Charity: Water Marketing Campaign

Evaine Sun

B.S. Integrated Design and Media
minor in Anthropology
(about to graduate though)

Charity: Water Marketing Campaign

program, individual

2 months, continuous

#digital marketing, #social media, #non-profit

Google Optimize, Google Ads, Meta Ads, Sprout Social, Insense Influencer Platform

The Charity: Water Marketing Campaign is a digital marketing portfolio I created as part of Podium Education’s Digital Marketing program. Designed to inspire and mobilize the next generation of charity: water supporters, this campaign aligns with the organization’s branding and mission to provide clean, safe water to all. It includes theoretical applications of organic and paid social media campaigns on Instagram and Facebook, as well as influencer marketing initiatives. This portfolio is the result of hands-on experience in developing impactful digital marketing strategies for a non-profit cause.

If the pdf preview doesn't display properly, try refresh the page or go to https://drive.google.com/file/d/1SEEelkAlRKzRiUoNo4A_sexwhYA143BK/view?usp=sharing.

Campaign Brief

Activating the Next Generation of charity: water Supporters

Project Overview:

charity: water is a non-profit organization with the mission of bringing safe and clean water to every person around the world. Our programs are made possible through the generosity of private donors.

While we have had success with a wide range of supporters, we have not yet figured out how to activate young people, and in particular, college students.

This next generation is not just critical for the long-term success of charity: water and our mission, but can help us grow and advance our goals in the near-term through fundraising, awareness, and advocacy.

Long-term, we want to create a network and programs that help students to organize activities on their own campuses. These would help charity: water build awareness and ultimately engage new supporters.

This campaign will be our first step toward that goal. We are so grateful for your help!

Objectives and KPIs:

The primary objective of our campaign is to get 2,000 college students to donate a minimum of $1 per month to charity: water.

Currently, most small contributions to charity: water happen via The Spring. While this program is very successful -over 60,000 people contribute monthly to it- fewer than 2% of those are college students. We believe we can change this by redesigning The Spring to be more attractive to college students and driving traffic to it via organic and paid channels.

Target Audience:

College students are quite a broad segment. We would like to start by narrowing it down to the following.

Liberal arts students studying in US Colleges (ideally those with a culture of activism)
Interested in activism, non-profits, water policy and/or environmental causes
Have donated or interested in donating to charitable causes

Landing Page

Original design of the landing page of The Spring

My new design

I shortened the sub-headline to make it less overwhelming, but I kept the sentence with the statistics because I think college students may rely more on quantitative evidence. I modified the CTA with only one button to make it easier to navigate, and I set the default amount as $1 not only because college students may have tight budgets but also because a small amount may feel easier to start, while they can still enter a larger number as they wish.

Organic Social

Instagram Handle: #globaltechevainesun

Content Pillar 1:

Water Projects & Donee Stories

Highlights of the projects
Facts/stats/photos

💧 A New Hope Rises in Konso, Ethiopia

Thanks to your unwavering support, Gugnara | Madiera Village now thrives with clean water! A professional team of drillers brought life to a new borehole, but that's not all – the locals played a vital role in planning and building it, fostering a sense of ownership and empowerment. Learn more at: https://www.charitywater.org/projects/95-3.

Together, we're changing lives, one well at a time! #charitywater

(For Global Tech only, picture and contents not matched.)

Content Pillar 2:

About Us & Behind the Scenes

Processes of the projects

✨ Behind the Scenes: Bringing Clean Water to Konso, Ethiopia

A professional team of drillers brought life to a new borehole at Gugnara | Madiera Village, but that's not all – the locals played a vital role in planning and building it, fostering a sense of ownership and empowerment. Learn more at: https://www.charitywater.org/projects/95-3.

The water crisis is massive, but we can solve it. #charitywater

(For Global Tech only, picture and contents not matched.)

Content Pillar 3:

Get Involved & Donor Stories

Individual campaigns
Partnered campaigns (colleges, etc.)

💙 Gratitude to Jane Doe!

With a heart overflowing with love, she set up a delightful fundraising food stall, savoring every moment as she cooked up delicious treats for a greater cause. She fundraised $2,000+ and donated all to #charitywater!

Join us at: https://www.charitywater.org/get-involved

(For Global Tech only, picture and contents not matched.)

Influencer Marketing (TikTok)

Content Guidlines:

Content must be information on the worldwide water crisis and regional water policies and a brief introduction of charity: water.
Content must show facts and details, the charity: water logo, and call to action. (no unreliable information or other brand)
Influencer must be located in the US. (better if affiliated with US college)
Tone should be genuine, hopeful, informative, storytelling, and celebrating. (no entertaining, exaggerating, or condescending)

Selection Criteria:

Located in the US (better if affiliated with US college)
Micro influencers (1K-500K followers)
Interested in charity, non-profit, humanitarian work, water crisis, environmental issue, activism, or related fields