“The topic (of Online Philanthropy Learning Forum) was interesting because almost all the actors are involved in helping the government overcome this pandemic and will discuss what are the challenges faced by philanthropy during the emergency response of COVID-19”. That is a welcome quote from Timotheus Lesmana as chairman of The Association of Indonesia Philanthropy in Online Philanthropy Learning Forum (PLF) with the topic: Trends and Challenges of Philanthropy Mobilization in the COVID-19 Pandemic, on 23 April 2020. Moderated by Dian Indraswari (Director of Yayasan Pulih), this 2-hour activity presents speakers from the field of experts and initiators who have developed new approaches and strategies in mobilizing the distribution of aid to the community; present Hamzah Fatdri Ulhaq (CEO of SharingHappiness.org) who will discuss the digital fundraising strategy, Jeremia Jefferson (Senior Manager Corporate Partnership of Save The Children) related to corporate donation raising and Allisa Wahid (#SalingJaga movement Initiator) related strategies to engage the community also the influencer as a fundraiser.
The limitations of the people’s motion space during the COVID-19 pandemic due to physical distancing and a large scale of social restriction, do not make a sense of caring for others. The exposure of material hosted by Hamzah Fatdri said that this situation forced various people to do activities online daily and until now become accustomed. The similar impact on digital fundraising (digital fundraising) interactions has increased, of course, through social media accounts with neat and appropriate content. However, constraints are still found in its implementation such as campaign effectiveness still lacking, monotonous delivery of content, and other things.
“It’s worth noting when we need to focus on organizational intent and values; How to communicate to the community by creating content that touches the hearts of the audience. So, we (SharingHappiness.org) use a positive psychology approach which is to share the happiness on every content that we make so that the people out there are moved to donate “, said Hamzah Fatdri. He also added on the transparency side of the accountability report that is supposed to be done by the sometimes forgotten donation platform, when it is risky to be an organizational accountability question – whether the distribution is appropriate or not. Besides, Hamzah Fatdri also invites the institutions that have not done shifting to the digital to try it as an expansion of the introduction of the program run.
On the other hand, the company also feels a significant change in fundraising methods that rely on digital technology optimization. Both the offer strategy and the form of the program offered were encountered several obstacles with the companies as prospective donors. “During the pandemic period, the company had difficulty financially because the production was stunted which impacted the decline in sales and the average company prefers to channel the funds to the government directly so that the challenge of emerging strategies”, reviewed Jeremia. According to him, we must be intelligent in the lighting and transparency of the potential of cooperation, the risk of implementing the program, and assessment of what benefits both parties get such as increased awareness to their followers or procurement of fundraising. It is run by the Save The Children, which is doing some global improvement with a fundraising target of 100 million USD, aimed at several countries in need, especially those countries that do not have a decent healthcare facility. But it should be noted that the conformity of the vision, mission and value of social institutions with the company in collaboration so that the goal orientation does not change and prevents misleading principles of the program.
Offending the needs of fundraising, not separated from the way how to move the community and involve influencers in strategy as a fundraiser. Therefore, it is explained by Allisa Wahid that it is not easy, but certainly has its tricks. In the COVID-19 response, the Gusdurian network initiated the #SalingJaga movement to complement the educational tools to the community in keeping the distance, guard each other. The initiation also runs thanks to the support and willingness of the movement of the Gusdurian network community spread over 72 cities, where good coordination is required and builds trust in the network. “Essentially the institution’s program principle is built with duplication and replication system, so it is ensured that all communities can do it. Another thing with building trust-is done through the personal approach with the proving of productivity improvement of the community activities “, said Allisa. In the future, it is the driving force of the vision and mission of a credible network agency.
“When talking about influencers, Gusdurian has an influencer involved in #SalingJaga and Gusdurian Peduli. We can say we are lucky enough because many of those who want to do good in the time of this COVID-19 but do not know how to partner with whom “, she said. There is a separate record of collaboration with the influencers shared by Gusdurian, such as the existence of value clarification the institution that the person invited to cooperate can adjust, find their concerned so that the cooperation that is executed can be following the purpose of the agency and the Influencer’s desire, and always appreciate them continuously related personal branding related to engagement to his followers.
This online PLF event is part of the Indonesian philanthropy emergency response to COVID-19. Look out for upcoming online PLF with other interesting themes!