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Nonprofit Radio for December 18, 2023: Lessons From The UPenn President’s Resignation

 

Doug White: Lessons From The UPenn President’s Resignation

Doug White

Two weeks ago, the president of the University of Pennsylvania resigned, in large part because major donors to the University harshly criticized her publicly, withdrew their donations, and encouraged others to do the same. Can you prevent an uprising at your nonprofit? How do you manage one if your nonprofit’s core values are at stake? Doug White has been studying ethics for decades and he returns to share what can be learned.

 

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And welcome to Tony Martignetti Nonprofit radio. Big nonprofit ideas for the other 95%. I’m your aptly named host and the pod father of your favorite abdominal podcast. Oh, I’m glad you’re with us. I’d come down with. So Mathenia, if you weakened me with the idea that you missed this week’s show. Here’s our associate producer, Kate with what’s coming? Hey, Tony, this week, it’s lessons from the U Penn president’s resignation. Two weeks ago, the president of the University of Pennsylvania resigned in large part because major donors to the university harshly criticized her, publicly withdrew their donations and encouraged others to do the same. Can you prevent an uprising at your nonprofit? How do you manage? One of your nonprofits core values are at stake. Doug White has been studying ethics for decades and he returns to share what can be learned on Tony’s take two. I’m thinking about you were sponsored by donor box, outdated donation forms, blocking your supporters, generosity. This giving season donor box, the fast flexible and friendly fundraising platform for nonprofits donor box.org here is lessons from the U Penn President’s resignation. It’s a pleasure to welcome Doug White back to nonprofit radio. He returns as a longtime leader and scholar in our nation’s philanthropic community. He’s an author and advisor to nonprofits and philanthropists. One of his books, abusing donor intent, chronicling the historic lawsuit brought against Princeton University by the Children of Charles and Marie Robertson. We talked about that here and it’s Doug’s recent book that is the one that’s most relevant to today’s conversation to frame things. The president of the University of Pennsylvania was forced to resign by donors, faculty and politicians. Last weekend, she resigned four days after testifying before Congress about what constitutes anti-semitism at Penn. There had been calls for her resignation before her testimony, enormously, wealthy donors who had made 78 and nine figure gifts to Penn, withdrew their gifts and their support of President Elizabeth mcgill. The board chair resigned the same day. We want to examine the role of the donors in the forced resignation of the nonprofit’s president. What should you expect? How can you prepare, how do you manage a similar crisis? What lessons are there for you and your nonprofit where a major gift may be? 45 or six figures, Doug White. Thank you for coming back to nonprofit radio to talk about this and it’s good to be with you again. Tony really is, what’s uh what’s your take? Well, did I leave out anything uh essential to the, to the framing that, that, that uh that you think needs to be filled in or what’s your take on the, what we’ve seen over the past week? Well, I think everybody knows the major headlines of the past week, the three presidents of Penn, the University of Pennsylvania. I should say MIT and Harvard went to a committee in Congress to answer questions about their policies on free speech on campus. And as you, as we all know, many Congress people are upset with not only that testimony but also in general, what they think is going on in the campus world. And so the question became, what kind of policies do you have and what are you doing to, to change them if anything? And in a nutshell, the outcome was fairly negative for the presidents because they basically equivocated, they did not answer the questions directly. And that I think as you’re implying, created a groundswell of criticism and many people asked for the resignations of those three people as we’re speaking right now. And as you mentioned, uh the president of 10, uh her name is Elizabeth. Um mcgill resigned along with the, the president of the, the, the president of the board this past weekend. And just today, Harvard University affirmed their support or the board did uh their support of Claudine Gay. And I don’t believe that the mit president’s position is, is in any danger at this point. And as you’re also saying, a lot of that criticism is coming from politicians. Uh and um some of the constituencies at the universities and one of those constituencies and an important one is the donor base. And so the question I think that you’re asking is what, uh, what role the donors have played in all of this. So I think you’ve, you’ve set it up here, I don’t think there’s anything you missed, but it’s a, it’s a unique time in, I think the world of, of higher education and, and I think nonprofits generally, you know, any uh any uh it goes beyond the, the free speech conversation because a major donor at any nonprofit could be upset about any direction that they see or even maybe, you know, so granular to be a, a particular program or the, the administration of a particular program. So that, you know, it’s, it’s uh I, I it’s a conversation about how we manage our, our donors influence uh expectations uh so that we don’t end up in this kind of a crisis where, you know, maybe it doesn’t rise to calling for the, the CEO or executive director’s resignation, although it certainly could. But, you know, the influence generally that is uh you know, beyond what they’re, what they’re giving relates to. So, you know, the, these donors at uh the University of Pennsylvania, one of the, one of the uh so in one of the instigators uh is a uh is a, is an advisory board member to the uh to the Wharton School, which is the the Penn, you know, the Penn Business School now, you know, his giving and I’m, I’m, I’m gonna assume this, I think it’s safe, but at least for our conversation, I’d like to assume that, you know, his, his uh and he was the uh one of the nine figure donors. So we’re talking about $100 million or more gift, um probably doesn’t relate to free speech. It relates to programs at, at Penn. Um And he’s cons he expressed concern about the direction that he saw in the Business School. So it’s, yeah. So, so again, assuming beyond, it’s assuming that it’s beyond what they’re giving relates to what do we do when donors uh exercise influence? Well, uh you’re bringing up, I think this is the meat of the question. You’re bringing it, bringing it up. And for me, it, it’s almost i it’s really a fundamental question, the person you’re sp speaking about, I believe his name is Mark Rowan. He’s the uh either the head of or he was on the Wharton advisory board. Now, University of Pennsylvania, there’s a university and the business School is Wharton and Wharton has its own advisory board. They’re not a governing board, they’re an advisory board, but they’re very influential as many advisory boards are. Uh but at universities, it’s the governing board that is going to make a decision about whether the president is fired or hired. So he, he was not in a position to say, ok, I want her, I want her uh Elizabeth mcgill to be fired, but at least statutorily, but he did start a campaign that lasted for several, like several weeks actually saying that she’s got to go, she’s gotta go. And you’re right. He was one of the, I think it was 100 was it 100 million? That was 100 million dollar donor. Yeah. And he started to with withdraw that gift and encourage other major donors to do the same. The one of those major donors was John Huntsman who has a foundation out in, in Utah. He had, he’s a former governor and a former diplomat. Uh He was very upset. Uh Dick Wolf, the uh creator of the Show Law and Order. A graduate of U. Penn also said that he was upset. So Mark Roan, he uh the way I understand it, the people I’ve spoken with have said that he wrote to all of the trustees kind of like bombarding them on a daily basis saying she’s gotta go, she’s gotta go and she’s gotta go. Uh And this was well before the um the testimony on the fifth of December, it started the day after Haas attacked Israel. So he was very, very upset and to say that you’re gonna not give $100 million even to a place like Penn, that’s a big, that’s a big threat. And so Penn’s going to listen to it and I think where you were just heading a moment ago if I’m reading this correctly, is that, what kind of, what kind of influence should that kind of a donor have over this kind of a question at a place like Penn or any other university or any other charity? And my answer is complicated. One is we have to understand one of the highest levels of philanthropy is that a donor in the United States? Anyway, a donor has the right to give or not give to any organization he or she wishes. Uh That’s just a personal decision. Uh You can’t be, the person can’t be made to think that the gift has to be made or can’t or can’t be made. So it’s a personal decision. And in that context, uh Mr Rowan had every right to say you do not have access to my checkbook a if you do this. So I think that’s, that, that’s a guiding principle for me, Tony when it comes to philanthropy uh that said uh universities and many other charities. But right now we’re talking about universities here. They are in the, the spotlight when it comes to current affair, uh Current affairs. And it’s been a decades old um controversy where universities have been thought to be much more liberal than many conservatives would like to see them. And so the, the accusations have been that there have been conservatives who have not been able to make their speeches or people who have been invited, who are conservatives have been, uh, kept from speaking and, and that’s been, that’s been a, a mantra of the conservative voice in the United States. And quite frankly, uh, I, I see where that’s coming from. I do see where that’s coming from. So, what you’ve got here is the, the, these three presidents are saying, look, uh, we think what happened, what Hamas did was terrible. They all said that by the way, and then when asked more directly, uh whether you would uh condone that kind of speech on campus that says that, that says that Israel is basically uh en engaged in genocide. Uh should that be Condoned? Should that speech be Condoned? And they, they were, they were saying basically no. And the answer was supposed to be yes. Yeah. Well, they, they, they equivocated uh uh certainly uh Elizabeth mcgill did at Penn, but they were giving sort of legally le le legal scholarly answers uh to uh to a political panel that doesn’t, doesn’t engage in academics and, you know, uh and pedagogy uh nuance for that but, or new, right? Um But, you know, sort of, I was gonna, I was gonna say one other thing though, in terms of that, the legalese question, uh I don’t know if you’re old enough to remember this, but I am when Mike Dukakis ran for president back in 1988 he was asked a question at one of the debates about uh rape. And the question was framed about his wife being raped, which would really, in anybody’s reality, would the person would say? Of course, you know, Mike Dukakis relied on a very legalistic answer and there was no emotion in it. And I think the any lost points. I mean, the there was a moment in his campaign where it was not a highlight where he just didn’t say dolly, we gotta get the guy. This is what was missing last week with these presidents. They didn’t just say we got, we can’t have that. We have to con we have to condemn that kind of language. II, I wanna, I wanna focus on something that you said about the, the donors, you know, they, they have a right to give or not give where they would like to or, or, or not? So, does that bring things down to, you know, for our, for our listeners where major gifts are, like I had said, 456 figures. Um Do, does that bring it all down to the money talks? And you either accede to the wishes of the, the, the donor’s influence uh uh uh or, or you uh or you suffer the consequence? Well, this is what I was going to say earlier when I, what I said is kind of a complicated answer and I think you’re going into that second level of my, my answer there. What would have been my answer? Then, and that is that I would answer your question in a direct way to say no, they shouldn’t be exceeding all the time to a donor’s uh whims. Uh But I’d like to make a distinction between a donor that is given money uh with certain expectations and a person who is not given money and also the donor who is given without expectations, but who might be upset with the organization. So let me begin with the donor who’s, who’s made a gift with expectations. And that is an example of that. It would be the the Princeton gift where the donor was giving $35 million in 1961 to establish the graduate to endow the graduate program of what was then the Woodrow Wilson School of International Relations and the lawsuit that came about in the late early two thousands and went to the late two thousands that said that the school prison wasn’t doing what the donor wished. Um We won’t rehash that whole that whole scenario, but I will say this, that the case was one of saying I made you, I made this gift and you’re not following what we agreed upon. And in that case, I believe the, the university or the, the charity has an obligation to follow what it said it would do. I, I believe wholeheartedly that the, the university or the uh the charity needs to do what it said it was going to do. It’s in many states, it’s becoming uh there’s beginning to be some, some history, legal history on this. Uh and so many states are taking a closer look at it than they were back 25 years ago. But uh from a moral perspective, if nothing else, charities need to do that, it’s time for a break. Are you looking to maximize your fundraising efforts and impact this giving season? Donor Box’s online donation platform is designed to help you reach your fundraising goals from customizable donation forms to far-reaching easy share, crowd funding and peer to peer options. Plus seamless in-person giving with donor box live kiosk. Donor box makes giving simple and fast for your donors and moves the needle on your mission. Visit donor box.org and let donor box help you help others. Now back to lessons from the U Penn president’s resignation. That’s the one that we talked about on, on the show. When, when you uh abusing donor intent was published, the, just to distinguish that from uh what’s happening. Uh I think at the these universities, but we’re we’re broadening the conversation beyond them. Uh Donors are exerting influence beyond the likely beyond the terms of their, their gift, their gift and their gift agreements, and all the documentation. I I don’t, I, I’m, as I said earlier, I’m, I’m assuming that these donors uh Mark Rowan, uh Huntsman Ron Lauder was another one of the SD Lauder of Fortune um that, that they’re giving doesn’t relate to freedom of speech on the campus or, or conversations about anti-semitism. So I know, I know, I know you have three different um examples that you wanna talk through. Just, I just want to distinguish that the, the Robertson case was around the terms of their specific gift. That’s correct. And that’s why that’s in that one category, but you’re bringing into the other, in the current situation, this other category where the donors aren’t really supporting that as an issue, they’re not giving in response to this issue. In fact, I believe, and I don’t have it in front of me, but Ross, excuse me, uh Mark Roans gift was to establish a uh a financial uh kind of institute was Wharton. And so, yes, it had nothing to do with the, the free speech question. But when you get to the question that is at hand at this university uh at Penn and Harvard and mit, you’re talking about a fundamental purpose behind the organization’s existence. Uh And so any donor who is giving for whatever other reason has the likelihood to have an opinion about the university’s uh position on this rather fundamental question. Um The, the free speech question. And so you’re right, they, they, they, they’re giving their, their philanthropy over the years hasn’t had anything to do with, with uh I’m sorry about this, my dog in the background. I have a dog in the back of that. We’re family friendly nonprofit. We’ve had babies, dog, dogs. Your, your dog is relatively quiet compared to some. Yeah. Well, it says when somebody walks in the yard or something. Uh, but no, you’re right. It has nothing to do with the, the issue at hand. So, does this donor, should this donor have any sway in the university’s, uh, examination of this fairly large and fundamental question? I believe that these donors have gone further than what they should. I don’t believe that quite frankly, I, I, I believe in the sanctity of a university and what it does in terms of fulfilling its, its core obligations and one of its core obligations is to provide a what a uh an environment on campus that allows people to feel like they can express themselves and at the same time feeling comfortable doing it, not only expressing themselves but hearing other people express themselves and that tension as we have seen develop over these last decades. But I think it’s really coming to a head right now that tension is not going to be resolved one way or the other. The best that can happen is that it gets managed in my view and the managing of that isn’t up to a donor, it’s up to the administration of the university. So I do feel even though I said earlier, this is why it’s kind of complicated, even though the donor should not feel an obligation to make a gift or not make a gift. It’s up to him or her. It’s a personal decision. But at the same time, I feel that donors need to have a higher regard than what I’m seeing right now for how the university would deal with these questions on its own, rather than having a donor take, take a shot at this. And I feel the same way about politicians, by the way, uh uh free speech being a, as you said, a fundamental value of a university and, and in other nonprofits, uh they all have fundamental values, whether it’s uh valuing might be free speech, valuing people. Um uh a commitment to uh diversity and equity and inclusion, um Commitment, maybe to their environmental impact, reducing that, you know, whatever, whatever their core values are, we all all nonprofits have them. So, so you know how to manage the instance where donors start to exert influence over the, over the, the management of your, your core reasons for being and, and is there a way to prevent a donor from overreaching? I’m, I’m uh I, I, I’m not, I can’t envision one, but I’m interested in your opinion. And so is there a way to, to safeguard ourselves from the kind of crisis that these three nonprofits are finding themselves in? Many organizations have gift acceptance policies. And my thinking is this, that this issue needs to be part of that process. I sometimes ask organizations if they have a separate in addition to the gift acceptance policy, a separate policy for ethics. And I would put this question into that ethics category, whether it’s part of the gift acceptance policy or whether it’s in its own policy that they address this, because there are a lot of other issues where donors can be a problem uh in the, in the development of uh of, of the fundraising process. And uh last week I spoke in Indianapolis about donors who became problems. I would use Harvey Weinstein and, and Bill Cosby as examples of that. Um But here, we’re not talking about that kind of a problem. We’re talking about a problem where a donor is going to exert some influence. So I think it’s up to the uh charity to anticipate that there could be issues that donors have problems with at that charity. We’ll just use pen as an example or the three that spoke last week as an example and say, look, uh we have our core fundamental values. We don’t, we don’t claim to have all of the answers, but it is part of who we are as an organization to address this question as best we can. And there’s going to be tension over time and we expect you to permit us to deal with that tension without interference. And, and, and what, and I’m talking about the donor who’s made the gift so far, the, the guy who says, look, I gave you $10 million and now you’re doing something that I don’t like and I, I’m gonna kind of raise my voice in opposition and that voice has, has, has purchased because of that $10 million. And what the chair is saying before that all happens is saying you don’t have, you don’t have the authority and you’re making that gift knowing that fact that charities so far are, would be very reluctant to do that. They, they’d say, well, why would we want to create an enemy before we get started? I get that. But my, my concern is you don’t have any, you don’t have any real argument once this is all played out and you haven’t established that as a part of the ground rules, then you don’t have any real ability to say, look, we have this, we have this uh quest in uh within our own world here and you’re not part of that argument. Uh At least in terms of what you’ve given us. So my, my suggestion is for charities to look at this, this, this is a tremendously important learning moment for the charities to say, what can we do to prevent? Not so much the different, the, the, the, the problem that comes on campus here or whatever problem that comes with any charity because you can’t, you can’t know. Uh but you can put donors on notice saying we are who we are and your money is going to change our, our fundamental values. All Right. Let, let’s, uh, hypothesize the, the, um, forward looking charity that, that has, uh, an ethics statement that accompanies the, their gift acceptance policy and the donor has signed the, the ethics statement that they, they agree and it says that they will abide by it and something gets under their skin and they just ignore the agreement and do exactly what, um, Mr Rowan did at, at, at Penn and they pull their own, they pull their own donation and they start to encourage other major donors to do the same. Where, where are we just, we’re, we’re, we have an ethics policy that the donors signed on to. That doesn’t, doesn’t feel very uh reassuring in the face of losing a, a, a major donor who’s encouraging others, other major donors to go with him or her. Well, that, that was another part of this, by the way, I’ll get to the substance of the response and I don’t mean to delay it, but, but I do have to interrupt you, I’ll hold your feet to the fire, the academician. I, I do believe that, that, that campaign really to a daily campaign uh to dus the trustees at Penn was low handed. I, I don’t think that was a very, very highhanded uh maneuver on his part and that’s a little bit connected to some frustrations I have with some of high net worth individuals who think that because of that net worth, they have kind of an ability or an, an intelligence or an experience that they really don’t have. Uh, and they’re just shoving it, uh, into somebody else’s, uh, some charity world, I guess that comes with having the ego that it takes to make $100 million. So, you know, that’s not me. But, uh, make, make even more because you have 100 million that you can give away. Well, exactly. He’s got billions, I’m sure. Uh, but getting back to your question, uh, you’re right. The, the, uh, it’s only a piece of paper and it’s not a legal commitment or anything of that nature but what it does, uh, and it, it doesn’t solve all the problems. I will, uh, I will grant you that, Tony. And I think the listeners have to know that there is, I don’t have the, the magic bullet, but what it would do is tell the donor that you thought about this. In fact, I think it’s actually a cultivation tool because if you tell donors that you thought about this, you’re also telling them that you’re an intelligent caring, uh, thoughtful, charitable, charitable organization. And that, uh, as a result, your money is going to be well stewarded once it gets to us. But that’s just the way I look at it at the end of the day. You’re right. It is just a piece of paper and at the end of the day, the donor doesn’t have to abide by it at all. And he, and he makes the fuss just like, as has happened at Penn and Harvard too, by the way, we’re focusing on Penn, probably because MS mcgill did resign. But, you know, the, the Harvard problem was as severe. There were many, many, many donors who, uh said she should resign. So it’s not just that, but that paper, you’re right, that it’s not going to say it’s not gonna stop anything if the donor is really bent on making sure that uh a a resignation takes place. But it would allow, I believe the charity to say, look, uh we, we have thought this through, we, we think this through with our, in our world of philanthropy and we, we not only care about it but we respect our donors so much. We wanna, we wanna share this thinking with them. So there’s a, there is a high ground there in doing that even if the donor doesn’t really respect it. In the end, you have a book on nonprofit ethics. One of one of your earlier ones before I, before I knew you, you uh you were publishing. Uh and so we haven’t, we didn’t talk about that one on the nonprofit radio, but you, you published a book on nonprofit ethics. Yes, it was called The Nonprofit Challenge back in 20 gosh, 2010, 2011, something like that. And I looked at what was going on at uh the Red Cross after 911 and they had this, they had accepted a lot of gifts after 911 a a on 911 and shortly after, um, and, you know, the Red Cross its job is to take care of people who are victims of, of tragedy like hurricanes and, and fires and things like that. And I don’t wanna sound too brutal here, but there weren’t a lot of living victims after 911. And so the world of the Red Cross is, uh, it, it wasn’t the right fit if you will. They, you know, they got a lot of money but they couldn’t put it to what they would traditionally use it for that kind of a situation. Everybody gave money that I know of anyway, everybody tried to give blood. It was a, as a moment of, of national importance. And so of course, you’d want to go to the Red Cross and give, but they didn’t have enough places to put the money. So they, they put it elsewhere and a huge case came up afterwards, uh, because they had established a trust and, and, and the money didn’t go to the victims and the people who gave the money wanted them to go to the victims. So the question was, uh, not that anybody was stealing the money but, uh, ethically, what should the, what should the Red Cross have done? They have since changed their, their policy there. I, I think what the Red Cross is a great organization. Uh And that they, this handled that at the time is part of growing. I think uh we’ve never had a 911 before. The outpouring was huge. But that was just one example in, in the book on ethics. But the question there was how, how could we look at our ourselves? I think of, I think of charities, I think of the charitable sector, Tony as the ethical sector of our society. We oftentimes talk about ourselves as being the third sector of the business and government being the other two. So we’re the third sector. But I also think we’re the the ethical sector. We don’t have political pressures, don’t stop laughing. I understand there’s lots of politics that uh places like Penn and other charities. And we also don’t have the same uh need to make money for shareholders as as is true in the for profit world. And so we have a cleaner runway to look at ethical questions. And I’ve taken a lot of time these last several decades now examining the role far play in society and their, their ethical uh motive behind what they, what they need to be doing. And so uh yes, I feel like this what you had just asked about a moment ago in terms of a uh or what I mentioned a moment ago about the uh the, the ethics document or the, the agreement that the charity would have with the donor uh And if the donor doesn’t really abide by that, what happens? I think at least the charity would have the, the moral high ground to say we have thought this through. We have talked about it with the donor and we can’t, we can’t make the donor do one thing or the other at this point. But we can say that we’ve talked about it. And by the way, even at that point, if you take that down the road as you just did a moment ago, and the daughter is making a fuss, uh, the, the charity would still say, we, we respect the donor. We, we understand where he’s coming from or she’s coming from. This is not a us against him kind of a thing. But it’s a matter of saying, ok, here’s a, here’s a, a problem that has developed and we’re dealing with it the best way we can. And we can only hope that our donor sees that fact and tries to not use his or her uh financial ability to, to sway us in making decisions about our core, our core purposes. It’s time for Tony’s take two. Thank you, Kate. It’s December giving. I know how critical it is for you. I’m thinking about you. I’m on your side. I know I said a couple of weeks ago, but I wanna tell you again, if you do your best, then you can stand proud on January 1st knowing that there’s nothing more you could have done. I’m thinking about you this, these last few weeks of December. I’m with you. I’m with you. Do the best you can. That’s Tony’s take two Kate. Happy holidays and Happy New Year. Everyone. We’ve got VU but loads more time. So let’s go back to lessons from the U Penn president’s resignation with Doug White. The other dimension is that the, that, that donor is hurting the very beneficiaries that the nonprofit exists to help. In the, in the case of the universities, it’s, it’s students and, and faculty. Uh in the case of an animal shelter, it’s the uh it’s the animals that are housed in a, you know, in a no kill shelter. Uh in the case of a food bank, it’s the, it’s the folks who come in twice a week to fill grocery baskets and, you know, maybe come for lunches. Uh It’s, it’s, it’s, it’s, it’s not only a question of surrendering the core values, but it’s a, it becomes an issue of being uh detrimental to the people we exist or, or the people or entities. What? However, I mean, some charities exist to help the environment, what whatever we’re about to help donor, major donors pulling their gifts hurts the, the, the cause that we’re, we, we exist for what you’re pointing out right now is something I was listening for or looking for among the people at Harvard and Penn and MIT. And that is to say you may disagree with this, but by withholding your support, you’re really, you’re really hurting the entirety of our organization. You’re, you’re hurting what you want to see us do and you’ve already given us support to do what we’re doing. And so clearly, you think that we’re doing that correctly. And so if you’re going to take a position on this other issue and we all agree, it’s important, nobody’s trying to say it’s not important. But if you do hold your money back because of that, then what you are interested in is less likely to be successful. And so you’re really, really taking away a lot of what we can do that you want to have happen. So the argument can be brought back to the donors saying you’re hurting yourself by doing this, you’re hurting your own interests by doing this. And, and I think there’s an argument there and III, I haven’t heard that from any of these. I don’t know if they have been talking about this internally in among the board members or among their staffs or whatever. I haven’t heard that, but you’re right. They are hurting themselves. The donors are hurting their own interests when they, when they take that position, see, it would be one thing if the donor, if, if we’ll just use Mark, since we Mark Rowan, since we, we’ve talked about him, he could write an editorial in the New York Times or the Philadelphia paper or the student paper saying how much he opposes this, which is his right and quite frankly his obligation if he feels that way. Uh, but that would be a separate activity from withholding his money. Now that, that was not, that was not sufficient for him. The, the coverage I read said that he did have an op ed in the, the pen newspaper. Ok. Well, I’m not surprised and I thank you for telling me that I didn’t know, uh, that doesn’t surprise me and, and clearly, you’re right, it wasn’t sufficient for him. Uh, but this, this tug of war, you know, we, we a lot of time we talk about conflict. This is what another thing I wrote about in the, the book that you just referenced the ethics. You know, it’s not a question of avoiding conflict or, or, or making sure gets resolved to everyone’s satisfaction that doesn’t happen in real life. What does happen in real life among people who are, who are care about a resolution is that we, we understand this tension. And I think the free speech question is probably the per the perfect example of this and that is we’re not going to solve this. This is one thing that both sides don’t, I don’t feel, I don’t see it anyway, understand. And that is that there should be this one solution where everybody’s gonna understand the rules and with free speech, if I say, uh Hamas is a terrible group because look at what they did and they are, and I will say that they are terrible. But then uh if someone who supports the Palestinian cause and has, has taken a look at what’s been going on there for the last several decades, lifetimes. Uh uh They, they can say, look, you know, Israel is a bad actor in this whole thing. Both of those things can be true. Both of those sentiments could be within one person. And what I think the the university’s goal is to tell people that that’s what it is an ethical decision. When we talk about an ethical dilemma. The reason we use the word dilemma is because there’s no black and white answer. There’s no clarity to, there’s no clean way to get from where we are at a dilemma to where everybody’s happy. And oftentimes there is no way at all. So you see him manage it. You say, look, this is going to come up and it’s gonna come up and it’s gonna come up and we’re not going to come up with a rule that says, uh this is the way it’s going to be all the time when a conservative person comes, comes to, to, to campus, we’re not gonna say he, he, he can always say what he wants to and the same is true for a liberal person or what whatever the, the argument might be, what we’ve got to do is say, look, we understand there, there are conflicting viewpoints here and where, where the, where I do believe the president’s got it right. They said it’s context, uh, this is just the worst place to say this, but it was context dependent and at least defen the person who was doing the grilling at that point in Congress was saying, are you kidding me? And quite frankly, she had the, she had the hearts of, of America when she said that and I me to it, I, I think, you know, I have differences with this fact but they couldn’t say uh no, this was wrong. They, we would condemn this on, on campus. So, but the policy itself is true that you have to take a look at, at the context of what’s going on in this. And if you’re really saying, look, we’re going to make you feel unsafe you Israelites because you guys have been beaten down the Palestinians for the last 5075 years. Um Then, then that’s wrong because you can’t make anybody else. You can’t threaten anybody else. Uh In my view, you can say, I, I support the Palestinians. You can’t say, I believe you can’t say that. And I believe that’s what the presidents of these universities were saying. And, but they were also saying that the, the, the Israelis have a position too. And what, what, what fuels this conversation right now is the atrocities that Hamas committed against the Israelis that that, that is, you, you, you know, one of the steps that I’ve created when it comes to ethical decision making because everybody thinks it’s, you know, kind of squishy. And, you know, I, I know ethics because my mama told me what’s ethical or, I know it’s in my gut. That’s what a lot of people think. But when you’re trying to deal with someone else who has a different mama or has a different gut, uh, you’ve got to have some common, some common language or, or you don’t go anywhere. And so, you know, you’ve got to say, look, uh, you’re gonna be uncomfortable. We’re not gonna try to take away the discomfort of being on campus. We’re not gonna try to take away the discomfort of hearing something. You really, really, really don’t like. That’s where I think colleges have gotten it wrong. This question of saying we’re gonna make everybody comfortable. So everybody’s happy all the time. That’s a recipe for disaster. And, and my, and my feeling is that, uh, you know, as long as you, uh don’t threaten anyone or imply that there’s a threat to anybody individually and physically that you’re taking a position on policy, then then anybody should be able to speak and people who are, and you, you’ve seen this a lot more where a conservative comes and the liberals kind of shout them down. I think on campus, the shouting down thing, you shout me down, you’re out of here. I mean, you don’t have a right to be in the room if you’re gonna shout something. Well, that goes right. And that, of course, and then that goes to the, the core values again, you know, what, each nonprofit supporting its own core values, what, what it stands for, uh, even in the face of, you know, uh potentially losing major, major support. Uh I wanna look at another dimension of this, that the uh these three university presidents are, are all women and at least at Penn, that’s the one we know the most detail about all the major donors are men. Uh So I don’t, I don’t know that that’s true at, at the other two universities. But, but again, I want, you know, I want to take it out of the university context. Do you think there’s a, there, there’s, there’s a gender bias here that it’s, it’s a bunch of, uh uh I is, it is a bunch of rich men picking on a bunch of uh uh female CEO S I, I can’t believe you’re bringing this up because this is the conversation I had with my wife a few days ago. Uh and she brought that to my attention and I’m thinking first of all that, the Ivy League has seven out of its eight pres uh eight presidents as women, which is, I think an astonishing thing given the history of the uh schools and astonishing and a good thing uh Dartmouth just got its new president, a woman for the first time this past fall. And so I’m thinking this is, this is great. I’m not looking for a woman necessarily. That’s not how I look at. No, but, but let’s deal with. This is a good thing to deal with the, this, the, the what, what seems to me to be AAA gender, a gender overreaching? Yes. And iii I think the answer. OK, so I will answer your question. I think yes, I think that’s a factor. Uh And uh but I don’t think it’s i it’s, it’s meant I don’t think that the donors at Penn have said we want to get this woman out of there. Now, there have been some donors at both Penn and Harvard. I think I was reading the other day about Harvard and Claudine. Gay people were against her even before she was, she was there. And one of the, I think was Bill Ackman, a lot of the financiers who supports Harvard who said that uh when you limit your choices to a woman of color, then you’re taking a lot of people off the table and that was wrong as a process and, and he, he can believe that and people would think he’s right. Uh It’s not a fact, it’s an opinion. So I don’t think you’re taking a lot off the table. You might be taking a lot off the table, but you’re leaving a lot on too. So I don’t think that was a really accurate. I don’t believe that was an accurate criticism but was there a gender bias in here? Um All of these women, all of these presidents are women? All the then all of the critic, criticizers were uh men uh at least the the most vocal but there were some women I know at Harvard who were on staff who, who felt uncomfortable with Claudia Gaines gays leadership. Uh But you can’t, you can’t ignore it, can you? I mean, you bring it up. My wife brought it up. I don’t think it’s something you could ignore. Uh And I think it should be part of the conversation. If I were a reporter, I would go to some of these really, really wealthy people and ask that question. Now, they might deny it, but I would like to hear them, deny it because I do, I, I, I’d like to hear their, their answers to that also final dimension that uh I’d like to bring up because we just have a couple of minutes left. Board support seems to be key here. Uh I at Penn, the board support eroded for uh Doctor Elizabeth mcgill uh at uh Harvard, as you said, just yesterday or today, today, the, the Harvard board has said we are behind president gay board support. Uh So I know knowing your board members that you, you’re not gonna be able to anticipate how they’re gonna react in, in the event of uh of a crisis. But knowing them having their support overall, it seems to be a, a distinguishing factor here. One of the points that was made in the news articles that I read about Elizabeth mcgill, who being fairly new was that she didn’t have time to create uh relationships uh really deep relationships with individual board members uh to your comment a moment ago. Yes, board support is crucial. Uh In fact, I mean, just, I’m sure your listeners know this, but just to get this on the, on the table, the board is the president’s boss. And so the board hires and it fires the president. Uh she, she kept the board from having to fire her by resigning. But, um, it could have been different at Harvard because she wasn’t going to resign and they could have fired her. Uh, but the board is crucial and, but what not the waters a bit here is that many of your major donors are also on the board. So you have, you have that going on that was going on at Penn too. But the board, the board really, the job of the board is to set, not only a strategic direction but also a philosophical direction for the organization and the president is meant to be the executor of the, of that philosophy. And so when, when you see a, uh uh uh a, a president who went out these three did or to Congress, they are saying what they are carrying forth the values of the university. That’s another, I’m so glad you brought this up because that’s another, quite, quite frankly, another big issue for me. The board did not have Elizabeth mcgill’s back. In fact, it was the opposite. Um and it was the opposite for a long time. It had been building up. Hamas was uh the, the, the, the, the testimony was just the last straw. But that said they, they, each of these women, each of these presidents were doing what they both, they all agreed to with their boards. And so the board walking away at that moment, uh I felt was, was unfortunate for those people. They, they need the support of the board. If I, if I were on the board and I really disagreed with what they said before Congress, I would say, let’s take this behind closed doors. I would not have done what they did know your board, know your board members. I think, I think that’s another takeaway. All right. Doug, you wanna, you wanna, you wanna uh give us a uh closing closing statement? I feel so strongly about charitable organizations. Sometimes people don’t realize that places like Harvard are charities and they’re so, so wealthy, but they are legally speaking, they’re in the same place in the IRS code as the local uh food shelter. Uh And, and so, uh I think we, we look at charities and say uh there are organizations that will do the work that neither government nor business does or no for profits do. And so we are so fortunate to have them and we need, and they need our support. They do not live uh solely on their earned income. And what I mean by that is uh in the case of the university uh tuitions, they need uh they need philanthropic support and it just so happens that the United States has many, many uh good philanthropists, I mean, by philanthropists, people who just give any amount of money that, that support to charity is crucial. And what I would hate to see is that this issue as big as it is take away the philanthropic support these organizations get and, and I do want to make a point here, Harvard Penn and mit all those organizations represented in Congress are all what we would call very wealthy organizations that is to say they have, they have big endowments, but that said they still need their annual support. We I can’t go into now as to why that is. But I can, I can say for a fact that each of those people legitimately, each of those organizations legitimately need uh philanthropic support in addition to their, their endowment, they do great work for society. And I would, I would really not want to see this situation as important as it is as fundamental as it is to these organizations that would not like to see this situation overtake our spirit of philanthropy to these three or any other party in the United States or any others. Those are, you know, the, all our listeners know the value of small gifts, annual gifts, major gifts, foundation support. We didn’t even talk about the institutional support. It didn’t, didn’t really doesn’t seem to have applied here, planned gifts, recurring the monthly. They, they’re all important and I hope this has helped folks to put some thought around how you might uh manage a AAA crisis like this, how you might help prevent a crisis like this. Doug Thank you very much for sharing your, your wisdom. Well, Tony, I appreciate your taking the time to have this uh conversation on this particular topic. It’s very emotional for many people. It’s emotional for me. I think of it as being fundamental to what we do. You and I and so many thousands of others across the country all to promote uh what I think is our ethical sector, Doug White author and advisor to nonprofits and philanthropists. You’ll find him at Doug white.net. Thank you again, Doug, my pleasure. Next week. No show. It’s Christmas the week after. No show. It’s New Year’s. We’ll be back the second week in January for our 2024 outlook with our smart contributors, Amy Sample Ward and Gene Takagi. If you missed any part of this week’s show, I beseech you find it at Tony martignetti.com. If you celebrate Christmas, I hope you have a great one. I hope you have a fun time, wonderful time with family and friends. Happy New Year. Of course, wishing you the best in the early weeks of 2024. And we will be back in the uh in the second week. I hope you enjoy your time off time. Well deserved. And Kate Merry Christmas, I’ll be seeing you in person for Christmas Week. So see you soon. See you soon were sponsored by donor box, outdated donation forms blocking your supporters, generosity. This giving season donor box, the fast flexible and friendly fundraising platform for nonprofits donor box.org. Our creative producer is Claire Meyerhoff. I’m your associate producer, Kate Martinetti. The show social media is by Susan Chavez. Mark Silverman is our web guide and this music is by Scott Stein. Thank you for that affirmation. Scotty be with us in a couple of weeks for nonprofit radio. Big nonprofit ideas for those other 95% go out and be great. Happy New Year.

