Description
the project is about the ngo's adopting different strategies
STRATEGIES OF NON-PROFIT ORGANISATION
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ST. ANDREW‘S COLLEGE OF ARTS, SCIENCE AND COMMERCE BANDRA (W), MUMBAI – 400050.
STRATEGIES OF NON-PROFIT ORGANIZATION (NGO) Submitted for the Course STRATEGIC MANAGEMENT IN SEMESTER I MASTER OF COMMERCE PROGRAMME OF THE UNIVERSITY OF MUMBAI BY REBECCA ROBERT NORONHA ROLL NO: 9013
UNDER THE GUIDANCE OF PROF. SWATI CHAPLOT
2013 – 2014
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DECLARATION
I hereby declare that this project report entitled ?STRATEGIES OF NON PROFIT ORGANIZATION (NGO)? which is being submitted in partial fulfillment of the requirement of the course on STRATEGIC MANAGEMENT leading to the award of the ?Master of Commerce Degree? by the University of Mumbai is the result of the research carried out by me under the guidance and supervision of PROF. SWATI CHAPLOT
I further declared that I have not previously submitted this project report to any other institution/university for any other degree/ diploma or for any other person.
Date:
Place: Mumbai
Signature of Student
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CERTIFICATE
It is certified that this project STRATEGIES OF NON-PROFIT ORGANIZATION (NGO) has been prepared and submitted by REBECCA ROBERT NORONHA, Roll no: 9013 of student under my guidance during the academic year 2012-2013.
Date: (Dr. ________________) Place: Mumbai
Signature
(Associate Professor)
Signature of the the Internal Examiner
Signature of the External Examiner
Signature of Principal
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ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep regards to my guide PROF. SWATI CHAPLOT for her exemplary guidance, monitoring and constant encouragement throughout the course of this thesis. The blessing, help and guidance given by her time to time shall carry me a long way in the journey of life on which I am about to embark.
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Index
NO. CHAPTERS
CHAPTER 1 INTRODUCTION 1.1 1.2 NGO 2OBJECTIVES OF STUDY CHAPTER 2TERRIBLE ISSUED FACED BY CHIDREN CHAPTER 3 – NGOs RELATED TO CHILD PROBLEMS 3.1 3.2 3.3 3.4 3.5 SAVE – THE CHILDREN RESCUE FOUNDATATION CRY MY FOUNDATION WORLD VISION CHAPTER 4 – RIGHTS TO KNOW CHAPTER 5 – STRATEGIES AND ROLE ADOPTED BY NGO 23 21 21 22 22 22 10 8 9
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4.1 4.2 4.3
FIRST GENERATION SECOND GENERATION THIRD GENERATION CHAPTER 6 – REARCH METHODOLOGY CHAPTER 7 – CASE STUDIES CHAPTER 8 – UNQUE METHODS OF MARKETING STRATEGIES CHAPTER 9 RECOMMENDATION CHAPTER 10 – CONCLUSION CHAPTER 11 – BIBLIOGRAPHY
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CHAPTER 1
INTRODUCTION
Non-governmental organizations (NGOs) are legally constituted corporations created by natural or legal people that operate independently from any form of government. The term originated from the United Nations, and normally refers to organizations that are not a part of a government and are not conventional for-profit businesses. In the cases in which NGOs are funded totally or partially by governments, the NGO maintains its nongovernmental status by excluding government representatives from membership in the organization. In the United States, NGOs are typically nonprofit organizations. The term is usually applied only to organizations that pursue wider social aims that have political aspects, but are not openly political organizations such as political parties. The number of NGOs operating in the United States is estimated at 1.5 million. Russia has 277,000 NGOs. India is estimated to have had around 3.3 million NGOs in 2009, just over one NGO per 400 Indians, and many times the number of primary schools and primary health centres in India. Non-governmental Organization (NGO) is an agency devoted to managing resources and implementing projects with the goal of addressing social problems. NGOs are of great importance and value for the modern society and hence comes the need of having a marketing strategy for the NGO. This would help the NGO reach the masses and make the common man aware of the work it does.Marketing in an NGO usually means attracting human and capital resources. NGOs today use various marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole. However, this is true only in case of some NGOs, while most of them are finding great challenge to collect funds, in building credibility, getting more people involved and in general to carry out its social activities.
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Objectives
The following are the objectives of the research study: 1) To study the strategies of NGOs and generate awareness about the same 2) To put forward effective techniques of NGO. 3) To identify major constraints and issues faced by NGOs
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CHAPTER 2
TERRIBLE ISSUES FACING CHILDREN
Military Use of Children
Around the world, children are singled out for recruitment by both armed forces and armed opposition groups, and exploited as combatants. Approximately 250,000 children under the age of 18 are thought to be fighting in conflicts around the world, and hundreds of thousands more are members of armed forces who could be sent into combat at any time. Although most child soldiers are between 15 and 18 years old, significant recruitment starts at the age of 10 and the use of even younger children has been recorded. Easily manipulated, children are sometimes coerced to commit grave atrocities, including rape and murder of civilians using assault rifles such as AK-47s and G4s. Some are forced to injure or kill members of their own families or other child soldiers. Others serve as porters, cooks, guards, messengers, spies, and sex slaves.
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Trafficking and Slavery
Trafficking is the fastest growing means by which people are forced into slavery. It affects every continent and most countries. Currently, children are trafficked from countries such as Bangladesh, Pakistan, Sudan and Yemen to be used as camel jockeys in the UAE. Furthermore, Anti-Slavery International also has evidence that children are also being trafficked to be used as camel jockeys in other Gulf states including Kuwait, Qatar, Oman, and also internally in Sudan. The use of children as jockeys in camel racing is itself extremely dangerous and can result in serious injury and even death. Some children are also abused by the traffickers and employers, for example by depriving them of food and beating them. The children‘s separation from their families and their transportation to a country where the people, culture and usually the language are completely unknown leaves them dependent on their employers and de facto forced laborers. According to UNICEF, over 200,000 children work as slaves in West and Central Africa. Boys are usually sold to work on cotton and cocoa plantations while girls are used as domestic servants and prostitutes. In some cases, children are kidnapped outright and sold into slavery while in others, families sell their children, mostly girls, for as little as $14.
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Internet Child Pornography
The internet is a virtual playground for child predators. It is a place that operates largely outside of the law. While trading in pedophile pornography is illegal, lack of adequate funding means law enforcement officials are able to investigate just two percent of their leads. Also, according to Interpol statistics, only one-half of one percent are ever prosecuted. On a show that aired September 2, 2008, Oprah Winfrey showed a map that clearly conveyed how fast one pornographic image of a child being molested can spread. From a computer in Washington, DC, the image spread within 24 hours, all across the United States. The demand for new images and videos is so high that authorities report they are tracking increasingly brutal pornography with younger and younger victims.
Child Prostitution
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In Thailand, NGOs have estimated that up to a third of prostitutes are children under 18. A study by the International Labor Organization on child prostitution in Vietnam reported that incidence of children in prostitution is steadily increasing and children under 18 make up between 5 percent and 20 percent of prostitution depending on the geographical area. In the Philippines, UNICEF estimated that there are 60,000 child prostitutes and many of the 200 brothels in the notorious Angeles City offer children for sex. In India as many as 200,000 Nepali girls, many under the age of 14, have been sold into red-light districts. Nepalese girls, especially virgins, are favored in India because of their fair skin and young looks. Every year about 10,000 Nepalese girls, most between the age of nine and 16, are sold to brothels in India. In El Salvador, one-third of the sexually exploited children between 14 and 17 years of age are boys. The median age for entering into prostitution among all children interviewed was 13 years.
Child Labor
An estimated 211 million children between the ages of 5 and 14 are working around the world, according to the International Labor Organization. Of these, 120 million children are working full time to help support their impoverished families.
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There are millions of children whose labor can be considered forced, not only because they are too young to choose to work, but also because they are, in fact, actively coerced into working. These include child bonded laborers — children whose labor is pledged by parents as payment or collateral on a debt — as well as children who are kidnapped or otherwise lured away from their families and imprisoned in sweatshops or brothels. In addition, millions of children around the world work unseen in domestic service — given or sold at a very early age to another family. Forced child laborers work in conditions that have no resemblance to a free employment relationship. They receive little or no pay and have no control over their daily lives. They are often forced to work beyond their physical capacity and under conditions that seriously threaten their health, safety and development. In many cases their most basic rights, such as freedom of movement and expression, are suppressed. They are subject to physical and verbal abuse. Even in cases where they are not physically confined to their workplace, their situation may be so emotionally traumatizing and isolating that once drawn into forced labor they are unable to conceive of a way to escape.
