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>> Hi. I'm Kaylin [assumed spelling]

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and I'm an online engagement manager
with the American Kidney Fund.

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Online engagements includes social
media, includes email marketing,

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includes website traffic, it includes digital
advertising, it includes digital fund raising,

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so really all ways in which a
consumer, or constituent in our case

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because we're a nonprofit, can
engage with us and interact with us.

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In terms of being reactive, once they do engage
that I think it's our responsibility to ensure

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that we then continue on that, building on that
experience, building the relationship with them

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and ensuring that they have a good
experience with us and that we continue

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to engage them further using different
channels, be it email marketing,

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social media, even some phone conversations.

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It could go offline but particularly from
an online standpoint just making sure

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that we communicate with them in the way that
they want to be communicated with ongoing.

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So we do have special things
that we do throughout the year

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like Kidney Month which is in March.

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And so that requires sort of yearlong
planning for different campaigns and ads

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and all of the sort of assets that go along with
that, and activities that go along with that.

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And then we have our annual Hope
Affair gala which is in October

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so that also requires sort
of the yearlong planning.

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So traditional marketing has been kind of
we have a message and we just want to get it

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out to everyone as quickly as
possible and as broadly as possible.

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And I feel like digital marketing, there
are some organizations that have adopted

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that from an online standpoint as well.

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So that's there can be some misunderstandings.

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But in terms of digital marketing,
to do it effectively,

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you need to think about personalization.

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So it shouldn't necessarily be,
"Oh, let me just get this message

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out to any and everyone that I can online."

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You really need to be thinking
about who is the best audience

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for this message and where they are online.