Bosnian Handicrafts: ‘shopping with a purpose’ campaign
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Muniba Hodzic, an unemployed artisan from Stupari, has been a member of the BH network since 2002.
This highly professional multi-media campaign from Bosnia shows that inspirational and innovative fundraising can succeed anywhere.
Medium of communication:Event, face to face, grant application, online, press advertising.
Type of charity:Children, youth and family, poverty/social justice, public/society benefit, women.
Target audience:Individuals, corporations, granting organisations.
Country of origin:Bosnia.
Bosnian Handicrafts (BH)
Name of exhibitor:CSDF Hungary
Date of first appearance:May, 2004.
‘Shopping with a purpose’ was the very first resource generating campaign of Bosnian Handicrafts, an association making and selling high quality products to improve the lives of people from Bosnia and Herzegovina – refugees, displaced people, returnees and rural women from different ethnic groups. The idea was to inform local communities about who BH are and what they produce, plus informing people about how BH helps hundreds of women from all over Bosnia and Herzegovina to earn self-respect and have dignified living standards. Besides raising funds successfully BH managed to inform disadvantaged women from all over the country about the benefits of joining the programme.
This campaign was one of the first ever fundraising campaigns run in Bosnia and Herzegovina, so is a true pioneer project, a genuine innovation. The ‘shopping with a purpose’ campaign benefited from professional management, was thorough and well-planned (a precise action plan was created for each tactic) and allowed flexibility in implementation. As it raised funds from local people, the campaign also raised confidence in the organisation with the public.
BH used a range of fundraising techniques including sponsorship, events, corporate gifts, a wholesale programme, continuous public relations work, proposal writing and canvassing, and research.
BH targeted a variety of different donors – business people, the state sector, the nonprofit sector and individuals.
Primary result, ROI of 1: 1.66 (income of €28,200), so far exceeded target. All surplus was reinvested to create further income generation opportunities for women. Seventy-six women were trained in craft skills and a year later they were all producing handicrafts within the programme. Many volunteers also supported the programme, including renowned national celebrities. The BH project also greatly increased its visibility.
It is a genuine first, and a considerable success on several fronts.
Other relevant information:
BH bravely changed their logo during the campaign, to better reflect their mission. We rather like the new logo.
The campaign’s main events were:
Adapted from CSDF’s 2006 publication Mission Possible.