This humanitarian institution changed up its DAM, and in the process connected the assets of more than 90 offices across the globe.
World Vision International
World Vision was founded in 1950 to provide humanitarian aid to children all around the world. Though it started small, the nonprofit has grown to include offices in 90+ countries and generates more than $2 billion in aid each year.
Currently, World Vision International provides sponsorship to 3.4 million children , helping their communities by providing sanitation and hygiene programs, disaster management, economic development, child protection, and education. Since its beginnings, the organization has made an impact on the lives of more than 200 million vulnerable children all over the world.
Though individual World Vision offices operate independently, they are all part of the broader international World Vision Partnership. The offices connect people and share resources throughout the organization. That includes images, videos, documents, and other assets, allowing smaller offices to access the creative developed by the larger ones.
The nonprofit wanted a way to connect the 90+ organizations that make up the international World Vision Partnership. In other words, they were looking for a central source of truth for the whole organization.
Reliability was one of their top priorities. Many of the locations World Vision services are hard to reach. Having a DAM system they could trust would make communication with those locations much easier.
They also wanted robust reporting. According to Daniel Mason, World Vision International’s Senior Manager—Global Content, “Everything that we receive as far as money goes is a trust—a sacred trust from people who have dug into their monthly budget and decided to put $40 a month towards child sponsorship. So we have to make sure that we're using money wisely.” Marketing materials are an investment, and reporting lets World Vision know how their investments are doing.
Video was another important component, as was integration with tools such as Adobe Premiere, InDesign, and Photoshop software. “We wanted to actually find technology that could be a part of our marketing tech stack,” said Daniel.
World Vision did have multiple DAMs, but they were no longer a good fit for the far-flung organization. Their DAMs required duplicate licenses and had problems with functionality. In particular, they couldn’t support the video content World Vision was creating.
Consequently, many users abandoned the existing systems and started to use file storage solutions like Dropbox and Google Drive instead. The result was a fragmented system that couldn’t scale, didn’t integrate with the tools users needed, and made it harder to strengthen their international brand.
“During emergency appeals, the graph of the money coming in and the graph of the downloads in Story Hub match almost perfectly.”
Senior Manager – Global Content, World Vision International
After an exhaustive search, World Vision International chose Cortex, the Orange Logic DAM platform. They named their new DAM Story Hub, since World Vision planned to keep the brochures, videos, and images that helped them tell their brand’s stories there. Daniel shared a few of the ways Story Hub was able to help World Vision meet their goals:
Since launch, Story Hub has continued to grow. Now, all 90+ offices are regularly pulling content from the DAM, and 12 offices worldwide have their own private Cortex DAM system connected to one central asset repository. Granular permissions help divide local assets from global assets that the whole organization can access.
Adoption and usage have kept pace. The number of users has increased by 320% since launch. Uploads have seen a 380% increase, and downloads—especially downloads of Story Hub’s curated content—are up 416% too.
That available content lets World Vision broaden their campaign reach. For example, World Vision USA launched a new invitation into Child Sponsorship called Chosen® where a child is empowered to choose their sponsor rather than the other way around. The DAM allowed World Vision USA to embargo the Chosen® content and then share it with international offices after launch. In fact, almost half of the Chosen® sponsorships in the first half of 2021 were generated from outside the USA. In other words, international offices had a significant impact on the Chosen® invitation performance without dipping into their more limited budgets.
Story Hub also helps World Vision International respond to sudden disasters. When Cyclone Idai caused flooding throughout Southeastern Africa, World Vision was able to quickly mount a response, generating images from offices operating near the disaster zone. Over 90% of their offices used content featured on Story Hub, and the organization was able to raise $11 million to help with relief efforts.
Daniel said that when it comes to emergency relief efforts, “The graph of the money coming in and the graph of the downloads in Story Hub match almost perfectly.”
And then COVID-19 hit. Daniel shared, “I cannot imagine if COVID struck, and we did not have Cortex in place the way that it was established.” Story Hub allowed World Vision to continue their humanitarian mission by creating a central source for images, videos, and other content to help spread awareness and bring about meaningful change.