Adrienne Figus: 5 Project Management Tools For Non-Project Managers
From project charter to closing report, Adrienne Figus walks you through the essential tools to help you take control of the changes you may find yourself leading. She’s with Madison College. Here are the resources Adrienne refers to.
Edward Wilson & Ellen Samuel: Cybersecurity On A Shoestring
Our panel covers 10 essential security measures every nonprofit can implement right now, without an IT team and without breaking the bank. From knowing where your data is to changing default configurations. And from firewalls to offboarding data. They’re Edward Wilson at ArchTech and Ellen Samuel from Just-Tech. Here are their resources.
Simone Carvalho & Rebecca Kaplan: Make Confident Tech Decisions
Simone Carvalho and Rebecca Kaplan explain when you need an audit of your tech stack, and the steps to conduct the assessment. Along the way, you’ll lean on surveys, interviews and process maps. Simone is with Skeleton Key Strategies and Rebecca is at Feeding America.
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Hello 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. I have to apologize for the audio today in our 2nd and 3rd conversations. Consistent with the lackluster host that you know you suffer with, uh, he, I, Failed to plug in the, uh, microphones to my phone. For these two conversations. You see, at, at NTC, of course, I got all my remote gear. We’ve got 4 microphones set up, one for me and one for, and 3 for, uh, the other, for the panelists, the guests, and those mics go into the mixing board, and the mixing board plugs into the phone because my phone is where my recording app is. I use an app called Hindenburg. Well, for these two conversations. I didn’t realize that I had not plugged my phone in from the mixing board, so the sound you’re gonna hear in those two is just. My phone picking up voices, uh, along with all the ambient noise. So, the phone, of course, is sitting in front of me, so I’m loud and clear in these last two conversations today, but the guests are a little quiet and there’s ambient noise, and I did the very best I could to strip out the, Ambient noise as much as possible without reducing the, the guest voices, and I tried to elevate the guest voices and make them as clear as possible, but Uh, my apologies for the audio quality on the, the last two of today’s conversations. But nonetheless, I’m glad you’re with us. Cause I’d be hit with stomatalgia if I had to say the words, you missed this week’s show. Here’s our associate producer, Kate, to tell us what’s going on. Hey Tony, I’m on it. We wrap up our coverage of the 2026 nonprofit technology conference with three conversations. First 5 project management tools for non-project managers. From project charter to closing report, Adrian Figgis walks you through the essential tools to help you take control of the changes you may find yourself leading. She is with Madison College. Then cybersecurity on a shoestring. Our panel covers 10 essential security measures every nonprofit can implement right now without an IT team and without breaking the bank. From knowing where your data is to changing default configurations, and from firewalls to offboarding data. They are Edward Wilson at Arch Tech and Ellen Samuel from Just Tech. Finally. Make confident tech decisions. Simone Carvalho and Rebecca Kaplan explain when you need an audit of your tech stack and the steps to conduct the assessment. Along the way, you’ll lean on surveys, interviews, and process maps. Simone is with Skeleton Key Strategies, and Rebecca is at Feeding America. On Tony’s take 2. Thank you, N10. We are sponsored by the Bridge Conference. Tony will be with more than 2400 nonprofit professionals at Bridge, July 29 to 31 in National Harbor, Maryland. Info and registration at bridge.org. Here are 5 project management tools for non-project managers. Welcome back to Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology conference. My guest now is Adrian Figgis, project manager at Madison College. Adrian’s topic is five project management tools you need, especially if you’re not a project manager. Welcome to nonprofit Radio, Adrian. Nice to meet you, Tony. Thanks for having me. It’s a pleasure. I love this topic, project management, something we haven’t spoken about on the show for a long time. Could you give us a high-level view before we get into some detail? Sure, so this session grows out of what I wish that I had had handed to me when I was first becoming aware of project management as a discipline and the challenges of projects generally, uh, before I became a project manager and a lot of that was handed to me, you know, here at the NTC over the years, many years ago, and so this is I’m here to try to give back and. And see how can I help at least a little bit with people who are dealing with massive projects without a specific project management background and try to increase the overall culture for project management in our nonprofit community. All right, thank you. So let’s dive in. You have, um, you have 5. 5 steps, not 5 projects, 5 tools, 55 tools that you’re, you’re giving back to the community. I love that. I admire that. Thank you. I, I consider myself a member of the community. I’m, I’m not involved at all in project management. I have a one person company, so my projects are modest, uh, by scale and in terms of yours in comparison with yours, but. I can still say thanks for giving back to the community. That’s awesome, awesome. You’re very welcome and, and thank you for the same, you know, I think you, you clearly give a lot back to this community too, and it’s really what we’re all here for here to do at NTC. We’re all contributing. All right, uh, first, before we get into the 5, let’s define what what you mean by a project. So the, you know, technical formal definition of a project is a temporary endeavor that creates something new. So that is as opposed to operations, which is the ongoing work that makes up, you know, the, what we actually are doing. Regularly on a regular basis, but those things flow together, you know, and, and there’s overlap in a lot of cases, especially in smaller, you know, organizations like, you know, yourself a solo shop or small organizations that don’t have a formal culture of project management. Um, but I think that core of it’s a new thing we’ve never done, so we don’t already have a playbook for it, and it’s, uh, a temporary thing that at some point we will hopefully succeed and be done with it, um, or it will shift and become our operation. ongoing and so project management are those tools that help us with that newness and temporarineness to then hand over to a related but different set of skills for for optimizing the operations. OK, um, is it necessarily, uh. A tech related tech project? I mean, could it be a capital project? Could could these tools apply to that kind of project or absolutely these tools are, are project type agnostic. Um, I, most of the projects that I manage have something to do with tech. I work as a project manager in an enterprise project management office in a college and we rest. Inside the tech department, so just by virtue of that there’s usually tech involved, but we’re also doing organizational change projects we’re doing, you know, things that maybe only incidentally have tech, and a lot of what I’ve learned about project management, especially through the NTC goes back to work that I’ve done in my previous career in fundraising. So a fundraising appeal can be a project because it’s, you know, that appeal itself is a new thing that will end it goes into your operational flow of projects. So really anything, um, tech is, is just the, the, the hook here. Oh, that’s our, yeah, that’s our medium here. OK, cool, yeah, um, so let’s go. Into the tools. What, uh, what are they? All right, so the 5 tools that I brought, you know, they’re, they’re by no means the only tool I talked to a project manager. There’s hundreds, but the 5 that I think are, are a good head start for people who, you know, have, have not done this before and might apply to basically any project are the project charter, the stakeholder register, the communication plan, the meeting agenda, and the closing report. Um, and do you wanna go into reasons why I chose those, or yeah, yes, but would you say them one more time for me? Absolutely. The project charter, the stakeholder register, the meet, uh, communication plan, uh, meeting agenda. And a closing report. OK. Yeah, so let’s start with the project charter. Sure, uh, so the project charter is a document, you know, it can take a lot of forms. It’s less common in organizations that don’t have formal project management, um, but you can do it in a really lightweight way. It’s essentially a contract that sets out the basic terms of what are we doing, why are we doing it? Who has given us the authority, what kind of resources do we have, both financial and people and time, um. How will we know that we did it correctly? So, so like scope, like a, a, a scope of work, yep, it includes the scope of work. Um, it includes the, the mission and vision of the project. It includes, you know, the scope of work also crucially includes what’s out of scope, what are we not gonna do, um, and it also pulls together who is in the project team, who’s in the governance, who’s responsible for the project, budgeting as well as in here. The scope is gonna impact budget, obviously, clearly, OK. Um, all right, anything else on the, on the charter? I don’t wanna go through, I don’t wanna go through them too fast. I don’t want you to give short shrift to nonprofit radio listeners. No, I could tell you’re not doing that. The, the charter is one that’s really easy to skip because it seems intimidating, especially if you don’t have a project management office, so you’re not a project manager, but even just a single one page that says this is who said it’s OK to go ahead with this project. This is what we’re doing. This is what we’re not doing, and you know we have a budget. It came from this department or whatever, um, taking the time at the start of the project to have those discussions to identify so you don’t get six months into the project and realize, oh, turns out no one actually gave us permission for this, and now we’re getting a lot of pushback, that kind of thing or what we’re not clear what the budget, yeah, I can see. I mean, like a lot of things, the preparation and the planning are valuable even though they’re a time suck, but they’re gonna pay off in ways that you may never even learn through the, the remaining 44 tools, right? I mean you, you’re gonna get creep and uh yeah, accountability and authority issues and things like that that you’re gonna avoid if you’re intentional at the. Yeah, at the outset, OK, um, I, I got an interesting question from one of the participants, um, who was describing a situation where she’s, you know, new to a, a department in her Oregon is being tasked with picking up a project that has gone adrift because there was a lot of staff turnover. The people who were on it are no longer there. There’s uncertainty of what was done. Things are in some abandoned asana boards, and she was asking about what to do to move forward. And I really think that taking some time to write a new project charter and say like this is maybe the phase two of this project we’re starting over again we’re acknowledging what was done, but we’re not gonna be bound by like a contract that was maybe implicitly created even if it wasn’t written down by people who aren’t there anymore to carry out the terms of the contract, but that’s a proxy for the conversations that have to be had anyway and it’s the the the charter as a holder for that. And then the register, the stakeholder register, so you know, projects like operational work and anything else else we do in pro in nonprofits are actually all about people, you know, nothing is gonna happen. AI is, is not there yet. Um, I, I don’t think it ever will be, but that’s not our topic. Um, anything you do in a project involves people, and the lingo in project management for people is stakeholders. The formal definition of that is basically anyone who uh will be affected by your project’s outcomes or you know the the tech work it takes to do the project, um, anyone who can affect the project either affect the outcomes or affect the way that the project works, um, and anyone who can get in the way of the project or enable the project to move forward risks exactly. So, so some of your stakeholders are, are people who may be threats but also may be your greatest allies later. Uh, so the stakeholder register is really just a list of all those people, and I’ve provided a template that is, uh, you know, it’s a simple Google sheet that gives you some ideas of things that you wanna know about those people in order to get them to contribute as best they can to the project, hold yourself accountable to checking in with them. And um if they are people who may present threats or or be you know a potential challenge for your project, how to activate them and turn them into champions and assets for your project but it all comes down to in the first place you have to know who they are and that’s what the stakeholder register is all about. OK, OK, um. Yeah, the folks who are going to be impacted by the project, I mean, I hope they have influence in the project too, so it’s not foisted on them and, and assuring, you know, non-use. And that’s one of the things that is absolutely the responsibility of the project manager. It’s also the responsibility of everyone else in the project, but I, I see an important role of the project manager as being the communications hub for the project, the, the person who anyone can come to me and say, oh well, there’s this project going on. Adrianne’s involved. I’ll just ask her what’s going on, and then I give them all that. Information even if I already emailed them 3 times, I’m always happy to tell you again because the fact that you asked me matters but I’m also accountable, you know, if I had Tony on my list of users who’s gonna be affected by this change, I have to proactively reach out to you to understand, you know, if you’re, if you’re an core user to understand what your needs are, explain to you how things are gonna be changing. But even if you know you’re my user but you’re not in my org, you know, like I don’t know you, I have to understand as much as I can about you to be sensitive to that and so sometimes you might be on my list of stakeholders, you don’t even know the project is happening, but it matters to me that it happens in a way that works for you so all of these things, um, again it just comes back to knowing. Who we’re thinking about in these projects, I could see that’s an important part of your work because you’re, you’re a big university, well, college, whatever, but a big organization. I mean big enough that it has a project management team that you’re on, so you don’t know a lot of the people unless you made projects with them before, but throughout the college, you may not know a lot of the stakeholders because you, you work in a, you work in a project management team serving the whole college. So getting to know folks, buying, getting their buy-in. I mean, I would think that’s a big part of your work as a project management. Expert team member, absolutely. Anytime I’m starting up a new project, I’m, I’m just about 2 years into my current role, so I’m just now starting to get my feet under me and understanding where all the offices are and when people use acronyms, I think I know what that that is and. At this point now I’m starting new projects that that involve people that I knew before, but it’s still my first task to say, OK, what are all the offices and people that are gonna be involved? What are the groups of students that might be affected or faculty, sometimes community members outside the college, some of those, it’s groups, you know, so maybe it’s all of the students in one, you know, area of the academic area or sometimes it’s all of the staff members in, you know, the library. Um, and so I have that group, but then I start dialing in and saying how do I learn more about that group as individuals? And then when I have actual individuals, how do I use the networking tools that I have available to me inside the organization to say, hey, like I haven’t met Mike before. What can you tell me about him? How do I, how do I talk to him in a way that makes sense to him and then introduce myself as, as the project manager, um, and help them see how they can interact. Because I, you know, you never want a project to get too far along and end up being a surprise to somebody who needs to actually be involved. Yeah, yeah, that’s, yeah, that’s poor. That’s, that’s the, that’s the, uh, antithesis of. Smart project management. Uh, number 3 is your communications plan. All right, so like how are we gonna keep in touch with all these stakeholders that we identified in the, in the, uh, register? Absolutely, yeah, and that’s they, they go hand in hand and personally I actually like to use a single spreadsheet with multiple tabs, one for my stakeholder register and one for my communication plan. I can just tab back and forth and see, OK, for each of these stakeholders, some of them individuals sometimes groups, those are audiences that I need to communicate with what can I put on the communication plan as far as one on one conversations or, you know, road show presentations or, you know, email blasts or however I can communicate but then as I’m writing out the communication. And I think of other things that I might wish to communicate and think about the audience and then if that audience isn’t in the stakeholder register, I scurry back over to that tab and add new lines. Both of those are are living documents that keep going through the whole course of the project as I learn more about the project, I learn more about the needs and the people and build it together and then next time I do a project that’s similar, I can go back and sort of take some of that information and, and start, uh, the next project. OK. Go ahead with 4, our agenda meeting agenda. So this one is a meeting agenda meeting agenda, yeah, it’s, it’s, it’s the simplest one. I, I don’t belabor it in my presentation, but it’s so important and something that is so easy to ignore. Um, I’m not an anti-meetings person, you know. I think that meetings are an important communication tool. I put them on my communication plan. Um, you know, sometimes a, a week-long email chain could have been a meeting, um. But it’s a sort of a sacred trust to ask people to come to a meeting. You’re asking them for their time. You’re asking them to put themselves out there and hopefully feel that they’re actually contributing in this case to the project, and part of that is the agenda. You need to have a goal for the meeting. You need to understand who’s invited, who of your stakeholders are invited. You need to understand what are you, uh, attempting to discuss, accomplish, what decisions do you need. But also you need everyone who’s coming to the meeting to have access to that information up front. If I just call, you know, you and, and Amy and, and 3 other people into a meeting, but I don’t tell you what’s happening, you’re coming in puzzled, annoyed with me, not ready to engage. You might just like say no at the last minute. But if I send out the agenda and say like, here is the importance of this meeting, here’s why you, Tony, are coming. And if you can’t come, I need you to delegate somebody from your team because we need this decision. sharing that information up front helps to level the playing field, make sure we have everybody in line and really get value from that meeting. So what kind of meeting cadence do we need that varies by project and we have like an 18 month project. Yeah, um, that’s something that I like to negotiate with each project. Uh, very commonly I’ll have a core team that’s usually like, you know, between 4 and 6 people who are steering the project and maybe, you know, they’re doing hands on tech work and I’ll do a weekly check-in with them and we know it’ll be sometimes a half hour just to say here’s what we’re doing. Um, which we’re ready to cancel if nothing new has happened and so that’s a big part of the agenda is like check in a few days beforehand. Can we cancel this or do a asynchronous check-in. Then I like to do sometimes like either biweekly or monthly meeting with more of a steering committee that are people that have decision making authority or who are very, uh, concerned stakeholders but maybe not doing the actual work of the project. And then I’ll often, especially in a longer project like an 18 month or a 2 year project, I’ll have subareas within where we’ll have, you know, meetings once a week for 2 months for a sub team that’s working on something really heavily in that 2 months, but it’s only the people that are actually doing that heavy work like I, I had a project where we. We’re doing um some compliance uh regulatory changes that needed some technical updates but also needed quite a bit of um information sharing and communication to bring the whole college community along because it involves some somewhat significant business process changes to meet our new state regulations. So we had a communications subproject that involved doing a lot of website updates because you know for a large institution getting all the approvals to update the website and just the mechanical work of that is a lot so we had a, a little communications strike team of of 3 people and we were meeting once a month or once a week for a short period of time while the overall project team was meeting at a different cadence. OK, so it’s uh that’s part of setting up the agenda is if it’s a recurring meeting, getting everyone to agree on the cadence and then revisiting that. I, I also like to revisit a meeting cadence about every 6 months and say, or in, in higher ed I’ll do it on a semester basis like, so you know, for spring semester we met this regularly. Do we need to do that for the summer? And on our closing report, so the closing report, you know, it’s, um, brings us back to that definition of a project that by definition it’s a temporary endeavor that means it has to end, but this is a thing that really trips a lot of us up, especially those of us that don’t, you know, currently I, I work in a place that has very defined policies around closing projects for budgetary reasons, but at my previous roles, um, it is very common, and I know a lot of people that this is very common that a project will just keep going. You know, maybe you weren’t able to accomplish what you thought you were going to or you had some staff turnover and no one’s quite sure what’s happening or like, you know, a grant got pulled so you had to put it on the back burner but you didn’t actually close it because maybe that’s admitting defeat or you’re not quite ready to declare victory and it’s just there. And then it becomes a major, you know, psychic and time weight on everyone who was involved with it because even if you’re not working on it day to day it’s in the back of your brain and you remember, oh yeah, you know that that refresh on the website that we decided not to do. I’m still gonna think about it every couple of weeks and so having a way to close a project, um, by, you know, policy and will of your organization but also a practice and a template to do that. Whether it’s because you finished the project successfully and you’re gonna celebrate it, it’s wonderful, or we’re acknowledging, you know what, having this project open no longer meets our needs, so we’re gonna just close it down and we’ll have lessons learned, no blame, it’s just, it’s OK. Um, having a template ready to go that you know at the start of the project, um, you know, would help you sort of write your charter to say how will we know that we’re done preparing yourself to then close it, I think can help lessen that pressure of just having these projects that just don’t stop. It’s uh yeah it’s a boundary like we know this is completed good hopefully not bad let’s say just good or indifferent it’s it’s wrapped up you know we’re all moving on. OK, it’s time absolutely and then the report itself can live in your organizational files if you have a PMO. It lives in your PMO, but then it’s there for re, uh sorry, project management organization, and that’s the group that I that I work in. Um, but there are organizations that have what they call a PMO, but it’s just one person who holds all the templates and the records that, that can be a PMO. But your, your way of doing projects, and maybe it’s just a file in your OneDrive, um, but if you have those records of all these past projects, then when you do a new project and you’re gonna charter a new project that’s somewhat similar, pull out the closing report from the old ones that were similar and say, what do we learn on this project about how we operate. Great things we did that ended up not being productive for us, things that were really great, um, you know, and that will make your next charter and your next set of meetings and everything else much easier and, and better for the next time. Where do we document changes, uh, uh, process changes, maybe staff changes that are that have been made? We’ve been doing it this way at the college for many, many years and now that the. Our project has closed. Uh, Business processes have changed. Maybe reporting responsibility or who’s responsible for different things that changed? Where do we document all these these organizational changes? Oh, that’s a really good point. So that’s part of the closing report is. Acknowledging that you did the handover to operations and so the closing report should document the decisions that you made, the changes that you made, but just because it’s in the closing report of a project doesn’t mean it actually happened I think is what you’re, you’re, uh, implying, uh, or or alluding to and so, um, that’s where the like projects shaking hands with operations really comes in is you’re saying OK, this project made this happen. But then some team, you know, some operational team or department or person has to take responsibility for that, so you can’t actually close the project until you’ve done the handover. So, you know, oh, I’m, I’m, you know, did this project where I, you know, helped you implement your new scheduling system for your, uh, podcast guests, um, until I hand it over and you say, OK, I acknowledge that I have this new process and it’s, it’s in my area. I can’t say my project is done because you didn’t actually take it on and agree to do it. Um, do we have a ceremony or what is there a ribbon cutting? I mean, if it’s a physical project that could, but still, even so, that’s ceremony, that’s not operational continuation. Mhm, um, yeah, so you can have, I, I highly recommend having, you know, a, uh, some sort of a ceremony to close the project, a final meeting or a pizza party or something, but that sort of that handover of the new. Things I like the idea of it having to be some sort of a pomp or circumstance to make it happen um but the recording of the new policies should be done in whatever way you are recording your policies so like however you had it written before you change and put it in now if the project was to set up a change in tracking system for your things then you’ll have it. OK interesting all right um what else, what else did you talk about in your session that we haven’t talked about with our listeners. So one of the things, and, and you know I can share with you the link to the templates, um, yeah, actually, would you do that you email me the link and then I’ll include it in the show notes. Absolutely I can do that and, and I really encourage anyone to, to take a look. They’re all um. You know, the just Google Docs and Google Sheets. Anybody can download them, brand them yourself, use them, you know, fully free. I have a little CCB license on it, but really I assume you’re gonna be changing them enough that it’s your own work if you use it, so it’s my interest to get it out there. But in each of those, um, areas. As people who work in nonprofits and mission based institutions, I think each of these tools is an opportunity for us to like express and forward our values, um, so in the project charter you should be writing your project vision or project mission in line with your vision and mission of your organization. You should be expressing your values in your stakeholder registry. You should be expressing your values based on who you are targeting as your stakeholders that you know it’s not just like you. Googled and saw, OK, who should be a stakeholder for a website change it’s, you know, your people and your people who matter to you on a deep level as an organization, go for that. Um, there are some really useful things around accessibility that you can do in a stakeholder register. You can note, you know, are there people who have specific accessibility needs like do they need a wheelchair accessible meeting room, um, so you make sure that you have that for them or you have live. Optioning so that you don’t have to keep asking people the same questions in order to make sure that they are able to be in the room with you. Same thing with your communications every project communication you send out should be an expression of your organizational values, um, and that’s gonna play out differently depending on the project, but, um, I, I think if we keep this in mind and make sure that, you know, we’re, we’re not ignoring that aspect of it just to drive a project through we’re all gonna end up with better outcomes in the end. That’s a great place to end. That’s perfect and with values. Absolutely. Adrian Figgis, project manager at Madison College, Madison, Wisconsin, thanks very much. Thank you for sharing. Well, thank you, Tony. This has been lovely. Thanks and thank you for being with Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology conference. It’s time for a break. We are sponsored by the Bridge Conference, produced by AFP DC and DMAW July 29 to 31 at the Gaylord National Resort and Convention Center in National Harbor, Maryland. More than 2400 professionals will gather at bridge. Tony will be with them. The question is, will you? Thought leaders from nonprofits, associations, foundations, hospitals, higher ed, faith-based, and mission-driven causes across the country come to Bridge to discover new ideas, solve real challenges, and connect with smart people shaping the future of our industry. From 125+ educational sessions and hands-on pre-conference workshops to bridge tech, the faith and fundraising forum. And inspiring keynote speakers, Bridge offers something for every mission and every role. The conversations happening at Bridge will shape strategies, careers, and organizations long after the conference ends. Don’t hear about it afterward. Be in the room. Register at bridge.org. Now it’s time for cybersecurity on a shoestring. Welcome back to Tony Martignetti Nonprofit Radio coverage of the 26 NTC. That’s the 2026 nonprofit Technology Conference where we are all gathered together in technology community in Detroit. My guests now are Edward Wilson, principal at Arch Tech, and Ellen Samuel, COO at Just Tech. Edward, Ellen, welcome to Nonprofit Radio. Thank you for having us. I’m very glad you’re with us. Your topic is cybersecurity on a shoestring, safeguarding nonprofits in the age of AI. Um, Ellen, could you do, uh, just give us a 30,000 ft view of the topic before we go into the details? Sure. So we wanted to make sure that nonprofits understand the importance of, uh, cybersecurity and securing their technology and their. Staff and the client information and data and we went through how we can do this, uh, affordably or as affordably as we can. So, um, we went through the importance of why, why, um, nonprofits are at risk and how they are attacked and then, uh, some, uh, list of things that nonprofits can do. Relatively cheaply in order to maintain their security. And then we had a bit of a dive into business and compromise and wrap things up at the end with some amazing questions from the audience. OK, well, we’re, we’re gonna talk about all that and uh maybe even some of the questions. We’ll see. So we’re gonna, we’re gonna go into some details. So thank you very much for uh giving a high level view. Um, why are we, uh, Edward, let’s turn to you. Why are we, uh, nonprofits at risk? How are we at risk? That’s a great question. One of the things that we run into with most of our nonprofits is that there is more demand for their service than there is budget to help them meet that demand, and that leads to a lot of difficult decisions along the way. Nonprofits are actually the number 2 target these days for cyber criminals because they’re aware that there’s some weakness in that area where we haven’t strengthened the whole picture. We underinvest in cybersecurity because we’re more devoted to mission and programs. Yes, and sometimes I think there’s that, again, it’s an education thing, right? So we’ve seen nonprofits who have spent a lot of money potentially covering one small space of what they need to work on. But leaving other picked areas of the business not covered. And so our goal was to help them get that 360 degree coverage for less than they might spend on one fancy tool on a shoestring, or cybersecurity on a shoestring. By the way, I love we have like some symmetry. Edward Nellen, Archtech Just Tech, uh, it all, it all seems to fit together very well. I wish he had the same. I wish you had the same initials, your last initial. Maybe you could change your name to Samuel. Edward, maybe you could change your name to Samuel. Yeah, Samuel’s, yeah, Ellen Samuel. It’s cool, like Ellen Samuel, Edward Samuel, Arch Tech, Just Tech. OK, we’ll, we’ll, we’ll work with, work with what we have, you know, it doesn’t say he’s, he’s, he’s open to the idea, but he’s not about to run out and do it, so change his name. So, all right. Yeah, all right, all right. So we’ll stick with the, uh, I like the architectch just tech. All right. Um, so, I don’t know, should we just do like do ping pong? Like you have 10 essential, oh, let me, uh, I do have a threshold question, um, from your session description, 10 essential security measures every nonprofit IT team can implement right now, do we have to have an IT team? To do a lot of these 10 essential security measures, or can we do it if we don’t have an IT team? Maybe would outsource IT vendor helping us. Is that OK? Or do we need to have an internal team? Absolutely we understand that most, a lot of nonprofits don’t have probably most our listeners are small and mid-sized nonprofits. We’re the other 95, we’re the other 95%. So exactly. So we have one person who is the IT team and they’re not trained in that. Um, that’s one of the services that we as new service providers provide more affordably to nonprofits is we can give them those services and that expertise without having to hire a full time. OK, OK, so we can still take advantage. Of the 10 essential security measures that every nonprofit can implement right now without breaking the bank, we can still take advantage of these. Absolutely. Otherwise the mics are going off and we’re done. We’re done in fewer than 5 minutes. All right, that’s good. Whether they have an in-house team or they’re using an external team, that list of top 10 items is a great checklist to walk through. And say, am I covering all of these things with our in-house or external team? So for decision makers, really important. All right, let’s get into the, let’s get into the 10s, kick us off. Give us numbers 1 and 2 because we’re not going to go 1 Samuel, I mean 1 Edward, 2 Ellen, Edward, Ellen, Edward. So let’s do like 2 or 3 at a time. Edward, give us our top 2. Sure, the first thing we say is that you need to identify where all of your information systems actually are. People store information in a lot more places than they think. They may think a server or an email system, but you’ve got your accounting platforms, your HR platforms, your telecommunication platforms, your backup platforms, backup email, online giving, making sure that you understand all the places that you need to protect, controlling what we call the information system boundary. And then we want to protect access to that by protecting the users who access it with things like MFA passwords, and so on, and even protecting the devices that access that where we can. OK, is that 1 and 2? That is 1 and 2. OK, so number 2 is the protection of the data once you identify where it all is, protecting that access. Absolutely. OK, protecting access. All right. Ellen, it’s your turn. So one of the highest ROI things that police can do or organizations can do is implement MFA multi-factor authentication. And this, for anyone who doesn’t know, is a way of logging into systems. Using both a password and something else. So a token, um, a text message, we all know about this using from our bank, um, other systems. It is one of the the best ways that you can protect your users from being Attacked or or people giving up their credentials to your system and it’s usually free or easily to easy to implement and uh we see a surprising amount of organizations that just don’t have it turned on. They just haven’t checked the button and we need to do it. OK, so number 3 is do MFA.A. It’s just, it’s just an extra step. I mean. Uh, I, I think initially maybe it was annoying, but now it seems like it’s just, OK, I’ll, I’ll get the text. I don’t know. Maybe this is true on Android phones. I know on iPhones you get the text and you don’t even have to put the numbers in. If you’re on, if you’re on the phone, it just says use, use from text. Put the numbers, yes, tap that and it fills in the 5 or 6 numbers. So you don’t even have 5 or 6 keystrokes that you have to do, key taps, I should say. So, all right, do MFA number 3. All right, what else? What else for? Talk about also changing your default credentials to your hardware that you get. So you get um a camera that comes with uh default credentials that are open and available. That information’s on the internet. And anybody can come in and log into those systems and do kind of nefarious things with those. And it’s really easy and cheap. It’s free to go in and change that information on your routers, on your Internet of things devices. Just go in and change those things so that people can’t come in and look at your video or get into your system because they’re because they’re standard format defaults, right? It’s like, yeah, I just right. I just learned one, you know, on WordPress, the admin, the admin URL is standard like WordPress slash admin hyphenWP or something like that, or WP hyphen admin like, so everybody knows that and, and it’s easy for a bot to, to. To exploit it, OK. And that also, that, that also applies at home, like your, your ring, your ring system, your refrigerator, whatever, you know, whatever, like you, you mentioned the internet of things. I’m just, I’m just drilling down. Whatever you’ve got, it came with some default admin password. Your, your home, well, home as well as office, um. Um, internet access, Internet, right? It’s like Ocean 307 is your Spectrum router default, yeah, change, yeah, Ocean 307. That’s not mine, right? That’s not mine. That’s not mine. That’s not mine. Yeah, mine is 307 Ocean. I’m very savvy about, I’m very savvy about passwords. Yeah, yeah, that’s it. No, no, don’t do that. That’s bad advice. Don’t follow that. Don’t, I don’t want anybody saying I did that, and he said it was a good idea. All right. All right, so number 4, change your default configurations on all your devices. OK. All right, Edward. Edward Wilson is up. I like the next one. Update your infrastructure. So I’ve actually got a story about this one from yesterday. One of the things we do is free security and incident response for nonprofits. They can just call us and we’ll help them out if they run into a security incident. And our most recent call came in yesterday from somebody who had had their router hacked, and they were using an old Ocean Ocean’s 307. It works. It