BoD presi w notes-1mar2013

If you want to learn about a
culture, listen to the stories.
If you want to change a culture,
change the stories. - anonymous

#Welfare30
Amman - March 1 2013
@rchakaki

Saturday, March 2, 13 1

assess the WA current communication efforts

create a celebration identity

skip over detail

highlight areas of improvement recognizing there’s a lot that is going well which we aren’t
addressing

“If I look at the masses, I will never act. If I look at one, I will.” - Mother Theresa


In 1995 I was doing my masters in computer science WDC. My focus was multimedia
systems. Our dep chair Heller, was heading the committee for the Holocost museum digital
exhibitions. To graduate we had to assist her in her research. being an Arab, it was hard to
remain objective and non-judgmental ..but I believe events happen for a reason.. and so I
focused on learning from the experience.. 3 things:

Focus on one character and tell an emotional. Keep it simple - use technology to engage not
just entertain.

That same year I had learned about the welfare.. little did I know that 18 years later I would
be serving the welfare using what I learned at the holocost museum.

how can you help us communicate effectively with
a global audience?


Fast forward to Jan 2013.

Dr. Qaddumi asked

The mandate was "Focus on the YOUTH Programs.

$1,000,000 Online


In this department, my claim to fame is the khalil Jadili story and the 1million dollars it
helped the pcrf generate in a year. So I looked at the YES site in to do my research.


This is what I found, but it might as well have been this.

