Shonali Burke, an award-winning strategist, discusses purpose-driven marketing and the importance of measuring what matters. She emphasizes the need for organizations to focus on outcomes rather than vanity metrics and to build and maintain mutually beneficial relationships with their audiences. Burke also talks about her upcoming book, which aims to provide a non-obvious guide to public relations and communication. She highlights the significance of listening to conversations and engaging in two-way communication on social media. Additionally, she shares insights on getting leadership buy-in, using data and analytics in arts marketing, and effectively communicating an organization's mission and values.

Maria Robles Gonzalez, co-founder of Send It Social, discusses her journey into the world of museums and digital storytelling. She shares insights on the relationship between museums and social media, the value of in-person visits versus digital engagement, and tips for small museums and aspiring museum professionals.

Haydn Corrodus, a social media and digital marketing veteran, joins Warren and Andi to discuss the importance of influencer marketing in the arts and culture world. He emphasizes the need to reframe how we see influencers and the value they can bring to museums and cultural organizations. Hayden also highlights the shift in mindset needed to value online visitors as much as in-person visitors. He shares insights on building a social media team, defining success, and the power of storytelling in content production. Hayden mentions several organizations, such as the Sacramento History Museum and the National Gallery, that are doing a great job with content production.

Andi and Warren discuss the origins and goals of the ethical web collective developed by his agency, Plank. The collective focuses on four pillars: accessibility and inclusion, privacy and data, responsible development, and environmental impact. Wilansky emphasizes the importance of adhering to web standards and best practices, as well as continuously evolving and iterating on websites. He also highlights the need for ongoing training and documentation to ensure clients can maintain ethical practices. Wilansky suggests creating resources and tools to share knowledge and collaborate with others in the industry.

Warren and Andi talk with Nick Wyness, Head of Marketing at the Tank Museum, and his insights into digital engagement were truly impressive. The Tank Museum has successfully cultivated a vast online community of military history enthusiasts through platforms like YouTube, Facebook, Instagram, and TikTok.

By creating high-quality and informative content, they've fostered trust and credibility, ultimately leading to increased support and donations. Additionally, their strategic use of brand partnerships and e-commerce has been instrumental in monetizing their online presence.

The key takeaway here is that museums and cultural organizations have a significant opportunity to connect with broader audiences and share their unique stories through digital channels.

Josh Uretsky, Senior Director of Analytics at the National Audubon Society, shares his experience in using data to understand and engage with members, particularly in terms of diversity and inclusion. Josh highlights the need to disaggregate data and measure engagement rates among different demographic groups to ensure inclusive messaging. He also emphasizes the power of individual action within an organization to drive change and the importance of picking a strategic spot to make an impact. Josh's insights demonstrate that data analytics can be accessible to organizations of all sizes.

Takeaways

• Data analytics is crucial for understanding and engaging with members in nonprofit organizations.
• Disaggregating data and measuring engagement rates among different demographic groups is essential for inclusive messaging.
• Individuals within organizations have the power to drive change by picking a strategic spot to make an impact.
• Data analytics can be accessible to organizations of all sizes.

Andi and Warren host Kristen Shepherd, museum pro and now founder at Shepherd Lane & Associates to discuss the importance of visitor experience and digital engagement in museums. She highlights the challenges museums face in funding ambitious digital projects and the role of organizations like Bloomberg Philanthropies in supporting digital content creation. Shepherd emphasizes the need for seamless and user-friendly membership platforms, as well as the importance of personalization and engagement in membership programs. She also discusses the shift from transactional membership benefits to focusing on impact and storytelling.

This week, we're sharing a conversation between Andi and Andrew Mallis, CEO at Kalamuna, a web development agency that designs and develops websites with purpose.  Andi and Andrew got to spend a week at the Nonprofit Technology Conference in Portland, OR in late March.  

The conversation covers various topics such as the sense of community, the challenges of data integration, the need for accessibility, the abundance of CRM and fundraising platforms, the use of SMS in marketing, and the efforts to diversify donor bases. NTC is a recharging event for nonprofit professionals, providing opportunities to learn about new technologies and connect with like-minded individuals.

Summary
Sarah Ateek, the marketing director at the Straz Center, discusses her journey in the performing arts industry and the impact of the pandemic on the center. She shares how they pivoted during the pandemic, focusing on email marketing, social media, and virtual events. Sarah also talks about the importance of live theater and the joy it brings to people's lives. She highlights the unique team at the Straz Center, which handles marketing in-house, and the emphasis on digital marketing and influencer partnerships. Sarah envisions using storytelling and interactive content to engage audiences in the future. In this conversation, Sarah Ateek discusses her role as the Director of Marketing at the Straz Center for the Performing Arts and the challenges and strategies involved in marketing for a cultural center. She emphasizes the importance of storytelling and creating engaging content to connect with audiences. Sarah also mentions the use of AI in nonprofit marketing and the potential benefits it can bring. The conversation concludes with a discussion on the Boundless campaign and the goal of increasing awareness of the Straz Center in the community.

Takeaways

• The Straz Center pivoted during the pandemic, focusing on email marketing, social media, and virtual events to engage their audience.
• Live theater and performing arts have a profound impact on people's lives, providing a sense of joy and connection.
• The Straz Center has an in-house marketing team that handles various aspects of marketing, including content creation, PR, and group sales.
• Digital marketing and influencer partnerships are important strategies for the Straz Center, allowing them to reach a broader audience.
• Storytelling and interactive content are seen as the future of arts marketing, creating engaging experiences for audiences. Storytelling and creating engaging content are essential for connecting with audiences in the performing arts industry.
• AI can be a valuable tool in nonprofit marketing, particularly in areas such as email subject lines and content production.
• Building a supportive community within the industry can provide valuable insights and support.
• Utilizing resources effectively and being creative with limited budgets can still yield successful marketing campaigns.
• Increasing awareness of a cultural center can be achieved through out-of-area campaigns and strategic initiatives like the Boundless campaign.

Summary

In this conversation, Andi, Warren and Billy discuss the Tampa Bay History Center and its mission to reach beyond the local community. They explore the importance of cross-pollinating ideas and learning from different institutions. They also discuss the upcoming updates for the History Center's website, including teacher resources. The conversation touches on the role of storytelling in increasing engagement and the potential for emotional connections with a larger community.

Takeaways

• The Tampa Bay History Center aims to reach beyond the local community and engage people who may not have heard of it before.
• Cross-pollinating ideas and learning from different institutions can lead to better use of digital tools and resources.
• The History Center's plans to update its website with teacher resources and other features in the near future.
• Storytelling is a powerful tool for increasing engagement and connecting with audiences.
• Digital marketing tips can help increase donations and ticket sales.
• Creating emotional connections with a larger community can be a valuable goal for cultural institutions.
• Unlimited budget brainstorming can lead to creative and innovative ideas for digital marketing and engagement.