Nonprofit Radio for September 7, 2026: Non-Fulltime Employment

 

Martin Rowinski: Non-Fulltime Employment

The next time you have a senior or mid-level job vacancy, you might consider a fractional, interim or advisory professional over hiring someone fulltime. Martin Rowinski defines these and weighs the pros and cons for your nonprofit. If you go this route, what do you need in place to make the transition smooth for your team and the person you hire? He also evaluates this from the personal career perspective, if you’d consider leaving fulltime employment. Martin is CEO of Boardsi.

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And welcome to Tony Martignetti Nonprofit Radio. Big nonprofit ideas for the other 95%. I’m your aptly named host and the pod father of your favorite hebdomadal podcast. Oh, I’m glad you’re with us. I’d be stricken with purulent synovitis if you infected me with the idea that you missed this week’s show. Here’s our associate producer Kate, with what’s up. Hey, Tony, here’s what’s up. Non full-time employment. The next time you have a senior or mid-level job vacancy, you might consider a fractional interim or advisory professional over hiring someone full-time. Martin Rinsky defines these and weighs the pros and cons for your nonprofit. If you go this route, what do you need in place to make the transition smooth for your team and the person you hire? He also evaluates this from the personal career perspective, if you’d consider leaving full-time employment. Martin is CEO of Board C. On Tony’s Take 2. My book launches next week. Here is non full time employment. It’s a genuine pleasure to welcome the CEO and co-founder of Board C. Martin Roinsky. Board C is an executive recruitment and board replacement platform. Martin is an executive recruitment expert with more than 25 years of C-level experience. As a thought leader in executive recruitment and leadership, he’s been featured in outlets including Forbes, entrepreneur, Fast Company, and CEO today. The company is at Boc.com and Martin is on LinkedIn. Martin Rinsky, welcome to Nonprofit Radio. Thank you. I’m gonna try to follow your energy. Uh, thank you. I’m glad it’s, uh, I’m glad it’s infectious. Absolutely. We try to have fun here. We do have fun here. We don’t just try. We’re, we’re succeeding. Um, so we’re talking about, uh, non full-time employment. Uh, fractional advisory interim. Uh, tell me how you got into this business before, uh, before we distinguish between fractional advisory and interim. What, what, how, how did you get into the recruitment and, uh, executive leadership, C, C-level recruiting? Yeah, I, I’ll make it quick. I’ll make a long story short. Uh, I’ve done a lot of consulting in my years, and of course, I’ve helped companies, you know, sell, position themselves for a sale. I’ve helped companies grow. I never really saw the financial benefit because I never had any equity, uh, did well consulting wise, uh, but I was basically, you know, not getting any younger so I started looking for board positions or advisory roles that would compose of some equity so I can actually get a benefit of helping companies grow and just found that uh it was hard to find uh those positions and uh just found a niche that we can. Uh, get into, so called some of my past co-founders that I worked with before, and here we are. So would you distinguish for us between uh fractional advisory and interim as, as, uh, substitutes for full-time employment? Yeah, yeah, of course, uh, I mean. First of all, if we’re speaking nonprofits, nonprofits. Face basically many of the same strategic challenges. As for a profit, you know, profit companies, so technology transformation, fundraising, uh, finance operations, marketing, cybersecurity, everything, they face the same stuff, so really not much different, um. But a fractional or interim executive isn’t, I, I’m gonna start with this, isn’t always necessarily a cheaper substitute for a full-time executive, and in many situ situations it’s a way to access senior level expertise at precisely the moment the organization needs it. Now the difference is fractional executive is an experienced executive who assumes. And operating leadership function for a portion of their time, think you know fraction of CFOs that was the big one that really kind of kicked it off, but now it’s CMOs, COOs, CIOs, even CEOs, um, and they typically have responsibilities and deliverables, but they’re not working full time and then you got interim executive which is usually brought in temporarily to actually fill. The actual leadership position. But they’re on the interim stage, so you know they might maybe a CEO departed and during the CEO search. Restructuring, merger, crisis, or major transitions, they might bring an interim to help through that time. Now advisor and the interim is more likely to be full time then. More likely unless he’s not the right fit so we can get into details of that too, but yes, the hope, the hope is they can become full time unless they find somebody better maybe the mission vision values aren’t fit they find later so um I can get into some details of that and of course you got advisors who provide expertise, a perspective, introductions. Strategic guidance or specialized knowledge, but generally doesn’t own the day to day execution. So that’s, that’s, I would say the biggest distinction between those three. That’s interesting. All right, so the advisory, I mean, that, that’s also a paid, that, that’s a paid position. OK, but you’d be like an advisory. Chief marketing officer or something like that, quite possibly and sometimes you know depending on distraction, I’m sorry, depending on the structure of how they bring on the advisor, it might be structured as, you know, hey, we’re going to meet once a week or we’re going to meet once a month or. Can we set up a meeting whenever we need that advice? So maybe it’s marketing, maybe it’s introductions to some people. Fundraising is a big one, obviously for nonprofits. So advisor might be a great solution because there’s a lot more flexibility. And in the advisory role, it, it sounds like there could be or there might not be someone who is full-time in that role. The, the advisor could be an advisor to that full-time person like a chief marketing officer, or maybe there isn’t a chief marketing officer and they’re, they’re CMO advisory, I guess, to the CEO then. Yeah, I mean, maybe, uh, maybe there’s a, maybe they don’t have a full-time CMO. Maybe they have. Uh, a part-time person that really helps out and maybe that part-time person is not even a paid person, they’re just working at a nonprofit to help out, but they might be missing a lot of the knowledge that a CMO might have. So you might bring an advisor to help bring this person up to speed and make sure they’re doing their job correctly. OK, interesting. Uh, so, um. Well, I wanna talk about the, the pros and cons, uh, for, for the nonprofits. You mentioned that fractional or interim might not necessarily be less expensive. Than a full-time employee, I guess even including 30% or so for benefits, I would have thought one of the first advantages is that you’ll save, you’ll save budget, but no, not necessarily, not necessarily. So and I’ll I’ll, I’ll also leave a quote for what I was saying when we were determining the difference in the different roles. So you’ve got fractional leaders who help operate. You got interim leaders that help bridge the gap before they go full time and you got advisors that help guide. So that that’s really the simplest way to put those three in a difference. And getting into the details on advantages for nonprofits. One big advantage is access to talent and nonprofit might not be. Might might not be able to attract or like we’re talking afford highly experienced, let’s just say CFO, technology maybe leader or marketing executive like you were mentioning a CMO and a fractional structure can make that expertise accessible. You also have the benefit of flexibility. Organizations can bring expertise in around a particular growth stage or maybe they’re going through a transformation or a capital gain. It could also be technology implementation or expansion or operational challenges, so you’ve got a lot of flexibility there. You also have speed and. Inim, for example, or a fractional leader can sometimes address an immediate leadership gap while the organization. Conducts a deliberate search for the right permanent executive so you got that giving yourself time without losing uh growth or whatever that or nonprofit might be going through and then you got specialization. You aren’t necessarily hiring one executive and expecting that the person to solve everything. Different stages can require different expertise, so you can focus on specialized executives. All are partial time, so you’re not hiring a full C-suite of executives at full time. Obviously that can get pretty expensive. Another great benefit is fresh perspective. Someone who has worked across several organizations may bring patterns, best practices, and lessons that an internal team isn’t or hasn’t encountered yet. And then of course what you’re talking about is potentially lower total commitment. Lower costs. The organizations may access senior talent without assuming the entire cost structure of another permanent executive position, so. Those are, I would say, the benefits. But You, you got to keep a few things in mind, fractional leadership. Isn’t always appropriate for every role or every organization. There can be less availability than with a full-time executive. A fractional executive may have multiple clients. Organizational culture can be harder to absorb when someone isn’t present every single day. Employees can also become confused about authority if responsibilities haven’t been clearly defined, so continuity is another concern. If too much institutional knowledge resides with the temporary executive and there isn’t a transition plan, then the nonprofit can find itself right back where it started. OK, let’s let’s dive into this a little, a little more detail, so. Um, yeah, very good point that, you know, culture, culture can be hard to assimilate with someone who’s, uh, who’s fractional, uh, you know, off-site, maybe most of the time because they do have other clients. Um, but by the same token, you can get expertise that, you know, as you said, Maybe you can’t afford full-time, but you can tap into them for, you know, 10, maybe 1015 hours a week or something like that, you know, Is it, are these, um, are these, are these fractionals typically like limited to, uh, uh, like I had just suggested, uh, a number of hours. How do the, like, how does the fractional, or I’m on call anytime you need me, fractional? How, what’s the, what’s the, what does the arrangement look like there? Yeah, so advisors are typically more on a need basis. Fractional is going to be a little bit more structured. And if you want to really benefit from a fractional, you do want to create a structure. Because especially because they most likely have other clients, most likely have a schedule, so expecting them to, you know, get an email and say hey we really need you tomorrow most likely is not going to be the way you’re gonna win, so you got to create a structure where. You know the 20% or 30% of a full-time employee is on schedule and you know when to expect them and. In addition to that, be prepared so that if you do have any questions or need to address any issues that this fractional leader can help out with, they are aware of it and not only hit him with it right off the bat, but be prepared and send an email out prior to knowing when they’re going to be. Working with you, send an email out with, hey, here are the challenges we’re working with, giving them some time to prepare, so you’re getting the most out of them on their limited time. OK, OK. And then, you know, you were, uh, alluding also to, to the reporting structures. So, let’s, you know, this is a C-suite person, let’s, let’s take a different example, Chief Development officer at a nonprofit, CDO, um, you know, if they’re, if they’re fractional, or if they’re any of these, you know, fractional advisory. Well, interim seems a little clearer. I mean, an interim person is probably taking leadership of the team. So the, the reporting would be through that person, but fractional or advisory, it could be, it could be difficult. Like the, the people who are working on the team with the person and for the person are not gonna have universal access like they would if it was a full-time. Supervisor that they had. So that can be, that, I, I mean, these are, these challenges are all overcomeable. They just have to be planned for. Like, it’s a set number of days or certain, uh, you know, maybe it’s every Tuesday, Wednesday, or it’s Tuesday morning and And Wednesday afternoons and what, what are the hours, you know, and these are the times that we’ll schedule the meetings that you need me in. We’ll, we’ll schedule you, you, I need you to schedule around those hours, things like that. I mean, these things are all overcomeable, right? Uh, they, they are, and I think the other biggest thing is since we’re obviously focused on nonprofits is. You have to make sure that a fractional or interim executive, even interims, are important here. Well, even advisers. They need to understand that nonprofit operate with a different ecosystem involving mission, donors, boards, volunteers, employees, community stakeholders, restricted funding, grants, and often intense public accountability. Some of those things don’t fall into a for-profit, but they do fall into nonprofit, and that actually is a big difference. And whoever you’re bringing in needs to be aware of that and understand those responsibilities. Yes, you’re going to hire somebody who’s got nonprofit business experience. These are businesses. I say this routinely. They just happen to be nonprofit businesses. They fall under a different tax code section of the. Or a different code of the Internal Revenue. A different section of the internal revenue code, but they are businesses. They’re operated like businesses. They have leadership and management and they have short-term, mid-term and long-term, uh, needs and, and goals. So we’re, we’re, we’re definitely running businesses, but you’re right, uh, there, there are. Peculiarities. Uh, I think, I, I don’t know, I don’t know if it’s fair to say, mostly around fundraising. Like you were, you were alluding to, you know, restricted grants, etc. and endowment and things, but whatever the differences are, there, there are a lot of commonalities. But yeah, you, you want to make sure you’re, you’re getting somebody who’s got a background in what it is and we’re, we’re trying to get done here. Yeah, and also the, I mean, think about this, you’re working with a nonprofit and depending on the size of the nonprofit, it could be. A smaller nonprofit that works within that city or that county. And you’re talking about a community and now if you’re bringing this person from a whole different state, how are they going to plug into that community? They need to also understand the community who are they working with so that’s why I say it’s very important in a nonprofit you’re not only hiring competency, but you’re hiring for competency plus mission alignment plus stakeholder awareness. And awareness of the community, who are they working with? Yeah, yeah. All, all essential. OK. OK. Um, anything else you want us to know on the, on the organization side before we, we move on to, like, I want to talk about making the transition from full-time to, to something different. Um, but anything more you wanna know like, uh, or you want us to know about pros and cons? What are we gaining? What are we losing? What are we sacrificing? I, I think I said it all. OK, you said it all. OK, good. OK. OK. Um, so, you know, I mean, I would think the, the most common use case for this, these different roles is, uh, Somebody just left. Either we asked them to leave or they left on their own. Um, you know, maybe our succession plan was not as robust as it should have been. Uh, or maybe it was and it, it collapsed or, you know, whatever. Um, there, so the board C is, is one way of finding these non full-time employees, right? You’re, that’s what, that’s what Board C is all about. That’s what we do, right? Um, are there other, other places you can, I mean, are these just, do you, do you just go out on LinkedIn or do, or, or do you use the traditional. Hiring platforms and, but just say that we’re only looking for interim or fractional or how do you, besides, besides the, besides the, the pinnacle, of course, is Bo C. But if you, if, if for some reason you’re not, you’re not connected with Board C or you want to look at alternatives, what else might you do to find these folks? So, yes, you can go, definitely, you can go fishing in, um, in LinkedIn. LinkedIn is a big one. You’ll find a lot of, Uh, nonprofits advertising their jobs under the job positions, um. I would say the biggest problem with any job board is you’re literally fishing in a pond of a lot of executives. The benefit of working with Borzy is you’re fishing in a pond where our network of executives understands that. Our network is strictly. Joined From the executive side side knowing that they are joining not to find a full time position but to find a uh board position advisory role, um, and that is exactly what they’re expecting so when we present a nonprofit or for-profit company and say hey this looks like a great fit for you, they’re not, well, I’m looking for full time. So it’s a lot easier for us to fill those seats than it is for somebody plus time commitment, right? Do you wanna have a time commitment of launching one of your employees to go on LinkedIn and start, you know, sorting through all the different people that are applying and what if nobody’s applying? Are you gonna start messaging executives that you think are gonna be a good fit, or do you just wanna leave it in our hands and we’ll send executives to you. That said, yeah, I definitely would like to interview for that position. So there’s that, yeah, yeah. All right, fair, um. Let’s talk something about, uh, if we’re on the, if, well, uh, actually, the interim, interim. Interim could end up being, interim could be like you’re auditioning for the full-time job, unless, unless maybe at the outset, you say, I do not want the job. I don’t, I, I’m, so don’t consider me. That, I guess that could be, that could be good or bad for the nonprofit that might be losing a potential good employee and they might, they might want an interim who’s interested in the job. But then if you’re interested in the job, are you performing the way you would perform? If you, if you got the full-time job, or are you performing because you’re auditioning and, and, but you’re not gonna turn out to be what the, what you’re not gonna, you’re not gonna, you’re not gonna be the same person in, in full-time employment as you were in the audition. How do we, uh, that’s interesting, I think. How do we, how do we sort through that? I mean that’s a great question. Uh, you know, reminds me of old days of dating, you know, you act like you’re a gentleman, and then, then you get married and all of a sudden you stop opening the door for your wife. Uh, yeah, the charm, I, I, you can’t keep up this level of charm, right? Well, I, I don’t think there’s, there’s an answer to that. Obviously the hope is that the executive is who he is and always will be, um. I think, you know. You wanna look for somebody that’s transparent, um, you wanna look for. Certain signals. And If that is the right person, one thing that I would always check is what is that person’s personal mission, vision, and values. Now if those three. Align with the nonprofit’s mission, vision and values, then at least you know you’re in sync. And the hope there is that whatever they do in their interim is what they’re going to do all the time because that is that is how they run their personal life. They believe in the mission, vision, values of the nonprofit, so why would they not continue doing the great work. OK. All right. Yeah, you’re, you’re hoping they’re transparent, right. Unless they say upfront, I don’t want the job. I’ll do it until you get somebody. I’ll even help you hire somebody, maybe. Um, that could be valuable too, right? A fractional, a fractional or, or interim or advisory, they, they could actually maybe help you with the, with the search, not, not in terms of finding candidates, but screening candidates. Because these are, you’re, you’re hiring someone who’s got deep expertise in the field, other, otherwise you wouldn’t bring them on, uh, for either, in either of these roles. Uh, they could be valuable in helping you screen and interview and select the full-time person. Absolutely. And I think it’s important to, like, you know, because we’re talking about at the end of the day, we’re talking about most likely. A nonprofit that is about to make a transition like you said somebody didn’t work out or they, you know, retired or they’re leaving their maybe their mission vision values changed and they no longer believe in the nonprofit and they are wise enough to say you know what, it’s time for me to go so to consider that transition I think. This is the framework that I would use as a nonprofit. Start with the problem, not the title. Instead of saying things like we need a fraction of COO, maybe the better question is what are we trying to accomplish? Maybe the real issue is poor systems, fundraising strategy or financial controls. Declining donor engagement technology, I mean it could be a lot of different problems, but what are we trying to accomplish and then determine this what expertise is required, how much executive capacity is actually needed for how long, who owns the outcome, what authority will this person have, and how will success be measured. Those are the questions you really wanna answer before you go and start working on the transition and then decide whether that solution should be full-time, fractional, intern, or an advisor. Or maybe a combination of of those maybe you bring on an advisor and a fractional or maybe you bring on an intern and an advisor there could be a combination. So boards need to be particularly clear about the authority. This this is probably the most important part in this transition and this could be literally one of the strongest points given. As you’re doing the transition when bringing in non-traditional executive talent, the organization needs to establish clear governance boundaries. What does the executive, who does the executive report to? Very important. What decision can they make independently? What requires CEO approval? What requires board approval? Who manages the employees? What information can be accessed or can they access, and what happens when their engagement ends. So flexibility without clarity creates confusion. So before the person starts, everyone needs to understand their mandate, authority, accountability, and exit plan. Or no exit plan. It’s time for Tony’s take 2. Thank you, Kate. The time is coming. It’s very exciting. My book, Planned Giving Accelerated, launches next week, the 15th of September. So next week’s show actually is going to be devoted to. My book. I haven’t had a show without a guest. For 1213 years or so. Uh, it was one time I did it back when I was in the New York City studio. And it’s been a long time, uh, because the show is not about me. I’m just the host. I picked the brains of other experts. For your benefit and, and learning, but I’m gonna make an exception. Next week, I’m gonna talk about my book. Planned Giving Accelerated The Cut Through the Shit, no-nonsense, practical step by step guide to launch legacy fundraising at your small to mid-size nonprofit simply in one week. Starting with bequests. The title may be longer than the book. Did you need a nap? So I’ll be talking about that next week. And the marketing is going gangbusters. I’ve got a launch team, uh, 55 people who have agreed to write a review and do a LinkedIn post of the book. So they all have an advance reader copy. It’s called, uh, ARC and all these. And all these fancy publishing terms now. Uh, so they, you know, they have the ARCs and, uh, they are reading and they’ll each, uh, do those, uh, posts and reviews in the next week or so from when I’m recording right now. Yeah, very exciting. The time is coming. And I’ll talk a lot about the book next week. And that is this week’s Tony’s Take 2. Kate Oh wait, wait. If you want to join the book waitlist. You can do that at plannedgiving accelerated.com. You’ll get all the announcements when the book is ready and available for sale, wherever fine books are sold, which means Amazon and Barnes and Noble. And that is Tony’s take 2. Kate, You should talk about your book. It’s not like this is your podcast or anything, you know, Tony Martignetti Nonprofit Radio, Tony Martignetti should be talking about the book written by Tony Martignetti. Thank you for giving me permission. All about Tony Martignetti, associate producer. No, it’s not. Well, it will be, it will be next week. It’ll be all about Tony Martignetti. So I, but I think 3 times. Oh no, sorry, 2 times, 2 times in 16 years. I don’t think that’s too much. I, I don’t think that’s too much. 2 times out of 805 or 6 shows, that’s not, that’s not bad. That’s not enough. You’re very gracious. We’ve got just about a butt load more time. Here’s the rest of non full-time employment with Martin Roinsky. Uh, you, you, you make several good points there. Um, we don’t want to just jump into filling the position without thinking about what the different, uh, implications are of that position. What, you know, as, as you identified, what, what are they responsible for? Uh, it’s, it’s who do they report to. Um, and, and what are we trying to accomplish with, what, what, you know, maybe, maybe, maybe it’s not a one for one hire. Maybe, maybe the person who was in the job, you know, with his job title had skills that were beyond what the job title would typically, uh, include, and, and those skills are valuable. And if we just hire to fill a role, we may not be getting the full value that we had. Or on the other hand, Maybe the role doesn’t really encompass everything that That, that it could be. You know, maybe we can consolidate. Maybe there’s a, there’s some gaps that we can fill with a, with a, with a, a differently defined role than what the person had who is no longer with us. For whatever reason. I made it sound like they died, and they, they didn’t die. Um, they could have died. That would be sudden. That would, that would probably be sudden. Hopefully, they didn’t die, but, uh, yeah, you, you gotta evaluate, yeah, uh, evaluate how this role fits and, and what is the real role. It, you don’t necessarily do a 1 to 1 for what you had and try to replicate that exact person in, in what you’re looking for. You, you do have a lot of flexibility. All right. All right. Um, let’s transition over, Martin, to, uh, to an individual. Suppose, suppose, uh, our listeners are interested themselves in maybe being fractional or advisory or interim. What, um. What, what would they, what kind of, what kind of qualifications would, would they need to bring so that they can, Make a transition. Maybe they’re a little tired of full-time employment and they’d like to explore something with. More flexibility for themselves and for their family. Yeah, we work with executives who are still full, full-time employed and they’re just looking to. Add value outside of their full time employment, um. Maybe it’s their next step that they’re, you know, they’re already seeing that eventually they’re gonna retire and maybe this will be what they want to do next is be on the board or, or do fractional work. Um, but we also work with retired executives who are just looking to fill their time. They’re not, they’re retired, but they’re not dead. Um, if you know, if you know what I mean. Yeah, well, hopefully, yeah, hopefully they’re not, they’re not, they’re not dead professionally. All right, but so what do we need to, what do we need to bring that, uh, that, that, that we could be potentially successful at, at something that’s not full-time? Yeah, so I think there’s, there’s a few key factors. One, and by the way, Boards Eye provides all everything I’m gonna say right now. Our platform consists of for our executives that are part of our network consists of education courses. So we actually have education courses that are board specific to make sure that our executives can provide and give impact to whatever position they come on to um we also do branding, executive branding, personal branding, however you wanna frame it we publish their biography on another website that we own. And we give them the opportunity to become thought leaders by writing articles that are specific to their industry, their expertise, that way they’re a little bit more distinguished and build themselves as a thought leader. Those two things on top of their expertise and experience and everything else that they’ve built over years are what’s going to make them stand out in the crowd and make them an actual executive that can bring impact. Onto the board or whatever position they take on and help the company actually succeed. Um, and have I been saying, is it, is it board psy? Have I been saying I say board’s eye. Some people say boardsy. I always laugh and say tomato, tomato, potato, potato. Same thing. All right, well, let’s, let’s make sure everybody understands. It’s B O A R D S I. Correct. And, and I’ll say later, I’ll say it again now since maybe I created some confusion. It said, you’re good. B O A R D S I boardsa boardc.com, dot com. OK, um. All right, so you need to, uh, all right, so I understand what, what Board C does. I’ll keep saying Board C if this doesn’t bother you. Um, all right, I understand what they do, but, but what do we, what do I, I mean, uh, probably if I just have 2 years in, uh, in a, in a finance role, and I’ve never been a CFO, I’ve been, uh, you know, an accounts payable manager or something, uh, I’m probably not suited to be, uh, a fractional CFO. So like what, what, what kind of years of experience do I need to bring? How do I, how do I gauge if this is, if I even have what it takes yet? Yeah, typically we work with C-suite executives in our network, but if somebody is looking at it and they’re being smart about it, knowing that that that’s their trajectory, they’ll start early with us, they’ll gain the education courses that will prepare them to be ready to serve on boards. Um, they’ll also gain the authority in becoming a thought leader and getting a head start on those things. I say is, is the best thing you could do in your career. OK. Being a thought leader, yeah. And, and, you know, that sometimes that phrase scares people like, oh, I have to, I, I, if, if I don’t have 150,000 connections on LinkedIn, then I’m not a thought leader. It’s just, it’s, you know, if we’re gonna start with LinkedIn because we’re, it’s a professional network, although I, I kind of, my own little aside, my own little editorial, I, I think it’s declining away from, I’m seeing more and more non-professional content on LinkedIn. I, there, in another couple of years, there may be another LinkedIn that, that is, is the professional network, but in any case, it’s what we have so far, uh, at this, you know, this far along, um, thing to it, yeah, yeah, um. So, so you just, you know, you just publish, you know, uh, do a post, one, like just be consistent. Once a week, once a week, a couple 100 words, uh, about something that’s going on, uh, in your, in, in your office or, uh, you know, a lesson that could be learned. A lesson you just learned. Nothing wrong with admitting that you don’t know everything and you just learned something. You just figured something out, um, you know, so, you know, you don’t wanna be intimidated by the phrase thought leader. Like a leader. I have to be a, you know, it’s just, it’s just a consistency and, uh, and a, a demonstration that you, you know, you know what you’re talking about, but you don’t have to have even 5000 followers on LinkedIn connections on LinkedIn. It’s just the consistency that, you know, people, people will get to, your, your content will still emerge. You know, you don’t wanna be, you don’t wanna be scared by the idea of having a thought leader. Just, just talk to people, you know, just, just share what you’re learning and what you’re experiencing and what, what a lesson might be from it for others. That’s, That’s a thought leadership post. All right, I agree. A little, just a little, a little encouragement, a little encouragement. All right, if suppose, I mean, if we’re thinking about going. Um, Having multiple clients doing, you know, now we need to be able to manage a business. Now, I’m away from board C, uh, maybe Board C manages, does this for clients, but, but, we’re getting away from the Board C model now, the Board C platform. If I’m thinking about being full-time. Or fractional or something, you know, now I need to be able to manage clients. I gotta balance client obligations. I’ve got to think about my billing rate, or even what, what my revenue model looks like. How do I charge? We charge by the hour. I charge a retainer basis per month, per quarter. So you gotta, you gotta be familiar with, you gotta think through these things. You, you’re running a business now. Yep, you do. OK, yeah, you have to know what you’re doing and what you’re getting into 100%. OK. Um, All right, where else, where else would you like to go? We still have some time together. Where else would you like to go in the, uh, the non, non full-time employment conversation, I would say. Probably one other thing that’s important is don’t look, don’t look, don’t overlook confidentiality and risk. Fractional executives can potentially work with multiple organizations. Let’s remember that part. So nonprofits should think about confidentiality because data access, maybe there’s a conflict of interest. Who are they working with? What are the other companies? intellectual property, insurance, competitive or donor sensitive information, those are other things to really think about because the organization’s legal counsel should appropriately structure the relationship, particularly where the executive will have meaningful operational authority. So again, think about that. Also, interim leadership has another benefit that people overlook, by the way. And I know we were talking about what’s better and again it all comes down to what the organization is looking for, but a nonprofit doesn’t necessarily need to rush, and you mentioned this a little bit earlier, they don’t need to rush to permanently hire when a senior executive unexpectedly leaves or they’re let go, whatever may have happened, boards can feel the pressure to fill the seat immediately, but an interim executive can create that breathing room. And one of the most expensive leadership mistakes an organization can make is turning an urgent vacancy into a rushed permanent hire and pay for it later. Yeah, that’s rough. That is, um, then you’ve made a, you’ve made a mistake and now you’ve brought somebody in and Now it’s embarrassing for the person who hired them, whether it’s the CEO or whoever else, because that person has to admit that they made a mistake because after just 2 or 3 months, it’s clear, or maybe even just 2 or 3 weeks, you know. In some cases, it’s clear we made a mistake and, uh, now we gotta, We gotta, now we got to unwind that and then still find something to, some, some suitable model and person to, to take the, take the responsibilities. All right. All right, thank you, Martin. Very good. Martin, Martin Ruinsky, CEO and co-founder of Board C or Boardsi. It’s B O A R D S I.com. That’s the key. You can connect with Martin on LinkedIn. Martin, thank you very much. Thank you. This was great. Next week, the Martinetti three-step 1 week planned giving launch. I stepped in there, sorry. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. Our creative producer is Claire Meyerhoff. I’m your associate producer Kate Martignetti. The show’s social media is by Susan Chavez. Mark Silverman is our web guy, and this music is by Scott Stein. Thank you for that affirmation, Scotty. Be with us next week for nonprofit Radio. Big nonprofit ideas for the other 95%. Go out and be great.

