Nonprofit Radio for September 5, 2014: Anniversaries Are Opportunities & Work Smarter Across Email And Social Media
Big Nonprofit Ideas for the Other 95%
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My Guest:
Susan Gabriel: Anniversaries Are Opportunities

Susan Gabriel, senior associate at Cause Effective, has tips to make your anniversaries–5th or 125th–more than a night or a weekend. They are great opportunities!
Alec Stern: Work Smarter Across Email And Social Media

If you coordinate email with the social channels you’re using, people will have a better experience with your organization. Alec Stern shares his strategies, then tells the story of Constant Contact‘s birth. He’s a founding team member and vice president for strategic market development. (Recorded at the Nonprofit Technology Conference, NTC 2014.)
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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, it feels so good to be back in the studio live and i’m glad you’re with me. I’d be stricken with a para fire in jail abscess if i had to swallow the fact that you had missed today’s show anniversaries are opportunities. Susan gabriel, senior associate at cause effective has tips to make your anniversaries with her fifth or one hundred twenty fifth mohr than a night or a weekend. They are great opportunities, anniversaries are and work smarter across email and social. If you coordinate email with the social channels you’re using, people will have a better experience with your organization. Alex turn shares his strategies, then tells the story of constant contacts. Birth he’s, a founding team member there and vice president for strategic market development. My interview with alex were alec was recorded at the non-profit technology conference and t c twenty fourteen a couple months ago on tony’s take two do you know about my other show? We’re sponsored by generosity, siri’s hosting multi charity five k runs and walks i’m very glad that susan gabriel is with me here in the studio she is senior associate at cause effective, she and they provide coaching and consulting services to non-profits on resource development challenges ranging from starting or strengthening annual major donor and anniversary campaigns and increasing board fund-raising to maximizing the strategic potential of special events and anniversaries and that’s what we’re here to talk about on twitter, they are at cause effective. Susan gabriel, welcome to the show. Welcome to the studio. Thank you very much, it’s. A pleasure to be here. I’m very glad you are. I’m glad have a live guest to welcome me actually back into the studio because i’ve been away a while back i am alive your life and live alive cause effective is a non-profit itself we are. What is your work? Helping other non-profits i like to say we have to walk the talk because we are a non-profit where? Thirty, i think almost three years old now, and our mission in life is to help other non-profits build their capacity around resource development. So we’re that’s that’s key for us that we’re capacity. Builders were not the kind of consultants who come. In and do the work and leave necessarily and not so much will come in and tell you what you should do and then leave, but we really sit side by side with our clients and help figure out what are the best strategy? Is what’s going to work for you? And then we’d do an awful lot of coaching side by side, making it work, making it stick. I get a lot of requests for fund-raising consulting, how do we get to the next level? Were mostly founder funded or very small board funded. The board is not effective at fund-raising beyond e-giving from their own pockets and it’s a small boarding. And how do we get to the next level? I believe cause effective khun do exactly that can help those kinds of organisations? Absolutely, yeah, that’s a that’s a question we hear every single day because we’re kind of stuck and you know it can happen to very small founder lead organizations and it can happen very large organizations as well that we’re just stuck. We don’t know how to move it. We don’t have to move the board. We just seem to be living in the past and not be able to really diversify our income streams. We know we need to do that to be smart, to be healthy in the future. And how can we sort of unstick everything and get it moving forward a lot that that a lot that unstick ing is that they’re being stuck in event fund-raising yes, and we’re going to talk about anniversaries specifically, but that’s a lot of what i referrals that i’m asked for our you know, we have an annual gala, we do some events during the year, but we know we know like you’re saying, we know we need to diversify, but, you know, can you help us? No, i the work i do, i cannot all i can do is refer and it’s not an easy referral, so i’m really glad to have found cause effective. It’s a pleasure. I like i said, we hear a lot of that. We talk a lot about year round fund-raising relationship building, so fund-raising is it’s that old thing? Fund-raising is friendraising its building relationships with people year round, building a community of support around the organization and many many of our organizations are stuck on. The one annual event, you know, if they’ve never done outreach to individuals very often, the first thing that we think of is an event. So we do an event and we do the event year after year, and breaking down out of that model is is one of the key leverage points is i see to helping people move forward. That’s outstanding! I said, really glad to have met you and calls effective because i can refer non-profits to you and i hope they come to you were thrilled. Let’s, let’s, talk about anniversaries we have ah, there’s. A lot of potential that’s not being realized. Absolutely that that’s. That word opportunity. I told you when we chatted that that that’s, the biggest word i use around anniversaries is for some reason people pay attention when it’s your anniversary. We know when we have a birthday we have a fiftieth. You know, wedding anniversary. Whatever it is, people will drive across the country. Write to help us celebrate. So people pay attention differently when it’s the anniversary of an organisation and it’s a wonderful time to gather everybody together again. You know everybody who helped make the organization what? It was to say thank you to people to applaud too celebrate the past too, really let people know where you are now and then. Of course especially toe let everyone know what the vision is for the future and how they can be helpful. So that idea that’s one of the leverage points for me in terms of the opportunities that anniversaries provide it’s more people kind of building the team right building the bench so that more people, our thinking about us and reaching out out on our behalf and opportunities or anniversaries are a great time to do that. So clearly it’s already sounding like it’s, got to be more than an evening or even a weekend. We do a workshop very frequently that’s called more than just a party because again that’s part of that stuck thing where people think, well, it’s our anniversary so i guess we better do a neve ent we better do agulla and very often some sort of event. Regala is part of it. You’re not saying that doesn’t belong. No, no, no, no, of course not, no it’s great, you’re going to celebrate, you’re going to invite everybody around, but very often that’s just one of the things, even in smaller organizations that don’t have the resources to do, you know, seven or eight activities during the year are too completely, you know, do a re branding, which people vary off organizations very often do during the anniversary, but even just putting, you know, the fortieth anniversary logo on your website, changing the letterhead, gathering people to celebrate in a different year in a different way. And that idea, you know, looking back former honorees, former board members, former staff, volunteers, donors who were no longer with us and the sort of building back the community touching base with everybody again to say thank you, because they all helped you get you know, where you are today, but then again reenergizing those relationships, so they’re sort of part of the team moving forward. When should we start to be thinking? If we have our fifth anniversary coming up for our one hundredth anniversary coming up, when should we start the planning? Those might be different answers. I mean, if it’s your fifth anniversary, i love it if they’ll start a year out and i know that’s very difficult for smaller. Organizations, you know, very often people wake up and go oops. It’s our anniversary, we better call cause affected somebody just told me yeah, our anniversary’s coming up? Yeah, so the lead time is really, really key cause again, that possibility of reaching out and finding people and and planning, i think, is so important because, again, that that idea of opportunities we always start when we’re working with any type of an event or certain or even an anniversary campaign with your objective and way often asked the question, where do you want your organization to be at the end of the anniversary period? And that’s? Not just i want to raise ex more dollars or i wanna, you know, have three more major gifts or i want to get two more board members, which are all very, very key goals, but there could be lots of different things that you want to accomplish. A new database, a new website you created and, you know, create an advisory committee or whatever it happens to be. So we find that at the beginning of the planning session, if you’ll step back, take a breath and, you know, gather the right. Folks around the table on dh really ask ourselves that question. You know what we want to accomplish in our anniversary, or what can we do now? And what can we build in to be a little bit healthier and stronger, you know, over the next, even three to five years, outstanding. You mentioned we just have, like, a minute and a half or so before ah first break getting the right people who are who are so well now where let’s say we are the six months in advance and maybe it’s our for our audience probably more like their fifth, tenth or fifteenth or twentieth anniversary coming up. Who are some of the right people? That should be in the in those early conversations. That’s a great question and i was pretty pleased with it. I was way asked the question, who might be interested in our work? And that is very broad. Sometimes we have attention. You get stuck on the question of who can we ask for money? You know, and that’s, what will happen if we’re just having one event who might be should be could be interested in supporting our work in some former fashion and then looking at that university people and inviting, as many of you know, representatives from those various groups around the table to do a big brainstorm with us and think together with us about how the organization can meet its goals in the anniversary. And then, of course, ultimately, we hope those people will continue to be part of the solution right part of the team that continues to make the cancerversary a success. This could even be community members, absolutely volunteers, parents, alumni program participants, local vendors. You know, the insurance guy that you know, boardmember sze funders, whatever makes sense, a lot of, you know, government folks are government allies, bring him around the table, and if it makes sense it’s case by case. But you mentioned funders that’s an interesting yeah, funders past current finders there. Well, if they’re interested, right funders future, if you can get them there, you know, potential board members, potential funders, absolute. What a wonderful way to engage them in the work with you. We have to go away for a couple of minutes when we come back. Susan, i’m going to keep talking about anniversaries as opportunities. Stay with us. You didn’t think that shooting getting dink dink dink, you’re listening to the talking alternative network to get you thinking. Dahna cubine this’s, the cook, said about bush senior wear hosting, part of my french new york city, or guests come from all over the world, from mali to new caledonia. From paris to keep back french is a common language. Yes, they all come from different cultures, background or countries, and it common desires to make new york they’re home. Listen to them. Share this story. Join us. Pardon my french new york city every monday from one to two p, m. 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 to seven to 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. You’re listening to the talking alternative network. Welcome back to big non-profit ideas for the other ninety five percent. We got to do live listener love because it’s so been so weak many weeks that i haven’t been able to let’s start here in the us. Shelby, north carolina, levittown, new york and new york, new york live listener love to you also langley, canada in british columbia live listen, love up there, let’s, go abroad several in japan we see tokyo, but there are several others masked or hidden for some reason. Konnichiwa, sweden, paris, france we have a guest live. Listen, love susan, please, for paris, france got you italian, mexico city, mexico. Hola. So korea and inchon, korea also on your haserot our anniversary very impressive. You’re beautiful. Yeah. Finders all with the new york accent. You lost your accent for the for there are parisian er’s. Um, the anniversary it is not well, we already said doesn’t even have to be weekend, but it could be months, right? This could be a long term affair. Could be long term affair could be twelve to eighteen months. Easily, it could easily be even a two or three year campaign. I mean, many larger we’re going to do? And you said you said when do we need to start planning? So if you’re planning an anniversary campaign where you want to raise, you know, five, ten, fifty million dollars you need to start way up front, you know, again, who are the right people? What are the right goals? First of all, who are the right people that we need to gather around to help us reach those goals? And the whole idea of a silent portion of that, you know, campaign before it goes public on raising a lot of money and awareness and getting the branding and the messaging straight before we ever, you know, take it live so it could easily be a year to even two years of planning. I love that it’s not just around fund-raising there all the stuff that you mentioned before the break, like new new database rebranding, i guess it could even be evaluating your mission statement. Perhaps you know, the core values, things. I mean, there’s. A lot of a lot of opportunity here having nothing to do with fund-raising or volunteer recruitment per se, right? Yeah, a lot of organizations do that kind of. Work, they’re doing a strategic planning process right before an anniversary is a great idea if you can pull it off, we do a little mini strategic planning is part of our work with organizations because we do want to take a breath and step back and say, you know, where are we where we go and what do we need in order to be able to get there? What are we trying to build hutu meaning on the team? What kind of resource is will we need to really to really be able to get there? S o but a lot of organizations do doing a formal strategic planning process right before an anniversary before they because that tells them where they need to go on the kind of objectives that they need to have, and it can be programmatic. Absolutely, it could be building the capacity of the infrastructure of the organization, and it is related to fund-raising because if you want to start a new program or, you know, beef up a program you’re going to need, the resource is in order to do that, and you’re going to need that, you know, the human resource is as well, including the people on your board and we have all these people together. Are we proposing things that we would like to be our goals at the end of the anniversary? We’re also listening to what they think we should be doing exactly both. I think i think, you know, because some of these people don’t know what’s really, really well and part of what we want to do, gathering them around the table is to get to know them better and have them get to know us better. I think tow walk into an anniversary planning process like that with a pretty good idea of where you’re going, what you as an internal team think your goal should be, um, and presented to them and share it with them, certainly for feedback. You want to hear what they have to say, but you especially want to here with them in terms of messaging and what might be meaningful to them and people like them in terms of engaging them in the way we want, you know, we want to have a relationship with these folks ongoing. So what would that look like? Please tell us what kind. Of messages you would need from us, our communications, or what kind of events and activities would be most meaning bill to you and people like you. Now you make just slip down a little bit. Yeah, there we go. I want you to be comfortable, okay? And i want people to be able to hear you, um, goals these need to be. I hear this from a lot of guests, but we’re going to reinforce because it’s been a while. Measurable, right? I mean, we talk about smart goals specific, measurable, achievable, and i forget they are in the team, all of those things. But we want, you know, like numbers of new donors. Perhaps if we were talking about fund-raising and maybe what sectors they come from potential channels. I’m glad you said sectors, because that, yes, measurable is really, really important. Just that old adage. Write what what gets measured gets done so as specific as you can make goals, you can say we want to raise more money, and if you raise an extra dollar you’ve, you’ve succeeded. But if you say, i really want to build our major donor effort and we now have five people giving us ten thousand plus and by the end of the anniversary period, we wantto have twenty five, people e-giving us that amount. That’s very, very clear. And justus, you said tony it’s measurable, so we want to be able to celebrate. You do want the goals to be realistic. You can’t be pie in the sky because you want your team to feel really, really good at the end of it. Like we we definitely succeeded. We definitely took the organization forward because that’s a very motivational to keep people engaged. If this is our fifth or tenth anniversary, what do you think are some some reasonable goals? I think you know it’s, our favorite answer at cause of activity. Thanks. It really depends on where the organization is, right? Tell us a story can share a client story about an organization that exploited its its anniversary and did. Well, um, sure, i can. I worked with a dance company whose board was lovely and very committed, but not used at all to reaching out on behalf of the organization and really serving as the face of the organization. The chair was knew he’d never been a chair. Before, it was a lot of work to do in terms of sort of building that second, that second team and by the end of the anniversary period and in fact, during the brainstorming session which i led for them, three meetings of pulling, you know, gathering all those folks, those disparate folks around the table, they had three new board members who were very active and you mentioned before from sectors came from different sectors of the economy. So they brought different collectivity and networks with them, and they’re in a much different place. The board chair, i can say, is doing a terrific job. He knows exactly what he’s after now and he’s out there, you know, introducing the organization to new people into new board members and getting you know it also having a lot of fun. Outstanding. What anniversary was that for them? Ten. Now you have your own background in the arts. I d’oh what? You are an actor. I was. Does that help you in your work? Certainly. With the arts organizations i use you mentioned that it wasn’t in my bio on the on the website. We do put it in my bio. When, when we’re ah reaching out to arts organizations because we, you know, we think they find it that’s fine, i have about half a dozen different bios, one emphasizes standup comedy, one emphasizes plans giving charity registration, exactly downplay everything because i’m embarrassed fundez organization, you know, whatever. So yeah, i have a lot of bios is, well, yeah, i understand it certainly helps me in my training work. We do a lot of workshops, we do a lot of training, you know, in front of boards of directors and engaging people, and being funny and and entertaining is certainly eyes, certainly helpful in that in that work. Yeah, there’s quite a bit of don’t dole training a lot of doll out there. There’s a lot of dollars is a lot of people are paying for it. Unfortunately, most of what we do is free, so i’m really glad that you made that point. You can get entertaining, entertaining smart people for free, excellent. After we have our goals, where what’s our next step in our planning, i think it’s the team again, it’s, who were those people? Who do we need on the team to actualize those goals? Xero