Renaissance Capital and AfriKids “Working with AfriKids has been inspirational: they took us into their world, shared their stories and invited us to visit Ghana to experience the lives of those they help. Over 2010 we have watched them grow on their phenomenal achievements thanks to a record breaking fundraising year for us and them.� Amy Parker Charities and Fundraising Manager, Deutsche Bank
Renaissance Capital and AfriKids Contents
04 Why Partner with AfriKids? . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 05 What AfriKids can offer Renaissance Capital . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 07 Corporate partner case study - Deutsche Bank . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 08 Analysis of our partnership with Deutsche Bank . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 09 We’d love to invite you to Ghana . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Credibility . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 In conclusion . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Cover picture - Brothers, Joe and Sunday, reside at Mama Laadi’s Foster Home in northern Ghana.
Amy Parker heads up the Deutsche Bank CSR programme. She’s pictured here with a family who hosted her through the Experience Challenge in October 2010
Renaissance Capital and AfriKids Introduction
WHY PARTNER WITH AFRIKIDS?
................................................................................. We want you to explore the benefits of working with a small child rights organisation that punches well above its weight. We’re here to help you develop corporate social responsibility (CSR) within your organisation with minimum effort and maximum outcome
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01 WHO WE ARE AND WHERE WE WORK AfriKids is a partnership between a UK charity, AfriKids (UK), and a Ghanaian non governmental organisation, AfriKids Ghana. We have a shared goal which is to alleviate the acute child suffering that rips through the fabric of communities across rural northern Ghana and to open up genuine opportunities to the region’s next generation. All of our projects are locally owned and delivered in a holistic, effective and sustainable manner. We operate like a business; our monitoring and evaluation, our financial diligence and our donor feedback are integral to the organisation.
02 01 A women carrying water from a bore hole to her compound in northern Ghana, returning from one of AfriKids’ sustainability projects
Economic empowerment is the cornerstone of AfriKids; at individual, family, community and regional levels everything we do must be linked to long term financial independence.
“It’s remarkable what AfriKids has done for thousands of young lives in partnership with local communities and local government. It’s a wonderful example of partnership between this country and Ghana.” Colin Grassie, CEO Deutsche Bank UK
REASONS FOR CREATING THIS DOCUMENT AfriKids has worked with numerous corporate partners over the last ten years, ranging from small independents to large international banks. With every partnership there have been new lessons to learn and working patterns to adapt. We want to put these lessons to good use, and let potential partners feel confident that we could enter your organisation, adapt to your way of working and enhance your corporate social responsibility to maximum effect. With AfriKids as your strategic partner, your CSR agenda will be
02 Two boys playing with bubbles in the Kassena Nankana district in the Chief of Sirigu’s compound; the village where AfriKIds’ work started
enhanced with ease, effectiveness and innovation, whilst in turn making a tremendous amount of difference to the lives of vulnerable people in northern Ghana. WHAT THIS DOCUMENT WILL COVER The next few pages explore the benefits of working side by side with our organisation. We’d like to help you create an exciting community programme that leaves your employees feeling they have added value to AfriKids and that they have gained from the experience. We’ll be looking at the various ways in which employees can get involved; whether through simply setting up payroll giving or being more adventurous and coming out to Ghana to visit the projects through our Experience Challenge. All of these activities will be of benefit to your organisation; enhancing employee’s loyalty and retention through professional and social development, teambuilding, leadership and securing a good citizenship PR profile. 04
Renaissance Capital and AfriKids What AfriKids can offer
WHAT AFRIKIDS CAN OFFER RENAISSANCE CAPITAL ................................................................................. This section looks into the variety of ways AfriKids can help develop your CSR portfolio in easy, accessible steps. We are happy and able to commit as many of our existing and future resources as necessary to make the partnership a success.
................................................................................. HUMAN RESOURCES
AfriKids have five fundraisers who all have experience managing corporate partnerships. We’d assign someone from the team to personally manage this relationship, bringing a sense of ownership and friendship to the partnership. The entire staff team , including our founder and our 50+ network of volunteers, will be on hand to provide support, many of whom have been constant ambassadors for AfriKids, and have visited our projects in Ghana. RAISED PROFILES
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We have the generous pro bono support of Taylor Herring PR in raising our media profile, with all of our Senior Management Team having been media trained and experienced in appearances in print, radio and television.
