SUMMER TRAINING PROJECT REPORT

ON

"DIGITAL MARKETING FOR SOCIAL GOOD: BOOSTING VISIBILITY

AND SUPPORT FOR [NGO' SEVA SATKAR FOUNDATION]"

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

THE MASTER’S DEGREE IN BUSINESS ADMINISTRATION

SUBMITTED TO:

INTERNAL GUIDE EXTERNAL GUIDE

Dr. Imran Ahmad Name

Designation Designation
IMS UNISON UNIVERSITY Company Name
Dehradun Location

SUBMITTED BY:
Mr. Suhail Khan
(Mention ID No)

IMS UNISON UNIVERSITY, DEHRADUN

BATCH 2022-25
INTERNSHIP CERTIFICATE
 INTERNAL GUIDE CERTIFICATE

I have the pleasure in certifying that Ms. is a bonafide student of 5 th Semester of the ’s
Degree (Batch 2022-25), of IMS Unison University, Dehradun, Roll No.

He/ She has completed his/her project work entitled "DIGITAL MARKETING FOR
SOCIAL GOOD: BOOSTING VISIBILITY AND SUPPORT FOR [NGO' SEVA SATKAR
FOUNDATION]"
my guidance.

I certify that this is his/her original effort & has not been copied from any other source.
This project has also not been submitted in any other Institute / University for the
purpose of award of any Degree.

This project fulfils the requirement of the curriculum prescribed by this Institute for the
said course. I recommend this project work for evaluation & consideration for the award
of Degree to the student.

Signature : ……………………………………
Name of the Guide :
Designation : Assistant Professor, School of Management
Date : ……………………………………
 DECLARATION
I humbly declare that this report entitled "DIGITAL MARKETING FOR
SOCIAL GOOD: BOOSTING VISIBILITY AND SUPPORT FOR
[NGO' SEVA SATKAR FOUNDATION]” submitted in partial fulfilment
of the requirement for the degree of at IMS Unison University, Dehradun is
based on the original work, carried by me and no part of it has been presented
or published previously for any higher degree/diploma.

It is also declared that this report has been prepared for academic purposes
alone and has not been/will not be submitted elsewhere for any other
purposes.

Date:
Signature
Name:
ACKNOWLEDGEMENT

I would like to express my special thanks of gratitude to my external guide.MR. SUHAIL

KHAN for his valuable guidance and encouragement during the entire training period. I
am thankful to IMS Unison University Dehradun for giving me this opportunity and my
faculty mentor Dr.IMRAN AHMED Assistant Professor for his aspiring guidance in
different matter regarding the topic, valuable moral support, constructive criticism, and
friendly advice during the internship. I am grateful to them for sharing their truthful and
illuminating views on number of issues related to project.

At last, I would like to extend my deep gratitude towards my family and all of my friends
for their Cooperation, Inspiration, Guidance and support during all stages of the
preparation of this report and help me to ride over the difficulties I had during my project
work.

Finally, thanks to all for your encouragement and continuous support

 EXECUTIVE SUMMARY
This study explores the impact of digital marketing strategies in enhancing the visibility and
support for Seva Satkar Foundation, a nonprofit organization dedicated to social welfare
initiatives. With the growing importance of digital platforms, NGOs like Seva Satkar Foundation
have increasingly turned to online tools to engage their audience, increase awareness about their
causes, and drive donations and support. The research delves into how digital marketing,
including social media, email campaigns, and online fundraising, can effectively boost the
foundation's visibility and outreach efforts.

The analysis highlights the need for NGOs to adopt a well-rounded digital marketing strategy
that includes content marketing, social media engagement, search engine optimization (SEO),
and data-driven approaches to target the right audience. The study also examines the
effectiveness of various platforms, such as Facebook, Instagram, and the organization's website,
in delivering the foundation’s message and attracting donors. Through surveys and interviews
with key stakeholders, including donors, volunteers, and digital marketing experts, the research
provides insights into the perceptions of Seva Satkar Foundation's digital presence and areas for
improvement.

Key findings suggest that content highlighting real-life stories of beneficiaries and the impact of
donations tend to generate the most engagement. Donors are more likely to contribute when they
see transparency in the organization's operations and outcomes. Social media plays a crucial role
in reaching a broader audience, while email marketing serves as a valuable tool for donor
retention. The study also identifies challenges, such as limited resources for digital marketing
and the need for more consistent content updates to maintain audience engagement.

Based on these findings, the study offers practical recommendations for Seva Satkar Foundation,
including strengthening its storytelling approach, enhancing transparency through regular
updates on initiatives, and investing in digital tools and analytics to optimize future campaigns.
These steps can significantly increase donor engagement, improve brand visibility, and support
the organization's overall mission.
In conclusion, digital marketing holds significant potential for Seva Satkar Foundation and
similar NGOs to expand their reach and secure sustainable support. By leveraging online
platforms effectively, nonprofits can not only boost awareness but also foster stronger
connections with their communities, leading to long-term success in their social impact goals.
ABSTRACT
This study examines the role of digital marketing in enhancing the visibility and support for Seva
Satkar Foundation, a nonprofit organization focused on social welfare. In today's digital age,
NGOs face the challenge of reaching a broader audience and securing support in an increasingly
competitive environment. This research explores how Seva Satkar Foundation can leverage
digital marketing tools—such as social media, content marketing, email campaigns, and online
fundraising platforms—to increase awareness, engage donors, and drive contributions to support
its mission.

The study employs both qualitative and quantitative methods, including surveys of donors and
volunteers, as well as interviews with digital marketing professionals. It investigates the
effectiveness of various digital platforms, including Facebook, Instagram, and the foundation’s
website, in communicating the foundation’s message and attracting donor support. Key
performance indicators (KPIs) such as engagement rates, click-through rates, and donation
conversions were analyzed to assess the success of the foundation's current digital marketing
strategies.

Findings reveal that content showcasing the foundation's impact, particularly through real-life
stories of beneficiaries, significantly boosts audience engagement. Transparency in operations
and regular updates on ongoing projects were also found to be critical factors influencing donor
trust and contributions. Social media emerged as a powerful tool for expanding reach, while
email marketing was identified as an effective method for maintaining donor relationships. The
research also identifies areas for improvement, including more consistent content creation, better
use of analytics for targeted outreach, and increased investment in digital tools.

The conclusions drawn from this study underscore the importance of a comprehensive digital
marketing strategy for NGOs like Seva Satkar Foundation. Recommendations include enhancing
storytelling techniques, improving transparency, and optimizing digital campaigns with data-
driven approaches. These strategies can help NGOs strengthen their online presence, build
stronger relationships with their supporters, and ensure long-term sustainability.
In summary, this research highlights the significant impact that effective digital marketing can
have on the success of nonprofit organizations. By leveraging digital tools and platforms, Seva
Satkar Foundation can enhance its visibility, increase donor engagement, and further its mission
of social good.
INTRODUCTION

The Role of Digital Marketing in the Modern World

In the digital age, marketing is no longer confined to traditional channels like print media, radio,
and television. The evolution of the internet and the advent of social media platforms have
redefined the way businesses and organizations communicate with their audiences. Digital
marketing encompasses a broad range of strategies, including social media marketing, email
campaigns, content marketing, search engine optimization (SEO), and pay-per-click (PPC)
advertising, to name just a few. Its power lies in its ability to reach large, diverse audiences at a
fraction of the cost of traditional marketing efforts.

For nonprofit organizations, digital marketing holds even more significance. It offers a unique
opportunity to increase visibility, foster relationships with supporters, raise awareness about
important causes, and fundraise. These capabilities have empowered NGOs to reach global
audiences, raising both financial support and social awareness for their missions. This is
particularly crucial for NGOs like Seva Satkar Foundation, which strives to serve communities
in need and address important social issues. The foundation's success in accomplishing its goals
hinges not only on its commitment to service but also on how effectively it communicates its
message to potential supporters and volunteers.

