RABTT SUMMER CAMP 2013 MARKETING & MANAGEMENT MANUAL

Education is not the filling of a pail, but the lighting of a fire. -W. B. Yeats

VOLUNTEERS MANUAL

RABTT SUMMER CAMP

CREDITS: Taseer Raza Hassan Director of Marketing Daniyal Ahmad Director Operation & Volunteer Coordination Hammad Anwar Director Social Media

Rabtts Volunteers Manual for Rabtt Summer Camp 2013 is the property of Rabtt. Any duplication, reproduction, or photocopying of the material in this book without the express written authorisation and consent of the Academics Department at Rabtt is an offence under Copyright Laws.

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RABTTTHE CONNECTION
Rabttwhich literally translates to connectionis an attempt to connect with public school students at a personal level and foster the desire to think critically. Rabtt aims to: o Promote independent and critical thinking in students by engaging them with subject material that promotes conceptual understanding of content rather than rote memorization. o Facilitate the personal growth of students with an emphasis on creativity and confidence building. o Develop, in students, tolerance for diversity and differing world views. These specific aims give rise to the organizations mission statement, To promote independent and critical thinking through educational camps, bringing together students and mentors from different classes of society in an environment conducive to learning about new fields of knowledge and broadening the scope of future possibilities in an effort to fulfil Rabtts vision of a generation of students and young professionals capable of critically analysing the possibilities and opportunities present at their disposal and making informed decisions. FOREWORD TO THE MANUAL This manual has been designed to acquaint the volunteer with Rabtts philosophy and methodology. For you and for us, this experience is much more than a few hours spent with underprivileged children. We are trying to create an environment of mutual respect and learning, where each party can understand and benefit from the other. We also attempt to make the process of teaching and learning more enjoyable and hence more impactful for the students, and more rewarding for the volunteer. The manual contains both rules and suggestions for the volunteers. These guidelines have been finalized after two years of experience working with public school children. Volunteers are requested to adhere to them. Should you feel that certain portions of the manual need changes or revision, you are welcome to submit your suggestions in writing. It may seem like 3 weeks is little time, but you will come to realize the astounding impact these few days will leave on your students, and yourself. Remember that the aim here is not a complete overhaul, but to make the students curious and nudge them in the right direction.

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CERTIFICATES OF INTERNSHIP/LETTERS OF RECOMMENDATION Rabtt is a registered NGO under the Societys Act of 1860. Official certificates of internship issued under the organization will count towards community service hours required by various colleges and institutions for admissions, scholarships, and other purposes. Each volunteer will receive a certificate of internship at the close of the project, signed by their respective head of department: o o o o Tooba Fatima for Academics, Training, and Assessment Daniyal Ahmad or Ashab Shahzad for Management and Operations/Logistics Taseer Hassan for Marketing, Fundraising, and PR Hammad Anwar for Social Media

Volunteers may request letters of recommendation from their respective Camp Director or head of department. Volunteers must provide the address to which recommendations must be sent. Please note that certificates of internship and letters of recommendation will only be issued if the volunteer has fulfilled all necessary requirements of their internship: o The volunteer is punctual; any absences are told beforehand to the respective camp director and have legitimate reason. o The volunteers quality of performance is satisfactory. o The volunteer adheres to the code of conduct and regulations laid out by Rabtt. o The volunteer attends Volunteer Training for the full required period. o The volunteer submits all required feedback and assessment forms. o The volunteer submits all required lesson plans (if Instructor). ORGANOGRAM FOR RABTT SUMMER CAMP

Camp Director

Volunteer Coordinator

Instructors

Management

Logistics

DEPARTMENT OF TRAINING AND RECRUITMENT

VOLUNTEERS MANUAL RULES AND GUIDELINES:

