Nonprofit Radio, May 18, 2012: Causes.com & Five Words To Better Fundraising

Big Nonprofit Ideas for the Other 95%

Listen live or archive:

My Guests:

Susan Gordon
Susan Gordon: Causes.com

Susan Gordon, director of nonprofit services at Causes.com, shares how this resource for charities (and individuals) helps draw people to your work through action campaigns. The site is smart, easy and free.

Jen Shang
Professor Jen Shang: Five Words To Better Fundraising

Jen Shang is a professor at the Center on Philanthropy at Indiana University. She’s a philanthropic psychologist. Her research found five words that can raise your telemarketing revenue.

 


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Here is a link to the audio podcast: 092: Causes.com & 5 Words To Better Fundraising.
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Welcome to tony martignetti non-profit radio on friday, may eighteenth, twenty twelve i’m your aptly named host, we’re talking as always about big non-profit ideas for the other ninety five percent. My thanks to nora simpson, the host before me on dh congratulations to her for her inaugural show creation nation. You’ll hear her noon to one here on talking alternative and also my thanks to delphine blew at w b a i fm here in new york city. I was just on her show between ten and and noon her show is shocking blue on w b a i which you’ll find at wgbh dot or ge and we were talking about fund-raising and we got her ah, good gift, good pledge thousand dollar pledge while we were on so my thanks to delphine for having me on her show, i hope you were with me on my show last week because i’d be deeply hurt if i found out that you had missed budget building basics and what to do when the donor dies. Budget building basics was with paul connick stein of mission first finance, and he had five steps to construct a budget your critical financial and program planning tool we also talked about how to use your budget throughout the year and what to do when the donor dies. That was aviva schiff, aviva benwikere. The legal notice is staring at you, telling you that a planned e-giving donor has died. Now what? Aviva is senior consultant at the sharp group, and she answered that question this week causes dot com susan gordon, director of non-profit services at causes dot com shares how this resource for charities and individuals helps draw people to your work through action campaigns. The site is smart, easy and free. Five words to better fund-raising gen shang is a professor at the centre on philanthropy at indiana university. She’s a philanthropic psychologist, we’ll talk about what that means. Her research has found five words that can raise your telemarketing revenue between the guests. It’s tony’s take to what i believe i have two very strong beliefs that motivate this show and all the content i create for non-profits and i’ll talk about those you want to join the conversation on twitter use hashtag non-profit radio we’re monitoring it here in the studio right now we take a break when we returned. I’ll be joined by susan gordon, and we’ll be talking about causes. Dot com, stay with me. They didn’t think that shooting getting ding, ding, ding ding. You’re listening to the talking alternate network to get me anything. Good cubine money, time, happiness, success, where’s, your breakthrough join me, nora simpson, as i bring you real world tools for combining financial smarts with spiritual purpose. As a consultant to ceos, i’ve helped produce clear, measurable financial results while expanding integrity, passion and joy share my journey as we apply the science of achievement and the art of fulfillment to create breakthroughs for people across the world. The people of creation nation listened to norah simpson’s creation nation fridays at twelve noon eastern on talking alternative dot com. Are you stuck in your business or career trying to take your business to the next level and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three that’s to one to seven to one eight one eight three the conscious consultant helping conscious people be better business people. Dahna you’re listening to the talking alternative network. Oppcoll welcome back to big non-profit ideas for the other ninety five percent. My guest now is susan gordon she’s, the director of non-profit services at causes dot com causes has over one hundred seventy five million users, twenty thousand non-profit partners and thousands of active collective action campaigns. She’s worked as a political organizer, communications specialist for women’s non-profit in cambodia and leader of a rural youth organization in new hampshire on twitter, she’s at susan gordo geo audio at susan gordo and i’m very pleased that causes dot com and her work there brings susan gordon to the show welcome, susan. Thank you so much, tony. Great thanks for having me on. Oh, it’s, my pleasure to have you i’m glad you’re with me. Um, tell us generally about causes dot com for people who don’t know absolutely so causes dot com is a platform where individuals and activists and organizers and non-profits of all budgets and sizes and issues can come to have the best online tools to run action campaigns. So we’ve been around for about five years now as a facebook application, but we’ve actually built out our own platform that lets individuals come on to our site create action campaigns, whether their petitions or pledges or video campaigns, or all of them, uh and get people involved through facebook through twitter and increased their supporter base and get more people taking action. And this is for not only organized charities, but also individuals, right? You said activists, absolutely yep, anybody can come on our site and create an action campaign, so we’ve had some of our best campaigns come from engage non-profit supporters non-profit employees and people who aren’t involved with organizations at all and just have a passion to see change in the world. They’re all about engagement, and we’ll be talking about that. What? What are what are action campaigns when you say that? What do you mean? So basically