2011 Nonprofit PR Awards: Digital PR & Marketing

ONE - The ONE Blog

The ONE Blog is a daily pub that features news and stories relating to the anti-poverty movement. The blog serves as a news aggregator, featuring the latest global development news and what One members and their partners are doing to fight global poverty. To keep the blog filled with fresh content, the team holds regular editorial meetings to brainstorm story ideas. Blog posts are published anywhere from three to 12 times per day and also shared on their Facebook and Twitter channels. 

In order to keep readers engaged, the ONE team develops blog “series” around timely issues. For World AIDS Day they launched a week-long series featuring 25 blog posts that educated and inspired their readers on the fight against HIV/AIDS. Another popular series is “What We’re Reading”—a rundown of daily news recommended by ONE. In 2010 the blog generated about 60,000 page views per month.

Honorable Mentions
BlueCross BlueShield of Rhode Island – Company Intranet Pop-Up Advertising Series: To increase employee volunteerism, the PR team at BlueCross BlueShield designed a series of pop-up ads on the intranet home page—resulting in the largest employee participation to date.

National Shooting Sports Foundation In
c. - Bullet Points: The NSSF hits the bull’s-eye with a blog covering industry news, government regulation, jobs and more. 

SPI: The Plastics Industry Trade Associatio
n – SPI’s Inside Edge: SPI’s members-only e-newsletter incorporated many changes, including combining two existing e-newsletters to reduce the number of e-mails, and a design consistent with a newly redesigned Web site.