The Year's Main Marketing Messages

It's not enough for you to say your cause is worthy. Your credibility only goes so far. You need someone else to say your cause is worthy — especially online, where people are accustomed to looking to third parties to decide which actions to take. Feature ratings from charity watchdogs, quotes from community leaders, stories from beneficiaries of your programs and the endorsement of your biggest supporters. People are more likely to believe them than you.