Rebranding a Non-ProfitLove Thy Neighbor Mexico

Internship Completion Slides

by Isaul Carballar

Content:

1. Background & organization description

2. Strategies and achievements

3. Current challenges

4. Strategic alternatives (A, B, C)

5. Conclusion

1. BackgroundMexico's War on Drugs

The Awful Truth

● Mexican cartels are responsible for 90% of the illicit drugs consumed in the US

● The american drug consumer is the major force driving such activities

● 60,000 deaths over a six-yearwar on drugs in Mexico

● Drug consumption in the US is still among the highest in the world

Social Activism

Enter Love Thy Neighbor Mexico

A non-political organization educating teenagers about the consequences of illicit

demand of drugs coming from Mexico.

2. Strategies & Achievements

The story so far...

Strategies

● Social Media as the major driving force, especially Facebook

● Education curriculum● Private and Institutional funding, not public● Reliance on interns● No political stance, not against drugs, not

pro-immigration

Achievements

● An active and engaged Facebook audience, reaching +20k fans

● Established credibility in several schools, reaching over 1,000 students

● Video production strategy, focusing on appealing content for the target audience

3. Current ChallengesStrategic Shift or Different Funding?

Current Challenges

● A lack of funding forced the organization to shift their strategy

● Results achieved so far have not been as expected

● Audience engagement has not produced expected virality, in particular with the video

Broader Questions

● Will an active and engaged community, aware of the social consequences of illicit drug demand, make any difference?

● Will drug users, currently buying from the black market, care about using "conflict-free" drugs?

● Will conflict-drug awareness help solve the big challenge? Will the demand decrease?

4. Strategic AlternativesA Brainstorming Session

"Dear Mexico..."Alternative A

Dear Mexico...

Goal: Create a positive association with Mexican PeopleObjectives: Engagement, Collaboration, ExposureMethod: Using an online collaboration platform, users will be asked to write/draw/film one reason to love & hate MexicoProposed name: "Dear Mexico, I love/hate your..."

Core Mechanic

● Show Staff Picks or suggestions at the beginning

● Allow collaboration and shareability across social channels (Facebook, Twitter, Stumbleupon, Pinterest, Google+, Tumblr, Linkedin, email newsletter)

● Once the piece is submitted, you can see the results

● Keep track of submissions

Risks and Threats

● In-house development is very expensive● Hate comments● Too many submissions● Out of context or nonsense posts● Misunderstanding of goal● Nuanced message

Proposed solutions

● Staff/Social curation of content● Use your social network ID● Keep content funny, yet thoughtful● Interesting design● Motivational or inspirational?● Avoid Online Survey feel● Require useful input

Visual Proposal

Start a BlogAlternative B

Content Marketing strategy

Goal: Show the knowledgeable and caring side of LTNM, thus creating empathyObjectives: Empathy, Engagement, CollaborationMethod: Write about the aspects surrounding the organization as well as the social issuesMechanic: Topic ideas can be extended indefinitely if the editorial line is slightly blurred. In other words, an interested, approachable, friendly voice is good for engagement

● Are drugs evil? Drugs and me, my family, etc.

● How can education in the US improve?● Successful Mexicans in the US and

viceversa● What is LTNM working on right now?● Ways for better activism● Ask for art submissions● Interview the relatives of a deceased● Exchange ideas about building a

collaborative project

Here are some topics

Risks and Threats

● Blogging can be tired

● Needs fresh ideas and (almost) daily posting

● Content strategy is more long-term, generating engagement over time

● Website may need a revamp in SEO, especially in the calls to action

Crowdsource a CampaignAlternative C

Mix Alternatives and Kickstart!

Goal: Take the organization to the next level of awarenessObjectives: Awareness, Engagement, Collaboration, Additional FundingMethod: An integrated crowdsourcing strategy, making use of the previous ideasCore Mechanic: Crowdfunding strategy to start sales of a product: Bracelets, Tee's, Sunglasses, Jewelry, Postcards,Candles, etc.

● Development of a product can take months● New costs may arise● Intellectual property and copyright issues● Needs to improve visibility and PR● Execution may be harder, as it has to rely on

the available workforce

Risks and Threats

Proposed solutions

● Joint-venture with one partner (Westwardleaning?)

● Venture with several partners, currently selling products (fab.com)

● There are integral online stores (shopify.com)

● Crowdsourcing activities takes away some of the burden, gets the word out (kickstarter.com)

● Proposed solution can take advantage of online advocacy tools: nationbuilder.com, salsalabs.org or freebsd.org

ConclusionWhat should the call-to-action be?

Crowdsource Advocacy!Alternative D

Turning Volunteers into Advocates

Goal: Produce local content that grows local audiencesObjectives: Engagement, Collaboration, Exposure, FundingMethod: Grassroots-style campaigning, Social leaders will help push localized content, thus creating awareness and advocacyProposed Name: Good Neighbors

Core Mechanic

● Start a volunteer sheet form, looking for online activists

● Users become leaders in their respective communities, they are responsible for the content, but must follow guidelines

● Use a platform such as NationBuilder.com or SalsaLabs.org

● Two stages in execution: 1) Build an activists fan base, empowering a few; 2) Apply for a 2nd round of funding, with a stronger fan support

Risks and Threats

● Activism can take many shapes, and thus the message becomes disorganized

● Chaos and disorder

● Misunderstanding of goals

● Managing complexity

Proposed solutions

● Become the party host● Low-cost from online collaboration tools

allow for managing● Use advocates social network ID● Gamification, turning specific actions into

badges● Activism can be easily tracked using online

tools● There is an audience, it just needs

organization

The Answer to the Big Question is...

The call-to-action should aim for:● The website should be their home● LTNM is only the host● Give them resources● Ask them to join!● Ask them to act!!● Ask them to ask others!!!

50 (very) useful low-cost resources here:http://www.crowdsourcing.org/document/50-fun-useful-and-totally-random-

resources-for-nonprofits/10939

Rebranding a Non-ProfitCompletion Slides

byIsaul Carballar