Contents

Title page…………………………………………………………………………….1

College certificate……………………………………………………………………2

Internship Certificate…………………………………………………………………3

Acknowledement……………………………………………………………………..4

Abstract……………………………………………………………………………….5

Introduction………………………………………………………………………………7

Industry Overview ....................................................................................................................

About the Organization..........................................................................................................

Methodology Used....................................................................................................

Analysis of Findings .........................................................................................................

Field Implementations ......................................................................................................

Conclusions from findings ...............................................................................................

Limitations……………………………………………………………………………..

Recommendations .............................................................................................................

Bibliography……………………………………………………………………………...

Images ..............................................................................................................,................
 Internship at NGO
Fund raising and understanding working of a NGO

PROJECT REPORT

Submitted in partial fulfillment of the requirement for the award of Degree of Bachelor of
Business Adminstration

Submitted to

Symbiosis university of applied sciences, INDORE (M.P.)

Submitted by:
Ms. Grishma Dhoka
Under the Supervision of

Prof.
Prof.

BACHELOR OF BUSINESSS ADMINSTRATION

Symbiosis university of applied sciences, INDORE (M.P.)
SESSION 2016-19
ACKNOWLEDGMENT

It gives immense pleasure in bringing out this report of the project entitled “summer internship at
ngo”.

Firstly, we would like to thank our faculty members Prof. and

Prof. who gave us his valuable suggestions and ideas when we were in need of them. He
encouraged us to work on this project.

We are also grateful to our college “ “and our BBA department head Mrs. for giving us the
opportunity to work with them and providing us the necessary resources for the project.

We are immensely grateful to all involved in this project as without their inspiration and valuable
suggestion it would not have been possible to develop the project within the prescribed time.

With Sincere Thanks,

Grishma Dhoka
Abstract
The internship program is a pre-requisite for the BBA degree from the Faculty of Business
Administration, University of symbiosis indore. In today’s world, education is the imperative
tool for understand the real world and apply knowledge for betterment of the society as well as in
Business Sector. From the education session the theoretical knowledge is obtained from various
courses throughout the programs, which is only the half way of the subject matter. Practical
knowledge has no alternative. The perfect coordination between theory and practice is of
paramount importance in the context of modern business Graduates to get 14 weeks practical
experience, that is Internship Program. Internship program brings student closer to the real life
situation and thereby helps to launch a career with some prior experience. Internship is a step
towards fulfilling this commitment by giving students an opportunity to get ready for the real
world before they enter their practical life .To face much more complex and challenging business
world in the challenging business areas, practical knowledge is essential to expand our
theoretical base. To gather this practical knowledge, we were forwarded different organization
after completing MBA Program. As I have an intention to become a chartered accountant, I was
forwarded to Mrityunjai Bharat Trust I started the internship there from “ “ under the
faculty-supervision of “ “, Professor, Department of Accounting & Information Systems.

As per my superviser’s direction the topic of the report has been chosen as “NGO
Accounting Practices in Indore.

The report focuses on the accounting practices and the internal control system done by the NGO.
The report attempts to identify in Indore context Fiduciary responsibility of NGO and their
compliance to those, the way the state of India regulates NGO which finance charitable work
through foreign donation. The regulatory requirement and framework of operation are limited to
hold NGO accountable to the beneficiaries.
This was the first time I was associated with a NGO for the full time, living away from home and
helping out people with the best of my knowledge and skills. I was delighted to be in the cleanest
city of India . The Mrityunjai Bharat Trust envisions inclusive and empowered communities
and individuals. The trust work towards empowering lives and serving to the needs of people and
works towards upbringing of the societies. Raising funds for NGO is the most crucial task for
social organizations and I took up the task of helping the trust in doing so. My mission at the
NGO was to look into details of various activities and help the organization in excel into those.
The time was a constraint though, 16 weeks was too less a time to accomplish herculean tasks of
raising funds for the organization.