Nonprofit Radio for November 27, 2023: Donor Surveys & People-Powered Movements

Crystal Mahon & Christian RobillardDonor Surveys

You’ll make the most of the donors you have by discovering their potential through surveying. Crystal Mahon and Christian Robillard talk principles, best practices and goal setting. Crystal is with STARS Air Ambulance and Christian is at Beyond The Bake Sale.

 

 

 

 

Celina Stewart & Gloria Pan: People-Powered Movements

This team helps you build more effective and inclusive movements, by encouraging you to think about communications, power and privilege. They’re Celina Stewart from League of Women Voters U.S. and Gloria Pan with Moms Rising.

 

 

 

 

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Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio.
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And welcome to Tony Martignetti nonprofit radio. Big nonprofit ideas for the other 95%. I’m your aptly named host and the pod father of your favorite abdominal podcast. Oh, I am glad you’re with us. I’d suffer the effects of emphasis if you inflamed me with the idea that you missed this week’s show. Here’s our associate producer, Kate. What’s going on this week? Hey, Tony, we’ve got two convos from 2020 donor surveys. You’ll make the most of the donors you have by discovering their potential through surveying Crystal. Mahan and Christian Robillard talk principles, best practices and goal setting. Crystal is with stars air ambulance and Christian is at beyond the bake sale. Then people powered movements. This team helps you build more effective and inclusive movements by encouraging you to think about communications, power and privilege. There’s Selena Stewart from League of women voters, us and Gloria Pan with moms Rising. These both aired on August 7th 2020 on Tony’s Take two Happy Thanksgiving. Unbelievable were sponsored by donor box, outdated donation forms blocking your supporters, generosity. This giving season donor box, the fast flexible and friendly fundraising platform for nonprofits. Donor box.org here is donor surveys. Welcome to Tony Martignetti nonprofit radio coverage of 20 NTC 2020 nonprofit technology conference in 10 made the excruciating decision to cancel the nonprofit technology conference. But we are continuing virtually, you’ll get just as much value. Uh We don’t have to all be close to pick the brains of uh the expert speakers from uh from N 10. My guests now are Crystal Mahan and Christian Robillard Crystal is manager of annual giving at Stars Air Ambulance and Christian is founder and chief podcaster at Beyond the Bake Sale. Crystal Christian. Welcome. Welcome to nonprofit radio. Thanks, Tony. Thanks, Tony, great to be here. Uh It’s a pleasure to have both of you. Um You are both in uh in Canada uh Crystal. You are in uh Alberta and Christian. Remind me where you are. I’m in uh beautiful sunny Ottawa, Ontario, Ottawa, Ottawa, the capital, the nation’s capital. Not to be, not to be disputed with Toronto who uh likes to think they’re the capital. I know well, and many Americans think it’s either Montreal or Toronto. Yes. But uh Ottawa capital. All right. I’m glad to know that you’re both well and safe. Um And, and glad to have you both with us. Thanks. Um We’re talking about donor surveys. Your, your NTC topic is uh donor surveys, your untapped data, gold mine. Uh Crystal. Why are surveys? A data gold mine? Well, we had the fortune of launching a survey. We’ve never done one prior to 2016. And when we did it, we were amazed at what we found. So we learned a lot about our donors in terms of their communication preferences. We made money like easily made net on that. And on top of that, we actually ended up learning a lot about time giving prospects and turns out that there were a lot of donors that we had no idea, had named us in their will or were interested in naming us in their will. So there was a lot of revenue like hidden revenue that we were finally getting access to. So that’s sort of where that line is moving here. What’s what it’s referring to? Interesting. I’m, I’m looking forward to drilling into that more because I do plan to giving fundraising as a consultant. Uh And I’m sometimes asked by clients about doing surveys. Um So I’m interested in what you’re doing as well. Um And, and you’re getting uh gifts, you said you’ve made money back from them. So people do send you gifts of cash along with their surveys. Yes, like this year we did uh early because last year 2019, our Stars Ally survey made $300,000 and then that all all the new people that we found for plan giving, like we’re looking at billions of dollars coming into the door in the future for stars. So it’s yeah, to not do a survey just seems like a huge opportunity at this point. Yeah, my good. Did you say billions with a B no millions with an millions? OK. The audio is not perfect. So it almost sounded billions. So I wanted to be sure because I’m sure listeners have the same question. OK. Millions, millions are still very, very good. Um Christian, anything you want to add to about why these are uh such a gold mine for nonprofits? I mean, besides the fact that you’re using data, obviously to reinforce certain decisions and to highlight certain wealth elements, I would say in terms of your sponsorship potential, I know that a lot of organizations are looking more so into the corporate sponsorship, corporate engagement side of things. And I think with your, your donor surveys, you can really reveal a lot around where people are working their levels in terms of uh positions within a certain company or organization. And that can lead you down some interesting paths from a corporate sponsorship perspective. OK. OK. Um Your um your description of the, the, the workshop said that uh you make the most of the donors you already have and it sounds like you, you both obviously are, are are going there, is there anything you wanna add about sussing out the, the, the the value that’s in your uh that, that you don’t know you have among your current donors? Well, from our perspective, like it’s given us an opportunity to get to know our donors better in terms of what, what are they actually interested in learning about in our organization or why are they choosing to give? And it allows us to tailor our messages and just be a lot more personal with them and act like we really know them as opposed to them just being a number in our database. So it really give us an opportunity to really cultivate that relationship and just continue bringing them on board and continuing that relationship with them. Yeah. OK. Um Is, is most of your uh content in the, in the workshop around the best practices for, for surveys? Is that what we’re gonna be exploring? Mostly Christian, feel free to jump in. I would say that we were working a lot at best or best practices then also case studies. So people would have some tangible examples of how to actually launch one but to consider and what they would actually need to do once they go back to their nonprofit actually. Ok. All right. Well, let’s, um, let’s start with like, where, where do you get started? W who, who, who are the best people to send surveys to or, or what types of information are, are you finding or most uh re responded to or what types of questions are most responded to? How can you help us sort of frame uh uh an outline of what we, where to get started? Well, Christian and I talked a lot about building the proper scope of your survey. So, figuring out like, why exactly are you doing the survey? What are you trying to find out? And once you kind of, I guess tailor down exactly what you’re trying to learn or what you’re trying to achieve that can sort of help you figure out who you need to actually reach out to and what demographic or audience you need to build that sort for. Ok. So like starting with your goals, what’s the, what’s the, what’s the purpose of the darn thing? Yes. OK. OK. Um Christian, you wanna, you wanna jump in around, you know, starting to get this process started? Yeah, absolutely. And I, I think uh as crystal and I were kind of building this piece out whether you’re talking about uh more of a philanthropic focus for your survey or whether you’re talking about more of a corporate kind of sponsorship, focus of it. You ultimately want to ask yourself a number of different questions before you can get going things around. What you ultimately want to know about your donor base or about this particular audience population that you’re ultimately looking for. More information on. Why are you doing this in the first place? Is, is this more responsive, isn’t it more of a proactive type survey to uh explore new avenues? What do you ultimately need to know? I think that’s an important element to focus on is not asking everything but asking the right. Things who do you need to ask? So who is the actual population that you’re targeting at the end of the day? Uh What would you do with the information? So don’t just collect information for, for information sake, not that, that’s not important, but what’s the actual actionable pieces for that? And how are you going to protect that information? I think with the today’s sensitivities around, around data privacy, it’s really important for, for charities and nonprofits to steward that data as they would, any type of gift that they ultimately get. Yeah, in terms of the data stewardship that, that might constrain what you ask as well because now you have um uh conceivably a higher level of security that you need to maintain. Absolutely Tony and even just in terms of sensitivities of, of phrasing certain questions, I think it’s important for you to think about how you phrase certain things and how intimate you’re ultimately getting. And if you do get that intimate, like you said, how do you protect that data? But also what’s the purpose for collecting that particular piece of data aside from, well, it might be a nice to have someday instead of this actually contributes towards our, our bottom line. Now you’re doing uh surveys around corporate sponsorship. Uh Right. That’s, that’s the example you mentioned. So you’re, you’re getting to know where people work so that you might use that information for potential sponsorships. Yeah, I mean, when you look at sponsorship. Ultimately, it’s, it’s very much a business transaction. If you look at how Forbes just uh defines sponsorship, it’s very much the cash and in kind fee paid to a property, a property being, whether it’s a charitable run or some type of adventure or conference in this case, um in return for access to the exploitable commercial potential associated with that property. So you think of any other type of exploitable commercial potential, which is the most buzzwordy definition you possibly could. If you think of any type of advertising medium, whether it’s TV, radio print, you wanna know ultimately who’s in your audience. And one of the best and most effective ways to do that is to conduct some type of survey to really tease out who are some of your very specific or niche audiences in Canada, we say niche. So it’s a bit of a cringe for uh for us up here in the north. But uh having a survey to really tease out who are, who’s in your audience and some of the more behavioral psychographic uh demographic features of that audience are particularly important to, to have to really make a compelling case to, to corporations looking to use sponsorship with your organization. OK. Um What format are you using? Christian Crystal? I’m gonna ask you the same thing shortly. What, how are these offered to people? Yeah. So we, so in the experience that I’ve had, we usually use a survey monkey survey of some kind that allows for a lot of cross tab analysis to be able to say that people who are in between the ages of 18 and 29 have this particular set of income. They have these particular purchase patterns, they care about your cause to nth degree they um are engaged with your cause or with your property and whether it’s through social media or through certain print advertisements or whatever that might be. And we usually collect around 30 plus data points on all of those uh on all of those elements ranging from, again, the behavioral to the demographic, to psychographic to some very pointed specific questions around the relationship between your cause and the affinity um for a certain corporation based on that uh based on not caring for that cause. Yeah. Uh So you said collecting around 30 data points? Does that, does that mean a survey would have that many questions? Absolutely. Oh OK. Now I’ve heard from guests in the past may have even been NTC guests, not this year, but the, you know, the optimal number of questions for a survey is like five or six or so and people bail out uh beyond that point. Yeah. And, and usually before I had actually sent out a survey of that magnitude, I would agree with you, Tony and I would agree with most, I think the, the important differentiators one is that you frame it as it’s very much for improving the relationships and the ability for the, the cause properties, whether that’s your, run your gala, whatever that might be to raise money. And usually the audience that you’re sending that to is very receptive to that. I think you want to frame it also, as you’re only collecting the most important of information. And uh you’re also looking at uh again, like you’re incentivizing it in some way, shape or form. So usually when you tailor it with some type of incentive, be it a $50 gift card opportunity to win something like that, usually people are a lot more are a lot more receptive. And in the time that we’ve done surveys, whether it’s in my, my past days consulting in the space or now doing a lot of work with charities and nonprofits, we’ve sent it to tens of thousands of respondents and you get a pretty, a pretty strong response rate and a really nominal if negligible amount of an unsubscribed rate. So people are not unsubscribing from getting those questions. And in fact, they’re answering a lot of them and an important element as well as making them optional. So not forcing people to have to fill out certain pieces but giving them the freedom to answer whichever questions they feel compelled to. But when you’re doing it for the cause people are pretty, are pretty compelled to respond to those types of questions. Crystal, how about you? What what format are your, your uh surveys offered in? We do both offline and online. So our donor base tends to be a little bit older. So for us, the physical mailing is absolutely mandatory because, because a lot of our donors respond that way. Um But we do also produce an online version for, I guess other parts of our donor base that are in a di different demographic or just based on that person’s preference, just giving them that opportunity. Um But what we did find is that in terms of our offline responses, we had a lower response rate in terms of responses to the survey. But exponentially more donations coming through offline as opposed to online. And then for online responses of the online survey, we had a lot more responses to the online survey but far fewer donations. So we found that there was an inverse relationship there. And I thought that was very interesting. It’s time for a break. Are you looking to maximize your fundraising efforts and impact this giving season? Donor Box. Online donation platform is designed to help you reach your fundraising goals from customizable donation forms to far-reaching easy share, crowd funding and peer to peer options. Plus seamless in person giving with donor box like kiosk. Donor box makes giving simple and fast for your donors and move the needle on your mission. Visit Donor box.org and let donor box help you help others. Now, back to donor surveys. Do you uh subscribe to the same uh opinion about the, the length that there can be up to 30 questions in a, in a survey. As Christian was saying, we personally haven’t practiced that. We usually keep ours between five and 10 questions and sometimes we even tailor it. If we know that somebody is interested in a particular program, we might take out a certain question put in something else related specifically to them. So there is some variability in the surveys, but generally we keep them quite short. But I do agree with Christian for sure in terms of really framing the purpose of the survey. And each of the questions around this is the whole purpose of this is to build our relationship with them and to better serve them and to get to know them better. And I think that really makes a huge difference and then we also do the incentivizing approach as well. So I think that also inspires people to uh I was just gonna ask about incentivizing, OK. Something similar like a, a drawing for a gift card, something like that. Yeah, we get a Stars Prize pack because we wanted to do something that would be specific. They couldn’t get something that they could elsewhere. So, yeah, we, we have started merchandise. So that’s one of our OK. Um I’m gonna thank Christian for not having a good uh a good video uh appearance because this video I’ve done 10 of these today and they’re all gonna be, all the videos are gonna be preserved except this one because Christian um has a very extreme background. It’s really just like a silhouette, a head with headphones is really about all I can see. But um I’m grateful because my background just fell. I have a little Tony, I have a Tony Martignetti if you watch all of these videos, which are gonna be available. Uh There’s a Tony Martignetti nonprofit Radio, um sort of easel, you know, um CEO core, you know, sign and uh it was behind me. Uh It was, and it just fell while uh Crystal was talking. So thank you. Uh Christian. I was just so surprised that you could ask 30 questions on a survey and get some type of uh degree of response. So it, it, it shook my house that I’m 30 data points. What madness is this? I’m so aghast at it. Yes. And then also the fact that the two of you disagree. Um All right. So, but I’m shouting, calling myself out as uh having a, a flimsy background but it lasted through, it lasted through like seven hours of this. I love it. I also say that we don’t necessarily disagree, but I think different surveys serve their different purposes. So I agree with Crystal that in, in that particular case, you only need to send one that has 5 to 10 questions. Whereas in this case, you’re probably sending it to, in, in a sponsorship case, you’re probably sending it to a larger population of people and you only need a certain amount of people to fill it out. So, um, Crystal, I had asked you and you probably answered, but I got distracted by my collapsing background. Uh What, what kinds of incentives do you offer? Uh, we offer Stars price pack. So it’s Stars merchandise. So we wanted to offer something a little bit different other than like a gift card that they could get through any other. Yeah, so that’s all right. Um a different angle for us. Yeah. Personalized to Stars. Ok. Got you. Ok. Um Now was yours specifically uh uh a planned giving survey or did you just have a couple of planned giving questions? And that’s where you discovered this data, gold mine of future gifts and all the wills that you found out that you’re in. It was not, it was not specific to plan giving. So it was more just a general survey. And then we did have a question about plan giving and then we were stunned by the response that we saw in subsequent years. We kept asking that and right now we’re sort of in the middle of doing a whole plan giving strategy and trying to really build that out now that we know that there is this whole core of people that are interested in this and that our donors are open to it. So it’s really opened up a lot of opportunities for us as an organization of all. Yeah. Interesting. Ok. All right. So, you, you learned from the first time this is, you’re in a lot more states than you had any idea. Yeah. Um, le let’s, let’s talk about some more, uh, good practices for surveys. Uh, Crystal. Is there something you can, one or two things you wanna recommend and then we’ll come to go back to Christian. Yeah. One of my major things is that if you’re gonna ask a question, you have to know what you’re gonna do with that data after the fact, like a pet people sign is where people just ask a question to ask a question for whatever reason, but then they don’t action anything out of it. Like to me, it’s very important that if our donors are going to spend the time to actually read through your survey and take the time to respond or mail it in or submit it online that we actually to do something with that information. So whether that’s tailoring future messaging or changing their communication preferences or whatever it is that they’re asking us to do or telling us, I think that’s so important is that you have to have a follow up plan in terms of once these responses come back in, what are we gonna do with them? Who is gonna take action? How are we gonna resource this? How are we going to use this information, I think of um date of birth as, as a good example of that, like if you’re gonna, if you’re gonna develop a plan to um congratulate someone for their birth on their birthday each year, then that can be a valuable data point. Um But if you just, you know, if you’re just asking because you, you know, you don’t have a purpose, you’re just interested in what their age is for some vague reason, then, then there’s no, there’s no value in asking. And if, if it’s just a follow up, if it’s just to know their, you know, when you want to send a card, maybe you don’t need the year, maybe you just need the day in the month. Um But if there’s value to your database for knowing their age and then you would ask the year. Exactly. So it helps you filter down there. What do we need to know? And why are we asking these question? What is the purpose, Kristen? You have a uh uh best practice you want to share. Yeah, I would say consider the not just the population size that you’re not just the population that you’re serving, but also the, the representative makeup. So if you know that your database is predominantly on more of the, the senior side of things, but you’re getting a disproportionate amount of, of more uh individuals who are on the younger side of things in terms of respondents that’s something important that you have to take into account. So the make up of the actual population is um is more important than I would argue than the amount of responses. You can get a crazy amount of responses. But if it doesn’t represent the population that you’re serving and that who make up your donors, it’s, it’s not gonna be valuable data to you. I remember one time we had uh an instance for an organization wanted to uh want to do a survey for sponsorship purposes and in other cases, it’s been for more donor specific like, oh, we’ll just put a note on Facebook or Twitter or something like that. It’s not necessarily your population, it’s not necessarily the group that you’re looking that you’re actively engaged with. Um in a fundraising perspective, you get information to the otherwise and then obviously reflect on that and use that. But um be really clear about the, the breakdown that you need to have in order to make the, the information actually representative of the rest of your database. Um What, what kinds of response rates like? What’s, what’s a decent response rate to a, to a, to a survey? I uh I think it depends what type of server you’re sending. I will, I’ll let Crystal speak to this more, but I’d say if it’s philanthropic, it can vary on the sponsorship side of things you’re looking for. Um a response rate that coincides with a 95% confidence interval with a 5% margin of error. That’s good market data to calculate that. There’s a bunch of big cal complicated formulas that we probably have all repressed from our time. In uh in statistics in uh in university, there’s a, a company called Surveymonkey that actually has a calculator for it. So if you go to the Surveymonkey website, you can actually um just plug in a what the sample size or what the actual size of the, the database you’re sending it to and you can plug in what confidence integral that you want and then what margin of error that you’d like and it’ll pump out a number of a minimum that you need to have. I would say that’s a good starting point. But again, as I talked about before, make sure you have the representative breakup breakdown of uh of who’s actually within your audience reflected in the survey results. And don’t have it disproportionately skewed towards a particular demographic that might be just more inclined to uh to respond to surveys. OK? OK. Um Crystal, anything you wanna add about uh the, the, the confidence it’s, it’s different. But, but yeah, but yeah, that I I withdraw that, that doesn’t make sense for you because you’re doing individual philanthropic surveys. So each response you get is valuable. You find out that someone is interested in plan giving already, has you in their will. That one response has, has great value yes, the purpose of our survey is a little bit different. So we don’t worry so much about that, but I completely agree that the Christian in terms of actually needing to calculate that and being mindful of who you are actually reaching out to with this survey to make sure that the representative of the, that you’re trying to question your survey. What what, what kind of response rate do you shoot for though Crystal? Cause still, you know, these, these things take time and you’re doing some of them are offline. So there’s postage and printing, et cetera. What kind of response rate do you consider good for, for an effort like that in terms of a financial response rate? So what I would clarify that for us, our response to the survey doesn’t necessarily mean a gift and a gift to the survey doesn’t necessarily mean that they responded to the survey. So in terms of number of gifts, we usually aim for between six and 10%. Um But in terms of actual response to the survey, we’ve seen as low as 2% but then as high as 7% depending on the year of the channel. Um So either way, like we have, we’re quite lucky, we have quite a large database. So any of these hands could be 50,000 people or more. So even 2% it is a pretty decent sample and gives us a lot of work to do and a lot of information to build off of? Ok. Ok. Um, for your online surveys, Crystal, are you using surveymonkey also? Did you say I’ve used a couple? We used Surveymonkey last year. Um, it is very user friendly. What I would caution people on is to always read the fine print about whatever price package they’re signed up for because like we discussed for our surveys a lot, a big focus is the financial return on it. So we needed to pick a price plan that involve being able to redirect right from the survey monkey page to our donation form. So you have to be really mindful of things like that. So in some of the basic packages, they don’t allow you to redirect to the donation form and that if you can’t do that, that will really negatively