Research Background by R.J. Ward

Background Research on the Organization’s Issue Rising Star Outreach is a 501(c)(3) nonprofit organization that specializes in helping those affected with leprosy rise above the social stigmas that plague them. The organization is located in Southern India with main offices in Provo, Utah and depends on volunteers to help with duties at the center. The organization prides itself in helping those affected with leprosy in the sectors of health, careers through micro lending, and education of youth that otherwise would not have a chance in the Indian educational system. Volunteers help by assisting mobile medical clinics as well as assisting in the daily processes of the center’s school. Since starting the school in India, people outside of the leprosy culture have taken advantage of the educational offering due to the cutting-edge technology being employed at the school. Though the organization offers a great deal, it still has its drawbacks. A continuing issue in getting individuals to come to India and volunteer has been the supposed risk of contracting Leprosy. Leprosy is contagious, but the risk of contracting the disease is low. Studies mentioned in the article “Epidemiology, microbiology, clinical manifestations, and diagnosis of leprosy” show that it is even lower when you consider the age and personal hygiene of college age volunteers (Scollard & Stryjewska, 2013). Individuals between the ages of 15 and 30 years old are less likely to contract leprosy, and when you take precautions to stay clean and eat right you also avoid even more risk. The article states, “The means of transmission is not fully understood. The disease is probably spread by the respiratory route; nasal discharge from untreated patients with lepromatous (multibacillary) disease frequently contains large numbers of bacilli. Once the upper respiratory tract of the new host

is infected, widespread dissemination within the host may occur. Occasionally the organisms may enter through broken skin. Contact with armadillos (handling, killing or eating) has been reported in some cases” In other words, volunteers need to stay clean and take special care to with open wounds, if they encounter these, and if they do this they will be much more likely to avoid contamination (Scollard & Stryjewska, 2013). If potential volunteers understood leprosy in this way, then there would be less of a fear factor keeping them from wanting to come and serve the people of India. Along with the misperception of leprosy in India, Americans as a whole have misunderstood America’s rise from the recession as an answer to worldwide problems. Statistics from an article titled “Giving Statistics” shows how Americans have started to steer away from funding organizations that help with essential human needs like hunger and sickness (Giving Statistics, n.d.). Instead, donations have started to become more popular for organizations dealing with the arts, animal needs, and the environment. From 2011 to 2012 donations were shown to have gone down for organizations like Rising Star Outreach and the reason was partially tied to the fact that American individuals are no longer in a large recession. The study stated, “Arts, Environment and Animal organizations saw the largest increase which indicates that donors may be returning to their personal giving priorities (which they strayed from during the height of the recession in favor of supporting Food Banks and other Human Services charities).” This information helps Rising Star Outreach better understand the need to not only attract donors, but to help convince donors that just because America is not suffering as much economically as it has in the past, there are still individuals and countries in dire need of basic human necessities (Giving Statistics, n.d.).

As discussed in the client meeting, Rising Star Outreach has done several promotional campaigns by making ties with well-known people and local businesses. Rising Star Outreach has worked with David Archuleta, Shawn Bradley and Padma Venkataraman to promote its cause. The organization has also been working with the local Marriot group to instigate mini workshops for the children in the leprosy colonies and raise money. In addition, the school has a performing dance program they encourage the children to get involved in to break the negative stigma surrounding leprosy. The program is run by the organization with the help of a volunteer Bollywood dance teacher. Overall, the organization does a good job of advertising some of these promotional campaigns on their website. They have also done a good job building relationships with local Indian people as well as foreign supporters. However, the group could improve their public relations with their volunteer base as they are currently only using word of mouth to reach them. On the other hand, once the volunteers have arrived they receive packets in their rooms about sponsoring a child and they are put on a mailing list for future flyers. This tactic has been relatively successful in turning volunteers into sponsors once they return home. Rising Star is currently working on YouTube videos to celebrate their tenth year as a NGO in India. Furthermore, the organization has recently relocated their headquarters to Provo, Utah in order to reach what they believe to be their largest key public: BYU students. The BYU Marriott School of Management created the current business plan used by Rising Star. As it is, the volunteer participation and sponsorship are the main sources of revenue that keep the program running. Each year over 200 volunteers participate and many of them become sponsors for a child after they Â

