22NTC Session: Marketing/Communications
Adaptability & Creativity: Strategically Shifting and Optimizing Digital Content
Submitted by: Hillary Esquina | Defenders of Wildlife


Over the past two years, the pandemic caused most nonprofits to rethink strategically how to shift content and storytelling to digital channels, specifically social media, and how to break through the crowded space. In this session, we’ll talk about how we were able to adapt and pivot our strategy to create content with a focus on digital storytelling to optimize engagement and post-engagement conversion on crowded social media platforms.

Session Type

30 minute session

Learning Outcomes

  • How to collaborate with team members to adapt and creatively brainstorm
  • How to maximize and optimize content for your audiences
  • How to look at the 6,000-foot view and 1-foot directly ahead at the same time for strategic content planning

Target Audience

Social media teams, digital strategy decision makers, marketing and communications staff looking to think strategically about content.


March 23, 2022


11:15am – 11:45am PST