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JIS News

Story Highlights

  • Four of the country’s Non-Governmental Organizations (NGOs) have been equipped with tools to generate and attract funding outside of donor support.
  • The entitiesare: Ashe Company, Jamaica AIDS Support for Life, Panos Caribbean, and Rise Life Management
  • In support of each entity’s marketing strategy, printed media packages, done by World Learning, were handed over during the event.

Four of the country’s Non-Governmental Organizations (NGOs) have been equipped with the necessary tools to generate and attract funding outside of donor support.

The entities, Ashe Company; Jamaica AIDS Support for Life; Panos Caribbean; and Rise Life Management, have benefitted from a marketing initiative of  non-profit body, World Learning, through which they are receiving assistance to identify  products and services that they could market to generate income.

The NGO Group Marketing Initiative (NGMI), which was officially launched on Thursday, October 10, during a ceremony at the Knutsford Court Hotel in New Kingston, seeks to contribute to the long-term sustainability of NGOs through capacity strengthening.

Already, the NGOs have been able to identify marketable products such as scented candles, consultancies in journalism and language training, that could increase their income streams to improve the sustainability of their programmes.

World Learning’s Project Director for Jamaica and The Bahamas, Ruth Jankee, told JIS News that the approach of the body, which has been providing grants to NGOs working in the area of HIV/AIDS, is to partner grant management with capacity building for the organisations.

“Our idea is that once the projects and the grants end, we want the organisations that we have worked with to be better able to manage their operations and be more sustainable moving forward,” she said.

Ms. Jankee pointed out that most NGOs, in seeking to provide products and services at little or no charge to their clients, are financially dependent on grants, fundraising, volunteerism and so on to sustain their activities.

“So, we are really hoping that through this intervention, each of the organisations will have developed a way of packaging themselves and also will be able to market and generate income and reduce their dependence on donations, the international donor community, fundraising, etcetera,” she said.

In support of each entity’s marketing strategy, packages, developed by World Learning in collaboration with the NGOs, which included brochures and flyers, were handed over during the event.

The products and/or services being offered by the NGOs are highlighted in the individual flyers, as well as a combined brochure featuring all four entities. World Learning also provided a database of information on approximately 2,000 corporate entities that the NGOs can access for use in electronic marketing.