Tag Archives: communications

Nonprofit Radio for February 1, 2021: Communications Trends Report

My Guest:

Kivi Leroux Miller: Communications Trends Report

Kivi Leroux Miller returns to share her 11th annual, Nonprofit Communications Trends Report, released just last week. She walks us through the impact of the pandemic, the resurgence of email, email best practices, CALM, leading a Girl Scout troop, and more. Kivi is CEO of Nonprofit Marketing Guide.



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[00:02:13.44] spk_1:
Hello and welcome to tony-martignetti non profit radio big non profit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad you’re with me. I’d be stricken with hantavirus pulmonary syndrome if you got ratted out that you missed this week’s show Communications trends report. Kimmy LaRue Miller returns to share her 11th annual non profit Communications Trends report, released just last week. We talk about the impact of the pandemic, the resurgence of email, email, best practices, leading a Girl Scout troop and a lot more tony steak, too. The people are seizing power were sponsored by turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot ceo and by dot drives. Prospect to donor. Simplified here is communications trends. Report. What a pleasure to welcome back to non profit radio Kivi LaRue Miller. She is founder and CEO of non profit Marketing Guide, helping hundreds of non profit communicators and participants in the communications director mentoring program. Each year, she called leads a Girl Scout troop and is president of the Lexington Farmers Market Association in Lexington, North Carolina. She also co founded Grow and Go Girls, a small bakery where all net profits go into a travel fund for a group of small town girls to travel. The big World non profit Marketing Guide is that non profit marketing guide dot com? Where else would you expect it from a master communicator? Where else would it be? And at N p m k t g d. I’m not sure about that one. Kivi is at V l m. Welcome back to the show,

[00:02:19.89] spk_0:
Kivi. Thank you, tony. I’m glad to be here. It’s a pleasure to have you

[00:02:23.39] spk_1:
back. You got a little screwed on your Twitter handle for non profit

[00:02:27.08] spk_0:
marketing. You know, it’s too many letters that profit marketing God is just ridiculously log. So you gotta abbreviate these things.

[00:02:43.94] spk_1:
N p m k T g d. I’ll find you on T V l m get you there. All right. Um, what about this Girl Scout troop? What’s that? Like hurting a bunch of girls through a pandemic? Uh,

[00:02:55.57] spk_0:
well, we’re just grateful that the big trip we’re working towards us in 2022. So 20 we will be going to bullies in 2022. God willing so, you know. Yeah, it’ll be a 10 day trip. They are all ninth and 10th graders that we’ve had with us since they were little itty bitty brownies and Daisy Girl Scouts. So, um, it’s great. It’s great. We started the baking business to help them earn more money because you can really only earn so much via Girl Scout cookie sales. But we’re also doing that, too. So it’s alright.

[00:03:23.97] spk_1:
So is an adjunct to the Girl Scout cookies. You’re you’re baking your own throughout. Yes, yes, that’s a short term

[00:03:30.11] spk_0:
campaign. Exactly It Z

[00:03:33.24] spk_1:
is there a brick and mortar store? Thio grow and Go girls.

[00:03:36.32] spk_0:
Well, we participated the farmer’s market six months out of the year. So they have a booth at the farmer’s market. And, uh, we did a little renovation in a building that used to be my father laws electrical shop. So they have a little kitchen out in our backyard, and they do bread and cakes and all kinds of delicious,

[00:03:53.74] spk_1:
so they don’t have to do it in their own home. You have ah,

[00:03:56.28] spk_0:
commercial. We have a state approved home kitchen. Yes, so they can stand that they can sell their stuff legally.

[00:04:05.34] spk_1:
How big is the Girl Scout troop?

[00:04:07.48] spk_0:
It is six girls.

[00:04:09.94] spk_1:
That’s outstanding. Alright, that’s a smaller troop. It’s a small,

[00:04:14.34] spk_0:
uh and you know, the girls they tend to drop out of girl scouts is they get a little older. I think the same is true with boy Scouts to, uh, the promise of international travel is what’s kept them all super engaged in girls

[00:04:26.43] spk_1:
who have Teoh. You have to bake a certain number of gross gross number of dozens or something to get to qualify for your bellies trip. No es somebody somebody brownies.

[00:04:41.04] spk_0:
They’re doing really well. There, there, you know, they’re They’re making significantly more money at the farmers market than we do for the cookie sale. I’ll just leave it at that. We’re gonna be fine. They’re gonna have a great trip. So,

[00:04:49.79] spk_1:
Lisa, what a wonderful exotic place to go.

[00:04:52.54] spk_0:
Yeah. Yeah.

[00:04:53.82] spk_1:
You need any male?

[00:04:55.45] spk_0:
Uh, schedule is very flexible. We’ll put you on the wait list. Tony.

[00:05:08.14] spk_1:
It really wouldn’t matter when you’re going. I know I could accommodate it. Very flexible schedule. Believes I would love. Yeah, Wonderful. Um and so how about the girls through the pandemic. Well, what’s what’s that like right now?

[00:05:32.24] spk_0:
It’s tough, you know? I mean, they’re all doing online schooling, so they don’t really want to get on Zoom to do Girl Scouts. So we we occasionally do things outside, whether permitting, you know, here in North Carolina, it’s not totally frozen out. It’s certainly a little too cold right now, but, um, we were doing some things outdoors with them. It’s a small enough group that we could meet outside. All

[00:05:39.16] spk_1:
right. Wonderful commitment to non profits. You got. You got a bakery. They got the farmer’s market. I love farmers markets. When I lived in New York City, I would look forward to Saturday Farmers markets.

[00:05:49.54] spk_0:
Oh, yeah? Well, New York City got some

[00:05:51.40] spk_1:
amazing one. Yeah, they do. But now here in Emerald Isle, North Carolina, I could just go to the farm stands. There is a There is a local farmers market a couple towns away, but it’s only every other week, you know? So all the farmers are together in a big lot, but But otherwise, you know, we have the luxury of farm stands. I mean, I could go to my favorite please get my apples in the winter. Get my straw. Get my strawberries. Starting in like April May uh, for my favorite You pick place. You go right to the farmers here in North

[00:06:19.19] spk_0:
Carolina. Right? We’ve got lots of lots of roadside stands and curb markets. All kinds of choices

[00:06:26.06] spk_1:
stuff so But I admire your You have a six month, six year, six months a year farmers market in Lexington too.

[00:06:33.54] spk_0:
Yeah, made October. So being a communications professional, I got roped into being on the board. Shocker. Eso now. So now the president of the board

[00:06:45.24] spk_1:
another? Well, food, food, food. Uh, the emergence of girls as leaders.

[00:06:51.94] spk_0:

[00:07:19.34] spk_1:
that’s all. Great baking. You got your food component. It’s You’re staying active. Alright, so let’s talk about the trends report. Um, coming out Well, by the time we record is just last week, it z Tomorrow, as we’re recording, congratulations on 11 annual reports. Thank you. Uh, this was presumed this was an unprecedented one. I mean, you had the we had the recession, but that’s that Z not as significant as the pandemic.

[00:07:38.74] spk_0:
Right? And so, you know, we we there are sets of questions that we ask every other year. So we stuck with some of those. But then we did shift it up a little bit and asked a number of questions. Specifically related. Thio. How people, Whether the pandemic in 2020 and I suspect given how things were going this year, we may ask some of those questions again. Next year is well, since I think we’ll be living with this through 2021 as well.

[00:07:48.84] spk_1:
Uh, certainly a good part of it. Yes. Uh, So what What’s your What’s your like number one take away from from this year’s report?

[00:08:17.24] spk_0:
Well, you know, I think, Ah, a lot of people did really well Ah, lot of nonprofits did really well in a lot of non profits did not do well, And I think there’s a There’s a pretty big stark contrast between the ones that were able to really pivot. I know that everybody hates that word now, but, uh, really pivot in to do things differently. And to do that successfully and the ones that were really just kind of stuck and paralyzed by all of the change that was thrust upon them

[00:08:32.64] spk_1:
and your you have your acronym for what characterizes those who distinguishes those who did well from those who didn’t.

[00:09:18.34] spk_0:
Yes, yes. So we the way that we talk about communications, management frameworks and and effectiveness is calm and calm stands for collaborative, agile, logical and methodical. And that is true. Pandemic or no, the organizations that really embrace those for qualities and the way they manage their communications work are always more successful than those who don’t. And you know, I was very curious to see if that would have an impact if the if that mattered or not in 2020 and in fact it mattered quite a bit. Based on our survey results, it’s time for a break

[00:09:55.74] spk_1:
turn to communications. The Wall Street Journal, The New York Times, CBS Market Watch, The Chronicle of Philanthropy You want to be in media outlets like this. Turn two has the relationships with outlets like these, so that when they’re looking for experts on charitable giving, non profit trends or philanthropy, they call turned to turn two calls you because they know you because they’re your their client. Turn hyphen two dot ceo. Now back to communications trends report. Um, I don’t suppose you consider bomb I was thinking a bomb like bold, bold, agile, logical, methodical.

[00:10:03.04] spk_0:
We’re going. We’re going with com e like bomb, too, but, you know, already wrote the column. Not busy book, tony. So late on your A little late on your assistance with the acronym there.

[00:10:13.74] spk_1:
Well, I wasn’t. My opinion wasn’t solicit. Well, that’s my opinion. Wasn’t solicited 30 seconds ago. And you got anyway, so that doesn’t hold me back. All right, we’ll stick with bomb. No, you’ve been with You’ve been with calm for years. Of course. E. I was thinking balmy. You put a y in maybe.

[00:10:28.64] spk_0:
Yes. Okay. This is you living at the beach. Be

[00:10:32.73] spk_1:
for beach. Alright. So let’s let’s define com for folks who are not part of the non profit marketing guide community. And then we’ll talk about how that how that helped folks during the pandemic. So your collaborative, agile, logical and methodical What

[00:11:18.50] spk_0:
do you mean so collaborative? When you are being collaborative us, the communication staff are working with your management team with your program ah, leaders with your fundraisers, if those are on a different team and really collaboratively developing and implementing a communications plan. In contrast, to that. We often see communication staff that are just sort of thrown in the quarter by themselves, and they only communicate with others when those people are coming to dump work on their lap. Yes, yes, it’s so. You know, we use a lot of metaphors, that non profit marketing guide. So the metaphor for this is like, Are you the drive thru fast food window where people are just coming and barking orders at you? And then you have to turn around and quickly deliver a somewhat mediocre product often, um, or are you more like a You know, a nice restaurant where people are coming in and sitting down and having conversations about what they’re going to eat, and it’s more of a collaborative, high quality product at the end.

[00:11:46.09] spk_1:
You can even bring over the Somalia if you wanna. You wanna high end wine choice

[00:12:56.54] spk_0:
right? It’s a little different than just the like barking orders and get in the back of seat out the window, so that’s collaborative. When we talk about agility, it’s really about trust. Ultimately, so do the managers of the organization. The program managers trust the communication staff, trust their ability to do a good job, trust their intentions and supporting the goals of the organization or not. And when that trust is there, the communication staff have the ability to really be responsive to what’s happening in the world. And to do that very quickly and to have their professional judgment about how to make those changes be trusted and followed through. They are the experts on a lot of the communications work. You know, a lot of executive directors come up through the program side. They don’t know anything about marketing on dso. You know, the agility really comes and building those trusting relationships and trusting the professionalism of the communications staff again. On the flip side, as you can imagine, when that trust is not in place, there is tons of second guessing what the communications staff are recommending. There is a really inability to make a fast decision. Uh, people just get really paralyzed. And I think we saw a lot of that, um, paralysis and decision making, uh, in the comments that we saw in the trends report.

[00:13:23.54] spk_1:
Okay, how about logical? Methodical?

[00:13:57.44] spk_0:
Yeah, it’s a logical is all about. Does your communications plan makes sense for what you’re trying to achieve. So when we talk about you know what is your objective? What are you really trying to accomplish with your communications? Have you thought that through, or are you just making all the things? So the people who I would say are less logical are the ones that air just doing the stuff, putting this stuff online because that’s what you dio the people who are more logical, understand what they’re actually trying to achieve through their communications and methodical is really about workflow and process. It’s kind of the boring stuff, in a way, but it’s the it’s the kind of secret sauce. It’s the things that we tend to geek out on most at non profit marketing guide. So things like Do you have an editorial calendar? Have you talked about the process by which people will create drafts and who’s gonna edit those things? And who has final say, How many times do people get to see things? Or is it just these endless review loops, you know? Is there a style guide all of these sort of process and workflow things that keep communications moving and produce high quality product relatively quickly

[00:14:37.73] spk_1:
keep things orderly.

[00:14:39.32] spk_0:
Exactly. Exactly. And so again, organizations that don’t have that in play, um, tend to be the communication staff that burn out very quickly on get very unhappy on Don’t produce good results because it’s really just kind of chaos And how stuff is produced and approved and published,

[00:15:14.64] spk_1:
Right? So what was Cem? Were some bad Some bad spots? Or maybe still are. I mean, we’re still in a pandemic. Of course. Right. Um well, uh, I was like, I want to end with Yeah, I wanna end on the upward trend. You gotta start low. What are some? And and of course, you learn from mistakes, too. I mean, this is basically asking what not to do when when your besieged by by a crisis at your non profit or worldwide, you know, what should we be avoiding? So what do we see? That’s not such That’s such good work,

[00:17:21.24] spk_0:
right? So we asked people to explain in their own words. You know what we’re what? Problems were exacerbated by the pandemic. So we were We were assuming that some of these things were kind of already in play, and then the pandemic made the worst so well, that’s how we asked the question. And so we saw a number of themes come out from those answers. One won’t be a big surprise to anybody that’s been working in our sector a long time. The having to cancel all those in person events was obviously traumatic for everyone. Whether you were successful in doing something different or not, there was a big split there. So the organizations, like I said that are not calm in particular, not agile, ended up just canceling and not really doing a lot of replacements or took a very long time to make those decisions. So staff were just constantly scrambling around and there was a lot of mixed communication and a lot of confusion. Um, so you know, that was a problem. We also saw. You know, a lot of organizations have not invested into their digital communication strategies. They have old, clunky websites. Uh, their email lists are pretty small or un engaged. And so when we really had to shift to more of those communications channels, a lot of organizations just weren’t ready for that, and, um then failed toe move quickly. Again, it goes back to that agility and be able to make fast decisions and to ramp things up quickly. And they just weren’t able to do that. We saw a lot of people complaining about additional sort of crisis. Communications associated with the pandemic piled onto the workload, but nothing being taken off the plate. So this sort of ignoring the reality that everything was changing pretending like they were going to keep doing things, Um and and just not really changing quickly.

[00:17:45.24] spk_1:
Do you know how this cuts across? Um, organization size,

[00:18:28.44] spk_0:
You know, we have found in our research. And it was true this year that the organization size by itself doesn’t make that much of a difference. Nor does the mission over the organization or where they’re located. Um, the things that really make a difference are the communications team size, which does not necessarily track with organization size. So you have some very large 10 $20 million organizations and bigger that have a single communications staff person. So those two don’t necessarily track. Okay, so it’s really across the sector. Yeah. Yeah.

[00:18:32.74] spk_1:
How could How could an organization be that big? I mean, $10 million organization with a single communications director. I mean, a person. How can that function organization with that much staff and that much activity? And there’s just one person talking to all their constituencies.

[00:19:28.34] spk_0:
Yeah. Yes, it does. It does. It does No. And you know, how are they doing that? Well, in a lot of cases, they’re not doing it very low. Um, and in other cases, you know, it’s just it comes down to how they view the role of communications. And and so if they think that, well, all of our program staff are capable of communicating, uh, then you know, they’ll just have that one person that basically tries to play traffic cop with everybody else putting stuff out. But when you know, you take a look at how those organizations were performing, it’s usually not fabulous. Um, you know, some organizations have more need for communications than others.

[00:19:33.04] spk_1:
How about one of your questions reveals level of control that you have over your workload.

[00:19:39.84] spk_0:

[00:19:40.96] spk_1:
do you What do you I guess. What have you seen over time and what we’re seeing now in this report?

[00:21:32.64] spk_0:
So that is definitely one of those indicators that we look for when I’m coaching communications directors. It’s one of the first questions I ask, because it really gives you a sense for whether, um, they could be strategic or not. If they if they feel like they have some level of control, then that tells me that they are willing to say no to requests. Or maybe not yet. Or maybe if you know, they can push back on it. Just the overwhelming number of requests that air. It’s just endemic to our sector, like the communications have always being asked to do more than they can. So whether they have the control to really be strategic about what they actually dio and what they say no to or push off is a pretty big indicator for us about whether they’re going to be successful, long term or not. And, of course, in the pandemic, we did ask people, uh, if something’s changed. So we saw more planning, more collaboration, but basically less or the same amount of a feeling of control. And I think some of that is natural, like all of us are in this pandemic. And you know, none of us have control over the pandemic. But um do you have control over your reaction to the pandemic and your response to it? And so you know, we would like to see more people saying Yes, you know, I had a role in deciding the strategy going forward. That wasn’t always the case, you know, in part again because of the I think that our over reliance on in person events and the sector is a big part of this with canceling all of those events or putting them online. That was a huge communications lift for non profits. We’ll see if you know now that people have some experience with the online events there. We’re seeing a lot of organizations that are getting better engagement now reaching out to different kinds of folks through the online events that they didn’t get to the in person. So I think it’ll be really interesting to see a year or two or three from now what that mixes between in person and online events.

[00:22:37.04] spk_1:
You know, folks have been talking for years about diversifying beyond events. Those conversations were always focused around the value of having different streams of revenue, whether it’s earned income, individual giving, corporate Azaz event sponsorship monthly sustaining etcetera. So, you know, obviously nobody anticipated they’re being a Nev ent. That would cause all events to be canceled. But it certainly does go again to the the value of diversification in in all realms, whether it tze fundraising or communications channels. Um, you know, it’s it’s risky to be to be dependent on 11 source of In this case, we’re talking about one source of revenue and it all be events. And plus we know how much time events take versus return on a lot of

[00:22:48.26] spk_0:
them. Exactly. And, you know, again, this sort of goes back to the logical. It’s like how many of these organizations were actually paying attention to just how effective those events were with that are Oh, I was. A lot of them aren’t paying attention to how much staff time is included, or they only pay attention to the event coordinator. They don’t add in all the communications time associated with marketing those events. So I do hope nonprofits will take a much closer look before they just sort of revert back to what they used to Dio.

