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Became the Digital Strategist and Fundraising Amplifier; leveraged innovative, cost-effective digital tools to mobilize widespread public contributions for flood relief in Karnataka.
In 2019, Karnataka experienced unprecedented flooding due to incessant rains, devastating the northern regions. The Chief Minister, B.S. Yeddyurappa, initiated a public campaign to raise funds for relief efforts. However, traditional fundraising approaches needed to be supplemented with modern, scalable solutions to ensure widespread participation and efficient resource mobilization.
Challenges
• Urgency: Immediate action was required to generate substantial funds within a short timeframe.
• Accessibility: The donation process needed to be seamless and user-friendly to encourage participation from a broad demographic.
• Budget Constraints: The campaign had a minimal advertising budget, necessitating maximum impact with limited resources.
Approach:
Digital Advertising:
• Google Ads: Designed targeted ads to reach diverse audiences across Karnataka and beyond.
• Facebook & Instagram Campaigns: Created engaging posts to drive awareness and encourage donations.
• Innovative Donation Mechanism:
Introduced a QR Code in the ads, enabling users to make direct UPI-based donations to the Chief Minister Relief Fund via their smartphones.
• Cost-Effective Strategy:
Maximized reach and engagement with a limited budget of just ₹71,000.
• Analytics and Optimization:
Continuously monitored ad performance to ensure optimal allocation of resources and improve campaign outcomes in real time.
Result
• Funds Raised: The campaign successfully generated ₹28 lakhs within one week.
• Return on Investment: Achieved exceptional ROI by raising substantial funds with minimal advertising expenditure.
• Public Engagement: The innovative QR Code mechanism significantly enhanced ease of donation, leading to widespread participation.
