Nonprofit uses brand journalism to raise cash and awareness
From disaster aid in the U.S. to battling hunger in Africa, World Vision spotlights its work in ways that draw concerned readers and grab the media.
By Russell Working | Posted: March 21, 2012
When snows buried rural Romania or tornadoes ripped through the American South and Midwest this year, World Vision rushed out Web updates on its work in those regions. When a viral video focused attention on a brutal African rebel known for kidnapping children to serve as soldiers, the Christian relief agency covered its own work among refugees in Northern Uganda. All this is part of a strategy of using search engines to draw in people interested in the pr
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