Pratham
Breaking apart complex problems
Serendipity seemed to drive growth in funds per donor for Pratham, so we built a plan for intentional serendipity. This plan comes out of simple but effective work: surveying customers, interviewing stakeholders, mapping information flow and finding easy initial successes.
Finding the grounds by which to re-engage donors that vanished during the pandemic for a large US-based NGO.
Of note
User Research, Marketing, Strategy
Project type
We wanted to start with understanding how the donors build emotional relationship with a brand. Something that is unique when working with philanthropy is that there is more than value for money at play here. Money is important but the donors are not buying a good, what they are buying is something closer to legacy. So our system divided the brand relationship in two phases.
Clarity on the donor journey is just one aspect. To understand what makes them tick and how to reach them best, we needed a much broader and all encompassing view of the interactions donors have with the brand.
Thinking about the touchpoints that exist with the Pratham donors and how the team builds those touchpoints/ how much effort is needed to maintaining information on each of the touch point was our next point of action.
And then combining the two, understanding how the information flows through the Pratham internal systems rounded out the picture for us. The flow map would help us understand how we can “plug the leaks” so to speak.
Ultimately having clarity on the entirety of the donor journey and touchpoints helped us give several recommendations to the org that they can implement to capture low hanging fruits in terms of effective communication with their donors.