Tag Archives: crisis communications plan

Nonprofit Radio for July 14, 2025: We’ve Been Hacked! & Smart Data Storage

 

Steve Sharer & Danielle Elizer: We’ve Been Hacked!

Our panel from the 2025 Nonprofit Technology Conference (#25NTC), helps you with actionable takeaways to strengthen your incident response plan. You do have an incident response plan, right? They reveal the right responses and responsibilities for your leadership, IT, communications, and other key roles. They’re Steve Sharer from RipRap Security and Danielle Eliser with Chef Ann Foundation.

Brian Cavanaugh & Tiffany Nyklickova: Smart Data Storage

Brian Cavanaugh and Tiffany Nyklickova want you to avoid common data pitfalls while ensuring your data is smart, secure and searchable. They consider the pros and cons of cloud versus onsite storage, and explain how folder structures, filenames and metadata make your data organized and easy to retrieve. Brian is at The Vilcek Foundation and Tiffany is from Services in Action. This is also part of our 25NTC coverage.

 

Listen to the podcast

Get Nonprofit Radio insider alerts

Apple Podcast button

 

 

 

We’re the #1 Podcast for Nonprofits, With 13,000+ Weekly Listeners

Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.

Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio.
View Full Transcript

And welcome to Tony Martignetti Nonprofit Radio, big nonprofit ideas for the other 95%. I’m your aptly named host and the podfather of your favorite hebdominal podcast. And I’m glad you’re with us. I’d suffer the embarrassment of Salpingium fraxis if I had to hear that you missed this week’s show. Here’s our associate producer, Kate, with what’s coming. Hey Tony, this week we return to our 25 NTC coverage with. We’ve been hacked. Our panel from the 2025 nonprofit technology conference helps you with actionable takeaways to strengthen your incident response plan. You do have an incident response plan, right? They reveal the right responses and responsibilities for your leadership, IT, communications, and other key roles. They are Steve Scherer from a riprap Security and Danielle Ellizeer with Chef Anne Foundation. Then Smart data storage. Brian Kavanagh and Tiffany Nilikova want you to avoid common data pitfalls while ensuring your data is smart, secure, and searchable. They consider the pros and cons of cloud versus on-site storage and explain how folder structures, file names, and metadata make your data organized and easy to retrieve. Brian is at the Vilcek Foundation, and Tiffany is from Services in Action. On Tony’s take 2. Self-care. Here is, we’ve been hacked. Hello and welcome to Tony Martignetti nonprofit radio coverage of 25 NTC, the 2025 nonprofit Technology Conference at the Baltimore Convention Center. Our coverage is sponsored by Heller Consulting, technology consulting for nonprofits. With me now are Steve Scherer and Danielle Elliser. Steve is CEO and co-founder of Rip Riprap Security, and Danielle Elliser is senior director of technology at Chef and Foundation. Steve, Danielle, welcome. Thanks so much. Thanks. Thank you. Last year’s NTC as well. Um, your session topic. We’ve been hacked! exclamation mark an interactive incident response tabletop exercise workshop. It’s a lot there, yeah, but you did, yeah, there’s only one verb in all that, right? There is only one verb in all that in that in those two sentences. Um, Steve, our resident security expert, uh, why don’t you give us a High level view of what your session covered yesterday, yeah, yeah, so our session was all about how to prepare for a cybersecurity incident and how one of the main ways that you can prepare is by undergoing a tabletop exercise to simulate what an an incident is like uh with your staff before you actually have an incident so you get a chance of what it feels like and. And what you should be doing and if your plans are are set up in a way that’s actually gonna help you. All right, now we’re not gonna have the luxury of an exercise here on nonprofit radio, but I know you both have takeaways, uh, either from the strategies in general, but also maybe takeaways from yesterday’s session. Um, so let’s see, uh, Danielle, why don’t you, why don’t you start with some substance like what should we be thinking about? This is all in preparation. Uh, so we’re not gonna have, like I said, we’re not gonna be doing the exercise, but what should we be thinking about in advance so that when we do call Steve because we’ve been hacked, uh, his response can be, I guess, as as seamless as possible or at least we’re we’re best prepared as we can be for the for the what we hope never happens. Sure, um, I think the big thing we realized when we were putting this presentation together was that a a tabletop game is very similar to a cybersecurity incident and that. You have some rules but you don’t know all of the information and it’s going to change and you are not gonna be able to predict where you go um and so you really have to be flexible when an incident occurs I think the first step is calling someone trusted or having someone on your team to cover the security um and then just giving them as much information that you know. And working from there um it’s a really flexible process that you have to be able to pivot through um depending on what you find out. So you really would like to know who you’re gonna be calling. Maybe maybe it’s two different teams in case one is not available or something or. I step one is have somebody on your phone, yeah, um, because time is of the essence um and you don’t have a lot of time to spare so knowing who you’re gonna call is is probably the the first step, um. We were very fortunate that when we had an incident we had riprap um already contracted with us and they were my very first call and they jumped in right away um so knowing who you have on your team that’s gonna be able to help support you is gonna be such such an easier path than. Trying to figure it out when you’re in the crisis. Yeah, I mean you’d be interviewing firms in the midst of a crisis. Your head is not gonna be on the the interview process and you know what’s your timeline and what’s our budget? I mean, we need to, right, so these things all need to be in place should be having these conversations. Now unfortunately it’s very common to find somebody while you’re in the middle of a crisis. I know um Steve has mentioned that a little bit of they often get these panicked calls and you know everybody jumps on board and does the best they can but it’s so much easier to have somebody beforehand. Oh, they don’t know your platforms, they don’t know your user base. I mean, well, Steve is gonna tell us all the things that he wants to know when you make that call. Um, what can you share about the the chef Anne hacking? Yeah, so I’ll keep it general, um, we had actually started working with Rip rap a couple of months prior and so we had some things in place but not nearly we weren’t, you know, robust uh in the way that we had hoped and um you know we just started getting prepared and uh and an email came through to our accounting department they had they had the right form they had the right invoice they had everything looked good um I was like oh my gosh, we have to get this check out by the end of this week. Can you guys just make this happen? Everything looked good. Um, and somebody within our accounting platform just flagged it a little bit of like this is unusual usually I hear about this beforehand and pass it up to me or instinct instinct is Steve instinct for sure there’s a ton of value and instincts, yeah, for sure. I mean it’s that listen to your gut that if it looks weird, smells weird, it most likely is weird yeah yeah a flag like this person in accounting, and she was even apologetic too. She was like, I, I just don’t wanna bother you and I was like, oh no, no, no. You think this is weird? I think this is weird. Let’s go, um, and so we were able to bring in riprap immediately and resolve it, um, and thankfully there was no impact, um, we caught it early, but I I can’t overstate how quick it was, um, and how um unexpected it was, you know, it was a random Tuesday, you know, like nobody expects this on a Tuesday, um. And so it was really, really, really beneficial to have somebody on our side already um and just not something we ever expected even though we had already been preparing with them. So it can really happen to anyone. And after the fact that you rip wrap like maybe did forensic work for you or something. Did you figure out was it, was it uh based on artificial intelligence or had they penetrated part of your system to, to get the, you said it looked authentic, it had, it had the right data and what how did they how did they get what they needed to make it look so good? Yeah, um. I’m trying to remember, this is about a year ago. Yeah, so a lot of times the attackers will try to um Illicit like payment forms, invoice forms from organizations by pretending to be somebody that’s maybe in the world or in the network saying hey we’re a new vendor, and they’ll get some of this paperwork already um even if they haven’t conducted a breach of the actual nonprofit so that that wasn’t their case luckily they didn’t have the attackers did not have access to the Chef Anne Foundation computing resources, which is, which is great, um but you these these attackers, they don’t. Needed a lot of the times they can they can socially engineer and elicit a lot of this information from the finance staff and the other staff that are out there in the community. I have a panel coming up on the show, uh, yeah, later later today talking about the use of artificial intelligence in in in gathering personally personally identifiable information. So then not not again like to your point, not needing to go into the platform or the resources of the organization. But through artificial intelligence, putting it all together to make an invoice look real or you know whatever it is that they’re whatever they whatever their mechanism is for infiltrating making it look very authentic because it has so much personal data. Yeah right, right. So but that didn’t, that didn’t happen in your case, uh just before the explosion of large language models and BT a little ahead of a little ahead of that, yeah, OK. Oh, you said last year it was sometime last year. OK. Uh, so Steve, uh, all right, so hopefully, uh, folks have, uh, riprap security or another, uh, exemplary. It’s hard to imagine, uh, any other firm being as good as riprap Security, but, but, uh, you have, uh, you found one of the few that are, or you’re using riprap. What do you wanna know? Uh, first call, yeah, yeah, so I mean I, I think the, the first call we, we try to understand what are the timelines, who’s involved, like what are the broad sketches of the story, what’s happened to dates and what what systems are affected? What things are do we suspect that the attacker might have access to and that sort of starts to help us orient who in the organization that we’re working with we should