WaterAid Canada (1 of 7 WaterAid member branches) was looking to acquire new supporters, included a number of 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.
More than doubled monthly donors and attracted 1000+ new cash supporters at a cost 35% below target
ROI Above Target
More Monthly Donors Than Target
More Cash Donors Than Target
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.
Let us start planning how to gain more market share.