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CONFIDENTIAL
BUILDING A SENSE OF BELONGING
Creating communities that lead to impact
Brycie Jones
@bryciejones
July 24, 2018
© 2017 Bill & Melinda Gates Foundation
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THE GATES FOUNDATION WORKS TO ENSURE THAT EVERY PERSON CAN LIVE A HEALTHY & PRODUCTIVE LIFE.
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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
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CONFIDENTIAL © 2017 Bill & Melinda Gates Foundation
SENSE OF COMMUNITY
Membership Influence
Fulfillment of needs
Shared emotional connections
Impact
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CONFIDENTIAL © 2017 Bill & Melinda Gates Foundation
THREE AUDIENCE CASE STUDIES
Key Constituents
• Members of the public who care
Influencers• Wonks and implementers
• Goalkeepers
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KEY CONSTITUENTS
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CONFIDENTIAL © 2017 Bill & Melinda Gates Foundation
INTRODUCE, DON’T EXCLUDE
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CONFIDENTIAL © Bill & Melinda Gates Foundation | 8
LISTEN AND RESPOND
Engage community,
Feb. 11Kickoff, Feb. 4 Re-purposed
vaccines content
New Sue contributed
content
Third-party pieces
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CONFIDENTIAL © Bill & Melinda Gates Foundation | 9
ENABLE REACTIONS
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MAKE USE OF WHAT YOU HAVE WHEN IT COMES
TO DEEPER ENGAGEMENT
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INFLUENCERS: WONKS AND IMPLEMENTERS
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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
© 2017 Bill & Melinda Gates Foundation
QUIZ TIME!
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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
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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.”
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CONFIDENTIAL © 2017 Bill & Melinda Gates Foundation
NEW CONTENT VEHICLES: BELONGING
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INFLUENCERS: GOALKEEPERS
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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.
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TOP VIEW INSIDE OF BOX
Overlay sheet with provocative message.
• Heft of paper helps keep contents in place.
Concept images not to scale.
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TOP VIEWUNDER PAPER LID INSIDE OF BOX
Concept images not to scale.
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)
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CONFIDENTIAL © Bill & Melinda Gates Foundation | 22
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.
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WHAT IT LOOKS LIKE OVER TIME
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CONFIDENTIAL © 2017 Bill & Melinda Gates Foundation
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
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CONFIDENTIAL © 2017 Bill & Melinda Gates Foundation
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CONFIDENTIAL © 2017 Bill & Melinda Gates Foundation
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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?
© 2017 Bill & Melinda Gates Foundation
TAKEAWAYS
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THANK YOU