talk to, what systems we should start focusing our forensics and technical experts on. And really start trying to work the problem and understand. I mean, um, a lot of the times our our customers when they have an incident they’re they have limited information they, they know that they had a weird email on a Tuesday and but they’re they’re looking to fill in the gaps, right? This is, this is as much of those kind of classic mysteries, you know, as it’s no longer, it’s not just a, you know, 22 minute like murder mystery on TV. It’s usually many days, but we, we try to sketch out and do that kind of. Investigative work to understand the timeline of that incident. I just thought of another reason why you’d want to have an agency lined up ahead of time for for you obviously need remote access immediately. Now we’ve got, you know, maybe we have to go through a hurdle to get that done. If it’s not lined up in advance, time is of the essence as you said, Danielle. And I, I think trust is a big area too, right? By the time the chef and staff had their incident, we had already spent much, a lot of time with Danielle and with the executive staff and other members that are, you know, doing the more hands-on work. So they knew me. They knew our team, they were comfortable with us. We didn’t have to build that rapport, you know, in a relatively short time. It’s just, it’s just a lot better and in the midst of a crisis in the midst of a crisis, right? I don’t know if I can trust these people, but he said something weird, but I don’t have time to worry about it, right? So I have a flag, but I can’t wave it. No. All that is resolved if you, I’ve already hopefully encouraged folks to have a relationship in advance. You know who you’re gonna call. OK, OK, um. All right, next step. I don’t know, Steve, you want to lead us through. All right, so you’ve gotten your preliminary information. Do you need the client to do something or what’s next? Yeah, yeah, so something we covered in the talk is how, how can you how can you best use the organization’s existing capabilities, tools and talents to help you with the incident. So we often talk a lot about engaging the communications and the marketing staff because they they know they already have a way that they communicate with their with their donors with their stakeholders with the with the the beneficiaries of the of the organization and by using their expertise you can craft really really clear transparent timely uh communications to the people that might be affected with the incident. We, we see that’s interesting so you’re you’re the guy you’re the you’re the tech guy, but you’re concerned about the, the outward communication. Absolutely, because I mean what what’s a nonprofit without a lot of trust, right? And, and we, we see a lot of examples in the tech industry in broader business world and nonprofits that. Organizations that have incidents that aren’t transparent about it that aren’t sharing the whole story they’re not being timely about sharing the information the trust in their reputation is severely damaged and so they get less interest they have you know if they’re a company they they lose a lot of customers um and. The instant response process is about trying to maintain that trust and that reputation and reduce the impact of the incident. Danielle, so what’s going on at the Chef Ann Foundation now in the 24 hours since you’ve called Steve, what’s happening. So Steve is doing, Steve and his team are doing all the investigative work of like, OK, what has truly gone wrong? Like what do we need to find what’s out there? What’s the scope of this because often it feels just like the tip of an icebergs are they. In the system, you know, um, and so he’s handling a lot of that also communicating to my team. My role at the time was to communicate to our internal team because I know Steve. I’ve been on a call with Steve every week for 3 months, but they may not know Steve as well, and now my board wants answers. So my role turned into very much that internal communication network of like, OK. C-suite, here’s what’s going on on the edge of the cliff. I know, I know the ending was I already know the ending, but I’m still intrigued by the by the time by the unfolding. Yeah, because everyone’s everyone’s concerned, everyone’s just here to do their job to make the world a better place. That’s what we’re here for. We’re not here to build like a Fort Knox system, so when something goes wrong, it’s like, oh no, have we been too focused on. The healthy meals for kids, it’s chef Anne for sake, it’s not we make lovely food. It’s not, uh, you know, it’s, it’s not nuclear nuclear arms negotiations. Does someone have a vendetta against whole grains? I don’t know. I really like quinoa, you know just not agree with my stomach. And I’m lashing out. She had a recipe on she had a quinoa pudding recipe on the website just last week and I was very annoyed. So let’s go ahead and, yeah, exactly. So it’s, it’s, it’s a big sea change for the organization, um, especially the teams that you work regularly with to shift and say, oh no, this is actually now a current crisis and something we have to worry about that presentation next week is no longer my priority. And so it’s often a lot of soothing the internal team and also trying to communicate in the easiest method possible to the internal team like they don’t care that it was a business email compromise with uh like an MFA concern like they don’t want to know all of that they just wanna know we’re safe, we’re OK, we’re working on it, keep doing your job, we’ll let you know when we need something from you. And same with the board. The board just wants to know we’ve got it covered, so it was a very easy thing to be able to call my CEO and say hey this is what’s going on. I have this update. I’m gonna send this to the board. I just want you in the loop. You can send it to the board. I don’t really care how this process works. I just need to communicate what I have, um, and so it really became more of a like a switchboard operator of trying to keep the organization. Calm and steady and on the right path while rip rap was able to like resolve and actually investigate a lot of these technical pieces. And how about with your uh your marketing communications team that Steve mentioned were you were you talking to them or did Steve talk to them directly or what we loop them in um Steve’s recommendation. Uh, we were very fortunate that we didn’t have a public, uh, kind of incident. Um, it was very internal, so we, we loop them in just in case there was a larger impact that we needed to involve them on, but, um, they were, they were ready they were right on board. I mean the marketing teams can spend on a dime, so they were prepped, they were ready they had some language already written up by the end of the first day just in case. So it was really a coordination between all of the parties in the first 24 hours you’re not sure what Steve’s. All I know is that all of my meetings have been canceled and my CEO was trying to buy me pizza and my husband was bringing me coffee and I was like, alright, we’re we’re in it now, you know, um, you’re still in the eye of the storm. Um, all right, what, uh, Steve, lead us to the timeline. So we’re outside the 24 hours now. You, you know more. What, what, what have you, what did you, were you, yeah, what are you able to uncover in the 1st 24 hours? Yeah, so it’s, it’s a lot of um timeline information, right? When is the, when is the email sent? When is it opened? How many people receive it? How many people looked at it in the organization, um, what can we learn about the the information that you don’t get to see in the body of the email but that’s attached to it so information about the email itself when it was sent who sent it doing that kind of deep forensics work to understand can we track down who was responsible for it. Um, and can we, can we report them right, and, and try to shut down the fraud. That’s good. All right, let’s keep that open. There’s a mystery that I don’t know the answer to, um, but there is, there’s a ton of email sometimes you see it when, uh, an email is undeliverable, then you see all this string of, I don’t know if it’s called metadata or accompanying like emails fly all over the world instantaneously and, and sometimes you see this. This is just to me it’s just meaningless characters, but you can decipher a lot of information about an individual message. Exactly, yeah, so we we get a lot of information about how the email traveled across the internet from where it was sent, the computer that it was sent to where it was received. Uh, we can understand if the person sending the email uh is trying to hide their the the true email address of the um the person that sent it. Um, and we, we can use it to uncover all of these indicators that yes, it is a malicious email because a normal person isn’t sending an email with all these weird kind of factors in this metadata that you see. And so it it is um it is a lot, it is possible to. Um, understand a lot more by looking at this metadata and then to use that to pivot the investigation to say have we ever seen the same person try to attempt the same thing against the organization or other organizations that might be in the chef An network right partner organizations, um, you know, beneficiary organizations to say let’s just make sure that. Um, the attacker, if they really do hate quinoa that they’re not going into the quinoa Association and trying the same attack on them and so we, we look for these opportunities to say, hey, how can we help other people in the network or how can we make sure that other people in the network aren’t affected because we know nonprofits are so highly connected. Oh wow I’m I’m impressed by your uh. Holistic thinking like the marketing communications team, get them involved. I wouldn’t have expected the IT forensics, you know, expert to suggest get marketing involved and same thing with, you know, other agencies that we don’t even work with, you know, but can we support the network or at least, you know, inform the network about potential, should we? I’m impressed by your holistic approach we try because I think. So much of the risk is from third parties, right? It’s not always your organization that’s gonna get attacked. It’s maybe your vendor that gets attacked and that they the the attacker is able to gain access to that vendor’s email system and then the attacker is sending invoices from a legitimate vendor’s email address to you to try to get you to send money to a new bank account, right? That’s a very common thing we see. So it’s not even, you know, the chef and foundation can do everything right 100% of the time with security. But if their partner organizations aren’t doing the same thing, they’re they’re still potentially at risk for getting these, these kind of attacks. All right, take us through the timeline now. We’re beyond 24 hours. What’s unfolding? Sure, so we, we think we, we really understood after that 24 hour period that the incident was really limited, that there was, there was the funds were stopped. That’s, you know, of course the main thing. There was no access from the attacker into the organization. Danielle, what was the? I think they timed it perfectly. It was like 49,000. It was just under the cusp of that 50,000 where a lot of organizations want to review. OK, maybe require more signatures or or additional review. 