Using Engagement Tactics to Drive Overall Event Performance

What is the role of engagement in driving peer-to-peer event success?

Join Charity Dynamics’ Cassidy Richards and American Diabetes Association’s Shana Masterson for key insights from the Nonprofit Donor Engagement Benchmark Report for understanding your participants’ giving behavior, engagement preferences and motivations that drive their support for charitable organizations and causes.

Speakers:

Cassidy Richards is a senior consultant at Charity Dynamics providing strategic direction to nonprofits on their engagement activities. She has also worked with the national office of The Crohn’s & Colitis Foundation of America (CCFA) and The Leukemia & Lymphoma Society (LLS). As the National Events Director at CCFA she was recruited to lead the launch of the foundation’s signature campaign, Take Steps Walk, raising over $32 million in 4 years. With LLS, she provided ongoing support and consultation to the staff, volunteers, and boards. Cassidy is a graduate of the University of Kansas and received a Masters in Sports Management from the University of Texas.

Shana Masterson is the National Associate Director for Interactive Fundraising and Engagement at the American Diabetes Association. She works with the Association’s two signature fundraising campaigns: Step Out: Walk to Stop Diabetes and Tour de Cure; as well as Father of the Year, Team Diabetes and other smaller events. She works with various stakeholders and across departments to guide the strategic direction of the special events’ online fundraising and communication efforts, including website, email communication, social media, and mobile. She also consults with event staff throughout the country to assist with their local campaigns and multi-channel outreach plans. In 2012, both signature events experienced more than a 17% increase in online revenue and were recognized as the second and third fastest growing events in the Run Walk Ride 30. Shana has been working in peer-to-peer fundraising for twelve years and lives and works in Glocester, RI. Follow her on Twitter: @npshana.

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