an anniversary committee we’re talking about now? I think so. Okay, you start with the internal sort of, i call it the internal working group, but the internal team and then you go external when you’re ready, when you have your your goal is pretty much said, and you know where you’re headed, you’re going to gather the people together that you think can can get you there and his divers a group as possible because they all bring different skills, different connectivity, you know, different levels of commitment, but i think that’s key that’s one of the leverage points in terms of taking your organization to the next level is building the group of people who are serving as ambassadors and thought partners, and ultimately, you know, donors and supporters for your organization, the more people we have i mentioned earlier that idea of a community of support, the more people we have in that community, that air reaching out on our behalf. The bigger and bigger that community gets, and then we can really create a sustainable fund-raising model and it’s, not the same people asking the same people over and over and over again. Now, obviously, we have to take care of them on the other side, the’s a relation in ships with riel humans so we can reach out and raises over exactly if we just forget about them. We can’t expect them to be there the following year if we don’t take good care of them, let them engage otherwise it’s, poor relationship building and exactly were suffering in a lot of more fundamental ways than not getting the most out of our anniversary. Yeah, exactly. Presumably you would’ve invited to these initial meetings some of the people that you’d liketo see on the anniversary committee and you could be gauging their interest in doing that from the from the early meetings. Exactly a lot of those jobs that you is that old, i think it’s a dale carnegie thing of when you ask people for money, they give you advice. But when you ask people for advice very often it leads. It leads to money. So when you pull people together. It’s really? We just want to think together with you we want to get your thoughts. We want your ideas, but part of that is that you’re cultivating them. They’re getting to know its justus you said they’re getting to know you, you’re getting to know them. And very often people who have who have come for these brainstorms they will. Now what do i do? How can how can i help? Because this is great. The other thing is, is getting them asking other people for advice, an anniversary or kind of any day of the week is a good time to ask people for who should we be talking to? You know, if you’re not interested or if you are interested, who else do you know who might be interested to give us a little advice about something? Sametz spur, tease? Open a door for us or, you know, help us with our marketing or the right, you know, crafting the right messages or whatever people there’s a lot of different ways. That’s another thing i like to remember and share there’s a lot of different ways for people to be helpful to our organization’s. Not just money. Absolutely. We have our committee. Now together we start assigning roles, responsibilities, leadership, etcetera and my right. Or have i skipped anything? I don’t think so. I think that’s it. Okay. You have your goals depending. I mean, we’ve run one hundred fiftieth anniversary campaigns where there were seven different subcommittees. You no one was marketing. One was community outreach. One was fund-raising, etcetera, and smart. You know, smaller organizations where everybody’s in the same room together. But division of labour is definitely important if you can get volunteermatch leaders that you feel really comfortable working with to take on certain bits of this work, especially in a small ah, you know, not so well staffed organization that can be really crucial if somebody’ll take ahold of one of the pieces of it and run with it. And then you can sort of be the little wheel that that manages the big wheel instead of trying to manage, you know, seventy five different pieces. Who’s who’s who is shepherding this entire activities? This. And is there an honorary chair? Well, maybe not the honorary chair. Was there there’s an anniversary chair person. It was a volunteer or remember what again, adding, it depends very it depends on the organization and the structure of the organization sometimes it’s, the executive director who’s sort of keeping all the wheels moving if there’s a development director, very often it’s his or her job to do that in terms of leadership and sort of inspiring the group very often, it is that share of the anniversary who’s actually doing the outreach to especially high level folks, if it’s a big ask whatever that amount is very often it’s that person that we’re looking to teo to provide that leadership i’m i’m doing this, i believe in this this is a great opportunity, wonderful organization, and i’m asking you to join me, which is a very powerful and different message than coming from, you know, the development director who who works at the organization, so we love it when we get that peer-to-peer outreach and asking from members of the of the committee and those leaders, you’re absolutely right. Those leaders are key and making sure that it’s successful, what are some of the fun activities events that you’ve seen around around anniversaries? Oh well, you know, amazing things, carnivals and you know different things that people have done with auctions. People we have a wonderful group that i’m working with it. The heart of their mission is is volunteers corporate volunteers reading to young people on their lunch hour? They literally dropped down out of their offices for an hour and reid to the same child week after week. Can i plug them? You go, it’s called read ahead and they are read ahead and they are terrific and they’re inviting celebrity readers. And we had bobby kind of ali at the event last year and he did a wonderful job doing doing his reading from a children’s book. So something that’s very mission centric is is is most profound. I think the worst thing in the world you want to somebody leaves an event of any kind, but certainly your anniversary goes around to the office the next day and says, wow, i went to this great event, you know, it was on a yacht or whatever it was, and somebody says, oh, what group was it for? E? I don’t know it’s something to do with kids, you know? You know? So you really want people to be steeped. In the heart of your work, when they walk out and have a wonderful, enjoyable time, you mentioned quickly look focused a little more on some of the communications that might be different for around anniversary. You have f some advice around the marketing communications part ah, tiny things specifically, mostly it’s, that issue of just making sure everybody knows it’s your anniversary, that idea of inviting them in ah it’s a celebration we want to hear from you come in and be with us. Come to a you know, come to a barbecue in the summer aura, you know, holiday party in december. That idea of really thanking people and it’s very warm and that kind of outreach and also being very specific about about where you’re going and how people can be helpful, i think cause effective has some events coming up that i think we wantto give a little shout out for. Thank you. We do. We have. Ah, we do a lot of the workshops. Thanks, tio. Various and other organizations with which we partner. We have ah, works up. Coming up on october fifteenth at the foundation center and that’s about the development team building. A strong development team between the development department, the executive director and the board and even the program’s staff. And we have a lovely workshops around building your board’s ability to fundraise that we’re doing in partnership with the non-profit coordinating committee and city foundation. And that is taking there’s one in october in in brooklyn and there’s, no one in long island and one in connecticut. Where can we find information on cause effective site on the cause, effective site or and or on the non-profit coordinating committees site for the ones for their or foundation center for the first foundation center for the first one? We do usually three or four workshops there. Ah year. So i’ve coming back. I’ve done training there, too, on plant giving in charity restriction. Not boring, not boring, not boring. That’s what people said, i’m convinced already. Thank you, susan gabriel. She is senior associate, senior associate at cause effective. You’ll find them on twitter at cause effective. And the cost effective website is as effective dot org’s susan gabriel. Thank you very much. Terrific advice. Thank you so much is absolutely my pleasure. Pleasure. Oh, thank you. Thank you very much. Generosity siri’s you know about them, they host the multi charity five k runs and walks and they are a sponsor and so i have to give them shout out what is special about this is that small and midsize shops probably likely can’t generate enough activity enough participants to have your own run walk. You know you can’t go out there with fielding twenty people everybody’s going tto gett there and say, where’s, the party, but you put together a dozen or fifteen charities, and everybody brings twenty or so, and now you’ve got three hundred fifteen times twenty yeah, three hundred or so. So you know, i i just i love the concept of building this community for a day around your fund-raising they have a charity support team that helps you do the fund-raising of course, you get the, you know, you get the dashboard to get the website and everything so that your participants can go and they they in classic peer-to-peer fashion, you know, they ask all their friends, of course that’s all included in what what generosity siri’s does. I like to talk to people on the phone and so ah, you know, pick up the phone, talk to dave lynn he’s, the ceo. They have activities coming up in new jersey, miami, new york city and philadelphia. There are seven, one eight five o six. Nine, triple seven if you prefer the web generosity siri’s dot com do you know about my other show? It is fund-raising fundamentals. It’s, a podcast that i host for the chronicle of philanthropy. It’s very different than non-profit radio it’s it’s quick, quick burst it’s only ten minutes long, it’s a monthly and its devoted to fund-raising topics i usually have a consultant and one of the charities that they’re working with or a client you know, client or former client last month was getting large corporate gif ts we had the president of the wells fargo foundation and the ceo of accelerated schools in los angeles, one of the wells fargo grantees. Ah, i’ve done facebook fund-raising with john hayden getting to the next level online storytelling attracting monthly recurring gif ts creative lacoste thank you’s, lots of others i’ve been doing this for about two and a half years for the chronicle. You will it. It is called fund-raising fundamentals information? Is that tony martignetti? Dot com and so so on itunes and that is tony’s take two for friday, fifth of september thirty fifth show of the year here’s my recording with alex, turn on working smarter across email and your social channels. Welcome to tony martignetti non-profit radio coverage of ntcdinosaur non-profit technology conference two thousand fourteen we’re at the marriott wardman park hotel in washington, d c with me is alex turn he is remember the founding team and vice president for strategic market development at constant contact, alex turned welcome to the show. Thank you, tony. Pleasure to have you your workshop topic eyes grow your non-profit with email and social media, i presume we could be smarter non-profits could be smarter about working across on coordinating email and social. Yeah, for sure that there’s a lot of opportunity with the different channels that are out there today, and i think, you know, email is that targeted kind of private conversation i’ve given you my email address and your now reaching out, communicating to make there’s that opportunity where, you know, where’s, the supporters, the constituents of that non-profit hanging out and oftentimes it’s on those social channels, so when you think of the marketing mix there’s there’s, a wide variety of those options each non-profit for-profit i’ll figure out kind of which channel works for them and where their base is hanging out, but you can you can sort of leverage that communication, get in the conversation and share the things both in email and then replicate those over on the social channel so they may miss it in the inbox and pick it up on those social channels. And how do you know which which social channels you should be spending your time on? Yeah, so that’s a great question, i think, you know, oftentimes non-profits, you know, say, well, no, should i be on all of them? The best thing is really to sort of pick a channel where they believe that their constituents or hang out, they could certainly ask them, you know, are you on facebook? Are you on linked in twitter and so forth, and then test test their way and figure out when those channels get a presence on that start toe post? You know, some of their communications, some of their thoughts, and then really just see the engagement that starts to happen. And then once they kind of get a channel down, then they can look at which other ones make sense to expand on. Okay, so this has to be deliberate and unconscious and not it’s new, so we should be there. Yeah, i think, you know, you know, there’s an investment in terms of your time, for sure as you’re supporting these because you’re, you know, at your inn a conversation so it’s not just sending out of communication and, like you would say for an email that’s going to send in someone’s inbox their going to read it, and they’re going to take action. You’re in a conversation certainly is that expands over onto social and so in supporting that, you just we’ll figure out which ones work on and spend and invest more time in those if that’s where your constituents or hanging out ok, and then you’re good the the value in converting from the from the from the conversation on the social network two two as you call it it’s exactly the private conversation and email, right. And what? How do we how do we make that we start to make that leap? Yes, i think. You know, the as non-profits air supporting their customers and being, you know, all different constituents. So it’s it’s donors, it’s, boar, it’s, their board, it’s, their volunteers, supporters, there’s a whole wide right of different folks that are kind of involved with that. Non-profit and so as they’re in the conversation, say, on social, they could do they ask, you know, at that point to say, hey, you know, would you want to subscribe to receive our our newsletter, and then, you know, when they do that, they can set the expectation in frequency to say, well, our monthly news that air around events, you’re special events, news, you know, alerts about what’s going on with the non-profit and so oftentimes if they get in the conversation on one of the social channels that usually will drive them to want to, you know, go over and subscribe therese, receive some other information via email and so forth. And you suggested in that example you just gave making the case in even in let’s say it’s, even just a twitter ask, but making the case for why you should sign up, not just sign up for our email ar e mail alerts yeah, i think you know, the, you know, from the recipients perspective, you know, that being the constituent, they’re going to make decisions around what they’re where they’re going to sort of of hang out, and if they believe in what the organization is doing there supporting it, they like they like kind of the work that you’re doing there, hanging on those social channels just simply by asking its and sort of setting the expectation of what they would get if they were to subscribe through, you know, you know, the email newsletter, then they go over and and so then you’re going to meet their expectations because, you know, kind of told him i had a time what the what to expect? Yeah, it’s subsumed in everything we’re talking about, but let’s make it explicit. Email is still very valuable for for campaigns of any type, whether it’s money or call to action email is very important, right? Yeah. There’s, no question. You know, when you when you think about sort of the targeted nature of that’s going into the in box, they can take take action with that, you know, with the push of the button receiving that they can go and donate that can click toe, attend the event and very easily with the click of a button, share that to their social channels. So you get the leverage of it’s, sort of a trusted source. I believe in this organization, ivan affinity with with it. And i’ve got a bunch of friends and people that are sort of following me on my channels. So literally push of a button, share it out to my social channels. And then that could engage others to want to take a look at the organization and it’s coming for me. I could put a note. Say, hey, this is that organization i told you about let’s all go gather together, go to the park and teo, you know, the spring cleaning event or attend attend event. You know what? Do you guys consider making a donation as well? So i could be doing and ask of my friends simply by taking the email that’s in my in box and informing that on an email still has very high open rates. Yeah. Still valuable in that respect. Yeah. Eso, you know, certainly with, you know, with constant contact. We’re seeing over ninety eight percent, you know, kind of in the inbox and readable format, so, you know, the great thing is it’s getting there, and then they can easily take action from from that email. What about if listeners are our audiences about nine thousand small and midsize non-profits what about the, uh, millennials? Younger? Like suppose you’re trying to activate, like, i don’t know, fifteen to twenty five year olds or so is email less less? Uh, well, lower open rates among those ages for email and mobile becomes more important. Mobile in text. Yes, i think just across the board mobile in general, about fifty one percent. You know, recent studies say about fifty one percent are sort of opening those emails through through mobile initially, so, you know, kind of half the people are looking at on a mobile device on dso, a cz faras where, you know again, where’s, the audience of that non-profit hanging out potentially the millennials have you on some of the social channels, but you have that opportunity to do the ask on dh as you engage with them to have them subscribe in of course, then they would be able to get their communications v e mail as well. So, so, really it’s a personal preference, you asking you? And if email is not my, not the way i want to communicate with you, i won’t subscribe, and i’ll stick with the channels where we’re having the conversation right, exactly. Okay, um let’s, i know we need teo. We need to go to a lot more detail on, you know, leave. Leave listeners with something they can not necessarily execute, but least test on. Dh. Think about sure as they is there in their social channels and coordinating with email. So what? What? What about your your panel? Is that your i’m sorry, your workshop already already happened. What? What advice did you have for people that we can leave listeners with get them thinking about their own work? Yeah. It’s ah, there’s a lot of places we go with that i think they know there’s some there’s, some kind of key things to sort of take away. I think first, you know, when people were thinking about moving on to social channels and, you know, in my session, folks or start asking kind of which channels or should we get going and others who would be broader and you’re kind of the things we talked about earlier, i think one of the things that, you know, testing their way and again ist is figure out, sort of which of those channels when creating when creating their communications, for example, email there’s. That there’s the ability with one click for my creation of that email toe push those out to the social channels, but i think, you know, for example, fired five tips to why they should support my non-profit i could easily hit a button and share those on the channels that that we’re supporting is a non-profit but if you think about that, if i had these five tips, one thing you could do is, for example, on twitter, maybe do one tip today, right? So take spread those five out into five tweets on dh then so of course, with the same, you know, called action where, then go and see the others if they’d like. So then you have the opportunity and potentially catch someone who may not be on the channels when you’ve put that initial communication out through it. But now you have an opportunity, maybe catch him, you know, because they’re hanging out at the time when one of those additional sort of tweets happened, so i think there’s ways to take take the communication and share it, but also take the content and think about ways to sort of divide that up on dh. Use it effectively across the different channels, okay, um also value in sharing the