A PROJECT REPORT ON

The social engagement internship

at

Submitted in Partial Fulfillment of the Requirements

for the Degree of

MASTER OF BUSINESS ADMINISTRATION

By

Swagata Mitra Majumdar (D038)

Abhiroop Mukherjee (G042)

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Table of Content

About the Internship Organization

Social issues handled by the organization

About the project(s) handled by the student

Project Methodology
Marketing pitch

Womens Day event

Womens Day event

12

Website development

12

Designing New Logo for SUKRUPA

14

Newsletter subscribers

14

Future interns

14

Project deliverables

14

Challenges faced

15

Agenda for future

15

Conclusion

16

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About the Internship Organization

SUKRUPA is a 15 year old registered Non-Profit Charitable Organization which is

involved in the education of underprivileged children. Most of the children at SUKRUPA
are first generation students born to young parents who are unskilled labourers who
migrate from rural poverty to cities in search of livelihood and settle in slums.
SUKRUPAs Mission is to provide high quality primary and secondary education to
underprivileged children and young adults, giving them the resources to break the cycle of
poverty and create a stable, sustainable future. The core foundation of the school is an
equal balance of academics, creativity and sports in a friendly and happy environment.
SUKRUPA believes in the values Be Honest, Work Hard, Have Gratitude and Stay
Humble.
Krupalatha Martin Dass is the Founder, Executive Director, SUKRUPA. Krupa has been a
successful entrepreneur for over two decades. Out of a passion to create dreams and
opportunities for underprivileged children, Krupa ended her lucrative career in the United
States after a four-week vacation to India during summer of 2002 to setup the non-profit
organization that has grown into a SUKRUPA.
Smt. Sugunamani Martin Dass is the cofounder of SUKRUPA. Smt. Suguna has over 40
years of teaching experience.. Her passion and commitment to provide a strong foundation
for the beginners made her very popular teacher in the entire neighbourhood. As much as
she was committed to educate the young children, Smt. Suguna also helped the needy and
the battered women in the community to get jobs and to be independent. Her daughter
Krupa inspired by her mother with the desire to help the underprivileged children and
women made a career change by moving from the US in 2002 to set up SUKRUPA along
with her mother Suguna.

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Social issues handled by the organization

Most of the children at SUKRUPA are first generation students born to young parents who
are unskilled labourers who migrate from rural poverty to cities in search of livelihood and
settle in slums. As they struggle for basic survival, education is not a priority. Even if the
child is sent to school, it is very likely majority of the drop out when they are teenagers.
This results on girls becoming young mothers at 13 or 14 and boys a burden on familys
meagre income. This prevents these families to break free of this cycle of child labour and
lifelong poverty.
SKRUPA aims at providing the trigger that will help these families to break free of the
cycle and secure their future. The Students at SUKRUPA are the first generation learners,
who are being provided with high quality education, nutritious food and basic health care
to the students. SUKRUPAs education centre provide education from class 1 st to 10th
standard to around 450 students. The integrated curriculum at SUKRUPA is distinguished
particularly by its emphasis on a balanced education of arts, social values and right attitude
in addition to academics. This produces young adults who are globally aware, fiscally
independent and personally responsible.
SUKRUPA is also tackling the issues by various training initiatives for young adults.
Youth Training Program is a 5 year curriculum in personal life skills, social skills,
leadership as well as academics studied through distance learning. They also created the
social enterprise SUKRUPA Creations, which trains and provides dignified employment to
the childrens parents.

