Department of Management

Course: Business Communication (BUS 251)

Section: 01 | Semester: Summer 2022

REPORT on AHOBAN FOUNDATION

Analyzing Current Digital Exposure & Designing A Revised Plan

Submitted To
Umme Hani Meem [UHM]
Lecturer, Department of Management
School of Business & Economics
North South University
Submitted By
NAME ID No.
Hrithik Agarwala 1813503630
Sadman Sakib 1931218630
Group D Tasmia Sajjad 1931821620
Akash Malakar 2012746630
Tahsin Jalal 2022501030
Hasan Muhammad Usma 2031236630

Date of Submission: 27th August, 2022

Word Count: 2514 Words

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 LETTER OF APPROVAL

Group D
BUS 251 Section 1
North South University
Plot: 15, Block: B, Bashundhara R/A, Dhaka-1229
Date: August 25, 2022

Umme Hani Meem

Lecturer, School of Business and Economics
North South University
Plot: 15, Block: B, Bashundhara R/A, Dhaka 1229
Subject: Request for approval to work with Ahoban Foundation.

Dear Ma’am,

I, Hasan Muhammad, am writing to you on behalf of my group members to seek your approval
to work with Ahoban Foundation for our group project for this semester. In our report we will
talk about Ahoban Foundation’s existing social media presence and their digital marketing
strategies. At the same time, we produce a revised plan on how they can improve their social
media engagement and reach.

We will be grateful if you kindly give your approval to us so that we can go ahead and proceed
with our project to submit it on time.

Regards,

Hritik Agarwala, ID: 1813503630

Sadman Sakib, ID: 1931218630
Tasmia Sajjad, ID: 1931821620
Akash Malakar, ID: 2012746630
Tahsin Jalal, ID: 2022501030
Hasan Muhammad Usma, ID:2031236630

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 LETTER OF TRANSMITTAL

Group D
BUS 251 Section 1
North South University
Plot: 15, Block: B, Bashundhara R/A, Dhaka-1229 
Date: August 26, 2022 

Umme Hani Meem

Lecturer, School of Business and Economics
North South University
Plot: 15, Block: B, Bashundhara R/A, Dhaka 1229 
Subject: Submission of report on Ahoban Foundation

Dear Ma’am,

On behalf of our entire group, we are delighted to hand you over our report for this semester on
Ahoban Foundation.

The purpose of this report was to produce a new plan for Ahoban Foundation’s social media
platforms like Facebook page and innovative marketing strategies after doing our research on
their existing way of maintaining their virtual exposure.

We hope that our report will fulfill your requirements and the information you need from our
side. We would like to thank you for giving us the opportunity to work with this NGO and for
your help throughout the semester.

Regards,

NAME ID No. Signature

Hrithik Agarwala 1813503630

Sadman Sakib 1931218630

Tasmia Sajjad 1931821620

Akash Malakar 2012746630
Tahsin Jalal 2022501030

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 Hasan Muhammad Usma 2031236630

ABSTRACT

AHOBAN foundation is a non-profitable as well as a holy organization which works for the
boosting of poor people's style. i.e., so that they can live a healthy life. This organization mainly
works for underprivileged people with the aim for the betterment of poverty-stricken people of
Bangladesh. This organization focuses on battling illiteracy and malnutrition in children as well
as rehabilitating their families to have a better environment and social condition since 17 June
th

2011 by some students of Ideal School and College.

AHOBAN Foundation works to build a society that supports people in realizing their full
potential and is free from exploitation, discrimination, and violence. This organization's long-
term objective is to have a school in every district of Bangladesh, along with initiatives that
benefit the entire neighborhood. Every child in Bangladesh should have access to high-quality
education and be given the tools they need to have a safe and prosperous future. With its
projects, it strives to improve not only society but also the members of AHOBAN by helping
them gain leadership, managerial, and volunteer skills. By providing the underprivileged with
high-quality instruction and other educational resources, the goal is to reduce the number of
students who drop out of primary school in Bangladesh.

