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Scope For Change is a non-profit organisation headquartered in Delhi, spearheaded by a veterinarian, Mr. Perminder Singh Malik. The organisation is committed to fostering comprehensive measures that empower underprivileged communities in five key areas, namely Environment, Education, Social Welfare, Women Empowerment, and Health. The NGO's overarching goal is to achieve sustainable development, not just for individuals but also for the broader ecosystem. To achieve this, they have established various initiatives such as conducting camps, operating education centres, and providing skill development programs, among others. Prior to collaborating with us, the client encountered several challenges in raising funds, engaging volunteers, and establishing a digital presence, particularly their website. Another significant hurdle was gauging their performance relative to other organisations pursuing similar causes.
We employed a multi-faceted approach to address the client's four requested deliverables. Firstly, we curated a comprehensive catalogue of premier fundraising platforms and evaluated them based on the client's requirements. The platforms were ranked in order of decreasing suitability and recommendations were made to replace their existing platform with a more efficient one. Furthermore, we suggested various offline fundraising strategies and collaborations that could significantly augment the funds raised. To address the issue of volunteer retention and expanding headcount, we proposed a proper incentivization system and value proposition. We recommended several online outreach methods and also suggested internal optimization to enhance the relationship between volunteers and other staff members with the ultimate goal of retaining them for a longer period. We conducted extensive research to create focus groups and analyse the distinctive features of the client's competitors. This analysis took into account their funding, programs, operations, marketing, unique selling propositions, culture, and customer reviews. We also carried out a detailed scrutiny of the competitors' social media strategy. Lastly, we gathered, analysed, and reported web data for website analytics to comprehend and optimise web usage. This data was utilised for business and market research, and we put forward several suggestions to enhance the website's effectiveness and user-friendliness.
We suggested 6 online fundraising platforms based on which the client chose and employed one platform, and this resulted in a 40% increase in the amount of funds generated. Higher retention rates and an increased participation by both students as well as corporate officials in the NGO is evident as we saw a 150% increase in participation by new volunteers. A 50% increase in collaborations resulted in an enhanced reach of our client’s NGO all over Delhi-NCR in schools, colleges and corporate organisations. The client thoroughly appreciated the intensive landscaping and analysis of nearly 10 other NGOs provided and will be considering the changes and improvements suggested by us. Based on the analysis of 5 parameters regarding website optimisation, the issue concerning low traffic on the client’s website has been optimised, resulting in a longer average time spent by a user on the website and better engagement. Additionally, the client implemented 10+ changes in their website user interface recommended by us. Overall, we foresee a potential improvement in the NGO’s operations in terms of volunteer participation, an increased generation of funds, and better website functioning and engagement.
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