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I had the opportunity to work with charity: water, a leading non-profit dedicated to providing clean and safe water worldwide. Our campaign targeted college students, with the objective of encouraging 2,000 students to donate $1 per month. My strategy was designed to align charity: water's mission with the values and interests of the college demographic, resulting in both enthusiasm and long-term commitment from this key audience.
I had the opportunity to work with charity: water, a leading non-profit dedicated to providing clean and safe water worldwide. Our campaign targeted college students, with the objective of encouraging 2,000 students to donate $1 per month. My strategy was designed to align charity: water's mission with the values and interests of the college demographic, resulting in both enthusiasm and long-term commitment from this key audience.
Google & Meta Advertising
I managed and optimized paid search campaigns on Google and Meta Ads to enhance reach and drive donations. Additionally, I developed and executed a targeted marketing strategy focused on Gen Z and college audiences, including the creation of original advertising content tailored to their preferences.
Landing Page
While conducting research to create a landing page for charity: water, I discovered that a common flaw in donation campaigns is the lack of a compelling narrative that connects small contributions to meaningful change. To address this, I named the campaign The Ripple Effect, emphasizing how even the smallest donation can create a significant impact. This approach integrates perfectly with charity: water, reinforcing the link between their mission and the audience's desire to make a difference.
Instagram Content Pillars
Hope and Impact
Share inspiring stories of communities transformed by access to clean water, highlighting the tangible impact of donations. Use before-and-after visuals to illustrate the transition from dirty to clean water, emphasizing the positive change that supporters can create.
Youth Activism and Leadership
Showcase college students who are actively involved in charity: water's mission, sharing their stories, motivations, and experiences. Highlight opportunities for leadership and activism, with the aim of inspiring others to participate in the movement.
Community and Connection
Build a sense of community among college supporters by highlighting shared goals and values. Encourage interaction and engagement through challenges, user-generated content, and community shout-outs.
Influencer Selection Criteria
Audience Alignment:
Target Audience: College students with an interest in activism, non-profits, water policy, and/or environmental causes.
Influencer Audience: The influencer's followers should primarily consist of college-aged individuals who align with the target audience's interests and values.
Authenticity and Engagement:
Genuine Interest: The influencer should demonstrate a genuine interest in social causes and a passion for making a difference.
High Engagement: A strong level of engagement with their audience indicates a loyal following and authentic connection.
Content Relevance:
Storytelling Ability: The influencer should be skilled at crafting narratives that resonate with the target audience.
Visual Appeal: The influencer's content should be visually engaging and align with charity: water's brand aesthetic.
Influencer Content Guidelines
Content must be:
Impactful Stories: Showcase the lives of people impacted by clean water access. Youth Activism: Highlight examples of young people making a difference in their communities.
Community Engagement: Demonstrate a sense of community and shared purpose among college students.
Behind-the-scenes: Offer a glimpse into the work of charity: water and the challenges faced in providing clean water.
Content must show:
Environmentalism: Show care for the environment and sustainability tips.
Youth Activism: Highlight examples of young people making a difference in their communities.
Community Engagement: Demonstrate a sense of community and shared purpose among college students.
Tone should be:
Optimistic and Hopeful: Focus on the positive impact that can be achieved.
Authentic and Relatable: Connect with the audience on a personal level.
Empowering: Inspire viewers to believe in their ability to make a difference.
Urgent: Convey the sense of urgency surrounding the global water crisis.
Influencer location:
United States: To effectively reach the target audience of US college students.
Interest-Based Audience
Objective: Leads - The primary objective is to acquire new donors, specifically college students.
KPI: New college student donors acquired per $1,000 spent on advertising
Cost-efficiency metric: CAC
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