content that others that others have created maybe an ally. I’m not thinking simply adjust the the retweet, but maybe going deeper and introducing people teo on allied organization that those similar type works maybe in a different part of the country. Or you’ve got a relationship, perhaps on a different level, with an organization sharing their content introducing. And i think at that point you become an introducer of people you’re making making new connections value there, too, and you don’t always have to create your own content. Yeah, so one of the big questions is always around content, and i think you could certainly be developing it on your own because, you know, you could be our authentic self is a non-profit you can talk to the audience about the things that you’re doing, but i think there’s so many constituents right under your soda under your nose that can support support your content as well. So you think about boardmember tze you could think about your supporters, your volunteers, the folks that are actually delivering the services on your behalf and, of course the recipient of those services so there’s, so many different folks that could actually be assisting in writing and developing some content, putting it sort of in the voice of the receiver of service, is that the ones who are actually delivering it? Staff, i mean, there’s there’s, sort of all of those things. But, you know, oftentimes there are complimentary non-profits there’s also different advocacy groups and folks that are talking about the similar topics that you would be supporting us a non-profit and so we would always suggest you could go read some of the content that’s out there and then put some opener in your own words when you’re attaching or sharing some of those things. So from a thought leadership perspective, here’s, why, i think it’s important for you as a supporter of our organization to read that information in terms of the your various internal constituents. How do you how do you empower them? Tio? Be content creators and enable them? And where does that stop, mister? Start with leadership, right? But how do we had a week persuade them that they can create through the content for us? Well, i think you know there’s. There’s a lot of different ways, tiu that ask sometimes you can just start simply by serving out, you know, asking for feedback, right? Few backs, a gift, so just going out to the recipient services and getting their feedback and then sometimes sharing back hey, you know, maybe we maybe we made an adjustment to some of the services were providing or we added another, you know, clean the park day because people said it was so great will want to do more of it. And so, you know, just simply by surveying, getting that feedback and saying, hey, we we heard you were going to add another day, and this was based on the feedback that provided by you are our supporters at the same time, when you’re thinking about your different constituents, anyone receiving services, you know, that gets to sort of the heartstrings of hearing from someone who, you know, i may be made a donation, that person received these services and what it did to them and their family, and then seeing seeing kind of the impact of what i’ve done with the delivery of those services, you know, is a real feel good and so, you know, they’ll be happy to share that, you know, they’re sort of their experiences staff and others that are delivering the services would want to share their experiences in doing so, and that certainly doesn’t feel good there as well. And then you kind of move around those different constituents, the just simply by asking, you know, you’ll find that several people, you know, believing in the organization will want to sort of tell their story from their vantage point. I think volunteers is just another great way where, you know, they’re they’re investing their time, they’re bringing their friends along to assist in volunteering and helping as well. And then, you know, they’re constantly and not even with the ass. They’re constantly always going to be sharing, you know, they attended the event that took photos, they want to post those they want to just talk about, you know, kind of the great experience, they’re they’re investing their limited time, we all have limited time, right? And so and they’re going, they’re going to sort of share on their own. But when you ask, you know, there’s, certainly i would feel good if the organization came to me and said they would love to get your thoughts. You know, do you mind telling us a little bit about your experiences with supporting the organization or volunteering? And people are happy to do that. This is going to require, ah, maybe a cultural shift in the organization. Our content is no longer just created by our web team, our web web person with, with, you know, in a small bits i shot, that could be one person. Dafs you’re listening to the talking alternative network. Yeah. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. 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. Talking alternative radio twenty four hours a day. I’m rob mitchell, ceo of atlas, of giving. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. We’re going tow, tow open, open up the culture, right? Yeah, i think you know it. It’s sometimes it’s an ah ha moment. You know, i actually helped start a couple of non-profits a cz well, sit on some boards and when we have these conversations, it’s sort of like, oh, ok, now i get it, you know, i didn’t even think of them as as opportunity for presenting some content for that we could be sharing. So it is a little bit of a shift. I mean, oftentimes you go rightto folks in marketing or on the content team and you know where they’re just going to be cranking out some of that content. But now they these two can reach out and find some other constituents that will assist. And i had a guest yesterday make the point that you have ah, production facility in your pocket with your average smartphone. Why not? We’re not empower people who are carrying those phones. Teo, his case was make a short video, right? So, you know, i think, yeah, the other thing, you could have some fun with it. So you know, there might be a contest around the organization. Was doing something where they’re like they wanted people to create t shirts, you know, or maybe some some branding around the organization, and so they have a contest and everyone starts creating those. Of course they’re going to want to share the ones that they’ve created they might may have. Well, here’s the top ten list or here’s the winner, of course. What are they going to do there? Want to tell everyone and share it on on their social networks? They look, check it out. My shirt wanted this contest at the local non-profit and so you could have some fun with different different ways to engage them. You probably have an interesting story. A founding team member of constant contact, constant contacts, pretty well known organization, which i’m sure you’re very pleased with. Yeah. What, what? When? When was i mint twisted in the founding of ah, such a ubiquitous company. When? When was the founding s so how did it come around? Sure. So, you know, from day one there was actually there’s three of us in an attic when we started. And then we quickly sort of banded together a great, great leadership team and others toe sort of help in sort of the founding of the organization. When was this? Where with a what year was this the ninety seven and ninety seven beginning in ninety eight? Okay, and so from day one there was obviously with with many of us there was, ah, sort of a passion to want to be involved with. Non-profits and we’ve we’ve supported non-profits from the get go, we’ve gotta cares for kids program where our customers are, partners are employees can all donate an account two of two non-profits that that are near and dear to them on, and certainly once that where they’re sort of supporting educational programs for kids. So we’ve been really active and involved there. Hyre and so today we have over a hundred thousand non-profits that we work with and so it’s, you know, obviously very key key part of the business and, you know, when we started early, i think, you know, one of the early premises were level the playing field for smaller organizations to be able to use the tools that you know, like email marketing against sort of the big box in the agencies and folks that we’re doing for for larger org’s yeah, what landscape looked like at that time, late ninety seven, ninety eight what was available before there was constant contact s o there were certainly some things that were being done on the enterprise, you know, kind of sort of upper end of the market for larger businesses, but there wasn’t present much for smaller, smaller organizations and non-profits and so, you know, at that time and still we see it today, ah, little bit where the inbox, you know, they were using some of their inboxes, you know, sending group based messages and attaching things to those and of course, all the problems that sort of ensued with using that as a marketing channel. And so, you know, as we evolved and creating this very easy to you sort of self self service tool, but but bringing in all of the thought leadership, the know how in the coaching to assist folks because, you know, we have over six hundred thousand customers today, and they’re all small businesses, you know, seventy percent have ten employees or less, you know, fifty per cent of two and twenty percent have one employee, so we’re dealing. With the v in very small, fifty percent have to two employees. Yeah, okay. And so, of course, in the non-profits scenario, there’s a lot of volunteers and other stepping in. And so we had to tow really figure out sort of that success formula. Tio, make sure that teach him how to do it well and help help them succeed at it. And now you have consultants who are who help help do the training. Yeah. So there s oh, there’s all kinds of way that we will assist them today. Last year, we spoke toe over four hundred thousand people locally. So we did about seven thousand events delivered by folks that we have out regional development directors in the field, but also we have authorized local experts that that air trained upto speaking as well and so we’re out, sort of in the communities delivering that thought leadership and best practices. Tto help folks succeed at that. And of course, if someone raises their hand and said, you know, i need assistance, you know, we have marketing coaches that are gonna help them, you know, as they initially get started, we’ve got, you know, sort of support. Any time where they can call on get assistance that way. But if they really do need someone to assist, we’ve got, you know, thousands of consultants that are local, and many that are also, you know, focused in different verticals that can assist them. I want to give a shout to ah maria simple, who is unauthorized local expert she’s a listeners know her very well she’s monthly contributor in prospect research, but she also is unauthorized local expert for constant contact. So i think if you’re thinking about constant contact, you’d like to learn more that no better place to start, maria simple and you can certainly get her through the show’s facebook page through my blaga tony martignetti dot com or her sight, which is the prospect finder dot com super yeah, she’s outstanding. Yeah, so glad she’s part of the show and has been for we’ll be a year and a half or two years, so yeah, um, let’s go back. Teo. Teo to your workshop. Back-up what? What more advice can we believe non-profits with you must have other tips. Things you take aways that you want to share? Yes, i think they’re a couple. Of you know, in terms of what we’re talking about content, i think one of the things today more so than ever, given that, you know, fifty one percent of the folks we’re looking at things on mobile phones a little bit on the less is more so thinking about, you know, oftentimes we want include images and and other things in there are communications want to make sure that the footprint of those air small so that it could be, could be read on those devices a supposed toe, you know, the way often see where have to sort of scroll side to side or up and down to see some of them. This is very important optimized for mobile, right? What do you say? Fifty percent of one percent opened on mobile? Yeah, kind of initially looking at the communication through mobile, so i think it’s really important to think about from the sizing of sort of images, but also make each other there’s an alternative text there if the images is blocked, so they’ll know kind of what, what, what they’re missing, but at the same time, you want to keep the content sort of short, sort. Of shorter and sweeter and you know you’ve got it, you’ve got sort of, you know, the initial two words of that subject line or kind of key, you know, you know, today or don’t miss out or, you know, things around, you know, sort of getting them. Tio tio want to go on and read that so they may look at it, the mobile they may actually, you know, go to the called action and do something there, of course, then you have the back of it being in your inbox. So then go look at the uso the full communication, but we would also guess, you know, if you’re doing a newsletter, you could do some of the initial content on, and then you could do some some sort of tease them with the article and then a link over to see the rest a supposed toe, putting everything in the communication. So there’s some some options there? Kind of, you know, dr them toe wanna click through because, you know, opens aren’t necessarily in an indication of reading, but what if they’ve clicked to go and see something you know, that’s that’s a good indication so as you look at things making immeasurable, i think one of the things that way often see is just, you know, thinking about the call to action and, you know, measurable results, right? So today, someone might say, well, so even, you know, email driving over to social, you know, if we get so many likes or so many shares that’s great, but but thinking about what? What you’re back to your goals and objectives of that communication, is it? Is that really it or do you want to be driving you? No action around, you know, attending our event or, you know, click to donate s o something something deeper than vanity metrics exactly and said it’s and said, you know, set that those goals and objectives so that that you’re mapping your communication to achieve that, and then of course, then, you know, as you go and and you create your communication, think about the leverage of sharing that so giving that campaign and through email, more life, bike by sharing that over on the social channels and as we talked earlier than once they’re on those channels and you, you’re building your building the conversation with, um then doing that ass to get them to subscribe in to get the targeted messaging through, you know? So so you you have the opportunity in that marketing mix to capture them wherever they’re hanging out. So if they miss the communication as ah, you know, because it’s girls through on social, they can always be coming back and seeing that in their inbox to take action. Okay, excellent. Thanks for your advice around. Coordinating email in social thanks to me. My pleasure, alex turn is a member of a founding team and vice president. Strategic market development. Constant contact. You’re listening to tony martignetti non-profit radio coverage of ntc not brought the technology conference. Twenty fourteen. Thanks so much for being with us. Thank you, tony. Thanks to the folks at and ten, the non-profit technology network got more live listener love people joining in kawasaki and shoes. Wacha, japan. Konnichi wa. Beverly, massachusetts. Atlanta, georgia and multiple new york city lots. People in new york city welcome live listener love to you going abroad again. Let’s. Go to china, nanjing ton gene ni hao the philippines air with us. Ireland is with us can tell what cities in either of those countries, we could see la paz, bolivia, though don’t we don’t get too many listeners from south america welcome live listener love and coming back here, mount st joseph, ohio live love to you. Next week we have a seat altum he’s going to talk about using your irs form nine ninety as a marketing tool and also another interview from non-profit technology network. If you missed any of today’s show, you’ll find it at tony martignetti dot com. Remember generosity siri’s for those multi-channel ity five runs, walks, generosity, siri’s, dot com, our creative producers, claire meyerhoff, sam liebowitz is the line producer shows social media is by julia campbell of jake campbell. Social marketing on the remote producer of tony martignetti non-profit radio is john federico of the new rules music is by scott stein. You with me next week for non-profit radio. I hope you will big non-profit ideas for the other ninety five percent. Go out and be great. Yeah. They didn’t think dick tooting. Good ending. You’re listening to the talking, alternate network, waiting to get anything. Good. Come. Join us for the thirteenth annual vigil for international peace and ecology on sunday, september twenty one. From nine a, m to six p, m. Celebration of live music and dance performances. Spoken word human-centered line art installations in a world peace flag ceremony that celebrates the united nations international day of peace. That’s sunday, september twenty one from nine a, m to six p, m central park numbered band shell by the bethesda fountain. For more information or volunteer, go to www. Dot vigil number four. International peace dot org’s that’s, the number four in the earl, or call to want to chip in to five, four, three two that’s a two one, two, triple two, five, four, three two we’ll see you there. 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Nonprofit Radio for August 29, 2014: Your Personal Brand
Big Nonprofit Ideas for the Other 95%
