Sponsor A School

Revitalising a core fundraising ask

Due to Mary’s Meals low-cost model providing meals for an entire school is very much achievable goal, for individuals and organisations of various sizes. However due to the resource needed to report on each school sponsored it was a struggle to scale up fast.

Sponsor A School was a fundraising product with a lot of potential but had been stagnant for a number of years. The organisation decided to make the development of this product one of its core tasks for the year. I was tasked with revitalising the products branding and supporter journey.

Giving supporters more

A new approach was needed to allow the product to realise its full potential. Working with others in the organisation we developed a new system of tiered school ranges, which allowed supporters to better choose the level of their fundraising target, making it clearer what their commitment would be.

I was responsible for the branding, promotional strategy, designing the webpage, social media adverts and the email journey.

The new Sponsor A School product was designed to focus supporters fundraising efforts, and to provide a greater link between the fundraiser and beneficiaries.

I helped create a new supporter journey, which put those who sign up into a unique email journey which gave supporters more information on the region, case studies of children who had benefited from the Mary’s Meals programme, helpful fundraising tips and of course thanks and appreciation for all they were doing to provide support. This gave more touch points for our supporters and complimented the existing end of year report they would get.

We also added a new price point named ‘share a school’ where donors who could not commit to raising funds for a whole school could be matched with other supporters to join in their efforts.

With a stronger product, a new exiting identity and improved marketing assets we were able to reach out to supporters with confidence and ask them to Sponsor A School.