Shri Ram Temple: A Fintech Solution for Large Scale Project

This case focuses on the challenges faced by the Shri Ram Janma Bhoomi Teerth Kshetra (SRJBTK) in managing the fund collection drive project for the construction of the Shri Ram Janma Bhoomi Temple in Ayodhya, Uttar Pradesh, India. The campaign was designed to raise awareness of the temple's construction, enlist public support, generate a large base of contributors, and accept contributions, regardless of size. While raising funds was part of the campaign, the focus remained on the masses' emotional and social support. The targets were defined based on the number of connections established and the number of people reached out to, rather than on the collected funds, the COVID 19 pandemic notwithstanding. The campaign wanted to reach out to as many people's hearts and not just their wallets. Various strategic dilemmas needed to be resolved. Accountability, integrity, and trust are the key focus areas of this campaign since misuse of funds can create a huge trust gap between the people and the campaign management team of SRJBTK. What role does communication play in building and sustaining trust? Could a loosely defined network of organizations run an extensive campaign with no formal organizational structures in place?