Harvard Case - 6 Minutes: Community Organizing in Amman, Jordan
"6 Minutes: Community Organizing in Amman, Jordan" Harvard business case study is written by Laura Winig, Marshall Ganz, Rawan Zeine. It deals with the challenges in the field of General Management. The case study is 29 page(s) long and it was first published on : Jul 28, 2016
At Fern Fort University, we recommend that 6 Minutes adopt a hybrid approach to scaling its operations, leveraging both organic growth strategies and strategic partnerships to expand its reach while maintaining its core values of community engagement and social impact. This approach will involve a careful balance of:
- Organic Growth: Focusing on strengthening existing programs, expanding into new neighborhoods within Amman, and developing innovative, technology-driven solutions to enhance outreach and engagement.
- Strategic Partnerships: Collaborating with local and international organizations, government agencies, and businesses to leverage their resources, expertise, and networks to reach a wider audience and achieve greater impact.
2. Background
The case study focuses on 6 Minutes, a non-profit organization in Amman, Jordan, dedicated to empowering marginalized communities through educational and social programs. Founded by a group of passionate individuals, 6 Minutes has established a strong presence in Amman's Al-Basman neighborhood, offering a range of programs, including literacy workshops, vocational training, and community events. However, the organization faces challenges in scaling its operations to reach a wider audience and address the growing needs of vulnerable communities in Amman.
The main protagonists of the case study are:
- Rana Al-Atrash: The founder and executive director of 6 Minutes, a passionate advocate for community empowerment.
- The 6 Minutes team: Dedicated individuals who are committed to the organization's mission and strive to make a meaningful impact on the lives of the communities they serve.
- The residents of Al-Basman: The primary beneficiaries of 6 Minutes' programs, who face various challenges related to poverty, unemployment, and limited access to education and healthcare.
3. Analysis of the Case Study
To analyze the case study, we can utilize a SWOT analysis framework:
Strengths:
- Strong community engagement: 6 Minutes has established a strong foundation of trust and credibility within the Al-Basman community.
- Dedicated team: The organization boasts a passionate and committed team dedicated to its mission.
- Innovative programs: 6 Minutes offers a diverse range of programs tailored to the specific needs of the community.
- Positive impact: The organization has demonstrated a tangible impact on the lives of individuals and families in Al-Basman.
Weaknesses:
- Limited resources: 6 Minutes faces financial constraints that hinder its ability to expand its operations and reach a wider audience.
- Lack of infrastructure: The organization lacks dedicated office space and resources, limiting its operational efficiency.
- Limited marketing and outreach: 6 Minutes struggles to effectively communicate its programs and attract new participants.
- Dependence on volunteers: The organization's reliance on volunteers creates challenges in maintaining program consistency and quality.
Opportunities:
- Expanding into new neighborhoods: 6 Minutes can leverage its proven model to reach other marginalized communities in Amman.
- Partnerships with local organizations: Collaborating with other NGOs, government agencies, and businesses can provide access to resources, expertise, and networks.
- Technology-driven solutions: Implementing digital platforms and tools can enhance outreach, engagement, and program delivery.
- Fundraising and grant opportunities: Exploring various funding avenues can secure financial resources for growth and sustainability.
Threats:
- Competition from other NGOs: The growing number of NGOs operating in Amman creates competition for funding and resources.
- Economic instability: The economic challenges faced by Jordan can negatively impact the organization's funding and the communities it serves.
- Political instability: Political unrest can disrupt the organization's operations and limit its ability to reach vulnerable communities.
- Lack of public awareness: Limited awareness of 6 Minutes' work can hinder its ability to attract volunteers, donors, and participants.
4. Recommendations
To address the challenges and capitalize on the opportunities identified in the SWOT analysis, we recommend the following:
1. Organic Growth:
- Program Expansion: Develop new programs addressing emerging community needs, such as financial literacy, entrepreneurship training, and digital skills development.
- Neighborhood Expansion: Gradually expand operations into other underserved neighborhoods in Amman, starting with areas with similar demographics and needs to Al-Basman.
