I.

Project Background

Overview of the issue: In 1989, Operation Smile (OS) in Vietnam was established by John Connor and his friend (Operationsmile, 2013). Together with the principal mission that providing high qualitys plastic and reconstructive surgery for underprivileged children with cleft lip and cleft palate, thousands of enthusiastic non-medical and medical volunteers of OS has brought usual smile for nearly 2,000 patients yearly (Operationsmile, 2013). However, the organization has been facing difficulties regarding one pivotal issue; they have to refuse two out of three children with this type of congenital malformation asking for helps. (Phusongyeuthuong, 2013) There are still many untreated children that need to be cured by OS each year .From some in-depth researches were conducted on this issue, the team found the existence of the two most significant challenges of OS that need to be addressed. 1) Financial problem due to lacking of funds from donors, 2) the limitation in number of human resource including non-medical volunteers, nurses and doctors. II. Problem Identification:

Influences of the problems on untreated patients The National Committee for Population and Family states that approximately 200,000 children need this deformities surgery along Vietnam to not only ensure the health and normal development, but also prevent them from complexity feeling and difficulties in integrating into community(Thanh T, 2006). According to Joseph A, et. al (2011), children with cleft lip and palate may face difficulties in eating, breathing, ear infections, and dental problems. Furthermore, for some children with this type of diseases might associate with some birth defects, including heart defects, growth disorders, and some learning difficulty. If patients do not receive reconstructive surgery, they would have to suffer from these problems mentioned above throughout their life as inevitable outcome. Financial problem on organization In order to reinforce the teams problems identification relating to Operation Smile, applying Ishikawa tool (see appendix A) has been considered to recognize some probable root causes. As can be seen in appendix A. The matter of funding is clearly of critical importance to non-government organization (Antrobus, P 2005). Reasons for shortage of finance may due to external factors like lacking of permanent financial support from donors, government, or economic crisis (Hoang, 2012) (see appendix

A) or internal factors including inadequate experience in attracting funding (NGO, 2009) and even high cost of transportation (Marble, 2010). OS teams have to travel to poor areas, however, medical condition in these places do not suit the standard and quality so the team also bring medical equipment needed for operating surgery. Shortage of Human capacity on organization Full-time volunteer work in Vietnam is still new to majority of citizens. The controversial issue relate to peoples awareness, they assume that working for NGOs like OS is less motivation because of lower wages and requiring hard works. Besides, OS need specialized medical experts like dental doctors and nurses, so its seem to frustrate to the organization itself (Operationsmile, 2013). Also, there are many barriers to human capacity involvement that need to be overcome concerning of recruiting and maintaining their hospital volunteer as well as non-medical people to implement their programmes (Ali, 2011) (see appendix A) Project Objectives (CI NY LM SAU V CN CI RECOMMENDATION V NPV CA MI NGI)

III.

Analysis and Diagnostic:

According to Operation Smile (n.d) in the Evening of Smile event they were raising fund for 7,000 Vietnamese children with facial deformities. Through the evidence above, we can see that number of children have suffered from clef lips are very high, so that the OS does not have ability to does surgery for all and there are 4 causes leads to the problem (Refer to Appendix A). However, we choose 2 root causes which are Lack of Human Resources and Lack of Funding. We also combine Rich pictures (Refer to Appendix B), Gap analysis (Refer to Appendix C) tools are applied to have better understanding. 1. Lack of Funding. a. Economic crisis: The combination of the global economic crisis including the massive debts and concomitant Balance-of-payments problems in many Third World countries and the rise of conservatism and monetarism in the major industrialized countries, has meant a major depletion of resources for NGOs, international as well as indigenous. The situation has been further

exacerbated by the tendency of some donor governments.

b. High cost of transportation Paul (2012) states that transportation sector and economic have a significant interaction with each other for the development of a country and also take up a large portion with every organization or NGO on development business and the welfare of their team movement to do their mission to society. Especially with NGO transportation issues, they must to think carefully about the cost of gasoline or vehicle transport for their organization to move. However, during the economic crisis from 2010 to 2012, the cost of every transport become more expensive for many business to move back and forth, especial with NGO which need to move to many place in far areas and highland to supply or deliver medical to areas in need. According to Melin (2012) with the price of gasoline 23,750 a liters, so the cost for a team in NGO to move car 16 seats to move in near place as Da Nang or Ha Noi is $500 for per stages. With the cost of big car is more than $500 per stages and other far areas. So facing with this cost, the most of NGO have trouble with the budget to spend in their organization. There are around 500 small and big international NGO in Vietnam also have face with this common problem (Minh, 2012)

