2016 AMA Nonprofit Marketing Conference Schedule WELCOME RECEPTION I SUNDAY, JULY 10, 2016 5:00 PM – 6:30 PM WELCOME RECEPTION For those of you arriving in Washington on Sunday, please join us for our special Welcome Reception the evening before our conference’s official start. It’s a great way to network and meet other conference participants-and a fun way to become engaged with our wonderful conference. And it’s only a 2 block walk from hotel. Reception Details: Where: RIS, 2275 L Street, NW www.risdc.com When: Sunday July 10th from 5-7 p.m. What: Beer/Wine/Passed Hors d’Oeuvres

DAY ONE I MONDAY, JULY 11, 2016 7:30 AM – 6:30 PM REGISTRATION OPEN-Ballroom Foyer

8:00 – 11:00 AM OPTIONAL PRE-CONFERENCE TUTORIALS* (*Pre-conference tutorials are optional and require a separate registration fee).

Tutorial A: Write a Marketing Plan In Three Hours-Roosevelt Kay Keenan, President, Growth Consulting Inc. This tutorial session was so well received the last two years we invited Kay for an encore. So if you missed it last year register for it early as it will sell out. Every nonprofit is looking for ways to reach their targets efficiently. There aren’t ever enough marketing dollars! This highly interactive session will help you create a first draft marketing plan tailored for your organization. It will include working with upper management, program and fund development staff to achieve your organization’s needs. Bring with you a copy of your organization’s strategic plan because all good marketing plans build on the organization’s strategy. You will also receive a copy of a nonprofit Marketing Plan to help you create yours. Key Learning Objectives: 

Leave with a “first draft” marketing plan for our organization.



How to keep your organization focused for effective marketing.



How to use your time for the best results for your organization.

Tutorial B: Two Tools to Propel your Nonprofit in 2016: Marketing Automation & Retargeting-Culpepper James Hutto, Managing Project Director, Valeo The goal of this session is to give you leverage and the ability to do more with less effort. Marketing automation has tremendous potential, but you need a strategy. Using behavior-driven email communications takes careful planning. James will take you through everything you need to know. From developing an automation strategy, to evaluating the various platforms on the market. Plus, there's more! Ever wonder how the banner ads that “follow” you around the Internet work? You'll learn how this

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2016 AMA Nonprofit Marketing Conference Schedule cost-effective advertising can benefit your organization. Register for this workshop with returning speaker and veteran Internet marketer to leave with actionable steps to propel your nonprofit in 2016.

Tutorial C: Good to Great: Take Your Presentation Skills to the Next Level-Latrobe

Andy Gilman, President and CEO, CommCore Consulting Group Successful marketing requires having a good plan, AND the ability to communicate it to many audiences from whom you may need buy-in. These include, Senior Management, the Board of Directors, Development, and anyone else who has to approve or execute it. As Marketing, you may also be the front-line communicator about the organization to the media and other external stakeholders. Register for this workshop to learn how to increase the impact and persuasiveness of your marketing presentations, with these key skills:

1. 2. 3.

6 different ways to open a presentation – depending on the audience Nailing the Q&A – without coming across as a politician How to increase the takeaways – what will the audience remember or do the day after your presentation

11:00 AM – 1:00 PM PEERtables-Grand Ballroom We open the conference this year with PEERtables, a dynamic mash-up of learning and networking. This is an opportunity to kick off your conference experience by focusing on up to four marketing topics of your choice. Exchange questions, successes, and ideas with your peers while connecting with other conference attendees who share your interest in the topic at hand. Each table, moderated by a topic expert, will attract as few as five participants or as many as 15 or more for a fast-paced, roundtablestyle discussion. Every 30 minutes, you will switch tables to learn about new topics and meet even more of your conference colleagues. PEERtables are not the time to explore one idea in depth. The goal is to exchange as many ideas and surface answers to as many questions as possible. You will leave PEERtables with a long list of ideas as well as new relationships with conference colleagues— with whom you can continue discussions over the next two days.

