2015PGP083_Kumar Gaurav

Summer Internship Project
On
To study the perspective of CSR’s head on the digital presence of
NGOs & Digital marketing for the product SUN
Name of the Company: InnoServ Solutions
Submitted in partial fulfilment of the requirements of
Post Graduate Diploma in Management - General Management
by
Kumar Gaurav
2015PGP083
Indian Institute of Management Shillong
October 2016

INTERNSHIP REPORT IIM SHILLONG
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ACKNOWLEDGEMENT
I would like to thank InnoServ Solutions Pvt. Ltd. and Indian Institute of Management Shillong
for their valuable support and for providing me an opportunity to work on this project.
I am highly indebted to my mentor Dr. Devendra Puntambekar, Director-SUN for his guidance
and constant supervision as well as for providing necessary information regarding the project
& also for support in completing the project.
I would like to take this opportunity to express my profound gratitude and deep regards to Mr.
Rahul Jain, Founder & Director- InnoServ Solutions and Mr. Nimil Soni, Co-founder of the
company for their exemplary guidance, monitoring and constant encouragement throughout
the course of the internship. The learning, help and guidance given by them shall carry with
me a long way.
Kumar Gaurav
2015PGP083
IIM Shillong

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Table of Contents
ACKNOWLEDGEMENT.......................................................................................................1
EXECUTIVE SUMMARY .....................................................................................................3
INTRODUCTION ...................................................................................................................4
OBJECTIVES..........................................................................................................................5
SECTOR OVERVIEW ...........................................................................................................6
COMPANY DETAILS: INNOSERV SOLUTIONS PVT. LTD.........................................8
METHODOLOGY ..................................................................................................................9
RESEARCH: ..........................................................................................................................................9
FIELD WORK:.......................................................................................................................................9
SAMPLE SELECTION, DATA COLLECTION AND DESCRIPTIVE SUMMARY...11
SAMPLE SELECTION...........................................................................................................................11
DATA COLLECTION ............................................................................................................................11
DESCRIPTIVE SUMMARY ...................................................................................................................12
CORPORATES VIEWS .......................................................................................................13
ANALYSIS .............................................................................................................................15
PERCENTAGE ANALYSIS.....................................................................................................................15
CSR POLICY....................................................................................................................................15
NGOs SELECTION BY CORPORATES...............................................................................................17
DIGITAL PRESENCE OF NGOs.........................................................................................................18
FUNCTIONING OF CORPORATES...................................................................................................22
FACTOR ANALYSIS:............................................................................................................................24
KEY FINDINGS ....................................................................................................................28
CONCLUSION AND RECOMMENDATIONS.................................................................29
FOR NGOs:.........................................................................................................................................29
FOR CORPORATES:............................................................................................................................29
LIMITATIONS......................................................................................................................30
PRIMARY LEARNINGS .....................................................................................................30
BIBLIOGRAPHY..................................................................................................................32
Annexure I - Depth Interview Questionnaire......................................................................33
Annexure II - Survey Questionnaire....................................................................................34
Annexure III - Business Plan for NGOs ..............................................................................39
Annexure IV - Business Collateral.......................................................................................43

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EXECUTIVE SUMMARY
The first-ever exercise by the CBI to map registered NGOs has disclosed that India has at least
31 lakh NGOs in the year 2015.
In this digital era, it is quite evident that this is the time when NGOs actually need to be present
on the social media to create awareness about NGO’s brand, causes they support and all the
people supporting them. In the social media platform they will get to know how many people
are knowing about them, and how people are supporting their generous causes etc.
As per the Companies Act 2013, it is mandatory for the companies to spend at least 2% of their
gross profit on the CSR activities. For carrying out these activities effectively mostly corporates
tie up with various NGOs.
Hence it is also very important to understand the corporates perspective for the social media
presence of the NGO.
The research was conducted on the target audience by taking their responses through a
questionnaire. It was prepared after a thorough secondary research of various CSR reports of
eminent organizations and Depth Interviews of 5-6 CSR heads of several organizations in
India.
The major findings of the research are as follows:
 Around 66% of respondents feel that they are not satisfied with the current practice of
searching NGOs and here we see a gap between Corporates and NGOs.
 Major factors in the research turned out to be Digital Presence, Resources,
Communication between NGOs and CSR, Financial Aspect, Trustworthiness, Brand
Value, Importance of NGOs.
 97% of the corporates suggest that they would like to find NGOs through digital media
so that they can overcome all the fallacies of the present search methods.

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INTRODUCTION
NGOs work has a significant impact on the development of the society. In the developing
countries like India they have much bigger responsibility on their shoulders. As per the rules
and regulations these are the organizations which don’t earn profits in monetary terms but the
work they do is way much profitable for the society as a whole.
As per article published by Indian Express on the report of CBI to map registered NGOs under
the instructions of supreme court in the year 20151
, “India has at least 31 lakh NGOs, more
than double the No. of schools in the country, 250 times the number of government hospitals,
one NGO for 400 people as against one policeman for 709 people”.
2There has been an influx of funding by the corporates in India to aid and uplift the Indian
society for several decades. Philanthropic contributions by companies were voluntary and not
a regulatory requirement for all. The fifty-seventh standing committee on finance highlighted
the need for companies to contribute to the society as they depend on the society for obtaining
the capital for their businesses.
Now making the CSR activity more deliberate than mere an act of philanthropy, the Companies
Act is in effect and in section 135 it clearly mandates the organizations to spend at least 2% of
their average net profit for the immediately preceding three financial years on corporate social
responsibility activities.
For carrying out various CSR activities, many enterprises need to tie up with NGOs as well so
that they can reach the people who are living in areas where it is not that easy for enterprises
to reach. Since it is quite difficult for both the corporates and NGOs to connect with each other
through the traditional means due to their presence in entirely different regions. So there is a
need of such a medium which can connect all of them on a single platform and we think that
digital presence can facilitate the same in a very efficient manner.
Hence this study is aimed to identify how social media can play a vital role in identifying the
right NGOs for right work. CSR heads of some organizations and some experts contributed
largely in establishing this research to a great extent.
1. http://indianexpress.com/article/india/india-others/india-has-31-lakh-ngos-twice-the-number-of-schools-
almost-twice-number-of-policemen/#sthash.OXCrUnj7.dpuf
2. KPMG: India’s CSR reporting survey 2015

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OBJECTIVES
 To determine the essential factors for identifying the NGOs for the CSR
activity
 To understand the impact of using digital media for selecting the NGOs on the
CSR activity carried out by the corporate
 Digital Marketing for the product SUN using Social Media Marketing, e-mail
marketing & website design

