building a sense of belonging - ragan communications · 2018-07-25 · recruitment and also inform...

CONFIDENTIAL

BUILDING A SENSE OF BELONGING

Creating communities that lead to impact

Brycie Jones

@bryciejones

July 24, 2018

© 2017 Bill & Melinda Gates Foundation

THE GATES FOUNDATION WORKS TO ENSURE THAT EVERY PERSON CAN LIVE A HEALTHY & PRODUCTIVE LIFE.

CONFIDENTIAL © Bill & Melinda Gates Foundation | 3

JAN

2017

Pandemics @ Davos

NTDs

Malaria 2018

Progress

video

Data

graphics

Innovation

podcast

KEY CONSTITUENT ENGAGEMENT RAISES THE

PROFILE OF CAMPAIGNS AND CONTENT

ENGAGEMENT PRIMES INFLUENCERS

FOR GREATER SUPPORT & ACTION

MAR

2017

APR

2018

Long-term goal is increasing this*…(*‘this’ is the base on which our

campaigns are built)

LIKELIHOOD OF

ACTIVATION

INFLUENCER

THRESHOLD

OUR COMMUNICATIONS FOCUS

CONFIDENTIAL © 2017 Bill & Melinda Gates Foundation

SENSE OF COMMUNITY

Membership Influence

Fulfillment of needs

Shared emotional connections

Impact


THREE AUDIENCE CASE STUDIES

Key Constituents

• Members of the public who care

Influencers• Wonks and implementers

• Goalkeepers

KEY CONSTITUENTS


INTRODUCE, DON’T EXCLUDE


LISTEN AND RESPOND

Engage community,

Feb. 11Kickoff, Feb. 4 Re-purposed

vaccines content

New Sue contributed

content

Third-party pieces


ENABLE REACTIONS

MAKE USE OF WHAT YOU HAVE WHEN IT COMES

TO DEEPER ENGAGEMENT

INFLUENCERS: WONKS AND IMPLEMENTERS

CONFIDENTIAL

How has the level of global extreme poverty changed over the past 20 years?

a. Increased by 50 percent

b. Increased by 25 percent

c. Stayed the same

d. Decreased by 10 percent

e. Decreased by 25 percent


QUIZ TIME!

CONFIDENTIAL

• 91% of respondents are at least moderately

hopeful about the ‘possibility of making real

progress’ in reducing poverty in developing

countries.

• This result is reinforced by the fact that 71%

of respondents selected that there was some

reduction (either 50% or 25%) in extreme

poverty in the past twenty years.

• Respondents are also confident that this

progress will continue with 69% stating that

decreases will continue in the next 20 years.

Messages of progress, undernoted by the

work still remaining to be done, will resonate

with this audience.

The audience’s optimism and awareness of

progress may also allow for more nuanced

content focused on risks or new data.

SURVEY PARTICIPANTS OPTIMISTIC TOWARDS REDUCING EXTREME POVERTY

Q1 COMP On a scale from 1 to 5 where 1 means ‘Not hopeful at all’ and 5 means ‘Extremely hopeful’ how would you describe your feelings about the possibility of making real progress to reduce poverty in developing countries?.

Q2 COMP. In the last 20 years, the proportion of the world population living in extreme poverty has...[correct answer is decreased]

Q3 COMP. In the next 20 years, do you think the proportion of the world population living in extreme poverty will . . . © Bill & Melinda Gates Foundation | 14

CONFIDENTIAL

• Most respondents’ answers to questions

1-3 were driven by positive sentiments

including changing technology, generally

improving economic conditions around the

globe and the overall increase in focus on

global health issues.

• However, this optimism counterpointed by

issues of growing income inequality and

global long-term issues, most particularly

climate change and war and other

conflicts that could dampen or even

reverse the trend of decreasing poverty.

• Participants who said poverty would

increase over the next 20 years cited

challenges related to ‘income inequality’,

‘poor leadership’, and global issues such

as ‘conflict and ‘climate change’.

© Bill & Melinda Gates Foundation | 15

RESPONDENTS CAUTIOUSLY OPTIMISTIC PROGRESS ON POVERTY DRIVEN BY ECONOMIC GROWTH AND TECH

Q4 What reasons drove your responses to questions 1-3? Simply skip this question if nothing comes to mind.

