- Organization
- Project Type
- Program
- My Role
- Tools
- Focus
- charity: water
- Client-Based Academic Campaign
- Global Career Accelerator at Arizona State University
- Campaign Strategist, Visual Designer and Copywriter
- WordPress and Canva
- Campaign Strategy, Web Design, Social Media and Copywriting
Project Details
I completed this client-based campaign project through the Global Career Accelerator program at Arizona State University. Working from an official charity: water campaign brief and brand guide, I developed a college-focused campaign encouraging students to join The Spring, the organization’s monthly giving program.
The brief identified a goal of gaining 2,000 college donors contributing at least $1 per month. From there, I created the campaign strategy, landing page, social content, influencer recommendations, paid advertising concepts, retargeting plan, and campus engagement ideas.
The Campaign Challenge
Charity: Water wanted to build stronger relationships with college students interested in activism, nonprofit work, environmental causes, and charitable giving. Although The Spring already had a large community of monthly donors, college students represented a small portion of its supporters.
My challenge was to make monthly giving feel accessible and relevant to students. The campaign needed to follow charity: water’s established brand while showing how even a small monthly contribution could support meaningful change.
Landing Page
I designed and built a WordPress landing page for a college-focused version of The Spring. The page connected monthly giving with campus involvement, student fundraising, and community action.
The design used clear messaging, strong calls to action, and student-centered imagery to explain how a small recurring donation could contribute to long-term access to clean water.
Organic Social Campaign
I developed three Instagram content pillars to guide the campaign:
- Educational Awareness
- Inspiration Through Action
- Activism and Advocacy
Using Canva, I designed posts that explained the water crisis, shared personal stories, promoted campus fundraising, and encouraged students to join The Spring. I also wrote the headlines, captions, calls to action, and supporting campaign copy.
The visuals combined photography supplied by charity: water with licensed stock images that I researched and selected. I handled the image selection, composition, typography, color, and overall presentation so every piece felt connected to the same campaign.
Clean water is life-changing—and achievable. 🌟 Be part of the solution. Join The Spring and help bring clean water to more communities! 💧
#charitywater #TheSpring
Influencer Strategy
I created influencer content guidelines and selection criteria based on audience relevance, authentic content, active engagement, and alignment with social or environmental causes.
I researched creators and student-led accounts that could help charity: water reach college-age audiences through trusted voices. My recommendations included cause-focused creators, student organizations, and campus accounts capable of encouraging participation beyond traditional advertising.
Paid Social and Retargeting
I developed interest-based and retargeting advertising concepts to support the campaign. The interest-based strategy focused on reaching college students interested in activism, nonprofit organizations, environmental causes, and charitable giving.
The retargeting strategy focused on students who had visited the charity: water website or engaged with related social content. Proposed performance measures included monthly donor sign-ups and cost per acquisition.
Since you were not given campaign updates after the program ended, this section should describe these as proposed strategies and KPIs, not confirmed results.
Campus Engagement
To move the campaign beyond digital advertising, I proposed several ways for students to participate directly:
- Student-led charity: water clubs
- Campus ambassador programs
- Fundraising events and challenges
- Partnerships with sports teams and Greek organizations
- Peer-to-peer advocacy and social sharing
These ideas turned students from passive viewers into potential fundraisers, advocates, and long-term supporters.
What I Took From It
This project brought together nearly every part of campaign development: strategy, visual design, web design, copywriting, audience research, influencer marketing, paid advertising, and community engagement.
I am especially proud of how consistent the final campaign feels. By combining charity: water’s supplied assets with carefully selected licensed photography, I created new visuals that stayed true to the organization’s identity while speaking directly to college students. The project showed me how an established brand can connect with a new audience without losing what makes it recognizable.
Proposal
View the Full Campaign Proposal