GNVS Institute of Management
GTB Nagar, Sion-Koliwada(E), Mumbai-37
General Management Project on
A successful crowdfunding campaign for differently able community with
reference to Ratna Nidhi Charitable Trust
Submitted in partial fulfilment for the award of the degree of
Master of Management Studies (MMS)
(Under University of Mumbai)
Submitted By
Rutugandha Sunil Nagare
Roll No: 2021053
Under The Guidance of
Dr Usha Kumar
MMS 2021-23
GNVS Institute of Management
Specialization: Marketing
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GNVS Institute of Management
GTB Nagar, Sion-Koliwada(E), Mumbai-37
CERTIFICATE
This is to certify that project titled “A successful crowdfunding campaign for differently
able community with reference to Ratna Nidhi Charitable Trust” is successfully
completed by Ms. Rutugandha Sunil Nagare during the IV Semester, in partial fulfilment
of the Master's Degree in Management Studies recognized by the University of Mumbai for
the academic year 2021-23 through GNVS Institute of Management. This project work is
original and not submitted earlier for the award of any degree / diploma or associateship of
any other University / Institution.
Name: Rutugandha Sunil Nagare
Date: ______________________
Signature of the Guide Signature of the Director
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GNVS Institute of Management
GTB Nagar, Sion-Koliwada(E), Mumbai-37
DECLARATION
I hereby declare that this Project Report is submitted by me to the GNVS Institute of
Management (Affiliated to University of Mumbai), is a bonafide work undertaken by me
and it is not submitted to any other University or Institution for the award of any degree
diploma / certificate or published any time before.
Name: Rutugandha Nagare
Roll No: 2021053 Signature of the student
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Table of Contents
1 Introduction
1.1 Crowdfunding...............................................................................................................5
1.2 Ratna Nidhi Charitable Trust........................................................................................6
1.3 Fundraising Platform....................................................................................................7
2 Review of Literature...........................................................................................................9
3 Methodology.....................................................................................................................12
4 Data Analysis....................................................................................................................13
5 Recommendation .............................................................................................................15
6 Conclusion........................................................................................................................16
7 References
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Chapter 1
INTRODUCTION
1.1 Crowdfunding
Crowdfunding is the practise of financing a project or endeavour by obtaining modest
financial contributions from a large number of individuals, generally online. In recent years,
this kind of financing has grown in popularity, especially for artistic endeavours, new
businesses, and charitable organisations. Crowdfunding has made it feasible for people and
organisations to receive funding that would not be accessible through conventional financing
channels by harnessing the strength of social networks and online communities.
Crowdfunding has grown in popularity as a funding option for NGOs (Non-Governmental
Organisations) since it allows them to raise funds from a huge number of people. Here are
some pointers for planning a successful NGO crowdfunding campaign:
1. Identify target audience: Prior to commencing campaign, determine target audience
and customise message accordingly. Make sure campaign is appealing to potential
donors.
2. Tell an engaging story: Write a story that motivates people to support the cause. To
demonstrate the impact of work, use graphics, films, and personal tales.
3. Set a realistic fundraising goal: Set a realistic fundraising goal and break it down into
smaller, more manageable milestones. This will help in tracking progress and
motivating donors.
4. Use social media to promote campaign: Spread the word about campaign by using
social media platforms such as Facebook, Twitter, and Instagram. Make use of
hashtags, tag influencers and partners, and interact with your audience.
5. Demonstrate transparency: Be open and honest with contributors about how their
money will be spent. Share campaign progress updates and provide regular reporting
on the impact of your work.
NGOs can use these strategies to build effective crowdfunding campaigns that will help to
fund the programmes and achieve desired objectives.
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Benefits of crowdfunding
Access to finance: Crowdfunding allows access to funds that would otherwise be unavailable
through traditional fundraising sources such as bank loans or venture capital.
Increased visibility: Crowdfunding campaigns can help develop a network of supporters and
raise awareness about the project, cause, or business.
Validation: Successful crowdfunding campaigns can provide validation for the project or
company idea, which can be important when seeking additional funds or collaboration.
Input: Product or service can be improved by using the useful input received from potential
consumers or supporters during crowdfunding campaigns.
Low-risk: Since one may assess interest and demand before devoting a large amount of time
and resources, crowdfunding may be a low-risk option to evaluate a new good or service.
Flexibility: With campaigns ranging from several thousand dollars to millions of dollars and
a variety of financing types (such as all-or-nothing or keep-it-all), crowdfunding can be a
versatile funding choice.
