An Introduction to North East Foundation for Education and Research

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NGO Project Report 2010

ACKNOWLEDGEMENT

This project is not my individual effort. There are many people whom I want to

thank from the bottom of my heart. There are many who contributed to best of

their efforts for the completion of this project within the stipulated time. No words

can express my gratitude towards them. To begin with, I would like to convey my

regards and loads of thanks to Prof. MANISHA KARANDIKAR, ITM Business

School, Navi Mumbai for her guidance and kind support. She has always been

there in the time of need and has always guided me to the right path. Thanks a

lot madam.

I am also thankful to Dr. Arupjyoti Choudhury, President, North-East

Foundation for Education and Research, Guwahati from the bottom of my

heart for his precious time & proper guidance in the preparation of my project. He

has always been very calm and patient while answering thousands of my

queries. Thanks a lot to you sir.

I would also like to thank two more person Prof. RICHA BHANDARI, ITM

Business School, Navi Mumbai & Prof. ROOPAM GOSAI, ITM Business

School, Navi Mumbai for providing their helping hands in the most crucial

stages of the project and answering all the queries with patience. I cannot thank

both of you enough for your co-operation and support.

Finally, I would like to thank my family & friends especially Sparsh who hasalways been there in the time of need and in all my frustration periods during the

preparation of the report. Thank youfor your cooperation in completion &

submission of the project.

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TABLE OF CONTENTS

S.NO. TOPIC PAGE NO.1

1.1

1.2

1.3

INTRODUCTION TO N.G.O.

History

Types of N.G.O s

Classification

5

6

6

8

2.0

2.1

2.2

2.3

2.4

2.5

HISTORY OF GUWAHATI

History

Demographics

Economy

Terrorism and Insurgency

Infrastructure

10

11

12

12

14

14

3.0

3.1

NORTH EAST FOUNDATION FOREDUCATION AND RESEARCHINTRODUCTION TO NEFER

16

17

4.0 OBJECTIVES OF NEFER 185.0

5.1

5.2

5.3

AREAS COVERED BY NEFER

Journalism and Mass Communication

Parliamentary Studies

Science Communication

20

22

22

23

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5.4

5.5

Peace and Conflict Studies

Human Rights Awareness

23

246.0

6.1

6.2

STUDY OF N.G.O THROUGH

MANAGEMENT PERSPECTIVES

PPM

Ethics, Leadership and Teamwork

25

25

26

7.0

7.1

7.2

7.3

7.4

HUMAN RESOURCE MGMT.

MANPOWER PLANNING

RECRUITMENT POLICIES

TRAINING

EMPLOYEE RELATION

27

27

27

27

288.0

8.1

OPERATIONS

Objectives and the operational aspect of

the N.G.O.

29

29

9.0

9.1

9.2

9.3

9.4

RESOURCE MANAGEMENT

Source of Funds

Disbursement of Funds

Surplus Funds

Plans to Increase Financial Resources

31

31

32

32

3210.

0

MARKETING with reference to Value

Chain Model

33

11. A unit of NEFER - RIJAM 40

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012.

0

12.1

12.2

Project work with NEFER : TRENDS IN

MEDIA

Film Festival

The Life Story Of Matin Luther King Jr.

43

47

49

13.

0

LEARNINGS FROM THE N.G.O 52

14.

0

SUGGESSTIONS 55

15.

0

REFERENCES 56

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1.0 INTRODUCTION TO N.G.O

Non-governmental organization (NGO) is a term that has become widely

accepted as referring to a legally constituted, non-governmental organization

created by natural or legal persons with no participation or representation of any

government. In the cases in which NGOs are funded totally or partially by

governments, the NGO maintains its non-governmental status and excludes

government representatives from membership in the organization. Unlike the

term intergovernmental organization, "non-governmental organization" is a term

in general use but is not a legal definition. In many jurisdictions these types of

organization are defined as "civil society organizations" or referred to by other

names.

The number of internationally operating NGOs is estimated at 40,000. National

numbers are even higher: Russia has 277,000 NGOs. India is estimated to have

between 1 million and 2 million NGOs.

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1.1 History

National NGOs go back to antiquity. International non-governm

organizations have a history dating back to at least 1839. Rotary, later Rotary

International, was founded in 1905. It has been estimated that by 1914 there

were 1083 NGOs. International NGOs were important in the anti-sl

movement and the movement for women's suffrage, and reached a peak at the

time of the World Disarmament Conference. However, the phrase

governmental organization" only came into popular use with the establishment of

the United Nations Organization in 1945.An N.G.O can be defined as "any

international organization that is not founded by an international treaty".

1.2 Types of NGOs

Apart from "NGO", often alternative terms are used as for example: independent

sector, volunteer sector, civil society, grassroots organizations, transnational

social movement organizations, private voluntary organizations, self-h

organizations and non-state actors (NSA's).

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Non-governmental organizations are a heterogeneous group. A long list of

acronyms has developed around the term "NGO".

These include:

CSO, short for civil society organization;

DONGO: Donor Organized NGO;

ENGO: short for environmental NGO, such as Global 2000;

GONGOs are government-operated NGOs, which may have been set up by

governments to look like NGOs in order to qualify for outside aid or promote the

interests of the government in question;

INGO stands for international NGO; Oxfam is an international NGO

QUANGOs are quasi-autonomous non-governmental organizations, such as the

International Organization for Standardization (ISO). (The ISO is actually not

purely an NGO, since its membership is by nation, and each nation

represented by what the ISO Council determines to be the 'most broadly

representative' standardization body of a nation. That body might itself be a

nongovernmental organization; for example, the United States is represented in

ISO by the American National Standards Institute, which is independent of the

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federal government. However, other countries can be represented by national

governmental agencies; this is the trend in Europe.)

TANGO: short for technical assistance NGO;

GSO: Grassroots Support Organization

MANGO: short for market advocacy NGO

1.3 Classification

There are also numerous classifications of NGOs. The typology the World Bank

uses divides them into Operational and Advocacy:

The primary purpose of an operational NGO is the design and implementation of

development-related projects. One frequently used categorization is the division

into relief-oriented versus development-oriented organizations; they can also be

classified according to whether they stress service delivery or participation; or

whether they are religious or secular; and whether they are more public or

private-oriented. Operational NGOs can be community-based, national

international.