11:00 AM – 1:00 PM LUNCH PROVIDED FOR ALL REGISTERED CONFERENCE ATTENDEES-Ballroom Foyer

1:15 – 1:30 PM WELCOME & OPENING COMMENTS-Grand Ballroom Susan Mantel, Chair, 2016 AMA Nonprofit Marketing Conference

1:30 – 2:30 PM KEYNOTE PRESENTATION PhilanthroRevolution: Five Global Lessons from #Giving Tuesday-Grand Ballroom Aaron Sherinian, Chief Communications and Marketing Officer, United Nations Foundation Entering its fifth year, #GivingTuesday is a global day of giving fueled by the power of social media and collaboration. Observed on the Tuesday following Thanksgiving (in the U.S.) and the widely recognized shopping events Black Friday and Cyber Monday, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. Since its inaugural year

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2016 AMA Nonprofit Marketing Conference Schedule in 2012, #GivingTuesday has become a movement that celebrates and supports giving and philanthropy with events throughout the year and a growing catalog of resources. #GivingTuesday was founded in 2012 by New York’s 92nd Street Y in partnership with the United Nations Foundation. Together, with a team of influencers and founding partners, the global movement has engaged over 30,000 organizations worldwide. #GivingTuesday harnesses the potential of social media and the generosity of people around the world to bring about real change in their communities; it provides a platform for them to encourage the donation of time, resources and talents to address local challenges. It also brings together the collective power of a unique blend of partners— nonprofits, civic organizations, businesses and corporations, as well as families and individuals—to encourage and amplify small acts of kindness. Learn more at www.GivingTuesday.org. 2:30 – 3:00 PM NETWORKING BREAK WITH EXHIBITS-Ballroom Foyer

3:00 – 4:00 PM | BREAKOUT SESSIONS BREAKOUT ONE: Amping Up Content Marketing Rock Your Content by Rocking Your Brand-Ballroom I Melanie Spring, Chief Inspiration Officer, Sisarina Remember writing letters? The meticulous thought you put into touching pen to paper, inserting it into an envelope, finding a stamp, and walking it to the mailbox? Remember the feeling of getting a letter? THAT is how it should feel to write AND receive content through the "interwebs." If you're not writing GREAT content, stop. And if you're not writing it from your brand, you lose potential connections immediately. It's up to YOU to rock your content. After this session you'll walk away with: - Workshops you can use with your team to find your brand - How to use your personal brand within your organization - Great brands from the Live Your Brand Tour - Ways to get your whole team to give you great content - How to write great content that sticks. BREAKOUT TWO: Energizing Engagement and Experience Every Video Tells a Story-Ballroom II Laura Tatten, Senior Vice President of Marketing and Communications, Boys Town; Susie Kaup, Vice President of Digital Strategy, Envoy Inc.; Jasonea Shockey, Vice President of Client Services, Envoy Inc. How do you empathize with a drug dealer? What about gang members or recovering meth addicts? Boys Town is full of kids whose earlier lives barely evoke consideration let alone sympathy, yet their personal stories are full of tragedy, struggle and, in most cases, triumph. Over the years, we’ve established a method of finding the appeal in these kids’ stories when interviewing them as subjects for videos that appear on the Boys Town website and have successfully engaged prospects, We will share what we have learned and how we have developed editing, copywriting and scoring techniques that can emphasize an innate humanity in their stories that generates an instant and lasting connection with the viewer – which, of course, is the goal of any good storyteller. BREAKOUT THREE: Maximizing Marketing Partnerships Empowering Your Effectiveness: College as Value Adding Assets-Kennedy Ballroom Doreen Sams, Marketing professor, Georgia College and State University and Course Lead-Georgia WebMBA The session will provide the how to partner for effective marketing at cost savings, benefits from college partnership arrangements, and how to make these relationships. It will cover the how, what, where and the why of partnering with colleges that benefit nonprofits happen, expectations setting, The discussion will provide examples of highly successful community engaged projects. BREAKOUT FOUR: Staying on Top of Your Marketing Game Rebranding Legacy: How Two Iconic Nonprofit Brands Built on their Pasts to Create a Stronger Future Together as the

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2016 AMA Nonprofit Marketing Conference Schedule Hazelden Betty Ford Foundation-Roosevelt Melissa A. Fors, Executive Director of Marketing, Hazelden Betty Ford Foundation In 2014, the iconic Betty Ford Center merged with addiction treatment pioneer Hazelden to create the Hazelden Betty Ford Foundation—now the nation's largest nonprofit addiction rehab provider. Their respective missions, visions, and values seemed a perfect match. And yet, as in even the strongest marriages, the transformation of two distinct entities into one carried the potential for identity crisis. How could two leading nonprofit brands be combined to form an even more perfect union—a new identity that would both honor their legacies while championing the strengths and advantages created by the merger? Take a walk down merger aisle for an inside look at the process of rebranding two iconic brands into a singular identity—and lessons learned along the way.

