The Challenge
Water for All is a Kenyan nonprofit committed to sustainable access to safe drinking water in rural and underserved communities. Despite strong field results and a committed team, their online fundraising was underperforming — donation page visits were low, conversion rates were inconsistent, and donor retention was a persistent concern.
They approached Humanix with a clear objective: build a digital fundraising campaign that would generate meaningful online donations and lay the groundwork for ongoing supporter engagement.
The Strategy
Rather than launching a broad awareness campaign, we focused on a single, specific campaign objective: funding the installation of community water points in three target communities in western Kenya.
The campaign was built around a clear funding goal, a defined timeline, verifiable project costs, and a compelling narrative about the communities involved.
We developed the campaign across three phases: pre-launch audience building, active campaign execution, and post-campaign donor engagement.
The Creative Approach
Impact storytelling was central to the campaign. We worked with the Water for All programme team to document the situation in the target communities — the daily distances travelled to collect water, the health implications, and the voices of community members describing what access to a local water point would mean.
This content formed the foundation of the campaign's digital materials: a campaign landing page, email series, social media content, and a short video produced with the field team.
All content was reviewed for accuracy, appropriate consent, and alignment with the dignity of the communities involved.
The Channels
The campaign ran across email, Facebook, Instagram, and Google Search — including Google Ad Grants. Each channel served a specific role: email engaged existing supporters, social media extended reach to new audiences, and search captured people already looking for water access organizations in Kenya.
A dedicated campaign landing page replaced the organization's general donation page, providing campaign-specific context and a streamlined donation experience optimized for mobile.
The Results
Across the campaign period, online donations increased by 212% compared to the equivalent period in the previous year. The campaign exceeded its funding target within six weeks, with the remainder of the campaign period used to build a foundation of recurring donors.
Donor retention from the campaign has continued to outperform the organization's previous baseline, supported by a structured post-campaign communication journey.
What Made the Difference
Several factors contributed to the campaign's performance: a specific and credible funding goal, content grounded in genuine community evidence, a mobile-optimized donation experience, and consistent follow-through with donors after the campaign closed.
The results were not simply the product of increased advertising spend. They reflected a coherent campaign strategy applied consistently across every touchpoint.
How Humanix Can Help
Humanix helps African NGOs design, execute, and measure digital fundraising campaigns that connect compelling missions with the supporters who care about them.
Ready to build your next campaign?
Explore Humanix Fundraising Marketing Services or contact our team to discuss your goals.