You’re viewing a version of this story optimized for slow connections. To see the full story click here.

Resource Mobilization in Action

A Case Study for Social and Behavior Change Communication Organizations

resource mobilization - in three parts

Many organizations today seek to reduce their reliance on, and even transition off of, donor support.

In the field of social and behavior change communication (SBCC), Rwenzori Center for Research and Advocacy (RCRA) in Uganda is no exception. Founded by social workers, statisticians, researchers, communication technology experts and health professionals, RCRA works to provide access to information to move Ugandans out of the cycle of poverty. RCRA was established to assist the state in closing the information access gap in the community to enable to citizens to find response services (e.g. immunizations, antenatal care, postnatal care, HIV/AIDS testing and treatment, reproductive health services.)

RCRA’s executive director set out to develop a financial sustainability plan by introducing new revenue streams.

Through recommendations, exercises and models provided in the Resource Mobilization Implementation Kit, or I-Kit for social SBCC organizations, the organization now has a three-in-one business plan.

Proposal and Grant Applications
Business Plans

What is Resource Mobilization?

Resource mobilization (often called business development) refers to all activities involved in securing new and additional resources for an organization. It also involves making better use of, and maximizing, existing resources.

Why is resource mobilization so important?

The process is critical to every organization because it:

• Ensures the continuation of an organization’s service provision to clients

• Supports organizational sustainability

• Allows for improvement and scale-up of products and services the organization currently provides

• Helps generate new business because organizations, both in the public and private sector, must be in the business of generating new business to stay in business

Jostas Mwebembezi, Executive and Founding Director of RCRA , has worked in SBCC for the last six years. He was looking for new revenue streams for the organization when he discovered the Resource Mobilization Implementation Kit.

The Health Communication Capacity Collaborative (HC3) launched a preview of the Resource Mobilization I-Kit in a three-part webinar series that provided an overview of the I-Kit as well as deep dives into the themes of Developing Business Plans and Writing Proposal and Grant Applications. Mr. Mwebembezi attended all three.

His inspiration?

The desire to develop self-sustainable programs which in turn would help finance the Mission of RCRA and the same time solve community challenges inspired Mr. Mwebembezi throughout the process.

At the inaugural International Social and Behavior Change Communication Summit in Addis Ababa, Ethiopia, Mr. Mwebembezi was interviewed about his experience using the I-Kit.

When asked which features he found most useful, Mr. Mwebembezi indicated that he found all sections of the Business Planning portion of the I-Kit useful, from looking at the story behind the organization, to examining the organization’s current scope; and finally, to conducting market research, and competitive and financial analysis to assess the potential success of proposed new products and services.

Screenshot of the Resource Mobilization Implementation Kit


According to Mr. Mwebembezi, the organization developed the following after working through the I-Kit:

✓ A detailed review of the organization’s “story,” including the vision, mission and characteristics of the founders and current leadership

✓ An account of the organization’s current product, service, market and geographic scope, as well as the organization’s strategic position

✓ A list of viable new products and services, and the results of a competitive scan to identify those best positioned for success

✓ A Marketing Plan based on market research to establish the marketing mix

✓ An implementation team and schedule to take new products and services to launch

✓ A series of financial projections and social return indicators to demonstrate return on investment

The final business plan endeavors to seek seed funding to support the development and introduction of three specific new opportunities:

1. Health kiosks for adolescents

2. An internet source for rural populations

3. A radio station dedicated to health promotion

Listen to Jostas Mwebembezi in his own words.

Footnote: Special thanks to Judy Seltzer, Management Sciences for Health and Colby Gottert, Digital Development Communications
Addis Ababa, Ethiopia