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ChangeRepublic.Org Marketing Research Report
 

ChangeRepublic.Org Marketing Research Report

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Together with Symbiosis Institute of Business Management, Pune, ChangeRepublic.Org had carried out a market research to find out the - ‘Top 5 problems that NGOs face’. Our team surveyed 18 NGOs ...

Together with Symbiosis Institute of Business Management, Pune, ChangeRepublic.Org had carried out a market research to find out the - ‘Top 5 problems that NGOs face’. Our team surveyed 18 NGOs from varied sectors ranging from education, animal welfare to spiritual awareness. We conducted face to face interviews, telephonic interviews and held a discussion panel where in representatives of NGOs and CSRs interacted with each other. They discussed ways in which CSRs and NGOs can work together to solve problems that our society faces.

The market research report can be found attached in the email. The report also contains a brief about the projects that ChangeRepublic.Org will take up to solve the problems found during this market research.

Your views are important to us. Let us know your feedback by mailing us on yash@changerepublic.org. Finally, please feel free to share the report with as many people as you can.

The report can also be downloaded from the link below:

http://www.changerepublic.org/directory/initiatives/initiativedetails.php?id=569

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    ChangeRepublic.Org Marketing Research Report ChangeRepublic.Org Marketing Research Report Document Transcript

    • ChangeRepublic.Org Let Us Make A Better World TogetherTop Problems that NGOs face Market Research Project By Amit Mewar Keyur Munot Surabhi Vashisht Varun Tejwani SIBM, Pune
    • AcknowledgementWe, the team of Research and Scholastic development team of SIBM, Pune would like to thankChange Republic for giving us a chance to carry out this project. We would also like to thankMiss. Annie James (MBA Marketing) for providing us with her invaluable guidance andcomments. Last but not the least, we would like to thank Mithi Software Private Limited forgiving us access to their infrastructure for conducting the Focused Group Discussion.
    • ChangeRepublic.Org ii Market Research Project Summary - Marketing ResearchObjective: To find out the ‘Top 5 problems NGOs face’.Findings: Sample size for this research was 18 NGOs, working in the Pune, Maharashtraregion. NGOs were from varied sectors such as women welfare, rural development, childwelfare and others. Since our primary objective was to find top problems that NGOsface, research tools such as questionnaires and focused group discussion were centeredon that. The market research yielded following list of top problems:  Funds: Both availability of funds for operations and continuity of these funds had a direct impact on sustainability of NGOs.  Employee Shortage: Lack of availability of permanent and qualified employees.  Visibility: NGOs, considering the nature of their work, are facing problems in creating awareness about their initiatives among masses.  Volunteer Participation: NGOs rely immensely on volunteer engagement. Lack commitment and availability of volunteers are areas where NGOs face problems  Lack of Information: NGOs and their stakeholders are unaware about legislatures, and governance policies that directly impact these NGOsThe Solution: ChangeRepublic.Org intends provide NGOs with a feature rich platformthat would aim at solving the above mentioned problems that NGOs face. To accomplishthis we will take up the following four projects:  Online network of Volunteers, NGOs and CSRs: By creating a network of volunteers, NGOs and CSRs ChangeRepublic.Org aims to provide ample opportunity to NGOs to succeed in carrying out any initiatives, whether this means gathering resources, support, volunteers or collaborating with other NGOs and CSRs.  Online Donations and Rating System: By providing online donations, the world becomes the funding source of initiatives. People from any part of the country or the world can contribute to initiatives monetarily in any amount possible. We also believe that the NGOs must be held accountable for the money that the get as donations. We will develop a rating system that will rate NGOs and also other users based on the impact that they create through their initiatives.
    • ChangeRepublic.Org iii Market Research Project  Online Promotion Tools for NGOs: Online promotion tools target visibility by promoting initiatives across multiple social media websites and thereby gathering momentum for initiatives.  E-commerce Platform for NGOs: ChangeRepublic.Org will develop an e- commerce platform that will allow NGOs to sell their products worldwide. This platform will help NGOs to generate revenues and thus giving a way to become self-reliant.Conclusion: Through ChangeRepublic.Org, all stakeholders be it volunteers, corporateand individual philanthropists and NGOs themselves, can come together on a commonplatform not just to solve problems NGOs face but also to bring about a social changethat our country needs.
