Target Segment: Filipino internet users (ages 25-50).

Challenge: How might we increase net users' perceived trust and impact of a human rights organization when choosing a cause to donate money to? How might we increase net users' sense of confidence towards sharing financial donation initiatives with others in their online network?

BD Solution: AHA! BD designed three online solutions (Kinse sa Kinsenas / Add to Heart / Tulong Sundays): a payday (15th and 30th) social media campaign with curated advocacy lists, an e-commerce store selling donation vouchers for a specific advocacy, and a campaign prompting Sunday giving to increase the salience of the act. All prototypes prompt sharing the calls to friends and family.

Results: Payday campaign clicks significantly related to donation frequency [F(1,44)=6.857, p=.012; R2=13.5%], amount donated [F(1,44)=17.903, p<.001; R2=28.9%], and frequency of sharing [F(1,44)=9.522, p=.004; R2=17.8%]; e-commerce clicks related to donation frequency [F(1,35)=5.543, p=.015; R2=15.7%] and amount [F(1,35)=6.382, p=.016; R2=15.4%]; 71.85% invited friends; increased HR knowledge, perceived importance, and empathy, with decreased perceived risk across prototypes.