Courtesy of Philanthropy.comPassed on January 1, 2013, the American Taxpayer Relief Act of 2012 renewed charitable giving from individual retirement accounts (IRAs) for those 70-and-a-half or older.
If you were practicing Planned Giving a few years ago, this is deja vu. All the requirements are the same as in 2010, and there are two add-ons.
This is an IRA distribution, not a rollover. A rollover is a transfer from one retirement account to another retirement account.
What we have here is a distribution to charity. I use the vernacular in my title because that’s what people search for.
From here on I’m calling this a qualified charitable distribution, the exact designation in the Act.
Please recognize that my analysis is based on my reading of the American Taxpayer Relief Act of 2012, without the benefit of IRS rulings, tax court decisions or other official guidance that has yet to come. I am not providing tax, accounting or legal advice. Donors must consult their own advisors to determine whether, and how, to make a charitable gift.
Here are the requirements for a qualified charitable distribution:
Your donor is at least 70 1/2 years old on the date of gift and yours is a 501(c)(3) charity (supporting organizations are not included; nor are donor advised funds)
The IRA is a traditional or Roth
Maximum $100,000 per donor per year in qualified charitable distributions
The distribution is direct from IRA to charity
The full value of the gift would be eligible for an income tax charitable deduction if it were not a qualified charitable distribution
The amount distributed would be included in gross income if it were not a qualified charitable distribution
Promotion
Numbers 1-4 are straightforward and what I recommend using in promotional materials. Also drop in these two points if you have space:
First, the amount of the gift counts toward an IRA required minimum distribution, or RMD. Lots of people (though not as many as in 2007 and years before) are required to take more from IRAs than they need. This provision helps them reduce that dilemma.
Second, the amount of the distribution to charity is not included in federal gross income, so it’s exempt from federal income tax.
Important Fine Print
Numbers 5 and 6 have nuances that are more appropriate to an article than a blog. They are the primary reasons your materials include a disclaimer that you’re not providing tax or legal advice and donors must consult their own advisors. The first four are secondary reasons for your disclaimer, because there are ins-and-outs in those, too.
I will make an important point on #5. It precludes using this to buy a ticket to your dinner or an auction item; buy anything from your charity; or fund a charitable gift annuity or charitable trust. None of these are 100% deductible for federal income tax purposes. Raffle tickets are precluded because no part of the amount paid is a charitable contribution for federal income tax purposes. (They may be deductible losses if the person has gambling winnings, but we’re not going there.)
New From 2010
The two additions from the 2010 version are (subject to 1-6 above):
— Your donors can can make qualified charitable distributions before February 1 and count them toward 2012
— If donors took IRA distributions in December, they can count any portion of them as 2012 qualified charitable distributions. Their gifts need to get to you before February 1 to grab this opportunity. (You may disregard #4 for this.)
A Download For You
Here’s an easy one-pager I put together for you to share with your board; use in promo materials; excerpt for an email blast; carve up for a newsletter sidebar; and generally use for your charity as you like.
Getting Donors Started
It’s easy. They tell their IRA custodian they want to make a qualified charitable distribution to your charity. Share your tax ID number. Donors will need it to fill out a form.
Take advantage of this immediate-cash planned gift. It’s a valuable way to start the year and gives you a timely, newsy reason to talk to prospects.
Tony’s Guests:Gregory WarnerGregory Warner: The Future Of Planned Giving Marketing
Greg Warner, the founder of MarketSmart, shares his insights on multi-channel awareness building; generating and cultivating leads; and tracking what works.
With Kevin Russell & Amy SpencerAmy Spencer & Kevin Russell: Free Radio & TV To Boost Online Ticket Sales
Amy Spencer, Market Manager for Blackbaud, and Kevin Russell, Professioinal Services Manager for Blackbaud, want you to recognize that you do have leverage with the media, and that sending press releases is no longer the way to get radio and TV exposure for your event.
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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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. Welcome to the new year it’s january fourth of the new year. I hope you had lots of time for family and friends and good times over the holiday and time off from work. Oh, how i hope that you were with me long ago on december twenty first because i’d feel terrible if i had heard that you missed candidates for causes. Robert egger is the president of sea forward working to rally candidates around non-profit platforms, he and i talked about how to assess those in your local races, getting the non-profit agenda before them and how to support the candidates who step up. Also, it was computers crash. Scott koegler, the editor of non-profit technology news and our tech contributor, reminded us that technology can let us down imagine that your computer hardware will only last so long, and you should have a plan for replacing it to avoid a crisis. I talked to this former chief information officer about the hardware, life cycle, budgeting and planning this week the future of planned giving marketing greg warner, the founder of marketsmart, shares his insights on multi-channel awareness building, generating and cultivating leads and tracking what works and free radio and tv to boost online ticket sales. Amy spencer, market manager for blackbaud, and kevin russell, professional services manager for blackbaud i want you to recognize that you do have leverage with the media and that sending press releases is no longer the way to get radio and tv exposure for your event. This was pre recorded at the bb khan twenty twelve conference last october between the guests on tony’s take to my block is challenge the status quo, i heard you don’t be afraid to ask why i will talk about that. And after the bb con interview toward the end of the show, i’ll talk a bit about the just revived ira charitable rollover that’s getting a lot of talk in plant e-giving circles right now, it’s my very pleasure to ah, welcome greg warner. He is an experienced multi-channel marketing executive, he’s made tens of thousands of cold calls and closed thousands of deals, which give him a unique perspective into howto partner sales strategies with targeted marketing initiatives, his company marketsmart has helped lots of non-profits, including the american diabetes association, life matters, home health care, the association of the u s army and city of hope cancerous search center on twitter he’s at greg marketsmart he runs the linked in group smart planned giving marketers greg warner, welcome to the show. Hi, tony. Thank you. Happy new year. Thank you very much. Yeah. It’s. A good one. It’s going to be a good one. All right, we got it. We got the future of plan giving marketing to look forward to this is something to live for. Um, you want teo? See non-profits do broader prospecting around planned e-giving what? Your ideas around finding new prospects? Well, the first concept is a bit non donors and people that you may not find on your radar through predictive analytics or data modelling, uh, often will leave you gifts. And some of our clients tell us it’s more than fifty percent of their plan gift not all but that’s. A sizeable number. And you want to leave that on the table? Okay, so you need to broaden your approach, okay? And, uh, let’s talk about some of the waste to get doing. That ok? Well, it all depends on how much money you have, of course, and most folks don’t have a lot of money. So you want to look at the, uh, tools and channels that are available to you, uh, in order, teo, you broaden your reach, one of them, and i know a lot of people probably cringing the sound of the word facebook, but, you know, it’s a very simple thing when you think about the fact that people who engage with your organization on facebook they like you. Yeah, you know, we don’t cringe on this show. We don’t cringe around facebook way have any sample ward social media contributor she’s on every month talking about lots of social media networks, but facebook certainly among them. So we don’t. We don’t cringe when you talk about staying playing e-giving circles sometimes ah, cringe at that because it’s hard for folks in plan giving, understand how to connect the dots. Okay, well, let’s, let’s connect them for them. Why? Why should plan e-giving professionals be paying attention to facebook? Beyond the fact that a billion people are on facebook, but they’re concerned typically is age right playing, giving? You want to talk to people in their sixties, seventies eighties? The concern is that they’re not on facebook, but what? Where’s? The disconnect. Okay, so first you need to dispel the myth. So my mother in law come on. By the way, i got into all this because my wife’s a diabetic and i wanted to find a way to generate lots of money for the american diabetes association. Okay, my mother in law, of course, her mom is seventy two years old. I don’t think there’s too many people who are on facebook more than my mother in law. And again, she’s seventy two years old. Now what? God, god bless your mother in law. Of course i love all mothers in law, but even the ones that aren’t my own love them all but that’s, you know, people going well, that’s an anecdote. Okay, there’s one seventy two year old what do we know in aggregate? About sixty, seventy, eighty year olds prevalence on facebook. Well, i don’t have statistics on that, so i don’t know if i wantto start shooting off on that. But i will say that they have mor e i think it’s easy. To say that they probably have more time on their hands, right? Well, what what’s been the experience with your clients around facebook and planned e-giving well, here, here’s, just a basic example is that if those folks are there and let’s let’s, remember that younger donors forties and fifties air really when people are making their first will anyway, and if you want to get in there, will you should be planting the seeds of legacy gift because everyone at some point is going to contemplate their immortality, and they’re what ruffle james calls a symbolic immortality. So how can they live on after their lifetime? Okay, and if you start planting seeds just with basic awareness efforts, meaning if you get a gift, why not talk about it on facebook? How you say it, you have teo talk to your social media folks, make sure that you’re not overselling our overstating but it’s news, it’s information it’s something that’ll plant seeds in people’s minds. Okay, excellent there’s there’s an idea what else? What else should we be doing on facebook around planned e-giving well, if you have a comprehensive marketing plan and you have a lot of people who like your, um your page, then? It’s really important to realize that you can advertise on facebook so you can advertise to your like the people who like you? Yes, with, um, uh, little ads driving them to a landing page. The best offer is something like an offer free estate planning information or how to make a will. Okay, so this is buying facebook ads buying a facebook ad related to plan giving. Yeah, and you only pay for every time someone clicks on it. Or you can pay for impressions. But it’s very inexpensive. Really. Okay, what does that mean? Watch now, i haven’t had anybody in jargon jail for weeks and weeks, but you’re skating very close on since it’s been so long, i have a very itchy trigger finger to throw somebody in there. So what does that mean? Facebook, you can pay by the impression every time that your ad appears is considered an impression to a user versus paying by the click. Right? Okay, all right. We have just about two minutes before a break. Do you like to see greg non-profits have a devoted planned e-giving facebook page or you’re talking about the organizations overall presence in there on their own face and their facebook page. Without a doubt, i think it just should be something that implemented integrated into their overall presence and just it’s news it’s just sharing information with their friends. Okay, so so not necessarily a devoted planned e-giving facebook page for the charity. Okay, nobody well, i don’t think anyone will go to that, okay, what’s again, just about a minute before a break. What’s another, um, channel that you like to see exploited in planned e-giving that that people aren’t doing enough? Well, i think email has the most power when it comes to plan giving marketing, and we’ll have tto dig into that a little bit more when we come back. But it’s so inexpensive, but it can also be used the wrong way. It’s a hammer like you could break stuff with it, or you could build stuff with it. Okay, we want to build, right? Yep. Okay. As greg suggested, we will talk more about email and other channels and the future of e-giving marketing right now, i’ve got to send some live listener love. Oakland, california. Atlanta, georgia. Shanghai, china taipei, taiwan. Welcome. Live listener love to those four cities when we come back more with greg warner in the future of plan giving marketing. Talking alternative radio twenty four hours a day. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping huntress people be better business people. 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. 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 welcome back to big non-profit ideas for the other ninety five percent more live listener love. Seoul, korea fukuoka, japan. You’re with us regularly. Soul and food, coco, thank you very much. New bern, north carolina, bethlehem, pennsylvania. Live listener, love all around the world, it’s. Incredible. All right, greg, whatever charity’s not doing with email, or why, what do you see them using it as a hammer? How are we misusing it? Well, a lot of times, especially for plan giving marketing. Email is used to sort of shout out at their prospective donors that you know, for instance, here’s a whole bunch of information about ways that you can make a plan gift here’s tax avoidance strategies. You know, um, shouting in the for-profit world, the private sector just like in the nonprofit world, it’s never a good idea to just blast and spray messages, but rather to generate leads and find people who want to hear from you and then cultivate those leads with highly relevant messages over a long period of time. Okay, let’s, break this down a little bit. How do we how do we get started in being more sophisticated with our email? Okay, well, again, first is starting with a good list and that’s what we’ll call a opt in list, and that begins with offering something in your awareness campaigns or your acquisition campaigns usually plan giving. Or i would say, a state planning information to get people to request that offer. You always need a good offer. Is that them? When they do, they go into the culture cultivation pool. Is that the opt in the acceptance of the offer? Is that what you mean, by opt in where you’re treading close again, you want teo, let them know that you’ll be sending them or information when you send them the first piece of information and okay. So after you send them what they’ve asked for a tte the same time, you send them that they would ask for your telling them that they will be getting mohr and you give them a chance to opt out of getting more exactly. Okay, all right, you better watch yourself in drug in jail. Your little your little risk taker? Uh, yeah. I want to be in jargon. No, i’m kidding. I don’t. I don’t get the first person i said don’t smack me around later. All right, well, don’t tease me. Um, let’s. See what? We have a good list. We haven’t opted in list. What’s next in being more sophisticated with email. Okay, if you’ve done your opt in, right and let me take one quick step backwards is that you’ll ask people what are their interest? What? You know, are they looking for ways teo get income for life that would kind of put them into the pool of possibly wanting message is that refer to charitable gift annuities. Okay, now, how do you how do you ask these questions? You know, in a poll by email or how you eliciting this information? Generally, before you give them the information that they want. Like if it’s a state planning information, you’ll want to ask them what topics are interesting to them. Ok, how do you ask that in an email with a pole or a link to a paul? How do you do that? Okay, good. It’s going generally part of the landing page. Okay. So where they request information that’s on a page that they lend to request that information, then the questions pop up. Okay. Do you want this information? Do you want this brochure or that one? Uh, you know what topics are you interested in? You can even ask a tw. What stage are you in? In the consideration process? Have you ever considered leaving a gift in your will? The number of questions that you could ask you should be. Keep it short, but you should try a new one. Okay, so you’re trying to get people to identify themselves as having interest in plant e-giving topics and specifically which one’s, right. Which dump and most important, why not throw in the question? Have you already left a gift? Yes. Okay, right. Critical physical because you’ll fight. Go find a lot of people. The next step is sending relevant information over time. If they’ve already left a gift, will first, of course, you’re going to want to thank them, hopefully personally, but at the very least, you’re going to want to put them on a cultivation or i’m sorry a stewardship track. You want to welcome them to your recognition society for planned e-giving or however it is, you do it to say thank you over the long term. Yes. Okay, okay. That was a little digression, but an important one. Very important. You don’t want to lose that gift. Remember, you can always lose a gift. Just is often just as much as you get one. If you’re not. If you’re not saying thank you enough and properly and for sure, after the person reveals that they’ve included you. Yes, absolutely so let’s. Go back now you have ah, you have your you’ve qualified your list and it’s it’s opted not only opt in, but, you know the topics that people are interested in each person’s interested in how do you continue to become more sophisticated with your email? Okay, now i’m going to try my best to stay out of jargon jail. You said you wanted to be there with your flapper somebody’s into flip flopping. He’s a flip flopper page. Okay, cookie can be placed on their computer. Yes, not only are they opting in for your messages, but if they didn’t fill out the form because they just decided not to. Because of that cookie, they could get ongoing banner ads for quite a while. As long as you decide throughout wherever they navigate on the internet, really and that’s called retargeting, so if they got interrupted, if they just decided not to fill it out, then you could have these ads driving them back to that page or a different page, maybe just sending them to maur, symbolic immortality messages or videos or something different that’s about legacy e-giving interesting. Now, i know this goes on because after i fill out our something or i go to a site somewhere, then you know from time to time i’ll see banner ads or pop. Up ads on a completely different sites related to the topic that that i was exploring a week earlier. So i know this nefarious stuff goes on. It’s a highly effective kind of marketing. It works, and again, you can pay for it per click or by impressions. Okay, thousands. Okay. And tell me, what is this marketing called again? That retargeting retargeting? Okay, because you’re re targeting the person’s advertising. Is that why it’s called that? Yeah. They already got halfway to making a decision to commit to something with you, but they didn’t go over the edge. So you want to read the this is most famous for shopping cart marketing? Like if you were on amazon dot com. But you didn’t buy that that that book? Yes. They’ll you ads for similar book, right? They know the amazon, of course. Very sophisticated. Okay, but no reason. Charity shouldn’t be equally sophisticated. Course. Okay. Is there more? What else can we say about email? This is very interesting. Okay, so once you get them to opt in and fill out their information so that you you know what they’re interested in and you’ve got that cookie, then you can start tracking them schnoll not only should they go on track that we call marketing automation tracks to get emails that are relevant to their interests, but you need to track where they click every time you send those e mails. And again because of this sophisticated tracking that i’m talking about in these cookies and, uh, i p address capturing i p address, by the way, is just the address of where their computer’s located. Thank you. Okay, by using those tracking tools, you can begin to capture who’s coming back specifically which individual person their name is coming back and visiting other pages that you are pushing them, too, with your ongoing marketing email. Okay, as they come back and as they engage more, the more they more they engage. They can then get lead scores, so if they stay online for a certain period of time, if they click on a certain number of pages, if they keep coming back three, four times, you can determine what kind of scores you want to give each individual person and program it, then based on where they go, how often they come back all those different things you can program different messages. You can slow down the number of messages that go out or increase the number of messages that go out each individual and again they need they should be relevant based on their interests. And this should break apart, sort of into into gosh, like a a flow chart, so that if they change their mind from the c g eight track for charitable gift annuities, then perhaps they moved to the bequest track because of where they’ve been clicking. Then they get different messages. I see. Let me remind listeners greg warner is the founder of marketsmart, which you’ll find at i marketsmart dot com either letter i so this email sophistication that you’re talking about can all be automated. You mentioned? Yeah, the the idea is to try and plan it all out as best as you can in the beginning. Okay, right. Okay. So you have your laying out these different tracks, but then you’re also tweaking as you get results back from all this tracking. Right, exactly. Takes time. And no, no everybody’s campaign is different. You have to make it. Look at all that. All the tracking and all the data. You’re collecting, review it and then tweak the messages. But all this tracking is valuable because you’re seeing people are not going to certain pages or you’re seeing an abundance of people clicking on different options so you can see the way people are moving through your through your whole system. Exactly. And i want to throw in the traditional marketing combined with this is very important because email is powerful and and you can do all this, but you can also signal to then send certain types of letters and brochures or whatever to these folks based on their interests. Okay? And that gives it an even bigger hit. Because, again, a cz you mentioned, a lot of these folks are older, and this is what i call an enterprise decision in the private sector. This is not donating. Five dollars or twenty five dollars, is creating a legacy for yourself and it’s. Usually a sizable gift. Okay. Okay. So we’re not cultivating these people for for small annual gifts or something like that? No, no. And and the idea is that for enterprise decisions, people usually want, uh, some kind of printed material. They want personalization they want. A hand signed letter. You know, i always, uh i look att helling plan gives similar toe selling cars. I mean, generally, the gift size is about what a car costs and, uh, it’s a long cultivation process on dh some people by mini coopers and some people buy bentleys, right? So there’s, plenty of room in plan giving space for all the people on that entire spectrum. Give me we have just a couple minutes, and i want to get into your some of your artist work also and how that relates to this. But you mentioned that email could be a hammer what’s one way that aside from to frequent that’s that’s an easy one we know to frequent emails could be bad. What’s another way that email could be abused and turn off your prospects well, if you’re shouting ill irrelevant information at them on dh often, uh, this can relate to tax avoidance strategies. There is a certain segment of the population and plan giving donor base that is very motivated by that. And i don’t wanna offend all the folks or my potential clients. But in plain giving there’s too much of a focus on taxes or i should say, death and taxes. Yeah, that’s really not. What motivates people? It’s no it’s love of the institution. So but with the with the targeted information that you have the specific information that you have prospect by prospect you can avoid sending tax avoidance information to someone who only wants to talk about a charitable request. And the reason that they’re interested in plan giving is that they love your institution. Exactly. Okay, i’m gonna i’m gonna neo-sage go into a different direction. You’re you’re very much an artist, oil painter, musician, singer and songwriter what’s the what’s, the relationship between the arts and marketing and sales. Wow, boy, i didn’t realize you did that kind of research on me. Thank you. Put it in your bottoms and research at all. I mean, i might have to think about that a little bit off the top of your head. What’s. The relationship was voted class artist when i was a kid in high school. But that’s not so i that’s not your credential. That’s not why it’s in your bio is because in high school you were voted class artist. Now you know it’s, just something. Women on morals if that’s the case