Chosen for British Council’s “Active Citizens” Initiative 2019-2020

PSYDEH is thrilled to be chosen to participate in the British Council’s Active Citizens Programme Cycle 2019-2020.  PSYDEH-Non-Profit-NGO-for-Indigenous-Women-in-Mexico

As one of only ten organizations chosen from 250 Mexican NGO applicants, PSYDEH is invited to send two staff members to participate in the Active Citizens March 25-29 training in Michoacan, Mexico. Here, PSYDEH staff learn the skills we need to integrate into our work Active Citizens methodology. The British Council emphasizes the “Learning Journey,” a multi-phased process through which social action is planned and delivered. 

Active Citizens is a social leadership training programme that promotes intercultural dialogue and community led-social development.  

If chosen as one of two final delivery partners post the March workshop, PSYDEH will use the Active Citizens toolkit, and financial assistance from British Council, to design and deliver the training programme to 30+ indigenous women leaders of Hidalgo. 

Generally, we expect to leverage this honor into LEARNING new informational delivery, dialogue facilitating and community organizing tools, EVOLVING how we approach our work, and use workshop learning and experience to increase the depth and breadth of how we make SOCIAL IMPACT.

Specifically, and if chosen to be one of two delivery partners, PSYDEH will deliver to indigenous women initiative participants the tools and support they need to set up or adapt the way they run their own social action projects to tackle a social issue within their respective communities. These communities might also then be connected globally through international opportunities to share learning and ideas as well as through the website and social media. Active Citizens was launched in 2009 and has run in 69 countries in the Middle East and North Africa, Europe, South and East Asia, the Americas, Sub-Saharan Africa, and the United Kingdom. Currently, there are over 300,000 trained Active Citizens across the world delivering around 10,000 social action projects.  *Active Citizens Annual Report 2017-2018

PSYDEH Speaks at National Roundtable At the Canadian Embassy, Mexico City

PSYDEH-Non-Profit-NGO-for-Indigenous-Women-in-MexicoOn March 22, 2019, PSYDEH was among four Mexican think tanks and NGOs invited by a delegation of Ottawa-based professionals from Natural Resources Canada (NRCan) to speak at a roundtable on natural resource development and management in Mexico. 

Honored to represent the 40,000+ Mexican NGOs, grassroots-oriented PSYDEH was particularly excited to explain the need for our scalable program model to drive bottom-up, citizen-led sustainable development, including in Mexico’s indigenous communities. In sharing, we learned from our NGO and Think Tank peers and Canadian government officials about myriad perspectives on how Mexican civil society has and can participate in policy making and implementation at the local, state and federal levels.

The other Think Tanks and NGOs joining PSYDEH at the table were the Mexican Ethos Laboratorio de Políticas Públicas and Reforestamos México and the global World Resources Institute Mexico.  The Roundtable was sponsored by the Canadian embassy in Mexico City, Mexico.



PSYDEH Non Profit NGO for Women in Mexico Logo Psydeh v001 compressorPSYDEH looks to create lasting communities of change in Mexico through our forthcoming “Sustain Impact” campaign, another installment in our ‘Fruits of Change’ crowdfunding series with UK-and USA-based GlobalGiving.

This campaign uses learning from our recent Route to Good partnership with the global Dentsu Aegis Network to raise the capital we need to consolidate years-long progress incubating two human rights-focused Mexican actors: PSYDEH and our rural network of indigenous-women led organizations. Raised funds specifically underwrite our new bilingual female Coordinator of Sustainability, as well as ongoing fieldwork that empowers indigenous women to create from the bottom up sustainable solutions to their own problems.

More generally, achieving our $15,750 USD campaign goal will (1) accelerate PSYDEH’s success in establishing seven independent funding streams and (2) sustain the impact we make with indigenous Mexican women. Indeed, our bilingual Coordinator of Sustainability’s mission is to as much as triple the value of each donation through subsequent fund-generating work; money which, in turn, will strengthen organizational capacity to make more impact.

See this Campaign FAQ for more detail.  And CLICK HERE to donate early!

Notes from the Field, Strengthening Rights to Access Public Info & Protect Personal Data


Pursuant to 2018 work promoting the rights to access public information and to personal data privacy, and nationally recognized 2016-2017 work promoting women participation in electoral politics, PSYDEH was selected again by the Instituto Nacional Electoral (INE) for a 2018-2019 project to sustain and scale impact in this area. 

We use workshops, community radio spots, action learning exercises, and a regional public forum to educate indigenous women and their communities on how to use their rights to access public information and protection of personal data to make a social impact.

In so doing, we seek to deliver to INE a framework for a scalable educational model for empowering all of Hidalgo’s indigenous citizens to smartly know and use these rights. And, in PSYDEH fashion, we use photography and a short film to document our work as both a marketing and educational tool. *Photographs by PSYDEH staff and professional photographer Diogo Heber.


Sustainability Coordinator To Impact in 2019-2020

PSYDEH looks to hire our first Sustainability Coordinator by the 3rd quarter of 2019.

As background, PSYDEH was founded in 2007 by four women professionals to serve Mexican citizens while promoting local sustainable human development. Seven years later, we evolved our strategic foundation, e.g., mission, vision, values and strategic process-oriented directions with the goal of becoming a sustainable enterprise crafting a scalable model to make a lasting social impact. 

Evidenced by our most recent Annual Report, recent project promo films, and our new animated lesson in Spanish and English explaining our program in action, we’ve made strong progress over the last four years. Now, to consolidate progress, we pursue the funds to hire a full-time staff person who helps PSYDEH diversify income streams, a key to sustaining our organization’s work. 

