Académique Documents
Professionnel Documents
Culture Documents
Roll number- B43
Customer activity Cycle
Organization - Child Rights and You
Donor Activity cycle
Pre-Donation
Customer Activity
Step 1- Gets to know of NGO and the cause it is associated with/ interested in a cause
and wants to know which NGO will be most suitable for the donation.
Company actions
● Search engine optimization to appear in google search when the potential donor
searches for the cause related term
● Emailers/ physical mail
● Create a website where one gets to know more about the NGO
● Public relations
● Cause related events
● Word of mouth marketing by current volunteers
● Social media presence
● Targeted online ads
● Content strategy
● Brand building
Note- Customer activity in many cases could start with looking for tax benefits and in
that case besides using the above means NGO could create awareness in corporates to
drive the awareness of tax benefits related to donations.
ny
e a re so ma
her e.
oint- T is caus
Pain p g fo r th
workin r for
NGOs a ll I c onside
one sh ch?
Which er resear
furth
Name- Apurva Singhai
Roll number- B43
Resolution
● Focusing on active volunteers to pro-actively spread credibility of the NGO.
● Thought leadership focusing on building strong association between the NGO
and the cause. ( seminars, speaking platforms. open house sessions)
Customer Activity
Step 2- Conduct research to know more about the charity and its way of work before
committing to donation
Company actions
● A dedicated telephone line where potential donors could call to schedule a visit
to the NGO to discuss any queries
● A dedicated website with substantial information on its origin, way of working
and impact the NGO has made in terms of hard data and life transformation
stories.
● Success rate report to show the tangible proof
● Social media presence to spread impact stories which can be shared within a
network
ch to
re is so mu
he
oint- T ing
Pain p Th at's tir y
rea d.
d I k n ow the
all an . But,
ha ve read it d cause
I g o o nd
re for icient a
are the re n o t e ff
they a this
what if y. ( th ere is
ne ave
me mo don't h
waste at N G O s
tion th ills to
percep a g e m ent sk
an
ject m ).
the pro r th e results
deliv e
Resolution-
● Not just win the heart but aim for the brain by showcasing project management
skills and well thought out strategy to tackle social issues.
Name- Apurva Singhai
Roll number- B43
● Make videos as an aid for further research instead of over relying on text
documents.
● Most of the NGOs rely on ' caregiver' archetype. However, to win the trust of
people', NGOs should explore ' creator' and ' sage' archetype to showcase their
process and efficiency.
● Social media websites as a tool to spread success stories
● An open day where potential donors can walk in and get their queries answered.
During Donation
Customer activity
Step 3- Now, I want to make a donation
Company actions
● online payment
● donation collection at their residences
● Option to choose monthly/recurring donation as well as one time donations
● Various slabs for donation
● Social media links to direct potential donors to donation page
● Crowdfunding platforms
● Proper and timely receipts which can be supporting documents for tax benefits
ction
lik e transa
eels
oint- F ial.
Pain p oth in g spec
and n safe?
m en t mode tion
Is pay
c u rr in g dona
re to
a m o k with uld n ot like
I se I w o
ut in tha ca b out wh
at's
b n d a
stay in
bli vious
w ith my pre
ning n.
happe donatio
month
Name- Apurva Singhai
Roll number- B43
Resolution
● Personalized acknowledgement methods for various customers based on
donation amounts. For example- Personalized thank you notes to minimum
amount donors and in person thank you to people who give above a certain limit.
● Dedicated posts on social media pages about their donors and how they are
changing this world for good.
● Monthly updates about the activities undertaken by the NGO and how the
donations have made it possible.
After donation
Customer activity
Step 4- Monitor the NGO's work and desire to get more engaged with it.
Company actions-
● Share impact stories regularly
● Invite donor to become a field volunteer to engage periodically or at your
discretion
● Volunteer acknowledgement via social media which can be seen by the person's
network.
● Open house for new and old donors to interact with NGO
ave
th e N GOs h
nce n't
oint- O hey do
Pain p n s , t
donatio med a
bout
got the e in f o r
keep m act.
care to na tio n's imp
my do
and
d m y money
st nee me an
y
They ju 't g iv e
on her
then d to be furt
un it y
opport ed.
engag
Name- Apurva Singhai
Roll number- B43
Resolution
● Keep the donor engaged by sending timely information about his/her donation
impact, make him feel part of the process and give him/her to engage in
volunteering and ideation activities.