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 recently joined the Data, Analytics & Operations Team as Director of Digital Production & Database Management.

Maan is a communications and development professional with 15 years of experience in graphic & web design and development in the nonprofit sector. Previously she worked at Reading Is Fundamental (RIF) for six years. As a Web Manager of the Marketing and Communications team, she has worked closely with RIF’s clients: Macy’s, Library of Congress, United Airlines, and McDonald’s.

Over the last two years, she has been working for a fundraising and advocacy software platform—Engaging Networks. As part of the client support team, her role there was to build email, donation, and advocacy pages; train on-boarding clients; assist in strategy and management of supporter data; and offer technical support to over 160 nonprofit organizations in the U.S. and Canada. She is a proactive problem solver and is excited to join the Data, Analytics & Operations team to support, build, and leverage all the capabilities of our new eCRM Engaging Networks and support a comprehensive digital roadmap. Maan lives in Washington, DC and likes to spend her time practicing yoga, trying out new restaurants, or volunteering at her son’s middle school.

Details

Day

Thursday
March 25, 2021

Time

12:15pm – 12:45pm