charity: water | The Storytelling Series
The Ask
To write a series of emails that encouraged contacts on the charity: water mailing list to join our monthly giving community, The Spring.
The Idea
Instead of bombarding our readers with big, daunting statistics, we decided to zoom in and go small. We told stories that showcased how charity: water is sustainably tackling the water crisis step-by-step and featured individual people and communities whose lives have been changed by clean water.
Here’s a look at the stories we told:
LETTING LOCAL PARTNERS LEAD
charity: water believes that local partners know what’s best for their communities. Our first email featured just how and why we’re supporting partners working to bring clean water to Mali.
“Only 57% of communities in rural Mali have access to clean water and less than 30% have access to basic sanitation services. But with the help of these unstoppable partners, charity: water is changing the narrative.”
SEEING YOUR IMPACT
charity: water wants every supporter to know where their donation is going and who it’s going to. One of the ways they’ve made this possible is by filming The Journey, a mini-series that takes viewers around the world to meet the local partners and people that their monthly donations are supporting.
INTRODUCING HONORINE
Numbers will never be able to capture the incredible, life-changing impact of clean water. To show just how impactful it is to give clean water, even to one person, we zoomed in on Honorine’s story.
“There are a lot of ways you could describe Honorine—she’s joyful, kind, a wife, and a mother. But when her community in Madagascar received access to clean water, she was able to add another term to the list: entrepreneur.”
The Results
Thanks to these three emails, the hard work of the charity: water team, and our generous supporters, another 668 people will soon have clean water.
Mockups and page design by Micah Barta. Email design by Kristina Brumby. charity: water team includes: Tim Stratton, Joy Caroline Hicklin, Ali Troute, Tyler Riewer, Hannah Bellamy, MZ Goodman, and Steph Chang,