Nonprofit Radio for February 22, 2019: Flash Fundraising & DEI and Governance II

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My Guests:

Matt Scott: Flash Fundraising
Prepare. Launch. Engage. These are the essential elements for rapidly and successfully fundraising when breaking news intersects with your cause. Matt Scott from CauseMic talks us through.

Gene Takagi

Gene Takagi:DEI & Governance II
Gene Takagi and I wrap up last week’s thoughtful convo on diversity, equity and inclusion, with mechanics for your board: by-laws; recruiting; committees; decision making; oversight metrics; and more. He’s our legal contributor and principal of NEO, the Nonprofit & Exempt Organizations law group.

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Hello and welcome to Tony Martignetti non-profit Radio Big Non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, I’m glad you’re with me. I’d be forced to endure your Asef Feliz. Um, if you blew my mind with the idea that you missed today’s show flash fund-raising Prepare, launch, Engage these air the essential elements for rapidly and successfully fund-raising when breaking news intersects with your cause. Matt Scott from Cause Mike talks us through and d I and governance to Jean Takagi and I wrap up last week’s thoughtful conversation on diversity, equity and inclusion with mechanics for your board by-laws recruiting committee’s decision making oversight metrics. He’s our legal contributor and principle of Neo the non-profit and exempt organizations law group attorneys take to act blue. We’re sponsored by pursuant full service fund-raising data driven and technology enabled Tony dahna slash pursuant by Wagner CPS guiding you Beyond the numbers wagner cps dot com By Tell us turning credit card processing into your passive revenue stream. Tony dahna slash Tony Tell us and by text to give mobile donations made easy text. NPR to four four, four nine nine nine Here is Matt Scott with Flash fund-raising Matt Scott is CEO of Cause Mike and an industry leading Non-profit fundraiser. He helped Team Rubicon scale from two hundred fifty thousand dollars in annual revenue in two thousand eleven to thirty million dollars in two thousand seventeen twenty seventeen. He’s led the company to help a diverse range of non-profits raise millions of dollars online, including Movember Volunteers of America and the Humane Society. He’s at Matt B. B. A, and the company is at cause Mike Crew and cause. Mike dot com Matt Scott Welcome to the show. Thanks for having me really appreciate it. Pleasure, Pleasure. We’re gonna talk about flash fund-raising. And so I presume that the first thing Teo need to have in place is preparation so that you know, like what kinds of topics and issues are going to cause you tow burst into this flash Yeah, absolutely. So we kind of defined flash fund-raising as any time bound campaign, meaning it’s not going to be an evergreen campaign they’ve got running all the time. But to your point, Tony, it’s really rooted in in this notion of what kind of big moment they’re related to. The impact of your non-profit has in the world is newsworthy. Right? So how do you leverage or capitalize on those newsworthy moments? They relate to your organisation in order to raise funds and awareness. And Dr supporters Okay, so we really kind of finding is that Yeah. And, you know, if something relates to your mission in the news on and you are silent, you know, then I think you risk becoming irrelevant. Yeah, that’s exactly right. I mean, whether you were somebody like our client u s A for UNHCR working with, you know, refugee communities all around the world, or you’re someone like Mercy Corps who we work with. Who could capitalize on, uh, you know, the hurricane in Puerto Rico or the earthquake. And, Paul, you really gotta look for opportunities to be relevant in the news cycle. It’s an opportunity for you, Really, You know, both get your brand out there, but also to acquire new supporters. How How suddenly do you need to be ableto activate when we’re going to get to the preparation? Were not act activation yet launching yet. But I mean, how how quickly do you need to be ready to go? Yeah. I mean, I think it’s really important that that you’ve got the systems and process and method in place in order to capitalize on a news cycle within those first twelve to twenty four hours. I mean, if you take something like Hurricane Hardy Urmila Maria last year and you look a, you know, just really what does that cycle look like? It’s within the first twenty four to forty eight hours where the news is mace drawn to it. And that’s when you’ve got the greatest opportunity, too. Galvanize your base of supporters as well as engaged new supporters. I would say you need to move quickly within the first twenty four hours on the news cycle. In order, Teo really kind of be relevant. And then so I guess tangential to this because we’re talking about fund-raising. But you also want to have a communications plan in place so that you can activate quickly. Journalists. You want to be in touch with bloggers, other influence leaders influencers that you want to be in touch with when again when you know as you’re saying, something hits the news. So you can you can activate quickly on the communication side. Not, you know, not fund-raising related, but trying to get out to the media. Bloggers fear, etcetera. Exactly. I think of kind of two approaches to the communications plan, and both of them you absolutely had on in the head are all about being prepared. The first one is having a list of media outlets in building a relationship with those media outlets and people there prior to master over some news moment, right? So that they know that you’re a trusted source. You don’t want to use that news moment as a as a chance to reach out to them cold. You really kind of want to build that relationship in advance. Also, you want to think about how do you make it as easy as possible for you to be featured as a subject matter expert in the event of a newsworthy event? How are you going to make. It is easiest possible for them to ask you critical questions or to provide context of how your organization is driving impact to solve whatever problem it is that you’re facing. The second piece of it is really comes down to having a multi-channel communications plan, and this is a lot more in the work, you know, in the control of the non-profit. So that includes everything from, you know, SMS. Mmm. So text messaging, chap pot, email, marketing, social media, paid ad paid search How do you develop like a full multi-channel communications