Best Use of Social Media for Social Good: Deep Focus, The Goodness Engine for DonorsChoose.org
Deep Focus
Brand: The Goodness Engine:
Driving Greater Social Impact in the Digital World
Executives Involved
in The Campaign: Ian Schafer
Campaign Brief: Creating effective and efficient marketing that drives
conversion is tough work — people’s attention is fragmented, their interests
many and their loyalty split. It is even harder to create marketing when you
have to be creative with your resources, as non-profits must. That’s why Deep
Focus was thrilled to partner with Bing and Hotmail in a completely innovative way to
help online philanthropy trailblazer DonorsChoose.org — one of Oprah’s (and our)
favorite things.
To do so, we published our first E-book: The Goodness
Engine: Driving Greater Social Impact in the Digital World. This E-book, along
with its companion site that’s chock-full of video, whiteboards and other
valuable content, presents insights, best practices, and frank advice that can
help any nonprofit (or anybody, for that matter), anywhere, take advantage of a
wide array of social marketing tools. What was really innovative was how we
mined the insights for the book.
Along with cosponsors Bing and Hotmail, we helped create
The Donor’s Choose Social Hackathon, a unique one-day event that brought
together thinkers from across the digital space to think about and debate how
to improve DonorsChoose.org’s success online. From APIs to Social Media, the
full-day brainstorm covered it all, creating some highly valuable content. Deep
Focus captured it all, interviewed participants, and penned the e-book and
website so the world could see what DonorsChoose.org learned.
We believe strongly in collaboration and bringing people
together toward a common good, especially around such amazing brands. So we
were doubly excited to be involved with this program. The e-book has received
thousands of downloads, has been covered in many trade publications and has
been a darling of both the non-profit and social media spheres. We just hope it
is doing all the good we think it can.
Link to Your Creative
Materials:
http://clients.deep-focus.net/submissions/hackathon/
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