What is your blue ocean? If you don’t have a blue ocean, you are probably fishing in contaminated waters.
The NGO sector in Uganda is very competitive. NGO’s must urgently rebrand and embrace a digital agenda to tap into new stakeholders and retain existing ones. That is what a blue ocean is all about; thinking beyond the present.
The digital story.
For a third year in a row, BRAC (Formerly the Bangladesh Rural Advancement Committee), the largest NGO, continues to be the leading NGO in the world, according to NGO Advisor. To gain this spot, BRAC leadership asked; “How can we transform community service work, when we rely on donor funds?”
The answer was simple: Become a pragmatic, adaptive, and very responsive to stakeholder needs. Top on the agenda was leveraging online and social media to rally stakeholders to work as a team. They focused on [over] communicating BRAC milestones and impact aggressively.
The result is a strong organisation with several income generating projects globally. What digital journey are you starting today?
An NGO of the future is a ‘platform’ NGO
An NGO of the future is a ‘platform’ NGO. To win on stakeholder engagement, BRAC decided to adopt a model of an NGO as a platform NOT software.
A platform (B) empowers the stakeholders to do self-help services as well as make money whereas a software (A) offers only core services where beneficiaries have to depend on handouts. For example, UBER, AMAZON etc are platforms.
To succeed, you must adopt a digital strategy with stakeholder engagement at the centre. In the short term, creating a strong online presence through an interactive website, social media presence, a newsletter to key partners and community advisory is urgent. An investment into a platform is critical for unprecedented future success. For example, to catch up with reducing donor financing, BRAC has diversified income sources and owns a bank!
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Transform your brand for increased stakeholder engagement, click here to download proposal.