2020 ANA DC Nonprofit Conference

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when

Start: Wednesday, February 19, 2020 at 1:00pm

End: Friday, February 21, 2020 at 3:30pm

WHERE

The Mayflower Hotel, Autograph Collection
1127 Connecticut Ave. NW
Washington, DC 20036

The conference group rate is sold out. To search for alternative hotel options, please click here.

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $649 Platinum Tier $649 Gold Tier $849 Silver Tier $909 Individual $949 Nonmember $949

 

Should you have issues when registering, please reach out to registration@ana.net.



Agenda

Conference Track Descriptions

  • Analytics – Learn how to use simple attribution techniques to create a donor-focused acquisition strategy that optimizes new opportunities in the current fundraising environment. Dive into measurement! Not all donors and potential donors are alike; go beyond intuition by leveraging analytics to ensure your organization is prioritizing investment opportunities. Learn how nonprofits are utilizing metrics to enhance the supporter journey.
  • Direct Response  Direct Mail, Telemarketing, and Planned Giving are the mainstays of fundraising. Although donor behaviors may evolve, these channels continue to deliver in new and different ways. Learn how others in the industry are thinking differently about their ‘classic’ channels and infusing innovation into their channel strategies.
  • Digital – Digital or multi-channel fundraising is here to stay and many nonprofits have learned how to harness its potential for their programs. The catch? It’s constantly evolving at a rapid pace. Learn how other organizations are successfully using new technology and how to integrate into your program.
  • Fan Favorites – This selection of kick-off sessions are based on topics that are popular to all fundraisers – acquisition, sustainers and new strategies.  Great speakers, relevant topics and new ideas!
  • Fundraising Lessons – Smart organizations prioritize learning and know there’s always room to improve. These sessions focus on innovations, strategies, and trends to help you strengthen your organization.
  • Grow the Pie – Identify when and how your organization should implement a transformational program shift that will set you on the path to growth. Disrupt the status quo and reinvent the way you engage across channels, creating a framework for successful donor pipeline development.
  • Messaging – Who doesn’t love a good story? Effective storytelling and creative are essential to fundraising strategy. If you’re someone who wants to hear about "what’s hot" in creative testing or you’re someone who wants to learn how other organizations are incorporating generational messaging into their planning, this track is for you.
  • Navigating Disruption (Sponsored by Production Solutions) – Today’s fundraising climate is constantly evolving. Now, more than ever, we have to understand what is happening in the world around us that will directly impact nonprofit organizations and create new strategies to navigate these current trends to ensure your organizations are better prepared to face this disruptive environment.
  • Program Lifecyle – Whether you are launching new fundraising programs or fine-tuning your current programs, this track will give you ideas for Mid-Level and Monthly Giving initiatives. Attend and learn how you can leverage what other organizations are doing and accelerate your program’s potential.
TIME EVENT DETAILS LOCATION
Wednesday, February 19, 2020
1:00pm
- 5:30pm
REGISTRATION OPEN

Promenade Foyer
2:00pm
- 5:00pm
NONPROFIT EXECUTIVE ROUNDTABLE (this event is now at capacity)

In this invitation only event, nonprofit fundraising leaders, like you, openly discuss the latest trends, explore issues, and share insights being realized from organizations across the nonprofit community. This exclusive, nonprofit-only, facilitated discussion will allow industry executives to network with each other on an intimate level never seen before at an ANA Nonprofit Federation Conference.

.
2:00pm
- 5:30pm
KICKOFF SESSIONS

State Ballroom
2:00pm
- 3:00pm

LOCK IT DOWN! GET SUSTAINERS COMMITTED FOR THE LONG HAUL

Track: Fan Favorites

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!

Alejandra Gerosa
Member Engagement Manager ACLU
Jason Novelli
Senior Manager, Donor Marketing Diabetes Canada
Amy Pawluk
EVP, Marketing/New Business Blakely Inc.
State Ballroom
3:00pm
- 4:00pm

CANARY IN THE COAL MINE -- FIXES FOR NEW DONOR ACQUISITION

Track: Fan Favorites

New Donor Acquisition has been on a decline for the past two years across most of the nonprofit sector. It's the "Canary in the Coal Mine" that's an early warning signal for your entire fundraising program. Come learn from three experts about what they're doing to address their new donor acquisition numbers and how that impacts their fundraising future!

Emily Farrell
List Broker CELCO
Martina White
Director, Membership Acquisition The Nature Conservancy
Roger Hiyama
Senior Vice President, Client Services Wiland
State Ballroom
4:00pm
- 5:00pm

CAN YOU SURVIVE AND THRIVE IN COMPLEXITY?

Track: Fan Favorites

The world has changed, but leaders in fundraising aren't keeping up. We live in VUCA times - volatile, uncertain, complex and ambiguous. That calls for new thinking and new strategies. We'll offer some guidelines for navigating the new realities.

