ChildFund Alliance Meeting March 2019 - Reimagining Sponsorship Experience
Objectives of the meeting include delivering a modern, personalized sponsorship experience, capturing social impact, and amplifying voices of children. The focus is on reimagining the sponsorship experience using digital technology to enhance engagement and retention of sponsors. The concept-in-action in Guatemala involves creating emotional engagement through pilot content generated by children and adults in communities, shared on social media platforms for sponsors to view. The aim is to enrich the sponsor-child relationship and promote community involvement.
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Presentation Transcript
ChildFund Alliance Meeting March 2019
Objectives To reimagine the experience of sponsorship for children and sponsors, the following are the objectives: Deliver a more modern, personalized experience to sponsors and communities, with digital technology being central Create an experience rooted in our commitment to deliver the program results of program models Capture social impact to sustain the engagement of children & families, and increase the retention of sponsors Amplify the voices of children and communities to characterize the experience
Shifting The Experience From To
Hypotheses If we provide an engaging, visually-oriented digital experience for sponsors that provides a steady flow of information from the sponsored child and his/her community, this will capture the sponsor s attention, enable the sponsor to more easily appreciate the value of their support, and increase the retention of sponsors. Children will want to communicate more often if they feel they have an audience, if there is support and inspiration, and if technology is involved. Partners will want to communicate with sponsors and community members via social media if they see the benefit in terms of community commitment, sponsor retention and revenue growth.
Concept-In-Action: Guatemala Pilot Content Inspired By Life Journeys
Concept-In-Action: Guatemala Pilot Content Seeks Emotional Engagement
Concept-In-Action: Guatemala Pilot Underway Content generated by children and adults in communities according to a schedule and expected volume Content posted by Partner on its Facebook or Instagram page or sent to Country Office Country Office curates and translates content, selecting what to post on its Instagram site or re-post from Partner s social media account Country Instagram site feeds Donor Portal Sponsor views content through their Manage My Account and/or by following the Country Office's Instagram page
Concept-In-Action: Guatemala Pilot Content Seeks Emotional Engagement "I feel happy because I am celebrating my graduation with my friends and because next year I will be in first grade!" (Boy second from right) "Today I learned that we must respect each other, that our way of thinking may be different but that should not be a reason to fight, on the contrary, the more information we have, the better we understand something." (Boy in center)
Design Features Frequent, Rapid, Responsive Child & Community Progress Customer Experience Creative Expression Digital The design starts with the child s experience- make it authentic, of value, and engaging and extends to sponsor experience make it engaging, informative and magical Use frequent, customized Many:Many communications to enhance a rapid and responsive core 1:1 relationship experience Expand the creative toolbox to help Sponsors and Children express themselves on their terms and in fun, engaging ways Create a digital experience that enables sponsors as well as children, parents and community members to feel like they are participating in and contributing to meaningful change Look for opportunities to expand the sponsor s and family s interest to extend beyond just the child to include community change and progress
