Conference Agenda

ANA Members only - Limited Capacity

OPENING & HOUSEKEEPING REMARKS

WORKSHOP SESSION: LIGHTNING SESSION: JOURNEY MAPPING FOR DEEPER DONOR RELATIONSHIPS IN THE 21ST CENTURY

This fast-paced workshop dives into journey mapping as a powerful strategy to cultivate donor relationships and build a supporter-centric organization. Designed for forward-thinking leaders in social impact, the session offers hands-on insights into using journey mapping to create a seamless, tech-enabled approach to engaging donors, advocates, and supporters. Participants will explore the essentials of 21st-century journey mapping, incorporating behavioral science, DEI, and AI. Through collaborative activities, you’ll learn practical mapping techniques for engaging multi-generational donors (Gen Y, Gen X, Boomers, Matures) and leave with actionable steps for fostering a supporter-centric culture.

Learning Objectives:
• Leverage Innovation and Collaboration: Discover ways to use journey mapping to inspire cross-functional partnerships, leadership, and donor engagement.
• Enhance Leadership and Team Dynamics: Gain insights into building collaborative, donor-centered teams and engaging volunteers in the mapping process.
• Boost Donor Acquisition and Retention: Apply mapping techniques to attract new donors and deepen relationships with existing ones.
• Advance DEI in Donor Engagement: Use journey mapping as a tool for inclusive, diverse donor relationships.
• Apply CX Principles for Stronger Collaboration: Learn how customer experience and journey mapping can enhance cross-functional teamwork and build a truly supporter-centric organization.

Michael Johnston

Founder and President Hewitt and Johnston Consultants

Nonprofit Organizations Only - Limited Capacity

This invitation-only event offers nonprofit leaders an exclusive space to discuss emerging trends, address pressing challenges, and share insights from across the nonprofit sector. In a nonprofit-only, facilitated discussion, executives will connect, exchange ideas, and learn from each other in an intimate, collaborative setting. Come prepared to engage with your peers, share experiences, and discover meaningful solutions together.

Interested in attending? Complete this form for consideration. Approval is required.

Laura Thornton

VP, Global Philanthropy and Marketing Children International

WORKSHOP SESSION: I WISH I'D THOUGHT OF THAT!

Join some of our industry’s top creative minds as they dissect and analyze cutting-edge creative ideas. Have you recently opened your mailbox, email or social media and found an appeal or ad from another fundraiser that really caught your eye? Then you open it, admire the approach and say to yourself, “I wish I’d thought of that!” Well, here’s your chance to explore some of the best work of our time as creative experts and leaders share some of the ideas they admire most. They’ll examine a wide variety of offers, formats and creative approaches and explain why each execution is compelling and how it got their attention. These examples will come not just from nonprofits, but also from commercial advertisers who are often on the leading edge of creative innovation. The panel will discuss a wide range of campaigns in a variety of media including direct mail, digital advertising, print, social media and digital video.

Together with you, the audience, the panel will ponder the creative strategies behind the concepts, and best of all, inspire you to come up with some breakthrough ideas of your own!

Steve Maggio

Founder, President & CEO DaVinci Direct

Recharge with light refreshments and casual networking during the first afternoon break. Connect with fellow attendees and discuss session insights in a relaxed atmosphere before diving back into the day's events.

THOUGHT LEADER SESSION

WORKSHOP SESSION: THE GEN AI SAVVY NONPROFIT

Discover how nonprofits, from grassroots organizations to large-scale operations, can harness the power of Generative AI to advance their missions and enhance impact. This session will unpack the two faces of AI—AI that happens to you, and AI you actively shape. We’ll dive into actionable strategies and showcase real-world examples of how nonprofits are successfully integrating AI to boost outreach, streamline daily operations, and drive meaningful changes. Leave with practical steps you can implement now, empowering your organization to leverage AI responsibly and effectively.

