Peer-to-Peer Ebook

Challenge

Kindful’s brand awareness is still relatively low compared to its competitors. Not many know about Kindful, much less what core features the platform offers.

We needed to build awareness around Kindful’s core fundraising features—in this case, more specifically, peer-to-peer. The goals of this content:

  • Draw in fundraising professionals. The content should provide tips and strategy that entices our target personas.

  • Educate and provide thought leadership. For the content to be compelling, it needed to make solid points.

  • Tie in Kindful’s features and inspire action. Educating on the subject was a good start, but the content needed to inform the reader of Kindful’s features in this area and encourage them to learn more.

Plan

As my first big content marketing piece, I got a lot of coaching from teammates, and drew a lot of inspiration from established content marketing examples.

Here’s how I approached the ebook:

  • Researched top thought leaders and other content publishers in the nonprofit space

  • Outlined the content and received input from in-house industry professionals

  • Drafted the ebook’s copy and cited sources

  • Created assets to illustrate points

  • Compiled final copy and assets into a PDF using Pages

After composing the book, I also thought it would be compelling to include a worksheet. We ended up sending out the ebook to many of our contacts ungated, and then promoted the worksheet through a gate to capture more interest.

Product

Ebook

“Your Best Peer-to-Peer Campaign”

You can view the ungated version on Kindful’s site, or view the original PDF version that I published.

My contributions:

  • Researched and sourced the content

  • Composed the entire ebook

  • Designed and laid out in Apple Pages

Cover of the ebook “Your Best Peer-to-Peer Campaign”

Cover of the ebook “Your Best Peer-to-Peer Campaign”

 
Worksheet

Planning The Best Peer-to-Peer Campaign

This worksheet was designed to help nonprofit professionals take what they learned in the ebook and put pen to paper to make plans. View it here.

My contributions:

  • Wrote all copy

  • Designed the entire layout in Apple Pages

Preview of the accompanying Peer-to-Peer worksheet

Preview of the accompanying Peer-to-Peer worksheet

Guide, Content StrategyJared EversContent writing, Content strategy, Kindful