Meet Alia McKee: Web of Change 2011 Fellow

Alia McKee is a senior online communications and fundraising strategist with battle scars from years of “in the trenches” experience developing brand-perfect integrated marketing and high-engagement fundraising campaigns for non profits. Alia is a principal at Sea Change Strategies, a strategic marketing and research consulting firm. Clients have included: The Wikimedia Foundation, Amnesty International USA, the Monterey Bay Aquarium, Environmental Defense Fund, Conservation International and the International Rescue Committee among others.

Alia is a noted speaker, author and blogger. She earned her masters in Public Affairs from the LBJ School at the University of Texas at Austin and her masters in Social Work at UT Austin as well.

In her spare time, she does Bikram yoga, loves on dogs – including her own Blue Jean, eyes the latest fashions, eats oysters and listens to music really loudly.

Alia is ready to rethink audience with us this year at Web of Change:

"We are failing at relationship-building online. We’re not talking to people in a consumer-centric way and we’re treating everybody like everybody. We can create strong ties online, but it might mean prioritizing focusing on and stewarding one segment -- your tribe -- and throwing out 80% of people on your list. It’s a gutsy strategy that requires long-term vision rather than short-term gain."

Web of Change 2010 Flashback: We are of two minds: Which one are you appealing to?