Sustainable Community Development Through Education.
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Grace Educational Trust Sustainable Community Development Through Education
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Transcript of Sustainable Community Development Through Education.
Grace Educational Trust
Sustainable Community Development Through Education
Grace Educational Trust – the context
The bigger picture - social media philanthropy
Taking stock – SWOT
Social Media Strategy
12-month implementation plan
Social Media for Grace
The Context – Founding Mothers
Neelima Francis
Ontario Ministry of Education
Poverty Social Worker
The Context - Genesis
2006 - 2007 2008 2009 2010
(~80)(40) (~60)
The Context - Vision
Educated
Children
Reduced Poverty
Engaged Commu
nity
Virtuous Cycle:Sustainable community
development through education
The Context – Problem Statement
Burden of poverty
InfrastructureContent
Human time
Education
Have...
Need...
To get...
& show...
Results
The Context – Problem Statement
The Context – Solution
+
= social media philanthropy
Social media is connecting needs and solutions beyond borders
Social Media Philanthropy is on the rise (e.g. SocialActions, 50+ ways on mashable)
Education has existing communities (e.g. ASCD Edge)
Global interconnectedness is recognized “Mobile” philanthropy potential
◦ Emerging markets and emerging technologies are joining hands
◦ Use of mobile technologies in education
The Context - Bigger Picture
The Context – Business Model
Social Media
IS:
CAN BE:
Examples:
The Context – Business Strategy
Grace
Contributor
Contributor
Contributor
Contributor
Contributor
ContributorContributor
Supporter
Supporter
Supporter
Supporter Supporter
Supporter
Supporter
Supporter
Supporter
Supporter
Contributor
1. Build community as resource
2. Enhance engagement
3. Augment (financial) support base per projected growth; achieved mostly through first two goals
The Context - Goals
# of people involved through investment of time
# of non-financial contributions received◦ Infrastructure◦ Content◦ Time
# of people engaging with Grace◦ through contributors’ online presence◦ otherwise
The Context – Business Measures
Taking Stock – Social Media SWOTStrengths•Demonstrated results•Following best practices•Have an existing “following”•Staff passionate about learning and educating•“Pepper Virtual Assistants”•No Canadian administration costs•Ontario Education community exposure•Successful experience with Canadian teacher in Goa
Weaknesses•Not much exposure with social media (although currently being sought and developed)•Staff (3+1) already at full capacity•No budget in Canada
Opportunities•Social media philanthropy•Use of mobile technologies in distance education
Threats•Many competitors in category•Donor fatigue•Trust in organization and effectiveness key
Concept statement for “contributor” audience
An online community of contributors who are interested in supporting education in
developing countries. The community would provide high-quality educational resources and/or instruction which can be delivered through technology and used by students
and teachers in developing countries. Grace’s site will also report on usage,
results, and popularity of the resources/ instruction provided.
Social Media Strategy
Social Media Strategy
Building on the four pillars…
Communicate, Collaborate, Educate, Entertain
Attract:◦ Identify/ contact “teachers in progress”◦ Participate in relevant discussions on community
blogs (e.g. Teachers Social Network, Classroom 2.0, ASCD Edge, Edutopia)
Build relationship:◦ Publish stories on blog about
use and impact of educational resources from contributors
Build trust:◦ Direct access to kids’ reports depersonalized
SMS - Communicate
Invite contributions from education community on specific problems/ topics ◦ (can be links but also YouTube favourites and votes)
Build a “Grace” tribe◦ Potential Primary Target Audience:
Students of “teaching”◦ May also look for the same in Goan Expats, educational
community, BBBS
Coordinate virtual / distance learning sessions ◦ (internet via Skype or videoconferencing/ mobile via
audio lessons or stories)
SMS - Collaborate
Tie industry wisdom and trends with current activities (e.g.)◦ Distance/ virtual education in developing
countries
One piece of info every term about the environment (e.g.)◦ Ties between developing and developed nations
SMS - Educate
Publish one product from the kids per month – e.g. a cute event, or a work they’ve produced
SMS - Entertain
Crowd-puller: ◦ Referrers ◦ # of non-own-site mentions
Content: keywords/ landing page / clickstream analysis
Outcomes: Conversion rate Contributor ‘applications’/ # of non-financial
contributions/ Donations from site Comments/ # of people responding on social media
presence “loyalty” as contributors
(using Google/ Piwik/ SocialMention and some offline measures)
Measuring Effectivenes
12-Month Plan1 2 3 4 5 6 7 8 9 10 11 12
• Listen• Add analytics
Solicit contributions
Refine Strategy
1) Publish Kids’ Work; Industry wisdom/trends; Env. Info
2) Monitor analytics
Write about impacts and recognize contributors (
site, LinkedIn)
12-Month Plan Resources: Voluntary service contributions
◦ Redirect some of existing time
◦ Utilize pro bono services such as Taproot or Idealist
Suggestions/ Questions?