Kevin M. Ryan

Founder and CEO Motivity

Kick off the 2025 ANA Nonprofit Conference with an evening of networking and refreshments. Connect with nonprofit leaders and peers in a relaxed setting, sparking conversations and setting the tone for an inspiring conference. Whether new or returning, join us for a warm start to your conference journey!

Kick off the day with a networking breakfast! Connect with fellow attendees, share insights, and start your day with energizing conversations that set the tone for meaningful connections and collaborative learning throughout the conference.

OPENING REMARKS

Bob Liodice

CEO ANA

KEYNOTE SESSION

Gerald Johnson

EVP, Health Equity and Chief Diversity Officer American Heart Association

PURPOSEFUL PARTNERSHIPS: DISCOVERING THE LIFECYCLE OF SUCCESSFUL CAUSE MARKETING COLLABORATIONS

In today's socially conscious marketplace, aligning your brand with a nonprofit can create powerful connections and drive meaningful impact. Mattel’s Nancy Molenda will guide attendees through the essential steps to choosing the right corporate or nonprofit partner for your brand that will lead renewed partnerships and long-term commitments. Learn more about how Mattel’s programs have brought to life cause marketing campaigns that continue to grow and evolve this brand and nonprofit partnership space including: the Barbie Dream Gap Project, Thank You Heroes, Brave Barbie, Hot Wheels Challenge Accepted, and more.

Key Topics Covered:

1. Finding the Right Partners: Learn how to identify organizations that resonate with your brand values and mission. Discover strategies for evaluating potential partners and ensuring alignment for authentic collaborations.
2. Measuring Success: Explore effective metrics and tools for assessing the impact of your partnership. From tracking donations to gauging brand sentiment, understand how to evaluate success and refine your approach over time.
3. The Lifecycle of a Cause Marketing Partnership: Navigate the stages of a cause marketing partnership, from initial ideation to long-term sustainability. Learn how to cultivate and nurture relationships with nonprofit partners to maximize impact and maintain momentum.

Join us for this insightful session that will produce authentic, impactful partnerships that not only drive business results but also contribute positively to society.

Nancy Molenda

Vice President, Global Corporate Events and Philanthropy Mattel, Inc.

THOUGHT LEADER SESSION

Take a refreshing morning break! Recharge with coffee and snacks, explore our exhibitor booths, and connect with industry partners. Discover new solutions and gather valuable resources to support your organization’s goals before heading into the breakout sessions.

POCKET SIZED INNOVATION

It’s an age-old conundrum in the charitable sector – you want to innovate, but you have limited resources and time. We get it. This session is designed to empower fundraisers to make significant impact through quick innovations that have big outcomes. This session explores innovative strategies, practical ideas, and creative thinking that you can apply at your own organizations. UNHCR USA will share their own definition of Innovation, and examples of innovations they have incorporated into their program and the learnings they have experienced – including the Refugee-Led Innovation Fund. We will also share experiences of other charities we’ve worked with, and what that meant for their program objectives. And we’ll prove together that innovation knows no financial boundaries! UNHCR USA will showcase strategies that reshaped their program’s reach, from digital tools that elevated donor engagement to agile campaigns that made every dollar count. You’ll also hear real-world examples from other charities that unlocked growth and achieved remarkable program objectives through innovative pivots. Whether it’s maximizing minimal resources, leveraging new technology, or finding fresh ways to connect with supporters, you’ll leave with actionable insights and a renewed belief that innovation has no bounds.

Session Takeaways:
• How to think differently about your programs to make space for innovation.
• How to make your case internally and get buy-in from your colleagues as well as how to test and roll out innovations in an effective way.
• See great examples that will inspire you to think differently and deliver new ideas that can truly change outcomes for your charity!

Maeve Strathy

VP, Client Relationships Blakely

CHARTING A COURSE ACROSS CHANNELS

As the media mix continues to evolve, new channels, mediums, and revenue streams are constantly entering the scene. Consumers are interacting with more media channels, content, and platforms than ever before.
Nonprofit marketers and fundraisers are struggling to accurately predict, and measure, the path from awareness to engagement to donation and loyalty. When you factor additional mission-related metrics such as volunteerism, advocacy, program utilization, and event participation, and more, this challenge can feel unmanageable. There’s mounting pressure for marketers to not only understand, but to also prove the value of each element in the marketing mix.
Becoming a donor and giving regularly is only part of the supporter experience; and only part of the organization’s mission. Let’s change the conversation.

