The children in Sri Lanka are continuously caught up in poverty cycles: in this society, if you are born poor - you will die poor. The only way to break out from this cycle is through getting higher education to improve their lives. "Most children wear rubber flip flops to school, which wear out quickly, while others cannot even afford a pair [of flip flops]. When one adds shoes, books, and school essentials, one would think it’s better to stay at home and look after the younger siblings or work in the farm. As the result, 25% of the children drop out of school after grade 5 to help their parents with work instead of completing their studies.”
This immediate call for action gave roots to Kalmat Foundation, a non-profit organization created in 2011 and based in Tulsa, Oklahoma, USA. It also has an active branch in St. Gallen, Switzerland. Kalmat has succeeded in engaging individuals and organizations to contribute to the foundation in Switzerland through cash donations and sale of handmade scarfs and jewellery. However, it has been struggling with attracting and retaining donors in the US due to intense competition with other organizations.
Kalmat employs a wide network of volunteers in the US, Europe, and Sri Lanka and is currently supporting around 500 Sri Lankan children. To ensure that every child has a pair of shoes and enough school supplies for a year, Kalmat needs to raise at least 20,000 USD annually.
Learn more about Kalmat Foundation here: http://www.kalmatfoundation.org/
To continue providing Sri Lankan children with a more promising future, Kalmat Foundation would like to step up its game and build strong long-term relationships with donors in the US. It is important that Kalmat makes its voice heard through finding an appropriate approach to the US donors.
Specific recommendations to be developed by the Consulting team are:
1. Develop a business model for Kalmat to successfully reach the goal of providing 500 children with yearly school shoes and supplies
a. Analyze similar organizations and evaluate their best practices in fundraising management and partnership programs
b. Clarify Kalmat’s unique value proposition to influence organizations to support the cause
c. Identify five potential donor organizations who share the similar vision as Kalmat and propose effective ways to approach them
2. Develop a new communication strategy to tell an inspiring story and encourage organizations to make donations for the cause
a. Evaluate Kalmat’s current marketing and communications practices (official website, social media platforms)
b. Gather most effective marketing tactics from similar organizations and adapt them to Kalmat
The managing team of Kalmat Foundation will incorporate your recommendations when operational, tactical and strategic decisions are to be made in the near future.