Lead Generation mba project report in LetsEndorse development limited.

SUMMER TRAINING PROJECT REPORT
ON
“LEAD GENERATION”
UNDER THE GUIDANCE OF
MR. HIMANSHU SINGH
(PROJECT MANAGER)
LETSENDORSE DEVELOPMENT PVT. LTD.
SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF
DEGREE OF MASTER OF BUSINESS ADMINISTRATION
FROM DR.A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW
SUBMITTED BY.
SHIV SANTOSH SINGH
Roll Number: 1712470129
INSTITUTE OF CO-OPERATIVE & CORPORATE
MANAGEMENT, RESEARCH AND TRAINING
21/467, RING ROAD, INDIRA NAGAR, LUCKNOW-226016

I
Institute of Co-operative & Corporate Management, Research and Training
467, Sector-21, Ring Road, Indira Nagar, Lucknow-226 016
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Date/fnukad
CERTIFICATE
This is to certify that Mr. SHIV SANTOSH SINGH, a student of Master of Business
Administration (MBA) Programme (Batch 2017-19) at this institute has undergone a
Summer Training in the LETSENDORSE DEVELOPMENT PVT. LTD. From 3rd
July to 1st
August 2018 and carried out the study titled “LEAD GENERATION”.
The report has been prepared toward Abdul Kalam Technical University. The research
project report is the original contribution of the student under my guidance during 3rd
sem.
The Research project report is hereby recommended and forwarded for evaluation.
The student has also made a presentation before a panel of experts at the institute.
(Mr. Md. SADAF AHMAD)
Assistant Professor/Faculty Mentor
Certified By.
(Dr. K. ANBUMANI)
Principal ICCMRT
Phone: 2716431, 2716092
Fax: (0522) 2716092
E-mail: info@iccmrt.ac.in
Website: www.iccmrt.ac.in

II
C/O Social Alpha (A TATA Trusts Initiative),
#3, 14th
Main Road, HSR Layout, Sector -5, Bengaluru – 560102
29/08/2018
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. Shiv Santosh Singh worked from 03 July - 01 Aug, 2018 as a
SummerIntern in the Sales and Marketing vertical at LetsEndorse Development Pvt.
Ltd. He was assigned the task generating leads by pitching Swayam, an automatic
website builder to NGOs.
Shiv also played a role in creating a database of NGOs. He is very disciplined and has
contributed diligently in creating awareness about LetsEndorse among Delhi-NCR based
NGOs.
We wish him good luck in his future endeavors.
Sincerely,
Monika Shukla
Co-Founder & CEO, LetsEndorse
monika@letsendorse.com
Phone: +91-7204024529

III
DECLARATION
I, SHIV SANTOSH SINGH, a student of Master of Business Administration (MBA) at
the INSTITUTE OF CO-OPERATIVE & CORPORATE MANAGEMENT,
RESEARCHAND TRAINING, LUCKNOW(UP) hereby declare that all the information,
facts and figures used in this Summer training research Project entitled “LEAD
GENERATION” at LetsEndorse have been collected by me.
I also declare that this project report has been prepared by me and the same has never
been submitted by undersigned either in part or in full to any other University or Institute
or Published earlier.
This information is true to the best of my knowledge and belief.
(SHIV SANTOSH SINGH)
Roll No. 1712470129

IV
ACKNOWLEDGEMENT
The satiation and euphoria that accompany the successful completion of the project
would be incomplete without the mention of the people who made it possible.
I owe my greatest to Respected Director Sir MR. RAJEEV YADAV. I express my
thanks to the Principal of ICCMRT LUCKNOW K. ANBUMANI for extending his
support and valuable guidance.
I would like to take the opportunity to thank and express my deep sense of gratitude to
my corporate mentor Mr. Himanshu Singh and my faculty mentor Mr. Md. Sadaf
Ahmad. I am greatly indebted to both of them for providing their valuable guidance at all
stages of the study, their advice, constructive suggestions, positive and supportive attitude
and continuous encouragement, without which it would have not been possible to
complete the project.
I would also like to thank Mrs. Monika Shukla (Co-Founder) who in spite of busy
schedule has co-operated with me continuously and indeed, his valuable contribution and
guidance have been certainly indispensable for my project work.
I owe my wholehearted thanks and appreciation to the entire staff of the company for
their cooperation and assistance during the course of my project.
I hope that I can build upon the experience and knowledge that I have gained and make a
valuable contribution towards industry in coming future.
ROLL NO. 1712470129

V
PREFACE
The objective of the project was “Lead Generation” at LetsEndorse, for that we have
to understand the customer needs (NGO’s), pricing constraints, response, emotions and
beliefs regarding the product, so that we can try to analyze their needs for introducing the
“SWAYAM” a website builder for their services.
The project was started on 2nd
of July 2018 after knowing all the relevant information
regarding the project, under the guidance of Mr. Himanshu Singh (Project Manager).
The first part of my project involves to prepare the database of all the NGO’s present in
Delhi (NCR) and knowing the needs after the deep study related to their online presence
on the source of communication i.e. internet, social media, and other places, I pitched
them solutions involves SWAYAM an automatic website builder. For this I used Internet
as a primary source of information for Data collection.
Since, the next part of my project was to interacting with NGOs on the call and by E-mail
marketing and try to make them aware about the product i.e. SWAYAM and convert
them into the valuable customers for the company.
The work was undertaken for Delhi NCR region during one month. The sample size of
the marketing research was taken to be 100. The questionnaire contains various aspects
like their Name, Contact Number, E-mail Id, NGO’s Name, NGO Darpan preference
details and SWAYAM advantage etc.
Most important part is analyzing the information.
ROLL NO. 1712470129

VI
TABLE OF CONTENT
S.NO DESCREPTION PAGE
NO.
FRONT PAGE
CERTIFICATE BY MENTOR, CERTIFICATE BY
PRINCIPAL
I.
CERTIFICATE BY SUPERVISOR II.
DECLARATION III.
ACKNOWLEDGEMENT IV.
PREFACE V.
1 INTRODUCTION OF THE TOPIC 1-20
2 COMPANY PROFILE 21-71
3 OBJECTIVE OF THE STUDY 72-73
4 RESEARCH METHODOLOGY
-DESIGN
-SAMPLING TECHNIQUES
-TYPES OF DATA AND DATA COLLECTION
74-77
5 DATA ANALYSIS AND DATA INTERPRETATION 78-90

VII
6 FINDINGS 91-93
7 SUGGESTIONS AND RECOMMENDATIONS 94-96
8 CONCLUSION 97-98
9 LIMITATIONS OF STUDY 99
10 BIBLIOGRAPHY 100
ANNEXURE OR QUESTIONNAIRE

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INTRODUCTION: - LEAD GENERATION
The term lead generation is one that you frequently hear if you are in the online sales
and marketing world. Even if you practice lead generation already, do you know what it
means at the most fundamental level?
A Nurture HQ report indicates that generating high-quality, sales-ready leads remains one
of their top three priorities for 60% marketers and their highest priority for 26%
marketers. Lead generation remains the most important objective for any marketing
campaign. In fact, lead generation is the rocket fuel that runs modern marketing engines.
This is especially true for marketers struggling with sales and leads. Given this fact, it
wouldn’t be a hyperbole to say that lead generation is an integral part of any business, be
it an ecommerce website or a traditional brick and mortar shop.
Smart marketers cleverly use best practices, explore digital channels, and apply social
techniques to turn today’s self-directed buyers into potential leads.
“Leads are defined as prospective consumers who visit your website, get interested in
your products or services and voluntarily provide their contact information.” –
TruConversion.com
A lead is a person who has expressed interest in the product or service that a company
offers.
Collecting a lead means that you have already skipped the first two steps of the sales
cycle which are the dreaded prospecting and cold-calling and can directly proceed to a
warm call.
Simply put: in a marketing context, a lead is a potential buyer who expresses interest in
the products or service that you’re selling and voluntarily provides his/her contact
information.

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A visitor to your site turns into a lead only when they do one of the following things:
➢Register for a free trial, product demo or a webinar
➢Fill the lead capture form and voluntarily provide their contact details
➢Call you or send you an email to get more information about your products,
services or offers
This vital information that represents a potential customer is a ―lead’ as this may
eventually result in a sale and conversion. Remember, a steady flow of leads can help
your business thrive. However, the problem with a majority of buyers is that they actually
never buy from you the first time around.
In fact, according to Kissmetrics, approximately 96% of visitors are cold and not ready to
buy. This means that only 4% are ready to buy from you.
As a marketer or an online business, your focus should be to turn these 96% website
visitors into buyers. So, how will you turn these 96% people into paying customers? The
answer is simple: you’ll need to understand the nuances of lead generation and put it into
practice.