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o Timings: All volunteers must remain at their respective school from 8am 1.30pm. Volunteers for sports must reach at 7am. Any exceptions required must be approved by the respective camp director beforehand. o Respect the cultural values and norms of the students: Understand that you are dealing with students from a different background which is more conservative in terms of dress, thoughts, and behaviour. You cant teach them much if the way you dress, what you say, and the way you behave makes them uncomfortable. o Discipline & Punishment: Using physical force as a measure of punishment or discipline as completely prohibited. If a student misbehaves, use methods such as giving them a time-out, taking away a certain privilege, speaking firmly, and in extreme cases reporting to the parents or school administration. o Smoking on the school grounds is strictly prohibited. o Respect your peers and your students: Avoid foul language and act appropriately. Remember that you are always within earshot of your students. o Network/Make Friends: You will be working with some very talented students and volunteers. While you are on campus, get to know each other. Discuss your progress in class, your experience with the students, or your own ideas with others. This will help both you and us. o Be the leader, not the boss, and know the difference: Dont drive the students, coach them. Generate enthusiasm, instead of fear. Dont say I, say We. Fix the breakdown, dont play the blame game. Dont just know how its done, show it. Dont use people, develop them. Give credit where credit is due. Dont command, ask. Encouragement is key.

DEPARTMENT OF TRAINING AND RECRUITMENT

VOLUNTEERS MANUAL WORKING AT RABTT

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o Human Connections: Teaching at Rabtt is more than a linear transfer of knowledge. It is an opportunity for you to form meaningful connections with students from different strata of society. Dont be aloof when youre dealing with the students. Get to know them, explore their opinions, and share yours. o Use Humour: Just because you have to act a little conservative doesnt mean you have to be dead serious. Laugh! Crack (appropriate) jokes! Act silly! Itll keep things from dragging and keeps students interested. o Balance freedom and authority: The classroom at Rabtt is slightly informal, and both students and instructors are more frank and open. This absolutely does not mean that you abandon control. Remain the authority; confidant, polite, and firm. If you lose control of the lesson, you will be unable to fulfil its aims. o Come Prepared: Do your research, know your plan of action, think on your feet, improvise where needed, and if theres still an answer you dont know, look it up rather than passing faulty information. Always have a back-up plan. o Dont be obtuse, but be a challenge: Dont be too abstract or difficult in your opinions, explanations, language, or vocabulary. Simplify things; come down to their level. At the same time push their horizons of knowledge and skill. Challenge them to develop further. o Strengthen Concepts: The norm in many public schools is rote-memorization. Our purpose is to break this routine and encourage them to understand the material they read conceptually. o Encourage the students to analyse, question, and critique o Prefer discussions over lectures: Prefer techniques that are interactive rather than linear. Involve the students. o Be Creative: Use audio-visual aids, activities, games, creative homework assignments, tables and diagrams, etc. o Dont impose your world view: Do not assume that your world view, thoughts, and opinions are better, superior, or more appropriate. The aim is to allow students to reach their own conclusions, not the ones wed prefer.

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MANAGEMENT
ORGANIZATION An organization can be defined as deliberate arrangement of people to accomplish some specific purpose which individuals independently could not accomplish alone. COMMON CHARACTERISTICS OF ORGANIZATIONS Have a distinct purpose (goal); organizations generally tend to achieve a particular purpose to which all their resources and efforts are geared. This purpose usually defines their corporate culture, organizational structure, mode of operations and is defined in the mission statement and vision statement of the organization Composed of people; organizations are headed by people, and their day to day operations are also handled by people. Have a deliberate structure; organizations have a very clear hierarchy, which ensures a clear chain of command and defines the responsibilities, supervisors and subordinates in a way that avoids confusion. This is done in order to ensure the smooth functioning of the organization.

DEPARTMENT OF TRAINING AND RECRUITMENT

VOLUNTEERS MANUAL MANAGERS DEFINED

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A manager is someone who coordinates and oversees the work of other people so that organizational goals can be accomplished. Role of Managers A manager is required to be efficient, i.e. do things right, which means getting the most output for the least inputs. A manager also needs to be effective, i.e. do the right thing, to help achieve the organizations goals.

