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Nonprofit Radio for August 24, 2018: Your Website Redesign & Overmarketing

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My Guests:

Oren Levine, Lisa Ghisolf, & Emily Patterson: Your Website Redesign
It’s your step-by-step guide to a website makeover. Let’s include gaining stakeholder support, managing contractors and using data to drive better engagement. Our panel from the Nonprofit Technology Conference is Oren Levine with International Center for Journalists; Lisa Ghisolf with GizmoCreative Factory; and Emily Patterson, founder of BeeMeasure.

 

 

Amy Sample Ward: Overmarketing
Amy Sample WardIt drives Amy Sample Ward bananas. Let’s talk through her issues and preventative measures. She’s our social media contributor and the CEO of NTEN, Nonprofit Technology Network.

 

 

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Oh, hi, hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent on your aptly named host. Oh, i’m glad you’re with me. I’d be thrown into a habit ood if you told me the dull idea that you missed today’s, show your website redesign it’s your step by step guide to a web site makeover let’s include gaining stakeholder support, managing contractors and using data to drive better engagement. Our panel from the non-profit technology conference is orin levine with international centre for journalists. Lisa gets off with gizmo creative factory and emily paterson, founder of be measure and over marketing it drives amy sample ward bananas let’s talk through her issues she’s, a social media contributor and the ceo of n ten non-profit technology network i told you to, i’m wagging my finger, responsive by pursuing full service fund-raising data driven and technology enabled tony dahna slash pursuing capital p well, you see piela is guiding you beyond the numbers. Weather cps dot com bye tello’s durney credit card processing into your passive revenue stream. Tony dahna slash tony tello’s on by text to give amglobal donations made easy text npr to four, four, four, nine, nine, nine here is your website, redesigned from non-profit technology conference. Welcome to tony martignetti non-profit radio coverage of eighteen ntcdinosaur non-profit technology conference. We’re hosted by the non-profit technology network, coming to you from new orleans in the convention center. This interview, like all our eighteen ntcdinosaur views, is sponsored by network for good, easy to use donor-centric software for non-profits, i guess now are orin levine, lisa gets off and emily patterson, or in his director of innovation at the international centre for journalists. Lisa is founder and creative director at gizmo creative factory, and emily patterson is founder. Be measured that’s b e like the insect welcome buy-in. Your seminar topic is gourmet taste on a pizza budget. Tackling a website, we design for small non-profits, and i noticed that in your session description, use the word small three times. That’s perfect for non-profit radio because our twelve thousand listeners are in small and midsize non-profits. So i don’t have to admonish you or remind you even taylor, your comments too small and midsize or no, i don’t, because it’s, you’re right, it’s in your dna, it’s in the dna of your workshop topic, anyway, get carried away. Personal. Okay. What what are the challenges? Let’s, start down there with emily on the far end? What are the challenges with website redesign? Hyre? Definitely, i compare website redesigns, teo doing laundry, at least at my house. Okay, that it’s something where it feels like you put all this work into it, and then when you’re done well, there’s a whole new basket of laundry, and you need to start all over again. Yes, it’s, a project that it could take over here and then it’s. You know, another year passes by and it’s, time to start redesigning your website all over again, because technology and trends change so frequently, something you have constantly have to keep up with. What do you part of what you described way? Have you done your workshop yet, or it’s coming? No it’s tomorrow at one thirty and that’s a preparation for you? Okay, she’s like a batting range, putting, putting green. I don’t know too much. I don’t be doing sports analogies that that was a mistake i don’t anything about. I don’t know anything about either of those sports, football or tennis, so okay, what do you need? What do you need to have in place? Could we start with you? Lisa, can you could you adjust that one? What do you need to let in place? But think about before you embark on hiring someone to do it or doing it in house? What do you need to think about? You really have to think about weirder site is now and if it’s working for you and if you comptel, if it’s working for you, since we generally have analytics, but also are you getting the results that you want out of it? Are your constituents getting what they need out of it all of that kind of thing? And then it’s just improving upon what you have if its content or design usability, all of those things, okay? Or you want to add wear at the pre stage now, exactly. And this is in some ways where the small comes in, because one of things your back of your mind is, is what resource is do you have realistically to approach the project, which will probably be less resource is than you would love to have? Especially if you know you’re looking at other websites and say, oh, i’d love to have a website like name your large corporation here and because you’re not small non-profit you can’t. And in addition to the questions, lisa was passing one of the question, in fact, you need to ask is, you know, why do i have a website at all? You know, it’s really gets down to what am i doing? I’m murcott what’s the purpose why do i want people to visit me in the web but who’s coming to visit? What do i want them to do when they get there? And by being really careful about asking those questions that helps you match what you could do there to the limited budget you’re going toe? How do you overcome this stick of the orange? How do you overcome not knowing what could do? It is not your site is not doing it now, but it could, but but you don’t know. What it could do because you’re not already exploiting that. How do you feel that gap, that knowledge gap? Well, it’s ah, sort of a balance between what what it’s already doing, what it could do and what you wanted to do. And a lot of what we talked about in our own organization was trying to distill down of all of our laundry list or went backto the laundry analogy, a laundry list, emily’s basket wish list of all the things you wanted to do or could do or might do an ideal world. It’s really important to try to focus down on a few very, very critical things that you want the website to do. Focus your efforts there that both helps focus the minds of the people who are responsible for the website and then focusing your budget on a realistic set of goals you can achieve. So you might brainstorm and then and then and then focus exactly two realities. Okay, okay. See about something else you pledged to cover in your workshop. Hold your feet to the fire. Think about who to hire. Whether you need is who wants to take this one first? Whether. Whether you need expertise, we don’t necessarily have to go in line. One, two, three, three, two, one, which i don’t i don’t like that, but we can now for now anyway. There’s soup for now, but i’ll bring it up if we keep up with us whether whether you should a lot of small orcs probably do need help, right, then we’re gonna need some technical help. This website project definitely on dh speaking as a designer and developer, generally i come in when they don’t have those resource is on staff, or if those people are overwhelmed and speaking to lauren’s point, sometimes you can brainstorm with those people and find out exactly new things that you may not be aware of ways that you can integrate databases better, etcetera on improving communication. So, you know, so much of it is just what you’re re sources are and what you’re willing to put forth. So you’re often in the role of having tio make the expectations fit the budget. Yes, we can’t do that yet. I know you would love to, but if you want to do these other things that you said were playing top three priorities. And we can’t do this. You can’t have six priorities. Yeah, i’m a big believer in phase development, so if you could do it in six months, then we’ll do it in six months when it’s more feasible. Okay, how do you, uh, how do you message that reduction down, too of reality when it when you’re talking to the ceo executive director? Oh, gosh, i mean, i basically put it the exact same way that we can do this in six months. We can still make it happen with the budget that you have, but if you want to put more towards that, then of course, we could make plenty of things happening now, so okay, so bring it down. Arika money. Yes. Way to spread it out. You can have it, but it’s gonna take longer. Okay? In fact, one of the things we talked about in the session is sort of tricks. I learned i was emily start going out orders don’t get going out at one point, i want i want to head over to emily because she’s really the expert on how to manage to ceo seo, i’d better let her speak for that. I’m not going sequence. I don’t want you to continue, okay? My my one question is that one of the now now a great host, it’s time for a break, pursuing their newest paper is pursuing e-giving outlook it’s a roundup of all the fund-raising data that you need, they took the latest fund-raising reports boiled them down to the essentials into a concise content paper, plus there’s a video archive of the weapon, or that they did around this whole subject. It’s, an ensemble piece, paper and webinar both on the listener landing page. Tony dahna slash pursuant capital p for please now, back to your website redesign say something talk emily yeah, it was like they had a message to you, ceo message manage expectations about the top level uh, so i think one of the things that people don’t realize, especially at the top level around website redesigns is just yeah, how much, how much work and how much? And thus time and money is involved, and i think having teo yeah, message and set expectations around that is a big challenge buy-in vices that i’ve worked and now in a zoo independent consultant, my point of contact is typically, you know, you’re marketing director or your communications person who have, who handles all of communications and all of fund-raising so kind of a mid level person and being able to work with them to help them set expectations with there with their boss around the web website, because i think a lot of a lot of executive directors, you know, they’re a little bit detached from the project and, you know, they’re looking online, and they’re seeing all of this awesome stuff that other organizations or, you know, even for-profit companies are able to dio and they don’t realize, you know how much time and money needs to go into that. I’m going to pick up on on emily’s point, that becoming the position of being the non-profit that’s working with cos, you know, we were designing the web site, and one of the things we try to make sure of is we knew internally in our own organization who who is responsible to make the final decision so that, you know, family’s talking the communications director, she needs to know that when the communications director says we’re not going to do this, then hearst boss is not going to come down two weeks later and say, well, actually, we are let’s keep that anyway, because that’s, how you lied to basically blowing your budget and changing your plans. So it’s, very important as an organization is a nonprofit taking on the project to be clear in advance. Who are the decision makers? Who are the real stakeholders, who is going to make the decisions and who needs to stay out of the way? That’s perfect. So who should be let’s? Go to you family? Who should be part of this design team? I mean, i think having one clear a person who is ultimately one person is in charge. Yes, having been in the position where three people are making the decision, you know that doesn’t really work. So ultimately one person has to have the final say. So we are we are not doing this, but i think lots of people should be involved and be able to have their input because you will otherwise get in this situation. Where oranges years, months later i don’t know. How’d we get this? Yes or no? You roll that definitely derail your project. If all of a sudden you had someone pop up and say hey, what happened? Teo x y z i thought we were doing this, and then as a consultant to be the person who says, oh, sorry, that’s not in the budget, i think it’s so we need to think through in the beginning stages, who are the stakeholders? So but with the web, but at our website affects everybody. Lisa, how do we decide whose we can’t have too many people in the process? I already said that how do we decide who should be part of this process and who should be sidelined? A big part of that for me is design theory. Tio it’s basically starting off with talking to all of the people who are going to be using the site. So if it’s one person from the board, one person from the staff, one actual end user, et cetera, and they don’t necessarily have to be people who are involved in the decision making part of it. But fighting out how they actually use the site and how they would like to use the site and how it all fits into the overall organization makes a