2014 AMA Nonprofit Marketing Conference

Renaissance Arlington Capital View Hotel
2800 South Potomac Ave., Arlington, VA 22202
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee


WHERE: Fairmont, Washington D.C., Georgetown
WHEN: July 13-15, 2015

Focus on nonprofit marketing that gets results at the 2014 AMA Nonprofit Marketing Conference. Discover new tools and brush up on time-tested strategies with dynamic programming, case studies and leadership insights to keep you and your organization on point. Engage with a diverse group of your peers from nonprofits of all types and sizes, including foundations, charities, education, museums, associations and more. Don't miss this opportunity to boost your nonprofit marketing momentum and move your organization forward.

Download the 2014 Nonprofit Marketing Conference Program >>​

Member: $760 | Nonmember: $1,00 

Have three or more individuals from the same organization that want to attend? Call the AMA at 800.AMA.1150 and mention “Group Tier 1” to learn more about our group discounts!)

Extraordinary Line Up of Keynote Speakers Will Include:

Tho​​​​mas Cott | Senior Director, ​​Marketing & Creative Content,
Alvin Ailey American Dance Theater
What’s Next: Looking Ahead in Nonprofit Marketing
As marketers, we all need to keep our eyes on the horizon. Over the last 30 years, Thomas Cott has successfully helped major U.S. cultural institutions, like Lincoln Center Theater and Alvin Ailey American Dance Theater, keep ahead of the curve. He has repeatedly been named one of “The 50 Most Powerful and Influential People in the Nonprofit Arts in the US.” A thought leader for nonprofit marketers, he also produces a popular email newsletter called “You’ve Cott Mail,” a daily digest of industry news and commentary. In this session, he will explore several likely marketing developments for the near- and mid-term future.

Julie Dixon | Deputy Director, Georgetown University’s Center for
Social Impact Communication​
The Evolution of Influence and What it Means for Your Nonprofit
There’s no doubt that social media has upended traditional models of donor outreach and engagement, as individuals now have many ways — beyond donating — to support the causes they care about. Julie Dixon, lead researcher at Georgetown’s renowned Center for Social Impact Communication, will explore how recent trends on trust, digital engagement and storytelling have collided to elevate a powerful new form of currency — influence — as well as share tips on how nonprofits can harness this to maximize impact.

Paul Polizzotto | President and Founder, CBS EcoMedia Inc.
Harnessing Advertising and Channeling It Into Tangible Social Change
Paul Polizzotto, president and founder of CBS EcoMedia, developed a unique public–private partnership business model that provides financial support for critical, yet underfunded, environmental, health and education projects in communities across the nation. Paul will discuss how CBS EcoMedia harnesses the power of advertising to fund the nation’s most effective nonprofit organizations and share his thoughts on the future of advertising and social impact.

Matt Thompson | Director, Vertical Initiatives, NPR
The Brand Is Dead. Long Live the Brand!
It’s always been difficult to make an organization’s brand stand out in an incredibly crowded civic ecosystem. But the way brands are used and created has changed in recent years, in ways that give outsized power to smaller, nimbler, more dynamic players. Matt Thompson, director of vertical initiatives (and mischief) at NPR, will talk about how NPR has taken advantage of these shifts in creating prominent brands in a variety of spaces.

Andy Goodman | Nationally Recognized Author, Speaker and Consultant in the Field of Public Interest Communications
Change the Story, Change the World
Since we first began talking to each other, telling stories has been a powerful way to capture attention, engage an audience, and motivate them to act. As we learn more about how our brains work, we’re also discovering that stories are intrinsic to decision-making and shape our view of the world. In this keynote address, “Change the Story, Change the World,” acclaimed storyteller Andy Goodman will explain why storytelling remains the single most powerful communication tool you possess – and he’ll offer specific ways your organization can use stories to advance your mission.

Listen to Andy discuss the art of story telling.


Optional Tutorials to Augment Your Conference Experience*:

*Please note there is a separate registration fee of $310 for members / $350 for nonmembers for the below listed tutorials.

Tutorial A: Write a Marketing Plan In Three Hours
Kay Keenan, President, Growth Consulting Inc.

Every nonprofit is looking to find ways to reach their targets efficiently. There aren’t ever enough marketing dollars! This highly interactive session will help you create a mini-marketing plan that will be tailored for your organization. It will include working with program and fund development staff to achieve an organization’s needs. Bring with you a failed marketing attempt, and we will help diagnose why it didn’t work and what might have been done differently.

