Strengthening Midwifery Through Digital Skills: SOMSA’s Journey With the ICM BRIDGE Lightful Programme
By Dr Margreet Barnardt from the Society of Midwives of South Africa
The Society of Midwives of South Africa (SOMSA) has taken major steps to strengthen its digital presence and improve how it engages with members, the public, and advocates for the profession. Supported by a grant, part of the ICM’s Lightful BRIDGE (Building Resilience in Digital Growth and Engagement) training programme, we have built new skills, modernised our online tools, and created a more sustainable way of working. The Lightful programme is a comprehensive, 6-month course designed to equip midwives’ associations with the digital skills and confidence to become more resilient and deliver greater impact.
Before forming part of this programme, our digital presence was minimal, limited to an outdated website and a closed Facebook group. This restricted visibility and contributed to a decline in member confidence and renewals. Recognizing the urgent need for change, our new Executive Committee took immediate action, creating a new Facebook Page, an Instagram account, and a LinkedIn profile to share regular updates. While these steps slightly restored our visibility, the ICM BRIDGE Lightful programme truly inspired us to dream bigger.
Elevating Our Digital Capacity
The BRIDGE programme and the grant were instrumental in our digital overhaul. The funding allowed us to move beyond basic social media updates and implement a professional, comprehensive digital strategy. We used our newfound skills in content scheduling, storytelling, and tools like Canva to create engaging content across all our social media platforms. The grant also enabled us to hire a professional designer for new branding assets, including a high-resolution logo, letterheads, email signatures, and banners, which immediately elevated our brand’s professional image.
A key part of our transformation was the complete upgrade of our website. We secured a service provider to build new functionalities like secure online member registration, event booking, and a dedicated donation page. This streamlined process has significantly reduced our administrative burden and improved the member experience. We also set up a Mailchimp account to build a database of over 500 contacts, allowing us to run targeted email campaigns and send out quarterly newsletters.
Putting New Tools into Practice
The ultimate test of our new digital capacity was the organization and dissemination of our annual congress. By leveraging our upgraded website for registrations and using Mailchimp for marketing campaigns, we were able to successfully manage the entire event ourselves, without needing an expensive external provider.
The congress, held in Johannesburg, was a success with over 100 participants. It not only provided an invaluable learning and networking opportunity for South African midwives but also generated much-needed funds, proving the project’s direct impact on our financial sustainability.
Takeaways
We’ve learned valuable lessons throughout this journey. As a volunteer-run organization, we discovered the power of the “good enough” mindset, prioritizing consistent engagement over perfection. We also learned the importance of proactive teamwork and clear responsibilities to ensure all tasks are addressed effectively.
The sustainability of this project was a primary concern, and we’ve taken steps to ensure our gains are long-lasting. We have institutionalized our knowledge by creating a centralized Google Drive with Standard Operating Procedures (SOPs) for key tasks. The professional branding assets we created are durable and reusable, serving as a long-term investment. Most importantly, we have created a new, dedicated role on the Executive Committee for a member with strong digital skills to oversee our online presence and train future leaders.
Looking Forward
Building on this strong foundation, we plan to further elevate our digital engagement by using data to refine our communication, organize our next annual congress even more efficiently, and use our skills to grow provincial chapters and launch a national advocacy group. This project has not just transformed our digital presence; it has empowered SOMSA to become a more visible, effective, and engaged organization for years to come.