huge difference in the end result and how successful it is, okay or anything you want to add to this? Yeah. And that’s another reason why inside the organisation it helps to have somebody you can sort of manage some of those relationships internally in some ways be a bridge between the organization and the external party. I in some ways fulfill that role in my organization. I’m not responsible for the site, partially because i have experiences a web product manager, i’m ableto some ways mediate, i suppose, between some of the internal forces intentions and our external external vendors, and that makes life easier for them because they have fewer people to talk to, and we’re clear decision making it makes life easier for us and that we’re able to resolve some of our issues ideally before we start having to pay for it’s going to more detail on this, managing the contractors or contractor whatever that is doing the process. Emily, you’ve got something you want. I was going to say that i think having your communications director or someone at that level lead the project is a good call because they’re in a role where they khun both understand more closely, like the technical side of what we’ll need to go into this because they’re close enough. To the project, where they might be in a role where they’re updating the website. But then there also. Removed a little bit from it and more into the business side of things where they can understand the bigger picture and the business decisions and the important role that stakeholders play. Where i think if you put the website in the i t department and have that management come from that side, they might spend more time kind of focused on how is everything working exactly and ignore the business side of war on the into the code? Okay, okay, let’s, let’s talk more about managing the contract with doing this project for us out. How do you? How do you like to be managed? I don’t like to be managed, but well, essentially the biggest thing is always communication on both ends of it and setting expectations. Some people love to talk only via email, some are i need to get on the phone with you to make you understand this and it’s an inter generational thing, it’s just it’s. Everybody certainly has different feelings on that bye, setting up expectations of how often we’re going to talk, how we’re going to talk, how we’re going to be managing all of these assets, all of these things that makes things so much easier down the line, and you don’t have developers who disappear or gaps in knowledge where well, we have no idea where we’re hosted right now, which is a huge deal, because so many people don’t really know all their passwords and everything. So let’s, let’s move to something else that you were are going to cover tomorrow. Use of data, you said data tio dr better flew and better engagement. Who’s the everybody plays family, right? Emily, you’re got two thumbs pointing to you. Yes. Yeah. That’s. The data portion of it is really my specialty. Okay, so we’re going to talk a little bit about what the stakeholder they wrote to me in for the stakeholder section because i had had this other presentation that oren saw where it was about using data to kind of manage people’s personalities, but definitely needed to manage personnel. That was that was different. There was somewhere else. Yeah. Is that another? Another kind of interested? Okay, about how you can take the day that you collect and then use it. Tio appears the different sort of questions and issues that pop with your different stakeholders, but definitely before you embark on your redesigned some suggestions about, you know what sorts of data people should look at, a lot of it depends on what sorts of issues pop up with your various people who are involved. I really kind of feel like there’s kind of three basic types of issues that it will happen, you know, there’s the sort of person who doesn’t you might have it from your executive director or from another person, your organization, they don’t necessarily want to spend any money, so helping to make the case that we need to make this investment and we need to invest in better technology, you can use your your google analytics user testing surveys a variety of different things to get a good picture of what’s going on with your audience because who’s using your website is not necessarily reflecting the needs of the person using your website isn’t reflecting. You know the needs of the people in your audience, they’re not in your office, they’re not the same. Okay, what else about data? I’m so you also get the person who is has all the fun ideas, maybe, you know, reads a lot of things. Online about the latest trends, and we need to have this widget and that widget and helping them get a good perspective on, you know, what’s really going on with our users where we really having problems with our site right now that definitely need to be fixed in the in the redesign, you can use google analytics things like back-up they have a funnel feature to see you. Nowhere in your process is people you’re losing people dropping out, leaving your side, and then i love surveys and user testing as a way to hear from riel people how frustrating it is for them to use certain functions on your website. So who would you send those surveys to? Is that that cut across all your constituents metoo donors, board members, people who are engaged, engaged with your programs, receiving your service is all those people get survey like that? It depends. I’ve done ones on the website, which i think are nice. Google has ah, very low cost pop up sort of survey you may have seen them before that you can answer a couple questions, and then there’s typically kind of an open end response, which is a great source for people’s france. Ok, things are kind of questions. Do we ask? You can certainly ask about user rolls if you want. If it’s important for you and your your website to understand who’s used what constituency you would word it this way, but what constituency they fit into. We’re delivering services, etcetera. Okay. What? What else do you want to find out? That’s? Fine, but you could totally keep it super simple. And just as something like, you know, what brings you to the site today? Are you satisfied with your experience? If not, you know what recommendations do you have for us? Those three questions? I think we’ll get you a good picture of what’s going on. I mean, i’ve had guests on who say the best survey is, like, five fewer questions. Oh, yeah, definitely. Okay, so short is not problematic. It all it’s preferred? Yeah, especially if you you know, you’re kind of you’re popping up at them. They’re coming to your sight because they’re trying to do something else. So you want to keep the survey short because you’re kind of interrupting their experience? What else can wait? Talk about around this? You’re going, you’re going to feel ninety minutes tomorrow. Well, let me add another more point about data again. I’m coming at this from persuaded emily. So i thought the data when emily stop, okay or you can talk about data. Whenever we took a breath, i thought that was the end of the day that i could talk for days about data e talking about okay, just the one small point i wanted to make again back to managing expectations, it’s away to also manage expectations your stakeholders had about people who are wedded to. We’ve always had this section on the website i love this information is valuable and it’s useful to be able to go to analytic state and say twenty, people visited this page in the last five years. We don’t need it. Okay? Spell, myth it’s also a legacy pages that people are tied to strongly, but nobody else cares it’s also testing out processes to like, how long does it take someone to actually make a donation or to find the volunteer form or something like that? Does it take to long for them to get there and they get tired of it? And they just leave, or does the executive director have an idea that they love this particular feature, but no one’s clicking on it or they wantto accident actually everyone’s clicking on it. And we don’t know that unless we actually get true user data, so it helps it. A lot of scenarios are based in reality. You know, the numbers no like yeah. All right. Uh, okay, so we still have you just took it five or six minutes together. What else can we talk about on this topic website? Redesigned. You promised a step by step guide. We missed any step. Well, there’s, plenty of stuff. Cemetery. Alright, so name some names, something we haven’t talked about it content auditing of your current site. So actually, i’m going to cut you off there, like three or four sessions ago, we talked about content, name another one and another step way of linking on it that we haven’t talked a lot of sessions, police about post launch care and the whole yeah, because to me kind of the laundry analogy to but to me, a website is a living, breathing thing. And just because you’re done with it, because it launched does not mean that it is done. You need to keep feeding that for google to pay attention to and for your users to pay attention to. You also need to be aware of the ongoing costs of maintaining the site and keeping it secure. Ilsen and already you have a laundry. Now you wanna bring laundry and maybe a lot of what you want. I’m thinking more about sort of laundry all of a sudden, you know, chris created out of no where in your hamper, because what happens is part of the consequence. If you’ve been really successful, i think in managing expectations and limiting the scope of your redesign and coming up with a very clean site, that means there are going to be items that fell off the must have list that are now on the might have list or nice to have list, but after launch that’s an opportunity to sort of incrementally add in some of the things you may have wanted to do earlier as budget becomes available. That’s part of what lisa was saying about it’s, an ongoing project not only maintenance but ongoing improvement i remember, but i used to work at a large non-profit before people with sort of a background in your television program, you would say that keep iooking cleanse the website done, and i think least i mentioned at the beginning of our talk it’s never done that’s an ongoing lisa, do you see? Oh, our emily also commonalities around things that people want but don’t really need or, you know, durney generalities about things that they say is a top priority, but really it’s, not any any generalizations you could make around that. How about home paint sliders? I was just thinking that way, but everybody loves big sliders, right? No one clicks on them. They really don’t know. They don’t stop it to go back. So many guys attract many home page sliders. Yes, they get teo slide too, i think. Yeah, they and then they go to what they really want. Okay, i think people, maybe this is at least as different impressions. But i think there’s just too much emphasis and too many politics around the home page and what goes on on the home page because most sites people are coming in sideways, you get a lot of people coming in. From search, especially if your sight is well designed and has, you know, all the ceo best practices. People will come in to your bog post or to your content pages, and they’ll never see your home page. And so in projects i’ve been involved with, the home page gets very political and can stall things. Okay, that’s, old thinking that everybody’s coming directly to our our main, our main domain. And everybody wants a piece of it. Yes, there’s a lot of fighting about. Okay, so you are generalizing about okay, george, as i was going to bring this up before, but yeah. There’s a lot of oh, you know, my department needs to go on the home page. This is very important. Very important to this organization. All right, all right. What else could we were going to flush out? A little bit more? Got another couple minutes left. What one thing is, i was going to advise i came up with a bunch of sort of tips and tricks. If you’re inside the organizations that have ways too, to keep your stakeholders, i was going to use the word under control. But that’s a bit of a loaded term, but back to the prioritization, you know, prioritization is really critical, you know, making those choices about what you want to do and there’s been lots of cases in several projects i’ve worked on when you know your stakeholders might have a long list of things they want to do. And as somebody who’s running a project it’s really important to learn how to say pick one really focuses the mind i sway for, you’re not going to need that. That sort of thing to really help helps sort of focus the issue. Everybody gets one right, you could. You could name as many as you like, but you’re gonna get one priority. Okay, okay, yeah buy-in talking to clients. I used to say to people, you know, we can do this, you know, or we could do this and that response, wass, what can we do both. So i have learned to rephrase it and say, here are three options, pick one, okay. We asked what you, uh so what do you love about the work that you do? You know, organizations i work within cos they’re so wide ranging that it always amazes me what you can learn, what you can pick up and all of the commonalities of them too, you know, there there’s so many things that they’re all trying to get across, even if they’re a tiny little organization. So it’s, um, and making a difference with it with the actual and product from what they can about you are what you love about this work. I