Tag Archives: New York Needs You

Nonprofit Radio for August 23, 2013: Cool Crowdfunding & Grow Your In-Kind Giving

Big Nonprofit Ideas for the Other 95%

Listen live or archive:

My Guests:

Dana Ostomel: Cool Crowdfunding

Dana Ostomel-Deposit a Gift-BioHeadshot smallDana Ostomel, founder and CEO of Deposit A Gift, shares her wisdom on how to create a successful crowdsourced campaign, from appearance and copy to who you’re reaching and how.

This segment has a survey. Please take a moment to answer four questions. You’ll find it below. Thank you!

 

 

 

Anita Fee Willis: Grow Your In-Kind Giving

Anita Fee Willis and Tony at Fundraising Day 2013
Anita Fee Willis and Tony at Fundraising Day 2013

Anita Fee Willis is vice president of strategic partnerships at New York Needs You. At Fundraising Day in June, we talked about how to create or grow your in-kind giving program. She steps through the process from assessment to “thank you.”

 

 

 

Please take a moment to answer four questions about crowdfunding. If you could also share it with other nonprofit professionals, I would appreciate it. Thank you!

 

Here is a link to the survey: http://www.surveymonkey.com/s/NRFZKG9


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Hyre cerini hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent on your aptly named host oh, i hope you’re with me last week, why i’d suffer particular all over my body if it came to my attention that you had missed linked in to make hires. Mork albert is a linked in trainer and evangelist he returned to explain how linked in branding and search along with your non-profits profile page can work together to help you find the best people to fill your job openings and linked in page analytics. Maria simple, our prospect research contributor, and the prospect find her you know her introduced the new page analytics that will identify your linked in updates that drive the greatest engagement and give you other valuable data this week. Cool crowd funding dahna ostomel founder and ceo of deposited gift shares our wisdom on how to create a successful crowdsourced campaign from appearance and copy to who you’re reaching and how and grow your in-kind giving, i need a fee. Willis is vice president of strategic partnerships at new york needs you at fund-raising day in june, we talked about how to create or grow your in-kind support, she steps us through the process from assessment to thank you between the guests on tony’s take two, you still haven’t a o l e mail. I’m very pleased to welcome to the studio. Dana ostomel she has a marketing in background and branding background with over a decade of experience with brands like snapple, century twenty one and home depot she’s, founder and chief gifting officer of deposit, a gift, a crowdfunding platform at deposit, a gift dot com dahna ostomel welcome to the show. Thank you so much for having me, it’s a pleasure what’s this let’s, make sure everybody’s on the same definition page. What what is crowdfunding? Sure so crowdfunding is essentially taking your fund-raising online, but not the way that the majority of non-profits air doing it today. Most non-profit websites have a donate button and there’s usually some sort of sterile transactional donation page crowd funding is about how do you love it, your social network? So you create an online donation site that is personal and engaging and has built in social media tools so that it’s compelling to give and it’s compelling to share and people are sharing with their own friends, networks, colleagues, right? That’s correct. Okay, this has become quite popular and say, like, the past three years or so, yeah, i would say, really? Even in the last two years, it’s caught fire. Okay, what do you think is driving that fire? I think what’s driving it is that people have started to realize that this is going to sound a little bit cliche, but the power of the internet really the fact that you can tap into your personal network in a way that you never could before. So i like to think of it like a chain letter, right? So the traditional chain letter came in the mail. Um, you know, there’s only so many printed copies and stamps you could dio um, but now when you’re doing your sort of chain letter online, you khun blasted out to your entire network. You can post it to your facebook page or your linkedin page of you know, however many contacts you have and all of a sudden you’re reaches that much greater your sight don’t have a gift positive, positive gift. Exactly. Thank you. Sorry. Deposited gift. I didn’t start. Out as a charity fund-raising sight. It, in fact, took off in a way that you didn’t anticipate. Yeah, i know it’s been really interesting, so we’ve been live for close to four years, and we actually launched in what was called the cash gift registry space at the time when we went live, crowdfunding wasn’t even a glimmer in anybody’s i wasn’t really happening. What was happening was that people who are getting married or having babies wanted a polite way to ask for cash gifts on and at the time, really, all that existed were called honeymoon registries, where people would register for parts of their honeymoon. So when deposited gift came on the scene, we really sort of disrupted the universe and said, well, you can actually register for any life event for any type of gift and about about a year into being into business, people started using us for fund-raising and were very customer centric business. And so we would we talk to people and find out, and what happened was, is they made the mental leap before we did. If you can register for your honeymoon, why can’t you register for your school’s fundraisers? Sort for people to give directly to the ipads and, you know, the sports equipment or the education fund? Why can’tyou fund-raising tio raise money for your non-profit for a specific event that’s happening or for a friend who’s in need, and so people really like the idea of being able to do directed giving so it’s not just about giving to a fund, but it’s also being able to break down that need. And i think it really empowers donors. I love that it took off in a way that you didn’t expect much like crowdfunding ahs a perfect example of what crowdfunding individual campaigns khun do exact happen to your site? Yeah, i mean, they really sort of just catch fire, and people just started using it in all sorts of innovative ways. And so what happened is that in the last year we were really having a lot of customer conversations. We started working directly with different non-profits even though it was still on a platform that kind of looked more like a gift registry, they really loved that idea of breaking down directed giving, so we had a non-profit use us for their adoptive family, another one for their thanksgiving thanksgiving boxes. Another four hurricane sandy relief on dh while that was happening, we developed actually a new platform that would be dedicated specifically for fundraiser. So now, with deposited gift, you actually come to us, sign up in the system, ask you, what do you hear to do today? Are you here to create a gift registry or you here to raise money for a cause, which is really what we want to talk about today. So if you’re here to raise money for a cause, you go through a specific setup wizard and you come out on the other end with a really beautiful donation site. We like to think of it it’s like, almost like a little micro site so it’s not even just a donation page and that’s kind of a nice contrast between what a lot of non-profits have today where it’s sort of like a sterile, just a one page feels transactional, kind of like a cash register versus a colorful, warm, engaging page with photos where you can tell your story have built in social media tools and built in processing so people can give really easily and move. On but it’s also something that they want to share because they know but if it’s something that’s close to their heart and they pass it on to other people, they received the site it’s going to tell its own story. And now and in this passing on that’s how that’s what i think about funding and that, you know, we’re extending the the charity’s community to our supporters, friends? Yeah, you could think of it kind of like concentric circles, right? So you have that initial network who’s already loyal to a specific organisation those people are probably going to give no matter what, those air sort of like your key influencers that’s what i like to call them, they’re going to be the people who give first and they’re going to be the people that you can really count on to share. And i think, you know, i know we’re going to get into more tips and tricks later, but just on the specific topic it’s really important? Sometimes people think, oh, crowdfunding, it’s using my social network it’s, mass so i can just sit back and send out email blasts and, you know, post on facebook and there is an aspect of personal communication that’s still really important, but the fact is that you have this site that tells your story, um, and you can reach out individually to those people who actually are already part of your your bandwagon, as you might call it asked them, do you know, ten more people that you could share with? And so now it goes to that second layer network, those people get brought into the fold and they feel like it’s something worth giving, they’re going to pass it on, and people don’t have to write, you know, these long, impassioned emails, why you should give because the site tells the story for you it’s more i did. I did this, i think it’s something that may interest you, you know, check it out exactly. And if it’s really compelling if you set the side up well, someone clicks like or clicks tweet on your site. Other people see that you know that’s in everyone’s feed on all someone has to do is click over and read what it is that you’re trying to achieve. Okay, excellent that’s ah, that’s like a great segue way to thinking about set up, we’re going to talk about what you need to think about if you’re if you’re going to embark on this after we’ve chosen deposit, a gift to be are to be our site, what you’re really thinking about for our campaign, let’s get started, absolutely so there’s the two most important factors two successful campaign are your setup, but then marketing, i’d almost say it’s like a forty sixties foot, so in terms of setup it’s really about choosing compelling visuals, at least one right, you have three to five seconds to make a good impression someone lands on your site, you want them to see a picture that pulls them in it’s about telling a concise and powerful pitch, right? So how do you tell the story of what you’re trying to do and who you are and also setting a goal and try and explaining what you’re going to do with the use of funds? And we’re going to have time to go into each of those, and then we just have about a minute before we take our first break and just tease a little bit what goes into the marketing plan and we’ll have deep love playing time? Sure. So, marketing plan. I like people to think of it it’s like they’re roadmap, right? You really you know, sometimes i’ll get customer service emails and they’ll say, ok, we set up our side. It looks so nice. Why isn’t anyone giving me money and there’s this myth that the internet is just going to shower you with money? Um, and what people don’t necessarily realize and it’s, you know, might be hard to hear, especially if marketing is a daunting thing, but we actually have a lot of tools to help people through that, um, is you need to have a plan. You need to have a roadmap. You want to think about who’s your target. How are you going to reach those people? You may want to even segment the target until, like those key influencers, maybe ten to thirty people you talk to first so that you don’t blast out your campaign with a zero balance, right? You wanted to have some money and at first, um what are the other means? To communicate with people that are effective for your organization is online. Good. Do you have? Ah, strong email list. Do people respond well to written communications? That’s fine with deposited gift, you get a unique girl, so it actually translates beautifully to the offline world. So you basically look for the avenues that, you know, your audience is going to respond well to, and just hit it hard. Okay, on dh thinking, do about how often you’re going to be hitting it hard, that’s, right, ok, and the duration and length of your campaigns. We’re gonna have time for all that demons with us for playing time. We’ll go away for a couple seconds. When we come back, we’ll keep talking about cool crowd funding, so keep listening. Talking alternative radio, twenty four hours a day. Do you need a business plan that can guide your company’s growth? Seven and seven will help bring the changes you need. Wear small business consultants and we pay attention to the details. You may miss our coaching and consultant services a guaranteed to lead toe. Right, groat. For your business, call us at nine one seven eight three, three, four, eight six zero foreign, no obligation free consultation. Check out our website of ww dot covenant seven dot com oppcoll are you fed up with talking points, rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over intellect, no more it’s time. Join me, larry shot a neo-sage tuesday nights nine to eleven easter for the isaac tower radio in the ivory tower will discuss what’s important to you society, politics, business and family. It’s provocative talk for the realist and the skeptic who want to know what’s. Really going on? What does it mean? 