Content strategy & communications

Unite people and insights to build an engaging content strategy

This interactive and dynamic session will use the case study of how moving from a socioeconomic audience approach to a motivational, persona-based framework allowed MSF to improve their existing channels to engage, mobilise, and collaborate. The change went beyond traditional A/B testing and opened up a broader range of possibilities and gave the team a closer understanding of what drives people.

Taking these insights as a starting point, the masterclass will dive into how the team built a tailored content strategy; raised MSF’s voice using brand-new channels and tools like TikTok, WhatsApp, and chatbots; improved ways of working with transversal teams, structure, and vision; and created a data-driven culture by evaluating KPIs to be agile, flexible, and provide fast learnings.

Who is it for?

Fundraising and comms professionals who want to improve how they communicate with and engage their supporters for greater impact.

Learning outcomes

  • Discover how to build out your own content strategy
  • Improve your ways of working
  • Learn how to create personas


Aida Vinyes
Head of Digital, Médecins Sans Frontières
Ariane Basaguren
Journalist & Content Designer, Médecins Sans Frontières