Last week, I had the privilege of attending one day of the 2025 Association of Philanthropic Counsel (APC) Summer Forum, held right here in our hometown of Pittsburgh. The multi-day event brought together a community of professionals committed to advancing the work of mission-driven organizations. I was honored to lead a roundtable discussion focused on how to cut through the digital marketing clutter.
This opportunity came through a valued client and partner, Maureen Mahoney Hill of Advancement Advisors. I’m incredibly grateful to Maureen and her team—Summer Dean, CFRE; Deb Desjardins, MEd, CFRE; and Pat Quinn Winter, CFRE—for organizing a session that was both energizing and packed with practical insights.
Alongside an engaged group of APC members, including Elizabeth Pickard, Benjamin Mohler ACFRE, David M. Coyne, CFRE, and Melanie J. Norton, we explored a variety of important tools, solutions, and challenges.
Here’s the heart of the roundtable conversation: it’s not about doing what’s popular, or about doing more or less of anything. It’s about doing what works for your audience.
These four takeaways stood out during our discussion:
1. Start With What You Have
Your website, your email list, your social channels, your blog.
Before adding new platforms or tools, make the most of the assets already at your fingertips. Optimization beats expansion when resources are tight.
2. Consistency Beats Complexity
It’s more effective to do a few things well than to do everything in a scattered way.
Clear, regular communication builds trust and helps your message stick.
3. Resources Matter
Your team size, time availability, and budget should directly influence your digital strategy.
Planning within your capacity leads to better outcomes and a more sustainable pace.
4. Success = Alignment
The most successful strategies align four things:
Your audience, your platform, your message, and your goals (KPIs).
When those elements are in sync, your efforts become more intentional and more impactful.
I also encouraged attendees to pause and ask:
• Where is your audience actually spending time online?
• Are you measuring vanity metrics or metrics that drive decisions?
• What tactic keeps draining time without delivering results?
• What is already working that you can double down on?
“Great digital marketing isn’t about doing more. It’s about doing what matters most to your audience, with the tools you have right now.”
Thank you again to Maureen and the Advancement Advisors team for hosting such a thoughtful, productive session. I’m grateful to be part of a community that values both strategy and heart in the work we do.
– Vanessa Capozzi, Digital Strategy Lead, i.e.Interactive