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

Big Nonprofit Ideas for the Other 95%

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Laura Ferry: 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 Good Company.

 

 

Eva Nico: GuideStar Platinum

Eva Nico, GuideStar’s lead on nonprofit strategy and evaluation, walks you through their new platinum level and how to get there. Your nonprofit probably has a GuideStar profile, and if you haven’t contributed to it, it looks bad. Whichever level you’re at, Eva will help you out.

 


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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? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dno, 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 expect it 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 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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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.

 

 

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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. 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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%

Listen live or archive:

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? 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Sam liebowitz is our line producer and assistant producer is janice taylor shows social media is barbara jean, a walton of organic social media and the remote producer of tony martignetti non-profit radio is john federico of the new rules. I hope to be with me next week. Oh, i hope you’ll be with me next week. Talking, alternative broadcasting talking alternative dot com on friday, one to two p, m eastern. I didn’t think you could do. You’re listening to the talking alternate network. Duitz get him. Nothing. Cubine hi, i’m donna and i’m done were certified mediators, and i am a family and couples licensed therapists and author of please don’t buy me ice cream. Our show new beginnings is about helping you and your family recover financially and emotionally and start the beginning of your life. We’ll answer your questions on divorce, family court, co parenting, personal development, new relationships, blending families and more dahna and i will bring you to a place of empowerment and belief that even though marriages may end, families are forever join us every monday, starting september tenth at ten am on talking alternative dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com. We look forward to serving you. You’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. Oh, this is tony martignetti aptly named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio friday’s one to two eastern on talking alternative broadcasting. Are you fed up with talking points? Rhetoric everywhere you turn left or right? Spin ideology no reality, in fact, its ideology over intellect. No more it’s time. Join me, larry shop a neo-sage tuesday nights nine to eleven easter for the isaac tower radio in the ivory tower will discuss what’s important to you society, politics, business and family. It’s provocative talk for the realist and the skeptic who want to know what’s. Really going on? What does it mean? What can be done about it? So gain special access to the ivory tower. Listen to me. Very sharp. Your neo-sage tuesday nights nine to eleven new york time go to ivory tower radio dot com for details. 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Nonprofit Radio for March 9, 2012: Conversations with Marc Ecko, Craig Newmark & Naomi Levine

Big Nonprofit Ideas for the Other 95%

Sponsored by GE Grace corporate real estate services.

Listen live or archive:

Conversations with Marc Ecko, Craig Newmark & Naomi Levine

Interviewing Marc Ecko
First, thoughts on branding–and other business lessons applicable to charities–from Marc Ecko, founder of the very consistent brand Ecko Enterprises.

 

 

 

 
Interviewing Craig Newmark
Then, Craig Newmark, the founder of Craigslist and CraigConnects has ideas about simple communications and knowing when to stop talking. I interviewed Marc and Craig at the NextGen:Charity 2011 conference.
 
 

 

 
With Naomi Levine
I close with Naomi Levine, executive director of the Heyman Center for Philanthropy and Fundraising at New York University. Last May, at a reception for my show, we talked about professionalizing fundraising and enhancing its stature; the role of trustees; government oversight; motivation for small charities; and the future of the charity community.

 



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

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

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

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Here is the link to the podcast: 082: Marc Ecko, Craig Newmark & Naomi Levine – Tony Martignetti Nonprofit Radio.

