Communications professionals are faced with an ever-increasing number of ways to reach consumers online. Yet for nonprofit leaders—many of whom have limited budgets, few staff resources, and demanding volunteers—choosing among the many digital marketing options can be a daunting task. In this interactive lunchtime session, we’ll hear how thought-leading nonprofit communications professionals prioritize and strategize their online marketing. We’ll also discuss seven smart strategies that nonprofit leaders can use to generate maximum value from their digital marketing initiatives. Invited speakers include Corcoran Gallery of Art and College of Art + Design Vice President Mimi Carter; Greenpeace USA Social Media Strategist Meena Hussain; and Reingold Vice President Joseph LaMountain.

1. Pin, Like, or Follow:
A Social Media
Lunch for Nonprofit
Leaders

2. Welcome to Reingold
Our goal: To change society and
improve people’s lives. We’re a private
sector firm with a public service soul.
Founded in 1986, with nearly 100
associates: PR, Web design, digital
marketing, stakeholder engagement,
social media, creative, and more.
95% of portfolio is nonprofit and
government clients. Focus on health,
education, Veterans, transportation.

3. Today’s Presenters
Mimi Carter, Adrian Parsons:
Corcoran Gallery of Art and
College of Art + Design
Meena Hussain: Greenpeace
USA Social Media Strategist
Joseph LaMountain:
Reingold Vice President

4. Session Format and Ground Rules
40 minutes of presentation, 20
minutes of Q&A.
Please feel free to ask
questions during the session.
Presentations will be posted
online for downloading.
Please stay after the session
for informal networking time.

5. Mimi Carter Adrian Parsons
VP, Marketing and Social Media Project
Communications Manager
The Corcoran Gallery of Art and College of Art + Design

6. Corcoran.Social
getting there+strategy

7. Our Marketing Goals
The Corcoran marketing
department has three goals:
1. Increase attendance.
2. Increase applications to the
college.
3. Increase revenue through
events, tickets, membership, a
nd donations.

8. The Role of Social Media
1. The social media strategy has
to meet those goals.
2. The social media strategy has
to be measured by those goals.
3. The social media strategy has
to include “calls to action” to
achieve those goals.

9. Our Social Media Properties
Facebook Fans Twitter Fans
Corcoran Gallery of Art and College of Art + Design 11,487 @CorcoranDC 4,721
Corcoran College Alumni (group) 617 @ToddGraysMuse 238
Corcoran College Alumni (page) 368 @corcoranlibrary 130
Corcoran Alum (person) 359 @Gallery31 104
Gallery 31 288 @CorcAP_DC 40
Corcoran College of Art + Design Office of Student 169 @CCADadmissions 24
Affairs
Corcoran Design Lab 115
Corcoran Association of Photojournalists 117
Corcoran Student Housing 106
CCAD Design Department of Arts and Humanities 106
Career Services at CCAD 98
CCAD Writing Center 61
CCAD Center for Learning & Wellness Resources 44
CCAD Office of Admissions 27
Corcoran ArtReach 15
Israel Study Away CCAD 10 3/15/2013

10. STRENGTHS WEAKNESSES
• Private institution with • Lack of continuity or
ability to offer a progressive coordinated effort in social
Corcoran: SWOT Analysis
voice strategy
• Range of high-value • Not optimizing produced
content already being content for “digital world”
produced • Not delivering effective
• Reputation of Corcoran and user experience online
surrounding networks • Digital activities do not
• Access to unique people successfully support three
• Lack partners to invest same
and capacity main calls to action
• Departments across
resources in social organization already using
campaigns as other social media as a tool
institutions • Transformative space (new
• Shift in target audience site, building
acquisition opportunities from announcement, etc.) offers
offline to online, must go good time to establish new
where your audience is brand presence online
• Without measurable • Implementation of
outcomes institutional
THREATS
support of investment will be OPPORTUNITIES
enhanced analytics to

