Building a Strong Brand Strategy for ChildFund
Understanding the key attributes of successful brands like distinctiveness, trust, pervasiveness, relevance, and consistency is crucial for ChildFund to enhance its brand image. Focusing on sponsor retention, fundraising, advocacy, and awareness can help prioritize organizational goals. Being true to the mission, inspiring others, and aligning with the theory of change are essential criteria for brand success.
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Presentation Transcript
VISION Great Brand Great products Increased Sponsorships/ Revenue Great marketing Sustained Marketing Capability
WHAT IS A BRAND? Brand is comprised of: : Associations Perceptions Images Lets look at what makes great brands great
PERVASIVE BRANDS PERVASIVESNESS RELEVANCE DISTINCTIVENESS CONSISTENCY TRUST c
RELEVANT BRANDS Image result for facebook logo Image result for world vision logo Image result for Cordell and Cordell logo Image result for AARP logo Image result for MADD Logo PERVASIVESNESS RELEVANCE DISTINCTIVENESS CONSISTENCY TRUST
DISTINCTIVE BRANDS The Original The real thing Reliability Logistics PERVASIVESNESS RELEVANCE DISTINCTIVENESS CONSISTENCY TRUST
CONSISTENT BRANDS PERVASIVESNESS RELEVANCE DISTINCTIVENESS CONSISTENCY
TRUSTED BRANDS PERVASIVESNESS RELEVANCE DISTINCTIVENESS CONSISTENCY TRUST
FOR CHILDFUND? Which attribute(s) are most important for us? Distinctiveness Relevance Trust Pervasiveness Consistency
SOME PERSONAL CONVICTIONS: Brand is about strategy. Strategy is about choice, and choice is hard Everything communicates Great brands inspire The first step toward relevance is a choice about targeting It s not important that everybody likes us. I d rather have a smaller audience that LOVES us.
Questions Distinctiveness, Trust, Pervasiveness, Relevance, Consistency: Among these attributes, what are the strongest levers for the ChildFund brand? What organizational priorities are most important for the ChildFund brand to address? - Sponsor retention - Bolsters fundraising - Supports Advocacy - Increases awareness What other criteria are important? True to the work - Aligns with the mission Inspires - Aligns with theory of change
Possible Brand Positionings for ChildFund
The Organization that gives voice to children What might it look like? Children s voices become the voices of ChildFund. Appeals are made by/ authored by children. Children attend meetings with elected representatives In social media, children s voices tell the stories of what s happening in their lives and communities Crews of children/youth shoot video and produce PSAs, videos, short stories, etc. ChildFund shines a spotlight on child-connections Our On Hold and other recorded messages use children s voices/songs Why would we choose that positioning? It s consistent with our mission and vision Ties nicely with the sponsorship communication product It fills a historic programmatic blind spot in our sector It links to Child Friendly Accountability Lends itself to powerful pieces of communication (raw, honest, compelling) It s differentiating Builds on the core desire of many sponsors to involve and educate their own Children
The Organization that gives voice to children Risks/Weaknesses Risks leaving the donor out of the equation Might be hard for communications not to sound contrived/manipulative Sponsorship might not be a perfect fit Language translation challenges May not make us more relevant to those making the donating decision For some audiences, we might seem less serious Doesn t really point us to a specific audience for support Implications if we go that way Communication likely to become more expensive We have to practice this consistently (daily) The field has to consistently capture and distribute/amplify children s voices Questions that d need to be answered Does the child voice help or hurt fundraising/advocacy? Can we execute it? It may be differentiating, but does it propel us toward the achievement of key outcomes
The Organization committed to ending violence against children What might it look like? Might require us to use cringe-worthy images and messages We communicate global stats Greater advocacy emphasis Sponsor communications will need to amplify the issues ChildFund provokes outrage in order to secure engagement Messaging on topics like GBV, FGM, corporal punishment, bullying, early marriage Interventions like VSLs, education, WatSan, etc get framed according to how they make children safer Why would we choose that positioning? Supports a strategic priority Makes our brand more issue-focused Might put us on the cutting edge of the development community Differentiates Might add urgency and emotion to our message Broadly, everyone can get behind ending violence to kids
The Organization committed to ending violence against children Risks/Weaknesses Does it align with sponsorship? Is it too narrow? Can we fundraise for it? Does it pit us against the people we re trying to help? Could make us sound judgmental Implications if we go that way We have to become THE global expert (studies and publishings) Might it require us to de-emphasize Lifestage 3 programming? Questions that d need to be answered Do donors believe we can effect the issue? Is this more a campaign than an enduring brand positioning? Does the issue make the developing world less sympathetic? Who s the target audience? Is the disconnect too great between traditional development programming and this kind of work?
