ChildFund child sponsor onboarding program

About This Project

To solve the problem of new sponsor parents getting cold feet, a warm and reassuring communication program was put together to take them on a journey through the first two months.

The first step was to fully understand the emotions new sponsors go through. The client had a large amount of quantitative data but not much qualitative. After a series of conversations with frontline personnel who process cancellations, more insights were gathered about a Sponsor’s state of mind.

What resulted was a robust comms plan designed to assure sponsors and share the direct positive effect they have on a child. I designed a range of Direct Mail packs with inbetween email communications that automatically trigger keep to the conversation going.

Day 1: A child profile pack with welcome gift of a writing kit with stationery. Designed to encourage new sponsors to introduce themselves to the new sponsor child.

Day 14: Welcome pack with everything you need to know about child sponsorship. Includes an engagment activity.

Day 28: Friendship pack designed to encourage the sharing of photos and strengthen the social connection

Day 48: Video and email showing ideas for writing letters and how you can build a rewarding relationship.

Other emails were sent throughout the process reminding sponsors all the way what is happening and sharing with them personal stories from other sponsors and children.