works. You use that everywhere. That they were using a Cisco router that had been installed in 2014 and had gone end of life in 2020 with no additional security updates, and the interesting thing was as we got into this and we looked at it, the last time that it had been updated, the firmware on that was in 2014. Well, they hadn’t even done the updates from 2014 to 2020 we’re 12 years behind on updates for this, and that’s one example of just needing to keep that infrastructure up to date. On our laptops it’s our Windows OS updates. It’s our third party software patching, which a lot of people don’t think about. The browsers that we run, Adobe, keeping all those other programs that are on our computers up to date, so you just click the automatic, just tap the automatic updates option. A lot of times that’s going to take care of Windows, but it might not take care of everything else, so IT teams want to be conscious of that. OK, OK. Update the infrastructures. All right, that’s incredible. So they even, I mean, so the, right, the product had been no longer um supported since 2020. But even before that, from 2014 to 2020, they hadn’t done any updates. Missing six years of so, yeah, right, like 2015, it was out of date for the, and, and, OK, that’s a bad situation. Honestly, we were a little surprised it took so long for them to get hacked given that you’ve been lucky all these years and you should be, you should be thankful. But we do these um technical assessments, both our organizations do where we’ll go in and we’ll look at organizations and one of my very favorite standards for us to look at is the HIPAA compliance standard, the HICP that the government publishes and puts out there for free. And the smallest one that’s designed for physicians’ offices of less than 10 physicians, the average score on that is about 50%. So this is common in the nonprofit world. All right, you have one more, Edward. We’re doing 2 at a time. Got it. I like using the firewall, making sure that we’ve got that set up. We used to be very complex in our firewall setups, and now that we’re more cloud-based, that becomes less important. We want to secure the user and device no matter where they are. But firewalls still have great tools to help protect us at the office. And so just making sure that we’ve implemented many of our vendor best practices. It’s the same among most brands, not using some of those default configurations, making sure that the admin access to the firewalls is MFA protected, goes back to the story I just told. Change that default, make sure you change the default admin on the firewall. Yeah, but firewalls are so annoying. Yeah, they’re going to prevent content from, they’re going to prevent pop-up windows. Sometimes I need the pop-up window because I do want to subscribe to the, to the, to the nonprofits newsletters. I want the. The firewalls are radio programs and podcasts. We don’t have, we don’t use pop-up. Yeah, we don’t even, we don’t even pop, we’re not even that sophisticated. But no, all right, so how do I overcome the objection in the firewall, uh, it’s so annoying. I have to load the content directly or I’m, I’m missing out on pop-ups. I’m getting warnings from some sites. How do I overcome? How do we, how do you two at, uh, Just Tech and Arch Tech overcome these? Naysayer objections. I think that leads nicely into one of our other top 10s, which is to train your users and explain why we’re doing these things, why they’re important, what the risks are, and what these systems do. We find that our organizations really do not put the time and effort into training the people at the organization. About how to use their technology safely and efficiently and effectively and a lot of those concerns, a lot of those issues you can handle in those trainings and talking and explaining, yeah, this might make it a little more difficult for you to do your day to day work, but it’s important because we don’t want other people getting into our system. We have really important client information that we are protecting, so. You need to make sure that you’re training, training people on technology and safety and security. OK, can we call that number 7 then? Training, training in it. OK, training, train the users. You get another one. Go ahead, Ellen. OK. Another really important thing is that when people leave your organization, you need to make sure that you are completely off boarding a lot of. Organizations just kind of missed this step. They don’t lock people out of systems. They don’t clear their computers. They, um, they don’t make sure that people don’t have access to their systems anymore, and it is a huge security risk regardless of who it is. If it’s an intern or volunteers in particular, you know, they just kind of set up. Forget about them, but people can do a lot of damage and the systems can be opened and hacked if people are not properly. OK, so it’s more than just taking back the ID card. There might be a code for entry. They might have a personal code for entry into the office. You got to disable that code. You don’t want these people coming back. You just, you just perp walk them out. Let’s not have them come back on Saturday. Using their their personal code to enter the building. Another thing that we recommend is using a password manager because a lot of our organizations, even though they shouldn’t share passwords among their staff, and for example, we do use a, we, um, work with a lot of law firms and sometimes there’s court passwords and court system passwords that you have to. Share, um, and giving those out to people and having them save them themselves is really a risk. So having that in a company provided password manager that can better protect that information as well so that when somebody leaves they don’t have access to that. Oh, that’s interesting. OK, so there are some that have to be shared. OK, yeah, Edward, one that would be really interesting, I think, for your users is to realize that when they’re on that company device and they’re saving passwords to their browser, we’ve seen people do things like log in with their personal Gmail account. Not only is this problematic in terms of saving their passwords to their personal Gmail account, but when they leave the organization and they give the laptop back to IT, there’s the potential to get in and access that information. And this will lead users to support the adoption of company password managers. Highly recommended. OK, Edward, thank you. That’s a good one. That reminds me of a story I heard. The organization provided company phones. But uh I recently. Dismissed employee. Didn’t use the company phone. All her personal info was on her own phone, and all her company info was on her own personal phone. They took the personal phone, or, or maybe it was the other way around. She, she had all her personal info on the company phone. That’s what it was. She lost all her contacts because they took back, that’s what it was. She had everything on the company phone, they took back the company phone. They took it. She lost, like she had to ask for permission, you know, can I call my husband to let her, let him know that I, I don’t, I’m not employed anymore. Um, yeah, I mean, she lost everything, all her, all her personal contacts gone because it was on the company phone. Big mistake. If your company’s giving you a phone, you gotta, you gotta use it just for company info because if, even if you’re, you know, you don’t necessarily have to be perp walked out. You might, you might resign. You might go to another job when you’re surrendering your company phone, you’re surrendering everything that’s on it. Very risky, very risky. All right, that’s a good one. OK, so off board completely, that was kind of we spun off from offboard completely. So I think we have 2 left. Is that, does that sound right? One of my favorites is to separate admin and user accounts, and this goes out to the IT staff who are logging in as an administrator every day on their systems. If you’re logged in as an administrator and somebody compromises you, then they are the administrator, right? And so it’s really important that we have a daily use account and that we keep those admin credentials separate for only admin purposes. Don’t don’t share the admin credentials because it’s easier. OK, just use this, just use this and you’ll be able to change your desktop. Never. Share admin credentials, but also if I’m an IT administrator, I need to have an account that I’m using for daily work that does not have administrative privileges. The only nonprofit I’ve ever seen truly go under from a cybersecurity personally that I’ve seen go under from a cybersecurity incident happened because the IT director was just using their admin account for regular work all day long. They hit the wrong link. They ransomware the entire organization. I see. Oh, using, OK, using their admin account for day to day. All right, now I see the implication because now the attacker had admin privilege, had admin, right, right, right. They hacked the admin account, not just the user level account. OK, that’s an excellent one. You love these. I can tell you, Edward, Edward’s like smiling. He loves all these. I mean, Ellen is smiling too, but Edward’s OK, gleeful. Edward’s like gleeful. Ellen is just smiling. All right, passionate about making affordable cybersecurity a reality for folks because sometimes these are things we don’t work, work through or think about. All right, that’s why we’re cybersecurity on the shoestring here. All right, you have one more left. Are you? Deferring to Ellen for the final. OK, OK, because by right this would be Edwards because we’re doing 2 by 2, but he’s surrendering. Chivalry is not dead. Chivalry has not died. It’s, it’s embodied here in this seat. That’s right. So it’s a trade-off. Yeah, yeah. OK, go. So another thing that organizations really need to do is have a disaster recovery and business continuity. We see again organizations this is something that you don’t need to hire somebody for, uh, but you can, um, but you need to make sure that you have a plan in place if and when you are compromised um a lot of times we hear it’s not uh a matter of if you’re gonna be compromised, it’s when, and a lot of places actually don’t even know that they are currently compromised. And there’s people in their systems you can if you get ransomware then you get locked out of your system that’s not the time you wanna figure out what are we, who am I supposed to contact? Who’s our cybersecurity insurance provider? Who are my IT people? What is the cell phone number of the IT person, right? Like these things that you need to have worked on, have written out. I even recommend printing them out like old. School having a physical printed copy because when you’re locked out of your systems, you’re not going to be able to get in there and look at the documents. You’re the, you’re the second guest here at NTC to say print your disaster recovery. She, she and I were talking about disaster recovery and incident recovery, and she was making a distinction between the two, but she and, and the business continuity plan have these things printed because when you’re locked out of the cloud. You’re locked out, so you can’t get the, you can’t get the IT cell number, so print the things and keep them in your office and and keep them at home too, keep them at home too, because a disaster might be in your office. You might have a fire or flood or some emergency that you’re not allowed in. So you go back home and there’s your printed plan and do practice runs. Because, you know, you, you don’t know where your weaknesses are, you don’t know how it’s gonna go until you’ve practiced and gone through the information with everybody on the team who needs to know that information. So do it a few times a year. It’s, it’s always more things that people have to do, but it really is gonna save you time and money and the safety of your information when you get hit. Awesome. I love this. The uh Ellen Edward show. Ellen and Edward show. We have our own Arch Tech, just architectch, Just Tech, Edward Ellen. OK. Um, so there’s our 10. We’ve, we’ve, uh, enumerated our 10 and gone into some detail on each. You mentioned business email, something about business email. Don’t hold back. You talked about it in your session. You got to share it with nonprofit radio listeners. What is it about business email that we need to know? So we’ve been doing free security and incident response for nonprofits for about 5 years now, and we’ve only seen one incident that wasn’t compromised email in some way or another, and there are two main categories of that. The first is financial compromise, and it’s not an IT item. It’s actually for the finance team. Never change a payment method or process without picking up the phone and calling somebody. We’ve seen vendors get hacked and the vendor submits an invoice and says, please pay this invoice over here, and it looks completely authentic. They pay the invoice only to find out that they paid to the wrong account, the wrong person. That money is no longer recoverable. That’s a finance issue. But even on the IT side, there’s a lot that we can do in order to protect email. And in our session we went through how to get that number to close to 0. All right, let’s do it. We’re not just going to talk about what we talked about in the session. We’re going to talk about the substance here. Excellent. What do we do? There are front end and back end protections in email. OK. Front-end protections involve products like Proofpoint, Mimcast. They scan our incoming email to find bad things and make sure you don’t click those. You can actually do a lot of this for free in Google and 365 without even using those products, and I don’t know how to tell our listeners to download things, but if you put our contact info in, they can reach out. We distributed a step by step how-to for all of the attendees to harden those email systems, and I’m happy to send that out to. OK, what you should do is give me the URL. For where that where that is, and I’ll include the URL in the show notes. Perfect. OK, we’ve got you got to make sure you do it. Somebody has to email me and then when your show is going to be aired in your episodes show notes, I’ll include the URL. Excellent. OK, OK, so we can get we’ve got several downloads in there for you. All right, all right, but we’re going to walk them through how to protect that email account and get the odds of their being compromised as close to zero as we possibly can in this technical environment, and a lot of it involves backend protection. Eventually, no matter how good your front end protections are, an email is going to get through. The user is going to click a link. They’re going to enter in their credentials, their MFA, and they’re going to give that MFA token that access to a threat actor who now has access to the email account, and our ability to detect that, respond, and to shut them out automatically becomes key. OK, OK, Ellen, is there more we can talk about around? Business email safeguards. Just to echo what Edward said, nearly every attack that we’ve seen has come in through email and somebody giving away their credentials. So you’ve got the email issue, right? If those emails never come in, that’s great. But then you also, again, have MFA. That’s if, if an email does come through and somebody tries to give away their credentials, that MFA can stop the, the bad actor from getting it. All right. Business email, very, very common method of exploiting. Nonprofits, I would guess it’s in the 99%. You said everyone, everyone, everyone except one, yeah, in a, in a test that you did or in our experience where we have nonprofits calling us and saying we’ve been compromised. What do we do, right? And we try to help them through that process along the way. It’s been email every time but one, in the last 5 years. All right, I’ll tell you what, Edward, you’re so gleeful about this, passionate, I’m passionate about it. Why don’t you take us out since Ellen gave us the overview. You could take us out with, uh, you know, inspiration and empowerment, why cybersecurity on a shoestring is so important. I want to emphasize to our audience that we want to solve the problem with one expensive fancy tool, but usually that only covers a small amount of our attack surface. We want to look 360 degrees at the whole picture, and there are two open source sources that I would like to refer people to that are free and available online. One is the HIPAA standard, the HICP. They can start with Volume One. It is simple. It is approachable. It is designed for mom and pop doctors’ offices with less than 10 physicians. It’s written in clear, clean language and we’ll give them a checklist to start walking through. OK, so it’s valuable for nonprofits even though we’re not a doctor’s office, even though you’re not a doctor’s office. Every time it says PHI, protected health information, just insert my sensitive and protected information. And you’ll be fine. Excellent. OK. And number 2, number 2 are the CIS controls, the Critical Information Security controls, and that also is open source. It’s available to everyone. I prefer the HICP because I think it’s more approachable and a bunch of really smart people sat down at the table and said, how are we actually being compromised and wrote a list on that. To protect healthcare providers and number 1 is email. All right. And the second resource was CIS, the CIS controls. And what does CIS stand for? Critical Information Security Controls. But somebody may have to test me on that acronym later. CIS controls. The CIS controls version 8. If you Google it, it’ll come right up at the top. OK, but your preferred is the H. The HIC HICP, and this is actually HIPAA, yeah, it’s put out by the Department of Health and Human Services. It’s available online. It’s a free download, HICP Volume One. Outstanding. That’s Edward Wilson, principal at Arch Tech. It’s named Arch Tech because they’re in Missouri. The Arch. Ellen told me that before. It actually was supposed to have a play on the word architecture because we believe good design can solve most of your problems in advance. OK, I thought about that possibility, but then when she said it’s arch tech, it’s not, it’s not architect. So is it, is it architect or architect? To be fair, how do you want to say? How do you want it said? We call it Arch Tech. I started pronouncing it Arc Tech, but we’re in St. Louis, so the point applies. About 6 months in, I realized it was going to be Arch Tech forever because of the St. Louis Arch. I see. All right, so it’s, it’s evolved into it is Arch Tech, so I said it correctly. All right. Can you say? I think that is pretty easy to say. Yeah, just. Just, just tech. J U S T T E C H. That’s Ellen Samuel. She’s the COO at J U S T T E C H. Just tech with a hyphen in between. Well, if you’re typing it, you, you don’t want me to say just hyphen tech. The company is just hyphen tech. No. Oh, well, all right, well, they, they’re gonna Google Ellen Samuel too, uh, but the website does have a hyphen if, if you need that. OK. Edward, Ellen, thank you very much. Great fun and value. Thank you. Thank you for the value. Thank you for sharing. Thank you. Thank you, and thank you, listener, for being with Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology Conference. It’s time for Tony’s take 2. Thank you, Kate. Thank you and 10. This is our final show from the 2026 nonprofit Technology conference where we were all together, as you, as you hear, episode after episode in uh Detroit, Michigan. I’m just grateful for the partnership. They take good care of us. They appreciate the value that we bring to the conference, promoting it for months after the conference. Amplifying their speakers to our, our complete audience, way beyond just the folks who attend the conference. So, and I appreciate the, the value that they bring. They give us, Accessibility and, and exposure for the show. And I appreciate the, the partnership and the collaboration for N10 year after year. This year was our 13th. Next year, I’m already looking forward to it. It’s in Portland, Oregon. It’s in March of 2027, and we’ll be there for our 14th. NTC So, looking forward to that. Thank you very much again, and 10. I’m grateful. Listeners, again, I apologize about the audio. It was. It was your lackluster host. I’ll make sure, uh, well, I mean, I’ll do everything I can to make sure it doesn’t happen again. Thanks, thanks for understanding. Kate, Are we coming up on episode 800? We most certainly are. This is episode number 798. 0, 2 more. Absolutely. We’ve got just about a buttload more time. Here is make confident tech decisions, finishing our 26 NTC coverage. Welcome back to Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology Conference. We’re all gathered in Detroit, Michigan. This is the final day. With me today is Simone Carvalho, with me right now today, Simone Carvalho and Rebecca Kaplan. Simone is principal consultant at Skeleton Key. strategies and Rebecca Kaplan is senior director of member grants strategy and operations. That’s member grants strategy, not member grants, strategy and operations. She only has two things, not 3. Rebecca Kaplan is senior director of member grants strategy and operations, so operations modifies the grant strategy and the member modifies the grant strategy. So it’s a member grant strategy and operation. No, it’s quite simple. No, no, member grant strategy. And operations at Feeding America. OK. Welcome. Welcome, Simone, Rebecca. Thank you. Good to have you both. Thanks for having us. Pleasure. It’s a pleasure. Simone, would you do an overview? Give us like a, you know, a high level view of the topic to kick us off, please? Sure. Um, so Becca’s here with me today, and we’re at non, uh, the nonprofit tech conference to talk about competent tech decisions, um, and we specifically talked about the tech assessment framework. So a technology assessment, um, is a structured evaluation of an organization’s current technology, the underlying processes, and the capacity, um, within it. Um, and we walked through, and I’ll probably we’re going to do it here, yeah, yeah, yeah, I’ll walk through in detail. We’re not going to just talk about the session here. We’re going to talk about the topic here, yeah, um, the phases of the tech assessment, when to like anticipate or when you should really consider having your own tech assessment, whether or not you should involve consultants, um, and then ultimately like what are the potential outcomes on the benefits of conducting a tech assessment. OK, thank you, and I should have said that the topic is. Assess, don’t guess, a framework for confident tech decisions. All right, all right, so thank you very much, Simone, for getting us started. You can take off your little uh Mini Mike. OK, so we have uh the the opening threshold question. Let’s turn to you, uh, do you go Rebecca or Becca, do you prefer? Either Either is fine. You go by Becca, can I call you Becca? Is that all right? OK, OK. And then at the end I’ll say Rebecca Kaplan again, keep it formal for people who want to connect with you on LinkedIn. OK, Becca. So how do we know whether we should or we are ripe for an audit, an assessment of our uh tech stack? Yeah, so I can talk about Feeding America’s experiences. We think about it as internal triggers that might indicate your needs, something like this, or external triggers. Um, so that’s when you hear people say things like, oh, I’d rather look at this in my spreadsheet, or there’s workarounds, right? So those are some common links. And for us, um, we were deep in the workaround. So, for example, I do grant making, so getting funds out to a few things. And in order to pay our grants, we needed to download payments from our grants management system, reformat them in Excel, email multiple spreadsheets, when appropriate opportunity to our finance department for finance to upload in their system. OK, like it’s 45 different steps, and a lot of it manual or it’s all manual, right? And then we had no good record of our payments. They were in email, they were in spreadsheets. Finance had them, but they weren’t connected to our brands. So that was his workaround, his back side. The other was staff morale. So our system was a legacy system. I’ve been using it over 10 years. For close to 10 years rather, and it was slow. We had permits issues and staff morale was suffering and we knew that formally from our engagement survey. OK, OK. Things look bad and lots of, lots of multi-step processes that humans are involved in and employee satisfaction was low or mediocre. We were just frustrated by the technology and so are our grantees and so when it was also affecting our network partners, that was another trigger. OK, uh, Simone, sound like, looked like you may want to add something. Yeah, yeah, I can talk about, uh, so when Becca mentioned like external and internal triggers and goals, I’m borrowing that framework actually from change management. So change, uh, management theory often talks about like organizations change basically when they’re forced to, um, and External triggers. So Becca talked about like the specific scenario of Feeding America that initiated her tech assessment, but other organizations might hear whispers of a hedge fund has purchased your product and you’re gonna be sunsetting it, or, you know, they’re going to suddenly hike up the prices. So there’s external factors that are pushing you. Um, or perhaps like an external, that would be an external trigger. An external goal would be something like we want to aspirationally just be better serving our clients. We’re expanding our geographies internal, same thing, there’s internal triggers and internal goals where it’s coming from inside the house. Um, perhaps there’s a change in leadership, like employee dissatisfaction. Employee dissatisfaction was a great one. Um, that was like super interesting to learn that it came up in like her employee surveys, um. It could be the change in leadership or you could just simply find that like the processing is taking 3 days and 6 months. OK, all right, these are troubling symptoms, but, uh, but we have a, we have a therapy, we have a treatment. It’s a, it’s a tech, tech audit. Uh, I’m going to tick through some. I, I think these are your, your, your, your phases or your processes. I want to make sure for an audit that you’re looking at there’s a discovery, analysis, prioritization, and a roadmap. OK, and you’re including your people processes and your strategy. OK, let’s talk through these. That’s, that’s a great overview, but that’s all I can do, uh, like tick through. Let’s let’s talk about who the, who the folks are and what the processes are that should be involved in your, in your, your tech audit. Um, so, taking like one step back really quickly, uh, the reason why our tech assessments aren’t just about the technology is that, um, we often think about Technology as like one leg of a three-legged stool where it’s technology, people, and process all supporting strategy. So if one of the legs of the stool is a little bit wobbly, you know, you could potentially top it over. So our tech assessments aren’t just looking at purely the technologies and the systems itself. We always in our discovery and all these phases think about the underlying processes and the capacity and the folks. So, the first phase discovery is pretty self-explanatory. It’s lots of interviews, group discussions. It’s trying to glean as much information as possible. Um, and we often Uh, are pulled in because consultants don’t always have to be involved in it, but can be helpful when you find that perhaps you don’t have the internal trust or buy-in from folks and they need like an objective third party because I think that’s the thing consultants can bring more than experience is there’s a neutral third party that folks might feel uncomfortable discussing their, you know, system secrets with, uh, so that’s discovery. You’re gleaning as much information as possible and perhaps you would have a survey in there. Um, I should also say before all of these phases, there is scope definition. Um, the one thing that I think we really pressed upon was the like the essential need to document and define the scope of the tech assessment, um, because we often find folks are really not lied about what is a tech assessment and what’s included in the tech assessment, and scope creep like just explodes, yeah. Um, so knowing definitively because we want to go deep rather than wide explicitly what systems or departments or processes are involved or are not. Let’s just turn to Becca for a second. So more than 1 2nd, even more than 1 2nd. Becca. So what was the experience at this phase for Feeding America, discovery phase? Like, were there people who wanted to participate, who shouldn’t be, or people who didn’t want to, who should be involved, and you know, how did that discovery phase go for Feeding America? Great question. So Skelton Key did probably over 50. Interviews with stakeholders across many departments. So if you think about grant making, it’s touching finance, it’s touching development, it’s touching the teams that are, um, programmatically overseeing the grants. So we were lucky that folks are really invested and interested. Helping us define the processes of understandings and responsibilities. So the discovery was exciting for us because we had a lot of feelings about our system, um, and the mostly negative. Mostly and also dreams but about potential too, good feelings about potential, but frustration in the in the moment. Exactly. So we’re excited to come through like it would be really cool if those sorts of ideas, um. So I think there’s a lot of buying in the discovery of this in America. Yeah, cool. All right, all right, um. Should we, can we move to analysis? Is that all right? So we’re in our analysis phase. Analysis is taking the blobs of information and doing something with it. So, that’s when we start like actually combing through what we’ve collected through documentation and interviews and discussions, surveys, and we’ve compiled. There’s a couple of different outputs. It ultimately depends on like, you know, back in the discovery phase and when you’re defining your scope and the, the thing that has to be clearly defined is like what question are we trying to answer for Feeding America, I’ll let Becca speak to that, but there was some big questions. So, Some of the key outputs of this um analysis is developing user stories. So these are like human centric requirements. Um, so as Becca mentioned, it was like very future facing and aspirational. As a grants manager, I wanted to XYZ in order to fulfill a specific business, uh, objective. There’s process maps, so visualizations beyond the grants of managers, the grantees, right? I’m sure you interviewed some grantees among those 50. And the aspirations for them. Oh my God, these emails that I get from Feeding America, I mean, I love having their support, but my goodness, it’s enough, enough is too much. It’s too much already. These are, these are Becca’s emails coming that they’re commenting on, but yeah, but among the grantees, right? Yeah, OK, OK. Um, and then there’s process mapping, which again is typically like aspirational and future facing and folks really like that because we are daydreaming about like what I want my pieces to look like in the future. Um, and then, as I mentioned, you just get lots of information and not all of that information is like specific to the technology and especially with New America, we just started compiling what we called a process improvements inventory because there was lots of things outside of the GMS, the grants management system, like ownership struggles, everyone owning a thing. that also needed to be addressed before we talked about the actual technology systems. OK, so there’s the processes, the people, and the technology as well. All right, cool. It sounds like you really need an outside. Facilitator, coordinator of this kind of audit, I mean, I don’t know, can an internal IT team do it now? You have to be, I’m asking you to be objective, Simone. I do actually do think so. The key question to ask or for someone to determine whether or not they can do it. Internally, there’s a couple of things. I think the first thing is capacity, because it’s, it can be done internally. It ultimately depends on what is your timeline. So if it’s an external trigger like, hey, we’re going to be sunsetting your system, you might not have the internal capacity and velocity to get it done in 6 weeks in the way you need to. Um, there is also just that, that question I raised earlier, which is, are your stakeholders going to be honest with you? Sometimes there’s like the benefit of relationships, or, I’ll say more to an outside consultant than I will to a colleague in the IT department. Sometimes we’re the therapist, the data department, yeah, OK, OK. For us it’s also leadership buy in. So we, one of the reasons we brought in a consultant was that in order to have the business case to invest in the system. They wanted the confidence that consultant. Ask members to make that decision. OK. Leadership buy-in is important for a project like this, right? Everybody’s got to be participating, uh, and that encouragement comes from the top, plus there’s the budget, the budget. Uh, I was thinking of conflict. I don’t know why I’m focused on conflict, like people who don’t want to participate that should, or I said people who should participate, don’t want to, I don’t know why I’m focused on the negative, uh, but there’s also, you know, there can be decisions to be made, like about the scope, which is going to impact the budget, the scope of the audit is going to determine how much we’re spending on this, this venture, right, OK. Yes, leadership buy-in. Thanks, Becca. Excellent. OK, um, prioritizing. Becca, can you lead with prioritizing? OK, let’s mix it up a little bit. Yeah, yeah, so we had a long list. OK, from the analysis phase, yes, right, from the analysis. Ths of the things that we wanted to do and accomplish through this transition and we used, um, Simone mentioned it, but, uh, basically a uh prioritization framework that allowed us to think about what was the effort and what was the. Where we’re going to be. Um, and we picked a mix of things on our prioritization list, some that would be the That we can actually confidently accomplish some that were going to be really difficult and really important and then some in the middle so it was a realistic mix it had to be everything, um, and that framework really helped us. You can actually accomplish. OK, you want to talk to the framework, Simone? Yeah, um, so it was a pretty simple one for Feeding America because they did have a really long list, and I think the thing I would emphasize here is, um, and as we talk about roadmap, there’s the low hanging fruit, but there was also things that needed to be immediately addressed regardless of the system. Um, that were pain points that like had to be addressed regardless of how long it took to go to from existing. OK. You might also be looking for maybe low lift and high impact or it affects a lot of people and this one is not going to be difficult to do. Boom, that’s obviously a top priority confidence and buy in into like, oh, this was worthwhile, right, like versus the other quadrant, the, the quadrant opposite that one which is high lift and low return. You probably had some of those. OK, so what happens to those? Do they, I mean, realistically, do they never get done? I mean, I hope, but that brings us to the roadmap roadmap and also the scope. I mean, there’s only so much, there’s only so much we can do together. There’s only so much Feeding America is willing to pay for, so some of these things are not going to get done this, like this year as part of this process. OK, I’m sorry, that brings us to what you say, the road mapping. OK. Oh well, well, even the lackluster host can provide a decent segue. OK, good. What’s the roadmap? Yeah, so it’s, you know, you. Collect all this information, we’ve analyzed it. You have all these artifacts, you have this list of prioritized things, but now it’s about putting it down on paper, assigning ownership and like actually planning some scenarios, allocating a budget, and putting it on. And we got asked this question a couple of times, but like, what, how big is a roadmap? Um, we tend to do like two versions of the roadmap. There’s the immediate needs roadmap, right? Like we mentioned, there’s typically things that are like immediate pain points that have to be addressed in order to like, help people and their morale while migrations take time. Um, so, you know, between choosing and actually migrating to a system that could be a little easier. And so there are things that just have to be addressed in that year. So, we usually do like a short version of the, the roadmap. So, it’s gonna be like 3 months, the next 3 months, you know, the immediate things you guys can do based on how much capacity or budget you have. And oftentimes, we’re actually not doing these activities, we’re giving it back to the client, um, and they can decide things. I know the key thing here is ownership, because nothing is, nothing’s going to get done if nobody owns it. Exactly. And nothing is more disappointing than like spending all this time and investment in a tech assessment, and it lands in a room full of people who have lots of opinions, but then there’s no one. To act on it, um, so that’s pretty critical. And then depending on again the size and the scope of the organization and the tech assessment and what they’re going through, it’s anywhere from like a 12 month roadmap to a 36 month road. And this also includes total cost of ownership as well, which is what does that mean, yeah, that, um, total cost of ownership. So in Feeding America’s scenario, I’ll let you speak to that, Becca, but like oftentimes the tech assessment comes on the heels of some external factor like we have to move off of the system. And leadership wants to know, OK, but going to this new system, scenario A, how much is it actually going to cost us? So it’s not just the licensing, you know, ongoing licensing, it’s the implementation and data migration, the training, the backfill of staff, the consultants, and then the ongoing costs like you’re going to have to change your staffing model and hire a new admin to help you support this product. So that’s the total cost of ownership. OK, that’s great, Rebecca Kaplan. Senior director of Member grants strategy and operations at Feeding America, and Simone Carvalho, principal consultant at Skeleton Key Strategies. Thank you very much, Simone, Rebecca, thanks very much for sharing. Thank you so much for having us. My pleasure and thank you for being with Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology Conference. Next week, a wide ranging AI conversation with 3 experts. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. We are sponsored by the Bridge Conference. Tony will be with more than 2400 nonprofit professionals at Bridge, July 29 to 31 in National Harbor, Maryland. Info and registration at bridge.org. 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.
Keara Klose, Kate Meyers Emery & Ashlee Dean: Confessions Of Nonprofit Social Media Managers
Approval processes. Posting frequency. Constant emergencies. Managing AI. To overcome those challenges, our panel offers time-saving tactics, strategies to fight burn out, smart ways to use AI, and more. They’re Keara Klose from Cats In Bloom, Kate Meyers Emery at Candid, and Ashlee Dean with Iowa Association for the Education of Young Children. (This is part of our 2026 Nonprofit Technology Conference coverage.)
Leah Lundberg & Chris Lundberg: Convert Your Member Website Into A Thriving Community
Leah and Chris Lundberg are spouses who met at a previous NTC. They reveal their thinking on creating a community by auditing your current experience, applying opportunities for connection and leveraging available tools. We also dive into their opinion that SaaS is dead amid a move to data democratization and the own-your-data movement. They work together at Engine 9. (This is also from #26NTC.)
