MASTERPEACE. Management Report Q4 2015

Transcription

1 v MASTERPEACE Management Report Q4 2015

2 MasterPeace Management Report - Q4 Introduction As we put the final touches on the end of our 2015 transi9onal year, we feel very proud to present our last Management Report for The world is facing an increasing complexity with measures driven by fear. The existence of a posi9vely inspira9onal grassroots peace movement like MasterPeace is more relevant than ever before. The number of Nelsons and new partners con9nues to grow exponen9ally as the stories and impact of our movement spreads around. This report covers parts of our Interna9onal Day of Peace celebra9ons, which was in many ways a special one as we warmly thanked our cofounder Mohamed Helmy who together with Ilco van der Linde started our beau9ful movement; and we wished him all inspira9on and success with his new social enterprise, Progrss, focusing on inner city complexity. We will con9nue to cocreate together and he will be a friend forever. With his departure we are searching for a suitable successor, as a new CEO is the board s top priority. We are even more inspired to increase our impact and sustainability in To use music, art and dialogue to bring people together and work on capacity building via e learning and star9ng various social enterprises. With Regards, Aart, Ahmed, Aida, Florian, Ilco, Karim, Linda, Priscilla, Raghda, and Sofie On behalf of all Nelsons, talent bankers and partners

3 MasterPeace strategy and organiza9on We are proud to start on a high note with all our teams from around the world with a vision of growing our movement. We are proud to announce that in 2016 our Regional hub lead by Sofie De Wulf will hire three new team members with the ambi9on to expand in La9n America to 20 clubs in We do have a broad range of ac9vi9es that contain three elements: 1. Mobilizing talents with so[ power 2. Organizing dialogue and understanding 3. Build a sustainable future via capacity building programs MasterPeace mobilizes change makers on a local level for a sustainable world with less armed conflict: Be a Nelson Mobilizing Talents Using soft power to bring opposites together Music Dialogue Connect Understand Respect Sustainable future with less armed conflicts Capacity and Perspective building Boot Camps Art Education Play Social Enterprises

4 Our grass roots movement is able to grow and expand by being inspired and based on local ownership. It puts the pyramid upside down and is guided by 4 values and 4 passion statements. The MasterPeace clubs are in the lead. One club per country that exists out of many teams. RESPONSIBLE RESPONSIVE The MasterPeace central office and regional hubs facilitate the growth and growing impact of the clubs and its team members. Values/ Passion Statements Music above Fighting Bread above Bombs Dialogue above Judgment Creation above Destruction Positivity Autonomy Co-Creation Principles guiding all activities, events, and projects Based on local ownership Walk the Talk The Interna9onal Day of Peace on the 21st of September is our unifying moment that we celebrate.

5 Our organiza9on moves with the same bo`omup and crea9ve spirit from the startup phase into a crucial teenage phase Building a global movement with soft power. Organization and finance: 5 Founding partners; 75K/ year till K Family fund a 100K a year till K NPL till K Various one-off grants; vfonds etc: 12 FTE in Utrecht - 500K 7 FTE Cairo team - 125K Expanding the movement - glocalisation with soft power, capacity building and social entrepreneurship. Organization and finance in 2016: 1 Founding Partner - 75K 10 Shareholders4Peace 25K each - 250K Fundraising - 40K 4 FTE Utrecht - 200K 7 FTE Cairo - 150K 3 FTE in Mexico - 25K In kind talent bankers - 20K each, 400K Capacity building training in kind - 80K Last NPL grant - 250K Erasmus Plus grant/earmarked - 100K Organization and finance in 2017: 1 Founding Partner - 75K 10 Shareholders4Peace 25K each - 250K Fundraising - 100K 4 FTE Utrecht - 200K 10 FTE Cairo - (local funding 50K) - 150K 5 FTE in Mexico based on local funding - 150K 5 FTE in Asia; % local funding - 50K In kind talent bankers (40, 20K each) - 800K Capacity building training in kind - 200K With Care Netherlands, 1 new PCL grant - 250K Erasmus Plus grant/earmarked - 100K