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See, let’s talk. So let’s talk about i’m sorry. More about the set up. I think one of the first things you mission was appearance. I mean, how are we going to decide what? You know what we should look like. Exactly. So you want to think of your crowdfunding website is like your storefront. Think of it as the difference between, you know, just a cash register and a well merchandise store, right? One actually makes you wanna stop and shop and the other one and also tell your friends about it, right? You should go back, and the other one does not. Um, so you want to find a compelling visual and depending on your cause, you know, it varies. Sometimes. It’s, your logo, your organization sometimes. It’s a picture of the people who you’re impacting sometimes we’ve helped people actually overlay their logo on a nice photo. You also can put video, you can put video on your home page banner, and you can also put it on all of your sub pages because what we offer actually is like a little micro site, which a lot of people like because it almost feels like a little stand alone website. Um, and that way you can have various pages, if you wish, and it should be looking like your own site, right? So the idea is to have it be a nice compliment so sometimes well, you know, we offer a lot of hands on customer service, almost like consulting, but just because we enjoy it, there’s no extra charge on dh, we’ll assess, you know, what is it that would make the best impact for your particular campaign? So is it pictures of your constituency that’s, often very effective because people want to know who they’re helping a logo can be important, so you may want to choose the same logo that’s on your home page so that they match, you know, sometimes when i talk to non-profits they’ll say, well, you know, can you embed in our website or shouldn’t it look exactly the same? Like some? Sometimes they have a concern because they’re sort of used to the idea of just having this transactional page that’s embedded in that oh, what happens if i send people to another site? But there’s actually a lot of benefit, because one thing you want to think about is reducing the amount of clicks you want to make it really, really easy for people to land on your site, get sucked in and give and you know, non-profit websites are our wonderful they have a lot of information on them, and they’re usually not solely for the purpose of donating right there’s reasons why people go to non-profit websites to learn about the organization. Tto learn about the executive board to maybe get involved sometimes they’re going to donate, um but there’s a lot there’s a lot of information it’s usually packed with a lot of copy on dh usually when you click on the donate button, there are a lot of organizations where you have to click a few times, but before you can actually donate. You know, every time someone way used to give and then there’s different methods of giving and you click on that and then maybe have to read something about other way are, you know, a little deeper and then a third clever time that happened, the actual landing, you’re losing it down on people, you’re losing people. So what you want to do is, you know, with deposited gift, you get a custom microsite with a custom you earl, we always say you want them to communicate back to each other, to link back to each other. So if you’re working on a specific campaign like like a gap, like a gala for your, you know, holiday benefit and what’s really nice about a crowd funding site is you can almost create, like i like to call it an online home for your event. So it’s not like you know, those of us in the online fund-raising world are saying, you know, traditional fund-raising like, you know, go away the idea is not work with what has worked well for you, but take it to another level. At the end of the day, your goal is to raise as much money as you possibly can. So why wouldn’t you top into your network online? It’s just a missed opportunity so you create this online site you linked to it from your home page? Maybe make a really nice graphic on your home page that’s advertising it, but also when you’re when you’re doing your marketing and you’re thinking about that marketing plan, so you’re going to be doing email blast campaigns, you might have an annual appeal letter, social media, you know, there could be fliers of flyers work. Well, you’re gonna have that unique. You are all from deposited, gift and that’s what you want to give people and some people go. What do you mean, you don’t? I’m not going to send them to my website. But that’s not your objective. Your objective is to share your campaign and raise money. Okay, let’s, keep talking about the the set up. The things we need to be thinking about. How do we decide what the goal of the campaign should be? Well, you know what that’s going to vary for everyone? I think often what will say is be realistic but slightly aspirational. Right? So you don’t want your number to be so crazy that the thermometer is never going to start rising and showing any progress the same time. You don’t want it to be so low that you’re actually lowballing what the true need is, so it really kind of depends. You know, some organizations are just doing like their yearly benefit, and so they tend to have a goal based on progress from the year before. Maybe they want to best it by x amount of money. Um, other times we have ah, non-profit on our site right now, that’s actually raising money to send their dreamers off to college. They’ve got seventy two high school graduates who they’ve been with since the third grade, and they wanted to send them off with all of the same school supplies and computers and nice things. Does he want to give a show? Yep. That’s, i have a dream foundation in los angeles, los angeles. And so they did a great fundraiser where people could do very directed giving so they could give toward the computer, give toward the backpacks, give towards the sheets and towels or a general donations. So they actually knew how many kids and what were the things they need so they could quantify and there till you’re seeing the impact you’ve talked earlier and well, i think we’ll have more time to spend to spend on this, but people won’t know exactly what kind of outcome they’re gonna get, and this is perfect. You’re goingto provide a backpack. Ah, laptop. Exactly. A lot of people want to give something tangible. They want to feel connected. And, um, you know, we see this, for example, during the disaster relief, right? Everyone always wants to do good and immediately runs to their closet. What can i give to the people who have just had their house destroyed? You know, what kind of food can i give? An often? What ends up happening is that ah, organizations get bombarded by a lot of stuff that is well intentioned but might not be necessarily what they need. And really, what organizations need in order to be able to triage really quickly is they need money. They know what their specific needs are, but they change day by day, hour by hour. And sometimes, when all of those well intention goods arrive, an organization ends up spending a lot of resource is time and money on just storing and sifting through things and so depositing it is a nice, happy medium where people can organisations khun list out okay, we need x amount of diapers. We need clothes, we need canned goods and then people still sort of get that same joy and lift out of giving something specific. But the organization is getting the money. I’m not burdened. What about the duration of the campaign? How? What? What kind of thinking goes into how long this should last? You know, it’s a good question. I was just on the phone with an organization in chicago that’s building ah, kiddie land playground there. Um neighborhood in chicago doesn’t have ah, playground for the kids and i was coaching them on, you know what they should be putting on their site, and i said, you know, i think it would be a good idea to have a deadline. People respond to deadlines now deposited gift does not force you to have a deadline. We’re not one of the all or nothing crowdfunding sites where if you don’t reach your goal by a certain time, you won’t get your money. Um, so we leave it really open and flexible, but i think when you’re thinking through that marketing plan and creating a timeline for how you want to communicate with people, it’s a good idea to pick a line in the sand i mean, the truth is, at the end of the day, you can extend it if you need teo in the case of the kiddie land playground, you know, they decided to pick mid september, so it was about a month. They’re going to go strong starting next week and promoted and see how it goes, and if they need to fudge it, then del, you know, say, hey, you know what we’re doing so well, where fifty percent of our goal, you know, we need a little more time let’s add two weeks and keep going. Other times people have, you know, there’s a luncheon there’s a gala, there is thanksgiving, people need food, that’s your deadline, okay? And then likewise, with the duration also your goal. Khun, i can change. I asked you about gold, but, you know, you might might not want to get too set or too carried away with trying to pick the exact number because you can always change that, too. I can always change it. The only thing that happens is that your thermometer will recalibrate based on what you’ve received. Towards think that’ll be okay. They’re right for the moment. Arika i think it’s completely fine. And also, you know, sometimes if you if you kind of go on the more conservative side and you start to beat your goal, there’s nothing wrong with a thermometer that says we’re at one hundred and fifty percent that’s. Wonderful that’s very motivating. Um, telling the story. You mentioned a couple of ways. No photos, videos of people who are benefiting from your work. Whatever it is, does it? Does it need to be less text intensive? And mohr visual what’s your vice around at least texting a lot. Davis can feel our campaign story. Yeah. You know, i was just on the phone with someone yesterday and, you know, normally, you know, when it’s your campaign it’s your baby, you have so much to say, you know, and it’s really, really difficult to self at it. So i would say, you know what? Put everything on the paper first and then we can always we can always cut back, but to be is concise is you can be so we are so on. So we’re raising money for this. Um, you can even kind of break it down, like on the about page so you could have sort of an intro and then you can use, you know, text formatting, you know, so make a bold underline the headline that says, like, you know, how will the money be used? And then people love bulleted list it’s much easier to read than a big, chunky paragraph, so use of funds data did, um, you know, maybe then you want to say, learn more about organization and maybe you do look a three to five sentence blurb, and then it says, tto learn more, click here, and that goes to your website. Okay, so there are ways to sort of use lynx and formatting to sort of keep things concise onda also, you know, we have we offer thee about paige, but then also on your actual contribute page, you can put a note, so you’ve got sort of two places where people can read about what you’re doing and the other thing. Is that we did the layout of the site so that when people first land on the main page of your fund-raising site there’s, a very prominent contribute now little ribbon where you could just enter an amount and contribute so yeah, something very quick. The idea was if someone doesn’t want to read anything, which is why having a nice visual at the top is important and some thing that you have a title, that you have a visual and you can identify your organization, people get it someone’s already said, oh, you should give to these people they go nice picture, they read the two to three sentence blur that says we’re so on, so great i’m going to give one hundred bucks they entered in. They click contribute now they’re done in two minutes or so. And then for the people who want to read more, they can navigate as they wish. Okay, you you alluded to the sites where it’s all or nothing. Which away some krauz which is the way some crowd finding site so it’s our set up isn’t there? I mean for a non-profits trying away which which type of site should i? Use isn’t their advantage toe having all or nothing is can’t we use that as a motivator to get more people to give? Because we can say, look, if if we don’t make our goal, we don’t get anything, you know, i think that the all or nothing thing makes sense when you’re trying to launch a product, right? If you’re trying to launch a physical product, which is actually really nothing to dio, usually with the non-profit world, you can’t really create your product unless you get the full amount of money that you need. So in that way, i can see there’s some logic to that you could make the argument that, well, you could at least do the prototype you could get halfway through and then, you know, keep going with a non-profit most of the time, i mean, and even if you look at their friendraising efforts today, they’re just happy to raise as much as they can raise there’s not usually a scenario where if they don’t raise a certain amount, something won’t happen. And if there is, like, with annual campaigns usually at least even now, they just keep going until they get there. So i think the idea of not getting any of what you raise really would be a detriment to non-profit, too, could always find a use for those funds. But i think having a deadline and that’s, just something that you khun set within your marketing communications is really important. Okay? And we’re about to talk about the marketing plan. Remind, excuse me, remind you i’m talking to dana ostomel and she’s, founder and chief gifting officer of deposit, a gift which you’ll find at deposited gift dot com let’s. Talk about the marketing plan. Um, who are we trying to reach? How are we going to reach them? How often? How do we decide these things, right? So you want to segment your target market, um, and you need to think about friday of aspect so one is what do you have in terms of an e mail list you want to? And if you’ve never done email marketing before that’s okay, there’s always a good time to start, get as many males together as you can use une male third party email systems such as like a male champ, which actually up to, i think two thousand five hundred emails i don’t work for male tramp, but it’s a good service if up to twenty, five hundred emails it’s free, they don’t even charge you anything. It’s actually two thousand two thousand per day? Yeah, it’s, because i use it. Yeah, for the email blast that it’s amazing so for free and what it does is it keeps track of your list for you and also gives you stats on like who’s opening it, which links there clicking on so it can be very useful. You want to pull together your email list that’s number one number two you want to start kind of segmenting you’re constituency. So think about who are those key influencers? Who can you go to first and actually, yeah, now you mentioned talking to them first. So you have some money raised already? Yeah, you don’t want to know, like i want to go public with xero xero yeah, there’s a nice strategy to, like, not launching your campaign with a zero balance. So you go to people specifically like that? I have a dream foundation in allah what they did, wass they actually went to their e board, so they sort of launched it internally to their their board and said, you know, well, you give when you pass this along, so by the time they had actually, then when it hadn’t launched it publicly to their whole list and they had some money there, i mean, crowdfunding is all about the crowd, right? People follow the herd they want to give when other people are giving so that’s a really important strategy, and, you know, it can run the gamut depending on your organization. You know, when i been talking lately to students, they’re all going back to to school right now, and clubs and sororities and fraternities are looking at fund-raising um, and so they can start with, you know, their parents or alumni and go to them personally and say, hey, this is what we’re doing, you’ve never been able to be involved in our fund-raising before because it’s always been like a table in the quad, and now we’re bringing it online. Um, when it comes to non-profits even if you have, um, not even a very strong email list, but of course you have a paper mailing lists and you’ve got the phone, you know, who’s most onboard, you can call people up and say, hey, here’s what’s going on? Most people are online, even if you haven’t put together the list, even if you don’t have the money exactly. I mean another strategy is that you could do really inexpensive postcard mailing campaign like let’s say you have no email list at all. You could do a postcard mailing campaign with the girl because it is it’s, not a long gibberish. You are relics of customized girl getting people to donate, you know everybody who gives on your deposit gift fund-raising site, you get that donor data and it’s exportable into excel. So it’s also a nice way to start building and actually that’s interesting leads to one of the questions that i pulled listeners on before the show. Which was do you believe that for people who had run a campaign? Do you believe that your campaign was successful? On one comment? Was we? We raised most of the money? That was our goal, but it didn’t feel like a wind from the engagement side of things or the reputation post campaign. We want way want to use this not only to raise money, but teo increase our our our donor base and our engagement levels. Right? Right? Yes. I someone i was talking to out in ah, at the jewish family services in portland, oregon. Yesterday we were, um they used us for their adoptive family last year and thanksgiving. We’re goingto were planning their next events, and they said that they use the term fund-raising and friend raise. So the idea of, like, you know, getting that engagement, getting the community involved, seeing other people, i think that’s one nice thing about crowdfunding site is that you see, who else is giving. I mean, people can also list themselves as anonymous, and even if they do, it’s still shows up in your recent activity feed. So that shows a lot of engagement on dh. Then, as an organization, you get all of that donor data so you can continue the communication. So when you think about your whole marketing plan, your whole communication strategy it’s it should be sort of long term. So you think about okay, how we gonna launch strong? We’re going to go to those key influencers first, and we’re goingto pat our goal little bit and get some money, okay? Next group of people, what are we going to do? We’re going to do samina mail blast a week one i always recommend you do to email blasts, right? You want to go strong every week? There after, you should do at least one e mail, but you don’t want to make it look were to otis, right? You need to just you need to be looking for reasons to be touching base with people so it could be we’re giving you an update. This is the progress we’ve made on our goal. It could be shout outs to people who’ve been really supportive. It could be. Maybe you’ve already started using the funds, right? Kitty bland has broken ground on their playground here. Look at a picture of how it’s going. So far, i mean, you could even add pictures to your site so people can see the progress, um, and the same thing with, like, your facebook posts, your twitter, you know, the tweets that you put out there using pinterest tumbler linked in, and then how about getting toward the end of the goal? So is your starting get towards the end? And, you know, that’s when people kind of start to poop out a little bit, right? You have to keep up that momentum, same thing you’ve got, you know, you may even have to go a little stronger, maybe it’s two emails that final week final push yeah, the final push you might do other things offline, like so you may end up having an event and at your event, maybe you have posters on the wall. If it’s ah sit down event, maybe you make little card to the table people can give on their phone. So you wanna have calls to action at every touchpoint another question that i asked dana for listeners before the show is whether you’ve helped to manage a charity’s crowdfunding campaign, and only one third said yes, two thirds, actually. Said no, so maybe that will change a bit after after listening to you to wrap up. What is it that you love about the work that you’re doing and, uh, and deposited gift is doing well, you know, we really pride ourselves on high touch customer service, so probably the best part of my days when i get to talk to customers, learn more about what they’re doing, help them choose the images, helped them position their campaigns and and actually watch them start growing. We have a couple of campaigns right now just going off the charts. Um, and it’s amazing. You know, it’s funny. I’m getting e mails from the people going. Wow, that’s. Awesome to see how this works. But, man, this is a lot of work. And, you know, i think that’s the part that people don’t realize, but then we offer coaching on. Okay. Well, so what did you do today? Did you send an email? Have you posted an update yet? Um, and just helping people achieve their goals. It’s really amazing. Outstanding. The site is deposited gift of deposited gift dot com. And dana ostomel is founder and chief gifting officer. Thanks. Very much for being a gift. Thanks for having me. I just said, being a gift when you are again, your gift, your gift to the show, thank you for being a gift to the show. Thank you, thanks for being a guest is, well, it’s. Been great being here. Thank you. Take a break for a couple minutes when we come back, some live listener love there’s a lot more, including new jersey and maryland, about to get shout outs and then tony’s take two, and then we have grow your in-kind e-giving keep listening there, huh? You didn’t think that shooting the getting dink dink, dink dink. You’re listening to the talking alternative network waiting to get in. E-giving cubine are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Hi, i’m ostomel role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour. Eleven a m. We’re gonna have fun. Shine the light on all aspects of music and its limitless healing possibilities. We’re gonna invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and our voices. Join austin and sloan live thursdays at eleven a. M on talking alternative dot com. Yeah, you’re listening to the talking alternative network. Durney lively conversation. Top trends. Sound advice, that’s, tony martignetti non-profit radio. And i’m samantha cohen from the american civil liberties union. More live listener love lodi, new jersey and trenton, new jersey welcome, upper marlboro, maryland. I’m headed to delaware shortly, actually tomorrow. Lomita, california and west hampton beach, new york live listener love to you istanbul, turkey live listener loved to you i’m sorry, i don’t know how to say live listener lovin in turkish, but we have ah, listeners also in japan, in kobe, yokohama and tokyo. Konnichi wa tony stake through this week, you still haven’t a o l e mail? Um, i feel a little bad for you on that’s. Why i blogged it this week, i know if you are one of the ol email users, i’ll avoid saying, hold out, you know, i don’t want you trying to make not to make too many value judgments to many value judgments. Ah, but so if you’re still in jol email user, you’re probably thinking what’s the big deal, you know, sometimes my friends make fun of me, my kids might make fun of me what’s the big deal, it’s just e mail it just it just has a certain young look to it, and it just suggests that you’re a little out of touch if you’re still using a o l e mail? Um, and i say a little more about it on my blog’s your your friends are your friends want to tell you, but they don’t they don’t really they don’t want to get to the level of an intervention, but they want you to know that you’re a whale email is bringing you down that’s all, um, you can read a little more on my block at tony martignetti dot com and that is tony take two for friday, the twenty third of august thirty fourth show of the year we have now an interview that i did with anita fi willis talking about growing your in-kind giving this is from fund-raising day this past june and here’s that interview welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand thirteen with the marriott marquis hotel in times square, midtown manhattan with me now is i need a fee. Willis we’re going to talk about in-kind gif ts and anita is vice president of strategic partnerships for new york. Needs you, anita, welcome. Hi. Thank you. Pleasant. Have you your seminar topic is building a robust in-kind gift program. A case? Study of new york needs you. So you’re the perfect. Yes, tohave. What is it? Some you see, some shortcomings typically among charities in in-kind giving programs. Well, i think a lot of charities might not even understand how they could be getting in-kind support. So part of it is really doing a needs assessment and figuring out where the gaps are and then figuring out how they could plug those gaps with connections and their networks for going up beyond you know who they already know. Okay, our audience is small and midsize non-profits so let’s, start with the base line. Make sure everybody knows what in-kind gif ts are let’s. Keep it start basic and build from there. So what? How do you define the in-kind in-kind giving is provided as when a company or individual provide support that is not financial. So for new york means you, which is a mentoring crew development program that helps low income, first generation college students achieve college and career success. Us, it means dahna providing workshop space. But that’s something that we spend a lot of money on is just space for our saturday workshops where our students and their mentors come together. We realized we were spending over one hundred thousand dollars on food at these workshops. So getting a food partner to provide discounted food was a huge win for us. It’s. Those kind of things we realized, you know, having a semi annual clothing drive where are volunteers were donating gently used professional attire to take it up a notch. Getting a corporate donor to, you know, donate stuff off the racks. It’s really? A different level of the program. So how do we do this? And thank you for explaining what new york needs you is about where? Well, where? Well, where would we find it? That new york needs you. Dot org’s, that’s. Crap. Okay, where do we start with our needs assessment? It sounds like you did a lot of introspection. Close close inspection into what? What? The possibilities are short. We actually have a handout that will be on the website we handed out at our panel, which just ended. But that helps organizations as a starting point. And i think it’s important for people from different teams across the organization to be involved in that assessment because, you know, it’s, a fundraiser. You have a different perspective that someone who’s actually doing the work and people doing the work at different levels recognize different things, at least in our program. You know that when i first started people said ozon, the students need, like dental assistants and different things, and when we actually rank them in priority order, you there were the things that are in our budget that we were trying to get help so that we didn’t have to spend so much. And then there was the wish list of additional items. The dream list of, you know, if we had unlimited resource is for example, our students are in college and we want them to go on and he’s successful, you know, graduate schools, so getting a partner to provide free test park classes was a definite wish list, you know? And then when we got that that it comes off the list and then you have other things to focus on, so always kind of updating that list, making sure that you know what you’re asking for. And then in our case, we make sure that those needs air communicated so on my monthly dashboard, i put you know how much ivory is financially, and i put the in-kind support and when my ceo go starboard, you know, he asked these air the ten asked this month, and we’ll incorporate in-kind asa’s well. And when you do get those gifts, whether they’re on the real wish list or the real thing, deeper needs some cause for celebration. Yeah, absolutely. And we have a gong in our office. So we celebrate whenever, just as if it’s a financial donation, you have to thank, acknowledge and continue to cultivate the donor in the same way. And sometimes those in-kind gifts can then lead to financial support. Okay, so once we’ve identified our needs what’s, our next step, i start looking for potential partners who are not yet. Yeah, i think once you identify your needs, you also have to clarify your ass to make sure that you know you also what your assets are. So in addition to knowing what you need, you also have to figure out what you have to offer. Because, you know, from a corporate perspective, everyone is always thinking what’s in it for me. And so you have to think about what do you have? That you could be leveraging. So in our case, we have a great network. We have these wonderful college students that are diverse and could be attracted to hr departments or diversity recruiters. And we also have ways that we recognize our partner. So, you know, just things like awards. Those are things that companies like and so putting together, you know, our partnership strategy, we really had a menu of options. And so for our purposes, you know, it looks like three or four buckets for new york needs you, there’s financial in-kind volunteers and internships. And then in exchange for that we have things like awards, the connection to our networks, the listing on our website, all of those kinds of things that we can offer. So we do have to think of this is a two way street it’s not unlike going teo corporate. A potential sponsor. It’s. It sounds very similar to seeking a corporate sponsorship. Maybe for an event or something like that. Exactly. Okay, so taking inventory of what you have to offer and then how do we start to make our make our approach? Well, i would say once you figure out you know what you have to offer and what you need. Then you start making a list of who you think could fill those needs and so you can start with your network of, you know, who do you know who might know someone and build from there? I think that’s, you know, everything starts from a smaller place. Usually it starts with the people that i’ve already stepped up to be in leadership. So in new york needs you, we have a number of volunteer boards, we’ve been advisory board, governing board, a young leadership board and a mentor leadership council. So those people have all, you know, volunteered themselves in a big way. And so those are the natural people we start with. What about vendors to the organization? You look to them to the vendor list? Yeah, and actually, we’re having this barbecue coming up in june e teeth with witchcraft. And so for that event, you know, that started by them providing discounted food for workshops. And then the ceo wanted tohave an event for us. So he’s donating all the food and it’s a great special event, and we actually had a vendor approach us someone who did the flowers for our benefit dinner last year? And she said, i’d love to work with you. We explain we don’t have a budget for flowers, this event, but she said, you know, this is a market where i want to do weddings. I know you have young professionals, so i’m happy to donate and so, you know, we didn’t even approach our vendor in that case. They came to us and you didn’t. You didn’t realize that the young professionals are a potential source of weddings in the future and so that’s yet another thing that new york needs you has to offer. Great. Okay. Okay. Okay. So we’ve identified. So certainly the board. Board’s key volunteers, vendor’s other places that we can look for potential support or if not directly, other networks that we can tap into for potential support. I mean, for us, we really tried it. I think a big part of it is communicating. So, you know, people have their elevator pitch. Like everybody that works at the organization. Should know what you want, what you need. Everyone should know what the organization does. But then when those opportunities arise, so every meeting i go into, you know, i think the great part about in-kind giving is it makes it much easier to get to it. Yes. So if a company says, i can’t give you money, is there anything else? You know, i have a conference room, and i can say, yeah, actually, you know, we want a team retreat we would love it comes from, or we have this small group of e s l students that want to meet on a saturday that would be perfect. So i think that you know, the more that you know what you’re looking for, then the more you khun tap into those opportunities, you could be targeted. If you know this exact company would fit this need, then you can start narrowing in on the company. And who would you need to talk, tio? And then ask your network again. Who knows somebody who might know this person? You’re listening to the talking alternative network. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Buy-in have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s, monte, m o nt y monty taylor. Dot com. Talking alternative radio twenty four hours a day. Do you do regular training, or or how do you disseminate needs to other people who don’t have this as a primary responsibility, but might come across someone who can help? How do you get that word out? Shoretz so internally as a half, i communicate that our staff meetings, what we’re looking for and then externally, you know, hasn’t mentioned we do monthly dashboards, and so we report that to our board so that they’re aware of it. But we also have conversations with all of our volunteers about their companies and, you know, what are they interested in? Just trying to tap into the different ways that we can partner use? Some companies provide volunteermatch ing and some, you know, way recognize some have space don’t so it’s great to have the insider who knows that culture and that company better to know what their interests are as well. Okay, let’s, continue the process. Who should be in the well? How do we try? How do we get a meeting? We’re leveraging the relationship that that initiated that. The interest? Yeah. So ideally, if it’s a volunteer that works there, we would have the volunteer in the meeting. With us, and that just makes everything go smoother because they usually know the person. So, you know, we don’t have to prove ourselves so much because someone else’s, you know, already champions inside, and they speak that internal language so they could say, i know we’re working on this campaign, and i think this would be really helpful for meeting that goal, which we don’t know us outsiders do you find volunteers generally willing to go in those meetings with you? Yeah, we’ve been really fortunate tohave volunteers, we’re really engaged in the program, and so they’re the best ambassadors for us. And so i think the on ly reluctance is sometimes, if people, you know, they want to make sure that they’re fully equipped with the information that we provide them with, you know, our deck of information, so they are fully equipped. We also let them know that we’re gonna be there to answer all the technical questions, you know, if people want to know about our budget in different things, okay, um, next step, what were in the meeting, i’m going to guess a lot of listening about what the company’s interests are. Yeah, we would. Have done her research before the meeting, so we should know what they’re interested in already and who they’re funding what they’re doing. And then in the meeting, as i mentioned, we kind of have a menu of options. So we talked about partnering and you give some possibilities, and we really want to listen to hear what resonates with them and what’s what’s the next step. So then you do and ask, and then if it’s yes, then you go from there. If it’s no, either way you’re following up, the next step is always following up and continuing the communication. So if it’s yes, you’re hashing out the details of what that looks like in the logistics and if it’s no, you’re still trying to figure out if there are other ways to get to yes. So if it’s no on this kind of in-kind we don’t have a space that’s big enough for your workshop. Well, do you have, you know, some whatever it may be, depending on the company if it’s, for example, this clothing company do you have some volunteered groups that might be willing to work with us to organize a clothing drive that kind of thing, okay? Or maybe that smaller spaces appropriate for something else that you haven’t. Okay, i always like to say six knows and you’re half way to it. Yes, as long as you find out what the objections are you, khun khun sounds like you’re very creative work around them. Yeah, and if if there’s no way of partnering and still doesn’t mean that you shouldn’t, you know, maintain a relationship because you never know where that person might move. And if you have a good relationship, they might go to the company where you really wanted to have a relationship again with yes. Excellent. Okay. Are we in the execution stage now? Yes. Okay. How do we make sure that the partnership works for both of us as it’s being carried out? Shoretz so, i mean, when we’ve talked about it, vardi giving you all the different things that we can offer at these different levels, you’ve communicated to me what you’re interested in, and then we go from there. So if you’ve indicated that, you know, you want to help with volunteer recruiting as one of the things of our partnership, then we talk about that. If it’s, for example, the space ifyou’re gonna host a workshop, then we talk about who should be my point person on that. Do you want to be copied on all these emails? Do you want me to talk to your logistics people so it’s just being very clear because you don’t want to bombard people with emails and things that they might have interested in, but some people really like to be kept in the loop, even if they’re not the point person. So it’s really making sure you have clear communication about in the execution, okay? And after after execution, the event is over. How do we express our gratitude yet again? So you think i mean, depending on what you have as a non-profit what kind of media channels you have? You know, we have a monthly newsletter, we have a website and facebook and twitter, and so we try to think our sponsors and partners on there, but we also just, you know, as an individual that hand written thank you note the email follow-up just, you know, making sure that people really understand thatyou appreciate this whether it’s money or in-kind support that you really do value it and that i think, you know, sometimes seeing people as fundraisers, you think they’re just want something from you, but when people actually appreciate you and value you and, you know, want a relationship with you, i think that’s what people really want, i do plan e-giving fund-raising and i write a lot of hand written notes because they’re so uncommon and and so simple, and you don’t have to fill in eight and a half by eleven sheet, but something really genuine, sincere, heartfelt, you know, it can be said in a couple of sentences and it’s so much more appreciated, i think that and the eight and a half by eleven letterhead, you know, word produced document, so i agree with your hand written note idea, how do we continue the relationship? I think it’s really helpful for anyone and fund-raising to be very organized and to be tracking everything to do so that, you know, okay, we’ve had this event, i thank them, and then hopefully we’re talking about next year’s event or an expert shop you’re gonna host so it’s not ended the conversation, it’s just, you know, moving on to the next step of when will we partner again and making sure that you have some regular touchpoint if you don’t have an event again together until a year later, making sure that there’s some points you’re going to check in tow to see how they’re doing. If there’s anything, they need making sure that you send them, you know, your end card, that you’ve appreciated them, making sure that there’s some kind of communication along the way, no different than individual fundez, exactly. We’re treating people like people, yes, what have i not asked yet? We haven’t still a couple minutes left. What would you like to remind people of that we haven’t talked about? Maybe. What are the challenges around trying to get in-kind giving? Okay, i guess the challenges probably, or just that people don’t necessarily i understand what it is and so talking to volunteers about it, you have to just give examples and make sure that they can see that just because it’s, not a budget, doesn’t mean it’s not possible sometimes that’s better because you have more freedom around this kind of thing. So, you know, we recently had a meeting or something so they couldn’t give us money, and we said, well, what about on a saturday? Are you using your workspace like, you know, would that be possible and then mean, the conversation developed from there, but it’s, like you can’t expect people to think of these things, you really have to be targeted with your list of wishes and as with anything, you know, that more prepared you are, the better, more likely you are to succeed. What about the organization that just feels they don’t have anything to offer back? I think that then you’re probably having a hard time raising money if you don’t feel good about your programs and you don’t feel that this is something people should want to be a part of then i think that’s an important thing you need to work on because, you know, people want to be part of a winning program, so you need to feel good about it and be ableto really identify what your strengths are and how can you market yourselves is unique. Okay, let’s, leave listeners with one tip toe get started. Get started in their in-kind let’s have no in-kind giving program let’s just remind where how do i start? Sure. So you can use the worksheet on the website from today’s conference new york needs you dot org’s and this fund-raising day it’s one of the handouts. I believe it’ll be on the website as well. Ok, and so basically just start by looking at your budget and figuring out what do you want to be spending less on that someone else could be helping you cover and then make a wish list of things that aren’t even on your budget. Ok, so you have those two lists. The needs and the rial. Aspirational wishes. That’s cool. Thank you very much. Thank you. My pleasure. Need a fee. Willis is the vice president, i was i was going to say director it’s a good thing i didn’t do it off the top of my head. Vice president of strategic partnerships for new york needs you one. Thank you very much for sharing your expertise. Thank you. Tony martignetti non-profit radio coverage of fund-raising day two thousand thirteen thank you very much for being with us. Got more live listener love madrid, spain and lima, peru welcome live listener love out to you next week i’m going to be on bethany beach in delaware, but we have a very good show for you prerecorded couple weeks ago trim tab marketing james eaton is president and creative director of the tronvig group he’s gonna explain how something small and seemingly insignificant, like the trim tab that helps she steer huge ships could make a big difference in your marketing. Also more social. Now what amy sample ward, our social media contributor, has thoughts about how to manage the internal changes when you make social media apart of your office culture. The overhead myth show is booked for september sixth. Three ceos who signed that overhead myth letter from better business bureau guide star in charity now arika charity navigator are coming on the show september sixth, and i’d love to have your questions for them twitter, facebook, blog’s some of your questions. Our creative producer is claire meyerhoff. Sam liebowitz is the line producer. The show’s social media is by deborah askanase of community organizer two point oh, and the remote producer of tony martignetti non-profit radio is john federico of the new rules. I hope you’ll be with you next week. Friday one to two eastern at talking alternative dot com. You didn’t think to bring a good ending. You’re listening to the talking alternate network. E-giving e-giving good. Are you a female entrepreneur ready to break through? Join us at sixty body sassy sol, where women are empowered to ask one received what they truly want in love, life and business. Tune in thursday said. Known eastern time to learn timpson. Juicy secrets from inspiring women and men who, there to define their success, get inspired, stay motivated and defying your version of giant success with sexy body sake. Soul. Every thursday ad, men in new york times on talking alternative that calms. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you, too? He’ll call us now at to one to seven to one eight, one eight, three that’s two one two, seven to one eight, one eight, three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. This is tony martignetti aptly named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication. And the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership? Customer service sales or maybe better writing are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stopped by one of our public classes or get your human resource is in touch with us. The website is improving communications, dot com that’s improving communications, dot com improve your professional environment. Be more effective, be happier. And make more money. Improving communications. That’s. The answer. Told you. Hyre

Nonprofit Radio for July 20, 2012: Trim Tab Marketing & No More Crappy Corporate Partnerships

Big Nonprofit Ideas for the Other 95%

Sponsored by LAPA: Campaigns. Grants. Planning.

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Tony’s Guests:

James Heaton
James Heaton: Trim Tab Marketing

James Heaton is president and creative director of Tronvig Group. The metaphor of “trim tab” as one person who can move an entire society has professional and personal meaning for him. He explains how something small and seemingly insignificant can make a big difference in your marketing. And how to figure out what that small thing is.
 

Erica Hamilton & Venessa Mendenhall
Erica Hamilton & Venessa Mendenhall: No More Crappy Corporate Partnerships

Erica Hamilton, chief program officer for iMentor and Venessa Mendenhall, vice president of the fellows program at New York Needs You, want you to take a holistic approach to your corporate relationships. Your charity adds real value for companies and they have a lot more to offer than money.

 
 


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Hyre hello and welcome to the show. It’s tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. I can’t express to you how much i wish. I hope i should say that you were with me last week. It was the one hundredth show last week. And i do hope you were here with me. Of course, that was all social media. Amy sample ward from the non-profit technology network was with me as well as all our three regular contributors. It was all social media. We had contests, we had prizes, and it was a terrific, great fun show. Thanks so much for listening. And if you didn’t catch it well, you know itunes this week. Trim tab marketing. James eaton is president and creative director of tronvig group. The metaphor of trim tab. As one person who can move an entire society has professional and personal meaning for him, he explains how something small and seemingly insignificant could make a big difference in your marketing and how to figure out what that small thing is. Also, no more crappy corporate relationships. Erica hamilton, chief program officer for i mentor. And vanessa mendenhall, vice president of the fellows program at new york, needs you want to take want you to take a holistic approach to your corporate relationships. Your charity adds real value for companies, and they have a lot more to offer you than just money on tony’s, take two between the shows between the segments. I’ll recap last week a little bit and there’s some stand up comedy video, also on my block, and that’s tony’s, take two this week. Right now, we take a break, and when we return, i’ll be with james eaton, and we’ll talk about trim tab marketing, stay with just you didn’t think that tooting getting, thinking things. You’re listening to the talking, alternate network, getting anything. E-giving cubine hi, i’m carol ward from the body mind wellness program. Listen to my show for ideas and information to help you live a healthier life in body, mind and spirit, you’ll hear from terrific guests who are experts in the areas of health, wellness and creativity. So join me every thursday at eleven a, m eastern standard time on talking alternative dot com professionals serving community. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping hunters. People be better business people. Dahna you’re listening to the talking alternative network. Welcome back to big non-profit ideas for the other ninety five percent. As always, you can join the conversation with us on twitter using the hashtag non-profit radio. Also, this show is sponsored by lap fund-raising and i’m very grateful for their support of the show with me now in the studio is james eaton, he’s president and creative director of tronvig group. He grew up in florida and left the u s at nineteen for an eight year odyssey in asia, where he had a near death experience in the north of tibet, became a terra baden buddhist monk in thailand and studied calligraphy in japan. He’s, fluent in japanese and proficient in chinese tronvig group, has worked for clients in a wide variety of business and non-profit categories including museums, community organizations, funds and think tanks. His philosophy is based on the power and efficiency of truth and importance of doing good in the world. James speaks on marketing and branding, and he blog’s at tronvig group dot com. I’m very pleased that his work and his very interesting background bring him to the studio. James welcome. Thank you. Pleasure to have you on the show. What is? Your definition of marketing. Marketing is tactical activity that you engage in on top of your brand messaging so that’s, very dense technical activity, your brand messaging, what does? What does it mean in your heart? So for example, marketing activity will get you a toe by particular toyota s o you’ll see an ad, you’ll say, wow, that’s a great price. I’m going to go buy that toyota, and but that needs to be built on a brand and it’s the brand that allows you to ally yourself within that that product and believe in it so that you will subsequently say, never buy another car other than a toyota for the rest of your life. So the marketing is tactical in the branding is strategic ah, the marketing ask youto to engage in a particular activity make this donation volunteermatch volunteers have to be all about money that’s right here beyond our board and that supported by your mission, your your brand or the the the notion in people’s mind of of why you exist and why you matter so ah there so marketing is essential as the communication tool too. Get out a request for specific activity and you want to do this all in your own voice, right? This is why marketing you matters that’s, right? You want to do it such that you are creating a sense of alignments with your with your organizational with your organizational brand, you want them to do what you want them to do. But then, at the end of the day, you also want them to believe it and believe in you and believe that they have done something good. And before they can believe in you, they have to know about you and there’s, where the right communications eso marketing is communications there’s an interesting statistic that just came out from nancy shorts, men’s blood getting attention, which says that eighty four percent of non-profits characterized their own messages as difficult to remember. Oh, my eighty four percent of non-profit difficult to remember difficulty. Remember how this is a communications, but they know it well, yeah, then and there’s nowhere this issue they know. So what we gonna do to cut through this so first? One thing that’s important is teo not be afraid of marketing when people think of marketing the i don’t get a little bit of cold feet like this is something that’s going to be costly it’s going to be in order for it to be effective it’s going to have to be big, and for some people it’s just a pejorative term. And for some people it’s a sort of term it’s ugly thing, it’s a it’s, a it’s, a it’s, a right it’s a for-profit or ah it’s a commercial activity that non-profit shouldn’t be engaged in, but actually because it is about communication if you i have an organization whose mission is good. Whose doing something good in the world, it’s almost a crime not to communicate that if you don’t communicate that thousands of people who are actually in alignment with what you do, who care deeply about what you do don’t know about it, right, you don’t want to hide and right, so marketing is your is a means two to get that out in your own voice, to those who are already predisposed to want what you do to to want to support what you do ah, so it’s not it’s, not about back-up a chain, you know, trying to create a marketing message like a ginsu knife, kind of like push, of course, it’s really about just explaining in ways i think old thirty second infomercials at four in the morning or too expensive. Anyway, it can’t be engaging in that. So put those aside no it’s about communicating the true value of of your offerings so that people can understand it with with, with clarity and and and an understanding of what there they need need or want to hear. So it’s this overlap this intersection between what you are and what you do and what they’re ready to listen to and to find that place and we’ll talk about we can talk about that a little more in in a minute, but don’t take over the show, we’ll get we’ll we’ll follow my agenda. Okay, okay, but we’ll get to that point. But you have some very good ideas. First about howto identify who these people are, who might be predisposed, and we have just about a minute before the break, and then we have lots of time after the break, so we just sort of tease the the your idea around finding the right people for your message. You, i have lots of information already, probably about your constituency, who gives you money? Who comes to your events, who visits your institution? Ah, that data. I cannot just sit idly at the, you know, in the corner somewhere. One of the things that an organization can do that can be tremendously effective in this is something that anyone can do, and it doesn’t require any money at all, and that is to take all that data and build it up into what we call personas teo to make of that information, eh dahna a really person, something un imaginary person that you can talk to that will that you can use toe bounce off your marketing ideas in your location idea. Okay, we’re going to talk about these personas after the break. Hope you stay with me. Trim tab marketing with james eaton, talking alternative radio, twenty four hours a day. Hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life will answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you fed up with talking points, rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over in tow, no more it’s time for action. Join me, larry shop a neo-sage tuesday nights nine to eleven easter for the ivory tower radio in the ivory tower will discuss what’s important to you society, politics, business and family. It’s provocative talk for the realist and the skeptic who want to know what’s really going on? What does it mean? What can be done about it? So gain special access to the ivory tower listen to me, larry. Sure you’re neo-sage tuesday nights nine to eleven new york time go to ivory tower radio dot com for details. That’s ivory tower radio dot com every tower is a great place to visit for both entertainment and education listening tuesday nights nine to eleven it will make you smarter money time, happiness, success, where’s your breakthrough? Join me, nora simpson, as i bring you real world tools for combining financial smarts with spiritual purpose. As a consultant to ceos, i’ve helped produce clear, measurable financial results while expanding integrity, passion and joy share my journey as we apply the science of achievement and the art of fulfillment to create breakthroughs for people across the world. The people of creation nation listened to norah simpson’s creation nation fridays at twelve noon eastern on talking alternative dot com. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com hi, i’m kate piela, executive director of dance new amsterdam and you’re listening to tony martignetti non-profit radio big non-profit ideas for the other ninety five present. So let’s, look a little more into these these personas that maybe could be a donor or could be a potential boardmember or maybe some other kind of volunteer. Or how do we identify these people? You want to think about who engages with your organization and essentially list them out first by type? You know we have donorsearch thes general characteristics age, you know, sixty five who’s retired who’s, you know, has time now too volunteer at the organization and so forth. So you you’ll know these people are but what you need to do is too create hey ah, an amalgam of a couple different people, but then make that into a persona that is very specific. So it has a name birthday on address. Particular children, particular pet peeves. Interests dahna such that you can actually write a journal entry and there in their head a ziff you were them. And of course, you could have multiple personas for each category. You wanna have a view percent might be a teenager. That’s, right? I also be your retiree that’s, right? You want to create a number of them? I think the maximum number is about nine, but you want to have these very specific persons and you can, you know, grab a picture off the internet, give them a face, make them as real as possible, and you can actually bring them to meeting. What else do we know about them? What? Where they shop exactly where they shop? What? That, what websites they visit? You know what they do in their free time, what their secret fears are, what would be the what would be the worst thing that could possibly imagine happening to them in their entire life? Life you so that you create something that’s sort of a sort of psychologically formed imaginary person, and you give it a name and a face, and you use that to look at what you’re doing. Look at oh, we’re going to send this appeal letter out. Well, what would george think of that? And you be george, read the letter and say, well, this is this part of the letter is silly, i don’t i don’t care about that. So it gives you this consumer. Ah, perspective on what it is that you’re trying to say, and it can make it substantially better and it takes some work, but it doesn’t really cost you anything to put this put these personas together and it doesn’t cost you anything to bring them to a meeting and some people, like physically, like, have a little alright stand on then or do these people talk in the meeting? What are we doing with them? You could so yes, they will criticize and review what you’re planning on doing that the actual program that you’re going to going to put out there, and that gives you this view that internally you don’t have, um and it’s like focus group almost but you but you’ve got this sort of imaginary person in the room and this can be extremely beneficial. If particularly you, then sort of look at your organization, you create a kind of like a venn diagram. What do we do? What we do this and we do this and we do this and he’s like the three areas of our of our activity. Where do these personas overlay on that you could like? You have little chest piece is almost like where did they sit on this thing? And where is our sweet spot? That is, that is going to capture the broadest group of our constituents. And how do we need to talk to them? Who are they? And what language did they understand and will make sense to them? You can then tail your broad brand message. Your your your overall institutional organizational messaging to speak to them it’s a hundred times more of what you’re already already writing in their voice. I mean, you said you can even write their journalist that’s, right? Right? To write to them right to a specific person and not to this sort of amorphous, fuzzy general audience. And it will make whatever you’re doing one hundred times better. Okay, who do you who should be involved in creating these personas? Well, that’s an interesting thing and and it’s. Okay, say that’s a good question. It is a great. Even though i admonished you before you can say that’s a good question, that’s allowed. Can i tell a little story about this? Sure welcome. Who should? Who should be involved in understanding the consumer’s perspective in relation to an organization? The best answer is everyone that may be impractical, but arnel lehman, the director of the of the brooklyn museum who i think has a kind of a visionary andan adherent to trim, to have marketing, whether he recognises it or not initiated a few months back. A new program on this institution wide program where he requires every single person in the institution, whether the c f o the chief curator or a research associate to sign up on a sheet or not maintenance maintenance on a rolling basis. Uh, spend an hour on the floor of the museum interacting with the general public. Yeah, and just a knauer or an hour week or just a now on a rotating basis. So i don’t know how many employees they have. Quite a few so proudly takes a while to get through that cycle, and i think he instituted this, you know, basically with a switch oven avenida act in this case, and i think there was quite a bit of resistance internally to this. But what this does is it gives everyone that kind of on the ground retail insight about the experience of the exhibitions at that museum. Uh, the insights gained there will have, eh, a long term sort of cascading impact on improving everything that they do because they’ll be aware of the ultimate final on the ground, sort of experienced how people are using that museum because they’re interacting with absolutely answering their cars they get so they’re watching. Maybe even yes. And i went to an unrelated meeting there recently. And when i came out of the meeting, i went into the great hall and there was a fantastic exhibition there, and i had to tell somebody about it. So i walked overto this man who looked official, and i started saying, this is an absolutely fantastic exhibition and, well, what was it? What was it was thie connecting cultures in there in the great hall? Okay? And we started up what turned into a forty five minute conversation about the exhibition and the institution and how it relates to the public. And it turns out that he was serving his his one hour intends to come the quarters of his three quarters of his one hour, i think, to both of our both of our ar benefits and that it was actually edward bleiberg who’s thie, curator of egyptian classical in ancient greece. Turner so but what he learned from you in that forty five minutes. Do you think it was very interesting because he had contributed to that exhibition and he was resistant to the notion of that exhibition? And i spent, like, fifteen minutes extolling how sort of basically saying why? I thought the exhibition was great. And in fact i brought my kids to the exhibition that the following saturday and they thought it was great. So he was getting retail in sight. He was getting what? Ah, i as the actual, like coming to it, knowing nothing about the background or the struggles that led to that exhibition, but the the actual user interface he was getting a firsthand account of how his work and the work of all the other characters who worked on that played out on the and this is the this’s, the tactical experiential level which makes all the difference for the success or failure of a particular exhibition, and ultimately of the institution and all that. And in order for that to happen all aren’t a lehman had to do is just have this idea. Yes didn’t cost him a thing. And this would obviously contribute to the creation of the personas. Yes. Okay. James eaton is president and creative director of tronvig group, which you’ll find at tronvig t r o n v g group. Dot com. What is tronvig yeah, that’s. My great uncles name. Carl tronvig emigrated to the united states in the nineteenth century and went in north dakota. Okay, south hoexter in memory, and we’re gonna talk a little about another family member of yours shortly. Let’s, talk about the trim tab. What? What is it? What’s. A trim tab. And why is this trim tab? Marketing trim town is a little device. The edge of a rudder that helps it turn. But the importance of the trim tab is a metaphor is let’s. Say you’re a child and you’re in a bathtub. And you have a little replica. A miniature replica of the queen elizabeth to this huge ocean liner and it’s floating in the bathtub. And you want to turn it well, the natural reaction would have to be in the tub with my brother. Do i? I hated bathing in my brother. You want to turn the ships and i’m there alone, we think my little boat. So you touched the bow right? To turn the ship. You wanted to go left. So you you touch the touch the bow and that turns the ship. But if you had an actual queen elizabeth to ocean liner and you wanted to turn it by touching the bow, the force required to move the ship by touching the bow is astronomical. So how does this ship actually turn the rudder? Right? The rudder is in. Fact, the size of a house so i can’t turn it with my own strength. So in fact, on the end of the writer there’s, a little tiny rudder, i called a trim tab if it turns in the opposite directions writer creates a vacuum and allows the rider to swing easily the direction that you wanted to go. Okay, so now if i take that model and i live out of the water and i tried to figure out what makes this ship turn it’s going to be very difficult for me to understand that it’s, that little tiny trim tab on the tip of the rudder on the rather writer on the redder, they’re actually allows me to easily turn this ship. So this notion of the obvious small changes that can turn the whole organization is what we’re talking about. This is the notion of a trim tab this’s finding those things that that actually can steer the whole system in the direction you want but are not big. They’re not costly, they’re not. We have this idea that big solutions are big problems have to be solved with big answers. That and marketing is one of these big answers it’s like, oh, well, we need to have more money. Well, let’s, let’s mount a big marketing dr and that this big marketing drive is going to give us big results. That notion is flawed and that’s good news for small and midsize charity is very good news in the fact of the matter is that if you think about the system and you think deeply enough about changes that can be made at the user experience level, there are some very minor that’s what i say when i say tactical, they’re very minor changes that can be made that can have the same effect as these big marketing programs were. We recently did a thing for the bronx museum where we were asked to get more people to come into the museum. Ah wei have a certain amount of money, and they wanted to do a traditional marketing program, you know, bust signs, bus shelters, subway posters and so forth, which we did, but we set aside a little bit of that money to do something else that they didn’t really ask us to do. And that was to change the sign ege on the door. And the windows of this at the street level of the museum. Okay, that thousand dollars from the however many thousand dollars, but what we had was the best money we’ve got because that’s, what actually brought people? How do you know that? How do you know that the door signing and the windows made the difference? Because when we were, i hope you’ve a few a few things one when we were talking to people as they were walking on the right on the grand concourse, they’ve been there for forty years. Ah, and we were asking people on the street will what’s this, and they were saying, i don’t know they’re working buy-in causevox busy. Is that? Is that a courthouse? I don’t know. And if you looked at it, then considering okay, why don’t they know? Well, let’s, look at it. Oh, okay. There’s, the sign the sign is is way up there over the top of the door and there’s a flag way up there. But people tend not to really look up when they’re walking down the street guy. So and it’s a beautiful building. But there was nothing on the front door that you could see that the windows there wasn’t really anything that was big and obvious telling you what this was and and they were announcing in this case that they were free. So we put big orange signs in all of these places that you would see on the street and lo and behold, people walk. How come how can charities find the trim tab? The the example that i give you that i give you a minute ago about understanding who you’re talking to and how they see you is a is a is a kind of trim to have activity personas as a function of your spending the time because i think any trim tab action requires a kind of research it requires thought you’ve got to find that thing it’s not going to be obvious it’s not going to be the the i mean, the thing that’s right there in front of you, it won’t be the big an obvious thing, so you have to look at your system uh, how does it operate? What mental models are you operating with? Like what is what is this? And this is also how personas are interesting because they get you out of your mental models your marketing department might have its own vision of, like what? What the organization is or what have you and you we work psychologically with this kind of shorthand? We don’t necessarily think through every step along the way that gets us to a particular decision. We we use shortcuts and mental models are a shortcut, and we have them for our for our organizations and and the way we operate and also who we think we’re talking to. Bye. That’s what the specificity of these personas? Why it’s so important? Because you’re getting at something that breaks through these short hand models that we have of, well, we have this, you know, the retired over sixty five crowded and is too superficial, yeah, it’s the need to get into the detail we need to get in. We didn’t think we need to talk to the time you know, the curmudgeon, right, who comes every saturday and, you know, and complaints to the guard, you’ve got to get into his head and start talking to him, and then he will break down your you’re in perfectly formed mental models and help you create useful. Ones we have just a minute before we have to go this trim tab metaphor has a personal resonance with you, explain. Tell listeners why that is. Yes, well, the notion is not applied to marketing. It may be mine, but it’s, not mine at all, in the sense that my great great uncle, buckminster fuller, whose people know as the inventor of the geodesic dome, futurist designer argast maximilian of the dye maxie and map, and maxine carr, and and the geodesic dome, which everyone knows because it’s, the lightest, most cost efficient, strongest structure in the world and your uncle, has this on his on his tombstone. Great uncle martignetti he on his tombstone, has engraved. Call me trim tab. Great nephew of buckminster fuller, james eaton is the president in creative director of tronvig group. You’ll find his blaga tronvig group, dot com, james ariel, pleasure having you on the show. Thank you, thank you so much. My pleasure. We take a break when we returned tony’s take to stay with me, talking alternative radio, twenty four hours a day. Hi, this is nancy taito from speaks. Been radio speaks. Been. Radio is an exploration of the world of communication, how it happens in how to make it better, because the quality of your communication has a direct impact on the quality of your life. Tune in monday’s at two pm on talking alternative dot com, where i’ll be interviewing experts from business, academia, the arts and new thought. Join me mondays at two p m and get all your communications questions answered on speaks been radio. Hi, i’m carol ward from the body mind wellness program. Listen to my show for ideas and information to help you live a healthier life in body, mind and spirit. You hear from terrific guests who are experts in the areas of health, wellness and creativity. So join me every thursday at eleven a, m eastern standard time on talking alternative dot com professionals serving community. Money, time, happiness, success, where’s, your breakthrough. Join me, nora simpson, as i bring you real world tools for combining financial smarts with spiritual purpose. As a consultant to ceos, i’ve helped produce clear, measurable financial results while expanding integrity, passion and joy. Share my journey as we apply the science of achievement and the art of fulfillment. To create breakthroughs for people across the world. The people of creation nation listened to norah simpson’s creation nation. Fridays at twelve noon eastern on talking alternative dot com. Hey, all you crazy listeners looking to boost your business, why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com. Welcome back to tony martignetti non-profit radio it’s. Time for tony’s, take two at roughly thirty two minutes into the hour. My block this week has a list of last week’s contest winners i know you were with me. You had to have heard last week’s hundredth show i just know you did. And so on my block this week, i have all the contest winners listed and also links to a couple of stand up comedy videos from a set i did at gotham comedy club in new york city earlier this earlier this year. I was just at gotham two days ago, and i’m grateful to the people who came out wednesday night, including my parents, that’s, all on my blogged at tony martignetti dot com, you’ll find the winners and the link to a couple of videos at tony martignetti dot com, and that is tony’s take two for friday, july twentieth, the twenty ninth show of the year and show number one hundred and one i’m going to stop counting the shows now. Right now i have a pre recorded interview for you. No more crappy corporate relationships. This is from fund-raising day in new york. City ah, this past june, and here is that interview with erica hamilton and vanessa mendenhall. Welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand twelve, we’re at the marriott marquis new york city, right in times square hosted by the association of fund-raising professionals, greater new york city chapter. And with me now is erica hamilton she’s, chief program officer for my mentor, and vanessa mendenhall, vice president of the fellows program at new york. Needs you, ladies welcome think, honey it’s a pleasure to have you your seminar topic was building strategic corporate partnerships. Erica what? What are charities you think not doing right? Generally, and we’ll have plenty of time for details around their corporate sponsorship relationships. Sure. So i think one of the key things child you need to focus on is a holistic approach, which is something we talked about in the session. So is thinking about how to approach corporate partners with a variety of a level of ass. So it’s not just about funding it’s about in-kind donation it’s about employee engagement. It’s about really hearing what the corporate sponsor needs in the partnership. Okay, and was your topic just around sponsorships was also include corporate foundation giving. It was about both, both. So the holistic. So the entire, the entire relationship? Exactly. Okay, um, so you’re recommendations include building ah, relationship let’s. Vanessa, why don’t you start us off? How do we have a relationship with these big corporations? That’s. Right? Well, so in addition to holistic relationships, we talked about the importance of relationships being reciprocal on. So we talked about the importance of establishing a two way street. So you have a understanding of what that corporate partner is seeking to get from you. You nourishing of how they measure success and how they report the success of their investments to their stakeholders, whether that’s, their boss, or whether it’s their board of directors. Oh, and you, you understand what you are asking as well, and you have a a holistic ask you’re asking for more than just money. We also talked about importance of flexibility, thinking outside the box and corporate partnerships on being willing to try something new and try something different if something’s not working. Okay, let’s, let’s, talk about some of these things. Reciprocity. What? What? What is the charity case? What? How do they make their case? Erica, that being associated with us is good for your brand. So a lot of what we talked about was having organizations really helped her firm understand how employee engagement and social enterprise does things to drive employees and gay. Even with the firm. In terms of pretension, it attracts new employees to the firm. It raises brand awareness in terms of the firm’s efforts beyond just a peon l or profit and loss. It’s about corporate social responsibility. Okay. And what do some of these employee engagement programs look like? How can we engage them? Yeah, totally. So i work in heimans work, which is a nonprofit that basically engages adults to mentor high school students to apply to and go to college. And so we offer opportunities for corporations to give funding, but then tow also engage their employees to become volunteers in our program as well. Okay, yeah, absolutely. About for you, vanessa. What does employee engagement look like? All right, we’re also a mentoring program. And so we also engaged engaged employees to be mentors in our program. New york needs you worked with first generation college students, so we work in the next stage we work with, students have gotten into college, but we help them graduate from college and in transition into careers. We also we talked a lot about the importance of using highly skilled volunteers in a smart way in your organization. And so we also offer volunteers a way to leverage their skills, whether they know how to do marketing, whether they help with strategic planning, a huge thinking we’re actually in the process of writing our street your plan right now and we’re involving about ten volunteers in the process in a heavy way. Okay? And so we give volunteers away to engage their minds on their talents in our organization and helping us steer the ship, helping us figure out where we’re going next as a non-profit are either of you familiar with the the site? Catch a fire? Yes. Ok, i’ve had rachel chung seo on the show when speaking of next-gen way were at next-gen just like we are here today. Okay on. And they do exactly what you’re describing exactly high that was a high functioning form. What really skilled highly skilled batches, right? Okay, um, so so there is value for the corporation and we need so you’re supposed to go in and ask confidence? Vanessa, right? Not sort of hat in hand and humble. I think you want to ask questions and listen in the very first meeting with the new corporation, you want to spend eighty percent of you your time at least asking questions to find out what their double bottom linus again, how they measure their success, what’s important to them what their values are on ly after you get that information from them, obviously you want to do your research before you walk in, but ask those questions, understand think of them like a client, in a sense, you know, i want to understand what you’re trying to accomplish and how that potentially aligns with artwork. Then you talk about your program so your pitch shouldn’t be the thing that you leave with. You really should listen first, then talk about your program in a way that’s using the same language they’re using so that you can train your organization and help them see how it fits in alliance with their mission. But it sounds. Like this is a process that could take a couple of meetings, it certainly could, and it should be, i mean, if it’s a really relationship, if you’re not just asking for money, it should be on ongoing conversation. For those of you watching the video, we’re not having an earthquake in new york city background is shaking because we’re the last ones here. If we could pan around the room, you would see bear pipes and walls were the very last ones here, and so the workers are cleaning up the booth behind us to the end, to the left of us and that’s shaking and causing an earthquake like momentum, and maybe we’ll get a picture of what it looks like. We’ll put that on the on the facebook page to a company that we have remarkable focus, right way we’re all we’re all still in focus, so i wouldn’t want to ask you what you were just saying. I was gonna ask follow-up for erica, but i don’t remember what exactly we were talking about listening, asking a lot of questions oh, great everywhere what? Coaching you, i had one thing can add murcott e i was going to say no, no, no, i was going to say, when the relationship is most successful, what you inevitably ends up with is the organization itself doesn’t have to be the one doing the asking ends up being the employees in the corporate structure that air volunteering with our program that come and make the ask and that’s one of the most powerful asked a corporation responds to so that’s a great place for an organization intent towards okay, thank you very much for that because it made allowed me to remember my question. Great, which was going to be for you if this is going to be a multi meeting, ask multi meeting relationship building. What about the fear that we won’t get a second meeting? Yeah, the first meeting is all just listening and gathering information. If i haven’t hooked them in my first meeting, i may never get a second meeting. I have to ask you the first. Yes. Now why is that wrong? Yeah, i think you have to figure out there’s some funders that you’re gonna want to take the long view. With their their funders that we work with you in the first several years of asks never gave funding we thought were not engaged with our mission. We’re not interested, and at some point down the road, whether it be a change of staff member on their side or a change in how we’re positioning our work with the work they’re trying to fund, it clicked. And so one thing i would urge non-profits to do is not feel this rush to get funding as a thie the measure of success quickly in a corporate partnership. It’s think about developing a relationship, the success maybe getting space for an event that might be a wind. It’s figured out how to get your foot in the door, if you would. Okay, okay. All right. So and again, that really hearkens back to the holistic approach is not all about the money akeley want. Would you want to build a relationship? And i mean, even if after the first meeting vanessa, if there’s no interest, it just isn’t alignment. Then both parties will know that. Then there, then there’s no point in going further. Sure that’s, right. But going back to what? Erica was saying before the importance of having a volunteer who’s affiliated with your organization who works for that corporation in that meeting, with you opening the doors for you, helping you build the relationship goes a very long way. And in my experience, you end up with meetings, her actions to take afterwards, whenever you have a volunteer engaged. So one of the things that i think is really important when you’re thinking about corporate engagement. It really all begins with volunteer engagement. In my mind, you know, you don’t want to be making cold calls. That is not the way to approach, you know, relationship. Elearning corporations. You want people inside those organizations advocating for you. And to do that, you need volunteers that are inspired, that are engaged and feel sense of owners. Oh, be a program. You’re listening to the talking alternative network. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. 