9 999 car dealership. OK, I’m sorry, that’s OK. Yeah, so I think knowing being able to communicate that there that while there was the email that got sent, there wasn’t a true incident in that no money exchanged hands. There was no um breaching of chefan accounts or computer systems. And then being able to communicate that it just sort of brings down the stress level of everyone and says, OK, like this is, it was, it was an event, right? It’s not an incident because there’s no real impact because there’s no money changed hands. It’s very limited scope you can reassure the board, CEO, yeah, my accountant can stop hyper hyperventilating, uh, you know, like so everybody can just kind of calm a little bit and and we start, we start turning. We start moving towards closing out the incident, but and but it’s, it’s and this is where we say we like to use the phrase like never waste an incident. Right, never, never waste the opportunity to learn from what happened in the incident and make changes based of it. We see a lot of organizations that have these lesson learned sessions afterwards. Oh, we did this well, we didn’t do this well, but what we see the gap is nobody is assigned specific action items with due dates of things like, hey, we want you to go and turn on this technology or for any invoice over $5000 it needs to have a second set of eyes on it. And so taking these learnings and applying them to the organization and working it into the workflows, not just the IT and the technology side, but the finance side and the and the communication side just so that you’re more prepared next time and you’re you’re. You’re, you’re building some muscle memory for the Danielle, so in the session, uh, what did you see what shortcomings did you see that folks, you know, in their in their tabletop exercises were not, you know. Yeah, it was really interesting um so the way we structured the session was the 1st 20 minutes were like a quick. Slide show presentation of here’s what you need to know. He’s kind of the stuff that’s gonna come at you and then the incident that the exercise began and um it was really interesting because they wanted more information oftentimes they’re like, OK, so somebody sent you know somebody sent a bad invoice now what? and I was like, yeah, now what. You get to figure that out and they’re like, no, but the page is only like, yeah, that’s part of it like you only get like 3 touch points of information to lead your way into this process um and it was really interesting to see how that clicked on and they were like, oh this is this is like just like it would be, um, and they started asking the questions of like, well, could we do this? Could we do that? How, how did you handle this, Danielle and I was like yeah yeah. You’re gonna have Danielle’s expertise. Daniel’s wisdom from born from born of experience when you have your crisis. Right, right. I mean we do want to give them a little, a little nudge here and there, but there are no wrong answers, just trying to learn the process and I think the other thing was a lot of them saw um how stressful it can be um even in a purely hypothetical. You’re at a table with 5 strangers at a conference rolling a dice, you know, it’s still stressful, right, there’s this is, this is purely hypothetical, but still imagining your organization going through something like that or making it real of like who would I call? What would I say to the CEO who who’s the marketing head? Um, was a really good way for them to kind of envision and realize, oh this is just, this is at the lowest possible stake level, which means when this happens, if this happens, this is going to be so much more stressful and we really need a plan. Um, all right, so I don’t know who I should ask to, uh. Uh, we opened with you, Danielle, so I’ll give Steve the opportunity to bring closure to, uh, to our incident. Uh, what, what, who is it from? What were we able to find out? We were there any we able to point the finger at a person or an agency or a company or a country or and, and what, what was the. Yeah, yeah, yeah, so often times these things are the the sort of uh the the end of the story, sort of the the final uh solving of the mystery is is kind of anticlimactic. I I know I wish I could point to, oh yeah, that guy Paul in Saint Louis, like he was the guy that sent it. You often can’t get that level of information. Um, but we’re, we were able to understand, hey, these are the computers that send these emails we’re able to disclose them to entities like the FBI just to make it part of their larger cybercrime tracking domestic it was from inside the US it was from inside the US, um, and then what we, what we really spent a lot of time on is, hey, is the plan that we’ve made for cybersecurity in the road map we’ve worked on with Danielle and her team, what changes do we need to make? Uh, to that plan of how we’re gonna improve how we’re gonna work together to improve cybersecurity based on what we learned from the incident. There are certain projects that we, we pulled up, may may happen sooner, some we delayed, um, and it really, it really. Led to a situation where we’re just constantly able to update the, the strategy for the Chef Anne Foundation to say, hey, we have this thing we learned a lot from it and here’s how we’re gonna apply that in all the work that we do, uh, going forward. Danielle, I guess, uh, kind of epilogue, what made you contract with riprap three months in advance? What obviously not knowing what was coming. Well, what, what was the impetus for putting a relationship in place? Yeah, actually a little bit of a full full circle, um. I had attended the uh nonprofit tech conference in Denver and that’s where I met Riprap um at their presentation was just 2 years ago that was 2 years ago yeah and so um started working with them after that and I really really enjoyed our partnership. They completed a full road map assessment and so it’s um it’s pretty fun that we met at an NTC and now we’re presenting about this at an NTC. That’s great. I got chills synes. I got I got chills um so that’s. Good. The the epilogue is is excellent. All right, even if the, the outcome, so, uh, just going, Steve, going back to the uh what you were able to pinpoint like could you get to a county or a state? We have a rough like right we we get rough information, right? You get like, you know, rough geography here’s the the town or the city that they’re kind of by was, you know, I think Washington state based somewhere in in the Seattle area, but from there it’s a little hard to to to pinpoint beyond that. You have to really be law enforcement. or you know some spy agency that you can’t glean from from our side or while they’re doing all this incredible investigative work, you know, I’m trying to keep my people calm, having that final report to my board, to my C-suite to say, hey, here’s what we learned, here’s what we’re doing, here’s how we’ve processed this was really, really tremendously helpful. It gained a huge amount of trust from the board that our organization was taking this seriously and that we were prepared. Um, and we’ve gotten so many kudos from them on that incident, so it was, it was truly a learning opportunity that we were able to grow into something more. Yeah, and I appreciate the trust building too that they know that you’re on top of, well, you are the senior senior director of technology that they know technology is secure. It’s something that, you know, maybe you’ll report once a year or something, you know, but they don’t have to be concerned about as a board or even the CEO, you know, all right. Outstanding. It’s a good story. It’s a good story. It’s a good story with a good ending. Yeah, yeah, I’m glad we got the epilogue out. That was very good. Uh, they are Steve Scherer, CEO and co-founder of Riprap Security, and Danielle Eller, senior director of technology at the Chef and Foundation. Steve and Danielle, thanks. Thanks very much for sharing that story. Thanks for having us. Good to see you again. Thank you so much. Thank you and thank you for being with nonprofit Radio’s coverage of 25 NTC, the 2025 nonprofit technology conference where we are sponsored by Heller Consulting. It’s time for Tony’s take two. Thank you, Kate. Self-care. We just had the long holiday weekend, 4th of July. I hope you took care of yourself as well as family or friend obligations. Hope you’re taking care of yourself this summer with time. With the sort of chaos that’s uh emerged from the, the budget bill that passed and it’s bad impacts in a lot of areas including Our community. I it’s just so important for you to be thinking about yourself. It’s not selfish to do self-care. That is not selfish. That’s the best way. For you to care for others. You have to take care of yourself first on an airplane, you put your oxygen mask on first, then you help them, then you help the children who are with you, right? You put your mask on first. You gotta take care of yourself first, then you can be your best person bringing your best self to taking care of others, helping others, even working, just working with others. So please, uh, several weeks ago, I reminded you about your meds from Mico Marquette Whitlock, taking care of mindset, exercise, diet, and sleep, the meds. And I would also refer you to an episode from March, March 31st. It was with Jennifer Walter, the social worker. That episode was Mental Wellness Among the chaos, March 31st. Please Take care of yourself this summer. It’s essential. That’s Tony’s take too. Kate Though I was gonna miss my cue, didn’t. You thought I was gonna miss my cue again. You set you up I set you up. People can’t see obviously as when we, when we speak as a podcast, but Uncle Tony kind of, he leaned in and then like took it back and then he went for it. Yeah, set you up. led you in, led you in thinking, oh my God, 2 weeks in a row, he’s gonna miss his cue or miss the queue, miss my cue, I should say. Well, at least you’re not forgetting my name. Yes, right, we’re improving. It’s, it’s an upward slope. Things are getting better. I remembered your name this week. We’ve got Beu but loads more time. Now it’s time for smart data storage. Hello and welcome to Tony Martignetti nonprofit radio coverage of 25 NTC, the 2025 nonprofit Technology Conference at the Baltimore Convention Center. We’re sponsored here by Heller Consulting. Our topic right now is data disasters, smart storage for nonprofits. Bringing that to us are, uh, Brian Cavanaugh, director of digital at the Vilcek Foundation, and Tiffany Nilikova, the information specialist at Services in