Genesis Institute of Business Management

July 7th, 2010

Dignity Foundation

Dedicated to the cause of serving the elderly

Two fold objective

1. Provide community services and life enriching benefits to the 50+

2. Lobby with the government to make elder friendly policies

Opportunities

Large universe, 8 lakh 50+ in Pune

No concerted support from Government and very few NGOs work with elders.

Dignity Foundation is the only organisation which provides such a wide range of services and benefits

Very affordable. Less than Rs.50/- per month

Getting members, critical

Reach out to as many seniors with services– Become self sustaining

Advocacy– Need to represent seniors to be taken seriously

by the government

Approaches used

Dignity Donor Privilege Programme– Become a donor, enjoy benefits

Be a champion of social change– Join the cause, enjoy benefits

Dignity Donor Privilege Programme

A bouquet of 10+ services, benefits, opportunities for the 50+

Become a member, enjoy the benefits Also support the cause

1. Deals and Discounts Save over Rs 7000/-per year

Hospitals, Diagnostics, Medical shops

Spectacles, Hearing aid, Ortho aid

Gyms, fitness, yoga classes

Hotels, tours and travels

Discounts in over 75 outlets in Pune!

2. Avail Financial Benefits

Customized Banking Services ICICI Zero Balance Savings A/C Get a Credit card linked with F.D.

Special Group Medical Insurance Scheme

Entry upto 80 years20% lower premiumOffer deleted from the package

3. Free Professional Counsel

Legal advise Will making Financial advise Insurance advise Consumer Guidance Health Counselling

4. Enjoy Chai Masti

Stimulation, Music and Games enjoyed over tea every evening at the nearest DF Centre.

4 centres across the city!

5. Free subscription

Dignity Dialogue First magazine for the elderly Informative and entertaining 72 page Monthly magazine in

full colour English and Hindi edition A platform for you to voice

your thoughts

6. Earning Opportunities

Second careers Re-employment after

retirement Consulting, paid and

volunteering opportunities

www.dignitysecondcareers.org

The Second Career Website

7. 24x7 Helpline

Crisis counselling over the phone.

Rescue services for Elder Abuse.

Companionship to the Elderly.

Call 30439100 Service scaled down

to work hours now

8. Invites to Special Events

Dignity Film Festival

World Elders Day

Passionate Collections Meet

Passionate Collections

World Elders Day Awards

9. Volunteer with Dignity

Provide company to a lonely elder

Volunteer in marketing activities and Helpline

Get involved in advocacy issues

Special free Volunteer training workshops to get you geared

10. Call us for Information you can trust

Call us when you need important information you can trust

– General information– Medical & Medicines– Special products– Security information– Concessions

11. International Affiliation

Avail discounts when you travel to USA, Denmark, Canada, Netherlands, Italy

Support Us

Join our cause, enjoy the services and help us to build numbers… to do advocacy on your behalf

Enroll Now!

Rs 700/-per year (single)

Rs 1250/- per year (couple)

Results so far..

DDPP– Too many benefits to understand– Donor word confusing– No emotional connect

Champion social change

Become a champion of social change You are fortunate. Help others, Help the cause

Improve your quality of life by using the community services and life enriching benefits

Community Services

Elder Helpline Information service Legal and financial counselling Earning opportunities Loneliness mitigation Rescue services (elder abuse) Ration services Dementia Day Care Locality civic service Homes for the aged*

Life Enriching Benefits

Special invites to events: Film Festival, Passionate collections 5-20% discounts on medicine, diagnostic services, hospitals,

doctors, opticians, hearing aid, orthopedic aids 10-30% discounts on travel, lifestyle products Financial products: Debit/Credit card, zero balance account

from ICICI Fun evening at Chai Masti Discounts while traveling abroad

Results so far..

Social Change– Lukewarm response

Membership Challenges

Family values, joint family system, children staying at home diminishes need

‘Only people whose children don’t look after them, join such organisations. My kids are good and look after me’

Loss of face within larger family and society if there is a need to reach out- lots of closet abuse cases- even second careers

‘If I join, then everyone will think that my children don’t look after me well’

Dignity Foundation = Old Age home Too hi-fi. Only talk in English

Membership Challenges

Expect services from not-for-profit organisations free of cost - accusations of commercialization

Funds for creating awareness

Membership trends

Seniors over 65, retired from work who are in most need of the services on offer

Empty nesters single or with partner

Retired from regular employment

Primarily self-bought as of now

Mostly for one year versus 3/5 year membership

Membership drivers

Financial, health and emotional insecurity

for beneficiaries

Guilt and love for Gifters

Target Prospects

Beneficiaries ( Individual/couples)

Seniors who are 50+ ( especially 60/65+)

- who have immediate need of services on offer

- who foresee the need of such services

New Approach

Dignity Advantage

Being 50+ can mean different things to different people.

