A brilliant move by Compassion, the child-sponsorship organization: They made February "Compassion Blog Month." (I'm sorry I didn't find out about it until it's over!)
Here's what Compassion did: They sent 15 Christian bloggers to Uganda, where they blogged live -- and, no doubt, they'll keep talking about for a good long while.
It's not cheap to send 15 people from North America to Africa. And those bloggers, being bloggers, might not toe the Compassion line. (Did I say "might not"? How about "will not"?)
Looked at with old economy eyes, Compassion is taking a huge risk, letting go of its marketing to 15 different near-strangers who might do anything. Looked at with modern eyes, Compassion is smart: willing to give up control in favor of being talked about by real people.
Child sponsorship organizations know exactly how much it should cost to acquire a sponsor. So you know they're going to be tracking this effort closely. If they do it again next year, that's a sign it worked.
They also offered free stuff to other bloggers who talked about their "Compassion experience." They even launched a blog of their own. All around, it's a pioneering effort for a nonprofit, and I wish them luck.
Thanks to Church Marketing Sucks for the tip.