Child Neglect
Neglect is an act of omission, or the absence of action. While the consequences of child neglect can be devastating, it leaves no visible marks. Moreover, it usually involves infants and very young children who cannot speak for themselves. James M. Gaudin Jr.,
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in ?Child Neglect: Short-Term and Long-Term Outcomes?, reported that, compared with non-maltreated and abused children, neglected children have the worst delays in language comprehension and expression. Psychologically neglected children also score lowest in IQ (Intelligence Quotient) tests. Emotional neglect, in its most serious form, can result in the ?non-organic failure to thrive syndrome,? a condition in which a child fails to develop physically or even to survive. According to Gaudin, studies have found that, even with aggressive intervention, the neglected child continues to deteriorate. The cooperation of the neglectful parents, which is crucial to the intervention, usually declines as the child‘s condition worsens. This shows that it is sometimes not that easy to change the parental attributes that have contributed to the neglect in the first place. Parental neglectful behaviors include not keeping the child clean, not providing enough clothes for keeping warm, not making sure the child attended school, not caring if the child got into trouble in school, not helping with homework, not helping the child do his best, not providing comfort when the child was upset, and not helping when the child had problems. The prevalence of childhood neglect ranged from 3.2% in New Hampshire, United States, to 10% in Montreal, Quebec, Canada, 19.4% in Singapore, and 36.4% in Pusan, Korea.
Lack of Access to Education
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More than 100 million children do not have access to school. Of the children who enroll in primary school, over 150 million drop out, while user fees, including levies, are still charged for access to education in 92 countries and that such charges have impact on excluding girls. 77 million children worldwide are not able to go to school due to lack of funds. For socially disadvantaged segments of the population like poor inhabitants of cities, AIDS orphans and the physically challenged, any access to education is often particularly difficult to obtain. The consequence of this lack of access to education is that 15 percent of those adolescents between 15 and 24 in third world countries are illiterate.
Location often contributes to a child‘s lack of access and attendance to education. In certain areas of the world it is more difficult for children to get to school. For example, in high-altitude areas of India, severe weather conditions for more than 7 months of the year make school attendance erratic and force children to remain at home. Gender also contributes to a child‘s lack of access and attendance to education. In 25 countries the proportion of boys enrolling in secondary school is higher than girls by 10% or more, and in five; India, Nepal, Togo, Turkey and Yemen, the gap exceeds 20%. The worst disparity is found in South Asia, where 52% of boys and only 33% of girls enroll; a gap of 10%. Enrollment is low for both boys and girls in sub-Saharan Africa, with rates of just 27% and 22%. Girls trail respectively behind. It is generally believed that girls are often discouraged from attending primary schooling, especially in less developed countries for religious and cultural reasons.
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Life as Refugees
Of the 50 million refugees and displaced people in the world, approximately half are children. War is the primary factor in the creation of child refugees. It is also a principle cause of child death, injury, and loss of parents. In the last decade, war has killed more than 2 million children, wounded another 6 million, and orphaned about 1 million. Children also flee their homes because they fear various forms of abuse such as rape, sexual slavery, and child labor. Circumstances of birth also play a role in depriving children of a legal home. Each year 40 million children are not registered at birth, depriving them of nationality and a legal name. The combined ravages of AIDS and war have created a large pool of orphan refugees and displaced children, particularly in Africa. The toll of Rwanda‘s civil war, for example, left orphan children to head some 45,000 Rwandan households, with 90 percent of these headed by girls. ?Separated Children? are those under age 18 and living outside their country of origin without parents or legal guardians to care for or protect them. Every year, about 20,000 separated children apply for asylum in Europe and North America. Overall, children account for approximately half of all individuals seeking legal asylum in developed countries. Separated children are not often legally recognized as refugees in western countries. In Europe, for example, where there may be as many as 50,000
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separated children at any given time, only an estimated 1-5 percent of those who apply for asylum are granted refugee status.
Poverty
According to UNICEF, 25,000 children die each day due to poverty. Around 27-28 percent of all children in developing countries are estimated to be underweight or stunted. The two regions that account for the bulk of the deficit are South Asia and sub-Saharan Africa. Some 1.1 billion people in developing countries have inadequate access to water, and 2.6 billion lack basic sanitation. Almost two in three people lacking access to clean water. Some 1.8 million child deaths each year as a result of diarrhea. For the 1.9 billion children from the developing world, there are: 640 million without adequate shelter (1 in 3), 400 million with no access to safe water (1 in 5) and 270 million with no access to health services (1 in 7). 10.6 million died in 2003 before they reached the age of 5 (same as children population in France, Germany, Greece and Italy.) 1.4 million die each year from lack of access to safe drinking water and adequate sanitation. 2.2 million children die each year because they are not immunized. Millions of parents in developing countries must daily cope with the fact that their children may not survive the first critical years of life; in many cases, the diseases that threaten their children‘s lives are preventable.
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Violence through Indoctrination
Palestinian children are taught to hate Jews, to glorify ?jihad? (holy war), violence, death and child martyrdom almost from birth, as an essential part of their culture and destiny. As captured on an Israeli video documentary produced in 1998, a ?Sesame Street?-like children‘s program called the ?Children‘s Club? — complete with puppet shows, songs, Mickey Mouse and other characters — focused on inculcating intense hatred of Jews and a passion for engaging in and celebrating violence against them in a perpetual ?jihad? until the day the Israeli flags come down from above ?Palestinian land? and the Palestinian flag is raised. In Madrasas, Islamic schools for study of pure Islamic religion, the culprits are the religious teachers; and the victims include helpless innocent underage students. The sacred teacher-student relationship is given a new definition in these Islamic schools. Following is the bitter experience of a 12 years old madrasa student from Kenya who was rescued during January 2003. ?It was a terrible place, they chain both legs and both arms, sometimes hands and feet together, They beat us at lunch time, dinner time and grab both legs and hands and give us lashes on the buttocks. We sleep in chains, eat in chains, and go to the toilets in chains. Sometimes we are hooked on the roof in chains and left hanging. We have to memorize the Koran and get punished if we cannot recite the Koran in the classroom?.
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Chaining incidents are rare in Bangladeshi madrasas. Child torture incidents in madrasas are reported mostly in Pakistan, Afghanistan and Sudan. The number of students are estimated somewhere between eight hundred thousands to one million. They are often run by religious organizations and lure young children mainly from poor families by providing free food and lodging. Some of the schools even provide intensive political and armed training.
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CHAPTER 3 NGO RELATED TO CHILD PROBLEMS
There are nearly 3.3 million NGOs in India below mention are some the NGOs below:
Save - The Children India
Save The Children India is a non -profit organization established in 1988. It has been working towards the empowerment of the underprivileged women and children through its many health, vocational training and education program.Today, over 250 children, who are either intellectually, hearing, or speech impaired, study at the Special Care Centre. More than 1825 boys and 12368 girls have successfully availed of the Balwadi pre -primary education program, and more than 7175 children have bene fited from the comprehensive school program run by STCI.One of our proudest accomplishments includes bringing health & education to nearly 200,000 children. Additionally, STCI has created a special focus for advocacy, prevention and repatriation of trafficked women and children.
RESCUE FOUNDATION
We are non-profit, government recognized and registered NGO working for rescue, rehabilitation and repatriation of victims for human trafficking from different parts of India, Nepal & Bangladesh and sold for forced prostitution. Over a period of last eight years, we have achieved the organizational capabilities and experience to fulfill our duties to this most neglected segment of our society. We ensure that women's human rights are respected, protected, and fulfilled.
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CRY- CHILD RIGHT AND YOU
Child Rights and You commonly abbreviated as CRY is a non-profit organization in India that aims to restore children's rights in India. The organisation was established in 1979. The organization partners with grass-roots Non governmental organisations to uplift thousands of Indian children denied basic children's rights.[1][2][3] It works towards restoring basic rights to children, especially from India and works across levels from direct action to advocacy, mobilizing public opinion and policy change. It was started by Rippan Kapur, who died in 1994 at the age of 40. It focuses mainly on the 4 basic rights of survival, development, protection and participation which were defined by the United Nations Convention on the Rights of the Child (CRC), an international human rights treaty which has been ratified by 192 countries.
MV FOUNDATION
MV Foundation‘s approach is based on a firm conviction that no child works and that all children in the 5-14 years age group must be in school. In other words it recognizes the inextricable link between the program for universalization of education and abolition of all forms of child labour. · It follows an?area-based approach‘ as against a target based approach. It seeks to address the rights of the entire universe of children- both in school and out of school- in the 5-14 years age group in its area of operation.
World Vision India
World Vision conducts nine special initiative programmes, targeting in particular street children, bonded child labourers and child victims of sexual exploitation. enter for Sustainable Human Development rescue of bonded child labourers in Chennai coordinates through networking in Campaign Against Child Labour (CACL)
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CHAPTER 4
RIGHTS TO KNOWABOUT CHILDREN
According to the United Nations Convention on the Rights of the Children - that India ratified in 1992 - all children are born with fundamental rights.
? ? ? ?
Right to Survival - to life, health, nutrition, name, nationality Right to Development - from exploitation, abuse, neglect Right to Protection - to education, care, leisure, recreation, cultural activities Right to Participation - to expression, information, thought, religion And a right to achieve these dreams. Even though India's children account for more than one-third of its population, their interests have never been given priority. And their rights have been violated every single day.
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CHAPTER 5
STRATEGIES AND ROLE ADOPTED BY NGOs
STRATEGIES AND ROLES
• FIRST GENERATION • SECOND GENERATION • THIRD GENERATION
The typology of NGOs is related to the differences in their strategies and activities. As such, each type of organization uses different types of strategies such as relief and welfare strategies, community development, sustainable systems development, or people‘s movement. These approaches are used by organizations at certain stages. Korten (1990) uses the ?three generation strategy? to describe the stages of development of NGOs. The following discussion will describe each stage and then classify the type of organization according to the strategies used.
