Transforming ChildFund: Solving Brand Challenges in Advocacy Sector
ChildFund, facing challenges as an undifferentiated brand in a competitive advocacy sector, is focusing on distinctiveness, relevance, trust, pervasiveness, and consistency in brand development. By emphasizing relevance and brand attributes, they aim to increase grants, partnerships, and fundraising opportunities, becoming a leading voice in advocacy.
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Our Brand Development Process Q4 FY19 Decisions made Marry Brand to Product Reshape acquisition & media strategies accordingly Develop creative manifestations Develop Brand guidelines Execute and Refine Q1 FY19 Explore program fit Develop complimentary messages Research message resonance with target audiences Confirm motivation factors for current sponsors Test messages in Digital media COMPLETED Determine most desired brand attributes Develop positioning alternatives Socialize internally Narrow choices Refine Q2 & Q3 FY19 Test 2 campaigns in marketplace
What problem are we solving for? For private F/R today, ChildFund is: An Undifferentiated Brand In a Crowded Sector That Isn t Necessarily Relevant to Any Particular Audience In Advocacy, we re a small but credible voice Our Grants revenue is in decline But . .we are on the side of children and that s a good place to be!
And if we solve it + $ GRANTS Unique Selling Proposition Organic revenue growth New Partnerships Clear Identity EFFECTIVE New Acquisition Channels Better Digitial Acquisition Lower CTAs in F2F & LIVE! Appeals that resonate more strongly BRAND Clarity around target for US Advocacy Support New Advo. Alliances ChildFund becomes The Voice of____ POSITION Some corporations will see ChildFund as more relevant Increased Fundraising & Partnership with the private sector
We started by identifying our most desired brand attributes: Distinctiveness Relevance Trust Pervasiveness Consistency
For reference Because I m a Girl Distinctiveness Be the reason Dave hears about Jesus Christ Relevance Pervasiveness/ Distinctiveness First in Emergency Response Relevance Low Prices Every Day Seeking to put God s love into action Building homes, Communities & Hope Distinctiveness/ Relevance/Trust Distinctiveness/ Relevance Global Christian Humanitarian Organization
Why the emphasis on Relevance? Our work is faraway Yeah that s sad, but children are suffering here It s about the Donor, stupid Relevant Brands are useful/needed (higher on Maslow s hierarchy: Belongingness) The things I buy/support are a statement about me Choosy Mothers Choosy Mothers Score More Score More Think Different Think Different I am powerful I am powerful The Few, The Proud, The Marines The Few, The Proud, The Marines Maybe she s born with it, Maybe she s born with it, maybe it s Maybelline maybe it s Maybelline
Positioning Alternatives Evaluated The organization that . Commits to ending violence against children Representsthe dreams of parents everywhere Lifts the voices of children Empowers moms everywhere to create better futures for their children Connects families to help children everywhere Helps kids everywhere by encouraging and celebrating social good Empowerssupporters to create meaningful bonds with one child, making a powerful difference in that child s future *Worksarm-in-arm with communities around the world to build environments where children grow and thrive * Truest to who we really are today (combines sponsorship and programs)
We informally scored each position against success criteria 1. Builds Trust 6. Bolsters Fundraising 2. Increases ChildFund relevance 7. Inspires 3. Lends a cause full 8. Doesn t alienate our base 4. True to the work 9. Bolsters advocacy 5. Help Corporate 10.Drives grant U.S.P.