Session Takeaways:

• Mission-specific measurement approaches for multi-channel media programs
• Common challenges and solutions to changing the status quo
• Leading the charge: how to create alignment within and across teams, regardless of your role within the organization.

Katy Jordan

Principal & Founder Katy Jordan Consulting

DOING MORE WITH LESS

Maeve Strathy

VP, Client Relationships Blakely

Join us as we celebrate the 2025 recipients of the ANA Nonprofit Excellence Awards. Stay tuned to learn their names.

• Rising Leader Award: Recognizes an emerging leader who is helping shape the future of nonprofit marketing and fundraising.
• Max Hart Achievement Award: Recognizes overall career achievement and exemplary professionalism.
• Nonprofit Organization of the Year Award: Recognizes outstanding achievement in marketing and fundraising by a nonprofit organization.

Enjoy a delicious lunch, network with your peers, and celebrate the 2025 honorees. To learn more about the ANA Nonprofit Excellence Awards, visit the website. Nominations for 2026 will open in the spring.

THOUGHT LEADER SESSION

LEADERSHIP

CHRONIC NON-RESPONDERS 2.0, OPTIMIZING WITH PREDICTIVE AI MODELING

Imagine being able to predict, with remarkable accuracy, not just who will respond to your outreach, but also how and when to connect with them. This session will reveal how PETA, in collaboration with Mal Warwick and Data Axle Nonprofit, used predictive AI Machine Learning driven modeling to optimize and transform their acquisition program. By evolving traditional Chronic Non-Responder (CNR) programs to include donor behavioral data, PETA redefined audience targeting—allowing them to focus resources on high-potential prospects while efficiently dropping those less likely to engage.

The panel will explore a real-world case study where advanced AI Machine Learning driven modeling drove impressive results, from identifying ideal prospects from multiple touchpoints to cutting down on wasted costs. The optimization model uses AI Machine Learning to make sense of promotion history, donor data, demographic and psychographic data assets to inform the selection of donors themselves, inform package timing, and optimize donor communications through optimal package selection. Conference attendees will discover how data-informed strategies can guide nonprofits to refine their acquisition efforts, boost engagement, and maximize their return on investment. Additionally, speakers will outline how their nonprofit organizations can apply these cutting-edge approaches to build a smarter, more efficient donor acquisition cycle that proactively anticipates the needs and behaviors of their audience.

Session Takeaways:

• Technical Integration of Data Streams: Learn the best practices for merging multiple data sources to create a single, coherent optimization process that enables more informed, data-driven decision-making.
• Advanced Segmentation and Targeting: Gain insights into data optimization techniques, including AI machine learning modeling, that enhance segmentation accuracy, enabling precise targeting for diverse donor personas.
• Package, Name Selection and Tame Drops: Use the optimization modeling to target communications and content to engage donors more deeply, enhance emotional connection and increase the likelihood of donations.
• Proven Optimization Strategies: Understand how PETA’s case study leveraged the optimization model to run A/B tests, optimize donor communications, and boost overall campaign efficiency and ROI. Learn how to incorporate future testing plans using a data-driven approach.
• Application of AI Modeling: Learn how to leverage AI machine learning optimization modeling during the acquisition process to maximize not only the universe, but strategies to engage the universe with the goal of increasing the overall response rate.

Richard Geiger

Senior Vice President Data Axle Nonprofit

RAPID-FIRE SAVINGS: 20+ LOW-COST TACTICS THAT GET RESULTS

The last few years have been challenging for direct mail fundraising programs. Costs have increased, postage is going up all the time, and response can be challenging. If your direct response program is under pressure to get results on a smaller budget, we’re here to help.

