It is not just about sending children to school, but sending them to school with dignity.
With this motto, Aasraa’s outreach program has successfully changed the lives of 327 children living and attending school in Dehradun’s slum areas. The Aasraa Trust was established as a social work trust focusing on education of underprivileged children in India. The children they work with, come from extremely impoverished backgrounds and are mostly rag pickers, beggars, addicts, runaways and orphans. Aasraa works towards empowering street and slum children through education, vocational training, nutrition, medical care, and providing shelter homes.
A lot of slum students were found to drop out of Aasra’s outreach program between the months of November to February in Dehradun. After some investigation, it was found that the little children were unable to stand the biting cold during those months. Since majority of these children came from low income families, their parents could not afford appropriate school uniform for the winter months, which was consequently affecting their learning and education program. Winters in Dehradun can be harsh, and the lack of winter school uniform did not help the situation.
The good people at Aasra were not about to let a slight weather condition meddle with the education of these children. In order for the children to continue going to school, without distressing their families, the trust decided to run a campaign on Impact Guru, and raise funds to provide each of them a set of winter uniform. The motive behind this campaign was to ensure that these students felt confident in going to school, and fit in with the rest of their peers. A set of winter uniform would include two full-sleeved shirts, two-worsted trousers/skirt, a sweater, a blazer, a cap, 2 pairs of socks, and 2 thermals.
Their target through the crowdfunding campaign via Impact Guru was to raise INR 2,00,000, but their story won the support of many, and the campaign achieved way beyond their target. Aasraa raised INR 4,20,407 within 36 days, as against their initial goal of INR 2,00,000.
So what was the secret behind their fundraiser’s success?
Use of audio-visuals
The team at Aasraa created a wonderful video explaining the plight of these children from financially weak homes, and the need for them to have adequate warm clothing for their health, as well as education.
Emotionally inviting campaign title
The title of the campaign – ‘A sweater for Sonu’, itself, was enough to draw the attention of sympathizers, for it added a personal touch, giving us a glimpse into the lives of these amazing children.
Powerful narrative through their campaign story with honest goals
Their campaign story was a strong narrative about the problem and why it needed to be addressed. Moreover, it concluded with a proper break up of how the funds received through the crowdfunding campaign would be utilized. Their clear and honest goals instilled faith in the donors that their contributions would surely be put to good use.
Photographs of the children in school
Through their pictures of the outreach program, the donors were able to put a face to the children whose lives they would positively be impacting.
Proactive social media promotions
Additionally, Aasraa, along with our team at Impact Guru, were actively promoting their campaign in different circles, with the help of email marketing, and social media channels like Facebook, Twitter, Whatsapp, Google+, and LinkedIn.
It surely did not take magic to put a smile on these children’s faces. All it took was careful planning and stellar execution by Aasraa and Impact Guru’s team. So what are you waiting for? Make sure that you tick mark all the above-mentioned points for your own fundraisers and make them stand out while making them successful.
Also, Impact Guru has recently entered into an exclusive partnership with Global Giving, which allows international donors in UK and USA to contribute towards campaigns on their platform. The reason being that the pattern of foreign donations in India has highlighted child welfare, education, rural development, and public health, as the categories with the most amount of foreign funding. This is a great opportunity for your NGO to raise money from donors in India as well as abroad!