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Nonprofit Radio for August 17, 2018: Branding & Focus and Attention

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James Wu, Kristyna Jones & Rhiannon Tasker: Branding
How do you get people to care about your brand and your cause when there’s so much noise out there? It helps to be inclusive and authentic. Our panel from the Nonprofit Technology Conference (18NTC) explains how. They’re James Wu, brand consultant; Kristyna Jones with Brothers Empowered 2 Teach; and Rhiannon Tasker from The Public Theater.

 

 

Steve Rio: Focus and Attention
Steve Rio has been researching the intersection of mindfulness, creativity and productivity. He’s CEO of Briteweb.

 

 

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Oppcoll hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent on your aptly named host today’s show is dedicated to my mom. She would have been eighty five today would have been her eighty fifth birthday. Hi, mom. Oh, i’m glad you’re with me. I’d be hit with zoho no sis, if you made me sick with the idea that you missed today’s show co-branding how do you get people to care about your brand and your cause? When there’s so much noise out there, it helps to be inclusive and authentic. Our panel from the non-profit technology conference eighteen ntc explains how they’re james woo brand consultant christina jones with brothers empowered to teach and ran in tasker from the public theater and focus and attention, steve rio has been researching the intersection of mindfulness, creativity and productivity. He’s ceo of bright webb on tony’s steak, too, baby boomers, we’re sponsored by pursuing full service fund-raising data driven and technology enabled tony dahna slash pursuing capital p wagner, cps guiding you beyond the numbers regular cps dot com bye tello’s durney credit card processing into your passive revenue stream tony dahna may slash tony tell us and by text to give mobile donations made easy text npr to four, four four nine, nine nine here is branding from the non-profit technology conference welcome to tony martignetti non-profit radio coverage of eighteen ntc that’s, a non-profit technology conference in new orleans hosted by the non-profit technology network interview like all our eighteen ntcdinosaur views is sponsored by network for good, easy to use donorsearch and fund-raising software for non-profits my guests are james wou christina jones and ran in tasker. James is an independent brand consultant. Christina is co founder and ceo. Seo of brothers empowered to teach by here in new orleans. Andre hannan tasker is donor communications project manager at the public theater. Welcome. Thank you for having a pleasant have all three of you. Your workshop topic is branding for the apocalypse very ominous how to get people to care about your cause when everything is horrible. Okay, eyes the horrible that we’re, uh, is part of the horrible that we’re thinking about the current political environment and how there’s something new every couple of hours. Do you like he’s a crisis? Yes, that that is exactly what we’re talking. About that was certainly that’s the driver of the conversation and that i remember one day, you know, logging off twitter for about thirty minutes, coming back on and literally, there are six new horrible things that happened that we’re very much tied to the current political climate in the country we just learned a couple hours ago that paul ryan is not going to run for for the house in wisconsin. Well, there you go. Speak something about what’s going on on dh there’s news like that very, very often. Yeah, our challenge is to stand out, okay? Apocalyptic? Yeah, we have an apocalyptic e i mean, i think that the khan, the environment that we’re in right now is very divided. And no matter how quickly things change and how every how fast news is happening, it still feels like we’re in a very sort of divided world in the way that we’re feeling after post election, especially no matter what side you’re on it’s feeling very divided and very sort of there’s a lot of tension right now, and so it feels a little bit of tense and uncomfortable sometimes, okay, but, kristina, we can’t overcome your your organ has done it. I guess you’ve got some lessons to share. Yes, i think that we have overcome that because one of the things that we always do, regardless of what’s happening politically in the world stay true to who we are is an organization. So, you know, part of you know, your branding is sort of interpreting that message for what’s happening in the world as long as it’s a part of who you are. Okay, so, is that your first advice for rising above this noise is staying true. Yes, you are. I think so. I think what happens when we have these, you know, something, something that happens with non-profit sometimes is that wear always putting out a fire, right? We’re responding to a crisis. And in responding to those crises, sometimes we can lose a part of who we are or staying kind of on message of what we’re trying to accomplish or what our mission is. And so i think it was sort of like being i think i used on the panel today is like being a bully and a storm, right? So that’s, my part might take. Okay, so your panel’s already done. You’re relaxing them. That’s. Right, guys, take it easy on us. All right? Congratulations. Yeah, this is fun. This is not from radio. No, no, you got yours here. Anything okay? And i gather from the session description. Christina and rhiannon. You’ve taken two different approaches in terms of politics. Hyre christina apolitical. Pretty much staying mostly apolitical and reaction. Uh, using the arts to be political, using theater to be political. Yeah. Anything, something about the public theater as we try and represent all sort of views were opened everyone and we want to tell all stories and especially in our branding, we did the same thing where we said, very true to who we were as an organization and the urgency that people are few going in the community in the power of storytelling, to sort of tell people to share different perspectives and the power that storytelling really has. Teo help people feel like they understand a different viewpoint than their own, whether that’s, depending on all sides of the political spectrum, i mean the public theater being in new york city, we do tend to lean a certain way, but we try toe be as open just all, all voices in all stories on dh, hopefully help other people understand, especially as i said, we’re divided right now, helping understand other people and under perspective helps sort of refused attention and help people come in issues in a different way. James, i think it’s pretty well recognized that storytelling is critical. We’re not a theater group that has a stage literally, yeah, how can we effectively, compellingly is better. Tell tell, have the storytelling or telling ourselves yeah, yeah, that is a great question and one question, that question that doesn’t have fans, we have to have a fan, i have know that we’re seeing a james now you both way or lindsay is a small town, there was astra, everybody about each other’s people and your, uh, your home i’m leaving now way that was legitimate, okay, just kind of make up having any family. So how do we do this compelling? You know, that’s a great question is actually question that came up in a in our panel conversation today from the audience and ran and answered it beautifully, and i’ll try my best kind of encapsulate her great response in that. At the end of the day, yes, we might not be affiliated with an organization that is in the arts or in the future, or use this storytelling as the primary medium or platform. But the work that were in in the nonprofit world is all about human stories, right, it’s all about change and transformation within humans and communities that they dwell in, that we serve. And so i think at the end of the day, you know, you might not have art as kind of the channel for telling these stories. But the better you can get at telling very human stories that connect to people at a very human emotional level. I think that’s, where you get really, really, really power. How do you do drill down into that? Getting that making that connection with with the leader of the viewer? S o i think one of the mistakes that a lot of organizations do is they get caught up in kind of explaining their model like this is our theory of change. And this is here all of our programs, right? We invest in building community, we invest in entrepreneurs, whatever it is way train leaders instead of thinking about why, like, why do you exist? What is your purpose? What is your reason for being right? If you can start there, then you can begin inspire people in a way that if you start talking about your products and programs, you might lose them. Right? So if you can start with why you exist, really drill down and get to your core purpose. I think anyone can really identify with that. Begin. Teo, resonate with that message. It’s. Time for a break pursuant the round up the fund-raising round up it’s called the pursuing e-giving outlook. They took all the latest fund-raising reports. Boiled it down to just what you need to know. Plus they did a webinar on it. And you can watch the archive of that it’s, an ensemble piece, the content paper and the webinar both. Are on the listener landing page that is at tony dot m a slash pursuant remember the capital p for please. Now, back to branding. Cristina’s doing a lot of nodding. Yeah, i what’s your way, you know, brothers and power to teach, unlike the public fears only four years old, right? Um and so we’re still kind of a startup, but when we first started, it was very much like, this is our model. We have these three steps. This is what we do, and people would be like dahna and so when we started telling the story about why we do the work and why we think the way we do, it matters, it was much easier for people to connect. And so i think that that’s really, really important and you’re trying to get black men to go into teaching, right? Right? Education. That’s right, brothers? Yeah. Weather’s empowered to teach brothers and power to teach and sister bras and power to teach. But, yes. Okay. Okay. Uh, and you’re you feel like you’re creating a lot of boats and a lot of conversation around your mission. How? Yeah, on the way of rising above you, get talking about you? Yeah, i mean, uh, one of the things that i said today was that, like, show up, right? So we show up to lots of different things, and we show up in lots of different ways. So we participate in lots of activities going on around town related to the issues that we work on, but also on larger issues like there’s, an initiative in new orleans called forward together politicians non-profits people who work in the private sector come together, so we go to those things. We’re all constantly wearing a b, right? So that’s one of your share, one of the ways we show up the every way is that we know on your shoulder turned my shoulder way. We have young people who are very much engaged in the work that we do, and so they do a lot of videos for us. They do a lot of tweeting for us. They we do a lot of social activities, so people see us collectively together, and they’re like, what, that beaming? What hashtag real bro teach? What does that mean? So that’s how we really driven people to think about it, brandon, how about the public theater. How are you creating buzz conversation about about the pub. I mean, the public theater is a definitely a growing brand, especially in new york city. We had hamilton, which was like a huge, huge threat. Hamilton before was on broadway. Yeah, we created hamilton here the way we did the workshops and, like, sort of helped. It could be that show. And then we did the first production. That was the production that moved to broadway. So we had a lot of sort of, like buzz from that show. And i were now in the place of like, okay, now that hamilton’s sort of moved on, continuing those conversations and keeping us in the forefront of people’s mind as a theatrical in student as well. Civic inge institution. We hold a lot of talk are that are hosted the republic form team at our home in astor place. We also were doing them a delacorte. We hold other sort of initiatives. We did. Voter registration was a big thing. We had a table on our lobby on bistro. Participated with other non-profit geever okay. Interesting voter registration. That’s. Um, that’s. Not something that intuitively i would. Link with with a theater? Yeah, it was initiative that was started by believing playwrights horizons. They got theaters throughout the country to set up voter registration foods for when people came and saw shows they could register for vote while they’re like waiting in line or internet during intermission or after the show. And the idea is just to help people engage civically within their communities in the country by voting, and we had a huge turnout. We also did some pushes on our social media and through emails, and we got a lot of people registered to vote and it’s our way of sort of helping people just be active within our community and engage socially not just with the conversations that we’re having with the work we’re resenting, but just like in the real world outside of what’s on our stage is james, you’re our resident consultant. How generally, how can we create conversation and buzz around our work? I mean, i think we just heard some great examples, but beyond those, yeah, i think it does at the end of the day, come back to having a clear sense of who you are, but also who your audience is and we talked a lot today about authenticity, right? Yeah, doing here too, yeah, allowed on non-profit radio on and i think the theme of authenticity is something that we keep the three of us keep coming back to and is a common thread in all of our work. But, you know, like rian instead of beginning organization that’s yours and organizations that tend to shift their messaging or change, they are in response to what’s happening the world today without remaining true to kind of their core purpose or kind of their their identity. I think there’s a real danger, they’re kind of losing sight of what you’re all about and why you exist. I think when you have a clear sense of who you are and more importantly, how your audience connects with that, then that kind of authenticity shines through no matter what is happening around you. And i’m sure these to concede say more about that. Yeah, i think a lot of the questions we have today, no matter what the question was, are always kind of brought back to that authenticity and who you are and sticking true to who you are. Whether it is like a post election end of your campaign where there’s a little different urgency within it, it’s still about those fundamental things that make your organization what it is people are going to see right through you if you’re trying to, like, do something urgent, that doesn’t feel authentic or real because they don’t want to give money to an organization that’s not going to do something with it, that’s what that is fundamental to who they are, and so the public theater and, like we have always stuck true to those values that were theater of by and for the people on that culture belongs to everyone one and this is we are places, storytelling, and those are the things that are important to us and just framing it in the way of the moment of it, whether it’s urgency or what, no matter what it is, it is it’s still, those things at every question we got today, we kept coming back to that authenticity and who you are, because, christina, you’re not only alienating your mission, but you’re also alienating your core supporters, right? You’re awful, haley expecting work for you, you and your employees, your staff, they have certain expectations. Now we’re adjusting just because there’s tha multi in the in the political economy, right? Exactly. I mean, we think of our brand is a person, right? So one of the activities we did when we did our brand refresh was okay. His brothers and power to teach was a person who are they use a person? This ah, james is a user persona, or i think that’s part of it certainly part of it and so, you know, kept coming up with all the things that we already do that sort of reinforce who we are as a person, so we’re twenty something creative, collaborative, fresh and fashionable group what we read, what we listen to way to our podcast, you know, all about those things that connects our brand to people who want to hear about the work we’re doing in more detail, and it translates into the photos we take into our website. All of those things signify that you think, tony, you just used an interesting word a minute ago, and then there was expectation, and i think, that’s one thing that we actually didn’t talk a lot about. Directly today but certainly was a theme that i see woven in a lot of the work, especially the tactics that both of your organizations have used in the past year and can be something as small as the public theater in there. You’re an fund-raising campaign last year instead of their typical just we’re just going toe send email after email appeal at the end of the year asking for our audience to give us money they actually hand wrote notes on postcards thanking people for their contributions for their engagement, a very analog old school approach in this very hyper, you know, social media, digital world, and they saw a huge bump in terms of kind of hoping to see a big bump in terms of renewal sze but did see a big bump in terms of engagement, justin, based in response to that tactic, which so that kind of analog very old fashioned, if you will approach really, really cut through the clutter when you’re just getting bombarded on social media or email today and similarly with brothers empire to teach, i think one of the things that was really interesting when they were going through their brand refresh. They had an exercise where there, you know, looking at something as mundane as colors which should our color palette be that represents our visual identity. It’s a very standard part of any branding exercise. But the way that they thought about colors was really provocative for me. And i should probably just, like christina tell the story herself. But essentially, you know what? What i heard was correct me if i’m wrong that yeah, you tell us. Thank you. S r color palette is soft. So its environs so it’s yellow, teal of, like, a lavender. And i grayce right. And the reason for those colors is because we did this today we had all feel like you’re hearing. Yes, you’re going down going down with you. Eventually wei had everybody close their eyes and say and think to themselves, not necessarily share like you think of a young black man. What do you see? Right? And so when they open their eyes and said the reason these colors are the colors they are because they signify liveliness and collaboration and nurturing. So a softening of the idea of a young black man is because we want people to see young men as nurturers, right as having potential to nurture so that’s why our color palette is the way it is. We talked about this idea of i used to come from the international development world in this this expression or phrase club poverty porn. But if you’ve heard that but it’s kind of this, you know, in our imagery we either really negative imagery that’s very exploitive in an effort to raise money and awareness, right? So malnourished kids and sub saharan african with flies on their faces, right? That kind of creates this sympathy or pity. On the other hand, the pendulum has swung in the complete opposite direction in the last five, ten years, where everyone uses just images filled with happiness and optimism and joy. And i feel like there needs to be a recall calibration again and something that’s kind of in between that prevent presents a mork, nuanced complete hole and maybe complex picture of what the issues are that we’re dealing with in the communities that we’re serving. I think that there’s a real danger and kind of dumbing down your message rebrand or simplifying it to say, this is this is who we are, this is what we’re all about and it’s it’s kind of playing into what people expect right versus some little what brothers in power to teach duitz he said, how do we create an image that is more about fostering this nurturing environment? And then also in some of the photographs, you see it’s, like, sometimes it’s really struggle on diversity that you see sometimes it’s real celebration enjoy and just the complete humanity that’s presented kind of a whole human being, i think that’s um, something that we don’t see enough of today, christine what’s a home run for you is that when when someone decides to and embark on a career in education is that i like the grand slam home run and a stadium fans would be if a young man starts with us and doesn’t want to teach, and by the time he leaves he’s like you know what i’m going to teach. So that’s that’s a grand slogan, the basic home run is basically a young man who should, who may want to teach what isn’t really sure and decides to teach, but we’ve had a lot of success with guys who had no intention of teaching because only three percent of all the teachers in the entire country are black men, they don’t see themselves and teaching, so the idea that they now see themselves with the teacher or working in education period is like, phenomenal, really, yeah, and you talked a bit about inclusive hyre say more about that in terms of the public’s brand. How do you feel being inclusive sets you? Aside from competition in new york city, the public theater, it’s one of our fundamental sort of missions is tio provide theatre to everyone no matter what background you are. And i mean, if we dio free shakespeare in the park where we give one hundred thousand tickets, world class shakespeare every summer, all for free heart is held to get to former new york come on, we’re making i mean that’s the thing that they are hard to get, people have to wait in line for hours. So what? We’re taking steps to make it easier to get tickets for everyone. So we do distributions in all five boroughs. We like what they’re like throughout the week we’ll be, we’ll be in queens one. Week will be in brooklyn will be in the bronx and staten island dahna distributing tickets there so that they don’t have to come into the city, wait in line for hours, maybe, or maybe not, get a ticket and then wait until the show in the evening. It’s a more accessible moment for them to get tickets there. We also have a digital online lottery so people could do it from work or from where they are. We do a lottery downtown, it are after a place home. So again, you’re not waiting in line. You can come enter the lottery, get john, be quick, we so we are trying to you offer more and more opportunities to help like to help expand who is seeing the theater versus the people who are able to write in line. We also do the mobile unit, which takes shakespeare to prisons, homeless shelters and community centers do out all five boroughs, and we do that twice a year. Once a year, we’ve now expanded twice a year, their twenty stopped tour, and then they come downtown and dio a three week, three week run at our theater and astor place and all those tickets are also free inclusion. Yeah, well, i just want to talk about. No, but the wraps. Okay, what else could we talk about you, you had your your workshop. We’ve got another five minutes or so together. What happened? We touched on anybody that we want to. You did ninety minutes. I know. We’re all talked out questions, maybe questions you got that we haven’t talked about yet. Well, one thing that that we didn’t that didn’t come up, that some folks ask me after our panel was, you know, it’s it’s interesting because you have a very founder lead organising your small organization, you’re young organization upmifa on the contrary, public theatre has been around for sixty five years, almost and their founder is not, you know, directly involved anymore, but oscar eustis who’s been there for how long? It was ten years when i started so twelve, thirteen years he’s kind of an iconic institution in another sound. And so how do you think about brandon relation too? The founders personality, and if you work in an organization that doesn’t have a strong founder with that really influences that culture than then what do you do? I don’t know if you guys have thoughts on that. Well, i’ve worked in no book fired-up buy-in my previous career, i was investment banker, community development and one organisation i work for went through a big brand refresh the founder had long been gone and what they did. Internally was sort of theater does with the stash and sent out a survey. Like, who are we way say we are. Who do you think we are? Wait, you think we should be? And they did a whole entire brand refresh based on sort of who’s in the building. Now, who works for the company now? Why did they come to this place to work here? And i think they did a great job rebranding themselves. Enterprise community partners. I haven’t looked at co-branding lately, but a few years ago, they did that. I thought that was a really great way to do it when you don’t have a strong founding founders culture anymore. The founder has, you know, your organization has evolved over the years. You’ve had another executive director, but you still want to stay kind of truth to your original mission. I thought that that was a great way, actually. Survey surveyed the staff surveyed the stand. Why are you here? Right? Right. Right. And i guess you know another question. Taking that a step further that i get all the time. Okay? We were sold. We should go through a branding exercise. That brand refresh. If you will, how do we get the leaders of our organization on board? How do we get the entire staff on board to really buy into this? So this doesn’t just feel like a bunch of pretty words that we stick in a mark getting drawer, but has riel impact on how we show up in every department throughout the organization every single day. So how do we get that buy-in that’s my question, i don’t know, i mean, you guys are both live and breathe this every single day, and i’m happy to share my thoughts, but i mean it’s, the public theater is such a deeply rooted mission and oscar, whose artistic director really lives and breathes the mission of the public and truly the people who work there want to be there. I want to be there for the mission of the public it’s, you know, it’s non-profit you want to be there for that, you you want to be there to help give thousands of people free tickets in the park and the work that goes behind it and to create good work. So we are kind of in a a very lucky situation and that we are very, very rooted in our mission and our brandon who we are on it, it stuns from having a strong artistic director leader who any speech he gives any from, like a staff meeting, agreed to the delicate and opening night of shakespeare in the park. It is so rooted and who we are and so rooted in the deep belief of who we are every so it really helps everyone in the organization really get behind it because you know that you’re working towards something not for our leader believes and i also that’s something that we believe in a cz group and as a theatre, so we’re kind of we’re lucky and that our way it’s so embedded in us is a public you don’t know, a lot of cedars don’t necessarily even have that theater is not something that people think of in these huge, huge, deeply founded missions and values and big we have brought their broad and really lofti of culture belongs to everyone and theatre should be free for all and all those things that but there are things to aspire to and there things that we all are working towards. Is an organization, james, if we don’t enjoy that luxury that the public has yeah, you yeah, i think one of the biggest things that i tried it teach my clients is that when they’re going through branding, exercise, it’s really critical to bring the entire organization on board throughout the process, right? There’s, nothing worse than going through a six month rebranding and the leadership says tata, we’re done look at our new brand and he says, what, like, how come i didn’t have my how come i wasn’t hurt happened? I didn’t get a chance to weigh in or at least share my opinions or and so i think that’s a really, um, the fine line between, you know, a successful branding and co-branding that ends up failing one of the i think it comes down to when you’re when you’re developing a mission or purpose statement, if you’re developing core values for the organization that you don’t fall into the trap, which is choosing empty words, right? We’ve also core values like empathy, innovation, honesty, well, who’s, who’s not going to be honest, like, who wants to be the opposite of that, right? So those kind of