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Michael Rasko, Jason King & Michelle Hurtado: Google Ad Grants
Our 19NTC panel—including the head of Google Ad Grants—will improve the quality of your Google Ads campaigns and get your website, Google Analytics and Google Ads working together. They share lots of valuable resources. They are Michael Rasko from Rasko Digital Marketing; Jason King, certified Ad Grants professional; and, Michelle Hurtado from Google.
Elena Francis, Charly Jarrett & Jennifer Jones Ingram: The 2019 Digital Outlook Report
This 19NTC panel, Elena Francis, Charly Jarrett and Jennifer Jones Ingram, helps you get better at P2P, Facebook, team cross-training and adapting tech to your mission. Elena and Charly are with hjc and Jennifer is at Care2.
Top Trends. Sound Advice. Lively Conversation.
Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.
Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio.
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Hello and welcome to Tony martignetti non-profit Radio. Big non-profit ideas for the other ninety five percent of your aptly named host. Oh, I’m glad you’re with me. I grow is Anthill asthma. If I saw that you missed today’s show, Google advance our nineteen ninety seats channel, including the head of Google. Add grants will improve the quality of your Google ads campaigns and get your website Google Analytics and Google ads working together. The share lots of valuable resource is they are Michael Rasco from Rasco Digital Marketing. Jason King certified Add grantspace, Sessional and Michelle, Her Tato from Google and the twenty nineteen Digital Outlook Report This nineteen ninety seats Channel. Eleanor Francis, Charlie Jarrett and Jennifer Jones. Ingram helps you get better at peer-to-peer Facebook team cross training and adapting text tech to your mission. Elena and Charlie are with H J. C and Jennifer. Is that care, too? On Tony State to nuclear missiles? We’re sponsored by pursuing full service fund-raising data driven and technology enabled Tony dahna slash pursuing by Wagner CPS guiding you beyond the numbers witness cps dot com and by text to give mobile donations made easy text NPR to four four, four nine, nine nine. Here is Google Add grants. Welcome to Tony martignetti non-profit Radio coverage of nineteen. Ninety c. You know where we are? You know what this is? It’s the twenty nineteen non-profit Technology Conference. We’re in Portland, Oregon, at the Convention Center. All our nineteen ninety seon reviews are brought to you by our partners that act Blue Free fund-raising tools to help non-profits make an impact. Our panel now is Michael Rasco, Jason King and Michelle hyre latto. Michael is seated next to me. He’s the owner of nasco Digital Marketing. Jason King is Google at grants certified professional. And he works under Jason King for Jason King with Jason King and Michelle Heart. Otto is the head of Google at grants at Google. It sounds like there is no higher authority on Google at grants. Deshele mamatoto in the world got a brilliant Okay, Absolutely. All right, well, we got the got the senior people here. All right, Beat. My voice is cracked. Um, there are some new policies new Google at grant policies. Is that right? That, uh, non-profit need to comply with? I was gonna start with you, Michelle. This’s our policies not nothing this year, but we are still, you know, helping the industry get used. Tio r changes. We have noticed historically that a lot of folks use Google I grants to get exposure. But there’s so much more to digital ads, it’s about effectiveness in terms of your goals. So we’ve put out a series of policies last year that will actually guide all of our non-profits and know what to do on a regular basis in their account to remain more proactive and get better results on DH, we’re gonna help them to comply with Yeah, yeah. We’ve been on a road show for the last year and here we are still today. So glad to be able to meet with more and more of our number on your road show has culminated Brought you to this day non-profit radio. Everyone does not have this privilege today way about thirty people know. Well, maybe twenty five thirty people have this privilege today and we’re grateful to be among some. I could tell Michael, think back and see your the enthusiasm you says with great sarcasm. Okay, um, let’s just make sure that everybody there’s a baseline among all listeners. Some people may not know. Michael. I’m Jason. Why don’t you explain what Google at grants is a two high level. So everybody’s on the same page about what the offer is. Okay. Oh, non-profits can get free in-kind donation of advertising up to the value of ten thousand dollars per month so they can promote their websites, their services, their offerings on information when people searching Google for information. Um okay, yeah, in some. I mean, we’ve offered nine billion dollars over the last sixteen years. Google had. This is the first film topic program that will ever offered its directly aligned with our mission. It Google to organize the world’s information. Non-profits have a ton of valuable information to get out there. You are well on the founding team of this sixteen years ago, Tio Michael, what would you like to add to our to our overview as we as we get started? Yeah, I’d like to add to what Jason said is is the way this tool really works is it gets people to your website when they’re searching something relevant to what you do, even if they’ve never heard of you. Because the way Google ads, works eyes based on a keyword system where you bid on terms you want to rank form. And if you’re part of this program, it could put you up much higher on the Google search results, and you’re non-profit could get more Web traffic on DH. As Michele was saying, You know, it doesn’t end at Web traffic. It’s also about what they do when they get to your website. So it’s super valuable to non-profits. Okay, um, let’s dive intothe policies that non-profits need to be onboard, resolutely compliant with so that they are participating properly. And I don’t know what happens if, if you don’t, you get your ad grants. Damn campaign deactivated. Think always the optimistic it could come back. And I know in fact, you’re here at NTC helping people on a account by account basis like what happened right? You’re okay. There’s bloody hell. There’s plenty of help available as well. So if somebody does get their account suspended, they just have to phone up. Google has support. There’s a very useful advertisers forum they can use on. There’s plenty of eyes to help them get back into compliance, get their accounts working better than before. Okay. I didn’t mean to scare everybody away, Shin, but away from the program. But, uh, but we do need to deal with the fact that there are some things you gotta comply with. So Michael wanted Teo kick us off. What? Trump would top problem area or two. Do you see among among non-profits And how can we help him? Yeah, I can answer that. But I also think that might be better for Michelle because Michelle has more information about from working at Google. What? What The suspensions are I have clients. Yeah, I’ve clients. Lam. Oftentimes it’s It’s ah quality score, Click through rate and incorrect Geo. Targeting are some of the ones that I see when non-profits come to me with an account that’s been suspended and I help them get reactivated. Okay, You want a liberal is just typically, you know, digital marketing is very different than traditional marketing. It is super responsive. It is super relevant. What someone searching for and consumers these days are more and more demanding, You know, like because of the internet coming along and super computers in our pockets I mean, people expect very relevant results instantly and very