Big Nonprofit Ideas for the Other 95%
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Tony’s Guests:Casey Golden & Mark Davis: Social Media Data To Find Advocates, Leaders And Hidden VIPs
Casey Golden, CEO of Small Act, and Mark Davis, director of product marketing for Blackbaud, want you to leverage social media metrics to find hidden gems among your constituents.
Amy Sample Ward: Get Engaged IV
Amy Sample Ward, our social media scientist and membership director for Nonprofit Technology Network (NTEN), continues our series on serious engagement through the social networks, looking at staffing. Who should do it? How much time will they spend? What policies do you need? Previous discussions in the series were 10/5/12, 11/16/12 and 12/14/12.
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No. Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent it’s january eleventh, the day before my birthday. Oh, i very much hope that you were with me last week. It would hurt me deeply if i found out that you had missed the future of planned e-giving marketing. Greg warner, the founder of marketsmart, shared his insights on multi-channel awareness building, generating and cultivating leads and tracking what works and free radio and tv to boost online ticket sales. Amy spencer, market manager for blackbaud, and kevin russell, professional services manager for blackbaud wanted you to recognize that you have leverage with the media and that’s. Sending press releases is no longer the way to get radio and tv exposure for your event this week, social media data to find advocates, leaders and hidden vips casey golden, ceo of small act, and mark davis, director of product marketing for blackbaud want youto leverage social media metrix to find hidden gems among your constituents. This was pre recorded at the bb khan twenty twelve conference that i was at last october and get engaged for amy sample ward, our social media scientist and membership director for non-profit technology network and ten continues our siri’s on serious engagement through the social networks looking this month at staffing who should do this social network engagement? How much time will they spend and what policies do you need between the guests on tony’s take to my block this week is charitable ira rollover revived? It was brought back in last week’s tax act, and i’ll explain how it works, and claire meyerhoff will be with me to give quick tip on promoting charitable ira roll over donation duitz right now we go into my pre recorded interview with casey golden and mark davis, social media data to find advocates, leaders and hidden vips here is that interview welcome to tony martignetti non-profit radio coverage of bb khan twenty twelve we are outside washington, dc at the gaylord convention center and with me now are casey, golden and mark davis closest to mia’s, kacey and he’s, the chief executive officer of small act and mark davis is director of product marketing blackbaud they’re seminar, topic is creating impact with social data identifying and harnessing advocates, team leaders and hidden vips. Sounds very secretive. We’re gonna unpack that. Gentlemen, welcome. Thank you very much. Thank you. Case you want to tell us order audience first. What? What small acts work is sure we were focused in the non-profit industry to help organisations use social media, but also importantly, social data too do better job on social, but also importantly, really realized the value from social and intelligence for all parts organization for direct marketing advocacy campaigns. Okay? And why don’t we stick with you and see hidden pipes is the most sort of interesting part of your seminar topic? What were we talking about? Hidden vips? Sure, so typically within the non-profits they have ah, you know, a large number of people that they received donations from, but they don’t really know the full context of who they are, so they know how much they’ve been given maybe how often or if it’s more than once, but they really don’t know the context of that gift. And so for most often, when we sort of work with non-profits there’s, usually somewhere between one two five percent of their list, that has a really big potential that they just had no idea was there, so they’re kind of hidden. Gems where either they’re a blogger or there very advanced professional in their career and so on. Some really different ways that people are valuable for gun is ations, but they’re just unknown. All the noon was as a donor. Yeah, okay, mark. What? What? What is it you guys are trying to improve upon what we see charities doing incorrectly or not doing that? They ought to be with with their social data? Sure. So where black bod in partnership with small act is what we’ve basically introduced? This concept of a social score and a social score takes simplifies for fundraisers marking professionals and non-profits to really summarize their constituents, whether they be donors or advocates or their supporters into four categories, and those categories span from individuals who are going to be very well, highly connected through social media, those individuals we call key influencers on the second level, we’re going to be those individuals who we call engage er’s. Aii those people that can really expand the message and or holly engage in social networks and the other two categories, which are the masses are consumers, whether they’re consuming from multiple channels, maybe they have a twitter account and have a facebook account and they’re consuming information via by those channels or standard consumers just an individual as a facebook profile. So what we’re trying to really improve upon is having non-profits have a better understanding of their supporter base of their database to understand how these individuals were interacting through social media, okay, and scoring people not unlike you would with a screening for financial wealth. Yeah, way talking, something analogous and absolutely so you know blackbaud we have a whole number of financial scoring metrics, whether it’s wth e-giving score where we could understand people’s based off of their ability to give and their interest to give, this really has to do with understanding and individuals can activity and the reach through social media, how many people can they reach and through their friends and people are following them, but also more than just how deep is that reach? How connected our lead these people are they are they just tweeting once once you know, month oh, are they really tweeting every