Introduction

Riya Foundation

“Therapeutic residential center for people with special needs”

It started back in 2009 by Mr Ashley Fernandes and Mrs. Keerthana P Kumar , both
have worked in corporate and have spend significant amount of time of their life
helping specially abled children.
Riya foundation is combination of two set of training center, Riya hope farm and
Riya learning center. The specially abled children are divided on the basis of their
IQ .The person with IQ less then 70 is termed as moderate or sever case and are
kept in Riya hope farm which is a residential building and Riya learning center is a
day care which deal with people with IQ between 70 to 80.

The Riya Foundation consist of a total of different age group of people and student
to teacher ratio is far higher then the industry standard of 1:8. It is different then
the NGO in Mangalore and Karnataka as they provide for the aid to parents and
student. They deal with student not just of age till 18 and then send them back but
keep till the age he lives as a help to parents. They have a student of age 52 year at
the NGO as well. Riya Foundation is really a great place for transformation of
students.

About the Founders

Ashley has been living and working in Bangalore for the past nine years in an MNC
corporate setup. Before coming to Mangalore, Ashley spent years working in
various managerial positions for private businesses and spent much of his time
volunteering for charitable organizations. This work gave him extremely valuable
management training and an insight into the world of the disadvantaged. After
moving to Mangalore, he greatly expanded his charitable work and also became a
trained human value personal. As a result of huge need and overwhelming support,
Ashley decided to dedicate his life to helping children with special needs. Riya
foundation as evolved as the result of his in-depth involvement in the effort to
improve the quality of life and exposure of these children.

Mrs. Keerthana P Kumar is originally from Coorg, she relocated to Mangalore to

pursue her graduation and a course in special education and there on moved to
Bangalore. Keerthana is a mother of a special child (MR & Autistic) and a sister to a
down syndrome and had lived and worked in Bangalore for five years in a corporate
and spent three years working as a teacher while in her spare time volunteering at
a special school too. After many visits, Keerthana decided to relocate permanent
to Mangalore in order to pursue her true calling in working for children with special
needs. Being a parent she relates to the challenges faced by a parent and the child.
Riya foundation is her brain child and is named after her daughter with an intention
to provide the same love and care that’s given to her own.

Cases of Student Development

 The first case is of a student name Sidharth Reddy who is a patent of MR and
Autistic child who is very aggressive and as told to us can hit you or himself
with anything. As per Ashley when he came he is 26 year old and have a
huge body and was very aggressive and hit people when he was angry they
did different therapy and attitude change classes and we are amazed
because when we went to NGO he was one of the nicest children and was
 always helping other the 3 year training has helped transform him
completely over the time.
 The other case is a kid name Arjun, he is Autistic children and can’t move his
body at will or do any kind of activity. Riya Foundation transformed him
completely as they provided him different therapy and training and now he
can tell his parents what he want and can move his body and hands.

There are many such cases of transformation of students and how they
developed and helped these students of all age group to have a better future.

NGO-Stituational Analysis

When we visited NGO the very first day, our team was introduced to the new
lifestyle, “Specially abled lifestyle”. The kids over there were unique, they were
disable however their ability was stronger then their disability. Riya foundation has
contributed enormously on the development of these kids. Closely analyzing the
situation over there our team decided to contribute the NGO by helping them
organize their funding and promotional strategies through various marketing
mediums. Our team had combination of teammates from various background such
as analytics, marketing and finance henceforth, we decided to provide a holistic
approach for the NGO to strategically plan their long term sustainable growth. In
order to plan the sustainable growth strategy we had to first research on financial
position of the NGO, it’s expense and funding resources till date. Further it was
necessary for the NGO to reach out to the masses and spread awareness about the
cause and the contribution that society can do to make a difference, hence it was
necessary for the NGO to develop a strong digital presence. But doing all these
thing one of the major factor we have to keep in mind that they have lack of funds
and can’t spend a lot on promotion so we need to provide viable and holistic
promotional plan for Riya Foundation.

Action Plan

First before any promotion we need to understand the sources of fund and ways
by which NGO is getting money to do all these activity for the purpose we took 3
years financial data of NGO from there books of accounts. We studied there final
account, Cash flow, Partnership deed and other financial information provided by
NGO and auditor.

By analyzing the data we got to know 2 main sources of funds are Donations and
Fees by student and there is a huge difference between both of them. Donation
account of nearly about 90% of funds and our main goal from promotion is to
maximize these funds.

