21NTC Session

Conversational Marketing: Using Chatbots to Support Your Nonprofit’s Mission


Research shows that the average conversion rate on a website is generally around ~1%, which means that a lot of the hard work that is put into creating good content isn’t resulting in the right amount of user engagement. As nonprofits continue to focus on a more digital approach to doing their work, they are also challenged to try new approaches to better engage their web visitors in real time.

In this session, we’ll discuss how nonprofits can implement a chatbot strategy, also known as conversational marketing, to better connect with audiences through a two-way conversation. We’ll hear from the Council for Advancement and Support of Education (CASE) about how their conversational chatbot “Casey” has allowed them to streamline their FAQ response, move users along the conversion path faster, and provide valuable support to members who have greater needs but less time to browse.

Session Type

60 minute session

Learning Outcomes

  • Define conversational marketing and how it works
  • How a nonprofit can implement a chatbot strategy
  • How a nonprofit can create a more personal approach to deepen user engagement

Target Audience

1. Anyone looking to implement a chatbot 2. Marketers 3. Nonprofit website teams


Christina Crawley

Managing Director, Marketing

Forum One

I’m the Managing Director for Marketing at Forum One—a digital agency that works with influential nonprofits to turn ideas into impact. We’re passionate about crafting solutions that move the needle for nonprofits such as the American Red Cross, the United Way, and Rare. Our services include data management, digital strategy, design and branding, and open source technology. Beyond my work at Forum One, I am a member of the Forbes Communications Council and a regular contributor of marketing thought leadership for Forbes. I’m excited to be speaking about Conversational Marketing this year at NTC, and I’d love to connect with you about all that is nonprofit marketing. Ping me during the conference to chat – I look forward to talking with you!

Rachel Roberts

Senior Director, Channel Deployment

Council for Advancement and Support of Education

As the Senior Director of Channel Deployment for CASE, I coordinate and manage the production of a complex array of print, digital, and social publications—including, but not limited to, CASE Currents bi-monthly magazine, weekly and monthly newsletters, ongoing blog posts, and digital content, social media outreach, publications, and other means to deliver content to CASE members and interested parties. I live by the mantra that content is king.



March 23, 2021


9:45am – 10:45am