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Nonprofit Radio for September 13, 2013: Cause Marketing 101 & Internal Social Networks

Big Nonprofit Ideas for the Other 95%

Listen live or archive:

My Guests:

Tricia Napor and Muneer Panjwani: Cause Marketing 101

L-R: Muneer Panjwani and Tricia Napor at Fundraising Day 2013
Muneer Panjwani and Tricia Napor at Fundraising Day 2013

Tricia Napor, principal manager at Alcoa Foundation, and Muneer Panjwani, business development manager for DoSomething.org, share tips for getting started in cause marketing: what it is; what small- and mid-size shops have to offer companies; goal setting; transparency; and aligning missions and needs. Recorded at Fundraising Day 2013.

 

 

 

Scott Koegler: Internal Social Networks

scottkoegler2009-150Scott Koegler, our technology contributor and editor of Nonprofit Technology News, explains how internal social networks complement the external networks like Twitter and Facebook. How to get started, who to invite, and how to promote them. Plus, his one-minute wonderful wine recommendation.

 

 


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent for friday, september thirteen i’m your aptly named host oh, i hope you’re with me. Last week i’d be forced to endure him okra mathos iss if it came to my attention that you had missed the overhead myth letter signers written to the donors of america, the three co signers of the letter are the ceos of the better business bureau wise giving alliance guide star and charity navigator. I dubbed them the three tenors of charity evaluation art taylor, jacob, harold and ken berger and explained what led up to the overhead myth letter, why it was necessary and why they feel many charities should spend more on overhead, then good overhead, bad overhead. Jean takagi are legal contributor helped you understand what may be sensible and appropriate non-profit graham expenses for your non-profit and what you should avoid, how to protect your board officers and employees, but not go overboard on overhead gina’s principle of the non-profit and exempt organizations law group this week cause marketing one oh one, trish in neighbor, principal manager at alcoa foundation and mounir panjwani business development manager for do something dot org’s share tips for getting started in cause marketing what it is, what small and midsize shops have tto offer their corporate partners gold setting, transparency and aligning missions and needs, and that was recorded at fund-raising day twenty thirteen last june, and internal social networks scott koegler, our technology contributor and the editor of non-profit technology news, explains how social internal networks like your blawg you are blogging, right? Compliment the external networks like twitter and facebook. Also his quick wine recommendation between the guests on tony’s take two my block this week is there is no shortcut to getting planned gif ts here’s my interview with tricia naper and muneer panjwani on cause marketing welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand thirteen for at the marriott marquis hotel in times square, new york right in midtown and with me now, teo, talk about cause marketing are tricia neighbor she’s, principal manager with alcoa foundation, and mounir panjwani, business development manager for do something dot orc tricia mounir, welcome. Thank you. Thanks for having us times a pleasure. Pleasure. Nice and quiet here now some of the other recordings have not been this silent. We got lucky s o. Everybody will be very attentive to you. No background noise, let’s, let’s. Define this cause marketing and distinguish it. Maybe from sponsorships or some other things. Tricia, i want to start. What are we talking about? Certainly. Well, so at i work at alcoa foundation, which is the ah charitable arm of alcoa incorporated the aluminum company, which is mostly a business to business company. So we don’t do a lot of marketing. The foundation does a lot of wonderful social programs. And when you look at the issue with this particular partnership with do something was focused on is recycling when you look at the bismol recycling rates of aluminum in the u s you realize that you there’s an awareness problem that people don’t know about the importance of recycling and the amount of impact on the environment that recycling has. So we went, we started looking at ok. How do we really increase increase awareness? A cz well as access and incentives to this. And then ah, oui. I heard that ceo of do something speak and was blown away by the reach that they had with young people. And we really wanted find a way to reach young people with this important message. So that’s how this caused cause marketing campaign began. All right, mounir, why don’t you explain? What do something is? Get let’s, get, uh, started their servers on the same day. So do something, dot or it is the largest organization for young people. In social change, we create about twenty five costs campaigns that young people care about. You have about one point. Six million young people that participate with us every single year reaches all actually close to five million people on dh young people we define as anybody under the age of twenty five. So anybody over twenty five is considered an old person, which would make all of us here in old. Okay. And i was going to my question, andi, if viewers listeners would like to know more about do something have had aria finger on who’s the ceo, you’ll find that video on youtube. You also find the podcast on my block at tony martignetti dot com. She was talking about engaging people under twenty five. Got it had to do it. What is cause marketing money, or how do we distinguish this from other relationships we might have with with the corporate side? So a lot of corporate partnerships are often about, you know, like stopping on a logo on a campaign and that’s, usually where that’s usually where stops caused marketing, specifically aligning cos purpose and values to a cause that their constituency cares about or because of the companies, product or service actually impacts in some way. So we’re a fast food industry talking about hunger in the in the country or alcohol foundation, which is the largest producer of aluminum. Talking about recycling makes sense. So parting with a nonprofit organization that has the expertise and the ability to have a major impact in that space and quitting a partnership between the two, the two organizations is what cross marketing it’s. Okay, and that partnership could take lots of different forms slowly. I mean, i see a lot of point of sale. I know that’s, not your relationship, but it could be ok to be solicited back-up now, but point of sale, or or mohr causes like recycling or could be anything. I mean, this is very broad. Topic, right? Oh, yeah. It’s, it’s, it’s, it’s. Incredibly broad. And i think what’s happening now is the now that the spaces has become increasingly competitive. So every single company wants to do a cause marketing campaign, which is great for the non-profits it’s great for the world, however nobody’s trying to be bold yet, right? So they’re very few cause marketing campaigns are bold enough that they stand out from the crowd. So the challenge, their concern for latto non-profits is what big ideas do we have to separate ourselves from all the other ones? And, yeah, i suppose we are. A local organization. Doesn’t have the reach of do something, you know, five million constituents paying attention. What? What can that smaller to mid size shop offer? Well, the one thing i would advise him on is find out what your unique identity is, right? What a unique asset. So what’s one thing that you bring to the table that nobody else can, and it could just be an idea. It could be an expertise in a space it could be. It could be a service. It could be stories. It could be something specific that nobody else. Can offer that is valuable to the corporation and i would add, i know that this is about caused marketing, but i think from a corporate perspective, if you’re looking for corporate donors, you do have to take it beyond the marketing and that’s something that do something does really well is that they actually have significant impact. So in addition to getting the word out there and the millions of people who are listening to what do something is saying, they also had fifty thousand youth actually go and recycle fifty cans for this campaign, and then we can measure that and say, the results of this of this of this program were this on the environment and this many youth actually participate in the program, so for smaller non-profit that’s looking at caused marketing toe also look beyond just getting the message out, but is there a way that you can quantify the results in the impact of your programs on the community around the environment? Okay? And i’d say within the past, like four years or so, we’ve been hearing a lot more about four to five years, a lot more about impact measurements we need to quantify our outcomes and not just say it’s, good work, but but prove it definitely. So now how about for the smaller shop? Does it make sense for ah, smaller midsize non-profit to approach a company like alcoa? Or should they mawr have their sights set on something smaller, maybe more local to their community? What do you think? Well, i think it does make sense to approach a company in your local community. So, for example, alcoa foundation or an endowed foundation, we have a budget of about twenty five million every year, but we take half of our budget and give it to our local offices all around the world, so they have budgets that range on the amount of employees that are at that location. They might range from thirty thousand to three hundred thousand dollars a year that they give to local non-profit partners. And if a local non-profit partner in one of our facilities in iowa or california went to them and said we could do a really great cause marketing campaign that would also have significant impacts than definitely our local people would probably want to know more and potentially fund that partner, okay? And are you able to speak to what those local the company’s offices would be looking for? Yeah, well, specifically with alcoa foundation were focused on education and environment because there are two key themes that aline very much with our business. And so under the environment, we look at projects that reduce the use of natural resource is and reduce waste that recycle primarily aluminum and that also replenish so a lot of different tree planting in biodiversity programs. And then on the education side, we’re very much focused on stem education, science, technology, engineering and math. I’m sure your parents know what that is. Well, maybe not down. And i have drug in jail on the show. So if if you hadn’t defined it, i would’ve put you in georgian jail. Okay? And then i quickly quickly paroled. We also look at a lot of work force development specifically around manufacturing. Okay? And more generally, it sounds like i mean, the advice would be aligned. Find the company that aligns with your work. Exactly. Find a company. Fight like men when you’re sad. You know, find what your unique offerings are. Do your research. Find what? The company’s. In your local area are focused on check online to see what other kinds of partnerships they have and then come in, prepared and have a good conversation. Okay, let’s, talk about the preparation in here. How do you how do you make that first contact once you found some some good prospects stalking them? That’s the first thing on twitter is like talking about it, google them watch the videos, learn about the companies which is you can learn about the other, the partnership that they’ve made and the success they’ve had in the failures that they’ve had so often times you will look at a company that would say, you know, we had three thousand people like our facebook patient will say, well, what’s the impact of that right? And they might not have an answer to that. So when i sent an email out, i’ll say, you know, you had three thousand people like a facebook page, what? What was the impact? I would love to know what the impact was and if you don’t have one like we love to talk to you about, how can increase that number, not just a number, but actually engagement. Number right. So a tte the parties with alcoa came about after nancy, our ceo, spoke at a conference last year, and the conversation was little patricia restart to us, saying, you know, we loved her speech. We want a partner, seems like you guys to do it right. You guys know what you’re doing, and you’re the expert in your space, and the brand is really, really exciting and engaging, and they were trying to reach a youth market also, yeah, well, let’s, continue that that that threat, because it’s, not just enough to be on social media on dh tout numbers. Those air, you know, sort of vanity metrics, absolutely number of likes. Number of followers of a number of connections on linkedin, talking alternative radio, twenty four hours a day. Do you need a business plan that can guide your company’s growth? Seven and seven will help bring the changes you need. Wear small business consultants and we pay attention to the details. You may miss. Our culture and consultant services are guaranteed to lead toe. Right groat. For your business, call us at nine. One seven eight three, three, four, eight six zero foreign, no obligation. Free consultation checkout on the website of ww dot covenant seven dot com are you fed up with talking points, rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over in tow. No more it’s time for action. Join me, larry. Shock a neo-sage tuesday nights nine to eleven easter for the isaac tower radio in the ivory tower will discuss what’s important to you society politics, business it’s provocative talk for the realist and the skeptic who want to go what’s really going on? What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me very sure you’re neo-sage tuesday nights nine to eleven new york time go to ivory tower radio dot com for details. That’s. Ivory tower, radio dot com e every time i was a great place to visit for both entertainment and education. Listening. Tuesday nights nine to eleven. It will make you smarter. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com dahna let’s, uh, i had a guest earlier talking about linc dane and the corporate pages. What is what is ah, do something dot org’s do around linked in. Well, forcing it the founder of lincoln is on the board, so we sometimes have to be oh, there you go. Read happens on a board. Okay, then he spent hours. He’s been a huge support, but for from organization perspective, we have a page on it, and we usually post a lot of the things that are useful for prospective employees. Anybody that’s looking for internship? Our job on the side is their information. Is there? The other thing is nancy serves as one of the writers, so she has, i think, closed down about twenty thousand ceo seo yeah, so she’s, always riding pretty pretty sort of engaging in and fun articles about to do something culture, but also how to advise other smaller non-profits on how to do it, right? Right. So some of the learning that we’ve learned she’s very willing to share that in a very fun and sort of uncensored, weighing a lot. A lot of times, tricia, i think there’s going to be great value. If if you can share what the i’ll call foundation might have done in its research before it approached, do something so heard, nancy speak very engaging sounded of threshold level appropriate, right what’s the next step before you actually spoke to them? Well, eso how cold foundation’s been around for sixty one years, so we just have a lot of experience in working with different non-profits i had heard of do something dot org’s previously, and some of my colleagues had actually gone to their fundraiser the year before and said it’s organizations really fun they actually had their their fundraiser this year, two nights ago when we went back, and it is really fun it’s kind of unlike any other organization, especially just because they’re so focused on youth that that culture pervades everything that they do. So i had heard really good things about it on and then when i heard nancy speak, the thing that she said that really stuck out in my mind and in addition to her colorful language, which you don’t often hear of these conferences that we attend, is that the non-profit incorporate corporate partnerships. It’s a true partnership that the non-profit is not a vendor but their partner, and that has to do something. They have a lot of assets, they have a lot of expertise, they have huge constituent group on dh there, bringing that to the table, and what is the corporation bringing to the table and what are the unique needs and assets of both groups? And i love it when non-profits think that way when they don’t see themselves as a vendor, but as a true partner and that they can enhance what we’re trying to do on education and the environment. So hearing that and hearing that philosophy was pretty much enough, but of course we do our homework. We checked charity navigator and guide star and things of that nature is important for charges to hear it, to make sure that there are legitimate group and then actually are grant application processes pretty thorough, and they have to supply a lot of different information to show they’re financially stable and they have to share with us the list of people on their board of directors on and things of that nature so that we can verify that they’re not affiliated with any terrorist groups and things like that. So we do our homework. So? So before this relationship became was closed, they had to do a grant application. You know, this was not a great relationship that this was a great relationship. Yeah. Okay. Oh, i see. All right. All right. Um did it doesn’t go any further. Are there any? Is there any employee engagement? Definitely way worked. Everything that we look at we look at can we got our employees engaged. So the website that do something put up for us on fifty cans that had a lot of information about the benefits of recycling, i worked with our chief sustainability officer and our other experts in house at alcoa, on recycling on getting some really fun stats for people so the youth could go and see. Oh, wow. When i recycle it saved this. It saves this much energy. Or if i recycle this many cans, i save enough energy to fly to cancun for spring break and things like that. And we all work together on that. That was fun. And and then we turn and know it out to all of our employees saying if you have kids at this age group tell them tio participate and a bunch of them did because there was a five thousand dollar scholarship prize. Didn’t end up going to one of our employees. Children, which was good. You know, we want to spread the wealth, but but we did hear that a couple of our employees encourage their children to apply. And they were getting really into it and looking up where the different recycling facilities were in their towns and things like that. Okay, so yes, definitely went much deeper than the money. Yes, it always does. For us, we look at, you know, the the grant and we want to have the results. But we really want to be engaged and share our expertise as they are with us and money you want. You sound like you want to say more about that. I was going to just go back to the part about partnerships. I think. Do something you know has a very specific philosophy in partnership, which is that, like a partners have to be fun, that they just have to know how to have fun way we know that partition partners is not between organizations there between people. Right? So just like hanging out, patricia on the other night was really, really fun. And nancy, our ceo has always says if you make any any of her staff members cry will cut off the relationship that’s like it’s, like that’s the end of it. And i think i think that speaks really loudly to how how a lot of operatives don’t work, which is like hell bent over backwards to do whatever they can, even if their employees are unhappy. One of the projects not going so well are to make sure that you get the money, which is not the right way to go, because, you know, the part of just will. And as soon as that the program ends right, and we want to make the partners go on for as long as possible. And for that to happen, of forcing that it’s happening, their status meant honest conversation on the table. About what exactly? We’re looking for that big old setting that are realistic goals are in place, and we both understand that we can actually reach them and have our assets in place on the table, not saying that l krauz giving us money. And we’ll just take the money and do what we want with it, but really engaging, i’ll call in to the conversation about well, what can you what else can you bring to the table? And lastly, communicating with them continuously throughout the campaign about the progress off the campaign? So they were a couple challenges in the middle of the campaign where way we’re hitting the numbers because we weren’t getting the report back from the young people. So we told way said that to you. Trish ensues and her colleague about what was going on, and they were very honest about their, like, well, let’s think about other ways to engage our audience even more, and we pivot or just a little bit, but put together when you strategies and ended up getting one point, three million cans collected by about eleven weeks. No, that was that was the whole campaign was all gonna be okay. All right? So i see the nature of a true partnership sharing the fact that things are not. We’re not meeting targets and let’s collaborate about how we can we can make that make that change. And the other thing that was helpful from my point of view is i was looking for innovative recycling projects on dh. They came in and they had their template. This is who we are. This is how we run campaigns. We send out this many tax messages, this many emails, we set up the website, and then, you know, we just kind of to some degree plug and play the recycling messages into what we already dio. And we can show you the success that these campaigns have had on other subject areas. And so it was not like reinventing the wheel, although it felt so specific to us. And they really did hear what we were saying, where our main goals of the campaign and we far exceeded. I think we exceeded our cola foundation’s goals. And i think we even exceed to do something it’s goals. So it was the success for sure, it’s part of your seminar topic is avoiding some of the possible negative consequences. I know when here you mentioned communication being critical, what other ways might we avoid problems in these in these cause marketing relationship, i think transparency in every single wife. So transparency in any of the challenges that we’re facing a transparency and asking for help when we need it. So when we you know when when alcohol wanted to engage the employees, they they said, we need to engage employees, and we need to make sure that this campaign is open to the kids over employees. And he said, ok, that’s great. So here’s the messaging that you can send out the employees that’s going that they can pass on to their kids to get them involved in the campaign. S o i was a transparency is one of the biggest ones, because a lot of the initial reaction for anybody that’s in trouble is to hide the fact that something is wrong, right on dh we are always always honest because i mean, honesty breeds more honesty and honesty. Bill’s good relationships so that’s why i think that’s one of the reasons why most of our responses keep coming back to work with us, it’s because we never tell them something that they don’t have something that they just want to hear, we tell them, what’s the truth and i would say also with some cause marketing campaigns, you could have something occurred that might look like green washing or might look like, oh, we’re just marketing something. And