They conduct a number of activities all year long. We discovered that their operations and
projects are quite diversified after researching the activities. These categories are Feast for
Children, Ranga Haate Eider Hashi, Winter Warmer, Feast with families etc. They currently
have a Dhaka Division Panel, a Chattogram Division Panel, and a few other members who are
currently enrolled in schools across the nation and have continued to support them from their
positions. AHOBAN Foundation currently employs about 1000 people in total, including the
Board of Directors, the Dhaka Division Panel, the Chattogram Division Panel, volunteers, and
campus ambassadors. We know, social media is the focus of the majority of people worldwide.
The organization decided to build their brand using internet-based social media such as
Facebook, Google and YouTube. We collected 80% information through online platforms and

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20% information from the employees of the foundations. We tried our best to make this report as
resourceful as we could with the information we had.

Table Of Content

s
Introduction......................................................................................................................................1

Brief Statement & Purpose of The Project:.................................................................................1

Research Methodology:...............................................................................................................1

Company Overview:....................................................................................................................1

Organizaiton’s Existing Social Media Branding............................................................................2

Number of Social Platform Reach:..............................................................................................2

Engagement and Unique Campaigns:..........................................................................................3

Strengths & Weaknesses of Ahoban Foundation...........................................................................4

Strengths:.....................................................................................................................................4

Weaknesses:.................................................................................................................................5

Recommendations............................................................................................................................6

Upgradation of Existing Digital and Social Channels.................................................................6

Integration of New Digital Channels & Tools.............................................................................6

Engagement and Unique Campaigns...........................................................................................7

New Strengths & Weaknesses of Ahoban Foundation....................................................................8

New Strengths:.............................................................................................................................8

Weaknesses:.................................................................................................................................8

Conlcusion.......................................................................................................................................9

REFERENCES (APA Format)......................................................................................................10

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APPENDIX....................................................................................................................................11

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 INTRODUCTION

Brief Statement & Purpose of The Project:

This study is a comprehensive illustration of a comparative analysis regarding Ahoban
Foundation, which is committed to the welfare of Bangladesh's underprivileged people and has
also been renowned as a non-profit organization. The goal of this project is to highlight the
organization's present social media branding and marketing plan, engagement and unique
campaigns, strengths and weaknesses, and build some enhanced ideas to assist them grow as a
successful non-profit organization.

Research Methodology:
Due to time constraints, we were unable to visit or interview any personnel from Ahoban
Foundation in person. As a result, we did our best to obtain all of the essential information by
conducting secondary research. First, we predicted what to do and how to accomplish it. Second,
we created a list of the information that will be required throughout this report. Then we
conducted extensive study on their activities and social media involvement. We gathered all of
the material from Ahoban's website, their official Facebook page. We communicated with
Rezaul Karim Shawon who is a head of HR about the NGO’s activities and tried to know about
their vision.

Company Overview:
AHOBAN Foundation is a youth-led organization devoted to improving the lives of
Bangladesh's poor and impoverished citizens. AHOBAN was founded on June 17, 2011 by
certain Ideal School and College students to combat illiteracy and hunger in children while also
rehabilitating their families to better environmental and social situations.

AHOBAN Foundation seeks to establish a society free of exploitation, prejudice, and violence,
and to assist people in reaching their full potential. Their long-term objective is to establish a
school in each district in Bangladesh, along with supporting programs that benefit the entire
community. They want every kid in Bangladesh to have access to a great education and a safe
and successful future.

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Anyone is welcome to join the AHOBAN Foundation. Individuals are evaluated based on their
commitment and dedication rather than their qualifications. A normal day at AHOBAN is
interesting and filled with obstacles. It is the team's responsibility to overcome these obstacles
and attain their goal. Being a member of the AHOBAN team motivates people to attain their full
potential so that they may make a greater contribution to their community and nation.

ORGANIZATION’S
EXISTING SOCIAL MEDIA BRANDING

Number of Social Platform Reach:

Nowadays for every type of organization it is important that they are heavily active on social
media platforms like Facebook, Instagram, Twitter to let people know about their works, events,
achievements etc. Just like every other organization, Ahoban foundation has created its brand
presence in social media. Ahoban foundation also has their own website (Appendix) alongside
their official Facebook page and Instagram page.