we wanted to create a way not just to have a community online, you know, we’ve been working on that for a long time. We’ve had over one hundred seventy five million people joined cause communities, but what are really benefit is for organizations and for organizer’s is to be able to get these people on line to take action, so we wanted teo, you know, we realised that to create riel change. In the world, we need to engage people on a different level and get people taking actions that you create a ladder of engagement. So maybe it’s a really easy online quiz at first, but you take a quiz, you watch a video, then you sign a pledge, and then maybe you move up to something like a petition or a fundraising campaign. But we realised that you really need to have that whole ladder of engagement for teo, bring people in where they are and then move them up to more impactful actions. So on causes, we have nine different campaign types, so you can just come on our site, create a cause and what you have the ability to do is post different types of action. So, as i mentioned, we have pledges so a pledge not to text and drive or a pledge to stop smoking. They’re our petition. So whether it’s ah, you know, local business or you know the government, you can create a really easy online petition and sway decision makers. That way there are storytelling campaigns where you can ask people to upload photos and videos around a certain topic. There are polls. Quizzes, video and photo campaigns where you could just engage people through, you know how many, you know, simple statistic like, you know, what’s, the most common type of debris found on our beaches today? Teo, you know, polls what? You know what? What campaign should we focus on for the next year and gather you no feedback from your supporter based so there’s all these different campaign types, but it makes it really easy to create a different types of online action campaigns around whatever campaign you’re trying to run, and these can be very cleverly used to also inform as well as to gather information. I saw one that said what? I don’t remember what the cause was, but what bothers you most, and there were some things about there were some stats about vehicles that i think four out of five parents don’t use car seats correctly or on there was something else about maybe texting and driving. And so it’s it’s a poll that sounds like a simple pole to mae could be used as information as well a as education as well as gathering information back exactly, and we found for particularly for a lot. Of small non-profits you know, they set up a facebook page or a twitter handle, and we’re you know, they reached a certain point, a kind of plateau of how many people had, you know, just sort of find up to receive messages from their organization, and they’re really looking for a different way of of engaging people and it’s not just about, you know, sign up for my facebook page, it’s really, about how do i get more people to come together around the issue that i’m working on? So maybe they’ll get connected to your organization through a simple pole or a quiz about the issue that you’re working on, so it really helps kind of break out of that just sign up for us to sign up for us and really allows non-profits, too, build a community and build support around the issues that they’re working on, and then whether it’s a fundraising campaign or it’s a petition, you know, signature drive, you’ve got you brought a whole new audience people in through the work that you’re doing, and we found that it’s a lot easier for a lot of small organizations to find new people that they may not have been connected to before, but that are really interested in the issue that they’re working on you mentioned earlier the latter of engagement, which is essentially what you’re what you’re describing, wei have just about two minutes before our before ah break what you say little about storytelling as an action campaign. What do people do around that? Yeah, so great example is actually if you go to causes dot com slash bully stories it’s just an example of how one organization is using this this feature, but basically we built a really easy technical way for you just to create you say post in action share stories, and you ask your members teo, to share stories, and they can upload videos and photos and stories on a topic that you asked them tio and so for this example on the bully project, movie was looking for a way to get people to share their own stories, that they were putting a lot about a lot of content, but they wanted their supporters and sort of people interested in the movie teo upload their stories of how they’ve been bullied or their messages of support for people who had been both and i can tell my makes it, you know, they just send him to cause the dot com crash bully stories, and we make it really easy for people to record videos on their computers or to upload photos or just type in a story. So that’s, one way that it’s being used is it was sort of motivated by this ninety nine percent tumbler blawg where you had people holding up signs that say, you know, i stand with the ninety nine percent, so it makes that type of campaign really easy, but also we were really interesting campaigns that conf fit right with whatever you’re non-profit is doing so let’s say, you’re doing a campaign to get more people to go into the national parks with kids. Well, you could create a storytelling campaign that just says, you know, upload a photo of yourself in the park and will, you know, give a prize toe one random person that uploads their photo so it can be sort of a way to either, uh, see evidence of people taking action or doing a really simple, you know, hold up a sign and support campaign. Or it can be a real storytelling campaign. So whether it’s police think, how is this hospital affected your life? Or tell us about your experiences with the disease or tell us, you know, give us your message about why you want to stop big oil, whatever it is that makes this storytelling sort of gathering content from supporters is an user generated content really easy. Okay, susan, we have to take a break when we return. We’ll susan gordon, of course, is dot com will stay with me, and i hope you do, too. Talking alternative radio twenty four hours a day. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. Hi, this is second medium betsy cohen, host of the show. The power of intuition. Join me at talking alternative dot com mondays at eleven a. M call in for a free second reading learned how to tune into your intuition to feel better and to create your optimum life. I’m here to guide you and to assist you in creating life that you deserve. Listen. Every monday at eleven a, m on talking alternative dot com. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed hi and montgomery taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com this is tony martignetti athlete named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas, and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting. Hey, all you crazy listeners looking to boost your business, why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com if you have big ideas and an average budget tune into the way above average tony martin. Any non-profit radio ideo, i’m jonah helper from next-gen charity. Welcome back. I’m talking with susan gordon at of causes dot com, and we’re sharing this resource with you so that you can become acquainted with it and start your own action campaign or campaigns on causes dot com susan, i saw one organization, lgbtq rights, as about twenty, five hundred campaigns. Yes, we have a wide a very, very wide audience of those organizations and organizer’s that are using our tools so you can create as many action campaigns as you want. And so it’s really exciting for aa lot of orga ruminations who have been either building intense, really expensive micro sites or paying developers to come up with a lot of really unique, different types of functionality into their web site to be able to just have a free resource that comes on and you can create these beautiful online pages that are incredibly engaging and then pushed them out through facebook through twitter, through your email list, wherever your supporters are it really we’ve got a lot of organizations that have been creating a lot of different campaigns and and frequently creating lots of different types of actions that plug into all their different campaigns, so let’s talk about how a charity gets started. I know that one of your precepts is that this be simple to use, you don’t have to be technically savvy in order to in order to set up at causes dot com, how does the charity get started? Absolutely so you just go to causes dot com on when you go to that site, you’ll be able to see some some examples of of other campaigns that people are running just to give you an idea of what these things look like and how it works. But you just go to causes that common at the top, uh, you’ll see a button that says start a cause, so if you don’t have a cause already, it takes about two seconds to create, and it basically just gives a sort of campaign hub or a kind of community page that you can post all these actions. Teo so once you started cause, you’ll see a big button at the middle of the page that says post in action, and when you click that it will give you all of our different action tights. And so those are the nine those the nine different types of activities exactly. So you just click post in action, then you’ve got your options for pledges, petitions, video campaigns, etcetera on dh soon you’ll also be ableto at the top. Just either start a cause or just post in action directly, so if you don’t want a community page, you don’t want multiple actions. You just want to start a petition. You’ll also be able to do that too. Okay? And associated with your action campaign there’s a way of people finding mohr information about your work. How does that work? How do you send people elsewhere? That’s a great, great question. So on the page itself so let’s say you have a pledge or you have a quiz. And through taking the quiz you don’t just want people to know about, you know, the you know, whats that statistic about, you know, child safety you really would like them to tow. Connect with other resource is in a part of the bigger campaign. Well, there are a couple ways to do that. One is to include more information. Write on that page itself so on, sort of the information or more info section of the quiz. But the other thing that cause allows you to do is post an update. Everyone who’s taken an action so let’s say you get two thousand people to take this action about child safety. Fantastic. There will be a big button on that action that says posting updates and it allows you to actually email to people’s personal email addresses on update to the action so you can post one, you know, week after they take it that says, you know, thanks so much for taking our quiz about child safety. Now will you sign our petition to lobby the government to make new laws about this topic and so you can plug your next action or tell them how else they can get involved? Whether it’s volunteering or attending an event just connecting with you in different ways, you can post an update to everybody who take that action, send him an email and say, give him an update on how that’s going, but also howto how to take other actions with your organization. And this is all done through the site, right? Exactly. Yes, we built out a whole e mail system, so it makes it really easy. Okay, so somebody does not have to be an email programmer or an html programmer to have this these very robust tools, right? This is this is very simple, absolutely up. You’ll see on every action page a button that says post an update, you just type it in and we’ll email it to everybody. Who’s taken that action for you. Okay, okay, you also have integration with twitter and facebook. What did you say little about those? Yes, well, our facebook integration is actually what made causes works so well. I mean, we have individuals who, you know, are college students that create campaigns. One of our favorite examples is a is a medical student