The primary purpose of an Advocacy NGO is to defend or promote a specific

cause. As opposed to operational project management, these organizations

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typically try to raise awareness, acceptance and knowledge by lobbying, press

work and activist events.

USAID refers to NGOs as private voluntary organizations. However many

scholars have argued that this definition is highly problematic as many NGOs are

in fact state and corporate funded and managed projects with professional staff.

NGOs exist for a variety of reasons, usually to further the political or social goals

of their members or funders. Examples include improving the state of the natural

environment, encouraging the observance of human rights, improving the

welfare of the disadvantaged, or representing a corporate agenda. However,

there are a huge number of such organizations and their goals cover a broad

range of political and philosophical positions. This can also easily be applied to

private schools and athletic organizations.

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2.0 Guwahati

Guwahati (Assamese: , previously spelled Gauhati) is a major city in

eastern India, with a population of 818,809 (2001 census). The largest city in the

North-East Region of India, it is considered by some to be the "gateway" to the

region. Dispur, the capital of the Indian state of Assam, is located within the city.

Guwahati is one of the most rapidly growing cities in India; during the past few

decades it has experienced expansion and also a steep rise in population.

According to a survey done by a UK media outlet, Guwahati is among the 100

fastest growing cities of the world, and is the 5th fastest growing among Indian

cities.

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The city is situated between the southern bank of the Brahmaputra river and the

foothills of the Shillong plateau, with LGB International Airport to the west, and

the town of Narengi to the east. The city is gradually being expanded as North

Guwahati to the northern bank of the Brahmaputra. The Guwahati Municipal

Corporation, the city's local government, administers an area of 216 km, while

the Guwahati Metropolitan Development Authority, the planning

development administers an area of 340 km.

Guwahati is a major commercial and educational center of North-East India and

is home to world class institutions such as the Indian Institute of Technology

Guwahati. The city is also a major center for cultural activities and sports in the

North Eastern region and for the administrative and political activities of Assam.

The city is also an important hub for transportation in the North East Region.

The name Guwahati is derived from two Assamese words: 'guwa' (areca nut)

and 'haat' (market place). The name used to be spelled as Gowhatty (pre-

colonial and colonial), standardized to Gauhati (colonial-British), which was then

changed to the present form in the late 1980s to conform to the local

pronunciation.

2.1 History

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View of part of Guwahati from the Sarania Hills, with the Brahmaputra river. The

peaked Kamakhya Hills are to the left, the Saraighat bridge can be seen near the

horizon, and on the right bank is North Guwahati. The Nehru stadium and the

railway station are faintly visible, right bottom.

Guwahati's myths and history go back several thousands of years. Although the

date of the city's beginning is unknown, references in the epics, puranas, and

other traditional histories, lead many to assume that it is one of the ancient cities

of Asia.

2.2 Demographics

Guwahati is one of the most rapidly growing cities in India. The city's population

grew from just two-hundred thousand in 1971 to more than five-hundred

thousand in 1991, and in the census of 2001 the city's population was found to

be 808,021. By 2011, it is estimated that Guwahati will boast more than a million

residents.

In 2001, males constituted 55 percent and females at 45 percent of Guwahati's

residents. It was found that 10 percent of the population is under 6 years of age.

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Guwahati has an average literacy rate of 78 percent, with male literacy at 81 and

female literacy at 74 percent.

2.3 Economy

As a river port, Guwahati has traditionally been an important administrative and

trading center. Separate income estimates for the city are not yet available as

city-level income estimation is not a traditional practice in India, and is not

practiced in a systematic and continual manner. However, by looking at the

agglomeration of activities and employment patterns it can be

understandable that the city contributes a lion's share of the state's income.

The major economic activities are trade and commerce, transportation and

services. Guwahati is the most important trade hub in the North Eastern Region.

It is a major wholesale distribution center, a marketing hub, and also a retail hub

of the region. The Guwahati Tea Auction Centre is one of the largest in the

world. As in other cities, 'mall culture' is slowly invading Guwahati. Manufacturing

is also an important activity, although it is not comparable to those of India's

rapidly growing industrial cities. The most important manufacturing industry in the

city is the petroleum refinery of IOCL at Noonmati. The city is contains the

headquarters or regional offices of several manufacturing and bu

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establishments, e.g. Numaligarh Refinery Limited (NRL). Guwahati is also

important for printing and publishing, as well as businesses related to electronic

and print media. During the past two decades, businesses such as real estate

development, finance, etc. have also intensified.

Tourism and recreation, education, research, cultural activities, etc. are also

slowly increasing and contributing to city's economy.

2.4 Terrorism and Insurgency

Assam conflict

There is a fair amount of ethnic and religious diversity in Guwahati, but the city

has been plagued by terrorism and insurgency in recent years.

bombings were carried out in 2008 and 2009, claiming a total of at least 96 lives

and wounding around 600 others.

Terrorist groups believed to be active in and around Guwahati and Dispur

include:

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Harkat-ul-Jihad-al-Islami (HuJI)

Karbi Longri N.C. Hills Liberation Front (KLNLF)

United Liberation Front of Asom (ULFA)

National Democratic Front of Bodoland (NDFB)

2.5 Infrastructure

Although being a medium sized city, ranking around 50th (in terms of population)

in India, the city's quality of life is comparatively higher. A recent survey (2006)

by a popular Indian magazine - Outlook (Money) ranked Guwahati 17th among

all the major and medium sized Indian cities.

The city provides competitive residential and working environments with beautiful

landscapes, pleasant climate, modern shopping areas, modern apartments and

bungalows, and considerably good social infrastructure.