    • ChangeRepublic.Org iv Market Research ProjectContentsAcknowledgement .............................................................................................................................................................iSummary - Marketing Research ................................................................................................................................. iiContents .............................................................................................................................................................................. ivList of Tables .......................................................................................................................................................................vIntroduction........................................................................................................................................................................ 1Management Question.................................................................................................................................................... 2Research Objective........................................................................................................................................................... 2Research Methodology ................................................................................................................................................... 3Data collection and Analysis ........................................................................................................................................ 5 Statistical Analysis of Data Collected ................................................................................................................... 7 Correlation Analysis ................................................................................................................................................ 13Conclusions and Findings ...........................................................................................................................................21How will ChangeRepublic.Org help?.......................................................................................................................23 1.1. Online network of Volunteers, NGOs and CSRs ............................................................................. 23 1.2. Online Donations and Rating System ................................................................................................. 24 1.3. Online Promotion and Task Management Tools for NGOs ....................................................... 24 1.4. E-commerce for NGOs .............................................................................................................................. 25Appendix A : The Questionnaire Used for Survey .............................................................................................27INFORMATION ................................................................................................................................................................27VOLUNTEERS ...................................................................................................................................................................27FUNDS .................................................................................................................................................................................28PROCESSES: ......................................................................................................................................................................28MEDIA AND ENVIRONMENT BARRIERS ..............................................................................................................29
    • ChangeRepublic.Org v Market Research ProjectList of TablesTable 1 : Relation between Visibility and Availability of Funds................................................................. 14Table 2 : Problems Faced By NGOs ........................................................................................................................ 15Table 3 : Estimating efficacy of Change Republic in Getting Funds .......................................................... 16Table 4 : Organizations benefitted by Change Republic ................................................................................ 16Table 5 : Relation between visibility of NGOs and Volunteer Participation ......................................... 17Table 6 : Volunteer Participation ............................................................................................................................ 18Table 7 : Estimating efficacy of Change Republic in Getting Volunteers ................................................ 19Table 8 : Organizations Benefitted by Change Republic ............................................................................... 20
    • IntroductionA study commissioned by government put the number of NGOs in India at 33 Lakhs in2009. According to this study larger chunk of the NGOs are registered in Maharashtra(Around 4.8 lakh). NGOs are working in the areas of child welfare, womenempowerment, education and literacy, shelter for poor, welfare of sex workers,renewable energy, environment and forest, animal welfare etc. While government hasbeen the biggest donor followed by foreign contributors, individual donors areemerging as a prominent source of funds. In spite of this, there are many NGOs whichclose down because of the lack of funds and/or are barely able to survive. Apart fromlack of funds there are many other problems that NGOs face, due to both extrinsic andintrinsic factors.India is a country of two extremes. It is the worlds eleventh largest economy, boasts aRs. 10,000 crore space programme and is itself an aid donor to other countries.However, India is also host to a third of the worlds poor. Indians gave Rs. 33,750 Croresto charities, about 0.6% of Indias GDP. Although the number of millionaires hasdoubled in India, the philanthropic level has not showed much of an increment. Indiahas a fast-growing list of new billionaires and yet the country faces a growing dividebetween the rich and the poor, more strikingly between urban and rural areas. Tobridge this gap, we need to look for avenues that would make directing funds in themost needed places easier.The other question that comes to mind is of the credibility of these institutions. Howdoes one know whether aid reaches the needy or does it get stuck with intermediaries?Such are the doubts in the mind of donors. This paper tries to find out the majorproblems that NGOs in India face such that these problems can be targeted and the gapbetween the donors and NGOs can be effectively bridged.
    • ChangeRepublic.Org 2 Market Research ProjectManagement QuestionHow should Change Republic move ahead to take cognizance of the top problems facedby NGOs and other non-profit organizations and find solutions for these problems? From left to right. Yash Lohiya, Head Sales and Marketing Gaurishankar Todkari. Software Developer Malavika Oak, Graphics Designer Yash Sharma. Team Lead The Change Republic TeamResearch ObjectiveThe research objectives were:Primary Objectives:  To find out the ‘Top 5 problems NGOs’ face.  Statistical understanding of different factors like age of NGOs, qualification of volunteers, visibility of NGOs and factor their impact on the effectiveness of NGOs  Correlation between demographic details of Target Group and the collected data. For example, the availability of funds and visibility of the NGOs or ease of getting volunteers and market reach of the NGOsSecondary Objective:  Determining the efficacy of Change Republic in solving the major problems of the NGOs
    • ChangeRepublic.Org 3 Market Research ProjectResearch MethodologyThe research method followed in this project is a combination of Causal Researchmethodology and Exploratory Research Methodology.Causal research is used to obtain evidence of the cause-and-effect relationships. Themain method of this type of research is experimentation. In causal research, theemphasis is on specific hypotheses about the effects of changes of one variable onanother variable. It involves experiment where an independent variable is changed ormanipulated to see how it affects a dependent variable by controlling the effects ofextraneous variables.Exploratory research has the goal of formulating problems more precisely, clarifyingconcepts, gathering explanations, gaining insight, eliminating impractical ideas andforming hypothesis. It often relies on secondary research such as reviewing availableliterature and/or data, or qualitative approaches such as informal discussions withconsumers, employees, management or competitors, and more formal approachesthrough in-depth interviews, focus groups, projective methods, case studies or pilotstudies, as in the case of this research.SamplingThe sample size used in this survey is 18. The population set is stratified based on thesectors in which the NGOs function and the sample contains NGOs from the mostpopulous NGO sectors in Pune city. The sampling technique used is Stratified Randomsampling, a method of sampling that involves the division of a population into smallergroups known as strata. In stratified random sampling, the strata are formed basedon members shared attributes or characteristics. A random sample from each stratumis taken in a number proportional to the stratums size when compared to thepopulation. These subsets of the strata are then pooled to form a random sample, whichis how it is done in the case of this research because the various NGOs work in differentspheres of causes (women empowerment, underprivileged children, aids workers, etc)and it is essential to cover most of these spheres to able to get a better understanding ofthe aspects that come into play with the work of these NGOs.
