Social media evaluation for non-profit organisation

Aashman Foundation / Project - Aash

A training reports

Submitted in partial fulfilment of the requirements for the award of degree of

Master of business

Specialization in Digital marketing

Submitted to -

LOVELY PROFESSIONAL UNIVERSITY

PHAGWARA, PUNJAB

From 17/6/22 to 02/08/22

SUBMITTED BY

Name of student: Rajneesh Mishra

Registration Number: 12101891
Signature of the student:

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 Declaration
To whom so ever it may concern
I, Rajneesh Mishra , 12101891, hereby declare that the work done by me on “Social media
evaluation on non profit organisation ” from June, 2022 to August, 2022, is a record of original
work for the partial fulfilment of the requirements for the award of the degree, MBA.

Rajneesh Mishra
Registration no - 12101891
Signature of the student -

Dated:

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Internship certificate

3
)
MITTAL SCHOOL OF BUSINESS, LPU

Industry Feedback Form & Attendance

(To be signed and stamped by the industry Project guide. This is to be submitted at the
time of presentation by the students in sealed envelope)

1. Name of the student: Rajneesh mishra

2. Reg. No and Section: 12101891 and Q2139

3. Name of the Organization & Address:Pancheel Park, sector9, Sector 9, Panchkula, Haryana

134109

4. How do you rank him/her on the following 7 attributes?

S. Evaluation Criteria Max. Marks Marks Obtained
No
1 Punctuality 10 9
2 Adherence to company norms 10 10
3 Conduct / Behaviour 10 9
4 Initiative 10 8
5 Eagerness to Learn 20 9
6 Approach toward the project/ 20 19
company
7 Quality of Project work 20 19
5. Attendance
No. of Working Days No. of Days student was Present

45 45

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 Acknowledgment

The internship opportunity I had with "Aashman Foundation" was a great chance for learning
and professional development. Therefore, I consider myself a very lucky individual as I was
provided with an opportunity to be a part of it. I am also grateful for having a chance to meet
so many wonderful people and professionals who led me though this internship period. I am
using this opportunity to express my deepest gratitude and special thanks to Vj aman "Brand
ambasdor of Aashman foundation who despite being extraordinarily busy with
her" duties, took time out to hear, guide, and keep me on the correct path and allowing me to
carry out my internship at their esteemed organization.

I would also like to thank my parents and friends who helped me a lot during my life and this
internship period. I perceive this opportunity as a big milestone in my career development. I
will strive to use gained skills and knowledge in the best possible way, and I will continue to
work on their improvement, to attain desired career objectives. Hope to continue cooperation
with all of you in the future.

Sincerely.

Rajneesh Mishra

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 CONTENTS
Chapter 1................................................................................................................................... 4
Introduction ........................................................................................................................... 6
Industry overview 8
vooverview.................................................................................................................................
Company profile 10
opropr....................................................................................................................................
Vision ............................................................................................................................... 11
Mission 17
statement .............................................................................................................................
Project undertaken by Aashman foundation 18
uuuundetta=ta...........................................................................................................................
19
Chapter 2 20
222222.........................................................................................................................................
Methodology and Analysis of Social media 21
sites. ...............................................................................................................................
Interpretation of the model and methods 22
used..............................................................................................................................
Analysis of social media 23
sites..........................................................................................................................
User analysis : Aashman 24
foundation ..............................................................................................................................
Chapter - 3..................................................................................................................................... 26
Swot analysis of company 28
Company......................................................................................................................... 8
Strength .................................................................................................................................. 29
Weakness ................................................................................................................................ 30
Oppurtunity........................................................................................................................ 31
Threats .............................................................................................................................. 32
Chapter - 4 .................................................................................................................................. 33
Conclusion..................................................................................................................... 34
......................................................................................................................................
Direction for future 35
work.........................................................................................................................

