Faces of NEFE: Chelsea Norton, Marketing Director

Chelsea Norton, marketing director, National Endowment for Financial Education, mountain biking

Chelsea Norton works as a marketing director with NEFE. She came to NEFE after earning her MBA from University of Colorado-Boulder and worked in various positions for a nonprofit financial institution for seven years prior. Chelsea enjoys running, mountain biking and traveling every chance she gets.

NEFE: What accomplishment are you most proud of from your time at NEFE and why is it important?

CN: I think I’m most proud of how much I’ve helped us improve our Web presence. For the most part, our consumers view us through the Web. We can do all sorts of other great things—we can have really good plans in place, but if consumers can’t find us because our Web presence is not quite up to speed or if we don’t know who they are because we don’t have the analytics in place, then we can only be so effective. It’s really acknowledging what channel we deliver our content through and then making sure we show up there in the easiest and best way for people to find us.

NEFE: What personally drove you toward nonprofit and/or personal finance work?

CN: My first adult job was working in a credit union, and credit unions are nonprofit. My first role in that job was as a collector. I saw the havoc that not having control of one’s finances wreaked on all aspects of people’s lives. It was a really sad thing a lot of times. I gained a lot of personal benefit and growth from understanding what got people into those situations and being able to help them in some cases. Then I moved into lending and saw the other side of it. I learned about borrowing responsibly and the impact that access to credit can have in opening up opportunities and ultimately enabling someone to improve their lives.

NEFE: What would you most like to achieve in your time at NEFE?

CN: I really hope that I can have an impact in helping our programs and our product delivery method transition to being more forward thinking. When it comes to setting our marketing strategy, my hope is that we will be able to plan a couple of years in advance and then be able to achieve it because we can anticipate what we want to do, but also because we are assessing what we’ve done based on data to measure our effectiveness and adapt our strategy accordingly. That applies on the programmatic level, but it also applies at a technological level. We need to be able to look at trends in the analytics to identify trends in what we’re doing now and explore how we can adapt our delivery channel (the Web) as well. We need to think ahead and be able to meet our end users in the marketplace where they are. It always will be a moving target, and I think that’s the point. What this helps us do is to not just anticipate trends of isolated incidents in our programs or for our channel, but it also helps us to be more nimble as an organization.

NEFE: What is one of the biggest challenges that you’re excited to tackle?

CN: Lots of our recent research has focused on emerging adults and how a young person relates to the financial resources we have. Now we are shifting to take a look at the aging population. The population of aging adults will grow rapidly in the next decade. How do the environmental, social and economic issues we are facing today impact them? Just as it’s important to look at how the younger generation’s technological needs are changing, the same thing is happening to the older generation. It may be a slower adaptation, they may not be leaders in change, but eventually change trickles up to them and they have a very unique set of needs that make them a population that we also need to have very direct conversations with about the things that are applicable to them. I’m interested in tackling those questions about what’s unique about this sandwich generation that can affect the way NEFE converses with them.

Contacts

  • Paul Golden

    Media Relations Director

    Direct: 303-224-3514
    Cell: 303-918-3620
    [email protected]

  • Patricia (Pat) Seaman

    Senior Director of Marketing and Communications

    Direct: 303-224-3538
    [email protected]

Contacts

  • Paul Golden

    Media Relations Director

    Direct: 303-224-3514
    Cell: 303-918-3620
    [email protected]

  • Patricia (Pat) Seaman

    Senior Director of Marketing and Communications

    Direct: 303-224-3538
    [email protected]