1.2 Ratna Nidhi Charitable Trust
Ratna Nidhi Charitable Trust, is a registered charity that was established over 25 years ago by
Mr Mahendra Mehta. It was set up in order to tackle the problems of poverty in Mumbai,
especially amongst young children. From its humble origins as a family institution, it has
grown rapidly, and now its projects cover a wide range of activities located in both India and
other developing countries. Ratna Nidhi Charitable Trust is committed to the welfare of
people from the most underprivileged strata of society without distinction of caste, creed or
color. Its emphasis is on assisting the children and youth who are the citizens of tomorrow
and the disabled who need a support to help them join mainstream society. The logo
symbolises the vision for the future – a future in which each and every child can look forward
to a new day, a day free of hunger, suffering, abuse and poverty. Ratna Nidhi Charitable
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Trust want to reach out to children across the world, to give them new opportunities, and help
them rise out of poverty.
Ratna Nidhi Charitable Trust runs numerous programmes in India to help the differently
abled communities. Medical Camps are one of the programmes Ratna Nidhi conducts which
is focused on battling disability and health complication mainly focusing on disability,
Vision, Dental Care, Malnutrition check, Childhood Illnesses, Respiratory & Diseases,
essential neurological and General Check Ups.
These medical camps in India provide free Artificial Prosthetics for the disabled,
Physiotherapy treatments, Cataract surgeries, Vision Correction and Spectacle donation,
Cancer screening & Treatment, Pediatric consultations, Diagnostic tests conducted by IIT
patented devices, Blood pressure and Sugar check-up, Dental care treatment and General
Check Ups for low-income groups who cannot afford quality medical services.
1.3 Fundraising Platform
The fundraising campaign for Ratna Nidhi Charitable Trust was organized through the
Give.do platform. Give.do is an online fundraising platform that provides individuals and
organizations with the tools they need to create effective fundraising campaigns.
The platform has a number of features that can boost engagement and donations, such as
social network integration, customisable donation sites, and donor management tools. The
Ratna Nidhi Charitable Trust's fundraising campaign organisers were able to make a
professional-looking donation website, promote the campaign on social media, and monitor
donations in real-time by utilising Give.do, which made the fundraising process simpler and
more effective.
Process of creating fundraising page
Sign up: Visit the Give.do website and create an account. One may sign up with an email
address, Facebook account, or Google account.
Create campaign: After signing up, click the "Create Campaign" button. Give campaign a
name and a description that explains what it is about, who will benefit from it, and why it is
important. To make the campaign more interesting, graphics and videos can also be included.
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Set fundraising goal: Determine how much money is required to raise and create a
fundraising goal. Make certain that goal is both practical and attainable.
Customise donation page: Give.do provides a variety of customisable donation page
templates. Select an appropriate template for campaign and personalise it with own graphics
and text.
Add payment options: Give.do accepts credit and debit cards, PayPal, and bank transfers.
Select the payment methods and include them on donation page.
Share campaign: Once donation campaign page is complete it can be shared on different
platforms of social media, email to connections, and promote it in any other way which can
be possible.
Keep track of progress: Log into Give.do account to keep track of fundraising progress. It
enables to see how much money have been raised, who has contributed, and how well the
campaign is doing.
(Image 1.1 Fundraising campaign page for Ratna Nidhi Charitable Trust)
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Chapter 2
REVIEW OF LITERATURE
A study of Indian Online Crowdfunding Platforms
(JHAVERI, 2014)
The study concludes that the primary focus of the platforms under study is fundraising for
either social-cause based or creative based projects. This supports the operations and
strategies adopted by them. Crowdfunding is in nascent stage in India. It will take time to
increase the awareness and change the mindset of people. In a way it is not a new concept
in India. For ages, donations have been taken to build temples, cash covers are taken at
marriages, and religious festivals are celebrated through contributions. But fund raising
through contributions from public through internet-based platforms is relatively an
innovative concept. Crowdfunding is not a fundraising method that replaces all the
traditional funding techniques but it is best to think it as simply a new method of
obtaining funding and should be evaluated in light of other alternatives that are available
11 to the initiator. While looking forward, crowdfunding has a bright future as internet
penetration and e-commerce success will pave the way for crowdfunding. This will help
CFPS to float equity based and lending-based campaigns.
Crowdfunding in India: Issues & Challenges
(Abhrajit Sarkar, 2016)
Crowd funding, the term itself have a deeper meaning. Crowd funding makes an
infant industry grow fast. It provides new investment avenues and provides a new
product for portfolio diversification of investors. Crowd funding is a new paradigm
for the young individuals to start up a business. The objective of this study has been
focused on its issues & challenges, its acceptance in Indian environment & risk
involved in the industry itself. The study itself is descriptive in nature. The secondary
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data have been collected from various research papers, websites & journals. The
crowd funding is an application on crowd sourcing. This concept was firstly
implemented in the year 2000 and has been growing rapidly all over the world. There
are 52 crowd funding platform worldwide. According to SEBI only Accredited
investors are allowed to participate in this crowd funding activities. Such investors
would include High Net worth individuals. SEBI have emphasized various elements
which conceptualized the crowd funding model for INDIA. SEBI have tried to make a
balance between investor protection and the role of equity markets in the economic
development and growth and to avoid systematic risk being created in the economy
Crowdfunding as a Practice of Cultural Citizenship: A Case Study of
Four NGOs
(Zheng, 2017)
This paper explores crowdfunding as a practice of cultural citizenship by investigating
the crowdfunding activities initiated by nongovernmental organizations (NGOs) in
China. Through investigating the cultural rights that are performed and their impacts
on identity formation of citizens, this article reveals the emerging mode of public
engagement and participatory culture. During the process of crowdfunding, a new
environmental and youth identity is shaped, and a connection between online and
offline worlds is forged. Furthermore, non-profit crowdfunding has facilitated popular
civic participation in both virtual and physical spaces under the censorship of the
Chinese government. In this process, creativity is performed by networked individuals
and groups when practicing cultural citizenship.
