Jakarta (BusinessWeek: (02/03/07) The democracy has boost competition among NGOs. They have to fight over the donors’ trust. Only foundations managed professionally and apply appropriate marketing can develop. Initiated by businessman Putera Sampoerna, The Sampoerna Foundation (SF) is one among the most prominent philanthropic foundations. This organization is aimed at producing leaders through good education of quality and improving access to education. 

Currently, cigarette manufacturer PT HM Sampoerna is only one of our donors. The Foundation carry out corporate social responsibility (CSR) program for other donors as well. “People say that this is an era of outsourcing. We are carrying out CSR outsourcing,” says Elan Merdy, SF Chief Operating Officer. Hereunder the discussion between Hermawan Kartajasa, accompanied by moderator Feny Rose, and Elan about the implementation of marketing in foundation management.
 
Marketing has four conditions: change, competitor, costumer, and company. How is it in philanthropy?
Our community is very philanthropists. But, so far, their donations are limited to religious affairs and natural disasters. Our challenge in the future is convincing the people that donation for education also brings blessings. Fortunately we have seen the change toward this trend.

How about competitors and customers?
Our competitors carry out unsustainable, intransparent and short term programs. In carrying out sustainable, transparent and accountable program, we should have a tangible standard goal. For instance, we agree with the donor that in one year a school that we assist will have a passing rate 100% in one year. The target has to be achieved.
 
Otherwise?
Funding will be stopped
 
You have to innovate to prompt a huge difference?
We have the United School Program (USP) which is currently being adopted by the Ministry of National Education. This program is not purely ours. We carry out brainstorming and draw up a more pertinence program. Ministry of National Education then adopts this program as a model. This program has helped 22 schools with the total fund of Rp 90 billion. The amount is very small. But if others follow the foot steps, this program could reach 3,000 schools.