‫%$8 ر,$#د 0$@?* إ($'#ن ;$#=$< ;$'#:$* 9$*($8 ر,$7ة 543ن ,1#ل 0#رف .'#ل ,$#+$* د($'& %$#ره‬A% #B$(‫$* ا‬D#$E F$%#$G *$H?I ‫#ن‬JK$5 L$+#$0 ‫ ز($8 ر,# +$@#ح‬O'P$% Q?$R ‫ 0$'?7 %*ي ,1#ل 0$#رف .$'#ل ,$#+$* د($'& %$#ره‬T$=#$% ‫#د‬U$V 7UW XV#$, *?'$% YP=‫ده 0$@7ا‬A0 7'ZI
<$=#$; ‫%8 ر,#د 0$@?* إ($'#ن‬A% #B(‫* ا‬D#E F%#G *H?I ‫#ن‬JK$5 L+#0 ‫ ز($8 ر,$# +$@#ح‬O'P$% Q?$R ‫%$8 ر,$#د 0$@?* إ('#ن ;#=< ;'#:* 9*(8 ر,$7ة 543ن ,1#ل 0#رف .'#ل ,$#+$* د($'& %$#ره‬A% #B$(‫* ا‬D#E F%#G *H?I ‫#ن‬JK$5 L+#0 ‫ ز($8 ر,# +@#ح‬O'P$% Q?R
‫ 0$'?7 %$*ي ,$1#ل‬T$=#$% ‫#د‬U$V 7$UW XV#$, *?'$% YP=‫ده 0$@7ا‬A0 7'$ZI ‫زان‬A$% T[?$ 8$;#$W 7(‫$_^] ز‬I Q$,‫%$8 ر,#د 0$@?* إ('#ن ;$#=< ;$'#:* 9$*(8 ر,7ة أ‬A% #B$(‫$* ا‬D#$E F$%#$G *$H?I ‫#ن‬JK$5 L$+#$0 ‫ ز($8 ر,$# +$@#ح‬O'P$% Q?$R ‫;$'#:* 9$*($8 ر,$7ة 543ن ه %$#ره‬
#B$(‫$* ا‬D#$E F$%#$G *$H?I ‫#ن‬JK$5 L$+#$0 ‫ ز($8 ر,$# +$@#ح‬O'P% Q?R ‫%$8 ر,$#د 0$@?* إ('#ن ;#=< ;'#:* 9*(8 ر,$7ة 543ن ,1#ل 0#رف .'#ل ,#+* د($'& %$#ره‬A% #B$(‫* ا‬D#E F%#G *H?I ‫#ن‬JK$5 L+#0 ‫ ز($8 ر,# +@#ح‬O'P$% Q?R ‫0#رف .'#ل ,$#+$* د('& %#ره‬
‫ ز($$8 ر,$$# +$$@#ح‬O'P$$% Q?$$R ‫%8 ر,#د 0@?* إ($$'#ن ;$$#=$$< ;$$'#:$$* 9$$*($$8 ر,7ة 543ن ه %$$#ره‬A% #B$$(‫$$* ا‬D#$$E F$$%#$$G *$$H?I ‫#ن‬JK$$5 L$$+#$$0 ‫ ز($$8 ر,$$# +$$@#ح‬O'P$$% Q?$$R ‫%$$8 ر,$$#د 0$$@?* إ($$'#ن ;$$#=$$< ;$$'#:$$* 9$$*(8 ر,7ة 543ن ,1#ل 0#رف .'#ل ,#+* د($$'& %$$#ره‬A%
‫ ز($$8 ر,$$# +$$@#ح‬O'P$$% Q?$$R ‫ 0$$'?7 %*ي ,1#ل 0#رف .'#ل ,#+* د($$'& %$$#ره‬T$$=#$$% ‫#د‬U$$V 7$$UW XV#$$, *?'$$% YP=‫ده 0$$@7ا‬A0 7'$$ZI ‫زان‬A$% T[? 8;#W 7(‫$$_^] ز‬I Q$$,‫%$$8 ر,$$#د 0$$@?* إ($$'#ن ;$$#=$$< ;$$'#:$$* 9$$*($$8 ر,$$7ة أ‬A% #B(‫* ا‬D#$$E F$$%#$$G *$$H?I ‫#ن‬JK$$5 L$$+#$$0
