The presentation is a guidebook for preparing a strategy on image management and personal branding for a non-profit (NGO) leader or a social entrepreneur.

1. Image Management
for non-profit leaders & social entrepreneur
Rahul Kashyap
Sandip Nayak

2. Social entrepreneurship
Social Entrepreneur
Social entrepreneurs are individuals with innovative solutions to society's most
pressing social problems.
 They are ambitious and persistent
 Tackling major social issues
Offering new ideas for wide-scale change
Many social entrepreneurs, unlike their corporate counterparts, don’t think of
themselves as a brand, and would rather focus on the cause they serve

3. Why Image Management or Personal
Branding is necessary
 personal branding is about sharing your vision, not hard-selling yourself.
Personal branding is using public relations, social media, and professional
relationships to share your story and accomplish your mission to help and
serve others. These are all things that some of the most successful social
entrepreneurs do and as a result it has helped them make a huge impact in
our communities.
 It brings clarity to the messaging you want to use in all communication—
writing, speaking, hosting a meeting, presenting on a topic, or developing
your online presence.

4.  It conveys your values, makes you more marketable, and gives you a
competitive edge!
 It helps you focus on spending time, staying in touch with those who can
help you reach your goals, rather than networking like crazy at social
events.
 Makes you more accessible
Social entrepreneurs must be accessible for the individuals and community
that they serve, as well as donors that support their organization.
Accessibility becomes even more important if you are a serial social
entrepreneur. When people will google, there should be a centralized
source of information, your backgrounds, your contact details. Ultimately,
people who are more accessible are more successful !!

5.  Increase influence and trustworthiness
 Two cliché statements that are true: People form relationships with people.
People buy from people they know, like, and trust. For a social entrepreneur
to achieve the mission of their cause, others must invest their time and/or
money to support them. Many people like to verify that the leader of the
cause is trustworthy and credible before they commit resources.
 Therefore maintaining a social image in digital and other platforms is
crucial as these are the platforms that ultimately advertise and advocate
the dedication and passion of a social entrepreneur.
 By integrating personal and professional content on different mediums,
social entrepreneurs not only develop a personal brand but also give
people a holistic perception of who they are as an individual. It will make it
easier for their peers, colleagues, and clients to establish trust, connection,
and an authentic relationship

7. How to do Personal Branding

8.  Be clear on who you are and what you want
 Have a vision of where you ultimately want to be
 Know how you are perceived
 Understand and stay in front of your target audience and key influencers
 Determine what makes you different
 Stand out and stand for something

9.  You can’t spell Brand without the Letter “C”. Take the names of the biggest
brands - They all have these three C’s.
 Clarity – You need clarity before you can build your brand. It is just as important
to know who you are and who you are not as it is to know how others perceive
you.
 Consistency – Be consistent in communicating who you are.
 Constancy – Be ever present to the people who need to know about you.
 This leads to Credibility coupled with visibility
 Credibility : inalienable component. Strong reputations / brands are reliable,
inspire trust and are worthy of another person’s confidence.
 Visibility : The greater your visibility, the more others become aware of your work
which results in an increased number of opportunities. Visibility is important
because it helps to create recognition and awareness for your skills, talent and
knowledge.

10. Key Messaging areas
 Committed
 Consistent
 Innovator
 Entrepreneur
 Benefactor to xxxx people
 Transformed XXX lives
 Game changer
 Thought leader
 Promotion of the body of work already done
 Potential to bring further changes in the external eco system
 Be perceived as the voice of the Industry

11. Tools

12.  The tools for reputation management can be further divided into two
sections - mass and non-mass
Mass Non -mass

13. Online (Digital front)
Have Pro Search Engine profiling
Presence in social platforms – (include Social Network for Social Sector).
LinkedIn (the most powerful tool to bridge corporate and social sector)
Facebook (To connect to the mass)
Twitter : (To connect to the class)
Wikipedia (The most common fact finding platform)
Blogs (Opinion building, choosing the right subject and be Consistent)
 Content-sharing services, such as YouTube

14.  Offline (Public Relations)
 Authored articles in various publications
 Press conferences on issues
 Press conferences on outstanding findings and reports
 Big ticket announcements
 Consequential media interaction (formal and informal)
 League changing associations through joint media interaction with people
and organizations with credibility
 Taking a stand on an issue
 Quotes in Industry / trend stories
 Surveys that may be easy to get lapped up by the media
 Organise media workshops

15. Other associations
Write a book on trials, tribulations and success and plan a publicity blitz
around it
Thought leadership through speakership at various sectoral and policy forums
Co branding opportunities with institutions of repute (IITs, IIMs, AIIMS, JNU etc.
in India) Even high profile private hospitals etc
Stitch alliances
Cause alliances of individuals (parliamentarians, political leaders, media and
business leaders)
Presence at networking opportunities & fora
Findings, Surveys and Statistics

16.  Organise conclaves / seminars / conferences
 Chair round tables and meetings
 Awards and recognitions
 Third party endorsements
 Chief guest at important functions
 Organise alumni meets (people who may genuinely support)
 Get into power party circles

