POLICY

FUNDRAISING STRATEGIES
A review of Makes Sense's fundraising approaches alongside those adopted by similar organizations
Makes Sense's Approach Other Organizations' Approach (e.g.: MindPeers)

HANGE Free/discounted Access to college resources like

meeting spaces, IT support and administrative
services.

College-facilitated partnerships with other Alliance Events &

Online
Miscellaneous Angel Investors
Venture Capital
& Private Equity
Building Successful
departments/organisations. Platforms Funding sources Investors offer capital
Providing include individuals
College prospects Galas & online donations, support early- for mental health
Administration Fundraising events organised through on-campus for joint crowdfunding grants and stage companies startups' growth and
collaboration Funding. drive funds corporate scaling operations
with funds and
sponsorsips mentorship
Endorsement by the college enhances credibility,
and attracts additional funding sources.

STRENGTHS CHALLENGES FUTURE STRATEGIES

Alumni's deep ties to their alma mater
drive donations
Alumni networks amplify outreach
for effective fundraising.
Alumni
Donations Legacy donations ensure continuous
funding sustainability.
Develop engaging communication
highlighting mental health impact.
Customizing messages to align with
alumni interests in mental health.
Foster ongoing connections beyond
donation requests
Explore fundraising beyond alumni.
Providing detailed reports showcasing
donation impact, building trust.
Developing a sustainable financial
plan beyond immediate fundraising
goals

Fundraising Strategies Recommendations Marketing Strategies Departments & Roadmap Expansion Strategy Financial Projections 01
POLICY
RECOMMENDATIONS
Tailored recommendations for Makes Sense to diversify their funding sources.

CHANGE
CSR PROGRAMS CROWDFUNDING HEALTHCARE ORGANIZATIONS
Through strategic marketing, Makes Websites like Kickstarter have Makes Sense can collaborate with
Sense can encourage businesses to allocate gained popularity where users can read healthcare organizations, hospitals, or
a portion of their CSR budgets. about NPOs. mental health institutions.

S
.
This initiative can skyrocket the positive Successful crowdfunding campaigns They may have grant programs or be
community impact and brand visibility of often go viral, attracting all kinds of willing to partner with this NPO to
the business, and raise funds for the NPO. attention on social media platforms. address mental health issues among
. students at the college level.

SOCIAL IMPACT BONDS CORPORATE MATCHING GIFTS CAUSE MARKETING

A company employee is to donate

A social impact bond is a type of financial
security that provides capital to the public
sector to fund projects.
The NPO can explore the possibility of SIBs
where private investors provide upfront
capital for mental health programs.
Cause marketing involves a collaboration
funds to the NPO.
between a for-profit business and a
nonprofit organization.
If he or she successfully submits the
proper paperwork to the company's
Typically, a brand’s association with a
human resources department, then the
nonprofit will boost their corporate
company will donate either the same
social responsibility. Makes Sense, in
amount or even more the NPO
exchange for their ethical contributions
to the collaboration and raise funding.