11. value assets
Members & Donors curators
design &
staff
building experiences
ART
reputation
D
programming
C
artists
faculty &
students

12. WHAT PEOPLE
WANT:
Audience interests
1. THOUGHT
LEADERSHIP
2. EVENTS/EXPERIENC
ES

13. COLLEGE
recruitment+events
portfolio days
GALLERY
Things we’re already doing…
social
email marketing
exhibitions+curation
video production (formal)
coverage student
video coverage (informal)
work/exhibitions photography coverage
Faculty in Focus livetweet/livestream
student services interactive experiences
career development writing/profiles/interview
portfolio reviews press kits
collateral design + production
lectures email marketing
paid advertising (digital + print)
study abroad
social
visiting faculty
events (lectures/education,
exhibitions, social/parties,
fundraising)

14. Us & Them
Twitter Talking Klout
Followers Tweets Following FB Fans About Check-in Score
MoMA 1,196,753 2,243 3,413 1,100,000 16,819 296,076 82
Smithsonian 785,787 6,759 136 174,247 2,599 78,332 73
Tate 749,589 4,394 875 464,810 21,371 60,696 86
Guggenheim
Museum 684,770 5,362 3,508 375,743 11,170 81,643
Met Museum 506,150 5,559 1,152 745,951 40,390 363,527 72
SFMOMA 358,945 5,667 244,765 90,674 1,527 31,206 82
Walker Art Center 344,239 5,121 436 44,206 1,253 14,977 55
LACMA 323,819 3,565 20,358 103,507 3,783 155,155 73
V&A London 163,584 5,232 1,107 197,096 5,993 109,712 72
The British Museum 124,387 3,572 673 231,771 7,978 225,698 88
The Walters Art
Museum 113,404 7,249 2,976 7,971 245 5,224 80
Hirshhorn 25,162 3,342 4,551 16,501 850 22,639 63
The Phillips
Collection 9,639 2,034 1,779 7,533 310 4,446 59
Corcoran 4,721 3,201 455 11,482 218 3,993 65
AMA 499 196 329 1,727 70 725 45

15. #musesocial Chat

16. Our Social Media Mission
TO
CREATE
ONLINE
SPACES
AND
EXPERIEN
CES THAT
ENGAGE
PEOPLE IN
ART &

17. How do you prioritize?
• Provide a space to convene discussions
The NEW and host content relevant to the
Corcoran blog, institution and art world more broadly.
titled • Maintain a centralized place that
aggregates the diverse voices and
“UNVEILED,” offerings of the institution.
will… • Produce interesting content that can
build our reputation and brand.
• Build awareness and enthusiasm around
institutional offerings and drive success
conversions.

18. FB-
admission
FB-
undergrad
FB-
student
services
casu
[facebook
s
al/util
] FB-grad
[pinterest] [facebook ity
]
CURATION site
CONTE
NT
[tumblr]
#corcoranart CREATI
= cultured, ON
social lifestyle
CURATION
(blog)
blog
[instagra
m] [instagra
#corclife
The system
m]
= young
[twitter] contemporary
artist lifestyle
[twitter] 1
thought
leadership/

20. COLLEGE GALLERY
What success looks like…
Objective: Increase gallery
Objective: Increase visitors and new members
applications Goals:
Goals: 1) Source visitors and memberships
1) Source prospective students from social channels
from social channels 2) Increase awareness of Corcoran
2) Increase size of prospective events and experiences by
student social communities increasing reach of distribution
channels
Objective: Engage student
communities
Objective: Establish Corcoran
Goals:
Gallery as recognized thought
1) Establish high-utility channels for
communicating with students leader
2) Curate enriching digital spaces Goals:
for student expression/ 1) Curate enriching digital spaces for
involvement
art enthusiast and thought leader
interaction

21. Meena Hussain
Social Media Strategist
Greenpeace USA

22. Greenpeace USA

24. =

26. Twitter
• Networking Tool: Amplify
• News + Blogs

27. Brand Identity

29. How do we run things?
• Global and local campaigns
• Global and local social media assets
• Coordination during global pushes
• Greenpeace USA, day to day:
o Posting in the same voice: theory of change
o Interns, new ideas, trainings

30. Overall Strategy
• Update Facebook every hour or two
• Twitter output depends on news/blog
content
• Tumblr is a slow burn
• YouTube, Google+ connection
• Trying to be consistent (it can be tough!)