The Organization that represents the will of parents everywhere What might it look like? Leans on the notion of parental responsibility to make things better for children Pushes the idea that injustice anywhere diminishes us all Includes an educate your kid component Messages about the kind of world we want our children to inherit from us Frames the plight of children through the lens of a parent As a parent, I want all children to be safe, healthy, learning and hopeful Why would we choose that positioning? Offers us an ownable audience, increasing supporter relevance Lends itself to partnerships and alliances. Suggests that there s somebody for whom we speak Makes messaging about adult targeted program interventions (eg VSLA, etc) make more sense Feels a bit more movementy . Can imagine rallies, etc. Might bring Sponsor a Mom into play Fits nicely with existing Sponsorship audience Acknowledges the parents role in our sponsored communities
The Organization that represents the will of parents everywhere Risks/Weaknesses emphasizing what adults want for children Loss of support from non-parents Done poorly, it could de-emphasize what the child wants for herself, instead Implications if we go that way Might force the inclusion of letters from sponsored parents Questions that d need to be answered What partnerships does this make possible?
The organization connecting families to help children everywhere What might it look like? Instead of sponsor-to-child 1:1 relationship, both families are included photos, etc Change DFC to DFF (family) Voices of parents Possible family meeting family travel? (A new spin on Spring Break). Why would we choose that positioning? Already matches our participant reach, which includes all family members of Sponsored and enrolled children Parents can include their own children in the relationship building and communications process DFCs make more sense the money goes to the parent(s) more than sponsored child can benefit.
The organization connecting families to help children everywhere Risks/Weaknesses A family unit may not seem as vulnerable/sympathetic as a child ChildFund name? Requires DM and other messages to appeal to more than just adults of household Diminishes individuals (without families) as potential sponsors Is this more of a product than a brand? Implications if we go that way Parents/other siblings may ease the burden of the communications requirement on sponsored child Possible expansion of lifestages to include parenting (or as an additional focus of Lifestage 3) Questions that d need to be answered Does this affect sponsorship numbers? I think only one child per family today is eligible but need to check. Does this increase community engagement?
The organization empowering moms everywhere to create Better futures for their children What might it look like? Moms share their stories Sponsoring experience shared by Mom and her children. Sponsor a mom? Mom2Mom conferences in major donor centers or even in our communities Mom2Mom instead of Face2Face (we use Moms to recruit sponsors) Celebrity moms as ambassadors. Partnerships with Moms clubs and organizations Why would we choose that positioning? Moms are the main caregivers of children in our communities. Moms identify themselves as moms and identify WITH other moms Mothers have a lot in common, regardless of their circumstances built-in empathy if we focus on the similarities Very clear targeting opportunities. Strong relevance to the target audience. Many existing sponsors are moms. Moms are often the gatekeepers of the checkbook (>65% of donors) Moms have gotten really good at mobilizing in terms of advocacy.
The organization empowering moms everywhere to create better futures for their children Risks/Weaknesses Could step on the voices of children. Moms aren t nearly as cute as their kids. Moms may be judgmental of other moms Moms already think of themselves as too busy Potential loss on non-mom sponsors Implications if we go that way Does this erode sponsor comms with children? Does it become moms talking to Moms? Questions that d need to be answered How does our org empower moms HERE to create better futures for kids -- not just US Program but also non-program kids. How do we serve them? Are mainstream moms interested? Does empowering moms naturally empower their children?
The organization that helps kids by encouraging and celebrating social good (the basic humandoing idea) What might it look like? Before receiving an appeal, prospects are invited to celebrate those who help others ChildFund tells stories not just about the help received from sponsors, but also about people helping each other out in our communities, especially kids. Feel good moments Programming that encourages community members to give back to others in their own community or another community. (In Indonesia, one village decided to send their purification of water packets to another village that was even harder hit by the rain/mud season. More like a movement of global responsibility for each other Why would we choose that positioning? Differentiated from the traditional bad news INGO approach Feel-good stories may encourage others to help out Positions children and these communities less as victims and more empowered
The organization that helps kids by encouraging and celebrating social good (humandoing) Risks/Weaknesses A two-step approach to growing sponsorship Enough good news? Stories of people helping themselves and each other may not feel like need Contradicts traditional truisms regarding fundraising strategy (donors give where they see need) Implications if we go that way Always looking for the potentially viral moment Current events play an important role Content collection becomes even more of a central component/process Possibly telling the good news from other orgs, movements Questions that d need to be answered Can this create sponsorship and donations? Who s the audience?
Possible Brand Positionings for ChildFund 1. The organization that gives voice to children 2. The organization committed to ending violence against children 3. The organization representing the will of parents everywhere 4. The organization connecting families to help children everywhere 5. The organization empowering moms everywhere to create better futures for their children 6. The organization that helps kids everywhere by encouraging and celebrating social good
