Overview
Bal Raksha Bharat, the Indian chapter of Save the Children, has been working since 2004 to protect children's rights across the country. Their work spans health, education, and child protection, built on the belief that a secure childhood creates a secure future. They operate at scale, across some of India's most underserved communities.
Goal
The goal was to grow donation volume and fundraising revenue across multiple platforms, do it profitably, and actually be able to trust the numbers behind every decision. That last part mattered more than most people realise, because the existing data was broken, and no one knew it yet.
Challenges
The biggest problem wasn't performance, it was measurement. Google Ads was reporting conversion values nearly 5x higher than actual UTM-tracked donation revenue, meaning every budget decision was built on inaccurate data. On Meta, the platform was running purely on awareness objectives, reach, impressions, zero donations. Spend was going out every month with nothing to show for it. Fixing both of those was the starting point for everything else.
Bal Raksha Bharat runs one of the most important missions in the country. Getting the fundraising engine right isn't just a marketing challenge, it directly affects how many children the organisation can reach. That's the standard every decision was held to.