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Today, your greatest athletic performance is just a phone call away at eight a one six zero four zero two nine four or visit aspire consulting. Dot vp web motivational coaching for athletic excellence aspire to greatness. Talking. Duitz durney i mean, it could happen to that people who are volunteering go to their corporation instead of coming to you and saying exactly earlier way, want more engaged, they might go to their company and say, why can’t? This is a fantastic mission and, yes, here’s the alignment with our world. Yes, why can’t we be doing more of that shit happens all at a home game? Yeah, zoho, exactly, yeah, that’s. Wonderful. Then you get the call. It’s. Always nice to be called once in a while, it is nice to be pursued. It happens every once in a while, like dating. How do we figure out? Oppcoll? What? What is going to be most appealing? How do we get to that double bottom line in the first meeting, right? But what kinds of questions that we ask it? I i think before you’re walking in and we talked about this in the session, it’s being very well researched, you’ve gotta do your diligence like just very clearly and it’s diligence in the general sense of online and, you know, the regular library type of research, but it’s also diligence talk to people that the firm is funding, those are going to be the best insights you’re going to get no williams of approach really well. Other organizations that are getting funding help, organizations that are seeking funding, aren’t they fearful that this is a zero sum game and what you get? I’m going to lose. Yeah, so typically what i found it is if an organization is already getting funding, they’re less fearful about partnering and sharing information. If it’s, another organization seeking funding simultaneously that’s a little bit more challenging or what, but sometimes you find collaboration at some of them, but also good i was gonna say, and this is why you want non-profit partnerships. You know, and at new york needs you, we have a team. The tragic partnerships team it’s not primarily focused on developments, actually focused on relationship building with corporations with non-profits with government with, with kind of any any anti out there that we want to work with, and we developed formal partnership zoho non-profits to help with this kind of knowledge sharing and it’s kinda relationship building and helps us with corporations. We go into a corporation, and they say, oh, yes, we were familiar with mentoring we’ve worked with, i’m entering before so that’s great there there, partner of ours there for their kids to our programs, it really helps boost our credibility. Andi helps establish us is a real participant in the community when when you have those those establish non-profit partnerships. Okay, erica, another another possibility for the doing your due diligence research would be talking to the people who are volunteering for you from the corporation, right? What’s the culture i mean can’t they can’t give you enormous and so they do that’s a brilliant one and what they’re also help with the way he’s. Very brilliant. Very brilliant. Okay, what? What? They’re also helpful. With is identifying the appropriate contact sometimes what you’ll find up corporate entities is it’s, not just one point of contact it maybe multiple it maybe contacts you may not consider so a great concept. We’re talking about it’s not always the foundations of the csr sometimes business units within a corporate issues. Yes, our twenty martignetti munter non-profit radio. We have drug in jail. What? What what’s? The csr may not know the csr thank you. Let me try to get parole it’s a corporate social responsibility. So just basically that the bigger enterprise inc pursues to be more involved in community impact and reinvestment in those kinds of things. But what we were saying is sometimes like a bee bin is within a corporation has money for strategic initiatives just at their discretion. They khun spend it’s not through the bigger corporate entity. You would only know that if an employee can give you that insight for their great moles, as we call them. Okay, yeah. Suppose we show our research and we’ve had two or three meetings on dh. We have ah, decent number of volunteers from that company helping us, but we didn’t get any we didn’t get the funding for our run walk that we really wanted to that we didn’t get that seventy five thousand dollars sponsorship that we wanted for the run walk. Vanessa, what? Where do we go is this is the end of relationship? Absolutely not and what you really that’s, why we talk about having multiple types of asks, you know, almost like a menu of options. One of my famous favorite non-profit executive director’s guy named little perry. We’re in space brothers, big sisters, and down in tennessee, he talks about if you have a menu of options, you can you can almost set it up like, you know, you can choose any of these options. The only thing you can’t choose to do nothing, right? So you give people a lot of options, a lot of ways they can engage in support, your organization, you get that foot in the door, they might start small, you know? But the more they get to know your organization, the stronger relationships they build with multiple staff members, volunteers, the more likely they’re going to be to give next year, so give them all those options and be creative about what? You’re asking for it from your partners, ok? And that’s really parallel with advice around individual giving also, exactly people don’t just ask for one one gift we asked for, uh, assortment on dh solicitation has lots of choices after that. If one thing doesn’t sound good, erica, is there something you wanted to add to what vanessa said? I think as well, how could you tell that you’re very effusive you in your desire to speak with your flailing arms? Because if you’re not watching the video, you’re watching the video it’s an earthquake and not watching the video erica’s jumping up and down, raising her hand, shooting it up like a third grader? I love it. The only thing i’m gonna add was one of the the strongest messages you consent to a corporation in terms of how mature program is valued is dollars for doers and that’s, a program where corporations actually give funding to employees that employees can appropriate to certain non-profits organizations it’s, typically based on hours of service. So you are an employee of goldman sachs. They have a threshold which says, if you volunteer a thousand dollars, the firm will donate a thousand hours will donate a thousand dollars on your behalf when you can do that kind of money from your employees. Volunteered face. It speaks volumes to a foundation or corporate entity, about how embedded you are and how much they aren’t aligned with you, and they want to be so that’s. Also great. Bottoms up, strapped. Where’d you call that donors for dollars for doers is sometimes a ton of companies have doers, is not the scotch. We’re not you, and i will do a shot thousand dollars it’s. Not that way. I don’t even drink. Durney okay, what? I think i’ve exhausted really well, okay, no, i haven’t suppose you did get the seventy five thousand dollars sponsorship, and you still have the nice, robust number of volunteers, and maybe there was some maybe there’s another form of engagement? How do we how do we keep the ball going when we don’t need something from them immediately? It’s not a one way relationship that way don’t really have anything to say. What do we talk about until the next time we need a sponsor? One of things we talked about the session is the importance of events in inviting them to your events, trying to kate create vips, experiences for them so they feel special. So for insisted they come to one of your training sessions, setting aside special time for them to meet with some of your students, you know, doing special things like that and showing up at their events if they have an event for some of their clients or they have special, you know, cocktails or dinners or anything like that show up, wouldn’t they love to show you off as the charities that way, it has to be a two. Way street, so encourage those invitations that wei will send representatives and we’ll send in your case, his students, many even share absolutely done since erica, have you sent students all the time? All the time we send them out. Sometimes corporations will do their own, like employee engagement days, which just about getting more employees to volunteer, period, and we’ll send out mentees mentors, pairs staff members, whatever it takes to help them achieve their goals because we all win. So yeah, for those of you’re not watching the video. I love you, john. Can you get a mike on that fly away like a fly? I don’t believe it’s a it’s, it’s, espionage somebody else’s, it’s a little robot it’s somebody else’s show trying to steal our contract. Believe way are really this is desolate here. All right, well, we have, like, just another minute or so, vanessa, what else? What else did you talk about in your in your program that we haven’t talked about here? Sure. S o i think one of the other important aspects of corporate giving is teo there’s. A few there’s. A few things to watch out for. Write a few pitfalls. That you want to avoid. So one of the pitfalls that we talked about was making sure that everyone your organization particularly, you know, top level staff, but the organization knows who your major corporate partners are. Ah, it’s a major embarrassment, if, you know, one of your staff members meet somebody who works at csr, bank of america, golden sachs or whoever and doesn’t know that they’re one of your top partners, that is a major thing to avoid. And so you really it’s important to communicate to your entire organization, who you’re working with and at what level they’re donating, i think it’s also really important. Um, actually, do you have another point? Well, one thing i was going to say a tidbit for you that we didn’t go into detail on the session was the need to really be able to communicate the impact of whatever it is the corporate sponsors investing in. So when you’re going in with the ass being very clear on how you’re going to measure success up front that way, when it comes time for the end of the granite, one of the new you can clearly communicate your goals, your accomplishments. What you’ve achieved with partnership funding. Okay, so, so sort of playing off the expectations from the beginning. Exactly. You could say expectations one through four. Check. Check. Check. Check. Exactly. But where do we go now? How do we make a bigger? Okay, ladies, we’re gonna leave it there. Thank you very much. Neo-sage life closest to me is right. Next to me is vanessa mendenhall and she’s, the vice president of the fellows program for new york. Needs you. And erica hamilton is chief program officer for my mentor. Ladies, i thank you very much was real pleasure. Thank you. Thank you. Thank you. Twenty martignetti non-profit radio. The last vestige of fund-raising day two thousand twelve. Then nobody else will utter that phrase. Because there’s, nobody else in the room the hotel has been evacuated. So hotel is empty. Forty seven stories. The marriott marquis empty on. This was fund-raising day two thousand twelve. Our coverage. Thank you very much. Thank you. Thank you. My thanks to everyone at fund-raising day for ah, all their help. We were on the exhibit floor that day. And, of course, thanks to erica and vanessa. Also also want to thank james eaton for being a guest in the studio today next week. Arts and culture building bust joanna waronker withs is an associate at the university of chicago’s cultural policy center. She co authored a study of the major building boom of museums performing arts centers in theaters in the u s from nineteen, ninety four to two thousand eight, he studied five hundred organizations and seven hundred building projects, ranging from four million dollars to three hundred and thirty five million dollars. She and i will talk about the lessons from that research the show is all over social media, you know you can’t make a click without having a head on collision with tony martignetti non-profit radio, you know, we’re on facebook, you know we have the new linked in group join the group, see us on facebook, you know you can get weekly radio email alerts. You conjoined that list on facebook? You know we’re on twitter hashtag non-profit radio use it, use it wildly you can follow me on where we’re also on itunes non-profit radio dot net takes you to our itunes paige i’m on foursquare. We can connect their connect in all these different ways. What does it mean when a cause long out of the spotlight raises one point six million dollars in just two years, an idea grows into a powerhouse, helping one hundred seventy thousand people each year. And when an agency raises three point eight million dollars in government grants in six weeks, it means lap a has done its job. 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