BridgeTECH Preview: Omnichannel Storytelling Through Partnerships

By Amanda L. Cole

Claire Quinn

Claire Quinn worked in the sports industry before joining the nonprofit sector in March 2020. In her role as communications manager at Marine Corps Scholarship Foundation, she works on communications initiatives, including direct mail, digital fundraising, social media and telling student stories across a variety of mediums. It was when she began working on the organization’s digital and direct mail fundraising programs that she discovered the value of nonprofit technology.

“Along with increasing brand awareness through social media, I saw an opportunity to suggest we integrate the two programs to take better advantage of our data and resources,” she said.

Quinn will be presenting at this year’s inaugural BridgeTECH, a tech-focused event for nonprofit executives, fundraisers and marketers on Aug. 2 at the 18th annual Bridge to Integrated Marketing & Fundraising Conference. In the session, “Case Study: How a Nonprofit Drove Omnichannel Storytelling Through Strategic Partnerships,” Quinn; Susan McMullen, vice president of nonprofit at Data Axle; and Dana Mills, director of communications at Marine Corps Scholarship Foundation, will discuss the creative side of an omnichannel campaign the organization’s four-person team accomplished.

NonProfit PRO caught up with Quinn to learn more about her work in nonprofit technology and why she’s so passionate about streamlining creative for her nonprofit’s digital program.

What impact has technology had on your nonprofit?

Technology helps us use our limited time and resources more efficiently. It also helps us ensure we can use our data to our advantage to reach the right donors through the right channel with the right ask.

What is the biggest struggle nonprofits have with technology and how has your nonprofit overcome that struggle?

One of the biggest challenges with nonprofit technology can be convincing decision-makers to invest in it. We wanted to make a big change to integrate our digital and direct mail fundraising, which also included a software transition. It took many months to ensure all staff were on board and then to train staff on the new software and procedures. We achieved staff buy-in with clear communication of goals and multiple resources to help staff when questions and problems arise.

Why is it so important for nonprofits to embrace technology regardless of staff size, revenue, overhead misconceptions, etc.?

Using technology efficiently can help bridge gaps between the number of resources (time, money, etc.) we have and the number we wish we had. Technology helps us use data more efficiently and reach the right donors at the right time. Especially with smaller staffs, using technology well can create more opportunities and better donor engagement.

What will you be presenting at BridgeTECH and why are you passionate about the subject?

We’re presenting about the transition we made last year to an omnichannel approach, combining our digital and direct mail programs under the same umbrella.

Join Us at BridgeTECH

Listen to Quinn, McMullen and Mills share how they improved an omnichannel campaign and maximized revenue at BridgeTECH on Aug. 2 at the Gaylord National Hotel & Convention Center in National Harbor, Maryland. Sign up for BridgeTECH and the Bridge Conference by selecting the "BridgeTECH + Bridge" option.