Going Global


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What does it mean to localize? As an nonprofit goes international, it may encounter cultural differences, language barriers, issues of brand credibility in other countries, and more. Tools may need to be translated in more than language to make sense for different audiences.
We’ll discuss how to decide when to make the leap, available tools, and the importance of partnerships and community. Is crowdsourced localization for you? We’ll cover best practices in translation, software, and beyond.

Published in: Business
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Going Global

  1. 1. Going Global: Preparing your Organization for the Challenges and Opportunities of Localization Peggy Duvette Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
  2. 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
  3. 3. Today’s Speaker Peggy Duvette Executive Director, WiserEarth Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars
  4. 4. Going GlobalPreparing your Organization for the Challenges and Opportunities of Localization Presenter: Peggy Duvette Executive Director, WiserEarth www.nonprofitwebinars.com Twitter Hashtag: #goglobal npwebinars
  5. 5. What do we mean by localizing?
  6. 6. Local / Global Act local Manage Global Think GLOCAL
  7. 7. Translation
  8. 8. Translation • Keep a controlled vocabulary list • Recognize that word order and gender can affect translations • Alpha users to test the translations on the site, in the context of the pages • Community pages translation • Have native speakers translate and review Image under CC license by Feuillu
  9. 9. Who is translating? But WHO is managing them?
  10. 10. Management of translations Who is going to keep up with ongoing translations? Who will curate the content and provide support in the new languages? Image under CC license by cvconnell
  11. 11. When not to localize
  12. 12. Community Are you listening?
  13. 13. Organization Dynamics •What does your structure look like? • How can you clarify the power dynamics? Image under CC license by ALA staff
  14. 14. Branding How does your brand translate? WiserEarth blog word cloud from Wordle.net
  15. 15. Crowdsourcing Image under CC license by adesigna
  16. 16. Case Study: WiserEarth
  17. 17. Roadmap • Set up the tool for translations • Wrote guidelines • Volunteers management • Community pages translation • Local PR
  18. 18. Tools WiserEarth used • WiserEarth Group • Launchpad: translations were automated • Emails • Job posting sites to search for volunteers • Skype conference calls
  19. 19. WiserEarth Group Created a central place for volunteers to: • See progress • Talk with other people involved • Ask a question using the live chat
  20. 20. Launchpad Free and open source tool where anyone can contribute
  21. 21. Launchpad
  22. 22. Our learnings • Tools are half the battle • Don’t engage volunteers too early • Consider branding • Increase partnerships
  23. 23. Case Study: How Matters.org How Matters.org is a blog that provides resources and sparks dialogue for those involved in international assistance. Courtesy of Jennifer Lentfer
  24. 24. Case Study: How Matters.org • How do we support community ownership in the localization process? • Is there mutual and community respect? • Are the local resources being used? •Is this development occurring for or with this community? Courtesy of Jennifer Lentfer
  25. 25. Case Study: How Matters.org • Importance of partnership • Local community involved • Balancing power dynamics Courtesy of Jennifer Lentfer http://www.how-matters.org/2010/09/13/spotting-community-ownership/
  26. 26. Case Study: Clean Up The World • Community-based environmental campaign that empowers individuals to clean up and conserve globally • Clean Up the World mobilized an estimated 35 million volunteers from 120 countries annually case study courtesy of Bonnie Koenig
  27. 27. Case Study: What is important? • Are your guidelines flexible enough? • Does your message apply to those around the world? •Are you empowering local communities by sharing tools/kits/resources? •Do you have strong leadership? case study courtesy of Bonnie Koenig
  28. 28. Case Study: Learnings • Foster local capacity • Bringing added value to local partners case study courtesy of Bonnie Koenig
  29. 29. Case Study: NetSquared NetSquared local events provide a chance to connect face-to-face with those interested in the intersection between social technologies and social change 79 groups meeting every month around the world 165 volunteer organizers around the network case study courtesy of Amy Sample Ward
  30. 30. Case Study: NetSquared • Does your organization hold events, and will you go global with them? •How do you intermix local and global? •Will you structure top-down, bottom-up or hybrid? •Who will play the role of intermediary? case study courtesy of Amy Sample Ward
  31. 31. Case Study: Learnings • Local planning • Strengths of mixing top-down with bottom-up case study courtesy of Amy Sample Ward
  32. 32. Case Study: 350.org 350.org is an international campaign that’s building a movement to unite the world around solutions to the climate crisis -- the solutions that science and justice demand
  33. 33. Case Study: how did they do it? Localizing a message with a 90-second video without words http://www.350.org/animation
  34. 34. Case Study: empowering with photos
  35. 35. Tools
  36. 36. Internal Collaboration: Tools • Google documents • Google calendar, groups, chat • Launchpad • Skype Images under CC license by KTVee and misabrzi
  37. 37. More than tools Don’t forget to create manuals Be there to support the volunteers! Image under CC license by themachobox
  38. 38. Best practices Establish metrics
  39. 39. Best practices Do you have someone locally?
  40. 40. Best practices Focus Group
  41. 41. Culture Do you understand the culture?
  42. 42. Sustaining in the long term
  43. 43. Any questions Further questions? Contact me: Peggy Duvette - peggy@wiserearth.org
  44. 44. Find the listings for our current season of webinars and register at NonprofitWebinars.com Chris Dumas Chris@NonprofitWebinars.com 707-812-1234 Special Thanks To Our Sponsors