Twentytwo13

NGOs should use targeted fund-raising activities instead of street donations

The dialogue usually starts with: “Hello, sir. How are you? Do you have two minutes to spare? Have you heard of …?”

In recent times, the dialogue has been repeated almost daily. Last week, it was at Jalan Burhanuddin Helmi in Taman Tun Dr Ismail, Kuala Lumpur. Over the weekend, it was heard right in front of Kanna Curry House in Puchong. Earlier this week, the same was repeated at Taman Tun Dr Ismail (again).

The “volunteers” (or sometimes referred to as “fundraisers”) I’ve been bumping into represent the UNHCR, National Kidney Foundation and the National Cancer Society.

One of them, from UNHCR, was so delighted I acknowledged her, that she blurted: “You’re the first person to greet me back today!”

I doubt it’s marketing talk, as I’ve observed how people walk past these volunteers, as though they don’t exist.

Nine out of 10 people will put up their hands or shake their heads, even before the young volunteers, often in vests, can finish their sentences. They are basically asking for donations on behalf of the NGOs they represent.

I make it a point to engage, to greet them back, and to ask them the same question – what’s the conversion rate?

A young volunteer, who was trying to explain what UNHCR, does in Puchong admitted it wasn’t great.

“We are here from 10am to 3pm. In a day, each of us can get one, if not two people, to donate,” said the young volunteer who was joined by a handful of others.

When told that the conversion rate was rather low, given the time and man hours spent, she just shrugged.

My friends often tell me that it’s pointless talking to the volunteers, as they are merely doing what they have been tasked to do – to get money.

I admit, raising funds is never easy. But I also believe that this approach of going on the streets is flawed. Going around, armed with only a laminated booklet, is perhaps not the right way to educate and get people to donate.

Unless, of course, these organisations can actually secure a huge amount of funds through such means. We will know for sure, only if they open their books.

UNHCR Malaysia, for example, says its “face-to-face (F2F) fundraising is one of its most important and most effective ways of recruiting supporters” for its work for refugees in Malaysia.

“As the name implies, it is a person-to-person recruitment method that involves asking individuals to become supporters of UNHCR through regular monthly donations via credit card or debit account by our online sign-up system, which is highly secure.”

I pity the volunteers, who perhaps are in need of additional cash, that they have to endure the constant “No!”, “Don’t want”, or “Not interested”, from those walking on the streets.

I believe their talents can be put to better use in carrying out targeted fund-raising activities – like a fund-raising dinner, karaoke night, car wash initiative, and many more. It may sound juvenile but it’s low-cost, effective, and I bet the organisations will get more funds this way, instead of having their volunteers walk aimlessly on the streets, hoping to catch a good Samaritan or two.

Through the fundraising activities, the education aspect can kick in. Patrons can then understand these organisations’ true purpose and goals. The donation figures could then double, if not triple. These organisatios have embarked on such fundraising activities. They should know better.

Getting volunteers to wear vests that carry the logos and colours of these big and reputable non-governmental organisations, can be viewed as good visibility. But there are also those who find them “annoying”. This is certainly not something any organisation would want to be associated with.

These organisations should continue to work closely with the media. The media can help disseminate more information (not the diplomatically worded, boring press releases) about the work these organisations do, and the people they have helped. Such reports can then be used to create more awareness, and hopefully, bring in more funds to help support their causes.

This news organisation would be more than happy to assist these NGOs spread their good work.

If you do see a volunteer/fundraiser on the streets, just say hello, or smile – even if you don’t plan to donate. That itself, will brighten up their day.

If you do have money to spare, feel free to play your part.