Save the Children Canada (SCC) faced two big challenges: an over-reliance on short-term fundraising and an organisational structure that held brand and communications at arm’s length from strategic decision-making.
We partnered with SCC to create a clear, evidence-based roadmap for growth, focused on increasing private funding from 25% to 40% by 2027.
On the operational side, we recommended a restructured communications team with greater authority, a unified planning model, and a standardised campaign process. We also developed a measurement framework that connects inputs (reach and frequency) to outcomes (awareness, familiarity, donations) – ensuring the whole organisation works to a shared set of KPIs.
On the brand side, we helped define a new positioning and mapped a phased activation plan, starting with regional pilots to prove impact before scaling nationally.
The result is a coherent brand and operational strategy that equips SCC to build familiarity and trust with Canadians, strengthen advocacy and partnerships, and ultimately drive sustainable growth in donations.
Results
Effective Collective has been instrumental in reshaping how we work — from embedding a unified strategy and clearer measurement, to strengthening our brand and comms teams. These operational changes have given us the structure and focus we need to grow sustainably and deliver greater impact for children.
Danny Glenwright, President & CEO, Save the Children Canada