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Ideas & Tools » Nonprofit Radio: Digital Marketing Policies for the Real (Messy) World

Nonprofit Radio: Digital Marketing Policies for the Real (Messy) World

Do you have a digital engagement policy? Do you need one? (Wait, what is a digital engagement policy, anyway?)

A strong, thoughtfully crafted digital marketing policy can serve as your guiding star in navigating an increasingly complex digital world. Though they may sound bureaucratic, well-designed policies actually help us organize internally to both live our organizational values and to know what to do when a situation isn’t clear. To explore these questions, Cause Craft’s Misty McLaughlin and Justin Birdsong joined Kacey Crawford, Director of Digital Content Strategy for the Sierra Club, in a conversation with Tony Martignetti on his Nonprofit Radio podcast.

We use the Sierra Club’s recent email-marketing policy initiative as a case study in how to develop digital policies that work — supporting a constituent-engagement strategy; reconciling the needs of internal stakeholders; putting in place guardrails and bumpers; and helping many teams work together in rapid-fire, constantly changing channels. We cover how to structure research and change management to achieve effective digital governance, and how to make yours a living, breathing digital-engagement policy with a long shelf life.

Check out Tony Martignetti’s Nonprofit Radio, and listen to our podcast episode here! (Our portion begins at the 30-minute mark.)

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Alice Hendricks

Principal & Founder

I help nonprofits find creative, people-oriented solutions to complex strategy and technology problems.

I’ve provided executive coaching, organization development, process design, and staffing strategy to nonprofit leaders across the sector. My expertise lies in marketing, online fundraising, political engagement, website strategy, social and mobile media, marketing automation, and brand empowerment. But my particular gift involves identifying the intelligence and wisdom within nonprofits and offering a holistic approach to making organizational change.

In 2008, after years of helping nonprofits as VP of Client Service at Get Active and Managing Partner at Kintera, I co-founded a technology company, Jackson River, out of the belief that the nonprofit sector deserves access to powerful, corporate-scale software for engaging supporters online. We created Springboard, an open, “best in class” software platform for digital engagement. Although in my consulting practice I am firmly technology agnostic, I am often called upon by organizations to help them evaluate solutions to match their ambitious strategies. My advice is informed by many years of “seeing it all” when it comes to CRM and campaign tech, and strong commitments to helping organizations scale and grow their capacity.

I frequently give talks about how to translate corporate concepts like “customer experience,” marketing automation, and customer journeys to the nonprofit sector.

I’m a certified Transformational Coach and a certified health coach. I’m also an Anthropologist and student of Native American culture, binge-watcher of crime procedurals, and mother to two (almost) grown children. By the numbers, I count 20+ years working exclusively with nonprofits; 150+ causes assisted; and too many RFPs and TORs to count.

My personal mission is to help nonprofits thrive in a digital world.