010 at ISI, New Delhi)


Programme & Faculty

SRRF / Deepalaya - Capacity Building Programme on Sponsorship Unit for Resource Mobilization conducted in New Delhi at Indian Social Institute, Lodi Road, New Delhi held during the period 13-16 September 2010, was attended by operational staff of NGOs from India (Rajasthan, Jharkhand, Haryana, Delhi) and Nepal. Anchored by Mr. Vijay Sardana, President, SRRF and Ms. Sudha Parthasarthy, Executive Director, Deepalaya, the faculty included Mr. T. K. Mathew, Chief Executive & Secretary, Deepalaya, Mr. Subhash Mittal, Secretary, SRRF & Mr. Deepak Bansal, Treasurer, SRRF, Dr. Neena Verma, Accredited Trainer-Appreciative Inquiry, Gen. Surat Sandhu, Renowned Trainer-Resource Mobilization, Dr. Pradeepta Nayak, Executive Director, Sampradan Indian Centre for Philanthropy.

Topics covered during the Training:

Changing Context of Resource Mobilization (Vijay Sardana)

Charting the changing context of resource mobilization during the last four decades, wherein Indian NGOs are increasingly being driven by the agenda of the donors resulting in sacrificing their own thinking consistent with their vision and mission. The session concluded by taking stock of the situation in the current decade, in that international funding agencies (INGOs) are also raising resources in India, becoming operational by themselves and bilateral / multilateral aid agencies are increasingly announcing specific thematic funding in a competitive (bidding) mode. Raising resources through sponsorship has a tremendous potential, amply demonstrated by Deepalaya, raising an average rupees 10 million (one crore) every year over the last 20 years.

Strategic Use of Sponsorship and Types of Sponsorship (T. K. Mathew)

Raising resources for education or health care of a child (child sponsorship) is common, but NGOs need to go beyond this by identifying and marketing a variety of products, consistent with the needs of the community and the potential donor(s). Examples of different products: sponsorship of a class in a school, salary of a teacher, community organizer, eye surgery of elderly members of the society and the like. Raising resources through sponsorship requires readiness with products, providing options to the potential donor(s), an updated website, track record of performance and commitment to efficient communication with the sponsors, accountability and transparency being important parameters for the success of a sustainable resource mobilization programme.

Appreciative Inquiry for Resource Mobilization (Dr. Neena Verma)

Appreciative inquiry (AI) is the art of inquiring into & about change / growth agenda with an appreciative orientation. In summary, AI combines ‘Appreciate’ and ‘inquire’ together like ‘Hydrogen and Oxygen’ to create generative forces; AI makes available information and commitment that together create energy for positive change; AI creates a context for people to be included and heard, helping particularly well during times of change; AI turns cultures of control and direction into those of cooperation and interaction; AI builds relationships enabling people to be known in relationship, rather than in role.


Opportunities for Tapping the Resources (Gen. Surat Sandhu)

Resource mobilization defined in terms of "The art of getting people to give you what you want, where and when you want it, for the work you do". Sponsorship is about ‘Getting someone to support your work, one on one’. Potential for resource mobilization in India is Rs. 75,000 crores (Rs. 750,000 million) from individuals / companies against which we raise currently Rs. 90,000 million only from individuals / companies; the potential being 8 to 9 times of the current giving.

Resource Mobilization & Community Foundations (Pradeepta Nayak)

Community Philanthropy (CP) is an act of individuals and institutions contributing money or goods along with their time, talent and skills to promote the well being of others and betterment of the community they live in. CP can be expressed in two ways: Informal & spontaneous ways, in which citizens and local businesses helping other residents in times of crisis; and Formal & Organized ways, in which contributions to local organizations to support projects of the local community on a long term basis.

Resource Mobilization-Accountability & Transparency (Subhash Mittal)

Essentiality of accountability and transparency frameworks for a successful and sustainable implementation of a sponsorship programme were dwelt upon. How these frameworks could be developed explained and how these should become the focus around which the processes needed for setting-up a sponsorship programme were discussed.

Taxation & Tax Exemptions Deepak Bansal)

The presentation covered changes stipulated in the proposed Foreign Contribution Regulation Act 2010 (FCMC 2010); including renewal of FCRA registration every five years, provision to open Sub-FCRA Bank accounts, Banks would need to intimate receipt of any remittance above certain amount to the authorities; as also the recipient organization will need to do the same. The session also covered provisions of Direct Tax Code 2010, as applicable to NGOs. Chapter IV (Section 90 to 103) covers the taxation of NGOs; cash basis of accounting for non Section 25 company and in the case of Section 25 company the basis of accounting will be merchantile.


Essential Features of Sponsorship (Sudha Parthasarthy)

Presentations spread over three days covered Product Development for Sponsorship, sponsorship options and their costing, preparedness for sponsorship, developing MIS (Management Information Systems), Accounting and Communications Systems. Formats for Case History (Study) production, periodic communication with the donor, Annual progress Report, etc., discussed in detail.


Field Visit to RJRN-Deepalaya School and Deepalaya Vocational Centre

Participants had the opportunity of witnessing first hand the sponsorship in action by visiting the NGO- Corporate partnership school in the slums of South Delhi. It is a partnership of the Narang Group of Industries with Deepalaya, in which the infrastructure (school building + maintenance) is provided by the Narang group and the school is run / managed by Deepalaya. Minimal fee is recovered from the parents and the short fall in resources is managed by Deepalaya through sponsorship funding. Similarly, in the vicinity of the school, a Deepalaya Vocational Centre is functioning, with substantial resources being raised through sponsorship. The vocational centre offers courses from three months to one year in computer training (hardware and software), Beauty culture, Air-condition and Refrigeration repairs, etc.

Highlights of the programme included role play by participants in resource mobilization relating to community foundations and appreciative inquiry exercise in groups of two and six.

The programme designed for setting up / strengthening sponsorship unit for resource mobilization provided a great deal of insights to the participants on raising resources from within their immediate communities, be it in cash or kind (human, material and / or inspirational). Deepalaya, is an example of raising Rupees one crore (10 million) a year on an average over the last 20 years served as a great booster for the participants.

Ongoing Support

Program ended with presentation by each participant on how they plan to set-up or strengthen their sponsorship units.

SRRF / Deepalaya has committed to the participating NGOs their professional expertise for providing hand holding support in setting-up / strengthening their sponsorship units. Out of the participating organizations, at least three indicated their clear plans for setting-up Sponsorship Units within their organizations. SRRF / Deepalaya will be cooperating with these organizations in their laudable endeavors.


Certificate of Participation

At the concluding session, each participant was provided a Certificate of Participation. A few of the photographs are given below: -