he’s been awhile there, right brained people on their left brain people. And i think in business, in marketing, in anything you do, you’ve got to be creative and and open your mind to new ideas at any moment. You really have to just kind of keep, keep trying new things and be experimental and dahna whether you’re painting or writing a song or singing a song it’s all, uh, about experiments and changing things up, tio get that harmony to be better to get that color, to be better to get something to move people in an emotional way. Bilich outstanding and that’s and that’s what we just finish talking about in in plan giving marketing. Um, what is it you love about this work, greg? Wow. It’s interesting. I was talking to our account coordinator today. Uh, we were working on a new campaign for the navy marine corps relief society, which were just so excited about this and that hole at the end of it, we spent an hour and a half in front of a huge white board we have in our office and we go through everything. Everything. Everything, and then i looked at her at the end and i said, you know, what’s so great about this is that at the end of this, we’re gonna run. We’re going to raise so much money for sailors, marines and their families isn’t that awesome? And i just got this warm feeling inside. I’m like, isn’t this great? I mean, i get paid to do this and it’s just i’m gushing because that’s it’s so fantastic. Outstanding. Greg warner is the founder of market smart, which you’ll find it. I’m marketsmart dot com on twitter he’s at greg marketsmart and you can find him in the linked in group smart plan e-giving marketers lots of smart lots of smart going on. Greg warner, thank you very much for being a guest’s. Been a real pleasure. Thanks, tony. My pleasure. Right now we’re going to take a break. You know about that. And when we come back, uh, what the heck we’ll do, tony steak too, of course is tony’s take do and then we have free radio and tv to boost online ticket sales. So stay with me e-giving didn’t think dick tooting good ending things you’re listening to the talking alternate network. E-giving cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life. We’ll answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic 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 the talking alternative network. 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. Welcome back time for tony’s take two at roughly thirty two minutes into the hour. My block this week is challenge the status quo from questioning the way you track prospect visits in your office. Teo revamping a newsletter concept maybe, or adding a theme too on annual dinner or lunch that seems to be kind of in a doldrum year after year. My urging is that you start to question, how come we do it this way? Why? Why did we do it this way and not not just accept tradition? Which, as as a ah boy scout leader told me when i was in my teens, is often a mistake made more than once? That was his definition of tradition, so i’m just charging you don’t be afraid to challenge why do we do things this way? Especially if you’re the one who’s in the trenches doing the work day after day, year after year? You have an outstanding perspective on which things aren’t working and how they might work better, and my suggestion is that you start asking questions. The ones who are crazy enough to think they can change the world are the ones who do. Oh, and in my block post there’s an apple video, which is a commercial around that exact that exact thought and the blah ge is called challenge the status quo, you’ll find it at tony martignetti dot com and that is tony’s take two for friday, january fourth, the first show of the year. I want to send some more live listener love kitakyushu, japan i hope i’m pronouncing it right we had a dispute in the in the in the studio here i went with tata kyushu, japan i hope that’s correct live listener love here’s one i know i can get laurel, maryland i hope i pronounced that right laurel marilyn live listener love and new york new york where are you? Where in new york, new york? I wish? Tweet us, use the hashtag non-profit radio and tell us where in new york, new york you are. We’re on west seventy second street right now, and i have now a pre recorded panel discussion to people from bb khan twenty twelve conference and they’re talking about how to use tv and radio for free. Teo, increase your online ticket sales amy spencer, amy spencer and kevin russell and here is that interview. Welcome to tony martignetti non-profit radio coverage of bb khan twenty twelve we’re outside washington, d c at the gaylord convention center with me now are amy spencer and kevin russell. Amy is market manager for arts and cultural at blackbaud and kevin russell is professional service. Is that’s a plural professional services manager at blackbaud he delivers multiple services professionally, maybe. Kevin welcome. Thank you for having it. It’s a pleasure to have you. Thanks for taking time on a very busy day. Problem you’re your seminar topic is pretty curious. Make your online ticket sales soar with television and radio for free. Amy, why don’t you acquaint us generally with what the possibilities are? I was sure. Well, i think the thing that people need to understand is that i have well have twelve years in background in tv, so i was the general sales manager of the tv station, so what i did was i actually set the pricing, and i’d look at thehe veils and i and i sold the inventory things like that and what people most often thought that they could come into the building and say, well, i know by law, you have to give me free advertising and you don’t they’re by n a be the national association of broadcasters, we do not have to sell to any certain group which covers non-profit so i think one of things that people need to understand is that they don’t owe you anything, however, a lot of times they would come in very entitled at times and say, here’s, what i need you to do and here’s my p s a and i want it on the air and i’d preferred in the news and if not primes, ok, well, that would get them nowhere. So the thing that i would always say is, first and foremost, you have to figure out what to leverage on the non-profit side that you could take to the tv stations, and there are a lot of different ways to do it, and i still have a few tips and tricks, but one of the things is to figure out who in the tv station you can get to know and one of them is your general manager, and one of them is your general sales manager, and you have to explain to them that you have brand equity, that they can leverage and also make money from so not unlike fund-raising this is we’re actually going build some relationships in theory. Yes. Ok. So for those organizations who picked up the phone and called me a sudden appointment, it was amazing how many of those actually got on the air and that was maybe before they even needed something from you or wanted something from her act. Oh, this relationship it is. It is one o one. So so a couple things is they need to figure out i think there are three different ways non-profits khun get on tv and or radio for free? Um one they need to look at their board. They need to figure out who was on the board and what cos those board members own and or are highly influential within. Okay, we’ll have time to go into detail. Why you took him off the other two now and then we’ll come back and teach sure three ways you can either have the board jump in and and pay for that tv time. Ok, not on your dime. The other one is to have the tv. Underwrite you and i’ll get more into the detail later, and then the other one is to work jointly with each other and bring in a sponsor on your own. Okay, kevin, you wantto you wantto say a little more about the first one working work-life king to you’re looking to your board, working with your board shorts. So as you mentioned, this is relationship building and we all know people who know people, i’m in the local market. It is likely that one of your board members does have a relationship with the television station, maybe economic relationship. Maybe they know someone who’s there, and if they’re already engaged in advertising, buys this more amy’s forte than mine, then you could piggyback on that relationship and they might make sabat in the station and you might leverage that and say what? We’re going to make this a five thousand dollar buy. But the non-profit is going to get advertising on top of that so it can maybe not a condition. But if i do this, then please help this organisation. Does everything we’re talking about today include radio also its all this and or either one cracked. Okay, okay. And if i could jump off of what kevin was saying, i, for example, if somebody on the board had a huge car dealership that the tv station was already gaining thirty, forty thousand dollars a month from, well, guess what i need to make that boardmember exceptionally happy, so when that boardmember calls me says, oh, by the way, i’m involved with his children’s charity. What i want you to do is help underwrite that in the tune of five thousand dollars. You better believe most times more often than not, that tv and radio station will figure out a way how to make that happen. Okay, therefore, that non-profit gets all the advertising for free, as you would also mentioned having the board pay for for for baez. Look at me. I’m already i feel like you guys are the guys you got, like my dad follow-up certified. Yeah. So the other thing what what you could do is you can have them leverage it. And with their media buy, for example, go back to the car dealer. I own a car dealership. I’m coming in. I’m spending thirty thousand dollars. Well, if i go ahead and guarantee you that i’m going to do that for let’s say five months, and i get a high percentage that share, then i will also say well, and in return for just handing you one hundred fifty thousand dollars, you’re going toe hand my non-profit of choice additional five thousand dollars on top of that at no charge, so you can lever to you have on your board and what they own and or have influence around. This is not unlike what we might do if we’re we’re doing our research for grantmaking we’re leveraging the board’s relationship exactly. We’re looking at the board members who are on the foundations that we’ve identified that are that air funding, the type of work we’re trying to fund, and we share that we share a list of board members of those foundations with our own board. Exactly. We’re just leveraging, okay? Um, amy, you had said something earlier about what? What the charity brings to the to the to the to the outlet, sure, beyond our relationship with boardmember in trying to create this relationship that we want to have on our own charity to out, too, to a media outlet, why don’t you say a little more about what, what we should be presenting, okay, so for example, there’s a tremendous amount of brand equity within each non-profit and you better believe that that tv and or radio station wants to partner with those non-profits for example, a stage company, they want access to their patrons, they want access to that brand equity they have in the market, and they also want access to those sponsoring that organization. So in a way that you can leverage or for example, eh? Well, let’s, let’s keep going with that stage company, for example, so so they can leverage that stage cos organization on and worked together on promotions, they also want to get their news anchors out in the market, so what they can do is they can say, okay, well, we’ll come in with a partnership with you, but our anchors are also going to open up every show they’re going to welcome the audience, see, they’re they’re looking for different ways to get out on the market as well and on that market, and so if you give them the ability to leverage their raid equity, they’re on top of okay, kevin. It sounds like the supplies in all sides, media markets, it certainly would and maybe even eat more easily in smaller markets where the community is more tight essentially and we have amy, i work primarily with cultural organization, so they have these physical places they’ve got space is their community centers where people congregate, so when the talent goes out, there might be the opening of a brand new show and it’s a big event in this small community. So the on air talent is a part that community, and they want to show their face and be there so it does scale pretty well, the larger markets, he’ll have large organizations, okay, but another point certainly related is we’re not going to the to the outlets humbly, right, men, we’re going confidently. Amy said, we have we have equity that we can leverage that’s for your benefit, right? I mean, we’re not asking hat in hand now and that’s the one thing that i found that if and when they did, some organizations actually pick up the phone, explain to me what their mission is, what they want to accomplish. It was almost in a it was not. In the way, probably, it should have been almost apologetic. It iss its goal is and i know you don’t have time and and you know why it doesn’t work so well, it doesn’t work that way don’t approach donors that way. I’m sorry to have to ask you, it probably doesn’t merit your time, but could you talk to me? You know, we don’t know what you’re in my spot at three o’clock in the morning. Please be grateful for that, but we don’t talk to funders that way. Way should be confident that we’ve got the equity as you described it. Okay? Tv underwriting. Kevin, can you can you say something about the actually metoo probably speak better than that. I can that’s that’s her background, not mine. Okay, i think you’re referencing probably the third point, which is sort of a a joint relationship between the non-profit and if you don’t have somebody on the board and organization that can help underwrite from the non-profit stand than what you can do is that if somebody came into my office is a general sales manager and said, hey, listen, ah, i don’t have five thousand dollars, i don’t have this, however, what i want to do is i have this kind of equity, teo give you and let’s use that together and go and find that sponsor and or donor together, so it is going to be the non-profit it’s going to be the tv station and then they go out, the tv station now has the ability to engage their anchors and the non-profit and you better believe that those tv and a radio stations want to look like a hero and want to have their involvement in that. So you you’ve provided that, and then the tv station also has a brand new advertisers, right? So if you go out and work together to teo, come up with us, it is no money out the non-profits dahna i mean, you know, budget whatsoever it’s out of the sponsors, and now you’ve created a throwing three pronged relationship that typically will go for years and sort of a side note for what we did at the tv station. They almost got a four to one return on investment. You hand me five thousand dollars, i’m going to give you back close to twenty just tell us what. Tv station you’re referring to, like it’s in the charleston, south carolina market. Let’s. Just put it that way. 