Little Treasures Campaign
for Plan International USA
Plan USAPlan USA is a girls’ rights organization that has been offering a successful child sponsorship product for over fifty years.
The Need
As the popularity of the child sponsorship product began to dwindle due to changing perceptions around the product’s model, the organization was looking for new ways to increase engagement and revenue from their existing child sponsor base.
The Solution
After conducting research with the child sponsorship teams, it became clear that the greatest unfilled desire of the average child sponsor was to send gifts directly to their child, with whom they were restricted to sending only letters. Gifts had been prohibited in the past because of the varied and restrictive customs regulations of the over 80 countries in which sponsored children lived. However, by identifying and working within the most restrictive guidelines, my team and I were able to identify a set of gifts that the organization could offer to send their sponsored child during the holiday season in a campaign called Little Treasures.
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Product branding and design guidelines
Gift sourcing and pricing
Packaging and distribution operations
E-commerce
Direct mail appeal
Email campaign
Digital advertising campaign
Social media campaign
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The Little Treasures product and holiday campaign first launched in 2019 and has become a staple of the organization’s fundraising efforts, increasing revenue from this segment by 8% in it first year. Metrics of success related to Little Treasures 2023 include:
46% overall increase in revenue
2,600+ website visitors
4,400 products purchased (and counting!)
