House Parties: Experiential Marketing for Global Aid

Chip Carter and colleagues of Plan International USA in the U.S. will evaluate a proven marketing model, the House Party, as a new distribution mechanism to enhance participation in international development causes. Supporters of child-focused international programs have been recruited in the U.S. to host house parties that use literature, short films, and other materials to directly engage and educate a broader network of long-term supporters. They will measure and document the effectiveness of this approach and its potential for replication at scale.