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| Social Franchise Models |
Franchising is the most successful way of systematic replication in the commercial sector. It is a method for marketing products or services of the same kind in different societies and countries. The benefits for commercial companies - like uniform production lines, consistent marketing strategies and quality management - are obvious. Successful social franchise models already exist in the health care sector. But for various reasons this method is not used in conservation and development projects.
These reasons are:
- Information about successful projects and lessons learnt is not always accessible.
- Many large development organizations do not like to do the same things again and again, even if they promise success. Project responsibility changes quite frequently and every new planner of a development project tends to incorporate his or her own ideas. In development work the wheel has been reinvented many times whereas the vehicle of development is rarely finished.
- Donor organizations are often reluctant to fund projects of the same type again and again.
- Many development experts are sceptical about franchise models. They argue that the “McDonald’s approach” of selling the same product in different environments does not work with conservation and development projects.There is some truth in this critique. But as underdeveloped regions anywhere in the world share the same basic needs, social franchise models can - with certain extensions and modifications - be transferred into the area of development cooperation.
It makes sense to copy good ideas. Social Franchise Models with standardized methods and materials offer a solution for conservation and development projects. There are examples which have already proved to work, like the social franchise of community doctors in Mexico, social licensing of reproductive health care clinics in Latin America or adolescent reproductive health clubs in Ethiopia.
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| Adolescent Reproductive Health Clubs |
This project aims to improve the reproductive health of adolescents between 13 and 25 years through youth clubs which work on a self-help and self-replicating basis. The social franchising concept is applied as follows:
- A funding agency has agreements with 4 Ethiopian youth NGOs which function as franchisors.
- The franchisors support the clubs to develop towards a viable self-help initiative.
There are two types of clubs:
- Basic or B-Clubs are newly formed clubs or existing clubs at their first stage of development. They have the status of sub-franchisees.
- Advanced or A-Clubs are franchisees of the partner NGOs.
Advanced clubs are distinguished by the following features:
- They are able to conduct peer education.
- They are registered and recognized by local authorities.
- They have seal and bank accounts.
- They have work place.
- They can generate some income.
- They are able to replicate themselves by establishing Basic Clubs.
- They are able to grow into youth NGOs
So far, there are 37 clubs throughout Ethiopia. 14 of them will be strengthened to develop into advanced clubs by the end of the project life. Each of these clubs is expected to establish two to three Basic Clubs.
The Reproductive Health Clubs in Ethiopia are promoted and funded by the “German Foundation for World Population” (DSW) (http://www.weltbevoelkerung.de).
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