How The Bill & Melinda Gates Foundation’s interactive 2014 letter doubled its reach

Last week I attended Sitecore Digital Trendspot 2014 and listened to the UK CEO of POSSIBLE, Justin Cooke, speak on how his agency helped transform the annual missive from The Bill & Melinda Gates Foundation and more than doubled its expected reach.

As you are probably aware, Bill Gates has dedicated much of his recent life and indeed billions of dollars to philanthropy.

In 2000 The William H Gates Foundation was renamed The Bill & Melinda Gates Foundation and as of 2008 Gates has taken a full-time role co-chairing the charitable foundation.

By May 2013 Bill Gates had donated 28bn dollars to the foundation and yet is still currently the richest man on the planet with a personal fortune of $76bn. 

The foundation’s aim is to tackle the world’s ‘toughest problems’. Extreme poverty and poor health in developing countries, and the failures of America’s education system.

One of the key methods of communication that the foundation uses is an annual letter, written by Bill Gates himself, in which he shares in a frank way the foundation’s goal, where progress is being made and where it is not.

Charitable giving emerges from the dust left behind by the rise of mobile

As mobile devices sweep the nation, non-profits are eager to invest in mobile friendly websites and apps that maximize their exposure to these new tech-friendly audiences.

According to the Charity Navigator, in 2011 a total of $298.42 billion was given to charities by Americans. Giving by individuals (not corporations) represented nearly 9 out of every 10 dollars donated in 2011.

Non-profit organizations continue to utilize traditional marketing methods to promote thier cause, but they are now embracing digital marketing and the opportunities to reach new donors on a global scale.