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Online lead generation is the most effective way to build and nurture digital relationships.
Companies that use smart online lead generation techniques grow faster because they can
conduct more meaningful sales outreach.
Improving your lead collection efforts will yield a competitive advantage, and our trusted
platform makes it simpler for you to collect and analyze high quality leads.
Online Lead generation is a process of:
➢ Identifying anonymous visitors
➢ Capturing their data
➢ Qualifying by lead-score
The word “process” refers to the fact the strategy is not to get a hole-in-one. There are
several steps needed to create a qualified lead. We have extensive experience on this
issue. The take-home is that your digital assets (websites, social media campaigns, email
newsletters, and pay-per-click campaigns – PPCs) should be focused on generating
potential clients (leads) for your products or services.
FOR ONLINE LEAD GENERATION YOU NEED TO WEBSITE
VISITORS IDENTIFICATION
Identify your Website Traffic and never miss a sales opportunity again.
Let’s face it, the sales process has changed. Companies have had to adapt and find new
ways to reach their customers and get heard through the noise. How much of your
website traffic are potential clients looking at your products? Is your sales team looking
for new channels to tap into?
Only around 2% of website visitors actually contact the company, which means 98% of
people come to your website, browse around, and leave.

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When you contact a lead, you use the information collected to personalize the sales
outreach efforts so that the sales call is as personal and enjoyable for the client as
possible.
Finding ways to make a person interested in your company and make them want to
request more information from you.
Hence, Lead generation is very important for the growth of a business. The buying
process has changed and marketeers need to rethink and refocus their efforts in order to
stay relevant. If people demonstrate to you that they are interested in your business, when
you go to contact them about your offering, they are no longer a stranger– but rather a
true sales prospect who has “told” you they are interested in your product or service.
Generating leads - both high in quantity and quality - is any marketer’s number one
objective. But a fair share of marketers believe that lead generation is an art and one need
to master this art to generate more and more high-quality sales-ready leads. However, it’s
more science than art for it is based on a systematic approach, a well-defined process,
best practices, continuous testing and constant improvement.

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Generating constant leads is vital for businesses looking to thrive in today’s ever-so-
competitive and ever-so-chaotic market. In fact, the success of a business can be
measured by how well it is able to generate leads.
WHY DO YOU NEED LEAD GENERATION?
In a bid to make sales and take your business off-the-ground, you need to have a line-up
of sales-ready and high-quality leads. This is where lead generation strategies come to
you recue. It helps you establish interest of your target market in the products or services
you’re offering. Lead generation is the act of spreading awareness about your brand,
persuading interested customers and making sales.
But different buyers have different levels of interest and their interest level may widely vary
from non-existent to sales ready. So, how will you tap the wide-ranging interest of your
prospective buyers? The answer is simple! You’ll need to devise segregate your prospects on
the basis of their interest level and then devise mature lead generation strategies to capture
their attention and interest towards what you’re offering.
A study by Marketo reveals that businesses with strategic lead generation practices
achieve 133% greater sales revenue. In addition, sales reps at companies that practice
mature lead generation strategies spend 73% of their time selling as against companies
without mature lead generation strategies where sales reps spend only 57% of their time
selling.
Given these figures, it isn’t too difficult to understand that by using more mature lead
generation techniques, you can sell more and generate more revenue for your business.
But the rise of social techniques and overabundance of information readily available
online has changed the buying process. Now, marketers are faced with the challenge of
constantly finding new ways to reach out to prospective buyers and get heard through the
noise.

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Around 41% marketers believe that marketers their highest marketing priority is to
generate more leads. But pushing through a large number of prospects or potential buyers
into their lead generation funnel is easier said than done.
A recent study reveals that 78% marketers struggle with lead generation and more than
60% marketers say improving lead quality is their biggest challenge. Now, the big
question here is how would you push through a large amount of high-quality leads and
sales-ready prospects into your lead generation funnel?
If you’re focused on boosting conversions, you’ll need to use lead generation strategies to
keep the top of your lead funnel full without wasting your time or budget.

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WHAT IS LEAD FUNNEL?
“A lead funnel is a system that focuses on capturing a large amount of prospects and
push them down from the top of the funnel to the bottom end of the funnel turning these
prospects into actual buying customers. “– TruConversion.com
Understanding the mechanics of lead funnel is important as it will help you optimize your
marketing activities and advertising campaigns to ensure that your prospects come out the
end of the funnel as actual, paying customers.
Lead Funnel takes the typical AIDA (Awareness, Interest, Desire, and Action) to the next
level, defining the stages buyers‖ journey from landing up on a website to the point of
sale.

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MAPPING LEAD GENERATION TO YOUR FUNNEL
Map your lead funnel to understand where your prospect exactly is in their buying journey. it
helps you devise your strategies, create campaigns, build messages and measure your
performance.
A typical lead funnel is divided into three parts – Top of the Funnel (TOFU), Middle of the
Funnel (MOFU) and Bottom of the Funnel (BOFU). As a marketer, you devise different set
of strategies for each stage.

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SEVEN STEP PLANS TO CREATE A SUCCESSFUL LEAD
GENERATION STRATEGY.
1. PLAN: A great campaign starts with a great plan. You must have heard this
many time, it's a cliché, but it is true – a well laid out plan is critical to lead generation
success. It aids decision making and increases the efficiency of your strategies by
reducing the risks involved.
2. CREATE: Now that you’ve figured out your needs, set your goals and understood
what your customers want, it’s time to create offers, messages, content and communication
that they simply can’t resist. Remember, you must focus on creating lead generation plan that
is likely to turn even the most discerning souls into new clients.
3. DISTRIBUTE: Now that you have created compelling content and offers to
tempt and engage your audiences, it’s time to evenly distribute your content to ensure
maximum impact. Remember, an effective distribution is the key to a successful lead
generation program. Don’t forget to use relevant keywords your content and offers. Use a
content calendar to schedule strategic content distribution.
4. CAPTURE: Now that you have created compelling content and offers and have
started getting traffic, the next step is capturing their information so that you can convert
them from a visitor to a lead. You’ll need to get your leads acquainted with your business
and get them to your call-to-action and get them to fill out the lead capture form on your
landing pages.
5. ANALYZE: Just like anything else, you’ll need to find out what's working and
what's not working in order to make necessary changes to lead generation strategy. It is
important to closely track your key performance indicators to identify areas of strength
and discover the areas that aren’t performing well and need improvement.
6. CULTIVATE: Remember, not every visitor who comes to your site is ready to
buy from you. You’ll need to use best practices to move your leads through the funnel.

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You’ll need to constantly work on retaining the interest of your leads to prevent them
from dropping off and establishing their desire to interact with your company.
7. CONVERT: Finally, it’s time to devise a conversion strategy to persuade your
customers to the point of sales. You’ll need to implement a careful plan of approach and
conversion strategy to close new customers.
Remember, a lead generation plan involves stimulating attention and interest of prospects
towards your product or service. But you will be surprised to know that even the most
carefully sketched plan may backfire if you’re clueless about the mechanics of lead
generation. So, if you’ve already drew out a robust plan and are all set to give it a try, do
well to take a moment and get acquainted to the mechanics of lead generation. It will help
you give your lead generation plan an overhaul.

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THE MECHANICS OF LEAD GENERATION
Now that you understand what lead generation process and what are the major challenges
associated with lead generation, we are sure that you’ll be all set to start capturing leads
and building your subscriber base.
But remember that the task is easier said than done.
You’ll need to first determine the mechanics of the lead generation process in order to
successfully achieve your desired objective.
There are 4 major components of the lead generation process. These are:
Landing Page
Lead Capture Forms
Offer
Call-to-Action
By simply putting all these elements together and integrating them with your lead
generating strategy, you may drive oodles of traffic to your site and start generating
high-quality and sales ready leads.

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Now that you know the major components of lead generation process, let’s discuss a little
more on how to optimize these elements for maximum lead generation.
Call-to-action (CTA) remains the key component to drive users to your offers.
Remember, if you’re CTAs fail to capture users‖ attention and tempt them to click, then
all your lead generation efforts will go down the drain.