2. Lack of Human Resources: a. Shortage of dental doctors: In Viet Nam, who want to study medical branch they must have 27 score out of 3 main subject in University Entrance Exam, and this branch must takes 6 years to get a certification so this be a most challenge for those who want to be a doctors and this issues make Viet Nam lack of professional doctors especially dental doctors. (TuoiTre 2012). Moreover, Vnexpress (2006) stated that the proportion of dental doctors is ranked lowest in the world due to no dental doctors are formally trained and most district dont have dental doctors. As a result, according to Vnexpress (2011) over 70,000 population in TyNguyn have a dental doctors and in Kon Tum, Gia Lai shall be between 100,000 and 150,000 citizen have 1 dentist. Not only Highland areas but also in 32 cities in South central, there are over 40,000 citizen have 1 dentist and Mekong delta the proportion of specialist in the dental population is too low. b. Lacking of non-medical volunteer: Mukasa (2011) state that some NGOs are weak at career development for employees, these organization often lack of career structure in which Non-medical volunteer can develop. In some case, after a longtime

run the NGOs, some NGOs become success and have a believe from community and more and more people come to ask the help from NGO, thus the organization has been expanding rapidly and it creates problems for many volunteers who cannot keep up with the demand of their jobs. IV. Literature Review:

As analyze above, Operation Smile is facing with 2 main issues that the organization lack of fund to run the operation and due to lack of fund issues, so they cant hire full -time staff with high salary leads to human resources problem. 1. Lack of funding issue:

To keep an organization doors open and complete their mission, funding is the most important thing to keep every organization will continue operation. According to Ali (2011) the most common issue every NGO facing challenge now is raising fund from donor. Although Vietnam is developing country, but due to economic crisis in global, there are so many companies have to face financial problem. In 60% of small and medium-sized enterprises (SMEs) in Vietnam was suffered and impact from the global economic crisis in 2011, and 71% in 2012 had continuing to face with this problem (SaigonTime, 2012). So this is one of the reasons Operation Smile will facing difficult raising fund from major donor or organization and individual companies when they confront with this. Moreover, impact from economic crisis in Vietnam, there have a significantly change on the cost of transport. The price for a NGO team movement to far areas is $500 (Marble, 2010). With the limit funding and facing high cost in transport, our client cannot easy to movement in helping people. Hence, as a consultation for our client, we will provide them some specific way to solve this problem by using IMC tools in marketing (Public Relation, direct marketing) and also social network Firstly, PR is known good strategy to make every organization's plan being success. Through PR, NGO can share more information about their planning and easy working with supporters together (Kelvin, 2012). Moreover, according to Dave ( 2012) PR is a effective way to create a better relationship to society and supporter to sponsor or giving fund by campaign. Thus, Operation Smile can easy to solve problem about funding by the way of PR. Our client can communicate directly to society by audition event or music event and marketing campaign by association with big brand as P/S in every year. Secondly, according to Stephen (2012) direct marketing is a good ways to raising fund from individual financial or organization. This cannot only help NGO to build a good relationship with supporter but also their charity will have a good stability fund's source for their organization. Hence, Operation Smile should use direct marketing by the way buy a list of individual or organization financial by sending to them an email, and then make a meeting to present directly to them about organization, their plan and operational

bring benefits to society. By using this way which will help our client can approach directly from small to large organization business Thirdly, according to Lisa (2012) there are 27 million uses Twitter on a day and spending 500million minutes every month on Facebook. So Operation Smile can use this social network to reach more individual to raising fund in there. 2. Human Resources issue:

