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20NTC Session Proposal

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.


Case StudySocial Media


Ann Nguyen

Design Whaler

Whole Whale

Ann joined Whole Whale in 2013 and has been making splashes since then in the areas of design, development, and A/B testing. During her time at Whole Whale, Ann has overseen site builds that include DREAM, the LAMP, and Donate Life America. Beyond website development, Ann has led the charge on work with the Peter G. Peterson Foundation, the One Love Foundation, Charitybuzz, Prizeo, and United Way ALICE. Ann is also the product manager behind Lighthouse by Whole Whale and is currently working with Power Poetry on their Poetry Genome. Ann is a regular speaker and lecturer on nonprofit tech topics, including appearances at the Strata Data Conference in both San José and New York, NTC, NYU, Columbia University, Sarah Lawrence College, the Lowline, and the White House.

Cindy Iker

Operations Manager

Lung Cancer Foundation of America

Cindy Iker joined Lung Cancer Foundation of America (LCFA) in 2011 and serves as the Operations Manager. With a very small team, all LCFA-ers wear many hats and Cindy’s include overseeing the CRM, facilitating donation and fundraising processes, managing social media platforms, email outreach, writing grant proposals and helping facilitate and write website content. Beginning in 2018, she’s even been trying her hand at video editing and is always looking for new strategies, tools and tricks to tell the story and raise awareness for lung cancer research.

Donna Whitney

Digital Strategist

Lung Cancer Foundation of America

Donna Whitney is adept at handling website management, SEO improvements and digital strategies for non-profits, professional associations, and small businesses, while fitting in time to do things like help to renovate a 17th-century chateau into a yoga studio in Gascony, France. Life as a digital nomad is an amazing lifestyle.

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March 13, 2019


3:15pm – 4:30pm



CFRE Credits

Approved - 1.25

Collaborative Notes

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Session Evaluation

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