OUR WORK

THE CHILDREN’S SOCIETY

SUSTAINABLE NEW INCOME THAT’S RIGHT ON BRAND

Cover of a card set titled 'Cards for comfort' with 25 cards for families, featuring an illustration of an adult and a child smiling and looking at a card, with the logo of The Children's Society.
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THE CHALLENGE

The Children's Society wanted to create a new scalable product to raise unrestricted income from women aged 30-50 who were new to the organisation. The existing portfolio did not contain a regular giving product offer.

OUR APPROACH

We took the team through a full innovation cycle. Read more about this approach here.

WHAT WE DID:

Through extensive research, including qualitative interviews with parents of tweens and quantitative surveys, we identified a crucial insight: parents feel totally unprepared for their children's tween years and struggle to find trustworthy advice about modern challenges.

We developed and tested multiple concepts, ultimately creating "The Pocket Guide to Raising Tweens" – a digital subscription service with personalised monthly content and a physical welcome pack.

The product combines expert advice on tween development with practical activities to support children's mental health and wellbeing. Content covers crucial topics like anxiety, friendships, and the transition to secondary school.

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“Our challenge was developing a new product that would attract passionate new supporters to the charity. Flying Cars helped us develop our own ideas using qualitative and quantitative supporter research to produce a winning idea that not only meets our audience's needs but will also help us meet our organisation’s goals.”

Callum Bergin, Public Engagement Manager at The Children’s Society

WHAT WE ACHIEVED TOGETHER

A new digital subscription product for parents of tweens (10-13-year-olds). The Pocket Guide for Raising Tweens offers expert advice and support while generating sustainable income through monthly donations.

Testing showed strong potential for success:

  • 84% of the target audience were happy to receive the guide in exchange for a monthly donation

  • Strong brand fit with The Children's Society: a product that enhances their reputation as a trusted source of information

  • Scalable model with constantly refreshing audience of parents entering tween years

  • Opportunity for corporate partnerships and content collaboration

The project delivered a viable product proposition that meets donor needs and organisational mission while creating sustainable income. We’re really excited to see it out in the real world.

“Flying Cars immediately understood our challenges and strengths as an organisation. The sessions were really engaging and it felt like they were structured - so we avoided group-think. My favourite part about working with Flying Cars is that the products feel authentic to the charity and feel like we have created them ourselves.”

Callum Bergin, Public Engagement Manager at The Children’s Society

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COLLABORATIVE IDEAS

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INSPIRED BY HUMANS

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COMPELLING YOUR AUDIENCE

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COLLABORATIVE IDEAS → INSPIRED BY HUMANS → COMPELLING YOUR AUDIENCE →

LET’S CHAT

Find out how we can help your charity

INFO:

hello@flyingcarsinnovation.com

+44(0)207 157 9504

Zeeta House, 200 Upper Richmond Road, Putney, London, United Kingdom, SW15 2SH