To capture the attention of potential Millennial donors on Venmo, a digital payment service that doesn’t allow ads, WATERisLIFE hacked into the app by submitting a one cent payment to 1,000 Venmo users. Venmo works like a social media community because people can add personalized messages to their payments, which can be seen amongst each user’s follower community. Thus, along with making the one cent payment, the charity promoted itself with targeted messages to the payees, which then became part of their news feed, further expanding the reach of the message.