Action. Welcome, Brian, welcome Tiffany. Thank you for having us. Thank you pleasure, pleasure. Um, let’s start with an overview. Uh, why don’t we start with you, uh, Brian, just as we have plenty of time together, but if you could just give, uh, an overview of the Amy, he’s gonna do an overview of his session and, uh, what, uh, why, why you, you all believe this is important for, uh, for our, for our nonprofit community. Well, we’re using data disasters that nonprofits face, uh, the hardware failures, natural disasters, uh, staff turnover, funding cuts, etc. uh, as ways to talk about data resilience and how data resilience can make organizations information more smart, secure and accessible, uh, to deliver programs, uh, and mission critical work. OK, now you did not put data resilience in your session topic. Maybe that was, uh, maybe I was gonna turn people off like data resilience. Oh my God, I can’t imagine anything duller than the data disaster. Now we’ve got, now we’ve got an alliteration. We’ve got disasters, we’ve got crisis like there’s tornadoes whirling around us. There’s a sense of urgency, yeah, right, um. uh, but you, Tiffany, please, uh, why don’t you define data resilience for us? Data resilience is about taking care of your data in a way that protects the organization’s, uh, integrity. It’s uh. Data resilience is about um building a structure where you can rely on it we talked about how you can manage your information in a way that it’s faster it’s quicker you can respond to things a lot better when you manage your data and the resilience of it. Um, so I imagine there are some things that we’re not doing quite right about, uh, data, data management, and you specifically say data storage. Uh, I think we want to talk about, uh, cloud versus uh local. Why don’t you keep going for the time being, Tiffany, um, lead us into like some, some of the pitfall. What, what’s some things we should be doing smarter? So like you said, there are local storage solutions and their cloud-based storage solutions, and they offer a lot of pros and. Cons and it really depends on what you’re looking for. So with the cloud obviously you can work collaborative collaboratively with your colleagues you can access your data from anywhere. It’s a very robust system it can grow with your organization the fees are fairly low, uh, but you do have the risk of unauthorized access. uh, you know there are cyber threats that are much more real. Um, also you have authorized access so one of the things that we were discussing is when you click I agree, what are you exactly agreeing to? That nobody reads all that, right? I mean there’s 19 pages scroll to the bottom to say I agree. Absolutely sometimes I think it’s a game to see how fast, well, you know, no I don’t, not every time but before this session I specifically do sometimes, but you know what, this is a great way to use chat uh use AI Chat GPT can read it for you now and you can ask the chat GPT questions. What do I care about? What stands out for me? How does this compare against other companies? Uh, and one of the things that I care a lot about is the authorized access. So when I click I agree, I’m giving, let’s say Google Drive access to my data. They scan it for their own compliance with uh policies, but also, um, they might use it in their marketing. How do I feel about that? Is my community vulnerable or are they up against discrimination possibly? So what are my responsibilities with that and when, when I expose my data. I’m exposing a lot of people, so your local solutions are, you know, uh, external hard drive or network attached storage or a solid state drive, uh, external hard drives, there’s all sorts of ways that you can move your data from when you’re working on it to storing it that doesn’t involve the Internet. So the pitfalls of that are you can’t just access it from everywhere. You don’t work collaboratively, so you might end up with tons of drafts of the same document. Uh, but you also have much more control because it remains within a physical space. Uh, you are, it is, um, vulnerable to attacks to, uh, sorry to inadvertent loss or to, um, to, you know, damage it can be, you know, fire, fire damage we talked about, uh, just going kind of extinct some, you know, like floppy disks where are they? No’s using those anymore, you know, so that can happen in the future. So like I said, there’s pros and cons to both. Um, what else in terms of, uh, pitfalls, what, what else, Brian, could we be doing smarter besides uh storage? Uh, well, we need to think about antigrated file types. Uh, so we’re talking about the WordPerfects and the quark files and the floppy disks and all the type of data that may not be as accessible as it once was. And so we need to think about futureproofing that data by using recommended and preferred file types. Um, which is something that that the Library of Congress does very well, uh, by researching and publishing, uh, those recommended file formats in a statement, um, and so you can, you know, think about your data, uh, as a long term investment. Um, by using those recommended file types so that you can have access, you know, long into the future. What are the preferred formats? Are you able to name the top two or three? Sure, so for digital text-based formats, um, you’re gonna look at PDF, uh, PDFA, uh, for digital images, you’re gonna be looking at TIFS primarily, uh, JPEG 2000s, um, and for video you’re looking at IMF. What is um what is PDFA? What does that mean? There are different types of uh coding uh in in the PDF, uh, and oftentimes if you’re using a solution like Acrobat or some of the other free tools, um, you can save the PDF in in multiple different formats and they go back into the early 2000s. Uh, it’s just different layers of uh options and features and functionality. Um, that are built in and every year they advance, um, so the most, you know, the most common has, you know, a wider set of features um than it once did. OK, so there are preferred formats for files and why, why is this? Oh, just so they don’t get out outdated for one. OK, yeah, exactly, yeah, otherwise. You’re stuck, um, you know, using an emulator or a very old machine that may not be secure in the first place to try to open up, you know, some type of file that you haven’t needed or wanted access to for, you know, 15 years, but now you need it and you can’t can’t open it. Yeah, OK, or you’ve got some legacy machine to do it and has its own vulnerabilities, right? OK. I could be a data data storage scientist, aren’t you? That’s not true at all, um. Uh, searchable so we need to be able to get our data, right, Tiffany, let’s talk about accessing the data. I mean, yeah, let’s talk about you gotta get the data out. You gotta be able to find your data so you have to be able to to categorize it and label it in ways that make sense to you. I mean we can get deep into a database structure system, but I’m gonna talk a little bit more about just the files that people use every day. Uh, you know, how do you know that the file you’re looking for is the most recent version, or, uh, you know, let’s say you have an opportunity to write a grant application, but it’s due at 5 o’clock and you know you’ve written a document before that would apply to this. Where is it? So that’s when what you label your document is particularly important. I used to label documents, Tony. I used to label them by the mood of my day and I never could find things again and that is a terrible way to name documents. There’s a lot of swear words in it, but and so it’s cathartic, but it’s not very helpful when you’re looking for things. So the analogy to that is having on your desktop. Oh my goodness, I sometimes I go and I see someone’s desktop. I think my heart rate starts increasing. Yeah, I feel how can you like the desktop is just loaded with folders and files. I feel that way when I see an inbox with like thousands of unread messages. Yeah, you learned you’ve you’ve come to the bright side now from your, from your archaic dark dark days of file naming. So there now there’s two ways of doing things now you might surprise you, but I’m a bit type A, so I prefer a deep hierarchy where you have things, you know, in general, and they get narrow and narrow and narrow and it’s really important when you label a document that it doesn’t duplicate any of the naming. Sure that you’ve used in the folders before that so you don’t have to repeat the year again and again and again um some people prefer to leave everything on like a flat surface on their desktop and then use their search that’s one way not my preferred method so what I’m gonna say when you’re labeling things you use descriptors that everybody agrees on is it a letter or is it um a document or is it communication you have to agree on the terms you’re using as a group. It’s got to go deeper than that. That that’s just, that sounds like a very basic policy place to start. By the way, I love the hierarchy. I mean, I’m very hierarchical thinking you look, uh, look, I use Apple, uh, laptops and, you know, I don’t repeat. I I don’t say that client name, you know, contract. I just say contract because it’s in the file for legal for the. For that, for that client, which is in clients current, exactly not clients historical, that’s a different. I move them from clients current to I hardly ever have any clients leave, of course, not so much client current file is loaded clients historical is is infinitely small. It’s like 2 now there are 2. I mean, I’ve been in business for 28 years, so I haven’t, you know, a couple have just ended, uh, very amicable, but now so anyway. The hierarchy, very, I, I just, I, but that’s the way I think. But suppose somebody doesn’t think that way. That’s not you suppose the organization thinks that way, but you don’t personally. You gotta be dragged along, right? You do. So when you use descriptive words, people who prefer to search and leave everything flat now know the terms in which to search. Things have changed over the years because now. We have AI embedded into our own databases so for example if you use Google Drive, Gemini is within there. Now the policy say because I read them, uh, that it doesn’t share your database with its own it doesn’t teach it’s own AI based on your data, but who’s to say that’s gonna change so you can search now within Gemini of your own database to find things so your naming structures a little less particular. But I’m still gonna say the more descriptive you can be, the more you can match both those type A and type B people. OK, OK, um. What else? So this has to be a written, written policy in terms of file naming. Now what about folder naming? How is that different than file naming or is basically the same regimen? Yeah, I would say the same thing same with what you just described like legal contract. I would say it’s the same thing. Yeah, OK, so hierarchical is preferred we’re not using the Dewey decimal system. OK. Oh, I love the DDS. Oh, the DDS. I never heard I gee I didn’t you go to