‫%$8 ر,$#د 0$@?* إ($'#ن ;#=< ;$'#:$* 9$*($8 ر,$7ة 543ن‬A% #B(‫* ا‬D#E F%#G *H?I ‫#ن‬JK$5 L+#0 ‫ ز($8 ر,$# +@#ح‬O'P% Q?R ‫%$8 ر,$#د 0$@?* إ('#ن ;#=< ;'#:* 9*(8 ر,$7ة 543ن ,1#ل 0#رف .'#ل ,#+* د($'& %$#ره‬A% #B$(‫* ا‬D#E F%#G *H?I ‫#ن‬JK$5 L+#0
‫%$8 ر,$#د 0$@?* إ($'#ن‬A% #B(‫* ا‬D#E F%#G *H?I ‫#ن‬JK$5 L+#0 ‫ ز($8 ر,$# +$@#ح‬O'P$% Q?$R ‫%$8 ر,$#د 0$@?* إ($'#ن ;$#=$< ;$'#:$* 9$*($8 ر,$7ة 543ن ه %$#ره‬A% #B$(‫$* ا‬D#$E F$%#$G *$H?I ‫#ن‬JK$5 L$+#$0 ‫ ز($8 ر,$# +$@#ح‬O'P$% Q?$R ‫,$1#ل 0$#رف .$'#ل ,$#+$* د($'& %$#ره‬
<$=#$; ‫%8 ر,#د 0$@?* إ($'#ن‬A% #B(‫* ا‬D#E F%#G *H?I ‫#ن‬JK$5 L+#0 ‫ ز($8 ر,$# +$@#ح‬O'P$% Q?$R ‫ 0$'?7 %*ي ,1#ل 0#رف .'#ل ,$#+$* د($'& %$#ره‬T$=#$% ‫#د‬U$V 7UW XV#, *?'% YP=‫ده 0$@7ا‬A0 7'$ZI ‫زان‬A$% T[?$ 8$;#$W 7$(‫$_^] ز‬I Q$,‫;$#=$< ;$'#:$* 9$*($8 ر,$7ة أ‬
‫ ز($$8 ر,$$# +$$@#ح‬O'P$$% Q?$$R ‫%$$8 ر,$$#د 0$$@?* إ($$'#ن ;$$#=$$< ;$$'#:$$* 9$$*($$8 ر,$$7ة 543ن ,1#ل 0#رف .'#ل ,#+* د($$'& %$$#ره‬A% #B(‫* ا‬D#E F$$%#$$G *$$H?I ‫#ن‬JK$$5 L$$+#$$0 ‫ ز($$8 ر,$$# +$$@#ح‬O'P$$% Q?$$R ‫;$$'#:$$* 9$$*(8 ر,7ة 543ن ,1#ل 0#رف .'#ل ,#+* د('& %#ره‬
‫زان‬A$% T[?$ 8$;#$W 7(‫$_^] ز‬I Q$,‫%$8 ر,#د 0@?* إ('#ن ;#=< ;$'#:* 9$*($8 ر,$7ة أ‬A% #B$(‫$* ا‬D#$E F%#G *H?I ‫#ن‬JK$5 L+#0 ‫ ز($8 ر,# +@#ح‬O'P$% Q?R ‫%8 ر,#د 0@?* إ($'#ن ;$#=$< ;$'#:$* 9$*($8 ر,$7ة 543ن ه %$#ره‬A% #B$(‫$* ا‬D#$E F$%#$G *$H?I ‫#ن‬JK$5 L$+#$0
Gave it the 1 min overview.. 51 seconds more than what the average web user gives a site
‫زان‬A% T[? 8;#W 7(‫_^] ز‬I Q,‫%8 ر,#د 0@?* إ('#ن ;#=< ;'#:* 9*(8 ر,7ة أ‬A% #B(‫* ا‬D#E F%#G *H?I ‫#ن‬JK5 L+#0 ‫ ز(8 ر,# +@#ح‬O'P% Q?R ‫%8 ر,#د 0@?* إ('#ن ;#=< ;'#:* 9*(8 ر,7ة 543ن ه %#ره‬A% #B(‫* ا‬D#E F%#G *H?I ‫#ن‬JK5 L+#0

