We Care Internship 2014 at

BREADS, Bangalore
Website Redesign, Social Media Presence & Corporate
Engagement Strategy

Submitted By:
Ankur Shah, MBA Core (C046)
Manasa Koralla, MBA Banking (A027)

We Care Internship Report 2014

PREFACE
Breads started in 1993, is the administrative office for Salesian office of Bangalore. Breads is
responsible for monitoring the projects under Don Bosco in Karnataka and Kerala. This
report focuses on the projects executed under Breads for rescuing child laborers, street
children and child education. Breads has also been actively involved in vocational skills
training for youth and community development projects. As part of We Care, our projects
was to redesign the website of Breads. The project also involved studying the social media
presence of the organization along with ways to improve it. Additionally we had to explore
various avenues through which Breads can partner and engage with corporates.
Place: Bangalore
Date: 22nd Feb 2014

Ankur Shah
Manasa Koralla

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ACKNOWLEDGEMENT
We would like to thank the Executive Director of Breads, Fr. Joy Nedumparambil sdb for
providing us with his valuable guidance and providing us the facilities to gain an incredible
experience, the entire team of Breads for their time and support which made our internship
tenure insightful. We would also like to thank our faculty mentor, Ms. Gita Kumta, for being
there to clarify our doubts and rectify mistakes.
Lastly, we would like to thank the SRF team, Ms. Anuradha Bhawe and Dr. Meena Galliara
for being the guiding force behind this program that has provided us with invaluable insights
and life changing experience.
Ankur Shah
Manasa Koralla

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We Care Internship Report 2014

EXECUTIVE SUMMARY
Our project aim was to study the online presence of Breads and suggest ways to improve it.
As part of this assignment, we had to redesign and provide a complete new face for the
website of Breads. All the webpages were redesigned and new sections were added to the
website. A detailed layout of the webpages was provided. Also focus was laid on social
media platform and a new Facebook page was designed for the organization. Apart from that
we discussed the important role that corporates can play in bringing a change to the society.
We did a research on various CSR activities of corporates to understand the areas they invest
in and the channel they use for engaging in these activities. Based on the study, corporates
were shortlisted for various types of potential engagements in future.

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Table of Contents
INTRODUCTION..6
ABOUT DON BOSCO..7
KEY PROJECTS OF BREADS..7
WE CARE INTERNSHIP PROJECT.8
ASSIGNMENT 1: REDESIGN THE ORGANIZATION WEBSITE..4
STUDY PROJECTS & WEBSITE...9
RESEARCH THE ONLINE PRESENCE OF LEADING ORGANIZATION.9
MEETINGS TO DISCUSS RECOMMENDATIONS & IMPLEMENTATION STRATEGY..............11

DESIGN LAYOUT OF WEBPAGES.11

DESIGN DOCUMENTS..11

ASSIGNMENT 2: CORPORATE ENGAGEMENT.13

ASSIGNMENT 3: SOCIAL MEDIA PRESENCE.15
LEARNINGS FROM THE INTERNSHIP16

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INTRODUCTION
Bangalore Rural Educational and Development Society (Breads) is the social
development office for the Salesian Province of Bangalore. They draw their inspiration from
Don Bosco, Priest and Educationalist of the 19th century, who dedicated his life for youth,
especially the marginalized. Breads has been serving the community since the last 20 years
with the mission of transforming the poor and the needy, as resources and agents of change
through educative presence and accompaniment
Breads reaches out through projects in the states of Karnataka and Kerala for a better,
systematic and scientific approach to development involving

Strategic Planning
Development Projects
Monitoring and Evaluation
Training Programs
Research and Survey
Outreach Programs
Vocational Training
Placement Services
Volunteer Placement

Breads Head Office, Bangalore

It aims to assist and promote the different development activities in the States of Karnataka
and Kerala through the NGOs, especially the NGOs of the Salesians of Don Bosco. The main
objectives of Breads are:

To establish nonprofit oriented schools, colleges and industrial training institutes,

vocational training centers, professional training centers, rehabilitation centers,
orphanages, boarding and emergency shelters, housing programs as well as other
community development programs particularly in the rural sectors.

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To take up research and development programs, particularly in the field of social

work, child development and the in areas of socio-economic cultural aspects of India.
Providing assistance to other charitable organizations in promoting welfare programs
through project developments, scientific formulation of projects, presenting projects
to funding agencies and obtaining grants as well as assisting them through monitoring
and evaluation of development programs and projects.
Training people especially the young to take up development activities particularly in
the service of the poor and the needy.
Organizing training programs for NGOs for the promotion of development programs,
especially in the field of Project Formulation, Project Management and Evaluation
and total capacity building.
Promoting education of the poor and providing direct assistance through medical help
and other relief programs irrespective of caste, race, community, region or social
status.

