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IndiaAhead(IA)isanonprofitorganizationthatconsistsofmorethan50localofficesinIndia.IndiaAheadMumbaiChapter(IAMC)isoneoftheselocalofficesbasedintheMumbaiArea.Typicallythelocalofficesworktogetherwithprivateandsocialsectororganizationstopooleffortsinfundraisingcampaigns.Thesecampaignstypicallyaddresspressingcommunityissues,usuallyaroundeducation,incomeorhealth.IAfirstseekstoeducatethepopulationaboutthesecampaigns,thensolicitsdonations.Currently,thereisaneconomicdownturninIndia.ThispresentsachallengeforIAMC,becausedonationsaredecreasingwhencommunityneedisatitshighest.ThePresidentofIAMChasreachedouttoyoutoaskforsupport.Hetellsyou:Ineedyourhelponimprovingourcampaigneffectiveness,whichwedefineasthenumberofrupeesdonatedperrupeespentonthecampaign.Wereallyneedtofocusonincreasingdonationsinthesetimes!Acampaignisusuallyorganizedbyagroupofpeoplecalledacampaigncabinet.ThisgroupincludesIAMCstaff,aswellasvolunteersfromthegeneralpublic;theactualcampaignworkisconductedbyvolunteers.

1. GiventheaimsofthePresidentofIAMC,whichwouldbetheLEASTrelevantquestionforyoutoanswer?A)HowcanIAMCgetbetterattargetingpeoplewhoarelikelytodonate?B)HowcanIAMCengagewithpeopleinwaysthataremorelikelytoresultindonations?C)HowcanIAMCcontactandcommunicatewiththeirdonorsinalowercostway?D)HowcanIAMCimprovetheexecutionofcampaignsbythecampaigncabinet?

2. WhichofthefollowingpiecesofinformationwouldbeLEASThelpfulinbetterunderstandingthecurrentIAMCsituation?A)Totalamountofdonations,inIndianRupees,collectedbyotherIAofficesacrossIndia.B)ComparisonofdonationsmadetoIAMCbyonetimedonorsversusregulardonorsoverthepast5yearsC)MarketresearchonthepublicawarenessgeneratedbyIAMCcampaignsoverthepast5yearsD)ComparisonofcampaigneffectivenesswithotherlocalIAoffices

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TheteamgathersmoredataonIAMCandonotherIAoffices.Exhibit1showsthetotaldonationsandtotalcampaigncostsinmillionIndianRupees(INR)forvariousIAofficeslastyear.

3. HowshouldRegionsAtoEinExhibit1berankedaccordingtotheircampaigneffectivenessfromhighesttolowest?A)C,E,D,B,AB)C,A,D,E,BC)C,E,D,A,BD)A,B,D,E,C

4. AssumingIAMCcouldreachthehighestcampaigneffectivenessofallotherregionsonExhibit1,bywhatpercentagecouldtheircurrentcampaigneffectivenessbeincreased?A)196%B)235%C)296%D)335%

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Onepotentialopportunitytheteamexploresisasegmentationofpotentialdonorsaccordingtothetypeofworktheydo,withtheaimoftakingdifferentfundraisingapproachesforemployeesworkingindifferentoccupations.Theteamidentifies3segmentsofworkers: Labors:Employeesdoingmostlymanualwork MiddleManagers:Employeesdoingmainlyofficework Executive:Employeeswhomostlyhavecollegeoradvanceddegrees,andwho

typicallyworkasseniormanagersinbusinessExhibit2showsthenumberofemployeesinthousandsineachsegmentintheMumbaiArea.Employeesarecategorizedbythesizeofthecompanytheyworkfor,aswellastheirlevelofcontactwithIAMCsofar,orrelationshipintensity.Thegoalistosubsequentlyincreasetherelationshipintensityforeachsegment,sothateachsegmentmovesclosertothefrequentcontactgroup.

Exhibit2

5. WhichismostlikelytobeTRUEbasedontheinformationgivenonExhibit2?A)IAMChashadcontactwithslightlymorethan50%ofallemployeesintheMumbaiAreaB)SmallcompanieshavereceivedtheleastattentionbyIAMCinthepastC)ThebiggestproportionofthetotalamountdonatedhascomefromemployeeswithfrequentcontactD)ThebiggestopportunitytoincreasedonationsistogetintouchwiththoseemployeeswhoworkforlargecompaniesIAMCisnotincontactwithyet

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Theteamexploresthedonationpotentialforeachofthesegmentsaccordingtothecompanysize.TheteamconcludesthatamediumLaborscompanyemployeewithfrequentcontactcurrentlydonatesdoubletheamountofamediumLaborscompanyemployeewithlittlecontact.Theyalsodeterminethat,iftargetedwiththerightapproach,allemployeesofmediumLaborscompanieswouldincreasetheirdonationbyINR50perpersonperyear.ThiswillincludeemployeeswhodonothaveanycurrentcontactwithIAMC,whomdoNOTmakeanydonationscurrently.

6. IfIAMCimplementsthetargetedapproach,theexpectedtotaldonationestimateforLaborsemployeesinmediumcompanieswillbeINR6.13million.WhatisthecurrentannualdonationofaLaboremployeeswithfrequentcontactinamediumcompany?A)INR50B)INR100C)INR150D)INR200

7. Inadditiontodonationpotential,whichwouldbetheLEASThelpfulinformationtoconsiderwhendecidingtheprioritizationofthedifferentemployeesegmentstoIAMC?A)TheamountofdisposableincomeofthevariousemployeesegmentsB)ThenumberofvolunteerhourstobeinvestedpersegmenttoincreaseemployeesrelationshipintensitytothenextlevelC)TheeffectivenessofpastcampaignswithsimilaremployeesegmentsD)TheadditionalbudgetamountsIAMCwouldneedpersegmenttoincreaseemployeesrelationshipintensitytothenextlevel