I came to know about the challenges faced by the instructors, interacted with the students at the
centers and realized the people have innate desire to learn even over the age of 35. I happen to
learn that people had so much potential and within villages only thing that’s missing is the
channel to reach out to the World. The organization Mrityunjai Bharat Trust was helping them in
channelizing their art and reaching out to the World on their behalf. This in itself gave a sense of
accomplishment for the trust and pride for myself to be working with the organization, which
was working for such a great cause.
INTRODUCTION

What is the project

The project was to raise funds for Mrityunjai Bharat Trust and to create awareness for the NGO in Indore
and across India. The use of digital marketing was essential to boost the presence of NGO across
geographies. Mrityunjai Bharat Trust is a non-governmental organization registered as a public charitable
trust in indore, India under trust act 1951. It has carried out various programs for slum like Integrated
Slum Development Program . Mrityunjai Bharat Trust envisions inclusive and empowered communities
and individuals. The program aims at making human settlements equitable living environments where all
residents and vulnerable people have access to health, education, essential infrastructure services and
livelihood options, irrespective of their economic and social status. The organization has various program
running for children, youth & women. The funds for the projects are raised from various channels as
mentioned below:

Crowd funding platforms

CSR association with corporates

Individual or Corporate Donations

The various campaigns run on the crowd funding platforms like Give India and Global Giving
are used to raise funds. The main concern of the NGO was its awareness, it was hardly
noticeable. My part of the project was to create awareness of NGO not only in Indore but also
across India. Spreading awareness across different locations was something that could be
addressed using the Google Grant. The Google Grant allows the NGOs to run their
advertisement for free and highlight the organization across different Geographies. In addition to
this I was responsible to reach out to corporates and pitch in as a representative from the trust
and would encourage corporates to enter to tie ups with it. Apart from this there were regular
field visits to various centers of the trust. A field visit to a village was aimed to better understand
the instructor and the families associated with the program.
Another visit to the village center gave me deep insights about the art and the artisans. The
interviews with the artisans helped to understand more about the two arts papad making and
manufacturing of paper bags, which have been there for ages and were losing essence until
MRITYUNJAI BHARAT TRUST helped to revive them. I was involved in making case stories
for the field visits to highlight different projects carried out by Mrityunjai Bharat Trust.
INDUSTRY OVERVIEW

The NGO

Non-government Organisation (NGO) generally means any organisation not established by

government. However, in the context of NGO work over the last three decades, the term now
refers to social organizations, mostly of voluntary and non-profit character, that are engaged in
development work. These include informal associations and formal corporations limited in
character, as well as registered societies. Development NGOs engaged in broad socio-economic
uplift of the poor in rural and urban areas are sometimes termed as private voluntary
development organizations (PVDO) or voluntary development organizations (VDO). Socio-
economic programs of development, advocacy, legal aid, environment and relief programs are
also taken up by development NGOs.

International non-governmental organizations have a history dating back to at least 1839. Rotary,
later Rotary International, was founded in 1904. It has been estimated that by 1914 there were
1083 NGOs. International NGOs were important in the anti-slavery movement and the
movement for women's suffrage, and reached a peak at the time of the World Disarmament
Conference. However, the phrase "non-governmental organization" only came into popular use
with the establishment of the United Nations Organization in 1945.

Globalization during the 20th century gave rise to the importance of NGOs. Many problems
could not be solved within a nation. International treaties and international organizations such as
the World Trade Organization were perceived as being too centered on the interests of capitalist
enterprises. Some argued that in an attempt to counterbalance this trend, NGOs have developed
to emphasize

 Humanitarian issues
 Developmental aid and
 Sustainable development.

The generation of NGOs from the late 1960s until the mid-1970s emphasized the formation of
credit unions, co-operatives, and other community-based development projects, giving more
emphasis to micro-interventions in development. The third generation of NGOs in fact, the bulk
of NGOs involved in agrarian reform and/or rural development programs, sprang up in the
1980s. These NGOs were results of the initiatives to integrate micro and macro issues into a
more holistic framework for tackling problems of ecology and the environment, debt and
structural adjustment issues and policy issues, including agrarian reform and rural development.
ORGANISATION BUSINESS PROFILE

Mrityunjai Bharat Trust

It is an organization registered under trust act at Indore in the year 2009 . Aiming for overall

development of nation through development of individual the organization is runing few projects
as of our social responsibility we are committed to encourage & collect people for fulfilling their
social & national responsibilities.

We believe in Nation first ideology & action. We call you to join us and contribute your work &
experiences with us. We believe people should be responsible for their own upliftment & which
is not possible without upliftment of society. We call you to bring a change in yourself &
society.

The ngo was founded by Shree Nikil Dace is a young social activist. Born in a renowned family
of Central India a graduate in Business Administration and PGDM in Journalism and Mass
Communication and he has been a social activist since his student days. He takes interest in the
prevalent social issues in the society. He has strong inclination in doing social work.

