19NTC: Put a Cat Gif on it

Thanks for attending our session, Put a Cat Gif on it: Linking Storytelling + Social to Donations at 19NTC!

Here you’ll find the deck and additional resources from the presentation. Get even more awesome resources every month in your inbox by signing up for our newsletter below.

What we covered

Here’s some #NotFakeNews: Your hashtags aren’t enough to track storytelling effectiveness. In this session, we looked at how Lung Cancer Foundation of America went from an April Fool’s idea, #CatsAgainstLungCancer, to a digital engagement campaign with clear and measurable results to show for it.

We covered how to identify concrete actions for users to take in a campaign and how those align with key performance indicators of moving their mission forward. We also looked beyond April 1 to see how the unexpected bright spots of LCFA’s website can still drive meaningful action — and help lung cancer research.

Learning Outcomes

  • Understand the impact funnel logic model of marketing and how to set goals at 4 key stages of engagement.
  • Go from out-there idea (e.g., #CatsAgainstLungCancer) to digital campaign with clear metrics to measure impact.
  • Understand how to leverage the most popular stories told on your platform towards the ultimate reason your organization exists.

View the deck

View the 19NTC Collaborative Notes


Social Media

It’s easier to convert an email subscriber into a committed donor if you know that they’ve visited the Donate page of your website. But how can you tell what your email subscribers are doing on your site? Test out Lighthouse by Whole Whale, an integration between your email marketing tool and your Google Analytics, that gives you this info — and more. Sign up at getlighthouse.io.