FIRST GENERATION
The first generation strategy uses the welfare and relief approach in the delivery of their services where dole-out of goods and services are the main activities. Often this strategy is used when there are natural calamities like floods, earthquakes, or war.
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In such a situation, the NGO is the ?doer? and is the chief actor while the beneficiary remains passive. It responds to an immediate and visible need. The management orientation in this stage is in logistics management. Moreover, the NGOs in this stage tend to live on donations by appealing through the mass media. The shift, however, to the second-generation strategy stems from the realization that they are solving only the symptom but not the underlying cause.
SECOND GENERATION
The second-generation strategy basically employs community development strategies. Its focus is on local inertia; thus, the NGOs develop the capacities of the people so that the people could meet their own needs. The main theme of this stage is the empowerment of the people through self-reliance and self-determination in the village or group level. Unlike the first generation strategy, the role of the NGOs here is ?mobilizer? rather than doer. In this stage, there is a substantial focus on education with the assumption that the problem lies exclusively on individual‘s lack of skill and physical strength. Under this strategy, there is still evidence of dependence that did not make for a lasting impact. Because of the ineffectiveness of some projects, NGOs began to realize that there is a need to change their strategies. Thus, the gradual shift from the second generation to the third generation strategy began to occur.
THIRD GENERATION
The third generation strategy looks at the role of the NGO in developing sustainable systems. Elliott (as cited in Brodhead, 1987) explains that this strategy calls for a more political involvement in the form of support conscientization activities, and beyond that, for empowerment. This strategy looks beyond the community and further delves into the local, national and international levels in its efforts towards development. As Korten (1990) has observe: ?Third generation strategies focus on creating a policy and institutional setting that
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facilitates, rather than constrains just, sustainable, and inclusive local development action. ?
The strategies employed by the generational framework indicate that NGOs evolve and change according to their commitment for development. Most often POs (people‘s organizations) and VOs (voluntary organizations) reach the third generation strategy because of their, as Korten (1990) puts it, ?focus on trying to make a sustainable difference in the lives of the people it is assisting.? On the other hand, PSCs (public service contractors) and GONGOs (hybrid governmental/non- governmental organizations) are less likely to reach the third generation strategy. PSCs depend on their donor while the government responds to changes in its policies. Korten (1990) further states that generally, donors and governments are more interested in supporting NGOs in relief and welfare interventions to relieve immediate suffering than in efforts aimed at fundamental structural change. Hence, seldom can we find PSCs and GONGOs that go beyond the second-generation strategy.
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CHAPTER 6
Research Methodology
The research methodology required gathering relevant data from the specified documents and compiling databases in order to analyze the material and arrive at a more complete understanding of the term and concept of the Non-governmental organization and know about its strategies that have been adopted by the NGOs.
For the study, the research is descriptive. The information collected for the study of strategies of NGOs was obtained through secondary data that is from the internet. However, secondary data may not be sufficient to define the research problem
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CHAPTER 7
Case studies
CASE 1
My Dream to Success... Yasmeen, 12 years old hails from Ganga Bowli in Karwan Area of Asifnagar Mandal, Hyderabad, Andhra Pradesh. She was forced to dropout as her father abandoned the family & re-married other women. Because of this she was not only excluded from schooling but also pushed into work as a Domestic Worker to support her family. ?My father Karim Khan, is an auto driver who doesn't bring us anything when he comes over.I'd like to go to school, but I have to work? One day while working– washing dishes, sweeping and mopping the floors, she met Farzana (Save the Children's partner organisations' Staff). She now attends Government Primary School Sitarampet from morning till afternoon. She goes to work after school from 2 to 3 PM for the same wages. Her wages go towards the monthly rations. She has dreams of sending her brother to school a well.
CASE 2
Rape of five-year-old Delhi girl throws light on child abuse in India Saturday, Apr 27, 2013, 19:15 IST In New Delhi alone, 14 children go missing everyday, and nationwide, a majority of India's 440 million children are subjected to some form of sexual abuse. The brutal abduction, rape and torture of a five-year-old girl in New Delhi, has once again put the spotlight on rampant child abuse and abysmal enforcement of child protection laws in India. In New Delhi alone, 14 children go missing everyday, and nationwide, a majority of India‘s 440 million children are subjected to some form of sexual abuse.
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Families of victims and experts said failings in the police and health services means most kidnappers and abusers often escape punishment. Azhar, the father of a missing girl, resides in a slum area of North Delhi. He says his family is still recovering from the shock of the loss of their 11-year-old daughter five years ago, when she went missing after visiting the local public wash area. ?My family is shattered. She was our only daughter. We loved her a lot. She used to study and used to help her mother with the household work. This has affected us deeply,? claims Azhar. With no significant leads, the police are now exerting pressure on Azhar to let them close the case. In a neighbouring district, the sister of an abducted and abused child, has accused the police of falsifying evidence after a police appointed doctor filed a report stating nothing had happened to the child during her abduction. The child had told her sister she had been raped and an independent doctor confirmed she had been drugged. ?She was feeling unwell during the evening, so, we took her to the hospital, and the doctor said she was drugged,? said the child‘s sister. The family believes three men from their locality were involved in the kidnapping and abuse. They said the police is not interested in helping them. Meanwhile, charity worker Sant Lal helps families of abducted children. He said in most cases there is a good chance of finding missing children and their abductors, but the police are too inactive to follow leads and build evidence. He added that the police lacks the sensitivity needed to communicate with children traumatised by abduction and abuse. Child abduction and abuse is particularly prevalent amongst migrant labourers who are residing in poor urbanized areas of India. Without facilities for childcare, many children in these areas are left alone for long periods of the day. Viji Arora, director of Children‘s Rights and You, said: ?They go missing on account of various reasons. They are probably potential victims of rape, abuse or they are being
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basically trafficked for labour purposes or for commercial sexual exploitation, or being put in something like begging or even organ trading. In 2007, a damning report on the state of child protection issued in India prompted the government to take firm action. The National Commission for Protection of Child Rights was set up to develop strict laws and policies on the issue Experts say while the laws and policies are in place, there is a systemic failure to implement them. Save the Children India‘s CEO, Thomas Chandy, said many children now see abuse as a part of their lives. ?If they are approached or, if they are abused by a family member, and when they see that happening with the rest of their siblings or friends, they probably think that it is a given, you know, that it happens everywhere. So, what needs to be done is to introduce a lot of awareness building activities within such communities,? said Chandy. Child psychiatrists say the psychological impact of abuse can adversely affect the overall development of the child. In adulthood they may struggle to see a future for themselves—they may develop anger issues and find it difficult to maintain healthy relationships. Doctor Gupta from the Centre for Child and Adolescent Wellbeing in Delhi, said that with the right support, abused children can recover from these types of trauma. The challenge for India is that these atrocities of child abuse and abductions are shrouded in silence and secrecy. Many communities are afraid their children will become ostracized if they talk openly about sexual abuse. In 2011, the government began setting up specialised anti-human trafficking units in police stations throughout the country. There are now 225 units and another 110 due to be set up this year whose job is to collect intelligence, maintain a database of offenders, investigate reports of missing persons and partner with charities in raids to rescue victims. Experts said there is also a need for police and health workers to be trained in how to communicate with abused children and how to spot signs of abuse.
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CASE 3
Our Interventions in Leh: The Nomadic residential school in village Puga in Leh is a government school that was established 5 years ago to facilitate children from the Changpa tribe, a nomadic tribe with Tibetan origins. The nomad life tends not to be conjunctive to children‘s educational development, as seasons change the nomads must find new pastures for their animals to graze on, and in doing so they frequently move camp and set up in different locations. This can be a difficult life for children, with little stability and limited opportunities to attend school; the Nomadic Residential School provides boarding, food and classes during the day in a warm and safe environment for students ages four to sixteen. In the aftermath of the flashfloods Save the Children received many donations and non food items to be distributed to Ladakhi families affected by the floods, after reaching nearly 3,000 flood affected children with education kits there was still a lot more left to do. The Nomadic Residential School is one of our targeted institutions, children attending this school come from families with little disposable income and it is often difficult for the school to provide children with the facilities they need. Save the Children donated one hostel kit and 78 school kits to the Nomadic Residential School. One field officer Stanzan Kunszit remarked on the children‘s reaction ?Children were so enthusiastic and so happy about every single thing they got!?
CASE 5
Muntazim In 2010, thirteen year-old Muntazim Bashir survived a bullet injury to the head. Three years later, in March 2013, he received a bullet in his neck while on a motorbike with his uncle. He has undergone two operations and will need major surgery for his head injury if the affected skull bone does not grow back adequately in the next two years. So far, the action has provided him with INR 34,000 towards his treatment, but the family has been forced to spend three times this amount so far.
CASE 6
Asif 11 year-old Asif Bashir‘s left hand and foot were hit by tear gas shells in 2010. The injury has left pins in his foot and led to the growth of a tumour in his hand. He has been given INR 30,000 for treatment but again, has already spent a lot more. Currently, the project team 31 | P a g e
individually and through the community - has been urging the child and his family to travel to New Delhi and undergo surgery for his arm at the earliest. Last year, a fourteen-year old boy in the area died due to the delayed treatment of a similar injury.
