{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Growth Wizards Podcast","title":"Shelly-Ann Wilson Anderson, SVP Marketing & Communication at Boys & Girls Clubs of Metro Atlanta","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/23d9958d\"></iframe>","width":"100%","height":180,"duration":1435,"description":"Systematizing Nonprofit Growth: BGCMA’s SVP on Donor Pipelines, Story-Driven Events, and “Impact Subscriptions”SummaryWhat happens when you bring a modern go-to-market playbook into a mission-driven nonprofit? Shelly-Ann Wilson Anderson, Senior Vice President of Marketing & Communications at Boys & Girls Clubs of Metro Atlanta—and former CMO of Jamaica’s Exim Bank and PR/CSR leader at AT&T—shares how she’s building a predictable donor engine in a resource-constrained environment. She breaks down a segmentation-led strategy across parents, youth influencers, donors, and alumni; the shift from one-off gifts to recurring “impact subscriptions”; and how automation can keep prospects warm year-round. Shelly-Ann explains why in-person events “collapse the funnel,” detailing the narrative design behind BGCMA’s Youth of the Year Gala and how anchoring the story to Shaquille O’Neal unlocked national media and real-time social momentum. She also offers a clear measurement model that pairs impact metrics with revenue KPIs, creative ways to stretch budgets with pro bono and matched media, and practical ways AI can multiply small teams without losing an authentic human voice.Timestamps[00:45] – Guest intro: From Jamaica’s financial sector to AT&T to leading marketing at BGCMA[03:18] – Building a predictable donor engine: moving from relationships to a systematized GTM[04:30] – Segmentation, digital campaigns, and converting to recurring “impact subscriptions”[06:25] – Doing more with less: leveraging pro bono and matched media (e.g., metro digital billboards)[07:51] – Measuring what matters: impact + revenue; KPIs for RD and program ops[10:43] – In-person events as conversion accelerators: designing narratives that “collapse the funnel”[13:18] – Case study: Youth of the Year Gala—Shaq’s authentic tie-in, national media, and real-time social[18:39] – Storytelling and AI: multiplying content output while keeping the voice humanTakeaways- Systematize donor acquisition with...","thumbnail_url":"https://img.transistorcdn.com/mDOdm4LYQlL6wDBHXYQfcGudUXRPAbTh4SUpQ1dzhOA/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9jZmYz/MzEzNTkwMDcwOTUx/ZWYxMzI3YWRkNGUx/ZmU3NS5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}