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Bagbhaan Ambassador Program

Final Report

Team Hope
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Contents
Executive Summary....................................................................................................................................... 3
Introduction to Baghbaan University Ambassadors Programme ................................................................. 5
Progress against KPIs: ................................................................................................................................... 6
Training ................................................................................................................................................. 6
School Visit ................................................................................................................................................ 6
Corner meeting ......................................................................................................................................... 6
Small Medium Enterprise (SME) ............................................................................................................... 7
Awareness Campaigns .............................................................................................................................. 8
Online .................................................................................................................................................... 8
Offline ................................................................................................................................................. 10
Recruitment Drives ................................................................................................................................. 12
Fundraising for 4 classrooms .................................................................................................................. 12
Takeaway from the programme ................................................................................................................. 13
Opportunities for improvement in the programme ................................................................................... 14
Objective of the Program ........................................................................................................................ 14
KPIs .......................................................................................................................................................... 14
100 pledge target ................................................................................................................................ 14
Digital Marketing................................................................................................................................. 14
Non - Digital Marketing ....................................................................................................................... 14
Criteria of KPIs not defined ..................................................................................................................... 14
The use of tools ....................................................................................................................................... 15
System of Appraisals ............................................................................................................................... 15
Ambassadors affairs personnel ............................................................................................................... 15
Free rider problem .................................................................................................................................. 15
Fundraising Input Details ............................................................................................................................ 16

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Executive Summary
Baghbaan Ambassadors Program recruited students from different universities, including
IBA, in an attempt to support TCF's aim to provide 1.5 million out-of-school children with
quality education.

This program laid out some steps in the form of KPIs to make the process easier for the
ambassadors.

These KPIs not only included fund raising, but also worked on individual personal
development through training sessions and corner meetings.

The first KPI was to attend all the arranged training sessions. Two official training
sessions were arranged. The first was conducted with the purpose of introducing all the
ambassadors to the Baghbaan program and the second one was conducted to improve our
presentation and communication skills.

The second KPI was the school visit. Team Hope visited Saudabad TCF campus with a
university fellow. The visit to school played an important part in strengthening our
motivation towards achieving the Baghbaan aim, providing the underprivileged with quality
education.

Three corner meetings were to be conducted for the completion of the third KPI. The
first one was conducted by two of our team members who invited their family members
for the meetings. This meeting was effective and the attendees seemed interested and
some of them promised to support the TCF cause. The second one was conducted when
other members from the team hope invited their friends for the corner meeting at one of
the team member's house. This meeting was more about communicating the cause of TCF
and pursuing these people to contribute in any way possible.

Fourth KPI was to conduct a meeting with an SME.

The fifth KPI was to run awareness campaigns. This was done by raising awareness through
digital and non-digital means.

Digital marketing included celebrity endorsement, Ali Gul Pir collaborated with us to
achieve this goal. Other ways of digital marketing were using the TCF frame on Facebook
and running the 'Did you know?' online campaign through which we communicated facts and
figures about TCF. We also collaborated with Parhlo to publish an article about TCF’s work
and to gain support for our campaign.

Non-digital marketing comprised of setting up donation boxes at different locations such

IBA cafeterias and Saeed Ghani branches. Another way of non-digital marketing was

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selling TCF coupons. A total of 42 coupons, each coupon for Rs. 500, were sold. Expo
Center volunteering was also a part of our non-digital campaign.

The sixth KPI- recruitment drive, will be conducted alongside TCF in September, 2018.

The last KPI was fund raising for 4 classrooms. A total of Rs. 285,898 was raised by our
team. This includes raising funds through coupons, one time donations, donation boxes and
pledges.

All these KPIs provide university students with an opportunity to contribute in the TCF
cause, by creating awareness and raising funds. The Baghbaan program not only helps
students fulfill their internship goals, but also pushes them for self-development, training
them for the corporate world.

However, there are areas where this program needs improvement. These areas include the
overly ambitious target for 100 pledges, low emphasis on non-digital marketing, undefined
criteria for assessing digital and non-digital marketing, system of appraisal for each
member, free rider problem and more.

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Introduction to Baghbaan University Ambassadors

Programme
The Citizens Foundation provides a great opportunity for students currently enrolled in
universities to help increase donations and be part of such a good cause. The students
chosen for this purpose are always under the guidance of an experienced mentor who can
provide them with valuable advice at every step, not only helping the students to
accomplish their internship goals but also helping them enter the real corporate world and
the chosen ones have to go through comprehensive training sessions and visit the TCF
school so that they really are sold to the idea of the cause before they convince others.
In order to give the students a hint of the real corporate world, the internship infuses a
mixture of corner meetings, online and offline awareness drives, face to face meetings and
corporate presentations to small and medium enterprises.

