Content marketing is a major way to increase success in all levels of your organization. Frank Barry, professional services manager at Blackbaud and blogger at NetWitsThinkTank, says in his Mashable article, linked below:
"These days, non-profits are strategizing online content to help connect with the right web audiences. The concept of creating content to engage with your audience isn’t new, especially in the non-profit world, but it is becoming more critical to creating online success."
http://mashable.com/2012/03/02/content-marketing-non-profits/