Case Study: Charity: Water boosts donor engagement with Persado

How charity: water Used AI to Find the Narrative Which Inspired the Most Engagement

charity: water, a nonprofit dedicated to bringing clean, safe water to communities in need, needed a more data-driven way to improve Facebook acquisition and engagement. While they had been testing different imagery, messages, and calls-to-action, they wanted clearer insight into which stories would resonate most with new audiences and help recruit more monthly recurring donors. They worked with Persado and its AI-driven creative testing technology to better understand what motivated their audience.

Persado helped charity: water generate and test 16 Facebook ads across 1,024 permutations of emotional sentiment, imagery, and narrative. The experiment revealed that community-focused language and encouraging messaging outperformed mission-statement copy, and that imagery drove more than 50% of engagement. The results included a 227.4% difference between the most and least effective messages for conversion rate, 3,056 more website conversions, a 20.6% increase in website content views, and a 32% conversion rate uplift across audiences, with a 146.56% uplift for the 1% lookalike audience.

Charity: Water

Jason Keramidas

Chief Product Officer