Tallam

01 — The Challenge

Tallam relied heavily on seasonal giving (Ramadan), with donation volume collapsing outside of that window and minimal recurring-donor infrastructure.

02 — Strategy

1. 01

   Built always-on storytelling campaigns highlighting specific causes rather than generic asks.

2. 02

   Introduced a recurring-donation product and built dedicated campaigns around it.

3. 03

   Used Snapchat to reach a younger donor demographic with vertical video storytelling.

03 — Execution

1. 01

   Ran always-on Meta campaigns rotating through cause-specific stories with clear, single-action CTAs.

2. 02

   Built a Snapchat-first creative format optimized for vertical, sound-on storytelling.

3. 03

   Layered a recurring-donation retargeting sequence for past one-time donors.

05 — Lessons & Future Scaling

Specific, story-led creative consistently outperformed generic appeals — donors responded to causes they could picture, not abstract totals.