personalized what they what they want. So we’ve seen non-profits. You generally taking advantage of the opportunity to say Okay, well, of course I want to show up. I have a very powerful mission that I want to get across, and they put out a starter campaign, if you will. And it’s just different because digital requires an ongoing maintenance. Teo improve it overtime. And that’s that’s kind of the key elements of the policies is that we’re telling you. OK, overtime. You have to keep checking on latto rate and maintain your account. You have to have fresh content in your Web site. You know, you should make sure that your that your quality is high enough because if you don’t, if you don’t have good quality. Google’s ranking system is very much based on the user’s votes, essentially as clicks on Google dot coms results. And so if you get off to a bad start with low quality, it’s really hard to make to work your way back up. So we just want to make sure the non-profits hoo hoo join us in our program and all are welcome as soon as long. They’re just they need to be a little more prepared up front. So you’re kind of put out like the’s air. The expectations of front minimum viable. Okay, okay, let’s let’s talk about some more of them on Michael mentioned Joe, look atyou, Say incorrect Geo location. Yeah, so the something’s out of date like, well, location wise. It’s about setting the locations. You target your advertisements for two places that are relevant to your organization because a lot of organizations they are too broad on DH. There is a requirement by Google that you only focus on people that are relevant to your organization. Okay, it’s time for a break. Pursuant. The art of First Impressions had a combined strategy, analytics and creative to captivate new donors and keep them coming back. The e book is shorter than the title that’s there. Ah, e book on donor acquisition, of course. And how to make a smashing first impression on your potential donors. It’s at Tony dahna slash pursuant capital P for please to get to that listener landing page. Now back to Google ad grants. You just Yeah, relevancy is kind of the heart of it, apart from only showing hands that are relevant to the right locations is about targeting the right audience generally with the right key words, and then showing them the right page on the website, keeping everything relative to the needs of the person who expressed a need for information in the first place when they searched on Google. You’re trying to get the most relevant information to the person with the most precise need for your offering on one of the problems I see is that often they convey ear off their mission of it on. They need to stay focused on their offering when their advertising Okay, uh, let’s let’s shift a little bit on DH. Suppose we don’t yet have a have not yet taken advantage of Google at grounds Where where do we go? Toe start our campaign first, you’d have to Google us, Teo, get him set a Google addresses the program, and then we would guide you through a very lengthy campaign set up guide that would tell you how to walk through the jungle. Adds interface. Is this something that non-profit could do without experts like Michael and Jason? It certainly is. I mean, we walk you through it, but But we do highly recommend experts in this field. There’s a very Jason said There’s a way Maybe we should walk through some of that about the resource is that are available, you know when? OK, if we’re gonna get started on a campaign and help you know what, What’s available? So, for example, thiss last these this past year and a half or so we’ve been Certainly we’ve been doing a lot of events speaking and doing workshops, like when we hear it at ten. You know, that’s always a debate, like we wanna have, like, a really inspiring message. But we also want to have a kind of workshop, you know, help you learn on the ground like we’re here right here with you. And we’ve got our team here today in orderto actually optimize your accounts way. Also have a YouTube channel that has a ton of content on how to do this or that, or just have an overview. We also, you know, policy overview video as well. But it just like if you if you’re going to start, I recommend that you go to our YouTube channel and learn for like, one hour just watching overviewing of how it has set up an account. Um, we also have a If you want to get started, you have to set it up on your own. But then if you if you can’t work with a professional at this time, we also have a program where we partner with universities who are have students engaged in marketing lessons like they’re learning digital marketing and they need a field study. So we are offer you a way. Tio set up a match with a student team for four to six weeks or so they’LL walk through your goals and make sure they understand your organization. Put out a couple campaigns and then optimize it for you over the course of four to six weeks. And hopefully you’ll be in a whole lot better shape like that. Okay, there’s a bunch of resource option. Okay, Four. So, um all right, so now we’ve we’ve started our initial campaign. Andi, I understand the lesson that you need to keep it up to date current. It’s got a fresh content on your side. Uh, on relevant. How can we wait? We get to the next level, so we want a little higher quality. Jason, can you help us get from the first six months of our campaign? Teo now, we don’t know. Is it possible to spend ten thousand dollars a month in the beginning? Yeah, maybe. Maybe you’re being a little frivolous if you give your starting. If you’re out of the gate in ten thousand, you’re probably doing something wrong. I’m guessing it should be. Really Well, it shouldn’t really be the main focus of what you’re attempting to do. I mean, you mean spend all the money? Yeah. Spend it. Spent. All the money is not the objective. Because you spend all of the money when ineffective at present, completely worthless campaign. Sure, thie objectives should be instead to set up what they call goals and conversion tracking. So you’re tracking what people actually do. The actions they take on the website and for this to work, the website has to be set up. So technically well, they have somebody has to be a to go toe page on the website. This useful to them and taken action like filling in a contact for me, and that needs to be trackable on the website. So in order to get Google. That’s a kind of working. Well, you really need the website to function. You need gogo athletics. I presume you could do. Yeah, you do this tribunal. I think that’s the most efficient way to have the two working together now. Absolutely. Answer these. Get measure these things that you’re talking about. Yeah. You need the website, the contact management system, money working with analytics. Also working with Google ads. But also, you need to have, in your own mind quite well defined. Idea of what your objectives are. What you want people to do on DH. Then focus on that and not spend. Yeah, ofcourse. You’re focused on your call to action. I was just asking isat possible. Sure. It’s possible to squander a lot of money, but not not. Not wise. Okay. So, Michael, then s o we’re after are six months now. We’ve got in place what Michelle and Jason have explained. What’s your advice for getting to the next level? Want to be a little more sophisticated? Yeah, honestly, my advice is almost the exact same as Jason’s is. It’s about conversion. So when you want to take it to the next level, like I said it’s a great way to get people to your site because it’s responsive to search term. So it’LL put you towards the top of Google search results if you’re doing hyre all the things correctly in your account. But once they get to your website, you’ve got to really take a close look at what they