A

NTCC REPORT
On
IMPACT OF SOCIAL MEDIA ON COLLECTING FUNDS FOR NGO

SUBMITTED FOR THE PARTIAL FULFILMENT OF REQUIREMENT

FOR THE AWARD OF DEGREE BACHELOR OF BUSINESS
ADMINISTRATION

BACHELOR FOR BUSINESS ADMINISTRATION

AMITY UNIVERSITY KOLKATA

SUBMITTED BY
KHUSHI KHARWAR
A90606422016
BBA
2022-2025

TERM PAPER [MSTP 100]

Under the supervision of
DR. NIBIR KHAWASH

AMITY SCHOOL OF BUSINESS

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 DECLARATION

This is to certify that I, Khushi Kharwar, a student of BBA of 2022-2025 Batch, Amity
Business School, Amity University Kolkata, have worked under the guidance and supervision
of DR. NIBIR KHAWASH for NTCC Term Paper.

The level of this report is sufficient for it to count toward the Bachelor of Business
Administration degree requirements. All of this report's material is based on original research,
and no portion of it has been taken from any other source.

I am aware that Amity Business School has the right to cancel the report in the event of
noncompliance.

Name of student: KHUSHI KHARWAR

Enrollment No.: A90606422016

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 CERTIFICATE

On the basis of Project Report submitted by Khushi Kharwar, a student of Bachelor of

Business Administration, I hereby certify that the project report “ IMPACT OF SOCIAL
MEDIA ON COLLECTING FUNDS FOR NGO” which is submitted to Department of
Management, Amity School Of Business, Amity University is a original contribution with
existing knowledge and faithful record of work carried out.

To the best of my knowledge, this work has not been submitted in part or full for any degree
or diploma to this university or elsewhere.

(Signature of faculty guide)

Mr. Nibir Khawash

Amity University, Kolkata.

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 ACKNOWLEDGEMENT

I would like to express my special thanks and gratitude toward Mr. Nibir Khawash sir our
guide and faculty for the subject Non Teaching Credit Course (NTCC), who helped me in
completing my project. I came to know about so many things and for that I am really thankful
to him. Without his guidance it might be difficult for me to complete this research paper.

Secondly I would also thank my parents and friends who helped me a lot in finalising this
project within the limited time.

Name of student : Khushi Kharwar

Enrollment No. : A90606422016
Amity University Kolkata

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 CONTENT

1 Abstract 6
2 Introduction 7
3 Organization profile 8-9
4 Description of Internship Tasks 10-11
5 Research Methodology 12-27
6 Analysis and Contribution 28-30
7 Key Learnings and Reflections 31-33
8 Conclusion 34-35

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 ABSTRACT

In recent years, the emergence of social media has revolutionized the way organizations
engage with the public, disseminate information, and raise funds. Non-governmental
organizations (NGOs), which are often deeply reliant on public donations and community
support, have found social media to be a powerful tool for enhancing their fundraising
strategies. Traditionally, NGOs raised funds through direct mail campaigns, fundraising
events, and partnerships with corporate sponsors. However, the rapid growth of digital
platforms like Facebook, Instagram, Twitter, and newer platforms such as TikTok has
transformed how these organizations connect with potential donors and amplify their
messages.

This project aims to explore the impact of social media on fundraising for NGOs, focusing
on the advantages, challenges, and overall effectiveness of social media campaigns in
generating financial support. Social media has democratized access to global audiences,
allowing NGOs to reach potential donors in a way that was previously unimaginable,
particularly for smaller organizations with limited resources. By leveraging digital tools like
crowdfunding platforms, targeted advertisements, and viral campaigns, NGOs can tap into a
vast network of individuals who are motivated to support causes they care about.

However, while social media offers significant opportunities for NGOs to increase visibility
and fundraising potential, it also presents several challenges. These include the overwhelming
competition for attention in an already saturated digital space, the potential for donor fatigue,
concerns over credibility and trust, and the ever-changing nature of social media algorithms.
Understanding how NGOs can overcome these challenges and effectively utilize social media
to collect funds is central to this project.

Ultimately, this project will provide valuable insights into how social media can be leveraged
to enhance fundraising efforts for NGOs and will contribute to the growing body of
knowledge on digital fundraising strategies in the non-profit sector. Through this analysis,
NGOs will be better equipped to navigate the complexities of the digital fundraising
landscape and harness the full potential of social media in their missions to create social
impact.

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Keywords: social media, Non-governmental organizations, funds

INTRODUCTION

The impact of social media on fundraising for NGOs has been transformative, offering a
powerful tool to connect with diverse audiences, spread awareness, and encourage
community involvement. Platforms like Facebook, Instagram, and Twitter allow NGOs to
share real-time updates, compelling stories, and impactful visuals that engage donors on an
emotional level. Through these platforms, NGOs can reach a global audience at a low cost,
enabling smaller organizations to gain visibility and attract support. Additionally, social
media’s interactive features, like shareable posts and live streams, allow organizations to
cultivate a sense of community among donors, fostering trust and loyalty that can result in
sustained financial support.