Digital philanthropy for the masses: crowdfunding platforms marketizing
NGO partnerships for individual giving in India
(Banerjee, 2020)
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This article demonstrates the complex role digital crowdfunding platforms play in
non-profit fundraising, exploring the nebulous area they occupy when partnered with
NGOs in India. Using data from platforms Global Giving and Impact Guru to identify
the complicated partnerships between platforms and NGOs, it examines the
problematic nature of marketwise fundraising models. By advocating competitive and
technologized practices, crowdfunding platforms create tensions between themselves
and their NGO partners, who are forced to continuously adjust and innovate their
fundraising strategies. Given their emphasis on profit generation, this article argues
that digital platforms limit their intention to create inclusive fundraising spaces for
NGOs
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Chapter 3
METHODOLOGY
3.1 Objectives
1. To raise maximum amount of fund for differently able community
2. To create an awareness about social issues which requires public attention and help
3.2 Fundraising Campaign Formation
1. A group of 9 students has been formed and assigned the NGO to work with.
2. Create a Fundraising Campaign page though give.do fundraising platform.
3. Share the fundraising campaign donation link to all the connections through all
platforms
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(Image 3.1 The image which has been circulated through all the platforms to urge
everyone to donate)
Chapter 4
DATA ANALYSIS
4.1 Total donation from all the team members
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(Table 4.1)
The total crowdfunding target for each team was Rs 22500 and individual target was Rs
2500. The above table 4.1 indicates that each team member has competed the individual
target and with total 137 donors Rs 22980 has been raised within a time period of a month.
4.2 Individual collection
(Table 4.2)
The above table shows the different platforms used to generate the fund for fundraising
campaign. The maximum donors were converted from WhatsApp which is almost 64% of all.
4.3 Amount raised per weeks
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(Table 4.3)
Table 4.3 indicates that maximum amount Rs 10550 was raised in 1 st week only which is
45% of the total fund raised. The momentum of first week was the highest than the other
three weeks.
Amount/Week
25000
20000
15000
10000
5000
0
0.5 1 1.5 2 2.5 3 3.5 4 4.5
Chapter 5
CONCLUSION
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The successful crowdfunding campaign organized by the team of students for the Ratna
Nidhi Charitable Trust to support the differently-abled community is an inspiring example of
the power of collective action and the use of social media to drive change. The team's
dedication and efforts in promoting their cause through WhatsApp and other platforms have
led to an impressive amount of funds raised in a short period, which will undoubtedly make a
positive impact on the lives of those in need. This campaign serves as a reminder of the
importance of supporting charitable causes and how even small contributions can lead to
significant positive change
Overall, the team's efforts have made a meaningful contribution towards improving the lives
of the differently-abled community. It is heartening to see individuals and organizations come
together to support a worthy cause, especially during times when social and economic
challenges have made it more difficult for charitable initiatives to thrive. It is our hope that
the success of this campaign will inspire others to engage in similar endeavours and help
make a difference in the lives of those in need.
Chapter 6
RECOMMENDATION
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Engage stakeholders: Build relationships with stakeholders such as recipients, donors,
volunteers, and community members to ensure that programmes are responsive to
their needs.
Adopting technology and innovation can help the Ratna Nidhi Charitable Trust
increase productivity, broaden its audience, and generate new impact opportunities.
Create partnerships and collaborations: Ratna Nidhi Charitable Trust can serve more
people in need by collaborating with other organisations and stakeholders to harness
knowledge and resources.
Ratna Nidhi Charitable Trust should concentrate on the results and effects of its
projects. This involves evaluating the effectiveness of programmes and modifying
them as necessary to have the desired effect.
Encourage accountability and transparency in every aspect of operations, including
budgeting, planning, and reporting. With donors, partners, and stakeholders, this
promotes confidence and credibility.
REFERENCES
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http://ratnanidhi.org/
https://give.do/fundraisers/dashboard/help-to-support-and-empower-the-differently-
able-community-for-ratna-nidhi-charitable-trust/donations
https://give.do/fundraisers
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