.

Report On

Overview of A Nonprofit

Organization

(Based on the Study of Marketing for Nonprofit Organization)

[1]

Report

On

Marketing for Nonprofit Organizations

Course: 523

Topic: “Overview of A Nonprofit Organization”

Prepared for:

Dr. Mijanur Rahman

Professor

Department of Marketing

Faculty of Business of Studies

University of Dhaka

Prepared by:

Md. Abdur Rakib

Section: A

MBA Roll: 375

Department of Marketing (14th)

University of Dhaka

Date of Submission: 13th April, 2013 eng.

[2]

Letter of Transmittal:

13th April, 2013

Dr. Mijanur Rahman

Professor

Professor

Department of Marketing

University of Dhaka

Dear Sir,

Here is the report on “Overview of A Nonprofit Organization” and the analysis of it

that you asked to conduct.

The study of analyzing as well as learning about the local nonprofit organization as well as

strategic marketing for such nonprofit organization helped me to gather & acquire a lot of

information & knowledge such as situational analysis, strategic overview, nonprofit project &

initiative, its objectives, related participants & performers etc.

I appreciate your choosing the report topic. If you need any additional information or assistance

in the overview of the report, please ask me.

Sincerely Yours,

Md. Abdur Rakib

Section: A

MBA Roll: 375

Department of Marketing (14th)

Faculty of Business Studies

University of Dhaka

[3]

Table of Contents:

No. Particulars Page No.

1 Executive Summary 4

2 Mission 5

3 Vision 5

4 Background 6

5 About Markets 7

6 Activities 8

7 Fund Raising 10

8 Volunteers 12

9 Segmentation & Targeting 13

10 Positioning 14

11 Problems of 15

12 Recommendation 15

13 Conclusion 16

[4]

Executive Summary:

is a nonprofit organization for children & elderly people. It works to provide basic

human needs (such as food, education, clothes medicare & others) to impoverished children &

elderly people of the local area. It began in November 2008 with a small room containing a white

board, a marker, and a little mat for the 17 students to sit on for education. This movement is

initiated by a group of young dedicated volunteers to break this vicious cycle and set into motion

the wheels of growth and prosperity for the poverty-stricken people of Bangladesh. In 2014,

will expand its reach outside of Dhaka, opening schools, feeding, medicare &

clothing program.

Lack of capacity to design and development, lack of proper funds, difficulties to motivate the

donors, less qualified staffs etc. are a few problems of the project.

Targeting students of schools & colleges as a volunteer, creating more awareness among

common people, encouraging local donors & local businesses to sponsor, showcasing the

cultural & national event & special services such as aiding in their social & other activities are

some of the solutions at hand for this project.

[5]

Mission:

It works to provide basic human needs (such as food, education, clothes medicare & others) to

impoverished children & elderly people of the local area. Running a few free-of-cost schools,

food, clothes & medicare for the poor in a few regions of Dhaka city is the incentive.

realized that it is not possible to expect sustainable growth and self-reliance without taking

care of the emotional and physical development of all the stakeholders. As a result, it established

various other programs to ensure the continuous growth of the community. You can find more

detail about these.

Vision:

No organization can succeed without focusing on its future existence. focused on

maintaining long-term sustainability by expanding its operations, not only in physical presence

but also in program variation. They increase its members (donors, volunteers & officials) by

adding more regions under their incentives.

Initially, they are running operation only in Dhaka. However, in the long-run, they intend to have

a fully operational branch in almost every district of Bangladesh. They wish to give as many

children as possible the opportunity to break free of the cycle of poverty.

[6]

Background:

In Bangladesh, for every child who is lucky enough to live in a good home and receive a good

education, there are three children who are doomed to live below the poverty line. As time goes

by, Bangladesh is slowly losing its educated population to the lure of better opportunities abroad,

and the number of poor people who have no means to help themselves increases daily. Day by

day thousands of mouths are increasing to feed for the population. It is painful to us but true that

we are unable drive the poverty from our country. Children are the new generation & only they

can lead us a better future to drive the poverty from our country. They are the future of our

country. An educated man is better than 10 uneducated men. 10 uneducated people will struggle

for their lifetime while an educated person can bring fortune for 10 men because “Knowledge is

power”.

Mr. Adnan Shouvo was expected to take over the family business after completing his education.

To everyone's surprise, Shouvo decided that he would use his education and skills to bring about

a change for the impoverished children & the elderly people of Bangladesh. Understanding that

charitable acts are often temporary and unsustainable, Shouvo was determined to improve the

lives of these people in the long term. Together with university friends who shared the same

vision, he set off on a mission to combat poverty by creating an educated future generation &

created

The project began in November 2008 with a small room containing a white board, a

marker, and a little mat for the 17 students to sit on. Now this free-of-cost-school in the slum

area of Ibrahimpur, Dhaka runs classes from KG to Class 8 for nearly 400 students. In March

2011 they opened another school in the Karail slum area of Banani, and in September 2011

opened another school in Gazipur, Tongi.