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Hello and welcome to the show it’s tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host it’s friday, march ninth, twenty twelve i certainly hope very much that you were with me last week because what you would have heard was b f d board financial dilemma. What do you do for board members who can’t read your balance sheet? The authors of the board members easier than you think guide to non-profit finances answer that andy robinson and nancy wasserman explained why understanding finances is critical so boardmember is, preserve your good work and protect themselves. We helped your board achieve financial literacy this week. I’ve got three conversations all pre recorded with marc ecko, craig newmark and naomi levine first thoughts on branding and other business lessons applicable to charities from marc ecko, founder of the very consistent brand echo enterprises, then craig mark the found of craigslist and craigconnects has ideas about simple communications and knowing when to stop talking. I interviewed mark and craig at the next-gen charity conference last year, and we closed with naomi levine, executive director of the heimans center for philanthropy and fund-raising at new york university last may, at a reception for my show, she and i talked about professionalizing fund-raising and enhancing its stature. The role of trustees, government oversight, motivation for small charities and the future of the charity community. In between. Those segments, at roughly thirty two minutes into the our tony’s, take two. Something different this week of a vintage standup comedy clip from july two thousand eleven. Of me, this show is supported by g grace corporate real estate services. And i’m very grateful for their support. Right now, we take the break. And when we return conversation with marc ecko, stay with me. You’re listening to the talking alternative network. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you to hell? Call us now at to one to seven to one eight, one eight three that’s to one to seven to one eight one eight three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Is your marriage in trouble? Are you considering divorce? Hello, i’m lawrence bloom, a family law attorney in new york and new jersey. No one is happier than the day their divorce is final. My firm can help you. We take the nasty out of the divorce process and make people happy. Police call a set to one, two, nine six four three five zero two for a free consultation. That’s lawrence h bloom, too. One, two, nine, six, four, three, five zero two. We make people happy. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com welcome back. Right now, i have a conversation prerecorded with marc ecko. Hope you enjoy this. Welcome to tony martignetti non-profit radio coverage of the next-gen charity conference were at the tribeca performing arts center in downtown new york city. With me now is marc ecko, founder of eco enterprises. Specifically, we’re gonna talk about some of his board leadership on ah, with ticket, a children’s home, sweat, equity, education and every loop he’s sort of a founder of each of those and is on the board. We’ll talk a little about that. And also his presentation today on how we make people feel at next-gen marc ecko, welcome. Thank you. Why don’t you tell us what the work it ah, tick of a children’s home is it’s ukraine? Yeah. Tick. The children’s home is in odessa, ukraine. It was kind of my first entree experience in tow. Philanthropy. I kind of say it’s like we did probably the first hostile takeover of an orphanage in ninety seven. There were no casualties. Not that i know of. And certainly not the orphans of the kids. But maybe some of the prior funders o k could be for the good. Yeah. It was in the end, it netted out really well. But that was my first kind of deep touch experience. Where got toe apply my marketing sensibility. Ah, kind of operational sensibility to things on a not-for-profits sector. Um, and i got the kind of i r r if you will, the return on investment emotionally of being able to see what the dollars were doing on the ground and the touch and feel with, like the kids that that provoked me tow want to come home and you have something that was ah, you know that i could have more of ah, instant feedback loop on ah, as getting to odessa the frequency of that it was quite hard. And i still i obviously go, you know quite frequently, but the operators really on the ground, they’re the ones that are on the day today. So i, ah, started investigate the education sector, um managed to become a boardmember of ah, big picture learning, which is an alternative high school program. Alternate high schools all around the country. Great operators of, i think, one of the best reimagined high school program in the country. And i won that i don’t think it’s enough credit for it. Ah, but that provoked me to launch sweat, equity, education and sweat equity. Education is ah, and its core design. Ah, curriculum development programme where i was taking the access that i had in in the consumer product industry and kind of making it open source to the eu space. So how do you teach kids to the open hyre versus teaching them to the test? What did that look like like, for instance, could ah, ah, young kid in high school, high school age really was our core focus of cohort. Um what? What is that? They need to know to be a footwear designer in our industry. And what are the information management tools? And how would you measure success? And, you know, not stuff that you would abstractly touch, but, you know, practically touch. So it was kind of, you know, one part reimagining vocational education and another part just kind of increasing the relevance meter on considering products on dh tying that to jobs directly to job. They’re designer, et cetera. Yeah. For where watches fission products, you know, as a consumer product guy, um, that was always the coolest parts of my learning. And then my continued learning in life is that when you idea it’s something you have that you germany an idea, the idea comes back, you know, typically in the way of package or a box. And because that idea’s a sample and the samples all wrong and problem solving to get it right, where were you wrong? And where was the, you know, on the manufacturing side? Wrong. And how do you manage that information loop? And how do you home that? What kind of efficiencies can you get it learned from that so kind of, like, really demystifying my industry? Ah, inside of a curriculum product. So let’s, talk about some of your your board service because you want to tie your work to the to the audience and maybe their relationship with board members. Um what? What do you see? The shortcomings that you have become aware of in the in the way that the the executive director’s or, you know, administrators of the of the non-profits you’re on in the way they relate to our use, their board members. What advice do you have around that? Well, i think today you know, i think the next generation of charity is is