SUMMER TRAINING REPORT

ON

“IMPACT OF SOCIAL MEDIA MARKETING

CAMPAIGN ON AASHMAN FOUNDATION”

Submitted in the partial fulfilment for the award of Degree of Bachelor in

Commerce 2019-2022

UNDER THE GUIDANCE: SUBMITTED BY:

MS. Pallavi Sharma SANYAM SINGH

(Assistant Professor), CPJCHS (01024288819)

Batch No. 2019-2922

CHANDERPRABHU JAIN COLLEGE OF HIGHER STUDIES & SCHOOL OF

LAW

An ISO 9001:2008 Certified Institute (Approved by Govt of NCT of Delhi

(Affiliated to Guru Gobind Singh Indraprastha University, Delhi)

Plot no. OCF Sector A-8, Narela, New Delhi-40

1
 DECLARATION
This is to certify that Report entitled “Impact of social media marketing on Aashman
Foundation” which is submitted by me in partial fulfilment of the requirement for the award
of degree B.Com (H) to GGSIP University, Dwarka, Delhi comprises only my original work
and due acknowledgement has been made in the text to all other material used.

Date: Name & Signature of Student

i
Certificate

ii
 Acknowledgement
I offer my sincere thanks and humble regards to Chanderprabhu Jain College of Higher
Studies & School of Law, GGSIP University, New Delhi for imparting us very valuable
professional training in B.Com (H).

I pay my gratitude and sincere regards to Mrs. Pallavi Sharma, my project Guide for giving
me the cream of her knowledge. I am thankful to him as he has been a constant source of
advice, motivation and inspiration. I am also thankful to him for giving his suggestions and
encouragement throughout the project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and
library staff for providing me opportunity to utilize their resources for the completion of the
project.

I am also thankful to my family and friends for constantly motivating me to complete the
project and providing me an environment which enhanced my knowledge.

Student’s Signature

iii
 INDEX

Declaration…………………………………………………………………………………..i
Certificate……………………………………………………………………………...……ii
Acknowledgement…………………………………………………………………………iii
CHAPTER 1: PROFILE OF THE ORGANISATION INTRODUCTION
1.1 Industry Overview……………………………………………………………………..6
1.2 Company Overview…………………………………………………………………...16
CHAPTER 2: RESEARCH METHODOLOGY
2.1 Literature Review……………………………………………………………………..24
2.2 Objective if the study………………………………………………………………….27
2.3 Research Methodology of the study…………………………………………………..28
2.4 Methods of data collection……………………………………………………………29
2.5 Limitation of the study……………………………………………………………….30
CHAPTER 3: ANALYSIS & INTERPRETATION OF DATA…………………………31
CHAPTER 4: CONCLUSIONS & RECOMMENDATIONS……………………………48
BIBLOGRAPHY…………………………………………………………………………52
ANNEXURE……………………………………………………………………………..54

iv
v
 CHAPTER 1
PROFILE OF THE ORGANIZATION INTRODUCTION

1.1 Industry Overview

6
 Social marketing is a process for influencing human behaviour on a large scale, using
marketing principle for the purpose of societal benefit rather than commercial profit.
Commercial marketing usually urges an exchange of money for the goods and services.
Social marketing usually asks an audience to change its practices in return for something of
value. The central challenges of any social marketing program is to establish an exchange
which satisfy both marketer’s needs and the target audience’s wants in addition to producing
an overall societal benefit.

People, organizations and government are experiencing new innovations of technology. The
development of this technology can greatly support NGOs work through social media.
Online social networking has become a popular work tool among NGOs. These
organizations are increasingly embracing social networks in order to promote awareness,
recruit followers and raise money

Social media marketing programs usually center on efforts to create content that attracts
attention and encourages readers to share it with their social networks. A corporate message
spreads from user to user and presumably resonates because it appears to come from a
trusted, third-party source, as opposed to the brand or company itself. Hence, this form of
marketing is driven by word-of-mouth, meaning it results in earned media rather than paid
media.

Social media has become a platform that is easily accessible to anyone with internet access.
Increased communication for organizations fosters brand awareness and often, improved
customer service. Additionally, social media serves as a relatively inexpensive platform for
organizations to implement marketing campaigns.

Social media marketing tools

Besides research tools, various companies provide specialized platforms and tools for social
media marketing:

Social media measurement

Social network aggregation

Social bookmarking

Social analytics

7
Automation

Social media

Blog marketing

Validation

Different methods of social media marketing

Social network marketing is popularly called as Internet marketing. Today you can find many
ways for internet marketing. Many people who enter this online marketing are less worried
because of its guaranteed success. If you see in Internet totally all types of products has been
marketed online without much effort. Internet attracts many business people to promote their
business online. Social network marketing is grown to such a height that today many people
can't earn without it.
Some of the most recognized network marketing tools are Face book, My Space and
LinkedIn. Twitter became regular place for people who have newly entered the field of social
network marketing.
1. Blogging: When you start Blogging or posting your data about any product, you can see
less response from clients. Later it will become big business via blog. Websites and blogs are
most powerful tools for social network marketing when matched with other networking tools.
Blog is an amazing tool which provides many other facilities in addition to just marketing
your business. It also helps you to communicate with other clients in case if you have any
problems.
2. Personal website or blog: It is important to have private website if you are a freelancer.
Your website will help your clients to know about you and it will make them clear that you
are a serious freelance marketer and help to make huge revenue via online marketing.
3. Article selling: It is also best and cheap internet marketing method. It is a mode of
advertising our trade just by writing articles and attracting endless number of users across
world. We usually sell our articles to different article database websites and article
directories. Today it provided free business to many advertisers and publishers and they are
really benefited through their articles.
4. Email sending: Electronic mail sending is the best way to marketing. Collect list of email
addresses through portfolio websites and email about your business to all internet users. Your
Email should be attractive in such a way that your recipient will be impressed to get back to
you.

8
5. Use social networking websites: Social networking websites like Twitter, face book can
be used to promote your sales. These provide best platform for all who are thinking of online
marketing.

6. Video promotion: Use several video distribution websites for your marketing. These
websites uploads your service to the whole world. All that you need to do is film a video
about marketing and send it to video uploading sites like You Tube. It seems it is the easiest
way of marketing than any other modes since many people will be interested in view videos
rather than word form of advertisement.

7. Press Release or media release: It attracts several public clients and increases relationship
among them.

8. Search Engine Optimization: It improves the traffic to your website by providing quality
web content. It uses RSS feeds and many SEO techniques.

General Social Networking Statistics

• 62% of adults worldwide now use social media
• Social networking is most popular online activity, with 22% of time online spent on
channels like Facebook, Twitter and Pinterest
• 65% of the world‘s top companies have an active Twitter profile
• 90% of marketers use social media channels for business, with 93% of these rating social
tools as ―important‖
• 43% of marketers have noticed an improvement in sales due to social campaigns
• 72% of marketers who have worked in social media for three or more years said that they
saw a boost in turnover due to social channels (the longer you‘re working in it the better you
get)
• 91% of experienced social marketers see improved website traffic due to social media
campaigns and 79% are generating more quality leads.
• The average time spent by marketers on social media is 1-5hrs per week for those just
getting started and 6+ hours per week for those with 3+ years of experience.

• The most popular social networking tool for marketing is Facebook – being used by 92%,
followed by Twitter (84%), LinkedIn (71%) and blogs (68%)
• LinkedIn is 4X better for B2B lead generation than Facebook and Twitter.