Diane Clifford
Managing Director Share Our Strength | No Kid Hungry
Carol Rhine
Sr. Principal Analyst Blackbaud Target Analytics
Mark Rovner (@mjrovner)
Founding Principal Sea Change Strategies
State Ballroom
5:00pm
- 5:30pm

FIRST TIME ATTENDEE SESSION

Come to the short 30-minutes session and learn great tips to navigate to conference!

  • Meet other first-time attendees so that you’ll have some friendly faces throughout your session
  • Review the educational tracks to help focus your session selections
  • Gain some quick and easy group event networking skills
  • Hear from industry veterans on what has worked for them to add skills and build a resourceful network
  • Build a 5-Step conference ‘to do’ list

Megan Den Herder
Director, Direct Response Fundraising Wildlife Conservation Society
Amy English
Group Director MINDset Direct
State Ballroom
Thursday, February 20, 2020
6:30am
- 7:30am
FUN RUN

Who: Anyone looking to run around town. All levels welcome.

What: An early morning run around downtown DC  to look at beautiful architecture and historical sites!

Headed up by: Polly Papsadore, PMG Direct

Bring: Running shoes, workout clothes, and a good attitude.

This is a rain or shine event. Dress for the weather. Have fun and get in a good run!

Meet in hotel lobby
7:00am
- 6:30pm
REGISTRATION OPEN

Promenade Foyer
7:30am
- 8:30am
BREAKFAST

BREAKFAST REMARKS

Jann Schultz
Vice President, Client Service, Merkle Response Management Group Vice Chair, ANA Nonprofit Federation Advisory Council
Grand Ballroom
8:30am
- 9:15am
OPENING REMARKS

Senny Boone
SVP, Nonprofit Federation, Email Experience Council and Accountability ANA
Bob Liodice
Chief Executive Officer ANA
Grand Ballroom
9:15am
- 10:00am
GENERAL SESSION  

Grand Ballroom
9:15am

SPONSOR OPENING REMARKS

Denise Wong
Chief Executive Officer One & All
Grand Ballroom
9:20am
- 10:00am

EQUITABLE HEALTH & WELLBEING: WHY IT MATTERS

The American Heart Association is a 95 year old organization focused on a world free of cardiovascular disease and stroke by ensuring equitable health and wellbeing for all in the United States and around the world.  In addition to key drivers like science, research, advocacy, quality, CPR and partnerships, the AHA is also heavily vested in addressing Health Equity and Social Determinants of Health which play a major role in the life expectancy of all people. Today, we hear directly from the AHA on these important areas of work.

Gerald Johnson
EVP, Health Equity and Chief Diversity Officer American Heart Association
Grand Ballroom
10:00am
- 10:15am
NETWORKING COFFEE BREAK  

Promenade Foyer
10:15am
- 11:15am
BREAKOUT SESSIONS I (4 CONCURRENT)

See specific sessions

THERE'S NOTHING ALTERNATIVE (MEDIA) ABOUT IT

Track: Direct Response

As direct mail donor acquisition becomes more costly and nonprofits struggle for scale and to accurately measure online approaches, alternative media is becoming a more effective and efficient tool for growth. Could newspaper inserts and magazine onserts become the new traditional media in the digital era? Did you know that 15 percent of all online shoppers have become subscribers to some kind of e-commerce service in the past year? These subscribers typically have higher incomes and less free time. Are you reaching prospective donors in the 'subscription economy? Did you know that there are ways to put your organization 'in the box'? In this session, we will explore how alternative media solutions are supporting digital efforts and helping organizations appear next to the brands donors love all while offering new opportunities for targeting and converting new donors more efficiently. But once you've acquired them, the work doesn't end. These subscribers have come to expect personalized experiences and high-touch customer support. We will share strategies for building lasting relationships with these new donors and share some exciting retention data.

Nora Millwood
Vice President of Account Services THD
Michelle Syme
Executive Vice President, Strategy and Planning PlusMedia LLC
Adam Faircloth
Senior Director, Digital Engagement and Growth USO
Palm Court Ballroom

MEET ME IN THE MIDDLE: BRIDGING THE GAP BETWEEN DONORS

Track: Program Lifecycle

Go the extra mile to acquire and cultivate your mid-level donors — and it will be well worth the effort! In this session, we’ll cover how to design multi-channel cultivation and education strategies that will compel these donors to step up their giving. We’ll share the creative techniques that resonate for donors who are ready to increase their support. Plus, we’ll show you how to get more from your data, while building a file of committed, higher-dollar donors and increasing your return on investment.

Mikaela King (@MKing00)
Vice President of Integrated Marketing National Geographic Society
John Perell
Director of Strategy and Member Experience Smithsonian Institution
Myles King
Director of Annual and Digital Fundraising The John F. Kennedy Center for the Performing Arts
Kerri Kerr
Chief Operating Officer Avalon Consulting Group
Chinese Ballroom

FACEBOOK FUNDRAISERS: THE KEY TO UNLOCKING DONOR GENEROSITY

Track: Digital

More than 45 million people have donated or started a fundraiser on Facebook. According to the M+R 2019 Benchmarks Study, some groups are raising as much through Facebook as they are through other online channels. In this panel, hear from charities that have figured out how to leverage Facebook Fundraisers to drive incremental revenue and donor engagement. We'll talk about what tools they're using, how they're reaching out to fundraisers, and what messaging works.