II. The Seva Satkar Foundation: Mission, Vision, and Goals

The Seva Satkar Foundation is a non-governmental organization (NGO) founded with the
vision of empowering underprivileged communities, promoting education, and providing
healthcare services to those in need. With an unwavering commitment to social justice, the
foundation has taken the initiative to improve the quality of life for marginalized groups by
providing them with access to basic resources and opportunities for growth.

Founded with a small group of dedicated volunteers, the foundation quickly realized the
importance of reaching a larger audience to amplify its impact. While traditional methods of
outreach, such as word-of-mouth, local events, and printed materials, were useful in the
beginning, the evolving landscape of communication posed both challenges and opportunities.
As Seva Satkar Foundation sought to expand its reach and make a greater impact, it became
apparent that a strong digital presence would be critical to achieving its goals. Digital marketing
strategies could not only enhance visibility but also drive donations, increase volunteer
participation, and ultimately support the foundation's long-term sustainability.

III. The Power of Digital Marketing for NGOs

As NGOs strive to make meaningful changes in society, the role of digital marketing cannot be
overstated. For organizations like Seva Satkar Foundation, digital marketing is a valuable tool
to amplify their impact in the following ways:

1. Wider Reach and Audience Engagement: Digital platforms provide NGOs with the
ability to connect with people across geographical boundaries. Social media networks,
search engines, and websites allow foundations to reach local, national, and global
audiences. Through these platforms, organizations can raise awareness about pressing
issues, highlight success stories, and connect with individuals who may be interested in
supporting their causes.

2. Building Relationships with Donors and Volunteers: Digital marketing offers a direct
line of communication between the foundation and its stakeholders. Through
personalized email campaigns, social media updates, and engaging content, NGOs can
foster relationships with their donors and volunteers. This helps build trust and loyalty,
which in turn can lead to more sustained financial support and active volunteer
participation.

3. Cost-Effective Solutions: One of the most significant advantages of digital marketing for
NGOs is that it offers affordable alternatives to traditional advertising methods. Paid
advertising, SEO, and social media campaigns can reach a broad audience for a fraction
of the cost of TV or print ads. For NGOs with limited budgets, this accessibility is crucial
in driving awareness and engagement.

4. Real-Time Feedback and Analytics: Digital marketing also allows NGOs to track the
effectiveness of their campaigns through various analytics tools. These tools enable
organizations like Seva Satkar Foundation to measure website traffic, social media
 engagement, and fundraising outcomes. Based on this data, NGOs can adjust their
strategies to improve performance, whether that means targeting different demographics
or experimenting with new content formats.

5. Fundraising Opportunities: A key challenge for any NGO is fundraising. With digital
marketing, Seva Satkar Foundation can create online donation platforms, run
crowdfunding campaigns, and use social media to encourage micro-donations. These
strategies are not only cost-effective but also allow NGOs to tap into a wider pool of
potential donors, including younger generations who prefer digital interactions.

6. Creating Compelling Stories: The power of storytelling in nonprofit marketing is

profound. Digital media platforms—especially social media—allow NGOs to share
compelling stories about their beneficiaries, their work, and the positive changes they are
creating in the world. By sharing these stories in an engaging, authentic, and transparent
way, Seva Satkar Foundation can connect emotionally with audiences, inspiring them
to take action.

IV. Digital Marketing Strategies for NGOs: A Framework for Success

To effectively utilize digital marketing, NGOs must adopt a well-structured and targeted
approach. For Seva Satkar Foundation, this means creating a digital marketing strategy that
aligns with its mission and goals, while being mindful of its available resources. Some essential
components of a successful digital marketing strategy for NGOs include:

1. Website Optimization and Content Strategy: The foundation's website should serve as
a hub for all of its digital marketing efforts. It needs to be well-designed, easy to
navigate, and optimized for search engines. Additionally, content should be created that
tells the organization's story, showcases its impact, and provides resources for potential
donors and volunteers. Blogging, infographics, and videos can be effective ways to keep
the content fresh and engaging.

2. Social Media Engagement: Social media platforms like Facebook, Instagram, Twitter,
LinkedIn, and YouTube are critical tools for increasing visibility. The foundation should
leverage these platforms to share updates, highlight success stories, run fundraising
 campaigns, and engage with followers. By posting regularly and responding to
comments, Seva Satkar Foundation can create a sense of community around its cause.

3. Email Marketing Campaigns: Email marketing remains one of the most powerful ways
to communicate with supporters. Newsletters and campaign emails can keep donors
informed about upcoming events, progress reports, and donation drives. Personalization
in these emails increases the likelihood of engagement and donations.

4. Paid Advertising and SEO: Paid advertising through Google Ads or social media
platforms can help Seva Satkar Foundation reach targeted audiences who are likely to
support its mission. Additionally, SEO techniques can improve the organization’s search
rankings, driving organic traffic to its website.

5. Collaborations and Partnerships: NGOs can also benefit from partnerships with
influencers, celebrities, or other organizations to increase their digital reach. By
collaborating with like-minded organizations or individuals, Seva Satkar Foundation
can expand its audience and gain credibility through association.

6. Crowdfunding and Online Donation Platforms: Platforms such as GoFundMe,

JustGiving, or Patreon allow NGOs to create fundraising pages that can be shared on
social media and through email. This provides a convenient way for supporters to
contribute financially to the foundation’s initiatives.

V. Measuring the Success of Digital Marketing Campaigns

The success of a digital marketing campaign is ultimately determined by the goals set at the
outset. For Seva Satkar Foundation, this could mean measuring increased donations, volunteer
sign-ups, or the overall reach of campaigns. Key performance indicators (KPIs) such as website
traffic, social media engagement, and conversion rates will help the foundation assess the
effectiveness of its marketing efforts. By using analytics tools like Google Analytics, social
media insights, and email campaign reports, the foundation can gain valuable insights into which
strategies are working and where improvements need to be made.

VI. The Future of Digital Marketing for NGOs

As technology continues to evolve, so too will the opportunities available for NGOs like Seva
Satkar Foundation to reach their audiences. From artificial intelligence (AI) and machine
learning to augmented reality (AR) and virtual reality (VR), the possibilities for engaging digital
marketing are endless. The future of digital marketing for social good lies in embracing these
innovations while staying true to the values of transparency, empathy, and social responsibility
that underpin the NGO sector.

VII. Conclusion: Empowering Social Good through Digital Marketing

In conclusion, digital marketing is an indispensable tool for NGOs aiming to enhance their
visibility, attract supporters, and drive their missions forward. For Seva Satkar Foundation,
leveraging digital marketing effectively will help amplify its impact and foster long-term
sustainability. By embracing the power of digital platforms, the foundation can connect with a
global audience, raise funds, and share the stories of the people it serves. As digital marketing
continues to evolve, the foundation’s efforts will play a crucial role in shaping the future of
social good, ensuring that its mission reaches even greater heights.

1.1 DIGITAL MARKETING: THE CONCEPT

Digital marketing as a concept is used differently by different people. Many times it is used
synonymously with „internet or web marketing‟, „e-marketing‟, „ecommerce‟ and „e-business‟.
Although, these terms are inter-related, yet there lies a difference among all the terms (Rowan,
2002). Internet marketing refers to the promotion of goods and services over internet requiring a
real time live internet connection (Hanson and Kalyanam, 2007). E-business is a broader term
that deals with application of technology in business‟s internal processes and transactions with
third party. It involves e-commerce which represents its commerce side and e-marketing which
includes its marketing side. E-marketing also known as „electronic marketing‟ makes use of
internet and digital technologies and involves the promotion of goods or services through
electronic methods or media (Hoge, 1993). Rowan (2002) defined emarketing as practice of
using information technology for completing the marketing process that involves creation,
communication and delivery of value to customers along with managing customer relationships
(Lamb, Hair and McDaniel, 2001). E-commerce which reflects the commercial side of the
business refers to buying and selling using the internet and involves the financial transactions
using electronic media. The term „digital‟ can be defined as a data transmission technology
which is finite and non-variable in nature (Kaufman and Horton, 2014). Digital is expressed in
contrast to „analog‟ which is a continuous data transmission technology.