But for doing so it is important to understand from which area the NGO is getting
maximum funds from. And how broad is the branches of Riya Foundation spread
across the country.

For analyzing so we looked at cash flow statement breakup and divided the funds
in two areas, one is from Mangalore and other is outside Mangalore.
 Donation Percentage

21%

Mangalore
Outside

79%

The pie chart show the division of donation on the total person contribution to the
NGO, it show out of 100 person donating 79 are from outside Mangalore and 21
are from Mangalore.

But we need to understand the amount of money they earn as well for that we did
analysis and came with same amount received region wise.
 SUM OF AMOUNT RECEIVED PERCENTAGE
Mangalore
16%

Outside
84%

This pie chart shown helped us understand if the NGO earn 100rs out of that 16rs
is from Mangalore they earn and 84rs from outside Mangalore.

This data analysis helped us a lot in understanding the flow of money and
importance of promotion in raising of funds.

We further made 4 different action plan which are given in brief:

Government Schemes and funding

INTRODUCTION

Indian Government, at all levels, announces Welfare Schemes for a cross section
of the society from time to time. These schemes could be either Central, State
specific or a collaboration between the Centre and the States. Its main goal is to
provide an easy and single point access to information about several welfare
schemes of the Government and their various aspects including eligible
beneficiaries, types of benefits, scheme details etc.
These schemes can be beneficial for the foundation as they are one of the main
sources of fund which can be accumulated easily, because after analyzing the
problem the main aspect was to from where the funds should come.

PROBLEM STATEMENT

The purpose of this study was to analyze the sources of fund, and how to increase
the flow of funds for the foundation.

SIGNIFICANCE OF THE STUDY

The solutions provided by us will help the foundation to get some extra funds
easily and how the promotional activities will help to increase the awareness
among the people. As the current problem faced by Riya Foundation is from
where to get funds for investment so that they can pursue their day to day
activities and how to divert these funds for promotional activities as well, so that
awareness among the people can be created. This part of study will provide
information related to various schemes of government which can be
implemented for the benefits of the PwDs and other sources from where the
funds can be raised.

FINDINGS

After studying the bank statements and financials of foundation, there were two
platforms from where the funds are coming i.e. online and offline, there were
some government schemes related to rations but more schemes can be
implemented which can be helpful for funding the foundation and their goals i.e.
increasing awareness among the people through promotional activities, so this
part will include findings related to government schemes and promotional
activities which will help the foundation to increase awareness among the people
about their foundation.

Following are some schemes:

1. State Disability pension

The disability pension is administered by the revenue department of
Karnataka and is termed as monthly maintenance allowance. There are two
categories of allowance one is given to those who have disability below 75
% and are given Rs 400 per month. Those persons with disabilities who
have above 75% disability are given Rs 1000 per month. This is fusion of
Indira Gandhi National Disability Pension Scheme.
Eligibility Criteria
a. Family income should be less than Rs 11,500/- per annuum and Rs
24000 per annuum in Rural as well as in urban area respectively.
b. Resident of Karnataka at least since last 10 years
c. Above 16 years (some amendment is in the process to remove the age
limit)
Documents required
a. Income proof
b. Disability certificate
c. Three Passport size photo
d. Address proof
Procedure for application
Application form can be obtained from the Tahsildar of each block or from
the district disabled welfare office at the district headquarters and submit
at the same place.

2. Assistance to Disabled Persons for Purchase / Fitting of Aids and

Appliances (ADIP Scheme)
 The main objective of the Scheme is to assist the needy disabled persons in
procuring durable, sophisticated and scientifically manufactured, modern,
standard aids and appliances to promote physical, social, psychological
rehabilitation of Persons with Disabilities by reducing the effects of
disabilities and at the same time enhance their economic potential.
Assistive devices are given to PwDs with an aim to improve their
independent functioning, and to arrest the extent of disability and
occurrence of secondary disability. The aids and appliances supplied under
the Scheme must have due certification. Quality of outsourced aids and
assistive devices including individual parts to be procured by Implementing
Agencies for distribution under the Scheme is to be ensured through
Government certifying agencies as specified by the Department of
Empowerment of Persons with Disabilities (Divyangjan).
The Scheme shall also include essential medical/surgical correction and
intervention, prior to fitment of aids and appliances, as per the following
norms:
(i) From Rs.500/- to Rs.1,000/- for hearing & speech impaired.
(ii) From Rs.1000/- to Rs.2,000/- for visually disabled.
(iii) From Rs.5000/- to Rs.10,000/- for orthopedically disabled.

