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Nonprofit

WaterAid

Leverage performance video to acquire new donors

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.

Results

More than doubled monthly donors and attracted 1000+ new cash supporters at a cost 35% below target


118%

ROI Above Target

42%

More Monthly Donors Than Target

20%

More Cash Donors Than Target


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.

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