16. Clothing company’s founder saying we shouldn’t buy his clothes when
we don’t need them is a powerful way to tell the company’s story.
In the age of advertising fatigue authenticity creates interest.
32. Facebook wants to increase its market share in videos. They
are currently giving more organic views for posts with
videos. Autoplay has also dramatically increased
(really short) video views on Facebook.
33. Create videos that work without sound when they
are autoplayed on your followers’ newsfeeds.
34. Static vs. content-
driven landing pages
The most typical way to
fundraise online is to drive
traffic to a static landing
page.
This works fine but attracts
little organic traffic.
35. What about making
your story your landing
page?
Combining a donation /
signup form with
shareable content lets
you drive organic traffic
turn donations / leads.
Signup form next to shareable content:
Conversions from organic traffic
39. Case Rokia
Save the Children & Rokia
3.2 million people live on the verge of
starvation. 2.4 million had no access
to clean water. In a third country, 4
million children needed emergency
shelter. Serious, urgent crises
affecting a huge number of children.
0
25
50
75
100
Hunger Acces to clean water
40. Save the Children & Rokia
Rokia is a 7-year-old girl from Mali,
Africa. She's desperately poor and
faces a threat of severe hunger or
even starvation. Her life will be
changed for the better as a result of
your financial gift.
Case Rokia
59. Graphic: NY Mag
Obama’s campaign
email subjects were all
about surprise.
Or how does it feel to
get a “Meet me for
dinner” email from the
president?