A Crusade with a Purpose

Only 30% of new businesses make it past a decade! It is, therefore, an accomplishment that a non-profit organization not only survives but thrives for twenty-five years. Congratulations Ahilya Mahila Mandal (AMM) for the Silver Anniversary.

I believe that these five attributes are the primary reason for AMM's success:

1. Clarity of Purpose: AMM's purpose can be summed up in two simple words - Empower Women. It is concise and to the point. More importantly, it is motivating and transformative. It attracts volunteers and donors who care for this cause. Unlike Vision Statements, it is action-oriented.

2. Transparency: AMM has defined four avenues to embody its purpose. They are - Employment, Health, Education, and Social Justice. AMM shares all the information about its projects with its stakeholders. This builds credibility and attracts even more volunteers and donors. This is the virtuous circle of fueling the growth of the organization.

3. Delegation and Distribution: AMM has created a structure that empowers its members to outperform. Each project and initiative has a designated team with a leader. The power is not centralized in the hands of the board. It enables them to create future leaders. The new volunteers get mentored by the seniors and eventually make independent decisions. It also fosters teamwork and camaraderie between volunteers.

4. Bold Decisions: AMM makes bold decisions in tackling the challenges. They use their purpose as a compass to guide them in this process. They have thus been able to accomplish some of the most impossible things. For example - Starting with a Home for Senior Citizens and soon having two of them. Starting a School in a barrack and today buying a piece of land to construct their own. They candidly accept their mistakes, learn from them, and move on.

5. Creating a Brand: As of 2011, there were 32 Lakh NGOs in India. Most of them are faceless and do not have an image. Ahilya Mandal has an identity and stands out from the crowd. This identity begins with the logo. While it might seem trivial, the logo is the foundation for creating a brand identity. AMM's logo shows resolve and character. More importantly, AMM Volunteers live the values and reinforce the brand.

The AMM flywheel has been set in motion. With the consistency of purpose, future leaders and volunteers will accelerate it further. We as a society look at AMM with the hope of providing us solutions to some of the most pertinent challenges of our times.

• Subodh Gadgil