FTA Global has released FTA Impact, its corporate social responsibility (CSR) initiative focused on supporting NGOs and social organizations through digital marketing, technology, artificial intelligence (AI), content, and employee expertise.
FTA Impact is built around the idea of using FTA Global’s core capabilities to support organizations that are already creating impact on the ground but may lack the digital expertise, visibility, or resources needed to reach larger audiences. Through the initiative, FTA Global will work alongside selected organizations to strengthen their digital presence, improve fundraising capabilities, and build systems that can support their work over the long term.
The initiative will focus on areas including children and education, elderly care, women’s welfare, autism and special needs, animal welfare, orphanages, farmer support and community development. Rather than providing financial support alone, FTA Impact will work alongside selected organizations for a defined period, combining financial assistance with hands-on expertise in marketing, branding, content, technology, AI and fundraising.
As part of its initial program, FTA Impact has finalized partnerships with Agro Rangers and Blue Cross Society of Pune (BCS) and is currently evaluating additional NGO partnerships. FTA Global’s teams will work closely with these organizations to strengthen their digital presence, run fundraising campaigns, build donation pages, explore relevant technology and AI solutions, and help identify potential organizational grant opportunities.
The program is designed to leave organizations with capabilities they can continue to use after the engagement ends. Alongside executing campaigns, FTA Global will train the teams of partner organizations so they can manage and build on their digital presence independently. Once a six-month engagement is completed, FTA Impact will move on to support the next set of organizations.
FTA Global will allocate 5% of its annual profit towards CSR initiatives under FTA Impact, in addition to contributing employee time and expertise. Employees across marketing, technology, AI, content, design and strategy will participate in the initiative, making the program a company-wide effort rather than a standalone CSR function.
Speaking about the launch, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, said, “We are committed to giving back to society, and we believe the most meaningful contribution we can make is by using what we are good at. FTA Global has built expertise across marketing, technology, AI, and content, and through FTA Impact, we want to put those capabilities to work for organizations that are creating meaningful change on the ground. Our aim is not just to provide financial support, but to work alongside NGOs, help them reach more people, strengthen their digital and fundraising capabilities, and build a foundation that continues to create value even after our engagement ends.”
Over the next three years, FTA Impact aims to expand its network of partner organizations and support more causes and communities. The initiative will measure its impact through parameters including the number of organizations supported, campaigns launched, audiences reached, donations, and leads generated.
