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#DigitalDay2016

Today Digital Marketing IS Marketing – and any successful marketing plan must include it as a key component. At Digital Day Forum 2016 we learned how to maximize resources and increase engagement across our enterprise by breaking down and making all the “tech talk” transparent and understandable — to ensure we are leveraging every opportunity to meet goals.

We gained valuable insight from experts in the field on new trends and smart integration techniques that we can apply to your online strategy. We were joined by industry’s leading digital marketing experts as they provided us with answers to address our toughest online marketing questions to help us save time, bolster our response, and increase revenue.

Below please find the presentations that have been approved by speakers for sharing. Where a presentation is not offered — the speaker(s) have not granted permission for us to share.

 

Agenda

9:15-10:00 a.m. Keynote Address  — [Download presentation]
Elana Levin, Director of Online Organizing, Make the Road Action

10:15-11:15 a.m. Breakout Sessions

Spring Giving Day — [Download presentation]
Already have a successful Giving Tuesday strategy? Learn how Share Our Strength leveraged theirs and raised significant funds during a May Giving Day for No Kid Hungry. By deploying social influencers and implementing an integrated campaign across email, web and social media audiences, NKH generated a reach of 63 million and increased overall revenue for May by 35%. Giving Day is now the top digital fundraising day for NKH behind Giving Tuesday and December 31.

Presenter(s):
Diane Clifford, Director, Annual Giving and Membership, Share Our Strength
Sam Read, Manager, Social Media, Share Our Strength

Thinking Mobile First: How To Engage Your Donors Through Snapchat, Facebook Live, and More
The latest trends and advances in mobile technology, why you should be using them, and how they can be used correctly to engage your donors.

Presenter(s):
Briana Kerensky, Digital Project Manager, See3 Communications

Small Group Facilitated Discussions:

  • Fundraising Year Round — Facilitated by Brenna Holmes, Vice President of Digital, Interactive Department, Chapman Cubine And Hussey (CCAH) — [Download key takeaways]
  • Acquisition Tactics: How to Continually Grow and Diversify Your Individual Donor Base — Facilitated by Rosa DelAngel, Vice President, Digital Marketing, Beaconfire RED
  • Building Relationship with Supporters via Social Media — Facilitated by Megan Peterson, Senior Digital Strategist, The Pew Charitable Trusts

11:15-12:15 p.m. Breakouts

Recruiting New and Reactivating Lapsed Members via Digital Benefits — [Download presentation]
WETA -TV / Classical 90.9 FM and PBS launched Passport membership video on demand in December 2015 as a benefit for members. While they expected a high usage rate for existing WETA members, they witnessed greater sign ups from New Members and lapsed Membership than ever anticipated. Results of the launch will be shared along with some unexpected learnings based on the multiple channels in which a WETA member can give to the station.

Presenter(s):
Brandon Hemel, Senior Director, Data Strategy and Management, WETA-TV

The Pipe Dream of Tag Management — [Download presentation]
How World Wildlife Fund (WWF) implemented tag management. Learn how to position the importance of data governance and implement a tag management solution across your websites.

Presenter(s):
Sara Hoffman, Digital Analyst and Optimization Lead, Beaconfire RED
Lauren Kade, Digital Advertising Specialist, World Wildlife Fund (WWF)

Small Group Facilitated Discussions:

  • Integrated Fundraising Campaigns — Facilitated by Vila-Sheree Watson, Director of Marketing, The Arc
  • Digital Marketing 2020: What Are the Long-term Innovations that will Impact Direct Marketers? — Facilitated by Mike Liddell, General Manager, Digital, NGP VAN Every Action
  • Digital Stewardship: What are Nonprofits Doing Online to Improve Retention Among Donors, Large and Small? — Facilitated by Adva Priso, Associate Vice President, Anne Lewis Strategies, LLC

1:45-2:45 p.m. Breakout Sessions

Donation Form Drinking Game — [Download presentation]
Inspiring case study, paired with fun fundraising dos and don’t’s! Children’s Inn at NIH made a few key changes to its donation form styling and increased its revenue significantly. This session will look at before-and-after shots, playing Donation Form Drinking Game as we go (i.e., drink every time a donation form asks the donor to click Submit *only once* lest you process multiple times). This session will have fun worthy of an after-party, but you’ll also learn valuable lessons about easy-to-implement changes to donation forms and processes.