Nonprofit Radio for August 31, 2026: A Board Revolution, Or Just Improvement?

 

Linda Lysakowski: A Board Revolution, Or Just Improvement?

Linda Lysakowski’s book is “The Revolutionary Board.” Do you need to go that far? Or will a few tweaks suffice for your board? She shares her experience and advice around governance versus management; fundraising; CEO evaluation and support; board recruiting; the duties of loyalty, care and obedience; term limits; and, more.

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Welcome to Tony Martignetti Nonprofit Radio. Big nonprofit ideas for the other 95%. I’m your aptly named host, and I’m the pod father of your favorite hebdominal podcast. Kate and I are together. Her family is visiting me in Emerald Isle, North Carolina. Hi, Kate. Hello, Uncle Tony, how are you? Outstanding. We’re sharing a mic. We’re gonna, we’re, we’re gonna be, uh, grilling some scallops later on. But, but until then, I’m glad you’re with us. I’d be stricken with idiopathic intracranial hypertension. If you pressured me with the idea that you missed this week’s show. Here’s our associate producer Kate sitting next to me to give you the highlights. Hey, Uncle Tony, here’s what’s coming. A board revolution or just improvement. Linda Lysakowski’s book is The Revolutionary Board. Do you need to go that far, or will a few tweaks suffice for your board? She shares her experience and advice around governance versus management, fundraising, CEO evaluation and support, board recruiting, the duties of loyalty, care, and obedience, term limits, and more. On Tony’s take too. This book is coming fast. Here is a board revolution or just improvement. It’s a pleasure to welcome the author of or contributor to more than 3 dozen books. Linda Lisakowski’s books include The Revolutionary Board, a workbook to help you assess and improve your board of directors. She’s one of about 100 professionals worldwide to hold the advanced certified fundraising executive designation. In her 40 years in development, Linda has managed capital campaigns, helped dozens of nonprofits, and trained more than 100,000 professionals in Mexico, Canada, Egypt, Bermuda, and most of the 50 United States. She’s at Linda Lysakowski.com and you’ll find her on LinkedIn. Linda, welcome back to Nonprofit Radio. Thanks. It’s great to be back. Although I’m not as quite as dramatic as you do. I love that opening. Uh, I like, uh, I like high energy openings. Yes, we gotta, we gotta, we gotta let folks know this is, uh, this is gonna be a, a spirited conversation about, uh, the revolutionary board. So, let’s, uh, let’s start with the, the, the, the main title of the book, The Revolutionary Board. Do we really want a board revolution? Well, I’ll tell you, I struggled, and I mentioned that in the preface of the book. I really struggled with the title because I am such a pacifist. I don’t believe in war at all, and I thought, oh, I found this picture of Revolutionary War soldiers, but I found several pictures and I couldn’t possibly use one where somebody was being shot or bleeding. So I thought, well, this one, they’re just blowing a trumpet, and they look a little bit like they’re, yes, they’re leading a revolution. But I really struggled with that title and with the cover for the book, but Uh, sadly, I think a lot of times people do need a revolution on their board. They need to just kind of throw out the old and start from scratch. Hopefully, it doesn’t come to that for your organization that you can prevent some of this, and that’s what I, why one of the reasons I wrote this book is, I’m telling you how to save a board that is a mess, but I’m hoping that your board. Doesn’t ever get to BMS. That’s, that’s what my primary goal is. Well, yeah, and, and the book opens with lots of assessments. Uh, there’s a lengthy assessment for board members themselves. Um, who, who should be, uh, who do you set this up for that on the staff that should be assessing? Is this a CEO? Role or C-suite generally? Well, some of it is, but there’s also, there’s, in fact, it’s a workbook. There are a lot of assessment forms, but some of them, I think it’s important for the board to assess themselves and to assess their own board meetings, like, did the board meeting go well? Did everybody have a chance to get heard that wanted to be heard, um, you know. Did we move through all the reports in a timely basis, and did we call on the right staff members, but not let the staff members run the board? I remember one of my clients where every time I went to a board meeting, the CEO led the whole board meeting and the board chair just sort of sat there and I thought, this board is not engaged at all. You know, the CEO just ran it his way and that was it. And that’s not good. So, I give people assessment forms that the board can do themselves, and some of them are for the executive director to say, you know, how are we recruiting boards? Do, do we just, uh, I, I can tell you loads of nightmare stories. I think some of them are in the book, but I’ve been around and at this for, for longer than I care to think about. In fact, I served on boards before I ever got into the nonprofit world as a staff person and then later as a consultant. But even serving on boards, I could see things weren’t done properly in most organizations, sadly. And, and the, the second part of your subtitle is improve your board of directors. So how do you, how do you explain for folks how the book helps go from assessment to improvement? Well, I’m telling people what to do with the assessments once they get it. If they find out that, um, their board members are just there by accident, that somebody. He said, you know, it’s time for new board members, and I, oh yeah, my brother-in-law will be in the board or my next-door neighbor, and there’s no thoughtful process. So I’m giving you enough assessment forms that you can look at how you recruit board members. Do you look for people that have talents and skills that you need on your board? Are they committed to your organization? And I always tell people the number one criteria I think to look for in a board member is passion for the organization. Do they really care about your organization? Because if they do have that passion, They’re going to want to be good board members. They’re even gonna wanna fundraise if they really have that passion, and that’s where I think a lot of organizations go wrong. They just take anybody that comes down the street. I, I’ll tell you another horror story that I think I quoted in the book, but this was one of my clients when I first started my business, and I was attending a board meeting and it was December. And the executive director said, oh well, you know, 3 of you, your board terms are ending this year, and here we have a little token gift for you, and thanks for all your service, but now we need to replace those 3 seats. Does anybody have any ideas? And as I said, I think I said, mentioned this incident in the book, and I said, the good news was nobody had any ideas because if they did, it was, first of all, it was December. And you never wait till December to start thinking about new board members are gonna start in January, and secondly, it should not have been. The executive director that brought this up, it should have been the board themselves who recognized that they had terms to fill, and it really needs to be a year-long process. It’s not, I, I wrote some articles one time, and I don’t know if I mentioned it in, in this book or not, but I wrote an article called Get Rid of your nominating Committee, and people said, well, what? We have to have a nominating committee. And I said, no, you don’t. You have a year-round governance committee. You don’t wait till the end of the year and say, oh, we have board chair seats to fill or, or board vacancies to fill. And who do, who can we think of, because then people just think of the first person that comes to the top of their mind, like their next door neighbor, their spouse, and I’ve, I’ve seen boards where two spouses sat on a board, and I thought that is kind of crazy. Why have both spouses on the board, you know, one, you kind of have the other one by virtue of default, so. Yeah, you want us to be more strategic about this, and, and I agree, it should be an ongoing process. You should have, you should have relationships with future board members that you may not invite on your board for a couple of years. But, you know, it’s, it’s the same, it’s a building a talent pipeline. I think, I think for, for a lot of the leadership positions or maybe all the, all the senior positions. In your nonprofit, you should have a similar talent pipeline. You should be talking to folks that could be, could be CFOs if your CFO leaves or chief marketing or communications development officers. You want, you just wanna have a talent pipeline generally for, for these, for these important positions, right? So I, I agree it’s ongoing pipeline with our donors, but we don’t think about a pipeline. human resource spots including the board, right, of course, we have prospects for, for giving. We should have prospects for, for at least for the board, but I, I think, I think senior positions too. You just, you wanna have a robust network of folks that you know and, and look, if you never even need to hire them, they’re just, they’re just maybe a, uh, uh, maybe they’re a resource for their counterpart who is your Who, who is in that spot as the CFO or the, the chief marketing CMO, um, you know, it could be a resource that way. You just, it’s, it’s just valuable to have relationships generally. Um, and I think building that pool, uh, to just kind of follow up on what you said, having that pipeline. You should have a pool all the time of people that you’re thinking about inviting onto the board, and sometimes you invite them on the board and they’re not ready. They maybe they’re sitting on a couple other boards and they just can’t make a commitment right now. But you keep those names and maybe you ask them to serve on a committee if they can’t serve on the board and then if, if they say, well, jeez, right now I just can’t do this, it’s a bad time in my career, in my life, whatever, but you save those names. You don’t just throw them away because maybe next year or 2 years from now they will be ready to serve on the board. Yeah, yeah, that’s that, that pipeline is really critical. Agreed. Absolutely. Um, you, you, you make the distinction between, um, government, governance and management. Would you flesh that out for our listeners, please? What, what do you see the distinctions there and, and which, what, what’s appropriate, what’s not? Yeah, I, I think that’s a really good point, and, and to kind of drive it home, I use, I don’t like to use examples because I, I use the example that if you come home from work one day and you find a giant pothole in front of your house, you don’t call the governor of your state and say, hey, come fix this, you know, he or she isn’t gonna come out in the, the pick and a shovel and try to fill your pothole. But their responsibility is to make sure that they have a good Department of Transportation, that someone can come out and fix it. We just were without water the other day and we were going crazy. I mean, we had, we had enough water that just drips, came out, but you couldn’t take a shower or anything else. But we didn’t call the governor and say, hey, come fix this problem for us. And that’s why I think sometimes people get confused between governance and management, and governances are the people that have the overall responsibility to make sure that the organization is managed well, but they don’t manage it. They’re, they should not be in your office all day or every day of the week, and I once had a board member who was literally was in my office every day. And it drove me crazy, and I, I wanted to, uh, talk to somebody about it, but he was the chair of the board, so I couldn’t go over his head, but I did go to his vice chair and say, you know, you gotta do something about this man, because he’s here every day and he’s Getting himself involved in things that board members should not get involved in, like, what color stationery do we want, or, you know, who are we gonna engage to hire our, to, to create our website or update our website. They can, board members can give you suggestions, but it’s not their job. To be managing the organization and vice versa. It’s also not the CEO’s job to govern the organization like that CEO that I said ran the whole board meeting every time. Say more about the governance. What you, you, you talked a lot about the, the management and that belongs in the C-suite. What about proper governance? Well, I think one thing that the governing board should be doing is making sure. They should participate in the strategic plan and making sure that your goals are realistic for the organization and making sure that it is adequately staffed. Sometimes, you know, board members think they should really be making day to day decisions and they shouldn’t be, and when they do that, they get so caught up in that that they don’t find it’s rewarding to serve on the board and so they lose interest right away. All right, so Thank you. Distinction between governance and, and management, um. Let’s talk some about the, uh, it’s kind of flowing from governance, you know, some basic board responsibilities, uh, oversight, fundraising, evaluating the CEO, and I, I have some others, but you’re welcome to go wherever you’d like to go, but I’d like to flesh out. These board responsibilities and also, you know, good practices within. Yeah. Uh, well, I think, you know, the CEO relationships are really important and, and it’s Well, I think it’s really incredibly important that the board and the CEO have a good relationship, that they work on the agenda together. What are we gonna talk about at this board meeting? What reports are we, do we have to be presented and what decisions have to be made? And a lot of times, part of the role of the board is sometimes making tough decisions like Gee, you know, it’s time maybe we get rid of this one program because it, it’s not being profitable to us, and we’re, we’re not the best at it. Maybe some, there’s other organizations that can run that program better, and so we’re not getting very many people involved in this program. And sometimes that’s hard for board members to make those decisions, but they’re the ones that really need to do that. The, the staff should come and say, here’s the, the picture, you know, this is how much money we’re bringing in, and this is how many people we’re serving, and Here’s our competition, but then the board says, well, you know, maybe it’s time to get rid of that program, or maybe we need to upgrade that program. Maybe we need to invest more money into that program to improve it. And those are things that rightly are board decisions to uh maybe eliminate a program. But staff has a big role in that. I mean, the staff are the ones who run the programs. The board members should not be in there saying, Well, I think we should have this desk over there and that person should be reporting to this person. That’s not the staff’s job. The only staff member that ever, that’s not the board’s, that’s, that’s, that’s not the board’s job, right? The only staff member that should ever report to the board is. The CEO, the chief development officer should report to the CEO, the chief marketing officers, or, or the chief financial officer. They don’t report to the board. Yes, they should have a good relationship with the board, and sometimes if there’s board members that have expertise, They should be consulted with, you know, what’s your advice on our budget? Maybe you can help us, you know, trim some of the fat in our budget or decide what equipment we should buy because you know a lot about technology. Those kind of things are good to give advice, but not to be making decisions that belong to the staff. Let’s talk more about that board chair CEO relationship. That should be, uh, it should be very collegial, right? They should, they should be talking often, once a week, or, you know, so, uh, uh, it’s please, a little more detail on how, how that’s an ideal relationship. Yeah, I, I think that you, the one point you said about meeting, I think once a week is great. The board chair and the CEO are the ones who set the agenda for the meeting, and they should be working together to do that. And you know, a lot of times board chairs have a lot of great advice to give CEOs, even though they’re not running the organization. The CEO is, but they’re the ones that the CEO can turn to and say, you know. I’m really having this problem with some of the personnel, and do you have any advice for me or, you know, what kind of relationship they have really makes or breaks the organization and at the meeting, the CEO gives the CEO report, but they shouldn’t be running the meeting. The board chair needs to be. Person who’s strong enough to run the meeting, keep things moving on time, and make sure that, you know, nobody’s disrupting the meeting when they shouldn’t be, you know, those kind of things belong to the board chair, but I think it’s really almost impossible to run a good organization if you don’t have a good relationship between the chair of the board and the CEO. Another important board relation, uh, board responsibility, you, you, you mentioned it quickly before. I wanna go a little deeper, is the, uh, evaluation of the CEO. Where, where does that belong? Is it a committee? How, how, how is that done? I think it can be a committee who does it usually if you have an executive committee, which is normally your board, uh, officer’s chair, vice chair, and the vice chair’s position is also, while I’m on that topic, really critical because in most cases they’re the person who’s gonna assume the role of the chair and if you don’t have some kind of a succession plan in place. All of a sudden your board chair’s term is over, and then what do you do? You’re starting from scratch and saying, well, gee, we can’t get anybody to be board chair. We asked for volunteers. No, you don’t ask for volunteers. You carefully plan who should be. A good chairperson and that person is then maybe the vice chair for a year or two, and then they move into that position. So, they’re learning from the chairperson and the, the other officers like the treasurer or the secretary, and sometimes you know the executive board people even put heads of committees, important committees, maybe the marketing committee or the development committee. But usually, it’s the officers of the board that do the evaluation. However, I, I love to tell horror stories. Here’s another horror story that, that I had from a client. Um, it was time to do the executive chair’s, uh, evaluation, and they had the executive committee do the evaluation and decide how much of a raise the CEO was gonna get that year. And they made a report at a meeting with other staff members, like people that reported to the CEO, and they told The they gave the CEO’s evaluation in front of all these people who reported to the CEO, and it was just horr including how much of a raise they were getting, and I thought, oh good heavens, you don’t do that in front of members. That’s a thing that’s done privately. You don’t even, you don’t even do it right. Well, and you’re, when you’re deliberating, when you’re deliberating, the CEO leaves the, leaves the meeting, or, or maybe it’s done in a committee between board meetings, but But uh, and then of course the, the evaluation of the CEO, you know, the, the, the conclusions that obviously includes the CEO, but yeah, no, to have people report or any, anybody, everybody ultimately reports to the CEO. So I have other staff there during the. CEO evaluation. No, no, that, that’s horrible. I, I’ll tell you, I have seen some real horror stories meetings. So sorry to give you all these negative stories, but that’s why it’s a revolutionary board because you’ve got to turn it around and And sometimes start from scratch and you know the British are coming, the British are coming, let’s get out here and do something about it. Well, so, so in the revolutionary board, our, our enemy is bad board practices, right? Absolutely. OK, so we do have an enemy in this revolution. Yeah, we do. All right. It’s time for Tony’s take 2. Thank you, Kate, as we share the mic, swing it back and forth between each other. Um, yeah, this book, uh, Planned Giving Accelerated, The Cut Through the Shit, no-nonsense practical step by step guide to launch long, to launch legacy-giving fundraising at your small to mid-size nonprofit in one week with bequests. The title may be longer than the book, Did You Need a Nap, is moving fast along. Uh, it’s gonna publish on September 15th. The final editing has been done, so that’s 2 rounds through, uh. Line editor, copy editor, line editor, copy editor, and then proofreading, the designer gave me the book cover designs. Designs because there’s more than one version. There’s a hardcover, which is full color, there’s a paperback, which is black and white, and there’s a Kindle version, and each of those has to have a different. Design, certainly different designed cover, but then the internal pages are, are different also, so you got, you got different designs going. So I’ve got those, just today, actually, the day we’re recording, I got those final designs. September 15th is, that’s, it’s more than just the goal. I mean, that’s, that’s the date. I’ve been promising this for, Uh, at least 6 months I’ve known September 15th, maybe, maybe even longer. Maybe, maybe September 15th has been the goal for a year. I don’t remember how long, but it’s a long time. So, September 15th, it’s, it’ll come together. We’re on, we’re, we’re actually ahead of schedule between the editors, the designer, the marketing team. We’re actually a couple of weeks ahead of schedule, so that’s very, very good, very good. So the book is coming fast. Uh, if you would like even more info on the book, you could go to Planned Giving accelerated.com, Plannedgiving accelerated.com. You could join the book waitlist there. That’s, that’s the only place you can do it. It’s not like you have a choice of where else to go. That’s the place to join the book waitlist. So 9:15, September 1515 September 2026. That’s the book launch date for planned giving accelerated. And that is Tony’s take 2. Kate sitting next to me. I just want to say I just saw the book covers like right now before we started recording and it it gave me a chuckle. It gave me a little giggle, but also your title always gives me a giggle too. But seeing the title on the cover gave me a very good chuckle. Excellent, excellent. We’ve got Bu butt loads more time. Here’s the rest of A Bored revolution or just Improvement with Linda Lisakowski. Uh, other board responsibilities, recruiting board members. Right, I think that’s incredible that people, it, it really is important that people Um Start thinking about people, not just when it’s time at the December or whenever the term is up, but they should be thinking all along about, gee, you know, I think so and so would be a good person to bring on this board. OK, well, give that name to the governance committee, and they’ll do some investigating. Maybe they’ll arrange a meeting with that person and discuss with them if they are interested in being on the board and if they’re willing to take the responsibilities. And the other thing that’s really critical. is having job descriptions for all your board members, because you don’t have anything to recruit with if you don’t know what you want that person to do. You would never hire a staff member like this. Oh, I met Sally and she was really a neat person, so I asked her to join