Tatum Barbaree
Social Media Manager American Cancer Society
Jessica Bomberg
Associate Director, P2P Fundraising Share Our Strength | No Kid Hungry
Amy Peyrot
Vice President M+R
East Ballroom

POWER UP! ACHIEVING MORE PURPOSE AND MEANING FROM YOUR WORK

Track: Navigating Disruption (Sponsored by Production Solutions)

Working environments with accelerated pressures for profitability, coupled with industry change and evolution has a profound impact on employee’s effectiveness and purpose. Workplace studies prove this experience to be true and consistently at the forefront of all business leaders most important challenges, because having employees work in balance of purpose and profit produces richer results. Business leaders stewarding environments to support this connection of purpose and profit, while leading a culture of meaning, joy, and innovation, are a necessity for sustained growth. We all have a powerful choice for the role we can choose or not choose to hold in the successful achievement of employee and organizational profitability. In this session you will learn why and how to make a bigger impact on your organization’s successful achievement of these two key drivers of business prosperity.

Tyler Hall
Ben Harris
President Production Solutions, Inc.
State Ballroom
11:25am
- 12:25pm
BREAKOUT SESSIONS II (4 CONCURRENT)

See specific sessions

THE PHONE STILL WORKS! THREE WAYS TO STILL USE THE PHONE EFFECTIVELY!

Track: Direct Response

1. Mid-Level Calling
Learn how to utilize the phone with donors who give between $1,000 and $5,000 and upgrading them over time to the $10,000 level. Cultivate these donors with a thorough, long-term, and personalized approached.

2. Mobile Texting
The way people use their phones to communicate is changing. But at its core, it still fosters a two-way, personal conversation. And great news: your donors and supporters are already there. (90 percent of Americans keep their phone within reach 24 hours a day, 7 days a week, and around 95 percent of all texts are opened!) That means phone engagements reap big rewards for organizing, advocacy, and, yes, even fundraising. It can be overwhelming to know where to start or how to grow. See how many organizations have started to implement texting as an essential element of their fundraising.

3. From Online to Phone: converting online activists to monthly donors
Convert online activists (non-donors) into an ongoing, valuable, monthly revenue stream. When these donors come aboard for the first time, they are already pre-selected to be loyal donors, who are also great planned giving prospects as well. Learn how to use Facebook and other social media platforms to generate valuable telefundraising acquisition prospects.

Robert Kowsaluk
John Muir Society and Wilderness Guardian Concierge Sierra Club
Vicky Barrett-Putnam
Senior Director, Donor Development & Acquisition Strategies Sierra Club
Mark Mitchell
Associate Director, Monthly Giving Program Sierra Club
Chrissy Hyre
Vice President Fearless Mobile Strategies
Palm Court Ballroom

BREAKING BEYOND THE BASICS OF MID-LEVEL FUNDRAISING

Track: Program Lifecycle

So, you have a mid-level fundraising program, and you have some of the best practices in play. Now what? In this session we'll help you break beyond the basics! We’ll show you the power of artificial intelligence and multi-channel content strategy to take your mid-level program to the next frontier. We’ll cover smart targeting, optimizing limited staff time, effective cultivation – and take a deeper dive into what it all looks like in action for some of the world’s largest nonprofits.

Seiko Yoshitake
Associate Vice President Anne Lewis Strategies, an Infogroup Company
Tiffany Wollin
Senior Manager, Midlevel Giving Doctors Without Borders
Michael Milton (@michaelmilton)
Senior Vice President, Data Science Infogroup
Chinese Ballroom

YEAR END 2019: 30 TAKEAWAYS IN 60 MINUTES

Track: Digital

Amid rapid technological innovation, tax law changes, and a volatile political environment, the marketing landscape is changing faster than ever. With so much revenue coming in between Thanksgiving and the end of December, it’s important to take time to analyze data from this key fundraising period in order to identify changes in donor behavior and to fully understand the latest giving trends. In this session, we’ll analyze the 2019 year-end giving season and present 30 key learnings and takeaways. We’ll cover a variety of digital channels including email, social, search, and display and look at trends across different verticals. You’ll leave the sessions with a better understanding of what happened at the end of 2019 and well-positioned to optimize your campaigns in the future.

Laura Cole (@lauraecole)
Director of Account Services Sanky Communications
Dave Onate
Director of Marketing & Creative African Wildlife Foundation
Paul Habig (@paulhabig)
President Sanky Communications
East Ballroom

ALL IN OR FOLD: ACQ INVESTMENT DURING PRESIDENTIAL ELECTIONS

Track: Navigating Disruption (Sponsored by Production Solutions)

The question of pulling back or increasing your mail acquisition investment during presidential election years should not be a guess. Historical data and trends answer that question with real answers so you can know with certainty if your program should be in it or out. We’ve compiled years of data from every sector to help answer this question and want to share the findings with you. You can’t afford to miss this opportunity to hear from us.

