As an organization that relies primarily on private donations, the Swedish Childhood Cancer Foundation set up the Blog Battle in order to tap into the power of bloggers. Although this campaign operated as a competition, the bloggers participated out of the goodness of their hearts to see who could do the most good.
Building upon one of its fundraising initiatives, had bloggers promote the sales of Silver Heart bracelets. With purchases, people were also encouraged to make donations, which caused contributions to skyrocket. As well as meaning lots of engagement and exposure for the participating bloggers, blog readers get to feel good and the foundation gets the money it needs to continue its cancer research.