6-Month Cohort

Matrix of Engagement Cohort

The Matrix of Engagement is a holistic digital strategy framework. Go beyond clicks, ladders, and short term goals, this is about evolving your digital strategy into a human-centered growth and engagement program.

Cohort #1 starts October 31st 3ET/12PT with class dates in November 2019, December 2019, January 2020, February 2020, and March 2020.

$200 for all sessions

$120 Special cohort #1 Price

What you’ll learn:

Mastering the Matrix

Funnels and ladders of engagement make sense if you see humans having only one value… You’ll start thinking more holistically about people and engagement cohorts.

Take Your Supporters on a Journey

Escape the 2-dimensional world of email draft to email draft and take your supporters on a meaningful and engaging journey. 

Content Strategy is Engagement Strategy

Web content isn’t what you do if you have time when the emailin’ is done. It’s essential to robust digital engagement. 

Micro-Asks for bigger engagement

Harness the power of good data and tailored asks to drive more meaningful engagement. 

About the Instructor

Brad (Schenck) Caldana is a leading digital and engagement strategist for nonprofits and political campaigns. He’s been driving engagement via the internet for over a decade and the author of “The Digital Plan — Strategic guidance and planning to: Win political campaigns. Grow nonprofit organizations. Launch projects and meet goals.”

Important roles he’s held: President Obama’s 2012 Training Director and battleground state digital strategy, Digital Strategy for the Democratic National Committee, Digital Strategy for the Obama-Biden 2012 Inaugural team, founding Digital Strategist for Organizing for Action, CREDO SuperPAC Digital Strategy, Head of Engagement for Vote.org, Rainforest Action Network Digital Engagement Director, and dozens of other campaigns and international nonprofits.

Course Details

This is a live 6-month cohort of monthly 90-120 minute sessions.

Lesson #1


Matrix of Engagement Framework

      • Matrix of Engagement Overview
      • Fundamentals of designing a Matrix of Engagement
      • Planning your organizational shift


Lesson #2

November 6th at 4ET/1PT

Mapping your Matrix entry

  • Planning your organizational shift –  Review
  • Mapping Entry Strategy
  • Strategic Cohorts and Tagging
  • Identifying Initial Cohorts
  • Matrix Mapping Worksheet


Lesson #3

December 3rd at 3ET/12 PT

Developing Matrix pathways and supporter journeys

  • Matrix Mapping – Review
  • Essentials of pathways and supporter journeys
  • How to develop your pathways
  • Pathway Mapping Worksheets


Lesson #4


Cohort Analysis and Strategy

      • Pathway Mapping – Review
      • Cohort Strategy
      • How to analyze current cohorts
      • Developing next tier cohorts


Lesson #5


Aligning Asks and Micro-Asks

  • Cohort development – Review
  • Right Ask, Right Audience, Right Time
  • Developing micro asks for engagement
  • Aligning your pathways, cohorts, micro-asks
  • Planning your micro-asks


Lesson #6


Content Engagement

  • Planning your micro-asks Review
  • Developing content strategically for engagement
  • Inserting content into your Matrix
  • Aligning your pathways, cohorts, content
  • Content Planning 
  • Matrix of Engagement next steps


This course is great for:

Digital Leadership

Anyone managing a digital program will find real value in shifting to a Matrix of Engagement based strategy that drives real growth and meaningful engagement for their supporters.

Consultants and Agencies

You can empower your clients with more cutting edge strategy to drive real growth and meaningful engagement for their supporters. 

Digital Staff

Even if you aren’t leading the team you’ll find real value in adopting a Matrix of Engagement mindset into your own work and strategy. 

Matrix of Engagement - 6-Month Cohort
Develop your own Matrix of Engagement centered strategy in this 6-month cohort with monthly sessions.
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