11 _____s Walk Into a Bar: Stories & Tactics for Off-Season Wins
Since 1988, the National Trust has used its list of America’s 11 Most Endangered Historic Places to raise awareness about the threats facing some of the nation’s greatest treasures. The list has been so successful in galvanizing preservation and awareness-raising efforts off-season that only a handful of sites have been lost and the campaign routinely achieves +1 billion media impressions.
This session explores how any organization can discover and select the mission-oriented stories and assets to connect with a wide-reaching, national audience in a way that is simultaneously targeted to diverse, local communities.
This session will further focus on the tactics used to build media buzz while also using integrated marketing best practices to turn this publicity into real conversions of new and sustaining donors and activists.
Target AudienceMarketing, communications, and fundraising members responsible for building campaigns aimed at earned media hits and off-season digital campaign wins
Director, West Coast
I help nonprofit teams evaluate digital solutions to grow their audience and raise more money. For the last 15 years I have managed programs and teams at the UN Refugee Agency, Salsa Labs, Groundswell Energy and Community Matters.
Director of Digital Production & Database Management
National Trust for Historic Preservation
Maan Sacdalan is an seasoned and experieced graphic & web design and developer in the nonprofit sector – including a lot of training, conference presentations, and advising of nonprofits in best practice for digital strategy. Prior to joining the National Trust for Historic Preservation, she worked at Reading Is Fundamental (RIF) for six years. As a Web Manager of the Marketing and Communications team, and worked closely with RIF’s clients: Macy’s, Library of Congress, United Airlines, and McDonald’s.
During the previous two years immediately prior to joining the Trust, she worked for fundraising and advocacy software platform—Engaging Networks. As part of the client support team, and was intimately involved in the hands-on building of email, donation, and advocacy pages; training and on-boarding clients; assisting in strategy and management of supporter data; and offering technical support to over 160 nonprofit organizations in the U.S. and Canada. In this role, Maan also routinely presented at the Engaging Networks Community Conference and other events about digital fundraising and advocacy. Maan joined the Data, Analytics & Operations team at National Trust to support, build, and leverage all the capabilities of our new eCRM Engaging Networks and support a comprehensive digital roadmap.