4:15 – 5:15 PM KEYNOTE PRESENTATION National Geographic Society: Pushing the Boundaries of Your Brand-Grand Ballroom Dawn Rodney, Senior Vice President, Brand, National Geographic Society Lessons from taking a 128 year-old world-class brand, and bridging across generations to drive engagement and to change the world. Keynote will cover:    

Why knowing who you are matters Building and maintaining relevancy with many generations How to forge a unique path How to Create Impact

Dawn Rodney is senior vice president, Brand, for the National Geographic Society. Throughout her more than 27 years of experience, Rodney lead the re-envisioning of the National Geographic brand identity, helped launch and brand multiple cable channels including Animal Planet, National Geographic Channel and Nat Geo WILD and has won numerous national and international awards for creative and brand campaigns, including an Emmy Award for National Geographic Channel’s “New Generation Explorers” campaign. 5:15 – 6:30 PM DAY ONE RECEPTION WITH EXHIBITS-Ballroom Foyer Networking activity and raffle prizes! Must be present to win.

7:00 PM AFTER-HOURS DINE-AROUNDS Join us for dinner at local restaurants. Sign up for the restaurant of your choice and join the group for a rousing roundtable of dinner, discussion and fun. Sign-up sheets will be posted at the AMA Table Top. Reservations are on a first come, first serve basis, and maximum is 10 per restaurant. Participants are responsible for their own payment.

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2016 AMA Nonprofit Marketing Conference Schedule DAY TWO I TUESDAY, JULY 12, 2016 6:30 AM-7:30 AM | FUN WALK Participants to gather in main lobby of hotel with host Kay Keenan for an early morning walk around the Georgetown area. 7:45 AM–6:00 PM | REGISTRATION OPEN-Ballroom Foyer 8:00 – 8:30 AM | CONTINENTAL BREAKFAST WITH EXHIBITS-Ballroom Foyer

8:30 – 9:45 AM KEYNOTE PRESENTATION Taking a Risk and Making History-Grand Ballroom Anastasia Khoo, Chief Marketing Officer, Human Rights Campaign Ten years ago, there were few that thought marriage equality for gay and lesbian couples would be the law of the land. The Human Rights Campaign, the country's largest organization dedicated to lesbian, gay, bisexual and transgender equality, has been leading the fight for decades. Learn from Chief Marketing Officer, Anastasia Khoo, about the journey and lessons learned along the way.

10:00 – 11:00 AM | BREAKOUT SESSIONS BREAKOUT ONE: Amping Up Content Marketing Using Research and Data to Help Organizations Tell Great Stories-Grand I Michele Salomon, Client Director, Nielsen; Sophie Bethune, Director, Public Relations & Special Projects Practice Directorate, American Psychological Association Research for public release is a thought leadership strategy which allows nonprofit organizations to enhance its public relations, marketing, public affairs and overall communications platform. Building upon the strength, credibility and reliability of The Harris Poll, Nielsen works with nonprofit clients to raise awareness of their issues, measure and influence public opinion and behavior while reinforcing their own leadership positions. Our session is part ‘how to’ and part ‘case study’ offering best practices to conducting effective thought leadership research. As an example of how nonprofits can use surveys to support and enhance their public relations strategy, we outline how the American Psychological Association’s Stress in America survey has drawn attention to the serious physical and emotional implications of stress and the inextricable link between the mind and body. Takeaways will include how to effectively conduct research for public release and how to use research to enhance public relations and thought leadership. BREAKOUT TWO: Energizing Engagement and Experience Energize and Inspire a Resistant Audience-Grand II Stacy Smollin Schwartz, Marketing Professor, Rutgers Business School and Project Coordinator for Harvard Business School Club of NY’s Community Partners Program Sometimes, those in greatest need of our services are the most resistant to hearing about them. This is particularly common in the areas of social services and healthcare, where apathy and/or stigma surround so many communities and conditions. Nonprofit marketers in these sectors face a big challenge: How to create compelling experiences that effectively reach and influence a target population strongly opposed to receiving their services. Learn from Rutgers Business School marketing professor Stacy Smollin Schwartz, as she shares strategies for overcoming this problem, using real-life case studies from four different nonprofit organizations. BREAKOUT THREE: Maximizing Marketing Partnerships How to Maximize Strategic Partnerships-Kennedy Ballroom Amy DeMaria, Senior Vice President of Communications, Cystic Fibrosis Foundation Partnerships are essential to the success of nonprofits, whether those partners are the media, industry, Congress, or-in the case of

