Hair dye keeps running?

🤔🤔

I dyed my hair navy blue last night and dye keeps running whenever I wet it or put product in it.

I did not bleach my hair before hand, and the ends of my hair was a light brown from me lightening it with developer alone over time.

The instructions said to keep rinsing my hair until the water is clear, but it kept running blue. So, I tried rinsing it today using cold/cool water and and it kept running blue. It just won’t stop.

How can I stop this??