ABOUT DON BOSCO

John Bosco, popularly known as Don Bosco, was an Italian Roman
Catholic priest of the Latin Church, educator and writer of the 19th
century. He dedicated his life to the to the betterment and education
of street children, juvenile delinquents, and other disadvantaged
youth. He developed teaching methods that became known as
the Salesian Preventive System. Bosco founded the Salesians of Don
Bosco, in Turin to promote the welfare activities that he had
undertaken.
Breads was founded in 1993 for the purpose of giving assistance to
Don Bosco Projects in the Salesian Province of Bangalore. It
became a registered organization in February 1995 and is part of the
Don Bosco international network present across 130 countries in the
world.

KEY PROJECTS OF BREADS

The projects carried out by BREADS can be broadly classified into three main categories:
Children Projects
Community Development
Youth
Young At Risk (YaR) is one of the key projects of Breads where the young are rescued and
rehabilitated. There are several children in Karnataka and Kerala who are trapped in child
labour and facing the severe conditions of street life. Some of these children have run away
from their homes in villages and got trapped in harsh realities of cities with no way to go
back. The volunteers of this program are on constant lookout for such children. This involves
a process with many steps, starting from finding street children or child laborers and being
able to bring them to the rehabilitation centers. They undergo psychological and educational
coaching and it can take between a few weeks to months for a child to reveal where he or she
comes from. Many of the children have either never gone to school or dropped out. Breads

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conducts bridge courses to address this gap and bring them up to the level required to join
public/private schooling.
Another major initiative is CREAM (Child Right Education and Action Movement)
Project that aims to make the society realize that every child by virtue of its birth has the
right to survival, protection, development and participation. Unless a child is educated about
its rights the child will not be able to affirm its rights. It aims to build a culture that will
support and uphold the protection of child rights and nurture every child in a friendly
environment. As part of this initiative, Breads has formed Child Rights Club in villages,
where children and society members take the initiative to rescue any distressed child.
BREADS also has community development projects in order to create locally sustainable
networks that not only augurs holistic development, but also reinforce knowledge on
disturbing social issues such as child labor, school drop outs, child marriages, etc. It involves
projects such as setting up medical camps to improve health of villagers. Breads also conduct
awareness camps to spread knowledge to those less privileged. The villages are provided
with funding for electrical or water supply and other facilities. It has also helped raise fund
for the construction of roads and development of the rural areas.
For the youth, Breads conducts vocational training programs, to train illiterate or drop outs
so that they can seek employment opportunities. Youngsters left out of the main stream
formal education realm, like those from the remote villages, from SC/ST and minority
communities, slums are mobilized, oriented, trained on 15 different domains and placed in
jobs. These are youngsters who would have otherwise accepted their vulnerability and
continued to live with hand to mouth existence. The formal and non formal skill training
programs are spread over a wide range of spectrum and has allowed the youngsters to dream
of a better life and achieve it as well. They have placed their students with satisfying jobs in
BPOs, Taj Hotels, Mateo Coffee, Caf Coffee Day, etc. Some of them have become doctors,
police officers and engineers.

WE CARE INTERNSHIP PROJECT

The Team at Breads had a very modern outlook and professional approach towards running
the organization. The belief at Breads is that Non Profit Organizations should also
communicate and engage in an effective manner with the outside world so as to improve
awareness and involve more participation. Keeping this in mind we were assigned the below
assignments:
i. Complete makeover and redesign of the organizations website.
ii. Explore avenues for engagement with corporates and build a database.
iii. Improve the social media presence of the organization.

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ASSIGNMENT 1: REDESIGN THE ORGANIZATION

WEBSITE
In todays tech savvy world, website is the face of the organization on the Internet. A good
website attracts visitors and conveys the work of the organization in a simple but impactful
manner. Keeping this in mind, we designed 5 steps approach to execute the assignment. The
5 steps of the assignment were:
i.
ii.
iii.
iv.
v.

i.

Study the projects undertaken by Breads and its existing website.

Research online presence of leading organizations across the world to understand
various parameters while designing a website.
Discuss the findings and recommendations with the members of Breads.
Design the layout of webpages.
Provide a detailed design documents to technical team.

Study Projects & Website

Before we started working on the website, it was important that we had a complete
understanding of the work undertaken by Breads. We studied in detail the last 5 years
annual reports and the monthly newsletters to understand the projects that Breads
implements. We also got the opportunity to visit 2 Don Bosco Centers built for
rehabilitation of street children. This gave us an insight into how the entire process of
rescuing child laborers and street children is executed. Discussion with team at Breads
was the best way for us to further expand our understanding of the work at Breads.
After a good knowledge of projects of Breads, we began the analysis of the organizations
website. As the website was to undergo a complete redesign and was to be launched with
a new face, we did an in depth study of the website to understand the shortcomings. A
preliminary look at the website gave us the insight that it did not provide all the required
information of the organization. Also the website was text savvy making it unappealing
for the viewer to read and it was at times difficult to navigate.

ii.

