Build Your Online Reach - I
Taking the first steps towards discoverability, for NGOs and change makers
By Sumi Thomas
- Foreword
- Chapter 0 | Case Study
- Chapter 1 | Stakeholders
- Chapter 2 | Levels of Discoverability
- Chapter 3 | Creating content for website
- Building a Website on Frappe
Foreword
For me, a foreword is, first and foremost, a note of gratitude. For the immense learning that life has been. And especially to the people who made this happen. Shemeer, for being a patient mentor, and for showing me what is possible. Jinso, for always answering my tech queries, no matter how absurd, with the utmost kindness. Megha, for being a sounding board and for new perspectives.
This book is the first in a series that will help NGOs and change makers channel the power of the internet for reaching out to their audiences. In this book, we will figure out the need for being discoverable online, the importance of identifying the right audience and of the different levels of discoverability. We have worked to make this book easy-to-understand and easy-to-take-action-on. So, let's dive right in!
Chapter 0 | Case Study
Case Study
TYCIA Foundation | Opening the Door to Discoverability
The background
Poverty also led to a tragedy in Saraswati's life. Her brother, at just four months old, died of malnutrition. It was then that she decided that she would become a doctor and save lives. For her, the government school she studied at was a gateway to a better future. Not just for her, but for her entire community. But, things changed when her family's financial situation got worse. Both her parents had to go out and find work. And tiny Saraswati had to stay home and take care of her younger siblings. Her dreams of being a saviour in a white coat would have died, if not for the TYCIA Foundation's 1000andyou project. The campaign aims to help 1,000 Korku girls in Khandwa go to school. A sum of ₹3,000 can see one girl through one academic year of schooling.
The abbreviation TYCIA unfolds into Turn Your Concern Into Action. The foundation's mission is to build "a nation where all people can gain equitable access to attain quality education, healthcare and livelihood opportunities, and where all the communities can realize their full potential and inequalities are minimized." 1000andyou is one of the many projects and campaigns that TYCIA actively runs and lends support to. The organisation's scope of work extends across sectors: education, criminal justice, youth leaderships and livelihoods. Its initiatives are as varied as its scope. From bringing education to rural and urban communities in dire need, TYCIA also helps educate prison inmates and works to rehabilitate them into society. It also anchors youth leadership and livelihood programmes in various parts of the country.
Being Discovered Online
The challenge
As the organisation grew, so did the number of people and communities it was helping. And so did its needs. It was no longer enough that volunteers and money trickled in whenever. There was a sustained need for these resources. The team had to start dedicating a large part of their time to finding these resources. And this was not a sustainable option. Nor was it in the interests of the organisation.
The challenge here was a simple one. Of discoverability. Unless people knew that TYCIA existed and understood the work it did, they would not be able to decide how to contribute to it. The organisation had a website, but it was paying a good amount of money in terms of hosting and maintenance. It also had a cursory presence on social media. For TYCIA to be present and found on the internet, they had to start from the basics. The organisation needed a low-cost website that could be maintained and managed easily.
The aikyam fellows team connected with TYCIA when they were looking for help to re-build their website. And while doing the research for this, someone guided them to the aikyam fellows forum. One of the founders left a post there, asking for help to build a website. And the aikyam fellows team reached out to them. Right at the outset, we had to find answers to the questions below.
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Who is(are) the primary audience(s) for this website?
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What are the actions that you want people to take on the website?
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Share references to any websites that have inspired you. In terms of design/writing/user friendliness/navigation
This clarity would help create the website that would accurately represent the TYCIA Foundation to its audience. The organisation had clarity that it was primarily looking to raise two resources through the website: volunteers and donations. Here are some of the steps taken in the making of this website.
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The content and the design for the website was created keeping Sukoon's objective in mind.
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The information that volunteers and donors would look for was given prime importance.
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For volunteers, this included information on
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TYCIA's programmes/initiatives
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the impact created by these programmes
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how they can contribute
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where to sign up
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whom to contact for more information
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For donors, this included information on
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programmes
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what their money will be used for
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how to donate, which included tax benefits and other info
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Call-to-action buttons on the home page indicated where one could volunteer and/or donate.
Impact
How the website helped
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Chapter 1 | Stakeholders
Find Your Audience
Why should an organisation be discoverable?
- to create awareness about your work among the general public
- to be visible to funders
- finding volunteers/new hires
- information for government bodies
- to be an authentic source of information and contact space for everyone, like researchers, policy makers, media
- for some of you, it may be that you have products or services that need to be reached out to the public
- telling your story the way it should be told | brand building
Who are the stakeholders?
- organisation staff
- board
- volunteers
- vulnerable communities
- field workers
- funders
- donors
- govt departments/compliance
Power Mapping
We can now take a look at a power-impact when it comes to the stakeholders for the website. Which is essentially, the audience. We will figure out two things. Who has the most power in terms of deciding what goes on the website and how it looks? Who is most impacted by the information available there?
Needs Mapping
Let us pick two of the primary stakeholders.
From this list that most of you have shared, two stand out: volunteers and funders/donors
Let's look at volunteers. What information do you think they need from a website?
- how to volunteer
- information about programmes
- what is the impact of the programme
- getting in touch for more information
Now let's do the same exercise with funders/donors.
What is the information that they need from an organisation's website?
- programmes
- impact
- details of the team
Checklist
- Identify primary reason for having a website
- Identify all stakeholders
- Figure out key stakeholders
- Identify content that is important for key stakeholders
Chapter 2 | Levels of Discoverability
Levels of Building Online Reach
