Change.org is closing its Kenyan offices after two years citing barriers in strategy saying its campaign strategy has been stretched too thin.
Further the company has said it has witnessed little brand or growth marketing expertise with the office not having enough resources to create a “more powerful product.”
The company says that it has resulted to the difficult decision to reduce its difficult footprint and shift from campaigning to marketing expertise and part ways from its Kenyan staff.
“Despite our potential for impact over the past 2 years our core metrics – including victories have declined by an average of 50%. This reality calls for a different strategy than the one we’ve been pursuing – one focussed on increasing the power of petitions through a more powerful product, and increasing the number of petitions through brand and growth marketing,” the organization told its employees.
Change.org however states it is financially stable despite a flat growth in its Kenyan revenue growth.
To this end the organization through a memo to its employees contradicts itself that it requires no reduction in its overall costs but says it needs to redistribute its resources.
Further the company says the redistribution is not related to its employees’ performance most of whom have since been rendered jobless.
“No this restructuring is entirely a strategic decision for the company and does not reflect on you or your performance in any way. Those that are leaving have contributed so much to the order to address these barriers to our impact and growth.”
The closure of the local office comes months after the organization was sued by its former country director Muthoni Maingi citing wrongful dismissal and gender bias.
In her court submissions Ms Muthoni argued that no reasons were offered for her redundancy as per the law and wants the court to compel the organization to pay her 12 months’ salary as per the Kenyan law.
The former employees will however benefit from a separation payment including six months of extended private healthcare and extended well-being being support.
Change.org says its “suspending its support” to its Kenyan office alongside its Nigeria, South Africa India, the smaller Latino markets and Russia which it names its most challenging non-democratic market