6 Our capacity is growing by mobilizing top expertise with talent bankers who donate their expertise to MasterPeace and driven by our core team. MasterPeace mobilizes drive and quality to facilitate the movement via partnerships and free-of-charge expertise. Business Partners Collaborative Partners MP VOLUNTEERS MP TALENT BANKERS MP PAYROLL 1. Internships 2. Event Support 3. MP Club NL Expertise on: 1. Media 2. Event Management 3. Leadership 4. ICT 5. Project Management 6. Mentoring 7. Music 8. Ambassadors Elearning In collabora9on with our partner Network we support our club teams to grow in impact and together with the network university, we started an e learning curriculum on star9ng a social enterprise. With the team of Philip Kpakiwa in MasterPeace Club in Guinea we started in December and the team of Charles Boye in Sierra Leone will start in January in co crea9on with the local team of our partner Care Interna9onal. In January our former MP club leader in Kenya, Peter N Dungo will start in January his internship at the MasterPeace Utrecht office. He will help facilitate the start for the program MasterPeace Kenya as well. Partners We are thankful to our Founding Partners who supported MasterPeace from the first day on to realize our dream. Without the inspira9on, network and financial support of Corio, Pax, Triodos and Vfonds we good not have built our global movement. These partnerships have ended a[er a five years support. Also the oneyear support of Cordaid has ended as they have decided in line with their strategic re posi9oning.

7 MASTERPEACE 21/09/2014 Creating peace. Together. In 2013 we created the concept of business partnership as Shareholder 4 Peace we are proud that many companies, each with their own specific drive decided to share values, communica9on power and pay 25,000 Euros a year. MasterPeace in return provides unique top talent and leadership development to 10 of their future leaders. By doing this MasterPeace as an NGO is a pure social enterprise. But the main driver of this approach is that the world really needs businesses to step in and act as responsible players in the development of socie9es. We thank AEGON, Care Netherlands, ICM training, Mercer, Meijers Assuran9en, RNW Media and Thieme Meulenhoff for our cocrea9on in building a sustainable future. With the support of Thieme Meulenhoff we developed Skillzz ( an applica9on that will be implemented early 2016 (a[er intensive pilo9ng in 2015) on tens of secondary schools (first and second year). During the mentoring classes the young teenagers will be inspired to use their talents and have a dialogue on cri9cal topics. This is truly the first applica9on based on using compliments and dialogue. The app will also be available in English and we will pilot it in Egypt and India. With RNW Media we co create on a local level with media training; the first of which started with our clubs in Mexico and India. MasterPeace walk in Maasailand As a sustainable project now, in cocrea9on with Ezechiel Ole Katato, our club leader in Maasailand, we organized our second walk to enjoy and learn from nature, from both cultures and in your personal leadership. Around 25 westerners walked for 6 days around 100 kilometers together with 35 local Maasai friends. Learning from nature, culture, personal leadership and laughing are the mixture of this walk, with a long las9ng impact on each of the par9cipants. Read about this amazing adventure at one of the top local Kenya newspapers, The Daily Na9on here.

8 MasterPeace Great Minds Meeting For the second year in a row, the Great Minds Mee9ng had booked itself a prominent spot on the MasterPeace Calendar. On the 7th of September, we organized an event at the NBC Congrescentrum, Utrecht. The second edi9on of the MasterPeace Great Minds Mee9ng was themed as Triple Win: Personal, Professional and Planet (3 P s). The event brought together more than 300 a`endees from the nonprofit and business worlds together. 15 inspira9onal figures shared their "Triple Win on the choices they made in their careers. All guests were challenged to think about their own talents and were asked to share these thoughts with themselves by sending a "Be A Nelson' postcard to their own address. Find out more here and read the RNW review here.

