Panel BREAKOUT SESSION ONE: 11:00 AM - 12:15 PM

Marketing to the Activated Donor

In recent years, particularly in the wake of the 2016 presidential election, we have seen a groundswell of politically and socially activated citizens. From the Women’s March to Black Lives Matter, people are raising their voices, whether on the street or on social media. Many organizations have thrived in this climate, but for many others it is uncharted territory. What marketing and communications strategies can organizations employ to engage their supporters and build their constituencies? And how can organizations that may not have experience in advocacy leverage their own stories and build their audience?


Maggie Hartnick: Managing Director, LaPlaca Cohen

Valerie Horsley: Co-Founder, Action Together CT

John Keyes: Founder and Former President, Life Haven

Marjorie Wren: Vice President of Development, Planned Parenthood of Southern New England


Zoe Chance: Assistant Professor of Marketing, Yale School of Management

Panelist Bios:

Maggie Hartnick works across the creative and cultural worlds to drive innovation strategies, strategic planning, organizational development, content strategy, and program development. Her diverse experience has led her to projects that range from visual and performing arts, to architecture and design, to education and hospitality. At LaPlaca Cohen, Maggie also spearheads their cultural innovation engine, Culture Track. Maggie has an Master’s degree in Art and Architectural History from the Institute of Fine Arts, and a Bachelor’s degree in English Literature and Fine Arts from Amherst College.


Valerie Horsley received her B.S. from Furman University and her Ph.D. in Cell Biology from Emory University in 2003. She began her laboratory at Yale University in the Department of Molecular, Cellular and Developmental Biology in 2009.  Dr. Horsley’s laboratory studies tissue homeostasis and regeneration, using epithelial tissues as a model system.  She has pioneered the skin stem cell field by defining how epithelial stem cells and stromal cells interact to regulate tissue regeneration. She has received several awards including the Pew Scholar award and Presidential Early Career Award from President Obama.

In November 2016, she co-founded grassroots organization called Action Together Connecticut to provide a conduit to engage Connecticut citizens in the legislative and election process. Action Together CT has grown to 6000 members and has made major impacts on the legislative process and social issues including immigration in CT.  Action Together CT is in the process of becoming a 501c4 non-profit organization for social good. Dr. Horsley is also currently a candidate CT State Senate.


The Hon. John Keyes served as New Haven Probate Judge for 32 years and is the co-founder and former board president of Life Haven, a house for homeless women. Life Haven has since merged with the organization New Reach, whose mission is “to inspire independence for those affected by homelessness and poverty through a continuum of housing and services using the most innovative and progressive methods.” During his time as probate judge, Judge Keyes led the court to many achievements, including becoming the first Regioanl Court in the state of Connecticut, winning the National Council of State Government’s innovation prize (1996); becoming the first Respite/Kinships Program in the state; and the only probate student truancy program in the state.  Judge Keyes has won numerous awards for his civic engagement in the New Haven community, most recently:  New Haven County Bar Association Civility Award (2011), Hunger Relief and Development’s Man of the Year (2013),  the Yale Sappern Memorial Fund Award for Lifelong Dedication to Fairness and Decency, the Pioneer Award for the New HAven Board of Aldermen Hispanic Caucus (2016), The Community Service Award for Farnam Neighborhood House (2016), and the Connecticut Marriage and Family Therapists’ Service Award (2017).


Marjorie Wren began her tenure at Planned Parenthood of Southern New England as Vice President of Development in September 2004. During those 16 years, annual fundraising revenue has grown 195% and currently accounts for 26% of operating revenue.  That includes annual fundraising as well as campaign revenue. A bachelor's degree in Communications from Boston University has provided great training for her 28-year fundraising career.


Zoë Chance studies persuasion and decision making, working passionately to understand how people can lead happier, healthier, more fulfilling lives. At Yale, Zoë teaches Mastering Influence and Persuasion, advises Center for Customer Insights consulting and research teams, and collaborates with Google and Optum Health. Prior to her engagement at Yale, she marketed a $200 million segment of the Barbie brand at Mattel, developed an executive education leadership program at Harvard, acted on stage and film, and failed as an entrepreneur. She received her doctorate from Harvard, MBA from the University of Southern California, and bachelor’s degree from Haverford College. Her research has been covered in the New York Times, the Wall Street Journal, the EconomistScientific AmericanPsychology Today, Financial Times, and Discover.