Presenter(s):
Katelyn Baughan, Digital Media Manager, NIH Children’s Inn
Bethany Lang, Project Manager, Cornershop Creative

Engaging Millennials: A Case Study in Becoming Relevant to the Next Generation of Members — [Download presentation]
Getting members is hard. Keeping them is harder, especially if they’re millennials. Learn how the American Nurses Association attracts and retains this target demographic through a multi-channel marketing approach.  In a distracted, multi-screen age, find out how to nurture relationships with members and keep them coming back.

Presenter(s):
Brezita Warrick, Manager, Membership Marketing, American Nurses Association
Jessica Ek, Manager, Social Media Engagement Manager, American Nurses Association

Small Group Facilitated Discussions:

  • Fundraising Year Round — Facilitated by Brenna Holmes, Vice President of Digital, Interactive Department, Chapman Cubine And Hussey (CCAH) — [Download key takeaways]
  • Acquisition Tactics: How to Continually Grow and Diversify Your Individual Donor Base — Facilitated by Rosa DelAngel, Vice President, Digital Marketing, Beaconfire RED
  • Building Relationship with Supporters via Social Media — Facilitated by Beth Becker, Founder of Becker Digital Strategies

3:15-4:15 p.m. Breakouts

Steal Smart: What Nonprofit Fundraisers Can Learn from For-Profit Digital Marketers — [Download presentation]
Budgets, time and resources are all scarce in the nonprofit world. Let’s cast off some of those barriers by looking at what retailers and commercial marketers are doing that’s working – and talk about how can you apply it to your organization! At this session you will learn how to execute sophisticated cart abandonment campaigns by sending auto-triggered follow-up emails to people who start to fill out your donation form, but don’t complete their gift. And find out the latest in email automation, and how you can use data you already have to upgrade your supporters into donors, and your donors into monthly givers. Think social media isn’t for fundraising? Think again. Retailers are all-in on Facebook and Instagram advertising – and with the right strategy you can reach your donors there too. This session will show you real examples from nonprofits who are making these tactics work for them, and talk about how you too can monitor commercial trends and capitalize on them.

Presenter(s):
Bailey Bernius, Senior Account Executive, Digital Media, CDRFG
Dan Clasgens, Digital Marketing Strategist, Disabled American Veterans

Personalization on a Budget — [Download presentation]
Most marketers think that being resource-strapped means you can’t be progressive. This session will show you that you can incorporate modern marketing practices, like personalization, even if you’re a small organization or team. Every visitor takes a different path to your site. Different rights. Different lefts. Understanding how pockets of users navigate your site is the most effective way to analyze, segment and optimize paths to increased performance. This session blends IT and Marketing to show how personalization has become the most important trend in modern digital marketing–and how organizations big and small can leverage simple, even free technology to personalize content for users.

Presenter(s):
Justin McCord, Senior Director, Digital Strategy, RobbinsKersten Direct
Chris Copley, Associate Director of Online Engagement, American Kidney Fund

Small Group Facilitated Discussions:

  • Integrated Fundraising Campaigns — Facilitated by Vila-Sheree Watson, Director of Marketing, The Arc
  • Digital Marketing 2020: What Are the Long-term Innovations that will Impact Direct Marketers? — Facilitated by Mike Liddell, General Manager, Digital, NGP VAN Every Action
  • Digital Stewardship: What are Nonprofits Doing Online to Improve Retention Among Donors, Large and Small? — Facilitated by Adva Priso, Associate Vice President, Anne Lewis Strategies, LLC

 4:15 p.m. Adjourn