21NTC Session

Adaptability & Creativity: Strategically Shifting and Optimizing Digital Content


This year 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

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

Target Audience

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


Content StrategySocial MediaStorytellingVideo


Hillary Esquina

Director of Digital Communications

Defenders of Wildlife

Hillary Esquina is a digital marketing strategist and storyteller who is passionate about cultivation and post-engagement conversion. Hillary started in content creation, working on a number of award-winning video projects from local news to non-profit organizations. She then made the shift to digital content strategy, now leading her organization’s strategy for social media, digital content, and website.

Autumn Berry

Social Media & Digital Communications Associate

Defenders of Wildlife

I’ve been at Defenders of Wildlife for a little over two years working cross-functionally between both our Marketing and Communications team as a Social Media and Digital Comms Associate. I specialize in writing wildlife conservation copy and messaging for our organization’s social channels and social fundraisers.



March 25, 2021


12:15pm – 12:45pm