A marketing action becomes digital if relies over a digital medium to execute a marketing
function Chapter 1 3 (Deighton and Kornfeld, 2009; Yasmin, Tasneem and Fatema, 2015).
Kierzkowski McQuade, Waitman and Zeisser (1996) explain digital marketing as promotion of
products and services via one or more form of digital or electronic media. Techopedia (n.d.)
defines digital marketing as disposition of various promotional practices and methods to access
customers through various digital technologies. Bird (2007) defines digital marketing as a
communication activity conducted over media using digital transmission that establishes a direct
relationship between a company and its customers or prospects as an individual. The term
medium used here refers to the channels, instruments, applications, manners and devices which
for their functioning use digital codes (Rowan, 2002). Digital media include content based
platform like „websites‟, „social networking sites‟, „online communities‟, „search engines‟ etc.
using primarily the internet technology and devices such as „mobile phones‟, „digital TV‟,
„digital outdoors‟ using both internet and mobile technology.

Digital marketing differentiates itself from the internet marketing as digital marketing not only
includes the channels that require real time internet connection, but also includes digital
outdoors, digital TVs, SMS (Short Message Service), billboards, mobile apps, MMS
(Multimedia Message Service), call-back and on-hold mobile ring tones, e–books and games
with a digital platform which can run offline too (Scharl, Dickinger and Murphy, 2005; Pandey
and Shukla, 2010; Gayatri and Rekha, 2014). It uses digital devices, channels and platforms
irrespective of their online or offline nature. Moreover emergence of new age concepts like
wearable technology and augmented reality is pushing the boundaries of digital marketing
beyond internet (Merisavo et al. 2008; Yasmin et al. 2015).

So, it can be said that internet marketing is a subset of digital marketing. 1.2.1 Internet: The
Core of Digital Marketing Internet remains at the core of digital marketing due to its easy
integration and compatibility with various digital devices like mobile phones, tablets, watches,
TVs and many more (Smith, 2011). Internet, probably the most important invention of 20th
century, has changed the scope of marketing. It has emerged as a medium serving multi-channel
function of marketing, sales, distribution and relationship building. Now products are positioned,
marketed, distributed and purchased over internet. Internet has also altered the traditional
marketing mix strategy. It enables the marketer to sell more variety of mass customized products.
Internet facilitates the easy price comparison among available products for the customers.

Internet has added a new channel of distribution which is convenient, fast and easy. Promotion
has experienced the paradigm shift whereby conversations have taken place of commercial
messages and customers have become story tellers. Marketers are now using many marketing
tactics to implement the digital marketing strategy like SEO* (Search Engine Optimization),
SEM* (Search Engine Marketing), affiliate marketing* and PPC* (Pay-per-click) and others.
Internet refers to an interconnected network of computers connected globally through dedicated
servers and routers (Whittaker, 2002). The computers in this global * See Glossary given in the
end for details. Chapter 1 4 network hold files known as web pages that can be accessed by the
other interconnected computers (Tanenbaum, 1996). „Intranet‟, „Extranet‟ and „Web‟ are three
main types of network that form internet. Intranet runs internally in an organization using hypter
text markup language (HTML) and browsers.

Extranet is comprised of two or more proprietary networks which are connected with the purpose
of sharing information. Web supports a graphic user interface for hypertext navigation with a
browser (Beal, 2010). One can trace back the underpinning of internet back to1960‟s when two
of the MIT‟s researchers namely J.C.R. Licklider in 1960 and 1968 and Leonard Kleinrock in
1961 wrote about galactic networks and packet switching theory. In 1972, first public
demonstration of Advanced Research Project Agency Network (ARPANET), the precursor of
today‟s internet and electronic mail was made. By 1985, internet was already well established as
a technology supporting a broad community of researchers and developers. Till 90‟s internet was
not open for business (Leiner et al. 2009).

It was Tim Berners- Lee‟s development of World Wide Web (WWW) in the year 1991 that
fuelled the internet revolution of today. In the year 1993, internet was fully opened to
commercial traffic. „Mosaic‟, the first web browser was released in 1993 which was followed by
„Netscape Navigator‟ browser released in mid-1994 (Ratliff and Rubinfeld, 2010).
„WebCrawler‟, first search engine service was launched in the year 1994. This was rapidly
followed by a proliferation of search engines, such as „Lycos‟, „Magellan‟, „Excite‟,
„Infoseek‟, „Inktomi‟, „AltaVista‟ and „Yahoo‟. „Google‟, incorporated in the year 1998
became the world‟s leading search engine. Slowly internet became the main tool for searching
information and technological advancements like wireless connection and digital data
transmission technology paved the way for digitalization.

Digital marketing was then related to wireless connection (Merisavo et al. 2007). There is no
consensus on when advertising on the internet began. Tim O‟Reilly, founder of the web portal
Global Network Navigator (GNN), states that the first advertising appeared in the year 1993 on
GNN (O'reilly, 2007). Some others mention „HotWired‟ site on which banner ad sold to the
company called AT&T was displayed in the year 1994 (Medoff, 2000; Evans, 2009). Google
launched its „AdWords‟ service in October, 2000 that placed ads on the search results pages on
„google.com‟. By March 2003, Google had over 100,000 advertisers who bought search ads
through the „AdWords‟ program. Google by the year 2003 was serving 200 million searches per
day on all of its sites worldwide (Levy, 2011). Internet also evolved overtime and allowed people
to generate and share content with others with web 2.0* technology. It offered features like
interactivity, customization, connectivity and personalization that altered consumer behaviour
also. Media proliferated further with new services, network and devices that exerted profound
effects on consumers and marketers and digital channels became the most important medium of
marketing. Now, consumers are using internet for different reasons ranging from socializing,
downloading, uploading, reading, searching, comparing, buying and selling to giving feedback.
Internet is emerging as a primary * See Glossary given in the end for details. Chapter 1 5
destination for searching information. Most of the customers are starting their decision making
journey with internet. VSNL in 1995 launched public internet services in India.

It was followed by major newspapers like „Indian Express‟, „Hindustan Times‟ and „Times of
India‟ set up their websites in 1995. ICICI opened first online banking site in the year 1997.
Private internet service providers were allowed to operate in the country and „Sify‟ became the
first national internet service provider. Year 1999 was marked as „dot com‟ boom year when
„sify.com‟ bought „India world‟ for 499 crores and listed on NASDAQ, large no. of dot.com
companies were formed, number of internet kiosks* were opened and satellite international
gateways were established for Indian internet service providers. Parliament passed Information
Technology Act in the year 2000. In last 15 years, Indian internet industry has seen splendid
growth and one can see the application of internet in every sector and category like railways,
stock market, shopping, banking, gaming, news, aviation, education, entertainment, tour, travel
and many others. Emergence of social networking sites and internet compatible devices has also
significantly affected internet‟s adoption and popularity in India (Rao and Manzar, 2013).

1.2 DIGITAL MARKETING COMMUNICATION

Marketing communication can be defined as an exchange process dealing with ideas, thoughts
and information between two parties i.e. the marketer and consumers with the aim of achieving
commonality (Smith and Taylor, 2004). Marketing communication is an activity aimed at
conveying information like promoting a product, new product launch and community initiatives
that a marketer wishes to share with public or customers (Kotler and Keller, 2012).
Communication process is an organized and systemic activity in which message travels from the
sender to the receiver(s) via some media or channel (Steinberg, 2007). A business must choose
and invest in the most suitable channel keeping in mind the cost, benefits and communication
flows. Today, with the expansion and universal acceptance of information communication
technology, the most commonly used channels are digital relying heavily on internet and mobile
network services and communication flows are digital packages including data, text, sound,
images or combination of these (Corniani, 2006).