• 47% of customers are somewhat likely to purchase from a brand that they follow or like.

9
Why to use social media to promote any project:

1. It will help you reach out to potential donors, social workers and other users – First and
foremost social media sites are a platform for social interaction. Every post you make on a
social media platform is an opportunity for customers to convert. When you build a
following, you’ll simultaneously have access to new customers, recent customers, and old
customers, and you’ll be able to interact with all of them. Every blog post, image, video, or
comment you share is a chance for someone to react, and every reaction could lead to a site
visit, and eventually a conversion.  That is posting about your product or work on these sites
help you reach out to a ton of users. These users can be users who are already aware of your
work or they could also be potentially your new users. These new users can be reached out
and made aware of your work/product by posting on these sites.
2. Prompt action to user feedback – If the user has any feedback regarding your product,
service or content social media is an excellent place for users to get in touch with you. Also,
your prompt action and active response to these feedbacks are viewable to other users you
might or might not share the same kind of feedback. Hence they also are made aware of your
response to feedback. Study after study has shown that consumers /users appreciate

10
organisations that respond to feedbacks (and users don’t hesitate to rant online to anyone who
will listen when organisation don’t take the time to make things right).
3. Increases Website Traffic– Social media is also a major plausible cause of traffic generator
for your actual site. When you share blog posts, videos and other content from your website,
you give your audience a reason to click through and visit your site. Once there, you have the
opportunity to inspire those visitors to take action by inviting them to sign up for your
mailing list or call to schedule a free consultation. Install traffic monitoring service, such
as Google, and if you are committed to your social media efforts, you will clearly see that
social media brings traffic. Also, make sure that your visitors receive a clear call to action
when they visit your site so that you can convert that extra traffic into regular
users/customers.

How to use social media for promoting any Project:

1. Decide your goal and plan your content accordingly: There are various marketing or
promotion goals from which you can create the mix that you want. From creating your
presence on the internet, to connect with old or current users, to finding new users or simply
keeping up with the competition. Before you get started with social media, you should
prepare a list of goals you want to achieve from this exercise. Break these goals into smaller,
achievable and trackable items and plan your content accordingly.
2. Use Data and Facts: along with mentioning your NGOs story and best practices, make sure
you use some facts and figures related to your mission. This will make the users understand

the severity of the social cause that you address.

3. Be Consistent: You need to budget time to do social media. How much time is up to you,

but understand you’ll be taken far more seriously if you’re active on a daily or bi-daily basis.
Yes, you can shut it down for a day, weekend or take a break without threatening your good
standing. The caution to take is if you merely check in with a post now and then, you
probably won’t be taken seriously.
4. Share or comment on other’s content: Like in the real world, in the virtual world building,
a network helps in various ways. You can start building a network by sharing and
appreciating other’s content. Social media is very much reciprocal. People notice and
appreciate it when you take the time to share their blog posts, images, videos, etc., and will

11
likely return the favour. Not only sharing but commenting on other’s content can help you

build a reputation in social media.

Reasons to connect NGO’S with Internet:

Social media has become an integral part of our daily lives. Almost everybody who has
access to the internet also has an account in one of the many social media networks that exist.
For this reason, NGOs should not pass the chance to use them for their causes as well. In this
section, we will take a detailed look on Facebook and the many reasons, why NGOs should
have a profile with this social network. Social Media for NGOs always starts with a Facebook
account.
Social media for NGOs offers a great chance to present their work to the outside world and to
get into contact with their supporters, their beneficiaries and other people interested in their
work. These profiles do not have the same function as a website though, as they are – as the
name already suggests – much more social. It is important to use this social and interactive
side to engage with the audience and make them a part of the work. Only in this way, social
media profiles have an extra benefit for NGOs.

On social media, you can share pictures, short texts and little videos that give an insight into
your work instantly. You have the chance to get in contact with people who want to know
more and will get direct feedback for your work. You can also network with others working
in your area or with potential donors through your social media profiles. With new tools that
are becoming more common now, it is even possible to directly fundraise through social
media. So, if your NGO has the need to present the work you do to the outside, using social
media channels makes a lot of sense to tap into the potential that lies here.

 Exposure- Facebook has over two billion users. Signing up for an account for any
NGO gives the potential exposure to many people who otherwise would never get to
know about your project. We have already talked about the importance of important
websites , but through a Facebook profile, it is much easier to get exposure for your
work. To find your homepage, people already need to know about your organization

12
 or at least search for it with very specific terms. Facebook gives you more chances to
share your work throughout your network and then through the network of your
followers.
 Direct connection to audience- Sometimes it is very difficult to get a direct connection
to the people you want to work with or the ones you want to inform about any project.
Internet is a great way to get direct feedback for work. If anybody post a picture,
people will comment on it. If you post a link to any website, they will learn more
about the project and share their thoughts in the comments. It is an easy and great way
to find out if the project is creating a buzz or if no one is really interested in any work.
You can ask questions and create a direct connection to any audience – something that
is very important to deliver good work.
 Sharing any work- Facebook is a very easy way to share your work with
your benefeciaries or people who want to support you. Sometimes you only have a
small update that would otherwise not make it to your homepage – Facebook is the
perfect medium for this. We can share pictures and short videos of your work and
your progress and keep your supporters updated. If you end up writing an article on
your homepage about the progress of your projects, you can link to this article and
make sure that many people read it. Sharing work in progress makes your followers
feel closer to the project and in the long run, makes them more likely to support it.
 Sharing information about any event- Internet has a great feature to plan and share
events with the audience. If you have a fundraiser, an informational event or the
inauguration of any project – you can plan and share this on Internet and make sure
that everybody who needs to know about it gets the information. You can even
directly invite people via Facebook.
 Network- Networking is very important in the world of fundraising. On Internet, you
can not only connect with other NGOs that could be potential partners but also with
donors, professionals from your field and potential supporters. When you follow
donors on social media, you will get to know much better what they actually want to
fund and where their work leads them. Sometimes it can be a great way to get into
contact when you comment and share posts and connect this way. Tagging partners
and supporters make sure that you extend your network and let people know about
your work and your connections.

13
  Posting pictures and videos- Internet gives you the possibility to easily post visual
media – pictures and videos. These cannot always be posted to a similar extent on the
homepage. If people have a real idea of your project, they are much more likely to
support your project. This is one of the great plus points of social media for NGOs.
Pictures and video are the perfect way to invite people to take a closer look and
understand your project. They are an important tool in storytelling and create an
emotional connection.

Goals of social media Marketing:

1. Bringing traffic to our website- Using available social media tools, users endorse
approved content for their peers. As soon as an active user of a social news site or
influencer discovers a piece of content and spreads it, word of mouth commences.
The idea is a viral spread, which is heightened by online communities and the cross-
pollination of content on other social media sites.
2. Making consumer brand aware- Obviously, a strong market presence is beneficial for
getting business from customers who need your product or service today. However,
creating brand awareness today can also help you in the future. Consumers who
become aware of your brand now, even if they aren’t actively seeking your product or
service, are likely to remember you in the future and seek you out when they actually
do need your product or service. If you leave a positive first impression on your
diverse audience, you will likely reap benefits from exposing it to your product early,
especially since one of the key ideas of social media marketing is recommendations:
the idea behind social media is that friends recommend links, websites, and products
to their peers.
3. Driving conversions- Given a compelling marketing strategy and creative
demonstration, social media marketing can lead people to purchase the desired
product or service. On the contrary, a poor marketing demonstration will likely cause
the consumer to distance himself from the advertised product. Consider this logic: if
you are selling a software product offering and decide to innovate with a poor-quality
video laden with mistakes and monotonous voiceover, how likely is that video to
contribute to increased sales? Presentation and layout are crucial in social media
marketing.

