October ‘22 | charity: water

Spring Upgrade

The Ask: Two campaign landing pages with separate messaging for testing (Emotional vs. Economic).

The Idea: What if we asked Spring donors to increase their monthly donations by just $1?

The Result: More than 2600 people increased their monthly giving within three weeks of launch — a first in brand history.

Learnings: Economic outperformed Emotional messaging by 85% with 94% confidence, creating opportunities for future messaging directly addressing inflation concerns.

Photography by Cubby Graham. Video by Carrie Todd. Design by Marissa Jones. Implementation by Melanie Hegelson.