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First, could you find a specific person in this crowd? Consider that in cyberspace, locating a single web page is a like trying to find a friend in a picture a billion times this size.
The great power of the Internet is its ability to gives anyone, anywhere a global platform to do, say and create whatever he or she wants. That quality may also be the Internet’s biggest problem. With so many voices each vying for attention, organizations like GCAP struggle to define themselves to the outside world and to unite the efforts of its partners and fellow activists.
In order to stand out in the crowd, GCAP needs to solve both internal and external communications problems so that it can best capitalize on the benefits that the Internet and social media provide.
THERE ARE 4 AREAS IN WHICH GCAP CURRENTLY STRUGGLES
Definition of Purpose
Internal Communication
Branding
Connect Audience with GCAP Projects
[Internalize It] GCAP needs to improve internal communication. Scattered across the world, GCAP employees need to be better organized and better connected to provide a clear, cohesive message.
RECOMMENDATION: Rather than reinvent the wheel, adopt a computer-based platform that brings together all of the tools that GCAP staff already use, together with targeted enhancements that will improve the functioning and efficiency within the group. Research on other company’s efforts to create an entirely new internal communications platform have been expensive, time consuming and in many cases, relatively unsuccessful. If traditional currently-available tools like Skype and Outlook work, let’s make it easier for people to access them.
[Identity Crisis] GCAP must clarify for themselves (and then for the public) who they are, what they are trying to achieve and by what metrics they measure success.
Is GCAP simply a back-end organization, one that the public isn’t supposed to see? Are they supporting campaigns created by other organizations or essentially creating their own? Today, GCAP has a significantly greater outward presence. If that trend continues, their messaging should reflect that.
RECOMMENDATION: Make GCAP a hub of information and action; embrace this increasingly public role. By becoming the face of poverty eradication, GCAP can expand its work and increase donor support.
[Name Brand] Non-profits and NGOs often struggle to market themselves with the same zeal and creativity of their for-profit counterparts. GCAP began behind-the-scenes as a network to mobilize and support high-profile campaigns to end poverty. Currently, GCAP’s role has expanded, but its brand has not kept pace.
So what’s in a Name? GCAP, or Global Call to Action Against Poverty is too long and somewhat clumsy.
RECOMMENDATION: GLOBAL CAMPAIGN AGAINST POVERTY
[Tag Line] Does GCAP’s current tag line impart useful information or grab people’s attention?
"GCAP is the World's Largest Civil Society Movement Calling for an End to Poverty & Inequality"
Does the public even know what civil society means? A concept that no one can define shouldn’t be the first thing used to describe an organization’s mission.
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SIPA POLL: CAN YOU DEFINE "CIVIL SOCIETY?"
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RECOMMENDATION:
GCAP | Banding Together to Rock Poverty
GCAP is world’s largest network of donors, community organizations and everyday people like you coming together to end poverty.
[Help Them Help You]
GCAP coordinates a host of projects along different policy areas in various countries. But it doesn’t provide a logical avenue for potential donors or activists to understand how GCAP is organized or even how they can take part
For example, access this website:
then GCAP's web page:
Can you find standagainstpoverty through the GCAP website?
Stand Against Poverty is one of GCAP’s most successful annual campaigns. But if one were to begin at a GCAP’s website, you could never be able to get there.
RECOMMENDATION: First, define the different audiences that GCAP wants to attract. Ostensibly, this includes people looking to give money, partner NGOs and community groups and regular people. The website should address and meet the needs of all of these constituencies.
Second, organize GCAP’s active campaigns by policy area and region. Describe how GCAP supports these movements and provide links and information that describe how various audiences can be involved or contribute.
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