In this session, Claire Bishop, VP Marketing at Children International, will share how their organization is acting more like a start-up than an established, decades-old nonprofit. She will explain how they are using lean “experiments” to identify, test and scale new products and channels that drive growth in an increasingly competitive space. Don’t miss this session, where you’ll be sure to tap into your sixth grade science education to discover the ways your own company can use similar methods to fail fast, learn efficiently, and drive sustainable success.

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Claire Bishop, Children International
cbishop@children.org
How to Use Your Sixth Grade Science
Education to Succeed in Business
@eClaireBishop

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What We’ll Cover Today
• How it Works
• What’s at Stake
• What is Your Role?

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How does it work?

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“A start-up is a human institution
designed to deliver new product or
services under conditions of
extreme uncertainty”
Eric Reis, The Lean Start-Up

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Children International
• 81 year-old organization
• One “product”—child
sponsorship
• New programs framework-
–from aid to holistic
development
• Increasingly competitive
charitable giving space

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The goal is to
decrease cycle time
between these
efforts to generate
validated learning
that enables us to
scale (or refocus) our
efforts!

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Hypothesis 1: Improved Retention
• Multiple tests running concurrently since July 2016
• Manual credit card “recycling,” over $500K recouped!
• Testing email to those with credit card decline
• Increased save attempts with those calling in to cancel

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Hypothesis 1: Improved Retention

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Hypothesis 1: Price Increase

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Hypothesis 4: New
Products
• Added opportunity to make
gift monthly first—without
devising a product scheme to
support.
• “MVP” or Minimum Viable
Product approach
• Test prototypes to get
feedback before back-end
heavy lifting

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What is at stake?

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FY18 Opt-Out Price Increase Experiment
K. Merrill
Develop communications to inform price elasticity for an
opt-out price increase test. This will help us roll out a
price increase to a larger portion of the file.
An opt-out price increase may be an effective
tactic to boost our sponsorship revenue in both the
short and long-term.
Test will be structured as an opt-out to be excluded if
they do not agree to the price increase.
Increased sponsorship revenue as well as
discontinue and participation rates; optimal price
increases.
If we increase our sponsorship revenue by $210,000
per month via this price increase test campaign.
8/03/2017

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What is your role?

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“Progress is impossible without
change; and those who cannot
change their minds cannot change
anything.”
George Bernard Shaw

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Failure is not an option.

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Failure is an option.

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Failure is an option.
(and a likely one!)

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Innovation Accounting
• Empirically measures the
true progress of innovation
• Steer clear of “vanity
metrics”
• There is no one size fits all

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To Those We Left Behind

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thank you