“Personally, I feel really privileged to be a little involved in something that I think is genuinely transformational for Ghana, and potentially a model for perhaps how all aid will one day be conducted: locally lead, effective, and sustainable.”
“Taylor Herring Communications is committed to help raise awareness about AfriKids and enhance the charity’s profile in the media so that it achieves its long term goal of sustainability in Ghana. We will continue to support and drive forward coverage where we can, as AfriKids continues to change the lives of those it reaches”.
Dan Salmons, CEO of ‘?WhatIf!’: the World’s largest independent innovation company VISIT OUR PROJECTS
Without meeting our Ghanaian partners and seeing the projects first hand, it’s hard to imagine the enormous impact a partnership like this can have. We’d love to invite you to come and visit our projects at a time convenient for you and show you first hand the immediate and sustainable effects you could potentially be involved with. We even run an ‘Experience’ trip bi-annually, where visitors can live and work with Ghanaian families to truly immerse themselves in African living. This has been a life changing experience for many, perhaps you’d like to give it a try? Further details on this initiative are detailed on page 11.
Taylor Herring Communications
EXCEPTIONAL FEEDBACK AND APPRECIATION We are renowned for the way in which we engage supporters, not just with fundraising activities, but with regular feedback from the projects. We will give quarterly reports on exactly how the funds are changing the lives of Ghanaian children.
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Renaissance Capital and AfriKids What AfriKids can offer
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LOT NUMBER
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BID
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Silent_Bid_Card.indd 1
18/01/2011 14:49
The Alternative London Fashion Event
VIP One Mayfair
North Audley Street, London, W1K 6ZA
22nd September 2010 7pm – Champagne reception 8pm – Fashion show
11.30pm – Entrance to after party Full details given on the night
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RAISED UNDERSTANDING As well as encouraging staff to get involved in the fundraising, we are committed to ensuring that when people give to us they are making an informed choice. Our core ethos focusses on local empowerment and sustainability that go right to the heart of the most fundamental debates surrounding both the international development community and the UK Third Sector. In 2008, a documentary was developed by Insight; ‘How to Make a Difference in Africa’. It examines the aid industry through the prism of AfriKids’ work and is presented by BAFTA winning African journalist Sorious Samura. It is the perfect resource for a lunch time screening and debate. IN HOUSE MARKETING MATERIALS All marketing and promotional materials will be designed in house at no cost. We are always looking for new innovative ways to promote our work and feedback to our supporters. We use YouTube, Facebook, Twitter, an online blog, newsletters and our website to share information.
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“It has been a great pleasure working with AfriKids as this charity truly stands out from the crowd...the fundraising team work very efficiently and, more importantly, effectively, you won’t find a more slick team who really believe in the causes they support ...AfriKids certainly has the correct sustainability formula with all the projects they touch, a huge credit to this small yet powerful charity.” Nikki Studt, Global Charity Coordinator, ICAP
................................................................................. 01 An example of the bespoke thank you feedbacks we create 02 Examples of promotional materials we’ve deigned and produced in-house 03 A leaflet we produced for the 2011 Experience Challenge
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Renaissance Capital and AfriKids Corporate Partnership case study
IN 2010, AFRIKIDS WAS LUCKY ENOUGH TO BECOME ONE OF DEUTSCHE BANK’S TWO CHARITIES OF THE YEAR
..................................................................................... After a long process of applications, interviews and campaigning we won the privilege of becoming Deutsche Bank’s first ever African charity and raised over £1,000,000: more than any other organisation has ever raised - this is how we did it!
..................................................................................... A BRIEF OVERVIEW OF THE PARTNERSHIP Our partnership with Deutsche Bank officially began on 1st January 2010, but we had plans in place well before this start date! We’d already ensured key people from within the Corporate Citizenship team were booked on a flight to Ghana for the first quarter, we had a full events planner bursting at the seams and also went to great lengths getting innovative publicity images ready for the launch. Throughout the year funds were raised through a number of inititives, from fashion shows and black tie balls, to face-painting and football tournaments. We raffled Aston Martin and Mercedes cars and sold our ethical Jimmi Jamms pyjamas. But this partnership was about more than just the money; we have developed deep and lasting connections with a range of individuals within the organisation, which means our one year partnership will generate a legacy of benefit for us and the children and families we support in northern Ghana.