[00:23:26.94] spk_1:
Yeah, good. Critical. Look. Right. All right. So we know that the organizations that maybe maybe thrived is overstating it but succeeded during the pandemic. Those are those are the calm

[00:23:30.59] spk_0:

[00:26:31.44] spk_1:
It’s time for tony. Take two. The people have seized power. My concern is that non profits are not exempt. Stopping the work of the U. S. Congress seizing the capital. Five people dead, maybe even more now. Ah, suicide from one by one of the officers. And just this week bringing Wall Street hedge funds to their knees so that they needed many billions of dollars of infused capital. Thio keep them going. Groups of people are organizing collective izing and seizing power, seizing it from Washington, seizing it from Wall Street. My concern is that nonprofits are not exempt a crowd. However they put themselves together, however they organize could easily see that or could easily decide that your good work isn’t so good to them. That might look like some kind of attack on your website. It could even look like an attack on a physical office. I mean, does that really seem impossible now? So these air my concerns that the non profit community we need to be planning for the possibility that these insurgency’s hit us hit our organizations. I don’t think it’s so far fetched. Folks are seizing power from institutions and nonprofits, our institutions. So I just want you to be thinking about it. Planning for it. I don’t know how overt overtly you plan. I mean, certainly in terms of disaster recovery communications, you don’t know when it’s gonna happen. In it happens. I think in an instant I just wanted folks to be conscious of it. That’s all that the non profit community isn’t, isn’t isolated and is not immune from the whims of large groups. That is tony steak, too. Now, let us return to communications trends report with Kivi LaRue. Miller, you wanna you got a story of or a case you can share of somebody. That was some organization that was exemplified. Calm

[00:26:37.49] spk_0:
calmness. Sure. So we we saw a number of people talk about, um they’re essentially their leadership team, sort of stepping up and saying yes. Now I’m ready to listen, and I’m ready to invest because their hands were really forced, right? So you know whether it may have been a little collaboration before, we did see a number of organizations really step up from the programmatic management side as well, a sort of the executive director side and say, Okay, we’re with You were ready. What do you need? And so those organizations that really gave that attention and time and resource is to their communications staff. We’re able to really make some great things happen. And we saw a number of organizations really beat their fundraising goals, beat their community engagement goals. Um, so you know, it really speaks to having that sort of full collaboration across the organization around those strategic communications goals.

[00:27:38.04] spk_1:
Talk about engagement a little more now. You mentioned twice. You’ve some organizations. So higher rates of engagement in the pandemic. What what was what were they doing that caused that?

[00:29:56.54] spk_0:
So when we talk about engagement, it’s It’s almost like everything other than fundraising, right? So a lot of people are communicating for fundraising goals, but about half of non profit communicators don’t actually consider fundraising to be a primary goal for them. What they’re usually trying to do instead is the sort of big term community engagement, so it’s trying to get it depends on the organization, but for some of them, it’s people that are actually using their programs, and service is so recruiting them and keeping those people engaged in in those service is other people. It’s more of an advocacy or education or awareness kind of engagement where they’re trying to get people to care mawr or to think differently or act differently on different issues. Um, so you know, we saw a lot of successful organizations really experimenting this year, particularly with moving events online and the ones that were really willing to try some new things, I would say moving events online. We saw a lot more people talk about video this year than we ever have. We have been, you know, preaching video as engaging online content for many years now. But, you know, it’s kind of hard, and people get nervous about being on camera on DSO. The pandemic has really again sort of taken that barrier away. And we saw a number of organizations say, You know, I could never get my program staff to do a video for me before they just always No, no, no, no, no. And now they’re you know, people are used to being on Zoom. They’re more comfortable using their own phones to video themselves. So now we’re seeing tons more program staff, cooperating with their communications departments on creating video in particular. So that’s been really nice to, um, you know, just mawr attention to the online channels in General Thio email to social media. Whereas those might have been considered sort of nice toe have sorts of things before now. Leaders we’re really seeing them is essential tools to communicate for fundraising and engagement. Instead, attention is nice.

[00:30:15.24] spk_1:
The attention is nice. Yeah, leads. Thio leads to calm leader leaders got dragged by the pandemic. Thio Thio. Execute what you’ve been saying for for years. Be calm. Let’s be calm. Email. You got a lot to say about email. Email is not dead by any means, but no, no, not only not dead, but it’s resurging. You’ve got ideas around anybody. All right, so first, let’s start with the resurgence of email. What happened?

[00:31:30.84] spk_0:
Yes, so you know, for as we said, this is the 11th year of the trends report and then the first five or so we you know, every year we would ask Okay, what is your most important communications channels? And we kept getting the same answers every year. It got kind of boring. So we stopped asking. So we haven’t really asked in five years. And the last time we asked, you know, websites were always number one and then email and social media kind of flip flop between two and three. Well, so we waited five years, we asked. Email is now number one, and I don’t think that’s just because of the pandemic. I think in part it’s because, you know, it’s still a direct way to communicate with people, unlike the website, which you sort of have to draw people to. But you have so much more control with email than you do with social media, you never know what Zuckerberg and all the rest of them are going to do with their algorithms and what changes they’re gonna make to the way. Yeah, you know. So it’s extremely frustrating for folks. Um, so, you know, it makes a lot of sense that email is now number one. But there’s some problems too now, I

[00:31:45.54] spk_1:
see. Yeah. Um Okay, well, you’re the guest. So you talk about the problems, I cease? Um, e c. Some dissonance between importance and use, but we’ll get to that talk about the problems that you see with email, please.

[00:33:29.54] spk_0:
So there are a lot of best practices associated with email, and this is true for anybody that’s using mass email, not just the nonprofit sector. So managing your email list, for example, paying attention when people stop opening, you really have to stop emailing them. Um, it goes into what’s called your sender reputation, and that effects how often your stuff shows up in the spam folder. And I don’t think nonprofits really appreciate that. There are these algorithms at work, much like there are in social media, where the inbox providers. So the Google’s and Microsoft’s of the world are deciding whether to send your email to spam or not. And, um, you know, I bet tony, if you look at your inbox, I know I see this. When I look at my inbox, I’m subscribed to a lot of different non profit newsletters, etcetera. Sometimes those things show up in my inbox and other times, same organization. It will show up in my spam folder, and I honestly never go look in my spam folder unless someone has told me I missed something or I’m trying to do some research like this. So a lot of non profit content is going to spam. How do we stop that? Well, there are a number of best practices, and unfortunately, in our surveys both this year and last year, you know, maybe 25%. Maybe a third of nonprofits are implementing those different best practices. The overwhelming majority of nonprofits are not doing it. So while email is becoming more important, the likelihood that you’re nonprofits email is going into that spam filter is going up a ZX.

[00:33:30.53] spk_1:
Well, all right. Um, personalization s. So we got to talk about the things that that are simple organizations should be doing thio over. Overcome the the algorithm, the spam filter algorithms personalizing. You mentioned personalizing subject lines. Even

[00:33:50.24] spk_0:
so, is that your name

[00:33:52.55] spk_1:
in the subject line?

[00:33:54.84] spk_0:
Sure. So that’s one way you could do it. Another way to do it is to like if it’s a fundraising email is thio put in the body of the email? What? Their last gift, waas or the last time they gave? If depending on how robust your data tracking is, you may know which programs people care about the most. And so another way to personalize email is to, you know, send them the content that they care most about. You know, we just sort of simplify it. We say, Okay, if you’re a humane society, like, who are your cat? People who’re your dog? People like you want to put the dog photos and the dog people emails and the cat photos and the other one’s

[00:34:31.12] spk_1:

[00:34:43.54] spk_0:
Exactly. So that’s kind of all related to personalization. And we do see nonprofits doing that of of all the different things we asked about. The majority of nonprofits have tried some level of personalization, so that’s a positive for

[00:34:48.48] spk_1:
sure. I see you have 59% but we’re still missing for that. We’re still missing 41%. Yes, like 40% of non profit. They’re not doing that

[00:35:00.14] spk_0:
right. All right,

[00:35:01.04] spk_1:
I’m not I’m not focusing on the negative, but, you know, pointing out everybody is not. This is That’s a pretty simple practice, like Hello, you know, first name code. You know, that’s not hard. I mean, even I do that.

[00:35:23.74] spk_0:
It’s it’s not hard, you know. The thing is, it’s like it’s it’s more than just copying and pasting email template and going right. You have to pay attention. And but

[00:35:25.05] spk_1:
there’s value in doing

[00:35:33.94] spk_0:
so. Yes, you have to test it. But it’s time consuming. Like all of these little extra things, you have to dio take time. And so if you’re super busy and dot com, you don’t have the

[00:35:43.84] spk_1:
time. You’re the one person, the one person shopping, a $10 million organization. You don’t have time for the 1st 1st name code,

[00:35:55.64] spk_0:
right? And then also, you know, to really do that, you have to have confidence in the data. So if you have a really messy old database, it could be a little scary to think about what they might be merging into that first name slot.

[00:36:01.19] spk_1:
It might be a letter, right?

[00:36:03.63] spk_0:
Yeah, I could

[00:36:05.81] spk_1:
be any name,

[00:36:06.42] spk_0:
or it could be nothing. You know, you might not even have first names in your database, so yeah, so it could be a mess.

[00:36:17.33] spk_1:
Alright, Data integrity. What else s O A. B testing is another common simple that you mentioned it. You could test subject lines. You could test just about anything the color of the, uh, color of the give now button the body of the text, the photos, the videos.

[00:36:48.83] spk_0:
Yeah, and the email service providers. Most of them are making that a little easier, but again, it’s an extra step you have to take. And then you have to sort of think about Okay, What makes sense to test? How do I keep track of all this? It sounds like you’re

[00:36:49.92] spk_1:
you’re very empathetic.

[00:36:51.77] spk_0:

[00:37:03.13] spk_1:
do for the I can see it. E c it, I hear it do. I’m sure listeners gonna hear it. So what do you do for the one person in the $10 million organization who can’t find the time or doesn’t feel she confined the time and which means she can’t? She feels she can’t. We’re not looking at it objectively. Subjectively perception. Find the time for the for the first name code. How do you meet that person where they are?

[00:38:21.42] spk_0:
Well, what we talk about is really getting riel about their workload. They’re often trying to do too much, Um, and to manage too many channels and talk about too many different things. And they don’t have the trust. They don’t have that ability to say no or not yet. So we go back to basic boundaries, you know, I mean, all of us that do any kind of coaching work ultimately end up talking about boundaries, what the people were coaching because so much of that comes back to people sort of personal control and agency and ability to say yes or no to things. And so that’s usually where I start. And then once I can help them kind of get rid of some of the noise that’s not really contributing to success or to just give them the confidence that they’re not going to get fired by saying no to something stupid within their organizations. Um, then we can talk about, you know? Okay, if we can just get two hours a week, we can implement a lot of these best practices that are going to make a huge difference. It really doesn’t take that much time. It’s just kind of getting over that hump.

[00:38:23.42] spk_1:
What about advocating for more help for these beleaguered communications directors? Do you talk about trying to make the case toe leadership absolute for adding another person who’s a professional

[00:38:36.37] spk_0:
community? Yes, absolutely. We talked about that a lot Andi and we’re seeing some of that, you know, like we do a number of different coaching programs and I’m just starting a new group. And there are a number of people in that group that are growing their team from 2 to 4 or 3 to 5, even because they were finally able to make that case.

[00:39:01.22] spk_1:
How about when it just comes down to This isn’t direct place for you. You just You just should leave E mean your coach, and you have to be

[00:39:05.85] spk_0:

[00:39:07.82] spk_1:
good for the good of right,

[00:39:10.72] spk_0:
right? It’s It’s one of the secrets of our training and coaching programs that we don’t advertise. So, yeah, just for you, tony and your listeners. But, um, you know, lots of times, we’ll get nonprofits that pay for training and coaching with us, and then I end up encouraging those people to find another job, and they do. They they you know, they realize that they’re working in an environment that is not supportive and that there are lots of other opportunities to work in an environment that is supportive, and they go find those jobs so

[00:39:44.12] spk_1:
well. Our listeners are the CEOs, so they could be on that side of it. But our listeners are also focusing communications, and they may be beleaguered. And so they need to know the the range of opportunity available to them. Of course, yeah, waiting, that’s the last. That’s the last step After you.

[00:40:01.44] spk_0:
It is, but, you know, but

[00:40:07.81] spk_1:
other less drastic methods. But But it has, uh, it’s a possibility,

[00:40:08.72] spk_0:
right? And, you know, I think we all know there are some really bad managers in our sector, just like there’s bad managers in every sector. Just because we’re trying to do good doesn’t mean that, you know, everybody is a perfect human being who’s got all kinds of training and how to be an exceptional manager. That’s just not the case.

[00:41:34.11] spk_1:
Yes, I’ve heard rumors to that effect. Yes, yeah, time for our last break. Quote. There’s nothing as simple as dot drives. Our executive team meets once per week to sit down and go through our dot drives pipelines. It’s fun to watch them have a healthy dialogue and to see them get excited about their numbers rising toward their goals. DOT drives has allowed us to take those key relationships and bring them to a deeper level and quote, that is Wendy Adams, director of donor engagement at Patrick Henry. Family Service is dot drives Prospect to donor. Simplified. You get the free demo, and for listeners, there’s a free month. You do that at the listener landing page. Tony dot Emma slash dot We’ve got but loads more time. I’m glad of that. We got, but loads more time for communications trends. Report. You got one more that I really like, uh, welcoming, welcoming and re engaging campaigns around. Email s. So if you have a lackluster list that’s not engaged on and to bring people on board the on board them to your to your organization talk about those those two potentials.

[00:41:45.81] spk_0:
Yeah, these air super easy things again like it doesn’t take. It’s not a lot of time on going. It’s a It’s a little bit of time up front, right? It’s one of these prevention kind of things, like you do the thing up front so that you don’t have to worry about the problems later. So there’s some things you could do with your list to keep the vaccination

[00:41:59.92] spk_1:
your vaccination and then you need occasional childhood boosters

[00:42:03.38] spk_0:
exactly. So Okay, so we’ll stick with your metaphor here. So you’re welcome. Syriza’s your vaccination, right? Someone gets on your list. The hard part is really done. How do you keep them on the list? So the welcome Siri’s? It’s just a quick Siri’s. We recommend three emails over the course of a week or 10 days, where you really just sort of introduce people more to the organization and how they can be involved. You really want to get them excited about this new relationship and try to build that relationship. And so there are a lot of different approaches that you could take to a welcome Siri’s. But the idea is that you’re really trying to say, Hey, we see you, We’re glad you’re here. Let’s do some amazing things together to change the world. And

[00:42:42.79] spk_1:
And don’t email providers often have. Ah, excuse me. Have Ah, a process that you you for on boarding, You know, You know, you’ve got a new you know, you’ve got a new member to your organization do list. And so within 24 hours, you want them to get this and then 36 hours and then 72 hours and there’s your like, there’s your three.

[00:44:34.99] spk_0:
You just gotta go. You just gotta go fill it in. But, you know, making the decisions about what goes on those emails is sometimes too hard a decision. So again, it goes back to whether you have collaborative support from your leadership about what should be in those emails or the authority to just decide for your organization. So filling that out, you know, really, it doesn’t take that long, so going back to your your booster idea. So let’s say people are on your email list. They’re open an email cruising along, and then they just kind of stopped. For whatever reason, who knows? Right, but haven’t opened an email from you in six months. At that point, most of those email companies both the inbox providers and the people sending your email are going to consider that person un engaged. And that again has implications for how often that email will be in the inbox versus spam. So we want to re engage, so you can also do another set of emails just to those people who haven’t opened an email recently and what you’re trying to do. There is basically to get them to open or click on the email, so you’re sending them your best content. It’s the sort of in case you missed it kind of messaging. Sometimes people will do kind of, you know, funny little. Oh, you know, Do you still like us? Are we breaking up? You know that kind of thing? Not my favorite, but you know, it’ll work for some organizations, but you’re basically telling people, Hey, we’re still here. Do you still want to get our email or not? And if you don’t, you should stop emailing them. And that’s a really hard thing. We find that the overwhelming majority of nonprofits just cannot.

[00:44:43.83] spk_1:
They’re not. They’re not stopping there. They’re

[00:45:01.79] spk_0:
not. They’re not. And it’s really bad because they’re going to continue. I mean, that’s That’s the nut. That’s sort of the worst thing you could do is continue. Thio email people that are not opening your stuff and haven’t opened it for months or years. At this point that really tanks your

[00:45:02.45] spk_1:
your sender reputation. It all goes into your algorithm. I

[00:45:05.57] spk_0:
mean, it doesn’t know

[00:45:07.22] spk_1:
that the email providers know how your emails are being treated

[00:45:12.29] spk_0:
right. Sometimes people will call us and they’ll say, Can’t be I subscribe your email, but it’s in spam. I wanted you to know it’s in spam and you know my response to that is, Well, that’s really your behavior problem less than mine because I know I’m not sending bad content. The problem is, you’re probably not opening enough of our emails. So what I need you to Dio is go ahead and rescue it out of the spam folder, and then the next couple times you see it come through. Just go ahead and open that email and that will send the signal that you know, you don’t consider a spam.

[00:45:44.49] spk_1:
How did you get the great name? Kivi? What a lovely

[00:45:46.52] spk_0:
name. Eyes

[00:45:47.85] spk_1:
that from Yeah, it’s It’s like I think of a little bird like it reminds me of a hummingbird. What? What?

[00:45:54.17] spk_0:
What? It’s a Hebrew name, But, you know, I also joked that I was born in 1969 in Northern California. So my parents thought they were hippie, so they wanted to give me a fun name.

[00:46:04.28] spk_1:
It was a fun name, but it’s just Hey, Bru, what does it does it mean something in Hebrew.

[00:46:09.38] spk_0:
I believe it means protected one, although I might have

[00:46:13.83] spk_1:
that non protector. Maybe it’s protector.

[00:46:39.48] spk_0:
Yeah, it tze something nice. It’s also a male name in, I think, something like a one of the Scandinavian languages and it means stone. It’s a it means stone or rock, I think in a e Don’t know camera. But when a camera Which name? Yeah, it’s a male. It’s a male name. So sometimes if you if you’re like looking at Kitty’s online, it will be a bunch of tall blond guys,

[00:46:53.28] spk_1:
right? Right, eating, eating a lot of salmon or swordfish. I like the protector or protected one. Now, uh, contrary to what I usually do, I let you mentioned something. So I said, You’re the guest, So let’s go there. I usually don’t do that.

[00:46:59.78] spk_0:
Yeah, that

[00:47:00.16] spk_1:
surprised ultimately, for you as a za marketing communications professional, because usually I take

[00:47:12.08] spk_0:
over. Yeah, I was a little surprised when that happened, but resume your normal personality. Tony, please. Let’s talk about

[00:48:13.07] spk_1:
the center of the universe is me in this show. The the dissonance I see between your respondents say that email is either very important or absolutely essential is like 50/50 percent, 53%. But then the usage Oh, and then and then Facebook. They about about the same percentage. 54% say Facebook, not at all important to them. But then you have a lovely another lovely, colorful bar chart on community use of communications channels. And Facebook is being used week, either several times per week or daily by 80% of the org’s. And email is down like only 21% are doing daily or or then 53% of doing several times per week or daily. So I see a distance between the the importance the relative importance of email on Facebook and their actual usage.