single day? And they have a very strong connection. So really trying help non-profits find their justin bieber’s in starita base, ok? And now an example. Ok, a great one, but we’ll work with it. It makes the point now, so i around around different social platforms, i do see companies that are trying to tell you how deeply influenced you are deeply influencing you are, or how deeply influencing let’s say in twitter, your your followers are, which, which is a measure of how deeply influencing you are as well, but you’re trying to coalesce this all together, i guess, yeah, so i think the value to is that it’s not just a general influence and i think the big guy of working in partnership with blackbaud is that it’s relating influence on social to meaningful things inside the non-profit to sustainers programs to annual giving to advocacy efforts, and i think that’s really makes it different from any other type of influential rating where it’s not just dozes person connect, but it also incorporates their relationship with the organization and really kind of bringing out the best and how they can sort of be engaged in a win win relationship. So we really try to help take that influence and really could use that in a meaningful way. Okay, now. Mark, is this a is this a blackboard product that what’s the name of the product? That’s called the social score and it’s available through our target analytics, who as you for mentioned the data screening around wealth, they provide the same capabilities for non-profits around wealth screening and that same organization could now provide this opportunity around social going now help listeners understand what’s the relationship between target analytics and what they’re probably most familiar with is your razor’s edge product what’s the relationship between those two? Sure, yeah, analytics and absolutely so. Target analytics is a division of black bug that focus is really on a number of areas, but in particular, talking about modeling. It also talks about data enrichment services, which we talked about, which is really taking your database within the razor’s edge, and the targ analytics team can add new data that you may not have like everywhere from the age or e-giving are they’re giving in other organisations or, in this case, obviously social media connective ity ah, and also the targ analytics team can help on organization with the razor’s edge database, analyze and kind of predict predictably modeling understanding hey, these are individuals who you think you should talk to a little bit more. So when you’re talking to people about in blackbaud about target analytics, you could say that you want to include the social score absolute or it sze already included no itt’s an add on it’s, a new data service that blackbaud much early this year and partnership with small act on dso that’s an add on service and we could talk about the logistics and how it’s doing its really easy, actually, so really, all organization needs to do is to give blackbaud a database of file and really all we need in order match up the social score and a whole bunch of other data really have to do a social networks is just an email address, so we’ll take that e mail address and then using through small lack service, we provide back to the non-profit all ho, ho ah, whole host of information that is all publicly available so we don’t get in and, you know, access data that may be on the facebook’s on individuals facebook profile that’s not publicly available if it’s private setting, we don’t have access to it, but ifit’s publicly available, we have access and we’ll and we’ll give that information. And also, as i said, the social scoring there’s some calculations associated with that. Okay, now, casey, obviously a lot of the work is proprietary, but sure you can. You can you tell us what you can about what small act is doing with that email address? To come up with the social score for each person? Sure. So a cz mark said everything is it’s possible to do this all manually. So just taking, you know, maybe fifteen, twenty, thirty minutes to sort of go to your google searches and find things out there. So what we do is we mapped an email to the social networks that are sort of publicly available and connected. We also then go step further where we actually take a look and at the person’s pope behaviors. So there’s, the first step is to kind of create the blueprint of where this person is a member of and how they socially network. The second step is to understand their engagement, their networks, they’re reciprocity levels, all those types of things. It was really creative, valuable influence or a person who can engage your content or what style is really going to best fit so that’s kind of where we do the blueprint and then we sort of color in the different pieces with a little bit more analytical. I’m understanding of what they talk about, who they talk to, how often you know how much they share and how much people share with them, etcetera. Ok, and how deep are you going into social sites that aren’t particularly common waken all name the easy ones off the top of our heads, but into our maybe kora is one, but how deep are you able to go? Yes, so so we so at a sort of maximum capacity that we find somewhere between twenty to twenty five different networks. So, interestingly enough, you mentioned cora when we’re working with national wildlife as one of the interesting things found in that analysis, those who had a membership encore actually gave significantly more so is very interesting sort of subset of them that they hadn’t even thought about before could sort of minor network pompel yes, oh, it’s comprehensive that way, but but it’s a full set talking alternative radio twenty four hours a day. 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 to one eight, one eight. Three backs to one to seven to one, eight one eight three. The conscious consultant helping conscious people be better business people. 