what was successful about this campaign was we had a lot of stats and a lot of data from alcoa about the importance of recycling, and we know a lot of people have heard of you should recycle you should recycle, but i think that we frame the message in a really compelling way and do something worked with us, how i mean holding our hands, saying, ok, that message is appealing, but to appeal to this age group, you could just tweak it like this, and then people would really like it. So they helped us with our language and things of that nature. And i think for successful cause marketing campaigns, you want to make sure that the cause is clear and that the impact of what you’re trying to get people to do is clear. Okay? Meunier mounir, we you mentioned goal setting. You do that? I’m sure is a collaboration, both both there’s to be a two way street, right? Both sides need to benefit. What was the what was the main benefit for? Do something or some of the benefits. Do something it’s literally lives on data. We have two chief data people on staff, so all they do is crunch Numbers to figure out 1 what? What causes people care about and and what what campaigns we should be planning a number two was a measuring the impact radcampaign so, like he said, cause marketing campaigns usually are really hard to measure, and they’re usually measured in just media precious, right? We got a million media pressure, but that’s about it. But what about the number of people that you reach that actually took action over you of this campaign? So we have a very sophisticated tracking mechanism with our members, so every time somebody signs up on our website or signs of being mobile, we can we can track that every time somebody reports back, we contract because we have their cell phone numbers, we can track the locations where they add their age group, the high school, that they go to their demographics. All that data is that we have so we can at the end of the campaign, we can figure out exactly who participated in the campaign, which is incredibly, incredibly useful for any corporate. Partner on that. And we also know that, like, numbers tend to nam in stories into stick, so don’t number is going to be huge. We always find one or two stories that are really, really meaningful impact to share, too sort of to to, to me to make the numbers more colorful. Underlying one year’s discussion was spinning of the wheel in the jason booth. So, for listeners are, or even watching video, you’re not seeing this wheel’s been, but there’s, a company that we’ll let you spend it, we don’t take a chance at winning mug t shirt kapin or ah, and i paid many drawing entry, so that’s, what that’s, what you’re hearing let’s, see. Tricia let’s, let’s, leave. We just have a like a minute and a half for shoulder let’s. Leave small and midsize non-profits with the first step. Really tio engaging in this kind of relationship with company? What should they should be thinking about first, um, i would go back to what muneer said it. No, i know what it is that you do that is unique on look at who your audience is and who your constituents are that you have access to and then really clarify that. Say, these are the people who are following us on twitter. And we have this many facebook people and we have this many people that we can reach. You read our newsletters, etcetera. So if you work with us on this cause marketing campaign, this is how many people you would reach. And then also be sure that there’s something what’s great about this is that do something. People cycled fifty cans. Then they went online and they said i recycled fifty cans. They got put in a lottery to win a five thousand dollar scholarship so that data that he was just talking about, we can actually say fifty one thousand use recycled one point three million cans, and that is something that you, the corporation’s really do want. They really do want those metrics. Okay, excellent. Thank you both very much. Thank you, tony. My pleasure attrition. Naper is principal manager for the alcoa foundation and mounir panjwani is business development manager for do something dot org’s. Thanks again, tony martignetti coverage of fund-raising day two thousand thirteen. Thank you very much for being with us, thanks to everyone at fund-raising day, the organizer’s there for helping me set up and work the logistics of getting all the terrific interviews that i got that day back in in june, we’ll go away for a couple seconds. When we come back tony’s take to there’s no shortcut to plant e-giving and then scott koegler on your internal social networks. I hope you’re blogging. Stay here. They couldn’t do anything to getting dink dink dink dink. You’re listening to the talking alternative network get in. Nothing. Good. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way look forward to serving you. Hi, i’m ostomel role and i’m sloan wainwright, where the host of the new thursday morning show the music power hour eleven a m we’re gonna have fun shine the light on all aspects of music and its limitless healing possibilities. We’re going invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and their voices. Join austin and sloan live thursdays at eleven a m on talking alternative dot com you’re listening to the talking alternative network. I’m leslie goldman with the us fund for unicef, and i’m casey rodder with us fund for unison. You’re listening to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I can’t send live listener love this week because we’re pre recorded, but i do love all the live listeners and, well, we know the standard the regulars who check in all the time north carolina, california, texas, new york, new york has been checking in. And, of course, all our asian listeners probably very good chance south korea, japan and china live listener loved to each of you and podcast pleasantries always gotta remember the thousands of you who are out there listening to the podcast. Thank you so much time for tony’s take two my block this week is there is no shortcut to plant e-giving i have been seeing recently on twitter and some email marketing and promotion messages that i get people suggesting that there’s quick ways to get planned gif ts these are, of course, gif ts from people’s state and retirement plans it’s the work that i do in consulting that’s that’s, my fund-raising niche is planned e-giving um, there are plenty of quick ways to promote planned gif ts, but there aren’t quick ways too close planned gif ts i list on the blogged a bunch of about a dozen ways to promote plant giving very quickly, like just a nisi short sidebar in a newsletter or in an e mail blast, adding a checkoff to your year and reply cards, adding a check off to the back flap the of all your envelopes um, and they said, list about a dozen in this in the in the block, those air quicken and cheap ways of promoting planned giving but closing the gif ts that takes time because these air gif ts that require lots of personal thought and personal factors going into the decision. Think about your estate planning your retirement plan. The the most basic example is a gift in someone’s will what would it take for you to include a charity alongside your husband, wife, children, grandchildren? That takes a lot of thought? You don’t just do that because you got an e mail blast so there’s no quick route to closing these gif ts and that’s what i’ve been objecting to that i’ve been seeing on the on the social networks and in my email lately, the block post is called there is no shortcut to plant e-giving my block is that tony martignetti dot com, and that is tony’s take two for friday, thirteenth of september thirty seventh show of the year. Scott koegler returns he’s the editor of non-profit technology news, which is that n p tech news dot com on twitter he’s at scott koegler. Scott koegler welcome back! Hey, tony, thanks a lot, it’s a pleasure to have you it’s a pleasure to be had. Thank you. I just gave you a shout out for twitter, but something very disturbing has come to my attention since you were on last you are not following me on twitter, is that right? Believe possible? You believe that? I don’t know i’d like to ask you that question you’ve been on for. Ah, just about probably this has been like three years on the show. I tried to send you a direct message and, uh, i couldn’t do it. You are not following me on twitter, let me see here alright, you’re you khun you khun rectifying martignetti there. There you are and yeah, look at that. No following, thank you very much. I think i was going to say you could take care of it after the show. But thank you for resolving that. Okay, that’s the end of the official admonishing, wait, we’re talking about the internal sense social networks, which can complement the external ones like facebook and twitter, right? Absolutely. And, you know, there’s been so much talk about, obviously about social networks, facebook, twitter, google plus, you know, ad, ad nauseum and, you know, those were great, but and they they are useful, and in connecting with people that you may not know, that your friends may know, or that your associates may know so it’s a good way to reach out, sure, right? Um, the good part about that is that is that it can expand your fear, events, your sphere of influence. But the bad part of it is that that bleeds over into possible competitors. Er, um, you know, competitors, organizations that may also be friends with other people that you are friends with, that your friends are friends with, you know, how that goes, right? So it works both for and against you, no. So that said it’s, something that he really can’t ignore and you should certainly be posting to and participating in all right, but the whole point of internal social networks is that it’s i don’t want to call it a captive audience, but it’s more of ah, well, it’s, internal, it’s, it’s something that is within it’s, usually attached to your website and it’s kind of internal club that people that are interested in what you’re doing are participating with okay, short definition. Okay, we’ll talk more about this internal club. What are the advantages of setting this up internally to complement the external well, the advantages that you can you have control over over the messages that are being sent now that you don’t have control over the messages in your in your facebook princeton’s, but if you post something on your own website, the internal social network, then you know that at least the people that are that are participating in that are going to get your message. Additionally, that message can be then reposted, and a lot of the systems that are available for internal social networks will automatically take your posts from the internal network and re post them to twitter, facebook, google, plus and whatever else. So you’ve got this kind of ripple effect going out, okay, um, isn’t there? Ah, ah, also a reason to do this because you can capture data about the people. Sure, sure, you know, facebook profiles are great because you know, they’re they’re available, but they’re very generic, right? You look at my facebook profile, it just kind of says who i am and what i like. I wouldn’t know what it is. We’re not. We’re not friends on facebook. Yeah, you know, when i when i saw that, they’re not when i saw that you don’t follow me on twitter, i unfriended you on facebook. Not that i think we’ll be following you on twitter. All right, not that i’m vindictive, but i i’m vindictive. Okay, i got it. I don’t want you to think i’m vindictive, okay, but so is a okay, go ahead. I know you know, i know them. All right, so facebook is yeah, there’s so much you can learn about someone on facebook, okay, right, but if if you have a social network internally to your system and to your organization than the profiles on people generate, there are much more specific they will talk about, you know, how they’re involved within your organization, and so it kind of brings things closer to what what your organization is about. People will say, well, i went to this particular event, or i helped with this project or i i’m participating in such and such and so it’s much more, more focused, you get people a better view of what’s going on within your organization on also branding, right? You have total control over the way this sight is going to look, absolutely, and you can take some of your, uh, good way to get to get participation is there is to take some of you block post opposed internally on your site and offer those up as questions or or request for commentary through your internal social network. Those then post out to your facebook your twitter, whatever else, right? And as people see that, whether there, um whether they’re currently on your internal network or not, when they click on those the comment that click should and they don’t always but, uh, if you look at the facilities that are available, who should bring you directly back into your internal social network for comment? So it’s kind of ah, you know, it’s reaching out and pulling in is what it’s doing? Ok, now you said block posts would go to your your internal network. I thought we were talking about blogging. We’re talking about something different than your organization’s blawg when we talk about this journal club, correct? We’re talking about a a way for people to communicate to each other, not a blob. Blob, you know, is an external in an article that was posted that then goes out, um, there’s a there’s. A really good example of an internal social network that’s done by sales force. Self a link for you, sales force foundation dot or ge? Okay, uh, you know, i’m not really promoting sales force, although i think it’s a it’s a great tool. Uh, that sales force is a, uh he’s a manager of contacts. Right. So c r m a contact. Management, not sierra constituent relationship management system. Thanks, but i don’t have time for you to get all your people, your list of people in there, and then they can interact with each other. It also allows you to manage how you talk to folks and what kind of messages you get out. So, yes, it’s different from a block. Okay, so so the concept is you write a blogger and you say, hey, i wrote this block and you posted into europe for instance, sales force or non-profits serum, and that then gets posted out to the people that are currently members of of it. So it goes directly to them. It also gets posted out to your twitter followers and to your facebook followers into google plus followers. So it’s a way of just before kind of reaching out and bringing in. Okay, okay, um and i want to be fair toe sales force that not that they support this show in any way or have any relationship with me. But they do have, eh? A program where non-profits can use up too. I think. It’s up to ten licenses sales force for absolutely free. We’ve had guests on a couple of guests have have mentioned that in the past maria simple is one of them, so we won’t be fair to sales force. They do have a non-profit program on dh, so it does work for non-profits as well. So we have just about a minute or so before we take our first break. What what does it take to get started in creating this? This this club internally? Well, let’s, just take sales for since we’ve been talking about that, since we also know it’s free and it’s probably one of the most widely used managers of of for any kind of internal networking. Uh, just goto salesforce foundation, not order signed up for there will be instructions there on how to integrate that into your website, and it should be connected through your website that’s kind of the whole purpose is so that it brings people back to your website on then start to use it, you know, announce your post your blood articles written on through that, uh, do that system and let it do its job. Okay, if you also want to ask people to join and all that kind of thing, yeah, we’re gonna talk more about bringing in. Some early adopters and things like that. So we’re going to go away for a couple seconds. We come back, scott, and i’ll keep talking about your internal social network. Keep listening that. You’re listening to the talking alternative network. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Oppcoll have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Talking alternative radio twenty four hours a day. Bonem oppcoll welcome back, big non-profit ideas for the other ninety five percent or it’s got, um, once we have this, we’ve built this buy-in how do we start to get people to come to it? Well, the old fashioned way and ask them and you can ask them in the same manner that you would, uh, post a blonde post onto your internal social network simply hey, we’ve got this new thing and we invite you to join our club it’s probably say it better than i just said it, but, uh, you post that out, it would go out to your two or three people that you’ve got internally and they’ve got to your to your facebook, twitter, google, plus but there’s one other trick that probably is a better way to handle it and at least a good way to get it started and that is to go to your people that are currently participating with your organisation in other ways and simply ask them to be pilots for for this, for this new venture that you’re putting together, just ask them to join asked them to comment and ask them to invite their friends, you know peer-to-peer usually more effective than just kind of a blind invitation. These are the people who are the most active in your existing networks, right? Exactly. Okay, um, and as your as you’re promoting this and inviting people to come, you need to be sharing what? What the value is, why they should spend time with you, right? And hopefully that’s part of what goes on in your blondes because that’s really the topic anyhow, what are we doing? Why is it important to the world? Why’s it important to you? And maybe it will take one or two sentences as a preface to that block post to say, you know, here’s, something new we put up, we really think this is important. Please come here and read it. And while you’re here, please join our into our internal network of conversations as we are ongoing promoting this durney we need to be listening back to the community right for feedback, right? And and that’s really no different again from what you would do with twitter, facebook, right? Well, plus you certainly want to interact and that’s the whole point. And if you’re trying to concentrate your efforts to your internal social network and provide, uh, even better interaction there. You should be paying at least a little bit more attention to the internal than you would be to your external. Of course, you know, it all kind of balances out. You don’t want to ignore anyone, but you always want to say, you know, please come, join us here rather than out there. Yeah, you have, ah, article, that is a couple of years old, but it talks about this very, very, uh, thoroughly and there’s. Also, ah, suggestion of another place. Besides what you had suggested, sales force that will help is a platform for setting these up. The right but i can’t seem to remember which wanted what which one they’re talking about, but you obviously dio advanced solutions international? Uh, right, right. Of course, it’s a d v s o l dot com. So i like to give, like, to give listeners a couple of choices. What else? What else you wanna tell us about these thes internal networks that i haven’t asked you about? I think the message is that they’re adjunct to the one two what you’re already doing. And and in some ways that probably putting one of these together probably make your social media life a little bit easier because it is, and it should be the starting place for all social media conversations you can post there and have it automatically post out to your other social networks, which means you’re not going to everyone of your social networks and posting, uh, crusher probably is in some kind of some kind of tool to automatically post anyhow, but this this is one place to concentrate on again will bring things back together into your eye. Your designated location? No, i guess that’s really the most of it. But overall it’s going? To help you to concentrate your constituency on the things that you think are more important and toe let that conversation build internally rather than just kind of out in the wild. Okay, and then you also have the advantage of finding out more about your people as we talked about, right? As they develop their profiles, you get learn more about them and you can then contact sales force again is a great tool to do exactly that because i mean that’s the whole point of sales forces knowing who you’re dealing with, knowing what their last interaction was, knowing what they’re interested in and then being able to communicate directly with him. Okay, we got just enough time for you to give your quick wine recommendation. What? What is it? All right. I have wanton it’s, a california wine it’s, an alexander valley cabernet sauvignon it’s a two thousand ten and it’s been one of the one of my most consistent, highly rated it’s under under twenty dollars. Generally seventeen dollars, or so. And you can get it a lot of places. Total line wine warehouse. Those kind of places. Ok, say it one more time. What is? It alexander valley cabernet sauvignon the one i like is the two thousand ten okay, scott koegler are non-profit technology contributor, editor of non-profit technology news, which is that n p tech news dot com he’s at scott koegler on twitter my newest follower and the article that we talked about this at at and p tech news dot com is called non-profit social media smarts, internal or external social networking tools. Scott koegler thank you very much. Thanks, tony. Take care. My pleasure. Thank you. Next week. Maria semple is back. She’s our prospect research contributor. She reminds us that newspapers and magazines are valuable prospect research tools. They sound like they’re very nineteen, ninety nine, but they can be valuable and she’ll explain why if you like this show, then you’ll love my podcast for the chronicle of philanthropy. It’s called fund-raising fundamentals it’s monthly and it’s ten minutes it’s on the chronicle of philanthropy website and it’s on itunes. Our creative producer is clear miree off. Sam liebowitz is our line producer shows social media is by deborah askanase of community organizer two point oh, and their remote producer of tony martignetti non-profit radio is john federico. Of the new rules that music i hear in the background are music is by scott stein. I hope you’ll be with me. Next friday, i’ll be back live in the studio. On the twentieth of september, we’ll be at talking alternative broadcasting at talking alternative dot com, one to two p, m eastern. Oppcoll didn’t didn’t. Didn’t dick tooting. Good ending? You’re listening to the talking alternate network, waiting to get you thinking. Are you a female entrepreneur? Ready to break through? Join us at sexy body sassy sol, where women are empowered to ask one received what they truly want in love, life and business. Tune in thursday, said noon eastern time to learn tips and juicy secrets from inspiring women and men who, there to define their success, get inspired, stay motivated and defying your version of giant success with sexy body sake. Soul every thursday and me in new york times on talking alternative, that calm. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. This is tony martignetti aptly named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio fridays one to two eastern on talking alternative broadcasting are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication. And the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership? Customer service sales or maybe better writing are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes or get your human resource is in touch with us. The website is improving communications, dot com that’s improving communications, dot com improve your professional environment. Be more effective, be happier. And make more money. Improving communications. That’s. The answer. Talking. Hyre