PYSDEH’s Sustainability Coordinator will focus on three important income streams: national and global crowdfunding,  social capital-and fundraising event production and corporate sponsorship.

(1) CROWDFUNDING: Leverage PSYDEH’s top 10+5 NGOs committed to sustained impact status in US-based GlobalGiving’s network, and new digital communications learning from our 2018 collaboration with the global Dentsu Aegis Network when directing global and national crowdfunding campaigns.

(2) SOCIAL CAPITAL: Continue producing social capital and fundraising events in Mexico City, sharing experiences and resources needed to continue making progress towards our respective missions.

(3) CORPORATE SPONSORSHIP: Negotiate a win-win collaboration with a Mexican national or global corporate partner with whom PSYDEH shares experiences, technical support, and resources.

PSYDEH is excited about this 2019 investment in organizational sustainability, and our anticipated enhanced capacity to make a sustained social impact.


“Route to Good” Initiative Ends With Important Progress in 2018-2019

PSYDEH’s Route to Good collaboration with the Dentsu Aegis Network’s (DAN) North Carolina, USA-based Emily Spiegel and California, USA-based Brooke Bowhay wrapped up in January 2019, having already made a significant impact and planting the seeds for continued positive influence in the years to come.

Our collaboration, facilitated by our GlobalGiving (GG) crowdfunding partner, started with Ms. Spiegel and Ms. Bowhay’s early-2018 site visit to Mexico, celebrated in this short film by photographer Diogo Heber. From there, our two-phased initiative was built at the nexus of Brooke’s and Emily’s expertise and PSYDEH’s needs.

Phase-one, short term impact included our producing two test crowdfunding campaigns from August – October 2018 using DAN’s analysis of three target donor groups (Young  Woke Millenials, Repeat Givers, Hispanic Givers) interested in foreign NGOs like PSYDEH. Here, we explored whether, how and which kind of video and display assets could drive new donors to our test crowdfunding page where they then donate to our work. 

In conclusion, we learned that our content resonates with global donors and that we must take a few actions to streamline the donation experience. This 15-second video asset secured a view rate 2.5x higher than the 25% industry benchmark. These two display assets resulted in almost 10,000 clicks to our test crowdfunding page. This result was also higher than industry benchmarks. Yet, our conversion rate from click through to actual donation was lower than hoped. And DAN helped us to understand why this might be.

White display asset reproduced for 2018 Route to Good with Dentsu Aegis Network Black display asset reproduced for Route to Good with Dentsu Aegis Network

Phase two, long-term impact, includes 2019 work with GG to customize crowdfunding page design and minimize the number of clicks a potential donor has to make to invest. Moreover, we’re rethinking how our video content is consumed on social media. We have completely redesigned our YouTube channel and soon will do the same for our video content on our Facebook English and Spanish language pages and website. We also plan to use 2018 creative and video assets as core materials for our 2019 global campaign targeting the aforementioned ideal three donor groups while making adjustments to content development and key talking points strategies.

PSYDEH was one of two Mexican NGOs (one of 18 global NGOs), chosen to work with the third cohort of the “Route to Good” responsible leadership program in 2018. This opportunity is offered exclusively to Route 500 members of DAN, and delivered in partnership with the excellent Celeste Hesketh and her team in GG’s UK office.

GG is PSYDEH’s crowdfunding platform partner with whom we collaborate to produce various global campaigns for investments to our organization and field work with our indigenous women partner network. 

PSYDEH is a top-ranked NGO within GG’s network of thousands of NGO partners.

PSYDEH Using Animation as Teaching Tool

PSYDEH premieres its first animated lesson as a teaching AND marketing tool.

This animated lesson, “The life of an indigenous woman creating bottom-up change in Mexico“, is a fictional story told in the 3rd person about an indigenous partner named Maria navigating our novel scalable program model.

As we explain in the animated lesson description on YouTube:

It’s 2015-to-present in rural central Mexico. Life in the mountains continues as it has for hundreds of years; yet, something is afoot. Maria enjoys her tamales, stitches artisanal goods and helps her family with their milpa as she always has. But, she also solves local problems, from the bottom-up, through a novel program linking citizen education, community organizing, and micro-economic projects. Here, we outline the life of an indigenous woman combatting inequality with the Mexican NGO PSYDEH in 2018.

Why an animated lesson, now?

At least 65% of people are visual learners. What we see impacts what we hear (see The McGurk effect). Presentations using visual aids are found to be far more compelling than those without them.  Moreover, as Andrew Stanton says in his powerful TedTalk “The clues to a great story“, “We all love stories. We’re born for them… [They] can cross the barriers of time, past, present, and future, and allow us to experience the similarities between ourselves and others, real and imagined.”

PSYDEH thus increasingly focuses on the narrative as a tool for inspiring action among disparate groups. As Damon Taylor, PSYDEH Senior Advisor, states, “We know that stories bind us, they define who we are and what people think of us. PSYDEH, therefore, needs to expand our visual teaching and marketing tools to include narrative-oriented Animation.

Our first animated lesson is directed by art student Olivia Taylor, a 3rd-year student at the Savannah College of Art and Design in the USA majoring in animation (See this video interview with Olivia).

  • The lesson is in Spanish with English subtitles. Its sister video in English with Spanish subtitles is set for release by end-of-December.
  • This lesson will soon be followed by 10 short animated trailers designed for social media, each of which captures a key theme discussed in the lesson.
  • Resources permitting, PSYDEH will create a second lesson by the 3rd quarter of 2019.