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SECTOR OVERVIEW
Corporate social responsibility (CSR) means considering the wellbeing of humanity by taking
responsibility of the impact of organizations actions on customers, suppliers, shareholders,
employees, communities and other stakeholders, as well as the surroundings.
Organizations have realized that in addition to growing businesses it is very important to build
responsible and sustainable relationships with the community. Hence, CSR has become
increasingly famous in the Indian corporate scenario and is one of the key drivers of today’s
corporates working.
Highlights of some prominent organizations in India working in this domain are given below:
Cognizant Foundation: It was established in 2005. This foundation helps underprivileged
members of Indian society gain access to quality education and healthcare. They mainly focus
on three sectors-education, healthcare and livelihood. In total they had 60 projects out of which
39 were in education sector, 21 in Health sector and rest in rural development and individual
assistance.
Some key highlights of the work done by cognizant foundation:
 In Chennai, they distributed around 100,000 notebooks made from eco-friendly
material to around 15000 students.
 In Pune, they have provided financial aid (around 40 lakhs) to five Maharashtra based
NGOs. For instance, Manavya NGO funded by them, runs a shelter home for HIV
positive orphans.
 Moreover a ‘Lifeline Express’ the world’s first hospital on train in association with IIF
4(Impact India Foundation).
 According to the report published in 2014-15, they have maximum expenditure in the
health sector 349.5 lakhs followed by education 311.1 lakhs. In terms of the source of
the projects, maximum expenditure is for associates 378.4 lakhs while for the NGOs it
is 370.1 lakhs.
Swades Foundation: Founded by Ronnie and Zarina Screwvala, operates with the focus of
empowering rural India. Their strategy is based on 4Es i.e. Engage, Empower, Execute and
Exit. To engage rural communities with corporates, young urban India, not-for-profit
organizations and government and empower our community to execute programs that

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transforms their own lives, enabling us to exit and allowing them to serve as the role models
and change agents for the rest of the country. Key areas where they focus to work on are:
 Water and Sanitation, by building personal toilets and 200L of Potable water per day.
 Health and Nutrition: Eye Care, Maternal and Childcare, Nutrition and Anti-Anaemia
with the help of Swaraksha Mitras (Community health workers).
 Agriculture, Dairy and Livelihood they target families with annual income of Rs. 20
lakhs
 This foundation has a very strong client base having clients like Tata Trusts, Rotary
Club, Red Cross Society, Mahindra and Mahindra, Lenskart.com, Apollo Hospitals,
Yes Bank, IFMR, NASSCOM to name a few.
Bridgestone Corporation: Bridgestone India Private Ltd. (BSID) is a leading manufacturer
of automotive Tyres, Tubes and Flaps. In fulfilling the Bridgestone Group’s mission statement
as ‘Serving Society with Superior Quality’, BSID is committed to serving the communities
through world-class products and services. CSR activities are conducted in PDCA (Plan, Do,
Check, Act) cycle for achieving the goals of the Plan so that they are an essential part of that
process. They have a well-defined structure by which they are able to focus of 22 main points
for the CSR activities. It mainly consist of three things CSR through Business Activities, CSR
through Environmental Activities, CSR from Social Standpoint. Prominent thrust areas for
them are Promoting education, road safety education, promoting preventive healthcare and
sanitation, ensuring environmental sustainability, rural development projects, employment and
livelihood enhancing vocational skills, contribution to central fund for disaster relief and
rehabilitation.
Some of the Bridgestone’s Highly Rated Initiatives to Encourage Women’s Success (Japan)
are Promotion of diversity, Promotion of Women’s careers, Support for women in balancing
work and family.
Listing some of the key work they have done toward Reconstruction from the Great East Japan
Earthquake; aiding activity (employee volunteers) for the reconstruction of the disaster-
stricken areas, Wings of Dream Project, Specialty rubber tracks for decontamination in post-
earthquake reconstruction, Introducing our first seismic isolation experience vehicle as an
elastomeric isolation bearing manufacturer.

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COMPANY DETAILS: INNOSERV SOLUTIONS PVT. LTD.
InnoServ Solutions (Digital) is a rapidly growing independent 360° Digital Marketing and
Media Solutions agency headquartered in Pune, India. They are an ROI driven Digital
Marketing Company servicing clients from Small Business to Large Corporate who understand
the significance of having an Integrated Digital Marketing Solution that add value to their
organization. The company is considered to be Digital Marketing Pioneers by their clients as
they have strong expertise formulating Digital Strategies for B2C and B2B Market exclusively.
InnoServ Solutions (Digital) started in April, 2013 and has then worked with more than 100
clients in India. This has given InnoServ Digital the experience of guiding several companies
in their endeavour to leverage digital space for their brand.
Their experience & domain expertise lies across several sectors like Education, Finance,
Insurance, Telecom, Automobiles, Real Estate, Travel, Logistics, E-Commerce, IT & FMCG
which makes them the preferred choice for the Leading Digital Marketing Agency in India.
Innoserv Solutions (Digital) has expertise in creating, developing and executing world-class
campaigns via service offerings like Social Media Marketing, SEO, SEM, PPC, Online
Reputation Management, Media Buying & Planning, Website Design & Development &
Mobile Application Development.
Specialties of the Company:
University Alliance, Digital Marketing, Strategy & Planning, Lead Generation, Search Engine
Marketing / PPC, Search Engine Optimization / SEO, Social Media Marketing / SMM, Online
Reputation Management/ ORM, Web Design & Development, Mobile Application
Development

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METHODOLOGY
RESEARCH:
Firstly, the secondary research was conducted by analysing the CSR reports, annual reports of
various Indian organizations and also various published articles related to the same topic.
In the next phase of the study, we first preferred to go for exploratory research to get qualitative
insights, so for that Depth Interviews of the Corporate Social Responsibility (CSR) heads of
the renowned organizations were conducted.
Then the exploratory research was followed by a conclusive research. Specifically we opted
for Descriptive research as a part of conclusive research. Based on the insights from the
qualitative research we formulated a survey questionnaire in which we asked questions about
various aspects of CSR activities and also their connection with the NGOs. And for conducting
the survey, we made use of Email Campaigns as well as Social Media Platforms like LinkedIn,
Facebook to reach out to all the key people in the CSR arena.
After receiving total 104 responses from the survey, we moved to the analysis part of the
research. For this, we have mainly used SPSS and Microsoft Excel tool. From that we have
done Factor analysis and the Percentage Analysis of the data.
The report was prepared based on the analysis of the data and the current industry practices
related to the domain of corporate social responsibility.
FIELD WORK:
The field work for the research was conducted for five weeks. It included visiting corporates
for depth interviews, mainly five CSR heads were interviewed namely Mr. Jayant Dabadghaon
(Cognizant Foundation), Mr. Prashant Kothadiya (Azim Premji Foundation), Ms. Pragya Soni
(Excellence Dhyas Foundation), Mr. Vijay Naik (Kirloskar Foundation) and Mr. Shirish
Kulkarni (Consultant at Freelance Development Sector).
After that, we formed a questionnaire based on the depth interviews and the floated the
questionnaire to the target segment for survey i.e. to the other CSR heads. The various means
used were google form link, mailing the questionnaire to the several corporates working in the