 Facebook: Ahoban Foundation has been actively running their Facebook page since they
started their journey back in 2011. The page was created on July 20, 2011. Since then,
they have been using it as a platform to reach people regarding their activities by
regularly posting photos about various events, announcements regarding their events.
Often, they go live on their Facebook page to let people witness their work in real time
and interact to with them. At the time of preparing this report their page has 14991 likes
with 15300 followers.
 Instagram: They started using Instagram as one of their social media platforms since
October 10, 2017.The platform is used by Ahoban Foundation to let their followers have
a look at their photos from various events and provide announcements such as volunteers
recruitment. Currently their Instagram handle has 182 posts and 616 followers.
 Website: Ahoban Foundation has a simple but good-looking website where they have
provided information about their goals, projects and their members. The site also has a
link to their recruitment page where the interested applicants can apply by filling up the

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 necessary details. Their website is available all the time and but is not responsive & lags
while moving from one page to another

Engagement and Unique Campaigns:

The organization typically typically divides their operations into two categories—short-term and
long-term. Short-term initiatives aim to enhance managerial, organizational, and other
professional abilities of the Ahoban members preparing them for wider aspects in the future.
This will enable them to work more effectively on the long-term initiative known as "AHOBAN
Education," where Ahoban needs volunteers with a higher level of technical expertise. Ahoban
Education is a platform for crowd fundraising to support the dropout kids. For this initiative,
there are now 21 students and about 200 sponsors.

Some of their noteworthy short-term projects and engagement programs are –

 Skill Based Sessions: For the volunteers and campus ambassadors, they hold regular
skill-building courses in their office space.
 Trainings: The AHOBANEERS are trained by both internal and external instructors.
These trainings often include communication, leadership, and other crucial social skills.
 Campus Ambassador: Campus ambassadors are recruited yearly, and they presently
have representatives from more than 100 academic institutions.
 Cultural Events: Since the AHOBAN Foundation appreciates cultural legacy, it spares
no effort to honor important events.

Apart from these, they also have some signature projects recurring over the year. Some of the
notable ones are –

 Feast for the Children: One of Ahoban Foundation's largest signature events is this one.
They give away iftar to less underprivileged children around the nation in an effort
communicating the significance of Ramadan.
 Ranga Haate Eider Hashi: Children from slum areas have mehedi (henna) applied by
the volunteers during this occasion. This program aims to spread the joy and excitement
of Eid among these underprivileged kids.

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  Winter Warmer: During the bitterly cold winter, the southern region of our nation
suffers the most. In order to help those in need, Ahoban quickly gathers blankets during
that season by self-funding and goes to the southern regions to distribute.

STRENGTHS & WEAKNESSES

OF AHOBAN FOUNDATION

Strengths:
For Ahoban Foundation their members and their mindset to serve the society works as their
biggest strength in going forward with their journey of fighting poverty and illiteracy. Apart
from serving the society, the objective of Ahoban is to develop their members voluntary and
leadership skills as well as their managerial competencies. Currently Ahoban’s projects are
divided into two parts. Their short-term project focuses on holding events like Winter Warmer
and Feast for children.
 They are providing constant community service for the last 11 years. and they are
expanding more each year. Starting from 4 founding members to having more than
20,000 members currently, they have grown a lot. So, the experience they got in the past
11 years is one of their greatest strengths. It is helping them to develop the organization
more and more everyday

 Since the start of their journey Ahoban has been able to regularly run two of their
flagship programs. Every year, during Ramadan Ahoban Foundation with the help of
their donors provide hundreds of underprivileged children with iftar meals every week on
various areas across Dhaka and Chittagong metropolis. In winter they run “Winter
Warmer” where they successfully hand winter clothing to hundreds of people living in
poverty across various parts of Northern Bangladesh.
 Currently they have around 200 active donors who regularly donate for their activities in
order to keep them running for the long run.
 The members of Ahoban foundation are well trained as they undergo regular training
sessions conducted by internal and external trainers. This training sessions make the

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 organization more efficient as members have better skills regarding leadership,
communication, and manners.
 They have campus ambassadors in more than 100 educational institutions. These
ambassadors help Ahoban Foundation in easily reaching out to the people in these areas
and educating them about Ahoban Foundation and its work.