CASE 7
Iqbal Ten year-old Iqbal was caught in a stampede during a protest and sustained serious injuries to his kidney. One kidney has completely failed and dialysis is being ruled out as the other kidney is not strong enough to sustain the surgery. He has been provided INR 35,000 towards his treatment and is currently undergoing weekly check-ups at SKIMS hospital, Srinagar.
CASE 8
A very special first bday It was a day of celebration for the small tribal community at Chalamanna Nagar in Mulakalapalli mandal of Khammam district, Andhra Pradesh. A baby‘s first birthday is reason to celebrate anywhere but the mother of the child - Karam Mangamma had particular reason to rejoice. Her baby girl was the first in her family and her village to be delivered in a health care facility, ever.
Her reticence was not surprising as traditionally, this community would deliver their babies at home in the presence of an elderly woman doubling up as the midwife. In fact, going to a doctor to treat an illness was not standard practice for the 33 families of the tribal community clustered on a small patch of land at Chalamanna Nagar. Though the primary health centre is not far off and even has a functioning ambulance, this small
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community is only now warming up to the services provided there. The community has been settled here for the past six or seven years having been forcibly displaced from their homes and land in neighbouring Chhattisgarh following the conflict between the Indian State and the Maoists. Save the Children and its local partner, Siri, has been working in 55 settlements of communities of people who have been displaced, in Khammam district since 2012. Siri‘s staff explained to Mangama about the potential threat to her unborn baby‘s life and also the benefits of having trained people attend to the complicated delivery. Reluctanctly, Mangamma agreed to being taken to the hospital. One year on, the mother feels she took the right decision then to have her baby delivered at the primary health centre. ?I am happy that I went to the hospital to have my baby,? she said. ?The experience showed me that it is safer to have a baby delivered with people who are trained and can take care of you if something goes wrong.? Mangamma‘s first child was delivered at home. Due to lack of information and proper understanding of child care, her first child, Ramana had undergone treatment for Severe Acute Malnutrition (SAM). More and more women in her community are now voluntarily choosing to go to the PHC to deliver their babies. Save the Children has invested in counseling pregnant women and lactating mothers in the community on the benefits of institutional delivery, exclusive breastfeeding and routine immunisation. And the results are visible. Of 42 deliveries in the period April-November 2102, 32 were institutional deliveries. And all the babies were given the full dose of routine immunisation. We are hopeful that these efforts will see many more children reach not just their first birthday but will go on to have a happy childhood!
CASE 9
REKINDLING HOPE FOR FUTURE One look at Arshi and you know she is no ordinary girl. Arshi, a four-year-old girl from Kalipaltan in Tonk district, Rajasthan has seen death from close quarters. A few months ago, her parents had lost all hope that their daughter would survive. Arshi caught typhoid. Her health deteriorated and she completely stopped eating. ?I had lost hope that my daughter would recover,? said her mother. The ASHA worker from the Anganwaadi centre in the village came to Arshi‘s rescue. She counselled her parents and asked them to take her to Save the Children supported Nutrition Rehabilitation Centre (NRC) in Tonk. At the NRC, Arshi was given supplementary nutrition. Her health was monitored closely and her mother was counseled on good childcare practices. With the right kind of food,
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care and medicines, Arshi‘s health improved significantly. Arshi is no longer malnourished. She is a healthy child and loves playing with her dolls, while her mother spends her days watching her daughter grow.
Tonk is one of the worst districts in Rajasthan reeling under the damaging effects of malnutrition. There are many children, like Arshi, who suffer from Severe Acute Malnutrtion (SAM), but due to lack of access to basic healthcare, they don‘t get the appropriate treatment.
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Though there was a government run NRC in Tonk that has been operational since 2006, there was a lack of trained healthcare professionals and basic infrastructure. Save the Children stepped forward to fill these gaps and make it more child friendly. Today, the NRC is fully functional and equipped with trained staff, couselling kits for mothers and children, informative material on health and nutrition, equipment for growth monitoring and a conducive environment to help children recover from malnutrition. Till date, over 82 children have been treated at the NRC and the number only keeps growing every day.
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CHAPTER 8
Unique Methods Of Marketing used By NGOs
The following are some of the unique methods in which NGOs are carrying out their marketing activities. ? Exhibitions are usually held by the NGOs to sell products like bags, folders, pouch etc. These products are made of environment friendly material. This helps the NGO to generate revenues for there varied projects and showcase their talent pool. The exhibitions are basically carried out in tandem with schools, colleges and corporate. ? Organizing events like haldi kum-kum (for women), Sathya Narayan puja etc. to form an emotional bondage with the Volunteers. This helps them reach the masses. ? Printing calendars with logos and mission of the NGO. This helps the NGO reach the common man and spread awareness about their cause. ? Mascots are used by some NGOs to spread messages which impact the common man. (e.g. A mascot for spreading awareness on tree plantation drives.) ? Organizing annual functions where volunteers are felicitated and hence encourage them to do more work. ? Annual programmes are telecasted on local cable channels. This helps them spread their cause in a more effective way programmes are telecasted on local cable channels. This helps them spread their cause in a more effective way.
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CHAPTER 9
Recommendations
The recommendations that are put forward in the report are based on data analysis and interaction with the NGOs. This is an earnest attempt to help the NGOs fill up the gaps so that they can market their cause in a much more effective way.The recommendations are as follows:
Maintaining Database
Maintaining database of volunteers will help the NGOs to keep a track of their volunteers. This will help the NGOs, as they will be able to inform the volunteers regarding their upcoming events.
Tie-Up with the Academic Institutes
Tie-ups with the academic institutes would help the NGOs tap the potential of the students of these institutes. Students could help the NGOs at the base level by acting as volunteers. They could then act as prospective volunteers. By these means the NGOs will be able to solve their problem of getting human resource. NGOs can make use of this by: ? Organizing lectures, seminars, workshops and presentations regarding the various social issues for the students. This would sensitize the students and hence help the students in understanding the cause of the NGOs. ? Advertising in their School/College Annual festival. This would give the NGOs the visibility that they want. (Putting up banners and stalls, distributing brochures and leaflets).
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? During the annual parent-teacher meets the NGO could make presentations regarding their objectives and cause to all the students and their parents. This would help the NGOs reach the masses on a wider scale. ? Rewarding the students by giving certificates to them and appreciating their contribution. ? From the analysis we see that most of the NGOs‘ don‘t have website. For solving this problem the NGOs could tie up with academic institutes specially the technical ones which can help them design a good website.
Approaching Corporate
The Corporate today are increasingly becoming aware of their responsibility towards the society. The NGOs can approach the corporate for their cause. This would help the NGOs solve their problem of human as well capital resources. ? The corporate could work in tandem with a particular NGO and help them carry out all their activities in a better and organized way. ? The corporate could purchase all the items made by the NGOs and sell them during their cultural events. This would help the NGO get more funds and can be done on a quarterly basis. ? Students can help in making a professional presentation.
Some distinct ways to market the cause
The NGOs could also look at these ways to market their cause. ? Road Shows and Street Plays can be organized on regular intervals to make the masses aware of their cause. This gives them more visibility as well volunteers. These plays can be conducted at different malls or public places. ? NGOs can tie up with most of the housing societies which can lend them their extra space to conduct events. This helps them target house-wives who can lend the NGO a helping hand during their free time.
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? Creating a distinctive logo and mission of the NGO. This could then be printed on tshirts. This helps them reach people and leaves an impact on people‘s mind. ? Tying up with Newspaper agencies for distributing pamphlets along with newspapers. This will again help them reach the masses and get help in form of volunteers. ? Using the audio-visual medium to propagate their cause. The audio-visual medium could be the radio or cinema houses. ? Motivating the youth to join hands with the NGOs by urging the NGOs to tie-up with the youth wings of different clubs (like the Rotract club Youth wing).This would help the NGOs to get the young blood and get newer and fresher perspectives. ? From the analysis we see that most of the NGO‘s don‘t have a celebrity associated with them. The celebrity could be of help to the NGO‘s in raising funds for its marketing purpose.
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CHAPTER 10
CONCLUSION
International NGOs use a variety of different strategies to influence public policy. With the globalization of aid issues, these have changed significantly in recent decades. Each strategy requires different means and levels of expertise. Communication requires a certain level of technical know-how and needs to be consistent with a precise methodological approach. The arguments put forward need to have solid foundations, as this forms the basis of a campaign‘s legitimacy and credibility.
The efforts that NGOs have made in this domain have already borne fruit (some of which has been recognized via the awarding of a Nobel Prize) and have given them a new status. However, before investing themselves in advocacy activities, NGOs need to consider a number of critical issues, such as the competition that is created when more and more organizations become involved, the risk of messages becoming diluted, the blurring of lines between marketing and advocacy and the risk of being integrated into the decision-making process and losing independence.
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CHAPTER 11
BIBLIOGRAPHY
www.google.com www.google.co.in/images http://www.urd.org http://iconphils.wordpress.com http://www.karmayog.org http://listverse.com http://www.dnaindia.com/india/1827789/report-rape-of-five-year-old-delhi-girlthrows-light-on-child-abuse-in-india www.savethechildren.in/component/content/article/14-sample-data-articles/ http://en.wikipedia.org/wiki/Non-governmental_organization
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doc_912925356.docx
the project is about the ngo's adopting different strategies
STRATEGIES OF NON-PROFIT ORGANISATION
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ST. ANDREW‘S COLLEGE OF ARTS, SCIENCE AND COMMERCE BANDRA (W), MUMBAI – 400050.