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Oppcoll hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, i’m glad you’re with me. I’d come down with booty news fever if it came to my attention that you had missed today’s, show your personal brand are you thinking about going out on your own? Are you out already? You should meet story clark she’s, the author of reinventing you define your brand imagine your future and she’s with me for the hour on tony’s take two. I’ve got time away this week. Did you get yours? We’re sponsored by generosity, siri’s hosting multi charity five k runs and walks i’m really joyed to ah, welcome dori clark here to the studio. She’s, a marketing strategy consultant, professional speaker and frequent contributor to harvard business review and forbes, associated press and fortune, have dubbed her a branding expert. Her book is reinventing you define your brand, imagine your future and it’s being translated into russian, chinese, french, polish and tie out of time she consultant speaks for the ford foundation, yale university, mount sinai medical centre, google, the world bank, microsoft, morgan stanley and the national park service you’ll find her at dori clark dot com on twitter she’s at dori clark dorie, welcome to studio tony, thank you for having me, it’s. My pleasure. I’m glad you’re here alive in person and, uh for the full hour to real pleasure. Um, the personal brand. What what is the personal brand? Well, your personal brand is really a synonym for your reputation at a very basic level. The term personal brand came into popular use starting in nineteen ninety seven, when there was a well known cover story in fast company magazine by management guru named tom peters called the brand called you and so people began throwing around that term personal brand, but really what? It’s, what it’s talking about something it’s referring to has been happening for millennia, which is what is your reputation? What people think of you? And is it what you might wish them to? You have? Ah, very interesting journey that brought you here. You’ve done a lot of diverse things about different things in your background share it’s true it’s true writing, the book reinventing you really initially stemmed from my own personal experience because i’ve had to reinvent myself. Many times i after graduate school, i got a master’s degree in theology. Very young. Yes. You were very young student. Yeah, yeah. Harvard divinity school, right. It’s true. I went to college when i was fourteen. Graduated. One is eighteen, so i got the i got the master’s degree at twenty that’s. Remarkable. Yeah. You know, just kind of kind of what? You now in college. You were in college of fourteen. That’s, right? That is really something. And where was that? Where’d you go to college? They haven’t early entrance program at mary baldwin college in virginia. So i did that for two years, and then i transferred to smith, where i finished it up, but i was from a small town in north carolina. It was very boring, so i needed to do something. We’re in. We’re in north carolina. I grew up in pinehurst, which is famous for its golf resorts. I am going to pinehurst this afternoon. That’s. Really impressive. I own a home there. I’m not kidding you. Yeah, i didn’t know you’re from pine er’s. Yes, jane. What street did you grow up? My grip on linden road, if you know what. I don’t think that’s a pretty big road it iss my home is on thunderbird circle wow, darryl woods. Oh, my goodness. I’m going there this afternoon to see my bags. We came in studio c. Them there. I’m going this afternoon. Awesome! What? You can say hi to my mom. I’ll hook you up. It’ll be fan. You are not from that small a town. Pinehearst is very well known for golf. I don’t play golf. Do you play golf? No, that was my that was my teenage rebellion. You know, i could have smoked crack, but instead i said no. I am not going to play golf. That is how i’m going to rebel xero did smoke crack? No. Okay. That’s. Not the path you chose. No. I mean, the u s open was just there. You know, it was world. It was world renowned just just in june. That’s, right? Usopen, men’s and women’s was just there. Absolutely. What a remarkable coincidence that i did not know. I’m glad. Well, when you said north carolina always asked what town finer and your mom’s still in on linden boulevard? She has moved. She’s moved to southern pines. Now but she is vicinity? Yes, i might have dinner in southern pines. A chef warren’s. All right, well, we’ll make sure to connect you she’s fun. Holy cow. Alright, pinehurst, north carolina that’s, right. So the first person i met from there, but go ahead. So you were brilliant because you were doing very well in the pinehearst. The school’s? No, no doubt. Well, i had i had to flee pinehurst because it’s very small. And, you know, aside from the gulf is, you know, so so yeah, that sort of propelled me teo to move on and go to college early. But when i want to finish college, i got my first job. That i got was as a reporter, and i loved it thought it was great. But about a year into it, i get laid off because i had unfortunately chosen a bad time to get into journalism because the industry was starting to collapse. So i needed to do something different. I managed to get a job doing press on a political campaign on a gubernatorial race in massachusetts where i was living. And then my candidate lost. And so then i had my sights trained. On working on the next presidential election. This was two thousand for and so i did manage to get a job doing press on this presidential campaign. I became a spokesperson, and unfortunately, i can that it lost. So this presidential campaign bradrick arrack who’s worked for howard dean. Okay, yeah. So exciting. Campaign that was not successful. What was the what was the year? It was two thousand for two thousand four, i was behind. Okay, yeah. And so after that, i got a job. Like like many of your listeners in the nonprofit sector, i decided that i would metoo two major things that i wanted to do it either wanted to do communications at a large non-profit or i wanted to run my own small non-profit and so i ended up doing the latter. I get hired as the executive director of an organization called the massachusetts bicycle coalition, which was the statewide advocacy group for biking in massachusetts. We had thie robust budget of one hundred fifty thousand dollars a year. And from that, we managed teo squeak out about two point five staffers. And we ran a really tight bootstrapped operation which many of the people listening here can probably relate to know for sure that come for some one hundred fifty thousand dollars is what they’re aspiring to that’s, right, exactly. And and so then i did that for two years and then launched my own consulting practice, which have been doing for the past eight years, and so is part of that. I write books, i give talks, i do marketing consulting, and i also teach for a number of business schools, including duke’s, fuckwit school of business. Which brings me back to north carolina quite a bit interesting. Maybe we’ll hook up in north carolina sometime that’s, right way are here, both in new york, too, so it’s that is considerably easier, but we have a world of options, tony. We could do it here in north carolina, but i don’t play golf either, so we don’t have to worry about gulf. Uh, i don’t really care for it, and i don’t know, i watch it. My house is on one of the courses, but it’s a good thing. It’s, a quiet sport, it’s, very noninvasive sport, that’s, right? When now i think we should we should say that i’m gonna approach this with dori, sort of as if you’re for people who are on their own or maybe they’re in a non-profit, you know, and they’re and they’re thinking about going off on their own, as you did. But this our conversation certainly applies to people who are employees and intend to remain employees, right? I mean, they also have and should be fostering their personal brand absolutely it’s ah it’s increasingly essential. I mean, one of the things that i realized in the course of writing reinventing you is that, you know, perhaps for self evident reasons. If you are an entrepreneur, consultant, things like that, you need to have a strong personal brand because it’s, part of your marketing, you’ve gotto attract clients to you and things like that, but having a strong personal brand is equally important if you were inside an organization because really, fundamentally what it is is a form of career insurance. Too many people don’t think about it, they just, you know, do their job. They’re busy people, and they don’t really spend a lot of time thinking about what their reputation is and unfortunately, if you are not aware of it, i mean doesn’t mean that you have to be thinking about it twenty four seven but if you don’t think about it, sometimes it means that other people may be getting not the full picture and not the correct picture about who you are and what you’re capable of, and if their vision of you is stuck in the past, it means you’re probably missing out on opportunities because things that you might really want to do opportunities you might really want to have your not going to be on people’s radar screen for that. You, uh, you break the branding process into into three very nice phases, which we’re gonna have plenty of time to talk about before go out for a break. Why don’t you just introduce us to the two or three phases? Absolutely, tony, as i describe in reinventing you, there are three fundamental stages to personal branding that people need to go through the first is getting getting a sense of what your current brand is, because people think something about you, nobody is a blank slate and you can’t make good decisions about how you want to move your brand forward unless you know where you’re starting so that’s number one number two is formulating that proactive vision of how you do want to be perceived. What would you like people to say about you when you leave the room? And how do you create your own narrative so that other people can get it? And then third and finally it’s about living your brand because your brand is about a lot more than just what you say about yourself, it’s about everything you do it’s about how you live your life, and so we need to make sure that you are manifesting that in a consistent way and in an authentic way outstanding that’s great set up, we’ll go out for our first break, and when we come back door and i’m going to keep talking, we’re going toe go through the three stages of branding, so i know you’re going to stay with us don’t even have to ask you to. You didn’t think that shooting getting dink, dink, dink, dink, you’re listening to the talking alternative network waiting to get a drink. Nothing. Cubine this’s. The same way we’re hosting part of my french new york city, or guests come from all over the world, from mali to new caledonia, from paris to keep back french is that common language? Yes, they all come from different cultures, background or countries, and it comes desires to make new york they’re home. Listen to them, shed this story. Join us, part of my french new york city. Every monday from one to two p, m. 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. Buy-in you’re listening to the talking alternative network. Dahna welcome back to big non-profit ideas for the other ninety five percent. I wish i could send live listen, love, but i can’t today, of course, like live love live listener love out to everybody who is listening, but i can’t give the states and cities, as i routinely do were pre recorded today, but you know who you are, whether you’re new to the show live or one of our regular live listeners live listener love out to you and, of course, those were sitting in the time shift podcast. Pleasantries, too, are over ninety five hundred listeners listening wherever you may be. Treadmill car, subway, airplane, wherever you are. Podcast pleasantries, okay, dorri um, yes, people perceive us that we have a brand, whether we know it or not, whether we like it or not. How do we find out what where we stand? Well, one of the first starting points tony is turning to other people, which i think you know, for some people, for most people, actually, they assume that they already know what their brand is. Oh, i’ve got that covered. Yeah, i know, but the truth is, most people don’t. We have blind spots. And so there are things that were really just not aware of. And so one simple exercise that i often suggest in the course of reinventing you is starting out with a very basic exercise go to about half a dozen people that, you know, you know, coworkers, friends, whoever and ask them if you only had three words to be able to describe me, what would they say? This is not a very taxing exercise. Someone can think of it in two minutes, but it’s incredibly illustrative because number one most people never ask that question. And number two, you are very rapidly, probably by the third, third or fourth person going to start to see patterns in what they say and the words that they use and that can be helpful because what this is doing is showing people what comes through the loudest we know too much about ourselves, that’s the problem, and so we can’t really tell what is most unique or what is most significant other people and so on asking a few people, you’re going to begin to see what really seems meaningful to other folks and can give you a sense of what? Your what your strengths are that you’re operating from if you’re fortunate enough to work with a neg zakat of coach, they will often do that for you, absolutely. But can we count on people being honest in those three words? If i’m asking face-to-face can i? Can i? Can i count on honest feedback? Great question you can count on mostly honest feedback, and that is actually good enough, so number one people are not gonna lie to you there. You know, if you’re a really gregarious person, they’re not going to say, oh, well, you’re so quiet, tony, or, you know, whatever, they’re going to mostly tell you the truth, i see mostly because your absolute right, they’re not going to say, oh, well, you are, you know, way too whatever, they’re probably going to pick the positive qualities and so the exercise that, you know, the discipline that we need to go through is you take these three qualities, which indeed are probably good positive qualities, and we need to go through them and ask, you know, just mentally ask ourselves. Is it possible that i am too much of these things? Is it possible that this strength is so strong, it actually is a weakness. And so, for instance, someone might say to you, oh, you are so visionary and of course, that’s a great thing, it’s a great thing to be visionary, but you need to ask yourself, could i be so visionary that it’s possible? I am not detail oriented enough. And if you look at it, if you look at the converse and are open to understanding that about yourself, that not necessarily a weakness, but it may be a weakness, then you can get the full picture of the information that you need. And you’re going to see some trends in just doing this with just five or six. Yeah, it was like, i mean and that’s enough. And you might want to sample different people in your lives, like people on the business side. People on the personal side. Yeah. It’s useful to get a cross section because we are, you know, i mean, for most of us were not completely different people, but but we do highlight different aspects of ourselves in our work-life versus our home life. Now, in one of the videos you have hungarian saying yes, i wanted to share that there’s there’s a woman. And actually, you know, interestingly tony it’s a day of coincidences. I am meeting this woman in person for the very first time today, right after this interview. We’re going to expose you to this quote that’s, right? Okay, yeah. We’re meeting for coffee in about ninety minutes. But she’s an angel investor from utah. Her name is judy robinette. She actually had a book about network and come out earlier this year, which is really interesting read but she we we met, you know, online and connected about three years ago. And as we were discussing the book that i was then in the process of writing, she said, oh, you know, this is so interesting. This reminds me of a hunger of famous hungarian quotation and of course, you know, i looked it up and, you know, i think we can find absolutely no evidence that it’s, a hungarian croatian, so we will nonetheless give her credit for it because it’s a great saying and and so what judy robinette says is if three people tell you you’re a horse by a saddle and what i love about that is that, you know, it really shows that there are things that can be so obvious to the rest of the world that we’re just not seeing about ourselves. And if one person tells you whatever, they could be deluded, they could have a weird perspective. But if everyone’s telling it to you, maybe you ought to listen. So what should we do with the with what we learned from from this exercise? Well, i think the first thing that we need to do is is to really hold it up and to say, okay, if this is the feedback i’m getting is this what i want to be getting is is this the message that i want to be sending to the universe? And if it is great perfect, you’re right where you should be. But if there are gaps, if if it’s not quite how you want to be seen, then you need to start asking the question. Well, what can i do to get people to see me? How, how i would like them to. Okay on dh that’ll lead to the second phase, but way have plenty of time, so we don’t have to rush that’s, right? Examples in there. Yeah. So, you know, just a quick point. I mean, i think for anyone who, if they want to make a shift, i mean, you know, the book reinventing you is really for intended for people who want to sometimes they want to do something, you know, really bold, like, change careers other times, it’s, that they may like what they’re doing, but but they want to just shifted a little bit. Maybe they want a slightly different position in their organization. Or maybe they want to take their job that they have now and emphasize certain parts and de emphasize others. And they need to get the buy-in of the organization to be able to do that. Even for, you know, sort of small reinventions like that. You may need to reposition yourself so that people get it. Oh, well, she’s, she’s really good with major gifts. So we ought to be giving her make more of that. That sort of thing or for the person who depart decides teo depart. What? What? I, uh, not so not so politely called wage slavery and and go off on your own then? Certainly all the more, because when you’re on your own, you are your work is your is reflected in your brand, and your life is reflected in your brand. Your brand reflects your right. I mean, it’s all zoomed in one. Yeah, exactly. I didn’t say that very articulately. I know you’ll say it better when we get teo you. When we get to the third phase, i know you’ll be much more articulate about that. But, um okay, um, so is anything else any other advice in this in this first phase about discovering what people think aboutyou what your reputation is? Well, i think i think it’s a pretty, pretty good quick overview s oh, yeah, way we could move on to phase. Teo, please. Like so, uh, this is this is what you’d like it to be. Yeah, go ahead. Absolutely. So so in in this next step, you begin to really create that vision of where you want to go. And some people already know they have a really clear sense, you know? Okay, i want i mean, i mean, finance and i want to move into marketing or whatever it is. And if you know that’s great for other people. It involves a little bit more excavation, and so in reinventing you, we talk about how to really home in on what you want to be doing and give suggestions, you know, whether it’s about finding finding ways to connect with people through informational interviews or creating your own kind of curriculum or reading list so that you can really get clear on that vision because one of the things that we see is that sometimes you can run into a challenge, because if you go out too soon and put out a thesis, i guess you could say, if you if you aren’t one hundred percent sure, but you say, yeah, i really want to do this, and then you change your mind you actually lose a little bit of political capital with people because they begin to see you. Is this person who’s crying wolf? Well, she told me she wanted to be a travel writer, and i introduced her to my friends who were travel writers, and now she doesn’t want to do that, and so it means they’re less likely to help you. So you have to be clear about what you’re messaging is at this. Stage that you can say, well, i’m exploring a number of options, and one of them is this, and i’d like to learn more, and that way people can calibrate accordingly how they’re going to help you. And in what way, right? She’s, considering something she’s been triggering travel writing, among other things, would you would you mind talking to her that’s, that’s, exactly right, another really important phase once you do get clear on where you want to go, and this is often times people ask me the question, where do most people fail in their reinventions? And i think this is the place is about creating a narrative, and i’ll tell you what i mean by that. Basically, most people, sadly, are not paying that close attention to you and your career arc they’re they’re kind of, you know, we’re overloaded. Yeah, we’re overloaded that, you know, they think, oh, tony that’s nice, you know? Yeah, he does blah, blah, blah. And it may be what you did like five years ago, but they just haven’t checked in to pay attention. Update their vision of you. And so, as a consequence, what we need to do is to create a really, you know, short, pithy, just a couple sentences explanation for people of what you know what we’ve done in the past, what we want to do and how it is that our past experience actually makes us really well qualified for this new thing, because otherwise they’re not going to make the connection. They’re not going to take the time to do it. They may not have the mental bandwidth they may say, oh, that’s, completely random you used to do non-profit fund-raising and now you want to be a travel writer? How does that possibly relate? Oh, he must be having a mid life crisis and, you know, meanwhile, you could have a really articulate explanation of how these things connect, but you need to give it to other people because if we asked them to invent it on their own, they’re not going to and it’s gonna be a lot less flattering than whatever you come up with. Can you give us a sample? Yeah, absolutely. So, i mean, in my case, i made a transition, which i think for a lot of people seemed random after i finished running mass bike. I started this. Marketing, consulting business and you might look at that and say, wait a minute, what? You know, what do you know about that? How do these things connect? They had no idea, but i needed to have a good explanation because otherwise no one would hire me. I needed to be ableto be convincing enough that i could build a client base and get business. And so even if you’re, you know, ableto created a short statement, i mean, in my case, it was something along the lines of, you know, i’ve in my career i’ve done a lot of media relations from being a journalist, too, working on a presidential campaign to running a non-profit and what all of those things have in common is it’s about finding creative ways to break through and get noticed in a crowded media environment. And so now, as a marketing strategy consultant, if you hire me, that’s what i can help you, d’oh, i can help your company or your non-profit get noticed and draw in the people that you need to support your cause, and so then they can look at it and see oh, actually, yeah, that that does make sense there is a common strand, whereas they might not have been able to piece that together themselves. Where does the will you recommend the informational interview? Are you are you calling on your friends and colleagues and your network to help you, teo find informational interviewing opportunities? Yeah. I mean, it’s really easier than ever, teo to do informational interviews. I mean, now that we have tools like linked in i mean, in the past, it was a little bit scattershot. Seo