#107: Live from Summit: How UNICEF Canada built, launched and scaled Postcards From Paddington—a flagship branded monthly giving program, with Victoria Mix Higginson

Jul 30, 2025

Victoria Mix Higginson, a key player at UNICEF Canada, shares her journey in creating Paddington's Postcards, an innovative monthly giving program designed for families. She discusses how the initiative blends philanthropy with fun, sending postcards around the globe to young supporters. The conversation delves into strategies for engagement, channel diversification, and optimizing donor connections using seasonal marketing. Victoria also highlights lessons learned from pilot challenges, showcasing how adaptability fueled the program's impressive growth.

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ADVICE

Plan And Prep Before Launch

Plan subscription products far in advance and lock the first months before launch.
Prepare fulfillment, approvals, KPIs and cross-functional systems before you go live.

ANECDOTE

Film Tie-In Boosted Acquisition

The Paddington film release materially boosted campaign assets and reach.
Victoria reported being 130 donors ahead year-to-date after leveraging the movie tie-in.

ADVICE

Raise Price And Cut Fulfillment Costs

Improve ROI by raising price and cutting fulfillment costs in tandem.
Track conversion and retention closely after price changes to ensure no material drop.

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Imagine the impact you could make if your organization had predictable, repeatable, and scalable revenue?

In this session recorded live at the Build Good Summit, UNICEF Canada will share how they created and scaled Paddington’s Postcards, an innovative monthly giving subscription that sends postcards from all around the world to Canadian families making a monthly gift, while teaching children about philanthropy at the same time.

This session is perfect for anyone (beginners and advanced fundraisers!) looking for inspiration on a unique way to connect with new audiences through your monthly giving program.

We’ll discuss actionable insights on channel diversification, key performance metrics to measure success and how we leveraged seasonal moments to drive conversions.

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Thanks for listening!

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#Fundraising #Nonprofit #Philanthropy #Marketing

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