the library you have a degree in library, it’s like, yes, I did library. Does anybody still use the library still use Dewey Decimal or that that that. The spine of the books suggested they have card catalogs in libraries? No, no, no, I haven’t seen in ages ages. Thank you very much, Tiffany. OK, um, we should talk maybe about cost, cost, uh, let’s go to you, Brian. Uh, I mean, we spend a lot. I guess we can get the ultimate in security and storage and cutting edge, but we got to spend a lot, right? Where do we find our balance? Yeah, and the reality is that a lot of nonprofits don’t have the budgets to spend a whole lot. Um, the good thing is that, you know, a lot of the solutions that we’re looking at in the session um are low cost and and free. Um, you know, a lot of the solutions like Google Drive and Dropbox, Box, etc. um, they provide discounts to nonprofits, uh, free and low cost solutions, um, but to your point, uh, the more features and security that you’re looking for data loss prevention, data classification tools, they may be at a higher tier and so you may have to, you know, be paying for uh some additional things like that, um. That said though, um, you know, you need to be considering your backup solutions and other types of costs as as a holistic view of your organization’s data practices and security and so it may not just be enough to consider the cost for storage, but you also need to consider the cost of your backup and other policies and tools that your governance policy dictates. Let’s talk about doing some sample retrievals, right, so let’s say we use the cloud. I think most, most nonprofits probably use the cloud now. I mean, is it? Yeah 100%. There are some people who have local storage, I guess, but let’s let’s go with a cloud-based example. Should you be testing your, your retrieval every once in a while, make sure this, this structure is working like I’m trying to find this, maybe I know exactly what I’m looking for, but I’m gonna try to find it without going right to it. Yes, uh, yeah, OK, absolutely. Like any policy, uh, or protocol that the nonprofit has in place, you need to be testing it regularly. Um, so that includes going into your storage, uh, platform solution, um, finding and retrieving things, downloading them, um, and you know some advanced tools will do data verification checksums for you, um, but more often than not, um, just having that one on one experience of finding something, retrieving it, understanding what your users will be going through. Um, and simulating that action for them to understand, are there any pitfalls, are there any difficulties in doing this, and also just making sure the data is valid, um, that the file is working, it’s not corrupt, um, and, uh, that, you know, it will set your users up for success. Uh, we have jargon jail on the nonprofit radio. You mentioned, uh, data verification and checksums. You need to flesh that out to get yourself on probation parole, parole. You’re already in jail. Uh, so, uh, when, when you’re validating data, uh, you’re looking at, you know, things like file size, um, all the different types of metadata that are embedded within that file. Um, and some solutions will check over time, uh, if they have changed, um, and if there’s something that goes awry. Uh, you know, a check some verification or data valification can send up a red flag and and alert someone. OK, so it’s a way of verifying data integrity that happens automatically. It can, yeah, OK, OK. um, Tiffany, you asked a rhetorical question earlier about making sure, how do you know whether you have the most recent version of a file. Uh, right, we’re in the cloud. I see, or some, some, somebody did not or some, let’s just one person, uh, 11. Scofflaw, the word I was looking for. One scofflaw did not follow the policy. And now we’ve got, I see multiple versions. I see multiple files with the exact same file name. What do I do? I used to work with this guy. Oh my goodness, he was such a treat. He had, he was, oh, he was, but he was the boss was he was actually a felon, not just a scofflaw, and to me a scofflaw is like turnstile jump right but this guy sounds like a felon. Yeah, somewhere in there he had master document. I was looking for something. I was helping him organize his uh information management system, and I found what I what what was called the master file. And I thought well that’s gotta be it, right? That’s gotta be it. And then I found Master File too. And then master file 3 and then master file 4 and I don’t know the end number so I don’t know how many master files I’m looking for so that was like that was a whole day of like finding all the master files I could when you, when you have that you have to well, ensure that the last one is the best one and then delete just delete them, get rid of them, move them off maybe you want to store them in a secret spot from the scuff law so he doesn’t keep make I’m referring to him you know because this guy’s in my mind. Um, but you, you know, maybe move them to the side for a little while, yeah, in the archive, your secret one, so it’s not lost forever, but it can’t be part of your system because it’s just gonna clutter it. uh, I’m a big fan when you’re working on a project, have like the whole story complete when you’re done, put everything in one file and it’s all complete and it’s all there and you know where it is and you don’t have those extra drafts because they’re gonna get confusing even if it’s just. Copy and paste or cut and paste put it all into one thing and then follow the naming convention exactly and then you always know where it is and then you have your cultural posterity. Like your your cultural, your organization’s culture, you’ve got your, um, but, you know, do I need this file name can I just use keyword searches? I know the I know the word that’s in there, at least I, I believe I do until my search is unsuccessful. I’m screwed. Mhm. Yeah, we have to accommodate them don’t we? We do we do because we expect them to get up and running right away and if you know if they come in and there’s all these names that don’t mean anything, they’re not going to be able to do that not gonna be able to find things and they’re gonna start doing things from the very beginning, writing that grant proposal from the very beginning, yeah, and they don’t, you know. They’re just redoing work and it’s just a waste of time and energy. Logarithmic, uh, file, file creation, right? I mean, I guess it just plateau eventually, but it could be, it could go crazy with new, a couple of new employees recreating everything and now we’ve got duplicate files and and half of them aren’t named right and you’ve lost your donors. you’ve lost your volunteers along the way. See, this is all motivation maybe we should talk about this. Well, you have a lackluster host, not scofflaw, but lackluster, um, you know, we should talk about in the beginning, but these folks have been with us for 19 minutes, so hopefully they’re seeing now why these things are important. You have to pay attention to data integrity, data management, right, um. What haven’t we talked about user friendliness. There’s something else from your, from your session, uh, description, user friendliness. We’ve got these policies, but, uh, people don’t, you know, they’re not adhering because they’re too technical or something, you know, again, balancing, right? Brian, uh, balancing Brian, what, you know, what are we gonna do? Uh, we now we got trouble, people are not using them, uh. You need to be able to show why there’s value in doing things like file naming conventions, folder name conventions, um, so to your point about, you know, using keyword searching it works until it doesn’t work, uh, and so show people the value, uh, in, you know, adhering to the policies, um, and working through a lot of the steps that may feel like extra work to be honest, um. And then once you demonstrate that value, it begins to sink in that you can then take it to the next step, provide more training and resources and education. Um, it might take a crisis to make the point. It it might because we have the grant deadline that you hypothesized before and, uh, Tiffany, and we don’t have it. We haven’t found it. We blew the deadline. That’s a disaster. That’s disasters. All right, now we all learned a lesson. OK, sorry. It’s OK, um, uh, or you know, let’s say someone accidentally deleted a file or misplaced it or overwritten it, it’s, it’s gone. Um, and that keyword search no longer works because you’re trying to recover something that’s based on either a piece of metadata or a file name, um, and so, you know, in that instance, uh, you may not be able to recover that data and you know it’s lost and it impacts someone’s job. Yeah. All right. Uh, we can wrap up. Let’s see, uh, who opened? Tiffany, did you open? I think I did. Let’s give Brian a chance to close. Leave us some with some, uh, not motivation, we just did motivation. We just spent 10 minutes on motivation, but, uh, some promising words. Yeah, some promise for our for our future. Let’s look forward to a bright future with no data disasters. Bring us, bring us to this nirvana. Thank you. Uh, let me recognize, uh, Mark Topher, uh, the Vilcek Foundation’s archivist, uh, who, who’s not joining us here today, but, but joined us for the session here at NTC, um, and to, to his point and to in using his words, you know, consistency is key. Uh, and so making sure that everyone in the organization is on board, um, they’re using the best practices, um, and they’re making sure that they’re taking proactive steps to make sure the information that they are, um, good stewards of, um, is smart and secure and in doing so, um, we’re going to be protecting, um, the, the people that matter most to our organizations because at the end of the day. Um, we’re here to serve people and um all those people, whether they are in vulnerable, um, populations, um, or you know just in tricky situations these days, um, that’s what matters most and we want to be good stewards of data um and and make sure that you know nothing bad happens um to those communities. That’s Brian Cavanaugh, director of digital at the Vilcheck Foundation. With Brian is Tiffany Nicklichkova, information specialist at Services in Action. All right, Brian, Tiffany, thank you very much for sharing. Thanks for having us. Thank you. Thank you. My pleasure and thank you for being with Tony Martignetti nonprofit radio coverage of 25 NTC, where we are sponsored by Heller Consulting. Next week, our 25 NTC coverage continues with your intergenerational people pipeline. If you missed any part of this week’s show. I beseech you. Find it at Tony Martignetti.com. Our creative producer is Claire Meyerhoff. I’m your associate producer Kate Martignetti. The show’s social media is by Susan Chavez. Mark Silverman is our web guy, and this music is by Scott Stone. Thank you for that affirmation, Scotty. Be with us next week for nonprofit Radio, big nonprofit ideas for the other 95%. Go out and be great.

