Big Nonprofit Ideas for the Other 95%
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Amy Sample Ward: Social Change Anytime Everywhere
Our social media contributor and the CEO of Nonprofit Technology Network (NTEN), co-authored this smart book, “Social Change Anytime Everywhere.” When it was published in 2013 we talked about how your nonprofit can raise money, find advocates and move the needle on engagement in our anytime, everywhere world. It’s worth hearing again. (Originally broadcast on March 15, 2013)
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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent on your aptly named host. Oh, i’m glad you’re with me. I’d suffer the effects of amblyopia if i saw that you missed the friday the thirteenth show social change, any time everywhere our social media contributor and the ceo of non-profit technology network and ten co authored this smart book, social change, anytime everywhere when it was published in twenty thirteen, we talked about how your non-profit can raise more money, find advocates and move the needle on engagement in our any time everywhere world it’s worth hearing again, there was originally broadcast on march fifteen twenty thirteen on tony’s take two there’s a new video and i’ve got five minute planned giving marketing tips. We’re sponsored by pursuant full service fund-raising data driven and technology enabled, you’ll raise more money pursuant dot com, also by crowdster online and mobile fund-raising software for non-profits now with apple pay for mobile donations crowdster dot com we’ll take a break and when we come back, we’ll go right into amy sample ward. You’re here that you’ll hear that she was a little late getting. To the studio. A little huffing and puffing from the subway will go right into that. After this break. You’re tuned to non-profit radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a quick ten minute burst of fund-raising insights, published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website philanthropy dot com fund-raising fundamentals the better way. Welcome back to big non-profit ideas for the other ninety five percent i’ve got live listener love forest grove, oregon welcome forest grove you haven’t been here before. Welcome. Lincoln, nebraska, brooklyn, new york and woodside, new york welcome live listener love out to all of you let’s. See in aa. Tokyo, japan. Osaka, japan, and fukuoka, japan. Konichiwa, welcome live love tto live listen to love teo each live listener amy’s not here yet, so we’re going do a little a little preview of her book, a little browse through her book. The first thing that i want to point out is that i wish it had more pictures when i’m when i’m picking books. I i flipped through looking for pictures and i probably would not have bought her book. It didn’t have enough pictures for me. I like pictures like more graphic, so it has graphics and has some screen shots. It’s very good that way, but i would like more. I would like more pictures in amy’s book. Aside from that, any sample word has just joined us. Well, i’m sure you did. All right. Pick moment. Take a moment. Compose yourself if we figured you were in the subway, i was just saying, i wish your book had more pictures. Oh, yeah. Pictures of what? Just it doesn’t really matter. I don’t know. A cute dogs, landscapes, landscapes. Yeah, i just looked and i look for pictures as i’m i’m browsing through the book section. The books, it was meant more for reading than browsing, but okay, take another breath. Yes. You knew you knew that we were waiting for you, and yeah, i was going to be fine, but welcome. Thank you. Have you for the full hour? Yeah, exactly. I’m happy to be here for as much of the subway would let me to be our best majority. I did tony’s take two in advance. So? So whenever i’ll have that time together, congratulations on your book. Thank you. It’s called, written by alison is keeping kapin kapin much. Tell us about alison she’s, the founder of radcampaign and the tele summit and network women who tech she’s based in d c uh she’s. Pretty. Cool. Yeah. I met her because i was at your book launch. Oh, that’s right book launch that you did at the at planned parenthood. Planned parenthood federation. Yeah. Yeah, that was very good to about forty people. If you got to meet your husband, max? Yes, very nice. Often left alone as your traveling throughout the country. Yes. That’s the that’s the first time he’s ever seen me speak in any capacity in public? Yes. He said that i didn’t talk to him. You know, first time i know for certain that lovely. Okay? We’re in a what? Why do you let’s make this clear? But okay, i need any time everywhere, what’s, what’s our anytime, everywhere world that you are trying to help people make social change in. Well, the anytime everywhere is really focused on the people, not the organization. So all of your constituents, donors, supporters, whatever you want to call them, they are, you know, living their lives basically around the clock, their life. And they are thinking about okay, if i want to talk to this person, i’m going to do it here or if i want to talk about this topic, i’m going to do it here, you just interact with your community. However you do as an individual, it might mean a friend calls you and then after you hang up, maybe you go look at facebook and interact with another friend there and then maybe send your mom and email, you know, but you’re not thinking okay, well, i only talk to sam on the phone, and i only talk to my friend barb in email, you know, you as people, we don’t treat our communications and our networks in that way, so organization shouldn’t be saying, ok, well, we only send you emails or we only let you talk about our campaign on facebook. We need to think about the way we communicate and allow our communities to engage with us as as a way that crosses all those channels as well, okay? We’re not segmenting our lives and write our community our conversations, right? Stilted, like communications are conversations, right? I see somebody on foursquare check in and i’ll make a snarky comment or something. E i have seen one of those geever andi didn’t answer it as i recall, um, in fact, you were recently traveling, you were in south by southwest i wass that’s ah, what i think of it is just a big music and party and drink fest. Is that what many people think of it that way as well? I’ve never been there at the beauty of being me is that i can know nothing about something and still be an expert in it. Yes, of