14
Importance of social media marketing:
1. Fascilitates in natural discovery of new content- Content crafted properly can be exposed
to hundreds of new website visitors, from the casual surfer to the extreme enthusiast, in a
very spontaneous fashion. Unlike paid advertising, which is forced upon web surfers, social
media lets visitors view content that is not necessarily associated with commercial intent. If I
like a website because the marketing piece is hip, innovative, and genuine, I’ll pass it on to
my peers using social media sites and they’ll pass it on to their peers because they also like it.
Content can reach thousands of new eyeballs quickly without interfering with traditional
marketing, but social media marketing does not interfere with other marketing strategies,
either.
2. It boost traffic number- Traffic comes to websites from sources other than search engines,
and many of those sources include social media sites. Once you have established yourself as a
community participant worth following, people will be interested in what you have to share
and will likely pass relevant your blog posts, videos, or articles onto their peers.
3. Helps in building stronger relationships- If you are genuinely paying attention to members
of the communities that are part of your marketing message (or not even associated at all),
you can build strong relationships when you take the time to respond to concerns or feedback.
Even communities that are not necessarily related to your company, brand, product, or
service offering have members who may individually be interested in knowing more about
you and what you have to offer. And since it is so easy to spread your message via word of
mouth online, if you really leave a good impression on those who you interact with on a
regular basis, it’s almost certain that they will recommend you to a peer who is seeking your
service or product— that is, if they believe in it (and you!)
4. Generates Leads and sales- Efforts put into social media marketing can also pay off with
an increase in sales. Although every business can benefit from this, small businesses which
have limited marketing budgets can particularly profit from social media as a source of
revenue. One of the most common ways to do this is by using social media ads that are
targeted towards a specific audience. This will show your ads only to people who would be
genuinely interested in buying your service or products. You can also analyse the
performance of these ads to see how effective they are.

Disadvantages of social media marketing:

15
1. Negative Feedback and Tarnish Brand Name- Being on social media means exposing
yourself publicly to all kinds of people who may or may not have the intention of
coming across or seeing your brand. With the internet being easily accessible more
than ever before, there are people who always aim to damage one’s reputation. If your
business is unknown or just starting to gain momentum, the chances are of getting an
attack are more likely.because it’s so easy to comment or engage, anyone can easily
write negative comments on your business.
2. Heavily rely on ads- Ads, Ads, Ads everywhere! We know everyone is frustrated at
ads, me too. In today’s online marketing, ads dominate. With its ability to target
specific audiences based on various parameters in-depth, it’s what makes it such a
powerful tool to generate leads online. (Disadvantage for small business).
3. Low ROI- Another main negative of social media for business. ROI from social
media marketing is probably one of the lowest in online marketing strategies. You
have to put both time, effort and money to really make things work. In social
networks, only the die-hard fans stay. And if your brand or business is not well aware
of a particular group of people or locations, no one is really going to be your true die-
hard fans, trust me. So it’s really time-consuming to actually create that kind of
audience unless you are well known.
4. Time Consuming- One big misconception people have about social media is that: It’s
FREE. There are several free or low-cost social media tools available, but you have to
deploy a substantial amount of time to understand and learn the usage. Time is not
absolutely free. Companies who have implemented social media activities on their
marketing strategies successfully understand how much time it takes to learn and
implement all of them.
5. Difficult to measure- Measuring your marketing effort on social media is just more
difficult and complicated than it sounds. This particular con of social media marketing
is what many business owners will have to face. At one point, you’ve got likes,
comments, retweets and followers all over the place, at another point, you simply
can’t pinpoint exactly whether these aspects really matter for your effort.
6. Security & privacy related issue- One of the biggest negatives of social media
marketing is the security and privacy-related issues. When you’re using social media
platforms for advertising, you basically need to surrender your information, both
public and personal, in order to get the most out of your marketing effort.

16
1.2 COMPANY OVERVIEW:

 Aashman Foundation is a joint-efforts from a group of human towards Humanity with

mission that every weak human must have support so that he or she must recover from hard
time with positive energy and in skilled way. Team Aashman is always in some mission by
working wholeheartedly towards empowering women from society so that they can live with
pride and respect and most important empowered with some skill and capacity to portray her
thoughts to world and contribute in her way. Another big concern area of focus is Health
Empowerment for Team Aashman as unfortunate human falls in with critical diseases like
Cancer & Kidney related problem which is quite high these days and the Major gigantic
black hole is Malnutrition in 0 to 6 years along with pregnant females in the different
segment of society. The dream of Aashman Foundation is to work unconditionally on
Women Empowerment, Single Income families and underprivileged children through
relevant healthcare, innovative education and environmental based livelihood programs. For
an organisation which started its operations just over a year ago, it is breathtaking to see how
far they have come. AASMAAN Foundation is one of the largest youth run NGO in
Ahmedabad with its operations extended in the city of Bangalore. It has been working since
2009 for under and less privileged children in the field of education, health and rights. It
works with a vision to create a society where children can prosper to their complete potential
and enjoy equality in its true essence. AASMAAN promotes the culture of kindness and
wants to instill the sense of giving back to the society amongst modern youth.
17
Aashman Foundation is a Non profit Organization which works for the upliftment of the
families of single income widows which makes it one of the kind. It not only supports the
womenfolk but also help them built skills which would enable them to become the bread
earners of their family. Skills like Stitching, beauty parlour, patient care, computers etc are
taught by the NGO.
Menstruation or commonly known as periods is the monthly cycle of bleeding. Every month
a women’s body prepares for pregnancy and in case no pregnancy occurs, the womb sheds
the lining. This process takes 4-6 days normally. To ease the process we use sanitary napkins
which soak the blood. The usage of sanitary napkins has proven to be easy as well as
hygienic.
It is said that India lives in many centuries at the same time. And it is proven every day by the
women of India. While the middle class and the upper class have the privilege of comfort and
hygiene when they are menstruating, the lower class sadly does not.
 Even today many women in villages resort to old cloths, grass and even ashes. This is not
only uncomfortable but also a grave danger to the health of those women.
While Covid rages across the country, we tend to forget the many problems we had before
this pandemic arrived at our door step. Women of India suffer from the problem of
unawareness which takes a toll on their health. If not taken care, this unhygienic way can
even lead to many diseases and ultimately affect the families too. If they apply grass and
ashes, the cleanliness is not taken care off and also it has long term affect the health of the
women which would result into many diseases and the infants and children in the family
would suffer too. This makes it imperative for us to help such women to have a better reach
of sanitary napkins.
Let’s be ready for Red a campaign by Aashman Foundation’s.  The aim of the campaign is to
distribute Sanitary napkins as well as underwear to the women who are underprivileged and
do not have the means to purchase such commodities.
The campaign rests at the heart of the issue that many women in India do not even have the
privilege of owning underwear and helping them understand more about hygiene would lead
to a better standard of living.
The Voice Brand  Ambassador of the foundation is VJ Aman. She has played a pivotal role in
the campaign as she voices the concerns of such women through her videos being a video
jockey in film industry and helps spread awareness of the campaign on the social platforms
which helps the campaign to gain momentum in the public eye.

