Lethal Generosity and a Simple 5 Step Nonprofit Content Marketing Plan | npENGAGE

Lethal Generosity and a Simple 5 Step Nonprofit Content Marketing Plan

By on Mar 15, 2012


Content Marketing takes lethal generosity if you want to succeed

If you’re a nonprofit thinking about content marketing then put the “Lethal Generosity” concept into your plans. This idea really is the key to your nonprofits online engagement and marketing strategy.

Whats lethal generosity?

Simply put, lethal generosity = giving away content that’s useful to your audience in order to build trust, respect and goodwill. Three things every nonprofit is looking to do.

But … simply agreeing to be incredibly generous isn’t enough. You have to create a plan of action and start  BEing generous in ways that serve the people you want to touch online.

Here’s a simple framework to get you started.

A 5 Step Plan

  1. First, understand the challenges of content marketing for nonprofits.
  2. Second, believe that, when done right, content marketing can be highly effective.
  3. Third, explore all the ways great content can help you achieve your online goals.
  4. Fourth, get creative with your content creation.
  5. Fifth, start planning, strategizing and thinking through how to take the first 5 Steps. Then start creating compelling content.

Learn From the Best

If you get stuck along the way make sure to check out what other nonprofit organizations are doing with their content marketing strategies. Folks like Make-A-Wish, March of Dimes, Autism Speaks, Best Friends Animal Society and Big Brothers Big Sisters are doing great work with their content marketing strategies.

Off you go …

I’d love to hear you stories from the trenches. If you’re just getting started with content marketing let me know how it’s going. If you’ve been at it a while, what’s working? What’s not?



Frank Barry, formerly worked at Blackbaud helping nonprofits use the Internet for digital communication, social media, and fundraising. He’s worked with a diverse group of organizations including LIVESTRONG, United Methodist Church, American Heart Association, Big Brothers Big Sisters, ChildFund Int’l, InTouch Ministries, Heifer Int’l, University of Notre Dame and University of Richmond. Along with writing for industry publications like Mashable and Social Media Today, Frank facilitates discussions, presents solo sessions and organizes panels for industry conferences such as NTC, SXSW, BBCon and numerous others. When he’s out and about he enjoys talking to interesting people about how they are changing the world – check out his interviews. Say Hi on Twitter – @franswaa or Google+

Leave a Reply

Your email address will not be published. Required fields are marked *