    • ChangeRepublic.Org 4 Market Research ProjectData Collection MethodologyThe data is collected by using a combination of three approaches, namely: 1. Focussed Group Discussion (FGD) An FGD is a qualitative market research technique wherein people from similar backgrounds or experiences are brought together to discuss a specific topic to be able to give more insight through their experiences. The purpose of an FGD is  To explore the range of opinions/views on a topic of interest  To explore meanings of survey findings that cannot be explained statistically 2. Face to Face Interview 3. Surveys using questionnaire
    • ChangeRepublic.Org 5 Market Research ProjectData collection and AnalysisFirst, on the basis of secondary research, a questionnaire was prepared. Thequestionnaire contained a total of 32 questions divided into 4 parts: Volunteers, Funds,Market Reach and Miscellaneous. The questionnaire had subjective questions andobjective questions and questions which were a mix of both subjective and objectivequestions. This questionnaire was then presented to various NGOs.The other approach followed in this research was the FGD approach. In this, a smallgroup of people representing NGOs across sectors were brought together and guided bya moderator through an unstructured, spontaneous discussion for the purpose ofgaining information relevant to the research problem. The information generated fromthis discussion was used to design the questionnaire in a more pointed directionkeeping the subjectivity in measurable limits. Niwant, is an NGO that helps visually challenged students in pursuing higher education after the age of 18. While the NGO can pay its employees almost at par with corporate organizations. Niwant is not able to find the qualified people it needs to administer the NGO. World Cup Celebrations at Niwant Andha Mukta VikasalayaThe FGD we conducted for the research was attended by 6 representatives from NGOsand CSR communities of a well known Indian IT company. The primary objective of theresearch was to be able to explore various hurdles experienced by an NGO during itsoperations and also to find the causes of these hurdles, The FGD provided insight intothe problems and depth into the understanding of the problems with inputs from eachof the participants who contributed and even complemented each others’ opinions.With minimal interference from the moderator, who allowed the FGD to take its own
    • ChangeRepublic.Org 6 Market Research Projectflow at the same time not deviating from our objective, the FGD was useful for gaininginsight into various aspects that assisted the research.Finally, to reduce the sampling error, Face to Face interviews were conducted tocorrectly understand the problems NGOs face. The advantage of conducting theseinterviews is that the interviewee correctly understands the question and gives answersin a detailed fashion.
    • ChangeRepublic.Org 7 Market Research ProjectStatistical Analysis of Data CollectedOur Sample Details1. Pie Chart Depicting Age Of NGOs (in Years) 11% 0 to 5 22% 50% 5 to 10 10 to 15 17% 15 and aboveInference: Our sample has maximum NGOs in the age group 0-5 Years.2. Pie Chart Depicting Sectors Of NGOs Child welfare Rural welfare 6% Women welfare 11% 22% HIV +ve Health 17% 5% Physically handicapped Mentally handicapped 11% 6% Diverse causes 6% 5% Aid to poor 11% Spiritual educationInference: Our sample has maximum NGOs operating in the area of Child Welfare
    • ChangeRepublic.Org 8 Market Research ProjectQuestionnaire Analysis1. Pie Chart Depicting Audit of NGOs 11% Audits done Audits not done 89%Inference: Almost all NGOs had their financial statements audited in house or by a thirdpart except 2 which were in their nascent stage of operations.2. Pie Chart Depicting Qualification of Volunteers 22% 28% School going 11% Graduate Working professional 39% OthersInference: Most of the NGOs take graduates as their volunteers.
