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19NTC Session

Put a Cat Gif on It: Linking Storytelling and Social to Donations

Here’s some #NotFakeNews: Your hashtags aren’t enough to track storytelling effectiveness. In this session, we’ll look at how Lung Cancer Foundation of America went from an April Fool’s idea, #CatsAgainstLungCancer, to a digital engagement campaign with clear and measurable results to show for it.

Participants will learn how to identify concrete actions for users to take in a campaign and how those align with key performance indicators of moving their mission forward. We’ll also look beyond April 1 to see how the unexpected bright spots of LCFA’s website can still drive meaningful action — and help lung cancer research.

Learning Outcomes

  • Understand the impact funnel logic model of marketing and how to set goals at 4 key stages of engagement.
  • Go from out-there idea (e.g., #CatsAgainstLungCancer) to digital campaign with clear metrics to measure impact.
  • Understand how to leverage the most popular stories told on your platform towards the ultimate reason your organization exists.

Suggested Tags

Case StudyData and MetricsSocial MediaStrategy


Jasmine Cordew

Digital Advertising Whaler

Whole Whale

As our Digital Advertising Whaler, Jasmine works across the Whole Whale team to help clients manage successful paid and organic social media campaigns and make smart use of their Google Ad Grants. In her time as a Whaler, Jasmine has managed over $1.2 million of Google Ad Grant dollars, helping organizations from Donate Life America and the Cancer Research Institute to the Lung Cancer Foundation of America and Concern Worldwide US gain more quality website traffic through their Ad Grant campaigns while staying compliant with Ad Grant policy changes. Focusing on digital impact and community growth for social media advertising, Jasmine has successfully spent more than $40,000 in Facebook advertising dollars for organizations including Breakthrough US and Black Public Media. Her campaigns have generated 800 qualified leads in the span of one week for Earth Day Network and increased the social media following and engagement for the Lung Cancer Foundation of America by 11% in one month. With a background in performing arts, Jasmine brings her stage presence to client trainings and conference stages, most recently the 2018 Create Good Conference for creative nonprofit communications where she spoke on using Facebook advertising in a data-driven way to fuel the groundswells around creative ideas. Clients can expect to see Jasmine in trainings around all things social, Google Ads, and social advertising and leave feeling confident and ready to take on the digital world. With a strong passion for social good, Jasmine has helped the Orphaned Starfish Foundation and Open Moments NYC with event coordination, digital analysis, and content creation. She is also an event organizer with the New York chapter of 501Tech, our local chapter of the Nonprofit Technology Network which brings together pros and accidental techies to share advice, resources, and opportunities within the sector. Before becoming a Whaler, Jasmine worked in digital marketing and account management at Zeno Group, where she managed influencer programs and paid advertising for clients including QVC, Sylvan Learning Center, and Giovanni Rana. In her off-time, Jasmine enjoys binge watching Rick and Morty, analyzing natal charts, and checking out cool city eateries.


March 13, 2019


3:15pm – 4:30pm