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

Christina brings a truly global understanding to Forum One’s marketing and community-building efforts, providing state-of-the-art content, resources and events that drive inspiration and results for mission-driven organizations. In addition to managing open source solutions for clients around the world, Christina’s background includes ICT in education and collaborative learning. She is a member of the Forbes Communications Council and a regular contributor of marketing thought leadership for Forbes. Christina graduated from the University of Western Ontario with a dual BA in French and English Literature, and an MA of French from the University of Waterloo.



March 23, 2021


9:45am – 10:45am