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2016 AMA Nonprofit Marketing Conference Schedule disease nonprofits searching for a cure-patient communities. Amy DeMaria, senior vice president of communications for the Cystic Fibrosis Foundation, will share how the CF Foundation has used digital content, tools and channels to tap into its ecosystem of partners-both expected and surprising-and harness the power of this rare disease community whose impact is growing. BREAKOUT FOUR: Staying on Top of Your Marketing Game Create a Winning Strategy for Mastering Your Role as a One Man/Woman Shop-Roosevelt Shalina Rankin, Marketing and Communications Manager, Starfish Family Services When you are the first and only Marketing/PR/Communications/Social Media/Jack and Jill of all trades person at your nonprofit organization. A workshop to create a strategy for a successful first year so you won’t get burned out and you won’t cry. Key Learning Objective - Number 1: How to host a marketing summit with your organization’s leadership to cement your credibility, obtain executive buy in, and free yourself from past marketing ways. Key Learning Objective - Number 2: Branding the foundation of great marketing: Creating a distinctive brand identity when there is no budget. Key Learning Objective - Number 3: Triaging your duties: PR/Marketing/Social Media/ Oh my, what to tackle first? Creating a plan to address your organizations most pressing needs. Selecting a high visibility/high impact project to create momentum. Avoiding get stuck in reactionary mode, constant last minute one-off marketing tasks will kill you.

11:00 – 11:30 AM NETWORKING BREAK WITH EXHIBITS-Ballroom Foyer 11:30 AM – 12:30 PM | BREAKOUT SESSIONS BREAKOUT ONE: Amping Up Content Marketing How to Eat an Elephant-Grand I Steve Navarro, Managing Director-Vice President, Corporate Development, Right Source Marketing; Danielle Hogan, Director of Marketing, United Way of Central Maryland If content is King and distribution is Queen… “The Plan” must be the key to the kingdom. If navigating board approval and working with limited resources and budget is not hard enough, executing on content marketing without a plan is impossible. In this session, we will discuss the process, the challenges, and the lessons learned through the successful development of a comprehensive content marketing plan. We will share our experience and insights on pivoting a storied brand from a traditional PR play to a contemporary engagement strategy; and how content is at the core of this shift. Take aways will include: Critical elements of a comprehensive content marketing plan Effective ways to get your plan into market with limited resources Lessons learned and obstacles to avoid How to eat an elephant BREAKOUT TWO: Energizing Engagement and Experience Building a Charismatic Brand-Grand II Jennifer GoodSmith, Vice President of Marketing and Communications, The Morton Arboretum Building a brand takes institutional commitment, engagement and a willingness to look deep into your own organization or listen to your different audiences to see what people expect and want from you. This session shares how The Morton Arboretum changed its organizational culture to build a brand culture as The Champion of Trees that helped it move to new heights and engage new brand ambassadors who help share the essence, character and brand promise. From creating loyalists, cultivating

