Case Study: Equitable Culture Brings Results

Building a more equitable online culture and increasing engagement from diverse constituents.

The challenge: Many of the organization's key constituencies—persons over 45, female, low income, people of color—were underrepresented in online discussions and on my team. To meet engagement goals with these critical audiences, culture changes were needed.

The solutions: 

  • Developed a content strategy to consistently deliver a diverse, equitable and culturally resonant, accurate reflections of the work of the organization.
  • Executed new recruiting practices that valued experience working with communities of color as a requirement just as critical to the team's success as technical skills.
  • Expanded Spanish-language outreach on social media, email and other channels.
  • Worked with all team members to incorporate and reinforce the value of diverse representation in achieving higher levels of member engagement.