challenge
The non-profit PYXERA Global wished to expand their Global Pro Bono program and came to SCAD to assist them in doing so. Our mission was to empower PYXERA Global with tools to locate and identify potential affiliates for their global pro bono program and successfully incorporate them into their ecosystem through a short-term strategy.
SOLUTION
A five step affiliate selection strategy in which PYXERA Global can maximize their reputation and make full use of their existing network to find and evaluate potential affiliates for their Global Pro Bono program.
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research
PYXERA Global sent many documents describing the inner workings of their entire organization such as their current CPI’s, their Globo Pro Bono process, and their vision in tackling partnership selection. With this material, we were able to map out a journey map of their Globo Pro Bono process in order to holistically understand their process and who is affected.
To complement this data, we conducted in-depth secondary research into what other companies are doing in this industry. We needed to understand how successful organizations are choosing their partners and measuring their performance.
opportunity area
With all of our research we were inspired to create an Affiliate Selection Strategy with the necessary details and steps to flourish in PYXERA Global’s hands. But we also realized PYXERA Global was lacking in one area; marketing. If they are about to launch this new affiliate program, they need to get what they do out there. We incorporated a marketing phase into the selection process.
INITIAL CONCEPT
PYXERA Global made it clear they wanted a more creative, innovative approach to reaching out to potential affiliates. We imagined this as a marketing effort strategy, and proposed the idea that each of their Globo Pro Bono projects would be shared over social media, accompanied by hashtags that relate to PYXERA Global’s values and mission, enticing potential affiliates. The intention was to spark conversations in the social sector, and turn both corporate businesses and NGOs to the Global Pro Bono work PYXERA Global excels at.
Feedback
We presented our initial concept to PYXERA Global and they gave a lot of valuable feedback which included:
Focus on quality, not quantity
Put an emphasis on selection and screening
Want to reach areas they are not currently
They are looking for two kinds of affiliates:
Outsourcing Partners
Business Pioneers
Reframe
We defined what qualities make up a Business Pioneer affiliate and Outsourcing Partner affiliate. We decided to rename these terms into something that is less technical for PYXERA Global to use internally.
High level of manpower
Expertise in few geographies
Connections with local NGO’s
Present where PYXERA Global is
Regional NGO
Strong understanding of social sector
Experience within private sector
Outstanding tri-sector network
Growing organization
Monetary resources
Shares PYXERA Global’s DNA
Looking to expand
We went back to research, gathering all our content and analyzing it together, fully mapping out what exactly PYXERA Global needs. What we needed was a set of tools that encapsulated a hand-picked approach to affiliate selection, and one that could be implemented as soon as possible. We combined all their feedback and created an affiliate selection strategy that attracts both Guides and Pathfinders.
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OUR SOLUTION
5 step affiliate selection strategy
Plan
The goal of the expansion is to replicate and disseminate PYXERA Global’s world-class global pro-bono process for greater influence throughout the world. To the left is a full size map to be printed and displayed in the office for PYXERA Global to interact with and plan their next steps. This is an easy way of displaying where they currently are and where they want to go.
Connect
Once PYXERA Global has pinned down desired areas to cover, it’s time to find potential organizations that fit their criteria. The criteria for picking the right affiliates has to become a part of everyday lingo. PYXERA Global’s network is the backbone of this strategy, hence, it is important for everyone within the network to know what makes a good affiliate. These illustrations are a fun way to share these criteria amongst the network and may be displayed around the office as a constant reminder as to what they are looking for in an affiliate.
invite
Once the potential affiliate has been screened for criteria, it’s now time to entice them to join the Global Pro Bono program. We created a digital handout that encompasses what Globo Pro Bonois and why affiliates would want to join. On this handout is a link which will direct them to an affiliate application form.
apply
We created an application that asks all the necessary questions to select the best candidates based on the criteria. There are two applications, one for Guides and another for Pathfinders. The organization will fill out their selected application and send it back to PYXERA Global with all the necessary information that they need in order to evaluate potential affiliates.
evaluate
Once PYXERA Global received all the information they need, it is time to evaluate. The evaluation scorecard is the tool to complete this final step. This is a simple framework that is divided into four major sectors: growth, network, resources, and experience. To be the right fit for carrying out PYXERA Global’s amazing work, an organization will have to excel in all four of these categories.
For each section, the questions asked will be answered through the application form. All you have to do is plug the answers into this framework and then score each answer on a scale of 0-10. Each section adds up to a total of 40 and each organization can score up to 120 in total. The score will help aid PYXERA Global in choosing the right affiliate for the expansion of globe pro bono.
THANK YOU!
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MY CONTRIBUTIONS
Conducted primary and secondary research, photographer, service tools, insight development, scorecard, application form, and brochure.
TEAM
Neha Sha, Pablo Martinez, and Rachel Tarulli
TIMEFRAME
10 Weeks