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2016 AMA Nonprofit Marketing Conference Schedule ambassadors, and optimizing profitability, this session will go from development to implementation, authorship to ownership while ensuring a commitment to the mission work that drives the organization. BREAKOUT THREE: Maximizing Marketing Partnerships Changing the Nonprofit Narrative from Fear to Hope-Kennedy Ballroom Andy Semons, Partner, Head of Strategy, Interplanetary In an effort to spur contributions with an immediate call to action, non-profit marketers and advertisers often focus on statistics and stories that tap into our worst fears. While this type of sell may get donors to open their wallets once they don't work in building long-term relationships. We will discuss campaigns for LLS and City of Hope that focus on progress against disease, discuss their development and success. LLS' campaign "Someday is Today" increased donations by 50% and recently released a PSA that is being well received. If scheduling can be arranged Andy may be joined by Lisa Stockmon, CMO of City of Hope and former CMO of LLS. The partners have worked together on both campaigns. BREAKOUT FOUR: Staying on Top of Your Marketing Game The Future of Social Impact Storytelling: What Will Change and What Won't?-Roosevelt John D. Trybus, APR, Deputy Director, CSIC, Georgetown University's Center for Social Impact Communication Everywhere within the social impact sector people are talking about storytelling. And for good reason. Organizational stories are powerful, with the ability to drive emotional connections with target audiences and move them take action. The nonprofit sector understands the importance of stories. But we’re entering a phase of storytelling overload. As more organizations get in on the storytelling “game” how will yours break out from the pack? Are you prepared for the megatrends that will transform how the social impact world tells stories with purpose? This session will share new applied research findings from Georgetown University’s Center for Social Impact Communication on the future of strategic storytelling. Learn what will change, what won’t and how to prepare your organization for the next phase of storytelling. 12:30 – 1:45 PM 2016 NONPROFIT MARKETER OF THE YEAR AWARDS LUNCHEON-Colonnade

2:00 – 3:00 PM | BREAKOUT SESSIONS BREAKOUT ONE: Amping Up Content Marketing Making Your Messages Count: Avoid Passion Blind Spots and Ensure Your Content Resonates-Grand I Brad Perry, Director of Strategy, Create Digital; Mike Pressendo, Director of Communications, United Network for Organ Sharing In the world of nonprofit marketing there is a tendency to create content as though the audience is "us." We can act like folks reading our blogs and following our accounts have the same nuanced understanding of a given issue as those working full-time on it. This can severely limit our potential audience. Nonprofits can avoid this common pitfall and make content that is compelling to a wider audience by borrowing some basic research methods and formal work processes from the field of advertising account planning. Those methods and work processes will be the focus of this presentation, backed up by multiple case studies from both presenters. Participants will walk away with: - How to identify the common pitfalls of nonprofit content marketing like the curse of knowledge, "passion blind spots," and jumping to tactics without building a strategic base. - The ability to describe a process for ensuring nonprofit content will resonate with both the base and the general public. - Knowing how to apply this process to their current challenges in their own work.