course. Oh, i think i’m very well acquainted with south by southwest, even though i’ve never been there. Why don’t you tell us what the rial tell people like me who think they’re getting everything that they know nothing about but it’s a very comfortable place to be actually i what is south by southwest? Well, it are very originally was a music festival, but now has three components music interactive, which is really all kinds of technology, not just social media, including gaming and all kinds of interfaces hardware, software, etcetera and film. So film and interactive take place the same week. Concurrently on then the following week is all metoo xero were you there in your capacity as membership director of non-profit technology network? I waas so there’s a non-profit lounge there lounges of all different types sponsored by different people. So there’s, a blogger lounge meant for bloggers to find each other, etcetera. So the non-profit lounge is sponsored each year by beaconfire ah, long time, you know, and ten member organization sponsor, etcetera. And they opened it up for others to get to be in the space with them. So and ten had a presence. We had a couple couches, if you will. And i was also working with them to manage the content each day so that people that were started in the lounge. Yet what kind of cause that we had was that we had a different topic each day. So we had one day was focused on measurement and metrics. One day was focused on engaging millennials. One day was focused on technology, staffing and the capacity around technology. Um, there were a couple more, and we so we highlighted little, you know, not not trivia because they’re real. But, you know, just little tidbits from our research each day based on that topic. So you come in the room and learn different things. And then at lunchtime we had panels on that topic so people that we knew were going to be either at south by southwest are actually based in austin that we could bring in to talk that day, just with who ever wanted to be there and engage with them. And then night times that was the drink fest in. Well, for some, i think drinking started as early is, like, eleven, because i guess technically it’s noon on the east coast, huh? Yes, yes. All right, anything. Did you learn a couple of one or two little things that that you didn’t know or maybe reinforce something that what was your was your take home from from south by the has to be some? Yeah, i think you know, they’re always different applications or tools that get launched itself myself west. So people, you know, waiting, teo, unveil some new application, and so there was a bit of that as well, but i think this year, the feeling that i got from a lot of the non-profit and social impact crowd at the conference was that people are really starting to get to a place where they feel really proud about some of the things they’ve done in their non-profit and they they wish, you know. Hey, what? Why don’t we get all the attention? You know, just because that really big organization, you know, that has tons of marketing budget and had tried and tried many things and then succeeded with something, you know, we’re a tiny organization, and we did that to, you know, they want a platform for their voices to but, you know, south by is always kind of mixing up the content and have had different tracks and and things like that over the years. So it’s not to say that there will never be a platform for them, but i think this year there are a lot of organizations there, you know, looking for a place where they could stand on their soapbox and then get to share with everyone what they’ve worked on, all right and excellent that they got that exactly like to see that small, especially small and midsize shops getting attention. Craig newmark wrote the forward to your book. Craig is the founder of craig craig’s list, of course. And craigconnects he’s been our guest on the show twice? I think that was a trivia question once. How many times you been on the show? Oh. Did we do that? Oh, i think we did. I think for a giveaway and weigh just you were my guest for the hundredth show and we’re giving away, yes, but the answer’s two way long ago gave away a lot of intense swag for us to give away. Yes, and he says in the forward that social media and good customer service or big deals you think we were going, you and i talk every month about social media, we know that that’s a big deal goodcompany mers service, why? Why is he talking about that with respect to social engagements? Social change? Well, i think it doesn’t matter if you’re for-profit aura non-profit if you do true direct service or not, ah lot of the most basic day to day interactions that you could be having with your community take the form of customer service, even if you know, in a non-profit we normally don’t call them, but answering people’s questions or just being able to be present on social media, where you see people asking a question, even if it’s not about you being the organization that i can answer the question for them and really playing. A service role builds community in such a small kind of passive way, but that israel and you’re creating value with them that it is a matter you know, if you are comcast and you want to use twitter to answer customer service questions or, you know you’re the humane society and you want to use twitter to make sure people know how to get help with their animals and and, you know, i like your just broad definition of what’s customer service. I mean, it may just be interacting on a day to day, right? We may not think of it as a service to the customer just having, you know, we’re just engaged in a conversation there on the engagement ladder and which is that we’re just, you know, talking to them, right? You’re exactly right and helping helping your supporters take advantage of all that they could do with you is customer service, you know, someone calling and saying, i want to volunteer, but i don’t know how and you pointing them in the direct in the right direction that is still a customer service function in your organization. We’ve got some live listener love, we’re talking. About texas, austin, texas, where itself by was but we have san antonio on the line, santa or on the web, you know, antonio, texas live listener love, welcome, welcome to the show and the conversation let’s talk, talk a fair amount, i think about fund-raising and then how will we even, you know, engagement and advocacy get, you know, getting talking toa advocates and motivating