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HOW DO YOU QUALIFY SOMEONE AS A LEAD?
Not properly qualifying prospects before taking them through the sales process leads to
67% lost sales according to keynote speaker - Steven Tulman.
This results in a considerable amount of wastage of your valuable time and resources.
Here’s what you must keep in mind to qualify someone as a lead.

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LEAD GENERATION METHODS
According to 2015 B2B Lead Generation Report, marketers are now more focused on
lead quality than lead quantity. But when it comes to measuring the effectiveness of
existing lead generation programs, a large number of marketers aren’t satisfied.
80% believe that their lead generation efforts are only slightly effective, while 4% report
their lead generation programs as not effective at all.
Another survey conducted by Bright Talk reveals that company website, SEO, email
marketing, and social media marketing are the most effective lead generation tactics
being used today.

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Lead generation strategies are broadly segmented into Outbound Lead Generation and
Inbound Lead Generation.
Outbound Lead Generation strategies majorly includes:
Display Ads
Pay-per-Click Ads
Content Syndication
Direct Mail Advertisements
Event Marketing
On the other hand, Inbound Lead Generation strategies include:
Content Marketing
Social Media Marketing
SEO
Website Optimization
Email Marketing

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EVENT MARKETING
“It is the lead generation activity that involves designing or developing of a themed
occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to
promote a product, cause, or organization.” – TruConversion.com
Events are one way for B2B marketers to engage and advance their relationships with
customers. In fact, 79% of marketers rank events as important to their business and 67%
of B2B marketers think that event marketing is their most effective lead generation
strategy.
Despite this trend towards digital, one interesting paradox remains: as internet and
inbound-based marketing efforts continue to rise in popularity and efficacy, marketers
across the US continue to cite live events and experiences as one of their most effective
tactics.

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SOCIAL MEDIA MARKETING
“Social media marketing essentially means using social networking sites such as
Facebook, Pinterest, Twitter and Instagram to market a brand, products or services.” –
TruConversion.com
Over the years, social media has become one of the most important lead generation tools
for businesses. In fact, 58% marketers who have been using social media for three years
or longer cite that it helped them increase sales manifold.
51% users say that social opinions influence their purchase decisions; and 46% count on
social media when buying online. Social media has a much higher lead-to-close rate than
outbound marketing. 61% of marketers use social media to generate leads!

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EMAIL MARKETING
“Email marketing is a way to introduce your message and content to your prospects,
typically via electronic mail.” – TruConversion.com
Widely considered to be one of the best ways to connect with buyers and prospects,
email marketing remains a crucial part of any marketing mix. Email marketing continues
to dominate the playing field as long as driving traffic, building brand awareness and
generating conversions is concerned.
59% marketers prefer to use email marketing for lead generation. It’s no wonder since
email marketing helps businesses generate 50% more sales-ready leads at 33% lower
cost, according to HubSpot. In fact, email marketing provides 4,300% ROI for
businesses in the United States.

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LETSENDORSE – COMPANY PROFILE
LetsEndorse was incorporated in 2015 with a mission to eradicate social issues at scale.
Inspired by the Polio Campaign, LetsEndorse vision is that of an equitable world where
everyone has access and freedom to live a quality life, make informed decisions and be
happy.
LetsEndorse is a digital community of 350+ powerful social innovations from across the
globe, 1,100+ accredited NGO partners pan-India, corporations & Governments,
partnering to:
WHO WE SERVE?
1. Non-profit Organizations
2. Corporates
3. Social Enterprises
4. Government
5. Individual Change Agents
1. NON-PROFIT ORGANIZATIONS
1. Social Innovations for communities
2. Advanced Discovery of NGOs
3. Swayam- Smart & Powerful Website Solution
4. Sahaj- Donor base and Donation Management
5. Donation Gateway for instant fundraising
6. Expense Management for claims and reimbursements
7. Project Lifecycle management and reporting
8. Grants and Funding opportunities
9. Collection and analysis of data

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1. Social innovations for communities Discover and Deploy Solutions
o We help you discover the most relevant and powerful solutions from
across the globe to solve the needs/issues of your communities. Turn these
solutions into projects and change the face of your communities forever.
2. Advanced Discovery of NGOs- Get discovered by potential partners, donors and
volunteers
o Create your NGO's page and feature your work, impact, governance structure,
team and more. LetsEndorse' community of NGOs keeps growing each day and
our search engine rankings enable easy discovery of organizations on the web.
3. Swayam- Smart & Powerful Website Solution- Build a robust digital presence in
minutes
o With Swayam, we can power a professional and powerful website for your
organization. Completely responsive for all devices, you need no coding skills to
personalize your site.
4. Sahaj- Donor base and Donation Management- Consolidate all your donors and
track their donations.
o With Sahaj, keep real-time track of who is contributing how much and when.
With email and newsletter campaigns and analytics, birthday reminders, task
assignments, you can nurture relations with donors right away!
5. Donation Gateway for instant fundraising-
Accept donations through your website effortlessly. Our donation forms
can integrate with your website in a jiffy. With itemized projects, donors
have complete flexibility and get instant tax-exemption receipts. Simple
yet sophisticated, our donation gateways save your time and makes it
convenient for donors to contribute instantly.

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6. Expense Management for claims and reimbursements- Comprehensive and
Convenient Expense Management
o Expense claims and reimbursements of your team can be managed easily with
this module of Sahaj. Upload your bills against expense lines and submit them
for a paperless approval workflow.
7. Project Lifecycle management and reporting- Project-wise grant application, KPI
and communication management and reporting
o Manage all your project fundraising funnels, impact management, budgeting,
report generation and direct communication with your funder organizations from
one place, with this module of Sahaj.
8. Grants and Funding opportunities- Access to Grant opportunities worldwide
o Get quick and easy access to grant opportunities across causes from philanthropic
foundations, CSR, foreign foundations and more.
9. Collection and analysis of data-
o Conditional forms integrating on apps and websites Create personalized forms to
gather data from the ground, measure and analyze your responses and empower
yourself to make data-driven decisions

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2.CORPORATES
1. Effective CSR Interventions
2. CSREdge- Streamlined CSR portfolio management
3. LetsEngage- Effective workforce volunteering and giving
4. Knowledge Services and Impact Advisory
1. Effective CSR Interventions
Align your CSR Strategy with local, national and global agendas of importance.
Fuel high-impact projects deploying proven innovative solutions with credible grassroot
NGOs across India and map your interventions to UN SDGs
2. CSREdge, our intuitive CSR Portfolio management platform
equips you to stay in the know of the space, access the most fitting opportunities, design
and trace the entire lifecycle of your investments, thorough analytics on financial and
impact metrics from the ground and more.
3. LetsEngage- Effective workforce volunteering and giving
With LetsEngage, you can embed social impact into your organization's fabric
from driving impact through workplace giving to fostering engagement through team
volunteering. The web platform and mobile application offer you with just the right tools
to run annual/seasonal campaigns, matching gifts programs, payroll giving, relief
programs, impact weeks/months and more.

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4. Knowledge Services and Impact Advisory
We churn data each minute, from across the globe to bring you news, publications &
white-papers for better alignment with the global impact movement. We also organize
knowledge workshops/training sessions for your impact teams and workforce.
3. SOCIAL ENTERPRISES
The platform enables advanced discovery of impactful innovations by different
solution-seekers of the ecosystem. We bring solution-builders, solution-seekers &
enablers together to co-create high-impact local projects. Feature your innovation on
our Solutions Exchange to not only increase the visibility but also open channels for
syndication/partnerships.
4. GOVERNMENT
Be it formulating studies and surveys to collect data or conduct need assessment,
deployment of befitting social innovations based on demography, geography, habit and
cultures of people, we have partnered with several local administrations and departments.
5. INDIVIDUAL CHANGE AGENTS
Everybody talks about change. If you are willing to work for that by standing up,
collaborating, giving back and helping each other co-create the change we wish to see,
this is the place for you. Be it contributing towards solution-centric interventions or
volunteering for impact driven opportunities, GIVING BACK.

