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Untapped

WaterAid

Issue 47 | June 2018

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.

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