Why did we consider launching a managed IT solution for nonprofits?

While doing support service for one of my Nonprofit tech clients we found most of the NGOs are facing some difficulties like-

  • Raising fund for their NGOs
  • Managing and use effectively their contacts
  • Using multiple channels for communications
  • Managing and maintaining their website and social media accounts
  • Creating and marketing their fundraising campaign

After discussing with some NGOs we found, they want a reliable IT partner who can take care of these burdens. Most of them were not aware of the term “IT solutions”. After seeing the scope we decided to contact some more NGOs to discuss some more practical problems.

Market sizing

We found there are total 31 Lakhs registered NGOs in India but out of them only 26,272 NGOs are active (Active NGOs means, the NGO’s verified with ngo.india.gov.in with Pan, Aadhar and taxation verified).

Is there really a market? Forget the numbers..

We know time and money are extremely valuable to us. Introducing a new product or service without researching/testing the market is not a good idea.

“We need to get on the phone with NGOs that already know us.. and talk to them about whether our planned services actually solve their problems. And before that, we need to have a good idea of exactly what the offering is.” Ronnie Guha, Business Architecture, Nisos

So firstly we decided to test the market and the need for the services.

What we tried to find by testing the market:

  • A demand for IT managed service in the market
  • Who our customers are
  • What those customers think about our service and what they think about our competitors’
  • Where and how customers can sign up for our services
  • How much customers are willing to pay, It helps us to figure out a competitive price for them and realistic profits for us
  • Who our direct and indirect competition is
  • Which marketing and promotion method(s) are most effective for us

OK, who exactly would we sell to?

It was easy to say… To nonprofits… But that was not all…

Small size NGOs

Company Size: 10-50

Revenue: 10L-1Cr.

Job Title: President, Vice President, Directors

Location: India

Midsize NGOs

Company Size: 50-100

Revenue: 1Cr-5Cr.

Job Title:President, Vice President, Directors, Managers

Location: India

Large size NGOs

Company Size: 100+

Revenue: 5Cr.+

Job Title: Directors IT, Head of IT, BDO, IT Manager, Communication Manager

Location: India

More details here…

How we did our target market research

NGO database list websitesActive NGO’sData Provided
http://www.ngo.india.gov.in/26,000+Type of NGO, Registration No, City-State-Date of Registration, Key Issues, Operational Area-States, Chief Functionary, Chairman, Secretary, Telephone, Mobile No, E-mail, Fax
http://www.karmayog.org/nonprofits/npodisplay.asp?r=216#.WLfS3X8qw1d20,000+Address, Website, phone, contact person name, email, Key Issues, Coverage area,
http://www.ngosindia.comAddress, Phone, Email, Website, Contact Person, Purpose, Aim/Objective/Mission
http://www.guidestarindia.org/7,100+Address, Telephone, Organisation Primary Email Address, Organisation Type, Year of Establishment, Contact Person name, Designation, Email
http://www.wango.org/2000+Name, City, State (Need membership to get full details)
http://www.giveindia.org/250+NGO Name, Full time staff, Part time staff, Consultants, Contract staff    Volunteers, Team size, Total Receipts INR, Payments INR, Full name, Phone, Email, Website
http://www.searchdonation.com/30000+Name, Website, Phone, Contact Person, Email

 

What existing solutions could our potential customers use?

Compared available CRM

 

Company >GiveffectAltus Dynamics ERP for NonprofitArgenta SoftwareEleoCiviCRMBlue UtopiaiMIS SoftwareSalsa CRM
Features
Donor ManagementYesYesYesYesYesYesYesYes
Contact ManagementYesYesYesYesYesYesYes
Gift EntryYesYesYesYesYes
TrackingYesYesYesYesYesYesYesYes
AcknowledgementsYesYesYesYes
List BuildingYesYesYesYesYesYes
MailingsYesYesYesYesYesYesYesYes
CommunicationsYesYesYesYesYesYesYesYes
To-Dos and CalendarYesYesYesYes
ReportsYesYesYesYesYesYesYesYes
AnalysisYesYesYesYesYes
EventsYesYesYesYesYesYesYesYes
MembershipsYesYesYesYesYesYes
VolunteersYesYesYesYes
Grant ManagementYesYes
Web FormsYesYesYes
FundraisingYesYesYesYesYesYes
SecurityYesYes
Back-upYes
User Account ManagementYesYesYesYesYesYesYes
Customizable pagesYesYesYesYesYesYesYes
e-commerceYes
SocialsYesYesYes
AutomationYesYes
DashboardYesYesYesYesYesYesYesYes
CrowdfundingYesYes
AdvertisingYesYesYes
WebsiteYesYesYes
Real-Time ChartsYes
PricingTrialYesYesYesFind ExpertsYesYesYes

 

Who’s our competition?

There were many in USA… We did our research in India and USA and found..

