22NTC Session Proposal

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.

Learning Outcomes

  • Each org will have tools to identify and evaluate their unique stories and assets that can drive off-season campaign interest;
  • Specific tactics and strategies for using this stories to attract national media attention
  • Learn integrated marketing best practices for turning media impressions into donor conversions

Session Type

Target Audience

Marketing, communications, and fundraising members responsible for building campaigns aimed at earned media hits and off-season digital campaign wins