MANAGEMENT ROLES A manager can have several roles within an organization. Interpersonal Roles: where the manager acts as a figurehead, a leader, or a liaison and focuses on motivating the team and keeping everyone enthusiastic about what they have to do. Informational Role: where they monitor activities to make sure they are going according to plan, disseminate information in order to assist decision making or act as a spokesperson for the organization or team within an organization in order to resolve conflicts. Decisional Role: where the manager has to make decisions regarding things as simple as stationary procurement or as crucial as which 5 year plan the company has to follow.

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A Resource Allocator: where he divides resources amongst the in order to successfully complete the task at hand. A Negotiator: where he needs to bring the discussion to a fruitful conclusion beneficial to both parties either between organizations, or within the organization.

MANAGEMENT FUNCTIONS The management of an organization performs 4 distinct functions, which when combined together in a particular order fulfil the goal of the organization. The four functions are as follows: Planning As defined earlier, organizations have specific goals which they seek to fulfill. Management is responsible for defining these goals. The planning function of management includes defining goals, establishing strategies to achieve goals, and developing plans to integrate and coordinate activities. This function expands the most as managers move from lower-level to mid-level management. Organizing Managers are also responsible for arranging and structuring work to accomplish organizational goals. This can be classified as the organizing function. This includes determining what tasks are to be done, who is to do them, how the tasks are going to be grouped, who reports to whom and where decisions are to be made. Leading As discussed earlier, every organization comprises of people. It is a core function of the management to direct and coordinate the people in an organization. This is called the leading function. It is basically, working with and through people to accomplish goals. When managers motivate employees, direct activities, select the most effective communication channels, or resolve conflicts among members then they are engaging in leading. Controlling The final function of management is controlling, which basically means to ensure that things are going as they should. This function includes monitoring, comparing, and correcting work. The management sets Key Performance Indicators (KPIs) which are then used to measure the success or efficiency of a particular activity, which can help with future planning and improvement.

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PLANNING defining goals, establishing strategies to achieve goals, developing plans to integrate and coordinate activities

ORGANIZING Arranging and structing work to accomplish organizational goals

LEADING Working with and through people to accomplish goals

CONTROLLING

Monitoring, comparing, correcting and work.

Leads to achieving the organization stated purposes

MANAGEMENT AT RABTT:
MANAGERIAL ROLES

DUTIES o Overseeing camp schedule and functioning. o Following progress of classes and seeing that teaching methods and course aims are being followed. o Acting as liaison between Core Team and Camp Team; conveying messages and updates. o Alerting relevant teams for upcoming events (such as trips or guest lectures). o Responsible for keeping strict records of all expenditure, receipts, and track of material each day. o In charge of distributing responsibilities to management. o Managing daily schedule and ensuring classes begin and end on time.

Camp Director

Camp Managers

o Keeping track and contacts of instructors and other managers. o Making sure people are there on time and keeping note of any irregularities.

Logistics

o Responsible for buying all required material for daily functioning, classes, and any events.

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o Responsible for keeping strict records of all finances and expenditures. o Reporting daily expenditures and handing receipts to Camp Director.

CAMP ACTIVITIES

DETAILS o Two guest lectures will be arranged for each Camp, one hour each.

Guest Lectures

o At least three one-hour slots must be free in each Camp Schedule. o Management should be in touch with their respective guest speakers and must make sure all arrangements are made for them. o One field trip is usually arranged for each Camp.

Field Trip

o Management will be responsible for arranging for conveyance, ushering the students and keeping head count, and keeping receipts. o Discussing with school management and arranging for auditorium, sound and lights system, backdrop, etc. o Coordinating with Instructors for programs.

Closing Ceremony

o Sending out invitations and managing guests, school administration, and parents. o Coordinating with media or news personnel present at the closing ceremony.

