Challenge
Nonprofits are operating in a more crowded issue space than ever before and face greater competition for funding and audience attention. The Kay Yow Cancer Fund hired Contrast Creative to develop a content marketing strategy capable of communicating the fund’s mission, vision and values to a diverse donor audience. The Play4Kay initiative is the centerpiece of the organization’s fundraising campaign. The KYCF requested the development of a compelling video that would highlight Kay Yow’s career and philosophy, as well as how coaches and players nationwide can get involved in Play4Kay events to raise funds to fight cancer.
Results
The Play4Kay video is being shown to as many as 1,800 athletic teams and their coaches across the USA. It continues to serve as a vital tool capable of educating, motivating and inspiring coaches and players to support the work of the Kay Yow Cancer Fund. The KYCF has already allocated millions of dollars to benefit women’s cancer research and related projects.