Fundraising growth through lead management

Developing lead management capabilities to increase regular giving

Introduction

Child Sponsorship is one of the most impact regular giving products in the world. This is because it enable sponsors to develop relationships with children in developing countries and see the impact of their donation. The challenge is choosing a child to sponsor is a big decision, often made by the family over several weeks. This challenge is incongruent with direct response fundraising. World Vision Canada understand this and saw an opportunity to increase fundraising by using lead management tactics to optimise the donor acquisition journey. We were engaged to develop a quantify the opportunity, develop a strategy and present a business case to the executive team. 

What we did

World Vision Canada is a large organisation. Developing the strategy required us to work closely with product and channel owners across to ensure their input and buy-in. Our approach was to:

• Map stakeholders
• Collect and analyse current state data
• Engage stakeholders
• Ideate tactics to capture and nurture leads at scale
• Prioritisation tactics
• Gain stakeholder buy-in
• Draft a strategy
• Draft a roadmap
• Develop the business case
• Present finding to the leadership team

The results

The strategy and business case were accepted by the lead team. Our work was also commended for being the most thorough and best presented strategies their team had seen. We have since been engaged to lead the implementation of a nine month pilot program to develop lead management capabilities across the organisation.