An Examination of How World Vision Canada Communicates with Publics of Various Ideological Backgrounds and Moves Them to Donate

  • Julia Rim Shepard
Keywords: charity, non-governmental organization, NGO, community-building, co-creational theory, audience engagement


This case study explores how a charitable organization, World Vision Canada, engages publics of various ideological backgrounds and moves them to donate based on a number of contingency factors, as well as the community-building and co-creational theories of public relations. How the organization is identifying, communicating, listening, and responding to core audiences of various denominations and faith backgrounds was studied. Three salient points emerged from interviews, documentation, and archival records: First, the organization is able to identify and communicate with its broad base of core audiences, and it has been able to do so thus far by striking the right balance. Second, it has mechanisms in place that allow it to listen and engage with these audiences deeply and regularly. Finally, the organization needs to further articulate its Christian identity, to better communicate how development work is carried out in the context of its faith motivations, and to tailor communications uniquely for current and future audiences.