WorldVision Banner
WorldVision Banner

I don’t usually click through online ads, but this one caught my eye: “Do you share a birthday with a child in need?” While I already knew the answer (of COURSE I do), I decided to try it and see. After selecting my birth month and day, I clicked the “Help Now” button and was directed to the profile of an 8 year-old boy, including this paragraph:

Samuel is a HopeChild  living in a community severely affected by the HIV and AIDS crisis.  In Dominican Republic, the disease has impacted the entire social structure, creating a generation of orphans and vulnerable children.  Samuel needs your assistance to help save his generation from the HIV and AIDS crisis. Samuel has been reserved for you to sponsor within the next five minutes.  Just click the “Sponsor Now” button above to become his sponsor right now!

There is also a link to a very moving video with a soundtrack that rivals a movie trailer. On the left of the screen a user can choose to select a different child based on birthday, age, gender and world region. I selected children the same ages as my son and daughter. I am able to scroll through a list of children who are exactly the same age as my kids.

WorldVision Profile

WorldVision Profile

This is a moving experience. I’m looking at children who are in need. I feel a personal connection because they share something with my children.

This, my friends, is a brilliant campaign.

What makes this work:

  • Personal connection – WorldVision found a way for me to relate to a child who lives in a different country.
  • Use of “Birthday” – using the word “Birthday” automatically has a happy connotation. People also relate birthdays to giving. It can also, without specifically suggesting it, make a user consider giving a gift to WorldVision as a birthday gift to a loved one.
  • Video – the video is prominently displayed and easy to view. It is fast paced and emotional, as well as professionally made.
  • Profiles – The profiles are easy to view and comprehend. Each has quick statistics about the child that are easy to read as well as a nice photo. The paragraphs are fairly generic but do include some personal details.
  • Sponsor Buttons – The “Sponsor” buttons are prominently located, making it easy to donate money. However, they aren’t obnoxious.
  • Call to Action – Using the phrases “Sponsor (child’s name) Now” “Become a Sponsor Today” “Sponsor (child’s name) in (country)” and “Search for a Child” entice the user to interact with the site.
  • Explanation – the “How Sponsorship Works” section tells a user what to expect and where the money will go.

While this campaign was very expensive, anyone can use this as an example of a good social marketing campaign.