plan that ultimately has a single narrative and across all of those channels, but the actual messages slightly different, unique to those channel requirement. Yeah, excellent. Excellent. And listeners you’ll remember had Peter panepento on, and I think it was December and around his book, which I can remember the name of. But we talked all about communications plan and a public relations and a media strategy. Take back public relations. That’s not quite right having a media strategy. And we did talk about what what Matt is talking about, you know, having in place relationships and a plan in advance. So if you want to hear a flower on on a media strategy, including flash moments, go to tony martignetti dot com and just search Peter panepento and that that show will come up. It was a pressure was last December, or was it was November. Okay, so, Matt, so thanks for that. Well, digression on communications. I put you on the spot because that’s not your not your expertise. But thanks for thanks for weighing. And that was that was valuable. Um, all right, so let’s go back to strictly the fund-raising. And what what technology do you need to have in place in advance? Yeah, that’s a great question. So first and foremost, you need I make sure that you have a sierra. Some of our favorite theorems, their sales force for kind of some other organizations that wanted fund-raising solution. All in one, there’s Sierra something like fund-raising straight AA lot of more established organizations. They’re using products like, uh, like blackbaud, Right. But at the end of the day, you wantto want a place where you can collect dahna information as those donations start to come in. Beyond that, you also need to think about like, the top of funnel. So from acquisition, how are you really keeping track of which acquisition channels are working? So if you put out those paid Searcher paid social ads, how can you ensure that you’re seeing return on investment? You need a way to capture thie email address at the very least of the supporter or some form of communication, like a phone number, so we can text you also, of course, need a way to collect donations. So some of our favorite platforms for that include give lively, which is entirely free for non-profits pretty much disrupting the space right now. Getting integrate seamlessly with sales for you also got stuff like classy or fund-raising, both excellent classrooms and innovative sales lorts. And so you want to have a way to kind of take those donations right? But you also want to have an email service provider in place and, increasingly, more and more our clients. They’re seeing a lot of success around text messages and using SMS and Chapa. So we think it’s really important that you also have, you know, leverage a platform like Twill Leo, which you know is an amazing product that is near free for non-profits on and allows you to send one on one SMS and mmm messages to your constituents. So I think in terms of overall, you need a way to acquire and track your acquisition channels. You need to see our AMAH place deposits that in for me, Agent, you need to make sure that you have a way to process donations. Then you gotta have on the communication side, at the very least, a stronger but no service provider as well as an ability to text message your your constituents. I say those are the fundamental elements. Of course, there’s a lot of other a lot of other things that can go into a great text back, But those were really the fundamental Okay, we’re gonna take our first break. Matt. When we come back, I’m gonna, uh, tease out something that you sort of suggested. You didn’t say it, but I just sort of blackbaud razor’s edge. I wonder if those air getting antiquated even though they’re so huge. I mean that not those that razor’s edge product. So we’re going to die aggressive labbate. So give thought to that You got, like, thirty seconds and then I’m going to be on spot again pursuant their newest free E book, The Art of First Impressions. It’s all about donor-centric track new donors making it You need to make that smashing hit first impression. That’s what this is about. The book. It’s got six Guiding principles of Ineffective acquisition strategy. How to Identify your Unique value. Plus, it’s got some creative tips. You’ll find it at the landing. Paid the listener landing page tony dot m a slash pursuing capital P for please. All right, now, let’s go back. Tio, Matt Scott and Flash Fund-raising. So So, Matt, it was just like an inflection and you’re in your voice. Is blackbaud becoming, ah, dinosaur, even though it’s enormous in the market? Or Or did I misread your tongue? Uh uh, political answering this question now he’s hitting on you at the end of the day. Here’s what I’ll say. We’ve moved dozens of organizations off blackbaud and on they’ll force. We have yet to move anybody from sales first blackbaud. Um, but at its core, this is this is kind of the fundamental difference on, you know, sales forces really disrupted the space and the main different. You’ve got an open source platform where you’re able to use best in class female service. Best in class. Uh, you know, text messaging or best in class fund-raising. And you’re able to integrate all of those things in an open way where blackbaud forces you really to use their products. So when you think about you know it’s really come down the innovation, it seems like everybody else’s innovating. And and I think that it’s really important that non-profits go down the way where they’re going to have the ability to capitalized on major trends in the market, like the ability to monitor what’s going on on social media or the ability to really robotically track. Uh, you know, your ad spending conversion and as far as I can tell it can’t say that I You know, I’m all knowing about Blackbaud by any means. But I will say that, you know, we’ve been very satisfied with sales force and the ability to recommend that in class solutions to our non-profit clients that integrate into a system seamlessly really interesting. I So I’m boiling it down to open source versus proprietary. Ifyou’re on Blackbaud, you’ve got to use their plug ins. You gotta buy there. You gotta buy their add ons exactly. Right. At the end of the day, they weren’t forced to innovate. They were really the only players in the field of battle, you know, five years ago. And that makes a really big difference. The sales force still have first ten licenses for ah non-profit are free. That’s correct, gang. With the non president’s success, pack the first ten licenses training non-profit or free. Um, And