“Route to Good” Initiative Ends With Important Progress in 2018-2019

PSYDEH’s Route to Good collaboration with the Dentsu Aegis Network’s (DAN) North Carolina, USA-based Emily Spiegel and California, USA-based Brooke Bowhay wrapped up in January 2019, having already made a significant impact and planting the seeds for continued positive influence in the years to come.

Our collaboration, facilitated by our GlobalGiving (GG) crowdfunding partner, started with Ms. Spiegel and Ms. Bowhay’s early-2018 site visit to Mexico, celebrated in this short film by photographer Diogo Heber. From there, our two-phased initiative was built at the nexus of Brooke’s and Emily’s expertise and PSYDEH’s needs.

Phase-one, short-term impact included new learning from DAN on ways to make more clear what we do and how to do it. Moreover, we produced two test crowdfunding campaigns from August – October 2018 using DAN’s analysis of three target donor groups (Young Woke Millenials, Repeat Givers, Hispanic Givers) interested in foreign NGOs like PSYDEH. Here, we explored whether, how, and which kind of video and display assets could drive new donors to our test crowdfunding page where they then donate to our work. 

In conclusion, we learned that our content resonates with global donors and that we must take a few actions to streamline the donation experience. This 15-second video asset secured a view rate 2.5x higher than the 25% industry benchmark. These two display assets resulted in almost 10,000 clicks to our test crowdfunding page. This result was also higher than industry benchmarks. Yet, our conversion rate from click-through to actual donation was lower than hoped. And DAN helped us to understand why this might be.

Phase two, long-term impact, includes 2019 work with GG to customize crowdfunding page design and minimize the number of clicks a potential donor has to make to invest. Moreover, we’re rethinking how our video content is consumed on social media. We have completely redesigned our YouTube channel and soon will do the same for our video content on our Facebook English and Spanish language pages and website. We also plan to use 2018 creative and video assets as core materials for our 2019 global campaign targeting the aforementioned ideal three donor groups while making adjustments to content development and key talking points strategies.

PSYDEH was one of two Mexican NGOs (one of 18 global NGOs), chosen to work with the third cohort of the “Route to Good” responsible leadership program in 2018. This opportunity is offered exclusively to Route 500 members of DAN, and delivered in partnership with the excellent Celeste Hesketh and her team in GG’s UK office.

GG is PSYDEH’s crowdfunding platform partner with whom we collaborate to produce various global campaigns for investments to our organization and fieldwork with our indigenous women partner network. PSYDEH is a top-ranked NGO within GG’s network of thousands of NGO partners.

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