be empty, meaningless core values. How can you create a set of values that really change the way we show up to work every single day? And so one of the things that i do is my clients is after we have this branding, we bring everyone along throughout the process there entirely bought in, we say, okay, now we have this new set of values. Now we have these new purpose. Maybe we’ve written a manifesto. Really? Look at these words break up into teams. So finance department, accounting department marketing department operations team i want you each to go and meet and look at these words and really understand what they mean and have a conversation about what’s going to change. What you going to start doing mohr of today that you’re not doing enough of what you going to stop doing as a result of the language on the words at the end of the day, a lot of rebranding tze come down to a language and words and the intention that you put into those really can go a long way. Okay, we’re gonna leave it there, ok? Alright, right they are james woo, independent brand. Consultant christina jones, co founder, ceo of brothers empowered to teach rehan in tasker dahna communications project manager at the public theater. Thank you all. Thank you all very much things interview scheduled sponsored by network for good. Easy to use donor-centric software for now. Non-profits thank you so much for being with non-profit radio coverage of eighteen. Auntie si. We need to take a break. Regular cps, please talk to eat. Which tomb? You heard him on the four hundredth show. Plus he’s. Been a guest on the show a couple of times. Check out the firm. Of course. Do your research, then talk to e tell him what you need. He’ll tell you whether wagner can help you with your accounting needs. No pressure, all professional. Got to do your due diligence. Get started at wagner cps dot com now, tony’s, take two. I’m paying attention to baby boomers. Millennials get a lot of attention. Of course on dh that’s deserved. That could be a very, very important part of your fund-raising prospect pool course. Depending on your mission, they’ll be donors for fifty or sixty years. I am not saying ignore millennials at all we’ve covered in here on the show many times what the trends involving millennials, etcetera and will continue to but that i don’t mean that is the universal no gator along with that my consulting, and hence my focus is on baby boomers. They’ll be around because i’m one and i’ll be around for a good forty years. Actually, i’ll be around for another forty four because i’m living two hundred so they’ll be around there’s a lot of wealth in the baby boomer generation, they have proven to be generous with their wealth, lots of reasons to pay attention to baby boomers and to promote and market the state and retirement plan gifts to them, as well as paying attention a millennial’s again, this is not an either or depending on your mission and depending on the makeup of your constituents, they may both very well fit in. Okay, my video saying a little more on that is at tony martignetti dot com it’s my pleasure to welcome steve rio to the show. He is founder and ceo of bright webb, a social impact consultancy delivering strategy, branding and digital. He aims to build the world’s most flexible, engaged and efficient company. He’s, an expert in exponential organizations, remote and distributed teams and workforce, wellness and performance. He consults with impact leaders to reimagine their organizational strategies, systems and company cultures. The companies that bright webb b r i t e web dot com and he’s at steve rio. Welcome to the show, steve. Hi, how are you? I’m very well. How you doing? I’m doing great. Good. Were you calling in from? I’m calling from my home office on bowen island in british columbia, canada. Wonderful bowing island. How far offshore is bowen island? Probono island is the closest island to vancouver. It’s about a twenty minute fairy. But it’s a small little community about thirty, five hundred people. So just a small, small island. Okay. And you’re a good, uh, i don’t know. Six, seven thousand miles from new york city. That’s about right. That’s. All right. Right now. Yeah. Okay. That’s where i’m sitting so, uh, okay. It doesn’t matter who got twenty. Eighteen. It hasn’t mattered for a long time. Okay. Um, you’ve been you’ve been spending a lot of time learning about researching the science of focus and attention. What? What? What brought you to this? Yeah. So, i mean, i’ve been thinking about this, i guess, as a leader of a company of about five years ago, we moved to more of a remote model where we’re kind of embracing twenty first century practices around, you know, organizing people, so we started allowing people to work remotely and and travel while working and doing things like that. And then a couple years ago, we launched a distributed workforce of freelancers, so we have freelancers in twenty five cities around the world now and, you know, over that time, one of what i’ve learned for knowledge workers there’s an increasing onus on the individual to think about how they manage their time, their work have it how we organize our offices, whether those air, virtual or physical spaces and just really thinking about, you know, the capacity and capabilities of our teams. And so i guess even for myself thinking about how to maximize productivity and howto really achieved the most impact i can have in the work we do it’s become a key part of my thinking on howto really maximize their teams. So it’s been a few years now where i’ve been focused pretty heavily. On this subject did you used to have a more traditional office where all our most people worked in one place? Yeah, i guess that would have been about four years ago was when we started making that transition. We were we were working out of an office. So we have an officer, vancouver. But we serve clients mainly in the united states. So we have an office in new york as well. So as soon as we had two officers that’s when we started to think about howto have you no more of a distributed approach toe work. And so four years ago, we started making that transition. Okay, i see what drove you to that. All right. So you could have come to the studio. You you could’ve visited the new york office and come to our studio here. That’s, right? But it happens to be summertime and summer time on the island is pretty good. So i understand how you could be with you in new york. That’s okay? We tried, tio. We tried to, but the schedules were just, you know, i’m not in new york all the time, either. I’m, uh, i spend a lot. Of time in north carolina, where the beach yes, i have a beach house there, and the beach is also very nice. During the summer, you might have heard rumors to that effect the ocean and beach life. Very nice in the summer months. Um, yeah, okay, so you’re and you’re interested not only in the not only interested, but you’ve been spending time researching not only the conscious aspects of this, but unconscious earth. Yeah, well, so to me, there’s sort of a couple of key components. One thing is how we organize our time. You know, i think about this from if we’re thinking about the social sector, which is who our clients are in a lot of who i consult with and work with. I think about the capacity of our teams because i think we have pretty severe limitations on budgets on operational budget specifically and thinking about howto increase the capacity of our workforce. And i think one of the ways we can do that is by really looking at the way we structure our time and the way we you know what kind of habits we reinforce in the office place and i think first off, there’s the component of just getting focused, work done and thinking about distractions, thinking about how we’re implementing technology and the sort of core components of that, i think a second component is around creativity and around creating space and allowing people actually have the time to think big and come up with creative solutions, which doesn’t happen in a busy, distracted work environment. And when you’re right in front of technology all the time, it kind of requires ah level of space to be created for people and so let’s. Ah, let’s, get some ideas. How do you how do you create that space? So i think creating spaces, it comes with first off and understanding what it means, you know, what’s interesting, like, you know, we’re starting to work with universities in canada as well as the u s and thinking about how we start to educate people from a younger age about what it means to be productive. I think we have, you know, his knowledge workers. Most of us are knowledge workers in today’s world who were working in front of a computer, and we’re creating documents or information products or things like that. Were a lot of communications, so oftentimes we feel like productivity is time spent in front of the computer o r on our devices and and i think it’s really important to realize that productivity and creativity comes also when you create space, when you go for a walk, when you take breaks when you actually disengage from the, you know, actual document creation or the actual work you’re doing and take time to process what’s happened so what’s interesting is that we have a conscious mind in a subconscious mind, and, for instance, when we learn new information, um, about six percent of that goes into our conscious mind, which is immediately available, and the other ninety four percent goes in our conscious mind, and that takes time to process and that’s where we kind of put things together and think that’s where correlation happened, that’s where true creativity happens. So, you know, i think most people would, you know, relate to the idea of the best ideas might come to them in the shower when they’re doing the dishes or when they’re, you know, doing some task that requires very little cognitive effort and that and that’s when our creativity strikes, and so what i what i try and teach my team and what i talked to people about in our workshops and the work we’re doing is about think rethinking what productivity’s means and how creating space in your days and you’re weak can actually be a very productive way to be a more creative contributor to your work. This reminds me of the dark days when i practiced law, and in those days we didn’t have why didn’t you have a computer at my desk? We’re talking about nineteen, ninety four, nine, nine, nine nine to nineteen ninety two andi i i’d have to stare at a blank ledger every day, and i knew i had to fill it up with atleast ten hours of billable activity. Otherwise i’d be working that weekend to make up the difference, and there were all kinds of building codes for for producing tangible output, but there was never a code for thinking. You know what? I just spent time thinking about your case, thinking about what the best strategy would be thinking about how to manage the relationship with this adversarial party, but i could never build for i thought and i i i had to build it into some document, some letter memo to the file or to the client that i had written this thinking time was never a billable activity, that it wasn’t a recognized thing that we should ask clients to pay for. Yeah, sorry, we feel the exact same thing as a consultant, you know, we were able to build for designing a website or creating a strategic brief for leading a workshop, but a lot of that that the thinking time is sort of out in space that we’re not. We’re not ableto billed for, which creates on, as, you know, an inverse relationship with the actual quality of the work that we’re trying to deliver. Yeah, wait, we just have a minute before a break tell me how you enforce this. How do you get people to it’s create this white space in their in their work days? Well, i think you just i mean, it’s been very interesting trying to implement this with my own company over the last couple of years and the hardest route to do this with his with young folks with the millennials grownup as digital natives. In so it’s kind of repeatedly letting them know that they’re a part of their job is delivering value like deep, valuable thinking, and to do that, they need to create some separation from technology and from their devices, and they need to create space and so really encouraging people to get up and walk around to take way. Taking meditation moments through our days, we have these virtual meditations we do throughout the week that are just three to five minutes, because i don’t think it could be. It could be a short period of time or a longer period of time longer the better. But even to destry minutes can make a big difference in your day where you’re actually fully disengaged in either in a short meditation or even just day dreaming and looking out the window. Hold that’s all we’ve got to take a break. Yeah, tell us you’ve heard the tell us mony als from charities that referred companies for credit card processing and, of course, they’re getting the revenue each month on dh from companies who are using tello’s for credit card processing can use more revenue big question can use more revenue that long stream of passive revenue. Ah, i’ll bet you could watch the video at tony dahna slash tony tello’s that’s the way to get started now back to steve rio. Steve, i am guessing that a part of this is the especially the millennials where the tougher nuts to crack, he said they need to see you doing these things a swell like you’re you’re taking the virtual meditations with them, of course, that’s, right? Yeah. So so i think i mean, i think what’s very key for organizations realized that has to start with leadership, and so i think in my case, i’m the ceo of my company, i’m the founder of my company, so i’m ableto teo live this toe live this thes recommendations and these ideas and to really create that opportunity for people to pick it up. Now, it’s a serious behavior change for a lot of people who are very accustomed and, you know, perhaps addicted to their devices into being engaged with technology and those things so really creating behavior change, which could take some time, but it does start with leadership. Mm. And i think it all you know, it also we also have to rethink the way we organize our offices and the way we organize our work days and start to create, you know, periods of the day where people are allowed to work uninterrupted without the expectation that they’re going to re responding to emails or or taps on the shoulder or slack black messages that air coming in. I mean, the amount of distractions were seeing in our workplace today is is pretty insane, actually, when you think about how the brain works and what we actually need to do, teo, to be focused, creative and productive. So again, maybe maybe enforcement is not quite the right word, but encouragement or, uh, seems sounds like you’re stronger than just encouraging. Do you have these periods where people are no, during which people are not expected to to respond? So that’s their long term, you know, sort of thinking time and creative time. Yeah, we yeah, we do. We encourage way encouraged people to to use their calendars as a tool to block out time for that they’re weak. Where it’s very clear to everyone if they’re looking at other, you know, trying to find a time to book a meeting that these, you know, we encouraged ninety minute blocks of time because that’s really the amount of time that the the brain can, you know, we can focus on a hard cognitive tasks without meeting a break. So these ninety minute blocks, we encouraged those in the morning whenever possible because that’s really the most, uh, energy or your brain is going to have for the for the day. And we also created some tools, so we use black, like many, you know, like many companies, we use flak for internal communications, kind of quick, quick communications, but we’ve created a tool where people can basically turn on a snooze button for their slack, which notifies others when they messaged them to say, this person is in a focus what we call a focus block for x amount of minutes, and it indicates the amount of minutes before that person will be available again. Okay, so both some tools as well as practices and then what we’re what we’re looking at now is looking at sort of a shared a shared timeline throughout the day that works because we work on both the primarily the west coast in east coast time zones in north america, but basically looking at a calendar format that works for both, where there’s specific periods of the day where everyone is encouraged to focus in on their work and other shorter periods of time where everyone is focused to then use those periods to collaborate, communicate, ask questions and do all the regular sort of things that are necessary to move project forward. When you’re interviewing people to work for you, do you bring up these topics and sort of assess their their willingness? We do we? I mean, i don’t expect i don’t really feel like it a subject that is taught in universities or that many workplaces have ever really considered, so i don’t necessarily expect people to come in with a knowledge of it, but i do expect people to be open to it and willing to adopt it, and actually, as we’ve developed this content, more and more we’ve done two things one is internally, we’re starting to build a curriculum for this that will be basically required learning it’ll be part of our onboarding process that people will go through over the first a month or two of being being part of our company, where they will, they’re basically build these habits up, and these will be poor expectations of our of our work, of our workforce. The second thing we’re doing is is creating we’ve created a new entity called right well on break wells, you know, mandate is to help train and educate people through workshops were working like i said, we’re about to embark on a university tour to start teaching this as a supplementary content to college students. So my my my goal would be that people start to recognize this is the core necessity for for the workforce, not just being a subject matter expert and say, fund-raising or marketing or whatever, you know, your your specific areas, but also your work habits. So really thinking about both as as critical to success. How often do you do the virtual meditations? We have those happening every day of the week and there in a couple different times and what they are, they’re basically optional five minute meditations where people can jump on a video call, yeah, like on a video link, and they every we jump on the video and we just start with everybody sharing a one word kind of update on where they’re at so it could be stressed or excited or tired or just something to check in really quickly. And then we have a three, three, two, four minute guided medication that we all listen to. What it was really interesting is that the the actual active taking those three to four minutes is really relaxing and rejuvenating, you know, energetically, but it also brings people together in a very interesting way that we always end the calls of people, the big smile on their face and kind of connected in a way, even though we’ve been mostly silent together for those three to four minutes pretty neat how many of those do you participate in? I try to do them at least three or four times a week. I participate in a lot of them, i don’t i don’t leave them, but yeah, i try to participate in them a lot. I mean, i think, like i say, a lot of this is lead by example and and show that even a busy ceo of the company can take that time, you know, creating that space is possible, it’s a matter of sort of changing your mind set around how you structure your day no, we’re going tow. We’ll take another break and when we come back, i want to i want to start talking about your encouragement for non-cash hour, mindfulness and and attention. Great text to give. You’ll get more revenue because they make e-giving easy for your donors is our newest sponsor welcoming them again? If your donor’s consent a text, they could make a donation. How much simpler could it be? It’s simple, affordable, it’s secure the ceo is chad chad boyd. You can talk to him. The way to get started is text npr to four, four, four, nine, nine, nine for info and to claim a special listener offer. We got about six more minutes for focus and attention. And so, steve really let’s make that shift what’s your encouragement for people outside the work day. Yeah, this is to me is a such a critical area and it’s very interesting to try and, you know, impact people’s personal behaviors, right? And i think it’s a critical component of our success that work is their success out of work. And i think to me, they’re all combined these days. So there’s a few things we really focus in on one is people’s morning habit. So how did they start their day? Particularly the first thirty minutes to their day. So really encouraging people to wake up without technology. So just stay off of of the internet, on off social media and off their email and things like that for the first thirty minutes of the day. It’s proven it’s a very critical time where we’re shifting mind state from, you know, from asleep to a conscious state, and it is a key time to sort of tell the tell the brain what type of what type of hey, am i gonna have is going to be a fragmented, distracted day where there’s all sorts of news and e mails and alert coming in? Or is it going to be a day where i’m focused on my priority? So the morning routine, we talk a lot about there’s, other aspects of that too, where we wait, just think about can you get some physical time in o r sum? Like even if it’s just yoga or a walk or something like that? But how? Do you think about your morning? And similarly before you okay? Before you move on, i want to focus on the morning. All right, so so you’re recommending eso. Okay. So, it’s, fine to wake up with your phone. Okay, your phone is your alarm. Okay? You silence. That sounds like don’t put it on snooze taken extra ten to fifteen minutes. Right? That’s bad. Probably, uh, okay. And now set aside. Don’t check e mail. Don’t look at the latest alerts. Um, what do you want? What do you want me to do? Right after i hit that silence button on the alarm. Yeah. So i think probably the most. The healthiest thing you could do for your day is to wake up to spend the first few minutes of your day, perhaps thinking about your top, you know, maybe what you want to achieve that day, maybe thinking about what? Your great before, like, you know, taking a few minutes to have a bit of a gratitude practice. So a simple way to think about that is just every morning. Think about three things that you’re grateful for and those could be, you know, somebody important in your life some projects you’re working on, you know, the sun is out. It could be very simple things, but taking a few moments to be grateful and two to to, you know, feel good and excited about your day. And then i think also spending the first few minutes, uh, doing something physical, if possible, if you can get up in the first thing you do is get outside and breathe fresh air and go for a walk. That’s a very healthy way to start your day and to warm up your body in your mind so i can stop in the bathroom first, right on my way to the walk. Absolutely. Okay, but don’t eat anything, you know, okay, because otherwise out of bladder pain be terrible walk so yeah, and it could you might, you know, you could wake up and make your coffee or make your tea or, like, i think, just having basically a morning routine that is calm and present, where you’re spending time in the present moment, whether it’s like a lot of people for them it’s the ritual of making a great coffee and thinking about their day and looking out the window. And just, you know, taking a few moments to be very present at the beginning here today is a great way to ground your energy and be more resilient when you do start, you know, getting your work environment and you start getting emails or not you and all sorts of information, you’re a lot. You have a lot more resilience and ability to be, you know, president and capable of handling whatever stone at you. Now, this sounds good intuitively is their research that bears this out. What this is this effect throughout the day that you’re describing there is a lot of there is research around, yeah, around the way that you start your day. So when people, when people start today with technology, whether it’s, whether it’s work related, so se e mails rather kind of alert first off, any type of work e mails or things like that can immediately trigger an anxiety response, even if it’s not necessarily a negative thing, it could just mean hope there’s an urgent thing or something pops up, and so when you start your day with that way, you’re basically haven’t heightened, uh, heightened dose of what we call cortical zoho yeah, yeah, and this is where your stress is, one of those one of reaction to stress hormones well, basically spike right out of the gate without having a warm up to the day and then there’s also research that shows when you start your day with technology, your brain is basically triggered into a highly reactive state, which means that you’re more likely to be distracted on dh less able to stay on task through the morning after the day. I mean, so so you’re more likely you’re basically telling your brain if you think about our brain in a more about, you know, primitive sense, if you wake up and you’re immediately alerted to thirty different things, you’re basically telling your brain today is a day where i just need to be aware of anything that moves around me, which is not necessarily the state you want to be in when you wantto get him focused. Work done. Okay, so the research bears it out. All right, all right, all right. What? Anything else we have? Just about two minutes or so left. Anything else for outside the work hours that you reckon e i would. Say the at, like, the absolute most important thing people should be thinking about outside of their work is their sleep. And and in north america, we have a serious issue. One into adults are sleep deprived. You know, one in three adults in north america are working our surviving on less than six or left hours of sleep, and this is having a massive effect on not only our cognitive ability, but our health and well being and our mood and our mindset. And so i think, it’s one of the most undervalued, most important things we should be thinking about is getting the necessary amount of sleep there’s just an incredible amount of research, not only showing the health issues that are related to a lack of sleep and by a lack of sleep, i really mean six hours or less, or anything in that area which a lot of people consider to be a fairly normal amount osili but also the amount of cognitive decline that you that you experience. So i think a lot of times we have this this this relationship with time where we think, well, there’s not enough time to sleep. There’s so much i got to get done, but then when we don’t sleep, our productivity in our capacity and our ability to process is so low that we’re actually kind of creating a creating a negative feedback loop on where we’re getting less done with our time. I think sleep is the other area that i think people should be really focused in on and for optimal sleep. You want a dark and quiet space? I’ve done the way. Yes, we’re gonna leave it there those steve. But thank you for saying one hundred percent steve rio, you want to learn more from him finding that bright b r i t web dot com and treat him directly at steve rio. Thank you, steve. Thank you every day. Thank you. And a good night, too. Next week, amy sample ward returns with over marketing. If you missed any part of today’s show, i beseech you, find it on tony martignetti dot com responsive by pursuant online tools for small and midsize non-profits data driven and technology enabled tony dahna slash pursuant capital p weather. See piela is guiding you beyond the numbers when you’re cps dot com bye tello’s credit card. And payment processing your passive revenue stream. Tony dahna, slash tony tell us and by text to give mobile donations made easy text npr. To four, four, four, nine, nine, nine ah, creative producers, clam meyerhoff, sam leave lorts is the line producer shows social media is by susan chavez. Mark silverman is our web guys, and this 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. You’re listening to the talking alternative network duitz to get you thinking. Dahna cubine you’re listening to the talking alternative network, are you stuck in a rut? Negative thoughts, feelings and conversations got you down? Hi, i’m nor in sometime, potentially, ater tune in every tuesday at nine to ten p m eastern time and listen for new ideas on my show. Yawned potential. 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Nonprofit Radio for March 17, 2017: Your Board As Brand Ambassadors