advocates, and you spent some time talking about the different motivations to give why white people are giving on dh there certainly have been articles and books on this right by the the traditional, i guess. Fund-raising pros that are out there, you you spent a little time with emotions, emotions versus statistics, right? What would you like to say there? Well, obviously, we are humans, we are driven by emotion, and i think that a lot of online tools facilitate that really well, you know, how many times have we seen a tweet or gotten an email where they say, you know, this many million people in this country are dealing with this issue and it’s like, okay, well, i don’t actually know a billion people, so i can’t conceptualize that very well. You know, but having a story that directly connects with you and is someone that’s already been served by that organization helps you understand the kind of person that is may be dealing with that issue and the way that the organization helps them because that’s really what we need thio conceive as the person who’s going to take action, isn’t that what does it really mean for a billion people to be dealing with this issue? But what does it look like to help a person with dealing with that issue? If i can conceptualize what changing the fate is, then i can understand how i can help it and be a part of it. But if it’s just the raw data, it’s really hard to see what the action is in that, and social media really helps with storytelling because you can have, you know, people interacting people sharing their own story in response to that story, it really facilitates that. But the other part of emotion is our natural competitiveness and, you know, not really wanting to say, oh, yeah, my friend karen gave a lot more to that organization that i did. Who says that? Who? Says, oh, i gave the least of my friends, you know, and and tapping into that natural competitiveness, you know, using peer pressure for good is actually very successful. One of the research reports that we sight in the book was in pledges, so so, like a pledge drive over the phone. But still you could do this on social media. But when the caller you know, talking to the donor said that the previous caller had given more, then they were about to pledge they then up to their pledge, and they upped it even more when the collar sad. Oh, actually, the woman before you, if it was a woman collar and once they knew it was the same gender is them. They gave even more so just by presenting the opportunity to be outdone by someone else, people wanted to beat them. We’re going to talk that’s. Outstanding. We had a guest. I had guessed professor gen shang from the university of indiana and she had done research with this was telephone based also with public radio in bloomington, indiana. When when? When certain, whether she had five key words and when they were used to thank the person you’re or to describe the person as as a donor. So you’re very kind of you to give or it’s very compassionate of you to give that it increased the the donations right for that call. And actually i think that we’re doing it. I’m being a little inarticulate, but where they were doing it was want to thank you for your kind donations in the past, or your compassionate or your thoughtful donations in the past, and we hope that you’ll you’ll help us today. Yeah, those using there were five different adjective she had and they could trigger they would trigger hyre giving than someone who who was just thanked. Thank you for your past giving, right? So this is this is really interesting when it’s gender and when there’s a comparison to the previous calling out, how were they, you know, like what the language they were using? Because you don’t be snarky about, right? Right? Do you remember? I know they were introducing that it’s now the top of my head. It was something like, you know, similar. Like, thanks so much for your desire to give the woman before you donated fifty. How? Much would you like to donate? So you’re just kind of using it as a the context setting statement and then giving them the chance to say like, well, darn it, i’m given sixty five, you know? Yeah, yeah, excellent. Okay, going back to your point about big numbers versus a face, i found a quote, i’m going to quote mother teresa, i found a quote that that’s pertinent to this, i think she said, never worry about numbers, help one person at a time and always start with the person nearest you social media can make a story come alive. It could be a person near you could be pictures on instagram. It could be video youtube video on your block you can you can put a face to the homelessness or the hunger that affects a billion people right, and show people how their gift will will impact that that story right? And i like the part of the quote that says start with the person nearest to because that’s too, what we’ve talked about many times in the show don’t go out there and try and find these new people you already have a community of people. That you work with that you’ve served start with their stories and then other people will come out of the woodwork, you know, that identify with that story or that have also been served, but maybe hadn’t talked to you before, so start with the stories you already have and just show them out to the to the rest of the community. Ok, so some peer pressure, yes suffering make a little point about about suffering can be a valuable, motivated give yeah, it’s kind of a weird nuance on competition. It’s it’s part of why things like walkathon tze and challenges of you know, if i if someone donates five thousand dollars, i’ll shave my head because we we actually really liketo watch each other have to deal with something that we don’t have to deal with. And so it’s it’s part of why we can say great, you know, if you pledge, i’ll have to run this many miles terrific. I would like to see my friend have to run that many miles yeah, and again, doing that in a place where all those people, you know, in a like a thon process where all those people are. Competing for donations gives you both layers of the captain’s competing against each other for the most pledges, but then also all of their friends saying, oh, yeah, i want my friend to have tto shave his head back in the dark days before, before i knew you as well as i do, those were the dark days they were well, they were more your doctor darker for you if you’re going there were much darker for you before you knew me then, and then before i knew you, i was used to now so you’ve