Weaknesses:
 Despite having a Facebook page with almost 15000 likes and 15000+ followers,
their reach is extremely low. Their posts mainly get shared only by their own
members that too in very less numbers. Also, they do not use other platforms such
as YouTube and LinkedIn as a platform to reach people.
 People who are willing to donate to Ahoban Foundation, must scroll through their
Facebook page to get the information. Their website has not been updated for
months and also fails to provide detailed information regarding their events and
projects.
 They do not have much in terms of news publications or articles regarding their
work. As a result, people do not get much information regarding their works. As
per our research, we managed to find only three articles about Ahoban till date.
 Most of their projects focus on children. They currently have 5 projects out of
which 3 of them are dedicated just for children. Only regular activity that works
with both children and adults is “Winter Warmer.” We also found that the projects
that focus on working with both adults and children lack continuity.
 Pages of their website are not responsive. For example: if one goes to the projects
section and wants to switch to “what we do” section they must go to the
homepage at first because it does not respond.
 The organization does not have collaboration with many financial institutions
such as Banks that would help them receive donations easily.

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 RECOMMENDATIONS

Even though Ahoban Foundation has been operating effectively since its establishment, there are
still some areas where they can improve. They will be capable of conducting their operations
more successfully if they place greater emphasis on the following areas - 

Upgradation of Existing Digital and Social Channels

The existing channels of Ahoban Foundation are not designed, built, and operated in a very
modern way. This hampers the organization's overall reach and impact despite having a good
span of digital and social media channels. They could take the following measure to improve
their existing channels - 

 Post contents more frequently on social media handles to improve & optimize Organic
Content Rankings
 Conduct regular maintenance of the website and keep its information up to date. 
 The website should have a direct CTA (Call To Action) button for donations that will
lead prospective donors to a dedicated donations page with an integrated payment
gateway.

Integration of New Digital Channels & Tools

Ahoban foundation can increase its reach to the mass public by making the best use of modern
digital channels and tools that are available today. In order to do so, we recommend the
following measures - 

 Create a specific Twitter and LinkedIn account under its name. This will increase its
accessibility to corporates and clients from abroad
 Create a YouTube and TikTok account to take advantage of the emerging use of short
video contents instead of static ones. At the same time, these channels are a great way to
connect with the young generation and encourage them to be a part this noble cause
 Use DSPs (Demand-side Platform) such as Eskimi to leverage data and reach a better
suited audience with hyper targeting for future fundraising campaigns

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  The organization may concentrate more on expanding its exposure to the general
population. Search Engine Optimization (SEO) and Search Engine Marketing (SEM) can
help them in achieving this.

Engagement and Unique Campaigns

With existing its projects and programs, Ahoban Foundation is very well-organized. However,
there are a few untapped areas through which they can design more unique campaigns and create
better engagement of the youth. To overcome this, they can take upon the following
recommendations - 

 As a youth focused organization AHOBAN Foundation can create coaching centers to

trains outsourcing jobs such as Graphic Design, Web Developer, Photo & Video Editing
etc.
 Run campaigns in association with various school, college, university social clubs to
reach to encourage & engage the young generation in working towards the betterment of
the society.
 With the recent pandemic we all realized the importance of Public Health & Safety.
Ahoban Foundation can design campaign to generate mass awareness regarding public
health measures. This will be beneficial for making us prepared for any mass health
hazard.
 Ahoban Foundation can reach out to different corporate companies with proposals
collaborate on projects as CSR (Corporate Social Responsibilities) partners. They can
also install donation boxes in these corporate offices.

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 NEW STRENGTHS & WEAKNESSES
OF AHOBAN FOUNDATION

Our recommendations can bring remarkable success to the organization’s communications

reachability and brand image. However, these additional measures have both equal parts
strengths and weaknesses, which may be resolved if the right actions are done. The procedures
don't call for much professionalism. Instead, it requires strong determination and careful
preparation to improve in the tasks.