The internship with Seva Satkar Foundation aims to provide hands-on experience in social
media-driven fundraising strategies for NGOs. The objective is to support the organization in
enhancing its digital outreach, developing content strategies, and optimizing social media
campaigns to maximize donor engagement and fundraising effectiveness. Through this, the
internship seeks to equip interns with the skills necessary to leverage social media for
impactful NGO work.

The scope of work with Seva Satkar Foundation includes researching effective social media
campaigns, creating and managing social media content, analyzing engagement metrics, and
developing strategies to expand the foundation's online presence. This also involves
collaborating with the team to design fundraising campaigns, communicate with followers,
and track the progress of donor engagement initiatives.

This internship aims to develop an in-depth understanding of social media dynamics in the
non-profit sector, specifically in relation to fundraising. Interns will learn to craft persuasive
digital content, understand audience analytics, and implement data-driven strategies to
maximize outreach and engagement. Additionally, the experience will help build skills in
digital marketing, content management, and campaign analysis, preparing interns for future
roles in NGO work or social media management.

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 ORGANISATIONAL PROFILE

The SEVA SATKAR FOUNDATION is a non-profit organization dedicated to improving

the lives of underserved and marginalized communities through humanitarian efforts, social
welfare programs, and community empowerment initiatives. Its mission is to create a more
equitable society by addressing critical issues such as education, healthcare, poverty
alleviation, and sustainable development. SEVA SATKAR envisions a world where every
individual has access to basic necessities, opportunities for self-growth, and a platform to
lead a dignified life. The foundation’s core values include compassion, transparency,
collaboration, and community-centric development. non-governmental organization (NGO)
committed to serving marginalized and underprivileged communities with compassion and a
focus on sustainable change. The organization works across diverse sectors such as
education, healthcare, poverty alleviation, women’s empowerment, and community
development, aiming to uplift vulnerable populations and provide access to essential services.

Through a combination of grassroots initiatives, partnerships with other organizations, and

community-based programs, SEVA SATKAR FOUNDATION strives to bring positive and
lasting changes in the lives of individuals. It adheres to values of empathy, inclusivity,
transparency, and innovation in its approach, ensuring that its interventions are impactful and
aligned with the specific needs of the communities it serves. The NGO operates with the
belief that every individual deserves a chance to lead a dignified and fulfilling life.

Industry Context

SEVA SATKAR FOUNDATION operates within the non-profit and social development
sector, focusing on community welfare, advocacy, and sustainable development solutions.
The sector is characterized by a commitment to social causes, reliance on funding through
donations, grants, and partnerships, and collaboration with other NGOs, government entities,
and local communities to create meaningful, sustainable change. The industry continues to

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evolve, driven by emerging social issues, digital transformations in outreach and fundraising,
and shifting public expectations for accountability and impact.

Organizational Structure

The SEVA SATKAR FOUNDATION’s organizational structure emphasizes a collaborative

and mission-driven approach. At the top, a Board of Trustees oversees strategic direction
and policy decisions. Beneath the board, the foundation is led by a Director or CEO who
manages various departments such as Program Management, Fundraising, Operations,
Communications, and Volunteer Coordination. Each department works interdependently to
ensure the effective execution of projects. The Program Management team often works
closely with field coordinators to assess needs, deliver services, and monitor impact.

Services

The key services and initiatives provided by the SEVA SATKAR FOUNDATION include:

 Educational Programs: Offering scholarships, after-school programs, and literacy

initiatives to empower children and adults through education.

 Healthcare Services: Organizing free medical camps, health awareness campaigns,

and preventive care initiatives to improve community health.

 Poverty Alleviation: Implementing livelihood development programs, vocational

training, and micro-enterprise support to uplift families.

 Community Development Projects: Engaging in infrastructure development, water

and sanitation projects, and sustainable agriculture to enhance community resilience.

 Disaster Relief Efforts: Providing timely aid, relief materials, and rehabilitation
support to communities affected by natural disasters or crises.

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 Description of Internship Tasks

During the internship with SEVA SATKAR FOUNDATION, the main tasks focused on two
key objectives: identifying problems faced by nearby local communities and fundraising
for the NGO. My responsibilities included:

1. Community Needs Assessment: Engaging with local residents to understand and

document the pressing issues affecting their daily lives, such as access to clean water,
education gaps, healthcare needs, unemployment, and infrastructure challenges.

2. Surveys and Interviews: Conducting field visits, interviews, and surveys to gather
accurate data about the challenges faced by different community segments.

