WaterAid

Challenge

WaterAid Canada (1 of 7 WaterAid member branches) was looking to acquire new supporters, including several regular monthly donors, to support ongoing initiatives and allow for new program creation. They turned to GainShare Performance Marketing to help them create aggressive yet sustainable growth in a saturated charitable market with little-to-no brand awareness.

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Approach

The budget was maximized on historically top-performing stations during “giving season” using longer-length creative. Pre-existing, top-performing creative from other (US and UK) markets was leveraged and adapted for Canadian Market. A detailed testing matric was developed to evaluate effectiveness of individual stations, creative length, creative messaging and opportunity to optimize. Spend and station mix effectively distributed on seasonal trends, capitalizing on drag response.