Yet infrastructure in the city still requires extensive attention, which can increase

and revolutionize the city's reputation, investment environment, and overall

growth pattern. Major investments in infrastructure are being planned in the city,

covering many aspects of the utilities and transportation infrastructures, with

financial assistance from the Asian Development Bank (ADB). Guwahati is to

also to receive substantial city development funds from JNNURM (Jawaharlal

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Nehru National Urban Renewal Mission) - the Government of India's recently

conceived comission for urban development, and a development plan for the city

has been recently finalized. The city suffers from the lack of sufficient utilities for

the development of infrastructure. The existing water supply syst

inadequate, depending largely on ground water resources (higher water level). It

also lacks a comprehensive underground sewage system. Septic tanks at

individual houses are popular. The storm drainage system is comparatively

good, although many areas experience water logging due to heavy rainfall in the

monsoon season. Extensive soil erosion from the hills and clogging of the

drainage system is frequent and expensive for the city. Solid waste is being

managed by the local authority with private partners. It lacks modern equipment,

methods and practices.

3.0 North East Foundation for Education and Research

an N.G.O

NAME OF THE ORGANIZATION : North East Foundation for E

and Research

REGISTRATION NO. :

REGD. ADDRESS :

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District Kamrup,State - Assam

ADDRESS OF CORRESPONDENCE: House No 18, B.N. Das Lane, Ambari,

Guwahati - 781001, Assam

AREA OF OPERATION : The wh

and the rest of North East region

of India

CHAIRMAN

PRESIDENT

SECRETARY

TREASURER

NO. OF PERMANENT MEMBERS : 10

3.1 An Introduction to North East Foundation for

Education and Research (NEFER)

North East Foundation for Education and Research (NEFER) is registered as a

Non-Governmental Organization (NGO) under the Registration

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KAM/240/N/257 and was started in 2002-03. It has in all 10 permanent

members. The N.G.O was an initiative of a visionary personality Dr. Debaprasad

Baruah who has been a former Vice Chancellor, Gauhati University. Since its

inception the organization is continuously working in a number of projects in

educational field particularly journalism and creating awareness in the society in

various other sectors by taking up various projects and programs in field of

parliamentary studies, mass communication, science communication, peace and

conflict studies & human rights, in and around Guwahati and north-east as a

whole which has helped and guided the organization to make an impact on the

society at large.

The particular field of education has been picked up by NEFER because the

region in which NEFER is situated i.e North-East is lagging far behind in terms of

educational opportunities, avenues and infrastructure. That is why the promoters

of the organisation who are all related to the field of educational in this part of the

country have taken up the cause of education.

The different activities include

Conducting Diploma & Certificate course in Journalism &

Communication.

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Celebration of International Human Rights Day every year by organizing

day long seminars and functions.

Organizes Seminars from time to time on different sensitive issues

concerning the north-east and the latest developments in media.

Conducts workshops from time to time in association with American

Centre ,Kolkata

Organizes film festivals with American Centre, Kolkata.

Worked as evaluating agency of the project: Use of Folk Media for

Science and Communication. The project was sponsored by Department

of Science and Technology, Govt. of India.

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NEFER also conducts 6 month certification course on S

Communication by the Department of Science and Technology, Govt. of

India.

Conducting Intensive coaching for competitive examination viz., ACS since

2000.

Conducting electrical Wiremen training funded by Assam Mino

Development & Financial Corporation Ltd., since 2000.

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4.0 OBJECTIVES OF THE N.G.O

The main objectives of the N.G.O are

To aid, establish, takeover or collaborate with any institution, school,

college, university, association for physical, mental, spiritual,

educational development, uplift of intelligence and skills or its

development and undertake all such activities as similar institutions are

normally legally allowed to do.

To undertake, sponsor, support, organize, aid or otherwise associate

with activities for promotion of educational, mental, spiritual and

physical development, upliftment and excellence of adults and children

of all ages without any distinction of caste, creed or religion and in the

interest of mankind in general.

To aid, propagate, impart and adopt any audio-visual methods for

solving the problems of crime, drug abuse, socially delinquent and

aberrant trends and help in the inculcation of such behaviour as would

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bring happiness in the society without making distinction on the basis of

social and economic status, caste, creed or religion of the beneficiaries.

To establish any home or institution or society for the welfare of victims

of natural calamities and/or to provide food and shelter to any nearby

person or persons from time to time.

To aid or establish any institution or adopt means for imparting,

promotion of any art, science or any other field of education and to

carry out, aid, sponsor and facilitate experiment, research and

development in any or all streams of knowledge, art, science and

practices.

To undertake the compilation, printing, and publication of books,

magazines in any kind of media.

To institute, award honours, titles, medals, prizes for educational

excellence attainment research and competition and also in competition

of physical games, social achievement and to award scholarships to the

needy and deserving persons.

To render help, arrange for and encourage and promote celebrations of

national, cultural and social and other festivals as conducive to the

objectives of the N.G.O

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To do any other act or thing which is ancillary to the achievement and

promotion of any of the foregoing objectives.

To initiate, maintain, aid, sponsor, organize, programmes, institutions

for alleviation of poverty, unemployment and also work for socio-

economic development of the people in general.

5.0 AREAS COVERED BY NEFER

5.1 Journalism and Mass Communication

RIJAM (Regional Institute of Journalism and Mass Communication)a

unit of NEFER is a full time institute in journalism offering full time as

well as distance learning course in journalism and

communication.

5.2 Parliamentary Studies

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Parliamentary Studies exists to promote effective policy making and

good governance through better interaction between Parliament and

other stakeholders in society. In order to achieve this NEFER organizes

a range of conferences, workshops and seminars for different target

groups that address current public policy issues in the India and on the

international stage. These provide a forum for policy discussion, debate

and networking. NEFER also run a range of seminars that give people

with the essential skills a chance to know the world of Parliament and

Government, and to develop and implement public policy

effectively.

5.3 Science Communication

NEFER in association with Department of Science and Technology, Govt. Of

India has taken up the cause of imparting knowledge to the people the use of

science in daily life through various campaigns organized in rural areas. The

message is given in the form of plays known as Bhauna, which is a popular

variant of theatre in rural Assam. The result is that people come to know about

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how to use science in daily life to their advantage and as it always is, learning

done with entertainment is easy to remember.

