CIA I

INTEGRATED MARKETING
COMMUNICATION

PLANNING AN IMC CAMPAIGN

NGO TAKEN - PUKAAR

SUBMITTED TO
PROF. DEEPAK JHA
SUBMITTED BY
ANIRUDH ALLEN 20212104
ANUSHKA BISWAS 20212106
MANAS GUPTA 20212135
PRANATI MATHUR 20212174
VINEET GOEL 20212164
ABOUT PUKAAR

Pukaar is a non-governmental organisation based in Delhi, India. It

performs disaster relief, humanitarian aid and community development
work in parts of 23 states of India.

MISSION & VISION

Pukaar aims to build an equitable relationship of strength, sustenance, and
dignity between the cities and villages, using under-utilized material as a
tool to trigger development with dignity. We envision growing as an idea
across regions, economies, and countries using urban surplus material as
a tool to address basic but neglected issues of the financially and
materially poor, involving them in designing and implementing their own
solutions, with their own efforts, knowledge, and dignity, and material as
a reward for their participation.
 VALUES & GUIDING PRINCIPLES

VALUES
• To recognize and value the potential of local resource and traditional
wisdom of people.
• To focus on the receiver’s dignity instead of the donor’s pride.
• To promote circular economy by ensuring maximum use of each material.
• To collaborate with partner organizations to increase effectiveness and scale.
• To view every entity as equal stakeholder in the process of development
rather than observing hierarchical relationships.
• In the race of development, we all are too focused on machines i.e., the big,
known issues, ignoring the needles- the most important basic needs.

CAUSES OF PUKAAR
• Listening deeply to our rural communities with humility, treating people
with dignity and respect.
• Working alongside. We facilitate, nudge and empower our partners and
communities environmentally and socially to infuse new life and vitality into
their communities.
• Being responsive. We are constantly learning, incorporating and addressing
from the reality of changing communities, contexts and deepening
relationships
• Rooting Ideas in Community. Our on-ground strategies are built from the
context, cultures, knowledge, wisdom, resources, needs, and aspirations of
the rural communities we work with.
• Principles Driven. Our reflection, decision-making and action, in the face
of complexity and uncertainty is driven by our guiding principles.
 IMC PLAN FOR PUKAAR
I. DEFINE THE ORGANIZATION'S GOALS AND OBJECTIVES: Start
by clearly defining the goals and objectives of Pukaar, as well as the target
audience that the IMC plan is intended to reach. This will help to ensure that
all of the elements of the IMC plan are aligned with the organization's
mission and goals.

II. CONDUCT A SITUATION ANALYSIS: Review Pukaar's current

marketing efforts, as well as the wider environment in which it operates, to
understand the challenges and opportunities facing the organization. This
will help to inform the development of the IMC plan.

III. IDENTIFY THE TARGET AUDIENCE: The next step is to understand

the target audience. This may include researching their demographics,
interests, behaviours, and values, and using this information to create buyer
personas.

IV. DEVELOP THE MESSAGING: Based on the goals and target audience,
develop a messaging framework that clearly communicates the
organization's value proposition and unique selling points. The messaging
should be consistent across all channels and touchpoints.

V. CHOOSE THE CHANNELS: Based on the target audience and the

messaging, determine the most appropriate channels to reach the target
audience. These may include social media, email marketing, events, content
marketing, and more.

VI. DEVELOP THE CREATIVE: Work with a creative team to develop eye-
catching, engaging creative that supports the messaging and is appropriate
for the chosen channels.

VII. EXECUTE THE PLAN: With the IMC plan in place, execute the plan and
monitor its success using metrics such as website traffic, social media
engagement, email open rates, and more. Regularly review the plan and
adjust as necessary.
 ELEMENTS OF PROMOTIONAL MIX
USED FOR PUKAAR

I. ONLINE MARKETING –

• PAID SOCIAL MEDIA PROMOTIONS

Our non-profit organization may use social media to create
targeted advertisements based on the demographics of prospective
customers. Localizing posts to get the broadest reach within our specific
community. Before investing in non-profit marketing rupees in social media,
Using Google Analytics account we can find out which social media
profiles can result in getting a high conversion rate

• PERFORMING SEO ACTIVITIES TO GENERATE ORGANIC

TRAFFIC
Our ultimate SEO goal is to appear in the top 3 Google search results
for searches related to your cause or brand name. Getting 75.1% of all
clicks, with an average click through rate of 31.7% for the first result,
Without proper SEO, our website will generally struggle to be
found unless you search using page-specific or brand-specific search
queries. But full-blown SEO campaigns are resource-intensive and never-
ending. Instead of working on all 200 ranking factors, we recommend
focusing on these few improvement areas: These tasks are one of the most
important ranking factors and can greatly increase your website's chances of
ranking well.

