Ad Grants OMC 2018

Pre-Campaign Marketing Strategy Report

Drishti Foundation Trust

 Nonprofit Overview

Organisation Name: Drishti Foundation Trust

Website: www.drishtifoundation.org

Cause: From over 6 years, since its inception in 2012, Drishti Foundation Trust (DFT) has
been working tirelessly in the area of Health, Education, relief of poor and providing facilities
to differently abled people in several states of India. DFT has been involved and running major
projects and services: Oral cancer treatment project in the tribal areas where is no
hospitals/clinics, safe & proper care for the orphan girl child for supporting the movement of
"Beti Bachao Beti Padhao Yojna", dental care & oral hygiene awareness to the needy people in
India where is no access to the dental care providers in most of the parts of India,
environmental conservation project, medical social welfare activities, slum healthcare centres,
mobile clinics and blood bank service-all aligned with the primary objective of providing
holistic, free of cost facilities to underprivileged. Mr Dinesh Kumar Gautam founded DFT and Brand & Mission
running it with other noble souls for a good cause.

2 ★ Drishti Foundation Trust abbreviated as DFT

 Nonprofit Overview

Operating Regions

Location: G 502, Merlin Sparsh Narol , Aslali Highway Narol, Ahmedabad, Gujarat
Delhi/NCR
- 382405, India.

Organisation Size: 500+ Volunteers (The Organisation is solely volunteer based) Haryana

Years in business: 6 Years

Rajasthan
Services:
Sustained: Quality education, healthcare & nourishment to underprivileged Gujarat
children, dental care, oral cancer treatment and care for orphan girl child.
Seasonal: Blood donations, medical checkups, tree plantation camps etc. Sikkim

Mission (social impact): Drishti Foundation Trust reached and helped millions of
Uttar Pradesh
lives, since its inception and still working tirelessly to provide quality education,
awareness and healthcare in the spirit of the society, especially the poor,
disadvantaged and the disenfranchised irrespective of caste and creed. DFT is also Mumbai
helping to conserve environment and natural resources.

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 Market and Target Audience Analysis

(Demographics) (Interests)
● Quality education for children
33.20%
18-24 ● Child Healthcare and welfare
● Care for orphan girl child
49.79%
25-34 ● Oral cancer treatment
(Age)

8.51% ● Dental care service

35-44
4.77% (Behaviour)
45-54
3.73%
55- 64

55.24%
(Gender)

Female
Male 44.76% (Geographics)

Source: Google Analytics

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 Current Marketing
Current and Potential Market reach: Potential donors, Volunteers, Current Online and Offline Marketing:
CSR, Corporate’s, young employees and youth etc.
Current Marketing budget: 5,50,000 INR allocated for offline
marketing.
Website overview: The client’s website has a decent design which
is better than many of its competitors and website gets updated
monthly by the client, however it has several issues as follows:-
● Lack of HTTPS and SSL certificate
● High page load time
● Lacking Off-page and On-page SEO
● XML sitemap is missing
● Lack of retargeting, opt-ins and funnel
● Weak call to action
● Very low backlinks
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● Online Channels: Online advertising through Google Ad
Grants for DFT website, Video Channel on YouTube, have
social presence on Google+, Facebook, Twitter etc. Do not
have blog and email marketing set up.
● Offline channels: FM Radio, TV broadcast, Newspapers &
Print, Billboarding, Phone calls, Mail, SMS, Personal
interaction, Event marketing etc.
Fundraising Evaluation:
Online: Negligible
Offline: 1,25,000 INR approx. monthly average
Current tracking methods:
Google Analytics, Google AdWords, Phone calls and Salesforce
CRM.
 Proposed Online Marketing Strategy
Web Design
DFT’s web design needs
necessary improvements as
analytics tracking says which
enables willing donors to
make donations via strong
Call-to-Actions (CTA), while
providing a wealth of
information on the facilities
offered, volunteering
opportunities and key
personnel, alongside increased
social media accessibility and
aesthetic appeal.
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Search Engine
Marketing
DFT has not yet engaged in
optimised search engine
marketing. By addressing
the various stages of the
Consumer Buying Funnel
and implementation of SEO
off-page/on-page will allow
DFT to reach donors who
are looking to donate to a
credible & worthy
organisation.
Email Marketing Blogging
DFT has not involved in DFT don’t have a blog
email marketing & email although the website gets
list building. It is very regularly updated with info
important to build your related to events organised.
community and A blog is very important
communicate with your for getting organic traffic
donors and volunteers from search engines
because nonprofit rely on because search engine bots
their support and without optimises the keyword
them nonprofit would present in the blog & help
struggle to exist. website to get better rank
on search engines.
 Nonprofit Marketing Goals
-DFT website is getting 980 visitors and 1803 pageviews as recorded of last 30 days.
Educate Mission/ -DFT is tracking website traffic changes but is not enough skilled to take appropriate actions.
-Their website’s total impressions are 10800, Clicks are 467 and CTR is 4.33%.
Awareness
-They are trying to achieve the attention of the society. Their message for audience is they want people to
come together with them to solve problems of the society.
-Raise brand awareness, acquire new recurring donors & volunteers are their fundraising goals.
Cultivate -Tracking donations using google analytics, adWords, phone calls and salesforce CRM.
Donors -They don’t have specific marketing budget but occasionally they spend for offline marketing.
-They communicate with their donors via phone calls, emails, SMS and personal interaction.

