This is a Report on "Amra Bangali" A Nonprofit Organization for children & elderly people. It includes "Amra Bangali" mission, vision, background, markets, activities, fund Raising, volunteers, segmentation & targeting, positioning, problems & recommendation...

1. .
Report
On
Overview of A Nonprofit
Organization
(Based on the Study of Marketing for Nonprofit Organization)

2. Report
On
Marketing for Nonprofit Organizations
Course: 523
Topic: “Overview of A Nonprofit Organization”
Prepared for:
Dr. Mijanur Rahman
Professor
Department of Marketing
Faculty of Business of Studies
University of Dhaka
Prepared by:
Md. Abdur Rakib
Section: A
MBA Roll: 375
Department of Marketing (14th)
University of Dhaka
Date of Submission: 13th April, 2013 eng.
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3. Letter of Transmittal:
13th April, 2013
Dr. Mijanur Rahman
Professor
Professor
Department of Marketing
University of Dhaka
Dear Sir,
Here is the report on “Overview of A Nonprofit Organization” and the analysis of it
that you asked to conduct.
The study of analyzing as well as learning about the local nonprofit organization as well as
strategic marketing for such nonprofit organization helped me to gather & acquire a lot of
information & knowledge such as situational analysis, strategic overview, nonprofit project &
initiative, its objectives, related participants & performers etc.
I appreciate your choosing the report topic. If you need any additional information or assistance
in the overview of the report, please ask me.
Sincerely Yours,
Md. Abdur Rakib
Section: A
MBA Roll: 375
Department of Marketing (14th)
Faculty of Business Studies
University of Dhaka
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4. Table of Contents:
No. Particulars Page No.
1 Executive Summary 4
2 Mission 5
3 Vision 5
4 Background 6
5 About Markets 7
6 Activities 8
7 Fund Raising 10
8 Volunteers 12
9 Segmentation & Targeting 13
10 Positioning 14
11 Problems of 15
12 Recommendation 15
13 Conclusion 16
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5. Executive Summary:
is a nonprofit organization for children & elderly people. It works to provide basic
human needs (such as food, education, clothes medicare & others) to impoverished children &
elderly people of the local area. It began in November 2008 with a small room containing a white
board, a marker, and a little mat for the 17 students to sit on for education. This movement is
initiated by a group of young dedicated volunteers to break this vicious cycle and set into motion
the wheels of growth and prosperity for the poverty-stricken people of Bangladesh. In 2014,
will expand its reach outside of Dhaka, opening schools, feeding, medicare &
clothing program.
Lack of capacity to design and development, lack of proper funds, difficulties to motivate the
donors, less qualified staffs etc. are a few problems of the project.
Targeting students of schools & colleges as a volunteer, creating more awareness among
common people, encouraging local donors & local businesses to sponsor, showcasing the
cultural & national event & special services such as aiding in their social & other activities are
some of the solutions at hand for this project.
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6. Mission:
It works to provide basic human needs (such as food, education, clothes medicare & others) to
impoverished children & elderly people of the local area. Running a few free-of-cost schools,
food, clothes & medicare for the poor in a few regions of Dhaka city is the incentive.
realized that it is not possible to expect sustainable growth and self-reliance without taking
care of the emotional and physical development of all the stakeholders. As a result, it established
various other programs to ensure the continuous growth of the community. You can find more
detail about these.
Vision:
No organization can succeed without focusing on its future existence. focused on
maintaining long-term sustainability by expanding its operations, not only in physical presence
but also in program variation. They increase its members (donors, volunteers & officials) by
adding more regions under their incentives.
Initially, they are running operation only in Dhaka. However, in the long-run, they intend to have
a fully operational branch in almost every district of Bangladesh. They wish to give as many
children as possible the opportunity to break free of the cycle of poverty.
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7. Background:
In Bangladesh, for every child who is lucky enough to live in a good home and receive a good
education, there are three children who are doomed to live below the poverty line. As time goes
by, Bangladesh is slowly losing its educated population to the lure of better opportunities abroad,
and the number of poor people who have no means to help themselves increases daily. Day by
day thousands of mouths are increasing to feed for the population. It is painful to us but true that
we are unable drive the poverty from our country. Children are the new generation & only they
can lead us a better future to drive the poverty from our country. They are the future of our
country. An educated man is better than 10 uneducated men. 10 uneducated people will struggle
for their lifetime while an educated person can bring fortune for 10 men because “Knowledge is
power”.
Mr. Adnan Shouvo was expected to take over the family business after completing his education.