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Roger Sametz: Your Board As Brand Ambassadors

Does your board know the basics of your brand? Do you? How many volumes in your story library and how do you build your board’s talent at sharing them? Roger Sametz is president and CEO of Sametz Blackstone Associates, a brand consultancy. (Originally aired March 20, 2015)

 

 


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Duitz 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 it’s st patrick’s day happy lafell napor egg. Oh, i’m glad you’re with me. I’d get slapped with a diagnosis of busan. O sis, if you made me cotton up to the idea that you missed today’s show you’re bored as brand ambassadors. Does your board know the basics of your brand? Do you? How many volumes in your story library and how do you build your boards? Talent at sharing them? Roger sametz is president and ceo of sam it’s blackstone associates, a brand consultancy on tony’s take two naps that’s, right? I said, naps. What about it? My show? I do whatever the hell i want. We’re gonna talk about naps. We’re sponsored by pursuant full service fund-raising data driven and technology enabled you’ll raise more money pursuant dot com and by we be spelling supercool spelling bee fundraisers we b e spelling dot com here’s your board as brand ambassadors. Roger sametz is with me in the studio. He is the president and ceo of sam it’s, blackstone associates, boston based brand consultancy integrating brand editorial and digital strategy with design and digital media they work with academic research and cultural non-profits as well as corporations roger rights and speaks widely on brand building he’s at sam it’s on twitter and his company is at sametz se m e t z dot com. Roger sametz welcome to the studio hyre glad to be here. Pleasure, but it have you ah, why do we need board members to be brand ambassadors? Why important? Well, a lot of board members, you know, sign up to be born members and given of their time and money and expertise, and they don’t actually think they have to do more than that. But there’s no marketing or development department in any non-profit of any size that actually doesn’t need help, and board members have networks, so to the extent that they could be out there and actually talking to their networks in productive ways, are opening the doors for the fund-raising staff for being an extension of the marketing staff, that’s all to the good, and what does it mean to be a brand ambassador? Well, to be a brand ambassador means you have to sort of first sounds tautological. Understand the brand so that you could be out there and actually talk about the organization and what it means and what its vision is and how you might, you know, convince other people too participate, donate or even be another boardmember and this is something that can be trained, since, since people don’t come to the organization most likely with the skills, they can learn them, of course, well, boardmember is generally have no aptitude for learning things, or they might not be on boards, so sure, and a lot of the work we do with boards actually happens in ah boardmember ing setting, or perhaps a retreat setting or some sort of special meeting because if you come into a board and you know you’re the finance guy or you’re the you know, you’re the lawyer who helps out or, you know, help out and, you know, some particular aspect going out and chatting may not be something that you’re actually conversant in or have done, how come they’re not? We’re not natural ambassadors, brand ambassadors because it just come naturally? Well, i think part because we love the organization well, part of it may be that some people, of course, are better actually having conversations and drawing people out and others. But leaving that to one side, people come into organizations because they know some chunk of it. You know, you come in because you care about the kid’s education problems you came or you care about, you know, their hunger programs or something. But you may not know the full scope of an organization. You may only know that sort of bit that, you know, touched you. So part of the education process is getting people up to speed on the whole of the organization, and then, you know, coaching them like you would coach anyone to anything to be more comfortable. All right, on dh to start this coaching training we need we need to recognize that there’s a gap between i think, the way they weigh the organs, they perceive the organization on the way they like it to be perceived. The way they describe it on the way they’d like the organization to be perceived. Help him. See that there’s. Some dis constants there. Sure. I mean, often leadership in an organization or the person charged with stewarding. The board is pretty clear. That their boardmember zehr not really good ambassadors. And then there are plenty of board members who, when asked to go out and, you know, be ambassadors, sort of look at the clock or look at the floor or say, not my thing. Um, but there’s a sort of an easy exercise that one can actually do and it’s sort of fun. So take a board meeting, take twenty minutes onboarding pass out a bunch of four by six index cards and ask boardmember is on one side. Write down how you actually describe this organization, the friends of yours at a cocktail party or a barbecue or something. Give them seven minutes or whatever to do that, and then ask them on the other side of the index card to write down what they might like to see if the local newspaper we’re writing an article on the organization so typically a newspaper will write, you know, x organisation comma, eh blank comma. So, you know, there was three or four words there that come after the name of the organization that are sort of pinned to it in the first paragraph of some article, so ask the board. Members, what would you like to see their so the first side of the card is, how would you actually talk about this to some peer in a cocktail party? The second side is sort of this distillation, this aspirational take on how you’d like to actually have the organisation described. So you do that, and the reason you actually using index cards is so tony who’s sitting next to janice can’t say, oh, you know what jenna said so people have to commit to writing on dh. Then you go around the room and you share what people have written on both sides of the cards and two things. If history is our guide will happen, you either end up with or either or both, you’ll end up with very disconnected descriptions of the organization as you go around the room you start to get thes looks like, oh my god, we really are not singing off the same page, and then when you get to the second side of the card, the aspirational side, you’ll get these completely different visions, so just doing this exercise will make pretty clear to people that, hey, we could use some training. Yeah, sounds it sounds very eye opening, especially the aspirational side, the way you’d like the organization to be described. But in your experience, you see lots of lots of disparate answers to those. Well, you do. I mean, boardmember czar recruited or they sign up, but they’re not part of leadership. I mean, they’re not sitting in the, you know, ceo or executive director’s office, so they may never have actually been in on the vision of the place. So there’s some catch up to do ok? And, uh, they need to become masters of the the brand, the organization’s brand. What are what are some elements of brand this a very ethereal thing that a lot of people regrettably reduced to logo, logo in tagline or something? Dahna we know it goes a lot deeper than that i’ve had guests on who have made that very clear, but what are some of these? Whatever some of the concepts around in brand that we’re trying to grasp? Okay, so if you think of brand not as the label on the toothpaste box and certainly brand in the context of non-profits is fairly recent and there’s still a fair amount. Of resistance around that because there will be many people who think it’s too commercial. But if you think a brand, not as to your point not is the logo a locally sort of a symbol of the brand. But if you think about it as what an organization means, what it promises, the expectations it sets well, then that’s a whole different way of looking at brand so boardmember is have to sort of understand that, but took sort of get to that. I have to sort of get under that hood. There are some sort of grand basics to go over. So we started meeting to go to talk about what is an organization. Means so you need to understand. Okay. What’s the organization’s vision. They may not be clear on that. What are our areas of focus? Which means, you know, if we’re an anti hunger organization, how we actually, you know what? One of the areas in which we’re working to accomplish eradicating hunger. What of the roles we play? You could be a convener. You could be, you know, an inventor. You could be any number of things. But constituency out there are not gonna remember seventeen programs that you have, so you need to sort of boyle is down into a finite number. I don’t know three, five areas of focus and rolls that people can actually remember. And then the sort of more evocative side of this what are the brand attributes that you want? Associate it. So these air generally adjective. So to take commercial metaphor here, you know, volvo has always been associated with safety. Then they sort of managed the product and brand slightly differently, and they kept safety and added performance. So organizations tend to have attributes that they own that are already associating with them, and attributes that they would like to have associated with them, which will call aspirational. So if you work through these areas of focus, the mission envision the rolls and the attributes both owned an aspirational you get a pretty good sense of the underpinnings of how an organization can be presented externally. All right, we need to dive deeper into some of this because it sounds i mean it’s very basic to the organization, the its promise. What are the expectations? I know when you didn’t mention that i know is part. Of it, how do you measure success? This is not something that, you know, if it’s not already clear, we’re not gonna be ableto answer all these questions in a in a board meeting is strategic planning up a part of this process? Well, strategic planning certainly could be part of the process, but leadership also may know some of this, but the board may not, so no, some of it so you certainly could have sessions where you educate or you could use the board, too, actually surface these by putting a big post its around the room and actually putting these topics down and writing down different suggestions and then sort of figuring out where you are, okay, we’re gonna go out for a break and when we return, of course, roger and i’m going to keep talking about your board as brand ambassadors stay with us, you’re tuned to non-profit radio tony martignetti also hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a quick ten minute burst of fund-raising insights published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. Welcome back to big non-profit ideas for the other ninety five percent. Let’s do some live listener love and let’s do it starting abroad. Tokyo, japan and multiple tokyo, japan and musashino in japan. Konnichiwa, seoul, south korea always so loyal soul. Unbelievable! Anya haserot to our listeners in seoul and in china, we’ve got none jing and guangzhou konnichi wa live listen love here in the u, s st louis, missouri, sioux falls, south dakota, san francisco, california, new york, new york welcome each of you and, of course, podcast pleasantries to those listening wherever you are at whatever time on whatever device pleasantries to the podcast listeners over ten thousand of you and to our affiliates, affiliate affection love each of you let’s have a little rations on non-profit radio an abundance of them i admire. I like now. I like a little rations. Roger i yesterday i was speaking at a at a a present. I did a presentation on hosting a panel, and i met a boardmember for ah who’s on the big apple circus board. I don’t know if you’re familiar with big circus, there sure are a lot to new york and one of the things she lamented is that they’re not too well known, but i think she was an excellent brand ambassador because within a minute she had me understanding how first, reminding me that it is a non-profit which a lot of people don’t know, but that they use clowning techniques to help children in a bereavement program that they have, and also a clown, techniques in education, on some of the outreach in the school programs that they have, and she ticked off like three or four things within a minute or a minute and a half that i had no idea of the big apple circus did. Um, and i just i i complimented around being ah ah, an outstanding bruh broad no, outstanding brand ambassador that was jenny keim, virginia chambers kind. But jenny keim is what she goes by. I was really struck teo to meet a riel what i thought was a real good brand ambassador boardmember well, it seems like she was pretty clear on as we were talking about before the break the organization’s rolls? Yeah, it’s areas of focus, she made it clear to you, you know that it wasn’t on profit, which could have been ambiguous, and she clearly engaged you. So whether she comes by this naturally or it’s been soaking in it or had some training you, but i don’t know, but that is what we’re aiming for. I urged her i told her that if her fellow board members are not as good ambassadors as she, that she should listen to this exact show because you were coming on the next day, just yesterday, some of these basics that we were just talking about seems to me that the organization should already know all the stuff that you mentioned mission values, expectations who with constituents he should already be known factors leadership certainly should know all of that, but sometimes they actually get a little bit down in the weeds. So if you’re an organization that has seventeen different programs or you’re an academic research organization that has seventeen different labs or whatever, people often sort of stay at that program level and don’t actually think about how can we group thes into, you know, sort of higher level categories or buckets that people could more easily understand because they’re so focused on, you know, keeping the ship going. In the right direction, so sometimes they don’t think about that, and also there’s we determined over these over the years, people within non-profits see their value as self evident, you know, i work here, i believe in it. You should believe in it too, and they don’t quite understand that it actually takes more work to get someone who’s only connected tangentially or not connected at all to understand it. So there’s work to do to move from that sort of internal. Ah, phew! Point to being externally focused, what you need to do if you’re trying to, you know, get more donors or increase your participation or, you know, whatever, with people who are not in the fold, how do you find boards take to this work? Are they enthusiastic about the idea that we’re gonna be talking about brandy and being an ambassador or however it’s described to them? How did they how did they how did they take to it? We’ve always found that people were actually quite thankful because they’re they’re nervous. They know that part of their role is to be ambassadors, but yet they don’t really know howto ambassador for might arise, yeah. So, you know, any sort of help that gets them into position of, you know, both comfort and sort of fluency so that it feels natural and not nervous about it. That’s great and a lot of the exercises that we sort of put together, they’re helped by wine there, helped by camaraderie fluid. Sure. So you could make these exercises fun. And to the extent that they actually build fluency within a specific person, they’re also building deeper engagement of your board, you know, across all the members. Do you find red or white? Wine is a better, better beverage to accompany this. And then i think people could choose either one. Is you’re you’re agnostic. Teo. Totally. Okay. Okay. Um how let’s. See, when? When organizations are coming to you for for help in this area. What kind of symptoms are they showing? How do they know they have a problem? Well, we talked about that index card exercise before the break, which is sort of a diagnostic tool. But i think organizations khun simply know they need some more help from their board members. I mean, any non-profit board needs their board to help open doors for fund-raising and that’s only gonna happen if the boardmember is, you know, comfortable in fluent and can you no understand enough to actually make that happen? No, okay? And they so is it usually the case that the organizations do recognize themselves that they’ve got some some shortcomings around their their boards participation in fund-raising sure and or is just a good idea, okay? And do you describe when you’re when you’re when you’re about to come to the board, do you describe it as we’re going? We’re going to help you, coach youto be good ambassadors? Oh, absolutely, i mean, there’s no reason to hide around this kind of people, you know, they’re ashamed of it was just one oh, no, no, they’re generally up for it, okay? All right. There are for the help askew described. Okay, um, so let’s, let’s talk a little more about some of these some of the basics of the brand there’s, some more elements to it that we haven’t talked about, like like who do we serve, where we focus on what is a mother? Sure. So so almost any non-profit is going to have a range of constituencies, so, you know we’ve been talking about donors, donors are one constituency people actually take advantage of your services and offerings. That’s, another constituency, you may have partners, you may have government agencies you may have, you know, people you’re trying to recruit as staff. So all of these people have slightly different needs about what they need to know about your organization that orders or connect in ways that make sense for them. So you need to identify constituencies and what they care about so that you can sort of rearrange things in ways that make sense for them. I mean, you would do the same thing and planning a website. You named one very interesting potential potential employees, people who use you’re hoping to recruit to the organization. Ah, a brand ambassador, boardmember could easily be talking to the next cfo or or any person, any level? Absolutely. And, you know, given that non-profits generally pay less than profit organizations, you have to want to be there. So to the extent that the brand is another reason to want to work in that work for that organization that’s all to the good. But you have to understand that in order for that to be, you know, a magnet, our next step once we’ve well have we exhausted all the basics of the brand before we go the next step, i think we have i think, if we understand, you know, areas of focus and rolls and the only thing we didn’t talk about was sort of category, which sounds a little odd, but sometimes boards have a hard time articulating what exactly are you know, are you an anti hunger organization, or are you a social services organization really instant? You find that we often find that, and so that that sort of stymies people, that that first level of conversation, if they can’t even clearly say, you know what category the organization? So it sounds simple enough, but when you sort of put to the test, it isn’t that simple, and often it actually takes some work to both evolve and then subsequently get agreement on interesting. So so that actually it’s a good agreement on so there’s differing opinion as to whether we’re we’re social service or community based? Or, you know, however, we defining ourselves, you get your getting different opinions around that you will get different opinions. And you’ll get different language, even around the same opinion can share a any chance you, khun recollect what we’re working with, that we’re working with one organization at the moment. That’s a non-profit that actually helps. Non-profits and part of the organization thinks they’re in the capacity building business, which he’s probably accurate but not particularly mellifluous to talk about and part of the organization thinks they’re in the business of shifting power and influence to change values in society. These are two very different ideas. Yeah, now they actually do both. But if you’re out there talking about it and you pick one or the other, you get a very different picture. And how does the process mediate these different opinions? Well, this would actually happen at a leadership level and not a board level one would have one would have the chats, and we do have the chats with senior leadership to sort of nail this. All right? This is very, very esoteric stuff. You’re dealing with this brand well, yeah. It’s always interesting and there’s a lot more to it. Then, you know, the star burst on the side of the toothpaste box. All right, um we once all the board members are, are comfortable with the brand basics, then we’re going to help them put together a new elevator speech, right? Sure. Ok, everybody wants one. This is a couple minutes like, i basically what i heard about the big apple circus from from ginny kind well, everyone, you know, elevator speeches just shorthand for what’s your high level message, but implied in this it’s the notion of being able to have everybody on the same page. So one template that you can use actually comes from a game that some people may have played earlier in life called mad libs, which was, if you remember, there was sort of a story on a pad and there were blanks, and you were asked to fill in a noun or a verb or an adverb, and then when the story i read back, you know, some level of hilarity and because of the words don’t make any sense. So when you do this on a brand focused level, you’re actually looking for more specific things, so the template runs something like it will try to draw this in radio air, okay, for whatever constituency, so if you’re an arts organization. You could be art’s interested. Public could be prospective donors. Could be artists? No, for ex constituency. Your organization is what? So that’s, where you get that sort of category answer and you provide another blank. What do you provide? And then how we’re through, how do you actually provide it? And then what value to deliver? And how is the organization worthy of participation? And how is it worthy of support? So these are all blanks. So, again, it’s an exercise with big sort of post its up around the room, and you put lots of different answers in and then the board together sort of calls. Okay, what are the best response is here. And then you start to sort of string it together, along with adjectives that actually could come from your brand attributes. So an example might be so let’s. Take, for example, wgbh, which is a public television stations radio station in balkan. There we worked with. So the big category answer might be public media powerhouse or content engine, which were both a lot more evocative than television and radio stations. Um, the second part of that might be trusted. Guide to new worlds and new ideas that sze what the organization is. Yes, of course. So it’s a more evocative answer than a literal answer. Yeah, but that hey, you’re out being ambassadors so you can certainly be we’re not trying to divine this is not a definition that is not a dictionary process and it’s, not a tax form, okay, you know, in terms of areas, well, they’re they’re in news and drama there in public affairs therein kids programming, they’re in science, so you get to nail the sort of areas of focus they have signature programs like masterpiece everybody knows downtown and that what do they provide? They provide opportunities for exploration and interaction and an independent voice, especially if you’re talking about the news and public affairs programming. Where did they do this? Well, it’s locally, the boston area but now that everything streams it’s much farther, and of course, it’s multi platform so there’s a more complicated answer toa wear then there might have been in years past, and then you can end with, you know, it’s for you and supported by you. Or you could take another completely different example i referenced anti hunger organization a while ago so the constituency might be for those who care about in this case, we’re talking about massachusetts seven hundred thousand people in massachusetts who actually don’t know where their next meal is coming from. So that’s the constituency, the people who care about that and then project bread what’s the category, the leading statewide anti hunger organization. And what do they do? Offer fresh approaches, ending hunger? What are they? By pioneering funding, facilitating a range of programs and through education advocacy, they actually have programs that meet people where they are rather than just handing food out of back of a truck, and then you get into that next level of details? Well, you know, how do they actually do this? So it’s programs that are in the community programs that are schools with kids, programs that are building sustainable food ecosystem? So then you get into more detail and then what’s the benefit. Well, it’s all the sort of fulfill a vision that’s the opposite of hungry isn’t just full it’s healthy, which then musicians the organization differently against sort of just emergency food and nutrition versus full nutrition vs and then you go, you bring it down to donors, which is with the support of people. They also sponsor a large hunger walk. Those who walk and our corporate partners, we’re able to eradicate hunger in the state. All right, two two excellent examples. A little long, but but i think the examples help help us teo to fill in the in the template. Um, okay, we’re going to give ah, roger. We’ll give you a break for a couple minutes and there’s going to be mohr with roger coming up talking about brand ambassadors and tony’s take too, of course, before that more with roger’s sam it’s coming up first pursuing do you need to open a convo in your office on sustaining e-giving