ah, is to not think of yourself like a charity. You know, my great experience around sweat equity education was moving from who was, you know, an organization that was run by an executive director kind of classic form e d um, slightly academic. Ah, really good person. Ah, really, really, really good person. But the orientation was an operational. The orientation was muchmore kind of entrenched in the kind of the kind of seeing the world this flat from an operational point let’s talk about let’s talk about having developing this operational perspective. Just have a few minutes that that partly that part laid into me reset, restructuring the organization so that we had a c o o and we’ve reconfigured the organization to get someone out of business to kind of come in. And ah ah, operationalize and bill deficiencies in the organization was a big that’s, a big learning experience for me and one that i think has been ah, very fruit phone is informed. Ah, you know, other boards that i sit on in the non-profits check on dh. How have donors reacted to that at the organising some donors it’s interesting, you know, i’m someone i’m completely self made, so i take every dollar that i spend very seriously. Ah, i don’t have build gates money, but i certainly i think, for the percentage of my net worth and how much i’ve given up from work-life pay over the last decade has been it’s ah it’s been significant, so i take my spends very seriously, and i think there’s some donors to the orientation might be on the foundation side where they’re not necessarily personally stroking the check i mean personally, but rather from a foundation. So they’re an executive at a foundation or from high net worth individuals who, you know, it’s it’s kind of like a loss leader for them. So some folks have ah, don’t like that kind of business orientation, they get threatened by it. They kind of are nostalgic for a certain structure and modeling, which was that that model is coming out of date exactly. And so those are not donors that are relevant to my efforts. Yeah. Ah, and i try to get with like minded folks folks that want to try to ah, build efficiencies and ah! And build ah, you know, i don’t want to say the b word because it sounds maybe a little bit ah, and pathetic a latto being in the philanthropic space, but building the business of charity. Yeah, okay, now. And it takes a certain kind of rigor that we could extrapolated from operating business is to make them run more efficiently if they’re going to be small, medium size. We have just about a minute or so left before i know, i know you have to go and but while you were on stage, you made a point of talking about how how we make people feel. Yeah, and i was thinking of does i was listening to you. I was listening, i was think about donors how we make donors feel about they’re they’re giving, but can you share what, some what you shared on stage? Yeah, you know, i just i i’m a big believer that’s not what you make in life. It’s, it’s. You know, tell you make people feel i think, when when you die that’s what people? Remember, you know, it’s the that’s, the magic and building kind of real authentic connections between peoples i think putting an emphasis on the touch in the field and the and the and the kind of emotional stickiness because that’s what drives and motivates people to kind of want to show up the next day and the next day, you know, ah, brand is really nothing but ah, a fancy way of kind of saying, ah, you know, i’m going to build the the easiest solution to get people to understand my values if they are those folks are my consumers or people that work for me or people that don’t know me, like, within an instance, you know, it’s kind of a little bit like in this maybe a little bit, maybe egomaniacal, but a little bit like believing that you are building a religion and ah, you know, when you think about what steve jobs or walt disney did in terms of the religion of their brands, it’s very easy to become indoctrinated so like a fair manager, and if they operate in the name of apple on the ground, you don’t need jobs in the room to kind of channel that energy and that’s what great brands do good, they kind of informal culture oh! And they inform culture of leadership, clarity of message concensus. Ah, and ah, you know that that in order to build those often in the non-profits back sector, the ones that do get over that hump, they manage to do that are the ones typically have a much larger scale. It’s very hard to do that without kind of the powder to take it, you know, to scale. So, for instance, let’s say a united way is a very effective, you know, um, you know, uh, organization terms of building its brand saved the children. Okay? Ah, well known, but even a smaller organization, i could still have this kind of effective leadership. And, uh oh, there’s, no doubt sharing of culture. And now you there’s no doubt, there’s no doubt, i think it’s but, you know, it’s kind of just pierced its appear like it’s a numbers game, right? Like, the more it’s, hard to scale, a brand that no one knows, like, you know, kleenex, right? But you don’t know, like, you know me nick’s, right? Like, if i said, oh, i used me next you’d be like what? You don’t mean so there’s ah, you know ah. What? I think it could be said for that and i think an an an anecdote for folks in the non-profit space. They need to go around and find other like minded organizations and, you know, should i see this all the time you just came from aa? You know, big summit and ah, get out the vote groups like all around the country and from the rock, the vote, folks toa much smaller kind of local regionalized groups that are more maybe focus around a demographic or a region of the country. But you know anything that they could share and create a kind of an umbrella around to kind of create that scale. Right? I often say to two non-profits to check their charities at the door, check their brand rather at the door. And one of the great ways for them to grow is to find like minded organizations that are willing to kind of operate under the same name. Ah ah ah, if you find, you know it’s kind of odd to me that, you know, i just came from a two day summit where i met someone on the west coast that’s trying to do is get out the vote, play with a digital platform and then someone on the east coast trying to do it to get out the vote play with a digital platform it’s kind of like, aren’t you? Isn’t there some burr dunaj run done and sees here? So even if you like used, we could probably take make-a-wish you guys operate on the same basic digital, like the digital tools, and you guys could re label like white, label them or or be powered by your brand? But how do you build those efficiencies when you’re operating in-kind of small silos and very fragmented co-branded helps give cover and, you know, often the you know, there’s, there is strength in numbers and strength in that kind of alignment of missions, so ah, i feel like that’s. What? Ah ah lot of its one of the achilles heels of the of the non for-profit sector marketa, whose founder echo enterprises. He has just a short time. So we have to wrap. This is tony martignetti non-profit radio coverage of the next-gen charity conference. Coming to you from tribeca performing arts center, lower manhattan. Mark. Thank you very much. My pleasure. Thank you, thanks for saving. Thanks. They didn’t think the tubing getting demanding things. You’re listening to the talking, alternate network, waiting to get me to thinking. Cubine are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam lebowitz, 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. Hi, this is psychic medium. Betsy cohen, host of the show. The power of intuition. Join me at talking alternative dot com mondays at eleven a. M call in for a free psychic readings. Learn how to tune into your intuition, to feel better and to create your optimum life. I’m here to guide you and to assist you in creating life that you deserve. Listen every monday at eleven a, m on talking alternative dot com. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed hi and montgomery taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com talking alternative radio twenty four hours a day. No. Welcome back to big non-profit ideas for the other ninety five percent right now, i have my interview with craig newmark, the founder of craigslist and craigconnects from also neck from nextgencharity conference last year hears that. Welcome to tony martignetti non-profit radio coverage of the next-gen charity conference two thousand eleven at the tribeca performing arts center in downtown manhattan, and joining me now is craig newmark. Craig is the founder of craigslist and craigconnects greg, thank you for taking time today. Hey, i’m glad to be here. It’s a pleasure to have you craigconnects is ah fairly new venture but you and i talked about it on the show maybe six months or so ago. How has it been evolving? It’s been working out pretty well on a personal basis. It’s help me focus what i want to do in the sense of what causes i should be supporting what group size should be supporting in support of those causes, that kind of thing. It’s helping me better understand how tow really do an exceptional job of supporting some specific non-profits also finding ways for non-profits tto help themselves with the eventual aim of getting very large numbers. Of people connected to social media. All right. And so what have you been learning from the personal perspective in terms of how you should be or how craigconnects should be supporting non-profits well, there’s a bunch of small lessons, okay, one of the one of the most difficult is haven’t finding ways quiet ways to get people in the same space non-profits in the same space to actually talk with and work with each other collapse been a tough one. I’ve also ah realized in a deep way how difficult it is often for small, effective non-profits to be really bad getting the word out about themselves, since often they don’t know how to deliver a good, tight elevator pitch and that’s a bit of a computer industry cliche. Nevertheless, they need to be able to talk about themselves and real quick and tight. So how is craigconnects helping with the collaboration and also helping non-profits deliver their own message? Well, in those specific examples, it’s mostly me speaking directly across people in different groups in terms of what they’re doing, i’ve devoted most of that energy to groups which support military families and veterans um, but very recently and i really mean, last couple days i’ve been starting to devote that now intensely two groups who believe in the future of journalism and that one way to restore trust to news media is to start checking the facts again. S o u mean investigative journalism investigative journalist plays a role, but the idea is that often a politician, for example, will make a statement to a reporter. The reporter will know that he’s being lied to and the reporter should have within relatively easy reach. Someone is check the facts, and it can then challenge the politician is needed um, and in terms of ah non-profits supporting themselves are really helping themselves to convey their own message. Doesn’t that still have to be an elevator pitch, but conveying, ah, cohesive mathos message? What is your advice there? Where you see shortcomings? Well, basically, the idea is that a speaker on behalf of a non-profit or pretty much any organization just has to clearly identify what they’re doing and just try to get it out there in about forty five seconds and then keep repeating until they can do that if they don’t know how to, they need to. Ask someone for help in terms of that craigslist foundation, in fact, does teach that and it’s a boot camp, but that’s only available maybe once or more year. The idea is it’s a matter of applied common sense if you’re doing something and if you’re good at it, you just have to be able to boil it down and to articulate the gist of it really fast. And then no one to stop talking. Yeah, okay, that i was gonna ask you something else. But now that you just said, you know, when to stop talking overselling can be a problem. Yes, it’s quite possible that i’ve just spoken with some folks who had a difficulty knowing when to stop difficulty. No england tio? No, when they were over selling something. Okay. And so how do we, uh, do you have any advice about knowing when to stop or should we be practicing this in front of others? How do we stop? People? I’d say practice in front of people who will be slightly unkind. You okay? Because you need friends who are good enough friends to let you know what you may not want to hear. Yeah, don’t. We learn a lot when we’re challenged when, when we’re told, you know, that’s not quite right sometimes the only way you learn is from people who like you enough, teo tell you, when you’ve gone a little too far, that applies, not lucas speaking, but in my case, my sense of humor. Okay, i won’t ask you to try it out, but but no, but it’s it’s absolutely true, we do learn when we’re when we’re challenged on dh challenge in a good way. Yeah, no so craigconnects is focused mostly on aid for military families you mentioned there. There are other categories of not sure all right craigconnects is working more than one, any one particular area with military families and veterans, but there’s also areas like water and sanitation, micro finance, peace in the mideast. One big area just beginning to be explored is ah helping out those groups which measure the effectiveness of non-profits because there’s a lot of non-profits who do a lot of good but there’s also a substantial number of non-profits hoo ah, tell a good story, but never really get anything done. No outcomes. Another area is this whole idea of restoring trust to the news to news media by restoring fact checking i mean, i’m not in that business and i’m not going to tell him how to do their job, but i want news i can trust again. One area unannounced on the site is voter protection. There are people actively seeking to disenfranchise various groups, young old latinos and other minorities. We’re