The globally respected UNICEF organization, is committed to advancing children’s welfare worldwide. But traditional donation methods alone no longer resonate as strongly, especially among younger audiences. To adapt, UNICEF Netherlands aimed to rethink its approach to innovation.
Challenge
UNICEF Netherlands saw a gap between fundraising methods and the shifting expectations of a new generation of potential donors. But before seizing the opportunity, it wanted to lay stronger foundations for innovation at large. Only then can they consistently create experiences that resonate with modern supporters and generate impact beyond an initial project.
Approach
Our team set up a scalable process that allows UNICEF Netherlands to develop and test fundraising propositions in 12 weeks. This process was implemented and brought to life by the team as they collaborated to devise, develop and test propositions for young urban professionals.
A coach-the-coach program helped secure the skills and mindset into the organisation, and enables the innovation team of UNICEF Netherlands to continuously develop new cases that contribute to UNICEF’s mission: “Ensuring structural improvement in the lives of children all over the world.”
The proposition “Track & Trace your donation” was the result of 12 weeks of customer-oriented innovation. After a successful first pilot, the proposition was included into the largest e-mail campaign of the year, leading to a record number of donations.
Outcomes
The “Track & Trace Your Donation” proposition debuted as part of UNICEF’s winter campaign, generating a record number of donations and achieving the highest email engagement of the year. The success of this initiative earned nominations for both the Dutch DIA Awards and UNICEF International’s Inspire Awards.
‘The innovation process helped us launch a game-changing proposition, leading to record donations and unprecedented donor engagement.’
Services in this project
Business
.jpg)
Got a question?
Ask our team.