Strategic Goals

Primary goal is to increase the financial stability and support for Bhumi pan-India by raising Rs. 60 Lakhs towards
project related expenses (salaries, direct program costs), and a minimum of 30 Lakkhs as a 6-month organizational
reserve.
2015/2016 Key Priorities and Goals
I.

Raise organizational profile pan-India

a. Build a Bhumi Brand
b. Create signature events/activities, e.g. Bhumi Corporate League

II.

City based fundraising chapters raise 50% of operational costs at the city-level
a. Chennai to create a fundraising/events team by March 2015
b. Establish fundraising/pr teams in Delhi, Bangalore, Mumbai, Pune by June 2015
c. Additional teams in Coimbatore and Hyderabad by December 2016

III.

Grow active donors pool by 20%

IV.

Move current donors up on pyramid

a. Boost yearly giving by the top 50% of organizational donors by 10%

V.

Ramp up ECS / Monthly Giving (from 150 400 by Dec 2015)

a. Add 100 Monthly donors by June/July 2015 [Tax season push March/April]
b. Add 150 monthly donors between July December 2015 [Holiday giving Starting with Daan Utsav]

VI.

Put a robust database in place to track donors [in process with Gana]

VII.

Increase activities to engage donors [See I V]

VIII.

CSR proposal pipeline

Rough breakdown of Revenue (1/3 each)

Corporate
HNI / Events
Individual Donors
Strategies
Bhumi

Grants, BCL, in-kind relationships for materials/program supplies

Cook for a Cause, Marathons, 1-1 cultivation and stewardship
ECS / Monthly Giving,

I.
Raise organizational profile pan-India
- Undertake a rebranding effort, to create a look and feel for the organization
- Quarterly events at the city level, to build a pool of younger (age 25 40) donors
- City-level events should have a local feel and be appropriate for that citys audience
- Chennai should aim to have monthly events
- Outside Chennai, events should be highlighted in news/media, even on a blog
- Targeted social media posts
- City Chapters should be posting 1-2 items each week to highlight projects [children and volunteer profiles,
gains in learning, strengths]
- Solicit/create relationships with online bloggers, cause-affinity groups, and news outlets
Additional Resources
Need a strong media and brand kit / website re launch Dec 2014/Jan 2015
II.
City based fundraising chapters [raise 50% of operational costs at the city-level by December 2016]
- Chennai to create a fundraising/events team by March 2015
- A team of 5 10 to work alongside staff to plan and execute awareness building events
- Help diversify organizational stakeholders
- Expand donor base to include non-Bhumians, reach out to cause-affiliated people
- Establish fundraising/pr teams in Delhi, Bangalore, Mumbai, Pune by June 2015
- Create and execute events that combine the Bhumi brand + city specific flavor
- Onboard volunteers with experience/expertise in events management, marketing and PR
- Onboard volunteers/interns will strong communication skills, to manage the citys social media profiles
- Additional teams in Coimbatore and Hyderabad by December 2016
Additional Resources
Need a strong CSR kit for volunteers to use, leads to be trained in each city to initiate contact
III.
Grow active donors pool
IV.
Move current donors up on pyramid
- City specific quarterly events
- Events geared for further donor engagement, such as open houses
- 1-1 conversations with top organizational donors, to be conducted by Board of Directors, ED, and Director-level
Employees

Bhumi

- Organizationally, need to have 3-5 conversations with donors, weekly.

- Attend affinity group conversations, especially in Chennai, Mumbai and Delhi e.g. US Embassy education focus
group, or Villgros gatherings.
V.
Ramp up ECS / Monthly Giving (from 150 400 by Dec 2015)
- Add 100 Monthly donors by June/July 2015 [Tax season push March/April]
- Add 150 monthly donors between July December 2015 [Holiday giving Starting with Daan Utsav]
- Targeted campaigns with 3-4 week build up, with 1 event that takes place in all Bhumi cities
- Gather and share facts about how monthly giving can stabilize an organization, and have a positive impact on
programs
- Create a giving club and incentivize monthly giving through gifts or exclusive events
- Set city level targets
VI.
CSR proposal pipeline
- Work with city level chapters/interns to reach out to SMEs locally for CSR support [employee engagement and
grants]
- Secure 20 35L in CSR grants for core education programs
- Reporting and data capture, quarterly reporting protocol needs to be in place by January end

Bhumi

Calendar

January
February
March

Financial / Solicitation
One Time
Year Round
Online/Crowdfunding
Letz Change, Global
Give India Tax Challenge Giving
[combined with yearend appeal]
Goal Raise # of
monthly ECS donors

April
May
June

July
August
Septem
ber

Nakshatra
Chennai, Delhi,
Bangalore, Trichy

October

Pre-Diwali Gala Event

Goal 15 Lakhs /
Upscale event to build a
HNI base
Daan Utsav

Novemb
er

Delhi ADHM / India

Cares

Decemb

Chennai Wipro

Bhumi

Donor Relations and Awareness

One Time
Year Round
Bhumi Mirror Monthly
newsletter
Organizational State of
Facebook/Twitter each
the Union Letter / End
city to feature 1 post
of the year appeal.
weekly on city specific
achievements
Quarterly Awareness
Events in key cities
Program start news
city chapters to share
news about new
volunteers and children
3-4 snippets each
week for 1 month

Holiday events in every

Bhumi city open
house/meet up on the
same day pan-India
Holiday Thank-You call
drive 2 day volunteer
driven event, calling
and personally thanking
donors

er

Bhumi

Marathon
ECS push monthly
donors