18
Aashman Foundation and VJ Aman had gone to the village of Haryana named Toka. They
help bring the ground reality in the public domain which happens to be entirely different from
the government stated facts. It was said that 80% of the women are aware about the usage of
sanitary pads but only 30% use it. But in the village of Toka, 0 women had sought to the
usage of sanitary napkins because they didn’t own underwears. The foundation distributed
many underwears as well as sanitary napkins  to the women living in the area. Many such
endeavors are planned by the foundation in the coming times to help the cause of sanitary
napkins.
While we sit in the comfort of our homes while in pain , it is important to realize that many
women do not have the comforts of going back to their places as the means of earning their
bread is hard. And to do labour in pain is not an easy task. To help them ease their pain, we
can donate sanitary napkins and underwears. This may help them have a better life and a
better hygiene and a better health

Social media for NGOs offers a great chance to show their work to the outside world and to
get into connect with their supporters, their beneficiaries and other people interested in their
work. These profiles do not have the same function as a website though, as they are – as the
name already suggests – much more social. It is important to use this social and interactive
side to engage with the audience and make them a part of the work. Only in this way, social
media profiles have an extra benefit for NGOs.

On social media, you can share pictures, short texts and short videos that give an insight into
your work instantly. You have the chance to get in contact with people who want to know
more and will get direct feedback for your work. You can also network with others working
in your area or with potential donors through your social media profiles. With new tools that
are becoming more common now, it is even possible to directly fundraise through social
media. So, if your NGO has the need to present the work you do to the outside, using social
media channels makes a lot of sense to tap into the potential that lies here.

Vision:
1.With the help of common man, Corporates & Established Institutions it create values

19
2. It enhance skillful environment & Uplift social & Financial level into the different segment
of society & Bring change into the lives of people with the Emotional, Financial & Social
development Support so that they can feel and be Empowered.

3.Human life is the most valuable asset of any Nation. They go extra mile to help the
underprivileged human being to support them into the Health segment and prevent them from
the evil of malnutrition into children (0-6 Year), pregnant females & surviving income less
family members after dismissal of only earning hand.

4. Furthermore they try to increase the expectancy of life for the people who are suffering
from unfortunate diseases like Cancer & Kidney related Issues. Mission: The dream of
AASHMAN Foundation is to work unconditionally on Women Empowerment, Single
Income families and underprivileged children through relevant healthcare, innovative
education and environmental based livelihood programs. Values: Truth ,Trust &
Transparency.

5. Almost 1/3rd of India's population still lives below the poverty line. The only magic trick
to uplift all of them is good education which can provide them good employment. They
constantly strive for this so that the children can get better lives and uplift their families out
of poverty.

6. Aashman Foundation is committed towards making education more accessible to each and
every child who constitutes a valuable member of this society. As responsible stakeholders of
this society, it is their mission to ensure that no child if bereft of an opportunity to learn and
immerse themselves in the enchanting world of books.

There are countless social media platforms out there. The most known ones are
probably Facebook, Instagram, Twitter, and You tube, but this list doesn´t even scratch the
surface of what exists. The first instinct is often to open accounts on all these well-known
platforms and sometimes even some additional ones. But be careful with this, as more is not
necessarily better. Before you open a new profile, you should ask yourself carefully what you
want to achieve with it, how much time you can invest in managing them and what your
target group is.

Some social media platforms are more geared towards younger people, some towards middle-
aged. If you want to be known better amongst a very young target group, a Snapchat profile

20
makes sense, if you want to present your work to potential donors, it would actually hurt
more than do you good. The same goes the other way around if you only publish on
Facebook, you will not reach a very young target group.

Make it a group decision to decide which platforms you want to use for your NGO. You
could start with one, i.e. on Facebook, and then see how it goes before you start the next
ones. Make sure that you are clear about the audience you want to reach and if that audience
would use that specific platform you are thinking about. A good way to find out if a platform
would be a good fit is to check their user statistics for your country. Be aware that this might
change depending on location as well, i.e. in Europe and the US, Facebook is used less by
young people Also, consider the time and resources you can invest in social media
management. Opening a profile is only the first step, afterward, you have to maintain it and
constantly fill it with content. If you have very limited resources, limit your social media
profiles as well. It is always better to have no account than to have an un-kept one.

Discuss with your team which profiles you think could benefit your mission and who would
manage them. It is always a good idea to work on a manual early on, so everybody knows
how to run your accounts.

Working Of aashman Foundation:

. Child mentor Programme- Child Mentor Programme (CMP) is an initiative to connect

directly with the kids. Each volunteer selected for the CMP will be given full responsibility of
1 kid studying either in municipal school or private schools but having a poor socio-economic
back ground. The volunteer will have to look after the education, health, regularity at school
and social aspect of the child. She/he will have to dedicate a minimum of 3 hours a week i.e.
12 hours/month (Preferably 3 hours every week) towards his/her respective student.

. Aashman teaching project- AASMAAN Teaching Project (ATP) is a regular teaching

project where the volunteers teach the basics of English, Gujarati, Maths, Hindi and Science
to the children studying in different standards. The classes are held daily by the teachers and
volunteers for the children at our 3 centres located at Paldi, Motera and Gurukul.

. Aashman community development- AASMAAAN Community Development project aims

at helping the residents of it's 3 centres to expand/improve their business. We intend to help
the families of those kids who we teach, observing and understanding their work and

21
lifestyle, identifying gaps in their business and helping them grow. This help the families to
increase their revenue which in turn help them to provide better facilities to their kdis and
fulfil their education. Their focus is also on improving the hygiene and communication skills
of the slum residents thereby contributing a 360 degree upliftment of the people and society.
With theoretical knowledge of marketing and brand building, our volunteers in real time
scenarios gain an in-depth understanding of the different aspects of business and the barriers
faced by the community, thereby, identifying the latent growth opportunities, helping them
bridge the gap and as a result help them grow.

. Food for thought- Food For Thought started back in the year 2013 as a fund raising event.
Our volunteers set up a temporary food stall for 10 days in this event on the hustling youthful
and vibrant IIM road. Different food items are prepared and sold by the volunteers in the stall
for 10 days and all profits are donated for our various grass-root projects like notebooks
distribution, child mentor project, etc. Food For Thought is one of our main fund raising
events and all the funds generated are used for upliftment of the children in our 3 centres.

. Lets go shopping project- Let's Go Shopping is a real-time simulation of the shopping

experience, wherein underprivileged kids purchase the goods using playing (fake) money. It
is an opportunity created to give them a chance to learn the importance of money, expense
management and most importantly, a chance to realise their personal preferences. The goods
like clothes, toys, footwear, stationery, etc. are collected from all across each center and
sorted as per sizes. A display is than set up of all these goods and kids shop through them.

