Non-profit organizations work tirelessly around the clock, around the country and around the world to furnish multi-faceted support to multitudes. They scrape, scrim and save every dive at their disposal to keep their operations afloat. But they don’t budget for something like a global pandemic, and when they’re faced with something of this scale and nature, their business models get turned on their heads.
Organizations like New Delhi-based Goonj, with over two decades of exemplary work under its belt – turning urban surplus into functional and helpful resources, and furnishing millions in rural areas with those resources, equipping them with the tools they need to overcome the obstacles they face with self-assurance and dignity – are starring down the barrel of a situation where they might be forced to change the way they operate. These organizations count on public support for their fundraising efforts to not only stay in business but also to continue to serve the communities during difficult times. Given the current trajectory of the COVID-19 pandemic, non-profit organizations in India could find themselves in a situation similar to their beleaguered foreign counterparts – which are finding it increasingly difficult to deal with financial distress in the light of increased need and demand for their work and curtailed corporate and private charitable expenditure owing to sizable corporate losses. As Dan Corry, Chief Executive at New Philanthropy Capital, put it “Charities are mobilising to help thousands of people across the country but they are also crying out for more help and support”, "Their income is collapsing just as people’s need to use them starts to grow."
As the COVID-19 threat and financial strain on non-profits looms large. Emma Mattress, makers of the winner of over 35 “best mattress” awards in Europe, the Emma Original, have announced their partnership with Goonj to launch the "Emma's for Everyone" campaign, aimed at providing quality comfort and rest to as many deserving individuals as possible. As hospitals around the country continue to scramble for equipment and supplies, Emma Mattress will work in tandem with Goonj to provide hospitals with as many of their first-rate memory foam, orthopedic mattresses as possible. More importantly, during the entire duration of the campaign, Emma Mattress will also double any monetary donations made directly to Goonj by the visitors redirected from their website in order to support the overextended non-profit. And as an added incentive, the donors in return will not only get to rest assured knowing that their contribution will make twice difference in the lives of others but also stand a chance to win Emma credit worth Rs1 million, which will allow them to buy any Emma products worth up to the said amount, at any time in their lives and anywhere in the world.
With a spate of misinformation, conspiracy theories and pseudoscientific facts floating around on the internet, it is becoming progressively harder for the masses to separate science and truth from groundless claims and barefaced lies. Availability of calming, accurate, upbeat and easily accessible information about the situation is of vital importance to assuage the public’s fear. To this end, the company has also launched a sister “Stay Home India” campaign on their social media accounts and on their website disseminate information and spread awareness about ways to effectively “flatten the curve”.
It’s heartening to see a relatively unknown company in India, like Emma Mattress, step-up, take matters into its own hands and play its part, it’s high time the rest of us also step up and do our part. I’m going to leave you with an oft quoted but grossly disregarded motto: Non nobis sed omnibus (not for us, but for all).
Organizations like New Delhi-based Goonj, with over two decades of exemplary work under its belt – turning urban surplus into functional and helpful resources, and furnishing millions in rural areas with those resources, equipping them with the tools they need to overcome the obstacles they face with self-assurance and dignity – are starring down the barrel of a situation where they might be forced to change the way they operate. These organizations count on public support for their fundraising efforts to not only stay in business but also to continue to serve the communities during difficult times. Given the current trajectory of the COVID-19 pandemic, non-profit organizations in India could find themselves in a situation similar to their beleaguered foreign counterparts – which are finding it increasingly difficult to deal with financial distress in the light of increased need and demand for their work and curtailed corporate and private charitable expenditure owing to sizable corporate losses. As Dan Corry, Chief Executive at New Philanthropy Capital, put it “Charities are mobilising to help thousands of people across the country but they are also crying out for more help and support”, "Their income is collapsing just as people’s need to use them starts to grow."
As the COVID-19 threat and financial strain on non-profits looms large. Emma Mattress, makers of the winner of over 35 “best mattress” awards in Europe, the Emma Original, have announced their partnership with Goonj to launch the "Emma's for Everyone" campaign, aimed at providing quality comfort and rest to as many deserving individuals as possible. As hospitals around the country continue to scramble for equipment and supplies, Emma Mattress will work in tandem with Goonj to provide hospitals with as many of their first-rate memory foam, orthopedic mattresses as possible. More importantly, during the entire duration of the campaign, Emma Mattress will also double any monetary donations made directly to Goonj by the visitors redirected from their website in order to support the overextended non-profit. And as an added incentive, the donors in return will not only get to rest assured knowing that their contribution will make twice difference in the lives of others but also stand a chance to win Emma credit worth Rs1 million, which will allow them to buy any Emma products worth up to the said amount, at any time in their lives and anywhere in the world.
With a spate of misinformation, conspiracy theories and pseudoscientific facts floating around on the internet, it is becoming progressively harder for the masses to separate science and truth from groundless claims and barefaced lies. Availability of calming, accurate, upbeat and easily accessible information about the situation is of vital importance to assuage the public’s fear. To this end, the company has also launched a sister “Stay Home India” campaign on their social media accounts and on their website disseminate information and spread awareness about ways to effectively “flatten the curve”.
It’s heartening to see a relatively unknown company in India, like Emma Mattress, step-up, take matters into its own hands and play its part, it’s high time the rest of us also step up and do our part. I’m going to leave you with an oft quoted but grossly disregarded motto: Non nobis sed omnibus (not for us, but for all).