.................................................................................................................. 37
References

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Chapter – 1
Introduction
Industry Overview
You virtually always interact with some kind of non-profit organisation, even if you are unaware
of it. You contact with non-profit organisations every day, whether you are on campus, at a
religious service, or simply shopping at a nearby Goodwill store.
The non-profit sector has grown and been on the rise since the recession of the early 2000s. In
India alone, there are more than 100,000 nonprofit organizations[1]. There are countless options
to assist a cause you are passionate about both domestically and abroad thanks to the thousands
of organisations.
All charities are non-profits, but not all non-profits are charities. In fact, there are many types of
non-profit organizations, including Not-for-Profit organizations (NFPO) and Non-Governmental
Organizations (NGO).

Non-Profit - Non-profits are corporations that are based on the premise that none of the
corporation’s net profit – from donations, membership fees, or other business activities – will
benefit any individual. Examples of non-profits include universities, religious institutions, and
homeowners’ associations.

Not-for-Profit Organization (NFPO) – NFPOs typically carry-out smaller group activities or

interests. Some examples of NFPOs include club sports and hobby groups, like your local little
league or DIY crafting clubs. They typically do not have a legal entity or governing board.

Charity - A Charity is a type of nonprofit organization whose goals and purpose are to benefit the
general-public. Charities include organizations like Goodwill, the Salvation Army, and Habitat
for Humanity.

Non-Governmental Organization (NGO) - An NGO is an organization that operates

independently and without any oversight or representation from any government, though they
may receive funding from governments. NGOs have a broader and more internationally driven
goals, often related to public health or conservation. NGOs can be operational or campaigning.

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Operational NGOs achieve small-scale change directly through projects while campaigning
NGOs achieve large-scale change indirectly through influence on the political system.

Company Profile-

Aashman Foundation is a joint effort from a group of humans towards humanity with mission
that every weak human must have support so that he or she could recover from their hard
times with positive energy that too in a skilled way. Aashman is working wholeheartedly
towards empowering women from the society so that they can live with pride and respect and
most importantly empowered with some skill and capacity to portray her thoughts to world
and contribute in her way. Another big concern area of
focus is Health Empowerment for Team Aashman as
unfortunate human falls in with critical diseases like
Cancer & Kidney related problem which is quite high these
days and the Major gigantic black hole is Malnutrition in 0
to 6 years along with pregnant females in the different
segment of society. Aashman Foundation also supports
single income family widows by supporting them with
monthly grocery and currently they are supporting over a
thousand such families across India.

Aashman Foundation is also running schools by the name

of Nishulk Pathshala. They have 16 such schools in 11
states of India. Where 4,500+ students are taking free education along with moral
development.

Aashman Foundation is spread across 11 states across India such as, Jammu & Kashmir,
Himachal Pradesh, Uttar Pradesh, Uttarakhand, New Delhi etc.

Vision

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With the help of common man, Corporates & Established Institutions we will create values;
enhance skilful environment & Uplift social & financial level into the different segment of
society & Bring change into the lives of people with the Emotional, Financial & Social
development Support so that they can feel and be empowered.

Human life is the most valuable asset of any Nation. We will go extra mile to help the
underprivileged human being to support them into the Health segment and prevent them from
the evil of malnutrition into children (0-6 Year). pregnant females & surviving income less
family members after dismissal of

only earning hand. . Furthermore, we will try to increase the expectancy of life for the people
who are suffering from unfortunate diseases like cancer & kidney related issues.

Mission Statement

The dream of Aashman Foundation is to work unconditionally on Women Empowerment,

Single Income families and underprivileged children through relevant healthcare, innovative
education and environmental based livelihood programs.

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Project undertaken by Aashman Foundation

Project: Ability Development

Skills transform lives and drive economies. Without adequate investment in skills, people
languish on the margins of society, technological progress does not translate into economic
growth, and a society is unable to compete in an increasingly knowledge-based global arena.