in america and the effort to to disenfranchise people needs to be stopped. You mentioned the sights or the organizations that evaluate charities or rate charities that’s the guide star helping groups like guidestar, charity navigator is that is that the population that’s exactly right? Guidestar in charity navigator have been around a long time. They’re good at looking at financial effectiveness. They’re moving towards measures of accountability, transparency and then eventually measuring just how good a charity is that serving his client population. I’ve had ken burger on the show ceo charity navigator, and we’ve talked about jerry navigator two point oh, and then what’s coming in three point of the outcomes assessment that’s the deal now for the here and now there’s something called great non-profits stud organ that’s user reviews for non-profits kind of like what yelp does that’s a hero now, and i really do encourage people to look at it and then to write in their own little reviews of non-profits they know something about for charity’s listening if they would like tio if they feel they fall within the missions that craigconnects is working with, how do they go about getting getting the your attention? Well, if you go to craigconnects that or ge there’s a connect link and that’s how to submit something, we need a little bit of a break because we’ve been successful enough to get to be overwhelmed with requests, okay? And let me just ah, closing moment ask you generally what? What what are you planning to share this afternoon with the with the next-gen audience? Basically common sense stuff? They’ve asked me to talk about things i’ve learned doing craigslist in craigconnects that maid apply to people in general, like the craigslist business model ultimately is doing well by doing good in meant that when making it a new company, i decided to step away from a very large amounts of money, not altruistic. Itjust means following through his stuff i already believed in and another founding principle. I think craig was just simplicity, just a little about that. Well, yeah, insights, orn presentation or anything, people don’t really need the fancy stuff, they need something which is simple and fast, all right. Craig newmark is the founder of craigslist and craigconnects craig you very much for being a guest. Thanks, mom. My pleasure, then mar. Pleasure having you. This is tony martignetti non-profit radio coverage of the next-gen two thousand eleven conference at tribeca performing arts center in new york city. I want to thank craig, mark very much for sitting for an interview and also market go. Right now, we take a break when we returned tony’s, take to a clip from my standup vintage clip from my stand up stay with me. You’re listening to the talking alternative network. Are you feeling overwhelmed in the current chaos of our changing times? A deeper understanding of authentic astrology can uncover solutions in every area of life. After all, metaphysics is just quantum physics, politically expressed hi and montgomery taylor and i offer lectures, seminars and private consultations. For more information, contact me at monte m o nt y at r l j media. Dot com 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. 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 dafs welcome back, it’s. Time for tony’s, take two. I’ve been doing stand up comedy since july two thousand eleven. Here is a vintage clip from july two thousand eleven. I did this set at gotham comedy club in new york city. Here it is, durney. When i was in seventh green, i had a terrific krauz lisa magic and i chose the moment to ask her to go steady. To be our seventh grade dance. I can still smell that high gloss varnish on the gymnasium floor. I was there in my powder blue leisure suit. The contrast ing thread on the lapel. I saved my last dance released. Lisa saved her last dance for albert moran. The pain of watching that spectacle when they parted buy-in walked up to lisa. I got close to her mind, hands were sweating, my chest pounding. I got so close, i put my hands on her shoulders in the middle of the dance floor, and i asked, monisha would you go steady? With all her seventh grade charm and sweetness, she said, you are standing on my dress. Years later, albert and lisa, man. Then, sadly, they separated and divorced. Dahna attorney. And i handled that divorce. Handup lisa has been paying the press waiting that is tony’s take two for friday, march ninth, two thousand twelve, the tenth show of two thousand twelve. There is more of that exact that clip mohr that set, i should say on my blogged at tony martignetti dot com right now i have my interview with naomi levin she’s, the executive director of the heimans center for philanthropy and fund-raising at new york university from last may at a reception that i hosted for my show here is that interview. Naomi levine is the executive director of the george h heimans junior center for philanthropy and fund-raising at new york university. For twenty two years, she was in use, senior vice president for external affairs and helped raise over two and a half billion dollars for the university. She is a graduate of columbia law school. She was previously the national executive director of the american jewish congress. Now she is special advisor to the president of venue, and she chairs the board of the edgar bronfman center for jewish student life and the tab center for israel studies. Please join me in welcoming mrs naomi levine. Mrs levine, what do you see as the non-profit role for our society? Let me put this in a kind of perspective that i always used. I don’t think that most people in our society recognized the importance of the non-profit world in our civil society, if you close your eyes for one minute and look at the skyline of new york city, do you hear me? Yeah, you will see that if you took away lincoln center, the hospitals and why you, fordham, columbia and all of the other universities, medical centers, cultural centers, theatres, dance a group, you will see that this would be a very different society, and most people really don’t think about that when they think of the way we all run. They think a government, they think of the corporate sector, and they don’t think of the non-profits but why is that? That that means non-profits are not fulfilling their work in spreading their the message of their good works? I mean, do you think the blame falls on the non-profits for people not being aware, i think i would suspect so let me lead into that as we progress in our conversation because the truth is, i’m not really sure i know that most people don’t realize it and what they don’t realise moore is not one of those organizations could exist without fund-raising they require financial support, and yet do you know a shingle mother who will say to their child, you know, dear, when you grow up, i want you to be a fundraiser. Nobody says that my own mother, my own mother in the last years of her life, when she was living at a place called cat a house in the bronx, i would come to visit her and she’d say to me now remember, when we go down for lunk, if someone asks you what you do for a living, tell them you’re a lawyer, not a fundraiser. She was embarrassed at her law review daughter was raising money. People think of it as selling cookies for the girl scouts, and you ask me why it is that i must tell you i’m not sure, but one thing i am sure if you let me adjustment, just put that on the table is that unless fund-raising is viewed as a profession, a legitimate profession that has talked within? The university not with in all kinds of organizations that provide courses, but within the university, it never will be given the kind of status that it deserves. Dentistry at one point was nothing. You went to an apprentice, yet you learnt how to pull a tooth. That was the end. Lawyers like john adams of your read his book. You know, he was an apprentice in a law office. But once causes were given within universities and got to stamp a university academic approval, they became professions. And the reason i created the heimans center is that i really want to see people take cautious, learn and make this area a profession that even my mother would be proud of you so that’s, hard to go. Let me tell you and you make a very good point that i don’t know any fundraisers who it’s. For whom? It’s. The first career. You know, in my office we had a big staff and we had people who were from every discipline around. They were from journalism, from archaeology, from everything in the world. Nobody studied. And yet if you think about it, i know that i learned an enormous amount. During those twenty five years and every time i prepare for a class, i learned more, i confess to you, i never spent time with my staff talking about ethics. What did we talk about? We talked about what you go, how much money where’s the money, etcetera. Yet when i started to prepare the course on ethics and red doug white’s book on charities on trial and a few other things, i said, you know, that’s, a very important area, and i should learn about it because if you don’t know the law and you don’t know the ethical component and you don’t know board governance and fiduciary relationship, you’re going to get in trouble. That’s perfect and doug white was a guest on my show, talking about his book about ethics, but so now we’re talking about the fundraiser and fund raisers, and you’ve just made a great transition. How about the role of the trustees? What? What are they trustees heir not really fully aware of their roles, don’t you think with respect to the organization, trustees are also fund-raising is if you sit on a board because it’s a nice, prestigious thing to do and it looks good in your obituary in the times it is a wrong reason to be on a board boards have responsibility. They have the responsibility to keep their organization financially secure. That means boardmember sze have to be fundraisers also, you know, larry tisch usedto have he was the chairman of gnu during the time that i was vice president and he had a very simple and crash way. I assume of running his board. He used to say to me, look, we’re not harvey, we’re not princeton. When i put someone on the board, they not only have to be dedicated, decent people committed toe hyre read, but they have tai run my board by the three g’s that people have to give money, they’re not a big amount, but give something to show their commitment to. They have to help get money, and if they can’t do that, they should get off the board because boards have responsibilities. And when you talk about a boardmember they have to be, they have to understand their responsibilities, fiduciary, legal, come to meeting, to read and order to report. Read a budget report there are a whole list of things if this was a class that i could list for you that boards have to do so. The relationship between the fundraiser and a boardmember is really a very close one. What was number three? You said he had three, three, three requirements, money get money there, you get off the moca or get off the board. That was number three, not in a harsh way. I’m not suggesting you tell your boards that i’m telling you you have to try to persuade them to give and then had people onto your board that will shut an example. I never suggested it toe fund-raising they come in and get rid of their boardmember you’ll be in trouble. On the other hand, you have tohave board training on the sarbanes. Actually, the corporation board have been instructed to do that to a close are instructed to give board training, training aboard and what their responsibilities are. Doug and i and and ruth ellen reuben is here. We go around to different boards were invited to talk to them about their obligations under the law federal law state law i venture to say if i went around this room today and most of your fundraisers air sit on board, you would not know a ll the laws that are involved in fund-raising state and federal. I learned that on lee when i started to teach i did not know that when i was raising money. Don’t you think that the trend also is that this is only gonna get worse at the booth state and federal level? That oversight from those levels of government is going to just increase among among non-profits i don’t like the fact that you used the word worse in my book, i would say that’s better, more, more. I know you advocate for even greater oversight. I know you do far more oversight and far more regulation. It is an area that everybody thinks so. We don’t have to regulate the non-cash offiicial very good people. The red crossed of good things university how dare we suggest that they be regulated more. Let me tell you that there is a cz much mismanagement, excessive salaries, all kinds of conflict of interest area occur in the nonprofit world that a car in a profit within the nonprofit sector fights your advocacy of deeper oversight. The non-profit schecter buy-in it’s. Not eager tohave. More regulation. I will confess to you on my staff and friends know this for seven years i have gone up to albany fighting for one lousy bill. One bill that would say that if you’re hired as a professional fundraiser, you should take one course in the a clutch of your entire career in law, ethics and board governance. I think you should do that. And every year it gets through the senate and assembly up in albany and then the non-profits come up and they argue against it in their mind. It’s a slippery slope. You’re going to start regulating your going to stock with more rules. We don’t want that. And the governors who don’t want to start up with such good organizations as the heart association of the red cross, they vito and it drives me insane. Ken berger is going to be a guest on my show in in july. I think. It’s the july first show, the executive director of charity navigator what do you see is the role of charity navigator and similar rankings ratings of charities. Well, i think that anything that helps a donor get on understanding of an organisation is a good thing i’m not in a position to discuss the details of those organization, but i know if