In this rapid-fire session, we’ll review ways that you can save costs in your direct response program while generating impressive results. With case studies, testing results and creative samples, we’ll share low-cost, but high-impact, tactics to improve response. We’ll review printing and postal strategies to reduce your program costs. And we’ll highlight tested strategies to maximize every single dollar available to your program.

Session Takeaways:
• Discover immediately applicable ways to reduce direct mail program cost
• Learn strategies that can drive response without requiring major investments
• Get fired up about your program’s potential—even with a limited budget

Eliza Slone

Vice President, Strategy MKDM

TRANSITION

BEYOND THE METRICS: INSPIRING CHANGE THROUGH STORYTELLING

In today's fast-paced world, nonprofits face the challenge of connecting with people on a deep, personal, and emotional level. Storytelling is the key to unlocking the hearts and minds of potential supporters. This keynote will explore the art and science of inspiring audiences with narratives that drive action and meaningful change. From understanding your organization's unique story to developing effective storytelling techniques, this presentation will equip nonprofits with the insight they need to harness the power of storytelling to make a lasting impact. 

Dawn Rodney

Chief External Affairs Officer National Park Foundation

KEYNOTE SESSION: HOW A BRAND REFRESH CAN ATTRACT NEW AUDIENCES, DEEPEN CUSTOMER LOYALTY, AND INSPIRE INNOVATION

Discover how a strategic brand refresh can breathe new life into your organization, sparking growth and innovation. This keynote unpacks a powerful case study where reimagining a brand's identity attracted new audiences, strengthened engagement with existing customers, and unleashed creativity within internal teams. Learn how aligning your brand refresh with customer insights can create meaningful engagement across the entire customer journey—from online experiences to in-person interactions.

This session will empower you to:

• Harness insights from new and loyal customers to shape your brand’s future.
• Amplify the impact of your brand refresh at every customer touchpoint.
• Inspire innovation and collaboration across your organization by turning your brand refresh into a catalyst for transformation.

Don’t miss this opportunity to unlock actionable strategies that elevate your brand’s relevance and spark innovation for sustainable success.

Kimberly J. Cooper

Senior Vice President of Marketing The Kennedy Center for the Performing Arts

Pause and recharge with an afternoon coffee break! Enjoy refreshments, visit our exhibitor booths, and connect with fellow attendees. Discover fresh insights and resources to enhance your day before heading into the next set of sessions.

3A BREAKOUT SESSION: LEADERSHIP

3B BREAKOUT SESSION: DONOR ADVISED FUNDS

DON’T BREAK THE BANK: FREE/LOW COSTS HIGHLY IMPACTFUL STRATEGIES

Katie Valvo

Vice President Epsilon

Wrap up the day with our Power Networking Reception! Unwind, connect with fellow attendees, and build lasting relationships in a relaxed, engaging atmosphere. It’s the perfect way to end the day and expand your network.

Join us for the final networking breakfast before a full day of sessions. Relax, connect, and reflect with fellow attendees to add inspiring conversations and lasting connections to your conference experience!

OPENING REMARKS KEYNOTE SESSION: ON THE HILL AND IN THE STATES: NAVIGATING 2025 AND BEYOND

As 2025 approaches, nonprofits must adapt to a rapidly shifting policy landscape. Join us for a concise briefing on key legislative trends and policy shifts affecting the sector, offering leaders a roadmap for navigating new regulations and advocacy opportunities.

We’ll cover:

• Policy Landscape in 2025: Federal and state policy priorities that could reshape nonprofit operations, from fundraising regulations to governance standards.
• Data Privacy & Technology Compliance: New data privacy laws and tech standards impacting data management, security, and outreach.
• Charitable Giving Incentives: Potential changes in tax policies that may influence donor behavior and funding stability.