Megan Gamble
Associate Director of Membership and Development Operations NARAL Pro-Choice America
Rachel Penney
Director of Investment Services Integral
Sam Parry
AVP of Membership Environmental Defense Fund
State Ballroom
12:30pm
- 2:15pm
2020 ANA NF AWARDS & PRESENTATIONS LUNCHEON  

Join the most powerful and influential professionals in fundraising to celebrate the 2020 Max Hart and Rising Leader Award recipients. Congratulations to this year’s honorees:

Rising Leader Award
Erica Best
Director, Integrated Fundraising, Share Our Strength | No Kid Hungry

Max Hart Achievement Award
Phil Wiland
Chairman and CEO, Wiland

Grand Ballroom
12:40pm
- 1:00pm
LUNCH SPEAKER

FRONTIERS OF SEGMENTATION AND PERSONALIZATION

Putting the right offers in front of the right people at the right moment is critical to maximizing donor response to your organization. In this talk, Michael will use case studies to explore several of cutting-edge tools and techniques that nonprofits are using to drive response through better segmentation and personalization. 

Michael Milton
Senior Vice President, Data Science Infogroup
Grand Ballroom
2:25pm
- 3:25pm
BREAKOUT SESSIONS III (4 CONCURRENT)

See specific sessions

FACE 2 FACE – MYTHBUSTERS!

Track: Direct Response

Did you know that dropping a penny from the Empire State Building will not kill anyone? That cracking your knuckles does not give you arthritis? That we don’t just use 10 percent of our brains?

We love Busting Myths!

F2F fundraising is one of the fastest growing acquisition channels in the US for sustainer giving, yet compared to other countries the US is still no where close to its potential. Why? We believe that there still exists these myths that are not rooted in data or modern experience about a powerful tool for recruiting quality sustainers. The Mythbusters are going to take our (metaphorical) sledgehammers to smash these myths and give you the facts about F2F to take back to your organization. Each myth will be BUSTED!, PLAUSIBLE or CONFIRMED.

Jake Bradford
Chief Development Officer PFS USA
Kelly England
CEO/Founder Multiply Strategies
Monica Muten
Director, Direct Response Marketing Special Olympics International
Matt Pearsall
Associate Director, Sustainer Giving Save the Children US
Palm Court Ballroom

MAKING IT MONTHLY: ATTRACTING (AND RETAINING) YOUR MOST LOYAL DONORS

Track: Program Lifecycle

Sustainers are the long-term investment that keep the lights on. Using the extensive data in large scale sustainer programs, we'll look at the who gives monthly and current winning tactics for attracting more. Regardless of the size of your sustainer program, you’ll walk away with actionable advice on how to increase and retain your monthly donors.

Dan Pazos
Senior Manager, Digital Fundraising The National Audubon Society
Cameron Popp
Director, Direct Response Fundraising WETA
Liz Murphy
Executive Vice President and Partner Beaconfire RED
Chinese Ballroom

STOP LOSING 63% OF YOUR DONORS EVERY YEAR IN 6 EASY STEPS

Track: Digital

The average nonprofit has a 37 percent annual donor retention rate — which means that 63 percent (or more!) of your donors aren’t coming back next year. But it doesn’t have to be this way.

Making sure your donors feel appreciated is just the tip of the iceberg when it comes to improving donor retention. And in fact, you may be investing too many resources in thanking your donors and not enough on the strategies that will actually work to get donors giving again.

In this session, we’ll talk about what the top organizations are doing to build deeper relationships with their donors, optimize the donor experience, and improve their retention numbers across the board.

Shiloh Stark
Director of Fundraising The Nature Conservancy
Yoonhyung Lee
Senior Vice President M+R
Sheridan Marfil
Director, Digital Fundraising World Food Program USA
East Ballroom

WHAT DO ALL THESE INDICES TELL US?

Track: Navigating Disruption (Sponsored by Production Solutions)

The major fundraising indices tell different stories about the trends in fundraising. Understanding the methodology of each and the information it tells us can help build fundraising strategies. We will cover Giving USA, the Blackbaud Index, the Fundraising Effectiveness Project, and others.

Carol Rhine
Sr Principal Analyst Blackbaud Target Analytics
State Ballroom
3:25pm
- 3:45pm
NETWORKING COFFEE BREAK  

Promenade Foyer
3:45pm
- 4:25pm
GENERAL SESSION: FIRESIDE CHAT - PRIVACY CHALLENGES - DONATIONS AT RISK

It is the best of times and the worst of times for data--great new innovations met with tough new restrictions. Come to this fireside chat about newest privacy legislation threatening nonprofit organizations in new ways — from potentially limiting donor data sources to adding new compliance burdens. Whether you are a company working for a charity, or an organization seeking new donors, you need to know the latest! Come to our panel to learn the latest developments in data privacy challenges, ANA’s actions to develop sound privacy policy at the federal level to help our sector, and learn from your colleagues about how they are managing.

