2019 ANA Chicago Nonprofit Conference

Join hundreds of fundraising and marketing professionals at The ANA Chicago Nonprofit Conference, a three-day event where you can exchange innovative marketing and fundraising ideas that will generate insightful solutions and think creatively to help you make the relationship with your donors even stronger.

Marketing’s evolution is getting more accelerated and you need to keep up. At this conference, you’ll hear case studies from your colleagues that will offer you a more realistic view of the issues, challenges, and successes that you face every day.

Join the conversation at #ANACHINP.

Nonprofit Organization of the Year Award
Now accepting nominations for the 2019 ANA Nonprofit Federation Nonprofit Organization of the Year Award. Review the award criteria and download the nomination form here.

ANA Nonprofit Federation Scholarships
Application Deadline: Monday, June 17, 2019
The ANA Nonprofit Federation grants conference scholarships based on contributions from our conference sponsors. Only nonprofits, engaged in fundraising, with annual revenue of $10M or less qualify. To review terms, eligibility, and apply for a scholarship, review the form.

when

Start: Monday, August 26, 2019 at 2:00pm

End: Wednesday, August 28, 2019 at 3:30pm

WHERE

Renaissance Chicago Downtown Hotel
1 West Wacker Drive
Chicago, IL 60601

The ANA has negotiated a special room rate of $215/night. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Monday, August 5th, 2019, after which prevailing rates apply.

Registration Pricing

Early-bird pricing is in effect through 06/24/2019
Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Conference Registration Client-Side Tier $559 Platinum Tier $699 Gold Tier $699 Silver Tier $759 Individual $799 Nonmember $799

Please note Early Bird pricing expires at 12:00 AM EST on 06/24/19.

The Association of National Advertisers Nonprofit Federation (ANA NF) works tirelessly on behalf of the nonprofit fundraising community, aggressively and effectively advocating on postal, regulatory, legislative, and accountability issues at every level of government. With the litany of threats to charitable fundraising, our presence as an industry voice has never been more imperative.

The ANA represents over 1,200 marketing and fundraising organizations. Our members, whether they are commercially-driven or mission-focused, benefit by learning from each other, sharing industry-leading best practices, and leveraging the performance-enhancing tools and resources that are only available through ANA.

To learn more about membership and the four packages available for nonprofit organizations, please contact Barbara Markfield BMarkfield@ana.net.  

For all other ANA NF inquiries, please contact Alicia Osgood AOsgood@ana.net



Agenda

Conference Track Descriptions

  • Professional Development - Join us for a suite of sessions that focus on topics focused on YOU, the professional.
  • Mid-Level Giving (Sponsored by ALC) - These sessions serve as a guide for organizations focused on identifying and building a framework for successful donor pipeline development.
  • Monthly Giving - Join us for discussions revolving around monthly giving topics such as attribution, channel, as well as a master class for those with advanced programs.
  • Transformational (Sponsored by ForwardPMX) - Identify growth opportunities that will transform your program. Disrupt the status quo and reinvent the way you engage.
  • Classic Direct Response (Sponsored by Pursuant) - Join us for sessions focused on: Direct Mail, Telemarketing, and Planned Giving; the mainstays of fundraising.
  • Digital (Sponsored by Integral)- Digital & multi-channel fundraising is evolving at a faster and faster pace.  Learn about email segmentation, online privacy, the balance of brand + fundraising, and more.
  • Program Analytics (Sponsored by One & All) - Dive into measurement and attribution techniques. Leverage analytics to help prioritize investment opportunities.
TIME EVENT DETAILS LOCATION
Monday, August 26, 2019
1:00pm Registration Opens

Grand Ballroom Foyer
2:00pm Kickoff Sessions

Cloud Gate Ballroom

THE CULTURE CLUB – THE CONNECTION BETWEEN CULTURE AND OUR ABILITY TO THRIVE IN FUNDRAISING!

This panel will discuss organizational culture and its impact on our ability to raise money and positively support our teams to do great work. So many fundraisers face real challenges in making change and persevering in the face of difficult organizational cultures. Through a lively conversation, our experienced panel will provide insights on their personal experiences with culture and help people who have a desire to build and facilitate great cultures and navigate through the process. Our panel will provide real life examples of how culture can enable people to do their best work, raise the most money and grow as individuals despite challenges and obstacles. 