then you’ve got to, like, give lively right there. Entirely free non-profits that integrated sales, They’re seamlessly. You’ve got a lot of non-profit discounts for Tulio. Male chimps. You got a lot of options there that just aren’t available. Okay, Okay. Say, Say what? What? What’s the programme again called on Sales Force sales force. What? Oh, non-profit success back. Okay, we’re given unpaid, unpaid shoutout to sales force because all right, so I think they need it. Yeah, right. They should be our biggest. Have four corporate sponsors. They should be the largest stations. Should be owning this. No owning this show. No, I own the show. It’s like a carry away. It’s not Salesforce non-profit radio, but yeah, they OK, I agree. All right, So I heard you. I heard you’re right. I read you. Right. I’m glad. Okay. Um, so we’re still in the preparation stage. You’ve got something called a campaign kit. What? What is this? We’re still in preparation. Yeah. Yeah. So really help our fine set up in advance, right? Like, what is that Multi-channel communications plan Look like? You need to make sure we have clearly defined brand guidelines. So what is your voice? What is your tone with style? Uh, what do you want to get out there? It’s really important. We start going across all these different channels because you want people to know, to be familiar with your brand. You want them, whether it’s the first that they’re hearing about you or their longtime supporters, you don’t want any surprises, right? You want someone to know this is a team Rubicon, This is mercy. This is the Humane Society. I know that because it’s strong. Brand guy won. Second thing you want to do is have a graphic kit teed up. So let’s say that you’re you know, the origin Humane Society. One of the clients. They respond to disasters as well. So if you know that that’s not your primary mission. But it’s something that is a service you provide. So when there’s wild fires, for example, they went down to California and rescued puppies and kittens to what other lies have been displaced. They pre-tax and we set up graphics in advance that had direct needs that showcase the work that they were doing that connected a supporter. The actual impact in the field. You also want to have a list of talking points, right? These are things that anybody on your team can point to, a reference that Khun clearly simply articulate. Exactly the you know what the purpose of your work is. That’s a really key point. And finally you really wantto have kind of the sample emails. Text Pete up. So these air urgent appeal emails are urgent appeals tax that clearly again demonstrates your target audience. The impact that you’re having, the fields and the urgency. It is important the customizes for each and every event. So it’s important that you don’t just think about it. It’s like, Okay, I’m sending out this temple it every time. Uh, but at the same time, there are, you know, there are certain aspects of it that you can pre planned for us. The final piece of, you know, kind of a campaign hit, if you will, is segmentation. We spend a lot of time helping our clients segments, their communications. It’s all about meeting each and every constituents on their preferred platform with their preferred message. There prefer time Dr Conversions to derive from using for the non-profit. So we like to think about donor-centric fund-raising and advocate. And within each of those major profile sites you need to develop a multi-channel communication plan, cleared grand guidelines, great visual, clear messaging on the talking points and lots of appeal. That action. What about making this all or subsets of it available publicly so that you can engage some people who might want to do their own like Peer-to-peer campaign around your your flash campaign, you share these share the stuff publicly. Absolutely. You just hit it on the head, Tony. I mean, you talk about Peer-to-peer fund-raising, right? These are people who are passionate about your cause, but they’re not professional. Fundez. Yeah, right. You have to deliver to them the tools and the messages that will resonate with care with your potential supporters, their friends and family. At the same time, the majority of people who donate to a peer-to-peer fund-raising page are not really in it to support the organization. They’re basically in it to get their friend their family off their back, over off their doors. Kept that at the end of the day, how do you transition somebody from being? I made a donation to Tony, too. I made a donation to U. S. A. For UNHCR. Yeah. Lorts begin to send them through the channels. So that bad because our okay, we’ll spend more time talking about making that transition. Where do you like to share? Where would you like to see clients share these docks for the people who wanted take it to the next level and do their own peer-to-peer fund-raising. Well, my favorite is keep it easy. And I think text messaging is rapidly becoming the way that we distribute fund-raising coaching serious tio clients. Fund-raising techniques like favorite. Okay. First for sharing the tools for people to create their own peer-to-peer campaigns. Oh, yeah. Okay. Where you going? Where’d you like to put the repository of these? The tools the guidelines. You know, the graphics, etcetera of the sample emails that people can use. What? Where do you like to see that stuff put? Yeah, I mean, if you if you’re only gonna host it in one place, having on a site the you own your own website, It is really important. But I actually think it makes a lot more sense to break it off over time and defended out by a tax ID. Now, you know, don’t give it to him all of once, but instead send them little bits of information that they could take action on right away to drag. Okay, so, like so, like, every every twelve hours. You mean in this in this Because this is going well, this is going to be pretty short lived campaign, right? We’re talking about, like, a week or two or something isn’t even that long. Yeah. Yeah, I think two weeks is actually the okay. So how often do you sending out tio thes people who really want to activate the next level do their own peer-to-peer campaigns. How often you sending out new stuff to them by text with? Within the first twenty four hours, You want to send things out like two, three times, and then it tapers off. So then it’s kind of every day for the first week, and then you want you want to kind of spacing out every other day. You can kind of run spring in in three day period. We find that that’s the max that anybody wants to receive multiple