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Progress against KPIs:

Training
On 17th of February, 2018 a training session was held for our newly recruited team. It was
conducted by Mr. Asfandyar and his colleagues. All the 6 of our group members attended
this training session. It was an introduction to the Baghbaan program and how to go about
spreading awareness in the community.

On 3rd of March, 2018 another training session was held. The aim of this session was to
train our team members on how to give an effective presentation and how to communicate
a message effectively. This session was conducted by Stonehenge Communications.

School Visit
On 16th of March, 2016, our team along with a student of IBA, visited the Saudabad TCF
school. Visiting TCF schools left a great impact on our lives. To see all these kids study and
follow school discipline made us nostalgic and we could not help but remember when we
used to be in school ourselves. Also the fact that these students were being provided
best quality education within such a low fee structure is praise worthy. From school
furniture to maintenance to curriculum, nothing is being compromised. This definitely
reflects TCF's main ideology.

Figure 1: Group picture with TCF Students

Corner meeting
On 26th of July, 2018, two of our group members conducted a corner meeting with their
friends and family members. The meeting was effective and some of the attendees

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promised to support the TCF in achieving their goal and working for the cause. 9 people
attended this meeting.

Figure 2: Corner Meeting #1

On 29th of July 31, 2018, a get together of friends was turned into a corner meeting. A lot
of cross questioning took place and some suggestions were put forward by the attendees.
Also the attendees were eager to work on field in helping TCF achieve its goal of 1.5 million
students.

Figure 3: Corner Meeting #2

Small Medium Enterprise (SME)

The SME is expected to be conducted on 4th August 2018.

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Awareness Campaigns
Online
a) Celebrity endorsement
Ali Gul Pir collaborated with us to help us in spreading awareness about TCF and its
cause. The video of Ali Gul Pir supporting TCF’s cause is available on our trello page
under Awareness Campaign tab.

Figure 4: Ali Gul Pir with two of our team

members

b) Did you know?

We initiated and online marketing tool of Did you know? To spread the efforts of the
TCF in education sector of Pakistan.

Figure 5: A poster from Did you know marketing strategy

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c) Facebook Frame
A TCF frame was made by a group member which was used by us, our friends, and
mentors. It helped us in making more people aware about TCF.

Figure 6: Facebook frame used by our member

d) Miscellaneous

Over the period, we used different techniques to market TCF like sharing our experience
of the school visit, and marketing the placement of donation boxes in IBA, the details of
which are present in the digital marketing progress report uploaded on trello.

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Figure 7: Poster made by us to market donation boxes

Offline
a) Donation boxes
Donation boxes were set up in IBA cafeterias and Saeed Ghani franchises. 2 were kept
in IBA while 6 were kept at Saeed Ghani franchises across the city. The amount raised
from IBA during one-month period was 7,848 while the amount is yet to be collected
from the Saeed Ghani branches.

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Figure 10: IBA_Adamjee cafe Figure 9: IBA Aman cafe

Figure 8: Saeed Ghani Millenium Mall

b) Coupon book
Coupon books were used to raise donations by our group members. We asked for
donations from our friends, family and acquaintances. A total of 40 coupons of worth
Rs. 500 were bought.

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c) Expo center volunteering

Our team volunteered at expo center for TCF in which visitors were approached and
were told about TCF. The total time for volunteering was 2 slots. 2 coupons were sold
which were provided to our team members by the TCF supervisor present there.

Recruitment Drives
We will facilitate TCF to carry out the recruitment for the next cycle in September.

Fundraising for 4 classrooms

A total of Rs. 285,898 were raised by us during the complete internship period. The
details of the source are mentioned at the end of the report under Fundraising Input
Details.

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Takeaway from the programme

TCF’s Baghbaan programme has provided us with the opportunity to showcase our skills and
learn new skills that will be of importance in our future professional life. First, this
internship has taught us to be calm and maintain the ability to absorb as much as we can.
Working in a new setting, dealing with a sea of information and most importantly being
given the task that involves all six of us to take command proved to be quite a challenge.
But we believe we have managed to deal with it during our time working for TCF.

Another important takeaway was the chance to build relationships. Relationships not only
with the faculty working at the TCF head office but also with young students of TCF.
When we visited one of the TCF school in Saudabad we witnessed the energy and passion
of the students. It was only after spending time with them that I personally had realised
that these students will one day change the future of Pakistan with their incredible
dreams. I learnt that these children unlike the many privileged children of Pakistan, will
never take their education for granted. Our mentors, Miss Nazlee and Sir Junaid played a
pivotal role during our internship. They came into our lives as mentor but ended up being
our friends. We got to learn a lot while being in their company. They taught us to be
passionate about our work, respect our work, but most importantly help us realize how our
work can change the lives of underprivileged children and on a bigger scale CHANGE
PAKISTAN.