STRATEGIES OF NON-PROFIT ORGANIZATION (NGO) Submitted for the Course STRATEGIC MANAGEMENT IN SEMESTER I MASTER OF COMMERCE PROGRAMME OF THE UNIVERSITY OF MUMBAI BY REBECCA ROBERT NORONHA ROLL NO: 9013
UNDER THE GUIDANCE OF PROF. SWATI CHAPLOT
2013 – 2014
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DECLARATION
I hereby declare that this project report entitled ?STRATEGIES OF NON PROFIT ORGANIZATION (NGO)? which is being submitted in partial fulfillment of the requirement of the course on STRATEGIC MANAGEMENT leading to the award of the ?Master of Commerce Degree? by the University of Mumbai is the result of the research carried out by me under the guidance and supervision of PROF. SWATI CHAPLOT
I further declared that I have not previously submitted this project report to any other institution/university for any other degree/ diploma or for any other person.
Date:
Place: Mumbai
Signature of Student
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CERTIFICATE
It is certified that this project STRATEGIES OF NON-PROFIT ORGANIZATION (NGO) has been prepared and submitted by REBECCA ROBERT NORONHA, Roll no: 9013 of student under my guidance during the academic year 2012-2013.
Date: (Dr. ________________) Place: Mumbai
Signature
(Associate Professor)
Signature of the the Internal Examiner
Signature of the External Examiner
Signature of Principal
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ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep regards to my guide PROF. SWATI CHAPLOT for her exemplary guidance, monitoring and constant encouragement throughout the course of this thesis. The blessing, help and guidance given by her time to time shall carry me a long way in the journey of life on which I am about to embark.
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Index
NO. CHAPTERS
CHAPTER 1 INTRODUCTION 1.1 1.2 NGO 2OBJECTIVES OF STUDY CHAPTER 2TERRIBLE ISSUED FACED BY CHIDREN CHAPTER 3 – NGOs RELATED TO CHILD PROBLEMS 3.1 3.2 3.3 3.4 3.5 SAVE – THE CHILDREN RESCUE FOUNDATATION CRY MY FOUNDATION WORLD VISION CHAPTER 4 – RIGHTS TO KNOW CHAPTER 5 – STRATEGIES AND ROLE ADOPTED BY NGO 23 21 21 22 22 22 10 8 9
PAGE NO.
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4.1 4.2 4.3
FIRST GENERATION SECOND GENERATION THIRD GENERATION CHAPTER 6 – REARCH METHODOLOGY CHAPTER 7 – CASE STUDIES CHAPTER 8 – UNQUE METHODS OF MARKETING STRATEGIES CHAPTER 9 RECOMMENDATION CHAPTER 10 – CONCLUSION CHAPTER 11 – BIBLIOGRAPHY
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CHAPTER 1
INTRODUCTION
Non-governmental organizations (NGOs) are legally constituted corporations created by natural or legal people that operate independently from any form of government. The term originated from the United Nations, and normally refers to organizations that are not a part of a government and are not conventional for-profit businesses. In the cases in which NGOs are funded totally or partially by governments, the NGO maintains its nongovernmental status by excluding government representatives from membership in the organization. In the United States, NGOs are typically nonprofit organizations. The term is usually applied only to organizations that pursue wider social aims that have political aspects, but are not openly political organizations such as political parties. The number of NGOs operating in the United States is estimated at 1.5 million. Russia has 277,000 NGOs. India is estimated to have had around 3.3 million NGOs in 2009, just over one NGO per 400 Indians, and many times the number of primary schools and primary health centres in India. Non-governmental Organization (NGO) is an agency devoted to managing resources and implementing projects with the goal of addressing social problems. NGOs are of great importance and value for the modern society and hence comes the need of having a marketing strategy for the NGO. This would help the NGO reach the masses and make the common man aware of the work it does.Marketing in an NGO usually means attracting human and capital resources. NGOs today use various marketing principles and techniques to influence a target audience to voluntarily accept, reject, modify or abandon a behavior for the benefit of individuals, groups or society as a whole. However, this is true only in case of some NGOs, while most of them are finding great challenge to collect funds, in building credibility, getting more people involved and in general to carry out its social activities.
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Objectives
The following are the objectives of the research study: 1) To study the strategies of NGOs and generate awareness about the same 2) To put forward effective techniques of NGO. 3) To identify major constraints and issues faced by NGOs
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CHAPTER 2
TERRIBLE ISSUES FACING CHILDREN
Military Use of Children
Around the world, children are singled out for recruitment by both armed forces and armed opposition groups, and exploited as combatants. Approximately 250,000 children under the age of 18 are thought to be fighting in conflicts around the world, and hundreds of thousands more are members of armed forces who could be sent into combat at any time. Although most child soldiers are between 15 and 18 years old, significant recruitment starts at the age of 10 and the use of even younger children has been recorded. Easily manipulated, children are sometimes coerced to commit grave atrocities, including rape and murder of civilians using assault rifles such as AK-47s and G4s. Some are forced to injure or kill members of their own families or other child soldiers. Others serve as porters, cooks, guards, messengers, spies, and sex slaves.
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Trafficking and Slavery
Trafficking is the fastest growing means by which people are forced into slavery. It affects every continent and most countries. Currently, children are trafficked from countries such as Bangladesh, Pakistan, Sudan and Yemen to be used as camel jockeys in the UAE. Furthermore, Anti-Slavery International also has evidence that children are also being trafficked to be used as camel jockeys in other Gulf states including Kuwait, Qatar, Oman, and also internally in Sudan. The use of children as jockeys in camel racing is itself extremely dangerous and can result in serious injury and even death. Some children are also abused by the traffickers and employers, for example by depriving them of food and beating them. The children‘s separation from their families and their transportation to a country where the people, culture and usually the language are completely unknown leaves them dependent on their employers and de facto forced laborers. According to UNICEF, over 200,000 children work as slaves in West and Central Africa. Boys are usually sold to work on cotton and cocoa plantations while girls are used as domestic servants and prostitutes. In some cases, children are kidnapped outright and sold into slavery while in others, families sell their children, mostly girls, for as little as $14.
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Internet Child Pornography
The internet is a virtual playground for child predators. It is a place that operates largely outside of the law. While trading in pedophile pornography is illegal, lack of adequate funding means law enforcement officials are able to investigate just two percent of their leads. Also, according to Interpol statistics, only one-half of one percent are ever prosecuted. On a show that aired September 2, 2008, Oprah Winfrey showed a map that clearly conveyed how fast one pornographic image of a child being molested can spread. From a computer in Washington, DC, the image spread within 24 hours, all across the United States. The demand for new images and videos is so high that authorities report they are tracking increasingly brutal pornography with younger and younger victims.
Child Prostitution
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In Thailand, NGOs have estimated that up to a third of prostitutes are children under 18. A study by the International Labor Organization on child prostitution in Vietnam reported that incidence of children in prostitution is steadily increasing and children under 18 make up between 5 percent and 20 percent of prostitution depending on the geographical area. In the Philippines, UNICEF estimated that there are 60,000 child prostitutes and many of the 200 brothels in the notorious Angeles City offer children for sex. In India as many as 200,000 Nepali girls, many under the age of 14, have been sold into red-light districts. Nepalese girls, especially virgins, are favored in India because of their fair skin and young looks. Every year about 10,000 Nepalese girls, most between the age of nine and 16, are sold to brothels in India. In El Salvador, one-third of the sexually exploited children between 14 and 17 years of age are boys. The median age for entering into prostitution among all children interviewed was 13 years.
Child Labor
An estimated 211 million children between the ages of 5 and 14 are working around the world, according to the International Labor Organization. Of these, 120 million children are working full time to help support their impoverished families.
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There are millions of children whose labor can be considered forced, not only because they are too young to choose to work, but also because they are, in fact, actively coerced into working. These include child bonded laborers — children whose labor is pledged by parents as payment or collateral on a debt — as well as children who are kidnapped or otherwise lured away from their families and imprisoned in sweatshops or brothels. In addition, millions of children around the world work unseen in domestic service — given or sold at a very early age to another family. Forced child laborers work in conditions that have no resemblance to a free employment relationship. They receive little or no pay and have no control over their daily lives. They are often forced to work beyond their physical capacity and under conditions that seriously threaten their health, safety and development. In many cases their most basic rights, such as freedom of movement and expression, are suppressed. They are subject to physical and verbal abuse. Even in cases where they are not physically confined to their workplace, their situation may be so emotionally traumatizing and isolating that once drawn into forced labor they are unable to conceive of a way to escape.
