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Attracting more donors to the Jood Eskan platform with EY support has helped house more families — a key goal of Vision 2030’s housing program.
The better the question
The Jood Eskan crowdfunding platform wanted to boost charitable donations and support the housing requirements of more citizens.
After launching the Jood Eskan crowdfunding platform to provide housing for families in need in 2019, Saudi Arabia’s National Developmental Housing Foundation (Sakan), the nonprofit arm of the Ministry of Municipal, Rural Affairs and Housing, wanted to attract more donors. By rethinking the platform’s strategy and how it operated, Sakan intended to make it easier to use and expand its reach.
Jood Eskan was already raising funds from private donors and charities to pay for both rent and home ownership in line with Vision 2030’s housing program, which targets giving all members of society a home.
A year after its launch, however, Sakan decided to expand Jood Eskan’s reach. For that reason, EY teams were asked to reorganize the platform to help deliver a better online experience for the private donors and charities, as well as for the beneficiaries themselves. What’s more, Sakan wanted to review the design of Jood Eskan’s strategy, operating model and financial model.
The better the answer
Working partly through the EY Ripples corporate responsibility program, we set out to help transform Jood Eskan.
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Read moreSakan appointed the EY organization in 2021 to help transform the platform, an assignment that we took on partly through our Ripples corporate social responsibility program.
Our initial review identified a range of areas for improvement. When it came to charities, for instance, Jood relied on word of mouth to raise awareness rather than marketing proactively. What’s more, the registration and onboarding process was ad-hoc, lengthy and manual.
Donors, too, found the platform complex. It was relatively time-consuming to identify the families that they were interested in supporting. It was not easy for them to find details about the types of recipients and to learn about the positive effect of their funding on families’ lives.
Turning to the families receiving donations toward their homes, the platform gave little guidance about how to apply for donations.
To fix these problems, EY teams suggested:
As part of the process, we compared Jood to a number of similar leading international platforms. This helped us to identify ways to improve the platform. It now has an enhanced strategic plan, operating model and financial model. All of this has put it on a firmer footing, giving the platform a more sustainable future.
The better the world works
Already, the improvements made to Jood Eskan have led to significantly higher donations and quicker help for families with their housing.
The results of the transformation were quickly apparent. Jood Eskan boosted its donations by more than half (54%) compared with the same period in 2020, and consequently almost doubled the number of families supported by the platform (up 84%). More than US$46m was collected, and 589 families in need were supported in May 2021. Further, families now receive help with their housing far more quickly than before.
Simplifying the online process brought more donors onto the platform, as it significantly reduced the time taken to make a donation. The transaction time fell from over one minutes to fifteen seconds.
“The EY organization and its Ripples program made a direct positive influence on the Saudi Arabian society,” explained Mohammad Haddara, Partner, Consulting Services, Ernst & Young for Systems and Programming WWL (KSA Branch). “As an organization and a team, we feel proud to be able to make a difference and positively change people’s lives by contributing to the welfare of Saudi Arabian citizens for a better life and a better world.”
As a token of appreciation for our efforts on this program, the EY organization was officially recognized by Sakan in a ceremony prepared for the launch of its Jood platform 2.0, attended by the Minister of MoMRAH, Minister of Human Resources, Vice Minister of Interior and Jood Eskan’s leadership, among others.
The Jood Eskan program is one of many EY collaborations with the Ministry of Municipal, Rural Affairs and Housing (MoMRAH) and its affiliated entities, as well as Saudi Arabia’s wider housing ecosystem. This long client relationship has included more than 60 housing projects over five years since 2016. Together, they have helped Vision 2030’s housing program to lift home ownership from 47% of the population in 2017 to 60% in 2020. Ultimately, the Vision’s goal is to reach 70% home ownership by 2030.
How EY can Help
The EY Customer Experience solution can help your business integrate CX programs that help deliver sustainable long-term value. Discover more.
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