Nonprofit Radio for August 12, 2024: Get Heard In The Election Season

 

Peter PanepentoGet Heard In The Election Season

Peter Panepento returns with savvy advice about getting your messages heard through crowded, noisy channels for the rest of this year. He urges you to prepare your messaging, prepare to pivot away from that messaging, and more. Plus, the value of journalist relationships. Peter comes to us from Turn Two Communications.

 

Listen to the podcast

Get Nonprofit Radio insider alerts!

I love our sponsors!

Virtuous: Virtuous gives you the nonprofit CRM, fundraising, volunteer, and marketing tools you need to create more responsive donor experiences and grow giving.

 

Donorbox: Powerful fundraising features made refreshingly easy.

Apple Podcast button

 

 

 

We’re the #1 Podcast for Nonprofits, With 13,000+ Weekly Listeners

Board relations. Fundraising. Volunteer management. Prospect research. Legal compliance. Accounting. Finance. Investments. Donor relations. Public relations. Marketing. Technology. Social media.

Every nonprofit struggles with these issues. Big nonprofits hire experts. The other 95% listen to Tony Martignetti Nonprofit Radio. Trusted experts and leading thinkers join me each week to tackle the tough issues. If you have big dreams but a small budget, you have a home at Tony Martignetti Nonprofit Radio.
View Full Transcript

