In mid-2009, PayPal decided to create a quarterly email newsletter for its fast-growing customer base of nonprofits and charities. “We understood that many nonprofits work on a shoestring,” explains senior marketing manager Linette Atterbury. “Our goal was to offer useful and relevant information to help them grow their online fundraising, ultimately strengthening their relationship with PayPal.”
The Content Bureau team, which had earlier produced a popular series of PayPal newsletters for software developers, was the natural choice to write, edit, and design the new nonprofit version. “The Content Bureau is great at adapting the messaging to the audience. In the developer program, they were able to dive deep into the technology using a direct, casual voice developers liked and trusted. In the nonprofit campaign, it’s an end-user perspective, and a much different tone. Being able to adapt to our target customers’ different voices is incredibly important to us, and the Content Bureau does it very, very well.”
The first PayPal nonprofit newsletter was themed “Going Green” and released on Earth Day in April 2009. Forty appreciative emails came back in response—within the first hour. Seasonal “Back to School” and “Increasing Holiday Giving” issues followed, generating equally impressive results: “Our Holiday newsletter had an open rate of 59% [industry average is about 20%] and 143 customers created donor widgets. We were amazed by the metrics.”
Atterbury’s partnership with her Content Bureau team continues to flourish. “From writing compelling web copy for the government and political campaigns verticals, to pulling on your heartstrings with an education or nonprofit case study, to talking technology for the digital goods vertical, the Content Bureau is my go-to team when I need great marketing collateral. It’s a pleasure working with this team—and honestly, their work makes me look like a rock star.”
" Being able to adapt to our target customers’ different voices is incredibly important to us, and the Content Bureau does it very, very well. "
—Linette Atterbury, Senior Manager for Alliances and Vertical Markets, PayPal