Transcript Document

Repositioning HIV Support Organizations to
respond to Changing Needs of Donors and
Clients – The Mildmay Uganda Experience
Edith Akankwasa, Barbara Mukasa Mary Odiit, Caroline Macleod, Yvonne Karamagi and Esther
Kawuma, Mildmay Uganda
•
Transitioning care, support, & treatment services for adolescents living with HIV
Mildmay Uganda: Program
Context
•Mildmay Uganda (MUg) is supporting more than 53000
PLHIV and providing technical support to sixteen (16) districts
in the Central region of Uganda for comprehensive HIV
services delivery as part of an integrated District Health
System.
• Mug is a registered institution of higher education with a
license from National Council of Higher Education and has
trained over 30,000 health care workers in various capacity
areas from Uganda, and the region.
Mildmay Uganda: Program
Context
•In 2011, MUg with support from RATN through the
Comprehensive Results Based Management Capacity
Building for HIV/AIDS Service Organizations project
(RECABASO), undertook a capacity assessment.
• Results of the assessment showed that one of the major
challenges in the strategic direction of MUg was overdependence on one donor - up to 92%.
• There was need to improve programme sustainability
through diverse resource mobilization.
•Central to resource mobilization is the need to understand
the environment in which the organisation operates in terms
of competition, donor priorities and other market forces.
Project description
•The project was designed, implemented and evaluated
using the Results based management (RBM) approach.
Development of the Terms of reference for the consultant
was done through a consultative project involving
management and key staff.
•The main objective of the project was to assess the
needs of the different markets; government and NGOs,
corporate companies and individuals with the view of
developing a marketing plan to address their demands.
•This would Increase the organization’s funding base and
reduce over reliance on one major donor.
• Detailed qualitative data collection tools were developed and
discussed with a team of staff.
•A list of respondents was generated and categorized into
Donors, corporate clients and individuals.
• As part of information gathering, a desk review of various
documents was conducted. Content and thematic analysis of
information gathered was done.
Results
•A market survey report developed -highlighting the needs of
clients and MUg’s alignment to key stakeholder interests, as
well as donor focus and competitor analysis - MUg’s
competitors mapped onto a “market space” and competitive
advantage ascertained.
•Gaps existing within MUg in terms of client and donor focus
described.
•A marketing strategy which critically analyzes the various
options available and provides strategic choices for MUg was
developed.
•The strategy addresses the specific identified needs, taking
into account the environment in which MUg operates.
Results
• The marketing survey report and strategy has been disseminated at
various levels; first to the directors through a presentation by the
consultant, to senior managers through a presentation by the directors
and to staff through a meeting.
• Action plans with clear targets, indicators and timelines have been
developed and implementation has begun.
Lessons learnt
•To stay relevant, organisations need to regularly examine the
needs of their clients including donors and corporate.
• The organisational communication needs to be actively
managed as it plays an important part in maintaining and
attracting new funding.
•It is important to adopt a results based approach in all aspects
of organizational work – for this particular project, results were
realized in a relatively shorter time as compared to previous
projects, mainly because the focus was on results.
Acknowledgment & disclaimer
This work is supported by Cooperative Agreement Number
1UG2GPS002909-01from The Centers for Disease Control
and Prevention (CDC)
*The contents of this presentation
are solely the responsibility of the authors and do
not necessarily represent the official views of the CDC and the other supporter