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HOW WE ENDED THE YEAR The simple result is that we netted more than £1,000,000 from Deutsche Bank alone, doubling our annual income. To put this into perspective , this is the largest amount any Charity of the Year has raised at Deutsche Bank to date, and higher than the cumulative total raised by the three charities in 2009. REASONS BEHIND THE SUCCESS We had one key person as a contact at AfriKids. This built strong bonds with the Corporate Citizenship team ensuring we were part of a professional partnership. We also ensured everyone, from volunteer to International Director level, got stuck in.
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Having ‘ready made’ marketing materials before the partnership officially began showed committment and creativity early on. This photo portrays the Deutsche Bank logo on the floor of the compound
02 Amy Parker, Charities and Fundraising Manager at Deutsche Bank, having a cuddle with Mercy at Mama Laadis’ Foster Home
The Deutsche Bank Corporate Citizenship team went out to Ghana in the first quarter of the year so saw firsthand the work AfriKids Ghana do. This inspired the team and made them feel like an ingrained part of AfriKids, therefore passionate about our work and willing us to do well. We gave clear and personalised feedback to everyone who gave - this was the first time any Charity of the Year had fed back on donations. It enabled staff to feel they’d given to something tangible and worthwhile. Through meetings and attending various events, we have made many firm bonds and caught attention of many staff We gained a lot of PR, particularly through Experience, which helped raise awareness across the Bank and to wider professional and public audiences, therefore increasing the awareness of AfriKids and showing Deutsche Bank in a really good light.
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Renaissance Capital and AfriKids Analysis of the Deutsche Bank partnership
“I think AfriKids is the best charity DB (Deutsche Bank) has ever sponsored, I really do. Actually seeing where the money goes puts a real perspective on things... I'm still talking about my visit now!” Carolyn Odoom, Deutsche Bank
HIGH LEVEL ANALYSIS OF OUR FINDINGS Once the partnership ended, we wasted no time in analysing the facts and figures we built up through the year. By doing this, we believe we’ve learned many lessons about how to develop the perfect partnership for future corporates. WE FOUND: By organising a wide variety of events and initiatives, we were able to attract the attention of all levels at the bank. The CEO of Deutsche Bank UK came out to Ghana on our Experience Challenge, staff right across the bank got the opportunity to give one day’s salary using one simple click, those employees who perhaps couldn’t afford to come to our more lavish suppers bought raffle tickets, attended pub quizzes or got involved by volunteering at our events. Whatever the level - there was something for everyone. With a fundraising team of just five, we helped to organise 16 events throughout the year.
As you can see from the charts above, people got involved by simply setting up payroll giving or donating on a one off basis, this alone raised over £30,000. Events that took less time to organise, such as online auctions/ appeals or raffles, brought in a lot of interest and funds. Such activities brought in over£540,000. Deutsche Bank’s matched giving scheme brought in just under a third of the total raised in the year. We now have over 260 Deutsche Bank staff members on our personal mailing list. With the huge success of the partnership we are currently in the process of applying for two awards to recognise Deutsche Bank and their amazing Corporate Social Responsibility scheme. We find out whether we were successful in July this year.
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Renaissance Capital and AfriKids We’d love to invite you to Ghana
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THIS IS LIKE NOTHING YOU’VE EVER DONE BEFORE. PREPARE YOURSELF TO BE PHYSICALLY, EMOTIONALLY AND MENTALLY CHALLENGED ................................................................................... Experience life as either a teacher, farmer or local business person in rural northern Ghana and witness the innovative and inspirational ways villagers living a hand-to-mouth existence work to overcome the every day challenges they face as individuals, as families and as communities.
................................................................................... In October 2010, AfriKids took 48 Deutsche Bank employees to Bolgatanga in the Upper East Region of Ghana. For three days and three nights, they were completely immersed into one of three typical family lifestyles in rural Africa: market trading, farming or teaching. They lived the villagers lives, worked their trades and became part of their communities, gaining real-life experiences of the significant everyday challenges they face. Participants were also able to visit a number of AfriKids Ghana’s innovative child rights and community development projects in the region, meeting a whole host of incredibly inspiring individuals along the way.
