This document summarizes an eye donation campaign organized by an NGO called UMEED. The campaign aims to raise awareness about eye donation and pledge more people to donate their eyes. The campaign will be organized on important dates like Republic Day, International Eye Donation Day, and Mahatma Gandhi's birthday. The campaign will use direct marketing techniques like group discussions, face-to-face interactions, websites, and print advertisements to promote eye donation and address common questions and myths regarding eye donation.

1. DIRECT
MARKETING

2. INTRODUCTION
We are an NGO - “UMEED”
Our Mission - Saving and
enhancing the quality of life
through organs donation.
Our Vision – A trustworthy
organization for the people.
Initiative - Eye Donation
Campaign .

3. "Light up the
darkness in their
life. Pledge &
Donate Your
Eyes”

4. EYE DONATION CAMPAIGN
 Organised on –
26th January 2011 – Indian republic Day.
10th June 2011 – International Eye
Donation Day.
2nd October 2011- Mahatma Gandhi
Jayanti.

5. SOME FACTS AND FAQS
 We can light the life of a blind person by
donating our eyes after our death.
 What are the Reasons for Very Few Eye
Donations?
 Who can be eye donors?
 Whom should we contact to donate
eyes?
 How long will you take to reach?
 Will the recipient be informed of the
donor’s details?

6.  What is the need for Eye donation?
 1.5% of the population are unnecessarily blind
 25% live below the poverty line
 2.5 million children are suffering, including those who
 don't have the correct spectacles
 32% are under 15
 60% of blind children will not make it to adulthood.
 75% live in rural areas
 There are 12,000 ophthalmologists in the country but
 the majorities of them live and work in the urban areas.
 40% live in rural areas in Central & Northern India
where there is little access to quality eye care services.

7. FEATURES & PRICING
 Make people aware .
 Help blind people to get the vision and give a
new life .
 Pricing - It will be non- monetary i.e. your time,
efforts, willpower, guts, responsibility and your
dedication to stand up for the cause.
 Promotional Offers.

8. LEAD GENERATION
 Target Audience : above the age 18yrs.
 DATA COLLECTION METHODS:
1. Primary data :Surveys and Personal
Interviews.
2. Secondary data :Blood Bank or Donation camps
& Eye Care Hospitals .

9. DATABASE MANAGEMENT
 MANAGE THE DATA SOURCE:
1. In the case of surveys and personal
interviews.
2. In the case of secondary data.
3. In case of Eye Care Hospitals.
 MANAGE THE DATA ENTRY:
1. Distinguishing factor will be the code number.

10. CHANNELS USED
Group Selling
Face- to- Face selling
Email & Internet
Direct Response Print
Media

11. GROUP SELLING
 We can easily aware our target group, and this also
a „soft sell‟ approach.
 We will also tell the rewards they will get which will
bring in more people.

12. FACE-TO FACE SELLING
 Oldest forms of Direct Marketing.
 We can get the confirmation by talking to family
members.
 Direct approach to the people and make them
aware about the campaign.
 Motivate them to Pledge and Donate eyes.

13. EMAIL & INTERNET
 Our Website : www.umeedngo.com
 Online Registration.
 Social networking site like facebook, Orkut, and
others.
 Regularly update our site and that also at a cheap
cost.
 Can change our flash banner ads easily.
 Help to get more no. of people for eye donation.

15. DIRECT RESPONSE PRINT MEDIA
 Print Advertisements have longer shelf life.
 It will also allow us to get direct response from the
people.
 Acquistion (Direct marketing Strategy) :core aim : to
recruit maximum no. of target customers at
minimum cost.

16. 26th January 2011 – Indian republic Day.

17. 10th June 2011 - International Eye Donation Day.

18. 2nd October 2011- Mahatma Gandhi Jayanti.

19. “MAKE EYE DONATION
YOUR FAMILY
TRADITION”
Thank you !