our staff, and she’s starting on Monday, and she comes in Monday and says, oh, OK, what do you want me to do? You don’t ever hire staff like that, at least I hope you don’t. But that’s unfortunately how a lot of board members are engaged. They’re recruited, they don’t have a job description, they don’t know what their responsibilities are, and then 6 months later, you say, boy, they’re a lousy board member. They’re not doing what I expected them to do. Well, did they expect to do it? You know, they’ve got to have those job descriptions clearly laid out, and if they’re not filling that job description the way they should be, Then somebody needs to talk to them, either the chair of the board or the head of the governance committee and say, you know, when you came on the board, here’s things that you agreed to do, like attend maybe 75% of the meetings. Nobody can ever usually make 100% of meetings. People get sick, they have to go out of town for work, but you should have a minimum of how many board member, board meetings they can attend, they have to attend because Otherwise, they’re just gonna say, well, I’m on the board, but I don’t really feel like going to any meetings. I, I once was talking to someone that said they had a, a person on their board who was a leading executive in one of the top companies in the country, and the person never showed up at board meetings, never got their company to contribute, never made a personal contribution. But they had her, her name on the board because it looked good and that you don’t wanna have either. You, you don’t wanna have somebody on the board. Just you can have an honorary board or an advisory board where maybe they don’t have all of those demands to be at meetings and get actively involved and to give. We didn’t get into fundraising yet. We will, we will, I’m sure we will, but it’s critical that board members. Live up to those commitments that they agreed to, but if you don’t have the job description, if you don’t have any agreements in mind, Then how do they know what they’re supposed to do? What else belongs in there in that, that, that job description or set of expectations? So aside from, you know, board meeting attendance, what else do you think belongs in, in the, the, the board member job description? I think it should give them a, a description of the board committees that you have, and in most cases, I think every board member should serve on one committee. Maybe they’re on the Technology committee if you have one, or maybe they’re on the development committee or maybe they’re on the governance committee or maybe they’re on the marketing committee, whatever, or maybe you have a program committee, but wherever their expertise is, they should be serving on one committee. They don’t have to all chair a committee because you probably have more board members than you have committees, but, but they should be willing to serve on a committee. They should definitely have a, a, a. Uh, an agreement to donate money, but I think one of the biggest mistakes organizations make is they set a dollar amount and say, board members are required or expected to give $1000 a year. Well, maybe some people would be great board members, but they really can’t afford $1000 a year. But the worst thing that happens is you bring somebody on the board that could easily give you $10,000 or $100,000 a year, but if you say in your job description, $1000 a year, you know what you’re gonna get from that person, $1000. People give what they think is expected of them. So, I think rather than saying $1000 or even $25 To make a statement in your job description that board members are expected to give at a meaningful level, and that meaningful level is gonna be different from everybody, so I don’t think you should have one amount and require every board member to give that amount because you can lose some good board members, but you could also lose a lot of money from the board members who would and could give you a lot more. 0 $1000 is what’s expected, so that’s what I’m giving. So a, a personally meaningful gift, right. Mm, let’s keep going on, um, there, there are these, well, yeah, we’ll get to fundraising. That’s a big one. I wanna, I wanna talk about the legal duties where all board members have a duty of loyalty, care, and obedience, which are legal duties because your board members are fiduciaries. They have legal responsibilities to your nonprofit. Uh, that’s, that’s why a lot of nonprofits have. Um, directors and officers liability insurance in case the directors don’t meet their legal obligation. I mean, we, we’re talking, we’ve been talking so far about things that are not legal obligations. They’re more ethical and really moral, I think, if you agree to join a board. And, uh, like the duty of loyalty, you know, to put the mission first. Do you wanna, do you wanna flesh out any, any more on the, The, the duties. Well, I think, you know, a couple of things that are important is one is confidentiality. You don’t ever hear something at a board meeting that’s confidential within the organization and go out and blurt it to everybody in the community. Well, this organization is ready to fold up or they’re considering merging with somebody or their budget is a mess or somebody in the organization has absconded with money or something. I mean, You have a duty to report that to the necessary authorities if it is something really serious like embezzlement, but you shouldn’t go out and talk about the organization to everybody under the sun, and I, I just feel like a lot of times people don’t understand that. Ethical, I think like you said, it’s more ethical than it is sometimes legal responsibility, but also one of the things that I think is really critical is that board members look at the 990 form that every nonprofit has to fill out, because if they don’t. They don’t even know sometimes how much money is coming in and where it’s going and maybe what the salaries are, so they do have an obligation to be aware of things like that that affect the organization. Well, that, that goes to that, that goes to the duty of care, I think that you’re, that you’re tending, you’re a good steward, um, you’re evaluating the finances of the nonprofit, right. OK. Um, also, uh, within the duty of care, um, being prepared for board meetings, not only attending, but being prepared. I’ve been to meetings where, you know, some people are cracking open the book and that was sent to them a week in advance and they’re poring over it looking like, you know, this looks like their first read, and here we are, it’s 5 minutes before the meeting starts. You know, that is, that is not. Adhering to your, your duty of care. Yeah, back in the old days, I used to call it the ripping envelope syndrome because everybody mailed out a board packet, hopefully they did at least a week ahead of time and usually had the, the budget in and things like that, and The meeting would get called to order and the board here said, well, the first thing on the agenda is approving the minutes, and you hear all these envelopes ripping open. Oh, I guess I better read those minutes now. Well, now it’s all. Most of organizations send it electronically, so instead of the ripping envelope, I guess you have to searching your iPad for it or something. I don’t know. But I think that’s, sadly, that’s what a lot of board members don’t take that seriously, that they need to come prepared to the board meetings, not just be there, and if they’re prepared, then they’re gonna have questions. I, I’ve sat on several finance committees for organizations because I used to be a banker and people always shoved me on the finance committee for some reason, and I, I used to think, am I the only one here who has any questions? Like nobody else ever raised a single question about anything in the budget, and I, I thought, well, I don’t want to sound like I’m a naysayer or something, but I just have questions. It wasn’t that I was, they were doing anything wrong, but I had questions about, well, you know, how come we’re only paying this much for that? Is, are we getting a good deal here or what? And I would have a lot of questions, but other people just I think they, they think the financial stuff is beyond them, so they don’t want to ask, and maybe they’re afraid they’re going to embarrass themselves, but don’t ever be embarrassed to ask a question, because as a, as a staff member, I appreciate when people ask questions like that because I want to give them all the answers and, and have the board members know what’s going on. But a lot of times people are afraid to ask questions, so come prepared, and if you have questions, jot them down ahead of time, so when that’s covered, maybe it’ll be explained as, it’s usually the financial reports that people have a lot of questions about, but um, You know, if it’s not explained, then ask your question and don’t be afraid to look like you’re dumb or something like that. You’re just knowledge. You wanna be knowledgeable because that’s your duty. You’re fulfilling your duty of care. How did that feel? Did, did you feel? Uh, awkward asking your questions. Did it, did you, did you end up suppressing your questions because you were the only one asking, or did you go out and still, you know, continue to be the, the sole questioner? Well, you probably know me well enough to know I’m not exactly shy, Tony, so, well, I want, I want our listeners to know. So I can tell you I don’t stop asking the questions, but I used to leave meetings wondering like why wasn’t anybody asking any questions about this because I, I sat on one finance committee where I wondered why some of these other people were even on there because one was a former teacher and one was an air traffic controller, and I thought, you know, they don’t exactly pore over budgets all day. At least I know. The questions asked, but then I wondered why were they on the committee, you know, they should have had some people that were a little more knowledgeable. Oh, they were specifically on the finance committee, not just because they could be valuable board members, but the, the finance committee, doesn’t sound like the best place. This wasn’t the right place for them. The third duty for nonprofit board members is the duty of obedience. Say something about following laws, bylaws. Yeah, I think that’s important to be, to have bylaws for the organization and to be aware of them. I mean, everybody has bylaws, but how many board members actually read them and understand what the mission of the organization. is, I, I often have met with boards talking, usually during strategic planning processes, and I’ll ask them all to recite the mission of the organization, and you can believe if there’s 10 people in the room, you’re gonna get 11 different answers, you know. Uh, because most people really just don’t. They don’t know this stuff, so it’s hard to be obedient to something if you don’t understand it or don’t even know what it is. So board members should know your mission statement, be committed to your mission statement. They should be developing the mission statement or maybe usually mission statements don’t need to be updated too often, but your vision statement might change and Board members need to be aware of those things, and like you said, be obedient to the bylaws. If, if the bylaws say your terms and uh you can have 3, 2-year terms or whatever, and term limits is another tangent that I could probably go on forever talking about term limits. And some people say, well, we don’t have term limits because we don’t want to lose good board members. Well, you don’t have to lose them just because they’re not on your board anymore. You can keep them engaged. They could maybe move to an advisory board if that’s appropriate, or they can serve on a committee, but you keep them involved in other ways. But what happens when board members If you don’t have board term limits and you just keep recycling the same old people, I sat on a board once before I even was in the nonprofit world. I was serving on a nonprofit board. And When my term was up. I noticed something, well, before my 6 years was up, I noticed that the same people would go off the board 1 year, and then next year they’d come back, and I thought, we don’t ever seem to get any new board members. We’re just recycling the same old board members. And when my term was up, the CEO said, well, thank you for your service. You know, you have to be off the board for a year, but then you can come back. And I said, I know I can, but I won’t. And he said, oh, did we do something? Are you upset? I said, no, I think this is a great organization. It’s a wonderful organization, but you need to get new blood. You can’t just keep recycling the same old board members. So if you’re gonna have term limits, take them seriously. And yes, sometimes it might be appropriate to bring somebody back that really was a valuable board member, but that should be the exception, not the rule. And I think a lot of people get themselves into trouble by either You say, well, we have board, we have term limits, but we don’t pay attention to them or they take the people off for a year and then next year they’re back on again. So, so those term limits, I think are critical and you need to really pay attention to them. Fundraising, board fundraising. All right, so we talked about your individual giving, that it should be personally meaningful. That’s the best way to. Describe it. Um, what about other fundraising obligations, fundraising or friendraising for, for board members? Well, I think fundraising is absolutely essential, and every board member should be involved in it. However, that doesn’t mean you have to go out and ask people for money. Not everybody can do that. I mean, I’m sorry, but they’re just people who can’t, don’t feel comfortable with that. But fundraising is a 4-step process. It’s not just asking for the money, it’s identifying donors, cultivating donors, making the ask, and then stewarding the donors. So you’re at step 3 before you ever got to ask for money. And board members can do things like help identify people. They can come in and say, you know, my boss might be interested in his company getting involved in this organization, making a donation, or, you know, I have, I used to kind of chuckle when I was working as a staff member before I was a consultant. I was working for a museum once, and I went to a wedding reception, and it was a small. Private wedding, it was held in the reception was held in somebody’s home, and I was talking to somebody there, a relative of my husband’s actually, who said, oh, I hear you’re working at the museum, and I said, yeah, I am. And she said, oh, I really love that museum. I’d like to give you a gift, and she wrote out a check for $500 and I go back from this wedding reception with a check in my hand. But it gets worse. Then I went a couple of months later, I went to a funeral, and believe it or not, I came back from a funeral with a check. I didn’t ask. I just happened to make these relationships, so it was cultivating donors and identifying donors, you know, those who don’t like asking, maybe they can host a cultivation event. They can invite some of their friends or relatives or whoever that might be a potential donor. To come in for a tour or to have lunch with the CEO. When I was a, a development director, about once a month, I would invite somebody to come in and have lunch with the CEO and we had a president’s dining room, and it was real, you know, fancy dancy, and, and people were real honored when they had lunch with the president, and most of the men turned into donors later. So, Board members can do things like that, and they can help steward the donors, making phone calls, signing letters to people that maybe they know or are friends of, and that to me is really important when people see that your board members are, know that you’re a donor and are calling to thank you or writing a handwritten note or something. It’s really goes a long way. So, you can be involved in fundraising, very heavily involved, without ever asking for one single gift. Now, some people have the gift to do that, and sure, then you wanna turn loose and let them do the asking, but I, I’ve had a client once for a capital campaign, and we, they, one of their board members was the unusual person who loved asking for money, and I knew that he was gonna really be an excellent asset to this Capitol campaign, but I knew the rest of the board members were scared out of their wits to even think about asking that for that kind of money. So, when I had the meeting with the board to kind of get him ready for this campaign, I started out by saying, OK, who woke up this morning saying, boy, I can’t wait to go out and ask for money for this organization. And I knew exactly what was gonna happen. This guy’s hand was gonna go up, and everybody else was gonna say not me. And so I called on him and I said, well, Jim, I know you really do like asking for money, so I’m gonna invite you to help me with this training session and talk to people about this. And so we talked to them about how they could identify donors, help us cultivate donors, help us steward donors, and they got really excited about that because it was something I felt comfortable doing. So, A few of them did ask for money eventually, but, but not like, like Jim did. I mean, he was just gung ho over. He loved going out and asking for money, and those people are a dime. They’re not a dime a dozen. They’re as rare as a rare coin, I guess. Uh, the, the, the board member calls, just, just calling to thank donors. You, you can do that for a half an hour before a board meeting or a half an hour after a board meeting. And people would love to get a call from the board member. And even if you’re leaving a message, just saying, this is Linda, I’m a board member with the museum, and we thank you so much for that most recent gift that you gave us. Uh, here’s a number to call back. If, you know, if you, if you’d like to chat, but it’s not necessary. We just want you to know how grateful we are. I mean, you can leave a message like that. These are the, these are the simple low-hanging fruit tasks. Uh, handwritten notes can also be valuable. You could do that for a half hour before a board meeting. And, and, but you want folks to identify. I’m a board member, and, and we’re on behalf of the organization, we are grateful for your gift. Those things mean a lot, and they do. I, I’ve often put together board thankathons and even, even sometimes when they are asking for money, I wanted to tell you another kind of a cute story that I was working with a client who was doing a phoneathon. They were doing a phone appeal to ask for money. And one of the women that came in, as soon as she walked in the door, she said, oh, I really hate the thought of this. I don’t wanna ask for money. I don’t really feel comfortable with this. And I, I called the executive director aside and I said, you know, I don’t think we should have her on the phones because she doesn’t feel comfortable doing it. She doesn’t want to ask for money. I mean, we weren’t asking for large sums of money, it was a phone appeal. But she said, I have an idea. The executive director was really smart. She said, I have a good idea, and I had a stack of Pholithon forms there for everybody to call, and she started paging through them. And she said, this is my mother, but that person doesn’t know, that board member doesn’t know that this is my mother, but I know that no matter who, I told my mother we were gonna be doing this appeal, and I know that my mother said whoever calls her, whatever they say, she’s gonna give $500. And I said, well, that’s great. So I took that form and I put it on top of the pile, and I said to this person, I pulled her aside. I said, I know you don’t really feel very comfortable with this, but how about if I just give you like 2 or 3 forms, and you make a couple calls, and if you, if you don’t like it and you don’t wanna do it anymore, then I, I’ll let you help me with the paperwork, cause I have a lot of paperwork here to do. And she said, oh, that sounds good. She said, I’ll give it a try. Well, we were all in little cubicles in the office. Every, every caller was in a cubicle. And of course, she gets the executive director’s mother at the top of her list, and we literally heard her scream, and she comes running out and she said, you won’t believe this, you won’t believe this. I just got a $500 gift. And I said, oh wow, that’s really great. I said, So are you OK with doing a couple more? She said, Yeah, give me some more of those forms. And she raised more money at the end of the night. We literally had to tell her it was time to stop calling now because we didn’t want to call people after 9 o’clock at night. But that was just an example of how we, we kind of set her up, yeah, I admit it, you know, but she found that it wasn’t as bad as she thought it was gonna be, and, and she raised a lot of money from people, so. Uh, you just never know until you try some of these things, what’s gonna work. Linda, why don’t you leave us with some, uh, parting words about the revolutionary Board. Well, like I said, I, I don’t expect you to put on your red coats and go out and shoot somebody or anything like that, but if you do have a board that is struggling and you don’t know what else to do, I think it is time to do some evaluation. And in the book, I mentioned that if anybody wants any of the forms that I included as part of the workbook, if you want a Word document, So you can customize it for yourself. I’ll be happy to send that to anybody that have purchased the book. Just tell me which forms you want. And also, I have a, I call it a veteran’s discount since, since it’s Revolutionary War-based theme here, that if they want me to do an analysis of their board for them, I’m gonna give them a veteran’s discount on that, that consulting work to help them. With the evaluating their boards, because sometimes you just need an outside party to say, you know, well, this is not so good, and hey, there’s, here’s something that’s good, you should build on that. So, a lot of times people needed some expert help from the outside. As a veteran of the United States Air Force, I, I thank you for offering a veteran’s discount. Well, thank you for your service. That’s Linda Lysakowski. The book is The Revolutionary Board, a workbook to help you assess and improve your board of directors. You’ll find Linda at Linda Lysakowski.com. And you can connect with her on LinkedIn. Linda, thanks so much. Pleasure. Hey, thank you, Tony. It’s been great as always being with you. Next week, non full-time executives. If you missed any part of this week’s show, I’ll do it from a distance. I beseech you, find it at Tony Martignetti.com. Our creative producer is Claire Meyerhoff. I’m your associate producer Kate Martinetti. The show’s social media is by Susan Chavez. Mark Silverman is our web guy, and this music is by Scott Stein. Thank you for that affirmation, Scotty. Be with us next week for nonprofit radio. Big nonprofit ideas for the other 95%. Go out and be great. There we go. After something else. Yeah. What happened? Oh, I pressed cancel.

Nonprofit Radio for August 24, 2026: Calling This Decision Making Only Scratches The Surface

 

Rey Ramsey: Calling This Decision Making Only Scratches The Surface

The book is The Tyranny of False Choices: A Guide to Authentic Decision-Making. The author, Rey Ramsey, reveals his research and thinking that go way beyond decisions. Let’s talk about following your inner voice and moral compass; the three virtues we all need; thought liberation; boundary crossing; navigating defining moments; and, spirituality. Rey is CEO of the Nathan Cummings Foundation.

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Hello and welcome to welcome. To Tony Martignetti Nonprofit Radio, big nonprofit ideas for the other 95%. I’m your aptly named host and the pod father of your favorite hebdominal podcast. Did my voice just crack? Welcome. Like I’m 14 years old. Oh, I’m glad you’re with us. I’d be stricken with papilledema if you made me swell up because you missed this week’s show. Here’s our associate producer, Kate, with what’s going on. Hey, Tony, we’ve got calling this decision-making only scratches the surface. The book is The Tyranny of False Choices, A Guide to Authentic Decision Making. The author, Ray Ramsey, reveals his research and thinking that go way beyond decisions. Let’s talk about following your inner voice and moral compass. The three virtues we all need thought liberation, boundary crossing, navigating defining moments, and spirituality. Ray is CEO of the Nathan Cummings Foundation. On Tony’s take 2. My book is for the people. Here is, calling this decision making only scratches the surface. It’s a pleasure to welcome the author of the book, The Tyranny of False Choices, Ray Ramsey. He’s CEO of the Nathan Cummings Foundation and Century Capital. He has devoted his career to building and leading social enterprises with emphasis on housing equity and expanding access to technology in low income communities. The foundation is at Nathan Cummings.org. And you’ll find Ray Ramsey on LinkedIn. Ray, welcome to Nonprofit Radio. Tony, it’s good to be here, especially with all the energy you brought in your intro. It’s good stuff. Thank you. Uh, I love, I love, you know, I, there’s some too many podcast hosts. Welcome to this week’s show. I am highly excited to bring on, you know, I, I, I like to, I like to be a little energetic. So I, I hope it, I hope it, yes, I’m glad it motivates you. Uh, not that you became unmotivated, but I hope it, it’s infectious. That’s what I mean. I hope it’s infectious. Wonderful. You have this cool book, The Tyranny of False Choices, A Guide to Authentic Decision Making. Congratulations on the book. Thank you. Can we start with some fundamental questions? What, what are these false choices that you see and, and why are they tyrannical? Well, let me, let me kind of break it down, you know, because when you ask that about which false choices, it depends on what situation you’re in. So it’s less about a list and it’s more about recognition of patterns and looking at motivations and bringing critical thinking when confronted with situations and so it’s, it’s really a book about. Breaking that down and having the proper discernment, but what it, what it is, it’s ultimately remember we all make, we all have choices to make, we all have decisions within that and really it it it says should you make those choices and decisions with a narrow perspective or an expanded aperture and then recognize that there are people, systems, organizations that have a motive. To try to reframe, shape, and decide for you, right? And one of the most obvious, of course, in the age that we live in this digital age and now this AI age are algorithms that are feeding you what someone else is hoping for you to believe and so we’ve got, we’re bombarded with all of these quote forces as I call them and the question is what do we do? What do we do? But, but as much as I like to talk about the external things because it’s very easy to make. Everything about the ex. It, it is what I call the internal whispers, right? And I always jokingly say to people, what, no matter what, you go to bed with yourself every night and you are there without the mask on and you’ve got all of these things that are floating through your mind, very often weight of the past, trauma, uh, carrying guilt, uh, hatreds, concerns, all of those have the potential to distort your ability to make good decisions. So that’s what I mean by, by uh false choices and then I use the provocative language of of tyranny because that means someone or yourself, your inner voice taking over and limiting you. So anything that limits, you know, tyranny limits your choices, it limits your possibility. And I begin the book by talking about thought tyranny and how that expressed itself in my life early on. I, I admire the sort of call to introspection that, you know, let’s control the things that are constraining our choices and our decisions that we have that we have control over, uh, uh, uh, within ourselves versus, you know, those things that we could blame, but we don’t externally, but we don’t have a lot of, or any agency or authority over. So I think it, it feels like a call to introspection. Yeah, that’s a big part of it, uh, Tony, and I, and I, I say very openly, uh, in the book that I rely on the wisdom of, of philosophers and the passion of poets and the philosophers and it’s peppered throughout that I, I’m really, uh, have been into for a long time are, are stoics, um, as well as Socrates and you just. Literally named one of the key tenets which is controlling the things that you can control. Um, I was really motivated a few summers ago, you know, I went to the, believe it or not, I went to the Oprah book, you know, thing and it’s like what’s on here? And I saw this book called The Choice, and I, you know, and I’ve always been obsessed with the concept of choice and so the book was called The Choice, um, by Doctor Edith. Edgar and um what’s powerful about it and I chose to um to cite it in the book was she was captured by the Nazis and was in a concentration camp and she just put a stake in the ground and she said, you know, she couldn’t control one part of it, right, the things that were happening around her and so she says very poignantly I was victimized but I was not a victim. And it was just yet another one of those expressions like that’s the only part that she had control over and she decided to master that part. And we just lose sight of it and I think increasingly we live in a world where people are, you know, you’ve heard the expression, you know, victim Olympics and, and different things like that pejoratively where people are like searching for something else to look at. But the most important thing is to look inward and with all of the tools that I try to express that are available where people say well we should have this kind of training and this kind of program and many of them might work, you know, like media literacy and understanding. How to view, you know, what’s being presented, and I don’t pooh pooh that, but your, your best armor, your ability to discern, your ability, so what we ought to be teaching most if you look at it from young, but we all need it is critical thinking. And we’re gonna need that even more as we have AI and other tools like that. Our ability and our willingness to apply critical thinking to different situations rather than defaulting, um, things. Defaulting our willingness, exercising our agency, and especially as you say, in the age of, uh, of AI, which is, is just so, um, it’s, it’s compelling, it’s convenient. Uh, it, it, it, it, it, it relieves us of, of burdens and, and time, time constraints and things, and, but it’s, um, it’s, it’s a false, I, I, I’m, I’m very skeptical of the. I’m very skeptical of our usage of it. I’m not skeptical of how it’s going to advance. It’s certainly, it, it’s a presence and it’s not going away any more than smartphones are going away. Um, I’m just, I’m just cautious about how we use it and what we see to it in terms of creativity and And, and our, and our, our, our own agency, um, which we’re talking on, which you’re, you’re, you’re, you’re, you’re bringing in. Um, I have on my books, on my nightstand, one of, one of my, one of the books on a nightstand. I’m not a, I’m, I’m not a great reader, but it’s Meditations of Marcus Aurelius and, and some of the, and, and so I’m learning slowly because I’m a slow reader. The stoic, their thinking, it’s a pretty dense book, but, uh, it’s not long, but it’s dense, and, and it takes a lot of thought. But the stoic, I think the stoics, can you talk more about the stoics? You know them better than I do. I have it’s, it’s a 16th of the way through one book remarkable philosophy, um, philosopher Zeno, um, is credited with being the First, and it, it really they flow out of Socrates, right? And so Socrates being one of, one of the most well known modern philosophers, um, of the Greek era, um, influenced. Now the thing about many of them like Socrates, he didn’t write a lot, so what you know about Socrates are the things that were written by his students like Plato. And then people tended to start writing and writing more, but the Stoics came along and, and this core philosophy rooted in virtues. And if you note in the book I talk a lot about virtues, and we’re gonna get to the virtue, yes, the virtues we need, and, and what they really foundationally, you know, put forward is you want this, and this is again flows out of Socrates, this pursuit of wisdom. And then trying to dig inside of yourself to say, how do I lead a virtuous life? How do I lead a virtuous life? And what you know, what you notice missing from there is this sense that you’re the master of the universe and you will affect everything around you. And so what I’ve always tried to do is adapt that, that philosophical belief and, and I bring up this, uh, false choice, uh, in the book and it plays out, right? So you have, think about the fights that we have in society now, you know, and so you have one group that has this horegio Alger belief that like anybody can just make it up by the bootstrap and you can do it alone and rugged individualism. And I look around and I go, I don’t see that many self-contained examples, you know, um, of that. But what we also have to interrogate, Tony, is the other extreme which, and we don’t sometimes realize we’re doing it and the effects that this has particularly on young people, and I focus a lot on young people, um, with some of this part of the message, but it applies to everyone is you say, well, the systems are all broken. And if you overdo that and you take it to the nth degree, you’re actually taking agency from the person. You, you’re getting them to somehow believe, well, actually my actions don’t matter. And I always say like, no, no, no, you’re the lead actor in your play. You’re the lead, you’re the lead. And there are things that are going on around you, but there are parts of that. There are things. Are you gonna opt in? Are you gonna opt out, you know, and some people have advantages over others, so life is not about everything being, uh, you know, even, and if I’d grown up, if my parents had moved, I might have been involved in, in gangs, but we moved. Move to a different neighborhood and then I would have been confronted with a choice. Do I opt in? Do I opt out? Um, do I join? Do I not join? So there are a number of decisions and I call these defining moments in our life that we have to do. So what I try to do is pull together and share a few defining moments of my own life. And then sort of walk the reader through what are some things I leaned on in terms of the tools that are available. So I talk about harnessing various tools and I, I, I keep saying, you know, this is tough stuff, but there’s good news because there are tools. There’s some time tested tools they’re leaning into your virtue and, and fundamental to everything is I think everyone, every single human being born into the world does have a, a navigation device internally. Um, and there have been all kinds of analysis about that where young babies have some inherency of, of understanding certain things that are good, certain things that are bad, and you just kind of know it. I think it travels with us as human beings. The question is, and, and the journey of life is, do you block out the navigation or are you. You willing to listen. And if you listen, it’ll help you guide many of the big decisions, um, that you have in terms of defining moments in your life. That is a beautiful segue, Ray, to what I wanted to talk about chapter two. Your follow your inner voice and moral compass. It’s exactly, this is, this is what you’re, this is exactly where you’re, where you’re headed. Um. Just, yeah, say more about what, what you, what you talk about. I, I, I just believe, you know, I grew to believe this. First it was a little bit of mythology because my mom would always talk about it. Your inner voice, your universe, you know, you’re a kid. Would you say inner voice? Let me ask you, inner voice and intuition, we’re talking about the same thing? No, I, I don’t think quite. I, I think, I think I’m OK with words being, you know, and I’m not the judge and jury. Words can be interchangeable, but I, I often will interchange the notion of it. inner voice and a compass and so I use the word compass, you know, um, the, the great management guru Steven Covey, I was enthralled a number of years ago when he introduced this concept of the compass and the clock and what he talked about with management is he said the trick is to align your compass and the clock, the clock, what society tells you, what, what time of day it is, but your compass coming from the inside. And so I always try to use that and earlier in my career when I was reading those books with great intent, that was one of the ones that really got me or or another one leadership from the inside out. So this is all about that expression from the inside and I think, you know, and I tend to be a person and I don’t wear it on my sleeve uh in the book. But I’m not afraid of saying that I, I consider myself a spiritual individual, not really religious, but spiritual, and it just means that there are, it’s relying on faith because I look up and say there are things I actually can’t explain, things I can’t understand, but there is an inner core telling me that there’s a higher order and I should listen. I should spend some time listening and that’s really where that comes from and you know and if you go back to what we were saying earlier with the philosophers, you know, they, they were not, they were polytheistic, but they still believed in gods and, and you know they invented, you know, different um causalities based on the wishes of the gods, but it was still about how do I. Lead a more virtuous life. How do I make the, the noble decisions, the right decisions, and that’s what was so amazing about Marcus Aurelius and the book, you know, that you have, you know, on your nightstand, which is something that I would recommend that you read every few years because it, it, I have probably read it 4 times and I learn every time. I learned every single time because you think of it, this was like his diary. He was not writing for it to be published and he had studied the Stoics. He had got had received information from Epictetus who was a famous um uh stoic and who had written um. Well actually was written about his teachings, um, called Discourses and, and so through that that really influenced him because here you see this man and and Epictetus was a slave and had written about philosophy and now you’ve got this king and that’s why he was called the philosopher king. And, and he was troubled by things that were going on around him, and he was posing those powerful, almost Socratic questions, why? What does this mean? What’s important? What’s real, and so he wasn’t bedazzled by all the great things and plus he also was navigating tragedies in his life, losing children. You know, dealing with war and, and, and asking, does this make sense to have war and so part of it is, Tony, it’s about the willingness to question, right? And this gets away from always just doing things and I, and I use in management, I say to my team all the time I want. You to work on doing some more things by not just defaulting into it and having some intentionality. What is guiding you? What is the North Star? What are we focused on? And I, and for nonprofits that North Star effort is so important. That’s where, you know, we have to avoid the, the, the draw to, you know, conformity or, or tradition and fear and fear of change and scarcity. These are the, these are the things that we, we can easily internalize. Uh, uh, the, and, and, and default to the way, you know, the way you’ve described it. Um, I’d, I’d like to, I wanna make sure we bring this back to decision-making, uh, because that’s the second, the, the, the subtitle of your book is A Guide to Authentic Decision Making. But I, I, I’m, I’m so touched by the, you know, like moved by the theory too. Um, I’d like to spend a little time with the virtues. You, you, you have a section. There’s a couple of chapters. The virtues that we need humility, courage, and perseverance. Please, let, let, let’s spend a few minutes with each because again, I’m, I’m, I’m moved by this part. Humility humility. No, humility. I just, I, what, what it, what it, what does it mean to us? How, how can it, how can it help us be. Better people, better leaders, and, and, and, and even better, you know, better decision makers. First, let me say that, that there is no magic to the number 3 because there are, there are numerous virtues and philosophers debate this all the time. Right, so there, there, there are debates and I’ve recently been reading uh Plato and he wrote about the debate and he was challenging somebody to even define what a virtue. Um, is, so it’s, it, it, it’s, it’s this pull tug, but I thought these three because what I was looking at was what have I leaned on, what have been foundational for me, and, and a lot of people that I respect were always that, well, one of the foundational virtues is courage, um, because that’s the. Willingness to stand up to the status quo, right? So the famous people that we think of the Martin Luther Kings, the people who were willing, you know, Mandela, you know, all of these people were people of courage because they said I’m not going to conform but also going back in history and I talk about Galileo and other people, you are often ridiculed in that time. And so the courage requires I don’t look good today. So what I often tie that is to the person willing to say I’m gonna bet on the arc of history, and it means I might look stupid today, but I’m, I have the courage to stand up for what I believe and what I think is right. When I talk about humility, and I say this in the book, it’s not this cartoon version of humility, you know, it’s like my head is bowed. My voice is low, you know, I’m sort of like taking on these characteristics as though it’s a cartoon. It is very rooted in the concept of intellectual humility which says again to quote Socrates, I know that I know little. And so when the oracle said to him, you’re the smartest. And he questioned that he was the smartest, tells you how smart he really was or this old adage, I don’t know where, where this, uh, came from, but about walking into the great library and then seeing all the books and it should humble you about what you haven’t read and what you haven’t, what you don’t know and so it is adopting this mindset of a of a pursuit and that’s what humility is and what we have. Particularly when I’m critical of policymakers and other people in authority, and, and I candidly I see it in philanthropy when people walk around with certainty. Everything is certain. I go, well, how is it certain because we still have all these problems. We’ve been spending money. And we haven’t fixed it, so that ought to keep you humble, which is what I, which is, and I often point, you know, to different evidence. And, and so if you look at the virtue part of it and think about the policy conundrums that we’re in in the country and the fight back and forward, the red blue fight. And the absurdity of thinking, well, the answers only come from the red side, or the answers only come from the blue side, that’s crazy in the sense of the pursuit of knowledge, and so that means you’re willing to put your tribe, In front of the pursuit of an actual solution. So what I often say to folks is if you actually care about that issue, your pursuit is almost uh without boundary. And so the more you erect all of those boundaries, it means you’re actually not putting that first. You’re putting my political identity, my, my Facebook group, my, you know, willingness to have everybody say I’m cool, you know, the concept of signaling virtue. Virtue is not about what you signal, it’s about your beliefs put into action. And so that’s really what that’s about and it’s this moment of truth that we all have because everyone has defining moments and at the very, very beginning of the book Tony, I, I, I mentioned something um that I used and it means a lot to me because a number of years ago. I was a commencement speaker at my alma mater and I have to get in Rutgers because I love Rutgers. Great. Rutgers University, the, the, the university of the state of New Jersey. I, I, did you grow up in New Jersey? Did you grow up in? Yeah, where, where, where, wait, wait, wait, wait, wait. Where’d you grow up in New Jersey? Little town called Atco. Uh, I don’t know where that is. I grew up in is near Berlin, which is the next big city is, uh, Cherry Hill. Oh, way south. OK, yeah, way, way south, because I’m, I’m a Philly kid, so close to Philly, right, close to Philly. All right, I grew up on the other end of the, I grew up in, uh, up in Bergen County. 00, of course. Well, and having gone to Rutgers and I knew a lot of people from Bergen County, but the message was in front of the students I said, congratulations, everyone is an artist, and this is my belief in life. I said everybody’s an artist. Yeah, you say this in the introduction in the very beginning, and, and it goes back to this notion of defining moments. And so your defining moments are, are reflective of what is on the canvas that you’re gonna leave behind when you leave this world. We will all leave behind the canvas. It will be the Ray canvas, the Tony campus. We, we leave that behind. And what’s on. It is are are are how you’ve handled the defining moments of your life. And then I asked the question, will it be tepid shades of gray or broad strokes with bright color? It’s up to you. So again, that’s back to the agency. That is up to you. And so this is why when I was writing it I said it’s not a story about me, it’s a story about us. It’s, it’s all of us because we’re all making decisions. When my brother read it, he said, wow, it made me think back to some of the things I did, didn’t do, you know, choices that I made, and he’s a military or was a military person. And, and different choices and decisions. I’m, I happen to be very proud of him, but I love the fact that he was being reflective on what made me make this particular decision versus that. Was it my own? Was I being dragged into it? What were was I influenced, uh, and so these are just things to just be aware, not to walk around in a state of paranoia, but also to be aware. Because there are, you know, external forces in addition to internal, but the external often are connected to money, power, status. And so they, they want to project that, and so they’re, they’re spending money, and even it makes me laugh, but we have positions called influencers. Like years ago you wouldn’t have had something going. They’re literally openly saying my, my role is to influence you. So you just need to be aware. It’s time for Tony’s take 2. Thank you, Kate. Just within the past. 2 weeks. My book got rejected. By Arguably the two most prominent. Media outlets in our nonprofit community, uh, the Chronicle of Philanthropy and nonprofit Times. Neither one would, uh, excerpt or review the book. It didn’t meet their conventions. Uh, I think what they didn’t like is that it has shit in the title. It’s not a conventional book. I mean, you know from the title, well, they knew, uh, they may not have even gotten past the title. I, I don’t, I don’t know how far they got, but, uh, as a reminder, the title is Planned Giving Accelerated. The Cut Through the Shit, no-nonsense, practical, step by step guide to start legacy giving fundraising at your small to mid-size nonprofit simply in one week with bequests. The title may be longer than the book. Did you need a nap? This is not the kind of book that’s ever gonna be in the Columbia University nonprofit fundraising management curriculum. And clearly the, uh, legacy nonprofit, uh, media don’t care for it, uh, as well, but it’s for the people. The book is for practitioners. This is a practitioner level book. Start planned giving in your small to mid-size nonprofit simply within a week, starting with bequests. This is a book for our nonprofit professionals. It’s for the people. It’s not for the media outlets, legacy media outlets, maybe dying. Oh, they, I’m not even gonna get into the, the diatribe about. Dinosaur media, legacy media, but The book is for the people. It’s not for the media, so. You’re not going to find it, uh, reviewed or excerpted in any. Nonprofit. I’m, I, I’m trying to avoid, uh, uh, uh, I’m, I’m trying to avoid. Excessive adjectives here. You’re not gonna find it in the nonprofit major media outlets. Say it that way. But you’ll find it direct to the people, and that’s who it’s for. It’s for you, the nonprofit practitioner. That is Tony’s take 2. Kate, Yeah, it’s their loss, but also. What I, I may not be saying the, the quote right, but I think it’s all criticism is good criticism. Or useful criticism? Uh, that may be, but I’m not, uh, I’m not really internalizing their criticism. Uh, quite the contrary, I, I, I wear their rejections as a badge of honor. We’ve got boou butt loads more time. Here’s the rest of calling this decision making only scratches the surface with Ray Ramsey. Again, it’s, it’s the introspection, uh, but you’re describing what your brother did in, in reaction to the book. Yeah, I, I, I just did, I admire the idea. You, you’ve hit on this a couple of, we’re gonna come back to the virtues. You, your three, the, the way you identify. We’ll, we’ll come back to courage and perseverance, but you’ve mentioned a couple of times, the defining moments in life and, and, by the way, I love the, uh, I love the metaphor of the canvas. Is it gonna be shades of gray or, or a colorful, colorful and, and, and, and bountiful. Um, talk, share, share a story, uh, your own, one of your own defining moments. I, I, I’ll share one that, that’s in the book, and you know, there are many and there are things to be learned, and there’s also pain, right? And so at a book event, a young person was asking me a question and, and I said to her, I said, well, what you’re really trying to ask me is if there is a consequent free. Decision and I go, no, no, because the big defining ones, they all have consequences, right? So it’s not to be in pursuit of having no consequence because that’s the false choice like you’re, you’re trying to look for the one that has no and it, it’s not true, but I, one of the big honors in my life was being the chairman of Habitat for Humanity International, so not a small group. And one of my heroes in my career that I met when I was a young lawyer and actually patterned a lot of my career after him was Millard Fuller, who founded Habitat. And he was a lawyer. I too was a lawyer. He gave up the practice of law to start and go into housing. I did the same thing. He started his own organization. I also did the same thing. I met him as a young lawyer and he was very charismatic and he put his arm around me and said, Young Mr. Ramsey is my lawyer, and he had the Southern voice, you know, and all the Southern charm. I was like, wow, you know, I was like, whatever Miller wants, Miller gets and. When I, when I got elected, because we had elections and we did a town hall meeting in, uh, America’s Georgia, which was where the headquarters was and it was packed in this church and he said to the audience something that actually wound up being. Prophetic, at least in the minds of people in the habitat world, and he said, and he always called me young Mr. Ramsey. I was younger, and he goes, You, you know, young Mr. Ramsey, Brother Ramsey is going to be the most consequential chairman in the history of this organization. So I was Tony flying high and I would say in a matter of weeks after just flying high, I was home one evening and the general counsel called me and at first I was annoyed with her and she goes, Ray, are you sitting down? Who calls somebody to say, are you sitting down when you’re at, it’s 9 o’clock and you’re at home, of course I’m sitting. I go, of course. You know, Regina, I’m home and I’m sitting, and she goes, well, I’m, I’m here with the head of HR. Well, let me tell you, if I wasn’t sitting down, that would have made me sit down or stand up and run. It’s a bad com combination and this, and she just said, I have an accusation, and she knew how close I was with Miller of misconduct. And I always avoid, even in the book, I don’t go into it. It’s not hard for people to discover what it is, but I didn’t want to make it about salacious details, but it was bad enough where lawyers had to be, um, brought in, and, um, and I’ll never. In Nepal um on a trip and he called me and and he was so ebullent about how wonderful the trip was going and then I had to interrupt and say, well, hey, I want to bring something up, and again, the lawyer in me, it’s like you have to do this orderly, and I said, here’s the accusation, but I’m hiring a lawyer, so everything is going to be treated fair and confidential, and at first he was OK and then I got this call a little bit after that and he just took my head off along with his wife. Um, who was part of the organization. Long story short, this dragged on for a while. It was ripping the organization apart on the inside. He was extremely popular, and you’re the chairman, right? You’re chairing the board. I’m the chairman, but he is popular all over the world. We signed an agreement with a big firm that was called Women’s Bill because this matter had to do with women. And it was a women’s build, and the chief marketing officer calls me and he goes, If you don’t get this matter settled, you know that $50 million it’s gone. So that was one threat. We had affiliates who were calling and threatening, if this isn’t handled right, meaning basically leave him alone, we will pull away and start a new union. Um, and then you had board members who had differing perspectives because I was still the new younger guy, and this is the legendary founder who was an award winner and my friend. And so the defining of all of this was the pull tug and being a human being and at different points people giving me an off-ramp saying you could drop this, you, you could let it go. And then receiving the other side where I got this letter one evening from someone who was impacted by the same type of incident saying to me, you’re fighting our fight too. And so it was this enormous strain, you know, back and forward, and he was a dear friend and my and my mentor. And it all ended up and then President Carter got involved. I, I, I won’t ever give all the details of that other than um they had been friends for a long time, so it’s not easy and President Carter invited us to his home um for a mediation. And my first instinct was not to do it right because they’re friends and but who turns down a Nobel Peace Prize winning president? You take him up on the offer and we sat at that kitchen table going backward and forward. Long story short, it ended up with me terminating his employment. And when I gave my farewell speech um at Habitat I said we kept our corporate partners, we kept President Carter involved, we lost no affiliates and we continued to press ahead with our uh fundraising effort and the man that I hired at that time that we voted on as a board, Jonathan Reckford is still the CEO today. And so the organization flourished. I lost that friendship, um, we spoke only one more time after that and then he, um, I get this notice that he had passed away and I went to Ebenezer Baptist Church where the service was and attended that funeral and it still leaves a hole because I wanted it. To have that human conversation with him to see if we could resurrect some of that despite the pain of the separation, which was the right thing to do. But there are consequences to it and so I just had to deal with the consequence of that. It was very difficult and I disappeared for a long time and this was, I met with Jonathan, the CEO, as a courtesy, um, last year to tell him I was writing about this a little bit but not in a salacious way. And we just exchanged stories. We were grateful, we were marking the accomplishments of the organization, but it was at a critical point and it was about the values of the organization, and it’s about, do you stand by the virtues of this great organization or do you do what we too often do in society, um, the hero worship. And, and just put individuals above the cause and above your values, whether it’s based on friendship, whether it’s based on ideology, right, and you fundamentally can’t do that. And so my mom was alive at the time and she said, God rest her soul, go with your, your inner core. It’ll be the right decision. Just go with that. So that’s, that’s an example and so our defining moments are not always that dramatic and it was tough because I was dealing with the newspapers. I’ll never forget getting ripped by a paper in the South. I was so angry, so I got a taste of them and I was like, how the hell could they do this? And they never called me and they wrote because it was all favoring him and I had a PR and crisis management firm that I argued with because they wanted to do more counterpunching. And I adopted my own strategy, and I said, and it’s not always right, but I just said, you know. I’m the new guy, um, he’s a legend. I kind of have to show the Habitat family that I can take it and that it’s not about me, it’s about the mission, so I’m gonna take it all. I never responded, never responded and took a lot of incoming um fire and then the Washington Post finally did a story because there was a blog posting. And a former person associated with the organization basically posted something and the reporter got a hold of him. So by the time the reporter got a hold of me, he had information that a lot of the public didn’t have that I refused to release. Because if I did, I, I, I’d have looked like a hero, but I wasn’t gonna quote win that way and it wasn’t about Ray winning, it was about advancing the organization and so you take it and that’s what I said and then I disappeared for years and I, I gave one public speech during a habitat fundraiser because one of our biggest chapters is in Jacksonville and the place was packed so everybody was like, now we’re finally gonna and. People cried because I still honored him and they thought that it was gonna be a moral, you know, uh uh you know like this battleground, and I said because I love the man. And so it’s not about that, and we’re all flawed. And, and so it’s not about that, but I spoke about it because I said, here’s what’s going to happen today. All of you have heard rumors. There’s a lot of back and forward, and I’m going to tell you the truth whether you like it or not, and I’m the only guy that was in the room for every important decision that went into what happened. And then I just went through some of the key things and then people were like, oh my goodness, but I would never go to the media, never make it a thing because I think that organization is so important it’s important in the world today and you, you have to make choices and it’s not always going to be easy. So I shared it in the book it’s the first time I ever wrote about it and I cried as I was as I was typing. So that was a longer answer than what you wanted, but that’s a, that’s an example. That’s a, that’s a poignant story, right? Uh, and the, the tension, you’re, you’re the guy you loved, your mentor, young Mr. Ramsey, he called you and, and, uh, I, you know, it’s. I, I, I can’t summarize. I’m not gonna even summarize. It’s a poignant story with great, with, with great lessons, and there were, there were enormous consequences for you personally, for Habitat for Humanity, for Millard Fuller, uh. Yeah, but his mission is great. His mission endures. He did a great thing. He did a great thing for the world. Leave the story there. It’s outstanding. That that’s, uh, um, let, let’s go back to the virtues, uh. Courage, courage I don’t think we need an example. I don’t, I’m not gonna ask you to say there’s so there’s so many, right? But it’s, well, but that’s a great one. But, but that’s a great one. But how do we, how do we bring ourselves in the moment? Do, do we, we, do we recognize now that, that was a big one. You, you probably recognize that. I don’t know, you’ve, you’ve personally called it a defining moment, but you knew you were in something enormous. You’re the chair of the, the organization and Uh, a, a, a beloved founder is now the salacious accusations and you knew you were in something big, but how do we know? How do we know when, when, when to, when we’re in, well, the decisions are the decisions are universal, they’re ubiquitous. But how do we bring courage? How, how do we, how do we, how do we find our inner courage because I think we all have it, but how do we bring it to the surface? What, what we do. You know what it is? It, it’s fundamentally, this is an opinion, it’s not science. It’s fun fundamentally remembering where does your actual. Self worth come from. And when you do that. You’re able to do things because courage is what you’re looking at when you have to, and again I use the sort of the Emerson Emerson approach to it, which is famous quote shun conformity. Which was always attractive to me growing up because he was just like I don’t believe in conformity. I’m not just gonna conform with the norm and so we are all challenged with that, right? And we have friend groups and you know and the concept of groupthink and it’s like we’re all confronted with that like should I raise my hand? I’m the only hand that’s gonna go up for acts of courage, right? And so, but what you’ll see, and what I would say to people is if you give that a shot, you’ll be amazed on the other hand. Where the consequences aren’t what your brain is like telling you. So like the inner voice like, oh my God, oh my God, I’m like, what was, what was the worst thing? Few people looked at you and said, Tony’s nuts. You never don’t like, like, and then you realize like, 00, OK, I, I can, I can raise my hand, and of course you’re going to calibrate, right? And so if you’ve got like the board of directors there and you want to be this out, like you pick spots, and that’s OK. But it’s mostly like, recognize what’s going on. And sort of keep tabs on that and then say to yourself, I got to break this habit. Like you don’t have to do it every time, you know, no one is asking you to run in front of the bus, you know, needlessly, but it is recognize what’s going on. Is there a pattern. And then does that affect me as an individual? What does it mean for my organization? What are we blinded to, you know, and again, I couldn’t resist citing the, the, the, the famous case of a, of an organization that just lost sight of itself in terms of conformity, you know, and that’s Kodak, you know, and I say to young people and they’re like, huh, what? Because they never heard of it, but I still use it, you know, it dates myself. And I go, they went bankrupt. And, and then when you look at it, you do the research and you see, well, they actually had, had an engineer that discovered how to do digital, um, um, um, photos, and, and, but they were like, oh my God, but we get 90% of our revenue from film. And so we, so they put it on the shelf until Canon and Sony came along and like, poof. You know, and so it’s like a reminder in your organization. So remember when I was writing this, I, and I, I said to the publisher, I said there are 3 dimensions of thinking about false choice, self, organization, and nation. And so in this case, it was applied to an organization. So the groupthink of the organization was pervasive and they stunk. And so if you look at the winners, the people who are like winning, you know, like Steve Jobs and what he did with Apple, right? And he didn’t let sometimes. The false choice can be the small, right? So you get yourself caught up in the tinkering, and I often say to people like Apple’s not great because they have the best technology, you know, they picked the lane and say we’re going to focus on creating these elegant, wonderful consumer driven attractive tools. It’s like a lifestyle. You want it in your hand. They knew what they were doing and so Jobs would take all of these risks. The challenge for Apple is, are they going to take more risk or are they just going to continue to collect coupons of money? And so, you know. Fate will, will, will, will let that be determined, but this is what happens to organizations. This is what happens to countries. And so if you just continue, it’s like I, I, I joke when I look, you know, at our own country and I go, boy, you’ve got to work awfully hard to spend $2 trillion more than what you take in and still fix nothing. And, and yet we’re having this fight, and I said this to a well-known, I won’t say his name, but a well-known guy that has his own show and started out at a newspaper and we had, it wasn’t a debate, but I challenged him and people in DC, we were together and said, you two guys should get together. And, and I said, you know, I said his name and I said, I, I just, my only thing I want to ask you is, you often write. About quantitative, how much, how much, how much, how much, and there seems to be a virtue attached to if I’m willing to spend more, I’m more virtuous. But what, what happens is you just bid that up and then you never have what I call the qualitative conversation or I had a reporter, you know, uh, get a hold of me and he, you know, because the, the, this administration was, you know, taking some shots, you know, at philanthropy. And he was like, what, how are you responding, you know, the classic like, are you gonna rally around? I was a little bit of a contrarian, first I was a little flip and I said, well, I like the letter R, so the reporter looks at me, what the hell are you talking about? And I go, well, my name is Ray Ramsey. And then I go, but let me explain what this means. And I said, and this kind of sums up how I think. I said there are 3 groups. And I said, right now you have one group that all they wanna do is reduce. So there’s a blind sense of like, if I, if, if I reduce, the world will be better. But you have another group that all they wanna do is restore. And then they want you to believe, well, if we just restore all the cuts, it’ll be great. And I’m like, I don’t know when that great time was because our schools have been in decline for a while. And I said, I’m in the 3rd R, which is reform. And I said, and that group gets the least attention. Because of the, the false choices being belched out by these two. And, and, and we don’t, those of us who care about that, so like we’re being blocked out. We’re we’re being blocked out. So I am like, I, I’m trying to encourage people, I advise different folks, I’m not going to go into it, but about displaying the courage, particularly from a policy standpoint, to step forward when you see nonsense. But it’s easy. To spend, because as I say to people, Santa beats the Grinch. But yet we have this perversion that’s like, oh, it’s an act of courage to spend more. It’s just not courage. It’s that courage to spend the next generation? What you want are solutions, so we’re asking the wrong question. And so I, I talk about it in the book and I, and I, and I say we need radical pragmatism. Radical in the sense of the courage to step forward, pragmatic, taking concepts and ideas where they come. But you have in these boxes, and that’s why I like the design is like red and blue, but it happens in organizations like I said, it happens to us as individuals. And this is, this is where we get to the, the, the tyranny of limited choice. Yes, and it’s like, and it doesn’t have to be. So if you think about education. When you look at the the the big 40 countries in the world and you look at where the United States, you know, lands, how in the world does that keep happening? And I look at people and I go, and we just pass budgets every year. And so the whole thing is like, what’s the number, what’s the number? And so the number becomes a proxy for solutions, a proxy for getting to making things better, and we should not allow that. It is not a proxy for doing the thinking, so we have to put in the extra work. But it’s easy, which is, yeah, which is more difficult, exactly, which is a harder, which is a harder process, but you’ll end up with a, a, a much greater outcome because nothing worthwhile is easy. Otherwise, we’d be, we’d all be doing it. I, I, I didn’t want to interrupt you. You referenced someone named Emerson. Who’s, who’s that? Ralph Waldo Emerson. Ralph Waldo, OK, OK. Yeah, and, and I, I just. Early in my life when I was reading and I studied literature um as my minor and I remember coming across some of his reading and I was just like wow. So my brother was like, well, you got some of your old greatest hits in there because he said, I know you throw Thoreau in there, and I go, you betcha, you know, and of course, you know, Emerson, and we laughed about that, and I said I couldn’t have, but they all influenced me as I moved through different positions because the other thing is the arc in the book is I give these different examples like being out in Central Oregon, you know, and I called it, you know, my learning journey there. At every spot, I was humbled because I had to learn something all over again. And so when, when in Oregon, and the governor appointed me to be the head of housing for the state, I was a 29 year old and I had no prior background in housing, and yet I was in charge of housing and homelessness for the entire state. And I say to young people and I go, and there was no internet. They look at me like, how, how, what did you do? What did you do? I said, you got out of the library. You know, it seems weird, and I would sit in the library at night reading and learning about these things, and then that’s where I learned about crossing the aisle, because I was appointed by a Democrat and the Republicans controlled the House. They were very conservative and the Democrats had the Senate. And so, you know, logics of civics, which unfortunately we don’t teach enough. It’s like, well, if you want a bill passed, you have to talk to both. I gotta talk to both sides. But, but there was a group called like the housing lobby advocates and my chief of staff came in one day and said, I need to give you some bad news, and I said, What? And this is kind of funny now, and he goes, because I’m not gonna say all the words that came out of my mouth as a young guy, but he said they don’t like you. And I had some choice words and I said, why, why the hell? And he said, well, you’re not using their language and they question whether you care. And my, my watered down reaction was, first of all, they wanted me to start using the language of it’s a basic human right, blah blah blah, all this stuff, right? But I had my eyes fixated. On passing legislation and I remember saying to my chief of staff, I, I did call them with the L word. It’s like losing. I said, how many times have they tried to get a housing trust fund? And so we were laughing about it and I said, and how many times have they won? Never won. So in the entire history of the state that never spent general fund money on affordable housing. This is a true story. So I put together this housing strategy. I had 14 pieces of legislation and I got all 14 passed. And I crossed the aisle and, and it annoyed people and I learned that some people aren’t here to actually solve the problem and they’re here for different purposes. I don’t want to spend my time trying to examine what those purposes are again stoicism. I don’t need to spend my time trying to figure it out, but I knew that they weren’t because I actually got booed in a, in a meeting. I walked in. To the to a Senate Democrat meeting and I’m, I was a Democrat and got booed by some people. You’re the guy that killed because what I did was I got rid of a program that wasn’t working well, horse traded it to get the flexible capital, pledged that I would leverage the money 3 to 1, which I did. 5 to 1 and the Republican, and they were like, you really want to do that? And they’re like, we’ve been wanting to kill that program for a while. And I said, but remember, in return for this, there’s a little bit of money left over. And they said, what are you gonna do with that? And I said, I’m going to return it to the Treasury. They’re like, huh? And I go, Well, I don’t need it. I’m gonna give it back. And don’t you guys have budget issues? People looked at me like I was a Martian, and I just thought, because I was unencumbered. By all of the nonsense that people get encumbered by, and I also said to people, I have a shelf life here and I’m gonna use all my political capital to get stuff done. People in Oregon, people still remember that, Tony, and that’s one of the things I’m most proud of, but that’s one of the working examples, and I put those principles in the book. I wouldn’t conform, even though I took those hits, even though, you know, they, they didn’t like me because I wasn’t using the perfect language, and you think about all the language policing, all the different stuff. Remember I said earlier, virtues are about more about what you do than about what you’re saying. Of course, and that that’s also a great example of what the third virtue that you identify of, of many virtues that we need, which is perseverance. It sounds like that sounds like a, a, a story also not only of courage and being what you call the, the boundary crossers, the in the book you refer to, but, but also a story of perseverance. Absolutely, what you need, and I’ll, I’ll, I’ll give you one. Quick, I know we’re getting close, but this is funny, and it was very humbling. So I said, I’m gonna tour the state. I’m gonna like talk about my housing, right? And so, my chief of staff and I, we, we get to Southern Oregon, you know, a little cocky, I told you I was young, right? And so I get there and I said, I need you to go in the room, do like advanced work, you know, I was like, you know, uh, make-believe. I said, go in the room and make sure it’s all, and so I’ll never forget John, his name is John Blatt, and he came out of the room and, and came to my car and I go, so what’s, and he goes, well, You got the kind of podium you wanted, you got the, you know, blah blah, blah, all those. I said, great, so what’s the bad news? And he said, um, what were you expecting in terms of the crowd? I said, well, you know, I was promised, you know, we could hit anywhere from 150 to 200. And he said, well, it’s not quite that. And I said, what does that mean? I’ll never forget this, because he said, oh, there might be 18 people, 20 and I went, oh my God, oh my God. And so you just face it, right? This is like perseverance, and I just said. One day, this is before the legislation passed, and I was trying to convince people and I, I told him, I said, we just have to lean in and we’re going to go to every corner, we’re gonna take every meeting that we can and we’re going to get this, and we did. And so it’s just one of many examples, but mind pale in comparison to some of the historic examples I give or the people I point out as boundary crossers, and, and I also talk about some of them where I almost foolishly by my own biases, um, didn’t do it and there was this woman, um, who’s now deceased, Elizabeth Furs, and she became a congresswoman from the 1st district and we were in a leadership class. Together and I heard her accent, which I knew was South African and at the time I calculated in my mind I went, oh my God, this woman was part of all of that, you know, over there and I was like I want nothing to do with her. So I was sitting there I was like I hope, and then by the serendipity of life we had these like buddy things and I thought, please no and then Elizabeth was signed to me and she literally was the friend of a lifetime. She’s now deceased, but one of the most extraordinary human beings I’ve ever had the privilege of knowing, who taught me so much, and I gave that example of my own foolishness and where my biases could blind me and what a dumb choice I almost made. And so I share some of these different things about getting embarrassed, having these, you know, uh, dumb things that we’re all capable of doing, but we can recover and, and sometimes life gives us another shot like in that case, and we were, we were thrown together as, as buddies and then she chose to run for. Congress and I remember I showed up. We had like we were at a shopping mall in downtown and there couldn’t have been more than like 15 people at the announcement and I thought, what did I, and I was practicing law. I said, what am I? And I was the only one wearing a suit. Everybody was like wearing moccasins. She was like the hippie woman, and I thought we were going to get crushed and wouldn’t you know it. We somehow won And she was so not into um the trappings of it. We were seated on election night and John, her husband and I were the ones who walked up to her and said, you’re going to Washington, and she just kind of like shrugged her shoulders saying, OK. You know, it’s like no big deal. She went to do work and, and it was so inspiring to see someone like that. So I, I put people like that in there because there are boundary crosses. There are people who put some of these principles to work and I just wanted to share some of those individuals. Some of the aspects of philosophy and I hope that one, people will be introspective, 2 motivated, that you can do something about this if you recognize it, but never, never give up your own agency and what I always say, and I, I’ve given talks to a lot of young people and I said remember you are the only one who gets to determine the boundaries of your destiny. No one else gets to do that. That is for you. And if we just remember that. The book is The Tyranny of False Choices, A Guide to Authentic Decision Making. And it’s a lot broader than mere decision-making. I, I don’t, I, I’m not questioning your title, but it has such implications way beyond our professional and even personal decision making. Uh, You, you’re a, you know, you’re a, you’re a Renaissance man, a student of, uh, a student of philosophers, uh, you’re, you’re a philosopher yourself because you’re, you’re coalescing. Some of the greatest minds that, that you can read and, uh, you’re bringing them into the, to the modern time for, according to the book, it’s for decision making, but I, I’m sticking with, I think it’s way, way beyond mere decision with you on that Tony mere decision making in life. All right, that’s, uh, that’s Ray, Ray Ramsey. Ray, when you look him up on LinkedIn, it’s R E Y Ray, R E Y Ray Ramsey on LinkedIn. And you’ll find, uh, the Nathan Cummings Foundation where he’s the CEO at Nathan Cummings.org. And, uh, Ray Ramsey, I thank you very much for really, uh, almost a, almost a spirit, maybe a spiritual conversation. Thanks so much. I greatly appreciate it. And let’s talk, uh, Marcus Aurelius one day in the future. OK, I have to give me time. Give me time. I’m not as proficient and prolific a reader as you are. Thank you again, Ray. Real pleasure. All right, bye-bye. Next week, the revolutionary Board. I know we had promised you the revolutionary board for this week. That was a host mistake. Uh, he simply, who, whoever the, the lackluster host is, uh, simply didn’t look at his own recording calendar correctly. Good thing he’s a, he’s a better author than he is calendar keeper. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. Our creative producer is Claire Meyerhoff. I’m your associate producer Kate Martinetti. The show’s social media is by Susan Chavez. Mark Silverman is our web guy, and this music is by Scott Stein. Thank you for that affirmation, Scotty. Be with us next week for nonprofit radio. Big nonprofit ideas for the other 95%. Go out and be great.

Nonprofit Radio for August 17, 2026: Grants Fundraising Before You Start Writing

 

Byron Coke: Grants Fundraising Before You Start Writing

Byron Coke says there are four things that decide whether you should spend your limited time applying for a foundation grant: mission alignment; geographic eligibility; funding stage; and, award fit. If any one of these isn’t in alignment between your nonprofit and the funder, you’re wasting your time writing the application. Byron is the founder of Grant Fit.

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Welcome to Tony Martignetti Nonprofit Radio, big nonprofit ideas for the other 95%. I’m your aptly named host and the pod father of your favorite hebdomadal podcast. Oh, I’m glad you’re with us. I’d be stricken with Quadranttonopia if I saw that you missed this week’s show. Here’s our associate producer, Kate, with what’s on the menu. Hey, Tony, I hope our listeners are hungry for Grant’s fundraising before you start writing. Byron Cooke says there are 4 things that decide whether you should spend your limited time applying for a foundation grant, mission alignment, geographic eligibility, funding stage, and award fit. If any one of these isn’t in alignment between your nonprofit and the funder, you’re wasting your time writing the application. Byron is the founder of Grant Fit. On Tony’s steak too. A book update, update. Here is grants fundraising before you start writing. It’s a genuine pleasure to welcome the founder of Grant Fitt, Byron Coke. Grant Fit is a funder research service for small nonprofits that don’t have a development officer. His focus is the step most grant advice skips. The research and targeting that happen before a word of the application is written, deciding which funders are genuinely worth a small shop’s limited hours. The company is at grant intelligence.co and Byron is very active on LinkedIn. Byron Cooke, welcome to nonprofit Radio. Hi, Tony. Great to be here. It’s a pleasure. Thank you. Uh, we’ve, uh, corresponded a lot on LinkedIn. It’s, uh, it’s, it’s, it’s good to see you. And, uh, you’re coming to us from, uh, where in, uh, in Britain? London, to be exact. Northwest London. Northwest London. What, what’s the neighborhood? Not that I would know it, but what, what’s the, what’s the neighborhood called? Arrow. I’m actually about 10 minutes from the famous school. Say it again, The Harrow. Oh, Herod. OK. OK. No, Harrow, H A R R O W. Harrow. Correct. Harrow. All right, in, in, OK, uh, you’re pronouncing it correctly. I’m bastardizing it, of course, as the, uh, the ugly American, but Harrow. All right. Thank you. So listeners, there may be listeners who very well know Harrow. Um, outstanding, thank you for joining. Um, and are you from, are you from, uh, London area originally? Yeah, born and bred Londoner. My parents are from Jamaica, but I was born here. Outstanding. All right, thank you for joining us from across the pond. All right. Uh, I’m, yeah, I’m about as close. I’m not quite as close as you could get. I’m, I’m right on the beach, uh, uh, on the Atlantic shore of North Carolina. Uh, that’s not bad. There are, there are lots of places much further, and, but if there are some that are a little further east, like if you go further northeast, Massachusetts, Cape Cod, Maine, you know, they stick out a little, a little closer. They, they’d be maybe 100 miles closer to you or so, but I’m pretty, I’m, I’m close to as close as you could get. To, uh, to London from the US right on the beach. Nice to be talking to an American cousin. Thank you. All right, so, so let’s focus on, uh, the grant writing, the stuff that happens before a word of the application gets written, um, and you are set up and we’re gonna talk about folks that don’t have a development officer, and you’re suggesting that they have about 5 hours a week. To devote to grants, fundraising. Is that about right? Yes. I mean, when you have a small nonprofit that probably has like between 5 and 10 staff, when it comes to the grant work, it’s typically gonna be done by the executive um director, or maybe one other person who also has lots of other things they’re doing as part of that nonprofit. So they don’t really have the luxury of time. So what time they do put in into trying to raise money through grants needs to be spent wisely. You can’t just be doing a, Spray, spray gun effect and see what hits, that’s too costly time-wise, and for that 1015 minute quick check, you could rule out some of the funders you’d probably spend time putting together a perfect draft proposal, only to get rejected at the end of the day. And, and the odds were, were near zero that it was gonna get approved, right? Because, because it was mis-targeted. Correct, yes. And some of those are very easy checks to determine before you even start writing, which will save you a lot of time and headache. OK, and that’s exactly what we’re gonna, we’re gonna dive into. All right. Um, so you have this four-prong test. Uh, and, and I, I wanted to say too, what connected us initially was the love and affinity for, and work for small and mid-size nonprofits. You’re, you’re working, you’re working small. I, I say small and mid-size, you know, the, the, the tagline for the show is the other 95%, but that’s what initially connected us was the, the affinity for small nonprofits. Yes, exactly that. Um, when you have skills that you can leverage to help, it’s the, in my view, you target the people who would benefit the most but wouldn’t necessarily be able to either afford the time or the money. Why should just the big guys have all the best stuff to play the game with when the small guys are doing the same kind of important work, but just don’t have the resources? And we all had to start from zero. So If I can use the skills I have to help someone starting up to grow and do better because of the help I can give them, I’m very happy doing that. That’s exactly, we’re, we’re, yes, we’re, we’re perfectly aligned in that. Big nonprofit ideas for the other 95% is what we’re here to talk about. So, OK, let us then go to your, your four-prong test. Um, I’m just gonna tick them off quickly and then we’re gonna go into detail. You want to ensure mission alignment, geographic eligibility, funding stage, and award fit in terms of size and type. Did I, did I characterize the four correctly? Yes, you got those exactly right. OK. Let, let’s go into these. So this is, this is the work that you do before you start looking at their proposal, looking at their, um, looking at their requirements, like what, how many, how many pages, what type, what font size, you know, answer these questions. This is before all that. Correct, um. Like say for example you’re like going out on a date to meet somebody. If you don’t do your preparation beforehand and say you go straight from work, say for example you’re a constructor, if you’re out on the field working all day, you literally just head straight from work over to the date, you’re not gonna make a good impression. Now if you go home, do your preparation first, do your best to look good, but at the same time you’ve done a little bit of research to find out the things that other person’s gonna like, and you prepared that beforehand, you make a better impression. So the same way when you’re doing an application for a grant, if you check those four criteria as a minimum, you know upfront if you’re gonna be a good fit for that funder. And you have to pass all four. If you fail in any one of those, complete waste of time. Um, I’d say the important fit, for example, you could go to um a funder’s website, read all the nice stuff they put there, and they’re all gonna say nice stuff because it’s part of their presentation, they’re gonna present themselves in the best possible way. But the proof of the pudding is checking where the money has actually gone. They can say one thing, but give money somewhere else. You can have a situation where a funder will say, for example, yeah, we will give grants to the state of Nebraska, for example. But then when you actually look at where they’ve actually given money, it may be only 4 cities in Nebraska that they’ve given money to. The rest don’t even count. It could be. A criteria of the funding policy, like, we received this money at a death bequest by somebody, and these are the places they want us to donate the money because that was their favorite places. This stuff they would not put on the website because it doesn’t sound as good, but if you look into the background of where they’ve been actually given the money and who to, you can get the details that’s not on the website. Oh, OK, OK, um, so yeah, so you’re, you’re suggesting that, uh, uh, misrepresenting is not, uh maybe it is not fair, that suggests, uh, Uh, that suggests something intentional. Uh, uh, it’s not a misrepresent, there’s a, there’s a disconnect between what the website says we do, we, the funder, do, and what the reality is, and you wanna, you want us to investigate the reality, not, uh, uh, uh, going deeper than the promotional language on the website. Sure, I mean, there’s no misrepresentation, but misrepresentation may be overstating or maybe unkind, but, uh, there’s, there’s, uh, there’s not alignment between the promotional language on the website and the reality of where the money is going. So you gotta go deeper. OK, so let’s get to your, your, your, your four-part test with mission alignment. Where, where are we looking? What are we looking for? OK, from the mission alignment, say for example, I’m doing this research for a nonprofit that works in the art field. So you’ve now got, say, dance, you’ve got theater, and a few other categories within the art field. Now you could have a non-funder, that’d be an ideal fit across the board for all the other criteria, but they don’t do art, they only do, um, say, health or um food. Yeah, just different criteria, so they may pass on 3, but because you’re into art and they don’t look at art, they look at, say, farming, food, that kind of stuff, you don’t qualify. So even though you might fit on the other 3, you put an application in, they say see straight where you’re in art, they deal with farming, you’re not a match, they won’t even bother. Because for them to try and convince who controls the purse strings, OK, these guys passed on these 3, but not on this one, not gonna happen. Especially when they’ve got lots of other people submitting the grant application who do fit. So they’re gonna stick to the ones that do fit what they do rather than just decide, OK, these guys look really good in the top end, we’ll give them a chance. Unfortunately, it doesn’t work that way when it comes to money. Right, OK, this, this is pretty common sense. Um, and as you had said, if you fail either one of these 4, there’s, there’s really, there’s no point in going on. Just move on, move on to the next candidate. Sure, exactly. OK. Um, so in terms of mission alignment now, uh, based on what we were just saying about, you know, the website and whatever promotional material you might see about the funder, you want us to look deeper than, than that, than that, uh, than that, that content. Well, if, with the example I gave, you digged into the, what the site says the mission statement is against what you do. And. You could even have a nonprofit that touches on food, touches on farming. A small overlap doesn’t count, it has to be spot on. So you also need to be objective when you’re actually doing the comparison, cos if you’re running a nonprofit, you know exactly how that works. You know the ideas you have in your head for their mission, what you’re trying to do, who you’re trying to help, you know, your location, all these other bits and pieces, you know cold because it’s your nonprofit. The funder, they don’t care. They don’t know you, they don’t know any of that stuff. All they’ve got is the information you provide to them, what they can see on your site, and what they see you have done in the past. If they don’t feel that match is 100% spot on, they don’t have a reason to grant you any money. So rather than try and Funnel your fit into what you think they’re going to like, and waste time putting a proposal together that’s never gonna win, you’re better just being brutally honest and saying, yep, this is what they um done work on before. And they say they do, this is what we do. When you check into who they’ve actually given money before, you can compare yourself against the other grantees who’ve won money, and if you’re a very good fit against those, then go for it. If you fail on quite a number, say for example you found 7, nonprofits that were given money, you only are really close to 1, but not the others, there’s no point cause you’re not a really good match, you’re only a partial match. And that’s one of the hardest things for um someone who’s really close to their business to do. They need to be able to be able to take a step back and look at it as though it’s someone who’s got a vast amount of money, who doesn’t want to waste where they send it, they wanna get a return. Because at the end of the day, funders. They’re there to help, but they’ve also got an invested interest in what they get from it. It could be prestige, it could be um street cred, any number of those things. If they’re not getting something back for their money, they’re not giving it. Doesn’t matter how good your cause is if it doesn’t fit. OK, so there’s a, there’s a fine line between uh uh optimism. And I don’t know, should I say, I think I’m tempted to quote a movie like, there’s a fine, I don’t, I forget what the movie is though. There’s a fine line between optimism and stupidity, but I don’t want to say stupidity, but I mean, optimism and wildly, you know, irrational. If you’re, if you’re, if you’re a, if you’re only a close fit to 1 out of 7 grant recipients to fun, fundees. Uh, you’re, it’s not likely. You, you, and plus, you’re a small shop. You, you, you should be devoting your time to more, more likely outcomes than trying to squeeze into one that, oh, come on, we could be, we, we can make it 2 out of 8 instead of 1 out of 7, we could be number 2 out of 8. Instead of trying to go for the 25% odds, you know, go for the more like 75, 80, 85% odds because your time is limited. Exactly. Now I wouldn’t really blame the nonprofits because you’ve got a situation where you’ve got this organization to run, you’ve got board members pushing you to like bring funds in to handle all these different bits and pieces of work, and there’s only so many hours in the day. If from your casual research you found, say 8 funders that look like they fit and you start putting a proposal together, you can keep the board members off your back. But keeping them off your back in a temporary situation doesn’t always work long term. Um, it’s one of those situations where whoever screams the loudest gets the response, and sometimes you need to be in a position where you can say, no, wait. And part of what I do, I provide data to help with someone going back and saying no, we’re not going to do this for this reason. But that isn’t always easy to do when you’re doing it on your own. Yeah. All right. Well, you, you, yeah, you just, you want us to be strategic about this. Be, be strategic, be sensible, align your, align your time where it’s most likely to get a return versus, you know, wildly. You know, optimistic and, and unrealistic, really. All right, uh, your second, your second part of the test, uh, geographic eligibility. Uh, it sounds common sense, but please flesh it out. Yeah, that one is, but a lot of, um, nonprofits will fail on that without catching it. Like with the example I gave you earlier when I talked about a fund that says, yep, we give to Nebraska. Yeah, that sounds really nice, and then when you check, it was only like 3 or 4 cities in Nebraska, and you were outside those 4. You don’t realize until you’ve checked that you’re not a fit. Yes, we’re in Nebraska as well. Yeah, that is true, but most of the ones we’ve gone to are for this city because the guy who left us the money, these are his favorite cities, he wants to go in there, or for some other reason. I mean, policies change all the time. Like they may have given him one city the last 3 years and then something changes and all of a sudden they’re not doing that. That situation you’re not gonna catch. But to make sure you’re relatively safe on who you put the time and investment in, if you check on who they’ve been given money to before, and you can say the last 3 years, there are only 4 cities in Nebraska that got the money, you know there’s a good chance if you’re not in those 4 cities, or one of the 4 cities, you haven’t got a chance. It’s like going on a date. You go out with your family and your buddies, you see these um group of women there. The one you choose to go for decides she only wants a really tall guy who’s taller than her because she’s like 5’9, and you are just below her height. Now if you already had an idea she was only to shut up tall guys, you wouldn’t have even bothered. Like you may have charisma, charm, yeah it could work, but yeah. There are some situations where there’s a line where you can’t cross, there’s no point even trying. Where do we go for this research? Where, where do we get specific on who they have funded and, and where the, where in, in, in this, in this prong of the test, you know, the, where, where the geography is? Where, where are we doing this research? The site I go to, public access public database, is the ProPublica nonprofit Explorer website. So it’s basically the database that has all the non-tax filings for any nonprofit in the US. So these are the 990s, the form IRS 990s. OK, OK. Like free database, so anyone can go there and check. It doesn’t always have 100% of the data, which is one of the pain in the butt situations where you need to do a bit more research. Because you can have a situation where you have a small nonprofit that’s done filing, and they include all the data, then you go to a big nonprofit who do a filing, and when you go to the relevant sections of the filings, there’s like click here to get an attachment, so you’ve got to go somewhere else to get the relevant data. So for the most part, it’s probably a relatively 1015 minute search, but on rare occasion the data isn’t always there, and then you need to do some additional search over the web to try and pull that information down, which isn’t impossible, but it, it can add a bit more time. But for the most part, 90%, 70 to 90% of what you’re gonna check, you can get the data on that website, which is really easy. Alright, and, and it’s the foundation. 990s that you’re searching. No, wait, foundations don’t do 990. Is it the, is the foundation filings that you’re searching? No, the funder. Yeah, the, the funder, the, the agency, right. The, yeah, yeah, the foundation. All right. Foundations, all right, see, I’m, uh, foundation world is a little outside, well, it’s quite a bit outside what I do. So foundations do 990s, don’t they have, doesn’t, don’t foundations have different IRS form filings or do they do 990s? Well, based on the work I’ve done, all the ones I’ve looked at have all done 990s. They do the 990s, OK, OK. The only thing that’s caught me out is they’re sometimes they’re not as detailed as I would like. So for example, um, alright, that’s why we need somebody like you to go further. Alright, I may be, I may be thinking of, you know, I may be thinking of charitable trusts, uh, I think it’s Form 706, uh, uh, sorry, Extraneous, you know, extraneous data. That, uh, it’s only confusing. That’s totally, that’s a totally different uh entity, a charitable trust. OK, we’re talking about. We’re talking about foundation, US based foundations. It’s time for Tony’s take 2. Thank you, Kate. I have a book update, update because I feel like. In last week’s Tony’s Take Two, I dissed my two excellent editors, and that’s bad. That’s bad. So I made it sound like, yeah, I, I said, I’m out of the process, you know, they just asked me questions here and there, and I made it sound like they’re in control, like they take over, and, uh, they’re, uh, I don’t know, like difficult to work with or overbearing or something like that. None of which is true. None of which is true. I have two excellent editors. Judy is the line editor and really has become the project manager, and then Stephanie is the copy editor. And they work very well together. They had worked together on a previous project years ago, so they, they have a history together, and they’re just excellent. You know, and you wanna have good strong editors, people who, You know, their job, the editor’s job. I learned is, is not to write. The book or help you write the book that they think you should write. Their job, any editor’s job is to help you make the book you wrote stronger, to make it more of the book that you want to write. Make it clearer, but not to divert like your tone or your message or any even little individual messages. Any of the, there’s probably 1000, you know, tips in there or something. I don’t know, there’s many, many hundreds anyway, right? Not to change those, but to make your book stronger the way you want it to read, the way you want to convey to your readers. That’s, uh, the right editing posture. If they want to write their own book, you know, they can write their own book if they, they think it should be a book that’s different than what you’re trying to write. Their job is to strengthen the book that you, the writer, give them. And Judy and Stephanie are, are doing that superbly. So, I don’t want you to think I was, uh, in case I dissed my editors last week, no. I have two excellent editors. And I’m grateful to have them both. Working on the project. And then Stephanie, I mentioned last week, uh, the, like one of the final rounds as a proofreader. Stephanie is even gonna do the proofreading. So, Double duty from, uh, from Stephanie, but Judy’s taken on a lot as well. By two excellent editors for Planned Giving Accelerated, to cut through the shit, no-nonsense, practical step by step guide to start legacy giving, fundraising at your small to mid-size nonprofit in a week starting with bequests. The title may be longer than the book. Did you need a nap? That is Tony’s take 2. Kate. You can’t be burning bridges with editors. The book hasn’t even come out yet. Well, in case they, uh, yeah, you’re right. You’re right. Uh, I don’t know that, that they are listening. Probably not. So it’s not that they said anything. I don’t think they’re listeners, but, which, you know, it’s, well, it’s their life, you know, it’s, it’s only so much, uh, you can only lead a horse to water. But, uh, yes, your, your, your point is, uh, very, very true. Don’t be dissing your editors in the, during the editorial process. You’re cutting your own throat. Mhm We’ve got Bu butt loads more time. Here’s the rest of Grant’s fundraising before you start writing with Byron Coke. Third part of your 4-part test is funding stage. All right, that doesn’t, that doesn’t, uh, sound as common sense, uh, just in that phrase. So what, what, what do you mean here, funding stage? Um. Let’s see, what’s the easiest way I can describe this, it’s down on. Where the nonprofit is, the kind of money they need. And compared to the funder, the size of money they’ve awarded before and the organizations they’ve given those money to. So the easiest way of describing it, you can have a funder. That their baseline cut-off, so if you’re below that, you’re not even on their radar, they have given money in the past to nonprofits that work from, say, 200,000 to 500,000. If you’re a nonprofit that has only ever gone up to say 150,000 or 190,000, you’re below their criteria, you won’t even match. Now the only way I can confirm that is going to the 990, seeing who that funder has given money to before, find the grantees and go to their websites and find out the range of the kind of stuff they’re doing to get an idea of, am I inside that range or am I outside that range. If you’re outside that range, no point trying. If you’re inside that range, then you’re a good match and that’s another hurdle you’ve passed. OK, OK. And, uh, you also mentioned Um, you know, the stage of the organization or what, what the, what the money is for, like, maybe general operations, is that what you mean? Like general operations versus specific program funding versus technology funding versus some other capacity building, you know, you have to be looking at that, that variable also within this funding stage. Yeah, um, like in the art field, one of the ones I was working on earlier this week was. A nonprofit that are doing construction work to create a whole new Attachment to their main building, so they can do like their own um, Trying to think how to describe, like their own studio, that’s the best way, yeah, so they’re trying to build their own studio. Now, I’ve found quite a few funders who cover arts, but only a fraction of those will cover doing grants for construction work. They’ll do things like a, a program, so say for example you want to introduce, Literary reading in a local area, they may cover money for that, but if you wanna say, do a renovation on your main building, they won’t cover that, even though you’re still in the art field. So there’s certain things a particular funder will finance and other things they won’t, even within the criteria of the organizations they work with. So that also needs to be looked into as well. OK. OK. All very sensible, uh, and, and again, devoted to, Aligning your limited time with what’s most likely to provide a, a, a, an ROI. No guarantee, but we’re, we’re trying to increase the odds. Correct. No one can guarantee, but if I can reduce your odds or rather improve your odds. Yeah, reduce your odds of being turned down or increase your odds of being awarded. OK. Uh, and your last prong is the award fit, size and type. What, what’s this about? Well, you can have a situation where you’ve found a funder, you fit in all the other 3 criteria, but you’re only after 2000. Now, is it worth putting in 45, maybe up to 20 hours, putting in a grant application for 2000? And then you’ve also got a situation where a granter, In the last 2 or 3 years, you’ve looked over what they’ve done, the minimum grant they’ve given was 70,000, you need 50. Again, you’re not on their radar. Because you’re under what they will do, you don’t even qualify. But that isn’t obvious from looking at their website. It’s only when you look at the 990 and see who they’ve given money before and how much, you get a better sense of the range that they cover. OK, um, size, right, size and type, and that also overlaps with what we were just talking about, you know, type, type, but whether it’s restricted or it’s general operating, or even maybe, well, I don’t think funders give to endowment. That’s a bad example. So, but yeah, the type, what, what the, what the purpose is. Yes. I mean things can look nice on the website. You can speak to someone who’s part of the organization. They can give you all the nice stuff, but, um, I’m a techie, so for me things tend to be black and white. If you go to the website and you see all this evidence that points in one direction, even if you can sort of read another direction via the site or interpret it via the site, I go by the numbers cos that’s safer. Yeah. Again, uh, aligning time with ROI. It’s, you have to, you just gotta be strategic about this. All right. Um, before we started recording, you, uh, you mentioned to me that you have a 5th 1. Uh, so it’s, it’s still a four-pronged test, but this is like something very common sense. Let’s, let’s talk about your, alright, well, let’s say, let’s, let’s state the obvious, that’s OK. Can you actually apply because you have some funded organizations that don’t allow unsolicited proposals, it’s invite only. And that you can get written off the website, but situations like that, you may fit across the board and everything else, but if you need to be invited before you can apply, you’ve already lost. Or sometimes it’s, uh, a, a letter of interest or a letter of, letter of inquiry first, so you don’t, you don’t start with a, you don’t start with a proposal, you might start with a, a, a letter. Yes. But even that will tell you what stage you’re at and what you should do before you move a step forward. So in the situation where you’ve found um a foundation that you fit on everything across the board, but there’s this invite only, then the work you would do over the next, say, 1 to 3 months will be building a relationship with someone who’s there and gain an invitation before you start doing anything else. But if you hadn’t done the research beforehand, short of someone who’s sit down to write the grant, who goes to the website to check things out, they’re gonna find out. But then you’ve already committed someone to put the time in to write your grant, you may have to pay them to write the grant, even though they’re gonna write something you can’t use it because it’s invite only. So doing this check beforehand just saves a lot of grief. You mentioned something that I’d like to pull on a little bit, which is the, the relationships, the building, building relationships with, with funders. Uh, let’s, let’s broaden it a little bit, whether it’s invitation only or, or it’s, it’s open, uh, open application. There’s, there’s value in, in talking to funders, getting to know funders before you start asking for their money. Correct. Well let’s talk about that. How do, how do you, what’s your advice around building these relationships? Well, for a start, like just going up to somebody completely cold and asking for money I’d find a bit rude, even if they’re in the position where they’re gonna be giving you some money. And Apart from the four criteria I’ve mentioned, people like working with people they like, know, and trust. The same way we’ve got to know each other via LinkedIn. If it wasn’t due to that, we probably wouldn’t really be talking now. If the first contact you had from me was like, hi, I’ve got this really cool thing that we think would be good for your listeners, when can we talk on your podcast, you’d be like, yeah, thanks very much, but I don’t know you. It’s like, yeah, I get put to the bottom of the pile if you consider talking to me at all, which is completely normal. Same way if you’re out on the street. Like we have this in the UK where you can be like, just going out into the central London, you’ve got these guys that are working for charities, and their job is to pin you down, talk to you, explain what the charity is, and get you to donate. Nothing wrong with that, but the good ones find some common ground to get you to stop and start talking, and they build the rapport first before they get into the pitch, even though you know the second they’ve stopped you, exactly what you’re doing. So as long as you’ve got the time and the person who’s approached you has not been the Annoying about it, I’m gonna say something stronger, but I’ll skip that. That’s OK, you could say like being, yeah, alright, being a dick or something, OK, yeah. But at the end of the day, it’s just a sales job, it’s just a different form of sales. You need to build a connection with the person you’re dealing with. And once they’re familiar with you, in the situation I mentioned with the four criteria, there are rare situations where you might slip past them one only because the person who can make the decision knows you and is willing to give you a chance. Most of the time that’s not gonna happen. But what can happen is that person may give you help and how you could more fit. In the geography, that’s not gonna work cos you’re to move and you’re not gonna fit. But there might be other ways you can frame something where you would be a fit, or better yet, they know somebody else, another organization that you’re unfamiliar with, that they can point you in the direction of and give you an introduction. I mean, one of the advantages of what I do, I can find foundations that the nonprofit I’m working with hasn’t even thought of because they don’t have the same kind of resources I have access to, so they can do a search and maybe find immediate funders in their immediate vicinity. But because of the tools and the setup I have, I can find foundations that cover a bigger area that they still qualify for based on certain things that I find in their filings, which I’ve done for a few um nonprofits, I’ve done reports for. I’ve actually found things, oh, based on the amount of money you’ve done and the kind of work, this particular organization, you’d be a good fit for, and they’ve come back and said, yes, we did not know about this one. Why, why don’t you, uh, can you tell us, uh, a specific story of, uh, a nonprofit that you helped or, well, certainly a nonprofit that you helped. Maybe you, you, uh, um, well, you, you, uh, you helped them at the early stage to save time because before they, before they met you, they were spinning their wheels and being largely unsuccessful in grants, but You know, you helped turn it around because you did the strategy before we started, we started typing applications. Can you tell another little, tell another story? Well, the work I’ve been doing recently, because I’ve been busy on LinkedIn, basically to get myself out there and get it known. The same way I’ve been doing stuff off LinkedIn and. One of the reasons I mentioned the art more because I’ve been looking more at like um art sections, cos I’m I’m, I like music, jazz, all this kind of stuff, theater, I’m into. So it was um a natural thing with the um sectors I could target. I ended up picking art first. And initially what I’ve been doing is providing a free report. So basically, With the research I’ve done, most people only talk about writing grants. Because that’s the obvious thing to do. Like if you’re trying to start up a side gig, or, you can start writing grants for grant proposal for nonprofits. That’s all well and good, but if you spend time writing a grant to submit to a foundation that you had no chance of um getting into. Especially if it’s something you’ve done for the first time. So this might be your 2nd, 3rd job, you don’t know enough to do all the research you need to do. You spend hours putting something good together, but because of a simple test check that you didn’t even think to do because you weren’t aware of it, you’ve wasted that time. So the free report I provide, which I’ve done, I think I’ve done about 3 or 4 in the last couple of days, basically just to give an idea, OK, hi, this is who I am, this is what I do. Let me put this report together for you, given you, it’ll be a list of 1 funder that I’ve found that is a good fit for them, fully worked out, give them the details of why they’re a fit. And what their next step should be to approach them, but I also list the number of funders I’ve found that did look like a good fit but weren’t, and I’ve also explained why they weren’t a good fit, and I’ve submitted those. And one of the first ones I did, going back a couple of weeks, the response I did get back was that I’d found someone that they weren’t aware of, so it was someone new they could approach. When you’re in a small business, there are so many different things to do, you don’t always have a chance to like, take a step back, breathe, and put due diligence into the research you might do. Plus, if you’re um, Running a nonprofit, you may not have the technical background to do that kind of research, not everybody does. Even though you’ve got AI that you can use to help, unless you’ve used it a fair degree, you still can’t really take advantage of AI tools. And even the AI tools leave a lot to be desired. Yeah, you’re still gonna have to do a human check to make sure, to make sure, go through these four prongs to, to make sure that there’s alignment because the, you know, the chat and Claude, etc. I mean, they can make, they make mistakes. That’s putting it mildly. So, yeah, so, so you would have to, you have to check anyway before you start typing a, a grant, uh, proposal to them. Um, all right, all right, um. Let’s see, uh, the arts, you, uh, you gravitate to the arts. You have a background in the arts? Are you a dancer, musician, theater, actor? I like dancing. And there was a point before I got into computers I actually considered going to dance school. It just never happened. Um, and I’ve grown up, being growing up, I was stuck indoors. Like my mum being very strict, never let us out to go play with friends and everything else. She wanted her kids indoors and safe. So basically I’m stuck watching TV. And I’ve grown up watching movies from the 30s and 40s, um. Where they like play jazz, swing, all this stuff, so I’ve got into that kind of music. And then growing up, getting more into like R&B. There was a period where if it wasn’t R&B or soul type music, I wasn’t interested. As I’ve got older, I can appreciate country. Um, rock, especially like a good, um, rock guitarist. I like hearing them be really creative with the guitar. Um, and even just watching musicians who’ve been doing their thing for a long time, just sit down with each other and jam. And one guy can improvise and then the others will just jump on top of what he’ll do and they’ve just created this whole thing out of nothing. It’s just really cool. It’s like watching someone create with music. I mean, I used to write games, computer games back in the day, and one of the things I liked about it, you started off with this blank canvas and then you could just create this whole universe that you could play from nothing. And it’s the same thing when you’ve got like a music or an artist start with this blank canvas and just create this whole interpretation of something like a whole new world or their interpretation of an emotion or something they’re trying to convey. With an image. I love that stuff, so yeah, the arts I tend to go into first, but I don’t mind, nonprofit with the kind of work they do. I’ll help, but I do find the arts interesting and I’m I’m appreciating it more as I’ve got older. I can tell it lights you up. I, I can see. Um, tell me about, uh, growing up as a child watching, watching old movies. Are you, are you still, I mean, do you, can, you know, you remember the lines from movies and you remember, I don’t know, directors, actors, do you remember movies you used to watch as a child? I grew up watching Laurel and Hardy. And even now I can watch them, I’m cracking up, and their stuff’s old but still funny. They’re from like Laurel and Hardy from the 40s, right? They are, they are, yeah, yeah. So Laurel and Hardy, I’ve grown up, I love them. Buster Keaton, Charlie Chaplin. Um, yeah, those are like the 34 main comedians I’ve seen on film, like with silent stuff I love, they’re just really creative, and some of the stunts they pull are just like unreal. Like you’d never get away with doing something like that nowadays, just too dangerous, um. Of my top 5 favorite movies of all time, I must admit I would have to put Young Frankenstein by Mel Brooks as number 1. Only because in my teens, the BBC did a season of Mel Brooks movies where they showed 1 a week for about 4 or 5 weeks. And I remember watching Young Frankenstein. I was sitting on the chair in my bedroom watching the TV. I must have fallen off my chair about 56 times because I was laughing so much and ended up just sitting on the floor because it was just easier because I ended up on the floor all the time. Now this is a movie you’d never be able to get away with making now, but when you watch it, the creativity and the stuff he puts in there is just hysterical. Yeah, nice knockers. For instance, uh, Frank Frankenstein. It’s Frankenstein and, uh, Gene Hackman, uh, Gene Hackman. I was going to make cappuccino. The blind, the blind man. The blind man who welcomes the, the monster. Um, yeah, that’s, that’s a classic one. All right, so that’s your favorite. That’s, name, name another movie. That’s great. No, name another movie you grew up with. Um, let’s see. Gotta think back. Ah, Abbott and Costello. Actually, think about it, there’s one. Thinks Abbott and Kessler go to Mars, where they meet these Amazonians on Mars and. The only reason they’re actually interested in butt because of his um charm. But when it came to like picking them, they were showing pictures of the kind of men they used to go for that weren’t on the planet anymore. And they were like these really muscular, handsome looking dudes. To be honest, as a child, I watched and think, I need to start working out because I wanted to look like them. Yeah, Costello, really funny. Costello, they, they had a TV, they had a TV series. They had a, they had a weekly, they had a weekly TV show with, uh, regular characters. They used to be the, the landlord. I, I can’t, uh, if I thought about it, I could remember the landlord’s name, but, uh, besides the movies they did, they, they also had a TV series in the, in the, in the US. Um, Mr. Fields. I think their landlord was Mr. Fields. And, you know, they’re always late on the rent and things, you know, but they had a regular, they had a series of, uh, yeah, they just had a TV series with regular characters. I’m pretty sure Mr. Fields was their landlord. All right. So that’s cool, Byron. Thank you. Uh, I like to just probe a little, a little on the, on the personal side. That’s great. So leave us with something. OK, uh, something, um, some inspiration around what, what, what these small nonprofits can do with grants, funding, just, you know, being strategic. Um, This one isn’t actually strategic, it’s just um a viewpoint I have personally. Regardless of what situation you’re in, what what business you’re in, you’re always gonna come up with a problem. Always. There is no such thing as a situation, environment or business that is problem free. And you only ever have two ways of looking at a problem. One, it’s impossible to Overcome, so you’re stuck and can’t move, or you just decide, regardless of what the situation is, you’re gonna find a way to overcome it. That’s it. I’ve always found when you have that second viewpoint about a problem, you attract solutions. So even something that seems impossible, you will end up attracting the solution that helps. And I remember using that once when I was a lot younger, leaving my first permanent job. And I was on about 14,000 a year, this is going back a while, I’m older than I look. And I wanted to hit 200,000. And I was reaching out to a lot of recruitment agencies. And when I told them what I was on, which was 14, and I wanted to go to 20, which is a 60 jump, they were like, nope, not possible, it’s just too big a jump. It was impossible to happen. So I thought, fine, I just wasted them. I finally found one agent. I said, yep, not a problem, we’ll get you that. I ended up getting my job through them because they didn’t consider it was a problem and just put me to the right people who would look at what I could do rather than what I was earning. So there is always a solution to a problem if you have the viewpoint it’s going to arrive. It doesn’t have to be right here and now, but you will attract it. Byron Coke Founder of Grant Fit. You’ll find Grant Fitt at grantintelligence.co. Connect with Byron on LinkedIn. Byron, thank you so much. It was a pleasure. No problem. Thank you. Next week, the Revolutionary Board. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. Our creative producer is Claire Meyerhoff. I’m your associate producer, Kate Martinetti. The show’s social media is by Susan Chavez. Mark Silverman is our web guy, and this music is by Scott Stein. Thank you for that affirmation, Scotty. Be with us next week for nonprofit radio. Big nonprofit ideas for the other 95%. Go out and be great.

Nonprofit Radio for August 10, 2026: Low-Lift Donor Retention

 

Chris Vaughan: Low-Lift Donor Retention

So many nonprofits have a leaky bucket problem: donors don’t stay after their first gift. We all know retaining existing donors costs so much less than acquiring new ones. Chris Vaughan shares his thinking on keeping donors in the bucket through mission connection; engagement; relationships; retention rate ownership; welcome streams; and more. He’s co-founder of Sequence Consulting.

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Welcome to Tony Martignetti Nonprofit Radio. Big nonprofit ideas for the other 95%. I’m your aptly named host, and I’m the pod father of your favorite hebdominal podcast. I’m glad you’re with us. I’d suffer the embarrassment of Pacion Nicia if you nailed me with the idea that you missed this week’s show. Here’s our associate producer, Kate, to introduce it. Hey Tony, here’s what’s coming. Low lift donor retention. So many nonprofits have a leaky bucket problem. Donors don’t stay after their first gift. We all know retaining existing donors costs so much less than acquiring new ones. Chris Vaughn shares his thinking on keeping donors in the bucket through mission connection, engagement, relationships, retention rate ownership, welcome streams, and more. He is co-founder of Sequence Consulting. On Tony’s take 2. A book update. Here is low lift donor retention. It’s a pleasure to welcome the co-founder and chief strategy officer of Sequence Consulting, Chris Vaughn. He helps associations grow their membership, revenue, and impact. He’s a frequent speaker and writer on the future of associations, membership, marketing, and growth strategy. The company is at sequence Consulting.com. And you’ll find Chris on LinkedIn. Welcome to nonprofit Radio, Chris Vaughn. Thank you, Tony. Great to be here. I’m glad you are. Thanks. Donor retention. Why don’t you, uh, set the stage. Uh, we’ve, we’ve heard statistics about, uh, dismal retention rates and costs of costs thereof, but It’s, it’s worth repeating because we don’t seem to be getting any better. So please help us, uh, like some motivation about why we should be paying attention to retention. Yeah, first, and just by way of background, uh, our focus is primarily membership organizations, and we’ve been working with them to help them grow for the last 25 years. Um, but we’ve also worked with major fundraisers, right? Folks like American Lung Association, the AARP Foundation, Jewish United Fund, United Way, and so on. And what we’ve observed across the years is that the retention issues are exactly the same. They’re almost identical, right? The struggles are the same, the root causes are the same, and the solutions are the same across membership and across the donor life cycle, which is, is interesting, but also really, really valuable because all the lessons that we’ve learned from helping associations plug their retention leak and grow also work, right, in the fundraising context and, and, and we know this as background, um, so on both sides of the equation, yes, the retention numbers are dismal. Um, fundraising excellence Project says overall retention, uh, fundraising donation, donor, donor retention is about 43%, uh, which is down 4 years in a row, right? So, uh, I believe, don’t quote me, but I believe it’s at an all-time low, right? So the trends have been, uh, declining for a really, really, really long time. Fewer than half. We’re, we’re, we’re keeping fewer than 50% of our donors. Total, fewer than half of your total donors, right? Or put it otherwise, half of your, more than half are walking out the door, right? Every year, perhaps never to be seen again. Um, what really jumps out about me in those statistics is first-time donor retention, right? Which the FEP says is the single most important unsolved problem in fundraising is that less than 1 in 5 first-time donors ever donate again. Man. So think about that, and that 60% of the overall funds that you raise are from repeat donors and you can see where the leaky bucket is, right? And that’s what we call it the leaky bucket. Uh, you’re working hard to acquire new donors, you’re bringing them in the door, but 4 out of 5 of those. are never gonna write a, a check to you sort of ever again. I have this image in my head, right, of Wile E. Coyote, you know, running off the edge of the cliff and his feet are just spinning, spinning, spinning, spinning. That’s acquisition, you know, that’s the way I think about it is you just gotta keep running faster and faster to replace the donor that you just got, you know, last month. The, the, the Roadrunner has the answer. If we, if, if the two could come together, they, they would, they would solve, they would solve this problem because the, the, the Roadrunner knows what he’s doing. Exactly, exactly. But we wouldn’t have much of a cartoon series. Yeah, well, all right, well, we’ll put the kids aside. I mean we’re trying to, we’re trying to solve an an existential problem here. All right, that’s true. Um, and, and we’re also really, really bad at recapturing those lost donors once they leave, right? The report says 3%, 3%, that’s the best we can do. So 3. 123, folks who have, uh, who know about us and have cared about us enough to, to make a gift at some point in the past, um, 4 out of 5 of them are gonna walk and less than 3% of those will ever come back and give again. So it’s, it’s a real challenge. Um, and it’s a real growth challenge, right? It’s like driving a speedboat with a hole in the bow, you know, it’s, it’s really difficult to grow if you’re constantly plugging the hole right behind you. So that’s, that’s the dynamic. I mean, that’s the setup, and I’m sure everyone who’s listening to this podcast feels that, right, every single day. So, what, what, what is it, uh, why, why don’t we get at some of the causes that you’ve identified that you want to talk through and, and we’ll, then we’ll, we’ll make our way through the, the donor experience and how we can improve it. But what are some, yeah, what are some root causes you’re seeing? So, so, so why do donors lapse? Why do members lapse? It, it’s never in the mission, right? It’s not like they, they lose heart, right? Or, or, or they stop caring for the reasons that they cared about in, in the future. Um, it’s that they don’t see themselves in the mission, right? So, they don’t see it in a way that’s personally relevant to them, right? And ties back to the things that they care about personally that kind of brought them to your mission in the first place. I think that’s, that’s one really important one. It’s a sense of impact. Right? People don’t come, they don’t make gifts like this, you know, just because they want to be a part of something, they want to make a difference, right? They want to make an impact. They want to know that they’re part of something that’s changing a world, the world in a way that means something to them, and that connection gets lost. Sometimes it gets lost immediately, right? They, they just, they don’t know where the impact really, really was. Uh, and then there’s the sense of, of relationship, and not in the sense that people are coming to these kinds of nonprofits for, for community. But they want to feel like you know them, right? That, that you, you care about them, that you acknowledge them as, as people and as donors and as part of your organization. And most organizations are really bad about that for a, for a number of reasons, but those are the primary reasons is, you know, it, it doesn’t connect. We don’t connect very well to the people and we don’t connect them very well back to the mission that they just contributed to. So, you know, when we talk about a relationship, I mean, we’re talking about a first gift. So, it’s not gonna be a deep relationship, but are we treating it like the beginning of a relationship, or are we treating it like a mere transaction? Exactly. And I, I would say that most kind of new members, um, feel like a target, right? Less than a partner, right? Sort of, you know, we, we hounded them down, we sort of chased them down, we’ve got them to give one gift and they’re like, OK, now what? Right? What, what’s gonna happen next? In the donor experience, what typically happens next? Nothing, right? Perhaps nothing. We eventually we’ll acknowledge the gift. Um, that could take a long time, right? Small staff organizations that are overloaded, right? That’s sort of one of the things that’s easy to push to the bottom of the pile is donor acknowledgement, donor recognition. I’ve been on the other side of that myself. I’ve donated to new organizations, right, whose missions spoke to me or I felt compelled to, and don’t hear from them for weeks and weeks and, and weeks, and then, and I, I, I literally forget that I did it. I have to look them up and go, OK, who, who is this that’s writing to me? So, I mean, I think that was a missed opportunity or Our first opportunity to connect with one is one that misses the message, right? So maybe we acknowledge the gift, maybe we talk more about the organization and ourselves and what we do, but we miss the opportunity to make that initial connection in such a way that is going to bring them back, right, to make that next gift. Are, are you envisioning some kind of, uh, uh, a, a message about the impact of the gift that you made, you know, because of, because of you, this work continues or we can do this, or what, what are you envisioning in a, in like in an ideal first communication, uh, not a, hopefully, it’s not a tax receipt, you know, you know, right. I mean, let’s not send, uh, OK, let, let’s get that off the table. Like it shouldn’t be a tax receipt. Uh, that can come later or it doesn’t even need to come at all. I mean, you can, you can have a narrative letter that’s, that includes the date of the gift, the amount of the gift, and then goes on to, letter or email. Uh, uh, uh, I’m not suggesting it has to be print, but whatever the channel, uh, that, that ties back to what your gift did. exactly, and so, so, um, Real life case study, work that we did with the American Lung Association, although they’re, they’re quite large, I think all the lessons learned apply, right, to small and medium sized nonprofits as well. But they were in exactly the same place where only 25% of their first year donors would, would ever give again. And, and they had a file of several, several million. donors that weren’t coming back, right? That had gone back about 5 years. So that’s very typical, uh, uh, problem that you might be up against. Their solve for it was, was two parts, and the first part was welcome stream, which we’ll talk about first, and the second part was recapturing last slapsed donors, and they had a lot of success. So let’s talk about that too. But the, the welcome stream acknowledged the fact that the decision to give again is made in the 1st 90 days at most, right? So if, if someone hasn’t recommitted. That they’re gonna support you on an ongoing basis in the 1st 90 days. They probably never will, and often it’s made much faster than that in the first month. So a really effective welcome stream responds immediately to the gift, right? Acknowledges it and then asks questions, right? Tell me more about you, Tony. Why did you give? What is it that you really, you really care about? How is this personally connected to you? So in the lung association, people give, uh, perhaps because someone or someone in their family, right, has, has, uh, you know, been exposed to had an experience of cancer or of COPD. So very personal missions. If we know that. We can communicate with you so much more effectively in the future about the things that we know you care about. So the first message was getting to know you. Tell us more about you and, and what brought you here. That was number 1. OK, well, before we go to number 2, how, how do you get that feedback back? So this is, this is an email and then folks are answering or it’s an SMS. It’s a, it, it goes in an email, but it’s a quick pulse survey. It’s just a really quick 5 questions, Quick survey. No, no more. Takes 10 seconds to answer it, right? But now I have that information on the file and I can segment my communications to you in a way that’s 100% more effective and people appreciate being asked, right? Like, oh, they want to get to know me. I’m not just a number. This isn’t just a transaction. This is more than a tax receipt. That’s week one. Week 2, we give them an offer, right? Here’s other ways that you could get involved. Thank you, Tony. You told us you care a lot about smoking cessation, and here’s some programs that you can get involved with, right? Here’s some other things that you can do. Here’s some other ways that you can give to sort of bring them in, sort of invite them into the organization in ways beyond writing checks. Also important, right? Sort of expands the relationship. And the third week, and this is counterintuitive, is to ask again, right? Make another gift. Three weeks after the first, and the campaign was incredibly successful and many, many people did because it was recent, right? It was personal, right? And we had shown both interest in them as a person and connection back to the mission. So very simple 3 part email series. There’s no reason, uh, any size not for profit couldn’t do that. Um, you know, based on all the modern email systems that we have now, uh, it really transformed their donor cultivation, right? Their first year retention skyrocketed by a campaign really just as simple as that. And over the next couple of years, they grew their donor file by 50%, 50, through a combination of more effective welcome stream and then this lapsed member campaign that we ran. OK, before we get to the lapsed members. Uh, all right, so this welcome stream is, uh, 1 a week, so you’re doing it in 3 weeks. So you’re trying to capture the, the, the, the, capture the folks who make that decision. You said, uh, most people make it within 90 days whether to give again, but a lot of people make it within 30 days. So you wanna, you wanna get, you want, you want the more recent. You’re, you want the within, within, you’re doing it within 3 weeks, 21 days. Yeah, the the the soon, the sooner the better, and I think that’s a big miss in a lot of these organizations is they feel like it can wait. Um, and we see this across voluntary organizations of all kinds of membership and donors. You, you cannot wait. Why, why do they, why do they, I, I haven’t heard that. I mean, I know we have trouble with retention. Obviously, I, I’m, I’m completely on board with, uh, uh, and agree with the, with the, the problem, but I, I haven’t heard, you know, we, we think we can, we figure we can wait. What do we, wait, wait, wait to thank, wait to welcome. Wait to, to engage, uh, that’s, that’s, that’s counterintuitive. All, all, all of the above, and the reasons are, uh, uh, uh, we think are really structural, right? Retention is not a strategic priority. Boards get excited by acquisition, right? How many new donors did you get? No one gets excited about retention, although we can all do the math. Um, that’s one reason. No one owns the number in most of these organizations. No one is accountable to the retention number, right? It’s just a number that’s sort of, uh, out there. That’s true. That’s a very good, uh, I don’t want you to lose your other points you’re gonna amount to make, but that’s, that’s very true. Acquisition, then the, the channel gets, uh, the, the channel gets the credit or the, the, the accolades for the, the number or the percentage of, of, Gifts that we got from the acquisition campaign, whether it’s digital or print. Then, but then no, you’re right, nobody owns the retention number. How many of those donors did we keep? How, how many of those made a second gift within, uh, let’s say 30 days or 60 days, whatever our, you know, we should be able to do this, the welcome stream within 30 days, but how many of those folks do we keep? But nobody, nobody really is accountable to that number. No, right? And that, that’s surprising considering how important it really is, right? Like a, a, a 10% increase in repeat donors will net you far more than a 10% increase in retention because we’re gonna lose 80% of the folks that we acquire. We know that. The, the other number, and again, this holds true across all kinds of organizations for the last 25 years, right? A first-time donor, maybe 30% chance that they’ll repeat. A 3 time donor is 70% likely. To repeat, a 7 time donor is 90% likely to repeat. So the more you give, the more you give. And this dynamic, it’s like a law of nature in these kinds of organizations is that there’s a threshold, it’s typically 3. Beyond which this becomes a long term commitment. It becomes a long term relationship, and 3 is not a lot if you think about it, right? If you make a gift, if I can get you to give again in the 1st 3 weeks and then get, get, get you to give again a few months later, and now I have a, a reliable repeat donor at 70%, that’s way better than 20%. Mhm. Yeah, yeah, that’s excellent. OK. OK. I, I, I, I derailed you a little bit. Uh, uh, we were talking about why, why, why are we, why are we think thinking we can wait? And, and I made you digress around, uh, the thing that boggles me, uh, that, that I’ve heard is that, that, uh, well, that nobody owns that retention rate, but are there other, uh, I want to go back to, other reasons why we, the nonprofit feels that we can just hold off on this? I, I, I think there’s a sense of learned helplessness, right, which is, you know, we’ve sort of trained ourselves that most donors don’t give again, um, which is unfortunate because in our experience, this is something that you can change, but I think ingrained in these organizations is the expectation of, I better go find a new one because this guy’s not coming back. Well, that’s self-fulfilling. Well, yeah, that’s self-fulfilling based on bad behavior by the nonprofit. Agreed. Uh, most of these organizations don’t have a structured welcome stream process like I just described that, that runs automatically, which is the ideal. I mean, this is something, you know, as soon as the donation hits the system, it should trigger this campaign to folks. I think a lot of these associations have a campaign mindset, right, is we’ll wait until the next campaign to ask again. Uh, even if the next campaign is 6 months from now, right, by which time 80% of these people have, have moved on. Well, they’ve long forgotten. They, they forgot the donation that they made 6 months ago. Exactly, and then they go into our lapsed donor file where we generally forget about them. Yeah. Yeah, every couple of years we try to revive them. Exactly. It’s time for Tony’s take 2. Thank you, Kate. Just have an update on my book, which is on schedule to be launched. September 15th, it’s planned giving accelerated, the cut through the shit, no-nonsense, practical, step by step guide to launch long-term fundraising at your small nonprofit within a week, starting with bequests. The title may be longer than the book. Did you need a nap? That’s the book title. So it’s, um, it’s, it’s, it’s interesting. Once you hand it over to the editorial process, which the first editor is the line editor. Which is mostly about substance and organization. Once you hand it over there, then, uh, you, and then it goes to the copy editor. The copy editor is mostly about consistency, rules of grammar, Chicago Manual of Style type editing. And, uh, then it goes back to the line editor, then it goes back to the copy editor. And then it goes to the graphic designer. You notice the writer is out of it. Uh, uh, I mean, they asked me questions, but Once you, once you write your manuscript, you’re pretty much out of the process, except for answering some discrete questions about what did you mean here, or can we say this a little differently, things like that. So. Uh, interestingly, I’m not, uh, I’m not too involved. I mean, yeah, I’m not too involved. They keep me apprised, but I’m not too involved. Oh, and then after the back and forth with the editors, two rounds of that, then you have a proofreader. You don’t want to skip the proofreader either, so that’s a. It’s another iteration you go through. But we’re on, we’re on schedule, so not to worry. Nunja worry, as, uh, as my grandpa Martine Etti used to say, would be Kate’s, uh, great grandpa in his Italian New Jersey accent. Nunja worry, Nunjawari. So, none to worry, it’ll be out by the 15th of September. And that’s just an update on my book. And that’s just Tony’s take 2. Kate, I am excited to, I don’t know. I don’t think you’ve shown me like the cover yet, but I’m excited to see the cover and the whole entire. Title on it. It fits. It fits. It fits. I want people to know this is not some academic text that you’re gonna find at the Columbia University, uh, master’s degree program in nonprofit management and fundraising. It’s not gonna be at Columbia or any, it’s not gonna be in any, any higher education curriculum. This is a, this is a, Practitioner’s book, it’s fun. Obviously based judging by the title, right? I want folks to know this is a fun book, not an academic planned giving text. Well, none to worry. Thank you very much. That was Grandpa Martinetti. Thank you. We’ve got boou butt loads more time. Here’s the rest of Low lift donor retention with Chris Vaughn. Improvements. You you have some ideas for small improvements, like for the welcome stream. OK. 3 messages a week apart. The 3rd 1 is an actual, uh, uh, ask for a second gift. So, so, uh, another really important part of that campaign was targeted segmentation. So, um, these types of organizations have a bad habit of talking to everyone about everything they do, right? So we get really excited about all of the mission work we do and we should because we do such great work and we figure if we tell you about all of it, right, we’ll impress you. Something will stick. We’ll throw it all at the wall and something will stick and, and something is actually gonna stick. Well, actually the opposite is true. I, I can’t, I can’t see myself in that. So Lung Association, again, back to our example, uh, had 30 different segments, 30 that they thought about people and all the stuff that they did, right across their, and, and that’s. Completely unrealistic, right? uh, no staff can operate against 30 segments at the same time, right? You can’t accurately bucket people, even with the resources of an ALA. You can’t bucket people accurately, and you don’t have that much to say about 30 different things, I’m afraid. So we, we did the data analysis and we looked at all the millions of folks in the file and what they’d given to and what they cared about, and at the end of the day it was 3. There’s only 3 reasons why people give, right? It’s smoking cessation, it’s uh COPD and lung cancer, right? Those are the causes, and they seldom overlap, right? So maybe I care about cancer and smoking cessation, but by and large, I’m drawn to one of those things and not the other. What were the other, what, what were some of the other 27 different segments that had, these just things just evolved over time. For years and years and nobody looked holistically over time or, or should you talk to a cancer patient different than a cancer survivor, different than a cancer caretaker? No, not as, not as a fundraising organization, no, that doesn’t really matter. What matters is that they care about the condition and the good work that you were doing to help cure it. That was the message that we had to tell. OK, OK. So we were able to, because we were able to go through the file and identify previous donors. What they’ve given to when and why we could pretty accurately bucket them. Into one of these cause buckets that we cared about and that’s all we talked to them about. So if we know that you care about lung cancer, that’s all we’re gonna talk to you about. We’re not gonna try to convince you to care about some other issue. We’re gonna talk about all the great work that we’re doing to cure cancer and how you can personally help and how much difference your donation made to the millions of dollars that we raised for cancer research, etc. etc. etc. and now I’m speak your language, right? And, and for the new, for the newest donors, you have the survey results. You have, you have the quick, you have the quick survey from the 1st 3rd of the, of the welcome journey. Welcome stream, you call it welcome stream. Some folks call it a journey, but whatever, yeah, on, onboarding. But yeah, but you have the survey. Now, you, you had millions of donors who you had to categorize into 33 sort of programmatic areas, but, but for the newest donors, yet you, you do have the survey results at least. You, you do, and that’s, that’s 1000 times more than, than you had before, right? I have some, at least I have some idea. And then the next time you give, I’ve just confirmed it, right? That this is the kind of donor you are. These are your issues. These are the kinds of things that you respond to. And that’s part of why it was so transformational is they’ve never expressed themselves that clearly, right? To, to donors about why should you care? And, and what difference does it make that you’re here. It makes a huge difference. And let me tell you how. So that messaging on top of the urgency, right, on top of the inviting nature of the welcome stream was, was just a radically different experience than anyone had ever had from this organization before. Uh, and, and, you know, the end result was a massive increase in, in donor retention. Now what was that project like to get this down, get millions of records fit within 3. 