    • ChangeRepublic.Org 9 Market Research Project3. Pie Chart Depicting Number of Volunteers 22% 28% 0-10 10-30 11% 30-60 17% 60-100 >100 22%Inference: The organizations which are in their nascent stages function with lessvolunteers. Since most of the organizations in our sample are between 0 to 5 yrs of age,our analysis shows maximum NGOs functioning with fewer volunteers.4. Pie Chart Depicting Operating Annual Funds Annual funds 5% 6% 5% 17% Less than 50K 50K – 1 lakh 1-5 lakh 5 -10 lakh 10 lakh and above 67%Inference: Most of the organizations operate with annual funds of Rs 1-5 Lakhs.
    • ChangeRepublic.Org 10 Market Research Project5. Pie Chart Depicting Biggest Source of funds for NGOs 0% 28% CSR (Organizations) Welfare Trusts 72% Individual donorsInference: For most of the organizations surveyed, the biggest source of funds is the CSRinitiatives of companies. 72% of NGOs have this as their funding source.6. Bar Graph Depicting Visibility Across Various Media 8 7 7 6 Number of NGOs 5 4 4 3 3 2 1 1 0 Website TV ad Newspaper ad Radio adInference: Only one NGO in our sample has the funds to advertise using the medium oftelevision. 7 out of 17 NGOs have an online presence. The Web is the primary source ofcommunication and visibility for most of the NGOs surveyed.
    • ChangeRepublic.Org 11 Market Research ProjectProblems Faced by NGOsThe response of 18 NGOs about problems they faced has been illustrated in the barchart below: 16 15 14 13 12 10 10 10 9 9 8 7 6 4 2 2 0Inferences  13 out of 18 NGOS felt that availability of funds is a problem.  7 out of 18 NGOs felt that getting volunteers is a problem for them.  Most of the NGOs had multiple problems. Therefore, we asked them to rank their problems based on their analysis of severity of the problem.
    • ChangeRepublic.Org 12 Market Research ProjectPie Chart Depicting Biggest Problems NGOs FaceThis way, we could understand the biggest problem for each and every NGO. The samehas been illustrated in the pie chart below: 0% 6% 11% Funds 22% 61% Volunteers Trainers InformationInference: Availability of funds is the biggest problem for maximum number of NGOs.The point to be noted here is that no NGO thought that low visibility is the biggestproblem for them. In our following analysis, we would prove that visibility as a problemleads to other problems in the NGO space.Interesting Bits: Why the name ChangeRepublic? Change Republic’s name finds its inspiration from two sources - people and change. Republic - a system in which the supreme power lies with citizens – CHANGE serves as the guiding philosophy of Change Republic. Change - in our attitudeREPUBLIC towards the social causes – is what Change Republic strives for. We must stand up and work together to make our society a better place to live. Interesting Bits Box 1
    • ChangeRepublic.Org 13 Market Research ProjectCorrelation AnalysisAfter doing the data analysis, our objective was to find out the correlation between theproblems of the NGOs to get a better understanding of their problems and understandhow some problems of NGOs are not actual problems but symptoms of some otherproblems. Whilst conducting the Qualitative research during the FGD and face to faceinterviews, we found the following factors to be correlated and hence wanted toquantify the responses to support the finding, as follows:Relation between Visibility and Availability of Funds The NGO intends to construct a meditation centre in the village Achler. The center will also provide much needed employment opportunities to locals. However, as the NGO lacks visibility, it has not been able to raise the required funds through donations AIDS awareness campaign by Amitabh Bhuddist Society in the village AchlerAvailability of funds as discussed in the data analysis above is a major problem faced by13 out of 18 NGOs. Our intention here is to find out the relation between 2 problemsthat we feel are closely related. One is visibility and the other is availability of funds. Surveyed NGOs Availability of Funds Visibility Relation Bhoomi Y N 0 Nivant Y Y 1 CSSY Y N 0 Doorsteps Y N 0 IDEA Y Y 1
    • ChangeRepublic.Org 14 Market Research Project Surveyed NGOs Availability of Funds Visibility Relation FoC Y N 0 BlueCross N N 1 Ishwarpuram N N 1 Aasha Samajik Prathisthan Y Y 1 Prayaas Y Y 1 Sahyog Trust N Y 0 Sambhavna Society Y Y 1 Navkshitij Y N 0 Shelter Associates N N 1 Rural Foundation Y Y 1 Amitabh Buddhist Society Y Y 1 Chaitnya India N N 1 Nayee Udaan Y Y 1 Table 1 : Relation between Visibility and Availability of FundsPie Chart Depicting Relation between Visibility and Availability of Funds No relation 29% Close relation 71%Inferences 12 out of 17 organizations in our sample express a close relation of visibility with availability of funds. As the visibility of NGOs increases, it becomes easier for them to attract funds from different locations.