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 hunters. 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 monty taylor. Dot com. Talking alternative radio twenty four hours a day. So i’m sorry i interrupted you anything more you want to say about that? This sort of working together, they will join you a sort of a little joint venture. Well, all i will say is that every single day we all sort of do the same. We’re trying to come up with revenue, we’re trying to meet our budgets, whether you’re non-profit or for-profit and if somebody walked in my door and said, hey, you know what i want to do? I want to help you make money and and and work with you in order to get new advertisers and sponsors, i’m gonna listen to you, and then because i control the inventory, i’m also going toe, then play with you in terms of getting you additional avails additional spots and things and some news coverage. Okay, so what now? I fear my notes from the top where are insufficient? I blended two things together, so there’s one more point, kevin wasn’t there there three things that that amy outlining the beginning and only two that we’ve talked about there through the amy outlined on the getting these basically ads for free, but part of it’s also what? We gonna do with it right? Being very strategic with how you use it was the other part of our session, which is what i’m going to do with his time. Um, in the cultural world, we’re suggesting that people should use this time that we get through any strategies to really promote ticket sales over other items and primarily pro those online. Why do you? Why do you select ticket sales over anything else that a charity might might convey? Cerini on television, we believe are really the ultimate one. Too many channel. When you’re on the internet, you can develop a relationship, you know, people sort of know who you are. You’re signing into things direct mail if you’re already in a not-for-profits database, they know who you are. But when where? On tv or radio it’s essentially an acquisition strategy or branding strategy. So these organizations, these local culture organizations, they may use these buys for branding it’s not going to do that? They’re an acquisition mode, and we want directing to buy tickets for our org’s the ticket really, is that entry into the organization we wouldn’t expect someone to hear and ad and go make a donation to a museum necessarily dahna relationship. They haven’t experienced that museum, but buying that first ticket getting through the door is what starts that process with the sorts of organizations so driving that ticket leverages the free items in acquisition, which generally has sort of with most trouble getting people for the door. Okay, maybe this is also the lowest cost entry point for for acquiring new that’s, right new donors noo noo, your supporters absolutely absolute that that single ticket might not be the ultimate lowest cost. Often, organizations have memberships that, over time would represent a better value, but in the moment it tends to be the lower cost, and some of these places are free and they’re just trying to encourage attendant so it could be a free entrance. We just need to know you’re out there. I know you want to come. Maybe you’re doing a lot of nodding. Did you want to act? No, i’m i’m for once agreeing everything what kevin is saying, okay. Dahna furtive, you work lee, charlotte area. Kevin says everything right, except the things i don’t want. We have a few more minutes left. What have i not ask you about regarding your topic that you want to share with arts and culture organization? So i don’t know there’s something even asked about. But we we just wanna let people know that there are ways to get your message out there on dh. We want our organizations to really think about what they want their customers to dio we get focused on fund-raising gonna focus on membership. We often forget that we need to recharge our donor base. Our member based with new people. We could do that for free and take advantage of it’s fantastic technology that everybody’s engaged in. We want people not to be afraid to go do it when they go to do it. Do it the right way. Use amy strategies. And it sounds like that’s sort of what motivates you around all this work? Absolutely. I explicitly asked, you know what? What do you love about the work that you’re doing? So i get to work with museums, culture organizations, people have fantastic art or, you know, help children learn every single day and my job is to bring software into these organizations so that they can use it to increase all that. So bringing in that first ticket by that first time ticket buyer is the end result of everything that i do, all of that on dh leveraging technology is, well, it’s fantastic to help the children’s touch museum that’s, right? Maybe. How about you share what you love about this work? Well, believe it or not, everything that kevin said, but what i want a message is, is there is an opportunity there, and i think automatically the non-profits think i don’t have the budget i can’t afford to be, i can’t afford a radio. Now, if you’re in the top five ten market, that may be the case. This is probably a mid market toe lower market strategy. However, there is opportunity there, and i have seen it. I’ve worked for twelve plus years with non-profits when i was at the tv station to help them do this, and i think i would just say, be bold, pick up the phone, get a relationship, explain your mission and work together, and you will absolutely reaped the rewards on this and it’s there to happen session that become is make your online ticket sales soar with television and radio for free? I think they’ve shared some outstanding ways of doing that really very simple, common sense, but things that people are not doing, certainly not doing and because they’re not aware. Amy spencer on dh kevin russell, thank you very much for being guest. Thank you, it’s. Been a real pleasure. Thanks. This is tony martignetti non-profit radio coverage of bb khan. Twenty twelve. Thanks very much for being with me and my thanks also to the people at blackbaud who helped me be there and do podcasting at their bb con conference. More live listener. Love it’s. Unbelievable. Mexico, sorocaba, brazil, beijing, china. Riverhead, new york. Right at the fork where the with the north and south fork split. Riverhead, new york. Hyattsville, maryland. La jolla, california. Live listener love tto all those cities. I want to spend a couple of minutes talking about the ira charitable roll over. This was just revived in the american taxpayer relief act of twenty twelve, which was passed by congress on january first of twenty thirteen. I love how they can play magic with the dates i actually read the act and on the title page it says legislative day, december thirty first, two thousand twelve so they just make up, you know, they were there on january first, but it was really december thirty first. I love how they could just do that. I wish i could time shift like that. This charitable rollover is really not a rollover. This is the last time i’m going to call it a roll over, right then that was the last time it’s actually a qualified charitable distribution that other word is a misnomer. So i’m not using that anymore and we shouldn’t be using it. But it’s popular it’s the vernacular and what it takes for your donors to do it is you have to be at least seventy and a half years old on the day they make their gift. The ira has to be a traditional aura roth. They have a one hundred thousand dollars per year maximum per person, not per ira that they might own, but per person and the distribution this qualified charitable distribution has to go directly from their ira to your charity. And i’m going to say a lot more about this on my block next week, which means that they’ll be more about it on tony’s take to next week and included in the block post next week eyes going to be a one pager that you can adapt for your own marketing and promotion of this of the qualified charitable distribution say, i’m avoiding saying that word, and so you’ll be able to download that and use that as well. So more about that next week. But just teo remind you, let you know that that ah specific distribution was was revived this week. All right, the rollover was revived next week. I’ll have another bb con interview leveraging your social media data to find advocates, team leaders and hidden vips with casey golden he’s, the ceo of small act, and mark davis, who worked a blackbaud also coming back with me will be our social media scientist, amy sample ward. I’m asking you again, please, pretty please, could you rate and review the showing itunes? I know, i know you don’t have to go back there. Nine thousand podcast listeners i know you don’t have to ever again if you don’t want to, but i’m asking you, please, i’m almost pleading. I am pleading, actually, i would say i’m pleading, would you make the special trip? Would you give me a one through five star rating and and maybe write a short review? But if you don’t want to write the review, just give us a rating so we can reflect the fact that there’s over nine thousand people listening, thank you very much for doing that, wishing you good luck the way performers do around the world. We have left poland were in poland for weeks now we’re in serbia, bosnia, bosnia herzegovina, montenegro and mathos because in serbian, the language of those countries break a leg is slow may nobu so for the week, i’m wittering wishing you slow me. Nobu break a leg in serbian our creative producer she’s embarrassed by it but it’s still clear meyerhoff sam liebowitz is our line producer, and this shows social media is by regina walton of organic social media, the remote producer of tony martignetti non-profit radio is john federico of the new rules, and i very much hope that you’ll be with me next friday one to two p m eastern on talking alternative broadcasting at talking alternative dot com i didn’t think they’d do you. Good ending to do. You’re listening to the talking alternate network. E-giving nothing. Cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life will answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten a m on talking alternative dot com are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications? 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 way look forward to serving you! Duitz you’re listening to talking on turn their 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 friday’s one to two eastern on talking alternative broadcasting 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 the truth. 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 know 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. Talking dot com.
Bias is apparent in The Stelter Company’s newest research report, “What Makes Them Give?” The planned giving study recommends expanding communications and outreach to younger and less loyal prospect pools than traditionally thought appropriate. Much of Stelter’s business is communications, direct marketing and outreach.
It’s in their corporate interest to encourage charities to reach out to larger pools of prospects by direct mail, email, calling and website engagement because they have business lines in all those methods.
