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And if we solve it… EFFECTIVE
BRAND
POSITION Unique Selling Proposition + $ GRANTS Clear Identity Appeals that resonate more strongly Clarity around target for US Advocacy Support Some corporations will see ChildFund as more relevant Organic revenue growth
New Partnerships New Acquisition Channels
Better Digitial Acquisition
Lower CTAs in F2F & LIVE! New Advo. Alliances
ChildFund becomes “The Voice of____” Increased Fundraising & Partnership with the private sector<br>
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Distinctiveness
Relevance
Trust ·
Pervasiveness
Consistency We started by identifying our most desired brand attributes:<br>
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For reference… Because I’m a Girl Distinctiveness Be the reason Dave hears
about Jesus Christ First in Emergency Response Low Prices Every Day Seeking to put God’s love into action…
Building homes, Communities & Hope Global Christian Humanitarian Organization Relevance Pervasiveness/ Distinctiveness Relevance Distinctiveness/ Relevance/Trust Distinctiveness/ Relevance<br>
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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” “Score More” “Think Different” “I am powerful” “The Few, The Proud, The Marines” “Maybe she’s born with it,
maybe it’s Maybelline”<br>
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Positioning Alternatives Evaluated The organization that…. * Truest to who we really are today (combines sponsorship and programs)<br>
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We informally scored each position
against success criteria Builds Trust
Increases ChildFund relevance
Lends a cause full
True to the work
Help Corporate
Bolsters Fundraising
Inspires
Doesn’t alienate our base
Bolsters advocacy
Drives grant U.S.P.<br>
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We abandoned some ideas entirely<br>
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Positions we liked<br>
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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<br>
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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 Our Target The Problem/Our Relevance Our Core The Solution/ Our Promise Our Distinctiveness Our Trust<br>
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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 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<br>
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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? Defines the problem
Creates a values dilemma
Where the donor can be a hero
Doesn’t overwhelm or feel out of reach<br>
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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? The #/Priority of private U.S. Donors
Our mission<br>
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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? Sufficiently broad
Straight-forward language
Clearer than “ improves well-being”
Lends itself to campaigns<br>
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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? Links to child friendly accountability
Cuts out the middle man (us)
Raw, powerful communications
Ties nicely to sponsorship
Differentiating<br>
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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<br>
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Statements to be tested (e.g.)<br>
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“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” What it might look like<br>
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PTAs
Booster Clubs
CafeMom.Com
Parents.com
Parenting.com
PluggedInParents.com
Facebook
ETC. Where Will We Find Parents?<br>
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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.<br>
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Revelant Brands Are…. Customer Obsessed
Ruthlessly Pragmatic
Distinctively Inspired
Pervasively Innovative<br>
