Lessons from TJY for NGOs

[Disclaimer: This article is based on my personal views on the Tata Jagriti Yatra 2009. Nothing mentioned in this post should be considered official. Also, this is not written in the usual Mundane Journey style. This post is, basically, collation of various emails i had written to the members of my NGO, Vriddhi. ]

It's been close to month since i wrote. Actually, i was on the Tata Jagrity Yatra 2009-10. In this 18 day's trip we traveled some 9300 km across the length and breadth of the country meeting some 13 entrepreneurs. More information about the trip can be found in the blogs of other 'yatris' and at http://www.jagritiyatra.com. During the trip we met some outstanding entrepreneurs and got to know about some outstanding social ventures - Mumbai Dabbawalas, Sabriye&Paul, Vijay Raghaavan, R. Elanago, Aravind Eye Care, Agastya, Industree, Naandi, Gram Vikas, Jagriti Seva Sansthan, Goonj, Bunker Roy and Okhai. While meeting these great 'institutions' was a great experience, experiencing the Tata Jagriti Yatra was a greater learning - perhaps because while we visited these great institutions for a few hours, we lived and worked with the TJY for 18 days. Below are the lessons i have learned from the TJY and how these can be adapted by a start-up NGO.

1. Marketing: If there is single most important thing to running a social enterprise (in addition to the cause) is MARKETING. After the Yatra, i think, i cannot overstate the importance of Marketing. A good marketing is like a positive feedback cycle. If one's marketing is good, it will attract more volunteers. More often than not, people want to volunteer with 'brands'. Given the number of NGOs mushrooming, the volunteers are spoiled for choices and for obvious reasons they want to associate themselves with 'brand'.  So, if the marketing is good, more volunteers would want to join the NGO and this would help in building a better brand . The same logic holds for funds as well. Funders/Donors/Corporates like to give funds to brands so that it gets publicity. So, the more fund an NGO gets the more good work (and branding) it can do and the more funds it can attract.

Theory being laid out, let's see how Tata Jagriti Yatra does it. This yatra, in its present avatar is just 2 years old. But look at the brand name it has created for itself! First they roped in Tata. This, I would say, was because of their own conviction, their idea is unique and a host of other factors.

Once that was done. They got a Jagriti Yatra song composed by Prasoon Joshi, Adesh Srivastav and Babul Supriyo! Then, they got in a professional choreographer (in this case the Chairman's wife) to choreograph the 'chair version' of the song. Check the last year's version out at http://www.youtube.com/user/jagritiyatra2008#p/u/1/fv21Q8biPJw. [This year's choreography is a little different, but this would give a basic idea of what i am talking about]. We performed this 'dance' after every role-model visit. To me, this was a great stretching exercise after listening to the rolemodel for a couple of hours.  This anthem was also used as wake-up call! The point i am trying to make is that this anthem was not only a binding material but also a branding tool. The dance looked very weird to me in the first instance. I had never seen something like it before. And given a choice, i would have never done it. BUT, when you see ALL the organizers doing it 'sincerely' with grace, happiness and love - the steps didn't matter and it became a representation of our feelings. The lesson learned, here, is that we need to believe in and enjoy what we are doing. Only then would others enjoy.

Apart from the song, branding was done everywhere. TJY T-shirts. TJY bags. These really helped. First, when 400 odd people go out wearing the merchandise, TJY gets instant publicity. Second, it helps in connecting - Like, i was sitting in the airport and saw a lady with TJY bag. Immediately we could connect. Marketing and brand building  was there in every little thing they did. They organized a blogging competition for the Yatris. This way they got a lot of content, publicity, etc. Giving the yatris an opportunity to blog was a good way for the yatris to not only share there experiences but also to 'fix' them in their memories.

It's basically, a win-win game for all the stakeholders. Everyone gains from the marketing techniques TJY employed.

A lot of small NGOs can take some lessons from here. At least, we at Vriddhi, are really inspired. It's doesn't take a lot of investments to make a facebook group or an Orkut community. Also, since we all anyways wear T-Shirts, caps, it makes sense to market your NGO through it. And give these merchandise as gifts should you need to give one. Creating an NGO anthem would also go a long way. One doesn't necessarily have to get big names do the anthem. A lot of yatris, created a song for the role-models we visited. Just ask your otherwise unruly neighbor who disturbs you with his guitar. He would be more than happy to create a song for you.

