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

What we did

Together with agency partners The Good Agency, Tin Man and KRTP, we created a performance campaign with a difference. Prioritising light touch engagement over asking, we invited people to become part of the Tombohuaun community and encouraged them to like and share content to entice donations.

What we did

We used PR, Social, Cinema and OOH for reach and digital channels to deliver immersive village experiences, with performance channels (DRTV, DM and inserts) underpinning the activity to help deliver the donation target. Immersive digital experiences included ChatBot tours of the village, a 360 degree video from the waterhole itself, village nickname generators and “how to” village craft videos.

#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.

  • £8m


  • 5.2

    Average ROI

  • 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.”
Jon Eserin, Individual Giving & Engagement Lead at WaterAid

Our work

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