In enitial face we found there were no much competition in the market yes there were some it solution provider for NGOs like-

Symmetry ( symmetry-it.com )

Services offered- Enterprise Solutions for Non-profits/NGOs

 

ALC India ( alcindia.org )

Services offered- IT consulting for nonprofits

 

Serole  ( serole.com )

Services offered- Consulting, Development & Operations, Infrastructure

 

Why we decided on the Indian market

  • For the first time in India, managed services for NGOs.
  • India’s first complete IT solutions for NGOs
  • In-depth market research on nonprofits in India
  • Empowering Nonprofits organizations with the tools they need
  • We take care of nonprofit’s technology so they can do what matter most

 

What’s our own SWOT Analysis?

  • Strengths: Experienced in Nonprofit Industry, Expert in Crowdfunding.

No competitors/competition, experience in the industry

  • Weakness: No clientele, Build the market from scratch.
  • Opportunity: First time in India, 25,000+ prospects in India

New partnership deals starting with financial year

  • Threat: Non-tech prospects.

New competitor entering the market.

 

Getting down to details… Defining our actual managed services offering

We were sure that NGOs are facing problems to manage daily operation work. Technologies are their biggest problem. They are not aware of the term dizitation. So we decided to start with asking questions in common language. We started our offering in a unique way. First, we divided their all problem into 17 different questions.

We are your perfect partner if you answer yes to any of these…

  1. Do you believe that your nonprofit can create greater social impact by leveraging cloud computing/technology, thereby freeing you up to do what you love doing?
  2. Are you tired of tracking your constituents across multiple systems? Want to connect those dots?
  3. Do you have a membership program that you can manage easily across individuals and corporations?
  4. Are you looking for a way to process and track contributions, send thank-yous, and report on your data?
  5. Did you ever try to run events? Are you looking for an easier way to manage that nightmare of creating event registration forms, register participants, sign up volunteers all in one place?
  6. Are you looking for an easier way to manage advocacy campaigns with events, mailings, activities, and contributions?
  7. Can your members and donors raise funds on your behalf easily? You realize that they are your best advocates, right?
  8. Would you like to better understand your value and impact, and evaluate your performance?
  9. Email marketing is imperative to stay top-of-mind with your donors. Do you have an easy way to do that AND understand what’s working, what’s not?
  10. Are your funders and sponsors asking you for information, reports, and KPIs that you’re not able to provide in a timely manner?
  11. Can you easily run advocacy campaigns? Can you track progress? Can you track events, mailings for these, contributions raised etc?
  12. Can you easily recruit volunteers? Can you easily get on time, regular updates from your volunteers, from the job site?
  13. Do you have a central way to manage all projects they are running? All the project updates, project media, report on those projects to donors regularly etc?
  14. Do you have any membership program or are these one time donors? Can you run membership programs easily? Send reminders, allow members to update their info, pay etc?
  15. Can you easily create events, registration forms, allow online or offline registrations, sign up volunteers for that event, spread the word etc?
  16. Has year-end accounting/reporting been a nightmare for you?
  17. Do you want to sell your products online to further your cause?

 

Further in.. how we can we really help our would-be-customers?

CRM solutions for charities, social enterprises and non-profits.

Our Services- Implementation 

  • Marketing
  • Maintenance & Support
  • Custom Development

Our Process-

  • Solidify the business goals of the use of CiviCRM for your organization
  • Determine your organization’s process requirements to fulfill business goals
  • Identify and champion the people within your organization to be involved in the project
  • Provide coaching for your organization’s leaders in change management
  • Determine development and technological requirements in partnership with experienced CiviCRM experts
  • Provide ongoing support, training and documentation tailored to your organization’s needs

Further – gathering more data before we kick off

Services: Managed Business Solution For Nonprofits

●     Market position:  No competitors. (1st position on the google – in INDIA)

●     Projected transactions / client / year: 1

●     Average Deal Size / client: Rs. 4,80,000/year

Gathering cold prospects data

NGO database list websitesActive NGO’sData Provided
http://www.ngo.india.gov.in/26,000+Type of NGO, Registration No, City-State-Date of Registration, Key Issues, Operational Area-States, Chief Functionary, Chairman, Secretary, Telephone, Mobile No, E-mail, Fax
http://www.karmayog.org/nonprofits/npodisplay.asp?r=216#.WLfS3X8qw1d20,000+Address, Website, phone, contact person name, email, Key Issues, Coverage area,
http://www.ngosindia.comAddress, Phone, Email, Website, Contact Person, Purpose, Aim/Objective/Mission
http://www.guidestarindia.org/7,100+Address, Telephone, Organisation Primary Email Address, Organisation Type, Year of Establishment, Contact Person name, Designation, Email
http://www.wango.org/2000+Name, City, State (Need membership to get full details)
http://www.giveindia.org/250+ (done)NGO Name, Full-time staff, Part-time staff, Consultants, Contract staff    Volunteers, Team size, Total Receipts INR, Payments INR, Full name, Phone, Email, Website
http://www.searchdonation.com/30000+Name, Website, Phone, Contact Person, Email

What’s our advertising and promotional strategy?

