22NTC Session: Marketing/Communications
From Audiences to Communities: How Belonging Transforms Engagement Expectations
Submitted by: kate lesniak | HubSpot, Inc.


Belonging is one of the most powerful feelings we can experience, but the alchemy of feeling that we are aligned within ourselves and within our communities is difficult to create—especially when we’re all juggling deadlines, goals, and planning at the same time.

Join this conversation to take a moment to notice the ways that—through amplifying specific voices and careful product development—nonprofits and impact-driven businesses have begun to cultivate content and community that is grounded in belonging. We’ll inspect and draw parallels between the evolution of newsletter strategy and successful membership programs and subscription products and major gifts programs. We’ll surface the kinds of tactics and tools being leveraged to build those strategies. And most importantly, we’ll take the time to ask questions, share our thoughts, and understand how each person in the room is connected to the central challenges we face as engagement nerds making an impact across organizations, together.

Session Type

60 minute session

Learning Outcomes

  • Find the deepest community why that will drive your best content.
  • Deepen tactics and identify tools that can help you scale your engagement strategy.
  • Identify the pivotal moments that tip a person (or a segment) from observing to belonging.

Target Audience

For people responsible for connecting your organization with your community by creating compelling content and cultivating relationships at scale.


March 23, 2022


9:45am – 10:45am PST