or persuade someone that it’s valuable or see for yourself? How much money gets raised? Maybe you go crazy for infographics on your pinterest boards? Is that you, mr or ms pinterest? Pursuing has a new infographic on sustaining giving it’s at pursuing dot com click resource is then intra graphics couldn’t be simpler, and we’ll be spelling spelling bees for fund-raising how about a millennial game show in a local club as your fundraiser? That’s what? These bees are spelling bee concert standup comedy live music dance check out the video it’s at wi be e spelling dot com now for tony’s take do as i said, we’re talking about naps in praise of naps i’m a big fan of napping research shows you only need about twenty minutes to feel refreshed and be more efficient, and your brain is working better it’s getting better oxygen and blood flow. However, i’m not ashamed to say that i do not unfree quickly go longer than the research recommends. Naps should be encouraged in offices, i think. Why? Why? Why do we fight that drowsy drunk feeling after lunch? You can’t keep your head up, you know what i’m talking about? Givin put your head down and when you’re home, take advantage, indulge i even have a favorite napping blanket. I think everybody does. I hope that i don’t know i do, but i think lots of people do. I hope this mine is soft, it’s cotton, the soft as just the right weight. Very important the weight. Check out the video in praise of naps at tony martignetti dot com that is tony’s take two you’re probably glad it’s over here’s more roger sametz. Roger. Sam it’s. Feeling a little under the weather, but he’s mustering? Well, if you hear your silence that’s ah that’s cutting rogers mikes that we can give him a cough. But he’s made the trip down from boston. Thank you for doing that. It’s. Been a tough boston winter, as most of your listeners probably already know we do. And it’s not been much better here. Today is the first day of spring. I believe march twentieth and it’s snowing outside. We look out the window right now, there’s pretty brisk snow coming down in new york city. Bob all right, anything more you want to add? We don’t need another example. But anything more you want to add about this this template, but helps with the elevator speech? Well, i think it does two things. I mean, you actually end up with an elevator speech is not going to be eloquent language by putting things up in this mad libs posted format, but it will give you the content. So then, you know, either some sub committee of the board or staff can then be charged with actually, you know, wordsmithing. It so everybody likes it, okay? But getting the content down is important, and then the other thing it does, of course, which all of these exercises do is get boardmember is engaged. So to the extent that people sitting around a board table or wherever you’re sitting in doing this are participating in developing messages it’s already getting into their heads. So we stand a much better chance of people becoming comfortable with something if they’ve had a part in evolving it much more so than if you just took, you know, a piece of paper and slid it across the table, foisted on them and say, memorized, memorized this on dh have it prepared for the next for the next meeting? Yes, quite. Okay. All right, so they’re involved in the involved in the creation of it. Um, this is going tio this is one of the tools that were empowering board members with basically i mean, this is what we’re trying to make comfortable, confident brand ambassadors and, uh, another tool that you recommend his stories. Yes, well, you know boardmember sze, can we, like anybody, can sort of talk about an organization either from the top. Down or the bottom up. So the top down would be starting with your elevator speech. And then presumably, if you haven’t run to get another ice cube, the person you’re talking to, you might tell a story another boardmember might swell around it a barstool and actually just start with a story and end up with the elevator speech. So a bottom up approach, okay, but this only really works if people have the stories one way or the other, and what happens is boardmember because they’ve experienced the organisation themselves in one way or another, you know, they might have a story, um, but they might have on ly that one story and, you know, the other board members would have different stories, so the extent that you can sort of pull these stories and even get a story library going, perhaps online, internally online, then people have more things that they can talk to and they can sort of pivot. But if you want to sort of think about a story there’s, of course, another template to try to actually do that, and you could sort of start by thinking, okay, if if this were a movie title. What would be the name of the movie? And that will lead you immediately to some sort of evocative top end to the story. And then, of course, you want to talk about, well, who’s in the story, who’s the protagonist. So this could be a person or it could be an organization. Then the next step to think about is okay. So where what’s the problem? What? What has to get solved? And then where does your organization come in? So what programs or services get marshaled to help solve that problem and then what’s the end of the story? And is thie ending? You know, finite? Or is the benefit ongoing? So you can use that very simple template and really think about okay? How does your organization, you know, participate in either other organizations or other people’s lives to make a difference? Where where else might these stories emanate from your example, was board board members. Maybe each person has a story or something, but they can also filter up from the program’s staff that’s out, actually doing the work. Um, i know a lot of organizations like to invite people who are benefiting from the work the people of the organization is serving, have them come to board meetings and tell their story sure, you could absolutely do that. What you’re going for is something that’s authentic where you khun, you know, show that you made a difference and that you’re not sort of, you know, overreaching, you’re not trying to say you made you more of a difference and people would believe, yeah, but sure, i mean, you know, every organization writes up profiles or highlights people, those are generally stories, whether they’re set up a stories that have sort of a, you know, beginning middle and an end that has a benefit, you know, that varies, but what you are going to make sure that you have it, you know, you have an impact statement at the end, you have a benefit to show that you know, why people should participate or why people should be donors and just, you know, give them a reason to believe we gotta get these stories down too, what under two minutes? Right? If if i’m in a conversation with somebody at a reception or something, you know, i can’t hold their interest too long list, i’m a master storyteller? Well, you might be, but yes, i think you’re right under two minutes or, you know, if you’re writing it out, you know, under two hundred words. Yeah. Okay. All right, um and you mentioned a story library like internally online. What? What is that? What you could do a story library in any number of ways. But if your organization has some sort of internal web set up that’s a great place to post them if it doesn’t have that, you know, you could just compile them. But the whole idea is you don’t want stories to just leave an individual’s heads if they’re really good and they could be shared and, you know, people can use them in conversation out there in the world. You might even be sharing them on the web. Well, with the public doesn’t have to be behind a, you know, an internet or anything, you know, a lot. Meet a lot of what we’ve been talking about because we’ve been talking in the board. Ambassador context is useful for word ambassadors, but of course, it’s useful for staff. It’s useful for senior leadership? Yeah, potential donors have thes stories air there’s quite a bit of talk among non-profits about around non-profits around around storytelling, right? And as i said earlier, you know, storytelling is simply sort of the inductive way of describing your organization that’s supposed to starting from the top down, which is sort of more than deductive way, but both are valid, and it has to do with how you’re comfortable talking with people, okay, what’s our next tool that we want teo arm, are board members within making them confident? Well, we started to talk about donorsearch let’s, let’s focus on that for a minute. So most organizations because they do more than one thing or not monolithic and as we already discussed their constituencies or not model to think either even within a donor community and if you think about major donors for the moment, they’re just not good do bees, they’re generally interested in giving money to some organization that they believe will advance goals that they personally care about. So if you take the goal around major e-giving to be connecting institutional priorities with donor passions and interests and you understand that the people aren’t monolithic and the organizations not monolithic, then it behooves. You to come up with different ways that people can connect, so this is another way that you can actually work with your board to evolve what we call ways in. So for instance, taken orchestra could be a tiny little orchestra, really big workers treyz some people are going to care about performing the traditional repertoire, some people are going to care about commissioning new music, probably a smaller number. Some people are going to care about the space that music is performed it, and you know what? What shape that’s it some people are going to care about kids education programs if there are such some people don’t care about building the audiences of the next generation, and the answer to that is yes, so some donors will connect in one way, and some donors will connect in another but it’s important that for your non-profit that you actually evolved what thes different ways in our so that if i’m, for instance, i’m going out to talk to tony, and i think he’s wants to support kids education, but he really wants to support community outreach. I’m able to actually pivot and talk to you about community outreach. Of course, implicit in all of this, and we could have talked about this at the top of the hour, is they need to listen because you’re going to have any conversation with someone outside your organization. You have to also understand where they are otherwise you’re just pushing things at them. Yeah, yeah, you’re a billboard. So you wanted you wanted to be a conversation, so you have to learn enough about the person you’re talking to two actually take what you’ve learned in terms of these areas focus and rolls and stories and mission in category and no talk to the person in terms that are meaningful to havers you like to rehearse this with boards once you once you farm doing with the tools? Is there some practice? We do a lot of role playing, which is also fun and also better served with wine. Ok, so you can set up small groups. There’s not much that isn’t isn’t helped by wine. I find my favorite is seven young blanc personally, but well, it depends whether your board meetings here in the evening at seven. Thirty in the morning. Yeah, well, bloody mary zahra possibility. No, i would not have not tried, but if their evening now most activities in life, i find very easy, well lubricated by wine. Well, you have an italian last name. I do, um but yes, a lot of these can be when you have after you evolve the kinds of things we’ve been talking about, whether it’s in small groups or people making, you know, presentations to the larger group, anything that has people actually use what we’re talking about rather than just sort of take it in because the more people use the information that we’ve been discussing, the more comfortable they ll get and them or it’s actually in their heads, and they make it their own. So never are we asking anyone to like, you know, memorize words or spew things back, it’s all about understanding that the content and the concepts and then being able to actually talk about it in words that are comfortable your own? Yeah, on your own that connect with the person that you’re actually talking with. How long is this process to build the board, ambassadors, brand ambassadors? Well, these air separate different kinds of exercises that we’ve been talking about it. And there’s, no, no fixed timeline are sequenced to any of this. You could certainly come up with, you know, three or four these workshops, depending on how often you want to meet so you know it, it may be better to do oneaccord er just because the board has other things to do and you have to hijack some time here, or you could do a concentrated session if you had, you know, a two day retreat and you, you know, take some of that time, okay? Yeah, the ways in i mean, they should be already known to the organization. There shouldn’t be anything new here in terms of identifying how you khun be supportive. Well, there’s always a difference between things that exist and actually sort of understanding it and remembering it. So if you, for instance, well, let’s, take a life sciences organization example, um, you may care about the work they’re doing in a specific disease area. I may care about how they’re using new technology. Somebody else may care about how their training scientists of the next generation. So you may know that the organization actually doing those things but you really care about that disease area that you care about. So in order for you to feel comfortable talking about the technologies that i care about, you do have to learn more about it and sort of, you know, soaking it a little bit. All right, yeah, so right, right again, everybody got their own perspective and reason that they’re with the organization. Exactly. We need to share all these and everybody’s converse and in all the ways right, because the goal of an ambassador is to be able to meet people where they are not to just go out, as you said earlier and be a billboard that, you know is inflexible and this is an electronic billboard isn’t going to change any so you need you need the information, the confidence, that fluency and, of course, the content, which is largely what we’re talking about during this hour to, you know, start someplace and be able to pivot to someplace else and, you know, not be flustered in the middle. You, you also work with boardmember is to overcome potential resistance points as their out ambassador rising? Sure. Well, i mean, everything doesn’t go smoothly. We’ve been talking about ways to make boardmember is more comfortable. That doesn’t mean you’re not goingto bump up against some donorsearch prospect that just, you know, says no or i don’t believe in you or comes up with, you know, some reason why, you know he or she should not entertain a conversation with you so there’s no guarantee it’s all going to just, you know, fall into your lap. So again, we keep coming back to role playing and the’s group sessions, but and leadership or bored or the fund-raising staff probably knows the points of resistance, so one thing the board can do is come up with what the arguments are for dispelling that. So this is a good thing to do in small groups, you could even sort of picture seeing a couple people on one side of a table in a couple of people on the other, and, you know, one side has the resistance, and the other side has to with what we’ve just been talking about, you know? The rolls and areas of focus and the impact stories try to convince the, you know, the first party. No, you’re wrong, you know, or give it another thought so that you can in fact, bring some more people into the fold. Okay, um, before we move on anything, anything more we can talk about with the with respect to these resistance points. Anything else there? Well, they’re different for every organization. I mean, we worked and some tell a story tell somebody you worked with has some are harder to overcome than others. I like stories. So for a large ballet company that we worked with. Ah, one of the points of resistance that we we heard often was, you know, i fall asleep hard to forget what the argument for that might be rather than take a nap earlier. Well, the persons of phyllis stein or whatever or, you know, write them up. We were just write them off. I fall asleep at the ballet or i fall asleep at the opera. Are we really going to get anywhere? Not necessarily. Ok, some of these you don’t get anywhere, okay? Or, you know, there aren’t any words or i don’t get the story or for modern ballet, whether isn’t a story, i really don’t get the story, so you have to explain, you probably have to actually sort of inculcated people about what they’re actually seeing in hearing. But there are some things that, yes, it’s harder to overcome. Some things are easier to overcome. So going back to wgbh, the pbs station in boston, one of things they tell you what done before you go kill the gbh story, we’re going to go out for a couple minutes, okay, give your voice a break, and we’ll come back and we’ll go right to the gbh story. Stay with us. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger, do something that worked. And naomi levine from new york universities heimans center on philantech tony tweets to, he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. I’m peter shankman, author of zombie loyalists. It’s! And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Welcome back again, too big non-profit ideas for the other ninety five percent, as peter shankman just said, more live listener lovemore live listeners have joined us. Woodbridge, new jersey, east bridgewater, massachusetts, and brooklyn and queens, new york welcome live listen love to each of you schnoll a france bonsoir got shane i india somewhere in the uk uk unfortunately your masked we can’t tell where but we’ll presume it’s england, but live listener love to india and the u k listeners also and, uh also joining us moscow and kano, us, brazil. I apologize if i pronounced that wrong. But you know who you are listening in? Brazil also got italy, but we can’t see where you are. We don’t know what city or town i’ve been to italy four times, so i should be able to say hello in what am i missing? What am i missing? Child? Go must die. I can order a meal and i can find my way to hotels. That’s about by restaurant in hotel italian is about what i speak. You could start with bum jo know when jordan was really good. Thank you, roger. You don’t even have the italian. Name? I don’t. Thank you. Thank you. Um okay, let’s. Ah, so we were overcoming our resistance points. So anything and you were going to tell a story about wgbh? Sorry, that’s where we were. Yeah, well, it’s not so much a story as so it’s a little different from some other non-profits in that it depends not only on individual donors, it depends on sponsorship, so one goal of a particular board is actually to help with sponsorships. So many organizations, of course, do have sponsors and sponsors requires slightly different value proposition than perhaps an individual or a major donor is goingto have. So some of the areas of resistance were because it’s a public television station, for instance, i don’t want to support you because you’re too liberal. Okay, so then the board got together and came up with some arguments around that or it doesn’t congress pay for everything? Well, no, but so that’s a point of ignorance that you could then sort of overcome or isn’t your audience to old? Well depends, you know, too old. For what? And it’s also younger than you think. So there. You know, there are things out there that are often misperceptions that board members will get hit with or in fact, staff will get hit with that one can marshal arguments for so yes, that’s different than falling sleep with the ballet. How does staff support this? This whole ambassador rising process? Well, in a lot of these organizations that were working with, you know, we’re facilitating these sessions, but staff, of course, has to organize them and make them happen, and to our earlier point probably procure the wine. But an interesting side effect of all of this, not the side effect of the wine is how what comes out of these meetings then benefits staff so they’re learning right along with the board so they will be clearer on the organization. They will be clearer on some of these arguments. It will be clear they will learn new stories so there’s a definite, you know, relationship between, you know, staff on board, they’re not just there in a supportive role, it’s actually making their jobs, you know, more successful, actually, even though it’s a bra board process, the staff is vicariously elearning right and that’s a that’s a goal, even though it was not necessarily sort. Of, you know, a stated goal, but we see it happen all the time. You’re sort of raising both sides of the seesaw in the in the course of doing these exercises. Okay, then, it’s not a seesaw anymore. Both sides arising it’s some kind of rising platform. It’s just a seesaw that’s level a level level seesaw. But then that’s not really a seat it’s not really. See? So it doesn’t have a fulcrum in the middle. One side rises and the other side falls. But both sides rise. I don’t know. What’s that a jungle that’s a jungle gym. We’ll find another metaphor. Okay, beating you up, you know you don’t feel well, um, ok, we’ve we’ve we’ve covered the resistance points, and this sounds like something that would be valuable to revisit over over time, not just do once and, you know, kind of put on a shelf well, like brand building, which is also a process and not an event. All of these could be processes and not events. So to the extent that you take some of the exercise we’ve been talking about, instruction them over some period of time. It also serves an organization. Or well, to bring these back at some kinds of you have different periods, first of all, boards change, so everybody isn’t going to be always up to speed in equal way and this notion of fluency like practicing anything else, you know, piano, swimming, whatever you have to do it, so you can certainly come up with a short role playing exercises at some other point. You khun certainly revisit stories you could revisit rolls and areas of focus. All of this stuff could have a sort of rinse and repeat kind of cycle. We talked earlier on about strategic planning, something formal, possibly being a part of this. Do you find many organizations that really don’t have the basics in mastered so that they can carry on further? Well, lots of organizations have the basics and not have a strategic plan, which is fine, you know you’re not always in a strategic planning mode, but if you are, if your organization does have a new strategic plan, all of this is even more important, because there’s no stresses you playing that we bumped into that doesn’t depend on its success by having people think and act in your favor. So all of what we’re talking about on the board of the staff level is helping you to convince people to think and act in your favor, otherwise would be to plant. Just sit on a shelf. Yeah, well, they all depend on some actions. Yeah, that’s something i’ve had guests lament that a strategic plan gets done and then they’re really does just get parked on a shelf and it doesn’t live, doesn’t evolve, and the organization doesn’t really benefit from it. Other than it’s a checkmark the board can now move on to the next project. Right? So if you go back to either the ways in that we were talking about or just being sort of clear on the different aspects of the organization you could sort of back into ok here. These aspects are a strategic plan. What do people have to think and do and feel in order for this to be successful so that they will, you know, realize section to be of the plan. And then how can boardmember sze help? So sure you could bring that in as another discussion topic. Now we just have about thirty seconds left. Roger, but i want you to share with me what you love about the work that you do. Oh, all right, well, i have to think about that for a nanosecond here. I think that the top answer would be because we worked with so many non-profits and they’re in so many different fields that first of all, it’s never boring and there’s always an opportunity to help these different organizations achieve their different missions. You know, we’re all about brand building not just to build the brand, but brand building to help organizations evolve and to better navigate change and that’s just about every non-profit roger stamets president and ceo sam it’s, blackstone associates, they’re at sam it’s dot com and he’s at sam it’s. Sam eat easy on twitter. Roger. Thank you very, very much. Thank you for having me. My pleasure. You. You you must have done quite well next week. Trust me, you really have no choice. If you missed any part of today’s show, i beseech you, find it on tony martignetti dot com responsive by pursuing online tools for small and midsize non-profits data driven and technology enabled. And by we be spelling supercool spelling bee. Fundraisers. We be e spelling dot com. A creative producer is claire meyerhoff. Sam liebowitz is the line producer. Betty mcardle is our am and fm outreach director. Shows social media is by susan chavez, and this cool music is by scott stein. You with me next week for non-profit medio big non-profit ideas for the other ninety five percent. Go out and be great. Yeah. Buy-in what’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine am or eight pm so that’s when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you gotta make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phones me dar is the founder of idealised took two or three years for foundation staff to sort of dane toe, add an email address. Card. It was like it was phone. This email thing is right and that’s, why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dh. No two exchanges of brownies and visits and physical gift mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. You put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sabiston. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio for July 1, 2016: Purpose Driven Branding & GuideStar Platinum

