Presented at the 2019 Nonprofit Technology Conference with the Lung Cancer Foundation of America. Learning Outcomes: —Understand the impact funnel logic model of marketing and how to set goals at 4 key stages of engagement. —Go from out-there idea (e.g., #CatsAgainstLungCancer) to digital campaign with clear metrics to measure impact. —Understand how to leverage the most popular stories told on your platform towards the ultimate reason your organization exists. Here’s some #NotFakeNews: Your hashtags aren’t enough to track storytelling effectiveness. In this session, we’ll look at how Lung Cancer Foundation of America went from an April Fool’s idea, #CatsAgainstLungCancer, to a digital engagement campaign with clear and measurable results to show for it. We cover how to identify concrete actions for users to take in a campaign and how those align with key performance indicators of moving their mission forward. We’ll also look beyond April 1 to see how the unexpected bright spots of LCFA’s website can still drive meaningful action — and help lung cancer research. Full resources: https://www.wholewhale.com/ntc19catgif/