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20NTC Session Proposal

How Digital-First Technology Transformed the ASPCA’s Online Program


Modern donors are seeking a customer experience with the causes they care about that is akin to their experiences with their favorite for-profit brands. Companies are using techniques like personalized messaging, social advertising, mobile-wallet payments, and screenless technology to offer end-to-end, omnichannel experiences.

Nonprofits can offer these kinds of experiences, too. When an organization’s engagement strategy is powered by modern technology that matches the for-profit world’s level of marketing sophistication, it’s possible to create personalized, automated supporter journeys that engage donors on the platforms and channels where they are already active. Digital-first, corporate-scale tools give nonprofits access to emerging technology such as Facebook and Instagram gifts, retargeting capabilities to capture missed donations, and marketing automation techniques that power integrated, customized supporter journeys across all channels. This leads to increased supporter engagement and loyalty.

The ASPCA staff will share their engagement-technology evolution over the past 15 years, from early-internet online-marketing software to custom point solutions, to their current digital-first technology ecosystem. They’ll discuss use cases, lessons learned, and how their tools have supported an ambitious digital strategy that has produced year-over-year fundraising increases of 25%+.

Learning Outcomes

  • See how the ASPCA uses commercial-scale tools, adapted for nonprofit goals
  • Learn how for-profit concepts such as marketing automation, omnichannel cultivation, social recapture, and voice commerce translate to supporter engagement strategy
  • Understand the pros and cons of different technology models for supporter engagement


Case Study

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260 - 261


April 11, 2018


1:30pm – 3:00pm

CFRE Credits

Approved - 1.5

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