Telling a Foundation's Complete Story: An SJC Case Study
In 2014, the US-based India Youth Fund approached SJC about helping them to create fundraising messaging strategies appropriate for an American audience. Their parent organization, the Salaam Bombay Foundation, is the largest NGO in India focused on enriching the lives and health of the millions of children who live in Mumbai’s slums.
SJC worked closely with the client’s
leaders to devise key messages and clear language about their core vision,
goals, and what philanthropy would allow them to achieve—efforts that ended up
transforming how both the Fund and the Foundation tell their stories.
During the ideation process, SJC came
to realize that the organizations’ original primary message about tobacco
cessation among youth only told part of their story. As it turned out, Salaam
Bombay leads a wide variety of initiatives and campaigns to improve the lives
and wellbeing for many thousands of Mumbai’s children—from a Sports Academy
that has developed teamwork and stress management skills in more than 2,000
children, to the Arts and Media Academies that has developed confidence and
self-expression in 2,200 children.