I went to the fabulous Xlerate Day conference on September 28 and recorded a few videos at the sessions.
Xlerate is an experience carefully curated by nonprofit marketers, fundraisers and agency professionals who are committed to advancing integrated marketing for nonprofits and charities. It was a relaxed day with other nonprofit leaders, designed to inspire your creativity and promote conversation and learning.
Marketing Automation: The Rumours Are True!
The initial period of engagement with new supporters is a make-it-or-break-it moment for a nonprofit. Get it right and it’s the start of a valuable long-term relationship, get it wrong and you risk alienating the supporter forever. Earlier this year, Human Rights campaign replaced its traditional welcome series with Marketing Automation to better engage with its supporters and free up valuable staff time. We’ll walk through the concept, implementation, and results of Marketing Automation and discuss uses beyond the welcome series including when web forms are abandoned, sending reminders to update credit card information for recurring donors, and emailing re-activation messages for supporters that have stopped listening.
Presenter: Lindsey Twombly, Human Rights Campaign
Deputy Director, Online Strategy & Social Media
Lindsey Twombly is the Deputy Director of Online Strategy and Social Media at the Human Rights Campaign, the largest non-profit in the US working to achieve equal rights for lesbian, gay, bisexual, transgender and queer people. Lindsey is a no-nonsense, goal-driven, practical fundraising strategist who has worked has been working to push the envelope with online giving for over a decade. She has overseen major multi-million dollar budgets, executed national news-making campaigns, and complex system migrations. Equality and non-profit fundraising are her key passions in life, as is being the mom to an adorable little boy, whose first words included “data”.
The Secret to Integrated Marketing: Data
While integrated marketing trends and technology come and go, one fundamental to success always remains: clean, centralized and integrated data. You can have the best technology in place, follow all the latest trends but without putting strict data policies, coding and procedures in place it will mean little. Chris will guide you through the 10 key rules to maintain data integrity and the steps that need to happen to ensure you realize your integrated marketing and fundraising goals.
Presenters
Chris Carter, Chris Carter Marketing, Inc
President
Chris Carter, President of Chris Carter Marketing, has a strong track record of success in integrated marketing. Chris has rapidly grown a flat direct marketing program at the Nature Conservancy of Canada, and boosted the number of donors by 50% at Mount Sinai Hospital. Chris is a fundraising innovator having launched Canada’s first long-form DRTV program for a land conservation charity and the first monthly door-to- door and street fundraising programs for an animal welfare organization, in fact one of the first for any charity in Canada.
Tino Zhang, Data Analyst, Chris Carter Marketing, Inc
Pearls of Wisdom: 10 Top Insights from Nonprofit Clients
What makes your donors and activists tick? And what do they truly want from you? HMA will share a number of their Top Ten insights from recent national and international donor audits – with special emphasis on the election-changing Anyone But Conservatives campaign.
Presenter: Lynne Boardman
Harvey McKinnon Associates, Managing Director
Lynne Boardman has been working in fundraising for nearly 20 years in both Canada and the UK, starting with an animal welfare charity in Vancouver who really did keep their donor records on recipe cards! She’s worked with a myriad of causes as a fundraiser and a consultant, from international aid to health care, environment, human rights, homelessness, and indigenous education. Lynne works as the Managing Director of Vancouver and Toronto – based consultancy Harvey McKinnon Association, where she oversees strategy for clients like Amnesty International, Oxfam Canada, Ecojustice, Indspire and Canuck Place Children’s Hospice.
Big Winners from 2016 (and How You Can Win This Year)
We’ve crunched the numbers for hundreds of our nonprofit clients to see how they performed last year in fundraising and advocacy. There was a huge variance in metrics related to donor retention, email engagement, page conversion, mobile conversion, and more. Why did some nonprofits excel and others falter? Let’s find out as we dive deep into the strategies and tactics of some top performers. See how your organization compares to these benchmarks and gain insights to improve your program
Presenter: Maureen McGregor
Engaging Networks, Marketing Manager
Maureen McGregor runs the marketing department at Engaging Networks, promoting the most flexible and innovative CRM on the market! A former online engagement professional at Greenpeace, Oceana and Women Thrive Worldwide, Maureen appreciates the role fundraising, advocacy and email marketing software can play in a nonprofit’s success. She lives in Seattle with her family.
It’s Always Too Soon to Go Home: Doing the Work of Fundraising, Campaigning and Advocacy
Presenter: Maude Barlow, Council of Canadians
Maude Barlow is the Honorary Chairperson of the Council of Canadians and chairs the board of Washington-based Food and Water Watch. She serves on the executive of the Global Alliance for the Rights of Nature and is a Councillor with the Hamburg-based World Future Council.
Maude is the recipient of fourteen honorary doctorates as well as many awards, including the 2005 Right Livelihood Award (known as the “Alternative Nobel”), the 2005 Lannan Foundation Cultural Freedom Fellowship Award, the Citation of Lifetime Achievement at the 2008 Canadian Environment
Awards, the 2009 Earth Day Canada Outstanding Environmental Achievement Award, the 2009 Planet in Focus Eco Hero Award, and the 2011 EarthCare Award, the highest international honour of the Sierra Club (US).
In 2008/2009, she served as Senior Advisor on Water to the 63rd President ofthe United Nations General Assembly and was a leader in the campaign to have water recognized as a human right by the UN. She is also the author of dozens of reports, as well as 18 books, including her latest, Blue Future: Protecting Water For People And The Planet Forever and Boiling Point, Government Neglect, Corporate Abuse and Canada’s Water Crisis.