Goal

 

 

charity: water used storytelling to raise awareness of the global water crisis and inspire people to give. By creating a video to share the charity: water story in a compelling and personal way, the team showed how bringing clean water to people in need impacts both those who give and those who are served by the water projects. At the end of the video, the organization asks people to join The Spring, its monthly giving community.

The non-profit decided to use Facebook video ads to increase video views. Targeting the right audience was the key to bringing in donations. charity: water created a Custom Audience of existing members of The Spring, then created and targeted a Lookalike Audience of people who were similar to these members and other donors. Because charity: water has the Facebook pixel installed on its website, it was able to retarget ads to people who had previously visited or taken an action there.

The organization followed a philosophy of testing and learning with its ads. In addition to continually testing different audience targeting strategies, charity: water advertised across Instagram, Audience Network and Facebook to reach a larger audience and increase donations.