Activating the next generation of �charity: water donors

PORTFOLIO PROJECT: PART 2

Hannah D. Fettig

The Spring: A New Donation Program for College Students

charity: water

LANDING PAGE

This new program, The Spring, is designed to resonate with college students for several reasons. Its message is strong, clear, and inspirational - traits that can be found in Gen Z college students.

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The imagery and text tell a story that is uplifting, focusing on hope, rather than guilt. The program is incredibly transparent, with the CTA clearly visible in the subheading, specifying the exact amount The Spring aims to raise from each user. Transparency is an important value to Gen Z college students, as highlighted in CCS Fundraising article.

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Organic Social

charity: water

Instagram content pillars targeting �college students

Instagram Handle: @hannahfettiggca

#1

IMPACT STORIES

Share real-life stories of communities transformed by access to clean water. Highlight individuals, families, and entire communities whose lives have been positively impacted, showcasing improvements in health, education, and economic opportunities.

#2

EDUCATIONAL

#1

COMMUNITY

ENGAGEMENT

Focus on educating the audience about the global water crisis. Share information on how donations make a direct impact, with a focus on the specific cost of providing water (e.g., "$20 a month brings clean water to 6 people"). This pillar establishes the company as a trusted, knowledgeable resource on the subject.

Directly encourage people to take action, whether by donating, sharing, or spreading the word. These posts will emphasize the urgency of the cause, reminding followers that their monthly gift can change lives.

charity: water

INSTAGRAM POSTS

IMPACT STORIES

EDUCATIONAL

COMMUNITY ENGAGEMENT

Influencer Marketing

on TikTok

INFLUENCER CONTENT GUIDELINES

• Content should be uplighting and educating, with the intent to encourage college students to donate $1 a month.
• Content must show how effortless and impactful it is for college students to contribute $1 per month to charity: water, highlighting the transformations their donations bring to the communities in need.
• Influencer must be located at a university in the United States.
• Tone should be authentic and positive. It should uplift and inspire, rather than grieve.

INFLUENCER SELECTION CRITERIA

• Engaged student audience: Influencer must have a strong, engaged following of $5K+ and must display their ability to connect with college students.
• Authentic and Inspiring Tone: Influencer must communicate how essential it is for people to participate in The Spring.
• Location: Influencer must be a university student located in the United States.

INFLUENCER SELECTION

charity: water

Prach on Earth,

@prachonearth

Atlanta, GA

Lauren Clark,

@ultimatelionsfan

Chicago, IL

Chichi,

@chichis.diaryyy

Dallas, TX

Paid Social

charity: water

INTEREST-BASED AUDIENCE

Objective: The ad objective is to drive sales, as the primary goal of the campaign is to inspire college students to contribute a minimum of $1.

KPI: Website Clicks

Cost-efficiency metric: Cost-per-click (CPC)

charity: water

INTEREST-BASED �AD CREATIVE

charity: water

RETARGETING STRATEGY

I recommend targeting users who have visited the website within the past 80 days. These individuals are likely considering a donation, and retargeting them helps reinforce their interest while encouraging follow-through.

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charity: water

RETARGETING AD CREATIVE

Thank you!