1

IndiaAhead(IA)
isanonprofitorganizationthatconsistsofmorethan50localofficesin
India.
IndiaAheadMumbaiChapter(IAMC)
isoneoftheselocalofficesbasedintheMumbai
Area.Typicallythelocalofficesworktogetherwithprivateandsocialsectororganizationsto
pooleffortsinfundraisingcampaigns.Thesecampaignstypicallyaddresspressingcommunity
issues,usuallyaroundeducation,incomeorhealth.
IA
firstseekstoeducatethepopulation
aboutthesecampaigns,thensolicitsdonations.
Currently,thereisaneconomicdownturninIndia.ThispresentsachallengeforIAMC,
becausedonationsaredecreasingwhencommunityneedisatitshighest.ThePresidentof
IAMChasreachedoutto
you
toaskforsupport.Hetellsyou:Ineedyourhelponimproving
ourcampaigneffectiveness,whichwedefineasthenumberofrupeesdonatedperrupee
spentonthecampaign.Wereallyneedtofocusonincreasingdonationsinthesetimes!
Acampaignisusuallyorganizedbyagroupofpeoplecalledacampaigncabinet.Thisgroup
includesIAMCstaff,aswellasvolunteersfromthegeneralpublic;theactualcampaignworkis
conductedbyvolunteers.

1. GiventheaimsofthePresidentofIAMC,whichwouldbetheLEASTrelevantquestionforyou
toanswer?
A)HowcanIAMCgetbetterattargetingpeoplewhoarelikelytodonate?
B)HowcanIAMCengagewithpeopleinwaysthataremorelikelytoresultindonations?
C)HowcanIAMCcontactandcommunicatewiththeirdonorsinalowercostway?
D)HowcanIAMCimprovetheexecutionofcampaignsbythecampaigncabinet?

2. WhichofthefollowingpiecesofinformationwouldbeLEASThelpfulinbetterunderstanding
thecurrentIAMCsituation?
A)Totalamountofdonations,inIndianRupees,collectedbyotherIAofficesacrossIndia.
B)ComparisonofdonationsmadetoIAMCbyonetimedonorsversusregulardonorsoverthe
past5years
C)MarketresearchonthepublicawarenessgeneratedbyIAMCcampaignsoverthepast5
years
D)ComparisonofcampaigneffectivenesswithotherlocalIAoffices

TheteamgathersmoredataonIAMCandonotherIAoffices.Exhibit1showsthetotal
donationsandtotalcampaigncostsinmillionIndianRupees(INR)forvariousIAofficeslast
year.

3. HowshouldRegionsAtoEinExhibit1berankedaccordingtotheircampaigneffectiveness
fromhighesttolowest?
A)C,E,D,B,A
B)C,A,D,E,B
C)C,E,D,A,B
D)A,B,D,E,C

4. AssumingIAMCcouldreachthehighestcampaigneffectivenessofallotherregionsonExhibit
1,bywhatpercentagecouldtheircurrentcampaigneffectivenessbeincreased?
A)196%
B)235%
C)296%
D)335%

Onepotentialopportunitytheteamexploresisasegmentationofpotentialdonorsaccording
tothetypeofworktheydo,withtheaimoftakingdifferentfundraisingapproachesfor
employeesworkingindifferentoccupations.Theteamidentifies3segmentsofworkers:
Labors:
Employeesdoingmostlymanualwork
MiddleManagers:
Employeesdoingmainlyofficework
Executive:
Employeeswhomostlyhavecollegeoradvanceddegrees,andwho
typicallyworkasseniormanagersinbusiness

Exhibit2showsthenumberofemployeesinthousandsineachsegmentintheMumbaiArea.
Employeesarecategorizedbythesizeofthecompanytheyworkfor,aswellastheirlevelof
contactwithIAMCsofar,orrelationshipintensity.Thegoalistosubsequentlyincreasethe
relationshipintensityforeachsegment,sothateachsegmentmovesclosertothefrequent
contactgroup.
Exhibit2

5. WhichismostlikelytobeTRUEbasedontheinformationgivenonExhibit2?
A)IAMChashadcontactwithslightlymorethan50%ofallemployeesinthe
MumbaiArea
B)SmallcompanieshavereceivedtheleastattentionbyIAMCinthepast
C)Thebiggestproportionofthetotalamountdonatedhascomefromemployeeswith
frequentcontact
D)Thebiggestopportunitytoincreasedonationsistogetintouchwiththoseemployeeswho
workforlargecompaniesIAMCisnotincontactwithyet

Theteamexploresthedonationpotentialforeachofthesegmentsaccordingtothecompany
size.TheteamconcludesthatamediumLaborscompanyemployeewithfrequentcontact
currentlydonatesdoubletheamountofamediumLaborscompanyemployeewithlittle
contact.Theyalsodeterminethat,iftargetedwiththerightapproach,allemployeesof
mediumLaborscompanieswouldincreasetheirdonationbyINR50perpersonperyear.This
willincludeemployeeswhodonothaveanycurrentcontactwithIAMC,whomdoNOTmake
anydonationscurrently.

6. IfIAMCimplementsthetargetedapproach,theexpectedtotaldonationestimateforLabors
employeesinmediumcompanieswillbeINR6.13million.
WhatisthecurrentannualdonationofaLaboremployeeswithfrequentcontactinamedium
company?
A)INR50
B)INR100
C)INR150
D)INR200

7. Inadditiontodonationpotential,whichwouldbetheLEASThelpfulinformationtoconsider
whendecidingtheprioritizationofthedifferentemployeesegmentstoIAMC?
A)Theamountofdisposableincomeofthevariousemployeesegments
B)Thenumberofvolunteerhourstobeinvestedpersegmenttoincreaseemployees
relationshipintensitytothenextlevel
C)Theeffectivenessofpastcampaignswithsimilaremployeesegments
D)TheadditionalbudgetamountsIAMCwouldneedpersegmenttoincreaseemployees
relationshipintensitytothenextlevel