THE BIG IDEA

WHAT

The big idea is a website and content to connect donor and donee, not donor and organization. The foundation itself will act as a platform for this connection, eventually fading into the background because it is overshadowed by the personalization of the strategy. The stories of the empowered women and cured individuals will be in the spotlight, so donors believe that their money goes straight to the people. This personalization is highlighted through our tagline:

 

                 Look me in the eye.

 

This phrase successfully covers the issues of both women’s empowerment and preventable blindness. It connects donors directly to these people and the issues they face of gender inequality and blindness. Women generally don’t look men in the eye in India, and Jiti wants to empower women to feel the freedom to do so through learning skills to become valuable parts of society in eye care centers. Most of the blindness in India is preventable, and Jiti wants to cure these cases. Because people want to help people rather than causes and organizations, this tagline feels personal to the women and eye care patients in India and connects donors to Indian women in India and to the mission of Jiti.

 

HOW

Our content marketing and data-driven personalization of landing pages will be at the core of our campaign strategy in which we will facilitate connections between donors in the Triangle and the women in India by creating:

 

A new website to personalize the donation process

• We will personalize the content visitors see depending on whether they care more about eyecare or women's empowerment. This will be done using cookies through data-driven personalization. We will use an affordable service to successfully do this. For SEO and SEM, we will improve the Jiti Foundation page rank and keywords along with creating a new website.

An online pen-pal program over email to connect donors to donees

• Donors and Indian women will engage in a one on one relationship with each other through email. The goal is that they will create an authentic friendship over email communication, furthering donors loyalty in giving to Jiti.

An eJournal to tell stories about the women in the Jiti program that will mirror the Instagram and Facebook.

• Our content for the eJournal and our socials will mirror each other, and the content will include weekly posts in a “Humans of New York” style, including high-quality headshots of women in the Jiti program and descriptions of their personality/story. This will carry over to YouTube videos, where we will film specials telling the story of these Indian women.