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CSR domain, LinkedIn contacts, and telephonic responses from users who could be reached
on their number.
The target audience for the questionnaire were corporates working in the CSR domain and
mainly CSR heads of the respective organisation. The research includes responses of CSRs
from around 104 companies in India. The responses were collected online and telephonically.
The responses were recorded in an excel sheet for analysis.
Emailer inviting CSR participants for Survey

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SAMPLE SELECTION, DATA COLLECTION AND DESCRIPTIVE SUMMARY
SAMPLE SELECTION
The most important factor in a research is the sample selection. A project can have an excellent
secondary research and objectives. But it all comes down to this most important parameter of
the research i.e. sample selection. The population here is corporates who are participating in
the corporate social responsibility activities of the organizations and mostly the CSR heads of
several organizations.
Sample size is calculated by using the following formula:
We have taken Z=1.96 as size is under 95% confidence interval.
Sigma is calculated from formula (Range/6)
Range = 4 (Using Likert Scale ranging 1-5)
Sigma(s) = 4/6=0.67
E= error limit while calculating number of samples.
So we have taken it to be 10% for our calculations
Applying in the formula we get sample size N= 103 approximate.
DATA COLLECTION
The questionnaire was prepared as a google form. It was convenient as the link could be shared
with the respondent and the responses can be recorded easily. The questionnaire was also send
through LinkedIn to most of the corporate heads in the domain of CSR in India. The
questionnaire was also mailed to around 1200 CSR heads of several organizations in India.
Some responses were collected through telephonic interview as well. A total of 104 responses
were collected which included corporates of various reputed organizations.

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Data Collection was also a part of the secondary research wherein CSR reports of around 100
companies in India were analysed and used in the survey.
DESCRIPTIVE SUMMARY
The research helped to highlight 19 factors that could be the major factors that illustrate online
presence of NGOs. These factors include importance of NGOs for carrying out CSR activities,
Political Connect of NGOs, Funding Source, Brand Name, Background Verification,
sentimental analysis, getting new ideas for CSR, Active websites, Technology friendly, social
media usage, transparency and trustworthiness, awareness among top management,
infrastructure, skills for using digital media, communication gap, corporate language,
operational cost, financial support to NGOs, Proportionality of transparency and brand name.
From the 19 factors we tried to determine the most important factors using factor analysis on
SPSS software tool. The second analysis applied was percentage analysis using Microsoft
Excel tool.
Digital marketing is the way to go in the dot com world. SEO and google Ad words help to
increase traffic on the website. Also web space can also be a source of income for our portal.
Digital marketing techniques like SMS promotions, mass mailers and text sets are used by
websites extensively these days. Facebook marketing also helps us to reach our target audience
and market our products. All these techniques are gaining greater acceptance in the new times.

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CORPORATES VIEWS
"Most important criteria for selecting any NGO or for carrying
any CSR activity is what impact it will have on the society. With
the vast reach of Social Media, it will facilitate the sentimental
analysis of the commendable work done by various NGOs on
various burgeoning issues.”
Mr. Jayant Dabadghaon
Sr. Director – Consulting
Cognizant Technology Solutions
“As per the new regulations under the Companies Act, 2013,
Government has mandated a minimum CSR spend of 2 per cent
of the company's profits, for all organizations above a certain
size of revenues and profit. Going by estimates, about Rs 14,000
crore is expected to be spent towards CSR activities by
companies in the current fiscal 2016-17.
As per the “Business Standard” magazine, 67% percent companies choose NGO for pursuing
their social responsibilities, as partner. So if NGOs want to utilize this fund for the development
of the society they need to showcase their initiatives, “Transparency” with which they work,
the plan of Social Projects they want to come up with, they have to make their social initiatives
and its impact in the social media viral to enhance their visibility in the eyes of the society and
especially Companies.”
Ms. PRAGYA SONI
Senior Program Manager- Corporate Social Responsibility,
Excellence Group of Companies

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“Digital India, as proposed by the Prime Minister of India is
one of the latest development initiative in our country and is
touching every sphere of life. Hence, it becomes important and
imperative for the NGOs to be present on the digital platform
as well. Also there is the requirement to review and bring
changes in the CSR activities as per the real time requirements
of the society.”
Mr. Shirish Kulkarni
Consultant
Freelance Development sector
“Since top management of any company is the ultimate decision
maker, so in the case of NGOs as well rather than encouraging
workers of NGOs about digital media, top management of NGOs
should be made aware about the benefits of social media.
According to me, the digital industry can itself start helping the
NGOs to come on the social media platforms because right now
NGOs are a bit hesitant about this whole digital arena.”
Mr. Vijay Naik
Secretary,
Kirloskar Foundation
“Everything nowadays is present on the digital media because
of getting better visibility, response, connectivity. NGOs working
for solely the welfare of the society have to have maximum
connectivity as well as visibility among the society. For making
the NGOs aware about the benefits of social media there should
be proper training programs and the youth of India can also help
a lot in this by guiding them, encouraging them.”
Mr. Prashant Kothadiya
Consultant, Field Practice & Communications,
Azim Premji University for Maharashtra, Gujarat and Goa.
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found

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ANALYSIS
PERCENTAGE ANALYSIS
CSR POLICY
The welfare of society lies in the hand of government of India. But in a country like India,
having second largest population in world, it is quite difficult for the government to reach every
nook and corner of the society. Hence the CSR act came into force so that the privileged
sections of the society can also participate in the welfare of disadvantaged, vulnerable and
marginalized sections of the society.
As per section 135 of companies Act dealing with the CSR, 1. “every company having net worth
of INR 500 Crore or more, or a turnover of INR 1000 crore or more, or a net profit of INR 5
crore of more during any financial year shall constitute a Corporate Social Responsibility
Committee of the Board consisting of 3 or more directors, out of which at least one director
shall be an independent director.
Every qualifying company requires spending of at least 2% of its average net profit for the
immediately preceding three financial years on CSR activities.”
After the implementation of this act, there is availability of resources and funds with the
corporates in excess. Now the challenge is to utilise this excessively available fund in a way
that it reaches to the maximum possible number of people deprived of basic necessities of life
and can be used to uplift their condition. For this, they are taking help of NGOs to carry out
their wonderful activities that will help in the betterment of the society.
This part of the study attempts to analyse the various ways by which corporates can identify
right NGOs to carry out their CSR activities and find whether ways of selection in present
scenario are giving them the right results.
We have also tried to capture the various thrust areas of CSR activities that have been adopted
by the corporates.
In our study, around 83% corporates responded that we select those NGOs who approach us
directly and out of these NGOs we select the right ones for carrying out CSR. And 71.7% of
corporates said that they use their own references to find right NGOs. We get to know that a
very few of the corporates (21.7%) are actually searching on the internet for the NGOs although
it is the most convenient and effective wizard to search anything in todays’ era.
Note: For this particular question, the corporates have opted for more than one way to select
NGOs, hence the figures are inclusive in nature.
1. http://www.mca.gov.in/SearchableActs/Section135.htm