think what’s really interesting about the work is one year’s going setting off on a website redesign you think you’re doing a technology project, and it almost inevitably ends up being a management project because i think we’ve alluded to it before that the company’s your organization’s website is really related to how it’s organised how the organization works and you end up sometimes having more conversations about how the organization works and how we’re running on what our strategies then, about technology, about the actual some introspection. Okay, emily, i’m gonna give you ten or fifteen seconds. What do you like? What you love about this work your work about the work that i d’oh. I mean, i like that it’s always changing. I specialize in data stuff and it’s a field that’s constantly evolving. So i like that aspect of being able teo, keep up on it and always be just like our websites. Yeah, conley evolving. Always changing. Never finished. All right, they’re orin levine, director of innovation at the international centre for journalists. Lisa lisa it’s. A guess off. Yeah. Sounder and creative. Director of gizmo creative factory and emily paterson, founder of be measured. Thanks so much for being with us. I think this interview like all of them here it eighteen ntc sponsored by network for good, easy to use dorner management and fund-raising software for non-profits. Thanks so much for being with non-profit video coverage of the twenty eighteen non-profit technology conference. We need to take a break. Wagner. Cps for pete’s sake, talk to you. Eat huge tomb. You know the man. You heard him on our four hundred show. Did he sound high pressure to you? Of course not. He sounded like the gentleman that he is gentlemanly and professional. Check out the farm of course. Got to do your due diligence. Do your research weinger cps dot com then pick up the phone. Talk to you, wagner, cpas dot com then moved to real life now tony steak too it’s finger wagging time. I want you to plan ahead so that you make time don’t just look for it try to find it. You make time for yourself yourself over labor day weekend time alone, its restorative you heard last week steve rio talk about thie the benefits throughout your day of of mindfulness and presence, and even maybe ah meditation for a couple of minutes. I mean, they do virtual meditations of bright webb, he said, every day for five minutes, take time for yourself. Make time for yourself over labor day weekend, even if even if part of it is a nap. It’s restorative, you’re in e-giving profession you give you give, you have to be a little selfish and take make that time for yourself wagging my finger and there’s a little bit more on that in the video at tony martignetti dot com what a pleasure to have amy sample ward back. She is our social media contributor. Ceo of intend the non-profit technology network her most recent court third book, social change, anytime everywhere about online multi-channel engagement she’s at amy, sample board, dot or ge and at amy rs ward. Welcome back, amy. I think having me back, it’s always a pleasure. You’re always you’re always welcome back. This shouldn’t be a surprise. Should be a surprise to you. We always work well, i hope that you’ll let me know if i get cut from the roster will stop taking your calls. Know that we’ll have to wait on the phone. I’ll call in with a different say. I have a question to make up a different name. All right. Um, we’re talking about over marketing over marketing. This is a, uh, a bothersome thing for you. Yeah, yeah. I mean, i think it’s probably bothersome to everyone. That’s. Why it’s not successful? Yeah, it’s. In the long run, it annoys people and they turn off. Okay, i think that’s true. You know, maybe we’ll look att cem symptoms of over marketing so that you can do some self assessment. I think it’s it’s, probably one of these things is much easier to see in other people which may be coming totally right. I think it’s definitely hard to self diagnose your organization as an over marketer and instead very easy to look at other communications, other websites, what have you and feel like? Oh my gosh. You know and just to be clear, when i say over market and maybe this is a point of clarification between the two of us, i am curious how you define it. But for me, over marketing is when you market everything equally instead of choosing as an organization what your priorities are. Okay, so it seems very scattershot the marketing then from that those kinds of organizations very scattershot, everything is equally urgent. Everything is equal, equally impactful. Everything is, you know equally the thing that you want people to do right, then yeah. Okay, interesting might might my sense of it is it’s it’s i’m more looking at the frequency you know, if i get too many emails too many if i see your twitter you know, blowing up my twitter stream you know, i see i see too much from you it’s it’s too much it well in however, you define the time but e i’m seeing too much, um, well, and i think that that frequency piece could is, you know, one of the ways that over marketing manifest, because you could also say that it, um, you know, separate from frequency, it could just be type it could be that you are just like your web site is, you can’t even navigate it because every single thing has to have its own space on your home page that’s the call to action and whatever, you know, there’s different ways that it might manifest, but frequency certainly is a big one. Ok? And christie’s bleed over. I mean, you know, if your if your website has everything is an equally high priority, then that’s the trouble you were, you know, that’s, the trouble that you’re that bothers you the most is that every everything is urgent going on and everything has a page, every page is called action. You know, his first came to me as an idea because someone sent me an email with i printed it. It’s literally the the email signature is a half a page and i did not printed in eighteen point five i put it in twelve point fund. A very reasonable size. I’m this person’s email signature is a half takes up a half a page, right? I’m sure that the emails they’re sending two people are, you know, a very reasonable, like hi, tony, and then a couple sentences and thanks so much. And yet their signature is three times that. Yeah, yeah. Or more. It’s, you know, there’s itt’s. Well, i gave it away. It’s a he you know, it’s it’s it’s filled up with i mean there’s like zoho linked in you are el there’s a well there’s there’s web sites. There’s a you are elves, but then they’re not linked. And then separately there’s www the length number one w w was like number two and number three and there’s the mailing address and there’s. Ah, fax number off a twenty eighteen a fax number on then there’s and then there’s some congratulate, you know, self promotion stuff about anniversaries. How long he’s been in different lines of business and it’s it’s a half a page. So that’s what? Put this on my radar? You know, i guess i’ve subconsciously i’ve probably been thinking noticed it certainly, but tio got into my consciousness and i asked you about it and you said, whoa drives me crazy. So so here we are here we are. I’m just commiserating in the things that drives, but it’s for a good purpose, we’re helping where i’m not complained, my larry david, i’m not i’m not complaining, i’m helping, but, you know, what’s so interesting to me about that, like, the starting place where this conversation is that so many organizations, i don’t think, ever think about the signature line of there down both from the perspective that that, uh, i mean, that’s, you know, hundreds if you count all of your different staff, hundreds of messages a day to community members that could be reinforcing your organization’s brand or voice or mission having a standard, you know, signature block for everyone in your staff that, you know, great, everybody has the right information there, we probably don’t need to list our fax machine, you know, for all of those things because i see so many times where you know, one person, one organization writes at one way another person you can’t they don’t have a signature block, all you see is like, thanks, amy and me, but who? Are you, you know, co-branded spectrum that’s a missed place for just reinforcing the brand of the organization, but so few organizations know that you’re their signature block is kind of a passive called toe action space. Um, and at intend, we test that and we have a we use our goal for non-profits account, and that allows us if anyone listening uses the google suite for your organizations, you have, you know, females, you know, you could just administer as an organization what everyone’s you could add, like a call to action at the bottom of of the signature, and you don’t have to worry that some staff forgot to put it in, like, you could just administer that, and it is immediately in place for all of your emails, and we change that regularly, but we also track that and, you know, there are people that click on that signature link where we’re promoting that and you see and actually click through and register. So it is a place to call people to action. It is not necessarily a place to successfully call them toe action with eighteen different things that you’re saying, you know, it needs to just be one and have it be something that’s actually relevant to why you’re emailing people vs maybe, you know, links all of these different awards and promotions. You actually test different signatures. Yeah. Okay. Okay. Eminently doable. Eminently testable. You know us, we test everything. Okay. That’s, you technology network? Yes. Bonem all right. So let’s, let’s encourage some self assessment. We just have about a minute or so before before taking the first break. Um, i thought of i thought of some symptoms that you might that that that maybe hitting you in the face if you’re if your engagement numbers are declining, if you’re if you’re of actual follower numbers or connections, if that’s, you know, if people are dropping off that way, so i thought of either one of those, you know, people might still be following you, but they’re not engaging that’s, that’s bad or they might just stop following you or being connected. No thing can in fact, tonight, adam a nuance to those numbers. Certainly it’s healthy to have people stop following you on twitter or toe unsubscribes miree male because it means people are reading it and it no longer, you know the priority in their life, it’s not the topic that they care about it’s. Fine, you don’t need to feel bad of someone on subscribe to the newsletter but that’s the point you’re making tony is that if you are getting in ten people unsubscribes sections one new person subscribing then your ratio is a little off you want tohave, you know more people continuing to subscribe. Then you have a fall back off. Thank you for refining my point. Thank you. I mean, i mean that generally we gotta take a break. Take a break. Tell us enough with the talis moughniyah. Lt’s you’ve heard them. You’ve heard them from charities that referred companies for credit card processing and, of course, those charities air getting that revenue each month that long tail you’ve heard the talis moughniyah, lt’s from companies who are using tello’s for credit card processing. I bet you could use more revenue. Tell us long stream of revenue. You know how this works? You refer cos they take on tell owes you the non-profit get fifty percent of the revenue from those fees. Watch the video at tony dot m a slash tony. Tell us now. Back to amy sample board. Thank you for that indulgence. Yes. All right. So, indeed, big numbers, you know, that’s bad and unsustainable. You know, you’ve got your tenant followers a day and one new follower, your that’s that’s, not sustainable. Um, let’s. See, um, if you i thought you know how about reading your own stuff reading your own to spend a little time romping through your own, you know, your own twitter stream your own instagram, facebook, these things boring you your own website, have you read? Have you read the last a couple of weeks of content on your website? A few if you have something that’s regularly updated that that often does it bore you? I would say that’s a bad somebody i think what’s interesting about that suggestion and that so many people we’ll overlook is that we, of course i have read all of it listed it, right? So the idea that we would go back and look at it feels like some time wasted because, of course we wrote those tweets. Are we, you know, posted those pictures? Never, but the value in what you’re suggesting is not look at any of those. Single post it’s look your feed without looking at your whole timeline or whatever, right? Like, just look at for twitter, profile and all the content in order that’s been posted or your instagram profile or your website, because that’s where you can really start to see from your followers perspective or your community’s perspective. Whoa, you know, this is this is what it felt like, or this is what it sounded like. I think that’s something we don’t do often enough it’s organizations because we don’t feel like we need to, because we’ve already reviewed all that content when we posted it individually. Yeah, we wrote it ourselves see, this is this is why you’re an author, co author of two books, and i’ve never written a book because you you put a finer point on it. No, i’m the shallow guy, i got this idea and then you refine it, give it depth and meaning and eso like on the comic book