Despite all the challenges nonprofit marketers face, you continue to find new ways to pivot and reimagine your work so you can positively impact society.
At the free AMA Nonprofit & Cause Marketing Virtual Conference, we’ll help you keep the momentum moving into the future. You’ll learn how to reach new audiences while staying authentic, on budget and collaborating more efficiently across teams.
Gain insight and expertise from some of the top minds in the nonprofit community. You’ll leave inspired by the latest best practices and strategies that can make the most effective use of your time and money.
Registration is FREE for this event!
By attending this event, you can earn continuing education units (CEUs) toward maintaining any AMA Professional Certified Marketer ® credential. Click here to learn more about pursuing certification or claiming credits.
DAY 1 | 10AM - 1PM | ALL TIMES CT
[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
DAY 2 | 10AM - 1PM | ALL TIMES CT
[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
Adam Vasallo
Chief Marketing Officer, Big Brothers Big Sisters of AmericaAdam Vasallo is the Chief Marketing Officer for Big Brothers Big Sisters of America. Adam joined Big Brothers Big Sisters of America in January 2018 and leads the marketing department in generating awareness for the Big Brothers Big Sisters mission, inspiring volunteerism, and bringing the organization’s brand and commitment to youth equity and empowerment to life on national stages, through strategic partnerships and in communities nationwide.
Prior to joining Big Brothers Big Sisters of America, Adam spent 11 years at HSN, where he held several senior-level development and marketing roles including Director of New Business Development and Entertainment Marketing. In that role, Adam cultivated and grew multi-year corporate and media partnerships by driving customer engagement, generating incremental revenue, and acquiring new customers through storytelling, unique experiences, and multichannel marketing programs anchored in content.
Adam is a 2-time Big Brother and is currently matched with his Little Brother Giovanni. He has a Bachelor of Arts degree in Mass Communications from the University of South Florida and a Master of Business Administration from Nova Southeastern University.
Adam and his wife, Robyn, are the proud parents to three children, Addison, Zachary and Sophie.
Elizabeth Powell
Solutions Marketing Manager, CventElizabeth Powell is a Solutions Marketer focused on how Cvent solves problems and provides event technology solutions for Associations and Non-Profits. Prior to working at Cvent, Elizabeth gained seven years of first-hand experience as an event planner and marketer for non-profits, associations, and higher education institutions. Outside of work, Elizabeth enjoys twirling on the salsa dance floor or spending time with her family.
Megan Burns
Senior Client Success Advisor, CventMegan Burns is a Senior Client Success Advisor at Cvent and has been with the company for 3 years. Her passion for mission-oriented events drives her success with non-profit clients. Over the past few years, she has advised event planners and marketers on the pivot to virtual and hybrid event formats for countless events. In her free time, Megan loves traveling, reading, and trying new restaurants.
Jeremy Spaso
Senior Account Executive, Lipman HearneJeremy is a lead generation specialist and has built campaigns across multiple channels. He started at Lipman Hearne as an intern and quickly became a full-fledged member of the account team. After a brief detour at an agency specializing in digital marketing, he jumped at the chance to return and work for our mission-driven clients. Jeremy is an aspiring comedian and has written a sitcom pilot that (surprisingly) has not been picked up yet by any major networks. He also is a passionate golfer and serves on the Board of Trustees for his fraternity.
Tom Fitzjerrells
Senior Writer, Lipman HearneTom brings a wealth of experience in a variety of industries. His agency stints include JWT, Integer and Hogarth Worldwide for clients like Ford, P&G, MillerCoors, Bissell and Massage Envy. He was also instrumental in University of Phoenix rebranding with their in-house team. Tom has a B.S. in Mass Communication and Business Administration from Baker University. He also studied Public Relations at the graduate level, attending Rowan University. A Colorado native, Tom loves anything outdoors. He’s a multi-marathon finisher, backpacker and drives an old-school Jeep.
Thomas Ranese
Former Chief Marketing Officer, UberThomas is a Global CMO and tech exec with 25-years experience spanning the public and private sectors, including a decade at Google and most recently as the Global Chief Marketing Officer at Uber. At Uber, Thomas led an organizational turn around for marketing, spearheaded the company’s social impact response during COVID and put Uber Eats on the map with the award-winning “Tonight I’ll Be Eating” campaign.
Prior to Uber, Thomas spent a decade at Google in marketing leadership roles that included Global VP of Hardware Marketing at Google where he launched the Google Pixel and #MadebyGoogle family of devices, as well as founding and leading the Google Brand Studio where he named Alphabet and launched the Google Store. Thomas was also the first CMO for the State of New York leading the famed “I LOVE NY” campaign and a former management consultant at both McKinsey and Interbrand.
Thomas earned a master’s degree in public policy at Harvard University’s John F. Kennedy School of Government and a bachelor of arts in political science with honors at Stanford University. He grew up in Brooklyn NY, the grandchild of Italian immigrants and the first to go to college. Thomas now calls California his home where he lives with his partner Brian and their lab Bruno.
Ariana Keil
Marketing Manager, CantoAriana Keil is a marketing manager at Canto, where she oversees both North American demand generation and ABM programs. Since joining Canto in 2020, she has focused on developing marketing campaigns which resonate with Canto’s target markets in the non-profit sector, as well as in higher education, retail, travel & hospitality, and manufacturing. Prior to that, she cultivated experience in both marketing and sales roles at B2B financial firms and agencies.