5.4 Peace and Conflict Studies

North East being one of the sensitive areas of the country

provides a great scope for Peace and Conflict Studies where you

can learn about why were the insurgency groups formed and with

what objectives and how diverted they are at the moment from the

original objectives. Peace is one of the most desired and sought

after object in the world at present and in northeast it is not any

different. NEFER organizes workshops for various target groups to

keep them equipped with the recent scenarios.

5.5 Human Rights Awareness

The doctrine of human rights aims to identify the necessary positive

and negative prerequisites for a "universal" minimal standard of justice,

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tolerance and human dignity that can be considered the public moral

norms owed by and to individuals by the mere virtue of their humanity.

Such prerequisites can exist as shared norms of actual

moralities, as justified moral norms or moral rights supported by strong

reasons, as legal rights at a national level, or as a legal right within

international law. NEFER has already organized many conferences in

this regard and many more are to come. Celebration of HUMAN

RIGHTS DAY is an annual event of NEFER.

6.0 STUDY OF SOME OF THE MANAGEMENT ASPECTS

IN AN N.G.O

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6.1 STRUCTURE AND HEIRARCHY OF EMPLOYEES:

6.2 ETHICS, LEADERSHIP STYLE AND TEAM WORK

27

Chairman

President

Office StaffField Staff

Public Relation

Finance

Human Resource


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After having being a part of the N.G.O what was clear about the style of

leadership was that the style of leadership adopted in the N.G.O is Participative

Leadership Style. All the members are made a part of the decision by the leader

by inviting participation from the members and taking a collective decision.This

way all the members feel a sense of belonging towards the organisation and

work whole heartedly for whatever work comes up.

After assessing all the pros and cons about the activities required in the field of

work a team is formed. This team is taught the importance of team work and how

a team can help complete a piece of work with minimum effort and maximum

efficiency. They are then given some group activity to perform so that the team

gels well. For field activities as soon as a team is formed a team leader is elected

by general voting of the team members and also by seeing the behavior and

attitude of an individual towards the work or by selection through some activities.

This team leader is given the activity chart and is made responsible to complete

all the activities in time. He is also supposed to divide responsibilities among his

team members without any partiality and according to the capabilities of an

individual. Then after the formation of team and team leader a session is taken

up to make the team aware about work ethics. They are also told as how these

ethics are important for every organization to succeed and achieve their goals.

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7.0 HUMAN RESOURCE MANAGEMENT

7.1 MANPOWER PLANNING: After taking up a project a proper manpower

planning is done to see as how many members are enough for the proper

functioning of the project. Basically for a project 4 to 6 members are required.

7.2 RECRUITMENT POLICIES: There is no specific procedure for the

recruitment policy in place inside the organization. Sometimes for newspaper

advertisements are given but they are not very regular. The reason for this

irregularity is the shortage of funds in the hands of the organization. As the

organization gets funds only through grants and donations and is dependent on

its main feeder RIJAM (Regional Institute of Journalism and

Communication) the organization has to hire employees accordingly.

7.3 TRAINING:The N.G.O provides training by letting the volunteers know

about each and every aspect of the field work and then throw them straight into

the field work.

However for the office staff there is arrangement for training sessions from time

to time organized by the promoters of the N.G.O through their networks. The

George Telegraph Training Institute, Guwahati has been associated in providing

training for the office staff

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7.4 EMPLOYEE RELATION: Goodemployee - employer relations lays a

strong foundation for the effective working of an organisation. Responsibility of

employee grievance handling in the organisation is altogether of the head of the

organisation. Dr. Arupjyoti Choudhury is the sole person responsib

employee complaints etc. Being the sole person handling employee complaints

therefore the process is fast and effective as well. He ensures that discipline is

maintained in the organisation and justice is given to all the employees. The

overall employee employer relation in the N.G.O is very cordial and it shows in

the friendly environment in the organisation.

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8.0 OPERATIONS

8.1 OBJECTIVE AND THE OPERATIONAL ASPECT OF THE N.G.O:

North East Foundation For Education and Research has picked up the particular

field to work in Education for the sole reason because this region is lagging far

behind in terms of educational opportunities avenues and infrastructure. That is

why the promoters of the organisation who are related to the field of education in

this part of the country have taken up the cause of education.

NEFER in order to attain its objective

Operates an a unit under it, known as Regional Institute for Journalism

And Mass Communication (RIJAM), the oldest in the region to give the

youngster in the north - east a platform from which they can achieve

greater heights.

Organize Seminars and workshops on different educational topics for

different schools, colleges as well as for its unit RIJAM.

Organizes workshops on Parliamentary Studies in high schools and

colleges.

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Organizes campaigns as a part of their process in spreading awareness

on Science Communication in different backward areas in the north-east

villages.

Promoting Peace & Conflict Studies to make people of north-east

particularly the student fraternity aware of the situation in the north-east to

take their stand against terrorism and promote peace in the region.

Creation of awareness on Human Rights among the people of north east

especially in the rural areas.

The N.G.O. carries out its operation with the grants, donations and the

funds it gets from its feeding unit RIJAM and it ties up with schools,

colleges, and local authorities to carry out its activities so that it can attain

the objectives set by the organisation. Over the years NEFER has built a

strong bond with American Centre, Kolkata and has carried out numerous

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workshops, seminars and awareness programmes in association with

them.

9.0 RESOURCE MANAGEMENT

Funds are very crucial for successful operation of an N.G.O. Effective

financial management is to be done within the organisation so that the

funds are utilized in a proper way. Following is the manner in which

NEFER manages its resources -

9.1 Source of Funds: There are basically 4 types of sources of fund for

NEFER i.e Feed from RIJAM, International Aid, Private Donations and

Local Banks.

The North East Foundation for Research and Education (NEFER) is the

umbrella institution and has a unit under it namely Regional Institute for

Journalism and Mass Communication (RIJAM) which is its main feeder.