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2016 AMA Nonprofit Marketing Conference Schedule BREAKOUT TWO: Energizing Engagement and Experience The Millennial Approach: Inbound Marketing-Culpepper Wyatt Boughter, Marketing and Creative Director, The American College of Financial Services We've got wants. We've got needs. And we want to feel empowered to address those needs on our own. As marketers, how do we do it? Inbound marketing is no longer a cult marketing trend. You've heard about it. You've read about it. Now is the time to make it a part of your marketing strategy. Listen how a millennial changed the way an 88 year old college thinks, and how he made inbound part of their marketing and revenue strategy. BREAKOUT THREE: Maximizing Marketing Partnerships 5 Secrets to Getting the Most out of your Partnerships-Kennedy Ballroom Paul Dunning, Publisher and Co-Founder, Capitol Communicator Let’s face it- building an effective partnership takes a lot of work. So why not attend this insightful presentation and discussion which will outline successful strategies and best practices for maximizing your partnerships. Join Paul Duning, Publisher and CoFounder of Capitol Communicator, the essential communications conduit for Greater DC communicators. Over the past 10 years, Paul has built a tapestry of successful programs and partnerships which has brought together the top non-profit associations in the communications industry to rally and celebrate the great work communicators do in the DC Metro area and beyond. In that time, Paul has discovered a myriad of ways to build effective partnerships and maximize their potential. In this session you will learn the top 5 things you can do to work with your partners and achieve a win-win for you both! BREAKOUT FOUR: Staying on Top of Your Marketing Game Marketing at High-Speed: From The Starting Line to the Checkered Flag in 8 Seconds or Less-Roosevelt David Whitehouse, Director, Business Consulting, Sapient; Allie Burns, Senior Vice President, The Case Foundation A recent study found that humans’ attentions spans are now only 8 seconds. That means your nonprofit has 8 seconds to engage an audience. That’s about the same amount of time it takes you to accelerate to cruising speed on the highway. Your donors are traveling along an information autobahn, where your nonprofit’s message is competing with other brands moving at full-speed. How can your nonprofit get donors to the finish line in 8 seconds or less? Our panel of professional drag racers will discuss the challenges they face in staying relevant to their stakeholders when digital media and devices have drastically decreased the average attention span. They’ll share tips using technology to engage audiences and make meaningful connections in short bursts of time. NONPROFIT MARKETER OF THE YEAR SESSION Creating the First Tobacco-Free Generation-Grand II Nicole Dorrler, Vice President, Director of Marketing, Truth Initiative Truth is the nation’s most successful and longest running youth smoking prevention campaign. It currently ranks as a number one most effective brand in North America by the 2016 Effie Index. Its provocative ads about the effects of tobacco use have helped drive down the teen cigarette smoking rate from 23% in 2000 when Truth began to just 7% today. Even with such a low rate, tobacco still remains the number one cause of preventable death in the U.S., killing more than 1,300 people each day. With an ever evolving target audience, how does Truth manage to stay relevant? The campaign hijacks popular culture and invites teens and young adults to use their social footprints and influence to be the generation to end the tobacco epidemic and “Finish It” for good. In the discussion I will share how we: -Use an integrated approach and meaningful content to drive a campaign and vastly increase audience interest and awareness of an issue across multiple platforms. -Harness the power of popular culture and use the social language of the internet to connect with and be relevant to today’s Gen Z audience. -Empower this generation to take collective action on a social issue and leveraging their social influence to make national impact.

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2016 AMA Nonprofit Marketing Conference Schedule

3:00 – 3:30 PM NETWORKING BREAK WITH EXHIBITS-Ballroom Foyer 3:30 – 4:30 PM PARTNER SESSION ONE Digital Marketing: It's About Evolution, Not Revolution-Grand II Jodi Wearn, Senior Product Marketing Manager, IBM Marketing Cloud In today's digital marketing landscape, you have to be able to keep up with the latest developments or get left behind. But with barely enough resources to manage your current campaigns, how do you incorporate needed improvements, let alone implement new tactics? In this presentation, we'll talk about some of the key trends shaping digital marketing for non-profits today, and show how you can increase engagement while building a framework that allows you to take advantage of new tactics and technologies over time. PARTNER SESSION TWO Finding New Channels: How to Leverage K-12 School Communities to Support Your Cause-Kennedy Ballroom Linda Ingersoll, Director of Engagement Strategy, MDR; Jodie Pozo-Olano, Director of Engagement Strategy, MDR Finding ways to expand reach is often challenging. If you are looking to communicate with kids, teenagers, parents, families or adults that are loyal, educated and interested in the world around them, look no further. Educators are not only valuable consumers, but are important influencers for brands, causes, businesses and society. In fact, at MDR, we believe educators are one of the most influential sectors in the world. In this session, we will teach you how to create brand champions and rally school communities around your cause by tapping into the influence of educators and the lucrative backpack channel. Our clients will demonstrate how they have used classroom engagement to help gain support for their crucial initiatives. PARTNER SESSION THREE Nonprofit Marketing Trends: Staying Ahead of the Curve with Technology-Roosevelt Brian Komar, Vice President, Marketing & Outreach, Salesforce.org; Dana Brown, Vice President and Executive Director, Digital Services, United Way Worldwide; Abby Feuer, Vice President, Marketing & Teacher Success; DonorsChoose.org Connected Nonprofits advance their missions with cloud, social, and mobile tools that connect their data, constituents, and entire organization in whole new ways. 360-degree constituent views allow them to deliver personalized communications to anyone, across any channel. This Salesforce.org-hosted session discusses the latest and greatest for building relationships in a digital world. Marketing leaders from DonorsChoose.org and United Way Worldwide share what they see happening in nonprofit marcomms, and how they leverage Salesforce to communicate more effectively and ultimately make greater impact. PARTNER SESSION FOUR Here’s the Pitch: Journalists on How to Get Covered-Culpepper Cody Switzer, Assistant Managing Editor, The Chronicle of Philanthropy News reporters and bloggers can be your nonprofit’s best way of reaching potential supporters and advocating for your cause. But how can you make your pitch stand out and get the coverage your crave? Answering that question is more important than ever as organizations compete for attention in a cluttered news environment. Listen as staff members from The Chronicle of Philanthropy share the secrets of getting your nonprofit its share of the spotlight. 4:30 – 6:00 PM DAY 2 RECEPTION WITH EXHIBITS-Ballroom Foyer More raffle prizes! Must be present to win.