Senny Boone
SVP, Nonprofit Federation, Email Experience Council and Accountability ANA
Elizabeth Nielsen (@eliznielsen)
Senior Vice President, Digital and Direct Marketing Feeding America
Nate Drushell
Senior Vice President Marketing InfoCision Management Corporation
Dan Jaffe
Group Executive Vice President, Government Relations ANA
Grand Ballroom
4:30pm
- 5:30pm
BREAKOUT SESSIONS IV (4 CONCURRENT)

See specific sessions

PRIORITIZE YOUR INVESTMENT; THROW OUT YOUR MERGE PRIORITY

Track: Direct Response

This session seeks to answer concerns about shrinking list universes and provide nonprofits with a guide to leveraging merge-purge in a way that helps to empower nonprofits with merge-purge strategies that will enable them to efficiently maximize their direct mail acquisition universe. Leveraging research conducted across the nonprofit industry and back-tested on several nonprofit organizations, this session will examine the impact merge priority has on list investment opportunity and identify opportunities for nonprofits to efficiently source profitable, unique list universes. We will consider commonly held hypotheses such as the cost of exchange names, the benefit of ranking coop and compiled list sources last, and the effectiveness of a random merge priority.

Beth Wrubleski
Direct Response Manager Amnesty International
Kate Hollandsworth
Senior Director of Strategic Services Integral
Katie Valvo
Account Director Epsilon
Palm Court Ballroom

RESEARCH UNCOVERS THOSE MOST LIKELY TO MAKE A PLANNED GIFT

Track: Program Lifecycle

Join TrueSense Marketing and Children’s National Hospital Foundation as they explore new research and trends in planned giving as revealed in Giving USA’s latest Special Report, “Leaving a Legacy: A New Look at Today’s Planned Giving Donors." We'll uncover the data about your likely planned giving donors, to put your charity on the path for long term sustainability.

Kurt Worrell (@TrueSenseMktg)
Senior Vice President, Donor Engagement Team TrueSense Marketing
Amy E. Hauser
Associate Vice President, Annual and Planned Giving Children’s National Hospital Foundation
Carly Thalmann
Associate Director Of Annual Giving Moffitt Cancer Center
Kris Wiig
Vice President, Partnerships Freewill
Chinese Ballroom

FOLLOWING FACEBOOK – KEEPING UP WITH THE SOCIAL NORMS

Track: Digital

Facebook and other social networking platforms are constantly changing their algorithms, products and formats. How can nonprofit organizations, especially in the small to mid-sized range keep up? In this session, we’re providing insight about how to analyze your current Facebook strategy to understand what’s working, and how to plan or pivot for upcoming platform changes. From ad format best practices, to leveraging Facebook Fundraisers, we’ll provide tips and strategies to ensure your social presence is working harder for you.

Cara Holland
Director, Paid Media & Audience Growth ForwardPMX
Caitlin Watkins (@c8linwatkins)
Digital Lead – P2P Fundraising Best Friends Animal Society
Emily Tolliver (@bestfriends)
Manager, Social Communities and Content Best Friends Animal Society
East Ballroom

MANAGING THROUGH EXTERNAL DISRUPTORS: A HOW TO GUIDE

Track: Navigating Disruption (Sponsored by Production Solutions)

In today's complex environment, the question isn't IF there will be a disruptor to fundraising efforts challenging situation, but rather when. To name a few, Presidential Elections, Government Shutdowns, Natural Disasters, Tax Laws, Role of Social Media and Informed Delivery have all changed our landscape, shuffled our cards and kept us on our toes. During this session, we will explore how organizations can plan for and manage through external disruptors. We will provide attendees with a how-to guide for how they can plan for the unexpected, including communication strategies, forecasting, testing and analysis. Actual case studies and planning tools will be provided!

Tracey Burgoon
Director, Direct Response DAV
Erica O'Brien
Managing Partner, Co-Owner MINDset direct
Amy Carlton
Director of Major Gifts - West Region American Humane
State Ballroom
6:00pm
- 7:00pm
POWER NETWORKING RECEPTION

Because it’s not just what you know, it's who you know. In addition to a strong education conference that provides the knowledge you need to advance you and your organization to the next step, this event is an opportunity to meet people who help you get there. Take advantage of the reception to expand your professional network by joining us for drinks and appetizers with prominent industry leaders and peers and continue your discussions started in the session rooms. What a great way to kick off your evening activities!

Grand Ballroom
Friday, February 21, 2020
7:00am
- 2:30pm
REGISTRATION OPEN

Promenade Foyer
7:30am
- 8:15am
BREAKFAST

Grand Ballroom
8:15am
- 8:30am
OPENING REMARKS

Grand Ballroom
8:30am
- 9:15am
DON’T EVER BE AFRAID TO BE GREAT THROUGH ADVERSITY, RESILIENCE AND TRIUMPH

When Pete Frates was given a terminal diagnosis at age 27, he told his family “it was an opportunity to change the world”  His mother Nancy tells the story of how her family took her son’s mission and mobilized with passion, dedication and resilience to change the trajectory of an unacceptable, underfunded and not included disease space. Today the results of the money and awareness raised by the ALS Ice Bucket Challenge are both outstanding and triumphant.

