AsK anyone working for an NGO about the biggest challenge they face and they'll tell you that it's fund raising. Which was precisely the task that was laid out for Malavika Gaur when she came to Pune four years ago to launch the Concern India Foundation (CIF) in the city. CIF is a non-profit, public charitable trust that raises funds to support about 120 NGOs working in the areas of education, health, community development and environment. With a focused motive of "helping people who help themselves", the CIF helps the underprivileged in the society to be self-reliant.

Armed with an MBA in marketing and cashing in on her varied experience as a defense officer's wife –her husband is a fighter pilot with the Indian Air Force-the lady set about her goal by conducting a survey of the city she had started work in. It soon became obvious to her that the corporate world was where she needed to divert her energies, so as to merge their enthusiasm to do something for the city and promote varied interests amongst their young work force along with the aims of CIF. Thus were born a series of corporate funded events that, other than infusing a great deal of corporate participation and excitement amongst the employees, also resulted in raising a substantial amount for the bigger goal of CIF activities.

A case in point here being the recent Josh'07, an inter-corporate sports fest, sponsored by the Goel Ganga Group that received an overwhelming response with 1400 participants from 92 corporate houses. These were preceded with events like the Walkathon and Howszzzat'07 –all of which saw the proceeds being donated to CIF.

“Initially making CIF a well-known and trusted name in the Pune corporate arena was a daunting task. But now I am happy to note that things are becoming smoother,'” says Gaur who has had 10 years of experience working in the corporate field too. "My marketing experience helps me a lot, because I meet many new people everyday. It also facilitates me to create awareness about Corporate Social Responsibility. We, at CIF, convey the message that every corporate house must repay the society in someway".

And what keeps her on her toes organizing events with such untiring energy? "Probably the fact that I do not take this as a job but as my passion. Also my association with the defense services has motivated me to always go that extra mile," she's quick to add.

This mother of two is involved in other future events too, that include a golf tournament and yet another walkathon in the near future, besides the 65 ongoing CIF funded social projects in Maharashtra.

Source: http://www.expressindia.com/latest-news/The-charity-run/251195/