GiveIndia, an internet-based platform for donations, was founded in Mumbai, India in 2000. Primarily, the company uses online tools in engaging with its donors and in attracting more donations to various NGOs in India. As social media communication gains track in India, the company's CEO wanted to come up with a strategic approach to utilize the same to its advantage. The company also engages in search engine marketing with Google Grants and looking into ways to optimize it. With an established presence on social media platforms such as Facebook, YouTube, LinkedIn, and Twitter, how can GiveIndia enhance its strategic focus on utilizing these platforms?
Sanjeev Tripathi and Shashank Bhasker
Harvard Business Review (W16048-PDF-ENG)
January 06, 2016
Case questions answered:
- What are the challenges in the Indian philanthropic sector? How does GiveIndia address these challenges?
- There are different elements to GiveIndia’s online marketing strategy. How can it be used in an integrated fashion to increase the number of donors?
- Has GiveIndia optimized its SEM program? What metrics can be used to evaluate the SEM program? What are your suggestions for improving the number of donations from the SEM program?
- GiveIndia finances its own operations by retaining 9.1 percent of the donations received from the SEM program and channeling the remaining amount to the concerned NGOs. If GiveIndia had to pay for the SEM program, would it be able to run the program profitably? Should it increase its margin from 9.1 percent to 20 percent? How could GiveIndia increase the lifetime value of its donors?
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GiveIndia: On the Net for a Cause Case Answers
1.) What are the challenges in the Indian philanthropic sector? How does GiveIndia address these challenges?
The nonprofit industry, to which GiveIndia belongs, saw its first serious assault from Indian firms in 2013.
The Indian Firms Act of 2013 went into force on April 1, 2014, requiring businesses to set aside funds for corporate social responsibility projects. It required companies to devote at least 2% of their annual net profit to corporate social responsibility activities.
Some people have spoken out against it, claiming problems include suppressed innovation and a general lack of clear guidelines and regulations.
However, the Indian nonprofit sector encountered issues such as:
- The primary objective was to ask people for donations.
- Fundraising must be conducted in an honest and transparent manner.
- Third, people who gave money expected “social incentives” of some kind.
In an effort to alleviate these problems, the following were brought up for discussion.
- People’s retainer payments would be under 10% for a long time.
- Second, win the Indian people over by showing them how their efforts are paying off.
2.) There are different elements to GiveIndia’s online marketing strategy. How can it be used in an integrated fashion to increase the number of donors?
Search Engine Marketing (SEM) had been optimized, yes.
The website’s straightforward layout made it…
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