Webinars
Case Study: NetHope’s Webinar Series
Long before “Zoom fatigue” entered our vocabulary, NetHope recognized the power of webinars to convene a global network of humanitarians, conservationists, and tech leaders around shared innovation. But when I stepped in, the series lacked strategic direction—sessions were infrequent, attendance was hit-or-miss, and there were no clear metrics to measure impact or growth.
As Lead, I transformed the webinar program into a cornerstone of NetHope’s digital engagement strategy. What began as a loosely organized initiative evolved into a high-visibility platform—often the only public forum—where Big Tech and global nonprofits could jointly present real-world tech collaborations to a live, global audience. We hosted expert panels, showcased field-tested solutions, and elevated the conversation around how technology can advance humanitarian and environmental goals.
To ensure the series delivered on both mission and engagement, I led cross-functional efforts from business development and partner coordination to visual design, production, and multi-channel promotion. I implemented digital marketing strategies across email and social media to grow our reach, while aligning content with NetHope’s long-term strategic objectives.
As with many projects within the start-up culture at NetHope, I drove every aspect of webinar production and marketing.
STRATEGIC COMMUNICATIONS LEADERSHIP
I developed and led the business case for a strategic overhaul of NetHope’s webinar program to strengthen the organization’s niche market presence. This involved aligning the initiative with long-term strategic goals, identifying growth opportunities, and deepening engagement with both global nonprofit members, government agencies, and corporate partners.
I spearheaded the redesign of the NetHope Webinar Series with a focus on strategic storytelling—centered on amplifying member voices and showcasing real-world impact. By partnering with subject matter experts and global communications teams, I consistently uncovered and delivered narratives that demonstrated tangible benefits to target communities.
To drive engagement and deliver shared value, I led co-marketing and co-branding strategies that significantly expanded audience reach. These initiatives not only enhanced visibility for our nonprofit members but also helped corporate partners meet key CSR and performance objectives.
I drove the entire production pipeline from inception to longtail marketing of the finished product.
Example: The ICT4D Webinar Series
As Producer of the ICT4D Webinar Series I ensured alignment with broader organizational strategies, strengthened partner engagement, and positioned the series as a vital platform for sector-wide knowledge exchange. I capitalized on the strategic collaboration with Catholic Relief Services, the ICT4D Conference, and a global network of technology professionals to spotlight cross-sector partnerships through compelling case studies, showcasing how digital solutions drive measurable progress toward humanitarian and development goals.
The ICT4D Webinar Series landing page.
Webinar invitation email.
The ICT4D Webinar Series archive
listings page.
The ICT4D Webinar Series
playlist on YouTube
Example: Marketing Automation and Social Media User Journey
Keeping the User journey top-of-mind was central to my strategy while adapting to constant changes in digital marketing and content delivery platforms. Giving Users a seamless experience of learning about, registering for, and retaining access to evergreen content they found valuable was the strongest strategy to employ given the global, yet niche, audience I was working to cultivate.
I gave each webinar its own landing page. I was able to leverage that cyber real-estate as a point of connection between my audience, my co-presenting partner organizations, SMEs, etc. And it became a perennial home for resources like the embedded webinar recording, downloads, discounts, and useful links to resources outside of the NetHope environment.
A high-level overview of the co-branded workflow I created and executed typically went like:
Informative invitation mailer to subscribers with link to landing page and instructions on how to register.
Social media posts (Built and automated): pre-webinar (Register!), during (Happening now!) and post-webinar (ICYMI, watch the recording!).
Informative landing page with registration form >> automated confirmation emails (Built and automated).
Reminder emails for confirmed registrants >> 24hr and 1hr (Built and automated).
Follow-up emails for presenters and audience requesting feedback (link to satisfaction survey form).
Upload recording to org’s YouTube channel and landing page on website.
Long-tail marketing of webinar recording, assets, offers, etc on social media, and multiple newsletters. (Built and automated)
OUTCOMES
Eventually organizations like TechSoup, Humentum, and DataKind followed suit and together with NetHope helped to establish a new norm of nonprofit consortiums forming to negotiate better prices from Big Tech firms for technology solutions.
At my urging, NetHope leveraged the success of the webinar series to maintain existing and cultivate new relationships with NetHope’s growing network of global technology sector partners, government agencies, and global nonprofit membership. I routinely took part in corporate relationship management efforts to coach large tech firms like Salesforce, Microsoft, Okta and others, through contract fulfilment obligations specific to webinars, initiative co-marketing and co-branding to raise corporate social responsibility awareness efforts.