A green strategy to reach more climate-conscious donors
The temperature of the earth keeps rising, and in effect, the earth is drying out. To stop this desertification and climate change we must take action now. Justdiggit, together with farmers and local parties, greens dry soil in Africa to make it fertile again. With their campaigns they spread awareness about nature-based solutions and call to action: Dig in! Justdiggit looked for a way to better streamline their digital marketing channels and expand their community of donors.
A worldwide regreening movement
Together with farmers in Africa, Justdiggit digs crescent-shaped circles (called “bunds”) in dry soil. Rainwater can be collected here and that ensures that the soil becomes fertile and green again within a year. This is not only necessary for the local living conditions, but also for humans and nature worldwide. With climate change at stake, this is an opportunity where DEPT® as a B-Corp organisation, is happy to contribute.
The community of Justdiggit consists partly of local partners and communities that work the soil, and donors & ambassadors that create a worldwide awareness to financially contribute to these solutions. Donors primarily come from European countries (such as the Netherlands, the UK, and Germany), where donations go to environmental projects. To expand this community on a worldwide scale, we first had to determine what our focus was and how donors could be reached. Furthermore, we had to streamline our online marketing channels better.
Since all media budgets are pro bono and therefore limited, choices had to be made on how we could best use our budget. Both per channel, and on a national scale. Where did we see the most opportunities, and how could the community be expanded?
To maximise the impact of the marketing campaign, four phases where set up:
- Analysis of the market attractiveness
- Analysis of donations and media behaviour among the target group
- Optimal media mix based on (grant) media budgets
- Effectively measuring the growth of a community
We combined our power with Justdiggit for this green mission. After rolling out the strategy, we saw the following increases in performance:
- 16% growth in turnover from donations
- 35% growth in sessions
- More hearts were greened? Check!
Strategist, Digital Marketing NL
Using the power of technology for a good cause
What do you get when you bring digital and tech together with a good cause? A digital marketplace where donors are linked to African farmers, who shovel life back into the barren soil.
The climate is one of the major concerns of this generation. Realising this, Justdiggit trains people in areas of drought to dig half-moon circles in which rainwater is collected. This process of ‘greening’ ensures that the land will be fertile again within a year, something that is vitally important for the local population and which, on a larger scale, the whole world can benefit from.
Climate change is one of the major concerns of this generation
Spreading the knowledge
Justdiggit focusses on spreading their knowledge all the while empowering locals to organise and carry out the work themselves under the guidance of fundi’s, the local rangers. In order to have a lasting and positive effect on the climate, Justdiggit needs to fertilise as many hectares of land as possible, something it simply cannot do by itself. They believe that empowering the local population is a sustainable solution.
Justdiggit asked DEPT® how technology could help them achieve their goals. As we’re committed to making a change, the agency is a breeding ground for social and sustainable initiatives. So within DEPT®, a team was put together to give a helping hand.
In a strategy and design sprint, the team designed a platform where farmers who want to dig holes in a qualifying area are linked to people who want to sponsor them. Research showed that many of the farmers in African villages are well connected. They completely skipped landlines and ADSL and take care of a lot of business mobile. For example, over 40% of the population of Tanzania does their banking via M-Pesa, which amounts to 95 million mobile money transactions per month.
People in the West can easily donate money through Ideal and in the background, a system automatically connects the donations to all the farmers who are allowed to dig in a qualifying area. Once a hole has been dug, it is captured with a photograph. The donor receives the photo and the transaction overview. It is a fair system and a perfect example of cutting out the middleman, where Justdiggit is purely the facilitator.
The marketplace/app works as follows:
- People in the West can easily donate money through Ideal.
- In the background, a system automatically connects the donations to all the farmers who are allowed to dig in a qualifying area.
- Once a hole has been dug, it is captured with a photograph. This photo is approved by a fundi, who acts as a kind of overseer, and then the transaction is made.
- The donor receives the photo and the transaction overview. Digging a hole costs €3,64, of which €2,02 goes to the farmer (55%). The rest of the money goes to the purchase of seeds (27%) , the salary of the fundi (5%), transaction costs (5%) and the protection of project areas against overgrazing by cattle (8%). It is a fair system and a perfect example of cutting out the middleman, where Justdiggit is purely the facilitator.
The most important quantitative goals of the platform in 2019 were to raise the average donation height. Our prognosis was that the combination of complete transparency of the chain and higher engagement by use of messenger and/or the platform would make this happen.
This worked out: the particular donations via the platform is now €34,35 per benefactor; that’s almost three times than the regular online donation to Justdiggit before the launch of the tool. This was far above expectations, especially when you keep in mind there’s been no paid media involved.
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