Plan International Australia

MEDIUM OF COMMUNICATION
Regular Giving Product and Supporter Journey

TARGET AUDIENCE
New Regular Giving Donors

TYPE OF CHARITY
Children’s International development organisation

REDSTONE’S VIEW

In 2004 Plan launched a Regular Giving (RG) product, Children First! as an alternative to Child Sponsorship. However, Children First! Did not resonate in the marketplace so Redstone was engaged to rebrand the product and design a new RG supporter journey.

BACKGROUND

Plan International is an independent development and humanitarian organisation which works in 71 countries across the world, in Africa, the Americas, and Asia to advance children’s rights and equality for girls.

SUMMARY / OBJECTIVES SPECIAL / CHARACTERISTICS 

Supporter of Change became the new RG product. Plan transforms the world for children so creating an RG product that encompassed Change made a lot of sense. The donor journey was underpinned by the UN Convention on the Rights of the Child which added an educational element as well as an advocacy tone. Potential donors could see that they were making an immediate difference to the lives of children. The product suggests sustainable action and it remains a valued product in Plan’s regular giving product portfolio.