To everyone's surprise, Shouvo decided that he would use his education and skills to bring about
a change for the impoverished children & the elderly people of Bangladesh. Understanding that
charitable acts are often temporary and unsustainable, Shouvo was determined to improve the
lives of these people in the long term. Together with university friends who shared the same
vision, he set off on a mission to combat poverty by creating an educated future generation &
created
The project began in November 2008 with a small room containing a white board, a
marker, and a little mat for the 17 students to sit on. Now this free-of-cost-school in the slum
area of Ibrahimpur, Dhaka runs classes from KG to Class 8 for nearly 400 students. In March
2011 they opened another school in the Karail slum area of Banani, and in September 2011
opened another school in Gazipur, Tongi.
On the other hand, provided food to the students as well as the elderly people by
collecting rice, money weekly from the local residents & donations from the solvents of the
society.
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8. Moreover, they collected used clothes from the local people every 3 months of the calendar year
that is 4 times a year & bought some of the clothes from the memberships pays, donations &
others.
Now they are not only looking to maintain its current success but also looking to expand on a
large scale in the near future. In 2014, will expand its reach outside of Dhaka,
opening schools, feeding, medicare & clothing program. These projects target the issues of
poverty, children’s rights, education, gender equality, health and nutrition, the environment, and
community development.
About Markets:
There are more than 33 million children in Bangladesh who live under the poverty line. They can
be seen on streets all over the capital city, tired, hungry and, more often than not, exploited.
Often these street urchins become involved in unsavory and dangerous professions, forced to do
whatever it takes to put food in their bellies. As they grow up, they are absorbed into the tide of
destitution that plagues this small nation. Later generations fall in step, unable to break out of the
mould. This creates a vicious cycle that has held most of Bangladesh in its grasp for decades.
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9. On the other hand, they elderly people are taken as burden but in reality they are full of
experiences of life to lead the young generations. These people are also treated as the children
with food, clothing, old age education & so on.
is a movement initiated by a group of young dedicated volunteers to break this
vicious cycle and set into motion the wheels of growth and prosperity for the poverty-stricken
people of Bangladesh.
They are currently dedicated to conducting activities to provide more long-term and sustainable
benefits to children & elderly people of the society from families who are living below the
poverty line.
Activities:
Education for Children:
The educational field has been known as playing a major role in the creation of the current world
in which we live, mainly because it allows us to conceptualize our surroundings as well as our
interactions with those surroundings. Educational ideology is a product of culture and vice versa.
In addition to these factors, the understanding of political economy's role in education is vital in
understanding the variance of educational outcomes. It is a matter of great sorrow that most of
the people in our country are away from this basic need. Ibrahimpur is a region under Dhaka
Cantonment & Kafrul Thana in Dhaka. Here most of the people live below the poverty line and
most of the do not have access to educate their children and themselves and as result they are to
bear the brunt of different superstitions, poverty and many other social problems. This area is
located in the remotest corner of Barisal district and on the other hand there is lack of proper
number of educational institutions. In this situation is working to spread the light of
education among the children and elderly. It maintains two schedules to educate to the target
audience. They are Morning & Night.
As the children do not have much work, the volunteers of this organization teach them in the
morning hours. And on the other hand the elderly have a lot of works in the day time and a result
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10. they do not have time to take teaching then. The volunteers teach them at night. The volunteers
who are working here are mainly students from different institutions. Some of the volunteers are
teachers, retired government employees and other professions.
Medicare to the Poor:
Health care Services in our country is not adequate enough to provide treatment facilities of the
total population. Moreover, poverty, illiteracy and lack of health awareness cause miserable
sufferings and premature death to our people. The quacks and govt. doctors are aggravating the
situation. Medicare is one of the basic needs of human life. Bangladesh is a tropical country
where the people used to suffer from various tropical diseases. Illiteracy, lack of health
awareness, malnutrition and environmental pollution are the main reasons for spreading the
diseases. The rich have access to get better medical treatment in some very expensive hospitals
or going to abroad for treatment. But the poor have to depend on the govt. hospitals, local
physicians and the medicines available in the country. On the other hand as most of the people
live below the poverty line in these areas, they have the capability of getting better medical
treatment spending a lot of money in expensive hospitals. There are some doctors who work as
voluntary in this organization to give free medical treatment to the poor. Most of these volunteers
are medical students and doctors. The medical students prescribe the patients during their
vacations and the doctors prescribe the patients after every 15 days. This whole program is
arranged by this organization. Sometimes the reputed doctors & medical students of our country
and abroad prescribe the poor patients in these areas and the whole responsibilities are performed
by .
Food & Clothing for the Elderly & Children:
Elderly people are taken as burden but in reality they are full of experiences of life to lead the
young generations. These people are also treated as the children with food, clothing, old age
education & so on. Food is important for living of human being. Elderly people with family or
without family suffer a lot for food & clothing.
On the other hand, children are suffering from unhealthy situation, lack of nutrition, child death
etc.
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11. So, food & clothing ensures the living for the elderly people & the children of the societies.
is ensuring all the basic human needs for these 2 segments.
