CRM Model –

Akshaya Patra
Internal assessment - I

Group 3:
Ankit Trivedi 18DM027
Ekadsha Sharma 18DM065
G Anirudh Raghav 18DM069
Madhav Raj Prakash 18DM108
Problem Statement

Use the Customer Relationship

Management Model to develop a plan for
Akshaya Patra to implement CRM. You
may use the internet and other sources to
gather information which may assist you
in completing his assignment.

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Two facets of CRM in an NGO

So we concentrate on building a
CUSTOMERS – 13,000 Fund
CRM Raisers
model & Patra for
for Akshaya
schools across 12 Corporate Partners
the Fund raisers and Corporate
partners since they are the source
states of revenue generators the
organization

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CRM Model
Create a Database

Analysis

Customer Selection

Customer Targeting

Relationship Marketing

Privacy Issues

Metrics

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 Create a database
• Create an existing database of Government partners, Corporate
partners, Institutions & Organizations and Individuals.
• Define the role of each of the partner plays with the Akshaya Patra
(collect the contact points, channels to reach them etc..) and use it for
segmentation
• Collect the transaction history for each of the account created in the
CRM software. (The donation fee, Frequency of transactions,
Partnership deeds, Reasons for donations, Important dates etc..)
• Make notes in the CRM database of the response to a marketing
stumili, i.e weather a customer is donating for a cause or a CSR activity
or any other reason for personalizing the stimuli for each customer
• Finally, collect the database of potential customers form charity
events,
2/7/2020 government schemes, website visits, philanthropy events, CSR
5
 Analyzing the data

• Use the data to profile each customer, use this data to customize the
message to obtain more finds from the supports
• Assign a ‘ Lifetime Customer Value’ (LCV) score for all the partners,
organizations, individuals etc..
• Since Akshaya Patra is a non-profit organization, the LCV can be based
on the following
– Amount of funds given
– Support given through infrastructure and logistics
– Frequency of the support/ donation
– Longevity of the support provided
– Cost of retaining a supporter
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 Customer Selection
• Akshaya Patra being a non-profit organization, has to spend it’s
finances wisely, and hence it is necessary for the organization choose
its supports carefully.
• Profitability of each organization, partner and supporters of Akshaya
Patra is available through the analysis of LCV
• Thus, the marketing team will choose and focus on customers from
each segment
• Although retaining is one aspect, Akshaya Patra should also keep a
track of future potential supporters and growth through expansion of
support base to reach the mission of feed 5 million children by 2025

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 Customer Targeting
Akshaya Patra has to target each customer segment differently to
maximise its funding to support the mid day meal program & is done as
follows
• Individuals: Approaching them directly while visiting ISCKON temple,
Distributing pamphlets, put up hoardings, cold call/ mail potential
supporters or philanthropists and by creating social media awareness
• Organizations & Institutions: As a CSR activity for an organization;
Persuading them through direct meetings, calls, email. Getting more
grants, supporters in an organization etc.. software like sales force
allow highly customised/ individualized mass mailing.
• Government: By granting funds, by helping them develop in other
states, Contribute through Govt CSR mandates, helping in operations in
other states
• Corporate
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partners: Banks can help through free transactions, 8
 Relationship building
It is the most important step for an non-profit organization. Akshaya Patra
needs its partners and supporters to help raise fund and help the
organization in its operations:
• Community building in an utmost important activity for Akshaya
Patra. This would help them reach a greater network. By creating a
community and making them understand about their good deeds will
make sure that companies come back to support Akshaya Patra again
later on.
• Customer service – it is essential for the corporates to claim for CSR
and claim tax benefits for their contribution, Akshaya Patra can help
them by making all the documents making the work easier for their
supporters. A CRM software would easily generate all such documents
automatically
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and send it to its customers 9
 Privacy Issues

• Akshaya Patra has a duty to keep its supporters data

in a secured manner without leaking it to the other
companies.
• It should maintain the transactions with its
supporters very safely.
• It is essential to safeguard the names of its
anonymous donors from the public .
• It must use secure payment gateways to protect it’s
fund raisers bank transactions safe.
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Metrics
A software like Salesforce world display several metrics,
these metric would include dashboards, Key performance
indicators and Lifetime Customer Value
• Any marketing representative would be able to make use
of this metric to improve the retention of Akshaya Patra’s
supporters
• It would allow the organization to understand the
frequency and repeat donations helping in sending out
marketing message at the right time
• These indicators will also maximize the fund raised by the
organization
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THANK YOU