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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 hebdominal podcast. We have a listener of the week, Byron Coke in the London area of England. He messaged me on LinkedIn, quote, I came across nonprofit radio through your episode on AI in fundraising and the small org focus. The other 95% is the exact gap I care about, end quote. Byron, you are in the right place because we are devoted. To the other 95%. And I’m glad, I’m thrilled that you’re paying attention to, to that, to that vast minority, majority, the small and mid-sized nonprofits. Uh, Byron’s work is in, uh, grants, the grants consultant. Congratulations, Byron, on being our listener of the week. Thank you. Thank you so much for being with us. Oh, I’m glad you’re with us. I’d be thrown into supravergence if I had to see that you missed this week’s show. Here’s our associate producer, Kate, to tell us what’s up this week. Hey Tony and Byron, we have Confessions of nonprofit Social media managers. Approval processes, posting frequency. Constant emergencies. Managing AI. To overcome those challenges, our panel offers time-saving tactics, strategies to fight burnout, smart ways to use AI, and more. They are Kira Close from Cats in Bloom. Kate Myers Emery at Candid, and Ashley Dean with Iowa Association for the Education of Young Children. This is part of our 2026 nonprofit technology conference coverage. Then Convert your member website into a thriving community. Leah and Chris Lundberg are spouses who met at a previous NTC. They reveal their thinking on creating a community by auditing your current experience, applying opportunities for connection, and leveraging available tools. We also dive into their opinion that Sass is dead, amid a move to data democratization and the own your own data movement. They work together at Engine 9. This is also from 26 NTC. On Tony’s sake too. Tales from the gym, bootleg vodka. We are sponsored by the Bridge Conference. Tony will be with more than 2400 nonprofit professionals at Bridge, July 29 to 31 in National Harbor, Maryland. Info and registration at bridge.org. Here is Confessions of nonprofit Social media managers. Welcome back to Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology Conference. This conversation wraps up our 2026, 26 NTC coverage. This is the final one of 20. We’ve done, we’ve we’ve done 19, we’re about to do number 20. With me are Kira Close, Kate Myers, and Ashley Dean. Who’s that for? Who’s that for all three or just one? Is that one person’s fan. It was for all 3. All right. Uh, you’re just, well, she’s welcome to stay if she, she wants to contribute. Um, our subject is confessions of nonprofit social media managers, and, uh, we’re calling on, uh, Kate Myers Emery, senior digital communications manager at Candid. Give us an overview of what the, uh, what the screaming nonprofit social media managers are all about. Yes, a nonprofit social media managers often hold a really interesting role. They don’t just do social media, they have to do a lot of other things. They wear a lot of other hats and we’re a unique role in our organization and you know this has been an exceptional year for social media. A lot has changed. We faced a lot and so we wanted a space where we could talk about what it’s actually like to do this work. Um, our tips, our tricks, how we’re managing burnout, how we’re managing AI, it was just a, you know, an open space for conversation and discourse around what we’re actually dealing with. OK, thank you. Thanks for kicking us, kicking us off. Let’s, uh, let’s dive in a little bit. Um, let’s go far. Uh, well, furthest away, Ashley Dean. Uh, Ashley is communications coordinator at Iowa Association for the Education of Young Children. Um, I understand that, uh, managing social is kind of overwhelming according to your session description, but, uh, Kira, uh, I’m sorry, Kate got us started, but why don’t you dive in a little deeper about why this is overwhelming work. Yeah, there’s just a ton of moving parts with the ever changing algorithms between Facebook, Instagram, LinkedIn, or even TikTok and other platforms that you might be utilizing and what to put out on those platforms along with leadership. What they want out there approval processes and even how frequently you’re posting, which at the end of the day that’s why some other places only have social media managers for that role rather than in our roles where. Like Kate said, taking on other hats along with that. Yeah, what are some of those other hats? Um, for me, I’m also doing a lot of email marketing. I help out a lot with design within the organization, so design for advocacy efforts along with reports and a lot of fundraising stuff. It really, there’s really no start and no end. Whatever they need, I, it gets added to the task list. All right, Kira close. Kira is sitting closest to me, but her. Name is also Kira Close, uh, social media manager for Cats in Bloom. Why is that? Why, why are, why are, why are nonprofits turning to the social managers for design work, for, for instance, that’s just one example. Um, I think I’m a little bit of a unique case, so I am not a paid staff member. I’m just a volunteer for, um, Cats in Bloom, the nonprofit, um, but I think a lot of it really has to do with, you know, not. Enough staffing, not enough expertise and not enough funding to kind of cover all of those roles, so it kind of always falls to the person who’s maybe most intertwined with communications or most intertwined intertwined with campaigns and stuff like that and it’s just kind of a natural progression to social, um, and then it just kind of gets added, added to the list. All right, so it feels like unfair creep to me as well. You probably are sympathetic to that, uh, that’s the way it sounds like you’re, you’re allied, you’re closely related, so you may as well do it. All right, that doesn’t sound fair. All right. Um, You have some, I don’t know, so I don’t know, should we start with like the rants or, or do you want to start with the, uh, the more, let’s start with the rants because that’s, that’s fun. That’s fun. So let’s just, let’s, um, let’s just keep going. Kate, we’ll just go down the line a little bit, we’ll bounce around, whatever, but Kate’s in the middle. Um, it could be your personal rants or, or, uh, what you heard from, I’m sure the conversation was energetic and robust to put it in, uh, like kind terms, you know, I wasn’t, I might, might like to have been a. Fly on the wall in the in the session, but so what are some of the, you know, what, what are some of the rantings out there? Yeah, so my, um, favorite rant to go on is that nonprofits don’t need to do video on social media. Experts are always saying that like that’s what you have to do, that’s how you get your voice out there, um, and I’ve gotten into fights on this on LinkedIn, uh, because I feel very strongly that, you know, if your organization doesn’t have an easy source of content like, you know, cats or like cute. Animals, um, if you don’t have someone charismatic on your staff who wants to be on camera, doing video work is a lot at Candid, the way that we did it is we did a test for 3 months to find out if we could actually take on video so we were able to go in the conversation with data about like, all right, it would take 30% of my job, which means 30% of other stuff needs to get moved off my job, um, and like now we’ve actually taken a break from it because we don’t have the capacity to do it and so I think. Giving nonprofits like the forgiveness around like you don’t have to do this experts are saying you do you don’t if you don’t have capacity and you don’t have time you can still be very successful and not do video. OK, Candid feels like an organization that doesn’t have ready content like to me it seems like a pretty kind of a cerebral organization. We’re a data organization so we don’t have like cute charts that we. And like just pull out and show you and we’re all remote so I don’t even have like people that I can show you. I see. OK, um, Ashley, how about, how about you, uh, either your own rant or or something memorable from the session. Um, I definitely think have making sure that what you’re putting out is quality over quantity. A lot of times people want. Post Something every single day when in reality you do not need to post every single day so really just focusing on what needs to go out and what it what’s impactful rather than just trying to fill feeds because you wanna have that quality content out rather than something that you’re just quickly putting together to get out there. OK, that’s that sounds contrary to the. Conventional wisdom, which doesn’t make, which I chose that deliberately because it doesn’t make it true, but it’s conventional wisdom. They just, I mean, depending on the, the platform, it’s LinkedIn, you’re not supposed to post. 8 times a day, but if it’s Facebook or, or X or Blue Sky, maybe. So that you’re, you’re saying what’s contrary to the conventional wisdom, yeah, and it really just depends on what your audience to me looks like my, um, at my. Association Facebook is really our best platform, so if I needed to for some reason post 5 times in a week, I’m gonna do that on Facebook because that’s where the traction’s gonna be. However, on Instagram, realistically I should not be going over like 2 times a week because that second post or even both posts might get hidden by the algorithm and like less than 50 views, no engagement, no click through rate at all. OK, OK, Kira, either your own a personal rant or something from the session, um, I think my own personal rant, uh, I was talking about this in the session as well, is just I’ve taken a little bit of a strong stance for the Cats of Bloom nonprofit, um, on our social media channels, and a lot of it is made from the heart, not with AI, uh, I think there’s just such a push for AI and I get where it can be helpful and it can be useful, um, in many different contexts, but I think especially as a. Rescue organization that deals with kind of uh life and death situations for felines every day and kind of the realness of that and the realness of human circumstances within that I really like to show the human side of things and like the authenticity side of things so like I really try not to use AI and especially nowadays I feel like it’s so obvious when people are using it that I, I’m kind of not using it at all except for some video editing for the cat cafe. Then they’re using it wrong. If it’s so clear that they’re using it, it’s like Botox. You’re not supposed to see it. You’re not supposed to know, I guess. No, I think, you may not care for my analogy, but, but you’re not supposed to, it’s not supposed to be obvious. Maybe you’re supposed to be transparent and say that it was, it was generated initially from the, um, whatever it’s chat chat or, or Gemini, whatever, uh, but it’s not supposed to be obvious. Yes, yeah, OK. Now you’re particularly committed to Cats in Bloom because you’re a volunteer. All right, you’re, but you’re standing among professional social media managers here. I’m paid paid staff. I’m you’re volunteer. I’m a paid social media manager in my day job as well. Oh, you are. Oh, in a different, in a different capacity. Is it a nonprofit? No, it’s not. Oh, OK. All right, so you, oh wow, so you are, I mean, you’re committed to Cats in Bloom. You do your professional work. For free as a volunteer for Cats in Bloom. Yes, that’s a great commitment. Well, thank you, thank you. I don’t know Cats in Bloom, but if you look at her top is her top is all cats. Some of them have glasses like she’s wearing glasses. That’s cool. Alright, I mean, that’s particularly committed. Am I, am I right? Or she’s doing her work like, OK, um, these two are though as well. Oh, they are too. Well, they are, they’re committed, of course, but I, I volunteer volunteering is a is a higher, that’s, I don’t know, it’s like a higher echelon, I think you’re giving your time. You’re giving your time, alright, not to minimize the people who get paid for it. I get paid for my work. I, I’m not saying you should be ashamed or anything like that. I get paid for work I do, you know, we all should. Um, OK, uh, rants, uh, uh, what about, how about channeling some of the, OK, so you each gave your personal, how about something you heard that stood out, anybody stood out from the session like, wow, yeah, that, that really resonated, or it was, it, it got the most applause or the most laughter. I mean the thing that we talked about I think as a group the most was burnout among social media folks because you know you’re doing social media and communications during the day you’re seeing kind of the worst of the Internet and then a lot of people like to do social media in their free time or they’re volunteering and doing social media and finding ways to protect yourself from all that so that that definitely got the most conversation because people were sharing. How to, you know, see that you’re burned out, how to fix the burnout, um, what that looks like for different organizations because it’s so unique. All right, let’s stay with you then. What, what, what does it look like? Well, Candid, um, because of who we are in the sector and because we have, um, comprehensive data about all nonprofits, we get cited a lot in X conversations by people that want to hurt nonprofits, so they will use our data to find quote unquote bad nonprofits to try to harm them, um, and so we see all that because we’re tagged in these conversations that were mentioned. Um, and it’s helpful for us to see the negative because then we can figure out positive things we can do. We can get data to organizations that we’re seeing like, all right, these types of organizations are under attack right now. How can we help them? Um, but as a social media person having to look at that and look at the, the hate and the violence all the time. Is is really challenging, um, and so I actually do no social media outside of work hours like I have to be completely blinders personal, not personal social, yeah, I don’t do any personal social media anymore um I completely turn my phone off in the afternoons. I don’t, I don’t look at anything on weekends. I fully check out on vacations, um, and I think that’s challenging because I feel like in some ways like I’ve lost some connections to friends that I used to be with on Instagram, but. I need to protect myself. Yeah, yeah, Ashley, how about you? You know, you, the, the agency’s work is the association’s work is with young children. I, I, I can, it’s hard to imagine, but I can imagine that there, there could be a backlash against the work that you do, uh, maybe some of the populations that you serve. Do you see some of this negative, negative, do you have to deal with some of the negativity that, uh, Kate is describing? Um, not at my current organization. However, the one that I was at previously centered its work around refugees and immigrants, so, yeah, um, when I was working there, I actually had my accounts, the organization’s accounts linked to my personal ones and had my notifications on 24/7 because. We were getting such hateful and like threatening comments that I would need to go on there right away, report them, block them, otherwise the people that we were serving were just getting scared and would be fearful to leave so that they could get the help that our coalition was providing, um, which became very draining and a lot of burnout occurred because of that. Luckily at the Iowa Association. For the education of young children, we have nothing but positive comments, so I have been able to create that boundary where when I’m at home I am only on my only my personal accounts. I don’t have any organizational accounts on my phone. OK, at the previous agency, did you have to do any of what Kate was describing or how did you protect yourself when you were at the earlier agency where you were. Uh, uh, uh, certainly prone to, uh, attack and backlash. It really depended on the comments that we were receiving. If it was just, um, lack of presenting facts, then it would be, hey, here’s this study that was done, which is why, um, when we were doing, um, COVID vaccines for immigrants, we would. Set up clinics so that they could get vaccinated and which got a lot of hate and we would be like this is why we’re doing this but then there would be just. Straight up threatening ones and then that would just be blocking the user as well as removing the comment so it really just depended per incident. OK, but you, you didn’t go as far as Kate was describing like turning off or ending your own social, your personal social no, I’m I’m not that disciplined. OK, alright alright um. So Kira, uh, I imagine there are people who are not in favor of saving cats. You probably get some backlash. How, how do you manage that? How do you manage the negativity? Oh, plus you do this work in, in your own, I don’t know if you’re in a lightning rod organization of your own, or maybe it’s something benign like American Dental Association, you know, then I don’t see them. Getting a lot of backlash and like cavities, you know, cavities backlash or you maybe root canal or something if you had a bad root canal you might backlash against the American Dental Association, but it’s probably not very common but you probably don’t work for the American Dental Association anyways. I don’t. It’s one I chose. I have my own rant about dentists. No, no, I have good teeth actually, so I’m fine. But what, uh, alright, so how do you deal with it, uh, I bet there is a backlash against helping cats, right? Helping, yes, so we do encounter some backlash, especially, um, with our work in, um, kind of rescuing cats and not just like, you know, relocating them to magical fairyland where they won’t bother people anymore. So I think a lot of it is just. Helping people understand and educate people on what can be done to help not only the feline population but the human population who may be dealing with cats that they don’t necessarily want to be dealing with or people who want to be able to help but maybe don’t have the funding or the support to be able to do it so I think a lot of the backlash that I deal with on our social is just helping to educate people or like Ashley said if it is somebody that kind of can’t be reasoned with or is just being like really inappropriate and really abusive, I will do. In extreme cases I will do the thing where I delete the comment and I block them because to be honest as a social media manager, especially as a volunteer social media manager, I don’t have to deal with that for my mental health when I’m managing that in my free time. OK, um, is that as far as you go like. Uh, how about in your own personal accounts? You’re, you’re, you’re still active personally, and yeah, I’m really active on my personal accounts, but it’s a really curated space that I have, so it’s really friendly and positive and that kind of thing. So, but I also have them pretty well locked down, so it’s only the people that I invite into the space. OK, OK, um. How about um. Yeah, I feel like we channeled enough of the ranting and you know, and, and, and, but also how to manage it personally. This is good different degrees of uh how you’ve each managed the, uh, the, the negativity of the web, you know, in your own, in your own businesses, in your own and personally, um. have some advice around time saving tactics, I believe. Who wants to kick off? Let’s go far, furthest meaning furthest sitting from me. Ashley, time saving tactics, ideas for your your counterparts, um, just reusing as much content as you can and. Whenever you post something, your entire audience isn’t gonna see that post the first time, so if you reuse that exact post again, you’re gonna reach even more people. Something that I like to do through Canva, you can just click the shuffle button on your colors. So if you do wanna spruce it up a little bit for the next year. for example, um, Iowa AUIC, we have a spring and fall institute so to shuffle the colors that I used in the same template last year and then utilize that don’t have to do that much work compared to creating the templates in the first place and then I have a full campaign ready to go. OK, cool, um, Kira, what, what do you do that time saving, uh, time saving tactics for me really are, I think I’m lucky in that we have a lot of cute felines and cats to feature at the cat cafe and also in our foster home, so it’s inviting those people to kind of help me with social. So like, oh, you took that really cute picture, can you send that to me? We have an internal, uh, volunteer Facebook group where people will post photos and stuff like that. So it’s kind of getting people to help. Me cover content, especially during my work day when I can’t be at the cafe to cover stuff, so kind of bringing people into the fold for covering content and then being able to use that on social even if I wasn’t there personally. Alright, public curation, yeah, cool. How about Kate? What, what do you do? We do a lot of do a lot. What is name a couple of tips you do a lot, um, we do a lot of remixing of content. So if I make a long form. Piece of content like a carousel that’s about, you know, perceptions of nonprofits right now from the public. I will take the individual charts that were in that carousel and I’ll make them into standalone posts or we’ll turn them into like pop quizzes that we put on LinkedIn, um, or like a short video so we try when we make something to get the most out of it. Um, and we’ll reuse it over and over again, um, because, you know, I think it is like 7% of people see what you did, so you might as well keep using it, right, to Ashley’s point, yeah, people, it, it’s, it’s OK to reuse, yeah, all right, um, is there more? I mean, time saving, you know, you guys are all, you, you’re all experts, but is there more? You got more tips. Who’s got to throw somebody throw out another time saving resource saving. Mind saving tip. So I have a really silly one, but it’s my favorite thing. um, if you are on a Mac computer and you do command control space, it brings up your emoji keyboard and it’s like this little fast track to getting an emoji keyboard. Other people love it, um, and like as a social media manager you you need quick access to emojis and it’s a very simple easy trick but it saved me so much time. Yeah, what is it? What’s the key strokes command control space command control space. All right, uh, is there a counterpart in the Windows environment? What is that? Windows colon, the Windows button and colon. OK, OK, um, anybody else want to help, help your, help all your colleagues with more resource saving tips, time saving. Something that I do for my organization that has really helped me, but I know it’s not realistic for everybody, we have a very specific schedule year by year, so we always have our fall institute, we always have our spring institute, we always have the week of the young child. There’s a whole bunch more that I could list off, but that would take way too long and putting in one document what you’ve already done. And then every year just taking that same exact timeline and fixing the dates. OK, so this was on this Friday here’s the new Friday so you already have your marketing timelines that are going on social media or for my case I also have the email marketing timeline that you’re able to reuse year by year so you don’t. You don’t have to worry about that every single year when you’re coming back around to the Fall Institute or anything like that, but I know some other organizations are a little bit more sporadic and they don’t have that really set schedule that we do. But if you do have that cadence, valuable reuse, right, very sensible. OK, um, I don’t know, across the three of you and in the session, is there a, is there a particular. Uh, um, platform that is annoying that, that we should, we should, we can, uh, call out as, as such. Is there one that really, I mean, it really just annoys the hell out of everybody? I mean, X, I think X Y is Y X because since it became X, it’s kind of turned into like a cesspool for conversation and so it used to be this really helpful space. It was great and I think it was great for when it was Twitter. It was, it was doing good work like crowdsourcing emergencies and things and and rescue efforts and. That that’s in the past, yeah, I think with the way that it’s changed and they’ve gotten rid of a lot of the safety guard rails, it’s just a place for the proliferation of hate and so yeah, I think, you know, we had a lot of conversations with social media managers over this week saying like, hey, I want to get my organization off X. How do I convince people that like we need to leave this space? Have any of your organizations left? We were never on it. You were never, OK. The, um, I’m sorry, Iowa Association of Education of Young Children was never on it. Candid has left. We were Bloom never on. All right, so the three of you, nobody’s on it. And Candid, uh, how hard was it to convince? Is that a big deal to, to say, I mean, I’m the social media manager, I’m the social professional, I’m advising we get off this shit channel. How hard is that? Is that hard? And when we actually made the move, it was not hard. I think had we made the argument right at the beginning, it would have been a little bit more challenging, um, like right when Elon Musk took over I think it would have been harder because that was our biggest audience. We had 160,000 people that were following us and we did have a lot of great conversations and great things were happening, but over the course of the year after. After that we saw most of our followers leave our engagement dropped, and so I was able to make the argument based purely on our data. It’s not worth the time investment, and I think that is a much easier conversation to have than being like, oh, I don’t want to be on there because of Elon Musk. Then it feels more personal, but, yeah, it feels politicized. You made a data driven decision. All right, good, savvy. Um, somebody touched on AI. I don’t know, Kira, it may have been you. Uh, let’s talk about the, uh, appropriate use or valuable uses of AI and maybe some boundaries too. Uh, let’s start with you, Kira, because you brought it up. Do you use it? I do. Cats and Bloom. Yeah, I do, only in a very specific case. Um, so I use a video editing tool called DScript, and you can actually put the video that you’ve. Record it into there and it will transcribe it and you can edit the video by like erasing things like words in the transcript um because I’m not a video editor I’ve never been like a trained video person and I’m amateur at it at best that is really helpful for saving time you can work you can work from the transcript you don’t have to go into the video and then it takes that takes the the uh the corresponding part out of the video as you delete it from the transcript. OK, what’s it called again? Descript descript. OK. Anybody else? AI appropriate valuable? OK, Ashley, I use it a lot for proofreading items just to make sure grammar is looking good as well as verbiage with IOAUYC we don’t use the term kid, we use child or children. So just making sure that anything we’re putting out is following brand guidelines along with copyrighted symbols. We have like the early childhood teach. And wages program which need copyrighted symbols but not in every case and I don’t wanna be the one messing that up when it goes public so just making sure that I’ve already trained Chat GBT to know where to put that and then have it proofread those items. Is is chat the soul uh app that you use? Yes, OK, I’m sure the kids appreciate that. I did that on purpose, kids. Sorry, sorry. I, I respect children. Um, OK, uh, yes, Kate, what, uh, AI usage? Yeah, so, um, Candid uses AI on a lot of the work that we’re doing now. We’re exploring different things. We have our own internal LLM, um, but for communications we’re basically using it as like an intern, so we’ll use it for, you know, helping brainstorm, come up with new ideas, um, if we wanna reuse content, we’ll have it like create a starting point of rough drafts, but. Everything that goes out online has been made by humans, so we really wanna make sure that things feel authentic and that they’ve gone through a human and we’ve really made sure that there isn’t um anything that we’re missing um I think language is so important right now and people are reading into words and so being very careful about language and the way that we’re using it and just keeping that like integrity and authenticity is really important. Let’s talk about the favorite favorite channels we talked about the least favorite. Ashley, let’s start with you. What, what’s your, what’s your favorite channel? I love LinkedIn. Why? Why? Um, it just feels like it feels like what social media was made to be. It’s so it’s become such a community for me rather than whenever I go onto Instagram and Facebook. I feel like I’m just getting thrown ads at all the time as well as. Whenever I’m using it for personal use, it just seems like I want all the likes, especially in my age demographic. It’s like I’m gonna post and then my personality is gonna be revolved around how many likes I get, which I’m just kind of over, but on LinkedIn I’ve been able to think, yes, um, 2004, which on LinkedIn I feel like I have a community. Like I just put everything out there, yeah, yeah, yeah, that’s all right, all right, um, is LinkedIn the association’s most, uh, popular channel, most followed channel? Um, Facebook is our most followed channel and our most viewed, however, we have, um, the highest click through rate and engagement percentage through LinkedIn. OK, how about you, Kate? Favorite? Yeah, LinkedIn definitely is my favorite, um, both personally and for Candid. It’s by far the best. Um, when I started at Candid in 22. Um, it was like our like least favorite one. It was the one that we were not posting and now it’s just transformed into to such an amazing community. That’s where we’re having real conversations. It’s where people are sharing things and they’re digging in and you can see people making connections like through our posts, which is really exciting. It’s, it is, it is what you want social media to be. It’s like Instagram was in like 2010. It just has this great feeling in community and you don’t feel like you’re being promoted to, you feel like you’re being invited into conversations. I love that. Yeah, I, I also have my my favorite is LinkedIn. Akira, we’re gonna get to you. At 64 years old, I’ve seen so many disappointments. My concern is that LinkedIn will go the way that Facebook went, that Instagram went, that others have gone, you know, they’ll, they’ll be serving up more ads. The algorithms will change. It may become a cesspool. That I, I don’t want that obviously, but that’s what I think about. That’s what I, uh, it doesn’t even keep me up at night. But if I was thinking deeply about social, I’d be concerned about the future of LinkedIn because so many other, uh, so many of the other sites have let us down. All right, it’s my rant. Kira, what’s your favorite? So my personal favorite is also LinkedIn. Um, I think it really is like. What 2014, 2013 Twitter was for me where I kind of found that community and I have friends from that time in my life on Twitter who I’ve met in real life, um, and now I think LinkedIn is kind of like that Kate and I actually met on LinkedIn and Ashley and I and we’re friends from a social media platform and I just think it’s such a positive collaborative space if you curate it to let it be like that and then. Uh, professionally in the realm of the cat cafe, Facebook is my favorite mainly because that is where we see the most engagement. People see our posts on Facebook and that’s why they come in and visit at the cafe. That’s why they come in to adopt cats and that kind of thing. So Facebook is my personal, my professional favorite for the cat cafe. OK, alright. I just feel like we should leave it on the positive, or favorites without my without the uh without the host’s cynicism about LinkedIn. I hope it never happens. I mean I want LinkedIn to stay vibrant and, but you know we’ve, we’ve been let down more than, more than a couple of times. Uh, who wants to wrap us up? Uh, it, it can’t be Kate because you did the opening, so somebody has to bookend, you know, with, uh, like a summary, the, the, the love of the love of the good side of social. OK, Kira wants to end with the good side of social. OK, so I think overall, while there are certain pockets of social media that can be an absolute cesspool and very depressing and very hateful, I think there are positive. to social where I know I’ve said this a few times already, but where you can curate the space you can make it what you want it to be like use that block button you know like make it into the positive place and kind of interact on social the way that you wanna be interacted with and then if somebody doesn’t follow those guidelines you can kind of block them and get rid of them so I think overall social and especially in my role at the cat cafe I’ve seen so much good. Come out of social like cats are rescued from like terrible environments. Cats are rescued from like struggling out in -14 degree weather and that kind of thing. So I’ve just seen like a really good positive side of social and like the good that it can do and the good word that it can spread so it can be good um in certain areas and I think we just kind of have to hang on to that and find that space both in our professional lives and our personal lives if we choose to. That’s great. That’s Kyra Close. Close is with a K. She’s a social media manager at Katz in Bloom. With Kira is Kate Meyers Emery, senior digital communications manager at Candid, and with Kira and Kate is Ashley Dean, communications coordinator at the Iowa Association for the Education of Young Children. So thank you very much, Kyra, Kate, Ashley, thanks very much for sharing. Thank you. Thank you. You wrapped up our coverage. This is it. Like tables are coming down, like 3 quarters of the tables don’t even have cloth cloths on them anymore. They’re naked. But that’s where we persevere. We’re we’re not wrapped up until. Until the host says so, which is, which is now. We’re choosing now, not 15 minutes ago like everybody else. Everybody else dashed out at 1:45. We’re here until 2 o’clock on the nose, as a matter of fact. So thank you. Thanks to each of you for sharing. Thanks for being with us. Thanks for wrapping up our coverage. Thank you. Thanks for having us. It’s a pleasure and thank you for listening and being with Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology conference. It’s time for a break. We’re sponsored by the Bridge Conference, produced by AFP DC and DMAW July 29 to 31 at the Gaylord National Resort and Convention Center in National Harbor, Maryland. More than 2400 professionals will gather at bridge. Tony will be with them. The question is, will you? Thought leaders from nonprofits, associations, foundations, hospitals, higher ed, faith-based, and mission-driven causes across the country come to Bridge to discover new ideas, solve real challenges, and connect with smart people shaping the future of our industry. From 125+ educational sessions and hands-on pre-conference workshops to Bridge Tech, the faith and fundraising forum, and inspiring keynote speakers, Bridge offers something for every mission and every role. The conversations happening at Bridge will shape strategies, careers, and organizations long after the conference ends. Don’t hear about it afterward. Be in the room. Register at bridge.org. It’s time for Tony’s take 2. Thank you, Kate. Another tales from the gym. I don’t know what’s going on here. Uh, I, when I, Pulled into the parking lot, uh, I pulled next to, uh, a man, uh, I’ve introduced you to before, Sam. Sam is the man who, uh, Sam is the man. Sam, Sam. Sam, what was that? Sam, Sam the Sham and the Pharaohs. Oh, they, that was an old, Sam the Sham and the Pharaohs had, I think they were a one-hit wonder, like in the 60s or. 50s maybe? Sam the Sham and the Pharaohs. I’ll look it up. You don’t have to, you don’t have to let me know cause I, I’ll bet I’ll think of it as soon as we’re done here. In any case, our friend Sam, he’s the guy who had me sign the birthday card for Jerry, the 92 year old, and I didn’t sign my name because nobody knows my name. So I just signed it, Jim Rat. You may recall that. It was a few months ago. So I pull up next to Sam and he’s got some people, uh, two others congregated. They’re, they’re, they’re at the back of his, back of his SUV. He’s got the, he’s got the rear gate open, and he’s showing them something and, and I parked and so I, and they were close, so even with my windows up, I could hear that he was talking about vodka. So I just, you know, I was on my way to the gym. So I got out of the car and took my time because I was kind of curious what this vodka conversation is at, at the back of his, uh, car. And, uh, and he’s showing off a bottle. It said Jim’s vodka, and it had a picture of a guy, uh, I, I, I saw the label. It was a color picture. Of a guy, I presume his name was Jim. It was Jim’s vodka. And, uh, he was showing this bottle to the, to the two women. Uh, I recognized one of them, I don’t know the other one. I just, I walked by, I said hello to Sam and, cause I, I know him. So, and I just kept on walking. So I didn’t, I didn’t join the, this, uh, illegal bootleg conversation. I did notice that the bottle did not have a North Carolina, it’s called a tax receipt. It’s a, it’s a, a tag that goes over