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Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com okay, now tony martignetti non-profit radio i have drug in jail, which i’m probably guilty of myself because quarrel, because it’s not that well known it is among some circles, but it’s, not another. So it’s it’s first for listeners, it’s spelled qu o r a and casey, i’m going to ask youto back-up we participated on ly very lightly. Why don’t you explain how quarrel works and why it might be valuable for charity? Sure. So i think there’s a, you know, a different couple way to ways to describe it, but, um, in viewing it from our perspective, there’s a lot of thought leaders there, right is people have opinions who have something to say and usually it’s not just chatter, conversation it’s usually a bit more meaningful, sort of kind of like a conversational sort of dialogue versus just chit chat back and forth and that we found theirs or some really interesting again thought leaders, not just conversationalist. Perhaps they really kind of put a lot of time into that. And who were some of the thought leaders in the charity community? I mean, there’s there’s a lot. I mean, it really depends upon the specific. Area, you know, and it’s so arranges across board weathers healthcare or some sort of education or or different wildlife related organizations. Okay, mark so now we’ve identified why don’t you give the four categories again? Just perfectly just take those off. Yeah, so the four categories at the top of level, which represents approximately about andi, this is based off of data from blackbaud is small, like customers we evaluated, but in general, about the top one percent of an organization’s database are those individuals who are going to be key influencers and that’s, the top of the pyramid, these worthy individuals excuse my example, but justin bieber but justin bieber’s got all the twitter followers he’s got everyone who tracks he’s very active on that example. It’s a terrible example. I got craig newmark founder craigconnects. Would he be a key influence? You use him? He’s. Been a guest on the show twice. Actually, fair enough. Fair now is so much better. You can just say i have not had just okay, way turned him down. Actually, i would if you okay, so so that’s. The key in florence. These air individuals who are again have a wide audience on their generating lots of content and their and their content has, you know, lives through a very viral method in terms of it gets kayman to be connected and repurposed to the next grouper engages these are individuals who represent about five percent of the population but actually generate over nearly eighty percent of the content. So these are people who are in there doing consumer reviews, they’re they’re they’re they’re updating constantly through facebook, they may not necessarily have a cz wide of a range of connections is the key influencers, but they’re they’re they’re they’re level of engagement is so high that they become influential and influential in terms of the metal content of generating and then flows that can have and then the other two categories, which are the masses roughly between forty run, forty percent are going to be the multi-channel consumers, these are people that we would described as being on, you know, multiple major networks, so they usually have a facebook and at length in profile, or they’re made perhaps the twitter profile and the last one at least the standard consumers these are individuals who are kind of basically arm or most comfortable and stay in one particular network. And there these these blast two groups of people not necessarily creating lots of content, but they’re consuming content, and they’re they’re using facebook and lengthen all the social networks to to be connected with obviously all their friends and family. Okay, i’m going to take a risk here now and tried to put myself into one of these categories. So this podcast gets about eleven hundred, listeners per per week between it for two years. So we have over one hundred, one hundred episodes, is weekly. I’m totally you know, if i end up on this on the standard consumer, i’ll really be disappointed as a standard consumer. Have a block that gets between thirty, five hundred for thousand unique visitors, not hits, but unique visitors per month. Twitter. About eighteen hundred or so followers following about six hundred, people. Facebook doesn’t matter facebook radio show page has just about just scarcely eight hundred likes dahna number of likes, how do i reach that? I’ve each key influence or casey? I don’t know, i’m not you know, i didn’t mean that i really didn’t mean your floats because that’s great new mark die reaching gauger could i be engaged or status? Get so so actually doing a little bit of profiling on you prior to this, you would definitely be actually in the key influence or category mean craig newmark is, you know, like point. Oh, one percent. Yeah. Absolutly, congratulations. Yeah. No, i know where the segment if you don’t say that. No, i can i can send you a profile. Right? So we were naming the rial outliers. Yeah, among them. We knew all that already way on everything you told us. We already know that. All right? Because if you came on and said, you know, key influencers were, like twenty martignetti that would know no it’s one percent. It doesn’t make the point we love we lower the bar a little mean that lower the bar that’s the wrong way. But obviously, you know the key influences you don’t have to be the super super keum ok, that’s cool. All right, thank you. All right, so now we have these people categorized, we have our follow-up gotta go, mark what’s what’s let’s get started with some advice on what to do with this information. Now, that’s valuable, sure and that’s, you know, our session really, and goes into a lot of that because what we want to do is we want obviously educate non-profits in terms of that, that this information is available, that it is useful, but obviously a lot of non-profits they’re most interested in, you know, how does it how can i use it to find advocates and volunteers? Almost specifically, how can use it to help my fund-raising so with with the work and partnership with small act and all the organizations that we’ve worked with jointly together, we’ve begun to understand that this information is valuable because they’re certain key attributes and trends that these different groups they follow. So we tracked and analyzed individuals based off of their fund-raising potential so is it could potentially this scoring and and the presence of these individuals on certain networks could that actually be a predictor in terms of the ability to give so good example that is linked in lincoln profiles individuals who were on lengthen generally based off the data we’ve seen terms customers have use of the information these individuals have hyre lifetime value and they give hyre average gifts makes sense, right? Because they’re employed, they’re obviously well connected through through the workplace they care about their career. So therefore, these