impact your financial return of the number of donations you’re going to see in? Ok. Is there another online tool that you like? Also I used a platform called Response, I believe they’re based out of Sweden or somewhere in Europe. And they were very good to be honest. So and there are some limitations as well with them in terms of what the different packages offer. But right now we’re using Surveymonkey and that’s what we’re sending out our like, for example, like even surveys, we’re sending out the survey Monkey or any of our ST based ones. So that’s what we’re using actively. OK. How about you Christian. Is there another one besides Survey Monkey that, uh, you could recommend? I, I think it just depends on what you’re, you’re looking for Tony. So, if you’re looking for a lot of, let’s say more Q answers, I’d say even a Google form would, would be more than, would be more than acceptable. It really just depends on what functionality you want to get out of. I use Surveymonkey pretty religiously just because it’s like Crystal said, it’s very user friendly. It has the functionality that I need and it’s real and it’s relatively um reasonable in terms of, in terms of price point for what you get. Um It’s also going to depend and it’s up to you to do due diligence on what types of functionality you need. Do you need to integrate with your database versus other software? Do you need certain functionality? Do you actually know how to use a lot of those things? Is there going to be support? And again, like what, what are they going to do with your data? Like do they have access to your data, whether it’s metadata or otherwise? Are there other rules or jurisdictions you have to consider with that, that data privacy? So I use Survey Monkey. But lots of considerations to make. Ok. Ok. Thank you. And um so Christian, why don’t you uh why don’t you lead us out with some uh take us out with uh some I guess motivation, closing thoughts what would you like to end with? Absolutely. I would say from a sponsor perspective, whether you’re a large organization or small organization, the, the riches are in the niches. So to do good sponsorship, it requires good data and it requires those 30 plus data points. But whether you’re a big group or a small group, you can compete at the, the same scale, especially um with the amount of money that’s being spent on cost sponsorship over $2 billion worldwide, which is no small amount of money that’s that you can get access to whether you’re $100,000 a year org or a million dollars plus requires good data. So make sure you’re collecting good data. Make sure you’re clear on uh what you want to use your information for and uh yeah, just be, be diligent in uh in making sure that the, that the data is actually protected. Ok. Um I was, I was, I was gonna let Christian end but since the two of you have such divergent purposes, which is fabulous for, uh it’s great for a discussion, uh, divergent purposes around your surveys. Crystal, why don’t you take us out uh on the, on the philanthropic, the individual donor side? Yeah, absolutely. So, like we were discussing, don’t be afraid to fundraise. Like, just because it’s a survey doesn’t mean that you can’t make money off of it. Your people are supporting you enough that they’re willing to fill out a survey and respond to you, they may be willing to donate as well. And then on top of that, like I said, you, you have to know why you’re asking these questions and what you’re gonna do with that information after. It’s really important in terms of respecting your donors time and the fact that they’re giving you this information, you need to be able to use it and sort properly and safely. And then lastly, I just say, please, please, please test your survey before you actually send it out, send it out to other departments or other people that are not in the midst of building the survey so that you can find out that you phrase things appropriately. You’re actually learning what you want to or the functionality is appropriate. I think that’s just so important because you only have one chance of sending it out. So just make sure that it works appropriately. Ok. Thank you very much. That’s Crystal Mahan Manager of Annual Giving at Stars Air Ambulance. And with her is Christian Robillard founder and chief podcaster at Beyond the Bake Sale Crystals in Alberta. And uh I’m sorry, Crystal, did I just say crystal? Yeah, I know crystal. Say crystal. Crystal. Crystal. Crystal. I know is in Alberta. We don’t make it easy on you, Tony and I, I got through 25 minutes so well. And then it’s a lackluster host. I’m sorry. It’s uh this is who you’re stuck with the Christians in the capital city of Ottawa. Thank you so much, Christian Crystal. Thank you very much. Thanks Tony. It’s time for Tony’s take two. Thank you, Kate. Happy Thanksgiving. A week late. Can you believe that your lackluster host forgot that last week’s show should have included Happy Thanksgiving. We were doing the show the week before and it never occurred to me and I would say parenthetically it did not occur to our associate producer either. That’s the end of that parenthetical. I’ve always wanted to have an intern so I could have somebody to blame. You’ve heard me say it. Give me an intern, I need somebody to blame but just leave it right there. I have to wish you happy Thanksgiving a week late. I hope you enjoyed past tense. Hope you enjoyed your Thanksgiving last week. That’s the best I can do on Tony’s take two. There’s a nice little, uh, whimsical little rhyme. That is Tony’s take two, Kate. Well, um, thank you for putting it on me. But, uh we all know that it was your mistake and it’s ok. We forgive you. Um Tony for forgetting Thanksgiving. Yeah. All right. I’m not sure that, uh, you’re quite gonna get away with that. It wasn’t on you. I, I put it in parentheses in parent. Oh, I, I need an intern so I can blame them on everything. Yeah. Well, you’re not an intern. You’re the associate producer. I put you in parenthesis. I put the I put the blame statement in parentheses. I thought that would be good. Alright, let’s go. Well, we’ve got Buku but loads more time here is people powered movements. My guests now are Selina Stewart and Gloria Pan Selena is senior director of advocacy and litigation at League of Women Voters us. And Gloria is Vice president for member engagement at Moms Rising, Selena Gloria. Welcome. Hello, I’m glad we were able to put this together virtually. It’s good to see both of you. Um And I’m glad to know that you’re each well and safe and in uh either DC or just outside DC. Selina, you’re in DC and Gloria. Where are you outside Washington, Gloria? I am actually near Dulles Airport. So, you know, some people commute from here but because um mom’s rising is a virtual organization. I don’t. And so when people ask me for lunch, I’m always like, ok, it takes a little bit more planning. I have to bend my mind about it. I have to get my body into D CDC. OK. Um Your uh your NTC topic is a revolution is coming top tactics to build people powered movements. Um Selena, would you get us started with this? What, what was the need for the session? Well, I think um I think one of the things is right now it’s all about people power. You know, there’s everything is so politicized right now and I think that there is often a conversation about how people are involved in what, what government actually represents or what the government is representing. So I think that that’s really, really important. Um We also saw like in 2018 more voter turnout mo more voters turning out to vote and things like that. So I think that that also is as part of that people conversation, like what is compelling people to participate even more or at a greater extent than their democracy. But all of these things kind of work together to figure out, not only do we have people engaged now, but what is important? What does community as more people become engaged? Um How does, how does our definition of our community and communities in general change as more people are included and participate in all of those things? So I think that we’re at a very um interesting and crucial moment in time and so people powered and, and people involve movement. It’s, it’s, I think it’s always happened but it’s just a, a coin phrase. I think that’s especially prevalent right now. OK. Um Gloria E even though participation is, is uh is very high, we’re also largely polarized. So how do we overcome the opposite ends of the spectrum to try to bri bring people together and, and, and organize? Are you talking about everyone or are you talking about voters? Uh I’m, well, I’m talking about the country. Uh I don’t know, I don’t know whether I don’t know whether people are voting. Um But I’m talking about our political polarization. I don’t know if they’re necessarily voting. Uh I, they actually talk about voting so I probably threw it off a little bit, Gloria, they act like I’m asking for clarification only because like some of the most talented and I think unifying um politicians in recent memory, for example, Barack Obama did not succeed in unifying all of us, right? So there are some segments of our um citizenry that will just not do it, we will not be able to come together with them. But I think that for um people who really do want the best for our country and who are open minded enough to um want to hear from other people who have different um you know, slightly different ways of looking at the world. It is possible to do it. And um that goes back to what Selena was saying about people powered movements. Um I think that one of the reasons why that’s become more and more of a catchphrase is that um you know, we are in an era of information overload, we are in an era of polarization and um not believing everything that we’re seeing on the internet and in the news. And so being able to actually really connect with people on the ground in person over the phone, but directly and not going through the filter of social media or news movements is, it’s increasingly important and that will be um one of the main channels for us to unify as many people as possible. So, we’re, we’re, we’re talking about uh creating these both online and offline, right? Um Or uh people powered pe people centered movements. Um How Gloria, how do we want nonprofits to think about uh or what do we need to think about in terms of doing this, organizing uh creating these, these movements. Um First of all, it’s about um inclusivity. OK. So um at least from where we sit, um mom’s rising and me speaking on behalf of mom’s rising right now, um We want to make sure that whatever we do and if its the most people and harms no one at all, if possible. Um So that’s one part of it, how we speak, how we communicate to make sure that what we’re speaking and how we communicate does not reinforce that stereotypes that creates divisions. OK. That’s one way. Um Another way, not way, but another thing to consider are also the tools that we’re using. Um Are we using, you know, people are on, on different kinds of communication tools, some people um only do Facebook, other people only do um email. Um And there are also like text messaging. There are all of these new com communication schools tools coming on and being on top of the different tools is super important because we need to meet people where they are um those are just a couple of thoughts. Ok. Um So we, so Selena, so we’re talking about diversity equity inclusion. Um Let, let’s drill down into a little of the like, what do we, what do we need to do around our communications? That is more equitable and non harming. So I think that’s an important question and that’s definitely something that has been centered um in the league’s work over the last I would say five years, but more intentionally over the last two, I’m sorry, I’m sorry, whose work the league? I’m sorry, I always refer to the league, women voters, women, voters, us. OK. The leagues were at the league. Sorry, folks. The that the full title is just too long for me to keep saying. So I just referred to it as I got you now. All right. So de I is, is very, very important. Um for us, you know, our organization has historically been older white women. We’ve al always had members of color, but I don’t know that they were always at the forefront. So for us, our work is really centered in two questions and in everything that we’re doing, who’s at the table and who should be at the table, who’s missing. So I think starting all of our conversation and the efforts that we’re doing with those two questions allows us to center our work in diversity, equity inclusion and also use our power as um people who have had access to legislators, stakeholders, etcetera. How do we use our power in a, in a way that allows access and inclusivity for more people. So I think that that is really important and something that D I diversity equity inclusion work is hard. Let me just say it’s not easy, you know, it, it gets very uncomfortable. A lot of times when you’re talking about privileged patriarchy and all of the, we have to talk about as it relates to D I. But it’s so important to get comfortable and being uncomfortable and having these conversations is the only way I think that we can start to build a bridge towards unifying. Um because at the end of the day, we may be politically, but at the end of the day, we all share many of the very same values which is historically united this country. Like right now, we’re in the midst of the Coronavirus. The Coronavirus doesn’t care whether you’re a Republican Democrat, black, white female male. It does, it doesn’t matter. Um At the end of the day, we all have to make sure that we’re doing what we can to be safe as individuals, but also our actions greatly impact the people around us. So it’s more of a, it’s more of a community mindset that’s required in order to tap this down. So I know that that’s like a little offset offshoot from what we’re talking about. But I think it all plays together in some way, shape or form? Ok. Um Gloria, how about, how about uh for mom’s rising? I mean, how do you ensure that your communications are equitable and, and non harmful? Um Well, mom’s rising um has very intentionally built an organization that tries to bring different voices to the table. We are intersectional and we are multi issue. And so from our staff, um we’re very diverse in many, many different ways And from the way that we um choose which issues to work on, we also take into consideration um which communities are being impacted. Um And um how we communicate about those and then the way that we um campaign is that our, our campaigns are always overlap. And so there are different people within the organization as well as the partner, policy partners from different issue areas. They help us um vet our issues and in the way that we communicate with them to make sure that, you know, there are um we’re not communicating in a way that, that, that um excludes communities reinforces that stereotypes. Um and raises red flags makes, make, make people feel bad in ways that we don’t understand because of where we individuals as campaigners know. So everything we do is very thoroughly vetted through many different filters. OK. So vetting. Yeah. So please, yeah, Selena, I totally agree with um what Gloria said and I think that’s really important because the league is also multi issue and and kind of has that you have to compete when you have multiple issues, you sometimes have to think a little differently about how you present yourself on each issue in order to not negatively impact the whole set of what you’re trying to accomplish. And so for us in the communication space, um expressly is thinking about whether it’s appropriate, who’s the appropriate messenger when we’re communicating. So, is it appropriate for the league to be a leader in this space or do we need to take a step back and be a supporter? Um So I think that’s one of the things that’s very important for us, communication wise is we’re figuring out what is, what space are we gonna take up in the communication space and how we’re going to communicate this issue? And then the other piece is who’s talking, who is the person that we’re putting in front to actually speak about a particular issue? And is, is that the right person? And are they speaking from the, the lens that’s most appropriate for that particular issue that’s gonna be impacted most as a result of what you’re saying you’re doing? So I think that’s very important. What Gloria lifted up. How do you manage the, the conflicting issues? If, if you know, I, I guess it, I guess there are issues where you have a large constituency on one side of one issue, but something else may seem contrary to that to that large constituency, a different issue that you’re taking a stand on is that, is, that is my understanding, right? When you say, you know, potential issue conflict. Um Yeah, well, when you have a hun 500,000 members and supporters and you’re in every congressional district, everybody’s not gonna agree on, on how to approach an issue. But I think what grounds the league is our mission, our mission is to empower voters and defend democracy, empower people to defend democracy. So I think as long as you stay rooted in what your mission values um statement is, then you can find some reconciliation across, you know, the most seemingly divergent issues. OK. Climate climate change, I think would probably be a good example. I was, I was gonna add, OK, that um just to step back a little bit, the one thing that I am super, super proud of um is that um at least for progressives, I think that we’re actually pretty consistent and about our agreement on issues, we may have um different levels of intensity in what we agree with. But I think that there are very few conflicts. We may not agree on how to get somewhere, but we all agree on where we want to go. OK. So in that way, I, I rather feel at least from um mom’s rising standpoint, we rarely get, I can’t even think of a single instance where we have conflicts because we are not agreeing with each other or with policy partners on the most important thing where we’re heading. Uh So I think that’s a difference because our, the league is, is not um left or right leaning. We’re kind of, we have members who are both conservative and liberal have some of that conflict more in that. But I think you’re absolutely right. Do we all want the same things and a, a healthier, more vibrant democracy? Absolutely. So you have to find some common ground in that space, but we definitely have members who are, who want to handle things one way versus the other. We have to find common ground. Yeah, that, that’s the challenge I was trying to get at. Yeah. OK. It helps. At least it helps me to think of an example like climate change, you know, some, there are some people who don’t even believe that it’s, it’s human impacted and there are others who think we’re decades behind and in, in our inaction to, to uh reverse the effects of human induced climate change. So, um yeah. Uh it’s uh that’s, that’s quite a challenge really, Selena. Um OK. Well, where else, where else should we go with these people? Powered movement ideas? You, you, you, you two spend a lot more time studying this than I do. Uh So what, what else should we be talking about? That? We haven’t yet. I would actually love to hear from Selena how the league is dealing with um doing your work remotely. I know you guys are already virtual. This is like no, no sweat for you guys, right? Well, you know, I mean, we, we do have, you know, our plans range from virtual all the way down to the grassroots, right? And I think um especially for organizations like your Selena, we share the um the, the, the common goal this year of, of voter engagement. I am very sorry. What’s real life like I do it like if I open the door family, my kids might come in. I’m gonna let her out. I’m very sorry. All right. So, you know, um in terms of remote working, but yeah, but how it relates to this topic of people power. Yeah. So I think that’s really, really important and we’re definitely, so it’s, it’s one thing to convert to um teleworking, right? That’s one thing. But when your work is so much advocacy um and especially the leaders on the ground who are doing voter registration, which requires you to be on the ground talking to people, you know, that has shifted our work. So, one of the examples that we have is we have our People Powered Fair Maps campaign, which is basically um trying to get redistricting reform for across the country in a positive way that we don’t have another situation like we had in North Carolina where you’re from Tony and also in Maryland. So we wanna, we wanna make sure that you know, people are represented appropriately, but a lot of the states that we’re working in, they have signature collection campaigns going on right now. So how do you do signature collection when you can’t actually be within three or 6 ft of people? So now many of our um leagues are converting to digital signatures and going through their legislator to make those adjustments so that they can still collect signatures and meet that need, et cetera. Our lab, we have a lobby corps which is 21 volunteers that goes to the hill every month. Obviously, with the hill being uh also teleworking, it created what we thought might be a barrier. But now our lobbies are doing virtual coffee meetings on Zoom just like this and having those conversations with uh legislators, legislative staff and all of those things. So I think that the Coronavirus has forced us to do our work in a different way, but it’s also been great to innovate and be creative and do the work that people love just in a different way. So we, it’s not perfect. I don’t even wanna make you think that this is perfect because it’s definitely not. But I think that uh there’s a lot of positive energy about doing our work and finding ways to do our work in different ways which OK, thinking creatively, you know, II I for our, for our listeners and I don’t, I don’t want to focus just on moms rising and league of women voters us. Uh I want them to recognize how, what we’re talking about can be applied by them. Are they, are they what they need to go back to their CEO S or whatever vice presidents, whoever and what, what kind of like discussion items they need to be putting forward that the organization is not now thinking about uh in terms of, you know, again, people power say a revolution is coming. Um You know, how, how, how can our listeners help create it? I think just becoming involved, like when you’re talking about people powered anything, it’s really about base building. And for me, the goals of base base building are always to, to grow a base of volunteers who have a shared value of some sort. And you’re coming together in order to, to make some progressive movement on that. It’s also about leadership development, um communities and constituency who turn out who are players in, in this issue or what have you and then putting issues to the forefront. So I think that wherever you, what do you value, what’s important to you? Um It could be as simple as, hey, there’s a pothole in my street that hasn’t been fixed in the last year. Can we come together as a community and really talk with our local election officials about making sure our streets are in a position that’s not gonna wreck our cars or um have someone get endangered in some way. So I think it comes down to as on an individual level, what is important to you, what do you value and finding and connecting with those people who also value something similar? And what do you want to change? What is it that you’re trying to change or that would make your life better and who are the people who can support you in getting that done? OK. And that’s consistent with what you said on an organizational level too. Uh the same, you know, what, what are the core values? That’s what, that’s what drives all the work. Uh And, and brings people together just finding that commonality around whether it’s the pothole in the street on the individual level or whatever, whatever you, whatever your part. Yeah, Gloria, what, what, what’s your advice for how people can contribute to this revolution? Um I think that right now um we’re all sitting in our homes and we’re rethinking the way that we do our work and even as individuals, um we’re rethinking the way that we are doing our activism. I think that a very important message right now for activists personally and for organizations that organize activists and try to recruit and build the base is that now is not the time to step away now. More important than ever. It is important to stay on top of the issues, to sign those petitions, to speak up and to share your stories because I will give you a very, very specific example. Right now, Congress is um negotiating, arguing over all of these different critical needs in the Coronavirus relief bills. Right? Well, mom’s rising has been on the forefront of um trying to influence those negotiations and the most powerful weapon we have are your stories, people’s stories. Um What’s gonna happen to your childcare center that has to close down what’s gonna happen to uh domestic workers who suddenly don’t have a paycheck um paid family leave. This is something this is a uh a signature models rising issue. We’ve been working on that forever ever since our founding. It’s one of our signature issues. But now um because of the stories that we have gathered and we are hearing from our members about the need for paid leave and the fact that if we had had paid leave all this time, that the burden of Coronavirus would have been much lighter. This is something that we are powerfully bringing to the negotiating table and we are actually seeing we’re going on paid leave. So all organizations and all individuals, whatever issues that you’re working on do not step away continue to share your stories because those stories have to be brought to the negotiating table for policy. And that’s the only way we’re going to get the policy that we need. Ok, we’re gonna leave it there. That’s uh that’s quite inspirational. Thank you. That’s uh that’s Gloria Pan Vice President of member engagement engagement at mom’s rising and also Selena Stewart, senior director of advocacy and litigation at the League of Women voters, us. So, Gloria Selina, thank you very much. Thanks for chatting. Thank you, Tony. Next week, the Thanksgiving Show. If you missed any part of this week’s show, I beseech you find it at Tony martignetti.com were sponsored by donor box, outdated donation forms blocking your supporters, generosity. This giving season donor box, the fast flexible and friendly fundraising platform for nonprofits donor box.org. Our creative producer is Claire Meyerhoff. I’m the associate producer, Kate Martinetti. The show, social media is by Susan Chavez. Mark Silverman is our web guy and this music is by Scott Stein. Thank you for that affirmation, Scotty. You’re with us next week for nonprofit radio. Big nonprofit ideas for the other 95% go out and be great.