the bottle cap. You can’t, you can’t open the bottle without tearing this paper, paper sticker, but they call it a tax receipt. That, that goes over the, over the bottle. And I know the bottle, I know this because, uh, when you buy bottles of liquor at the ABC stores, that’s what we have in North Carolina. They all have this, this pink tag on them, but Jim’s vodka did not have the tag, so. Between the name it being called Jim’s Vodka and it being shown in the back of a, uh, uh, uh, the back of somebody’s car, and it doesn’t have a tax receipt on it. I don’t know, it sounds bootleg to me. But I’m not in law enforcement, so I, I, I won’t, I won’t draw the ultimate conclusion. I’ll just ask the question. What do people say? I’m just asking a question. I’m just asking a question, but I’m not gonna question Sam on it. If he’s got a little side hustle, selling Jim’s vodka, I don’t, I don’t wanna ruin it for him. He has a little pop-up shop at the back of his truck in the parking lot of the gym. And that is Tony’s take too. Kate, So he had like cases of it or just I only saw the one bottle. I don’t know. Well, there was probably more the way, I mean, he had it in the back of his truck. So it seems to make sense that there would have been more, but I only saw one bottle of Jim’s vodka. Maybe he was just giving like a friendly review, like, hey, have you tried this? I don’t know. Could have been, could have been very innocent. I’m just, I’m just asking questions, that’s all. We’ve got Beu butt loads more time. Here is convert your member website into a thriving community. Welcome back to Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology conference right here in Detroit, Michigan. My guests now are Leah Lundberg and Chris Lundberg. Leah is vice president of marketing and operations at Engine 9, and Chris Lundberg is CEO and founder of Engine 9. Leah, Chris, welcome to nonprofit Radio. Thank you so much. It’s a great pleasure, pleasure to have the both of you. Uh, your session. Topic is, have you done your topic yet? Yes, we did yesterday. OK, a playbook to turn your member website into a thriving community. Chris, could you give like a 30,000 ft view of the topic before we go into detail? Yeah, sure. So things have dramatically changed in the last 3 and 6 months with AI and all these other technologies that are out there. So fundamentally how you think about members should not be thought of as tech platforms out in the cloud, SAS platforms, that type of thing. It is now moving back towards centrally hosted databases of information from all of your members connected to with Replet or other web development tools directly back into a database you host and run. So SASS is dead is the kind of best way to think of it. OK, thank you. Thank you for an overview. Let’s, uh, let’s just start to go into some detail, um, about, uh, um, well, first we have to, uh. Recognize and acknowledge that we have a uh an NTC. Here you go, Amy. We have an NTC couple here, uh, Leah and Chris, they’re not brother and sister. They met, they’re married, and you met at an NTC. We did. This is an NTC love story. Alright, so first we’re gonna do that story before we have anything to do with membership websites or membership or anything else. So who’s gonna tell the, alright, it’s your turn. Tell the story, tell the love story of Leah and Chris at NTC. Sure, so um I’m originally from Australia and I was living in Canada, Western Canada at the time. And they used to run the do-gooder Video Awards many years ago, uh, run by C3 I believe, and that’s right, yeah, so, um, it was, oh my goodness, uh, Michael Hoffman. Michael Hoffman, exactly, Steve, like I said, Michael Hoffman, right, C3, the do-gooder. I remember those. This is our 12th, this is our 12th NTC, so wow, we were, were we at the one where you met? I think so. That was about 99 years ago now, yeah, so, um, so we won my hospital foundation. I was in charge of running the campaign. for the video campaign and it went viral, which you can’t plan, which was great. Um, and we won and the prize was 2 tickets to the next conference, which was in DC, which is where Chris happens to also live. And so I came along and actually one of his clients brought me to his party, who I met at a Salesforce party, weirdly enough. So I was at my first NTC and, uh, yeah, and we kind of had a fun time and then we wooed each other for 9 months and then I moved over to the US and That’s outstanding. Does, does N10 know that? Yes, they do. We’re one of many apparently. We’re one of many. Yeah. Oh, OK. All right. So what year would it have been that you both came to the, you want, so you won a ticket 2017. We missed it. Alright, I, we started it in 2014, but we skipped 2017, so we were not here, but we’ve been to everyone since this is our 12th. All right, so, but it’s about you. Alright, so 2017, that’s fantastic and one of many in 10 romances, yeah, apparently I, I told Amy and she said. We’re one of many marriages that have come out of N10 and yeah, we’re thinking about starting a birds of a feather kind of thing for married couples out of N1 and NTC, they have birds of a feather tables where people can flock together, um, and oh that’d be cool, the married couples. Have you met any of the other NTC married couples? We have not, no. Perhaps, but not that we have known. They haven’t exposed that they were introduced here, but yeah. Well, it doesn’t come up ordinarily in conversation. But I used to work for nonprofit and now I’m on the vendor side, so that was the trend. time for that too because we started working together right after that. Engine 9, so you had founded Engine 9, Chris, before, um, kind of fractured. Yeah, we were at fracture at that point. So Engine 9 is actually much more recent, only about the last year or so. So, um, but I’ve been going to N10s for 20 years now. OK, OK, it’s it is a great conference. That’s a great conference. Yeah, I know they care about the people, the food is excellent. They’re thoughtful about, I mean, the community chooses the sessions. I like that. I admire that. Alright. All right, let’s go to the more mundane, uh, member websites. It all feels like downhill from here, you know, we’re not, it’s not love stories anymore, you know, member websites. So let’s talk about membership program first. Somebody, somebody identify what we’re talking about when we say a membership program. Sure, so N10 is a good example of a membership program, right? So you, uh, work with Antenna, another nonprofit. Uh, you become a member to try to engage with other members of the community to build community to kind of, uh, build out your relationship with the organization and with each other. So, so membership is one of the most important parts of society and the technology behind it only exists to help, uh, people engage with those relationships. OK, so we wanna have a more more robust. Member member experience, yeah, we all do. I mean like there’s just community, right? So it’s like community x 10 and more custom. I think people want to be able to see their own information, have control over that, particularly these days. So there’s an element of that too of access. OK, and we’re talking about the member website. So this is the place where you go to manage. Web manage your membership but also to engage with the rest of the membership. So I mean for a while like we started to use technology to enhance membership like whether it be N10 or other tech organizations. Membership is as old as humanity, but like in the last 20 years a bunch of technologies have been built up to build out like member engagement work. Uh, I remember, uh, I did some work on the Obama website in 2007, so he had this huge membership engagement tool set which let people connect with each other and it really became a way to organize politically and make change effectively using membership. Um, so starting then a bunch of technologies have kind of like come and gone to help people use technology to build that membership out. Some of them suck, some of them are good, uh, but most of them at this point are now dated and old because we are seeing complete change in how we use tech, um, and, uh, that has been, uh, wild and revolutionary to be a part of. So as a part of your session identifying the. The the tech that doesn’t suck you talk through some of the tools, yeah, and mostly it was we originally thought of the session that to present some existing SAS platforms out there that were good at membership management, right, like plug-ins for WordPress and all that kind of stuff, right? That is gone now. So if that, that all that tech, uh, if you’re currently working for a SAS company, I’m really sorry if you still have your job, you’re lucky. Um, but a lot of these look for other work, look for other work rapidly. There’s no future in SASS, yeah, if, if you track stock prices, like, you know, all the SASS companies are down 40% in the last 2.5 months, so Salesforce, etc. So a lot of the membership management technology which used to be this massive SASS product line, they’re just gonna go away. They’re just gonna go completely away, OK, um. What, what does the community look like? Um, maybe that, maybe the answer is it depends on what your work is. I don’t know, but what, what can Leah, what, what, what kind of membership, like an average membership community look like? Well, it really depends because I think in a nonprofit space that membership can be donors, right? So like there’s not really any ability to for people to log in and see what they’re donating and alter that. Like we don’t have exposure to any of that data. Some of that’s deliberate because if you had access to. Change your monthly giving, you might cancel online. Like some of it’s a little bit, a little bit deliberate, but I think, um, a lot of it’s just the infrastructure’s not in place. So even from a nonprofit perspective, I think that’s really important to have access to to that, but also to be able to create create community and be able to have an an an awareness of what people are into and be able to create, you know, events for to cater for that because really we’re getting back to the age of connection. Particularly after COVID, and I think we’re just not really in the space where like you have to convince people to get off their couch, like you have to do something worthwhile that’s meaningful and hopefully bespoke to what they need, and in order to do that we’ve really got to interact with them in a more personal way and membership kind of allows you to have that constant contact and, and really cater that for the people that need it in whatever context you’re in, whatever type of org. OK, I just want to pull on something you mentioned. Are we going to where donors can go online and see their own giving history without without asking for it from thank God because why can’t we do that now, right? I never even thought of that, right? Like I can go to my local gas company, which is Joe who lives down the street, and he’s got a website and he can tell me how much I’ve, you know, how much I’ve paid him and everything else, but you can’t go to ASPCA’s website and figure out how much you’ve given them. How crazy is that that even the largest, the largest and most well funded nonprofits still cannot figure out how to give me a place to interact and with my membership information to work with other folks who might be interested in similar things that we’ve kind of worked that out. You have to fill out the form on the latest mailing to change your address. Exactly, yeah, it’s so archaic when you. Think about the age we’re in now, right? It’s so basic, but we’re not doing it. So we’ve sort of designed a platform that can enable you to do that and a lot more other things, but we’re really here to just talk about how to change our way of thinking because I think we really have to start doing that. This is not a fad. AI is not a fad. It’s a tech technological revolution, and we just need to get on board. So we’re here to try to, I guess, shepherd people through that process. OK, so when we talk about membership, you’re, you’re not just thinking of like a strict membership program where people have, it’s everything you, you, you’re sent a male piece and you pay $35 a year and you’re a member. You’re thinking of donors, volunteers, it’s everything. They call it connections, right? You can name it any other thing, but I think fundamentally I think membership speaks to the current structure and I think we need to think much broader than that. Should we start with. Evaluating, auditing our own member experience. Yeah, how do we, how do we take that on? So one thing you need to start out with is figuring out where your data is. So a lot of people have membership data that lives in a legacy system. Sometimes they call that the system of record, but then they have membership data in their email platform. Then they have membership data in Eventbrite or their eventing system or all these different platforms that data lives, right? That’s so weird because we don’t know any other way to think about it, but if you think like, if you think of something like Amazon or some of the for-profit companies, all that data lives in one spot, so they can use it for, in their case, targeting, in their case, you know, for-profit things, but nonprofits should be able to do the same thing. And so step one. Is get your data out of these uh companies’ technologies, get it out. Like they’re holding it hostage, they charge you for access to your own data, isn’t that mental? So, so change that first. Yeah, so first, yeah, get that data centralized and once it’s centralized, now you can start to think about how to organize around that data. centralize it, uh, data warehouses is the typical phrase for it, uh, usually a database that’s, um, vendor agnostic, uh, for small and mid-size organizations you’ll usually outsource that to an agency. So a lot of agencies, uh, who are here now like M&R and Authentic and other, other folks at N1. Um, do that data warehousing and work with, uh, with, uh, uh, techies to establish that larger entities will run their own, uh, so they’ll have their own database, uh, under their own control, not outsourced to Salesforce, not outsourced somewhere else, a data warehouse with all that information centralized. So depending on if you’re small or medium or large, depends on how you solve that problem, but the most important thing is to not treat your CRM. Which is outsource data as your primary residence of information that needs to be in your control. So that’s step one. If you’re a large organization. Do you have to build this, this data warehouse, or does the solution already exist? Usually you want to build it, um, because, uh, if you, if you’re a large enough organization, you’re gonna have a data team, right? And that data team is gonna be 5, 1020 people, and those smart data folks are gonna wanna be able to control and own that data in a world that they like, whether it be Azure or Amazon or what have you, they’ll wanna control that data itself, so. It is building a bit, but at the end of the day, because of AI building stuff is now super, super cheap. So it’s no longer about this massive cost to build. Now it’s like, how should you build it, uh, given infinite resources. OK, and if you’re on the smaller mid-size, uh, size, where, where would you house your data? Where, where was that? Sure, usually the agency that you pick. So if you’re using the agencies, yeah, so like someone like M&R. Houses a massive data warehouse for their clients so they’ll be able to work with the smaller mid-size organizations to centralize the data into that warehouse. So MNR has the staff, uh, the great techies to be able to understand how to work with that data and so the, the smaller mid-size nonprofit doesn’t need to do that, but the agency becomes in charge of it. You gotta outsource it somewhere and agencies are becoming a great home for that information now. What if, what if it’s all in different forms. Formats because it’s coming from different places, it’s different formats. How does that, how does it all get standardized? Yeah, but how does that happen, Leah? Like your husband is turning to you, so besides, it’s your turn. Data warehousing’s more his area, um, but we bring it in, we standardize it through, we fracture is a data warehousing platform that we also run and we standardize all of our data through that, but the methodologies Chris actually has more information on than I do specifically. Well, you nailed it on the head with the challenge. Challenges is that cleaning and standardizing it, right? Like transforming it into common schema and that’s where the work tends to be. It tends to be in cleaning it up, standardizing it, getting into that warehouse format. And uh like Leah said, there’s uh tools like fracture and everything else that connect to lots of platforms already. Right now, frankly, you can also build it yourself. Just go to cloud code and say, build me a connector to Salesforce and it’ll just do it. Data warehouse, whether you’re small, mid-size or large, coordinate with or or relate to your CRM, right? So you’ll pull in some of the data from your CRM, but like we talked about before, not all the data is in your CRM, right? So oftentimes you pull the data from the CRM, D dupe against your direct mail platform, D-dupe against your email platform, so the warehouse becomes this clean repository of all your important information. Your CRM team can still use the CRM if they want. There’s a reason why CRMs are starting to go away because uh they no longer do as much as they used to. But then once that data is in that warehouse, uh, that’s where you start to interact with the data directly. And this is where it becomes cool. So step two is now that you’ve got the data all cleaned up from step one. You can connect your website directly back into that database. So this is something that, you know, every for-profit company that we know of does. They have a big database of information and the website can just say, go find me the last donations or let me update this person’s address information, right? That all happens in the warehouse through the website. And for some reason we’ve completely lost track of that, right? Like that, that it seems so obvious, but we’ve kind of like started to fork all this stuff out to all these other platforms that we forgot how easy this is. And uh so that’s kind of where we see a lot of things heading. Yeah, and we see a lot of nonprofits that are using multiple tools and sometimes not efficiently. Someone’s wasting money on some of these tools and partially that is due to the fact that they just don’t, they can’t control all of it. It’s too much. So in that sense, data warehousing is like having You think of like an Amazon warehouse keeping all your boxes in the one place and you can pull from that at any time. And we know that that data’s clean and as you said, like, you know, standardized so we can pull it into any format that you need for any platform. For instance, like not to plug us too much, but Engine 9 is a we’re a marketplace play where you can plug in any of your systems into your data warehouse and there’s no migration, there’s no risk because we know the data’s already clean. So there’s a lot of, uh, there’s a lot of opportunity that comes with that too. Wow, OK, it’s very, very interesting stuff I’ve never heard, which is, which is valuable, you know, I, I just, I just always assumed the CRM is the core. It’s a it’s a fallacy. I think they would have you believe that they’re, they’re monetarily incentivized to make you believe that they’re the hub of your data and they’re not. They just are selling you shit. Your data is your, your, your, your, your repository of your data is the hub. Well, and they charge you to access it, which I think is the craziest. It’s your own data that they charged like sometimes there’s a charge for special reporting. Exactly, and it doesn’t have to be that way, we can be far more efficient and cost effective by being a bit smarter about how we use these tools. OK, alright, and then, alright, so now bring this back to the member experience, uh, and where, I don’t know where, where should we go next? I mean what, what, what, what can we do with this now that for a robust member experience. We talk a lot about membership because membership we think is one of the things that we have sacrificed. The most, um, uh, through this process, uh, and bringing back, uh, membership and being able to do that on your website again now becomes a very almost trivial thing. So if you’re using a tool like Replet, you can create a member portal which suddenly you just ask Replet to say create me a member portal, and people can go to your member portal and interact with other members, give money, donate, give recurring gifts, do all the things you would want to do with, with that just using commonly. Use tools right now. These tools like Replet used to have to have, you know, engineers, 10 engineers and a $20,000 website project to do this stuff, but Replet or other vibe coding tools uncorks all of that. So now you can start building membership sites, much better membership sites. Also event sites. How crazy is it that we have to go to another event site to, you know, you know, like, uh, uh, Eventbrite or something like that. To attend an event for an organization, why doesn’t the organization have it on their website? When it’s not at all custom either, it doesn’t, I’m a big branding person and it’s just, it’s not, there’s no continuity with your branding then having to go to another website. So why not do that in-house when we can. Like Replit’s one of a great example. I’m a creative, I’m a web designer, but I’m not a coder. But now I can do anything I want because I can create the vision using these tools through just asking the right questions. That’s not to say everybody can just go out and do these things. You have to have some breadth of knowledge. As far as development goes, as far as what to ask it to do, because you have to ask it, say, to put in security measures and you have to ask it to do those things. So I think there has to be some knowledge, but it’s really bridging the gap for people to be able to go from the creative vision into the, the actual deployment of something that’s useful and very, very custom, which means we can build that out for anything. So we’ve built custom event sites, we’ve built custom membership portals just from purely like in minutes, not months. It’s kind of insane. And this is all related to vibe coding which Chris you mentioned. Now we have jargon jail nonprofit radio. Everyone may not know what vibe coding is, so please define your term. So vibe coding is more of a way to, it’s, well, for I don’t know if I’m, I’m answering this correctly because Chris is the engineer here, but. Uh, but it’s really the, it puts a layer on top of a development tool. So Replet, for instance, is a full development tool that you would use to do pure coding. So this puts an agent on top of that, an AI agent that you can then ask to execute things narrative, exactly, exactly. And you can actually like for instance, I build out custom dashboards on the back end of our website purely for insights. I wanted about our party tonight, for instance, so you know, I know how many attendees are coming. I know how we have a happy hour this evening which you should come and join us at Firebird Tavern, 8:30. Where is it? Firebird Tavern, 8:30, sorry, 5:30 to 8:30 tonight. 5:30 to 8:30, but what’s the location again? Firebird Tavern. Firebird Tavern. Sorry, get him to say it in Firebird. work on my American accent. 5:30 to 8:30. OK, digression. Yeah, but, but even that just being able to see because we want to know who’s coming, we want to know if people are returning, so even just being able to create that in 30 seconds, I have those insights and those reports are customed. So it really just allows you to have full access to all of your information and all those things that you wonder, you can just. Ask it and it will give you that information. It’s not perfect. You really do have to, you know, check your work and make sure that, you know, it is turning out what you want it to do, um, and you know, you have to do certain things like to have it, but you can do a list that you just ask it to do, like, we can give a framework around that, uh, but it’s a great opportunity to really bring things from, you know, imagination to reality. OK, and for the members, the member. People are just customize it, yeah, whatever, whatever you want whatever like whatever you want about events, talking about members managing their own changing their own credit cards for their monthly recurring donors, taking action, contacting Congress, advocacy, right, like signing petitions, like going to local meetups with friends nearby, right? Everything that we associate with membership of an organization. Now you could just organizing rallies, all kinds of rallies, the whole thing, marches, everything, peer to peer fundraising, all of these are tools that previously were stand-alone tools you would pay for. You’d give them some data, then you’d sit in the database on their platforms for a while, but now completely, completely washes away and it’s wild to just think about all these things we’ve been talking about for the last 20 years about technology and it’s like 95% of it is gone and when. will be gone. So it’s kind of a fun time right now to look at this. I mean, one of our taglines is imagination, but now with help, because essentially that’s really where we’re at now. And if you want to build it. Remember when people used to say, you know, there’s an app for that, just build it. Like there’s all this opportunity out there and I think there’s a lot of fear around it, but I think we just have to build those guardrails to eliminate that fear and give access because we have so much access to this wonderful tech now and everyone has access to it. You don’t have to be an NG. But I think part of it is an education piece and that’s kind of what we’ve been doing the last few years is make people more comfortable, see that it’s not that scary. It’s actually, you should, you should be embracing this for your organization. Why wouldn’t you? Imagine going to a gala and knowing everyone on your table because you’ve actually got information about them without it being stuck in a database somewhere on a spreadsheet. Like you could really, really drill down to organizing a gala based on people’s interests on a table rather than their giving. For instance, like there’s, there’s things that we can do that make people feel special and make people feel they’re a part of something that we’re not doing right now. We’re treating people like they’re another number and we’re in a world where we need to feel connected. Yeah, OK, I see, so this is like data democratization, kind of, yeah. OK, let’s talk about, let’s talk about the future of Salesforce and um Razor’s Edge and you know, OK, we said SASS is dying or SASS has no future in SASS, but so. Uh, let, let, I, I just want to flesh that out more. Like, like, so many, so many of our listeners are on Salesforce or Black Blackboard or, um, virtuous. So let’s, let’s say you’re a mid to large size nonprofit. You have a 500. Make it small to mid make it small to mid-size for our listeners. So you have a 10 seat Salesforce instance, right? So you have 10 folks on your staff who are logging into Salesforce and, you know, looking up donor information, etc. right? Salesforce is getting paid for each of those seats. But what if rather than logging into Salesforce and, uh, you know, getting the information from the reporting in Salesforce, you just had. The AI do that, and the AI can use just one seat for there. So suddenly, you would ask an AI, hey, pull me these numbers from Salesforce. The AI would use one seat to go in, grab that data, pull it back to you, and deliver you the same reports. Even better, you can interact with it, you can do all the things you ever would, way better than in the Salesforce UI. Great, that’s amazing. The problem is for Salesforce is you no longer need 10 seats. You now need. One seat, which means that you are paying Salesforce 1/10 of what you were before. So this is their revenue on seat-based plans. So this is an existential crisis for anything with a seat-based plan and why you see their stock prices absolutely cratering right now. So anything with a seat-based plan, the hubspots, the sales forces, those folks, like their revenue is just gonna drop like a stone. Counter also in a very similar vein, valuations are also dropping like a stone. It used to be that Sas companies were valued at 10x their revenue. So, if you were a $10 million Sas company, you were valued around $100 million right? Because of AI, those valuations are now 1 to 2X. Suddenly these companies that were raising money at $100 200 dollars, $300 million dollar valuations are now worth 10 $20.30 million dollars. So this creates a huge crisis because they can’t raise any more money, which means they have to fire people. They have to make profit or fire people or go away. So whether you’re a for-profit company or a privately traded valued company, everything in the SAS world is just completely cratering for those reasons. OK, and it’s, it’s, it’s really, it’s around. Uh, not only the, the number of seats, but it’s also the, the access to the data. We don’t, we don’t need Salesforce to, to give us our, give us reports or give us our data back. You’re, you’re all saying put it in a warehouse that you own, you own the data, so now you don’t even have to pay for one seat of access. Correct. That’s right. Yeah, just cancel your contract, right? So and you want to build it, like you don’t, you’re not restricted by the, the platform anymore. You don’t need eventbrite as you mentioned. And you also don’t need to know, like, I don’t know if anyone. One’s tried to query things on Razor’s Edge, but you need like almost a degree to know how to do it. It’s ridiculous. And I’m a techie, and I’m like, it’s just, but, but it’s almost like they kind of trap you in like these 10-year contracts. I’m like, I feel really bad for anyone who signed a long contract in the last few years because I don’t know what’s gonna happen to, to those because yeah, it’s kind of an insane kind of lock-in that they get you into and it’s just not necessary anymore. So it’s gonna be very interesting to see what happens over the next few years to see how these organizations evolve or don’t. Uh, because they’re going to have to find a new play to stay in business, like, essentially, uh, and the more people get on board with this, which they are getting on board every day, um, the more impact it’s gonna have to those organizations. But the more that these our organizations like the nonprofits can do by not having that sort of jail sentence of dealing with a restrictive platform. Interesting. All right, so we’ve gone way beyond just. No, it’s all I pulled you. I pulled you in a different direction, but way beyond, yeah, it is related to the member, the member experience, yeah, it is, and this is, I think so in the session we gave there were some folks yesterday, uh, who were like, wait, wait, wait, but we wanna hear more about technology membership platforms and we’re trying to say like. You don’t need them. You don’t need them anymore. And so like, so the question is like, yeah, but how do I do membership? I was like, just do membership. Just do it. Just, just go build a site and if, if you want the feature, just literally ask AI for the feature, just ask it. It’s pretty good too. Replit builds really pretty things like and there’s some other, other ones. There’s lovable. There’s a few other vibes. There’s a few on there. So Leah, you mentioned relit L E R R E P L I T. OK, replit a couple of times. Mother love what you. Uh lovable I think is one of the other ones. Yeah, I don’t know the actual domain name of that guy, but there’s a few different tools out there that are really, really good at this, uh, so it’s not just like one tool, it’s a number of tools that use AI first to build stuff and I think that’s where people are, are caught in this mindset of like, no, no, no, we need to pay a tech company to solve this problem for us and breaking that mindset is. Extraordinarily difficult and so I think that’s one of the things that even in the session we’re trying to explain to people like you didn’t talk about membership. It’s like we talked all about membership like it’s think, think more broadly, you know, and I think traditionally nonprofits, some in certain sectors are the latest, like the last ones to adopt some of these things, but I’m, I’m hoping that that can change with some information and education that they don’t need to be the last ones. You can take that risk. You just have to convince your board, but you know. There’s, there’s enough out there now, I think that there’s a compelling case. And that that comes after you have centralized your own data after you own your data, your own data warehouse, whether you use a a vendor or you build your own, right, first you have to consolidate your data from all like Luminate and free your data free your data. For your data into your own and then you can access it. That’s right. Build, you can build what you need to access it for the for the purposes that you want. And then it becomes volunteering, petitions, anything you want tables at the gala. Yeah, you don’t have to run that you’re trying to organize like all of you no longer have to fill out the form to change your address. That’s right, that’s right. You just go in and log into one place and fix it yourself. So it just. Changes everything to be far more people centric where it’s not anymore. It’s very tech centric. It doesn’t have to be that anymore and as nonprofits we should be focused on people centric activities. This is damn, I mean this is data you’re you’re you’re you’re talking about data democratization and it’s our data, we own it, so we’re gonna put it where we want it and then we’ll access it in the ways that that are best for our members. And one of the reasons we like Repli is because they’re about code democratization democratization as well. So they’re one of the open source organizations that you can download your code directly. So they don’t own it either. They can host it or you can build it and extract your code from there. So it really is a builder’s dream at the moment, to be honest. We’re creative, all of us. We have an opportunity to build exactly what we want it to look like and how we want to interact with a specific audience that we’re trying to get on board or trying to continue a relationship with. Damn. My job Alright, is, uh, Engine 9, is that a public company? No, probably not. OK, alright, I was gonna say Engine 9, Engine 9. Alright, that’s why we can do what we want because we’re not public, right by the futures, uh, OK, that’s great. That’s a great place to stop. Thank you. Alright, Happy, happy 9th anniversary, 9th and 10th 9th anniversary of meeting in 2017. Thank you so much. That’s Leah Lundberg. Leah is vice president of marketing and operations at Engine Nine, and her husband Chris. Chris is the CEO and the founder of Engine 9. This is their 9th NTC anniversary. It’s a real pleasure. Uh, very eye opening. Uh, it’s really excellent. Thank you. Awesome. Thank you for having us. Thank you, Tony. Thank you. We really appreciate the time. Oh, absolutely, uh, my pleasure, and I learned, I learned, I learned a lot. Drinks. Oh yeah, oh no, wait, you’re a performer. What, what kind of performer you? I’m a burlesque performer. Are you really? Yeah, you don’t have, oh, you don’t look like a, uh, you don’t. What does a burlesque performer look like, Tony. Beefier, I think you’re, you’re petite, you’re like a size 2. Alright, you’re where, where, where you, where do you two live? DC we’re in, well, we’re, we’re in Northern Virginia, but we do all our business mainly out of DC. OK, yeah. And are you in burlesque in DC? Yes. Is there a club you want to shout out? Uh, Beer Bar and Tavern. We have a show at the 22nd and 29th of March. It’s a fairy tale, but musical burlesque. We sing and dance. Not you and Chris, just me, no, OK, Chris writes some of the songs for our trip actually, so I don’t know if this will air by the 22nd or 29th of March. We have other events at that same club? Yeah, you can follow us at the Sirens of Sin on Instagram. Wait, you have to say it slower at the Sirens of Sin at Instagram. The signs of. Sirens, the sirens of sin on Instagram. OK, that’s the, that’s the, that’s the burlesque. That’s the burlesque. I’m known as Lady Rocket is my Ernest, Ernest Lady Rocket. Lady Rocket’s my, my burlesque name. OK, Lady Rocket, yeah, so you can follow me on that. That’s Lady Rocket is the vice president of marketing. And uh Lady Rocket’s husband is uh is the CEO and founder of Engine 9 Mr. Rocket, I believe is Rocket. I won’t go like Mr. Pocket Rocket. No, no. All right. They’re the Lundbergs, L U N D B E R G S for Lundbergs for for the plural. And thank you for being with Tony Martignetti nonprofit radio coverage of the 2026 nonprofit technology conference. All right, Chris, Leo, thanks so much. Thank. Next week, 5 project management tools for non-project managers. And make confident tech decisions. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. We are sponsored by the Bridge Conference. Tony will be with more than 2400 nonprofit professionals at Bridge, July 29 to 31 in National Harbor, Maryland. Info and registration at bridgecf.org. 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.