On the other hand, provided food to the students as well as the elderly people by

collecting rice, money weekly from the local residents & donations from the solvents of the

society.

[7]

Moreover, they collected used clothes from the local people every 3 months of the calendar year

that is 4 times a year & bought some of the clothes from the memberships pays, donations &

others.

Now they are not only looking to maintain its current success but also looking to expand on a

large scale in the near future. In 2014, will expand its reach outside of Dhaka,

opening schools, feeding, medicare & clothing program. These projects target the issues of

poverty, children’s rights, education, gender equality, health and nutrition, the environment, and

community development.

About Markets:

There are more than 33 million children in Bangladesh who live under the poverty line. They can

be seen on streets all over the capital city, tired, hungry and, more often than not, exploited.

Often these street urchins become involved in unsavory and dangerous professions, forced to do

whatever it takes to put food in their bellies. As they grow up, they are absorbed into the tide of

destitution that plagues this small nation. Later generations fall in step, unable to break out of the

mould. This creates a vicious cycle that has held most of Bangladesh in its grasp for decades.

[8]

On the other hand, they elderly people are taken as burden but in reality they are full of

experiences of life to lead the young generations. These people are also treated as the children

with food, clothing, old age education & so on.

is a movement initiated by a group of young dedicated volunteers to break this

vicious cycle and set into motion the wheels of growth and prosperity for the poverty-stricken

people of Bangladesh.

They are currently dedicated to conducting activities to provide more long-term and sustainable

benefits to children & elderly people of the society from families who are living below the

poverty line.

Activities:

Education for Children:

The educational field has been known as playing a major role in the creation of the current world

in which we live, mainly because it allows us to conceptualize our surroundings as well as our

interactions with those surroundings. Educational ideology is a product of culture and vice versa.

In addition to these factors, the understanding of political economy's role in education is vital in

understanding the variance of educational outcomes. It is a matter of great sorrow that most of

the people in our country are away from this basic need. Ibrahimpur is a region under Dhaka

Cantonment & Kafrul Thana in Dhaka. Here most of the people live below the poverty line and

most of the do not have access to educate their children and themselves and as result they are to

bear the brunt of different superstitions, poverty and many other social problems. This area is

located in the remotest corner of Barisal district and on the other hand there is lack of proper

number of educational institutions. In this situation is working to spread the light of

education among the children and elderly. It maintains two schedules to educate to the target

audience. They are Morning & Night.

As the children do not have much work, the volunteers of this organization teach them in the

morning hours. And on the other hand the elderly have a lot of works in the day time and a result

[9]

they do not have time to take teaching then. The volunteers teach them at night. The volunteers

who are working here are mainly students from different institutions. Some of the volunteers are

teachers, retired government employees and other professions.

Medicare to the Poor:

Health care Services in our country is not adequate enough to provide treatment facilities of the

total population. Moreover, poverty, illiteracy and lack of health awareness cause miserable

sufferings and premature death to our people. The quacks and govt. doctors are aggravating the

situation. Medicare is one of the basic needs of human life. Bangladesh is a tropical country

where the people used to suffer from various tropical diseases. Illiteracy, lack of health

awareness, malnutrition and environmental pollution are the main reasons for spreading the

diseases. The rich have access to get better medical treatment in some very expensive hospitals

or going to abroad for treatment. But the poor have to depend on the govt. hospitals, local

physicians and the medicines available in the country. On the other hand as most of the people

live below the poverty line in these areas, they have the capability of getting better medical

treatment spending a lot of money in expensive hospitals. There are some doctors who work as

voluntary in this organization to give free medical treatment to the poor. Most of these volunteers

are medical students and doctors. The medical students prescribe the patients during their

vacations and the doctors prescribe the patients after every 15 days. This whole program is

arranged by this organization. Sometimes the reputed doctors & medical students of our country

and abroad prescribe the poor patients in these areas and the whole responsibilities are performed

by .

Food & Clothing for the Elderly & Children:

Elderly people are taken as burden but in reality they are full of experiences of life to lead the

young generations. These people are also treated as the children with food, clothing, old age

education & so on. Food is important for living of human being. Elderly people with family or

without family suffer a lot for food & clothing.

On the other hand, children are suffering from unhealthy situation, lack of nutrition, child death

etc.

[10]

So, food & clothing ensures the living for the elderly people & the children of the societies.

is ensuring all the basic human needs for these 2 segments.