communications per day. But that’s where that multi-channel engagement strategy comes into play. Thinking, email, social. A phone call, right? You’re kind of sharing the burning across channels so that they’re interacting with your brandy today on getting kissy stay. But it’s not always delivering the same channel. OK, OK, What about, um, having some influencers like pre positioned that people that you know are going toe? Uh, create that peer-to-peer campaign. Or at least if they’re not going to do a campaign, they’re goingto help you get the message out. But having this in the, you know the prepare a story of proprietary stages, you got ten or twelve key influences, you know, love your mission. You know, if it’s UNHCR, the High Commissioner for Refugees and there’s a refugee crisis, you know they’re going to jump on it, these ten or twelve people? What about having those relationships in place so that they’ll start blogging? They’ll start emailing whatever you know, whatever they do, treating Teo help you build momentum. What about having those relationships in place in advance? Oh, absolutely. That’s the preference. I mean, one of the great examples that comes to mind right off that is Anson Mount, who’s a great celebrity supporter. Team Rubicon, Um, you know, building up that relationship with Anson in advance and then basically empowering him. And so create custom fund-raising Vegas for Anson to be ableto fund-raising for Team Rubicon in the event of a disaster in Texas. So he was, you know, filming a television show for A in Texas, and it was a perfect opportunity for him to reach out his constituents. But all that was set up in advance of the disaster season to be more or less knew that most likely there will be a disaster in Texas, that here they’re setting up that influence relationship, giving him the talking points e-giving in the sample Social media post really empowered into Ray’s about forty eight thousand dollars Teamviewer response to flooding in Houston All right. I’m gonna admit that I’m a pop culture. No, nothing. I don’t know this guy, Anson. Who is that? Uh, it’s amount is, uh well, he’s huge co-branded teamviewer columns of a great celebrity Porter. But even after, um and he was the lead on hell on wheels and he also most recently played in a marvel movie as well on, you know, fair track, maybe. Okay, he’s a great guy. Okay, I’m sure he is, but it’s, uh, you know, I’m not. Yeah. I mean, if you’d said Al Pacino, I wouldn’t I wouldn’t have asked you. Who is that? You know, So I got a bunch of clients who were looking for that pompel ball club buddies. Support has been even relating. Yes. Uh, okay. Just generational difference. No problem. Okay. All right, So we got we got everything in preparation now its launch time, and we need to know who’s gonna who’s gonna pull the trigger, right? Yeah, we having a clearly defined who Didn’t your maker go? No, go critical because, like, we already talked about first twenty four hours Really important. So we recommend Ma Bargain was down with too much process. It’s important for you really have, uh, you know, check the balance is in terms of copy, make sure the things that spell correctly that you’re not speaking or offer ends, but that decision to go or no go she’s really lead with a single person. So they’re they’re given the information that says we feel like for all intensive purposes, with traffic, it’s really high, you know, highly spoke about in the media. Let go, or we feel like that. If we were to activate right now, we wouldn’t really necessarily be included in on the conversation. We’re not going to get a lot of media. It could get a lot of in front of a lot of supporters then. Probably not going. Why would you feel the ladder? What would lead you to conclude? To not not activate? Yeah, I mean, well, let’s take you could be popular. That disaster response here. Let’s take hurting. Hold the urn and Maria write one hit after another. You have to begin to really think about Donorsearch a Teague and the fatigue of of society as a whole. So timing is really important. Hyre segment of your communications. Which media outlets he reached out to, you got to take into account how much you’ve already gone through. You know, your supporter lists and how much you’ve already asked them. So that really influenced things. Like a decision. That’s just one data point. Like what’s the frequency of the storm Who was hit how long ago to be asked for support? Um, how did Airbase responded that those are some of the elements. Okay, Okay, so s so if we decide not to go, then the show’s over. So the conversation over. So let’s go the other way. Now, let’s decide that way. Are gonna we’re gonna launch. Um what? What? What’s What’s first thing we need to do, the CEO or whoever the decision maker is, has said yes, she’s approved. Where do we go now? Yes, this is where if you have a fund-raising tool like fund-raising classic, give lively. You got that? Get that fund-raising page set up right away. Home and because you already have, you know, kind of prefect communications plan that we talked about. You begin to activate that. So you get those emails in place, you begin to send out, start with the channels that are really busy. So text messaging doesn’t take long. Social media doesn’t take wrong. And depending on what your brand you know, look, it feels like it’s important not to miss good for great meaning. People want to see what’s going on behind the scenes. So if you’re responding to disasters and example and you’re in the planning phase and you’re really getting ready for a response that you don’t get have powerful visuals of light the people affected by Thorne it’s important to show that behind the scenes wolf because it’s raw, It’s interesting and it’s easy to get out. So I would say, Start with channels that are really easy to just share information with and then work your way towards the channels that are more work, like email, where you’ve got a draft more more. Give me some examples of that behind the scenes early on. I guess that’s like first twelve hours or so content. Like what? Yeah, so examples might include, uh, your team monitoring storm. Or they might include in from, you know, meeting time that you’re preparing or getting your go bags around here. Any equipment you need to get out the door. What’s happening? Place dramatically behind the scenes. In the case of refugees like, you’ve got terms of people working around the clock trying to find out more information from the field so that the field team can make informed decisions. All that kind of content is interesting