individuals are generally speaking, going to be more wealthy, so that’s a very easy example, more complicated or more sophisticated example, certainly not complicated, but definitely more sophisticated argast examples would be the correlation of an individual who was highly connected, whether the key influence you are engaged or francis the top tier and their ability to reach individuals and, say francis a peer-to-peer fund-raising event. So another group of organizations that we’ve been working with a lot have had a lot of success on this is using it to predict hey, if i’m highly connected, if i can create a network of people through facebook and twitter lengthened, for instance, or thrown blawg then very likely i knew a lot of people and if i know a lot of people than likely, i can probably know i can reach a lot of people to ask them to give me a gift. So if i’m walking for susan g komen race for the cure or make a diabetes association american heart association, these types of organizations can use this information to predict who would be good team captains potentially for walk because these individuals, naturally a good recruiters are very sociable. So it’s a very good predictor like that, and the third good example, by the way highlight that really gets a lot of non-profits thinking is the multi channel consumer. This is not a key influencers not engaged, but that third level there’s a lot of them out there, i feel bad for them as a gay influence, right? I feel bad for the multi-channel consumers well, there’s a lot of them so, so sad that it’s almost a pity that they outnumber you quite a bit, but it’s a good predictor because a lot of non-profit struggle with who our who could they connect with through online channels? You know who’s going to be a good individual who may give an online gift who may be an individuals who will consume email and communications through the online channel. So a lot eso organise you’ve been working with have been using that to predict who could be a good opportunity to give a sustainers gift ah, monthly online gift, which is very valuable for non-profits because it’s it’s recurring revenue at sitting it’s in a longer term engagement with the non-profit and they an individual who’s willing to say, i’m going to give fifty dollars, per month for the next five years is actually worth a lot more than a vigil is going to give a onetime get to six hundred dollars, because they have that that that that connection not that you ever ever used that term, but that commitment to the non profit organization. So a lot of the information we’ve been receiving from organizations is that that multi-channel consumer there used to be an online and they’re comfortable being online. So that’s a good predictor of individuals you khun target for those types of online campaigns? Okay, interesting. Now, what i didn’t hear you say is that you approach them about using there networks or talking to their networks about your work directly, yeah. Trying to help you spread your message through there through their networks, but in a more explicit way, you’re trying to do it suddenly it sounds like, you know, all three of those examples they are i think of it this way, an organization that’s using the razor’s edge or, you know, using whatever databases here and system they’re using this is additional information that can help them target those people for specific existing campaigns. What you’re talking about, which i think is also is a very good example, which i know casey likes to use, the term citizen journalists is finding those those top tier individuals who, you know they’re in your database. So how then your database, how are they connected to you? Can you start cultivating these people to be an extension, really, of your marketing? Can they get out in front of a news story or potentially some sort of of conflict or something like that where they can actually help think newsworthy that release where they either if not directly to your charity? Certainly to the work that you’re doing and how can they help spread that they could spread the message that could spread? Your message, they can connect, record their people, they could potentially become an advocate for your position. It happens to be in conflict with something else that’s going on, maybe that’s newsworthy case if you got a couple a couple examples to, it really also gives local smaller non-profits the ability to understand so one example is maryland public television buy-in working with them, they will there find this key blogger who lives in baltimore, where they didn’t know her so sophistication and she was a key influence, sir, they’re engaging her by just calling around say, hey, come down to our facility and see what we do and understanding she’s big on a lot of sort of sort of women’s issues and programming and things like that. So the key is when you find these influential people make sure that whatever is you’re asking them to do aligns with their existing passion, you’re not going to change their heart, just giving them a place to share their heart and really kind of connected with your mission that’s where i’ve seen a lot of really great things happen in another panel here, so the exact same thing really kind of working with where they are emotionally and in matching up your your mission how that they’d be happy to promote it number one because they’d be more likely to do it, but number to their audience knows that they’re an expert on that or that’s something they really care about as well. Casey, what is it you love about this work? What makes you wake up every morning? Motivated? Sure. Honestly, i really love helping great organizations who do great things in starting this particular company that’s. Why? Folks? Dahna non-profit industry instead of a lot of other compelling, you know commercial areas. Because all you know there’s on ly non-profits you have on ly non-profits and and really me nose was being with someone from st jude today anything we can do to help you know kids go through that life experience better and like that’s. Awesome it’s. Not just a job. It’s it’s. A life experience and so that that’s what makes it worthwhile for us? We have to leave it there, gentlemen. Thank you very much. Casey golden is ceo of small act and mark davis is director of product marketing for blackbaud. Gentlemen. Thank you. Very much and yankee has been a real pleasure. Tony martignetti key influencers. Tony martignetti non-profit radio coverage. I’m gonna change the show of b become two thousand