B2B communications target decision-makers in client (or prospect client) organizations with the ability to engage with your brand. Compared with B2C communications, B2B communications often take a more formal tone and focus on providing detailed information, evidence and results, while establishing trust and building long-term relationships.

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Winter 2024/2025 client recruitment campaign

Brand: Endeavour Consulting for Non-Profits

Endeavour Consulting for Non-Profits provides pro bono consulting services for non-profits and charities in the Toronto area.

Our winter client recruitment campaign ran from December 2024 to February 2025 with a goal of securing new clients for our Spring/Summer 2025 round of consulting projects.

The campaign leveraged electronic direct mail (EDMs), social media, channel partnerships, client testimonials and more and included both created and curated content.

I managed the social media manager, email marketing manager and graphic designer who were responsible for the campaign, and personally wrote and edited all of the communications featured below.

Electronic direct mail (EDMs)

The campaign featured a series of EDMs sent out to our email subscribers (including current and past clients, partners and others in the non-profit community). In addition to driving client applications, the emails also encouraged customer advocacy and donations. Below are two examples.

Source: Mailchimp

Source: Mailchimp

Social media

Our email communications were accompanied by a social media campaign. Below are some examples from our LinkedIn account.

Source: LinkedIn

Source: LinkedIn

Source: LinkedIn

Source: LinkedIn

Channel partnerships

We also wrote a press release which was posted on Charity Village (a major hub for non-profit-related news and resources in Canada).

Source: Charity Village

Charity Village boosted our reach by sharing a link to our press release on their social media channels.

Source: LinkedIn

Client testimonials

Finally, we featured testimonials from past clients in all of our content, including on our social media channels.

Source: LinkedIn

We also encouraged clients to post testimonials on their own channels about their experience working with Endeavour, such as the examples from the Conference of Minority Transportation Officials (COMTO) and Mixed Company Theatre below.

Source: LinkedIn

Source: LinkedIn