Moreover the long association with American Centre, Kolkata provides

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NEFER with the luxury of taking aids from time to time for various projects

and American Centre has always been supportive to the organisation. Also

NEFER bids for tenders in projects having scope of work related with their

objectives, whenever government floats tender in the market.

Then there are private donations which are always welcomed.

Sometimes when the disbursement of funds takes place in installments, it

very difficult to maintain funds from there. So NEFER takes help of loans

from local banks to maintain the cash level in the organization. These

loans are for a short period of time and as soon as the funds are disbursed

the loans are repaid back. Raising loans is not so easy for an upcoming

N.G.O. and it gets its loan sanctioned mostly only when the project is a

part of a government initiative.

9.2 Disbursement of Funds:

After the allocation of funds takes place the organization prepares an

activity chart which specifies the name of activities, approved budget for

each activity and the money spent for each activity.

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9.3 Surplus Funds: Since NEFER is not a profit making organisation

the surplus in case if any is used in other welfare activities or returned

back to the source.

9.4 Plans to increase financial resources: There are no specific

plans to increase the financial resources of the organization since this is a local

N.G.O and hence there are not much chances of raising money from local

resources.

10.0 MARKETING

Marketing plays an important role in the successful working of an N.G.O. Reason

for this is because it is very difficult to carry activities without the funds and

marketing is regarded as a very important tool in gathering funds by bringing in

awareness about the organisation through various promotional activities an

N.G.O. will be able to collect funds for itself.

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However in the case of NEFER we have seen that NEFER is not into marketing.

It believes in creating awareness about itself to the general public by the

activities it does or through the word of mouth of the RIJAM students. Hence

there is a lot of work that can be done in the area of marketing. Let us have a

look at the overall working of NEFER with reference to Michael Porters VALUE

CHAIN MODEL.

The value chain is a systematic approach to examining the development of

competitive advantage. It was created by M. E. Porter in his book, Competitive

Advantage (1980). The chain consists of a series of activities that create and

build value. They culminate in the total value delivered by an organization. The

'margin' depicted in the diagram is the same as added value. The organization is

split into 'primary activities' and 'support activities.

Porters Value Chain

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Inboun

d

Logisti

cs

Operatio

ns

Outboun

d

Logistics

Marketi

ng

&

Sales

Servic

e

M

a

r

g

i

n


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Primary Activities:

Inbound Logistics

Here goods are received from a company's suppliers. They are stored until they

are needed on the production/assembly line. Goods are moved around the

organization.

IN CASE OF NEFER: NEFER provides service to the society by organizing

various workshops and seminars and awareness programmes. It operates a full

time Journalism Institute and various activities that it runs along with it require

funds. Fund procurement is the basic activity that can be described in INBOUND

LOGISTICS. Private Donations, Feed from RIJAM, International Aid, Govt.

Grants and Loans from Local Banks provide the inbound logistics.

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Firm Infrastructure

HR Management

Technology

Develo ment

Procurement


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Operations

This is where goods are manufactured or assembled. Individual operations could

include room service in a hotel, packing of books/videos/games by an online

retailer, or the final tune for a new car's engine.

IN CASE OF NEFER: Operations in NEFER include looking after the smooth

running of RIJAM, making activity chart, allocating funds for different activities

and preparing budgets for the different activities.

Outbound Logistics

The goods are now finished, and they need to be sent along the supply chain to

wholesalers, retailers or the final consumer.

IN CASE OF NEFER: Carrying out the various seminars, workshops,

campaigns smoothly and delivering to the target beneficiaries. Going to field of

action or the venue and carrying out the activities. Looking after the organisation

of the events from scratch till the end.

Marketing and Sales

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In true customer orientated fashion, at this stage the organization prepares the

offering to meet the needs of targeted customers. This area focuses strongly

upon marketing communications and the promotions mix.

IN CASE OF NEFER: Not much work is done in the field of marketing by

the N.G.O. and a lot of scope for improvement is there to work upon.

Service

This includes all areas of service such as installation, after-sales service,

complaints handling, training and so on.

IN CASE OF NEFER:NEFER through its association with different agencies,

schools and colleges organizes campaigns in spreading awareness on different

issues. Their job is not done after the completion of the seminar, but the N.G.O.

should try to find out what impact it has created after the workshops and

seminars have been organized.

Support Activities

Procurement

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This function is responsible for all purchasing of goods, services and materials.

The aim is to secure the lowest possible price for purchases of the highest

possible quality.

IN CASE OF NEFER: The materials used for day to day activities in the

organisation, the materials used in the events organized by the N.G.O. are

procured with minimum cost and so that they can be utilized for maximum

output.

Technology Development

Technology is an important source of competitive advantage. Companies need

to innovate to reduce costs and to protect and sustain competitive advantage.

This could include production technology, Internet marketing activities, lean

manufacturing, Customer Relationship Management (CRM), and many other

technological developments.

IN CASE OF NEFER: The N.G.O doesnt possess enough funds for such

luxuries but it could be worked upon if funds are available at disposal of the

N.G.O. at large.

Human Resource Management (HRM)

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Employees are an expensive and vital resource. An organization would manage

recruitment and selection, training and development, and rewards

remuneration. The mission and objectives of the organization would be driving

force behind the HRM strategy.

IN CASE OF NEFER: The HRM in NEFER is a strong point for the

organisation as Dr. Arupjyoti Choudhury is at the helm of the things and is

respected by the staff and the staff is well looked after by Dr. Choudhury.

People at the N.G.O. seemed happy with their jobs.

Firm Infrastructure

This activity includes and is driven by corporate or strategic planning. It includes

the Management Information System (MIS), and other mechanisms for planning

and control such as the accounting department.

IN CASE OF NEFER: The planning for all the activities is done by Dr.

Debaprasad Baruah who along with Dr. Choudhury is at the thick of the

things at the N.G.O. Also the maintenance of day to day accounts is the

work of Mr. Subhash Goswami. All the activities are recorded in PCs but

MIS is missing.

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By studying the value chain of the N.G.O that I have worked with i.e

NEFER, we come to understand the weak linkages are MARKETING and

Technology Development.