even like you, really? You haven’t liked me because i used to pay more attention to vanity metrics. Then you and i have talked about vanity tricks, and i’m going to give the quintessential example of it in the second i pay less attention to those things now more involved in the more thinking about the engagement, and i was paying at that time very close attention to the number of facebook like likes, likes of the show’s facebook page, and this was a couple of years ago, and i wanted to get to three hundred and i don’t remember where we started, right? But i i with some high school friends of mine who were willing tto co chair, the campaign i issued the blue pedicure challenge and i said that i would get a blue pedicure if friends from anywhere but the two friends from high school with cochair radcampaign if we would get to three hundred likes. And of course, we did get the three hundred likes within a certain time is like two weeks or so. We’ve got three hundred and and i went across the street from the studio here. There’s a rope on the second floor there’s a salon. And i got a blue pedicure and i had video it’s sons on the youtube channel. It was great fun. Yeah, and people said, you know, a soon as we got the three hundred are weighted the blue pedicure. Yeah, it’s tony gonna make good on the way we want to see the photo. So i had video of me making my appointment, which was won. And then i picked my color. Nice different shades of blue. Of course, of course. Pick my blue color. And then i went back a week later for my appointment and i upgraded to the paraphernalia axe also, i got the paraphernalia. I don’t even know what that means, but well, they put your feed in warm wax. Oh, interesting wax. Okay, yeah, i don’t know what i’m supposed to soften. I think too interesting. That was my first and last predator. Like so many questions now, so well, they’re all answered on the video there i’ll go to the video i blocked i met blogged it too. I know it’s on the but certainly it’s on youtube blue pedicure challenge you took a multi-channel approach to this pedicure experience. I did that’s true because we campaign was in multi-channel and then the impact in the outcome were were probably blawg and certainly facebook on dh youtube e did take multi-channel provoc any other and plenty of engagement. Lots of engagement it was great fun. Yeah, it was good. So pie in the face you use the pie in the face example in the back there’s a picture of someone one of the few pictures in the book has someone getting those lots of graphs and good pictures has someone getting a pie in the face and there’s a picture of alison’s dog in the book leah leah lida, lida lida. Like peter with a now. Okay, why is why is there a dog picture? Because they adopted her. And so there’s ah, case study in there about an adoption campaign. Okay, so there you go. There’s a picture and it’s a cute i didn’t say there were no pictures. I said it’s not enough to suit me. We’re coming out in the fall with color book edition, graphic novels like graphic novels. All right, we have just about a minute before break let’s talk about the last area of motivation sharing impact. You and i have talked about this before, but let’s just remind listeners how important that is. Yeah, and it doesn’t have to be, you know, i think a lot of organizations, when they think sharing impact, they think, okay, well, you know what? The campaign’s over will send an email that says, we got all of the money, and now we’re going to do the thing. There we go, that’s the report, but but there’s versions of sharing impact that are kind of like evergreen content. You know, the putting, putting some of your expenditures or big, successful things. In the footer of your email. So anytime someone goes are in the photo of your website, anytime someone goes your website, they see this is how much money is being devoted to programs. And this is what those programs have created or whatever. There’s also reached the research that shows on donation forms where you actually show the impact of the money. People donate more so again, just just keeping it really clear, clear and present all the time as an opportunity. Right? Wait, go away for a couple minutes. And when we come back, of course amy stays with me. And i hope that you do too back live in studio it’s. Time for a live lizard. Love i feel like doing that now. Sometimes due later. But it’s my show do whatever the hell i want live listen love new bern, north carolina live listener love to you love north carolina and new york. Checking in big bloomberg blooming berg upin the stuart area blooming burghdoff york, new york, new york and rego park in queens loveless or love to everyone in new york and north carolina. Let’s go abroad. Tio, tokyo, japan. Konnichi wa multiple tokyo naturally, that’s, that’s standard and multiple korea seoul. So, chou i hope i said that, right? Korea on yo haserot some listeners in india today that’s unusual welcome, welcome live listen love to mumbai and siliguri again i hope i said that correctly in in germany we’ve got wartenberg, guten dog and we got buenos aires, argentina bueno, star days excellent, lots of live love what comes after live listen, love i know you know it’s a podcast pleasantries how can i continue with how could i do live? Listen love and not podcast pleasantries it’s not possible. Likewise arika do podcast pleasantries, not affiliate affections you can’t have one without the other and the other are ten thousand over ten thousand podcast listeners. So grateful for you thank you! Thank you for listening so loyally and our affiliate am and fm stations. So grateful for your listening across the country affections to the affiliate listeners, whatever time and day your station fits it into your schedule. I’m glad you’re with us now pursuant and crowdster pursuant talk about generosity generous with their knowledge and research. They hosted a free webinar ten days ago. So may third i talked about it here. I hope you took advantage of that. They had over five hundred people on the on the web in our outstanding. Now that wasn’t their research. They had a ah a guest sharing lessons from walt disney. And actually, i might be thinking about him for the for the show here. Apparently he’s a big walt disney fan. And he’s, also a fund-raising consultant. Gonna look at him, but they they pursuing does put their own research out in white papers and seminars, and they do it gratis. And i admire that. Plus they have that fund-raising tools that are perfect for small