Research the online presence of leading organization

It was very important that we do research on the online presence of leading organizations
across the globe. We did not restrict ourselves to only NGOs but also had a look at
websites of various corporates. Our aim was that the new website should have a
professional look that inspires faith and trust in the viewer about the organization. We
also had a look at some of the websites that have been rated as best design websites by
various surveys and experts. Thus as part of our study some of the NGOs that we studied
were:
- Charitywater
- Invisible Children
- CRY
- HelpAge India
- SOS Childrens Village
- Serving Orphans Worldwide
- Gates Foundation

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Some of the corporates that we studied were:

- Microsoft
- Nike
- Infosys
- ITC
- Apple
- Adidas
Based on the study, we came across the following shortcomings in the website of Breads:
i.
The website did not have any details on governance or management team. Today
most NGOs have this on website as it projects a sense of professionalism and
transparency in the management.
ii. There was no option or details provided for corporates and individuals to engage
with Breads.
iii. The project details were provided in a difficult to navigate manner and not
consolidated under similar themes. This made the visitor difficult to understand
the projects that organization is engaged in.
iv.
The website was very heavy on text making it less appealing to the viewer.
Thus based on the shortcomings and the research findings, we came up the following
recommendations:
i.

The website should focus on providing information through pictures and videos.
This makes the website more interactive for the viewers and keeps them engaged.
There would be moving strips of photos, slideshows, videos on the website to
convey information about organization, its work and achievements.

ii.

A summary on the skills and capabilities of the team at Breads was included as
part of website. Also the website will comprise of profile snapshot of the
management leaders at Breads. This will help display proficiency of Breads and
act as information for those seeking careers or wishing to engage with Breads in
any form.

iii.

A separate section was added for engaging with the organization. This was split
into 4 subparts Corporates, Volunteers, Internships and Donate. Each subpart
addresses the needs of the required stakeholder.

iv.

The access to projects was 2 fold based on location and theme. The projects
were broadly categorized under 3 themes Children, Community Development
and Youth. Projects from multiple themes were executed in a single location as
well. Thus one of the requirements was that visitors should be able to access a
particular project under the theme as well as under the location where it is
executed. The reason for this was that corporates or individuals might wish to
contribute for a particular project under a particular theme in a specific region.
Thus website was designed so that from location webpage the individuals could
visit projects being executed in that location and vice-versa.

v.

We also suggested that including success stories about the past projects would
improve the credibility of the organization and be an interesting way to showcase

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the extensive work being done. Similarly it was decided that testimonials would
be included for engagements section to help stakeholders understand the current
and past partnerships of Breads.
iii.

Meetings to discuss recommendations and Implementation strategy

The recommendations and findings were discussed over meetings and implementation
strategy was decided. Deliverables for technical team was also decided. During the entire
process of website design, the members of Breads were kept in loop and their feedbacks
were taken into consideration.
iv.

Design layout of Webpages

Layout of each webpage was decided after lot of discussion and feasibility. The layout of
all the webpages were designed and given in respective PDF files so that the technical
team would be able to develop them as easily as possible. In total, 30 different layouts
were designed for the webpages. The tabs under which the webpages were designed are:
-

v.

Home Page
Who We Are
Our Work
Our Partners
Engage With Us
Media Center

Design Documents
Once the layout of the webpages were finalized the design and technical specification
documents were drafted for the website for technical team. They have been designed to
ensure that there is no ambiguity faced by the technical team.

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Website Tree of new website of Breads

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We Care Internship Report 2014

ASSIGNMENT 2: CORPORATE ENGAGEMENT

As per Companies Bill 2013, it has become mandatory for companies to contribute to
Corporate Social Responsibility activities. Section 135 of the Act has specified the details
about this. Some of the highlights of the act are:
i.

Every organization meeting atleast one of the following criterias during one financial
year is falls under the ambit of the act:
Has a net worth of Rs. 500 crore or more
Turnover of Rs. 1000 crore or more
Net profit of Rs. 5 crore or more (here, net profit is the profit before tax as per the
books of accounts and shall not include profit earned from branches outside India)

ii.

The company has to contribute at least 2% of the companys average net profits of
previous 3 financial years towards CSR activities.

iii.

The organization has to constitute a CSR Committee to formulate CSR policy, give
recommendations and monitor the CSR activities.