and engaging, and it can just be shot on a smartphone, right? Just simple. There are updates. Maybe it’s somebody from your field team or your program. He’s literally just shooting a thirty second video that you know is framed. Well, well lit light in your face horizontally shot. Just quick tips on how to make them look better without spending a lot of money. But it’s just someone standing there saying, like, Look, this is These are the actions that were taking right now, and it’s thanks to the generous support of supporters like you, where we’re looking for people who financially contribute were dedicated to solving this crisis. This is what we’re doing Those air, like really, really impactful communications. Yeah, people do like, behind the scenes, absolutely that you’re drawing them into the crisis before as it’s unfolding to you that you’re trying to learn more, you know, you’re keeping them informed. I mean, if you’re going to fund-raising around a crisis or an incident, Um you Ah, yeah. I mean, you want to draw them in and you said something that really struck me. Please, when you when you’re doing quick video, please. Please hold. Hold the phone horizontally, not vertically. Act can’t stand those little frames. You get a little one inch by one inch frames you get when it’s vertical, for God sake. Okay, this is, uh we’re running a little long, so, um, let’s let’s go to engagement. So we’ve already We’ve already launched. We got our You’ve already talked about SMS and M M s and having chatbots replaced. Let’s move to engagement now. Yes, this is really the most the most important part, right. Uh, be your authentic self. So first and foremost, we want to express gratitude in a compelling and interesting, unique way. I highly recommend using a tool called can written. Um, this is one of our favorite tools for clients and integrate seamlessly with sales for us. It allows you to literally send and written cards by a robot, um, to each and every one of your supporters and comic, We actually have, like, a great pricing deal with them. So Chan, this plug there, but you’ve been retired there, But anyway, I think starting with a few card is really important. Is that going to help you stand out? The second thing you want to do is you want to send somebody through a new supporter. Welcome. Serious. And this is different, depending on whether they made a one time gift a recurring gift. But the serious should really be focused on first and foremost, expressing gratitude and immediately shifting toward the impact that they’re having in the field. Yeah, sure. Right. We like to talk about it. OK, that I’m going to give you give you an extra minute. Let’s go toe up. Great. Let’s goto let’s jump to upgrading. You touched on it earlier. You want to move these these one time donors to something more? You got a minute? I’m holding you to it. Yeah, so basically up their strategy is if you’ve got a one time donor-centric heidtke percent most e-giving difficult to do in a minute. But I would say Send them through a multi-channel supporter. Welcome serious. Quantify that impact present to them opportunities upgrade to a mostly get. To be honest, you can come to cosmic dot com on download our free guide on how to build a month e-giving program in ninety days. And I think that’s all I could do in a minute. Okay, that’s all right. Okay, so But it’s important to try to move These donors passed the incident that you were flash fund-raising for. Okay. Sametz got CEO of Cause Mike. You’ll find him at Matt b B a. And the company is at cause Mike Crew and cause mike dot com Where you could go for the resource is Matt just mentioned that Scott. Thank you very, very much. Yeah. Thank you so much for having me. We need to take a break. Wittner, CPS. They have a new archive. Webinar for you. It’s accounting update. What has changed that? Wagner knows intimately, and you just need to know the basics off. That’s what they’re going to cover for. You. You don’t want to know the bait. You don’t want to know the intimacy of it. You just need the basics. For instance, new requirements for financial statements. You might not like to know a little about that, all right, and there’s other stuff that they cover in this accounting. Update. Webinar Go to Wagner cps dot com. Click Resource is then webinars to view the archive. Hey, it’s time now for Tony’s take Do I’m back Live ActBlue. Yes, ActBlue. I’m very grateful to them. They are non-profit Radios Sponsor, Premier, sponsor AT and TC Thie twenty nineteen Non-profit Technology conference. It’s March thirteen to fifteen in Portland, Oregon. P D. X. We are in a booth together. Boots five o eight and five ten. I’ll be doing tons of interviews for the show, Of course, that will be using over the ensuing months, and ActBlue will talk. Be talking to folks about the value of small dollar donations. You know them for political fund-raising Grassroots fund-raising three billion dollars worth over three billion dollars worth. Think about them for your non-profit fund-raising getting small dollar donations into the mix. That’s what they’ll be talking about. Um, they have a giveaway they have on site training. Giveaway on site. Did I say on site training giveaway that we’ll be doing at the booth? So come see us. I’ll be doing lots of interviews. Come say hello. If you’re at ntcdinosaur course, come buy boots five o eight five ten. Say hello to me. Metoo folks from ActBlue thank them for sponsoring ActBlue at the conference. Ah, and there’s a little more AA plus. Ah, mention of how hard it is to get good video talent on my video at tony martignetti dot com. And we’ll be talking about this more. Nineteen ninety Si, always a pleasure to welcome Gene Gene, the law machine. He’s our man. He’s the managing attorney of Neo, the Non-profit and exempt Organizations Law group in San Francisco. He edits the enormously popular non-profit law blogged dot com. He’s the American Bar Association’s twenty sixteen outstanding non-profit lawyer. He’s at G tak G Ta k. What else can I say about him? The best thing I think I most enjoy saying is Welcome back, Jean. Thanks, Tony. It’s great to be back. Yes, after just last week. Um, you were the twenty sixteen. You know, you realize now that that American Bar Association Outstanding non-profit lawyer thing, that’s three years old. Now it is. So we’re gonna have to get a new tagline for that or something. Are you going to run again? Can you? Can you be nominated again? I think maybe when I retire Tony, hopefully that’s some years away from that. That’s the Lifetime Achievement award. Yeah. You want