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WHAT WE DO?
1. We mobilize innovations
2. We co-create interventions
3. We build technology for good
4. We channelize developmental capital
5. We harness knowledge from grass roots
6. We power strategic philanthropy
1. We mobilize innovations
We mobilize the most befitting social innovations and innovative models from different
parts of the world and deploy them to solve challenges in communities. Keeping in mind
the geography, demography, habit, culture and behavior of the community members, our
matching engine discovers and recommends just the right solution across the UN SDGs.
2. We co-create interventions
Matching the most befitting solutions to the most critical of needs, we co-create
interventions in close collaboration with our grassroot partners, social innovators and
enablers. Our data-driven and recursive approach to problem solving ensures a higher
probability of success of interventions.
3. We build technology for good
1. Technologies for Social Organizations
Swayam- Powerful website for your organization
Sahaj- Complete Organization, Data & Impact Management

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2. Technologies for CSR Management
CSREdge- For CSR lifecycle and impact management
LetsEngage- For Workplace Giving and Volunteering
4. We channelize developmental capital
In association with generous individuals and institutions, we ensure that every
penny invested into the community delivers the maximum social return on
investment. We lead and deploy projects across the length and breadth of India,
from Nagaland to Saurashtra, from Leh to Krishnagiri, owing to our strong
footprint and presence of non-profit partners.
5. We harness knowledge from grass roots
We offer a platform to people from different communities and strata of society to
voice their challenges, hurdles, successes and possibilities, through our regular
publications, stories of change, opinions and case studies. Our flagship
NURTURE program for social organizations, also provides valuable, crisp and
practicable information, news, and resources related to nonprofit technology,
online communications, and social and mobile fundraising.
6. We power strategic philanthropy
We believe that there is immense potential to transform India with focused giving
and mobilizing forces from all quarters towards solving the gravest problems
facing the country. LEGACY is our initiative to channelize individual
philanthropy towards powering irreversible change in the communities.

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OUR VISION
We are a team of technologists and social enthusiasts believing that
➢ A conscious, connected and well-informed community can be a power-house
➢ Effective, regular and transparent communication can build the strongest bridges
➢ Active collaboration can solve every social challenge that there is.
WE ARE CONNECTORS. W E ARE
CATALYSTS. WE ARE YO U!
WE ARE
LETSENDORSE
We envision a society where everyone has a stake in solving local and global
developmental issues, and exists a robust support-system for every noble intention
to transform into action. We envision a cohesive future, together, collaboratively,
and sustainably.

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MEET LETSENDORSE AMAZING TEAM WHO MAKES IT ALL
HAPPEN!
MONIKA SHUKLA Co-Founder
VARUN KASHYAP Co-Founder

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HIMANSHU SINGH Community (Project Manager)
LET'S MAKE THINGS BETTER, TOGETHER!

32
DISCOVER
Changemakers and get inspired by their powerful intervention models, Discover
NGOs from across India, social innovations from across the World & a repository of
hundreds of successfully deployed projects.
COLLABORATE
To tailor the solution to your local needs and make ideas travel, collaborate with
grassroot NGOs to align your CSR policy with community challenges and innovators
who have built befitting solutions
CO-CREATE
Projects with visible and tangible impact and shorter success cycles, high impact
projects deploying proven innovative solutions with credible NGOs thereby enabling
irreversible change

33
ENDORSE
Projects, lend support, spread the good word & fuel the change-reaction, Change
leveraging proprietary technological solutions CSREdge for CSR lifecycle management
and LetsEngage for employee engagement.
LetsEndorse is a unique multi-sided digital market-network (a unique combination of a
marketplace and a social network) of social organizations, social entrepreneurs,
responsible corporations, socially-savvy individuals, development
enthusiasts/professionals and local governments. We work across the spectrum of
developmental goals.

34
Enough of piecemeal approaches to solve social problems! It is about time we bring
powerful social innovations to scale and fuel impactful projects. LetsEndorse builds
holistic ecosystems around the UN Global Goals, brings together social change-makers
and enablers to-
- Harness knowledge about powerful innovations
- Build collaboration for sustainable solutions
- Mobilize funds and resources through a mix of crowdfunding and corporate-giving.
WHY HARNESS KNOWLEDGE AND HOW?
Innovation is essential, but it alone doesn't solve everything. There are so many change-
makers working towards solving social issues. Despite that, there is a lot of fragmentation
in this space which results in absolutely no knowledge harnessing about some of the best
models/practices available across goals and geographies. We have taken it upon ourselves
to enable easy and quick discovery of some of the most promising and robust models in
an attempt to ensure seamless collaboration, faster local deployment and reducing
reinvention of wheel.
As part of our global community, social innovators are sharing their powerful solutions to
community's problems, ready to be exchanged by NGOs, entrepreneurs and global
citizens eager to make a difference.
Check them out here on our solutions bank.

35
Discover & Deploy Innovations. Solve for Good.
LetsEndorse helps you discover the most relevant and powerful solutions from across the
globe at the best possible price. Turn these solutions into projects and change the face of
your communities forever.
Hundreds of proven solutions to solve your communities' needs at the grass-roots
Start discovering solutions covering all the UN Global Goals proactively. Identify what
suits your community's needs and 'Get in Touch'. Give us a day and we would get back to
you with a plan to deploy the solution.

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BE THE CATALYST FOR CHANGE BY DEPLOYING AND
SHARING THESE SOLUTIONS.
Livelihood Development & Economic Empowerment
12
Ideas
No Hunger & Malnutrition
5
Ideas
Good Health, Fitness & Hygiene
70
Ideas
Quality Education & Awareness
37
Ideas
Gender Empowerment
5
Ideas
Clean Water, Air & Land
64
Ideas
Animal Welfare & Habitat Protection
3
Ideas

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Empowerment of differently-abled
34
Ideas
Clean Energy & Sustainable Resource use
30
Ideas
Elderly Care, Dignity & Social Security
3
Ideas
Infrastructure Development & Innovation
10
Ideas
Disadvantaged Community Upliftment
3
Ideas
Art & Culture Preservation
2
Ideas
Disaster/Accident Relief & Mitigation
6
Ideas
Food Productivity & Empowerment of Farmers
19
Ideas

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OVER 350+ INNOVATIVE SOLUTIONS, WE MENTION SOME OF
THEM HERE: -
❖ DESKIT- lightweight school-bag with portable, detachable desks.
❖ BIO-TOILETS- in rural schools & waterless urinals with a minor retrofitting.
❖ SOLAR POWERED COTTON PICKER- 6x more efficient Solar powered cotton
picker reducing drudgery of manual cotton-picking.
❖ FOLDING FOROPTER - Paper phoropter for low cost refractive error
measurement
❖ SANITARY NAPKIN INCINERATOR AND SANITARY NAPKIN
DISPENSER -to improve hygiene and sanitary disposal facilities.
❖ Low Cost colorful and remedial math bundle kits for activity-based learning
❖ Plug & play science labs to enhance scientific aptitude & inquisitiveness among
students
❖ SoaPen- Colorful soap pens to inculcate hand washing habits.

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Compare and find the most befitting solutions and their footprints from far and wide
Variations in geographies and demography’s make it imperative to leverage solutions
most suitable for the surroundings. There is no "One size, fits all", when it comes to
solving for good.

40
Launch your crowdfunding campaign for solution-centric interventions
Found a best-fitting solution and don’t have funds to procure them? Launch a
crowdfunding campaign right away with just one click and mobilize support from
individuals and corporations alike.
OVER 200+ SUCCESSFUL DEPLOYMENTS
Delhi: Installation of sanitary napkin vending machines in a woman stitching center for
easy and anytime access
Gujarat: Solar-powered cotton-picking machines for farmers to reduce drudgery &
improve produce quality
Maharashtra: Colorful math-learning kits for better conceptual understanding of Math’s
for Footpath schools
Karnataka: Bio-toilets for girls to improve school attendance and safety inside premises
Tamil Nadu: Solar-powered school-bags to HIV affected children to enable study during
nighttime
Assam: Shifting to organic farming by provisioning high-quality paddy seeds and other
inputs
Nagaland: Child-birthing and neonatal care simulators for effective new-born and
maternal care
Maharashtra: Solar-powered wild animal intrusion detection and repellent system in
areas around National Park

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Karnataka: Installation of IOT-enabled RO-water purifiers for Govt. Schools struggling
with contamination.
Philippines: Nasal-fluid suction devices for better newborn care, provided to a group of
mothers.
TECHNOLOGIES FOR CHANGE-
➢ For social organizations there is two products from LetsEndorse
1. SWAYAN- Build a robust digital presence in minutes. With Swayam, we can
power a professional and powerful website for your organization. Completely
responsive for all devices, you need no coding skills to personalize your site.
BUILD A GREAT WEBSITE FOR YOUR NGO WITHIN MINUTES
2. SAHAJ- Complete Organization, Data & Impact Management.

