Millennial Donor Strategy: Innovating Charity Engagement with Children Believe
During my university capstone project, I had the opportunity to collaborate with a team on a project with Children Believe, a registered Canadian charity dedicated to supporting children and causes internationally. Our objective was to enhance the organization's entrepreneurial value by addressing challenges and implementing solutions..
Our team was to identify areas of improvement within Children Believe and implement solutions to enhance their outreach and donor engagement strategies. We conducted extensive primary and secondary research, analyzing the charity sector, the organization's internal processes, as well as the perspectives of their employees and donors. Through this research, we aimed to pinpoint key problems and opportunities, with a particular focus on communication strategies, targeting millennial donors, and attracting corporate donors.
Using design thinking tools and methodologies, we delved into the data gathered during our research phase. Collaboratively, we identified three major areas for improvement and developed hypotheses for testing. After careful consideration and in consultation with Children Believe, we decided to focus on targeting millennial donors. To address this, we proposed the introduction of crowdfunding as a funding tool and the creation of engaging social media content.
Over the following months, we took proactive steps to implement our solutions. We developed and executed an Instagram story campaign, crafted engaging highlight reels, and created compelling digital content aimed at resonating with millennial audiences. Additionally, we formulated an online crowdfunding campaign strategy tailored to Children Believe's mission and audience demographics.
Our efforts yielded promising results.
Raised $5000 for 10 children via IG story campaign.
Increased Instagram engagement with 35 new followers and improved impressions.
Developed content templates, including Canva designs and photography tips.
Employee innovation score rose to 77%, exceeding benchmarks by 12%.
By leveraging social media platforms effectively and implementing crowdfunding initiatives, we observed an increase in millennial donor engagement and a reduction in acquisition costs for Children Believe. The Instagram campaign generated significant traction, leading to heightened awareness and increased donations from younger demographics. The introduction of crowdfunding as a funding mechanism proved successful, providing a sustainable avenue for future fundraising endeavors.
Overall, our collaborative efforts with Children Believe resulted in improvements to their donor engagement strategies and reflects a comprehensive effort to innovate and drive positive impact in collaboration with a charitable organization.
