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20NTC Session Proposal

Meme-Driven Marketing for Nonprofit Brands


We’re all familiar with memes — bits of cultural commentary embedded in a video, picture, or phrase that can be shared, in a heartbeat, by millions online. Using recent social media-driven cause movements as her guide, Columbia University nonprofit media/marketing lecturer Marcia Stepanek convenes a high-powered panel of nonprofit brand managers to unpack the mechanics of memes and explore how they can be harnessed to amplify and re-direct some of  today’s top nonprofit brands and cause advocacy campaigns.

Whether silly photo remixes or selfies, YouTube songs or hashtag campaigns—memes are becoming fundamentally intertwined with how nonprofit audiences find and affirm one another and direct attention to the causes and nonprofit brands they care about the most. Find out why and how new meme-conscious marketing is disrupting the way nonprofits must build support and foster new collaboration among key audiences to expand credibility, awareness and support.

Learning Outcomes

  • Unpack the mechanics of social media-driven memes and how they operate to reinforce, amplify, and shape today’s advocacy messaging
  • Understand how to harness the power of memes to increase engagement and support for your brand
  • Identify how target audiences are creating their own brands for social change and the opportunities this creates for nonprofits

Target Audience

Communications managers, marketing and fundraising staff and CEOs/Board Members often involved in leveraging the brand for strategic advantage


BrandingEngagementPanelSocial Media

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