9 Social Enterprises We are also providing our clubs with another elearning opportunity regarding enhancing current social enterprise ideas with Ubiquity University. An online call was sent to the clubs interested in par9cipa9ng. During the inspiring MasterPeace walk in Maasai land we started in cocrea9on with our partner ivykickstarter.com a social enterprise that sells solar Waka Waka lights and water filters. In the region of our MasterPeace club lead by Ezechiel Ole Katato with a length of 100 kilometers and a popula9on of 200,000 inhabitants lacking access to electricity and clean water. In a sustainable way we will support them to improve safety, health and income. With our partner enviu.org we are researching the opportunity to provide proper meals in the slums of Orissa, India through a social enterprise that will be managed and run by Manu, our club leader in India. The ambi9on is to cook and distribute 10,000 meals a day to the poor at an acceptable cost of 6 Euro cents per meal. Clubs & Expansion Currently we have 44 clubs in 5 regions and 39 countries. We have successfully started and oriented 11 new clubs since August 2015 (seen in bold in the table below). Africa Asia Europe Middle East and North Africa LaEn America and North America Cameroon Nepal(2) Bosnia and Herzegovina Lebanon Colombia Ghana Bangladesh Armenia Tunisia(2) Mexico DRC India Albania Morocco(2) Cuba Burundi Pakistan(2) Croa9a Iraq Texas, USA Zimbabwe Myanmar Bulgaria Sudan Sierra Leone Philippines Romania Turkey Guinea Afghanistan Macedonia Cote d ivoire Russia Liberia Netherlands Senegal Georgia Kenya(2) Uganda The total number of ini9a9ves organized by MasterPeace Clubs as an overall this year is 206, which achieved more than 121.1% of the prospected number we projected at the beginning of the year.

10 This year we gave not one, but two awards to our welldeserved MasterPeace best joint celebra9on! For their efforts to make a successful and synced celebra9ons we awarded the pairs Afghanistan/Pakistan (Karachi) and Philippines/Myanmar the Playlist Award with $1,000 to the winning pairs ($500 each). Expansion Strategy Development We have developed a new clubs expansion strategy where we aim to reach 55 clubs by the end of The upcoming expansion campaign will be in February 2016 in coordina9on with the Be a Nelson campaign. MasterPeace is working to iden9fy the countries where there is poten9al to grow at a fast rate (size and popula9on of country, success of current club), where star9ng mul9ple clubs would be especially beneficial. For example, India has been iden9fied as a focus country and we are working to start another club in New Delhi.Asia has been iden9fied as the next poten9al region to start a MasterPeace regional office. We have, therefore, developed a framework for this new regional office and will begin taking steps forward a[er the Asia regional boot camp Partnerships conneceons for clubs There is an ongoing effort to mobilize (partners (Business, Universi9es) glocal ambassadors and talent- bankers to support clubs + align with our global partners Care and RNW Media and connect them with our clubs. Here is what we achieved: 1) MasterPeace Cote D'Ivoire Team at RNW event (4th of October): Two members of our newly founded MasterPeace club in Cote D'Ivoire were represen9ng MasterPeace at an RNW mee9ng. It started with matching our club with the local RNW team who were organizing the "Ivorie Jus9ce" event. With Care Netherlands we are inves9ga9ng the poten9al in Cote D Ivoire to cocreate towards their community of 25,000 women. 2) Philip, The Star Of The JusEce Hub (1st of October) Our dear club leader Philip Kpakiwa from MasterPeace Guinea was featured at the RNW powered Jus9ce plauorm 'The Jus9ce Hub.' Janet from RNW connected with Philip for an interview on hi percep9on of jus9ce in Guinea featuring his personal story with focus on why choosing peace was an answer. Read the full interview here. 3) RNW and Local Kenya Boot Camp Training RNW in Kenya was connected to our team in Kenya and conducted training at their local boot camp, just at the right moment to provide some most needed media training on the topics of campaigning and media outreach. 4) RNW and MasterPeace India RNW s successful project Love Ma`ers is now connected and in early prepara9ons stages with our ac9ve club in India. They were able to meet in December and there is great poten9al to collaborate on a reproduc9ve health project in the near future. 5) Care and Walk in Her Shoes We are preparing a sponsor run in the Netherlands with the aim to raise funds for 5 projects focused on female empowerment via social entrepreneurship. Roel van Velzen and his song "Furaha" will be the trigger.

