Background
In a context of diminishing trust in the charity sector and falling returns to traditional fundraising appeals, WaterAid aimed to raise more than ever before in a UK Government match-funded appeal and at least a minimum of £3.9m, which would be doubled to £7.8m. To do so they needed to extend audience reach beyond classic charity givers and make a limited media spend work harder than ever before. Untapped was the result.
This article is for Directory subscribers only