People with poor skills face a much greater risk of experiencing economic disadvantage, and a
higher likelihood of unemployment and dependency on social benefits. Skills affect people's
lives and the well-being of nations also in ways that go far beyond what can be measured by
labour-market earnings and economic growth.

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 Project: Women Empowerment Center

The NGO supports widows by providing them with monthly grocery, medical treatment, and
also education to their children. Apart from this they support them through their project called
Socio-Economic Empowerment of Women. They provide them with rural based skill training to
make them self-sufficient and further aid them to manage credits so that they can safeguard their
hard earned money and multiply their savings. Upliftment of widows socially and financially is
one of their primary objectives.

Project: Widow Support

The NGO supports widows by providing them with monthly grocery, medical treatment, and
also education to their children. Apart from this they support them through their project called
Socio-Economic Empowerment of Women. They provide them with rural based skill training to
make them self-sufficient and further aid them to manage credits so that they can safeguard their
hard earned money and multiply their savings. Upliftment of widows socially and financially is
one of their primary objectives

My Job profile –
As a Social media intern my duty was to increase Organization’s awareness through

the usage of social media platforms,

Social media gives you the power to share pictures, videos and text that can reach a

global audience. This will give people the opportunity to:

 Gain insight into your work;

 Become involved in your cause;

 Volunteer;

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 Donate; and

 Give you feedback.

This was a great opportunity for me to get into contact with other organizations in

my area and potential donors. Although it was difficult to constantly come up with

social media post ideas, it’s definitely worth it in the long-term.

Social media has grown to accommodate all the needs of social causes, meaning that

it’s perfectly adapted to help your NGO. Most digital platforms now have functions

to help you:

 Organize fundraisers;

 Plan events;

 Coordinate volunteers;

 Encourage donations; and

 Share ideas!

As an intern, I was responsible for promotion, find raiser for the NGO. This process

involved posting various posters, videos on various platforms like LinkedIn, Face

book, Instagram, WhatsApp, Etc

Scope of work -

The first task was to post posters about different campaigns started by the organization

to create awareness in the society about the working of the NGO So that people get

to know about the reality what poor people are facing and what our NGO is doing

to help them out.

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 The second task of the internship was fund raising in which we were given 21 days

to collect funds for the children by using our communication skills by talking to

people on different platform such as WhatsApp, Facebook and was able to collect a

handsome amount of Rs 750 as donation

Chapter - 2
Methodology and Analysis of Social
media sites.

Evaluation framework for social media brand presence as a model

The model proposed by the three academics in their quantitative research is a four-step method
meant to deeply evaluate the Facebook page of the Aashman foundation.

The following figure shows a graphic display of the model -

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The model begins with an user analysis which explores the users in all their demographics (age,
gender, language and provenience) and which hence allows to establish an identikit of the
“average user” both to match with the one expected by the company and to use as a prototype to

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program further interactions. The user- generated content analysis, instead, deploys a method to
identify the topics referred to in the posts, the intentions of the participants and the sentiment
expressed in the contents produced.

Interpretation of the model and methods used-

The present analysis, however, doesn’t just apply the above described method but it interprets it
accordingly to the research questions:
 How many followers did Aashman have during the given period, what are their
characteristics and how can they be increased?
 How was the community shaped and how did the different users behave during the time?
 What were the topics referred to and the attitude showed by Aashman followers during those
five months?
 What use did Aashman foundation make of its Facebook page during the given five months?
 What kind of contents triggered the most the user engagement during the given time? How
can such engagement be fostered?

The importance of identifying the exact active users’ identification numbers through such
procedure
became evident because the simple number of comments, likes or views provided by Facebook
Insights would have not given a reliable result. If, for example, a few users commented a content
more than once, this would have falsified the estimation of the community’s size. In order to
identify the actual size of the community around Oxfam Italia’s Facebook page, furthermore, the
procedure described above has been performed several times, every time modifying the query in
order to obtain:
 The number of users who liked a post;
 The number of users who commented on a post;
 The number of users who liked a status;
 The number of user who commented on a status;

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 The number of users who posted (by their initiative) on the page

Analysis of social media sites-

Internet is the emerging information technology with the credibility of immediacy and

fastness, thus, it brings globalization in every aspects of communication.