Goals of Aashman Foundation:

a) Widow support- The NGO supports widows by providing them with monthly grocery,
medical treatment, and also education to their children. Apart from this they support
them through their project called Socio-Economic Empowerment of Women. They
provide them with rural based skill training to make them self sufficient and further
aide them manage credits so that they can safeguard their hard earned money and
multiply their savings. Upliftment of widows socially and financially is one of their
primary objectives.
b) Women Empowerment- they promote or undertake activities for the promotion of, or
to provide credit as an instrument of socio-economic change and development
through the provision of financial and social development services for the upliftment
of women. They support women to become independent in spirit, in thought, in action

22
 and have full control over their lives rather than be the victim of the actions of others.
This particular project by the organisation aims to achieve socio-economic
empowerment of women through their operational units.
c) Development support- It enhance skillful environment & Uplift social & Financial
level into the different segment of society & Bring change into the lives of people
with the Emotional, Financial & Social development Support so that they can feel and
be Empowered.
d) Education- Aashman Foundation is committed towards making education more
accessible to each and every child who constitutes a valuable member of this society.
As responsible stakeholders of this society, it is their mission to ensure that no child if
bereft of an opportunity to learn and immerse themselves in the enchanting world of
books.
e) Quality of education- The condition of a majority of the schools in India is not in a
state that can promise a good learning environment to the children and ensure their
overall development. This hampers the overall effectiveness of a school. By
improving the infrastructure of schools and enabling them with the basic
requirements, the children get a considerably good environment to identify and
improve their skills. This area is addressed by the Aashman Foundation (FA) project.

23
CHAPTER 2

24
 RESEARCH METHODOLOGY

2.1 Literature Review

A literature review is a comprehensive summary of previous research on a topic. The

literature review surveys scholarly articles, books, and other sources relevant to a particular
area of research. The review should enumerate, describe, summarize, objectively evaluate
and clarify this previous research.  It should give a theoretical base for the research and help
you (the author) determine the nature of your research.  The literature review acknowledges
the work of previous researchers, and in so doing, assures the reader that your work has been
well conceived.  It is assumed that by mentioning a previous work in the field of study, that
the author has read, evaluated, and assimiliated that work into the work at hand. A literature
review creates a "landscape" for the reader, giving her or him a full understanding of the

25
developments in the field.  This landscape informs the reader that the author has indeed
assimilated all (or the vast majority of) previous, significant works in the field into her or his
research.  "In writing the literature review, the purpose is to convey to the reader what
knowledge and ideas have been established on a topic, and what their strengths and
weaknesses are. The literature review must be defined by a guiding concept (eg. your
research objective, the problem or issue you are discussing, or your argumentative thesis). It
is not just a descriptive list of the material available, or a set of summaries.

1. Kaplan and Haenlein (2010) define social media as “a group of Internet based
applications that build on the ideological and technological foundations of Web 2.0,
and allow the creation and exchange of user generated content.” Sinclaire and Vogus
(2011, 294) cite O’Reilly’s (2005) definition: “social media is a broad term that
describes software tools that create user generated content that can be shared.”
However, there are some basic features necessary for a website to meet the
requirements as a social network website: the site must contain user profiles, content,
a method that permits users to connect with each other and post comments on each
other’s pages, and join virtual groups based on common interests such as fashion or
politics. The phrase social networking sites’ is often used interchangeably with social
media. However, social media is different because it allows participants to unite by
generating personal information profiles and inviting friends and colleagues to have
access to those profiles (Kaplan and Haenlein 2010, 63). Thus, social media is the
environment in which social networking takes place and has altered the way in which
consumers gather information and make buying decisions. Consumer technology
readiness is important for retailers to remember when marketing on social networks
because if their intended target market does not use social media, is not familiar with
it, or perceives it negatively, then their social media marketing will be unrewarding.
Analysis of technology readiness can determine if marketing via interactive
advertising would be a good fit for a retailer’s target market.
2. Edelman (2010) in a study for Harvard Business Review, discusses how the Internet
and social marketing has changed not only the way businesses operate but also how
consumers choose their products. It takes the reader through the funnel metaphor that
was previously being used by marketers to understand how consumers select their
products and how this has moved to a more open-ended approach whereby consumers
no longer follow a methodical approach of selecting products. It stresses how

26
 important it is for brands to connect with consumers and it also studied the consumers'
decisions across five different industries, namely automobile, skincare, insurance,
mobile telecommunications and electronics, across three different continents. Based
on the results of the study, it proposed a four-stage model that focuses on today's
consumers using social media for advocating products and also purchasing based on
the reviews and backing received. The research takes the reader through the entire
customer journey and informs businesses what they should not focus energy and
resources on. Providing statistical information about various surveys enables
organizations to identify the key areas they should concentrate on in order to build a
solid brand image online. 10. A comprehensive study conducted by BusinessWeek
(2009) discusses social media hype and the disadvantages that may affect any
business. The study illustrates the potential risks social media marketing poses. If
employees waste their time on social networking sites instead of on productive tasks
in the interests of the organization. It also forewarns of blunders that could have a
profound negative impact on the business itself. Providing evidence of failing of
many social media campaigns, the study cites the example of one such campaign by
Saatchi & Saatchi's campaign for Toyota Matrix, which led to a lawsuit of $10
million. The study also states that it is hard to quantify the outcomes that social media
creates, such as trust and loyalty.
3. Scott (20013) states the reasons for brand promoters preferring online web for
marketing is that the tools, techniques and content are constantly evolving. The buyers
reward creativity by responding to the online efforts like If you are open to trying out
new things, you can be first in your industry to use something new to communicate to
your buyers‖. Marketing in some social networking websites are still the most popular
in their niche. Shih (2009) says that there are hundreds of millions of active users
across sites like Face book, Hi5, Orkut and MySpace. 2.6 billion min are spent on
Face book each day. These websites are enabling brands to engage the right people in
the right conversation at right time. Marketing the brands through social media is
becoming precise, personal, interesting, interactive and social.
4. Kotler(2013), posed some questions in order to assess the state of marketing
acceptance in non-profit organizations. He asked about the response of non-profit
administrators to marketing, whether they are interested, aware or enthusiastic, and
whether they know how to use marketing in their organizations. Results indicated that

27
 marketing lagged dramatically in adoption by non-profit organizations, compared to
other business practices like accounting, financial management, and formal planning.
Even when adopted, the term “marketing” was used to mean primarily hard
promotion, where many non-profits “rushed into marketing with more enthusiasm
than understanding”.
5. Salamon and Anheier (2015) in their efforts to analyse non profit sector in thirteen
countries, defined the term ‘non profit sector’ as a wide variety of institutional types
that vary in their basic composition depending from place to place. Sometimes,
nonprofit sector is referred to as a third sector: neither governmental, nor business, but
characterized by its orientation toward social responsiveness. Non profit
organizations are defined as organizations that exist for the benefit of the society, for
providing physical goods and services, not for gain or profit, as a result, do not
distribute profits or surpluses to shareholders or members (Sargeant,1999).
6. Weinberg(2016) The main advantage of social media marketing is cost-related. The
financial barriers to social media marketing are quite low compared to others. The
majority of social media sites are free to access, create profile and post information.
Whereas traditional marketing campaigns can cost millions of dollars, many social
media tools are free even for business use. Businesses can run highly successful social
media marketing campaigns on a limited budget. The advantage of reaching your
targeted market for little or no cash investment is substantial, and the audience
wanting your information voluntarily joins or follows you. Pay-per-click
advertisements on sites such as Facebook are "geo-targeted" according to specific
criteria, to reach the correct audience. The viral nature of social media means that
each person who reads your posts has the capability to spread the news farther within
his own network, so information can reach a large number of people in a short time
7. Edelman (2016) in a study for Harvard Business Review, discusses how the Internet
and social marketing has changed not only the way businesses operate but also how
consumers choose their products. It takes the reader through the funnel metaphor that
was previously being used by marketers to understand how consumers select their
products and how this has moved to a more open-ended approach whereby consumers
no longer follow a methodical approach of selecting products. It stresses how
important it is for brands to connect with consumers and it also studied the consumers'
decisions across five different industries, namely automobile, skincare, insurance,