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SWAYAM- BUILD A GREAT WEBSITE FOR YOUR NGO WITHIN
MINUTES
Because great initiatives need stunning web-presence!
Have you noticed what is common between the most recognized and funded
non-profits?
Well, their websites have a few things in common
1.Aesthetic- Pleasing and professionally-designed interfaces
2.Comprehensive- With extensive governance, financial, program-related information
3. Well-updated- With regular content updates on new initiatives, recognition, success
stories and more!

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4. Mobile-optimized- Which opens as well on mobiles and tablets, as well as on
laptop/desktop
5. Instant donation abilities- A full-fledged payment gateway for hassle-free giving by
contributors
6. Social media integrations- A snippet of the feeds and engagement buttons of Social
media pages
Irrespective of the size of your organization, a well-designed website
helps you
✓ BUILD ONLINE LEGITIMACY
A website helps current and future donors, and partners verify the existence of and
information about your organization and contributes to making your organization look
more professional when applying for support, grants, tenders, etc.
✓ BECOME DISCOVERABLE
India is adding 10 million active internet users per month according to Google. Internet is
increasingly becoming the primary source of information each day. When people are
looking for you online, you don't have to think twice about building a robust web-
presence.

44
SWAYAM, our website builder and automation engine, helps you to generate your
website from your profile on LetsEndorse, within minutes.
FEATURES INCLUDED
➢ Payment gateway integration to collect donations
➢ Donor base analytics dashboard
➢ Instant receipt generation
➢ Server hosting included (100 GB)
➢ Unlimited bandwidth
➢ Instant & real-time content update on website (World's easiest CMS)
➢ 100% responsive on mobile phones and tablets
➢ Instantly map custom domain
➢ Google Analytics integrated (for tracking the demographics of visitors
➢ Search Engine & Social Sharing Optimized
➢ Go live in 3 clicks
➢ Integrated Social media plugins
➢ Professional themes to choose from
➢ Instant switch between templates
➢ Support & Troubleshooting
➢ Extensive personalization options
➢ Add varieties of new sections
➢ Embed custom code (HTML, CSS, JavaScript)
➢ Multiple admins/collaborators
➢ Password protected, 100% secure

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SOME OF OUR HAPPY NGO’s ☺
1
2

48
OUR AFFORDABLE PRICING PLANS FOR WEBSITES, NO ONE-
TIME SET-UP COST.
1. Six Months
Rs.650 /month (Plus Applicable Taxes)
➢ Billed Half-Yearly
➢ No set-up fees.
MOST POPULAR OPTION
2. One Year
Rs. 500 /month (Plus Applicable Taxes)
➢ Billed Annually
➢ No set-up fees.
➢ Save 23% of the "six months" plan
➢ 3. Three Years
3. Three Year
Rs. 415 /month (Plus Applicable Taxes)
➢ Billed Triennially
➢ No set-up fees.
➢ Save 35% of the "six months" plan
How it looks like.
WORLD'S EASIEST CMS
Gone are the days, when NGOs used to rely upon expensive programmers/agencies to
build a website. And every minor edit or update was dependent upon them. The good
news is that with Swayam, your organization's extensive profile on LetsEndorse converts
to a state-of-the-art website instantly, without writing a single line of content. The
moment you update your profile, the website gets updated in real-time.

49
EXTENSIVE PERSONALIZATION CAPABILITIES
With beautiful templates and a wide scope for creativity, you can personalize your
website any minute, to any extent and extremely conveniently through Swayam's console.
Be it defining your color theme or font options or section visibility or labels or
appearances or new section additions or custom code addition or styling or images or
favicon or descriptors or anything you can name, Swayam can do all of it in no time.

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PAYMENT GATEWAY (ZERO-SETUP FEE)
It becomes easy for donors from across the globe to contribute if your website
already has a payment gateway integrated. Yes, we do offer that with the website
(with zero setup charges). If you are happy with your website and lack the
payment gateway, we shall do that for you too, after common KYC procedures.
Once your non-profit has been set up to accept online donations, it becomes
extremely simple to add a "Donate Now" button to your home page/every page of
your website.

51
Figure- Payment gateway
MOBILE-RESPONSIVENESS
IAMAI's report points out that 77% of urban users and 92% of rural users consider
mobile as the primary device for accessing the Internet, largely driven by availability and
affordability of smartphones. More and more people are coming online and globally,
smartphones now outsell feature phones. In the near future, the majority of your website
traffic will occur on a mobile device. Every website generated from Swayam is mobile
and tablet friendly.

52
DONATION ANALYTICS
Swayam comes with a basic-version of our highly-secure and smart donor analytics
dashboard. Get a snapshot of the giving patterns of donors, their particulars and a
repository of every
system-generated receipt for paper-less operations and easier book-keeping.

53
For all this, imagine spending a fraction of what you currently incur on
your website.
Too good to be true? We are good and true :)

54
2. SAHAJ- Complete Organization, Data & Impact Management.
With Sahaj, keep real-time track of who is contributing how much and when. With email
and newsletter campaigns and analytics, birthday reminders, task assignments, you can
nurture relations with donors right away!
Consolidate all your donors and track their donations,
1. SAHAJ CONNECT
For all your supporters, contacts, donations and campaign management
Reach potential supporters and engage deeper with your donors to cultivate lifelong
relationships that help your organization reach its targets.
WHAT IS SAHAJ CONNECT DOES?
1. Capture both online and offline donations at one single place.

55
2. Create different views and filters to analyses donor behavior and affinity.
3. Generate tax exemption receipts and send Thank you emails to make the donors feel
appreciated.
4. Share different mail campaigns on different occasions to keep the donors engaged.
5. Test which campaign to launch with A/B techniques to reach optimal campaign goals.

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2. SAHAJ IMPACT
For project and related communication, budget and impact management.
Gain access to CSR funds for your projects with corporates
committed to your cause using our simple, intuitive and end to end project management
tool.
SAHAJ impact does
1. Create high impact projects and get them endorsed by committed corporates
with CSR Budget.

57
2. Take charge of whom to partner with and share projects exclusively with your
corporate partners.
3. Manage project related discussions at one place without having to sift through
multiple mail threads.
4. Track project milestones and monitor project KPIs with intuitive graphs.

58
5. Share project updates, photos, videos, resources seamlessly with corporate
partners.
6. Export Project proposal plans with one click for offline pitches.
3. SAHAJ EXPENSE
For claims and reimbursements approval management and settlement.
Manage employee or member expense claims quickly and easily with controlled
approval flows and settlements.

59
1. Manage your expense reports the way you want by creating monthly, weekly or
occasion-based reports.
2. Take charge of approval of reimbursement claims that match your policy.
3.Add members and set strict access control for a tight approval flow.
4. View expense breakups and bills at one place.

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5. Approve & reject expenses with comments for the employee.
Let's drive and thrive local, national and global change.
OUR SOLUTION-CENTRIC APPROACH TO CSR
Drive all your impact-driven initiatives with an all-in-one integrated suite of products and
solutions. We strive to make programs and processes more effective for companies, more
meaningful for employees, and more impactful for the communities.
CSR- Corporate social responsibility-
CSR is a business approach that contributes to sustainable development by delivering
economic, social and environmental benefits for all stakeholders, CSR is a concept with
many definitions and practices.
OUR APPROACH
❖ DEFINE CSR POLICY: Based on corporate goals, management vision &
employee surveys
❖ NEED IDENTIFICATION: Leverage technology and partner NGO ecosystem
to understand the most critical needs of the community

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❖ SOLUTION IDENTIFICATION: Our innovation bank identifies the most
befitting solution at competitive pricing to address the cause
❖ PROJECT CO-CREATION & IMPLEMENTATION: Partner with accredited
NGOs to design projects based on success trail of deployed solutions
❖ IMPACT ASSESSMENT AND REPORTING: Monitor and assess impact
through our smart solutions CSREdge & LetsEngage.
With each passing year, more and more funds are getting deployed towards social
development in India. Yet we are far from achieving our vision of sustainable
development. We believe in collaborative problem-solving and deploying the most
pertinent social innovations and proven models to eradicate social issues, irreversibly,
with vetted charity partners across the nation. Our proprietary technology acts as our
force-multiplier and adds transparency and efficiency while we create impact. Explore
how you can align your work to create maximum possible impact for every rupee
invested.
Looking beyond traditional
way of CSR