and midsize shops. Pursuant. Dot com. The madison park co operative preschool in seattle, washington used crowdster peer-to-peer fund-raising for a brand new event. They had been doing galas, and they got away from that. They want to do something daytime that would be more family oriented. It’s a school. So they tried this first time a polar plunge in lake washington. The school has about a hundred families. One adult from each family took the plunge. The others were cheering on. Their goal was twenty thousand dollars through the crowdster peer-to-peer fund-raising sites that everybody created the raise. Twenty five thousand dollars outstanding. The school is thrilled. Crowdster works small and midsize non-profits crowdster dot com. Okay, well, tony’s, take two. I’ve got a new promotional video for non-profit radio. There are shots of me in central park. It’s got interview clips, standup bits, it’s three minutes and that video is at twenty martignetti dot com or on youtube, where my channel is riel r e a l twenty martignetti some swine up in the boston area took tony martignetti i had had add rial to my channel life’s tribulations first first world tribulations. Terrible. Um, let’s talk a little plant e-giving marketing because we’ve got a little extra time because, uh, well short with amy because she came in late so i’ve got some i got what i call five minute marketing tips planned e-giving it is not a black box is not hypertechnical. You do not need expertise to be successful in plan giving. You do not need a lawyer or a consultant to start planned e-giving marketing. It is not on ly for big non-profits and it is not on ly for major donors. All those play those back if you need to, but those are common myths that i constantly and dispelling when i do plant, giving workshops, training, whatever, so count all that back, play it back if you need to easy tips drop a few speaking points into remarks at your events like this. I’m excited we’ve kicked off a campaign to encourage you to remember us in your will, it’s very simple to do if you’d like more information, please talk to and then whoever it is and then what? That was that person say all they’re doing is giving advice on some very simple language that goes into the person’s will, but you’re directing the person back to their own attorney to create to create that language you don’t, you don’t have to provide the legal language totally unnecessary. Another idea in your annual report or in a newsletter? Put a little sidebar we’ve picked off a campaign to encourage you to remember us or your or your name, you know, in your will, it’s very simple to do secures our work long into the future, and you’re you. The info that they’re going to need is your legal name, your address and your tax i d number your donors then present that to their attorney and drop it into the will. Very simple. Five minute marketing. I’ve got a ton more, but some easy plan giving marketing don’t be put off by plan giving. Please get started. That’s tony’s, take two here’s more with amy sample ward. Thanks for joining us. Multi-channel let’s. See what you bring in-kind caroline, caroline caroline xero eyes are san antonio is that i believe shut up, san antonio. Um, okay, so we’re all about multi-channel we should have a plan for our multi-channel now engagement strategy comes out, we ought to write. Yeah, you want to have goals? You and i have talked about some of this before, but right, putting it all together now and you’ve put it together in a book. So it’s ah it’s worth it’s worth revisiting the stop. Yes, because they are important. Our multi-channel plan goals. How we’re going to figure out where we want to be. Well, especially for fund-raising you know, goals have to be really specific. It’s hard to say we’re going to do this year and campaign because we would like to raise some money and you know where? We’re soup kitchen, we do things that are important, although important, not compelling has a goal for your staff to even create a campaign out of, but also for your donors to want to support. But if you can say if we raise this much money, it will actually give us this many meals in this much time, you know, three hundred meals over the course of the month. If we can raise this much money, people then can imagine bourelly you know what their actual like hundred dollar donation means as faras how much is served, but it also sets you up to do more than your asking, you know, if you say we’re we’re shooting for ten thousand dollars and that gives us us three hundred meals for the month of january as soon as you get close to the goal. It’s really easy to say terrific. Now, if we get ten thousand more, we can feed everyone for february two instead of those campaigns that you see where they’ve done a really great job, they’ve activated their community, and once it starts, they actually start raising a lot of money, and then they get to the end. And they think terrific close down shop, you know, the thermometer reached the top instead, you’re setting yourself up to go is much, you know, raise as much as you can in the time that you’re planning to run the campaign, and you also set yourself up. If, in case you don’t reach your number, you’re still able to report back in a successful way of saying, you know, we had high hopes of raising ten thousand and we didn’t get there, but we’re still have enough to do two hundred bills this month, and this is how you could help us, you know, after the holidays to serve those last hundred or whatever. So giving yourself a really clear goal lets you iterated kind of as the campaign goes and respond to how, how it’s doing important, do you think tio, have a time limit to your your fund-raising goal? Definitely ah lot, whether you have one week or a one month or however long that the time is, you’re going to see an initial tick and then a big drop in the valley and then as it gets closer, you know, everyone starts donating again, so it doesn’t. Really? I mean, technically, it matters. You don’t want to say this is a yearlong donation campaign, but whatever the duration, is it’s really clear or it’s really important to be clear about when the end date is so that people know? Ok? It’s coming, oh, my gosh, i better donate now and and they actually respond to that e mail instead of just saying, oh, well, i could do it next time i remember or next time i have my wallet now we’re gonna have to figure out how to message messages campaign, so that should be a part of our our plan also, exactly, and a lot of