A local non-government organization (NGO) named, Support the Homeless (StH), was struggling to remain competitive in a challenging environment following the COVID-19 epidemic which made it difficult for international donors to provide resources.
Despite its good intentions, the organization was facing financial difficulties and low visibility among potential donors, especially the local ones.
To boost its competitive advantage, the organization reconfigured its strategy by focusing on three key areas:
- Rebranding: The organization changed its name to “Homeless to Homeowner” and redesigned its logo to better reflect its mission. This helped increase its visibility and recognition among potential donors. The new vision was to create programs and interventions that empower homeless people with the skills and resources to own homes. The NGO would identify low-cost land in the city outskirts; acquire it and subdivide it in partnership with other real estate developers. Find homeless people, and train them in self-help skills; as they booked for the land.
- Improving its digital presence: The organization invested in a new website and improved its social media presence. This helped the organization reach a wider audience and showcase its projects and initiatives in a more visually appealing way. On the website, it provided memberships – where new homeless people would apply and the beneficiaries would share their success stories. Also provided an opportunity for well-wishers, local and global to donate or provide support by “adopting” a homeless person to support building their land or buying them a new home.
- Building partnerships: The NGO reached out to other NGOs and corporations to build partnerships. By working together, they could pool their resources and achieve more impact. This also helped Homeless to Homeowners increase its visibility and credibility.
The results of these changes were impressive. Homeless to Homeowner rebranding efforts helped increase its visibility and recognition among potential donors; as well as attract more partners. Its improved digital presence made it easier for people to learn about its work and donate. The partnerships it formed helped the organization achieve more impact and reach more people in need.
As a result of these changes, Homeless to Homeowner was able to secure more funding, expand its reach, and make a greater impact in the community. The organization was now seen as a leader in its field and a trusted partner for other organizations and corporations.
- Rebranding can be an effective way to increase visibility and recognition.
- Improving your digital presence can help you reach a wider audience and showcase your work more effectively.
- Building partnerships with other organizations can help you achieve more impact and reach more people in need.
By reconfiguring its strategy, Homeless to Homebound was able to overcome its challenges and become a successful and competitive NGO. This serves as a valuable lesson for any organization looking to boost its competitive advantage and achieve its goals.
Copyright Mustapha B Mugisa, Mr Strategy.
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