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Laura Ferry: Purpose Driven Branding

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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, we have a listener of the week kapin coal from the san francisco bay area she’s at non-profit chapin and she tweeted, quote, catching up on last month’s tony martignetti non-profit radio and i here at non-profit meg is listener of the week congrats girl. Well, when you shout out a listener, the weak you become one if you are the first to do it and that’s what shape? And did nobody’s ever done that before? And she used the hashtag non-profit radio, which i am always grateful for. So shape and cole, congratulations are non-profit radio listener of the week and i’m glad you’re with me. I come down with bronco candid i assists if i caught wind of the idea that you missed today’s show purpose driven branding, you need to be deliberate in the partners you select when you venture into co-branding laura ferry helps you package yourself to potential partners, find the right ones and select the relationship that makes the most sense for your objectives. Laura is the founder of goodcompany and guide star platinum even nico guide stars lead on non-profit strategy and evaluation walks you through their new platinum level and how to get there. You’re non-profit probably has a guide star profile already, and if you haven’t contributed to it, it looks bad whichever level your app even we’ll help you out on tony’s. Take two fund-raising fundamentals we’re sponsored by pursuant full service fund-raising data driven and technology enabled, you’ll raise more money pursuant. Dot com my pleasure to welcome laura ferry to the show. She is the founder of high low laura. Let me give you a formal introduction, please. Founder of goodcompany, a brand citizenship consultancy. She has over fifteen years of marketing strategy and alliance experience. And her clients include partnership for a healthier america, hewlett packard, pbs kids, petsmart charities and national public radio. They’re at goodcompany strategies. Dot com laura faerie. Welcome, paul. Hi. Great to be here, tony. Okay. Oh, hi. You’re ready now? Yeah. Okay. Because we’re on your on. All right. Okay. Um, let’s start at the like there’s. A basic level of you know, co-branding and strategies with partners. And what? What do you feel that non-profits are not? Getting quite right about this field, i think one of the most important things about bringing a non-profit and a corporate culture together in a partnership is to really try to understand each other’s position coming into it. I think one of the biggest challenges is really seeing that other side and trying to bring those two together and integrated effort. So one of the key things for making that happen, mr, really come to the table understanding what your organization brings to the martin our ship on how that aligns with okay, okay, and we’re going to we’re going to get to that because that isn’t you’re right, that’s a very important part. What what do you bring? What? What are the what are the, the potential partners? And most most often, i don’t know that always companies, but most often their companies. What? What are the company’s looking for? The corporate partners are you are usually looking for somebody some organization to align with that has similar values brand values, it’s the corporation has selected a cause that they want there, corporation or brand to be about that is usually the first step toward them identifying a non-profit partner, that fits their goals. Ok, okay. No, please go ahead. Continue. I was going to say, and they also are looking for non-profit partners who have that mindset of plenty together. A sortie xero relationship that benefits both parties. You mentioned, i think the phrase brand value and at the outset, i don’t wantto don’t wantto make universe cerini but we have jargon jail in-kind martin and tony martignetti non-profit radio, but we’re just getting started, so i’ll, you know ah, light sentence. But but and plus, just some of these phrases are unfamiliar to people in non-profits help us understand what brand value what does that mean or whatever? Maybe maybe through examples. What are examples or what does that mean? I think the best way to think about that is the trumpet to use the term brand citizenship and what corporations were trying to dio or how they benefit from working to do things that support social impact. And there it is. But really it’s like putting a halo on a corporate brand and giving it a social profits selves, it helps them engaged at the consumer level in a meaningful way. That address is on an empathetic way what the consumer is is concerned about in the world. So that’s, how causes come together with corporations and corporations create brands that are good citizens in the marketplace? Okay, i can’t like that that halo analogies uh, yeah, cool, alright, i mean, not that they’re not that they’re bad to start and i need a halo, but no, they’re they’re they’re not well, that’s. Why? I’m not sure that sainted i think saint, did you have a nimbus around you? But a halo for halo is for angels, right? And the nimbus is i think, for saints, so so we’re not putting, you know, to point your gear brand in the direction of of giving it a purpose to solve. The social problem is really relevant today because today’s consumer, similar ennio consumer in particular, is looking for corporations to solve business problems in a way that they no longer really necessarily have faith that the government can d’oh that’s where all of this conversation around france being good citizens has emerged hard to imagine a loss of faith in government. Yeah, just can’t conceive of that. All right? How about some examples whether they’re big famous? Ones or or smaller ones, you know, i mean, because our audience is small and midsize non-profit so it doesn’t have to be a, you know, big famous one, but sametz samples before we take our first break in a couple minutes. Yeah, i think what your switch you’re seeing out there is brand associating themselves with causes like, uh, that that emerged from, like starbucks is a great example starbucks has hyre a lot of initiatives that our focus on solving social problems, everything from making sure their employees have college degrees, too. I’m starting a dialogue at the register on talking about it’s, just like race, which howard schultz, john give it, give it, give a try and actually got a lot of flack for it, but he did try to start a conversation around a really relevant special topic on dh now starbucks is also taking its surplus of food supply and donating it at the end of every day. All of those acts are all of those programs that they’ve developed help them put that halo on their bread and have and create that brand feeling about starbucks that day that they care about what the rest of us care about howard schultz is ceo of starbucks. Yes, okay, okay, that’s, a that’s, a good example to go out on, we’re going to take our break, and when we come back you and i’ll keep talking about purpose driven branding, stay with us, you’re tuned to non-profit radio. Tony martignetti also hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a quick ten minute burst of fund-raising insights published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website philanthropy dot com fund-raising fundamentals the better way welcome back to big non-profit ideas for the other ninety five percent. I feel like doing live listener love right now we got it, we got to send the live love to everyone who is throughout the country throughout the world. We know we get listeners from routinely from asia on dh germany, ups and mexico very often. So live listener love, of course, to was in the u s listening friday one p m eastern, but sending that live listener love international as well. You know who you are live listeners podcast pleasantries, that’s where the over ten thousand are listening in the time shift whatever device in time and activity you’re in the midst of while you’re listening i’m glad you’re with us pleasantries to the podcast listeners and the affiliate affections cannot continue without sending the affections to our am and fm listeners throughout the country. Whatever day of the week. Whatever time your station has scheduled us, i am glad you’re with us. I know somewhere, even on weekends, affections to our many am and fm affiliate listeners throughout the country. Okay, laura ferry, thank you for indulging me while i, uh, send live. Listen, love. Podcast pleasantries and affiliate affection is very important to do. Um, okay, well, reassure me, please, and us that this is not on ly for big organizations and international corporations to come together, but we could do this on a small level local level as well, right? Yes, of course she could. And one of them is the most amazing thing is a small business is known for it philantech please. So there you could really approach these partnerships at a local level. They’re small non-profit using the same steps toward really, you know, developing an effective partnership that really helps promote your mission and engage people in that cause while at the same time helping that local business got from those ability for being a good community, citizens and, of course, on the local level, smaller organizations have that advantage. You know, you may be seeing potential partners at events in your community chamber of commerce, which a lot of non-profits belong to, you know, you’re you’re meeting potential partners probably a lot more often than than big scale non-profits like you’re rubbing shoulders with them, you know, often routinely. Okay, so let’s go where you wanted to go. Because this is important. On what? Identifying what it is you bring to the table to help your potential corporate partner maximize that brand value. Look at me being old jargon e l love this it’s great it’s. Great. So i think i like just throw some questions out for your audience to think about that. You know how before you approach a partner, these air the casings to think about how can your non-profit help foster that brand citizenship or bring that brand halo to that corporate partner and fearsome test? Look for ways that that your mission aligns with the cause that that corporation cares about even goes far is being doing a research ahead of time, looking at their corporate website, trying to understand what they may already be doing in the corporate social responsibility area and seeing if you’re a good fit. Okay, now and in terms of that, laura, could we look to see who they may have partnered with in the past? That may be a related mission. Yeah, absolutely. Okay. I don’t want you to go through the list too fast because i may have some questions for you. Okay. Okay. So, uh another really key factor, and developing any partnership is to make sure that you have support across the organization. So once you found and identified that partner, make sure that that they’re all of their resources are also bringing, uh, their resources to the table. So you really want to put in all hands on deck partnership and know that you have, you know, a little support on both sides of the partnership to really have the most effective intact together. Yeah, so is this something that on the non-profit side, the board should be apprised of right? And maybe, i don’t know, maybe even approve. Absolutely. I don’t really know any non-profits who wouldn’t take a big strategic partnership and have the board weigh in on it. So absolutely. Do you want to see these? Once we’ve identified our partner, is there a written agreement between the parties? Yes, there usually is. And and that could be a non disclosure. That could be a contract between the two organizations. But you’re usually sharing brands which are assets that you have to protect legally at those people, uh, are aware of that. So you want to be sure you have an agreement in place that, uh, that legal allows you to share brands and also gives you the option of reviewing and approving how your brand is being used on the other side of the partners? Yes, yes. Excellent. Good. Brand management is really important. Okay. Okay. Uh, all right. Go ahead. What else? Ah, in terms of the value we bring to the corporate partner hey, there’s, this isn’t always the case with all partnerships. That kind of depends on what kind of relationship we’re trying to build. But if you could engage that corporations, employees in your efforts to support whatever the campaign, you’re putting together with corporations or any kind of the program that just lends itself to engaging employees that’s a really great asset to your charity, because that could be, you know, for a small company, hundreds of new brand advocates for you as a non-profit and it can also lead to along a longer term relationship with that corporation because those folks actually become your supporters is part of your campaign. I’m thinking, like, top my heads, our mentor possibilities, but it really could be any could be any volunteer activity, right? That sure. Okay, you have any examining going on? Yes, i do. And one of the really wonderful non-profits i work with this kaboom, which is an organization that builds playgrounds across the country they built over sixteen thousand. So far on that is, uh, a, uh non-profit that typically it’s not there. Only it’s like the only vision for the cause of play, but they typically bring in corporate employees to come actually do those playground, though. So if god carmax, for example, is one of their big sponsors. So if there’s a local playground build near carmax locations, carmax employees actually go out to that site. And participate in the playground built. So it brings a lot of team building. Is it feeling good about the company? He worked for? It’s really? On exciting and meaningful, an authentic way to engage your employees and volunteering and coming together at a company. Excellent. Now this would have would feed what you said earlier about millennials. And if it’s a it’s, a company that has a lot of young employees, they’re they’re looking to blend their their professional life with social change work, right? Yes, absolutely they’re also looking for opportunities to connect socially, so by bringing them together are providing them with access to volunteer opportunities. They have a chance to meet new people and share in an active there that they can feel really good about doing together. So we do the playground build all day, and then we meet for beers after that’s ideal, right? Exactly. Ok, yeah, exactly, ok s o that’s called the the employee engagement so that’s i’m just i’m just i’m just amplifying. It was reiterating what you said but valuable to think through how employees could help your cause and the value that that brings to the to the company. In terms of engagement and company spirit, maybe i mean some company he comes. Some companies even have a requirement right for so many service hours, i guess per year or something like that? Yes. That’s their true. Okay. Excellent. All right. The employee engagement. All right, what else? What else you got? I think one of the things that you need to remember to is that alright, relationships require work. So the best ones really flourished when both parties begin with shared common interest singles and really bring that value together to the table and get really creative about what it is you want to do together. We mentioned a playground, bill that’s. One option. But could you also tie that teo retail promotion? Where, you know, at the register, you ask customers to donate a percentage of their transaction? Tio just to the kaboom cause todo playground and in our local communities, those are great ways not only to engage on the employee’s side, but also at the consumer level. You’re connecting there as well. Okay, you got any other? I love stories. And i some of the feedback i get from listeners to is that they love. Stories to any other, any others examples doesn’t have to be of the volunteer. I think a lot of really interesting things happening with designers who are developing, uh, fashion lines and products to support causes that they care deeply about you may recently have seen tommy hilfiger launched a line with a non-profit called runway of dreams to design an apparel line for learning disabled kids, so they he’s actually created a very stylish line. That’s easy, tio, pick off and get on so that’s one example, lady gaga and elton john just launched a product ah called love bravery at macy’s that is really interesting and showing some real promise for supporting both of their independent foundations. Um, there’s also social enterprises emerging everywhere, which typically a lost non-profit partnership uh, brands like tom’s where buy one give one are now partnering with coffee companies and a whole range of ah causes that are out there in the field helping in developing countries. Ah, gymboree and kapin kaboom is another example of a baboon partnership that i’m really excited about is cook doing parted with gymboree than on and gymboree launched a line of play where it last year called hop and roll and a percentage of of all of the apparel line that was sold to supporting kaboom cause, uh, employees and all the stores competed on the one who the store who raised the most funding for, um for by selling product to consumers actually won a local playground bills. So it was really well integrated program that involved engaging both employees and consumers, and we’ll do good campaign. Excellent. So so what? The higher level, this this clearly even product development is possible. You you’ve given a couple examples of where special products were developed. Okay now, again, small and midsize non-profits out. They may not get that far, but there still is. They’re still great potential for doing this on on a smaller scale. Sure. And, you know, there are local non-profits that further causes that are being supported by local business all the time. Alex’s lemonade stands are happening everywhere. So there are local restaurant night where percentage of that night sales that stone into a local cause. Uh, so those airways to engage through retail, whether they be restaurants or, you know, apparel stores, local grocery to support the cause is that that local communities? Yes. Excellent car washers. I mean, we know whatever whatever is in your community on dh. Yeah, i think you’ve just touched on the point that if there’s already some relationship between you, you know, maybe they’re just giving twenty five hundred dollars to your and you will run, walk or something like that or, you know, they’re sponsoring you in some other way. Maybe, you know, leveraging that existing relationship and approaching the company about going deeper. Yes. That’s that’s a great way to think about it. In fact, i’ll go out on a limb here and say, i think there have been in charity work happening at the local level, two small non-profits and local businesses for a really long time and corporate brands that are now just catching on to engaging at the local level through store retail stores in campaign. So i do. I do agree with you. I think a lot of really exciting things can happen at the local level. And you can actually work that backwards. Now. Goto the corporate side too. Support your non-profit on a national basis. Yeah. Cool. Now, if laura, if we want to get this started? I mean, isat do we need to go in with fancy, you know, a fancy presentation the first time? Or is it really just a conversation the first time to sort of explore? I think it’s important to go in there, having done your research and really understanding who that company is and what they care about most and what they’re trying to achieve by participating in a collaboration with a non-profit on dh and if you can show that where you’ve connected the dots before you go in there and tell that story in that meeting, how you deliver it is is not as important as the story you tell. So, you know, i like to have power point that some people are better it just articulating, um, you know, the connections that they’re saying and they’re there, what they see is a value and bringing these two organizations together verbally so there’s really no magic answer. It surely just depends on what you’re comfortable with. All right? Long story. Good. All right. Um, i took a little off track and mohr mohr for ah, showing value to the potential corporate partner. What those questions to think through i think you want to, uh, talk through what kind of first take a look at your organization and what you khun gray in terms of marketing resources to support a campaign that could be anything from interesting promotions and campaigns that you go that you have going on or have plans for and how that company can integrate into that. That planning, uh, if you have basic marketing tools in place and you’ll reach a lot of people, tell that corporation all about it because that’s that’s an audience that’s really going toe the thrill that corporation is supporting because they care about that would include your social media. Your newsletter, your website, just really what ways can you give visibility to the partnership from a marketing and communications standpoint? And one of those numbers look like they’re lower numbers and they’re not going to blow a big corporation away. That’s okay, just talk about the resources that you do have and on the investment that you’re willing to make, too, to share that corporations part of the partnership to your stakeholders in your community and, you know, are there ways to connect employees like we talked about? Really? Looking at all the way around the scope of possibility for bringing the organization’s together. And i think that’s that’s really what you want to have in your story and your pitch, too a corporate partner for a small business, you can use the same principles that yeah, absolutely you yeah, and and you want to go in confidently because you you do have the you do have assets, you know, you mentioned, like, all the social media properties and and your own brand value and your dedicated volunteers, you know, you do have networks and assets that you, khun bring to the relationship. You want to be confident about this. This is not a humble ask, right? Okay, i guess you agree. Okay, ok, cool. We have just like a minute and a half left. What? What? What have we not talked about or what do you wish? I’d asked that i haven’t. Please one of the most marks, most remarkable statistics that i’ve seen that i’m trying to build on right now. And i’m heading tto licensing expo next week in las vegas to talkto companies about working with my non-profit clients no license their brands to consumer. Product program, because i think there is an opportunity, tio cell cause branded products, uh, not all of them fit, but quite a few of them do, and and i’d like to see that development and really that’s, based on some cohen research that came out that says that eighty seven percent of consumers latto products associated with the cause over the left twelve months that’s, a khan twenty fifteen research data points that is a really strong one, so it is an opportunity, i think, to make a connection at retail. So how can you develop more product, not just promotions, but products that actually can activate? I thought about your mission in people’s homes and in their daily lives through product, we have to leave it there. Thank you very much, laura. Thank you, thank you, laura faerie, founder of goodcompany. There goodcompany strategies. Dot com. Guidestar platinum with even nico is coming up first. Pursuant velocity is one of their online tools. Why do you need it? You don’t, you could keep on managing your fund-raising the same way you do now and keep on expecting different results, and you will prove yourself insane. Or i suggest you can keep your fundraisers on target by prioritizing activities, measuring their time against goal, making smart decisions about what to do each day and each week, and following up on time with donors and potential donors, tracking milestones with potential donors. And, of course, all the tools and the dashboard that go along with that all in velocity. It was created to help pursuant fund-raising consultants manage their client campaigns, but now you get the pro tools to manage your own campaigns, and that doesn’t matter whether you have one fundraiser or you have a team or you’re an executive director doing your fund-raising you need management tools too keep you on track and all these other things. I was just talking about velocity. It helps you raise more money, you’ll find it at pursuant dot com. Now, tony’s, take two fund-raising fundamentals. Have you checked it? Out it is my alter ego. The other podcast i do. I produce it for the chronicle of philanthropy and it’s. Very different. Different format length. Um where? It’s only ten minutes. Ten to twelve minutes. And it’s once a month. Not a weekly it’s on the chronicle of philanthropy website philanthropy. Dot com it’s. Not at tony martignetti dot com. Did i mention my side is tony martignetti dot com telefund dot com and it is devoted to fund-raising that’s, that’s all we talk about now that that’s pretty wide topic, but we don’t get into the stuff that is legal. Andi even, you know, social media, you know, started tangential prospect research getting old, tangential. So it’s devoted to fund-raising. But we talked about events, grants planned e-giving major annual, um, crowd funding. Those are just some of the ones that come occur to me off the top of my head anyway. Fund-raising fundamentals quick burst. Once a month, you’ll find info at twenty martignetti dot com there is info there on dh fund-raising fundamentals is also on itunes. As is this show that’s tony’s take two. My pleasure to welcome even nico to the show as guide. Stars lead on non-profit strategy and evaluation issues. Even nico helps non-profits share their full story, using the guide star profile and to use the information to make better decisions. She has over twelve years of experience in strategic planning and evaluation in the social sector. Having worked at fsg social impact advisors and mckinsey and company, she has a phd in physics from oxford university. Dr niko, welcome to non-profit radio it’s. A pleasure to have you. I have to ask you right off with this phd in physics. Does this non-profit inertia trouble you? Well, i probably have a better understanding of non-profit inertia, maybe that anyone else having having a degree in physics and, you know, learning about inertia and all the forces that actor in the world so i often him, you know, both and used and delighted when i hear some of those words from science trickling into into the social sector as well. Well, i’m going to challenge that. You may know the most about it. I i studied up and i learned that for a mass point. The moment of inertia is just the mass times, mass times the square of the perpendicular distance to the rotation access i equals m r squared, of course, and that point mass relationship becomes the basis for all other moments of inertia. Since any object can be built up from a collection of point masses, how do you feel about that? I think that just proves that these days, if you have the google and wikipedia and access to all of the sources, then maybe you don’t. Maybe you don’t need to study quite a quite as much. How dare you? How dare you suggest that? Where do you come off? Well i just introduced you. We never even got started yet. All right. Um really? I mean, honestly, okay. Guidestar, guidestar, dot or ge? They have ah, niu platinum, the new platinum club, the platinum level tell us, just give us an overview about this before we go into detail. Yeah, now absolutely so it’s funny. So i’m you know, relatively new to guide star i’ve been with rose for about six months, but i feel like that gives me kind of a unique view on what we’re doing and some of the new things that we’re doing and what’s most exciting. And i would say one of the most exciting things that we’ve done, you know, really for a long time is to have to have released problems. So platinum is so we recognize non-profits for sharing information through guide star and it’s, not just sharing it with us, but it’s sharing it with a lot of other stakeholders, including donors thunders, you know, other non-profits and audiences, and we recognize that non-profits with what we what we call a seal of transparency so that’s, really and platinum is our highest and knew it seal of transparency and a recognition of the kind of really interesting and much more meaningful data that non-profits can share with others. All right, cool. Now, uh, let’s, let’s, give some background, tio, guidestar and and its value. What kind of stats do you have on this guidestar dot org’s thatyou khun boast about in a number of unique users each month? I mean, come on, you know, you have this, you know how many? How many people? How many people in america are you to me, but being sort of like a cross between, obviously we are non-profit ourselves a social sector organization, but also in company, because we do run guys start that or that we, you know, we do well, we deal a lot with digital data. So yes, there are a lot of numbers out there that sounds very impressive. And i would say one of the things that really drew me to guide stars is just a scale of reach that we have. So a few of those numbers of guy estrada or ge gets about seven million visitors per year. And this this is a cross section of both, you know, donors who might be coming to us advisors. Who are working with foundations and advising them on the strategies and the partners that they have, as well as non-profits who come to us directly to either, you know, look for their own information in some cases, and of course, to look at their peers. So seven million visitors, i would say that we have also, you know, one thing that we that i didn’t know about before guys start before coming here is that when you participate without your data doesn’t just stay on guidestar dot org’s, you know, as great as that is, it actually flows to a lot of other places in the sector, so we have over one hundred ninety, partner kind of websites, platforms who who used this data and they sit with their audiences who again tend to be donors or, you know, for crowd funding for point of sale giving for donor advised funds. E-giving so, you know, through that kind of network of one hundred ninety partners, we we you know, millions, not just seven, but, you know, tens to hundreds of billions but could could even be more than i equals m r squared could be could be i don’t know how that applies to anything but is completely irrelevant. But now every organization that file’s in nine ninety is already on guide star, right? Yes. Okay, i know you want to make this point even more emphatically than i did for are over ten thousand listeners throughout small and midsize non-profits you’re already there. Yeah, i think this is this can’t be over kind of emphasized, so a lot of people might think that it’s kind of like linkedin where you have to go and create a profile. The fact is, if you do file a form with the irs, but you are already on guidestar, and so really, the thing to do is to kind of google yourself, sees your guy’s profile, comes up or come to guys start at borg and sort of google yours up with us. Search for yourself and see what’s there because i’m finding that a lot of non-profits especially your, you know, fantastic audience, maybe a sort of smaller to ms sidle midsize organizations doesn’t know that they’re already on their and maybe their profile is looking a little sad. Yeah, what would they have if they’ve contributed nothing? Well, they might. Have their basic nine, ninety form as a button, and otherwise, you know not much off perhaps a few of the fields from the nine, ninety that’s named their ceo, but not much else. Okay, now, tio, you said to move up to the platinum or two moved a level you recognize non-profits for their contributions, and you have different levels. Bronze, silver, gold and platinum. And now, okay, why don’t we? Well, what comes before bronze, like, if you’ve contributed nothing, is that the aluminum foil it’s, like a sheet of paper? No. Well, try to stick. I mean, okay, your degrees, physical physics, not chemistry, but try to stick with the pattern. It’s all there, all medals. Let go that’s! Better than aluminum foil. Yes, lead, pb. Okay, so i know all about science and chemistry. Pb lead. Yes, lead that’s a better one than aluminum foil even. Okay, so if we have nothing, my organization has not contributed anything to the guidestar dot or ge. How do i get to the bronze? No, no. That’s a great question. So, i mean, the first thing to do is to actually claim your profile. I love that works claim, you know, it’s sort of obviously connotation, some level of ownership, but we have got to start obviously can’t just let anyone modify any organizations profilers needs to someone who represents that organization needs to, you know, come to us and say, hey, i’d like to you know, i’d like to be in charge of the content on my profile, and so all you have to do is come to you guys, start that orc and there’s a nice button up, you know, a field up top that says update your profile that takes you through some of the instructions. But the first step is going to be to, you know, tell us that you want to claim your profile. By coming to our website, then we will do a little bit of due diligence to make sure that we verify that you can, in fact, modify the organization. You want to represent your weinger bonem fundez just that your bona fide? Yeah. Okay. And then after that, your kind ofyou have access two as a set of tools that let you contribute the information. All right, all right. So that’s bronze and and how do we move up? Yeah, so broad. I mean, one thing i’ll say about bronze bronze are is kind of the basics, right? Unless you climb the podium. You know, the olympics coming up later this summer, it gets you on the podium, right? It sort of means that you you could be found as an organization that is a legitimate organization working in the social sector. All right. And more than just your more than just your nine, ninety, is there? Yeah. So, it’s, just, you know, you can say kind of what your programs are. You can obviously a little bit more about who your leaders are. And frankly, you can also make sure that your correct address appears with your organization. Like you wouldn’t believe, but i know a lot of us move around, and this could be a problem even having the right address, foreign organizations that, you know, step one, you’re on the podium with ron, get over is basically contributing some your actual audited financials or some equivalent. So the nine, ninety, you know, we love we know it, we love it, but it’s a little bit dated and it’s not the same audited financials. So if you if you want to get the silver, you can contribute some additional information about your financials and that just increases trust in your organization. All right, wait, wait even let me stop you doesn’t have to be an audited financial statement cause a lot of small organizations don’t don’t have to do that and don’t do it it’s very expensive, right? So i would say one passes the auditors statement, the other passes the tool basically give you some of the fields that we need that kind of give us a little bit of the equivalent, even if it’s not audited. Okay, i don’t see how you’re very egalitarian there, all right? All right. Gold, gold wolber gold is basically helping tell your story, right? You’re not just your financials, you’re not just your tax form, you’re not even just your address. It’s really about describing what you’re trying to do and what strategy is you’re using to get there? So is allowing you to tell your story in your own words, so more narrative in the gold, more free form, okay? And the pinnacle blast them? Yes, xena, zenith of guidestar presence. I don’t know where they were going to go, you know, diamond emerald next or what? I know well, you have to go like like, you know, it is kopperman basically says, you know it, if gold is the town halls and platinum is a little bit the show, right show it. And so what we’re what we’re looking for there is for organizations to tell us about some of the measures that they use to track their progress in results. So it’s, it’s, more quantitative, you know, give us the measures, but i would say it’s still very inviting for organizations of any size, okay? Because we basically were not dictating to you what you should measure, we’re just asking what you already do and what you care about and what you talk with your board about already in terms of outcomes and impact, is that a is that where you’re going with this? Well, i think we’re starting a basic, even just the outputs, right, sort of what activities, how many people are you’re serving? You know, if you if you have, if you have compelling information about what happens to those people that, you know, you might think of those mora’s out out outcomes, then we are definitely want to know that as well. Okay, i understand. All right, we’re gonna take a break, and, well, professor niko and i have plenty more time left. Teo, go through the rigours of equal m r squared, and so please stay with us, and we’ll keep talking about guide star, platinum and guidestar generally. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked. And naomi levine from new york universities heimans center on philanthropy tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. Duitz 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. Eva, i elevated you. I called you professor nico. I should’ve just said dr niko. Doctor, have you ever been a bit? Have you have been a professor of physics? You have not right. Okay, i did not recall that in your in your bio, but i want to be sure. So it’s just it’s. Just it’s. Just dr nico. Not not, professor. Um, okay, so no. So after platinum, i don’t know. The best thing i was thinking of was like, you’re gonna have to go, like american express black, but of course, that’s not a metal. So i don’t know where you’re going, but clearly you need you’re going to need more because you’re gonna have a lot of organizations in platinum in a few years and then you’re going to want to distinguish even higher than that. So i hope there’s planning for the expansion in the future, the up on the upside. Well, it sounds like you have some good, great ideas, tony. And if your listeners teo all years yeah, i was thinking, do we go gems? Do we go planet? Do we go colors? Planets is a good one. Oh, yeah, we just found another twelve hundred forty seven planets? I think so. Planet says you’ve got a lot of potential upside potential with planets. That’s a good one. Um okay, so we understand what these levels air about and let’s see what’s so wanted it was anything more you want. Talk about the terms of the of the platforms of the ladder or whatever metaphor you use, teo, describe these different levels. Anything more you want to say about that? I think i think we’re pretty good, although i just want to say that i think what’s really interesting is that it’s already? So we have about over six hundred organizations currently who have gotten to platinum and what’s nice. Is that it’s? Not just some of the big guys? Of course we do have those represented, but it is actually organizations just like ones that are hopefully listening. So i just pulled out a profile here for a little organization called the adult life training incorporated it’s out of fort wayne, indiana. It’s got, you know, an income revenue of, uh, a few thousand dollars on dh what’s. Fascinating is, you know, obviously i can read a lot about their mission. They’re trying to help hyre they’re trying to help people gain employment, but when you go to that platinum results, you see, you know, you see some really fascinating things, like they say here the number of clients that we served, it happens to be thirty eight and twenty fifteen, so now you know, something, they they’ve touched, you know, the lives of almost forty, people hyre here are how many certificates have been earned by those people in terms of further training, the one hundred fifty four and then here’s the numbers of here’s, the number of hours of training that has been delivered and it’s almost six thousand hours of training. And, you know, i’m just saying that i think this kind of information is extremely valuable for other non-profits to see and understand and for donors and thunder to see and understand that’s an excellent example. Thank you. Even what’s the name of the organization again. Shout them out again. It’s called adult life training think and it’s out of fort wayne, indiana. Excellent. Excellent. All right. I hope adult life training is listening, but okay, so that’s a great example of a very small organization. Thirty eight. People served in a year, but hyper local and they’re ah, they’re in the platinum club, you’re in the club, all right? All right. Um, what kind of feedback do you get from donors of potential donors? The individuals using guide star, you know, share some of those hopefully positive stories? I’m sure they are. Well, what kind of stuff do you hear? Oh, i think, you know, donors really these days are increasingly coming online toe look for information about non-profits and i’m sure we all talked about a lot about millennials, but we all know the trends there that increasingly people look for information and people are curious about not only, you know, they do care about some of the financials they do, but they really want to know what? What are some of the results? What does the work look like? They want to see some of the pictures, um, of people being health, and they want to understand the scope of work that a non-profit might be doing. And so we just see a lot of interest in this in this kind of information from donors and hence the new platinum level because that gets to what you’re describing people are seeking. How about from non-profits do you? You get it anecdotes from organisations that are grateful that you’re there because you enabled ah ah! Gift. Absolutely so way enabled give through our through our platform there sort of donate now buttons on our platform, and obviously, as i mentioned, we enable a lot of a lot of non-profits come to us actually, because they are trying to participate in the amazon smile program that’s sort of millions of dollars are moving through the program where someone could buy a book and give to their favorite non-profit at the same time, we actually provide the back end to that information, and so they want to be featured on there, and they come to us sense of mr info and his current with amazon and its current with all those one hundred ninety other websites. So, you know, we definitely see non-profits just being thankful that we save them time and we increase their exposure to all of those different audiences, and they don’t have to maintain a separate profile with all of those different order, which for small non-profit would be a humongous a little more about these hundred ninety partners you have what are some other examples of types of organisations or companies that are using guide stars, expertise and and gathered information? Yeah, great. Great it’s. The second one. Oh boy, thank you. Two in two in thirty minutes. That’s. Great. Thanks. So so one one great example. So all of the major donor advised funds of national donor advised funds that that facilitate e-giving for donors are using guide stars data. So obviously, fidelity, schwab, those those kinds of funds we also, as i mentioned, obviously participate in a lot of that kind of point of sale giving programs. Amazon probably being the biggest one. And then the third sort of the third kind of group of people are, you know, there’s, a lot of crowd sourcing crowd funding web sites out there, you know, global e-giving give well, grassroots or great there’s a lot of sort of crowd funding websites that also are looking for non-profits teo, you know, to be features there, and we provide that information as well. Excellent. Those are some very big names. Cool. All right. We just have about two minutes or so left. Eva and i want to touch on the overhead myth. The the idea that the best way to evaluate a charity is tow no one number. And that is how much of its revenue does it spend on, quote overhead that this bad this bad moniker for all non program expenses. What is guidestar doing to help defeat this myth? We’ve been very active on this because we we think that judging a non-profit by their overhead ratio is just, you know, playing wrong. It’s it’s sort of like judging a business by their cost, without understanding that returned that they might be generating. So what i think it’s wrong to we’ve been active in campaigning and always had sort of a letter to donors, a letter to thunder’s about the overhead miss and how they should be paying more attention to how they think about, you know, how they compensate non-profits for the work, the true cost of the program and briefly overhead is people its executive directors, it it if they are the people also doing the work and being out there in the world promoting the work. So, you know, that that’s been a part of the campaign, the other thing i would say, just a link back to our problem conversation is, you know, so far, we said two donors, please don’t look at the financial ratio, right, it’s sort of like telling people, please don’t think about the pink elephants what’s the first thing you think about, you know, the pink elephants, so i wouldn’t feel like wave tell people not to look at that as the sole measure of success, but we haven’t had a lot to offer. Instead, i feel like we’ve gotten more. We’re going to get their offering them something else compelling to think about it. Look at all right? We have to leave it there. Eva listeners can look back to that show that i had on had with the jacob harold, the ceo of of guide star and the other two signers to the overhead myth letter about two years ago. October was that october. I think twenty thirteen maybe was almost three years ago even thank you very much. Thank you. You’re very welcome. Thank you. Even ico representing, of course, guidestar dot or ge next week, maria simple returns with political giving. If you missed any part of today’s show, i beseech you, find it on tony martignetti dot com. We’re sponsored by pursuing online tools for small and midsize non-profits data driven and technology enabled pursuant dot com creative producer is claire meyerhoff. Sam liebowitz is the line. Producer gavin doll is our am and fm outreach director. Shows social media is by susan chavez. On our music is by scott stein. Be with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist took two or three years for foundation staff, sort of dane toe add an email address their card it was like it was phone. This email thing is fired-up that’s why should i give it away? 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Nonprofit Radio for June 10, 2016: Your Little Brand That Can & The Future of Email

Big Nonprofit Ideas for the Other 95%

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Julia Reich & Stuart Pompel: Your Little Brand That Can

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Julia Reich & Stuart Pompel at 16NTC

Control your brand. Respect your brand. Consistently message your brand. Recruit strong ambassadors for your brand. Julia Reich is branding consultant at Stone Soup Creative and Stuart Pompel is executive director of Pacific Crest Youth Arts Organization. This is from the Nonprofit Technology Conference, NTC.

 

 

Sarah Driscoll: The Future of Email

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Email still rules and it will for a long time. Sarah Driscoll urges you to be multichannel, mobile and rapid responding. She’s email director and vice president at 270 Strategies. This is also from NTC.

 

 

 


