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03-09-23 NOVA Seminar Series
Whiteford Taylor & Preston, LLP
3190 Fairview Park Dr, First Floor Conference Room
Falls Church, VA 22042
(703) 280-9260
Thursday, March 09, 2023, 8:45 AM - 11:00 AM EST
Category: Events


Thursday, March 9

Offices of Whiteford Taylor & Preston, LLP

Falls Church


Jumping In Puddles: Using Data to Better Inform Decision Making

Remember being a kid during a heavy summer rain? You pulled on your boots and ran out in search of puddles to jump in. So, why as nonprofit leaders, do we fear the data puddles lurking in the corners of our organizations?

Alex Mouw, Principal Strategic Advisor at Amazon Web Services (AWS) explores the concept of data puddles. You’ll recognize them as decentralized repositories in your AMS/CRM, LMS, Excel spreadsheets, registration data, website logs, email clicks, and rogue databases. She will examine the causes of these distributed data sets and their impacts on our organizations. She 'll also share tips for data management success, including:

• Analyzing data across different sources to better understand member history, needs, and trends
• Using AI to predict what's going to happen (churn, renewal, registration, giving)
• Segmenting data and personalize member interactions to provide more relevant calls to action
• Exploring ways to monetize data to create new member value or products


Format: In-Person Only
Domain: 3 - Organizational Strategy


Blue round CAE logo 1.5 CAE Credits

Limited to association professionals, AMCs and event sponsors


Thank You to Our Sponsors!






Alex Mouw, CAE

Principle Strategic Advisor for Membership & Charities, AWS Nonprofits


Alex Mouw’s professional mission is to provide knowledge that empowers non-profits to make better digital technology decisions, facilitates mission achievement, and accelerates goals. Alex grew up in associations and followed her parents (who founded the Computer & Communications Industry Association in 1972) into the association community more than 20 years ago. Her early interest has evolved into a passion for helping non-profits leverage strategy and diverse technologies to achieve their individual missions.


Today, she serves as the Principal Strategic Advisor for Membership Organizations and Charities at Amazon Web Services (AWS) – Nonprofits. When not working, Alex shares her love of hiking and traveling, cooking, and checking out local breweries with her husband and two teenage sons.



VSAE Executive Members - $15

Non-members - $25

No refunds for cancellations. Substitutions encouraged.


Schedule (subject to change)

8:45 - 9:30 a.m. - Registration & Continental Breakfast

9:30 - 11:00 a.m. - Seminar


Covid Safety

At this time, no proof of vaccination or negative COVID test is required to attend, and masking is optional.  If, after registering, you test positive for COVID or are exposed to someone who does, notify [email protected] in writing for a full refund.  Read our full COVID policy 

Contact: Pamela Flynn | [email protected] | (804) 249-2244