    • ChangeRepublic.Org 15 Market Research Project We see that in 71% of the cases, an NGO having visibility as a problem also has availability of funds as a problem. Hence there is a relation to the extent of 71% between them. There might be some other factors which also have an impact on availability of funds. We found out that internal problems like accountability and management of funds also resulted in problems of availability of funds. The reason for the same is that companies do not want to invest in NGOs which do not have a clear plan of utilisation of funds (management) and accountability (regular audits) of funds. The point to be noted here is that availability of funds and continuity of funds both are functions of 3 things: Problems Faced By NGOs Type of Problem Accountability of funds Internal problem Management of funds (a proper plan) Internal problem Visibility External problem Table 2 : Problems Faced By NGOsEstimating efficacy of Change Republic in Getting FundsChange Republic cannot directly solve internal problems of NGOs like accountabilityand management of funds. It can help an NGO get better visibility and thereby ensureflow of funds into the NGO. Therefore, we next analysed the responses of NGOs againwith respect to visibility and accountability and management of funds. 1. Organizations which have internal issues of accountability and management of funds will not gain access to funds only by gaining visibility. They need to resolve their internal issues. These organizations will be benefitted only to a limited extent by Change Republic. 2. Organizations which do not have internal issues but have visibility as an external problem stand to gain a lot by gaining visibility. These organizations will be benefitted to a large extent by Change Republic.
    • ChangeRepublic.Org 16 Market Research Project Accountability andSurveyed NGOs Visibility Relation Management of FundsBhoomi N N Not consideredNivant N Y 1CSSY N N Not consideredDoorsteps Y N Not consideredIDEA Y Y 0FoC Y N Not consideredBlueCross N N Not consideredIshwarpuram N N Not consideredAasha Samajik Prathisthan N Y 1Prayaas N Y 1Sahyog Trust N Y 1Sambhavna Society N Y 1Navkshitij N N Not consideredShelter Associates N N Not consideredRural Foundation Y Y 0Amitabh Buddhist Society Y Y 0Chaitnya India N N Not consideredNayee Udaan N Y 1 Table 3 : Estimating efficacy of Change Republic in Getting Funds The NGOs which dont have visibility as a problem have therefore not been considered because they dont directly fall under our target group. Now, 6 NGOs which have only visibility as a problem and not accountability of funds as a problem will be benefitted totally by Change Republic to the extent of 100% but 3 NGOs which have both visibility and accountability as a problem will be benefitted only to the extent of 71% by Change Republic. Particulars Number Weightage Organizations benefitted to a large extent 6 1 Organizations benefitted to a limited extent 3 0.71 Table 4 : Organizations benefitted by Change Republic
    • ChangeRepublic.Org 17 Market Research ProjectFinally using expected value concept, the number of NGOs benefitted in case of funds =6*1+3*.71= 8.13.8.13 out of 18 NGOs surveyed comes out to be 47%. Change Republic will create asignificant impact by giving visibility to and thereby ensuring availability of funds to47% of NGOs in the sample.Relation between visibility of NGOs and Volunteer ParticipationSimilarly, we tried to determine the relation between 2 problems that we think, againare interrelated. One is visibility and the other is volunteer participation. Surveyed NGOs Getting Volunteers Visibility Relation Bhoomi Y N 0 Nivant N Y 0 CSSY N N 1 Doorsteps Y N 0 IDEA Y Y 1 FoC N N 1 BlueCross N N 1 Ishwarpuram N N 1 Aasha Samajik Prathisthan N Y 0 Prayaas N Y 0 Sahyog Trust N Y 0 Sambhavna Society Y Y 1 Navkshitij Y N 0 Shelter Associates N N 1 Rural Foundation Y Y 1 Amitabh Buddhist Society N Y 0 Chaitnya India N N 1 Nayee Udaan Y Y 1 Table 5 : Relation between visibility of NGOs and Volunteer Participation
    • ChangeRepublic.Org 18 Market Research ProjectPie Chart Depicting Relation between Visibility and Volunteer Participation No relation 41% Close Relation 59%Inferences: 10 out of 17 organizations in our sample express a close relation of visibility with getting volunteers. If the NGOs are given a better platform to express what their organization does, then it is easier to attract passionate volunteers. We can see, there is relation to the extent of 59% between visibility and volunteer participation. Hence there might be some other factors also which have an impact on volunteer participation. In the exploratory research, we found out that volunteer participation is a function of two things. Problem Faced by NGOs Type of Problem Engaging volunteers continuously Internal problem Visibility External problem Table 6 : Volunteer ParticipationEstimating efficacy of Change Republic in Getting Volunteers1. Organizations that have internal issues of not being able to engage volunteers continuously will not be benefitted by visibility alone. Only resolving their internal issues, can they acquire good volunteer participation and not just by gaining visibility. These organizations will be benefitted only to a certain extent by Change Republic.
