FTA Global has launched FTA Impact, a CSR initiative that will support NGOs and social organisations through digital marketing, technology, AI, content and employee expertise.

FTA Global will allocate 5% of its annual profit towards CSR initiatives under the programme, in addition to employee time and expertise across marketing, technology, AI, content, design and strategy.

The initial programme includes partnerships with Agro Rangers and Blue Cross Society of Pune (BCS). FTA Global will work with the organisations on digital presence, fundraising campaigns, donation pages, technology and AI solutions, and identifying potential organisational grant opportunities.

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 limiting the programme to financial support, FTA Impact will combine funding with hands-on expertise and training. Partner organisations will be trained to manage and build on their digital capabilities independently after the engagement ends.

Each engagement will run for six months, after which FTA Impact plans to work with a new set of organisations. Over the next three years, the initiative aims to expand its network of partners and measure its impact through organisations supported, campaigns launched, audiences reached, donations and leads generated.

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 organisations 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.”