Ford Foundation
Differentiating and Strengthening Nigerian NGOs
Landscape Analysis, Communications Audit & Training
PURPOSE | The Ford Foundation wanted to help its coalition of 15 diverse civil society organizations spread awareness about their work on critical issues like improving women’s health, promoting democratic governance, protecting freedom of the press, and empowering youth.
CHALLENGE | Despite the urgency of these issues, many organizations struggled to communicate and engage with their audiences. Other, more established organizations operating at larger levels were dominating the media, leaving little opportunity for locally- and regionally-based organizations to breakthrough.
SOLUTION | Assembled comprehensive reviews of NGOs’ messages and news and social media footprints, providing tailored recommendations to improve each organization’s reach
IMPACT | Taking recommendations to heart, BeHeard participants dramatically improved their visibility within Nigeria and around the world. In less than six months, grantees collectively increased their Twitter followers by 47%, their Facebook fans by 87%, and 2,300% increase in views on Youtube.
TAGS | Social Media; Message; Nigeria; Development
Reframing the Mortgage Crisis to Better Protect American Consumers
Message Development & Training
PURPOSE | The Ford Foundation and a coalition of grantees sought to reframe the debate around the cause of the 2008 financial crisis. The national debate in the US lacked clarity about the root causes of the crisis, and complicated advocates’ efforts to secure passage of legislation that increased consumer protections and could help avert another financial crisis.
CHALLENGE | Members of the general public and policymakers did not understand all the factors at play in the mortgage and credit crisis, and were distracted by inaccurate claims that “irresponsible homebuyers” were to blame.
SOLUTION | Helped the Ford Foundation and its grantees create financial markets that were accountable and transparent in order to ensure that these institutions advanced the public good. My team did this through:
IMPACT | Dozens of consumer protection groups utilized the message to communicate with policymakers, media and the public, and in July 2010, the Dodd-Frank Wall Street Reform and Consumer Protection Act became law, establishing the Consumer Finance Protection Agency headed up by coalition member Senator Elizabeth Warren.
TAGS | Message R&D; Financial Crisis; Coalition; Policy Advocacy
Mobilizing Supporters Behind A New approach to regional development
Stakeholder Research & Message Development
PURPOSE | The Ford Foundation wanted to shape the policy dialogue about community development by aligning grantees, policymakers and funders behind a common set of goals, identified challenges, and best solutions. They also wanted to emphasize their new approach towards “comprehensive community development.”
CHALLENGE | Policymakers and current and prospective grantees were confused about new investment strategies taken by major funders; Ford Foundation wanted to clarify its strategy on regional development and engage these critical stakeholders.
SOLUTION | My team helped Ford strengthen its program by cataloguing competing perceptions, crafting clarifying messages, and training critical spokespeople on message delivery using:
IMPACT | The Ford Foundation has solidified its role as a philanthropic leader working on the frontlines of social change with its focus on eliminating inequality in America’s metropolitan areas.
TAGS | Cities; Stakeholder research; Brand; Philanthropy