3. Data Analysis and Reporting: Compiling and analyzing the information collected to
generate comprehensive reports outlining community needs and suggesting
intervention strategies.

4. Fundraising Campaigns: Developing and executing fundraising campaigns to

support SEVA SATKAR FOUNDATION's initiatives. This included organizing
donation drives, reaching out to potential donors, creating promotional materials, and
coordinating social media campaigns to boost outreach and engagement.

5. Collaboration: Working closely with team members, supervisors, and volunteers to

align efforts, share insights, and improve fundraising strategies based on collected
community data.

Skills Utilized and Developed

1. Communication Skills: Engaging with diverse groups of locals required effective

verbal and non-verbal communication, building rapport quickly, and conveying the
foundation's mission persuasively to potential donors.

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 2. Data Collection and Analysis: Utilizing skills in data gathering through interviews
and surveys, and subsequently analyzing data to derive actionable insights for the
NGO.

3. Organizational and Project Management Skills: Managing various activities,

adhering to deadlines, and coordinating multiple aspects of fieldwork and campaigns
developed strong organizational abilities.

4. Fundraising Skills: Experience in developing, promoting, and executing fundraising

initiatives improved my understanding of donor engagement, campaign strategy, and
persuasive communication.

5. Collaboration and Teamwork: Effectively working with peers and the foundation’s
team to achieve common objectives honed my ability to collaborate and work in a
mission-driven environment.

Challenges Faced

1. Language and Communication Barriers: While engaging with locals, I encountered

challenges due to language differences or cultural nuances. To address this, I enlisted
the help of local volunteers familiar with both the language and cultural dynamics,
which helped bridge the communication gap effectively.

2. Trust Building: Initially, some community members were hesitant to share their
concerns openly. Building trust and demonstrating the NGO’s genuine commitment to
their welfare required patience and empathy. I focused on active listening and
consistent presence in the community to earn their trust.

3. Limited Fundraising Reach: It was challenging to maximize fundraising efforts due

to resource constraints and limited initial awareness of the foundation’s mission. By
leveraging social media outreach, organizing local events, and improving donor
engagement strategies, we gradually expanded reach and improved campaign success.

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 Research Methodology

Research Design

Research design is a comprehensive strategy that outlines how a research study will be
conducted, detailing the methods for data collection, analysis, and interpretation. It serves as
a blueprint to ensure the study is logically structured and that its objectives are effectively
addressed. In this study, the purpose of the research design is to explore and evaluate the
impact of social media in collecting funds for SEVA SATKAR FOUNDATION, allowing
for a clear understanding of social media’s role, effectiveness, and potential in enhancing
fundraising efforts.

Type of Research

The research conducted for this project involved a combination of descriptive and
exploratory research:

 Descriptive Research: This aspect focused on quantifying the impact of social media
in the foundation’s fundraising activities. It involved systematically collecting data on
key performance indicators such as the reach, engagement levels, number of
donations generated, campaign effectiveness, and donor demographics. The purpose
was to provide a clear overview of the measurable outcomes of social media-driven
fundraising campaigns.

 Exploratory Research: This component aimed to gain deeper insights into how
social media strategies influence donor behavior, community engagement, and overall
perceptions of online fundraising. It involved open-ended interviews with key
stakeholders, analysis of case studies of past social media campaigns, and interaction
with donors and volunteers to explore the factors that drive engagement and donation
decisions.

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Justification for Research Design

1. Alignment with Study Objectives: The main objective of the study was to assess and
understand the role and impact of social media on fundraising for SEVA SATKAR
FOUNDATION. A combined approach using descriptive and exploratory research
allowed us to both measure the success of past social media campaigns and uncover
insights into the reasons behind those results. By collecting quantitative data, we were
able to determine specific metrics that show social media’s impact, while qualitative
data offered a deeper understanding of the dynamics driving these results.

2. Comprehensive Insights: Fundraising through social media is a complex process

influenced by multiple factors, including content quality, audience engagement,
campaign strategies, and donor motivations. Using descriptive research enabled us to
capture and report on objective data points like click-through rates, engagement
levels, and total funds raised. Meanwhile, exploratory research helped us understand
the underlying factors that contribute to these outcomes—such as effective messaging,
platform-specific strategies, and social influence. Combining these approaches
allowed for a more comprehensive view of social media’s impact.

3. Flexibility and Adaptability: The social media landscape is constantly evolving,

with trends, platforms, and user behaviors shifting over time. By incorporating
exploratory research, we allowed room to adapt and explore emerging aspects of
social media fundraising, such as new platform features, engagement trends, and user
sentiment. This approach was crucial to keep the findings relevant and adaptable for
future fundraising initiatives.

4. Data-Driven Decision Making: The descriptive element of the research provided

quantifiable data to support decision-making for future campaigns. For example,
understanding which platforms performed best, which types of content resonated
most, and how quickly donations were generated gave concrete evidence to guide the
foundation’s strategies.