these days.

can you make sense of this information? I looked closer at the interns and entrepreneurs in
the tech ﬁeld..


"we’re churning out worker bees that will have to compete with a million indians and a couple
of million Chinese" Dr. Tafeeda suggested I speak to the Ghassan Taha the program leader ..


Ghassan gave facts that shed light on the beneﬁciaries and explained what was vague on the
site. That’s ghassan.. loves biking setting up a Welfare biking group in Ramallah.

On my visit to Palestine,


workshop on effective communication.. & YES group to make sense of their data. helped me
see the beneﬁciaries and the unique characteristics.

3rd Haitham took me to a ﬁeld visit.


I met Odeh. First thing I notice on his desk is a book on Scrum & Agile methodology.. thought
"hmm that's unique"..


'on the surface we develop websites, but we're using that income to build a semantic web
engine". My eyes lit up. For the investment bankers in the room, that means his company
would receive a multiples of 80 valuation.


For others, he's creating the next FB, Twitter and Foursquare combined.


What’s the point? why hide such powerful stories?

You have 10,000 registered youth on that site.


Imagine how many odehs.

‫‪A0 7'ZI‬ده 0$@7ا=‪#U$V 7UW XV#$, *?'$% YP‬د %$#=$‪*% 7?'$0 T‬ي ,1#ل 0$#رف .$'#ل ,$#+$* د($'& %$#ره ‪ O'P$% Q?$R‬ز($8 ر,# +$@#ح 0$#+$‪#JK$5 L‬ن ‪ *$D#$E F$%#$G *$H?I‬ا($‪ 8$%A% #B‬ر,$#د 0$@?* إ($'#ن ;$#=$< ;$'#:$* 9$*($8 ر,$7ة 543ن ,1#ل 0#رف .'#ل ,$#+$* د($'& %$#ره‬
‫‪ O'P$% Q?R‬ز($8 ر,# +@#ح 0#+‪#JK$5 L‬ن ‪ *D#E F%#G *H?I‬ا($‪ 8$%A% #B‬ر,$#د 0$@?* إ('#ن ;#=< ;'#:* 9*(8 ر,$7ة 543ن ,1#ل 0#رف .'#ل ,$#+$* د($'& %$#ره ‪ O'P$% Q?$R‬ز($8 ر,$# +$@#ح 0#+‪#JK$5 L‬ن ‪ *D#E F%#G *H?I‬ا(‪ 8%A% #B‬ر,#د 0$@?* إ($'#ن ;$#=$<‬
‫;$'#:* 9$*($8 ر,$7ة 543ن ه %$#ره ‪ O'P$% Q?$R‬ز($8 ر,$# +$@#ح 0$#+$‪#JK$5 L‬ن ‪ *$D#$E F$%#$G *$H?I‬ا($‪ 8$%A% #B‬ر,#د 0$@?* إ('#ن ;$#=< ;$'#:* 9$*(8 ر,7ة أ,$‪ ]^_$I Q‬ز(7 ‪A$% T[?$ 8$;#$W‬زان ‪A0 7'$ZI‬ده 0$@7ا=‪#U$V 7$UW XV#$, *?'$% YP‬د %$#=$‪*$% 7?'$0 T‬ي ,$1#ل‬
‫0#رف .'#ل ,$#+$* د('& %#ره ‪ O'P$% Q?R‬ز($8 ر,# +@#ح 0#+‪#JK$5 L‬ن ‪ *D#E F%#G *H?I‬ا($‪ 8$%A% #B‬ر,$#د 0$@?* إ('#ن ;#=< ;'#:* 9*(8 ر,$7ة 543ن ,1#ل 0#رف .'#ل ,#+* د($'& %$#ره ‪ O'P% Q?R‬ز($8 ر,$# +$@#ح 0$#+$‪#JK$5 L‬ن ‪ *$D#$E F$%#$G *$H?I‬ا($‪#B‬‬