New Strengths:
 Frequent activity on social media platforms will help the organization stay on the top of
mind of its target audience and improve their Organic Content Rankings
 An improved and up to date website with the right integrated tools will give the visitors
proper information and smoother experience. The organization will not end up loosing
potential donors or volunteers.
 More than 10 Lac people engage with outsourcing jobs in Bangladesh which
generating online revenue and reducing unemployment rate. The organization
would be making an enormous impact by designing campaigns with this sector.

Weaknesses:
 Proper social media management, upgradation & proper maintenance of the website, and
using third party tools for better marketing reach will all incur additional costs.
 Political and legal barriers may arise while designing and new project as large scale
targeted to the mass population.
 There are other big and popular NGOs like TMSS or Bidyanando Foundation which have
far better reach and brand establishment. Most of the people prefer to donate to these
well-known NGOs for financial assurance. Collecting donation for small NGO like
Ahoban Foundation might be difficult.

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  Effective and efficient human resources recruit is very crucial for implement any project
successfully. Sometimes it might be tough to get skill human resources for AHOBAN
Foundation.
 Strategic planning defines vision, goals and objectives for the future. That’s why lack of
strategic planning can hinder to complete the project.
 Implementation of projects can be difficult due to poor management and networking.

CONLCUSION

Ahoban started their operation with the goal of helping the ones in poverty with an improvement
in their quality of life. With their projects like “Winter Warmer”, ‘Feast for the Children” they
have been successful in achieving their goal.

Social medias like Facebook, Instagram are a powerful tool in this era of technology. With
growing number of social media user, it is important that NGOs like Ahoban too are widely
active in order to showcase their activities on various platforms like Facebook and be up to date.
That would help them get more attention and raise their fundings. Slowly they are getting
support from various organizations like Official Liverpool supporters Club of Bangladesh and
FCIBD garments (Raihan, 2020), if they indulge their presence in social media with our
suggestions, we believe that they will be able to grow.

No organization is perfect. Even bigger ones did have weaknesses and they worked hard in
finding out the problems, work on it to become successful. With all our research, we can
conclude that Ahoban is a well-structured organization with a good motive however they too
have some weaknesses. If they overcome their weaknesses one day, they will be as renowned as
one of largest and most impactful nonprofit organizations of Bangladesh.

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Appendix A: Questionnaire
REFERENCES (APA FORMAT)

All you have to do is AHOBAN. (n.d.). New Age | The Most Popular Outspoken English Daily in

Bangladesh. Retrieved August 26, 2022, from

https://www.newagebd.net/article/107277/all-you-have-to-do-is-ahoban

Home. (2021, December 3). AHOBAN Foundation. Retrieved August 26, 2022, from

http://ahobanfoundation.com/

Projects. (2020, April 4). AHOBAN Foundation. Retrieved August 26, 2022, from

http://ahobanfoundation.com/projects/#whoweare

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 APPENDIX

Appendix A: Questionnaire

1. Please give a brief description of Ahoban Foundation?

2. What are your notable projects?

3. What are the challenges for Ahoban Foundation in times of its projects?
4. What is the vision for this year?
5. What other things Ahoban Foundation want to do for the society?

Appendix B: Interview Transcript

“Interview Details”

Appendix C: Distribution of Work

NAME Contribution
Hrithik Agarwala  Brief Statement & Purpose of the Project
 Research Methodology
 Company Overview
Sadman Sakib  Strength and Weakness
Tasmia Sajjad  Abstract
Akash Malakar  Conclusion
 New Strengths and Weaknesses
Tahsin Jalal  Engagement and Unique Campaigns
 Recommendations
 New Strengths and Weaknesses
 Compilation, Formatting and Editing
Hasan Muhammad Usma  Letter of Approval
 Letter of Transmittal
 Existing Social-Media & Branding

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 Strength & Weaknesses

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Appendix D: Current Digital & Social Media Communication of Ahoban Foundation:

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