Digitalization of communication channels has enabled corporate to build both the private and
public channel of communication. Private channels have high development cost whereas public
communication channels have very low development cost. Corporate are increasingly using the
public channels of digital communication which are not only less costly to set up and maintain
but are also becoming very popular among the masses. These channels have the inherent
capacity to profile target audience, track the activities of an individual, personalize, customize
and generate feedback (Salehi, Mirzaei, Aghaei, and Abyari, 2012.).

Digital technologies enable marketers personalizing the customer experience that ultimately
leads towards an active interest of the customer. Active interest by the customer in digital
communication represents a * See Glossary given in the end for details. Chapter 1 6 shift
towards pull communication* whereby target audience actively seeks the content or information
rather than being passively subjected to the marketing communication. The Digital Marketing
Institute, Dublin, Ireland explains digital marketing communication as an integrated, targeted and
measurable communication with the customers by using digital technologies which in turn helps
marketer to acquire new customers and retaining existing customers along with nurturing long-
term and fruitful business relations with them.

In simple words, digital marketing communication refers to promotion aimed at individual

customer about the goods and services offered by a marketer over digital channels of
communications (Ryan, 2014). Digital channels include computers, mobile phones, digital
outdoors and digital TVs to name the most popular. Digital marketing communication refers to
the interactive, targeted, individual and measurable communication about the products of the
marketer with target audience made over digital media (Merisavo et al. 2007).

Digital marketing communication keeping online marketing at its core essentially performs the
function similar to its conventional colleague i.e. traditional communication. It appeals
customers, apprises them about the new updates, influences their decisions and upholds their
satisfaction as its supreme objective; but its ability to customize and personalize the
communication as per target customers‟ needs gives it an upper edge over traditional media
(Hawks, 2015). Marketing communication in digital environment can be made by many ways. A
marketer can use search engine and apply SEO and SEM to inform target audience about its
products and services. Internet marketing especially the e-mails, banner advertising, pay-per
click and e-newsletters can also be employed by the marketer to communicate with the potential
consumers. Manufacturer‟s website that furnishes vital information about the company, brand,
products and services offered, can act as vital source of information for the consumers. Social
media especially the social networking sites and video sharing sites facilitate the meaningful
relationship with the customers (Solomon, Marshall and Stuart, 2012).

Digital TV promotes the important information in the manner desired by the customers and
provides the additional information if desired by the target customers. Strategically placed digital
outdoors with interactive features like touch-screen and QR codes, enable the marketer to target
the potential customers. No one can underscore the importance of mobile phones that remain
closest to target audience all the time and inform marketers about the customer‟s tastes and
preferences. Marketers also inform the target customers via SMS, MMS, VAS (Value Added
Services), mobile friendly sites, being the most popular mobile marketing options. New age
digital channels coupled with traditional channels produce exceptional results for marketers.

Characteristics of Digital Marketing Communication Digital communication has the

characteristics of being informative, interactive, responsive, compatible, measurable, quick, cost
effective, versatile and customized (Merisavo et al. 2007). Digital marketing facilitates
communication at a faster pace and reaches more number of people than traditional marketing
communication (Smith, * See Glossary given in the end for details. Chapter 1 7 2011). Digital
marketing communication banks heavily upon data storage* and data mining* to function
effectively. Data storage and data mining unveils the most profitable customer segment, product
and territory, potential customers, opportunities for cross and up-selling*, most effective
promotional media, most appropriate pricing policy and most desirable distribution channel for a
marketer.

Digital marketing offers huge quantity of information to consumers which allow consumers
instantly accessing the unimaginable information sources. Digital marketing communication is
also interactive (Deighton, 1996). Interactivity deals with two way communication between
marketers and consumers. Digital communication aims at establishing a dialogue which enables
marketers to effectively respond to the queries of individual customer by knowing their
requirements. Unlike traditional marketing, digital communication enables individual targeting
also whereby individual customer can be reached via his/her preferred channel of choice with a
tailored message. Measurability of the digital medium allows marketer to track the important
parameters related to consumer behaviour which deals with the keywords used for searching
information, type of digital channel used to obtain information, time spent on particular website,
frequency of visit, sharing of digital content, amount and time of purchase, details of conversion,
demographic details and others (Ryan and Jones, 2012).

The tracking is made possible by use of many analytical tools available in the market with
„Google Analytics‟ being the most popular. Digital marketing communication is very cost
effective in comparison to traditional marketing. Digital communication can reach more number
of people than the traditional marketing communication at a very reasonable cost. Digital
marketing techniques which include content marketing, MMS, SMS, search engine optimization,
search engine marketing, social media marketing and channels like websites, online forums, e-
mails and others are not very costly to create and maintain. Moreover, advertising over digital
platforms are usually charged as per pay per click method which is also more cost effective than
traditional commission method. Digital communication also benefits the marketer many folds
apart from being cost effective. It enables the enormous amount of data collection for the
marketer as every individual action like click, stop, listing or interaction over digital channels
can be tracked. Media effectiveness can also be easily measured over digital channels. Customer
profiling can be easily done over digital channels which leads to long-term valued relationship
with the customer (Ryan, 2014).

Digital marketing communication empowers customers by allowing customers‟ participation.

Customers can connect with others sharing similar interests by accessing the link or communities
created by them, leaving behind the barriers of time and space. Digital communication offers
customers an environment in which they can initiate the conversation with the brand and pull the
content of their choice. Digital mediated communications enable the marketers to cultivate
intimacy with the customers and foster the strong customer relationship management. Marketers
can identify their customers before they make the purchase, thereby making them addressable.

1.3 TRADITIONAL MARKETING VS. DIGITAL MARKETING

Digital marketing communication has many unique characteristics which give digital
communication an edge over traditional communication and make it a preferred choice for many.
Consumers in digital environment can have anytime access to huge information base which was
not possible in case of traditional communication due to its outbound nature. Traditional
marketing offers limited information and low consumer engagement whereas digital marketing
offers immense information to the consumer that a consumer can copy and save for future also.
Traditional marketing offers limited or no interaction with the consumers except personal selling.
Certain other techniques like coupons, direct mails and catalogue provide limited interactivity,
that too after a fixed time period. On the other hand, digital marketing communication facilitates
individual interaction anytime anywhere. Consumer might initiate the interaction process and can
also participate in various activities initiated by the marketers.
Consumers can also interact with other consumers and seek their advice, feedback and opinion
for the particular product or service. They can be a part of numerous online communities based
on their interest. Traditionally consumers used to contact family, relatives and friends for advice
or banked upon word-of-mouth product recommendations before making a purchase decision.
Now consumers search online, read online reviews, compare features and prices on websites, and
discuss options via social networking sites. Traditional marketing mix has also undergone
significant change in digital environments. Product, the core offering of the marketer, has
become an experience now. Consumers talk about various products/ brands of marketers, fetch
the details from various digital sources and share with others through social media (Charan,
2011). Price has become an exchange which varies according to time of the day, location and
loyalty to name a few. Restrictions of place have been removed and consumers can search,
compare, evaluate and buy products irrespective of their physical location. Promotion in digital
environment has probably seen the biggest shift in digital world as almost every marketer
irrespective of size, type and territory is making use of digital channels to communicate with its
target customers. Consumers have become co-partners with marketers in shaping and spreading
the marketing message. Consumers have acknowledged digital as a medium offering timely,
quick and relevant marketing information (Urban, 2004)

Internet

A worldwide system of interconnected computer networks. The origins of the Internet can be
traced to the creation of ARPANET (Advanced Research Projects Agency Network) as a
network of computers under the auspices of the U.S. Department of Defense in 1969. Today, the
Internet connects millions of computers around the world in a nonhierarchical manner
unprecedented in the history of communications. The Internet is a product of the convergence of
media, computers, and telecommunications. It is not merely a technological development but the
product of social and political processes, involving both the academic world and the government
(the Department of Defense). From its origin in a no industrial, no corporate environment and in
a purely scientific culture, it has quickly diffused into the world of commerce.