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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 suffer the effects of a non mia if i got a whiff of the idea that you missed today’s, show your little brand that can control your brand respect your brand consistently message your brand recruit strong ambassadors for your brand julia rice is branding consultant at stone soup, creative and start pompel is executive director of the pacific crest youth arts organization. This is from the non-profit technology conference and tc and the future of email email still rules and it will for a long time sabat driscoll urges you to be multi-channel mobile and rapid responding she’s email director and vice president at two seventy strategies that’s also from tony steak too be an insider. We’re sponsored by pursuing full service fund-raising data driven and technology enabled, you’ll raise more money pursuant dot com also by crowdster online and global fund-raising software for non-profits with apple pay for mobile donations crowdster dot com here are julia rice and stuart pompel welcome to tony martignetti non-profit radio coverage of sixteen ntc the twenty sixteen non-profit technology conference we’re hosted by n ten the non-profit technology network, we’re in the san jose convention center san jose, california with me now is julia rice and stuart pompel they’re topic is the little brand that could multi-channel approach for the small non-profit julia is branding consultant at stone super creative and stuart pompel is executive director, pacific crest youth arts organization. Julia stuart welcome. Thank you. Pleasure. Pleasure to have you both. Julia. Welcome back. Thank you from lester’s ntc we are highlighting a swag item at each interview. And it’s, i think it’s only appropriate to start with oh, and ten non-profit technology network score and which i love the reverse side of as zeros and ones. You have your bits and bits and bytes. I believe that anyway. Zeros and ones swag item number one goes into the swag pile. There’s more to come. All right, julian stuart let’s. Talk about the little brandraise multi-channel approach. Small non-profit tell us about about the organization, please. Stuart okay. Pacific crest is a drum and bugle corps and a drum and bugle corps is an elite marching band and it’s made up of students who audition maxes out of one hundred fifty members. And this is a group that performs on field competitions and civic events. But primarily the unique aspect is a tour that our students go on for two months during the summer. Based where so we’re based in something california headquarters in the city of diamond bar. But we have kids from one hundred cities across the state, and we actually have some kids from other countries as well. My, my father was a percussion major, taut drum while taught elementary school music, but his major was percussion. And i, his son, was a failure of a drum. Then i must a clarinet. I tried violin. I practice. So you went from the easiest instrument to the most difficult. I yes. Yeah. My progress showed this, and i was just i was a bad student. I didn’t practice. You only go to lesson once a week. You’re not gonna learn. You have to practice it’s. Very true. What is your background in music? So i was a musician growing up. I didn’t. Major in music in college, but one of the founders of pacific crest on when i first started. I was the percussion instructor, but the group is made up of brass, percussion and dancers. And then a show is created very intricate blend of music and movement. And then we take that show on the road, as i said earlier. Oh, and the unique aspect of it is a two month tour where the kids leave the comfort of their homes and we travel by bus and stay at schools and performed four, five times a week. And just how old are the kids? Sixteen to twenty one. Okay. All right. Julia let’s give you a shout. What does it tell us about stone? Super creative? Well, i’m a branding consultant, and i work mostly with non-profits and hyre ed and i help them to find and communicate their authentic brands to help them maximize mission impact. Okay, very concerned, wei need to be multi-channel right? Because our constituents are in all different channels. And of course, we want to meet our constituents where they are. So we need to emphasized multi-channel ism. Is that true? Multi-channel is, um yes. Okay. It’s like, not discrimination, not we’re not discriminating cross channels. Uh, how do we know where which? Channels we should be focused on because there are so many. How do we know where to be and where to place emphasis? Wow, it really depends on the organization. It depends on the organization’s audiences. I’m sorry. Well, there’s, a broad. How do we know where our organization’s, how do we assess where our organization ought to be? I think that’s a better question for stewart to ask t answer in terms of his organization. Okay, all right, well, all right, where is where is? Where is pacific crest? So way have we have a number of channels, but the website obviously is the first communication place, but on social media, we’re where we limit ourselves to instagram, facebook and twitter and youtube as well we’ve not moved to any others and there’s some philosophical reasons, for example, snapchat is not one that we’re going to move towards of, but we know that the demographics of our organization are trending, you know, in terms of people who are fans and kids who are interested in being apart it’s going to be in that younger age group, and so we know that twitter is becoming more popular with that age group, and so we’re going to do a little bit more there to attract that age group. We also know that facebook is trending mohr a little bit older now, and so there are certain things that we do on facebook that we’re not going to do on twitter. Sorry or vice versa. That’s ok, wei have a small set here they’re squeezed into ten by ten so don’t worry if you knock the night might not mike’s okay? And so that’s how we make some of our decisions. You know, we start with what’s out there a lot of times the kids bring it to us, we should have a snapchat, you know, or we should have a facebook page, or we should have a facebook page for the trumpet section and a facebook page for the you know, and so we have to, you know, we had to be mindful of which ones of the official ones and which ones of the unofficial ones and how are we using social media to communicate? We may be using the facebook page to communicate to the outside world, but we also use social media to communicate within the organization because students, by and large, do not read email that’s for old people. I’ve been hearing that. Yeah, okay, okay. And so so were communicating to our members. Of course i’m going to send email to them in their parents, but we’re also going to follow-up with did you check your email on facebook? Okay, uh now i think it’s important people to know that you do not have any full time employees, we do not pay anybody full time, so we have people who work. Ah, lot of ours, yeah, say that jokingly, but no, we do not have full time employees. Most of the money goes right back into the program. Okay, back-up what’s the philosophical objection, teo snapchat i think for us, the fact that a picture could be taken and or a comment could be made and then it khun disappear and the fact that it doesn’t necessarily disappear because it can be forwarded on, we lose control over it. And so for us, it’s, not something that we’re comfortable with right now. Snapchat is not a bad thing in and of itself, but when it comes to having kids in the group in the organization, we just felt that we’re not ready to do that at this point. Okay, you’re tuned to non-profit radio tony martignetti also hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a quick ten minute burst of fund-raising insights published once a month. Tony’s guests are expert in crowdfunding, mobile giving event fund-raising direct mail and donor cultivation. Really, all the fund-raising issues that make you wonder, am i doing this right? Is there a better way there is? Find the fund-raising fundamentals archive it. Tony martignetti dot com that’s marketmesuite n e t t i remember there’s, a g before the end, thousands of listeners have subscribed on itunes. You can also learn maura, the chronicle website, philanthropy dot com fund-raising fundamentals, the better way. Dahna julia anything you want to add, teo building a a fiercely loyal group of supporters? Well, i would just add to what stuart was saying in terms of controlling the brand, you know, that’s something that’s important to consider and something we talked about in our session has one of the differences between the for-profit sector and the non profit sector is that we want to take control of our brands so that, you know, we’re in control and people aren’t just making up our brand for us, but at the same time, you know, i think traditionally for-profit sorr yeah, the for-profit sector and, you know, they kind of tightly policed their brands or at least they have, i think that’s changing, but i think with non-profits it’s more there’s, more flexibility built into the brand. So, you know, snapchat i can understand, you know, that’s not gonna work but it’s not it’s more about, like guiding your brands across the channels and, you know, there’s more of ah, sense of collaboration, i think inflexibility with with guiding your brand across the channels, there’s more of an interaction with your audience rather than tightly policing it. Okay, stuart, especially. The age group that you’re dealing with there has to be a degree of flexibility absolutely right? Yeah. That’s. Why, when if the kid comes to me with an idea than you know, that’s, we listen to those ideas because especially now they know how they want to communicate. And sometimes where we come in from the management side is that’s great information. Thank you so much. But you need to understand that there’s a larger picture here. So when a kid comes to me and says, i think we should have different facebook pages for different sections, you know, and we should have a brass facebook page, and we should have ah, regular facebook page and a percussion facebook page. My question back to that student in this case, a nineteen year old kid just asked me that who’s, a member of the corps for three years, i said, can you please explain to me in your mind what’s the marketing reason for that? What is the marketing benefit of having so many different channels that essentially say the same? And so then we get a conversation going to help the students understand that while he may be seeing a small piece of this there’s a larger piece to consider who becomes a teachable moment in that way, but it also then opens up the question of, well, if you want to communicate that way within sections that’s a great idea, let’s, go ahead and make those pages, make sure that i’m an administrator on them so i can see what’s going on and then that’s and that’s how we kind of grew the internal facebook and the i guess, the official facebook okay, you knocking mike twice now? That’s enough! I’m going to stop using my there’s just we’re so excited, we’re just just stick yah late ing wildly teo convey their passionate we are. Thank you so much, stuart. Thank you. Also let’s say julia that’s every file of something something stuart said, not little listening, listening he’s listening to the nineteen year old who want to do something that probably isn’t isn’t in the best interest of organisation, but there’s still a conversation about it listening and all your channels way amplify how that gets done effectively and really, you know, really exgagement well, i think it’s about knowing who your audience is, um, you know, you don’t want to just put your brand out to every single channel in the hopes that it sticks somewhere, you know? I think, it’s what stewart saying is really important, he’s listening to his audience, he knows exactly who is audience is on and he, you know, he’s he’s lucky in that sense, because it’s kind of a built in audience and he’s able to listen to them closely and know, you know, where they want to learn their information, where they want to get engaged, and i think, you know, ultimately all of this leads to trust and trust in the brand, you know, if they feel like they’re being listened to, they’re going to trust the brand, and once they trust the brand, they’re going to support the brand, become advocates, let’s spend a minute defining the brand way you mentioned a few times. I want people to recognize that it’s more than just logo and mission statement amplify that, would you? For us that the brand? Sure. Well, you know, i present the definition of brandon my session, and it was, you know, generally accepted for for-profit sector definition, which is that it’s your reputation and you know, it is your reputation. I agree with that, but it’s your reputation in order to gain a competitive advantage, so that doesn’t really work with non-profits. It is about your reputation, it is about your sense of identity, but you’re not really looking for a competitive advantage, per se. I think what you’re trying to do is clarify what your values are, what your mission is in order you fit in the community, right, and then ultimately, i think, it’s about collaboration, you know, that’s where non-profits do the best work and make the most of their impact. Their mission impact is by collaborating, okay. How do you think about you’re the brand? Stuart, a cz you’re dealing with, a lot of young people are exclusively young people well know their parents also how do you how do you think through this that’s? A good question, because we’ve we’ve had to come to terms with that a number of times because especially with the youth group, the thing that you’re doing is not necessarily what you’re doing, okay? So this producing a show and going on the road and performing that is what we’re doing in terms of the actual product. I guess you could say that we’re creating the program we’re putting together for the kids, but when you’re dealing with students or young people in general, you have to go beyond that. You have to go beyond the we say, you got to go beyond the music, you’ve got to go beyond the choreography and the competition. There’s gotta be a larger reason there’s got to be a so what? To this whole thing and for us, it’s the unique aspect of leaving on tour for two months and something really transformative happens to a kid when he is forced to take responsibility. For himself or herself for sixty days of lock down? Yeah, and for us, it’s maturation, maturation requires coping skills, and as adults, we cope with challenges throughout the day wouldn’t even realize it anymore, but there is an issue in this country, and the issue is that students don’t have the coping skills that are past generation tad there’s a variety of reasons for that that i don’t want to get into, but we create that a pacific crest when you go on tour and you’re living on a bus and you’re driving through the night and not getting as much sleep is, maybe you want to and it’s still hot, but you still have to rehearse and we have a show tonight and people are depending on you. The coping skills get developed quite quickly and learning how to cope and learning how to deal with those challenges leads to maturity. Maturation is a forced condition isn’t come from an easy life, and how does your use of multi-channel strategies online contribute to this maturation process? Right? So they don’t necessarily contribute to the maturation process, but when we communicate what we do, it’s always about the life. Changing experience, even we’re recruiting. We’re recruiting kids and we’re saying we want you to do pacific crest or come check us out because this is going to change your life. It’s not about performing in front of the audience is they already know that’s what they do, they already know they’re going to get into that we want to explain to them and their parents. This is why you’re doing this. You could be in the claremont, you symphony you, khun b in your local high school marching band, you can play little league, you go to the beach, you can do any of these things. But if you want an experience where people are going to applaud for you and it’s going to change your life were the place to go. Julia, how do you translate what stuart is saying, too? Fulwider cem cem strategies for actually achieving this online in the in the network’s. Uh, well, you know, stuart and i met because we were working together. I was helping him with his rebranding a few years ago on dh as part of the process of re branding. You know, there were several questions that i posed. To him, gee, i don’t have those questions in front of me right now, but, you know, it was it was pretty much about, like, you know, who are you? What do you dio and most importantly, why do you do it on also, you know, what is it about what you’re doing is different than what other organizations are doing? What makes you unique, you know, and then ultimately that lead tio three different what i would call brand messages that piss off across has been able to use in one form or another, you know, across their channels in their promotion of their brand, i don’t know, stuart, do you know the brand messages off the top of your head? And we could maybe give an example of how those have been used, okay, what are they? So the first one and these air paraphrased is to bring together a group of kids who are like minded and and want to be in a very high quality, superior quality performance group that pushes them right, okay, the second brand messages that were here to develop your performance skills, okay, which is an obvious one, but needs to be stated, and the third one is the life skills that i mentioned earlier, where we’re going to create an experience that changes your life because of the unique aspect of the tour. And so we hit those super hard in all the channels and all of our communications. So when you mentioned, how else does this manifest itself in communication when we’re talking to people about i’m donating to the civic krauz we’re not talking about donating so we could make beautiful music we’re talking about donating so that they can change a kid’s life through music so that the drum corps becomes the way we change lives, not the thing we do in another cell vehicle, right method rights and it’s about consistency in promoting those brand messages in some form or another, you know, distilled down to their essence. And i think that that is really important when you’re talking about brands. But how do you achieve this? Uh, but this consistency multi-channel some channels, very brief messages. How do you how do you do this, julia? Well, we gave several examples of what you have to think about. Like you know what should be in your mind? Well, i think with every type of marketing communications thatyou dio you want to think back to what the brand represents, you know? So, you know, let’s say your values are, you know, integrity and education, you know, when your personality is fun, you know you can think about while is every message that i’m putting out there. Is it fun? Is it promoting this idea of integrity of educating the child? You know, that’s, those are just examples. But i mean, you can kind of use those as benchmarks. It’s. Almost like the brand is your i like your north star pointing the way, way not a very good that’s. Excellent metaphor. Maybe an analogy. No, i think it’s okay, stuart, who at pacific crest is is producing our managing the channels? Is that all? You? No, we have a social media manager. Okay? And what he does is he uses a nap location called duitz sweet to queue up her posts, but he’s also, we also use him as an internal manager. Two that doesn’t make sense. We use him to monitor what the students facebook pages, because students might say all kinds of things about the organization. And once in a while, there might be something that gets said or posted that is not reflective of what we are, who we are, and then i can always count on brandon to send me an email saying saw this on the kids site and i’ll i’ll contact the kid and say, we need to have a conversation about this post and that’s, so so we kind of do it both ways, we manage it internally, a cz well, as externally, so i don’t know if that answers your question completely, but i’m i’m not in every box of the orc char, but when it comes to communication, i’ve got my finger on that pretty, pretty tightly. Julia hyre maybe how can i be a larger organization, but not huge? But, you know, just a five person organization, i mean, how can they manage this the same way stewart is trying way stewart is doing? But on, you know, smaller scale organisation, how do you sort of manage the integrity and without it being controlling, right? That’s a great question eso when i work with clients, i make sure that if we’re going to go into a branding process that there’s a branding team that really represents all levels of the organization and its not just the marketing people or it’s, not just the executive director, i think it needs to be the executive management team, but i also think it needs to be, you know, everybody, not every staff person, but just every level represented, you know, at the organization, you know, the admin person, maybe it’s a programme, people, i think it could even be bored members, beneficiaries of your services, you know, on some level, i think that they need to be involved in that branding process, and then what happens is that the end? You know, everybody has kind of bought into this idea they’ve contributed, they’ve been heard and they become your brand ambassadors. So you’ve got internally, you’ve got people who are being consistent and engaging in conversation in the same way externally, you know, it’s it’s kind of this marriage of internally, the brand identity is matching with the brand image externally, so it’s, you know, it’s, you are who you say you are, you’re walking the walk and people people get that yeah, i’d like to add to that because julia said something that i hadn’t really considered. We were even talking in our session today. We have a very disagreeable love that we have a session idea for a new session. So we have ah, what i call a disaggregated staff of people. So, you know, we have a few full time or sorry full full time focused on admin, like myself and our operations person and are finance person book keeper, right? But we also have all the people who teach the kids and these folks have to be ambassadors for the brand as well. So when our program director hires a new person to be in charge of all the brass instructors are all the percussion instructors. And we have a team of forty people who work with these kids. So the person in charge of the brass section we call the caption head he and i are gonna have a conversation and we’re going to talk about what the goals are. Pacific crest. And the first thing that he’s going to realize is competition is not part of the goals because it’s not part of the brand. Okay, it’s, it’s. Definitely something we do. But when i talked to him or or her, anybody who’s going to be in charge of the staff, they need to understand what pacific crest is all about, what we’re trying to do and that, yes, i expect you to make helped develop the best brass program that we can have so that the kids have an amazing experience and we can represent ourselves. But there’s a larger reason for that because i want these kids to learn howto work hard. I want them to learn the coping skills, to mature, to feel responsible for themselves and to each other, those air, the outcomes, you’re exactly not not a prize at the company, right? And then and and i and i have jokingly say that every single person on the staff is part of our retention team, you know, and part of our fund-raising team like as good a job as they do of instilling that brand all the way through the organization through the death of the organization is what helps tell her tell her story. More importantly, if i’m in charge of the brass program and now i’ve been told by the director that this is what we’re looking for. Now, when i go find my trumpet instructor and my french horn instructor and my tuba instructor, i have to make sure that they also believe in that same philosophy. And so the nice part for me is once the caption had buy into it, then i’m pretty confident that the people they hyre are also going to buy into that, and so it flows all the way through the organization. Okay, yeah, essentially grand ambassadors, yes, julia and ambassadors, he’s recruiting brand ambassador, random brassieres, duitz a new head of of the percussion section or the right. Yeah, because i mean, the way i used to do it is i would go and i would meet with, you know, the executive director or the marketing director or whatever in your dork, right? Right, right. And, you know, and then we would talk and, you know, then i would, you know, go back to my studio and, you know, work my magic behind the curtain and come back and present them with their brand. And guess what? That doesn’t work at all. You know, because that it’s, you know, either like it or you don’t like it. Collaborative, right? You haven’t been part of the process, right? So it’s harder for you to become an ambassador for it. Buy to get that buy-in right. Right? I mean, have the buy-in yeah. Now, it’s just really about facilitation, making sure that everybody’s heard and, you know, getting everyone on board so that they can own the brand. When it’s, when we’ve come to the end of the process, okay, that seems like a cool place to wrap it up. Okay? I like the idea of the brand ambassadors. Thank you very much. All right. Julia. Right. Branding consultant with stone soup. Creative on stuart pompel executive director, pacific crest youth arts organization. Julian stuart. Thank you so much for sharing. Thanks for having us. Thank you. Thank you. Thank you. Tony martignetti non-profit radio coverage of sixteen ntcdinosaur non-profit technology conference san jose, california. Thanks so much for being with us. The future of email coming up first. Pursuant and crowdster you know them velocity is pursuance fund-raising management tool. This is something that was created to help the pursuant consultants internally manage. Their client campaigns, and it was so successful for the company that they rolled it out so that you can use it for your campaign. Without a consultant, you use it on your own it’s your tool to keep you on task, managing time against goal that’s critical whether you have just one person doing fund-raising or you are a team of fundraisers and you have a director of development or vice president, they’d be using the dashboard in the management tools and the fund-raising team, the individual fundraisers will be managing their activities, their priorities, their time against goal with their dashboards, the tools velocity it’s at pursuant dot com helps you raise more money crowdster peer-to-peer fund-raising what kind of events do you have coming up that you may want to crowd source? Have you’re volunteers and your networks out bringing their networks into your event, whether it is ah, gala or a five k run? Or you have an anniversary coming up, maybe it’s, even next year or something? Not too soon to be planning, especially for anniversaries. Crowdster sets you up with the tools that you need the micro sites for each of your volunteers all the social sharing tools, video capability pictures, of course, and the management administration dashboards that you need to oversee the whole campaign you talk to ceo, where else is that gonna happen? Joe ferraro, joe dot ferraro at crowdster dot com where else can you talk to the ceo? Tell him you’re from non-profit radio now tony’s, take two, i urge you to be a non-profit radio insider i hit this last week and i want to do one more time. If you want to know in advance who the guests are going to be, what the video is for the weak also includes takeaways from the previous show. Go to tony martignetti dot com the e mail icon in the upper right and you’ll get a weekly insider alert. Email from me that’s, tony’s take two