Claire Darby Digital Strategies

Claire Darby
Digital Strategies

● Digital Strategy & Execution ● Audits ● Online Advertising ● Capacity Building ●

I’m a Washington, D.C.-based digital communications strategist with 15+ years of experience helping mission-driven organizations use digital tactics to engage their audiences. As a former union organizer and filmmaker, I’m an expert at using storytelling to inspire people to take action. I work with unions, non-profits, advocacy groups and electoral candidates to help them raise awareness, grow their membership and mobilize supporters to win on their issues.

Services

Audits

The best place to start when building a digital strategy is to know what’s already working—and what isn’t. Whether you’re looking for help improving your ad campaigns, email programs or social media, I can analyze your data and deliver a report that will serve as a roadmap for how to make your digital program the best it can be.
Online Advertising

I create digital advertising campaigns that will help you reach your goals, whether you want to elevate your organization’s brand, educate and engage your supporters, or drive action in a key campaign moment. My services include media planning and targeting strategy, ad creative and copy development, ad execution, optimization, and reporting.
Digital Strategy and Execution

I specialize in developing and executing comprehensive digital strategies that drive results. Depending on your needs, I can design a multi-channel digital communications strategy that reaches your audiences and helps you achieve your goals, help you fine-tune your existing plans, or support on the execution of the tactics that will bring your plan to life.
Capacity Building

If you’re looking to improve your or your team’s digital communications, I provide one-on-one coaching and run trainings to empower your team and level up their digital skills to drive greater impact for your organization.

Projects

Below is a sampling of the projects I've led which demonstrate my expertise in digital strategy and tactics.

Colorado Workers for Innovative and New Solutions (COWINS)

Working with COWINS—the union for state employees in Colorado—and a team of strategists, I developed and executed a digital organizing strategy that included paid media, peer-to-peer and broadcast texting, and a segmented email program that educated state workers about the benefits of a union, identified possible supporters and moved them up a ladder of engagement, built worker power and ultimately helped state workers win their first ever union contract.
+More Perfect Union

For More Perfect Union, I conducted an audit of their Google search ads program to determine what was working and where there was room for improvements. Based on the findings of the audit, I optimized their ad sets and keywords, re-wrote their ad copy, and identified and built out new ad sets and keywords. In the first month after deploying these changes, the account saw a 245% increase in impressions, a 44% increase in click-through rate and a 17% decrease in the cost per click.
Southern Environmental Law Center (SELC)

Over the course of several years, I ran dozens of digital advertising campaigns for the Southern Environmental Law Center. The campaigns helped them build brand awareness, raise money, and drive thousands of supporters to take action on important environmental issues like stopping offshore drilling and stopping construction on the Atlantic Coast Pipeline. My work included media planning; staging ads on Facebook, Instagram, LinkedIn, Twitter, Snapchat, and Google; and regular reporting and optimization of the ads’ performance.
WeVision EarlyEd

Working with the Bainum Family Foundation, I led a team of strategists and designers to develop and execute a digital strategy for launching Bainum’s new early childhood education initiative, WeVision EarlyEd. Our work included writing and building a website, creating an ‘explainer’ video about the initiative, setting up social channels and developing a social strategy to guide ongoing content creation, drafting social media to announce the launch and running a targeted digital advertising program to reach and engage Bainum’s priority audiences of policy makers, parents of young children, and early childhood educators.