31. Keep in touch!
@meenazahra
meena.hussain@greenpeace.org

32. Joseph LaMountain
Reingold VP of Associations
and Nonprofits

37. 7 Smart Strategies for
Successful Digital
Marketing

38. Strategic Overview

39. Strategy #1 – Align
 Digital communications don’t exist
in a vacuum. They should lead to
the achievement of goals.
 “We need a Pinterest page” is not
a good enough reason. What are
you trying to achieve?
 Use the online tools that help you
best achieve your goals.
 All online properties should have
consistent messaging/branding.

40. Strategy #2 – Design
 Design is critical to website and
social media effectiveness.
 Enhanced usability can increase
time spent on site and provide
more opportunities to engage.
 A small change in design can lead
to a huge increase in conversions.
 Slightly modified design resulted
in a 20% increase in conversions
and 18K more allergist searches.

41. Strategy #2 – Design
A Small Improvement in Conversions Can
Lead to a Giant Increase in Compliance

42. Strategy #3 – Content
 Must be current, relevant, and
engaging for target audiences.
 Needs to align with the keywords
people use to find you (SEO).
 The more times those keywords
appear on your site, the better your
“organic” search results will be.
 Authority matters. Increasing the
number of quality inbound links can
improve search engine rankings.

43. Strategy #3 – Content
 Reingold created SEO strategy for an
American Orthopaedic Society for
Sports Medicine campaign.
 Created the website and infused its
content with the target audience’s
five most popular search terms.
 Also generated more than 5,000 links
to the site to boost authority.
 Attained No. 1 Google ranking for all
five terms within 18 months.
Previously none ranked in top 100.

44. Strategy #4 – Keyword Purchasing
 Target specific terms people use
to find you and locations.
Additive to SEO.
 Pay per click so you only pay
when people enter your
conversion funnel ($2 per entry
>> $50 avg. donation >> WIN).
 Thousands of impressions of your
name, website, and text help
build awareness.
 Google AdWords offers nonprofit
grants of up to $10K/month.

45. Strategy #5 – Social Media
 Robust social media is key to
generating websitee traffic and
engaging with key audiences.
 It’s worse to have a site that’s not
maintained than no site at all.
 The purpose of social media is not
to have megaphone or platform to
talk about yourself. (BORING) It’s to
have a discussion.
 LinkedIn is a great vehicle to reach
audiences (AEDP).

46. Strategy #6 – Remarketing
 Show ads to people who
previously visited your
site—your best audience.
 Deliver cookie to everyone
who has visited.
 Pay for each click into your
conversion funnels.
 Publicize meetings,
membership, donations,
Also gain thousands of impressions and advocacy.
for name, image, and text.

47. Strategy #6 – Remarketing
 LinkedIn and Facebook offer
remarketing opportunities.
 Match your members’ email
addresses to existing accounts
and remarket with ad content.
 It’s a great way to engage
members when you cannot
send them an email.
 Drive them directly into
conversion funnels; gain
additional awareness among
key audience.

48. Strategy #7 – Analytics
• Best thing about online outreach is
that everything can be measured.
• You can real-time test how different
designs, keywords, and paid
advertising are performing and then
improve them.
• Measure ROI of remarketing. If each
$1 click leads to an average of $50 in
sales/donation, that’s a huge win for
your organization.

49. Question-and-Answer
Session