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1. We build effective CSR Programs across SDGs
Align your CSR Strategy with local, national and global agendas of importance and
contribute towards attaining the UN SDGs
2. Deploy impactful social innovations
Fuel high-impact projects deploying proven innovative solutions with credible grassroot
NGOs across India
3. Align your CSR with business strategy
Create a healthier triple bottom line and a purpose-driven enterprise by embedding CSR
into the Corporate Strategy
Amplify your impact and do greater good, with our technology suite. CSREdge, our
intuitive CSR Portfolio management platform, equips you to stay in the know of the
space, access the most fitting opportunities, design and trace the entire lifecycle of your
investments, through analytics from the ground and more.
CSR EDGE OUR VALUE PROPOSITION
STREAMLINE AND TRANSFORM YOUR CSR THROUGH TECHNOLOGY
CSREDGE
CSR Project Discovery, Portfolio Management, Impact Monitoring & Reporting
Solution.
❖ CSR Marketplace: Discover just the right, investable and high-impact
solution centric opportunities based on your CSR strategy/policy including
Geography, Cause and Budget.
❖ Investment Planning: Pick recommended projects or invite your
empaneled or prospective charities to submit digital and succinct

63
proposals for easy comparison and selection and allocate funds keeping a
track of your contribution to the UN SDGs.
❖ Portfolio Management: In-built dashboard with tools for effective fund
flow management, project lifecycle and impact management. Access real
time data about progress and utilization of funds via data visualization
tools.
❖ Impact Assessment and Report Generation: Streamlined Dashboards
with pre-determined impact measurement parameters / key performance
indicators (KPIs) and instant project-level report generation and instant
CSR Disclosure.
❖ Access to industry insights through in-built Feed.

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LETSENGAGE
When it comes to creating impact, even the smallest of actions go a long way! And it is
empowering to give your people opportunities to make small changes.
With LetsEngage, you can embed social impact into your organization's fabric, from
driving impact through workplace giving to fostering engagement through team
volunteering. The web platform and mobile application offer you with just the right tools
to run annual/seasonal campaigns, matching gifts programs, payroll giving, relief
programs, impact weeks/months and more.
EMPLOYEE ENGAGEMENT MADE EASY!
1. Managing volunteer programs shouldn’t need you to spend hours creating
registration forms, collecting sign-ups, drop-offs, promoting opportunities,
finding events, coordinating t-shirts, or gathering attendance/hours clocked,
collating feedback, generating reports, managing T-shirt/transport requests and
what not.
2. With LetsEngage, save at least one quarter each year worth of administrative and
program/event management overheads and instead focus all your efforts towards
building exceptional programs and growing engagement strategically.
Who is it for?
1. Mission-driven-conscious program administrators- who seek a new-age and
automated shift to employee volunteering and giving programs.
2. CXOs, CSR and HR leaders- who seek to improve employee experience, team
cohesion, retention and strengthen recruitment.

65
VOLUNTEERING
is at the very core of being a human. No one has made it through life without
someone else's help. And when companies recognize the volunteering efforts of
their team, the employees become more engaged, productive and happier in the
workplace. LetsEngage gives you and your team the flexibility to create or choose
from various impact-driven opportunities to put your employee expertise to a
purpose.
1. Racking volunteer time
At every level (individual, department, division, office, company), tracking your
volunteer time and engagement is easy with our sophisticated offline data
collection and synchronization mechanism.
2. Data from the ground
Get complete picture of the feedback shared, the needs identified and the impact
measured by your team on the ground and take appropriate action
3. Shareability
Social Media sharing of experiences and stories by employees boost the public
visibility of your efforts.

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SIMPLIFY WORKPLACE GIVING, MAXIMIZE IMPACT - Make
workplace giving easier than ever. Boost your CSR/community investment with a
participatory contribution from your team.
➢ CONVENIENCE TO CONTRIBUTE
With easy discovery of projects suited to the individual's preferences and history
and seamless transaction processing, you can now empower your stakeholders
(internal and external) to contribute towards causes and campaigns they align
with, anywhere in the world.
➢ ARRAY OF OPPORTUNITIES
From disaster-relief and seasonal campaigns to year-round fundraising, our platform
provides a flexible and intuitive way to manage giving programs.
➢ INSTANT TAX-EXEMPTION RECEIPTS
With automated generation of donor tax receipts, LetsEngage removes manual
administration and frees resources to focus on the core mission.
➢ PARTNER SELECTION
Select from the vetted list of thousands of registered charities, add volunteering
opportunities, rally participation and start contributing towards their impact-
making journeys right-away. LetsEngage also provides you with a feed of high-
impact opportunities to engage with.
➢ SECURITY
We follow PCI-compliant and a completely reliable and secure donation
mechanism to protect payment card transactions and data.
➢ AUTOMATED MATCHING GIVING CAPABILITIES
Support the causes that matter to your team, by matching their contributions. The
platform also incorporates a variety of matching giving plans and comes with an
inbuilt matching capability.

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➢ PAYROLL GIVING
LetsEngage has an inbuilt pledge-driven recurring deduction mechanism from
payrolls towards preferred projects and causes. It also integrates seamlessly with
HRIS and Payroll systems.
DATA ANALYTICS BY LETSENGAGE
With at-a-glance stats, real-time dashboards and instant reports, you would have
all the data and actionable recommendations pertaining to employee giving,
volunteering and their overall engagement, right at your fingertips. Measure and
evaluate the success of your projects on the go.
RECOGNIZE CONTRIBUTION
Everyone loves to be rewarded for a good deed! Through leaderboards, you can
drive rewards and recognition programs and add incentives to boost participation
and engagement.
LETSENGAGE MOBILE APP
Employees can explore volunteer opportunities, communicate with peers’
coordinators, record volunteer hours and view their historical engagements, all on
their mobile devices through LetsEngage App.
➢ With real-time logs of check-ins, hours clocked and experiential accounts coming
straight from the ground, completely geo-tagged (even in low-resource settings),
LetsEngage app completely eliminates administrative hassles.
➢ Push notifications, recommendations and alerts are generated for the volunteer
opportunities that employees sign up for.

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➢ Provide option for people to give back, anytime, anywhere by endorsing change-
making projects.
AN INCLUSIVE PLATFORM FOR ALL
with helpful WCAG 2.0 compliant accessibility features, we ensure that the platform can
be delightfully navigated and used by people of all abilities.
ENGAGE YOUR LARGER VALUE-CHAIN
Extend invitations to your external stakeholders, partners, investors, suppliers and more,
to join your brand on LetsEngage and participate in your giving initiatives and events.
KEEP YOUR PEOPLE UPDATED
Share ongoing news, updates and announcements, surveys with your teams via our
Bulletin feature. We also have built-in configurable emails, alerts and notifications.
EMPLOYEE ENGAGEMENT SOLUTION
❖ Employee Engagement Opportunities: Select from a pool of high quality and
impactful employee engagement opportunities or create and manage your own.
❖ Employees’ Sign-up: Let employees sign-up for their favorite causes and
preferred volunteering opportunities while you manage it all.

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❖ Opportunities to Give Back: Employees can contribute monetarily towards
projects which companies may choose to match - Payroll Giving and Matching
Giving
❖ Data Analytics through Mobile App and Web based Interface - Real-time log
of hours volunteered and Giving, employee-based project feedback and impact
assessment.
❖ Reward Programs: Track leaderboard for engaged employees and run reward
programs.
❖ Offer multiple opportunities per month right from your desktop and save a lot of
your time.