organizations, you know, when when starting to think about a campaign fund-raising or otherwise get really excited in that staff meeting when you start brainstorming like the catchphrase of the campaign, you know, and that can be fun and enjoyable, but very rarely are the witty catchphrase is actually the things that include the action and the ask, so don’t spend too much time thinking of like balloons for ur or whatever like crazy thing that maybe is related to the campaign is because you want to make sure whatever. Very simple phrasing you use and then build your campaign off of includes the aschen, the action. So what, you know, give or do this thing for, you know, this many meals in this time? And then once you have that core messaging yu khun, start planning out of communications calendar that’s reflective of all those channels you want to use remembering, of course, offline or direct mail and not just e mail, etcetera. The other part about messaging that i see organizations forget about is is they concentrate on how they’re going to launch the campaign, and their communications calendar will say, you know here’s, the first email that goes out and here’s, how we’re going to decorate our facebook page and rebranded there’s no date in that planet’s launch plan on them. Exactly, exactly for exaggeration plan. Sometimes organizations say, well, you know, we want to be responsive, we want to wait and see how it goes. Well, that’s totally fine, but you could still say our plan is to send a second email day three of the campaign, and we’ll be able to say what you contribute, darling, you need to have planned out when you’re going to message so that you can say great if day three, we’re going to send it on update email let’s, make sure later that afternoon facebook has an update as well, and not just another, you know, status report or something, so it helps you maintain a good flow across your channel so it’s not always responsive and you’re you know, twitter isn’t just thanks, thanks, thanks, but also has things to share out, you know, that match your other communications you meant now you mentioned offline also. So this is that we’re not just talking about online social social networks, but the offline strategies should be coordinated, if that’s the way that you’re right, typically engaging with people right? And some organizations may plan an offline launch event the day that the campaign is launching. So of course, you know there’s a lot to do there, but it’s also a good reminder to to capture content from that launch event that you can use throughout the campaign. If you have a bunch of people in one place, make sure summer your staff have their phones or flip cameras or something to take some videos, and then you have maybe half a dozen videos you can use during the course of the campaign that again, just bring up on individual story give you some divers content, etcetera, you know, whatever kinds of content you could pull from that live event but it’s also a good reminder that many organizations, even while running a campaign, have other work that you’re doing. And so maybe you have a press event about some of your other work use that as an opportunity. Once the press component of that piece is over, you know you’re done talking about that policy change, you have a room full of people, then say, great, you know, this is all done i had now want to talk to you about this campaign we’re running, and we’re on day five and it’s going really well and here’s the story take advantage of all those awful and opportunities to engage people kayman sample ward is a cz membership director of and ten, which you’ll find it in ten dot or ge and the book that we’re talking about, whether that she co authored is social change anytime everywhere you khun follow amy on twitter she’s at amy r s ward which we know stands for. Rene the artist for rene and her block is amy sample ward, dot or ge? Get some more live listener love madison, wisconsin. Tustin, california. Salem, oregon. Welcome, salem. Welcome. You’re in. So you were in salem several months ago. You were in somewhere in oregon. Weren’t portland, portland not very far away. Okay, italy, we don’t know what city in italy. We just have a vague reference to italy. Bon giorno, chow. Welcome live listener. Love also tio sudbury in ontario, canada. And barnaby burnaby. Pardon me, burnaby in british columbia, canada. Two provinces welcome, canada he’s offline strategies. Amy, um, could also be so for, aside from events direct mail, if you usually using that channel telephone. Yeah, right. This these could all be coordinated in your three day or one week or one month campaign. Yeah, especially if you have stories that you know you’re going to use ahead of time in your campaign. You know, things that you’ve collected in the past, because if you khun send a direct mail piece, especially just something simple, like, ah, postcard or, you know, an invitation to participate in the campaign, that is from that person, or telling that person story has their photo. And then two days later, you can send them an email that says, great. Now, the campaign’s open, and it has that same story. People then can say, yes, i know that story. I ready to kim. You know, i’m ready to join or actually remember that they’ve signed up with your organization at all, and that they should be engaging in this campaign. And that direct mail piece wasn’t a like mistake in their mailbox in their apartment building. What do we know about how donors give across multi-channel versus more traditional the off, strictly offline? Well, that data is changing every year is we actually get more and more data at all have more people that we can ask survey, etcetera and and organizations are also becoming more sophisticated with being able to track their donors with they came from online or not, and then just able to report that data so it’s getting more it’s getting clearer every year, but really, we know that people that are online aren’t just saying because i found you online, i want to give to online or because i found you offline. I want to give to offline there’s actually a lot of back and forth that happens. And for most people, even if they are millennials, where people think for some reason, you know, young people only ever look at facebook even if they found you on social media, they still come to your website tto learn about your work and figure out if they want to donate to you so that relationship, maybe on facebook, that relationship may be off line at events they attend, but