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About the project(s) handled by the student

The whole of social engagement internship was divided into many sub projects. The major
project was to design a marketing plan to pitch SUKRUPAs cause to companies in order
to tie up with their CSR along with corporates on individual basis. The following are the
projects and activities we handled,

Approaching companies for CSR tie-ups and monthly donations by individuals:

Designing a ready to go market plan for SUKRUPA, piloting the plan to the first set of
companies, to be carried forward ahead.
Womens day event planning: Discussing the event requisites, and planning the way
for the next step.
Designing a womens day event flyer: Designing of the events flyer, to be used for
marketing tie-ups, promotion and invitation.
Creating an invite for the guests, hotels: A one page invitation to be sent for panel
invitees, explaining the event, its propose and informing about the organisation.
Approaching Media like Radio/Blogs for partnership for the event: Tie-ups for
promotion of the event, by pre and post event cover.
Social Media Promotions: Increase the Facebook page fan following and posting new
events and updates.
SUKRUPA Website Makeover: Design a new dynamic website on wordpress, to
replace the existing website.
Designing New Logo for SUKRUPA: To integrate the values of SUKRUPA in their
new logo.
Collating emails for subscribers list: Trim the existing subscriber list and updating it
with new email ids.
Creating a presentation for hiring interns for the future: Made a presentation for
SUKRUPA to hire next set of interns to carry the work forward.

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PROJECT METHODOLOGY
Marketing pitch
The first part of our project involved creating a marketing plan for the organisation. The
first step in any proactive marketing plan is to assess the current state of marketing at our
organization.
The process would involve:

We planned to uncover whats actually occurring or not occurring at our NGO, to

carryout an As Is To Be Analysis of the plan.
Defining the Beneficiaries - by interacting with the underprivileged students who
study at SUKRUPA. Understand their dreams and constraints and how SUKRUPA
fulfils the gap between the two. Understand their daily schedule and the various
activities, academic and non-academic, that they engage in.
Talk to the teachers and volunteers about why they chose to be at SUKRUPA and their
journey in this beautiful organisation.
Visit the community and get a feel of what the organisation is all about so we get an
idea of what are the key focus areas of our marketing pitch.
Talk to the students who have passed out of this organisation and learn their success
stories.
Determine their USP - Based on the knowledge we gain from interactions with every
aspect of the organisation we develop a unique selling point which we put forward
while approaching potential donors.
We make a list of all the impacts that this organisation has on the lives of more
than 400 students and how it will help shape their lives.
Starting from the mission of the organisation to help deprived children and young
adults escape a background of poverty, slum life, illiteracy, and ignorance thereby
creating opportunities for their integration into mainstream society to the success
stories that this organisation has had.

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Fig 1: The core communication identification diagram

We created a list of target audience and potential donors and their desired action which
would lead to raising of funds,
Target Audience

Desired action

Companies

Inclusion in their CSR initiatives

(promotion by pre-linked organisation)

Employees
Colleges
One time volunteers
Organisations like
Classmate

Monthly donations, sponsor a child

Social cells to organise events which could lead to
raising of money
To make them long term volunteers
Per unit donations

We aimed to have a holistic implementation of our plan through online and offline
methods and implement an integrated marketing communication for the organisation.
Online
Website
Social media
(Facebook, YouTube, Twitter)
Paid advertising
(Banner ads, Google AdWords)

Offline
Direct Mail
Printed collateral
(brochure, annual reports)

Public relations placement on

websites/blogs

Paid Advertisement
(outdoor, print)

Newsletter

Public relations placements

(radio, TV, newspapers,
magazines)

Special events page

Online donation Page
Email outreach
(e-newsletter, advocacy alerts, fundraising
appeals)

This was the Marketing Plan we presented to the organisation.

Next part of the project was the Marketing Pitch we would send to the companies after we
called them for associating with SUKRUPA. The Mail sent to companies was as follows:
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Fig 2: Pitch mail content

An e-pamphlet was created, which was to be sent along with the mail for concise and
better communication for a busy employee to quickly get a glance of our proposal. This
was attached as an inline image in the above mail.

Fig 3: The e-pamphlet.

