Coral Wilder

VFISA Advisory Board

I am currently completing the research component of the fourth year (Diplomat year) in the study of Logotherapy, Research and Education through the Department of Applied Psychology at University of South Africa and have focused on discovering meaning through authentic living.

To achieve this I elected to specialise in the application and use of ‘Life Re-View' as a vehicle and, awareness or consciousness of the ‘Transitoryness of Time' as a motivation.

My previous experience and expertise is in the ‘not for profit' or cause-related worlds.

The work that I undertook was:-

  • To conceptualize, unlock and create marketing and fundraising programmes for top-level, value-based organisations using sound, proven business principles, process and methodology.
  • To add value to existing programmes.
  • To implement and manage such programmes/projects.
  • To establish strategic partnerships.
  • To conceptualize and implement other beneficial business opportunities.

Viktor Frankl Institute of Logotherapy of South Africa

I am currently on the National committee of this organisation and will be responsible for the sourcing, establishing, connecting and networking of logotherapy work or projects.


Fundraising and marketing expertise

Prior to 1994, I worked in property, property development, store design engineering and tourism. I was involved in marketing, selling, communicating, and working with the media and on PR projects.

I then began a career in the NGO environment:-

Endangered Wildlife Trust – (EWT)

In April 1994, I joined the Endangered Wildlife Trust as their Fundraising and Marketing Manager. The decade that followed was characterized by some of the biggest changes in South African history. In keeping with these changes and with a view to growing the organisation accordingly, we moved along a very interesting and dynamic marketing and project path.

In 1994 the Trust had 6 ‘Working Groups' (major projects) and was raising approximately R2 million p.a. This money came from sentiment driven donations, both company and individuals. A decade later we had 26 ‘Working Groups' and required approximately R18 million p.a. My role in this growth was the development and management of a variety of fundraising, marketing, P.R. and communications programmes, all of which were designed to facilitate and enhance the growth of the projects.

We identified and worked through, relevant opportunities that addressed critical Corporate Social Responsibility needs. Companies invested in our projects because it was the right thing to do. We progressed to Corporate Social Investment initiatives where donations were geared towards investing in future generations (or leave sentence as is). Legacy projects were a feature of this phase. As the economy tightened and as competition for funding grew, the nature of donations shifted towards Sponsorships; here companies are better equipped to justify their investment to stakeholders, investors and society.

We moved into looking at ways of involving donors for whom it made good ‘business sense' to attract donations that supported their ‘business strategy'. This integration of donations aligned to business strategy resulted in the concept of ‘Business Units'. A Business Unit is an informal partnership with business or with an individual who has the expertise to generate income that benefits the cause. (a cause is this context is a conservation project) In this instances the beneficiary's network play a key role.

I steered the above processes using the following vehicles and activities:

  • Donor Marketing – Building support from companies and individuals.
  • Communications – Articles in our in-house magazine, television and talks on radio.
  • Strategic Partnerships – In addition to partnerships with a variety of advertising agencies and communications companies, I established a significant number of strong and effective partnerships with companies.
  • Public Relations – Strong associations were built with high profile initiatives, presence was made on a variety of outdoors and tourist exhibitions. Partnerships were established with P.R companies implemented on our behalf.
  • Business Development – funding was secured through business opportunities and branding.
  • Fundraising events – These ranged from vehicle competitions to corporate weekends where we raised up to R 2.5 million in one weekend.

Food Gardens Foundations

Participated on the Board of FGF for two years, advising and participating on a number of levels.

Worked with Mayford Seeds who were the key sponsors of this organisation.

ORT (Organisation for Resources and Technology)

Following the EWT, I joined ORT South Africa. An international organisation with offices in 60 countries; ORT works in the field of education in science and technology. I was their Fundraising Manager for one year and in that time, drove the following projects:-

  • Organised a corporate breakfast to launch their new ‘Virtual Share' programme.
  • Worked with top companies directly for the purpose of raising funds for specific projects. Some of these companies included Toyota, Cape Gate, MacSteel, AlexanderForbes, Edward Nathan and, Coca Cola.
  • Designed and implemented a strategy for medium and long-term fundraising, communication and public relations programmes.

Prior to that I was involved in sales and marketing at various levels in the property industry including domestic housing and property development.

Meaningful quotes

When we understand that man is the only animal who must create meaning, who must open a wedge into neutral nature, we already understand the essence of love. Love is the problem of an animal who must find life, create a dialogue with nature in order to experience his own being. Ernest Becker

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