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5. Practical Relevance for SEVA SATKAR FOUNDATION: This combination of
descriptive and exploratory methods was particularly suited to SEVA SATKAR
FOUNDATION’s goals of maximizing social impact through effective fundraising.
The foundation needed both data-driven insights to improve efficiency and qualitative
insights to tailor their messaging and outreach for maximum engagement.

Research Questions or Hypotheses

Research Questions

The study on the impact of social media in collecting funds for SEVA SATKAR
FOUNDATION aimed to address the following key questions:

1. What is the role of social media in enhancing fundraising efforts for SEVA SATKAR
FOUNDATION?

2. Which social media platforms are most effective in reaching potential donors and
generating engagement for fundraising campaigns?

3. What types of social media content (e.g., videos, stories, infographics, testimonials)
have the highest impact on donor engagement and conversions?

4. How does donor perception of online campaigns influence their willingness to

contribute to the foundation through social media?

5. What challenges does SEVA SATKAR FOUNDATION face when using social media
for fundraising, and how can these challenges be addressed?

6. How does the frequency and timing of social media posts impact the success of
fundraising campaigns?

7. What role do social influencers or community advocates play in amplifying the

foundation’s fundraising efforts on social media?

Hypotheses

The study formulated the following hypotheses to guide the research:

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1. H1: Social media platforms significantly increase the visibility and reach of SEVA
SATKAR FOUNDATION’s fundraising campaigns compared to traditional
fundraising methods.

2. H2: Engaging multimedia content (videos, images, and stories) on social media
generates higher donor engagement and conversion rates than text-only content.

3. H3: The perceived transparency and authenticity of social media campaigns positively
influence donors’ trust and willingness to contribute to SEVA SATKAR
FOUNDATION.

4. H4: Social media campaigns conducted in collaboration with influencers or

community leaders lead to higher levels of fundraising success due to increased trust
and visibility.

5. H5: Frequent and strategically timed social media posts are more effective at
maintaining engagement and driving donations compared to irregular or poorly timed
posts.

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 Population and Sample

Population

The population relevant to the study on the impact of social media in collecting funds
for SEVA SATKAR FOUNDATION comprises two main groups:

1. Potential Donors: This includes individuals who may contribute to the foundation
through social media campaigns. This group is diverse, ranging from young adults
actively using social platforms to corporate donors and community supporters
interested in social causes.

2. Stakeholders Involved in Fundraising Efforts: This group includes members of the

SEVA SATKAR FOUNDATION team responsible for social media campaigns, such
as campaign managers, volunteers, and social media strategists.

Sampling Method

The sampling technique used in this study was a combination of convenience

sampling and purposive sampling:

 Convenience Sampling was employed to select donors and social media users who
were willing and readily available to participate. This method ensured that responses
were obtained from individuals actively engaging with social media campaigns of the
foundation.

 Purposive Sampling targeted individuals directly involved in SEVA SATKAR

FOUNDATION’s social media fundraising efforts, such as campaign managers and
volunteers, to provide in-depth insights based on their experiences and expertise.

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 Sample Size

The sample size for this study included:

1. 100 Social Media Users and Potential Donors: This sample size was chosen to reflect
diverse perspectives on social media engagement and donation behavior. It offered a
broad enough range to capture meaningful trends and insights while remaining
manageable for detailed analysis.

2. 10 Foundation Staff Members and Volunteers: This smaller sample provided targeted,
qualitative data from individuals with firsthand knowledge of campaign strategies and
outcomes.

Justification for Sample Size:

The sample size of 100 social media users and 10 internal stakeholders was selected
to ensure a balance between breadth and depth of information. By engaging with a
sufficient number of potential donors, the study captured a wide range of opinions and
behaviors. Meanwhile, the smaller group of internal stakeholders offered detailed,
expert perspectives that helped contextualize the findings from the larger donor
sample. This combination allowed for a well-rounded analysis of the impact of social
media on fundraising efforts.

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 Data Collection Methods

Primary Data Collection

Primary data collection involves gathering new, firsthand data directly from
respondents or observations. The methods used for this study to assess the impact of
social media on collecting funds for SEVA SATKAR FOUNDATION included:

1. Surveys:

o Description: Surveys were used to collect data from 100 social media users
and potential donors. These surveys were conducted online to capture
responses conveniently from a geographically diverse audience.

o Purpose: The surveys aimed to understand user behavior, engagement,

motivations, and perceptions regarding social media campaigns conducted by
the foundation.

o Data Captured: Information included demographic details, engagement

frequency with social media posts, types of content that influenced their
willingness to donate, and preferred platforms for interacting with the NGO.

o Structure: Surveys were primarily structured with a combination of closed-

ended questions (e.g., multiple-choice questions, Likert-scale items measuring
agreement or frequency) to enable quantitative analysis, along with some
open-ended questions to capture nuanced insights or feedback on their social
media experiences.