The Internet is a combination of several media technologies and an electronic version of

newspapers, magazines, books, catalogs, bulletin boards, and much more. This versatility gives
the Internet its power.
Online Marketing

Internet marketing is the process of building and maintaining customer relationships through
online activities to facilitate the exchange of ideas, products, and services that satisfy the goals of
both parties 40.

The definition can be divided into five components :

A Process : Like a traditional- marketing program, an Internet marketing program involves a

process. The seven stages of the Internet marketing program process are setting corporate and
business unit strategy, farming the market opportunity, formulating the marketing strategy,
designing the customer experience, designing the marketing program, crafting the customer
interface, and evaluating the results of the marketing program. These seven stages must be
coordinated and internally consistent. While the process can be described in a simple linear
fashion, the marketing strategist often has to loop back and forth during the seven stages.

Building and Maintaining Customer Relationships : The goal of marketing is to build and
create lasting customer relationships. Hence, the focal point shifts from finding customers to
nurturing a sufficient number of committed, loyal customers. Successful marketing programs
move target customers through three stages of relationship building: awareness, exploration, and
commitment. It is important to stress the goal of Internet marketing is not simply building
relationship with online customers. Rather, the goal is to build offline (as relevant) as well as
online relationships. The Internet marketing program may well is part of a broader campaign to
satisfy customers who use both online and offline services.

Online : By definition, Internet marketing deals with levers that are available in the world of the
Internet. However, as noted above, the success of an Internet marketing program may rest with
traditional, Offline marketing vehicles. Consider, for example, the recruiting and job-seeking
effectiveness of its television advertising and, in particular, its widely successful super bowl ads
of the past two years.

Exchange : At the core of both online and offline marketing programs is the concept of
exchange. In both the online and offline worlds, exchange is still the heart of marketing. In the
new economy, firms must be very sensitive to cross-channel exchanges. That is, an online
marketing program must be evaluated according to its overall exchange impact-not just the
online exchange impact. Hence, online marketing may produce exchanges in retail stores. Firms
must be increasingly sensitive to these cross channel effect if they are to measure the
independent effects of online and offline marketing programs.

Satisfaction of Goals of Both Parties : One of the authors of this book is a loyal user of the
website weather.com each day he arises and checks the weather in his city as well as the weather
in cities he will be traveling to during the week. He is clearly satisfied with and loyal to the site.
To the extent that weather.com can monetize this loyalty-most likely, in the form of advertising
revenue-both parties will be satisfied. However, if the firm is unable to meet its financial
obligations to employees, suppliers, or shareholders, then the exchange is unbalanced. Customers
are still happy, but the firm is unable to sustain its revenue model. Both parties must be satisfied
for exchange to continue.

These days, cyber criminals seem to be everywhere. They lurk in the darkest corners of the
internet, defrauding people, hacking, stealing, and hiding from authorities with virtual
anonymity. According to Wired, cyber criminals are wreaking havoc by unleashing ransomware
attacks, stealing data, even disrupting day-to-day government operations.

And the problem is only getting bigger. According to a report published by Accenture, the
number of cyber security breaches increased by 11 percent from 2017 to 2018. The cost of such
breaches is astronomical--about $600 billion worldwide, according to the Economic Impact of
Cybercrime report.

That's the bad news.

The good news is companies and government agencies are getting better at combating cyber
criminals, finding them, and bringing them to justice. And they're using digital forensics to do it.

Here's a look at the industry, where the jobs are, and what it takes to succeed.

Digital Forensics in Cyber Security Defined

People who work with digital forensics in cyber security are on the front lines in the fight against
cybercrime. They're the people who collect, process, preserve, and analyze computer-related
evidence.

They help identify network vulnerabilities and then develop ways to mitigate them. They go
deep inside networks, computers, and smartphones in search of evidence of criminal activity.
And they run counterintelligence against hackers, criminals, and others with nefarious intensions.

And they use scientific investigatory techniques to do it.

Where Digital Forensics in Cyber Security is Used

These days, anyone who uses the internet benefits from digital forensics in cyber security. That's
because any company that collects data from internet users employs people who fight and
investigate cybercrime.

Agencies and organizations have to be hyper-vigilant with the data they collect and protect, so
they are constantly testing their systems, looking for vulnerabilities and aggressively pursuing
the people who hack into networks in order to commit crimes.

Facebook, Twitter, Instagram, Homeland Security, the FBI, Target Corp., the military, local and
state law enforcement, and nearly every bank uses digital forensics in cyber security to protect
people using the internet.

What Skills are Needed for Digital Forensics in Cyber Security

As you can imagine, not just anyone with a laptop and internet access can be a digital forensics
professional. It takes a lot of knowledge and plenty of skills, including:

 a deep understanding of computers, technology across a broad spectrum, and

cybersecurity principles and practices,

 a working knowledge of computers, networks, and coding,

 in-depth investigative abilities,

 critical-thinking skills and analytical talent

 the ability to effectively communicate and work with a wide range of people
What makes the job so interesting is that sometimes the evidence is easily accessible, but other
times it's hidden deep within the computer or network. Often, it's been deleted by the suspect. It's
the job of the professionals to use their knowledge and skills to find the evidence, where ever it
may be hiding.

And sometimes it comes down to finding the data that's been hidden with a single keystroke.

How Digital Forensics in Cyber Security Makes a Difference

The field of digital forensics in cyber security is exciting because it makes a tangible difference
in the lives of people across the country and around the world.

The professionals who work in the industry have helped catch people dealing in illegal
pornography. They have helped bring killers to justice. They've tracked terrorists, located
missing people, and found otherwise ordinary employees who were stealing millions of dollars.

In fact, the field is so important that it actually spawned its very own television show. Back in
2015 and 2016, CBS produced CSI: Cyber, which helped shed light on how the industry helps
solve crimes.

Breaking into the Field

As you might imagine, the proliferation of technology has created a groundswell of need for
people who have the skills and knowledge to work in digital forensics in cyber security. The jobs
are out there, all you need to do to break into the field is demonstrate that you have the skills and
knowledge it takes to succeed. One of the best ways to do that is through school.

Earning your degree should teach you all the principles and practices used in the profession, and
help you get valuable hands-on experience.

Once you have that, you can chase down one of the many available jobs.
RATIONAL OF THE STUDY

In recent years, the rise of digital marketing has revolutionized the way organizations, including
non-governmental organizations (NGOs), engage with their target audiences. NGOs are
increasingly leveraging digital marketing strategies to enhance their visibility, raise awareness,
and garner support for their causes. One such organization is Seva Satkar Foundation, which is
dedicated to empowering marginalized communities through education, healthcare, and social
initiatives. Despite the foundation’s commendable work, its outreach and visibility remain
confined to certain geographic areas due to traditional marketing methods and limited resources.
This has created a gap between the foundation’s mission and its ability to reach a wider audience
of potential supporters, donors, and volunteers.

The rationale for this study is grounded in the increasing necessity for NGOs to adapt to the
rapidly changing digital landscape. While Seva Satkar Foundation has made significant strides
in its social initiatives, its lack of a structured and strategic digital marketing approach may be
hindering its growth potential. By understanding the power of digital marketing, the foundation
can tap into new channels to amplify its message and build a stronger, more engaged community.
In this context, the study aims to explore the role and impact of digital marketing in enhancing
the foundation’s visibility and support base. By assessing how digital marketing tools—such as
social media, email campaigns, content marketing, and online fundraising platforms—can
effectively increase engagement, donations, and volunteer participation, this research will
provide valuable insights into best practices for NGO marketing strategies.