The most important aspect that would propel an Ngo to great heights is

marketing. The N.G.O. should try to increase its marketing activities by

using traditional marketing techniques like pamphlets and newspapers if it

cannot afford to access the modern marketing mediums such as websites,

advertisements etc. Lack of fund play an important role in hampering the

progress of the N.G.O. Involving celebrities in organizing events can be

used as a marketing tool. Marketing can be used to attract human and

capital resources for the N.G.O. Taking the help of corporate for the cause

of betterment of the society can be another way to market the Ngo.

Teaming up with schools and colleges would make them reach out to the

public at large. Printing calendars with N.G.O mission could be an option to

reach the common mass.

A unit of NEFER Regional Institute of Journalism And Mass

Communication (RIJAM)

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The modern world has come to recognize communication as an essential

component for catalyzing national development and social change. From printing

to film technology and from high definition TV to super-highway technology,

communication infrastructure has witnessed major breakthroughs in the present

times. The developed world has already reaped benefits of these developments

by producing batches of communicators well versed in enjoying the benefits of

communication revolutions. With the massive expansion of communication

infrastructure in our country, India too have felt the pressing need to have

communicators and journalists trained in the latest state of the art technology for

its effective use. In view of all these developments, India has witnessed a sudden

surge in the growth of teaching centre for Journalism and Mass Communication.

The necessity of better exploitation of the communication media is more acute

and urgent for the north east part of the country.

RIJAM is the fall out of the intense realization on the part of the people of the

North-East to participate in the communication revolution that has swept across

the world. To cater to the growing need of communication education, a total new

concept of professional education in communication has been introduced by

RIJAM, under the umbrella of NEFER. This has not only facilitated the students

of Assam but has also opened new vistas for learning pr

communication skill to the North East.

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The Institute has been fashioned as a professional media centre with a strong

autonomous character. It offers a variety of services relating to education,

training, production as well as research in the areas related to journalism and

mass communication. Its autonomous character is framed in the model of an

institution strongly committed to the development of critical awareness of the

society, the media and its values through a professional approach in the back

ground of its social and cultural milieu. It intends to provide a directorial thrust to

journalism and mass communication with specific relation to the common people

so that the media could be utilized as an instrument of national development and

international understanding.

NEFER had arranged for the visit by the following resources persons time and

again:

Dr. Debo Prasad Barooah, formerly VC, Guwahati University & HoD Deptt.

of Journalism & Mass Communication.

Mr. Shekhar Gupta, Editor, Indian Express.

Mr. Mark Tully, former BBC Correspondent in India.

Dr. Janet Steele, Professor Media Studies, Washington University.

Ms. Susan Shultz, Director, American Centre, Kolkata.

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Sjt. Kanaksen Deka, President Axom Sahitya Sabha & Editor, Dainik

Agradoot.

Mr. Buddhadev Dasgupta, Eminent Film Personality.

Mr. Sanjoy Hazarika, Centre for North East Policy Studies, New Delhi.

Mr. Subir Bhowmick, Correspondent BBC.

Ms. Mrinal Pandey, Senior Journalist.

Dr. Birinchi Kumar Medhi, HoD Deptt. of Anthropology, Gu

University.

Dr. Amarjyoti Choudhury, HoD Deptt. of Electronics, Tezpur University.

Mr. Shankha Deep Choudhury, Correspondent, Los Angeles Times.

Organizational Structure of RIJAM

Advisory Panel: Offers valuable advice for the smooth functioning of the

institute.

Executive Council: Headed by the Chairman, its the supreme policy making

body of the institute.

Academic Council: Governs the academic matters.

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At the management level there is the position of the Chairman held by Jahnu

Baruah winner of National Award, and Director Dr. Arupjyoti Choudhury to look

after the day to day administrative and academic activities of the Institute.

PROJECT WORK WITH NEFER - 3 Day Workshop on TRENDS IN

MEDIA organized in association with American Centre,Kolkata

Plan of action :

Pre-event

Formation of coordination committee.

Approach for local sponsorship.

Deciding upon the schedule.

Arranging for the minimum no. of participants.

During the event

Proper functioning of the workshop.

Ensuring proper accomodation and meals of the resource persons.

Results

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A successful workshop organized very smoothly.One of the students,

Manashi Phukan, participating the 3 day workshop on Trends in Media has

been nominated for a U.S. visit from May-June.

Actual Work

A 3 day workshop for the journalism students was scheduled to be organized.

For organizing the workshop the following was done for the smooth running of

the affairs:

1. A coordinating committee was formed which included members from

NEFER as well as the sponsors of the workshop, American Centre,

Kolkata. The committee consisted of chairman Dr. Arupjyoti Choudhury

who was responsible for coordinating and communicating the flow and

process of organizing the workshop, a secretariat which included a

coordinator designated by the chairman, a secretary and support staff.

The secretariat was responsible for providing all the necessary secretarial

and administrative services to the resource persons and the participants.

The committee also included a working group to generate baseline

information.

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2. Local bodies like The George Telegraph Training Institute

approached for sponsorship.

3. The coordinating committee then decided on the workshops objectives,

schedule and defined the expected outputs.

The following schedule was then arrived upon:

Thursday, Janaury 21,2010

11:00 a.m. 12:00 Noon: Inaugural Ceremony.

(11:00 a.m. 11:05 a.m.: Welcome Address: Dr. Arup Jyoti Choudhury,

Director, RIJAM

11: 05 a.m. 11: 10 a.m.: Remarks by Mr. Snehashish Sur, Sr.

Correspondent, Doordarshan, Kolkata

11:10 a.m. 11: 45 a.m.: Inaugural Remarks by Mr. Chad P. Cummins,

Director, American Center, Kolkata, followed by Q & A with Students.

11:45 a.m. 12:00 Noon: Lamp Lighting and Vote of Thanks.

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12:00 Noon 12:30 p.m.: Opportunities of Studying Journalism & Mass

Communication in the U.S.: Presentation by Ms. Sohini Das,

Program Coordinator, United States-India Educational Founda

(USIEF), Kolkata.