‫%‪ 8$$%A‬ر,$$#د 0$$@?* إ($$'#ن ;$$#=$$< ;$$'#:$$* 9$$*(8 ر,7ة 543ن ,1#ل 0#رف .'#ل ,#+* د($$'& %$$#ره ‪ O'P$$% Q?$$R‬ز($$8 ر,$$# +$$@#ح 0$$#+$$‪#JK$$5 L‬ن ‪ *$$D#$$E F$$%#$$G *$$H?I‬ا($$‪ 8%A% #B‬ر,#د 0@?* إ($$'#ن ;$$#=$$< ;$$'#:$$* 9$$*($$8 ر,7ة 543ن ه %$$#ره ‪ O'P$$% Q?$$R‬ز($$8 ر,$$# +$$@#ح‬
‫0$$#+$$‪#JK$$5 L‬ن ‪ *D#$$E F$$%#$$G *$$H?I‬ا(‪ 8$$%A% #B‬ر,$$#د 0$$@?* إ($$'#ن ;$$#=$$< ;$$'#:$$* 9$$*($$8 ر,$$7ة أ,$$‪ ]^_$$I Q‬ز(7 ‪A$% T[? 8;#W‬زان ‪A0 7'$$ZI‬ده 0$$@7ا=‪#U$$V 7$$UW XV#$$, *?'$$% YP‬د %$$#=$$‪*% 7?'$$0 T‬ي ,1#ل 0#رف .'#ل ,#+* د($$'& %$$#ره ‪ O'P$$% Q?$$R‬ز($$8 ر,$$# +$$@#ح‬
‫0#+‪#JK$5 L‬ن ‪ *D#E F%#G *H?I‬ا($‪ 8$%A% #B‬ر,$#د 0$@?* إ('#ن ;#=< ;'#:* 9*(8 ر,$7ة 543ن ,1#ل 0#رف .'#ل ,#+* د($'& %$#ره ‪ O'P% Q?R‬ز($8 ر,$# +@#ح 0#+‪#JK$5 L‬ن ‪ *D#E F%#G *H?I‬ا(‪ 8$%A% #B‬ر,$#د 0$@?* إ($'#ن ;#=< ;$'#:$* 9$*($8 ر,$7ة 543ن‬
‫,$1#ل 0$#رف .$'#ل ,$#+$* د($'& %$#ره ‪ O'P$% Q?$R‬ز($8 ر,$# +$@#ح 0$#+$‪#JK$5 L‬ن ‪ *$D#$E F$%#$G *$H?I‬ا($‪ 8$%A% #B‬ر,$#د 0$@?* إ($'#ن ;$#=$< ;$'#:$* 9$*($8 ر,$7ة 543ن ه %$#ره ‪ O'P$% Q?$R‬ز($8 ر,$# +$@#ح 0#+‪#JK$5 L‬ن ‪ *D#E F%#G *H?I‬ا(‪ 8$%A% #B‬ر,$#د 0$@?* إ($'#ن‬
‫;$#=$< ;$'#:$* 9$*($8 ر,$7ة أ,$‪ ]^_$I Q‬ز($7 ‪A$% T[?$ 8$;#$W‬زان ‪A0 7'$ZI‬ده 0$@7ا=‪#U$V 7UW XV#, *?'% YP‬د %$#=$‪*% 7?'$0 T‬ي ,1#ل 0#رف .'#ل ,$#+$* د($'& %$#ره ‪ O'P$% Q?$R‬ز($8 ر,$# +$@#ح 0#+‪#JK$5 L‬ن ‪ *D#E F%#G *H?I‬ا(‪ 8%A% #B‬ر,#د 0$@?* إ($'#ن ;$#=$<‬
‫;$$'#:$$* 9$$*(8 ر,7ة 543ن ,1#ل 0#رف .'#ل ,#+* د('& %#ره ‪ O'P$$% Q?$$R‬ز($$8 ر,$$# +$$@#ح 0$$#+$$‪#JK$$5 L‬ن ‪ *D#E F$$%#$$G *$$H?I‬ا(‪ 8$$%A% #B‬ر,$$#د 0$$@?* إ($$'#ن ;$$#=$$< ;$$'#:$$* 9$$*($$8 ر,$$7ة 543ن ,1#ل 0#رف .'#ل ,#+* د($$'& %$$#ره ‪ O'P$$% Q?$$R‬ز($$8 ر,$$# +$$@#ح‬
‫0$#+$‪#JK$5 L‬ن ‪ *$D#$E F$%#$G *$H?I‬ا($‪ 8%A% #B‬ر,#د 0@?* إ($'#ن ;$#=$< ;$'#:$* 9$*($8 ر,$7ة 543ن ه %$#ره ‪ O'P$% Q?R‬ز($8 ر,# +@#ح 0#+‪#JK$5 L‬ن ‪ *$D#$E F%#G *H?I‬ا($‪ 8$%A% #B‬ر,#د 0@?* إ('#ن ;#=< ;$'#:* 9$*($8 ر,$7ة أ,$‪ ]^_$I Q‬ز(7 ‪A$% T[?$ 8$;#$W‬زان‬
‫31 ,2 ‪Saturday, March‬‬ ‫51‬
‫.‪No one will sift through this type of info to ﬁnd Odeh‬‬
‫0#+‪#JK5 L‬ن ‪ *D#E F%#G *H?I‬ا(‪ 8%A% #B‬ر,#د 0@?* إ('#ن ;#=< ;'#:* 9*(8 ر,7ة 543ن ه %#ره ‪ O'P% Q?R‬ز(8 ر,# +@#ح 0#+‪#JK5 L‬ن ‪ *D#E F%#G *H?I‬ا(‪ 8%A% #B‬ر,#د 0@?* إ('#ن ;#=< ;'#:* 9*(8 ر,7ة أ,‪ ]^_I Q‬ز(7 ‪A% T[? 8;#W‬زان‬

