For Tasha Sabapathy (pic), working in the non-governmental organisation (NGO) space taught her that effective marketing is less about chasing engagement and more about understanding people, communicating their realities and building meaningful connections.
Her journey with a small NGO advocating for low-waste lifestyles began as a volunteer before she joined the organisation full-time.
In the early days, Tasha struggled to create posts that gained traction, making her question her own skills and gradually lose motivation.
“In hindsight, social media content was not what we needed,” the 26-year-old said.
An educational trip to the Philippines opened her eyes to the role marketing could play in the NGO space.
“Marketing is a two-way communication with both funders and community. It is about co-creating with your audience, not just promoting a lifestyle but also communicating the challenges people face,” she said.
“NGOs should not be afraid of learning from influencers to appeal to people,” she added.
Since then, her work has taken her around the world – from presenting the organisation’s work in Berlin, Germany, to meeting Britain’s Prince William as a participant of the Earthshot youth programme – experiences she never imagined would be part of her journey.
What does a typical workday really look like?
Tasha: Every day can be very different. An “out” day usually involves visiting our project spaces, building programmes and doing hands-on work. Since we do not have an office, we try to maximise our time on-site by arranging in-person meetings and discussions with colleagues on the same day.
An “in” day means working from home. I typically start with administrative work to understand the day’s priorities, followed by some deep work, such as calculations or proposals. After lunch, we schedule team calls to beat the post-lunch slump before continuing work until the evening. Sometimes, we also have night meetings with volunteers, since many of them work full-time.
What skills or mindset matter more than grades?
Tasha: Motivation and accountability are essential. While our small team of four has broader goals and smaller targets to stay focused, it is up to each person to decide how far they want to take their work.
Working in an NGO is not just a job. It is a responsibility to maximise what we can do within our scope to build a cleaner, greener and fairer world. Having the right mindset matters.
What is one common misconception about this job?
Tasha: The first question people always ask me is, “Do you get paid?” The answer is yes.
I am grateful that I get to do meaningful work for a living. While I do not get paid the same way a corporate employee would, we try our best to compensate employees fairly.
What is the most challenging and most rewarding part of the work?
Tasha: In NGOs, you are often working on problems that continue to grow. That can be difficult because behavioural change takes time, and it is not always easy to see the impact of our work immediately.
For marketing specifically, results are not always guaranteed, despite working hard. Whenever something does not perform well, it can feel discouraging and make you question your abilities.
However, the most rewarding part is not just seeing numbers, but also being surrounded by inspiring people in the NGO space who are doing meaningful work.
While things can get hectic, connecting with passionate individuals and seeing volunteers dedicate their time to our cause make the work fulfilling.
What advice would you give to students considering this path?
Tasha: You need to want it and be very flexible. The work is very intertwined with your life and requires a wide range of skills, from administration and finance to strategy and marketing.
For those looking into digital marketing, be prepared for a long period of trial and error, uncertainty and failure. Be clear about what you want to achieve, figure out what your message is and remain open-minded.
Understanding people definitely helps because this role depends on gaining their support. It also means recognising that what your audience needs may not always be what you personally agree with.
*Individuals are featured in their personal capacity. Views expressed do not represent any organisation.
Ong Li Zhen, 22, a student
in the United Kingdom, is a participant of the BRATs Young Journalist Programme run by The Star’s Newspaper-in-Education (Star-NiE) team. This feature is part of a series highlighting young working adults who share insights into their jobs and offer practical tips on thriving in the workplace. For updates on the BRATs programme, follow @starbrats on Instagram.
With the theme of the article in mind, carry out the following English language activities.
1. In groups of four, create an advertisement that persuades classmates to use an everyday eco-friendly product, such as a reusable bottle, cloth bag or bamboo toothbrush. Then, present your advertisement to the class. Ask your classmates to raise their hands if they are persuaded to use the product.
2. What makes an advertisement successful? Discuss with your classmates.
The Star’s Newspaper-in-Education (Star-NiE) programme promotes English language learning in primary and secondary schools nationwide. For Star-NiE enquiries, email starnie@thestar.com.my.
Factbox
Full name: Tasha Sabapathy
Job title: Programme and communications officer
Professional experience: Three years
Highest qualification: Masters in digital marketing
