Zindagi Trust

Leveraging widespread use of WhatsApp in Pakistan to drive reach and fundraising.

Zindagi Trust, a non-profit organization dedicated to revolutionizing education in Pakistan, found success reaching and engaging supporters as an early adopter of WhatsApp Channels.

Challenge

Usage of WhatsApp is ubiquitous in Pakistan, and Zindagi Trust wanted to capitalize on this popularity, while cutting through the noise to stand out on the platform. The organization set out with the objective of reaching new audiences, raising awareness, facilitate fundraising.

Solution

Zindagi Trust launched a WhatsApp Channel, one of the first organizations in Pakistan to do so. They deployed a consistent posting strategy incorporating quality content, photos and videos about their initiatives, optimizing for the best times to publish. Emphasis was placed on initiatives extending beyond model schools, impacting government schools nationwide. This inclusive approach aimed to garner support for comprehensive educational reform, reflecting the organization's past successes in fostering positive change across Pakistan.

Results

By activating a multimedia strategy on their WhatsApp Channel, Zindagi Trust saw a significant surge in followers, an increase in donations, and increased reach across their social ecosystem.

• Growth in followers, reaching 1.3 million.
• 15% increase in reach and followers of the organization's presence on other Meta platforms (Facebook, Instagram, Threads).
• 7% increase in donations on the Zindagi Trust's website.
• Consistent high engagement on WhatsApp channels, with over 1,000+ average reactions per post and 70% positive reactions on each post.

Learnings

• Create a daily posting schedule or a content calendar, and also focus on peak engagement times tailored to your region.
• Integration of short videos (15 seconds or less) into content with preview links for simplified access, leveraging both square (1:1) and vertical formats (9:16).
• Emphasis on cross-platform engagement, encouraging the audience to explore other social media profiles (Instagram, Facebook, Threads) using WhatsApp channels as a gateway.
• Effectiveness of capturing audience attention with post previews as a strategy to pique curiosity and drive interaction.