Empowering NGOs: M&C Saatchi Performance Hosts Digital Marketing Training in Indonesia
On October 4, 2024, our team in Indonesia organized a workshop, “Understanding Paid Digital Channels for Optimal Performance,” in partnership with Lingkaran. This initiative aimed to support local NGOs by enhancing their digital skills, enabling them to reach wider audiences and create a more significant impact. With strategic insights and practical guidance, we hoped to empower these organizations to grow their missions online.
The workshop welcomed representatives from NGOs such as Indonesia Mengajar, Forum Indonesia Muda, Traditional Games Return, Generasi Literat, Yayasan Cerah Indonesia, Teens Go Green Indonesia, and Yayasan Harapan Kita. The participants, ranging from program coordinators to communication officers, brought diverse perspectives on how digital marketing could benefit their causes.
Building Core Digital Marketing Skills
The recent workshop was a true team effort, with contributions from Abhyani Prastika, Aditya Putra, Krisna Aditya, Oktaviani Aditia, Agastya Saraswati, and Nachiket Desai. Each member played a vital role in making the sessions informative, interactive, and impactful.
“It was really fun tying up the long-standing challenge of digital media with NGO needs. Getting to see how digital media is being used from a different lens, and using it to grow a challenging yet humble market really excites us. Hopefully, this session helps to bring a shed of positivity into the world,” shared Abhyani, our ASO & Media Manager.
Our team led several focused sessions on key digital marketing topics, each designed to provide actionable skills that these NGOs could immediately apply to boost their visibility and community engagement.
Understanding Consumer Behavior and Audience Targeting
The first session, led by Abhyani Prastika, our ASO & Media Manager, covered the fundamentals of audience targeting and consumer behavior. Abhyani shared a framework for identifying target audiences and crafting digital messages that resonate. The insights provided a foundation for building authentic connections with supporters that are critical for NGOs aiming to engage deeply with their communities.
Competitive Landscape Analysis
The second session delved into competitive landscape analysis, introducing participants to strategies for assessing their position relative to similar organizations. By exploring how to analyze the market and conduct digital benchmarking, the session empowered attendees to identify opportunities to stand out and enhance their outreach.
Performance Marketing and Paid Digital Media Channels
The third session introduced the concept of performance marketing. Participants were guided through key performance metrics and shown how to evaluate the effectiveness of various digital channels. Understanding these metrics helps NGOs make informed decisions, optimize their campaigns, and reach their goals more efficiently.
Social Media Management and Online Presence
In the final session, our team focused on maximizing social media impact. Participants learned the value of a cohesive social media presence and received practical recommendations for crafting messages that resonate across different platforms. The session also explored how an effective online presence can help NGOs attract donations, volunteers, and public support which are vital components of their missions.
The day wrapped up with an interactive Q&A and a real-world case study that allowed participants to apply their new skills in developing a sample media plan. This hands-on activity reinforced the concepts covered in each session and provided participants with a roadmap for implementing these strategies within their organizations.
Supporting Growth and Sustainability
This workshop was part of our commitment to building digital capabilities within the NGO sector. We recognize that many of these organizations rely on public engagement, whether through donations, petitions, or volunteer support, to achieve their missions. By providing them with digital marketing tools and strategies, we aim to support their growth and sustainability in today’s digital landscape.
The feedback from participants was heartening. Many shared that they now have a clearer understanding of how to target their audiences and measure campaign success. Some noted that they were especially inspired by the social media management insights, recognizing the potential for these platforms to transform their outreach.
Looking Ahead for A Sustaining the Impact
Each participant developed a three-month digital action plan tailored to their organization’s goals. Additionally, our team has made themselves available for ongoing mentorship, providing these participants with a resource for continued support and guidance.
As we explore future collaborations, our focus on empowering these organizations in their missions remains a priority. By sharing our expertise, we hope to contribute to the meaningful work these impactful organizations do in their communities.
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