twelve. Uh, thank you very much for being with us. My thanks. Also to everybody at black bart, who helped me with the full day of podcasting at their bb con conference. Gotta send live listener love before we go to a break. Oh, my goodness! Los angeles, california. Littleton, colorado st petersburg, florida. New bern, north carolina. Live listener love also manila in the philippines. Taipei in taiwan. Shenzhen, china. Chung ching, china. And for those in taiwan and china. Ni hao, seoul, korea. Manu haserot, montgomery village, maryland. New york, new york hey, what you doing out there? Hello? Right now we take a break when we come back, it’s, tony’s, take two and then it’s amy sample ward and we keep talking about getting engaged this time talking about staffing for your social engagement and stay with me. I don’t think that’s a good ending. You’re listening to the talking alternative network duitz get him. Things. Hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life. We’ll answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medication? Then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way look forward to serving you. You’re listening to the talking alternative network. Duitz lively conversation. Top trends. Sound advice, that’s, tony martignetti non-profit radio. And i’m ken berger from charity navigator. Welcome back. Time for tony’s. Take two on my block this week is the charitable ira rollover revived this way of giving directly from your ira to a charity was part of the american taxpayer relief act of twenty twelve, which was passed last week, passed by congress, signed by president obama and what it actually is is a distribution technically it’s a distribution, not a roll over. So i call it a qualified charitable distribution because that’s the language in the in the act to do this, your donors have to be over seventy and a half. They have to use an ira or a traditional sorry, a traditional oer a roth ira. So the simple iras and the sep iras are not permitted has to be a traditional or roth you. Ah, each donor can do this up to one hundred thousand dollars per year. That does not have to be to the same charity. Khun b multiple ira’s khun b multiple charities, but the total is one hundred thousand dollars per ira owner on the distribution has to go directly from the i r a to the charity there’s, an advantage that you may want to capitalize. On in the month of january, if people make a qualified charitable distribution before february first, then they can count it toward two thousand twelve, so if they didn’t want to eat up there, two thousand thirteen hundred thousand dollar max, that could count gif ts that they do in january for last year on also if somebody took a distribution in december, if they were, whether they were required to or not. But if they just took a regular distribution from their ira meaning they took the money for themselves, and then they could use all or any part of that december distribution to be a qualified charitable distribution, they can convert it. So now why would you want to do that? What’s the what’s the advantage? They’re two advantages. First, all these qualified charitable distributions are exempt from federal income tax. They’re outside gross income, so not subject to federal income tax, and also they do count toward your donor’s required minimum distribution. A lot of people just refer the acronym r m d and for people who are required to take out more than they want from their ira or more than they need from, they are ira, this could be really advantageous because this gift to charity counts toward that our md that they’re having trouble using they’re forced to take it, but they don’t want to take it. They can use this, tio, eat some of that up. So those are some of the fine points of the ira charitable giving for two thousand thirteen and, um, there’s more on my blogged at tony martignetti dot com and as a special little extra. Benny, we have first guest who’s, part of tony’s take two it’s appropriate that that declare meyerhoff of course she’s, the creative producer of the show, and she’s, the principal of the plant e-giving agency specializing in marketing communications around planned e-giving. Claire meyerhoff. Welcome back. Thanks so much, tony it’s, great to have you have me here. Yes, well, i have you. You don’t have may let’s, not let’s. Let’s. Keep the roll straight. You’re my guest and i’m very happy to have you here. So what should charities do with this charitable ira? Roll over. Well, i really see this as a bonanza. Will the communications, marketing and promotional bonanza for savvy fund raisers or other people at your non-profit? Eso the first thing that i’d like to do is really think about this as a way to up your communications with your people. And how about a boardmember that you’ve been trying to kind of, you know, get on your side and do a little bit more fund-raising how about how does that sound? Tony used to get a fundraiser on board, use it for a boardmember so, avery, simple tip. Okay, how are we going toe simple like action steps? Because you and i are always talking about the value of news when you have something newsworthy. That’s a good time to communicate with your with your donors and prospects. Right? So this is news you can use to your advantage, and we get so little news in planned giving, so we may as well take advantage of it. Okay, way. Get so little news and fund-raising or any other kind of ways to communicate with our donor. So this is really great. Okay, what should we do? This is what i think someone should d’oh. They should take a look first at your database. Basically, who has been making these types of gifts in the left? Five. Years at your organization. Do you have one eye? Are a gift. Do you have ten? Do you have one hundred? So that’s the first thing take a look at what your history is so let’s say you have five gift in the last few years. This is the perfect opportunity to say thank you to those people and see if you can get them to make more of these kinds of gifts and now you have a reason to call them. So give this little task to that boardmember that you think is, you know, up for the for the challenge, and it gives you something to talk to them about. You could do in a casual way. Say, hey, you know what, here’s some good news for our organization. Thanks. Thanks to congress and talk about it a little bit and then ask them, what do you think about that? And then tell them the history. Say, you know, over the past five years, we’ve had four different people that have