Marketing During the Pandemic: What Comes Next for Nonprofits?
Thursday, November 12, 2020
4:00 PM - 5:30 PM
Please join the Washington Network Group (WNG) when we convene a panel of professionals to discuss marketing during the pandemic: What comes next for nonprofits?
As the coronavirus pandemic surges across the United States for the second time, marketers are better positioned than they were in the spring. They have learned a great deal about operating in a virtual world: how to hold events, fund raise, work closely with donors, and more. But they have also been hit hard by job losses, reductions in donations, and members who have not renewed. So, what comes next?
We have brought together Robb Lee, Chief Marketing & Product Strategy Officer for the American Society of Association Executives (ASAE) and Anna Lorch, Senior Vice President of Marketing for the National Foundation for Credit Counseling to help us figure out where we go from here. Robb is looking at the big structural changes that associations and other nonprofits are dealing with and how organizations can adapt to this brave new world of ours. Anna is in the trenches of figuring out how to leverage digital platforms to transform and thrive for the future. Aimee Stern, President of Brave Now PR is our moderator. Welcoming remarks by Bill Stokes, WNG Chairman.
Robb is responsible for leading and managing ASAE's Communications Group. His responsibilities include management of marketing, branding, Web site, public relations, social media and Associations Now, ASAE’s flagship publication. In addition to the communications functions, his management responsibilities also include Innovation/New Product Development and Diversity & Inclusion that are creating a foundation for product development and evolution at ASAE. Robb has more than 25 years of experience creating, developing, implementing, evaluating and managing national and international multi-media branding, advertising and public relations campaigns for products represented by organizations such as Mitsubishi, GEICO, Post Cereals, Kraft/General Foods Coffees and government clients such as The EPA, and others with budgets ranging from $1M to $55M. Robb has worked at several top 10 advertising and public relations agencies. His experience also includes Marriott International and ABC Radio. In 2016, Robb was recognized as a Trending 40 CMO in the Washington, DC region as a top Chief Marketing Officer. He was recently named to the advisory board for the Folio Association Media Summit. And he has spoken many times at the Folio Show in NYC on association publishing and marketing. He is a frequent speaker in the association community as well including at the Ohio Society of Association Executives, the Wisconsin Society of Association Executives, as a panelist on associationchat.com, and many other engagements. He resides in Washington, DC with his family, is a competitive bike racer and, loves to read fiction and nonfiction whenever he can.
Anna is a marketing, loyalty, and customer experience executive with a passion for bringing together consumer and commercial needs to create innovative strategies that deliver measurable competitive advantages. Currently, Anna is SVP of Marketing and Digital at The National Foundation for Credit Counseling. Before the NFCC, she led Loyalty Marketing at AARP. Prior to that she was with Marriott for over 15 years where she led the customer experience strategy to reposition the Sheraton brand, reinvented Marriott Rewards for the Millennial guest, and created The Ritz-Carlton Rewards. She also lived in Asia where she grew Marriott Rewards membership by 85% in a single year. In her early career, she worked for Intel in User Experience. Anna also teaches graduate level classes at Georgetown University. She holds a BA in Professional Writing from Carnegie Mellon University and an MBA from Vanderbilt University. In her free time (and pre-COVID life), you can find her exploring the world and satisfying her penchant for travel.
Aimee works with entrepreneurs and idealists in multiple industries who are brave and passionate about their work, and willing to take risks to grow and win. Her experience spans development and implementation of marketing communications strategies for associations, companies, nonprofits and politicians, as well as advertising and federal agencies. A former journalist, she wrote about leadership, marketing and advertising for top media such as the New York Times, Business Week, U.S. News and Fortune. Aimee spent eight years at Washington, DC, PR agency Potomac Communications Group and built its healthcare, science and engineering practice group to a substantial revenue stream for the company. She was the director of communications for the first USA Science & Engineering Festival that drew over 500,000 people to the National Mall. As vice president for communications at Healthcare Bluebook, she helped build a fledgling healthcare pricing company into the leader of its industry. Aimee believes only when we let go of fear and take risks, can we create lasting change, and be heard amidst the noise around us.
Our WNG Host:
This event is hosted by the WNG Communications Roundtable, which supports WNG Members confronted by challenges in communications, public relations, marketing, investor relations, and public affairs. We support our constituents by convening business networking opportunities and content-driven programs that address issues of interest across these fields.
Event Platform & Recordings:
This event takes place on the Zoom meeting platform. This session will be recorded. The WNG will share with registrants the video/audio/chat thread recordings.
4:00 PM - Pre-Session
4:05 PM - Program Begins
5:20 PM - Program Ends > Post-Session
5:30 PM - Adjourn
Early-bird rates are in effect until midnight on Wednesday, November 11:
WNG Members: $10 early-bird; $15 thereafter
Non-Members: $20 early-bird; $30 thereafter
NOTE: Please register in advance. Once you have registered online, the WNG Office will send you a confirmation email with a link and password to participate in this Zoom meeting.
Join & Go:
$90: Become a WNG Member ($90 annual dues) and attend this particular event at no additional cost. Those registrants joining our membership may select this option when registering for the event. Afterward, the WNG Office will contact you to complete the process by submitting your online membership application.
Cancellation Policy: WNG 48-Hour Cancellation Policy applies to this event.
Questions: Contact the WNG Office: 202-455-4504.