2. Scale: Another lesson learned from the TJY was that SCALE is very important. Let me start with a few examples.

Naandi Foundation is serving mid day meal to thousands of school in various parts of India. The 'function' of Naandi in the mid-day meal is similar to TCS or Infosys. Mid-day meal is a central government scheme and govt has outsourced the work to Naandi. So, the govt pays Naandi and does the work. Fair enough. But, if you try to think how could Naandi get such a contract from the govt, it would appear impossible. Manoj Kumar, CEO of Naandi foundation said that the government outsourced them the work because of 'scale'. Had they gone to govt. saying that we'll do the mid-day meal for 50 schools, govt would have turned them down. Another advantage of scale is efficiency. As per Kumar, out of Rs 100, Rs 97 reaches the beneficiary. Food for a lot of schools is prepared in a centralized kitchen from where it is distributed to different schools. such centralized approach which is highly efficient wouldn't have been feasible without scale.

Let me go back to my favorite role model - The TJY itself. Taking 400 youngsters is a huge responsibility in itself and very difficult from management perspective. However, the effectiveness of the trip wouldn't have been there had the train not been chartered. And to charter a whole train you need volume. 400 is an optimal number in that respect. The point I am trying to make is that in today's business or social sector, one cannot remain small. Scaling up and expanding is nothing but survival. You need to attain a critical mass.

3. Fun: Another thing which i saw in TJY was fun. Fun was part and parcel of the life for the 18 days. We had 3 explicit dance parties! When we started from Mumbai Central, the train was delayed by some 5 hours. The Yatris and the admin, instead of cribbing took this opportunity to network and socialize by having fun.We had a group of yatris singing to a guitar when Swapnil, from the admin, came and joined and entertained the yatris with his strums. Then, there was this other group who was busy learning rubik's cube while there we others busy chatting away. Whether it's train delays, bus rides, new year or Mithapur. The people didn't leave a single opportunity to have fun. Here, I should emphasize on the platform that the admin had given to the yatris for having fun. And while partying - everyone was alike - the yatris and the admin.

Apart from the all-work-and-no-play, 'Fun' has manifold implications. First, since the trip was for 18 day and with almost 400 unknown people, a fun-less trip would have made it impossible for the yatris to go on especially when the climates and amenities are so uncertain. Second, this made the 400 yatris enthusiastic - the enthusiasm which lasts even after  the trip. This enthusiasm would cause the yatris to speak about it, tweet it and blog it. The reason i am blogging about the yatra, perhaps, is the fun i had there! Third, and probably the most important, implication is that a lot of yatris would go back as volunteers for the next yatra!

Small NGOs face a problem of retaining their volunteer base. Perhaps large NGOs also face it. One way to solving this is to add a lot of 'fun' activities for the volunteers. Please key in any low-cost-high-impact fun activities you could think of for the volunteers in the comments section.

 There are many other big-small things i have learned form the Yatra. I may post my personal learnings in case i find that the readers would find it interesting.

[Note: There are a lot of other, perhaps, more important things for start-up NGOs such as - product design, devising a good model, multiple sources of funds, etc. But. from my personal experience, there is a consensus about the importance of these. However, there is negative or neutral inclination towards the things i talked about above.] 

Cheers!
Yaaron Chalon...

Hindi Hai Hum?

Kapil Sibal with his basket of reforms, whether good or not, has done one great thing. It has brought education back into the public debate. Though his proposed educational reforms were released a few months back, the discussion on We the People yesterday brought to forth different perspectives on the 'three language formula' proposed by Kapil Sibal. He has urged the state boards to follow the three language formula with the vernacular-Hindi-English subjects at the school level.

This has instigated the age old debate - the one that was started in the 1930s. The two viewpoints are - the Hindi speaking states in India think that Hindi should be the langua franca. While the non-Hindi speaking states (especially Tamil Nadu) do not agree to that point. The first such conflict was seen in 1937-38 when the Congress Government of Madras Presidency under Rajagopalachari tried to make Hindi a compulsory subject in schools. Anit-Hindi imposition protests, finally, led to withdrawal of compulsory teaching of Hindi in 1940

Take two. After the independence, in 1950, Hindi was chosen as the national language of India by constituent Assembly. But, again, because of the protests of the non-Hindi speaking states, the resolution was deferred for 15 years.

Take three. In 1965, protests from the DMK and other regional parties, led Lal Bahadur Shastri, the then Prime Minister, to give up the agenda of making Hindi as THE national language. [source]

Take four. It's Kapil Sibal now - who is, in a way, trying to reiterate 1938, 1959 and 1965. So, essentially, what Sibal is proposing is nothing new. We have seen this many times in the history. One of the arguments against Sibal's proposal is that why should only the South learn Hindi? Why shouldn't the North learn a South Indian language? Hindi is just another regional language just as Tamil, Telugu, or Bengali is. The 'hindiwalas' argue that since the majority of the population in India speak Hindi, the others should also learn the language.

While being jingoistic about the language, we are forgetting the purpose of having a language: to communicate our thoughts and ideas. Sure, there are very strong cultural connotations to it, but the basic function remains the same - to communicate.

