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International Human Rights Organization Partners with Small NGO for Global Campaign to Ban the Practice of FGM.
Sectors
Focus:
Geographic Focus:
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Alimatu Dimonekene, MBE (centre) and some of the 50 leaders at a stakeholder mobilization / thank you brunch in Sierra Leone.
Alimatu giving Media Interviews
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Alima Dimonekene, Founder and CEO of A Girl at a Time, has been an international human rights advocate for 30 years advocating for ending the barbaric practice of female genital mutilation (FGM). A Girl At A Time is operates in the UK and Sierra Leone, Africa.
Context
In 2025, Randy Shawn Fisher, CEO of Customer Discovery Pros and Startup Investors Lab, met Alimatu Dimonekene, MBE via a USAID call on investment readiness in public health. Randy offered to coach Alimatu on how to use evidence-based Customer Discovery Method to achieve better partnering and fundraising outcomes.
Initial Process
The process involved a series of coaching sessions for Alimatu to learn about Cusstomer Discovery Interviewing - beyond her own storytelling - and to learn about the goals and priorities of donors and partners. A process was developed to collaborate, share knowledge and build on each other's strengths. Alimatu learned about the language of business / corporate development and how to position her "ask" to be aligned with key stakeholders and leverage her knowledge, insight and networks.
After our initial mentoring and coaching work together, Alimatu provided the following testimonial.
Context
In 2025, Randy Shawn Fisher, CEO of Customer Discovery Pros and Startup Investors Lab, met Alimatu Dimonekene, MBE via a USAID call on investment readiness in public health. Randy offered to coach Alimatu on how to use evidence-based Customer Discovery Method to achieve better partnering and fundraising outcomes.
Initial Process
The process involved a series of coaching sessions for Alimatu to learn about Cusstomer Discovery Interviewing - beyond her own storytelling - and to learn about the goals and priorities of donors and partners. A process was developed to collaborate, share knowledge and build on each other's strengths. Alimatu learned about the language of business / corporate development and how to position her "ask" to be aligned with key stakeholders and leverage her knowledge, insight and networks.
After our initial mentoring and coaching work together, Alimatu provided the following testimonial.
Testimonial - Alimatu Dimonekene, mbe
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Since I’ve worked with Randy, I have gained so much insight into how NGOs like mine can bridge the gap between my vision and activities advocating for women and better health outcomes - and speaking the language of funders who want to make a difference.
Randy is an incredible mentor, and his commitment to helping me succeed is very motivating and inspiring. I’ve become more confident - and even though I am the founder of an NGO, I now see that I can be entrepreneurial too! Through my collaboration with Randy, I’m learning the true importance of being investor-ready. By embracing the proven method of customer discovery, I’ve had many “Eureka” moments! |
Alimatu Dimonekene, MBE
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An opportunity for change
In August 2025, Alimatu invited Randy to attend a Zoom meeting with Avaaz, an international human rights organization. At the time, we did not know much about the organization or the nature of their inquiry. Later, we found out they had 70 million members in 194 countries and mobilized influence and advocacy campaigns.
Randy and Alimatu prepped for the meeting by using a Customer Discovery approach - listening for Avaaz's needs and priorities. We expressly avoided the telling Alimatu's story of human rights activism / women's rights.
We learned what was important to Avaaz, and what the opportunities were for collaboration and partnering - and early wins.
Randy and Alimatu prepped for the meeting by using a Customer Discovery approach - listening for Avaaz's needs and priorities. We expressly avoided the telling Alimatu's story of human rights activism / women's rights.
We learned what was important to Avaaz, and what the opportunities were for collaboration and partnering - and early wins.
Avaaz / a girl at a time petition to ban fgm
The wording of the petition was:
"To President Julius Maada Bio and all Members of Parliament, Sierra Leone: As citizens from around the world, we are appalled that Sierra Leone’s law allows the cutting of girls’ genitals. We urge you to immediately implement the ruling of the Court of Justice of the Economic Community of West African States (ECOWAS), revise the Child Rights Act of 2025, and ban FGM. Protect the girls who haven’t yet been cut!"
