Water for Sudan asked us to help them get the word out.
And as a non-profit all-volunteer organization, they obviously have limited resources. Like most organizations, they’re asking themselves “How do we get more value out of our marketing communications resources?”
To effectively answer that question, we developed a Strategic Communications Action Plan that answers three more questions:
- “What’s your story?”
- “What are your goals in telling it?”
- “What resources can we call on to tell the story?”
The Response
Salva Dut, Water for Sudan Founder
First, Water for Sudan (WFS) has an unusually compelling story, and we helped refine it — WFS is realizing former “Lost Boy” Salva Dut’s vision of transforming lives in Southern Sudan by drilling wells, providing clean, safe drinking water.
Second, they had a collection of goals, and we helped clarify them — strengthen WFS’s fund-raising capacity by expanding its visibility, increase awareness and engage new supporters.
Third, they had existing communications assets including a basic website, an enormous photo collection, and “Just Add Water” a multi-version documentary produced by POV-Rose Media.
What they lacked was an action plan to leverage these and other assets in today’s web-centered communications environment.
The POV-Rose Media team led by project manager Jeff Mead, with consultant Bob Shea and design partner K2 Communications, worked with Water for Sudan’s leadership to create and implement the web-centered Strategic Communications Action Plan.
The Outcome
Re-Branded Water for Sudan Homepage
The plan includes a refreshed brand identity, a web-based communications “hub” and additional marketing communications materials.
“Talented, efficient and cost effective…the best money we’ve ever spent.”
John Bevier, Water for Sudan Board member
John Bevier, a Water for Sudan founding Board Member, views the outcome this way. “The most effective tool we’ve ever used to help us tell our story is the excellent blending of both word and image under the gifted tutelage of POV-Rose Media.”
“The project has been a true collaboration,” says Mead. “Together we developed a well-thought out, integrated view of the organization’s overall marketing needs.”
More than a Website — A Communications “Hub”
The new, video-rich website was built from the ground up. Numerous short video stories are front and center, and integrated throughout the site, not tucked away in a library. The site is the organization’s “communications hub”. Its features include:
- New brand graphics and copy
- Video stories on both the website and a branded YouTube Channel
- Supporter “heroes” profiled in video vignettes
- A Blog
- Branded, downloadable fund-raising kits targeted to supporter segments
- Media information and downloadable photo gallery
- A “Take Action” section with options for individuals and groups to donate, raise funds, and stay connected with Water for Sudan
- Facebook and Twitter engagement which round out the social media channels now active on behalf of Water for Sudan
New Call to Action
The project wasn’t limited solely to the Web. POV-Rose Media also provided a set of presentation support materials including a menu-driven DVD, PowerPoint presentations, plus a revised set of print materials based on the new brand identity.
An Approach that Works = Lower Costs and Greater Results
The website architecture is easily managed by the organization’s volunteers, minimizing the need for ongoing outside costs to update and maintain the site with fresh content.
Some of the results:
- Website traffic up 275%
- Average page views up from 2.7 pages per visit to 3.3
- Average time on site up from 2:35 to 3:38
- The WFS Email Newsletter list grew from zero to 550+
- Facebook fans doubled
- Twitter followers increased from zero to 580+
- In 2009, a challenging year, donations exceeded 2008
- In 2010, an extremely challenging year, donors were down less than 4 percent
Salva Dut Featured in National PBS Need to Know Program
Foundations, grants agencies, news media and business supporters cite WFS web presentation for projecting a positive, credible image of success in achieving goals while providing a substantial amount of useful information. This is particularly important to an organization that relies entirely on volunteers and one part-time staff person. For example, WFS founder Salva Dut was featured in a recent national PBS Need to Know program on Southern Sudan. The producer cited the WFS website as a significant information source for why Salva and WFS were selected to highlight American involvement in that region. Need to Know also used significant amount of POV-Rose Media’s raw footage.
The strategic thinking behind the plan makes ongoing success more likely than simply a collection of media tactics. Ultimately, it’s the same approach that works for any organization, whatever its business or mission.
Contact us about integrating your stories into the connected world.
See other Water for Sudan posts and videos here.
Click here to experience the Water for Sudan website.
Thanks for providing examples of branded videos to go online. It was interesting how this process lowers overall marketing costs as opposed to TV spots.