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Pay it forward

How Craigconnects is setting the not-for-profit content marketing standard

When it comes to not-for-profit organisations, content marketing is one of the most valuable tools in a fundraiser’s bag of tricks. Not only is it affordable and effective, but it is also one of the best ways to increase awareness around a certain cause. Take the KONY 2012 campaign. While it caused a healthy amount of cynicism and controversy, no one could argue that its prime ambition – to raise awareness about Joseph Kony – hasn’t been achieved.

Here, The Message looks at Craigconnects, a non-profit that is ticking a lot of boxes when it comes to promoting itself – and others – through social media and online content.

You might not be aware of Craigconnects yet, but you’ve almost certainly heard about Craigslist, the more famous older sibling of the initiative, founded by American Craig Newmark.

The point of Craigconnects is to create a platform where non-profits can get a bit of recognition, as well as the opportunity to connect with each other. Using the flow-over publicity from the success of Craigslist, Newmark has committed at least 20 years to championing the causes he is passionate about and allowing non-profits to capitalise (so to speak) on his fame.

Here’s Newmark explaining what his new project is all about:

Connecting with other non-profits through content

One of the main issues facing non-profits is that they are often in competition with other charities for awareness, funds and media attention. Working against each other, however, is in complete opposition to the raison d’être – trying to help people – of most such organisations around the world.

In order to achieve the greatest success, non-profits need to work with, rather than against each other, which is exactly what Craigconnects enables them to do.

Not only does Newmark aim to further the causes of these charities, but he is also interested in finding out how they can help themselves. Recently, the philanthropist created an infographic based on the top 50 non-profits in the US and compared how they used social media. The results are surprising (the highest-earning non-profits were rarely reflected in the top social media results), but are also invaluable to other non-profits wanting to improve their online content strategies.

Craig Newmark has the advantage of 17 years experience in making social media work for him. Non-profits would do well to take a leaf out of the Internet Don’s book and apply some of his own techniques to their campaigns. Newmark himself would be only too happy to help.

 

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