[00:49:19.07] spk_0:
Well, I guess I don’t quite see that because they’re they’re just different channels, right? And so what would be considered best practice is going to vary so on Social media, You know, people update its shorter updates more frequently, um, than with email, which is somewhat longer content. But you know, most organizations probably shouldn’t be emailing every day, whereas they probably should be posting everyday on social media. So with email, what we really say is, you know, if you’re on Lee doing email monthly or even quarterly. It’s like, Why are you even bothering if you’re only emailing people quarterly? But you know, we we try to really encourage people to move in the direction of weekly for email. Now, of course, it depends what they’re doing, right? Like the organizations that air really actively involved in advocacy work. Our political topics for things were changing very quickly. There’s tons of breaking news, you know. They are going to email daily in a lot of cases, but even kind of your average non profit. That’s not doing super newsy things. You know, I would still encourage them to do a short email once a week. A short email once a week is better than a long email once a month.

[00:49:59.67] spk_1:
A short email once a week is better than a long email. Yeah, yeah, more, more frequency. People only hear from you 12 times a year. That just in 2021. That just seems completely inadequate from educations standpoint. Month. Yeah, they’re gonna forget you in between. All right. All right. So I understand. Maybe there’s not the dissonance that I that I saw Just What about Facebook, you know, Do we still have to be? You have to talk about it because there’s 30 you want me to get Julia Campbell to talk about it, E

[00:50:10.23] spk_0:
I recommend.

[00:50:11.68] spk_1:
Yes, I know. I’ve We’ve We’ve had her. We’ve talked. I’ve talked to her. Um, Alright. There are still 3.5 for whatever billion

[00:50:18.62] spk_0:
people there. You

[00:50:19.39] spk_1:
still have to be

[00:50:20.47] spk_0:
there. I mean, it’s still the, you know, the big the big monster. Right?

[00:50:26.49] spk_1:

[00:51:43.06] spk_0:
you know, what I encourage people to do is to really think about how to use Facebook, though. So when you look at what is most engaging on Facebook and where Facebook itself is investing, most of its resource is it’s into video, particularly Facebook Live or it’s into the group’s function of Facebook. You know, tony, I don’t know if you’ve how much time you spend on Facebook or, you know, if you really analyze your own personal use, but I know the overwhelming majority of time I spend on Facebook is in Facebook groups, okay? And so, you know, a group isn’t right for every organization, but if it if you’re interested in both communicating with people and having those people communicate with each other. So you’re really interesting in organizing that community and facilitating that community conversation. Then I think a group can make a lot of sense on. Then again, Like I said, video is something that ah lot of people are embracing now with the pandemic, they’re just going for it. And so Facebook live could be really helpful in that way, too. Um, you know, I don’t encourage people to spend tons and tons of time on just sort of random posts on their Facebook pages. Um, I think there’s a better ways to use that time. Okay,

[00:51:48.06] spk_1:
what would you like to wrap up with? What should we say about the non profit communications trends report that we haven’t talked about yet?

[00:52:59.95] spk_0:
Well, you know, I think you mentioned how empathetic we are, um or I enormously. Yeah. I mean, I am not, like, normally, a cheerleader type of person, but this is the one place in my life, you know? Besides, maybe my girl scouts that I do feel like I am a cheerleader is is really trying to encourage calms, folks, Thio, uh, you know, step into the role to lead in the role to really move their organizations forward. And, you know, I think we’re seeing some of that take place. Every time we do a trends report, we can see MAWR, especially in the open ended questions where people can really talk in their own words, about the changes that are going on on. We’re continuing to see that, and I think the pandemic was a great test of that. The organizations that are doing the calm, the collaborative, agile, logical, methodical are able toe whether even this horrible pandemic on. So I think I find that encouraging and hopeful. If they could get through this, they could do anything. Just imagine the possibilities.

[00:53:21.78] spk_1:
The empathetic Give You Lulu Miller non profit marketing guide at non profit marketing guy dot com and at I’ll Say It one more time. N P M K T G D. On Kivi is at key BLM at TVL M. Well, I’ll be talking to you before you and the girls go toe, but I’ll say I hope you have a wonderful trip thio to Belize, but I’ll be talking to you before then. Thank you very much, Kevin.

[00:53:27.83] spk_0:
Thanks for sharing

[00:54:20.75] spk_1:
my pleasure next week. I just can’t say at this point, But have I ever let you down? If you missed any part of this week’s show, I beseech you find it at tony-martignetti dot com. Sponsored by turn to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot ceo and by dot drives Prospect to donor Simplified tony-dot-M.A.-slash-Pursuant demo and a free Month Ah, creative producer is kiddies. Friend Claire Meyerhoff shows Social Media is by Susan Chavez Mark Silverman is our Web guy, and this music is by Scott Stein. Thank you for that affirmation. Scotty, you’re with me next week for non profit radio. Big non profit ideas for the other 95% go out and be great.

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[00:00:43.04] spk_1:
welcome to tony-martignetti non profit radio coverage of 20 and T. C. That’s the 2020 non profit technology conference. Regrettably, the conference in Baltimore had to be canceled, but we’re persevering virtually via zoom, sponsored at 20 NTC by Cougar Mountain Software Denali Fund is there complete accounting solution made for nonprofits tony-dot-M.A.-slash-Pursuant Mountain for a free 60 day trial. My guest today is Sarah Durum. She is CEO of Big Duck and add dramatic Sarah. Welcome.

[00:00:50.64] spk_4:
Hi, tony. Thanks for having me on the show today.

[00:00:52.67] spk_1:
I’m glad it worked out that we could get together. Virtually, uh, not being able to do it together in Baltimore. Um, how are you doing? You’re in. You’re in Middle Massachusetts? Yeah.

[00:01:04.19] spk_4:
I’m a native New Yorker, and I live and work in New York, but I have decamped to Massachusetts. Everything is fine here. Thank you for asking. I hope you’re well too. I

[00:01:56.34] spk_1:
am. I mean, my beach house in North Carolina. The beaches across the street, the beaches are open so I can walk there because we don’t get crowds on beaches. It’s to the town is too small. Nobody’s heard of it. Which is which is why I’m here. Um, so we’re gonna you know, NTC brought us together. Uh, but I’m gonna release this as a special episode of non profit radio because you’re deep expertise in communications, and you’re you’re you’re NTC Topic was creating kick ass major donor communications. Uh, with your permission, I’m gonna convert that creating kick ass Corona virus Communications, please. Okay. Okay. And we’re gonna We’re recording this, Ana Wednesday, March 24th. And,

[00:02:03.94] spk_2:
uh, we’re gonna look for release on next Monday. Whichever day the But everyone is, that looks

[00:02:32.34] spk_1:
like the 30. I think that’s the 30th of March. Gonna look to get this out. Um, all right. And I’m gonna you leave it to you. What? Where? How should we? Let’s let’s talk about communicating with our donors because there’s gonna be a time when fundraising is the message. I don’t think that’s the time. This is the time now. But what should we be saying to our committed donor? People are already giving to us. We’re not trying to acquire anybody new at this stage. Um, what should we be saying to people who are already

[00:02:34.47] spk_2:
loyal to us?

[00:02:35.95] spk_4:
Well, first of all, I love that you’re starting with this question of, you know, the people that are already loyal tow us. I think there’s what should we be saying? How should we be saying it, and when should we be saying it? And certainly starting with your base is one of the most important things you can do right now. What you should be saying, I think, depends a lot on your mission and how affected your donors and the audiences you serve might be by what’s going on right now. If you’re in an area that’s directly affected, then you want to speak to that very directly. But if you’re not, you may want to be candid about what you’re working on and what’s going on in other ways.

[00:03:24.50] spk_1:
What’s going on? Can it be stories about where your how your employees air faring? You’ve got parent employees. You’ve got some maybe can’t work remotely. People do face to face meetings, maybe with beneficiaries. They can’t do that. You know, if the story’s gonna be like insider baseball,

[00:03:53.67] spk_4:
it can and it can’t. I did an interview recently with Seville Me hand are who’s one of the leaders at CCS fundraising, and we were talking about exactly that. We were agreeing in our conversation that in some cases the first wave of communications should be the insider. Baseball. How is your team faring? But a lot of organizations already done that. That happened in Week one. For most organizations. The second wave of communications after you send the Here’s how we’re faring really should be. I think about your community and about your work and, um, and beyond that, talking about what’s going on in the future and how you’re navigating. I mean, there there are, You know, there are five or so principles that we’ve been advising our clients to use in terms of their tone and style, and I think a lot of it is about adapting those principles of tone and style in a few ways. But the other piece that I think is perhaps most critical is that you, um, you adapt your communications to be much more iterative, both in terms of how you plan and what you’re doing. In other words, if you had a communications plan or strategy, probably it’s needs to be updated on a weekly basis every week. Who are you communicating with? What are you trying to communicate and what will feel appropriate from a tone and style point of view for those donors to hear from you this week, given what’s happening?

[00:05:09.54] spk_1:
Um, how about those five principles? What are those?

[00:05:13.44] spk_4:
Well, so the 1st 1 is to be authentic. One of the questions that we’ve been getting a lot is should I be candid with our donors about the financial hit that our organization is taking? And our advice is yes, you should be. You’re gonna You’re gonna need Thio. Ask them for support and you don’t wantto paint a rosy picture If that’s not the reality for your organization.

[00:05:46.74] spk_1:
You know, I think a great example of that is any sample Ward CEO, then 10 Great exit. D’oh! You know, you see her wiping tears from her eyes in her video explaining that that conference is 62% of their annual revenue and now they’ve not only lost that revenue, but they have penalties to pay for the contracts that they’re breaking. So you know, she was I think that it’s a great example and absolutely great read with authentic, heartfelt, sincere, You know, she’s she’s tearful and she didn’t do it take to

[00:06:11.74] spk_4:
yet? No. Amy is a great example of an authentic leader in all contexts and particularly if you haven’t watched those videos on the end 10 website where she really you know, day by day she was navigating, making a decision about when to cancel the conference and how to do that? That’s That’s arguably, I would say, the best example. I’ve seen OVEN or organization leader being proactive and authentic, and

[00:06:45.12] spk_1:
in 10 dot org’s I listeners know her very very well. She’s on the show every month, but in 10 dot organ yet you feel her our anguish. You feel it’s an excruciating decision, but yeah, I mean, that has to be made.

[00:07:11.04] spk_4:
Yep, and Amy Amy is also an example. Those videos are a great example of some of the other tips that we’ve been giving people. The second is to use your values, use the values of your organization if you if you look at the way and he did it in that communications. She talks about the values of the community, the values of connection that they they share with each other, and she really leans into the organization’s values to guide her decision making, and we’re encouraging all organizations to do that. She is also very human. And that’s another thing that I think is really important right now.

[00:07:25.09] spk_5:
There are There are

[00:07:26.39] spk_4:
e mails that we are all getting that are not at all acknowledging the situation that people are in and they don’t feel good right now. They feel inappropriate. So it’s okay to be human. It’s okay to reach out and call your major donors and say to them, How are you doing? Here’s how I’m doing and make a human connection. The compassion that we express for each other right now is what’s gonna bind us together

[00:08:20.74] spk_1:
and especially exactly That’s the point. I was just gonna say, Yeah, this is what holds us together is our common humanity. And, you know, not only is it okay, I don’t You go out of your way to preserve your humanity in the face of uncertainty, Financial loss, both personal and professional. You know, the organizational level and on a personal level, those of us who have their own businesses, you know you have employees go out of your way to preserve your humanity.

[00:09:07.53] spk_4:
Absolutely. One of one of my employees at Big Duck, a copywriter named Lila Dublin just wrote a piece that we are going to probably post in our block in the next couple of days. It should be live by the time your show airs about words to avoid during during this crisis. Delilah writes a very popular blogger every year called words to avoid in the nonprofit sector. But this one is the sort of Corona virus specific set of words to avoid, and one of the words she recommends avoiding is social distancing. She talks in this piece about how what we want to engage in right now is physical distancing. We don’t need social distancing. We actually need social connections more than ever. So So let’s let’s work on staying apart physically. But actually with your donors staying in touch and being human and on, um, making that personal connection with them is is what’s gonna weave the social capital you have with them, um, in an even tighter way, which is which is, you know, whether or not they’re going to donate to you or have the capacity to donate you right now is just the right thing to do.

[00:09:33.64] spk_1:
Yeah, yeah. What’s where Do radio people find that that blogged?

[00:09:40.41] spk_4:
Uh, it’s going to be on big duck dot com. And if you go to insights, um, so that’s big duck dot com slash insights. You’ll see that you’ll see the blog’s. We also have recorded videos about crisis communications right now. How to facilitate great meetings online. We’ve been posting a lot of free content over the past few weeks designed to help nonprofits adapt to this. This environment.

[00:10:04.56] spk_1:
Yeah. Thank you. I’m trying to do the same. I have been doing the same. Um, what else after after be human.

[00:10:57.24] spk_4:
So Okay, so be authentic, be human. Use your values. And the last one I want to emphasize is the importance of adapting for the audience you’re communicating with. You know, in the marketing and communications world, the jargon for this is segmentation. But you don’t have to have the capacity to segment to think about how to adapt for your audience. What I what I really mean by that is, if you’re going to send out an email, if you’re going to send out your you know, end of your appeal, I mean, a lot of organizations with fiscal years that begin July 1 or are asking this question right now, you know what’s gonna change in my year end appeal? You know, think about who’s on that list and what tone is appropriate for that. So eso in a, um, webinar I gave recently about crisis communications. One of the people who was participating chatted in, um, an example. They said, You know, I’ve been very offended. I’ve seen a lot of emails going out that say things like, Well, you know, on Lee, X percent of people will actually become sick from Corona virus. But our disease or our issue effects way more than that. You know, that’s an example of the kind of communications that just feels really inappropriate for most audiences. Um, now that’s an extreme example. But the point is to think about who’s on that list and what message is going to resonate for them and reflect where they are right now, not just where your organization is. So in my book brand raising, I use this term audience centric and and talk about how many organizations communicate in ways that our organization centric. We talk about us is an organization. What we need communicating in an audience centric weighs about speaking to your audience is in this case, your donors, um, in a way that reflects where they are and what you and they connect about. Not not just what you need is an organization.

[00:12:08.57] spk_1:
Um, Now, you said there are five principles.

[00:12:10.94] spk_4:
Um, you, uh, you find you’re getting Let’s see. Okay. Authentic. Adapt your audience, be human. Use your values. Your ate it. Reiterate.

[00:12:24.74] spk_1:
Okay. Thank you. Don’t shortchange us now. Come on. Sorry. We’re okay. What’s your advice around? Adoration.

[00:12:27.99] spk_4:
Well, so you know, there are a number of places where organizations plan, um, strategic planning. It is first and foremost, communications, planning, fundraising, planning. Maybe even how you plan out your website and what you’re gonna, you know, build or change your overhaul on your website. I would say all of those things right now

[00:12:47.74] spk_5:
are a little bit up

[00:14:27.20] spk_4:
in the air. Probably your strategic plan, conceptually is right. But some of the plans you put into place for things you might do this year are no longer gonna work. So it reiterating as a principle that comes from the world of agile and It’s not something that nonprofits air super familiar with, but basically the idea is that oftentimes when we plan, we plan in ways that are kind of fixed, where we assume that there is an outcome or a destination we’re trying to reach, and then we kind of worked backwards off of it and we set a plan. We say, Okay, if I want to achieve X by December, Here’s what I need to do in November, in October, in September and so on and so forth. Illiterate Ivo basically means seeing your planning work and seeing the work that you’re doing is happening in discrete chunks of time or cycles. So maybe your cycle is weekly right now. I would recommend it should be at this time. And that means that every week you should meet with the core team who are the decision making team around. Let’s say fundraising or communications or your organizational work, and every week you talk about what? What are this week’s priorities? How are you going to stay on track with those bigger goals? But what needs to adapt or change? Given what’s actually happening right now, I think we’re all at risk of, um, throwing the baby out with the bath water right now, we’re either so working so hard to adapt to this current environment that we’re losing sight of the bigger picture of what we’re building towards or we’re so focused on the bigger picture. We’re not necessarily communicating in ways that feel appropriate for what’s happening this week. So you have to strike a balance between those two things and and thinking of it is an illiterate Ivo exercises is I think, the

[00:14:37.55] spk_5:
practice that helps us get there.

[00:14:51.74] spk_1:
You mentioned, you know, phase one, phase two. Um, what what’s phase three is? Phase three. Can we start talking about some of our need on dhe? How you might be able you again talking the same audience, you know, committed loyal donors? Um, how you might be ableto help us if if you’re able. Is that is that then?

[00:15:01.37] spk_4:
Absolutely, absolutely. I think it’s very appropriate to start talking about the need. Um, if you could do so authentically. There are many organizations that, you know, I spoke to an executive director on Monday who told me that they anticipate there appeared appear fundraising season is gonna drop significantly and they’re already seeing a 30% decline in in in other donations. I think it’s perfectly appropriate if you’re seeing the writing on the wall and things are already happening. Or, for instance, you’re in arts and culture organization and your theater has gone dark or your museum is closed. Absolutely. It’s appropriate to start talking about that.

[00:15:39.24] spk_1:
It’s home to know when that starts, though. When? When? That When? When it feels OK to do that.

[00:16:14.64] spk_4:
Yeah, well, that’s where I think Iterating becomes important to. I mean, if you if you read The New York Times, you might recall, about a week ago there was an article about the Metropolitan Museum of Art closing until July and the expected, um, financial impact of that. I believe it was something like $100 million they anticipate as the financial impact of closing their doors for this period of time. So, you know, if you’re an organization that’s taking steps like that, I think you can really you know what the numbers are Or Amy. Simple words. She knows what the numbers are, you know, from canceling the NTC. Not every organization knows yet, but I do think a lot of organizations know the impact of their community when you know they’re soup. Kitchen is closed, you know, or people are not able to come in for vital service is so, um, yeah, I think you need to be out there talking about it, but it don’t think you can talk about it in a conclusive way yet because it’s still ongoing.

[00:16:43.95] spk_1:
When you do get to that stage and how do you balance the messaging between your need and compassion for what your donors air feeling

[00:16:52.72] spk_2:
on Aah! Financial financial footing. I

[00:18:03.91] spk_4:
think it’s definitely an art, not a science. And, um and actually, the session I was gonna lead at the NTC about creating kick ass major donor communications had a whole segment about writing. I think you know, this really comes down to how you how you write, what kind of tone and style you strike and how you balance helping your donors envision a brighter tomorrow with the reality of today, you know, there there is a sort of a narrative arc that sometimes great speeches have sometimes great fundraising communications have where you you have to kind of vassal eight between envisioning a stronger, brighter tomorrow and contrast ing that with the reality of today because we don’t want to lose our hope. And and that’s actually one of the pieces of advice that I’ve been giving people is that, you know, there is actually an opportunity right now, especially if you have staff people who are stuck at home not doing what they normally d’oh. And the opportunities to plant the seed for a stronger tomorrow, You know? So so as you it raid. What is that? What is that stronger tomorrow? Look like what? How does your organization want to emerge from this crisis? And, you know, how can you help bring your donors on that journey to?