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Around 66% of respondents feel that they are not satisfied with the current practice of
searching NGOs and here we see a gap between Corporates and NGOs.
97% of the corporates suggest that they would like to find NGOs through digital
media so that they can overcome all the fallacies of the present methods.
10.4
40.6
83.0
71.7
21.7
1.9
NGO FAIR INTERMEDIARY NGOS
APPROACH
THEMSELVES
REFERENCE THROUGH
INTERNET
OTHERS
How do corporates search NGOs
34%
66%
Do you find the search methods
satisfactory
Yes
NO
97%
3%
Do you want to search NGOs through
Digital Media
Yes
No

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NGOs SELECTION BY CORPORATES
After searching NGOs through various medium it is very crucial for corporates to select the
right NGOs for their CSR activity.
Out of several factors, Knowledge of the funding source of the NGOs and their background
verification are the most important from the corporates point of view. Around 97% of
corporates agree or strongly agree to the fact that knowledge of funding source of NGO is
highly important. And 98% of responses indicate that how serious the corporates are for the
background verification of NGOs.
Today social media has become an integral part of everyone’s life and it is being used for
purposes which may be personal or professional. In an era where people are trying to stay
connected with people around the globe, social media is rapidly delivering new standard of
interactions and also helps people to showcase their sentiments.
In the same way it has become imperative for the NGOs to have significant presence over social
media so that they can also take advantage to showcase their work, which will ultimately have
sentimental impact on society. On analysing the sentiments of society and aligning the policies
accordingly will be beneficial for both the Corporates as well as the NGOs.
24.5
72.6
2.8 0.0 0.0
STRONGLY
AGREE
AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
Knowledge of the
funding source of
NGOs is quite
important
52.8
45.3
0.9 0.0 0.9
STRONGLY
AGREE
DISAGREE
Background
verification of the
NGO is important

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Hence in our research, majority (73.6%) of the corporates agreed to the fact that Sentimental
Analysis of the work done by NGOs is quite important.
22% of corporates strongly agree that presence of NGOs on social media will also help them
in getting new ideas for their CSR activity. Around 62.3% also agreed to this fact.
DIGITAL PRESENCE OF NGOs
1. “There are about 3.3 million registered NGOs, out of which not more than one-third would
be functional. Incidentally, while the ministry of statistics and programme implementation
(MSPI) claims the number of non-profit institutions (NPIs) is 3.2 million as per a 2010 survey,
an earlier estimate by PRIYA-Johns Hopkins study from 2002 put the figure at 1.2 million. A
physical survey by the MSPI, while incomplete, indicated that not more than 15-30% of the
NPIs were traceable.”
15.1
58.5
21.7 3.8 0.9
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY
DISAGREE
Sentimental analysis of NGOs work is
important
21.7
62.3
15.1 0.9 0.0
DISAGREE
Presence of NGOs on social media will
give new ideas to the corporates for
CSR activities

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NPIs and NGOs are expected to be visible, genuine, authentic, transparent, accountable,
capable of skill and scale and importantly, adapting to a new communication medium, which
is digital.
Around 51% of corporates strongly agree and 46% agree to the fact that NGOs should have
active websites. Although today many NGOs are running a website but it is not being updated
periodically and properly and hence there is no true representation of their existence or
authenticity. For any business it is of utmost importance that their websites are regularly
updated and properly managed. Moreover a majority (95.3%) of the corporates suggest that
they should also become technology friendly as it is the need of the hour.
One interesting fact emerged out during our research is that approximately 95.29% of
corporates wants the social media presence of NGOs. None of them denied to the fact that the
social media presence of NGOs is necessary these days.
50.9
46.2
2.8 0.0 0.0
NGO should have
active websites
33.0
62.3
3.8 0.9 0.0
NGOs should be
technology friendly
1. http://www.livemint.com/Opinion/95uQbXW7NhOD5I9qG0xTWK/Digital-opportunity-
can-overcome-credibility-challenge-of-NG.html

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One of the most common criticisms NGOs face is on accountability and transparency, perhaps
because as soon as one declares intention to set up an NGO, he is expected to be no less than
devoid of all desires in life and is supposed to do good and only good. The fact, yet, remains
that all the resources and finance that go into an NGO certainly belong to the cause and not to
the person or the organisation.
When corporates were asked that do you think through social media NGOs can showcase their
working system’s transparency and trustworthiness, 93% of the respondents agreed to this.
.
For presence of NGOs on the digital media, they should be well equipped with good
infrastructure as well as skills to use the digital platform.
41.5
53.8
4.7 0.0 0.0
STRONGLY
AGREE
DISAGREE
NGOs should start using social
media (facebook, twitter,
linkedin etc) for their visibility
24.5
68.9
5.7 0.9 0.0
DISAGREE
Through social media NGOs can
showcase their working systems
transparency and trustworthiness.

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We got mixed responses when corporates were asked if they feel that the NGOs have
infrastructure for digital presence in place or not.
Around 48% of them agreed or strongly agreed that the NGOs don’t have infrastructure
available with them while 31% disagreed to this and they think that NGOs have infrastructure
available with them but they are not using it properly and around 21% respondents opted to
remain neutral on this.
But majority(57%) of the respondents agreed to that fact that skills for using social media is
not available with them while only 22% of them disagreed to this fact and only 21% were
neutral on this part.
[Graph Q9 (H)]
8.5
39.6
20.8
26.4
4.7
STRONGLY
AGREE
DISAGREE
Infrastrucutre of digital and social
media is not available
10.4
46.2
21.7
18.9
2.8
STRONGLY
AGREE
DISAGREE
Skills for using social media is not
available