For lots of decades, Planned Giving pros have promoted estate and retirement plan gifts to prospects in their mid-50s and over. That’s the age at which it’s been believed people generally begin to think of their long-term plans as charitable vehicles. Before then, plans are for protection of family and gifts to loved ones, for the most part.
Also, being in the will or IRA of a 40-something is less valuable than a 70- or 80-year-old because of the vastly greater likelihood that the younger person’s charitable interests will change–perhaps many times–before their death in 50 or 55 years.
Stelter’s research recommends starting promotion at age 40, claiming 60% of best prospects are age 40 to 54. That conclusion may be completely correct.
But because of the company’s bias I cannot rely on their study as evidence of trends that suggest activities that will increase Stelter’s revenue.
Along with direct and email products and campaigns, the company offers a calling program. The more people charities mail to, email and call, the more potential revenue for Stelter.
That creates researcher bias, notwithstanding the research was conducted by a different company hired and paid by Stelter.
“What Makes Them Give?” also suggests expanding Planned Giving prospect pools by setting aside beliefs about donor loyalty as a predictor of giving.
To turn prospects into donors you have to communicate with them, so larger prospect pools benefit Stelter’s bottom line.
The study includes a good number of recommendations unrelated to expanded communications and outreach, including rethinking recognition societies. Those are untainted by Stelter’s bias.
I’d love to expand Planned Giving prospecting. I really would.
We don’t yet have objective research concluding that would be a wise investment of charities’ hard-earned money and limited time.
The basic Chinese character for prosperityI recently bought breakfast pastries to bring to a client. I planned to cut them up and leave them in the office kitchen for people to munch.
When I got on my subway, an unfortunate man asked me if I have anything he could eat. I looked at my client pastry bag. I gave it to him, recognizing it means a lot more to him than it would to my clients–and me and everyone I know.
He smelled the sweet treats then started eating. This was quite a special breakfast for him, I presume.
It’s hard to remain conscious of the abundance I have and how much a minuscule fraction of it would mean to so many who are in need.
I gave the gentleman a few napkins I carry for when I’m caught short. I wanted him to enjoy his exceptional subway breakfast with the dignity that comes from not having to use his sleeve.
How special the savory almond and bittersweet chocolate croissants must have been for him. When he finished his treats he turned over his shoulder and gave me a thumbs up. I gave him an understanding wink.
Having so much, it’s easy to forget that what I take for granted would mean so, so much to someone with much less. Someone who may well be helped by the charity community I try to help.
It’s very hard to remain conscious of my abundance. I’m working on it.
Rosanna Imbriano–a true Italian–and principal of RI Consulting, encourages you to secure strategic alliances that expand your marketing and save your marketing budget–because they cost you nothing.
This segment with Rosanna has a survey. Please take a moment to answer three quick questions. You’ll find it below. Thank you! If you could also share it with other nonprofit professionals, I would appreciate it.
Claire Meyerhoff returns. She’s principal of The Planned Giving Agency and creative producer of Nonprofit Radio. This week she’s got cliches aplenty for you to avoid and simpler words to replace them with. The show’s Jargon Jail is sure to suffer overcrowding.
Create your free online surveys with SurveyMonkey, the world’s leading questionnaire tool.
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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Zoho dahna oppcoll hello and welcome to tony martignetti non-profit radio big non-profit ideas for your for the other ninety five percent. I’m the aptly named host. Oh, do i hope you were with me last week? I’d be in distress if i learned that you had missed last week’s show, which started with small shop planned e-giving claire meyerhoff is the principle of the plan giving agency and this show’s creative producer. We talked about marketing gift planning in ways that are not same old, same old for small and midsize charities. Claire turned the tables and interviewed me at last year’s national conference on philanthropic planning and last week events technology, scott koegler was with me to help you with event planning, he shared free tools to collaborate with the volunteers, employees and vendors who were putting your events together. Scott is our regular technology contributor and the editor of non-profit technology news this week aban danza alliances roseanna imbriano a true italian and principle of our eye consulting encourages you to secure strategic alliances that expand your marketing and save your marketing budget because they cost you nothing and claire’s cliches. Claire meyerhoff returns two weeks in a row it’s too much already she’s, principal of the plan giving agency on dh, still creative producer of this show this week, she’s got cliches, plenty of cliches for you to avoid and simpler words to replace them. Jargon. Jail is sure to be overcrowded this week between the guests on tony’s take to my block this week is seven tips for small shop planned e-giving. I don’t think that requires any explanation. Are you on twitter while you’re listening? If you are, use the hashtag non-profit radio to join our conversation at this moment, we take a break, and when we returned roseanna imbriano and a bonanza alliances stay with me. They couldn’t limp dick, dick tooting, getting thinking, you’re listening to the talking alternative network, itching to get anything. E-giving, you could joined the metaphysical center of new jersey and the association for hyre awareness for two exciting events this fall live just minutes from new york city in pompton plains, new jersey, dr judith orloff will address her bestseller, emotional freedom, and greg brady will discuss his latest book, deep truth living on the edge. Are you ready for twelve twenty one twelve? Save the dates. Judith orloff, october eighteenth and greg brady in november ninth and tenth. For early bird tickets, visit metaphysical center of newjersey dot, or or a h a n j dot net. Hi, i’m donna, and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream are show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life. Will answer your questions on divorce, family, court, co, parenting, personal development, new relationships, blending families and more. Dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever. Join us every monday, starting september tenth at ten a m on talking alternative dot com. You’re listening to the talking alternative network. Welcome back to big non-profit ideas for the other ninety five percent with me now is roseanna imbriano. She is a marketing strategist and consultant, she’s, the owner of our consulting, which you’ll find it r ight consulting llc dot com she is past president of the essex chapter of new jersey association of women business owners and his marketing director for the center for italian and italian american culture. Mary-jo no, senora, welcome, amjad no, tony, actually bump a gritty joe. Oh, i’m stumped already. What does that mean? Good. I mean, good afternoon. Okay. Thank you. I said, well, good one, john doe is ok. Can i use that? Anytime? Of course. Okay. There’ll be plenty of opportunities for you to correct me, so don’t don’t don’t jump it small, small things that i get the half right. Well, you’ve already tagged me as a true italian, so i have to live with that. All right, all right. We’re talking about strategic alliances. Abbondanzieri, alliances. What is your definition of a strategic alliance? Ah, a strategic alliance. Our two entities that are committed to each other’s success. It’s that simple. That simple. Okay, what do they what sort? Of things, do they do they do together? What? Where they committed to each other’s success. Well, uh, first of all, because it’s beneficial to both of them, uh, you want to start when you’re dealing with a non-profit teo, look at where are their supporters coming from eyes their common thread. Is there something that is unique to both of them? And you start to develop a plan of what do they need to do together? What are their goals? What? What were they looking to accomplish? Okay, so i put it down on paper. Okay, so we’re starting to look. We’re sorry. Look, for commonalities, something in common maybe could be same constituency could be related. Work would be one’s work and maybe one’s interest in in joining that work. But they’re not currently doing it. Would that be acceptable, partner? Yes, acceptable. Someone whose mission statement is similar. Okay, i pulled the listeners before the show and asked, have you looked outside your organization for other charities or cos you can ally yours with? And i think it’s very positive. One hundred percent said yes, they have done that. And the other option was no, i better listen to the show, hopefully people other than the survey listeners are listening to the show because it is only that i mean the survey completed because it was only a survey complete er’s then they wouldn’t be listening to the show unless they wanted to get even more than just strategic alliances from it. So hopefully there’s other people, but i’m sure there are no yes, and it also is that maybe those people who actually doing things on and have developed these strategical lines can do it more efficiently. They want to learn more exactly it’s where they’re listening to the show. What? What a business development person you are for me. Thank you. So now we have identified that we can save some money at this too. These don’t need to be costly, right? Yes. It is a miss in the marketing community. Uh, that in order to create business or create revenue, you need to throw money at marketing. Okay, you don’t really have to spend thousands of dollars. Some of it is right underneath your nose in terms of developing business, it’s just a different way of thinking outside the box. And so for little. Or no money. We can also get sort of ah, multiplier effect, because you’re going to be learning and gaining from your your alliance partner correct, i have actually had non-profits i’m working with or have worked with in the past that have increased their donations, or they’re giving ten percent with a one strategic alliance, okay? And but of course, it doesn’t end with increased giving. You could maybe increase volunteers or maybe gained new board members, right? I mean, there’s other things besides just giving go ahead so well in the nonprofit world, we’re always looking to do a lot more with less, and we all know that if you have been in non-profit you know that especially in these economic times, so you’re trying to think outside the box of what can you d’oh? How can you multiply your success? Whether it’s having people attend an event, whether it’s donations, whether its membership, um, there’s so many different ways and you can have strategic alliances in different areas, they don’t necessarily all have to result in just donations. So that’s the in the box thinking you need to step out of the box. Okay, so are there. Other things than the ones i mentioned that could be gained from a strategic alliance. Yes, um for instance, who you definitely have membership. You have donations. You have attendance at different events from you. If you’re doing a huge fundraiser, uh, and you want to have two hundred people that will how do you get for hundred people there? So it’s it’s different things that you want to look at? You wantto align yourself with maybe a different venue vendors that air providing services to the non-profit different other organizations that have the same mission statement. It’s endless. Okay, okay, way have just about a minute before a break. So why don’t we just start to talk about how do you start to find these partners? And then we’ll take a break and continue it. Okay, what i usually do when i’m working with non-profits has asked them where their supporters are coming from and kind of get a baseline of what they’ve done in the past and what they haven’t tried. And then then i go a little bit further and then start to do the creative part. Okay, the that thinking beyond what they’ve been doing, correct. Okay, all right. We’re going to take our break when we returned. La senora, the true italian. Rosana imbriano stays with me, she’s, a marketing strategist and consultant, and we’re going to continue talking about strategic alliances. Stay with us, talking alternative radio, twenty four hours a day. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna 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. We’ll discuss what you’re born, you society, politics, business and family. It’s, provocative talk for the realist and the skeptic who want to know 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, larry 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 wait! Duitz honey. Way i see the marquis. Miree tim that’s not booker t and the mgs that is michael castaldo, he’s singing brooch piela terra the theme from the godfather the reason i decided to play that is because michael introduced metoo roseanna and i wanted teo give a shout to michael. You can hear more of his music at michael castaldo dot com sabelo j c senora altum piela sabelo chairman’s what a beautiful grayce voice, of course, let’s see, i’m all i’m all a flutter now with different music. I’m i’m used to booker t and the mgs singing jelly jelly jelly roll okay, way. We’re talking about how you start too find the strategic partners are going to be that are going to be with an alliance with you. So how do we how do we get started with that? Well, we definitely have tio have a baseline when i’m working with a new non-profit you need a baseline, you need to know what they’ve done in the past and what they have not tried, according to to the strategy i implement with them and start to look at, uh, alliances that they currently have and then look at alliances that they may need to. Develop uh, i am definitely in the frame of mind to understand and teo latto isolate that this doesn’t does not need to be a process in which you need to spend a lot of money to do. You may spend the money in furthering relationships, but not necessarily to develop them on. And then once you’ve identified, you know and you’ve identified a partner, you want to know what their goals are, what goals are what your goals are. Wait, let’s, not go let’s, not go too fast. We still have to need some help identifying the right partners. You and of course, a consultant could be indispensible for this. But there are small charities that may need to do it on their own. I would think networking is a part of trying to find the right organization, right? You want to be out there in the community? Absolutely. You want to have a very professional web presence? Some of the charities that i have work with, uh, have excellent websites. Very easy to use. Very that you can maneuver and find them very easily. They have very clear, clean look, help them. Whatever makes the process simple and if you make it difficult for feeding people to find you, they’re not going to find you, obviously, and and while they’re looking for you, you could be out on the web looking for for for partners as well. How would that research where’s that research look like? Well, it depends on, you know, again identifying what you’re looking for, that’s half the battle on, once you identified the type of person that the type of alliance that you want, then it makes it easier to search the web, of course, okay, and we’ve been talking about outside partners, but this you could have an alliance with people that are already known to you, they’re just they’re not sure how to how to help you write direct or they’re not sure how to help you. So when you have these partners, they act as an advisory board as a board of directors that can help you grow your business and buy-in versa. Okay, i got to send some live listener love out. Troutdale, oregon welcome carrollton, texas welcome, dalton, georgia. Welcome, welcome live listener love going out to the pacific northwest. This and the south, mid and southeast. You talked? A little about goals. What might some of our goals of these strategic alliances b the goal for any non-profit of courses is donation worships? Uh, getting people out to events, tendencies if you have a gal, a golf outing and you have no one that comes so you know, it makes it’s no use or if you’re promoting that gal thought in three weeks before the event it’s not working, but if you take your database and within the database, you have organizations that you are aligned with that have, um, you know, an email database of ten thousand each, then multiplied your success. Okay, right. So, there’s, your multiplier, because you’re going to be sharing marketing in your example, you’re going to be sharing marketing with them, and they’ll be sharing with you and correct there’s, your there’s, your multiplayer. Okay, those of course, our relationships that are concrete that are developed and there’s a win win for both parties, right? What? So now, how do you translate some of your goals or your specific goals for the alliance into the right strategic alliance partners? Well, because you’re you’re going to determine what the goal is for both. Parties, you’re going to determine what are what are both parties looking to get out of the relationship? And is it feasible? Okay, i’m going to evaluate that over a period of time. But, i mean, as you’re doing your research to try to find the right partners, how do you go from the goal of, you know, we want more people at our golf outing next year to finding the partners that are going to help you do that to researching, you know, finding the right potential partners, right? You’re going to see if you can find the people who are commited the people who are have a vested interest in your organization in your mission and may be a partner for that particular event. A corporation, you know, a donor aa sponsor. Okay. Okay. Um and when we have identified the right alliance partner or partners, then i assume there’s some negotiation that goes on, say little about that. Yeah, you want tio? I don’t get too involved in the process. What i’d like to do is basically to write the goals down and tow. Have both parties sign it so that we know six months from now. What have we committed to and what was your portion of the deal? And what is my portion of the deal and agreed to that? Because over a period of time, people tend to forget what they promised each other, right, so and then evaluated. Okay on, we’ll get to those steps, but but the process of negotiating what’s going to be in the agreement, you know, you’ve got to give some i’ve got to give some and there’s just going, tio, we’re trying to accomplish i’m sorry. So based on what gold both parties are trying to accomplish, okay, right? And now you said you like to see this in a assigned writing should both parties actually be signing this? I believe that you should have the commitment. Yes, my my attitude has changed quite a bit over the last couple of years on that tony on ly because, like i said, i people have short memories. Sounds like you got your client’s got screwed is what you’re saying. Well, now, you know they’ll say, well, now i didn’t promise you that. Well, yes, you did. Uh, people forget what they always sit down when you’re having a meeting. And people forget so a one page document of both parties. Responsibilities signed by both parties, i think, makes more sense. Okay. And isn’t usually the executive director seo’s that you see having these conversations or is it somewhere lower or board level? What, depending on mott non-profits it’s usually the executive director? Yes. Okay. Okay. And of course, there’s an important something else you touched on evaluation, of course. So you say something about evaluating this? Well, in order for this strategic aligns tow work, both parties have to be committed. It has to be a win win if one party is winning and the other one is losing than over a period of time. It’s just going to fall apart. So you want to make sure that you evaluated every three months hyre so that neither one of the parties is wasting too much time. If the alliance is not working or if the alliance is working, just how do how do we make it work more efficiently? Okay, so we’ll go back to that written document and evaluate based on that correct and then makes the adjustment. Okay? And we can’t be afraid. Teo cut ties when things aren’t going so well, correct? There is not working for either party. It really is not it’s a waste of time and money. Okay. You have, ah, client example of successful alliance that you want to share. Yeah, actually. For the non-profit i am currently involved with, uh, which is the centre for italian? Italian american culture is an organization that has been in existence twenty one years. Um, i been in my position for the last three and a half. Last year. We were able to produce for our annual fundraiser events seventy two thousand dollars in one night. Okay. And that was significant increase, i assume, over past years, correct. It was one of the most successful in twenty one years. Okay, so it’s, not like the year before was seventy one thousand five hundred. Okay, we probably took it to the point where we did double or tripled. Um, the success. Okay. Okay. I pulled listeners for their own success around strategic alliances. And about eighty five percent said either they’ve done this either very successfully or somewhat successfully. About fifteen percent said no, not not so successful. What? What problems have you seen that we can help listeners overcome onda void when you’re developing these alliances, they both parties need to be committed. Okay, sometimes you have situations in which one party is not as committed as the other, and so there’s sort of an imbalance there. So even though even though they commit, they’re not really committed, correct? They make promises, they don’t promise, they promise and don’t deliver. Yeah, okay. Okay. So how do you how do you make sure that you’re alliance partner is serious. Ah, well, you start by choosing the right partners. It’s, just like a marriage. You start by choosing the right partner, right band. If if if. If you’re not choosing the right partner from the beginning, it really makes no difference how much effort of time or money you’re putting into it. It’s really not gonna work? So, exactly. But how do we do? Make sure that we’re getting the right partner, like instinct and research of you know what? What’s your advice around, making sure we got that right, partner. You have to kind of feel it out. It’s every every relationship is different. Every it depends on whether it’s a new relationship or something that has been there’s a history there. You have to really evaluate each individual situation is different, but you want to trust your gut instinct if your instinct for me it’s instinct, not for a lot of other people, i can pretty much read whether the relationship is going to work or not work for the non-profit or a client. Okay. On dh. Probably a good idea to maybe start small in your alliance. Start with a smaller project to do together is what i mean, something like that. Something maybe that works that way. But there many times, like in your particular industry, finding a person who has ah, ah, lot of money that they want to donate to a tower charity would be wonderful. Uh, and you know, something like that. How do you start small? You really don’t it’s a person who either want to do it or they don’t. So it’s. Very simple, simple process and my job as a consultant to these entities, there’s, just to make the process simple for both parties. Okay. Um rosanna, why don’t you share with us? What? What is what is it that you that you really love about bringing? The right parties together what really moves you about this work? Okay, we’re fortunate to live in the united states of america where non-profits thrive and that there’s a non-profit so for every mission, every possible issue out there and what what brings me the satisfaction i had for many years and continue to have a client who every christmas donates to annoy organization called oasis in patterson, and the client donates thousands of dollars every year to this non-profits the women and children could have a wonderful christmas, which they wouldn’t ordinarily have. And for me, those kind of matching up people to for a greater good is really what i live for. Ok? And how long have you been doing this work? I’ve actually been doing this all my life, but in my own business for about twelve years. All right, now you contributed to a book by new jersey women business owners. Why don’t you tell people what? What about that book and where they can find it? Okay, the book is called jersey women mean business. The big both business advice from new jersey business women owners, business owners. I’m sorry. And they could get the book at. Uh uh. Woodpecker, press dot com www dot woodpecker press dot com it is a compilation of seventy two business women across the state of new jersey. It was the brainchild of the publisher, dahna thompson. Yeah. To bring all these business women and their expert teeth to the economy and to grow the economy. Okay. Now all the contributors are not italian, though, are they? They are not, but added seventy two, we have about twenty one, twenty two women that are italian in italian american descent. Dahna third. Okay. That’s pretty good. Right? Was still still recommend the book. Okay? Yep, yep. Way. Okay, you’ll find that it woodpecker press dahna dahna thompson, by the way, is italian american. So is our editor, joyce christine. Oh, and our graphic design who person? Richelle bonem isa. So all these women together are a force to be reckoned with. Okay, alongwith you. Rosana imbriano is a marketing strategist and consultant. You’ll find her at our eye consulting. L l c dot com assume our eyes is not rhode island. That’s who’s on imbriano. Okay, it’s. Quite a coincidence. If you were in rhode island that we even better. That would be even roseanna, thank you very much for being against tony is my pleasure, it’s, always a pleasure to spend some time with you, and i think what you’re doing for non-profits is is a tremendous asset said in that industry. Oh, thank you, thank you so much, although buttering me up is not going to get you on the show. So it’s too late for that, but thank you for your kind words. I’ve gotta send live listener love, teo, somerset, new jersey, mountain view, california. Cool rest in virginia, all these different states, i love it, live listener, love out, tio, california, virginia and new jersey, where rosana imbriano was from stay with me. And when we returned, it’s tony’s, take two, and then claire’s cliches. Told you. Hi, this is nancy taito from speaks been radio speaks been radio is an exploration of the world of communication, how it happens in how to make it better, because the quality of your communication has a direct impact on the quality of your life. Tune in monday’s at two pm on talking alternative dot com, where i’ll be interviewing experts from business, academia, the arts and new thought join me mondays at two p m and get all your communications questions answered on speaks been radio. 