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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. Oh, I’m glad you’re with us. I’d get slapped with a diagnosis of polyphagia if I had to stomach the idea that you missed this week’s show. Here’s our associate producer, Kate, to tell us what’s going on. Hey Tony, this week it’s your fall gala strategy. The CEO of Trellis.org wants you to recognize your gala as a substantial fundraising growth opportunity. He shares his advice on unlocking new revenue drivers, turning one-night attendees into long-term donors, modern upsells, using tech wisely, and much more. He is Justin Goodhue. On Tony’s take 2. Will I see you at the bridge conference? We’re sponsored by the bridge conference. Tony will be with more than 2400 nonprofit professionals at Bridge, July 29 to 231 in National Harbor, Maryland. Info and registration at bridge.org. Here is your fall gala strategy. It’s a pleasure to welcome to nonprofit Radio, the co-founder and CEO of Trellis.org, Justin Goodhue. Trellis.org is the leading integrated gala and auction software for Blackbaud’s Razor’s Edge. Justin discovered that events, especially galas, are one of the biggest untapped opportunities for donation growth. You’ll find Justin on LinkedIn. Welcome to nonprofit Radio, Justin. Hey, Tony, thanks for having me. I love it. Uh, my pleasure, uh, look at that. I don’t think a guest has ever, I’ve never had a guest imitate my, uh, my, uh, enthusiastic arm raises. I’m just trying to bring the vibes, you know. Thank you. Uh, I’m glad it’s infectious to you. All right, uh, outstanding, outstanding. Thank you for that. No problem. Um, let’s talk about, uh, the high level first. What, uh, nonprofits could be doing better. With gaylas, what you see as, uh, the, the untapped potential in gaylas, and then we’ll, we’ll, we’ll have plenty of time to drill down. Yeah, I mean, like if you go really high level here, nonprofits are the only ones that are really allowed to do this, where you can get all of your favorite people, all the people that love you the most, and then ask them for a lot of money. Regular companies, for-profit companies, they can’t do that, right? So just high level like for-profit companies would love to be able to do that, but they don’t have an excuse or a reason to. You do, at your nonprofit. So, I think we get caught up in that, you know. These Gas, Gas, Gas, they, they take so much time, right, on the team, and that’s all that is focused on. But when you take it just one half step back, it’s like, oh my gosh, we get to give everyone the Kool-Aid for one night of the year and get them to fall in love with what we do, because they do truly care, that’s why they’re here. And what could we be doing better at this? Yeah, well, I guess, well, first, the, uh, I guess the closest that, uh, a, a corporate. Analogy would be, uh, like the shareholders meeting, but that’s not really, those are not love fests for the, they’re, they’re, they may be insurrectionists in, in the shareholder meeting, but I guess that’s not the closest they come. But then that, I guess that’s not, that’s not very close. It’s not and all you care about is, is your return or your dividends, right? This is so much more than you and now, but, but when I’m donating to my favorite charity, I go to the event because I wanna see the impact I’ve created, and I wanna feel even more engaged and, and, and connected to that, right? And that’s just, it’s, it’s a big note in the strategy of your fundraising that I think that the nonprofits have the advantage in, they can actually do it. And so what could we be doing better. Uh, just tick off some, some ideas, you know, we’ll, we’ll go into detail. Yeah, we’ll go into lots. I’ll, I’ll, I’ll start going and you can let me know where you want to dive in, but I think a big thing with, with galas is realizing that it’s not just the day. Um, so realizing that there, there’s a lead up, there’s a follow through, and it’s part of that strategy, right? You’re not getting those major gifts. There are, there are some charities that just do major gifts, period, full stop. That’s a great strategy and, and I think they should just keep doing that. But for a lot of these charities that want to get major gifts, that have events going on, you find those major gift donors at the events. I think that’s a key one that people forget. It’s, hey, what are the 20% of people that are driving 80% of the revenue at your gala. And make sure that you find more of those, and you just hone in on those. So, you know, you wanna be pre-planning, inviting the right people, right? You want to be integrating with the right system so you can identify those people, you wanna be upselling those people when they’re there, not because you wanna make more money per se, but because you want to identify the people that have it and that don’t mind giving it, right? Why is it, why is it just airlines and fast food that can upsell? Why can’t nonprofits as well, right? So we need to be doing those things, uh, you know, and then focusing on what really works in those galas, which you can dive into, there’s a lot of distractions, I would say, Tony, in these galas. And we don’t need to be doing a lot of those. We need to keep these people focused on what the reason they’re there for, and, uh, and then of course, putting that cause first. I always leave that to the end because I want people to remember that and really that’s why people are there and leaving them with that, that feeling and showcasing that. OK, cool. Oh, that’s, that’s a, that’s a great timeline. Um, I’m, I’m very interested in this topic. Uh, I find myself working on, uh, a, a gala with a, with a client, which is not in my. Wheelhouse, uh, at all. In fact, I, I, I shun galas. I, I mean, I go, I’ll go when I’m invited, but I’m strictly a participant. Well, there, there’s a, there’s a client I’m, I’m interim co-chief Development officer of, and, uh, there’s a gala coming up. And, um, Uh, you know, we wanna, we, we wanna do well. And I, I’m, I’m not sure we’ve done as well as, I don’t think we’ve done as well as we could in the past. Uh, the client agrees. Uh, so we’ll see. I may, all right, I may be asking you some individual questions, but I’m not, you know, I’m not looking for a free consultation either. That’s not, that’s not the case. Oh no, like this is, I mean, this is so much better. You’re actually in it. So why do you mind me asking, why do, why does your, your client, um, think that they could do better? What’s the big reason? Uh, it just doesn’t, it, it doesn’t raise enough money for the, for the, the level of the charity, you know, the last year they raised, well, They, I think the profit was about 165,000 or so. That was the profit. Um. The, the, uh, the, the auction raise, I was not at, I was not at the event, but universally understood that the, uh, the paddle auction was poor. It was embarrassing, embarrassing. At least one person said embarrassing, but if other people didn’t say it was embarrassing, they felt embarrassed that, that the, the, the, the, the, the raises were just not coming. The, the, the bids, the bids on the, on the auction items were just not coming. So we’re, we’re revisiting that entire structure to make it more mission-centric and much less auction item-centric, um. All right. So there’s, there’s a couple of, there’s a few things. Let’s, let’s start with your, Uh, pre-plan. I mean, you laid out kind of a timeline, pre-planning, having the right systems, upselling. I don’t know if upselling is that night or, or afterwards. We’ll find out, we’re gonna find out together. Well, you already know, I’ll find out. Um, avoiding distractions, putting the cause first. OK. And then, uh, gala versus gala. I, I don’t know. I’m from the Northeast, uh, New York City area. To me, it’s gala, but you say, you say gala. You’re in British Columbia, way Pacific Northwest, uh, of, right? Yeah, yeah. So I’m in, uh, I’m in Canada, right? And I don’t know what it is in Canada. We say gala. I mean, we’re maybe less fancy. We’re not as clearly as Southern. I don’t know if one is more, to me, Galla, to me, Gallo sounds more fancy, uh, honestly. Uh, I don’t know. Gala, I don’t know. Galla sounds hard. It’s gala is the long A, the harsh gala, gala. I don’t know. Galla sounds more gallant, like gallant, like the word gallant, gallantry, you know, gallon, a gallon of love, gala. I don’t know, gala, gay, gala. I can’t think of anything else that starts with gala. Gay, gay la la, but gala has lots of other, um, you know, similarly sounding words to play off. I’ll take it. I’ve seen the fancy galas in New York and they are, they’re, they’re fancy. And I mean, I’ll take it, you know, if we can be fancy in Canada, I’ll do that. Oh, yeah, well, well, I mean, I’ve been to galas at the Plaza Hotel. Mm. So, And, and where else? Oh, Cipriani, that’s another huge, I mean, I’m talking New York City now. This is strictly New York-centric because that’s where I, that’s, even though I live in North Carolina, my roots are in the New York City area. Cipriani, they have two locations in New York City. That’s another very big one. What, big hotels? Oh, the Saint I think Saint Regis Hotel. We’re talking elegant, you know, gala, elegant ballrooms with, Elegant gala potential if you’re, if you’re, if you’re exploiting the potential of the, of the venue and, and if you think about the, you know, those galas where they have so many people they can invite, they’re really focused on getting those people in the seats, right? So when you talk about the first part that I was talking about with the pre-planning preplanning gala before the, before the night of the gala, yeah, yeah, it’s, I mean, they’ve been doing this for 2030 years, right, where they’re, OK, we, this group of people that we. Invited, wow, they donated about 80%. If you go look, so I, I challenge you to, to talk to your client and say, OK, let’s look at the, all of our donors, all of our attendees, and let’s go and see who uh donated most of the money, right? Cause it’s always the 20% of attendees at the galas that did the 80% of the donations, the ones that did make those bids. It’s the other 80% that maybe didn’t make those bids. So what these galas have been doing and These planners have been doing for 2030 years in New York and all these bigger ones that have been going on and on is they’re always looking back, OK, who gave the most? How did we find them? Did we invite them through a radio ad? Did we invite them by, you know, one of our fundraisers invited them, for example, right? So that’s, that’s what a lot of look at, look at, look at the high, look at the high performers from last year’s gala, gala, now you got me all confused, gala. Uh, how do we, how do we get them there? How, how do we get more people like those people, right? Yeah, yeah. So make sure you do ask that question to all those people. How did you hear about this gala, right, in the ticketing form, something so you can take a look. Oh, I, you know, actually I was just invited by Tony. He brought me to my table, right? OK, so then why, who Tony brought 10 people that spent like $1000 each, and then someone else, you know, brought people that only brought $100 each. So now we look at Tony with a different light next year and try and maybe he gets 2 tables, things like that. OK. OK. Um, what, what do you, what do you, all right, anything else pre, pre, uh, on the pre, pre-night of, pre, um, yeah, so you do wanna make it really easy and prep, right? So you wanna make sure you get the list. You wanna have that list, you want to have everyone that’s invited. So if you’re sponsoring tables, if you have a bunch of people that sponsor tables and they invite their employees or their clients to the gala, you want to make sure you have their first name, last name, and email of everyone coming cause you do want to have that filled out before to make that check-in experience seamless. They don’t feel like they’re in a huge line at the start. They get to walk in and you can, you can invite them and say like, what is your name? They’ll let you know and then you can just simply, you know, shoot them a text, whatever that looks like on the system you’re using so that they can give for the evening because you already have all their information ready to go. It just gets a lot more personal. OK, uh, up, up front, did you ask for their cell number too? Yes, yes, Cell number is great because then uh when we, we talk about the next step which is integration, you want to integrate your systems into how donors work. They know how to receive a text message, they know how to click that, and then they can start giving very easily. They don’t need to log in anywhere, there should be no logging in, there should be no downloading apps, anything confusing, just integrating with what they already use. So getting their cell phone number is huge and then for future asks, donations, communications, you have that number. OK, right. All right. So night of, of course, yes, night of, we can be, we can be texting them, uh, updates, uh, link, right, link to give. Now we’ve got, we’ve got this item up or we’ve got this campaign going. Here’s the link to give. So they’re hearing about it from, from the stage, but they’re also getting text messages. Here’s the link to, here’s the link to give. Yeah, yeah, yeah, yeah. And, and it’s, and, and it’s prompting and reminding as well before and after. Yeah. OK. Oh, that’s true. Oh, before, right, you can, looking forward to seeing you tomorrow night. Yeah, also for the silent auction, right? Like, hey, the silent auction’s open 2 weeks ahead of time, right? And they’re already kind of thinking about the gala. Oh, I can look, I can peruse, I can start bidding on all my items before I show up. So most of the time, um, auctions on Trellis, for example, they have, you know, 5 to 10 bids on each one before the actual night. Because you should be launching it 2 weeks before. And then you should, because if you’re just saying, hey, get ready for the gala, get ready for the gala, that’s not really exciting, but hey, look at this auction item that’s already getting bids before the gala, like make sure you put your bids in and start getting excited about that. So you’re already thinking about it, um, beforehand and getting excited. OK, and you’re doing that by SMS. Uh, yeah, oh yeah, texting is just so much easier. People are not put off. People are not put off. They know they’re coming to the gala, and they can opt out. I’m sure they could opt out if they wanted to. Oh yeah, they can opt out, they don’t have to put in their phone number as well, so if you don’t have it, then we’ll just be emailing them, but I mean, not many people read their emails these days and, and we just text them for the things that matter. So if you’ve bid on an item, right, think about that thing you love, and you have, you could get two tickets to it or a gift card or a golf, whatever that thing that you love. You bid on it, you want to know if you get a bid, right? Of course, there should be things like auto bid, right? So you bid $100 and you want, and you’ll say I’ll bid up to $400. Again, that’s, that’s a great way for charities to ring up how much their bids are because if you and I both say oh we’ll bid up to $400 then it just goes right ladders up very quickly. Um, but I wanna know if Tony’s beating me. I wanna know so I can go back and beat him again at the auction. It’s, uh, OK, a lot of fun that way. And does the, uh, does the software allow me to set my increment? So and on auto bid. So I bid, I bid $100. I’m willing to go up to $400. Your example, somebody else bid $150. Do I set the increment above $150 that I’m willing to go, or, or that’s automated? Like $50 above or $25 above, do I set that, the increment? That’s a great question. So we, for the auto bid, it’s a minimum increment. So the organizer sets a minimum bid increment. Um, so for this item, $400 probably the bid increment would be somewhere between $100.25 dollars. I would recommend $25 and then it would go up by $25 increments if it’s on auto bid because it just, it bids up to the minimum bid increment. OK there, yeah, well, you get, you get two people on auto bid. I mean the you get the $400 then you get to $400 in a couple of seconds. Yeah, so we push a lot of people to auto bid, um, which, yes, adds a little bit of friction, uh, but once they use it, cause a lot of them haven’t used it before, once they use it once, they love it, and we get a lot of reports of how much it’s easier because then they’re not glued to their cellphone, they’re not eyeing the auction table, they’re just enjoying it, right? And it’s, uh, they’re enjoying that event. And another fun piece is that overtime bidding, there are a lot of people unfortunately that forget that these auctions are for a good cause, and they try and go in at the end and just get it for the lowest price. So if you and I were both at 400, they wait till 1 minute before and they go 410. Or 425, whatever the next minimum is. If we, on our system, if we have a bid within the last two minutes, we just extend it by another 2 minutes, so everyone else has a chance to bid on top. So we’ve seen uh items go for 1015 minutes, 20 minutes longer sometimes because people keep bidding until it closes. Yeah, they, they don’t have the nonprofit spirit quite in uh, quite in their hearts. They’re trying to get the, they’re trying to get the item at the cheapest, at the cheapest price possible. Yeah, and that’s, I mean, if you wanna talk about like ethos and why I started this thing, and I mean like, you know, you look at this like social responsibility isn’t a trend, like what Justin is pointing to, uh, it looks, well, you’re he’s wearing the same t-shirt. Uh, so he’s pointing to the, but the, the t-shirt is also displayed behind him. So that’s what he’s pointing to, but he’s wearing this t-shirt that also, also wearing the t-shirt that says social responsibility isn’t a trend. Yeah. Just in case you missed it, right? So I wanted to have that covered, but really what it is, is. I, I find that sometimes in these events, the cause is forgotten. And it’s all about that donor and the experience and even I’ve been talking about it and we’re all, uh, we all get there sometimes, but at the end of the day, it’s for that cause, right? And I think that we try and put in these features and we try and talk to individuals and, and put out the message of, hey, at the end of the day, it’s about your cause, how do we put the cause forward and how do we get the most amount of money from these attendees into the nonprofit’s wallets. And that’s really what, at the end of the day, what matters. OK. Now we’re talking about features that I, I’m, I presume are part of Trellis, over, uh, auto bid, overtime bid. uh, if we don’t have the benefit of Trellis or we don’t have razor’s edge, you know, are these features that are in other auction software? Yeah, I think the, the auto bid feature is a common one we see, uh, for sure. The overtime not so much, uh, and we also do have this really, uh, sneaky one which is called donate your bid, which is we are the only ones that do that one. And again, I’m not trying to push. I, I do think if you do a silent auction, let’s, before we get to the donate your bid, let’s talk about what you can do. I wrote it down, donate your bid. Yeah, we’re gonna get to donate your bid. Yeah, yeah, but. For silent auctions, yeah, you don’t need trellis, and I think what you need is you need to get the right bums and seats. You need to have the right asks, so that’s not 100 items unless you have 1000 attendees, right? It’s, it’s, and, and you’re gonna get like, you know, your friend down the street is going to say, Here is my $10 gift card or my 10% off my business, and it’s like, but how do you say no to that, right? You can’t say no to that. Because then they’re gonna be upset and take it personally. So what you do is you say thank you so much, Tony, and then you package it up, bundle with some other stuff. So bundling is key. If the software does the bundling for you, that’s helpful, but you can also just, you know, have the items, and then, OK, 2 weeks before, all right, we’re done with items. I only want 20 items total, so we’re gonna bundle, right? And then you start getting the quality is there, so. That’s what I would say, and then again, yeah, less is more bundle for those auction items and uh and really, you know, ask your, ask your, your, your group, especially business owners and they’re, they’re very willing to give products, to give gift cards because it is cheaper for them than cash as well, right? And they get that sponsorship opportunity. So again, making sure that they, the sponsor of the event or the items are forward. On those options. That would be the key. OK, OK. Yeah. All right, so having the right systems, uh, maybe we could just tick off some additional features that we should be looking for. Again, you know, we’re not using Trellis or Razor’s Edge or, yeah, Razor’s Edge. Um, what, what, what else besides, you mean, you just named two or three. What else should we be looking for in our, in our, in our gala, Galla software? Yeah, so let’s go down to um a, a great thing is upselling, right? So you wanna have little upsells so you can identify those people that have the money, so then you can follow up later. So whether that’s an upsell at, uh when they buy their ticket, hey, do you wanna add a donation during the night, um, hey, thank you for making that bid, Tony. If you don’t win, do you want to just donate the $400? So that $400 we were talking about that you didn’t win because someone came in at the end and beat you. Do you want to just donate $400 or a portion of that instead? The people that donate their bid are very likely to then give you bigger gifts at the end of the year. The people that add in upsells and they’re like, yeah, take my money, I love the cause, um, they’re the ones that then you can go and take out for dinner, take out for a coffee, ask them why they love the cause so much if you haven’t seen. They’re the ones with the money and they can give those upsells, or sorry, give those, uh, those big donations at the end of the year because of those upsells. Because they upsold, yeah, because they were willing to give another $100 donation after they just bought a $1250 ticket. Yeah, yeah, and that’s, those are the people that have that, and, and that’s why businesses do it. They do it, yes, they make a little bit more money, but they’re doing it cause then they have the data on you, and then they can send you other things that are at a different price point. So we have a lot of uh nonprofits, what we see is, if they’re buying raffle tickets and small things, um, small items, they buy some drink tickets, they maybe bid on a couple of things, they’re not like, they’re not high, um, you know, high activity donors that are giving a lot of these events, they’re sending them smaller opportunities throughout the year. The ones that, that give a lot during these events, they’re being very careful at what they send them, and making sure it’s very curated and, and larger asks. Or what they care about, they know more about them. So it’s really neat to see how they’re segmenting the data, because when you’re talking about systems, the event software that you use, you really want it to integrate with the CRM that you use. Yeah, that would be the, that certainly would be the ideal, right, right, right, and you want it to integrate, not to get super boring and geeky on you here, but it’s, if, if you run a big event that’s hard on your team, and then you have to ask your team, hey, all of this great stuff we did isn’t in our serum that we use every day, and we got to push that over somehow and figure it out, then. Most of your leverage is gone, most of the, the spark is gone by the time it gets into the system, it’s 2 to 3 weeks later, your team’s forgotten, the people that attended forgotten, and you haven’t done that follow-up, cause the only thing that’s almost as important as pre-planning the event is also following up after, so. OK, right. You’re, because you’re envisioning, it’s, it’s gonna probably be a manual process getting the data into the CRM and then by the time the gift officers get in touch with the people who, you know, to say thank you for your generosity at the gala, you know, it could be two weeks later. It’s kind of, you, you lost a lot of the spark. Yeah. Yeah, you’ve lost almost all the spark and it should have been, it, it should have been instantaneous. It should be the Monday back from the Saturday night gala, right? And that you should have that information in the system, it should be automated and it should be integrated in there, at least, or at least that the, the, the high bidders, right? The, the high purchasers, um, the ones that bought the tables, like at least segment that as a minimum would be my recommendation if you’re not doing any segmentation right now. OK, OK. Now, if you, uh, uh, let, let’s keep in mind, you’ve mentioned, uh, as an example, uh, just off the top of it, you know, just in passing, you said a Saturday night gala. I wanna come back to that Saturday night and see if that’s a reality or, or what, but if you don’t, all right, so if you don’t have an automated system. What you could be doing now, you know, I mean, you can have folks taking notes. All right, we’re going, we’re going old school now. I’m talking, you know, you’re taking notes with a, with a little, little pad and a pen, or you’re taking notes on your phone. All right, that, that, we know that, we know who the people are because we assigned them all the tables. So, Mr., Mr. and Mrs. Goodhue, you know, they, they just, uh, they just, Well, well, yeah, they just got the top bid on the $5000 you know, on the $5000 week in, uh, in the Caribbean. So, we, all right, we want to get to the good hugs. We, we gotta, we gotta get to them. Uh, we gotta get to the other folks because they did $7500. I mean, it’s not optimal. I agree. I’m not, I’m not saying, I’m not saying don’t look into Trellis.org because there’s another way of doing it. But if you don’t have a, if you don’t have the, The wherewithal for the software or you, you, because you’re an integration with Razor’s Edge, you know, if you’re, if Razor’s Edge isn’t your CRM, you do have alternatives, either automated or the 64 year old guy suggesting the old school approach, just taking notes on who, who raised their paddle for the, for the high dollar items. Mhm mhm yeah and I think if you have a conversation honestly with your whole team and you say you have like a gold star system and anyone that sees things or you pull that data right away after and that’s the one thing you do, if there is one follow-up piece, it is taking that 20% and trying to identify who they are and if it’s not automated, that’s OK, right? I, I truly think that’s OK. It’s you because you’ve done the 20% and you found that that’s given you the 80% of the value, so you’ve really covered it. The software makes it easy. And there’s so many other softwares that integrate with other CRMs, so I think I would definitely do some research, um, on what that looks like. But yeah, no, I agree. If you, if you can just identify this handful, um, one trick though that I think a lot of people forget too is a lot of, a lot of, um, individuals, they, they show purchase intent by saying I’m gonna bid, I’m gonna bid, I’m gonna bid, and then they lose. So they bid up to $5000 and they left by spending a drink ticket, you know, yeah, you’re like, oh, they said they’d pay $5000 and they spent $10,000. Dollars, right? And so like that’s a like a little tricky one, and then it’s really trying to, the second piece is you all know those people that talk a big game and then you go look at the data and the ones that don’t have to talk a big game and they do give a lot, right? And so just because they might seem like they’re giving a lot, make sure you do check with the numbers there and identify those table purchasers. So yeah, that’s what I would do whether you have software or not. Very good advice, uh, on, on both, on both counts, and I’m just, I’m, I, like, I’m underlining, um, don’t be distracted by the, the loud talkers. Go, go, go with the action, the actual bids. And, and to your point, they didn’t necessarily win anything. They might, they might have bid a bunch of times, they didn’t win anything, but they’re still, they still were very willing. They just got outbid each time. So, absolutely very good advice. It’s time for a break. We’re sponsored by the Bridge Conference produced by AFP DC and DMAW July 29, 231 at the Gaylord National Resort and Convention Center in National Harbor, Maryland. More than 2400 professionals will gather at bridge. Tony will be with them. The question is, will you? Thought leaders from nonprofits, associations, foundations, hospitals, higher ed, faith-based, and mission-driven causes across the country come to Bridge to discover new ideas, solve real challenges, and connect with smart people shaping the future of our industry. From 125+ educational sessions and hands-on pre-conference workshops to bridge tech, the faith and fundraising forum. And inspiring keynote speakers, Bridge offers something for every mission and every role. The conversations happening at Bridge will shape strategies, careers, and organizations long after the conference ends. Don’t hear about it afterward. Be in the room. Register at bridge.org. It’s time for Tony’s take 2. Thank you, Kate. Indeed, the Bridge conference, our sponsor, which I’m grateful for. Thank you very much, Bridge, for being with us. I’m gonna be there. The, the conference is the 29th to the 31st of July. I’m gonna be there on Friday. The 31st, um, you can see me on the exhibitor stage. I’ll be there from 11:10 to 11:40. Don’t, don’t come at 11:15. You’ll miss, you’ll miss the 1st 5 minutes. They’re very precise, 11:10 to 11:40. And I’m talking about, maybe I, this is, this is really the headline. I kind of buried it. The Martignetti three-step, one-week planned giving launch. It’s an excerpt from my book. That’s, uh, that is something that I feature in the book. It’s important that you know that you can start planned giving within 1 week of what I set you up with. 3 steps, 1 week. Launch planned giving. That’s what I’m talking about, uh, on, uh, Friday, July 31st, on the exhibitor stage at the bridge conference. This really is, uh, it, it’s a preeminent conference. Um, uh, like 20, they’re saying 2400 people or more. Um, it, it’s, I think this is the 4th annual or something. It’s, it’s gotten to be very, very big. Uh, they have big name sponsors. Uh, I was just told that Amazon came on as a sponsor or, or some kind of partner. So, you know, that’s obviously, uh, a, a, a great, a great coup for them, a great get to, to have that, that kind of name and, uh, notoriety with, with your conference. So, this thing is only growing. So, think about the bridge conference. You don’t need me to repeat where the, where the info and the registration are because, uh, we’re telling you 334 times already today, uh, but I’ll say it. Bridge CNF.org. So you didn’t need me to say it, but I said it anyway, because they’re a sponsor. We gotta be good to them. That is Tony’s take 2. Kate. So your audience is getting a little sneak peek into your book. They will. That’s correct, because the book doesn’t come out until September. But you can see me at, at the bridge, obviously, uh, July 31st. We’ve got Bu but loads more time. Here’s the rest of your fall gala strategy. I wanna go back to what you said in passing. Saturday night gala. You see a lot of weekend, you see weekend galas, Fridays and Saturdays? We do, um, because we serve, there’s a lot of them, but we do see a lot of Thursday nights as well. You know, so it doesn’t encroach on the weekend, but it’s almost the weekend, um, for sure. So Thursday is a big night for us, um, Friday, Saturday, no holidays like, so any of the holidays, like, you know, your July 4th, your, you know, Thanksgiving, Christmas, of nothing, it’s dead, um, and then we see big spikes in the spring. Um, so we just went through one, the tail end of that, usually Easter caps it, right? So that, that ends the spring push and then there is a huge fall push. Um, so we do see everyone tries to get that first weekend in September, but they don’t want to do it too, they want to give people enough time to buy their tickets too, so that like 3rd and 4th weekend in September are quite busy. Um, and yeah we do see a lot on Friday and Saturday night, equal parts though to a Thursday and a Wednesday. So, um, interesting, you do see Fridays and Saturdays, OK, yeah, yeah, yeah, I think as we like maybe not in bigger cities, but in smaller cities it is the thing to do, right? Like it’s not as there’s not as many things to do, right, like. You don’t have a massive, like you’re talking about, you know, downtown New York here and uh yeah, there’s lots of opportunities to do many different things, right? But you know I’m from a town of 150,000 people and like that the big hospital gala is a big thing, right? And that is on a Friday or Saturday because um that’s what you want to be doing. And uh you said Easter kind of caps the spring season. You don’t see a lot of May and June galas. We see May, uh, June, not so much. Interesting. OK. OK. So maybe June is an opportunity. I, I don’t, I don’t feel like June is so late in the, in the spring. I mean, it’s. Like early to mid-June. All right, yes, it’s after, it, look, it’s after Memorial Day in the state. You know, we’re talking about the states, right? We’re talking about the states. It’s after Memorial Day. So it’s, it’s the official summer. That’s true. I’m just wondering, you know, schools are not out, like elementary and high schools are not out yet. So you haven’t gone away for your summer vacation probably because elementary and high schools tend to end like mid to late June. So you haven’t gone away for your holiday week yet, I don’t think. I’m gene obviously, I’m generalizing, you know, but I’m wondering if early June is maybe not so bad. I would agree. No, there’s not much cause a lot of it, but what you see is, uh, if anything, it’s golf tournaments. They sneak the golf tournaments in on those, uh, to switch it up a lot of times. So it’s, it’s, do people want to be inside when it’s nicer. I do have a little Canadian element here, of course, right? June for us is a little bit warmer, so if you’re, you know, on the beach all the time like yourself, then maybe, uh, yeah, there’s an opportunity there for sure around the, the school, the school counc. Right, OK, yeah, OK, yeah, just spitballing a little bit. OK. No, well, and you’re trying to pull out some opportunities which, which I, I love, and I think the opportunity though maybe isn’t in the timing of your gala. Again, pick the best time for you and your, your nonprofit to execute the best event, but maybe do it instead of picking a different day, it’s maybe actually focus on what you’re doing a little bit differently. So I just, um, I just chatted with uh Keely who, she works at the Huntsman Mental Health. A nonprofit, and what she did is she had mission stops throughout her event. Instead of trying to get everyone to sit down the whole night, um, they just had a mission stops with food, and each mission stop talked about what they were doing. What they were doing at their charity, so they had, you know, I don’t know how many, I’m gonna make it up, 5 core tenants let’s say, of what they could give to and what they were doing, and you walked through and it was an experience, instead of just going to your table and getting talked at, right, so they could see and there was like a doctor at one of them and you know, some piece of equipment that they raised for last year at another one, and you could actually see it and understand what the impact was you were doing. And they, um, that evening they had a $1 million unexpected gift because of it, and it was just like, you know, who knows if they were gonna do the $1 million anyways, but they had, you know, one of the biggest paddle raises ever because of it, because people just felt so connected, so, I would, I wouldn’t think so much about challenging the timing of the event, but more challenging, how are you communicating your mission differently, um, I went to an PCA one, they literally brought in puppies, right? Like it’s a, it’s a pet charity and they brought in the puppies and you could hang out with them the whole time and that was awesome, right? Really broke up the, the evening. So what is it that you can do that’s unique, uh, and really lean into that cause that’s why they’re there. So just for, for opportunities for people and they’re thinking about their next gala. Brilliant. Yeah, those are great. Uh, and yes, uh. Yeah, think through. I mean, what do you do and how do you want, how do you want people to feel about it? I mean, how can you help them experience like the mission, you call them a walkthrough. That’s, that’s the ideal. Like, you know, here, here’s the, like you said, here’s the five core things we do. Come, come hear the experts explain it. And I guess at each station you said there was food too. At each, at each spot there was different, different food. So that’s how, that’s the eating. All right. Animals, of course, you know, heartstring, outstanding. Yeah, yeah, and, and get that, and then get that ask immediately, right? So, you know, um, the one thing I wrote down here that I wanted to get to for your event is, you know, uh, when, when are you doing the ask, right? So a lot of people unfortunately do that big paddle raise ask like, hey, OK, who wants to donate $10,000 5000 dollars, $2000 they do that too late. Um, it’s really great to get that part at the start, right? You, you, you showcase your mission, you do mission stops, you have a great video, you have the puppies come out, whatever that is, right? Um, and then you do that, you do that ask, and I really want everyone to consider doing a paddle race or a, um, a fun to need, fun to cause, whatever they call it. Um, that’s specific and clear and is done. A lot of charities or nonprofits, they don’t do that part. They do the auction, they do the tickets, and that’s it. They don’t actually have people just saying, hey, I’ll just donate $1000 cause I care, and we’re gonna raise our hands and we’re gonna get excited because it’s intimidating because it could land flat like you said with the bids, right? Um, they didn’t get enough bids on the big items, so how are we gonna get people to just donate that much money? So why would I push this when it’s really scary? It’s because um you also mentioned something else which was a problem of your event, which is gross versus net. You said you only netted like 130,000, I think, Tony. 160, 160, apologies, 165. So with that, I mean, your auction items, sometimes they have costs. Your tickets have food costs, but when someone puts up a paddle and says they’re going to give you 1000 bucks, that’s just straight profit. There’s no other cost to that, right? So, that’s why those paddle raises are so important, because the margins on them, not to sound too businesslike, but the margins of them are great. This is a business, yeah, yeah, it’s a business, right? We’re, we’re just right there, we’re running nonprofit businesses. There’s no question. Yeah, yeah, yeah, yeah. So as a business, OK, where am I gonna put my time? Am I gonna put my time into that auction where I have to go and track down all these items, or do I want to put in my time and say, well, should I make the first ask $10,000 or $5000? There’s no item attached to it. Right, there’s no worrying about the sponsorship, there’s no anything. It’s just, in the margins, the ease, it makes sense, but people are, are very nervous to do it if they haven’t because it is, it is a big ask for people. So some, some tips I have on that is make sure that mission is forward through mission stops, through um bringing out the people you can, but on top of that, Tony, what I would recommend is, is planting gifts. So what I mean by that is, you know, Tony, I, I come to your, your client’s charity 3 months before and I say, hey, I love what you’re doing, I, I, I wanna give you a significant gift, right? Maybe it’s 20,000, maybe it’s 500, maybe it’s 1000, it really depends. And then you say, Justin, hold up for a second, can we actually announce this at the event? Because it would really help us create some buzz to then get a lot more donations and we’re gonna turn your, you know, $10,000 into 20,000 30,000 $4000 and usually they say yes, right? So then what you have is 5 to 10 people planted that are already going to give the gift, so that if you’re trying to raise $100,000 in that funding need or that paddle race, you have $50,000 in the room already. A good rule of thumb is having at least 50% of your funding need goal already raised. And then there’s software that can do this or you can just do it on your own, just the auctioneer knows that they’re going to announce these 5 names throughout the evening to keep the excitement going and the momentum. And then other people will be, will feel almost, I don’t know if obligated is the right word, but they’ll feel very excited to give more because they’re seeing it hit the goal and break the goal and go past that goal. Because, and, and then the organizers are very confident as well because they know they have 50, 60% of the goal covered before they start. That, that’s a, that’s a variation. That’s a, that’s a more sophisticated way of doing something that, uh, that we’ve, we’ve already talked about and that I’ve advocated, which is just to have people planted in the audience, willing to do $5000 10,000 dollars, but you’re taking it to a, to the next level, folks that were gonna make a major gift anyway. Within a couple of months of the gala. Could we, could we hold that, could we hold off your gift to announce it at the gala, because that’s gonna leverage more giving. It’ll be more, it’ll, it’ll be an excitement moment versus your, you know, you’re just, you’re, you’re very generous gift now, which we will, of course, acknowledge, but it’s, it’s not gonna be announced in front of an audience of 300 people or, you know, whatever our gala attendance is. So, Yeah, you’re, you’re taking it, you’re taking that to the next level, um. Right. And then, and then your, your auction leader parses those out through the night. Here’s, I mean, through the, through the, through the auction night, not the, not the entire night, through the auction period, whatever, 2030 minutes of auctioning. Here’s another, we got another $10,000 gift. This is from Justin, who, you know, and, and so when there’s a lull, perhaps we inject one of these pre-planned gifts. Yeah. Yeah, and they’re just so that it, it, the, the impact is huge, um, and having them, you know, having their names show up on a screen or something really adds that, that factor to it right after, um, yeah, so again there’s, there’s softwares that can do that. You can also just get an AV company at whoever to do that or just have a PowerPoint. I’ve seen people like it’s pretty simple, uh, especially if you know the pre-plan, you can just have that all pre-prepped. Absolutely, yes, yes, yeah, and I appreciate, I appreciate you’re working with the, the non-trellis alternatives too. Thank you. Oh yeah, yeah, I, I, it, we’re not a fit for everyone. You, you mentioned it, right? Like, and so there’s, there’s like check out Gift Smart, check out one Cause, they integrate with other systems. They’re, they’re competitors of ours. They do things differently. You wanna have the right fit, right? We really don’t want to get in the way of anyone’s fundraising. So, uh, thank you. All right, Gift Smart and one cause. Yeah, alternatives. OK, alternatives there. Yeah. All right. And the last thing on your, oh, no, go ahead, sorry. Yeah, let me, let me put something out. Um, we’ll see, we’ll see how you react to it because this is what I’ve advocated for this client’s gala and this is what actually what we’re gonna be doing. But we’re, uh, we’re, we’re not having, well, we’re having only 2 live auction items. Two of our best either bundles or our best live auction items that we’re, you know, we’re currently soliciting right now for this June Gala. Uh, we’re gonna have a silent auction as, as usual, but only gonna be two live auction items because the main event of the auction, the main event of the night is. Give to the cause with a goal that represents the June expenditure on medical expenses. This is an animal welfare agency. Uh, and they spend about $7 million a year on charitable care for animals that nobody pays for. We, we pay for. So if you take $7 million and you divide it by 12, you get $583,000 a month. So we are putting in front of the audience a $583,000 goal. To raise the June money. Now, before that, we’re gonna have a campaign that starts about 2 to 3 weeks before that. Where that, that’s gonna be, that’s gonna be web-based email, uh, probably not direct mail, but web and that’s gonna be web and email-based all to, all, all toward the same goal because we don’t want what, what you suggested, you know, we don’t want the thermometer at zero the, the night of. We want the thermometer at like 150 or maybe, you know, it’d be nice to have 50, you suggested 50%, that would be very good, but we want to be somewhere above 0. And so we’re putting in front of the audience an audacious goal of whatever the difference is between what we’ve raised that night, I mean, what we’ve raised so far, and 583,000. But you’re giving directly to the mission. There’s not an intermediary live auction gift except for the two that I mentioned. You’re giving to the right to the work. What do you think of that idea? I think it’s fantastic. And what I was gonna say when you started was, uh, be careful with live auction. You don’t really wanna do, do too many, um, because live auctions can give bidding fatigue, paddle fatigue. There’s only so many people in the room that are actually bidding, right? And a great fun in me, everybody else feels kind of bored. Yeah, and a great fun and eater paddle raise, everyone should be raising their paddle, even if it’s for a smaller amount. Everyone should be involved, right? So that’s what I would say it’s like those two packages, if they’re great, that’s fantastic. I think go for it, right? Right, um, I would do it. I would make sure it’s separate and less of a focus than this big, this big 583 number, and that’s the focus, right? If they scroll like I’m thinking of a, if I’m looking at an event on an event page. Like there should be the ticket button because I want to go and I want to buy tickets, and then it should be all about this 583K we’re trying to do, like that’s the main thing, right? And it’s, and it’s about what the, what the impact these expenses have because giving money for expenses isn’t too sexy, but the, what the expenses do and the impact it creates is probably pretty exciting to, to the benefactors that I really care about. Yeah, it’s the charitable care for the charitable care for the animals. Oh, so that, yeah, so this goes back to your point about upselling. At the, at the ticket sale, uh, on the ticket sale page, there should be donate to the, donate to the campaign for the night and, you know, an explanation of what it is we’re raising money for. Yeah, yeah, and you, and you can kind of tailor your like if you have, you know, you’re gonna have like 100 people just for easy math, OK, so then we need at least each person to donate 5830, right? So like let’s make apps that are around that or multiples or less of that, whatever, just so it’s, and, and they can, you can say, hey, we’re, you’re getting us this much closer when they’re, when they’re giving, um, and for sure, when I said to you like the 50. percent of your thermometer is filled, um, it’s filled in the background. You do start it at zero or in your case you’re gonna get 1500, let’s say, at the start, and you’re gonna build that excitement over the two weeks beforehand, which I love that idea. Any more, any longer than that is too long. Two weeks we find is, is really, is a really great way to keep the momentum and exciting. And again, the more you can plan those, the better. So if you, the day. You launch it, you know, get some kind of a bigger gift announced to kick it off, so it’s not anywhere close to zero, and then maybe have like one week in you have another bigger gift, and then like, you know, 3 days before, 2 days before, 1 day before, it’s like boom, boom, boom, and it just keeps going, and then during the night you, you know, you have another 150 that you can release, right? And then, so then you’re really only trying to get, you know, 250 to 300 during the evening. Um, which I think is, uh, is a great audacious goal, and it’s exciting and it’s the right focus, and it has the best margins, and that’s how you move the needle. So yeah, I love it. OK, I’ll let you know. Yes, I wanna follow up. When is it? You said June, June, early June, right, right. And then if we need to, hopefully we don’t, but if we need to, we’ll extend the. Campaign beyond the, the night of the gala. Yeah, and I think like if you are nervous at all, I mean, I’ve seen some people double their goals and it gets really exciting, right? So like you could say half of 583 as a consideration, knowing that you already have 2 whatever the math is, 270-ish, um, already committed, so you’re gonna blow through that goal and then, and then you already know you’re planning on doubling the goal. Right? So just some, just some considerations for you, um, versus extending it and then people leaving like we didn’t hit the goal and not feeling good. I don’t follow you. So, like, you’re, you said we could extend it if we don’t hit the goal, right? You, you really wanna hit that goal, sure, right? Like you really wanna hit the goal. So, so I think hitting the goal is more important than, than how big the number is because you don’t want people leaving feeling like they didn’t succeed. They want, you want it feeling excited, right? Uh, so what we’ve seen people do is say, OK, we wanna like our goal, which you should set is audacious, is 583. Um, but we’re publicly actually half of 583, let’s say. And internally you know you’re gonna crush it and you’ve already pre-planned for it. Your auctioneer is prepped, right? And then you have a slide that’s like, oh wow, like we didn’t think this is gonna happen, but like let’s just, let’s see if we can double it, and then right when you say doubled it, you have two people that are planted gifts that hit that. And now everyone’s really excited, right? Like, I know, I’m thinking like movie production here, which is easier said than done as my armchair quarterbacking, but um I do see again the most, the events that are most successful, they always don’t just hit their goal, they exceed it by um anywhere from 20 to 50%, I see, um, the ones that do really well, and then this is just from me observing how these nonprofits use our system. OK, thank you. I, I got you. All right. Like I said, I’ll let you know. Um, avoiding distractions. Maybe we already talked some about this, but let’s put a fine point on it. You, what’s your advice around avoiding distractions? Yeah, uh, great. So it’s raffle tickets, drink tickets, all this other stuff, these small little purchases, these little tiny cuts that take me away from talking to my friends and having to do this $10 raffle and then have to do the draw when you’re trying to raise $58,300 like that’s what matters, you know. So let’s get two live auction items, let’s get $200. 5 curated silent auction items and then let’s do everything about this fun of me that you’re doing right and not any more distractions around that like you can if you need to they can their drink tickets are included if you have to have the alcohol being bought for and but yeah, you know what I mean just like less because we, we have, we see charities that have like 17 different things people could buy and the paradox of choice. It’s real, too much choice and you’re just like, uh, and then you leave and the night’s over. So, um, really, uh, they love being like, OK, I wanna be a superstar donor, a champion donor, or this based on my budget, and I just walk into those shoes, and it’s really easy, you know, so for, I’m gonna donate um 5830 because that is uh 1, 1% of what we need. OK. Excellent. Yeah, I, I’ve been to those events where the, the people coming, people are coming around with a roll of tickets, you know, for the raffle and things like that. And, right. It is, it’s, it’s small dollar. Um, a lot of work and let’s just, yeah, and let’s start, yeah, you gotta have a lot of labor going around. You gotta, now you got paper tickets to deal with and, and you have to have the, well, I mean, you can get the raffle drawing bin or something, but it’s, yeah, it’s, it’s kind of small. It’s called, I don’t know, it seems like kind of small-minded thinking. Yes. All right, $10 drink tickets. You know, what are we doing for $10? What are, what are you, yeah, really? And if, if you’re the event planner, you’re like, OK, I could ask my team to go and try and get some really good gifts to hit this big goal, or I could ask my team to run this raffle that’s gonna make $3000 you know, and it’s just, and they’re, and they’re gonna get frustrated by it, you know. So, uh, and then, and then instead of at the evening saying, Hey Tony, do you want a ticket? Do you want a ticket? It’s like, Tony, how’s it going? How’s life? How’s your family? Yeah, so, and, and by the way, did you bid on the, did you bid on the cause, on the, on the, on the, on the funding need? Yeah, yeah, are you doing, are you doing 5000 or 10,000? What do you think? Yeah, yeah. All right, you saved the best for last. This is essential in all our work. It transcends galas and transcends events. It even transcends fundraising. It, it, it putting the cause first. Remind us, remind us how important this is. Yeah, Tony, I mean, you know, starting this, starting any, any organization, it’s a labor of love, right? And so for me starting Trellis just to get a little personal, um, I struggled a little bit with some of the, the galas we were powering. They were very focused only on the donor. Um, on the who’s who in the room, on things that weren’t actually the cause, and I was like, I talked to my team about it and they felt the same thing, so. It’s how do we make sure through our software that we can put the cause forward, and it’s storytelling, right? So that, that funding need we talked about, it’s like the screens that you can use in Trellis to showcase who you’re giving to, right? Every time you make a purchase, we’re gonna hit you with a, hey, you wanna just give more of high margin opportunities like just straight donations or donating your bid. And, and we’re going, oh you wanna come in at the end of the auction item and just take the auction item, oh we’ll, we’ll just extend it, so that everyone else can, can raise more. So that’s how we kind of make sure that the cause is first, in, in the, the way we can as a software company. But I, I just want to challenge people that like the, the true donors, the ones that are gonna stick with you forever, the ones that really love your cause and the beneficiaries, they love it because of the people you’re helping, the the benefit factors of the gala. So, putting that first will help you get more of the people you need and less of the people you don’t. Cause the people that oh we had to listen to this thing about the benefits and da da da da, great, they don’t need to come next year. Cause the people that love it and are, that are gonna give consistently year over year, they love that. So how can you be creative like Keeley with the mission stops. Um, how can you really, um, you know, use your cause, whatever that is uniquely at this gala, and maybe it’s not a rubber chicken dinner because your, your impact happens in this other venue that you could actually get people to all go to and do it there, right? You know, like, um, there’s a, we have a college in town, the Culinary Arts, and they wanted to To raise some money for, to teach um underprivileged youth around uh cooking and so they cooked meals for everyone to show the, the end result, right? Like it’s just, it’s, it was beautiful, right? So like, I just, if you can be authentic and put your cause first, you’re gonna get the right people to come and that’s really why everyone’s there. So the more you can do that, the more people are gonna have a great time. Justin Goodhue. Co-founder, CEO of Trellis.org. You should connect with Justin on LinkedIn. You’ll find Trellis.org, uh, uh, at the aptly named URL Trellis.org. All right, Justin, thank you very much for sharing, uh, your wisdom, your, your generosity of thinking too. Thank you very much. Appreciate it. Thanks, Tony. You didn’t hear my child yelling half the time, did you? Not at all, but we’re good. That’s right. We’re, uh, we’ve had dogs barking, uh, pets appear. This is a, this is an audio podcast, by the way. That’s why I was explaining to people what’s behind you. Uh, because only, only a little reels, uh, a couple of reels are gonna be made from the, from the video. But, uh, so we’ve had cats walk on, you know, it’s, it makes no difference. We’re, we’re not, we’re not only family-friendly, we’re family embracing, embracing. So if I had heard, if I had heard your child, I would have invited them on to, uh, bring them on mic. Let’s, let’s talk to them. Let’s talk to them. Or let’s, let’s listen to them cry for a second. That’s fine too. Thank you, Justin. Thank you very much. Next week, confessions of nonprofit social media managers and convert your member website into a thriving community. I, I know we have promised this a couple of times now. You, you know that you’re working with a lackluster host. I, I just, I had to get this Justin Goodhue interview in because it’s been sitting, and, um, I don’t like to wait, make people wait as long as I made Justin wait like 3 months. Uh, so I had to get it in. And So, why didn’t I think of that last week? Uh, I don’t know. Sorry, sorry. Uh, that’s a very good question. It’s a very, very relevant question. I don’t know. This, this is the best answer I have, so. Next week, definitely, social media manager confessions and your member website in a thriving commun into a thriving community. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. We’re sponsored by the Bridge Conference. As you know, Tony will be with more than 2400 nonprofit professionals at Bridge, July 29 to 31 in National Harbor, Maryland. Info and registration at bridgecf.org. 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.
Stephen Christopher Nill: A Skeptic’s View On The Value Of AI In Fundraising
“Holding Fire” is Stephen Christopher Nill’s new book, written by this artificial intelligence skeptic. Launching his book on Nonprofit Radio, he presents his Human-Centered AI Framework, five principles to keep humans at the center, as AI does the work no one fundraiser could do alone. There’s fundraising potential. There are fundraising risks. You’ll find Steve’s book at CharityChannel.com.
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Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio. View Full Transcript
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 hebdominal podcast. I’m traveling, so the mic quality and the sound is not quite up to par. I’ll be back in the studio next week. I’m glad you’re with us. I’d bear the pain of Brady stasis if I had to stomach the idea that you missed this week’s show. Here’s our associate producer, Kate, with what’s up. Hey, Tony, introducing. A skeptic’s view on the value of AI in fundraising. Holding Fire is Steven Christopher Nill’s new book, written by this artificial intelligence skeptic. Launching his book on nonprofit radio, he presents his human-centered AI framework, five principles to keep humans at the center, as AI does the work no one fundraiser could do alone. There is fundraising potential. There are fundraising risks. You’ll find Steve’s book at charitychannel.com. On Tony’s take too. Beach days are back. We are sponsored by the Bridge Conference. Tony will be with more than 2400 nonprofit professionals at Bridge, July 29th through the 31st in National Harbor, Maryland. Info and registration at bridge.org. My thanks to Bridge for sponsoring nonprofit radio for several weeks, and yes indeed, I will be at the conference. I’ll be there speaking on July 31st. Here is a skeptic’s view on the value of AI in fundraising. It’s a genuine pleasure to welcome. Steven Christopher Nill to nonprofit radio. Steve founded Charity Channel in 1992 and built it into one of the world’s largest online communities of nonprofit practitioners. Through Charity Channel Press, he has published dozens of books on fundraising and nonprofit governance across 4 decades inside development offices and advising hundreds of nonprofits. He has helped raise billions of dollars, billions. Woo. His engagement with artificial intelligence reaches back to the 1970s. 1970s. Uh, I, I’m skeptical of some of these claims here. He writes weekly to development professionals at charitychannel.com and he’s on LinkedIn. LinkedIn? No, he is, he’s active on LinkedIn. And his brand new, recently, immediately recently published book is Holding Fire, A Skeptic’s Framework for the fundraiser with AI at your side. The author of Holding Fire, Steve Nell. Welcome to Nonprofit Radio. Thank you, Tony. It’s, it’s, it’s gonna be fun to be here, I think. You think you’re not sure. All right. No, I know it will be. Now, that’s two things you’re skeptical about, uh, AI and, uh, your, your presence here. All right. Um, So, congratulations on the brand new book. I have the very first copy of the book, don’t I? I have these bragging rights. Tell, tell folks how that, how that happened. I got the very first print. Well, we were talking about doing this, uh, this interview, and you wanted to have some sort of a, uh, first. And I admitted I’d done another couple of interviews that haven’t aired quite yet, but, um, if I hadn’t sent them the book yet, so in fact, I hadn’t sent myself the book. I had just been um uploaded and I said, look, I’ll send you the very first copy even before my own, so now you’ve got a bragging right. You got the first copy for better or worse, off the press. The first copy is pristine. It’s outstanding. Uh, yeah, so even before your own copy, I got one. So thank you. All right. I like to work with hard copies. Uh, I, I know I’m, I’m a little bit of a stickler that way. I, I much prefer the hard copy over, over digital. So thank you. Thank you. Sure. All right, uh, the skeptic, the skeptic, uh, we’re gonna talk all about the framework that’s coming, but the, the AI skeptic actually goes back to, uh, a history with AI, uh, from, all right, let’s, let’s, uh, validate some of these claims in the, uh, in the bio. Uh, it goes back to the 1970s. Yeah, 1977, I was in an honors physics course at my university. And I wrote a paper that posited a computing device based on quantum superposition. Of particles, in other words, using particle spin capabilities as storage for computers, and I suggested such a computing device could Be far more powerful at breaking encryption and things like that. I got an F on my paper. Um, because I’ve been invited to the course and no one ever asked me if I’d ever learned calculus, and, and that was a requirement for the course, which I didn’t know. And so, uh, I had to, the night before the thing was due, I had to invent a bunch of math just to substantiate a lot of the things in my paper and the professors, there were two looked at it and said, what is this? And you know, F. And I asked one of them afterwards, I said, look, you invited me to this course, um, at least let me defend my paper. And so they let me come back and they were both sitting there and I Put my math up on the board and, and I explained what every symbol meant, which I had literally invented the night before and I said, this is, this is how you calculate this. And by the end, I defended the paper and I got an A. So that was, um, that was the beginning of my interest in computing and from, from a theoretical, you know, point of view, and I’ve been following. Um, advances in computing ever since 1977, which is when I wrote that paper. And uh I didn’t go into theoretical physics or computer science, although I’ve taken a ton of courses in computer science since, um, but I followed it carefully. I went, I went on to be a lawyer and and working in the nonprofit world and fundraising and that kind of stuff, but it’s always been near and dear to my heart, Tony, and Um, so that’s, that’s sort of my background and so I have a foot in, in, in sort of the computing side and the artificial intelligence side, but and also in the fundraising and nonprofit world, uh, which has been my career. So, So you were, well, you did get an A ultimately, uh, you defended your paper. I got an A and I’m, the weird thing was I’m the only one who got an A. All right, but you started with an F, like you were ahead of your time. I got an F. I, I richly deserved the F because my math was, you know. All right, you were vindicated. You got, you got the A. I guess I did, yeah. And we’re gonna have plenty of time to get into the, the, the details of the book and, uh, like I said, your, your framework, of course. Um, you do say that, that AI can, AI can mimic warmth, but you say it in a way that AI can only mimic. Warmth, the warmth of people. And this is something running throughout the book that, that there’s, there, there are processes and, uh, sort of patterns and changes, you know, that AI can see. But there’s a, there, there needs to be, there will always need to be is central to your, your thinking, the human. Uh, the, the human component of fundraising, that, that, that AI, AI has a, uh, has value, but within certain limits, strict limits, very strict limits, you, you posit, and, uh, the humans must, must be involved in the, in the rest. So, I, I like that, you know, AI can only mimic warmth. Yeah. And, and at the same time, elsewhere in the book, you say that AI can amplify our own humanity. So talk us through your, your high-level thinking before we get into some details. Such an important question. I’m so glad you started the, this discussion from. All right, so are you less, are you a little less skeptical now about, uh, about your, about whether you’re gonna enjoy this or not? No, because we can wrap it up right now. If, if you want to wrap it up in 7.5 minutes, we can do that. We can wrap this whole thing up. If you wanna wrap, you know, if you’re still not comfortable, we can wrap. No, Tony, let me just say, so far you’re the, you’re the one interviewer who insisted on reading the book before the interview, so thank you. I’m sure there will be others. I don’t know how you can talk to an author about their book without reading it. I know, I know. Thank you. Your, your integrity is, is shining through. Um, AI can, can mimic, uh, pretty much any, any kind of human, um, behavior, at least in words, because it’s trained on words, you know, the, the, the whole large language model is literally turn it loose on the internet and feed it all this copy, feed it books, and the more information you feed it, the more it can pretend to be human. And it’s so good that Um, there are people that, that, you know, have written hundreds of novels with it. Although the, the novels are, are sloppy, slop, they call it AI slop for a reason. It’s, it’s not terribly great, but it’s, it’s how good it is. It can mimic even writing styles and, and everything else, and it can mimic human warmth. In a, in a development office, the temptation is to use AI to write our donor communications, isn’t it? Because, you know, development people, uh, in any sized office are under a lot of pressure to try to reach out to their donors, and it’s so tempting to have AI write a, write an email or write a letter. I don’t know anyone write letters anymore, write an email, uh, or, or some other electronic communication or, or, or whatever. And And it, it, it’s on the surface can seem pretty good at it, but the thing of it is, is. It’s not the, it’s not the human fundraiser actually writing that communication. It’s, it’s the machine. And I think it dehumanizes the process, and I think donors are are onto this, and I think it’s only a matter of time before we start to see our donor relationships. Erode even as we’re trying to reach more of them at a deeper level through AI. And what what I have seen happening is a temptation to now that now that these um. Software vendors, um, these, uh, systems, the CRM systems that we all know and love in our sector are incorporating AI. The temptation is to sort of turn AI loose into that process because, hey, we could reach so many more donors now. And the problem is. It’s, it puts the AI between us and the donor. It may not seem like it, you know, if we misuse it that way, we are no longer really driving the communications the machine is. And, and to me, Um, and Tony, you know, you’ve been in the sector for decades and you have a wealth of experience in this, as do I. We know that, and I hope it’s OK to say this, I’ve had a peek at your forthcoming book. We know that it’s all about relationships, right? It’s human relationships, and that’s the thing that we’re sacrificing. If, and if we’re not careful, it’s, it’s gonna move us backwards, not forwards. And so that’s the whole reason I wrote the book. I’m a skeptic. I really wish AI wasn’t here. As much as I find it fascinating. I’m alarmed at the speed with which it’s been inserted into the CRM systems that our development officers are using and absolutely every other tool that we’re using without much thought about the impact it’s going to have on our donor relationships, and that’s why I wrote the book. You just said, uh, you wish AI wasn’t here. You wish I really do this. I really do. It’s, it’s a, I’m in a weird place because I’ve, I’ve been fascinated by the, you know, thinking machines, if you will, my whole adult life, really. Um, and, and maybe it’s because of that that I saw early on. In fact, the outline for my book I wrote at the turn of the century, decades ago now, cause I foresaw this day. I, I just didn’t publish it because AI wasn’t here and no one would buy the book, but I had this outline almost unchanged for the book because it was so clear to me that what was going to happen was AI was going to become so powerful. And so convenient that we were going to replace our own human judgments and efforts with the machine’s judgments and efforts. And while AI holds real promise to let us actually reach out and, and, and. Um Identify opportunities with our donors that we never could before. If we allow it to do too much for us, it’s going to actually hurt those relationships, and we can’t let that happen. You, uh, have a different concept of the, the CRMs, the customer or constituent relationship management, uh, systems. You call them RBSs, relationship building systems. Yes. Well, I don’t think of our supporters and donors as, uh, needing to be managed by us for one thing. So the term itself is just doesn’t fit the nonprofit, uh, world very well. But I think we, we, if the technology needs to help us improve our human relationships with our donors. Grow those relationships and then, but stay out of the way enough that we’re the ones driving it, not the, not the technology. So I do focus in the book a lot on what I call relationship building systems. Because Um, they have raced, raced to put AI. Capabilities into these systems. And so, honestly, I don’t see very much thought into governing those AIs or even trying to train those AIs on Our human values and, and even our fundraising ethics, for example, and Uh, I don’t see a lot of effort being made into having that AI. Uh, suss out opportunities to make a phone call or do a visit with a donor or do the human things. I see the emphasis, maybe by default on, hey, we could write 100 letters now that are all personalized, and we could zip those things out and now you can reach your entire donor base in 10 seconds or 10 minutes or whatever. That’s the wrong approach and that’s what worries me. So little thought seems to have been put into all of this. That it’s going to do more harm than good, and honestly. I don’t think the fundraising profession or the nonprofit world in general has been sufficiently consulted by some of these software vendors before just bootstrapping these AI systems onto them and putting them out there as products. I think there’s been a breakneck race to add AI because, hey, if we don’t, our competitors are going to do it and we’re going to be at a competitive disadvantage. I think that’s the mindset. And so now we in the nonprofit world, folks like you, folks like me who, who actually care about this, have to come along and figure out, OK, how do we prevent the harm while allowing the good to happen because there is a lot of good that can happen with AI if it’s properly used and properly understood. And that’s where I gave a lot of thought and that’s where my outline emerged years ago when I first wrote it. And it, it was, you know, we can actually give AI a set of rules and principles and guardrails. And it could then know when to back off and allow human judgment to take place, human contact with our donors to take place. Also in the, in the very writing of communications, a critical step is rewriting those communications in our own words, things like that. So I wrote up a, as part of the book I released to the, to the world, if you will, through a public license, a uh a specification um that the AI literally reads before every session and knows how to behave and, and that’s, you know, that’s um. That’s a pretty powerful tool. I don’t mind saying so myself. That’s why I released it free to to anyone who wants it. I hope software vendors are listening. Because this, this is the missing ingredient. This is the, to me, this is the moral and ethical opportunity to reorient their AIs as they face the nonprofit world in a way that serves us rather than sort of serving their competitive advantage, if you will. That’s where we want to get into your human-centered AI framework because the, the specification you were just referring to is Is the embodiment of your framework, uh, that puts it in an AI readable format. So let’s, let, let’s now talk about the, the human-centered AI framework that you introduced in the book. Um, you’ve got 5 sort of pillars, uh, pillars to it. Do you wanna, do you wanna tick them off? You want me to tick them off and then we’ll, we’ll go into some detail on each one? Why don’t, why don’t you, why don’t you tick them off and we’ll talk about whatever part you want. OK. Uh, number 1 is the healthy division of labor. 2 is the workflow. 3 is the virtuous data cycle, 4 is the scale shift, and 5 is ethical vigilance, which governs all the others. Putting the donor’s interests first. So, let’s, let’s talk some, uh, let’s, let’s talk about the, the healthy division of labor. What, what do you mean by this? Well, The tendency is, is for nonprofits to Uh, pull back on their human resources, their development staff, and, and try to leverage AI to do much more of their work. Indeed, I, I was a little amazed that there’s, there’s this 11 college I was reading about in the Chronicle of Philanthropy, don’t ask me to name it, I can’t even remember now, but Where the, the college, uh, essentially dropped most of its development team in order to end is using AI in its place. Um And that is probably the most extreme example of what worries me the most about AI, and that is using AI to essentially take the place of the human development officer, and that’s a huge, huge mistake, um. So the, the division of labor is, look, AI can, can the, the, the most important thing it can do for us is it can look at our donor base. Because we can give it access to the donor base. That’s what these online systems have done. And we can have it suss out. Uh, lapsed donors that are showing signals of wanting to re-engage. Uh, we can have it, uh, talk about somebody who has given a fairly small amount for say 3 years and has never received adequate recognition beyond, you know, the acknowledgment letter or something like that. Um, we can have it look at a donor’s capacity, if there’s any kind of well screening built into the, into the system, it, it can, it can look at that. Um, And a myriad of other things and then it can actually give us a briefing, say, um, I like to call it the Monday morning, you know, briefing where it says this week, um, these are the donors you need to focus on and here’s why, and here are, here’s where they fit in our development process. Here are the opportunities and here are the very communications I think you should send and AI can do all of that for us. That is amazing. I mean, Tony, we’re talking about something that, yeah, it winds up in these online systems, but when I was writing this book, I took a simple program um called Obsidian. It’s a note-taking app and it’s, it, it works with plain text files, OK. And I, I dropped a bunch of, of, of fictitious donors into it and I turned my AI on it and that little simple app that’s free, by the way, became more powerful than, than, um, say the Blackbot system or the DonorPerfect system before AI came along. And It did because AI can read unstructured information. So if you just have a like a a a file on a given donor and you throw a bunch of information in and maybe not even that well structured. AI doesn’t care. It can, it can understand what it’s reading and it can then pull things out of that, that we humans just don’t have time to pull out. And, and some of it I think is our capacity too, the, the way it can see trends and, and changes and shifts that are subtle. That, but, but valuable to, to recognize. Yeah. All you really have to do is show the AI how, how your fundraising processes are structured, and that’s where, you know, my framework comes in. It provides a structure so it knows how to assess a given record against that and it can even go outside that record. It, it can know, for example, Um, it can know a lot of information about, say, say, special events that your organization has held and, and, and grab that information and how it might, knowing the donor went to that event is, is important and it can take that into account. As a matter of fact, it is far better at that kind of thing than any human I know, unless the, you know, even a human who does nothing but that 24/7 couldn’t possibly hold a candle to what AI can do. Yeah, that, that’s the, that, that’s the capacity I, that’s the capacity that’s the division. It’s not just bandwidth and time, it’s, it’s, it’s capacity to see trends that, that, it’s just, there are too many data points for us to, to recognize what What the AI can, can recognize patterns that it can find. All right, let’s, all right, so that, that’s a healthy, that’s not just the, you know, you don’t just call it the, like, the right division of labor. It’s the healthy division of labor. Uh, the first, the first part of your, your, do you do that part and then, but we need to make, we need to be the ones that That communication that results in those in that. Human decision making needs to be ours. So that’s the other side of the division of labor, you know, the AI is amazing, but we have to stay in the process, otherwise, it’s not a healthy division at all. That’s the point. It’s time for a break. We are sponsored by the Bridge Conference produced by AFP DC and DMAW July 29th through the 31st at the Gaylord National Resort and Convention Center in National Harbor, Maryland. More than 2400 professionals will gather at bridge. Tony will be with them. The question is, will you? Thought leaders from nonprofits, associations, foundations, hospitals, higher ed, faith-based, and emission-driven causes across the country come to Bridge, to discover new ideas, solve real challenges, and connect with smart people shaping the future of our industry. From 125+ educational sessions and hands-on pre-conference workshops to Bridge tech, the faith and fundraising forum, and inspiring keynote speakers, Bridge offers something for every mission and every role. The conversations happening at Bridge will shape strategies, careers, and organizations long after the conference ends. Don’t hear about it afterward. Be in the room. Register at bridge.org. It’s time for Tony’s take 2. Thank you, Kate. The beach days are back. Summer is here. And I am enjoying as much time as I can. Out on the beach in the sand under an umbrella. Like almost meditating. Just looking out at the ocean and uh enjoying that, enjoying that. I hope That you will take time for yourself, your family. Yourself too, though, especially. Uh, this summer sometime to get away, relax, rejuvenate, refresh, just change of scenery. I hope you’ve got something planned for your summer that is uh. As special to you as the beach is for me. Just some encouragement, encouragement for your summer getaway. That’s Tony’s take 2. Kate My family and I, we’re going to the camper this weekend, and we’ll be there for almost 2 weeks. Outstanding, outstanding. You love those, you love those getaways, right? Yup, it’s nice and quiet. I mean, cause there’s no like highway around us, as if like we’re at home, there’s a big highway. It’s practically in the back of our backyard, but in the camper’s nice and quiet, you can’t hear anything, wildlife. Nice. Very nice, the sounds of nature. We’ve got Beauco butt loads more time. Here’s the rest of a skeptic’s view on the value of AI in fundraising. Well, folks are gonna have to read the book, uh, for, uh, explaining all five of these. We’re just gonna, we’re gonna hit just a couple of highlights for the, from the five pillars. Um, I’d, I’d like to talk about the, uh, the