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go home. The volunteers also pay to participate and they pay for airfare. However, once they arrive in India, Rising Star provides their transportation, lodging, food and Wi-Fi. This may befor some publics such as college students who have low incomes and high expenses. At the moment, the organization needs to attract more volunteers to sustain their growth. There are currently only 25 volunteer spots each session but they are not being filled to capacity. If this problem persists, the organization could face problems expanding or even shrinkage, which would in turn affect their ability to help the most people possible. It is also important for the organization to reach more volunteers to generate more sponsors. For $30 a month a sponsor helps pay for one child to have food, shelter, medical care and education. It typically takes four sponsors to sponsor one child through graduation. There are now about 850 sponsors that include previous volunteers and their families. Sponsorship is generally long term but some sponsors are forced to quit due to unforeseen health or financial problems. Padma and the organization strive to strategically offer assistance to leprosy patients and their policy is that “anything given for free has no value.” In accordance to this policy, the program offers short term business loans to leprosy patients in order to help them reintegrate into society as contributing members. This business plan will save Rising Star Outreach in the long run because colonies will eventually become self-sustaining. Using this effective business plan, Rising Star has been able to provide a campus, mobile medical service and short-term loans for 53 leprosy colonies in India.

Women’s traveling to India has reduced by 35% (Bly, 2013). The article stated, “In the wake of several highly publicized sexual attacks, women travelers are canceling or avoiding trips to India.” One particular cause for this reduction is because of the large amount of media coverage concerning recent rapes and murders. As the media publicizes stories of women tourists being raped and killed, these stories have been generalized as a continually prevalent problem for any foreign women thinking of going to India. One travel expert who is particularly familiar with India highlighted the problem as being linked more to solo travel than travel in India. She said,

“When it comes to India, I always encourage first-timers to join a group or go with a knowledgeable friend. There is a learning curve to being in India, no doubt about it. I have felt mostly safe over the 17 months I have travelled there; and have only minor incidents to report in all that time." India is no less safe to travel to than many other countries. These statistics are not as popular and not made as widely known as the rare and scarier incidents that take place. The article even goes on to state how India actually has a lower rate of reported rapes than some of the top rated safest travel destinations. Referring back to the Indian travel expert, she says, "But what I really feel is that India is no different than anywhere else...It is certainly getting a lot of publicity, and I'm glad these things are coming out in the open. The truth is the world is not safe for women anywhere. Rape stats in the USA, in South Africa and many other places are alarming and appalling ... for example, Sweden is on many lists of safe places to travel (but) has a higher rate of rape, and a lower rate on the happiness index, than India."

Assessment of the External Factors Influencing the Organization’s Issue India has a vast history spanning back thousands of years. Today, India is one of the world’s leading superpowers and has the second highest population next to China, approximately 1.27 billion people (“India’s Population 2014,” n.d.). Annually, India adds more people to the world than any other nation. There are 22 main languages in India with hundreds of local dialects (“Constitution of India,” 2007). The official business language of India, however, is English due to the British rule of the nation ending in 1947 when the country became an independent state (“India’s Independence Day,” n.d.). In the past, India has exhibited the caste system, which is a hierarchal system essentially detailing the superiority of certain individuals in relation to others. There are four primary castes in India: Brahmin (priests), Kshatriya (nobles and warriors), Vaisya (farmers and traders), and Shudra (tenant farmers and servants) (Szczepanski, n.d.). There is also a group of people known as the Outcasts, though technically not a traditional caste. Those with leprosy were shunned from society as part of the Outcasts. Because these individuals have been Outcasts for so long, stigma is still associated with them in modern day India. This has partially been attributed to misconceptions surrounding the illness. The primary religion of India is Hinduism, with 687.6 million or 82% of the population being adherents (“Culture and Religion Information Sheet: Hinduism,” n.d.). Other notable religions in the country include Islam, Christianity and Sikhism. With Hinduism’s belief in the caste system being

ordained by deity, it is hard to change perceptions around the treatment of those with leprosy, adding an additional roadblock that Rising Star must overcome. Currently there are a number of organizations offering charity efforts in India such as The Leprosy Mission Trust India, UNICEF and World Vision. Though they are technically “competitors,” there is no hard and fast competition since the mission is to help the most people possible affected by leprosy rather than boost income. The competition for volunteers for Rising Star is very stiff, both globally in India and around the world, as well as back in their home state of Utah. Currently in India there are over 700 other leprosy colonies throughout the country (Dhar, 2013). Many are seeking volunteers’ time and dollars, some of which are much closer to major cities and are easier for volunteers to get to. Rising Star also has an option to “Sponsor a Child” for as a little as a dollar a day, and to donate goods and services to those afflicted. Rising Star is not only competing against NPOs in India, but also organizations throughout the world that are looking for customers’ dollars. Many of these organizations have been around for much longer, are more prominent, and have several years of a head start on fundraising. In America, home of the organization’s headquarters, there are currently 697 other nonprofit organizations, according to the Utah Nonprofits Association. This represents a significant arms race for volunteers back on RSO’s home turf. Of these 697, 123 other NPO’s are listed under the category of “Human Services”, alongside Rising Star. As this association requires a subscription, it is safe to say that there are more than likely other NPO’s out there that haven’t registered with the UNA.

