Sports For Change

Non-profits may work towards a cause but often find themselves contending with the same issues as commercial entities. Will an aggressive and competitive mindset make a difference? By S. Sakthivel

In addition to the competitiveness and conformity required of most businesses, non-profit concerns have to include a large slice of compassion in their business model.

With a plethora of causes out there, from poverty to education, the biggest challenge is getting noticed and reaching the right people says Dipak Natali, Director, Organizational Development, Special Olympics Asia Pacific.

Social media has been a boon to non-profit organisations, giving them the platform to garner the attention and support of the many who are eager and willing to help.

But cutting through the noise and getting noticed among the sea of causes is a lot easier said than done.

Natali, however, believes that the more localised and ‘peer-to-peer’ approach taken by the Special Olympics gives them an edge.

Making smart use of media to achieve maximum outreach and converting the outreach into action from their various stakeholders through real life interactions has been the winning strategy employed by the Special Olympics team thus far. By creating awareness and change at the grassroots level, Special Olympics connects with teachers, coaches, volunteers, schools, and other organisations in communities. Looking onward, addressing the challenges of today and devising solutions for tomorrow remain at the forefront of concerns for the organisation.

Natali tells us more about the headwinds he faces in the industry and the efforts he takes to remain relevant.

Dipak Natali is a panellist at STORM magazine’s upcoming event, Keep It Going 2016, which brings together leaders and decision makers from various industries. This year’s instalment of Keep It Going will discuss the headwinds we face in our lives and what we can do to lessen their impact.

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