do, what they do and what versus what you want them to do. Yeah, absolutely. So So maybe in the second in the second six months, maybe have some different goals? Yeah, that might be it might be some of the same goals with a hyre measure, or you might have different goals. Maybe initially, it was just getting someone to feed O. R. Look, a data visualization of the impact that you’re making in your local in your state. And now we’re in. In our second six months, we want to start recruiting volunteers. So first we just want exposure. Now we want some volunteers. I actually redesigned that. I’d say you should go on volunteers from the get go, and then after six months, based on what you originally planned, you should look at it and say what would well what went wrong. And when you look, look at what went well, try to bolster that. When you look at what went wrong. Try to understand why it went wrong in a limerick and eliminate it. But you should have, you know, pretty ambitious goals from the get go. But also, you know, restrained expectations because it’s an ongoing learning process of how this works. Okay, so that’s that’s why I’m not a CEO of a non-profit. Lackluster, lackluster goals had best not modest, lackluster, modest is too polite, lackluster goals. So initially. All right, so we want volunteers in the first six months. What are some of the things that you see? Well, we did. Maybe Maybe this may be the same answer, but some of the things that are going wrong, what’s going right? What are some of the things that you see going wrong? What I see going wrong? A lot is just too broad. In our session yesterday, we talked a lot about how to focus things towards your audience and when you add keywords into your account and this might get a little more technical for listeners who are just starting. But we’LL make you define your terms. Don’t weigh, have jargon Jail on non-profit radio charge in jail on there’s plenty of room. There are plenty of cells. This’s not what this is. It’s minimum security, but there’s a lot of capacity. Eso. One thing that often happens is when you type a keyword by default, it’s broad match. And when you have a broad match keyword that you’re bidding on, you could get a lot of impressions for things on ly loosely related to what you do and you want, like run. Yeah, I suppose. I suppose I’m now we’re switching goals and I’m tryingto recruit participants for a five K run walk. And I bet on the word run that might be a mistake. That would be a mistake. It’s also mistake because there’s another compliance rules where you can’t have a key word. That’s a single word. Key word. Oh my God, kruckel participate in this program. So So providing. Of course, I’m just kidding. I’ll provide you the example you in yesterday’s monisha, which is less glasses for sale glasses. Khun B. A lot of different things. So if you’re selling eyeglasses, you need to be very specific that they’re eyeglasses? Because if you just throw out the term glasses for sale, your martinis martignetti fashion glasses. Exactly. And those people will get impressions and shower doors. Stop, Stop! No, no. You guys really going? Yeah, you get it shows you get it. You can keep going. And so often times, you know what I see is ways to improve is being more specific. OK, OK, So for those of you who are out there already with an account, one of the biggest tips we would ask is check your monthly search terms report monthly. You know, just actually, that’s the difference of telling you where your ads actually showed up. For what did people type into google dot com And you’LL get a lot of insight there about things that you want to add to your key wordless and also to take away what’s caldnear give key words. It’s another piece of jargon. Um, Michelle, you’re probably you’re thinking person to ask. I was at a pan. I was in a interviewing a panel yesterday and someone said this was a digression. Probably caused by me. Have trouble focusing another reason. Another CEO of anything. I have to work for myself. These are when you when you’ve just met the good, glad grants you’re getting was residual something. You’re getting residual something’s or something. Eso is going back to Jason’s point about tracking. You know, we we can understand if you’ve set it up. What happens after someone clicks on to your site? You know, you want to make sure that they don’t like fifty percent of people just kind of bounce right off of the the site. Unfortunately, I remember I’m sorry that I was a little more context question. No, no, it was The suggestion was that it may be better for you to spend money even even if you still haven’t exhausted your ten thousand dollars free grant because it get it, get it different kind of. You might. It might be worth spending a hundred dollars if you see something Doing well for free, Get a different kind of a different kind of ranking or so. Yeah, we’re at duitz earlier was you. You’LL actually have more conversions, and we can track, but that’s a different story. Okay, this we’re talking about makes good sense. You don’t know what I’m talking about. No, no. You do actually, cause a lot of people actually make this mistake, assuming that you can’t have a paid account when you have a cool at Gran’s account, you Ken and I would wrap So you realize it because you’LL get a whole lot more volume. Hey, glad Grant’s offers. Even the positions like that are after the paying advertising messages called Residual Remnants Way. So we offer non-profits all of the space that’s available after paying advertisers. So sometimes for really competitive queries, there is no space left. But that being said, I would just say use at grants for figuring out what works for you and then when something works for you, then you could be really sure not take too many risks with opening up a paid account and doing really well there. Okay, also, there’s a display. If you wanted me to cover, just play video. Jason. Yeah, I was just going to have one point first. If you don’t mind that, I’ve I’ve known some non-profits. I think most non-profits Khun benefit from an ad grand for certain, but there are occasionally some particularly something say, like a CD. If I there’s some financial organization, CDF I, Charlie Delta Foxtrot. Indio. What? Do I put a quarter in the jug and swear books? No, no. It’s much more punitive than that. Ho ho, but okay. Their community development, financial institutions there that there was some types of non-profits where they are in competition, not just with other non-profits for advertising, but also we have, say, businesses. And really, they can add grantmaker not perform for them. And it is good to run that to do the grand as an experiment. But if it doesn’t work, and that’s because of the level of competition out there and then the paid account might be better for them. Okay. And Michelle, what were you asking matter-ness with that? We offer search ads. But there’s also video ads, for example, an image ads that are also really useful for getting for raising awareness for non-profits. Those are only for paid accounts. Yeah, okay. Okay. I mean, there’s only so far you could go on for your gun. It’s gotta be limits this thing a thousand dollars. Enough is all right, Michael, we have heard from you for a while. What you want? What you want to add here that we haven’t talked about yet. You did? Seventy five. You did seventy five minutes and way. We’ve only been at this for twenty minutes and forty three cents. I know. It seems like counting down there, like eighteen hours between twenty minutes. I could talk all day about this stuff. Just, you know, thinking that long. If you’re just looking for, like, what I wantto say that hasn’t been said yet is get started Something relevant, you know, once. One thing. One thing I hear a lot