writer, and you’re the you’re the writer of books that actually get published by, you know, by well known publishing companies. Yeah, but i haven’t even done one of those yet. Yeah, ok. Er and you just and i’ve been thinking about it, and you just heard it. And you you put you put, you add depth and, uh, greater meaning to it. So thank you. What a team. You know, good teamwork. Yeah, work. If i didn’t have this show, you could because, you know, i don’t think you need me to get started, but i need you to add the depth and the color enough beating myself up. Okay. Um, no. I’m having fun doing it. So what are you? Nobody. Nobody listens to this show anyway, so nobody here’s the nobody here is the self loathing. Oh, that’s not true. Thousands of people listening. Yes. Don’t remind everybody said you have more in your list in this moment. Don’t remind me more of my list more my list. What of these of these things? I have more. I have things on my list. I can add, um, i have one more staff complaints if the staff, if the staff is feeling that their content is you know, however, they describe stale o r, you know, repetitive. You want to pay a lot of attention to that because they’re the ones producing the content. So if staff or if you’re hearing from staff, i think that’s a bad sign, what do you what do you have totally eye? You know, now i feel obligated to add depth and color all of your suggestions, but the piece that i would add there is i feel like it’s, not just staff saying that it’s repetitive, but the conversations that you might over here amongst your staff that are kind of like a warning sign warning flag that you’re maybe doing over marketing is when people are saying, you know, i’m marketing this in someone else’s say, no, the postcards you know, went out yesterday for this someone else, eh? Zoho on twitter were saying that you have people, you know, you’re cross team isn’t talking about the same thing, then you’re probably doing, you know, equal parts promotion of five different things at once and that just naturally not going to be a successful your community members can’t take in five different request to do something that are different and actually do them all for you. Very bad sign if there’s conflicting messages across your across your team, i thought it was this i thought this was the priority, right? Okay, what else? What else do you have on your symptom symptom list? Well, i don’t have as many symptoms. I have a list that’s, more like things that you khun d’oh. Okay, um, yeah, okay, we could switch over there. I’m game for some guests. I would say you’re not a baby, we can talk about a few things underneath is i really liked the idea for organizations, you know, of course, we all know that we should have, like, a content calendar and marketing plan and all of these things. But the reality is i’m going toe just operate within reality that we don’t have those things or we have them and they’re not updated or or or whatever. So instead of saying, oh, just go finish off that editorial calendar that you should have instead of that recommendation, i’d say just pick a team. It could be every month it could be based on certain weeks that, you know, we’re leading up to events, whatever. And having a team i think, really helps people across the organization, you know, in whichever team there in know that they can still talk about their team. Or their program or their service. But do it in a way that still aligned and advancing whatever over our james focus organizationally needs to be the priority. So it maybe we can use in ten for an example. Course i could speak to that, so we might say, ok, this month’s needs to be focused on the ntc, but we still have membership campaigns that happened, we still have course promotions that need to happen, you know, where there’s still all this other work, but we don’t need to be saying register for the nbc become a member. Sign up for this course that’s happening next week, you know, apply for this program because that’s not going that’s, where we get into the half a page email signature, you know, someone said saint arthur, steam is auntie si lets people say culwell instead of just talking about membership, i’ll talk about how members engaged at the ntc instead of just talking about, of course, next week, i’ll say this course has a similar topic at the mtc, and this is a way for you to continue your learning. You know, it just gives people more oven umbrella that they can talk about their programs while still staying. Kind of on message. Okay, yeah. I can i can i can toss out one for recommendation, and that is to put yourself on your own lists, make sure that you are seeding yourself so that you’re seeing the feed, the posts, hearing the podcast, whatever it is the same way, same frequency as everybody else. Yeah, and then had a way to do that. It’s not just getting your own organizations emails, because to your point, there are lots of different channels were using in ten does this and i’ve talked to a number of our other organizations who do this, too, whether you use black, which is kind of an internal messaging tool, or you have an internet or whatever tool you’re using for kind of internal content and conversation. Most of those tools there’s probably a way where you can have your organization’s account, your twitter account, instagram show up in there and that way you have essentially, you know, one channel in slack or whatever you used that just is showing all of your tweets, so not only can you see when a tweet has gone out, but what it was about, and then you can very easily scroll through and say oh, my gosh, way! Look at what we have been saying or what we haven’t been saying or whatever on dh you don’t have to say, okay, now everyone on staff has to create a twitter account and go follow the organization and check it every day. You can just pull it into a central system so everyone can see it. I see. Excellent. Okay, okay. She’s, the co author times two. Amazing. All right, let’s, take another break. Okay, let me take a break text to give you’ll get more revenue because text to give makes e-giving easy for your donors. If your donors can send a text message, they could make a donation to u not only simple also affordable and secure the way to get more info and to claim your special listener offer you text npr two, four, four, four, nine nine nine couldn’t be any simpler. Npr. Four, four, four, nine, nine, nine we’ve got about six more minutes for over marketing with amy um, we run really medicine, okay? Please go ahead. So this suggestion is coming from a place where at and ten, we have definitely seen return on the work, but also in recognition that if you’re if you’re organization is suffering from over marketing, you’re already putting in the time to do a bunch of work so let’s just move that work to something else, and that is the idea of promo, okay, it’s, not just for your big annual fundraiser or, you know, once a year event for anything programs for things that are year round, even creating again, you’re already doing this work because you’re already over marketing, so instead of putting it all out as an organization, all the work you did to come up with those tweets or those block post or whatever put them into, you know, a a shared document or a wiki or google doc or whatever, and instead of sharing them on your own feed, share them with community members that can that are interested in that that maybe participate in that program before whatever that they want to be out in the community scene is talking about your work and promoting it and it’s still getting out there. People are still hearing about your programs, but you aren’t saying okay, well, our twitter feed today is going to have to cover all ten of these topics you say today we’re covering this topic, but we know that we’ve supported community members and they have access to these promo kits. Tio help us spread the word excellent using yes using your most dedicated constituents, friends, followers sort of a back channel way of getting them to help you promote board members boardmember could be idea for that, right? Okay, are for sure, all right, i’m going to get one out because i know you’re going to say it, i’m gonna get out first, okay? If you feel you’re over marketing on promoting your own work, share the work of others instead. So the obvious, you know, sharing on facebook, facebook shares, they’re so they’re so rare. Now facebook shares please share other people’s content obviously twitter, the re tweets on twitter or you go or spend that time going out and finding, you know, curating the content of others and sharing that because, you know, it’s relevant to your community. I know you’re going to say that yes, well and i think something to remember to when when you’re thinking about content and mixing it up so that it isn’t just you talking. About the thing that you want people to do over and over, another place where you could look to content in addition to sharing, of course, you know that i’m always going to say, share other people’s work and rise up the community is just as you are doing, too be the one that reminds your community that they can take a break, that they can have fun, that the world is really hard, it feels right now, and so much is going on, and we’re always asking our community to take action to support us, whether it’s fund-raising or advocacy or local actions. But maybe you are also building community and building trust with them by being the voice that says, you know, we hope that you take a saturday off and just be with your family or go to the zoo her, you know, go for a hike and and you aren’t always calling them toe action that you’re also treating them as full people that need to take a break and be healthy too. Yeah, that space space critical. We had steve rio on last week talking a lot about that he’s. Interesting do you know, do you know steve rio, bright webb? I don’t know. And i know i heard he’s, based in vancouver. Andi has twenty five employees. Maybe that includes contractors, but they’re all over north america. Very interesting. Okay. Um, they do. They have. They have virtual meditations. You probably heard me or not. Uh, not not mandatory optional, but they do a forty five minute virtual meditation every day a couple times a week. Sorry. Three times, three times a week? Um, yeah, i think yeah. Mindfulness, you know, presence. Oh, and, you know, there’s there’s research that shows that that that helps you be be more efficient in your in your workday. Um, every sample would really have, like, two minutes left. Um, you have another. You wantto recommend something else. If you feel you’re over marketing, do you have another recommendation? While the other piece that i was going to suggest is kind of the office that and that is just in case there are listeners who are, like, no, our problem is that we never marketed anything we never, you know, actually promote ourselves because it’s all you know, maybe they’re your web site is is just kind of content, because your programs or your round and you don’t feel like you have timely things, so if somehow you are on the opposite end of the conversation and feel like you need more help finding ways teo to market, i would say, just look through whether that’s, your social media accounts, your website, whatever and look for those empty spaces places that i think organizations could really take advantages putting in in their twitter bio or their instagram bio, or whatever that you know, a girl that shows up right there and the short kind of narrative box you have to write something, put what feels more like a timely kind of a call to action or reference a campaign that you’re running or whatever that is, and put a girl in there that doesn’t just go to your home page, same with your email signature. Look for those empty spaces where you can make it feel more timely instead of just the permanent kind of here’s our home page here’s, what we do here is our mission statement she’s amy sample ward she’s the author i’m not you’ll find her at, you’ll find her and amy sample ward. Dot or go! And also you should be following the woman for god’s sake, twitter is so much wisdom coming follow-up for god’s sake that’s the end of it just for pizza. Just follow at amy rs ward. Thank you, amy. Thank you, tony. My pleasure always next week. Maria semple returns with real estate for prospect research. If you missed any part of today’s show i deceit, you find it on tony martignetti dot com. We are sponsored by pursuant online tools for small and midsize non-profits data driven and technology enabled tony dahna slash pursuing wagner, cps, guiding you beyond the numbers wagner, cps dot com by telus credit card and payment processing your passive revenue stream tony dahna may slash tony tell us and by text to give mobile donations made easy text npr to four, four, four nine nine, nine a creative producers clam meyerhoff sam liebowitz is the line producer shows social media is by susan chavez. Mark silverman is our web guy and this music is by scott stein of brooklyn. You with me next week for non-profit radio big non-profit ideas for the other ninety five percent go out and be great. You’re listening to the talking alternative network to get you thinking. E-giving cubine you’re listening to the talking alternative network, are you stuck in a rut? Negative thoughts, feelings and conversations got you down? 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Nonprofit Radio for August 26, 2016: Design On A Budget & Communications Mythbusters

