This paper describes a 16-year client/agency partnership that has saved the lives of an estimated five million children and built a distinctive model for charities to use paid advertising to create value for, as well as from, regular donors. Three strategy phases are described, starting with a focus on performance before moving on to brand response and then finally, engagement. Metrics evolved accordingly. Initially, TV was the sole media channel, with digital and print added later. This paper presents evidence that total marketing spend of £63.4m generated £448.8m net income during the period. And as a result of funds raised millions of people gained access to clean water and decent toilets.