As Operation Smile is non-profit-organization, they cant hire full-time staff and their volunteer are easily to quite the job so the organization is lack of specialized doctors and nurses. According to Operation Smiles annual report (2012), they stated that in too many countries that are running OS program, they are lack of medical professional, there are only 1 or 2 doctors have enough ability to perform specialized procedures cleft lips surgery. Moreover, According to Ali, B (2011) some NGOs weak at staff career development, staffs and volunteer as well they have little professional skill, lack of motivation due to lower salary than the others commercial private sectors. Thus, our team as a consultant will provide some solution for Operation Smile to overcome this problem. Firstly, according to Pearcorps (n.d) there are many types of motivator not only money but also a sense of service, the opportunity to maximize a skill or interest, opportunity for volunteer to recognize and advancement etc. Thus, Operation Smile come to each Medical and Pharmacy University to have a meeting with undergraduate students, giving them those benefit for your work as such after they graduated from Medical and Pharmaceutical University they have a chance to do internship, it will absolutely maximize studentsskill and they can have more time to practice what they had studied in school. Team consultant believe that, after a long time working for Operation Smile they will recognize that their job is useful for society and they might decide to work for organization in long-term. Secondly,in Australia exists Australia Volunteer International organization which is work for assisting developing countries to reduce property have a sustainable development, the organization provides volunteer who working on medical/surgical sectors, public health officer, and environmental training sectors for NGO in developing countries. In 2011-2012 they had send 1585 volunteer to 36 countries (67% in Asia include Viet Nam) (AusAID 2012). Hence, Operation Smile should contact with this organization to get the highly skill volunteer and the Operation Smile can reassure that these volunteer have high satisfaction with their job. For example, AVID had published result that there are 85 percent were satisfied with their job, 79% felt interesting and meaningful etc. ( AusAID 2012)

Represent: the total official development assistance expenditure for AVID Thirdly, after the organization gain volunteers they must do a training course regularly because according to Medial Reserve Corp (2010) regularly train medical or non-medical volunteers is very important to help the volunteer help a rapid response in many emergency issues. Moreover, by training volunteer regularly, the organization can create a motivation to those volunteer so that they can learn new skills in surgery, how to use new technology etc. VI. References:

1. Ali, B (2011). The widespread challenges of NGOs in developing countries: Case studies from Iran. International NGO Journal, vol.6 (9), September, pp 197-202. 2. Australian Volunteer for International Development (2012), Annual Progress Report 2011 2012 http://www.ausaidvolunteers.gov.au/media/18808402/08212_avid_ar.pdf, viewed 22 August 2013 3. Dave, E 2012, How to make PR and fundraising work together, knowhownonprofit.org, viewed 23 August 2013, < http://knowhownonprofit.org/how-to/how-to-make-pr-and-fundraising-worktogether-1>

4. Hoang, T 2012, Economic crisis hits 60% of SMEs, The Saigon Times Daily, 22 November, viewed 15 July 2013, < http://english.thesaigontimes.vn/Home/business/vietnam-

economy/26700/> 5. Kelvin, L 2012, Public Relations/Fund Raising, www.oahsecure.org, viewed 23 August 2013, < https://www.oahsecure.org/careers/outlooks/fundraising> 6. Lisa, M 2012, Social media and fundraising, knowhownonprofit.org, viewed 23 August 2013, < < http://knowhownonprofit.org/how-to/how-to-make-pr-and-fundraising-work-together-1> 7. Marble, J 2010, A MISSION OF MERCY AREA TEEN VISITS VIETNAM WITH OPERATION SMILE, posted 14 November, viewed 15 8. Medical Reserve Corps (2010), Volunteer viewed 23

Handbookhttp://www.morrishumanservices.org/health/MRC/MRCHandbook.pdf, August 2013

9. Melin , P 2012, Transport Costs, people.hofstra.edu, viewed 23 August 2013, < http://people.hofstra.edu/geotrans/eng/ch7en/conc7en/ch7c3en.html> 10. Minh, T (2012), Danh sch cc t chc Phi chnh ph nc ngoi ang hot ng ti Viet Nam , ngoaivuvietnam.gov, viewed 23 August 2013, <

http://ngoaivuvietnam.gov.vn/Default.aspx?tabid=227&New=3285> 11. Mukasa, S. (2011) Are expatriate staff necessary in international development NGOs? A case study of an international NGO in Uganda, CVO International Working Paper 4, http://www.lse.ac.uk/collections%20/CCS/pdf/int-workpaper4.pdf#search=%22%22Research%20into%20this%20area%20produced%20a%20number% 20of%20common%20problems%20and%20dilemmas%20that%22%20%22, viewed 18 August 18, 2013 12. Operation Smile (2012), Annual Impact Report,

http://www.operationsmile.org/downloadables/news-events/publications/2012-annual-report.pdf, viewed 23, July 2012 13. Operation Smile (n.d) The 18th Charity Gala to help 400 Vietnamese children born with facial deformities http://www.operationsmile.org.vn/news/news/index.phtml#1110, viewed 23 August 2013