Our experienced fundraisers we also will look at how organizational cultures are enabling people to do more than survive – and actually thrive and provide participants with real advice on making a difference in their own organizations or in their own careers going forward.

Kimberley Blease
Executive Vice President, Client Relationships Blakely
Alicia Meulensteen
Senior Director, Direct Marketing USA International Rescue Committee
Alex Tom
Head of the Canadian Fundraising Unit: Private Sector Partnerships Officer UNHCR, The UN Refugee Agency (Canada)
3:00pm

TBD

4:00pm

THE JOURNEY TO LEADERSHIP

Angel Aloma
Executive Director Food for The Poor
Adrian White Slagle
Director, New Business and Account Management One & All
5:00pm Dinner On Own

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Tuesday, August 27, 2019
6:30am Morning Exercise

7:00am Registration Opens

Grand Ballroom Foyer
7:30am Breakfast

Grand Ballroom
8:30am Opening Remarks

Grand Ballroom
9:10am Opening Keynote

Grand Ballroom
10:10am Networking Coffee Break

Grand Ballroom Foyer
10:30am Breakouts I

Various Locations

EFFECTIVELY LEVERAGING CO-OPERATIVE DATABASES

Track: Classic Direct Response

Help non-profits leverage their usage of co-operative databases and see how different organizations use co-operative databases.  This session is designed to delve into the rationale to include co-op segments in their marketing mix, volumes from each source to include, and how to develop an overall synergistic strategy amongst the participants.

Mike Vcelik
Senior Director, Development Boys Town
Darren Bourn
Senior Director, Client Services Wiland
Keith Pietsch
Vice President, Analytics Infogroup
Cloud Gate 1-2

WHAT HAPPENED IN DECEMBER 2018, AND WHAT TO DO ABOUT IT

Track: Digital

Overall giving dropped -2.3%, and online giving dropped -4.4%. Theories have been discussed and debated among nonprofit marketers. Many included estimations of the economy, tax law changes, impacts caused by #GivingTuesday, or changes in the giving landscape.

While these could all have been influential factors, these theories are the result of marketers surveying marketers. RKD and research partner McQueen, Mackin & Associates co-commissioned a study to understand the perspective of donors.

The study digs deep on threads like:

  • Would donors self-report giving less in December 2018?
  • What drove a change in giving?
  • How are donors prioritizing the organizations they support?

This session will explore finding of the research project and highlight how nonprofits can prioritize connection, relevance and authenticity in marketing strategy to help solve for December woes.

Justin McCord
Vice President, Marketing RKD Group
Josh McQueen
Founder McQueen, Mackin & Associates
Peter Kuntz
Associate Vice President, Annual Giving Ann & Robert H. Lurie Children's Hospital of Chicago
Cloud Gate 3-4

IS YOUR PLANNED GIVING PIPELINE AIRTIGHT?

Track: Mid-Level Giving

For decades, planned gift marketing had been a challenge for most organizations because generating highly qualified leads was very expensive and time-consuming. Most strategies and tactics involved ineffective, inefficient ‘spray and pray’ methods that yielded poor returns on investment.  Learn how to leverage technology to generate the most highly qualified leads for planned gifts at the lowest cost.

Valerie Vierengel
Director, Donor Retention ASPCA
Jeff Giannotto
Solutionist MarketSmart
Cloud Gate 5

IMPOSSIBLE GROWTH NUMBERS: TRANSFORMATIONAL PROGRAM CHANGES

Track: Transformational

We’ll look at real life examples of when organizations where faced with growth challenges and had to make transformational program shifts. This panel discussion includes four industry and nonprofit leaders who will answer questions that they’ve heard from their own Board and CEOs that required shifts within their programs, so you can prepare how you’d answer something similar when you want to make a transformational shift. Like the television game show “Around the Horn” this moderated discussion will award panelists with points for good arguments for or against various industry topics.

Daniel Karp
Vice President, Direct Response USO
Kim Perrow
Senior Director, Donor Engagement Heifer International
Mikhaela Reid
Director, Marketing Doctors Without Borders / Médecins Sans Frontières
Kevin Moran
Co-Founder and Principal Integral
Looking Glass
11:45am Breakouts II

Various Locations

WHO IS THAT “ANONYMOUS DONOR,” ANYWAY?