28
 mobile telecommunications and electronics, across three different continents. Based
on the results of the study, it proposed a four-stage model that focuses on today's
consumers using social media for advocating products and also purchasing based on
the reviews and backing received. The research takes the reader through the entire
customer journey and informs businesses what they should not focus energy and
resources on. Providing statistical information about various surveys enables
organizations to identify the key areas they should concentrate on in order to build a
solid brand image online. 10. A comprehensive study conducted by BusinessWeek
(2009) discusses social media hype and the disadvantages that may affect any
business. The study illustrates the potential risks social media marketing poses. If
employees waste their time on social networking sites instead of on productive tasks
in the interests of the organization. It also forewarns of blunders that could have a
profound negative impact on the business itself. Providing evidence of failing of
many social media campaigns, the study cites the example of one such campaign by
Saatchi & Saatchi's campaign for Toyota Matrix, which led to a lawsuit of $10
million. The study also states that it is hard to quantify the outcomes that social media
creates, such as trust and loyalty.

2.2 Objective of the Study:

1. To know the concept of social media marketing

2. To connect more & more people to this organisation for more support through social
media.

3. To study the impact of social media marketing to this organisation

4. To know working environment of Aashman Foundation through volunteers of AF.

2.3 Research Methodology of the study:

Research plays vital role in human as well as organizational life. Research is the need of
today’s era as in each and every sphere of life research helps us in getting & understanding
the problems with their appropriate solutions. Research is nothing but search for real and
original knowledge, no doubt that research might be for personal, societal, organizational and
for many more purposes. As far as the scope of research is concerned, the scope of research is
very wide, almost in each and every sector either it is Automobile, Seeds, Fertilizers,
29
Pesticides, Chemicals, Construction, Rubber, Metal, Banks, Service sector, Education,
Media, Travel & Tourism, research is unavoidable task. A research can lead to new
contribution to the existing knowledge. Research is done with the help of study, observation,
analysis, experiment and comparative study. The business world today is becoming
increasingly competitive & many companies are finding it difficult to sustain competitive
advantage in today’s markets as more and more new entries are competing in the market 1 .
In today’s stiff competition, every company is trying to fulfill its objectives, but due to
uncertainty, the results & outcomes may differ. In such circumstances, by doing Business
research the company may get solution or either discovers the reasons of failure. Business
research is a systematic way to collect information and get the accurate knowledge with a
methodology so that the derived knowledge can be used to make decisions. In short, business
research is a process of planning, acquiring, analyzing and disseminating relevant data,
information, and insights to decision makers in ways that mobilize the organization to take
appropriate actions that, in turn, maximize business performance.

Data Collection Techniques:

Primary Data The primary data has been directly collected from the respondents through
interviews, observation and questionnaires. The questionnaire of customers consisted of 26
questions.
The sources of primary data are usually chosen and tailored specifically to meet the demands
or requirements of particular research. Also, before choosing a data collection source, things
like the aim of the research and target population need to be identified.

Sampling In present study, the researcher has collected primary data by filling structured
questionnaire from customers and taking interview of dealers of Marathwada region. The
primary data was collected through Survey method. To get feedback from the customers the
500 sample size was decided from Sonipat region.

 I have done primary data analysis for this project

Secoandary Data refers to data that is collected by someone other than the user. Common
sources of secondary data for social science include censuses, information collected by
government departments, organizational records and data that was originally collected for
other research purposes. Primary data, by contrast, are collected by the investigator
conducting the research.

30
Secondary data analysis can save time that would otherwise be spent collecting data and,
particularly in the case of quantitative data, can provide larger and higher-
quality databases that would be unfeasible for any individual researcher to collect on their
own. In addition, analysts of social and economic change consider secondary data essential,
since it is impossible to conduct a new survey that can adequately capture past change and/or
developments. However, secondary data analysis can be less useful in marketing research, as
data may be outdated or inaccurate.

2.4 Methods of data collection:

1. Qualitative Research Method 

The qualitative research methods of data collection does not involve the collection of data
that involves numbers or a need to be deduced through a mathematical calculation, rather it is
based on the non-quantifiable elements like the feeling or emotion of the researcher. An
example of such a method is an open-ended questionnaire.

2. Quantitative Research Methods

Quantitative methods are presented in numbers and require a mathematical calculation to
deduce. An example would be the use of a questionnaire with close-ended questions to arrive
at figures to be calculated Mathematically. Also, methods of correlation and regression,
mean, mode and median.

Need for the study:

1.   To promote local initiative and problem solving through their work in a broad array
of fields – environment, health, poverty alleviation, culture & the arts, education, etc.
2. To enable citizens to work together voluntarily to promote social values and civic
goals, which are important to them. 
3. To get contributed with more donation and help the needy.
4. To create awareness about the Foundation and reach as much people as possible
5. To get support to widows by providing them with monthly grocery, medical
treatment, and also education to their children. Apart from this they support them
through their project called Socio-Economic Empowerment of Women.

2.5 Limitations of the Study:

31
 The method of data collection, analysis and interpretation may have their own
limitations.
 Cost and time constraints may affect the effectiveness of the study though every
attempt will be made to keep the spirit of the objectives and research methodology
intact.
 Limitation regarding primary data, it was extremely difficult to prepare questionnaire
 All data of this project may not be accurate.

32
 CHAPTER 3

ANALYSIS & INTERPRETATION OF DATA

About Analysis:

Analysis is the process of breaking a complex topic or substance into smaller parts to gain a
better understanding of it. The technique has been applied in the study of mathematics and
logic since before Aristotle, though analysis as a formal concept is a relatively recent
development. Data analysis involves working to uncover patterns and trends in data sets; data

33
interpretation involves explaining those patterns and trends. Researchers interpret data based
on their background knowledge and experience, thus different scientists can interpret the
same data in different ways.

Data analysis and interpretation is critical in analyzing the market. What does this
information mean? Can one use the data in a constructive way to define the problem and then
establish a plan? In quantitative research, this step most often involves statistics. In the
marketplace one can find many statistical packages (computer-based) to analyze the data.

It is impossible to collect data on every person in a select population; therefore samples are
necessary. A sample population is a part of the relevant population. How well the sample
reflects the relevant population dictates its validity. Results from a sample that is not
representative will negatively impact your marketing. In addition to sampling and validity
issues, marketing managers must make sure the data supports the conclusions drawn. This is
the interpretation step. Despite use of the correct statistical tool and accurate calculations, the
interpretation could be wrong.

SWOT ANALYSIS:

SWOT analysis (or SWOT matrix) is a strategic planning technique used to help a person or

organization identify strengths, weaknesses, opportunities, and threats related
to business competition or project planning. This technique, which operates by 'peeling back
layers of the company is designed for use in the preliminary stages of decision-making
processes and can be used as a tool for evaluation of the strategic position of organizations of
many kinds (for-profit enterprises, local and national governments, NGOs, etc.). It is intended
to specify the objectives of the business venture or project and identify the internal and
external factors that are favourable and unfavourable to achieving those objectives. Users of a
SWOT analysis often ask and answer questions to generate meaningful information for each
category to make the tool useful and identify their competitive advantage. SWOT has been
described as the tried-and-true tool of strategic analysis, but has also been criticized for its
limitations.