    • ChangeRepublic.Org 19 Market Research Project 2. Organizations which do not have internal issues but have visibility as an external problem stand to gain a lot by gaining visibility. These organizations will be benefitted to a large extent by Change Republic.Surveyed NGOs Engaging Volunteers Continuously Visibility RelationBhoomi Y N Not consideredNivant N Y 1CSSY N N Not consideredDoorsteps N N Not consideredIDEA N Y 1FoC Y N Not consideredBlueCross Y N Not consideredIshwarpuram N N Not consideredAasha Samajik Prathisthan N Y 1Prayaas N Y 1Sahyog Trust N Y 1Sambhavna Society N Y 1Navkshitij Y N Not consideredShelter Associates N N Not consideredRural Foundation Y Y 0Amitabh Buddhist Society Y Y 0Chaitnya India Y N Not consideredNayee Udaan Y Y 0 Table 7 : Estimating efficacy of Change Republic in Getting Volunteers The NGOs which do not have visibility as a problem have therefore not been considered because they do not directly fall under our target group. Now, 6 NGOs which have only visibility as a problem and not engaging volunteers continuously as a problem will be benefitted totally by Change Republic to the extent of 100% but 3 NGOs which have both visibility and engaging volunteers continuously will be benefitted only to the extent of 59% by Change Republic.
    • ChangeRepublic.Org 20 Market Research Project Particulars Number Weightage Organizations benefitted to a large extent 6 1 Organizations benefitted to a limited extent 3 0.59 Table 8 : Organizations Benefitted by Change RepublicTotal NGOs that can benefit (pertaining to funds) = 6*1+3*0.71= 7.777.77 out of 18 NGOs comes out to be 43%Change Republic will create a significant impact by giving visibility to them and therebyensuring better volunteer participation to 43% of NGOs in the sample.Interesting Bits: What does Change Republic’s logo stand for? Change Republic’s logo represents the values it stands for. The blue circle denotes the Earth – a global community. The star stands for our social goal - an ideal society. The people represent us – the citizens. All of us, around the world, stand together to act on our common goal of creating a great society. Interesting Bits Box 2
    • ChangeRepublic.Org 21 Market Research ProjectConclusions and Findings1. The biggest problems that NGOs face: a. Funds (Availability/Continuity) b. Well trained staff/permanent employees c. Visibility d. Volunteer participation e. Lack of information ( about other NGOs working in the same field, government and civic laws, and general information as such that will benefit their functioning)2. Around 50% of the NGOs are 0-5 year old and 17% are 5-10 years old. These new NGOs do not have proper systems in place and have visibility as a major concern. Due to low visibility levels, they do not have the funds or the necessary volunteer strength to carry out their initiatives.3. 39% of NGOs want their volunteers to be graduates meaning that the quality of volunteers required in the industry is high. The problem is to keep these volunteers motivated to keep the model sustainable. A lot of NGOs have problems in keeping their volunteers engaged continuously because of which they have problems of attrition. Until the NGOs do not rectify this problem, getting visibility alone will not make a significant difference in the volunteer space.4. The biggest source of funds for NGOs is CSR (Corporate Social Responsibility) – 72%. Individuals donate but only in small amounts. Companies have money to donate but they need to know how their money is getting utilised. NGOs which have a proper plan in place get funds from CSR while others which do not have a proper plan fail to get funds from CSR. NGOs need to show proper accountability and management of funds to tap the funds from CSR.5. Only one NGO has the funds to give a TV ad since it costs approximately 3 to 10 Lakhs. A TV commercial cannot give enough information about the NGO in 30 seconds hence the Return on Investment (ROI) would, in our opinion, be less for this medium.6. 7 out of 17 NGOs have an online presence. Websites give a lot of information in one go and can also be enabled with a donate option which makes it easy for the donor to donate if he/she wants to be associated with the cause. Hence online presence is the way ahead for achieving higher levels of visibility.
    • ChangeRepublic.Org 22 Market Research Project7. There is relation to the extent of 71% between visibility and availability of funds. The percentage of NGOs that can be benefitted in the funds domain by achieving significant level of visibility is 47%.8. There is relation to the extent of 59% between visibility and volunteer participation. The percentage of NGOs that can be benefitted in the volunteer domain by gaining visibility is 43%.