Welcome to Tony Martignetti nonprofit radio, big nonprofit ideas for the other 95%. I am your aptly named host and the pod father of your favorite abdominal podcast. Oh, I’m glad you’re with us. I’d be thrown into dentinogenesis if you tried to gum me up with the idea that you missed this week’s show. Here’s our associate producer, Kate with what’s coming? Hey, Tony, it’s get heard in the election season. Peter Panepinto returns with Savvy advice about getting your messages heard through crowded noisy channels for the rest of this year. He urges you to prepare your messaging, prepare to pivot away from that messaging and more. Plus the value of journalist relationships. Peter comes to us from turn to communications on Tony’s take two hails from the gym. This is blood and soil were sponsored by virtuous, virtuous, gives you the nonprofit CRM fundraising volunteer and marketing tools. You need to create more responsive donor experiences and grow, giving, virtuous.org and by donor box, outdated donation forms, blocking your supporters, generosity, donor box, fast, flexible and friendly fundraising forms for your nonprofit donor. Box.org here is get heard in the election season. It’s a pleasure to. Welcome back Peter Panepinto. He is the co founder and managing partner for Turn two, a communications and pr agency specializing in nonprofits, foundations and organizations serving the greater good. He began as a journalist including more than a decade at the chronicle of philanthropy where he advanced to assistant managing editor. You’ll find the company at turn hyphen two.co and Peter is at Key Panopo on X. He’s also on linkedin. Welcome back to nonprofit Radio, Peter. Great to be back, Tony. It’s been a while, but it’s great to see you. I’ve had a chance to, to share the, the microphone with you several times over the years. It’s always great to do this indeed. And our avid listeners will recall that your name, you as a guest were the answer to one of the quiz questions on our 7/100 show. Wow. Yes. Our uh our creative producer Claire Meyerhoff brought uh Claire’s quiz to the 7/100 show and uh it was a quiz for, it was for me. And then all the folks that were with us. This one was directed at me and the, the question was, uh which I believe it was five time guest has initials. That would be funny to a kindergartener. That’s why she did that correct. That’s why she’s the creative producer. I did get, I did get it correct. There aren’t that many people who’ve been on five times and then I thought of uh PP and I knew it. It was. Uh, yes. Do you do? I get like a robe like you do when you’re a five timer on Saturday Night Live or anything like that, or is it? Well, now this is your sixth one? So now you have to wait till 10. There was, we instituted something for five after your fifth. So you didn’t qualify on the fifth and then you’ll, you’ll start something. You have to wait until the 10. I assuming the timing works out. Uh, you’ll, you’ll get a crystal obelisk with 10 if the timing, if the timing is right. So, uh, you have your, uh, biweekly newsletter, your, your, your turn to email newsletter that I’m, I subscribe to and that I think folks should subscribe to where, first of all, let’s, let’s, let’s, let’s acquaint folks with how they can get on your newsletter list. So they may, they may learn of future nonprofit radio topics. That’s how I, that’s how this one came. Where do they, where do they find a, you can sign up for the newsletter right on our home page at Turn two.co or you can reach out to me and I’ll gladly get you added there. Um, our, our newsletter is called on Message and you get, um, we, we try to do weekly but it’s, it’s sometimes in the summer it’s biweekly, but you get weekly, uh, pr and communications advice. That’s really spec, you know, specifically focused for people who work in the social good space. So it’s really geared towards people who are working for nonprofits and foundations. And, uh we really try to make it as practical as possible for folks who are wanting to maximize, uh maximize their communications and pr for their organizations on message. OK. And so I’m sorry, I, I, uh, credited you with being always biweekly. I thought it was always biweekly, but I, I read them whenever they come as often as they come. I read them in the summer. So I think it is, it was biweekly now. All right. So that’s very, that’s very gracious of you to say thank you. Uh Saving me. Uh And one of the recent ones uh that you wrote was about uh crisis, communicate well, was about uh not crisis. It was about getting your message heard in our um really presidential election cycle. Uh There’s nine, we’re recording, I believe there are fewer than 90 days left until November 5th. Um a lot. So there’s a lot of messaging around that obviously, uh which could be valuable. We gonna talk about that. There, there could be hooks there for you. Um But just, you know, in a, in a crowded media landscape which is, I think now typical uh to me it’s above average from what it was over. I don’t know. Well, you know, you and I have known each other for about 14 years. I think the level of communications the level of attention grabbing uh by all media and all channels, you know, has, has increased. There are, there are more, there are more places that want our attention and then that’s amplified by the uh presidential cycle that we’re in and nonprofits still have important messages that need to be heard. Absolutely. It, I think you’re absolutely right that it’s becoming increasingly hard or difficult for us to be able to get our messages heard, given the amount of noise that there is out there. And, uh if you think about what has already happened in this presidential election season, um, you know, we’ve had an assassination attempt, we’ve had a, uh, uh, you know, criminal convictions. We’ve had, uh, Joe Biden, you know, doing his bombshell, you know, dropping out of the race, we had the fallout from the first debate. Um If you had tried to, to get all of this into an episode of the West or a season of the West Wing, you would have been told you were jumping the shark on the Republican convention and the, and the democratic convention is coming up in a couple of weeks. Right. Yeah, that hasn’t even happened yet. And this is being recorded. Um, uh So, and, and each and all of these things just create so much noise in the media and in social media that it becomes really hard for nonprofits that are, are vying for the public’s attention to get their voice. Heard you have to, to really be ready to kind of roll with the punches, uh capture opportunities that happen, but also be really willing to kind of scrap your best laid plans in the in the, you know, in the, in the wake of bombshell news as they as it happens. So it really requires you to be both prepared and adaptable. At the same time, you had uh 44 major points in the, in the, the Onmes uh uh uh email that I received that uh stimulated me to email you and say, let’s talk about this on nonprofit radio. And your first one is to um create a new or review your crisis communications plan. You and I talked about crisis communications plans years ago. So we’ll hit a couple of those points. But why, you know, why is that essential now in, in our extra crowded media landscape? Yes. Um It’s really important for organizations to have a crisis, communications or rapid response communications protocol or plan. Uh because um things are happening so quickly. You need to really be equipped to get your message out quickly or make a decision about getting a statement out. Um You know, and, and be able to do it in a way where you can respond while the news is fresh. Um So a lot of organizations will kind of wait for something to happen. Uh They’ll have a discussion about whether they need to put a statement out, they’ll have to get it reviewed by, you know, the, the, uh, executive director and, or board of the organization. And by the time they do all of that they’ve missed the moment, uh, it’s been, you know, days have passed by the time you’ve kind of gone through all those steps and, and you’ve either missed the moment or you’ve gotten run over by what’s happened. It’s time for a break. Virtuous is a software company committed to helping nonprofits grow generosity. Virtuous believes that generosity has the power to create profound change in the world and in the heart of the giver, it’s their mission to move the needle on global generosity by helping nonprofits better connect with and inspire their givers, responsive fundraising puts the donor at the center of fundraising and grows giving through personalized donor journeys that respond to the needs of each individual. Virtuous is the only response of nonprofit CRM designed to help you build deeper relationships with every donor at scale. Virtuous gives you the nonprofit CRM fundraising, volunteer marketing and automation tools. You need to create responsive experiences that build trust and grow impact virtuous.org. Now, back to get heard in the election season, the moment can last like 12 hours. Right. Right. Yes. And then, and then the media has moved on and nobody’s gonna be interested. That’s right. That’s right. And um so we really advise having AAA rapid response protocol in place where you have a clear set of steps that you take in response to some too fast moving news. Um, you kind of know who’s equipped to do what, um you’ve game planned some scenarios and you even have some key messages prepared ahead of time. So that when that moment strikes, you know exactly what to do, you can pull things together quickly and you can get the approvals you need. So you don’t miss the moment. Um So that, that’s the first thing we recommend everybody do um at your organization. And if you have one already, that’s a wonderful thing. It’s probably smart for you to, to, to revisit that a couple times a year, make sure everything’s up to speed that your messages are, are clear and in good shape and that, you know, all the key people who are part of that protocol, know their roles and have kind of done some um some prep work ahead of time and are are kind of ready and practiced and ready to go. Yeah, because a part of that is going to be who the spokesperson or people are. That’s right. You, you, you suggested having messages that are ready, which you know, clearly you may need to tweak based on what it is that’s uh stimulating this, this, this move, this need to do to get into the media. Uh But having something to start with, but who’s going to release them? Is this a and in what form is this social media post. Is this a press release? Is this calling the reporters that hopefully we have relationships with? Right? I mean, what form does it take and who are the people who are doing the work? That’s right. And, and it really helps to game out some of those scenarios and know who’s going to be your spokesman, who’s going to be the person who is putting messages out on social media or by email and even how to decide how to do that. Um We’ve done this with a number of organizations put these plans together and the thing we tend to do is is put together almost a matrix. You know, if this happens, here’s what we’ll do. Um Here are some of the key messages that we’ll want to pull from and, and here’s how we’ll, how, you know what channels we’ll use and what way we’ll, we’ll actually deploy the message based on, based on what’s happening. And you can, you can game some of this out ahead of time and say, all right, this type of thing, you know, is something we would respond to on social media. Um Here, here’s who needs to be involved here, here’s who needs to make the final decision on it and, and just having that in place saves you so much time when, when actual situations arise, what could be some triggers that would stimulate entry into this? Well, one would be um, news that affects your organization or, or is about your organization. So let’s say you’re an organization and um there’s a rumor spreading on social media about one of your key employees or about one of your key donors. Um You’ll wanna definitely get, get the word out quickly. So that uh about what’s true. So that um a rumor or, or some, some, you know, conversation that’s happening about you doesn’t grow legs and become, become a story. Um in the political realm, it might be um one of the political candidates making a major policy statement about your, something that relates directly to your cause and wanting to make sure that you kind of come out and, and talk about what type of policies you think are important uh to make sure that you’re, you know, a accurately and, and, and actively um being a spokesperson or a champion for your cause. So if um if one of the candidates comes out and says that they want to um uh you know, bring back the charitable tax deduction uh for, for anybody who files their taxes rather than just add itemizers, there might be something you want to say there. Uh If one, if you’re an environmental nonprofit and one of the candidates says that, you know, we should just go back to, to um to the old days of not having the EPA, you’ll certainly want to have something to say about that too. So, you know, having, having some key statements in place, um that really validate what you stand for and, and, and how you would respond in, in certain situations can help you respond quickly in situations like that. Using that energy example, makes me think of fracking. But, but I think it really, it had like a six hour moment and, you know, it was, uh one of the candidate. I, I, maybe it was, I think it was Kamala Harris said something she had in the past. She, uh was completely opposed to, uh, fracking, wanted to have a nationwide ban when she was running for president um in that cycle. And, but now she’s, her position has evolved. So if you had something to say about fracking or energy policy, you know, if you saw a hook, you had to act fast because it was not a, it was not a major, you know, it wasn’t like the assassination attempt, but it was in the news, her, her position, some people call it flip flopping. She would say she evolved what it doesn’t matter. Fracking was in the news for a while. So if, if that’s related to you, like, because you’re in Virginia or Pennsylvania and maybe your population is affected by fracking adversely or, or positively, maybe the, maybe the revenues, the stream of revenue from fracking has been, has been valuable for, for your population in southeastern Pennsylvania. Uh You know, so you want to, but it wasn’t, it wasn’t a long cycle before, before fracking was out of the news and then it was old. Yeah, that, that, that’s exactly true. So, you know, being ready for when those, those situations arise so you can capture the moment is really important. Um, and it can be for even bigger things that have longer news cycles. Uh, when, when the Roe decision came down by the Supreme Court, um, I think it was two years ago now. Um, the nonprofits that were ready to respond quickly to that and, and had something in place were the ones that were getting a lot of the media opportunities because they, they had already are, they had their, their statements and, and what they were going to say and their spokespeople ready to go and equipped with what to say. So when that decision came down, they weren’t scrambling. They, you know, they were able to pull from, well, if this, if this decision comes down, here’s what we’re going to say, here’s who we’re going to reach out to. Here’s how we’re going to deploy that message. And they were the ones who were, you know, on television and, and, and putting out statements on social media that we’re getting a lot of attention to. So it can be for something unexpected, like, you know, uh, uh, you know, fracking, you