How to Use Downloadable Assets Strategically
When it comes to digital engagement, a well-designed downloadable can do so much more than grow an email list. With the right strategy, a single asset can spark conversations, deepen donor relationships, and stay relevant long after an initial campaign ends. At Doing Good Digital, we help organizations think beyond one-time downloads—designing resources that are not only timely and valuable but also flexible enough to support year-round engagement.
In this case study, we’ll show how nonprofits like Richstone Family Center and Logan Health turned simple digital tools into powerful, multi-purpose assets that drove awareness, stewardship, and long-term connection.
Our Solution:
Design with Flexibility in Mind
We helped clients design assets that were valuable in the moment but had the potential to be reused long after the initial campaign ended. Whether it was a seasonal recipe book or a printable family activity, each piece was built with thoughtful design, clear messaging, and branding that aligned with the organization’s mission. These assets weren’t just “downloads”—they were conversation starters that could be activated in multiple channels throughout the year.
Leverage Digital Assets for Awareness
At Richstone Family Center, a printable pinwheel was created for Child Abuse Prevention Month. While originally developed as a tool for list-building, the pinwheel also offered a powerful moment of reflection and awareness. Supporters were encouraged to make the pinwheel at home, post a photo on social media, and stand in solidarity with families impacted by abuse. After its initial run, the pinwheel was reimagined as a stewardship touchpoint—a way to invite supporters to re-engage during in-person events or future awareness months.
Use Digital Stewardship to Drive Long-Term Engagement
At Logan Health, a digital cookbook was developed as a heartfelt Giving Tuesday stewardship gift. Supporters could download the cookbook filled with community-inspired recipes and stories—something useful, memorable, and brand-aligned. But the real value came afterward: Logan now invites supporters to submit their own recipes to be featured in the next edition, creating a participatory opportunity that fosters personal investment and builds deeper donor relationships over time.
One Asset, Many Applications
While acquisition may be the starting point, a single downloadable can evolve to serve a variety of purposes throughout the donor journey. A seasonal checklist can be repurposed as a follow-up in an automated email series. A wellness or caregiving guide designed for hospitals can become a valuable leave-behind for patient navigators. Printable thank-you cards or coloring pages created for children’s organizations can double as both a lead-generation tool and a feel-good social media post when shared by families.
We’ve also seen success with downloadable eBooks, fact sheets, and how-to guides tailored to specific audience needs—from “How to Talk to Kids About Hard Topics” to “5 Steps to Start a Home Garden” and “Healthy Holiday Hacks on a Budget.” These types of downloads don’t just provide helpful information—they establish your organization as a trusted resource and open the door for a future gift.
We were able to help mission-driven organizations across sectors build their prospect lists by leveraging useful downloadable content in a strategic, scalable way.
The Food Bank of Central Louisiana alone saw over 7,000 new email signups from multiple campaigns, including one resource that performed at just $0.12 per lead. In other campaigns, downloadable assets not only increased email signups but positioned the organization as a trusted source of help. This long-term cultivation strategy proved effective across sectors and budgets.
Want to create a download that does more than sit in an inbox?
- Richstone Family Center depends on volunteers to support many of its programs, but their screening process involved a lot of manual work. Staff had to read through every application, figure out where someone might be a good fit, note any concerns, and then follow up to schedule interviews. It was effective, but time-consuming for Richstone staff, and it slowed down how quickly new volunteers could get involved.
- Through its August stewardship campaign, Coast Guard Foundation wanted to cultivate and increase engagement with Guardians Circle donors by strengthening relationships with donors who had already shared their phone numbers and encouraging those who had not, to opt in—ultimately expanding its mobile audience.
- Nationwide Children’s Hospital Foundation wanted to increase the number of recurring donors through their online giving form. The goal was to encourage one-time donors to consider joining their community of monthly supporters by introducing a frictionless and engaging upsell experience directly within the donation process.