Many goals are achieved by then

Careers reach their high Children’s careers are on track Children are married Investments are made Most have bought a home According to Indian tradition, most duties are

fulfilled There is little left to do

On the contrary

It just takes a moment to shift that perspective and realise that…

Now is the time to look at yourself

A time to...

Feel free and shift focus from erstwhile responsibilities to… oneself

Sit back and relax, spend time with yourself Be with family Enjoy good health, heal oneself Work for one’s joy Discover oneself

A TIME TO… SHINE

What is ‘Time to Shine’?

It is looking at the brighter side of life at 50+ It is about enriching one’s life with the best of

opportunities It is about making the most of all the services

available It is about being optimistic about one’s life It is about looking forward to a bright future

New Approach

Dignity Advantage – Time to Shine

Key Benefits

Life enrichment benefits Dignity dialogue Special events Get more for your money through discounts Fun at Chai Masti Special offers from ICICI Bank Benefits while traveling abroad

Community services (open to non-members too) Helpline, professional counselling, second careers

Volunteering, Being part of advocacy efforts

Pitch according to the person

Talk and sell discounts (200 in Pune) for value conscious elders

Pitch it as ‘do something for yourself’ to the others who we can’t sell discounts (Armed forces, financially comfortable)

Pune Member profile

33% Maharashtrians 66% Non-Maharashtrians 90% one year membership

Pune: Age Profile

Age Profile

0

20

40

60

Age band

%

Female %

Male %

Female % 11 16 17 21 19 10 4 1 1

Male % 10 12 16 18 14 15 12 2 1

50-55 56-60 61-65 66-70 71-75 76-80 81-85 86-90 91-95

Modalities

Form fully filled 2 photographs (stamp size preferred) of self

and spouse in case of couple membership Cheque in the name of ‘Dignity Foundation’ Receipt will be sent by us with 80G

exemption Welcome kit will be sent from Bombay in 21

days

Tips

Parks, Walking paths, Housing societies, places of worship, laughter clubs, yoga classes, art of living classes, clubs/classes

Go with proper permission Closure takes more than one visit Same place, same time works Don’t bluff if you don’t know. Find out and call

him/her back.

Tips

Do what you promised Invite them to the office Be genuine

Areas

Area 1 (Team 2) Hadapsar, Fursungi, Magarpatta

Area 2 (Team 1) Viman nagar, Kalyani nagar, Mundhava

Area 3 (Team 8) Koregaon Park, Bund Garden, Yerawda

Area 4 (Team 3) Lulla nagar, Bibwewadi, Saras Baug

Area 5 (Team 9) Kondwa, NIBM road, Mohammadwadi

Area 6 (Team 6) Swargate, Satara road, Market Yard

Area 7 (Team 7) Wanavdi(Wanowarie), Fatima nagar, Ghorpadi

Area 8 (Team 4) Camp, Salisbury Park, Modi Colony, Shivaji Nagar

Area 9 (Team 5) Shankar Sheth, Guru Nanak nagar, Rasta Peth

Frequently asked questions

When was DF established?– 1995 by Dr. Sheilu Sreenivasan

When did DF come to Pune?- Opened its services in Jan 2010

What is the difference between DF and other SZ Associations

– We are run by professionals– We provide professional services

Where does DF get its funds?– Membership, Donations, Corporate sponsorship, Subscription to the magazine, Advertising on magazine

Frequently asked questions

What is ICICI Prudential’s Role?– ICICI Pru has provided the seed capital for Dignity

Advantage– They believe in Productive Ageing

How many members do you have?– 300+ and the list is growing

How many tie-ups do you have?– Close to 200 in Pune

Frequently asked questions

How many branches does DF have- Bombay, Bangalore, Kolkata, Chennai, Pune,

Goa (recent)

Credibility of the NGO- 15 years of publicly recognised work- Registered with the Charity Commision, Mumbai- 80G exemption available- AARP association

Frequently Asked Questions

How many staff in Pune?– 12 professionals

Where are the Chai Masti Centres in Pune– Sneh Paradise club house, Near MIT college,

Kothrud. 4-6pm, Mon-Fri– 3 more in the offing

Second Career Placements– 5 SZ placed so far

Frequently Asked Questions

Events done so far– Musical show by Usha Uthup and Sami sisters:

Jan 2010– 5 day Film Festival in April– World elders day celebration in October– Passionate Collection exhibition in Dec

Frequently asked questions

Info on shelterwww.dignitylifestyle.org Other Projects

– Dementia Day Care– Dignity on wheels– Ration to poor– Dignity civic service– Free Health camps– ID cards – Free computer Classes

Pune chapter

Savio villa78/4, Divya nagar,

Near Jambulkar chowk, WanawadiPune 411040, Phone: 30439190

dignitypune@gmail.comwww.dignityfoundation.comChandrakant - 9850547121

• PPT – on the website notice board• Visit Dignity Foundation, Chai Masti Centre,

Dignity Foundation website• Meeting Tips• Authority letter• Formalities / forms• Other Services

Key Notes

• Rules• Marks / Weightage• Targets• Team leader for all communication

Key Notes