Tutorial B: Essentials of Content Marketing for Nonprofits
Russell Sparkman, CEO, FusionSpark Media Inc.
Kevin Sparkman, President, FusionSpark Media Inc.

This lively and dynamic workshop will teach participants the essentials of content marketing for nonprofits related to needs ranging from awareness creation and public education to volunteer recruitment and fund raising. The workshop will be one part presentation and one part hands-on assignment. By the end of the workshop, participants will have gained a firm grasp as to how and why content marketing strategy helps organizations market in a multiplatform, multichannel world. The material provided will give participants the knowledge, skills and abilities to create content strategy for their nonprofits, for themselves and for working together with partners.

Tutorial C: Lights, Camera, Action: How to Create High-Impact Videos to
Fit Your Marketing Strategy

Paul Driscoll, Director, Marketing & Creative Services, American Association for
Cancer Research

In this interactive session, you will learn hands-on techniques for creating videos – from the “set” to the “cutting room floor.” Paul has received numerous awards and honors for his videos and will share his knowledge of what makes videos successful – from developing the vision, to creating the story board, to choosing the right equipment, to editing, and finally to delivery into your marketing outlets: email, website, social media, and “the big screen.” In addition he will share ways to measure the success of your video. Time will be devoted to reviewing and critiquing videos, so bring a sample of your best work or one that you feel can use some help.

Stay Connected:


Conference Cancellation Policy

All cancellations and requests for refunds must be submitted to the AMA via email at qmeyer@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee. Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given as of 7/7/14 (two weeks prior to the event start date). A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.


Conference Photo Policy

Registrants of AMA Events agree to allow AMA and its official photographer to photograph them in the context of the conference. Footage captured by the official AMA photographer may be used in future print and electronic promotional and archival materials. For questions or concerns, please call 800.262.1150 or email info@ama.org.​​


Download the full 2014 Conference Program >>   

Day One   I   Monday,​ July 21, 2014
8:00 – 11:00 AM: Pre-Conference Tutorials
  • Tutorial A: Write a Marketing Plan In Three Hours
  • Tutorial B: Essentials of Content Marketing for Nonprofits
  • Tutorial C: Lights, Camera, Action! How to Create High-Impact Videos to Fit Your Marketing Strategy
11:15 AM– 1:00 PM: Individual Peer-to-Peer Problem-Solving Sessions
11:00 AM – 1:00 PM: Lunch 
1:15-1:30 PM: Welcome & Opening Comments
1:30 – 2:30 PM: Keynote Presentation
  • What's Next:  Looking Ahead in Nonprofit Marketing
    Thomas Cott | Senior Director of Marketing and Creative Content, Alvin Ailey American Dance Theater
2:30 – 3:00 PM: Networking Break in Exhibit Hall
3:00 – 4:00 PM: Breakout Sessions
  • Time is Magic: Modern Messaging for Nonrprofits
  • Making Engagement Fun-Applying Gamification to Nonprofit Marketing
  • Building Your Leadership Brand
4:15 – 5:15 PM: Keynote Presentation
  • The Brand is Dead. Long Live the Brand!
    ​Matt Thompson | Director of Verticle Initiatives, NPR
5:15 – 6:30 PM: Opening Reception in Exhibit Area

7:00 PM: After Hour Dine-Arounds
Day Two   I   Tuesday, July 22, 2014
8:00 - 8:30 AM: Continental Breakfast in Exhibit Hall
8:30 – 9:45 AM: Keynote Presentation
  • The Evolution of Influence & What it Means for Your Nonprofit
    Julie Dixon| Deputy Director, Georgetown University Center for Social Impact Communications
10:00 – 11:00 AM: Breakout Sessions
  • Using Audience Segmentation and Social Marketing to Engage Woodland Owners in Conservation
  • Are You Ready for the Mobile Email Marketing Revolution?
  • Compose a Data Symphony: How to Orchestrate all Your Organization’s Data into Sweet Sounds of Success
11:00- 11:30 AM: Networking Break in Exhibit Hall
11:30 AM – 12:30 PM: Breakout Sessions
  • Cause Alliances: Playing a Vital Role in Marketing Platforms
  • Marketing a Large-Scale Event: Tips for Promotion and Evaluation on a Budget
  • Is Your Marketing Missing Something? Find the Missing Pieces through Gap Analysis
12:30 – 1:45 PM: 2014 Nonprofit Marketer of the Year Awards Luncheon
2:00 – 3:00 PM: Breakout Sessions
  • How To Own SEO
  • Getting Creative: Leveraging Social Mediaand PR with Limited Resources
  • True Stories: Using Narratives to Market Your Mission and Energize Your Brand
3:00 – 3:30 PM: Networking Break in Exhibit Hall
3:30 – 4:30 PM: Keynote Presentation
  • Harnessing Advertising and Channeling It Into Tangible Social Change
    Paul Polizzotto | President and Founder, CBS EcoMedia Inc.
4:30 – 6:00 PM: Networking Reception in Exhibit Hall
6:30 PM: After Hour Dine-Arounds