from non-profits is that they they heard about this, you know, years ago. And they haven’t gotten started yet. And I think, you know, the hardest part is getting started. Like like Michelle said, there are some things you need to learn before you apply, but this money is on in-kind amount and its use it or lose it. So the earlier you get started the better. Because if you dragged your feet for a few years, you’ve missed out on all that money you could have gotten It doesn’t get, um, loaded into your account later. Okay, That would be an ideal place to stop, But we have more time. I have a show on way. Have time with their policies around this show way Don’t stop twenty two minutes because I got two half hour segment show. So we’re gonna do We got too few more minutes. So what have we not have covered? I have Ah, are be proactive. Section be proactive. Okay, Jason, you got something there, Michelle? You want to start? Michelle just mentioned dynamic search ads. This is money. I find one of the simplest techniques to actually set up in a good Glamoc count. Eats Guns are very effective when you first start your campaigns because it fills in all the gaps in your advertising that enables Google to decide to show glassed inside to show an add even if you haven’t created one for that specific purpose yourself. So it’s kind of like you just a little more about this. Flush this out for us? Yeah. I don’t get it. It kind of automated is the normal. You right in there. Did you choose some keywords us and takes for that ad on? If people search for words similar to that, then your ads get shown that adds has shown up with the dark. Yeah, but with Dynamic sir chance. It works a little differently, even if you I haven’t chosen he worse and you haven’t got an ad for this topic already. Google might, based on what it knows about your website and all the pages on it might just decide to show an ad, and it writes most of the ant text for you. It’s kind of you have to You have to leave it to a certain amount of trust that you will write a good ad for some time. It does. It’s a very effective technique when you first start advertising, but it’s worth a try on most accounts. So it’s dynamic surgeons, and that’s something you select in your throughout the process. In the process of creating, you’re you’re absolutely When when you’ve created a campaign you can create in and prove like, Yeah, you know, you could write an ad group within that campaign and you make the ad group dynamic search. Okay, okay. If you and your trusting Googled radio appropriate at and it’s so simple to do, it’s a quick and easy win it on, and it could end up bringing a lot more visitors to your website that you boys would never go. Okay, But it’s not entirely trust either, because we provide tons of data back to you in the interface every time that we run that. And so you’LL be able to see exactly what what it’s working for you, what’s not. And that’s kind of the whole point, Tio. What brings us back full circle is that that’s the beauty of digital, as is that you get so much more information than putting out a billboard or something, you actually get it, and then you have to act on it to make it better. Yeah, I’ve had a couple of channels where they’ve lamented the social sites that don’t share data, including Facebook, when donation has made through Facebook on the data that the non-profit does not get back on. Actually, the recommendation was used Facebook to drive people to your own site and then and then have a streamlined process for making a donation there. Where you where you can ask the info that you need on Not yeah, not not be without it from your donor data, we’ve We’ve got a glance with good lads. I think you get more data than you could even handle. Sometimes there are so many more columns of metrics you can add to your screen. People unaware ofthe. There’s an immense amount of data you can get from it. I was saying to Michelle that one of my top tips for people is by the biggest widest monitor you can possibly afford if were to have two next to side by side to widescreen thirty two inch monitors aside, if you’re doing this stuff, but you raise a very good point and we have we have a couple minutes left. Uh, so what? You touched on this? Yes, yesterday just on this earlier. Uh, but what? What are the key member there? Maybe three. Four key top metrics that you should be paying attention to in your first six months in your first year. Maybe they’re the same ones you ticked off earlier, but I’d like to hear them again. Shoretz human-centered Check. What should we be looking at? Level Most important. Should we each name one or shall I do for you? Do two. I’LL do two So I just chose that because you said one or force I signed to one or two out of three. Yeah, the two is Click through rate and quality score, and that was the quality score. So there’s a quality score. The quality score is a number from one to ten. That is Google’s estimation of how relevant your key word is to the rest of your content. Specifically, your advertisement again, your landing base that you send them. Let’s make sure everybody knows what click through rate is. Click through basics to you, but it’s so good through rate is a percentage value of clicks divided by impression. So impressions is a viewing. Seeing viewing of your ads because in action taken so for recovery. If you get five clicks for every hundred times it’s seen, your click through rate is five percent precisely, Jason, you got one or two top metrics that Michael did not previously mentioned. Well, I’m actually going to repeat the one he did mention. I have not to do that. That’s why I’m doing it. Their policies are not proper radio way. I trust you to keep me clear. The Google ads Grant’s policies can’t adhere to the simple non-profit radio balls. Go ahead, anarchist. Okay, on the quality of school that Michael mentioned is broken down into the landing page experience and the ad relevance. Now, I think these two extremely useful because if you find that some of your ass and your gear is not working, you can look at these and you might find that your ad relevance is really high. In which case you’re writing a good ad, Yes, but you might find the landing page. Experience is really low, and that’s a clear to you that saying your ads agree your website is rubbish on the landing page that you’re providing people is not okay or vice versa. I find it useful for just diagnosing what the issue is. Vice versa. Right? Okay, Michelle, you I’ll give you my top. You’re the you’re the head of grants. Give one metric and then I’ll give you the wrap up. Okay. Conversions means the number of goals that you accomplished through your ads as a result of someone clicking in your ads. How many goals did your they reach on your website that you wanted them to do in the first place? Optimized for that? Tell your boards this is how much we’re getting through our website. It’s not about just website visibility if they bounce right away or if they don’t taken action that you want them. Tio Okay. Why did you leave us into the head of Google at grantspace You’LL leave us with inspiration. Inspirational ten seconds. What I see from our Cantonese is that there is so much passion and there’s so much more opportunity and digital ads to go after it. It’s just it takes a little extra investment of time and I know that it’s social tough in our space, but literally just a couple hours a month and you’LL be you’LL be flying with grams Okay, I just I just gave just gave you a terrific Lee Valuable. Uh, twenty eight minutes and thirty seconds of Google at grand time. They are Michael Rasco. He’s the owner of Rasco Digital Marketing. He’s also on the board of the Multnomah County Library. Basically right here, right here in Portland. We Multnomah