3 programmatic areas. Uh, the actual analysis wasn’t hard. Convincing the organization was, as you might imagine. All right, so say some more, say, say some more. The analysis was pretty obvious, uh, but, you know, convincing the organization to, to think differently and, and, you know, people are, are attached to their own area and what they work on, but to convince them that we’re all gonna be better off. If we consolidate our messaging and communication around where the donors are at and not where we’re at, we’ll be much better off as an organization and ultimately we did. It’s human nature. But you know, but we have to talk to our, our, our daaf lung cancer donors differently than we talk to our online lung cancer donors. And you’re saying just talk to them about lung cancer. Just talk to them about lung cancer and, and how, how, and how you’re making a difference. And, and people give vehicles. What, what about, we have our vehicle and death lung donors. They are get, they need to get different messaging than our. Online and, and sustainer lung cancer donors. No, all right, so you’re, they don’t, it, it really, it really doesn’t matter. It, it, it really, really, really doesn’t matter. Up to a point, donation size doesn’t really matter. I mean, until you get to major gifts, right? It, it really doesn’t matter. Demographics don’t really matter. I don’t care how old you are. I don’t care where you live, right? I care what you care about. That’s, that’s the strategy here. I’m letting that sink in. I care what you care about. So, so know what folks care about, and then talk to them about that. And only that and that’s, that’s the hard discipline. I mean, part of the, part of this welcome stream was, uh, we call it the no fly zone, which is that’s the only thing the new member is going to hear from you, your new donor is going to hear from you during that 1st 90 days are welcome stream messages. No one else is allowed to communicate with them. Right? So we’re not gonna talk to them about every other program we’re gonna do. We’re not gonna talk to them about, you know, this campaign or this event or whatever we’re gonna do. We’re gonna get, we’re gonna welcome you and get you on board and we’re gonna get that second gift before we start talking to you about anything else, critical, critical, critical, because the noise that, you know, organizations like this can generate in their enthusiasm. Dilutes the message, right, and trains people to ignore them right out, right out of the bat. Oh my gosh, I gave a check and I’m getting 10 emails a day. And sometimes that’s not an exaggeration, um, but my, my welcome message is not gonna break through, right? So you have to stop, turn off everything else, no fly zone for 90 days, focus on that second donation, that’s the win. 90 days. OK. OK. That’s hard. Yeah, well, that’s discipline. All right, but you, you want, you’re, you’re imposing messaging discipline on, on any nonprofit that wants to talk about all the work they do because the, the, the person might be interested in something else. But, but we can get there. We can find that out, you know, we could find that out in year 2, maybe, or in, in 6, in, in, we can find that out maybe in 6 months. But initially, just talk to them, just like, just care about what they care about. For 90 days, for 90 days. And then we can, you know, there’s time. If you get the second gift, then, then, well, the, the second, the second gift means the third gift is more likely, and then the third gift means decades of giving or, or highly. So there’s time, there’s time. And just to be a little controversial about it, who cares if they’re interested in something else, if they’re consistently giving to this? Yeah, yeah, who cares? Who cares? Good. No, that’s not, yeah. All right. Um, that’s excellent. Well, what, so, uh, where, where should we, what would we talk about, um, trying to get some like decision making. We need leadership buy-in. Where, where do you want to go next? I, I just forget what I just suggested. Let’s talk about laps. Let’s talk about laps donors. Oh, the lapse donor. Oh yeah, no, that’s right. We’re capturing, we’re capturing the lap donors. Thank you. So you have a lackluster host. You need to, you need to keep me on track. Yes, the lapsed donor recovery. This is something that I’m, I’m, I’m passionate about because most of these organizations give up way too soon. Right, uh, uh, on, on, on campaigns, and we found over the years that organizations that are successful keep asking much longer than organizations that just sort of stop and give up and figure up they’re gone, right? Um, some of them never stop ever, right? If you were on the file, they will respectfully, right, but they will continue asking. We write them off and that’s where that 3% number comes from of us being able to reactivate, you know, some of our lab’s donors where it actually they should be your low hanging fruit. Why? Because you know something about them already, right? You know why they gave before, you know how much they gave, you know they when they gave before. You can reference all of that in these messaging and communications. They already know you. You don’t have to tell the story. They cared about you once enough that they were gonna give you some sort of money, so you’re, you, you should be way ahead of the game. Than you are versus a random acquisition person, but we give up on them as if we assume they’re mad at us, right? They left because they were upset. No, they left because they were indifferent. That’s a very different problem to solve. So, number one is don’t give up on your lab’s file. In our ALA case, right, they had millions of folks who’d given in the past who’d never given again, and we put them all back on the target list from as old as 5 years ago. So if you’d given within the last 5 years. You, you were, um, you know, you were in this, we called it the winback campaign, and it operated very similarly to the welcome stream. It was targeted. It was segmented. It was based on data that we had about you. Um, it went out in a multi-part stream, um, and it was phenomenally successful. They more than doubled their recapture rate. They recaptured 7%. Uh, of their file, um, over the, over the next year. So between onboarding and this lapsed member campaign, same philosophical right fiber to them, they added 300,000 members to their donor file. Net of acquisition. So simply by reactivating lapsed numbers and activating new donors, they were able to accomplish that kind of growth in their file. So when, when people write off their lapsed donor, they kind of pull my hair out a little bit and say, you know, that’s the money that you’re leaving on the table. All right, let’s go into a little more detail about the Winback campaign. So, it’s also 3, is it also 3 messages over 3 weeks? Or is it long or what, what did you do? I think the winback campaign probably went a little longer because I think we had to, we felt like we had to walk them back into it a little bit more, right? But part of it was acknowledging that you’ve given in the past, right? And, and being very specific about that. Like, we know exactly what you did and exactly when you did it. Thank you again, right? We really appreciate you doing that. Here’s, here’s something new. Tell us about you, right? Again, you know, the survey, you gave them, you, you give, you give them the survey. Yeah, absolutely, right. People want to be asked about that. Tell us about you. Here’s some new opportunities for you. It’s been a while, right? Maybe you didn’t know we were working on this, this, this, and this. Here’s some more impact messaging. Uh, you know, you may have been wondering what happened with your gift, but this is what we’ve done. In the last year, in the last 2 years with, with these gifts to, you know, cure COPD or, or whatever, and then we ask again. I mean, that, that was the stream, uh, and we would continue to, it wasn’t one and done. I mean, we would continue to keep them in this winback campaign pretty much indefinitely. Um, we would communicate less frequently, right? We don’t want to be obnoxious about it, but the philosophy essentially is never give up. And why would you give up, you know, and, and we were successful. The, the, the longer lapse they are, the harder they are to get back, but we were successful, up to 5 years out, bringing people back in as active donors who had been inactive for that long. And this was digital. Did you say this was an email campaign, to win back? It was all email. It was all email, no print, right? There’s no, there’s no print. Print it’s too expensive, yeah. For the, for the low likelihood, uh, of, of, uh, regaining somebody. OK. OK. So, so, you know, they had Salesforce, right? Big expensive, you know, data and email tool, which was overkill for this, right? You don’t need all that. I mean, any, any donor system that you’re running has the capabilities, or you can very easily bolt them on to do this kind of, you know, triggered campaign email that I’m talking about. You know, any organization has the ability to segment their file. Uh, especially now, you know, using AI, it’s actually very easy and very quick to do the kind of segmentation that I’m talking about and put it back in your donor file. So technology is not the obstacle, uh, anymore. I, I think it’s, it’s, uh, right, strategic framing, right? Sort of thinking first, A, the retention is important, right? Uh, and, and B, that it, it, it’s a program, right? It’s not something that happens, it’s something that we have to intentionally design, uh, and activate around. You have, um, some thoughts about, uh, leadership and structural decisions, creating the churn that we’re talking about. What’s your thinking there? The first was one we’ve talked about already, which is prioritizing acquisition over retention as, as, as an, as an organization. Um, well, another one would be dismissing your lapsed donors, dismissing your lapsed donors, uh, for, for whatever, for whatever reason. And again, I think there’s maybe this sort of sense of learned futility, which we haven’t been successful in the past, therefore, we’ll never be successful in the future, even if we do something differently, which our experience says is completely untrue. Um, but I do think there’s just sort of the kind of the ingrained ways of thinking in these organizations that, um, they stop them from even trying, you know, to do things differently. I don’t know. Do you agree with that? Oh, yeah. Uh, well, I said earlier, it’s self-fulfilling, you know, we, we never have in the past gotten lapsed donors back in, in, in decent numbers. So why, why keep trying? But, how about trying something different? Yeah. And, and I think it’s the way that board and leadership measure things, right? So we’re looking at new donors, whereas if the, the key metric was just the total size of the file, we would look at it very differently, right? So it’s, it’s not how many new donors, it’s, you said it yourself earlier, how many of them are we keeping? Are we seeing year over year growth in the total file and the total revenue is a very different way of looking at kind of cultivating your, your total donor base. Uh, many organizations don’t, you know, we, we see this, and we see this in membership too, you know, the acquisition rate is really strong. It’s really great, and no 1 may ever look at the retention number. They may not be able to tell you what their retention number is because they assume all this acquisition activity means that everything is fine, uh, and everything is going OK. So I do think there’s a kind of institutional blind spot around retention for a lot of these organizations, but I don’t know why. Well, I, I think a big part of it is, as you said earlier, uh, nobody, nobody’s, nobody’s measuring it. I mean, no, not you, we said nobody owns it, nobody’s accountable to it, but, you know, the, so the things you don’t measure are just gonna languish. That’s right. But when you start measuring and you start benchmarking and you start setting goals, you can, you can move the needle. I mean, it’s not guaranteed, but at least you’re paying attention to the problem. Yeah, I think that’s right. And I think there’s a structural lack of, uh, urgency that we talked about before around, you know, it can wait, it can wait till the next campaign, right? I just, I think there’s a lack of appreciation for how quickly human beings make decisions like this about what they want to be affiliated with when their expectations are, are not met. Um, it’s true across a lot of organizations. I think people feel like, well, We got you in the door. That was the hard part, right? And we’ll let the rest take care of itself. Yeah, but it doesn’t. Uh, and, and we know that it’s not taking care of itself. All right. Um, you’ve got some ideas, uh, uh, practical, low-cost ways. For small and mid-size, I, I, I appreciated you, you shouting out our small and mid-size nonprofits. Those are our listeners. Uh, American Lung Association probably is not listening. Although I, I think they could, they, they could learn a thing or two from, uh, from our guests, but, uh, we’re, we’re, we’re, we’re, we’re produced for the small and mid-size nonprofits. So you’ve got some like small things, low lift, but maybe, uh, outsized impact ideas. Yeah, I, I think, I, I really do think that nothing that we’ve talked about is beyond the reach of, of, of, but perhaps the very, very smallest, you know, organizations who, who have no staff whatsoever. The, the technology has really changed the game, uh, in terms of the ease of lift around these kinds of things. The, the, the first thing I would do would be to pull my lapsed donor file. Uh, and, and really, really understand it. I mean, how many are out there and how long have they been out there and what have we done to try to get them back? I mean, what, what would it mean to try to segment them? Have we, have we ever thought about that before? I mean, I would spend some serious time with that file and ask myself, um, why haven’t we taken another swing at this and what would it mean if we did it? I think that would be step one. OK. Do you have a step 2? I, I think step two would be to start. Thinking about the right way to segment your members and some small organizations may be single cause organizations, and that’s actually great, right? Because that, that solves that problem for you, but other organizations communicate about a lot of different things in a lot of different ways and, and being able to consolidate that to manageable high impact segments is really important. I think I would start giving some. First, be honest about that. I mean, are we overcommunicating? Are we diluting our own message? You know, are we talking about what the donors care about? are we talking about what we care about? Have that conversation with yourself that’s free, uh, for you to do as an organization, and then, uh, think about what you can do in terms of a highly effective. Welcome stream, even if you can’t do multi-part email, and I think you probably can, right? Even if you can’t do targeted segmentation, and I think you probably can, what can you do immediately for a first-time donor to bring them back into the welcome stream and get them to that second gift, right? Using whatever tools that you have, it’s, I, I don’t know that it has to be sophisticated because anything you do is probably better than what you’ve been doing, right, up until now, or your retention numbers would be better than they are. That survey that goes with the, the 1st, 1st message in the welcome stream or in the, in the, in the windback for trying to recapture lapsed, lapsed donors. Um, I, I imagine that that’s, well, I think you said 10 seconds, but it was like a 3 question, 34 question survey. Maybe 5, sort of 5 very, very quick, welcoming kinds of questions. Hey, we’d like to learn a little bit more about you, right? You know, how did you hear about us? What moved you to give this time, right? You know, what, why is it, you know, why is smoking cessation personally important to you? Uh, those kinds of questions. Um, you can take free form answers to, those are easier to process now than they used to be. It doesn’t have to be checkboxes. That’s actually the most important stuff. Uh, we learned that lesson too from some research that we did with, uh, World Wildlife Fund, who does something very similar to this, but their survey responses are open-ended. So I don’t have to do check boxes and, you know, again, the technology is not that fancy now, but to figure out, you know, in Tony’s own words, this is what he cares about, and then they feed your own words back to you. So they will literally communicate with you in your own words that they collected from that upfront server, which I thought was brilliant. All right, that’s a great use of technology. Capturing, capturing their words and inserting them into messages back. Yeah, and it, and it really, really works. I mean, it’s like hugely effective and it a couple of years ago that would have been like Star Trek stuff, right? Like, you know, that’s impossible on their own. It’s not with the AI AI powered tools and a lot of them are built into these donor management systems now, that kind of stuff is becoming more and more automatic. Uh, so I encourage all of our clients, it’s like, look at the technology you already have. I don’t, you, you probably do not have to go out and spend thousands of dollars to buy some new tool. These capabilities are either built into what you’re already paying for or they will be next year. So have that conversation with your vendor. What capabilities are you not using that are right there at your fingertips. OK, Chris Vaughn, you feel OK? Is there anything you want to leave our donors with that, uh, We, we haven’t talked about that you want to. Uh, uh, uh, encouragement, right? I, I would wanna encourage. Did I just say leave our donors? I think I just said leave our donors with. I’m so focused on donor retention. Yeah, you’re donors right now. Leave our listeners. Leave our listeners donor. Well, we’re donor-focused. No, we’re listener-focused. It’s a podcast. It’s not a, it’s not a nonprofit. So leave our listeners. I, I would And it’s gonna sound obvious, but take, take retention seriously, right? Elevate it to a strategic priority. It is far and away your fastest path to revenue growth is to bring that retention number up. That that’d be the most have this conversation. Your board should be talking about this. You should have this conversation. They should know these numbers, the benchmarks as well as your own, and understand the compounding arithmetic. Of repeat donors and bringing them up and, and I think a lot of boards really, really don’t. I mean, so, uh. The problem is solvable, and, and I feel like a lot of folks coming into this conversation feel like that’s just the way it is, right? Donors just don’t come back. I think that’s not true. I think donors that aren’t, aren’t managed well, aren’t welcomed the right way, right? Aren’t asked to come back the right way, don’t come back. But our experience shows and, and, and the example that I’ve been talking about shows that it, it, it can be different. So, um, part of it is encouragement, which is take this seriously, and part of it encourage it, it’s solvable, right? This is not a problem that can’t be solved. It’s not a problem that you can’t solve as a, uh, a small organization, I mean we. Um, you know, this is, this is our mission as a firm is to help organizations grow, right, to grow membership and, and to grow revenue, and we’ve been, we’ve been at it for 25 years, and nothing makes us happier than to see these organizations succeed. I, I think the things that I’ve been talking about today, um, are not complicated, and, and maybe they sound complicated to a small staff organization, um, but it, I. Having done it for all these years, it’s, it’s not, I think, you know, I think what’s hard is to make the mental shift in the first place, that this is important, uh, and that, you know, we need to be more urgent about it. I think once you turn that corner and elevate this to the strategic priority, the, the how and the what becomes, uh, uh, an awful lot easier. Um, so I, I would leave that with your listeners as well as you don’t be intimidated and don’t be afraid to take this on. I think these are, these things are all well within your reach. The company is Sequence Consulting at sequence Consulting.com. Uh, it’s co-founder and chief strategy officer is Chris Vaughn. Chris, thank you very much. Pleasure. Thank you. Thanks for sharing all this. My pleasure. Next week, grants fundraising before you start writing. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. Our creative producer is Claire Meyerhoff. I’m your associate producer, Kate Martinetti. The show’s social media is by Susan Chavez. Mark Silverman is our web guide, and this music is by Scott Stein. Thank you for that affirmation, Scotty. Be with us next week for nonprofit radio. Big nonprofit ideas for the other 95%. Go out and be great.