One easy and reliable approach to non profit marketing is to piggyback your content on important headlines and key days to attract more attention and increase engagement in your social entrepreneurship. A failure to do so can even make you appear to be out of touch with the concerns of your base and with current events. You should do everything possible to ensure that your content is relevant to your audience first, or you risk creating a major disconnect that risks alienating your base. For example, a recent AARP recruitment email was entirely focused on a Fun Food Challenge event that the organization holds while ignoring critical headline issues impacting their constituency. Specifically, retirees and those close to retirement are very concerned about cuts to Social Security and Medicare which are being discussed in the US. To ignore these issues in favor of a frivolous topic makes the organization appear out of touch.