"To President Julius Maada Bio and all Members of Parliament, Sierra Leone: As citizens from around the world, we are appalled that Sierra Leone’s law allows the cutting of girls’ genitals. We urge you to immediately implement the ruling of the Court of Justice of the Economic Community of West African States (ECOWAS), revise the Child Rights Act of 2025, and ban FGM. Protect the girls who haven’t yet been cut!"
Benefiting from Alimatu's experience
Avaaz wanted Alimatu's moral leadership, insights and on-the-ground leadership for the following:
- to support a global campaign and deliver a petition to ban FGM
- to position the campaign with local context and respect Sierra Leone's culture
- to develop key messages that would resonate not alienate people in Sierra Leone
- to inform, reassure and mobilize local influencers, VIPs and Parliamentarians
- to shift the narrative from culture to the President joining the 'Modern Family of Nations'
smart beginnings: Exceeding expectations
Positioning for a Relationship with Avaaz, Not a Transaction.
Alimatu and Randy eagerly committed to developing a brief document outlining the language to effectively communicate with the President and his Advisors. We wanted to demonstrate our seriousness as a strategic partner and promised a 2-day turnaround because of the urgency.
We exceeded Avaaz's expectations by keeping to our word. This increased our credibility, and demonstrated our integrity.
It also positioned us as an effective, strategic partner.
Alimatu and Randy eagerly committed to developing a brief document outlining the language to effectively communicate with the President and his Advisors. We wanted to demonstrate our seriousness as a strategic partner and promised a 2-day turnaround because of the urgency.
We exceeded Avaaz's expectations by keeping to our word. This increased our credibility, and demonstrated our integrity.
It also positioned us as an effective, strategic partner.
using customer discovery and a business mindset
"Randy - your business and marketing experience were critical to our success, said Alimitu.
I couldn't have done it without you - nor would I want to.
"The Customer Discovery enabled the magic to happen."
I couldn't have done it without you - nor would I want to.
"The Customer Discovery enabled the magic to happen."
Responsiveness and speed to market
Avaaz's Campaign Manager and Legal Director expressed their surprise and excitement, noting our speed and responsiveness, our local insights and culturally-sensitive nature of the messaging.
This enabled Avaaz to move forward quickly with the global petition and take advantage of current events.
This enabled Avaaz to move forward quickly with the global petition and take advantage of current events.
Sierra Leone's leadershipTaking Advantage of Sierra Leone's African Leadership and Global Profile
The global petition urged the President of Sierra Leone to immediately implement the ruling of the Court of Justice of the Economic Community of West African States (ECOWAS), revise the Child Rights Act of 2025, and ban FGM. Protect the girls who haven’t yet been cut!" Notably, President Bio is the Chairman of the Economic Community of West African States (ECOWAS). Sierra Leone was also was elected as a non-permanent member of the UN Security Council for the 2024-2025 term. It also held the Council presidency in August 2024, using this term to advocate for enhanced African representation and justice on the Council and focus on issues such as conflict prevention and the maintenance of international peace and security. The country's presidency included leading a high-level debate on addressing historical injustices and increasing Africa's voice within the Security Council. Source: https://media.un.org/photo/en/asset/oun7/oun7988634 |
Economic Community of West African States
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rapid deployment - on the ground in sierra leone
Things began moving very quickly. Within 1 week - Alimatu was on the ground in Sierra Leone for 10 days.
Avaaz contracted Alimatu for the following activities:
Avaaz contracted Alimatu for the following activities:
- Delivered the global petition to the President
- Prepared the groundwork for an advertising campaign to continue to influence the President and his Advisors.
- Developed culturally-appropriate messaging
- Hosted and organized a brunch of 50+ activists to strategize next steps
- Expressed the international community's solidarity to ban FGM
- Shared Avaaz's authentic and heartfelt Appreciation Story video (instead of post-it-notes)
- and more...
History in the makingAlimatu speaks about the significance of the strategic partnership with Avaaz and the global campaign to end FGM:
"This is what we've been waiting for, for a long, long time (30 years)! It's a massive milestone. It's breathtaking. We've made history." |
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results
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Heartfelt Appreciation and Solidarity Video Message from
Avaaz Project Manager, Ban FGM Campaign Read the transcript! |
Benefits / Outcomes
- A new strategic partnership with a global impact organization
- Increased reach and new relationships with NGOs and partners.
- Better engagement with stakeholders / on-the-ground activists - leading to faster mobilization
- New sources of revenue.