11 Developing Mechanisms to improve clubs quality 1) New License: All clubs were issued a new license to replace their old license. The new license is an updated version of the old one and is be`er aligned with the MasterPeace current Vision and Strategy. This was necessary since many of the licenses were outdated and open ended. Main changes include a oneyear license with an automa9c annual renewal, and clubs are expected to submit an annual plan. Annual Plan: This plan is meant to help a MasterPeace club develop a clear vision of how to make greater impact in its community and country as well as maintain expecta9ons between the Central Office and MasterPeace Clubs; which will also help the clubs measure their own success and to specify the support they want per topic (event management, fundraising, elearning, partnerships, etc.). The plan is specific to each club and addresses the SDGs as well as the larger MasterPeace Vision of reaching 200,000 Nelsons by The plan will be updated every year and submi`ed to the Central Office. 2) Biannual evalua9on Rubric: In the process of ensuring the high quality of every club and to see if clubs are mee9ng expecta9ons outlined in the license, we created a rubric scale from 14 so clubs will have a cumula9ve score as well as an improvement score based on the following quali9es: Alignment with overall MasterPeace Vision and Strategy + MasterPeace Values Media outreach and visibility Communica9on with Central Office Team members Partnerships (local, interna9onal, business, NGO) Ini9a9ves in a 1 year span Financial Sustainability of Club Achievement of the Annual Plan

12 Capacity Building and MEAL Report Key Performance Indicators Key Performance Indicators 2015 Achieved (over the course of the year) Percentage 15 local boot Camps / Clubs internal trainings 11 local boot Camps / Clubs internal trainings 73.3% Suppor9ng 10 club leaders to be selected for different interna9onal educa9onal conferences Conduc9ng 4 Monitoring and Evalua9on reports 13 club leaders traveled to a`end interna9onal conferences and exchanges. Conducted 4 Monitoring and Evalua9on reports 130% 100% Organizing the annual Boot Camp Organized the annual Boot Camp 100% 2. Capacity Building Local Boot Camp: MasterPeace has mo9vated its clubs leaders to organize boot camps on a local level, in order to transfer the knowledge they got during the interna9onal boot camp to their local teams. The movement launched a call for local boot camp implementa9on between all of our clubs. 17 club leaders applied for this call, and the movement selected 7 of them to financially support them with 500 USD each based on certain criterion that was based on delivering good quality content and topics to a maximum number of direct par9cipants. Two other clubs had implemented local boot camps on their own cost. Clubs financially supported by the movement Nepal, Myanmar, Colombia, Sierra Leon, Zimbabwe, Kenya, and Armenia 1 Clubs implemented the local boot camp on their own Philippines and Morocco 1 Armenia implemented the boot camp twice this year

13 Total number of ParEcipants: 90 par9cipants had a`ended and gained knowledge out of 10 different local boot camps in 9 different countries, divided as follows: Main Topics Leadership, Media and Communica9on, wri9ng blogs, how to report on an event, NGO branding, project proposal and fundraising, Team work and team building, Equality and inclusion, measuring our impact, ar9s9c direc9on, volunteers management, advocacy and youth engagement. Success story: Thanks to the clubs team, MasterPeace Kenya has been connected with RNW Media, a MasterPeace media partner, in order to conduct a session during Kenyan local boot camp. Mrs. Naijeria Towee` of the RNW Media group Love Ma(ers Kenya gave the team valuable informa9on on how to increase our social media presence and how to shape our message to appeal to our targeted audience. The team also invited an organiza9on known as Peace Revolu9on, whose main aim is to create peace from within by using medita9on, so that it could reflect on the outside. Its regional coordinator, Mr. Timothy Onyango, graced the team with his presence to help us prepare an ac9vi9es calendar for the following year. The team started by discussing how they could expand their audience by reaching out to schools that have peace clubs, similar to what can be found in some local universi9es that engage in peace ac9vi9es.