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Dave Brown, AKA ‘Bollo’ from the Mighty Boosh, with his host family in their compound
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Shan Prettyman sharing a joke with Mercy Yaa from Mama Laadi’s Foster Home
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Colin Grassie, CEO of Deutsche Bank UK, listening to stories being told by AfriKids Ghana staff member, Joe
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A selection of the awards we’ve won
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Louise Minchin, BBC news reader, championing us at the ICAP charity trading day in 2009
The nature of AfriKids (UK) and AfriKids Ghana’s partnership means the format of the Experience Challenge can be flexible to suit the needs of an organisation, as long as the benefits to AfriKids are equal to or exceed that of a standard challenge format. It can complement a company’s HR and CSR strategies, and from an individual’s perspective, the Experience Challenge is a once in a lifetime opportunity. It is the ideal fundraising programme for those who would like to support an innovative grassroots organisation but lack the time and resources to do so.
“The Experience Challenge was a real eye opener. I learnt that I can live for a week without any real possessions, that if you’re tired enough you can sleep anywhere and that some of the things we hold most dear are really not all that important.” Anne Pepper, Associate Mutual Funds Dealer, Deutsche Bank
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Renaissance Capital and AfriKids Credibility
AFRIKIDS’ AWARDS
WE HAVE WON NUMEROUS AWARDS SINCE REGISTERING IN 2002. THESE INCLUDE:
INSTITUTE OF FUNDRAISING 2010 - Winner of fundraiser of the year Sally Eastcott - AfriKids Director
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CHARITY TIMES AWARDS
2010 - Winner of social enterprise of the year 2007 - Winner of outstanding individual achiever Georgie Fienberg - Founder
THIRD SECTOR EXCELLENCE AWARDS 2010 - Finalist for social enterprise 2007 - Winner of accountability and transparency 2007 - Finalist of the small charity big achiever
STARS IMPACT AWARDS 2009 - Winner of the education award - AfriKids Ghana
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GHANAIAN GOVERNMENT
Ministry of Manpower, Youth and Employment/ women and children
CREDIBILITY
2010 - Outstanding contribution towards child protection in Ghana 2008 - Outstanding contribution towards the elimination of child labour in Ghana
AFRIKIDS IS A MULTIPLE AWARD WINNING ORGANISATION AND A LEADER IN ITS FIELD
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In 2010 we were given funding by Comic Relief to be independantly evaluated. Following a visit to Bolgatanga, the head of Comic Relief’s Street and Working Children’s Programme rated AfriKids Ghana in the top bracket of development organisations globally: we have since won one of their largest long term grants.
OTHER HIGH PROFILE ORGANISATIONS WHO HAVE BEEN INVOLVED OR SUPPORTED AFRIKIDS ICAP, BARCLAYCARD, CLP LIMITED, ALPHA FMC, EXOTIX, REED ELSEVIER, RUSSELL INVESTMENTS, SCHRODERS, VODAFONE, VITOL, EXECUTION, GOLDMAN SACHS, TAYLOR HERRING, THE MEDIA FOUNDRY, LINKLATERS, WINTON CAPITAL, ABG, REED SMITH, APE INC AND CVC CAPITAL PARTNERS
“Both agencies (AfriKids Ghana and AfriKids UK) are committed to working towards AfriKids Ghana’s financial sustainability and are taking steps together to ensure this happens. Such an undertaking is rare among development agencies and it will be watched with interest by others.” Pauline Wilson, Independent Evaluator, Comic Relief
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Renaissance Capital and AfriKids In conclusion
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We’d love to come and meet you to discuss the ways in which we can adapt and grow with Renaissance Capital. For more information or to arrange a meeting, please contact Lissa: lissawallington@afrikids.org +44 (0) 20 7443 5113
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AfriKids goodie bags given out following our Alternative London Fashion Show in 2010
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A child who’s mothered by a blind weaver, an AfriKids supported project
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Children being schooled through AfriKids’ project, Operation SINGh
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A lavish dinner celebrating Burns Night
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