Marketing Project Sahara Trust

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At a glance

Registration the Trust Act, 1882 (Registration No. 7975) on 15 June, 2000 in Lahore. Major Programmes Sughra Shafi Medical Complex in Narowal Human Resource Governing Body: 09 members Chairperson: Chaudary Ibrar-ul-Haq Staff Strength: 313 (242 Males, 71 Females) Area of Operation District Narowal Banks Bank Alfalah, Lahore Auditors Qadeer & Company, Chartered Accountants, Lahore Tax Status Exempt U/S 2(36) of the Income Tax Ordinance, 2001 For Information and Donations 50-A, Bridge Colony, Lahore Cantt Tel: +92-42-111800111, Fax: +92-42-6669095 Email: , Website: [email protected] [email protected] www.saharaforlife.org

The Driving Factors Behind SAHARA In Pakistan, Abrar-ul-Haq has become a household name, famous for his pop singing with a special blend of Punjabi, Urdu and English. He rose to fame in 1995 with his debut album “Billo de Ghar “, which brought staggering success and set a new dimension and trend in Punjabi Bhangra. He had always resolved to undertake charity work but a personal tragedy made him take a step towards this quicker than expected. Following the death of his mother in 1996, he decided to do something for people who continuously suffer from lack of medical facilities. In June 1998 SAHARA was formed,

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which means 'Support or Reliance'. The organization was later registered in the UK and the US and will soon be registered in Canada. The basic aim of the organization is to work in the health and education sector of the most neglected areas of Pakistan.

As a start, the Sughra Shafi Medical Complex was constructed in District Narowal, meant to be a quality health service provider in a region with no such facilities. The hospital, built on 40 kanals of land donated by Abrar and supported by various Like minded people as well, took more than two years to be completely functional. As it was in a rural area, there was little chance that specialist doctors would come to serve in Narowal. The management committee found a solution to provide the consultants appropriate incentives to bring them on board. The incentives included competitive salaries and lodging facilities. An apartment was constructed to meet their residential problems. Today, a 200-bed hospital is operational with all the facilities of a modern hospital. The statistics show that approximately 90% of the patients are given free treatment or a 75% rebate. In the year 2004, the hospital incurred an accumulative expenditure of over Rs. 151 million whilst the fee generated from patients was a paltry Rs 0.7 million. On average, 250 patients visit the hospital daily.

The Hospital with a Difference In the beginning the hospital was very small with an emergency room and an OPD. Patients were hard to find and most of the time doctors were sitting idle waiting for patients to come. Slowly, the trend changed as rural people came to realize the facilities available and began to utilize them. It has now become a landmark of Narowal and provides the best healthcare in the area. A 24 hour Emergency and Out Patients Department is available with all necessary facilities including life-saving drugs. Qualified doctors work in 3 shifts of 8 hours each. 2 operation theatres are linked with the emergency ward along with a 30 bed trauma centre to perform surgeries in case of emergencies. Since December 2004, it has catered to more than 160,000 patients with free medicine and treatment. The OPD has several departments including surgery, gynecology,

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Pediatrics, heart diseases, diabetes, eye and kidney treatments. The Department of Surgery has separate 20 bed wards for males and females. Laparoscopy, Plastic Surgery, Orthopedics Surgery and Burn Surgery are performed here. A complete Gynecology and Labor Department with all the Equipment and services is working on a round-the-clock basis. Specialist consultants are also available on a 24-hour basis. The labor room complex is specially designed and is centrally air-conditioned. Special cubicles are available where an attendant can assist the patient. The delivery suites are designed according to international standards that also include an emergency operation theatre where a Caesarean case can be performed easily and a nursery for premature babies. A 40-bed state of the art Pediatrics Department is available with a separate ICU ward and latest equipment including cardiac monitors, ventilators, incubators and oxymeters. A 5-bed Critical Care Unit with latest

equipment and machinery is fully functional, assisting both OPD and IPD equally. It has a cardiac monitor, defibrillator, central oxygen and central suction. The modern and well equipped Intensive Care Unit is provided with infusion pumps and ventilators along with cardiac monitors. A modern Pathology Laboratory has been established in the hospital where latest machinery for different tests is installed. A distinguishing factor of this pathology lab is the 24-hour service because it not only caters to patients from within the hospital but also patients who are admitted in the district hospital or referred from other hospitals. The laboratory has an in-house blood bank where they provide free screening of HIV and Hepatitis. The hospital's support services includes 24 hour free ambulance service, an X-ray and Ultra sound department, accommodation for the permanent staff, laundry, incinerator, mortuary, free catering for all indoor patients, a dialysis unit, pharmacy and medical store, cafeteria, seminar room with multi-media. Income and Sources of Funding (Rs.) Sources of funds

2003

2004

2005

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Sources of funds

323,656

236,737

1,259,905

National (Grants/ Donations)

18,283,418

36,930,423

83,268,965

6,520,137

36,506,809

5,478,315

25,127,211

73,673,969

90,007,185

International (Grants/ Donations) Total

Mission & Vision Mission: The mission of the Trust is to reach the un-reached, underprivileged, deprived and disadvantaged in rural population, who are either totally, unserved, underserved, or at best inappropriately served with regards to health and education.

