How #TeamWater with MrBeast inspired a new generation of fundraisers

With over 450 million subscribers, MrBeast is YouTube’s biggest creator. When he agreed to partner with WaterAid earlier this year, the NGO managed to inspire millions and exceed their fundraising targets, Jennie York, Executive Director of Fundraising and Communications at WaterAid UK writes.

One in ten people don’t have clean water close to home, and extreme weather patterns are making this situation worse. Yet water remains a neglected area of UK aid spending, despite WaterAid research finding that it’s a top area of concern for the British public. To tackle this global crisis, we therefore need funding from all different sources – from governments, to philanthropists, to charities.  

In a world awash with causes competing for attention, NGOs are facing an increasingly challenging fundraising environment, but there are always new and exciting opportunities, especially as we become an increasingly digital world. Platforms like YouTube, TikTok and Instagram are starting to dominate the market with over 1 billion hours of YouTube content watched each day, globally, as it becomes the UK’s second most-watched media service. To reach the next generation of givers, we must meet them where they are: online, engaged and invested in purpose-driven, organic storytelling. 

In August, WaterAid was announced as the global partner of #TeamWater, a bold new creator-powered campaign to inspire and engage a new generation and bring clean water to 2 million people for decades. MrBeast and Mark Rober led the charge with call-to-action videos across their platforms, activating a global network of creators with billions of subscribers to raise awareness and drive donations. This campaign was never just about them. It was a global movement, inspiring action around the world. 

#TeamWater builds on the success of #TeamTrees and #TeamSeas, two creator-led campaigns by MrBeast that collectively raised over $50 million. Access to clean water is something MrBeast and Mark Rober are both passionate about, and as WaterAid is a trusted organisation with more than 40 years of experience, we were a natural choice of partner.

We worked with the team for a couple of years to plan the campaign and ensure the project was deliverable and achievable.

YouTube creators helped us reach new audiences

Through MrBeast and Mark Rober’s networks, platform outreach and the viral nature of the campaign, content creators from across the globe produced content in support of #TeamWater, helping us to access millions of engaged viewers, that we would not be able to reach otherwise.

We spread the word about #TeamWater online, on TV and radio, and across social media channels, engaging with new and existing supporters. The campaign involved a wide variety of activities, from Fortnite integrations and record-breaking livestreamed fundraising, to sharing stories from communities whose lives have been transformed through access to clean water. 

While most promotion took place on social media channels with YouTube, TikTok and Instagram being the primary ones, WaterAid also promoted the campaign on our owned and shared channels, as well as securing media coverage. In the US, MrBeast and Mark Rober were interviewed on influential programmes such as The Today Show and Jimmy Kimmel Live, while we secured a range of radio and print interviews for British influencers and WaterAid staff in the UK.

We wanted to keep authentic storytelling at the heart

Respectful and authentic storytelling is a top priority for WaterAid, and at the heart of the campaign were the communities we work alongside to provide a lasting supply of clean water. 

Influencers including MrBeast and UK scientist Big Manny visited WaterAid’s work to help produce powerful content for their channels to engage their audiences in tackling the global water crisis. 

We were delighted to work with content creators from across the world, including Ghanaian travel vlogger, Wode Maya, who was keen to join the campaign and speak to his audience about one of the big issues impacting people in his country. Alongside social media star, Gisela Amponsah, they used their platforms to tell the stories of women now growing vegetables all year round, despite drought conditions, and midwives now able to deliver babies safely – all because they have access to clean water  

By partnering with thousands of content creators who brought their own perspectives, #TeamWater started a truly global conversation led by a range of voices. By putting communities at the centre of their own stories in this way, we aim to tell powerful, positive stories that inspire action and respect. 

The collaboration exceeded fundraising targets

There was a dedicated #TeamWater campaign platform at teamwater.org, where supporters could donate, set up a fundraiser, and see the running total of money raised with their names on the leaderboard. A toolkit for content creators was also provided, so they could promote the campaign on their own platforms. The short timeframe to raise the money kept the campaign relevant and urgent. 

Through crowdfunding and an online auction supported by community-driven engagement, the initiative exceeded the target of £30 million ($40 million) in just one month. With globally recognised names helping to open the door to philanthropic and corporate sponsors coupled with WaterAid’s credibility, big donations were also an important part of us reaching our target.

As the global partner, WaterAid provides four decades of global water expertise to accompany the power of creator influence and ensure the money raised will make lasting change. All funds raised will go towards long-term, sustainable water solutions – from solar-powered wells to hundreds of miles of pipes – for homes, schools and healthcare centres

Change starts with water. Clean water means women don’t waste time walking long distances for water, girls can go to school, hospitals can give good care, and communities can thrive. It means people can break free from poverty and build the lives they want, with dignity. 

Jennie York, Executive Director of Fundraising and Communications at WaterAid UK.