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SAMPLE MANAGEMENT PROCESS/PLAN

MANAGERIAL FUNCTIONS INVOLVED ACTIVITY PLANNING ORGANIZING Which time slot would be most The purpose of a guest lecture is to provide exposure beyond the subjects Guest Lecture and allow the kids to meet with individuals who can enlighten them. 1 of the three allocated time slots will be used for these lectures. suitable for the guest speaker? Who will coordinate with the guest speaker? What arrangements need to be made for the guest lecture? Multimedia, laptop, props, refreshments? Which place would be best for At least one field trip is planned per camp to give kids a chance Field Trip to go beyond their usual environment to explore educational or fun places in Lahore. How much does transport cost? the kids? Which day would be best for a field trip? Is the weather forecast favourable? How much does it cost? Who is responsible for arranging the transport? Who will arrange the snacks? Who will be responsible for the receipts and payments? Was the budgeted amount the same as the amount spent? How many kids went to field trip? Was the field trip useful for the kids? Was the transport facility suitable? Who is leading this particular activity? Which volunteer is doing what? How to make sure everything is synchronized? Did everything go according to plan? Did the guest lecture start on time? Was there a multimedia/laptop set up done properly? Was the lecture helpful for the children? LEADING CONTROLLING (KPIS)

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VOLUNTEERS MANUAL What will we need during the field cameras, etc.)? How much will snacks and water cost? Who will Has the school auditorium been booked? Which vendor to use for At the end of every camp a closing ceremony is held which showcases what the children have learnt over this Closing Ceremony 3 week period. It allows us an opportunity to recognize their talents, to meet their parents, and to hand them handle

RABTT SUMMER CAMP Who will be responsible for (ushering and headcount)?

trip (snacks, water, the kids

invitations? Who will be in charge of Was the budgeted amount the same as the amount spent? Were the vendors there on time? Did the ceremony start and end on time? Was the sound system working properly? Were the guests attended to properly? Was the stage arrangement adequate?

sound? How many printing? Who certificates need to will be in be printed? What performances will take place? What arrangements are needed for the performances (props, stage etc.)? What media channels, newspapers etc. need to be charge of dealing with the various vendors? Who will be dealing with the media? Who will help out the instructors (Art and Drama) with the performances? How much will light, sound, catering etc. cost? Who will be responsible for receipts and payments?

diplomas/certificates. invited?

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SAMPLE MANAGEMENT PROCESS/PLAN ACTIVITY 1

MANAGERIAL FUNCTIONS INVOLVED ACTIVITY PLANNING The purpose of a guest lecture is to provide exposure beyond the subjects Guest Lecture and allow the kids to meet with individuals who can enlighten them. 1 of the three allocated time slots will be used for these lectures. ORGANIZING LEADING CONTROLLING (KPIS)

At least one field trip is planned per camp to give kids a chance Field Trip to go beyond their usual environment to explore educational or fun places in Lahore.

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At the end of every camp a closing ceremony is held which showcases what the children have learnt over this Closing Ceremony 3 week period. It allows us an opportunity to recognize their talents, to meet their parents, and to hand them diplomas/certificates.

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MARKETING
Marketing is the process by which companies create value for customers & build strong customer relationships in order to capture value from customers in return (contrary to popular belief, advertising is just a small (1/8th) part of marketing). The primary of objective of Marketing is to manage beneficial customer relationships through various tools and to build and maintain desirable exchange relationships.

THE MARKETING PROCESS

Understanding the marketplace & customer needs and wants The marketplace: the set of all current & potential buyers of a product or service. Needs: a state of felt-deprivation; innate to human beings. A need is essential to the survival of humans. E.g. water, food etc. Wants: the form human needs take when they are shaped by culture and individual personality. Wants are not essential for survival. E.g. smartphones, iPads, etc. Demands: wants backed by buying power can be classified as demand. Something that a consumer has the willingness and ability to purchase is what the consumer demands.

DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY Market Segmentation This refers to the act of actively and deliberately dividing the total potential consumers in a marketplace into homogenous sets of customers, or into subgroups of similar needs. E.g., to categorize consumers according to age, sex, geographical location etc.

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Target Market This is the segment of customers that a company can most profitably target; meaning this is the subgroup of total potential consumers in a market place that a company can target most effectively, and will be directing all their marketing efforts towards this group. Value Proposition The set of unique & compelling benefits or values the company/brand promises to deliver to customers to satisfy their needs. Basically, the Value Proposition (VP) is the perceived/potential value that a brand can provide its users/consumers with. PREPARING AN INTEGRATED MARKETING PLAN The Marketing Mix The set of marketing tools the firm uses to implement its marketing strategy, these comprise of the 4 Ps of marketing. These form the very basis of a companys marketing strategy and allow them to see the connection between the various aspects of their VP in relation to the marketing process. The 4 Ps are as follows: This is the VP of the brand/company. It is there to either satisfy a need, to solve a problem or to provide satisfaction of a customers wants. For example, Apple offers various products such as the iPhone, the iPad, the iPod, etc. This is what the customer has to pay in order to acquire that product. There are various pricing methods, techniques and strategies. Each one can either be used individually or together, depending on the situation. This is the location or the placement of the product in the market. This basically refers to how the product is brought in contact with the consumer. For example, Gourmet Cola is only sold at Gourmet outlets because that is where Gourmet has chosen to place its product, as opposed to other retailers like Al-fatah, or Jalalsons.

Product

Price

Place

This refers to the strategies and techniques used to make people aware of the product and its offering, how much it costs and where they can find it. A popular Promotion example is through Print Ads, or through TV Ads and more recently through online advertisements.

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The 4 Ps can be modified according to the target market of a company in order to help them connect with or resonate with the product better. This helps create an association with the brand and cultivates brand loyalty, which moves brands towards building and sustaining customer loyalty. Building Customer Relationships In todays time, when social media makes communication around the world literally just a click away, a company/brand needs to build relationships with their customers in order to be successful in this competitive environment. Customer Relationship Management The overall process of building & maintaining profitable customer relationships by delivering superior customer value and satisfaction. There are various techniques involved in this process, such as loyalty cards which offer special discounts, customer service hotlines and customer help lines. The main purpose of this is to retain customers, because an old customer retained costs less than a new customer attained. Customer Satisfaction The extent to which a products perceived performance matches a buyers expectations. Quality can be defined as conformance to customer needs. A customer is satisfied with a product once it fulfils the needs of that customer.

CAPTURING CUSTOMER VALUE

Customer Lifetime Value (CLV) The value of the entire stream of purchases that a customer would make over a lifetime of patronage. This basically means the monetary value of a customers continues loyalty for his entire life, so if a person was to buy Nestle Pure Life worth PKR25 twice a month for 10 years, then his CLV to the company/brand will be 25 X 24 X 10 = PKR6,000/Share of Customer The portion of a customers purchasing that a company gets in its product categories. This is the monetary value of a brands purchases made by a single customer in his daily shopping, so if a person spends PKR 1,000 during a single shopping trip and buys 2 bottles of

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1.5 litres of Coca Cola (worth PKR 140) in their daily shopping then Coca Cola has 14% of the share of that customers spending. Share of Market The percentage of a product categorys total sales attributable to your brand. This is basically percentage of people in the target market who purchase a particular brand, for example if out a population of a hundred thousand (100,000) only 25,000 people buy Pepsi, then the Share of Market for Pepsi is only 25%. Customer Equity The total combined customer lifetime values of all the companys customers. If the CLVs of all the customers of a company/brand are combined together then this brings us to the Customer Equity of a brand/company, for example if the CLV of 4 customers of Nike is (in PKR) 4,000, 8,000, 12,000 and 6,000 respectively then Customer Equity for Nike is PKR 20,000/These four methods allow the company to calculate the value their brand holds for its customers as compared to other brands and helps them make decisions and shape strategies for the future.