14 The Global Boot Camp: 2016 Boot Camp: Tbilisi, Georgia The team launched a call for hos9ng the global boot camp between all of our clubs. The team had agreed on focusing on Eastern Europe and the Balkans region to host the 2016 global boot camp, mainly because of budget concerns and alignment of our regional objec9ves. The team received six applica9ons, five of them were coming from the targeted region, and two of them were submi`ed by new clubs that joined the movement in the last expansion campaign. The team had agreed on the objec9ves of 2016 global boot camp, as follows: By the end of the Boot camp the Club Leader will know how to capitalize on their own environment How to efficiently organize and execute all elements in their locale and use it to their advantage, from volunteers to sponsors and government agencies; learn resource management skills. Clubs will develop and expand by taking advantage of: partners, the movement, the team, the volunteers, the club leader, the media, and the audience (local community). All men9oned elements fall under a global context where other clubs around the world can benefit from the lessons learned as this process of development goes on. The team, accordingly, had agreed on the main topics to be addressed during the boot camp, which are: Nelsons The concept of Nelsons Types of Nelsons Campaign Clubs rule in mobilizing nelsons. Partnerships Models of partnerships (MasterPeace Model, externals model) Networking (how to acquire and sustain partners) Regionaliza9on Regional projects Cross regions projects Regional offices Regional boot camps Community building MasterPeace culture Day out Maintaining the spirit Leadership Volunteers Management Best prac9ces Local boot camps

15 The Knowledge Plauorm: Working on developing different skills requires having a curriculum and tool kits as ongoing references for the clubs to use. Again, Social Enterprise tool kit, social Media usage tool kit, Fundraising Tool kit, Monitoring and Evalua9on tool kit, etc. should be on a digital shelf for the MasterPeace family to use and learn. This will be developed as a result of working together on the knowledge plauorms, so each group will be developing a tool kit and/or a curriculum to share on a unified plauorm that the whole MasterPeace family can use, have the same standard, and even have more inputs and par9cipa9ng in developing their own skills. The knowledge plauorm could also include external books, studies, and even tool kits produced by MasterPeacers and/or external par9es that are useful for the movement. The Knowledge plauorm will be an important part of new MasterPeace website, and it will be the online educa9onal hub of the movement. The team is planning to include monthly webinars delivered by our talent bankers on topics most needed by the clubs teams. Professional development plan for Cairo office: The Team had received three different trainings from some experts. It was a pilot project, in order to develop a professional development plan for the Cairo team, and by the help of the new CEO, we will develop a complete needs assessment and professional development plan for Date 23rd24th of July nd of September nd of November 2015 Training topic An introduc9on about conflict, conflict analysis tools and theories in addi9on to some case studies The importance of knowledge sharing, and different tools of knowledge sharing Defining Nelsons, sevng strategic targets for 2016, and develop a yearly strategic plan for the team. 3. Monitoring, EvaluaEon and Learning (MEAL) Why MEAL is essen9al for the development of MasterPeace: MEAL is an embedded concept and cons9tu9ve part of every project or program design (a musthave ). MEAL is ideally understood as dialogue on development and its progress between all stakeholders. The purpose of MEAL func9on in the movement is to help the organiza9on perform be`er based on analysis, success stories, and lessons learned, and to help the team see how the movement is performing, and what areas are marked for improvement. MEAL is essen9al since there is a significant integra9on between all teams members, and the team now is ac9ng as one unit. Presence of MEAL func9on will help the team selfreflect and cri9cally develop the performance of the whole team. The team had developed a strategic plan in 2016 that the MEAL officer will evaluate against those targets. The clubs team had also developed an annual plan template for all the clubs in order to monitor and evaluate the progress of the grass roots movement.

