A partnership that has saved five million children’s lives and built a new model for fundraising

IPA Effectiveness Awards Case Study 2020

This paper describes a 16-year client/agency partnership that has saved the lives of an estimated five million children and built a distinctive model for charities to use paid advertising to create value for, as well as from, regular donors. Three strategy phases are described, starting with a focus on performance before moving on to brand response and then finally, engagement. Metrics evolved accordingly. Initially, TV was the sole media channel, with digital and print added later. This paper presents evidence that total marketing spend of £63.4m generated £448.8m net income during the period. And as a result of funds raised millions of people gained access to clean water and decent toilets.

Over the past 16 years we have worked with The Kite Factory to revolutionise our fundraising. We have moved from a model that focused purely on transactional measures, to one that also values interactions, engagement and supporter benefit. We no longer simply measure our supporters’ value to us, but also our value to them. This new, integrated approach truly connects people with the cause, making them partners in our mission.”

Marcus Missen, Director of Communications & Fundraising
WaterAid