Rising Star is also not the only organization that has focused its recruiting efforts on BYU students. An article published by the BYU Nonprofit Student Association, in November of 2013, stated that there are currently 11 organizations that are explicitly reaching out to BYU students for some type of assistance. With five of those 11 specifically asking for volunteers like Rising Star (Nonprofits interested, 2013). When it comes to other Utah Universities, Rising Star is also not listed as part of the local international volunteer programs suggested on the career services pages. For example, the University of Utah career services website provides a list of popular volunteer organizations active in Utah that send students outside of the United States (competition for Rising Star Outreach). This source also provides brief descriptions of each organization and links to that organization’s page (International, n.d.). Rising Star is put at a disadvantage compared to competitors by not being listed on these pages and if they could create relationships with universities it would serve their purposes in reaching their current key public (college students). For centuries, the word leper has been synonymous with the word stigma. When someone is shunned for any reason, society often refers to that person “like a leper” (Rafferty, 2005). According to Rising Star Outreach’s founder Becky Douglas, in India "Leprosy is considered to be the worst curse God can give a man.” It's a common belief that if you have this disease, you're being punished for a sin you committed in this life or a previous one” (Lawson, 2010). Some cultures even see leprosy as a sexually transmitted disease, as something contracted by witchcraft or something that witches themselves have (Rafferty, 2005). Whatever the perceived reasoning of the accusers, all the notions are

negative and suggest that those afflicted have somehow brought the disease upon themselves through their own transgressions. Even though leprosy is curable, many people are still shunned for even having any type of association with the disease. “Even if they do not have the disease, merely the address of a leper colony is reason enough for disqualification for applying to a job or being denied admission in a school,” Dr. Gopal told Indian newspaper, The Hindu (Dhar, 2013). Many Indian doctors will not even see patients who suffer from leprosy, or who have come in close contact with someone who has it. Thus, making the matter worse and just continuing the cycle. The children of leprosy victims are often branded by the same stigma as their parents, even if they do not suffer from the disease (Lawson, 2010). They are not allowed to play with other children or even allowed to attend some schools. Many people in India are not willing to admit that leprosy, also known as Hansen’s Disease, is still a prevalent issue in their society. In 2005, the Indian government declared that leprosy was eliminated (Dhar, 2013). According to the World Health Organization, around 135,000 people were diagnosed with leprosy in India in 2012-13, which makes up nearly 58 percent of newly diagnosed leprosy cases in the world. Some scientists and doctors believe that this number is actually higher, but due to political pressure, the numbers have been kept down (Thomas, 2013). Some research shows that leprosy and its stigma have a pervading affect on a patient’s life, affecting marriage, employment, interpersonal relationships, leisure activities and attendance at social and religious functions. Some studies

have even shown that one-third of leprosy patients have been left by their spouses (Rafferty, 2005). As harsh as the social rejection may be for those who suffer from leprosy, the worst rejection can come from within their own minds. Many who suffer from the disease give in to local attitudes and retract themselves from society, only giving the notion that leprosy is something to hide from. Patients find it difficult to value themselves and have a positive self image. Even after the disease is cured, many patients continue to feel ashamed (Rafferty, 2005). Currently, Rising Star Outreach has relied on BYU students as their main source of volunteers. Research shows that reaching out to college students is an effective key public but some students would be more effective to reach than others. A study published in The British Journal of Educational Studies titled “Why volunteer? Understanding motivations for student volunteering” suggests that there are multiple motivations behind volunteering, particularly among certain students. The study, published in Nov 2010, separates motivations to volunteer by 3 categories namely, employment motivations, value motivations, and opportunity motivations. (Holdworth, 2010) The employment category ranked number one as the most common motivation and included motivators like networking, acquiring skills and making friends. Students that ranked the most likely to be motivated by employment included, competitive program students (e.g. medical), working students, students with no dependents, minority group students (women, Hispanics, Blacks, etc.), and students from poor economic backgrounds. The value category ranked second as a motivator for volunteer service and was defined as altruistic motivations such as religious beliefs or a desire to

improve or help others. Students that ranked highest in the value category included those older than 25, Blacks, Asians, those with dependents and those in the medical field of study. The opportunity category that ranked third, opportunity motivations, included motivators like being asked to, having spare time, wanting to gain an award or knowing friends and family that volunteered. Students that ranked the highest in this category included men, working students, ethnic minorities, and students that were 25 years or younger. In general, the study found that more ethnic minorities are likely to volunteer. Women also outranked men slightly in likelihood to volunteer (except in the opportunity category). The study also showed that there were high motivations to volunteer among medical students, humanities and social sciences students and science students (in that order) (Holdworth, 2010). However, further research has revealed that there may be other key publics the organization can target other than just college students. For example, the program has not allied themselves with the International Volunteer Programs Association (IVPA). This organization provides a lot of resources for those considering volunteering abroad that would help traffic volunteers into Rising Star Outreach. Prospective volunteers can search for nonprofits to work for by type of service, interests or region. Current searches on this site (under India) do not include Rising Star. The website also provides information on why you should volunteer abroad, fundraising, volunteer fairs and much more. (IVPA, n.d.)

