Answering Questions for GiveIndia Case Study

Before we discuss specific questions, please keep these guidelines in mind –

a. Always answer a case study question based upon the facts presented in the case. Do not
include facts about a case that you know through external sources. Even the
organization’s official channels for information such as a website or blog are not to be
considered when answering a case study. A case study is a self-contained universe and
we stick to the confines of that universe.

b. There are two questions to be answered in this case study. Each question must be of at
least 1000 words and your answer can include illustrations, diagrams, and screenshots
as you see fit.

c. DO NOT COPY. Plagiarism will lead to loss of marks. Understand the concepts and
explain in your own words.

There are two questions to be answered for this case study –

Question 1 - There are different elements to GiveIndia’s online marketing strategy. How can it
be used in an integrated fashion to increase the number of donors?

Guidelines on answering question 1

First, you have to identify the different elements of GiveIndia’s online marketing strategy. Not
only do you identify each element, you also explain how each element is being utilized by
GiveIndia in its online marketing efforts. You also identify the unique characteristics of each
element.
Further, you identify the donor’s decision journey and explain what that journey is about. Then,
you map each element of GiveIndia’s online marketing strategy with a specific stage in the
donor’s decision journey. Explain why a specific element is suitable for a specific stage in the
donor’s decision journey. This will enable you to use all elements appropriately in an integrated
fashion.
Question 2 - Has GiveIndia optimized its SEM program? What metrics can be used to evaluate
the SEM program? What are your suggestions for improving the number of donations from the
SEM program?

Guidelines on answering question 2

No, GiveIndia’s SEM program can be optimized further. You will need to give specific reasons as
to how and where optimizations and improvements in the SEM program can take place. Refer
to the excel sheet that accompanies this case and has been sent to you. Then, based on what
has been taught to you in the SEM sessions, identify the areas where you think optimizations
can take place. Also, use the excel sheet to identify the metrics that you think are useful to
evaluate the SEM program. Some metrics that you can derive from the excel include CTR,
conversion rate, donation amount per keyword, etc. Also, be sure to explain each metric that
you have identified as being useful.

Finally, in order to give suggestions for improving the number of donations from the SEM
program, I would like you to undertake keyword research using the keyword planner tool in
Google ads. Specifically, I want you to undertake keyword research for the following search
queries-

a. ngo charity
b. charitable organizations
c. online donation india
d. funding for the elderly

Build a list of 10 to 15 keywords for each of the search queries above. You can also include any
metrics that the keyword planner tool gives you for the keyword list you build such as
competition level and bid amounts / range. The search queries above are taken from the excel
sheet for this case study and are actually a list of poorly performing keywords for GiveIndia’s
SEM campaigns. Whilst the keywords are poorly performing, they are extremely relevant to
GiveIndia’s service which is philanthropy. Hence, the idea of building new keyword lists out of
these poorly performing keywords in order to improve the number of donations from the SEM
program.