named eric ding who was really passionate about cancer prevention and was getting some of the deaths, cancer research, access to this incredible research by being at med school, but he wanted to share that with a larger audience, and so he wanted to gather people together and then to be able to send them this great information about cancer research. So, again, not your sexiest topic it’s something that in the past, a lot of research organizations and hospitals have struggled with how to use social media, but eric just came onto our site, created a cause, called the campaign for cancer prevention and went out and tried to tell all of his friends about it, and he posted them, posted it on flyers and break rooms, and he told his friends, and he e mailed his aunts and uncles, and he called his parents and said, you know, join, join this online community, and we’re going toe i’m gonna send you some really great information about cancer prevention, and through our the facebook integration on causes is really how his movement grew. So he recruited three hundred seventy two people to join the cause, and they recruited their friends and they recruited their friends and they recruited their friends, and eric now has six point one million people in his car that’s incredible that’s another thing i don’t really he got three hundred seventy five directly and then over six million through through those exactly that’s incredible, the way that that works is that we have plugged in ah, an incredibly deep facebook integration with all of these actions. So basically, whenever you sign a petition or you take a pledge or you take one of these quizzes, it’s automatically getting sent to your news feed. So when your friends signed onto facebook, they see, oh, susan just took a quiz about child safety laws. Ah, and they can see and take the quiz as well. So that type of integration has been incredibly important to getting more people to take the action that you posed thie other part of that is that we actually give you a list of all your facebook friends and say, now that you took this quiz, which of your other friends do you think would want to take the quiz to? And so you can just click and, you know, pick any of your friends on facebook and when you click, okay, you can type a message, and that invitation appears right on their facebook profile, so they find into facebook they get a buzz on their smartphone there’s a ton of ways that they’re going to go back to their facebook profile. See, oh, tony, you know, just sent me this quiz. I wonder what it is and then find out about it as well. Now i have to tell you on tony martignetti non-profit radio we have a full disclosure policy. Are you being personally enriched by the facebook initial public offering today? No, i’m not your not your, not your not okay, so it doesn’t matter to you what the share price of what the facebook share price closes that today exactly causes a completely separate company from facebook, so has nothing to do with it, and we’re actually just building on the place the facebook platform okay? And you personally or not being enriched, i am not ok, ok, good. Alright, so say more about facebook and twitter integration, please. Yeah, so so basically this way, the two sort of sites of facebook integration, which is one when you take the actions it’s being posted to your facebook news feed and then the second is that you can send the invitations right to your friends through facebook and it appears on their facebook provoc girl, these two types of integration have been the way that these these actions have been spreading, so the reason that eric was able to get six point one million people to join his cause was that, uh, was through these sort of friends telling friends, telling friends and we at causes have made that incredibly easy. And so for a lot of organizations, the exciting part is that as you get your supporters to take one of these actions, you know, you’ll be, you know, start telling your usual people about this. So whether it’s sending an email to your email lists are posting it to your facebook page or twitter what’s exciting is that when your supporters take this action, they are automatically going to be spreading it to their friends and their networks, and so we’re seeing about a thirty two, fifty percent pick up on different campaigns. You’re going to get fifty percent more people way actually just had a campaign that ran on causes that got forty seven percent of the people who came in through ah, take their campaign kayman just threw this facebook and agree. Agent susan gordon is the director of non-profit services at causes dot com and that’s, the site we’re talking about how robust, rich, easy, simple and this is all free, right? There’s, no charge to charities or individual activists. Exactly there’s absolutely no charge. You can create as many of these campaigns as you like, and all of these tools, they’re free, okay, let’s say a little bit about fund-raising campaigns, that’s one of your nine action action possibilities what what? What can be done around fund-raising specifically, of course, i want listeners to understand the latter of engagement that susan talked about his ultimately, the hope is that this will lead to fund-raising but there’s a lot of richness to be gained and shared before you get too fund-raising but but, susan, what if somebody wants tohave specifically, a fundraising campaign on causes dot com absolutely fund-raising is an incredibly important part of what we what we do on causes, and we’ve spent a lot of resources over the past couple years trying to plug these types of campaigns on make him work for fund-raising so when someone donates on causes, how do their friends see it? How did they ask their friends to donate as well? And how did they we create a rich sort of social experience around donating to ah, to a non-profit so they’re there to ways that we’ve done that. The first one is that a fundraising campaign is one of our non nine action types, so as i was saying you can, you know, post a quiz and then post a pledge and then post a fund-raising