AMA Virtual Conference: Nonprofit & Cause Marketing

[Keynote] Transforming a Legacy Non-Profit Brand

At Big Brothers Big Sisters of America, there is an inherent belief that it takes a village to empower young people. During this session, Adam Vasallo (Chief Marketing Officer, Big Brothers Big Sisters of America) shares the story of how a 110+ year old organization transformed their legacy brand to expand its mentorship mission and grow the village of volunteers, families and partners needed to ensure every kid reaches their full potential.

Adam Vasallo

Chief Marketing Officer, Big Brothers Big Sisters of America

(Re)energize Your Digital Content Supply Chain

Remote and hybrid work are here to stay. In this new virtual workplace, organizations are still struggling to find the best ways to plan, create, and distribute their digital content. Many creative and marketing teams have tried to get by via cobbling together an assortment of disconnected platforms. But with no operational hub, these makeshift tech stacks create a digital content supply chain that doesn’t work efficiently. Without a single source of truth, teams face lost or misplaced digital assets, broken content workflows, duplicate work, and issues with creative collaboration. So how do you create a digital content supply chain that does work the way you need it to?

In this interactive presentation, we will show you how to:

• Build a content tech stack that leverages a digital asset management platform as the hub of your digital content supply chain.
• Streamline digital content workflows to produce content more efficiently at scale.
• Enable better collaboration on your remote or hybrid teams.

Ariana Keil

Marketing Manager, Canto

How to Use Event Technology to Optimize Engagement

The past few years have created new challenges and opportunities for nonprofit event leaders and marketers. Despite strained internal resources and a decline in donations, this changing climate ushered in a season for all to consider marketing strategies that took advantage of all new event formats: in-person, hybrid and virtual. In 2022, nonprofit event planners and marketers are still contending with how to deliver on engaging and meaningful experiences with lower budgets and less support. As face-to-face gatherings become a reality again, it’s time to look at what we’ve learned—and look forward to putting event goals and donor needs able back at the forefront of planning.

During this session, we will discuss three ways technology can support non-profit event planners and marketers in redefining your event strategy for optimized donor engagement:

• Maximize your pre-and post-event attendee engagement
• Amplify donor reach in the shift back to in-person events
• Optimize your in-house tech stack for donor insights

Elizabeth Powell

Solutions Marketing Manager, Cvent

Megan Burns

Senior Client Success Advisor, Cvent

[Keynote] Action Not Ads: How the Brand Can Be a Catalyst For change

To say Covid brought great change is an understatement. As a movement brand, what did Uber do when the world stops moving? It helped #movewhatmatters. Uber showed up for its users and the community during COVID by focusing on actions (not ads) that were authentic to its business model. As more brands turned to purpose marketing during the pandemic, it was evidence that marketing can be an effective change agent for customers, companies and communities. However, the resulting backlash has taught us some important lessons on what works for brands and the potential opportunities it creates for the nonprofits they partner with.

Thomas Ranese

Former Chief Marketing Officer, Uber

Amplify Your Impact

Paid advertising is a great way to increase traffic and support conversion, but how do you decide to allocate your budget and focus your buy? When your budget stays the same (or even shrinks), digital spaces and assets need to work ever harder. Every penny and pixel count more than ever. Join us to learn how to maximize your paid media dollars with smart strategy and focused creative.

Jeremy Spaso

Senior Account Executive, Lipman Hearne

Tom Fitzjerrells

Senior Writer, Lipman Hearne

AMA Foundation Nonprofit Marketer of the Year Panel Discussion

The American Marketing Association Nonprofit Marketer of the Year Award honors extraordinary leadership and achievement in the field of nonprofit marketing. Nominated by a peer in their field, the regional and national recipients of the Nonprofit Marketer of the Year Award have achieved breakthroughs in organizing and planning in nonprofits organizations.

Join us for a panel discussion to hear insights and key takeaways on how they have transformed their nonprofit organization through creative approaches to marketing and communications.

Katie Ferrell

Director of Marketing & Communications Make-A-Wish Ohio, Kentucky & Indiana

Cindy Rahman

Senior Vice President & Chief Marketing Officer, March of Dimes