Nancy Frates
CEO and the mother behind the ALS Ice Bucket Challenge Team Frate Train
Grand Ballroom
9:25am
- 10:25am
BREAKOUT SESSIONS V (4 CONCURRENT)

See specific sessions

DATA-DRIVEN: WHY ANALYTICS IS YOUR CREATIVE'S BFF

Track: Messaging

Creative is no longer subjective. Just like every other aspect of your direct marketing program, creative is most optimal when it's data-driven. Yet, many nonprofits are still holding on to creative controls and using creative assumptions to design and test messaging concepts.

In an age of radical customization, constant experimentation and untold number of performance metrics, some organizations have made the move to data-driven direct response creative. Data-driven creative is bigger than a test plan against your current control. Data-driven creative is using primary and secondary research to inform your understanding of your audience — and then developing messaging based off insights.

This session will share examples of data-driven creative, showcasing how two organizations created and refined tone, offer and supporting messaging to increase fundraising response.

Mike Heronime
Chief Creative Officer RKD Group
Jarred Schremmer
Vice President, Media RKD Group
Michelle Strong
Vice President, Marketing Strategy Susan G. Komen
State Ballroom

GETTING HANDS ON WITH GOOGLE ANALYTICS

Track: Analytics

Google Analytics houses key insights that a direct marketer can and should be using when developing their plans online and off. But, it can be intimidating. Perhaps someone doesn't understand the terminology or even what information really matters in their day to day work. Our goal in this session will be help attendees cut through all that confusion, get to the data most useful to them and ask questions about how GA might be able to provide them with answers to questions they are having trouble answering. This will be an interactive session during which we will use a live instance of Google Analytics to help attendees see how they can access critical pieces of information that can inform strategic decision making. Before the session, we will collect a handful of questions about using and/or finding insights in Google Analytics, and we will demonstrate the path to finding them. Then we will ask the room to pose their questions, and we can demonstrate live. As we use the tool, we will explain the views to attendees and why particular pieces of data (entry and exit pages, conversion funnels, etc.) are so valuable to fundraisers and direct marketers. Our aim for this session is to make it as interactive and engaging as possible, ideally giving attendees concrete was they can use Google Analytics immediately. 

Adam Faircloth
Senior Director, Digital Engagement and Growth USO
Mayukh Chowdhury
Principal, Google Ad Grants Google
Jeff Ostiguy
Vice President, Marketing THD
East Ballroom

DIVERSITY IN GIVING - ENGAGING A MULTI-CULTURAL AUDIENCE

Track: Grow the Pie

The United States is changing as the makeup of our population becomes more diverse. The number of Hispanic, Asian and African American households has grown significantly in recent years, while the percentage of Caucasian households has declined. We are witnessing shifts in age groups year over year, more so today than in prior years. In addition, our country continues to become progressive as a growing number of Americans openly identify as LGTBQ. How are today's charitable organizations addressing this trend, and what can, and should be done to be more inclusive in messaging and creative applications. Join us for a panel discussion to hear how some organizations are meeting this need - and what additional work they will be doing in the future.

Dave Mallory
Director of Annual Giving Whitman-Walker Health
Erica O'Brien
Managing Partner, Co-Owner MINDset direct
Palm Court Ballroom

TRANSFORMATIONAL PROGRAM CHANGE DURING AN ELECTION YEAR

Track: Fundraising Lessons

In this session we’ll look at real life examples of when organizations where faced with challenges and had to make a transformational program shift and how a Presidential Election cycle could help (or hurt) your organization's growth. This panel discussion includes 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. Similar to the television game show “Around the Horn” this moderated discussion will award panelists with points for good arguments for or against topics such as:

  • Politics is everything and your donors don’t care about your cause in an Election year.
  • Political emails are killing a dying email program – Right or Wrong?
  • Sustainers aren't worth the sacrificed one-time giving revenue
  • Mid-Level and Major Donor Programs should drive Low-Dollar investment strategy – Convince me otherwise.
  • Direct Mail and Digital Programs are two separate teams that should only focus on maximizing their independent revenue lines

Luke Franklin
Vice President, Membership ASPCA
Dan Karp
Senior Vice President, Integrated Direct Marketing Covenant House
Robert Connelly
Sr. Director Integral
Kevin Moran
Co-Founder and Principal Integral
Brandy Swimeley
Vice President of Marketing Defenders of Wildlife
Chinese Ballroom
10:25am
- 10:45am
NETWORKING COFFEE BREAK  

Promenade Foyer
10:45am
- 11:45am
BREAKOUT SESSIONS VI (4 CONCURRENT)

See specific sessions

DISPELLING THE MYTHS OF PSAS & HOW THEY SUPPORT FUNDRAISING

Track: Messaging

Give a hoot, don’t pollute. Friends don’t let friends drive drunk. This is your brain on drugs.