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FUNCTIONING OF CORPORATES
After corporate social responsibility (CSR) became mandatory under the new Companies Act,
there is a new challenge of finding suitable NPIs and NGOs to explore how their 2% of net
income could be spent for public good. However the real challenge is to eliminate the
communication gap between corporates and NGO and to this our majority (96.2%) of
respondents also have given their consent that there is a need to work on the same on an urgent
basis.
Also 68% of the corporates agreed that the difficulty in understanding the corporate language
accounts for this gap as well.
During our depth interviews we came to know that most of the organizations prefer to provide
funds for only the functional cost of NGOs but not the operational cost of NGOs.
But when we interviewed some experts who have experience of working with both the
corporates as well as NGOs, they highlighted the importance of operational cost;
An example stated by one of them – suppose corporates give funds to people to buy tractors to
help them in agriculture and in order to use that tractor there is a need of a person with the skill
to drive it as well. What if there are not enough resources available with NGOs to provide a
driver for that tractor? Another example given by one more expert is that sometimes corporates
donates the cost to buy Dialysis machines for the needy people to NGOs but what about other
costs involved in the maintenance of the machines like cost for storage, electricity, cleaning,
etc. Many times NGOs are not capable enough to manage this maintenance cost, then in this
case the functional cost of corporates gets waste as their donation is not able to fulfil the
purpose of CSR.
40.6
55.7
3.8 0.0 0.0
There is a need to
eliminate the
communication gap
between NGOs…
5.7
62.3
23.6 6.6 1.9
Non understanding of
the Corporate
language by NGOs is
the main reason of…

23 | P a g e
Hence this shows the importance of operational cost and how it is necessary to support them
on this facet too.
So when we asked the question do you think that funding for the operational cost of NGOs is
also necessary as it is the key driver of the CSR activity; a significant number (73%) of
corporates responded that it is necessary although many of them (approximately 22%) opted to
remain neutral on this.
Transparency, trustworthiness are strongly rooted in the brand name of any organization. This
fact is established in our research as we see 84% of corporates agreeing to the statement that
Brand name of NGOs is directly proportional to its transparent operations, systematic working
procedures.
16.0
56.6
21.7 4.7 0.9
DISAGREE
Funding for the operational cost of
NGOs is also necessary as it is the key
driver of the CSR activity
13.2
70.8
12.3 2.8 0.9
DISAGREE
Brand name of NGOs is directly
proportional to its transparent
operations, systematic working
procedures

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FACTOR ANALYSIS:
Factor analysis was performed on the Likert scale questions in the questionnaire. The
analysis shows that seven major factors are closely related to the digital presence of NGOs.
These 7 factors explain more than 50% of the total variance. Thus we are able to reduce the
variables from nineteen to seven.
The output of the analysis is as below:
Component Matrixa
Component
1 2 3 4 5 6 7
1 .148 .327 -.032 .595 .158 .056 .411
2 .325 -.198 -.122 .170 .443 -.123 .426
3 .327 .238 .406 .097 -.385 .324 .156
4 .093 .128 .569 .291 .328 .384 -.150
5 .441 -.035 .154 -.186 -.513 .210 .408
6 .345 .197 .047 .529 .151 .169 -.554
7 .314 .121 .487 -.015 -.090 -.342 -.114
8 .582 .188 -.080 -.301 .473 .082 .201
9 .768 .033 -.024 -.376 .222 .076 -.029
10 .745 .046 .101 -.203 -.030 -.094 -.242
11 .205 .234 -.123 .203 -.296 .286 -.016
12 .398 .328 -.286 -.219 -.058 -.210 -.253
13 -.377 .581 .239 -.333 .026 .115 -.040
14 -.420 .588 .306 -.335 .072 .098 .007
15 -.044 .447 -.350 -.111 .084 .403 .112
16 -.284 .412 -.527 -.101 .182 .147 -.057
17 .110 .589 -.238 .309 -.112 -.327 .058
18 .072 .628 .061 .124 -.134 -.516 .126
19 -.271 .068 .646 -.076 .335 -.200 .144
Extraction Method: Principal Component Analysis.
a. 7 components extracted.

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Rotated Component Matrixa
Component
1 2 3 4 5 6 7
1 -.159 -.052 .141 .383 .211 .271 .608
2 .210 -.253 -.051 -.019 -.127 -.071 .671
3 .065 .145 -.135 .048 .730 .195 .008
4 -.002 .324 -.177 -.226 .140 .672 .229
5 .208 -.097 -.110 -.056 .760 -.287 .032
6 .141 -.203 .018 .172 -.011 .838 -.077
7 .239 .141 -.567 .237 .121 .119 -.068
8 .741 .096 .140 -.026 .007 -.004 .405
9 .861 -.084 -.023 -.097 .136 .026 .109
10 .715 -.166 -.243 .086 .181 .148 -.131
11 .007 -.130 .248 .161 .414 .203 -.083
12 .523 -.085 .138 .377 -.043 -.011 -.252
13 -.044 .759 .182 .119 .024 -.015 -.192
14 -.074 .829 .141 .107 .006 -.025 -.136
15 .106 .209 .660 .073 .132 .030 .060
16 -.014 .166 .684 .182 -.251 -.032 -.059
17 .006 -.012 .161 .772 .035 .082 .067
18 .046 .237 -.126 .798 .045 -.058 .046
19 -.130 .583 -.464 -.079 -.179 .027 .253
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 12 iterations.

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The output of factor analysis provides us five factors that explains 55 % buying behavior
towards online education products. The factors are as follows:
 DIGITAL PRESENCE: This factor comprises of need of active websites, technology
friendly, social media usage and awareness among top management regarding the
importance of digital media presence of NGOs.
 RESOURCES: Resources is another factor that is quite important from the NGOs
point of view. This variable comprises of availability of proper infrastructure and skills
required for the digital presence.
 COMMUNICATION BETWEEN NGOs AND CSR: In order to work together,
there should be proper communication between corporates and NGOs. This variable
includes mainly three factors namely; existence of communication gap between them,
difficulty in understanding corporate language by NGOs and getting new ideas for CSR
activities by the digital activeness of NGOs.
 BRAND VALUE: The corporates think twice before funding NGOs which brings in
the factor brand value into light. This variable comprises of brand name and background
verification.
 FINANICAL ASPECT: This factor determines that financial condition of the NGOs
in India. Thus funding for the operational cost of NGOs and providing financial support
to them form this variable.
 IMPORTANCE OF NGOs: This variable basically shows the importance of NGOs
while carrying out CSR activities and also the importance of considering the political
connect of NGOs.
 TRUSTWORTHINESS: The one thing that comes in mind while talking about NGOs
is their trustworthiness. Hence for corporates as well this variable plays a crucial role.
This variable includes sentimental analysis of the noble work done by NGOs,
knowledge of their funding source and increment in the transparency and
trustworthiness of NGOs through the digital media

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Digital Presence
Resources
Communication between
CSRs and NGOs
Brand ValueFinancial Aspect
Importance of
NGOs
Trustworthines
Output of factor analysis

