ng making non profit organisation

SESSION MORNING 4/2/2014
A COBRANDED product its a commercial activity in which a company and a NGO join forces to build an image, a service or a product in order to take mutuel benefit from it.
Cause related marketing: * Sponsoring * Sales promotion activities * Merchandising * Co-branding
License ≠ own product.
What to develop co branded product? * Develop the brand and improve notoriety * Get closer to the general public (si el public de una compania son los chicos le conviene asociarse a unisef) * Recruit new donors and build loyalty * Generate income * To overcome a lack of advertising * Reposition the brand (la empresa quisiere cambiar su target, pueden cambiar el product o la forma en que se ve al product). * Protect de brand
Aim for sustainable products:
Transform the market to make it more reachable for the consumers to buy product por envirioment friendly.

Cobranding partnerships are represented through a licensing agreement on a product which has ecological advantages and innovative methods. The WWF band can be used on the product, point of sales advertising or communication. Part of the sale price is given to the WWF.

Benefits for the company: * Wwf notority= one of the most famous logos * Very rich indentify + positive values + brand likeability * It is a guarantee for the product * Wwf expertise * Its responds to consumers new expectation for sustainable products * press coverage.
How to choose a partner:
Three main criterias 1. PROGRESS INITIATIVE: to reduce product impact on the environment 2. COMUNNICATION: communicate WWF messages, environmental issues, e 3. FINANCIAL SUPPORT
SESSION AFTERNOON 4/2/2014 A tool to build your project
Project life cycle PROJECT INITIATION (

PROJECT CLOSURE/EXCECUTION PROJECT PLANNING

PROJECT EXECUTION
The logical framework is a tool to help strengthen project design, implementation and evaluation.
This means that you use it through the project cycle.
The logical framework is a simple tool which helps you to: * Organize your thinking * Relate activities and investment to expected results * Set performance indicators * Allocate responsibilities (design roles ) * Communicate information on the project concisely and unambiguously.
ADVANTAGES OF THE LOGICAL FRAMEWORK APPROACH: * It meets to requirements of good project design and enables possible responses to past weaknesses in many designs. * It anticipates implementation * The logical framework approach helps sets up project activities with a clear purpose

* Participation requires the active involvement of stakeholders in the decision making process. Such participation will lead to greater effectiveness, ownership, efficiency, transparency.

* The logical framework approach has limitations for the project which are mainly based in human development= more complexity between causes and effects.

SEESSION MORNING 5/2/2014

ADVOCACY CAMPAIGN
Is a political process by an individual or group which aims to influence public- policy and resource allocation decisions within political, economic, and social system and institutions. Advocacy can include many activities that a person or a organization undertakes including media campaigns, public speaking, lobbying, mobilizing people, and publishing research

QUESTIONS
WHAT DO I WANT TO CHANGE? Explain the context, the issue, the change you want t promote Explain which proposal you have.
HOW?
Can you explain how your campaign will contribute to changing a xxx situation?
Can you say why you are taking this course of action rather than another?
If your campaign is successful, can you say what will be different at the end of the campaign?
STRATEGIC PLANNING A) Is the process of agreeing where you are now B) Deciding where you would like to get to C) How you can best get there.
MAKING CHOICES
Campaigners are immediately faced with choices:
Eg: which member of the government political party should we be appealing? About what? Which focus should be choose for this campaign?
How much money should we budget for that campaign?
Does the media influence government/policy? Which one is the more influent? Eg newspaper.

THREATS
You have to think about threats, difficulties that your campaign can face:
-military, financial-business, political leaders or lobbyist in opposition with your proposals.
They have to be taken in consideration in your strategy!!!!!!!!!!
THE MAIN PRINCIPALS OF AN ADVOCACY CAMPAIGN
FOCUS:
Goos research and analysis of the context.
Objectives must be specific
Energy and resources mus be consetrated.
CLARITY
objectives and strategy need to be communicate clearly
The activities must be clearly related to the objectives.
CREDIBILITY
NGO motivation and information must be trusted and reliable
RELEVANCE
The campaign gas to connect with the people involved
The campaign has to offer solution relevant to the problem
TIMING (how many years it is to take)
COMMITMENT (which commitment is needed)
3 MAIN STRATEGICS/TOOLS FOR ADVOCACY CAMPAIGN * Communication * Mobilization * Lobbying

COMMUNICATION STRATEGY
Most government care about their image (re-election purpose, foreign investment, avoid national or international criticism)
The role of the media * Play a key role in builiding awareness and shaping public, opinion * Shape the framework and nature of debates over important issues * Generate action from the audience * Influence government policies * Put pressure on a government by placing it in the spot lights * Help build the moral and influence of NGOSs * Investigate and expose the issues.
TARGET TO GOOD MEDIA
ANALYSIS
The best media to reach the target audience in your strategy (eg: mass media? Specialized media? Which newspaper? Which journalist?)
What is the relationship between the targeted media and your organization?
The objectives are:
To established your organization as an authoritative commentator on government policy
Developing positive working relationship with a number of journalists
Building the NGO image as an effective, credible campaigning organization

USEFUL TOOLS
Think about a communication strategy (media strategy and public opinion strategy)
Eg:
* Press release * Itw * Media conference * The media pack (can be really different depending on the objective)/media briefing. * Testimony * Open letters and internet

USEFUL TOOLS FOR MOVILIZATION
What is outreach? * In a practice, it can be a single actions, an approach of different groups on a specific concern or the building of a long term partnership with different professional organizations (trade unions, legal community) * In order to allow the NGO to reach greatest number of people, to reach a part of the society that may have most impact on the situation.
MOBILISATION
Who do you want to mobilize? Why? How? * Group of activist, other organizations, networks, plateforms, other example? * Think about the national and the international levels * Think about channels of influence- who? Why? How can I get to them? * Decide your priorities (strategic analysis is needed): think about the influences, the facility to reach them, the cost/effectiveness. * Imagine activities/efforts that those organizations could organize to support the advocacy campaign (demonstrations, die in, sittings, letters, press articles)
LOBBYING
Quiet words behind closed doors…
WHY?
It is necessary to persuade the government or decision makers ton lissen carefully and to take part on the action.
The government have the power to decide.
Offen follow public opinions
Can influence other governments
Government can change laws, can strenghen international standarts, (envirioment, human rights)

USE FUL TOOLD FOR LOBBYING * Analysis on the context (political issues, relations between the political parts) * Who is your main target? Why? How can reach him/her? * List of contacts- do you identify a channel of influence? Who? Why? how can you reach them? * Which activities of lobby could you imagine? (eg: public debate with special guests)
TIPS FOR LOBBYING A) Quality of the information: reliable information and realistic proposal for solving problem B) Treatment: open and friendly, keeping emotion low.
OTHER TIPS: * Think about time schedule for all your activities * The three main tools for campaigning aster strongly linked, don’t forget to explain how and why * Think about the cold and the hot strategy, the link between mobilization and lobbying. * For some campaigns, there is no need of using the three main strategies (think about the political interest, the capacities your organization, availability of founds= make your campaign affordable, realistic , adaptable!!!!!!!