ICEE BOARD

1
(No Transcript)
2
ICEE

• The aim of ICEEs marketing, fundraising, pr
  communications strategy is to raise funds to
  support expand our program delivery.
• Marketing
• Fundraising
• Communications
• Public Relations

3
Key Messages

• It is vital that successful fundraising is based
  on clear and simple to deliver marketing
  messages.
• For donors these messages must answer some simple
  questions
• What does ICEE do
• How does ICEE do it?
• How much does it cost?
• Why is it urgent?

4
Simple Answers

• What ICEE gives people sight
• How Trained Eyecare Personnel Affordable
  Glasses
• People Who Can See
• How much 5 A Pair of Glasses for One Person
• Why Glasses are important - why?
• (Myopia, Hyperopia, Presbyopia, Astigmatism)

5
A Suite of Choice

• Foundations Trusts
• USAID, Silverton Foundation, SCB, City of London
• Government Funding
• NGO Partnerships
• Sightsavers, CBM, OEU
• Corporate Sponsorship Patronage
• IER, campaign sponsors
• Sponsored Educational Programs
• Essilor
• Global Campaigns Optometry Giving Sight
• National Campaigns National Sunnies for Sight
  Day
• Events
• Gala Dinner
• Cycle for Sight
• General Public
• Donor Acquisition Campaigns
• Donor Maintenance

6
(No Transcript)
7
Sunnies for Sight Day

• Commenced 2002
• Signature / Cause Day eg AIDs Day
• Last Friday in February (summer)
• Invites participants to
• Wear sunglasses donate
• Buy sunnies merchandise

8
Aim

• To conduct a national fundraising day that will
  raise awareness of ICEE and result in an
  increased revenue stream.

9
Objectives 2007

• To ensure ICEE is strongly linked to event
• To increase number of participating organisations
• To increase PR opportunities

10
Outcomes

• Raised awareness of ICEEs work mission
• Raised media exposure for ICEE
• Increased net financial return
• Added benefit Raised awareness of the importance
  of eyesight as a health issue

11
Participation Methods

• Registered Organisations Participate
• Staff to wear sunglasses make a donation
  (schools / pre-schools)
• Selling merchandise in workplace (retail
  partners, workplaces)
• General Public Participates
• Wearing sunglasses
• Buy sunnies merchandise

12
(No Transcript)
13
Campaign Strategy

• Advertising print, radio, tv, web
• Direct mail demograghic groups
• Optical
• Schools Pre-schools
• Local Councils / Libraries
• Sporting Clubs
• Hair Beauty
• Telemarketing (pilot 06, roll out 2007)
• PR Opportunities - events

14

15
OutcomesRegistrations
16
Outcomes Media
17
People Give to People

• ICEE and NGOs are the conduit for donors deep
  desire to help
• People want to help they just dont know how

18
East Timor 2004 campaign
19
Malawi 2006 campaign
20
Sri Lanka 2007 campaign
21
Eat the Elephant

• How do you eat the elephant?
• By breaking it down into bite size chunks and
  telling real stories and by offering a clear plan
  and a simple solution

22
(No Transcript)
23
Packaging Stories

• The film starts with large scale problem
• Poverty in Africa cant do anything
• Locks down to one country more bite sized
• Children - everyone relates because they have
  been to school
• Then we meet two kids
• Saddened - injustice
• Given Hope - their lives have been changed
• Sting in tail - 10 are at school
• Call to action www.icee.org

24
The Challenge

• Why? No funding no programs
• The Congress 300 million with uncorrected
  refractive error
• 1 billion - Currently, 200 - 250 annually
• How do we fund the difference?
• Every single staff member of every NGO has a role
  to play in fundraising
• Every optometrist has a professional commitment
  to get involved in public health
• 250,000 optoms give 300 75m
• 250,000 optoms x 2,000 p/x _at_ 1 500m
• Raised community awareness means Govts Listen

25

• The Clock is ticking..Dr Nag Rao December 31,
  2019
• Dr Pararajesegaram history will judge us by our
  collective action not our combined intentions.
  (WRCE, 2007)
• It is not about giving glasses it is about
  changing lives and providing opportunity for
  greater choice. It is about the celebration of
  sight.
• Quality of Life (Hassan Minto Uduok Udom, WCRE,
  2007)

26
They.Thank-You