[00:18:21.94] spk_1:
Yeah, an art, not a science. Um, and you don’t want a misstep, you know, and appear tone deaf or insensitive.

[00:18:25.51] spk_2:
Uh, you know, on

[00:18:56.94] spk_1:
the same by the same took. And you have your needs that you’re trying to convey its, um you know, if I think, you know, if you keep your humanity, that’s a ground. Glad it’s one of your principles. No, um, you know, uh, right from the heart, um, Maybe share, share your message with maybe a board member may be tested with board members, maybe even close major donors. Who’s gonna be the audience? Um, you know not. You know, this is a time where I think it’s especially valuable to get outside opinion

[00:19:02.96] spk_2:
on Ah, some

[00:19:04.38] spk_1:
of these key key key communications.

[00:19:19.93] spk_4:
I think it can be 11 of the other questions we’ve been getting a lot that I think is useful to share to under the under the topic of being human is where and when and how to use humor. Because we’ve seen some examples where humor right now has been really welcome or really, really inappropriate. Eso a place where it’s welcome, for instance, and maybe this isn’t humor, but it’s definitely charming. Is, um, there’s a zoo in Chicago that had that video that is on YouTube, where they let the Penguins out of their exhibit of Under the Aquarium, right? So that’s not outright funny. But it’s very charming, and it makes you laugh. And that kind of humor is very, very welcome right now. And I think that’s one of the reasons we saw that video spread the way it did. Um, where humor I think it’s inappropriate is when it has anything to do with the virus or what people are experiencing right now. I think people are experiencing enormous hardship and challenge, and there’s nothing funny about that. So I think you have to be very strategic, how you use humor if you’re going to do it. And again that often comes down to great great writing and being being creative. You know that that example of the Penguins is one of many of of a team, really, you know, thinking about what? This what this moment presents as an opportunity, as opposed to just as a challenge. And that’s hard to do. But when you get it right, it’s really powerful.

[00:20:54.26] spk_1:
Um, we still have some time left. What? What? What else do you want to share with our listeners and maybe your listeners? Oh, I want to shout out your podcast. Smart, smart communications podcast, non profit radio listeners. You’re you’re already podcast listeners. Sarah is the host of ah smart communications podcast.

[00:22:41.14] spk_4:
Thanks, tony. Yeah, that podcast is mostly interviews with people very short, all designed to help nonprofits get better and smarter at their communications. There’s a really topics there, you know. There I think this is from a communications point of view. This is a really good time to take stock. And, um, and one of the one of the questions that I think is coming up increasingly is Should I be cutting communications? Should I be cutting marketing? Um, we’re how did how to spend with that? And it’s been interesting. I started Big Duck 25 or six years ago, and there have been periods of time recessions or 9 11 where people did cut communications in more recent years. People actually are leaning in to communications. In my experience, we have found we found in 2008 and 2009 that we were busier. Then, ah, then we had ever been, um Now, that’s not to say you necessarily have to spend money, more money or different money. But if you have in House communications people, I would encourage you, hang on to them and give them new new roles and new responsibilities right now, don’t cut them because those are the people who do help you with with the writing, with the design, with the things you’re gonna need to weather this storm and when communications gets cut. You really I think short circuit. Your potential to to come out of this better. Um, you know, the other organizations that are leaning into communications, they’re going to capture that mindshare. And that’s gonna That’s not necessarily gonna set you up for a stronger tomorrow in the long run. So it’s tricky time.

[00:24:01.84] spk_1:
Yeah, now, But you want to keep that long term view? Uh, you know, it’s the if you follow my stock advice, you buy high and sell low. But people who are much barter brighter about investing and long term is, you know, hold what? Hold what you’ve got, you know don’t sell. So it’s the same, you know, it’s the same because you’re in for the long term, right? So people like me need advice like that. So you know the analogy to your to your communications staff to your fundraising staff as well. You know, you you have a long term view. You’ve still got a a mission that you’re trying to accomplish goals you want to achieve. You know, this six month or even yearlong. Uh, I don’t think we’re gonna be in our homes for a year, but the lingering effects. It’s hard to know how long that’s gonna be, but even if it’s a year, it’s just a year. You’ve got a much longer term view and you want to emerge as strong or stronger. And you know you’re absolutely right. The you know, others they’re gonna fill that space around. You’re around your mission if you’re If you’re not communicating at at at a time when it’s, you know you can show your relevance, you become irrelevant. If you stopped communicating now, people gonna lose sight of you. And the trust is the trust between you and governor is gonna be lost.

[00:24:06.34] spk_4:
Yeah, I totally agree. I think that’s well said. And you know, I’m hearing about a lot of organizations right now who are putting together a sort of a crisis management team. You

[00:24:16.17] spk_5:
know, they’ll have ah board staff

[00:24:18.66] spk_4:
leadership team who are meeting regularly to make decisions

[00:24:23.54] spk_5:
as as this crisis unfolds.

[00:24:26.34] spk_4:
You know, one thing that I would like to see more of is I’d like to see more organizations putting together the kind of the long term or the seed planting team, too, because if you’ve got certain people on your team who are managing the crisis. There may be other people on your team, particularly if you work in a mid size or larger organization who can actually start to work ahead and to think about where do you want to be in a year when this is over, or six months or whenever it ISS? And what are the seeds you can plant now? What are they? What are the appeals? You can write the case for support. You can write the you know the Web Web site plans you can create whatever it is, whatever the thing is that you wish you had that you normally don’t have time to d’oh in your daily life, put a team together of staff people who are under utilized right now and let them to an assignment and work ahead. Those are the kinds of things that you know might not be appropriate to release now. But when the timing is right, you’ll be so glad that you laid the foundation on. And it’s just gonna help the recovery, you know, come faster for your organization.

[00:25:31.90] spk_1:
Yeah, that’s a great place to end, Sarah, and that’s you know what? That’s capitalizing on something you said earlier, which is finding opportunity in ah, in the midst of confusion and crisis

[00:25:43.23] spk_2:
s so I’m not

[00:25:44.30] spk_1:
gonna not gonna deigned to rephrase what you just said. You said it beautifully. Uh, look, you know, you’re north of the city. I’m south of the city. I look forward to getting together in the city for a drink, and hugging you is you’re a gem gem. And thanks for what you’re doing.

[00:25:59.06] spk_4:
I’ll toast to you of your listeners from Massachusetts. I hope you and everybody

[00:26:05.64] spk_5:
else is Well,

[00:26:28.99] spk_1:
thanks, Sarah on Dhe. Same for you. Stay safe up there. And I look forward to seeing you in the city. Close with it with a big hug. Um, Sarah Durum, CEO of Big Duck And add dramatic and thank you for being with us 20 martignetti non profit radio coverage of what was intended to be 20 ntc. But as I said, I’m releasing this. A special episode responsive by Cougar Mountain Software Denali Fund. Is there complete accounting solution made for nonprofits. Tony-dot-M.A.-slash-Pursuant Mountain for 3 60 day trial. Thanks so much for being with us

Nonprofit Radio for June 21, 2019: Your Ultimate Communications Toolkit & Automated Fundraising

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Vanessa Schnaidt & Gabriel Sanchez: Your Ultimate Communications Toolkit
Our 19NTC panel of communicators explains how to develop your communications plan and the core principles you need to abide by. They’ve got templates, checklists and worksheets galore! They’re Vanessa Schnaidt from Cause Communications and Gabriel Sanchez with First 5 LA.

Brian Lauterbach: Automated Fundraising
Brian Lauterbach is from Network for Good. He reveals how automation can enhance your donor communications, engagement and stewardship. This was also recorded at 19NTC.