they still want to go to your website where they can kind of take control of what they’re looking at on your website and learn about your work. So it’s still really important that you have information on your website, but also that you provide that donation, ask an opportunity button, what have you on your website so that once they go there and learn about you, they could take that action? We also know that activists are seven times more likely to be donors, so we can’t treat people like, well, this is my activist list in this database and over here is my donor list because those activists are totally primed to now give you money, they just put their name on a bunch of work for you, they might as well, you know, give you ten dollars, so it isn’t just about allowing them to come to you wherever you are, but also making sure you’re giving everyone the opportunity to to engage in donation or fund-raising asks, excellent, uh, keeping with our multi-channel a z, i said you could join us on twitter using hashtag non-profit radio there’s some folks on the facebook page and we have a phone. Call. We have tim. Tim, welcome to the show. Oh, thank you very much. Hi, dad. Ah, that’s. Adorable. Dad called yes. That’s to sweden. Where you where you calling from? Amy sample wards. Dad. Well, i work important oregon, but amy was raised, and we live out in the country outside of portland. Okay. And, uh, of course, her mother knew first and called me and said, oh, my god, going to computer your daughter’s on the radio. I just had to get on here, listen and tell everybody i see how proud i am of this. Oh, thank you, dad. I love you. Now, i hope you’re gonna listen. Other shows to tim, you know. Oh, i will now want you to be a regular starters on there. Yeah. Do you have? Do you have a question? You really want to ask? Amy? Yeah. When’s. He coming home. This’s too sweet. I love this. I’ll see you on saturday. You will at a girl. All right. Find adal. Proud of you, amy. Thank you, dad. Nice to meet you to let me on it’s. A pleasure to meet you, tim, if you want to, if you want to. Ask a question of amy. You can call eight seven seven for eight xero for one, two, zero, eight, seven, seven for eight xero for one to zero. Or you can also treat us. We’re monitoring the hashtag and the facebook page. That’s. A very nice way of saying you’re stalking social media in case people ask questions. Here in the studio. I’m busy talking now thought control. We want to engage people in our messages, whether they’re online offline and you talk about the hooks we have just a little we have a minute before a break, what just once you just tease the idea of of the hook a little bit. Sure, i mean, different people have different ideas of, of messaging hooks and what you can do, but i think for people really thinking about multi-channel campaigns, the important idea of a hook is that that’s, the consistent piece you’re going to throw in so that whether you’re maybe sharing a photo and a story of someone on facebook that day or you’re sharing a big infographic about, you know, all this work that’s going into the campaign or maybe it’s just tweets about simple actions people can take you use a consistent hooked to bring them back into the campaign. So it isn’t just like this photo or share this info graf or, you know, retweet this step, but there’s an additional hook that always connects it back to the larger campaign, so people don’t think, oh, the campaign must be over, and now they’re just sharing info graphics, but but that there’s always some peace, hooking it all together. So it, you know, you want to break the campaign and into individual stories, individual images and smaller actions, but they have to be connected. Otherwise, people don’t get why am i doing this today? And i did this other thing yesterday. We’re going to go away for a couple minutes when we come back, amy, and i’ll keep talking about your your multi-channel plan and what should be in it, including the goals and the messages in the hook that we’re talking about. Stay with me. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon, craig newmark, the founder of craigslist marquis of eco enterprises strong’s best from donors choose dot org’s aria finger do something that worked and they only levine from new york universities heimans center on philantech tony tweets to, he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard, you can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guess directly. To sign up, visit the facebook page for tony martignetti dot com. Lively conversation. Top trans sounded life that’s, tony martignetti non-profit radio. And i am his niece, carmela. And i am his nephew, gino. Oppcoll welcome back. I’ve got more live. Listen, love asia so well represented in john china sold. I’m sorry. Inchon, korea in john career where the airport is. Everybody knows that on john korea. Seoul, korea welcome. Manu haserot fu sh out. China, shanghai, china taipei, taiwan ni hao. Amy, did you know all these languages? I know i have been to korea, but i don’t remember much more than hello. Were you at the airport in inchon? No, you don’t know. You went to see flora. Different airport. I i flew into seoul and then hopped over. Teo, you know we’re other places. Okay, um, the these these little hooks you you have some ideas about matches the hook in as part of your your message plan might be that you have a campaign match which could be which could be motivating to people to give. I thought you meant matches like to ignite striking matches. That’s. Why? I could see the look on your face. Keep talking until you come back till it’s. In my reality, we need to show some reality. Um, yes, matches are a great way. As you know, in a fund-raising like retirement today campaign especially when you know that money is already guaranteed you don’t necessarily have to just recruit a matching sponsor, you could say, well, the sponsors giving us ten thousand dollars anyway, let’s give this sponsor more visibility, give them more value as a sponsor, but also leverage that to get more individual donations. So saying, you know, this sponsor is goingto give for every one of your dollars, and we want to get up to ten thousand just like, you know, they will match more to say, you know, every time you do this action, they will donate so that way you can, you know, maybe you don’t necessarily have a fundraising campaign that’s pure fund-raising but you want people thio maybe donate, you have this sponsor that’s going to donate the bulk of the