There Is No Shortcut To Getting Planned Gifts

Photo courtesy of Jeremy Lim, Creative Commons license
Photo courtesy of Jeremy Lim, Creative Commons license

 

Planned Giving is soliciting gifts from estate and retirement plans, and there’s no way to close them quickly. I’ve seen suggestions to the contrary lately and I sternly disagree.

There are plenty of quick (and cheap!) ways to promote Planned Giving. Here are a dozen:

  • Put a sidebar in your next newsletter to promote giving by will
  • Drop a buck slip in your next mailing about giving by will—or IRAs for those over 70 1/2
  • As you promote IRA giving, use the December 31 deadline to create urgency
  • Send an email blast to your board about the IRA deadline
  • Drop in a buck slip that tells the short story of someone who gave by will or IRA
  • Planning your annual report? Put in a sidebar to encourage planned gifts
  • Keep these sidebars short! No more than 125 words
  • At your next event, put in two (literally) sentences about giving by IRA by 12/31
  • The second sentence is, “Give us a call if you’d like to know more.” As the calls come in, refer to my IRA article linked above.
  • Planning your year-end mailings? Squeeze this check-off onto the reply card: “I’d like to know more about including you in my will.”
  • Make space for this check-off too: “I’ve included you in my will or other estate plan.” Remember to thank your new donor!
  • For the flap on all your reply envelopes, a new check box: “Send me info about including you in my will.”

My fast promotion ideas will not get you gifts fast.

Nothing will.

Planned gifts are part of your prospects’ large plans for the future. You don’t get into those plans from an email blast. You might get into them from six email blasts, spaced appropriately.

Want more ideas for Planned Giving promotion?

Get Going On Planned Giving from GuideStar
6 article, year-long Planned Giving series from GuideStar (just as relevant now as it was in 2010)
7 Tips For Small Shop Planned Giving from Claire Meyerhoff
8 Tips To Get Your Planned Giving Going from Karen Signoracci Suero

Planned gifts take a lot of time to close because lots of personal factors are in play. What would it take for you to put a charity in your will—alongside your spouse, children and grandchildren?

Don’t confuse—or let others confuse you about—quick promotion and quick gifts. The former is eminently doable in Planned Giving.

Quick gifts? Ignore the hype. They’re impossible in Planned Giving.

An image of the promotional postcard for Nonprofit Radio showing Tony Martignetti in the studio.

Nonprofit Radio for September 6, 2013: The Overhead Myth Letter Signers & Good Overhead, Bad Overhead

Big Nonprofit Ideas for the Other 95%

Listen live or archive:

My Guests:

Art Taylor, Jacob Harold, and Ken Berger: The Overhead Myth Letter Signers

Art Taylor
Art Taylor
Jacob Harold
Jacob Harold
Ken Berger
Ken Berger

 

 

 

 

 

 

Written “To the Donors of America,”  The Overhead Myth letter created a lot of buzz in the nonprofit community this summer. My guests are the three co-signers, the CEOs of Better Business Bureau Wise Giving Alliance, GuideStar, and Charity Navigator. Art Taylor, Jacob Harold and Ken Berger will explain what led up to the letter, why it was necessary and why they feel “many charities should spend more on overhead.”
Gene Takagi: Good Overhead, Bad Overhead

picture of Gene TakagiGene Takagi, our legal contributor, helps you understand what may be sensible and appropriate non-program expenses for your nonprofit, and what you should avoid. How do you protect your board, officers and employees, but not go overboard on overhead? Gene is principal of the Nonprofit & Exempt Organizations law group (NEO).

 


Top Trends. Sound Advice. Lively Conversation.

You’re on the air and on target as I delve into the big issues facing your nonprofit—and your career.

If you have big dreams but an average budget, tune in to Tony Martignetti Nonprofit Radio.

I interview the best in the business on every topic from board relations, fundraising, social media and compliance, to technology, accounting, volunteer management, finance, marketing and beyond. Always with you in mind.

