Breaking Through the Challenges

Launching a new product, program, or campaign involves many risks and challenges, especially for a non-profit organization. When Compassion International decided to launch their Future Leader program, they probably faced many challenges and obstacles unique to their organization.

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In order to decide what the obstacles are for a program, we first must decide what our targeted demographic is. For Compassion International, the targeted demographic of potential sponsors is:

  • Americans
  • Christians or Potential Christians
  • Middle to Upper Class
  • Those who have interest in enhancing the well-being of others
  • Those who are interested in spreading the gospel
  • Typically generous and unselfish with their money

Now that we know what our targeted demographic is, we can asses how Compassion handles potential issues regarding the Future Leader Program (which I discussed in my previous post that discussed Building Leaders.)

An example of a challenge of the Future Leader program is finding sponsors for the young adults this program supports. When most people think of sponsoring an individual in a foreign country, they think of sponsoring a young child who is sick or needs food and shelter- not a young adult who is trying to further their education.

ImageOne way Compassion International is reaching out to their target market and persuading them to reconsider sponsoring a young adult, is by posting success stories on their webpage to show the blessings they can create in these ambitious, young people’s lives. 

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By seeing these images and reading these stories, an individual like the one we described as Compassion International’s target demographic is much more likely to sponsor a young adult and help them thrive in their education and career, all while learning more about God and building a new, personal relationship with their sponsor.

Goodbye for now!

Photos from Compassion International Website.

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