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SWOT ANALYSIS OF THE ORGANIZATION:
STRENTHS:
Figure :Strenths of the Organization
WEAKNESS :
Proper setup for
customer handling
with less work
disruption
Widespread network
reach
High performing
website builder.
Growing rganizationHigh performing team Time saving
process.
Weakness
New in market.
Strat Up.
One sales executive
fails to entertain the
customer
Limited fund for
operations

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OPPORTUNITIES :
THREATS :
Growing demand for
schemes especially in
emerging NGO’s. Proposing to launch more
other schemes more product
introduction.
Untapped market
above other
lending companies
The growing and improved
schemes in the market
Opportunitie
s
The competitions
catches-up any new
innovation in no time
Margins getting squeezed
from both the directions
(price as well as cost)
Threat of other service
providers who offering the
same benefits
Threats

72
CHAPTER 3
OBJECTIVE OF THE
STUDY

73
THE OBJECTIVES OF THE STUDY
An objective is the most important part of a research .The objective is the bull’s eye,
which a researcher has to hit. The objective determines the path on which a researcher
has to walk on, and help her by not deveining from the path.
The primary objective of the study was “Lead Generation” at LetsEndorse, for that we
have to understand the customer needs (NGO’s), pricing constraints, response, emotions
and beliefs regarding the product, so that we can try to analyze their needs for introducing
the “SWAYAM” a website builder for NGO’s.
OBJECTIVES STUDY ARE-
1. To generating leads for LetsEndorse development ltd.
2. To spread awareness about LetsEndorse development ltd among the
NGO’s of Delhi NCR region.
3. To create database of NGO’s present in Delhi NCR region.
4. To run a marketing campaign on social media like Facebook, WhatsApp,
Twitter and LinkedIn etc.
5. To analyse the Consumers behaviour towards LetsEndorse development
ltd.

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CHAPTER 4
RESEARCH
METHADOLOGY

75
RESEARCH DESIGN AND METHODOLOGY
INTRODUCTION
This chapter aims to understand the research methodology establishing a framework of
evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also dealt
with and lead to a logical deduction towards the analysis and results
RESEARCH DESIGN
The research design applied here was exploratory research
Exploratory Research is one in we don’t know about the problem, we have to find about
the problem and then work on solving the problem. Whereas in case of descriptive
research, we know the problem, we just have to find the solution to the problem.
Generally descriptive research design is applied after exploratory research design.
Here after doing the secondary research, we found the general perception about the retail
baking but then in second phase we tried to figure out where the difference lies and on
what basis the banks differ from each other
THE RESEARCH PROBLEM
The problem formulation is the first step to a successful Research process. Project
undertaken the problem of analyzing the sales & marketing in LetsEndorse.

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THE SAMPLE SIZE
The sample size consists of 100 customers out of which the most logical and non-biased
response are selected thus the sample size is taken out to be 100 customers.
RESEARCH TOOL
The purpose is to first conduct an intensive primary research & secondary research to
understand the full impact and implication of the industry, to review and critique the
industry norms and reports, on which certain issues shall be selected, which remain
unanswered, this shall be further taken up in the next stage of primary research &
secondary research. This stage shall help to restrict and select only the important
question and issue, which inhabit growth and segmentation in the industry.
THE AREA OF WORK
The project work is conducted among in the various social organizations i.e. NGO’s
in Delhi NCR region.
THE DATA SOURCE
The data has been taken from two sources.
▪ Primary data source.
The primary data source has been collected through questionnaire by personally
interviewing each respondent on a number of queries structured in a questionnaire.
▪ Secondary data source.
Secondary data was collected from following sources

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✓ Prior research reports
✓ Internet
✓ Websites
✓ Books
✓ Newspaper
✓ Personal consultation.
DATA COLLECTION:
Both primary and secondary data have been collected very vigorously
SECONDARY DATA: it is collected by the study of various reports. The reports studied
under secondary data.
Primary Data was taken with questionnaire.

78
CHAPTER 5
DATA ANALYSIS
&
INTERPRETATION

79
DATA ANALYSIS & INTERPRETATION
This involves analysis of the data collected with respect to the objective of the project
and the draws appropriate inferences there from.
OBJECTIVE 1: To generating leads for LetsEndorse development Pvt Ltd.
TABLE 1: According to study approximately 96% of visitors are cold and not ready to
buy. This means that only 4% are ready to buy from you.
INTERPRETATION As a marketer or an online business, your focus should be to
turn these 96% website visitors into buyers. So, how will you turn these 96% people into
paying customers? The answer is simple: you’ll need to understand the nuances of lead
generation and put it into practice.

80
OBJECTIVE 2: To spread awareness about LetsEndorse development ltd among the
NGO’s of Delhi NCR region.
TABLE 2: Do you know about LetsEndorse development pvt ltd?
SR.
NO.
Response In %
(A) Yes 30
(B) No 50
(C) Others 20
INTERPRETATION: Only 30% of respondent know about the LetsEndorse so it is
required to develop a marketing campaign for creating awareness among the NGO’s.
TABLE 3: Are your customer’s needs clearly defined?
(A) Yes
(B) No
Customers Response in %
YES 63
NO 37

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63%
37%
0 0
DEFINE CUSTOMER NEEDS
YES NO
INTERPRETATION- we found that 63% respondent said that customers’ need
clearly defined and rest 37% are denied.
TABLE 4: Are you satisfied with LetsEndorse services?
(A) Yes
(B) No
CUSTOMERS RESPONSE IN %
YES 43
NO 57

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INTERPRETATION we found that 43% respondent said that they are satisfied with
LetsEndorse services but, 53% of respondent are not satisfied with the services.
TABLE 5: What is occupation of respondent?
1) Service
2) Business
3) Self Employee
4) Students
5) Others

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INTERPRETATION:
The above table indicate that respondent response of LetsEndorse here 35% of the
respondents from service sector ,15% of the respondent from business,30% of the
respondent from self-employee and 15% of the respondent from students and 5% others.
TABLE 6: What is the age of respondent?
Sr. No. Respondents Percentage %
A BETWEEN 25-35 YEARS 25
B BETWEEN 35-50 YEARS 35
C ABOVE 50 YEARS 40
INTERPRETAION: From the above pie chart respondent response on consumer for
LetsEndorse here ,25% of the respondent from 25-35 years ,35% of the respondent from
35-50 years ,40% of the respondent from above 50 years, it has been inferred that
respondent lying between the ages of group 50 years are more activate in social sector
with they are able to serve for society.

84
TABLE 7: Do LetsEndorse employee try to communicate you?
(A) Yes
(B) No
SUPPORT RESPONDANT
No 28
Yes 72
28
72
ACTIVE
NO
YES
INTERPRETATION- 78% respondent are admitted LetsEndorse employees are
communicate regularly with them. This is results of your customer satisfaction surveys
regularly throughout the company.

85
TABLE 8: Do you need automatic website builder SWAYAM?
(A) Yes
(B) No
SUPPORT RESPONDANT
YES 65
NO 35
65
35
SIP
YES
NO
INTERPRETATION- We found that only 65% communicate results of your
customer satisfaction surveys regularly throughout the company.

86
TABLE 9: Do you follow suggestion of LetsEndorse employee for your services?
(A) Yes
(B) No.
SUPPORT RESPONDANT
Yes 71
No 29
INTERPRETATION- 71% admit that they are like to follow suggestions from
LetsEndorse.

87
TABLE 10: What is the size of your organization (NGO)?
10%
25%
40%
15%
10%
SIZE
Just starting
Small
Medium
Large
Very large
INTERPRETATION: We found that 10% of NGO’s very large in social sector,
40% are in medium size and only 10% are in growing stage.
Sr.No. STATUS %AGE
A Just starting 10
B Small 25
C Medium 40
D Large 15
E Very large 10
TOTAL 100

88
OBJECTIVE 3: To run a marketing campaign for awareness.
Table 1: How frequently do you see advertisement of LetsEndorse?
Time duration % of respondent
Weekly 27
Monthly 37
daily 27
None 19
INTERPRETATION 25% respondent said that they see advertisement of
LetsEndorse Weekly, 33% monthly, 25% daily, but 17% none.
25%
33%
25%
17%
Weekly Monthly daily None

89
TABLE 2: Do you know about SWAYAM?
Particular % of respondent
Yes 9
No 91
9%
91%
INTERPRETATION
91% respondent said that they don’t know about SWAYAM, 9% said yes.

90
OBJECTIVE 4: to analyze the customer behavior towards LetsEndorse.
TABLE: What is your experience about LetsEndorse?
Particular % of respondent
Very bad 9
Bad 16
Neither 22
Good 43
Very good 10
9%
16%
22%
43%
10%
experience
very bad bad neither good very good
INTERPRATATION: It is found that 43% customer like LetsEndorse services and
only 9% are don’t like to use or had bad experience.