County and Jason King is glad Grant certified professional. You’LL find him under Jason King on deshele Hurtado is the head of Google at grants for Google and I thank each of you Thanks so much for being with us. Thank you You’re welcome. Thank you for your for being with us. You’re on our coverage of nineteen. Ninety si the twenty nineteen non-profit Technology conference. All our nineteen ninety seon reviews brought to you by our partners at ActBlue Free fund-raising Tools for non-profits to make an impact. Thanks so much. We need to take a break. Wagner CPS is enough with the webinar. OK, we’ve heard that their accountants do you need one. You need help with your form. Nine ninety is the time to change audit firms. They’ve got a deep practice for non-profits and the expertise to grow it. You know, an insider there, the partner Yet hooch Tomb has been on the show twice. You give him a ring, you check them out. Give him a ring. Wagner cpas dot com Now time for Tony’s Take Two. My video this week is a tour of a Minuteman nuclear missile launch control center. I worked in one at Whiteman Air Force Base from nineteen eighty four to nineteen. Eighty nine, and it’s actually not even write to say I worked at one because the base had fifteen of them and I probably pulled alerts at twelve or so of the of the fifteen, all dispersed throughout the throughout western Missouri. Ah, And so when I was at the reunion that you heard me talk about previous couple weeks, of course, we got a tour of the launch control center and the one we were at I was at many, many times. This was one that I pulled probably a hundred alerts at and you’LL see what they looked like with their nineteen sixties computer rack technology. You see the launch keys? I narrate you through where the where the the codes are stored, the safe with the two lakhs, each one of us on Lee knows the combination toe one lakh red safe, tiny red safe. But there’s the launch keys or stored in there and the documents that decode messages that would direct us to launch stored in that little red safe. Um, you see the commander’s console, the deputy’s console. You could see the light panel ten columns of lights, one for each missile that we commanded. Because when you’re gonna launch control center, you’re controlling ten missiles. Um, you see it all you see, you know, the big fat blast door like I don’t know twenty four inches thick or something with the pins that are like eight inches thick, that retract into the door and extend out into the A foundation to keep us secure. You see it all see it all on the tour. You catch that tour on my video at tony martignetti dot com, and that is Tony. Take two. Now here’s the twenty nineteen Digital Outlook report. Welcome to Tony martignetti non-profit Radio coverage of nineteen ninety si. That’s the non-profit Technology Conference twenty nineteen. We’re at the convention Center in Portland, Oregon, and today is day one of our our coverage of the two and a half day conference. This interview, like all of ours at nineteen ntcdinosaur brought to you by our partners at Act Blue Free fund-raising tools to help non-profits make an impact. See the swag on the desk. See the swag on my chest? Well, one more can we do with me now are Elena Francis. She is digital marketing account give at H J. C. In the middle is Charlie Jared. She’s non-profit digital consultant at H J. C. And we have Jennifer Jones Ingram, director of strategy and partnerships that care too welcome Welcome to the show. Thank you. Thank you. And pleasure. Pleasure. Having your topic is navigating the unknown. The twenty nineteen digital outlook report. Let’s start down at the end. I like to start down the end. Jennifer, what’s, uh what’s the news about this? What’s newsworthy about this? And we have almost a half an hour together so you don’t pack it all in, but just thirty seconds. What’s what’s the headline in the lead? Well, I think the reason it’s called the navigating the unknown is one thing that we found out from doing the survey of over almost two hundred people was that there are a lot of things that non-profits still are not aware of what their budget should be. Should they asked for more budget? How much should they be spending on digital? How much should how many stash they have for that? So even some of the basic questions like what is your Facebook strategy for? How are you finding new donors and legion? A lot of non-profits, the number of people who said I don’t know I was kind of surprising to us, and but the good news is, is that we’ve come up with many solutions on how we think people couldn’t continue to learn, continue to grow and continue to make their digital programs even better. Thiss was a report done by by care to and by H J. C. Or in Stacey and ten, an intern. Okay, which is no longer the non-profit Technology Network. You know that, right? It’s just they’re only intend. Now, I don’t want you to say non-profit does. That’s no longer an acronym. Okay, It’s just an intense right, Like the entire day rally in Triple A and Okay, got it. Got it. So, Amy Sample Ward is, ah, regular contributor on the show. She’s on every month talking about social in tech. So that’s that’s how that’s how I know that of great. Uh, all right, so now you mentioned only you the two hundred non-profits were surveyed. That doesn’t sound to me like a cross section of non-profit community. How did you choose the two hundred? How do we know this is representative of the community? It actually is pretty cross representative of it. I mean, we’ve got people from over, I think was over seventy different countries responded predominantly from North America and Europe. But multiple people responded organizations with budgets the size of two hundred fifty thousand up to over fifty million. Ah, large staff, small staff. So even though it’s a smaller number of non-profits, we found that it actually was a really good cross section of all the different groups that are out there. So there’s something for everyone in it. Okay, Okay, Charlie, you say that there’s there’s a lot to be learned in just using some basic technology. Digital foot. So peer-to-peer Facebook. Google Advance. Where do you expert in any, any one of these? Or that you can speak to what the report tells us that any of those things or, I mean, I specialized in social, So okay, the amount of info that was available for non-profits to share with us from Facebook was actually really limited, and there’s kind of a I don’t want to call it conspiracy makers. Well, ah, Facebook is there doing it purposefully. They don’t want to share that data. They want to keep it insular. So their techniques that we want to talk about where it’s getting your donor’s off of Facebook away from engagement. That’s what Facebook wants will you want convergence and people go into website and getting more involved in your non-profit. So their techniques to do that Getting them away from Facebook onto your on, getting involved in your you’re non-profit. Okay, So what? What are some of those techniques s O we want actually try and stay away from their fund-raising tools? As much as we’re tempted to use them because they are so easy on accessible. We really want to try and have our websites more mobile friendly. So that’s super important. Teo, make sure that you’re you’re Was everyone on everyone on Facebook on there? I had a guest just within the past couple weeks or so said that we’re past the question. Should your sight be mobile optimized? Yeah, everything, especially around fund-raising needs to be mobile optimized. Yeah, OK, OK, so you want to see people organizations using Facebook more as a referral source to back to their site rather than keeping them on Facebook? Despite the easy fund-raising tools that air there? Exactly. Yeah. Don’t be