➢ Secure your site with HTTPS

➢ Make your site mobile-friendly
➢ Improve page load speed
➢ Produce quality content
• DISPLAYING DONATE BUTTON ON DIGITAL PLATFORMS
Facebook recently released a feature that allows non-profits to add
a "Donate" button to their organization's profile. Adding this CTA to
your non-profit’s page creates a great fundraising incentive to
attract new potential donors to your brand. Applying for this feature is easy
and effective

JUSTIFICATION FOR GOING AHEAD WITH ONLINE

MARKETING
• CONNECTING TO POTENTIAL SUPPORTERS AND CONVEY
OUR MISSION
Social media is generally a great medium for connecting with
potential supporters. Through photography, people get to know our project
more personally and are more likely to support us. Done well, it can expand
your network beyond those who already know us and
our work, and attract new followers.

• BETTER EXPOSURE
Facebook and other social media have over 3 billion users. Creating and
promoting our NGO account gives us the opportunity to meet many people
who would otherwise not know about our project. . To find your homepage,
people should already be familiar with our organization. Or at least you
should search using very specific terms. Meta will give you
more opportunities to share your work with our network and with
your network of followers.

• SEGMENTATION AND TARGETING RIGHT AUDIENCE

Online marketing can leverage data from different channels
to easily segment audiences based on different factors and
message accordingly. It involves three main steps: segmentation,
determining consumer needs, and building behaviour-based profiles.
II. DIRECT MARKETING

Direct marketing refers to campaigns that send communications directly

to the donors themselves. This is a push marketing tactic and an attempt to
communicate directly with donors.

• SENDING NEWSLETTERS REGULARLY

Newsletters are generally long-form e-mail communications whose primary
purpose is to share information ("news") about an organization and its
efforts.
These communications typically contain multiple types of information,
including: B. Company updates, short stories and testimonials, educational
content, and even calls to action. However, newsletters are usually longer
than other email communications.

• SENDING NEWSLETTERS ON SPECIAL OCCASIONS

Most non-profits only contact potential and existing donors twice
a year, or at most four times a year. However, it affects communication with
contributors.
Keeping in touch with potential donors and sending
them the occasional postcard on their birthday, anniversary, or
even holiday or New Year greetings will make them feel
valued. It also helps build their trust in and move us closer to our goals

• APPEALS
Encourage donors to connect with our organization via email. However, you
may be tempted to fit the email appeal into the general paradigm of
fundraising-related communications.
First of all, we know that almost 50% of readers spend 15 seconds (or
less!) after opening an email. This means that email appeals should be
significantly shorter than their handwritten counterparts.
Additionally, email solicitations are often more direct than
other fundraising-related communications, with specific
calls to action, purpose or impact, and even suggested donation amounts.
 JUSTIFICATION AND REASONS FOR DIRECT
MARKETING
• DIRECTLY MEASURABLE RESULTS
Direct marketing is attractive to many marketers because its positive
results are directly measurable. For example, if a marketer emails
1,000 inquiries and 100 respond to a promotion, with certainty
the campaign will result in her 10% direct response. can say. This metric is
known as “response rate” and he is one of many clearly quantifiable success
metrics used by direct marketer

• HIGHER RETURN ON INVESTMENT

Direct marketing is a method that has been shown to have a significantly
higher return on investment than digital trends methods, often with response
rates 10 times higher than digital marketing.
Costs are typically higher than online channels, but the high ROI and
increased engagement are worth it.