92
FINDINGS
No matter how much time, money and efforts you invest in your optimizing your
inbound lead generation strategies to capture and stimulate the interest of your
prospects, even a simple lead generation mistake can make your lead generation
program run into hot weathers.
From simple design errors to missing key features of a lead generation strategy, it’s
possible that you’re making some lead generation mistakes without even noticing.
Therefore, to help you avoid applying the wrong tactics and getting stuck with your lead
generation program.
• As a marketer or an online business, your focus should be to turn these 96%
website visitors into buyers. So, how will you turn these 96% people into paying
customers? The answer is simple: you’ll need to understand the nuances of lead
generation and put it into practice.
• Only 30% of respondent know about the LetsEndorse so it is required to develop
a marketing campaign for creating awareness among the NGO’s.
• we found that 63% respondent said that customers’ need clearly defined and rest
37% are denied.
• we found that 43% respondent said that they are satisfied with LetsEndorse
services but, 53% of respondent are not satisfied with the services.
• The above table indicate that respondent response of LetsEndorse here 35% of the
respondents from service sector ,15% of the respondent from business,30% of the
respondent from self-employee and 15% of the respondent from students and 5%
others.
• The respondent response on consumer for LetsEndorse here ,25% of the
respondent from 25-35 years ,35% of the respondent from 35-50 years ,40% of
the respondent from above 50 years, it has been inferred that respondent lying
between the ages of group 50 years are more activate in social sector with they are
able to serve for society.

93
• 78% respondent are admitted LetsEndorse employees are communicate regularly
with them. This is results of your customer satisfaction surveys regularly
throughout the company.
• We found that 65% want services of SWAYAM for website of their NGO’s
• 71% admit that they are like to follow suggestions from LetsEndorse.
• We found that 10% of NGO’s very large in social sector, 40% are in medium size
and only 10% are in growing stage.
• 25% respondent said that they see advertisement of LetsEndorse Weekly, 33%
monthly, 25% daily, but 17% none.
• 91% respondent said that they don’t know about SWAYAM, 9% said yes.
• It is found that 43% customer like LetsEndorse Swayam services and only 9% are
don’t like to use or had bad experience

94
CHAPTER 7
SUGGESTIONS
AND
RECOMMENDATION

95
SUGGESTIONS
1. Always aim to create high-quality, engaging and interesting content. Ensure
presenting targeted content depending upon what stage of lead funnel your
prospect is in. Make sure that your content is targeted to the lead sources that
generate maximum leads for you. In order to this effectively, you’ll need to get
acquainted with your customers. You’ll need to know where your users come
from, what their needs are and what do they expect from your business. To help
you do this, it’s essential to create your personas.
2. Leverage social media channels to reach out to prospects, generate leads and
promote your brand. Start by identifying which social media channels - –
Facebook, Twitter, Google+, Pinterest, Instagram drive most user engagement for
your business. Once you identify most engaging social channels for your
business, create a social media lead generation strategy and use all available
opportunities to promote your gated content on your social media channels. Take
advantage of social media ads to gained traction with organic lead generation.
3. Remember, if you are looking to generate high-quality, sales ready leads, you’ll
need to deliver exactly what your prospects want. Map out a comprehensive
content strategy to address the concern of your prospects in different stage of lead
funnel. Too often, businesses offer content that doesn’t fit with the needs of their
target audience. This may annoy visitors persuading them to abandon your site.
Did you know that over 70% visitor who abandon your site never return? That
means that approximately 90% of your marketing spend, efforts and resources and
going down the drain.
Send emails to your prospects asking them what they would like to read about or
what needs they currently have. Put up microsurveys at your site to collect
feedback from website visitors. Such microsurveys help you gather qualitative
research data and synergize your offerings with your visitors‖ needs and wants
and not just impose your ideas and notions on your target users.

96
4. If you are working for website, a call-to-action (CTA) button is one of the most
important feature of lead generation strategy. Without a call to action button,
you’ll not be able to turn your visitors into actual paying customers. Keep your
CTAs above the fold and keep it simple. Use contrasting color schemes to make
CTAs stand out on the landing page. Keep it large enough to be noticed easily.
5. If you don’t test, how will you find out what’s not working for your lead
generation strategies? It is important to regularly test your lead generation
campaign and page, offers or even the overall voice of the design. If you’re not
testing, then you don’t know for sure if the design and text elements on your
website are the best ones for attracting and converting visitors. Without testing
and hard data, you’re simply guessing on what will catch people’s attention, and
too often our instincts are wrong about what works and what doesn’t. Keep testing
time and again to ensure that you’re able generate maximum high-quality, sales
ready leads.
6. To understand the needs and wants of your target audience, you’ll need to have
access to qualitative data. Remember, quantitative data only indicates that
something is wrong with you. On the other hand, qualitative data is what helps
you understand ―WHY‖ it’s wrong.
7.

98
CONCLUSION
In conclusion, it wouldn’t be a hyperbole to say that the measure of any marketing strategy is
the quality and volume of leads they drive in. By generating leads, you'll be able to drive
revenue for your business and successfully take your business off-the-ground.
But the ever-increasing competition on the web has made lead generation a difficult and
a daunting task. Despite the wealth of actionable data available at your disposal,
marketers are still struggling to generate high-quality leads.

99
LIMITATIONS
1. Time constraint is unavoidable limitation of my study.
2. Financial problem is also there in completing this project in a proper way.
3. As no work has been done earlier in this regard so scarcity of secondary data
is also there.
4. Inadequate disclosure of information is also the problem.

100
BIBLIOGRAPHY
WEBSITES
Hubspot.com Capterra.com
NurtureHQ.com Ironpaper.com
Kissmetrics.com Business2Community.com
Marketo.com Copyblogger.com
CSOinsights.com Customcontentcouncil.com
Searchengineland.com NGOdarpan.org
LinkedIn.com Mashable.com
LetsEndorse.com Gannettlocal.com
Wordpress.com
BOOKS
1. Marketing management by KOTLER & KELLER
2. Marketing management by Rajan Saxena.
3. Introduction to Digital Marketing.
4. Kotler on Marketing by Philip Kotler.

102
QUESTIONNIARE
Date: ______________________
Customer Name: ______________________________________________________
Contact no: ___________________________________________________________
E-mail Address: _______________________________________________________
Q1) What is occupation of respondents?
(A) Service (B) Business (C) Self Employee
(D)Students (E) Others
Q2) What is Age of respondents?
(A) Between 20-25 years (B) Between 25-30 years
(C)Between 30-35 years (D) between 35-40 years
(E)Between Above 50 years
Q3) What is the size of your organization (NGO)?
(A) Just starting (B) Small (C) Medium
(D) Large (E) Very large
Q4) Do you know about LetsEndorse development Ltd?

103
(A)Yes (B) No
Q5) What medium helps you to decide for using LetsEndorse Service?
(A) TV Advertisement (B) Personal recommendation (C) Special offer
(D) Radio advertising (E) News paper (F) Word of mouth
Q6) How frequently do you see advertisement of LetsEndorse?
(A) Weekly (B) Monthly (C) Quarterly (D) None
Q7) Do you have websites for your NGO’s?
(A). Yes (B). No
Q8) Do you think online presence is important for social organizations?
(A) Yes (B) No
Q9) Are you locking website developer for your NGO?
(A) Yes (B) No
Q10) Are you think personal website create more reliability for any organization?
(A) Yes (B) No
Q11) How much you like to pay for a website annually?
(A) Rs.5000/- (B) Rs. 6000/- (C) Rs. 7000/- (D) Rs.8000/-

104
Q12) We have three different plans for NGO’s, which one do you like?
(A) Six Months 650 /month (Plus Applicable Taxes) Billed Half-Yearly
(B) One Year 500 /month (Plus Applicable Taxes) Billed Annually.
(C) Three Years 415 /month (Plus Applicable Taxes) Billed Triennially
(D) None
Q13) Do you want other technological support from LetsEndorse?
(A) Yes. (B) No.
Q14) If you have other website service provider, then you satisfied with their
services?
(A) Highly Satisfied (B) Satisfied
(C) Neutral (D) Not Satisfied
E) Locking for change
Q15) Are you satisfy with LetsEndorse service?
(A)Yes (B) No
Q16) What is your experience about LetsEndorse?
1- Very bad 2- Bad
3- Neutral 4- Good
5- Very good
Q17) Do You Suggest LetsEndorse Services to Others?
(A)Yes (B) No
Q18) How Will You Measure the Performance LetsEndorse of Service?
(A) Poor (B) Satisfactory (C) Fair
(D)Good (E) Very good (F) Excellent

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