drawn in. Yeah, so I’m based in Canada. So Canada, we just got those fund-raising tools as of November. So we’ve just had the start of it, where in the U. S. And Europe had them a lot longer. Eso but Canadian non-profits air still seeing the same amount of money come in and with all the data come in because they’ve had been forced into a really lucky corner kind of Teo be able Teo, make it work for them and it’s benefit of them more long term. So in some non-profits, sixty percent of new donors air coming in through Facebook and they’re getting all their data and they’re able to roll them into their welcome, Siri’s, whereas if you’re using the Facebook tools, you don’t get all that data and very optional, so you really have to be careful with it. You are still encouraging people to use it for peer-to-peer because that data isn’t as valuable when somebody’s donating to a friend, as opposed to maybe your organization, they’re not as invested in your organization, so peer-to-peer is still very valuable because the data isn’t as valuable, but it just really proves how valuable it is. How many times can I say that one sentence, er that is Facebook’s doing. It’s so incredibly, it’s so important that you try to afford that data for yourself because Facebook’s trying to steal it all from you. Alright, alright, you should say steals. You may go for you’re gonna call them thieves. It was called conspirators. Is Elena What’s what’s your what’s your activities in this? But what can you speak to on DH? So we deal with a variety of clients for obviously the non-profit world, and a lot of them, as we mentioned as well in the report, do not use the tools that they have effectively. All they’ve got to tools of the exact same purpose on different teams use the tools and they can’t aggregate the data together in a meaningful way from those two different tools on. The other thing that I find in my experience is reflected in the non-profit industry is that there’s a complete lack of transparency between departments that are working perhaps on similar campaigns on they would gain so much if they shared their expertise and their current campaigns with each other. A lot of organizations each department has their own sort of separate campaign calendar, and there’s a lack off a whole integrated one. That’s sort of like Mark Markham’s wide on when I speak to clients, and from what we learned in the report, it seems that people would prefer that there was shared visibility with one calendar, so you can see what the organization is producing any given time. So this is something that we really emphasizing the report initially, it doesn’t sound digital focus. When you talk about, you know, communicating and working with different departments better on the other thing, there’s well, that isn’t instantly. What would think off, perhaps for digital outlook report on the future is that we encourage people to use the right technology that suits them and seats. They’re supporters as well. Metoo really Steve a Steve into that. And I recommend things are already easy quick winds today that we’re surprised organizations on doing okay, we’re going to get through some quick winds. Ilsen has loved those first. Let me ask you, because I don’t want to forget. Where can welcome listeners get a copy of the Digital Outlook report? How do we get it so well? So Charlie’s holding it up. That’s eyes there you are well on their way, so outlook report dot com digital outlook report dot com Because not everybody’s on the video. The vast majority of our listeners are off our audiences. Listeners. Okay, it’s really small in the card anyone? A digital outlook report dot com All right, One of the first things you mentioned Eleanor was integration between tools. E-giving Give us an example. What? Which? Which platforms or tools you’re talking about? That you feel organizations aren’t integrating a CZ well as they could, so it was a really bizarre situation. I had a client that was using male chimp on eliminate for sending emails, and there was sending it seemed to me randomly they would choose which messaging service to use. And it seems like a no brainer to stick with illuminate because that’s built for non-profits. But they preferred using male chimp for smaller campaigns because they said it was easier and more user friendly. But it just seems strange that you have these two different lots of data stored in separate email service providers. History Very strange. Jennifer What? No, I was just saying that it’s strange that they had two different email service providers for one organization. What? Usually you choose one of the other and bloomin it is much more robust. Exactly. Khun Dio So I know male chimp might be easy, but I know it wouldn’t be coordinated. Communications. I would think that that’s always a concern of ours. Making sure everyone’s communicating the same way to the same people and keeping that consistent. Yeah. Compliance with oft out with the challenging as well. Yeah, I’m sure that that’s fascinating. Back and forth. Exact dahna. Alright, so? So we can live a lot of bad practice having having two of anything Absolutely duplicated. Right? All your your contacts duplicated in both both platforms. No point pick one. Yeah. Yeah, OK, You’re just asking for something to go wrong. That kind of something gets up, one one gets updated, the other one doesn’t weigh, do a lot of journey mapping with clients grayce See and feel that we speak Tio, we do a tech order on we find the different departments feel more comfortable using from technology even if they have the same name. Another thing as well that we’ve noticed is that because the non-profit world usually has quite a high staff turnover, new staff come in with new ideas or old staff, you know, take their ideas with them Tio wherever they go next. And that’s why you get multiple tools for the same application, and it just two metoo seems too ridiculous for an organisation is really a non-profit melon, also with care to weigh, help non-profits find new donors and supporters and way find that some of the digital platforms are a lot easier to work with and others, especially if you’re bringing in a lot of new donors. Sometimes they they have spot heist fan thresholds. They can accidentally turn a non-profit off, which is never a good thing. Yeah, so it’s from a legion point of view. It’s always good to have a single, highly functioning, multipurpose ilsen Charlie a little bit of a digression, but after that, there’s a J C stand for anything. What does this C stand for? Johnson. Consultant John Results. We’re going out to say that like it’s not like non-profit technology like, and we’re not supposed to say when I say it all the time. Non-profit technology never. Okay, um, let’s talk about some things quick. Fixes You brought up the idea of quick fixes, Elena, but Charlie hasn’t talked for a little while. Do you have any have any quick, quick fixes that can come out of the digital report? I mean, it’s amazing how many people are using Google at Grant. It’s OK, they’re still giving. I’m going to give you a chance. They’re still giving ten thousand dollars per month up to which is pretty generous. Yeah, yeah, ten thousand a month. There are for non-profits. Yeah, and it’s something. It’s kind of a no brainer at this point. You really, If you’re not, if you don’t exist on Google, you don’t exist. So you really it’s really easy to get into. You just have to go through the application process. I think a lot of non-profits really intimidated by it. But it’s a great for a well managed junior staffer to take it on on and just get it going. And then there’s many grants out there to actually help you learn how to use it on. There’s a whole online process. If you could just go on and all these three tools just learnt how