Initiatives of Ngo Include

 Crafting future
 Sanchit
 Gram swaraj
 Youth empowerment and development
 Youth icon
 Srijan
Crafting future
About Crafting Future
There is a pool of talented students residing in remote tribal and rural areas.'Crafting
Future' is an initiative of Mrityunjai Bharat Trust to help these children to fulfil their
dreams. A hostel is established to provide education, food and residential facilities. These
children are sent to good schools to pursue their education. The objective of Crafting
Future is to help these children to grow up as refined, educated citizens who can have a
better future and earn a better living.
Apart from financial help people who are interested in doing social work by their
guidance and can spare time are also welcome to get associated with us.
Let's craft the future of those unfortunate children who aspire to study but unable to
pursue their studies due to poor background, unfavourable conditions in remote tribal and
rural areas.

Sanchit
Sanchit is a platform to discuss about various issues related to our societies prevalent
issues related to our country and around the world.

Gram swaraj
Awareness programmers for gram swaaraj and encouraging ruralities to participate in
development of the village.
To create awareness of government schemes.
Providing documentation facilities.
To create awareness of social issues.

Youth empowerment and development

Organizing various program for youth development and also working for implementation
of youth policy.
 Youth icon
“Youth icon awards” in the memory of late Shri Badrilal Dave Ji
These awards are given to encourage and felicitate the young achievers of society in
various fields along with a “life time achievement award” in the memory of renowned
social worker “late Shri Badrilal Dave.

Srijan
Srijan is providing a platfoem to gather fortnightly and discuss various art forms for
budding artists.
To create artists for the future.
To develop or to enhance artistic skills in the villages.

Future plans
 hostel for kids and old age home.
 Trust has purchased land in gram rupakheda tehsil barnagar district Ujjain(mp)
 Kids hostel with 5 dormitory halls and 5 rooms.
 Plan is to establish hostel around for 100 kids from different region of country.
 Plan is to provide family atmosphere to kids and to old age people under a single roof.
 Goushala to provide shelter to stray cows
 Diary productions
 Vermicompost and other organic fertilizers.
 Bio gas plant for general needs of villagers.
 Methodology Used
Scope – The scope of the project was to create awareness of the NGO and reach as much people
as possible. It was essential to have global presence that is to have online presence , make field
visits to villages where the ancient arts are still existing and create awareness of the arts and the
artisans. It was also essential to reach out to corporates to involve them for CSR activities which
can help NGOs fund their projects.

Methodology Look : manufacturing of paper bags( in a village about 15-25 kms from Indore)
The art used to be practiced by many in the village but is now becoming extinct.
The people are switching to other modes of livelihood rather than using their skill of making
such bags.
The artisans carrying out this art is content and has business acumen.
The artist was well equipped with the gadgets and was using WhatsApp and YouTube as a
mode of channel to perform business tasks.

Papad making (village 17kms from Indore)

There were about 100 families who were making this Papad in the village.
The Papad was made using different crops and people had great dedication towards making
such papad.
The artist or maker used to experiment the art over various kinds of papad such as given them
different shapes,size and added flavor into it.

Ask : paper bag Master Interview

The artisan is really passionate for the art and has learnt the same from his grandparents.
He appreciated the work done by MRITYUNJAI BHARAT TRUST organization, and he
himself reaches out to various places like Mumbai, Rajasthan .
He needs more help related to marketing as the artisan himself visits various locations in India to
sell the bags.The challenge that they face is that the less usability and high price of it.The artisan
is worried about the name and needs the credibility to be given to them.
Area of improvement
•Online Presence

•Digital Marketing

 Approach existing donors for donations.

•Cold Calling

•E-newsletter

 Look for new leads by carrying out field visits

.
•Drafting Proposals

•Meeting the CSR Heads

Try:
Designed small case story for the same, which speak about the two artists and their art.
This was then channelized over social media platforms such as Facebook, Linkedin and
Youtube.
This was used as a medium to create awareness and reach out to more people.
Strategy used :
The methodology can be split into 3 steps:
1. Creating NGO Awareness – Building awareness for NGO was the primary goal. The various
campaigns run by the NGO lacked online visibility. It was essential to boost the online presence
of the NGO. Running Google AdWord for the same would help in creating the awareness.

2. Approach existing donors for donations – Reach out to existing donors, who are in touch
with the NGO in the past and approach them for funding the exiting & upcoming projects of the
organizations.

