Role: Communications and Marketing Adviser
Industry: Non-Profit Development and Cultural Investments
Location: Rio de Janeiro, Brazil


Background
ONG AFRICA, founded in 2006, is a non-profit organization based in Rio de Janeiro’s Morro da Mangueira favela, known for its focus on human, social, cultural, economic, and educational development. Despite its impactful mission, the organization had been struggling with a lack of funding for a while, which significantly impacted its ability to carry out its essential programs.

Challenge
The primary challenge faced by ONG AFRICA was securing funding amid the COVID-19 pandemic. With previous funding sources dried up, the organization needed urgent assistance in applying for a grant opportunity offered by Fiocruz, a renowned Brazilian research institution, aimed at COVID-19 prevention and related community support. Additionally, ONG AFRICA needed to enhance its online presence and revive its outreach efforts to attract new funding and support.

Solution
Grant Application Support: I provided critical assistance in preparing and submitting a grant application to Fiocruz. This involved articulating ONG AFRICA's need for funding and its planned use of resources to support COVID-19 prevention initiatives within the community.

Partnership Development: I facilitated a partnership with the Federal University of Rio de Janeiro (UFRJ), leveraging academic expertise and resources to strengthen the grant application and support the implementation of the funded projects.

Website Development: Recognizing the need for a robust online presence, I led the creation of a new website for ONG AFRICA. The website was designed to enhance visibility, showcase ongoing projects, and provide a platform for easier engagement with donors and stakeholders.

Project Organization: I helped organize and streamline key projects, including their after-school program, which was vital for providing educational support to children in the community.

Social Media Activation: To amplify ONG AFRICA's outreach, I activated all of its social media channels. This included crafting engaging content, running targeted campaigns, and using these platforms to drive visibility and engagement.

Funding Revitalization: Through these efforts, ONG AFRICA began receiving grants once again, marking a significant turnaround in their financial situation and enabling them to continue their vital work.

Results
Enhanced Online Presence: The newly developed website significantly improved the organization’s online visibility and facilitated better engagement with donors and partners.

Revived Outreach and Engagement: Activating social media channels led to increased awareness and support, helping ONG AFRICA to reconnect with its community and attract new funding opportunities.

Operational Improvements: The reorganization of projects, including the after-school program, enhanced the effectiveness and impact of ONG AFRICA's initiatives.

By addressing ONG AFRICA's immediate funding needs and revitalizing its communication strategies, we successfully turned around the organization’s fortunes. The strategic partnership with UFRJ, combined with a comprehensive approach to online presence and project management, enabled ONG AFRICA to continue its crucial work in a challenging environment. This case study exemplifies how effective communication and marketing strategies can drive significant positive change for non-profit organizations facing financial and operational challenges.

ONG Africa