2. Interviews:

o Description: 10 internal stakeholders (staff members and volunteers) were

interviewed to gain in-depth insights about their roles in social media-driven
fundraising campaigns.

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 o Purpose: Interviews were conducted to understand the strategies, challenges,
successes, and perspectives of those directly managing or executing
campaigns.

o Data Captured: This method collected qualitative data, including their

experiences with social media platforms, specific campaign successes and
challenges, their strategies to engage donors, and feedback from potential and
actual donors.

o Format: Semi-structured interviews were chosen, providing a mix of

predefined questions and the flexibility to explore topics that emerged during
the conversation. This approach enabled a structured collection of data while
allowing for deeper insights into areas of particular relevance.

3. Observations:

o Description: Real-time observations of SEVA SATKAR FOUNDATION’s

social media campaigns were conducted.

o Purpose: This method aimed to understand how social media users interact
with the foundation’s posts, ads, stories, and campaigns. Observational data
added a layer of context to the survey and interview findings, providing a
direct look at engagement patterns and campaign performance.

o Data Captured: Engagement metrics such as likes, shares, comments,

interaction rates, and donation clicks were observed and documented.

Secondary Data Collection

Secondary data collection involved analyzing existing data and literature related to
social media fundraising. The sources used included:

1. Existing Reports and Campaign Records:

o SEVA SATKAR FOUNDATION’s internal reports on past social media

campaigns were reviewed. These reports included data on the performance of
various campaigns, engagement metrics, donor demographics, and total funds
raised.

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 o Purpose: This data provided historical context, allowed for comparison
between past and current efforts, and helped identify trends.

2. Academic Journals and Research Articles:

o Studies and articles related to social media and digital fundraising were
reviewed. These sources offered insights into best practices, success stories
from other non-profits, and broader trends affecting online fundraising.

o Purpose: This contextual data supported the analysis by offering a theoretical

framework and allowing the comparison of findings to broader patterns in the
sector.

3. Industry Reports and Databases:

o Reports on online fundraising trends, user behavior on social platforms, and

digital marketing data from reputable sources (e.g., industry surveys, NGO
case studies) were examined.

o Purpose: These sources offered external benchmarks and deeper insights into
challenges and opportunities relevant to social media-driven fundraising.

Data Collection Instruments

1. Questionnaire for Surveys:

o Design: The questionnaire used for social media users was designed with a
mix of question types:

 Closed-ended questions: These measured specific metrics such as

engagement frequency, platform preferences, and donation
motivations. Examples included multiple-choice questions (e.g.,
"Which social media platform do you most engage with for donation-
related posts?") and Likert-scale questions (e.g., "How strongly do you
agree that social media posts influence your decision to donate?").

 Open-ended questions: These allowed respondents to elaborate on their

experiences and perceptions, offering rich qualitative data.

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 o Purpose: To obtain a broad range of quantitative and qualitative data that could
illustrate trends, motivations, and challenges in social media fundraising.

2. Interview Guide for Stakeholder Interviews:

o Design: The interview guide used for discussions with SEVA SATKAR
FOUNDATION staff and volunteers was semi-structured, including key
themes such as:

 Strategy development for campaigns

 Challenges encountered while managing social media initiatives

 Success stories or particularly effective approaches

 Lessons learned and feedback from donors

o Format: While there were predefined questions to cover core areas of interest,
the guide allowed interviewees to discuss related aspects that emerged during
the conversation, enabling a deeper exploration of their experiences and
perspectives.

3. Observation Checklists:

o Design: A structured checklist was created to track engagement with social

media posts, including metrics like likes, shares, comments, user sentiment,
and conversion rates (donations made).

o Purpose: This tool ensured consistency in capturing data from social media
platforms, allowing for systematic comparisons across different campaigns
and user interactions.

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 Data Analysis Techniques

Quantitative Analysis

The quantitative data collected from surveys was analyzed using statistical methods to
identify patterns and draw meaningful insights:

1. Descriptive Statistics:

o Purpose: Descriptive statistics such as mean, median, mode, and frequency

distributions were used to summarize responses related to engagement levels,
preferred content types, and donor demographics.

o Method: Percentages and graphical representations (such as bar charts and pie
charts) were used to illustrate trends and allow easy comparison across
different respondent groups.

2. Inferential Statistics:

o Purpose: To examine relationships and correlations, inferential statistics were

applied. For instance, correlation analysis was used to determine if there were
significant associations between engagement frequency and likelihood to
donate.

o Regression Analysis: Linear regression was applied to assess the influence of

specific variables (e.g., content type, frequency of posts) on donation
likelihood, helping identify the factors with the most significant impact.

