Case Study: Connecting key audiences with content and storytelling

Founded in Wichita in 1991 by the Charles G. Koch Charitable Foundation, Youth Entrepreneurs (YE) is a public nonprofit funded solely by private donations. The organization teaches business and entrepreneurial skills in 36 Kansas and Missouri high schools. YE tapped Morningstar Communications to inspire its supporters through content marketing.


With a busy calendar of events and a wide base of audiences, YE sought relevant ways to update, educate and connect with students, alumni, donors and volunteers. Content needed to engage readers on the impact of the program, and also embrace recipient-oriented communications. Getting in the inbox and engaging readers were paramount to success.


Morningstar Communications worked with YE to develop a quarterly e-newsletter with content that would engage its various supporters. Research indicates audience recognition fares well, therefore we increased student, alumni and donor stories. We also distributed the e-newsletter at the most newsworthy times per quarter.


Morningstar Communications used industry standards to set measurement goals for open, opt-in and clickthrough rates. We met or nearly met all of our objectives of a 15 percent open rate, 6 percent click-through rate on links and no more than eight unsubscribes per distribution. Together, we identified a cost-effective strategy for YE to reach its numerous target audiences.


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