16 Annual MEAL Findings: o Total number of clubs projects in 2015: 206 o Total number of volunteers involved in organizing clubs projects (Ac9ve Nelsons): 499 o Total number of audience members a`ending clubs projects (Partying Nelsons): 33,773 Clubs review: The team has developed different clusters to define our clubs performance, and we developed correc9ve ac9ons for every cluster, in order to make sure that we are suppor9ng the clubs using the right methods and tools according to their status quo. The team will evaluate the progress of the clubs twice a year star9ng from 2016 based on their annual plans and the clubs evalua9on overview. 4. Future Development: The movement will support 20 clubs in 20 different countries to implement local boot camps in The team will develop an implementa9on plan toolkit. The first call for implemen9ng the local boot camp is expected to be by June The knowledge plauorm will be the primary resource for content of the local boot camps, and other capacity building project implemented by our clubs. We will have a pilot project with MasterPeace club of Marrakech, Morocco. The team is working on the prepara9on of the global boot camp; expected to be held during the second half of May The team is working on prepara9on of the first regional boot camp in Asia, and the call for hos9ng this regional boot camp is out to all Asian clubs. The hos9ng country will be announced maximum by the first of February The regional boot camp is planned to take place in November The team will develop two MEAL reports for 2016 based on the logical framework the team developed. Having an external consultant to review and reflect on the MEAL results will be under discussion with the new CEO and/or the managing director. For more alignment, it would be logical to develop a business development model for our clubs, and we can start by mobilizing all available resources and direct them to generate some revenues that will benefit both the movement and the clubs.

17 Communications Management Report 2015 Q4 Communica9ons had many highlights this quarter! From the Interna9onal Day of Peace branding to the Luxembourg award outreach, launch of the Nelson award plan and clubs storytellers capacity building program. CommunicaEon Strategy We op9mized both team and partner visits in September and November to make a clear roadmap for the communica9on ac9vi9es and 9medcalendar of all communica9ons campaigns, launch of the new website, CRM system, ini9a9ves & projects for We used the partners mee9ng to collaborate on two major projects, PressPlay with RNW and Walk in her shoes with Care Holland, among many regional/local based teamups. IDP 2015 & MasterPeace Playlist

18 Although having a transi9onal year in the life of our young movement, this year s Interna9onal Day of Peace celebra9ons was nothing short of a great success! 38 IDP celebra9ons were organized by 35 MasterPeace clubs, in which 16 ci9es had 8 pairs adop9ng the 2015 IDP theme, MasterPeace Playlist. The events varied from concerts, conferences, and outdoor ac9vi9es that engaged local communi9es and raised peace awareness. IDP branding theme for this year was an evolu9on of an earlier pilot in April, also called MasterPeace Playlist. The communica9ons team developed the project, with clubs in neighboring countries teaming up for a joint Peace Day celebra9on with a shared message by performers. The project helped both the communica9ons and overall MasterPeace vision and strategy by crea9ng a unified integrated campaign for IDP and improving the visibility and appearance of MasterPeace as an organiza9on through one of our most important highlights of the year. With communica9ons role of improving and professionalizing the branding efforts by our clubs, we worked together on improving the capacity of developing crea9ve materials. Communica9ons supplied our storytellers with highresolu9on banners for both online outreach and offline visibility. The Playlist designs were also used as templates for clubs to 9nker with for the purpose of appropria9ng the material for their event, which not only helped with brand visibility but also encouraged the clubs to present themselves more professionally and learn basic design elements. In Amsterdam, MasterPeace organized a new edi9on of MasterPeace in Concert with musical performances from MasterPeace ambassadors at the Hall of the Tolhuistuin. In a fourhour program, a series of performances took place: the Dutch star Van Velzen & band, Rilan & the Bombardier, Neema Ntalel (Kenya), The Night Shi[, Gil Semedo (Cape Verde), Rabasa (Cape Verde) and Leonie Meijer, Rapper Diggy Dex Cost, Sylvana Simons, and Kids van Amsterdam Oost. The concert featured the official launch of the Be a Nelson Book by our cofounder Ilco van der Linde bringing on stage some of the Nelsons in the pages of the book to real life. Read more about MasterPeace IDP Playlist celebra9on here.

