Digital Marketing Training
Resources for NGOs to build a better online footprint.
Meeting migrant workers where they are:
online.
With beneficiary populations on the move, NGOs working to combat migration issues face challenges just in reaching the right audience.
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This digital toolkit was setup to create community and connection in this space, whether that involves
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Connecting with beneficiaries at all stages of migration
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Getting people involved in the mission
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​Whatever your organization has to offer, we want to help you bolster that first step in delivering your message and your services through these digital marketing resources.
Some Food for Thought
The world of digital marketing can feel a bit overwhelming.
Let's start with a few questions.
What's the goal?
(What does it mean to meet it?)
Regardless of where you're at in the process, it is important to define (and redefine) what you hope to achieve with your online marketing efforts.
With a goal in mind, your organization can set specific, measurable targets.
Who is your audience?
(Where are they?)
The (online) world is vast with ever growing channels and platforms. Where are your beneficiaries spending their time now? Where will they go in the future?
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Understanding your audience — who and where they are — is how you can begin to think about how to reach them.
How will you measure progress?
(and how will we read the data)
At the end of the day, we want to make sure our marketing efforts are pushing us forward. How can we track that?
Not only will need to consider what data sources are available, but how to connect and understand them together.
Some Building Blocks to Start
Here is what we'll work on together through this website.
A good website is the first step to getting your message out there in the online universe, reaching stakeholders across the spectrum. It is the first impression many will have of the organization and will set the stage for future interactions.
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Toolkit
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Time Commitment
A baseline website can be built in 1-2 weeks with a small team of subject matter experts to provide content. It can be maintained on a periodic basis with one person.
A social media presence is key to reaching migrant beneficiaries, many of whom live their online lives inside social media environments. Outreach through these channels are low friction and lead to invaluable direct interactions.
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Toolkit
Canva
Style Guide
Time Commitment
Facebook Pages can be set up in an hour or two, but consistent content is key to developing a strong following. Consider dedicating a part-time resource to the upkeep of social media channels.
Incorporating the right​ data sources and tracking tools for digital marketing is key to understanding what works and what doesn't. This will empower you to be nimble in its marketing initiatives, and identify the most efficient channels for interventions.
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Toolkit
Google Data Studio
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Time Commitment
Good data practices take time to put in place, depending on what data your organization has and plans to collect. An outside consultant may be required to setup, train, and integrate into your marketing work streams.
Brought to you by Migrasia
Migrasia is a tax-exempt social enterprise incubator based in Hong Kong creating solutions to migration-related problems in Asia. The organization focuses on a wide-range of issues ranging from unethical labor migration to modern slavery and human trafficking.
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Migrasia leverages technology, novel legal strategies, and knowledge sharing to promote change within the labor migration industry at large. Its Migration Support System has provided direct assistance of thousands of migrant workers in countries throughout Asia, Africa, and Europe.
