Though helping disadvantaged children with clefts is the heart of our work, our impact extends far beyond that to include families, communities, hospitals, donors, and even cleft-affected families in the US. As their first-ever Cause of the Year partner, they shared some of our stories on their website and social pages and produced a few original content pieces for us. In January 2022, we also entered a yearlong content partnership with the positive news site InspireMore. Part of their work involved appending a short survey to the bottom of every new and existing Smile Train story so readers could express how useful they found it and why. To increase readership, we onboarded the content analytics firm, Knotch, to analyze our existing content and make recommendations on how to further optimize it. We, therefore, knew we needed to increase readership, educate our audiences about clefts, and highlight the unique effectiveness of our model, all while honoring our foundational commitment to ethical creative content. When we started rethinking our website’s Smile Train Stories section a few years ago, the challenges were clear: 1) a 2020 US brand health survey we commissioned found that the vast majority of Americans didn't really know what clefts were, and, even among those who did, fewer than 10% knew that they caused severe issues with eating, breathing, speaking, hearing, and so much else, in addition to their cosmetic impact and 2) Smile Train, the world’s largest sustainable cleft charity, is still confused with mission-based-model cleft organizations.
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