Compassion started in 1952 and has since grown to become the 8th largest charity in the U.S. Yet, despite their history and size, they still needed to scale their impact to meet the growing needs of children in extreme poverty. Whiteboard partnered with Compassion International to conduct a holistic reimagining of their brand. We spent months auditing past marketing efforts, leading workshops, and hosting focus groups with internal stakeholders. We also conducted over 100 in-depth interviews across 16 countries exploring the current state of donor engagement and brand perception. We discovered that because supporters thought of Compassion only as 'child sponsorship,' their model didn't resonate with next-generation supporters who didn't fully understand the depth of Compassion's work. We created a brand strategy that re-positioned Compassion to highlight their community-based approach to international development and their unique ability to deliver high-impact results.