Attention from

Orgs and

Initiatives

Technology

Economy and

Income Inequality

Overlooked

Fundamentals,

Harder Problems

“There has been a lot

of progress thanks to

technological and

scientific advances”

“The fundamentals are not

being dealt with and still a lot of

focus/ investment on symptoms

rather than the cause”

“Enough initiatives are

being implemented to

make a difference in

reducing poverty in the

developing world”

“The world has a better

understanding of

solutions, technology

and research”

“The rate of economic

growth in developing

countries remains

relatively high”

“I feel like the gap between rich

and poor has become bigger

and the system is rigged to

maintain that imbalance.”

“More intractable

problems in the

remaining poorest

regions”

“The increasing number of

individuals and corporations,

like the Gates Foundation,

who make contributions.”


NEW CONTENT VEHICLES: BELONGING

INFLUENCERS: GOALKEEPERS

TOP VIEWOUTSIDE OF BOX

The exterior of the box is clean, with a playful varnish of the Goalkeepers ’wheel’ element.

• Branding• Shipping information• Varnish

Concept images not to scale.

TOP VIEW INSIDE OF BOX

Overlay sheet with provocative message.

• Heft of paper helps keep contents in place.


TOP VIEWUNDER PAPER LID INSIDE OF BOX


Each “door” reveals a perception-changing, fact-based truth about its provocative statement.

• Colors and factual content on each ”door” map to one of the SDGs.

Front - War, famine, and drought are

lowering global life expectancy.

Back – False. Increased prosperity overall

has raised life expectancy from just 48

years in 1950 to 72 years today.

(see p. 55)


THE COMMUNITY EXPERIENCE WILL BE GROUNDED IN CONNECTIONS, ACCESS AND ACTIONSIdentification, and recruitment

Desk research, nominations from partners and staff will inform

our prospect lists in each geography.

Learning opportunities and content

This group needs more information on the Global Goals and

access to other opportunities in the sector.

Connections

In-person events and digital connections will meet a key goalkeeper

need as well as inspiring new partnerships.

Facilitated advocacy and action

The foundation will enable leader-driven action and advocacy and will

catalyze the best ideas with funding and attention.

Advisory Board

A 10-person

global advisory

board will help

with potential

recruitment and

also inform the

framing of the

community.

Invite

A prospective

member is fully

invited into the

Goalkeepers

community after

attending an

official GK event.

Welcome series

Each member

receives digital

guided intro to the

community, and

badging to mark

their status as a

member.

Content and experiences

A digital platform will serve as a

central knowledge base on

SDGs 1-6 for Goalkeepers.

• High-level information, data

• Guided entry into content

• Delivery via email, WhatsApp.

Supplemented by snail mail.

Sector trainings

We will nominate Goalkeepers to

participate in existing champion-

building activities: Moth, Global

Citizen Changemakers, Aspen...

We may consider field visits in

later phases of the program.

Regional events

Local gatherings (ranging from informal

receptions to mini GK events) will allow

for specialized focus on issues,

community recruitment, and building the

GK brand.

Later events might focus on specific

advocacy asks or actions.

Digital collaboration tools

The digital platform in

conjunction with tools like

WhatsApp will allow

Goalkeepers to directly connect

with each other. It will also allow

Goalkeepers to ask for support

and help around their own

actions.

Advocacy

Artifacts, shareables,

and access to

platforms will be

available for

community advocacy.

These will be

supplemented by rare

direct asks.

Accelerator/

Action Fund

We will fund select

actions/advocacy.

• Community accelerator

• Grants for new projects

• Funds to support

advocacy and

infrastructure.

Mentoring and

sponsoring

Established leaders and

partners will be invited

to support GK

actions/advocacy

through mentorships

and/or funding.

WHAT IT LOOKS LIKE OVER TIME


0

10

20

FR

EQ

UE

NC

YMONTHLY CADENCE

Campaign: Digital Partner Campaign: Paid Social

Campaign: Organic Social Campaign: Email

Always On: Paid Social Always On: Organic Social

Always On: Monthly Newsletter

CONFIDENTIAL

Do people feel a part of our content? Is the content made for them?How can I use what I have to build emotional connection at scale, more specific?Am I moving to where my audience is?Am I meeting people where they’re at?


TAKEAWAYS

THANK YOU

building a sense of belonging - ragan communications · 2018-07-25 · recruitment and also inform...

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