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Oliver Seldman, Leah Kopperman, & Jessica Teal: Design On A Budget

Oliver Seldman, Leah Kopperman & Jessica Teal at 16NTC

Component based design will help you whether you’re working with a consultant or designing internally. Our panel talks through the process, from site map to comps. They are Oliver Seldman with Advomatic, Leah Kopperman at The Jewish Education Project and Jessica Teal of Teal Media. (Recorded at 2016 Nonprofit Technology Conference.)

 

 

 

Melissa Ryan, Kari Birdseye & Burt Edwards: Communications Mythbusters

Melissa Ryan, Kari Birdseye & Burt Edwards at 16NTC

What advice is truly useful and what has overstayed its welcome? Our panel from NTC will help you separate myth from reality in video; thank you’s; mobile; virality; press relations; and more. Advice comes from Melissa Ryan at Trilogy Interactive, Kari Birdseye at WildAid, and Burt Edwards with InterAction.

 

 


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host with the breaking cracking fourteen year old voice. Did you hear that? But i’m still glad you’re with me. I’d go into a wreath is, um, if you irritated me by missing today’s show design on a budget component based design will help you whether you’re working with a consultant or designing in house, our panel talks through the process from site map to camps they are oliver seldman with advomatic leah kopperman at the jewish education project and jessica teal of teal media. This was recorded at the twenty sixteen non-profit technology conference and communications mythbusters. What advice is truly useful and what has overstayed its welcome, our panel also from ntcdinosaur will help you separate myth from reality in video thank you’s, mobile virality press relations and mohr the advice comes from melissa ryan at trilogy interactive, carrie birdseye at wild aid and burt edwards with interaction on tony’s take two don’t be in the woods on planned e-giving we’re sponsored by pursuant full service fund-raising data driven and technology enabled, you’ll raise more money pursuant. Dot com and by we be spelling super cool spelling bee fundraisers, we be spelling dot com here’s, our first panel from ntcdinosaur with design on a budget welcome to tony martignetti non-profit radio coverage of sixteen ntc non-profit technology conference. This interview is also a part of ntc conversations wrapping up our coverage on day two. We’re in san jose, california, at the san jose convention center and with me are oliver seldman, leah kopperman and jessica teal. We’ll meet them very shortly. Talk about their topic design on a budget first, i have to do the obligatory swag swag mentioned shoutout for this for this interview, which is from m d they do wordpress droop elin sales force. You see it’s a pen that’s also a very, very sturdy suction cup holder for the pen. And we have a what we call this our ever know bourelly also there bobblehead what troll now it’s, a combination bubblehead troll doll with very thin thinning orange and white hair. I implore you, if you’re only on the audio feed, please go to real tony martignetti dot com. You can turn it off after the first one minute twenty seconds and you’ll get the benefit of this, but you won’t get the benefit of our panel. Yeah, please stay for that, you’re sure. But if you only want to see the bobblehead troll doll, you could turn it off after one twenty. All right, so we’re gonna add this to the day two swag collection. Not too elegantly. I’m gonna add it. Thie bubblehead troll dollars now horizontal. Okay, design on a budget. Let’s, meet our panel. Oliver seldman is technical lead for advomatic llc. Leah kopperman in the center is analytics and digital director for the jewish education project. Jessica teal is teal media. She is co founder, founder, co founder and ceo. Executive director. Yeah. Everything all right. Hr as well. Right. Welcome. Welcome to non-profit radio. Thank you. All right. Design on a budget. Jessica let’s. Start with the teal media. Sure. We do not have to spend a lot of money. Tohave elegant, meaningful, impactful design. I would say that it’s more of a wise use of your money in terms of design. Buy-in all right, so how did i what did i miss state then what do you mean, it’s? More about how you approach the design. Our entire panel was about a new approach to design, which is component based design. Kind of trying to stop the old way of doing things which was static individual pages and kind of stopped that way of thinking and move to more of a component based approach. A component being little chunks of information that can be grouped together. On a page and then you bring in the individual components to form your website experience. Okay, all right, so we’re talking about website design the worst okay website design little little chunks of of content, and these can be repurposed and maneuvered. And okay, leah, help me understand more about this. This component based design absolutely three of you have been thinking about this for months leading up to a ninety minute presentation, and i’m only in my first three minutes and twenty seconds. So bring me along and it could be, i think, a little abstract toe understand at first. But in the more traditional design process, you get sort of to a phase where the designer has designed out on paper, using photo shop or some other design tool. What the website is going to look like a right and then that goes to the developer, and they build that and there’s this long period of time between the design that you saw and then the build out and what you get, and they always look different, because print design and web design are not the same thing. And so when something’s just designed in print and then you see it on the web, there’s always ah, hold up where you get the delivery herbal and your stakeholders see it and say, that doesn’t look like that looked, and we don’t see what we expected to see. And so you get sort of surprised and held up, and lots of little things need to be fixed before you can move forward in the component based design process. You get it. You do get some pages concept of what it’s gonna look like. But instead of having this long lag period between the getting the design and building the design, what you get is a design that’s like the overall mood and look of the site, and then it actually starts to get built in html in prototyping, using that look and feel, and then the the deliver ball comes to you, that is, say, just a form and you get the form and you get that tow look like you wanted and it’s being delivered to in html, so it looks like it’s really going toe look instead of what it looked like on paper, and if you don’t like something about the form, that doesn’t mean you can’t keep moving forward with what does the header of the page look like? What does the men you look like? What did the button look like? What does the you know? The subheading text look like verses. This page is no good. This doesn’t. This page doesn’t look like what i was expecting. So you build all these individual components? Each one is a small delivery ble. You can get them to look like you want them to look. And then the beauty is when they all get put together they can be re combined and like almost infinite ways. And so the content people who are working with it don’t have to think about so much like oh, should this be green here? Should this be blue? Here it is mohr that they can just okay, i need a video block here. I need a header here. I need a sub header here. I need a text block and you can. They could just take all those blocks and put it on the page and put the content and they want and they don’t have to worry about making sure it’s going to be formatted correctly. Okay? Okay, oliver, are the three of you anarchists in the design world? Why are you causing trouble? I don’t think it’s causing trouble i mean, we we’ve we’ve used this approach for for big budget projects as well, i mean, it’s not it’s, not just about trying to disrupt something or to get things cheaper. The the the ideas here are beneficial, even on very large projects. One of the main pieces of this puzzle is building this component library, which which s so it’s, the entire style guide of the site and all of the components exist in a living library. So as you go through and make new additions or changes, you’re maintaining this consistent, readily available and reference oppcoll library of your styles and your components, and so you can always make sure that even i mean from the beginning, but also through the life cycle of the project that they’re all they all remain consistent with one another. A change you make six months down the road doesn’t break some other component. It allows you, teo, maintain a consistency and, you know, kind of build up your site and in fact, the functionality around on building. Pages like thinking of these components as like lego building blocks where you build the key essential pieces, but in a way that they all fit together gives sight builders and content creators quite a bit of flexibility when the time comes to build a page, because they can grab this component and grab that component, and they actually can put together completely different looking pages by combining the different components. So part of the way that we save money is you can limit the layouts, but but then the content creators can actually customize their their page builds on a page by page basis. So, you know, you design a layout that can accommodate a sidebar and a bunch of different chunks of content stacked on one another, and then they kind of piece it together, like pulling components from here and there and your lego metaphor? Yeah, all right, all right, you’re tuned to non-profit radio tony martignetti also hosts the podcast for the chronicle of philanthropy fund-raising fundamentals is a quick ten minute burst of fund-raising insights published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation really? All the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. Dahna so we’re here to learn this component design process, okay, now i’m a non designer, the only non designer on the panel, i presume i’m not. I’m not way have only on one representative. Lee is the only thing she’s the outlier not made alright, i mean, just sorry, jessica, not me, all right dahna where should we start with my our instruction? Well, the two of you have already learned it, even though so my instruction in this of this new process where we where do we begin? Sure, you need to start with some careful planning on that would be, of course, perhaps the client sitting down with the consultant working through all of the various content chunks on the website to determine what that inventory of possible components might be, and kind of doing a lot of preplanning within your own internal teams just to figure out what you’re going to need what’s going to be my key functionality? What? What are going to be my key features? And then working with your your way web design and development partner through the first delivery bubble, which is a site map, which is an organizational diagram of how that site is organized that will show page hierarchy how maybe pages might link together. We also start to get a sense of where can we? We reuse page templates and similar layouts and kind of nail that down everything’s going to be organic throughout this process were constantly learning as we go, but once we kind of feel pretty solid about that site map, then we go into what’s called the wireframe ing process, so think of wireframes those blueprints, they’ll be black and white line drawings that show how a page is laid out, approximately where the content little blocks will go, where the components will go. And as we begin to plan out, those page templates will also be able to see repeating patterns and places where we khun re use these little chunks or components of information, by the way. Jessica it’s very good that you explain what a wireframe is because okay, on tony martignetti non-profit radio, we have george in jail. Oh, didn’t even i didn’t have time to put you in your excellent work. You just walked past the jail. Well, even even notice notice you’re walking past a penitentiary, i mean the purpose of our discussion as well to we wanted to make sure we helped to find some of these. Concert. Yes. Okay. Excellent. Excellent. From wireframe leo, do you want to take it from wireframe? Sure. So once you get past the wireframe phase, which again is sort of abstract, you get a concept of what the site might look like, how things are going to fit together on various like what the pieces are, but it’s black and white it’s like it’s, like name or a skeleton it’s. Almost like thinking of like, a napkin sketch, right? I mean it’s a little more developed than a napkin sketch. But it’s really? Just like what? This could potentially look like that the that there’s going to be a hero across the top, that there will be the block column on the side. There was a video here, o o c i just got in georgia jargon. Jorgen, what the heck is a hero? Ah, the hero is you’ll see this on a lot of sites. It’s ah, large image across the top. That is a very visually striking. And that creates ah, sort of tone for the page. Often they also will rotate images, but there there will be maybe text across it. It’s it’s tries to sort of set the whole feeling of the page through a through some type of image. A photograph. Okay, okay. All right. Good. So, yes, you’ll know the location of the hero, but you won’t know what the hero is going to be. Not at all. Not at all. It will just be like it’ll say hero that, you know, okay. And and then there will be a a block that’s like black, and it’ll have a little youtube play button in it, and they will say video like, you’ll know that that’s where the video is going to live. But you have no idea what it’s gonna look like. Okay, so you get those you agree how that’s gonna work on and then you move on to the next phase, which is where you get style tiles. And that is where you get a sort of conceptual idea of what the look and feel of the site is going to be. Think of it, sort of like what you might get with an interior designer when you they come to your home. And they have, like, fabric swatches and, like a little piece of, you know, like a photo of ah, wall sconce and, you know, so bored, yeah, mood board and you ah, so you get a few different ones of those for different directions you might take without them having to build out a whole kant visual concept, right? So you get you picked the one that fits you best, or you work with one of them to get it to fit you best, and and then you can move on to the actual designing dahna keep a jj comprehensive design like, like the photo shop type of design, you do do a little bit of that because you do need to have some deliverable to take to your stakeholders and say, okay, this is the direction that we’re going in, but will be, but you’re not goingto take them a design for every single page on the site, you don’t do a comprehensive design for every page on this every primary patient. Exactly, yeah, and pages that require either heavy branding or heavy visuals. So think of your want photo shop cops for like, your home page or a major issue landing pages, but you might not need a full come for like your blogged page, which really is just a list of information that looks is repetitive in a list format that has a photo and a headline in some paragraph text. You don’t need to do a full comp and photo shop for that because you could just drag those components over the headline style, the paragraph style, the photo style in the link. Okay, okay on and then so then you’re now you’re getting feedback from you’re you’re your your client, the whoever’s in charge of this project and in this scenario, i’m the client in charge of the project right there working on the design for me. Yeah. Oliver, what? What was your role? This? I thought you weren’t you’re not a designer. I’m ah technical lead. So i’m just i’m doing the development building. Oh, you’re building here, just your building, just building building design. Eso just just point out a couple things. So in terms of like the title of this session the budget element of it on the benefit of the style guide i’m sorry the style tiles is thatyou khun uk rather than focusing on redesign coming up a five or six different designs or three or three designs for the site, you can actually do in the in the same prices. One design you khun do multiple style tiles so that you can be really thinking about and talking about what, what the site is supposed to feel like and look like with many options on a on a much deeper budget. All right, so just so we’re sort of breaking this all down in tow, component pieces are it was called the component based design problem, so you’re so instead of us having to conceptualize and approve or disapprove an entire pages and maybe an entire site that may not be quite right, but yeah, big, big pieces, yeah, we could take a little pieces and say, you know, i don’t really like this hero, you know, you should wear a quick study, i don’t like that here or there don’t really belong there, but we can talk about other things that are cool, like the donation, the format of donation, the button and the forms and landing pages, etcetera. Okay, yeah. Breaking into chunks, in fact, measurable chunks. During the dirt at the next phase, after these, you know, these these delivery bals are are approved is to actually start building out the prototypes of these components right component, which can actually happen quite apart from the back and development, quite apart from all the other phases of the project. These these things can all because they’re modular, they can all be happening in conjunction with one another. And, you know, to to your point, one of the major benefits is that you can actually start delivering versions of these prototypes, the donation button, the hero, whatever way, before someone would ever expect to see a page and so you can really get the client can really feel empowered to affect the overall process of the site and also just gets incremental reassurance things you’re moving. Oh, i’ve approved the donate button. That’s cool. We got it covered, right? I proved the donation form that things are moving along very nicely. Verses got this project is never going anywhere. Well, i get his designs that i can’t stand or then that two months go by or three months go by and then you just kind of get handed. The whole thing, and then you’re that’s when, like the worry begins or you you encounter stakeholders who didn’t quite get something from a piece of paper before now seeing it in real life for the first time, whereas in this in this process there, seeing it in real life from the very incrementally and when they see it in that older way for the first time it’s already completely built, and then you have to spend mohr labor ongoing and rebuilding stuff that and when your prototyping it in html you, khun, do a lot more of the build, and not have to rebuild on a bigger scale later on. So that’s, another money saver what’s the genesis of a component based design. Who created it? Was it one of the three of you? You know, it wasn’t e i thought that maybe you, jessica, there was not. I don’t know the genesis of it, though i have a feeling it may be developed out of the agile design and development process. Julie again, we’re programming pieces and right i know about and, you know, taking the approach of let’s create a minimum viable product first of the bare bones that will get you there and meet the criteria that you need for launch. And then as we grow and expand, tested yet learned and pivot and testing exactly and so component recent brain process, yeah, it’s a good match for that, because you’re constantly building on things as you’re learning and it’s better to do that in little chunks versus big pieces. Okay, i think they’re also like multiple many facets of this approach each kind of coming from different disciplines for example, the notion of ah, like a living style guide, it has been ah, semi recent, but ah increasingly adopted technique for managing the look of your site on dso, you know, fitting components into that is just a kind of natural, natural progression. You know, the sum of these things like that we’ve been talking about wireframes and page comes and site maps are have been part of the development. It’s not those elements are nothing new, it’s just the kind of way that we’re combining them for this purpose, that is, that is but it’s tze more of an evolution than somebody coming up with a new thing. Yeah, that’s very good, actually on evolution and i oh, i think lee, amid an awesome point on the panel yesterday in terms of just having an organizational change on don’t know, flee if you wanted to mention talk about it seems to have been retweeted a few times, so i guess people liked the analogy. I was saying that there’s this older organizational mindset, that building a website is like a one time investment like you’re investing in a piece of furniture, like a file cabinet, and really, the mindset needs to change because websites air living and breathing things that need to change along with the organization. So you should really think of your website as more like a program than like a file cabinet. Okay, yeah, this process really allows that flexibility you you end up with, you’re not you’re not locked into something because a new component can be added whenever you have a whole language of a visual language. So it’s very easy to change or add things when the time comes it actually, the process is about kind of thinking about howto refine or no hone the essence of what you need so that you can grow and pivot and change it without without issue major just rocked out are their opponents to this process. Naysayers who prefer toe prefer to do it the old traditional way of designing a website. I mean, i can i can imagine that there might be a client for whom the suspension of disbelief for talking about what is a component and seeing how you know a style tile will lead to a design on dh feels that unless they see everything on every page finalized a visual of it, that they’re unwilling to you, check off the approval checkbox, and that for that, for that person, it may be difficult, or for someone who doesn’t have ah, internal technical advocate s o that there they don’t have anybody on their end advocating for ah process like this, it might be difficult for them to buy into it. Ladies, have you seen objections to this or or heard them yourselves? I wouldn’t i’m sorry, i wouldn’t quite call it objections like oliver was saying, i think there’s a certain level of discomfort with an unfamiliar process and that in the past when people that the folks who are, you know the stakeholders working on. This site rebuild, they’ve been through a site build before, and it’s followed the old process and so that’s what they are used to and changing the process so much feels it’s there’s a i think a fear of making small decisions on signing off on this is the site map. This is the wireframe because there’s a fear that once you approve that wireframe you’re completely stuck with what it’s gonna look like because in the old universe, once you approve what a layout was going to look like, that was the layout you were getting. And in this universe, when you approve something, you still have this flexibility of these components, that you’re going to be able to move around and using different ways. But until you get to the place where it’s more concrete, i think that that that that hesitancy and discomfort with this new process continues to play out. So i think it move some of the anxiety of the project to the front end of the development cycle and as you go through it, that there’s less and less anxiety and by the time you get to the final design people are comfortable with it, and what they get is what they’re expecting to get. Yeah, jessica working with it the whole time, right? Jessica has till media had clients objective, this method of web site design. Like leah said, there hasn’t been objections it’s just been we’ve had to spend extra time educating folks about the process and making them feel comfortable as they go along. So, yeah, i don’t think that there’s any strong opposition it’s just hard with zsystems because the last one wasn’t like this, right? Right, right. Okay, wei have just like, another minute or two together. What do you want to leave people with that we haven’t talked about yet, leo. You’re leaning into the micro? Yeah, there’s one thing that i didn’t talk that none of us talked about that i do want to talk about that’s, another real money saver for the project. The the way that we’re doing this design process is actually with two separate scopes of work. So the first is this design phase where we’ve been talking about getting through to style tiles and during that process, the technical lead oliver is is listening in and participating and understanding what we want. The site to be able to do technically and making a list of all the functional requirements for the site and we have a set budget and we’ll get a scope of work at the end of this cycle that respects that set budget and tells us with this budget we can get these components built on dh this khun b on the maybe we’ll get to it list and this khun b on the you we can do this in the future, but it’s not going to fit within this budget. And so you get a really good prioritization of what really matters and you build like jessica said, the minimum viable product now at least, and you have a sight that you can launch and then you can continue toe add functionality to it once it’s already live? Yeah, that that concept takes into account the world of development, being in perfect and hard to estimate, and you don’t always know how long something takes to build when when the time comes and so it accounts for prioritizing what’s most important on dh then, you know, finding a range of what to accommodate and about as they were. Saying finding a kind of minimal point where we can say this is done, it works the way basically needed tio and then kind of continuing to add to it and okay, how about we leave it there? Thank you. All right. Thank inky advocates are advocates for the component based design process. All right. And they are oliver seldman technical lead. It advomatic llc. Leah kopperman analytics and digital director for the jewish education project, and jessica teal of teal media. And you are with tony martignetti non-profit radio coverage of ntc teen the nineteen nineteen. The twenty sixteen technical women i’m losing. It was our last last time technology conference. I need to take this in chunks component it’s. Tony martignetti non-profit radio coverage of sixteen ntcdinosaur the non-profit technology conference. Thank you so much for being with us. Thank you. Thanks. Pleasure. Communications mythbusters coming up first, pursuing you know them. You know, these people that you have fund-raising tools for small and midsize shops. I beseech you, i implore you even check them out. You need to raise more money. I know you do. Pursuant has tools to help you. Ideal for our listeners in small. And midsize or eggs? I can’t say it any simpler pursuant dot com and we be spelling spelling bees for non-profit fund-raising this is not your mother’s spelling bee. They incorporate concerts, dancing, comedy and fund-raising and is a spelling bee. 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It’s just a matter of when live love to our live listeners from asia and now recently europe has been checking in and of course, the domestic live love goes out as well for those listening right now, which is later than now when i’m talking it’s it’s now, then for those listening now, then later, then now my love to you and the podcast pleasantries. Who knows when you’re listening it’s so much easier to do podcast pleasantries couldn’t have to explain the difference between live and now and then and later the pleasantries go out to the over ten thousand podcast listeners and i am an affiliate am and fm affiliate listeners affections to you let your station know that you’re hearing non-profit radio please affections to our many am and fm affiliate listeners. Here is our next panel from auntie cia, and this is communications mythbusters welcome to tony martignetti non-profit radio coverage of sixteen ntc the non-profit technology conference in san jose, california. This interview is also part of a t c conversations with the convention center in san jose. My guests now are melissa ryan carry birdseye and burt edwards. We’re going to meet them. Very shortly. First have to highlight our rust and ten ntcdinosaur swag item of the of the interview. And this is from jmt consulting. Very nice green your earbuds in a case. Very nice jmt consulting. We had that to our swag pile for today. Would have had a bigger pile. But from yesterday, when it got stolen overnight, who knows? Who knows what happened? It was a good and ten scarf there. There. I mean, i’ve already said the scarf gots carved. All right, let’s, meet let’s. Meet the panel. Melissa ryan. Is it right here? Melissa ryan? Yes, of course. Is director of client services at trilogy interactive she’s seated closest to me. Carrie bird’s eye is us campaigner for wild aid. And burt edwards is director of media and web strategy at interaction. And there seminar topic is communications mythbusters. Best practices versus bad advice. Let’s. Start in the middle. Okay. Um, carrie? Yes? What? What are the why are there so many misconceptions and so much popular wisdom out there about marketing communications? How does that how do these things perpetuate? I think that people like to make money off of telling other people what to dio and so there’s a lot of people in a cottage industry trying to make basically what’s good manners, being a real person and being true to your communications, they they put out, you know, a lot of misinformation around, you know, something that need need not be a difficulty as they make it sound auras? Yeah, right. I’d come stated. Yeah, all right, all right, bert you’re nodding a lot. I am that all right? I’m sorry, bert. I didn’t have your makeup start again. Please. Yeah, actually, this is how the panel first came about our other mythbuster, colin delaney, who is actually in a panel. It was a discussion that he and i were having about what we were hearing he’s now on the consultant side, i work for an ngo called interaction, and we were just talking about some things that we were hearing, and it was like, i don’t know if that really shakes out and that was kind of idea as far as like, putting together a panel of miss busters and to try to get the audience and engaged in a conversation. How are you, melissa? You want teo to? Yeah, i mean i think it’s often like a game of telephone, right? Like you read a case study and you tell me about it and you get very excited. I’m very excited about it. Without seeing the case study, i tell car e about it. And then what it ends up to me is, you know, i hear from a client or a potential client or another consultant. Well, i hear the on ly time that’s where sending an email is thursday at nine. P m s o i actually i approach it with the best of intentions. But i try to think of it it’s like a game of telephone. Okay, okay. And i’m sorry. I mispronouncing names it. Khari khari nufer i answer to both. Well, well, which would you prefer if your name you have a choice. Carry. Oh, i’m so sorry. Oh, she pronounce you mispronounce it it’s my fault. Don’t apologize if you believe this it’s. Unbelievable. All right, i think it’s pretty the way you say it. Curry is pretty. Sounds very exotic. Alright, but carrie ok. All right. I got lucky. I should have asked. Okay, let’s. See? So should we just start with a bunch of myths around communications. Uh, i don’t know. Thank you. Notes have to go out within twenty four hours. Is that a legitimate one? Because you have you have some of the legitimate right? Some or not, thank you. Notes for gift should go out within twenty four hours. True or false myth or myth or fact, i would say that spots is long as the sentiment is genuine. Okay? And and an authentic i mean a canned response that comes out really quick. And it looks like it can response. I don’t think that that really, really get you much with anyone. Okay. You rather seymour? Genuine sincerity. Maybe it’s. Thirty six hours or forty eight hours, but not a week. A week is too long. Is that a myth or fact? I mean, you want to get them the thank you note where they still remember having made the donation the world fuzzy feeling my hat is off to everyone who can get the thank you note out within twenty four hours. But i think it’s a nice toe have not a mustache. Ok. How about the week, though? That seems to me now my voice is cracking, although like a fourteen year old a week. Seems like, you know, you didn’t really care that much. Um, i wrong is a week. Can you burn? Let me challenge you. Can i can? Is it possible to have a really sincere message? A week after the donation? It leaves my office the week after the donation so it might not get to the person till eight, nine, ten days, depending out far away. They are. Is my outside the bounds of propriety in thanking donors. Yeah, i would say that. That’s a bit that’s. A bit long. Okay. Okay. So we could say somewhere between a day in a week. All right, but the panel doesn’t feel it has to be twenty four hours. Okay, it’s. A good goal, right? I mean, it’s, something to strive for. Well, if you’re doing online donations, you should be able to get the thank you out very shortly afterwards, because so much of that is automated, that sort of unless you want to sincere that’s. Too sincere. I mean, automation can certainly personalized. But if you want to sincere, maybe a hand written note. Last panel was talking about handwritten notes. How was that small organization? Yeah, or a very big gift, right? Okay, all right, um, all right, so i threw out the first one, greece, to slide a little bit. Now, now, it’s your turn, let’s, start, throw out some conventional wisdom and let’s beat it up. Yeah, so we had one myth that came up when we chatted previously, and that was the concept that online videos only work for cats or kardashians. Oh, yeah, now people believe that i mean, i think, alright, carrie, what, you’re laughing the hardest. Why is this wrong? Cat or kardashian never hurts, but you don’t need them. Sure, i think thoughtful, authentic, engaging material targeted to your specific audiences, always gonna work okay, can we? Ah, can we say that production value is less important than sincerity? I think that’s bearing out to be more true, i think we went through a trend where everything people wanted very highly produced content, and i feel like we’re sort of moving away from that online. Yeah, okay, sincerity trumps ok, we’re going through these rapidly, so well, i see big jugs of chocolate milk is that somebody was talking about? Yes. Yeah. Looks like they’re setting up a snack because the time is about to eighteen now, uh, snack is good. So you may hear something. My voice cracked against it. So you may hear some food setting food preparation. I mean, we’re in a convention center, you know, it’s gonna happen. But there are these big urns of chocolate milk, man. I mean, who doesn’t love chocolate? Look, once in a while, at least i do. Okay, big. We’re talking gallant multi gallon earns some giant. Yeah, yeah. It’s clear. You can see through. All right. Sorry for the aggression. Alright, more myths let’s do over here. But, melissa, what do you mean? One of this? That i i used to believe fervently. And now, through testing, i know is no longer the case. Is that email has to come from a person to get the highest response rate s o you know, from melissa ryan at x environmental organization rather than just the name x environmental organization or even in some cases you don’t even need the brand you can say in the action is the centre what you’re going to do, so save the polar bears as the sender? This one, this one broke my heart because i used to believe that people very much they wanted personal communication in email and they wanted to feel like they had a relationship with the person who was asking them for money. But it makes sense when you look at what retailers like amazon or doing. Jeff bezos doesn’t email you about persons or shoes that you should buy. You get that email from amazon on and i have found in in testing with with my clients and in my work that that generally, unless your surrogate issue no barack obama or kim kardashian, since we’re using that name often times the brand of the organisation is more powerful than any individual staffer. Okay, excellent, very concise let’s not use the let’s not use came anymore. Really non-profit radio was above that. So cats or fine or some other name, i don’t mind people, but i don’t mind people, but not the kardashians. Okay, what else? Uh, carol, you wanna take one in the middle? Sure, i was brought on to this panel because i’m a former journalist and been in the non-profit world for about a decade now. And one myth that i always hear is journalism is dead, and i think that that is not true. There’s for-profit journalism that is driven by ratings and often goes for the lowest common denominator. But there’s also some really great journalism going on. That mainly online outlets like center for investigative journalism, our center for there’s. Quite a few of them that are really doing a great job. And hiring seasoned professionals. Or the really smart kids out of out of college, to take their time to be thoughtful and do riel reporting. And not just what is going to sell, you know, get the most ratings on tv or or still the most newspapers. So the other thing that we were talking about is our news, our newspapers, debt. And so we were talking a little about communications. Career is also not just communications within non-profits but if you if if communications is your profession right. Ok, newspapers. Are they dead? I just want to say that if i i feel guilty reading a newspaper outside of my home the new york times on a sunday in your own private home is one one thing. But when i really get looks on the ferry, if i have an old fashioned newspaper, so, you know, in a very is this that you’re taking what is this? I take discriminatory fremery take it where i take the ferry across the bay. I work in san francisco and i live thirty miles east, so i have ah, almost on our ride across. So because this is such a tech tech heavy area it’s pretty young analyze the paper it’s pretty, you know, an online community and so on. So they look down on paper, they dio i have to read my newspaper under myself. Do it proudly, proudly right in front of their faces put it, put it between their face and the and their phone is that they’re reading. You just dropped the paper right in there, right in between. All right, all right. Newspapers are not dead. Journalism’s, not dead. What else we got? Well, let’s, try to keep stick to non-profits okay, odds are you know, you might have a lot of communications professionals in your in your audience, but in our listeners probably don’t have, you know, a big portion. So? So we have a lot of little bit. Well, we have a little. Well, a lot of a lot of these journalistic outfits are non-profit are non-profits okay. Okay. All right. Yeah. Good. Another minute came up in discussions was the question that all that matters for web design is mobile. All that matters no way she ought to be multi-channel mean mobile is not unimportant. Certainly. But it’s not it’s, not the end old it’s, not everything, is it? I think this is one where there was some debate. Actually, among among the panelists, i’ve been toe add presentations by tech companies who are pretty openly saying that they are on ly designing for mobile at this point, because most of the usage is more and more of the usage is coming in on mobile instead of dusk up on mobile, we’re speaking more broadly than just the phone were also speaking the tablet on dh you have, you know, large loss to the country for whom mobile is their primary point of access for the internet. So i am going to step out on a limb and say, i think that’s true, you do think it’s true, ideo kari what’s your opinion, it depends on who you’re trying to reach so multi-channel multi platforms, i mean that if you have an older demographic that you’re one of fund-raising from you have to you have to meet them where they are, and that probably is still in there their desktop, okay? And you’re doing policy advocacy from and, you know, i mean, you definitely will have constituencies, whether they be in the hill or some policymakers that will definitely be looking at things on there regular laptop and the crystal be checking their mobile devices as well, but you can’t, nor the stop can’t ignore desktop, right, well and funders to like, if you want to. Reach out, latto, you know. Large foundations, they’re still in a in an office. They’re not always doing the reading and the research on, you know, on their phone, yeah, it’s an interesting example. We were working to redesign it’s, a tool that we have in our website that specifically for hill education and for what kind of education. So it’s tio educate members, the hill on a hill. And so one of the new members of our policy team, he had just come off the hill. And he said, you know, we really need pgs, because when i would take things to my member if there’s going to be effective tool, i need a nice print off because they want to see things in print, which was interesting because we haven’t been thinking that way at all right. Prince of washington. Okay, your your comrades carry, they could ride the subway with you more, more, more paper, the better get some of the recruits. Yes, oh, silicon valley needs to meet washington, d c and beat each other up. Yes, all right. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from a standup comedy, tv spots and exclusive interviews catch guests like seth gordon, craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked and they only levine from new york universities heimans center on philantech tony tweets to, he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard, you can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guess directly. To sign up, visit the facebook page for tony martignetti dot com. I’m peter shankman, author of zombie loyalists. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Dahna all right, we got more minutes. We got plenty of time together. What? What other myths are out there? Anybody? Melissa, you suggested a myth lately, i can suggest another one. Another myth i have is about crowdfunding. People think that if you build a web page, the money will just come in on one of the biggest misconceptions that i see about crowdfunding. Is that it’s not you. Put up a web page, and money comes in there’s actually, a lot of communications work and offline outreach and work that goes into a crowdfunding campaign. So for non-profits that air considering doing it, which i think it’s a good tool, you really have to think of it. Not just azan. Internet tool, not just as a fundraising tool. It is a combination of all your best assets to your goal. I love that you mentioned off line there’s a lot of back channel work that goes into, you know, it’s been several days that we have a donation. Could you please help us out? You you know, you. I mean, this is a targeted either phone call or e mail you’ve been loyal. We noticed you haven’t given to. This campaign could you help boost us? We’re in a molise. Where? In the doldrums here. Exactly. And i would like that goes on. Yeah. And i would say if you don’t know who your first twenty thunders, are that air goingto get onto your the site and donate your you’re not ready to do a crowdfunding campaign yet nobody wants to give to that xero level that and when the bar is that there is no bar is just an empty shell. Where the borrower toby it’s. Very hard to get the first people. You’ve got to recruit them back. Channel. Yeah, that is a common mistake. Anything else about you want to add carrier bird around just around crowdfunding? Anything more about that? That miss? Well, i think we’re good and they will come. Myth. Well, this was related. I think this was melissa’s myth. And that was that. What? You? What you say is what people will hear. What you say is what people will hear. That sametz at least that’s what i wrote down in my notes. Well, it’s, no. Does it sound familiar to you? No. Okay. Okay. All right. Well, i mean, it sounds like reality versus perception or your message vs? Yeah, that, yes, the intention of your message versus how it’s received. Well, i think we can agree that that’s not always the same, right. I mean, if it’s not even carefully crafted, buy a communications professionals sometimes leads the misunderstanding, i mean, this is also a great argument for testing messages. Very good. Alright on email on social, then your coms channels. Okay, okay, it wasn’t that one of our myths that small organizations can’t test or don’t test. Yes, well, may be that they don’t test is a fact, i don’t know, but that they can’t. That sounds like a deep myth, right? Absolutely, i don’t know. Is there an e mail provider that doesn’t provide that doesn’t offer those simple ist a b testing, and i mean, can’t we just do it on our own, even if we don’t have? Ah une male vendor. Well, you certainly could look at open rates. I mean, and that will give you mean that will be a least give you a primitive way of doing a be testing. Okay, i mean, i also think it’s ah it’s, a value proposition and it’s a capacity. I think it makes sense for everyone to develop a culture of testing, but whether it makes sense for your organization to test subject lines every time or run multiple tests, if you’re dealing with a list size of a couple of thousand people and that’s maybe get a net you fifty extra dollars, there might be a more valuable way and spending your time maybe it’s, actually just pushing up the draft of another email. S o i think it’s it’s always good to be thinking about testing and things you contest, but that time that you spend setting up a test is time. You’re not spending doing something else, so i think that’s worth weighing when you’re thinking about testing, all right? We got time for another couple of myths. What else we got? Birds got the phone. You you got the device, you know, check out the list. Okay. Well, when the myth that came up it was after the brainstorm was on curiously here, uh, former journalist and as you’re a journalist, is the question of what he should ever seldman podcast don’t know from journalists. Well, thank you, that’s. Very thoughtful. You sound like a journalist. Oh, thank you. I take that as a compliment. I admire journalist, but yeah, i don’t know, but you don’t. Okay. Well, the question was, do you ever say because there is the professionalism that you should never say? No comment to a journalist? I really never say no comment to a journalist. All right, what is that? Is that fact or fiction? We busted busting that myth. Carry going? You’re the former journalist. I know a lot of people that that live by that mantra. But i do think that there’s other ways of meaning. No comment and not saying it as in well, we’re not the best people to talk to on that subject, but but we can definitely put you in touch with people that could give you a statement on that. So it’s pivoting instead of no comment. Ok, but you gotta know, i learned a really good phrase from a coms director i work with, which was i cannot be a good source for you. Let me refer you to someone who can, which i think is a little friendlier than no comment and keeps the conversation going. Okay, okay, you know what? If we’re in a crisis situation, i mean, you’re, you’re, uh, you know, we’re talking worst case now. You’re the organization’s reputation is on the line for some reason, you’re in the headlines and it’s not a good it’s, not a good headline, and you’re the i mean, you’re really the only source because it’s, your organization is talking to and you’re the ceo of the communications director and you mistakenly picked up the phone because you had read the headline yet, i guess. Now what do you do? You can’t you can’t you can’t give it to somebody else, you’re the you’re the person. Well, you you say, i need to get right back to you, and then you come up with a a good response, especially if it’s about it’s, about your organization on when you’re not under pressure against the right, but you always have, you know, at least fifteen, thirty minutes unless they’re completely on deadline right now to take to get your statement, right? Okay, you know, i think you never want to take a press call cold. I mean, even if they’re on a tight deadline, just like, can i get back to you in five to ten minutes? Me? Because people are on the go on dh. Just give yourself five. Minutes. I kind of think through what you want to say. Okay? Never taken. Never take it cold. That sounds like good advice. All right, we got room for one more who’s. Got another one. Now we’re going to burn because he’s got the phone. But, ladies, you have you are you thinking of something? Go ahead. I mean, one more, i think is the idea that something has to go viral to be successful. This when i feel like if you’re in communications and urine digital, you fight against all the time. And to me, the most important thing is that the audience that you are talking to seize it not everything has to get ten million views to be successful. Okay, your message could still be heard. Depends who’s hearing it, right? I mean, and who? You want to hear it, who you need to hear it. And what the goals of that communication are too mean. If you have a specific goal in a specific audience that’s going to help you reach that goal. It’s successful if you if you move the needle on with that with that communication and even if only reached one hundred fifty people exactly. Or that the decision maker and everybody around them. Okay, lots of nods. All right, this was fun, you know? Alright, i like this a light one, but we got a lot out. We covered at least ten of these things. At least ten myths, all right? And the panel has been seeded closest to me. Melissa ryan, director of client services at trilogy interactive. And karen birdseye, us campaigner for wild aid. And burt edwards, director of media and web strategy at interaction. And this is tony martignetti non-profit radio coverage of sixteen ntc non-profit technology conference. Thank you for being with us next week. It’ll be september and it’ll be a good show. If you missed any part of today’s show, i beseech you, find it on tony martignetti dot com responsive by pursuing online tools for small and midsize non-profits data driven and technology enabled pursuant dot com and by we be spelling super cool spelling bee fundraisers. Our creative producers claire meyerhoff sam liebowitz is the line producer. Gavin dollars are am and fm outreach director shows social media is by susan chavez on our music is by scott stein thank you, scotty be with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist took two or three years for foundation staff, sort of dane toe add an email address card. It was like it was phone. This email thing is fired-up that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dh and no two exchanges of brownies and visits and physical gift. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s, not what you make in life. It zoho, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for December 18, 2015: Tips From Maria

Big Nonprofit Ideas for the Other 95%

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Maria Semple: Tips From Maria

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Maria Semple is our prospect research contributor and
The Prospect Finder, and has a new book: “Magnify Your Business.” She shares her wisdom for your nonprofit.

 

 


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Nonprofit Radio for December 11, 2015: Human-Centered Design & Research Pre- and Post-Event

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Maria Semple: Research Pre- And Post-Event

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Maria Semple is our prospect research contributor and
The Prospect Finder. She shares strategies for using research to support your cultivation events. (Originally aired May 2, 2014.)

 

 


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You’re on the air and on target as I delve into the big issues facing your nonprofit—and your career.

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