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KEY FINDINGS
The first-ever exercise by the CBI to map registered NGOs has disclosed that India has at least
31 lakh NGOs.
As per the Companies Act. Section 135, it clearly mandates the organizations to spend at least
2% of their average net profit on corporate social responsibilities. For carrying out various CSR
activities, many enterprises need to tie up with NGOs as well so that they can reach the people
who are living in areas where it is not that easy for enterprises to reach.
The factor analysis of the responses
resulted into seven key factors out of total
nineteen variables related to the corporates,
NGOs and their communication over digital
platform. The seven key factors are namely
Digital Presence, Resources,
Communication between NGOs and CSR,
Financial Aspect, Trustworthiness, Brand
Value, Importance of NGOs.
Digital presence: 97% of corporates
suggested that NGOs should have active
websites. Interestingly, approximately
95.29% of corporates responded that the
social media presence of NGOs will be
beneficial for both the Corporates as well as
NGOs.
Resources: When it comes to NGOs there
is always one thing that comes in our mind
that do they have sufficient resources
available with them or not. The same
viewpoint was held by majority of the
respondents. The other important factor
which came out in our study is resources
which is mainly the availability of
infrastructure and skills to be present on the
digital media.
Communication between NGOs and
CSR: 96.2% of corporates agreed to the
fact there is a need to eliminate the
communication gap between both the
parties, and the key reason for this gap is the
corporate language which usually NGOs
find difficult to understand and around
84.3% of corporates have given their
consent on the fact that the social media
presence of NGOs will give new ideas to
the corporates for CSR activities.
Financial Aspect: Around 73% of the
corporates said that there is a need to fund
the operational cost in addition with
functional cost for the activities.
Trustworthiness: NGOs are usually being
questioned on their transparency,
trustworthiness, etc. Approximately, 97%
of corporates want to have knowledge of
funding source of NGO and also around
98% go for the background verification of
the NGOs before funding them. Hence
majority (84%) of the corporates want the
NGOs to come on the social media platform
which will automatically help them to
showcase their working system’s
Brand Value: It indicates that the brand
name of NGOs is important and analysing
the sentiments of public from various
innovative and impactful work by different
NGOs will be very helpful for the
corporates while formulating their CSR
policies.
Importance of NGOs: Majority of the
corporates responded that for carrying out
activities more effectively taking the help
of NGOs is preferable.

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CONCLUSION AND RECOMMENDATIONS
FOR NGOs:
 First and Foremost requirement for the NGOs today is to have their own websites in order
to maintain their visibility.
 Just having a website and then not updating it will never serve the purpose, to maintain
your visibility as well as establishing the trustworthiness in the society, it is very
important to update your website with your current and past activities.
 Work done by you have a lot of sentimental impact on the society hence it should be
showcased well through the website. It can include every detail about the work, where it
is being done, how many people are getting benefitted, how important it is, etc. Along
with relevant pictures and videos.
 In order to deal with the problem of transparency and trustworthiness, information about
each and every funding source of NGOs should be present on the website.
 There is a need of skill development amongst NGOs in the domain of digital media and
in our research we found that top management of NGOs will be the right one to start with,
so that they can propagate the learnings well in their organization later on.
 People generally see few webpages which come in the first page and more often in the
first four links after search result. To put NGO’s website at the top position of the search
result NGO must have a well-researched and well-structured website which can be used
with search engine optimization tool to get more impressions in the internet.
FOR CORPORATES:
One very crucial point that came out in our study is that corporates should also give a
thought for funding NGOs on their operational costs as well, as it is the key driver of
their generous CSR activity, this will facilitate the effective utilization of their own fund.
Operational cost includes maintenance cost, skill development cost, manpower cost, etc,
Some CSRs should take responsibility on educating NGOs on technology and effective
communication.

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LIMITATIONS
 Corporate Social Responsibility is quite a new phenomenon in India for many companies
in India thus there is very less research options available in its industry.
 The target audience is the CSR head of several prominent organizations. Sometimes it
was quite difficult to get in touch with people on top position of the organizations, their
busy schedule. This was another major challenge which was faced during survey part.
 Thirdly, sample size for this study was also small. The analysis should have been on
yearly basis.
PRIMARY LEARNINGS
 Exposure to the CSR and NGO sectors of India.
 Opportunity to learn about the various problems in these sectors and gaps between both
sectors
 Understand the corporates perceptions while conducting the survey
 Concepts of Digital Marketing, Social Media Marketing, Website Designing, Search
Engine Optimization (SEO) and Content Writing and also, handled the Facebook page,
LinkedIn account, Twitter account for the product SUN to increase its visibility
 Opportunity to interact with the CSR heads of various renowned organizations for depth
interviews such as Cognizant Foundation, Kirloskar Foundation, Azim Premji
Foundation, Excellence Dhyas Foundation, etc.
 Honed the skill of ideation – For website development, Business plan, Business
Collateral, etc.
 Guided in the development of the product SUN’s (Social Media Usages by NGOs)
Website along with its Sitemap.

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Screenshot of the Live SUN Website: http://research-sun.in/

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BIBLIOGRAPHY
http://economictimes.indiatimes.com/articleshow/49330470.cms?utm_source=contentofint
erest&utm_medium=text&utm_campaign=cppst
http://www.livemint.com/Opinion/hNf6wRlshy6h4w6sR7xjuM/The-digital-voices-of-
NGOS.html
http://www.techsangam.com/2011/09/25/csr-ratings-of-the-largest-500-indian-companies/
https://www.ukessays.com/essays/marketing/corporate-social-responsibility-tata-groups-
marketing-essay.php
http://timesofindia.indiatimes.com/city/bhubaneswar/Use-social-media-to-promote-
welfare-schemes-CM-to-depts/articleshow/51520619.cms
http://indianexpress.com/article/india/india-others/india-has-31-lakh-ngos-twice-the-
number-of-schools-almost-twice-number-of-policemen/#sthash.OXCrUnj7.dpuf
http://indiatoday.intoday.in/story/90-per-cent-of-ngos-do-not-file-annual-statement-cbi-to-
sc/1/477471.html
KPMG Report- India’s CSR reporting survey 2015
PWC-CII Report- Handbook on Corporate Social Responsibility in India

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Annexure I - Depth Interview Questionnaire
Q1. What kind of CSR activities your company perform
Q2. What are the factors you keep in mind while selecting CSR activities?
Q3. Do you prefer NGOs for carrying out the CSR activities? Why?
Q4. (a) If yes, how do you search NGOs?
Q4. (b) If No, how do you manage it, with your own employees or some other source?
Q5. Do you think that because the NGOs are not digitally present it is quite inconvenient
for corporates to connect with them?
Q6. How important is the brand name of NGO while selecting it?
Q7. What are the problems faced while searching for NGOs?
Q8. How do you ensure the proper fit of CSR activity and NGO?
Q9. How important do you think it is for the NGOs to be on the digital platform?
Q10. Can you suggest some ways to encourage NGOs to be present on the digital platform?