Other Programs:
 Distribute worm clothes to the poor during the winter season.
 Sometimes help the poor with finance
 Arrange entertainment programs to the local people
Fund Raising:
Most of the events that are organized depend on the generosity of the local donors. The local
businesses, multinational companies and individual philanthropists that dedicate so much of their
resources to these events are very important in the success of each and every event. Thanks to all
of these kind people for their dedication and support for our cause.
Be the Difference (Sponsor a child):
A monthly contribution of BDT 1,500 (will cover all necessary costs for a child’s education:
tuition, books, uniforms, stationery, school bags, shoes, health check-ups, and a weekly supply of
nutritious food. Your one small act of generosity and sacrifice can pull a child out of poverty and
ignorance and give him/her a childhood to cherish.
Donation Payment Option:
People from all over the world, Bangladeshis and the international community, can sponsor a
child though local and international bank transfers and other online/offline payment systems.
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12. Supporting Organizations:
 Dhaka Bank
 Green Delta Insurance Company Limited
 Bachhara
 Volunteer for Bangladesh
 Youth of the Nation
 Local Clubs
 Schools & Colleges nearby
Monthly Fund Generation Program:
Local donors, the local businesses, multinational companies and individual philanthropists are
not going to donate willingly. In this regard, monthly volunteers will visit the contacted &
prospected banks, firms, supporting firms, local businessmen & local donors for ensuring their
constant donation.
Every 2 or 3 months later a whole day street, restaurants, shopping malls & other places are
targeted for fund raising.
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13. Volunteers:
Volunteer with non-governmental organizations (NGO's) which are independent organizations
with no connection to governments. Many non-government development organizations work
under the principle of development through volunteerism. Actually in the nonprofit organizations
the volunteers are not paid financially. Volunteers in utilize their time for the serve
of the humanity. The volunteers of are given in a chart:
Business
Youth
man
Service Retired
Holders Persons
Old
Students Volunteers People
 Students
 Service holders
 Business man
 Youth
 Retired persons
 Old people
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14. Segmentation & Targeting:
The segments will be age & class based segments. Key segments of the society will be as the
following:
Children Elderly (55+
(3-12 years old) years old)
Key
Segments
The donating segments are as the following:
Business
Donors
Local Common
Donors People
Supporting Donating Govt. &
Organization Segment NGOs
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15. Target Market of the Segment:
Slum
Children
Street Working
Children Children
Target
Market
Elderly
Elderly
without
with family
family
They are targeted with concentrated marketing strategy initially deciding on only one location as
a geo-demographic segment that is 3-12 years old & 55+ elderly group of the North Ibrahimpur,
Dhaka region. Later differentiated marketing strategy has been chosen for expanding its regional
area & location.
Positioning:
It is difficult to position in the minds of the target audience as they are influenced lot of
environmental factors such as families, reference groups, societies & others. Doing a research on
the target market behavior, choosing right media for communication, volunteer training,
awareness campaigning program, fund raising program, event organizing, local supports etc. can
aid in positioning in the minds of the targeted segments as well as the donating segments.
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16. Problems of “ ”
 Most of the staffs have lack of capacity to design and development a new project and
poor capacity to write the project proposal or objective.
 Lack of proper funds leads financial crisis and as a result in some times qualified
employees are not motivated.
 Small NGOs have very little ability to provide sufficient remuneration or salary. As a
result, they cannot retain the potential staff.
 Most of NGO's director and senior staff comparatively less qualified.
 Potential staffs do not like to work in the small development organization or NGOs and
they do not get the working environment.
 Sometimes it is very difficult to motivate the donors.
 As most of the targeted are poor and illiterate, it is very difficult to convince them in
many cases.
Recommendation:
 They can target students of schools & colleges as a volunteer for every month or every 2
months for fund raising near the campus compound
 Besides, school, college & university students can also provide a share of their pocket
money savings monthly for fund raising.
 Creating more awareness among common people through mass media like TV,
newspaper, posters, flyers etc. for increasing fund raising & volunteers.
 Encouraging local donors & local businesses to sponsor children & elderly people on the
name of their deceased parents, grandparents etc.
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17.  Showcasing the cultural & national events of Bangladesh will create more awareness &
convince the target market to get in the program.
 Special services such as aiding in their social & other activities & promotional featuring
of the donors as showcasing them among the society as responsible persons or businesses
in the society will help getting sustainable & long term relationship with them.
Conclusion:
No organization can succeed without focusing on its future existence. Maintaining long-term
sustainability by expanding its operations, not only in physical presence but also in program
variation is required. Volunteers, staffs, donors & communities are the key performers of the
project . Doing a research on the target market behavior, choosing right media for
communication, volunteer training, awareness campaigning program, event organizing etc. can
aid in the project success.
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