The programme has taught us to maintain time management. Our internship started during
the second week of February and we were told that we had to complete our KPI’s in six
months. Hence, under the time frame provided we had to complete the following: our
training, school visit, corner meeting, small medium enterprise corporate presentations,
awareness campaigns, recruitment drive, fundraising for 4 classrooms. The challenge was
not only to complete the KPI’s under the given time frame but our ability to handle along
with this our social and personal life. Indeed, there were times when our studies and
exams would hinder our performance. But this only taught us to learn multi-tasking which I
believe will help us in the future when we are in a full-time job.

Through this internship, my team and I learnt to deal with the right audience and the right
way to approach them. We learnt that when asking for donations, how big numbers can
scare off the donors, but a small figure won’t leave you being disappointed.

But most importantly this internship has helped us to realize the tremendous amount of
effort that TCF is putting to make agents of positive change. They have opened our eyes
to the horrors many uneducated children are facing and how education can help to make
their lives better.

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Opportunities for improvement in the programme

Objective of the Program
The program mainly focuses on raising funds rather than making an impact. A group will
mainly be evaluated on the basis of the amount it has raised rather than the impact it has
created through its work. TCF needs to make itself a household name but a group reaching
out to more people, creating more impact but failing to raise the target fund may be
considered as a failure in comparison to the group which raised the target fund even if it
raised the target amount from few sources. The objective of raising funds should be
secondary to creating impact. Also, as most of the funds are raised from relatives, such
emphasis on raising funds will mainly attract interns from a certain class.

KPIs
100 pledge target
This is an overly ambitious target which may serve as a demotivating factor for groups
that are far away from the target. A more reasonable target should be decided. This can
be done by taking the average of the number of pledges raised by each group after the
end of first batch and adding 20 pledges to it to make it look challenging yet achievable.

Digital Marketing
Digital Marketing can be used to reach a good number of audience. Basic poster making
training could be provided to few members of each group by TCF. A cheap alternative
would be to provide resources so that ambassadors can learn poster making themselves.
This skill development will also provide incentive to students to be part of the Baghbaan
Program.

Non - Digital Marketing

Hardly any emphasis is given on non-digital marketing. Ambassadors should be encouraged
to carry out projects as part of their non-digital marketing campaign. Ambassadors may
use their contacts in brands to carry out any TCF related activity. Special support should
be given to the groups regarding this matter and special care should be taken as they will
be using TCF’s name.

Criteria of KPIs not defined

Ambassadors are clueless about the extent to which they need to go with digital and non-
digital marketing as the criteria of these KPIs are not defined. This may result in under or
over work by the teams. Examples could be given which can serve as a yardstick against
which ambassadors can evaluate their campaigns and anticipate the resultant credit hours.

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The use of tools

Proper training should be given to the groups on the use of Trello boards. Google sheets
for information like fund raised, schedule should be made for each group where they could
fill out relevant updates making it easy to track the progress of each group.

System of Appraisals
A system of appraisals should be established whereby mid and end term appraisal should
be taken by mentors. Targets should be set in the beginning and it should consider
whether the targets are being met and its effectiveness. This will increase the amount of
responsibility and accountability of each ambassador.

In addition to that, there should be mentor evaluation too to determine whether mentors
are giving enough help and time. This can be done with the help of the results of the
anonymous google forms filled by the ambassadors.

Ambassadors affairs personnel

We have personally seen the program director taking care of small things relating to the
day to day activities of groups. It may be counterproductive if a director consumes
his/her time and energy on small scale issues. Therefore, there should be a coordinator
who should take care of all the small details, track the progress of each group,
communicate all the necessary information, and help the ambassadors with queries. This
will also reduce the dependence on mentors so mentors can give their time on even more
important aspects.

Free rider problem

This is a general problem pertinent to every group where some people take the benefit of
the work done by their team members. A complaint system may not be effective to
counter this problem as generally people don’t complain against their friends. Mid and end
term appraisal should be used to evaluate the performance of each individual. Credit hours
could be set aside and should be rewarded on the basis of individual contribution. This will
motivate high performers and keep a check on free riders.

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Fundraising Input Details

The funds for the Baghbaan program were generated using a diverse range of sources.
These include:

SOURCE SUMMARY FUNDS RAISED

A total number of 42 coupons were sold. Of these,
Coupons two of the coupons were sold by the team Rs21000
members in an event held at The Expo Center.

Pledges Our team managed to get a total 7 pledges. Rs105000

Donation Boxes at IBA:

We managed to get a number of donation boxes Rs7848
Donation boxes placed in IBA Cafeterias and Saeed Ghani outlets.
Donation Boxes at
Outlets:
Yet to be collected.
Our campaign received funds anonymously through
its online link. The link was promoted through Rs10,750
Anonymous donations online marketing (celebrity endorsements, social
media etc.) as well as offline marketing.

Onetime cash donations Direct cash donations collected from individuals by Rs141,300
the team members

Corner meetings A total of two corner meetings were conducted.

SME To be held on Saturday, 4th of August 2018.

Total Funds Generated Rs285,898

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