As one of Australia’s best-known charities, the Starlight Children’s Foundation has a reputation for providing much-needed support and happiness.
Starlight brings a little more brightness into the lives of seriously ill children and their families, so they can forget about their illness for a while and reconnect with the joy of being a child.
Of course, none of that is possible without ongoing support from donations. But how does Starlight successfully encourage people to give back? Through the power of effective storytelling and amplifying its content.
Here’s a glimpse behind the scenes to learn more about how this non-profit turns digital content marketing into children’s smiles.
Using good marketing for good
While a lot of brands tell stories, Starlight puts this at the forefront of its work, amplifying the stories of children like Taiyo, a two-year-old who was diagnosed with Lymphoma.
During his long stays in the hospital, Taiyo missed so much of his old life. However, seeing Captain Starlight really brightens his day. When he is feeling well enough, Taiyo loves to visit the Starlight Express Room to socialise and play games.
And when he is confined to his hospital bed, he rings the Starlight Express Room to request a visit so they can bring the fun to him.
These stories (and thousands more) are why the Starlight team do what they do. But they’re also the stories that touch people.
Starlight relies on the generosity of the community to raise every cent to fund its core programs. Using stories like Taiyo’s helps connect with potential donors, which is vital to the organisation’s sustainability and longevity.
Placing storytelling at the heart of its communication strategy is not only a strategic decision but also a powerful way to showcase the positive impact that someone’s donation makes in a child’s life.
Storytelling empowered by marketing technology
As a charity that focuses so strongly on storytelling to encourage people to support their fundraising efforts, Starlight turned to IntelligenceBank’s Digital Asset Management and Online Brand Portal system, to get the best out of its content across all channels.
Based on Starlight’s needs, the charity collaborated with IntelligenceBank to create the “Sharing Impact Hub” to help the team produce, approve, and instantly distribute compelling stories by having highly organised quality content in one easily accessible location.
Starlight has also revealed in a video explainer how it structured its online brand portal, and launched it to its internal team and external agency partners. You can check that out below.
By having brand guidelines, stories and assets centrally located with the correct permissions, within IntelligenceBank, it provides Starlight with the reassurance that their content will never be compromised.
Starlight is able to tell consistent and captivating stories about seriously ill children in ways that resonate with the public, by using an optimised source that makes the whole marketing process efficient, compliant, and easy-to-use.
We all know that the strength of a brand comes from its quality and consistency, and the platform ensures that they always have approved on-brand content to share those captivating stories that Australians love to see.
Empower your brand narrative
To find out more on how the Starlight Children’s Foundation uses IntelligenceBank’s Digital Asset Management and an Online Brand Portal to empower its storytelling, download the Sharing Impact Hub Case Study, or register for a complimentary online demo.
You can take part in Starlight’s first-ever live, virtual crowdfunding event “Starlight’s Pitch In for Sick Kids” on 1 December 2020.
It’s your turn to be a part of the story. Join in this evening of inspiring storytelling and RSVP here.
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