AMA Virtual Conference: Nonprofit & Cause Marketing


10:00 am - 11:00 am

[Keynote] Transforming a Legacy Non-Profit Brand

At Big Brothers Big Sisters of America, there is an inherent belief that it takes a village to empower young people. During this session, Adam Vasallo (Chief Marketing Officer, Big Brothers Big Sisters of America) shares the story of how a 110+ year old organization transformed their legacy brand to expand its mentorship mission and grow the village of volunteers, families and partners needed to ensure every kid reaches their full potential.

Adam Vasallo

Chief Marketing Officer, Big Brothers Big Sisters of America

11:15 am - 12:00 pm

(Re)energize Your Digital Content Supply Chain

Remote and hybrid work are here to stay. In this new virtual workplace, organizations are still struggling to find the best ways to plan, create, and distribute their digital content. Many creative and marketing teams have tried to get by via cobbling together an assortment of disconnected platforms. But with no operational hub, these makeshift tech stacks create a digital content supply chain that doesn’t work efficiently. Without a single source of truth, teams face lost or misplaced digital assets, broken content workflows, duplicate work, and issues with creative collaboration. So how do you create a digital content supply chain that does work the way you need it to?

In this interactive presentation, we will show you how to:

  • Build a content tech stack that leverages a digital asset management platform as the hub of your digital content supply chain.
  • Streamline digital content workflows to produce content more efficiently at scale.
  • Enable better collaboration on your remote or hybrid teams.

Ariana Keil

Marketing Manager, Canto

12:15 pm - 1:00 pm

How to Use Event Technology to Optimize Engagement

The past few years have created new challenges and opportunities for nonprofit event leaders and marketers. Despite strained internal resources and a decline in donations, this changing climate ushered in a season for all to consider marketing strategies that took advantage of all new event formats: in-person, hybrid and virtual. In 2022, nonprofit event planners and marketers are still contending with how to deliver on engaging and meaningful experiences with lower budgets and less support. As face-to-face gatherings become a reality again, it’s time to look at what we’ve learned—and look forward to putting event goals and donor needs able back at the forefront of planning.

During this session, we will discuss three ways technology can support non-profit event planners and marketers in redefining your event strategy for optimized donor engagement:

  • Maximize your pre-and post-event attendee engagement
  • Amplify donor reach in the shift back to in-person events
  • Optimize your in-house tech stack for donor insights

Elizabeth Powell

Solutions Marketing Manager, Cvent

Megan Burns

Senior Client Success Advisor, Cvent


10:00 am - 11:00 am

[Keynote] Action Not Ads: How the Brand Can Be a Catalyst For change

To say Covid brought great change is an understatement. As a movement brand, what did Uber do when the world stops moving? It helped #movewhatmatters. Uber showed up for its users and the community during COVID by focusing on actions (not ads) that were authentic to its business model. As more brands turned to purpose marketing during the pandemic, it was evidence that marketing can be an effective change agent for customers, companies and communities. However, the resulting backlash has taught us some important lessons on what works for brands and the potential opportunities it creates for the nonprofits they partner with.

Thomas Ranese

Former Chief Marketing Officer, Uber

11:15 am - 12:00 pm

Amplify Your Impact

Paid advertising is a great way to increase traffic and support conversion, but how do you decide to allocate your budget and focus your buy? When your budget stays the same (or even shrinks), digital spaces and assets need to work ever harder. Every penny and pixel count more than ever. Join us to learn how to maximize your paid media dollars with smart strategy and focused creative.

Jeremy Spaso

Senior Account Executive, Lipman Hearne

Tom Fitzjerrells

Senior Writer, Lipman Hearne

12:15 pm - 1:00 pm

AMA Foundation Nonprofit Marketer of the Year Panel Discussion

The American Marketing Association Nonprofit Marketer of the Year Award honors extraordinary leadership and achievement in the field of nonprofit marketing. Nominated by a peer in their field, the regional and national recipients of the Nonprofit Marketer of the Year Award have achieved breakthroughs in organizing and planning in nonprofits organizations.

Join us for a panel discussion to hear insights and key takeaways on how they have transformed their nonprofit organization through creative approaches to marketing and communications.

Katie Ferrell

Director of Marketing & Communications Make-A-Wish Ohio, Kentucky & Indiana

Cindy Rahman

Senior Vice President & Chief Marketing Officer, March of Dimes

lipman hearne logo


logo Canto


AMA Foundation Logo

Login & Registration FAQ’s

I’ve already registered. Where can I find the link to log in to the conference?

24 hours before the conference begins, an email will be sent out to all registrants with a login link for them to access the conference platform (also known as the Attendee Hub). A link to log in will also be made available on this event page and on the homepage of

When I try to log in, the platform asks for a verification code. Where can I find this?

A verification code will be sent to the email address and/or the phone number used during registration. It should appear within a few minutes. You may want to check your spam or junk folders for this as well. If you have any problems finding your verification code, please reach out to our customer service team for help.

On-Demand Content FAQ’s

Will conference presentations be available on-demand?

All conference material, including presentations, will be available on-demand in the 2022 AMA Virtual Conference: Nonprofit & Cause Marketing Attendee Hub within 24 hours, if not sooner. The Attendee Hub is the same platform you used to watch if you joined us live, and you will use the same link to log in and view on-demand sessions.

How long will I have access to the 2022 AMA Virtual Conference: Marketing in Higher Education Attendee Hub?

The Attendee Hub will remain open and available for on-demand viewing for the next 6 months.

Technical Support & Recommendations

What browser works best?

We recommend using Chrome or Firefox.

How can I see the attendee list?

Click on the Community tab at the top of the page, then Attendees. Here you will find a list and can message attendees who have opted to be visible in the Attendee Hub.

How can I communicate with other attendees?

Methods of communication include session chat, direct messaging, Sponsor appointments and Sponsor virtual booths.

How do I schedule an appointment with a Sponsor?

Visit exhibitor booths during the conference to schedule appointments with sponsors. You will also have the ability to meet with someone from their organization immediately or send a message to be followed up with later in the Sponsor virtual booths.

How do I change my visibility settings?

Click on your initials and view your profile in the top right corner.  Your account is automatically set to visible, if you would like to be hidden you can change that setting on this profile page.