Identity and apply the suitable persuasive appeals that can be used in the situation

Evergreen Social (ES) is a NGO working for the betterment of lives of the poor and the underprivileged in India. ES mainly focuses on improving the lives of the rural population in the country. Education and healthcare are the two key focus areas of ES. With presence in about 1 lakh villages spread across 12 States in India, ES has been attending to the development needs of the poor since 2005. ES has about 9,000 full-time sevavrati karyakartas (service workers) all over the country. Based on a recent assessment, most of the service workers, despite having years of experience in the field, lack basic management skills in areas ranging from accounting, communication to computer literacy. ES leadership approaches management institutes in the States where it has presence, exploring opportunities to train the workers. Although the management institutes agree with ES’ proposal of a month-long training for each service worker, cost becomes an issue. ES then decides to approach a few corporate in India seeking funding for the proposed training programme. As Manager, Corporate Communications at ES, create persuasive messages in different channels seeking funding for the training programme. Identity and apply the suitable persuasive appeals that can be used in the situation. (Note: Oral messages may be omitted).