i’m really interested in this. Do you know anyone know? Do you know anyone know? You know, now, if you really want a job doing whatever if you want to be a travel writer, if you want to work at google, you khun see really easily in two seconds. Who? You know, that knows somebody there, and that makes it very efficient. But i think you know, we all no it’s sort of been, you know, drilled into our brains from college on word. Oh, yes. Do do informational interviews that’s really important? But i think there’s a few things that people miss, which is why i am dwell on it fairly extensively in reinventing you because there’s ways to do it right i think for a lot of people it’s, it’s a kind of, you know, like almost a military operation, they go in, they go out and that’s it. They think that having having this meeting and extracting information is the goal and yes, it it issue do you want to get interesting information that can help guide you on your career course, but really, if you’re doing it right, what an informational interview is is a prelude to relationship building, and most people don’t know how to keep the relationship alive beyond the thirty minute coffee and the rial secret is using that time strategically not just to get answers to the literal questions you have on the sheet of paper, but to learn enough about the person so that you have an excuse for a relationship. You find out about what sports team they like, and so then every two or three months when they’re sports team does well, you can send them an email and congratulate them, or you find out that they’re going to be taking a trip in a couple of months to asia, and so you give them travel. Tips before they go. And when they come back, you email them to follow-up and ask how it is. You know, whatever it is, but you you want to plant the seeds so that you can continue to stay in touch and have this person be a permanent part of your network, not a hidden run. We have partners. We have pinehurst you this i don’t even know if we find her. Ok, i know. Now now we’re going to be in touch for life. I have the local blogged i can forward you the local block from darryl woods. Oh, my goodness. Clolery e-giving giving a talk in pinehurst in october. Really? Where you can come where? There’s there’s, the famous ruth polly lecture siri’s at sandals community center in chicago. I know the college. I know the college well, yes, and s so i’m going to be part of it along with its an interesting line up. It is me. It is the just announced yesterday. It is morse dease who is apparently a civil rights pioneer. And paul wolfowitz so oh, my god. Yeah. It’s. Very interesting. Mix samuels. Community college gets gets quite a quite a panel nature. D’oh, he’s in a mr as as you are in. Well, he’s yeah. He’s an a lister in certainly different circles. Bigger. Just bigger circles. But you got your niche that’s, right? Of course. Um, cool. All right, well, to follow up on that, too. Yeah, i would rather i would rather do something like that. The information of you face-to-face if at all possible instead of over the phone, which is convenient, but i prefer to see people face to face. We have be your if it’s if it’s feasible. Is that your advice? Yeah. Absolutely. Say, no, i’m off the off the charts. That doesn’t make any sense. Yeah. No, no, you’re right. I mean, really the goal in addition, teo, as we said, in addition to getting the information, it’s, you want the person to remember you, you know, you you want a year later, you don’t want the person seo dori clark, who was that? You know, if you’re going to invest the time you, you want to turn it into something, and they’re far more likely to remember you if they’ve met you in person, if they know what you look like. If they have this sort of vivid memory, as opposed to just having a telephone conversation where just recedes into their memory immediately. Yeah, yeah, the ongoing relationship. Exactly. You. No way we can use the online networks for keeping in touch, but for setting, you know, for establishing a relationship, i just always prefers to. Face-to-face yeah, that’s, the way to do it, for sure, whenever possible. Okay, cool. Let me i’m gonna digress a bit because i wantto talk about a sponsor for the show, so i’m going to ask if you have ever done a run walk now you were with mr zits was bicycle coalition? Yes, so they ever do run walks way didn’t because everything everything involved biking, but but we, uh, we we do. We do support other means of locomotion as well. We give them the thumbs up. Ok, so the coalition supported walking a cz an alternative to baking that’s right way understand it in certain circumstances, one cannot always be on a bike, so in that case, if you can walk, go for it and our sponsor is generosity siri’s and they host multi charity five runs and walk fantastic so that a bunch of small charities get that can’t create an event on their own because they don’t have enough participants can come together ten or twelve form or charities, and they each have maybe twenty, twenty five maybe even fifty runners and walkers and together there’s hundreds and hundreds of people such a good idea, and it creates and it creates a cool event. I hosted one of theirs. Out in brooklyn last november and there were a couple hundred runners and it was the it was great fun event there’s, like a dozen charities or so one hundred thirty five thousand dollars was raised. It was a fun day was fundez so listen, as you, you have heard me talk about generosity, siri’s they have events coming up in new jersey, miami, atlanta, here in new york city, philadelphia and toronto, so, uh, i hope that if you think a run walk fits into your fund-raising plan that you’ll talk teo dave lynn he’s, the ceo of generosity siri’s he’s at seven, one eight five or six nine triple seven of course, i would prefer to talk to people you probably don’t want to drop by the office, but meeting him face-to-face call him first and then set up the face to face meeting aunt, of course, generosity siri’s dot com you’ll find them there too, and we are pre recording today as i mentioned as you are listening to today’s show i am on the beach at bethany beach inn in delaware, totally disconnected for the whole week. I’m offgrid there’s, no email, i’m not checking in. Four, square. I’m not taking texts, and i hope that sometime during this summer, you had or will have all those summers dwindling, thie opportunity to do the same. You’re in here, in a profession where you’re giving to others, and if you’re going to be successful at giving, you have to take sometimes, and that means take care of yourself, and that means take vacation and take time away. So back in spring, i urged you to plan some time, and i hope that you did. I really hope you got some time away. You come back refreshed, rejuvenated. If you want to be successful e-giving sometimes you do have to take for yourself, and i hope you did this summer and that’s tony’s take two for friday, twenty ninth of august, the thirty fourth show of the year do you take you take time off story? You go offgrid no, no, but i i should probably listen to you, tony, but no, actually i don’t i’m kind of ah ah work maniac, but but i’ll put an asterisk on it because for me, i feel like they’re phases in people’s professional lives, you know? And there are times when you really need to put the pedal to the metal when you feel like it’s, a unique opportunity for traction in your career, and if you sense that you have that moment, you really need to exploit that moment, and there are other opportunities for youto, you know, to rest up or to take a break, things like that. And so for me, my first book came out last year, two thousand thirteen, and really, since that moment, i’ve been going full steam ahead with speaking engagements, consulting things like that because the book is kind of a singular opportunity that that you know there’s there’s chats, there’s attention, it’s a moment when if you harness it properly, you can build up additional momentum that can help you coast a little bit more later because the snowball has been building and s o similarly, i’ve been working very hard this summer, finalising the text for my next book, which is coming out in two thousand fifteen. In the spring, it’s called stand out how to find your breakthrough idea and build a following around it. So i’m actually carting around right now in my briefcase, thie final edits, which i am going to be submitting in less than a week. So so that’s pretty exciting, and we’ll be working hard promoting that. But i do think that you need you need breaks eventually, you know? Some people have different theories that, you know, on different things that work for them. Some people, you know, the weekends need to always be sacrosanct and that’s the time that they take off other people, they say, well, you know, i need to always take, you know, at least a two week vacation in the summer and that’s my time to disconnect andi. You know, those air all good, plausible strategies for me of been going pretty hard the last couple of years, but, you know, one of my ambitions for myself once this next book is out had launched and promoted and to actually do something kind of kind of wild and crazy, i mean, i wanted teo one of the things i’m kicking around used to, you know, maybe live abroad for a year and just be, like, traveling and things like that. I sold my house earlier this year, so i now don’t you know, i’m renting now i don’t have things that are locking me down, so i’m actually laying the groundwork to be able to take a real chunk of time after after the book is launched to be able to have ah, time, you know, not necessarily a pure arrest, but a time of aa lot more lifestyle, recreation, i’m standing out is incredibly difficult in are very noisy environment. It is absolutely it’s ah it’s getting to be more and more of a challenge. There’s i mean, if you look even just blog’s there’s over one hundred fifty million blog’s out there, not to mention you know tweets and everything else in the world. So it is it’s very hard, increasingly, to stand out. But, you know, there’s there’s an upside and a downside to all this, right? Because the very reason for that is that it’s easier for than ever for people to get in the game. It used to be not that hard to stand out because there were gates and the gates were locked, and, you know, once once you were in the gates, you know, we had three tv stations, and so if you’re on tv, you’re famous now, you know, the upside is that you don’t have to wait for abc, your nbc to give you the green light. There are no barriers to enter, no barriers. You can make your home podcast, you can make your own tv show. You put it up on youtube, you know, whatever you want to do it’s out there, but the challenge is how do you then attract the audience for? And how do you get it noticed? And s o it’s it’s exciting because it actually is more egalitarian than it’s ever been. We all have a chance and that’s really what the book is about is how to seize that chance if you believe in what you’re doing. If you think it’s a message that people ought to hear, i want to help you get it hurt. Is that also published by harvard business review? No, the first one was the second one is going to be done by penguin by their portfolio imprint. Okay, good luck with that. Yeah. Thank you. Twenty fifteen. We’ll have you back. Yes, back to talk about stand out. Dahna all right, so we were in were in our second phase of closing this gap between where we stand and where we’d like to be. Where does all the content that you can create? Some of what you just mentioned talking about standout where’s that all fit in the podcast thing. You could do the blogging you, khun do videos speaking where’s all this content for them. Oh, my goodness. It’s such a good segue way tony into part three, which is living your brand. And i have to admit that was purely coincidental. I wasn’t really sure where content fit in, but i know it’s important. You’re smooth just like like slide right in their eye just ruin the smoothness by saying it wasn’t well, so so in part three once were sort of, you know, moving to this last phase with we’ve determined how how we’re perceived now we’ve begun to think about how we would like to be perceived by others. But, you know, the truth is you can’t just snap your fingers and say, oh, well, you know, i want you to see me this way now doesn’t doesn’t really work that way. People’s perceptions linger, and you need to give them a good reason to change their perceptions of you otherwise, you know, they’re just goingto stay the same as they were there’s not there’s, not a motivating factor. So how do you give people a reason to change how they see you tow? Update it? Well, basically, what that comes down to, you know, under the rubric of what i call living your brand is that you want to do something to make them stop and take notice and say, wait a minute, i didn’t know she could do that. Oh, that’s so interesting. I had no idea that she was interested in that or she was knowledgeable about that. And that’s, where content creation actually is critically important because one of the real ironies of reinvention that i discovered in the course of interviewing these dozens and dozens of professionals who’ve reinvented themselves is that you might think you might hope and expect that the people who are closest to you would be the most supportive of your reinvention and sometimes that’s. True, but sometimes it’s actually the opposite, because if you meet a stranger, right, let’s, say, you’re in a chamber of commerce event and you meet someone you say, hey, you know, nice to meet you. I’m in marketing, they’re going to say, great nice to meet you if you, however, see an old friend and you say, guess what i’m going to do marketing now, they actually oftentimes feel entitled to say, really, what do you know about that, noah? Is that a good choice? I mean, you’ve been too spent twenty years doing fund-raising isn’t that a little unwise to give that up? And, you know, they think they’re being helpful, but they actually are holding you back in some ways, and so for the sake of both establishing credibility with new people, but also especially to win over your closest circle who you do, in fact need in order to successfully reinvent yourself, you need to show them beyond a shadow of a doubt that you really are passionate and you really are knowledgeable about this new thing. So how do we do it? There are so many ways now no cost ways that you can create content. Really he’s you want, of course, is starting to block. I think that’s actually one of the best ways to demonstrate your expertise. And it’s it’s way easier than ever because you don’t even have to start your own blawg linked in recently made a change where anybody not just their celebrity influencers, can do blogging on the linked in sight and that’s. Great! Because there’s a kind of built in audience there and your articles appear alongside your linked in profile. So when people are looking for you that’s automatic proof oh, how interesting. She’s done you no one hundred block posts about marketing. She must know something about marketing and they can try it out. Read your stuff. See if you make sense. That’s. Great. Um, podcasting is a big one in my new book stand out. Actually, i profile a guy named john corcoran who is a bay area attorney who has his own podcast. Siri’s and one of the ways that he’s used it. And maybe this is the way you do is well, tony is he has a very explicit mission with his podcasting. I mean, it serves multiple purposes. One is it’s a kind of professional development because he gets the interview interesting people and learn from them. But it’s also a form of networking because he interviews yes, that he would like to meet. And then as we were talking about earlier, he makes them a part of his network. And he’s been able to to really build up his own brand is a thought leader by having these guests on and getting to be part of their circle. And it’s it’s been tremendously powerful for him in his career to do this. And i should’ve profiled may exactly what was this guy? John corcoran. I know we’re gonna hook you up, but so if you if you’re going into a new field and you want to meet the leading lights quickly and build relationships with them, start a podcast siri’s and that is an excuse to talk to almost anyone you want because many people, if they’re if they’re particularly well known there, they just don’t have time to sit down and, you know, have a coffee with just anyone, especially if they don’t know you, but a lot of them, almost all of them. In fact, we’ll say yes, if you say, can i interview you? And having close to ten thousand listeners actually helps quite a bit, but even in the early, even, you know, the first five ten shows when i don’t know, maybe they were twenty five listeners. I don’t know. My mom and dad were two of them, you know? Yeah. I found that people were willing to sit in front of the mic. I told them that it would live forever. It’s always going to be on itunes and there’s. Other platform, you stitcher, etcetera. But itunes is especially four years ago was the the premier. So i said, you know, would live forever. You could link to it. And that was that was appealing to people on. And then as the show grew, you know, i got more and more high. Profile guests chef gordon has been on, and craig newmark, founder of craigslist and craigconnects, and see you, you’ve used ilsen crazy network would kill for that story. Clark has been on. Oh, my god, this next you’re gonna have paul wolfowitz. This is gonna be unbelievable. I’m only one one kevin bacon thing. I’m only one level away from know too. If paul was sitting here, that will be one. So i’m only two levels away from possible for men. It’s remarkable. Um okay, so we have we have more time together. Do you have some examples of people who lived there brand very, very well, you think? Or maybe even maybe some lessons we can learn from those who didn’t do it so well? I don’t know. Sure, sure. Well, you know, i’ll start out. I’ve got a million stories from, from reinventing you and on elsewhere, you know, readers, fortunately, have have started to write into me and tell about how they have applied the principles in their own lives, which is really nice that’s good like, but one of the people that i profiled, who i think might be particularly relevant to your audience is there’s. A guy that i that i write about named craig della penna and craig actually had really his dream job. He was a rail trail advocate and he derailed train rails to trails, exactly converting that attracts toe hiking trails and biking trails. Precisely. And so he was extremely knowledgeable. He literally was the world’s expert in thie conversion of new england rail trails. And, you know, he loved it. He was so passionate about it. I got paid to do it. But when his organization one day they told him, craig closing your field office and you can keep your job but on ly if you move to a different state and he had to think about it but he and his family did not want to move. And so it was kind of a sad day because, you know, it’s not like he’s, an accountant, and he could just do accounting for a different firm. He had a really specialized knowledge base and s o you know what do you what you do? Do you give up the dream? You just take some other job you’re not passionate about. It was he had a kind of rack his brain. But what i love about craig and why i profiled him is that he came up with a brilliant solution. He and his wife had always wanted to have a bed and breakfast. And so they bought a bed breakfast next to a rail trail. And he already knew all the whole rail trail community in new england. So he marketed to them and said, hey, come take your vacations here, you khun bicycle on the rail trail in the backyard, right in the backyard it’s called the the sugar maple trailside in in florence, massachusetts. It was an immediate hit, so he supported himself that way. And additionally, because this is a guy who’s always thinking he really did. A lot of people said, you know, craig, i wish we could do this. I wish i could have a house near a real trail. So he got his real estate license and he specialized in selling people houses next to rail trails. So he’s found a way to tow live his passion and make way more money than he ever did before. That’s. Terrific. That is a great story of that. What’s his name again. Craig della penna. Excellent. I’m going to go out for our for our last break. I know you’ll stay with us. I don’t have to ask. You’re listening to the talking alternative network. Duitz durney have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. 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. Talking alternative radio twenty four hours a day. Hi, this is claire meyerhoff from the plan giving agency. If you have big dreams but a small budget, you have a home at tony martignetti non-profit radio. You have on your block. One of one of the articles is the importance of leverage and how much you’re a number of people that are following you, whether it’s, twitter or youtube, etcetera views can be very, very helpful to you, but how do we get started? How do we avoid being discouraged on day one when the twitter follower county xero when our first youtube video has two views and those were both yours because you were making sure that it got uploaded correctly? How do we avoid being discouraged in the beginning? Yeah, it’s it’s an important question because it does always take time for things to gain traction. I mean, you know, there’s there’s, the one in the million situation where you put up a video and then, you know, tens of thousands of people are glomming onto it, but most of us can’t ever expect that i mean that’s it’s, just not normal. So, yeah, what do you do? Because we all start out in xero we all start out with, you know, three people or something like that. So here’s what i tell people your goals with building a platform and spreading your message. Should change over time. I mean, you know, later, on years down the road, you can say, oh, i’m going to post this and, you know, maybe ten thousand people listen to my radio show that’s fantastic, but in the early days you’re doing it for a slightly different reason, its toe perhaps toe work toward that, but early on, it’s, not about having tons of people listen to you, it’s about having the right people listen to you, and so if they’re not organically coming to you, you can you can bring your stuff to them and here’s what i mean by that. So, for instance, let’s say you have just started a business is a consultant for a small, not non-profits you start your blawg nobody’s reading it, but you come up with articles that you know are interesting and relevant to either your existing clients or your potential clients. So you write, you know, a few block posts, then you go to the chamber of commerce meeting you’re talking with somebody and you meet them and they would be a great client for you and see, yeah. So tell me about some of your business challenges. What? You know, what are you doing? What do you grappling with? They say, well, you know, we really have this problem with staff for attention, you know, everybody’s leaving we don’t know what to do and you can say, oh, that’s so interesting. I just wrote a blogger post about that last week. I’ll send it over to you. If that would be helpful, you get their card, you send it over and they look at it and see oh, this is brilliant. This is just what we need. And so then the next week, you follow-up hey just wanted to see if you like the article, you know? What did you think and that’s the opportunity to start the conversation where they say, oh, you know, tony, this was so useful. Do you consult in this area? And you know you can say well, why, yes, as a matter of fact, i d’oh so it’s it’s a lead generation tool that’s what it can be in the beginning, which is justice helpful in some ways may be more helpful then having ten thousand people know what your name is. And as you move on a test i found i get asked about whether i do things that i don’t do, and i think it’s pretty clear on my my sight, what i do, but still i get i still get contacts. Can you do this and you become sort of you become a good referral source? Yes to say no, i don’t thanks for your message, i don’t do it, but here’s one or two people have been on my show or who i know in the community that do this people start to see you as even more than you are. Yes, exactly, exactly there’s a principle in psychology known as the halo effect, and basically what this means is that if if i know that you’re good at something let’s, say you’re an expert in non-profit fund-raising i’m going to assume that you are really qualified at, you know, organisational development or finance consulting or marketing consulting, and i’ll just, you know, well, tony’s good, i’ll just ask him about everything and that’s actually a pretty great position to be in because, you know, i mean, of course we want to treat it ethically. You don’t want to say yes to something, you know nothing about you. But if you are looking to move into new areas, that could be really helpful because you’re given these opportunities on a platter and if it’s something that you you know, really aren’t interested in don’t know a lot about it can enable you to be teo really become a kind of powerful connector in your community because you have the ability to give people referrals to match, make and to make yourself indispensable resource. And then you’re helping other people too that’s, right? There’s just a joy that comes from putting two people together who potentially can can be of help to each other and withdrawing yourself. But knowing that you made you made the connection, yeah, feeling that halo effect, you know now in in painting on ly saints have halos? Yes, there’s now there’s a different screen. The halo in the nimbus the nimbus is that little sort of fog around somebody’s head, but the halo is that round circle it’s your i don’t actually, i said st too, it is for him is for sight, for silos, for halos, but i don’t know which i’m not sure whether the saints get the nimbus or the halo. The halo effect is still pretty cool. I wouldn’t call the nimbus effect is not too many people know nimbus that sounds like a cloud, you know, cloud type the nimbus serious or something, so don’t don’t change that stick with halo effect, all right? But i don’t know if it’s a sainthood or not after, okay, if anybody knows whether it’s, the who gets who gets the who gets the halo is that the saints or the saints get the nimbus we get so still another couple minutes together. What another example of somebody who’s living their brand? Very well, yeah, story. Well, you know, one of the ones that that i really think is is resonant from reinventing you. Tony is about a woman named debra shaw, and i like her story because e get a lot of blowback sometimes from people who, you know, they liked the concept, they say, oh, this is great story. I want to reinvent myself, but you know what? I can’t do it because i’m over fifty and they say, you know, reinventions for young people and i really want to push back and say no that’s actually not true people can reinvent themselves at any age. Deborah was over fifty when she reinvented herself, and i think her story is really a fantastic one. She spent many years as a human resource is executive in corporate america, you know, did did a great job, you know, had a fulfilling career, but at a certain point, she said, you know what? That’s it i don’t want to do this anymore, but i also don’t want to retired a pinehurst gogol thing, and so she was looking around, you know, really trying to think about what interested in her and a friend, just by chance, dragged her to a political fundraiser. She saw a guy speak who’s going running for governor loved him thought this is perfect. I want to help this guy, so she starts volunteering and shevawn, you know, for anyone who’s volunteered in a political campaign. You walk in the door and they give you the scut work, you know, you say i want a volunteer. Oh, great, make make phone calls for eight hours and this was a talented woman. She she had a lot more skills in that, but without complaint she did it. She made the phone. Calls she knocked on the door, she did all of the basic stupid things they wanted her to dio and she did them well. And she did him so well in made them take notice. And they said, we who? Who is this woman? What’s what’s her deal. And she never done politics professionally before. But within within a matter of months they hired her as a staffer. She became a regional field organizer and and ran a region of this gubernatorial campaign. I did it for a year made so many contacts, she thought this was going to be, you know, fun lark, but it turned into a career because a guy who was running for state senate had met her and said, you’re great, i want you to run my campaign. She became ah political campaign manager and has run probably nearly a dozen races. She now is the head of a political non-profit in massachusetts, eso following her passion, she made it happen. It’s a great story to end with thank you very much, clark. You’ll find her adoree clark dot com on twitter she’s at tori clarke the book is reinventing you to find your brand. Imagine your future, dori. Thanks so, so much. Thanks for having me. What a real pleasure. Thank you. Next week, make your events part of your larger cultivation strategy for your potential donors. Susan gabriel from cause effective shares, her tips and an interview from ntcdinosaur profit technology conference on using technology to organize people around your mission. If you missed any part of today’s show, you find it on tony martignetti dot com. Remember generosity siri’s for those multi-channel retty five k runs and walks, generosity siri’s, dot com, our creative producers, claire meyerhoff, sam liebowitz is our line producer shows social media is by julia campbell of jake campbell. Social marketing and the remote producer of tony martignetti non-profit radio is john federico of the new rules, this music it’s by scott stein of brooklyn. You with me next week for non-profit radio big non-profit ideas for the other ninety five percent go out and be great. You didn’t think that shooting getting dink, dink, dink, dink. You’re listening to the talking alternate network. Get in. Nothing. Cubine 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 hi, i’m ostomel role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour. Eleven a m. We’re gonna have fun, shine the light on all aspects of music and its limitless healing possibilities. We’re going invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and our voices. Join austin and sloan live thursdays at eleven a. M on talking alternative dot com, you’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. 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. Talking.
Nonprofit Radio for August 22, 2014: Integrate Social And CRM & Technology And Organizing
Big Nonprofit Ideas for the Other 95%
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Bryan Giese & Jenn Smith: Integrate Social And CRM

How do you integrate social media data into your CRM database? What social media data should you preserve? I talked to Bryan Giese, Heller Consulting’s director of marketing, and Jenn Smith, Heller’s vice president of digital agency, at the Nonprofit Technology Conference (NTC).
Austen Levihn-Coon & Rachel Butler: Technology And Organizing

Technology has created opportunities for organizing, but also challenges. Austen Levihn-Coon and Rachel Butler identify the challenges and how to overcome them. They share strategies to deepen engagement beyond petition signing and identify leaders in your community. Austen is chief innovation officer at Fission Strategy and Rachel is campaign representative for the Beyond Oil campaign at Sierra Club. We talked at NTC.
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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 and i’m glad you’re with me. I’d be forced to endure pseudo member nous stomach titus if it came within my ken that you missed today’s show integrates social and c r m how do you integrate social media data into your cr m database? What social media data should you preserve? I talked to brian gz heller consulting’s director of marketing, and jen smith heller’s, vice president of digital agency at the non-profit technology conference and t c and technology and organizing technology has created opportunities for organizing but also challenges. Austin levine kun and rachel butler identified the challenges and how to overcome them. The share strategies to deepen engagement beyond petition signing and identify leaders in your community. Austin is chief innovation officer at vision strategy, and rachel is campaign representative for beyond oil at sierra club. We talked at and t c on tony’s take to a new non-profit radio knowledge base sponsored by generosity siri’s hosting multi charity five k runs and walks here’s the first of the two ntcdinosaur views today with brian gz and jen smith welcome to tony martignetti non-profit radio coverage of ntc the non-profit technology conference two thousand fourteen we’re at the marriott hotel wardman park in washington, d c and with me are brian gc and jen smith. Brian is director of marketing at heller consulting. Jenn smith is vice president digital agency at heller consulting. Brian jen, welcome, thanks so much. Thank you very much for having i’m glad. Thank you for taking time on a busy conference. You’re workshop topic is bridging the gap between social media and cr m let’s. Make sure everybody’s on the same platform on the c r m of course, constituent relationship management which would be your date abate your software for fund-raising and all things engagement with with your constituents don’t have that right. Yes, that is correct. We’ll have no, i know the acronym, right. Is that how you would? What would define cr m as? Yes, definitely. Serum is, you know, your your underlying systems that keep track of everything that your constituents might do. So you know the best case. Everything is connected with the central point being your actual constituent so you can find out. Everything they do across all of your efforts, whether it’s volunteering or fund-raising or communications, if you can have that all center around that one single constituent it’s a great thing, instead of trying to merge databases and merge content. Okay, and thank you and jen what’s the what is the gap between social and cr? Um, well, you know, i think that socialist still a relatively new it’s, a new endeavor for a lot of organizations not necessarily knew in terms of the content they’re creating, but in terms of how they’re thinking about data, so, you know, you can get a lot of information, you can get a lot of social data out there, but how you tie that back into your serum and what you actually do with that data and how it can change things that your organization, i think it’s still a little bit of a mystery for a lot of organizations, so i think, you know, when you’re thinking about social media, you’re really trying to say here’s, a place where we’re engaging with donors and constituents, um, and we want to make sure that we’re capturing the right data from those engagements in order to really make use of that in your overall marketing and communications strategy with with a donor and constituent does this start with mission? Is that the place to evaluate start with our evaluation of how we’re going to integrate these two doesn’t begin with mission. Yeah, i think it always needs to begin with mission, right? And i think it begins really with with your goals and what you need to do strategically as an organization. So, you know, you need to be thinking about what we want to do with fund-raising what do we want to do with advocacy? How do we want to mobilize people? And those things need to still remain in the core of what you’re thinking about even when you’re talking about social media. Okay on dh how do we start this? The integration between social and r c r m you want to field that one? It’s it’s? It depends upon your organization. I think jen said it just a moment ago is starting off with your goals and what you want to achieve what you want to what type of communication you want tohave with your constituents and another argument. Why? Are we in social? Right where we drink, right? Why are you doing it? Where do you want to reach out to them? Where does your audience live? Are they on twitter on facebook on linked in? Are they just gonna read blog’s? How do you connect in with them? And what do you want them to do? What messages do you want to send them? Once you figure out what messages you want, then you can figure out where’s the best place to put them. And then how do you want them to react to those messages? What actions do you want them to take? And and how do you want them to react back to you? Are you trying to just get more followers? Um, that’s a great thing. But you really want to be able to do something with them once they’re following you. Do you have a conversation? Do they feed information back to you? Do they let you know what’s going on in their world on the front lines of whatever your mission might be. And are you encouraging them to do so? Hopefully, yeah. Back. Yeah, yeah. Hopefully that’s where you really want to? Do you want to create this interactive engagement to make people feel mohr integrated and important in your cause and not just give us money? Give us money? You know, you want them to really feel involved in what you dio and an important part of your mission because they really are, you know, obviously we all know that, but people don’t always feel that way. They give their money, they volunteer, they walk away from it, and then they see something in their e mail or something that comes into their mailbox. And they’re like, oh, i did do this feeling kind of transactional. Yes, not relationship, right? You mentioned. Where are your people? Where are the people? You’re going to be engaging through social. How do we find out where they are? Wei have just sorry you were about poor guy. Took a breath ready to talk and i have more questions. But i’m trying to start a hypothetical spot. Supposed to just have them. Ah, us mail. We just have us mail addresses and an email. I suppose we have those. How do we know what social channels we should be in to be talking? T this? This constituency, i think i think a good way to start off with is but there’s a couple approaches, one of them is to do smaller tests and, you know, if you set up in twitter, you set up in facebook and start reaching out in telling your audience that you’re there. So if you have their email address, you have their direct mail address put those presence is up and say, yes, we do have a twitter account, we do have a facebook account, follow them if you like us and then you’ll start to see one gets a little more traffic than the other, you know, ifyou’re on linked in you’ll see, oh, mohr and more people have us on linked in, so we’ll put more effort there, there’s others there’s tools that are available that let you take your e mail address and it’ll search all the channels and say, yes, this person is on twitter is on facebook is on linked in, and i’ll show you all the accounts that they’re on so you could bring that data back into your cr m and connect that together and that’s a huge help, any tools that you can share that sites you can share that that would enables users non-profits to do that there’s one that directly does that it’s called small act their social profile. They do it. Casey golden, ceo of small act, has been on the show from bb khan. Yes, blackbaud unconference last year, casey well, mabe in two years ago, but i was there two years, but one of those past two years of e become casey casey golden was from small act was on. Yes, they have ah there sweet of tools is great for taking your existing set of data and constituents and connecting that to whatever their social networks might be. Okay, so that’s a great way to come back and say, these people are involved in these networks and they’re active there influencers or they just have an accountant don’t do anything so it’s figuring out where they are and if they participate, if they have a facebook account, it might not really matter if they never really use it. And i believe when casey was on, he was on with someone from blackbaud and i apologized to that someone i don’t remember his name hyre they they had done their homework before coming on the show and actually labelled me a key influence, sir, i think i was just so they get me to air the interview, i think it was heavily overstated. I’m barely a user, and but they were they were very generous, jen. Now, once we know where our constituents are, how do we start? Teo engage and then we’ll talk about putting that together with rcr. Um, yeah, i mean, you know, one thing i want to say just in relation to where people are is i think, you know, a lot of organizations end up feeling like they have to be every place when it comes to social media. So as soon as you know, instagram got big, oh, god, we have to have an instagram account or so we have to have a pinterest account or we have to start to get on snapchat there’s a lot of pressure within social media to kind of be on the next new thing, and i think for non-profits, you know, you’ve got limited resource is limited time it’s difficult to prove for a lot of organizations that the investment is worth it when it comes to social media, and i think there were getting better all the time at ways to do that, but i think, you know, as brian said, i think if you start small and and starting with the big too, starting with facebook and twitter is probably going to be a pretty safe bet for a lot of organizations, and once you do that, you will start to see patterns of, you know what? Like, we really have a lot more engagement on twitter and so maybe that’s really where we want to focus more of our investment on and then, you know, and then i think it’s another really difficult thing for organizations to do is to not just treat it like it’s, another channel to push out information and organizations tend to get really wrapped up in like, this is our agenda, these air our goals, these, you know, this is the program i want to tell everybody about without necessarily really listening to their constituents about really what they want to hear or how they want to engage with you or what kind of lifestyle are they leading, you know? So i think, you know, being able to take some risks about not always having, you know, tweets or facebook post that are, you know, specifically on mission, you know, about the organization about a program, but are really relating to people, you know, it was like, you know, if you love animals, this is probably something else you think would, you know, is great, you know, you should totally watch his video, and it may not be directly related to mission at all, but it helps really build loyalty and social media channels when you when your authentic on dh, when you’re not so focused on this is just a channel for us to push something out. But that it’s a way to start to develop, to weigh engagement, but isn’t that what we do in our offline in our real life? How you interact on facebook or twitter yourself, right? Found i’m walking past a restaurant, i think a friend of mine might like it, you know, you snap a picture and said, right, i read an article thought this might interest you forward it to a friend right now, just talking about essentially right, bringing what are thoughtfulness, right online and into the social network, right it is, and it’s it’s the same conversations you might have in person with someone. So, you know, if you’re sitting there talking to your friend and you only talked about your work and your mission and that’s, all you talked about, they’d stopped listening. They would walk away and they’re tired of hearing of it. But then if you say, hey, i saw these other things and you expand the conversation into the richness of us as humans and have that conversation. Then you have friends that stick around, and they like to talk to you because they get a great wealth of information from you and that you should do the same thing with your social networks and be able to have those engaging conversations and listen back to what they say and be interested in what’s going on in their life right? E-giving anything duitz e-giving, e-giving, ding, ding, ding ding. You’re listening to the talking alternative network waiting to get a drink. E-giving this’s. The way we’re hosting part of my french new york city guests come from all over the world, from mali to new caledonia, from paris to keep back french is that common language. Yes, they all come from different cultures, background or countries, and it common desires to make new york they’re home. Listen to them, shed their story, join us, pardon my french new york city every monday from one to two p, m. 