12:30 p.m. -- 01:30 p.m.: Lunch Break

01:30 p.m. 03:30 p.m.: Working Session I: Narrative Journalism: Writing

Stories for Newspapers in the Television and Internet Era.

Friday, January 22, 2010

10:00 a.m. 12:30 p.m.: Working Session II: Reporting Conflicts: Ethical,

Legal and Logistical Issues

12:30 p.m. 01:30 p.m.: Lunch Break

01:30 p.m. 03:30 p.m.: Working Session III: Net Journalism: Writing

Stories for the internet journals.

Saturday, January 23, 2010

10:00 a.m. 12:30 p.m.: Working Session IV: One-on-One: The Art of

Interviewing Important Personalities on Television

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12:30 p.m. 01:30 p.m.: Lunch Break

01:30 p.m. 03:00 p.m.: Working Session IV Continued.

03:00 p.m. 03:30 p.m.: Valedictory Session: Distribution of Certificates.

Besides this a few other things which had to be looked into with great

detail and precision were:

Participants: Around 75 students from different journalism institutes were

required to be present in the minimum for the event to take place.

Therefore the onus of gathering the students lied on the shoulders of

NEFER.

Equipment & Materials: Necessary equipments like projector, slides,

microphone etc and materials like pads, pencils, pens etc were required to

be ready and in place.

Meals: Accommodation of the resource persons and proper meals during

the workshop for participants and organizing people had to be ensured.

POST WORKSHOP RESULTS

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One of the students, Manashi Phukan, participating in the 3 day workshop on

Trends in Media has been nominated for a U.S. visit from May-June. She will be

visiting Universities and Media Institutes in U.S under the program,

New Media Uses. The American Centre will bear the full expenses of the visit

to the U.S.

FILM FESTIVAL

As January 15th was the Birth Anniversary of the legendary African Civil Rights

movement leader Dr. Martin Luther King Jr. (Although it is generally celebrated in

the U.S. on the third Monday of January every year).Since the American Centre

were screening the small film-package in the same week, they loosely connected

it with the American Civil Rights Movement as a theme. So, we would like to

show the following films, which are not only excellent films, but it

enlightened the Guwahati audience (particularly the students) a little bit about the

Movement, its complexities and some of its leaders.

Following were the movies that were showed in the Film Festival

MALCOLM X (1992)

Director: Spike Lee

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Synopsis: Bio-picture of the second most important leader of the Black

American civil rights movement, based on his autobiography. A remarkable

journey from being a drug hustler to one of the most respected figures in the

history of civil rights movement.

MISSISSIPPI BURNING (1988)

Director:Alan Parker

Synopsis: Two FBI agents with wildly different styles arrive in Mississippi to

investigate the disappearance of some civil rights activists. What they discover is

a community divided on deep racial distrust, and a local adm

shamelessly supporting the "white supremacists".

In The Heat of the Night (1967)

Director: Norman Jewson

Synopsis: In the Heat of the Nightis a 1967 film based on the John Ballnovel

published in 1965, which tells the story of an African-Americanpolice detective

from Philadelphia who becomes involved in a murder investigation in a racist

small town in Mississippi.

ALI (2001)

Director: Michael Mann

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http://en.wikipedia.org/wiki/1967_in_filmhttp://en.wikipedia.org/wiki/John_Ball_(American_author)http://en.wikipedia.org/wiki/In_the_Heat_of_the_Night_(novel)http://en.wikipedia.org/wiki/African-Americanhttp://en.wikipedia.org/wiki/Police_detectivehttp://en.wikipedia.org/wiki/Philadelphiahttp://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Mississippihttp://en.wikipedia.org/wiki/1967_in_filmhttp://en.wikipedia.org/wiki/John_Ball_(American_author)http://en.wikipedia.org/wiki/In_the_Heat_of_the_Night_(novel)http://en.wikipedia.org/wiki/African-Americanhttp://en.wikipedia.org/wiki/Police_detectivehttp://en.wikipedia.org/wiki/Philadelphiahttp://en.wikipedia.org/wiki/Racismhttp://en.wikipedia.org/wiki/Mississippi


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Synopsis: The film tells the story ofboxingiconMuhammad Ali (Will Smith) from

1964 to 1974 featuring his capture of the heavyweight title from Sonny Liston, his

conversion to Islam, criticism of the Vietnam War, banishment from boxing, his

return to fight Joe Frazierin 1971, and, lastly, his reclaiming the title from George

Foreman in the Rumble in the Jungle fight of 1974. The movie also discusses the

great social and political upheaval in theUnited States following the

assassinations ofMalcolm X and Martin Luther King, Jr.

The Life Story of Martin Luther King Jr.

Martin Luther King, Jr., (January 15, 1929-April 4, 1968) was born Michael

Luther King, Jr., but later had his name changed to Martin. His grandfather

began the family's long tenure as pastors of the Ebenezer Baptist Church in

Atlanta, serving from 1914 to 1931; his father has served from then until the

present, and from 1960 until his death Martin Luther acted as co-pastor. Martin

Luther attended segregated public schools in Georgia, graduating from high

school at the age of fifteen; he received the B. A. degree in 1948 from

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http://en.wikipedia.org/wiki/Boxinghttp://en.wikipedia.org/wiki/Iconhttp://en.wikipedia.org/wiki/Muhammad_Alihttp://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Sonny_Listonhttp://en.wikipedia.org/wiki/Islamhttp://en.wikipedia.org/wiki/Vietnam_Warhttp://en.wikipedia.org/wiki/Joe_Frazierhttp://en.wikipedia.org/wiki/George_Foremanhttp://en.wikipedia.org/wiki/George_Foremanhttp://en.wikipedia.org/wiki/Rumble_in_the_Junglehttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Malcolm_Xhttp://en.wikipedia.org/wiki/Martin_Luther_King,_Jr.http://en.wikipedia.org/wiki/Boxinghttp://en.wikipedia.org/wiki/Iconhttp://en.wikipedia.org/wiki/Muhammad_Alihttp://en.wikipedia.org/wiki/Will_Smithhttp://en.wikipedia.org/wiki/Sonny_Listonhttp://en.wikipedia.org/wiki/Islamhttp://en.wikipedia.org/wiki/Vietnam_Warhttp://en.wikipedia.org/wiki/Joe_Frazierhttp://en.wikipedia.org/wiki/George_Foremanhttp://en.wikipedia.org/wiki/George_Foremanhttp://en.wikipedia.org/wiki/Rumble_in_the_Junglehttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Malcolm_Xhttp://en.wikipedia.org/wiki/Martin_Luther_King,_Jr.