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. 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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 if you have big ideas and an average budget tune into the way above average tony martin any non-profit radio ideo, i’m jonah helper from next-gen charity. Welcome back, it’s, time for tony’s take two at roughly thirty two minutes into the hour. My block this week is seven tips for small shop planned e-giving and i want to focus on just the very first one of those seven, which is you don’t have to be big to be successful at planned e-giving lots of opportunity in planned giving for small shops you basically to start with big quests or iras or something that’s, just simple for people to understand and easy for them to execute and that’s very common in people’s lives like a will or like an ira or a pension, and you just encourage people to include your charity buy-in one of those methods, you don’t have to have expertise and sophistication either on your board or as consultant, or even now in your development staff. I just want to break down the the perception and the myth that you have to be a big shop to be successful in plant e-giving it’s just not so, and there are six other tips for small shop planned e-giving on my block, which is that tony martignetti dot com and that is tony’s take two for friday, september twenty first, the fortieth show of the year. Now at the break, i had a text message. Someone requested that i play mala femina which again, my bad italian. But i’m gonna soon. Mala femina means bad lady and here’s our bad lady clare markoff climb arika half. How are you? Welcome. Hi, tony. Thanks for having me on the show. It’s. My pleasure always to have you back. Claire’s, of course, principal of the plant e-giving agency and she’s, creative producer of this very show. And this week we’re talking about claire’s cliches. Why are cliches bad, claire? Well, cliches, they’re bad because they’re old and they’re tired and they’re worn out and when you’re a non-profit trying to inspire people to volunteer for your cause, care about your cause and especially donate money your cause then you’re writing should not be tired and worn out. It should be fresh and vibrant and draw you in ok, but these air phrases that we phrases and sometimes just single words that we all understand that is a is a common understanding, even if there may be a little wordy. What’s what’s the problem with everybody, you know, if you’re using something that everybody, everybody grasps easily, well, you know, it depends on every single situation, so in some situations, when you have no time to think and you’re in a real hurry and, you know, a cliche is what comes to mind? Well, yeah, then just, you know, spit it out and use it and if your audience is, you know, inspired by that word great, but for the most part, what i find is that when people do use cliches and these air things like, you know, staying ahead of schedule or, you know, there’s millions of them and we’ll go through a list, but when people use cliches often times it’s just because they were in a habit, right? It’s a habit of using it and a lot of times what it signals to me is that if you’re in, like, a habit of using these phrases over and over, like, make a difference, make a difference, maybe it’s time for something new, and perhaps you need to re think your entire communications system and what you’re doing and what you’re telling people if you’re falling back all the time on cliches and jargon, okay, i assume you would you also would argue for economy of words, maybe using fewer words sometimes to say the same thing. Like you said the example you gave forget which phrases but another one at the present time or something you like. You like it exactly, because tony, think about how most people learn how to write you learn how to write when you’re in school, especially when you get to college so your college freshmen and you have to turn in a paper and the teacher wants fifteen pages. So as you write, you’re just like your so effusive you do just like all these words come out of you because, you know, gosh, i’ve gotta fill up fifteen page if i need to sound smart and important, so you start writing like that. But then when you get to the real world, not that many people are looking for a fifteen page paper from you’re either a five page paper from you, bennett, he needs five words from you write like a really nifty thing on a twitter or facebook or or in a postcard or something that you’re sending to your donors just a few lines to really? Did someone excited about something? It’s, not a fifteen page paper, even a two page paper. So economy aboard is really, really important to sort of change your whole mindset from that writing for writing sake to writing for, you know, being exciting and being interesting and really making your point in in a clear way that paints a picture in the person’s mind, okay? And you’re not being paid by the word. No, you’re not being paid by the word, not at all. A matter of fact, you should be thanking yourself is being paid for the fewer words, maybe you get a bonus instead of getting paid like, you know, ten cents a word instead, you’re getting paid like you know, one hundred dollars if you khun, if you could do it in half the words or something, if you think about if you think about okay, you want you want charity clarity, right? Hey, that’s! Good. I like that charity clarity. Okay, cool. You’re always pointing new phrase change one letter. I know charity clarity school alright. Came up with one the other day with one of my clients at the national wildlife federation and we had something that at first seemed terrible. This thing happened right with the letter we were sending out, and we thought it was a terrible thing. But then, all of a sudden, we realize, wait a minute, maybe that’s. Not a bad thing to think that through. And so the phrase we came up with horror and hope. Of course, i’m a fan of alliteration, ze mean, we’re here talking about claire’s cushions, so horror dankmyer strikes, right, right? Uh, right. So what? You’re gonna run time with something you think? Well, maybe there’s hope in this first you’re horrified, but maybe there’s, hope, horror and hope. Um, let’s. See? So your your interest in this goes back because you’re old radiohead, u did radio journalism? I mean that’s ah, you got to be concise in radio journalism, don’t you? Absolutely and that’s where? That’s where i come from, i’m a non-profit girl through and through mostly and fund-raising especially with plan giving, marketing and that’s what i do now, but my background is i was a in the broadcast duitz business, so i worked in radio news as a reporter and anchor it all news radio station, and i’ve also worked at cnn as a news writer, writing especially on some of the international shows, so but i always like to tell people, is when they say, well, gosh, i don’t think that i can explain our mission, you know, in in three sentences final it’ll go on and do that. I always say, you know what? I think if i could explain the ethiopia eritrea border conflict in three sentences and tell you the latest what’s going on with that conflict, give you some person effective and some background and what’s next, if i could do that in three seconds, if i think we could talk about your food pantry and i love your drop names to national wildlife federation, cnn, you know, so she squeezes those in there it’s but their admirable well, they’re the truth that our revolution and and that’s the thing and it’s details and and when you talk about writing details are actually what make it interesting, because as soon as i say, like i was a writer at cnn, like, you know what that means, like you picture that you’re like, wow, you know, when i see the person reading that on tv and i see the person covering that story, yes, someone has to write that. So when i say national wildlife federation that’s so it’s a big non-profit that you know, that has a has a big old mission. You know exactly what it is. So details are really important and writing rather than a bunch of fluffy. Words aren’t any details? Ok? Charity clarity what i always love about cnn is the people who write the the crawl i always admire, but the you know, for listeners, i don’t know what the crawleys keep myself out of jargon jail that that those words at the bottom of the screen that air that air crawling across and describing you said, you know, ethiopian eritrean border conflicts, but they’re doing it in the twitter space one hundred forty characters or less. That’s that’s really amazing, right? Sort of the original twitter when you think about it long before twitter, you had the crawl across the bottom of the screen and crawl started pretty much with breaking news, even in your local television station, maybe dio something going on, you would see that it would be like, you know, weather alert, you know, tornado warning in effect for these areas so that’s really where the crawl started and then when cable news became all the rage, you know, they started doing crawls to and, you know, think about the crawl right it’s like you’re listening to a story about the economy and business, but then there’s a crawl on the bottom that’s telling you like fifty other things, including the fact that lindsay lohan has been arrested again. So it’s it’s it’s the crawl you khun and she just she just hit somebody in new york city i think just just, she said, but it is always time latto proportion he was just looking for the money. Ok, well, really interesting that you’re non-profit involves lindsay lohan called go for what we were talking about the crawl and we were talking about writing for writing for broadcast and here’s the really important thing that you learn what you write in broadcasting and it’s called the teas and it’s a little thing that you say before you know what’s coming up i hate those damn things i hate that cheez its such a tease in the shadows dankmyer get you to stay tuned. For instance, i just thought someone about about writing teases and teases that’s applicability to toe like facebook and to your block and you know headlines for block to get people to come and read your block to read the post so if you tell them what’s in it, if you say like, you know, unemployment is up sixteen percent, you know, or whatever. Then then you’ve already told them the news and there’s no reason st john to read your blood if you say, if you say, you know, fascinating news about unemployment statistics coming up next, you know, like, oh, god, i need to hear that e i know you’re complaining, but the fact is that work, you’re doing a good job and they were i know i’m complaining because they work, they keep me teased and then what? I really get annoyed with me. All right? I’m so annoyed i gotta send out live listener love because got to counteract my annoyance live listener love staten island, new york welcome international china non jin welcome korea welcome korea welcome china more close to home. Welcome staten island live listener love out to those three as well as we still got california, virginia, new jersey, georgia it’s, incredible, texas okay, i feel better know the reason i don’t like to tease is because it works, but you know, what really gets me about the tease is when they tease it and then there’s the commercial break and then they don’t, then they don’t fulfill and then and then wolf blitzer teases, and then he teases it again before the next commercial. Yeah, that’s, that that is very, very annoying. And i do if i’m going to be teased like that, i want