3. Financial Assistance for skill training of person with disabilities

a. The scheme aims at providing Financial Assistance for skill training of

person with disabilities
b. This will cover Persons with disabilities (PwDs) with not less than 40% of
disability and also having a disability certificate to this effect issued by a
competent medical authority.
c. 30% of reservation for women candidates: as an endeavor to encourage
women, 30% of total intake of each training program shall be embarked
for women candidates.
d. The scheme will operate through training institutions recognized by the
department as per the eligibility conditions contained in this scheme.
 4. Letter to Prime Minister Office
For public grievance redressal, there is a dedicated portal where you can
write directly to the PM, tell him about your problem, attach documents if
required. You can write to him at-Write to PMO about your detailed
problem.
The MyGov: A Platform for Citizen Engagement towards Good Governance
in India portal gives a lot of options for interaction too. You can interact live
during talks, radio broadcasts, forum discussions etc. Team PMO responds
actively. You can also download apps from play store or IOS app market, it
has dedicated options to write to PMO about your problems.

Other sources through which funds can be raised are :

a. Placing donation boxes

b. Funds raising from corporate under CSR
c. Online donations through websites
d. Organizing awareness events
e. Organizing fund raising events
f. Sending e-newsletter for programmes and activities
g. Create social media groups

There are various schemes through which PwDs can get funds and those funds
can be used for promotional activities which will directly create awareness among
the people, these schemes can help the foundation in their medical camp which
can be done on a greater platform. Training scheme can help the foundation in
their learning centre for conducting various training programmes for PwDs, while
the Pension scheme can bring in regular funds for helping the special children to
fulfill their basic needs. Other sources of financial aids specified can help them in
raising their funds as well as promoting their foundation, which will create
awareness among the people in the local area as well as nearby cities.
 Promotional Plan Strategy
In this era of digital platforms, it’s utmost important to have an effective
promotional plan to raise awareness and visibility regarding the cause the NGO
supports. The promotional plan would help the NGO’s to effectively align with
their goal .

Problem Statement

Riya Foundation is a Ten year old NGO, though the NGO has created pages in
various social media platforms ,the NGO is not able to clearly define and
communicate the problem over their social media post. The need of the hour is to
have a planned promotional strategy to raise funds or awareness.

Significance of the Study

Promotion refers to all key communication tools that you use to provide
information, about a product or service, to the different stakeholders (whether it
is informative or it appeals to their emotions). These include: Advertising, Sales
Promotion, Public Relations, Personal Selling and Social Media. In NGO this might
be represented by the promotional and communication material used in Social
Media, in the Website, in Blogs and also with In-person Events (like fundraising
events).The strategically laid promotional plan helps the NGO to effectively
communicate the contribution they would need from the society to make a
difference for the cause NGO supports.

Findings

1)Define your problem: Before every post on social media the NGO needs to
define what it wants to communicate via the post and it’s outcome (Volunteering
or funding).

2)Differentiation: Riya foundation is the only therapeutic centre with homely

environment in Mangalore ,which caters not just to the special kids but their
parents as well. This differentiate Riya foundation from the other NGO.

3)Connect young minds-NGO can recruit campus ambassador from the near by
colleges .This would not only help NGO to fulfil the volunteer and intern
requirements but also to spread word of mouth promotions.

4)Community connect-Building a community among the parents of special kids

and embracing the lifestyle they have creates a strong community connect.

5)Advertisement: The Local media channels and others advertise NGO initiative
free of cost as part of their corporate social responsibilities.

6)Event Calendar: A planned event calendar would help the audience to know the
events in the NGO and accordingly schedule their visit or donation plans.

INTRODUCTION
A website is a collection of related network web resources, such as web pages,
multimedia content, which are typically identified with a common domain name,
and published on at least one web server. Website plays an important role in
enhancement of any business or other related things. People search google for
businesses, products, services, information, etc. The days of relying on phone
books are long gone. If someone needs to find an information, they are most
likely turning to the Google to find it. When people search for something that
your work offers or specifically your business, you want to show it up. And not
just show it up but show up and look good.

Looking good is important for a website because often your first impression you
give potential customers. If they found you through a google search or through a
link their friend gave them, your website will be your top point of contact with
them. Before they even see the store or talk to your working staff, they will look
into your website. You want that first impression to be the good one.

