Breakout Sessions

Major Redesign, Multiple Vendors: No Big Deal

This session will provide a case study of a redesign for as we worked with ECHO & Co. for planning, architecture and design and Capellic for implementation and launch. is the professional facing website for ASPCA, primarily serving audiences who shelter animals. We have redesigned our website upwards of 7 times in the past 12 years, and our staff was growing weary of constant redesign and implementation. The time spent in redesign mode kept us from meeting our goals to better inform and train animal welfare professionals and hampered our ability to continue learning about emerging web practices.

In charting a new process with two different vendors, we pursued a couple of key questions:

  • What are the things you need in place to shift from a once-every-10-years process to an iterative process, starting with a Minimal Viable Product (MVP)
  • How do you advance your organization’s or team’s readiness to tackle this?

We will reflect on key aspects of our work together including:

How does a distributed partnership work and what are the benefits/drawbacks?

How are we measuring success and laying the groundwork for continual improvement and also adopting the true lean approach of “learn-as-you-go”?

Big Lessons
What were our biggest takeaways and what will we change moving forward?

Our session is meant to provide actionable insights into the hands of participants, so you can walk away with immediate approaches you can apply to improve yourr work and how you work with a variety of stakeholders and partners. We consider our presentation an act of service to our colleagues and our sector.


Joel Bush

Joel brings over 15 years of experience in social networking, account and project management, symbolic gift catalog development and political campaign consulting and fundraising. He has provided strategic counsel to non-profits, political candidates, and issue campaigns on building and implementing online communications plans, social networks, symbolic gift stores, and websites. He has worked with dozens of large and medium nonprofits including Operation Smile, the National 4-H Council, Habitat for Humanity, ASPCA, UNICEF, Dana-Farber Cancer Institute and many others. He joined Capellic as a partner in 2012. When Joel isn’t working, he’s running, or at least thinking about running…or he’s chasing down his two kids. He generally prefers being outside than in. His favorite trip of all time was a four day hike on the Inca Trail to Machu Picchu.Joel graduated from Georgetown University with a Bachelor of Arts in Government.

Twitter:  @joelbushsays

Sue Clement
Senior Director Digital Content Strategy

Sue has worked in the non-profit sector her entire career and in the last twenty years worked for
non-profits large and small making change for animals and the professionals that care for them..
She adores working on projects at the beginning and was fortunate enough to enter the animal
welfare space through the internet, working with a non-profit startup in 1997 marketing animals
for adoption online. She has designed and delivered in-person trainings for shelters, presented
at Texas Unites Conference, New England Federation and NTEN. Prior to animal welfare, she
worked in the arts as a theatre director, arts administrator, teacher and facilitator. When not
working, she’s walking her dogs, knitting (pussyhats among the many projects) or enjoying the
San Juan Islands.

Graziella Jackson

Graziella Jackson is CEO of Echo&Co, a digital consultancy that helps social sector organizations jumpstart, expand, and mature their work through digital technology. Years ago, she left a leading creative agency working with Fortune 500 companies to bring the best of UX and digital product development to organizations doing good in our world. She's been honored to work with great nonprofits, universities, and cultural institutions ever since, including: Operation Smile, Climate Reality Project, Greenpeace, ASPCA, Newseum, Museum of Fine Arts Boston, NRDC, The Wilderness Society, The George Washington University, Emerson College, and AARP. Graziella has a BA in communication with a journalism focus from George Mason University and a Master's degree in communication, culture, and technology from Georgetown University. She is a member of the 2017 class of Leadership Greater Washington and has presented at the Nonprofit Technology Conference, ADWKDC, Web of Change, and Newseum Summer Teaching Institute. Graziella chairs the board of United for Iran, a nonprofit organization that uses digital technology to advance civil liberties in Iran, whose work has been featured at the Oslo Freedom Forum and in WIREDBuzzFeed, and Fast Company. She has taught English as a second language and literacy in Washington, D.C., and Prince George’s County, Md. In her native D.C., she is an active playwright and a board member of the Washington Improv Theater (WIT).

Session Type



Tuesday, October 3
10:15am - 11:15am