Return on Engagement, 2nd Edition

Chapter OneDigital Marketing Strategy Basics

We’ll start and end this book with Climate Ride. This small, virtual organization, which produces multi-day endurance sporting events to raise money for environmental causes, has grown from an idea in 2008 to a vibrant fundraising community that has successfully used digital tools as a critical component of their growth strategy. With minimal resources, the co-founders set out to create a cycling event that could transform lives and raise money for a sustainable future.

Figure 1.1 Climate Ride’s flagship event ends on the steps of the U.S. Capital, sending a clear message to politicians about the importance ...