to stay away from those? That’s that’s a death knell. Lifetime achievement award. You’re coming to a close when you get one of those. So you don’t You don’t want that yet. Okay? I want to thank you again for our very thoughtful the conversation last week. I don’t know. How does thoughtful, sincere conversation on this difficult diversity equity inclusion topic. I listened back to it on di just Thank you. That’s what I want to thank you very much for doing it. And for being a generous and sharing partner with me. Well, thank you for having that discussion with me to Tony that those air difficult discussions toe have, but I think really necessary ones. And it’s great to share that. Share it with the audience. Yeah, absolutely necessary. On DSO now, this week, which we didn’t get the cover. We want to turn some of this discussion into some action points for the board, and you have a lot of ideas around the board’s by-laws. Yeah, I think that’s right. So, you know, once you’ve committed that that, you know, diversity, equity, inclusion our topic of last weekend today are really part of the fabric of your organization’s core Vallon. You’ve got a champion for that, and they see it is organizational values they want on Believin in an equitable a system where you know all people are created equal and should have equal protections of law on equal rights. Unequal access. Once you’ve decided that that really is something that you want to do. And it’s not just about furthering your mission, which, you know, might be, too, um, advanced after school education. But you want to do it an equitable manner so that you’re not just favoring one you know group over other groups. And so once that’s decided, I think a really good sign of embedding those values into the organization is to put it in the organizational policies and the by-laws are really one of the core governing documents of the organization, and they’re really provisions there that can reflect the board’s commitment to diversity, equity and inclusions. Okay, um, and there’s, uh, there’s a lot that the board Khun do. Some of this is difficult. I want to point people to your blood post at non-profit law block dot com. You go into more detail there, and we have time for today about different provisions within the by-laws. But one that struck me is the is the selection of directors, and, well, I guess it’s too at the way you have The Post organized the selection directors in the qualification of directors, you know, again, challenging gets into should there be quotas or not? But, you know, say a little. It’s a little about the that selection and the qualification of directors. That was really apparent. So you know, a lot of people are focused on Well, the boards of non-profit organizations are really no more diverse, and they were twenty years ago. And sadly, that’s you know, with many non-profit leaders saying diversity on our board, this really important but not no riel action taken, you know, a sector over the last twenty years, and boards are still disproportionately dominated by white people and not with a lot of people of color, particularly in leadership positions. And the bigger the organizations are. Those discrepancies get get even worse. White males were talking about white males. Yeah, primarily, although there are a lot of females on especially smaller organization board, but still not not a lot of women of color on those boards. So addressing kind of some of those, you know, the discrepancy between non-profit leaders saying, this is really important, and the lack of action or achievement in advancing diverse boards or board composed of diverse populations is problematic. And so it’s not an easy thing to fix. But one of the things that you may think about is to determine Well, how are you? You know, qualifying board members. Do you have certain qualifications that say, you know, we we need board members toe, have this background with this education, or come from this particular area? Um, is that a good thing or bad thing? You know, sometimes you can say a quota like you mentioned way want, you know, a minimum of thirty percent of our board members. Uh, to be made up of women. So, you know, recently there’ve been some movement. California, I think, being going on one of the states in which they said, if you’re a public company operating here based in California, that you must have a certain percentage of women on your board by certain period Oh, interest line, though. Having a quota for non-profit corporations on board when when they haven’t really moved very much, could be effective. But there is sort of the disadvantage of Well, what if we said, you know, they had to be, uh, no, fifty percent Asian American? Andi, let’s say an organization and serving Asian American communities, we said the board has to be composed of fifty percent Asian Americans. Is that a good thing or a bad thing? And, um, you know, that’s a little bit more tricky to discuss. If we’ve got, uh, you know, uh, population where they’ve not been, where they’ve been marginalized and they haven’t been reflected. Well, fifty percent might be a good thing in terms of we. We’re not going to make them tokens in this organization if it was ah white dominated board, for example. But compare that if we said, Well, at least ten percent of our board must be African Americans, and we’ve got, you know, eight people on our board. So that means one boardmember they’re going to look for to be an African American person. And how are they going to feel if you know the reason they were picked? Because they’re African American. You know, that’s that was the determining criteria that you can’t really do it that way. I think you shouldn’t do it that way. That’s my opinion. So if you’re going to set a quota, you have to make sure that you’re looking at overall what your needs on the board are. So maybe you say, Well, we you know our serving African American population so we don’t have anybody African American on our board. So we lost that perspective of knowing how best to serve these communities. But bringing one member on the board and saying, Well, you represent all African Americans and give us your take on what they need is unfair. Yeah, that’s not only not only unfair but silly, it’s not fair to the person and just unreasonable Jean, I have to take a break. Got it pursuant their newest No, that’s Ah, that’s actually not the break that I need to take. The day break I need to take is tell us, can you use more money? You need a new revenue source. You know, you get the long stream of passive revenue when the cos you re far too