Day Three   I   Wednesday, July 23, 2014

8:00-8:30 AM: Continental Breakfast
8:30 – 9:30 AM: Breakout Sessions
  • Cracking the Campus Code: Finding and Utilizing Student Talent for Your Organization's Success
  • Story-based Strategy & Analysis
  • Marketing Your Outcomes to Increase Funding
9:45 – 10:45 AM: Breakout Sessions
  • Video Storytelling: Demystifying the Process
  • Engaging in Effective Advocacy
  • We're All Marketers, We're All Fundraisers -- Let's Do This!
10:45 – 11:00 AM: Networking Break in Exhibit Hall​
11:00 AM -12:30 PM: Closing Keynote Presentation
  • Change the Story, Change the World
    Andy Goodman | Nationally Recognized Author, Speaker and Consultant in the Field of Public Interest Communications
12:30 PM:  Closing Remarks & Final Prize Drawing
Registration is not available at this time.

Conference Location
Renaissance Arlington Capital View Hotel
2800 South Potomac Ave.
Arlington, VA 22202
Phone: 1 703.413.1300
Fax: 1 703.413.3648

Discover the center of convenience and luxury at the Renaissance Arlington Capital View Hotel and rethink what you know about staying in Northern Virginia.  The hotel is nestled in the heart of Crystal City’s dining and business district and just 1 mile from Reagan National Airport DCA.
The hotel offers complimentary Metro and airport shuttles, a fitness center, an indoor pool, Espressamente Illy café and modern award winning Italian cuisine at SOCCi, so you can enjoy unparalleled service and ultimate convenience.

$199.00 Single/Double occupancy
(plus applicable state & local taxes, currently 13%, subject to change without notice)
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.


Or call the Renaissance Arlington Capital View Hotel at 1 703.413.1300 and ask for the American Marketing Association Non Profit Marketing Conference Room Block.

The reservation cut-off date is Friday, June 20, 2014. 
The AMA has negotiated special group rates for the 2014 Nonprofit Marketing Conference.  You must make your hotel reservations by June 20, 2014 and properly identify yourself to qualify for the special group rate.  After June 20, 2014, the rooms will be released for sale to the general public, and all reservations will be accepted on a space available basis at the hotel's available rate - not at the group rate. 

All reservations must be accompanied by the first night deposit or guaranteed with a major credit card.  Deposits are refundable if cancellations are received before 6:00 p.m. hotel time on the day of arrival and a cancellation number is obtained.  In the event that a guest fails to check-in for a guaranteed reservation, a non-refundable fee of one night room and tax will be charged to the credit card on file and the balance of the reservation will be cancelled.  

Check in time is 3:00 p.m., and check out is at 12:00 a.m.  Anyone arriving earlier than 3:00 p.m. will be checked in as soon as a room(s) becomes available.  Guests checking out early may be assessed an early departure fee.  Upon check in, guests will be asked to verify their departure date.  At that time, scheduled departure dates may be altered.

Hotel Features & Services
Please visit Renaissance Arlington Capital View for a full list of services & features.

Area Attractions & Events
Please visit Destination DC for area information.

Conference Attire 
Conference attire is business casual.  Meeting rooms tend to be cool so you may wish to bring a sweater/jacket.

The AMA is committed to providing equal access to our meetings for all attendees.  If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made.  If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation.  In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.


