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WaterAid
Re-writing the rules of fundraising with #Untapped
In the charity sector, proximity to cause is a key motivator for giving. WaterAid’s solution was to create a campaign that immersed our audience in the day-to-day life of one of the communities WaterAid helps – the village of Tombohuaun, some 4,000 miles away in Sierra Leone. This was a performance campaign with a difference, prioritising brand engagement over asking – inviting people to like, share and be part of the community so that they’d be more likely to want to donate to it.
Awards for WaterAid #Untapped
Performance Marketing Awards - Best Brand Engagement Campaign
Drum Marketing Awards - Advertising category
Drum Marketing Awards - Not for Profit (Highly Commended)
Campaign For Good Awards - Best fundraising & advocacy campaign global
Third Sector Excellence Awards - Best Fundraising Campaign
DMA Awards - Charity Category
DMA Awards - Best Integrated Campaign
#Untapped smashed all targets, with 76% of donations occurring after just one visit to the Untapped website. This generated a staggering fundraising total of £8.2 million and delivering an overall ROI of 5.2.
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£8m
Raised
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5.2
Average ROI
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76%
Donations from 1 web visit
“This campaign was a phenomenal success for us. Hitting the fundraising target and maximising the Aid Match contribution was key. This required us to think about Performance in a different way, ensuring every touchpoint helped ladder up to a single goal. The Kite Factory, The Good Agency, Tin Man Communications and KRPT Group were all integral to helping us smash that challenge.”