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Going Global: Preparing your Organization for the
  Challenges and Opportunities of Localization
              Peggy Duvette

          Use Twitter Hashtag #npweb



          Special Thanks To Our Sponsors
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.




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Today’s Speaker




                        Peggy Duvette
                    Executive Director, WiserEarth




              Hosting: Sam Frank, Synthesis Partnership
    Assisting with chat questions: April Hunt, Nonprofit Webinars
Going Global

Preparing your Organization for the
 Challenges and Opportunities of
           Localization
       Presenter: Peggy Duvette
     Executive Director, WiserEarth

      www.nonprofitwebinars.com
      Twitter Hashtag: #goglobal npwebinars
What do we mean by localizing?
Local / Global




                   Act local
                 Manage Global
                 Think GLOCAL
Translation
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
Who is translating?




            But WHO is managing them?
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
When not to localize
Community




            Are you listening?
Organization Dynamics




                        •What does your structure
                        look like?
                        • How can you clarify the
                        power dynamics?




                              Image under CC license by ALA staff
Branding




           How does your brand translate?

                              WiserEarth blog word cloud from Wordle.net
Crowdsourcing




                Image under CC license by adesigna
Case Study: WiserEarth
Roadmap



 • Set up the tool for translations
 • Wrote guidelines
 • Volunteers management
 • Community pages translation
 • Local PR
Tools WiserEarth used


  • WiserEarth Group
  • Launchpad: translations
  were automated
  • Emails
  • Job posting sites to
  search for volunteers
  • Skype conference calls
WiserEarth Group


  Created a central
  place for
  volunteers to:
  • See progress
  • Talk with other
  people involved
  • Ask a question
  using the live chat
Launchpad




        Free and open source tool
        where anyone can contribute
Launchpad
Our learnings


   • Tools are half the
   battle
   • Don’t engage
   volunteers too early
   • Consider branding
   • Increase
   partnerships
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
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
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/
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
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
Case Study: Learnings




        • Foster local capacity


        • Bringing added value to local partners




                                        case study courtesy of
                                        Bonnie Koenig
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
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
Case Study: Learnings




         • Local planning


         • Strengths of mixing top-down
         with bottom-up




                                          case study courtesy of
                                          Amy Sample Ward
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
Case Study: how did they do it?




                Localizing a message
                with a 90-second video
                    without words

                                   http://www.350.org/animation
Case Study: empowering with photos
Tools
Internal Collaboration: Tools


  • Google documents
  • Google calendar, groups, chat
  • Launchpad
  • Skype




                                    Images under CC license by KTVee and misabrzi
More than tools


          Don’t forget to create manuals


          Be there to support the volunteers!




                                      Image under CC license by themachobox
Best practices




                 Establish
                  metrics
Best practices




            Do you have someone locally?
Best practices




                 Focus Group
Culture




          Do you understand the culture?
Sustaining in the long term
Any questions




         Further questions?
         Contact me: Peggy Duvette - peggy@wiserearth.org
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

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Going Global

  • 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. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of NonprofitWebinars.com
  • 3. Today’s Speaker Peggy Duvette Executive Director, WiserEarth Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars
  • 4. Going Global Preparing your Organization for the Challenges and Opportunities of Localization Presenter: Peggy Duvette Executive Director, WiserEarth www.nonprofitwebinars.com Twitter Hashtag: #goglobal npwebinars
  • 5. What do we mean by localizing?
  • 6. Local / Global Act local Manage Global Think GLOCAL
  • 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. Who is translating? But WHO is managing them?
  • 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. When not to localize
  • 12. Community Are you listening?
  • 13. Organization Dynamics •What does your structure look like? • How can you clarify the power dynamics? Image under CC license by ALA staff
  • 14. Branding How does your brand translate? WiserEarth blog word cloud from Wordle.net
  • 15. Crowdsourcing Image under CC license by adesigna
  • 17. Roadmap • Set up the tool for translations • Wrote guidelines • Volunteers management • Community pages translation • Local PR
  • 18. Tools WiserEarth used • WiserEarth Group • Launchpad: translations were automated • Emails • Job posting sites to search for volunteers • Skype conference calls
  • 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. Launchpad Free and open source tool where anyone can contribute
  • 22. Our learnings • Tools are half the battle • Don’t engage volunteers too early • Consider branding • Increase partnerships
  • 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. 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. 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. 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. 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. Case Study: Learnings • Foster local capacity • Bringing added value to local partners case study courtesy of Bonnie Koenig
  • 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. 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. Case Study: Learnings • Local planning • Strengths of mixing top-down with bottom-up case study courtesy of Amy Sample Ward
  • 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. Case Study: how did they do it? Localizing a message with a 90-second video without words http://www.350.org/animation
  • 34. Case Study: empowering with photos
  • 35. Tools
  • 36. Internal Collaboration: Tools • Google documents • Google calendar, groups, chat • Launchpad • Skype Images under CC license by KTVee and misabrzi
  • 37. More than tools Don’t forget to create manuals Be there to support the volunteers! Image under CC license by themachobox
  • 38. Best practices Establish metrics
  • 39. Best practices Do you have someone locally?
  • 40. Best practices Focus Group
  • 41. Culture Do you understand the culture?
  • 42. Sustaining in the long term
  • 43. Any questions Further questions? Contact me: Peggy Duvette - peggy@wiserearth.org
  • 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