Katie Ferrell
Director of Marketing & Communications Make-A-Wish Ohio, Kentucky & IndianaAMA Foundation Nonprofit Marketer of the Year Panel
Katie Ferrell, Director of Marketing & Communications, Make-A-Wish Ohio, Kentucky & Indiana has been named the 2022 AMAF Regional Nonprofit Marketer of the Year! The AMAF NPMY Award honors nonprofit marketing professionals’ leadership and achievements in the field of nonprofit marketing.
Katie Ferrell spent 12 years in the television news industry as an anchor and reporter before joining Make-A-Wish Ohio, Kentucky & Indiana in 2018. As Director of Marketing & Communications for the nation’s largest Make-A-Wish chapter, she now tells inspiring and uplifting wish stories full-time.
Like a wish has the power to unite and inspire, she passionately believes marketing can do the same. Katie calls Columbus, Ohio, home with her husband and two daughters and enjoys traveling, Peloton & reading in her free time.
Cindy Rahman
Senior Vice President & Chief Marketing Officer, March of DimesAMA Foundation Nonprofit Marketer of the Year Panel
Cindy Rahman, Senior Vice President, and Chief Marketing Officer, March of Dimes has been named the 2022 AMAF National Nonprofit Marketer of the Year! The AMAF NPMY Award honors nonprofit marketing professionals’ leadership and achievements in the field of nonprofit marketing.
Cindy Rahman currently serves as Senior Vice President and Chief Marketing Officer for the March of Dimes, where she brings twenty years of experience in marketing, public relations, crisis communications, corporate communications, nonprofit brand building and more.
In her role at March of Dimes, Cindy oversees all marketing and communications functions, in addition to all direct marketing (fundraising) programs. Cindy reports directly to the Chief Operating Officer and serves as a member of the organization’s Executive Leadership Council. Cindy works across the organization to create synergies, drive growth and lead the development of fully integrated, strategic marketing and communications plans that support the organizations mission driven goals.
In her three years with March of Dimes, Cindy has made significant gains in growing mission understanding, and specifically revitalizing the brand among younger, more diverse audiences. Cindy has restructured the marketing department into an integrated, cross-functional 40-person team that acts as a valued partner to the organization overall. Under Cindy’s direction the department now works strategically by leveraging expertise in brand building grounded in audience insights and directed by data-driven decision-making to engage the global community.
Prior to joining March of Dimes, Cindy spent more than fifteen years specializing in health, wellness and social responsibility initiatives at a boutique marketing agency where she rose to a senior vice president position, securing various promotions over her tenure. Cindy was a member of the senior management team responsible for leading day-to-day operations, reporting directly to the President & CEO. She managed a 10-client portfolio of business totaling over $1.25 million, and growing annually, that included work centered on corporate social responsibility initiatives, philanthropic giving programs, consumer awareness campaigns, brand reputation, market research and more. Cindy’s clientele included Walmart and Walmart Foundation, Sam’s Club, Inova Health Foundation, MedStar Institute for Innovation, Massachusetts General Hospital and the Heart Rhythm Society among others.
Throughout her career, Cindy has been recognized for leading numerous award-winning campaigns, and received industry accolades including: PR News Agency Elite Award Winner, PRSA Silver Anvil Finalist for Reputation Management and American Marketing Association Integrated Marketing Campaigns Winner.
Cindy earned a BSBA degree from the University of North Carolina at Chapel Hill and her MBA from The George Washington University School of Business in Washington, D.C. She has served on the University of North Carolina Kenan-Flagler Business School Alumni Council for the past 4 years. Cindy has previously participated as a member of the Community Foundation for Northern Virginia, where she promoted local grants and scholarships for learners and participated in the “giving circle” as a decision maker.
Furthermore, as a mom to a 7-year-old son, she is very active in her community. Cindy has volunteered as assistant coach with the McClean Youth Soccer program, is a member of the local Parent Teacher Association chapter and currently volunteering at their local community center.
Login & Registration FAQ’s
I’ve already registered. Where can I find the link to log in to the conference?
24 hours before the conference begins, an email will be sent out to all registrants with a login link for them to access the conference platform (also known as the Attendee Hub). A link to log in will also be made available on this event page and on the homepage of ama.org.
When I try to log in, the platform asks for a verification code. Where can I find this?
A verification code will be sent to the email address and/or the phone number used during registration. It should appear within a few minutes. You may want to check your spam or junk folders for this as well. If you have any problems finding your verification code, please reach out to our customer service team for help.
On-Demand Content FAQ’s
Will conference presentations be available on-demand?
All conference material, including presentations, will be available on-demand in the 2022 AMA Virtual Conference: Nonprofit & Cause Marketing Attendee Hub within 24 hours, if not sooner. The Attendee Hub is the same platform you used to watch if you joined us live, and you will use the same link to log in and view on-demand sessions.
How long will I have access to the 2022 AMA Virtual Conference: Marketing in Higher Education Attendee Hub?
The Attendee Hub will remain open and available for on-demand viewing for the next 6 months.
Technical Support & Recommendations
What browser works best?
We recommend using Chrome or Firefox.
How can I see the attendee list?
Click on the Community tab at the top of the page, then Attendees. Here you will find a list and can message attendees who have opted to be visible in the Attendee Hub.
How can I communicate with other attendees?
Methods of communication include session chat, direct messaging, Sponsor appointments and Sponsor virtual booths.
How do I schedule an appointment with a Sponsor?
Visit exhibitor booths during the conference to schedule appointments with sponsors. You will also have the ability to meet with someone from their organization immediately or send a message to be followed up with later in the Sponsor virtual booths.
How do I change my visibility settings?
Click on your initials and view your profile in the top right corner. Your account is automatically set to visible, if you would like to be hidden you can change that setting on this profile page.