Overview
The case studies featured at IssueMarketing.com show how leading-edge, nonprofit organizations are using the internet to advocate for their cause:
- The Big Cat Rescue Case Study shows how internet advertising and search engine optimization enabled a small nonprofit organization to become a world-renowned animal sanctuary while leading the effort to improve animal-protection legislation in seven U.S. states and several countries throughout the world.
- The Pew Center Case Study shows how internet press releases, a comprehensive online pressroom, and email alerts to journalists have helped position the Pew Center as an influential advisor to governments and corporate decision-makers, in its quest to mandate practical reductions in greenhouse gas emissions.
- The VolunteerMatch Case Study shows how a well-funded start-up revolutionized volunteer recruitment and leveraged internet advertising to become the leader in promoting volunteerism — but then went through a period of re-evaluating the goals of its internet partnerships.
- The March of Dimes Case Study shows how an innovative non-profit is helping to reduce birth defects and premature births by placing public service banners ads on major internet portals, while also outsourcing part of its internet advertising to committed supporters, via a volunteer Affiliate Program.
- The PETA Case Study shows how this animal rights group is leveraging internet social networking, particularly at MySpace, to organize advocacy campaigns that are efficiently promoted on the internet but have "real world" impact, such as convincing target retailers to stop selling products made with animal fur.
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