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Scaling impact through organisational clarity

Pop Up Consulting: Aminata Maternal Foundation​

Pop Up – Aminata Maternal Foundation​
Client Aminata Maternal Foundation​
Region Australia
Sector Public Sector, Health and Not For Profit
Offering Organisation Design
Themes
Pop Up Consulting
Testimonial

The Challenge

Aminata Maternal Foundation (AMF) is an Australian not-for-profit organisation dedicated to ending infant and maternal mortality in Sierra Leone – one of the most dangerous places in the world to give birth and where there is a critical shortage of maternal health professionals with fewer than 800 midwives and 10 obstetricians in the country. ​

AMF focuses on safe delivery, quality maternal health services, and empowering women through education and sustainable community development to create lasting change. Despite its strong impact and network of supporters, AMF needed to strengthen its long-term vision, build the structure and resources required to scale its programs globally, and develop a clear strategy to secure and convert goodwill into sustainable funding.​

Our Approach

The Q5 team collaborated with AMF through a series of three facilitated Pop-Up sessions, each designed to address key strategic challenges:​

  • Define a clear mission and strategic priorities to guide AMF’s future growth:  Using theQ5 MetroMap methodology, the team identified what is working well and what needs to change. Activities included a “magic and baggage” exercise to identify what to retain versus let go, and a value chain mapping exercise to clarify the sequence of activities required to deliver AMF’s mission. ​
  • Build the organisational structure and capabilities needed to scale programs worldwide: Focused on organisational capabilities and roles, clarifying who does what (now and in the future) to inform resourcing needs. The session also assessed effort requirements, identified ways to support roles for success, and highlighted critical enablers to achieve AMF’s objectives.​
  • Effectively engage stakeholders to convert goodwill into reliable, long-term function: The final session concentrated on language and narrative, helping AMF refine how to tell and tailor their story for different stakeholder groups. This reinforced the importance of effective communication in strengthening credibility and engaging funders, partners, and new staff.​

Key Outcomes

  • Shared understanding and alignment: The team developed a unified view of AMF's mission critical activities and future priorities, creating alignment on where to focus over the next 6–12 months.​
  • Stronger capability planning and resourcing plans Clarity of who does what and how skills can be best leveraged have enabled the team to plan for sustainable funding and growth. Aminata can now prioritise her time on high-value activities, while the team has identified opportunities to uplift or bring in specific skillsets as required, and reduce overall reliance on Aminata for fundraising and mission delivery.​
  • Refined organisational narrative: AMF has the communication frameworks and messaging tools that build credibility, inspire confidence among stakeholders, and strengthen fundraising efforts by clearly articulating their story and impact.​

What our clients say about us

"Working with the Q5 team has been an exceptional and deeply motivating experience for all of us at the Aminata Maternal Foundation. Their professionalism, integrity, and genuine commitment to understanding our purpose shone through every step of the journey.​ Q5 didn’t just guide us through a strategic process, they helped us see our vision with greater clarity and unity, shaping a powerful path forward for mothers and babies in Sierra Leone. We are profoundly grateful for their excellence, insight, and heart."​

Aminata Conteh-Biger – Founder & CEO, Aminata Maternal Foundation​
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