Promotion /advertising typePromotional strategyExpected business improvementCost (Rs.)Target date
Print media advertising, online advertising, SMS, mail-out, giveaway, media release, social media campaign, event etc.Why have you decided to use this promotion/advertising type? How and when will you use it? What is your strategy behind this? Who will upkeep your social media presence?How do you expect it will improve your business success?The estimated cost of an activity.e.g. March 17

 

 

WebsiteLanding page/SPA with payment gateway, dedicated to our service which lands us all traffic and describes our content/offerVery important to give complete details about our services/offers which convert visitors into clientN/A10, March
Press ReleaseThis is perfect for branding and backlinks which help our site to rank well in search engine.It will cover approx 50 news sites in India, It will boost website relevant traffic, built trust.Rs. 10,000/PR15, March
SMSSMS Marketing allows you to reach a large number of people all at the same time. Low cost, Instant Deliverability, High Open Rate, High Conversion RateAn average SMS marketing click-through rate of 35%, with the average SMS open rate of 99%. We will get approx 350 response to every 1000 sent SMS/campaign.Rs. 2,500/10K SMS

 

 

1 campaign with 1000 contacts per week
Adwords managed placement Campaign1To reach prospects active on specific websites, Brand building/ Awareness/ Increase traffic to the website. Perfect place to reach right audience segment.The affordable low budget campaign will help to bring in prospects reducing the cost of the overall marketing budget.Imp-35K to 40K

Clicks 750

CPC- Rs 6.56

Cost = 5000

Lead 5% = 37

Day 1- 31
Adwords Custom match Campaign2

Retargeting

To reach drip prospects from email campaigns. Targeting banner ads to bring in website clicks. Help target prospects directly while they are active.Helps in refining our prospects, highly targeted ads results in better ROI. Doubled CTRImp:50-100K

Est Clicks: 482

CPC: 6.26

Lead 1.8%= 6

Day 31- 60
Adwords Remarketing Campaign3Targeting prospects interested in our services helps to increase the conversion rate while slashing down cost.Retargeting lost suspects & helps to bring back to sales funnel.Day 61-90
Facebook CampaignsNGOs highly active on Facebook for fundraising and project showcasing. Quick response & better results. Readily available prospects for building remarketing list.Increased Lead conversion expected to be 2X as compared to website leads.

Est Conversion = 4 Leads

Audience: 2000.

Reach-1350-1600

CTR-5%=30 Clicks

6% Lead= 3

Day 1- 31
Email MarketingManaged Solutions for Nonprofits

IT solutions for Organizations

 

Personalised email campaigns to the NGO database. To all Opened and Responded emails, we will send them with more details of our offerings.Unopened and No Response emails will be followed up to 7-8 times with weekly 1 followup email.Monthly Subscription Rs.4000/month90 Days

 

What sales channels could we use?

 

Channel typeProducts/servicesPercentage of sales (%)Strategy
e.g. internet, direct mail, enquiries from website etc.List all the products/services sold via this channelWhat percentage of overall sales do you expect to sell via this channel?Why have you decided to use this channel type? How and when will you use it? What is the strategy behind using this channel type for this particular product/service?
Inbound leads via Paid Marketing, SMSManaged Solutions for Nonprofits All Hot leads generated from Paid Marketing will be uploaded on the Hubspot. We will contact them via email/handphone or skype meeting and discuss with them about our offerings and take it ahead to the closure.
Enquiries from WebsiteManaged Solutions for Nonprofits Leads Filled Enquiry form on our website will be contacted at the given Number/Email Address.
Hot Leads from Email MarketingManaged Solutions for Nonprofits Replying all the Hot leads generated from Email Campaigns. Replying them back with their queries, additional information on the product, maintaining the relationship and taking forward to the closure.
TelemarketingManaged Solutions for Nonprofits All the Open emails will be contacted personally after a couple of emails. Providing them more details about our offerings, understanding their business and requirement and scheduling meetings(face-to-face or skype).
Face – to – FaceManaged Solutions for Nonprofits  

Meetings the client and learning more about client company ( Nature of NGO Business). Pitching for the solutions i.e our offerings and closure

How would we monitor and measure our success?

Marketing activityDate of reviewMonitoring methodsReview outcomes
Print media advertising, online advertising, SMS, mail-out, giveaway, media release, social media campaign, event etc.e.g. Week/MonthWhat tools did you use to measure/monitor the impact of your marketing activities?What were the results of the promotional period? What were your sales/profit figures? How many new/repeat customers did you receive? How many customers visited your website?
Email Campaign4 Weekly Reports

1 Monthly Reports

reply.io

Hubspot

 
Adwords4 Weekly Reports

1 Monthly Reports

G Adwords

G Analytics

 
Facebook4 Weekly Reports

1 Monthly Reports

Facebook

Google Analytics

 
SMS Bi-weekly ReportsSMS panel

Hubspot

 
Website OrganicGoogle Analytics