- Technology Integration: Implement a user-friendly website and social media platforms to enhance outreach, communication, and program registration. Develop mobile applications to facilitate program access and engagement.
- Volunteer Management System: Develop a robust system for managing volunteers, including training, scheduling, and performance evaluation, to ensure program quality and consistency.
2. Strategic Partnerships:
- Corporate Social Responsibility Partnerships: Partner with local and international businesses to leverage their resources, expertise, and employee volunteer programs to support 6 Minutes' initiatives.
- Government Collaboration: Seek partnerships with government agencies to access funding, resources, and support for program development and implementation.
- International NGO Collaboration: Explore collaborations with international NGOs to share best practices, access funding opportunities, and expand program reach.
- University Partnerships: Partner with universities to provide internship opportunities for students, access research expertise, and develop innovative programs.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Mission: The recommendations align with 6 Minutes' core competencies in community engagement and program development, while remaining true to its mission of empowering marginalized communities.
- External Customers and Internal Clients: The recommendations prioritize the needs of the beneficiaries, while also considering the needs and capabilities of the 6 Minutes team.
- Competitors: The recommendations aim to differentiate 6 Minutes from other NGOs by focusing on innovative programs, leveraging technology, and building strong partnerships.
- Attractiveness: The recommendations are expected to lead to increased program reach, impact, and financial sustainability for 6 Minutes.
Assumptions:
- The Jordanian government will continue to support NGOs working in marginalized communities.
- Local businesses will be receptive to partnering with 6 Minutes for CSR initiatives.
- 6 Minutes will be able to secure funding and resources to implement the recommended strategies.
6. Conclusion
By adopting a hybrid approach that combines organic growth with strategic partnerships, 6 Minutes can effectively scale its operations, reach a wider audience, and achieve a greater impact on the lives of marginalized communities in Amman. This approach will allow the organization to leverage its strengths, address its weaknesses, capitalize on opportunities, and mitigate potential threats.
7. Discussion
Alternatives:
- Solely focusing on organic growth: This approach may be slower and less effective in reaching a wider audience, especially given the organization's limited resources.
- Relying solely on strategic partnerships: This approach could lead to a loss of control over program development and implementation, potentially compromising the organization's core values.
Risks:
- Partnering with organizations with conflicting values: Carefully vetting potential partners is crucial to ensure alignment with 6 Minutes' mission and values.
- Overstretching resources: Expanding too quickly without adequate resources could lead to program quality decline and operational inefficiencies.
- Lack of funding: Securing sufficient funding to support the recommended strategies is essential for success.
Key Assumptions:
- The Jordanian economic and political environment will remain stable enough to allow for NGO operations.
- The organization will be able to attract and retain qualified staff and volunteers.
- The organization will be able to effectively manage its partnerships and ensure alignment with its mission.
8. Next Steps
- Develop a detailed strategic plan: Outline the specific goals, objectives, and strategies for implementing the recommended approach.
- Conduct a feasibility study: Assess the financial viability and resource requirements of the proposed initiatives.
- Identify and engage potential partners: Initiate discussions with potential partners to explore collaboration opportunities.
- Develop a fundraising strategy: Develop a comprehensive plan to secure funding for program expansion and operational costs.
- Implement a monitoring and evaluation framework: Establish a system to track progress, measure impact, and adjust strategies as needed.
By taking these steps, 6 Minutes can position itself for sustainable growth and a greater impact on the lives of marginalized communities in Amman.
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Case Description
This case describes how community leaders in Amman, Jordan used a community organizing framework to launch and manage a major campaign, 6 Minutes, to encourage residents to commit time to reading for pleasure. Using Marshall Ganz's framework for building civic leadership capacity, a local service organization, Ruwwad, based in the urban Amman community of Jabal Al Natheef, organized and coached hundreds of participants, encountering many challenges and milestones along the way-from cultural obstacles to community celebrations. Even before the 6 Minutes campaign concluded, the organizers were eager to launch a new campaign, noting that the success of 6 Minutes laid a firm foundation for the next campaign, building leadership, organizing power and capacity. At the end of the case, the protagonists question how to best apply the learning from 6 Minutes to their next campaign.
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