Challenge

Kiva makes microfinance personal by connecting lenders and borrowers around the world. These borrowers often do not have readily access to capital to grow their businesses, provide medical assistance or education for their families, or improve their overall livelihoods. In order for Kiva to connect these borrowers to lenders, they need to grow the organization and spread the word about their important work.

Story

Kiva began using Ad Grants to advertise their organization, which is now a major source of online traffic to their website. When a potential lender is researching how they can participate in microfinance, Kiva can generate highly qualified leads. Kiva is able to find people who are already interested in their mission and already looking to get involved with an organization like them.

Kiva has also used YouTube to activate their community by encouraging their fellows, volunteers, and user community to create and upload YouTube videos every day.

“To date, Kiva has provided more than $1.3 billion dollars in loans to 3.3 million farmers, entrepreneurs, families, and other unbanked individuals around the world. Google Ad Grants and YouTube are an integral part of Kiva’s advertising strategy. The visibility provided by these tools have played a noticeable role in sustaining Kiva’s impact.”

Tracey Gill Miller, Lifecycle Marketing Manager, Kiva

Impact

Jacqueline was forced to flee her home in Burundi and start a new life in Rwanda. At first, she struggled to put food on the table and provide for her three children. But Jacqueline is hardworking, honest, and entrepreneurial. She started a soap manufacturing business with the help of a Kiva loan and changed her own life.

213 lenders contributed from around the world to provide Jacqueline a loan of $5,925 to purchase raw inputs and a small soap making machine.

Today, Jacqueline employs several people at her growing business and can send her children to school. She’s thankful for Kiva lenders and strives to “develop the same culture of giving to others in need.”

The traffic generated using Ad Grants, donations visualized on Google Maps, and engagement with the community through YouTube, has helped Kiva achieve their impact and fulfill their mission of providing financial access to help underserved communities thrive.