New Delhi ISKCON has become a world leader in distributing Srila Prabhupada’s books. On my way home from Vrndavana, I stopped in New Delhi specifically to find out from the devotees there how they are doing it.

According to them . . .

The foremost reason is that HH Gopal Krsna Maharaja, their spiritual leader and G.B.C, is dedicated to book distribution and preaches strongly about it.

Consequently, ISKCON New Delhi has developed a multi-faceted approach to distributing Srila Prabhupada’s books.

First of all, they have a robust team of brahmacari book distributors who go out in pairs every day to various spots in the city to distribute books at traffic lights.

Next, the opulent New Delhi temple attracts thousands of visitors every day who come to experience the temple’s animated Bhagavad gita show, first class restaurant, bakery, gift shop and to have darshan of their gorgeous Deities, Sri Sri Gaura Nitai, Sri Sri Radha Partha Sarathi and Sri Sri Sita Rama, Laxman and Hanuman. Incidentally, I noticed that at every venue throughout the large temple grounds, the devotees have strategically placed display of Srila Prabhupada’s books.

To gather valuable insider information, I personally approached Gopal Krsna Maharaja to ask his secrets behind the huge success of the New Delhi program. At that time, he specifically mentioned “Corporate Sankirtana,” giving all credit to a young devotee named Rakesh (A.K.A. Hanuman) who is the leader of the program. He informed me that through Corporate Sankirtana they are distributing hundreds of thousands of Bhagavad gitas in New Delhi each year. During December this year, their goal is 350,000 Bhagavad gitas.

Following Maharaja’s advice, I met with the lead man, Rakesh to find out how to do it.

Rakesh is a young, affable devotee from a local family, who has dedicated his life to finding the richest people in New Delhi and engaging them in distributing Srila Prabhupada’s books.
He and his staff (one other devotee) constantly scan lists generated by the local Chamber of Commerce, Export Association, Manufacturing Association, The Financial Times and other local newspapers to find out who is making huge profits. They also uncover useful information from government organizations that publish reports disclosing how much money various corporations are giving to charity.

Rakesh humbly gives all credit to HH Gopal Krsna Maharja for the success of the program. He told me that his main goal is simply to bring people to meet with Maharaja. “After that, it’s all Maharaja’s potency that induces them to help with book distribution,” says Rakesh with a smile.

What follows is the free advice that Rakesha gave me about Corporate Sankirtana.

Mood in dealing with potential donors

“We want your money, but we also want to give you something extremely valuable that you don’t have.”

How to get an appointment

•Find out where the qualified people are and then phone them and tell them you want to see them.
•Be tenacious and do not give up until you get the appointment.
•The easiest appointments come from referrals.

What to bring to an appointment

•Large, nicely framed picture of Krsna
•Prasadam (pera is Rakesh’s choice)
•Flower garland
•Donation forms (available as a PDF)
•Flip book (shows various ISKCON programs)

What to say and do at an appointment

•Out of etiquette, the host usually asks, “Can I get you anything.” Answer, “Yes, please.” Then ask for lukewarm water or fresh juice because both of these take longer to prepare and bring, giving you extra time with your host.
•“We are ISKCON.”
•“Our message is about happiness and peace.”
•“We are international beggars.”
•“We use resources in a way that will benefit you.”
•“We are recognized all over the world.”
•Emphasize three aspects of our work:

Spiritual
Cultural
Charitable

Explain each. For example:
•“We distribute/teach spiritual knowledge.”
•”We educate young people in moral values.”
•”We distribute more vegetarian food worldwide (ISKCON Food For Life) than any other organization in the world.”

(Note: Rakesh mentions three corresponding programs that the devotees have developed at ISKCON New Delhi):

ISKCON (Spiritual)
VAST (Cultural)
Food for Life (Charitable)

•Ask for their “input.” Wealthy people know that you want money. But, asking for their input is more palatable and compelling and evokes their goodwill.
•When they ask how much to donate, reply:
“We know our requirement; you know your pocket.”
•Encourage them, “When you give Krsna to others, you get Krsna.” (Quote Krsna from Bhagavad gita: Na ca tasman manusyesu tasmin mam priya krtamah . . . “No one is more dear to Me than he who distributes the message of Bhagavad gita.”)
•Give them a hug. (Rakesh says this creates a lasting, friendly connection.)

After receiving a donation

•“Thank you for your first installment” (then smile).
•“Please keep on giving your whole life.”
•Ask them to give you names and numbers of five friends who might also help. (If they are enthusiastic, ask them to call them to make the appointments for you.)
•If their donation seems too small, say in a friendly tone:
“This is not matching your status.”

Following up after appointments

•After your first meeting, send a monthly plate of maha prasadam to their home.
•Call after each delivery of prasadam to ask, “Did you like the prasadam?”
•Find out their birthday and send a cake on that day.
•Invite them to come to the temple or to a house program.
•When you invite an influential person to a program, invite other influential people too so that no one feels alienated or proud.
•Dress opulently. Wealthy people appreciate a well-groomed presenter with first class accoutrements. (Rakesh wears expensive secular clothes to meetings; not devotional garb.)
•Keep trying! You never know when you’re going to have a major breakthrough.