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charity: water’s mission is simple: to help bring clean and safe water to every person on the planet. And to fulfill that mission, the non-profit works with local partners to fund water, sanitation, and hygiene projects for rural communities across the globe.

Just like any other non-profit organization, charity: water requires donations of both money and time from those passionate about ending the water crisis. Currently, many donors are involved in community events, yet these events are not highlighted on charity: water’s website.

Could showcasing user-generated content relating to community events increase awareness, involvement, and donations? We could test that.

The Opportunity: Website Visitors Can Only Learn About Community Events via Social Media

Donors are critical to any non-profit. That’s why it’s critical to involve them in the mission. Non-profits can do so by building relationships with their donors through marketing strategies that focus on engaging their communities and building trust.

One way to do this is by leveraging user-generated content. This is content created by those who support a non-profit. For example, a donor may upload an image to Instagram during a charity event. The non-profit can then engage with this photo and showcase it on their website to build awareness and foster relationships.

Currently, charity: water doesn’t feature user-generated content on their website. Users must visit their social media pages to learn about community events.

The Control

charity: water could be missing out on a number of monetary and time donations by not posting about community events on the website.

Our Hypothesis: Adding User-Generated Content Will Increase Donations & Community Involvement

According to, 29% of online donors say that social media is the communication tool that most inspires them to give. And Mavryk explains that user-generated content is 35% more memorable and favorable, and 50% more trusted than traditional imagery and media.

That’s not all. Nosto found that 92% of people trust peer recommendations more than any form of marketing. Advocates posting about your cause on social networks is the ultimate form of social proof and endorsement for your mission.

The Potential Fix: Adding User-Generated Content Directly From Social Media to the Website

Our fix would be simple: add aggregate user-generated content from social media directly to the charity: water website. We hypothesize that this change would increase clicks to “Get Involved” and increase donations of money and involvement. We also believe it would decrease bounce rates overall.

The Variation

Adding user-generated content to the website would increase the number of people who click through to “Get Involved” as well as increase the number of donations.

What Can Cro Metrics Test for You?

Adding social content to your website involves some simple code. It’s one of the millions of easy ways that exist to improve your CRO. However, before you make any moves, you must test. To learn more about optimization and experimentation, subscribe to Cro Metrics today.