Digital Advertising Industry News


Standing Out on a Shoestring Budget: 10 Examples of Nonprofit Marketing Innovation

February 13, 2018 Digital Media Solutions

Despite benefiting from missions that resonate and strong foundations for storytelling, nonprofit organizations often struggle to overcome the challenge of small teams and restrictive budgets. The 10 nonprofits showcased below prove that creativity does not have to be stifled by limitations. When there’s a will to get the message out, a team with vision can find a way to stand out.

Wearing Red for Awareness ― American Heart Association

Bringing awareness to cardiovascular disease, the top killer of women, the American Heart Association (AHA) partnered with Macy’s and CVS Health for this year’s installment of Go Red for Women. February 2 was the primary “wear red” day, but the partners turned it into a month-long event with discounts at Macy’s and free health screenings at MinuteClinics in CVS locations. The #GoRedGetFit team was created on Facebook as a way for women to commit to better health and spread awareness of heart disease among their friends and family.

Delivering Bouquets of Hope ― American Cancer Society

As the first flower of spring, daffodils are a symbol of hope and life. That’s why the American Cancer Society continues their #DaffodilDays campaign year after year. Daffodil orders are collected at the start of the year for pickup and delivery in mid-March. In addition to raising funds for ACS, the yellow flowers spread optimism around the country.

Putting It in Lights to #EndNF ― The Children’s Tumor Foundation

The Children’s Tumor Foundation (CTF) is bringing awareness to Neurofibromatosis (NF), a genetic disorder that gets limited attention, by declaring May “NF Awareness Month.” Launched in 2014, CTF recruited owners of structures (buildings, bridges, monuments, etc.) to help “Shine a Light on NF” with blue and green, the official colors of the campaign.

Tindering for Adoptions ― ASPCA

The American Society for the Prevention of Cruelty to Animals (ASPCA) partnered with the dating app Tinder during the Puppy Bowl to drive awareness and traffic to their site. Profiles of Puppy Bowl “players” were visible on the app during the February 4th Animal Planet broadcast. When users swiped right, they were directed to the ASPCA site to find shelter animals or donate to the organization.

Drinking for Our Oceans ― National Aquarium

The National Aquarium collaborated with Delaware’s Dogfish Head Brewery in 2016 to launch SeaQuench Ale, a session sour beer with hints of lime and salt. “They care deeply about the ocean,” said Stephanie Chall, Aquarium Director of Corporate Membership and Sponsorship, in response to why they chose to partner with Dogfish Head. Dogfish Head, the official craft beer of the National Aquarium, donated $100,000 in cash and gifts at the start of this partnership.

Counting Birds Together ― National Audubon Society

For more than two decades, National Audubon Society has hosted the annual Great Backyard Bird Count (GBBC) in February. During this event, bird enthusiasts can count birds within any open area and enter their tallies at This year, commemorating the 21st anniversary of the event, the National Audubon Society has teamed up wvith high-profile partners, including National Geographic, Cornell Lab of Ornithology and Birdlife International to raise awareness of threats faced by birds around the world.

Experiencing the Wild Life ― National Wildlife Federation

The National Wildlife Federation (NWF) has promoted their #GreatAmericanCampout, a summer-long celebration designed to reconnect people with nature, for more than a decade. Their campaign asks people to pledge to camp because, “camping helps us all appreciate the wonders of nature and wildlife, inspiring us to protect it for ourselves (and future generations) to enjoy.” In 2017, NWF engaged Jeff Probst of Survivor as their celebrity spokesperson, and they asked campers to share their #campies (camping + selfie = campie) on social media.

Walking the Red Carpet of History ― amfAR

amfAR, a foundation for AIDS research, has been extremely successful at getting celebrity support for their fundraising effort. Their 2018 gala, themed #BeEpic, was attended by Sienna Miller, Scarlett Johansson, Buzz Aldrin and more, and it successfully raised funds to support their quest to #MakeAIDSHistory by 2020.

Asking Alexa for Advice ― Mayo Clinic

Leveraging the voice search trend, Alexa users can now ask the Mayo Clinic for advice on a range of first aid topics. With this integration, Alexa will even provide CPR instructions while calling 911. “This is the first health guidance skill Mayo Clinic has developed and launched for Amazon Alexa,” explained Sandhya Pruthi, M.D. and Association Medical Director of Mayo Clinic Global Business Solutions, “Voice-enabled experience is a new and growing channel for reaching people and delivering information they are seeking, whether or not they have an existing relationship with Mayo Clinic.”

Celebrating the Golden Anniversary ― AARP

AARP is sponsoring a year-long multi-platform series on USA Today Network about the year 1968. Not so coincidentally, people born in 1968 are turning 50 this year, making them eligible for AARP membership. Using long-form stories, video, data-intensive graphics, podcasts, interactive timelines and more, the series will share personal stories related to the Vietnam War, civil rights, space race, gender, political and culture issues of 1968.

Reimagine the Win with DMS

Digital Media Solutions, LLC (DMS) works with organizations of all shapes and sizes to build and maximize databases, including:

  • Performance Marketing & Full-Service Agency Services: Our omni-channel solutions are inclusive of lead generation, pay per call, search marketing, email marketing, cross-channel messaging, social media, display advertising and more.
  • Member & Donor Acquisition: New, opted-in consumers expressly interested in hearing from you.
  • Targeted, Performance-Based Campaigns: Including full-service email management with list cleansing, data append & suppression management.
  • Cross-Channel Attribution & Continual Optimization: We can see where your best donors are coming from & find more just like them.

Team DMS will be at the 2018 Washington Nonprofit Conference hosted by DMA Nonprofit Federation.

If you’ll be attending this show or in Washington, DC during the dates of February 21-23, we’d love to meet with you to discuss how we can help you elevate your performance marketing. Fill out this form to have someone from our team get in touch with you.

About the Author

Digital Media Solutions

Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of technology and digital performance marketing solutions leveraging innovative, performance-driven brand and marketplace solutions to connect consumers and advertisers. DMS proprietary technology solutions, significant proprietary media distribution and data-driven processes help large brands steadily acquire more customers. For more information visit

Follow on Twitter Follow on Linkedin Visit Website More Content by Digital Media Solutions
Previous Article
The Right Dashboard Can Boost Your Dating Efficiency This Valentine’s Day
The Right Dashboard Can Boost Your Dating Efficiency This Valentine’s Day

The right dashboard can boost your dating efficiency. We brainstormed a list of ways a dashboard could asse...

Next Article
Pizza! Pizza! Pizza! Pizza! ― The Top 4 Chains Battle It Out
Pizza! Pizza! Pizza! Pizza! ― The Top 4 Chains Battle It Out

Battling for their slice of the market, the top 4 pizza chains are at the forefront of ecommerce, customer ...


I Want to Maximize My Campaigns!

Thank you!
Error - something went wrong!

Thank you!
Error - something went wrong!
× Streams