SOCIAL MEDIA PROJECT PLAN

Objective – Fundraising and increasing social media presence for Raay Foundation, reaching
the right target audience effectively and through targeted contect for different target
segments.
Tools Used – Facebook Ad Manager (rest to be added)
Timeline – For a period of 1 month
Week Period Tasks
1 Week 1 Analysis of Social Media
platforms (Existing),
Current Social Plan, Gap
Identification, Defining a
Target/Goal, Setting up of
Fundraising Gateway and
Defining Persona of Target
Audience along with
Content posting schedule

2 Week 2 Content Creation, Targeting,

Constant analysis of data,
Planning on-ground activity
3 Week 3 On-Ground Activity,
Constant analysis of data

4 Week 4 Assessment, Test Control

Methodology for
Measurement/Evaluation,
Data Analysis, Drawing
inferences and Project
Conclusion

Test Control Methodology – By analysing reach and fund raised before and after the social
media campaign and also comparing the same parameters across different geographies
where social media content was used and not used
Matrix for Evaluation/Assessment- Two main evaluation criteria will be gauging reach to
the right audience, action taken by audience at various levels and final fund raised through
social media content
Access to brand page of NGO – The NGO has agreed to let us have access to their page.
However, we would need to inform them what purpose we will be using the page for. The
formal communication regarding the access via mail is awaited and will be shared soon.