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View Full Transcript
Transcript for 444_tony_martignetti_nonprofit_radio_20190621.mp3 Processed on: 2019-06-22T13:14:52.551Z S3 bucket containing transcription results: transcript.results Link to bucket: s3.console.aws.amazon.com/s3/buckets/transcript.results Path to JSON: 2019…06…444_tony_martignetti_nonprofit_radio_20190621.mp3.827900479.json Path to text: transcripts/2019/06/444_tony_martignetti_nonprofit_radio_20190621.txt Hello and welcome to Tony martignetti non-profit Radio. Big non-profit ideas for the other 95%. I’m your aptly named host. We have a listener of the week, actually. A retired listener of the week, Patty Donahue. When she was executive director of the Tailor Conservatory Foundation in Taylor, Michigan, she enjoyed my show and insider alerts. That’s what she said. What’s not to enjoy? Of course, we take her at her word. That gig ended ended just last week with her retirement. Congratulations, Patty. I’m very happy for you on the celebratory retirement time on. And now she says, Keep doing the good work that you do, Patty. I will. And a grateful community thanks you for your work. Congratulations on your retirement. Congratulations on being our retired. Listen er of the week. Oh, I’m glad you’re with me. I go through in itis If you swelled me up with the idea that you missed today’s show your ultimate communications tool kit. Our 19 ntcdinosaur of communicators explains how to develop your communications plan and the core principles you need to abide by. They’ve got templates, checklists and worksheets galore. They’re Vanessa Schneiter from Cause Communications and Gabriel Sanchez with 1st 5 Ella, then automated fund-raising. Brian Louderback is from Network for Good. He reveals how automation can enhance your donor communications, engagement and stewardship. This was also recorded at 19 NTC on Tony Steak, too. Summertime is planning time. We’re sponsored by pursuant full service, fund-raising Data Driven and Technology Enabled Tony dahna slash pursuing by Wagner CPS Guiding YOU beyond the numbers regular cps dot com and by text to give mobile donations. Made Easy Text NPR to 444999 Here is your ultimate communications tool kit. Welcome to Tony martignetti non-profit radio coverage of 1990 si. You know what that is? It’s a 2019 non-profit technology conference. You know where we are. We’re in Portland, Oregon, at the Convention Center. Thanks for being with our coverage of 19 NTC. This interview, Like all of ours, are eyes brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact. My guests at this moment are Vanessa Schneiter and Gabriel Sanchez. Vanessa is vice president at Caused Communications, and Gabriel is director of communications at 1st 5 Ella. But Gabriel welcome. Thank you, Tony into the show, Tony. Thank you. Thanks for taking time. Absolutely. Um so where your topic is ultimate communications tool kit, tried and true. Resource is everyone can use ultimate communications tool kit. That’s that’s, uh, pretty impressive. It’s not just the penultimate. It’s the ultimate, the altum ultimate. All right, we’re going to see I’m not in, but this is radio. Yes, Yes, you can do about your africa. I appreciate your information. Okay, uh, make you keep these promises. All right. Um what, what? To start with you, Gabriel. What belongs in a communications tool kit? Well, every every organization needs to tell their story. They want to tell their story in order to drive action and move things forward. And what we’ve learned and what I saw was my exposure to the kid was about three years ago is that there’s not a lot of learning in one place. And that’s what makes this tool kit So great is that it’s pretty much everything you need to know in one place that you can start from, and in order to both tell your story to engage your audiences, to talk to board members, to talk to donors, to engage members of the public, the people you want to serve. It’s just a great tool kit in order for you. Teo, help Dr Understanding of what you’re trying to do and to get people onboarding your mission. Okay, Vanessa. So what’s in? What’s in the tool kit? One of the components of our ultimate took it. Yes. So the communications tool kit offers best practices and really practical advice for every communicator in your organization. So everything from how do you make the case within your organization for the value of investing in communications, too. How do you put together a communications strategy to make sure that you have the right goals and tactics to drive that progress forward? And then we also get into a lot of different tactical element. So more specific surround best practices in media relations or how communications Khun support fund-raising effort. So it really is meant to be a soup to nuts, very breath oriented toolkit to help communicators at any stage of their communications journey. Okay, on who’s developed this tool kit is that the two of you and the third person on your panel who was not here, Courtney Clarke So the where is the where where is this from? Absolutely so. The the communications tool kit is authored by and created by Caused communications, which is thie first non-profit to focus on communications effectiveness in the social sector. The tool kit was originally published in 2002 last updated in 2005 and over the last few years has been undergoing this massive expansion and update project that Gabriel, as one of our partners, has been contributing Tio Courtney as well on DSO. Although it is authored by cause communications, it’s really important to us to make sure that in order for it to be as relevant as possible for today’s communicators, we receive input and feedback from the very communicators it is meant to help. So that’s where our colleagues like Gabriel come in in really helping us identify what kinds of resources and information e-giving be most valuable to them. All right and tool kit is something that’s available to the community without subscription or that’s right way. Find it. The communications took. It is available on the Cause Communications website, which is at caused communications dot org’s slash toolkit. In addition to the toolkit itself. You can also find five interactive digital lessons that we put together with the support of Courtney and her team at Form one. There are really cool way Teo get a taste for the rest of the content in the tool kit. So those those lessons are on topics ranging from branding to media relations to competitive analysis to fund-raising and measurement and evaluation. Okay, okay, yeah, everyone wanted to and Tony’s. One of the great things about the toolkit is that it’s intended for a broader audience, not just those involved in communications, but those who might be leaders of organizations. Or maybe they’re involved in development or other sectors because it helps those folks understand the importance of communications and the role it plays in order to help them do their jobs better in many ways. And we’ve seen this in smaller non-profits and smaller organizations, there is not a dedicated communication staffers. Sure, it’s distributed right, or sometimes you have many people who are directors of development and communications. Those are two big jobs, right? And so having an understanding of communications is very helpful, and and that was one of the original intentions of the guide was to help him just inform and make that case for communications with within organizations so that they make that nothing. Because communications is actually a time saver for a lot of leaders for executive director Seo’s of organizations, because it will reduce the amount of time they need to communicate because they’re essentially putting an all in one place, as opposed to having Siri’s of meetings and check ins and putting out fires. And I know Vanessa was very careful to say at the outset this for all communicators. So you’re going that it’s irrespective of your position. If you’re facing the public. Well, maybe not even his could be internal communications as well, right? That’s right. And I just had a breakthrough moment That’s right and trainable. I’m tryingto wonder. Okay, it’s not about me. It’s not what you think. Communications these days is not just a roll. It is a a practice, and we want to make sure that the toolkit is there to support anyone in a non-profit, or social sector role. Regardless of what their title says On there there business card. Everyone is a communicator these days and has an opportunity to contribute Teo Thie, expanding the reach and the impact of their organization. All right, it’s time for a break. Pursuant, they’ve got a podcast. It’s go beyond hosted by their vice president, Taylor Shanklin, who has been a guest on this show and the friend of the show. Recent episodes are self care for leaders and four digital trends for 2019. That’s just a little sample you’ll find Go beyond at pursuant dot com. Slash resource is now back to your ultimate communications tool kit from 19 NTC since caused communications. Does this for the community so generously give a shout out? What does cause communications do so? Caused communications works to support non-profits and foundations, strengthened their impact and a cheat their mission through stronger communications and marketing. So we do that by making available tools and resources and trainings for the sector. And then we also offer consulting services as well. All right, how about 1st 5 L. A. What about Gabriel? Well, they’re all about kids. Did you know 90% of the child’s brain is developing aged five? That’s a critical time. They did not know that it’s a critical time, you know. I know we’re making a lot of connections here at NTC, but the inner child’s bringing your making 1,000,000 connections a second. So it is a critical time for childhood development. And so voters, in their wisdom 20 years ago dedicated a tobacco tax to help fund programs. And we’ve now shifted to advocate for early childhood development programs like developmental screenings, preschool access and other ways to help help kids grow ready to succeed in kindergarten and in life. And so what we’re dedicated to doing is helping improve systems, make him work better for parents and their kids so that these kids grow up to do great things. You have communications principles that I derive from your world is not the principal’s themselves, but principles for day to day and long term. Gabriel, you start to take off the first of what I hope is gonna be many communications principles that you’re going to share with listeners. Well, I know it. In my part of the presentation I made yesterday, I was talking about how it’s important to think of all communication strategies and turned them inward for internal communications. I know you mentioned earlier about my breakthrough moment. Don’t gloss over it. No, course not. There’s a great breakthrough because your staff is one of your most important communicators right there, the ones where, in the age of social media, where everyone has a public persona and their posting on social media, everyone has the potential to be a spokesperson for your organization with you. Like it or not, that’s not to simply that’s not to scare people. But it’s also to remind him of the opportunity you might have in that you can reach new audiences is if you’re pursuing internal communications, which helps you with your organization. Alignment with helps you with your brand ambassador type type of programs, as well as employing engagement. So if you’re using internal communications, where those goals you’re going to help build your brand in ways that you might not, you can’t do officially through your official channel. So so oil that principal down to ah sentence. What’s the principle here? Think of your staff first, okay. And then, of course, you know not to negate everything. You just said that, like sometimes I like Boyd points. My I’m not sure my 1st 5 years were formative for my brain. I’m sure they were. You’re sure they were Tony? Not sure there was robust. They ought to have been. OK, but you gotta You gotta communications principle for us. Sure. Just Azaz Gabriel mentioned to put your staff first. We also believe in putting your strategy first. So more than we do a lot of polling and surveys at our organization on DH. We’ve learned over the years that while more than 95% of non-profits say that they value communications and its role in helping them achieve their their mission, less than half of non-profits have a dedicated communications plan. I’m not surprised by that. All right? And so the process of putting together a communications plan that aligns with your organization’s strategic plan is a great way to make sure that all of your efforts are working in unison with with each other and that you can really prioritize your time mean we all know that non-profits have way too much on their to do list and far too little time to get that done. And so a planning process can be a really helpful tool and making sure that you’re focusing on the most important things first okay. Have a communications plan. When I say okay, now, I presume the tool kit will help you develop your communications plan. That’s right. It goes over all of the basic elements of a communications plan. It even includes some tips for how to make the case for why you’re senior leadership should support the development of that plan. All right, Wei have more principles doing Gabriel have Ah, well, the principle you can share. I was talking about earlier my presentation how you can apply a crisis communications approach right to internal communications. When you’re going through a time of organizational change. Now I’ll give you four quick steps for crisis communications, and I’ll talk about how you can apply them internally. And that’s you want to be able to one. Somebody sounds their phones. I don’t Gabriel just took ownership. Go. Alright. Alright. So crisis averted. Okay, so yes, crisis cubine. How you gonna respond to this crisis? First on the show. I’ll use this perfectly as an example. Number one you ignore. Assume it was a crisis. Yeah, Yeah, but never one. You would acknowledge the situation. Hate. My phone went off, Took responsibility. Didn’t just late that it lay there. You got somebody else? Everybody stare out. Exactly. Step two is you take responsibility and you say you’re sorry, Tony, I’m sorry. And three, you explain what you’re gonna do next. I’m going to turn off my phone so it doesn’t happen. It ever happened again. Never happen again. And then for when? Hopefully you invite me back, I could remind you. Hey, I turned off my phone so that we wouldn’t have the same problem that we did last time. So what about the appoint? A blue ribbon panel? Isn’t that know me? Or is that you could put that in there? That old school? No. No, you can’t do that. It’s important to fact find. But it boils down to two. And step three, you want to explain what you’re going to do, right? And so, in times of organizational changes, the same thing, right, because you you work. You talked with plenty of non-profits. They’re always changing their adapting to new conditions. And sometimes it’s hard because it’s your staff that have are going through that, and you need to be able to explain its home. And sometimes some things don’t go The way you you wanted to. You need to take ownership of that and explain what you’re going to do to fix it. Okay, so it’s taking that same approach, you lying crisis communication and interns to your internal stand in times of change. Exactly. And in many ways, the best crisis communications is actually pre crisis planning where you’re averting crisis. That’s what you want to go to. So if you think of it that way and you’re applying those principles, that’s an external strategy. But internally, it’s a great way to keep people in line to keep people engaged and motivated. OK, Vanessa, you it’s your turn. You got communications principle for us. I do, and I’m going to let you in on a little secret. Tony. So we hear a lot about the importance of nailing that elevator pitch right? Well, I’m here to tell you that there is no single elevator pitch that is going to be the magic bullet for your organization. In fact, you need to tailor your message, depending on who you are speaking with this so there’s no one size fits all solution. There’s no one size fits all message, so it’s really important that organizations as they’re developing messages, think about what is it that really motivates each particular audience group that you’re trying Teo engage with and then create a bridge between the messages that you’re putting out there and the mission of your organization with what what your audiences really care most about. So in a sense, it’s using your it’s. Using your audience is motivation to connect that back to your organization’s mission. Alright, so, Taylor, your messages. Here are your messages again. My fundamental brain capacity. Tell your messages. Yeah. Now I have had guests who have gone through the exercise of having their board learn a new elevator pitch. You’re it. Sounds like you’re welcome. Tto disagree with other guests and but on the show over in Have we had this show in half years? Certainly everybody is not monolithically thinking so. The uniform elevator pitch not so not so helpful, you think? Well, I think there’s definitely a time and a place for developing that that pigeon, and it is important to equip your board members, for example, with some really simple talking points that they can use. But what’s going to be most effective is if that boardmember then has the comfort level of taking that message and really making it their own riffing on it, depending upon who they’re talking about. You talking? So yeah. No, I don’t I don’t know that this guest was recommending, you know, rote memorization of the identical, The identical pitch for all you know, whatever. 12 boardmember tze Maybe it was just talking points, okay? And then you should be as a boardmember. You should be comfortable enough tow Taylor that message And I said riff on it. Based on who you’re talking to, whether it’s a funder or somebody at a cocktail party, fundez becomes more. Just to be sure, the audience that you’re talking to, we got more principles if you want to keep going. This ping pong thing with are we have re exhausted communications principles. Well, I was going to talk a bit more again about internal communications and how critical it is. And I think another principle is linking the two where you should think about your external strategies and open essay was talking earlier about having a communications plan and strategy, and you should have internal communications in that same breath. You shouldn’t think of it is afterward, or a bolt on our Oh, yes, we’ve got to tell the staff, too. It should be within the same breath as you’re talking about it. You have your audience. Is your internal staff should be on that list as well. Doesn’t have to necessarily be number one, but it should be included so that they’re not thought of as an afterthought. But instead, you’re looking to engage them because one of the principles I was talking about is that your need to love your staff because those are the ones who are helping you to get the people you want, which is donors or media coverage or what have you. And they’re there for you. And you have to respect that. And you also need to look at it to where? Another way. A practical way to look at this is if you can’t sell an idea to your staff the people that are most bought into your mission that says I agree with what you do, I’m going to show up here every day. Do you work for that? Yeah. Then maybe your idea is not good. Okay. All right. So again, internal communication with urine. Think about it. It’s half in your eyes. You’re planning your own communication. Exactly. Think about stuff, okay? And building on the whole idea of tailoring your message to your audiences. It’s also really important. Don’t assume you know what your audiences want, but how do you find out what they want? Well, you asked. Um, it’s a really simple principle, but one that is often overlooked by non-profit professionals today and asking your audiences or understanding what motivates them is isa really easy way tio? Understand what what motivates them, how you can more effectively introduce your organization to them. And it’s something that we did as we were updating the the communications tool kit. So that’s where we brought in communications directors like Gabriel or implementers like communications interns or program managers or development directors. Folks who maybe don’t have communications in their title but have almost in a default kind of way, become the primary communicators for there. They’re non-profit, and so we brought them all together. We had several different workshops where we sat back and we really listen, Tio, what is it that you need in your day to day life? on. We were able to replace some of our anecdotes that, quite frankly, were so old. They become folklore in our organization with a really wonderful insights that let us know what today’s communicator needs in this digital era, where with the democratization of of communications and social media, everyone has a megaphone on their cell phone. What are some of the audiences that we might be talking to? Sure. So audiences would include board members who are not only an audience but also a messenger for your organization. You might consider talking to your donor’s. Think about speaking with your volunteers, folks who intern with you and also individuals who benefit from this from the services that your organization provides. Could even go broader. Mean journalists could be part of your communications plan. That’s right, whether that’s sort of, you know, outdated press releases or that maybe people still do them because you have to. But building relationships with journalist that’s right, could be a potential funders. People in the community government, depending on their work, the work you do okay, all of the above, all the above, and then they used data they want. They want information in different formats. A journalist, you know, might want bullets that they could carve a story around or craft a quick interview for. And then you have to know that they’re on a deadline versus funders would want more, more, more data. Rich Moore. Outcome driven. And not so much a headline and a lead. Exactly. Okay, I think you hit on something there. Tony is again twice in 20 minutes. It’s amazing. I think that the best point is stop. We’re wrapping it up is have a story. You have to have a story. You can’t just say we’re doing this. It’s great. You need to be able to explain it, and I’ll give you a quick tip. And this is something that you is gonna help you connect. You want to be able to Both are three things. You want to personalize human eyes and dramatizes story. You need to be able to make it two. In order for your story to be effective, you have to be able to personalize it. Say it affects people, might hurt them or health. Um, you need to humanize it. And so that way, in a sense of they can empathize with what’s going on and then you need to dramatize it. Need to say like there is some urgency there. We’ve got to fix this or else people are still going to be getting hurt because you could certainly talk about a number or statistics or fact and saying 1,000,000 people you know are affected by hunger every day or what? Whatever kind of fact, you figure. But it’s just a number that’s tends to be abstract. Yeah, no, we know you want to get storytelling, and I like your personalized human eyes and dramatized train. All right, let’s, uh we’re going to move away from the communicate buy-in principles. Now, you, uh, you talked about some best practices for moving a printed piece online. You say pdf doesn’t cut it. Or maybe maybe a. Pdf isn’t bad, but it’s not sufficient. May be necessary because it’s so common. A format. So what’s, uh what’s the trouble? Vanessa? What way? Not getting right about moving? Our resource is online. Well, so pdf so are still a valuable way tio share and communicate information. But as as you’ve pointed out, it’s no longer sufficient as thie on Li Wei as more of us are accessing resource is from our phones. Thie action of downloading a pdf is really cumbersome and not very convenient for today’s communicators. And so, as we’ve been updating and expanding Thie, the communications tool kit we were thinking about OK, how do we make sure that the content is not only relevant but as accessible as possible so that folks who actually use it on DH in that process we’ve partnered with Form one and came up with some really fun solutions for How can we break free from just relying on this This pdf and taking some of the content and best practices and concepts from our toolkit and putting them into a format of these interactive digital lessons. So giving people a chance tto learn by doing, giving them a chance to go through some fun exercises from the convenience of their their phone on DSO. In partnership with Form one, we’ve got these five great lessons on our website. It caused predications dot org’s slash lessons and those cover co-branding fund-raising measurement and evaluation, competitive analysis and and give you a chance to try it out right there. I think one of the other great things, too, is it? It’s much more share a booth challenge you have with Pdf. If you find a great lesson, you say, Oh, you want to share it with somebody? That’s a Tony. I want to send you a tip. I would say chicken download the pdf look Att Page 15 in the bottom right corner for the tip I’m talking about. That’s really hard to do. But if instead, if you have it where it’s much more digestible in a digital format much more cerebral and it’s going to help you, you’re gonna get to what you need quicker. What are some of these formats alternatives that we’re talking about? What you visualising data obviously. Pdf No one duvette Well, we’ll talk about one dimension ifit’s green. But pdf not very rich in visual ization. What are what are some alternatives? Sure, so there are no great infographics that you can put together, but something as simple as a pole Khun B. Really engaging, so putting together little bullet points and in fact so putting content together in smaller, digestible formats that is going to be a lot easier not to not only consume, but as Gabriel mentioned share So a wide of a wide range there of a different ways that you can consume that information. Okay. And a lot of organizations, they have a lot of great content already in these Pts, which is not t knock that. But it’s an opportunity to look at what you’ve done in the past and think about how you can reformat it where it’s much more digestible and terrible. So that way it doesn’t feel daunting. Thatyou have to redo everything. The contents there just think of ways you can make it more digestible by asking what your audience is looking for, what has been the most interesting or what’s the most thing you get. Most asked about his organization. Have that up front. Okay, Yeah, I gather the pdf is not going away, but it’s no longer sufficient because this is the 2nd 2nd panel where we’re talking about. In fact, the title of the other one yesterday was No one is reading your pdf like something like a great panel. I went there. Yeah, you stole their content later. No way were aligned when you recorded it and made it so much easier. Well, yeah, so I I Maybe, I guess. Yes. Pdf sorr no longer the and all. That’s right. And it was so much more we could do visually. Exactly. And it was really through that process of listening to our target audiences for this tool kit that we came to that conclusion on. So it was It was insightful contributors like Gabriel who who let us know that it was It was okay for us to experiment and to get a bit more creative. So in this way, we let our audience is be a barometer for our risk taking. Okay. We still have almost three minutes left together. Let’s spend a little more time. Two minutes. What else? What else did you sharing your 75 minutes with you already? And we haven’t talked about yet, but I was gonna share one of one of them. One each. It was you. You tend to grab the mic. Go ahead. Go ahead. I’m conscious of it. Thank you. We’ll get her share. I wanted to share some information. We ask tips from our audience. What is the best piece of communication