Kiva makes microfinance personal by connecting lenders and borrowers around the
world. These borrowers are looking for loans to grow their businesses. In order for
Kiva to connect these groups of people, they needed to grow the organization and
spread the word about their important work.
Kiva began using Ad Grants to advertise their organization, which quickly became the
largest 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.
“Google and the Google tools we use every day at Kiva have helped us serve more than
2.1 million people around the world and provide more than $890 million in loans to
farmers, entrepreneurs and students who are working towards their dreams.”
Buckley White, Product Marketing Lead, Kiva
Cynthia, a farmer in rural Zimbabwe and a single mother of two, used a Kiva loan to
help keep her crops alive during a record drought in the country.
Cynthia connected an irrigation pond to her fields of okra, sweet potatoes and corn,
linked by a system of pipes and a water pump. A Kiva loan of $1,000, backed by 35
lenders from around the world, helped Cynthia buy the fuel she needs to power the
pump, and keep her crops alive.
She uses some of the profits from her farm to pay her children’s school fees, and is
paying to continue her own education as well. She had to drop out of school as a
teenager, but is working to graduate from high school level exams to set a good
example for her children and other young girls.
“Life without education is like a plant without water. So I am committed to sending
my children to school, no matter what,” Cynthia said.
By generating traffic using Ad Grants, visualizing donations on Google Maps, and
engaging with the community through YouTube, Kiva has generated more than $890
million in funded loans to its 2 million borrowers.