Ivey Publishing
GiveIndia: On the Net for a Cause
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14 pages (10 pages of text)
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Case (Field)
Started in 2000, GiveIndia is a web-based donation platform headquartered in Mumbai, India. It uses online tools and social media to engage with donors and encourage donations to be made to various non-governmental organizations. GiveIndia’s chief executive officer wants to develop a strategic approach for social media communication, which is gaining greater acceptance in India. As part of its online initiatives, GiveIndia has been running a search engine marketing program with Google Grants. The chief executive officer wants to optimize the program by using the right metrics. He is also interested in applying the concept of customer lifetime value to manage the donations. GiveIndia is already present on popular social media websites such as Facebook, YouTube, LinkedIn, and Twitter, but how can the company hone its strategic focus on each of these websites?
Learning Objective:
  • To help students become familiar with the philanthropy sector in an emerging economy and the marketing challenges that such organizations face.
  • To provide deeper insight into online marketing, especially search engine marketing and social media marketing.
  • To develop analytical skills in the field of search engine marketing and to understand the concept and application of customer lifetime value.
  • To emphasize the need for an integrated communications approach to social media marketing.
Marketing,  International
Social Advocacy Organizations
India, Small, 2014
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$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Supplements: 7B16A002 (678 KB)
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