Other Programs:

Distribute worm clothes to the poor during the winter season.

Sometimes help the poor with finance

Arrange entertainment programs to the local people

Fund Raising:

Most of the events that are organized depend on the generosity of the local donors. The local

businesses, multinational companies and individual philanthropists that dedicate so much of their

resources to these events are very important in the success of each and every event. Thanks to all

of these kind people for their dedication and support for our cause.

Be the Difference (Sponsor a child):

A monthly contribution of BDT 1,500 (will cover all necessary costs for a child’s education:

tuition, books, uniforms, stationery, school bags, shoes, health check-ups, and a weekly supply of

nutritious food. Your one small act of generosity and sacrifice can pull a child out of poverty and

ignorance and give him/her a childhood to cherish.

Donation Payment Option:

People from all over the world, Bangladeshis and the international community, can sponsor a

child though local and international bank transfers and other online/offline payment systems.

[11]

Supporting Organizations:

Dhaka Bank

Green Delta Insurance Company Limited

Bachhara

Volunteer for Bangladesh

Youth of the Nation

Local Clubs

Schools & Colleges nearby

Monthly Fund Generation Program:

Local donors, the local businesses, multinational companies and individual philanthropists are

not going to donate willingly. In this regard, monthly volunteers will visit the contacted &

prospected banks, firms, supporting firms, local businessmen & local donors for ensuring their

constant donation.

Every 2 or 3 months later a whole day street, restaurants, shopping malls & other places are

targeted for fund raising.

[12]

Volunteers:

Volunteer with non-governmental organizations (NGO's) which are independent organizations

with no connection to governments. Many non-government development organizations work

under the principle of development through volunteerism. Actually in the nonprofit organizations

the volunteers are not paid financially. Volunteers in utilize their time for the serve

of the humanity. The volunteers of are given in a chart:

Students

Service holders

Business man

Youth

Retired persons

Old people

VolunteersStudents

Service Holders

Business man

Youth

Retired Persons

Old People

[13]

Segmentation & Targeting:

The segments will be age & class based segments. Key segments of the society will be as the

following:

The donating segments are as the following:

Key Segments

Children

(3-12 years old)

Elderly (55+ years old)

Donating Segment

Supporting Organization

Local Donors

Business Donors

Common People

Govt. & NGOs

[14]

Target Market of the Segment:

They are targeted with concentrated marketing strategy initially deciding on only one location as

a geo-demographic segment that is 3-12 years old & 55+ elderly group of the North Ibrahimpur,

Dhaka region. Later differentiated marketing strategy has been chosen for expanding its regional

area & location.

Positioning:

It is difficult to position in the minds of the target audience as they are influenced lot of

environmental factors such as families, reference groups, societies & others. Doing a research on

the target market behavior, choosing right media for communication, volunteer training,

awareness campaigning program, fund raising program, event organizing, local supports etc. can

aid in positioning in the minds of the targeted segments as well as the donating segments.

Target Market

Slum Children

Working Children

Elderly with family

Elderly without family

Street Children

[15]

Problems of “ ”

Most of the staffs have lack of capacity to design and development a new project and

poor capacity to write the project proposal or objective.

Lack of proper funds leads financial crisis and as a result in some times qualified

employees are not motivated.

Small NGOs have very little ability to provide sufficient remuneration or salary. As a

result, they cannot retain the potential staff.

Most of NGO's director and senior staff comparatively less qualified.

Potential staffs do not like to work in the small development organization or NGOs and

they do not get the working environment.

Sometimes it is very difficult to motivate the donors.

As most of the targeted are poor and illiterate, it is very difficult to convince them in

many cases.

Recommendation:

They can target students of schools & colleges as a volunteer for every month or every 2

months for fund raising near the campus compound

Besides, school, college & university students can also provide a share of their pocket

money savings monthly for fund raising.

Creating more awareness among common people through mass media like TV,

newspaper, posters, flyers etc. for increasing fund raising & volunteers.

Encouraging local donors & local businesses to sponsor children & elderly people on the

name of their deceased parents, grandparents etc.

[16]

Showcasing the cultural & national events of Bangladesh will create more awareness &

convince the target market to get in the program.

Special services such as aiding in their social & other activities & promotional featuring

of the donors as showcasing them among the society as responsible persons or businesses

in the society will help getting sustainable & long term relationship with them.

Conclusion:

No organization can succeed without focusing on its future existence. Maintaining long-term

sustainability by expanding its operations, not only in physical presence but also in program

variation is required. Volunteers, staffs, donors & communities are the key performers of the

project . Doing a research on the target market behavior, choosing right media for

communication, volunteer training, awareness campaigning program, event organizing etc. can

aid in the project success.