Public Sector Transformation

Edmaaj conducted a Target Audience Analysis for Friedrich Naumann Stiftung (FNF) to define and better engage uneducated youth and three additional sub-target groups in Jordan. The assignment aimed to identify key challenges facing each group and develop sustainable, audience-specific solutions to inform FNF’s outreach and programming strategies.

The process began with an extensive desk review of secondary sources to map the social, economic, and behavioural dimensions of the target audiences. Edmaaj facilitated key informant interviews (KIIs) with FNF team members to incorporate internal insights and field experience. Youth-focused workshops were conducted to support problem analysis and persona identification.

Based on the findings, Edmaaj developed four detailed Persona Maps, each representing a distinct sub-target group, along with an analysis of their challenges, motivators, and barriers. The final deliverable included a comprehensive report with actionable recommendations to enhance FNF’s engagement strategies and messaging frameworks.

Edmaaj developed a Digital Transformation and Digital Identity Manual for Friedrich Naumann Foundation (FNF) as part of the Naumann TechTalk Project. The manual was designed to support civil society organizations (CSOs) and individuals in Jordan in understanding and adopting digital transformation practices, while building secure and functional digital identities.

The manual covers key topics such as the principles of digital transformation, implementation strategies within CSOs, digital identity development, cybersecurity, and global best practices. Edmaaj conducted research and content development, creating detailed step-by-step guidance supported by real-world case studies and practical tools.

To ensure usability and relevance, Edmaaj collaborated closely with FNF to align the manual with organizational goals and audience needs. The final product is a user-friendly, comprehensive guide that contributes to the digital readiness and resilience of civil society in Jordan.

Edmaaj provided technical assistance for the “Qudra 2 – Resilience for Refugees, IDPs, Returnees, and Host Communities” project, implemented by AECID in response to the protracted Syrian and Iraqi crises. The project aimed to strengthen the capacities of local governmental institutions and civil society organizations by ensuring that Local Development Units (LDUs) developed responsive and inclusive work plans in six municipalities: Basilieh, Sarhan, Hosha, Mafraq Great Municipalities, Rihab, and Manshiah Bani Hassan.

Edmaaj applied a participatory approach to ensure alignment with community needs. The consultancy included a desk review of national and international documents, key informant interviews (KIIs), and focus group discussions (FGDs) with stakeholders, including representatives from the Ministry of Social Development (MoSD), CSOs/CBOs, and international partners such as Italian NGOs and non-government agencies. Based on the collected data and stakeholder feedback, Edmaaj submitted a final report with actionable recommendations validated by AECID to support inclusive local development planning.

Edmaaj led the development of a Community-Based Inclusive Development (CBID) National Strategy for the Higher Council for the Rights of Persons with Disabilities (HCD) in Jordan, with funding support of the CBM. The strategy aimed to promote the full inclusion of persons with disabilities in social, economic, and political life through a five-year national framework grounded in CBID principles.

Edmaaj conducted a comprehensive desk review and led inclusive data collection, including KIIs with government and service providers, FGDs with persons with disabilities, caregivers, CSOs, and OPDs, and participatory workshops with stakeholders from ministries, the private sector, and international partners. Activities spanned multiple regions to ensure contextual relevance and diversity of input.

The final deliverables included a national CBID Strategy, an operational action plan, and an M&E framework aligned with international best practices and Jordan’s national priorities.

Edmaaj provided youth advocacy and training support for Plan International to empower young people, CSOs, and Scout Leaders in Jordan. The project aimed to enhance access to education, employment opportunities, and protection through targeted advocacy and capacity-building efforts.

Key activities included the development and delivery of advocacy training modules, facilitation of interactive training workshops, and provision of tailored capacity-building support. Edmaaj conducted a desk review, stakeholder mapping, focus group discussions (FGDs), and key informant interviews (KIIs) to inform content design and engagement strategies. Feedback collected throughout the process was used to refine training approaches and advocacy tools. The project strengthened the ability of youth and community leaders to design and lead impactful advocacy initiatives.

Edmaaj supported the capacity development of 25 civil society organizations (CSOs) from Yemen to design and implement impactful advocacy campaigns. The campaigns addressed key thematic areas including access to education, protection of civic space, climate change, and transitional justice. In addition to a comprehensive training program delivered in Amman, Edmaaj provided tailored mentorship and coaching sessions to guide each CSO in formulating effective advocacy strategies aligned with their local priorities and contexts.

Edmaaj delivered Phase I of the Corporate Diplomacy (CD) Training under the USAID Makanati Program in Jordan. The project aimed to strengthen the capacity of local committee members—including government representatives, private sector actors, CSOs, and community leaders—to build trust and facilitate collaboration between private sector firms, local communities, and public institutions.

The training focused on a range of critical topics, including stakeholder mapping and analysis, engagement planning, risk and reputation management, negotiation and advocacy skills, acquiring social licenses, and influencing policy change. Edmaaj designed and delivered training materials tailored for in-person delivery and conducted outreach across diverse sectors. A total of 244 participants engaged in the training sessions held across Jordan, and surveys were administered to collect feedback and assess outcomes.