Statistics
How do you communicate today? &
Impressions


We polled 50 people at random.. online and in person. Palestinians, Affluent, european,
south african.. american

Do you know the Welfare Association?

75% Replied
NO


what do you know about the welfare?

impressions

elitist
closed group

they’ve been
not sure what around forever.. they do
they do! good work! overshadows
emergency aid and partners
health.. no?

government
within proud to be not what it used
government working in it to be


the point: what you do is not clear. your values & identity isn’t either.

what about your online communication?

Is the Welfare online?

Alexa 2.7m 15,916 total visitors
Ranking

0

likes 292

conversations 19


NO social engagement

how do you compare?


Alexa 2.7m 12.2m
Ranking

0 50,900

likes 292

conversations 19

2,738
148,730

they’ve invested heavily in marketing.. how about someone in Palestine?


Alexa 2.7m 782,278
Ranking

0 836

likes 292

conversations 19

1,655
4,555

they have many chapters..
so are there no conversations about you? ran keyword searches..

Who knows about your activities & events?


PEOPLE ON TWITTER ... they’re talking to a room full of people.. WELFARE IS NOT THERE!

let’s look at your identity..another form of communication

Welfare Association - Identity


here we’re looking at colors, form, behavior online and offline.. and let me say you have an
elegant and strong presence.

Burgundy dominates. matter of fact someone likened your organization to a building


so how do you look online? and what messages does your appearance give?

trendy or
target retro?
audience? social?

SCORE:
4/10

useful
content?

functional? aligned with
aesthetically vision &
pleasing? values?

so what do you think? if you were a company who would you be?

Welfare Association - identity?


We asked your team.. “if a person, who?” If a family “what values”?

internal
team
If the Welfare Association was a.. input

As a person As a family

rich old man democratic

young child centralized

well known celebrity loyal

philanthropist loving

snob monopolistic
chaotic sky is the limit

elite

doesn’t read much

action oriented

it is unclear


why do we care? not touching brand.. want to avoid the mistakes of the celebration brand..
and

teach the team to look at details..

internal
team
what would you like to see? input

one welfare
down to earth less/no bureaucracy

grassroots + hands-on work & communicate from the heart

clear vision
happy

Palestinian identity w beneﬁciaries integrated with a professional approach at work

eﬀective
appreciates 1$ as much as 1m$
cooperative

work for cause, ownership & loyalty

so how do we do this?

a plan for
Looking ahead 2013


tell stories


70 per cent of everything we learn is through stories. In a crowded web with shrinking
attention spans, the shorter the better. 1 - 2min

when we share them...

share with passion


share feelings more than facts

speak of values, speak in proverbs, have personality!

to be effective..

keep it simple


photos and videos.. save the details for those who ask for them.

no matter where or how you say it..

one message


across all mediums and all expressions.. The brand and the text / photo / video / space
must all be saying the same thing

and remember internet speed..

deliver it fast!


make it timely. You can’t run a story through 5 approvals to get it out the door.

last but not least..

celebrate.communicate.engage.fundraise

engage everyone

word of mouth is
on digital steroids!


that is what the web is for.. your audiences become spokespersons. they defending your
brand, promote it, and propagate your message

celebrate.communicate.engage.fundraise


so we’re using the year to celebrate
communicate in a new and systematic fashion
engage in dialogues rather than monologs and.. fundraise through traditional and new
channels

Communicate what?
• Spent the past 30 years building - this year
we are also communicating

• We share stories of a rich culture and a
people who survived and thrived against all
odds

• We shoulder the responsibility to convey the
depth of the Palestinian Human
Experience

• We want to give a global voice to the
thousands of people who’ve touched our
lives

• We want to shine a spotlight on our
partners in the ﬁeld who do the diﬃcult
work diligently and in silence

• We want to connect Palestinians and lovers
of Palestine globally with those in our land
through their beautiful tales.