Track: Classic Direct Response

We’ve seen it hundreds of times: the unnamed donor, or donors, who “mysteriously” provide a gift that will “match” the gifts of your individual donors. But while this fundraising strategy can represent a much-needed boost for your fundraising program, if executed poorly, it can come across confusing, disingenuous, or even untrustworthy to your donor base. Learn how you can maximize your matching gift offer in a way that instills trust and excitement with your donors, from fundraising experts who have seen the good, the bad, and the ugly in execution. Not sure how to even approach the idea of securing a matching gift? Learn how numerous nonprofits have secured LEGITIMATE matches in a way that flattered the donor and see real-life examples of how to convey the impact of the matching gift campaign after it has been executed.

Ashley Gundlach
Partner and Vice President, Client Services Nexus Direct
Whitney Broadwell
Senior Resource Development Officer International Medical Corps
Cloud Gate 1-2

SEND LESS, RAISE MORE: RETHINKING EMAIL SEGMENTATION

Track: Digital

A case study of a large non-profit's woes about the "burn and churn" of sending too much email and the surprising gains of adapting a paradigm-shifting communication strategy. What happens when you move beyond traditional donor status segmentation and begin listening to donor behavior and matching cadence to engagement?

Kimberly Bersin
Director, Integrated Fundraising and Digital International Fellowship of Christians and Jews
Will Smith
Director, Analytics International Fellowship of Christians and Jews
Joe Stupica
Online Marketing Analyst International Fellowship of Christians and Jews
Cloud Gate 3-4

SHOW THEM THE WAY: HOW TO UPGRADE DONORS TO MID-LEVEL GIVING

Track: Mid-Level Giving

Your low-dollar donor pool is a great source from which to build your mid-level giving circles. But what are the best practices to welcoming, stewarding, and engaging your donors so that they upgrade their giving? In this session, hear from organizations that growing their mid-level programs year-over-year. They will share strategies you can deploy that will help you bring in the right kind of donors, how and when to ask them to increase their giving, and how to ensure they continue to give at higher levels.

Margot O’Leary
Avalon Consulting
John Perell
Friends of the Smithsonian
Laura Connors
National Parks Conservation Association
Cloud Gate 5

THE EVOLUTION AND INNOVATION IMPERATIVE

Track: Transformational

This is a crucial conversation. A discussion on why one day soon some of us may no longer be in business (and not for the right reasons like accomplishing our mission). As a group we'll walk through recent examples in the commercial space where well-loved brands have failed and pull apart the reasons why and what they may have done differently to turn things around before it was too late. Brands that once brought happiness and joy to consumers like Toys R Us. Just because we're doing good in the world that is no excuse to navel-gaze and expect to somehow be protected from changing consumer/donor behaviors, rapidly moving technology, and legacy business models. What could Toys R Us and other companies have done differently to prevent this? What should we be doing differently, if anything? It's not all doom and gloom, let's also look at the bright spots.

Adrian White Slagle
Director, New Business and Account Management One & All
Steve Froehlich
Deputy Chief Development Officer ALSAC/St. Jude Children's Research Hospital
Looking Glass
12:45pm NONPROFIT ORGANIZATION OF THE YEAR AWARD LUNCHEON

The Nonprofit Organization of the Year Award, presented annually at the Chicago Nonprofit Conference, recognizes outstanding accomplishments by a nonprofit organization using data-driven marketing to advance its mission. The recipient is determined based on the following criteria:

  • Sustained achievement in fundraising through data-driven marketing and consistently successful financial performance
  • Recognized leadership with a reputation for excellence within the nonprofit and data-driven marketing communities, as well as with the public at large
  • High ethical standards and compliance with generally accepted standards for management and public disclosure

Grand Ballroom
2:15pm Breakouts III

Various Locations

MID-LEVEL GIVING BY THE NUMBERS

Track: Classic Direct Response

Mid-level giving programs are growing across non-profits of every size and sector.  But do you know how yours stacks up?  What measures are you using to track your success?  Are you investing in the right resources? Using data from a variety of non-profit sectors, we’ll uncover donor and revenue trends for this growing population of valuable contributors.  We’ll also hear from industry leaders who are managing growing programs about their best practice recommendations and pitfalls to avoid.

