Content marketing: Telling Meaningful Stories

Breast Cancer Awareness Month: Hit me with a good story after I almost donated

October is Breast Cancer Awareness Month and it seems everyone is running their own fundraising campaigns. 

I got one email from an airline that said I could earn miles if I would donate to help fund breast cancer research. I even clicked over and picked a dollar amount for my donation and checked how many miles that would get me.

And then I got distracted by something else, had second thoughts about donating this second and moved on. For the record, we’ve been donating fair amounts of money to nonprofits over the years – especially since the time I worked as an United Way Vice President of Communications and Innovation. 


Some of my United Way projects 

I abandoned my donation so to speak. Interestingly, I haven’t been hit with retargeting ads or other follow-up emails since.

The way many do retargeting ads is actually kind of annoying and not that creative:

  • You visited their website 
  • They drop a cookie on your computer
  • They show an ad of what you looked at for the next 4,324 years. 

But what if a retargeting campaign through ads and an email marketing campaign would focus on super relevant storytelling instead. 

Instead of just reminding me that I visited your website, email me and serve me ads that share a personal story. Something that goes beyond restating what I already saw.

  • Share a story of a woman or a man who survived breast cancer.
  • Share trends – what are the chances that somebody will get it and how common is it in my locale?
  • Share the impact. What can a $100 donation do?
  • How has reasearch helped already?

Storytelling, advertising and email marketing can go hand in hand and make a larger impact together when done right.  Breast Cancer Awareness Month and beyond and really for any topic where people’s lives are impacted storytelling can drive impact. 

Sharing relevant stories and getting them to people at the right time can have a larger impact for breast cancer research and even the donor, because donating when impact is known and understood is so powerful and meaningful. 

To find out how to integrate storytelling into your own fundraising campaigns contact me here.

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Christoph blogs on The Authentic Storytelling Project and is a globally recognized content marketing expert. The IMA named him Internet Marketer of the Year in 2015. He works with healthcare organizations and other brands around the globe.

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