i want to pay for it. And then and then, if there’s no real payoff like if it’s the greatest thing you’ve ever seen, like the greatest video you’ve ever seen in your life, then maybe that’s one thing, but if it falls flat, which a lot of times stories d’oh, it’s like you need to deliver. So let’s, think about that in your non-profit writing. So you have a newsletter and you know, it folded up four ways, right? Put in the mailbox and then it lands on your you know, boardmember kitchen counter with all her mail, and she picks it up, right and and it’s it’s folded over his little piece of tape. So you want her to open that. So if you if it’s really like boring on the outside, well, maybe should not even gonna open it, not gonna open it for days. So the thing is to think about what’s on the outside and that little space that you have right a tease. So instead of saying like news and information inside, well, that’s real estate that you’re wasting writing teams there say, like, you know, what’s what’s, the biggest thing that’s happened lately, you know what? That was totally i just thought of that. I mean, i don’t know what your biggest thing is. So even that’s better than then news and interesting information. You look out the information, look how good clarence c i was ranting about wolf blitzer, and she brings it back to the yurt fund-raising newsletter on the kitchen table so so well, so well, adjudicator so thank you. I know i’m grossly inelegant. That’s why claire’s associated with the show to keep me in. I’d like to give a little shout out to the person who taught me everything i knew and that was built. Torrey william tory who’s, the network newscaster worked in neutral radio news and nbc and everywhere else and is a long time d c news guy. And when i was an american university in the early eighties, i’m dating myself here. Oh, my god, you’re really you’re in college in the early eighties. Oh, my god, i was in college in the early eighties, graduated college in eighty three along with my friends julie malkin and angie column these and these are all people now that work for top notch news agencies, and we were all in the same class together. We were young, twenty twenty one year old students in d c very excited about working in the business. Our teacher was built, torrey. And he came from the business which was so important, because in communications, sometimes you get these teachers that are academics, and they’ve never actually worked in the business. But bill had worked, you know, in news and was probably working at the time we had him and he would say things like the beginning of class you take, okay? Let’s say, something’s happening down on you? No dupont circle. How did you get there from here? And, you know, some of the kids to be like, well, i don’t know i’m not very good at directions, but i would raise my hand and say, oh, massachusetts having to make a left and it was it was really interesting. Way to see, like, who could be a reporter? Okay, that was you. Know it’s, that project stuff, so the writing that he taught us was great, because he would say, just say it. So the classic thing i always remembered, all right, one last shot, and then i got to just say, we got to take a break, go ahead, say it, we got to take a break, okay, we’ll make it really quick with the word used, bill said to us. Well, the last time you heard someone say, i saw three youths running down the street, youth, all right, i’m going to quibble with that one, okay, we got to take a break when we returned the way, come back with claire’s cliches, principle of the plan giving agency creative producer of this very show. You may be surprised to know that we have one, but you’re talking. You’re listening to her stay with us, talking alternative radio, twenty four hours a day. Joined the metaphysical center of new jersey and the association for hyre. Awareness for two exciting events this fall live just minutes from new york city. In pompton plains, new jersey, dr judith orloff will address her bestseller, emotional freedom, and greg brady will discuss his latest book, deep truth living on the edge. Are you ready for twelve twenty one twelve? Save the dates. Judith orloff, october eighteenth and greg brady in november ninth and tenth. For early bird tickets, visit metaphysical center of newjersey dot or or a nj dot net. 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. Dafs you’re listening to the talking alternative network. Welcome back with claire’s cliches, claire meyerhoff. And i just realized, of course mean, before every break i tease. So i’m a hypocrite. Well, learn. You learn from me. So i helped you build out the show. So i taught you about the cases on the brakes and things like that. But you did teach me that much let’s not get carried away. You talking a few things, but no, he taught me a lot about your hot considerably. Yes, my clock. My time sheet. Okay. So youth, you know, what’s. So what’s wrong with saying we do youth youth development or youth mentoring? Well, i mean, that’s. Fine, if that’s if you’re talking to another person in the nonprofit sector, so say you’re at a conference and you need someone and it’s that’s the easiest thing to say, like, well, you know what is what is? What is new beginnings all about? They see your name tag, right says you’re non-profit beginning what’s new beginnings. Hold over your development agency, that person that works in the non-profit they know immediately what that is it’s shorthand. But now when you’re in the real world, if you meet someone at a cocktail party and perhaps there your next big donor, and they say, oh, well, what do you d’oh? I haven’t non-profit called new beginnings really well, what’s that oh, used development, the person might be like let’s say they don’t work in schools or anything even remotely related to that you’re just gonna they’re gonna tune you out instead of saying, well, gosh, you know, we heat we help teenagers that are really having a rough time, and they come to a failing in school and they come to be of a program where they come every day for two hours and by the end of six weeks there, you know, now they’re they’re getting, you know, degrades and and they all have an after school job, right? A detail much richer. Um and yeah, just you, right don’t write for for people in the nonprofit world because a lot of times, you’re not talking to them, all right? Because, you know, shorthanded fine jargon is fine when you’re talking amongst yourself, and sometimes you come up with your own jargon, like like my my favorite client of the national wildlife federation, we have it, we have a term called block and it just means, like, make stuff like, like, oh, we have this new thing all of a sudden she’ll say what we need to block and that just means we know what that means, it’s like, okay, we’ve got to come up with, you know, like the mailings were going to do, and they were going to write things that were going off. We have all these things, and we already know, like what that means, but i can’t go to someone else and say, let’s, watch, right? Of course, that shorthand that we’ve come up with. Now you have a block post work together, you have a block post on this subject, which has a list of jargon, e words, a big list of words and phrases on we’re going to talk about a couple of them, but why don’t you tell people where they can see your comprehensive list of jargon offenses? Well, i’m i’m a frequent tour or sometimes frequent writer and blogger for non-profit marketing guy dot com, which is run by the marvelous stand kitty larue miller, who was really just a genius, and i tend to write for her all kinds of stuff about the media were related to the media, so i wrote a three part series recently about georgian and cliches and writing more concisely and writing more. Okay, where can we find it? Non-profit marketing died dot com mark non-profit marketing guide dot com con word not, or there may be a link to it on your i’ll have to put it on your page. Well, you’re welcome to put it on the show’s facebook page and also the show’s linked linked in group two don’t forget linked in okay, so you go if you go, you know you go to non-profit marketing guy dot com and you’ll see the block and i’m right now. In the second post, my most recent ones so titled jargon jargon, we got jargon, we just have about ninety seconds left. Claire meyerhoff what’s wrong with despite the fact that despite the fact that it’s just long it’s long, why would does anybody say that when you, when you’re talking, despite the fact that no it’s just but okay, all right, i might quibble with some of these not that one i don’t really like, despite the fact that it’s funny it’s like they were, you know, these are from bill torrey, my college teacher had these years ago. And, you know, they’re collected from different sources, like the bbc, the ap, you know, put together by some of these teachers at american university that he worked with, like lincoln, ferber and and and all those guys. So these air list just kind of had around, and he scanned them and sentence which is and wonderful service. What if we render assistance to people? What? What? Everything render assistance to, would you say, would you say i was driving down the street and i saw this poor woman and she had a flat tire, so i immediately pulled over and rendered assistance. I would not say that. I would probably say something more like help. Yeah, i pulled over and helped her system. I would even say assisted right, helped helped. Right? And the thing is, when you use long stuff like that, you know, you could put more details in there. So instead of saying i immediately pulled my car over to the side of the road, you could say, like, you know, she was she was down on her, you know? She was sitting there on the ground that she looked so sad trying to figure out daddy is jack. So i came over and helped, so i helped her way have to leave it there. Claire meyerhoff, principal of the plant e-giving agency. And this show’s creative producer clare, thank you so much for being on again. Thanks, tony it’s. Always a pleasure. My pleasure as well. Even though it’s been two weeks in a row. Still my pleasure, claire. I hope you’ll be with me next week when emily chan will return she’s one of our legal contributors she’s going to be alone. Jean will not be with her she’s from the non-profit and exempt organizations more group and she’ll have something interesting and we’ll have some fun around the law. Have you joined arlington group? You heard me mention it for pete’s sake. Join the group and i’ll stop saying it. You can post your follow-up questions and the guests will answer on the linked in group i host a podcast for the chronicle of philanthropy. It’s called fund-raising fundamentals it’s, a ten minute monthly podcast. And that one is devoted to fund-raising topics it’s on itunes, it’s. On the chronicle of philanthropy website. If you like this show, please check it out. It’s called fund-raising fundamentals wishing you good luck the way performers do around the world. I’m keeping it up. I did italian a few weeks ago. That was in boca. Lupo, remember? And the answer the answer was crappy lupo in the mouth of the wolf and let the wolf die. But since we had the real italian roseanna imbriano on today, michael castaldo helped me out and we have another version of the italian as we robbed through with the italians today, michael costello taught me in the ass of the whale and let’s. Hope you don’t take a ship which sounds much lovelier as in cool. Oh, allah bolena and the reply would be sperry. Ah, mo can oncology so i wish you this week in cool. Oh, allah bolena, i hope it’s oh, it’s comfortable in there for you, our creative producers. Claire meyerhoff. Hard to believe, but it’s true. Sam liebowitz is our producer line producer on this show. Social media is by regina walton of organic social media. The remote producer of tony martignetti non-profit radio is john federico of the new rules. Oh, how i hope that you will be with me for another live show. Next friday, one to two p, m eastern on talking alternative broadcasting. The singing live at talking alternative dot com. Dahna sending dick dick tooting, getting dink, dink, dink, dink. You’re listening to the talking alternative network. Get anything? Nothing. You could. Hi, this is nancy taito from speaks been radio speaks been radio is an exploration of the world of communication, how it happens in how to make it better, because the quality of your communication has a direct impact on the quality of your life. Tune in monday’s at two pm on talking alternative dot com, where i’ll be interviewing experts from business, academia, the arts and new thought. Join me mondays at two p m and get all your communications questions answered on speaks been radio. 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 hunters. People be better business people. You’re listening to talking on their 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. 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, stopped 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 talking.
