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20NTC Session Proposal

Supporters First: Building Customized Constituent Journeys


If you’ve heard the term “customer experience,” we’ve got good news for you: it’s not just for big-budget corporations anymore.

The Wildlife Conservation Society and the Brennan Center for Justice will share their long-term paths to creating customer journeys that put supporters first. WCS has moved far beyond the automated welcome series to implement an entire engagement program built around supporters’ unique experiences and goals. The Brennan Center is expanding its digital fundraising and advocacy program to target new public audiences, gearing up for the 2020 election with a series of journey-based campaigns.

Learning Outcomes

  • Understand the principles of “customer experience” and apply these ideas to the nonprofit sector
  • See how fully-personalized donor and activist journeys can be offered to supporters
  • Explain the difference between marketing automation and journey building (and why it matters)


Case StudyEmail


Alice Hendricks


Jackson River

In her role as CEO and founder of Jackson River, Alice helps nonprofit organizations find creative, people-oriented solutions to complex strategy and technology problems. In her 20+ years working with mission-driven organizations, she has provided executive coaching, organization development, process design, and staffing strategy to nonprofit leaders across the sector. Alice is an expert in cause marketing, online fundraising, political engagement, website strategy, social and mobile media, marketing automation, and brand empowerment. But her particular gift lies in identifying the emotional intelligence and wisdom within nonprofits and offering a holistic approach to organizational change. She co-founded Jackson River in 2008 out of the belief that the nonprofit sector deserves access to powerful, corporate-scale technologies. By the numbers, she counts 20+ years working exclusively with nonprofits; 200+ causes assisted; and too many RFP processes to count.

Kristen Avery

Assistant Director, CRM

Wildlife Conservation Society

Kristen has been with the Wildlife Conservation Society since March 2014, a dream job as a kid who loved wildlife. She held two roles before moving on up to Assistant Director, CRM. In this latest role, Kristen handles email marketing for fundraising and attendance driving efforts, Salesforce database management, and incentive fulfillment (who wants swag?) In 2013, she completed her Masters in Transnational Media and Globalisation at City University in London and before that, worked in the media analysis space for four years. Outside of work she enjoys playing soccer, listening to Kylie Minogue, and eating ice cream.

Kiva LaTouche

Assistant Director

Wildlife Conservation Society

As Assistant Director for CRM, Kiva handles email marketing for members, ticket sales, and attendance driving efforts. She also oversees the health and data quality of the Wildlife Conservation Society’s growing CRM system of donors, advocates, members, Zoo and Aquarium visitors, and partners. Kiva joined the Wildlife Conservation Society in 2015 after years of working and living in the beautiful cities of Johannesburg, South Africa and Sydney, Australia where she worked with international NonGovernmental Organizations on communications enablement and public relations initiatives.
Outside of work she loves her blue tabby (Diaby), great Karaoke jams (Love Shack), and Pub trivia.

Morgan Goode

Director, Digital Marketing & Advocacy

Brennan Center for Justice

As the inaugural Director of Digital Marketing and Advocacy at the Brennan Center, Morgan is helping shape efforts to grow the Center’s audience from grasstops to grassroots. Her team is leading a significant internal cultural shift in terms of how the organization thinks about Digital by positioning themselves as strategic partners working toward shared goals with Programs and Development. With that in mind, the Digital team at the Brennan Center is also undertaking an expansive website rebuild project and the implementation of marketing automation software, along with a new campaign-based strategic approach to digital engagement. Morgan joined the Brennan Center for Justice in 2018 with ten years of non-profit advocacy experience and has worked in organizations both small and large with a wide range of digital literacy and capacity. She’s always searching for new challenges in or out of the office, and is equally at home in libraries and boxing gyms.

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March 13, 2019


1:30pm – 2:45pm

CFRE Credits

NFR - 1.25

Collaborative Notes

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Session Evaluation

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