3.2 In-Kind Support

Besides applying for grants, you might also want to look at other available resources. For example, you may want to explore the use of non-cash contributions, or "in-kind" support.

What is In-Kind Support?

In-kind support refers to the resources other than money that are available to you. In-kind resources might be the things you would otherwise pay for with dollars, or they might be the things that money can’t buy. When a member of the community offers to give you a service, supplies or volunteers their time, you’re receiving in-kind support. This kind of resource should not be seen as inferior to dollars, but as an equally important part of the resource pool available.

You are probably already familiar with some of the forms of in-kind support. From your experience working in your community, you have most likely already received some free photocopying from a local organization, free meeting or office space or goods donated for a fundraising raffle.

These are all examples of in-kind support, which you may or not be counting as contributions to your initiative. When you think about it, you’ll probably be able to come up with dozens of things that you could ask for, rather than pay for.

Seeking in-kind support should be an integral part of your plan for action and sustainability. In order to succeed in promoting mental health in your community, you’ll need more than just financial support, you’ll need people, goods and services. Let’s look more closely at the three basic types of in-kind resources.

Goods are just about anything that isn’t money - for example, paper equipment, furniture, food, etc. Donations of goods are often made by businesses, governments, civic groups and even private homes.

Services refer to the things that people do for you. The donation of services, or the provision of services for a reduced fee, can happen in many ways throughout the community. Examples include transportation, public relations and promotional activities, construction and renovation, printing facilities, etc.

People are the key to all resources in most mental health promotion activities. People who volunteer their time, or provide assistance for a small fee, can be very important resources for your project. But volunteers are not the only people resources that can contribute to your project; some employers may ‘loan’ their paid employees to work on community efforts.

A few examples of the resources people can provide include clerical assistance, legal advice, and people who volunteer their time to sit on the steering committees that guide local mental health promotion efforts.

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Why Should You Solicit In-Kind Support?

• Many groups and individuals can’t donate cash, or feel uncomfortable about doing so, but if asked would be happy to give supplies, space or time. Since mental health promotion initiatives often need these kinds of resources, this can be a great match.

• Generating in-kind resources helps to build community support for your work. When someone donates a computer or some staff time, their connection to your project grows stronger. They have more of a stake in seeing you succeed. In the end, it’s not only goods and services you are receiving; you’re also fostering good will and developing new allies.

• In-kind supporters can also steer you to other sources of in-kind support, sources that you might not have been aware of. By using their connections, you might be able to acquire that support as well. In this way, both your in-kind supporters and overall community support can grow.

• Although you might be uncomfortable at first asking businesses and organizations for donations, remember that seeking in-kind support is generally easier than asking for cash. Many businesses and corporations are looking for groups and projects to donate to, because they can use it as a tax write-off, and because it shows their involvement in, and generosity to, the community.

• Many grants require that your group raise a certain number of matching dollars. Often you’ll be able to count in-kind donations as part of that sum. Even if your grant applications don’t ask for matching dollars, in-kind contributions are an impressive demonstration of community support.

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How Do You Solicit In-Kind Support?

• First, during a meeting of your steering committee, discuss your non-cash resource needs. Then brainstorm to determine which members of the community might be able to donate some or all of the resources.

• Set clear goals for your group’s campaign.

• Plan ways to approach various members of your community. Do people involved in your project have good relationships with particular businesses, companies, institutions, or individuals? Have those people approach the businesses where they are known and respected.

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