Swiss Tomato Hosts 5th Annual NGO Roundtable Breakfast: Insights on Winning Digital Strategies for NGOs 

On the morning of the 7th of November Geneva’s Spaces Co-working Office was filled with energy as more than 30 participants gathered for the 5th annual NGO Roundtable Discussion Breakfast hosted by Swiss Tomato an award-winning web and app agency specialising in NGOs. The event provided a platform for professionals to explore the latest trends and strategies in digital communication, with insights from three distinguished speakers:  

– Dougal Thomson – Head of Communications, Alliance for Financial Inclusion  

– Genna Ingold – Head of Communications, Kofi Annan Foundation  

– Norbert Racsko – Co-founder of Swiss Tomato  

From 8:45 to 10:00 am the lively discussion centred around how NGOs can harness digital tools to amplify their impact, engage audiences, and streamline their operations.

Key Findings: Winning Digital Strategies for NGOs  

1. The Power of Storytelling  

One of the most resonant themes of the morning was the importance of storytelling. NGOs, as mission-driven organisations, must leverage their ability to tell compelling stories. Sharing narratives about individual beneficiaries or on-the-ground efforts can transform abstract, large-scale initiatives into relatable and emotionally engaging stories that inspire donors and supporters.  

As Dougal Thomson put it:  

„A great story doesn’t just inform; it connects. It’s our bridge to the world outside.“  

2. Flexible Digital Tools for Seamless Content Creation  

In a fast-paced digital environment, having flexible tools to produce and manage content is essential for NGO communication teams. These tools allow organisations to save time and resources while maintaining a professional and consistent presence across platforms. The right technology empowers communication teams to focus on the message rather than wrestle with technical limitations.

3. Embracing AI for Content Creation  

AI is no longer a futuristic concept; it’s a practical tool that can benefit NGOs‘ approach to content creation. The speakers highlighted tools such as ChatGPT, video creation software, and voice-over tools, which enable communication teams to:  

– Write blog articles quickly.  

– Create videos with professional-quality narration.  

– Automate repetitive tasks, freeing up time for strategic work.  

The consensus was clear: NGOs must dedicate time to learning these tools to remain competitive in an evolving digital landscape.  

4. Elevating Communications as a Strategic Function  

One of the most compelling insights of the event was the need for NGOs to reposition their communication teams as strategic partners, not just service providers. Involving communication professionals in organisational strategy from the outset ensures that their work aligns with broader goals, making them integral to decision-making processes.  

Genna Ingold highlighted this point by stating:  

„Communication is not just about telling the world what we do; it’s about shaping how we do it.“  

A Shared Commitment to Innovation

As the event concluded, participants expressed their appreciation for the actionable insights shared by the speakers and the opportunity to connect with peers facing similar challenges. Norbert Racsko from Swiss Tomato summed up the morning perfectly:  

„For NGOs, the digital world offers unprecedented opportunities to connect with audiences and drive change. But to succeed, we must continually adapt, learn, and innovate.“

This year’s roundtable showcased Swiss Tomato’s dedication to helping NGOs succeed in the digital age. As the breakfast wrapped up and attendees headed back to their daily work, they left with fresh ideas and practical strategies to take their missions to the next level.