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| Inaugural Session: 9.30 am to 11.00 am Tea: 11.00 am to 11.30 am Session I: From Non Profit Organizations to Non Profit Marketing (11.30 am to 1.00 pm) Non profit organizations in India are better known as NGOs or Non Governmental Organizations. Unlike U.S. where such organizations have a long history, in India they came into the limelight only in the 1980s. Though there are historical evidences of such organizations in India in the 19th century, most of them leant towards a community socio-religious agenda. Selflessness is considered the core value of this sector and there has been great respect for this sector owing to the association of Mahatma Gandhi with the principle of trusteeship. In independent India, initially, this sector attempted to fill the gap in development left by the government. Handlooms, dairy and fish are amongst the initial sectors which were built up around a cooperative structure and assured a better livelihood to the producer. Later the same organizations contributed in the areas of education, family planning, agriculture extension, natural resources, livelihood improvement and other prominent social causes. The Not for Profit Sector in India could be classified into three broad categories namely implementation, research and advocacy. The whole structure of a Non profit Organization is to be seen from the eyes of a marketer. This session would highlight a couple of such transitions along with strategies being adopted by such organizations for better marketing to get funding as well as revenues. Networking Lunch: 1.00 pm to 2.00 pm Session II: Challenges and opportunities for impacting society: Philanthropy to Impact investment (2.00 pm to 3.30 pm) This session looks into the opportunities and challenges being faced by organizations which have committed themselves to creating a social and environmental impact along with financial sustainability. This session drives the summit into the second level of paradigm wherein the transition of the Not for Profit organization into a social marketing organization is being seen as a first step towards sustainability. The demographic dividend is also contributing towards development of emerging economies through social entrepreneurship. The opportunities and challenges of this kind of entrepreneurship are quite different from those of Not for profit organizations. While fund raising has been the key challenge for the Not for profit sector; a huge impact investment is showering its blessings on purposeful social projects. While the marketing drive has never taken the driver’s seat in the Not for profit sector; a clear strategic intent to learn marketing from professionals is the first demand of these social entrepreneurs. An impact investor seeks to enhance social structure or environmental health as well as achieve financial returns. There could be three fundamental reasons for which marketing support is required to be extended to these social entrepreneurs, namely; the internal zeal of social entrepreneurs, the mentoring initiative of the impact investor and the statutory condition placed by the funding agency/syndicate on the entrepreneur to hire a suitable agency for hand holding and learning the trade from experts. It is estimated that the total asset of impact funds may increase from 50 BUSD to 500 BUSD in the next decade. This session, however, will focus more on the role and ways of rural and social market support organizations to engage with social entrepreneurs for sustainability and growth. Tea: 3.30 pm to 4.00 pm Session III: Profits for Non profits: Find a Corporate partner (4.00 pm to 5.30 pm) What is the harm if a Not for Profit organization joins hand with a corporation in a cause-related marketing campaign? Apparently it looks like a win – win situation and a panacea to all the NGOs for sustainability. A large number of organizations are involved in such alliances and a couple of them have also made it big . The true test of every strategy is its ability to survive over a long period of time without much deviation from the expected deliverables. An organization is to be considered a living organism surrounded by its eco system. A good organization has well defined values and ethics in place. The same is true in case of an NGO also. Any antithetical practice by any of the partners at any given time may jeopardize the long term efforts of both the organizations towards building joint brand equity around a cause. The key lessons for Not – for – profit managers is to change their frame of reference from being a charitable partner in an alliance to a marketing partner at all levels. Another point to be remembered every time is that to a corporation with whom an NGO is forging an alliance-cause related marketing is not philanthropy. The panel with a couple of real time partners would discuss the pros and cons of such a path for enterprising non profits. (A panel discussion) |
Sponsors
Fees Structure (per participant)
Corporate /Delegates :Rs. 8000
Special Discount of 20% for members of American Marketing Association and Academy of Indian Marketing.
Contact Us
Birla Institute of Management Technology
Ms.Neha Arora
Manager- MDP & Events
Phone: 0120 - 2323001-10 Extn: 412
M: 9650977042
email: neha.arora@bimtech.ac.in
Prof. Dhruva chak
M.: 9811120376
E-mail : dhruva.chak@bimtech.ac.in
Plot No-5, Knowledge Park-II, Institutional Area, Greater Noida - 201 306
Phone: +91-120-2323001- 10
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Website: www.bimtech.ac.in