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Morehouse College, a distinguished Negro institution of Atlanta from which both

his father and grandfather had graduated. After three years of theological study

at Crozer Theological Seminary in Pennsylvania where he was elected president

of a predominantly white senior class, he was awarded the B.D. in 1951. With a

fellowship won at Crozer, he enrolled in graduate studies at Boston University,

completing his residence for the doctorate in 1953 and receiving the degree in

1955. In Boston he met and married Coretta Scott, a young woman of

uncommon intellectual and artistic attainments. Two sons and two daughters

were born into the family.

In 1954, Martin Luther King became pastor of the Dexter Avenue Baptist Church

in Montgomery, Alabama. Always a strong worker for civil rights for members of

his race, King was, by this time, a member of the executive committee of the

National Association for the Advancement of Colored People, the leading

organization of its kind in the nation. He was ready, then, early in December,

1955, to accept the leadership of the first great Negro nonviolent demonstration

of contemporary times in the United States, the bus boycott described by Gunnar

Jahn in his presentation speech in honor of the laureate. The boycott lasted 382

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days. On December 21, 1956, after the Supreme Court of the United States had

declared unconstitutional the laws requiring segregation on buses, Negroes and

whites rode the buses as equals. During these days of boycott, King was

arrested, his home was bombed, he was subjected to personal abuse, but at the

same time he emerged as a Negro leader of the first rank.

In 1957 he was elected president of the Southern Christian Leadership

Conference, an organization formed to provide new leadership for the now

burgeoning civil rights movement. The ideals for this organization he took from

Christianity; its operational techniques from Gandhi. In the eleven-year period

between 1957 and 1968, King traveled over six million miles and spoke over

twenty-five hundred times, appearing wherever there was injustice, protest, and

action; and meanwhile he wrote five books as well as numerous articles. In these

years, he led a massive protest in Birmingham, Alabama, that caught the

attention of the entire world, providing what he called a coalition of conscience.

and inspiring his "Letter from a Birmingham Jail", a manifesto of the Negro

revolution; he planned the drives in Alabama for the registration of Negroes as

voters; he directed the peaceful march on Washington, D.C., of 250,000 people

to whom he delivered his address, "l Have a Dream", he conferred with President

John F. Kennedy and campaigned for President Lyndon B. Johnson; he was

arrested upwards of twenty times and assaulted at least four times; he was

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awarded five honorary degrees; was named Man of the Year by Time magazine

in 1963; and became not only the symbolic leader of American blacks but also a

world figure.

At the age of thirty-five, Martin Luther King, Jr., was the youngest man to have

received the Nobel Peace Prize. When notified of his selection, he announced

that he would turn over the prize money of $54,123 to the furtherance of the civil

rights movement.

On the evening of April 4, 1968, while standing on the balcony of his motel room

in Memphis, Tennessee, where he was to lead a protest march in sympathy with

striking garbage workers of that city, he was assassinated.

LEARNINGS

The learning from my NGO project are as follows:

NGO help communities transform themselves through impro

knowledge, Skill and Services.

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NGO can be in the field of education as well.

The will and passion of the people alone can run an NGO. However,

insufficient funds, which are a reality for most NGOs, prove to be the

biggest challenge and at times, break the will of many.

NGOs, like business organizations, are organized in their own right.

However, the degree of this depends on the size of the NGO.

Generally, marketing is associated with marketing and selling of goods and

services. NGOs are a classic example of marketing an idea/cause.

The organizational atmosphere in an NGO is not as rigid and formal as in

a business organization. Since all the people together ru

establishment, they are encouraged to interact and connect on a personal

level too.

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When you are trying to work for a good cause you tend to get more in

return than you give.

SUGGESSTIONS

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Some of the suggestions from our side were :

Raise funds from prominent business organisations/tie up with other

NGOs

Distribute pamphlets inside newspapers creating awareness, subject

to sponsorship

Rope in celebrity in campaigns and workshops and even ask them

to be part of the NGO

Use of Innovative Marketing Strategies

Tie ups with Educational Magazines (an option -Jigyas) for Students

Spread awareness about the benefits of yoga among students at

different levels.

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Non Commercial marketing depends on the type, mission and goals of an

organisation. Marketing a non-profit organisation takes the need for being

innovative and strategic in identifying ways and avenues to market it. It is also

important for N.G.Os to not only satisfy their target groups but also the donors

need. N.G.Os depends upon traditional methods to market itself. N.G.Os must

learn better ways to devise new methods to market themselves, like associating

with Academic Institutes and using the potential of students as volunteers. They

can rope in celebrities who are likely to take part in the campaigns that they

organize. More marketing would lead to more awareness about the Ngo and the

more popular it gets the more number of people would like to work for them and

easy it would be to arrange for funds for the N.G.O. This is an area where

NEFER needs to work upon so that it becomes easy for NEFER to bring about

the change it is striving to achieve.

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REFERENCES

www.google.com

http://www.marketingteacher.com/Lessons/lesson_value_chain.htm

www.wikipedia.org

www.parlicentre.org
http://www.google.com/http://www.marketingteacher.com/Lessons/lesson_value_chain.htmhttp://www.wikipedia.org/http://www.parlicentre.org/http://www.google.com/http://www.marketingteacher.com/Lessons/lesson_value_chain.htmhttp://www.wikipedia.org/http://www.parlicentre.org/

Documents

An Introduction to North East Foundation for Education and Research