This act has to be brought into effect from April 2014 and thus opens up new doors of
opportunities for engagements. Corporates can contribute to CSR activities by setting up
Society, Foundation, Trust or contribute through non profit organization not setup by them.
In either case, corporates would require to partner with NGOs for the CSR activities as:
i.

ii.

NGOs have the expertise to execute CSR activities, which most corporates have
almost no experience in. The NGOs can guide corporates and ensure their
investments are channeled in right direction.
Also NGOs over the years of functioning have developed a strong reach for
implementing social development programs. They can ensure that the benefits of the
program reach the required target group.

Thus in our discussions and meeting in Breads, we realized the importance and potential of
engaging with corporates. Corporates could invest in the various society upliftment projects
of Breads and be ensured that their investments are being put to right usage.
Thus our next assignment was to study the CSR activities of corporates. We had to
understand the channels used by corporates for investing in CSR activities and the form of
engagements that corporates prefer. We decided to focus on corporates that have a strong
presence in Karnataka and Kerala, as Breads is actively involved in these regions. As part of
research we focused on the following sectors:
- IT sector (due to large presence in Bangalore)
- Banking and Financial institutes
- FMCG
- Manufacturing industries
- Automobiles
- Housing and Construction

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As part of the assignment we had to prepare a database of corporates that Breads could
possibly engage with. The database had information about the CSR activities of the
corporates and suggestions for engagement activity for each of the corporate. Also we tried to
find contact details through various websites and social media, of managers responsible for
CSR engagements at the corporates. After an extensive analysis of more than 50 corporates,
we listed down 36 corporates that Breads could successfully engage with. While considering
the possibility of engagement, the core business of the corporate, their area of CSR activities
and the presence was taken into consideration.
Our findings from the research were that corporates involved in those CSR activities that
were related to their core business functions and of strategic nature. For example Airtel
engages in activities that provide farmers with real time information about the market prices,
weather information and general information about crops. For this they provide farmers with
mobile phones thus making them an Airtel customer. Thus there is mutual advantage for
Airtel and farmers.
Similarly Britannia in sync with their foods business, implements nutrition and midday meals
programs in rural schools. It also uses various activities to ensure to increase awareness of
Britannia products.
Based on the findings our suggestions for Breads was that it should design programs for
corporates that are of strategic nature. The main aim of the program should be to bring social
development for the society but they should that they either increase awareness of the
corporate / its product or provide prospects of sourcing materials, future employees. This
would help them develop a sustainable partnership with the corporates.

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ASSIGNMENT 3: SOCIAL MEDIA PRESENCE

Social media has caught everyones attention today and it has become utmost important for
any organization to be present on social media. Breads has also realized the power of social
media and it launched Breads on Facebook less than a year back. Breads has started by
creating a Facebook account but it still lacked a page through which it could engage with the
audience. A Facebook page is relatively easier to follow and receive updates, as it is not
restricted to only friends list. Thus we suggested that Breads should create a page for itself
and to get better viewership and improve awareness. Most of the brands and organizations
across the world use Facebook page to provide updates to their customers and followers.
As part of our third assignment, we created a Facebook page for Breads so that it could
engage with a larger audience base. Apart from providing updates, it also serves as a great
platform to answer any queries.

Breads Facebook Page (Created as part of the project)

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LEARNINGS FROM THE INTERNSHIP

Internship at Breads provided us an opportunity to learn explore beyond the academics and
books. As citizens we are aware of the problems in the country but most of us are not
sensitized towards them and do not understand the gravity of the problem. But We Care
provided us a platform where we could get some insights into the problems faced by certain
sections of the society, the root cause of the problems and what can we do to improve the
situation.
The in depth study that we did of the projects executed by Breads gave us an understanding
of how an NGO can be run professionally. This is contrary to the common perception.
Studying about the projects helped us understand how we can help the unprivileged children
and youth and train them to become independent and earn a livelihood.
Studying the CSR activities about corporates helped us to gain an insight into how every
section of the society can work towards upliftment of the members of the society without
compromising on business growth. The key is to focus on sustainable growth and to ensure
all members of the society progress. This also helped us understand how CSR activities can
mutually benefit the society and the organization. These learnings will come in help in future
when we start working for corporates. It would allow us to focus and contribute towards a
growth that is long term and responsible.
Designing websites and working on social media platform for Breads helped us practice what
we had learnt in the marketing classes in college. We were able to get a whole new
perspective on how websites play an important role in the growth of the organization. The
internship helped us learn and apply various tools of marketing to design the website and
Facebook page. This was a new experience for us and learnings were immense. This
knowledge would help us in the summer internship and in the projects of second year of
MBA.
Working at Breads was overall a very rich experience and it gave us an opportunity to
understand issues of society, something we may have never got otherwise. These learnings
will help us grow into more responsible managers in the future.

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