In January 2022, the leaders of the Canadian charity organization International Needs Canada recognized that individual child sponsorship had serious flaws and was not as impactful as it once had been. They sought to move donors from individual child sponsorship to the more beneficial group sponsorship model. The director of communications and marketing had to determine which donor group to target as he launched the program. As the new model could disrupt the industry. The organization also had to consider the reaction of much larger competitors. Furthermore, International Needs Canada was not replacing its own individual child sponsorship model with group sponsorship; instead, both programs would run simultaneously.