Water Ecuador Digital Media Outreach

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Water Ecuador Digital Media Outreach

Muisne, EcuadorCambridge, United States
Organization type: 
nonprofit/ngo/citizen sector
Project Stage:
Growth
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Water Ecuador is committed to providing communities with sustainable clean water sources through a broadly replicable and scalable business model. The organization's water centers are designed to be financially autonomous, paying for maintenance and repair costs through water sales. To ensure continued community uptake, Water Ecuador performs aggressive educational work in conjunction with its water center construction. Volunteer staff in the United States educate others about water health through social media and raise money for the construction of new water centers. Future efforts will be directed at developing a franchise model whereby aspiring local entrepreneurs borrow to obtain a water center, which they will operate as a franchise under the auspices of Water Ecuador.

About You
Organization:
Water Ecuador
About You
First Name

Alex

Last Name

Harding

Title

President

About Your Organization
Organization Name

Water Ecuador

Organization Country

, MA, Cambridge, Middlesex County

Country where this project is creating social impact

, E, Muisne

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Project description
What are your organization's top three priorities in the next year?

1) Broaden donor base in Untied States through improved use of grassroots marketing and social media
2) Build Water Ecuador's brand awareness in Ecuador as a step towards the development of a franchise model for scaling operations
3) Hone business model at existing water centers through experiments in outreach and marketing

Your project
Project Support
Need #1

Digital Marketing Strategy

Need #2

Consumer/Audience Acquisition

Based on your first choice of the eight technical categories you selected above, what is your specific project need? Please be specific!

Water Ecuador has begun developing a strong online presence through its website (waterecuador.org), facebook, twitter, and linkedin. However, Water Ecuador has struggled in converting hits on the website and followers on social media into donor dollars. Water Ecuador needs help in designing and implementing digital marketing strategies and partnerships that result in increased donations for the organization, thereby allowing the organizations to improve the services it provides for families in Ecuador.

Specifically, Water Ecuador would like help in analyzing the relative utility of the following strategies:

1) Google AdWords spending
2) Facebook advertising
3) Partnerships with US companies for online matching of donations
4) Inbound marketing strategies through development of manuals or informational web books
5) Creative mass donor campaigns such as those on kickstarter, charitywater.org, etc.
5) Merchandise sales on website or elsewhere

In addition to identification of areas of focus, Water Ecuador seeks advice and technical assistance in implementation of these approaches, given the limited technical skills of Water Ecuador's volunteer staff.

What three characteristics or qualities do you prioritize in working relationships/partnerships?
1.

Outcomes-based approach to problem

2.

Equitable sharing of opportunities and resources between partners

3.

Problem solving focus

Will support from American Express be focused on your organization overall or a specific product/service? Please describe.

The support from American Express will enable Water Ecuador to increase access to clean and affordable water and education related to water, sanitation, and hygiene issues by providing overall support for all aspects of the organization's holistic approach.

Have you focused on the above area previously? If so, please explain, including whether you have worked with outside consultants before.

While Water Ecuador has a digital media presence currently, it has not focused on any of the specific tasks listed above and has not developed a digital marketing strategy directed specifically towards increasing donations for the organization. Currently, all digital media efforts have been performed by volunteers who are unable to provide advanced media services that the growing organization needs.

Are you able to commit 3-5 hours/wk over 10-12 weeks?

Yes

Are you able to meet virtually or at a convenient in-person location?

Yes

Are you able to meet in the city where your organization is based?

Yes

Impact
Rank your three intended outcomes of this project:
1.

Increased donations driven by digital media presence

2.

Increased awareness of Water Ecuador and its work

3.

Improved branding of Water Ecuador in both US and Ecuador

What has been the impact of your solution to date?

Water Ecuador focuses on two tasks to fulfill its mission: providing access to clean and affordable water and providing education related to water, sanitation, and hygiene issues.

Internal studies to date have shown a statistically significant 52% lower rate of diarrheal disease among households consuming Water Ecuador's water.

Water Ecuador operates six water centers providing approximately 2,000 people with water every day.

The organization educates hundreds of children in the US and Ecuador every year and has begun implementation of a peer-to-peer exchange of information between elementary school children in the US and Ecuador related to water issues.

Additionally, Water Ecuador's water centers provide sustainable employment for six locally-based water center managers.

What is your project future impact after receiving professional support from American Express?

Increased funding will allow Water Ecuador to expand from six water centers in one isolated sector of Ecuador to a nationwide network of about one hundred water centers by using a franchise model to reduce capital expenditure and overhead burden on the organization. This transition will require a strong brand presence and development of an efficient organizational structure in Ecuador. Furthermore, it will require the water centers to be refined with a scaled up production capacity that will allow them to be more rapidly deployed in new communities in cost-effective ways.