Each of those tag lines are from powerful broadcast public service announcements (PSAs) that were agents of change in fighting pollution, drunk driving and the war on drugs in the 70s, 80s and 90s. Public service advertising continues to be a proven force in changing public attitudes on a multitude of topics such as drinking and driving, crime prevention and numerous health and safety issues.

Yet in today’s digital age, many organizations view PSAs as a digital only tactic, posting them only on social media and their websites. Also, PSAs are thought to have no direct ROI impact on fundraising. Both perceptions are wrong.

In this session, we will dispel many of the myths about PSA programs and show how one charity had a direct lift in response and gift size thanks to an integrated PSA campaign

Misti Dragano
Vice President 1st Degree
Dorene Ocamb
Chief Development Officer Armed Services YMCA
Elizabeth Deakin
Director of Communications Paralyzed Veterans of America
State Ballroom

LOTS OF DATA FROM MANY SOURCES? HERE’S WHAT TO DO WITH IT

Track: Analytics

The Human Rights Campaign (HRC) has a large network of advocates and supporters, meaning a lot of data coming from multiple places. But having data scientists alone won’t ensure success. HRC will talk about how they wrangled millions of data points across various platforms and data sources to create a 360-degree profile of each constituent, enabling their team to support the organization’s mission with actionable and accessible insights. They will share best practices and lessons learned in reporting, data hygiene, and analysis, and, importantly, how to integrate with other departments to ensure their insights lead to action.

Susan Paine
Director, Analytics and Strategy Human Rights Campaign
Mo Cheeks (@MoCheeks)
Senior Partnerships Manager Civis Analytics
Sam Putnam
Deputy Director, Data & Analytics Human Rights Campaign
East Ballroom

AUTHENTICITY & EXPERIENCES: CULTIVATING MILLENNIAL DONORS

Track: Grow the Pie

Are you looking for younger donors? Think it can't be done?

Think again and come to this session to discover organizations that are successfully homing in on millennials in efforts to broaden the demographics of their donor base and set a foundation for future fundraising success. From National Audubon Society's Young Birders Campaign that illustrates the joy of birding to young urban professionals through experiential marketing… to the National Trust for Historic Preservation's Next Gen Preservation campaign promoting diversity of our cultural history and Facebook birthday campaigns, organizations are finding new and novel ways to meet millennials where they are and bring them onto their files. And we're eager to show you how you can connect with younger donors too.

Andrew Simpson
Vice President, Marketing National Trust for Historic Preservation
Anne Davis (@anne_digital)
Advertising Specialist Beaconfire RED
Liz Murphy
Executive Vice President and Partner Beaconfire RED
Palm Court Ballroom

NONPROFITS & THE IMPORTANCE OF STORYTELLING

Track: Fundraising Lessons

Like the for-profit world, the marketing landscape for non-profits has changed dramatically in the past decade. Increased competition—both among other non-profit entities and general market brands—for the attention of the consumer means that new approaches to building awareness and financial strength are required.

Franklin Parrish, Senior Director of Brand, Marketing, and Creative Services at Kaiser Permanente, a not-for-profit health care provider, will introduce you to his assessment of how non-profits can leverage brand strength to realize their fundraising goals. He will also identify and demonstrate tools to help your organization develop strategic storytelling and archetype development frameworks to more clearly position your brand in the marketplace and better identify high-value audiences for engagement and growth.

Franklin Parrish
Senior Director of Brand, Marketing, and Creative Services Kaiser Permanente
Chinese Ballroom
11:50am
- 12:50pm
LUNCHEON

Grand Ballroom
1:00pm
- 2:00pm
BREAKOUT SESSIONS VII (4 CONCURRENT)

See specific sessions

TEN EMAILS YOU NEED TO SEND IN 2020

Track: Messaging

Email has grown up.

Modern email programs are mindful of deep segmentation, automated journeys, data privacy and email security.

This new age of email marketing requires that we add sophistication to strategies to better understand the subscriber experience and improve measurement of email results.

This session will reveal ten specific email strategies to add sophistication to email marketing — showing you ten emails you need to send this year to modernize your approach to this communication channel.

Stephanie Filer
Director of Development Animal Rescue League of Iowa
Lexi Kay
Annual Campaign Manager North Texas Food Bank
Jenn Thompson
Vice President, Digital Strategy RKD Group
State Ballroom

HOW TO INTEGRATE YOUR DATA TO CREATE A SINGLE CUSTOMER VIEW

Track: Analytics

Many nonprofits, large and small, store “program” and fundraising data in a variety of disparate environments and operational silos, creating inefficiencies, compromising revenue and creating poor constituent experiences. Learn how leading nonprofit organizations are leveraging advancements in technology to combine their data to gain a single view of their prospects and constituents across all programs. While this may sound intuitive and even elementary, many of the largest and most advanced nonprofits struggle with this every day. This allows nonprofits to leverage analytics and insights to better understand audience interests, attitudes and behaviors to create more relevant content, improve targeting, optimize spend across all media and channels to improve engagement, retention, gift frequency and short and long-term.

