What American Eagle got wrong & this nonprofit got right

Community-led marketing means tapping into the networks, events, and content your supporters already love. Whether that's partnering with local organizations, working with micro-influencers, or jumping on cultural moments like the American Heart Association did, it's about expanding your reach through communities that already exist.

This week, we're sharing the strategies, templates, and real-world examples that make it all work, plus a costly mistake to avoid.

The take-home template

Building authentic partnerships with content creators starts with the right outreach approach. This collection of 10 email templates helps you connect with influencers through personalized, value-driven messages that actually get responses — from collaboration requests to brand ambassador invitations.

Snackable snippets

How to grow your events with digital advertising 📖

Your nonprofit's annual fundraiser success depends on reaching your community where they already are (online). We share four strategic digital advertising approaches that can dramatically boost event attendance: geofencing similar events, retargeting website visitors, following prospects with search keyword campaigns, and targeting specific demographics through affinity campaigns.

How the creator economy is shaping the rest of 2025 📖

The creator economy is maturing with brands expected to spend $13.7 billion on influencer marketing by 2027, but the focus has shifted from virality to strategic survival. This mid-2025 analysis reveals how DEI pullbacks are impacting multicultural creators, brands are prioritizing micro influencers, and smart creators are building revenue streams beyond social platforms.

Lessons learned from American Eagle’s crash and burn 📖

American Eagle's multimillion-dollar campaign with Sydney Sweeney caused a social media uproar with its "genes/jeans" messaging after viewers criticized it as insensitive and out of touch. For nonprofits, this is a stark reminder that knowing your audience is everything. One tone-deaf campaign can undo years of trust with the communities you're working to serve.

For your inspiration folder

Remember when we shared how the American Heart Association uses hit songs to teach the right tempo for chest compressions? Their latest win came with Justin Bieber's new song "Go Baby," and when Justin himself reposted their content on X, it proved that creative thinking can reach new audiences who wouldn't normally engage with your content.