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CLIENT CASE STUDY


World Vision Canada: Establishing a clear digital marketing vision

Overview

World Vision is a Christian relief, development and advocacy organization that is dedicated to working with children, families and communities to overcome poverty and injustice. Looking to improve its appeal to donors, World Vision Canada recognized that it could enhance the performance of its digital media channels.

Accenture Development Partnerships was appointed to conduct an in-depth review of the organization's current digital capabilities and identify opportunities for improvement.

A new digital marketing opera​ting model and delivery roadmap were developed based on the analysis and leading industry practices. The roadmap and organizational model recommendations support World Vision Canada’s efforts to improve performance and delivery efficiencies at scale, with both quick wins and long-term opportunities.

By teaming with Accenture Development Partnerships and Accenture Digital, World Vision Canada has established a solid platform from which to enhance its digital marketing performance and achieve its growth ambitions.

Opportunity

In a challenging environment where sponsorship had been steadily declining, World Vision Canada recognized that it could improve its appeal to donors by enhancing the performance of its digital media channels. Specifically, it sought to:

  • Increase qualified visits and donor conversions while streamlining the costs of donor acquisition through search engine marketing (SEM) and display campaigns.

  • Improve the user experience by driving qualified visits to more relevant content on site through SEM, display and social media campaigns.

  • Enhance its digital organization model to improve delivery efficiency and accountability.

  • Evaluate the business case for insourcing its paid media functions and data management platform as well as to define sourcing scenario recommendations.

  • Determine a number of detailed recommendations to help spur its digital performance.

"Accenture partnered with World Vision to leverage leading private sector and digital thinking to help shape their digital marketing strategy and platform, to support their future growth and increase their impact serving the world’s most vulnerable children."

IAN LOBO

Managing Director, Accenture Development Partnerships

Outcomes

A new digital operating model and delivery roadmap were developed for World Vision Canada based on Accenture’s analysis and leading industry practices. In addition, the Accenture team helped facilitate the creation of a digital agency request for proposal (RFP) and business case for in-sourcing a paid media function and data management platform.

More than 50 recommendations for digital media and organizational model enhancements were identified. Additionally, four in-sourcing scenarios were developed with one scenario recommended for World Vision Canada to move forward with.

The roadmap and organizational model recommendations support World Vision Canada’s efforts to improve performance and delivery efficiencies at scale, with both quick wins and long-term opportunities. The RFP work helps World Vision Canada understand various agencies’ capabilities and how they operate in order to make insightful, informed vendor decisions.

By teaming with Accenture Development Partnerships and Accenture Digital, World Vision Canada has established a solid platform from which to enhance its digital performance and achieve its growth ambitions.