World Vision UK provide life-changing support to four million vulnerable children around the world – including nutrition, clean water and education. The charity raise most of their funds by giving donors the chance to ‘sponsor a child’ – but sponsorship’s appeal seemed to be waning.
World Vision UK invited us to take a look at their data on patterns and sources of support gathered over many years. Our analysis revealed that they were disproportionately targeting a single demographic group, via a single channel. As such they were missing out on valuable sources of revenue – including new sponsors. At an intense, focused half-day ‘Black Box’ workshop, we explored the data together.
The analysis demonstrated to the senior stakeholders that they could take a dramatically different approach. So they asked us to help them develop their marketing and fundraising strategy as an element of a five-year organisation-wide transformation. The new plan included targeting new demographic groups, like young families, likely to feel an affinity to World Vision’s cause – and who use digital channels on a regular basis.
We also developed a bespoke modelling tool for World Vision UK. It makes it easy to assess the impact of the new strategy. And they can test new products, different target donors and mixes of channels – alone or in combination. That means they can identify the best ways to hit fundraising targets.
Our business intelligence and analytics expertise and in-depth knowledge of the sector has helped kick-start a transformation in marketing and fundraising strategy to get donations growing again. For the millions of children who need support, that’s great news.
"Spending on external consultants is often frowned on in the charity sector. But our collaboration with PA took us forward in leaps and bounds. Sharing our data with PA meant we needed to put our faith in them from the start. And it paid off. At the data workshop, for example, we learned more from our data in three hours than we could have discovered in three months working alone. ”
Steve Wood, Director of Marketing & Communications, World Vision UK