Deb Ashmore
Senior Fundraising Analyst Blackbaud
Carol Rhine
Principal Fundraising Analyst Blackbaud
Cloud Gate 1-2

WHY IT PAYS TO BE ALL IN ON SOCIAL

Track: Digital

Social media is a powerful forum for connecting people to your cause. From generating awareness of your brand, to driving acquisition, activating supporters and generating donations, having a cohesive social media strategy is a quintessential step to fundraising and marketing success in the digital age. But today, having a “social media strategy” isn’t just one thing. It’s not “direct response OR organic”, and it’s not just having a donate button available on your Facebook page. A true social strategy sees the value of social media for every aspect of your nonprofit.

In this session, we’re talking about what it means to be “all in” on social, as it relates to your organic storytelling strategy, to your paid amplification, to making sure all the tools are there for your constituents to support, donate, share and engage meaningfully with you.

Katie Hood
Senior Strategist, Social Media and Content ForwardPMX
Bailey Bernius
Associate Director, Campaign Strategy ForwardPMX
Cloud Gate 3-4

TBD

Track: Mid-Level Giving

Cloud Gate 5

TURNING THE SHIP: A PROGRAM STABILIZATION 'HOW TO' GUIDE

Track: Transformational

Donors down?  Revenue soft?  Retention struggling?  You are not alone.  Many organizations have struggled in recent years to navigate troubling fundraising waters.  This informative session will provide attendees with a step by step 'how to' guide for program stabilization to reverse the course of downward trends.  You will learn how to identify root causes of declining performance, create a thoughtful strategy to address the challenges identified and how to evaluate success towards stabilization goals.

Erica O'Brien
Managing Partner, Co-Owner MINDset direct
Tracey Burgoon
Director, Direct Marketing Disabled American Veterans
Looking Glass
3:15pm Networking Coffee Break

Grand Ballroom Foyer
3:45pm Breakouts IV

Various Locations

TBD MOBILE FOCUSED TELEMARKETING SESSION

Track: Classic Direct Response

Cloud Gate 1-2

KEEPING YELLOWSTONE FOREVER: HOW TREND-SPOTTING SAVED EOY

Track: Digital

When Yellowstone Forever first built their audience in 2016, their donors were a core group of highly invested hand-raisers: park visitors and those deeply rooted in the mission of preserving the nation’s first national park. Needless to say, after over a year of acquiring new names to the list, the days of low-hanging fruit were over – and in early 2018, the team identified a need to rely closely on data, pivot its strategic approach, and ensure an increase in the total number of gifts could offset a lowered average gift amount, all ahead of the fast-approaching crucial moment of year-end.

In this session, the team at Anne Lewis Strategies and Yellowstone Forever will guide you through the innovations and digital experiences that helped bring Yellowstone to the backyards – and hearts – of their entire audience, securing a 50% increase year-over-year gifts, and a stronger end-of-year in 2018 than ever before.

Maureen McNally
Senior Vice President and Director, Accounts Anne Lewis Strategies
Caitlin Olsen
Digital Strategist Anne Lewis Strategies
Megan Doyle
Vice President, Marketing and Communications Yellowstone Forever
Cloud Gate 3-4

THE ART AND SCIENCE OF HIGH-TOUCH, MID-LEVEL GIVING

Track: Mid-Level Giving

How Planned Parenthood increased revenue retention and ROI within its mid-level program using data analytics, segmentation, and strategic cultivation: Every program has donors that give below their potential. The challenge is how to effectively identify, target, retain and upgrade these donors. Blending the use of direct marketing and strategic stewardship and engagement strategies, Planned Parenthood is working to create a mid-level fundraising program that raises more money while enhancing the donor experience and increasing loyalty.

