CFAW | Nonprofit Marketing

The Opportunity

CFA Society Washington, DC (CFAW) is a nonprofit networking association for chartered financial analysts (CFAs). As marketing and communications manager, I helped the organization refresh its online presence.

It is this nonprofit marketing experience that led me to attend Shillington School of Design. It taught me valuable skills such as working with a creative agency to launch a new website, managing relationships with printers and other external vendors for events up to 300 attendees, how to brand an event with multiple deliverables and getting stakeholder buy-in from decision-makers such as the Board of Directors.

Implemented Solutions

Working with Atmosphere Digital and a set of global brand standards from CFA Institute, I managed the implementation of a new WordPress website and migration off our information from Sharepoint.

Working with our CEO, I helped develop success metrics, identified key user journey decisions, drafted copy, imagery, and manually populated much of the event calendar. I configured Google Analytics and GTM for the new site, ensuring that we could use Feathr’s ad platform to retarget our web traffic for event marketing.

While the website was undoubtedly our greatest achievement, I also revamped CFAW’s event marketing emails, the weekly Industry Brief newsletter, sponsorship brochures, digital advertisements, in-person event signage, and virtual conference platforms. I launched Feathr ad campaigns using designs I created and geofenced financial hotspots to drive event registrations.

The return of the society’s annual golf tournament allowed me to brand an entire networking event from start to finish including web content, sponsor brochure and on-site extras like mulligan tickets and event signage.

Tools // InDesign, Photoshop, WordPress, Sharepoint, Constant Contact, Feathr, Salesforce Marketing Cloud