DAY THREE I WEDNESDAY, JULY 13, 2016

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2016 AMA Nonprofit Marketing Conference Schedule 7:45 AM–12:30 PM | REGISTRATION OPEN-Ballroom Foyer 8:00 – 8:30 AM | CONTINENTAL BREAKFAST-Ballroom Foyer 8:30 – 9:30 AM | BREAKOUT SESSIONS BREAKOUT ONE: Amping Up Content Marketing How to Apply Corporate Digital Marketing Tactics in the Non Profit World-Grand I Gabriela Herrara, Director of Marketing, The Busch School at the Catholic University of America Effective content can establish thought leadership, engagement, and retention. In this session, we will use case studies that include Sephora, Dicks Sporting Goods, Volkswagen, and The Catholic University of America to discuss why good production matters and learn how to build an editorial calendar that is relevant to your audience. BREAKOUT TWO: Energizing Engagement and Experience Monthly Donors: A Non-Profit Superhero Story-Grand II Nathan Groce, Senior Manager of Consumer Marketing and Fundraising, American Red Cross The revenue potential for monthly donors across the non-profit industry (charities, museums, universities, etc.) is extremely significant and can assist non-profits with meeting their revenue goals. The session will make the business case for why non-profits need to invest in developing and managing their monthly giving program. The session will include an industry overview, strategic insights, and lessons learned. BREAKOUT THREE: Maximizing Marketing Partnerships Raising the Last $1 Million: Giving Voice to Childhood Mental Health Issues, Mobilizing a Community, Building a Desperately Needed Facility-Culpepper Tracy Marciniak, President, Miller-Dwan Foundation; Marsha Hystead, Chief Creative Officer/Partner, HTK Marketing Communications Miller-Dwan Foundation is a fundraiser, grantmaker and catalyst—working to improve healthcare for people in northeastern Minnesota and northwestern Wisconsin. The region it serves was facing an urgent need for access to children’s mental health services. During the worst downturn in the economy since the Great Depression, the foundation launched a $7 million capital campaign to build an innovative mental health facility. It raised $6 million—almost entirely through private giving. When an additional $1 million was needed, its longtime partner HTK Marketing Communications stepped up, donating its talent and ability to leverage relationships with media and production partners to launch a grassroots community fundraising campaign that would raise awareness around mental health, as well as the last $1 million needed to build the facility. BREAKOUT FOUR: Staying on Top of Your Marketing Game So Many Channels, So Little Time-Roosevelt Gina Caputo, Senior Director of Product Marketing, United Way NYC; Tere Stouffer, Digital Strategist, Author, Speaker So with so many marketing channels, how do you decide how to maximize your marketing efforts? First, keep up with trends, so that you’re always on top of which channels are capturing your audience’s attention. But, just as importantly, use a channel-decision tool to help you rank a potential channel’s impact, cost, and potential success. In this presentation, you’ll discover the very latest trends, get introduced to resources for continuing to keep up, and review a channel-decision tool for comparing your target audience to a channel’s demographics, defining your organization's objectives for the channel, determining your budget and other resources, understanding how other channels complement this one, and ensuring that your involvement in this channel supports your organization's other departments.