SOCIAL MARKETING AT RABTT

Marketing at Rabtt is different from the conventional marketing adopted by most companies and brands. Their focus is on getting customers, and simultaneously competing with other brands who offer similar products which often results in brand wars and advertisement wars. Brands also use mass media for their campaigns, while Rabtt has its focus on Social Media (Facebook and Twitter) only. Rabtt`s mission and vision need to give people a reason to believe and participate in the cause. That connection, when nurtured and sustained, engenders loyalty, creates advocates and ambassadors, and builds relationships that transcend transactions. Rabtt is relying on social media to reach their target audiences and help make the world a better place. This is because of the reason that Facebook, Twitter and other networks are where the eyeballs are. The focus is on generating awareness amongst public schools (for potential camp sites), in private schools (for potential volunteers) and amongst various organizations (for donations and partnerships). This year Rabtt has also made merchandise (T-Shirts) to be sold to generate funds, in an attempt to become self-sustainable. While working in Social Media Department, the adopted strategies are different than the normally adopted in marketing departments of corporate companies. For instance, in social media, at times we have kept our initial goals modest, because there is no guarantee that an online video, for example, will go viral. That said, make sure you understand what social media measurement tools are available and apply them. Enabling collaboration among your

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organization's stakeholders can result in powerful outcomes. Encourage communication and forwarding of content to extend the reach of your message. 2012 saw more social effort and engagement than ever by non-profits, and the following infographic from MDG Advertising provides a handy overview. Based on statistics from a number of non-profit advocacy groups, it reflects a world of newfound potential for rallying people online for social good. (Source: http://mashable.com/2012/12/12/non-profits-socialmedia-infographic/)

When it comes to building community the top sites are Facebook, Twitter, and LinkedIn. With sites like YouTube, Flickr, Vimeo and iTunes, you can distribute your message. Keeping your membership informed is essential; Twitter, blogs, and Facebook are useful tools. Social media allows you to . . . Connect on deeper and more meaningful levels Focus in on real relationships, not temporary transactions Provide value-added and relevant points of connection Utilize and leverage communication and public relations opportunities in an integrated and fully-branded manner Build community

You Social Media Strategy should have a unified consistent look and maintain a core message as abstract/new ideas are hard to sell. Your message has multiple audiences and the focus is always on the mission rather than the marketing. This includes clients/partner organizations, donors, volunteers and other important groups like media. We should always remember Social Media`s golden rule that social media are not mass media. The partner organizations like sponsors or the schools where the camps can take place would always like to have their name/logo on any post or marketing campaign related to the project with them. Similarly donors would like to have their presence felt as well through the acknowledgment posts or the presence of logo on website.

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Rabtt has been successfully building successful teams by an effective online recruiting campaign. Rabtt has used Facebook and Twitter to attract young talented minds to become the part of the camps and workshops. This also gave opportunity to many people abroad to contribute through blogging or be the part of academic team and helping in finishing course packs. Fund raising is another aspect Rabtt wants to capture through the social media. Rabtt has developed its merchandise this year and plan to sell it online as well. In 2007, total online giving in the US reached over $10 billion a 52% increase over 2006. 51% of wealthy donors prefer to give online. This trend is increasing in Pakistan as well where many local non profits have successfully raised money for different educational and social causes.