3. Look for new leads by carrying out field visits – Look for potential leads or corporates who
would be willing to tie up with the organization for various CSR activities.
The various programs of MRITYUNJAI BHARAT TRUST
are as follows:

Youth Development: Creating Livelihoods & Employability for the Urban Poor
Youth force: Empowering Youth
Nirman: Building Skills
Education Programmes – for villages kids
Child Friendly Spaces (CFS): Bringing Child Labourers Back to School
MRITYUNJAI BHARAT TRUST works with all these Strengths.
•Strong Research Documentation and Communication center.
•Over 27 years in serving to needs of people in slums.
•Highly skilled artisans with R-Weaves associated with MRITYUNJAI BHARAT
SWOT ANALYSIS
Strengths
1. Strong RDC(Researh Documentation and Communication) centre – The RDC team is
highly efficient working closely to maintain the records. Carrying out research over different
projects and following ups with leads.
2. Serving the people from slums – always the focus is to serve the needs of people, working
towards upbringing of people from slums and creating vibrant neighbourhoods.
3. Highly skilled artisans with R-Weaves associated with Mrityunjai Bharat Trust –The
artisans are highly skilled and the art is more than 600 years old which in itself in unique and
makes Mrityunjai Bharat Trust as an exclusive organization that supports such cause.
4.Youth power: the organization have a huge and supportive active youth members that are
ready to face each and every situation at any point of time.

Weakness
1. No Visibility of organisation – The website does not lists on the first page of the Google
search. The people looking for NGOs on Internet are not aware of the organization
MRITYUNJAI BHARAT TRUST . It is essential to boost the visibility by listing the website on
the first page.
2. Running Short of funds – The NGOs is looking out for funds to fund the existing and
upcoming projects and needs to tie up with corporates for CSR activities.
3. Lack of awareness of the villagers arts – People lack awareness of the
two antediluvian arts.

Opportunities

1. Website Exists – www. Mrityunjai Bharat Trust.org–The website of the NGO was in place
and there was an opportunity to highlight it to the right audience. The specific pages existed for
different projects.
2. Use of Google Ad Grant –Google AdWords is Google's advertising system which allows
users to advertise and bid on certain keywords so that the clickable ads appear in Google’s search
results.

3. Existing leads for corporates – There exists certain leads of corporates who can be
approached over call to support the projects at trust. There are also areas like it park indore,
which has high chance of some potential donors, are still uncovered via Mritunjay
representatives.
Threats

1. Limited resources to carry out the tasks – The NGO faces stiff challenges in carrying out
multiple tasks due to lack of resources. The resources are handling multiple projects and have to
entertain multiple requests catering to different sectors.

2. Corporates already involved with other NGOs – While following up leads for corporates,
many of the corporates have already tie ups with other NGOs and some of those have their own
non- profit institutions to which they channelize their CSR activities. The other companies are
willing to fund specific projects such as funds related to children or women etc.
 Analysis of Findings
Visibility - The NGO lacks visibility and thus the visibility on the Google search needs to be
enhanced. The Google Ad Grant provided by Google would help to boost up the same. Until now
the NGO has never used Google AdWords and thus the website was never listed on the first page
of the Google search result. Google provides Google Ad Grants Account to NGOs with
following services: • have a daily budget set to USD 330 dollars total for ALL campaigns, which
is equivalent to about USD 10,000 per month • have a maximum cost-per-click (CPC) limit of
USD 2.00 • only run keyword-targeted campaigns • only run text ads • only run ads on Google
search result pages and not on the Google Network • run ads for as long as your organization
remains actively engaged with your AdWords account. With the use of Google AdWords
following organizations benefitted
1. The Fred Hollows Foundation -Working to end avoidable blindness and improving
indigenous health in Australia.
2. MAD - Providing education and career opportunities to children living in orphanages and
shelters in India.
3. SOS Children’s Villages of India - Supporting children in India who are orphaned,
abandoned, or whose families cannot care for them.