Furthermore, as the nonprofit sector faces increased competition for resources and attention, it is
essential for organizations like Seva Satkar Foundation to not only showcase their impact but
also to demonstrate their potential to drive sustainable change. Digital marketing offers a unique
opportunity to bridge this gap by providing an affordable and efficient means of outreach that
can scale to meet the demands of a growing global audience. This study will contribute to the
body of knowledge by providing a focused analysis on how NGOs, specifically Seva Satkar
Foundation, can harness the power of digital marketing to achieve their mission and expand
their influence.
Additionally, this study seeks to address the challenges that NGOs face in utilizing digital
marketing effectively. While the potential benefits of digital marketing are clear, many NGOs,
especially those operating in developing regions, often struggle with limited technical expertise,
infrastructure, and budget constraints. The research will examine these barriers and suggest
practical solutions to overcome them, ensuring that digital marketing efforts are not only
strategic but also accessible and sustainable for organizations of all sizes.

By conducting this research, the study aims to fill a critical gap in the understanding of how
NGOs can harness digital marketing for social good. It will provide both theoretical and practical
insights that can help Seva Satkar Foundation and other similar organizations enhance their
digital strategies, ultimately improving their ability to make a meaningful impact on society.
COMPANY PROFILE

W ork for the social development and

integration of underprivileged individuals,

groups and connecting generations for better
tomorrow by bridging gaps to promote welfare
activities aimed at the alleviation of human
suffering and overall amelioration of society
especially for the poor, helpless & weak.

Our Mission || Our

Vission
To work for right to access resources and
opportunities and to identify and implement
strategies that bring together different generations to
help foster mutual growth, learning and happiness in
order to live and develop with dignity and to become
an active and contributing member of our society.
The foundation or the organization is built to address
the current pressing issues faced by children,
women, and senior citizens in our society. At
sevasatkarfoundation, we strive to provide solutions
to such problem through our various initiatives and
projects..

Disclaimer
 No third party agency is working on behalf of Seva Satkar Foundation

for any recruitment, training, camps, or other activities related to Seva

Satkar Foundation. Please beware of any unwarranted claims made by

anyone on our behalf. Kindly bring any such claims to our notice for

immediate attention and action. sevasatkarfoundation doesn’t charge any

money from anyone for these activities. So if you come across any

individual/ organization making a monetary demand in our name please

bring it to our notice immediately on info@sevasatkarfoundation.org.

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 support@sevasatkarfoundation.org
LITERATURE REVIEW

The role of digital marketing in the nonprofit sector, particularly for NGOs, has garnered
increasing attention in recent years. Several scholars have explored the various aspects of digital
marketing and its impact on nonprofit organizations, offering insights into how these strategies
can enhance visibility, increase engagement, and drive donations. This literature review will
focus on the key findings from relevant studies, providing a deeper understanding of how digital
marketing can be effectively utilized by NGOs like Seva Satkar Foundation.

One of the key areas explored in the literature is the effectiveness of social media marketing in
enhancing nonprofit visibility. According to Lovejoy and Saxton (2012), social media platforms
are a powerful tool for nonprofits to engage with a wide range of audiences, particularly
younger, tech-savvy generations. They found that nonprofit organizations that effectively utilized
social media experienced higher levels of engagement from their followers, leading to increased
donations and volunteer participation. This highlights the potential for Seva Satkar Foundation
to expand its reach through platforms like Facebook, Instagram, and Twitter, where potential
donors and volunteers are increasingly active.

Similarly, Saxton and Guo (2011) examined how online engagement through social media
influences donor behavior. Their research suggests that the use of social media not only fosters
awareness but also cultivates a sense of trust and loyalty among supporters. By sharing impactful
stories and updates, NGOs can create emotional connections with their audiences, which is
critical for long-term support. This aligns with the notion that digital marketing offers NGOs an
opportunity to build relationships, a critical component of sustaining financial support and
volunteerism.

The role of email marketing in nonprofit fundraising has also been widely studied. According to
a report by Mohl, Hamersley, and Pease (2014), email campaigns are an essential tool for
maintaining regular communication with donors and supporters. They emphasized that
personalized emails are particularly effective in engaging supporters, as they offer tailored
content that resonates with individual interests. Seva Satkar Foundation could utilize email
marketing to keep its audience informed about ongoing projects, success stories, and upcoming
fundraising events, thereby increasing donor retention and engagement.

Another significant aspect discussed in the literature is the importance of content marketing for
NGOs. Kantar Media (2013) suggests that content marketing, which involves creating valuable
and relevant content for audiences, is crucial for nonprofit organizations to establish credibility
and trust. By publishing blog posts, success stories, videos, and infographics, NGOs can
showcase the impact of their work, which helps build a stronger connection with their supporters.
Seva Satkar Foundation, by adopting a robust content strategy, could not only inform potential
donors and volunteers about its initiatives but also establish itself as an authority in the social
sector.

Fundraising through digital channels is another critical area that has been widely studied.
Research by Waters and Tindall (2012) examined the growing trend of online fundraising in the
nonprofit sector, finding that online platforms such as GoFundMe, JustGiving, and Kickstarter
have revolutionized the way NGOs raise funds. They argue that digital fundraising is more cost-
effective and accessible compared to traditional fundraising methods. For Seva Satkar
Foundation, adopting online fundraising platforms can help it reach a wider audience,
particularly those who may not be able to contribute through traditional means. Moreover,
platforms like these often facilitate recurring donations, ensuring a steady stream of support for
the foundation's programs.

In terms of challenges, the literature also highlights some of the barriers NGOs face in adopting
digital marketing strategies. A study by Baccarani and Lupi (2017) identified common obstacles
such as limited budgets, lack of digital expertise, and difficulties in measuring the success of
digital campaigns. They noted that while digital marketing presents many opportunities, the
nonprofit sector often lacks the necessary resources to fully capitalize on these opportunities.
This is a critical consideration for Seva Satkar Foundation, which may face resource
constraints in terms of technology and manpower. Addressing these challenges will be essential
for the foundation to effectively implement its digital marketing strategy.
Furthermore, the issue of digital marketing ethics and transparency is another aspect that has
been discussed in recent studies. According to Hudson (2013), transparency and authenticity are
vital in nonprofit digital marketing campaigns. Nonprofits must ensure that their digital content
reflects their mission and values to maintain credibility. NGOs that engage in manipulative or
overly aggressive marketing tactics risk alienating their supporters. For Seva Satkar
Foundation, this reinforces the need for ethical digital marketing practices that align with its
mission of social good, ensuring that its messaging is both transparent and trustworthy.

The literature also highlights the increasing importance of search engine optimization (SEO) for
nonprofit organizations. As more people turn to search engines like Google to find information,
optimizing online content for search engines becomes crucial for NGOs seeking to increase their
visibility. According to Chaffey (2015), SEO is one of the most effective ways for NGOs to
drive traffic to their websites and improve their online presence. By ensuring that its website
ranks highly in search engine results, Seva Satkar Foundation can attract more visitors, donors,
and volunteers interested in its mission.

In summary, the existing literature underscores the importance of digital marketing for NGOs
and highlights the various strategies that can help organizations like Seva Satkar Foundation
achieve their goals. Social media, email marketing, content marketing, online fundraising, and
SEO are some of the most impactful tools that can be utilized to increase engagement and
support. However, challenges related to limited resources, digital expertise, and maintaining
transparency must also be addressed. This study will build upon the existing literature by
exploring how Seva Satkar Foundation can apply these strategies to increase its visibility,
reach more supporters, and ultimately achieve its mission of social good.

Digital marketing has become an indispensable tool for NGOs, enabling them to reach broader
audiences, increase engagement, and raise funds effectively. Research by Aghaei and Karami
(2020) emphasizes how the digitalization of marketing strategies has transformed the way
nonprofit organizations communicate their missions, values, and impact to the public. The study
highlights the benefits of using social media platforms such as Facebook, Instagram, and Twitter
to create awareness and build communities around social causes. Digital marketing allows NGOs
to share real-time updates, engage with followers, and provide transparency, which strengthens
the relationship between the organization and its supporters. The cost-effectiveness and global
reach of digital marketing make it an essential component of nonprofit growth and outreach
strategies (Aghaei & Karami, 2020).

