Pay it forward

June 4, 2012 11:53 am

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.

 

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Read more...

  • Content Marketing News & Views Why Your Brand Needs a Podcast

    Why Your Brand Needs a Podcast

    Can you imagine speaking directly to a captive audience of potential customers? I’m not talking about the room of people you might find at a conference or seminar, but potentially tens of thousands of prospective buyers, listening to you from their home, on their way to work, during their lunch break or maybe even at the gym. This is the power of podcasting, and it’s one of the fastest growing and exciting marketing mediums available to businesses in 2017. It’s […]

    Read more →
  • Content Marketing Features The Power of Personalised Content

    The Power of Personalised Content

    With the incessant growth of digital communications, newspapers and other publishers have been forced to come up with new ways to tell stories. Companies that are not in the publishing business, but use content as a part of their marketing strategy can learn a lot from these emerging storytelling tactics. When it comes to personalised content, gamification is king. The more you can learn programmatically – primarily using data for better targeting – about your customer or audience member, the […]

    Read more →
  • Features Social Media The Latest Social Media Fails

    The Latest Social Media Fails

    There’s one big flaw that all brands have that no one likes to talk about: they’re run by fallible, emotional and sometimes careless human beings. Every once in a great while, these humans make mistakes—they slip up all too publicly on their brands’ social media properties. When this happens, most us watch the disaster unfold with bewilderment at the stark stupidity of it all. While these mistakes often create backlash for brands, and sometimes a bit of recovery work, they’re not necessarily […]

    Read more →
  • Features News & Views Is All Publicity Good Publicity?

    Is All Publicity Good Publicity?

    We’ve all seen those marketing campaigns that went, oh, so very wrong. They’re often around to clog up our social media feeds for a couple of days, garner some negative attention, and then they die off. But the real question for marketers is: how damaging was the campaign to the brand? We’re taking a look at whether or not all publicity is good publicity, and whether you can expect to recover from a serious popular culture blunder. Everyone’s Goal: Good […]

    Read more →
  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →