Build, Launch, Engage! Digital Strategy for Nonprofits

Cheryl Fraser (@FraserCee) - Manager, ROM Web

Ryan Dodge (@wrdodger) - ROM Social Media

#cmamc2015

Agenda

1. Introductions

2. What is a Digital Strategy?

3. Benchmarking - Spider charts

4. Discussion / Break

5. Digital Engagement Framework activity

6. Discussion / Break

7. Creating an Action Plan

8. Discussion

Introductions

60 seconds or less:- Name?

- What do you do?

- Why do you need a

digital strategy?

What Is Digital Strategy?

And is it logical?

Digital strategy is an

actionable, shared, cohesive

plan for your digital activities

as a whole that is updated

regularly.Source: MCN 2014 Digital Strategy Workshop

audience engagement

interpretation

PR & marketing

education

membership

games and media

Everything is digital now.

branding

fundraising

collections

publishing

research

exhibitions

Photo: Cooper Hewitt Pen

“Digital is a dimension of

everything”

John Stack -

Tate Digital Strategy, 2013-15

How?

- activities

- content

- platforms

who?

- audience

what?

- assets

- outreach

- engagement

why?

- ambition

- goals

- values

“The problem is that nobody sees the

creation of a digital strategy as their

job, so if you don’t step up, chances

are nobody will.”—Paul Boag

Digital Benchmarks

Where are we?

Source: Nicholas Poole

Benchmarking the digital progression of your organisation does some very helpful things

in terms of your strategic development:

● Demonstrate success in terms of digital development

● Make the case for prioritisation of and investment in digital development

● Bring all of the different elements of the organisation together, irrespective of

technical skills

● Overcome the increasingly irrelevant difference between front and back of house

● Highlight why some digital projects fail (they don't key into your overall purpose)

● Promotes a virtuous cycle between the 'just do it' ethos and feeding intelligence

about impact back into the organisation

Why Benchmarking?

Developed by Collections Trust to provide a simple tool

for assessing the many dimensions of digital in an

organization:

1. Strategy

2. People

3. Systems

4. Digitisation

http://www.collectionstrust.org.uk/digital/digital-benchmarks-for-the-culture-

sector

Digital Benchmarks - Collections Trust

5. Content Delivery

6. Analytics

7. Engagement

8. Revenue

Range Statements + Spider Charts

For each of the 8 core areas, range

statements describe a scale of 0-5.

The statements you select get

plotted on a chart (that looks like a

spider web.)

Today we will look at Strategy, one

of the 8 core areas.

0 The organisation has no strategic plan or statement of mission or purpose.

1 The organisation has a strategic plan or mission which does not reference engagement through technology.

2 The organisation has a strategic plan, which includes projects and programmes, some of which make use of

technology. Digital is not fully integrated into the strategy, which is not regularly reviewed.

3 The organisation has a strategic plan, which includes projects and programmes, some of which make use of

technology. Digital is integrated into the strategy, which is regularly reviewed.

4 The organisation has a strategic plan/mission in place which references the use of digital technologies to

support core delivery, or it has a separate (but connected) digital strategy in place. There is at least one

digital champion within the senior management of the organisation. The strategic plan is regularly reviewed

and updated.

5 The organisation has a strategic plan/mission in place which integrates the use of digital technologies to

support core delivery. The digital elements of the plan are owned and championed at a senior (Board &

management) level and supported by appropriate budgets. Digital technologies are embedded across all

teams and departments of the organisation. Digital delivery and engagement through technology are

embedded within the organisation’s performance framework. The strategic plan is regularly reviewed and

updated.

Staff Volunteers

Collections Research

Building Location

Exhibitions Programs

Members

Families

Active Experience Seekers

Established Traditionalists

To foster dialogue, learning and

inspire wonder by connecting

people to the world and each other.

Develop

customized

collections

based content

Create

opportunities

for sharing /

earned media

By being

responsive &

encouraging

dialogue

- SEO/SEM

- Sponsored

Content

- #Toronto

Staff

Volunteers

Collections

Research

Building

Location

Exhibitions

Programs

Members

- Target niche communities, insert into conversations

- SEO / SEM due diligence, sponsored content

- Use collections as the base (Integrate more)

Web Analytics

Dialogue on Social

Ticket sales

Community

Alive

Surprising

Mobile web

Social Media

Galleries

Families

Active

Experience

Seekers

Established

Traditionalists

Trusted hub of knowledge

creation and dissemination in the

21st century

Activate:

Encourage

Sharing

Involve: Interest:

Create opportunities Share collections

for dialogue/input based content

To foster dialogue, learning and inspire

wonder by connecting people to the

world and each other.

Participatory Experiences

Dialogue

Co-creation

ROM Digital Engagement Framework

Action Plan

Five Things to Move Us

Forward,

at CMA and at Home

I’ll use the tools demo’d

today to:

Action Plan | 5 ways I will move forward

At CMA

I’ll listen for ideas

about:

At Home

I’ll talk to/get

feedback on:

I’ll be “strategy

buddies” with:

I’ll speak to these

colleagues about digital

strategy at my org:

I’ll read/watch/consult the

following resources:

I’ll put the following ideas

into practice:

Source: MCN 2014 Digital Strategy Workshop

A Few Ideas...● Share.

■ Create a short presentation about what you learned here. Invite your

manager/director.

■ Distribute the DEF book internally; sign up for a DEF webinar.

■ Start a strategy club. Give your manager/director reading material.

● Act.

■ Identify a pilot project, such as an exhibition, to test-drive the DEF.

■ Conduct an informal “asset audit” on your own, on-site and online.

■ Use Design Thinking strategies to “bias for action” on a project.

● Connect.

■ Find a “strategy buddy” in today’s session. Check in periodically.

■ Swap notes with local museum colleagues, here and back home.

■ Conduct empathy interviews with visitors.

Source: MCN 2014 Digital Strategy Workshop

Cheryl Fraser,

Manager, ROM Web

@FraserCee

Ryan Dodge,

ROM Social Media

@wrdodger