Project Proposal: Brand and Growth Consulting for NGO Consulting

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Project Proposal: Brand and Growth Consulting for Tapas Foundation

 1.  Strategic Approach

 1.1 The Overall objective: The primary objective of this six-month engagement is to strengthen Tapas Foundation’s brand voice and digital presence on LinkedIn, build an engaged community of supporters and collaborators, and translate digital visibility into meaningful partnerships, donor interest, and long-term credibility.  The strategy aligns with Tapas Foundation’s philosophy that awareness is the first step towards social reform, while ensuring dignity, inclusivity, and sensitivity in all communications.

 1.2 Strategic Pillars

 Six interconnected pillars constitute the approach: 1. Content & Narrative Building 2.  Brand Voice & Alignment 3.  Community Building & Engagement 4.  Founder Page & Thought Leadership 5.  PR, partnerships, and outreach Analytics, Learning & Optimization

 1.3 Proposed Plan & Activities

 A.  Content & Narrative Building

 •            Develop a comprehensive LinkedIn content and editorial calendar for the organisational page and the Founder’s personal page.

 •            Content mix to include:

 o           Impact stories from the field (education, environment, gender, livelihoods)

 o           Campaign highlights and milestones

 o           Volunteer and partner spotlights

 o           Data-backed impact posts (trees planted, waste reduced, people impacted)

 o           Thought leadership and awareness posts on social reform themes

 •            Posting frequency: 3–4 posts per week (organisation page) and 2 posts per week (Founder page).

 B.  Brand Voice & Alignment

 • Define and document a clear brand voice guide tailored for LinkedIn (tone, language, storytelling style, hashtags, visual cues).

 • Ensure that the Tapas Foundation's core values of empathy, dignity, inclusion, and collaboration are reflected in all content.

• Align messaging across campaigns, Founder communication, and partner mentions for consistency.

 C.  Engagement and building a community

• Responding to mentions, messages, and comments on a daily basis.

• Proactive engagement with followers, volunteers, CSR professionals, NGOs, and social impact advocates.

 • Nurturing relationships through personalised responses and value-driven conversations.

 D.  Founder Page & Thought Leadership

 • Position the Founder as a credible, empathetic voice in the social development space.

 • Curate posts around leadership, lessons from the field, reflections on social reform, and partnerships.

 • Support visibility through comments, collaborations, and cross-engagement with relevant leaders.

 E.  Outreach, Partnerships & PR

 • Identify and connect with potential CSR partners, NGOs, media houses, and impact influencers on LinkedIn.

 • Support partnership conversations through visibility posts, mutual tagging, and campaign amplification.

 • Assist in shaping digital narratives that can be leveraged by PR and media partners.

 F.  Analytical and Optimistic  

• Track LinkedIn analytics monthly (follower growth, reach, engagement, impressions).

 • Identify high-performing formats and topics.

 • Refine strategy based on data insights and feedback from the Tapas Foundation team.

 1.4 Timelines (6 Months)

 Month 1 – Foundation & Setup - Brand voice alignment - Content audit and baseline metrics - Editorial calendar creation - Outreach mapping

 Months 2–4 – Growth & Engagement - Consistent content publishing - Community engagement and outreach - Founder page positioning - Mid-term review and optimization

 Months 5–6 – Consolidation & Scale - Highlight impact milestones - Strengthen partner and CSR visibility - Showcase success stories - Final performance review and recommendations

 1.5 Project Structure & Collaboration

·       Consultant works closely with:

·       Field teams for stories and visuals

·       Volunteers for enhancing

·       CSR/Donor engagement teams for alignment

·       Founder for thought leadership direction

·       Weekly asynchronous updates and one structured monthly review call.

 

 2.  Performance KPIs and Goals

 Ambitious Goals (ideal outcomes) and Minimum Guaranteed Targets (conservative, assured outcomes over six months) are the two levels at which KPIs are designed. 2.1 Audience Growth (LinkedIn)

 •Exciting Objective: 70 to 100 percent increase in organizational page followers

• Minimum Guaranteed Target: 40–50% growth

 2.2 Engagement Rate

 • Exciting Objective: A post's average engagement rate of 6-8 percent

 • Minimum Guaranteed Target: Average engagement rate of 3–4%

 2.3 Content Output

 • Ambitious Goal: 90–100 high-quality posts across organisation and Founder pages

 • The guaranteed minimum number of posts is 70-75. 2.4 Interaction in the Community

• Ambitious Goal: Meaningful conversations with 300–400 stakeholders (comments, DMs, discussions)

 • Minimum Guaranteed Target: Engagement with 150–200 stakeholders

 2.5 Relationships and Presence

• Ambitious Goal: 8–10 warm partnership or collaboration leads initiated through LinkedIn

 • Minimum Guaranteed Target: 3–5 credible leads

 2.6 Brand Positioning

 • Ambitious Goal: Tapas Foundation recognized as a consistent, credible voice in social reform conversations on LinkedIn

 • Minimum Guaranteed Target: Improved consistency, clarity of messaging, and visibility across campaigns

 3.  Financial Justification and Budget Brief

 3.1 Proposed Fee Structure

 Total Professional Fee (6 Months): ₹90,000 (Payable in equal monthly instalments of ₹15,000)

 3.2 Cost Rationale

 The proposed fee covers: - Strategic planning and brand alignment - Content ideation, writing, and publishing - Community management and engagement - Founder page management and thought leadership support - Outreach to partners, CSR stakeholders, and media - Monthly analytics tracking and optimization

 Due to the utilization of LinkedIn native analytics and existing organizational resources, no additional costs for tools or software are anticipated. 3.3 Cost-Effectiveness For an average cost of ₹15,000 per month, Tapas Foundation receives: - A dedicated Brand and Growth Consultant (approx. 4 hours/day) - Consistent, high-quality content and storytelling - Strengthened digital credibility and partner readiness - A scalable content and community framework that can continue beyond the contract

 3.4 Return on Investment (ROI)

 The investment directly contributes to: - Increased visibility for campaigns and causes - Improved donor and CSR partner confidence - Stronger volunteer and supporter engagement - Long-term brand equity and trust

 

 4.  Conclusion

 Through strategic storytelling, community involvement, and partnership-oriented growth, this proposal presents a method that is both structured and adaptable for expanding the Tapas Foundation's mission. The combination of clear timelines, measurable KPIs, and a cost-effective budget ensures both accountability and meaningful impact over the six-month engagement.

 Submitted with a commitment to the purpose, honesty, and growth in collaboration.

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