made this type of gift biggest gift was, you know, eighteen thousand in the smallest gift with one hundred dollars, and one lady did it three years. In a row, like, give him a little background and bring the men and say, you know, this is a really interesting way to give, don’t you think? And they’ll say, yeah, i didn’t even know about it, so now you kind of brought them in, and so what you do is just say, hey, could you, you know, call these people and have a conversation with him about it, and the first thing they want to do is you want to thank them, thank the donor for making this unique type of gift and then give them the news. I just wanted to let you know congress is past, you know, twenty twelve taxpayer relief act good news for our charity means people can make this kind of gift and that’s wonderful, because that helps us steve moore family is right now or something else that whatever it is you’re doing right now, save more dogs, feed more families, build more houses, and then you want your boardmember to listen to what the donor has to say just stopped talking after you say what your mission is on and listen and hear what they say and make them feel. Good about their gift, saying, you know what? That was a really smart thing for you to dio. How did you know to do that? And now the donor has to go. Well, you know what my advisor told mei or someone in your organization told may or i did it for some other organization ten years ago. So now you have more information from them and that’s. Great. So that gives you an opening to ask them for a gift for this year. Okay. Very simple action. Step from the principle of the plan. Giving agency clear, meyerhoff. Thank you very much. Thank you, tony. You’re the best. Thank you. A little more. Live listener. Love going out. College station, texas, brooklyn, new york. Troy, new york, tokyo, japan. Konnichiwa with me now is amy sample ward? You know her she’s, our social media scientist she’s a membership director. Hey, how are you? I’m okay. I wish that i was in the studio with you today, but i was feeling a bit contagious and so decided that maybe putting a phone line in between us would be better. All right, i appreciate that. And so does everyone here, amy. Of course, is the membership director at in ten non-profit technology network, and she is co author of social by social ah handbook on using social technologies for social impact, you’ll find her block at amy, sample ward, dot or ge and on twitter, you can follow her. She is a at amy r s ward what’s the r for amy r s ward it’s for rene. Amy renee alright, well, welcome back to the show. Thanks for having me great every month we have you, of course, and we’re talking. Yeah, i’m glad you think so. I do too. We’re getting engaged, getting engaged part for we’re talking about staffing this time. What? What? What is your advice for getting started on figuring out who should be staffing social engagement? Yeah, i mean, i it’s a question that i actually get asked all the time. You know, i think people have gotten somewhat used to at least aware of all the conversations happen about which tools and how you know how some organization is using their facebook page. Or you know how someone has run a contest on twitter that now a lot of the questions are more like so who who will do that who’s actually going to run our contest? Hundred er who’s goingto set up our facebook page and the there is kind of this general sense that because these air, newer tools we should have, you know, those really young people just out of college or, you know, the board members, kid or whatever, you know, they should be the ones doing it, but they’re just so naturally savvy, but at the end of the day, what you’re really saying is, you know, you want those most public, most social, most very personal channels with your donors here, supporters, your longtime activist to be managed by someone that isn’t connected to your mission that isn’t part of your staff that isn’t seen all the other work that you’re doing, because ultimately, that person that’s managing those social channels is also listening and is able to kind of, you know, tie things together across the organization because they could say, hey, it looks like a lot of our facebook fans are talking about this new programme and we haven’t even announced it, you know, on facebook properly, what should we do? They’re clearly excited and can go to those program staff, you know? And if that person that’s that’s managing those channels is really just a volunteer or a new intern or, you know, someone that isn’t fully in the organization, they’re also not in a position to make those connections, nor are, you know, is the organization setting them up to be out there, you know, connecting on behalf of them right now, let’s, let’s think of the smallest organization, maybe really just one or two people, the best they can probably do is hire somebody to be to do this part time, right? So part time would be okay for you. You wouldn’t object to that? No. You know, i don’t actually think i mean, sure, if you have ah, if you have the capacity to have someone managing all of your social activity full time, then you know, i’m not certainly going to say, don’t do that. I think that is terrific, but if you are one of those organizations, you know, you’re one full time person and then a part time person and, you know, you don’t really have a lot of capacity. That’s fine. You can still succeed. You can still valuable have valuable engagement with your community, even if you’re not doing it all day long, but again, it needs to be someone that is sitting in a staff meeting so that, you know, when they start tweeting about that program, they actually know what the program is, you know? Or, you know, conf feedback into what’s going on so it’s less about how much of the time you’re doing it and more that the person who ultimately is out there engaging in posting content is the rest of the time also, you know, involved with that, and that relates teo, a couple things that you and i have talked about in the past first, you know, going back a ways, you know, of course, every charity doesn’t need to be on every social network you use, the ones that are most valuable for you. And, you know, you and i have been through that and use the ones that you are going to be most effective at and have the time for. So, you know, we have to pick these things judiciously. Andi also relates to what you and i talked about last show on talking about engagement, which was december fourteenth that all this needs to be tied to your mission and basically you’re saying today that the person who’s managing this for you also needs to be tied into your mission because they’re actively involved in your office day today or on a part time basis exactly. I mean, when that person, you know, for example, posts on facebook, great, we have this new program and then immediately, you know, people that are in support of it but have questions about a bit are posting those questions on facebook that person can’t just say, well, i was just, you know, my job for today was just a pose, that announcement, you know, they need to be able to get in there like we’ve talked about in in previous shows, you know, tohave that rial time engagement to show publicly that they’re responding to those answers, and the only way they can do that is if they know more about that program than the announcement they were given, you know? Yep, yep. Okay. Now, if we are going to use an intern, i mean, we certainly could plug the intern into the day to day office work the way you’re describing, right? I mean, we wouldn’t want to turn down the intern. We just we wanted going to engage them the way you’re explaining. Yeah, and i, you know, i think that that’s a great point and i definitely agree i think that the question or the potential issue that comes up for organizations that do put some of that social channel management into the interns plate in addition, you know, to knowing about the programs and green involved with the rest of the staff, is that internship by their very nature are normally for a semester, you know? And so at the end of that semester is doing the next intern know what was going on? You know, planning for continuity in that voice online is much harder when you know, every three months there’s a different person behind it. So, you know, i think that’s more of a struggle for organizations than just having, you know, part of a staff person job to be that because there’s a bit more continuity there because that person doesn’t change. I hope that person is not changing out every three months. So part of that khun b documentation and making sure that whoever it is in turn or otherwise, who’s manages managing those channels, you can have some qualitative components to their weekly metrics or whatever they’re tracking that says, hey, i’ve noticed, what can i say? Things like this? I get a better result so that that new person that comes in just three months later doesn’t have to relearn the kind of, you know, words that the community were sandra, or the kinds of words that maybe they shouldn’t use. You know, some of that more qualitative. I’m sensing this there. I’ve noticed this so that it’s maur. Now i don’t want to use the word documented, but it’s well and there’s continuity transparent for other people, okay, yes, yeah, okay, all right, you’re right, important qualification around use of of interns or anybody that’s going to be limited time. We’re going to take a break and amy sample warden, i’m going to keep talking about getting engaged in around your staffing. Stay with us. You’re listening to the talking alternative network. Oppcoll 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 have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Talking alternative radio twenty four hours a day. Welcome back, more live listener love going, teo kind of god would japan konnichiwa monisha ali’s, columbia ola bueno start is on somewhere in the uk we can’t tell exactly where somewhere in there there’s someone listening and roseville, california power river, british columbia welcome all live listener love and, of course, there’s live listener love right here in the studio from altum pandu jersey, because my parents were here and from indianapolis, indiana, because my wife is here. So amy rene sample ward, we’re glad that you didn’t come with your sickness. Thank you. I am sad because i wanted to meet everyone know? Yes, we were looking forward to it, but we’ll arrange something else. Um, let’s, keep talking. Obviously about staffing. So we know way. Understand your ideas about who should be doing it. You and i have touched on this subject a little bit about policies, but not in a lot of detail. I’m sure there are policies around who owns the account. What types of things are appropriate? Why don’t you help us understand that? Yeah. I mean, i want to start at where we kind of left with the intern conversation. You know, if this is a really small organization, and you’re really just getting started. What happens most often is someone creates, you know, a twitter account, for example, i’m going to excuse myself so say i was a one and a half person organization, we were just getting off the ground, i just wanted to have a way to kind of create buzz and make sure i was listening to the community as we were starting our organization. Your this is your caligari ate my twitter account using my name and because that’s who i am and, you know, we don’t really have a lot figured out just yet, just getting off the ground and time passes, our organization grows, and now it may be a year later and i have staff and the staff are saying, great, we want to set up, you know, a twitter account, but now everyone is just following you as a person, which is fine, but, you know, then you don’t really have the framework remind, you know, in those channels to transition the community very easily and, you know, so i’ve seen organization struggle with that when they get to that point of, like, oh, gosh, everyone’s following this person. But, you know, we want to open the conversation up so it’s not just them, you know, tweeting during the day about work and then tweeting in the evening about the baseball game like, can we? You know, let’s transition to a formal organizational account? But how do we, you know, get those people over here without them just dropping off? So, again, some of that continuity planning has to happen in the beginning where, you know, where do we want to go? How do we want to set up these channels? And part of that is in the policy so that whatever policy you create when you first get started, you know, this is maybe just focused on twitter and facebook, but it’s set up so that, you know, the protocol of grated uses are, you know, funders of our logo and it has a photo of, you know, the staff page, maybe and whatever and that way, anytime in the future, when you add new channels or you want to try out a new channel that’s just, you know, magically appeared on the internet one day staff for you as that