A Study of Fundraising for Environmental Conservation Initiatives by Non-Governmental Organizations in Kenya

Abstract

This study set out to examine the process of fundraising by NGOs involved in environmental conservation initiatives in Kenya, focusing on their strategies of fundraising from local sources as well as their fundraising behaviour. It used conceptual models of fundraising developed by Kelly (1995). Kelly's models de- scribe fundraising behaviour according to an organization's purpose for fundraising, the nature and direction of communication, and the kind of research involved in the process. The study also identified the sources and mechanisms of funding used by environmental NGOs, and the types of contributions they re- ceived from donors. Descriptive survey research method was used, and seven out of 71 environmental NGOs were sampled. This study's findings show that the forging partnerships with other organizations, providing consulting services, research and training recruiting members and volunteers, using events, and unique strategies like the "Adopt-a-Rhino" scheme by Friends of Conservation were the predominant fundraising strategies used. Their fundraising activities were identified as proposal writing, organizing events, sending direct mail and personal letters, and making face-to-face presentations. The study further established that donations by corporations, individuals, other NGOs as well as membership enrollment and sponsorship by donors are important local sources and mechanisms of funding used by environmental NGOs in Kenya. Local contributions include financial contributions and donations in kind. This study concludes that environmental NGOs need to identify and under- stand the needs of potential donors. Donors were found to be interested in funding projects that are mutually beneficial to themselves and recipient organizations The study also recommended that these organizations endeavors to create and maintain open communication with donors in order to reach mutual understanding.