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Sponsorship 2.0 “World Vision redefines the child sponsorship experience!”

Sponsorship 2.0 “World Vision redefines the child sponsorship experience!”. Update for SOCCER, April 19, 2012. Agenda. 1 minute participant poll in chat box to “everyone”: To date, what has been your engagement with Sponsorship 2.0? Brief Update on 2.0

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Sponsorship 2.0 “World Vision redefines the child sponsorship experience!”

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  1. Sponsorship 2.0 “World Vision redefines the child sponsorship experience!” Update for SOCCER, April 19, 2012

  2. Agenda • 1 minute participant poll in chat box to “everyone”: • To date, what has been your engagement with Sponsorship 2.0? • Brief Update on 2.0 • Context within WV’s New Generation of Child Sponsorship • Vision for 2.0 • 3 high level business needs • 4 critical success factors • Discussion

  3. Building blocks of change underway for WV’s New Generation of Child Sponsorship Life enriching experiences with children, communities, supporters, staff & volunteers People and Processes “Easy, fun and meaningful” Engage Empower Protect StreamlineEnd-to-end + Versionsby Context Optimal Funding For Quality …and Beyond Sponsorship Economics Sponsorship 2.0 Capacity & Change Involving many teams and functions that support child sponsorship…

  4. Sponsorship in Programming Sponsorship in Marketing Sponsorship 2.0 Innovation Sponsorship Operations Field and SO Comms IT & Business Processes Finance and Strategy Processes

  5. The Vision of Sponsorship 2.0 INCREASED and ENRICHED ‘CONNECTIONS’ between children, communities and supporters, which AMPLIFY CHILD and COMMUNITY VOICE and are relevant to rising supporter expectations, safely leveraging technology and social media, PROVIDING LIFE ENRICHING EXPERIENCES that contribute to the SUSTAINED WELL-BEING OF CHILDREN

  6. 3 High-level Business NeedsPartnership-wide Increased developmental impact/child well-being(NO to make it ‘fun and meaningful’) Increased operational efficiency/effectiveness(GC/RO to make it ‘easy’) Increased supporter acquisition and retention(SO to make it ‘engaging’)

  7. 4 Critical Success Factors Partnership-wide Empowering child and community voice through participation(ROs and NOs with Spon Ops, Field Comms and GICT support) Enabling seamless end-to-end data, content and information flow(GICT and Horizon) Enriching supporter experience and product proposition(SOs) Protecting children online(The whole partnership)

  8. The Engagement Platform 1.0 ‘Connection Mechanisms’ (What we’ve traditionally done) Child Photo ADP Profile IL, Greeting Card & BB cards APR ADP Mgr Letter Community Newsletters Online Information Ad-hoc Drop letters Program Completion letters Program Completion reports Farewell letter 2.0 ‘Connection Mechanisms’ (Online digital E2E supporter to child & community connections) Child Greeting Video Child Photo Album Child Digital Introduction Community Intro Video Community Photo Album Child Status Updates Child Video Updates Community Video Updates Digital Progress Reports ADP Facebook Pages ADP Event Streaming etc... Planning Stage Stage 3 Transition Stage Stage 2 ‘Transactional’for children & supporters ‘Life enriching’for children & supporters Stage 1 Yr -1 Yr -2 Yr 1 Yr 2 Yr 3 Yr 4 Yr 5 Yr 6 Yr 7 Yr 8 Yr 9 Yr 10 Yr 11 Yr 12 Yr 13 Yr 14 Yr 15 Engaging supporters, children and communities

  9. Key Innovation Terminology ADP NO/RO GC SO ‘Development Layer’ ‘Presentation Layer’ ‘Connection Mechanisms’ Children & Community Supporters Child Sponsorship Engagement Platform ‘Enabling Mechanisms’ Connection Mechanisms = Videos, photos, emails, e-updates, calls, visits (innovation code Cxx) Development Layer = Child participation and engagement activities (innovation code Dxx) Presentation Layer = Web portals, social media pages, mobile apps (innovation code Pxx) Enabling Mechanisms = FIP, SingleSTEP, child protection (innovation code Exx)

  10. Protecting Children Online The Reality Child Protection incidents arise related to digital comms & social media 95% have occurred in the context of Sponsorship Most relate to: Harmful communication between sponsor and RC and/or family or community Inappropriate or unsafe posting of photos/videos, media and/or child’s personal information • The Response Revised WVI Child Protection standards now include: Section 5.0: ‘Communications, Social Media and Digital Technology’ • Dignity of child • Consent of photos/videos/media • Empowering children & families to understand risks/benefits • Prevention of harm in communications • Reporting communications, social media & digital technology violations

  11. Sponsorship 2.0 in 2012 Two clear tracks in 2012 with a bias for ‘action’: ‘Innovation Space & Pathway’ ‘Phase 1 Scale-out Project’ 1 2

  12. Sponsorship 2.0 Portfolio‘Idea Space & Innovation Pathway’ * Showing live ‘in-flight’ innovations as of 4th March Idea ConnectionMechanisms Idea Idea DevelopmentLayer D01 C18 C09 C17 C24 C10 Idea Idea P01 Idea C15 C28 C12 C06 BusinessNeeds C14 Explore Ideas DevelopConcept Proof of Concept BusinessCase Test Scale-out C02 P02 Idea C27 Idea C11 C04 C26 Idea C25 E02 PresentationLayer C29 Idea Idea Enabling Mechanisms Idea

  13. ADP Facebook Pages EXAMPLE 1

  14. Community Update & Farewell Videos EXAMPLE 2

  15. Sponsorship 2.0 Portfolio ‘Phase1Scale-out Project’ * Showing live ‘in-flight’ innovations as of 4th March Idea ConnectionMechanisms Idea Idea DevelopmentLayer D01 C18 C09 C17 C24 C10 E01 Idea Idea P01 C05 Idea C15 C28 C12 C06 BusinessNeeds C16 C14 Explore Ideas DevelopConcept Proof of Concept BusinessCase Test Scale-out C02 P02 Idea C07 C27 Idea C11 C04 C26 Idea C25 E02 PresentationLayer C29 Idea Idea • Accelerating ‘Proven Winners’ • P16 Child Greeting Video • P05 & P07 Child & Community Photo Album • Accelerating ENABLING MECHANISMS • E01 Field Interface (FIP), E02 Single STEP Enabling Mechanisms Idea

  16. Child Photo Album multiple ‘digital’ APR child photos over consecutive years ‘Providing a historical record of child development’

  17. Community Photo Album (with captions) ‘Providing tangible evidence of change in the community’

  18. Child Greeting Videos From this... To this... WV US saw >30% uplift in web-based acquisition tests Estimated 5 yr value from partnership scale-out = $50m ‘Capturing a child’s personality,providing an authentic connection at prospection’

  19. Field Interface Mobile app “An Enabling Mechanism” PC app ‘Enabling capture, transfer and store of rich media’

  20. Discussion To monitor ongoing developments, see Sponsorship 2.0 Collaboration Hub https://marketinghub.wvcentral.org/s2.0

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