live listener love got us in the love now is the time now is the time for the live list, their love so grateful to everyone who is listening live i can’t shut you out by city state country because we’re pre recorded today, but you know the love goes out. It doesn’t matter whether it’s pre recorded love or it’s live love. It’s live listener love and you are listening live you get the love how much simpler can i make it live? Listeners love thank you for being there podcast pleasantries, whatever device, whatever time schedule, whatever time shift you got us in i’m very glad you’re listening pleasantries to our pod cast audience and the affiliate affections always last, but never, ever released affiliate affections to our i am an fm station listeners throughout the country so glad you are with us. Thank you for being here. Am and fm affiliate station listeners affections to you here are, uh, sara driscoll also from ntcdinosaur on the future of email. Welcome to tony martignetti non-profit radio coverage of sixteen ntc the non-profit technology conference this is also part of ntc conversations. We’re in san jose at the convention center. My guest now is sara driscoll. Sarah is the email director and vice president at two seventy strategies. We’re gonna get to sarah in a moment talking about the future of email for the next ten years. First, i have to do our swag item for this interview and it is some locally sourced coconut thing. Crackers from crowdster crowdster non-profit radio. Sponsor actually. Crowdster and local crackers. The crowdster crackers. Thank you very much. Crowdster way had these two the swag pile for today. Okay? Sara driscoll, the future of email for the next ten years. Twenty sixteen to twenty twenty six. You’re pretty confident. You know what this is going to look like? Absolutely. Absolutely. You’re not just pretty calm. You’re absolutely confident. No qualification. Okay, um, how do we know what? Well, how do you know what’s going on what’s gonna happen in ten years? Well, i should say i don’t know exactly what’s going to happen, but what we do know is that email isn’t going anywhere. So there’s a lot of debate right now in the tech and non-profit space about, you know, is email still a resource that my organization should be investing in, you know who even check their email anymore? No one reads them everyone’s getting way too much of it all the, you know, millennials are on snapchat and twitter what’s the point of, you know, really investing my email list anymore and the truth is, email is still stronger than ever. I actually just came from another panel where email revenue was up twenty five percent in twenty fifteen the year before, so people are still reading their e mail there’s still donating it’s still one of the most powerful ways to reach people online, we just have to get smarter and more strategic about it. Okay, now maybe there is some age variability, so if your if your constituents he happens to be exclusively sixteen to twenty five year old, maybe email is not the best channel for you. Ah mei is still maybe a channel, but maybe that’s not what your priority should be that’s ah, great point and something that where we’re definitely looking at in terms of you know you not only want to just you don’t want to just rely on one tool for everyone multi-channel write. The most important thing is to look at who your supporters are, what your goals are and make sure you’re meeting your people where they are and so that’s kind of the biggest piece that we talked about yesterday i had folks from the sierra club and act blue join me to talk about their current email, listen, what they’re seeing and the number one theme was yes email still. Alive and well, but it’s no longer king, the most important thing is to make sure you’re going not just with email but really integrating it with all of your digital tools, so making sure supporters are seeing you not just on email but also on social media and just using email as one of the tools in your toolbox, not the only one and consistency across these messages, right? Absolutely we actually to seventy. Our digital ads team recently has been playing around with testing facebook ads that correspond with email. So is someone who reads an email, maybe clicks away from it, then goes on facebook and season ad with the same ask, are they more likely to then go back and don’t have that email on dh it’s across the board? We’re definitely seeing lift there. So with so much of all human so many touchpoint thes days and people having such for attention spans, the more you can get in front of them, the more you can get into their brain, the more likely they are to take the actions that you want them. Tio okay, um, a lot of lessons came out of the obama campaign four years ago now, since so center in a presidential cycle again want to refresh our recollection about how groundbreaking a lot of their work was? Absolutely yeah, and that’s something that, you know, we are three xero everything about this now is, you know, the obama campaign was four years ago email is absolutely huge then is it as huge now as it was back then? The answer is yes, you’re seeing it with hillary and bernie raising tons of tons of money on line, and and it was that same back in in twenty twelve, we raised more than half a billion dollars online over email alone, and i think to really key things came away with from that campaign one was that you should not be afraid of sending maury male ah lot of people, you know, probably complain, and when i tell them today that i was on the obama joint brovey multi and they say, oh, god, they were sending you yeah, yeah, and so they say so it was you who sent me all those e mails, but we tested it thoroughly and we saw no, really no effective sending more email, not everyone’s going to read every single one of your e mails that people who are really, really, really upset about it are might unsubscribes but they’re not the people who you want to reach anyway, they’re not going to be your your top online advocates and supporters if they’re not willing tto gett many male and and you didn’t see large rates of unsubscribes onda well, especially in terms of the people who we want to hit those online donors people. We had one group of people that we segmented out and sent maury mail every single day, so we sent them one or two additional messages. So we’re talking now for five, six emails a day those people actually gave more than the other group because again, it’s about, you know, people have so much email in their in box that you want to just make sure you’re getting in front of them. A lot of people won’t even notice how many you send, and you want to make sure that you’re hitting them with the messages that they were going to respond. Teo but i think more importantly, the reason why are our strategy of sending maury mail? Worked was because every single email felt really personal and really relevant. So, you know, this is your other take away, yeah, yeah, yeah. So we spent so much time crafting the messaging, developing really, really unique center voices that the most felt like they were coming from the president from the first lady from rufus gifford, the national finance director on dh that’s, the philosophy would take a two, seventy two is making every making email personal, so, um, it doesn’t feel like more email or too much email if the email that you’re reading is really strategically targeted to you and feels really personal and timeline relevant what’s happening in the world, it doesn’t feel like, oh, they’re just sending me another email. It’s oh, they’re sending me an email right now because they need my help to achieve this, and if we if i don’t step up and help right now, there’s going, we’re not i’m not gonna help solve this really urgent problem, and and one really clear indicator of that twenty twelve was when we sent the last email from the national finance director rufus gifford, and he said, you know, it was election day. Or the day before like, this is going to be the last time here for me on this campaign, you know, it’s been a wild ride sort of thing. Twitter actually kind of exploded and people were legitimately sad to see rufus go there like we’re going to miss burnam is your proof is i’m gonna miss seeing you in my in box every day, and that was someone who had sent them hundreds of emails, so it just shows that if you take the time to craft really personal messaging that really treats your email subscribers as human beings, they’re most of them will respond really, positively. All right, you gotta tell me what it was like to be just part of the obama campaign and specifically in the in the email team when when you were breaking ground yeah, it was breaking out like i’m a fourteen year old cause i’m so excited, what was that like? It was incredible is definitely one of the best experiences of my life. How’d you get that job? Honestly, i i actually just applied through ah, an online form. One of my friend sent me a list servant said the job. Posting was writers and editors for the obama campaign needed and weinger actually fording that to a friend and saying, ha, like you talk about dream job, i’ll never i’ll never get it, and i didn’t expect to hear back, but i did and you know, the leadership there, it shows that they really were looking for people who are committed and also just great at what they do. It wasn’t about who you knew. They were biggest one to find people from outside the normal realm of politics, and i was working in a really small non-profit at the time, and they saw me and they they liked my rank simple, and here i am today, that’s outstanding, so they didn’t. They didn’t want the the established direct mail on email consultants for inside the beltway, they truly wanted really good writers and on dh that’s something that that i talk about all the time now my current Job at 2:70 whenever i’m hiring, i always say i want great writers first, whether it’s for email, whether it’s for digital, anywhere because digital is all about storytelling and that’s how you move people to take action is by telling them a story that they were gonna feel andi want teo to respond to. And so it all comes back to the words, even in this tech age, around a tech conference, but i’m still, you know, the tools and tech is really important, too. But it will only take you as far as the words that you write twice yesterday came up in interviews that a logical appeal causes a conclusion, but an emotional appeal causes inaction on the action is volunteer, sign forward, share, give, you know, whatever that is, but it’s, the emotional appeal that it creates the action that we want. Absolutely. People are goingto take the time out of their busy days. Toh ah, volunteer, or, you know, give any their hard earned money unless they really feel, and they really believe in it. Okay, all right, so let’s, uh, all right, so let’s, dive into this now, a little more detail. The future. Mobile now we already know that email needs to be mobile responsive is that i hope they’re way past that stage or people still not providing mobile response of emails right now. We actually said that on the panel yesterday, when when we when i introduce the question the panel it was, you know, whether or not my e mail needs to be mobile optimized shouldn’t be a question anymore. It’s more you know, how can i continue innovating and continue optimizing for mobile? Something like my julia rosen for mac blues on my panel said that tamora around forty percent of all donations they processed this last year were from mobile, and they brought in. They just celebrated their billion dollar. So you think about, you know, how i consume email in digital content these days. It’s mostly it’s on the bus when i’m goingto work, you know, it’s when i’m on my couch, watching tv on and it’s almost exclusively on my phone, so on and it’s, not just about making sure it looks pretty on a phone the most important piece now and where where i think especially non-profits can continue to push is making the entire user experience really optimized and really easy, so that goes to saved payment information platforms like act blue and quick donate, making sure you’re capturing people’s information so they don’t have to pull out their credit card on the bus and type in their numbers if they’ve given before you should have it and they nowadays people can click, you know, with single click of the button, and their donation goes through the same thing with the advocacy messages and it’s things like making sure that your, you know, landing page load times are really fast on that they aren’t being slow down with too many forms or too many images. You want people able to hit your donate link on get there immediately or whatever action you want them to take because you’re gonna lose people if they have to sit there on the you know again on the bus forever waiting for your page to load and it’s the more barriers that you can remove, the more likely people are going to follow through. Should we be thinking mobile? First, designing the email for mobile first rather than as the as the add on? Absolutely jesse thomas, who? Is that crowd pack was also on our panel yesterday, and he said that he which i thought was brilliant, he now has his designers and developers do their previews on on a phone. So usually when you’re previewing a new website, you know, it’s up on a big screen, but that no one is going to be looking at it on a big monitor. So he literally has the developers pull up a phone and say, you know, here’s where we’re at in staging so they can, you know, make edits and go from there, okay, okay. Okay. Um, mobile acquisition. You have ideas about acquiring donors and or volunteers or whatever constituents, supporters? Absolutely. Eso from now until twenty twenty six? Yeah, i think it’s just going to get harder and harder. We’re noticing, you know, the quality of of names are going down more and more people want a piece of the pie and i think it’s. So it shows just how strong a male is because people are still are trying to grow their less, which they should and the traditional platforms like care too and change it order still great, but again with mohr and maura organizations rightfully looking to grow their list, we need to start figuring out how else we can get people in the door, so i don’t have the answer. I think this is one of these places that the industry really needs toe latto innovate in i i think that one area that non-profit especially can really ah, investing maura’s peer-to-peer on, but also their people are constant, asking me, how do we get you gnome or more teens for millennials onboard and just going back to like we’re talking about the emotional appeal, people are much more likely to do something if, if asked, comes from their friend or family member esso, i think the more we can get people to reach out to their own networks and bring people onto email list into the these communities on their own, those people are going to be so much more high quality to than any donor that you, you know, that you buy or any listen let’s build that you do that way, so i’m just gonna ask, is a state of acquisitions still buying or sharing lists with maybe buying from a broker or or sharing or somewhat with a similarly situated organization means that still where we are yeah, it’s definitely still worth it to investing list acquisition i always say you have to spend money to make money, but it also goes backto, you know, quality over quantity. I would never recommend an organization going out just buying swaths of names just to say they have ah, big list, you only want a big leslie, you can go to those people when you need that truly yeah, yeah, i do think one area that the industry has grown a ton lately, and i just really going to continue to is in digital advertising, so in the past used to be that you would never you wouldn’t think that you could acquire donors, you know, through facebook ads or that sort of thing and that you didn’t want to ask money over advertising, but in the last year, we’ve really seen that change, and people are really starting to respond more to direct ass over advertising and there’s so much more that we can do there, and in general, the non-profit industry really lags behind corporate marketers, so i think about, you know, my own online experience and i’m constantly being followed around by that those boots that i wanted to buy, but i didn’t, and things like that and, um, the corporate spaces so good at really targeting people with exactly what they want booty just glanced at exactly, but then they’re there and then suddenly they’re in my head and i’m like, oh, maybe i do want them, and more often than not, i buy them, which i shouldn’t. But i think that’s where the organization’s really need to go is really highly targeted, highly personalised messaging that responds tio people’s previous actions are they bun hyre kayman having been on your site for exactly, you know, it’s the most simple exactly just let people tell you the messaging that they want to receive and the type of types of actions that they’re interested in and yes, you can in that digital advertising is going is a huge, huge space for that. But, you know, not every non-profit has a butt huge budget, but you can still look at your own data and figure out okay, who are my people who seem to really like social actions or people who are on ly about advocacy petitions? And target your messaging that way. Let your own data show you the types of emails you should be sent there. Okay, so you so you have a lot of the intelligence. You just have to mind it. Yeah, you have to know what to look for, and you have to take the time, which i know, having worked in non-profits time is your biggest scarcity. So but it’s, so worth it. Really make sure you’re looking at your data and tailoring your messaging that way. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from a standup comedy, tv spots and exclusive interviews catch guests like seth gordon, craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked and they only levine from new york universities heimans center on philantech tony tweets to, he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t g n e t t i remember there’s a g before the end, he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests are there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guess directly. To sign up, visit the facebook page for tony martignetti dot com. Lively conversation. Top trends and sound advice. That’s. Tony martignetti non-profit radio. And i’m lawrence paige, no knee author off the non-profit fund-raising solution. You have ah, advice around rapid response. Yeah, i love rap response so way. Talking about after a donation or, well, after some action has been taken by that we mean no wrappers. One’s mohr is just respond to something that happens out in the world. Okay, yeah. So event that’s topical? Absolutely, yes. So on. And this is a struggle that we had in twenty twelve, and i think every aa lot my clients have and that every organization has is where you spend so much time cal injuring and planning and designing these amazing campaigns, as you should. And then, you know, something happens, and every single time i’ll tell people you want to respond to what’s actually happening in the world doesn’t matter how how much you love the campaign you had planned for may be this day. People are going to respond much more to what they’re seeing and hearing and feeling rather than what you’re, you know, the committee’s trying to crack for them from you. So and i think, there’s ways that organizations can set themselves up for success with rapid response. So first, is this having a process for it? So, you know anyone who works in email knows that you can spend a lot. You get bogged down approvals processes and getting emails actually set up and out the door. Make sure you have a plan for if something happens that you need to react, tio, that you’ll be able to turn something around quickly expedited approval, absolutely put out the layers that we don’t really need you to get this out within hours. Really, we’re talking about our absolute, the quicker you want to be the first person in their in box and that’s, you know and and and also you don’t wantto on lee, send the one email, though, and then walk away and say, we did our operas, rapid response. We’re done it’s a big enough moment. Keep it going. You should, you know, make sure you’re following up with people who took the action with different actions to take and just keep the keep the drum beat up for as long as its people are paying attention to it. Okay, okay. Let’s see are their automated tools that weaken, weaken you can recommend around rapid response that that help i would say automation is actually that is is great and i think is a huge space that non-profits and grown as well. So again, corporate marketing so much of what you see, those drip campaigns, the re targeting you get is automated esso they have a lot more time tio, you know, think of the next creative thing to dio rather than just manually setting up the next email to send you know, an hour after someone visit their website, but it’s, when you’re playing with automation, it’s really important to not just set it and forget it because of moments like rapper response. So if you have ah triggered welcome siri’s set out for new people who join your list, don’t just let it go for a year and not updated with what’s actually current and relevant, same thing if you if you know that you’re going to be having automated message and going out and then something happens, you want to make sure that you’re going back in and either advising or pausing it, especially if it’s unfortunately never. Want this? But if it’s a tragedy or something out in the world, you also really don’t want to seem tone deaf. So automation is great, but and we actually talked yesterday about, you know, if we’re all going to be replaced by robots one day robots can do all of the automation take a lot of the work off your hands, but they don’t have the brains and the heart to think about. Okay, wait, what? What does a user really want to be hearing right now? Be sensitive exactly sensitive to what people are feeling? Yep, reading okay, okay, fund-raising have ideas around fund-raising lots of ideas about fund-raising i think about it way too much. I mean, this could bea, you know, you talk about fund-raising for hours, i think the interesting thing right now that people are seeing is we saw we saw this huge boost in email on online fund-raising, you know, around twenty twelve and with all of the ground that we broke their and things like quick donate all these new technologies appearing, making it easier for people to give online, so we saw a huge boost around then and now and also my clients and organizations i’ve been hearing around here are kind of seeing a plateau effect, so let’s say you’ve done all the optimization. Sze yu have the tools, but and so you probably saw some huge a huge boost in your numbers, but now you know, what do you d’oh and so and with and it’s also like the cat’s out of the bag with the male fund-raising right, like people know that it works so now everyone’s doing it and that gets back to the volume issue where how do you break through the noise? That’s? Why, i think it’s super important oh, really? Look, at first we’ll continue toe investing your list, get those new people on board, but also look at the people that you currently have and make sure that you’re you’re targeting them effectively so things like making sure that you’re sending the right ass amounts for people segmenting by previous action taker. So if someone’s dahna someone who is an offline volunteer but probably be a wonderful online fundraiser for you two and too often organizations treat they’re people in silo, so they’re volunteers are out in one area and digital isn’t really touched them? Their direct mail people are in a whole other area, then they’re online givers are also treated differently and it’s so important to look at each user individually as a whole person and making sure that you’re there recognized that there recognized for their relationship with the organization. Surveys could help. Here is really simple where we had someone on the show yesterday talking about just like five or six questions surveys? How many times do you want me to do? Do you want to hear from us? What channel do you want to hear? When should we ask you for for your your gift? If they’re assuming they’re in annual about a sustainers but, you know, so simple, like survey and listen yep, yeah, and then adhere to what they asked, absolutely so again, because there’s so much volume the more personally khun make your messaging, the more like the people are to respond. Another thing i’d say is there’s also, people often ask what the magic number of fund-raising emails is a year, but i think it’s so much more important toe to make sure that you’re developing really creative and interesting and timely campaigns, so look at your entire year and you really do have to start a year back and figure out what’s, you know, if they’re big moments that you know of that you can create fund-raising campaigns around. So, you know, giving tuesday is a great example of it that’s when it’s really blown up in recent years because it’s such end organic fund-raising opportunity that people are listening to in paying attention and they want to be a part of, and now the challenge is figure out how to create those moments your own moments, right? Because so many people are now involved in giving tuesday it’s hard tto tto break through the noise. So look at your calendar. Figure out what your giving day could be, where khun, you drum up noise around your organization and the more that you can tie it to a specific date so you can then have a deadline and a goal and ramp up your volume towards it. The more likely people are toe to pay attention, you know it’s all about crafting that urgency in a really authentic way. Okay, we’ll leave it there. Sara driscoll. Okay, great. Thanks so much. You’re loaded. With information, talk about enough for our how did you get this into ninety minutes are over long. Okay. Sara driscoll she’s, the email director and vice president at two seventy strategies and this is tony martignetti non-profit radio coverage of sixteen ntc the non-profit technology conference. Thank you so much for being with us next week. Stephen meyers with his book personalized philanthropy if you missed any part of today’s show, i press you find it on tony martignetti dot com. Where in the world else would you go? I’m starting to see some clarity about whether to continue this lucid lucidity is approaching. We’re sponsored by pursuing online tools for small and midsize non-profits data driven and technology enabled pursuant dot com and by crowdster online and mobile fund-raising software for non-profits now with apple pay crowdster dot com our creative producers claire meyerhoff sam liebowitz is the line producer gavin dollars are am and fm outreach director to show social media is by susan chavez, and our music is by scott stein be with me next week for non-profit radio big non-profit ideas for the other ninety five percent go out and be great xero what’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing so you gotta make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to dio they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist took two or three years for foundation staff to sort of dane toe add an email address card. It was like it was phone. This email thing is right and that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of offline as it were on dh and no two exchanges of brownies and visits and physical gifts. Mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i’m a big believer that’s not what you make in life. It sze, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just do it. You put money on a situation expected to hell. You put money in a situation and invested and expect it to grow and savvy advice for success from eric sacristan. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Nonprofit Radio, March 26, 2013: Discover Your Brand & Content Marketing