III. PUBLIC RELATIONS

Public relations are a strategic communication process that builds mutually
beneficial relationships between organizations and their public. Building a
great relationship with individuals must be a difficult and time taking
process for companies in terms of loyalty. To prove this loyalty companies
do work hard to attract people through unique features present in their goods
and services and to set a high position in the market contribution to social
problems is a must.
For that particular problems companies take benefits of celebrities, which
help to raise funds for poverty people. The same goes with Non- profit
organizations, as these organizations are for underprivileged people to
provide some basic living life. Funding and other numerous requirements for
poor people, prove dedication to this program to build the trust of societies.
 JUSTIFICATION FOR GOING AHEAD WITH PUBLIC
RELATIONS
BETTER BRAND IDENTITY WITHIN PEOPLE
For increasing the fund and devotion towards program well known NGO like
YOLO Foundation take advantage of high-profile celebrities like Jacqueline
Fernandez to raise sponsorship. Same, Our NGO can take help from the home
minister of that state or area which act as ambassador for the NGO who will
provide local funds from that particular area. Also, a good influence would attract
more fundings from others as people would rely more on the organization and they
might think that it is an authentic and certified NGO which would genuinely help
others with the people’s funds.

IV. ADVERTISING
• Request a "Donate Now" button on your Facebook non-profit page: It's
crucial to be in front of your audience with the correct offer at the proper
time, place, and location for many of these causes, and this button
unquestionably encourages quick action. Your Facebook page must be
verified and have accepted Facebook's terms and conditions in order to have
this functionality. After doing all of that, you will need to fill out a form, and
before you know it, Facebook may start giving you donations.

• Activate Emotions Strong feelings can be evoked by seeing videos of

persons touched by the crisis, hearing their tales, and seeing the people
affected. When it comes to digital marketing, where your messages have the
potential to reach very huge groups of potential donors, the use of video to
arouse emotions shouldn't be undervalued. Since emotions are ultimately
what motivate individuals to take action, non-profits shouldn't put off
investing time and money in video development and hosting.
 JUSTIFICATION FOR GOING AHEAD WITH
ADVERTISING

• PROOF OF AUTHENTICITY: NGOs frequently struggle to demonstrate

their authenticity to others. Even after the NGO has been registered, people
still wonder if their donations are going to a secure and legitimate location.
The above-mentioned strategies will assist the NGO in becoming more
visible and swiftly gaining public confidence. Reaching a larger audience
through video advertisements will aid in raising awareness. Gaining donors'
trust and faith through direct email is beneficial.
• VOLUNTEERING: PUKAAR can use all of these strategies to attract
volunteers. Nearly all NGOs struggle with a serious volunteer shortage. It
might even be a bigger problem than fundraising because volunteers need to
be accountable, committed, and sensitive to the cause, but donors need not
make any commitments to fundraising. They must comprehend the necessity
and possess sufficient empathy to contribute to the social cause. As a result,
real-life stories shown in video advertisements can stir up feelings and spur
volunteers to action.

V. EMAIL MARKETING
• While drafting fundraising letters, adopt a "you-attitude": The main principle
of the "you-attitude" is that readers are frequently more preoccupied with
their own demands or actions than the writer is. When supporters believe
their causes are similar, they are more likely to donate to a non-profit. The
word "you" is therefore the most crucial one to use in your essay. Your
words should be framed on the donor's actions rather than your
organization's needs. Try using this donor-focused appeal in place of the
words: "We beseech you to make a donation for...": "Your donation will
assist us to..."
 • Use significant fundraising keywords for direct mail: In the majority of
fundraising campaigns, you'll discover that there are specific words or
phrases that work best to attract supporters. These are the words that will
give your organisation legitimacy and suggest possible advantages for the
donors. Effective direct mail fundraising strategies include a certain set of
terms, such as the donor's name, "tax deductible," "donate," and the
aforementioned "you," that will help your fundraising efforts soar. Think
about the encouragement you would want to receive from others. Make a list
of these words and incorporate them into your letter template after that.

JUSTIFICATION FOR GOING AHEAD WITH EMAIL

MAREKTING

STRATEGIC NETWORKING: The appropriate mail etiquette and important

fundraising keywords might actually result in lead creation and strategic
networking. The most obvious benefit of strategic networking is fund generation,
though there are others as well. These methods can also be applied in collaboration
with other NGOs. For instance, if other NGOs receive grant approval, it should
actually be viewed as a chance to collaborate with them and learn from them.
Utilizing technology could aid in creating networks within your area.

THANK YOU!