Vision: The philosophy of SAHARA for life Trust enshrines the paradigm on which its vision is to be articulated. Core ideology of the TRUST is derived from its core values and core purpose Core Values

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Core Values: Empathy towards alleviating suffering Catalyst for ensuring service to the cause of humanity hard work & individual productivity Honesty & Integrity Excellence in Reputation Financial Transparency

Core Purpose: To be a role model as a transparent replicable Trust and a tool for social change by appropriate positioning of service delivery outlets in remote areas of Pakistan.

Aims & Objectives The Trust aims to achieve its mission by; Provision of totally free medical facilities to the poor populace in the remote areas of Pakistan. Bringing top of the line medical specialists to the door steps of the poor, free of cost. Creating social awareness by indoctrinating the illiterate. Providing shelter to the destitute and exploited people. Cultivating a spirit and a will to live with esteem amongst poor people.

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Donate in Kind: You can also donate in kind to SFLT. You can donate anything from simple medicine to complex electro medical equipment. Anything that you donate other than cash means a lot to SFLT and can go a long way in carrying forward the noble cause of helping the poor and underserved community of our country, especially in a remote area like Narowal. For giving your donations in kind please contact our head office or any nearest regional office for further details. You can also email for donating in kind at the following address: [email protected] SMS Send an SMS to 22727 from any network within Pakistan and donate Rs 10/Donate Time: You can also donate your time to SFLT by spending your summer vacations, internships or doing any kind of social work with SFLT. You can also work as a volunteer at SFLT and assist the marketing team in the execution of various activities like the Annual Zakat Collection Campaign, Qurbani Hides Collection Campaign or any other activity like managing a concert, etc. This is a very attractive platform of doing social work for the underserved community of remote areas of our country for students and young social workers. For further details, feel free to contact the marketing department at the head office or on this email: [email protected] Donate Through Bank: Pakistan You can deposit your donations in the Collection Account of SAHARA for Life Trust in any branch of the following banks: Pakistan UK

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Habib Sons Bank Ltd A/c #: 00110820 £, Sort Code 40-6112 Address: 66 White Chapel Road London, E11DU, UK Title of Account: "SAHARA for Life Trust" Any Bank within Pakistan Nat West Bank Saffron Walden Branch A/c #: 51672480 £, Sort Code 60-18-10 Address: 3 Market place, Saffron Walden, Essex CB101HS, UK ➢

Media Campaign of Non Profit Organization

 Non-profit organization attempt to achieve some other objectives than profit. This does not mean that they are uninterested in income as they have to generate cash to survive. However their primary goal is non – economic, e.g. to provide education.  Marketing is of growing importance to many non-profit organizations

because of the need to generate funds in an increasingly competitive arena. Even organizations that rely on government - sponsored grants need to show how their work is of benefit to society: they must meet the needs of their customers.  Many non-profit organizations rely on membership fees or donations,

which means that communication to individuals and organization is

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required, and they must be persuaded to join or make a donation. This requires marketing skills, which are being increasingly applied.

➢ Characteristics of non-profit marketing: Education versus meeting current needs  Some non-profit organizations see their role as not only meeting current needs of their customers but also educating them in new ideas and issues, cultural development and social awareness. Multiple publics  Most non-profit organization serves several groups or publics. The two

broad groups are donors, who may be individuals, trust, companies and governmental bodies, and clients, who include audiences and beneficiaries. The need is to satisfy both donors and clients, complicating marketing task Measurement of success and conflicting objectives  For profit oriented organizations success is measured ultimately on

profitability. For non-profit organizations measuring success is not so

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easy. In universities, for example, is success measured in research terms, number of students taught, the range of qualifications or the quality of teaching? The answer is that it is a combination of these factors, which can lead to conflict: more students and larger of courses may reduce the time needed for research. Decision making is therefore complex in non-profit oriented organization.