Communication through internet is more specified, with effective interactive strategy

among its users. In recent days, internet advertising has taken new forms which have

more advantages over the traditional mediums like print media, television and radio.

Marketing communication is becoming precise, personal, interesting, interactive and

social. Different strategies of communication are followed in various social networking

sites like Face book, Twitter and Instagram. They not only create impact over the

audience but also make them interact with the marketing statistics created. People get

attached to Aashman foundation social networking sites than usual banner and pop up

ads. These networking sites bring more interactive communication with advertising.

Social networking sites will become the primary arena for highly targeted marketing

and advertising. Therefore, it is necessary to study the effectiveness of Aashman

foundation followed in social networking sites which are mainly accessed by Indian

users. This research attempts to find the effectiveness of Aashman foundation

promoting and advertising their brand in social networking sites. The effectiveness is

determined with the help of survey from people who use these sites, and the content

of three social networking sites is analysed.

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 In its current form, internet is primarily a source of communication, information and

entertainment, but increasingly, it also acts as a vehicle for commercial transactions.

Since the explosion of the web as a business medium, one of its primary uses has

been for marketing. Soon, the web could become a critical distribution channel for

the majority of successful enterprises. One among them is marketing and spreading

Aashman foundation through Social networking sites. Social networking websites are

online communities of people who share interests and activities or who are interested

in exploring the interests and activities of others. They typically provide a variety of

ways for users to interact, through chat, messaging, email, video, voice chat, file-

sharing, blogging and discussion groups. As World Wide Web grew in popularity,

social networking moved to web based applications. In 2002, social networking era

really started. In 2006, anyone with an email address could sign up in social

networking sites. Now advertisers target more over to these media due to high rush

in varsity of audiences. So they hire this as the ideal platform to communicate their

brand and create an effective brand identity through highly effective and interactive

communication strategy. Most of the advertisers present their ads in interactive form

so that people tend more to check them and gain a little knowledge about the

product. There are various forms of Aashman foundation available in social

networking sites. The effective way of Aashman foundation present in these

networking sites would be the main aim of the study.

Social media:

Social media advertising is a paid form of brand, service or business promotion and

requires a proper and planned communicative message and budget. Advertising is

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customer centric in nature. Customers play an important role in any major or minor

communication because they are the one who are going to decide the fate of the

advertising communication. Some benefits of social network advertising include:

1. Popularizing your brand, idea or service to the target group.

2. Informing target audience about your brand or service‘s presence in the market.

3. Encouraging healthy competition in the market.

4. Providing social benefits for the brand.

5. Making the audience to interact and keep them intact with the brand.

Advertising in internet provides a major contribution to brand competition in the

market. Advertising here not only provides information about a product or service but

also promotes innovation. Besides it also facilitates consumer satisfaction. Big and

small companies, individuals of all walks of life, major and minor events, concepts,

etc., nowadays lay their base on social network advertising to get recognized in the

market . With over 200 million active users, Face book, Twitter and Instagram have

become a personal, product and corporate branding hub in India. Every brand that

exists on social networking sites has the same core features and benefits, such as the

ability to create a page, share resources, add multimedia and much more .The

effective Aashman foundation strategies are analysed to find the impact among the

users.

Social networking sites:

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 A social networking site creates network communication among the user community.

Though social networking site serves for communication purposes among special

interest groups, the marketing strategy has also entered this medium for its reach.

People get exposed to various kinds of Aashman foundation through this media. They

tend to interact with the brand and also get awareness about the brand and its

service in an interesting way. Hence, there is a need to study the effective way of

communication in branding the product in social networking sites and analyse its

reach among the people and their perceptions in this research. In recent trend of

marketing in social networking sites, various brand communications are widely used

to attract targeted leads. So, this study would help to know the effectiveness of

communication and strategy done through social networking sites which make the

target audience to participate in this kind of advertising. This is mainly studied on

networking sites which are popular among Indian users were Face book, Twitter and

Instagram. This study would help the advertisers to understand the effective

communication strategy to communicate their brand among the users.