If you are online, you are using social media. Universal McCain Comparative Study on Social Media Trends (March 2008)

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VOLUNTEERS MANUAL EFFECTIVE SOCIAL MEDIA STRATEGY

Listen

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Social Media is not about you. Its about peoples relationships with you. Listen before you speak. Get involved Social Media is about conversations and building relationships. It takes effort. Dont just talk about yourself. Ask questions, engage people and link. Most of all, be inspiring Give up control You cant control the conversation. If you want people to spread your message, you have to trust them. Listen. Inspire. Engage. Let go. Be honest You cant spin the truth with Social Media. Be open, honest and authentic in everything you say and do Think long term Dont expect immediate, easily measurable results. It takes time to build trust and make connections

GENERAL TIPS Be a good member of the community: Promote others even more than you promote yourself (i.e., "treat others as you would have them treat you"). Linking and promoting others is a nice way to show you care about people. The creative material or your message should be something that people want to sharenewsworthy, controversial, timely, immediately useful, or even humorous. Don't spam: a good rule is to make one post of your own content for every 4-6 posts that link to other sites. Don't share/link/tweet every single piece of your content. Save it for your very best. Try hard not to send too many self promotional e-mails or make too many posts of just your own content. Wrap your self-promotion in something of value to others instead.

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VOLUNTEERS MANUAL FACEBOOK TIPS

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Make your posts interactive and present the message through pictures, audio, video presentation. Even the simplest of post/status accompanied by some relevant interactive medium makes it more interesting and attractable to your audience. Use formal language while writing posts, you can add the humour touch but in a non offend able or in non personal manner. Always measure and judge the response to your content through the Insights option. Furthermore actively check your page and respond to any queries. Give equal importance to everyone who is posting or replying on your page. You should know the demographics of your audience and should ideally share the posts at the time when most of your audience would be online. Don't send out status/posts just because you need to get more likes. Focus on quality over quantity, at Rabtt we usually have 1-2 posts times/day.

TWITTER TIPS Make your content Twitter-friendly. If you want re-tweets of your content, keep that summary to well-under 140characters. If you want people to re-tweet your content, append "please RT" to your tweet. If you retweet, give credit where credit is due by including the source of original tweet. Build relationships with others on Twitter; respond back to their tweets regularly. Learn more about the interests of your followers by subscribing to their blogs. DM or @ new followers recognize/thank them for following you. Use #hashtags to identify tweets specific to an event or theme. Think of the 140 character limit as a challenge to be creative. Keep your content relevant to the purpose of your account. Be mindful of using direct messages (DMs) when appropriate. Don't send out tweets just because you feel you must. Focus on quality over quantity, although Rabtt believe that tweeting 10-15 times/day is optimal.

YOUTUBE Does your organization have a compelling story to tell? Do you want to connect with your supporters, volunteers, and donors but don't have the funds to launch expensive outreach campaigns? YouTube can help. Video is a powerful way to show your organization's impact and needs, and with a designated "Nonprofit" channel on YouTube, you can deliver your message to the world's largest online video community.

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VOLUNTEERS MANUAL NON-PROFIT BLOGGING

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Blogging helps in building awareness, generating buzz, and keeping people informed. Furthermore it educates general public, local leaders, supporters, donors and volunteers. Your blog helps in reaching new supporters, donors and volunteers while building loyalty. It is an important tool through which you can introduce your organization to potential donors and raise more money. This way in a formal manner you can tell and show donors how funds are used. This is also demonstrates progress and success of active projects. (Courtesy of Frank Barry) MARKETING ROLES DUTIES Helping with outbound communications and Fund Raising, developing proposals for donors, making presentations at private schools for volunteers and at public schools to spread the word about Rabtt Workshops and the Rabtt Summer Camp. Report directly to the Director Marketing. Creating a comprehensive social media strategy to define programs that use social media marketing techniques to increase visibility, membership and traffic across all social networking sites. Managing social media campaigns and day-to-day activities including online updates about activities and projects as well as other promotional activities. Manage a Blogger outreach program and build an active brand ambassador network to spread the word about the Company Promoting Rabtt at their institutions by disseminating information about various activities and internship/fellowship opportunities at Rabtt. Rabtt Ambassadors The Rabtt Ambassador becomes the official liaison between Rabtt and his/her institution and is required to keep both parties informed about potential opportunities of mutual benefit. Report Directly to Director Rabtt Ambassador Program.