Teo So it’s is it a steep learning curve getting into Google at grants for You know, first day I would say no. I would say if he spent three days on their learning tools. You you weren’t gonna have. You could do all the basics. Okay, Yeah. If you go, if you just kind of go in and go for it, there’s one person considered. Do it and I know it does get very sophisticated. It doesn’t, but it’s a threshold. You don’t feel like it’s. It should be intimidating to a small and midsize shop. It shouldn’t really to go really far with it, but there are many levels of success. You don’t have to go in and be making a ton of revenue. But if you if you can boost your traffic by just a few percent, that’s a huge win. Okay, so it’s a It’s a no brainer and definitely should be looked into more. OK, time for our last break text to give you get there. Five part email. Many course to dispel myths around mobile giving donations do not have to go through the donors phone company that puts a limitation on on the donations because the phone company doesn’t want to collect too much money. They don’t wanna be responsible for any more than a couple a couple of dollars you don’t have to go through phone companies. You could do mobile giving without the phone companies. That’s what you can learn. That’s a part of what you learn in this five part email. Many course You text NPR to four, four, four nine nine nine. We’ve got lots more time for the twenty nineteen Digital outlook report. Jennifer, you have something quick that comes out of the thie report? Yeah, I think one of the areas that I’ve been focusing on is that the communication between different departments, particularly communications and fund-raising, our marketing and fund-raising depending what you call it. And I think that, you know, doing simple things like meeting once a month and just sharing what it is that you’re doing. Having a calendar that has everybody’s communications on it on DH, even just something as simple as that. Ask stopping Find that if you actually will switch desks with someone who’s in a different department, it’s amazing just how you all of a sudden haven’t understanding of what that department is going through, what they need. So if you can, you can you can you can I bring my stress ball with me to the nude. Absolutely. Hyre switch What? Well, and it doesn’t have to be a permanent situation, but maybe are like a day or two. You just literally will switch desk. You’re working with different does exactly and work in a different department. So you’re talking to. So if you’re a fundraiser and you’re sitting in the marketing department, you all of a sudden maybe understand why they communicate in a certain way to donors That’s different from your communication. But now that you understand it, you could say, OK, I get it. So when we do our communications, I know how I can work with them to make sure that we’re talking to our donors in a similar way. Okay, this is the cross skill. It’s learning that you mentioned in your exactly your session description. Okay, Element, you brought up the idea of quick fixes Lovett. What? What do you have out of the report that you’d like to see done better on easy to do so? One of the things that we find with a lot of our is there some background is that noise. Is that coming from behind the behind our backdrop? I think so. I think that’s a V C R m. They’re out of control. But that’s that’s what That background noises. But now I’m seeing it shakes. Always having too much fun over there. Yeah, VCR M com comfort. OK, I think they took my admonishing quite it down. Okay, I’m sorry. On a and so one of the things that we recommended in this report is that a lot of the time again because non-profit unfortunate, do you have a high staff turnover? Sometimes the training programs and new staff received honors, you know, comprehensive as they could be. So we recommend It’s a really simple thing. I’m surprised more organizations don’t do it, but write your own how two guys with how to use specific kinds of technologies. So when somebody does come in and maybe they don’t have people run experience, they can have a guy that’s always making final online. But if you’re right with God, that takes into account what your organization uses Google ground. There is something that will not be relevant to your organization online. But if you have a bespoke guide, your organization is. Somebody could read it and have screen shots, and they know exactly how to use it, how to four reports out to look at the metrics and matter to your organization. And it’s just a simple thing to have in a shared drives. So no matter who comes in or leaves, people can’t just go in and they’ve got a written guide. You know, visual aids. I love calling it a he spoke guide. Yeah, sorry. So is worth the time to document. Yeah, doctors use each different platform. Okay, there’s always that a situation where the one person who knows how to work a servant part of the database has to go out on sick leave or goes on vacation. How dare them go on vacation? Never a good time to be sick. So this this way. I mean, there’s always a backup plan, so you don’t feel trapped or panicked or stranded, and it happens. Charlie, How was the, uh was the report compiled interviews or serve written surveys, online surveys where I was the info gathered. It was all online survey, and then we all got together and pulled all the most clear data that we could from it on DH. It was really great for three organizations to come together and pull all the different things that we saw patterns in to that we wanted to share with everybody and the non-profit community to see. So each individual person sharing their own experience and then coming together and then seeing the patterns that come out and what I mean really was a major thing of what people didn’t know was the real shocker of the whole report. Just adding in that extra question, I’m like, I don’t know that And it was really Oh, that means that department’s not sharing that or that apartment’s on another one. So it’s really great. Teo acknowledge that there’s lot everyone doesn’t know, but there’s together. We all know it. So we need to really share across teams across killer teams and making less silo like we always talked about in every time. I feel like every single conference talks about silo, but it’s just, you know, emphasizing the support all over again. There’s no one on the panel from intend you khun sake Confidentially. Nobody listens to this show. Did intend pull their weight organizationally organization wise. Absolutely. Today Oh, you’re getting probably was a ringer off camera. Every everyone was involved a juicy weight. We all work together on it, and we have for the past. I know you worked together, but that intent pulled their share of the ways. Absolutely. Do I’m asking? Explicit questions are wonderful. Expert. You okay? Thank you. Um, let’s see. Um e let’s like this idea of a cross cross training cross skill. Any other suggestions besides desk swapping? Any other ways of how there must be other ways. Yeah, one of the things that’s great about death stopping as you’Ll learn that there are people that you sit next to maybe their developer. But they have experiences a graphic designer on DH. You wouldn’t really They wouldn’t say necessary in their job. But you get speaks to them and get to know them or on DH. The other great thing is, Well, if someone has the time, they could do in lunch and learn. So perhaps somebody’s interested in, you know, creating a paid such campaign strategy, and they’re just a regular copywriter. But there’s someone else you can write a copyright for and, you know, paid such they can have a session with Copywriter and teach them that skill. And it’s just a free, you know, short lesson. Basically, you’re not