14. Paul,

2012,

Transport,

aidforumonline.org,

viewed

23

August

2013,

<

http://www.aidforumonline.org/workshop_reports/transport/> 15. Peacecorps (n.d), Module 3: NGO organizational viewed 22

developmenthttp://files.peacecorps.gov/multimedia/pdf/library/M0070_mod3.pdf, August 2013

16. Stephen, P 2012, Direct marketing to your supporters, knowhownonprofit.org, viewed 23 August 2013, < http://knowhownonprofit.org/funding/fundraising/individual-giving/direct-

marketing> 17. TuoiTre (2012), imthithpcngchcngnh y, http://tuoitre.vn/Tuyen-sinh/512870/diem-thithap-cung-duoc-hoc-nganh-y.html, viewed 22 August 2013 18. Vnexpress (2006) Ra mtihcRngHmMtutincaVit Nam,

http://giadinh.vnexpress.net/tin-tuc/song-khoe/ra-mat-dai-hoc-rang-ham-mat-dau-tien-cua-vietnam-2253836.html, viewed 22 August 2013 19. Vnexpress (2011), Trn 70.000 dnTyNguynmicmtbcsrnghmmt,

http://giadinh.vnexpress.net/tin-tuc/to-am/tren-70-000-dan-tay-nguyen-moi-co-mot-bac-si-rangham-mat-2276207.html, viewed 22 August 2013 20. phusongyeuthuong, 2013, viewed 15 August 2013 ,

http://www.phusongyeuthuong.org/en/organizations/17-common/46-operation-smile

21. Thanh,

2006,

Chin

dch

ci

Vit

Nam,

http://www.rfa.org/vietnamese/in_depth/USOperationSmileInVietnam_Truc-20061228.html

22. Joseph

Napoli,

Linda

D.

Vallino,

PhD,

2011

<http://kidshealth.org/teen/diseases_conditions/sight/cleft.html#>

23. Antrobus, P 2005, Funding for NGOs: Issues and Options, Women and Development Unit, World Development, Great Britain, Vol. 15, Supplement, p. 95 , ScienceDirect, http://ac.elscdn.com/0305750X87901471/1-s2.0-0305750X87901471-main.pdf?_tid=8b1b5d7a-0cd1-11e3bd73-00000aab0f01&acdnat=1377358167_3344094dc5d7554151d29e74fc35fb05

NGO, 2009, The basic NGO problem viewed 15 August 2013, http://en.ngo.by/monitoring/nonfor-profit/e1855ebae27acef4.html

24. APPENDIX A: Ishikawa Diagram

Lack of Human Resources

Specialized doctors and nurse (Ali 2011) Limited medical conditions (Thomsen 2012)

Shortage of infrastructure Condition

CANT AFFORT TO TREAT ALL PATIENTS

Non-medical volunteers (Ali 2011)

Majority patients from poor areas (Thomsen 2012)

Smoking, alcohol consumption (Julian 2012) Inherited genes ( Peter 2010)

Lack of Folic Acid (Peter 2010)

High cost of transportation (Marble 2010)

Economic Crisis (Hoang 2012)

Overload number of patients

Appendix B: (Rich Pictures)

Funding problems

Appendix C: Gap Analysis CURRENT SITUATION Lack of funding GAPS IDEAL SITUATION SOLUTION

Lack of human resources Lack of non-medical volunteer Lack dental nurse NGO has low career development, low Build relationship volunteer and a good with other Find doctors and nurse on Medical and Pharmacy

motivation to attract of specialized and volunteer and there is little Dental students branch study that

Medial and Pharmacy University, make sure provide them the

University Cooperate foreign with volunteer

doctors

leads to the current situation

benefits when working for Operation Smile.

organization to get help