Sara Nakano
Senior Account Director O'Brien Garrett
Lori Hutson
Director, President's Circle Planned Parenthood Federation of America/Planned Parenthood Action Fund
Laura Lane
Associate Director, Marketing and Analytics, President's Circle Planned Parenthood Federation of America/Planned Parenthood Action Fund
Cloud Gate 5

BRAND PURPOSE - HOW CHARITIES WORK WITH BRANDS TO RAISE FUNDS AND AWARENESS

Track: Transformational

Across the generations, people now give to charities in new ways and seek to purchase from reputable brands that partner with causes they believe in. As both organizations and brands look to ensure they partner and engage properly, it is important to learn about such alliances and how they share their missions to have an even larger impact. Come to hear case studies about brands and charities that have partnered successfully and discover how this approach raises awareness about your organization to raise more funds!

Senny Boone
SVP, Nonprofit Federation, Email Experience Council and Accountability ANA
Looking Glass
5:00pm Reception

Explore
6:00pm Dinner On Own

.
Wednesday, August 28, 2019
6:30am Morning Exercise (Activity)

7:00am Registration Opens

Grand Ballroom Foyer
7:30am Breakfast

Grand Ballroom
8:30am Opening Remarks

8:35am Keynote Session

UNITED WAY 135 YEARS YOUNG…AND COUNTING

How do you take a 135-year-old brand and make it relevant to today’s (and tomorrow’s) citizen-philanthropists?  During this session, United Way Worldwide Chief Marketing Office Lisa Bowman will take the audience through the organization’s three-year brand transformation journey.  From rebuilding trust and increasing awareness, to galvanizing engagement of donors, advocates and volunteers, and asserting the relevance of the 135-year-old organization, Lisa will discuss the challenges facing the United Way Worldwide when she joined in 2015 and the strategy she executed to research, develop and execute a new face of the organization.   The session will include data from United Way’s 2018 National Brand Tracker and Edelman’s 2019 Trust Barometer, outlining the results of the brand transformation and challenges faced by similar institutions.

Lisa Bowman (@LisaBowmanUWW)
Chief Marketing Officer United Way Worldwide
9:45am Breakouts V

Various Locations

IS 2019 TOO LATE TO START A DIRECT MAIL PROGRAM?

Track: Classic Direct Response

A lot of newer organizations have their start-up and roots primarily in the digital space.  Is there room for mail in their marketing program?  How can you best use the mail channel?  And what should be the decision points that define parameters around your direct mail program.

Teresa Weaver
Vice President, Client Strategies O'Brien Garrett
Matt Reese
National Digital Campaigns Director Everytown for Gun Safety
Cloud Gate 1-2

GEN X- THE FORGOTTEN GENERATION

Track: Digital

Gen X- the forgotten generation.

Marsha, Marsha, Marsha. Trapped between Baby Boomers and Millennials, Gen Xer’s tend to be the forgotten middle child. However, in the next 30 years, we will experience the biggest transfer of wealth from one generation to another- over $30 Trillion dollars will be handed down to the generation that grew up on Sesame Street and saw the wall come down. Will you be ready? Don’t you forget about them.

In this session, we will dive deep into the spending habits, propensity to give and demographics of this generation that is about to become you next big donor.

Paige Kelbe
Account Director Epsilon
Steve Kehrli
Director PETA Foundation
Cloud Gate 3-4

LOCK IT DOWN! GET SUSTAINERS COMMITTED FOR THE LONG HAUL

Track: Monthly Giving

Sustainers are critical to revenue growth for your organization, so you need to be committed to keeping them engaged. See how two very different organizations in terms of sustainer program size and maturity approach acquisition and retention. Learn how you can employ these strategies today along with best practices around them for success. You will leave with a toolbox of techniques to implement, along with a plan to make the case for support internally and likely have some laughs along the way.

This session will make sure you are ready to get committed to your sustainers and ensure that you are ready to get them engaged to you for the long term!

Michelle Ehrhardt
Deputy Director, Membership ACLU
Jason Novelli
Manager, Donor Marketing Diabetes Canada
Amy Pawluk, CFRE
Executive Vice President, New Business Development Blakely
Cloud Gate 5

MAXIMIZING SUPPORTER VALUE THROUGH ADVANCED ANALYTICS

Track: Program Analytics

Join Sierra Club and MarkeTeam to discover how Sierra Club utilizes data mining and long-term value (LTV) analyses to make strategic investment decisions that allow the organization to diversify its donor pool, grow its sustainer program, and better target its large activist file for conversion.  Applying advanced analytics pre and post testing allows Sierra Club to leverage the plethora of investment options at its disposal including Facebook Messenger, Peer-to-Peer, and various internet forums, not to mention the old standbys of email, direct mail and telemarketing.  Additionally, because of the many different options for supporters, Sierra Club must constantly monitor activity through these various channels.  Find out how this bastion of environmental justice establishes their framework for engaging with their growing database of supporters.

