The document outlines 5 communication efforts that nonprofits can use to drive social change: brand publishing to tell stories of benefactors in a non-promotional way; branded content with clear mentions of the organization; native advertising that doesn't interrupt readers; sponsored content in the form of paid articles on traditional media; and brand journalism telling stories about the organization with a journalistic style. Each tactic is illustrated with case examples and recommendations on when each approach would be most effective.

1. 5 communication efforts that
can help nonprofits drive
social change

2. Brand publishing: Telling stories about
the organisation's benefactors in a
non-promotional way.E D W A R D K O C H

3. Case in point:
Impatient Optimists (Gates Foundation)
Do this when:
When your entire organisation sees
the value of storytelling.

5. Branded Content: Original content with
a clear mention of the organisation.
E D W A R D K O C H

6. Case in point:
UNICEF Partner Zone, The Guardian
E D W A R D K O C H
Do this when:
You need to tell stories of your
benefactors under a traditional
media's branding and messaging style.

8. Native Advertising: Advertisements
that do not interrupt the readers.E D W A R D K O C H

9. Case in point:
Any "Suggested Post" in your Facebook
feed
E D W A R D K O C H
Do this when:
You want to reach a very specific
audience that you cannot
reach organically.

10. E D W A R D K O C H

11. Sponsored Content: Paid articles
published on traditional media channels.
E D W A R D K O C H

12. Case in point:
Ashoka on Forbes.com
E D W A R D K O C H
Do this when:
You must reach the audience of that
specific traditional media.

13. E D W A R D K O C H

14. Brand Journalism: Telling stories about
your organisation with a reporter's
sensibility.

15. Case in point:
#EachDayISee by World Bank
E D W A R D K O C H
Do this when:
Your organisation is ready to tell and
receive real stories about people &
their behaviours.

17. @shwetakvb