In this session, Becky Johnson, VP of Constituent Experience and Digital Transformation at The American Heart Association, will share how she is transforming an iconic brand into a model of fundraising efficiency and effectiveness.

Becky Johnson
Vice President of Constituent Experience and Digital Transformation The American Heart Association
Greg Fox
Vice President of Nonprofit Customer Strategy Merkle
Sudeshna Sen, Ph.D
Vice President of Audience Analytics Merkle
East Ballroom

WHY SHOULD HISPANICS GIVE TO YOU?

Track: Grow the Pie

In this generation, the key to accelerate fundraising growth is to recognize the potential of diversity donors. But are nonprofits communicating effectively their causes to ethnic audiences? In our groundbreaking research "Why Should Hispanics Give to You?", we found most organizations struggle to articule their value proposition to this influential demographic segment. The study looks at 57 leading nonprofits across six different verticals and scores the effectiveness of their message on the web, social, email, and phone based on a proven methodology developed by MECLABS. Among the nonprofits analyzed are The Nature Conservancy, Salvation Army, San Diego ZOO, St. Jude Hospital, and University of Miami.

Ivan Leon (@IvanKerux)
Chief Strategist Kerux Group
Federica Soriano
Chief Executive Officer The Children's Rehabilitation Institute TeletónUSA
Palm Court Ballroom

TOP LESSONS NONPROFITS CAN TAKE FROM THE COMMERCIAL WORLD

Track: Fundraising Lessons

While it might still be impossible to predict the future perfectly, this session will share research to provide Nonprofit Marketers a way to prioritize the trends that represent the greatest opportunities for their brand over the coming years. This session is intended to stimulate thinking and to serve as a launchpad for ideas and transformative strategies. Use the trends and related thought-starters to fuel workshops, trigger ideas, or to inspire your own in-depth investigation into marketing trends. Learn how two nonprofit organizations are already getting ahead of these trends.

Jane Chong
Co-founder & Partner Full Hearts
Kat Wallace (@kayfreen)
Brand & Content Director Operation Smile
Liz Dunn (@mizlizdunn)
Chief Development Officer RAICES (Refugee and Immigrant Center for Education and Legal Services)
Chinese Ballroom
2:10pm
- 2:50pm
GENERAL SESSION: 2020 MARK OF DISTINCTION

Imagine if you could go to this year’s ANA conference … and hear and see all the very best ideas in just one 40-minute session?  Imagine investing less than one hour, and walking away with 5-10 incredible concepts that can change your fundraising program immediately?  How much could that change the trajectory of your nonprofits program – and your career?

This year, for the first time in our history, the ANA will comb through all 31 presentations and speeches at the Conference – and then share the very best ideas we saw, in one fun, fast-paced, ‘best of’ session. Want to hear the smartest new ideas in analytics? We’ll tell you all about it. The best new creative concept that is moving the needle?  We’ll show you what it looks like.  Wondering if there’s a new integration idea that is driving record-breaking results?  We’ll share the story … the slides … the whole concept so you can begin leveraging it on your fundraising program now. 

How many times have you said to yourself – “If I can just learn one big new concept, it’ll make all the difference for my mission?”  Well, here’s your chance to hear and see up to 20 of the best ideas, all in one session.  Join us for the 2020 ‘Mark of Distinction’ closing session, featuring the most distinctive ideas that made their mark at this year’s ANA.  And start hyper-charging your fundraising results immediately.

Tom Gaffny (@tomgaffny)
Principal Tom Gaffny Consulting
Angel Aloma
Executive Director Food For The Poor
Grand Ballroom
2:50pm CONFERENCE ADJOURNMENT

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Cancellation Policy and Notes

Code of Conduct: Nonprofit Federation Events

The Nonprofit Federation is dedicated to making our events a safe place for all. We do not tolerate harassment, intimidation or inappropriate behavior of any kind. All participants in Nonprofit Federation activities should adhere to a civil demeanor, a respectful and welcoming attitude toward colleagues and attendees at events.

You agree that your conduct reflects the Nonprofit Federation and its high standards of professionalism and respect toward others, including those with whom you may disagree. Discourse is highly encouraged but as professionals and leaders in the space that discourse should always be respectful. Anyone found in violation of this policy will be subject to removal from Nonprofit Federation event participation.

Anyone who believes they are being harassed, intimidated or targeted with inappropriate behavior should report it immediately to the SVP of the Federation Senny Boone, Esq., SBoone@ANA.net, 202.861.2498. Anyone found in violation of the Federation’s Code of Conduct may receive a warning, expulsion, or legal authorities shall be contacted if warranted by the circumstance. Anyone who feels unsafe or threatened onsite should immediately go to the hotel and alert the staff and police as may be necessary.