Drew Seman
Senior Director, Digital Fundraising Sierra Club
Andre Sternberg
Associate Director, Digital Advertising Sierra Club
Jeff Huberty
Executive Vice President MarkeTeam
Looking Glass
10:45am Networking Coffee Break

Grand Ballroom Foyer
11:00am Breakouts VI

Various Locations

TESTING FOR IMPACT

Track: Classic Direct Response

Tired of testing month after month with little to show for it? Looking to increase your bottom line impact and save costs? In this session, you’ll hear from organizations who are bucking the trend on testing by favoring smart testing over testing for testing’s sake. They test deliberately and for impact to move the dial, not just the needle. We’ll share testing results, how to ensure you are testing for statistical validity, and how to incorporate this kind of testing into your program.

Kerri Kerr
Avalon Consulting
Mikaela King
National Geographic Society
Laura Connors
National Parks Conservation Association
Cloud Gate 1-2

YOUR DIGITAL MEDIA BUDGET: BUILD IT AND GET IT APPROVED

Track: Digital

Learn from the digital experts about their process, strategies, attribution analysis and tactics used to develop and sell their digital media budgets to the keeper of the purse strings!  In addition, this session will present surprising findings from a national survey on Digital Media Spending in the nonprofit marketplace --- or more specifically, the media spending across search, email, social, and display advertising. You’ll be able to benchmark how you compare!

Roger Hiyama
Senior Vice President, Client Services Wiland
Elyse Wallnutt
Associate Director, Digital Acquisition The Nature Conservancy
Patrick Frame
Managing Partner Further
Cloud Gate 3-4

MAKING THE MOST OF THE BREAK-UP – HOW TO WIN BACK SUSTAINERS

Track: Monthly Giving

You’ve spent countless dollars and time acquiring new sustainers, but have you spent time digging into attrition and reviewing your efforts to win them back? We will look at examples of sustainer programs that have set-up warning mechanisms to get ahead of attrition and have processes in place to win them back.

Kate Hollandsworth
Senior Director, Strategic Services Integral
Charlotte Davidoff
Associate Director, Partner Experience and Retention Save the Children
Lindsay Pologe
Senior Account Manager Integral
Cloud Gate 4-5

SIMPLE ATTRIBUTION TECHNIQUES FOR A COMPLEX FUNDRAISING WORLD

Track: Program Analytics

If you are a smart fundraiser today, you are acquiring and cultivating new donors in a number of different ways.  The expansion of channels for donor acquisition, cultivation and retention has opened up exciting possibilities for nonprofit organizations to reach out to diverse communities for support and advocacy.  But it has also created a new challenge—how can you measure the return on investment for any given channel when a donor may have had multiple touches before giving to your organization?  In this session, we will provide you with simple tools you can use to evaluate the return on investment of your acquisition efforts in a complex, multichannel world.  We will show you how you can measure the impact of each channel independently and in concert with your overall fundraising strategy—while avoiding complex and arbitrary attribution formulas.   And, most importantly, we will discuss how you can use simple attribution techniques to break away from channel specific investment strategies—creating a donor-focused acquisition strategy for your organization that takes full advantage of the new opportunities in our current fundraising environment.

Peter Schoewe
Mal Warwick Donordigital
Merrie Beth Nauman
Director, Data Analytics and Business Intelligence Ocean Conservancy
Jeff Zick
Senior Manager, Direct Response Fundraising PETA Foundation
Looking Glass
12:00pm LUNCHEON FIRESIDE CHAT - DATA PRIVACY CHALLENGES

Privacy legislation at the state and federal level threaten nonprofit organizations in new ways—from potentially limiting donor data sources to adding new compliance burdens for charities and organizations. Whether you are a company working for a charity, or an organization seeking new donors, you need to know the latest! Come to a “fireside chat” to learn the developments in data privacy challenges, ANA’s actions to develop sound privacy policy at the federal level and much more!