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Next we started calling companies in Manyata Tech Park and other companies in vicinity
and asked them to collaborate with us for their CSR activities
These were the responses from the companies approached,

Some other companies approached were,

Microsoft
Aditi Technologies
Alcatel-Lucent
Andritz AG
ANZ
Cerner

Concentrix
Colt Technologies
Fidelity
Indegene Lifesystems
Jurimatrix
Nuance Communications

Cognizant

Monsanto Holdings

NetScout Systems
Nokia Networks
Nvidia
Philips
The Executive Centre
i4 Global Information
Technologies Ltd
Ozone

Womens Day event

We were involved in Womens Day Event planning, where we discussed the various guests
to invite, the hotels to approach and the media elements like Newspapers, Radios, Blogs
for marketing tie-ups.
An one page invite was created to pitch the event for the sponsoring of the event which is
as follows,

Samathva-Parity for All

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Date: 4th March 2016 Timings: 3.30 to

5.30pm
It is our honour to invite you for the celebration of International Womens
Day 2016, Samathva - Parity for all. Team SUKRUPA wishes to recognize
and facilitate women achievers across various fields and host a panel
discussion on Future of Education - Parity for All.
SUKRUPA is a 15 year old registered Non for Profit Charitable Organization
providing high quality education for the underprivileged children from the
slums of Bangalore. Most of the children are first generation students born to
young parents who are unskilled laborers who migrate from rural poverty to
cities in search of livelihood and settle in slums.
Part of the community development initiative to create holistic development
among the families, SUKRUPA conducts advocacy, empowerment, life skill
and livelihood programs for women and young adults.
Ms. Krupalatha Martin Dass, is the Founder | Executive Director, SUKRUPA.
Krupa has been a successful entrepreneur for over two decades. Out of
passion to fulfil dreams and opportunities for underprivileged children, Krupa
ended her lucrative career in the United States after a four-week vacation to
India during summer of 2002 to setup the non-profit organization SUKRUPA
along with her mother Smt. Sugunamani.
Smt.Suguna has over 40 years of teaching experience. Her passion and
commitment to provide a strong foundation for the beginners made her very
popular teacher in the entire neighborhood. She also helped the needy and the
battered women in the community to be independent.
The event aims to spread the importance of valuing everyones contribution
equally and how education has a crucial role to play in the holistic
development of each individual in the global scenario.
We are in dialogue with pioneers like Dr.Kamini Rao, Ms.Ankita Vashishta,
Ms. Akkai, Ms. Rohini Sepat, Ms. Vasanthi Hariprakash, Ms. Jahnavi Baruva
to name a few.
We are pleased to mention that Indo American Chamber of Commerce
has consented to partner with SUKRUPA for the event.
We are in conversation with ITC, Taj Vivanta, The Park and Shangri-La
for the the venue collaboration.
We are approaching Times of India, Deccan Chronicle, Bangalore
Mirror and Deccan Herald for media partnership.
We invite YourStory to join us for the event and feature us in your blog.
Come Join Us and make this event a Memorable one!
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We also created a flyer for the event for promotions,

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Fig 4: The final flyer for the event designed on Adobe Photoshop
We approached newspapers like Deccan Chronicle, Times of India; Blogs like YourStory,
Polka Caf and Radios like Radio Mirchi, Red FM etc., for Media Partnership.

Social Media promotions

Next was the Social Media Promotions. We invited people to like the page and posted
about the new movie on SUKRUPA featuring the Upcoming actress Vaishali Deepak. We
also tried to merge the two existing pages of SUKRUPA into one.

Website development
Next we worked on the website makeover of SUKRUPA. The current website is on
WordPress 2010 and we aimed to make it more eye catching and interacting so we are
currently working on the same featuring the content under the following headers,

o
o
o
o

o
o
o
o
o

o
o
o
o

o
o
o

Home Page
Who we are
What we do
Supporting SUKRUPA
Subscribe to Mailing List
About Us
History
Vision and Mission
People
Campaigns
Partnerships
Our Programs
Academics
Sports
Creativity
Life Skills
Photos and Media
Gallery
Youtube Videos
Movie
Sponsor a Child
Donate
One Time
Monthly
CSR Tie Ups
Volunteer Details
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o
o
o