    • ChangeRepublic.Org 23 Market Research ProjectHow will ChangeRepublic.Org help?ChangeRepublic.Org is proposing the following activities in the coming year:  Online network of Volunteers, NGOs and CSRs  Online Donations and Rating System  Online Promotion and Task Management Tools for NGOs  E-commerce for NGOs1.1. Online network of Volunteers, NGOs and CSRsThe setting up of online networks of volunteers, NGOs and CSRs will aim to target theissues pertaining to Funding, Visibility, Volunteer participation & Quality of volunteers.By creating a network of volunteers, NGOs and CSRs ChangeRepublic.Org aims toprovide ample opportunity to NGOs to succeed in carrying out any initiatives, whetherthis means gathering resources, support, volunteers or collaborating with other NGOs.While ChangeRepublic.Org has a directory of Volunteer and NGOs and that users canview the organizational profile of any NGO in its directory, we will be enhancing thefeatures of the directory and also those of the user profiles. Following are the featuresthat we will provide:  A directory of corporate CSRs (Corporate Social Responsibly) across India. This would enable NGOs to network with CSRs and would also enable CSRs to network with each other.  For the profiles of NGOs, Volunteers, Profiles we would be adding features such as uploading of photographs, videos and other rich media. The users will also have the ability to showcase their financial and operational documents.  To increase interaction and collaboration between users we will develop blogs and discussion forums on ChangeRepublic.Org.  Users will be able to upload and showcase photographs, videos and other rich media in the initiatives that they start. This feature would enable NGOs and other users to show the initiatives that they are currently working on and thus allow other users to collaborate with the NGOs to take the initiatives forward.
    • ChangeRepublic.Org 24 Market Research Project1.2. Online Donations and Rating SystemThis system looks to target funding and quality of volunteers and initiatives. Byproviding online donations, the world becomes the funding source of initiatives. Peoplefrom any part of the country or the world can contribute to initiatives monetarily in anyamount possible. The rating system will allow for genuine initiatives, volunteers andCSRs to be part of ChangeRepublic.Org, where in feedback can be provided openly andthereby allowing the entire ecosystem of social change to gain maturity over time.ChangeRepublic.Org will develop an online tool that allows users to donate funds toNGOs. As expressed in the marketing research report presented by ChangeRepublic.Org,access to funds is the top problem that NGOs face today. By providing an onlinedonation platform, coupled with a large user base, ChangeRepublic.Org will provideopportunity for funds to NGOs. ChangeRepublic.Org believes that there are 2 ways toreach out for funds, the first is to reach out to philanthropists and corporateorganizations that can provide sizeable amount of funds, and the second way is to askreach out to a large number of common people to donate a very small portion of theirmoney thereby creating a large pool of money.As part of this project ChangeRepublic.Org will develop an online tool that provides apayment gateway for direct donation, a financial dashboard that shows a snapshot offunds procured for initiatives and promote initiatives that required funding. Users willbe able to donate money to these NGOs using credit cards and internet banking.We also believe that the NGOs must be held accountable for the money that the get asdonations. Keeping in line with this view, ChangeRepublic.Org will develop a ratingsystem that will rate NGOs and also other users based on the impact that they createthrough their initiatives. Both volunteers and donors will rate the NGOs dependingwork done by the NGOs.1.3. Online Promotion and Task Management Tools for NGOsOnline promotion tools target visibility by promoting initiatives across multiple socialmedia websites and thereby gathering momentum for initiatives. People can view, joinand follow the initiatives of any NGO and CSR and this will create an open, reputableenvironment for promotion of social initiatives. Task management will help organizingpeople, resources and time and thereby improving the quality of work overall.