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What is that music? This is tony martignetti non-profit radio big non-profit ideas for the other ninety five percent and i am your aptly named host. Yes, we have new music, new music this week that was cheap red wine and it’s going to be our music going forward. It’s by scott stein and if you’d liketo meet scott, you can go to the facebook page. We have a little q and a with scott stein. I’m very glad that you’re part of the show. Welcome scott. New music and a new year luciana tova for those who are celebrating fifty seven, seventy four oh, i hope that you were with me last week. I would suffer idiopathic ridiculous apathy if it came to my attention that you have ms trim tab marketing. James eaton is president and creative director of the tronvig group. He explained how something small and seemingly insignificant, like the trim tab that’s it helps to steer a ship can make a big difference in your marketing and more social. Now what amy sample ward, our social media contributor and ceo of non-profit technology network and ten, had thoughts about how to manage the internal changes. When you make social media a part of your office culture this week, the overhead myth letter signers written to the donors of america, the three co signers of the letter are the ceos of the better business bureau wise giving alliance guide star and charity navigator our tailor jacob harold and ken berger, who explain what what led up to the letter, why it was necessary and why they feel many charities should spend mohr on overhead. Plus your questions and good overhead, bad overhead. Jean takagi are legal contributor helps you understand what may be sensible and appropriate non-profit graham expenses and what you should avoid. How do you protect your board officers and employees, but not go overboard on overhead gina’s principle of the non-profit and exempt organizations law group neo-sage san francisco i’m very pleased to welcome the three ceos who are the co signers of the overhead myth letter. Art taylor is president and ceo of the better business bureau wise giving alliance they’re at give dot or ge and he’s with us from arlington, virginia. Jacob taylor is president and ceo of guidestar there at guidestar dot or ge jacob’s calling from washington, d c and ken berger is with me in the studio. He’s, president and ceo of charity navigator at charitynavigator dot orb, gentlemen, welcome hi, good afternoon, glad to be here. It’s. A pleasure. Glad to have all three of you. I do want to ask you in the beginning, tio, try to be concise with your answers, because way, have lots of info to cover and just about twenty five minutes together. So tree, please try to keep that in mind. Really my first question. Art galleries for you. How did you get to be the first signer on the letter? How did you guys decide the sequence of the signatures? That’s, what struck me? Well, actually, i’m not sure about how that came about. I think we probably just threw a golf tee around. And whoever got the point got the name of their first. Okay, i don’t think there’s any significant. So about the order of the names. I think we used different orders for different events that we appear at and different communications that we send out. So, there’s. Nothing to be read into my name being first on. Okay. That’s. Very cordial of you to say. The only pattern i could see was alphabetical by first name art jacob and then ken that’s all that’s all i was able to discern, um, let’s, let’s, stick with you there. All right, you guys are the three. You represent the three leading sources of information about charities. Um, let’s start with you first and then jacob, and then can tell us what’s special about your organization, the wise giving alliance how’s it has it has a little different than the others. Please aren’t well, we’re one of the organizations that will actually make a judgment about how we feel about charity’s accountability and where, as i said, we’re primarily focused on whether a charity is accountable to the public, and we have a set of twenty standards that we use to measure the extent to which we believe charities are accountable. The’s standards were developed with the assistance of the non profit sector. It took us a little more than two years to devise the standards back in two thousand one when we last revised. Hm. And so we really feel that they represent the interests of donors, as well as the aspirations and hopes of charities that want to be accountable to their donors. All right. Thank you, jacob. How about how about guide star? Sure. You know, the big contrast i would make with my two colleagues organizations here gets right to something that art said, which is that guide star itself is not an analyst or raider or provider of judgment. What we are is a platform for data from all across the sector. So we have data on every single non-profit in the country for many, many sources, and we want to share others analysis, because we do think that the sort of analysis done by better business bureau wise giving alliance charity navigator can be very informative and important for the field. And we see it as our role to bring together the many different voices and and present them in a systematic way. And jacob, how many hits are you getting on the web site each month? Let’s, let’s. Just establish how relevant thes sites are for donorsearch schnoll sure. So last month we had about one point. Two million unique visitors. Excellent. Okay, unique visitors. Excellent art. I should have asked you how many? How many hits are you getting or if you can say unique visitors each month? Yeah, i don’t know if it’s unique visitors, but we get about one. We get about five and a half million report hits every year. So five and a half million times. Someone will come to our website to see a charity report can. How about charity navigator? What makes it different and and how? How popular. Well, you know, i just want to say first that i think, you know, between the three organizations were about fifteen million dollars in budget trying to oversee a one point five trillion dollars sector. So there’s, this much need for their, you know, all of us. And there’s a lot of us, i think similarities even more than the differences. But we also i do make a judgment, and we have a, you know, five level star rating system scale from zero to four stars. And we have about thirty metrics that we used to make those judgments. We also engage the sector in that. And also we have all one point six million non-profits on our website with information about them, even if they’re not currently rated. Let’s, let’s. Move to the letter itself. The overhead beth letter from believe june is when, when it was formally announced. Jacob the letter cites the misconception that overhead is a poor measure of a charity’s performance. How did that misconception arise? You know, when there’s a vacuum, something has to fill it, and i think there’s a desire on the part of donors as well as journalists, academics, researchers and non-profits themselves tio try to have a way to make judgments about the non-profits sector, which is very diverse and where there certainly are variances been in quality. Uh, and i think people saw the overhead ratio of something that had some meaning i’m sure my colleagues will talk about how it is not meaningless. It’s just what i would call a filter that helps us still filter out a few bad cases, but not a proxy for for equality and, you know, it fiddled it filled that vacuum, and my hope is that over the next few years, as we systematically gather a number of other types of information across the field, that we can offer an alternative that is much more meaningful and useful and helpful for the field on broader that that alternative being much broader than looking right just that overhead, anybody else want to add? To what you feel led up to this serious misconception about our ways, you know, we at the wise giving alliance, we’ve always i believed that you should look at a broad spectrum of things when you’re assessing a charity’s accountability, and while we have financial ratio metrics, address fund-raising and administrative costs, those are just two of twenty different areas that we look into. And, boy, we must ask charities almost three hundred questions before we can actually no of all twenty of those standards, okay? We’re actually met, so we’ve always group believe that there should be a broader look at what a charity does in order to really know if they’re accountable. And so when this opportunity came up for us to come together and share with the public that belief, we were all for it. So that’s sort of how we come into the table can how about you? How’d we get to this misconception? Well, i think it’s been over a lot of years, and i think that there’s been an ongoing debate over the question of what accountability measures should be those that we use the urban institute has done studies, of course, dan piela has gotten a lot of traction, and i think, you know, the views are wide ranging from we should have absolutely no accountability for overhead. There should be it’s meaningless. And i think all three of us were concerned that we be not throw out the baby with the bathwater that there’s a sort of a balanced place. We need to get to. We’re going take a pause for a couple seconds and course will continue with the three ceos of three co signers of the overhead myth letter and live listener love. When we come back, stay in there, talking alternative radio twenty four hours a day. Do you need a business plan that can guide your company’s growth? Seven and seven will help bring the changes you need. Wear small business consultants and we pay attention to the details. You may miss our coaching and consultant services a guaranteed to lead toe. Right, groat. For your business, call us at nine. One seven eight three, three, four, eight, six zero foreign, no obligation free consultation. Check out our website of ww dot covenant seven dot com are you fed up with talking points? Rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over in tow. No more it’s time. Join me. Larry shot a neo-sage tuesday nights nine to eleven easter for the ivory tower radio in the ivory tower will discuss what’s important to you society, politics, business and family. It’s provocative talk for the realist and the skeptic who want to go what’s really going on? What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me. Very sharp. Your neo-sage tuesday nights nine to eleven new york time go to ivory tower radio dot com for details. That’s. Ivory tower, radio dot com e every time i was a great place to visit for both entertainment and education. Listening. Tuesday nights nine to eleven. It will make you smarter. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com dahna duitz i love our new music, scott stein, live, listener lover get live listeners all over the country, in fact, and, of course, all over the world. Asia checking in, but we’re going to start domestic san francisco, atlanta, bloomington, indiana what if that’s the centre at indiana university. Leesburg, virginia. North kingstown, rhode island, south portland, maine. Walnut creek, california in san diego, california lots of californians live listener love there’s lots more coming, lots more live listeners glad you’re very glad that you’re with us and i never want to forget podcast pleasantries for the nine thousand or so that listen in the podcast love you too. Um, let’s see ken berger, you’re sitting here in front of me. It’s true i am. You are the only shill willing to come to the studio. How do you feel about this? That the rating organizations bear some responsibility for the evolution of this this overhead misconception? Well, i think you know, when i when i learned about the origins of charity navigator, part of the challenge for us was that the only standardized information that was available to us way back when was thiss financial information on the nine. Ninety. That’s, really all that there was that we could look at it. We always tried to communicate to our users that finance and overhead is just part of what you should look at. That’s always been part of our message, and i think part of our problem part of our responsibility is, we never really got that message out loud and clear enough. And that was where charity navigator one point o had to start. Yeah, it was all that was available. Yes, yes, but, you know, and so we’ve been trying to do bang the drum louder and louder over time, to let people know there are other things that are critical that have to be considered in the most important of all, being the results of the work. Okay, you other guys, anybody wantto weigh in on your organization’s responsibility leading up to this? No, i take it, you know. I’ll just say that i think, you know, we what we didn’t do ratings, we certainly presented the ratio on our site, and, um, i don’t apologize for that, but i think there was always room, as can said for further context provided to users and two donors about how that could be a meaningful peace, but not a full, full story. And then i would also argue that the blame where the credit or the responsibility, however we want to characterize it, goes far beyond any organization that did a rating but all the way to non-profits them cells, which, you know, reinforce this myth by literally, quite literally, billions of times a year, you know, prominently displaying their own ratios on their sites and at times they do that with complimentary data about programmatic results, which i think is very powerful. But when they do that alone, when they they on ly share that information, they really reinforce the myth in a problematic way, and so i would encourage all non-profits to ensure that if they are sharing, they’re they’re financial ratios, that they only do that in the context of their programmatic work and the results they’re achieving their communities, and they might have been doing that in response to donors who were, you know, picking up on it and picking up on the misconception i mean, there’s been a lot of talk about it and that that may have been, albeit sort of, you know, inappropriately waited response, but it may have been a response to the public, so the demand for those for those numbers, i think that’s absolutely right and it’s essentially create a vicious cycle where i think no one wanted it tio kind of spin out of control, and it hasn’t. So now where we’re pulling it back, trying to put things inappropriate contact trying teo affirm this multidemensional approach that we’ve all been talking about write your letter is is addressed to the donors of america, not to the charities of america. Dahna um yeah, go ahead, there’s some something more okay, there’s something i would like to say. You know, i think one of the things that really strikes us is that when a message goes out there, as some people are promoting that what? You should look at his results and results alone and forget about all this overhead. In this other financial business and what not in these other ratios? I think that it’s really ridiculous, and i think it’s really unfair to donors, i think that in a sense donors have made a very rational choice in looking at proxies to some degree, because the reality, as we know from years of research, is that is that the vast majority of non-profits do not publicly report on their results, and in fact, if you take it a step further, the vast majority of charities don’t have any data on their results to report upon. And so it’s not fair. I think two entire, you know to say, well, donors, you know, you should be looking at this when in fact there’s nowhere for most of them to go for most cause areas. For most types of charities, you don’t have robust information. So in addition to the advice that jacob gave about the overhead being paired with the results, i think there’s a fundamental message that charity’s more and more have got to step up to the plate and really take on this matter off results if you want people to look at things other than overhead. You have a really obligation to give them the most meaningful. The most important information which we agree all is about your results. Yeah, the conventional wisdom for for a lot of years has been that our results are unmeasurable were too complex for the work that we do is too abstruse, teo quantify results and that’s still happening. And in fact, we spicy and increasing drumbeat. There are more and more of these kind of particles we see coming out saying, well, we’re too complex. It’s two unique were too it’s, too expensive, there’s any number of a litany of excuses, quite frankly, and we’re not saying that you have to be perfect and it has to be robust. We just want to see