o
o
o
o

Be a SUKRUPA Volunteer
Internships
Testimonials
Contact Us
Address
Phone Number
Email
Facebook
The new website is more updated, easy to navigate and presents the causes more
effectively to the visitors. The new website required new and more updated content, which
were to be created by the SUKRUPA. A new creativity corner was added, where the talents
and skills of the students would be added, like, poems, paintings, singing and music. The
causes corner would now portray individual activity related causes for donation, which
would help in funding these activities.
The draft of the website which was started and currently under development is as follows,

Fig 5: The home page of the new website made on Word press

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Fig 6: About us page of the website made on Word press

Designing New Logo for SUKRUPA

We were also helped to design a new logo draft for SUKRUPA which had to combine its
four values in it. Here are the logos designed for the same,

Fig 7: New logos for SUKRUPA designed on adobe illustrator

Subscribers list
One of the subproject was to organise the subscribers list. A regular newsletter was to be
sent to all the subscribers. Mailchimp was used for the newsletter activity, and its analytics
will help in tracking the success of the newsletter. This will help in further refining the
subscribers list.

Future interns
For the years to come, it was decided SUKRUPA would require interns and volunteers for
such projects and activities. The options suitable for SUKRUPA were through internships,
social engagement volunteers, corporate projects and competitions from various collages
in Bangalore. A presentation was created for hiring interns for SUKRUPA.

Project Deliverables
We created a Marketing Plan which was approved by the mentor,
We finished the first round of communications with companies for CSR/monthly
donor scheme,
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We also created the organisation e-brochure and event flyer which was approved
by the mentor,
We created a backbone for the new website for SUKRUPA on WordPress,
We compiled and organised the mailing list of subscribers for SUKRUPA on
MailChimp.

Challenges faced
The time duration of the internship is too short for us to follow up with the
company for further round of communication,
Some projects required a know how of certain soft wares, which were to be learnt
and then used,
The project required a different and first time experience of creating a ready to go
marketing plan for a live cause, we had to work on some wider and in depth
aspects of the plan,
Pitching to companies and getting the contact and email ids of the HR or CSR
manager was tough at start, as organisations try not to connect random calls to
employees.

Agenda for future

Hosting of Ngo Melas /Fairs,

Partnership with companies like Classmate/ Bata / FirstCry for per product
donations,

Approach colleges to come interact / appoint volunteers / send teachers to

SUKRUPA,

Create an elevator pitch for concise and appropriate pitching,

Creation of a database of kids with dreams / hobbies / ambitions that a donor can
relate to,

Live Chat option on website,

Blogs, stories, poems created by a student for better talent showcasing,

Campaigns/Marathons in association with colleges,

E-certificate to donors and appreciation mail,

Retweets / Reposts by donors / Big partners like ING who have wider reach,
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Dare2Compete Site for competitions which can increase exposure to the

organisation and likes on Fb,

Case Studies, Quizzes in association with cells (entrepreneurship, social cells) on

various real time problems,

Corporate Projects for small periods(1-3 months) for specific projects which can
be sent to colleges and also can be put up on Internshala, Oyster.com,

Structured internships for MBA, BBA Students for specific high stake activities.

Conclusion
The whole tenure of the stint was a joyful learning experience. The projects handled were
were specific to our future field of study at NMIMS, Mumbai. This helped us in a great
way to hone our theoretical knowledge and apply them in real time scenarios. There were
many skill developments like, better crisp and short communication usage, pitching the
right thing to the right audience at the right time, different modes of engaging the
audience, that is we learnt and tried to implement the whole of Integrated marketing
Communication. There were knowledge gained in new software experience, such skills
will help us in our future when we start working for organisations.
The connection with the students motivated us to work for the projects with the highest of
our abilities, and thus provide something which is of value and can be carried forward. We
would like to thank SUKRUPA for providing us with such an opportunity.

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