19 Luxembourg Award The award came as a cherry on top of our end of 2015! In addi9on to being a pres9gious award, it also became a very good PR moment for MasterPeace to pick up the momentum following peace day and a moment of pride for our clubs around the world. MasterPeace was awarded the Luxembourg Peace Prize for Outstanding Peace Organiza9on, presented to our cofounders at the historic European Parliament buildinga moment witnessed by over 200 peace ac9vists from around the world who a`ended the ceremony. Two of Egypt and Middle East leading media publica9ons has featured receiving the award, Daily News Egypt and Cairo Scene. PressPlay My (Music + Song + Album + Concert) = PressPlay Together with RNW, we worked on building our first joint collabora9on on a grand project. Since the team mee9ng held in September, we paved the way to collaborate more concretely on the project, and bring My Song (RNW) and My Music (MasterPeace) together in a bigger frame work. PressPlay is a newly launched global media project with a musical focus, using both of our strengths as worldwide organiza9ons. Through a mul9channel approach we aim to create a collabora9ve music project featuring top ar9sts together with unsigned/underground ar9sts known for music that focuses on social change, freedom of expression and posi9vity. PressPlay takes My Music MasterPeace into a bigger context, involving not only a music contest with rich media content, but also global/local concerts, a music tour, and a breakout album. - Media Plauorm - Music Compe99on - Music Album - World Tour/ Concert The first phase is holding the music compe99on from March October 2016 with all phases of submission, vo9ng, top finalists offline IDP concert *new*, Jury, Winner Announcement. MasterPeace & RNW will approach together a wide number of new and pervious partners, media, ar9sts, journalists and collaborators.

20 Storytellers Development Program As a learning outcome from our MEAL Q3 report and opera9ons, communica9on decided to put an advancementcapacitybuilding program for our MasterPeace storytellers that involves training and developing the communica9on skills of our storytellers. The objec9ve stemmed from our need to improve the quality of the content we were receiving from our clubs storytellers, and to further develop their ability to establish and maintain rapport with media outlets that will feature their work. This spawned our Storytellers Development Tunnel, a program consis9ng of three phases that runs for the course of a year. We launched the program officially this quarter, where we are at the first stage of orienta9on and founda9on building. In this phase we assessed the status of each club and the quality of their online presence and media outreach. Once this is done, the second phase, integra9on and opera9on, will begin as we develop and implement a personalized training module for the storytellers based on their individual needs. Through our partnership with RNW Media we will provide professional training programs and sessions for those who are eligible. We will be heavily reliant on the Knowledge Plauorm to distribute all learning materials to our clubs as we integrate them into our global MasterPeace campaigns; all while working on a con9nuous feedback loop to guarantee all trainings and ac9vi9es run smoothly. Doing this will ensure that the storytellers are on the right track and learning skills as they go, and will enable us to keep a 9ghter grip in maintaining the equity of the MasterPeace brand. The third phase, appropriately dubbed the Storyteller Shines phase, is where we will provide speaking opportuni9es and peer training sessions from our graduate storytellers to other MasterPeace storytellers and club members. Campaigning - Be A Nelson Strategy Together with Ilco, we worked on crea9ng a global unified message format of channeling all our communica9on efforts under the umbrella of Be a Nelson as a theme. For communica9on, branding and messaging reasons, we decided to create a framework where all the projects for next year (and forward) fall under. - Be a Nelson campaign & the Nelson Award The campaign side of Be A Nelson had its resurgence with the release of our new video for the campaign in late August. The campaign came with a new crea9ve vision and direc9on in presen9ng its message, with all subsequent campaigning materials stemming from visuals and photos taken from the video. The same material was appropriated by a few of our clubs and had their designs modified to accommodate their languages. The Be a Nelson campaign will be relaunched at the end of January and will last longer as part of a bigger framework in 2016 that goes beyond the video and into a fullfledge social media campaign. The Be A Nelson book launch and the Nelson award (in some focus countries) will also be a factor.