In a similar vein, Owyang (2019) discusses the growing importance of content marketing for
nonprofits, arguing that creating compelling, informative, and emotionally engaging content is
critical to capturing the attention of donors and volunteers. He suggests that NGOs need to tell
their stories in a way that resonates with their audience, demonstrating the real-world impact of
their work. Content marketing, through blogs, videos, and infographics, can provide an authentic
voice that builds credibility and trust. This is especially important for organizations like Seva
Satkar Foundation, which rely on public goodwill and support for their charitable activities. By
sharing stories of beneficiaries and showcasing their impact, NGOs can create a sense of
community and urgency around their mission (Owyang, 2019).

Additionally, a study by Beck and Imran (2021) examines the role of email marketing in
enhancing donor retention and engagement for nonprofit organizations. The research suggests
that personalized email campaigns can effectively keep donors informed about the organization’s
activities and the tangible outcomes of their contributions. By segmenting their email lists based
on donor history, interests, and preferences, organizations can tailor their communications to
meet the specific needs and motivations of their supporters. This approach has been shown to
increase engagement, drive higher donation rates, and build long-term relationships with donors.
Seva Satkar Foundation can apply these insights by integrating segmented email campaigns to
maintain strong, continuous contact with its supporters.

Furthermore, social media advertising has emerged as a powerful tool for nonprofits to extend
their reach. According to research by Ali et al. (2018), NGOs can use paid social media
advertisements to target specific demographics based on age, location, interests, and behaviors,
thereby reaching potential donors who are more likely to be interested in their cause. This
targeted approach can maximize the efficiency of marketing budgets and ensure that resources
are spent on reaching the most relevant audiences. Additionally, paid campaigns can increase
visibility during crucial fundraising periods or when promoting special events, thus driving
higher engagement and contributions (Ali et al., 2018).
The effectiveness of online fundraising platforms has also been widely studied. For instance, a
study by Bortree and Seltzer (2020) highlights how platforms like GoFundMe and JustGiving
have revolutionized the way NGOs raise funds, offering convenient and secure online donation
options. These platforms not only allow for easy contributions but also provide tools for sharing
campaigns, tracking progress, and engaging supporters. By embracing such platforms, Seva
Satkar Foundation can tap into a vast network of online donors and expand its fundraising
efforts. The convenience and accessibility of online donation systems appeal to a wider audience,
including younger generations who are more likely to engage with digital giving opportunities
(Bortree & Seltzer, 2020).

Finally, the integration of analytics into digital marketing strategies is critical for NGOs to
evaluate the effectiveness of their campaigns. According to Patel and Patel (2021), data-driven
marketing allows organizations to track engagement metrics such as website traffic, social media
interaction, and conversion rates. By continuously monitoring and analyzing this data, NGOs can
refine their strategies, optimize their campaigns, and ensure they are targeting the right audience
with the right message. This process helps organizations maximize their return on investment
and ensures that their digital marketing efforts align with their overall mission and goals (Patel &
Patel, 2021).

Overall, the literature confirms that digital marketing is not just a supplementary tool for NGOs
but a core component of their outreach and fundraising strategies. By leveraging social media,
content marketing, email campaigns, online fundraising platforms, and data analytics, Seva
Satkar Foundation can significantly enhance its visibility, engagement, and support base. As the
digital landscape continues to evolve, NGOs must stay adaptable and innovative in their
marketing approaches to remain competitive and effective in achieving their mission.
OBJECTIVE

1. To assess the effectiveness of digital marketing strategies in enhancing the

visibility of Seva Satkar Foundation among potential supporters and donors.
2. To explore the impact of social media platforms on increasing engagement and
participation in Seva Satkar Foundation's activities and initiatives.
3. To evaluate the role of content marketing in strengthening the foundation's brand
and fostering long-term relationships with its audience.
4. To analyze the effectiveness of online fundraising platforms in driving financial
support for Seva Satkar Foundation’s programs.
5. To identify the challenges and barriers faced by Seva Satkar Foundation in
implementing digital marketing strategies and suggest solutions to overcome them.
RESEARCH METHODOLOGY

The concept of research is commonly accepted to include the methodical gathering, recording,
and analysis of data pertinent to issues with the marketing of goods and services. It will be
possible to address the subject matter methodically by using research procedures. All research
procedures are built upon the research plan. In connection with this program, the following
activities are carried out.

Research Design

A descriptive research approach is used in the study. If the researcher has prior knowledge of the
events or issues under inquiry, descriptive research may be utilized to answer a variety of
inquiries. The methodology and the opinion survey method will be used to perform the study.

Data Collection Method

In order to assess the current problem, secondary sources of information will be looked at. We
will gather secondary data from a variety of secondary sources, including books, journals,
websites for study papers, and other pertinent sources.

Primary Data: - To gather information through mode of questionnaire from the organization with
a sample size of 100.

Secondary Data: - To achieve the intended outcomes, websites and the final data were subjected
to a thorough analysis.

To gather secondary data, the intranet, journals, and manuals were employed.
DATA ANALYSIS

1. How often do you engage with Seva Satkar Foundation's social media posts?

SOURCE NO. OF RESPONSE PERCENTAGE

a) Daily 12 12%

b) Weekly 31 31%

c) Monthly 29 29%

d) Rarely/Never 28 28%

RESULT 100 100%

2. Which platform do you find most effective for learning about Seva Satkar Foundation's
initiatives?

SOURCE NO. OF RESPONSE PERCENTAGE

a) Facebook 21 21%

b) Instagram 31 31%

c) Twitter 20 20%

d) Website 28 28%

RESULT 100 100%

3. How likely are you to donate to the Seva Satkar Foundation after seeing a digital
marketing campaign?

SOURCE NO. OF RESPONSE PERCENTAGE

a) Very likely 21 21%

b) Somewhat likely 31 31%

c) Neutral 10 10%

d) Unlikely 38 38%

RESULT 100 100%

4. How would you rate the content quality (videos, images, articles) shared by Seva Satkar
Foundation on digital platforms?

SOURCE NO. OF RESPONSE PERCENTAGE

a) Excellent 34 34%

b) Good 18 18%

c) Fair 25 25%

d) Poor 23 23%

RESULT 100 100%

5. What type of content motivates you most to support Seva Satkar Foundation?

SOURCE NO. OF PERCENTAGE

RESPONSE

a) Success stories of beneficiaries 31 31%

b) Videos showcasing the impact 21 21%

c) Informative articles about the cause 19 19%

d) Campaigns with specific donation goals 29 29%

RESULT 100 100%

6. How transparent do you think Seva Satkar Foundation is in reporting the results of its
initiatives online?

SOURCE NO. OF PERCENTAGE

RESPONSE

a) Very transparent 31 31%

b) Somewhat transparent 16 16%

c) Neutral 12 12%

d) Not transparent 41 41%

RESULT 100 100%

7. How do you usually interact with Seva Satkar Foundation's digital content?

SOURCE NO. OF RESPONSE PERCENTAGE

a) Like or share posts 31 31%

b) Comment on posts 13 13%

c) Click on links to learn more 21 21%

d) I don't interact 35 35%

RESULT 100 100%

8. How effective do you think Seva Satkar Foundation's email campaigns are in keeping
you informed?

SOURCE NO. OF RESPONSE PERCENTAGE

a) Very effective 21 21%

b) Somewhat effective 16 16%

c) Neutral 19 19%

d) Not effective 44 44%

RESULT 100 100%

9. What motivates you to follow or engage with Seva Satkar Foundation on social media?

SOURCE NO. OF RESPONSE PERCENTAGE

a) Personal interest in the cause 31 31%

b) Recommendation from friends/family 15 15%

c) Quality of posts and content 19 19%

d) Curiosity about their events and programs 35 35%

RESULT 100 100%

10. How likely are you to attend an event promoted by Seva Satkar Foundation through
digital marketing?

SOURCE NO. OF RESPONSE PERCENTAGE

a) Very likely 21 21%

b) Somewhat likely 17 17%

c) Neutral 20 20%

d) Unlikely 42 42%

RESULT 100 100%

RECOMMENDATIONS

1. Leverage Social Media Platforms for Enhanced Engagement: Seva Satkar Foundation
should prioritize a robust social media presence to engage with a broader audience. By
consistently sharing impactful stories, updates, and behind-the-scenes content, the
foundation can foster a deeper emotional connection with its followers. Platforms like
Facebook, Instagram, and Twitter are essential tools for building an online community,
encouraging likes, shares, and comments that help increase visibility. The foundation
should also explore collaborations with influencers or ambassadors who align with its
mission to further amplify its message.