34
Strength:

1. Serving the people from slums- It always has the focus to serve the needs of people,
working towards upbringing of people from slums and creating vibrant
neighbourhoods.
2. Their are volunteer manpower which supplies organisation’s with substantial amount
of free labour and huge savings on staff costs.
3. Strong RDC (Research documentation and communication) centre- The RDC team is
highly efficient working closely to maintain the records. Carrying out research over
different projects and following ups with lead.
4. It enhance skillful environment & Uplift social & Financial level into the different
segment of society & Bring change into the lives of people with the Emotional,
Financial & Social development Support so that they can feel and be Empowered

Weakness:

1. No visibility of organisation- The website does not list on the first page of the google
search. The people looking for NGO on internet are not aware of the organisation. It
is essential to boost the visibility by listing the website on the first page.
2. Running short of funds- The foundation is looking out for funds to fund the existing
and upcoming projects and needs to tie up with corporates for CSR activities.
3. It lacks in financial stability in terms of income, expenditure and reserve levels. 

Opportunity:

35
 1. Use of Ads in google- Google ad words is Google’s advertising system which allows
user to advertise and bid on certain keywords so that the clickable ads appear in
Google’s search result.
2. Website exists (www.aashman.org.in)- The website of this foundation was in place
and there was an opportunity to highlight it to the right audience. The specific pages
existed for different projects.
3. They should try to look towards emerging developments around this Foundation that
may provide new options in the near future as well as opportunities that are
immediately available to this organisation.

Threat:

1. Corporates already involved with other NGO- While following up with leads for
corporates, many of the corporates have already tie ups with other NGO’s and some
of those have their own non-profit institutions to which they channelize their CSR
activities. The other companies are willing to fund specific projects such as finds
related to children or women etc.
2. Limited resources to carry out the tasks- This foundation faces stiff challenges in
carrying out multiple tasks due to lack of resources. The resources are handling
multiple projects and have to entertain multiple requests catering to different sectors.

All the observations are based upon the primary data collected through questionnaire filled by
volunteers of AF. The observation made on volunteer’s questionnaire is dealt separately. The
total no of respondent is 50

The observations are done question wise, let’s see it below:-

Q.1 From which social media platform do you come to know about Aashman Foundation?

Options Respondents Percentage(%)

Facebook 16 34
Instagram 20 40
Twitter 13 26
Other 0 0
Total 50 100

36
Interpretation:

It can be seen very clearly that most of the volunteer are active on Instagram rather on other
social media platform.

Q2. How much will you rate out of Aashman Foundation out of 5 star?

Options Respondents Percentage(%)

5 10 20
4 22 44
3 12 24
2 6 12
1 0 0
Total 50 100

37
Interpretation:

From the above result it can be easily understood that many of the respondents have chosen 4
or 5 stars. Hence this organization working is very good. 64% of the respondents have chosen
4 or 5 star. And other 36% of the respondents doesn’t seem to like this organization. So few
things should be analyse by this organization.

Q3. Why did you choose to donate to Aashman Foundation?

Options Respondents Percentage(%)

AF is a leader among 10 20
conservation group

AF has a good track 18 36

record in serving the

38
 community

Trust AF to spend my 22 44
money wisely

Total 50 100

Interpretation:

From the above output, It can be seen that respondents really choose AF because 44% of the
respondents feels to trust AF to spend their money wisely. 36% of the respondents feels that
AF has a good track record in serving the community and 20% of the respondents feels that
AF is a leader among conservation group. Hence we can say that most of our donors feel free
to donate to our organisation as they have trust on us that we would use their money is fair
way.

39
Q4. How likely are you to donate to our cause again?

Options Respondents Percentage(%)

Very Likely 12 24

Likely 25 50

Can’t say now 8 16

Unlikely 5 10

Total 50 100

Interpretation:
From the above output, it can clearly be seen that 50% of the respondents are very likely to
donate to this foundation which is a very good sign of progress for any organisation. Most of
the respondents are really impressed with our donation procedure. But we can also see that
there is also 16% of the respondents who are unlikely to donate to our foundation which is
not a good sign at all. And 10% are those who is not sure whether to donate or not. So people
have trust on us. And that is our moral victory.

40
Q5. How easy or difficult was the process of donation?
Options Respondents Percentage(&)
Easy 30 60
Neutral 13 26
Difficult 7 14
Very difficult 0 0
Total 50 100

Interpretation:
From the above result, it can be seen that most of respondents considered our donation
process easy, it means AF has really done hard work on their donation process. It can be seen
that 60% of the respondents considered our donation process easy and which provide
donation in bulk. And this isa true reason for our success in this project. But there is also 14%

41
respondents who considered our donation process difficult. AF should look at this and resolve
it.

Q6. Would you be interested in partnering with our organization?

Options Respondents Percentage(%)
Yes 34 68
No 11 22
May be 5 10
Total 50 100

Interpretation:
From the above analysis, we can easily see that 68% of the respondents are interested in
partnering with us and 22% of the respondents do not want to partnering with us. This clearly

42
shows that it creates good relationship and environment within the organisation and hence
most of the respondents shows interest in partnering with our organisation.

Q7. How do you feel about the environment of Aashman Foundation?

Options Respondents Percentage(%)
Positive 33 66
Neutral 10 20
Negative 7 14
Can’t say 0 0
Total 50 100

Interpretation:
From the above analysis it can be seen that 66% of the respondents feel positive about the
environment of Aashman Foundation. 20% of the respondents are feels neutral about the

43
environment and 14% of the respondents fells negative. It clearly shows that AF build a
strong relationship and have good environment, which is very good for any organisation.

Q8. Did you work for any other non profit organization before entering into this
organization?
Options Respondents Percentage(%)
Yes 20 40
No 30 60
Total 50 100

Interpretation:
Here, we can see that 40% of the respondents has worked at other non profit organisation
before entering into this organisation. It shows the experience of working with non profit
organisation is 40%. Other 60% of the respondents are fresh arrival. It will generate fresh
ideas and will definitely enhance the working of AF.

44
Q9. In which areas are you interested in volunteering?

Options Respondents Percentage(%)

Administration 7 14
Events 6 12
Field work 12 24
Fund raising 25 50
Total 50 100

Interpretation:

Here, we can clearly see that the large no of respondents are interested in the field of fund
raising, i.e 50 %. It implies the good amount of donation collected by our volunteers, which

45
shows the nice growth of AF. Whereas, 26% of the respondents are interested in
administration and events. And 14% of the respondents are interested in field work, which
will require energy to do a field work.

Q10. How often would you like to volunteer?

Options Respondents Percentage(%)
Daily events 6 12
Weekly 8 16
Monthly 9 18
Whenever needed 27 54
Total 50 100

46
Interpretation:
From the above output, it can be easily be analysed that the most no of respondents like to
volunteer with us whenever needed, i.e 54%. So it implies that AF has good working
conditions and are very much comfortable working with us. There are 34 % of the
respondents as well who would like to volunteer on monthly and weekly basis respectively.
12% of the respondents would like to volunteer on daily events. So, this implies the healthy
environment of AF.

Q11. Do you enjoyed volunteering at Aashman Foundation?

Options Respondents Percentage(%)
Yes 43 86
No 7 14
Total 50 100

47
Interpretation:
From the above result, it can be analysed that 86% of the respondents have enjoyed
volunteering in Aashman Foundation. 14% of the respondents do not enjoyed volunteering in
Aashman Foundation. So, this implies the healthy environment in AF. And 14% of the
respondents who do not enjoyed volunteering in AF need to analysed by them & resolve
them as soon as possible.

