Facebook was at the cusp of launching its fundraising feature in India. It wanted to understand the local charitable ‘giving’ landscape, plus local feedback on the feature and marketing material for the launch. Our brief was to help optimize this launch material, as well as the feature, to help define the most powerful value proposition for it…

‍

‍

Our report to Facebook recommended the value proposition and key launch elements co-created by India’s local experts on charitable giving and its givers as well. The feature was launched successfully in India but has been indefinitely paused as of 2021 due to new Government of India regulations.