Communicating Social Impact Better (WIAD 2018, Delhi)
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This deck is from a talk I presented at World IA Day, 2018 (New Delhi). It shows the approach to organizing information and its benefits for companies in the long run. The session took a quick look at four NGOs analyzing their reporting approach (ONE, BRAC, Landesa and Movember are part of the exercise).
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Communicating Social Impact Better (WIAD 2018, Delhi)
- 1. Namaste! 🙏 World IA Day, New Delhi • 24.02.2018 ©sheeldamani
- 3. ©sheeldamani
- 4. ©sheeldamani
- 7. So, it is about people climbing to create a picture for themselves. ©sheeldamani
- 8. But, why these steps? What about brevity? ©sheeldamani
- 9. There are human situations where content heavy communication is inevitable. ©sheeldamani
- 10. Work Analysis, Training People, Inspiring Action, Changing Mindsets and more. ©sheeldamani
- 11. What do we do with organised information? ©sheeldamani
- 12. Pour it in the right amount to serve… ©sheeldamani
- 14. Phew!
- 15. Organised information makes itself findable, easy to share and align people across a value chain or system. ©sheeldamani
- 16. Communicating Social Impact Better. My focus today IA for Good.
- 17. Also, because social impact is a lot of information and emotion to handle.
- 19. Let’s take a look at its 2016 online Annual Report
- 20. Any Quick Brand Image Impressions?
- 21. The Current Experience of the Report Minimal Crisp Smooth ©sheeldamani
- 22. Global Fund Raised Top Campaign Campaigns with (RED) Unique Campaign Approach (US) Nigeria Specific Campaign Global Fund Raised. Top Campaign of the year. Partner Campaigns with (RED). Unique Campaign Approach. Nigeria Specific Project. ©sheeldamani
- 23. Volunteer Story (Africa) Political Actions (Leader’s) Story Growing Reach ONE Champion Story. Words from the late former CEO. Funding Challenges. Youth Ambassador story. Global challenges of politically fragile nations. A new rising issue for children. A Leader’s mission and her journey. Growing reach of ONE. Tribute to Late Former CEO Funding Challenges Volunteer Story (US) Global Challenges Rising Issue ©sheeldamani
- 24. The Menu looked like this. 13 Articles 4 Sections of conventional details Connected Links ©sheeldamani
- 25. Global Fund Raised Top Campaign Campaigns with (RED) Unique Campaign Approach (US) Nigeria Specific Campaign (Health) Volunteer Story (Africa) Political Actions (Leader’s) Story Growing Reach Tribute to Late Former CEO Funding Challenges Volunteer Story (US) Global Challenges Rising Issue Colour coding the labels. ©sheeldamani
- 26. Another way to Categorise. Global Fund Raised Top Campaign Campaigns with (RED) Unique Campaign Approach (US) Nigeria Specific Campaign (Health) Volunteer Story (Africa) Political Actions (Leader’s) Story Growing Reach Tribute to Late Former CEO Funding Challenges Volunteer Story (US) Global Challenges Rising Issue Campaigning for Change People behind Campaigns Our Reach Funding & Challenges Global Challenges ©sheeldamani
- 27. Unique Campaign Approach (US) Volunteer Story (US) Global Fund Raised Top Campaign Campaigns with (RED) Unique Campaign Approach (US) Nigeria Specific Campaign (Health) Volunteer Story (Africa) Political Actions (Leader’s) Story Growing Reach Tribute to Late Former CEO Funding Challenges Volunteer Story (US) Global Challenges Rising Issue Campaigning for Change People behind Campaigns Our ReachFunding & Challenges Global Challenges US Africa Canada Top Campaign Political Actions (Leader’s) Story Volunteer Story (Africa) Nigeria Specific Campaign (Health) ©sheeldamani
- 28. Why wouldn’t they do something like this?
- 29. What is ONE?
- 30. ONE is a campaigning and advocacy organization— with more than 9 Mn people around the world taking action to end extreme poverty and preventable disease, particularly in Africa.
- 31. ONE is not a grant-making organization and does not solicit funding from the public or receive government funds. ONE is funded almost entirely by foundations, individual philanthropists and corporations.
- 32. For whom is the report prepared? Internal Team Partners Foundations Individuals Corporations ©sheeldamani
- 33. Further Extrapolation Audience Assumptions 1. They know about ONE. 2. No one is looking for anything specific here. ©sheeldamani
- 34. Further Extrapolation Reader’s Behaviour Expectation 1. They will read all the article headlines to find something specific. 2. They can read the report linearly or randomly. ©sheeldamani
- 35. The focal point here is clean user interface and easy to read material for anyone who’s aware about ONE and wants to see quick highlights of 2016. ©sheeldamani
- 36. Note: This approach is not repeatable. It doesn’t set a content guide for the report next year. ©sheeldamani
- 37. Now let’s look at a contrary example.
- 39. Let’s look up BRAC’s annual report online.
- 40. Any Quick Brand Image Impressions?