Tello’s process their credit card transactions with Tello’s watched the video, then send the potential companies to the video. So it’s at tony dot m a slash Tony Tello’s We got to do the live listener love Oh, and there’s a ton of it to holy mackerel. Way far out. Well, whoa! Let’s go abroad. Um Brazil. Beirut, Lebanon. Seoul, South Korea. Bangalore, India. Hanoi, Vietnam. Lima, Peru. Moscow, Russia, Iraq in Baghdad and Yosh Car Ola in Russia Also well live listener Love to all the foreign listeners. That’s remarkable. Live love out to you Here in the States. I’ve got multiple New York New York. We’ve got Tampa, Florida got Providence, Utah, not Providence, Rhode Island, Providence, Utah Hello, Utah. Live love to the listeners who are with us at this very moment and the podcast pleasantries to those who are with us. At some other moment, maybe a couple days. Weeks could even be sometimes, you know, I see downloads Not uncommon, you know, like eight weeks later. Wherever, wherever we fit into your life into your podcast listening regiment pleasantries to you, the podcast listeners. All right, Jean, Thank you for that. Um, yeah, expecting. I mean, that’s that’s just gross tokenism and unreasonable, you know, expecting one person to reflect on the entire community, even if it’s just a neighborhood, you know? That’s that’s awful. Alright, so again, you know, like we talked about last, you and I talked about last week. We said between the two of us were these things, they’re challenges. He’s issued a challenge, but they’re not insurmountable. Theyjust take thought, you know, and some back and forth. But the these challenges can be overcome. I think so, too tiny. So, you know, you may determine on the board that you’re looking for a new board members, but not only to bring you perspective with respect to a particular population that your organization may serve. But you also may need somebody with the financial manager with background and somebody who lives in a particular geographic area and now you know how to get your candidates. He made sort of way in all of those things, and this might be house on some universities determined who to accept. You know their students when when they assess their applications, there’s sort of taking a look at all of the things and maybe the fact that a particular candidate is African American. And the example I gave to you where there is nobody with that identity on the board currently is a heavier weighting factor. But the fact that that person also has this financial experience and also comes from the geographic area that’s also not represented him. We have to think of of identity groups of being intersectional because, for example, I’m not just Asian American. I’m also a male. I also have a certain educational background. You know, certain social economic status, certain physical ability, status, a certain sexual orientation, certain gender identification, and we all encompass multiple multiple identities, and we bring different things to the table. So just sort of thinking about that and how people can contribute to an organisation overall and how you might waste certain things a little bit more at a particular period of time because it’s underrepresented in your organization. And I think you just have to sort of treated as a totality. And so while quotas, I can be helpful in some ways, especially if the board has shown no movement, adding just one member to take a good picture. And I think wait, talked about sure is in a terrible reason. You do it. So you want to make sure that you’re giving that person or those persons, preferably two or three board members. Toe bring in if you’re. If you’re picking a racial identity group, I I think really they’re bringing two or three people in minimum. Um, if you don’t have any persons that that belonged to that group, existing is really important. And making sure they have a voice and power within the organization. Well, athletic ability. I’ve seen pictures of you playing soccer. Is that your? Is that your sport now? Okay. That volleyball was a volleyball. Okay, about volleys, E. I thought you were bouncing a ball off your head, but that wouldn’t be followed. Well, that’s not that’s not good volleyball. So maybe I remember wrong. That was years ago. But I remember I don’t know. Maybe you were giving me potential pictures for a head shot or something Where they were on your website. It was playing was playing viable alt-right you’re in the sand. You’re like you’re wearing a suit in your barefoot in the sand, aren’t you? Rate a little bit old now, but yeah. Go play. Okay. Volleyball. All right, all right. Um, so let’s move. All right, so that’s that’s That’s very well said, Gene. And again, your block Post at non-profit law block dot com was into a lot of other areas in the by-laws of terms of meetings, compensation, different committees. That was a good committees. Well, we did talk about you having I made the point of having a diverse committee versus diversity committee. You make a good you make a good point in the post About diversity Committee could be valuable not being a committee of the board, because then it could be more inclusive. And you don’t consider you don’t have to bring everyone into your board. You don’t worry about expanding your board flesh out a little bit. That diversity committee that’s not a part of the board. Yeah, so you know, there there, maybe, at least in the initial attempts, difficulty to bring in that particular identity group to your organization. If you’re not really doing anything with you know that targets programs or that targets a particular aspects of what you do with respect to that identity group. So I’ll use Native Americans, for example, on DH saying, Well, we don’t have any programs that when we’re not planning on any, but we would sure like to have somebody who brings us that perspective with respect to what we do, Well, that’s going to be hard for somebody to want to be on the board, just to give you their perspective unless they’re tied to the organization in multiple other ways. But if you are looking for them just to sort of give you a little bit of voice, they might be a little bit more amenable to joining the committee that, you know, that might have a limited life man to see you know whether you really should be addressing Native Americans in your programming. Or maybe you’ve got a Native Americans on your staff, and you’re not really sort of thinking about what their particular perspectives or needs might be. That might be different from from other people. So, um, breaking committees together at hot