Public scrutiny  While all organization is subject to public scrutiny, public sector non-

profit organizations are never far from public’s attention. The reason is that they are publicity funded from taxes. This gives them extra newsworthiness as all tax-payers are interested in how their money is being spent. They have to be particularly careful that they do not become involved in controversy, which can result in bed publicity.

Marketing procedures for non-profit organizations Despite these differences the marketing procedures relevant to profit oriented companies can also be applied to non-profit organizations. Target

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marketing, differentiations and marketing mix decision need to be made. These issues will be discussed with reference to the special characteristics of non-profit organizations. Target marketing and differentiation  Non-profit organization can usefully segment their target publics into donors and clients (customers). Within each group, sub segments of individuals and organization need to be identified. These will be the target for persuasive communications, and the development of services. The need of each group must be understood. For example the donors can judge which non-profit center to give the support on the basis of awareness and reputation, the confidence that funds will not be wasted on excessive administration, and the perceive worthiness of the cause.

Target marketing and differentiation – II  That is why the center needs not only to promote itself but also to gain

publicity for its cause. Its level of donor funding will depend upon both of these factors. Developing the marketing mix

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 Many non-profit organizations are skilled at event marketing. Events

are organized to raise the funds, including seminars, concert, coffee mornings, sponsored walks and others. Developing the marketing mix -II  The pricing of the services provided by non-profit organizations may

not follow the guidelines applicable to profit oriented pricing. For example the price of course organized by non-profit center for Gypsies may be held low to encourage poor families to take advantage of this opportunity. Some non-profit organization even provides free access to services. Developing the marketing mix-III  Like

most

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services, are

distribution short,

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systems

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simultaneous. This is the case also of education. Such organizations have to think carefully about how to deliver their services with the convenience that customers require. For example, although the center is based in big city, over half of the courses for ethnic minorities may be delivered in small villages around the city.

Developing the marketing mix-IV

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 Many non-profit organizations are adept at using promotion to further

their needs. The print media are popular with organization seeking donations for cases that are in common interest of whole society (education for gypsies, raising awareness in the area of abused children or women, courses to support and educate the political refugees …) Developing the marketing mix-V  Direct mail is also used to raise the funds. Mailing lists of past donors

are useful here, and some organization use lifestyle geo demographic analysis to identify the type of person who is more likely to respond to direct mailing. Non-profit organization must be also aware of public opportunities which may arise because of their activities. Developing the marketing mix-VI  Pubic relations have an important role to play to generate positive

word-of-mouth communications and to establish the identity of the non-profit organization. A key objective of communications effort should be to produce a positive assessment of the fund-raising transaction and to reduce the perceived risk of the donation so that donors develop trust and confidence in the organization and become committed to the cause. `Team assignment – marketing of non-profit organization

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 Consider that your center is non-profit

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organization. How does

marketing in non-profit organization differ from that in profit –oriented organizations? Discuses the extend to which marketing principles can be applied and try to identify 2 marketing procedures which fit mostly for non-profit organizations.

Procedure of our campaign For the promotion and awareness of fundraising of Sahara For Life Trust. We have made a group of eight members each. Which equally divide four members in two groups. For the promotion and awareness we have selected two areas in which first sector is rewind road where we select four universities UOL, COMSATS, VIRTUAL, SUPERIOR and in other we select PU, GC, Kinnaird College for Women, and Lahore College For Women. For the promotion campaign we will visit each university and stay four days in every university for the awareness of fundraising and our campaign duration is of 16 days and this campaign will remain whole Holy month of Ramadan.

Target Audiences First Sector (Group 1)

Second Sector (Group 2)

The University Of Lahore (UOL)

Punjab University (PU)

COMSATS

Government College (GC)

Virtual University (Vu)

Kinnaird College for Women

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Lahore College For Women

Broader Objectives of Media Campaign Our media campaign objective is: Create awareness about fundraising in Pakistan amongst all (e.g.

Citizens, Businesses, universities students and Employees etc.)  Empower all Citizens, universities students, Businesses, and Employees by giving them information to use the print media, mobile Sms services delivery channels.  The Trust aims to achieve its mission by raising fundraising; Provision of totally free medical facilities to the poor populace in the remote areas of Pakistan. Bringing top of the line medical specialists to the door steps of the poor, free of cost. Creating social awareness by indoctrinating the illiterate.

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Providing shelter to the destitute and exploited people. Cultivating a spirit and a will to live with esteem amongst poor people.

Anticipated Benefits  Following are the anticipated benefits of the media campaign with the

overall benefits for fundraising in delivering services to all the below mentioned areas.

