DIGITAL MARKETING STRATEGY
WORLD VISION: SEE THE CHANGE YOU CREATE
A digital marketing strategy for a nonprofit, to enable it to build stronger connections with Gen Z, which has become one of the most important growth opportunities in charitable giving.
Digital Strategy, Pitch Deck Design
Google Analytics Traffic Analysis, SWOT, SMART/KPI Framework, Gantt Roadmapping
01 OVERVIEW
World Vision U.S. raised $1.59 billion in 2025 on decades of trust and emotional storytelling, but only spent about 1% of that on media and digital. Its Instagram sits at 94K followers, while UNICEF has 850K and Save the Children has 1.5M, and Gen Z barely engages with it at all. That's a problem today, and a bigger one in ten years, because the audience it's not reaching now is the donor base it will need then. We built the strategy around one idea, See the Change You Create: turn donors from passive supporters into active participants, with a website that shows live impact, a mobile app called My Vision, and creators who bring the story to people who would never see it on World Vision's own channels.
02 THE PRODUCT
The audit showed World Vision already had strong campaigns like the 30 Hour Famine and the 6K Global Run. What was missing was the digital side: a confusing donation website, almost no user-generated content, and little presence where younger donors actually spend time. So we redesigned the website around live impact dashboards, designed My Vision as a personal dashboard where donors can see exactly where their money goes, with badges and streaks to make giving feel like a habit, and added a #SeeTheChangeYouCreate hashtag plus partnerships with faith-based and humanitarian creators to carry it further.
03 VALUE
We set three targets: grow Instagram from 94K to 117K followers by Q1, raise online donations from $718M to $898M by Q3, and get 10,000 registrations on My Vision in its first year. To back it, we proposed lifting digital spend from $16.5M to $100M, split 60% paid media, 20% analytics, and 20% influencer partnerships, so digital becomes the main growth channel instead of a side one.
04 WHAT THIS TAUGHT ME
With a legacy nonprofit, the instinct is to protect what already works, the storytelling and the trust, and treat digital as an add-on. What I took from this is the opposite: the storytelling only keeps working if it reaches the people who will fund the next decade, and a 1% media budget was holding back something the organisation had already built.