Value Exchange is ALL about the audience
Their wants, their interests, their connection to your cause. In order for a value exchange to be effective, it needs to be genuinely valuable to your audience.
This year we launched a value exchange for GOSH Charity. We knew there was a clear connection between GOSH Charity and parents, but we wanted to understand this connection in a more meaningful way.
We used a research panel to develop a Value Exchange product in collaboration with our audience: hearing from them directly on what they want, what they're interested in and the value that GOSH Charity could offer to them.
What did we learn from them?
We surveyed 300 parents who were also charitable donors to cancer, medical, or children’s charities. We wanted to understand from them:
What are their main worries or concerns as a parent? And in particular worries around play?
How valuable a guide like this would be? When or how would it be most useful?
And, what kind of content would they like to see in a guide like this?
Out of the survey, we captured a wealth of insights. Some of the clearest learnings that came through were:
Building confidence and self esteem through play was perceived as particularly valuable - Most notably in parents of children aged 2-4 (76.8% of which felt this was the most valuable content to include in a guide like this.)
When asked what additional content we should consider for the guide; mindfulness, tips for siblings, budget-friendly ideas, outdoor activities and tech-free activities all came up.
And, most importantly - 80% agreed that a play guide in the form that we have planned would be either “quite” or “extremely” valuable to them.
So, what did we create?
A helpful, free guide about Happy & Healthy Play for children called ‘The Little Book of Big Play’. The guide exists to support families in creating fun, healthy, and happy play experiences at home.
Alongside this, we developed a suite of Meta assets to promote the guide to parents.
And finally, how did it work?
Overall, the campaign has been received so well by GOSH Charity’s audiences with extremely low prospecting CPLs on META.
If you’d like to hear more about this project, or how value exchange or audience panel research like this might work for your charity, get in touch.
Bios
Holly
Holly has been a producer at DTV for over three years, with a strong background in fundraising and project management.
Poppy
Poppy is a Senior Creative Strategist at DTV and has worked in fundraising for more than 5 years. Poppy works closely with a large range of charities globally, developing creative propositions and approaches for a variety of campaigns and products in the sector.