27 Aug 2018

Route to Good Collaboration with the Dentsu Aegis Network Leads to New Learning

Following their early-2018 site visit to Mexico here, Dentsu Aegis Network’s Emily Spiegel and Brooke Bowhay agreed with PSYDEH to produce their two-phase Route2Good initiative at the nexus of Brooke’s and Emily’s expertise and PSYDEH’s needs.

To make a short-term impact, we agreed to design a test crowdfunding campaign using their analysis of American donors to foreign NGOs like PSYDEH when choosing new campaign terminology and creative material like this short video to-be-reproduced thousands of times during the campaign thanks to donations secured by Emily and Brooke.

Crowdfunding with GlobalGiving: PSYDEH Route to Good Promotional Video


Our test campaign was launched and set to run through parts of September and beyond.

To make a medium-term impact, Emily and Brooke linked us with their friends at the global video ad-campaign company PIXABILITY. Thanks to their counsel on how best to use video content on social media, we’ve already redesigned our YouTube channel and will soon redesign our video content on our Facebook English and Spanish language pages and website. Moreover, Brooke and Emily will deliver a final test-campaign report with an eye to helping PSYDEH improve future crowdfunding efforts.

PSYDEH is one of two Mexican NGOs and one of 18 global NGOs chosen to work with the third cohort of the “Route to Good” responsible leadership program in 2018 offered exclusively to Route 500 members of the Dentsu Aegis Network, delivered in partnership with the UK office of GlobalGiving (GG).

GG is PSYDEH’s crowdfunding platform partner with whom we collaborate to produce our current “Fruits of Change” global crowdfunding campaign for investments to our seed fund to support our indigenous women partner network’s first projects.

PSYDEH is a top-ranked NGO within GG’s network of thousands of NGO partners.


PSYDEH is a non-profit civil association, which was formed by the initiative of a group of young women from the municipality of Santiago Tulantepec in the State of Hidalgo. PSYDEH is committed to working with and for the most vulnerable communities in the region through the promotion of a Sustainable Human Development.