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20NTC Session

Digital Marketing Policies for the Real (Messy) World


Do you have a digital engagement policy? Do you need one? (Wait, what is a digital engagement policy, anyway?)

A strong, thoughtfully crafted digital marketing policy can serve as your north star in navigating an increasingly complex digital world. Though they may sound bureaucratic, well-designed policies actually help us organize internally to both live our organizational values and to know what to do when a situation isn’t clear.

The Sierra Club and the Alzheimer’s Association of America are both rolling out new email marketing standards. We’ll explore how these two organizations are developing digital policies to last – reconciling the needs of internal stakeholders; supporting their constituent-engagement strategies; putting thoughtful guardrails in place to help emailers succeed; and helping many teams work together in rapid-fire, constantly changing channels. And we’ll talk about change management, digital governance, and how to make yours a living, breathing digital-engagement policy with a long shelf life.

Learning Outcomes

  • Identify what digital engagement policies are & whether you need one
  • Effectively create a process for researching, drafting, and rolling out a new policy
  • Understand how to use a policy to pursue meaningful organizational change

Target Audience

Leaders, digital directors, & online engagement staff


Misty McLaughlin

Principal & Founder

Cause Craft Consulting

Equal parts nonprofit coach, organizational strategist, and digital expert, I midwife organizations through critical times of change. I have helped NGOs and nonprofits of all shapes and sizes to structure critical initiatives, from creating complex communications properties to crafting team structures and workflows to plotting digital-first tech ecosystems for engaging supporters and advancing a cause. My expertise spans assessing opportunities for an organization to grow, creating strategic and tactical roadmaps to get there, and supporting the process of implementing the necessary change. My deep love of the social sector began 15+ years ago, working on the inside of early nonprofit digital teams as a content manager and digital strategist. My personal mission is to help organizations effectively project their cause into the world.

Justin Birdsong

Senior Consultant

Cause Craft Consulting

Justin works with nonprofits – because he’s worked for nonprofits – to create tangible, sustainable change in the world with limited technology and resources. His expertise spans organizational dynamics and development, CRM strategy, data governance, support operations, and business process engineering. Justin has served on the staff of such recognized change makers as the ACLU and The Pew Charitable Trusts, focused on providing organizations with the tools to promote data-driven decision making across fundraising, advocacy, and digital engagement. In his off-hours, he’s a writer, singer, and voracious student of leadership, antiracism & intersectional justice, and personal spiritual growth. He lives in Jersey City with his partner and the two best-behaved cats in the world.

Jane Shepard

Director, Digital Marketing

Alzheimer's Association

Jane is the Director of Digital Marketing at the Alzheimer’s Association, the leading voluntary health organization in Alzheimer’s care, support, and research. Jane leads digital fundraising, integration, and innovation strategies to support their critical mission. Jane has worked in digital marketing for more than 15 years in non-profit and for-profit spaces including ALSAC/St. Jude Children’s Research Hospital and AOL Platforms/Verizon Media. When not working to #ENDALZ, she enjoys hiking in the mountains around her Seattle home.

Alice Hendricks


Cause Craft Consulting

Alice helps nonprofits find creative, people-oriented solutions to complex strategy and technology problems.

Alice provides executive coaching, change management, organization development, process design, and staffing strategy to nonprofit leaders across the sector. Her expertise lies in marketing, online fundraising, political engagement, website strategy, social and mobile media, marketing automation, and brand empowerment. But her particular interest involves identifying the intelligence and wisdom within nonprofits and offering a holistic approach to making organizational change.

In 2018 Alice co-founded Cause Craft Consulting with Misty McLaughlin, a small company that helps Nonprofits and NGOs build capacity for engaging supporters and thrive in the digital world. 





March 24, 2020


10:30am – 11:45am



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