17. Cases in point
Social Entrepreneurs

18. Kailash Satyarthi – Bachpan Bachao
Andolan
 Online Visibility: ( High presence)
 Twitter: https://twitter.com/k_satyarthi
 FB: https://www.facebook.com/KailashSatyarthi (FB & Twitter content
in sync)
 https://in.linkedin.com/in/kailashsatyarthi
 Wikipedia Presence: https://en.wikipedia.org/wiki/Kailash_Satyarthi
 Personal website: http://www.kailashsatyarthi.net/
 Blogs : ( Guest blogging) https://
blogs.wsj.com/indiarealtime/2014/10/10/qa-kailash-satyarthi-winner-of-nobel-peace-prize-2014/v
 https://blogs.worldbank.org/category/tags/kailash-satyarthi
 Offline Visibility ( High Presence)
 Well networked, High profile circles . E.g.- Suresh Prabhu,
Bandaru Dattatreya, Vijay Goel, Rajnath Singh to name a
few
 Strong presence in media
 TED X fellow
 Authored many a books
 Visible in conferences, conclaves, several high profile
institutions as a guest speaker
Kailash Satyarthi has become a
brand in himself. People identify Mr.
Satyarthi but there is limited
awareness on Bachpan Bachao
Andolan

19. Mathew Cherian – Help Age India
 Online Visibility: ( Moderate presence)
 Linked In - https://in.linkedin.com/in/mathew-cherian-
70473615
 Twitter - https://twitter.com/mathewhelpage
 You Tube: https://www.youtube.com/watch?
v=6_vHUm0OaiA
 Offline Visibility ( Selective, High profile )
 Members of prestigious forums - Member of the NGO
Accreditation Committee of the Planning Commission,
Member of Grants Approval Committee of the Ministry
of Social Justice & Empowerment, Member of the
Steering Group of the Eleventh Five Year Plan, and
Member of Core Committee of National Human Rights
Commission
 Participate in prestigious speaking opportunities / forums
– Economic times CSR Compendium
 Selective media interviews
Mathew Cherian and brand Help Age
India goes hand in hand. He is quite
known in the industry and
moderately exposed in the external
world

20. Dr. Madhav Chavan – Pratham
 Online Visibility: ( not very active )
 Wikipedia profile
https://en.wikipedia.org/wiki/Madhav_Chavan
 Offline Visibility ( Selective presence )
 Members of prestigious forums - was a member of
National Advisory Council from 2004 to 2008,
member of the Governing Council of the
Sarva Shiksha Abhiyan Mission (SSA) of the
Government of India, Member of four half-yearly
Joint Review Missions of SSA ,
 Ashoka Fellow
 Highly visible in conferences, conclaves – as a
speaker - WISE Summit, IIT, IIM, Global Education &
skills forum, Winner of WISE prize, Skoll Award
 Book : Author of couple of books
 Internationally well – known
 Media Presence: Selective, high profile
Dr. Madhav Chavan maintains a
niche yet high- profile image.
Internationally quite well know and
well – accepted

21. Shaheen Mistri – Teach for India
 Online Visibility: ( Moderately visible )
 Wikipedia -
https://en.wikipedia.org/wiki/Shaheen_Mistri
 Strong Twitter profile – retweets posts of other social
entrepreneurs as well
https://twitter.com/shaheenmistri?lang=en
 LinkedIn : https://in.linkedin.com/in/shaheen-mistri-
4b537257
 Blogs: guest blogging in multiple forums
 Offline Visibility: ( Moderately visible )
 Ashoka Fellow
 TEDx Fellow
 Authored – Multiple books
 Participation in many speaking opportunities
 Media Presence: Visible in all category media
stories
lately, Shaheen Mistri and Teach For
India initiative is gaining popularity
amongst youth. She has also earned
global recognition.

22. Vikram Akula – SKS Microfinance
 Online Visibility: ( High presence)
 Wikipedia page -
https://en.wikipedia.org/wiki/Vikram_Akula
 Linked In - https://in.linkedin.com/in/vikramakula
 Blog - https://vikramakula.wordpress.com/
 Twitter : https://twitter.com/VikramAkula
 Offline Visibility ( High presence)
 Media Presence : Extremely high media presence,
interviews in business papers , all prestigious papers
 Visible in cross –knowledge platforms
 Many awards & accolades -
http://www.rolexawards.com/profiles/jury/vikram_ak
ula
 Author - http://www.amazon.in/Fistful-Rice-
Akula/dp/1422131173
Vikram Akula is highly popular in the
industry and otherwise as well.
Maintains a niche image.
Internationally quite well know and
well – accepted

23. Rajendra Singh
 Online Visibility: ( Moderately present)
 Wikipedia: ( Very strong Wikipedia profile)
https://en.wikipedia.org/wiki/Rajendra_Singh
 Facebook :
https://www.facebook.com/waterman.of.india
/
 https://twitter.com/watermanofindia?lang=en
 Offline Visibility ( High presence)
 Extremely popular as “Waterman of India”
 Media Presence : High visibility in media, stories,
features in national and International media
 Awards & Accolades : Magsaysay Award,
Stockholm water Prize and many other awards
Rajendra Singh is popular in India
and Internationally as “Waterman of
India”.

24. Thank You !