Summary
In 2012 Smile Foundation joined the Nutrition for Better Literacy campaign, with a pilot Serve with Smile Week in Bangalore. 30 restaurants from this city came forward and joined the cause.
Serve with Smile is a week long initiative by Smile Foundation in which they are appealing to restaurants to join hands with them in reaching out to more and more children with nutritious food for a year.
Participating restaurants register for this campaign and donate an initial amount of 5000 INR. For the whole week the restaurant dedicates a table for at least 4 persons to Smile Foundation and the highest bill/day on that table will be their contribution to the programme. The minimum raise should be at least 35,000 INR, excluding the registration fee. This will ensure nutrition for 25 children for a year.
Tips and lessons learned
1. This is a very good campaign to do on a national level, in cooperation with the restaurant sites that clients use for reviews and appointments, as they are in touch with almost all the restaurants in the participating cities.
2. It would be good to have a celebrity as an ambassador.
3. This type of campaign requires a huge marketing effort.
4. Moreover it is a time consuming campaign.
Review by Wilde Ganzen Foundation
Close to 13.5 million underprivileged children in India are out of school and into child labour in order to earn a single meal in a day. This is an excellent way to involve restaurants and their clients in a fundraising campaign to change that pattern and supply underprivileged children with nutritious food.
Details
Objectives
Involving restaurants to come forward and donate for the cause of nutrition for better literacy.
Targeted donors
Restaurants and their clients in Bangalore.
Results
| Cost/benefit |
National currency (INR |
Euro |
| Total amount raised |
700,000 |
9,940 |
| (-) Total amount invested |
60,000 |
852 |
| Net amount raised |
640,000 |
9,088 |
Description of preparatory work
1. Identifying and reaching out to restaurants interested in joining the campaign.
2. Creating branding collaterals and other promotional material.
3. Creating a microsite.
4. Asking for details such as logo, write up and pictures from all participating restaurants.
5. Designing certificates of appreciation.
Description of implementation
1. Registering participants.
2. Designing all necessary collaterals.
3. Pre event and event press buzz.
4. Execution of the event is taken care of by individual restaurants.
5. Certificate handover.
6. Announcement of the highest fundraising restaurant.
7. Post event deliverables.
Follow up: Donor appreciation and acknowledgement
All restaurants received a thank you mail and certificate of appreciation, as well as a coffee table book on all participating restaurants along with their USP, pictures, quote from the owner and the most liked dish on the menu.
