At Comic Relief US, I developed a B2B content strategy designed to generate and nurture leads among mission-aligned corporate partners, moving the organization beyond traditional fundraising asks toward a more sophisticated, content-led approach to brand sponsorship and co-funding.
At the center of the strategy was a sizzle asset that did double duty: sharp enough to anchor a paid LinkedIn campaign targeting prospective partners, and polished enough to work in boardroom presentations and branded sales materials. LinkedIn was the primary channel — chosen deliberately to reach decision-makers where they were already engaging with purpose-driven content — but the ecosystem was designed to pull audiences through to the full breadth of Comic Relief US’s content, partnerships, and impact work.
Alongside this, I developed a content series under the Partnering for Purpose banner, collaborating with purpose-driven organizations to create co-branded editorial that gave prospective and existing partners a clear view of what meaningful collaboration with Comic Relief US looked like in practice.
Together these assets laid a strong strategic foundation for Comic Relief US’s partnership development — creating the tools, content, and channels needed to generate leads and keep the right brands engaged at the right level.
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