Q12. Are you satisfied with the functioning of Aashman Foundation?

Options Respondents Percentage(%)
Yes 34 68
No 7 14
Yes, but need some 9 18
48
 improvement
Total 50 100

Interpretation:
From the above output, we can clearly analyse that 68% of the respondents are truly satisfied
with the functioning of Aashman Foundation. This is a very important aspect for any
organisation. And here we can see that AF is definitely winning this and is a sign of a
successful organisation. So, in totality, we can say that AF has really worked hard on their
function. 9% of the respondents are satisfied but they are also saying that AF needs some
improvement. And 14% of the respondents are not satisfies with AF.

49
 CHAPTER 4

CONCLUSIONS & RECOMMENDATIONS

50
4.1 Conclusion

An NGO is a non-governmental organization that is driven and task-oriented by individuals

with one common interest. Most of the NGOs are usually structured around specific issues
like health, human rights or environment. An NGO provides expertise and analysis and thus
assists in monitoring international agreements. NGOs are very important since they offer an
organization for local communication, action and also distributing resources when there are
no existing local organizations. In fact, a NGO provides a mechanism that could possibly
work where the government has failed. As a result, it supports grass roots initiatives as well
as recognizing and responding to the realities of the local people.

Next, cheaper to implement. Since NGOs are actual non-profit organizations, various projects
can be achieved without having to use the government’s money. This is because there are
many private donors who support the NGOs and this means that there will never be a lack of

51
resources. Additionally, NGOs provide a good alternative to creating mass access structures.
These mass access structures are extremely cumbersome, unreliable and costly. Another
major advantage of NGOs is that they have the capability of communicating at all levels. This
means that they can easily interact with the local people and relay their messages to top levels
of the government. They are also capable of recruiting highly motivated staff and experts
with lesser restrictions than employees working for the government.

NGOs are flexible in becoming accustomed to local conditions and responding to the local
needs. For that reason, they can experiment freely with new approaches and take risks if
necessary. They can develop integrated projects to help the local people. The major
shortcoming of NGOs is the overdependence on private financial resources, especially when
the donors fail to make their donations.

4.2 Recommendations

We live in a country where not all children get the privilege to live with their respective
families. There are cases where children are left on the streets, in temples or even in garbage
bins on the road. They are ruthlessly abandoned without even having a thought about the
future of these innocent children. These children then grow without getting the love of their
actual parents and knowing what family is all about.

There have been various NGOs in India who work for these children and help them grow,
learn and get the love they deserve. Children of the World (India) Trust is one such
organisation known for the selfless efforts in upliftment of the society. They are known for
providing these children with a bright future. They work for their education and overall

52
development of the kids which includes computer training, grooming their personal talents
like dancing, singing etc and even giving them emotional support.

It felt great and compassionate working with Aashman Foundation and knowing this aspect
of our society. The children over there were interactive and actively participated in all the
activities we made them perform. Working and interacting with the kids there was an
amazing experience but some of the things which we recommended after working and
realising what the actual needs of the children is that apart from getting their basic needs
fulfilled by the NGO, they also require motherly love and feeling of being in a family. Also,
they are in a need of better computer teachers who can help them with the start from the basic
level since these children have seen these type of machines the very first time.

Another aspect that can be worked upon is making them familiar with the outside world
especially with the children of the same age group and the same capabilities. When this will
happen, they will be able to cope up with the world when they enter the competitive world.
For this to make happen, we can invite kids from nearby schools. The interaction between the
NGO kids and the kids from various families will make a change in the mindset of the kids.

Not all kids are same. Some maybe good in sports, some in art while some others in dancing
and sports. The organisation must must keep weekly classes for various areas and the kids
must be given the freedom to choose the class they want to sit in. by this, they will not only
be able to learn those skills but also introspect about their own self. The way the children are
treated in the NGO is a major concern. Sometimes talking to children in a loud voice can
bring a negative impact on the minds of innocent children. So, it must be taken care that there
can soft and polite ways to make children learn some different attributes of their nature. By
this, they’ll not only learn the desired behaviour but also learn the way of living in a society.

We would also recommend that when they are in the early stage of schooling, they are made
aware of the future career options so that they can have a rough picture of what they want to
opt in their future. Also, since there are some physically and mentally challenged, they must
be provided with some more therapies in order to overcome their weaknesses.

The last recommendation would be that the families who adopt these children must be made
to come to the knowledge of the child. They must be told about the child’s nature, his
behaviour, his special qualities and talents and other important things. To conclude, each

53
child is unique and special in his/her own way. Children of the World (India) Trust is doing a
great work towards these homeless children. These were the few recommendations we found
which can be implemented, rest the NGO is doing a great job.

54
 BIBLIOGRAPHY

Websites:

www.scribed.com

www.wikipedia.org

www.aashmanfoundation.org

www.quora.com

www.google.com

55
Social Media Platforms:

You tube

Facebook

Instagram

Twitter

Linked in

References

Weber L (2009). Marketing to the Social Web. Second Edition. John Wiley and Sons, pp. 58-
97.

https://www.slideshare.net/Twittercrisis/kaplan-and-haenlein-2010-social-media

Scott DM (2009). The New Rules of Marketing and PR. John Wiley & Sons Inc., pp. 135-
150

https://www.edelman.com/sites/g/files/aatuss191/files/
201810/2018_Edelman_Trust_Barometer_Brands_Social.pdf

P. KOTLER, K. L. KELLER, “Marketing management.” Ed. Prentice Hall Brazil, 12ª ed.,

2006 .

Edelman DC(2010) Branding id the digital age: you are spending your money on all the
wrong places, Harvard Business Review, Available:
https://hbr.org/2010/12/brandinginthedigitalageyouarespenddingmoneyinthewrongplaces/
ar

Annexure:

56
Name: …………….
Email Id: ……………….

Q1. From which social media platform do you come to know about Aashman Foundation?
a) Facebook
b) Instagram
c) Twitter
d) Other

Q2. How much will you rate Aashman Foundation out of 5 star?
a) 5
b) 4
c) 3
d) 2
e) 1

Q3. Why did you choose to donate to Aashman Foundation?

a) AF is a leader among conservation group
b) AF has a good track record in serving the community
c) Trust AF to spend my money wisely

Q4. How likely are you to donate to our cause again?

a) Very likely
b) Likely
c) Unlikely

Q5. How easy or difficult was the process of donation?

a) Easy
b) Neutral
c) Difficult
d) Very difficult

Q6. Would you be interested in partnering with our organization?

a) Yes

57
 b) No
c) Maybe

Q7. How do you feel about the environment of Aashman Foundation?

a) Positive
b) Neutral
c) Negative
d) Can’t say

Q8. Did you work for any other non-profit organization before entering into this
organization?
a) Yes
b) No

Q9. In which areas are you interested in volunteering?

a) Administration
b) Events
c) Field work
d) Fundraising

Q10. How often would you like to volunteer?

a) Daily events
b) Weekly
c) Monthly
d) Whenever-needed
Q11. Do you enjoyed volunteering at Aashman Foundation?
a) Yes
b) No

Q12. Are you satisfied with the functioning of Aashman Foundation?

a) Yes
b) No
c) Yes, but need some improvement

58
59