Objectives of the study:

1. To analyse the effective communication strategy through social networking sites.

2. To study the effectiveness of Aashman foundation through social networking sites

from its users and communicators.

3. To find the impact of interaction through these communication among Indian

users (with reference to Face book, Twitter and Instagram).

Usage of internet by the user

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 It has been found that 12% of audience use internet once a week, 19% of the

respondents use 2 to 3 days a week. 30% of the respondents use 1 or 2 h a day

and the remaining 39% of users are accessing internet more than 3 h a day. It is

understood that the new media and its technology is an emerging trend in

communication which attracts almost all the people, if they have knowledge of

computers. So this digital media has more snatchers towards its communication and

internet is becoming part of necessary communication among the students and

professionals, etc

Awareness of social networking sites:

It is observed that nearly 98% of the internet users are aware of social networking

sites and only 2% of them are clueless. Although the concept of computer-based

communities dates back to the early days of computer networks, only some years

after the advent of the internet online social networks have met public and

commercial in a successive manner. At the most basic level, an online social network

is an internet community where individuals interact, often through profiles that

represent their selves to others (Donath and Boyd, 2004). Social networks have

grown rapidly, and some like face book, Instagram, have achieved the mass market

and penetrated in a few months since their inception, such applications have infringed

their users in different strategy to interact with more people

Number of profiles in social networking sites: The study found that all the

respondents that is, 100% of respondents have profiles on Face book. And also, 88%

respondents of the same group have profiles on Instagram, 62% respondents have

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connected to twitter and 37% of users have account on other social networking sites.

The users can create many accounts in different social networking site. Face book is

useful for communication, self-promotion, to know about friends ‘community and to

find the missed out school and college mates. The peers use the Face book,

Instagram and Twitter for the same reasons to share the information and

communication. Due to this reasons, Face book, Instagram and Twitter were more

popular among the internet users of youth population comparatively with other social

networking sites.

LIMITATIONS OF THE STUDY

Market research is conducted to various respondents so biases such as mood, feelings

act on research settings.

The responses from the respondents could be biased which ultimately affects the

results shown by marketing research.

SCOPE OF THE STUDY

The study would help in gathering the opinion of people for social networking sites,

how do they use it, what are the things that they do on social and professional

networking sites and how these sites help them in socializing with their personal and

professional contacts.

Social media for Aashman foundation offers a great chance to present their work to

the outside world and to get into contact with their supporters, their beneficiaries and

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other people interested in their work. ... You can also network with others working

in your area or with potential donors through your social media profiles.

The study will help to formulate and implement Marketing strategies for Promoting

and communicating the information to the people through SNS.

User analysis : Aashman foundation

Demographic

The analysis of the demographic data by Facebook Insights gave the following result

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Chapter - 3

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Swot analysis of Company

SWOT ANALYSIS OF THE AASHMAN FOUNDATION

STRENGTHS

 Generally smaller and thus more responsive to the needs of local communities than

the kinds of large scale development projects undertaken in the days of

Modernization Theory.

 There is no political agenda as is often the case with government aid, and thus aid

is not ‘tied aid’ – it is freely given.

 NGOs can provide a more continuous supply of aid compared to governments, which

can be effected by elections

 NGOs are more likely to help the poorest of the poor, unlike TNCs who will only

invest in slightly more developed countries that are more stable because these provide

a better prospect for profit.

 NGOs provide one of the most critical voices of government aid agendas and provide

a broader range of knowledge about life in developing countries compared to Official

Aid Agencies

WEAKNESSES

 NGOs may have limited issue expertise and resources. They can miss the big

picture on some subjects and may not fully understand market forces, making it

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 harder to link with business or government partners. They may not be financially

sustainable.

