Children of Heroes was established in March 2022 by businessman Danylo Pasko following the Russian invasion of Ukraine. Danylo had lost his own father when he was a child and was determined to help the many children who would face the loss of a parent or parents in the war. Together with a team of like-minded entrepreneurs, they began a programme of work and were soon supporting hundreds and then thousands of children.
As a new charity, Children of Heroes had no brand awareness. With little experience of fundraising, the team turned to Upsall International for help, asking us to help them develop a compelling case for support.
We began with a discovery phase – immersing ourselves in the organisation, the team’s vision and work. We spoke to key staff, both leadership, and those who were working with teams on the ground and were struck by their bravery, professionalism, and determination in the face of such adversity.
With so many charities fundraising for Ukraine, we knew that we would need to work hard to build confidence with donors; to demonstrate that this was an organisation they could trust. We needed to demonstrate that Children of Heroes had a tangible solution, both during the crisis and beyond; the ability to have a lasting impact (particularly for institutional donors). We presented our strategic recommendations to the Senior Team and proposed a framework or the case for support.
Upsall International developed a compelling case for support. Grounded in fundraising best practices, it demonstrated tangibility, urgency, and a donor role that would inspire others to play their part. We developed two programmatic cases for support that focused on key pillars of work and would bring these specific areas to life for funders.
The team began using the case for support in funding proposals, across the website and digital comms and in media activity. Over a period of 3 years, Children of Heroes have grown income to $8 million per annum and are now supporting over 10,000 children who are facing the greatest loss imaginable.
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