Chris Oswald

Executive Vice President & Head of Government Relations ANA

KEYNOTE SESSION STABILITY: A SUPERPOWER IN UNCERTAIN TIMES

There are record levels of political polarization; the media and social media ecosystem is more fractured than ever; and Americans, especially younger people, are expressing anxiety about the future. Nonprofit organizations, many of which are long-standing institutions, are uniquely positioned to meet this moment and reassure supporters as they find new ones. From embracing an organization's legacy and evoking nostalgia to reaffirming one's commitment to its mission, stability (and agility) is a superpower in navigating uncertain times. Learn how Consumer Reports' marketing is leaning into its 88 year old history, and evolving, to do just that.

Khalid El Khatib

Chief Marketing Officer Consumer Reports

KEYNOTE SESSION: FIRESIDE CHAT WITH WORLD CENTRAL KITCHEN

Tunde Wackman

Chief Development Officer World Central Kitchen

THOUGHT LEADER SESSION

Enjoy the final coffee break of the conference! Recharge, visit exhibitors, connect with attendees, and get ready for next round of sessions ahead.

TRACK: CAUSE MARKETING

ATTRITION TO ACTION: SUSTAINER RETENTION TACTICS THAT WIN

When it comes to monthly donors, the importance of retention cannot be overstated. In this session, we’ll walk through how two organizations have jumped into action and developed successful retention strategies that serve as the backbone of their ongoing monthly giving retention efforts.
Session Takeaways:

• The Importance of Proactive Trend Monitoring: All too often, we look at trends in the rearview mirror, but by turning this around and proactively monitoring trends and forecasting in real time, you can jump on trends quickly to make a big impact on your program. We’ll talk about how to do this and the right cadence for monitoring.
• Sustainer Retention Strategies That Work: We’ll cover strategies that are proven to work in retaining sustainers across channels, offering new ideas for you to implement in your organization!
• Building a Long-Term Retention Framework: Beyond short-term wins, it's essential to establish a long-term retention framework that includes effective touchpoints, communication cadence, and personalization. Attendees will leave with a practical blueprint for creating a sustainable and scalable retention strategy tailored to their donor base.

Courtney Lewis

Executive Vice President Fuse Fundraising

RESPECTING DONOR PRIVACY WITHOUT SINKING YOUR FUNDRAISING

We all already know the story: Data privacy is on the rise, with more than 30 state laws pending in the U.S. alone. Beyond just doing what our legal teams tell us to get into compliance, we as fundraisers also need to care about and consider the trickle-down impacts of privacy, from analytics tracking to ensuring our approach meets audience expectations -- without shutting down our ability to reach donors at all. We'll help you understand how to broker the conversation about who's on first when it comes to data privacy; what key metrics you need to assess in convening cross-organizational teams; and how your technology could and should evolve to fit a new landscape.

Session Takeaways:

• Big Tech companies like Google are not incentivized to adjust their products to become compliant, because the less access they have to audience data, the more they feel the revenue squeeze. But as more audiences opt out of things like cookie tracking, these tech products are becoming obsolete anyway, leaving you with less and less reliable data. We’ll help you understand what metrics you’re missing, where you’re susceptible to risk in sticking with the status quo, and how you can diversify your analytics technology to embrace adaptation (before it’s demanded of you).
• Respecting audience intent and honoring consent is part of what we endorse and fight for in our missions. It is possible to create a program that respects what your donors are telling you they want while also raising funds productively. We’ll tell you how.
• In this session, we’ll discuss Center for Reproductive Rights’ work to foster a consent-based marketing approach while also building the data infrastructure to future-proof its fundraising impact – and how you can, too!

Tyler Kalogeros-Treschuk

Director, Individual Giving Center for Reproductive Rights

TRANSITION

CTV UNLEASHED: PROVEN NONPROFIT STRATEGIES FOR MAX IMPACT

Connected TV (CTV) offers nonprofits a robust, scalable way to reach and engage donors. In this session, you’ll explore real-world case studies from nonprofits that successfully used CTV to drive awareness and action. Make-A-Wish Foundation will share their experience running innovative CTV campaigns that have delivered increased donations and expanded reach. We’ll cover best practices for integrating CTV into your strategy, using CTV’s targeting capabilities, and creating impactful content that resonates with donors. You’ll walk away with the tools to understand how CTV fits into your omnichannel approach, delivering personalized experiences donors expect. Learn how to optimize your CTV campaigns and track real-time performance for continuous improvement.

