Digital-First Strategies in an Ever-Evolving World
Thursday, August 3rd, 2017
4:00 PM - 5:15 PM: Breakout 4
Organizations have been trying to reach supporters online for 20 years now, but many nonprofits still struggle to keep pace with the proliferation of modern channels, rapidly evolving marketing strategies, and high expectations of their supporters. This session explains how your organization can become Digital-First -- a new way of thinking and working to help you achieve an omni-channel strategy and present a unified face to your supporters across all your touchpoints, from your websites to emails to social to mobile to multimedia content.
Using the ASPCA as a case study, we'll explore how the organization approached their recent website redesign, using the project as an opportunity to influence the organization's entire digital strategy and approach to their many channels.
We'll take a pragmatic, real-world view of the Digital-First methodology in action, tackling big questions such as how digital-first teams are structured, what kinds of processes they use to plan and execute campaigns, what skills modern marketers need, and how their strategies are different. We'll also show you how to secure executive support for digital spend and overcome the internal silos that fragment your marketing.
Learning Outcome #1
By attending this session participants will learn: How to translate Digital-First ideas from the media and corporate sectors to benefit your organization. In this regard, nonprofits sometimes lag behind for-profit enterprises that have already undergone these transformations. While our aims are different (engagement and fundraising versus consumption), the same strategies that other sectors have used can be applied to help nonprofits reconceive their structures, tactics, processes, and technology.
Learning Outcome #2
By attending this session participants will learn: How to look at digital work holistically to give your supporters an integrated experience across channels. The Digital-First approach moves beyond channel-specific tactics to look at ideas like CORE (create once, reuse everywhere), integrated content strategy and planning, and how to accomplish this with maximal ROI and minimal budget.
Learning Outcome #3
By attending this session participants will learn: Tips & tricks for getting executive support and buy-in on new campaign ideas and tactics, OR how to manage up to stay focused on the marketing efforts that will best support your intended outcomes. The key is to have knowledgeable Digital-First representation at the top to translate the on-the-ground strategies, and to up-level the entire organization's understanding of how modern engagement is different. We'll look at several models for helping exec teams to effectively support the kinds of campaigns that have the most value for reaching target audiences -- and embrace a data-driven approach to building a learning culture inside your organization.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A panel of presenters