Google Grant helps in getting More visibility. More donations.More volunteers. This helps in
shaping the messages and sharing them with the people who are most likely to engage. Field
Visits – Make field visits to actual centers of R-Weaves program of MRITYUNJAI BHARAT
TRUST . The R-Weaves program has the following objectives:
– Sustain Local traditional Arts and Crafts

– Support rural artisans to ensure sustainable livelihoods

– Support fair pricing for Honest products

– To establish an exclusive, high-quality brand of Hand Woven products

It is essential to visit these centers to capture the real story and motives of the artisans and then
prepare a story to propagate on social media platforms for awareness. 16
Fund Raising with Corporates – The organization already had few leads of corporates which
can be reached for CSR activities. Thus it was essential to reach out to them with proper
proposals so as to look up for long term relationship. There was potential in nearby areas but the
corporates lacked awareness of the organization. Thus reaching out to new corporates and
spreading awareness also needs to be addressed.It was essential to capture the data regarding the
corporate donations done by the corporates so a questionnaire was necessary to capture the data.
The old questionnaire exists for the survey which needs to be redesigned so as to capture the data
of the corporates which can be used for future follow ups. The existing data of the corporates
needs to be analysed so as to approach the right corporate at the right time to fund the projects.
Approached the existing leads which were pending for follow ups, reached out to them.
Conducted cold calling for the corporates and introduced MRITYUNJAI BHARAT TRUST to
the corporates and found potential corporates interested in association with the NGO. I also made
corporate visit to dewas and various other business parks to approach corporates for CSR and
fund raising for organization.
Field Implementations
Enhanced Visibility – The application for Google Grant was approved by Google and gave the
opportunity to run Google AdWords for the organization for free. The Google AdWords
campaign was run strategically to highlight various activities at the organization. Various
campaigns were designed for the organization and are listed below:
NGO Awareness(India)
Involvement Campaign (India)
Donation Campaign(India)
Career Campaign indore

Field Visits – The visit to the R-Weaves center to look into the process of making the Tangalia
and Patola designed clothes. The Tangalia art is said to be around more than 60 years old and is
considered to be dying art until MRITYUNJAI BHARAT TRUST helped out the artisans in
promoting the art. The art in itself takes lot of hard work and it takes roughly around more than 5
days to make a nice piece of cloth with Tangalia art. The Look,Ask& Try methodology was used
to understand the needs of the artisans.Several interviews were undertaken with the artisans and
the ones supervising the same.The use of look, ask try methodology helped to get insights about
the art and artisans and the same was compiled as stories and propagated on social media.
Conclusions

Working with the NGO was a delightful experience , the two weeks with the organization not
only helped me to work for social cause but also helped me to gain exposure in fund raising and
business development for the organization. Working for NGO was a challenge in itself, however
planning the tasks made the journey pleasant and easy. Sticking to the roadmap was the strategy
throughout. After working for 14 weeks I came across various challenges and tried best
approaches to overcome them .There were various best practices followed and would
recommend to be followed by the organization throughout to have an edge over the others. The
recommendation can be summarized as below:
1. First and foremost the website needs to be updated at the earliest. These days website is the
new face of the organization over Internet. The current website is not attractive and has a lot of
defects which needs to be rectified. The website can help to gather more traffic and if the appeal
is sympathetic might lead to donations.

2. The Google AdWords campaign was run during this span of two week and received an
overwhelming response. The campaigns for the CSR activities gathered the highest number of
impressions and the clicks. The campaign created awareness among the corporates. The
campaigns must be run throughout and there must be activity on the account within 90 days
otherwise the account may lapse. The use of AdWords with the new website of the organization
is highly recommended as this would help to create awareness and also helps in pitching in to the
Corporates. The budget must be allocated efficiently and only the relevant campaigns should be
run.

3. . It is advisable to make a visit in person rather than calling them over phone. It is observed
that the rate of persuading corporates to sponsor projects is higher over meeting in person rather
than calling over phone.

4. Several visits to corporate offices were conducted and have resulted in a potential lead of a
corporate. The Etech company was approached during it park visit and is willing to associate
with MRITYUNJAI BHARAT TRUST organization for sponsoring a project .The center visit
is to be organized. It is essential to follow up with them to be in touch as the company is also in
touch with other NGO and it is advisable to do a continuous follow up.
5. For all the corporate visits it is essential to maintain a database of all the contact details and
must mention what was the remarks. The corporate with positive feedback must be followed up
regularly to engage them in different projects.

LIMITATIONS

There were certain issues that were highlighted at the NGO

The organization lacked awareness.
The website was not listed on the first page of Google Search.
Different searches for ngo or csr were unable to get the website on the first page.
The actual projects were not being highlighted as the stories were not highlighted efficiently.
The organization lacked tracking of the corporate leads.
The corporate funding questionnaire was not efficient to capture the complete data.
The organization lacked awareness among corporates.
There was a need to reach to corporates in person to present the projects undergone in
MRITYUNJAI BHARAT TRUST and pitch in for long term tie ups.

RECOMMENDATIONS
Bibliography