Category | Content Marketing
Division | Nonprofit
In 2017, GlobalGiving launched its content marketing hub, Learn Library, to acquire new nonprofit partners to our community, which connects nonprofits with resources and donors and companies with charitable projects.
One year later, we had produced 150+ articles on topics from crowdfunding to technology. Our strategy yielded 185,128 views, 5,736 email leads, and 157 applicants (conversions). However, as a nonprofit, GlobalGiving's goals must support our business needs and advance our mission to transform aid and accelerate community-led change. We became aware that our content marketing strategy should move beyond a growth-only mindset.
Our target audience is local nonprofit leaders who lack access to the resources they need to become financially sustainable, largely due to inequitable distribution of aid. Through content marketing, we want to attract nonprofit leaders in need of resources to join our community and encourage them to share their perspectives.