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Expanding audiences without exhausting resources: How one nonprofit activated TikTok creators for authentic content curation
Journal of Digital & Social Media Marketing,
12
(4),
314-324
(2025)
Abstract
Parkinson’s disease (PD) is a significant neurodegenerative disorder affecting millions globally. Despite its prevalence, there is no cure, and diagnosis remains challenging. The Parkinson’s Foundation, established in 1957, is committed to funding research, providing support and spreading awareness. This paper examines the foundation’s 2024 Parkinson’s Awareness Month campaign, #ABCsOfPD, which utilised innovative digital marketing strategies to enhance public awareness. The Parkinson’s Foundation, in partnership with Media Cause, leveraged previously untapped channels such as Reddit, Pinterest and TikTok, achieving notable engagement and expanding the foundation’s reach. A particular focus was on using the TikTok Creative Challenge to generate authentic, user-driven content, resulting in a successful campaign that drove significant website traffic and engagement.
Keywords: social media marketing; social media strategy; health marketing; influencer marketing; influencer content; paid media marketing; content resourcing and production; nonprofit marketing
The full article is available to subscribers to the journal.
Author's Biography
Nate Mize-Pressler is an award-winning media director at Media Cause, a nonprofit marketing agency dedicated to social good. He develops and executes comprehensive, multi-channel strategies to enhance client success in brand awareness, fundraising and lead generation for his nonprofit clients across industries. He has over ten years of experience in digital marketing, helping small businesses, national brands and nonprofits.
Melanie Schaffel is the Senior Manager of Digital Advertising at the Parkinson’s Foundation. She has more than 13 years of experience driving social media engagement and leading high-impact digital campaigns. Melanie holds a bachelor’s degree in public relations from Florida State University and has shared her passion for building a healthy digital ecosystem to enhance nonprofit strategies at the Nonprofit Technology Conference and on an episode of the Nonprofit Radio podcast.