We abandoned some ideas entirely Idea Reason Ending Violence against Children 1. Too Narrow 2. Not viable in F/R (can be a campaign) Celebrating Social Good (#HumanDoing) 1. Doesn t impact relevancy or F/R 2. More creative than strategic Bond to One Child 1. Doesn t fit program model 2. More a product strategy than brand strategy Reducing Child Poverty 1. Too intellectual 2. Runs counter to the sponsorship success formula
Positions we liked Idea But Giving voices to children Distinctive? YES, but relevant? Representing Parents Relevant to Parents? YES USP for Grants? Empowering Moms Relevant to Moms? YES USP for Grants? Working alongside communities for the good of children Truest
A Possible Brand Strategy For parents (moms) and difference makers Who refuse to accept the suffering of a child ChildFund International helps children Become healthy, safe, educated and skilled We amplify the voices of children & their parents And we create powerful connections that enrich lives
A Possible Brand Strategy For parents (moms) and difference makers Our Target The Problem/Our Relevance Who refuse to accept the suffering of a child ChildFund International helps children Our Core Become healthy, safe, educated and skilled The Solution/ Our Promise We amplify the voices of children & their parents Our Distinctiveness And we create powerful connections that enrich lives Our Trust
A Possible Brand Strategy For parents (moms) and difference makers Why Parents? Large Group Empathetic Demonstrated Support (80% of our file) Many want to share the experience with their children For our space, an ownable audience Opens up new partnerships and alliances Now we feel more like a cause, a rallying cry for parents everywhere Difference Makers? Makes space for others Corporations Groups Institutions Who refuse to accept the suffering of a child ChildFund International helps children Become healthy, safe, educated and skilled We amplify the voices of children & their parents And we create powerful connections that enrich lives
A Possible Brand Strategy For parents (moms) and difference makers Why? Who refuse to accept the suffering of a child Defines the problem Creates a values dilemma Where the donor can be a hero Doesn t overwhelm or feel out of reach ChildFund International helps children Become healthy, safe, educated and skilled We amplify the voices of children & their parents And we create powerful connections that enrich lives
A Possible Brand Strategy For parents (moms) and difference makers Who refuse to accept the suffering of a child ChildFund International helps children Why? The #/Priority of private U.S. Donors Our mission Become healthy, safe, educated and skilled We amplify the voices of children & their parents And we create powerful connections that enrich lives
A Possible Brand Strategy For parents (moms) and difference makers Who refuse to accept the suffering of a child ChildFund International helps children Become healthy, safe, educated and skilled Why? Sufficiently broad Straight-forward language Clearer than improves well- being Lends itself to campaigns We amplify the voices of children & their parents And we create powerful connections that enrich lives
A Possible Brand Strategy For parents (moms) and difference makers Who refuse to accept the suffering of a child ChildFund International helps children Become healthy, safe, educated and skilled We amplify the voices of children & their parents Why? Links to child friendly accountability Cuts out the middle man (us) Raw, powerful communications Ties nicely to sponsorship Differentiating And we create powerful connections that enrich lives
A Possible Brand Strategy For parents (moms) and difference makers Who refuse to accept the suffering of a child ChildFund International helps children Become healthy, safe, educated and skilled We amplify the voices of children & their parents And we create powerful connections that enrich lives Why? Connection creates trust A better donor experience A powerful commitment to the donor
What it might look like Nothing is stronger than the love of a parent Because I m a parent There are some things best understood by parents Parents know best I have a child in Uganda Remember when your child was born? Parents dream big Where does it hurt? Brush your teeth
Where Will We Find Parents? PTAs Booster Clubs CafeMom.Com Parents.com Parenting.com PluggedInParents.com Facebook ETC.
Our Brand Process Q4 FY19 Choose 1 for Brand Marry Brand to Product Reshape acquisition & media strategies accordingly Develop creative manifestations Develop Brand guidelines Execute and Refine Q1 FY19 Explore program fit Develop complimentary messages Research message resonance with target audiences Confirm motivation for current sponsors Test messages in Digital media COMPLETED Determine most desired brand attributes Develop positioning alternatives Socialize internally Narrow choices Refine candidates Q2 & Q3 FY19 Test 2 campaigns in Marketplace
Thoughts to keep us grounded The first step toward relevance is a choice about targeting ChildFund relinquished its implicit target audience when we changed our name from Christian Children s Fund to ChildFund International. It s not important that everybody likes us. It may be better to have a smaller audience that LOVES us.
Revelant Brands Are. Customer Obsessed Ruthlessly Pragmatic Distinctively Inspired Pervasively Innovative