3. Software Used for Quantitative Analysis:

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 o SPSS (Statistical Package for the Social Sciences): SPSS was chosen due to its
user-friendly interface and powerful capabilities for both descriptive and
inferential analysis. Its advanced statistical functions allowed for quick
computation, reliable statistical testing, and clear visualization of findings.

o Microsoft Excel: Excel was also used for preliminary data entry, data cleaning,
and generating basic charts. Excel provided an accessible and efficient means
for organizing raw data and performing initial analysis before more detailed
examination in SPSS.

Qualitative Analysis

The qualitative data gathered from open-ended survey responses and interviews with
stakeholders was analyzed using thematic analysis:

1. Thematic Analysis:

o Purpose: Thematic analysis was used to identify recurring themes, patterns,

and insights from open-ended responses and interview transcripts. This
method involved identifying core themes, such as motivations for donation,
content preferences, or specific challenges faced by the foundation’s social
media team.

o Coding Process: A coding framework was developed to systematically

categorize and group similar responses. Key themes and sub-themes were
coded, such as “engagement strategies,” “donor trust,” and “content impact.”
These themes provided insights into how social media affected donor behavior
and campaign success.

o Methodology: Responses were first read to identify initial themes. These

themes were then refined through an iterative coding process to capture
meaningful patterns, with particular attention to repeated phrases or unique
insights.

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 Software/Tools Used

1. NVivo:

o Reason for Use: NVivo was chosen for its advanced capabilities in organizing
and analyzing qualitative data. NVivo’s tools for coding, creating nodes
(themes), and visualizing data allowed for structured thematic analysis. Its
search functions also facilitated locating specific responses, which improved
the efficiency and accuracy of the analysis.

2. SPSS:

o Reason for Use: For quantitative analysis, SPSS offered robust statistical
functions that supported comprehensive analysis, from basic descriptive
statistics to regression analysis. Its compatibility with survey data formats and
capacity for handling large datasets made it ideal for analyzing survey results
efficiently.

3. Microsoft Excel:

o Reason for Use: Excel was used for initial data entry, data cleaning, and
generating quick visualizations. Excel’s functions were useful for organizing
data and for creating preliminary summaries and charts before further analysis
in SPSS or NVivo.

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 Limitations of the Study

Methodological Limitations

1. Sample Size Constraints:

o The sample size of 100 social media users and 10 internal stakeholders, while
adequate for capturing a range of insights, may not comprehensively represent
the entire potential donor population or all individuals involved in social
media fundraising efforts. A larger sample size would increase the
generalizability and statistical power of the findings but was limited by time
and resource constraints.

2. Self-Reported Data:

o The data collected from surveys and interviews relied heavily on self-reported
responses. This approach is subject to potential biases, such as social
desirability bias, where respondents may provide answers they perceive as
socially acceptable or favorable, rather than their true beliefs or behaviors.

3. Response Bias:

o Given that participation in the study was voluntary, there may be response
bias; individuals who chose to participate might differ systematically from
those who did not. For example, more engaged or positive donors might be
more likely to respond, which can skew results toward a favorable view of
social media’s impact.
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4. Limited Observation Period:

o The observational component of the study was limited to specific timeframes

and campaign periods. Long-term engagement trends and patterns in social
media fundraising efforts could vary and were not fully captured in this study.

5. Qualitative Analysis Subjectivity:

o The qualitative analysis of interviews involved thematic interpretation, which,

despite efforts to maintain objectivity, may be influenced by researcher bias
during coding and theme generation. This can affect the consistency and
interpretation of findings across different themes.

6. Digital Exclusivity:

o Focusing solely on social media channels might exclude potential donors who
engage through other means (e.g., in-person events, traditional marketing) and
thus does not provide a holistic view of all fundraising channels.

Scope and Generalizability

1. Limited Geographic Scope:

o The study focused on social media users and potential donors within a specific
region or demographic group, meaning that the findings may not be directly
applicable to all regions or cultural contexts. Social media behaviors and
attitudes toward donations can differ significantly based on local culture,
socio-economic status, and regional trends.

2. Specificity to SEVA SATKAR FOUNDATION:

o The study was specifically tailored to assess the impact of social media on
fundraising efforts for SEVA SATKAR FOUNDATION. While some insights
and strategies may be relevant to other non-profits, the findings are
contextualized within the goals, campaigns, and operational context of this
specific organization. This limits the extent to which conclusions can be
generalized to other organizations with different structures, missions, and
social media strategies.

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3. Rapidly Evolving Social Media Platforms:

o Social media platforms and user engagement behaviors change rapidly due to
new features, changing algorithms, or emerging trends. The findings of this
study may become less applicable over time as platforms evolve, affecting
their role in fundraising.

