Fundraising • Facebook Ads • YouTube • Targeted Donations

The charity foundation reached out with the need to increase the number of donations and the reach of stories about children who need urgent help.
The main challenge: people see a lot of social advertising, and trust in charity is low. It was necessary to find communication that evokes empathy but does not violate Facebook/Instagram policies.

What was done:

- analysis of all existing campaigns and audit of creatives
- complete restructuring of the advertising framework
- creation of warming posts and vertical creatives
- identification of key audiences most likely to support children
- A/B testing of messages that evoke trust rather than pity
- launch of retargeting for website visitors and page followers

Results:

- the number of donations increased fourfold
- better reach and deeper user engagement
- the foundation's page began to receive more caring inquiries
- stable influx of donations even without an increase in budget
- improved trust in the foundation's brand

This is one of the most emotional and valuable projects, where the result is not just numbers, but real help for children.