advice? David, What you hear? And one of them I That was fantastic it is. Tell the truth. I mean, you want to put it in context with stories, but tell the truth. Great piece of advice. Good, especially in our current in political and government environment. And tell the truth, I shouldn’t need to be said. But it’s important to say Well, we also heard Keep it simple, don’t overthink things and test test test along along the entire process on DSO that really that really showed us that there was incredible wisdom in that room. And really, the most important tool in our tool kit is each other on DH. There’s an entire network here on DSO. We’re thrilled to be here at 19 and NTC to be able to tap into that that wisdom on DH, share it with our colleagues back at home, all right, and the way they are sharing this wisdom is by having you go to cause communications dot org’s slash tool kit for the ultimate communications tool kit, and you can also go to cause communications dot org’s slash lessons for the pdf alternatives. That’s right. Alright, they are Vanessa tonight, vice president that cause communications, and Gabriel Sanchez, director of communications at 1st 5 l A Thanks so much. Thanks, Tony. Thank you. Don’t hear opportunity. Thank your local. Thank you for being with our coverage of 1990. See all our 19 ntcdinosaur views brought to you by our partners at Act Blue Free fund-raising tools to help non-profits make an impact. We need to take a break. Weinger SEPA is They’re accountants. You know what they do. For goodness sake, do you need help? You help your 9 90 Need a fresh set of eyes on your books? Ah, some other kind of financial related accounting related audit. Possibly help you know where to go. You start at wagner cps dot com. Do you do diligence there and then check out, then talk to your coach to Don’t just check him out. I mean, you could see him on the website. It’s one dimension talkto pick up the phone. He’s been a guest. He’s not going to pressure you. He’ll tell you honestly whether Wagner CPS can help you or not. Get started at wagner cpas dot com Time for Tony’s take two. Summertime is planned. E-giving planning time. This is an ideal opportunity. You’ve got a little relaxed schedule. Your boss does. Maybe the board needs to be involved, too. And they do also. Probably no board meeting’s over the summer. So the you can work on your proposal your plan and, ah, pitch it upstairs where it has to go and get some attention paid to it so that you can have, ah, fall rollout or maybe a January rollout. So I think this is a good a good time to be doing that. Um, As you know, I recommend starting with charitable bequests those gifts by will for your organization that might be the place to stop. That might be. Your entire plan is just promoting charitable bequests. You could go further, but you don’t have to have a very respectable program with just request. But any case, bequests are the place to start. That’s where you want to begin your plan. There’s a little more from the beach on Ah, Cancun, Mexico, in the video at 20 martignetti dot com, And that is Tony. Stay, too. Now here is automated fund-raising. Welcome to Tony martignetti non-profit Radio coverage of 1990 si That’s the non-profit Technology Conference in Portland, Oregon, were in the convention center This interview like all our 19 ntcdinosaur views is brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact. My guest at this point is Brian Louderback. He’s vice president of programs and capacity building at network Fur. Good. Brian. Welcome. Thank you, Tony. Absolutely great. To be here is always Thank you. Thank you. And your topic is three ways automation will make Sorry. Will modernize three ways. Automation will modernize your fund-raising. This is like the click candy of seminars. Three ways. Seven steps. You’re familiar with our work rhymes for things you didn’t know. All right, all right. Exactly. Um, I am familiar. Listeners are familiar, but go ahead for the new listeners who may not recall what is the work of network for good? Sure. So what we’ve done is really taking a legacy of, I would say online giving enablement when we started 15 years ago and helping provide non-profits with a space to conduct philanthropy online and teach him how to do it. That mission has really evolved over the last day decade, and now what we’re doing is taking all those dates and data and with renewed determination have a set of products that really helped new to fund-raising executive directors Or certainly first time development managers create an infrastructure that’s going to enable Mohr annual giving and certainly from individual gifts on DH to infuse a little bit more revenue and retaining donors into their non-profit bloodstream and remind listeners you were last on with Lisa Bonano. Yes, you were. You were remote. You were supposed to think you were supposed to come to the studio. Yeah, Couldn’t make it. Southwest Airlines was not cooperating with our schedule going from the airport or something. I did? Yeah, they’ve grounded the plane and everything you know? Not really. They would have a via say Sure on DH. That was when we talked about the work of network for good. Listeners can find that at tony martignetti dot com, But for today we’re talking about automation. Yeah, So what’s the trouble? Why are non-profits slow to adopt? What? Wait, Give us the headline here. It’s a little bit of everything. Our experience has been in helping about 200,000 non-profits for the last decade. Obviously, we have access to a lot of data and what we’re seeing is a CZ we from the outsiders outside perspective. Rather, there’s been a tectonic shift in how consumers interact with the world and consume content. It’s now Khun B personalized Curie. Eight curated and the frequency of it can be controlled all by the customer, the consumer. And so what we find is in trying to push non-profits in that direction. Two things happen. One. There’s sort of this legacy belief that because we’re a tax exempt were somehow non-cash were technology exempt. You know, in the sense that well, we’re non-profit, people should know that we don’t have to do all those things because we’re put bing over money and programs, and rightfully so. But in this day and age, what we see is you need to invest, Yeah, you Not only do you need to invest, but you need to embrace and exploit the functionality because we see a need to be to really create a relationship with a donor at every level at least, and using digital technology to do it at scale. Because I think as we see the a massive influx of millennial donors and certainly lagging Gen X donors, they interact with the world in ways that a number nine envelope just won’t facilitate. You know what I mean? And so what? What the need is is not only to raise awareness about the need of technology, but let’s help that small or beleaguered or emerging nonprofit organization do it the right way by not only embracing tech but embracing what automation can bring from a proper tech stack. You know, you didn’t say the phrase, but I’m thinking as you’re listening to your scarcity mindset, Yeah, we just we’re non-profit We can’t invest in in writing in digital automation. You know, our manual processes have worked for so long, so well, right, we have volunteers will come. Exactly. But so and I actually, you know, acknowledge. Ah, that perspective. However, how do we know as a non-profit that we’re doing well? Is it because we have a 30% donor-centric retention rate and set a 25? And so I think what what our sector needs to do quite frankly, is to look in the mirror and demand Ah, hyre level of output and strategy and really, you know, donor-centric City to use a cliche. But you know, donor-centric fund-raising That’s nothing new we talked about it for decades, right? But But the idea is centralising. Yeah, the donor’s preferences over what is easy for the fundraiser to execute. That needs to be the discussion and how to get that done. Because in a world where we can subscribe to anything that we want through a Web platform through online, look at Netflix. I mean, Netflix does not renew its customers by sending them a letter 30 days before their subscription is going to expire, right? And so the idea that we, as non-profits Khun, do that in a household that is heavily digitized and automates all of its payments. Teo, certainly, you know, their mortgage utilities, and then everything they do is generally online. I mean, even my grandparent’s don’t send me a $5 bill in a card anymore. You know, I get noticed from Amazon that Grandma Lauterbach just, you know, give me $50 have to go online to retrieve it. So non-profits cannot continue to hold up their tax exempt status and the fact that we’re a charity to absolve themselves from the tectonic shift that has happened now and how consumers interact with the world. Let’s start with storytelling. Yes. I don’t have too many too many panels this this year on storytelling. Okay, I have in past years just I mean, it’s so general. What? You know what? What can we do digitally to automate storytelling, making more effective all the things that story would be compelling? Heart wrenching? Yeah, moving, Make it about. Make it about the people you serve as opposed to the money that you need. You know, non-profits have perfected ways and hyre consultants to figure out even more creative ways to frame their financial need. Well, as far as I know, there’s one point 3,000,000 and counting non-profits out there that all have a financial need. And so it’s not necessarily to distinguish yourself from all the other non-profits, but if you do it right, you do it automatically and distinguish yourself. And that is talk about the unique impact of your mission. Start quantifying outcomes instead of outputs. You know, it’s not enough to say that we feed the homeless. How many people do you feed on a weekly or monthly blazes? And how does that mark mitigate the problem in that community in that neighborhood? Let’s talk about impact. You know, that’s that’s the impact, not the outcome, right? Right. Outcome is a number of meals because I think what non-profits need to do is understand that I believe and see that donors aren’t giving to non-profits. They’re giving through them. And what I mean by that is in effect, donors are outsourcing their desire for public good and impact in their communities to non-profits who have demonstrated they have the capacity to execute and achieve programmatic outcomes. So if we’re not talking about that, two donors were wasting, you know, we’re we’re wasting column inches, so to speak, on paper and email on websites. Talk about why you exist and what happens when you are fully financed. The goal of a non-profit isn’t a balance a budget. The goal of a non-profit is to achieve a mission based outcome for its community. Where’s the automation? Come in. How do how do we use automation? Yeah, tow have these successful stories, right? So what it comes from is fusing together the available channels to us and, you know, let’s just keep it simple for the moment. So we have email, we have direct mail. We have social media and text. And so the idea is we need to leverage automation to fuse those channels together to create an actual donorsearch spear. Ian ce. Because the goal is, you know, I would say we’re moving beyond a era of Doner management to a new era of donor and engagement. And so a lot of the terrain donorsearch from Doner Management. A donor engagement. Okay, Yeah, yeah, of course. Right. And so into the idea that one communication and annual report or invitation to a cultivation event is somehow you know, that combination of things ends up constitutent donorsearch stewardship. I think that’s really that’s limited thinking. What do you want to see instead, right? What? What didn’t start what I want to see. It’s what donors want to see. What donors want to see is the systematic communication of the impact that their gift or all gifts added up achieve for a new organization. So don’t tell me when it’s time to give again. Tell me when you are going to make more impact, and so in that message needs to get appropriated in texts, in social media and email, and then integrated with direct mail. I’m the last person that says, Oh, direct mail’s dead it’s not. It will always be a fixture in what it is and how it is. We communicate with donors, but I think you know what changes is, how many times in how many touches that particular channel could be effective to that particular segment. And so the rial need here is to think about how everyone consumes information, and it’s all done on phone or not all but we see a vast majority of it on phone. And the big headline here is age is no longer that determining factor for what channel’s someone will use to interact with your organization. Rather, it’s going to be a combination of multi touch that’s going to really drive a campaign message because, like, think about in the context of counter urine giving on. We talk about campaigns and data, but the reality is it’s only non-profits. Their campaign is comprised of a ah direct mail piece that goes out on some Magic day between the day after Thanksgiving and probably before the 23rd of December, and they expect these miraculous results and so on, and some of them get them because they have loyal, committed donor. Does that look past the channel? The message and see that logo and align with didn’t want to fly their flag. But the other side of it is that a campaign is the, you know, systematic communication of information to drive a group for people to get a result. And that can’t happen in one channel. You have to remind people, you know, it’s the same phenomenon where you send a direct mail peel out, don’t get a response. But then you sent an email out a month later and you see this Number nine come back into your office and that is proof positive that a multi-channel touch is what’s going to compel Mohr gift giving participation, but most importantly, Maur engagement of donors so sticking with his story telling talk about being multi-channel and digital. How do you feel about what’s your advice around? Because I pretty common practice empowering our are beneficiaries to tell their stories themselves. Yeah, you know, empowering them with the phone or some simple instructions. Sure, I think that’s well and good, but I think we would agree is a sector that is extremely difficult to get donors to jump through that hoop and make that, you know, make that make that commitment to take an action. I mean, I would argue, probably. There are many board of members of boards of directors that are slow to do that. And we all know about their accepted if you do cherry responsibility. So I think, yes, capturing the perspective of the donors is great, but they’re not the one delivering the program. They’re not working with the person that is the beneficiary of let’s capture the beneficiaries. Oh, yeah, yeah, yeah. Okay. Beneficiaries right is powering them. Yeah, I think to the extent that it’s possible, Absolutely. But, you know, in the construct of like human service organizations, it’s probably I think we all would generally agree that the people that we’re helping house feed and give medical care aren’t in a position or, you know, if we want to Mads low. This discussion aren’t really thinking about. Gosh, how do I help this non-profits? Really? How do we get it? But it’s time for our last break Text to give. They’re five part email. Many course dispels the myths around mobile giving. You do not have to be small double digit gifts. They can be in the hundreds. They don’t have to go through the donors phone company. Those were a couple of the myths that are dispelled. You get all the display shin of the mystification if you get there. Five part email many course. And to get that it’s one part per day. You text NPR to 444999 We’ve got butt loads. More time for automated fund-raising you Khun, you can solicit there. You can solicit totally. You know, selectively. Of course. You know we want to be careful about exploitation. All right, But But I think the first whillans Argo and another way I’ve had some guests recommended empowering the people who are delivering the services, like sort of putting the focus on them as the heroes of the organization and letting them tell the stories that they of the work that they’re doing. Oh, absolutely, in the conveyance of the benefits, right. But to do that, you need to have a technology or a system or a process to harvest all that great information and that storytelling byproduct for lack of a better term and bring it in and approach effectively appropriated and distributed to, among all channels to the people that care about the most. You could do that from direct mail to YouTube channel tio. Sure texting with Linc. Yeah, and this is not Teo marginalize any of those ideas because they’re not only are valid, they’re good and they’re best practices. However, most non-profits that’s not step one step one for a non-profit is to understand their O to have shared visibility within the organization. And it can be at the volunteer level two but a shared visibility around what the organization achieves and make sure everyone is communicating that externally. So it starts at a staff and volunteer level. And I would argue Stage two is enlisting the beneficiaries, let alone the donors, and delivering that message. Because until non-profit stop talking about their fund-raising go goal as the Rays on Detroit to fundraise, then I think there’s more work to be done at the organizational level. So I would say it’s about the It’s about a sequence in about what stage appropriate based upon the human and financial resource, is that I had that an organization has part of what you were talking about, and you mention this, but with cult action, the engagement, a cz, the cult action as engagement had. What’s your What’s your advice around technology and supporting that? Ah, so you’re automation automation? Yeah, So it is automation. You know, people kind of use the phrase, set it and forget it. That’s not inaccurate. But it kind of creates this belief that once we automate acknowledgement and engagement, then we don’t have to worry about those donors or that group or whatever the opposite is true. What automation allows you to do is focus on the things as a fundraiser that you always wanted to focus on, but never of time. And that is what is the impact or what the result from this email did this subject line work that is called action work? Did this text message get engaged with, and so it allows the fundraiser instead of worrying about, you know, getting the email out or getting the letter out, it allows the fundrasing think about what is what is the actual result is this channel for this campaign achieving what I need to? And then if it’s not how doe I re calibrate or optimized, how do we answer that question whether that channel is provided giving us our ally, right? Well, so the first step, you know, the natural inclination of a fundraiser obviously see like is it bringing in money? And that is the I would argue that is the penultimate metric, the ultimate metric. First, to figure out if you’re if you’re content and if your message is resonating, is people are people engaging with it? Are they opening? Are they clicking and so wants you? Once you’re able to measure the, you know, a hopefully a steady increase in the level of engagement, then I think that’s when you can start to go to the next, not the next level. But then the second consideration is it raising money, right? So because there are many great messages you can put out there that engage a donor that don’t necessarily have to quote unquote culminate with a gift or philanthropy eso I would argue that the number one metric that every fundraiser needs to be thinking about today and moving forward is engagement, as opposed to just participation, just the amount raised and the date that it came in. And when is it up for renewal because, you know, engagement. There’s, ah, hyre relationship between an engaged owner and a second gift alone increase gift. Then there is, you know, just how many solicitations do they respond, Tio, Um, you part of what you say in your session description is increasing efficiency. Yeah, with the fund-raising platforms, right? What? What can we do? So the way the thing about efficiency is like, I was, you know, I’m a dumpster fundraiser of 12 years right before he returned to a big bad consultant and then network for good and all that funds. And I would I remember 80% of my day wass in a delivery. Logistics. How do I get this email out? How does this postcard go out This invitation Go out. And and so the idea is, let’s be planned ful about what all those touches are going to be throughout the year. Let’s use technology to automate as many of them as possible so that we can stay focused on the thing that actually matter. What What are some of the tools that you don’t think enough non-profits air using or are aware of or or tools within platforms? Yeah. What what? What’s under exposed? I think what’s under exposed is like, for example, in the donor management systems out there. Are you able to produce text and email, let alone integrated with direct mail communication? I’m not talking creating a list or a segment. I’m talking about actual fund-raising cockpit, right? Whereby you Khun Sure, pull your list, your lead select and all that fun stuff. But then create and schedule campaign to deploy a text, deploying email also and then to produce a direct mail piece that works within that er that fits within that message framework on DH, then also the portability of that content over to social channels Instagram, Facebook, you know? So I would say that the thing that non-profits need to be looking for again it’s going back to my statement about we’re moving. You know, donorsearch will always be something we need to do and the highest priority. But we need to move beyond technology a zey donor-centric construct and think about in terms of donor gauge mint. We have to manage our donors and segment our donors so we know who to ask for what reason what time and what they want to hear, And how do we begin a relationship with them? So, yeah, it’s looking at at the platforms out there that allow you to doom or than enter and report and analyze data. That’s a critical thing that we always need to dio. But then it’s like, Okay, how do we How do we take the insights from that analysis and apply them to production and engagement? And so that’s that’s That’s where we’re going. I think that’s where we need to go. Is a sector? Is Mohr software companies looking at the what neat. What constitutes engagement and creating a optimal donor experience. And the donor experience just isn’t a timely acknowledgement letter or a nice looking website. Instead, it’s end end throughout the year. How are we going to make sure this person knows we’re doing the job they subcontract us to do with their $10 gift, let alone their $10,000 gift? Okay, Uh, you got some big ideas. You get something? We got some time. We got another full three minutes or so. What? What else you gonna share? You haven’t done your session yet? No, no. What else? You’re gonna sew one of things that were going to share tell people were so Network for Good is releasing a white paper that we did on will be released at the at our session on Friday, and then we’re going to share it with the rest of this sector. But basically what we did is three year study that followed 2000 non-profit organizations and knowns that use multiple channels of digital technology to communicate. And those that did not the headline here and this probably doesn’t surprise you. The headline is that those that used to arm or channels to communicate and solicit and thank donors and year and giving had a higher average gift by about 40%. And those that did. I’m surprised we need data to make this point. I know I’m not talking about being donor-centric and multi-channel well, multi-channel not as long as donor-centric right, but it’s been a long time exact multi-channel. You’ve got to go where the people are. Well, that’s the thing is like, I think what what the sector has lacked is and an example that we could be held up and pointed to a success. While it’s a commercial example, I love it and we deconstructed in the white paper what Netflix does to achieve a 91% customer retain tension rate. They simply used data, segmentation, text and email and then, of course, have great content online, right? And the combination of those things and everything that gets touched in the in delivering those things create this composite profile of their users, so they know exactly what to say and what exactly what? Content to position. Now, that’s an extreme example. But I use it because Netflix doesn’t have this oughta magical technology that does it all forum. They’re doing the spadework that every non-profit has the ability to do at any stage, right? You don’t have to have a full time digital fundraiser or a data analyst to be able to do this stuff. It’s about basic block and tackle and being planned ful as opposed to react. All right, so this is a case study of Netflix, and yet case the lessons for non-profits. It’s not out yet, not out yet, be released on Friday and then the whole sector the following week, where we’re going to get it so you can get it at network for good dot com on you confined it on Facebook A ce Well, yeah, and we’ll be launching on. We’ll have a couple of webinars around it to really present the findings. But most importantly, is to present some how to things that non-profit due to, you know, starting quote unquote tomorrow. One of things that we’re offering is a no digital navigation kit. Basically, how to make a case to aboard that they need to invest in fund-raising how to make a case, your boss, that you can work more efficiently with technology. Basically, it helps the fundraiser make a case internally that guys, we have to adapt. And here’s why. Because sometimes fund-raising our struggle to make that case to a board or two a boss. And so do you want to make that easy For part of the cases? You’re already experiencing it right through Netflix. Amazon, right, Zappos, your experience in this this seamlessness and this great experience they’ve all raised the bar we now need toe be dragged along raised, raised up to mix my metaphor drag along. But everybody’s experience Our donors are experiencing this everywhere else online way. You need to be there too. And we’re creating this cognitive dissonance. Everytime we don’t, we’re gonna leave it there. All right, he’s Brian Louderback. Hey, thanks so much, Tony. And he’s the vice president of programs and capacity building and networked for good. You’re very welcome, Brian. My pleasure. This interview, like all the others for 19 NTC brought to you by our partners attacked Blue Free fund-raising tools to help non-profits make an impact. Thanks so much for being with us next week. Yolanda Johnson. She’s women in developments. New president 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 Tony dahna slash pursuant by Wagner CPS Guiding YOU beyond the numbers weinger cps dot com and by text to give mobile donations made easy text NPR to 444 999 A creative producer was Claire Meyerhoff. Sam Liebowitz is the lying producer. Shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein of Brooklyn, New York. Thank you, Scotty. You’re with me next week for non-profit radio big non-profit ideas for the other 95% Go out and be great. You’re listening to the Talking Alternative network. Wait, you’re listening to the Talking Alternative network. Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. Hi, I’m nor in sometime potentially ater. Tune in every Tuesday at 9 to 10 p.m. Eastern time and listen for new ideas on my show yawned potential Live Life Your Way on Talk radio dot and Y C aptly named host of Tony martignetti non-profit Radio Big non-profit ideas for the other 95% fund-raising board relations, social media. My guests and I cover everything that small and midsize shops struggle with. If you have big dreams and a small budget, you have a home at Tony martignetti, non-profit Radio Fridays 1 to 2 Eastern at talking alternative dot com duitz. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? 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Nonprofit Radio for January 25, 2019: Courageous Communication