    • ChangeRepublic.Org 25 Market Research ProjectChangeRepublic.Org will develop tools that would allow NGOs to automate promotionof their initiatives on social media networks such as Facebook and Twitter. Thepromotion tools will post details of initiatives on social media networks at regularintervals throughout the day. The NGOs will be able to control the frequency and thetime at which the initiatives are posted on social media networks. This will help NGOsget visibility on such social media networks without investing in social mediamarketing.Further, NGOs will also have tools to make their newsletters on ChangeRepublic.Org andsend them across their network. This tool will allow NGOs to enhance their visibility andalso the visibility of their initiatives.We will also develop a Task Management tool for NGOs and other users that will attractmore volunteers/employees who can work from home on managing initiatives. This willhelp in towards solving shortage of qualified employees or volunteers.1.4. E-commerce for NGOsChangeRepublic.Org will develop an e-commerce platform that will allow NGOs to selltheir products worldwide. This platform will help NGOs to generate revenues and thusgiving a way to become self-reliant. Following will be the features that will be developedas a part of the e-commerce platform:  Online web stores that will allow NGOs to post their products online.  Inventory management tools.  Reporting tools that will allow NGOs to track their revenues.  Secure online payment options.  Customer Feedback
    • ChangeRepublic.Org 26 Market Research ProjectLimitations/ConstraintsThese are the factors that need to be kept in mind before considering the data facts andconclusions.The research design used for this report is "Exploratory Research". This consists of anunstructured research that is undertaken to gain background information about thegeneral nature of the research problem. When little is known about the problem orwhen the problem is not clearly formulated, this type of research is followed. Theresults of exploratory research are not usually useful for decision-making bythemselves, but they can provide significant insight into a given situation.Focus groups are a powerful means to evaluate services or test new ideas. Basically,focus groups are interviews, but of 6-10 people at the same time in the same group. Onecan get a great deal of information during a focus group session. But they have thelimitations subject to focus groups; most important of which is that the discussion issubject to the judgement of the moderator. The data which results from a focus grouprequires skill and experience to analyse and can prove difficult.Although, face to face interviews were conducted to reduce the sampling error, but thaterror can never be reduced to zero.
    • ChangeRepublic.Org 27 Market Research ProjectAppendix A : The Questionnaire Used for SurveyQUESTIONNAIRE – TO UNDERSTAND PROBLEMS NGOS IN PUNE FACE?INFORMATION: 1. Name of NGO: 2. Name of NGO representative: 3. Position of NGO Representative 4. Location of the NGO: 5. Sector in which you(NGO) function: 6. Name of Founder(of NGO): 1. Please rank your most important problem – 1 being most important, 5 being least important  Fluctuating Funds  Lack of monetary funds  Lack of funds In Kind  Lack of volunteers  Lack of processes  Lack of permanent human resource  Feasibility of environment (Government laws, permissions, grants, etc)  Lack of Infrastructure 2. Have you considered “Shutting down” due to any problem? Yes/no. If yes, please specify the problem. 3. What were the problems you faced when you started with your NGO? 4. Do you have accurate financial statements of the past 3 years? VOLUNTEERS: 1. How many volunteers do you currently have? 2. What is the education level of the volunteers that you currently have? 3. Do you have awards and recognition / stipend / certificates given to your volunteers? 4. Are the volunteers that work for you reliable and come regularly? 5. What is your volunteer recruitment model? Do you have one? 6. What would be the profile of a typical volunteer?
    • ChangeRepublic.Org 28 Market Research Project a. school going b. graduate c. working professional d. others, please specify 7. How many full time employees do you currently have and what is a typical profile of a full time employee? 8. Do you need any full time employees? 9. What would be the qualification that you would be looking for in a full time employee?FUNDS: 1. Who is the biggest donator to your organization? 2. How is he/she related to your organization? 3. What has the biggest donation to your org been so far? 4. What is the frequency of funds that you receive? a. Once a month b. Every quarter c. Bi Annually d. Yearly e. Lump Sum f. Others. Please specify 5. What are the average funds that you have received in the past 2 years? a. Less than 50K b. 50K – 1 lakh c. 1-5 lakh d. 5 -10 lakh e. 10 lakh and above f. Others. Please specify 6. Rate the following in the order of importance of “IN KIND DONATIONS” a. Food/Clothes/Medicines b. Infrastructure (Shelter) c. Technological Equipment (Computers, Phones, etc) d. Office Equipment(Tables, Chairs) e. Media Coverage 7. Have you ever got any CSR help in form of donations/funds/etc.? 8. If yes, from whom and how much? 9. Also, how did you approach the company for CSR help?PROCESSES:
    • ChangeRepublic.Org 29 Market Research Project 1. Do you have documented policies which are being followed in your organization? 2. If yes, please specify which ones. 3. Do you have a hierarchical structure or do you follow a flat organization structure? 4. Who in your organization is responsible for communication with the government, or who deals with the law related issues? 5. Do you have an allocation structure which is followed when you receive funds? 6. Do you have a follow up process which you use to follow up with your corporate ties/banks/donators/etc 7. Do you have 3rd party audits that happen in your organization? If yes, please specify who does it and what process do you follow.MEDIA AND ENVIRONMENT BARRIERS 1. Do you face any problems from the government barriers/laws/ permissions etc? If yes, please specify 2. Have you ever received any help from the government? If yes, please specify. 3. Do you have a website? 4. Do you market on a newspaper /TV/Radio?