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Annexure II - Survey Questionnaire
Research by SUN- Let the light spread
Through this brief survey, we are trying to study the relation between Corporates and NGOs for the
CSR activities and can social media play a vital role in improving the communication. Your response
will be kept confidential and will not be used for the purpose other than this research. The information
will be reflected in the report in the form of statistics and representations only.
Thanking you in advance.
* Required (Mandatory)
1) Your implemented CSR activities. *
Please feel free to select more than one option
Education
Healthcare
Livelihood
Rural Development
Women Empowerment
Other:
2) What is/are your major thrust areas *
Please feel free to select more than one option
Rural areas
Urban areas
Tribal areas (example: Naxalites affected areas)
Other:

35 | P a g e
3) You stick to the thrust area even with the change in situation (Ex:
Drought, Flood, etc) *
1 2 3 4 5
Strongly Strongly
Agree Disagree
4) How do you search NGOs *
(Please feel free to select more than one option)
Reference
NGO Fair
NGOs approach themselves
Through Internet
Intermediary
Other:
5) Do you find the search methods satisfactory? *
Yes
No
6) Do you want to search NGOs through Digital Media? *
Yes
No

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7) For CSR, Eligible certifications of NGOs *
(Please feel free to select more than one option)
FRCA (Foreign Contribution Regulation Act)
12a
80G
35AC
Not Required
Other:
Rate the following statements on a scale on 1-5. *
8) Answer the questions related to the selection of NGOs for funding
Strongly-Agree Agree Neutral Disagree Strongly-disagree
Without NGOs CSR activities can’t
be conducted
Political connect of the NGO matters
a lot
Knowledge of the funding source of
NGOs is quite important
Brand Name of the NGOs is important
Background verification of the NGO is
important
Sentimental analysis of NGOs work is
important
Presence of NGOs on social media will
give new ideas to the corporates for CSR
activities

37 | P a g e
9) Answer the questions related to the digital presence of NGO *
NGO should have active websites
NGOs should be technology friendly
NGOs should start using social media
(facebook, twitter, linkedin etc) for
their visibility.
Social Media helps in the sentimental
analysis of NGOs
Through social media NGOs can
showcase their working system’s
Top management of NGOs should
be made aware of the benefits of the
digital media.
Infrastrucutre of digital and social
media is not available
Skills for using social media is not
available
10) Answer the questions related to the functioning of corporates *
There is a need to eliminate the
communication gap between NGOs
and CSR
Non understanding of the Corporates
language by NGOs is the main reason
of the gap
Funding for the operational cost
of NGOs is also necessary as it is the
key driver of the CSR activity

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Corporates should support NGOs
financially to be Present on the digital
media as part of the CSR Activity.
Brand name of NGOs is directly
proportional to its transparent operations,
systematic working procedures.
Your Name
Email Address
Organization Name *
Designation
Mobile Number

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Annexure III - Business Plan for NGOs
1) Target Client: NGOs (Non-Government Organisations)
2) Key Findings:
(1) 96.2% of corporates agreed to the fact there is a need to eliminate the
communication gap between Corporates and NGOs
(2) Around 66% of respondents feel that they are not satisfied with the current practice
of searching NGOs and here we see a gap between Corporates and NGOs.
(3) 97% of the corporates suggest that they would like to find NGOs through digital
media so that they can overcome all the fallacies of the present search methods.
(4) 84% of the Corporates want the NGOs to come on the social media platform which
will automatically help them to showcase their working system’s transparency and
trustworthiness.
3) Benefits to NGOs: We will give NGOs the desired wing to fly faster and higher, by many ways:
(1) Fund raising,
(2) Trust Building,
(3) Increase in Visibility,
(4) Transparency,
(5) Looking for Expansion,
(6) Awareness drive,
(7) Encouraging for volunteer and
(8) Team alignment
4) Key Activities/ Value Proposition:
(1) Educating NGOs for Social Media
(2) Digital Promotions (Digital Marketing)
(3) Website Development, Renovations and Maintenance
(4) Inquiry generation via Digital Platforms
(5) Social Media Marketing (SMM) - FB, LinkedIn, Twitter, Google Plus, Pinterest, etc.
(6) Search Engine Optimization (SEO) - On Page, Off Page, Link Building, Local Listing, etc.

40 | P a g e
(7) Landing Page
(8) Online Reputation, Brand building
(9) Facebook Leads
(10) Content (collateral, Blogs, Article)
5) PRODUCTS: We are offering 4 types of product:
1. SUN – Educating NGOs
2. SUN - Consultation
3. SUN - Digital Marketing Services
4. SUN - Digital Tools & Tech.
1. SUN – Educating NGOs:
We conduct various training and workshops related to Digital Marketing for NGOs.
The outline of the program is as given below
 Introduction to Digital Marketing
 Workshop on Brand Building using Digital Marketing
 Social Media Marketing –
 Facebook Marketing
 Twitter Marketing
 LinkedIn Marketing
 YouTube Marketing
 Blogs
 SEO (Search Engine Optimization) techniques
 SMM Automation - Hootsuite
 Search Engine Marketing
 Content Marketing
2. SUN - Consultation:
Consultation is provided to facilitate the digital presence of NGOs (Non-Governmental Organisations).
Consultation to increase the Visibility by leveraging the available Digital platforms and to engage
stakeholders to grow the brand online.

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3. SUN - Digital Marketing Services (SMM/SEM, SEO and Website Development):
(i) Social Media Marketing (SMM)/ Search Engine Marketing (SEM):
i. Increase Brand Visibility, Trust Building and Transparency in NGO’s activities
ii. Promote NGO’s initiatives
iii. Drive Campaigns and encouragement for volunteering
(ii) Search Engine Optimization (SEO):
i. Increase Brand Visibility, Increase Organic Traffic, Generate Leads
ii. Making Site Panda Algorithm Friendly, Black Hat SEO Control, Increase Loading Speed
iii. Content Strategy Integration, Increase Referral Traffic, Increase Domain Authority, Increase
Link influence Score
(iii) Website Development:
i. Website Audit
ii. Making Site Search Engine Friendly
iii. Making Site Mobile Friendly
iv. Black Hat SEO Control
v. Error Free Website
4. SUN – Digital Tools & Tech:
SUN is planning to launch a mobile-based platform for searching of suitable NGOs for different CSR
activities. The SUN tools can be defined as follows –
SUN Search Portal – For searching NGOs (Thrust areas, Locations, Budget)
The platform helps Corporates to search suitable NGOs in real-time.
SUN Corporate App – For searching NGOs (Thrust areas, Locations, Budget)
This unique Mobile App for Corporates is meant to conduct research before funding to a particular NGO.
Corporates can see the just-in-time status of the available NGOs in different thrust areas through this
app. They can also manage all the communication with the NGOs from initial interest to documentation
to the implementation of the activities on this mobile app.
5) Market Share: (Maharashtra)
 Maharashtra has at least 5.18 lakh NGOs as per the article published by Indian Express on the
report of CBI to map registered NGOs under the instructions of the Supreme Court in the year
2015.
 A physical survey by MPSI indicated that not more than 15-30% of NGOs are traceable in
India and hence, clearly shows the huge potential market (at least 3.63 Lakhs of NGOs) for
Digital Marketers to enhance the visibility of NGOs in the society.

