Degree
Master of Business Administration
Faculty / School
Faculty of Business Administration (FBA)
Advisor
Dr. Shahid Mir, Assistant Professor, Department of Management
Committee Member 1
Dr. Shahid R. Mir, Assistant Professor, Department of Management, Institute of Business Administration, Karachi, Pakistan
Project Type
MBA Research Project
Keywords
https://ir.iba.edu.pk/do/search/?q=Al-Khidmat%20Foundation%20(AKF)&start=0&context=8598587&facet=">Al-Khidmat Foundation (AKF), Donor management, Philanthropy, CAF World Giving Index, Exploratory research, NGO’s, Operational management, Promotional practices, Organizational success
Abstract / Summary
The purpose of this report was to conduct a gap analysis for Al-Khidmat Foundation Sindh’s (AFKS) Orphan Family Support Program (OFSP) and provide recommendations that would enable organizational and operational improvements. AKFS has limited resources which has a direct impact on the orphans that are under its care. By focusing on improving the donor management, operational management, and promotion practices of OFSP, we can enable AKFS to effectively care for the current orphans in their program as well as allow the onboarding of more orphans.
Our research objectives were to identify the areas where OFSP can improve as well as to gain an understanding of the on-ground activities in order to develop recommendations. In order to do this, we did a literature review, conducted in-depth interviews with AKFS employees as well as potential corporate donors, and developed a questionnaire for attendees present at a donor conference in Hyderabad.
The interviews conducted of field employees of AKFS revealed some reservations they had regarding their job roles such as travelling expenses and lack of training. With regards to donor management, we identified that there was a lack of support from the corporate sector for AKFS. Insights from our interviews revealed that this was due to a lack of awareness of the work done by AKFS, and an apprehension towards the political linkage of the NGO. From our interviews with potential corporate donors, we noted that there was no unaided recall of AKFS. This was relevant since corporations receive numerous requests for donations throughout the year.
Our first recommendation was to enlist AKFS into the CSR program of K-Electric. This will allow the NGO to get lower tariff rates on their electricity usage in their various offices in Karachi. Based on the tariff rate that will be agreed by KE and AKFS, the NGO will be able to save between PKR 779,515 and PKR 2,338,546.
Our second recommendation focuses on expanding the corporate sponsorship program of AKFS by including BTL activities during donor conferences. Product sampling, product demonstration activities, and brand awareness sessions will provide additional channels for sponsorships to AKFS. Based on the negotiations between the corporations and AKFS, the NGO can generate sponsorships between PKR 300,000 to PKR 600,000 for each donor conference.
Our third recommendation deals with reaching out to international donors via social media channels. Al-Khidmat Foundation (AKF) is currently in the process of receiving its EAD certificate which will enable it to receive donations from international sources.
Our fourth recommendation relates to the operational improvement of the Family Support Officers (FSO) of the OFSP. FSOs are the field officers of AKFS who deal with the orphans in the OFSP. This recommendation highlights areas that will result in FSOs operating with greater efficiency and efficacy. Trainings, work benefits, and hiring recommendations are provided in this.
Our fifth and final recommendation deals with promotional practices and their standard operating procedures (SOP). The AKFS policy manuals did not contain any guidelines on the marketing of the program. This recommendation provides basic SOPs that can be incorporated in the policy manuals with the objective of standardizing the marketing and promotional efforts of the program.
Recommended Citation
Tariq, A., Jan, D. S., Rehman, F., Raza, H., Baig, M. S., & Ahsan, S. F. (2019). Status and direction of the orphan program at AKF (Unpublished graduate research project). Institute of Business Administration, Pakistan. Retrieved from https://ir.iba.edu.pk/research-projects-mba/142