• We want to engage a global community in
rebuilding Palestine through our programs


who do we communicate with?

address ALL stakeholders..

Individuals

Int’l NGOs

??

??
??
Corporates

Youth

partners
Int’l Gov
Donors
Health
Institutions

Beneﬁciaries
Jerusalem The Welfare
Architects
Association
Jerusalem
Home
Owners


we must target speciﬁc groups with relevant messages. That is why we need many stories in
many formats. Tastes vary and your team realized that quickly when I shared examples of
popular campaigns online.

TO illustrate..

UNICEF

what works on social media?
free the UNICEF
children

bullying

I am using this again because Dr. Qaddumi liked it.

what’s our plan?

360
going social campaign


are we focusing online alone? NO - we’re building a 360 campaign.. covering all aspects of
communication..


we set campaign plan.. there’s Ouf wondering how he’ll make it happen.. we practiced
capturing stories and


we got the heart of welfare to speak in stories. short 2 minute stories. beﬁtting for the web.

we discussed challenges..


and how to step outside of the big burgundy building. we started using social tools internally

we met in groups to plan activities..


to match the target stakeholders.. this is the youth celebration planning meeting.

and on the last day.. something special happened..


Najad who was sitting silently for 4 days spoke. He was excited to share his story.. and
wanted to use the computer to show us a video and images . The story brought me to tears.
It was so full of passion.

The fact is we have storytelling in us.. we just need to be given room to make it happen.
Welfare is full of amazing stories.


Introducing the ﬁrst web-ready video production made by the welfare team.

Introducing the ﬁrst web-ready video production
made by the welfare team.



building storytelling platform - unleashing the the thousands of stories the welfare has
locked behind its closed doors and presenting them to the many stakeholders..

Words are how we think.
Stories are how we link.
Christina Baldwin

getting it done..

Digital Field
Identity Exhibitions Events
Media Visits


Identity
Identity


color


using celebration colors that are softer.. allowing for the “other stories” to come through..
softening the brand.. keeping the burgundy for exploration later...

soothing . natural . earthy.


introduce an olive green to represent the land


an elegant soft palette that complements not overshadows.. open.. welcoming.. we can use it
everywhere


and complement it w a fresh campaign logo...


soften the edges, round the script, use gradients, lose the rigidity. use modern script. this
is a celebration mark. It doesn’t replace the existing brand. it complements it.

celebrating
with..

stories from
Palestine


use the gold logo and combine it with a grid format that is expandable.. represents the many
building blocks / bricks of the welfare..

celebrating..

stories from
Palestine


use soft gradients that give depth, but don’t take away from the focus on the main subjects.

celebrating..

stories from
Palestine


bring out the stories.. in photos and videos

celebrating..

stories from
Palestine

#welfare30

in f


share and ask others to share through a clear name & tag

celebrating..

stories from
Palestine

#welfare30
sustainability
in f

collaboration


add the value statements.. sharing values to get people to know what you’re about.

celebrating..

stories from
Palestine

#welfare30
sustainability
in f

collaboration


grow stories, engage in conversations around the stories. until we have hundreds at the end
of the year. USE YES beneﬁciaries to create the stories..

Digital
Identity
Media


we’re sharing our stories from palestine... won’t you?

Why you’re receiving this email... f

INFO GRAPH
Title
youth employment
xxxxxxx xxxxxxx xxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxx

Salma & the kids at Rafa School

xxxxxxx xxxxxxx xxxxxxx xxxxxx

EVENT OF THE MONTH
Ramallah Gala Dinner

Omar - Entrepreneur of the month

xxxxxxx xxxxxxx xxxxxxx xxxxxxx xxxxxxx
xxxxxxx xxxxxxx xxxxxxxxx xxxxxxx

xxxxxxx xxxxxxx xxx
xxxxxxx xxxxxxx

WELFARE ACCOMPLISHMENT IN NUMBERS

1,000,000 Beneﬁciaries Served to date

Tell Your Friends What's On Location Map Contact Us

You're receiving this newsletter because you are a welfare30.org site member or because you've indicated that you're interested in keeping up with our updates.

