Despite the abundance of charitable initiatives, a significant portion of the target audience remained unreached, since traditional forms of support were often inconvenient. Competition in the field of animal assistance was high - there were both large, proven organizations and new startups with innovative ideas. In the conditions of such competition, the issue of uniqueness became important. A project based on the monetization of video content promised to be a unique and simple way to attract funding, standing out from other initiatives.
Problem
The main challenge is to remove the audience's barriers and stereotypes about the donation system. The main audience barriers are: 1. Lack of transparency of the process - everything is transparent in monetization. 2. Complexity of the donation process - an accessible method, you just need to watch a minute of video. 3. Lack of personal funds and age restrictions - anyone can watch the video without age restrictions. Other brands in the animal protection industry have used methods such as charity events and collaboration with famous personalities, which often require significant costs and time, which can make implementation difficult.
Solution
The implementation of the project to support the Krasnodog shelter is based on clear mechanics, which includes several key stages. Initially, we focused on developing video content that reflects real animal stories. These videos are created with an emphasis on emotional connection with viewers, which contributes to a more meaningful perception of the project. The key tool in distributing content is the use of the Rutube platform and social networks. The originality of the process ensured great interest from the audience. Thus, the implemented project combined high-quality content, originality of the idea, active interaction with the target audience and competent use of technology, which ultimately ensured sustainable interest and support for the Krasnodog shelter.
Result
In the first two weeks after posting the video, we: 1. Increased the number of donations to the fund by 60% 2. Increased the number of subscription donations by 25% This allowed us to cover the shelter's needs for three months in the first two weeks. The video is still posted and the shelter receives funds from monetization.