Child Neglect
Neglect is an act of omission, or the absence of action. While the consequences of child neglect can be devastating, it leaves no visible marks. Moreover, it usually involves infants and very young children who cannot speak for themselves. James M. Gaudin Jr.,
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in ?Child Neglect: Short-Term and Long-Term Outcomes?, reported that, compared with non-maltreated and abused children, neglected children have the worst delays in language comprehension and expression. Psychologically neglected children also score lowest in IQ (Intelligence Quotient) tests. Emotional neglect, in its most serious form, can result in the ?non-organic failure to thrive syndrome,? a condition in which a child fails to develop physically or even to survive. According to Gaudin, studies have found that, even with aggressive intervention, the neglected child continues to deteriorate. The cooperation of the neglectful parents, which is crucial to the intervention, usually declines as the child‘s condition worsens. This shows that it is sometimes not that easy to change the parental attributes that have contributed to the neglect in the first place. Parental neglectful behaviors include not keeping the child clean, not providing enough clothes for keeping warm, not making sure the child attended school, not caring if the child got into trouble in school, not helping with homework, not helping the child do his best, not providing comfort when the child was upset, and not helping when the child had problems. The prevalence of childhood neglect ranged from 3.2% in New Hampshire, United States, to 10% in Montreal, Quebec, Canada, 19.4% in Singapore, and 36.4% in Pusan, Korea.
Lack of Access to Education
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More than 100 million children do not have access to school. Of the children who enroll in primary school, over 150 million drop out, while user fees, including levies, are still charged for access to education in 92 countries and that such charges have impact on excluding girls. 77 million children worldwide are not able to go to school due to lack of funds. For socially disadvantaged segments of the population like poor inhabitants of cities, AIDS orphans and the physically challenged, any access to education is often particularly difficult to obtain. The consequence of this lack of access to education is that 15 percent of those adolescents between 15 and 24 in third world countries are illiterate.
Location often contributes to a child‘s lack of access and attendance to education. In certain areas of the world it is more difficult for children to get to school. For example, in high-altitude areas of India, severe weather conditions for more than 7 months of the year make school attendance erratic and force children to remain at home. Gender also contributes to a child‘s lack of access and attendance to education. In 25 countries the proportion of boys enrolling in secondary school is higher than girls by 10% or more, and in five; India, Nepal, Togo, Turkey and Yemen, the gap exceeds 20%. The worst disparity is found in South Asia, where 52% of boys and only 33% of girls enroll; a gap of 10%. Enrollment is low for both boys and girls in sub-Saharan Africa, with rates of just 27% and 22%. Girls trail respectively behind. It is generally believed that girls are often discouraged from attending primary schooling, especially in less developed countries for religious and cultural reasons.
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Life as Refugees
Of the 50 million refugees and displaced people in the world, approximately half are children. War is the primary factor in the creation of child refugees. It is also a principle cause of child death, injury, and loss of parents. In the last decade, war has killed more than 2 million children, wounded another 6 million, and orphaned about 1 million. Children also flee their homes because they fear various forms of abuse such as rape, sexual slavery, and child labor. Circumstances of birth also play a role in depriving children of a legal home. Each year 40 million children are not registered at birth, depriving them of nationality and a legal name. The combined ravages of AIDS and war have created a large pool of orphan refugees and displaced children, particularly in Africa. The toll of Rwanda‘s civil war, for example, left orphan children to head some 45,000 Rwandan households, with 90 percent of these headed by girls. ?Separated Children? are those under age 18 and living outside their country of origin without parents or legal guardians to care for or protect them. Every year, about 20,000 separated children apply for asylum in Europe and North America. Overall, children account for approximately half of all individuals seeking legal asylum in developed countries. Separated children are not often legally recognized as refugees in western countries. In Europe, for example, where there may be as many as 50,000
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separated children at any given time, only an estimated 1-5 percent of those who apply for asylum are granted refugee status.
Poverty
According to UNICEF, 25,000 children die each day due to poverty. Around 27-28 percent of all children in developing countries are estimated to be underweight or stunted. The two regions that account for the bulk of the deficit are South Asia and sub-Saharan Africa. Some 1.1 billion people in developing countries have inadequate access to water, and 2.6 billion lack basic sanitation. Almost two in three people lacking access to clean water. Some 1.8 million child deaths each year as a result of diarrhea. For the 1.9 billion children from the developing world, there are: 640 million without adequate shelter (1 in 3), 400 million with no access to safe water (1 in 5) and 270 million with no access to health services (1 in 7). 10.6 million died in 2003 before they reached the age of 5 (same as children population in France, Germany, Greece and Italy.) 1.4 million die each year from lack of access to safe drinking water and adequate sanitation. 2.2 million children die each year because they are not immunized. Millions of parents in developing countries must daily cope with the fact that their children may not survive the first critical years of life; in many cases, the diseases that threaten their children‘s lives are preventable.
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Violence through Indoctrination
Palestinian children are taught to hate Jews, to glorify ?jihad? (holy war), violence, death and child martyrdom almost from birth, as an essential part of their culture and destiny. As captured on an Israeli video documentary produced in 1998, a ?Sesame Street?-like children‘s program called the ?Children‘s Club? — complete with puppet shows, songs, Mickey Mouse and other characters — focused on inculcating intense hatred of Jews and a passion for engaging in and celebrating violence against them in a perpetual ?jihad? until the day the Israeli flags come down from above ?Palestinian land? and the Palestinian flag is raised. In Madrasas, Islamic schools for study of pure Islamic religion, the culprits are the religious teachers; and the victims include helpless innocent underage students. The sacred teacher-student relationship is given a new definition in these Islamic schools. Following is the bitter experience of a 12 years old madrasa student from Kenya who was rescued during January 2003. ?It was a terrible place, they chain both legs and both arms, sometimes hands and feet together, They beat us at lunch time, dinner time and grab both legs and hands and give us lashes on the buttocks. We sleep in chains, eat in chains, and go to the toilets in chains. Sometimes we are hooked on the roof in chains and left hanging. We have to memorize the Koran and get punished if we cannot recite the Koran in the classroom?.
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Chaining incidents are rare in Bangladeshi madrasas. Child torture incidents in madrasas are reported mostly in Pakistan, Afghanistan and Sudan. The number of students are estimated somewhere between eight hundred thousands to one million. They are often run by religious organizations and lure young children mainly from poor families by providing free food and lodging. Some of the schools even provide intensive political and armed training.
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CHAPTER 3 NGO RELATED TO CHILD PROBLEMS
There are nearly 3.3 million NGOs in India below mention are some the NGOs below:
Save - The Children India
Save The Children India is a non -profit organization established in 1988. It has been working towards the empowerment of the underprivileged women and children through its many health, vocational training and education program.Today, over 250 children, who are either intellectually, hearing, or speech impaired, study at the Special Care Centre. More than 1825 boys and 12368 girls have successfully availed of the Balwadi pre -primary education program, and more than 7175 children have bene fited from the comprehensive school program run by STCI.One of our proudest accomplishments includes bringing health & education to nearly 200,000 children. Additionally, STCI has created a special focus for advocacy, prevention and repatriation of trafficked women and children.
RESCUE FOUNDATION
We are non-profit, government recognized and registered NGO working for rescue, rehabilitation and repatriation of victims for human trafficking from different parts of India, Nepal & Bangladesh and sold for forced prostitution. Over a period of last eight years, we have achieved the organizational capabilities and experience to fulfill our duties to this most neglected segment of our society. We ensure that women's human rights are respected, protected, and fulfilled.
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CRY- CHILD RIGHT AND YOU
Child Rights and You commonly abbreviated as CRY is a non-profit organization in India that aims to restore children's rights in India. The organisation was established in 1979. The organization partners with grass-roots Non governmental organisations to uplift thousands of Indian children denied basic children's rights.[1][2][3] It works towards restoring basic rights to children, especially from India and works across levels from direct action to advocacy, mobilizing public opinion and policy change. It was started by Rippan Kapur, who died in 1994 at the age of 40. It focuses mainly on the 4 basic rights of survival, development, protection and participation which were defined by the United Nations Convention on the Rights of the Child (CRC), an international human rights treaty which has been ratified by 192 countries.
MV FOUNDATION
MV Foundation‘s approach is based on a firm conviction that no child works and that all children in the 5-14 years age group must be in school. In other words it recognizes the inextricable link between the program for universalization of education and abolition of all forms of child labour. · It follows an?area-based approach‘ as against a target based approach. It seeks to address the rights of the entire universe of children- both in school and out of school- in the 5-14 years age group in its area of operation.
World Vision India
World Vision conducts nine special initiative programmes, targeting in particular street children, bonded child labourers and child victims of sexual exploitation. enter for Sustainable Human Development rescue of bonded child labourers in Chennai coordinates through networking in Campaign Against Child Labour (CACL)
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CHAPTER 4
RIGHTS TO KNOWABOUT CHILDREN
According to the United Nations Convention on the Rights of the Children - that India ratified in 1992 - all children are born with fundamental rights.
? ? ? ?
Right to Survival - to life, health, nutrition, name, nationality Right to Development - from exploitation, abuse, neglect Right to Protection - to education, care, leisure, recreation, cultural activities Right to Participation - to expression, information, thought, religion And a right to achieve these dreams. Even though India's children account for more than one-third of its population, their interests have never been given priority. And their rights have been violated every single day.
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CHAPTER 5
STRATEGIES AND ROLE ADOPTED BY NGOs
STRATEGIES AND ROLES
• FIRST GENERATION • SECOND GENERATION • THIRD GENERATION
The typology of NGOs is related to the differences in their strategies and activities. As such, each type of organization uses different types of strategies such as relief and welfare strategies, community development, sustainable systems development, or people‘s movement. These approaches are used by organizations at certain stages. Korten (1990) uses the ?three generation strategy? to describe the stages of development of NGOs. The following discussion will describe each stage and then classify the type of organization according to the strategies used.
