Rapid Fire Session 2014 World Cancer Congress

Leveraging formalised localism in fundraising (#515)

Noelene Kotschan 1
  1. PinkDrive, Johannesburg, Australia

Background and Context:

Post-Apartheid South Africa developed legislation to advance the economic transformation of black people, known as Broad-Based Black Economic Empowerment (B-BBEE).1 This ultimately formalised and forced corporates to consider the principle of localism.2 For NGO's this posed an opportunity to link the benefits of corporate giving not only with accepted principle of  “feel good”, tax rebates and brand awareness but the benefit of BBBEE through, Socio- Economic Development. This is something PinkDrive has leveraged in all its fundraising activities.

Aim:Annually raise R20 million by developing a broad base of loyal corporate and individual donors.

Strategy/Tactics: Create fundraising platforms that benefit corporates through events designed to leverage corporates' need for B-BBEE points, brand awareness and tax benefits while ensuring individual public giving.

Programme Process: Identified sporting events as an ideal platform for raising funds. Coverage received by sporting events in South Africa. We are now official beneficiary for the majority of major sporting events in South Africa, e.g. Cape Argus Momentum Pick n Pay Cycle Tour, Old Mutual Two Oceans Marathon, Comrades Marathon, Mandela Day Marathon, 94.7 Momentum Cycle Tour, and, International Pink Cricket Days.

Costs and returns:We have successfully managed to get all costs covered for each event, by offering sponsors branding opportunities. Clear profit at any event is between R500k and over R1million from both corporate and individual donations. In 2013 over 100 corporate B-BBEE certificates were issued indicating the level to which we have harnessed the policy of B-BBEE in our fundraising efforts.

Outcomes/What was learned:

One needs to make fundraising simple, easy, cost effective and let donors have fun to ensure they engage with you. Most importantly have a ‘tangible’ product. The mobile mammography units act as billboards for corporates who invest in the cause providing them with a daily/weekly ROI.

  1. https://www.thedti.gov.za/economic_empowerment/bee.jsp 2.http://mitpress.mit.edu/books/localist-movements-global-economy