charities begin to get on this road and do the best you can just started. Don’t say that. It’s. Impossible. We know that it’s, not there’s. Plenty of resource is out there to help our tailor. The point i would. Oh, please go ahead. There. There are the reasons people give to charities are very complex. And quite a bit of it goes to the extent to which people trust the organization the extent to which they trust people are trying to achieve the organization’s mission and trust can be measured. You are sensed by people, sometimes more so than it can be measured. You know, when we feel that the people in an organization are giving it an honest effort, that they’re working hard to achieve the goals of the organization. We tend to trust that organization, mohr and their different ways of looking at that it’s not always extent to which, you know, we see these results printed so, you know, that has to be factored in, and sometimes trust goes to the extent to which people feel comfortable with how they’re spending their money. And while we don’t like that, it’s still part of the complex mix of what drives people to give to chairs art the letter goes so far as to say that many charities should spend mohr on overhead. What what was behind including that? Well, you know, you can certainly look at some organizations who like to tout the fact that they spend, you know, very small sums of money on overhead and and want to point out that that makes them somehow better than organizations that maybe spending mohr that’s. Dangerous, because if an organization really needs to spend more money on overhead and and that amount is reasonable, they should move in that direction, rather than in a direction that would keep them from being an effective organization by not spending that money. So, i think, that’s, the point that we’re trying to make here. If an organization needs to spend more money on overhead, and they’re still within reasonable boundaries for what would be comfortable for for them and for their board members, they should look in that direction. They should. They should do that, including overhead for long term growth. Minute. This constant struggle between the immediate need and and the the desire to have build scale and capacity for the longer term. That’s, that’s very, very challenging. Yes, that’s. You know, that’s, what boards and executives of non-profits are charged to do? We have to balance the challenges of explaining to a doubting public that he spent expenditures are worthwhile and that they will lead to results. Uh, that’s the role of the board and that’s the responsibility, i think, of the executive running that organization to make sure that the people understand the directions that they’re headed in art taylor is president, ceo of the better business bureau wise giving alliance jacob harold, president, ceo of guide star, and ken berger, president, ceo of charity navigator. And we’re talking about there overhead myth letter that the three of them signed i want to take a moment, send a little more live listener love, hillside, new jersey, yonkers, new york, new york, new york, baltimore, maryland and bloom dale, ohio live listener love out to all of you let’s, go to some some questions we did a lot of pulling for listener questions, and i want to thank all three of your organizations. Thank you and your staffs for retweeting my tweets, looking for questions and really, i wantto do one think all three of you and your and the staff, they were working with me. Really very, very, very helpful. Thank you for that. Um ah, question came from amanda. Pee on da on twitter, she’s at living united who decides and how do you decide what is program and what he’s overhead? These areas can be pretty overlapped and sort of pretty vague boundaries. Who want to take that? That question from amanda p about program versus overhead. How do we decide? I think part of that can be in discussion with your your auditors to help ferret out. Make sure that you’re using the best practices in the policies that air in place to make that determination. We do know that, you know, i bought it. Work is as much an art as a science and there’s some ambiguity there. But there are some experts that have worked with a lot of organizations that you can, i think, rely upon, you know? And the other thing is to remember that were typically looking at larger organizations, those of us at least those of us that are doing these ratings. So those kind of organizations that need to do a gnawed it and to have that kind of expertise they can work with that professional to help make certain that they’re allocating those costs appropriately, that our overhead and that are not overhead and let’s also remember that when we’re talking about overhead, there are two subsets of that in particular, one is fund-raising and the other is administrative, and there was some important differences between those things, and as we’ve been talking about the importance of overhead, a lot of what we’ve been talking about is especially in the area of the administrative, the infrastructure jacob can mentions the fund-raising overhead is there a another? This is another question i got from a couple of listeners about the cost of raising a dollar that phrase, the cost of a dollar raising the dollar, any any guidance around that? What can we what can we offer charities? Well, so you know, i would say this distinction is is an essential one, um, and that when we talk about investing in yourself and investing in training or strategy or internal systems, that really falls into this category of administrative overhead and that’s something that in general, i’m very sympathetic when an organization says we need to invest in ourselves on we need to be able to think in the long run and that ultimately the way that we’re going to maximize effectiveness is by being a strong and effective healthy organization with fund-raising you know, i think that when you look at the cases of fraud, which i believe are rare but it’s still important for us to address, they more often fraud and or gross mismanagement, um, they more often fall into the category of fund-raising fraud or front fund-raising mismanagement, i’m not going to offer any sort of a, uh, redline a particular number where it’s, fine, if you’re below and it’s bad, if you’re above because the non-profit sector is simply to divers for that, i will say that, you know, the vast majority of a dollar raised is going teo fund-raising costs, especially when those air outsourced to professional fundraisers, you know, that’s something that to me is not a red flag at least a pink flag is worth exploring, but i also recognize that, you know, philanthropic capital is the fuel of the non-profit sector, and it does cost money to raise money, and we have to defend non-profits ability to invest in their own fund-raising while recognizing that there are those cases where it goes too far, aren’t we have find it interesting? Yeah, that in our evaluations, about forty five percent of the organizations we evaluate failed to meet one arm or of our twenty standards, but only about twelve percent failed to meet because of some financial ratio issue, whether that be fund-raising or administrative. So, you know, we like to help donors appreciate that if you’re just focusing on these overhead numbers, you might be giving to organizations that you wouldn’t give, too, if you knew more about him. So there’s also the flipside of overhead, which is over relying on them, can can lead you to support organizations that you might not want to if you do so, we think that our financial ratios are probably at the right place, given that so few fails to meet those financial ratio stands. Okay, that puts it in perspective. Thank you. All right, let’s, stay with you. We have a question from the council of non-profits in washington d c on twitter. They are build np capacity. Should we still use overhead? Is it so charged a word? Now that we should be using something else instead, well, you know, the word overhead is a generalization, as we’ve just discussed, what we’re really talking about here is where their charity spending a reasonable amount on administration and program and fund-raising and those are the three categories that we use should we continue to use that those three descriptions? Absolutely, because organizations do need to know how much their spending on these particular categories for purposes of comparing their effectiveness in these particular areas, effectiveness isn’t simply program effectiveness, it’s also, you know, making sure your administration is effective and making sure your fund-raising operation is effective, and i don’t think you can do that without keeping score financially to go along with what you’re doing. From programmatic jacob question from jean takagi who’s, our legal contributor and on twitter he’s at g tak wonders, why did it take so long for the overhead myth letter? Um, you know, a fair question, and i’ll i’ll say that, you know, part of it is just the coordination and that you know, the power here it that our three organizations that have some differences have different approaches, sometimes differences of opinion. Came together because we did share a belief that we have the field could move beyond are our focus on on overhead, it just takes a while sometimes to coordinate that across organisations that even as we are friendly there there elements what we do that are in competition with a city with one at the same time, though guidestar, charity navigator and others did sign a similar agreement back in two thousand nine. So we did do this before. I think part of the differences that, you know, you have the damp a lotta phenomenon, and i also think that and jacob and guide star was very instrumental in this, trying to have a way that tangibly the non-profits could actually sign on and be involved and engaged in the process which pulled people in in a way that weren’t wasn’t in that original effort in two thousand nine. Yep. That’s right. Gentlemen, we have to leave it. Okay. Very, very quick. Back-up. Go ahead, jacob. Oh, just that. And the one thing that has that there’s now hope that their new alternatives emerging and that we can begin to fill the vacuum with something else i want to. Thank all three of you, alright, can burger just said, amen. Thank you, taylor president, ceo wise giving alliance. Jacob harold, president, ceo guidestar. Ken berger, president, ceo of charity navigator you confined art on twitter at wise giving. Jacob is at jacob, harold and ken is at ken’s commentary. Gentlemen, thank you very much for being guest. Thank you so much. Thank you, thank you. Been a real pleasure. We take a break, go away for a couple seconds when we come back, tony’s take, too. I want to express some gratitude, and then gene takagi on good overhead, bad overhead. More live listener, love. Stay with us. You’re listening to the talking alternative network, waiting to get in. Duitz nothing buy-in good. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. Hi, i’m ostomel role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour. Eleven a m. We’re gonna have fun. Shine the light on all aspects of music and its limitless healing possibilities. We’re gonna invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and our voices. Join austin and sloan live thursdays at eleven a. M on talking alternative dot com. You’re listening to the talking alternative network. Buy-in hi, i’m bill mcginley, president, ceo of the association for healthcare philanthropy. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Oppcoll got more live listener love, rocklin, california, brooklyn, new york, clinton, maryland, dallas, texas live listener loved to you let’s, go abroad. We’ve got seoul, korea, seoul so so loyal. Such always someone at least one of a couple of today from seoul. Thank you very much for listening on your haserot and chongqing, china usually have more from china, but only one today. Chung ching, china ni hao, time for tony’s. Take two and i want to use this time to just thank you very much for listening. I am grateful for your support of the show. I’m in your ear right now and i thank you for that. Radio is a very personal, maybe even intimate medium, i believe. And i thank you personally for listening and supporting the show. Thank you very much. And that is tony’s. Take two. Just my gratitude for friday, the sixth of august sixth of september. Who writes this copy? Who writes this copy to sixth of august, the thirty sixth show of the year. Jean takagi he’s, the principal of neo the non-profit and exempt organizations law group in san francisco he edits the popular non-profit law blogged dot com and as i said earlier, i’ll give him another shot out on twitter. He’s at g tak welcome back, jean tony, how are you? I’m terrific. What was what was your take on that conversation? You know, i thought it was really interesting. Tony, i really appreciate the fact that the three of the signers of the overhead myth better came onto this show and we’re willing to discuss discuss that issue. I think it’s a really important one to recognize. Excellent. And i was grateful as well it was. And that was the first time i ask can off mike that’s the first time that the three even have been together in a live for him like this. The only other time was answering a newspaper. Reporters questions and, you know, newspaper is a secondary medium to radio, of course. So very glad to be the first time that they were all three together. Live s o. You have some thoughts on good overhead, bad overhead. I got some questions, gene, that really worded differently, but fell into the category of this. How do we decide what is appropriate? Yeah, i think. That’s a great question. Tony and it’s. Difficult. To answer because it’s so specific tio the organizations in the circumstances that may be applicable to that organization so it’s hard to make generalities. Which is the whole reason why it’s hard tto rate charities based on their overhead. But i think we can, you know, lissome general principles of what might be good overhead and what might be problematic. Okay, you have some from categories, then that that we should start with the good, i believe, sure. So i think education is a really good category educating particularly your board of directors so they can understand their responsibilities and how they can best contribute to the organization. I think boards are largely an untapped resource for many charities and investing in educating and engaging them. Figuring out how to best engage report, i think, is really valuable then educating your executive director or ceo. I think that’s so important as well, often times ditigal dd is charged with implementing a plan, and that person may not have the experience or the educational background to do all the things that are required to implement that plan. Perhaps no translating their vision into organizational priorities are setting realistic budget providing. A useful employee feedback, you know, defining and delegating properly assessing organizational needs on dh communicating those two all the stakeholders of the organization, the eighties are charged with doing so much and so many different areas, and they may have tremendous skill and leadership, but they may lack certain certain skills or experience in certain areas, and i think boards have got to make sure that they put into their budget equipping that executive director with the information or consultants or other materials that she or he needs to get the job done. Thiss ah lot of what you’re talking about falls in the category, i think of professional development for the board, for the executive officer on that would also trickle down to the staff as well. Yeah, absolutely. And, you know, i call it education rather than professional development, because professional development sometimes seems like a benefit that you’re giving out to your to your employees. And i think these air just crucial investments, both in making sure that you’re properly equipping your organs, you know, perhaps you’re your most important organizational asset, which people, um and also in terms of just, you know, making sure that you’re going to retain the best people if you’re not educating them, retention is going to be a big challenge, all right? What’s another category of what you deem acceptable and an appropriate overhead expense stop purposes by saying i am a lawyer, chun hee’s. I’m bringing that perspective into this and and others will have other perspective to offer. All right, jeez, what’s coming boy, go ahead regularly at the morris with for me as a lawyer, making sure that you’ve got the right policies in place is really important. I think sound policies can improve on organization’s operations, can help prevent really costly mistakes and keep in organizationally a new organization legally compliant, which can be valuable in so many ways. So that would the expense aside from time to time to create policy and then have it approved by the board, might involve consultants in areas that the organization’s lacking expertise? Yeah, absolutely so anywhere from an auditor, regardless of whether you’re require an audit or not under under laws, maybe an audit or financial review, khun raise cem cem, sufficient information or materials for the board or the executive to consider an internal control policy. Financial management policies getting other consultants involved or lawyers to deal with conflict of interest, document retention, whistleblower issues figuring out what type of gifts are ok to take and which ones are not ok to take. Most organizations don’t have gift acceptance policies and that’s something that they should look into, and i think you’re going to raise maybe an issue of expense reimbursement later on and that’s another good policy to have to make sure that everybody’s on the same page well, okay, around that you and you and i have talked about a lot of these policies in the past, in detail, so around that expense reimbursement there was there’s, an interesting case, a to college, a college president who spent one hundred forty thousand dollars on a trip to china, and it is justifying it. Could i don’t remember the name of the college. I don’t do you? Yeah. It’s, westfield state university and their president was abin da bao. Okay, he’s he’s. So that expense, among other things, it’s. Not just that expense, but among other things. But that one caught my eye because it’s on its face, it would seem so outrageous. But there’s things. We don’t know, like how many people were there and, uh what? What the outcomes were i mean, that could be a justifiable expense, that kind of money for a trip it was to china. I’m pretty sure yeah, absolutely. So i don’t know enough about it to really comment on it any more than to say that, yes, on its face, it can look like it’s going to be difficult to justify expense, but that’s, as it was characterized by the media on dh i don’t know that we have all the information or if the media has sametz displayed, you know, the information that would raise sort of public outcry where otherwise it might be kind of boring to know what justifications there were for such an expenditure. Perhaps there were good reasons teo increase the amount of revenues that coming from from china, or support or toe otherwise in attract students from from there, if that was indeed one of the goals, i think there’s more that needs to be learned about this before criticizing it, and the board or the executive committee of that board had requested and risk steve thirty page audit, i believe, and i think they’re going to need to go through that pretty court carefully. It just raises the point that it’s really without all the facts, as you’re saying, it’s really impossible to know whether one hundred forty thousand dollars for a trip to china or fifteen percent spent on program in a year or are more vice versa in a year is appropriate. You just if you just can’t draw these lines the way one of the ceos i think it was jacob, harold said, you know, and we were talking about i was talking to those guys you just can’t know and be so precise with dollar amounts and percentages, yeah, in some ways are in many ways i would say that st tony, i guess there are the exceptions and aren’t there are always exceptions, but if a charity that’s focused on poverty relief is paying for, you know, first class entertainment, first class flights to paris toe entertain their staff members for retention purposes. I upleaf that’s bad overhead, but, you know, outside of the really obvious examples, it is sometimes difficult t criticize a charity, but i don’t think we can downplay whether donor-centric tae shins are reasonable or not, if you’re transparent organization and that information is coming out through the media through the charity rating sites through your nine ninety, you’re going to want to make sure that that you’re aware of certain expenses that might catch people’s eyes and turned them the wrong way because of public relations and the goodwill that the charity has is, you know, other other than the people of this that that are supporting the charity, another one of the charity’s most important resources that that goodwill so you don’t want to harm that you want to avoid the perception of a bad expenditure. Yeah, especially if it looks like a blatant rip red flag out there. What’s another category you you have for us in the in the good overhead section. A few risks that you have the right insurance investing in the, er, right technology, kind of another area, i think, in terms of raising the effectiveness and efficiency oven organizations performance even currently, and not just building skills for the future. I think you gotta look at things like technology are using data technology, that’s going to be more expensive, upkeep and that’s creating inefficiencies. In the productivity of your staff for that hinders prevents reasonable expansion will knew technology allows for more effective and efficient ways of advancing the mission, communicating with the donors and supporters, finding new donors, you know, mobilizing advocacy efforts, measuring and analyzing impact. And i think measurement tools is another thing there’s a demand now from from lots of sources about well, if it’s not overhead it’s about, are you creating positive impact? And if that’s the big question out there now what? How our charity is measuring that i think are may have mentioned that a lot of charities, they’re not showing that in their nine nineties, we can’t really determine howto review charities based dahna on impact and part of that is because it’s so hard to measure, but what investments are you making there then? I think the last thing i wanted to mention with building engagement and collaboration collaboration is it was such an important part of being more effective and efficient and taking great ideas to scale where, where it makes sense and that all costs money, and if you’re going to label that is overhead and then i think you have to make sure that you’re putting your money in the right place. One of those questions that i read from a listener was, you know, he’s overhead, a jaded term now. But, you know, maybe i’m probably doesn’t really matter what the term is, but investment is something that i think that sounds more positive than overhead, and it seems to fall into. I think it sort of captures a lot of what you’re talking about in terms of engagement. You know, in investing in people and maybe joint ventures and things like that, we have to go away for a couple seconds. Jean, of course, will stay with us, and we keep talking about good overhead, bad overhead. Got a little more live listener, love, stay with us. You’re listening to the talking alternative network. Oppcoll are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Talking alternative radio twenty four hours a day. No. Got more live listener love, vietnam live listener love out to you, warrington uk and mara pole, ukraine live listener left each of you. I’m sorry, we don’t have vietnamese or ukrainian covered in the studio here. We do have japanese, though. Konnichi wa to you, yokosuka! That was terrible. Let me try that again. Yokosuka and osaka i could eat you are gene let’s, let’s move, teo bad overhead some something’s in the fall into that category you think probably are hard to justify. Yeah, there are certain transactions that i think or expenses that they’re going to be more difficult to justify than others think again there they’re going to be exceptions to some of these, but generally speaking, if you’ve got transactions that appeared to benefit insiders like boardmember zehr officers mohr than the charity’s intended beneficiaries, those are going to be difficult to justify, and you’re going to want to think carefully about whether you should make those expenses and then whether they’re really of reasonable advantage to the organization if that was to come out in the open. So those are one type extravagant expenses way before we before we moved to benefit another if that one hundred forty thousand dollars china trip is really resulting in very trivial benefits and never with the expectation of muchmore benefits to accrue to the organization but was really about sort of making sure that a president or ceo was traveling on a very enjoyable trip. That’s compensation, that’s that’s not that’s, not an organizational expense that that it’s going to be easy toe to justify in and of itself, and finally appears, you know, having significant expenses on furthering some other cause other than your mission other than your state admissions, then that may be a problematic expenses well, and that may be a violation of your duty. Teo ensure that the charitable, recent sources are used for that particular mission. So if you’re an organization with a mission to improve the lives of children with leukemia, you shouldn’t spend significant amounts of the charity’s money tto help disaster victims in the local community, even if that’s a wonderful cause because that’s not your mission, you mentioned the insider transactions, and one of the policies that were supposed to have when we were talking about good overhead was was conflict of interest policies, but that is not. Supposed to deal with the the insider transactions? Yeah, in part it does, but we can. We can have work transactions that are going to pass the legal requirements of conflict of trance. Interest transactions are not necessarily bad if a director or boardmember is offering an organization rent and one of you know his or her office spaces and that’s slightly below fair market value or nor more than fair market value, that might actually be the best deal for the organization to take. And that deal might be fine. But on the other hand, if you had other choices that were equally viable and it looks like you’re benefiting one ofyou, directors air, doing him or her a favor by renting out when it their offices and that can be problematic, and then you want to you want to factor that into the decision for that particular transaction. You have some thoughts about fund-raising expenses and how they may or may not be good or bad, excessive or or appropriate. Yeah. And there again, it’s it’s really about the care and the diligence at the board and the executive are exercising in determining what is an appropriate amount. To spend on fund-raising expenses and what is to be gained out of it sometimes you know fund-raising expenses are going to be expensive, and if you’re building a new campaign and intending to raise a lot of money, you may have to invest a lot in that to get the right people there. Tio use the right strategies for marketing, but again, you’ve got a sort of manage both what your needs are and what your donors and the public’s expectations are. Well, yeah, it’s a tricky area that’s very hard, though, because the public’s expectations air being set by thie overhead myth misconception, for instance, and what and what they do see some charities publicizing the way i think it was jacob harold, you know, said hey didn’t use the fund-raising expense example, he used the overhead ratio example, but those don’t expectations are very hard to two teo to manage well, impossible to manage their very hard to know sometimes, yeah, i think one of the questions that that has been raised on twitter around the show as well with what you know are the signatory to the overhead midst letter going to do about changing don’t expectations, and i think they’ve got limited power to do it. I mean, it’s, great to shut some sunlight on this issue, but, you know, your donors are your donors on dh you’ve got no, you know, here’s, another overhead expense that you should be spending on is educating your donors about why you’re spending the way you are on if you can tell them exactly what you’re doing and be open with it, hopefully that’s going to justify it for your particular backs of circumstances, but you can’t just simply, you know, expect donors to understand it very, very high overhead ratio initially, uh, let you know, let them figure out for themselves that it’s going to actually result in better impact and lower overhead ratios in the future. You know, companies deal with this, you know, expectations. I said it’s, impossible to manage, not manage, but i don’t know, maybe i’m splitting hairs here, but persuade mean over time, and it does take time, and it does take money. People’s perceptions do change. I mean, look, a tte political candidates who are disgraced and then, you know, win win congressional offices or running for mayor or something on dh, you know, and have a good chance of succeeding. Look at, you know, your own your governor in california, for instance, people perceptions about people can change perceptions about companies can change. Weii just have about a minute left. I mean, it can be done, but it’s a very long and i think expensive process. Yeah, i absolutely agree. And i think it is important for platforms like like this and be open the overhead mid letter and and your show, uh, tony, for people to understand, you know, overhead averages about twenty five percent across all industries in the for-profit world and thirty four percent across service industries, at least according to one major study and a lot of non-profits are scared at anything that approaches over twenty percent and, you know, maybe that’s not right. And sometimes you need the initial overhead expense to build infrastructure uh, before you move on to more efficient systems, and that means your overhead, rachel is going to be bigger as well. So educating more and more people about this through through the media, through other platforms, but also on the organizational level really, really important. Durney martignetti non-profit radio we’re trying to be the change that we want to see in the world jean takagi is principal of neo in san francisco non-profit and exempt organizations law group. You’ll find his blawg at non-profit law block dot com, and you’ll find him on twitter at g tak jean, thank you very much, as always. Thanks, tony, my pleasure. Next week, scott koegler returns he’s, our tech contributor and the editor of non-profit technology news. We’re going to talk about internal versus external social media and communications tools and platforms very much want to thank my three ceo guess the three tenors, i don’t know there were the they were like the three tenors. I don’t know which one would be pavarotti, who were the other three placido domingo and i put it in janice ah, former opera singer on the spot she can’t name the third just she can’t name the third she will as soon as we sign off, i know i’m i’m sorry, janice, if you like this show, then you’ll like my podcast, which i do for the chronicle of philanthropy. It is fund-raising fundamentals it’s monthly and it’s ten minutes each podcast and it’s on the chronicle of philanthropy website and itunes have some more lingering live listener love that io, doylestown, pennsylvania. Bethpage, new york. Port. Charlotte, florida. And tokyo, japan live listener love to all of you. Our creative producer is claire meyerhoff. Gemma’s taylor is today’s line producer. The show’s social media is by deborah askanase of community organizer two point oh, and the remote producer of tony martignetti non-profit radio is john federico of the new rules i’m loving this new music. What do you think you could tell me on the facebook page? What you think of the new music? I hope you’ll be with us next friday, one to two p, m eastern. Talking alternative broadcasting at talking alternative dot com. Duitz e-giving didn’t think the shooting. Good ending. You’re listening to the talking alternate network, waiting to get you thinking. Cubine are you a female entrepreneur? Ready to break through? Join us at sixty body sassy sol, where women are empowered to ask one received what they truly want in love, life and business. Tune in thursday, said noon eastern time to learn tips and juicy secrets from inspiring women and men who, there to define their success, get inspired, stay motivated and defying your version of giant success with sexy body sake. Sold every thursday ad. Men in new york times on talking alternative dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. This is tony martignetti athlete named host of tony martignetti non-profit radio big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. 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Improving communications. That’s. The answer. Talking dot com. Hyre