their organizations around that help it donor-centric stay and more about the organization in my book that’s fine, more disclosure, more honesty, more open dealings, more accountability, all those words and now on the table when i started in fund-raising i’m a very old person, i’m eighty eight years, so i have lived through different parts and different segments off fund-raising the fund-raising world, and in the beginning, you never heard such words. I never heard such words, but now you hear it more amore schnoll organizations like that play a role onda, of course, it’s controversial because the role that they play helps define what people decide to look at. And of course, donors now are more interested in looking at outcomes, and that becomes very difficult latto measure donors are also interested in, um, percentage of budget that goes to program versus administration, but for some charities, it could be very legitimate toe have a very high percentage going to administration because they’re doing things in, but if they’re going abroad and doing things on the ground in, you know, in other continents, i have always been very conservative. I believe that when a person gives money, not more than thirty five percent maximum should go for overhead and a russian gulf of the program. Now there may be exceptions, and you may be right, but by and large, i think that people should feel comfortable in knowing that the book of their money goes to the project that they want to support. Now there are exceptions, and i think that when you sit down with the donor, like we used to have to sit down with someone who gave us two million dollars for a chair, we had to explain that some of that would go for the over head of that school. You’ll have to be able to explain it, but we never never spent more than thirty five cents of thirty five percent that was maximum mr tisch required even less on, you’ll have to be very open and honest about that talking alternative radio twenty four hours a day. Hi, i’m carol ward from the body mind wellness program. Listen to my show for ideas and information to help you live a healthier life in body, mind and spirit. You hear from terrific guests who are experts in the areas of health, wellness and creativity. So join me every thursday at eleven a, m eastern standard time on talking alternative dot com professionals serving community. This is tony martignetti aptly named host of tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent technology fund-raising compliance, social media, small and medium non-profits have needs in all these areas. My guests are expert in all these areas and mohr. Tony martignetti non-profit radio fridays one to two eastern on talking alternative broadcasting are you concerned about the future of your business for career? Would you like it all to just be better? Well, the way to do that is to better communication, and the best way to do that is training from the team at improving communications. This is larry sharp, host of the ivory tower radio program and director at improving communications. Does your office needs better leadership, customer service sales or maybe better writing are speaking skills? Could they be better at dealing with confrontation conflicts, touchy subjects all are covered here at improving communications. If you’re in the new york city area, stop by one of our public classes or get your human resource is in touch with us. Website is improving communications, dot com that’s improving communications, dot com improve your professional environment, be more effective, be happier and make more money. Improving communications, that’s. The answer. Talking. The audience for the show is small and midsize non-profits the tagline is big non-profit ideas for the other ninety five percent, what would you like to leave small and midsize charities? With what message for small shops, elections? You’re not different because how you raise money for a big organization and how you raise your trish more fundamentally are not different when we teach courses in our heimans center we, my approach is at the principles of generic, and they involve developing relationships if you know your fund-raising you know that last year, out of the three hundred three billion dollars, it was raised about eighty three percent when you include request come from individuals and individuals will give to small groups, and i’ll give to big groups, so the rules on how you raise that money, the art of the ass is the same. In a little group, you use the same technique to get twenty five dollars, as you will use to get a million dollars, it is developing a relationship, knowing howto ask knowing how to devise your mission statement, knowing the process and the rules and fund-raising knowing what you’re bored should do and that should be and knowing the ethical issues, whether you’re dealing with a little group or a big road, which harder with a little good bye don’t knock it you also perhaps will you social medium or with a little girl? I’m not sure i’m no expert on social media we brought on to our staff of the heimans center last year, marcia vanik she’s, an expert, and she has tried to persuade me that things like facebook and twitter and all that stuff have some value. I am totally illiterate there, but i respect the fact that the coming generations will use it more, particularly the small organizations, and i tell the small organizations, don’t ignore your financial status. Be sure if you can’t afford an audit, at least have very strict rules and how your money is handled. Doug white’s book has a whole list of cases in which organizations big and small got into terrible trouble because they weren’t careful and how they handle their finances. And that is true in little groups as well as big rooms, and that doug white book is charity on trial and that but that goes back to the trustees relationship and trustees obligations even for us, even for a small shop there’s a board and maybe a board of only three or four people, but they have the obligation to be aware of the things that you’re talking about under the law. Whether you’re a big organization are a little charities bureau, which is the hand of the attorney general in the state of new york will look atyou and look atyou carefully and don’t make mistake. I’m not here selling doug’s book i couldn’t give any i’m not interested in that. The only reason i pointed out is that it has in it the cases that are very important for you to understand, and you have to know all the people that got in trouble. Let me give you one example, the american red cross during the nine eleven tragedy, they got in a lot of money, and they used a whole bunch of it for the purpose that nine eleven required that a little bit of money he left over the director of the red cross, one of the most terrific people in the field used that money for the blood drive. She didn’t put it in her pocket. She was fired. Why was she fired? Because the law says if i take money from you for a and i use it for b you’re wrong. I have to use that money for a unless i write to