Goal 3: More hearts engaged and more influence, based on increased visibility of World Vision Netherland’s identity  

In our third goal, several aspects from our mission and strategy come together: we want to harness our Christian Identity. With our mission, we want to engage and transform more hearts (more people), increase our influence with external stakeholders, increase child participation in the Netherlands, and grow our brand awareness.

End of FY22

To achieve this strategic goal, we have implemented a new identity passport for WVNL. We developed a clear definition ‘hearts engaged’, launched a new website, developed a Lobby & Advocacy plan, and started interacting with external stakeholders on key issues (e.g., most vulnerable children in fragile contexts). Another major achievement is that 93% of WVNL staff feel we live out our Christian identity. The objective to increase the number of ‘hearts engaged’ is on track. However, the growth in (helped) brand awareness was not reached (28% reached, target 35%). Due to a lack of human resources, no progress has been made on the objective of increasing the number of children participating in any activity of WVNL.

Focus FY23

Identity

We continue to harness our Christian identity, and we will launch our Mission Immersion Program and aim for at least 50% of our staff to complete the program in FY23. In addition, for all internal stakeholders (i.e., staff, SB, ambassadors, and volunteers), we continue to implement a variety of activities for them to gain a deeper understanding of our (Christian) identity (objective 3.1).

Brand awareness growth

We aim to grow brand awareness to 35% in FY23. To gain heightened visibility and improve brand awareness, we will develop a new, proactive media strategy based on our positioning and supporting our desire to broaden our audiences. This strategy will include executing several media campaigns in support of key fundraising or advocacy messages.

Influence

In FY23, we aim to increase our influence with external stakeholders on key issues regarding child well-being (objective 3.3). Based on the activities and interaction with external stakeholders, we learned a stronger focus on two or three themes related to child well-being is needed. After jointly determining these three themes, this focussed approach will be implemented across WVNL. We expect that this theme based focus will improve the position and awareness of the WVNL brand when interacting with all stakeholders.

Supporter transformation

Currently, World Vision has about 26,000 hearts engaged’ in the Netherlands. And we commit to transforming 9,000 additional hearts of people on issues regarding child well-being in FY23. The number of changed hearts will include people who give time or money for the cause of child well-being. We will utilise the new website and other (media) channels for creating content that addresses prospects and donors at different stages of the donor journey.

Challenges

Amongst the identified challenges for FY23, two major ones are highlighted. First, until now, no activities have been undertaken to achieve the objective of increasing child participation in WVNL initiatives. To overcome this challenge, an objective owner and budget are appointed to redefine the scope and outcome of this objective and initiate activities accordingly. Second, as our brand awareness is below target, especially amongst non-Christians, an initiative will be launched to engage with new platforms and media to increase brand awareness amongst the non-Christian audience. This initiative goes hand-in-hand with our fundraising efforts to these audiences as mentioned under Goal 2.