paying for a course. So you know you’re learning you’re learning from your peers your cut from your colleagues? Absolutely. And when they go to do the camp there first over campaign, they could be shadowed by the expert, and they can ask them questions. They get started. So it’s not just a one off session that you attend, and that’s it. You have the ongoing support for as long as the experts that OK, and I think it’s I think it’s also important that when tohave management encouraged people to share what their skills, that is because I think a lot of times like the example you gained a developer who ilsen knows graphic design. That may not be something that person it talks about very much. But if you encourage people to share what it is that they know, you will find and probably be very pleasantly surprised at all, the skill says that you do have on your team just do that in meetings or what Regular meetings brainstorming. Hey, does anybody know how to do this? Design this logo or does anybody and just you know, if you have an open communication and a nen vier mint of encouraging that you will find that more people will speak up and share what it is that they could do. I love this cross team learning. You can’t cross skillsets. Yeah, yeah, It’s a lot of building relationships, as fundraisers were always talking about building relationships. But it’s super important to build those relationships within your internal injury, not only with your donors and volunteers and potential donors. Yeah, treat all of your fellow co workers just like their donors and making sure you’re generous and kind to them as well, because they will be generous and kind to you. I feel like we forget that we’re together. We’re together day in and day out, eight, ten hours a day way. Take it, take each other for granted and absolutely way. Forget that we should be building relationships and learning from each other the way we’re doing. For those who are, you know, another constituent. The external constituents exactly makes the workplace much more stimulating that way, and people feel valued when you’re using their skills that they didn’t adverse. I advertise or they don’t use day today and it makes everybody feel more valued. And it also, you know, improves the workplace environment as well. People are happy to come to work, excited to come to work. And when people are happy and exciting, that’s when the creativity just could go through the roof. Let’s talk about adapting technology to your needs rather than you adapting to the technology. You mentioned that in your session description. Who wants to talk? You want to start with adapting to your purpose rather than vice versa. Way had a case study of the BCS PC and thank you for B C B C S P, C A, B C, Rutgers Columbia species because it’s one of the largest animal welfare organization shit in the world on they want to do a, uh, gift catalog. But there constituents are middle aged women, so they wanted something that was very familiar to them for the online experience. They didn’t want to go out of the box. There was nothing that they could really see that was going to be super familiar on easy and just really integrated. So instead of going with any non-profit tools, they went with Shopify on DH, adopted it as a non-profit tool on went and sought out on an APP developer that was created a specific tax receding app, but that is now available to anybody. So they it is an open source tax reseeding abs. So anybody that wants to use that kind of technology can, uh so sharing generously with non-profit community on DH. It’s totally its growth and compliant with U. S and Canada. So So you were encouraging. Encourage using tools or least evaluating the usefulness of tools that aren’t necessarily non-profit. Non-profit created exactly exactly just going instead of just being. This is the only thing available to us making something work that is going to work. Most importantly, for the constituents and for their supporters, that’s who you’re really was. The most important people is like Who’s who’s it going to, who’s going to use it every day on if it’s not fixed them? And that’s what they’re comfortable. But make it work. You still have a few minutes left. What, have I not ask you that you want to talk about anybody? Anybody, okay? You’re doing this seventy five minute workshop and we’ve been together for, like, twenty four, so don’t hold out on non-profit A lot of a lot of cubine. Yeah, right. Okay. All right then I’ll do tomorrow more cues. Okay. Um we didn’t talk. Uh, we don’t talk too much about peer-to-peer way just brushed on it now, See, now we only have a couple minutes left. So who wants to talk? Charlie? It looks like you want to talk about peer-to-peer. Well, we’re really surprised. Forty four percent of non-profits air not embracing peer-to-peer when there’s such a huge demand for it. People want that person’s experience. Online experience is more and more personalized, and people want fund-raising the way they want it. Fund-raising Not necessarily with, you know, the run you do every year, the gala you do every year. And it’s a very kind of you, Mitch. More and more in each market, people want to do what they wanted. Teo. So we want more non-profits. Look att peer-to-peer creating the tools that that will empower their donors to go out and do do peer-to-peer campaigns. What else? What else can we learn from this report? Peer-to-peer I’m that Besides, look at it if you’re into it, and if you’re in the forty four percent. It’s not as daunting or scary to look at that two. Doas. It looks I mean it when you do one. I think you just get really behind it, get more creative and come up with all these different ideas. You’re basically giving power, Teo. The you know, the fundraiser Teo, do what they want Teo to get money, and it gives them more of a sense off. Just I raise this money rather than I give money to an organization. So create a closer bond with the organization rather just sending a donation through a landing page. Okay, Okay. I think one of the barriers a lot of non-profits have to use the technology to do peer-to-peer is not always the best, but I know that improvements are being made on that all the time. And I think, you know, don’t let the technology be the barrier to do it. It’s still something that’s so valuable for every non-profit that they should do it exactly. We’re gonna leave it there. All right? Right. Thank you very much. Thank you. Thank you. My pleasure. They are Helena Francis, digital marketing account Exec, H J C Charlie Jared non-profit Digital consultant at H J. C. And Jennifer Jones Ingram, director of strategy and partnerships. That Care, too, And you Are with Tony martignetti non-profit Radio coverage of nineteen ninety seethe. Twenty nineteen non-profit Technology CONFERENCE Like all our interviews, this one is brought to you by our partners and act blue. Free fund-raising Tools Help non-profits make an impact. Thanks so much for being with us next week. Nobody’s reading your pdf CE and mapping your data. If you missed any part of today’s show, I’d be seat 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 Tony dahna. I’m a Slash pursuing capital P by Wagner CPS Guiding YOU beyond the numbers wetness tps dot com and by text to give mobile donations. Made easy Text. NPR to four four four nine nine nine Ah, creative producers Claire Meyerhoff Sam Liebowitz is the line producer shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein of Brooklyn, New York, with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent go out and be great. You’re listening to the Talking Alternative network. Wait, you’re listening to the Talking Alternative Network. Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. 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