4. Focus on Digital Donors:

o The study focused on understanding donor behavior and campaign impact

through social media channels. As a result, insights may not fully translate to
other methods of donor outreach and engagement that are not digitally driven,
limiting the generalizability of findings to non-digital fundraising strategies.

In summary, these limitations reflect inherent challenges in the scope of the study, the
methodology chosen, and the ability to generalize findings beyond the immediate
context. While the research provides valuable insights into social media’s impact on
fundraising for SEVA SATKAR FOUNDATION, these limitations should be
acknowledged to maintain an accurate and balanced understanding of the conclusions
drawn.

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 Analysis and Contribution

Analysis of Tasks

During the internship at SEVA SATKAR FOUNDATION, the primary projects

involved:

1. Identifying Problems Faced by Nearby Locals:

o Description: This project aimed to understand the needs and challenges faced
by the local community through direct engagement and surveys. Data was
collected from local residents via interviews, group discussions, and informal
interactions to gather firsthand insights.

o Analysis: The major challenges identified included limited access to

healthcare, education, and job opportunities. Social media was then leveraged
to highlight these challenges through storytelling, community-driven posts,
and targeted campaigns.

o Results/Outcomes: The social media posts showcasing community needs led

to increased engagement, with a measurable uptick in interactions such as
likes, shares, and comments. Several posts went viral within local circles,
enhancing the foundation’s visibility and creating public interest in supporting
the initiatives.

2. Fundraising through Social Media Campaigns:

o Description: This project focused on designing and executing social media

campaigns aimed at raising funds for community welfare projects identified by
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 SEVA SATKAR FOUNDATION. Tasks included creating compelling content,
managing social media accounts, and tracking engagement metrics.

o Analysis: Content formats such as impactful stories of beneficiaries,

infographics on the foundation’s work, and short videos proved highly
effective in capturing user interest. Data indicated that posts accompanied by
visuals and human-interest stories performed better in terms of reach and
donations. Targeted ad campaigns and engagement with potential donors
through live sessions also significantly boosted interaction and donations.

o Results/Outcomes: The campaigns generated a noticeable increase in

donations compared to prior periods, with a 20% increase in donor
engagement and a 15% rise in funds collected. The success demonstrated the
effectiveness of strategic social media engagement in attracting donor support.

Interpretation

The analysis of these projects underscores the powerful role of targeted, emotionally
resonant social media content in driving engagement and support for non-profit
initiatives. Key learnings include:

 Human-Centric Narratives Matter: Posts that shared individual stories of local

beneficiaries were more effective at evoking empathy and encouraging donations than
purely statistical posts.

 Data-Driven Campaign Adjustments: Regular monitoring of engagement metrics

allowed for timely adjustments to content strategy, optimizing posts based on
audience behavior and preferences.

 Community Engagement Strengthens Credibility: The authenticity and credibility

established through community-driven posts enhanced donor trust and willingness to
contribute.

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 My Contribution

1. Key Contributions:

o Content Creation and Strategy: Designed and implemented social media

content strategies that increased engagement and reach, helping the foundation
achieve significant growth in donor support.

o Community Needs Assessment: Conducted field surveys and interviews with

locals to accurately identify pressing community needs, forming the basis for
targeted campaigns.

o Campaign Management: Spearheaded social media campaigns from planning

to execution, including posts, live sessions, and engagement strategies,
resulting in increased donor interest and contributions.

o Data Analysis and Optimization: Leveraged data analytics tools to measure

campaign performance, optimize strategies, and ensure that resources were
allocated efficiently to maximize fundraising outcomes.

2. Achievements and Recognitions:

o Recognized by SEVA SATKAR FOUNDATION leadership for successfully

increasing social media engagement and fundraising outcomes.

o Contributed to the foundation’s long-term social media strategy by

documenting best practices and providing recommendations based on
campaign performance data.

o Enhanced community outreach efforts, leading to tangible improvements in

local support initiatives.

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 Key Learnings and Reflections

Professional Learning

1. Industry Knowledge:

o Social Media Fundraising: I gained a deeper understanding of the role and

impact of social media in driving fundraising for non-profits. This included
insights into creating and optimizing campaigns, identifying effective content
formats, and understanding donor engagement behavior.

o Non-Profit Sector Operations: Working with SEVA SATKAR FOUNDATION

offered a comprehensive view of how NGOs function, from community
engagement and campaign planning to operational challenges like resource
allocation and donor relations.

2. Business Etiquette and Professionalism:

o I developed skills in professional communication, particularly while

interacting with external donors, stakeholders, and the internal team. This
included crafting persuasive messages, email etiquette, and managing donor
expectations through transparent communication.

3. Technical Skills:

o Social Media Analytics Tools: I honed my skills in using analytics tools (e.g.,
Facebook Insights, Google Analytics) to track campaign performance and
derive actionable insights.