hit didi. And the baby can follow the same will know that you’re not setting it up to go in all different directions. So that’s one version of the policy, you know, if you’re a small organization, just setting up accounts at all on the other side of those organizations that have accounts already and have staff that are trying to use them. So what are those policies that support? Like we were talking about the continuity, but then also support staff knowing who uses these channels? Because if they feel like they’re supposed to be using them and they don’t want to, then you just create that animosity of hate twitter and i were apparently all supposed to use it. Normally you’re not awful, steve, you’re just, you know, need to have some resource is internally, so they know great. These are the people that tweet for this program, and this is the person who sends out, you know, the email promotions for this other program, and whenever i have content for them, i can go give it to them. But you’re not saying great now we have the social channels is an organization, and everyone has to use them, okay? Okay, what about let’s go further in these in these policies, working from home you as membership director of inten you do you work from home on ten is very distributed lots of organizations are what about policies around home usage and and using your home hardware? Yeah, so we have organizational policies about the, you know, actual, like computers and phones and printers and stuff that we have in distributed staff home, but when it comes to engaging online, if it can be helpful in a way, because our policies are that, you know, if it’s east coast time and i’m awake, even though i’m not the primary voice on our social channels, i watched that much more closely when i wake up in the morning because i know megan, who does support our social channels who’s in san francisco is not awake yet and because we serve members all across north america and all across the world, really, you know, we want to make sure that not that we’re saying everyone has to be plugged in twenty four seven checking, you know, checking twitter at eight a m on a sunday, but if it is a work day, and i’m already awake and working. I might as well have that window open so that i can make sure someone is being responsive and that you were there to answer questions. And once megan wakes up, we kind of hand the baton across the country, you know? And then she can take take it from there. All right? All right. We have just about, like, a minute and a half left or so how do we how do we predict? Ah, speaking of time, how much time this is going to take for the for the staff person? Yeah, i think that the best is to start small it’s also best, you know, i think we’ve said this on the show before, you know, don’t by listening, you know, service that is thousands of dollars. If you haven’t even started listening to free, you know, via free tools yet or, you know you haven’t investigated what’s even in your google analytics before you go, you know, try and buy some extra tools that the same is true with staffing, i think start small, especially if it is someone that’s already on staff, so you don’t have to go try. And hyre a new person when you don’t yet really know what you’re looking for. So even if it’s just thirty minutes a day, you know, five days a week that’s dedicated to that effort so that whatever staff person it is that’s doing that can can be active can be engaging the community, but can also be saying, hey, i think it really for our organisation and for the amount of community we have, i really think it needs to be two hours a day, and i can’t do that, or i’m fine half an hour a day or, you know, maybe hey, this thing’s full time, i you know, through doing it half an hour a day, i’ve seen all that we have going on, and this is i can help structure that job for this new hyre so i would say start small, even if it’s just thirty minutes to an hour a day with an existing staff person so that you, as an organization can say, great. This is really what we need this job to do because some organizations have, um, a staff person that manages the social channels as well as a program area. Okay, meantime, organizations have them, you know, they’re on the communications team, and they’re often doing some of the email marketing, but then also the social channels and the organization that is dedicated to those online profiles way have to stop. We have to stop there, amy cookie cutter the answer for organizations that they need to try it out internally just to figure out what their need is before they could fill it. We have to stop there, amy sorry, amy sample ward, you’ll find her blogger at amy sample ward, dot or ge, and on twitter she’s at amy rs ward amy run a sample ward. Thank you very much. Thanks tony. Next week, e-giving twenty twelve and a twenty thirteen forecast rob mitchell, ceo of atlas, of giving, returns to review last year’s fund-raising by sector and mission and state, and he’ll give us his forecast for twenty thirteen i’m pleading, can you please rate and review the show in itunes? I know you don’t have to go there anymore because you’re listening by podcast most of you, but if you could make the trip, i’d be grateful. Make the trip to itunes rate and review the show live listeners, please. When this show is over, open a window. Goto itunes rate in review give us a one through five star rating, please, wishing you good luck the way performers do around the world were still in serbia, bosnia herzegovina, montenegro and mathos. In serbian, the language of those countries break a leg is slow, may know goo. So, for this week, i’m wishing you slow me. Nobu. Our creative producer is claire meyerhoff. Key influencer tony martignetti. Sam liebowitz is our line producer, and the show’s social media is by regina walton of organic social media, the remote producer of tony martignetti non-profit radio is john federico of the new rules. Oh, i very much hope that you will be with me next week. Friday one to two p, m eastern on talking alternative broadcasting at talking alternative dot com. I didn’t think that shooting the ending. You’re listening to the talking, alternate network, waiting to get me anything. E-giving cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life will answer your questions on divorce, family court, co, parenting, personal development, new relationships, blending families and more. Dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? 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