Spring Conference Spotlight: Inclusive Fundraising & Communications

The animal welfare sector is great at storytelling… but are we telling just one story?  Do your marketing and fundraising materials inspire your entire community? This June 8, at The Spring Conference for Animal Welfare Advancement, join Heather Friedman, Lifeline Animal Project’s Chief Marketing Officer, and Christina Hill of Atlanta Humane Society’s community engagement team, and learn how two different organizations in the same city are approaching diversity and inclusion in their messaging. Here’s more of what you can expect from this CFRE-approved session, and what to prep.

The Association: This year’s conference theme is inclusion – and we kept the definition of inclusion pretty broad in order to be, well, inclusive. In what ways have you expanded your thinking or programs at your organizations to include ideas or practices you hadn’t considered before?

Christina Hill & Heather Friedman: With DEI at the forefront of all our communications, we are evolving the way we tell our stories while still showcasing the diversity of needs in our community with compassion and awareness. We’re having more regular conversations about what diversity in our communications looks like, what holidays we promote, and how and when we engage in the larger conversations happening in our community and our country.

The Association: To get attendees psyched and prepared for your session, what can they think about or do beforehand? 

Christina Hill & Heather Friedman: Start testing your engagement on social media and through your email campaigns. Consider:

  • What stories get the best responses? 
  • What calls-to-action get the most donations or support? 
  • Think about the conversations you have had as an organization around DEI and how you’ve integrated those into your communications, or how you might want to do so.

The Association: Based on what we’ll learn in your session, what’s one thing that attendees can start doing or planning the very next day?

Christina Hill & Heather Friedman: You can begin to have those difficult conversations internally with your teams and with your donors around diversity in your communications and in your fundraising. You’ll also be able to get a jump start on your next fundraising campaign with some of our campaign planning tools and approaches.


Haven’t registered for the spring conference? Do it here!
For a complete listing of sessions and speakers, download the conference brochure.


Photo: Facebook/ Lifeline Animal Project


The Association

The Association is the only international society of leaders actively leading and managing community animal shelters/animal control agencies.


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