Senny Boone
SVP, Nonprofit Federation, Email Experience Council and Accountability ANA
Kevin Gaschler
Ducks Unlimited
Daniel Sepulveda
Vice President, Global Government Relations MediaMath
Grand Ballroom
1:20pm Breakouts VII

Various Locations

BREAK DOWN ORG SILOS, PRIORITIZE YOUR SUPPORTERS' EXPERIENCE

Track: Classic Direct Response

Good fundraising programs are the result of good organizations. And good organizations are supporter-centric, prioritize supporter engagement and are collaborative across teams, enabling them to deliver inspiring, integrated, and individualized content to their community.

In this session, we’ll use experiences from JDRF and other nonprofits to discuss how to break down the organization's walls that get in the way of creating the best possible experience for your supporters. 

We’ll draw from the experience of marketers trying to bring change to decades old non-profits and working to collaborate with development, mission and IT teams in the process. This session will breakdown the five factors stopping organizations from achieving a digital breakthrough: investment, technology, governance, creative and delivery of service.

Stephen Muller
Managing Director Blue State Digital
Alisa Norris
Chief Marketing Officer JDRF
Cloud Gate 1-2

ARE YOU PAYING ATTENTION TO YOUR GOOGLE ANALYTICS?

Track: Digital

Google Analytics is a treasure trove of data for direct marketers, but are you using it? Does your org have it set up correctly?

In this session we will dive deeper into the data and measurement tools that Google has to offer that can help us understand attribution, paths to conversion and the how the behavior of your audience can inform channel and messaging choices.  How can we ensure that our GA implementation is correct to track conversions, attribution, owned and earned strategies so that we can properly optimize against our objective of converting site traffic into donors.

Bigger picture, GA can be intimidating, so what are the key pieces a direct marketer data should you be monitoring and how to get at that data simply and efficiently.

Jeff Ostiguy
Vice President, Marketing THD
Adam Faircloth
Senior Director, Digital Engagement and Growth USO
Michelle Hurtado
Global Head of Ad Grants Google
Emma Cohen
Head of Growth, Google Ad Grants Google
Cloud Gate 3-4

DIVERSIFY TO WIN: BALANCING ONE TIME & MONTHLY GIVING

Track: Monthly Giving

Balancing one time & monthly giving strategies can be challenging as it often requires vigilance in balancing immediate and future outcomes.  However, committing to investments in both programs will ultimately have the greatest long term payoff for the organization.  Attendees will benefit from examples showcasing how the case for investments, across a diverse channel mix, are made by organizations.  In addition, attendees will see specific creative used, audience targeted and outcomes generated.

Letal Zidkony
Senior Vice President, Fundraising Strategies MINDset direct
Rachel Katzman
Manager, DRTV and Telemarketing International Fellowship of Christians & Jews
Michal Heiplik
Executive Director, Membership Marketing WGBH
Valerie Vierengel
Director, Donor Retention ASPCA
Cloud Gate 5

THIS IS HOW DIRECT MAIL & DIGITAL CAN REALLY PLAY TOGETHER!

Track: Program Analytics

It’s 2019. Are you still having the big, scary, philosophical debates about channel integration? If the answer is, “yes”, here’s some other questions for you. Did you ever stop to think about what makes these conversations so big and scary, and why? And are they resulting in any meaningful new plans, strategies, or results?

We have some advice: Stop thinking about channel integration and start thinking about the easy wins that can come from getting direct mail and digital working together. In this session, we’re going to be talking about the clear proof points your teams need to make investment changes, look at your file differently and get online and offline channels working together to achieve shared goals (No complex integration lingo here!). Before you get to your next steps towards innovating your program, have these conversations about the bread and butter integration pieces you might be missing!

Mark McLean
Director, Direct Mail Client Services ForwardPMX
Bailey Bernius
Associate Director, Campaign Strategy ForwardPMX
Looking Glass
2:20pm Networking Coffee Break

Grand Ballroom Foyer
2:35pm Breakouts VIII

Various Locations

DOES YOUR DM NEED A STICK OF DYNAMITE OR A KICK IN THE ASK?

