It’s hard enough for charities to stand out in an overcrowded marketplace, let alone convince consumers to donate their hard earned money. How do you prove to consumers that their donation will be going to a good cause? For the British Heart Foundation, whose mission is to raise funds for cardiovascular research (the UK’s single biggest killer), user-generated content (UGC) provided the vital social proof to convince people it was worth raising funds for. Integrating user-generated content into every campaign From websites and contests to event screens and email marketing, the British Heart Foundation seizes every opportunity to harness user-generated content to drive

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