Nonprofit Radio for November 20, 2023: Your Case For Support

 

Febe VothYour Case For Support

Whether you call it a case statement or case for support, it’s a critical part of your next fundraising campaign. Febe Voth has devoted decades to the art of crafting these fine documents. She shares lots of savvy advice from her 2023 book, “the case for your cause.”

 

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And welcome to Tony Martignetti Nonprofit Radio. Big nonprofit ideas for the other 95%. I am your aptly named host and the pod father of your favorite Hebdomadal podcast. Oh, I’m glad you’re with us. I’d be forced to endure the pain of hypertropia if I saw that you missed this week’s show. Here’s our associate producer, Kate with what’s on the menu? Hey, Tony, I hope our listeners are hungry because this week we have your case for support, whether you call it a case statement or case for support. It’s a critical part of your next fundraising campaign. Phoebe Voff has devoted decades to the art of crafting these fine documents. She shares a lot of savvy advice from her 2023 book, The Case For Your Cause. An Tony’s take two. The right person were sponsored by donor box, outdated donation forms blocking your supporters, generosity. This giving season donor box, the fast flexible and friendly fundraising platform for nonprofits donor box.org here is your case for support. It’s a genuine pleasure to welcome Phoebe VTH to nonprofit radio. She is the author of the book, The Case For Your Cause, a guide to writing a case for support that hits all the right notes, Phoebe has spent more than 20 years working in the realm of the case for support. Her work has helped achieve fundraising goals of up to $100 million. The thesis for her master’s degree was on the case for support. The first master’s thesis to be written on this topic in Canada. She studied storytelling under the tutelage of Canadian novelist, Sandra Birds. Phoebe is on linkedin and her book is at Phoebe vth.com. Phoebe. Welcome to nonprofit radio. Well, thank you. It’s really fun to be here. I’m glad you are. Congratulations on the book. The Case. Your case for support. The case for support. Congratulations. Thank you. And I just uh misstated the uh book is not your case for support. The book is The Case For Your Cause. The Case for your Cause. And I’m wondering why you chose uh all lower case letters for the title, The Case For Your Cause. Hm. Well, the person who designed the cover chose that basically. Um but I think maybe it’s a bit of a reflection of me. I’m not a loud person. I’m a person who lives quietly in my head. And so when I saw the lower case treatment, I liked it. It’s about as complicated or as simple as the answer is simple answers are terrific. Um Interesting. You, you feel you’re, you’re a person who lives mostly in your head with your with your thoughts? Is that, is that helpful to a writer? I think most writers live there? Yeah. Uh, that’s my experience anyway. We, we go away and get our assignments, whether it’s fiction or whatever kind of writing. But in my case I go away and do my interviews, spend a couple of days out in the world with people and then I’d come back to my office, close the door and write where it’s quiet and I’d play with words. And, um, so that, that muscle really gets strengthened as you do more and more of the writing work that um you become, um, yeah, you live in your head. Uh And interestingly, I’ve picked up a hobby now as I’ve slid into retirement and I’m, I’ve picked up pottery and that’s also a very cerebral kind of thing. It’s a thing. You go down, I go down to my basement where I have a lot of set up and I’m quiet and there with my thoughts, maybe some quiet music and there’s lots of activity up in the head but not so much through the mouth. So good luck with the interview today. Interesting. No. Well, you, you wrote a book so you’re willing to share your, uh your introspection about writing. And the book came about in part because people were encouraging me to do workshops and maybe do, do some videos and things like that. And I said, I, I think I’d be a dreadfully boring presenter, but I can write. So maybe I should write about the case instead and share what I’ve learned over the years. So you had, you had some encouragement to do that. Uh Especially from one of your students that you mentioned in your Acknowledgments. Yes, I started tutoring people a little bit or coaching and, and she started looking, she said, you know, there’s so very little out there on the case and it’s such an important document, you should write something. So that’s how this ball got rolling. Plus Tom Barraco who wrote the foreword for me, he is uh he’s now the past chair of CFRE CFO International. He two for a number of years has said you really should write something about the case. So there it is, all right, perfect segue to a 129 pages. So I kept it slim and that’s a perfect segue to uh why the the case for support you, you say it’s the our most important document. Absolutely. I think it is because it gives, it gives uh um everyone in an organization, the language uh with which to speak about their work. Um Otherwise you, I use the music analogy in the book. Otherwise an organization can easily sound like an orchestra tuning up. Everybody’s saying their own different thing about the work that the organization is doing. Um they’re telling stories differently, they’re choosing their stories differently. Um They’re framing their arguments differently and it’s just a mess. Um Whereas a case for support, um gathers information figures out what needs to be said or the writer does this figures out what is the strategic way to present the mission and the vision of this organization in a way that it’s relevant to the donor uh or achieves the, the the goal of the document and then disseminate, disseminate this information, this document amongst all the people involved in moving it forward. And so everyone speaks with 11 voice. Um It’s so it’s, it’s like a music score and you, you uh make the case that uh forgive that, but that this isn’t a neutral document. It’s a, it’s a persuasive document. It is a persuasive document. I think I say that if there’s one thing you take with you when you read the book, if you remember only one thing it is that your job is to persuade if you’re making a case. Um And you know, some people who I read, one fellow asked me what, what portion of a case should be persuasion on what should be information. It should all be persuasion. Some people will be persuaded with information and some people will be persuaded with more. Um maybe with stories or something that’s a little bit more emotional, but the whole thing needs to persuade, that’s the job of the case writer to persuade, to take the bits and pieces of information, what they hear from donors. The work that the organization does, where it wants to go the strength of leadership, the importance of the organization’s history and weave it together so that it becomes this beautiful whole that at the end people will say, sign me up, I wanna be part of this. This makes sense. We need to do this or we need to be part of this. Another analogy that you use is uh that the, and we’ll, we’ll talk about this, uh, in, in your writing, you’re, you’re starting with what an attorney would call the closing argument that you’re, you’re making the case upfront that let the evidence prove that, you know, but in this case, it’s let, let us show you that our cause is worthy. Let us make the arguments, persuade you, uh move you to, to support our cause. Exactly. And be that direct about it. Um IA a case a little while ago and you kind of had to dig around to see what is it that you’re asking the donor to? Yeah, you don’t like that at the end. Tell us up front what you want us to do, what you’re excited about, um, what the big deal is. Um And just like a lawyer would argue in front of a judge and jury. I’m going to convince you that. And sometimes when you write a piece, if you begin with that line in your draft and then you remove it, maybe you need to soften it in final, in the final analysis, but it gets you a focus, right? That this is my job to convince you that this organization is worthy of support, that the work we do here is um worthy of support. That’s actually a better way of phrasing it the second way because people don’t give to, they give through an organization not to an organization, I think more so. And um you know, so avoid putting too much emphasis on the organization itself. It’s on the work that the organization does. That, that’s where the emphasis should be giving to the work through the organization. There you are, you’re, you’re, you’re editing me, you’re editing yourself, you just decided you like the second way better. Yeah, see that’s what writers do. We’re used to playing with words and changing things up. So that’s what you get me. All right, I’m up to the challenge. I know you, you challenged me at the outset. Um And so you lay out, you lay out some essential things that, that need to be in the, in the case, leadership, mission and vision um stories, history, very clear about the giving goals and, and timeline as you had just said, um urgency to, to get things moving and, and the significance of the cause. Um All this is to uh to acquaint us uh to persuade us to give to the cause through the organization. Um I, I found it was interesting that you uh you find stories essential. I’ve read a lot of cases that, that don’t include stories. Most people are, well, let’s, let’s say at the near the beginning, most people are not nearly as thoughtful about the case for support as you are. I think a lot of people write these, as you say, you should not do between meetings. I think a lot of these get written over a weekend. Uh They may get written by committee. You do this part. Uh The, these three will write that part and then the two of us will do this other part. Uh You’re much, much, much more thoughtful about the case for support. Thank you. That, that means a lot to me to hear that because I, I my hope with this book is that we can move the dial a little bit on the case, case development away from what you described there where it’s uh kind of a fill in the blank document or let’s just get it done, kind of a document to really, for it to become a really strategic document that, that moves the organization forward. Um If we can go back to that argument about, you know, thinking like a lawyer and the courtroom, if, if we had a reason to hire a defense lawyer, we would hope that that defense lawyer would defend us thoughtfully. I would think if something has happened in our lives, um to do some research to, to think about the arguments not to carve bits and pieces off and say, OK, you write the opening arguments, you write the closing arguments and you go out and do a little bit, you know, talk to a few experts and then we’ll all just throw it together and see what the, what happens, what sticks with the judge. So one could argue that, that what we do in the not for profit sector, social sector is probably on a scale more important than what happens in the courtroom. For a single individual who needs a defense. You know, we have a lot of, we have big jobs to do. You know if it’s a food bank, we have families to feed, we have um education to deliver health care, to strengthen um feeding the hungry. We’re big, we have climate, that’s a big one. We have lots of challenges, difficult, big things to uh to uh address. And so we need, I think we need to really pay attention to the case. Be super strategic. Take the time it requires to, to develop one test it. Um because a lot writes on it. You say that uh this is advice you would have given your younger self. Yes. So why don’t you share how you came to this work and, and have evolved in it? OK. Um I started my career in corporate communications. I work for government, worked for a post-secondary and then I ended up working in the oil and gas sector for a short stint. And I went out on uh on my own. I had a young daughter at the time, didn’t feel it was right for her to be in so much before and after school care. So I thought I can write. Um I will go out on my own and see what I can muster up for contract. And a friend of mine had um uh communications agency and she got a contract that was just one too many for her and her staff and asked if I wanted to, to take it. And it was a case for support for the University of Calgary Faculty of Law. And um that was my first, that was my introduction to the case and I just loved the document. It’s super strategic motivational, it gives you, it’s almost like speech writing. It, it, it allows you to take license to put kind of put words in people’s mouths. Um And yeah, I, I just really fell in love with this, the strategic element of the document and also the, the creativity that it uh afforded the writer. Um you could take some creative license with it. And, and uh a thing that I keep coming back to is this notion that words make worlds. And if we can get the right words out there, then we can create the world. Maybe that, that we want not, maybe that we want to see, think about really su super motivational speeches. Um The big ones, right? I have a dream, how, how words can build up and um create a response in people. And so it’s very challenging and very uh rewarding work. When you think about the impact of how your words can land and in our sector, this hard, you know, might make you’re hard pressed to find um sectors or, or language that is more, needs to be more motivational and can bring about more change than the language of fundraising. We’re asking people to part with, with money, uh whether it’s large or small, it’s still at a, like the, whether the amount is large or small, it’s a significant decision for people, money and, and money and time to, uh you have a quote, you have a quote that I think is right on point to what you’re, what you’re uh revealing for us. Uh what we say, how we say it and how we hear people affects more than the moment. And I, I think that uh bears uh again, on what you’re saying about the case for support, but also on, on fundraising relationships that, you know, uh um how we hear people, those are, those are and what we say, how we say it and how we hear people, you know, those are fundamental to individual fundraising, which is the work that I do in, in planned giving fundraising, but across all, across all relationships, not even just fundraising relationships. But what we say, how we say it and how we hear people I think are, are fundamental to building relationships with each other. Absolutely. I, I totally agree. Um, listening, really active listening can be absolutely revolutionary as opposed to this, listening to get to the next thing I’m listening. But I know what I’m going to say next, but you’re not really listening. And part of the, a beautiful thing I think with the case is that it begins to work in its making you, if you’re building a case for support, you will want to sit down with stakeholders. So probably some major donors, some longtime donors, um some volunteers, leadership, volunteers and other volunteers as well. Maybe you want to. It’s been a wonderful opportunity to sit down with the mayor or uh some, some, someone of a political stripe um whose influence and leverage might um help the organization down the road at some point. It’s, it’s an opportunity to make friends in the community. Um And to listen to them, you’re asking questions about why they think the organization is of value, um What its mission and vision um contribute, what would happen if that organization closed its doors? What would the impact be? You really have an opportunity to let people think about and dig into why the organization and its work exists and listen and reflect that in your case, it’s time for a break. Are you looking to maximize your fundraising efforts and impact this giving season. Donor box’s online donation platform is designed to help you reach your fundraising goals from customizable donation forms to far-reaching easy share, crowd funding and peer to peer options. Plus seamless in person giving with donor box like kiosk. Donor box makes giving simple and fast for your donors and moves the needle on your mission. Visit donor box.org and let donor box help you help others. Now, back to your case for support, that’s all reflected in your uh in your part two, the uh the A AAA trusted, a trusted process where you and you talk a good deal about the interviews that uh should precede the writing and that are part of your own research along with what the, what the uh organization has may give you as a consultant or already has and it’s, you know, sort of its communications library. Uh So the interviews and the pre-existing materials and all. Um So we, we, we can’t talk through the entire book because people need to buy it because we only have an hour together. So you need, you need to get the book uh the case for your cause. Uh I’d like to spend a good amount of time on your, on your part three, which is your advice. You have, you have advice on messaging, advice on storytelling and advice on writing since I think the, the process gets short shrift or if, if not, maybe not, that bad, but it is not done as thoughtfully as you recommend. I thought le let’s spend some time on, uh, on, on the, on the writing process. Um So you have advice on, on messaging and even the importance of the opening paragraphs. Share, share, share your thinking on the, the, the messaging advice. Well, there’s a quote that I used to have up on my office wall. Um, and it reads, it’s by John Steinbeck and it says if the story is not about the Hearer, he will not listen. That kind of wraps it up. Um, it’s easy to write about your programs and services and be dreadfully boring to the Hearer. Um, I tell a story in the book about going to a, a barbecue in our community. Oh, yes, Sarah and Andy. Sarah and Andy and his real name. But it’s not, it’s too, it’s too embarrassing to, to whoever the real Andy is. Yes. Go ahead. Story about Sarah and Andy at the barbecue. So we ran into twos at the bar. Um, Andy kind of just came up to us, kind of accosted us in a way my husband and myself and he just drawn on and on and on about his lovely life and his hospital visits and his Children and how successful they are and vacations and like we just wanted to run away from him and then we turn around and a little while later we see Sarah, I haven’t seen Sarah in a long time and she’s there with her daughter and granddaughter and we just can’t stop talking. We just, I could have had another hour with Sarah and I thought some, some fundraisers are like this. Some cases are like this. How do you become the Sarah and not the Andy. And for one, I think I had much deeper relationship with Sarah than I ever did with Andy. And she was interested in me in my life, um, in our lives and everything had sort of connected a lot more. So, you know, that, that goes to your advice about knowing your reader because you knew Sarah much better than you knew Andy. Yeah. And I was interested in her life and, and she was interested in mine. It was a two way street. Right. So don’t be the boring guy at the barbecue. No. Know your reader, know your audience. I mean, that, so it’s one truth to take away from this. If your job is to persuade, if you’re writing a case and able to persuade me, you have to know me, know your audience. That’s the basic philosophy and crux of any writing to be successful. You have to know who you’re writing to. Otherwise your, your ch your chance of being meaningful to that person if you don’t know what, what they care about. Um It’s pretty slim and, and much of that will come from your interviews that you, that you will have done thoughtfully because, uh because Phoebe explains them in part two of her book that, that we’re gonna get. Um So this notion of knowing your audience is not a new one for a communicator. It goes way back all the way back. Well, probably before even, but it’s recorded with by Aristotle 300 year specie. Um And he says that it is in accordance to the character of the audience that one can examine the passions and emotions that the orator may excite. So, no, you know what, know what they care about. And in, in our work, people give to advance the things that they value. So understand what people value. Um Let me give you one example here. Um My elderly mother um lived in a condominium in a nice little community and there was a community center down the hall, sorry down the street. And she was approached by a fundraiser to um support uh a program for troubled youth that was supported at the community center and they talked about the programs and services and blah, blah, blah. And it did not move my mother. She probably felt a little badly about uh about the young people, but you know, she gave to her church and she had her or getting established. But I think if they had approached her and said maybe through a story here that, that um the outcome of the giving might result in less crime in the neighborhood Uh, right. Sometimes you have to be very, uh, diplomatic in how you say things and that ST, that’s also a time when story comes in and story can be very helpful to shed light on, um, a, a topic that it’s maybe a little bit dicey to speak directly to. Um, do you know what I mean? But if they had told her a story of a young person who, whose life had been straightened out through this counseling and had turned away from a life of petty crime. Um that I think maybe there would have been a different response from my mom because the one appealed to her values, right? And the other just spoke about the organization’s good work and, and maybe the benefit to the young, the young person. But we all approach life with a degree of self interest. So, you know, consider um consider your audience self interest as you’re writing, you’re very thoughtful about words. Um Sometimes I, I think that um uh expletives uh swearing is, is uh can give us a nice uh Everybody understands what everybody understands what we’re talking about. This is sort of a common reference, I suppose, you know that. So you um so I, I heard a comedian once say that there are so few words that mean anything anymore that we, we need to rely on the, on the swear words to, to convey, to convey what we want to say sometimes. So you you, uh you have advice about a shitty first draft of your, your case for support. Talk, talk about the uh the shitty first draft. Very easy to have writer’s block. It’s writing a case. Even for someone who’s done it for many years, it’s intimidating to stare at the empty screen and know that uh an organization’s to some degree, an organization’s ability to move their mission and vision forward and for the people who would benefit from that kind of hinges a bit on, on what you’re going to produce, that’s super intimidating. Um It becomes less intimidating if you give yourself some breathing room some license. Um Anne Lamont, I don’t know if you’re familiar with her as a writer. She’s a wonderful writer. She wrote a book on writing called Bird by Bird. And this is the advice that she gives in there just to label your first draft, a shitty first draft and who cares how it turns out, who cares how it reads, just sort of puke the words onto the page, then play with them a little bit and you just, you just relax on the screen a little until you and then you find your voice and then you get going. But I have to say even with that shitty first draft label, um I rewrite the lead over and over and over for most cases because if I lose the reader in the beginning, if I don’t frame up an argument that’s meaningful to the reader or donor. It’s all over. Yeah, I can, I can have terrific text on page three and four and five and six. But if I’ve lost them, if I’m not meaningful, if I don’t approach them from an angle that’s relevant to them, it doesn’t matter what falls, you also suggest coming full circle from, from the beginning and sort of closing the circle at the, at the end. Yeah. Um That is um that is something somebody taught me that you and it’s, it’s really good, good advice. I think um you, you want to end the way you start, it just provides a nice satisfactory kind of wrap up at the end. So if you begin by talking about Xy and Z, you allude to Xy and Z at the end, um it, it creates a nice package. Yeah, it’s, it’s a good way to write and if you begin to pay attention to, to speeches and how people write, like people who know how to write, how they write, that’s, you’ll see that pattern. I, I see a lot in journalism. So another thing that’s uh been very useful to me is to write into your headlines. If you know, if you’re getting a little bit stuck, figure out what are the main points you want to talk about. So let’s say you’ve got really excellent leadership, create a headline that speaks to the strength of the leadership and maybe weave in to that, why it’s important like strong leaders in a time of something or other. And then you take the paragraph below and you unpack that headline, explain that maybe you need two or three paragraphs below to explain the headline. And what’s really nice about writing that way is that people are just skimming your text then um then they get, they get the high points by reading your headlines. You don’t have to read all the supporting texts. Do you outline? Do you outline before you start writing? Uh not really, but I create a document plan. So when I worked in corporate communications, I wrote communication plans all the time. Um and I took the format of a communications plan and made it a document plan. So what is my goal? What are the object like goal overarching big things that I want to achieve with this? What are the objectives? Do I want to tell, you know, 10 stories through this document or am I good with just two? Do I think, what do I think it means um to, you know, to want it to be friendly to? So, yeah, so cool, objective audience identify the audience in quite some details. What are my key messages? What do I want the takeaways to be when someone’s finished reading the document or had had it delivered to them verbally, however they come across the case. Um and then some timelines and a few other details there and I use that as my guide. OK? That uh I don’t know. That sounds to me, that sounds to me like an outline, but I’m not gonna, I’m not gonna force you to call it an outline. You, you call it a document plan. I’m not, I’m not forcing you to call it an outline. Your, you have your methods. T 2020 25 years in the making. We’re not, I’m not, I’m not trying to remake your method. It sounds like it sounds to me what I envision as an outline to me, an outline would be more one paragraph about this and one paragraph about that. And then I moved to this topic and then that topic, I give myself the freedom not to be boxed in by go from one paragraph to the next to the next. Like not one topic I found being um uh having clients, if I presented an outline when the draft was delivered, they would want the draft to match the outline. Well, sometimes it flows better if I move things around a little bit and that through that, through some of them. So I moved away from that. Yeah. Right. As you’re, as you’re writing, right? You’re gonna reorganize. And uh you also suggest having uh like AAA copy and paste section, I forget what you call it over on the like another a second document or that where you, you, you never delete that. That’s that your advice really is never delete. Just copy. Well, if you have, if you have reasonably good text and you just find, oh, it doesn’t belong here. This isn’t working. Don’t throw it away. Start a second document and put all your scraps like a cutting the cutting room floor. Maybe I overstated to say never delete. But, but if you like something you just don’t know, it just doesn’t fit where it is. It might fit somewhere else. Don’t delete it. Save it, save it elsewhere. Exactly. Because it might fit somewhere else or move it around. If it doesn’t belong where you have it, maybe it belongs somewhere else in the document. So before you get rid of something, make sure you can’t use it somewhere else. But on that note, um be prepared to cut out, edit out your darlings. You might have the section that you think is just beautiful. It just sounds almost like a poem or it just, you’re just proud of it and it doesn’t fit. You gotta, you gotta remember what the goal is and stay goal focused and if your darling sentence or paragraph doesn’t belong, it doesn’t belong. Yeah. II I appreciated that one. Sacrifice your darlings or something you say something like that. Um But I, I really appreciate the uh the license that uh shitty first draft gives. I I’ve Yeah, just, just titling it that it’s very simple advice from uh Anne Anne Lamott. Uh It’s very simple but you know, if you’re thinking that way then, uh, it does, it frees you up, just start getting thoughts out, like you said, puke them out, you know. Yeah. Yeah. The other thing for me that’s super helpful, um, is the time of day that I write. I want the house quiet. Um, I don’t want distractions and I, I think that’s probably pretty common so often. I will, maybe I’ll wake up at night and I’ll have a thought. I will either have a notepad beside me where I can write it down, but more often than not, I will get up in the middle of the night and write. It’s when I do my best work. So someone listening out there maybe just try it and see, maybe, maybe your best work is that early in the morning or mid afternoon. Um, a very cool thing that I find with that kind of approach is, wow. I wonder how the document would have turned out if I wrote it yesterday in the middle of the night, it would have been a different document. That’s the cool thing about a creative process. It’s what it’s what’s in you, what, what is percolating and, and what happens to come out just at that moment and if it’s usable and good, that’s wonderful. You just confirmed that you are much, much, much more thoughtful about your case for support than uh than the average nonprofit writer is because they’re, they’re not this would sound like advice if for someone who was writing a work of fiction, uh you know, to have a note notepad by your, by your bed stand. Um So, you know, you’re, uh you’re taking this a much more thoughtful approach, but you know, the note stand, the, the notepad by the bed is not a bad one even for um someone who’s not a, a full time sort of case writer, but someone who needs to write a case for their, for their, their work because our night brain works differently. I think our night brain is more creative than our day brain and it’s problem solving that happens in the night. So if you’ve given your brain kind of an assignment to think about something and solve the problem, like what, what is my best lead? What is it that people are going to respond to? And you wake up at three in the morning and you have a thought, write it down because it might be gone at six o’clock when they, it’s definitely gone. Yeah, you, you swear, you won’t forget it, but you always do. At least, at least I, I always swear I won’t forget something in a dream and then I always do. Yeah. So it’s a simple, simple thing to do in case that the thought comes. No, this is savvy writing advice. It’s time for Tony’s take two. Thank you, Kate. When you get the right person who knows exactly what you need and how to do it. It makes all the difference. The guest this week, Phoebe Voff is perfect example. She’s been working with case statements for over 20 years or a case for support, whichever you call it. But it just reminds me that the right person for the right task, but it may not even be a job. It might just be some task that you need some project when you find the right person. I had another example myself talking to a financial guy for something this week. He knew exactly what the problem was and exactly how to fix it. So I’m encouraging you to, I guess that means hire the expertise you need when you don’t know how to do something, find somebody who knows it. They, they’ve, they’ve, they’re expert in it and there’s no point in your trying it out as a novice when you can get somebody who’s expert, they’ll do it quicker. Yeah, you, you have to pay them but your time has value the time that you’re gonna learn. Getting up to speed and you’re not gonna get as far as they already are because you’re gonna get the person for the task that’s been doing this for years, maybe decades. Like Phoebe vs, I encourage you. It’s worth the money. Get the right person for whatever project, whatever task, whatever it is that you need done that you don’t have the expertise yourself or you don’t have it in house. It’s worth going out finding the person. The outcome is so much more likely to be so much more successful. Then if you did it yourself or if you did it in house done by folks who are not really sure how to proceed. That is Tonys take two Kate. Well, thank you to all of our guests and the right people who helped make this nonprofit podcast, what it is, you know, all the names that we share at the end. They are the right people for our show. They absolutely are. You’re included, associate producer, Kate. Um Absolutely. And I’m, I’m very glad I, I’m very glad I brought you into the show several months ago. I really am. Well, we’ve got Buku but loads more time now, back to your case for support with Phoebe Vos. Let’s talk about storytelling. Uh The second part of your, your part three is advice on storytelling and you talk about dressing truth in story and I think you were alluding to that earlier, but I didn’t wanna, I didn’t want to amplify it. Then I, I wanted to talk about it as part of your, the, the strict advice conversation. Uh, dressing truth in story. Yes. Did you read the Parable? The Jewish teaching story? I did. Yes. Dressing that they, uh they, they invited the truth in. Will you tell the tell the parable? So here goes truth naked and cold had been turned away. From every door in the village, her nakedness frightened the people. When Parable found her, she was huddled in a corner, shivering and hungry, taking pity on her. Parable gathered up her up and took her home there. She dressed Truth in story warmed her and sent her out again, clothed in story. Truth knocked again at the villager’s door dose. This time, she was welcomed into the people’s homes. They invited her to eat at their table and she warmed herself by their fire. That’s a Jewish teaching story. I think as humans, we are wired for story, there’s something that, that grabs onto a story. Whereas cold facts and information doesn’t stick quite as, as well. I remember taking my daughter to um some kind of presentation. She would maybe have been, she was elementary school age and there was a speaker and she sat nicely the whole through the whole thing. And on the way home, I said, what do you remember about what he talked about? And she remembered the stories he told these are things we remember. These are things that we remember. Um because somehow they touch us human to human. Um statistics and numbers are they support things but, but it’s the, the, the people reason that’s why we do things. Um and, and the stories illustrate um how our sisters and brothers in the world fair and how we can help them. I think I have my own anecdote of that. I I used to open my conference uh training sessions about planned giving, telling the story of my very first ask, which was in seventh grade when I had a terrific crush on Lisa Maggio and I asked her to go steady at our seventh grade dance. And the story continues. And years later, people remember that story. They, you had that, you had that story, you had that story about Lisa or some. Sometimes I didn’t even remember her name. It’s remarkable or they didn’t remember the name that you told that story about, about uh your first ask in, in elementary school. You know, uh it’s the same as your daughter, but it’s just years later, literally, people remember that. Remember the story. Yeah, it’s our operating system as humans, I think, look, look at Netflix, look at the storytelling that happens on the streaming systems now and how the Yeah. Yeah. Um Movies uh a series. Uh People sit night after night, after night to hear stories being told. So are I think nonprofit stories are maybe more like parables. They are stories with some kind of meaning. Um Where there’s, there is a goal for a storytelling. I want you to flush that out. Yes. You want each story to have a purpose. Yeah. So it’s, it’s really helpful um As you’re writing your case to sit down and say, what do I need my stories to do? Do I need them to show impact? Do I not need them to maybe put a donor, tell a donor story. Why people, why not? Some, some someone else is giving to this cause? Um Is it about vision, what the future, what, what world we want to create or how we want to change things for people or is it about the mission? Um I had a, a case that I worked on many years ago and pretty well, it was a new organization in Canada. They existed elsewhere in the world, but it had just come to Canada. So we didn’t have that much to talk about. That was of interest uh in terms of um what it was, was actually doing, it was more about the impact that it wanted to achieve. So kind of a blend of mission and vision. Um And we, we took the whole thing and we just w one story and after the next with a little bit of information about where they were going and what they were about and it was this beautiful warm case at the end and um this organization is doing very well today. So it did help them get off to some kind of start. Yeah, you also ask us to consider opening with a story. Wh why, why you might, why pardon me, why you might or might not do that? The reason you would really want to open with a story about a story might just uh get people’s attention whether you need to open with the story or not, it’s a nice way to open. But if people don’t really buy into what you’re doing, um If there’s, if there are people questioning what your organization’s mission and vision is about, like, for example, if the, if the hearers um belief is that um all homeless people are lazy, uh If you begin to tell them a bunch of stats and information about your programs and it’s going to fall on deaf ears. So a story can help tell. Uh maybe a story can help change their belief. If you can show that all homeless people are not lazy, but they fell on hard times and you know, put some flesh on the bones of that story so that the ground that the facts and figures will fall out, uh The thieves will fall into fertile ground, right? When, when they hear the facts and figures and information about the programs, then they’re not going to dismiss them so quickly. Or if at all, let’s, let’s say a little bit about plot. You, uh you, you lay out the elements of a, of a story characters and setting point of view. Um say a little say about share your thinking about the plot. Well, a story, even a short nonprofit story and they are super short, usually compared to uh fiction, um just a few paragraphs, but you have to have an arc, an arc of a story. You have to have a beginning, middle end. Um But consider playing around with the sequence a little bit, uh is a good place to begin. The story is right toward the height of the action, not necessarily a sequential. Um You know, I, I think I tell a story in the book or I do tell a story in the book of a mom who comes into the emergency with her teenage daughter who has a headache. Um, They’re afraid there’s something terrible and she gets sent. The young girl gets sent for an MRI and we find out everything’s ok. There’s something was causing the headache, but it wasn’t a brain tumor or meningitis or something terrible. So I’m supposed to write a donor story about this, but I’m really happy for the family that it was nothing terrible. But it’s easier for me. It’s an, it’s an MRI center that you’re writing about. That’s right. Uh It would have been a lot easier for me if I’d had a little more drama in the store, maybe they covered, uncovered a brain tumor and the girl’s life was saved because of this machine. But instead, uh this is what I had to work with. So I started the, the telling of the story at the point where the mother was watching her daughter’s brain on the screen and how terrifying it was for the mother and then went back and filled in what, what brought them to the emergency and then how things turned out. So you can look for the point of highest drama, highest emotion and try to try to begin your story there or just play around with sequence. A story doesn’t have to be told. Um uh As in, in time sequence, it can be told that, you know, begin at the end or in the middle or wherever it makes sense to begin just again. Like I said, with the shitty first draft, give yourself freedom to, to try on a few different approaches. A lot of Quentin Tarantino films are an example of that. Yeah, shifted, shifted, shifted times point of view is another important one. If I can jump in here, I know our time is running short. No, we’re OK. Yeah. No, a little anarchy is OK. Please point of view is a really important one who tells the story. Um Is it the executive director of an organization? There are benefits to having the executive director build, tell the story. You’re building a relationship with your donors, you trusted voice. Um So there are benefits but the executive director can resign tomorrow. And then there’s the, the risk of that voice. Um the closer to the heart of the action you are. If it’s um you know, a, a home for unwed mothers or um uh abused, abused women, let’s say a home for abused women. If you can tell the woman’s story that might have more impact in hearing it directly from her and then told through somebody else’s uh uh perspective. Yeah, there isn’t a right or a wrong. But the thing to do is to, to be thoughtful about the perspective you choose. If you sit down to write the story, think about which perspective will be most meaningful and most powerful um and pursue that and each voice comes with different uh benefits. Right? There are pros and cons for each voice, whether it’s first person or uh you know, if it’s a doctor telling a story about a new piece of equipment, he can speak with an authority that a patient can’t and he can explain the technology in a way the patient can’t. But there are pros and cons to each. You just need to consider whose perspective, whose point of view you use. What about taking license uh with a story you, you had uh writing for the MRI Center, you said it would, it would have been in easier writing task if there had been something more dramatic, not that, not that you are wishing that on the young girl naturally. But what about uh taking some liberties with the, with the story, maybe maybe mashing uh uh several characters together to, to make a, to make a more complete story. How, how do you feel about that sort of create a composite character composite? Yeah, I think if you do that. Uh And I think it’s legitimate to do it, but you have to you have to reveal that. Then at the bottom of the story, I think you have to say that this is, this represents, this is a composite character. This represents uh what we see in the clinic every day. Um I think, I think the reader here needs to be respected and told that that is me. That’s my, would be my, my response to that. Another way you could approach that is maybe sit down with a doctor or uh somebody who, who sees all these different characters. Uh, people come in and, and have a chat with that person and tell the story, like reflect the conversation you’re having with, let’s say the doctor, the radiologist or whoever. All right, but be, be intellectually honest. Absolutely. Yeah. Alright. Yeah, that’s how I would want to be treated so right. That’s how you have to treat others. I think your, your third advice portion of the, of the, uh, of the advice. Uh, in part three is advice on writing and we, we, we talked about some of some of your advice there, sacrifice your darlings and don’t be so quick to delete. But uh save and, and move. Um, what else, what else could you say about the writing task? Um, know what you want to say. That makes, makes it a bit easier to write and you know what you want to say. But often, not often you can, you can get to the screen and you can sit down and you need to, you know, you need to build up the section but you don’t know what you’re saying and you’re just spinning your wheels. So then that’s a good time to pause and say, OK, what is it that I want to say in this next section and be clear with yourself, what the next section needs to cover and then it’s a lot easier to get going. It sounds, it sounds silly to say it, but a lot of times writers block happens because people don’t know what, what they they need to cover in the next section. You also suggest the active voice, which that, that, that stood out to me. II I uh I actively try to avoid the passive voice. Uh explain that one for us, the active voice is just stronger and more engaged. The action happens in the voice. It didn’t happen yesterday. It’s not happening tomorrow. It’s happening now. Um And it’s stronger and more colorful. Uh So that’s the voice to strive for. Um Yeah. Um What else? Um Well, you have not uh not over qualifying. Yes. Don’t want to overqualify. You want, you want to be authentic like um a lot of times writing is stronger if you, if you remove the qualifiers, like what, like what are some examples? OK. Just uh you know, it was a very sunny day, it was a sunny day, that’s strong, much stronger than a very sunny day. Um So all the little adjectives, try removing the adjectives and you’ll probably have more confident writing. The other thing to do is to look at verbs. Once you’ve written a document, go back underline all your verbs and see if you can make them a little puncher, more active or stronger or more reflective or so if you can find a better verb because they add color and life to a piece of writing. Do you use a thesaurus? Very much? Not really. No, I don’t, I do use it but not very much. Um What I do often do if I, how do you find the punchier one? Uh I just think of a different way of saying you’re walking, you’re walking thesaurus then. All right. I, I rely on a, I rely on a thesaurus to help me. Yeah. The other thing to do is to take whatever it is that you’re not quite happy with. If it, if it’s more than just a verb, put it in your second document just for 10 minutes, try to rewrite that paragraph for that sentence, see what you come up with and then contrast the 21, see which one you like better. Maybe it’s a blend that’s often how it happens for me. Go ahead. You have, you have one you like yes, outward focus. Um It’s not about you, it’s about the reader. So whenever you’re writing, stop and say is this is this inward focus or is it, is it looking out the way it should um in fundraising, sometimes it’s easy to state the negative we need this or that because of this or that there. The need is so great. You can try to flip the negative state, write the negative statement. But then see if you can flip it into a positive affirmative statement. You want your case for support to be a hopeful, joyful documented solutions oriented. It’s not presenting a bunch of problems, it’s presenting solution and hope so. If it’s easier for you to write the problem down, go ahead and write it down and then go back and edit it into a positive sentence or paragraph. Can you give an example of that? Oh What could it be? Um OK, I’ve done a lot of work for, for health care organizations. So um the wait lists are too long for uh for people to access an MRI for example, this is a truth in Canada. Yes, you have, you have this one, you have this one in this example in the book. OK. Right there. That’s not cheating. No, that’s OK. That’s fair. That’s not cheating. Instead of saying um the wait lists are too long. You can say that with your help, we can, we can reduce wait times, we can um we can make sure that people get, get access within whatever time is reasonable that that what would happen within days rather than months. Yeah. Yeah, and in your own community. So, you know, once you begin to, once you flip it into the positive, then you can also build on it. Sometimes you had some advice, uh more, more savvy advice uh that think about your community without your work. What if, what if your work was to cease, what would that mean for your community? A lot of times you can get, um you can see the significance of something if you imagine it gone. So if, if you, if your organization sure closed its doors and didn’t reopen, nobody stepped in to fill the gap, what would be the consequence of the organ on the community? The people who rely on you and think of it as ripples in the water. So yes, the people who rely on you day to day, they would be impacted. But what about the next ripple out? What about the neighborhood? What about, you know, whatever or whatever sector you are in within the sector? How will it be affected? If, if you went away, the food bank went away, people who rely on it to put food on the table would be affected for sure. But would there, what would happen to the community? How would those people fare? Uh would there be more homelessness? Would there be would, would kids not do as well in school? For example, the kids of those families who relied on food bank and maybe they don’t go off to university because they’re hungry and you, you can, you can build on things like that and then go looking, go looking for uh supporting evidence. As a case writer, you have to be a bit of an investigator. So if you think that food bank is closing and it’s going to affect Children, think long term, what would that happen? How many kids who go to university have been, maybe at some point in their life, been been supported by the food bank? Can you find that out? Maybe go talk to? I don’t know, find some, somebody who might have done some research into that and see if you can use that and as you build your argument. Well, this whole conversation has been uh inspirational around doing a more thoughtful case for support. So, uh but I, I’m gonna, I’m gonna ask you to just kind of coalesce and, and leave us with, with even more, more inspiration, more promise. What, what, what can our cases do if we’re just more deliberate and thoughtful about our writing? Well, I go back to, to the courtroom analogy that we sort of started with if you have a case that has been um kind of thrown together, written on the back of a napkin and pieced together and maybe a little bit more like a paint by numbers kind of a case. And you, you create a case that is more strategic, more thoughtful. I I’d be surprised if you don’t see a difference in, in, in everything you do, how you recruit, uh the, the volunteers, you’re able to recruit the consistency that you’re able to speak with. Uh When you put together your um grant proposals, you’ve got a well to draw from. You have your information, your statistics, your stories, your descriptors, you have an argument that’s um compelling and stirs hearts and minds. Um And so it’s like the lawyer who stands up in front of the judge and jury and he’s prepared. He’s thought about how his words are going to land on the judge and the jury. He’s going to have a better outcome than the one who just rushes in and hopes to wing it. So I think, I think, um, especially small nonprofits who have not had the luxury of investing in a, um strategic case. I think it could really make a significant difference. Having one, she takes her own advice, ends, ends where she started. There you go. Phoebe Voff, her book is the Case For Your Cause. A guide to writing a case for support that hits all the right notes. You’ll find the book at Phoebe vth.com and Phoebe is spelled Febe Phoebe. Thank you very much for sharing all your, uh your wisdom. Thank you so much. Thank you for inviting me here. I enjoyed this. You’re a very thoughtful guest and I, I don’t, I don’t mean kind. You’re, you’re thoughtful and, and deliberate all all, all, I don’t know you, you speak the way you write, I think. Thank you. You know, there’s a section in the book about asking good questions and that was your job today. You asked fantastic questions. Oh, you probably said that to all your, all your podcast hosts. All right. Thank you. All. So, so some you don’t. All right. Thank you, Phoebe. Thank you very much. Next week, Tony will pick a winner from the archive. You trust him, don’t you? If you missed any part of this week’s show, you better. Trust me. I beseech you find it at Tony martignetti.com. We’re sponsored by donor box. Outdated donation forms blocking your supporters, generosity. This giving season Donor box, the fast flexible and friendly fundraising platform for nonprofits donor box.org. Our creative producer is Claire Meyerhoff. I am your associate producer, Kate Martinetti. The show’s social media is by Susan Chavez, Mark Silverman is our web guy and this music is by Scott Stein. Thank you for that affirmation, Scotty. You with us next week for nonprofit radio. Big nonprofit ideas for the other 95% go out there and be great.

Nonprofit Radio for November 13, 2023: Fundraising 401

 

Laurence PagnoniFundraising 401

That’s Laurence Pagnoni’s latest book. When this first aired, it was his new book, but Laurence’s strategies and tactics are timeless. It’s a series of masterclasses for all levels and a collection of revelations he gained over 35 years in nonprofit management and fundraising. (This originally aired May 29, 2020.)

 

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Nonprofit Radio for January 16, 2023: Overcome Common Communications Conundrums

 

Erica Mills BarnhartOvercome Common Communications Conundrums

It’s time to change the way you think about marketing, says Erica Mills Barnhart. You’ll make it more successful, find your true believers, and have more fun. She’s CEO of Claxon.

 

 

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[00:01:22.42] spk_0:
Hello and welcome to Tony-Martignetti non profit radio big nonprofit ideas for the other 95%. I’m your aptly named host of your favorite he abdominal podcast. Oh, I’m glad you’re with me. I’d bear the pain of a phone. Yah. If I had to speak the words you missed this week’s show overcome common communications conundrums, it’s time to change the way you think about marketing says Erica Mills Barnhart, you’ll make it more successful, find your true believers and have more fun. She’s ceo of klaxon On Tony’s take two planned giving accelerator here is overcome common communications conundrums. It’s a pleasure to welcome Erica Mills Barnhart to non profit radio Erica is a communication expert, speaker, author and coach. She’s founder and Ceo of Klaxon focused on teaching companies and leaders how to use words to change workplaces and the world. Erica also serves as an associate teaching professor at the University of Washington. She’s at Erica Mills barn and the company is at klaxon hyphen communication dot com. Welcome e M B

[00:01:37.34] spk_1:
Thank you Tony for having me.

[00:01:39.41] spk_0:
Pleasure to have you. Happy new year.

[00:01:41.33] spk_1:
Happy new year back at you.

[00:02:23.35] spk_0:
Thank you. I hope you enjoyed holidays and time off very much. Let’s talk, let’s talk marketing because this, this is your, this is, this is your world and because you think about this stuff every day and others of us only get to think of it when uh things are not going right, we’re, we don’t feel like we’re, we’re having a struggling with 8.5 by 11 inch blank piece of digital paper and we feel like we have to fill it and it’s not flowing? And we feel like we’re not we’re not reaching our audiences. Maybe not in the right places, maybe not in the right ways. Were people have questions that we feel like they shouldn’t have they, people should know all this. You know, I think all this gives rise to us the rest of us thinking about marketing, but uh, you know, trying to piece it together and go as well. So I know you can uh allay our concerns

[00:02:41.93] spk_1:
and

[00:02:43.64] spk_0:
it doesn’t

[00:02:44.26] spk_1:
have to be that complicated.

[00:02:45.96] spk_0:
Thank you. Thank you. I I feel the same way about the work that I planned giving. Keep it simple. Thank you. All right, that’s enough of me talking. So you want us to change the way we think about marketing? What do you want us to do?

[00:03:00.16] spk_1:
Um I want you to start with the what? Rather than the how,

[00:03:04.21] spk_0:
here’s what I mean.

[00:03:10.17] spk_1:
So you gave, you gave a beautiful example, tony Um I mean years with a blank piece of paper, but oftentimes when we’re thinking about marketing, we go straight to like

[00:03:15.87] spk_0:
should

[00:03:16.21] spk_1:
we be on twitter? Should I be on linkedin? Should be on instagram? Should we do a newsletter? Should be online. But those are all

[00:03:21.69] spk_0:
house

[00:03:27.31] spk_1:
and there are I mean so many house, that’s the wrong question to ask

[00:03:29.45] spk_0:
first.

[00:03:30.79] spk_1:
You first want to ask, what does success look

[00:03:33.55] spk_0:
like? What

[00:03:34.94] spk_1:
are the results that we are looking to achieve? What are the outcomes that we

[00:03:38.58] spk_0:
want? Right?

[00:03:50.20] spk_1:
And these, you know, you want them to align with your organizational goals. Marketing and communication doesn’t means to an end, right? Let’s let’s start there. So it’s always a means to an end, Right? So how is it gonna

[00:03:51.26] spk_0:
support your

[00:03:52.41] spk_1:
organization? So always start with the what and then the

[00:03:55.13] spk_0:
who, who

[00:03:56.48] spk_1:
are you, who do you need to

[00:03:58.24] spk_0:
reach and

[00:03:59.48] spk_1:
engage with in order to achieve

[00:04:02.57] spk_0:
the

[00:04:19.85] spk_1:
goals that you set for your marketing, once those two things are answered and your real clear and don’t move on, like the best thing that you can do for yourself and your team, your organization is to like hold off on the how conversation until you’re what you’re who are very clear. And then, and the reason it’s so important to do in that order is because if you don’t, if you aren’t clear on who your target audience is, you’ll sort of project into the house, like, well, I love an annual report, I’m making this up, Right. Um How about we do an annual

[00:04:32.89] spk_0:
report.

[00:04:34.27] spk_1:
Well, if your target audience is, you know, gen z,

[00:04:38.40] spk_0:
they’re

[00:04:56.67] spk_1:
probably not looking for a, you know, multi page annual report, they’re looking for something really different. So it mitigates projecting your own personal preferences into your strategies and your tactics. So what, who, how, that’s what I call the Klaxon method? What, who, how what who, how always grounded in the UAE the bigger picture y for the organization, but also, you know, with what does success look like?

[00:05:01.60] spk_0:
Why is that important?

[00:05:02.78] spk_1:
Why is that goal important to the organization? Right? Who’s your target audience? Why are those

[00:05:07.40] spk_0:
people so

[00:05:08.72] spk_1:
important to you in the work that

[00:05:09.80] spk_0:
you’re doing?

[00:05:10.81] spk_1:
Right? So always what who, how backed by the way? Um And that keeps things

[00:05:36.55] spk_0:
simple. Which which I’m grateful for. Let’s let’s let’s unpack some of that. Um Marketing is a means to an end. You said it’s you’ve heard you say somewhere it’s in service to your mission. Alright. Let’s let’s let’s start with say a little more about why, why this is merely but an important means to an end.

[00:06:03.64] spk_1:
Yeah. Because if you’re not, if you’re not clear on that, like you’re sort of saying the beginning and I appreciate it. It’s like marketing can be a little existential, right? There’s a lot of the sense of like, I should know what I’m doing. We should, you know, we should be on Tiktok, we should be on all these things, right? It can be kind of like a fear guilt, shame based activity, right? Um

[00:06:07.19] spk_0:
And that’s

[00:06:07.75] spk_1:
when you’re just doing stuff for the sake of doing stuff because you know that you should do it, but you’re not quite, you know, like this, like what you were talking about? Like, I know I should be doing things, but I don’t really want to do. And I know, right. I just want to release that for people in the way. One of the ways there’s a few ways, but one of the ways that you do that is by really reminding yourself like doing this just for the sake

[00:06:27.75] spk_0:
of it, right?

[00:06:40.76] spk_1:
We’re not posting on Tiktok if you decide or linkedin, we’re not putting on newsletters or annual reports. We’re not doing any of that just for the sake of it. We’re doing it because it’s a service storm mission. It is in support of our mission. And that just, you know what I found because I’ve been doing this for almost 20 years, it can really calm people down. It can help you get grounded and then you can get that clarity and focus going

[00:06:54.14] spk_0:
alright. You also said start with outcomes. What does, what does success look like? Right. All right. So what are some of these, could you give us some like, sample outcomes? Is it, is it fundraising related? Is it, uh, engagement on linkedin related or maybe it’s all that, you know, give us some sample outcomes to, to start with,

[00:07:21.65] spk_1:
um, in for nonprofits, there’s sort of a hit parade. Right? So fundraising for sure. Um, programs definitely, um, sometimes can be internal engagement also

[00:07:27.57] spk_0:
by the way.

[00:07:28.53] spk_1:
Um, if we’re talking internal, but I’m going to keep the conversation sort of focused external. But I just want to note that, right? Sometimes you actually need internal marketing in order for the external activities. Marketing to be

[00:07:38.44] spk_0:
Successful. And internal internal outcome might be 50% reduction in turnover. Exactly like that.

[00:07:48.07] spk_1:
Yeah, exactly. Yeah. That’s a simple

[00:07:49.30] spk_0:
minded ones. I’m scratching the surface, simple minded, you know. But for

[00:08:08.12] spk_1:
non profits, it’s always gonna be fundraising and programs. Right? But there’s a third that actually it will surface uh, initially, which is raising awareness and when I work with clients

[00:08:12.42] spk_0:
so

[00:08:26.27] spk_1:
mushy. Exactly, tony It’s like very amorphous also. So that’s fine. Oftentimes you do need to raise awareness, but you’re going to add two words raising awareness. So that dot dot dot right?

[00:08:28.11] spk_0:
It’s

[00:08:28.39] spk_1:
Fine to raise awareness, but it needs again raising awareness. So that what so that you bring in, you know, more donors so that you increase your retention rate, you know, for existing donors. So that you attract 100 new clients or custom, you know, whatever it is. It’s, it’s like the means to an end to the means to an end that is marketing.

[00:08:47.87] spk_0:
Yeah, right. We have to hold our feet to the fire, raise awareness. Okay. 11 person in the community now knows that we exist who didn’t know. Okay, we raised awareness. We’re done.

[00:08:58.39] spk_1:
And you know what I want to say. Get

[00:09:01.02] spk_0:
away with that.

[00:09:01.99] spk_1:
The balance of staff versus volunteers or board members for your, for your podcast listeners. But the people who are, who offer raising awareness as a goal in and of itself, mainly board members.

[00:09:15.55] spk_0:
It’s

[00:09:16.61] spk_1:
often board members. Um but this comes from a from a beautiful place. So I also want to acknowledge that they’re so excited to work with the organization, right? Like of course they want people to know about,

[00:09:27.85] spk_0:
you know, we

[00:09:28.39] spk_1:
want more people to know. So I want to say it comes from a really beautiful place that we want to honor that, right? And and then also go to that next step, because that’s where things get strategic.

[00:09:45.21] spk_0:
Okay, okay, thank you. Alright, so, so we’re starting with our objectives. Um you you want us to have objectives that are objective neutral?

[00:09:50.75] spk_1:
Yes,

[00:09:51.61] spk_0:
talk about that.

[00:10:10.09] spk_1:
Yeah, well, so I distinguish between goals and objectives and it’s, you know, it doesn’t really matter, it’s a little nitpicky, but I have found and I have a podcast, communicate for good. And one of the early episodes is dedicated entirely to this topic, which is um I find it helpful if you’re semantically

[00:10:13.22] spk_0:
tidy,

[00:10:27.85] spk_1:
right? So that you have organizational goals and then you have marketing objectives or communication objectives and it just sort of reinforces that hierarchy of marketing and communication being in service to the organization and the organization’s mission. Um

[00:10:28.56] spk_0:
you know, and we’re here to talk about the klaxon method, so that’s fine.

[00:10:32.78] spk_1:
So we’re

[00:10:33.97] spk_0:
gonna we’re differentiate between objectives and goals. Starting with starting with objectives?

[00:10:43.92] spk_1:
Well, no, you would start with goals, organizational goals, organizational goals don’t move onto marketing. Let’s say

[00:10:47.11] spk_0:
that like

[00:10:48.41] spk_1:
if you’re not clear on your organizational goals, no marketing for you yet.

[00:10:52.49] spk_0:
And

[00:10:53.18] spk_1:
again, that can be simple too. I’m sure you’ve had other folks on here. You talked about this. You don’t need to be complicated to be effective with your goals, but you gotta have those. Otherwise you can’t move on to the marketing objectives because you don’t

[00:11:05.23] spk_0:
know, right?

[00:11:14.47] spk_1:
You don’t know what you’re being in service to. So, um, and yeah, you want the objectives to be something you can measure. Like did we make progress over, you know, a quarter or a year or whatever your time horizon is. Did we make progress? Did we increase

[00:11:21.13] spk_0:
retention? Did

[00:11:29.95] spk_1:
we grow acquisition? Do we have more donors? Right. Um, so it has to be something that you can measure. And oftentimes

[00:11:31.67] spk_0:
we

[00:11:32.42] spk_1:
resist in the nonprofit space getting this

[00:11:35.85] spk_0:
concrete right.

[00:11:43.15] spk_1:
We’re like, well, you know, we’ll just increase retention. Let’s stick with that because increasing retention is fantastic. But we don’t say by what percent right? Or by how much? Um, and this, what I find most often is that’s a fear of failure.

[00:11:53.77] spk_0:
Oh yeah. Right. We don’t,

[00:11:56.26] spk_1:
if

[00:11:57.31] spk_0:
we put a number to it now, we’re now we’re gonna be accountable at the end of whatever our time period is and you know, there’s the acronym for smart goals specific measurable. Is it attainable achievable is realistic

[00:12:14.20] spk_1:
and time and

[00:12:15.37] spk_0:
time bound. Right, okay. smart goals and that, that’s, you know, folks, you know, our listeners just google smart goals, You’ll find a million articles on

[00:12:25.38] spk_1:
smart what smart

[00:13:08.49] spk_0:
stands for and what smart means and etcetera. So, um, yeah, but right. But if we’re not gonna, but we’re not gonna be realistic and, and hold our own selves, hold ourselves in our organization accountable. You know what I mean? We’re supposed to be running this thing like a business. It’s a nonprofit business, but it is a business. I’m not saying, I don’t mean business pejoratively like cutthroat, but you know, we’re running a business here. We have employees, we have people who are serving or counting on us for, for for what we deliver. We have people who support us. They don’t necessarily buy things, but they support us with their time and their money more, You know, so, so I believe it is a business and it should be

[00:13:11.23] spk_1:
corporations, right? Nonprofits are, are technically corporations. Yeah,

[00:13:26.57] spk_0:
they are, they’re just non profit corporations. So, so, so don’t be afraid to hold yourself accountable. And, and so this leads to something that you believe that failure should be, not, not feared, but you know, accepted. And so, so, so don’t be afraid. I’m gonna give you a second. Just so folks, you know, don’t be afraid to set goals and objectives that are measurable. So, you know, whether you’ve achieved them because failure is not, um, I’m not gonna say failure is not an option, because that’s not true, failure should be, should be accepted and maybe even embraced, you learn something,

[00:13:59.38] spk_1:
it’s all in and what you do with the failure, right? I mean, it’s it’s, it’s somewhat inevitable, like we were all coming through covid, right? We tried all sorts of things, like we just had kind of had a failure fest in a lot of ways over the past few years and if you look at like how the sheer volume of things we learned,

[00:14:15.61] spk_0:
that’s

[00:14:18.03] spk_1:
success, that’s winning, right? Like failure has such a negative connotation and I do want to unpack this a little bit because I can imagine that that you have listeners and they’re like, that is not an option in my organizational culture, it’s not safe to fail. So this is, this is a leadership issue, issue in a culture

[00:14:34.67] spk_0:
issue, right?

[00:14:45.07] spk_1:
Like we have to lay this firmly at the feet of the leadership, that is where this culture either is or is not created. Um, and when, when, when failure isn’t an option just to play that out a little bit, people play

[00:14:49.72] spk_0:
small, they’re

[00:14:51.03] spk_1:
doing the same things over and over again, right? You actually become less effective over time,

[00:14:55.64] spk_0:
small, safe,

[00:14:56.80] spk_1:
safe. This is how we do it. And you know, this is how we do it a shorthand for, this feels safe to me,

[00:15:02.68] spk_0:
right?

[00:15:04.01] spk_1:
So, so a piece of this

[00:15:05.15] spk_0:
is

[00:15:08.38] spk_1:
psychological safety, this feels safe to me, right? And so you have to bring great intentionality as a leader when I’m coaching, you know, I do a lot of coaching one on one with leaders and with teams about one on one. We talk about failure a lot, like, because you have to start with what’s what’s your personal relationship with

[00:15:21.36] spk_0:
failure? Because

[00:15:27.70] spk_1:
failure feel safe to you, because if it doesn’t feel safe to you, well, that’s first step for you, right? You can’t be up there pontificating about like sailors, great, we’re gonna embrace it and meanwhile you’re like, oh my God, please, I never wanna fail. Um that’s not gonna work. You know, you have to unpack that. Like, what is your subconscious mind telling

[00:15:40.73] spk_0:
you, what

[00:15:41.00] spk_1:
are your beliefs about failure? What was modeled for you growing

[00:15:44.36] spk_0:
up around

[00:15:49.17] spk_1:
failure? You know, you have to do that inner work first that inner game, and then when you’re like, okay, I see the positivity and failure, then you can bring that forward um

[00:15:56.96] spk_0:
as

[00:15:57.51] spk_1:
a leader, but really this is about culture and it’s about leadership.

[00:16:28.35] spk_0:
Yeah. And I would say, you know, if if you’re in a place where failure is not at least accepted, I mean, we’re not gonna we’re not cheering for it, but at least accepted. You know, it may not be the right place if you because because it is it’s a place that’s playing like you said Erica it’s a place that’s playing safe and small, and, you know, we have enormous problems. Whatever whatever work you’re doing from education to animal welfare to the environment or whatever religion, whatever you’re doing, we’ve got a lot to do and playing safe and small is not going to get us there.

