The brief I walked into
The organisation had a decade of fieldwork behind it but almost no online footprint. Their Facebook page was sporadic, donations came mostly from a small repeat circle, and every awareness campaign required a fundraising push afterwards because the budget was always thin.
The bigger constraint: the team didn't want a "marketing makeover." Anything we did had to sound like the organisation, not like a charity ad.
How I attacked it
We started by sitting down with the founders and turning their actual stories — the field workers, the families served, the partner clinics — into a small bank of honest content. No stock photos. No "donate now" overlays on grief. Just real captions, real photos, real outcomes.
From there I built a content rhythm of 3 posts a week, ran modest awareness ads to a Bangladesh-only audience, and rebuilt their donation page with bKash and bank transfer as primary options (international card was last). A monthly recurring donor flow was added because the cashflow problem was the real fix, not one-off campaigns.
What changed for the business
Reach grew over 200% in six months without sponsoring a single celebrity post. Recurring donors crossed 1,400, which gave the team predictable monthly cashflow for the first time. ৳18 lakh raised in the same period — but the metric the team cared about most was that field staff stopped having to delay programs because of cash gaps.
The voice stayed theirs.