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charity: water

PORTFOLIO PROJECT: PART 2

Activating the next generation of �charity: water supporters

Angel Cisneros

04/12/2024

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charity: water

A new donation program�for college students

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The Spring: New Landing Page

I based my designs off two of college students main concerns: time and money.

I wanted them to input all the info needed on one page, so I also included the payment portal to make it all a one-page interaction.

It also defaults to ten dollars which I feel is more intriguing, and achieves our dollar amount goal.

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Organic Social

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Instagram content pillars targeting �college students

Instagram Handle: the spring

Inspirational post

Q/A Post

“Recipe”post

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“Recipe” post

charity: water

Inspirational Post

Q/A post

INSTAGRAM POSTS

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charity: water

Influencer Marketing on TikTok

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INFLUENCER CONTENT GUIDELINES

  • Content must be… a TikTok or Instagram post, with a hopeful tone. Must include #charitywater and other relevant hashtags.
  • Content must show… our work, with our logo in every image and video. Captions should appeal to younger, college aged people.
  • Influencer must be located in…the United States, with preference for college towns or near well known colleges.
  • Tone should be… a hopeful tone. Avoid using guilt inducing tones.

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INFLUENCER SELECTION CRITERIA

  • Either college aged (18-22) or has a strong college aged audience
  • Is known for having activism as a core component of their content.
  • Particularly popular with older Gen-Z (18-25) or younger Millennials (25-30)

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@littlemissflint

INFLUENCER SELECTION

charity: water

@paperbacks_and_frybread

@zbtheclimateoptimist

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Paid Social

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INTEREST-BASED AUDIENCE

Objective: Sales

KPI: Sale

Cost-efficiency metric: CPA (Cost per Acquisition)

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INTEREST-BASED �AD CREATIVE

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RETARGETING STRATEGY

We should re-target audiences who visited our website through our ads, but only made a one time donation. By personalizing our ads a bit more, maybe including stories of communities that have recently benefited from charity:water’s work. By creating a more personal connection, it will help to encourage past one time donors to instead set up a small monthly contribution.

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RETARGETING �AD CREATIVE

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