Track: Classic Direct Response

Acquisition is underperforming. First year retention rates are at an all-time low. And with donor files are shrinking, it’s more important than ever to reactivate lapsed donors. Its more critical than ever to create direct mail packages that ramp up your acquisition program and reactivate your lapsed donors. The answer lies beyond making tweaks to your renewal program, testing new packages that don’t have a chance beating the control, and acquiring donors that don’t stick around. In this session, you will learn proven strategies that can make your direct mail program more effective by showing you how to design more impactful creative, more innovative offers, and analytics that can drive your fundraising program more efficiently.

Marisela Guillen
Acquisitions Campaigns Manager Oblate Missions
Jim Johnson
Vice President, Creative Director MarkeTeam
Andy Johnson
Vice President, Database and Analytic Services MarkeTeam
Barbara Johnson
Vice President, Client Services MarkeTeam
Cloud Gate 1-2

PEER-TO-PEER FUNDRAISERS: HOW TO MAXIMIZE THAT FREE MONEY

Track: Digital

You might love this new crowdsourcing trend for the money it brings in without you lifting a finger. But you might also be wondering if you’re leaving money on the table by not proactively participating in the strategic process, especially with Facebook fundraisers. In this session, you’ll learn from the experts at Anne Lewis Strategies and Sandy Hook Promise about how some of the most successful nonprofits are seizing this opportunity to maximize results: running ads, targeting emails, and providing your audience with the tools they need for a successful fundraiser online.

Aaron Teskey
Vice President Anne Lewis Strategies
Adva Priso
Vice President, Marketing and Development Anne Lewis Strategies
Dawn Lyons
Vice President, Marketing and Programs Sandy Hook Promise
Cloud Gate 3-4

RETAINING YOUR SUSTAINING DONORS

Track: Monthly Giving

Retention is where the value of sustaining donors is made or lost.  Traditional variables like age of donor, acquisition channel, or your campaign copy won’t fix sustainer retention.  The most important variables are about quality: quality of the donor experience and quality of the donor herself.  Organizations will show you how they are collecting this data and using it to manage their fundraisers, change the donor experience, and get massive improvement in retention.

Kevin Schulman
Founder DonorVoice
Shira Mitchell
Vice President, Donor Development Special Olympics
Jay Hollister
Director, National Donor Experience and Engagement Canadian Red Cross
Cloud Gate 5

BEYOND BUZZWORDS: HOW DATA SCIENCE CAN ATTRACT NEW AUDIENCES

Track: Program Analytics

Nonprofit organizations need to be engaging new supporters every day, including new audiences who traditionally haven’t been included — whether that’s young people, certain geographic regions, or people of color. A lot goes into engaging new audiences — including an organization-wide commitment, an authentic voice that resonates with these new groups, and relationships in the community. Data science can also be a powerful tool to help organizations engage new audiences. In this session, NRDC will share how the organization is leveraging analytics to develop a data-driven outreach and engagement strategy, including how NRDC has used:

  • Data to move beyond intuition to understand its existing supporter base and establish realistic growth goals
  • Predictive modeling to identify who to reach out to
  • Testing to understand which issues and messaging are most effective with which audiences
  • Cross-department analytics to align teams on organization-wide goals

Scarlett Swerdlow
Director, Applied Data Science Civis Analytics
Kate McKenney
Senior Director, Data and Digital Technology National Resources Defense Council
Looking Glass
3:35pm Conference Adjourns

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Cancellation Policy and Notes

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• A full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
• A 50% refund will be granted if written request for cancellation is received by email between 59-45 calendar days before the conference start date.
• No refund will be granted if written request for cancellation is received by email 44 or less calendar days before the conference start date.
• No refund will be granted for 'no shows.'
• Corporate packages are not eligible for cancellation or refunds.
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• A $125 processing fee will be assessed to change the name on a registration.
• Hotel room cancellations and changes must be made directly with the hotel.

Miscellaneous:
1. The conference agenda is subject to change.
2. A portion of your guest room rate will be used to offset conference costs.
3. ANA accepts no responsibility for the loss of, or damage to, personal property.
4. Registrations received after two weeks prior to the conference may not be included in the attendee list.