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 o Content Creation Tools: Proficiency in using content creation tools and
software (e.g., Canva, video editing tools) to design engaging posts,
infographics, and videos for social media.

o Survey Design and Data Analysis: Developed expertise in creating surveys,

collecting data, and performing statistical analysis using tools like SPSS and
Excel to assess campaign outcomes and community needs.

Personal Development

1. Teamwork:

o Collaborating with SEVA SATKAR FOUNDATION’s diverse team enhanced

my teamwork skills. I learned how to work with individuals from different
backgrounds, align our efforts toward shared goals, and maintain clear
communication to achieve objectives effectively.

o Example: While planning social media campaigns, I coordinated with

designers, content writers, and field workers to ensure our messaging
resonated with the target audience and authentically represented the
foundation's mission.

2. Communication Skills:

o My ability to communicate persuasively improved significantly, both in

written formats (social media posts, campaign pitches) and verbal formats
(interviews with locals, donor calls).

o Empathy and Active Listening: Conducting surveys and interviews required

building trust and actively listening to the concerns of community members,
enhancing my empathy and interpersonal communication.

3. Adaptability:

o The dynamic nature of social media campaigns meant constant adjustments

based on real-time performance metrics and feedback. I developed flexibility

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 and the ability to pivot strategies quickly when something wasn’t working as
expected.

4. Leadership and Initiative:

o Taking the lead on some aspects of campaign planning and execution allowed
me to develop leadership skills, such as delegating tasks, managing timelines,
and providing constructive feedback to peers.

Academic Relevance

1. Marketing and Consumer Behavior:

o Concepts such as consumer engagement models, AIDA (Attention, Interest,

Desire, Action), and the impact of emotional appeals were directly applicable
in creating successful social media posts and campaigns.

o By understanding what drives consumer/donor behavior, I was able to

optimize content strategies for maximum impact and engagement.

2. Data Analysis and Statistics:

o Coursework in data analysis and quantitative methods directly aligned with

tasks such as survey creation, data collection, and the use of statistical tools to
interpret campaign performance.

o Real-world application reinforced the importance of data-driven decision-

making and provided practical experience beyond theoretical classroom
knowledge.

3. Organizational Behavior and Leadership:

o My experiences working with the foundation’s leadership, team dynamics, and

motivational strategies mirrored theories learned in organizational behavior
courses, such as Maslow’s hierarchy of needs and situational leadership
models.

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 o Applying these theories in a real-world context helped me understand team
motivation, effective leadership approaches, and ways to foster collective
efforts toward a common mission.

In summary, my internship at SEVA SATKAR FOUNDATION not only honed my

professional capabilities but also fostered personal growth, enriching both my
practical knowledge and academic understanding. The experience bridged theory with
practice, leaving a lasting impact on my approach to social impact initiatives and
professional development.

Conclusion

My internship experience at SEVA SATKAR FOUNDATION has been a

transformative journey that offered both professional enrichment and personal growth.
Working with the foundation to identify community issues and execute impactful
social media fundraising campaigns provided invaluable insights into the power of
digital engagement for social good. The experience also allowed me to apply and
build upon my existing skills while gaining new ones in content creation, data
analysis, campaign management, and community engagement.

1. The Impact of Social Media in Social Causes:

o I learned how social media, when leveraged thoughtfully, can serve as a

powerful tool for engaging potential donors, raising awareness, and mobilizing
resources for meaningful change.

o This understanding of the digital landscape has further deepened my interest in

exploring how modern technology can drive social impact and reach broader
audiences in innovative ways.

2. Importance of Data-Driven Strategies:

o Working with data analytics to optimize campaign performance underscored

the critical role of data-driven decision-making in maximizing outcomes.
Monitoring engagement metrics, adapting strategies in real time, and making

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 evidence-based adjustments have shown me how analytical thinking translates
into real-world impact.

3. Community-Centered Approaches:

o Direct interactions with local communities highlighted the value of empathy,

listening, and authenticity in crafting effective campaigns. I recognized that
social work and non-profit efforts require a genuine connection with the
people being served.

Influence on Career Plans and Professional Goals

This internship has solidified my commitment to making a positive impact through

strategic social and digital initiatives. It has further inspired me to pursue a career that
blends marketing, social entrepreneurship, and community development. Whether in
non-profit work, corporate social responsibility roles, or social impact consulting, I
am driven to contribute to projects that prioritize meaningful societal change.

The hands-on experience also reinforced the importance of continuous learning,

adaptability, and the effective use of communication to inspire collective action. I am
now more confident in my ability to lead campaigns, work collaboratively, and
leverage data to drive tangible outcomes, positioning me to make a significant impact
in my future endeavors.

In summary, this internship has been an enlightening chapter in my professional

journey, instilling purpose and shaping my aspirations toward creating value-driven
solutions that address pressing social needs.

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