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M27BSS Company Internships
May-August 2013
Save the Children Internship Project Report
by Kunjika Prasai | 4549660
Supervisor: Julia Tyrrell
Host organisation
A project submitted in partial fulfilment of the requirements of Coventry University for a Master
of Arts Degree in Advertising & Marketing

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Acknowledgement
The successful accomplishment of this internship project report required
valuable input, support and guidance from a number of benign individuals. I am
indebted to all of them for their kind assistance.
The first and most acknowledged is my respected supervisor, Julia Tyrrell, for
continually and convincingly instilling her genuine faith in me to overcome every
obstacle. This report would have been unattainable without her constructive criticism
and unhindered feedback.
Next, I am particularly grateful to Rachel Smith, my honourable mentor, for her
true admiration towards my work that provided me the constant encouragement to
keep on keeping on. Her precious time and support and her responsiveness to all my
internship queries despite of her busy schedule is much appreciated.
I would also like to offer my special thanks to Christian Richardson at Save the
Children UK for posting all the brochures and leaflets I required time and again, and
to Julie Tublin for the authorised access to various organisational documents. I also
owe my profound gratitude to Sue Marshall and Ateya Asghar at Coventry University
for their advice and assistance with the collection of my data. I express my deepest
gratitude and heartfelt appreciation to Coventry University and Save the Children UK
for this colossal opportunity and for all the new experiences that I shall reflect upon
and carry along in my future career.
I would not forget to remember all my good friends, continents apart, and my
family for their unlisted encouragement and belief in me.
Finally, this report is dedicated to my respectable supervisor, Julia Tyrrell, for
her confidence in my abilities and for bestowing me with more of the right questions
than with the right answers.

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Abbreviations
CAF: Charities Aid Foundation
CC: Corporate citizenship
CCI: Corporate community investment
CGAP: Charitable Giving and Philanthropy
CotY: Charity of the Year
CRM: Cause-related marketing
CSR: Corporate social responsibility
CU: Coventry University
IEMS: International Experience and Mobility Services
NCVO: National Council for Voluntary Organisations
STC: Save the Children
TGI: Target Group Index

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Executive Summary
The purpose of this comprehensive report is to investigate upon the Charity of
the Year (CotY) programme in Coventry as a part and process of specifying key
learning outcomes and recommendations to the host organisation, Save the Children
UK, in effectively taking this project forward. Therefore, the main concern of this
research project has been to research local businesses in Coventry that have a CotY
and to have interested local businesses consider Save the Children as their potential
CotY. To solve the research problem at hand, this report entails the following 5 main
chapters.
The first chapter includes purpose of study and 4 clear objectives formulated to
orient this project. A brief overview of the host organisation has been provided along
with concise background information with regards to CotY partnerships.
The following second chapter assumes critical review of relevant literature to
address key theories, concepts and ideas such as corporate social responsibility,
corporate community investment, corporate giving behaviour and notable trends in
charitable giving. Summarising and synthesising relevant literature while performing a
critical analysis has allowed the researcher to establish a foundation to support
subsequent new insights, developed as a result of conducting the clearly needed
proposed study. The depth and breadth of literature reviewed has provided a
comprehensive knowledge of the research topic and has essentially enabled the
researcher to analyse research findings in this consideration.
The third chapter discusses an appropriate project plan to ascertain a research
solution. This study adopted an interpretivist philosophy. Hence, a qualitative
research was implemented to step into the charity decision makers’ shoes and to get
a taste of their ‘world’. For the collection of primary data, in-depth semi-structured
face-to-face interview as the research instrument uncovered rich insights into local
businesses that currently have a CotY. Both internal and external sources of

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secondary data were supposed to support and supplement the primary data
throughout the study.
The fourth chapter includes strategic analysis of primary and secondary data
collected to address research objectives and questions. Research findings have been
analysed in light of pre-existing theories/concepts. Meaningful and relevant quality
data has been selected to resolve the research question. The primary data has been
interpreted on the basis of various factors such as emergent categories, underlying
implications of the social actors and potential links between identified variables
amongst others.
Finally, the last chapter establishes contribution of this study to the host
organisation. Conclusions have been drawn in relation to the findings and analysis to
outline the useful outcomes of this study. In turn, the research results led to practical
recommendations and future surveys for Save the Children to consider. The resource
implication of each recommendation and appropriate action plan has been discussed
accordingly.