project, and so we created a really beautiful online page where you can add media, so photos and videos about what you’re raising money for. You can add donorsearch choices that say, you know, twenty five dollars, will send a kid to school for two months, you can sort of create a really great story around what it is that you’re funding. You could also absolutely raise money for unrestricted funds, which is, you know, just put up, please donate to our non-profit and add photos and videos of what you d’oh so they could be restricted funds or not, unrestricted funds it’s completely up to you, but you can tell a story about what they’re what you’re raising money for and put it up right on your cause with these different types of action campaigns, and you can create a campaign where you can, where the fund-raising element of it is that sort of where you’re leading to the whole time and, you know, it creates a great online page for you to send people to donate when they donate we’ve got a bunch of really neat things you can upload a thank you video. We send them a thank you note right away. We use network for good to process our donations and so they’ll get a tax receipt right away. There’s a four point, five percent processing see from network for good causes doesn’t take anything on top of that, but basically network for goodwill. Then send your organization a checker and electronic funds transfer once a month. And so it’s. Totally seamless. You’ll just get that check once a month with all of the donations that come in through causes. Okay, okay. We don’t have only two minutes left before we have to. We have to wrap up. I saw. Donate your birthday on the site. What is that? Yes. So if you go toe wishes, dot causes dot com that is are what we call wishes which our personal fund-raising pages. So, uh, if you as an organization are looking for ways and easy way to ask your supporters toe, give them an online tool that they can fundraise for you. Causes is an incredibly powerful tool to use for that. We’ve had people, you know, regular. People just supporters of a non-profit raise, you know, many thousands of dollars for organizations so they can first they pick an event, so if it’s their birthday, if they’re doing a run or a walk, if they’re getting married, if they’re doing ah ah memorial for someone or just any reason they can create a personal fund-raising page, they can tell their friends and family or even upload a video explaining why they’re raising money for this organization and then individuals can donate and we’ve plugged in a bunch of facebook and twitter integrations and so that they can then tell their friends, hey, my friends raising money for this cause it’s really great on and help you do your fund-raising there’s also meet little features like cards where when someone donates, they can make you a card on right on that page tell you, good job for raising money. You’re happy birthday right on that page on, and it basically makes it a really easy way for your supporters to gather donations for your organization and so you can send anyone toe wishes dot causes dot com they just create that page, select your non-profit is what they’re raising money for and then they’ve got this great parents to send people to to fundrasing, the site is, causes dot com. Susan gordon is their director of non-profit services. We have to leave it there. Susan gordon, thank you so much for being a guest, tony, thank you so much for having me, it’s been a pleasure. You’re very welcome, my pleasure. Right now. We take a break when we returned tony’s take to stay with me. You’re listening to the talking alternative network. Geever schnoll are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed hi and montgomery taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back to tony martignetti non-profit radio it’s time now for tony’s, take two my block this week is what i believe i produce a lot of content for charities chief among them is this show my blawg, of course, a tony martignetti dot com i host fund-raising fundamentals, which is a podcast monthly feature for the chronicle of philanthropy. I do a lot of speaking and training i come into and news stories when i’m asked by journalists. So why do i do all this? Because the things that the thing that work that pays my bills is consulting, which i didn’t mention. I do that too, but all this other content that i produced, why do i do it? That’s? Because there are two things that i believe very strongly on dh that is, first, that small and midsize charity’s need to be better that aaron a lot of things measuring impact and outcomes and delivering programs buy-in fund-raising, of course, um, in their human resource is work and the marketing, communications, et cetera. And so i i believe that there’s a need to be much better in all those areas. Ah, and others. And second that charity’s deserve help to be better. I know that you’re working incredibly hard and maybe understaffed, maybe under budgeted, underfunded. So i think you deserve the help that you need to be better and those two things together or what? Dr me too produce the content that i do. That is what i believe and that’s. What motivates me? The block post is called what i believe and my blog’s that tony martignetti dot com also a reminder that we are on linked in, and i would love to have your feedback on the show if you’re listening. If a guest was particularly helpful to you dahna future show ideas, you’ll find us i’m linked in that is tony’s take two for friday, may eighteenth, the twentieth show of the year. I wish with me now is dr gen shang. Hello, jan, how are you? Good, how are you? I’m very well. Jen is an assistant professor at the centre on philanthropy at indiana university. She is a philanthropic psychologist. She’s been published in many journals, including experimental economics, economic journal, journal of marketing research and marketing science. Homework has also been covered in the new york times and the chronicle. Of philanthropy, and she is the author of the book fund-raising principles and practice, which is available at amazon dot