Fundraising Strategies Recommendations Marketing Strategies Departments & Roadmap Expansion Strategy Financial Projections 02
POLICY
MARKETING STRATEGIES
Steps to be taken to maximise awareness among the target audience and increase the reach of the organisation
CHANGE
SOCIAL MEDIA MARKETING
PODCASTS WITH DIGITAL CONTENT CREATORS
Series of podcasts on social media
S
pages with renowned digital content
creators on mental health.
PARTICIPATION IN MENTAL HEALTH WEEKS
In India, this month is celebrated in
May, while the World Mental Health
Month takes place in October.
PURPLE RIBBON CAMPAIGN
The Green Ribbon Campaign is a major
event associated to mental health in the
US.
A Purple Ribbon Campaign of similar sort
can be introduced to address stigma around
mental health.
Fundraising Strategies Recommendations Marketing Strategies
MENTAL HEALTH RESOURCE LIBRARY
It shall contain online resources such
as apps and websites that assist with
mental health issues.
For example- Meditation apps like
Headspace, Calm, journalling apps
like Five Minute Journal, Grid Diary.
SOCIAL INITIATIVES
Engaging in offline initiatives, Makes
Sense can conduct drives to
orphanages and old-age homes,
focusing on addressing the most
vulnerable sections of society.
These efforts aim to provide support,
companionship, and essential resources
to those in need.
Departments & Roadmap Expansion Strategy
TRAINING WORKSHOPS
OPPORTUNITY
Psychology honours students who
are appointed as volunteers can be
given a training workshop for
assistant psychologist/therapist in
collaboration with organisations like
MindPeers.
CAUSE MARKETING
BENEFITS
Firstly, it equips students with
practical skills, enhancing their
professional development.
Secondly, as these students
engage in awareness initiatives,
they contribute to breaking down
societal stigmas surrounding
mental health.
Financial Projections 03
DEPARTMENTAL SEGMENTATION
The operations of Makes Sense have been segmented into the following departments with detailed functioning of each.
PROGRAM DEVELOPMENT PARTNERSHIP & OUTREACH TRAINING TECHNOLOGY & DATA
a. Designing/ Tailoring a. Identifying prospective a. Develop training programs a. Implementing and
mental health programs on colleges. for staff and volunteers. managing technology
the basis of the responses. . solutions.
b. Building partnerships with b. Ensure the consistent
b. Collaborating with mental mental health advocates implementation of programs b. Ensuring that the data
health professionals for . shared is encrypted and not
program enhancement. c. Carrying out crowdfunding c. Reviewing the feedback.
subject to any privacy breach.
programs
.
FIVE YEAR ROADMAP
YEAR 1-2 YEAR 3-4 YEAR 5
a. Establishing partnerships with 2-3 colleges. a. Expanding services to 5-7 colleges. a. Expand to 10-15 new colleges.
b. Conducting demand assessments and b. Strengthening online platforms/online app b. Strengthen partnerships with schools and
initiating tailored programs. and community outreach. local communities.
c. Begin online platform/app development c. Collaborate with 2-3 high schools. c. Enhance tailored program effectiveness.

Finances- Focusing on current Finances- Diversify funding and seeking d. Finances- Focusing on sustainability and
fundraising and initial sponsorships. corporate partnerships. donor engagement.

MARKET AND COMPETITORS ANALYSIS GTM STRATEGY REVENUE ANALYSIS COST ANALYSIS COLLABORATIONS
Fundraising Strategies Recommendations Marketing Strategies MARKET ENTRY MODELS
Departments & Roadmap Expansion Strategy Financial Projections 04
OUTSOURCING
EXPANSION STRATEGY
Market Research & Demand Assessment Planning the Expansion Introducing New Programs

Targeting areas with high student demand and
lacking mental health services.
Understanding local attitudes towards seeking
help for mental health.
Detail achievable goals within a relevant
time frame.
MakeYog
Collaborate with college admins,
professionals, and stakeholders

Customize programs as per each institution's MakeTute

Surveying faculty, staff, and students to grasp
stigma perceptions.
Assessing tech needs for an online platform
needs and culture
Integrate online support, ensuring
accessibility, security, diverse services, and
user-friendly features for expansion. MakeSupport

Implementing the Expansion Identifying the Potential Market for New Programs
Launch pilot projects and adjust plans based on
Launch pilot projects and adjust plans based on
results for organizational viability
results for organizational viability
1. MakeYog- Under the flagship of MakeCare, MakeYog will ensure physical well
being of the college students as well. Students can participate in two-hour yoga
Train staff thoroughly, set service standards,
Train staff thoroughly, set service standards, and meditation sessions every weekend.
and provide resources for quality mental
and provide resources for quality mental
health services.
health services.
2. MakeTute- Creating a school-based career counseling unit and a mental health
Ensure clear and initiative in coaching hubs to prevent self-harm related to academic pressure.
Ensure clear and
consistent communication between new and
consistent communication between new and
central offices.
central offices. 2. MakeSupport- A support group for college students to openly discuss academic
Assess expansion, gather feedback, adjust for pressures and mental health concerns, fostering an environment of inclusion and
Assess expansion, gather feedback, adjust for acceptance.
better services, and tackle challenges
better services, and tackle challenges

Fundraising Strategies Recommendations Marketing Strategies Departments & Roadmap Expansion Strategy Financial Projections 05
FINANCIAL PROJECTIONS
Following are the Cost & Revenue Analysis for the upcoming 5 years for MakesSense.in

Key Assumptions

1. A stipend of Rs. 3500 will be

offered to Psych Hons. Students at
the commencement of their
internship in FY 2024 (Page. 03)

2. An online application will be

introduced in the FY2024, leading to
a 72% growth rate in marketing costs.

3. Crowdfunding will follow a tier

system. For the FY 2023, only Tier
1/Tier 2 localities will be targeted.

Fundraising Strategies Recommendations Marketing Strategies Departments & Roadmap Expansion Strategy Financial Projections 06