baltimore Buildings
baltimore Buildings
baltimore Buildings
20NTC Session

Content Strategy for Donor Engagement: From Tactics to Testing


Creating effective content to engage donors is a critical need, but development and communications staff don’t always understand how to collaborate to develop a content strategy that drives donations and moves donors along an engagement ladder.

In this workshop, you’ll learn some guerilla tactics for defining your audience using personas, developing strategies for delivering content across channels (web, social, and print), devising ways to keep audiences engaged, and creating original content that is user-friendly, SEO-friendly, and 508-accessible.  We’ll cover:

  • Figuring out how content you produce serves your business goals.
  • Coming up with a plan for creating content to reach the users you have—and the ones you don’t.
  • Thinking through how to relate content on your site and across social media to keep users engaged longer.
  • Understanding how to develop metrics and use analytics to track outcomes.

Learning Outcomes

  • Understand what content strategy is and why it's important for donor engagement
  • Develop tactics for defining and understanding donor audiences
  • Develop strategies for increasing donor engagement through content

Target Audience

Development Staff, Communications Staff


Content StrategyDonor RetentionEngagement


Valerie Johnson

Director of Institutional Advancement

Pathways to Housing PA

Valerie Johnson joined Pathways to Housing PA as Director of Institutional Advancement in 2018. Prior to that, she was the Director of Advancement for Council for Relationships. She also worked as a fundraiser for Valley Youth House and the American Association for Cancer Research.

Valerie, a Certified Fundraising Executive, holds a Bachelor’s degree in Marketing and an MBA from Drexel University. A member of the Association of Fundraising Professionals since 2012, she serves on their Board of Directors as VP of Education and Programming. In those roles, she designs and implements professional development opportunities for fellow fundraisers in the Greater Philadelphia area. Valerie has been a featured speaker for the Pennsylvania Association of Nonprofit Organizations and AFP Greater Philadelphia, and contributes to Generocity.

Marcus Iannozzi

Founder and Principal

Message Agency

Marcus graduated from the University of Pennsylvania and has over 20 years of experience implementing communications and marketing strategies for the public and nonprofit sectors. Entrepreneurial in spirit, but a poet at heart, Marcus firmly believes that business can be done differently. He has grown Message Agency from a solo practice to a thriving social enterprise with the sole mission of providing nonprofits, universities, foundations, and governments with the tools and resources they need to impact the greater good.

Katie Green

Digital Giving Manager

The Trevor Project

Katie Green is a passionate storyteller and lover of all things digital. Her resume spans from ocean conservation to reproductive justice, but her work is always grounded in fostering online communities and building accessible ways to make social impact. As The Trevor Project’s Digital Giving Manager, she spearheads data-driven donor content strategy for individuals and peer-to-peer fundraising, increasing donor engagement over 5x since the beginning of 2019. Katie brings 7 years of experience in the industry, marrying her agency background with her passion for LGBTQ rights to implement a first-time strategy to engage and cultivate digital donors at The Trevor Project. The Trevor Project is the world’s largest suicide prevention and crisis intervention organization for lesbian, gay, bisexual, transgender, queer, and questioning young people.





March 24, 2020


10:30am – 11:45am

Collaborative Notes

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Session Evaluation

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