Website Management

PROBLEM STATEMENT

The purpose of this study was to find the limitations of the website of Riya
Foundation and provide them with proper solution which in turn will help in
optimisation of website.

SIGNIFICANCE OF THE STUDY

The solution provided by us will result in the enhancement of the website of Riya
foundation. Current problem faced by Riya foundation is funding. Promoting Riya
platform on digital platform will provide it more significance and for this, the first
thing we needed to do was optimising their website, so that the information
seeker gets the proper information at right moment of time. A website can also
be used for CSR purpose. If a company is planning to do a CSR for Riya
Foundation, the first thing they will do is go to the online platform to search for
information. Hence, optimisation of website will help Riya foundation in creating
value for the society.

FINDINGS

After doing a study on current website of Riya Foundation, multiple areas for
enhancement were found.

1. Payment Portal
For NGO’s, Payment portal is must for their website. Because, for
donation, it’s the fastest mean of payment transfer. When Donate tab of
Riya Foundation’s website was viewed, it was seen that the website only
consisted of information related to account number, cheques and demand
drafts. If some individual wants to donate some amount , then they can’t
donate it at same time. Offline payment takes time.
To be more enhanced, payments options like Paypal, Paytm, GPay should
be added to the website to make the payment process fast. Adding QR
code may be helpful. Payment through Credit/Debit cards can also be
added in the payment portal.

2. Awards and Recognitions

Adding Awards and recognition in the website helps the website to stand
apart from other websites or competitors. Showing awards received by
the government or through any other medium will help the NGO to
position themselves as one of their kind and help them differentiate from
other NGO’s as well. If someone is seeking an NGO for the betterment of
their children, they’d most probably want to put their children in
recognised ones. Hence, putting their awards and recognitions by Riya
Foundation will add positive values in the website.

3. Mission and Vision Statements

The vision and mission statements provide a focal point that helps to align
everyone with the organization, thus ensuring that everyone is working
towards a single purpose. This helps to increase efficiency and productivity
 in the organization. This also provides long term goal of an organisation.
Riya foundation works on betterment of an individual by providing them
with proper platform to show their talent so that the children can add
value to the society. After achieving the purpose, how will the world look
should be mentioned in the website. Vision and mission statement will
also help the NGO in attracting companies for CSR activity. Companies look
for long term goals of an organisation for doing CSR. Hence, mission and
vision statement are vital for any organisation.

4. Success Stories
Success stories involves how the organisation have changed someone’s
life. While working in Riya Foundation, it was noticed that many special
children have made progress in very fast rate. These kinds of stories
should be heard by everyone. If some parents are seeking for an NGO, will
look at the improvement level of currently admitted students. Putting
these stories in the website will enhance the website and create visibility,
credibility and clarity around the value and application of change
management. Hence, adding success story will help in optimisation of the
website and furthermore will help in increasing traffic to the website.

5. Photo and Video gallery

Photo and video gallery are important factors of any website. The person
seeking for the NGO should get to know about the environment through
gallery only. Putting videos of children doing activities such as playing,
doing drawings and solving puzzles will let the parents know that how the
children in Riya foundation are trained. Videos of teacher explaining about
the therapies (yoga therapy, speech therapy, etc which are being provided
in Riya Foundation) and their benefits should be added to the website only
so that if an individual is visiting the website, he/she gets the full
information of the NGO there only.

6. Disbursement of funds
There should be proper transparency between the NGO and the Donors.
An individual, who is donating some amount in the NGO, should know
where the amount is being spent on. Hence, proper information of the
 amount spent and in what sector should be added to the website such
that the transparency between the NGO and the donors increase.

CONCLUSION

A quality website is clean, well-organized, easy to navigate, clear/concise, modern

(in terms of style and layout), functional, branded, and motivates the visitor to do
business with you. Information such as hours of operation, location, and contact
info should be extremely easy to find. Although the website of Riya foundation is
one of its kind. The services they provide such as home shelter, daily blogs and
Riya learning centre are very rare to find in other NGO’s working in similar
platform. The points found by us such as payment portals, Mission and Vision
statements, Awards and recognitions, Success stories, Photo & video gallery and
disbursement of funds can be added to the website to make it more optimised
and enhanced. A person seeking information from Riya Foundation website
should get every information from the website only. Hence, optimisation of the
website should be done to make the website more efficient.