Workshop 1: Developing Your Organization’s Brand Voice: Ethical Storytelling and Messaging Training

Learn to craft a compelling narrative for your organization and create a brand voice that is authentic and demonstrates your organization’s impact while practicing ethical storytelling. Explore how to train your staff and board through messaging training.

Learning Objectives:

• Creating your brand voice and compelling narrative
• Understand the impact of exploitative fundraising communications on our organization and program participants
• Tell the difference between exploitation, sympathy, and empathy in fundraising communications
• Apply 5 actions to tell more ethical and equitable stories
• Develop your media and messaging training guide to use for training staff and board members to effectively tell your organization’s story

Workshop 2: Leveraging Your Nonprofit Website for Marketing & Communications

Learn to maximize your organization’s website with our deep dive into the essentials of search engine optimization (SEO), website performance, and blogging.

Learning Objectives:

• Gain an understanding of the fundamentals of search engine optimization (SEO), including keyword research, on-page optimization, and backlink strategies.
• Learn how to optimize website content for search engines and improve page ranking.
• Learn how to start a blog for their organization or improve an existing blog. 
• Gain insights into SEO tools and analytics to measure and refine your strategy.
• Gain an understanding of what tools could help with tracking their website performance. 

Workshop 3:  Digital Marketing Best Practices for Nonprofits

Learn to maximize your organization’s online presence with our deep dive into digital marketing strategy. Learn how your website, email, and social media can be used to support your organization’s overall goals.

Learning Objectives:

• Explore how to connect your marketing and communications strategy to your organization’s overall strategy and goals. 
• Gain an understanding of how various digital marketing channels impact your audience and support the behavior change or actions you want that audience to take towards your mission.
• Learn how to create audience personas about key stakeholders for the organization.
• Gain an understanding of the key elements of a successful email marketing strategy including audience segmentation, targeted messaging, A/B testing, and optimization.
• Explore strategies for building and maintaining a high quality email subscriber list and how/when to clean inactive subscribers from your list. 
• Explore a comprehensive overview of the different social media platforms to use in showcasing your organization’s mission. 
• Learn how to create and curate engaging content that resonates with your audience across the different social media platforms. 
• Develop an effective strategy for building community, audience engagement, and brand advocacy on your social media channels. 
• Gain an understanding of how to track, measure, analyze, and optimize the effectiveness of your digital marketing strategy.

About Presenter Ashlan Glazier-Anderson:

Ashlan Glazier-Anderson is the founder and CEO of AshbeanPDX Marketing, a digital marketing agency that works with small businesses and nonprofits to build their marketing foundations and scale. She is a Professional Certified Marketer (PCM) and Certified Digital Marketing Professional (CDMP) with over 15 years of experience in the field. Ashlan has worked in a variety of industries, from advertising agencies to corporate America to nonprofit organizations. She thrives on helping clients solve problems and create unique strategies to best reach their target audience, drive revenue, and grow their businesses at scale.

As an entrepreneur, she can help you build a strong marketing function, with the right systems to get more done with fewer resources. She holds a Master’s degree in Strategic Communications from the University of Oregon and a Bachelor’s degree in Business Administration, Marketing from Portland State University.

About Presenter Caliopy Glaros:

Part strategist, part facilitator, part project manager, Caliopy supports teams in developing programs that connect donors directly to the causes they champion. Having once been in the exact situation as many of her clients, she understands that a successful donor engagement program needs expert fundraising strategy, smooth implementation, and deep cross-cultural acumen. Today, she draws from her unique skills in all three areas to provide comprehensive solutions to nonprofits, philanthropic groups, social benefit corporations, and foundations.

Caliopy has an academic background in Anthropology and Adult Learning, and is a certified trainer in Intercultural Communication. She currently serves as the Philanthropy Ambassador for the Transformational Travel Council (TTC); and as the former Vice President for Inclusion, Diversity, Equity, and Access for the Oregon and SW Washington Chapter of the Association of Fundraising Professionals (AFP).