Creating effective and efficient marketing that drives conversion is tough work — people’s attention is fragmented, their interests many and their loyalty split. It is even harder to create marketing when you have to be creative with your resources, as non-profits must. That’s why Deep Focus was thrilled to with Bing and Hotmail in a completely innovative way to help online philanthropy trailblazer DonorsChoose.org — one of Oprah’s (and our) favorite things.

To do so, we published our first E-book: The Goodness Engine: Driving Greater Social Impact in the Digital World. This E-book, along with its companion site that’s chock-full of video, whiteboards and other valuable content, presents insights, best practices, and frank advice that can help any nonprofit (or anybody, for that matter), anywhere, take advantage of a wide array of social marketing tools. What was really innovative was how we mined the insights for the book.

Along with cosponsors Bing and Hotmail, we helped create The Donor’s Choose Social Hackathon, a unique one-day event that brought together thinkers from across the digital space to think about and debate how to improve DonorsChoose.org’s success online. From APIs to Social Media, the full-day brainstorm covered it all, creating some highly valuable content. Deep Focus captured it all, interviewed participants, and penned the e-book and website so the world could see what DonorsChoose.org learned.

We believe strongly in collaboration and bringing people together toward a common good, especially around such amazing brands. So we were doubly excited to be involved with this program. The e-book has received thousands of downloads, has been covered in many trade publications and has been a darling of both the non-profit and social media spheres. We just hope it is doing all the good we think it can.