On November 10th, when the winners of India Giving Challenge 2011 (a Joy of Giving Week event) were announced, a new record in online fundraising was set in India. Over Rs.3 crores was raised from ~9,000 donors in the third edition of what has from its very beginning been India's largest online fundraising event and largest in terms of number of donors it engaged in the online medium. Larger than even the Mumbai Marathon! An interesting comparison can be drawn to the India Against Corruption movement of Anna Hazare that raised Rs. 2.94 crores. While this was one over 6 months, the above event accomplished this task in 45 days.
The Challenge, an online fundraising event, motivates NGOs, corporates and individuals to raise funds for their chosen cause and get rewarded for their efforts in turn; through a matching grant given in various categories during the course of the event.
A total of Rs. 96 lacs (compared to Rs. 65 lacs in 2010 and Rs. 56 lacs in 2011) was won as matching grants by 72 participating NGOs. For the first time this year a donor (who wishes to remain anonymous) contributed Rs. 21 lacs to the overall matching pool.
The NGO Challenge was won by Teach For India who raised Rs. 43 lacs, overtaking the reigning champion of 2 years Parivaar Education Society (Rs. 39 lacs) who came in second after a tough fight. It was a battle akin to David and Goliath that was fought between the two as Teach For India’s 1,868 donors contributing an average of Rs. 2,348 per person slowly but steadily took over Parivaar Education Society’s 113 donors who contributed an average of Rs. 34,641 per person. Teach For India got 150+ of its fellows involved in their fundraising and each fellow was raising money for his/her own class in a municipal school. Relatives and friends of these fellows, who have taken a 2 year sabbatical from work, gave generously to their wards who have made a remarkable and not so common break from career paths that are followed by others.
Down the leaderboard too some of the NGOs were really close together with third positions taken by Apna Janakalyan (Rs. 12 lacs) and Vidya & Child (Rs. 11 lacs) coming fourth.
Mridvika Mathur, Manager, Development of Teach For India says, "India Giving Challenge 2011 was an opportunity where Teach For India encouraged its Fellows to raise funds for their own classrooms and community projects. It was a chance for them to demonstrate their leadership skills and take complete ownership to gather resources for a cause that was so dear to their hearts. It was due to their conviction and sheer passion that Teach For India could ace this challenge.”
And it was sheer passion and conviction indeed that helped Fellows such as Aritra De to raise funds from family and friends. Aritra surprised himself by raising Rs. 1,48,000 - over a lakh more than what he had aimed for. Says De, “I did not expect to reach my target but managed to cross it. I realised early on in my fundraising that connecting donors with the cause was important. So I connected with people over phone/email about my work with Teach For India but did not ask for donations. Only when they were keen to know more about what I do, did I make a donation appeal. People were more than happy to donate then and even volunteered to spread the word amongst their own networks.” De, who raised money to build a library at and improve the infrastructure of the school at which he teaches, sent pictures of his classroom and school to further engage people to his cause.
It was the same for the team of the NGO Sahaara Mumbai too where all employees reached out to their friends and family. Infact the annual event has become a much awaited one at Sahaara Mumbai for both the team as well as donors because of the excitement that it generates.
About GiveIndia: GiveIndia (www.GiveIndia.org)
For more information about the India Giving Challenge, visit the India Giving Challenge 2011 website or either write to rakhee@giveindia.org or tarika@giveindia.org