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. You’re listening to the talking alternative network. Yeah. Dahna listening key, right? Absolutely not. When we have a conversation. It’s two ways and right. So don’t treat our social platforms is just bulletin boards where where we post and you eat and we we’ve had the broadcast model for a very long time what our media has always been and it’s sometimes difficult to transition into an engagement model, but you really do need to do a lot more listening and finding out what what is interesting to them now, how do we start to integrate this with our cr m that’s? Your that’s, your larger your larger topic? What? What? We need to he’s thinking about teo accomplish that. So i think there’s a few things. I mean, we keep talking about listening. You know, i do think it’s worth mentioning that there are social listening tools out there. And the way that you were identified, for example, is a key influencer was probably through one of those tools, right? Maybe through small act, you know of saying, hey, you’re a cute influencer, and it might be because they said let’s look at how many people follow tony and that’s. What made you a key influence or not? Necessarily, that you tweeted all the time, right? So i think on and let’s take a step further and how engaged those heimans retweets, right? Replies so it’s not just the right number of followers, but how engaged are they with your content, right? Right, so, you know, so you really can get a wealth of data from from those types of tools and when you’re doing social listening and i think what is really important is actually to just go back to some fundamentals and say, ok, if i were looking at everybody talks about a three hundred and sixty degree view of a constituent, right? So if that were really possible and what we were looking at, what would be the data that would be really important to see in a donor record when you’re talking about social media and it might be, you know, you might think about your major donors and you might say, you know, what would be really helpful for a major donor staff would be to know how much that major donor is engaging with us on facebook or twitter, right or or if we’re solving kind of a customer service issue, right? So we had somebody complained on our facebook page, and we responded within twenty four hours and here’s how it got resolved. And so that when that major donor stuart, goes ahead and calls that person a week later, they can say we, you know, we heard you had a little problem, but i think it got resolved, how’s everything going right? So i think part of it is really being able to step back and think, ok, what’s the data that’s going to be most useful to bring back into our serum, and that is going to be different for each organization. And i think it really should be driven by your overall organizational goals and strategy on and then you, because the data could just get completely overwhelming. You know, social listening sometimes, like, you know, you can get a lot of noise, so you have to be really strategic in terms of how you set it up and then what you do with that data. Once you get it on dh talking to the different constituents in your organization about what their needs might be, right, what would the major gift officer liketo have? Right as she picks up the phone and great calls calls her boss because the thing that’s probably least useful but is really what is often how we measure success and social is, you know, number of fans or followers, right? And and it is a measure i’m not saying it’s not important, i mean, i think when you’re reporting back to your executive leadership and you’re saying, hey, we grew our facebook page by ten thousand, you know, fans or whatever i mean, that is a way to measure, but i think it’s really going beyond that and saying, ok, so what? What do we do with those ten thousand people like, how can we serve them better? You know how when we make the experience with us a better experience so that they stick with us forever? You know? And and that’s i think those follow-up questions and thinking about your data in terms of those follow-up questions is really, really key, okay? And it’s important to to consider you’re gonna have different segments of your social media audience? You might have a donor who donates lots of money to your organisation never tweets never gets on facebook or anything like that you might have someone who only donates ten dollars, a year to your organization. Who’s a huge advocate for your organization. And you have to deal with each of those differently. You know, they’re they’re both definitely vitally important to your organization, but you have to include them in different ways. You want to make sure that the person who’s an advocate has the information. They need to talk about your organization effectively and then the donor. They want to see a return on what they’ve given you. So they want to see something that’s important about? Yes, i donated this money. What is it doing for the actual recipients? Is it delivering the mission? They want to find out about that and and see that result. So you have to be very conscious of what you’re different. Social media audiences in general are interested in and provide that information to them. And with such a direct channel you khun definitely look through it and find it. Do you have advice on where to preserve this information within a person’s record? I mean, if we start with razor’s edge, are we able to drill into that level of detail? Like, where would you preserve this information that a program officer or a major gift officer might liketo have? Where we where we actually put it in the c r m? Yeah, years ago, i think that’s a little tricky question because it really depends on the serum that the the organization is using, you might end up needing to do some custom fields you might not depending on what you’re using. So so i think part of that is part of figuring out your strategy for how this comes back into your sierra is saying, where is this actually going to live? And how are we going to access it? And how are we going to run reports, you know, or what can we pull? You know, from a tool set that we’re using, you know, that allows us to get kind of a big picture of you, you know, outside of the serum in different tools will let you do different things like, you know, with sales force if you use radiance six and marketing cloud, they’re already set up to connect together and tio integrate all that data, so that process is pretty much established with small ax tools you could do a data upend, and it brings it back in and connects it for you. But then you have to work with your database administrators to figure out okay, what specific fields are going where? What new tables do we need develop? So you kind of have to work that out in very specific cases. There’s not just a, you know, a big old plug in that’s the social media plug in that everybody uses. I’ll also say just not to plug our session too much tomorrow, but we’ll be joined by daniel birgitta from the national wildlife federation, and she actually they went through and did a small act depends on dh, so she’ll be talking a little bit about that experience and what data they were looking at and how that got presented back to the rest of the staff, and i think it would be a really interesting, you know, organization that’s actually executed some of these things and how that’s look, can you can you talk a little about either that example or another client example, where, uh, i’m sort of interested in in the in the what we need to capture? On dh what? The benefit of that was any you share a client story around something, you know i could share. And i could share an example from something that i actually heard it. Dreamforce. So i went to a social listening session at dream force. And and there were some folks there from the gates foundation talking about their social listening program. What is dreamforce, dream forces? Salesforce conference that’s just todo norvig that’s their eyes. Their ntcdinosaur yes. Thank you. So i interrupted, but i like, you know, i don’t know how to be behind, okay, but, you know, but they were talking about how, you know, when they were when the u n general assembly was meeting, that they had specific you no interest in listening for certain terms in order to engage with people around certain issues. And it was it was a really interesting, practical use of social listening. In terms of, you know, one of their goals was to talk a lot about malaria, right? So so they did some social listening around malaria and the u n general assembly. And when those conversations really started a trend and that was, you know, something. People were talking about, you know, the foundation was able to capitalize on that and really focus some of their communications out into the world around what people were already talking about, and tio insert them in a really smart way into the conversation. So i, you know, i think there’s a lot of different examples, but but you do need to be pretty strategic and how you decide, teo, you know, deal with your data, do social listening on dh, what you decide to bring back into your systems and the ultimate benefit of all this is deeper relationships. Is that is that what we’re striving? Well and ultimately conversion, you know, i mean, i think like, it can be difficult to measure conversion sometimes, but i think, you know, in the end, organizations need to raise more money, right? And so how dio how do these better relationships are more engaged or two way engagement? Really, with your donors and constituents help fuel conversion and whether that’s conversion too? You know, we need more activists on the ground, you know, taking action or changing a law, or we need more fund-raising in order that, you know, help establish. Or run a program you know, that is ultimately what organizations need to do is is convert people. So i think, you know, there is a way where you can have a better customer or constituent service type relationship through social media, a better, better engagement, really, in terms of content that you have out there that can result in better conversion down the road, we still have a couple of minutes left. What else? What else do you want to say about this? I haven’t asked you about anything we talked about. You want to go deeper on anything your i know you’re feeling in our workshop. So what do you want to say? One of the big challenges? Whenever we have the discussion with people about this is, you know, exactly like you were asking, what specific data do i add in and it’s, we can’t emphasize enough how important it is to think about what you want to achieve. I know we’ve said that a couple times, but, you know, we keep hammering it in because everybody forgets about it, and they’re like, oh, no, no, no, we just we just want to get followers and tweet. Counts and and how much they tweet and how many people listen to him and it’s it’s so much more than that. And it’s really that strategy part and what are you trying to do? Why do you want those people? Why do you want more people following on twitter? What do you want them to do? What’s the purpose of having them follow that we were right trying to get up and what’s the purpose of following what kind of communication do you wanna have? And to me, it’s not any different from what we went through with email marketing. It started off the same way where everybody thought email was the next great thing, and we’re just going to send out a billion e mails and everybody’s going to come running after a couple of years you figured out you needed a better strategy for it, and social media is going through that same process of of what works, what doesn’t work? How do you communicate with people through this broadcast? Television went through it, radio went through it. Every new media channel that opens up goes through that same process of figuring out what you can do. What works? How do you make it effective? And how do you really track it and prove its worth gen anything you like, tio, you know, i just would say that it is i worked for a little bit with the corporate sector in particular around social media, and i think, you know, there is there is a great pressure to prove the value of social media, i think, you know, across across corporate culture across non-profit culture, but i will say that, you know, corporations tend to think of it a little bit more as this is a way that we build brand loyalty, right? And and in a lot of ways, it’s that’s, incredibly difficult to measure, like, how do you measure loyalty, right? But they’re spending a lot of money and trying to figure it out. And so i think, you know, that’s, something that the non profit sector will benefit from is the closer they get to kind of figuring some of that out in terms of how do we really measure, you know what this really did for us and you know, and that directly impacts their investment. How much are they going to invest? In social media, right? So so i do think that there’s some everybody’s kind of struggling with us a little, but but i agree with brian it’s, you know, it’s, another channel, it’s, another marketing channel, right? It’s not really mysterious like it’s. Another way to talk to people? It’s a slightly different format, you know, it’s, obviously a shorter format, but, you know, but email was a much shorter format than direct mail, right? So i feel like we’re kind of we’re on. We’re on kind of a very similar path, and really, we just want to have the best kind of engagement in foster the most loyalty for organizations and social media is a really great way to do that. Do you find many clients come saying they get the type of questioning that you’re suggesting, general, why? Why are we doing social media from the board? You get bored? Or maybe ceos? Why? Why? Why are we doing this? Yeah, i mean, i certainly in in the for-profit space, you know, social media budgets are minuscule compared to their other budgets around advertising and public relations, right? So the pressure to prove, uh, you know, return on investment, for example, it depends on the company, but some companies say we don’t really care. This is like, you know, less than one percent of our annual expenditure, right? Okay, that could be actually liberated, right? And others say, you need to prove to us that you know, the reason we’re giving you another x amount of dollars is because it’s actually doing something for our bottom line, but i think brands more and more are seen in particular, i think the loyalty that is inspired by the really great customer service, you know, right? And that that in particular for social media for brands becomes, um becomes really important, you know? I mean it, you end up feeling better about, you know, united airlines, for example, if they respond to you when you complain on twitter, you know, you alright somebody’s actually listening to me and i’m not sitting on hold for forty five minutes, you know? So so i think there’s a lot to be learned there just in terms of, you know, responding and engaging and the listening and the things that really in a in a regular relationship, not online, are really important to people. On di think thatyou wantto you want to foster that as well on your social media program? Brian, we have a couple of seconds. You are no it just increasing, increasing that visibility. You know, if it’s a diabetes foundation or something like that, if you see lots of tweets of them providing advice and help too people with diabetes and you visibly see that, then you see the mission is being accomplished. You see that they’re really doing what they set out to do and that it helps your organization overall help you convert. You are seeing it absolutely into as you just, jen. Whatever the forever conversion might mean it’s. Not necessarily all about older fund-raising but what could very well be excellent. Thank you very much. Thanks. Both. Thank you. Taking time in a busy conference. Brian. Brian, g c is i have it. Don’t don’t coach me. Director of marketing heller consulting jen smith, vice president, digital agency heller consulting. Thank you both very much. Thank you. Pleasure. Tony martignetti cover it. Not non-profit radio coverage of and t c twenty fourteen the non-profit technology conference. Thanks very much for being with us. I have another. Auntie si interview very shortly generosity siri’s you know them, they host multi charity peer-to-peer five k runs and walks multi-channel ity means that you can have an event with a small number of runners because together all the charities at an event make up many hundreds of runners, and then you have a great fund event all day around a five k run and walk. They have events coming up in new jersey, miami, atlanta, new york city, philadelphia and toronto. If you think a run walk makes sense for your fund-raising talk to dave lynn he’s the ceo tell him you’re from non-profit radio he’s at seven one eight five o six, nine triple seven and on the web generosity siri’s dot com i have a new non-profit radio knowledge base this week, online engagement, real dialogue, real engagement in the social networks is critical. You’ve heard lots of guests talk about this, it takes strategy and planning and staff and their time and patients. I’ve got links to videos and other interviews with beth cantor, amy sample ward, j frost on a bunch of others all around the topic of online engagement. Those air at tony martignetti dot com that is tony’s take two for friday, twenty second of august thirty third show of the year here’s my interview from ntcdinosaur on technology and organizing welcome to tony martignetti non-profit radio coverage of the non-profit technology conference two thousand fourteen and tc the hashtag is fourteen and tc we’re at the marriott wardman park hotel in washington, d c and with me are austin levine kun and rachel butler. Austin is chief innovation officer for fish in strategy, and rachel butler is campaign representative for beyond oil. Austin rachel, welcome. Thank you. Thank you. Thank you for taking time. Busy at a busy conference. Your your workshop topic is real talk on technology and organizing. Rachel technology has created challenges for organizing. I thought technology was improving our lives and making things so much simpler. Yeah, that’s a great question. I think that really it goes both ways. Technology has created a lot of opportunities for organizing, and it’s also