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Grow Your Business – A special feature

As more people turn to social media platforms as their first point of contact with family, friends, and brands, it’s no surprise that altruism is getting a digital makeover. Crowdfunding platforms and non-profit organisations are using social media to raise awareness for their causes and drive donations to meet their fundraising goals.

With Facebook, these organisations have the potential to reach and engage more supporters than ever before by relying on the scale and impact it can provide to spread the word about people in need. With a variety of creative formats at their fingertips, they can reach potential and existing donors through impactful and compelling storytelling. With nearly 392M Indians accessing Facebook every month, the platform offers a massive reach and range of ad products and solutions enabling crowdfunding organisations to easily raise funds for those in need. Here is how Ketto, ImpactGuru.com and Milaap are raising

Ketto inspires millions to donate to causes through Facebook and Instagram ads

Founded in 2012, Ketto is known for its crowdfunding efforts to support medical emergencies, healthcare needs and social causes. By promoting its campaigns on Facebook, the company has successfully reached millions of people interested in contributing to a cause that resonates with them.

Ketto adopted a test-and-learn approach to optimise its media plans on Facebook, where it consolidated all its campaigns instead of running them as individual ads. It also experimented with multilingual ads, which helped it attract new donors at an 80% lower cost compared to its regular campaigns.

To do this, the crowdfunding platform used mobile-optimised creative and targeting tools to reach its desired audience by using the Facebook website conversions objective to drive relevant people to its website, where they could donate to people in need. This effective solution helped Ketto turn interested audiences into donors.

For its library of mobile-first creative for Facebook and Instagram, Ketto used templated overlays that provide a consistent colour-scheme, call to action and eye-catching visuals. Instead of pursuing its usual recipient-focused creative route, the company experimented with putting the spotlight on donors.

In addition to fundraising campaigns, Ketto used Facebook apps and services to engage with its donors and build deeper connections via a series of timely updates, outcomes and success stories on Messenger, WhatsApp and Instagram. With interactive ad formats such as poll sticker ads on Instagram Stories, the company fostered meaningful dialogue and thoughtful interactions.

Ketto lends its support to India during the pandemic

During the coronavirus (COVID-19) pandemic, Ketto ran a series of impactful campaigns on Facebook that effectively communicated the urgent need for relief funds. The first campaign raised funds for migrant workers in need of food, masks and medicines, and a following campaign helped fund the purchase of oxygen concentrators and cylinders.

In 2021, a campaign focused on raising funds for a senior citizens’ shelter earned more than INR 2 crores in donations. During this fundraiser,Ketto served mobile-optimised video ads to lookalike audiences based on a Custom Audience of people who had previously watched other Ketto videos or donated to its website. This helped the organisation reach a wider audience – within 72 hours of posting, the video reached more than 8 million people and experienced a 43% jump in click-through rate.

Since 2018, Ketto has seen a massive surge in donors and funds raised – in 2020, the company earned a 2X growth in donations thanks to Facebook. As of 2021, 27% of all donations Ketto receives can be attributed to Facebook campaigns, which help the organisation reach their desired goals within a matter of days.

Ketto lends its support to India during the pandemic

During the coronavirus (COVID-19) pandemic, Ketto ran a series of impactful campaigns on Facebook that effectively communicated the urgent need for relief funds. The first campaign raised funds for migrant workers in need of food, masks and medicines, and a following campaign helped fund the purchase of oxygen concentrators and cylinders.

In 2021, a campaign focused on raising funds for a senior citizens’ shelter earned more than INR 2 crores in donations. During this fundraiser,Ketto served mobile-optimised video ads to lookalike audiences based on a Custom Audience of people who had previously watched other Ketto videos or donated to its website. This helped the organisation reach a wider audience – within 72 hours of posting, the video reached more than 8 million people and experienced a 43% jump in click-through rate.

Since 2018, Ketto has seen a massive surge in donors and funds raised – in 2020, the company earned a 2X growth in donations thanks to Facebook. As of 2021, 27% of all donations Ketto receives can be attributed to Facebook campaigns, which help the organisation reach their desired goals within a matter of days.

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