2. Invest in Targeted Content Marketing: The foundation should develop a

comprehensive content marketing strategy that includes regular blog posts, videos,
success stories, and infographics. This content should focus on showcasing the tangible
impact of the foundation’s initiatives, highlighting the communities it serves, and
offering insightful information on the social issues it addresses. By optimizing the
content for SEO, Seva Satkar Foundation can increase its online discoverability,
attracting more organic traffic to its website and encouraging potential donors and
volunteers to get involved.

3. Expand Use of Digital Fundraising Tools: To diversify its revenue streams, Seva
Satkar Foundation should integrate online fundraising platforms like GoFundMe,
JustGiving, or even its own website-based donation system. These platforms provide a
convenient and secure way for supporters to contribute financially, especially for those
who are unable to attend in-person fundraising events. Additionally, the foundation could
implement recurring donation options, which would provide a steady source of income.
Engaging potential donors through personalized email campaigns and regular updates on
how their contributions are making a difference can also boost donor retention.

4. Enhance Email Marketing Strategies: A targeted email marketing campaign can help
Seva Satkar Foundation stay connected with its existing supporters while attracting new
ones. By segmenting its email list based on donor interests and past interactions, the
 foundation can send personalized and relevant content. Regular newsletters, event
invitations, and donor impact reports can help maintain interest and commitment. In
particular, automated campaigns can be set up to remind supporters of upcoming
fundraising events or milestones, encouraging continued involvement and contributions.

5. Build Digital Marketing Capacity: Given the challenges many NGOs face with limited
resources and digital expertise, Seva Satkar Foundation should invest in training its staff
on digital marketing best practices. This could include courses on social media
management, SEO, content creation, and data analytics. Additionally, the foundation
could consider collaborating with digital marketing professionals on a pro-bono or
discounted basis to strengthen its online presence. This would ensure that the
organization has the skills necessary to carry out its digital marketing strategies
effectively and to track the results, allowing for continuous improvement.

By adopting these recommendations, Seva Satkar Foundation can enhance its digital presence,
engage a wider audience, and achieve its mission of social good more effectively. These
strategies will not only help increase visibility and support but also establish the foundation as a
leading voice in its field, inspiring others to contribute to its cause.
CONCLUSION

In conclusion, digital marketing offers a powerful and transformative opportunity for Seva
Satkar Foundation to amplify its efforts and broaden its impact. The strategic use of social media
platforms, content marketing, online fundraising tools, and email campaigns can significantly
enhance the foundation’s visibility and engagement with potential donors, volunteers, and
supporters. By tapping into these digital channels, Seva Satkar Foundation can effectively
communicate its mission, build emotional connections with its audience, and drive both short-
term and long-term contributions.

However, to fully leverage the potential of digital marketing, the foundation must address the
challenges of limited resources, digital expertise, and the evolving nature of online platforms.
Training staff in key digital marketing skills and fostering collaborations with digital experts will
be crucial in overcoming these barriers and ensuring sustained success. Moreover, a transparent,
ethical, and authentic approach to digital marketing will help build trust and credibility, further
strengthening the foundation's relationships with its supporters.

Ultimately, by embracing the recommendations outlined in this study, Seva Satkar Foundation
can create a more visible and impactful presence in the digital space, enabling it to better serve
its mission and achieve its goals. With a thoughtful and integrated digital marketing strategy, the
foundation can continue to inspire positive change, attract wider support, and make a meaningful
difference in the lives of those in need.

In addition to the strategies discussed, it is clear that the digital marketing landscape provides
Seva Satkar Foundation with a unique set of tools that, when strategically applied, can lead to
significant growth and heightened awareness of its mission. The foundation has the potential to
reach a global audience, connect with diverse supporters, and effectively communicate the
tangible impact of its initiatives. As digital platforms continue to evolve, the foundation’s ability
to adapt and embrace emerging technologies and marketing trends will be essential in
maintaining its relevance and staying ahead of the curve in a competitive nonprofit sector.
The integration of digital marketing into Seva Satkar Foundation's operations is not just about
expanding visibility, but also about fostering a sense of community and trust. Effective digital
campaigns can create lasting relationships with supporters, turning them into advocates who will
help spread the foundation's message to wider networks. These relationships are key to building
a sustainable base of long-term donors and volunteers, crucial for the continued success of the
foundation’s programs. By sharing real-time updates, success stories, and transparent financial
reports, Seva Satkar Foundation can also demonstrate its commitment to accountability, further
cultivating trust with its supporters.

Furthermore, the power of digital marketing is not only in its reach but also in its ability to
measure and track results. The use of analytics tools can provide Seva Satkar Foundation with
invaluable insights into campaign performance, audience behavior, and engagement levels.
These insights can help refine future marketing strategies, optimize content, and ensure that
resources are being used efficiently to achieve the greatest impact. With this data-driven
approach, the foundation can continually improve its marketing efforts, making informed
decisions that will drive its success.

In essence, digital marketing is not a one-time effort but a long-term commitment to creating
meaningful connections, raising awareness, and driving positive change. For Seva Satkar
Foundation, embracing digital marketing as a central pillar of its growth strategy will position it
to expand its reach, increase its influence, and ultimately fulfill its mission of making a profound
difference in the lives of the communities it serves. Through sustained effort and continuous
adaptation to digital trends, the foundation can ensure its ongoing success in the ever-changing
landscape of nonprofit work.
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QUESTIONNAIRE

1. How often do you engage with Seva Satkar Foundation's social media posts?
a) Daily
b) Weekly
c) Monthly
d) Rarely/Never

2. Which platform do you find most effective for learning about Seva Satkar Foundation's
initiatives?
a) Facebook
b) Instagram
c) Twitter
d) Website

3. How likely are you to donate to the Seva Satkar Foundation after seeing a digital
marketing campaign?
a) Very likely
b) Somewhat likely
c) Neutral
d) Unlikely

4. How would you rate the content quality (videos, images, articles) shared by Seva Satkar
Foundation on digital platforms?
a) Excellent
b) Good
c) Fair
d) Poor

5. What type of content motivates you most to support Seva Satkar Foundation?
a) Success stories of beneficiaries
b) Videos showcasing the impact
c) Informative articles about the cause
d) Campaigns with specific donation goals

6. How transparent do you think Seva Satkar Foundation is in reporting the results of its
initiatives online?
a) Very transparent
b) Somewhat transparent
c) Neutral
d) Not transparent

7. How do you usually interact with Seva Satkar Foundation's digital content?
a) Like or share posts
b) Comment on posts
c) Click on links to learn more
d) I don't interact

8. How effective do you think Seva Satkar Foundation's email campaigns are in keeping
you informed?
a) Very effective
b) Somewhat effective
c) Neutral
d) Not effective

9. What motivates you to follow or engage with Seva Satkar Foundation on social media?
a) Personal interest in the cause
b) Recommendation from friends/family
c) Quality of posts and content
d) Curiosity about their events and programs

10. How likely are you to attend an event promoted by Seva Satkar Foundation through
digital marketing?
a) Very likely
b) Somewhat likely
c) Neutral
d) Unlikely