[00:16:48.96] spk_1:
Yeah. But you know what’s interesting tony is when we look at both like inter internal to the sector, but also external constraints to the sector. Um, but I just always wanna acknowledge when we talk about failure as it relates to nonprofits and they’re very

[00:16:53.60] spk_0:
world

[00:17:17.46] spk_1:
changing work. Like donors are not always super jazzed about the idea of failure. So there are some legitimate external constraints, funding constraints, largely funding related or partnership related, but mainly funding is what we’re talking about here, where it’s like, no, we’re not, no, that’s not on the table. And so you have to, you know, really figure that out for you. You know, look at your funding sources and risk tolerance and failure tolerance as it relates to those and then figure out like how can, how can you create a funding portfolio that does allow you to take risks. It does allow you to fail. Um, so I just always want to acknowledge, you know, uh, you know, listeners, if if you’re getting funding from pretty traditional sources that have like where that’s not an option. I just want to acknowledge that that’s a dynamic.

[00:17:42.67] spk_0:
Okay. Yeah. And I’m, I’m not disagreeing.

[00:17:46.40] spk_1:
Yeah, I don’t, I just never want to come off as like failure and embrace it and say hooray and whatnot. You know, like given given all the variables that leaders are dealing with. I just I want to acknowledge it’s not it’s it’s it’s messy, right? It’s

[00:18:25.62] spk_0:
part of that also is messaging though the way you, the way you go back to those funders and and and and even not only after the fact, but before before, you know, right before here’s something we’re going to try and launch this program and we’re gonna try to reach 2500 people in the next year, you know, but acknowledging that that’s that’s a stretch, you know? So I mean there’s there’s messaging, maybe it’s even marketing involved in all those in the whole process

[00:18:41.95] spk_1:
relationship building, right? So if from the I would hope like when I, you know, was in development that one, um you know, especially with institutional funders, um you know, you have the conversation up front, so are we gonna set big audacious goals together

[00:18:49.82] spk_0:
and if

[00:18:50.61] spk_1:
so we might not achieve them. What are we gonna do when we don’t achieve

[00:18:54.14] spk_0:
them? Right,

[00:19:08.68] spk_1:
Like and having those conversations upfront, what are we gonna do if we do? Because that’s what we’re going for, what are we gonna do if we if we don’t right? And where the course corrections gonna gonna come along the way, you know, I started talking about this idea of micro communication, which is, we tend to think about like big picture communication and big picture messaging and you know, a lot of my work with clients is

[00:19:17.25] spk_0:
developing,

[00:19:38.44] spk_1:
I call them identity statements but mission vision values, purpose statements right? Like you nail that and the rest of your messaging becomes so much easier, right? It just all closed. That’s lead domino. So we always start there. Um, so rightfully so big big ticket, big ticket messaging and communication elements. But increasingly, especially given what happened to our brains and our essential nervous systems with Covid,

[00:19:44.63] spk_0:
I’m

[00:19:45.16] spk_1:
really working with clients about being more attentive and intentional about micro communication. So what’s happening in between the big moments? How are you creating that

[00:19:54.10] spk_0:
connectivity?

[00:19:58.74] spk_1:
Right? And this can be very light touches doesn’t need to be a big deal. But like

[00:19:59.99] spk_0:
what? Give an example of what you’re talking about

[00:20:02.56] spk_1:
text message, right? Like hey, just checking in. We had a, we had a, we had a big day today, you know, we had our, you know, 100 people signed up just wanted you to know, you know, pop them a quick email, we don’t have to like wait rather than waiting for the formal report,

[00:20:16.67] spk_0:
you

[00:20:16.86] spk_1:
know, share the winds as they come in. And even if it’s just, you know, like I’m very attentive to my instincts. Um, you know, your gut, you know, people are like, oh, it’s like, well it actually is millennia

[00:20:28.67] spk_0:
of

[00:20:29.11] spk_1:
information that we all have inside of us. So I’m pretty

[00:20:31.46] spk_0:
attentive anytime

[00:20:32.66] spk_1:
somebody pops on my radar,

[00:20:34.41] spk_0:
follow your instinct. But I’m a huge believer in following your instincts,

[00:20:38.18] spk_1:
right? Like it’s telling you something

[00:20:40.91] spk_0:
anytime

[00:20:45.45] spk_1:
someone just pops on my radar and this is multiple times a day I stop what I’m doing and I pop, it depends on how they like to be communicated with, right? But it could be email. It could be a text, it could be facebook messenger, you know, whatever it’s gonna be. And I just say, hey, you popped on my radar.

[00:20:56.25] spk_0:
Uh, you

[00:20:57.20] spk_1:
know, I’m thinking of

[00:20:59.35] spk_0:
you, you

[00:21:00.20] spk_1:
can do that. You know, in a relationship with your funders and your donors as well. Like I think we’re in a place where a little more humanness is allowable. Um, and actually craved.

[00:21:12.03] spk_0:
Yeah.

[00:21:12.32] spk_1:
And also just from an internal communication perspective, there was an article recently based in Harvard Business review based on some research at the University of pennsylvania. And it was about what staff employees are looking for from their managers. And

[00:21:28.32] spk_0:
um, it was

[00:21:31.29] spk_1:
micro understanding. So this is what got me think about micro communication, right? And micro understanding meaning I don’t want you in my business. I don’t want you to be micromanaging me, I want you to understand me. Don’t you understand what happens for me over the course of my

[00:21:44.41] spk_0:
day because

[00:21:51.65] spk_1:
we are remote or hybrid for the most part, um, definitely not going away. Don’t you understand what that means for me and to me,

[00:21:54.76] spk_0:
so that

[00:21:55.14] spk_1:
was a really interesting evolution and and uh and an invitation for leaders to really be thinking what does micro understanding look like? And then my next step with that is and what is micro

[00:22:05.26] spk_0:
communication based

[00:22:06.98] spk_1:
on that? Right?

[00:22:07.97] spk_0:
All more humanness to like

[00:22:09.81] spk_1:
that Humanness,

[00:22:51.74] spk_0:
more humanity. So then um All right, so uh audacious go well, we talked to them about, you know, having audacious goals. Not not that goes back to you know, not playing small and safe and no, and that’s where this yes, our our digression on failure and micro communications came when I said it may not be the right place for you. What I meant was you know, if if leadership is not accommodating at you know, at least accommodating being audacious willingness to fail. Uh you know, then you have to evaluate whether that culture can change and if you’re not sure that it can evaluate whether that culture is the right place for you. That so that that was you know, I’ve

[00:23:02.98] spk_1:
also worked with um you know, leaders who

[00:23:08.55] spk_0:
were they

[00:23:09.18] spk_1:
are genuinely risk averse,

[00:23:10.74] spk_0:
but

[00:23:24.71] spk_1:
that does not, that doesn’t fire them up. It makes it very uncomfortable, right? So I just wanna say on the other side of it, you know, just is it a culture fit for you can be anywhere along that continuum. But I I love the question right? Like is this a fit for me? Right? I feel like so often

[00:23:30.51] spk_0:
we’re

[00:23:31.33] spk_1:
like, you know, when I, when I teach at the university of Washington in the oven school, the public policy and governance, um when I talk to my students and I mainly work with graduate students, so they’re getting their master’s degrees, They’re like rock stars, they’re amazing, they’re just amazing. And they get to the point in the, you know, in their time and they’re interviewing for jobs. And I always say to them, is

[00:23:51.91] spk_0:
when

[00:24:03.67] spk_1:
they’re making you the offer, you you you are in the power position, ask for what you want because it’s like, oh my God, they want me and then you don’t negotiate because you’re like, oh, they, they like me. Oh, and I’m like, no, no, no, no, no, no, no, no. You hold all the cards in that

[00:24:09.85] spk_0:
moment.

[00:24:10.69] spk_1:
They don’t want to go through that again. You hold all the cards and it’s sort of similar like,

[00:24:16.40] spk_0:
and we’re seeing this

[00:24:24.37] spk_1:
with quiet quitting and, you know, a lot of other movements. It’s like this openness, like maybe this isn’t what I want. And so there’s a lot of, you know, downsides and tough stuff happening right now obviously,

[00:24:29.74] spk_0:
but I think of

[00:24:51.07] spk_1:
bright, I mean I’m I’m a total optimist by nature. Um so I’m always looking for the silver lining in the bright spots while acknowledging the darkness um is this for me, is this what I want? Is this who I want to be? Is this where I want to be? You know, like there’s just a different and that that’s like authoring your life and I want to, I just want to invite listeners to like, this is your one, this is it, Right?

[00:24:57.13] spk_0:
Uh

[00:24:58.55] spk_1:
and you’re wonderful.

[00:24:59.98] spk_0:
And

[00:25:08.49] spk_1:
so are you offering your life, are you like making it happen for you as opposed to like that? It’s happening to me, stance is demoralizing and again, from a leadership perspective, are you inviting that sense

[00:25:12.76] spk_0:
of,

[00:25:13.71] spk_1:
is this for me? How is this for me? Um and encouraging

[00:25:17.32] spk_0:
that regardless

[00:25:18.75] spk_1:
of your risk tolerance by the way?

[00:26:28.28] spk_0:
Right. Right. I love the idea of making the life that you want, not defaulting into the life that lots of other people have made before you just because you know, and that might be taking a year or two off before, you know, to do, to do volunteer work or to travel and you know, there there are myriad different ways. It involves your personal relationships, your, your professional relationships, your relationship with family. I mean turn this into a therapy session, but intentional about the life that you make for yourself and a significant part of that, although it seems like maybe in declining proportion, but still significant is your work. The work you do. The reason I say that maybe in declining proportion is because since the pandemic, I think work has become less significant to large swaths of, I don’t know about the world. So I’ll just focus on our country. I think work has become less or

[00:26:39.98] spk_1:
at least differently significant. Like the way I’m experiencing it with my clients and you know, friends and colleagues, it’s differently significant, which isn’t good or bad, but it does feel different, right? Like it’s holding different space in people’s lives. And I think part of that is the sense of agency that’s

[00:26:46.61] spk_0:
like maybe it doesn’t

[00:26:47.85] spk_1:
have to look like this. And also by the way, you can honor,

[00:26:51.11] spk_0:
you

[00:26:59.26] spk_1:
could like, you know, I’m a woman. I like there are women who carved the path so that I could do what I want to do and I honor

[00:27:00.05] spk_0:
that while

[00:27:01.57] spk_1:
doing things differently and while doing them on my own terms, like you can hold both of that and I think sometimes it can feel a little like, but this is how insert person who’s important to you or who you respect, did things you can respect and honor that

[00:27:15.20] spk_0:
and do

[00:27:16.59] spk_1:
it your own way.

[00:27:17.36] spk_0:
Yeah, we can hold both these

[00:27:18.73] spk_1:
thoughts. You can hold both

[00:27:29.36] spk_0:
of course. Alright, well I made us digress from uh strict marketing communication. So let’s let’s go a little back. Um true believers. We have you want us to find true believers, help us. What are what are, who are our true believers and or what are they in the abstract And how do we find our

[00:27:59.69] spk_1:
okay, so in the world for marketing, generally speaking, in particular for nonprofits? There are three types of body of people in your audience is okay. And I’m not using these terms in their religious sense, using them sort of neutrally. Okay believers, agnostics and atheists. So believers believe what you believe. If you are on a mission to eradicate extreme global poverty, they’re like, yes to that. If it’s too, you know, spayed and neutered dogs and their yes to that, right? They believe what you believe. Agnostics might believe what you believe.

[00:28:14.55] spk_0:
Um, but

[00:28:15.88] spk_1:
you need to persuade them a little bit, right? Maybe it’s not top of their list or maybe it’s like, how you do it or whatever, but they’re they’re removable, right? You can, you can,

[00:28:23.26] spk_0:
you

[00:28:25.06] spk_1:
know, so you might think of them as like uninitiated believers.

[00:28:28.81] spk_0:
Okay.

[00:28:34.04] spk_1:
But they’re they’re they’re in the middle and then atheists don’t believe what you believe. And um, so one thing that comes up is it feels fantastic to convert an atheist, right? Like any time I do a big public talk and we talk about this, there’s always somebody who never believes, like, yeah, but there was this guy and you know, he was, he was against us. He was again, you know, we really kept working on him and now he’s a, you know, he’s a donor. My question back is that’s great. But what was the opportunity cost of converting one? Atheist versus connecting with 1000

[00:29:01.34] spk_0:
believers

[00:29:02.58] spk_1:
like which one? Which one is advancing your mission more dramatically? I mean, except in the world of politics, I just wanna, that’s the caveat, that’s its own little different things.

[00:29:12.90] spk_0:
Um, it’s

[00:29:14.91] spk_1:
all about connecting with your, with your believers.

[00:31:38.28] spk_0:
It’s time for Tony’s take two. It’s planned giving accelerator season. I’m giving 50% off the full tuition for the month of january. So all this month, 50% off full tuition. The class starts in early March 1st week of March and will be done by Memorial Day. It’s a three month class. You’ll spend an hour a week with me. Well that may not be the biggest selling point. You’ll spend an hour a week with your, who will become your friends in our zoom meetings always set up as meetings, not webinars. If you know the difference, you’ll know that you can talk to each other. There’s no, there’s no putting questions and comments in a chat box always set up as meetings. These folks will become your friends. They will be similarly situated in small and midsize nonprofits wanting to launch planned giving. All right. This is, this is what we do together. Oh and and I am there too. And I’m teaching and you know, I’ll be guiding you, giving you the resources you need, like sample, um, Uh, donor letters, template letters, um, marketing materials? Uh, a power point for when you talk to your board and that’ll be one of the meetings we have together is acquainting your board with planned giving and perhaps soliciting your board, identifying your top prospects and soliciting them, identifying your tier two prospects and identifying them, etc. All the info is at planned giving accelerator dot com. I hope you’ll be with me, love to have you. And that’s Tony’s take two. We’ve got boo koo but loads more time for overcome common communications conundrums with Erica Mills Barnhart. Give us some, give us some ideas about how to, how to get, maybe get somebody from agnostic to, uh, to believe her. Those people are those, they work the return on investment. The agnostic community.

[00:31:50.77] spk_1:
Yeah. You know, for the most part, you have to be doing both. So, so a lot of marketing those optimization, right? So it’s for whom are we optimizing? Um, and in general,

[00:31:52.86] spk_0:
if you’re

[00:31:53.42] spk_1:
optimizing well, like with your messaging, right? So, so you have a message and it really speaks to the hopes Dreams, wants needs

[00:32:00.22] spk_0:
of

[00:32:01.22] spk_1:
your believers. That’s gonna be enough to like get your agnostics interest is going to perk up their ears for your believers. They’re like woo. And you’re off to the races for your agnostics. Um,

[00:32:13.34] spk_0:
it’s gonna take

[00:32:14.01] spk_1:
just a little more conversation,

[00:32:15.80] spk_0:
right?

[00:32:16.70] spk_1:
And so, you know, questions are your friend,

[00:32:20.07] spk_0:
like

[00:32:32.25] spk_1:
we default into this. Like if I tell them everything out of the gate, then maybe I’ll hit on something and that is interesting to them and you end up just like, right? And I always say when you tell someone everything, they remember nothing and that comes from like a worried place actually, right? So again, like that you’re gonna hear a theme which is

[00:32:38.05] spk_0:
like you’re

[00:32:39.37] spk_1:
the authority

[00:32:40.86] spk_0:
in

[00:32:41.13] spk_1:
what your organization does show up as the authority ask questions, right? Because the answers to the question, that’s how you’re gonna get that, then you know what they’re interested in and you can feel a little scary at first to do this. If again, if it’s not we’re used to doing or that’s not the culture, um,

[00:32:58.53] spk_0:
get

[00:32:58.82] spk_1:
them, you know, ask questions, just find out

[00:33:00.99] spk_0:
what, what

[00:33:02.42] spk_1:
is it about, what you do specifically? So it’s like there’s a level of specificity and understanding agnostics that you need to move them might refer to it as an engagement cycle. From knowing the organization to understanding the organization, to engaging

[00:33:17.89] spk_0:
believers

[00:33:18.63] spk_1:
move along that cycle real quickly.

[00:33:20.35] spk_0:
You need

[00:33:21.07] spk_1:
to spend more time that zone of understanding and helping them understand what you do with agnostics.

[00:33:27.72] spk_0:
Is this all consistent with uh Simon Sinek, his his core belief that people don’t buy what you what won’t buy, what you don’t buy what you do, they buy, why you do

[00:33:41.92] spk_1:
it

[00:33:46.23] spk_0:
consistent? Okay, okay, so say a little more about the engagement cycle now, you can’t shortchange non profit listeners with like a 12th drive by of the engagement cycle.

[00:34:15.73] spk_1:
I mean marketing and messaging is like very fundamentally all about moving folks around this engagement cycle. And it actually doesn’t matter if you’re like buying toothpaste or you’re trying to get, you know, a new donor. It’s like everyone has to go from knowing to understanding to engaging. And I got, I got specific about this because what can happen, this is unique to nonprofits is because we care so deeply and passionately about what we’re doing. There’s kind of this like to know me is to love me, to know me is to engage, why wouldn’t

[00:34:24.05] spk_0:
you Right?

[00:34:25.73] spk_1:
And then you skip over

[00:34:28.43] spk_0:
the

[00:34:38.12] spk_1:
understand phase and, and that’s really a miss and it’s a miss because like let’s take the events I pick on events a lot. Um, events are a classic example of moving someone from knowing to engaging right? Like I care about something I invite you tony and some other folks to sit at my table at, you know, the lunch and the dinner you come because you know me, maybe you care maybe you don’t and then there’s an

[00:34:53.45] spk_0:
ask rightfully.

[00:34:54.84] spk_1:
So, you know, we should ask for the support.

[00:34:58.51] spk_0:
But if

[00:34:58.93] spk_1:
you go from no to engage that

[00:35:00.39] spk_0:
quickly and

[00:35:08.97] spk_1:
you don’t plan and this is what I see again and again and again with nonprofits is there isn’t a plan for, okay, how am I going to go back to tony and

[00:35:09.71] spk_0:
sort of,

[00:35:10.38] spk_1:
you know, back up the caboose like understanding what what you tony care about as it relates to my organization.

[00:35:15.74] spk_0:
The important follow up

[00:35:22.23] spk_1:
the important what Yes, very intentional follow up. Um, and this is where you know, like retention comes into play, but it’s really interesting. Like you know, you say these things just like, why wouldn’t you do that? That’s weird. Why are you saying that out loud? Of course you would do that. It’s, it’s stunning how often it doesn’t happen. And it is this like really fabulous.

[00:35:38.80] spk_0:
Well tony

[00:35:39.55] spk_1:
Gave money of course he loves what we do and we lump, you know, then we lump you in with somebody who’s given to the organization for five

[00:35:45.40] spk_0:
years now.

[00:35:49.29] spk_1:
Your current donor, not everybody does this. I’m sure listeners, I’m sure there’s some of you like, no, no, we nailed it on the follow up. Like, you know, that’s not so I’m, I’m painting a wide with wide

[00:35:58.73] spk_0:
broad

[00:36:05.49] spk_1:
brush strokes here. But I have seen this so often. Um, and it’s heartbreaking because then you don’t, you know, maybe you don’t come back to the event the next year. You haven’t been nurtured and then your one time donor and that’s super

[00:36:12.46] spk_0:
expensive. That

[00:36:13.86] spk_1:
is low R. O I

[00:36:15.74] spk_0:
I

[00:36:15.97] spk_1:
want the highest return on investment possible.

[00:36:23.45] spk_0:
I’m guessing you’re a big believer in segmentation. Yes, I believe segmentation,

[00:36:26.43] spk_1:
but but not over segmenting.

[00:36:29.46] spk_0:
I

[00:36:29.89] spk_1:
feel like given some of the databases that we

[00:36:32.20] spk_0:
have,

[00:36:36.46] spk_1:
you can almost use it as a stalling tactic like well we’re not ready to like send out our appeals because we haven’t you know, segmented enough. So I just like it’s

[00:36:44.03] spk_0:
it’s a

[00:36:52.28] spk_1:
bit of an art. There’s an art to the segmentation in addition to the science. So yes. I’m a fan of segmenting. Um and not crossing the line into over segmentation as sort of a stalling tactic to doing the work.

[00:36:59.11] spk_0:
All right. I’m not I’m not clear on this. I mean anything. Yeah, I agree. I mean anything can be overdone and used as a used as an excuse uh as an excuse for immobility. What what what is what what’s over segmentation? Like what’s

[00:37:15.61] spk_1:
your database rather than sending out the appeal?

[00:37:17.85] spk_0:
Oh okay.

[00:37:20.95] spk_1:
Yeah.

[00:37:22.33] spk_0:
And and segmenting we want to segment right by interest. Maybe if we know someone is interested in the spay neuter program then then those are the those are the touch points. Those are the data points. Those are the stories we’re gonna share with them. Not the uh not the adoption, not the adoption and rescue program.

[00:38:06.00] spk_1:
Yeah exactly. Like what are what are their interests? And so you know any organization will know in advance. Like here’s kind of our top three top three things we do. Top three ways that we services, we offer our ways that we go about um taking care of animals. Um So you start there again offering, right? So yes you want the information and you know your organization best. So start there and then you can put people in the file folders as it were.

[00:38:20.57] spk_0:
And you’re gonna find out what their interests are, not only by their giving, but by asking the questions that you were talking about earlier. You know, what, what moves you about our work? What brought you to us? What do you love? And

[00:38:21.93] spk_1:
how do you like to be communicated with?

[00:38:24.28] spk_0:
Yeah,

[00:38:32.28] spk_1:
we have like a pretty strong email default setting now, I would say. Um, not everybody loves

[00:38:34.26] spk_0:
that. You

[00:38:46.37] spk_1:
know, I’m seeing, I have clients who are having great success with kind of not, not not doing email. That’s always gonna be a part of what you’re doing. But taking the time to like, actually, you know, back to snail mail. Um, you know, really working direct mail. I feel like direct mail is like having to come back.

[00:38:54.25] spk_0:
Yeah. It’s always strong. I think it’s always so

[00:38:57.88] spk_1:
much stronger than people. Whenever I like show the stats on direct mail, they’re like, what?

[00:39:01.91] spk_0:
Especially when you’re writing to people who love you already. Your mail is not their junk mail, they’re giving to you. They’re supporting you. They’re spending either their time or their money with you. They’re gonna open your letters.