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✔ Fundraising-Awareness to

Citizens & Businesses

Government Agencies

citizens and businesses will serve as an ideal platform for Sahara For Life Trust to promote its range through print media services as it reaches out to a large section of Pakistan’s population. ✔ Citizens & businesses would be updated of the services that are being offered by Sahara For Life Trust, thus increasing the effective use of the fundraising. ✔ Citizens would be able to add value to fundraising by making suggestions through this platform ✔ Sahara For Life Trust would be able to promote their range of fundraising through different channels of communication and spread awareness among the public and the Government Agencies. ✔ Sahara For Life Trust

Universities Students

always believe in students, as students are the future of the nation ✔ Sahara For Life Trust has organized workshops and seminars on the subject on the students. ✔ Mr. Abrar Ul Haq chairman

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Media Agency As Sahara For Life Trust is non profit organization, due to this reasons they are uncapable of hiring any media agency for its promotion and due to shortage of budget also. As shortage of budget Sahara For Life Trust it own marketing department promote awareness of fundraising. As non profit organization it is being free sponsored by ➢ ➢ ➢ ➢ ➢

Print Media Electronic Media Seminars / Workshops Outdoor Advertisements Any other may be suggested by Responding Organization

Sources of incomes The main sources of incomes of Sahara For Life Trust is donation from following resources. 1. Abrar ul Haq fund raising shows

2. People of Pakistan and aboard 3. Federal And Provincials Government Of Pakistan 4. Pakistani and foreign NGO’s

Scope of Services and Communication Media  The brief objective and scope of ours media campaign is to create

awareness of fundraising to Universities Students, Citizens, Businesses and Government Agencies through various channels of communication (Print Media like banner, pamphlets etc). The awareness program in the universities students not only promotion of fundraising but also to educate the masses through print media, delivery channels, their usage and their efficiency/ effectiveness.

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Reach: A medium that reaches far and wide across the country for

the audiences targeted are dispersed all over. It should not only reach the target audiences but should develop a thought process

Frequency: The message should be communicated at frequent intervals to school and universities students.

Channels of Communication  Following are the channel of communications that may be used for

promoting fundraising awareness to Universities Students, Citizens, Businesses and Employees. • • • • •

Print Media Electronic Media Seminars / Workshops Outdoor Advertisements Any other may be suggested by Responding Organization

All these communications channels will be utilized by the Sahara For Life Trust but for the awareness and fundraising we are using print media like banner, pamphlets etc to ensure least expense loss and highest reach keeping within a workable budget plan. The overall idea of choosing the medium is to ensure the effectiveness with which the accurate information is conveyed for a clear comprehension of fundraising concept.

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Budget for the campaign Particulars Banner Pamphlets

Description

Total Rs.

10 banner * 700 each

7,000/=

4000 Pamphlets * 3 each

12,000/=

Transportation charges

30,000/=

Tables

2 tables * 1500 each

3,000/=

Chairs

8 chairs* 500 each

4,000/=

(500 each* 8 employee)

64,000/=

Employees salaries

4000* 16days Refreshment

20,000/=

Other charges

10,000/=

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150,000/=

Sponsors For the promotion of Sahara For Life Trust awareness and fundraising the campaign is free sponsored by Nokia “connecting people”.

Conclusion Perhaps the most important pattern of nonprofit activity is the dominance of fundraising. These organizations are nongovernmental and nonprofit distributing organizations, however, public concern is directed at the managers or directors of these organizations, it is evident from the data that the promotion and awareness of fundraising, most of their revenues come from donation campaign and sponsors. This campaign is better for fundraising; if trust goes in this campaign then they can more fundraising.

Recommendation The following recommendations are addressed to Sahara For Life Trust in order to help to identify what further measures are necessary for awareness of fundraising • For more fundraising we can go schools and colleges • Because of the terrible economy, nonprofits already are straining to meet skyrocketing demands for services with dwindling

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revenues. Community nonprofits cannot continue to do so much more with so much less for very much longer, and they will need additional support to build their capacity to effectively utilize the significant new ways for Pakistani to volunteer. Pakistan President can encourage Pakistani to give more to support each other. In the Holy month of Ramadan, students don’t eat anything because of fasting and give more and more funds, Sadqas. For Internship, trust take donations then done internships of their trusts. Develop a single system for volunteer management that supports nonprofits of any size and builds on the fundraising of existing nonprofit volunteer management systems.

References • •

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www.saharaforlife.org Waseem Hussain (Manager MIS) Email: [email protected] Tel: 042-111-800-111-112 Rana Armughan Aslam (Relationships Manager) Email: [email protected] Tel: 0321-6306155 www.google.com