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20NTC Session Proposal

The Two Things That Netflix and NPR Have That You Don’t (and How to Get Them): Members and Money


Membership, membership, membership. Membership programs are blowing up right now, and rightly so, because with the right strategy and structures in place, membership is a major revenue generator and a sustainable, reliable source of income. Whether nonprofit, corporate, or privately held, your media organization can benefit from implementing a membership program or improving the strategies and tools you’re already using to cultivate deeper relationships.

We will look at a number of case studies of publications who have implemented a digital engagement strategy that draws in audience members and converts them to supporting community members. Bitch Media, a print native publication, has developed and implemented a strategy to generate revenue from site visitors by engaging them in a user journey, and you can too. In implementing that journey, we’ve used new tools for engagement, like Hearken, to bolster our efforts to collaborate with our audience to build a better media outlet, and also fund our work. Kate Lesniak, Bitch’s publisher, will offer creative and data-driven insights based on Bitch’s experience. Tim Nafziger, a partner at Congruity Works, will speak to technical barriers that many independent media outlets face, and solutions that have worked for Bitch and other outlets. Manolia Charlotin, a strategic media designer and former associate director of The Media Consortium, will offer examples of innovation from independent platforms that serve communities of color, new Americans, and youth.

Learning Outcomes

  • Put your organization’s theory of change to work to develop a multipronged engagement narrative and digital strategy aimed towards membership
  • Develop a step-by-step plan that incorporates email, social, and other digital assets
  • Identify which powerful (but simple) tech, software, and systems you might want to use in that implementation


Case StudyEmailWebsites


350 - 351


April 12, 2018


1:30pm – 3:00pm



CFRE Credits

NFR - 1.5

Collaborative Notes

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Session Evaluation

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