Nonprofit Radio for August 30, 2013: Trim Tab Marketing & More Social, Now What?

Big Nonprofit Ideas for the Other 95%

Listen live or archive:

My Guests:

James Heaton: Trim Tab Marketing

James HeatonJames Heaton is president and creative director of Tronvig Group. The metaphor of “trim tab” as one person who can move an entire society has professional and personal meaning for him. He explains how something small and seemingly insignificant can make a big difference in your marketing. And how to figure out what that small thing is. (Originally aired on July 20, 2012.)

 

 

 

Amy Sample Ward: More Social, So What?

Picture of Amy Sample WardAmy Sample Ward, our social media contributor, co-author of “Social Change Anytime Everywhere” and CEO of NTEN, has thoughts about how to manage the internal changes when you make social media a part of your office culture.

 

 

 

 


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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. I hope you’re with me last week, i’d suffer pilot nephritis if i learned that you had missed cool crowd funding dahna ostomel, founder and ceo of deposit, a gift, shared her wisdom on how to create a successful crowdsourced campaign from appearance and copy to who you’re reaching and how and in-kind investment anita fi willis, vice president of strategic partnerships at new york, needs you. She and i talked about how to create or grow your in-kind giving program, she stepped through the process from assessment to thank you this week. Trim tab marketing james eaton is president and creative director of the tronvig group. The metaphor of the trim tab as one person who can move an entire society has professional and personal meeting from him. We’ll hear about both of those he explains how something small and seemingly insignificant could make a big difference in your marketing and had to figure out what that small thing is. This is an archive show originally aired on july twentieth last year and more social now what? Amy sample ward, our social media contributor, co author of social change, anytime everywhere and ceo of non-profit technology network, has thoughts about how to manage the internal changes. When you make social media a part of your office culture, amy’s lives and on tony’s, take through this week, take time off. In fact, i’m off this week. Where, ah, were pre recorded. My pleasure. Now, to bring you. James he eaten and trim tab marketing with me now in the studio is james eaton he’s president and creative director of tronvig group. He grew up in florida and left the u s at nineteen for an eight year odyssey in asia, where he had a near death experience in the north of tibet, became a terra bod in buddhist monk in thailand and studied calligraphy in japan. He’s, fluent in japanese and proficient in chinese tronvig group, has worked for clients in a wide variety of business and non-profit categories, including museums, community organizations, funds and think tanks. His philosophy is based on the power and efficiency of truth and importance of doing good in the world. James speaks on marketing and branding, and he blog’s at tronvig group dot com. I’m very pleased that his work and his very interesting background bringing to the studio james welcome. Thank you, pleasure to have you on the show. What is your definition of marketing? Marketing is tactical activity that you engage in on top of your brand messaging so that’s, very dense technical activity, your brand messaging, what does? What does it mean in your heart? So for example, uh, marketing activity will get you to buy a particular toyota s o you’ll see an ad, you’ll say, wow, that’s a great price. I’m going to go buy that toyota, and but that needs to be built on a brand and it’s the brand that allows you to ally yourself within that that product and believe in it so that you will subsequently say, never buy another car other than a toyota for the rest of your life. So the marketing is tactical in the branding is strategic ah, the marketing ask youto to engage in a particular activity make this donation volunteermatch volunteers have to be all about money that’s right here beyond our board and that supported by your mission, you’re your brand or the the the notion in people’s mind of, of why you exist and why you matter so ah, the so marketing is essential as the communication tool to get out a request for specific activity and you want to do this all in your own voice, right. This is why marketing you matters that’s, right? You want to do it such that you are creating a sense of alignment with your with your organizational with your organizational brand. You want them to do what you want them to do. But then, at the end of the day, you also want them to believe it and believe in you and believe that they have done something good. And before they can believe in you. They have to know about you and there’s. Where the right communications eso marketing is communications there’s an interesting statistic that just came out from nancy shorts. Men’s blood getting attention which says that eighty four percent of non-profits characterized their own messages as difficult to remember. Oh, my eighty four percent of non-profit difficult to remember difficulty. Remember how this is a communications, but they know it well. Yeah, then and there’s nowhere. This issue, they know. So, what we gonna do to cut through this so first, uh, one thing that’s important is teo. Not be afraid of marketing. When people think of marketing the i did get a little bit of cold. Feet like this is something that’s going to be costly it’s going to be in order for it to be effective it’s going to have to be big, and for some people it’s just a pejorative term. And for some people it’s a sort of term it’s ugly thing it’s a it’s, a it’s, a it’s, a right it’s a for-profit or it’s a commercial activity that non-profit shouldn’t be engaged in, but actually because it is about communication. If you have an organization whose mission is good who’s doing something good in the world, it’s almost a crime not to communicate that if you don’t communicate that thousands of people who are actually in alignment with what you do, who care deeply about what you do don’t know about it, right, you don’t want to hide and right. So marketing is your is a means teo, get that out in your own voice. Um to those who are already predisposed to want what you do to to want to support what you do. Ah, so it’s not it’s, not about a chain, you know, trying to create a marketing message like a ginsu knife. Kind of like push of course, it’s really about just explaining in ways i think old thirty second infomercials at four in the morning or too expensive, anyway, it can’t be engaging in that. So put those aside no it’s about communicating the true value of of your offerings so that people can understand it with with, with clarity and and and understanding of what there they need need or want to hear. So it’s this overlap this intersection between what you are and what you do and what they’re ready to listen to and to find that place and we’ll talk about. We can talk about that a little more in in a minute, but don’t take over the show we’ll get, we’ll follow my agenda, okay, okay, but we’ll get to that point, but you have some very good ideas. First, about howto identify who these people are, who might be predisposed. We have just about a minute before the break, and then we have lots of time after the break, so we just sort of tease the, uh, the your idea around finding the right people for your message. You have lots of information already, probably about your constituency. Who gives you money? Who comes to your events? Who visits your institution? That data, i cannot just sit idly at the, you know, in the corner somewhere. One of the things that an organization can do that can be tremendously effective in this is something that anyone can do, and it doesn’t require any money at all. And that is to take all that data and build it up into what we call personas teo to make of that information, eh, really, person, something imaginary person that you can talk to that will, that you can use toe bounce off your marketing ideas and your location idea. Okay, we’re going to talk about these personas after the break. Hope you stay with me. Trim tab marketing with james eaton talking alternative radio twenty four hours a day. Do you need a business plan that can guide your company’s growth? Seven and seven will help bring the changes you need. Wear small business consultants and we pay attention to the details. You may miss our culture and consultant services a guaranteed to lead toe. Right, groat. For your business, call us at nine. One seven eight three, three, four, eight, six zero foreign, no obligation. Free consultation. Check out our website of ww dot covenant seven dot com are you fed up with talking points? Rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over in tow. No more it’s time. Join me. Larry shot a neo-sage tuesday nights nine to eleven easter for the ivory tower radio in the ivory tower will discuss what’s important to you society politics, business it’s provocative talk for the realist and the skeptic who want to go what’s really going on? What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me. Very sharp. Your neo-sage tuesday nights nine to eleven new york time go to ivory tower radio dot com for details. That’s ivory. Tower radio. Dot com. Every tower is a great place to visit for both entertainment and education. Listening. Tuesday nights nine to eleven. It will make you smarter. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com so let’s, look a little more into these thes personas that may be could be a donor or could be a potential boardmember or maybe some other kind of volunteer. Or how do we identify these people? You want to think about who engages with your organization and essentially list them out first by type? You know we have donorsearch thes general characteristics age, you know, sixty five who’s retired who’s, you know, has time now too volunteer at the organization and so forth. So you you’ll know these people are but what you need to do is too create hey ah, an amalgam of a couple different people, but then make that into a persona that is very specific. So it has a name birthday on address. Particular children, particular pet peeves. Interests? Yeah. Such that you can actually write a journal entry and their in their head a cz if you were them. And of course, you could have multiple personas for each category. You wanna have a view percent might be a teenager. That’s, right? I also be your retiree that’s, right? You want to create a number of them? I think the maximum number is about nine but you want to have these very specific persons and you, khun, you know, grab a picture off the internet, give them a face, make them as real as possible, and you can actually bring them to meeting. What else do we know about them? What? Where they shop exactly where they shop. What? That, what websites they visit? You know what they do in their free time? What their secret fears are? What would be the hope? What would be the worst thing that could possibly imagine happening to them in their entire life for you? So that you create something that’s sort of a sort of psychologically formed imaginary person. And you give it a name and a face, and you use that to look at what you’re doing. Look at oh, we’re going to send this appeal letter out. Well, what would george think of that? And you be george, read the letter and say, well, this is this part of the letter is silly. I don’t i don’t care about that. So it gives you this consumer. Ah, perspective on what it is that you’re trying to say and it can make it substantially better. And it takes some work, but it doesn’t really cost you anything to put this put these personas together and it doesn’t cost you anything to bring them to a meeting and some people, like physically, like, have a little alright, stand on then or do these people talk in the meeting? What are we doing with them? You could so yes, they will criticize and review what you’re planning on doing that the actual program that you’re going to come to put out there, and that gives you this view that internally you don’t have and it’s, like focus group almost, but you but you’ve got this sort of imaginary person in the room and this can be extremely beneficial if particularly you then sort of look at your organization to create a kind of a latto vent diagram. What do we do? What we do this and we do this and we do this and he’s like the three areas of our of our activity. Where do these personas overlay on that you could like? You have little chest piece is almost like where did they sit on this thing? And where is our sweet spot that is? That is going to capture the broadest group of our constituents. And how do we need to talk to them? Who are they? And what language did they understand and will make sense to them? You can then tail your broad brand message. Your your your overall institutional organizational messaging to speak to them it’s one hundred times more reflective already already writing in their voice. I mean, you said you can even write their journalist that’s, right? Right? To write to them right to a specific person and not to this sort of amorphous, fuzzy general audience. And it will make whatever you’re doing one hundred times better. Okay, who do you who should be involved in creating these personas? Well, that’s an interesting thing and and it’s. Okay, say that’s a good question. It is a great. Even though i admonished you before you can say that’s a good question, that’s allowed. Can i tell a little story about this? Sure welcome. Who should? Who should be involved in understanding the consumer’s perspective in relation to an organization? The best answer is everyone that may be impractical, but arnel lehman, the director of the of the brooklyn museum who i think has a kind of a visionary and an adherent to trim, to have marketing, whether he recognises it or not initiated a few months back. A new program on this institution wide program where he requires every single person in the institution, whether the c f o the chief curator or a research associate to sign up on a sheet or not maintenance maintenance on a rolling basis. Ah, spend an hour on the floor of the museum interacting with the general public. Yeah, and just a knauer or an hour a week or just an hour on a rotating basis. So i don’t know how many employees they have. Quite a few, so copy takes a while to get through that cycle. And i think he instituted this, you know, basically with a switch of an aven edict in this case, and i think there was quite a bit of resistance internally to this. But what this does is it gives everyone that kind of on the ground retail insight about the experience of the exhibitions at that museum. Uh, the insights gained there will have, eh, a long term sort of cascading impact on improving everything that they do because they’ll be aware of the ultimate final on the ground, sort of experienced how people are using that museum because they’re interacting with absolutely answering their cause. They get to their watching. Maybe even yes. And i went to an unrelated meeting there recently. And when i came out of the meeting, i went into the great hall, and there was a fantastic exhibition there, and i had to tell somebody about it. So i walked overto this man who looked official. And i started saying, this is an absolutely fantastic exhibition. And, well, what was it? What was it was thie connecting cultures in there in the great hall? Okay. And we started up what turned into a forty five minute conversation about the exhibition and the institution and how it relates to the public. And it turns out that he was serving his his one our mountains from the borders of his three quarters of his one hour, i think, to both of our both of our ar benefits and that it was actually edward bleiberg who’s thie, curator of egyptian cloudgood on ancient eastern art. So but what he learned from you in that forty five minutes, do you think it was very interesting because he had contributed to that exhibition and he was resistant to the notion of that exhibition? And i spent, like fifteen minutes extolling how basically saying why? I thought the exhibition was great. And in fact i brought my kids to the exhibition that the following saturday, and they thought it was great. So he was getting retail in sight. He was getting what? No, i as the actual, like coming to it, knowing nothing about the background or the struggles that led to that exhibition, but the the actual user interface he was getting a firsthand account of how his work and the work of all the other curator’s who worked on that played out on the and this is the this’s, the tactical experiential level which makes all the difference for the success or failure of a particular exhibition, and ultimately of the institution and all that. And in order for that to happen all aren’t a lehman had to do is just have this idea. Yes didn’t cost him a thing. And this would obviously contribute to the creation of the personas? Yes. Okay. James eaton is president and creative director of tronvig group, which you’ll find at tronvig t r o n v g group. Dot com. What is tronvig yeah, that’s. My great uncles name. Carl tronvig emigrated to the united states in the nineteenth century and went to north dakota. Okay, south next-gen in memory, and we’re gonna talk a little about another family member of yours shortly. Let’s, talk about the trim tab. What? What is it? What’s. A trim tab. And why is this trim tab marketing a trim tab is, uh, a little a device the edge of a rudder that helps it turn. But the importance of the trim tab is a metaphor is let’s. Say you’re a child and you’re in a bathtub. And you have a little replica. A miniature replica of the queen elizabeth to this huge ocean liner and it’s floating in the bathtub. And you want to turn it well, the natural reaction would have to be in the tub with my brother. Do i? I hated bathing my brother. You want to turn the ship chips, and i’m there alone, we think my little boat. So you touched the bow, right? To turn the ship. You wanted to go left. So you you touch the touch the bow and that turns the ship. But if you had an actual queen elizabeth to ocean liner and you wanted to turn it by touching the bow, the force required to move the ship by touching the bow is astronomical. So how does this ship actually turn the rudder? Right. The rudder is in fact the size of a house, so i can’t turn it with my own strength. So in fact, on the end of the writer there’s, a little tiny rudder i called a trim tab turns in the opposite directions writer creates a vacuum and allows the rider to swing easily the direction that you wanted to go. Okay, so now if i take that model and i lifted out of the water and i tried to figure out what makes this ship turn it’s going to be very difficult for me to understand that it’s, that little tiny trim tab on the tip of the rudder on the rather runner on the redder, they’re actually allows me to easily turn this ship. So this notion of the obvious small changes that can turn the whole organization is what we’re talking about. This is the notion of a trim tab this’s finding those things that that actually can steer the whole system in the direction you want but are not big, they’re not costly, they’re not. We have this idea that big solutions are big problems have to be solved with big answers that end marketing is one. Of these big answers it’s like oh, well, we need to have more money. Well, let’s, let’s mount a big marketing dr and that there’s big marketing drive is going to give us big results. That notion is flawed and that’s good news for small and midsize charity is very good news in the fact of the matter is that if you think about the system and you think deeply enough about changes that can be made at the user experience level, there are some very minor that’s what i say when i say tactical, they’re very minor changes that can be made that can have the same effect as these big marketing programs were. We recently did a thing for the bronx museum, where we were asked to get more people to come into the museum. Ah wei have a certain amount of money, and they wanted to do a traditional marketing program, you know, bust signs, bus shelters, subway posters and so forth, which we did, but we set aside a little bit of that money to do something else that they didn’t really ask us to do. And that was to change the sign ege on the door and the windows of this at the street level of the museum. Okay, that thousand dollars from the however many thousand dollar budget we had was the best money we spent because that’s what actually brought people? How do you know that? How do you know that? The door sign it and the windows made the difference. Because when we were a few, a few a few things one when we were talking to people as they were walking on the right on the grand concourse, they’ve been there for forty years. Ah, and we were asking people on the street will what’s this. And they were saying, i don’t know they’re working buy-in causevox busy. Is that? Is that a courthouse? I don’t know. And if you looked at it, then considering okay, why don’t they know? Well, let’s, look at it. Oh, okay. There’s. The sign the sign is is way up there over the top of the door and there’s a flag way up there. But people tend not to really look up when they’re walking down the street. So and it’s a beautiful building. But there was nothing on the front door that you could see that the windows there wasn’t really anything that was big and obvious telling you what this was and and they were announcing in this case that they were free. So we put big orange signs in all of these places that you would see on the street and lo and behold, people walk. How come? How can charities find their trim tab? The the example that i give you that i give you a minute ago about understanding who you’re talking to and how they see you is a is a is a kind of trim to have activity the personas as a function of your spending the time because i think any trim tab action requires a kind of research it requires thought you’ve got to find that thing it’s not going to be obvious it’s not going to be the the i mean the thing that’s right there in front of you it won’t be the big an obvious thing, so you have to look at your system. How does it operate? What mental models are you operating with? What is what is this? And this is also how personas are interesting because they get you out. Of your mental models, you’re your marketing department might have its own vision of, like what? What the organization is or what have you and you we work psychologically with this kind of shorthand? We don’t necessarily think through every step along the way that gets us to a particular decision. We we use shortcuts and mental models are a shortcut, and we have them for our for organizations and and the way we operate and also who we think we’re talking to. Bye that’s what the specificity of these personas? Why it’s so important? Because you’re getting at something that breaks through these short hand models that we have of, well, we have this, you know, the retired over sixty five crowded and is too superficial, yeah, it’s the need to get into the detail we need to get in. We didn’t think we need to talk to the time you know, the curmudgeon, right, who comes every saturday and, you know and complaints to the guard, you’ve got to get into his head and start talking to him, and then he will break down your you’re in perfectly formed mental models and help you create useful ones, we have just a minute before we have to go this trip tap metaphor has personal residence with you. You explain. Tell listeners why that is. Yes, well, the notion is not applied to marketing. It may be mine, but it’s, not mine at all, in the sense that my great great uncle, buckminster fuller, whose people know as thie, inventor of the geodesic dome, futurist designer argast maximilian of the dime actually and map, and maxine carr and and the geodesic dome, which everyone knows because it’s, the lightest, most cost efficient, strongest structure in the world and your uncle, has this on his on his tombstone. Great uncle martignetti he on his tombstone, has engraved. Call me trim tab. Great nephew of buckminster fuller, james eaton is the president in creative director of tronvig group. You’ll find his blaga tronvig group dot com james, a real pleasure having you on the show. Thank you, thank you so much. My pleasure. I was a very touching end to that interview. I remember it very finally, we’re go to a break, and when we come back, tony’s take two, and then amy sample ward talking about cultural change. When your organization becomes more social, how do you manage that? Just keep listening. E-giving didn’t think dick tooting getting ding, ding, ding ding. You’re listening to the talking alternate network e-giving. E-giving good. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? Then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way look forward to serving you. Hi, i’m lost in a role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour eleven a m we’re gonna have fun shine the light on all aspects of music and its limitless healing possibilities. We’re going invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and our voices. Join austin and sloan live thursdays at eleven a m on talking alternative dot com you’re listening to the talking alternative network. Hyre sametz hi, i’m kate piela, executive director of dance, new amsterdam. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Durney welcome back to big non-profit ideas for the other ninety five percent, i can’t send live listener love this week, but i certainly do love the people who are listening live were pre recorded this week for a couple of weeks, but i know california, texas, oregon occasionally, and we got oregon represented very soon with amy, new york, new york, brooklyn, new york and all our asian listeners. I’m sure you’re out there live listener love to each of you, thanks so much for listening podcast pleasantries for everybody listening through itunes and all the other podcast sites that the show is on. Thank you so much, tony, take two a sigh said, i’m away this week. If you go to my block this week, you’ll see it says gone swimming, and i’m a tte bethany beach in delaware taking a week completely off offgrid off line i’m not looking at email, not checking phone messages, not checking twitter it’s just a week disconnected on the beach, and i heartily recommend that for you you’re each in a urine e-giving profession you’re either giving to the organization or you’re directly giving to the people that you’re non-profit helps. And when you give and give and give, i believe you’ve got to take and that is time off. So think about yourself. I hope this summer you took time off to whatever you whatever you love to do, call it decompressing generally, but whatever it is you love. I hope you got some time to do it away from your phone and all the social networks that we enjoy so much most of the time. But we got to take some time away from all that just for ourselves and that’s. My that’s, my week that’s, my suggestion and that’s tony’s take two for friday, august twenty ninth, the thirty fifth show of the year. Amy sample ward. You know her she’s, a ceo of non-profit technology network. Our most recent car third book is social change. Anytime, everywhere. She’s, our regular social media contributor on dh her blogger is amy sample ward dot or ge? How are you? Amy? Welcome back. How are you? I’m terrific. Welcome. Welcome from oregon. Yeah, thanks. And i’m very jealous about a week. Totally unplugged on beach. That sounds like heaven. Well, you’re a very connected person. Do you? Do you take time off for yourself where you’re where you’re offline, i do not as often as i probably should and, you know, i definitely unplug from feeling like i need teo, you said, check twitter or stay on top of e mail, but it’s rare that i wouldn’t i even have my phone, right? Well, now you are ceo of intent. So that’s hyre responsibility. Yeah, i think you would be hard for you to go away and not be connected to them for however long, right? Exactly. Yeah. Ok, but the social networks you can let those go and and your friends and your followers they’ll all still be there, right? When you come back. Exactly. And it’s, you know, it’s kind of a nice feeling to come back from vacation and see people have kind of left left pieces of conversation for you to jump back into that that’s one of the cool things about social media. Yeah, you can get back right in. Yeah, a tte this point, i would say, i’m looking forward to my vacation and then, while this is playing, i’ll be on it. So let’s talk about what it looks like inside an organization. And some strategies for managing on organization when it becomes more social. What are what are some of the concerns that we wantto talk about? Well, i think we’ve talked before about how, you know, if you want your staff to be engaging in social media, we need to create some sources for them, like a social media handbook or even part of your arm fully handbook that there’s examples of you know what his customer service was like or here’s some commonly asked questions so that you can, uh, answer them with these examples, things like that, but the next step beyond that, when you’re when you’re really trying to move your organization to be a social organization and let those staff across the organization, not just one, engage online with your community, that next step then is to identify what that engagement looks like it’s part of their job description because it may be different department to department for staff buy-in staff person and it may be that some people, you just want to be accessible and to show that people across the organization or online and it may be that there’s a certain department, that actually you know, responsible for campaigns and it’s a bigger part of their job description, but it’s, hard as we know toe hold staff accountable to different pieces of that work is it isn’t explicitly in their job description that you can’t then put it in their review. Okay, so we’re going to make that, and we’ll talk a little more in detail, i think about what? Maybe some of those, uh, descriptions and maybe some of those metrics might look like it does impact the organization broadly when even even beyond individual responsibility. When you start sharing annual reports and financial disclosures on, you know, the way you’re supposed to be in good practice with transparency, people are going to start to ask questions about those things, man. So yeah, so i think what’s interesting is that, you know, organization sometimes start to share piela finance older annual reports or or, you know, impact reporting in some way and think, okay, here we go, one step you could be a lot of questions sometimes there isn’t because people just wanted to know, and that was it. But again, once you put it out there, it’s sometimes more about the culture changed. Within the organization that staff that staff realize that kind of information that really reporting is going to be shared publicly on getting all of the staff across the organization comfortable and batted on. Understanding why it’s important to do more so than it is now. You’re going to get it a lot of questions from twitter because people just read your annual okay, now i can see that probably true, right? It’s hard. It takes more cultural change to get it approved and understood. Then it does once it’s actually out there because that is true. How many people are actually gonna pore over your annual report? Like you said, they just want to know that it’s available right? Well, isn’t it a a great annual report? I mean there’s so many examples now of organizations really rethinking what the annual report did so that even as a report itself, its social and it’s engaging so it’s something that people come and directly interact with, you know, to open up different pieces and see different stories, maybe watch videos and then click on something else. Looked at the data from that program. You know what? Whatever it may be. But taking advantage of the fact they’re posting it on the web and making it and engaging interactive pieces of information on and that too, is going to take some culture change because many organizations have have created annual reports every year that are pretty static, you know, usually, like are are meant to be printed and then given to thunderzord donors are longtime supporters, but then also used in, you know, fund in different ways for forward over the coming year. Well, the idea, just creating an interactive, you know, the web page or something khun definitely could definitely take some convincing, especially when people are thinking of the annual port less so of it needs to look like this, but but more of a i like to have it in my hand when i meet with someone, how am i gonna have this interactive website in my hand when i meet with someone so recognizing where those people are coming from because of how they use that data so that you’re not creating us an infographic that’s how you know they couldn’t ever using the situation, but maybe something interactive online that still has some of the feature. Stories and the rial financial and, you know, fundez breakdown over the year and things like that so they could still pull the pieces out that they used in those meetings and when they’re trying to convince me funders teo, give you some more funds, but that otherwise it’s still meeting the need online have seen something a little more engaging. This all has implications also for our volunteers, and i’m thinking of the key volunteers, the board members, they need to be a part of this cultural shift also. Oh, exactly, i mean, you know, there are a lot of organizations out there where the board is technically considered, you know, working board, it’s a it’s, a very small organization, and the board is there to really contribute directly to the operations of the organization, which for many organizations now means someone on the board or a couple people on the border actually managing the social media accounts for the organization, and that doesn’t mean that they just talk about how great, you know, the organization is on twitter once a week. If whoever is going to be a man, you know, social channel needs to be prepared to answer questions, jump into conversations, be accessible regularly and if that’s not something that a boardmember who, as you pointed out is a volunteer, is able to commit to it not then that you don’t want the board to have access to the channels, but they’re just not gonna be able to be there as much as the community is on dh, maybe that’s an opportunity to have boardmember have personal accounts where they can certainly, you know, engage with people directly representing themselves, but you still have that organizational profile managed by a staff person just so that it is more more reliably online account. We’ve had lots of guests on talk about the setting, the expectations for board members appropriately at the recruitment stage, and if you do expect them to be out there and engaged socially on behalf of the organization, i think you’d want teo make that clear in your board expectations discussion while you’re recruiting people. Yeah, exactly make sure if you know, that’s something that there isn’t capacity on staff for and you need to recruit for it on the board. Be very open about that end about you know, how big nose communities potentially are how much time commitment and engagement there will need to be, and then, you know, proactively look for someone who is, as you and i have talked about before, recognizes the way that social work’s so it’s not someone trying to come into, you know, quote unquote have that message control, but someone that gets that this is a conversation we’re here to engage with the community directly it’s a great opportunity to do that and that we’re going to shave the conversation together and not someone who’s going to say, well, i’ma boardmember and this is all that we want the community to talk about, so, you know, that’s what? We’re going to tweet because you know that it doesn’t matter if they have all the time in the world to be on there because they’re just not going to be engaging in the right way? Yes, okay, we’re talking about getting buying at all different levels from leadership certainly employees, volunteers, key volunteers like board members were goingto go away for a couple minutes, and when we come back, of course, amy and i will keep talking about more social now what? Keep listening. You’re listening to the talking alternative network. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Talking alternative radio twenty four hours a day. Welcome back on dh amy and i are still we’re going to continue talking about the cultural change and howto manage that when your organization becomes more social, more engaged. Amy well, let’s, talk about some of the strategies we you mentioned, including in job descriptions, what are what are different levels of engagement that might be appropriate for different, uh, sorry, different job descriptions where it’s not the person’s primary job when they’re not, they’re not the organization’s social media manager. What is just sametz samples of different levels of engagement, you might you might call on, well, one example that i like to use from n ten it’s. You know, for us, we want to make sure that all staff across the organization have an opportunity to connect with the community because that’s important to us and your mission is to help all staff use technology well. And so if we only had our community, you know, well the manager online engaging in social media, we also wouldn’t be practicing what we preach that all staff could be using social media. So we want to make sure that it’s staff running those channels what they can, but we also recognize that some people just you know, i know that it sounds crazy and unbelievable, but some people don’t have a facebook account for twitter accounts, and we’re not goingto have them create an account just because they work at ten and then have them not. I feel comfortable using it or not engaged very much there, because ultimately, that’s, what happens in this movie will be feel feel more just connected on confused then, if that person didn’t have a twitter account that s o that also is going to be contrary to what, what you stand for, which is real engagement, and if you’re not comfortable doing it, then you don’t force people into it exactly it’s not going it’s not gonna feel like a great conversation and came across their twitter account anyway, but there are opportunities to be accessible to the community and engage with them in a way that is comfortable and authentic. And so we have what we call weekly touchpoint and we have, you know, listening dashboards and all of those kind of resource is talked about in the past, and staff are expected to find one one thing that they want. To comment on or engaged with maybe, you know, someone participates in a twitter chat on, you know, a topic that they’re interested in or that is part of their work. Other people will find a news story about non-profit or technology sectors, you know, whether it’s from the chronicle for him to be or non-profit times and, you know, something like that, other people will just find block post from someone in the community, and you leave a comment and engage in that way, but whatever it is that you feel comfortable doing, the expectation is that you participate once a week, you find one conversation to contribute to in some way because the goal for us is, yeah, that you contributed, but it’s that actually, that means that was one member or maybe many members, if it was something like a tweet chat that feels like they got to have a direct touch from the organization and that it was it was really it wasn’t just, you know, one more email that we’ve sent out, but it was that staffers sense going and reading your block post, which feels good, you know, someone actually left a comment on your vlog and twenty thirteen were killed, like knowing these cummings anymore. So that’s one way where we set the expectations but left it open for open for interpretation, if you will so that staff can pick the channel that makes sense, and then if they’re doing this once a week, that’s fifty engagements per year per staff member that’s that’s, considerable, exactly, yeah, there’s twelve staff and, you know, easily fifty weeks where we’re online, so yeah, it adds up to feel like we’ve we’ve done a lot of external engagement and that’s not counting, you know, the actual social media engagement out of the organization’s profile, the foster parents and so on. And if you have that metric of one a week, some people are going to embrace it and do three or four or five a week it’s more natural for some people, others will be at that many others will be at that minimum, but even at the minimum, that’s still pretty good fifty engagements a year out of somebody who is not really that comfortable, but you know, that does what they do, what they’re being asked to do. That’s pretty good, exactly, and we have staff who, you know are are those staff i was talking about before that don’t have a twitter account that, you know, don’t log in to facebook, teo really use that, and so they choose the blog’s comments because for them they always get excited to actually hear what one of the end members was thinking about our working on so as much as it’s an opportunity to go the comment yes, engage directly, it also lets them feel like, you know, they can turn around in their chair and tell the rest of the office, hey, did you know that twenty martignetti thousand each right now, her, uh, whatever it may be, you know, because they just got to read, you know, take a few minutes out of their day of of otherwise, you know, just doing work and here, directly from a member as well, i love it and thank you for using intent as an example because i think that’s uplifting and motivating people because you are the non-profit technology network and still you’re saying you have people who aren’t all that comfortable don’t have a twitter account of facebook account and there’s still able to engage the love that you love it. Okay, so, uh, the the implication of including this in someone’s job description, as you said earlier, is that this is now going to be part of their performance review. We’re going, we’re going to talk about this once a year, once every six months hopeful i think once two years kind of bare minimum, but once in every six months, maybe in evaluating their their performance and maybe help them, i feel more comfortable or get to the next level if they are feeling like they’d like to get to next level, this can all be sort of growth opportunity. Oh, exactly. We’ve had staff where when they first join the organization, you know, they didn’t have have twitter accounts, for example, and they started out doing the community touchpoint knowing they had to find something to comment on or engage with and over time they got more interested and because it is and then they were on our own webinars as the half percent, you know, leaving the webinar and of course, that means you do the intro. You make sure that everyone’s able to log in eleven art, but then it means you’re listeningto all of these. Seminars throughout the year from, you know, experts in their in their different fields. So at one of the reviews, the staff person said, okay, i i listen to enough webinars about social media, i want to create a twitter account and i want to try engaging with the community there, you know, before our next unconference so that i can, you know, be a part of that online side of the conference, and i thought that was great a great way to for the organisation instead of us saying, we have a lot of people tweeting during the npc shouldn’t really have to do in our account and said by just saying here’s, the community, you need to be accessible, find the channel for you on the expectations you do something, you know, whatever town that is that over time they were able to see oh, i’m missing, you know, i’m missing this piece it’s on twitter, where i see people are doing things that i’m not there and they foreign fired-up join that channel on dh recognized the value themselves instead of us just deciding that they needed to be there. We have just a minute or so. Left, this should be part of staff training, too, not just the evaluation process, but regular staff training. Yeah, i mean, let’s think about how many times we complain that facebook has once again changed, you know, the the way that your friend list work or five settings or anything else if if you and some of plugged in recognized that weinger changing that it needs other people probably don’t recognize that. So having a regular checkpoints, uh, throughout the year where people can get together and say, oh, you know, i’ve actually been trying out google plus, does anyone want to talk about that? You know, or hey here’s, something that has changed in facebook setting, living off anyone needs to walk through it together. It could be a collaborative, learning type of meanings. That way everyone has a chance to share and to hear from each other just what’s working or what has changed in the different channel people are using under their own names. Thank you very much. Thank you for sharing. Amy, amy, sample ward, dot org’s, herb log and on twitter she’s at amy r s board and she’ll be back in a month thank you again next week, the overhead myth letter it’s coming, the three co signers of the letter will be with me, the ceos of the better business bureau wise giving alliance guide star and charity navigator do you want to ask them a question? Put it on her facebook page or send it to me on twitter. I won’t answer this week, but i will next week and we’ll have your question for them. So please love to have your questions. Also, jean takagi returns are legal contributor what overhead should you invest in to protect your non-profit coming from the overhead myth letter what’s wise overhead investment so that you protect your non-profit those you’re helping your employees and your board members. If you love tony martignetti non-profit radio, you might also love fund-raising fundamentals it’s, a monthly podcast devoted to fund-raising topics that i host for the chronicle of philanthropy, you’ll find it on their website, and you’ll also find fund-raising fundamentals on itunes. Our creative producer is claire miree off sam liebowitz is our line producer shows social media is by deborah askanase of community organizer two point oh, and the remote producer of tony martignetti non-profit radio is john federico of the new rules. I hope you’ll be with me next week. Friday one to two p. M eastern at talking alternative dot com, which is talking alternative broadcasting. Dahna hyre e-giving thing duitz good ending. You’re listening to the talking, alternate network waiting to get in. Nothing. Cubine are you a female entrepreneur? Ready to break through? Join us at sixty body sassy sol, where women are empowered to ask one received what they truly want in love, life and business. Tune in thursday, said noon eastern time to learn tips and juicy secrets from inspiring women and men who, there to define their success, get inspired, stay motivated and to find your version of giant success with sexy body sake. Sold every thursday ad. Men in new york times on talking alternative dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you, too? He’ll call us now at to one to seven to one eight, one eight, three that’s two one two, seven to one eight, one eight, three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to talking alt-right network at www. Dot talking alternative dot com, now broadcasting twenty four hours a day. This is tony martignetti athlete named host of tony martignetti non-profit radio non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting are you concerned about the future of your business for career? Would you like it all just better? Well, the way to do that is to better communication, and the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership? Customer service sales or maybe better writing are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes or get your human resource is in touch with us. The website is improving communications, dot com that’s improving communications, dot com improve your professional environment, be more effective, be happier and make more. Money improving communications, that’s. The answer. Talking. Hyre

Gone Swimmin’

Large Gone Swimming photo
Image courtesy of JotoLo02, creative commons license

I’m on the beach this week, Bethany Beach in Delaware.

I’m offline, unplugged and out of touch. No calls. No emails. No texts.

There’s Nonprofit Radio this week (pre-recorded), but not the usual promotion on Twitter, Facebook, etc.

You won’t see me around.

I’m bodysurfing and napping on the beach. And pleasure reading, what a joy!

I hope you’re getting time this summer to disconnect from the online social networks. It’s important to take time for yourself.

This is my time.