com, and i’m very pleased that her research in her work brings to the show welcome, jim. Thank you. We’re talking about five words to better fund-raising what was the research that we’re talking about? Uh, it’s, uh, when we study how prime ing people’s idea of more identity come potentially influence, how they give on day when we say more identity, really, what we mend is how carrying kind, compassionate, helpful and friendly people think they are, okay? They’re us interesting. Their moral identity. Yeah. Okay. That’s the that’s. The research will let, uh, what was specifically how did you conduct the research? So this is when during public radio stations on air front drive. I’m sure your listeners are quite familiar with this form of fund-raising this was bloomington bloomington public radio in indiana, right? Yeah, yeah. That steering our billings in radio on their front driving ah, november, where they’re deejays kind of inter interrupt the programming and say things like, you know, here is that i remember and if you could give us this amount and here’s the thank you gifts so people call in and then half of the people who call in they are asked, you know, how are you a newer renew a member of the station? And then they’re thanked for either becoming or being a member of the station and the other half of the donors when they call in there asked exactly the same question, but when there are thanked there think for being kind and carrying member of the station were becoming a helpful and friendly member of the station. Schnoll okay, so what we found is that when people are think with those moral adjective, then they increase their giving, but this is only significant with female, but not mayo donors. Okay, let’s, let’s, be very clear. What are the five words that you used in your research is caring, compassionate, kind, friendly and helpful. Okay, that actually reminds me of the used to be a boy scout. I still have an eagle scout kayman eagle scout. This reminds me of if i didn’t mention i’m an eagle scout thiss reminds me of the scout law you didn’t know the boy scout law, probably unless you have boys. Trustworthy, loyal, helpful, friendly, courteous, kind, obedient, cheerful, thrifty, brave, clean and reverent. So you’ve got you’ve got two or three of those in there? Yeah. Did you? Did you derive your your moral adjectives from the boy scout oath? I scott law. No law, not the oath. That’s, this is the law. Pardon me. This? Sure. Some off of the participants that participated in the orange inal study where these adjectives war generated they were members of the boy kapin. Okay, well, there could be some overlap, but we don’t know if that’s cause and effect that’s just that could just be coincidental. There were hundreds of people who were asked to list all possible adjectives they can possibly use to describe any moral person. And then we could. And the researchers off that really orange? No study collected the most often used adjectives by most people. Okay, i see. Those are the adjective that’s. How you came up with your caring, compassionate, friendly kind and helpful. You okay? Let’s. See, the the research is on ly, but only impacts females. Not so men are not influenced by the moral adjectives. Not the set that we not these five. Hopefully, they’re influenced by the scout law if their boy scouts, because otherwise it’s just don’t be a scout if you’re not going. Teo, reverent and helpful and courteous and kind and cheerful. Cheerful. So, um, but women are the majority of donors, isn’t that right? Yes. Two thirds ofthe most non-profit donors are female donors. Okay, so so using your research, we can impact two thirds of the giving population. Yeah, okay, so these people were thanked using one of the moral adjectives, but they hadn’t, but they hadn’t made their gift yet. So what were they thanked for? They were thanks for calling. Uh, as soon as they were called in. As soon as they call in there. Asked whether they want to be a new member ization or their existing member nation and there, thanks for either becoming a new member or being a member. Okay, so you thank for either being becoming or being a member or you thank for being or becoming a caring, compassionate, etcetera number. Ok, yeah. So do we know whether this applies to written solicitations? Well, we’re we’re currently testing different forms of recon communication and what we do there is you know, you mean one of the key things if people were to apply this technique is not the fact that, you know, they need to write down this five wars, but they need to engage people in thinking about these words. And i think one of the main reasons why our research turned out in the way that it did is because people were asked to answer a question first and that they’re thinking in response to what they think they are already. So when we apply these techniques in return context, what we had to ask people to do is not just to have kind carrying floating everywhere in the letter, but instead only on the renewal forms we want people to say i and then people find their name like gen shang, i wanted to give this much right. And then when i signed my gen shang am finding on those words you’re signing on those words what do you mean? Like they’re the words are below the below the line where you put your name? The words are actually in the in the box, in the background of that box where i started my name. Oh so there’s sort of shaded in the background exact, like a like a watermark. That’s, right? Ok, but this is research. You’re just testing this. You don’t have results from from this written written test yet. Well, actually, we we dio look at me. I’m way behind. Okay, but the result is that, you know, people see exactly the same thing. And half of the people are asked to print their name, almost words. And the other half, i asked to sign their name on those words, and we found a marginally statistically significant results. Where if people signed their name, they give more than if they printed their name on those words. Very interesting. But did you also did you also test that against there? Not being any words. Yes, it’s hyre than not having anymore. Okay, definitely. Just making that clear. Okay. Yeah. Okay, yeah, but but what’s important there is that when people sign their names, they’re more active in thinking about their identity, who they are. But when they simply print, they don’t think about being both kind and caring compassion. People asked much as if they signed that almost stamp their own it and the answer those words very interesting. That is very interesting. So so what’s really driving the effect we think at this point, it’s not necessarily that non-profit professionals know about those words, but they have to think of ways to tap into people’s sense of who they are and then leads those central sons of who they are into those morally, you know, promoted kind of product. What kind of increase in fund-raising did you see in your research? Well, in the first study, it was a ten percent increase in female donor, um and that’s average, you have to say about eighty seven dollars, in the control group where people are simply think and is about one hundred when people are thanked with moral awards and in this direct meaning that we just had it tested it’s about, like a five percent increase, they’re the average e-giving is much smaller because his christmas appeal so the average amount is like thirteen pounds and, um, you know, eighteen dollars, but then the the fact is about fifty upleaf about twenty dollars, okay? And also with women in the only only only an increase for women in the in the writing or that does that apply to men also in the written form that that that that’s okay, so men are not immoral? No, no, at least not in a written sense. Yeah, by no means that i think i’m just extrapolated i’m just taking a natural sametz seems like a natural conclusion for your research is that men in conversation are immoral. Well, not that that wouldn’t be how i know i know what i hope not know you’re. There is a more different it’s, a very different sense of saying something versus we were just not successful in bringing their own sense of morality to the front. So diplomats make a decision such a diplomatic, academic that’s beautiful, but really mentally moral no, of course, that’s an irrational conclusion. I really i think it is our failure on our part. So what we actually would like to test in the future is tap into moral values that male might be more likely to engage in, like, responsible, loyal, strong take leadership pride. Yeah, i think you’re i think you’re wasting your time with those just bein sports and cars i think is and booze, i think that’s where you really should be starting, you know, have a little budweiser icon that people sign and watermark, that people sign over that will that’s going to get that anheuser busch logo. You know those of this where you want to be, corvettes, you know, sign your name over this watermark of a corvette that will, i think, that’s, where you’re going to see market market change in mark changing giving, we need to take a break right now. Gen shang, assistant professor at the centre on philanthropy at indiana university, is going to stay with me. We’re going to keep talking about five words to better fund-raising stay with us. Talking alternative radio, twenty four hours a day. Hi, this is psychic medium. Betsy cohen, host of the show. The power of intuition. Join me at talking alternative dot com mondays at eleven a. M call in for a free psychic reading learned how to tune into your intuition to feel better and to create your optimum life. I’m here to guide you and to assist you in creating life that you deserve. Listen. Every monday at eleven a, m on talking alternative dot com. Hi, i’m carol ward from the body mind wellness program. Listen to my show for ideas and information to help you live a healthier life in body, mind and spirit, you’ll hear from terrific guests who are experts in the areas of health, wellness and creativity. So join me every thursday at eleven a, m eastern standard time on talking alternative dot com professionals serving community. Hi, this is nancy taito from speaks. Been radio speaks. Been. Radio is an exploration of the world of communication, how it happens in how to make it better, because the quality of your communication has a direct impact on the quality of your life. Tune in monday’s at two pm on talking alternative dot com, where i’ll be interviewing experts from business, academia, the arts and new thought. Join me mondays at two p m and get all your communications questions answered on speaks been radio. This is tony martignetti, aptly named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Technology fund-raising compliance. Social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio fridays, one to two eastern on talking alternative broadcasting. Talking all calm. Professor gen shang is with me. Jenn, you are a philanthropic psychologist. What is that? Yeah, well, it’s, i’m interested in studying why people do philanthropy and what, uh, doing a philosophy might do to their own life. You know what it might do to their own, like how it makes them feel how it makes them feel. How does that help them discover who they are defined their meaning in life? Okay. And it’s, not a field i’m acquainted with so hominy philanthropic psychologists are there. Well, i only know one of me, but i’m sure they’re so yeah, you had some of these. Have you had some campaign to systematically eliminate all the other philanthropic psychologists? Well, actually, i haven’t done so because i would rather their mohr. Okay, you’re not the violent academic at that. Maybe you were the the one percent violence academic, but that’s, not you. No, i was just you know, i was the first graduate of philanthropic phd from the canal philanthropy. In that sense, it’s, because the field didn’t exist aren’t annoying. Okay, out of the five people that we graduated already from that program, i was the only one who had a psychology background. Okay, yeah. There’s running through your research and you’ve mentioned it just obliquely a few times. I want to spend a little time on it is feeling