virtuous data cycle. How AI gets more insightful through, uh, through iteration, through, through the, the data that humans are adding, that virtuous data cycle. Yeah, you know, that in, in a certain sense, um, Uh, we already have something like that, you know, we have usually in a more developed development office, there’s somebody who runs the, the database, you know, the online systems, and they feed things to the other development officers. And all that. And, and in a, in a well-run office, information that, that crops up about a donor that’s appropriate for, you know, to be entered will, will, will be entered. Um, But the reality is in the real world, um, records are, are, are, are really rarely that, you know, that complete. And, but now with AI available, we have a huge incentive to constantly be updating each donor record. If we have a conversation with someone with a donor in the parking lot, or we run into them in a restaurant and there’s a quick conversation or, uh, you know, you name it, we now, we now need to enter that information into, into the system so that the AI becomes aware of it and can take that all, take all that into. You know, into consideration, so. Um The the more, the more that we learn about the donor, the more human interaction we can have that’s meaningful, the more information that we learn about that donor that goes back into the system, so we get this cycle going. And the system just gets smarter and smarter and we’re able to serve that donor better and better as a result. Right, right. That’s the, uh, the virtuous data cycle. And I want to talk about your, uh, fifth pillar of the human-centered AI framework, the ethical vigilance, because it, it, it, it centers the donor. And, and governs all the other parts of the framework, but putting the donor’s interests first. When I was Writing the book, I built a system, an AI aware system with donor records, um, and it became the, um, Uh, portfolios, it’s the, the author forget. It’s the practice portfolio. I’ve got, I, throughout the book, I’ve gotten to know these folks, uh, Doctor, Doctor Sarah Huang and, uh, Robert Okafor and, uh, the Whitfields, who, who lapsed for a few years, but they’re still engaged. The Whitfields are still engaging, but, but they haven’t made a gift. And, uh, Maria Chen. The, uh, oh, and who’s the doc, oh, Doctor, right, Doctor Sarah Huang. She, she, she sees hungry hungry kids in her, in her practice, in her medical practice, and she gives to, uh, uh, nutrition education. So you, you get to know these folks, but they’re all part of this, the sandbox that we can all play in. In the practice portfolio, but I don’t wanna, I don’t wanna come off the ethical, the ethical vigilance pillar of your, of your framework. Yeah. Well, so as I was, as I was building that system for my own experimentation with AI and all that, uh, and I was dumping more and more hypothetical information about these donors, and these are the same donors that are mentioned in the book, so you get to, you get to see them again in the Uh, practice portfolio, which is an online system that you can access for free now. Um, and, and then I began to, to experiment by asking the, the AI to give me a Monday morning, uh, review of, of my donor base and to make recommendations on donor contacts and things like that. And I found that it was so good at it that it would make recommendations on information that Um, I felt as a human was. It was definitely in the in the system, so I could get why the AI was looking at it. It was too good at making suggestions that would cause the donor to, to, to act. In other words, I was, I was becoming increasingly uncomfortable with some of the decisions the AI was trying to make. Because I thought it was crossing a line, and, and at first I couldn’t quite figure out why I was feeling so uncomfortable, but the more I worked with it. The more I realized that as a human. I had a a sense, I don’t know, call it, call it my decades of experience working in development offices. I don’t know what it was, but I had a clear sense. of propriety. And when, you know, when you, when you work with donors, sometimes you’re in such a position that you know, you can get them to make a gift, and it’s not overreaching or anything. It’s not like you’re forced, but, you know, something inside of you is telling you, maybe this isn’t the time to push. Maybe I shouldn’t be using this piece of information that I got in a, in a, in a conversation. To frame my ask, you know, it’s, it’s, it’s a human assessment. And I, so I thought, well, how in the world am I going to write about this as, where is a bright line? And there, there really isn’t a bright line. So, I, I asked a question, um, would, if the donor was aware of my thought processes and what went into this solicitation or this communication. Would the donor feel like I was handling them, you know, like trying to get a result, um. Uh, transactional, uh, or not, right? Um, or would they feel that I was honoring them. And so I came up with this handled or honored. Uh, test. And um, You know, it, and it’s, it’s been expressed by others, uh, and I’m not the first to sort of come up with this idea, um. Uh Uh, Professor, uh, James that had similar, similar ideas, uh, expressed differently in some of his books, but it was one that, um, I needed to put in there. That’s Professor Russell, yeah, excuse me, yeah. That’s OK. Russell James at Texas Tech University. Yeah, Russell James. Yeah. So, you know, he, um, He’s endorsed my book, I’m happy to say as well. So, after reading it, and so we had a, a, a brief chat about, you know, that similar perspective. But, you know, AI is terrible at making that judgment. It’s just, and that was what worried me the most, and I felt that the human needs to know, uh, when to make that decision. So you need to train AI when to pause and ask the human fund development officer to make a call. And so when I wrote up this online specification, I actually include the signals that the AI would understand to stop and say, hey, you need to make a judgment here, not me. And so if you have your AI read this online specification before a session, it’s going to understand when to, when to pause and, and call out, uh, uh, you know, your. Duty to make a decision. So that’s a guardrail, and that guardrail has not been existing in the, uh, so far in our sector and the AI systems that have been bolted onto these, these, um, These systems, and it, and it’s high time that we, we do that because otherwise, AI is fighting us and it’s even becoming, it’s even fighting the very notion of ethics in our profession of putting the donor first. And we can’t let that happen. We as a profession have to respond and take control of. This or the software vendors are going to do it for us and you know, I know that they’re, they’re, I’m not here to. To, to critique them, I think that they have different goals and objectives than we do. And so we need to assert ourselves, and this is one way of doing it. Yeah, and you, you give folks that, that specification. We can, we, we, I release it to the public. It’s under a public license. Anyone can use it, even the vendors can use it. I don’t, I’ll never be paid for it. That’s not the point. Um, and they can modify it, uh, if they want to. Anybody can modify it and do what they want with it. So it’s, it’s released to the public and free of charge. Let’s talk a little more about the practice portfolio that, uh, sort of accompanies the book. It’s a, it’s a sandbox, like you said, of Fictitious donors representing different people, different stages of giving, different stages of engagement. Um, and as I was saying, you, you get to know these folks throughout the book, um, There’s also the guy, uh, David, who’s, whose family was fed by the, by the food pantry and his son is now volunteering there. Uh, so just, just say a little more about the, the practice portfolio because it, it can be fun to do the exercises, uh, uh, and see the people, see the records as you’re reading the book. Sure. So, um, you can, you can get a free account, um, with, uh, on, um, Uh, uh, with a website called Notion, and Notion is basically a, a note-taking, um, system, but it’s far more than that. And then apply the portfolio to, to your free notion account, and that’s free. And then if you want, you can for a few bucks a month, you can have the AI from Notion activated. And so what I’ve done is I’ve put the very donors discussed in the book, these are fictitious donors into the system which I call a practice portfolio. And the reason I offer it to readers or frankly anybody who wants to do it. I want them to experience what it’s like to work with an AI that’s operating within the framework, and I want them to see actual fictitious, but actual donor records. That are um tracking the very behavior that I write about in the book. So the book is very tightly coupled with the the practice portfolio and I wanted to give readers a place where they can go experiment with with AI, um, with donor information and query the AI and see how it responds and and what it has to say about. Um, donors and, and all of the stuff that I talk about in the book, but I wanted a safe place for them to do it. I didn’t want them to have to go to, you know, their own organization’s Blackbot account or Donor Perfect account or whatever. I want to be able to work in a safe place where they can’t do any harm, and where they’re not working with real donor data. And so I built this system for that purpose, and It’s, it’s a great way to really experiment. It’s like if, if the book was a cookbook, this is an actual kitchen where you can go try out some of the recipes of the book in a safe way, uh, either for free or for very little, you know, if you want the AI notion charges a little bit of money for the AI, but otherwise, it’s completely free. And that’s the, again, that’s the practice portfolio, the practice portfolio. Yes. Um, one of your chapters, you, you know, you, you, you have several chapters devoted to different Um, different. Needs in, in fundraising, uh, the annual fund, major gifts, uh, stewardship, recovering lapsed donors. Let’s talk about your annual fund chapter, how AI can work to support your annual fund, and, and you see the annual fund as a, as a campaign. Yeah, well, you know, um, the annual, relationship building campaign even. Yeah, I mean, we, we, we tend to look at the annual fund as sort of a massive letter writing campaign once a year or something like that, maybe a phone call campaign, whatever, but not so much as a, you know, like an actual holistic campaign such as say a capital campaign might be. And there’s a good reason for that. Up until now, there were only so many resources in a, in a development office that can be devoted to something like this. And so we tend to take our donors and segment them, you know, our, our, we have our top tier and we have a lower tier and a lower tier from that. And so we can only give our attention to the top tier of donors, and that’s pretty much it. And everyone else gets segmented and they get. You know, uh, mass communications based on their segment and where they happen to fall on the, on the donor pyramid or donor life cycle. And, and that, that, that by itself was, was a massive step forward and only really kind of happened when computing came into its own and the internet came along. But now with AI we have the ability to treat all of our donors um with some degree of, of focus and and attention because AI is able to To, to let us see each donor more as an individual than somebody who happens to fall in a given tier on a on a donor pyramid. So my thought was. The, the annual fund can, can be transformed into something much more akin to a campaign and not just sort of it, it, it, you know, once a year thing, but an ongoing, uh, never-ending sort of campaign that, um, treats each individual, not where they fall on a, on a given tier, but where they are in their journey with our organization. And everyone is at a different place, and even the smallest donors, uh, have a place in the sun under this system because they will not be, um, lost in the pile, if you will, because the AI can, can look at them as individuals and spot opportunities and and tell us, look, you have an opportunity here to, to interface with this donor as a human, and perhaps Deepen the relationship with that donor and they’re no longer just In some segmented tier of, of a donor pyramid that gets a a a a mass email, they are now viewed as individuals. So it starts to look much more, I don’t know, campaign-like or personalized, if you will, than it it ever could be in the past because AI lets us do that. You’re, you know, as I said early on, you’re, you’re concerned about the human element of fundraising. You know, as a, as, I said, you, instead of CRMs, you call it an RBS, you know, a relationship building system. Your, your annual fund, you position as a relationship building campaign. So while you’re, Talking throughout the book about the, the, the value of AI in, in seeing the things that we’ve, we’ve been talking about and, and assisting sort of side by side with the fundraiser. you know, it’s consistent that you, you, you want the, the human element, uh, uh, never, never to be sacrificed, the human element of fundraising. No. We have to maintain You know, the human element. And with, with the AI understanding that properly, it will actually be our ally, and it will know when to pull back and when to have you make the critical calls. And even I mean, they never sending out a communication that it writes by itself, you, you, you, you own that communication, you revise it, uh, you, you, you don’t, you don’t just let the AI run amok in that either. And that’s, that’s critical too. So the human has to be present at every step. But never before have we been able to sort of break down the walls and look at even the smallest donors. Um, as individuals, rather than sort of falling in a segment of our, of our, of our donor pyramid or however you want to take a look at, you know, however you want to think about it, the donor cycle, if you will. So, we, we have this wonderful opportunity, as long as we constrain the AI to, to, to let us be the humans. Um, and not fight us on that, because that’s what it, it wants to take over so much of what we’re doing, that if we let it, then, then we, we will hurt philanthropy because the donors will understand that there’s now a distance between us and them, and they might not be able to put their finger on why, but they’ll feel it nevertheless, and they’ll, they’ll pull back. And that’s the opposite of what we want. And that will have been our fault because we allowed it. Yeah, it will have been, yeah. Exactly right. Let, let’s make the, uh, the final chapter we talk about, uh, the, the, uh, the stewardship, stewardship. You talk about seven touches, um, and how, The, the AI tools can help with uh personalization and and consistency. Well, it’s, it’s, it’s, it’s been accepted for quite some time in fund development in our, in our sector that, um, donors need to receive communications, um, from us and, uh, and, um, and you write about it in your your forthcoming book, I, I, I must say in, in a, in a very compelling way. Um, even a, even a modest communication can keep a donor loyal to your organization and result in, in that, in that gift. Um, But far too many donors are, are forgotten. Maybe they’re so small that they just get a, you know, a thank you letter and, you know, but maybe they’re giving 3 or 4 years like that, but nobody notices, you know, they’re, they’re just, those signals are being missed. Well, that falls under stewardship. Those signals should not be missed. And now with AI looking at our donor base and understanding how the fund development works in our office. Will, will alert us. Perhaps in that Monday morning review that I talk about in the book, that that donor has, has Been engaging with us in ways that we have not noticed up until now, and we should be responding in a different way. And here’s how we could be responding. And the whole 7 touches thing, and it’s rather arbitrary, you know, 7 touches. I, I didn’t want to reinvent that wheel. That’s, that’s sort of an accepted thing out there, and you could say, well, 7 touches, 2 touches, whatever. I went with 7 because that wasn’t the point. The point was, we should be engaging with those donors and not letting them slip between the cracks. We humans should be engaging, and not just engaging one way, but several ways. Um. Uh, phone calls, emails, in-person visits if we can, or inviting them to an event that maybe they wouldn’t have been invited to, or, you know, the, the communications need to take place. And now the AI can track that for us beautifully. And it could even suggest to us how to communicate and Uh, it will even tell us what we can say in some of those communications, and that’s fine, provided we own those communications and we work them so that they make sense to us as humans. So, it’s a boon to, um, stewardship, um, and we should let the AI help us there because it’s brilliant at that. It, it is just brilliant at that. The book is uh holding fire. A skeptic’s framework for the fundraiser with AI at your side. You’ll want to look for Steven Christopher Nill, not just Steve Nill, but Stephen Christopher Nill is the author. You’ll find the book at Charity Channel. Dot com. That’s the best place to get it. Steve, thank you for a, a, a, a thoughtful book, uh, a, a, a human-centered book, uh, a, a book that celebrates the humanity of fundraising. But also points to the. The value of the, uh, the AI tools, uh, at, at our side. Well, leave us with some parting thoughts about that, that human AI, uh, potential. You know, I, I, as I was researching and writing the book, I, I kept coming back to the metaphor of fire. You know, AI is so. Uh, transformative and not just in, in our sector, but in so many other spheres. That It feels like We have, we have discovered fire all over again. It’s that powerful, maybe even more powerful. And so Fire has a potential. Um, to. To warm us, to be a good positive influence for us, but misused. Used without care, without a framework, if you will, without the structure, without the understanding of, can, can burn us. And in our context, it can burn and destroy our relationships with donors who support our organizations and underpin all of philanthropy. And so, you know, I don’t want to be sort of melodramatic about it, but I, I really think. AI is the new fire. And so the book, it’s called Holding Fire, because that’s what we’re doing. If you look at the cover, it’s a pair of hands holding fire, but if you look closely, it’s kind of a digital fire. So that’s the metaphor and, and that’s why I called it what I did, but I, I think it really encapsulates. Both the promise and, and the risk, uh, that AI poses for us, uh, in the nonprofit world and particularly in the fund development arena. Steve Nill, Stephen Christopher Nill. Thanks so much. My pleasure. Next week, confessions of nonprofit social media managers and convert your member website into a thriving community. I know we had said last week that that was gonna be this week, but Steve Neill’s book got released. I want to have the bragging rights to be. But one of the first. We, we might even be the first. It depends if somebody puts their podcast out before this one. But, uh, good chance we’re the very first podcast he talks about his book on. So, that’s important, bragging rights, very important. If you missed any part of this week’s show, I beseech you, find it at Tony Martignetti.com. We are sponsored by the Bridge Conference. Tony will be with more than 2400 nonprofit professionals at Bridge, July 29th through the 31st in National Harbor, Maryland. Info and registration at bridge.org. Our creative producer is Claire Meyerhoff. I’m your associate producer Kate Martinetti. This 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.
Our coverage of the 2026 Nonprofit Technology Conference continues as Jackelyne Briseño helps you leverage giving day opportunities through segmentation; gamefying strategies; multi-channel methods; collaborating internally; using social influencers; preparing your CRM database; and, more. Jackelyne is with American Near East Refugee Aid.
Sarah Marcotte & Katherine Scott: Biases In Prospect Identification
Let’s name how and where selection bias, confirmation bias and availability bias creep into your prospect identification processes, and identify methods for stepping away from bias so it’s mitigated. Sarah Marcotte is at Sick Kids Foundation and Katherine Scott is with Princess Margaret Cancer Foundation.
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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 hebdominal podcast. Oh, I’m glad you’re with us. I’d suffer with dextrogastria if I had to stomach the idea that you missed this week’s show. Here’s our associate producer Kate, to give you the highlights. Hey, Tony, I’ll be happy to. Your successful Giving Day. Our coverage of the 2026 nonprofit Technology conference continues as Jacqueline Briseno helps you leverage giving day opportunities through segmentation, gamifying strategies, multi-channel methods, collaborating internally, using social influencers, preparing your CRM database, and more. Jacqueline is with American Near East Refugee Aid. Then Biases in prospect identification. Let’s name how and where selection bias, confirmation bias, and availability bias creep into your prospect identification processes, and identify methods for stepping away from bias, so it’s mitigated. Sarah Marcotte is at Sick Kids Foundation, and Katherine Scott is with Princess Margaret Cancer Foundation. On Tony’s take 2. Tales from the gym. Oysters orgasm. Here is your successful Giving Day. Welcome to Tony Martignetti Nonprofit Radio continuing coverage of 26 NTC, the 2026 nonprofit Technology Conference. My guest now is Jacqueline Briseno, director of digital fundraising at American Near East Refugee Aid, ANEA. Jacqueline, welcome to Nonprofit Radio. Hi Tony, thanks so much. I’m so glad to be here. Oh, it’s a pleasure. Oh, you’re smiling and you’re all bubbly. Thank you. Thank you so much, Jackie. Um, your session topic is a complete guide to planning and executing a successful Giving Day. If you would just give me the 30,000 ft view to, to get us started. Sure, yeah, I think Giving Days are becoming increasingly important for nonprofits. They have been for a very long time. I’m sure your listeners are very aware of Giving Tuesday, which is the one that a lot of people know. Um, recent stats came out for our most recent Giving Tuesday in December, and over, I wanna say 38 million Americans gave on that day, and over $4 billion was donated on that day. So I think Giving Day as a concept is really relevant for nonprofits and the session really talked about, OK, so whether you’re doing Giving Tuesday or your own Giving Day another day of the year. Is totally possible. Here’s kind of what they are, what they look like, why they matter, and here are some six main strategies on, you know, creating a successful one and making sure that you’re checking all the boxes and seeing some really good results on that day. OK, cool. That’s a great overview. Thank you. Um, so you, uh, let’s talk about knowing whether you want to create your own Giving Day. Maybe in addition to Giving Tuesday, Giving Tuesday is the Tuesday after Thanksgiving, but if you want to do something in June or May or April or something, you know, how do you know if, if you might be ripe for your own creating your own before we get into how to? Sure, yeah, I think some things to think about are maybe the day you were founded as a nonprofit or uh you can look at observance days are another really good one if you want to kind of anchor the day on a specific time of the year outside of Giving Tuesday. But quite frankly you could pick a random day and then just build branding and stories and build a campaign around it so I don’t think it matters so much but if anybody’s thinking well we wanna do one we’re really thinking about timing, what makes sense for us, but you have no idea where to start, I would look at observance days, look at your organization’s history and founding days, days that might make sense for you but the other question I think more importantly to ask is when does it make sense on the calendar for a nonprofit, right? If you’re looking at, well, you know, we don’t really have much going on in. Q2 Giving Day would be great in Q2 because no one’s gonna be extra stressed out. OK, OK, um, so you have 6 strategies. Can we, can we, can we, can you tick off the 6 and then, and then we’ll go into some detail for sure. Alright, so give us the overview of the 6. Alright, so I think first you want to segment your audience. That is a really big one. I also talked a lot about gamifying strategies which are really fun to do, especially in a digital space. We talked about prepping your CRM. And making sure that you’ve kind of got all the back end ready to go clean and organized. We talked about working with major gift officers and your communications team and specifically also working with influencers. And that was, was that 6? I wasn’t counting. That’s 5. Let’s see here what else did we, we’ll we’ll get to we’ll do that, yeah I know it’ll come to me. Alright, alright, so, so, um, segmenting your audience, your audience and uh donor segmentation. Oh, I think, um, leveraging it for the collaborating with, 00. I think the influencers coms and marketing, yeah, I’m going by your session description. OK, collaborating with coms and marketing was one and then collaborating with major gift officers another. OK, so you did do sex. Yeah, I was like I thought I counted, but I wasn’t sure. OK, great. OK, so, uh, segmenting your audience, but yeah, so I think it’s, it’s definitely something you want to do. Um, one of the things that I talked about yesterday was it’s not. Creating 6 different versions of an email, like 6 different unique emails, it’s really looking at, in this case I’m, I’m gonna use email as an example because I think that’s where most people do it, but it’s really looking at a whole email and figuring out where those small little tweaks that you can make to segment your audience and why we do segmenting is because we know that there’s an increased ROI and conversion rates when people feel like the message is really targeted to them. And so again you wanna do it but do it in a way that makes sense. Some of the things that I talked about um yesterday too was looking specifically at like a CTA and so um you can segment donors by donor behavior, communication preferences, even geographical locations or causes that they’ve maybe given. Let’s say you work for an organization that um works across multiple countries you could segment by countries and interest, right? Uh, for er specifically, we segment by, uh, donor behavior and so our segments are usually monthly donors. We’re looking at active donors. We’re looking at lapsed. We’re looking at previous Giving Day campaign donors. They’ll get their own version that’s like, hey, you gave last year, you know, that Giving Day is rolling around again. Can we count on your support? Um, and again, just kind of going back to those CTAs, it could look very different for two people, but it doesn’t mean that you’re adding on more than maybe 5 minutes to your time. So a good example of that would be um maybe your monthly CTA is you know thank you so much for your monthly support your additional one time gift today for Giving Day is going to be matched here’s the kind of impact that you can have can we count on you? And so you’re acknowledging that they’re a monthly supporter they feel seen they feel appreciated, and they’re given an opportunity to do more because you have that. Match, um, let’s say if you’re talking to maybe a lapsed donor they usually need a little bit more convincing in my experience and so, um, we’ll usually lean a little bit more towards, you know, every single dollar makes a difference. You’ve been part of our community we’re so grateful you’re here. Please can we count on you today? And there’s a little bit more urgency, a little bit more fluff for lack of a better word. Um, but yeah, again, small little tweaks that you can do here and there to really make sure that message hits the way you want it to. When do you like to start the promotion for your Giving Day? Yeah, we usually start with a save the date about 2 weeks before and then, yeah, it’s pretty close, quick turnaround. Yeah, and so I think Giving Days really kind of live in a digital space for the most part, yeah, and so. We don’t wanna kind of go too far before the Giving Day because people will forget. I mean, our attention span is not great, right? So you kind of wanna start building momentum. Usually for us it’s about 2 weeks before, um, we also do a direct mail piece that kind of coincides with our Giving Day and so people will get the save the date and then a couple later, a couple days later in the mailbox they’ll receive a letter for our Giving Giving Tuesday campaign and then the week after we’re probably sending two more segmented emails to a smaller group to kind of get that momentum going. And then we’ll do a pretty heavy messaging the day before Giving Tuesday, day of. We’re sending at least 3 different emails, 2 text messages, web pops, web pop-ups, social media asks, and then of course we’ll follow that with a thank you, uh, the next day with an ask for anyone who didn’t give. So it’ll include like a soft ask for non-donors. OK, um, do you encourage gifts before the actual G Day? Or you do? Yep, yep, absolutely. We’ll have matches. Shout out to our major gift team to secure those matches. So those will come in first. Um, we’re probably raising a good amount of money that day and so you wanna have some of those funds come in, especially if you’re gonna do a progress bar. No one wants a progress bar starting at zero, right? You want at least maybe 12 to 15% in of that goal. So yeah, definitely encouraging gifts before and usually that’s done through the segmentation, so. Um, I would recommend thinking about messaging if you’re going to wanna get that progress bar started. I would send out an email to your monthly donors to maybe donors that gave the the campaign before or the year prior and say, hey, you get first access to our match. Like, here’s an opportunity to make sure your gift is doubled now and start getting those numbers in. And then how do you message it around a giving day? I mean, so you’re. So if you’re starting 2 weeks early, you’re accepting gifts for 2 weeks, but you’re calling it a giving day. Sure. So I mean, my work is planned giving fundraising, so this is foreign to me. Alright, so how do you message for 2 weeks around a single day, but you’re accepting gifts during the 2 weeks? Yep, so for example, I’ll use the save the date as an example, right? So we’ll have the save the day, which is, it’s really that. So there’s a soft ass. In there like allowing people to give, but that’s not the main reason for the email. The main reason for the emails keep a lookout the date’s coming up. Here’s some things you can do to prepare, so we’re giving them an option to add it to their calendar and that goes straight to any kind of calendar that they use. We’ll format that calendar invite to include a link to our giving form so when they see a day of they know where to click, they know where to go. We’ll also give them a chance to look at our tool kit if they want to start sharing for their followers on social or to their friends and family. And then we’ll also give them the chance to start their own fundraiser and kind of have those tools for peer to peer if they want to start, you know, spreading the word sooner than later, and then give them other best practices like, hey, Annera’s gonna be sharing. Make sure you tag us at era.org and it’s really more like let’s prep for it. Here’s some resources, but also if you wanna give, here’s that link, and that’s kind of a, it’s a softer ask, yeah, yeah, so maybe it’s like an 80. 20. Sure, yeah, it’s a little bit of a softer, but, but 20% ass if you want to do now, OK. And then you have matches as well. You can take advantage of the match and then I’m assuming there’s a match for the giving day itself. Yes, so we’ll do a general match and then we’ll have a power matches day of that we’ll usually go live around noon and say, OK, now it’s a 3 to 1. So every dollar you give becomes $3. Here’s what that impact looks like. We’ll do price points and multiply. Those price points as well. So if you’re saying $5 does this, now you’re saying $5 turns into $15 which does this, right? And so people have a really clear idea of what that impact looks like for those matches and how they’re able to, you know, make a difference, even if it’s just $5. Everything adds up. Yeah, OK, OK, good. Thank you. All right, so I made you digress a little bit from, uh, segmentation. We’re talking about segment. Anything more you want to add about the, the, the importance of segmenting. I think um again just it’s very important to do um maybe also with your thank you email so obviously every campaign you wanna send out a thank you after if anybody was a first time donor you want a segment for that give them a special message if they became a monthly donor through your giving day you wanna look at those numbers too and make sure they’re feeling seen and appreciated and heard, uh, but rule of the game is you want a segment even if it’s basic, even if it’s just by donor behavior. Um, you definitely will look at it and make it in a way that makes sense, right? If you’re a one-stop shop, maybe you don’t want to do three different versions. Maybe it’s a small tweak here and there, but for sure do it because I think the the ROI is there and it definitely shows that that effort is worth it. Yeah, OK, I think it’s worth repeating, but I think, yeah, we’ve talked, we’ve been talking about personalization and segmentation for lots of years. Uh, I think gamifying. What kind of games do we have here? So, uh, your face lit up. I, I love gamifying strategies. I, I find them so fun. So I’ve been talking about a progress bar that is a really good example of a gamifying strategy, and what they are is just kind of again going back to that attention span. I mean we have an attention span. That is less than a goldfish. Like we wanna get that attention and make people give in that moment versus, oh, I’ll come back later. So what they do is they create a sense of urgency, they create a sense of community, and there are multiple different gamifying strategies that you can incorporate. Some of my favorites are a progress bar. Um, I was talking about a progress bar for matches that’s really good too, but another really great way to think about it is by impact. And so let’s say you are delivering meals you could do a progress bar for the number of meals you wanna deliver on that day based off of funding. And so it’s a really great way to motivate people like, OK, we wanna serve a million meals before the campaign ends. We’re at 500,000. Let’s keep this momentum going and it keeps people involved and feel like their sense of something they’re part of something. Um, another gamifying strategy I really like and love to see when orgs do it are challenges, and this is really helpful when you have those major donors come in and say, OK, I’ll, I’ll give 10,000, I’ll give 20,000, and you can find really fun ways to incorporate that, and, um, usually it’s like if this happens then we’ll get X, right? So if Y happens we’ll get X, and what that could be is, um, maybe you send out an email and you’re saying. OK, if we get another 100 donors in the next 100 minutes or something, then we’re gonna unlock another $100,000 in funding. And so they’re little challenges that you can do there. Um, I think they’re really fun to do, but you definitely do need kind of that that external funding there to kind of say like here’s the motivating pieces we’re gonna be able to do so much more if we get X amount of donors, X amount of revenue. You need that donor support that’s all lined up in advance, obviously. OK. All right, all right, games you’re keeping again like time critical urgency of urgency, let’s get going next, next 24 hours we’ve got this. OK, yep, anything else games, uh, yeah, so I also talked about price points briefly. I think those are a really great way to show impact, um, and those are, I mean, you talk to whoever you need to talk to your organization to figure out the cost of doing whatever it is that you do, right? In our case for an era we deliver meals, we provide youth with access to education and. Resources and so we also do a lot of health related programming so we’ll do price points that kind of are revolving around everything because for us giving Tuesday is an unrestricted campaign and so it kind of has to cover all the work that we do um and then the other thing I would say on gamifying strategies is you definitely want to layer them and so if you’re going to do. I, I would think about it like try to do more than one. So for example you’re doing a web pop up. OK, let’s get a timer in there that’s another really good one that I love is a timer for either a match at the end of a campaign. Let’s do a power match if you can and let’s get price points in there and so you’re doing more than one thing and they’re all going to help you amplify that message. A little caveat on gamifying strategies as much as I love them and as fun as they are to do, that’s not what’s gonna motivate someone to give, right? They’re meant to amplify your work and your message. They’re not meant to. To motivate donors, you know, it’s not gonna be the thing that somebody sees like a beautiful progress bar and they’re gonna think, oh yeah, that’s like I love the colors. Let me give like it’s not that, right? But it’s a really great way to kind of amplify that message of your work, sure, yeah, but you’re again, you’re creating the urgency, you’re having fun with it. Yeah, yeah, you have fun with it, create a sense of community. Yeah. Why wouldn’t I give $25 or $50 and if especially if my $50 becomes $150. Yeah, exactly. That’s the kind of psychology behind them. Yeah, yeah, alright, um. Organization or organizing your data? Yeah, so I think it’s, it’s really important to think about your CRM and how your CRM can work for you and doing a lot of prep work before. So I think about this in three different phases. The first is you want to make sure you have clean, reliable data. And this is specifically important if you are working out of a CRM and you have multiple outside sources of getting donor info. So like let’s say maybe you’re using like GoFundMe Pro for your donation forms and you’re using something else for events and you have a lot of things kind of funneling into your CRM, it’s a really good idea to clean that data before you run a campaign like this, specifically when we’re thinking about segmenting, right? Like you don’t want to send a first time donor email to a donor who’s been giving for 10 years. It’s like it’s really important that you’re cleaning up that data, making sure that you feel confident about it. And the second is prepping. This will look very different depending on the CRM that you use, but you obviously want to create the campaign in the CRM and then get those unique identifiers. So are they source codes, general ledger funds, revenue streams, you know, what else do you need to do internally to kind of make sure all of that is set up? And then the final piece of that is your reporting and analytics. I would recommend you look at reporting dashboards within your CRM and kind of find ways to visualize the day to day of set all those up before you even go live and then day of all you’re doing is hitting refresh and you can communicate that to your boss, to leadership, stakeholders, to your team, whoever else is involved that kind of wants those quick. Day to day, minute to minute updates and it just makes life a little bit easier and less stressful to your donors too and to your donors, yeah, if you’re doing bars and for SMS with them, yeah, here we are, our number 17 or you know, yeah, yeah, absolutely. OK, yeah, I see the value of the, the how important it is to have accurate data, cleaned up data, um, otherwise you’re gonna, you’re gonna make mistakes, you’re gonna you’re gonna missend to people. Yeah, OK. It’s not a good, not a good look. Yeah, yeah, and then you’re doing a lot of apologizing that kind of puts a damper on your giving day. Alright, alright, maybe we could lump together, well, no, uh, you’re you’re the one who developed the strategies. Who am I to say 4 and 5 go together. So collaborating with your communications and marketing team. Yeah, I mean we can lump them because it’s influencers and comms and yeah. I think we definitely lump so um with major gift offers I’ve talked about a little bit but I think they’re very helpful um if you’re thinking about matches which I would absolutely at least do one match for your giving Day because again it’s a really good motivator to get that momentum going to get people excited if you’ve never worked with your major gift officers before maybe they’re kind of a separate team entirely. I’m looking at an era that we’re all one team and they know I need matches for every campaign so we’re good there but if you’ve never done this before, I would recommend you talk to your major gift officers at least 6 months in advance because these types of gifts, they take time and they have their own, uh, you know, processes, their own pool, their own streams of different donors that they ask and for what and when and so you definitely need to give them some time to plan that out and look at their own portfolios. Um, and then of course you know, collaborate with them and talking about funding. How much are you asking for? You’re asking for 1020, 100k? You know what, what is that match amount? Um, and just kind of collaborate with them there. I will say though, one very important piece that kind of comes after the campaign is if you’re able to communicate back to that major gift officer how that match had an impact during your Giving Day, I think that that goes a long way. For their major donor, if you can turn around and say, hey, this power match that we published at 120 actually generated 400 donations and from, you know, X amount of different countries, all these people gave and they gave so much and kind of make them feel good about it, like send a little blurb to that gift officer so they can report back and make that donor feel really good about being part of Giving Day and motivating other people to, to join the cause. I think is a really nice stewardship opportunity. And um working with your communications team I think it’s gonna look different for every nonprofit just on capacity and structure but off the top of my head you wanna make sure that you’re working with them for your website and making sure that Giving Tuesday is all over your website you wanna think about website pop-ups, home page hero takeovers, publishing blog posts and stories. I also think it’s really important to, as we think about capacity is repurposing some of your content. And so if you’re already gonna do a save the date, you know, you could totally turn that into a blog post and they’re publishing on the website and nobody had to do anything but maybe a couple small tweaks, but now you’re increasing the visibility right versus just your email subscribers. Now everyone on the website knows, oh, this thing’s coming up and it’s, it’s on there, um, and of course I’ll talk about it in a sec, but obviously working with influencers I think is kind of the day and age that we live in right now and. Um, would be really something to, to think about if you can for, for the campaign. Yeah, we can talk about that. OK, great, yeah, so, um, huge shout out to Michelle Rodriguez. She is our social media manager and I’m like so in love with the work that she does. She’s, she’s phenomenal. We’ve done a lot of good work with influencers. Um, some things to think about when working with influencers is that you obviously want to find someone that aligns with your values. That doesn’t mean though that they need to align with every single project that you work on, every single component of your nonprofit, knowing that some nonprofits are really big and do a lot of big things across the world. A quick example for us is obviously we, we do a lot of meal distributions and so we’ll work with influencers who, um, will post recipes and are specifically focused on food related content and so it doesn’t mean that that’s all they do or that’s all we do but that’s where that um that that’s where that connection is and so when you can find that alignment I think is really important. The other thing to note too is you wanna make sure that they have the resources they need to post that collaboration or that content appropriately. So if you’ve got talking points, if you’ve got stats, if you’ve got other things that you feel like they need to share, or if you even wanna send them branding materials like maybe you wanna send them your logo if they wanna post their logo somewhere, um, and kind of make sure they have those talking points and and be a resource for them. Do you offer, do you offer all that up or do you wait for them because you don’t want, you don’t want them to think that you’re trying to. Influence what they’re gonna post that you offer it or wait for them to ask. We always offer, you know, at the end of the day they’re content creators so they know what they’re doing, but we’ll always offer like we can totally write a script for you if you would want that and we’ll work that out as a team. Um, usually they’ll say that they want talking points, and I think at the very minimum you want to provide talking points and just kind of offer up here are the three main things. Here’s what we’re doing for the project. Here’s what we’re raising funds for I think is the most like basic level stuff, um, and then, you know, some influencers are like, yeah, give me a script, and then they’ll use that as a guide and then others kind of say no I just need talking points and I’m good and you know kind of just depends on that relationship, but, um, you at the end of the day you wanna make sure you’re asking and being a resource because you know they’re posting content on your behalf you’re collaborating with them. And you want to make sure that there’s alignment with your brand and your mission but also giving them the flexibility to, you know, make it relevant for their audience too. Is there a way to, to influence what the influencers say? Like, if you want them to highlight specific. You know, uh, programs or something. I mean, you can include those in your talking points, but that’s really about as far as you can go, right? Or can you say it would, it would be great if you could talk about our program in Gaza? Yeah, absolutely, 100%. Yeah, 100%. I would approach influencers the way you would approach major donors. Like think about it in that, in that way of, of relationship building. You’re stewarding, you’re cultivating. It’s a partnership, you know, you’re kind of working on this together you’re hearing and you’re receiving feedback you’re also kind of guiding the conversation and guiding here’s what we really need to raise funds for here’s really the messaging of the project it’s all a conversation and it’s not kind of a a one way street. I think it’s you’re working on it together and thinking about them, you know, almost as an extension of your team during this campaign is as somebody that you can rely on to share the word and and be a resource and a guide. OK, so, uh, segmenting, gamifying, organizing your data, working with your major gift officers, your communications team, working with influencers. That’s the 6. OK, makes it sound easier than, uh, well, it makes it sounds easy. Sounds easy, um. All right. So, The, the, the, the value of these, you know, you’re, you’re trying to bring folks together, create that urgency. How? Going beyond Giving Tuesday, I guess, maybe, maybe we already talked about this, but I, I, it feels like it’s important because there are, there are agencies that don’t, don’t like Giving Tuesday. Uh, I’m, I’m not sure, I’m not sure why, but. You’re, you’re empowered to create your own Giving Day. You don’t have to participate in Giving Tuesday. Yeah, yeah, absolutely. All right, all right. I just want to make that explicit. You don’t have to participate if you’re, if you don’t, if you or your CEO don’t like Giving Tuesday, that doesn’t mean you’re locked out of Giving Day. Create your own Founder’s Day ideal like you suggested. 100%, yeah, I, um, and a quick note on that too is I think, you know, the benefit of Giving Tuesdays, there’s already a lot of branding in. Awareness, it’s a season of giving, right? Um, for us we use it as kind of a kick off to our calendar year campaign and so for, for an era it just it, it works but there’s also a lot of competition on that day, you know, a lot of nonprofits are sending out appeals, sending out emails, and so if you’re maybe a smaller organization or you’ve never done a giving day before, it, it, it would make sense, I think, to have that conversation of, OK, do we want to do something in the spring instead, you know, and we’re not competing against, you know, thousands and. Thousands if not hundreds of thousands of different nonprofits asking donors to give on this day and you kind of want a little bit more of a spotlight for sure, yeah, you don’t have, you’re not tied to Giving Tuesday, but I think if you’re, if you have the capacity for it and you can jump on that bandwagon, there’s a lot of benefits because people are in that mood. It’s right after Thanksgiving, you know, and everyone’s kind of like, OK, it’s time to give back. You can kind of, you know, lean into that emotion a little bit. They also provide a lot of resources, yeah, OK. Um, so what do you just have one other Giving Day besides Giving Tuesday at an era, you, it’s only one day. Oh, OK. How come, how come you haven’t branched out to another day? It just seemed to have worked. I inherited the campaign as it was, and every year I know strategies. Why don’t you do something in Q2? We could, I think, uh, we usually have one major campaign every quarter. So again, going back to the annual calendar, like it just seems to work for us, but, um, I mean they’re, they’re easy to do. They’re not as complicated, I think, as, as some people make it out to be, and hopefully I didn’t make it sound complicated right now, but um, you know, they’re totally easy. Easy to do and I think um definitely makes sense, but it’s it’s a case by case you kind of need to see like does it make sense for us? What day do we want to look at but for an era they they kind of work as that kickoff and um we’ll actually get a lot of new monthly donors from Giving Tuesday too so it’s a really great way to kind of kick us off for calendar year end and meet those really big targets that everyone’s kind of racing to on the 31st. OK, all right, so you’re not a hypocrite. here you are advocating Giving Day. And then you only participate in Giving Tuesday. No, you’re not, you’re not, you’re not. You’ve thought through it. OK. That’s Jackie, Jacqueline, Jacqueline Briseno, director of digital fundraising at American Near East Refugee Aid, Aera. Thanks very much, Jackie. Thanks for sharing, Tony. This was great. I’m glad, I’m glad you had fun. Thank you. And thank you for being with Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology conference. It’s time for Tony’s take 2. Thank you, Kate. It’s another tale from the gym. There was someone in this week, uh, visiting. He’s only here for 2 weeks. And this guy was orgasmic about oysters. He just could not say enough about how much he loves oysters. Uh, again, uh, as usual, not saying it to me, but I’m overhearing it. Uh, this was, this was a conversation that, uh, started while I was on the elliptical, and then it continued to, uh, when I went over to do my, uh, free weights over on the bench. This guy, uh, so he’s from Gloucester, Massachusetts. Born and raised in Gloucester, Massachusetts, uh, but visiting down here in, uh, Emerald Isle, North Carolina. Uh, so he grew up on New England oysters, of course, right? Uh, and Gloucester is a big, uh, fishing community also. Uh, and also I learned, uh, Gloucester is suffering, uh, it, it has been for, for many years because of, um, Uh, just reductions in, in costs of, of fish that, that people can sell it for and, and overhead rising, and then also, uh, now gas prices for boats, for commercial fishermen. So, Gloucester is, uh, Gloucester has been, uh, challenged for years and even more so, uh, right now, very very recently. So, but that’s an aside. The, the oysters, it’s all about the oysters. So there are a lot, many ways to cook oysters, uh, we learned. Raw, of course, which is, uh, his favorite. I did not catch his name. He did not, uh, I, I think at the very end, he said his name to the, to the guy who he’d been talking to for like 20 minutes, but I didn’t catch their names, so. Uh, but raw, raw is his favorite oyster, of course. Uh, you gotta shuck it and, uh, you know, you gotta be careful shucking it, etc. The shucking, it’s a very big deal about the, the shucking. You gotta have a sharp, uh, a sharp, I don’t know if they call them knives. I don’t remember what you call it, sharp, let’s just say a sharp shuck. You gotta have a sharp shucker, shuck, shuck, shucker or whatever. Uh, but then also steamed. He likes them steamed, does it on the grill. You can steam them directly on the grill, um, fried oysters, breaded and fried, of course, uh, and also grilled directly on, so you take the, uh, meat out of the oyster, you somehow you make sure it doesn’t fall down the slats of your grill, but he grills them too. Uh, so he steams them on the grill, that’s what you do that, of course, in the shell, naturally, it goes without saying. That’s steaming them in the shell and. There’s, uh, somehow you steam them. I, I, there’s gotta be water involved somewhere. Uh, he didn’t go into that. And then then also grilling is just, you’re laying the oyster out of the shell right on the grill, and how it doesn’t fall through, I don’t know. So your Massachusetts oysters now, of course, your New England oysters, colder waters up there, of course. So, uh, your Massachusetts oysters, you’re gonna get a, you’re gonna get a more briny taste. Of those, uh, New England oysters, versus your North Carolina oysters, uh, grown, raised, of course, in, uh, warmer waters, uh, naturally. It goes without saying, you’re gonna get a more sweet oyster. It’s common knowledge, common knowledge. Uh, at least I, I learned it, uh, just this past week. So, Uh, that’s, uh, that’s, uh, oysters orgasm. Uh, the guy was all about oysters. Oh, and the best place to buy the oysters down here, fresh oysters down here is, uh, he’ll, he goes about an hour away to a town called Beaufort, North Carolina. Uh, and I’ll shout out to Miss Gina’s. That’s where you get to where you gotta go. You gotta drive an hour to get good fresh oysters. There’s nothing within an hour of, of here. For high-quality fresh oysters. You, you, you just, you gotta go to Beaufort. That’s, that’s all there is to it. So. Oyster’s orgasm That’s Tony’s take too. Kate, Did you love your orgasm, uh, did you love your oyster’s orgasm lesson? That, that was a lot to take in. He seems very like knowledgeable. The man grew up, he’s born and raised on oysters. I, I don’t know. I don’t know if he eats any fruits or vegetables or anything else. I don’t know. He didn’t say anything, you know, we, this was not a full dietary conversation. It was related strictly to oysters. How they got on the oysters, I don’t know. But That that’s all, that’s all I overheard. Have you ever eaten oysters? Oh, sure. Oh yeah, raw. Well, and then there’s another way, he did not mention the, uh, oysters Rockefeller way, which is they’re, they’re baked with, uh, some cheese and herbs in the shell, they’re served on a half a shell, oysters Rockefeller. But he did not talk about that, so that’s why I did not mention that. But, that’s, that’s the way I’ve had them. Raw and Rockefeller, I’m, I’m not sure if I’ve had them other ways. I can’t say I’ve ever tried oysters, but you’re gonna have to put that on the menu for the summer. That sounds very good. OK, well, you’ll have to see now if you, you know, uh, raw oysters are very, uh, slurpee, and, uh, Uh, there’s another word for them. I, I can’t think of the word I’m trying to think of right now, but, uh, they’re, they’re, you know, they’re watery and, uh, you, you, uh, I could see, I could see someone being grossed out the first time. He’s slurping it out of the shell. Have you ever had clams on the half-shell? Cold, uh, fresh clams? Yeah, yeah. Slimy. Slimy is the word I was looking for. They’re a little slimy in the shell. You might not like that. Uh, and also I am not going all the way to Miss Gina’s in Beaufort. We’re gonna get, we’re, we’re getting the oysters right here. We’re, we’re not leaving the island, going an hour to get oysters for, for, uh, for, especially if you think they’re just slimy. Yeah. But We’ve got Fu but loads more time. Here is biases in prospect identification. Welcome back to Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology Conference where we are all assembled in Detroit. My guests now are Sarah Marcotte and Katherine Scott. Sarah is senior specialist data steward at Sick Kids Foundation in Toronto. Not far from where we are in Detroit, well, like 4 hour drive or so, but not far, uh, relatively, and Katherine Scott, director of prospect management and research at Princess Margaret Cancer Foundation, also Toronto, did you say? All right, both Toronto. Welcome, Sarah. Welcome Katherine. Thank you for having us. Pleasure. It’s a pleasure. Your topic is biases in prospect in identification. Broaden your pipeline and approach. Katherine, would you, uh, just give us an overview of the topic before we get into some detail? Of course, so, uh, biases are something that Sarah and I have always been interested in how they impact our work. We’re both in prospect research, uh, fields where we’re interested in how data is collected and disseminated and how we use it and when we’re building our pipelines and identifying new prospects for our organizations, all our, our tools are. Uh, vulnerable to different types of biases that can impact the outcomes of our findings and our ultimately our fundraising activities, so we really wanted to look at different types of biases and how they impact and express themselves in different types of work that prospect researchers do and then develop some mitigation strategies to help us um find pathways forward to ultimately raise more money and welcome more donors to our organizations. Awesome, that’s a great overview. Thank you. Um, let’s turn to you. I love Sarah Catherine. I don’t know, you sound like, like Irish Catholic, uh, Catholic little girls in an Irish Catholic school or something, Sarah Catherine, Marcotte Scott, we got rhyming, we got Sarah Catherine’s good, OK, um. Sarah, let, let’s, uh, let’s talk about some of these biases. Let’s call them out. Let’s identify them. Let’s, let’s be frank. What, what kinds of biases are you too concerned about? Well, I mean, like the thing with biases is that, um, there are so many, it’s such a huge topic we really needed to narrow in our focus. So what we focused on in the presentation was just looking at what we had found sort of is more common in when we’re doing prospect identification. Um, and that are the ones that we identified as seeing most strongly to affect the prospect identification and pipeline process is, um, we looked at unconscious bias, ones that we can’t really get away from, um, just things that, uh. You know that your brain naturally turns to like we we look for people who look like us we look for people who look like us like other prospects look like other prospects exactly that’s sort of all the way down and um things like confirmation bias so again that we’re looking for people that we already know that we know that they look like they know how they act um we are looking for evidence that supports that. Um, our selection bias, so again, you know, if we’re looking at identify selection bias for us, yep, so, uh, that we want a sort of a preset group that we’re gonna look at that group and we’re just gonna keep on focusing on that group because they again they appear the way that we want them to appear that we expect them to appear, um. Availability this comes up for researchers in particular because you know we have a certain set of things that are available to us for our resources um and especially if you’re crunched for time you’re not going to be looking beyond those resources you’re gonna look at what’s available you’re not going to be digging deeper it’s easier it’s easier. So and there’s nothing wrong with that. This is how our brains deal with information. We have so much information to deal with and to process every day. Our brain takes shortcuts and those are biases, but sometimes that can be harmful when it’s creeping in into how our, you know, we’re processing our work and how we’re finding our donors and our prospects that we could be overlooking people or we could be approaching our, uh, donors or our beneficiaries in a way that is harmful. So it’s just a way of stopping, thinking about it and seeing where we can sort of pull back and think a little bit differently because we’re never going to entirely get rid of any of our biases. We just have to be able to acknowledge where they are, um, and where we can sort of. Get around them or mitigate them slightly or just call them out where they are. OK, are these the, these are the sole biases that you focused on your selection and confirmation and availability? That was pretty much what we, yeah, we focused on those, but again there’s, you could have an entire, uh, an entire presentation just looking at the types of biases that people have to face. OK, well, we’ll, we’ll, we’ll focus on what you, you, you, you talked about, um, and how, how are these detrimental? Well, let’s, let’s stick with you for a moment, Sarah. How bad prospect identification, just to make it clear how this is detrimental to, to nonprofit work. I wouldn’t say that it’s entirely detrimental. It just really narrows the focus on what you’re looking at. Well, we’re not, we’re not gonna be maximizing, we’re not maximizing our, you know, what’s available to us fundraising, volunteering, exactly calls to action, yeah, so you know, if you are looking at something like, um, the one thing that we brought up and we discussed was RFM scores, so recency frequency, um. Monetary, yeah, thank you. Catherine comes in monetary thank you, I appreciate that, um, because I always, I get so used to saying the acronym. I forget what the acronym means. Thank you. Well, we have jargon jail on nonprofit radio, so I would have called you out if you hadn’t you appreciate that hadn’t defined it all, but that’s recency frequency and monetary, yeah, so that is looking at, um, it’s, it’s looking at people who already. Are donating to your organization, it’s a great marker of interest and it’s a great marker of being a prospect. Yes, we should be involving those people, but then if you keep that too narrow, if you’re only ever looking at the reasons like the RFM scores, um, you’re only gonna be looking at those people who already know and love you, and they’re not new prospects. They’re not sort of branching out into other. You know, other communities, other ways that people could be involved, it’s just, it’s limiting your viewpoint in a way that, you know, it doesn’t necessarily, uh, help you overall. Catherine, you wanna add to, to, uh, the, the, the, the potential impact? Yeah, I think like when we talk about prospect identification we use a variety of tools as much as we can and sometimes it’s, uh, you know, do it yourself, uh, program of data analytics and sometimes it’s very sophisticated but regardless you’re pulling information, you’re pulling data from your, uh, maybe your database or from an external database and we know that. There are biases built into those and then we’re using them to uh tell us things that we already know and so we want to make sure that we’re pausing and saying, OK, we already know this we’re finding this other new thing what are we missing? What can we look at to bring in other volunteers, uh, other donors, other types of engagement? The, the other risk that we run into is that we, because we’re using. See, um, models or analytical tools to tell us things that sometimes we already know is that we tend to ignore things that we don’t know or that we disagree with and then we don’t act on those we’re not maximizing gifts. Um, one example, uh, again using recency frequency monitoring monetary value is I worked at an organization and we discovered that in fact the date from 1 to 2nd gift was quite short from. Many of our donors, so it’s really important for us to take action and ask for a second gift quite close to the first gift, which went against what, uh, many of us working major gifts felt was the truth. We thought, well, it takes 18 to 24 months to close a major gift and in fact what we were learning was that no, we need to ask for that second gift right away. So once we do that, we’re informing our own systems which are going to again inform other um. Analysis and so we, we would have been missing out on a lot of money frankly if we hadn’t just, you know, challenge ourselves to look at our data in another way and challenge ourselves to um question some of the assumptions that we were working on. OK, uh, Catherine, let’s stay with you. Uh, what, what are, let, let’s transition to some of our methods for stepping away from these biases so start, you know, mitigate them as, as, uh, Sarah had said, right, so it can be. Quite daunting because if we start to think about all the areas where we might be missing information or we might need to address it, it can, we can end up being sort of paralyzed by fear for example, if you’re in a multilingual place, um, you might be missing out on opportunities to engage with, uh, donors and prospects and potential volunteers, uh, due to a language barrier but maybe it’s not feasible for your nonprofit to be able to operate in multiple languages so. That that’s not a reason to give up. We just need to accept that there are some limitations and if we mark those out in our documents and in our processes and if we acknowledge them, then that gives us a chance to come back and revisit when there is an opportunity. For example, um, there are tools that are coming out, uh, using AI which allows us to have, uh, engagement in multiple language much more seamlessly. That might be something you’ll be able to use one day. For now, you just know that you’re, you’re missing out on this part, and you can address something as a prospect researcher. Um, my default language is often English. My, uh, default, uh, regulatory environment for myself is usually Canada. Uh, so these are all impacting my ability to do research, what resources I’m avail are available to me, and what. Kind of output I’m gonna give additionally, if I’m really crunched for time, I’m not gonna be as thorough, uh, and maybe I won’t have a chance to use multiple methods to verify information um that’s confirmation that speaks to confirmation bias as well. So I think that the important part is that we acknowledge where some of our gaps are and try at least one mitigation strategy because we know we’re already moving the needle. And we’re further ahead than we were before we started all this. OK, yeah, the, the first step to redemption is acknowledging, right, calling out your document and ideally take a small step, but at least now you’re conscious, conscious of your bias, yeah, yeah, yeah, Sarah, you want to add more to we, we, we have plenty of time to talk about mitigation, mitigate how to reduce these biases. Yeah, well, I think like I said, um, I think one of the most important things that. You can do is to start just by acknowledging is a sort of looking at your organization and what you’re doing and then also determining is like are we in a place that we can actually tackle this and look at it and you know devote the time to it because it is time consuming it is very daunting, um, and there’s not always the appetite or the capacity to take it on. But it’s an important conversation to have. It’s important to start. So I think that starting and being thoughtful and being intentional, um, is a great way to start and just to start, you know, thinking about your data collection and what you have and what you don’t have and who you’re approaching and who you want to approach and just be aware of, you know, the, the people that you want to be engaging with. Are you talking to them? And if you’re talking to them, are you listening? Because sometimes our donors are telling us things, but you know, it doesn’t fit with the narrative that we want, and so we don’t want to engage with it. That’s our bias again, again, that’s our, you know, that’s the bias that we’re coming from. Your session, you had some polls and quizzes. We did. What did, what did we learn from the polls? Let’s start with the polls. What, what, what were you polling about? Anybody? Um, we really wanted it to be sort of a way to get the, uh, get to get the attendees engaged just because, you know, so you go to a conference and sometimes you just end up sitting and you don’t have an opportunity to sort of lend your voice to something and so we just wanted to sort of understand where people were. Um, one of the things that we asked was, you know, are you talking about biases at your organization? Is this something that your organization has appetite for? And it was, it was split. It was about 1/3 and 1/3 and 1/3. Of being absolutely not, um, kind of, and yes, but we don’t quite know what to do about it. Oh well, there were that makes sense. The last third is definitely in the right set. Well, all 3, all 3 are in the right session, but yeah, OK, well that’s more encouraging than I than I would have guessed, OK. And then, um, there was one where we’re asking sort of, you know, what does your organization need to tackle the problem, and you know, the biggest one is always time. No one has enough time. We don’t have enough time for everything, for anything really. Um, you know, if we could make more time. But I, there’s like, you know, but that was the main one. It wasn’t that, you know, the organization isn’t interested or, you know, we don’t have that problem. It was just like, no, we acknowledge that we wanna look at this. We just don’t have the time for it, so it’s good. Um, we also found that, uh, when some of the questions and discussions came up after the polls that people were clarifying where they stood, and it seemed that sometimes the way we approach a data problem, uh, just by switching our language around can make it seem a lot more manageable, so we were. Talking about how important it is to reach out to new prospective donors, um, especially for the major gift officers and people sort of saying yes, but how do we, how do we do that because everyone’s so busy and they want to do what’s comfortable to them and I suggested let’s stop calling them cold prospects. If someone has given to your organization or been involved in your organization, they’re not cold to you they’re very warm to you you may not have personally interacted with them, but for me that’s something I’m trying to do is step away from language like that person’s cold, that’s a cold prospect, that’s a suspect to their prospective partners for us or they might be eligible to upgrade their giving even even prospect. I’m not too keen on them. I I do use the word. Prospect, but I like potential donor better than prospect. I still use prospect. I’m not, I haven’t banished it from my vocabulary, but I don’t know. Potential donor just sounds nicer and, and donor sounds better than constituent and that’s like a dehumanization or depersonalization, and that was actually one of the questions that came up was, um, someone was calling us out on the use of prospect because she said if someone is given to your organization, they’re not a prospect, they’re a donor. And a prospect for another level of giving or a planned gift, but then, you know, that sort of like takes you back, like, you know, it took me a little bit aback because I’m so used to thinking about prospects in a certain way because our organization treats sort of everybody as a potential prospect and it doesn’t matter. If you’ve already given at a quite high level, you can still be a prospect for more giving and so then it’s just sort of a question of, well, OK, then you have to take a step back and then talk about what the organization’s expectations are like what counts as a prospect? like how are you defining that and how are we talking about it? Anything more from the polls that you you learned before we turn to the quizzes? Polling. No, the polling and the quizzes were they’re kind of mushed together. We didn’t do that many. It would have been nice to do more, but, uh, we were hm. I wouldn’t say uh limited in our abilities. You’re limited in time, limited in time, yes, perennial subject. So alright, well, what about some of the questions that came from, from the audience? What did you learn or what, what stuck whether you learned or not? What, what stood out and folks were asking about? We had some really good questions. We have some good questions. Share some so we one thing we weren’t sure who, uh, who would be attending the session if it was going. Going to be, you know, um, fundraising consultants, uh, major gift officers, people who work in fundraising, database administrators, and I think we got a bit of a mix, so that was nice. That’s partly why we wanted to have, uh, some of the polls so people would start engaging with us and we could find out a little more about them. Uh, generally speaking, the audience was like quite, um, data minded I would say, uh, they like to use their data sets, but, uh, all of us. I think our biases were revealed at some point in the discussion, and I’ll say one of mine was very clearly as a Canadian and uh it was actually um it’s quite an emotional comment um we were talking about being in healthcare organizations and one of the discussion points we had was that when we’re in healthcare organizations we have to be really mindful about what type of information we’re capturing and keeping in our databases and what’s necessary. Versus um uh what is it nice to have and and how we can uh have a plan for our data. So for example I work in a cancer foundation. Sarah works in a children’s hospital you know people have different experiences with their care, uh, and people have different comfort levels in, um, discussing publicly what their uh care experience or disease experience was, um, and someone pointed out, well, what about when. Um, you’re, you’re, uh, potentially asking someone, uh, for a donation, and they were personally bankrupted by the care, uh, that they received, and that caught us quite by surprise and we realized we really had our own biases as, uh, residents of a, a place with. Socialized medicine, um, it had never occurred to us that someone could be bankrupted, uh, by their health care, so, um, that really caught me off guard and, um, it made me realize that I was quite, uh, unaware of a quite significant bias in my own presentation. Oh, and I think too because we were talking we were saying how careful we have to be because we have different privacy laws and so when we are, we’re, we’re in the hospital sort of setting, we don’t get grateful patient data we do not get that right from the hospital so we, so we learn of the connection and then we have to code it in a very, you know, we try to be very respectful in terms of how we code it like we do not get the full picture. Um, whereas the question was just, OK, but you have to do a wealth screening when you get the grateful patient information because otherwise you could be asking folks who really cannot be asked, and I thought, woo, that really made me step back. It really did. Um, so yeah, we, but we did acknowledge that in all of us, uh, all of our organizations will have different, uh, regulatory data, and then also our organizations this came up in the question organizations serve different populations, so if you’re in a health care organization, maybe your, um, best perspective donors are patients and their families, um, and you know, maybe when I’m looking at say, uh, racial gender or age biases in my own data. I want to maybe make see that our volunteers, our, uh, donors are reflective of the communities that are served by our cancer center neighbors next door. That being said, if I’m, uh, working for an international humanitarian agency, the beneficiaries of the care are not going to be our prospective donors. They do not live in our country where we’re doing our fundraising and are unlikely to have that kind of wealth, um. So you know maybe we we don’t need to reflect our beneficiaries, but maybe we do and how we collect those data points is gonna be really sensitive and so we just have to be very mindful as we approach it and have a plan for our data and be quite honest about what we’re what we’re doing and how we’re doing it and what we’re using it. For was there much conversation about the wealth screenings? There was, um, and, uh, one of the questions was, well, do you say that we can’t do wealth screenings? He said, well, yeah, no, we, you can’t get away from wealth screenings. You have to do something and you have to do RFM. Like we’re not saying you can’t do. You know, the things that these are the tools that we have available to us. They are the best things that we can work with right now, um, just again, but just be aware of what you’re using and how you’re using it and be aware of what kind of biases are built into it. So like a wealth screening, a lot of it is going to be dependent on, um, you know, lots of assumptions, a lot of assumptions, a lot of assumptions about what counts as wealth, um, you know, uh, a lot of it is based on sort of your, your home value. Um, and, and the location, and then we were saying, you know, in Toronto the real estate market is out of whack. It doesn’t make any sense. Um, my home valuation is, uh, quite inflated, um, in terms of what the home actually is, and so if you’re only going through that you would get a very different picture of, um, you know, of me as a donor, um, Catherine has a pretty good example, um, from. Yeah, from Saskatchewan, so I have a house in Toronto and I had a prospective donor in Saskatchewan, uh, and our house values were tremendously far apart because my house in Toronto, which was my only house, this, this, um, individual’s primary residence was in Saskatchewan, which is a rural, more rural province. Uh, it was in a rural area outside of, uh, sort of a mid-size city in Saskatchewan. And so if we went by home value and again in in Canada because of our regulatory environments we can’t quite get to the household level wealth data that we can here in the US but um it goes by by postal code or which is the equivalent of the zip code here and uh because of that he he and I appeared very differently in a wealth screen based on postal code uh as. Potential prospects, but, uh, I was not the, the correct person to be asking for a $100 million dollar gift. So with that in mind, you know, and then we also acknowledge that when we’re working on wealth screenings we’re making assumptions about, you know, we’re looking at household level data we’re looking at, um, you know, uh, uh, an assumption of what a household is and then also there we know there. Systemic and long standing historical um impacts on who lives where in which neighborhoods have the highest value that are you know that we can’t unpack and we can’t untangle them all in a prospect identification exercise but we just need to be aware and then we have to challenge ourselves so that when we’re presenting lists of um prospective donors for say our major gift partners to reach out to. Um, that, that we have, uh, a variety of tools to say, no, uh, I know that this didn’t come up in the wealth score this way, but actually this is a, a, a really good potential partner for us, and we think you should reach out, and here’s why, and it might not be easy to reach out to someone or there might be a language barrier or there might be a cultural barrier or just an availability barrier. And it makes it harder to reach out to that person so of course the major gift fundraiser is gonna be biased towards which someone else is gonna answer their call, but we have to tell them that no, in fact this is, this is, uh, someone who could be a uh an important philanthropist and they might not look like what you imagined your best prospects would look like, but, but that’s why we’re here we’re here to suggest new people to you. I’d like to end right there. That’s ideal. All right. That was Catherine, that was Katherine Scott, director of prospect management and research at Princess Margaret Cancer Foundation, and with Catherine is Sarah Marcott, senior specialist, data steward at the Sick Kids Foundation. Sarah, Catherine, Sarah Catherine, thank you very much. Thank you so much. Thank you very much. Thanks for sharing. It was a pleasure and thank you for being with Tony Martignetti nonprofit radio coverage of the 2026 nonprofit Technology conference. Next week, confessions of nonprofit social media managers. And convert your member website into a thriving community. 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 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. 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