[00:39:24.27] spk_1:
Yeah. I spent a lot of time talking about delight with my clients. How can you delight them? And it’s, it’s just, I mean, it’s a delightful conversation to talk about delight a lot of the work, You know that that nonprofits do is it’s heavy, it’s hard. Um

[00:39:36.19] spk_0:
And so delight

[00:39:36.92] spk_1:
can feel a little antithetical uh trivializing the work. And so I’m not trying to, you know, don’t trivialize the work and don’t trivialize what you’re sharing. Um But can you can you create delight in

[00:39:50.65] spk_0:
how

[00:39:51.08] spk_1:
it is delivered in some form or fashion? I think delight is a gift um in this day and age and it activates people’s particular activating system, which is opens, opens them up to whatever comes next. It

[00:40:03.25] spk_0:
also sounds like fun, right? You can be willing to have fun. Don’t be afraid to have fun. Right?

[00:40:08.60] spk_1:
Yes.

[00:40:10.03] spk_0:
Fun. Yeah.

[00:40:11.83] spk_1:
Yeah. I mean listeners can’t see it, but I do have a string

[00:40:14.33] spk_0:
of holiday

[00:40:15.77] spk_1:
lights around my neck.

[00:40:16.75] spk_0:
I was thinking about saying it right this minute to yeah, got christmas lights multicolor.

[00:40:21.22] spk_1:
I mean it’s been an intense year.

[00:40:24.21] spk_0:
It’s a necklace necklace of

[00:40:25.80] spk_1:
christmas.

[00:40:26.68] spk_0:
The old, the old style big bulb type, not the

[00:40:30.09] spk_1:
right. Yeah. There’s nothing, there’s nothing sophisticated about these lights

[00:40:35.05] spk_0:
there.

[00:40:39.10] spk_1:
Dr Seuss lights. And I put it on this morning cause I’m, you know, I’m talking with you and I like have a lot of stuff and I’m like let’s have a lot of fun

[00:40:56.85] spk_0:
please please do? Alright, we still have more time together. E. M. B. Erica Mills Barnhart. What else, what else would you like to talk about marketing doing it differently. Thinking differently that we haven’t talked about yet.

[00:41:23.14] spk_1:
You know, one of the things I, this is not a unique to me type of thing, but I really invite listeners to think about what they can let go of to do less. What I consistently see is organizations doing too many things. Um and often the reason for that is far more like fear of missing out often, often to double down that this comes from board members. So if you’re a board member listening, you may have a fabulous idea for marketing, Thank you very much for that. And

[00:41:32.87] spk_0:
go

[00:42:05.73] spk_1:
back to the klaxon method, what does success look like? Who’s our target audience? So does your idea, which is a, how is that really going to resonate with the target market? This is why working the method is so important. Part of it. It grew out of like I wanted a way for to kind of mitigate positional authority negatively impacting marketing outcomes, right? Because if you’re a staff member it can be tough to say no right, It really can be. And so then you end up with kind of a bloated number of marketing activities that you’re doing. Um so it’s early in the year, like the work I’m gonna be doing with clients and I am hosting monthly free Ask me Anything sessions starting in january 2023 So you’re listening and you’re curious, come to come to an A. M. A. Right? Like what can I take off my plate? I’ve been doing this so long that it’s, and I’m right, I’m objective. So I can be like, don’t do that.

[00:42:25.49] spk_0:
Take that. Where can we learn about the go to

[00:42:35.03] spk_1:
Klaxon dash communication dot com, backslash newsletter sign up because it’s for newsletter subscribers. That’s how you’re going to find out about like get the zoom link and all

[00:42:39.53] spk_0:
that. You say dash. I say hyphen hyphen. Okay. You don’t mind hyphen.

[00:42:43.99] spk_1:
Maybe that’s an east coast west coast thing.

[00:42:50.91] spk_0:
Maybe it is Klaxon dash Klaxon hyphen. You say you would say dot com though, right? You wouldn’t say that period

[00:42:55.32] spk_1:
correct. I just think about that. Yeah. Dot com. Dot org.

[00:43:01.43] spk_0:
It’s your company. Use dash. I just, I don’t know. I learned hyphen maybe in law school. Maybe I learned hyphen in law school. I don’t know.

[00:43:07.86] spk_1:
Oh, 100% seems lawyer lawyerly.

[00:43:11.04] spk_0:
It sounds like it’s

[00:43:11.94] spk_1:
very technically accurate,

[00:43:13.49] spk_0:
right? Like aiding and abetting it’s, you know, you have to duplicate the words in case you didn’t get it with aiding. Like I gotta, I gotta double down with abetting. Yeah.

[00:43:29.28] spk_1:
So that’s one thing I would say and part of it is like I just want to, I give all your listeners and all non profit people? Just a permission slip to do less.

[00:43:30.40] spk_0:
What kinds of things, what kinds of things we do less of?

[00:43:37.36] spk_1:
Don’t be on so many social media channels, knock it off. You don’t need to be on all of them unless you are a very, very large organization, which as we all know listeners. So there aren’t that many nonprofits that are big enough to support

[00:43:46.64] spk_0:
the very big right University of Washington is not listening to us

[00:43:50.29] spk_1:
go dogs. But no, they’re not

[00:44:05.61] spk_0:
Erica is in Seattle Seattle Washington. Um, well we just talked, well, my guests just last week, I talked about what’s going on twitter amy sample ward and you know, for the new year, whether whether you want twitter maybe, you know, her advice was just evaluated objectively.

[00:44:12.81] spk_1:
I literally tony Just had this conversation with my client yesterday. One of them was

[00:44:16.92] spk_0:
a good time to think, take a step back,

[00:44:20.96] spk_1:
take a step back. But,

[00:44:21.75] spk_0:
and, and

[00:44:23.22] spk_1:
you know that, that I don’t, I mean I haven’t listened yet what Amy said, but I do and believe everything Amy says by the way, she’s brilliant.

[00:44:30.47] spk_0:
She’s on, she’s on all the time. You know, Amy sample

[00:44:32.58] spk_1:
ward. Yeah,

[00:44:33.78] spk_0:
she’s a regular. She’s my, our technology and social media contributor on the show.

[00:44:39.47] spk_1:
Yeah, way back when I worked for an organization called End Power. So we put technology into the hands of nonprofits and so we

[00:44:46.10] spk_0:
started

[00:44:55.61] spk_1:
crossing paths then. So we’ve orbited for a long time. Um, it’s a values decision to a certain extent. Right? So just with that twitter piece, she spoke to this?

[00:44:57.62] spk_0:
Here’s the like, yeah,

[00:44:59.42] spk_1:
are, are, are are people there? So who’s your target audience? If so Okay, that’s that’s one piece of equation but also like how does this align with our values as an organization? So that that’s really twitter is really a twofold choice whereas the rest of them

[00:45:11.82] spk_0:
um you

[00:45:13.18] spk_1:
know, linkedin facebook, I would,

[00:45:15.95] spk_0:
what

[00:45:17.75] spk_1:
I generally say is beyond one.

[00:45:21.37] spk_0:
Yeah,

[00:45:22.83] spk_1:
Beyond one. Be fully on one be the organization where if you’re on linkedin and you, you know, you’ve got the algorithm going for you. People are like, Oh my God, it’s you know, it’s so and so again insert the name of your organization like that. It’s your omnipresent.

[00:45:38.34] spk_0:
I

[00:45:41.71] spk_1:
Would rather have the clients be omnipresent on one channel Then sort of, you know, not even blinking onto the radar of the 17 different social media. I mean there’s a hit parade of five basically, but I’d rather have you beyond present on one once you have that nail.

[00:45:53.03] spk_0:
I had

[00:45:53.33] spk_1:
Another, you know, some organizations can do to it’s fine, but even at two. oftentimes I see

[00:46:00.19] spk_0:
diminishing diminishing

[00:46:01.63] spk_1:
returns for clients.

[00:46:02.77] spk_0:
I

[00:46:07.65] spk_1:
mean I run a communication firm right here on Lincoln period full stop.

[00:46:12.03] spk_0:
What what’s well at Erica mills barn, is that not?

[00:46:16.03] spk_1:
Yeah, yeah, that was my choice to sort of be the face of

[00:46:19.37] spk_0:
um

[00:46:20.22] spk_1:
so that’s our

[00:46:21.38] spk_0:
the company. Okay, so the company is strictly on linkedin,

[00:46:24.59] spk_1:
yep. Gotcha.

[00:46:25.67] spk_0:
Okay. Klaxon, yep. Alright permission to do less

[00:46:30.32] spk_1:
permission to do less permission to less because you’re going to do it better and you’re gonna feel like

[00:46:36.56] spk_0:
just you’re going to

[00:47:10.03] spk_1:
feel the energy of it. And I actually, because I do have, you know, people call it street, but actually it’s quantum physics um and metaphysics, which is like, if you’re on, I’m gonna make this up, right? If you’re on five channels right now where you’re doing five or six things, I want you to write each of them on a piece of paper. I want you to go what who, how make a strategic informed choice about which you’re gonna keep and the ones that you’re gonna release, you’re gonna go burn the scrap of paper. It is so gratifying and there’s something energetically about that. I mean, one of the things that I talked about a lot is the energetic of language in general, right? So words, we hear words matter, Words matter because they actually are matter.

[00:47:21.88] spk_0:
Um

[00:47:22.19] spk_1:
So they abide by all of the universal laws of physics and thermodynamics, just like anything else. So, the words themselves have energy.

[00:47:30.61] spk_0:
Every

[00:47:31.39] spk_1:
word has its own energy, the way you deliver it can shift the energy right? Um and so as you’re like, that’s why just releasing and having to change form is really an important part of the process. Plus it’s

[00:47:43.26] spk_0:
fun theme

[00:47:46.41] spk_1:
of the day, it’s fun, but I mean, you know, be safe about your burning and I’m not like suggesting

[00:47:50.73] spk_0:
you may not be

[00:47:52.11] spk_1:
safe and have fun with burning things, but

[00:47:55.30] spk_0:
um,

[00:47:56.13] spk_1:
it really helps because otherwise there’s going to be this niggle that’s like, oh, but we still have that like profile up so maybe we should be doing something or yeah, just release that for yourself. Political,

[00:48:06.52] spk_0:
you deserve it.

[00:48:08.10] spk_1:
But every single person listening deserves to do what they’re doing in a way that feels amazing to them.

[00:48:15.15] spk_0:
Alright, that’s empowering. That’s

[00:48:16.80] spk_1:
empowering.

[00:48:18.90] spk_0:
So words follow the laws of physics and thermodynamics.

[00:48:27.09] spk_1:
Their energy. They’re literally

[00:48:27.78] spk_0:
energy, right?

[00:48:29.10] spk_1:
Because they’re matter

[00:48:43.79] spk_0:
words are matter. Well paper that words could be written on his matter, but aren’t the words ephemeral and why

[00:48:44.04] spk_1:
would they be?

[00:48:55.19] spk_0:
Because they’re vocalized. Yeah. So they don’t they, they vaporize after they’ve been articulated

[00:48:56.50] spk_1:
tony Has anybody said ever said anything to you that hurt your feelings?

[00:49:00.03] spk_0:
Sure.

[00:49:02.43] spk_1:
Did that feeling vaporized as soon as the words left their mouth?

[00:49:10.40] spk_0:
No, Yeah, we’re

[00:49:13.77] spk_1:
trained to think of them as ephemeral and they are not their energy.

[00:49:17.70] spk_0:
Hmm

[00:49:18.83] spk_1:
Yeah, that blows people’s minds most the time. Your listeners are like, oh my God, they’re talking about, what are they talking about now? So let me get concrete about this. I mean, I love talking about it

[00:49:28.88] spk_0:
at

[00:49:29.08] spk_1:
this level, but I want to make this practical for listeners. Um, this, so when I’m creating like identity statements, mission vision values purpose. Um, we look at and there’s a tool were to fire dot

[00:49:40.23] spk_0:
com, you can

[00:49:44.81] spk_1:
go there, you can put in any word you want. Um, and it is a massive database powers is we pulled every single word of 2503 nonprofit websites. This allowed us to generalize to the entire sector at a 95% confidence interval for any of my fellow geeks out there. That’s what, that’s the bar that you want. Right? So you can go there, put in any word you want and it’s going to tell you it’s going to give you a red, orange or

[00:50:05.36] spk_0:
green.

[00:50:06.76] spk_1:
Red means this is, this word is used a lot by nonprofits a lot. So you, you, it’s not gonna, people are gonna notice it.

[00:50:14.84] spk_0:
Impact, impact

[00:50:17.30] spk_1:
is up there. I’ll tell you, I always joke that provide is the lamest verb ever. Verbs are very

[00:50:22.37] spk_0:
important. It’s

[00:50:24.02] spk_1:
The 4th most used

[00:50:24.92] spk_0:
verb by

[00:50:25.98] spk_1:
nonprofit. So what that means is no one’s going to notice that

[00:50:28.60] spk_0:
verb

[00:50:29.61] spk_1:
and verbs represent the change that you’re committed to creating the world world

[00:50:33.83] spk_0:
and so you

[00:50:34.36] spk_1:
want a verb that’s like, oh,

[00:50:35.86] spk_0:
okay, interesting.

[00:51:21.37] spk_1:
Okay. Um, so there’s always a better verb can provide so you can put that in and, and, and the green ones so you can get some, you know, synergy is still green. It’s not saying like definitely use it. It is giving you feedback about the extent to which somebody is probably going to notice the word or not. So, so in language we have function words and content words, function words are like the and but like our brains don’t register those because our brains can’t register everything right? Like our subconscious mind is processing 11 million bits of information per second. And that’s condensed into like 40 ish pieces of information for our conscious mind. So our brains are very efficient because they have to be and so for a messaging perspective, you

[00:51:24.35] spk_0:
Know, your your your light bulb necklaces overloading my my my conscious and subconscious processing like 20 million bits a second because I got I got these lights. It’s a good thing you didn’t put them. I asked her to put them on flashing and she said no, give me a headache. It’s a good thing. You didn’t do that. I’m sorry, go ahead. I’m sorry.

[00:52:02.28] spk_1:
Yeah. So that’s why, you know, when we’re creating and again, this is the most important set of statements that you’re ever gonna write as an organization. So it’s worth the investment to do it well. And you’re looking for like that combination of like, oh yeah, that makes sense. And like, oh that would interest me. I’m not used to seeing that quite in that context. You know, that’s the art. That’s why like after 20 years of working with organizations writing those. I never get tired of that. That’s just

[00:52:12.03] spk_0:
fun. You like to read fiction.

[00:52:14.56] spk_1:
Yeah, I read

[00:52:55.90] spk_0:
fiction fiction much more than non more southern nonfiction use of use of language word word choice. You know, it sometimes it stops me. I don’t read I don’t read that much fiction actually. But when I do you know someone’s word choices. Oh man she wrote she wrote that he threaded them through the narrow pathway, not that he led them or or took them, he threaded them through the narrow pathway that happens to be part of a book that it stays with me. See words words, words follow the laws of physics and thermodynamics. I told you that you thought they were ephemeral her, you know this is Joyce. Uh

[00:52:59.39] spk_1:
it is one of those things that can we just pause on this for a second.

[00:53:01.75] spk_0:
Like every

[00:53:03.01] spk_1:
time when I first talked about that with somebody shared their like wait my range is hurt and then you’re like,

[00:53:08.62] spk_0:
oh that makes a lot of sense. Like

[00:53:10.60] spk_1:
once you see it you see it. Yeah,

[00:53:12.28] spk_0:
well you grounded it well and you know, hurtful, hurtful words and also

[00:53:16.03] spk_1:
start to go there positive

[00:53:17.05] spk_0:
positive words.

[00:53:18.10] spk_1:
Yeah, like sorry,

[00:53:21.84] spk_0:
thoughtful, thoughtful words could get me going for a month. I can think about, oh she she took the show to her board and it led to a discussion which led to an action and you know, I could go on six months on that. So yeah, okay.

[00:53:33.03] spk_1:
Either way words are on a continuum just like all energetic things are on a continuum. But yeah, but they but they do either have a negative or positive charge. So

[00:53:43.26] spk_0:
is that your background? You have a degree in physics sciences? No, my

[00:53:47.72] spk_1:
dad was a professor

[00:53:50.29] spk_0:
of

[00:54:06.08] spk_1:
engineering. I artfully um didn’t do any, I didn’t do chemistry. I didn’t do physics. I like avoided everything in that realm. But later I really started seeing like it’s um

[00:54:07.13] spk_0:
how

[00:54:08.27] spk_1:
relevant is everything in life. So I sort of did more self study, but I do just I do run things past my dad. Like when I landed on that, I think I think words abide by all the so I sent my dad a note and he said, let me think about that for a little bit. He came back and he said, yes,

[00:54:24.36] spk_0:
you’re right.

[00:54:27.76] spk_1:
So I press your test all of these things because I do not have a background in it

[00:54:43.60] spk_0:
on your dad’s responses. Classic engineer. Let me think. Let me think about the problem. I think about the question. You think about the question and the solution and the answer. All right. But you sound like me. Like I took physics for poets in college. No,

[00:54:44.82] spk_1:
my daughter is a senior, so she’s applying to colleges and graduate.

[00:54:50.34] spk_0:
My

[00:54:50.95] spk_1:
daughter is a senior

[00:54:52.51] spk_0:
in

[00:54:53.10] spk_1:
high school. And so the other day, she said, mom didn’t you you like majored in french and political science, didn’t you? As an undergrad?

[00:55:00.38] spk_0:
And I was like, yeah,

[00:55:03.40] spk_1:
she’s like why? It’s like, I don’t know, you know, I’ve done fine, so, but she is very much, you know, she wants to be a neuroscientist and she’s very,

[00:55:11.53] spk_0:
she follows her grandfather sciences strictly rooted in the sciences Alright. Yeah. Where did your dad teach, Where did your dad teach?

[00:55:19.02] spk_1:
University of british Columbia?

[00:55:21.74] spk_0:
You

[00:55:23.22] spk_1:
will notice like a little weirdness to have

[00:55:25.79] spk_0:
A little further north in Seattle, right, you’re from Vancouver, two

[00:55:35.33] spk_1:
Hours north of here, you hit the border about 45 minutes past that you get to Vancouver, that’s why I still say a couple of things weird like my mom and passed and I’ve been places

[00:55:39.43] spk_0:
because that’s where I was born. Your mom being right, why don’t you leave us with some inspiration, Erica Mills,

[00:55:46.04] spk_1:
tony Come

[00:55:48.64] spk_0:
on, take us out with, take us out with good marketing inspiration, you’re loaded with it. What do you come in? Come on, this is a walk in the park for you.

[00:56:46.73] spk_1:
I’m going to double down on some of the things I said, I really, I mean I’m kind of on a bender about do less, be kinder to yourself by doing less, really want that. I want that for every listener, I want it for their teams. I want for their families, I want for everybody. We’ve just gone through so much tough stuff. Um one of the questions that I love playing with that, I always play with with my, especially my my leadership, you know my leaders who I do coaching with is like how can you make it easy, Like oftentimes we make things harder than they need to be, I am notoriously fabulous and making things really complicated. Um and a couple years ago I just started asking like how can I make this easy? What’s the easiest way to do this and easy in the sense of easy? Maybe it’s for you, how do you make it easier for you, for your team, for the organization, right? Like just without losing or negating or minimizing the importance of the work

[00:56:50.13] spk_0:
that that

[00:56:50.77] spk_1:
that you know, listeners are doing, there’s almost always a way to just make it a little easier and let me tell you there’s always a way to make your marketing easier. Always, always, always. I mean it’s why I have, like listeners have heard some of the methods and the frameworks that I use, that’s why I’m such a fan of creating them and mine are all super

[00:57:08.60] spk_0:
simple.

[00:57:10.18] spk_1:
And the reason for that is because I want to make it easier. Like I want to free up that energetic space

[00:57:17.64] spk_0:
for

[00:57:18.03] spk_1:
you to be focusing on the substance of what you’re doing on the way in which you’re changing the world. Um You know, marketing communication isn’t rocket science, it’s actually pretty darn straightforward. Um and so let’s let’s make that as easy as possible.

[00:57:32.35] spk_0:
We also doubled down on have more fun, have

[00:57:35.50] spk_1:
more fun. I mean by the way that’s giving myself a permission slip. Um it’s you know, it’s easy, like if especially I love the work I do. I mean I truly it it lights me up. Ha

[00:57:46.81] spk_0:
um ha

[00:57:48.50] spk_1:
ha because okay I do have light bulbs around my neck. Um

[00:57:54.63] spk_0:
but this

[00:58:04.60] spk_1:
work can it can be heavy and getting, you know, the stakes feel high. I have some really high profile clients um you know, I need to get it right with them and for them. Um and I think that it can be we can forget to have fun,

[00:58:10.11] spk_0:
you

[00:58:10.32] spk_1:
know, we can forget to have fun. So like fun.

[00:58:12.62] spk_0:
Don’t forget

[00:58:13.35] spk_1:
Spaciousness. I always like come up with three words for the year.

[00:58:18.59] spk_0:
That’s

[00:58:19.07] spk_1:
pretty fun if listeners don’t do that. That’s a beautiful way to set the stage for the year ahead for yourself.

[00:58:23.54] spk_0:
You have three words for 2023?

[00:58:25.47] spk_1:
I do.

[00:58:27.14] spk_0:
Well no no we’re gonna wrap it up,

[00:58:31.87] spk_1:
we’re gonna leave people like wondering you can reach out

[00:58:35.17] spk_0:
Right? You have to reach Erica Yes. If you want the three words, what are the three words for 2023

[00:58:39.79] spk_1:
spaciousness, vitality and play,

[00:58:58.65] spk_0:
spaciousness, vitality and play. Alright, spacious while we talk to permission to permission to do less permission to have fun. Play play and vitality Yeah.

[00:59:00.32] spk_1:
tony And I’m gonna ask what yours are, I’m gonna I’m gonna email you in a couple of weeks.

[00:59:31.24] spk_0:
Okay because we’re recording in december. So I don’t have mine yet but we’ll we’ll go we’ll go out with yours spaciousness, vitality and play BMB. Erica Mills Barnhart, communication expert, speaker author coach. You’ll find her at Erica Mills barn and her company at klaxon hyphen or dash communication dot com. Erica Thank you very much. Real pleasure so

[00:59:33.23] spk_1:
much for having me. tony I really appreciate it. It’s been great

[01:00:11.41] spk_0:
next week the 2023 fundraising outlook report from one cause if you missed any part of this week’s show, I beseech you find it at tony-martignetti dot com. Our creative producer is Claire Meyerhoff. The shows, social media is by Susan Chavez. Marc Silverman is our web guy and this music is by scott Stein, Thank you for that. Affirmation Scotty B with me next week for nonprofit radio big nonprofit ideas for the other 95 go out and be great.