9:45 – 10:45 AM | BREAKOUT SESSIONS BREAKOUT ONE: Amping Up Content Marketing Non-Profits as Media Entities: How to Leverage Your Thought Leadership to Create Seven Figure Value-Grand I Jay Sharman, CEO and Founder, Team Works Media

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2016 AMA Nonprofit Marketing Conference Schedule In today’s day and age, engaging current and future audiences online is essential to developing robust and authentic relationships. In this session, Jay will show how non-profits can reach new audiences by building digital media properties that harness existing assets and utilize freshly developed content. He will show how these platforms can create new digital opportunities for donors and sponsors to connect with the organization and further its mission. Attendees will take away at least three actionable tips from the session, including: 1) A framework to assess how your content and thought leadership may fill a marketplace need. 2)

Tools and resources to determine potential revenue opportunities.

3)

Crawl, walk and/or run strategies to go from corporate foundation money to corporate marketing budget.

BREAKOUT TWO: Energizing Engagement and Experience Lasting Engagement: How to Build Belief in your Brand from the Inside Out-Grand II Natalya Sverjensky, Partner, Within People; Lisa Grbinicek, Senior Strategic Advisor, Niagara Escarpment Commission For 40 years UNESCO has been tackling sustainable development through the MAB network of biosphere reserves. In 2015 the network needed a rebrand - one that would create a powerful emotional story to connect with audiences. Working together, Within People and UNESCO reenergized engagement by experimenting with a new inside-out approach. UNESCO’s experience shows that building internal alignment around your brand is essential to unlocking external engagement with a lasting impact. UNESCO started internally – fostering a shared sense of identity around the programme that could be inspiring and authentic globally. Learn from UNESCO’s story how to use purpose, values and story to shape new engagement strategies for your audiences - building belief in your brand from the inside out. BREAKOUT THREE: Maximizing Marketing Partnerships United We Stand: Connecting a Competitive Industry with Cause Marketing-Culpepper Anne Genduso, Associate Director, Consumer Communications, Share our Strength Corporate partners play a critical role in extending the reach of a nonprofit’s consumer marketing efforts. But how do you get big competitors to rally around your cause, collaborate and host individual marketing promotions at the same exact time? Give them an issue they can all stand behind because it makes smart business sense. In this session, you’ll learn how to unite players in a highly competitive industry, while giving them tools and resources to stand out from the pack. BREAKOUT FOUR: Staying on Top of Your Marketing Game Finding the Soul of Your Brand-Roosevelt Paul G. Allvin, Senior Vice President of Brand Advancement, USO Great nonprofit brands are built on strong beliefs, closely aligned the beliefs of those most loyal to them. How well aligned is your brand to the core, visceral beliefs that drive your brand promise? How transactional might your brand expressions be? Look at recent refresh efforts of two iconic American nonprofit brands – Make-A-Wish and the USO – from the architect of the refresh plans, for insights into how your brand can optimize its potential.

10:45 – 11:00 AM NETWORKING BREAK-Ballroom Foyer

11:00 AM – 12:30 PM CLOSING KEYNOTE PRESENTATION

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2016 AMA Nonprofit Marketing Conference Schedule The Happy, Healthy Nonprofit Marketer: Be Networked, Learn from your Data, and Take Care of Yourself-Grand Ballroom Beth Kanter, Master Trainer, Author, Speaker and Blogger Social media has the ability to increase nonprofit results when marketers skillfully combine an organizational strategy with online personal brands of organizational leaders in order to connect, build relationships, establish trust and thought leadership. This way of working goes beyond simply arming staff with social media profiles and content, but requires openness, learning, and authenticity. This interactive keynote will explore how nonprofit marketers can embrace the best practices of leading on social channels, while avoiding some of the challenges. Award winning author and blogger Beth Kanter will share some provocative ideas about self-care from her next book, The Happy, Healthy Nonprofit: Strategies for Impact without Burnout. The Happy Healthy Nonprofit takes off where The Networked Nonprofit and Measuring the Networked Nonprofit left off — helping individuals and the nonprofit organizations they work for how to live and work with online networks in more sustainable ways. The keynote will share tips to help nonprofit marketers learn how to take better care of themselves while taking care of their organization’s marketing efforts.

12:30-1:00 PM Closing Remarks

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