21NTC Session
Marketing/Communications

January-October are Months TOO, Ya’know? Strategies for Off Season Wins

This is a resubmission of an accepted 20NTC session proposal.

Description

End-of-Year giving season is when our bread gets buttered. But brand building and developing a loyal and sustainable donor file requires year round engagement.  We’ll examine case studies from two national and international nonprofits who’s innovative strategies capture off-season donor attention. 

The National Trust for Historic Preservation  has used its list of America’s 11 Most Endangered Historic Places to raise awareness since 1988. The campaign routinely achieves +1 billion media impressions.

Across Asia, Humane Society International works to end the slaughter of dogs and cats for their meat. South Koreans traditionally consume dog meat during “Bok Nal”—the three hottest days between July and August. HSI raised more than $100,000 from over 2,500 donors across the world in a single weekend.

The session will focus on strategic and tactical take-aways that any nonprofit can apply to their integrated marketing efforts to capture attention and drive conversions all year.


Session Type

30 minute session

Learning Outcomes

  • Atendees will leave better able to identify and evaluate their stories and assets to drive off-season interest and earned media;
  • Learn integrated marketing best practices to turn media impressions and supporter passion into conversions and revenue
  • Learn how to create emotional and effective email campaigns to garner year end revenue any time of year

Target Audience

Marketing, communications, and digital team members responsible for developing and implementing online and integrated campaigns throughout the year.

Tags

CampaignsEngagementIntegrationStorytelling

Speakers

Maan Sacdalan

Director of Digital Production and Database Management

National Trust for Historic Preservation

Maan Sacdalan

Maan is a member of the Data, Analytics & Operations Team as Director of Digital Production & Database Management of the National Trust for Historic Preservation.
A communications and development professional with 15 years of experience in graphic & web design and development in the nonprofit sector. Over the past years, she has been working for a fundraising and advocacy software platform—Engaging Networks. Her role there was to build email, donation, and advocacy pages; train on-boarding users; assist in strategy and management of supporter data; and offer technical. She has supported160 nonprofit organizations in the U.S. and Canada.

Eric Rubin

For the last 15 years Eric has managed programs in diverse sectors including refugee work, nonprofit technology, community organizing for clean energy and youth empowerment. With Engaging Networks he helps nonprofits explore options for digital tools. When not talking about software he’s performing an original kids music show at libraries and schools throughout the Bay Area.

Gabby Green

Gabby Green got her first opportunity to work in fundraising/marketing at Humane Society International, a global animal welfare non-profit, 6 years ago as a Digital Marketing Specialist responsible for responding to supporters on social media. She now manages the email marketing program, engaging > 4.5 million supporters worldwide in creative fundraising and advocacy campaigns to help animals. She specializes in using marketing automation email tools to create custom supporter journeys and works out of the Engaging Networks eCRM. She has presented at NTEN/NTC and ENCC and has a Master’s degree in Animal Welfare from the University of Edinburgh in Scotland. She currently resides in Rockville, Maryland with her wife, Sarah, and rescued Puerto Rican street dog named Tilly.

Gabby Green

Senior Manager

Humane Society International

Gabby Green got her first opportunity to work in fundraising/marketing at Humane Society International, a global animal welfare non-profit, 6 years ago as a Digital Marketing Specialist. She now oversees strategy as Senior Manager for the email marketing programs of both HSI and the Humane Society of the United States, engaging millions of supporters worldwide in creative fundraising and advocacy campaigns to help animals. She specializes in using marketing automation email tools to create custom supporter journeys and works out of the Engaging Networks eCRM. She has presented previously at NTC 2018 and has a Master’s degree in Animal Welfare from the University of Edinburgh in Scotland. She currently resides in Rockville, Maryland with her wife, Sarah, and rescued Puerto Rican street dog named Tilly.

Eric Rubin

Director, West Coast

Engaging Networks

For the last 15 years Eric has managed programs in diverse sectors including refugee work, nonprofit technology, community organizing for clean energy and youth empowerment. With Engaging Networks he helps nonprofits explore options for digital tools. When not talking about software he’s performing an original kids music show at libraries and schools throughout the Bay Area.

Details

Day

Thursday
March 25, 2021

Time

12:15pm – 12:45pm