Marketing Executives

Social Media Operative

Rabtt has made T-shirts which are being sold for PKR 500/- these Selling Rabtt Merchandise shirts help us raise funds for our yearlong activities (Summer Camp and Work Shops). Report Directly to Director Marketing.

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SAMPLE MARKETING PLAN FOR VARIOUS ACTIVITIES AT RABTT HOW WILL IT BE DONE? WHAT NEEDS TO BE DONE? Step 3 (4 Ps of the Marketing Mix)

WHO WILL DO IT?

Steps 1 & 2 (Understand the marketplace & design suitable strategies)

Step 4 & 5 (Creating and capturing customer delight and CLV)

Marketing Executive

Identify schools who promote social work among students. Design a presentation accordingly.

Take Brochures, TShirts, Sample Academics material along. Find a suitable time to go and present. Creating different marketing campaigns targeting them presenting them opportunity for internship Take Brochures, TShirts, Sample Academics material along. Find a suitable time to go and present. Identify a good time to meet with the donor. Prepare a presentation accordingly. Take Brochures, T-Shirts, Sample Academics material along.

Satisfy all queries of the audience. And provide them with contact information.

Volunteer Recruitment Awareness

Social Media Operative

Identify your audience i.e. schools, colleges and universities.

Satisfy all queries of the audience. Provide them with contact info. And place application form on website

Rabtt Ambassador

Identify people within the school who are willing. Design a presentation accordingly.

Satisfy all queries of the audience. And provide them with contact information.

Approaching a potential Donor

Marketing Executive

Identify a potential donors according what kind of causes they donate to. Design a donor specific proposal highlighting points which complement

Satisfy all queries of the audience. And provide them with contact information.

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DEPARTMENT OF TRAINING AND RECRUITMENT

VOLUNTEERS MANUAL the donors aims.

RABTT SUMMER CAMP

Approaching a potential school for RSC

Marketing Executive

Identify a good time Identify potential to meet their parents. schools in locality. Show them videos of Design a presentation past camps, and targeted at the kids. explain what camp is all about. Identify potential schools/colleges/uni versities in locality. Taking merchandise during presentation visits. Identify and target audiences from all walks of life. Presenting the chance to be part of Rabtt.

Satisfy all queries of the audience. And provide them with contact information.

Marketing Executive

Present them the concept behind selling merchandise i.e. sponsoring a course pack set for one chid.

Satisfy all queries of the audience. And provide them with contact information.

Selling Rabtt Merchandise

Social Media Operative

The online campaign would focus on selling the main aim behind the merchandise i.e. helping the kids.

Satisfy all queries of the audience. And provide them with contact information.

Rabtt Ambassador

Identify people within the school who are willing to help. .

Take Brochures, TShirts, Sample Academics material along. Find a suitable time to go and set up stall.

Satisfy all queries of the audience. And provide them with contact information.

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DEPARTMENT OF TRAINING AND RECRUITMENT

VOLUNTEERS MANUAL SAMPLE MARKETING PLAN ACTIVITY 2 HOW WILL IT BE DONE? WHAT NEEDS TO BE DONE? WHO WILL DO IT? Steps 1 & 2 (Understand the marketplace & design suitable strategies) Step 3

RABTT SUMMER CAMP

Step 4 & 5 (Creating and capturing customer delight and CLV)

(4 Ps of the Marketing Mix)

Marketing Executive

Volunteer Recruitment Awareness

Social Media Operative

Rabtt Ambassador

Approaching a potential Donor

Marketing Executive

Approaching a potential school for RSC

Marketing Executive

Selling Rabtt Merchandise

Marketing Executive Social Media

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DEPARTMENT OF TRAINING AND RECRUITMENT

VOLUNTEERS MANUAL Operative

RABTT SUMMER CAMP

Rabtt Ambassador

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DEPARTMENT OF TRAINING AND RECRUITMENT