you and i say to you, do you mind if i use it, etcetera? So they’re a little things like that that if you were a fundraiser in this room or a boardmember you have to be very sensitive to whether you’re a little gay root for a big room. We have just a minute or two left. What is it that concerns you most about the charitable sector over the next couple of years? One to two years? Where? What do you think about most what keeps you up at night? Well, i think that competition is very it’s going even increase and the government are cutting back drastically. And so on the shoulders of the non-profits we have to provide for the help that the poor need the abused women or the st joseph’s, full kitchens and all the social services that keep our society going. There’s a book that somebody called claire got eonni road that has wonderful. Chapters on how capitalism could not exist in this country on regulated capitalism without the help of the non-profits we provide the helpful the people that fall between the cracks in our society, and i worry that with the government cutting back and the competition the way it is it’s going to be hard and hard and harder also europe which never was here before, is now facing the situation where their governments are cutting back. They never had a non-profit sector, they relied entirely on government support. Every university in europe is supported by the government. Oxford cambridge is so bone, everyone now oxygen has an office in new york, cambridge has an office in new york and everyone overseas we have more people in our class is now trying tto learn fund-raising from europe, asia, china, every place that’s going to give you a great deal of competition, and so i don’t spend nights worrying about it, but i am certainly concerned about it, and i would hope you find may end that i’m too old to see the end of it, but i would like to see fund-raising fundraisers given the recognition that they deserve and huge. Haven’t you in this room have that obligation to be proud of what you’re doing to make certain that when you work in any agency, people know that without you, that agency is going to close that? This is a dignified profession, and you have to carry that flag. Naomi levine is the executive director of the george heimans center junior junior center for philanthropy and fund-raising at new york university. Thank you very much, mrs loving. Do we have time for where i think you have time for maybe just one or two is your question? Go ahead. Carol weaver, please just shout it out. I’ll repeat it. Go ahead. What do you think about in-kind fundrasing coming together to create a voting we are. Your economy, i i’m told of if we bound together issues way could be a voice in already for your force, which of course, i’m very hyre and for other things, like maybe creating a bank for non-profits you know, i think it’s the variance say, when you make a finger together, you make a fist way have concerned with go ross the industry could we not consider, and i can’t think of a better well, but there are s o the question is generally about how the non-profit sector could organize to be a more cohesive voting bloc now, but their organization like independent sector, you know, so there’s that what else would you like to sell? Well, i can say is most of those organizations are run by their executives, as most organizations are in the average member plays a very minimal role in your right. If the average member played a bigger role and then insistent, i’m sure you think then you would have more effective involvement in albany and other places, but you have the organizations around there’s, a million of them it’s just said in my book there, not doing anything, uh, along the lines. And i think that should be done, yeah, does independent sector is that one of the groups that opposes broader on government oversight, so nobody should fortuny chelation hearts of then that would be, yes, doug white does, even though you panned his book, doug white support, sir, we’re gonna have dug it up for rebuttal after this. Is there another? Is there one more question? If we have time before mrs levin leaves? All right, please join me in thanking her again. Naomi living. And my thanks to naomi levin and her team at the new york university heimans center next week, it’s feared more than death, not the dentist public speaking lori krauz public speaking and presentation skills coach will help you through the fear of your next appearance in front of an audience then scott koegler, our tech contributor, will introduce us to pinterest pinterest dot com the skyrocketing social media property what’s in it for your non-profit keep up with what’s coming up sign up for are in sad or email alerts on the facebook page, like the page you can listen live our archive for i carve listening, go to non-profit radio dot net and that’s where you’ll find our itunes paige, if you are an itunes listener, if you’re if you’re getting this podcasts and subscribing, could i plead with you to goto non-profit radio dot net and leave a review there on the itunes? Paige? I know you don’t have to go backto. Listen, i know you get the podcast automatically, but if you could, i’d be grateful for a review at non-profit radio dot net the following is a public service announcement because i have a soft spot in my heart for belmar, new jersey do you need dental care? Visit the offices of hannah pole dental care in belmar on friday, march twenty third to receive free dental services. Everyone is welcome, regardless of where you’re from, care will be offered on a first come, first served basis. For information, call seven three two six eight one two two two, five that is organized by dentistry from the heart. The show is sponsored by g grace and company. Are you worried about the rising cost of rent for your organization? Do you need a plan for real estate? You’re non-profit owns g grayson company will give you and your board a full analysis. George grace has been advising non-profits on their real estate decisions for over twenty five years. He offers listeners a complimentary thirty minute consultation. G grace dot com or eight eight eight seven four seven two two three, seven our creative producer is claire meyerhoff. Sam liebowitz is today’s line producer shows social media is by regina walton of organic social media and the remote producer of tony martignetti non-profit radio is john federico of the new rules hope you’ll be with me. Next friday, one to two p. M eastern. Here at talking alternative dot com. I didn’t think that shooting. Good ending to do. You’re listening to the talking alternate network, itching to get to thinking. Duitz duitz you could. Looking to meet mr and mrs wright but still haven’t found the one. Want to make your current relationship as filling as possible, then tuning on thursdays at one pm for love in the afternoon with morning alison as a professional matchmaker. I’ve seen it all with distinguished authors, industry coolers and experts on everything from wine to fashion. 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