Weekly paper spreads good news, builds revenue with ‘Giving Tuesday’

12 Sep Weekly paper spreads good news, builds revenue with ‘Giving Tuesday’

As the holiday season approaches, media companies and local charities are preparing holiday campaigns to continue their crucial work into the new year. In 2017, Content That Works helped our partner Free Times, a weekly paper in Columbia, South Carolina, create a unique project that highlighted local nonprofits and generated more than $12,000 in new revenue for the newspaper.

Tapping into sponsored content, the newspaper produced a 16-page special section for Giving Tuesday – celebrated the Tuesday after Thanksgiving, which is designated as a kickoff to the holiday giving season for nonprofits across the U.S. Twelve organizations with a variety of missions, including the arts, environment, food security and children, participated in the section.

“This was a new sort of effort for Free Times; it was the first time our organization had produced a series of sponsored content pieces centered around a specific topic,” said Chase Heatherly, Free Times Publisher/Ad Director. “Content That Works was extremely helpful in this project. The CTW team was professional and responsive in their communication with our clients.”

Chase Healtherly, Free Times Publisher & Ad Director

Each package included a half page article in the print section, which was distributed on Nov. 22, and appeared online on the Free Times’ Giving Tuesday page. Publisher Chase Heatherly said the feedback from the community and participating advertisers was overwhelmingly positive.

“Content That Works helped us build engaging content to raise brand awareness in a cluttered holiday giving campaign cycle,” said Michael Shirley, community relations coordinator for the Children’s Trust of South Carolina. “The native content helped us better explain what we do, which could never be accomplished in a traditional print or display ad.”

Indeed, a 2017 Giving Tuesday report found that, “A polished, thoughtful and complete narrative results in higher engagement and overall story success.” Heatherly credits the 2018 Giving Guide sections success to solid storytelling.

“The completed sponsored content articles were exceptionally written and were cohesive in a way that allowed for the Guide to be an enjoyable reader experience,” Heatherly said. “In total, Free Times sold 12 clients into our first ever Guide to Giving Tuesday, producing more than $12,000 in revenue, all new or incremental.”

Giving Tuesday is just around the corner, and Content That Works is ready to help your media company spread good news. Contact Rachel Cook to find out how your media company can share the spirit of giving and build revenue in the 2018 holiday season.