Over the years, the Internet has gained so much significance and popularity, that it has involved with different kinds of businesses, institutions, organisations and all kinds of networks. The Akshaya Patra Foundation is one such entity to have benefitted massively from the internet. The organisation uses the internet for collation of information, communication, networking, information for collaboration and partnerships, fund raising and branding. Various channels like search engine optimisation, social bookmarking, social media marketing, e-mail marketing and blogging help in creating awareness and raising donations.
The internet lets the organisation place vast information on the global map like its history, operational structure and financial data. Besides, the Internet also lets the NGO share its case studies and success stories with the world. The not-for-profit organisation which provides free mid-day meals to 1.3 million children across India has benefitted immensely from social media networking.
The advantages of social media to NGOs are phenomenal. A single ‘like’ on the Akshaya Patra Facebook page or a single ‘re-tweet’ by a famed personality on Twitter, posted on the Akshaya Patra Twitter page, has the potential to create maximum impact. It’s a platform for this organisation to engage with existing donors, volunteers and fans. It further helps in generating funds, garner supporters and in brand recognition.
The internet also helps in maintaining records, carrying out statistical analysis due to the availability of vast information and maintaining transparency, above all. A website can carry all the information that a donor, beneficiary or an employee would seek.
The Akshaya Patra Facebook page has 51,261 likes which is a 100 per cent increment from the previous quarter. Renowned personalities like Helen Clark of United Nations Development Programme (UNDP), Rajdeep Sardesai of CNN-IBN, Sonu Nigam from the entertainment industry have been following Akshaya Patra on Twitter and have also re-tweeted posts shared by the organisation. The organisation’s YouTube channel has about 111, 115 viewers. The NGO is also present on Google Plus, Pinterest and LinkedIn.
