2014 Silver Charity
14 May 2015
Tangible UK
'Grow Hope'
Client World Vision
How did the campaign make a difference? Every day, people are asked to part with their money by the charity sector one way or another.
But World Vision sponsors already give a fixed amount each month, as well as being encouraged to give at times such as Christmas and their sponsored child’s birthday.
So Grow Hope created a pack with a non-financial ask to help foster a true relationship between sponsors and children – with the ultimate aim to reduce attrition rates by deepening the sponsors’ connection with, and loyalty to, World Vision.
Sponsors were given a chance to deepen their relationship with their children and directly influence their development by promoting a healthy lifestyle. With a huge response rate, more children than ever will be encouraged to eat nutritiously and continue their healthy development.
Strategy To get away from numerous simultaneous communications being sent out to supporters, two key annual brand moments were created – around which a selection of communications and activity streams could be focused to develop common themes and structures preagreed across all channels.
Frequency of non-triggered communications was also reduced to increase message impact.
An initial objective was to increase the number of ‘non-financial asks’ aimed specifically at driving emotional engagement – not just between World Vision and supporter, but between supporter and sponsored child.
The Grow Hope theme was launched in Spring, when the UK growing season is in full flow, and gave supporters the opportunity to communicate with their sponsored child about a relevant shared topic.
Creativity A simple A4 letter, with no donation form attached, is an unusual, highrisk option – but refreshing and engaging. “Wisdom is like fire: people take it from others”, an African proverb, set the tone for a pack that asked for something more profound than money – it asked for personal advice and encouragement, from sponsor to child, to counteract the perception of vegetables as ‘poor man’s food’ in various communities.
The cover was personalised with the name of the sponsored child – using a bespoke font consisting purely of fruit and vegetables to capture the imagination of supporters and beneficiaries alike.
An attached leaflet emphasised the importance of a nutritious meal and reminded supporters that sending a donation isn’t necessary, instead stating that it’s ‘words of encouragement that could make a life-changing difference’.
Results The response to this non-financial request has been outstanding.
Based on World Vision’s previous non-financial asks, the target 3% response rate was eclipses by over 10 times – an incredible total for a piece of advertising mail.
In total, 15,137 sponsors were mailed and 4,702 took the time to write a personalised message to their child. Or to put it another way, that’s a response rate of 31%.
And it also meant thousands of highly engaged sponsors who feel more valued and connected to the cause.
Team Laura Simmonds - Campaign Officer, Barbara Kertai - Supporter Marketing and Campaigns, Jimmy Thompson - Creative Director, Joanna Price - Account Manager, Karen Williams - Head of Planning, Hannah Bridgeman - Account Director, Clare Suter - Senior Copywriter, Paul Ramos - Lead Digital Creative, Chris Purnell - Senior Creative Artworker
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