Our school followed three language formula - even before Kapil sabil proposed it. So, I studied English and Hindi till class XII and Bengali for two years - VII and VIII. Despite two years of formal education in Bengali, i was not very fluent in it. This is because, apart from the 45 mins class, i never felt the necessity to communicate in Bengali. In Kolkata, one doesn't need to know Bengali. But, when i joined the university, there was suddenly a need to learn Bengali as most people around, especially the 'babus' spoke Bengali. And that was it. I picked up the language in the first few months itself. The point i am trying to make is that what i couldn't learn in two years, i learned in a few months because there was a necessity. Of course, my two years of formal education made it easy.

When I was in Hyderabad, where again, one doesn't need to know Telugu, I picked up a few words of Telugu. This was because of my social initiative, Vriddhi. We go to schools of the under-privileged and conduct various workshops. Now, these children do not know Hindi or English well. They know only Telugu. So, i learned a few frequently used words to get by. Again, the point i am trying to make is that i learned Telugu (though just to get by) to help me in my social initiative (Vriddhi).

The resident 'Hindiwalas' don't feel the need for learning a South Indian language and south Indians don't feel the need to learning Hindi. However, both feel the need of learning English. This is strange because, English was brought to us by the Britishers who made India their colony and were not particularly liked by the Indians. Nevertheless, we still learn English. This is because of the immense opportunity it brings in. We forget about our past experiences with the British and learn English. So, clearly, it's more about demand and supply than about culture. If there is a demand for a particular language, one would definitely learn it.

For the non-Hindi speaking states, it make sense to adopt the three language formula. There is no harm to learn one more language. And, if given a choice to select the third language, Hindi would have been the obvious answer as Hindi would empower a person from a non-Hindi speaking state to connect to more people than any other language would. Pranab Mukherjee said that he cannot become the Prime Minister because he cannot speak Hindi. Also, his broken Hindi, perhaps caused a rift between him and Laloo.

Having said that, which language should a 'hindiwala' learn? If i were in a position to influence, i would propose the following:

Map a Hindi speaking state to a non-Hindi speaking state. The mapping, of course, would not to one-to-one. Now, these states should help each other in various aspects - like in trade, education, governance, etc. It's like the 'buddy program' in various universities. The Hindi speaking state, then learns the language of the buddy non-Hindi speaking state. This will boost cultural exchange, trade and travel between the states - which in turn would aid in development of India.

Indian are comfortable with plurality. And this plurality, if not replaced by narrow jingoism, can help in making India not only a more developed country but also a model of others to learn from.

Think...

Hash Include

Hash Include

Inclusion seems to be the new buzzword. From financial inclusion (as mentioned by the Indian President Pratibha Patil on the eve of Independence Day) and sexual inclusion (by the amendment of section 377 of IPC) to inclusion (at least, by being a witness on national television) into the process of selecting a groom. Not to forget the evergreen first line of a C program.

However, this word was more popularly used in the context of education. It refers to a state where children with and without disabilities study together. As on everything else, there are people who support the notion and there are people who do not. While, as on everything else, most people don't really care. I am not going to discuss whether or not 'educational inclusion' should be practiced. The reason is that apart from the obvious cases we don't know who falls and who doesn't fall under 'retarded' category.

Though, in theory, we may be able to classify people in terms of those with and without disabilities, the fact remains (and as hinted by Pauli's exclusion principle) that every child is unique with his own learning curve. So, while the know-all work out whom to include in which category and fight for what level of 'inclusion' is optimal, there is one thing we can do without much controversy.

Let me explain. The process of children education has two end-points - the producers (teachers) who are the sources of knowledge and the consumers (children) who take in the knowledge. Of course, there is self learning and self exploration. But for children, it works the best if the source of knowledge is another person. So, instead of having all teacher-for-the-normals teaching to 'normal' schools, we should have some 'special teachers' also in the 'normal' schools.

There are cases where children who need special teachers are sent to 'normal' schools - probably, because they are not thought of as 'special'. These children, obviously (and by definition), don't do well in the school and are deemed 'slow learners'. This makes the matter worse. One way to address this is to have special teachers in all 'normal' schools. These teachers would help in identifying students with special needs. They would also make other teachers - who put a lot of unnecessary and virtual pressure (reminds you of your boss?) on the students - sensitive to the fact the every child is unique.

This is what i thought of when i (again) watched Taare Zameen Par. We need people to identify and deal with children with special needs. We need 'inclusion' among teachers. I am sure this is not something which will arouse a lot of debates. Nether would the serial-topper's mother be worried about her child slowing down in study because some of his classmates have special needs. This is one area where we not only lack inclusion but also lack debate on it.

Do share your views on the concept of inclusion applied to teachers.