EP 60: The charity: water Experience Lab: Our Bet on In-Person, Immersive Storytelling with Viktoria Harrison

In this special episode of The Responsive Lab, Carly and Scott bring you the closing keynote from the 2025 Responsive Nonprofit Summit. Victoria Harrison, co-founder of Charity: Water, shares how they created an in-person, immersive storytelling experience that could deepen donor connection and spark transformative generosity.

 

From VR headsets and interactive water walks to science labs and kinetic sandboxes, the Experience Lab is unlike anything else in the nonprofit space. And it’s already raised $2 million in just a few months.

 

In this episode, Victoria shares:

• Why small towns like Franklin can rival major cities for donor community-building
• The importance of leading with a “hook” before sharing your mission
• How immersive, tech-driven experiences can reignite giving in a post-COVID world
• What it means to “zag when others zig” in nonprofit marketing

 

Learn more about Virtuous at virtuous.org/learnmore and download your free Nonprofit CRM Checklist at virtuous.org/crmchecklist