Brand Packaging & Communication
Started by celebrity couple Ronnie and Zarina Screvwala, Swades Foundation is a non-profit organisation focused on rural empowerment through initiatives in education, healthcare, small businesses and much more. Based in Mumbai, Swades carries out their rural development initiatives in the rural areas of Raigad, Mumbai.
Target Customers: Corporates, celebrities and anyone with a high spending power.
Target Geography: PAN India
Being a non-profit, donations and voluntary funds are the main sources of income to ensure sustainability of the organisation.
That being said, their primary aim was to attract as many visitors as possible on their website to spread information about their initiatives, their goals and eventually convert them into their donors.
To help Swades achieve their goals, we opted to create a consistent social media presence which will keep the audience engaged. And by social media presence, we mean, not posting continuously on social media but to keep it current.
A combination of tools were used to send out blurbs of information and communications to Swades’ audience. Social media posts, emailers and newsletters were harnessed to keep the audience informed about the various initiatives at Swades, particularly those that were underway and those that have been planned.
Emailers and newsletters supported with informative infographics were pushed out to build Swades’ thought leadership to reinforce, remembrance and recall.
Targeted goals like getting audiences to donate at their website were supported with paid Google ads. Campaigns like the HSBC Grant Application, that is being supported by Swades, are continuously promoted used paid ads.
Consistent SEO and SEM activities are being carried out to ensure seamless traffic and reach of Swades’ online assets and communications.
HSBC Skills for Life Campaign - 20% registrations on the ad spend achieved over a period of one month
The rate of unemployed graduates due to skill gap is a persistent problem known to us all. HSBC has kickstarted an initiative where they will be giving out a five-yr 100 crore grant to organisations that support upskilling of youth.
This campaign has been conceptualised in partnership with Swades Foundation where Swades is helping NGOs, and impact centric organisations that focus on fuelling employment through skill development, to be in line with the criteria listed by HSBC.
We, as the marketing partners for Swades, helped Swades in garnering grant applications through their website using ads consistently. Furthermore, through a crisp cut out process, we made it easy for Swades to collate and organise the data coming in through the applications.
And the result? 348 grant applications were achieved through promotional campaign rolled out on Swades’ website.