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Corporate Interface: Innovation in Donation – The power of Re.1/- “Small Donation”

11th February 2012

As a part of our social initiative “We Care” project, we joined an NGO – Ashray Akruti, Hyderabad working for the hearing impaired children; for 3 weeks in Jan 2012. The team consisted of Priyadarshini, Vamshi Krishna, Rohit Binjrajka and Pranay Veer of PGDM Batch 2011 of Hyderabad Campus. We identified 2 urgent issues to be addressed in the organization :

Promotion of Chandrayangutta and Charminar branches in Hyderabad

Sustainable Fund Raising Mechanisms

The organization has a deficit of 18 lakhs and expenses of 60 lakhs according to the annual report of 2009-10. Also, the organization has started two new branches at Yakuthpura and Chandrayangutta in Hyderabad. Hence the NGO is in need of funds for the organization to sustain its operations. When many organizations were approached for funding, they usually stated that they were substantially donating to other social causes. To address this fund raising issue, we devised a way of fund raising, i.e. the Re. 1 Scheme.

A unique fund raising model, wherein Re. 1/- will be collected on each bill/invoice generated in the restaurant. This would be over and above the Grand Total of a bill. Customers will also have an option of declining to contribute the Re. 1.

With the efforts and persuasion by the team, a model involving contribution of Re.1/-, though a small amount, from the customer per invoice was successfully implemented at Chilly’s Vegetarian Restaurant at Secunderabad. This ensures a continuous stream of revenue flow for NGO, Ashray Akruti. Also, this donation doesn’t erode the Restaurant’s revenue. If 200 invoices were to be generated on an average on a regular week day, a total of Rs. 73000/- would be received by Ashray Akruti in a given year through small contribution of Re.1/- by each customer.

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