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 As per the Companies Act. Section 135, it clearly mandates the organizations to spend at least
2% of their average net profit on corporate social responsibilities.
 For carrying out various CSR activities, many enterprises need to tie up with NGOs so that
they can reach the people who are living in areas where it is not that easy for enterprises to
reach.
According to Ms. Pragya Soni, Senior Program Manager - CSR at Excellence Dhyas Foundation,
“As per the new regulations under the Companies Act, 2013, the government has
mandated a minimum CSR spend of 2 per cent of the company's profits, for all
organizations above a certain size of revenues and profit. Going by estimates, about
Rs 14,000 crore is expected to be spent towards CSR activities by companies in the
current fiscal 2016-17.
As per the “Business Standard” magazine, 67% percent companies choose NGO for
pursuing their social responsibilities, as a partner. So if NGOs want to utilize this fund
for the development of the society they need to showcase their initiatives,
“Transparency” with which they work, the plan of Social Projects they want to come
up with, they have to make their social initiatives and its impact in the social media
viral to enhance their visibility in the eyes of the society and especially Companies.”

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Annexure IV - Business Collateral
SUN – Educating NGOs
1) About SUN:
SUN is a framework to study the adoption of digital marketing strategies by NGOs. The
framework is established based on extensive working knowledge gained through research on
national adoptions of DMS by established NGOs. It provides a ready to use the model of what
works best for NGOs when it comes to using a digital marketing platform. This will provide an
industry benchmark for them to follow while adopting DMS to meet various business
objectives at all functional levels.
2) Benefits to NGOs:
According to our research SUN 2016, we found that
 96.2% of corporates agreed to the fact there is a need to eliminate the communication
gap between Corporates and NGOs.
 Around 66% of respondents feel that they are not satisfied with the current practice
of searching NGOs.
 97% of the corporates suggest that they would like to find NGOs through digital media
so that they can overcome all the fallacies of the present search methods.
 84% of the Corporates want the NGOs to come on the social media platform which
will automatically help them to showcase their working system’s transparency and
trustworthiness.
Hence, Digital education is very important for every NGOs, It will benefit them in the following
ways:
1. Eliminate the communication gap from Corporates
2. Trust Building,
3. Increase in Visibility,
4. Transparency

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5. Fund raising,
6. Looking for Expansion
7. Encouraging for volunteer
8. Team alignment
9. Boosting your website traffic
10. Generate potential leads
11. Awareness drive
3) Curriculum:
We conduct various training and workshops related to Digital Marketing for NGOs. The
outline of the program is as follows:
 Introduction to Digital Marketing
 Website Development and maintenance
 Email Marketing
 Social Media Marketing –
 Facebook Marketing
 Twitter Marketing
 LinkedIn Marketing
 YouTube Marketing
 Blogs
 Mobile Marketing
 SEO (Search Engine Optimization) techniques
 SMM Automation - Hootsuite
 Search Engine Marketing / Search Engine Advertising
 Content Marketing
 Online Reputation Management
4) Curriculum with Description:
1) Introduction to Digital Marketing: The training starts with Digital Marketing Overview
wherein you learn the basics of digital marketing that help you build a strong base for

45 | P a g e
the practical sessions which includes, benefits over traditional marketing, Visitors
engagement, increase in visibility, Performance Evaluation, etc.
2) Website Development and maintenance: Then to provide a practical exposure you
will learn to not only creating a website but also how to maintain it properly. The
purpose behind having an active website is to make people aware of your digital
presence and hence will enhance your transparency in the society.
3) Email Marketing: In this course, you will learn to use email to simultaneously increase
your visibility as an organization, building awareness and launch campaigns – all at the
click of a button. We will teach you to use different email marketing tools like
Mailchimp, Zoho, etc.
4) Social Media Marketing: In this course, you will learn about Facebook Marketing,
Twitter Marketing, LinkedIn Marketing, Youtube Marketing, Blogs, etc.
5) Mobile Marketing: In this course, you will learn the fundamentals of Mobile
Marketing, using tools to create mobile Apps., mobile websites, etc.
6) SEO (Search Engine Optimization) techniques: In this course, you will learn the key
Search Engine Optimisation (SEO) tips and techniques for improving your search Rank
as well as effectively optimising your web presence in the digital world.
7) SMM Automation – Hootsuite: This service is commonly used to manage online
brands and to submit messages to a variety of social media services,
including Twitter, Facebook, Google+, etc. Hootsuite provides a browser-based
dashboard that allows users to keep updated on their Twitter account.
8) Search Engine Marketing / Search Engine Advertising: This course will help you learn
about: Pay per click Campaigns, Ad Writing techniques, Google AdWords Overview,
Creating and optimizing Display Campaigns, Creating and optimizing Search
Campaigns, etc.
9) Content Marketing: It is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and retain a clearly-
defined audience. This course will give Overview of Content Marketing, Types of
Content, how to write great compelling content, etc.
10) Online Reputation Management: This course will help you to learn about the
importance of Reputation Management, understanding ORM Scenario, dealing with

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criticism online, creating positive brand image online, understanding tools for
monitoring online reputation, etc.
5) Types of Plan:
We are offering two types of Plan for Training/ Workshop in Digital Marketing i.e.
 Basic Workshop
 Advance Workshop.
Workshop Type
Basic Advance
Sl.
No.
Topics
Duration (in hours)
1 Introduction to Digital Marketing 2 2
2 Website Development and maintenance 4 4
3 Email Marketing 0 2
4
Social Media Marketing (fb, Twitter, linkedIn, Youtube, Blogs,
etc.) 2 4
5 Mobile Marketing 1 2
6 SEO (Search Engine Optimization) techniques 2 4
7 SMM Automation – Hootsuite 0 2
8 Search Engine Marketing / Search Engine Advertising: 1 2
9 Content Marketing 0 2
10 Online Reputation Management 0 2
Total Duration (in hours) 12 hrs 26 hrs
Total Course Duration (in no. of Days) 2 Days 4 Days
FEES per Person (in Rs)

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6) WHY SUN:
SUN is a subsidiary of InnoServ Digital Solutions Pvt. Ltd., expert in the digital marketing sector
for the last 3 years. Also we have done extensive research in the last two years in this
particular sector and hence we understand the needs of NGOs from the perspectives of both;
the members of different NGOs and various corporates working in the corporate social
responsibility domain. So we think we are the right people to join the hands with you to serve
the society better.

2015PGP083_Kumar Gaurav

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2015PGP083_Kumar Gaurav