 NGOs. Some advocacy NGOs has limited implementation capacity. They may find

it hard to see past special interests. They suffer from inconsistent revenue flows

from donations. They may appear to have a government/corporate "phobia" and

can be accused of "selling out" when they work with these bodies.

 NGOs may have limited experience with poor communities. Some do not reflect

the needs of small firms. They may not be sustainable on membership fees alone.

They can be single-issue organizations

OPPORTUNITIES

 NGOs can make good partners in export development programs to bring in local

communities, implement some training and encourage participatory development.

They can help shift the export focus away from commodities even at the small-

producer level. They can contribute their experience in integrating health and

education initiatives in development programs.

 NGOs can partner with agencies and governments to mobilize public opinion on

trade issues where they have common interests. Their voice and mandate often

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 bring a social dimension that complements the business and data analysis and

trade expertise. This can make them effective partners for trade programs that

address broader issues such as the environment, women, technology and others.

 NGOs can contribute sector-specific expertise to help producers add value,

improve quality and find new export markets. They can act as clearing-houses for

trade information.

THREATS

Isolated efforts may have the wrong focus or a weak impact. Trade development

authorities not working in partnership with NGOs could mean:

 NGOs may set up unsustainable initiatives without linking to wider trade

development solutions. There are fewer chances to connect poor people with

export opportunities.

 NGOs can define the dialogue and public understanding of trade issues without

the voice and experience of trade agencies. They may miss promising prospects

for trade development because of their focus on the marginalized. They may, for

example, focus on micro-producers, overlooking small and medium-sized

enterprises.

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Chapter 4
Conclusion
Social media marketing strategies are never consistent, and there is no golden rule to follow.
The most important aspect is to get to know the specific audience and create content that is
valuable for them. However, there are some guidelines’ that can be helpful, which this study
has explored and discovered. The thesis aims to explore what social media marketing
strategies are efficient for non-governmental organizations to apply on Instagram, to create
user engagement. It focuses on a specific organization but has discovered some general
guidelines for minor organizations to follow. There is no proof that these guidelines are
usable for other organizations or companies, but some of the findings could be useful when
improving social media marketing, regardless of who is using the guidelines. As social media
marketing continues to expand in usage, more focus on knowledge concerning social media
marketing, is developed. There is a need for social media specialists and the profession is
requested. I believe that the gap between organizations and companies on Instagram will
increase because of the challenges that minor organizations and companies stand before. The
more traditional media landscape, where media conglomerates ruled the field is shattering,
but it does not mean that the gap is disappearing. I believe that the focus shifts from money
to knowledge, which ascertains the need for this guide. To compete in the field of social
media, knowledge is vital, and organizations or companies that do not possess that
knowledge have to adjust their business to follow social media development. The study has
presented helpful guidelines for NGOs to create engaging content on Instagram since it is

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stated that there is no “one for all” strategy, rather dynamic tactics and approaches that needs
to be monitored and developed through time.

Direction for future work

For future work within this subject, it would be interesting to compare social media
marketing strategies on different platforms since social media is contextual and therefore
differs depending on the platform. Moreover, the comparison between commercial content
and “for the better good” content is a very interesting area. Many organizations work for
human rights, animal rights, children, or the environment, which are subjects that should be
of interest to every human being. Thus, commercial content is more common on social
media. Since we are moving even more into a digitized society, there might be a question
about subventions from SOCIAL MEDIA MARKETING FANNY HAMMARLUND 70 the
state to spread content on social media that concerns humanity. Would this even be possible?
It is a question for future social media marketers, and world savers.

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 REFERENCES

 https://www.facebook.com/aashmanfoundation/about/
 https://oorjaa.org/socialsector/aashman-foundation/
 https://skillshop.exceedlms.com/student/path/18061-google-ads-display-certification
 https://courses.eds.org/courses/course-v1

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