4.2.4. Organisational

Organisational factors include the organisation responsible for developing and implementing the AGI initiative and the kind of support an initiative receives. Initial funding and ongoing financial capital for maintenance, management, and information sourcing are vital for AGI initiatives. Monetary uncertainty may result in premature cessation of an initiative. Funded by a university competition prize, Radio Monsoon was received very positively by village fisherman and the local forecasters. However, the initiative ceased after two years of operation, as funding was no longer available [76]. Many of the reviewed initiatives were developed by universities and funded by external grants/agencies which resulted in uncertain or short-term initiative lifespans (<5 years) and funding unpredictability. This is problematic for climate change adaptation as climate impacts and building livelihood resilience occur over longer timeframes and multiple generations. Programs that are supported financially and in-kind by multiple sources congruently, including through local and international partnerships with the private sector, governmen<sup>t</sup> agencies, non-governmen<sup>t</sup> bodies, and the research sector, such as FDSS, and with a clear business model to manage these funds, appear to have greater success and longevity through decreased pressures of financial insecurity.

Reaching and maintaining users is essential for the success of any AGI initiative. Product marketing is imperative to reach users of relevance, and to raise awareness of initiative existence and accessibility. IFFCO Kisan Agriculture App utilised an existing mobile phone service with relevant potential users to target uptake. Search engine optimisation and social media sites can also provide effective and affordable marketing tools [67], but accessibility to these technologies and services is reflective of farmer socio-economic development levels. The IFFCO Kisan Agriculture App social media marketing strategy was augmented by the addition of local celebrity endorsements. GSMA [59] describe marketing and user retention challenges linked to brand identity and loyalty. Airtel Kilimo is provided to farmers through Kenyan mobile network provider Airtel, and multiple ownership, name and brand changes of Airtel have negatively impacted customer loyalty, and thus initiative uptake. Conversely, good reputation and high organisational trust can foster the success of AGI initiatives through user loyalty, sharing of positive experiences and promotion to other farmers (e.g., Tigo Kilimo).

#### **5. Future Potential of AGI**

We reflect upon the results and cross-cutting themes discussed above to recommend future avenues for ensuring successful adoption of AGI initiatives by smallholders for climate change adaptation and mitigation.