- 41. The Current Experience of the Report Detailed Long Typical Structure ©sheeldamani
- 44. Further Extrapolation Audience Assumptions 1. This report is for everyone to learn about BRAC as well as its work in detail. 2. Some may be interested in specific parts only. ©sheeldamani
- 45. Further Extrapolation Reader’s Behaviour Expectation 1. They will read a connected section elsewhere and come back to continue reading the report. 2. They will read the detailed section about each issue taken up by BRAC. ©sheeldamani
- 46. The focal point here is to translate a print format of the annual report into a neat web layout. ©sheeldamani
- 48. Comparing the Two ONE.org designed the experience for the web with a specific audience in mind. Although the information is not easy to filter but it is not boring/lengthy either. ©sheeldamani
- 49. Comparing the Two BRAC designed a print version for the digital user. Neat, but a bit disconnected for today’s user. However, may be the stakeholders were seeking details, if not a practical approach. ©sheeldamani
- 50. Question is: How much information is sufficient information? ©sheeldamani
- 51. OR Have I answered everything that the reader may expect from this set of information? ©sheeldamani
- 52. Have I answered everything that the reader may expect from this set of information? This reader is not everyone. ©sheeldamani
- 54. They secure land rights for the world’s poorest people. What they do?
- 55. Let’s look at their 2016 Annual report
- 56. Any Quick Brand Image Impressions?
- 57. The Current Experience of the Report Short Numbers Driven ©sheeldamani
- 59. Who are the people making progress on the ground? In how many countries did they bring change and with how much land? ©sheeldamani
- 60. Further Extrapolation Audience Assumptions 1. For readers an Annual report’s primary role is to thank the donors and share financials. 2. Keeping information crisp is paramount. Focus needs to be the donor. ©sheeldamani
- 61. Further Extrapolation Reader’s Behaviour Expectation 1. Feel elated if they are part of the donor’s list. 2. Or feel inspired to donate. ©sheeldamani
- 62. The focal point here was to show the financials and thank donors for their support. ©sheeldamani
- 63. Building a Relationship or Moulding Behaviour. What do you think the report is doing? ©sheeldamani
- 64. ©sheeldamani
- 65. Intention is revealed through the ladder you make.
- 66. The user will sense it, if you are cutting corners. ©sheeldamani
- 67. Last one from my kitty is Movember!
- 68. What do they do?
- 70. This is a report on Strategic Program Investments.
- 72. Case Study Structure What this project means for Men The problem How Movember Foundation-Funded Research is tackling the Problem How the Project Progressed Movember Foundation Impact Customising Treatment 6 Controlling Cancer 5 Stopping the Spread of Cancer 3 Improving Health Outcomes 1 Living with & beyond cancer 2 Understanding Prostate Cancer 5 Summary of Movember Foundation Impact Foreword Goals & Metrics of Success Creating an Impact for Men Living with Prostate Cancer Appendices Movember Annual Report 2016 Impact Category Structure for each case study How they measure success ©sheeldamani
- 73. The advantage of information organisation at the micro level. ©sheeldamani
- 74. Movember Foundation Impact Customising Treatment 6 Controlling Cancer 5 Stopping the Spread of Cancer 3 Improving Health Outcomes 1 Living with & beyond cancer 2 Understanding Prostate Cancer 5 er Annual t 2016 Content Pockets ©sheeldamani
- 76. This approach helps in building content with a consistent voice and tone over time. ©sheeldamani
- 77. The Strategic Program Investments Report is synonymous to this container. ©sheeldamani
- 78. ct Customising Treatment 6 Controlling Cancer 5 Stopping the Spread of Cancer 3 Improving Health Outcomes 1 Living with & beyond cancer 2 Understanding Prostate Cancer 5 The report can quickly be branched out into specific impact areas if need be or in variable combinations of it. ©sheeldamani
- 79. Case Study Structure What this project means for Men The problem How Movember Foundation-Funded Research is tackling the Problem How the Project Progressed Summ Found ls & Metrics of Success eating an Impact for Men ing with Prostate Cancer Report 2016 Comparative infographics can be aligned across progress or the impact made by Movember funded research. t Customising Treatment 6 Controlling Cancer 5 Stopping the Spread of Cancer 3 Improving Health Outcomes 1 Living with & beyond cancer 2 Understanding Prostate Cancer 5 ovember pact ©sheeldamani
- 80. In all, we saw three layers of Information Organisation. ©sheeldamani
- 81. (1) Defining a clear intent helps structure information better. ©sheeldamani
- 82. (2) Designing a learning ladder helps users find something relevant. ©sheeldamani
- 83. (3) Designing a system helps organise information for a long-term purpose. ©sheeldamani
- 84. Key Human Factors that influence Information Architecture Skill to build & translate intent. User’s Context Hair ©sheeldamani
- 85. To verify your solution, put it under these two filters. Audience Assumptions Reader’s Behaviour Expectation What they already know and from which point are you starting. Is your expectation from them justifiable and practical. ©sheeldamani
- 86. Closing thought
- 87. An information mess might bite you back, right before your big win. ©sheeldamani
- 89. I am done with analogies for the day :)
- 90. Thank you for your time! ©sheeldamani More writings here: medium.com/@sheeldamani Reachable at sheel.damani@gmail.com