>> Hi. I'm Kaylin [assumed spelling]
and I'm an online engagement manager with the American Kidney Fund.
Online engagements includes social media, includes email marketing,
includes website traffic, it includes digital advertising, it includes digital fund raising,
so really all ways in which a consumer, or constituent in our case
because we're a nonprofit, can engage with us and interact with us.
In terms of being reactive, once they do engage that I think it's our responsibility to ensure
that we then continue on that, building on that experience, building the relationship with them
and ensuring that they have a good experience with us and that we continue
to engage them further using different channels, be it email marketing,
social media, even some phone conversations.
It could go offline but particularly from an online standpoint just making sure
that we communicate with them in the way that they want to be communicated with ongoing.
So we do have special things that we do throughout the year
like Kidney Month which is in March.
And so that requires sort of yearlong planning for different campaigns and ads
and all of the sort of assets that go along with that, and activities that go along with that.
And then we have our annual Hope Affair gala which is in October
so that also requires sort of the yearlong planning.
So traditional marketing has been kind of we have a message and we just want to get it
out to everyone as quickly as possible and as broadly as possible.
And I feel like digital marketing, there are some organizations that have adopted
that from an online standpoint as well.
So that's there can be some misunderstandings.
But in terms of digital marketing, to do it effectively,
you need to think about personalization.
So it shouldn't necessarily be, "Oh, let me just get this message
out to any and everyone that I can online."
You really need to be thinking about who is the best audience
for this message and where they are online.