created some challenges that are new on that the world that that i work in the world that we work in has has had teo learn how to use these new tools in the most effective way. To create social change, what are what are some of the challenges that you’re seeing? I think there are a lot of challenges around technology and organizing in making sure that the new technology tools that we have at our disposal don’t overtake and overcome a lot of the tried and true grassroots organizing methods when it comes down to it to create social chains and the campaigns that i work on there’s really nothing that replaces relation, organizing one to one conversations with people and that’s really part of the tried and true methods of organizing that technology can provide opportunities, tio, expand the reach that we are looking at with with the kind of outreach and campaigns that we do. But it’s, really the grassroots organizing tools that that’ll help actually makes sense of of the the reach that technology is able to give us and actually translate that into real bored world change. And i would hope that part of what technology could do is bring us two potential people tto have these deeper relationships with way we’ve broadened our reach, sort of at the at the initial stage at the meeting stage. Absolutely okay, austin, more more let’s, talk more about the challenges before we come. Absolutely and i think i think one of the things building off of what rachel was saying that i cz difficult is really making sure that you’re using the tools that we have at our disposal effectively, and i think a lot of organizations all of a sudden, sudden have access toe so much more data about the people that they’re interested in their cause but don’t necessarily know how to use it effectively, or, um, are having the challenge of understanding you have all these thousands of people who sign your petition online, but how do you actually transition from a petition signer to somebody who is willing to show up in an event or to deliver a those petitions that at the end of the day, too their representative in congress and so on with all these advantages and expanding the met of supporters that you’re able tio really attract your cause? Come these challenges with how do you then deal with or use effectively that other tools or that tools that you have available actually help to train and then to mobilize people? Okay, and what are some of these tools that we’re talking about for, for listeners, perhaps warrant themselves organizing. We’re talking about what kind of tools and then also it’s clearly data as well, right, and one of the one of the more common ones that a lot of organizations have started to look to his hand in this on online petition platform, it’s. Whether whether that’s on your own site or change that or gore move on has developed their own petition in-kind user generated petition platform that’s one of the opportunities to engage with new audiences and new supporters in one of the ones where that has also started to cause many challenges within the adivasi community, as people are still our learning over time, what were they used best for? And where are they not going to be effective? Okay, interesting. So you know, those of us who are outside the organizing community are not aware that technology and these tools are are creating some obstacles for you. Can we can we talk specifically? About what? What? Some of the online petition tools. What kinds of problems are created by them? Yeah, absolutely. Were what, like what? And so i think. One is there becomes this expectation that you’re able to win campaigns with petitions on lee, ok, and so what? And then money is starting to g o and pressures on non-profits to use petitions to raise the, um there visibility of the campaign that they’re working on, and that works for that one specific piece. But you’re not going to be able to win long term campaigns just by starting petitions, there’s a whole host of other tactics that and campaign strategies that need to accompany in online petition for it to be successful. Rachel has a good bit of experience with on this type of work with a beyond oil as well in the campaign strategy, peace and sort of this conversion. Yeah, so the way that i like to think about it is that the’s petition tools and a lot of these online tools are exactly that their tools to enable effective campaigning. And so when we have a petition tool, you know, that brings people in the door. The petition is one tactic that’s part of a larger campaign, and one of the challenges that i think austin is speaking to is what’s that arc that we’re building what’s that overall long term strategy that a petition is an important part of it’s, an important tool, but there’s there’s much more to winning a campaign and toe actually creating change, whether it’s through the sierra club’s beyond oil campaign or any campaign that’s out there there’s much more to it than just the petition, and then delivering those petition signatures. It’s an ongoing process, and that’s really where we get back to the basics of grassroots organizing. And once you have supporters are interested in issue, how do you activate them? How do you mobilize them? How do you give them the skills that they need to become organizer’s in their own right rather than just signers on a petition and at the outset, we need to have our strategy developed let’s not just put up a petition exactly. Let’s get twenty five thousand signatures on a petition that’s not a strategy that’s a that’s, a that’s, a tool and part of ah, you said, you know, part of ah process in a spectrum, and it really translates to social media also where there’s an incentive from to have more facebook fans to have more twitter followers, but the challenge that emerges from that is then what? What next? What after that and one advocates for youth, one of the organizations that was on there was represented on our panel this morning. One of the examples of the work that they do is actually when you get people commenting on their facebook page, when all of a sudden you have these thousands of support fans online, you need to actually reach out to them and see what is it like, how how would you like to be involved and really build that two way street, that relation relationship that rachel was speaking about in order to then bring them into the fold and start to build your campaign more effectively for the long term? Okay? And so the metrics for success in the pathway to success isn’t based on just the number of fans on your facebook vanity metric, right? It’s really about the deeper organizing that that enables, before we get to howto overcome these challenges, rachel, is there another one that you can share again with, you know, people who were maybe outside the organizing community, aside from what? What austin gave voice to that petitions seemed tio be the end all and be all t people what other? What other? The obstacles we try to overcome and using these tools? Yeah, i mean, i wouldn’t even necessarily talk about petitions as an obstacle. I would talk about them or as an entry point. And so if using a petition is an entry point is a great way to engage people in a campaign and some of these platforms that have been developed in recent years allow anybody to use the tools that historically have been in the hands of non-profit organizations and really democratized them and provided platform and an avenue for people that teo start their own campaigns. And so i think part of the part of the challenge that that that we’re working out, you know, as a community of advocates right now is, you know, everybody at this point has the ability to start a petition and then there’s that next step of how do we how do we really democratize that training piece so that anybody who’s starting a petition was also has the skills and has the resource is that their fingertips to how to build that into? An actual campaign. Okay, so the field is becoming a lot more crowded because of the empowerment, because anybody can create a campaign. But how? Well, well skilled are they take it to the next step? Yeah. I mean, i don’t even know if i would i would talk about it in in terms of the field being crowded. It’s that these, you know, there are lots and lots and lots of issues in this world that we need to solve, and we need lots and lots and lots of people to get involved to solve them. So i see it as really an opportunity for people who see an issue in their world to be able to have access to tools, to solve that. So to me, it’s it’s a huge opportunity to get training into the hands of people to you know who are interested in making a better world. And i think these online petition platforms are, you know, it’s, a it’s, a great tool and resource to get people involved and one of the next opportunities that were looking tio two faces, you know, howto latto bring it just beyond starting a petition and mohr into the sense of how are we training? Um, how are we training organizer’s? So that, you know, organizing is not just something that organizations do it’s something that people d’oh. You’re listening to the talking alternative network. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. 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. Talking alternative radio twenty four hours a day. Lively conversation. Top trends, sound advice, that’s. Tony martignetti, yeah, that’s. Tony martignetti non-profit radio. And i’m travis frazier from united way of new york city, and i’m michelle walls from the us fund for unicef. It’s not always just don’t online, right? It’s not yeah, go ahead, austin, i think two and two that one of the challenges that is presented with this democratization of kind of social change or being able, anybody being able to say start a petition or sign a petition is then kind of that that next step of identifying we’re identifying which of those petition starters, we’re going to be the most effective leaders and able to then carrie, their campaign through to the end and actually win. And it’s not i think we’ll move on, for example, is struggling with this right now in terms of how do you know which which petition starter is going to be the most effective advocate in the long term? And then, are you able to identify that person were based on certain sides of chris characteristics or some other assessment, and then if they are, and then how can you train them and support them as they go through their campaign so that they’re more likely to be successful in the long run? Or more likely to start more petitions in the future and really become leaders in their communities? Let’s talk. About overcoming some of these challenges. Now, it sounds like it’s a lot more than just share this. But thank you for signing. Please share. We need to go a lot deeper than that. But again, those of us not in the community of organizer’s not not familiar, not aware of how you go a lot deeper. And rachel had it. How do we do some of the some of the training, for instance? Sure. That’s a great question on dh training is one of those pieces that personally, from my perspective, you know, i would love to see the development of better technology tools. Teo teo, you know, not only democratize the who can start a petition but democratize the training that it takes teo effect to run effective grassroots campaigns. So my background is is in grassroots organizing. You know, i come at the work that i do from a perspective of, you know, local organizing from state organizing, and since then i’ve moved. I’ve worked with national campaigns, and so training is one of those those pieces that gives people the tools. Tio i not only identify a problem and maybe started, you know, in the just sort of what’s what’s happening sometimes is that, you know, people identify a problem, they start a petition, but when we’re talking about campaigning, there’s there’s a whole other set of steps that goes on before you start a petition, which you can talk about is a tactic. But when you identify a problem there’s a there’s, a set of planning that that goes on in organizing, where you, you know, you identify what solution it is, you’re working for, you make it a smart goal, and then you figure out what’s the best strategy to achieve that goal, and only after that strategic planning has gone on. Do you go forward with implementing tactics like we’re going to use the petition as a tactic to reach out build abroad, supporter base and then from there will mobilize that supporter base by doing tactic non-technical number one tech to come or to attacking number three, you know, whatever it is that it that fits for your strategy, that’s going to achieve your overall goal to solve that problem that you’ve identified austin, anything running at about the training? Yeah, i think one of the i think, as rachel was saying one of the things that is key and many of these instances where there is an issue that your work men, organizations working on and there may be individuals out there that have started petition a petition on change dot org’s to try and change this, but reaching out to those both either the i think a combination of the individual that has already started the petition, but then also to your network in the communities where you’re looking to effect change and find asking them who are your existing like volunteers are leaders that are active on this issue and then asking them to start the petition so that they’re actually much more well versed in the issue and able to have the likelihood of being more successful and before that even happens, doing the media training, doing the, um so so that they’re actually once this petition is promoted, it’s not just a petition it’s a media moment and you have a spokesperson and you’re able actually tow start to mobilize around it. I could use a little more about identifying who the among the many now now in power petition creators how do we identify how among? Who among them are likely to be the the strongest leaders in the issue? Great question and there’s a there’s, a variety of different ways that this can happen and some larger organizations tend tohave metrics, systems of metrics in their databases that they used to assess how act active and individual supporter is, have they? How many different types of actions have they taken? Are they eh facebook fan? Do they have they signed an online petition? Have they attended in person event? And so through kind of those metrics, you’re able to identify some of the more likely candidates that could be those really strong super supporters in for your campaign. In addition to that, yeah, there’s the opportunity to tio have these people then go through essentially what are a series of tests instead of like an application, you asked them to take another action a couple like write a letter to the editor or write a blogger post about this issue that you care about, and in that way, vet them for your organization and then and as a result, are able to really, um, identify passively who who these people are that are most likely. To be good, good leaders for your campaign. So something that appears a call to be a call of action may actually be an organization sort of putting you to a test and seeing if you’re stepping up. Absolutely okay, yeah. Rachel, you’re going. Yeah, i was going to add. I would say, you know, it’s it’s one way vetting them is one way to think about it, but i think another way to think about it is providing opportunities to take further action because it’s, you know, think of if you get sent a petition online when i get a petition in my inbox, it may be an issue that i really care about a lot, but there’s no way for the organizer of that petition to know unless i’m provided another opportunity to take action. So part of what austin is talking about is providing those additional steps, those additional opportunities for somebody to rise to the top if it’s an issue that they are really passionate about. So part of what is what austin is talking about is providing a you know, what’s called a ladder of engagement, quote unquote, that allows people tio take further action. And get further engaged on an issue that they’re interested in in and passionate about going and what’s important to realize at the same time is that the latter is not the same for everybody and that some of your more passionate advocates are going to be turned off when you’re asking them to sign an online petition because they don’t know they know that they want to do more, and you have to give them that opportunity and so understanding that some of your more active supporters are going to be turned off by your request for them to do a any action when what they really want is to organize their friends and their community around the issue. And how are you going to know that? How do you know if you’ve offended someone? Because you’re ask is too small and here’s where the interesting challenge comes in? Is that it’s it’s an ongoing attest and battle tio identified teo figure out within your own community? What are those indicators were one of the easiest ways is really to talk to your supporters to send them an e mail to call them after they take an initial action. And or don’t take one after they’ve our been so active for a long time, okay? And in the world of of traditional grassroots organizing, part of part of one of the tools that’s used to really identify what somebody’s interested in what they are passionate about is is a one to one conversation. So you actually sit down with somebody and talk to them and ask them, you know what it what is it that motivates you? What’s, what are you interested in? And that way you’re able to not only meat your supporters where they’re at, but you’re able to gauge what’s the best way and what’s the way that they’re most interested in being involved. So i think part of part of the, um, one of the challenges that we’re facing is how do you use a lot of these tried and true grassroots organizing techniques and apply them in a digital world where you’ve got the challenges of just, you know, being in front of a screen rather than face-to-face we’ve also got these challenges of scale where you’ve got, you know, potentially, you know, one hundred thousand people signing a petition, so i think that’s part of that’s, part of the challenges that come along with technology and organizing and in in the real world, in grassroots organizing campaigns, there are some tried and true methods and tactics that we use and tools that we use teo build and win on issues and learning how to use those in the digital world is part of what you see happening right now. Okay, we’re gonna leave it there. Thank you both very much. Thank you. Uh, thank you. My pleasure. Austin levine kun is chief innovation officer for fishing strategy. And rachel butler is campaign representative for beyond oil again, thanks very much. Taking time. Thank you. Pleasure. Tony martignetti non-profit radio coverage of ntc non-profit technology conference. Thank you very much for being with us. My thanks, as always to everybody at the non-profit technology network and ten. And at and t c was great fun being there. That was last march or april. There was last april. Loved it next week. Dori clark is with me for the hour to talk about your personal brand. Whether you’re an employee or out on your own, you’ve got a brand. What is it? And how do? You manage yours. If you missed any part of today’s show, find it on tony martignetti dot com. Remember generosity siri’s for those five k runs and walks, generosity, siri’s, dot com or seven one eight five o six, nine, triple seven. Our creative producer is clear. My raph sam liebowitz is our line producer shows social media is by julia campbell of jake campbell. Social marketing on the remote producer of tony martignetti non-profit radio is john federico of the new rules. Our music is by scott stein. You with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent go out and be great. Co-branding dick, dick tooting. Getting ding, ding, ding, ding. You’re listening to the talking alternate network duitz waiting to get into thinking. Nothing. Good oppcoll are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna hi, i’m lost him a role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour. Eleven a m we’re gonna have fun, shine the light on all aspects of music and its limitless healing possibilities. We’re gonna invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and our voices. Join austin and sloan live thursdays at eleven a. M on talking alternative dot com, you’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. 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. Talking. Hyre
Nonprofit Radio Knowledge Base: Online Engagement
Video interview with Beth Kanter, master trainer & speaker, from Fundraising Day 2013: Online Engagement & Measurement
Aria Finger, DoSomething.org‘s COO on Mobile Engagement
Amy Sample Ward, Nonprofit Radio’s social media contributor & CEO of Nonprofit Technology Network (NTEN): Get Engaged
Video with Jay Frost, CEO of fundraisinginfo.com, from Fundraising Day 2012: From Engagement to Action Online
Shari Ilsen & Lauren Girardin, from NTC, the Nonprofit Technology Conference on “Engagement: Motivating & Measuring”