Big Nonprofit Ideas for the Other 95%

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Tony’s Guests:

Nadia Christina Tuma
Nadia Tuma
Nadia Tuma: Discover Your Brand

Nadia Tuma is a brand innovation strategist with clark | mcdowall. Your brand goes much deeper than logo and tagline. What’s the process to discover your brand strategy? Once you’ve found it, how do you manage it? Nadia and I will discuss.

 
 
 

Scott Koegler
Scott Koegler: Content Marketing

Scott Koegler returns. He’s our tech contributor and the editor of Nonprofit Technology News. What content should you post for consumption and where should you put it? How do you start your content marketing? Scott and I will discuss.

 
 
 
Both segments have survey questions. Please take a moment to answer three quick questions. You’ll find it below. Thank you! If you could also share it with other nonprofit professionals, I would appreciate it.
 
 
 

Create your free online surveys with SurveyMonkey , the world’s leading questionnaire tool.

Here is a link to the survey: http://tony.ma/Zpjgmr


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Metoo hyre hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent, i’m your aptly named host. I want to wish you cog, posca, so make i hope i’m saying happy easter in, i’m trying to say happy easter in hebrew and ah and happy passover in italian is born passat born peskay it’s march twenty ninth, two thousand thirteen and i very much hope that you were with me last week. I’d be disgusted to hear that you had missed irs sale in aisle four o three b evan giller, a founding member of the law firm of giller and calhoun, explained, the i r s is fifty percent off the penalty sale for four o three b retirement plans that are not in compliance. Many plans are not up to code, and this is the year to fix the problems we talked about the common mistakes and what to do and compensation clarity are regular legal contributors jean takagi and emily chan of the san francisco law group, the non-profit and exempt organizations group answer these questions how do you determine what’s reasonable compensation for executives? What happens if camp is excessive? And what’s that automatic penalty that kicks in if you don’t properly disclose benefits. We did a mock board meeting and i walked out remember i had sound effects and everything. I’m amusing myself if you refuse to be amused. I’m amusing myself last week. I want to make something clear. Last week i had said that gary vaynerchuk, gary v you may know him as had been on last week, which would’ve been two weeks ago. He was scheduled to but he had to reschedule for may. Well, have him in may and i just want to make it clear i was not drinking last week. I had recorded the show many weeks ago, back when gary was still going to keep his promise. But then he broke his promise, but he made up for it. We love we love gary. I’m just getting gary in case any of his entourage is listening. We like gary v and he’s coming this week. Discover your brand nadia touma is a brand innovation strategist with clark i mcdowell that’s not an eye there’s no period it’s clark vertical line mcdonnell that’s very dramatic clark vertical line, vertical mcdonald, your brand i’m glad not he’s laughing. She hopefully realizes that i wrote this copy. So i know it’s, not an eye. Your brand goes much deeper than logo in tagline i hope you recognize that what’s the process to discover your brand strategy. And once you’ve found it, how do you manage it? Nadia and i will discuss all that also content marketing scott koegler returns he’s, our regular tech contributor the editor of non-profit technology news what content should you post for consumption? And where should you be putting it? How do you start your content? Marketing scott and i will discuss that between the guests on tony’s take two planned giving is part of your fund-raising team that’s what’s on my block this week, i’ve got some simple ways that planned giving can support the rest of your fund-raising my pleasure now to welcome and introduce nadia christina touma she’s, a brand innovation strategist with clark mcdonnell i guess you know it’s probably supposed to articulate the vertical line. It was an ampersand you’d say clark end, but it’s not supposed to be clark vertical line mcdonnell just clark macdonald that’s where she’s an a brand strategy innovation ist her work is creating and revitalizing brands in our swiftly changing world. She’s on the faculty of the school of visual arts, s via the masters in branding program, where she teaches brand strategy. She has worked with non-profits such as slow food and why i see in the pittsburgh concert society and in college at carnegie mellon university. She had a minor in piano performance, and we’re going to talk a little about that, too. Nadia touma, welcome to the studio. Thanks for having me, tony it’s. A pleasure. Glad to see you laughing already. Very good. Um, co-branding i think there’s a lot of misconceptions about what a brand is. What? What? What is branding? Well, that is a very good question. First one out of the box. Alright. Alright. Complimentary. You could stay the whole hour. With pleasure. Ah, i often get that question. A lot of people don’t quite know what branding is. I have a lot of confusion even within my family and my closest friends there. Not sure exactly what i d’oh. I think the best way to describe branding is to define it as what? It’s not co-branding is not. Ah, brand strategy is not marketing it’s, not advertising its not a logo it’s, not pr. It is actually the foundation. And the strategy is really the backbone of all of those things that it will then effect. So, you know, a brand strategy consists of things like a mission, a vision, reasons for being the dna of what a company and its products stand for you. And then all of those marketing pr efforts are executions off that strategy. All right? And then you have to maintain your strategy once you’ve once you’ve devised it well, not only maintain that’s very important maintain, but also stay relevant and state different. So it requires connection to the world connection to your consumer. You know, the world is not stagnant, and neither should have brand be stagnant. S o you have a very solid foundation, but you have to move with the times as well. Now, how do world renowned brands like apple? You know, nike, how did they create that that aura around them? And you just say apple and people think of steve jobs, and they think of beautiful design and innovation and slightly expensive products. But how did they how did they had to create that well, that’s, really the magic question and that’s, why people like me exist which is to help companies really create that magic, but at a very fundamental level there are couple characteristics that make a brand very strong, one of which is its first of all, that it’s relevant, that it’s relevant to people’s, lives to companies, lives. Another important characteristic is that its distinctive so it has to be relevant. But it also needs to be somewhat unique um, and somewhat special in a way that the delights people there’s also another really wonderful thing that strong brands do, which is they defined categories, and they almost shift culture in a way. So if you think about really strong brands like apple, for instance, you know they’ve really changed the way we interact with the world, with music, with movies, with people, you know, and those very, very strong brands are able to almost do that and shifting culture, which is really cool. All right, so let’s, let’s, bring this to the to the small and midsize non-profit level. You talked about a lot of things in developing the brand strategy, but so let’s let’s. Try to flush this out. How do you how do you start? Toe create your strategy. What? What you want to be? Yeah, and that’s oftentimes the biggest challenges actually understanding. What is it? What is our reason for being? Why do we exist? And that’s challenging? Because a lot of times there might be differing opinions or different objectives within an organization within a midsize non-profit but but every non-profit has a mission statement almost always go to the home page it’s a simple pull down it’s right there in front. They all have a mission and you in a vision. So, isn’t that. Isn’t that the basis or there might even be some the differences of opinion? Despite that? Yeah, i know a lot of times the mission statement it could have been written by, you know, someone who founded it years ago, and it may not be as relevant or the way in which it’s interpreted might not be consistent across people who are making decisions everyday within that organization. Eso when we think about a mission statement it’s, you know, it’s sort of a first level and that needs to be agreed upon, of course, but from there there other components like understanding who were retargeting what’s our consumer, our audience, you know, what exactly do we offer, even from not just a functional standpoint, but an emotional standpoint, even if you’re just a midsize non-profit that’s all very important. S o sometimes mission statements, vision statements are written without those components in mind. And so that’s what needs to be really fleshed out internally, say, a little more about the emotion? Yeah, so you know every organization, whether you know, whether you’re lady gaga or your you know, proctor and gamble, you’re offering functional things, so you’re offering toilet paper or you’re offering entertainment and music, but you’re also offering, and i don’t think lady gaga uses ivory, so probably not right. I don’t think she uses anything anyone else used, but from an emotional standpoint, you also have to deliver something right brands need to make you feel something on dh. So even if your say, you know a local music organization that promotes local talent, there needs to be something emotional that the audience gets from using you. Otherwise you become just purely functional, and a purely functional offering is not a complete brand and we can articulate all the all this i mean, we can pull all this into ah ah, cohesive statement and understanding among all our different constituents are bored are our staff are sea level people, the people who are benefiting from our services, whether they’re students or or the homeless way? Yeah, absolutely. And what’s actually critical when you’re implementing ah, brand vision or a brand strategy is to get buy in from every level of the organization. So everyone who’s doing the accounting? Teo being a spokesperson, teo, you know, being the ceo all need to believe it’s it’s the difference i often tell my students it’s a difference between interacting with a customer service representative it zappos, who clearly believes in the brand to buying something at duane reade and interacting with the checkout person, okay? Or maybe state government, maybe that’s all right, that’s a good example of the other end of the day. Yeah, okay. We’re gonna take a break. We’re going to dive more into detail about how to develop your strategy, what that process is about. So now he has certainly stays with me. And i hope that you do too talking. Alternative radio. Twenty four hours a day. Are you confused about which died it’s, right for you? Are you tired of being tired? How about improving your energy strength and appearance? Hi, i’m ricky keck, holistic nutrition and wellness consultant. If you have answered yes to any of my questions, contact me now at n y integrated health dot com, or it’s, six for six to eight, five, eight five eight eight initiate change and transform your life. Are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication, and the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office need better leadership, customer service, sales, or maybe better writing, are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stopped by one of our public classes, or get your human resource is in touch with us. The website is improving communications, dot com, that’s, improving communications, dot com, improve your professional environment, be more effective, be happier, and make more money improving communications. That’s, the hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com buy-in durney welcome back to big non-profit ideas for the other ninety five percent got tons of live listener love china so well represented. Young jang kun ming chung ching, shanghai, shenyang, wuhan. I’ve been to wuhan and i’ve been to shanghai. Shi on is not there. I was in shi on to where she on left fans behind and she on i thought. But china chinese ni hao. Very nice to have you with us and seoul, korea and day. John korea. Very nice to have you with us on your haserot here in the u s new york, new york. Welcome, smithtown, new york. Welcome. Will smith times at long island, i think i think it’s long island welcome live listen, love tto all those live listeners and more to come. Okay, nadia touma. We’re talking about the importance of branding here. By the way, when you become a partner in your firm, i want you to tell them you want an ampersand before your name. Okay? Not the verdict. I don’t care what kind of equity they offer you a share in the corporate jet. You want not the vertical line. You want to be end too much, really? The memo percent um okay, let’s, go let’s, get into this process a little. Now all these all these constituents need to be involved. You mention from accountants to board members at sea level. Bonem what do we what do we start this this process with if we want to develop our brand well, there’s, just like they’re possibly dozens of definitions of what brand strategist do there’s also many ways in which a process khun begin. I’ll tell you my personal perspective. I truly i truly believe that partnering with whoever you’re working with is incredibly important. So getting together say, your ah brand strategy agency or you’re working on your own, getting together with that client and really sitting down and understanding what’s the issue what’s at stake what do your objectives try to understand? What’s our goal and together as a team really outline what a success look like. You know, it’s really define what those girls look like and parameters, you know, what’s what can we change what’s off limits? You know what can we not touch from there? I think it’s really important to get the perspectives of a lot of different stakeholders within that. Organization and try to understand is there are other inconsistencies among them in terms of what the mission is, what the vision is. Do they see the company going in different directions? Do they see in a different place in five years? What are the different strengths and weaknesses that various parties see? Understanding even that is an insight is to understand what’s our current situation. You know where the inconsistencies, where the commonalities and from there, we can start to create a common goal. So there’s a lot of conversation, a lot of interviewing focus groups. Is that is that it was that all part of this? Well, focus groups come a little bit later. So once you do wanna interview internally and understand what’s going on within, because the change will have to happen from within. So getting a good read on that is really the first step. Okay on, i did survey listeners before the show on dass cked in the past five years, have you given considerable thought to your brand strategy? A little more than half said yes. About close to sixty percent said yes. And then about fourteen percent said no and about a third said, i’m not sure what brand strategy means i better listen to the show, so i hope those listen, i hope you’re on. I hope they’re either in china, japan or smith down listening, all right, but no more than half have feel that they have given a lot of thought within the past five years. Well, i think in the past five years, there’s been a sea change in the perspective of brand strategy. I’ve seen it absolutely well, i think that brand i mean it’s still a nebulous term that clearly people aren’t quite sure what it means. I think that there’s been quite a shift recently in going going from financial measures on ly in terms of measuring success to trying to build in metrics that measure the quality of your brand as well. I think cmos and ceos are recognizing the importance of having a strong brand in addition to the bottom line. Now, cmo is a very common term for you, but here on the show we have drug in jail on i would hate wade. You have a female ward for for george in jail offenders cmo so that all the listeners know what you’re talking about, chief marketing officer excellent does a lot of non-profits certainly don’t have cme owes a lot of this falls right on the executive director or maybe a communications and marketing staff but might not be a chief marketing officer. All right, so we’ve gathered all this information from all the different constituents, and i think including importantly, people who are benefiting from the work that we do a zay said earlier, whether they’re students or they’re the hungry who you’re feeding the batter to your sheltering them in there, they’re certainly included, we have all this information. Now what? How do we coalesce this what we’re looking for, right? So i think that once we’ve understood what’s going on internally, we want to then turn r r face toe to the outside world and understand who are we affecting? So is that the hungry? Is that students and decide who was it really that were after? And i don’t mean after in a predatory sense, i mean, in terms of who’s, our audience, who are we trying to read? That’s actually an incredibly important part of it to really define that target audience on and i don’t just mean to finding it in terms of demographics, so you hear a lot of terms thrown around, like males eighteen to thirty four or moms with kids or the baby boomers. The reality of it is that each of those groups has shades and shades of different types of people so it’s more important to understand. Are you looking at moms with kids who are into organic food or, you know, are you looking at males eighteen to thirty four who are married and, you know, working full time or are things like that that that add texture to who you’re looking at and then it’s important to understand? Let me ask you when you’re doing that? Do you ever devise hypothetical people? Absolutely had guests? I’ve had two guests in the past. You have talked about that for in terms of marketing strategy. Yeah, about that oh, that’s. Incredibly important. So we call them creating personas on dh it’s. Really? It’s it’s wonderful to do with clients. Because i think one of the pitfalls of working all the time with inman organization is you start to see your audience as a number or, you know, a cell. In an exception, a stereotype of some complete stereotype and it’s. Amazing to see the way in which top level executives will react. Teo very well fleshed out persona and what i mean by persona is outlining the person as if they truly were a person. What do they like to do in their free time? What brands do they use in other categories? That’s incredibly important. What’s their education level. Where did they go to school? Where do they like to vacation? And you really bring that person toe life and they become someone that is relatable. And in that sense, i think you create better solutions, theun just saying, while we need to increase exp i twenty five percent and why by sixteen percent do you give those personas? Name’s? Vivian? Oh, yes. Oh, yes. And a lot of work goes into that is, well, really the name? Yeah, sure. We’re okay. All right, all right. So i made you tigress labbate because that’s interesting cause the other guests i said have made the same point sabat so we’re coalescing this invention that we’re going outside. Are we doing interviews with with these potential personas? Were trying to meet people who fit the description of these different personas absolutely, i think that the most important thing to do is to talk to your consumer, and it’s really brings it to life. You, khun do surveys. My personal preference is to go out into the world and really interact with who you’re going to be speaking with on dh that could be done in a variety of ways. So ethnography zehr quite popular, and that means don’t get into that jail again, jack in jail ethnography xero when you go into the audience is natural habitat really so to speak? So if you’re studying, you know the way in which people consume alcohol, you might be going to bars or their homes before they go out. If you’re, you know, studying perhaps skin care, you might go and observe someone shopping for skin care. So you really want teo me? Clearly, it won’t be a pure experience because you’re their jotting down notes and you know, you’re obviously observing, but you do get to see those those nuances that you might you might not get if you’re in a focus group facility. Not to say that those air not incredibly valuable because they are one of the things you get from focused group that you don’t get in other types of qualitative research is that you get social interaction, so you’re watching people react to things, and then maybe another person says something that sparks another thing, and then someone else builds on that and you start to get these incredibly rich insights from whatever stimulus you’re bringing in. Nadia touma is a brand innovation strategist with clark mcdole, which you’ll find on the web at clark with no, no, eat the end. Mcdowell, m, c d o w a l l clark macdonald, dot com what types of questions are you asking these people? Well, that all really depends. It depends on the objectives of what you’re trying to find out. So if you’re if you’re doing just straight consumer package good type research such as skin care, alcohol or you nutrition shake or something of that nature you’re trying to understand really the needs behind it. One of the things that is let’s think let’s, bring it to a non-profit sure you’ve worked with a music and arts group in the past. Yes, i suppose it is. A small arts group. What what? What are we trying to find out from their their their constituents? Eso for example, for this small arts organization that i worked with, they sponsored and showcased local classical musicians in a recital setting. And they were having an issue with their audience. There wasn’t enough of coming to these recitals. So really it’s it’s not just saying, why are people not coming to a recital? That’s sort of just scratching at the surface? What you really want to try to understand or what are those unmet needs that is, is prohibiting them from coming, right? So what are those barriers that miss making people do something else rather than come here? And i think that’s really actually across the board what you want to find out and that’s incredibly challenging because people don’t know what they don’t want. So it’s very hard for them to tell you what they’re looking for, why they chose something else, exactly, or its group or a college why they chose it. Okay, so how do you start to get to this s o that’s? Really? Where the art meets the science it’s really that’s when you have to really sit down and create a solid methodology, and what that means is you really need to thaw. I almost think about what you’re trying to get first and work your way backwards. So if i’m trying to understand, you know what is really driving? Ah, consumer, not to go to our side and go to a football game instead really try to break that down in a way that gets sort of a roundabout way to get to them. You would never ask them. Why are you going to the football game rather than the recital? You’re trying to understand it a deeper level? What is that that makes them feel fulfilled? What is it that makes them feel happy with their free time? And then you have to do a lot of the back work to fill in those gaps. This is very esoteric. It’s. We call them leaps there you really have? Tio i almost asked around the question and look at that negative space in a way, and then make those connections to understand what’s missing. Okay, so all right, so now you’ve got your internal constituents, your external constituents. You’ve made some leaps. In judgment, there must be some kind of testing of what of the leaps that you’ve made, and the the early conclusion that you’re starting to draw? Absolutely. And this is when you bring it all together. So as you said, we spoke internally. We understood what was going there. We understand what’s going on in the outside world. And then now you need to bring it together and say, okay, what makes sense here if we have x and y parameters internally and this is what success looks like? And then this is the opportunity that we’re seeing in the outside world. How do we marry the two? How do we make a solution that makes sense given constraints, opportunities, but the organization and then what we see, as you know that that really juicy white space in the outside trying to bridge this gap you are between opportunity and on reality. Exactly. Okay, and so a lot of times, what will happen is you might have you might find these incredibly lofty, wonderful opportunities out in the world. And then what ends up happening is you do have to bring them down to earth based on what’s, actually. Possible on then. So there’s a process of testing on then what? What’s the end result of all this that’s a great question. Another one? Yeah, two out of twenty five. So it can take the shape of any number of things so it might end up being just a brief, you know, a word documentary, power point dahna document or it could be something that’s a little bit more of emmanuel, but essentially, what you’re giving is a set of guidelines. So, you know, you you should recount the journey that you’ve taken with the client so they can see how do we get here? You know, what does that look like? And then once you’ve told that story, you outlined things like, ok, what is our positioning mission vision statement? What does it look like when we apply that to our pr? What does that look like when we apply that to our visual identity? How do we talk about ourselves? All of these sorts of sort of guidelines to help you talk about that strategy that you’ve created? How do we talk about ourselves in terms of actual words and maybe stories that we tell or or things like that? Yeah. I mean, it’s it’s, all those executions i talked about at the beginning of our conversation. You know, what is advertising look like? What is marketing look like? Not from a here is a an ad, but thank you. Here are here’s a type of language you should be using here. The types of colors you should be using. The tone, the personality, all of these things that affect the way someone might interpret your brand. How do you feel that, uh, musical performance overlaps with with the work that you’re doing? How does that inform your work? Well, i would say that generally speaking toe work and brand, you just have to be curious. Keep your eyes open, be interested in a lot of different things because you have to make a lot of esoteric connections all the time. So music is just one of those other things that sort of opens your eyes and ears and fingers and a very different way exactly. And share what? What it is that you love about the work that doings. Clearly, you enjoy it very much. Very passionate about it. What? What is it that moves you? About what you’re doing, you know it, it’s it’s incredibly interesting because you are studying people and you’re studying societies and how people feel about things and make decisions, you know, ultimately, companies really are creating products and services for a changing world, and that means that you have to study the world and study interactions and connection and what you love about all that it’s incredibly interesting to be a part of and does the nature of the business is you’re always working on a different type of industry and a different type of consumer. So you’re always learning, you know, deeply about a lot of different types of things, thanks very much for being a guest, not here. Thank you for having me. Pleasure. Nadia touma is a brand innovation strategist with clark mcdowell at clark mcdowell dot com right now we take a break, and when we come back tony’s take two about plant e-giving as part of your fund-raising team. And then scott koegler returns and he and i are going to talk about content marketing. Stay with me. You couldn’t do anything to getting dink dink dink dink. You’re listening to the talking alternative network. Get him! Nothing. Good. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. 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 the talking alternative network. Oppcoll hi, i’m kate piela, executive director of dance, new amsterdam. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Welcome back time for tony’s take two at roughly thirty two minutes into the hour. My block this week is planned e-giving is part of your fund-raising team i’ve got there five strategies for using planned giving to help other parts of your fund-raising there’s no reason that plan giving should be silo or blackbox. It should be supporting all your different fund-raising methods on you will fund, for instance, when you’re meeting a planned e-giving prospect, certainly you want to know ahead of time whether they participate in the annual fund and if they have been giving annually, you want to thank them and if it’s appropriate asked them for an increased gift to the annual fund if they’re not participating annually. It’s appropriate to ask why? Maybe there’s objections that you can help to overcome and and find a new annual donor that’s one that’s one way of helping the annual fund corporate support, maybe corporate sponsorship if you know in advance or you learn in the meeting, that person works for a company asking about the possibility of corporate sponsorship. Not that they would be the decision maker, but maybe they’ll make the introduction to who the decision maker is and that entree is always valuable now than being strictly a cold call to that office. So there are lots of ways that plan giving khun support other types of fund-raising i’ve got more ideas on my block. The post is called planned e-giving is part of your fund-raising team and that’s at tony martignetti dot com and that is tony’s take two for friday, the twenty ninth of march, the thirteenth show of the year. Where did march go before we bring scott on? I want to send more live listener love we’ve got guangzhou, china and nokia, finland and porta vallarta, mexico. Now, if i can figure out if we can identify those cities, how come it’s united kingdom? Why is that? We don’t even know the country and uk? Yeah, you well show you irish english, we don’t know what i’m going to say you’re you’re welsh because that’s the least likely so welcome from wales and if you’re not in wales, why is your what is your identity, your location being masked? We don’t want your street address, but certainly country would be nice, scott koegler welcome, i’m doing terrific, scott koegler we know him he’s, the editor of non-profit technology news, which you’ll find it and p tech news, dot com he’s, our regular tech contributor, and this month we’re talking about content marketing what do we mean? Marketing? Yeah, what do we mean by this? You know, i actually for a different name for that, i call it authority marketing because it’s really, you know, you’re trying to, uh, trying to put for information about things that you know about your so you’re asserting your authority and you’re letting the people that you talk to, hopefully that read, whatever it is you’re doing, i know that you are authoritative on then the short part of that is that you’re not really selling, although, you know, being an authority and something means that hopefully people will come to you when they need answers and when they need services and products, i see that that’s what we’re talking about, okay, authority marking is a little more more descriptive and and what would a, uh, what types of things would non-profit want to be demonstrating authority in? Well, you know, the short answer there is the things that the non-profit is about so the cause the methodologies they’re using again any anything that they that they know about so that’s kind of across the board for non-profits and also for-profit type organizations. But non-profits can talk about just all the things that they do. So it’s, you know, it’s putting forth your message in a non marketing kind of away. Okay, so you and i have talked in the past about surveying people to find out what their interests are. There might be value in doing that to find out what about your work or related to your work interests them? Sure, sure. You know, you always want to get feedback from your constituents. And sometimes you get feedback from from a survey. That’s that’s a very good way to go. You know that your percentage of respondents varies all over the place. You know, i’ve had i’ve had anywhere from one percent. Twenty percent response rate course, twenty percent is great. But it’s it’s tough to achieve. Yeah, has to be something very, very interesting to them. And you might heat, you know, so that maybe a second or third generation of your of your survey, you know, kind of homes in on those issues now, but you know, another way to get feedback on what’s interesting is to get feedback on as comments on articles that you post in a block and those you generally get significantly less percentage, but those are typically more insightful. They’re more direct, you know, you know that they’re interested in that particular topic because, well, they read the article on they’re responding to it. So it’s very good way to get get responses. Now you have an article at n p tech news dot com, which says that only we have a number of articles, of course, a couple you do, but this one specifically says that sixty nine percent of non-profits are not blogging. Yeah isn’t in that stunning in this age of every you know, every schoolkid has a blogger and, you know, uh, it’s tough to imagine that, you know, almost, uh, almost three quarters, certainly two thirds of non-profits are not putting out a block, so, you know, i won’t say shame on them, but shame on well and our listeners are consistent with that. One of the poll questions i ask before the show is is your non-profit blogging at least. Twice a month that’s not even very common, but i made it a low threshold twice a month and seventy one percent said no interest. Only fourteen percent said yes, the other fourteen percent they didn’t know. So this is very consistent, actually with with what your article is just within a couple of points dahna way believe that the block is a good place for all this content. How do you do get started with your block? If you’re in that sixty nine or seventy one percent is not doing it. I will say that it’s not surprising that the number is so high because even though the technology for putting together a blogger is really easy and really available and even free and i’ll talk about the specifics in just seconds, the time to do the blog’s is a very scarce commodity. You no way talk about operations and and events and all the things that have to go into a non-profit and there are a couple of things that are critical to writing a block one is the time to write the second thing is the ability to write, you know, cogent phrases and just, you know makes things that are right, things that are interesting on getting somebody to actually be consistent. So those three things are, you know, probably the killer’s toe actually producing a block on a consistent basis. So that’s one thing that’s this very difficult, overcome and that’s why a lot of organizations or maybe something not as many as we might think, actually hyre out there blogging, and they get professional writers or managers to produce content for them and manage the the website, the block, whatever it’s called and send for them, you could try soliciting content from your constituents could, whether they’re the people benefiting from your work. Or maybe if you’re a bigger organization, maybe some of your employees can contribute. I don’t have to be writing right could be video absolutely there’s all kinds of different blogging tools now one of them and we’ll just kind a segway into this. Yeah, you know what? We talked earlier about pinterest that was a couple months ago on dh pinterest, you know, i mean it’s really a blocking platform, but it is a way to put out dahna typically images or videos of of information that’s of interest to the organization and to the constituents. Another one that you well, let’s, step on pinterest, pinterest is not all that time consuming. Because you can be. You can upload your own content, but you can also be out on the web. You find something that’s interesting, relevant to your work. You you just pin it to a board using the earl. Great it’s it’s. Very quick and easy. The good thing about it is that it it keeps it can keep a consistent exposure. Uh, that if there’s a negative, i would say that it’s it really is not generally original content. It’s something that you you found and shared, right? Right. But it’s it’s bad, but it’s not really blogging, right? No. Right. But it’s jemaine to your work. And could be interesting to your constituents who are interested in the work that you do, right. And what you just said there is, you know, being interesting to constituents. That’s really the key to any of these you’re you’re content curator of of content, and you become an authority, hopefully within your within your sphere, right? I think, you know, tend to touch on that authority issue if you’re if you’re pinning some content that’s not your own, uh, that maybe, you know, kind of the reverse of becoming the authority. Okay, you’re a curator and that’s a good thing. So you’re bringing things of interest, but you haven’t really added to the authorities factor. So somebody who’s actually interested in what you pinned is just going to click on that pin and jump to the site. That weird originated, so i’d be careful of their, you know, but it is a place to get exposure. All right? Let’s, talk about the block you had. You have some suggestions about getting started with blogging? Yeah. One of them you talked about was was tumbler and tumbler is, i guess, it’s a version of interest and that it’s, highly visual. Um, but you actually can post content there. You can also curate it and post. So on it’s a free it’s, a free resource. You could just create a account you can upload pictures of your events. You can upload text about whatever it is that you’re doing. So so that’s. Ah, relatively easy way to get in. It’s, it’s, inexpensive and fur and supposes cheap on dh free i think? Yeah. Okay. And that’s t u m b l r write the word tumbler without the okay. Okay, so, yeah, i would suggest that maybe uneasy. Wait for an organisation to get in where there really isn’t any there’s. No overhead. It’s, quick and easy, todo. Now, wordpress is very popular, but that’s that’s maura, traditional type written blogged, right. Uh, correct. Right. Word press is probably the white, most rightly used blogging platform, although there are plenty of others but that that could be for you can actually do a you can set up your own wordpress block account by going tio it’s. Um, we’re press dot com, actually. And you could get the free option and start with that. And so you can set that up and you can actually just start to write articles. You can write the articles right within wordpress and just click save and it’s published so it’s very, very simple todo right there there are elaborate wordpress blog’s but you don’t have to shoot me not to start. You certainly shouldn’t start there. You start seeing i would say start with just the three one and go from there add content had pictures. If you have videos, you could do, those two do. Although the free site has restrictions on, you know how much you can actually upload and save to the site. Okay, we’re going to take a break, and when we come back, we’ll talk a little about maybe creating cem video, that’s, that’s, simple to do, because that could be compelling authority marketing. Now i’ve had to change. The name of the segment accommodates got from content marketing now already marketing that’s. Ok, i’m flexible, you flexible, dammit! All right, we could take a break. You stay with us, scott will, and i hope you do, too. Dafs you’re listening to the talking alternative network. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Buy-in 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. 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All right, scott koegler let’s, talk a little about video because video, you know, you and i have talked about this before, it doesn’t have to be high production phones that take shoot video are so common you could arm your employees or your other constituents with the phone, maybe at an event or maybe just on their own. This could be good authority, content authority, marketing, absolutely. And it’s uh, sometimes actually, most of the time, it turns out to be very current because the videos, as you just mentioned a lot of time, shot with their with their cellular cell phones with their smartphones, and we’re even just any kind of digital camera now takes video. Uh, of course, the smartphones. You, khun, take the video posted almost live on, you know, the face of people like to see themselves and people that they know so particularly had events. I saw one organization that recently kind of they turned around the old thing about putting the the, you know, the throwaway camera on the table? Yeah. And they put a card on the table that says, use your cell phone, uh, shoot a video and uploaded here, and they got i think they were just overwhelmed. They think they’ve got a couple of hundred up loads. So, you know, that’s good and bad, right? How do you use and select the ones that you wanted? But it did. It proved the point that it was a very popular option and something that people would engage with immediately. So just kind of take that idea further. What do you do with that? Um, you can either download those those videos and create a kind of a montage using your own software, or you don’t have to do that. You can actually use tools within youtube to, uh to mash up your videos on create, you know, kind of an overview doesn’t have to be ah long or complex or even, you know, two super high quality just paste a bunch of pieces together, right? You to diligently, of course, youtube has editing editing tools right now. There’s a sight that we know one listener maria simple likes because we know maria because she’s, a regular contributor and you talked about this site almost a year ago on a moto for video. Exactly an emoto is great. Um and, uh, i mean, what it does is it allows you to use both video and still images and create a you know, we’ll call it a video, and it actually is a video. Even if you have images there, uh, there’s basically photos, and it does very complex transitions. You can overlay text on it. You can overlay background music on becomes very engaging. So, you know, in a matter of probably ten minutes, you can produce one of these things. Yeah. Maria maria has been using it for a non-profit that she volunteers with, but she heard about it from you first. And like i said now, it’s been close to a year she’s using it all right? And we’re just, you know, a free tool that’s simple to use and, you know, sort of quick and dirty video that can be can be moving or informative, right, exactly an authoritative and that, again, just the good kind of go back to that word that’s really, what we’re trying to do here is to increase the believability that you’re just you’re not just somebody out there trying to raise a few bucks for, for who knows what you know, but you are actually an organization. You have a purpose, you know what you’re talking about, and it gives the people that you’re communicating with something teo grab onto teo to associate with and maybe even to, you know, get it personally and personal involvement with well, there you go, that’s that’s what this is all that we were trying to engage, we’re trying to have a connection, a dialogue so that you become affiliated with the work well aware of the work and then hopefully become affiliated with the organization, maybe as a volunteer, maybe as a donor, maybe just as a spokesperson and an advocate on the web right? Absolutely. And you know right back to the blogging section. And you mentioned, you know, get some of your constituents, your volunteers, whatever to to contribute content. If you have a relatively large organisation, you have a much better chance of getting, you know, five or ten individuals who are able to contribute something. If you could get them each to contribute something every two months, even you’d have a you have something to become consistent with. Consistency is one of those things that really counts. Okay, on dh there’s, your there’s, your sort of army of advocates and and volunteers. I mean, you may never make that. You may never meet the people, but if they’re contributing content once in a while, they’re supporting your work. Exactly. Exactly. We did have a correction for you, scott. The forward press sight is its wordpress dot or ge. Okay. Yeah. Okay. Well, i got sign up. Dot wordpress, dot com uh, so if you want to go directly to the sign up, but you’re right, wordpress dot or ge is where you go first. I am sorry. Okay? That’s okay. Okay. No, no, no. All right, but sign up. Dot wordpress dot com. But if you want to go directly toward press and learn more about it, that would be wordpress dot org’s. Okay, now you what? You’re trying to be an authority buy-in and i really messed up well, but i want to help you. It’s xero there only nine thousand dollars will do good. Only nine thousand people listening. Well, no. Nobody listens to this show. So it’s not gonna matter. It doesn’t matter what you say. Any closing thoughts you want to leave people with in their authority? Marketing? Um, i would say it’s it’s something that really people are hungry for, even though there’s plenty to read on the web. Uh, you know, the old thing, you know, you can’t publish anything. It is untrue. It’s untrue. On the web, right? Yeah, of course. But i would say just along with that, if you if you plan to go into this one of your main goals, should be to be consistent and to do it on an ongoing basis, you know, putting up one post every three months just is not really gonna do anything. It’s. Probably worse than doing nothing. Scott koegler is the editor of non-profit technology news at n p tech news. Dot com and scott remind us what your twitter ideas it’s xero scott koegler course spelling koegler is not easy. So it’s seo t k o e g l e r all right, scott, thank you very much, but with this, we’ll have you back next month. Thanks doing my pleasure. Thank you. More live listener love, new york, new york, memphis, tennessee and richardson, texas live love to all of you hope you’ll be with me next week when we’ll be talking about talk between the generations. Phyllis weiss haserot is a consultant in cross generational communication. Ines boomer boss in a general i worker gen x boss and a boomer worker how about a general i fundraiser and a boomer or boomer plus donor? We’ll talk about strategies for working across the generations we’re all over the social web you can’t make a click without sparkle adoro testa, i hope i’m saying smacking your hard head backing your smacking your head hard into tony martignetti non-profit radio that’s what i’m trying to say anyway, you can’t make a click without that. Ah four square, for instance, are you? On foursquare, if you are, then let’s connect because i’d love to see where you’re eating your breakfast in your dinners. I want to know what’s coming up before the show sign up for our weekly insider email alerts on the facebook page. There was a time when i had to say facebook, dot com forward slash tony martignetti non-profit radio that was, those are my dark days in social media. Now, i just say on the facebook page, and we all presume that you know where to find that our creative producer. Yes, we do have one is claire meyerhoff. 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