Session Takeaways:

• Discover how nonprofits are using CTV to boost donor engagement and awareness.
• Learn how to create compelling content tailored explicitly to CTV audiences.
• Understand how to measure and track performance for real-time campaign adjustments.
• Integrate CTV with your broader omnichannel marketing efforts.
• Apply advanced targeting techniques to personalize your CTV outreach.

Becca Blader

Senior Manager of Integrated Fundraising Make-A-Wish Foundation

SURVIVING AND THRIVING THE “SILVER TSUNAMI” – SECOND WAVE

Renee Durnin, CFRE

Senior Client Strategist The Stelter Company

Join us for the final networking lunch of the conference! Connect with fellow attendees, share insights, and recharge before attending the last rounds of sessions.

THE 75TH CLUB: SECRETS FROM THE TOP FUNDRAISING PROGRAMS

Every year we publish M+R Benchmarks on digital fundraising program performance, looking at what's up, what's down, and what's next. But here's the thing: those numbers reflect the average performance. What about those who are performing above average? What are they doing differently? What are their secrets to success? In this session, we will look at organizations in Benchmarks' top 75th percentile and explore what sets these top performers apart from their peers, highlighting innovative approaches, effective tactics, and lessons learned in the ever-evolving digital landscape. Discover how they leverage technology, engage supporters, and maximize their fundraising potential to create impactful change. Whether you’re a seasoned professional or just starting in the nonprofit sector, this session will provide actionable insights and inspiration to rock your digital fundraising efforts.

Session Takeaways:

• How to assess where your own program compares to high-performing peers
• An understanding of how the top performing fundraising programs differ from their peers
• Examples of the critical digital strategies and tactics that lift performance (and that you can copy)         

Cameron Lefevre

Senior Vice President M+R

SESSION: BUILD DONOR RELATIONSHIPS BOOST RETENTION & UNLOCK GIFTS

SESSION: GENERATIONAL GIVING

TRANSITION

BUILDING YOUR MIDLEVEL FILE THROUGH DIRECT MAIL ACQUISITION

Midlevel donors are the bedrock of a healthy donor file and yet many organizations continue to neglect or mismanage them. Midlevel donors live in the intersection of direct marketing and major gift fundraising and effective midlevel fundraising requires a hybrid approach that many organizations have difficulty implementing. This session will explore how you can successfully use your data coop partners to help build your mid-level donor prospect pool through acquisition. We will offer strategic and tactical suggestions for success.

Session Takeaways:

• Why DM can be used successfully to help build a midlevel pipeline
• The importance of creative in building your midlevel pipeline
• How to best partner with data coop partners to move your donors/prospects through the donor journey.

LEVERAGING PARTNERSHIPS AND EVENTS

Join us for an inspiring session that highlights how Philabundance is transforming its outreach efforts by harnessing the power of corporate and media partnerships to connect with sports and music fans in the Philadelphia area. This session will delve into the innovative strategies Philabundance employs to engage diverse audiences, raise awareness about food insecurity, and mobilize community support.

Participants will discover Case Studies: Real-world examples of successful collaborations with local sports teams and music events that have amplified Philabundance's message and mission. Creative Campaigns: An exploration of unique marketing campaigns that utilize social media, live events, and promotional partnerships to resonate with fans and drive action. Audience Engagement: Insights into how Philabundance tailors its outreach to meet the interests and passions of various demographics, fostering a sense of community and shared purpose.

Impact Measurement: Strategies for measuring the success of these partnerships and understanding their influence on community engagement and support.

Session Takeaways:

• Identifying Opportunities for Partnerships
• Identifying New Prospect Audiences to Target
• Identifying Channels and Tactics to Reach New Donors

Liz Lowe

VP, Client Relationships Allegiance Group + Pursuant

ADJOURNMENT