better, feeling better about giving and and reinforcing one’s beliefs about themselves. So say, say so let’s talk about that. Yeah. So, for example, in this somewhere, i didn’t e-giving research what we did after we did. The experiment on the air is we send donorsearch survey and we asked them on the scale one tonight. How? Carrying. Actually, you think you are and then people silk road number like seven. And then we ask them, i’m on a scale of one tonight. How ideally would you like to become caring? And then people probably circle my i really, really want to become really, really caring. And then what we did is we calculate the difference between the two each we call more identities discrepancy. And then we link this number. Teo the same person’s contribution history to the same radio station. And what we found is that the more females give the smaller. This gap is between their actual and their ideal morally identity. But this relationship does not. Exist for males. So what this means is that the act of giving itself actually can potentially help female donors to rich. They’re more ideals and that’s. Great. Yes. To teo, get closer to what they believe of themselves already. Right? Exactly. Okay. Yeah. Yeah. Um, again, men out. Liars. You know, they don’t care how they feel. They don’t. They don’t have feelings. I don’t know what they’re thinking. They don’t know what they’re not giving that it’s. Unbelievable. What? What a disappointing gender. Well, what they’re thinking, what they’re giving couldn’t really be measured with the set for measurements we have. So i think the next step in my research is trying to find ways where we can find what men are thinking. Right? Well, there’s the cars and sports and booze that you know it’s. Okay, um, let’s. See? So this is academic research that can be immediately applied. And tha the telemarketing part, right? I mean, so is there any reason to think that if if the organization is calling out that there would be any different result? Uh, no, actually, we way are currently conducting any marketing way. I don’t have the results yet. Okay? But because we don’t think there’s any reason why it wouldn’t work so you could be calling out and thanking someone for thank someone for having been a a friendly or kind or helpful donorsearch in the past. And would you consider giving this year? Is that does that? Does that sound right to you? Yeah. Yeah, but what they need to do is they make sure that thing is somehow linked two people’s sense of their donation or they’re being a donor. And that, i think, needs to be set right before they asked people to give again. Oh, right before. Okay. All right. Before you right at the beginning of the park. Or, you know, without knowing anything about the donor without asking them to at least answer one question to engage. Ok. Ok. So a little engagement, but then right before the ask this this thanking right? Using one of the five moral adjectives two out of using two. Okay. Oh, excellent. All right, so you have to use two of the five? Yeah. We never tested just one because we be virality is a complicated constructs he need, you know, multiple kind of ways to get to it, excellent. Okay, so it’s friendly and kind or whatever. Yeah, any two out of five, you know, to avoid driving, okay, and i’m going to say them again. Okay, i understand i’m going to say them again one more time. Caring, compassionate, friendly, kind, helpful. Do not do not go to the scout law, because it will lead you astray. They’ll beam, or that aren’t on the list that then then r this is sort of suggesting that, you know, we should be not so reliant on anecdotes and tales of what good fund-raising is. But try to rely on hard research as much as possible. Yes, definitely. Absolutely. Teo, any coast don’t make a piece of research. Okay. Okay. Where can people learn more about your research? Well, they can first search jin xiang on the web, and the first link comes up. Should be my website. All my published papers are on there. Okay, let me let me just tell people you’re last name is spelled s h a n g, right, gen shang. Ok, go ahead, please. And then we my collaborator adrian. Sergeant who is the only chair anywhere on fund-raising we collaborative lee maintain a public information website and it’s called www dot study fund-raising dot info. Okay, study fund-raising dot info. Exactly. So if if people just go there, we provide updated information about what research is relevant in what domain. And, you know, we update at pure ops degree and there we try to change all the academic language to away. That is more easily accessible. Gen shang is an assistant professor at the centre. On philanthropy at indiana university jen, thank you so much for being a guest. Definitely. Thank you, it’s. Been a real pleasure. Thank you, thank you. Next week, charity transition. We’re talking about making a career transition into charities, but julia bonham’s strategies will also help those who work in non-profits and are looking to make a change within non-profits she’s, an executive coach and the principle of career change for good. Don’t let your employees listen to that go offline maria simple returns she’s the prospect finder, of course, our regular prospect research contributor this month, she has tips for conducting offline research. You know that the best prospect research comes from face to face meetings with people you want to know? Better check us out on facebook, check us out on linkedin on youtube, youtube, it’s, riel, tony martignetti you know you can listen live our archive, check us out on itunes and to get to itunes. To listen to the archive, go to non-profit radio dot net on twitter you can follow me, i’m at tony martignetti the show’s hashtag is non-profit radio my thanks to lynette singleton for tweeting today, she’s, a very loyal tweeter thank you, lynette, you can follow her she’s at s c g, the number four non-profits our creative producers, claire meyerhoff. Sam liebowitz is our line producer, shows social media is by regina walton of organic social media. 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