Not interested anymore? Unsubscribe. Having trouble viewing this email? View it in your browser.

you should have received an email inviting you to view the site. engagement & statistics.
please note, we are in the beginning.. ironing out issues.

YES
Since July 2009 the Youth Employment
Services (YES) has sought to offer integrated
employment opportunities to young
Palestinians

821 1,507 $3.7M
Young people Invested across
New permanent supported three YES
jobs created through YES programs


Digital
Identity Exhibitions
Media



each stand focuses on one image & story.


life size stories to draw readers..


tell stats and display archive photos.. and infographics..

Digital
Media


engage all the senses ..


communicate one message through sight, sound, smell, and engagement tools.


imagine being received by young ladies with ﬂowers wearing your national costumes


You arrive at the bottom of the staircase at a green velvet curtain.


dark interior.. lit with soft lanterns on the ﬂoor 3 LCD screens on either side of the dark
walls.


images on the screens display images of beautiful places and people from Palestine.


the aroma of white jasmine or lemon ﬂower ﬁlls the room.


the ceiling illuminates calligraphy in shiny silver.. “On this land there is something worth
living” is recited overhead.


set the right mood w background music, lighting, and a personalized invitation that holds an
identity card from someone from your hometown.


photography exhibit of the beneﬁciaries & welfare stories.. and a photo set to capture
audience photos during reception..


This is an extreme example. we will tone it down for our audiences

welfa
re 30


Make time in the program to capture guests’ stories through photos and videos. Assign
ushers to guide each table.


A two stage setting removes the hierarchy in seating, facilitates engagement of the entire
room.


candles, lighting, colors and tone of the event matches the brand


using olive branches for candle decorations, silver & gold accents on menus & table settings

Dear Mr. Abdulhadi
we send you warm wishes from
the old city of Nablus. Your
generous donation has
maintained our home and
several others in our
neighborhood. We hope you
enjoy the photo of the old city
and look forward to your visit.

Ahmad AlTamimi

Leave something behind for Ahmad

A postcard from your neighbor in the village. A subtle donation card to be collected by
ushers.

Tweet your quote...


Gifts from artisans in Palestine. Designed for the event. A photo of a village. A beautiful
pendant with a welfare message.


sweets from palestine


auction baskets & gift items from Palestine your beneﬁciaries & upgrading their skills


use lighting to draw attention and support the program


use wall mounted canvas to create the mood.

use wall mounted canvas to project stories


stories overhead using images.. alternate with Calls to action to engage younger audiences in
social media activities. Captive Audience of 500 .. LIKE OUR FB PAGE. Leave a twitter feed
going with the hashtag #welfare30.. “keep them talking”

as photos are taken outside, they are live projected inside


Digital Field
Media Visits



A staff member capturing the story, photographer / beneﬁciary.. meanwhile behind the
scene maddness we are..


managing mixed media - traditional & social, advertising making stories.

realtime stats

streamline communication

transformation

Welfare31 - 2014

Alexa
Ranking 200k

100,000

likes
95,0000
conversations 5000

we want these to be the statistic of the welfare this time next year.

the planet needs more
peacemakers, healers,
restorers and storytellers.
- Dalai Lama

in memory of Victor Kashkoush


unlock the treasure of stories the Welfare contains.

BoD presi w notes-1mar2013

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (8)

En vedette

En vedette (9)

Similaire à BoD presi w notes-1mar2013

Similaire à BoD presi w notes-1mar2013 (20)

Plus de Rama Chakaki

Plus de Rama Chakaki (20)

Dernier

Dernier (20)

BoD presi w notes-1mar2013