Social Impact: How a Nonprofit Became a Content Phenom.
The September Campaign’s content, of course, still calls for action. But in this case, Young emphasizes, “The word ‘donate’ doesn’t appear. The goal is to inspire people to design and run their own fundraisers.”
He explains, “In the past, the call to action would be to pull out a credit card, and quietly sign up for monthly giving. Now, it’s a call to do something really noisy. So, for us, the conversion is huge. It’s not just entering your email to get more content or more pleas through direct mail. It’s a commitment to fundraise. Every single person is running their own content marketing campaign.”