committees or task forces and bringing in people from different backgrounds. Teo give you some advice, You know, on a high level might be a good way to start, and eventually that might lead Teo bringing them onto the board. If if you know it gets further along and you want to empower them and their ideas and they’ve got great things to contribute and you know it’s a way to bring your values that you are the organization’s agreed upon values. You know, more toa wife in what they’re doing by having the perspective. You also say that one of the activities of that diversity committee could be to conduct a diversity audit or D d I on it. Not just deficit but diversity, Equity inclusion, audit on DH giving that report voice. And then there’s a question where that should be public or not. But I thought that was that was particularly striking as well. Had an impact that can really be helpful to an organisation because you don’t know what you don’t know. And if you don’t have other perspective on it, you may never be able to find out. So bringing those people in-kind can really help. We gotta take our last break Gene. When we come back, let’s let’s talk about some decision making some oversight on a switch away from the from the by-laws nous. Really, our last break is text to give. Can you use more money? I need a new revenue source. Here’s the second one was repeated. Another way of doing it. Mobile giving learn about it with text to gives five part email. Many course fiv e mails away one a day break through some of the MS no mers and misunderstandings around what it takes to get into a text to give program the way to get the five part many course, which is five emails. One a day, you text NPR to four, four, four, nine, nine, nine. All right, and we have got several more minutes with Gene for for our DEA and governance, too. Conversation, um, some decision making. Jean. You know, the basically, um, you know the oversight. How does that on DH? How does how does that how is that influenced by thes de issues suren and another really challenging area that that can be very organizational specifics. I’m going to really be speaking in generalities here, or maybe giving you a few examples of what it might be. But and I think first, you know, people who are leaders and nonprofit organizations really talk about being, you know, mission centric really centered. You know, all of their decisions should be made based on on advancing the mission in the best way possible. But, you know, with respect to some organizations if you advance your mission, but without considering your values, you really Khun go a stray from what you want the organization to be, so you know you’re You might feed homeless people, for example. But certain minority groups might be excluded because they aren’t receiving communications about those services in the language they understand or you might educate students. But you’re only serving those who can access your school, which might be in a more wealth the community and you might be protecting the environment, but not in places where marginalized communities lived. And in one example that’s close to the Bay Area, you might be. You might have an immense, an impactful grantmaking program, but failed to protect your employees from harassment and discrimination. Right? And so embedding D I values in how you oversee your organization and how you plan for their future and how you set policies. It’s really important because they can address all of those things, and there’s no shortage of examples where you know your values and diversity. Equity inclusion are not part of it where things could go go wrong. So hiring the CEO, selecting consultants, determining executive compensation How do you evaluate executive? All of those things don’t be influenced by the valleys that the organization have. And if you know, diverse, equitable and inclusive, um, practices are really what you wanted your organization to stand for. And really you think that’s going to be the best way to advance your mission and have, ah, happy, satisfied, fulfilled staff and volunteers and happy donors? I think you’ve got to start thinking about those things. You’re raising your raising consciousness. You know, again, we’re shifting from discussion toe action. If your organization is committed to d I as a core value, you know, then you’re you’re raising consciousness about what you could actually do to act on it and not just talk about it at board meetings. Let’s take a minute. You We only have about two minutes left. Was there a case in San Francisco that you were referring to her? That you said the Bay Area where our non-profit got into some trouble or what? Yeah, it was more a PR issue, but with Silicon Valley Community Foundation here, one of the biggest truckers in the world, you know, you know, they they ran into some some employees harassment at issue. And maybe, uh, leadership there was was not looking at that particular issue as muchas, sort of their core mission rather than than the set of values. So it really is just an important part of every organization I think is how you carry out your mission, Not just what your mission is. Yeah. Um, all right. I feel like, you know, we’re a little short, but I feel like we should wrap it there, Gene, because that’s I think that’s just perfect. Perfect. Wayto summarize our hour and a half of conversation. So I thank you again for covering this having this conversation, these conversations with me. Thank you so much Sharing, Gene. Great. Thank you, Tony. You’ll find him at G Tack. And, of course, non-profit. Lob log dot com Gene Gene, the law machine for insiders. Gene and I are going to talk about diversity, equity inclusion and your financial planning next week, your CEO board chair relationships with Aisha Nyandoro. And that’s going to spill over into a little about what Gene and I were talking about about intentionality of the selection of your board members. Because I know that we’re going to cover that because pre recorded that with Isha, see how it all blends together should not happen. Stance, for God’s sake. If you missed any part of today’s show, I beseech you. Find it on tony martignetti dot com were sponsored by pursuant online tools for small and midsize non-profits, data driven and technology enabled tourney dahna slash pursuant capital P by weather CPS Guiding you Beyond the numbers Wagner cps dot com by Tell US credit card and payment processing your passive revenue stream Tony dahna slash Tony Tell us, and by text to give mobile donations made easy. 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