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S.W.O.T Strengths: 1. Overall, the organization does a good job of advertising some of their promotional campaigns on their website. 2. They have done a good job building relationships with local Indian people as well as foreign celebrities. 3. Once the volunteers have arrived they receive packets in their rooms about sponsoring a child and they are put on a mailing list for future flyers. This tactic has been relatively successful in turning volunteers into sponsors once they return home. Each year over 200 volunteers participate and many of them become sponsors for a child after they go home. 4. There are now about 850 sponsors that include previous volunteers and their families. Sponsorship is generally long term. 5. The program has an effective business plan. 6. Serving 53 leprosy colonies in India already. 7. Established 10 year history as an NGO in India.

Weaknesses: 1. The organization could improve their public relations with their volunteer base as they are currently only using word of mouth to reach them. 2. Currently, Rising Star Outreach has relied on only BYU students as their main source of volunteers. However, further research revealed that there may be other key publics the organization can target. 3. Rising Star Outreach is currently relying heavily on college students who have limited incomes.

Opportunities: 1. Rising Star is currently working on Youtube videos to celebrate their tenth year as a NGO in India. Furthermore, the organization has recently relocated their headquarters to Provo, Utah in order to reach what they believe to be their largest key public; BYU students. 2. The program may want to ally themselves with the International Volunteer Programs Association (IVPA). This organization provides a lot of resources for those considering volunteering abroad that would help traffic volunteers into Rising Star Outreach. 3. Rising Star should reach out to local and international universities so they can be listed as part of the local international volunteer programs suggested on the their career services for students.

Threats: 1. At the moment, the organization needs to attract more volunteers to sustain their growth. Volunteer spots are not being filled to capacity. 2. The organization is having issues filling volunteer spots. If the problem persists, they won’t be able to grow and could face more lethal consequences. 3. There are 700 other leprosy colonies in India. 4. There are a minimum of 697 other NPO’s in the State of Utah. 5. 10 other organizations are currently reaching out to BYU students for assistance.

References Bly, L. (2013, April 2). Is India safe for tourists. USA Today. Retrieved from www. usatoday.com. Dhar, Aarti. (2013, January 30). Leprosy continues to haunt India, social stigma remains. The Hindu. Retrieved from www.thehindu.com. Giving statistics. (n.d.). Charity Navigator. Retrieved from www.charitynavigator.org. Holdsworth, C. (2010). Why volunteer? Understanding motivations for student volunteering. British Journal of Educational Studies, 58(4), 421-437. doi: 10.1080/00071005.2010.527666 International volunteer opportunities. (n.d.). Career Services. Retrieved from www.careers.test.utah.edu. International Volunteer Programs Association. (n.d.). Retrieved from www.volunteerinternational.org. Lawson, J. (2010, June 28). Hope rising. LDS Living, Retrieved from www.ldsliving.com. Nonprofits interested in working with byu students. (2013, November 13). BYU Nonprofit Management. Retrieved from www.byunmsa.org. Rafferty, J. (2005, May 05). Curing the stigma of leprosy. Retrieved from www.lepra.org.uk. Thomas, A. (2013, September 12). India restarts battle against leprosy. The New York Times. Retrieved from www.india.blogs.nytimes.com. Utah Nonprofits Association. (n.d.). Membership directory. Retrieved from www.utahnonprofits.org. Constitution of India. (2007, December 1). Languages. 8(344), 330., page 330. Retrieved from www.lawmin.nic.in. India’s Population 2014. (n.d.). Retrieved from www.indiaonlinepages.com. India’s Independence Day. (n.d.) Retrieved from www.festivals.indobase.com. Scollard, D., & Stryjewska, B. (2013). Epidemiology, microbiology, clinical manifestations, and diagnosis of leprosy. Retrieved from www.uptodate.com.erl.lib.byu.edu. Szczepanski, K. (n.d.). History of India’s Caste System. Asian History. Retrieved from www.about.com.

Heitzman, J. & Worden, R.L. (1995). India: A Country Study. U.S. Library of Congress. Retrieved from www.countrystudies.us. Culture and Religion Information Sheet: Hinduism. (n.d.). Government of Western Australia -- Office of Multicultural Interests. Retrieved from www.omi.wa.gov.au.

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