Streetfootballworld
Content Marketing
Telling stories to secure funding
Problem identification
Streetfootballworld (SFW), now known as Common Goal, is an NGO that fosters funding from for-profit organizations (i.e. Adidas, UEFA) and professionall athletes towards social development projects around the world. When SFW funding began to dwindle, threatening the organization’s livelihood as well as those of the programs it supports, our communications team began brainstorming solutions.
Obstacles to consider
As with many NGO’s, resources were limited. We needed to use the people, time, and budget we had available so as to best increase our chances towards receiving funding from our partners.
Goal
Quite simply — to make money. Less directly — to convince our partners to keep funding programs.
What happened & why it matters
Why do larger companies donate? Yes, because they care, but also because it improves their reputation. How can we reinforce this behavior? Speak loudly about how and why these funds are so imperative.
As part of the communications team, I wrote a number of articles outlining the ways in which partner funding helps real people in need. I explored the different projects we do across the world, gathered information on the ways in which these projects are changing the lives of their participants, and created stories that spoke to a number of stakeholder curiosities and interests. This was the first magazine of what came to be a quarterly publication sent in digital and hard copy to all our donors as well as projects and parallel NGOs working towards social improvement.
