Making every sponsor’s welcome feel personal
Challenge
World Vision’s Child Sponsorship already had strong retention. However, their ambitious Trustees wanted to see if improving a sponsor’s experience in the first 100 days could make it even stronger.
Solution
Insight showed that a lot of high-quality content was falling under the radar because it sat within a Sponsor portal, which often caused the Child Sponsorship experience to fall short of donor expectations. We therefore designed a Welcome Journey to serve this incredible 1:1 content directly into Sponsors’ inboxes in bite-size chunks that would fit their busy lifestyle. Twenty email touchpoints revolved around 2 groundbreaking ‘dynamic DM’ assets that were every bit as tailored as their email counterparts, using digital printing to tailor every pack specifically to the donor and their sponsored child.
22
PERSONALISED
TOUCHPOINTS
TOUCHPOINTS
34
COUNTRY VARIANTS
Infinite bespoke
Sponsor journeys
Result
World Vision have thousands of Sponsors supporting thousands of sponsored children, and every single one of them is now on a completely bespoke, content-rich welcome journey. No content sits unseen behind a Sponsor portal. And if Child Sponsors ever had any doubt that they were really in a 1:1 sponsor relationship, our journey quashes that doubt and makes Sponsors feel genuinely connected to the human impact of their giving.