funds, but you really want to get some behavior change in your community. So the diabetes hands foundation did a great campaign. We’re actually fall diabetes hands, foundation spend, you know, they’re they’re focused on people with diabetes and really making behavioral change so that they have healthier lives and and are healthier people. So they had a campaign where there was a matching sponsor. So they were going to donate every time people exercise for thirty minutes and then took did their test so that they were being able to see from their own results that when they took a test than exercise for thirty minutes and then took another test, how much better their results were blood a butcher on, and then you report that. So so go onto the website or goto instagram and share a photo of view exercising and to prove that exercising for thirty minutes doesn’t mean you drive all the way to the gym. You change your clothes, you know, you do the thing, whatever it could just mean taking your dog for a walk that’s twice as long as normal. So you actually get to thirty minutes instead of maybe, you know, ten or fifteen around the block and realizing you don’t have to go out of your way to be exercising every day and still see those positive results in yourself. So every time you posted that you did the testing and you exercise into the test again, then the sponsor was going to donate. So of course you have all these people that for one. Month no, every time i do this thing that i should do anywhere, you know, they’re going to donate money and then because you’ve done it for an entire month, and even if you only did it once a week, that was already for five times that you’ve taken this positive action and seeing how easy it is, and you’re that much more likely to continue that behavior outstanding. I love how it’s so closely tied to exactly what they’re what they’re mission exactly, exactly improvement of health, of people with diabetes. Exactly. So now, if we have these messages now, we need to identify who they’re going to go out, too and where where they’re gonna go out? What? Which way said you and i are always saying, you want to go to people where they are exactly, but it’s also not the same message, every single place i mean, we have all experienced those campaigns where an organization sends you an email and then post on facebook like the exact same two paragraphs that they just sent you in an email, and then you don’t hear from them for the entire month and they’re just waiting for the response to come in, so recognizing that you’re going to have some consistent messages throughout the campaign, like we talked about with the with the campaign communications calendar, but also that they’re going to be slightly different and nuance. So you may see on facebook people not really catching the campaign, not really engaging, and yet you see people on twitter going crazy and sharing that information, so you’re going to have to address the facebook community, maybe with less information about the campaign, maybe that community is just saying we’re not really interested, so don’t be posting every single day because otherwise they’re definitely going to tune out, whereas you could start engaging twitter more because people are really responding there. So it’s it’s also recognizing where to pull back and not just okay? Well, we’re going to send the ask everywhere another channel that you and i haven’t talked about it, we just have about a minute left, so is mobile. Yet for people who have given you permission to say little about mobile, all mobile is great for engaging people, especially in the middle of the campaign where you could send a text that says, hey reminder. Tomorrow is going to be the last day, so today, when you get home, you should donate or even include in the text the link so that they could go from there, you know, text message on their smartphone over to the to the web and donate their so long as you’ve actually optimized your website. So from a phone, the for the forum doesn’t look like this weird gobbledygook. Amy sample ward she’s, co author of social change. Anytime everywhere i’m very grateful that she’s, our regular social media contributor thank you. I really enjoyed having you on. Do you have so much banter with others? I want to believe that i give you the hardest time. Okay, well, i want then i in that case, i want you to continue believing that the book is social change. Anytime, everywhere get the book. We just talked about a small part of it. We talked about the fund-raising portion, but it’s all about engagement and increasing advocacy. Moving the needle on engagement get this book it’s ah it’s on you’ll find it on amazon social change any time everywhere amy’s blogger is amy sample ward, dot or ge? And on twitter she’s at amy, r s ward. Amy, thanks so much. Thank you, real pleasure every time next week fund-raising and finance friendship and your modern digital team. If you missed any part of today’s show, i charge you find it on tony martignetti dot com. Where in the world else would you go? Please show me the path. I’m very conflicted on this. We’re sponsored by pursuant online tools for small and midsize non-profits data driven and technology enabled pursuant dot com, and by crowdster online and mobile fund-raising software for non-profits now with apple pay crowdster dot com, our creative producer is claire miree off. Sam liebowitz is the line producer. Gavin dollars are am and fm outreach director shows social media is by susan chavez, and our music is by scott stein what a great team this is. Thank you, scotty. Be with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you gotta make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phones me dar is the founder of idealist took two or three years for foundation staff to sort of dane toe, add an email address card. It was like it was phone. This email thing is right and that’s why should i give it away? Charles best founded donors choose dot or ge. Somehow they’ve gotten in touch kind of offline as it were on dh and no two exchanges of brownies and visits and physical gift. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony, talk to him. Yeah, you know, i just i i’m a big believer that’s not what you make in life. It sze, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do put money on a situation expected to hell. You put money in a situation and invested and expect it to grow and savvy advice for success from eric sabiston. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.