OGQ was founded by Geet Sethi and Prakash Padukone with the mission to support potential Olympic medal winners, in achieving their dream, with the help of all the stakeholders; and the vision to scout for potential talent and identify their needs. It had eminent personalities from sports who understood the problems with Indian sports and eminent people from industry who had a passion for sports and supported it. OGQ supported its athletes for the 2012 London Olympics through voluntary contributions and its athletes won 4 medals. For the 2016 Olympics, OGQ had a target of 8 Olympic medals and was scaling up its support to athletes. Viren Rasquinha, the CEO of OGQ, knew that he would have to focus on getting more contributions as he would need more resources to support the athletes. He had felt that, towards this, OGQ would need to review its communication strategy to the current and potential donors. He would need to communicate effectively to various segments and design a structured and effective communication mix for each segment.