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Maryanne Dersch: Courageous Communication
Maryanne Dersch says your nonprofit may be codependent and it’s stifling your communications. Are you afraid to stand out? Do you prefer middle-of-the road content to driving on the sidewalk? She may be right. She’s the author of the book, “Courageous Communication.”

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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. My friend the Scarecrow just got a promotion. She’s outstanding in her field. I just heard that today I got I stole that from a bank. A za bank joke. Um, I’m glad you’re with me because I’d be thrown into trauma nap. Tia, if I had to breathe while you told me you missed today’s show Courageous communication Mary and er sh says you’re non-profit maybe co dependent and it’s stifling your communications. Are you afraid to stand out? Do you prefer middle of the road content to driving on the sidewalk? Occasionally she may be right. She’s the author of the book Courageous Communication on Tony’s Take two Insider yet responsive by pursuing full service fund-raising data driven and technology enabled. Tony Dahna slash pursuant by Wagner CPS guiding you beyond the numbers weinger cps dot com Bye. Tell us turning credit card processing into your passive revenue stream. Tony dahna slash Tony Tell us and by text to give mobile donations made easy text. NPR to four four, four nine nine nine What a pleasure to welcome Mary Anderson to the studio from St Louis. XI is founder of Courageous Communication. She works with Non-profits to move from operating out of fear and scarcity to confidence and abundance. So they attract like minded donors and raise more money. She’s author of the book Courageous Communication. How Co dependence Is Making your Non-profit brand Boring and what to do about it. Marianne has a shoe fetish, a diet Coke fetish. And she sings karaoke E, which I call Carrie. Hokey. Ah, you’ll find her, her company, her book and her fetishes at marianne. Derschau dot com. And she’s at Marianne Derschau. Welcome to the studio. Thank you for having me. My pleasure. We’re gonna talk about coke and shoes and all kinds of thank you for coming in from St Louis. Thank you. I’m glad I made it. Yes. Your seven hours delayed yesterday. Yes. You got a lot of purple going on? Yes. Kruckel, hair, lips, nails. Yes. Okay. I just I just goingto embody my brand. That’s right. Live the brand for sure. Yes. You’ve got to be courageous. So Okay, um, co dependence you feel that organizations, maybe a little co dependent and you wanted to move away from that, Teo Courage. Yes. And I actually the thought of this concept in the therapist office when we were talking about co dependence, which the simple definition is when you subvert your needs for the needs of others. Right. So you’re not doing what’s right for you because you’re too busy doing what’s right for others. And so it’s that weight that we can’t be kind giving people. It’s just when that when we are subverting our needs, which builds resentment right in our personal lives. So I was looking at that as an organizational issue. I’m thinking, Wow, a lot of my clients are subverting their needs for the needs of their donors, right? So they are not doing and saying what would be right? Because they’re afraid of someone might what someone might think, right. So it’s all way they’re focusing on the loss, not the wind. So that’s when you talked about moving from fear and scarcity. So that is a lot of that Ideas like, if we say or do something wrong, something bad is gonna happen. We have to like Speaker act a certain way because we want to appeal to, you know, this group of people and that’s usually around around money. Okay. Okay. All right. And, uh, your therapist? No background? No, no. I was in therapy. I have a team of mental health professionals. You guide me through my, my, my actual therapist, actually just told me I should cut back to wait. Go back to five days a week now. So? So I’m getting I’m not After eighteen years, right? Things were getting better. Yeah. Um, All right, So what is this courageous communication? You know, of course we have the hour, right? So don’t go into Don’t go in there. Right detail, But just give us overviewing. What is this Courageous communication? So courageous communication is about not worrying about the people who don’t like you, but focusing on the like minded folks who share your heart in your mission and attracting them to you. So that is the simplest explanation. Don’t worry about the critics. Focus on the folks who have an affinity for what you d’oh. Okay, okay. You also encourage needing less praise. Please don’t be so needy. So the idea is level the purple in-kind together talking her hands are flailing hyre lips, and that’s amazing Hope. The Olan song. Yes, so right, so praise and criticism. So so again. One day I’m in my therapist’s office and and I was talking about how someone had criticized made a criticism and because I’m oh mirriam, you’re always in the spotlight or something and and then where other people would praise me for that same like skill are, you know and tendency. And she said, Well, Mary, and that’s just other people’s opinions of you and and it shouldn’t and they’re both the same thing. Praise and criticism are the same. They’re just other people’s opinions of you. And I’m like, Okay, well, that’s ridiculous, because Treyz feels really good and criticism feels really bad. And she said, A whole person really can manage praising criticism, right? So you don’t need praise to feel good, and criticism doesn’t derail you. Although one feels good and one hurts, you’re still going to be a whole person, like moving your way like through your life. And at that moment, I thought, Oh, my gosh, my clients are overly dependent on praise and terrified of criticism. And even if you meet people like that in person who are, like, very needy for praise their kind of exhaust sing right, and then it forms this sense of inauthenticity. So relationships reform with people and organizations are made of people, and we want to have an authentic relationship. And so when we’re when we need a lot of praise and are terrified of criticism, of course we send these messages that seem inauthentic, right and were afraid to like Show the true, the true truth of like who we are and what our organization is. And and so we think that that that’s super shiny, perfect image is what attracts people. But that doesn’t attract people. What attracts people is the real n’est, like they want to know who you really are and how they can help you with your struggles and the wins and the losses. And and all of that, just like we want to know from each other, you say You say have a point of view, right? And don’t be ashamed of that, right? Right. And people who have a similar point of view will be attracted to you. Yes, and those who do not will criticize or depart. And that’s not bad. Yes, because you want more of the people who share your point of view and fewer of the people who don’t exactly like the like the You don’t call yourself this, but like I’m doing it for you, you know non-profit therapist? Yes. Right. Yes. You’re you’re You’re encouraging this cognitive behavioral dahna scheme for non-profits right to use an organizational level. Okay, um, be strong. You say, You know, this is another thing. You saying the book be strong, be strong in your message and easy to find, right? So because the ideas create a brand of attraction to attract like minded people. And so if those people see that you’re standing up for the causes and the issues that they have an affinity for, that’s going to attract them to you. And then when you’re easy to find that helps you attract, attract those people. So if I have, you know, a desire to help a certain calls or issue and I’m looking for that, I can find someone who does that and then build build a relationship with that organization. Okay, we’re gonna take our first break, okay? And I want to say that when we come back, We’ll talk about how this is all very personal to you and not only the therapy, but you got some other things going on that that are interesting and and a little provocative. I will bear myself. Yeah, you in the book. So you read the book for detail, or you can hang out here and get get the Cliff notes version. Well, not really Cliff notes. I mean, we’re on for an hour. That’s not right. Get the get the audio version. That’s what I mean to say that this is the audio version of her book pursuing. They have a new free E book, which is the art of First Impressions. You need more donors. The Art of First Impressions. The book is about donor. It has the six guiding principles of ineffective acquisition strategy. It has how to identify your unique value and use it to attract people like Mary and I were talking about plus creative tips. You’ll get it at tony dot m a slash pursuant capital p for Please remember that. All right, let’s go back to creative communications. So you’re relaxed. You’re a burlesque dancer. You were You’re unashamed unashamed about the shoes, the platform shoes. That you? Yes. So you are. You know, you make those other things, You’re out there and you’re attracting people. How are similarly minded? Yes. And you’re not upset when people are, I guess put off. I don’t know if people are put off. Everybody in the world I don’t know. I guess I just don’t get carried away. All right, But you’re you’re out there for your own, for you’re in your own brand. You’re practicing. What, you Yes, yes. And my company to it is built on the same principles of a brand of attraction, right? And really connecting with with like minded organisations. And so it’s It’s less about worrying about trying to convince people you know it. It’s hard to change what’s in people’s hearts, right? We all we all have our philanthropic heart. We all have what’s in our hearts. So what’s in my heart and who I am? And so it’s hard to convince people of the worth of your organization. It’s hard to convince people that I look for like minded people, right? And your work. You probably do, too, and I publish a podcast. Right producer podcast and people who enjoy it will come to it. Yes. And so it’s this idea of of working less to convince people of your worth and that just attracting the like minded people. Teo, tell me about the burlesque. Well, that’s so I mean, I mean, what I call a midlife adventure, so I know why. Wouldn’t know. There’s nothing to be going crazy. Whoever heard of a good life eventually? Well, that’s what I call it on. DA. You know, I’m fifty three. It just turned fifty three, so And I just decided that you know her, so out about their age, you know? I love that. Well, why Why would I? Because I don’t know why, but lots of women are coy about Yeah. So fifty three three very. And that’s when you’re supposed to say, Oh, my God, you look great in here. You look amazing. That’s what you’re supposed to say, right? OK, thanks. So I just decided that I was feeling really confident. Like, I think women in their fifties. It’s a really great time. And you you feel like, really confident. Like I don’t care what anybody thinks. I’m doing what I want. It’s Sometimes I call it like your second act like after the kids are a little older and whatever you can go do. And I just decided, you know, this idea of feeling really confident about your body and and your sexuality and who you are. And in burlesque, the beautiful thing about it is the key. Everybody is welcome and everybody is beautiful, right? So big bodies, little bodies. We celebrate our curves and giggles. There’s trans bodies, you know, there’s one of the guys in my class is Ah ah did burlesque in drag. So, like any, you know any who any person you are is worthy of celebration. And so in a lot of times women, we get the message to, like, you know, like, whatever you are is not good enough, right? You have to like, Thanks. Put yourself in here and wrap yourself up. You know what I mean? There’s something about you that is unappealing. So in burlesque, it’s sort of like this idea of owning yourself. But also I did it for sort of command of myself and the stage. So as a speaker and trainer, you know, having command of your of your brain and your body, like in front of people, right? So learning I chose improv in stand up comedy, it But it’s a lot of the same skills, right? And understanding, like being in the moment, like being really in the moment and really selling something right. And so and it’s this idea of even though I was, like, terrified in my head, you know, I went out and what you just let go and just have fun and that that feeling of that intersection of fear and exhilaration that that’s that’s something that is that it is such a great feeling and and you know that, right? This stand up on the stage doing stand up there. The applause is over. It’s your audience. Are you going to make them laugh, right? Or are you Are you going to be embarrassed? Exactly. You got eight minutes go and and you just dive in. And And it is really about just being so present in that moment. And so that was the fun for me. Yeah. Yeah. Okay. Thank you. Thanks for sure. Fifty three millions fifty three. How bad you’re about? Uh, okay, so, uh, s so let’s talk about some communications? Uh, more brand promises you want. You want tohave? You want us to have a Is it just one? We have a brand in order to have a brand promise or one brand problem. Grimm Press What’s a brand program promises the highest level of thinking that the highest level of experience. So ah, brand promises something A promise that you make to everyone your organization interacts with on And it’s not always stated, but it’s felt so. I used the example of, like, a target because everyone’s been to target. Right? And you know what? It feels like it and they you know, they’re brown brand promise, even though they don’t say it is like, you’re going to have a good experience here. You know, like for some women like targets or recreational activity, Right? We, like, walk around with our carts, bring kids. Yeah, Yeah, you push the kids around. When my my oldest child, when we adopted my oldest child, like and I was a nervous mom to a three year old, you know, I would just go through target because I like target, you know? So ah, and s o. So it’s this idea of that promise that we make Teo to everyone we interact with. And then once we figure what out what that is, then we can then that can distill into all our messaging and our talking points and how our organization looks and feels well or it’s a grand process could see. I was going to say, How is that different than a vision? But but vision is what you’re trying to achieve. Yes. Yes. This is your brain is about This is about what you’re going to get when you interact with us. So so I’ll give you an example. So there is a national organization called Oasis that works with older adults. And they do recreation activities, volunteer educational. So as people are, you know, nearing retirement, you know, finding the free time in their life. Okay, Now I’m going to really pursue my own interests or do what I want. You know, you would turn to Oasis for for further education, for volunteer opportunities of exercise. Right? And so when we looked at them and we said what? What are we really promising people? And it was this idea of ah young at heart. Right? So being young and violent and feeling like life is full of promises, like no matter what age you are. And so when we created that young at heart brand promise U S. O, then it’s like, Okay, now we’re going to look at okay. They remain message, which then became Oasis. Lifelong adventure. There’s no one. So here’s the thing no one wants to help label. Nobody likes labels like Millennials Don’t want to be called Millennials, right? Seniors don’t want to be called scene like people don’t like labels, right? And so we couldn’t say for seniors or, you know, so it was this idea of implying lifelong, which is throughout life and adventure. But the brand promise was really this idea of staying vital. And so when you looked at the color, the photography, you know how how the organization looked and felt how people interacted with that organization in person and in print online did that? Did that make that? Did that? Keep that promise right? So once you have that, that’s sort of this feeling that just works its way through everything you dio. And sometimes it’s like so known. It’s just it’s a thing that people don’t really talk about it Just obvious and evident. And some. But it’s always good to define what it is. Because then you could really look and say, Are we communicating? That, you know, is are we keeping that promise with every with every interaction that we that we have? That was life, life, long adventure? Yeah. This is Oasis that well, they’re brand promise. Was was this ideas being young at heart? Which lettuce to the tagline like lifelong adventure. Like your midlife adventure? Exactly. Like you recommend adventures to clients to have no life, e Yes. So Okay, I hadn’t drawn that parallel till you just said that. Yes. Oh, well, this is why some property for thirteen thousand? Yes, it’s unlike you could be a part of my mental health team. Time organic xero fee. I can’t afford me. I know I can’t afford my therapy five days a week now, but so hyre. Okay, I don’t know where I’m going with that, but so are so You have the brand promise, and then you have belief statements. Okay. Yes. They seem to Segway from Okay. So yeah, so from the brand promise. So this came about because a lot of heat would say to me. So I I want to appeal to this group. So butt And yet I what appealing to this group may mean like hurting the feelings of this group. And and we’re not sure what to say, you know, and how to keep all these, you know, different groups, you know, from not offending anyone. And so I was at a workshop, and this woman said to me, You know, I work with women’s health and some of the women in the group are that that that this organization serves are pro life, and some of them are pro choice, and there’s always, ah, you know, and and I’m all work. It’s this constant battle. Okay, so so in their head, there’s a battle, right? So it’s like, so these beliefs statements then allow us to say, Here’s what our organization believes. Here’s what we stand for and these are five to seven principles that we just don’t move off of, right. And so one of those beliefs statements could be we we work to include all you know, points of view around, you know, this issue, I said, you just state that you’re trying to do that, right? So that’s a belief that you have a belief that she had was We’re doing our best to accommodate the most diverse, you know, points of view possible around this issue. But isn’t that contrary? Teo. Courageous communication. What we said earlier about not being fearful of offending some people. So so you’re not. It’s not that you’re offending. You’re trying to make space for both these groups that were a part of this this organization. So it’s it’s this idea of, like, Yeah, and we might We might we might We might fall down on that everyone so out. But we’re doing our best to accommodate everyone. So this is not an organization that has to take a stand on on abortion, right? Whether with the organization, right? Right, right. This is organization that was working in maternal health. White like maternal health. So it’s like, So there’s route that and saying, There’s room for and we’re doing our best. So one of the organizations I worked with in St Louis is called Episcopal City Mission, and they serve kids in juvenile court custody. And so the idea of why your kids in court custody. What have they done? What? How? And then they’ve minister to them, it’s called a minute. They call it a ministry of presents. So they minister to the kids, their mentors and ministers to them. And so this idea of creating these beliefs, statements for them allowed them to say, Here’s what we believe about the children that we serve and about And it also allowed them to talk about their religious, the religious foundation around that. Because then these air this is what we believe we believe that no child is should be defined by the worst thing they’ve ever done, you know. And so when you hear things like that, like, okay, and no one argues, no one can argue with what you believe. This is just what we believe. And if it’s not for you, that’s OK. So And it’s It’s a very freeing way because this is what we believe in. And if something it like if something comes to in conflict with that, then you know well, that that’s that’s that’s This is something we just don’t move off. Yeah. How do you develop belief? That? What are you telling you? Talk with your hands. I I’m pulawski demolition. We say we can’t You can’t talk with your hands strapped down. Yeah, yeah, that’s what I like to have zoo meetings when I explain concepts. A lot of times I used my hands, you know, to describe things, so okay. All right. So my developing within your organization, how do you develop? So most of them are known, but not said so get them in writing, right? Exactly. Yeo. Yeah. Yeah. So more. Yes. So So it just really depends on the organization s o. We asked people. So when we asked people, like, what do you believe? You know what? What? What? What? What? People on the organisms staff and bored. And then from there, we distilled it down. So we got a lot of input and then distilled it down into, like, five or seven things. So But when I’m working with an organization, I’m hearing them as I go. So I’m sort of like already taking a mental inventory, you know, and and and and and listening to what they are because a lot of times they’re just they’re just known and they’re not written. And this one of my clients that it’s called there. They call it the values, their value statement. It’s police stated value statement. I mean, you can call it different words is still the same thing. Here’s the unassailable things that we believe in. Right. And then there were working on putting them, like in the in a very prominent, Like when you walk in, like, here’s what we believe, which I think is wonderful, right? Because it just grounds everybody into that. Okay, Okay, way. Don’t stray from these, so if we’re going to embark on courageous communication. Courageous. Well, courageously. Yes. We’re going to change some culture. Some thinking within the organization, right? Because most organizations are middle of the road. You know, there’s safer. We’re not goingto for the reasons that we talked about, you know, they don’t want to. Ah, I don’t want to be provocative in their communication. Yes, maybe not. Take a stand or take a week or stand. So how are we going to get changed? You have some ideas in the book about changing culture. Tto make this shift correct. So non-profit culture is fundamentally risk averse. I think the board structure is the board structure. Like they’re in their mission to be like, Let’s not ruin this, right. No problem. I’ve been on the boards before. It’s like, Please don’t let let this organization die under my watch. Right? Right, right. All right. Like that was shot that Do you know those hos do no harm? Right? So So the idea is to switch from this idea of fear and scarcity. So I’m constantly scanning and thinking about what could go wrong to thinking about what could go. Right. So an idea of living in confidence in abundance and so how that happens is really from I work with organizations on on all levels, so I can’t just create cultural change through one person. So what I was doing before was like I could teach you how to write better Web content, or I can teach you howto have a more engaging brand. But if you don’t have the culture that supports that, that’s not that’s not gonna work. So typically it’s working with, you know, board and executive director at that level to embrace this idea of that, you’re going to go a lot farther. Ah, latto faster and achieved more success when we adopt the principles of of abundance, right and so and it’s and that’s calling Teo to the front. So here’s like, Here’s when we did take a risk and it paid off, right? So so because I think organizations, they’re doing this already there, just not giving themselves credit for it. So a lot of times it’s just like helping them understand. You’re kind of already doing this. We’re just going to do this in a way that’s really deliver it and the idea of and showing them the numbers of of, you know, how it. It takes a lot of time and a lot of money, Teo, to convince people of something rather than create, like fighting those likeminded people and attracted them to you. And it’s about relieving yourself of not at casting that really wide net of having to appeal to everyone. You know, Because what if What if we miss this dollar? What if we miss this? Don’t you know what? But I know I understand that. Yeah, but I want to get to that house too. Okay, So one of the things our first remind listeners we had a show called buy-in bitches. There were two women. Yeah, we’re who talked about who talked about getting buy-in that there was around it and technology project, But But you could listen back to that show because they had a lot of good ideas that are that go beyond just tech projects. Cool. Forgetting buy-in from from your boss from your CEO. Buy-in bitches. Okay, I’m sure if you go to twenty martignetti dot com and you start the word bitches, that’s that show, that’s so we’ll make itself apparent like those ladies. Alright, i e I love them too. We did that on the show just is organic. We You know, we don’t come up with the name we need to come up with a name of one of them Said we could be buy-in. I said we needed a liberation, was close and she I think and then I said, which is really did that just thinks. Oh, really? Oh, well, I forget whether she said it hesitantly. Or I said it boldly. I don’t know. But yes, love, Anna, But you also you mentioned you touched on something You say the book share the successes, share small successes when when you’re when you’re new form your new brand of communication does well get get Retweeted or yeah. Get special attention on Instagram or something. Great. Share it, share it and and share it with especially the board. Like, show them how this is work and give them the data to support this because they had their typically data driven Okay. Okay. So I want getting this getting this buy-in You’re also encouraging us to understand what the board’s motivations are correct. We’ll say little about. So you’re you know, you’re like I said the boards. Motivation is typically tio not mess up, but they also really they I mean, the board members really care deeply about what’s happening. And so when you can understand, like what they want to contribute what they’re what’s, then they’re what’s in their specific like, ah, mind how and and then pull that out of them. Then once they can increase their buy-in increase there, um, they’re emotional impact into the organization. Then we can. Then we can really work with them on taking those risks and coming with us. You know, for me, I’m, you know, I’m come from a communications background. I was on a board, and it was a lot of lawyers and accountants, and I was wondering, like, you know, how do I fit in here? You know, what is my gifts? And the organization is foster, adoptive cure coalition, that they’re my client now. I said, musicians what Foster and Adoptive Care Coalition. And I stepped down so that they could be my client. One of the things that we did is like these monthly our yearly meetings where we met one on one, the staff and board to talk about what our goals were, and then how they could contribute to those, And I think that’s really helpful. Another thing you suggest is be patient. Take small steps. Yeah. You know, you had over, like, a minute or so. Yeah. No, I mean, I think you just said it just you’re transforming a culture takes time, and it takes till it takes deliberate action every day. And so that’s why those successes, they’re so important, so people can start to see the transformation. And that’s a Olds. It’s been a month. And then, you know, let’s let’s move off this. This takes some time to really become part of your culture and just how people act and and think