21 We launched the call for the Nelson Award together with a clear road map for our clubs to take the award locally. We have had 8 clubs apply to start the award locally (2 clubs in Pakistan, Armenia, Nepal, Mexico, Colombia, Morocco, and The Netherlands). The award formula is to encourage our clubs to seek out and nominate Nelsons from their communi9es and country. A[er vo9ng for their nominees and presen9ng them to a panel of judges, the club will award the top Nelson with the award: a framed cer9ficate signed by Ilco and the club s president. There is also a small bronze sculpture as a trophy and some seed money that can be presented with the cer9ficate. Website & ICT Local Websites: A[er launching the concept of local websites during the MasterPeace boot camp in Lebanon (May), we have started working on the first few templates. We have launched 7 online websites, and 3 more are in the queue. Currently online are: MasterPeace Nepal (masterpeanepal.org) MasterPeace Mexico (masterpeacemexico.org) MasterPeace Colombia (masterpeacecolombia.org) MasterPeace Netherland will get a sec9on on masterpeace.nl. (h`p://masterpeace.nl/ masterpeaceclubnetherlands/) In the last quarter (current phase): MasterPeace Croa9a (masterpeacecroa9a.org) MasterPeace Bulgaria (masterpeacebulgaria.org) MasterPeace Macedonia (masterpeacemacedonia.org) In the process of gevng started: MasterPeace Kenya MasterPeace Iraq MasterPeace India Working with the guidelines and checklist makes sure we only start with clubs who are able to provide the right amount and quality of content.

22 MasterPeace.org: The number of sessions and users increased in Q4, likely because the be`er use of our AdWords campaigning. This might also explain the increase of bounce rate and decline of the session dura9ons. Users Geographics: With Ukraine and Algeria we have two new countries in the top 10.

23 Users Demographics: MasterPeace.nl Both the Great Minds Mee9ng and MasterPeace in Concert did well for the number of visitors during Q3. Doubling the number of sessions and the page views grew from around 8,000 to 26,000. It also seems that the redesign of the homepage worked well with the bounce rate dropping almost 20%. MasterPeace Magazine: From the start of 2016 the MasterPeace magazine will be relaunched with bimonthly edi9ons as we successfully renewed the contract with Magstream.

24 Social Media RecruiEng local MasterPeace Facebook admins Opening the space to some techsavvy social ac9vists to join us! We choose focus countries to launch the program of acquiring local admins, we had a successful requirements campaign that resulted in 45 applica9ons for 5 countries ( as the first phase), where we recruited the needed number La9n America, USA, Pakistan, Bulgaria, India MasterPeace Facebook Guide To supplement our mission to improve communica9ons across all MasterPeace clubs we ve wri`en and designed two comprehensive guides for the Knowledge Plauorm: the Content Development Guide and the Facebook Admins Guide. In a similar fashion to the Content Development Guide we released in August before IDP, the Facebook Admins Guide was published to follow the same instruc9ons wri`en for the Content Development Guide but appropriated for the digital space. We wrote the document with the perspec9ve of the club s Facebook admin in mind, and gave them several 9ps and techniques on how to post be`er content, create effec9ve posts, and boost engagement with their followers. There is also a sec9on on maintaining the MasterPeace brand and aligning with online campaigns stemming from the main MasterPeace fan page. YouTube: 2015 has been a great year for MasterPeace on YouTube. With the videos from MasterPeace in Concert we were able to provide users content they are looking for: well recorded, great sounding songs by their local favorite ar9sts. Beau9fully shot and edited, the videos have reached more than 250,000 views in Instagram and Twieer At the communica9ons mee9ng, we decided to reac9vate these two plauorms as the launch of Be a Nelson campaign at end of January.