American Marketing Association has partnered with American Airlines to provide our attendees a 5% discount for the Non Profit Marketing Conference in Arlington, VA (DCA, IAD, BWI). A travel window is valid 3 days before and after each meeting.
You can easily access American’s fares and apply this discount by going to American Airlines to book your flight. Place the below Promotion Code in the promotion code box and your discount will be calculated automatically. This special discount is valid off any applicable published fares listed for American Airlines, American Eagle, and American Connection. International originating guests will need to contact your local reservation number and refer to the Promotion Code.
You may also call 1 800.433.1790 to book your flights, please refer to the Authorization Number below when you call. Please note there is a reservation service charge for all tickets issued by phone. Please use our preferred partner, American Airlines when you can because of the benefits provided to you as a traveler and to our organization for extended partner value.

Promotion Code: 4274DH
Destination City:  Washington, DC (BWI/DCA/IAD)

Are you an AAdvantage member?  Enroll now.

Tower Travel Management
AMA's travel coordinator, Tower Travel Management, is available to assist with reservations.  Call 1 800.542.9700 within the U.S. and Canada.  Reservation lines are open Monday through Friday 8 am-6 pm CST.  Or, you may contact them via email at association@towertravel.com

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees.  They are dedicated to providing superior customer service and hassle-free travel arrangements.  Please note that fees, restrictions and cancellation penalties will apply.


Alamo Rent-A-Car
Drive Happy with Alamo.  Where American Marketing Association members save up to 20%.  And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away.  All you need is a valid driver's license, major credit card and an existing reservation.  It's that easy.  Reserve a car now or call Alamo Rent A Car at 1 800.462.5266.  Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
Great Cars.  Low Rates.  Free Pick-up.
When you’re ready to go, we make it easy with everyday low rates on great cars.  With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered.  Plus, we're always nearby at more than 6,000 neighborhood and airport locations.  Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental.  And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car.  Enroll now
Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation.  Go National.  Go Like a Pro.


Airports and Directions to Hotel
Ronald Reagan Washington National Airport - DCA
Hotel direction: 1 mile
Driving directions: Exit the airport following signs for Alexandria and merge onto US Route 1 South.  Turn left at the first traffic light onto 27th Street.  Continue through Crystal Drive.  The hotel will be on the right.

The hotel provides complimentary shuttle service to and from Reagan (DCA) airport.  Pick up and drop off at Terminal A (hotel shuttle area) or Gates 5 and 9 on Level 1 of Terminal B & C.  The Marriott shared-service shuttle to and from DCA airport starts at 5:00am, then at 5:30am and 6:00am; continuing every 20 minutes until 11pm.  Please call the hotel at 1 703.413.1300 for additional information.

Estimated taxi fare: $10.00 (one way)

Washington Dulles International Airport - IAD
Hotel direction: 28 mile(s) SE
Driving directions: Take airport Toll Road heading East to Route 66 East to Exit 75 (110 South).  Follow to Route 1 South then turn left onto 27th St.  Hotel is on the right.

SuperShuttle provides transportation to & from Dulles Airport (IAD).  Please call SuperShuttle at 1 800.BLUE VAN (258.3826) to make reservations.
Rates are approximately:
IAD - $29.00 one-way (subject to change)
Please try to make reservations 24-hours prior to your trip.  Rates are subject to change without notice.

Estimated taxi fare: $50.00 (one way)

Subway Station
Crystal City Station 0.8 mile(s) NE - Complimentary hotel shuttle to and from Crystal City Metro station every 20 minutes between 7:00am-11:00pm.
Reagan Airport Metro Station 1.5 mile(s) NE

Parking at the Hotel
The hotel offers on-site self-parking for $26.00 per day ($7.00 hourly).
Valet parking is also available for $30.00 per day.
Rates are subject to change without notice.


To learn more about AMA Event Sponsorship or Exhibition opportunities, contact Lore Gil at lgil@ama.org or call 312.542.9033.













hodgsonConsulting LLC

Journey Group

Lipman Hearne

MainStreet Bank

Media Prowler​

Multiple, Inc.

​Red Poppy Marketing


Reliant Studios

Williams Whittle




Customized sponsorship programs are also available!

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.

 Why Attend


Key Takeaways of Conferences:

  • Keynote Addresses from Industry Leaders.
  • Concurrent Sessions Spread Across Three Tracks
    Nonprofit Marketing Leadership Skills
    Strategies for Nonprofit Marketing Success
    Nonprofit Marketers Toolkit

Benefits of Attending:

  • Exceptional content and information from nonprofit leaders for you to bring back to real world.
  • Networking opportunities with your nonprofit marketing peers.