every day. Okay, we’re gonna take that break. Wittner, CPS. They’re kicking off a remote non-profit roundtable. Siri’s Each quarter, a Wagner’s sepia sepia will cover a topic that they know intimately detailed. And you need a basic understanding. That’s all you’re going to get in an hour. This is not a sepia, you know. Cielito SEPA credit course. You need a basic understanding of it. Their latest is revenue recognition for grants and contracts. You watch the archive video at wagner cpas dot com. Quick resource is than Webinars. Now, time for Tony’s. Take two. Are you insider yet? I’m pushing this because what do you get as an insider? Exclusive content. So today, with Maryann, we’re goingto produce her shoes, her platform boots that she’s about. You’ll see the purple thes. So there was shooting extra content videos short, like five minutes videos with each guest. And insiders get that on a private playlist. Now, some podcasters might charge you for that. You got five bucks a month or something? Whatever. Maybe seven. Eight bucks a month? Something? No, not non-profit radio? No, no charge. I just want you to be an insider. So you go to tony martignetti dot com and you click the insider alerts button that’s it. Prominent and you’ll be an inside its name and email, That’s it. It’s all I ask. You’ll be an insider, and then you’ll get the access to these exclusive videos that I’m doing with guests and, uh, including your going to see Mary Ann’s boots. All right, uh, let’s go back to Mary Anders and courageous communication, All right? Okay. All right. Yes, of course. My favorite thing. Tents. Are you okay? Stand up straight. Okay, okay. All right, so that the cops way talked about the culture, change, all change. Listening. Listening? Uh, you like, uh, discovery sessions and focus groups. So what’s the part first before we get to discovery sessions of folks, why do we have is listening How does a listening exercise fit into courageous communication? Okay, so when we, when we listen, Teo, so courageous communication is not too saying or doing whatever you want, right for the purpose of doing it. So when we listen, This is when we find consensus points in thinking that help is building develop our messaging and our brand so that everyone who’s part of it feels excited to share it. And s O You know, when I just want to make that clear, is when we talk about being a courageous communicator, that that that means that you’re speaking your organization’s authentic truth, right? And how we get to that is by listening. So, you know, what do we value as an organization? And then how can we present that in a way that feels authentic? Tow us and that but then is also exciting and engaging for those like minded people that we want to attract. And that’s where the discovery sessions and the focus groups come in. SoHo are we listening to? So for so So I I’ve used this cool tool call Discovery sessions for many, many years and S O. N. And it’s different. So typically a focus group, you would say, Here’s a couple of ideas we’re thinking about Can you give us some feedback around these specific ideas, right? A discovery session is more of an open ended conversation where you’re asking people how they think and feel about an organization. What attracted? Who are you asking? Well, I’m going to get to that. What’s so so about Non-profit? I would never platform boots and altum. Yes, so So So what we would do is create way create a cross section of people so bored staff, volunteers, clients creating a cross section in the room. Now, sometimes I would do it where, um, an organization would want different discovery sessions based on audience. And then it was up tio us to kind of synthesized the information, but most the times like that was a longer process and, um, or involved in an expensive process. And they wanted so we would take maybe twelve to fifteen people, put him in a room, board staff Like I said, you, Khun Dio, volunteers, clients, those people that are really close to your organization, they don’t even have to know a lot about it. Just have an affinity for it. And so sometimes people come in the room and they would say, Well, I just joined the board. I don’t know very much. It’s not about what you know. It’s like, What’s what? You’ve what you feel, What you feel right? Right? Yeah, right. You come. Why’d you join? So we and in the book I really lay this out step by step on how to do this, But we’re going to ask questions like, so, you know, tell me how to get the book. Just get the book right. What? Three words come to mind. You know, when you think about us. Like, what do you think that we do? That’s different or better? Because that’s what we’re looking for. Like our positioning. Right? And you know what attracted you? What? What would you tell people, Teo? You know who you think might be attracted to you? Would you tell people about right? So so that’s for two reasons. Because we’re planting something in their mind. That, you know, Hey, you should tell people about this. And if you did, what what would What would you say and what we’re looking for us. I said our consensus points and thinking. So when we do these, I have people write first and then speak and they write first. So that, like, if you and I were at opposite ends of the room and I heard, you know, everyone had the same thing to say by the time we got down Teo, you strain your Yeah, right, everybody. So I’m just going to not say that, because then I don’t think so. So we look at consensus points and running first, and then you got to read what you wrote. Exactly. And it’s a very strength space conversation. So a strength space, right? So you’re looking for what? What assets you have that you can present, And then how can you use those assets to connect with like minded people? So I just did this recently for a group that was starting their first sort of, like, big plan giving effort. And so we had a Yeah, right. Your your your wheelhouse. Yeah, And so it was the idea of, you know, These were people who had been long time donors and volunteers. So they were really the top prospects for this. But in But before we wantedto ask them formally, we’re asking them. Hey, how did you become involved? Like, what is your affinity? You know, what do you want your legacy to be, you know. And so most philanthropy is born of pain, right? Like so, There is a pain that I had in my life that I want to prevent other other people from happening. Right. So, right. So the pain of you know, you know, my parents, you know, we’re unemployed for a long stretch of time and write something like that. Right? And so when you asking people what you want their legacy to be, you know what? What? What? What? What changed? You want to see in the world, you know? Then you could really understand, like what their goals are. And so when we you know, when we did this, we got when we did these discovery sessions. We got so much information and not just around the plan giving, but just around who they were as people and and what and what their goals were in life. And how How can I How could an organization support that person? In many ways? Right, So so. And it’s It’s always we always get great stuff out of them, and people leave. People leave feeling really good. Like, Wow, that was a great use of my time. There was a very good donorsearch gauge mint. Yeah, Even bored engagement. Exercise? Yes, yes. So then what do you do with the with the synthesis of all this, Right? So just go. Yes, sure. So before you start, we usually have what we want out of it on the back end anyway. So if we’re looking for a messaging co-branding something like that, So we’re going to know what the front and what we want out of the back end. Sometimes people say like, this has happened so many times, people would say stuff in the room, and that would become their tagline, you know, and oh, gosh, yeah, but I can’t say that in the room. Right? Great sport. You catch it. Yeah, because I’m listening. I’m listening. And I’m scanning for you have the trained ear. Yes. And know what the purpose of the meeting is Yeah, and and and And there there were just creating a space for them. Tio Tio really express their thoughts around the organization and around their goals for their own with their own knife. Very informative, I think. Two CEOs, Teo full boards. Yeah. No, this synthesis, even beyond the product. Whatever it is, you’re looking for messages, right? Or or your promises or whatever, very informative, I think for it is. And it’s also, when you listen first and then and then develop later than we say to them. Hey, you know, because of what you said because of the guidance you gave here’s what we created, or here’s the direction we went. They see the impact. So if we don’t make decisions in the room and we make very clear up front like this is not decisionmaking, we’re not making a focusedbuyer. Yeah, you make want a pole or make a decision or, you know, get at least some priorities out of that. But this is about just this idea of Hey, let’s let’s talk. Let’s create this very specific space to talk about your thoughts around our organization, and then we can use that then to to help our decision making, You know, as a staff, a said struck me as outstanding engagement. Yes, for whatever. Whatever constituent. Cuz you’re bringing in volunteers. Clients? Yes. All the board donors plan giving donors get shot up. E-giving dahna. Yeah. Yes, that’s right there often for gotten. You know that they are. I’m the I’m the Evangelist without the religious overtones for planned e-giving at my client’s. Because it’s often the forgotten group. You know, there’s no recognition society for playing, giving you have a thousand dollars. Five thousand, fifty thousand dollar recognition, nothing for planned e-giving people who put you alongside their grandchildren. Right? And children in there will their life legacy. Teo, you can’t throw them. Ah, Recognition group. Come on. What do you mean? I’m not here yet, but, uh, I make the point. Dahna let’s take a break, and then we’re on our way. Okay, Well, when we come back, then we’ll talk about the authentic personality cause I feel like the info that you would gain from the discovery session of the focus groups leads to your unique personality and authentic personality partner. And and that’s important to know to learn. Tell us, can you use more money? You need a new revenue source. You want diversify revenue. Get a long stream of passive revenue. When cos you refer process their credit card transactions through, tell us infact you get fifty percent of the fee that Tello’s earns. It goes on for months and years with the credit card transactions. You watch the video, then send potential companies to watch it. Where do you get it? It’s on the listener landing page at tony dot m a slash Tony Tello’s For the video, we got to do a live listener Love the live love It’s going out. It’s going out to Ottawa, Canada. Say, I don’t like the way New York of the Ottawa No Ottawa, Ottawa, Canada Welcome. Xiang Xiang, Hyogo Costume, Shanghai China NI HAU Shanghai, not Shanghai I don’t like that Shanghai Shanghai NI Hao, Brooklyn, New York I don’t like that. It’s Brooklyn, New York. That’s the way they would say. Shanghai in Brooklyn, Brooklyn, New York, New York, New York Multiple live, love, All of you, all of you. I’m just going down the list. We’re not. Sometimes I go domestic and then abroad. We’re doing it all on her. And the way Sam wrote it down real court to Argentina. Would that be, uh, put a star days when a star dies? Argentina Riel, Quarto Live Love to you Garza Garcia, Mexico Buena Star Days, Moscow, Russia. Good dog. No, that’s German. Um, Moscow, Russia. Live live out to you Middle village, New York. That’s Long Island. Middle Village. Cool. Charlotte, North Carolina. Live love, special love going on North Carolina, of course. Tampa, Florida Adelanto, adelanto, California Live love to each of you are live listeners And there’s more out there But summer summer mask guarded. I don’t know why, but there’s more live love going out to those masked, guarded people if I didn’t shut you out and the podcast pleasantries the over thirteen thousand listening in the time shift pleasantries to you. Whatever you’re doing, you’re painting your house. You’re washing your car. You’re doing the dishes. Is that your podcast binge day on a Sunday evening or something? No Sunday evenings of fir e mails. I have to be Sunday afternoon. Podcast binging wherever. Whenever you’re listening pleasantries to the that huge podcast audience, I’m grateful that you’re with us. Thank you. Let’s go back to Mary Anders. How does that sound? Great. Okay, cool. So what do I say we’re going to do? Oh, your authentic self authentic personality. One may all right, flushes out what we got here. Oh, you have a quote. I want Tonto. Okay. Okay. Frame this little bit. Page eighty for when you get the book, you’ll see it’s paid for the more honest and authentic you are in your communications, the more you’ll attract like minded people. So we’ve been talking around that, right? That’s like, to me. I was sort of like a thesis. Yeah, a theme running through the whole book, But Okay, but so now we’ll talk about your authentic personality. Okay, What’s this about? So as an organization. So we’ve talked about your personality on the center of the universe. If you can’t say that, you only have one cent. That’s so let’s move it. Dang it, dang it. Shifting away. Right. Light is moving now to your clients and nonprofit organizations who are listening. Yes. So So it’s this idea of, of of your organization just really being who they are. So if your grassroots e that’s okay if you’re older and more established, that’s OK. When you try to present yourself as something, you’re not just like people. People are going to get that through. Yeah. So I was meeting with Ah, a woman that I’ve known for a long time, and she now manages donorsearch vise funds. And she said, Marianne, it’s my job to get below the gloss. The brochure gloss into what’s really going on an organization. And I said, Melinda, it’s my job, not tohave the gloss that you can really see right into an organization that they’re excited, too, to present that to you and that they feel confident, you know and who they are. And and so one of the ways that you do that is, you know, celebrating successes, but then also being really honest about your struggles. We want to and and and if it’s a failure, right? And I In the book, I cite the Engineers Without Borders in Canada. They always do this failure there. Their annual report is their failure report the top ten ways we failed, and I’m like, Okay, boy, that’s a confident but they’re talking about Here is the lessons we learned. And in non-profit, I think we’re not allowed to fail like we think you know and get that become part of part of that risk averse culture if you’re going to take a risk if you can’t be bold and courageous you’re going to fail some. Great. And here’s what we learned from that. And here’s how that helped us grow. And so that’s idea of the good, the bad and and that that’s what people want to know when they want to connect to, you know, in in St Louis, I’m, you know, I’m ah, fostered dogs, right? So that’s one might. That’s one of the things that we do before dogs and you adopt children, adopt just Yes, I am a rescuer by nature, so And so I and there’s, like with you. Yeah. Yes. So there’s several organizations that sort of do a lot of the same this kind of the same thing, right? So they’re all working an animal welfare, right? I’ll show you who’s sorry, where were there are working in an animal welfare, but each of them has a distinct personality, right? And so so what? The organization that I that I worked for it there a little bit gritty and rebellious. The other one is a lot more folksy, community based other one is like older, established. They work on higher level like advocacy and overarching like statewide doing there in the streets. You’re doing the work. You’re rescuing the dog, right? And so so. But each has their own personality. Jefferson City? Yes. Jefferson City, Missouri. Yes. Capital of Missouri. Well, hardly hardly known. Right. City lived in Warrensburg for five years. I was in here for firstborns. Were really Okay. All right, so so. But each one has their own distinct personality, and that’s OK. And so when When you are looking so if I have an affinity towards animals, I can I can look and I can understand, like the landscape and one which one I’m attracted to, right? And and And And so it’s just sort of like owning that like, you know, Hey, you know, this is this is who we are, and this is what we’re about. And and And if you like that, that’s great. And if you don’t, that’s okay too. You know, we’re happy to know us and a hard place to be lorts well to a future with Sorry. I wanna keep it on the chairs now. We’re on a shoestring budget here. Okay, So leading to this is you’ve alluded to this a bunch of times. You wantto take stock inventory? What it is that’s that’s holding you back. What your fears are? Yes. Okay. We haven’t talked about this yet. Yeah, let’s let’s flush this out. Because because if you’re going to be courageous in your communications, there are going to be worries. Fears. We’re going live donors, We’re gonna lose volunteers. The mayor isn’t gonna like us anymore. Etcetera, etcetera, You know, you gotta take stock, right, And then go ahead. You flush it out. Yeah, eso. And so it’s important to inventory your fierce because the concern isn’t going to go away. So when the benefit outweighs the concern, then you’ll move forward. So what I mean by that is when you’re going to have concerns and fears through this whole process. But But we’re working towards something greater. So we just need to learn what our concerns are and then make a plan to address them. Because boardmember Zehr going to say, Oh, my God. What if this happened? Okay, Okay, so what if that does happen? So let’s make a plan to address that. So people like plans because it helps them, you know, feel feel safe and like, Okay, so if we’re going to do this thing, and so what if somebody doesn’t criticize us? What do we dio? And then once we have, like, so a lot of times, you know, Remember when Non-profits were hesitant to get on social media? Because they we’re afraid of of negative comments, right? What if somebody says something? Okay. What if somebody does say something? How do we manage that? And and so because crisis PR to me is just something that happens not every days. Ah, huge crisis. But it’s just you’re going toe. It’s the price of doing business. If you’re doing and saying something interesting, somebody’s not going to like it, and that’s okay. But the people who do like it are the ones we’re concerned about. And so it’s this idea of Okay, What if somebody doesn’t like it? Then how can we address that? And there are, you know, times when I worked with groups where we really just said, Okay, what are all our concerns? And we put them on the whiteboard and we addressed each one with some with some strategies. To address each thing. What if this happened? Okay, this is what we would d’oh. Okay. Right. Okay. On benefits as well. You wantto take stock of the benefits, right? And so that so the idea is to attach Teo and and the thing is, like, you could have one hundred fears. But if you have one benefit right, you’re goingto work past those those fears. And so the idea is okay, as a group understanding, what do we really want for organization? How? No. What is it that it’s really want going to move us forward? And then once we agree to that right, and then so now we know how to get to that. Okay, now, this is this concerns, and we’re just going to manage these as we go with a plan for each one of your plan for each one. Because what happens right now is we’re making decisions based in fear, right? And so let’s make decisions based on rational thought. Right here is what’s best for organization here’s here’s the most efficient way to get what we need or whatever. Whatever it is instead of Oh, no, we can’t do that. That’s that’s that’s too. That’s too something right. So when And so the ideas. Yeah, I get that. That’s scary. But let’s make decisions based based in the rational thought, and then and then just just be mindful that there’s going to be concerns popping up you say in the book fears don’t predict the future. Yeah, right. I’m not a mind reader. I wish I could be. I tell my kids that, too, just because you think it’s all going to go wrong, it’s not. That doesn’t mean it isthe right. So and the ideas like this idea of being an abundance of scanning the scene for but what good could happen instead of constantly scanning the scene for what could go wrong? And that’s why I’m working toward the good right. And that’s a mindset that that, you know, I work for every day, as you know as a person and that that, you know, I work with organizations to Yeah, right. So we’re going to look at the world is a place of abundance and opportunity Instead of fear and scarcity. You got a car last break text to give. Can you use more money? I need a new revenue source. Diversify revenue. Here’s the second way. Mobile giving. You could learn about it with text to gives five part email. Many course you’re You’ll get five emails over five days. Just like my therapy. I could do, mate. I did my therapy in this way be a lot cheaper. So I’m sure five e mails way, Yes. So what do you do to get the five female Many course from text to give you text. NPR for non-profit radio and November Papa Romeo. Air Force days, Whiteman Air Force Base, Warrensburg, Missouri. Jefferson said he’s the capital. Text NPR to four, four, four nine nine nine. All right, we’ve got several more minutes left for courageous communications. Um, so staff expertise you have. You have a chapter on developing right on creating developing staff expertise. Yes. Yes. So just take a picture of me. Yes, you did. You know how to shoot a video, So I know it’s exciting beyond Zoom. You love Zoom I d’Oh d’Oh d’oh. Okay. Okay. So, staff. Okay, so I learned a phrase a couple weeks ago, and it’s It’s not my genius. It’s not my job. And I think that plays really well here. That’s about a about why’s that bad? Because then you have to be. You have to be excellent at everything. But you’re not a possum. That’s right. You’re a genius and everything, right? So, Souto, from your therapist E I learned that for I know. I was on Ah, CEO workshop. Okay. To be average it something. Yeah. Was your therapist? Yes. Yes. It’s okay to be just OK, which is still, like, completely unacceptable to me. But I’m working on it. I know more about your therapy than you do. So know. So. So staff. So so. So a lot of times organizations will, um, get bogged down in what I call a like. They think they’re fund-raising or they think their relationship building because they’re, you know, putting together a newsletter or, you know, an annual report. When I work with folks on that, that there’s only one you there’s only one Tony and Mary. And like some of my kinds, Larry, there’s only right there’s only one Larry or Galen are are the folks that I work with and and so you only you could build those relationships. There’s a lot of people who could do other things in your office, like, you know, the newsletters, this the social media that could update the contents of your website or something like that. And but there’s on ly one you. So when you are bogged down in this, either either two things one is you’re kind of bogged down in it because you’re expected to dio all the relationship building of fund-raising. And then you’re expected to dio all of the you know, the design and development of marketing materials and social media, or you’re doing those things because you’re a little hesitant to do the relationship thing, right? So sometimes people get into fund-raising positions, and they really that relationship building isn’t their forte. And, you know, they fall into these position and they confined administrative things, Teo time. And then they wonder why they didn’t make their money creating goals on DH there moves goals by the end of the year because they’ve because they’re not comfortable doing it s o They found distraction. Yeah, eso and non-profits tend to value money and not time. So they said we were gonna watch every dollar, but we have plenty of time, right, so we can weaken we can have all the time. So we’re gonna work people really long hours. And then because we’re going to keep all that in house, well, we could do that here. We could do that in house and what that does, is it, You know, Yeah, You’re saving money by not sending that out. But the money that you’re losing because of the because those folks, those that they’re geniuses relationship building, let them build relationships, because then they’re going to be generating the income, you know, and then offloading some of those, those duties, that anyone you look at this and say it, and I’m not saying like all too because, like, you know, at my old company five one Creative, I worked with a very awesome team of designers and developers, so nothing anyone could do anything. I’m just saying, what is what is your genius right? What is your gift and are? And is that your primary focus of your job is practicing those gifts because in the end, that is going to move your organization farther. You also make a point of saying, if you don’t have expertise in house, you’re gonna have to spend the money, tio by it. Freelance consulting. Any of the sites that match a big potential volunteers. Yes, but you’ve got to get the expertise you don’t have that you need. Yeah, and, you know, you could learn how to build a website, but then you’re never going to replicate that point. Don’t spend your time don’t spend. And so so yeah, So bring those people in, have them help you in boost you. And I realized when I started my company, I looked around. I said, what makes a successful business? And those people were spending a lot of time and a lot of money and a lot of investment into the professional development of their company and themselves. And I look and I see the same thing. And non-profits they’re bringing people in right there, ringing the highest level, thinking that they confined into really push them forward in a way that they couldn’t have gotten gotten themselves. And then they’re seeing a lot of benefit from that investment. Yes, You have to. You you can’t. Another guest on a couple weeks ago, it was December. You can’t be expert and everything. And there’s no point in learning things right. You don’t need to do what your genius at. Yeah, you’re wasting your time. You’re taking time away from your genius, right? You think you’re saving, but in the end, it’s costing you a lot more. We got about thirty seconds. Encourage us wrap it up and encourage. Yes. So you know, right now, it’s kind of a crazy time. You know, politically. Onda lot of non-profits are really kind of flipping into fear, right? And so, my I’m gonna encourage them to start scanning the world for the possibilities and the abundance around them and creating this brand of attraction so that they can keep that positive energy coming towards them. So that because all these types of our world is uncertain everyday. So when we’re certain of the direction we’re going, we can cope with that a lot. A lot, a lot more easily. Outstanding. You’ll find her at Marianne dash dot com. There’s an e at the end of Marianne, and she’s at Mary and, er sh thank you very much. Thank you for having me. This pleasure. Wonderful. And for insiders, Marianne has time effectiveness tips that we’re gonna talk about. Plus, you’re going to see the shoes next week, walks and runs with Emily Parks. If you missed any part of today’s show, I’d be seat 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 Tony dahna slash Pursuing by what you see piela is guiding you. Beyond the numbers. Wagner cps dot com By Tello’s Credit card and payment processing your passive revenue stream Tony dahna slash Tony Tello’s and by text to give mobile donations made easy text. NPR to four four four nine nine nine A great of producer was Clam Meyerhoff. Sam Liebowitz is the line producer shows Social Media is by Susan Chavez. 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