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By working with Accenture to enhance their website, America’s Promise Alliance is positioned to inspire visitors to act in support of children and youth.
America’s Promise Alliance is the nation’s largest partnership dedicated to improving the lives of America’s youth. Led by founding chair General Colin Powell and current chair Alma Powell, the Alliance brings together hundreds of different national and local organizations committed to ensuring that children experience the five fundamental resources they need to succeed: Caring Adults, Safe Places, A Healthy Start, Effective Education, and Opportunities to Help Others.
America’s Promise Alliance leads the GradNation Campaign to mobilize Americans to end the current dropout crisis and restore the country’s standing as first in the world for college completion. Its goals include achieving a 90 percent graduation rate nationwide by 2020.
America’s Promise is well known for raising awareness about the key issues facing young people and for convening engaging and productive conferences and summits, but it was looking for strategies to turn this attention and enthusiasm into widespread action. Unable to offer financial incentives, its website simply wasn’t motivating youth-focused communities, organizations and individuals—potential volunteers, advocates and donors—to collaborate. Conversion and completion rates for website visitors were worryingly low.
America’s Promise Alliance resolved to identify opportunities to unify leaders, change agents and campaigns under a coordinated effort that maximizes efficiencies of resources, messaging and reach. The organization recognized that it needed to reassess the strategy behind its website, and it turned to Accenture for help because of the innovative and impactful ideas that were presented during the inaugural U.S. AMC Innovation Challenge. This multi-round case competition provided undergraduate students with the opportunity to develop and present solutions to the challenges faced by the organization, as well as to experience Accenture’s approach to creating value for clients.
Accenture worked with America’s Promise Alliance to develop an innovative digital strategy that would encourage collaboration, knowledge sharing, and engagement.
The Accenture team assessed current online partnership and collaboration capabilities, and determined the needs of the various users. In order to identify, prioritize and recommend appropriate digital strategies, the team also performed benchmark analyses—among them, a market assessment to benchmark social media and other digital collaboration tools used by leading organizations.
The team showed how collaboration could be facilitated on the website by encouraging users to create and participate in online interest groups. It also showed how users could be incentivized to adopt new tools by facilitating engagement competitions.
Having identified these potential improvements, the team developed an action plan for the top three recommended opportunities: engagement competitions, crowd-sourced funding, and comprehensive website search capabilities. The team also provided an implementation approach and timeline.
Thanks to its work with Accenture, America’s Promise Alliance has managed to transform its digital presence—inspiring users, empowering them to take action, and consistently incentivizing them to remain engaged. A newly appointed Chief Digital Officer is leading the development of the new GradNation website, developing the necessary functionality and preparing the critical content.
In June, the expanded Digital Team (which now includes content and social media experts) released a beta version of the site with close colleagues including Accenture. The beta site incorporated a number of the elements that we had discussed with them and additional features are being added in anticipation of a public launch in January 2014.
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