FIRST GENERATION
The first generation strategy uses the welfare and relief approach in the delivery of their services where dole-out of goods and services are the main activities. Often this strategy is used when there are natural calamities like floods, earthquakes, or war.
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In such a situation, the NGO is the ?doer? and is the chief actor while the beneficiary remains passive. It responds to an immediate and visible need. The management orientation in this stage is in logistics management. Moreover, the NGOs in this stage tend to live on donations by appealing through the mass media. The shift, however, to the second-generation strategy stems from the realization that they are solving only the symptom but not the underlying cause.
SECOND GENERATION
The second-generation strategy basically employs community development strategies. Its focus is on local inertia; thus, the NGOs develop the capacities of the people so that the people could meet their own needs. The main theme of this stage is the empowerment of the people through self-reliance and self-determination in the village or group level. Unlike the first generation strategy, the role of the NGOs here is ?mobilizer? rather than doer. In this stage, there is a substantial focus on education with the assumption that the problem lies exclusively on individual‘s lack of skill and physical strength. Under this strategy, there is still evidence of dependence that did not make for a lasting impact. Because of the ineffectiveness of some projects, NGOs began to realize that there is a need to change their strategies. Thus, the gradual shift from the second generation to the third generation strategy began to occur.
THIRD GENERATION
The third generation strategy looks at the role of the NGO in developing sustainable systems. Elliott (as cited in Brodhead, 1987) explains that this strategy calls for a more political involvement in the form of support conscientization activities, and beyond that, for empowerment. This strategy looks beyond the community and further delves into the local, national and international levels in its efforts towards development. As Korten (1990) has observe: ?Third generation strategies focus on creating a policy and institutional setting that
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facilitates, rather than constrains just, sustainable, and inclusive local development action. ?
The strategies employed by the generational framework indicate that NGOs evolve and change according to their commitment for development. Most often POs (people‘s organizations) and VOs (voluntary organizations) reach the third generation strategy because of their, as Korten (1990) puts it, ?focus on trying to make a sustainable difference in the lives of the people it is assisting.? On the other hand, PSCs (public service contractors) and GONGOs (hybrid governmental/non- governmental organizations) are less likely to reach the third generation strategy. PSCs depend on their donor while the government responds to changes in its policies. Korten (1990) further states that generally, donors and governments are more interested in supporting NGOs in relief and welfare interventions to relieve immediate suffering than in efforts aimed at fundamental structural change. Hence, seldom can we find PSCs and GONGOs that go beyond the second-generation strategy.
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CHAPTER 6
Research Methodology
The research methodology required gathering relevant data from the specified documents and compiling databases in order to analyze the material and arrive at a more complete understanding of the term and concept of the Non-governmental organization and know about its strategies that have been adopted by the NGOs.
For the study, the research is descriptive. The information collected for the study of strategies of NGOs was obtained through secondary data that is from the internet. However, secondary data may not be sufficient to define the research problem
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CHAPTER 7
Case studies
CASE 1
My Dream to Success... Yasmeen, 12 years old hails from Ganga Bowli in Karwan Area of Asifnagar Mandal, Hyderabad, Andhra Pradesh. She was forced to dropout as her father abandoned the family & re-married other women. Because of this she was not only excluded from schooling but also pushed into work as a Domestic Worker to support her family. ?My father Karim Khan, is an auto driver who doesn't bring us anything when he comes over.I'd like to go to school, but I have to work? One day while working– washing dishes, sweeping and mopping the floors, she met Farzana (Save the Children's partner organisations' Staff). She now attends Government Primary School Sitarampet from morning till afternoon. She goes to work after school from 2 to 3 PM for the same wages. Her wages go towards the monthly rations. She has dreams of sending her brother to school a well.
CASE 2
Rape of five-year-old Delhi girl throws light on child abuse in India Saturday, Apr 27, 2013, 19:15 IST In New Delhi alone, 14 children go missing everyday, and nationwide, a majority of India's 440 million children are subjected to some form of sexual abuse. The brutal abduction, rape and torture of a five-year-old girl in New Delhi, has once again put the spotlight on rampant child abuse and abysmal enforcement of child protection laws in India. In New Delhi alone, 14 children go missing everyday, and nationwide, a majority of India‘s 440 million children are subjected to some form of sexual abuse.
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Families of victims and experts said failings in the police and health services means most kidnappers and abusers often escape punishment. Azhar, the father of a missing girl, resides in a slum area of North Delhi. He says his family is still recovering from the shock of the loss of their 11-year-old daughter five years ago, when she went missing after visiting the local public wash area. ?My family is shattered. She was our only daughter. We loved her a lot. She used to study and used to help her mother with the household work. This has affected us deeply,? claims Azhar. With no significant leads, the police are now exerting pressure on Azhar to let them close the case. In a neighbouring district, the sister of an abducted and abused child, has accused the police of falsifying evidence after a police appointed doctor filed a report stating nothing had happened to the child during her abduction. The child had told her sister she had been raped and an independent doctor confirmed she had been drugged. ?She was feeling unwell during the evening, so, we took her to the hospital, and the doctor said she was drugged,? said the child‘s sister. The family believes three men from their locality were involved in the kidnapping and abuse. They said the police is not interested in helping them. Meanwhile, charity worker Sant Lal helps families of abducted children. He said in most cases there is a good chance of finding missing children and their abductors, but the police are too inactive to follow leads and build evidence. He added that the police lacks the sensitivity needed to communicate with children traumatised by abduction and abuse. Child abduction and abuse is particularly prevalent amongst migrant labourers who are residing in poor urbanized areas of India. Without facilities for childcare, many children in these areas are left alone for long periods of the day. Viji Arora, director of Children‘s Rights and You, said: ?They go missing on account of various reasons. They are probably potential victims of rape, abuse or they are being
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basically trafficked for labour purposes or for commercial sexual exploitation, or being put in something like begging or even organ trading. In 2007, a damning report on the state of child protection issued in India prompted the government to take firm action. The National Commission for Protection of Child Rights was set up to develop strict laws and policies on the issue Experts say while the laws and policies are in place, there is a systemic failure to implement them. Save the Children India‘s CEO, Thomas Chandy, said many children now see abuse as a part of their lives. ?If they are approached or, if they are abused by a family member, and when they see that happening with the rest of their siblings or friends, they probably think that it is a given, you know, that it happens everywhere. So, what needs to be done is to introduce a lot of awareness building activities within such communities,? said Chandy. Child psychiatrists say the psychological impact of abuse can adversely affect the overall development of the child. In adulthood they may struggle to see a future for themselves—they may develop anger issues and find it difficult to maintain healthy relationships. Doctor Gupta from the Centre for Child and Adolescent Wellbeing in Delhi, said that with the right support, abused children can recover from these types of trauma. The challenge for India is that these atrocities of child abuse and abductions are shrouded in silence and secrecy. Many communities are afraid their children will become ostracized if they talk openly about sexual abuse. In 2011, the government began setting up specialised anti-human trafficking units in police stations throughout the country. There are now 225 units and another 110 due to be set up this year whose job is to collect intelligence, maintain a database of offenders, investigate reports of missing persons and partner with charities in raids to rescue victims. Experts said there is also a need for police and health workers to be trained in how to communicate with abused children and how to spot signs of abuse.
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CASE 3
Our Interventions in Leh: The Nomadic residential school in village Puga in Leh is a government school that was established 5 years ago to facilitate children from the Changpa tribe, a nomadic tribe with Tibetan origins. The nomad life tends not to be conjunctive to children‘s educational development, as seasons change the nomads must find new pastures for their animals to graze on, and in doing so they frequently move camp and set up in different locations. This can be a difficult life for children, with little stability and limited opportunities to attend school; the Nomadic Residential School provides boarding, food and classes during the day in a warm and safe environment for students ages four to sixteen. In the aftermath of the flashfloods Save the Children received many donations and non food items to be distributed to Ladakhi families affected by the floods, after reaching nearly 3,000 flood affected children with education kits there was still a lot more left to do. The Nomadic Residential School is one of our targeted institutions, children attending this school come from families with little disposable income and it is often difficult for the school to provide children with the facilities they need. Save the Children donated one hostel kit and 78 school kits to the Nomadic Residential School. One field officer Stanzan Kunszit remarked on the children‘s reaction ?Children were so enthusiastic and so happy about every single thing they got!?
CASE 5
Muntazim In 2010, thirteen year-old Muntazim Bashir survived a bullet injury to the head. Three years later, in March 2013, he received a bullet in his neck while on a motorbike with his uncle. He has undergone two operations and will need major surgery for his head injury if the affected skull bone does not grow back adequately in the next two years. So far, the action has provided him with INR 34,000 towards his treatment, but the family has been forced to spend three times this amount so far.
CASE 6
Asif 11 year-old Asif Bashir‘s left hand and foot were hit by tear gas shells in 2010. The injury has left pins in his foot and led to the growth of a tumour in his hand. He has been given INR 30,000 for treatment but again, has already spent a lot more. Currently, the project team 31 | P a g e
individually and through the community - has been urging the child and his family to travel to New Delhi and undergo surgery for his arm at the earliest. Last year, a fourteen-year old boy in the area died due to the delayed treatment of a similar injury.
