This document proposes a plan to increase donations to Sanjiwani by creating a blog about Nepal trekking and marketing it online. The plan is to make minor updates to Sanjiwani's existing website, launch a blog about trekking in Nepal with regular content, and use paid advertising and article marketing to drive visitors to the blog. The goal is to get people interested in trekking to sign up for an email series in exchange for asking them to donate. An initial budget of $800 is proposed to set up and test the marketing. If successful, the plan could be expanded to generate more ongoing fundraising through continued marketing spending.

1. BUILD IT AND THEY WILL COME Draft Proposal For http://www.sanjiwani.org.np April 2011

2. The Backdrop Very few searching for 'donate Nepal' Plenty searching for 'Nepal trekking' Sanjiwani website gets very few visitors Sanjiwani needs to raise funds

3. The Plan Make subtle changes to existing Sanjiwani website as outlined in Greg's email dd 14 th March 2011 Create new blog about 'Nepal trekking' and post regular content to that blog (videos and articles). (A 'blog' used to be short for a 'weblog' or online diary. The everyday usage has now expanded to include uses such as this, which is an up to date and informative site about a specific subject). Actively market that blog to those interested in 'nepal trekking' through Pay Per Click advertising (paid for), YouTube and article marketing Blog has heavy focus on getting visitors to sign up in exchange for our free email series “The 10 Things You MUST Know When Trekking in Nepal”

4. Initial Cost Budget Blog and series set up and tidy up of existing: $300 YouTube and Article Marketing: $200 Test PPC to understand economics: $200 (Above costs covered by Chris. Suggest review after $400 marketing spend to ascertain cost per subscriber and subscriber to donations ratio)

5. Revenue Blog will carry zero advertising Email series and blog will ask for donations Once we have visitors up to a reasonable level (say 1,000 visitors per day), then sponsors will be actively sought, giving WorldExp first refusal. (If they refuse do we then need their permission to seek elsewhere?)

6. Production I can do everything :) But will need content in the form of written articles and video (unedited will do) about Nepal Trekking

7. Managing relationships and expectations with WE

8. Next Steps 1) Consult with Bir Singh and get approval (April) 2) Make suggested changes to existing (April) 3) Collect blog and video material (April/May) 4) Start publishing blog (June) 5) Start and complete test marketing (June) 6) Review and decide next steps (July)

9. What does this mean for Sanjiwani going forward? 1) To continue this approach, there will be an ongoing need for a portion of funds raised to be used for fund-raising activities that will have an uncertain return (while obviously having a downside that can be minimized). 2) If the approach is successful, then there is no reason not to expand the marketing activities over and above those mentioned here (whilst always measuring return v investment). (Many charities do this, spending ~30% of income)