-DFT has more than 500+ volunteers and it is also a part of UNV Programme.
Recruit -To recruit more volunteers DFT can run Ad campaigns utilizing adWords to serve ads to target audiences
Volunteers who are potential volunteers.
-They are currently not tracking volunteer conversions on their website.

-DFT hosted 27 events last year and this number may increase in coming years as DFT grows.
-Scale of the events is large. Goal of events is to reach masses & enroll as many participants as possible.
Promote Events -They run seasonal/temporary campaigns like tree plantation, blood donations, medical camps etc.
-They can use adWords to promote all their events by allocating each ad campaign to each event and serving events ads
to targeted audiences by using keywords related to each type of event.

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 Account Performance
Google Analytics

Impressions
Impressions Desktop: 5738
Impressions Mobile: 5003
Clicks
Complete Desktop: 311
Complete Mobile: 156
Complete Tablet: 0

Click through Rate

CTR Desktop: 5.42%
CTR Mobile: 3.12%
Conversions/Conversion Rates Google AdWords

Conversions over the past 30 days: 274

Conversion Rates: 58.67%
Google Analytics
Website traffics: 980 visitors and 1803 Pageviews
Conversion values: Not defined
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 Ad Group: Welfare Donation, Event Donation
CBF Stage: Action

Proposed AdWords Strategies Geo Targeting: Metropolitan cities India

Bid Strategy: Maximize Conversions
Conversions: Donations
Strategies Sample Keywords: [Charity], “Donate for charity”
+donate+child+education
Ad Group: Child Welfare, CSR Negative Keywords: Charity hospital, charity synonym, donate
CBF Stage: Consideration hair for charity
Geo Targeting: Metropolitan cities India Ad Extensions: 2 Sitelink, Call & Location extensions
Bid Strategy: Maximize Clicks
Conversions: Donations/Signups Strategies Ad Group: Drishti Volunteers, Event Volunteers
Sample Keywords: [Child welfare], “educate Strategies Donation CBF Stage: Action
child” +educate+child, “Corporate social Geo Targeting: Metropolitan cities India
responsibility” Bid Strategy: Maximize Conversions
+corporate+social+responsibility+India Conversions: Form Submissions/ SignUps/Donations

Volu
ss
Negative Keywords: Child welfare act, child Sample Keywords: [Volunteers for NGO], [Volunteers for
welfare definition, CSR jobs environment conservation],“Become a volunteer in ngo”

rene
Ad Extensions: 2 Sitelink, Call & Location +volunteer+drishti+foundation+ngo

n
teer
extensions Negative Keywords: Volunteers for animal ngo

Awa
Ad Extensions: 2 Sitelink, Call & Location extensions
Ad Group: Drishti Foundation Trust,
CAMPAIGNS

s
Drishti NGO
CBF Stage: Consideration Ad Group: Dental Care, Save Girl Child
Geo Targeting: Metropolitan cities India CBF Stage: Action
Bid Strategy: Maximize Clicks Geo Targeting: Metropolitan cities India
Conversions: eBook Downloads/Donations Bid Strategy: Maximize Conversions
Sample Keywords: [Drishti NGO]. “Drishti Conversions: Donations/Signups/Form Submissions
Br ts Sample Keywords: “Dental camp” +dental+camp+india,
en
Foundation Trust” +drishti+foundation+ngo,
an
[Donate to drishti foundation ngo] din Ev [save girl child], [beti bachao beti padhao]
Negative Keywords: Drishtee foundation careers, g Strategies
Negative Keywords: Dental training camp, speech on
save girl child
Samyak drishti foundation
Ad Extensions: 2 Sitelink, Call & Location Ad Extensions: 2 Sitelink, Call & Location extensions
extensions Strategies

★ Consumer Buying Funnel abbreviated as CBF

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 Sample Ad Copies: Optimization for Best Performance:

New Ads performance metrics and analytics

reports will be precisely monitored and
analysed regularly in order to get clear
insights into our marketing plans.
Optimization of Ads performance and
implementation of appropriate modifications
will be performed for successive improved
results to meet client’s goals.

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Core Performance Metrics to Track

Key Metrics Goal How

Increase 30% clicks & Improving quality of Ad copy
Lift in website traffic Impressions, 6% CTRs, $2 and Keywords
CPC/less

Actively track conversions for Tracking and implementing the

Conversion Tracking incremental conversions changes on the grounds of
analytics results

Impact on Conversions 300+ Maximize Conversion Bid Strategy

Improving quality of landing page,

Conversion Rate 20%-60%
Ad copy and Keywords

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 ★ Also the special campaigns will be run
Weekly Plans Summary intermittently during the middle phase of the
competition.

Week 1

Number of campaigns: 5
Keywords strategy: Broad, Exact and Phrase Match keywords
Budget: Monthly budget: Upto $10000, Weekly budget: $2303, Daily budget: $329
Budget Allocation to Goals: Donation(60%), Volunteers(20%), Events(10%),
Branding(5%) and Awareness(5%)

Week 2

Budget Allocation to Goals: Donation(60%), Volunteers(10%), Events(20%),

Branding(5%) and Awareness(5%)

Week 3

Budget Allocation to Goals: Donation(60%), Volunteers(20%),

Events(10%), Branding(5%) and Awareness(5%)

Week 4

Budget Allocation to Goals: Donation(60%), Volunteers(10%),

Events(20%), Branding(5%) and Awareness(5%)

Timeline
Start Date: Week 1 Week 2 Week 3 Week 4 End Date:
01.08.2018 01-07.08.2018 08-14.08.2018 15-21.08.2018 22-28.08.2018 28.08.2018

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