CASE 7
Iqbal Ten year-old Iqbal was caught in a stampede during a protest and sustained serious injuries to his kidney. One kidney has completely failed and dialysis is being ruled out as the other kidney is not strong enough to sustain the surgery. He has been provided INR 35,000 towards his treatment and is currently undergoing weekly check-ups at SKIMS hospital, Srinagar.
CASE 8
A very special first bday It was a day of celebration for the small tribal community at Chalamanna Nagar in Mulakalapalli mandal of Khammam district, Andhra Pradesh. A baby‘s first birthday is reason to celebrate anywhere but the mother of the child - Karam Mangamma had particular reason to rejoice. Her baby girl was the first in her family and her village to be delivered in a health care facility, ever.
Her reticence was not surprising as traditionally, this community would deliver their babies at home in the presence of an elderly woman doubling up as the midwife. In fact, going to a doctor to treat an illness was not standard practice for the 33 families of the tribal community clustered on a small patch of land at Chalamanna Nagar. Though the primary health centre is not far off and even has a functioning ambulance, this small
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community is only now warming up to the services provided there. The community has been settled here for the past six or seven years having been forcibly displaced from their homes and land in neighbouring Chhattisgarh following the conflict between the Indian State and the Maoists. Save the Children and its local partner, Siri, has been working in 55 settlements of communities of people who have been displaced, in Khammam district since 2012. Siri‘s staff explained to Mangama about the potential threat to her unborn baby‘s life and also the benefits of having trained people attend to the complicated delivery. Reluctanctly, Mangamma agreed to being taken to the hospital. One year on, the mother feels she took the right decision then to have her baby delivered at the primary health centre. ?I am happy that I went to the hospital to have my baby,? she said. ?The experience showed me that it is safer to have a baby delivered with people who are trained and can take care of you if something goes wrong.? Mangamma‘s first child was delivered at home. Due to lack of information and proper understanding of child care, her first child, Ramana had undergone treatment for Severe Acute Malnutrition (SAM). More and more women in her community are now voluntarily choosing to go to the PHC to deliver their babies. Save the Children has invested in counseling pregnant women and lactating mothers in the community on the benefits of institutional delivery, exclusive breastfeeding and routine immunisation. And the results are visible. Of 42 deliveries in the period April-November 2102, 32 were institutional deliveries. And all the babies were given the full dose of routine immunisation. We are hopeful that these efforts will see many more children reach not just their first birthday but will go on to have a happy childhood!
CASE 9
REKINDLING HOPE FOR FUTURE One look at Arshi and you know she is no ordinary girl. Arshi, a four-year-old girl from Kalipaltan in Tonk district, Rajasthan has seen death from close quarters. A few months ago, her parents had lost all hope that their daughter would survive. Arshi caught typhoid. Her health deteriorated and she completely stopped eating. ?I had lost hope that my daughter would recover,? said her mother. The ASHA worker from the Anganwaadi centre in the village came to Arshi‘s rescue. She counselled her parents and asked them to take her to Save the Children supported Nutrition Rehabilitation Centre (NRC) in Tonk. At the NRC, Arshi was given supplementary nutrition. Her health was monitored closely and her mother was counseled on good childcare practices. With the right kind of food,
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care and medicines, Arshi‘s health improved significantly. Arshi is no longer malnourished. She is a healthy child and loves playing with her dolls, while her mother spends her days watching her daughter grow.
Tonk is one of the worst districts in Rajasthan reeling under the damaging effects of malnutrition. There are many children, like Arshi, who suffer from Severe Acute Malnutrtion (SAM), but due to lack of access to basic healthcare, they don‘t get the appropriate treatment.
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Though there was a government run NRC in Tonk that has been operational since 2006, there was a lack of trained healthcare professionals and basic infrastructure. Save the Children stepped forward to fill these gaps and make it more child friendly. Today, the NRC is fully functional and equipped with trained staff, couselling kits for mothers and children, informative material on health and nutrition, equipment for growth monitoring and a conducive environment to help children recover from malnutrition. Till date, over 82 children have been treated at the NRC and the number only keeps growing every day.
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CHAPTER 8
Unique Methods Of Marketing used By NGOs
The following are some of the unique methods in which NGOs are carrying out their marketing activities. ? Exhibitions are usually held by the NGOs to sell products like bags, folders, pouch etc. These products are made of environment friendly material. This helps the NGO to generate revenues for there varied projects and showcase their talent pool. The exhibitions are basically carried out in tandem with schools, colleges and corporate. ? Organizing events like haldi kum-kum (for women), Sathya Narayan puja etc. to form an emotional bondage with the Volunteers. This helps them reach the masses. ? Printing calendars with logos and mission of the NGO. This helps the NGO reach the common man and spread awareness about their cause. ? Mascots are used by some NGOs to spread messages which impact the common man. (e.g. A mascot for spreading awareness on tree plantation drives.) ? Organizing annual functions where volunteers are felicitated and hence encourage them to do more work. ? Annual programmes are telecasted on local cable channels. This helps them spread their cause in a more effective way programmes are telecasted on local cable channels. This helps them spread their cause in a more effective way.
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CHAPTER 9
Recommendations
The recommendations that are put forward in the report are based on data analysis and interaction with the NGOs. This is an earnest attempt to help the NGOs fill up the gaps so that they can market their cause in a much more effective way.The recommendations are as follows:
Maintaining Database
Maintaining database of volunteers will help the NGOs to keep a track of their volunteers. This will help the NGOs, as they will be able to inform the volunteers regarding their upcoming events.
Tie-Up with the Academic Institutes
Tie-ups with the academic institutes would help the NGOs tap the potential of the students of these institutes. Students could help the NGOs at the base level by acting as volunteers. They could then act as prospective volunteers. By these means the NGOs will be able to solve their problem of getting human resource. NGOs can make use of this by: ? Organizing lectures, seminars, workshops and presentations regarding the various social issues for the students. This would sensitize the students and hence help the students in understanding the cause of the NGOs. ? Advertising in their School/College Annual festival. This would give the NGOs the visibility that they want. (Putting up banners and stalls, distributing brochures and leaflets).
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? During the annual parent-teacher meets the NGO could make presentations regarding their objectives and cause to all the students and their parents. This would help the NGOs reach the masses on a wider scale. ? Rewarding the students by giving certificates to them and appreciating their contribution. ? From the analysis we see that most of the NGOs‘ don‘t have website. For solving this problem the NGOs could tie up with academic institutes specially the technical ones which can help them design a good website.
Approaching Corporate
The Corporate today are increasingly becoming aware of their responsibility towards the society. The NGOs can approach the corporate for their cause. This would help the NGOs solve their problem of human as well capital resources. ? The corporate could work in tandem with a particular NGO and help them carry out all their activities in a better and organized way. ? The corporate could purchase all the items made by the NGOs and sell them during their cultural events. This would help the NGO get more funds and can be done on a quarterly basis. ? Students can help in making a professional presentation.
Some distinct ways to market the cause
The NGOs could also look at these ways to market their cause. ? Road Shows and Street Plays can be organized on regular intervals to make the masses aware of their cause. This gives them more visibility as well volunteers. These plays can be conducted at different malls or public places. ? NGOs can tie up with most of the housing societies which can lend them their extra space to conduct events. This helps them target house-wives who can lend the NGO a helping hand during their free time.
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? Creating a distinctive logo and mission of the NGO. This could then be printed on tshirts. This helps them reach people and leaves an impact on people‘s mind. ? Tying up with Newspaper agencies for distributing pamphlets along with newspapers. This will again help them reach the masses and get help in form of volunteers. ? Using the audio-visual medium to propagate their cause. The audio-visual medium could be the radio or cinema houses. ? Motivating the youth to join hands with the NGOs by urging the NGOs to tie-up with the youth wings of different clubs (like the Rotract club Youth wing).This would help the NGOs to get the young blood and get newer and fresher perspectives. ? From the analysis we see that most of the NGO‘s don‘t have a celebrity associated with them. The celebrity could be of help to the NGO‘s in raising funds for its marketing purpose.
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CHAPTER 10
CONCLUSION
International NGOs use a variety of different strategies to influence public policy. With the globalization of aid issues, these have changed significantly in recent decades. Each strategy requires different means and levels of expertise. Communication requires a certain level of technical know-how and needs to be consistent with a precise methodological approach. The arguments put forward need to have solid foundations, as this forms the basis of a campaign‘s legitimacy and credibility.
The efforts that NGOs have made in this domain have already borne fruit (some of which has been recognized via the awarding of a Nobel Prize) and have given them a new status. However, before investing themselves in advocacy activities, NGOs need to consider a number of critical issues, such as the competition that is created when more and more organizations become involved, the risk of messages becoming diluted, the blurring of lines between marketing and advocacy and the risk of being integrated into the decision-making process and losing independence.
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CHAPTER 11
BIBLIOGRAPHY
www.google.com www.google.co.in/images http://www.urd.org http://iconphils.wordpress.com http://www.karmayog.org http://listverse.com http://www.dnaindia.com/india/1827789/report-rape-of-five-year-old-delhi-girlthrows-light-on-child-abuse-in-india www.savethechildren.in/component/content/article/14-sample-data-articles/ http://en.wikipedia.org/wiki/Non-governmental_organization
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doc_912925356.docx