know, being, uh an issue coming out of one of the, the campaigns or it can be kind of a major policy or or court decision that, that, you know, that really connects closely to your cause and, and something that you know is coming. Right. Right. We knew there was going to be a decision about abortion in the United States. That’s right. So you could prepare ahead for that. You can’t prepare ahead for everything that a candidate is going to say, especially a brand new Democratic candidate where we don’t know a lot about what she talks about and a Republican candidate who can really say anything at any time. Um So, um but knowing like what you’ll say, if your cause does end up in the news, regardless of whether it’s a positive or a negative statement from one of the candidates can really help you capture that opportunity. And before we move on, I want to apologize to uh the Pennsylvania residents. I southeastern Pennsylvania is Philadelphia. So they wouldn’t be fracking there. Yeah, central I instead of southeast, I probably meant uh like uh northwest, northeastern, northwest, northeast or central northeastern central Pennsylvania. All right. I, I, I’m sensitive to the, to the, to the listeners in Pennsylvania. I understand. And plus I went to law school in Philadelphia. I think it’s all good. And I went to law school in Philadelphia. So I know there’s not fracking on uh on broad street or around uh around Rittenhouse Square in, in Philadelphia. All right. Uh Anything else, anything else on uh crisis, communications, creating it or reviewing it. Um, I, I just think it’s important to, to take the time to do that and, and, you know, even if you’re a small organization just knowing, you know, who gets the call when something happens or, um knowing that you might have to have a, a consultant on, on call in certain situations, you know, gaming that all out ahead of time, just put you in so much better position when, when real situations arise. What’s your next point? Well, the next point is uh being ready to pivot. Um you know, most organizations plan out what they’re planning to do with their communications and, and pr efforts a bit ahead of time. Uh It could be that you’re scheduling, you know, social media posts a week or two in advance. It could be that you’re, you know, you’re targeting a certain date on the calendar for a major announcement. Um And when you plan those things out, you’re, you’re doing it kind of taking into effect, what, what you know, is going to happen on the calendar, you may peg it to a certain holiday, you may peg it to a certain milestone or an anniversary that you’re having with your organization. Um But, you know, when unexpected news happens, you really run the risk of either getting those, those carefully planned messages drowned out or having them seem very tone deaf if they, if they come out at the wrong time. So, um so it’s really important. Um Even if you’re planning things out well in advance and you, you feel like you have everything buttoned down to really be paying close attention to what’s happening in the news and being prepared to, you know, hit, pause on that scheduled social media message for a few days until, um, until, you know, a situation that might seem insensitive to be posting about passes, um, or, um, or holding off on a, on a planned news announcement, um or even just completely, you know, rethinking the way you’re communicating about something based on what’s happening in the news. So if you were AAA nonprofit that had, um that had uh social media posts out about voting or civic engagement or, or anything related to uh anything even remotely political the days following the, the President Trump assassination attempt, for instance, it was, if you run the risk of it, either seeing insensitive or, or just getting drowned out by what’s happening out there. So, um it’s really important to just, you know, not just think about what’s happening in the news as a news consumer, but as uh what does this mean for our communications? I, I think, yeah, the assassination attempt is an excellent example. Uh Any, any of these, uh I think of uh President Biden stepping aside, you know, so if you had anything that was like critical of the administration, you know, it seemed like that would, that would be a bad 48 hours or so to in which to release it. That’s absolutely true. And I, I even think back to Tony, an example from when you and I were working together on uh on um on the uh plan giving Accelerator. Uh We had a meeting, I think the first meeting planned on January 6th, 2021. And uh once we saw what was happening in the world, we were like, well, there’s no way anybody’s gonna wanna sit in on a meeting on this. That was the fir that was the first meeting of our first class. It was exactly right. And you let me know what was happening. I didn’t know and we got a message out quickly, the class is canceled, you know, we’ll be in touch uh because of what’s happening in Washington DC. Um Yeah. Yeah, exactly. Right. So, yeah, be prepared to pivot and be ready to move quickly if you have to. So, um it wouldn’t, it wouldn’t have been a very engaged class on that first day. I don’t, I hope I didn’t hesitate. I didn’t hesitate. Did I didn’t, I didn’t push back and say no, it’s a, it’s an auspicious occasion. It’s, it’s something important is, is Martin Planned, giving Accelerator. I can’t, no, I didn’t. I think once you, I think once because you were busy preparing for that, that I was preparing. Right. But once I, I went to the CNN or something and I saw the you know, people crawling up the walls of the capitol. No, of course. Yeah. As soon as you knew what was happening, you knew, you knew it was time to hit. We were on the phone. You didn’t have to bring me along. We were on the phone. We were on the phone together and yes. All right. Prepare to pivot. Ok. Um, key messages, even though you may have to change your messages, you sh you alluded to this earlier, but let’s flesh it out, having, having some messaging ready, right? So in those fast moving situations, if you are somewhat prepared with what you’re going to say, um you know, if candidate A says, you know, something that relates to your cause or candidate B does um or even if something’s happening in the world, um that, that relates to your cause. If you have some key points that you have already vetted, worked through with your team that you kind of have in your back pocket and ready to go in a fast moving news situation, it can be really helpful uh in terms of you being able to get something out quickly and often those messages can, can really be an affirmation of what you stand for as an organization. Um What you think is, is, is the best course of action to, to make sure that you’re um ensuring that your mission is, is achieved. And um and even working through um how to, how to make statements in a nonpartisan way while still kind of validating what you stand for. Um If you can spend some time working through those in advance, having those in your back pocket or, you know, not physically in your back pocket, but, but somewhere on your hard drive, um where it’s something that um, your executive director, your board, everybody’s had a chance to weigh in on when a situation does arise. You can pull from that. Um Play a little bit of mad Libs with kind of filling in the blanks of what’s happening and, and get a statement out very quickly. It’s time for a break. Imagine a fundraising partner that not only helps you raise more money but also supports you in retaining your donors, a partner that helps you raise funds both online and on location. So you can grow your impact faster. That’s Donor box, a comprehensive suite of tools, services and resources that gives fundraisers just like you a custom solution to tackle your unique challenges, helping you achieve the growth and sustainability your organization needs, helping you help others visit donor box.org to learn more. It’s time for Tony’s take two. Thank you, Kate. I’ve got another tail from the gym. I go to classes once a week. Usually I like to work out just by myself, quietly, do my own thing. Elliptical floor work, Pilates, push ups by myself. But I do go to a class once a week each Tuesday and in my very first class, uh, you know, I walked in, it was, first of all, it was all women. I was the only guy in the, in the room and I saw, you know, everybody had their stuff, like, you know, they had water bottles. I had a hoodie on, uh, people had like light jackets, you know, whatever, all lined up along the wall. So I went over and, uh, I put my little pile, took my hoodie off, put my little pile of hoodie and my keys and my little ID card for the gym. You know, I put that all in a, in a pile next to somebody else’s pile right alongside the wall and I went and got some, uh, weights because the woman who runs the class was announcing you’re gonna need weights. So I was going over to get the weights and then I came back and the woman who, uh, was belonged to the, the pile that was next to mine started to talk, you know, hello? She said hello? You know, she didn’t ask my name. II, I remember that. She, but hello, you know, you look new to the class. I’m the only guy in the class. So I guess I am new to the class. She said, ok, well, I’ll just move my stuff. I said, oh, I, I said, well, ok. Well, I don’t know, just move your stuff. What it’s not, I don’t care if it’s touching my stuff. Is that your concern that it’s, that the, the two piles are, are, uh, I don’t know, commingling the, the, they’re, they’re having some kind of intercourse what the piles are touching. You just can’t have this, but maybe I have bedbugs in my hoodie. What, what do you mean? You’ll, I’ll just move my stuff. She says very curtly after being, you know, kind of pretty cordial, you know, just friendly. Well, I’ll just move my stuff. That was it. Well, well, I’ll just move my stuff. Uh, ok. What I, I can move my stuff. I just, I see, I see piles along the wall. So I, I stuck, well, this is where I work out. I said, well, ok, I, I didn’t know, I didn’t, I didn’t know that the title delineates your Space, Mrs Blood and Soil. I didn’t call her that I didn’t say I didn’t say that. I didn’t know that that would demarcated your, your turf. You know, you can work, you could, you can work out here, that’s your place and I can see how it’s important to you. It’s a big room. It’s like a big fitness center room. You know, it’s, I don’t know, a couple of 1000 square feet, no wood flooring. It’s not like there’s boxes or anything with your name or a little chalk line where you write your name or something, you know, and there’s weights on one side and there’s, uh, the balls, you know, the big, the big flexi whatever those big balls are, there’s a bunch of those along another wall. You know, it’s a big, big room, a couple 1000 square foot room. Uh, you your spot, your turf. So I said, ok, you can have, you can have your spot. It’s my first time. I didn’t know. Uh, I moved my stuff over a little bit so they wouldn’t be overlapping the piles. And then I worked out uh I did the class for an hour, you know, 11 step over from her spot. So we, we worked out together. I gave her her turf. I was like, what? You know, not be gracious and kind, right? Be uh embodying uh a good, a good spirit and friendly to neighbors and welcoming. I work out here. All right, fine. So that was my first class. I still go to the class. She’s still in her special spot. I’m not, I’m not anywhere near that. I don’t need to be, you know, like week after week I’ve raised my heart rate by having uh turf wars with the Mrs blood and soil. So, you know, I, I go somewhere else. I work out in another spot and if somebody gets there before me or you know, I there’s no spot. It’s not like my spot or her spot, it’s just first come first serve. Alright, I think you get the idea that was Mrs mud and soil. But I still go to the class every Tuesday. Uh, I just work out on the other side of the room from her and that is Tony’s take two Kate. The entitlement. Yeah. Astonishing in some people and, and not even, you know, I mean, an older woman who should know better. She’s, she’s, she, she’s quite fit. Uh, I have to give her that she’s very fit. Uh, I don’t know, she looks a little older than me. 65 maybe 70 or so. You know, somebody who shouldn’t be. Yeah, feeling entitled having wars over like you’re, yeah, you’re new to the class. You would think that, I mean, if your stuff was genuinely on hers, I think there’s a different way to approach it and be like, could you move your stuff because your stuff is on my stuff. But if you’re, but the way that she said it is so entitled and the fact that she’s like in a class is very embarrassing, like go home and work out if you can’t be around other people like that. That’s very savvy advice for this 65 or 70 year old. Yes. My blood is boiling. Well, we’ve got just about a but load more time. Here’s the rest of get heard in the election season with Peter Panepinto. You’d want to know what, what format the, the statement is gonna be. Again, I would say it was a press release. It was an email, social posts and you want to think through what the channels are gonna be with being prepared to pivot on that as well. Absolutely. Absolutely. So, yes. So here’s, here are a few points we would make for a news release. Here’s a few things we would do in a social media or, or, or kind of email statement. Um And, you know, you can almost have some of these things templated and ready to go where you can, you can fill in some key details. Um And, and make sure you’re ready to go. Um We even went so far with an organization we’re working with right now that has a, um the, the founder of the organization is, is getting rather advanced in years and, and um uh we worked with them to prepare what we would do if something were to happen to her and they needed to get something out about her passing. So, um we’ve, we’ve gone ahead and written kind of a AAA templated news release a statement for the website, some social media copy to help them prepare for, you know, for if and when that happens. And we’ve, you know, she’s been part of the vetting process on that and, and has seen what is being said, it’s kind of like writing your own, like writing your own obituary at a time, but it, it, it allows the organization to make sure that they are announcing that news on their terms uh that they’re explaining clearly what would happen in that, in that situation and, and what the plan is for the organization moving forward and also on her legacy at the same time. So you can almost game out some situations that may impact your organization, whether it’s something political or even something like that where, where you might have to unexpectedly announce, um you know, a, a, you know, somebody no longer being with the organization or, or passing away. And um by taking that those steps ahead of time, you, you really put yourself in a position that kind of own your own narrative in those situations. Was this woman amenable to that process. Did you have to be pulled along a little bit? Like, no, explain the value. She, she recognized it. No, she was, she’s a very self aware leader and I think understands that. Um but, you know, and, you know, even if, uh even if you’re the not actively involved in the day to day operations anymore, and you’re the founder of the organization and still engaged, I mean, that’s, that’s a, that’s a major event for that organization. And um she was, she was open to it. I don’t know, you know, personally how she felt about it, but I, I do know that, that she recognized the value of doing that and uh the staff and board of that nonprofit, I think feels very comforted knowing that um you know, uh you know, father time is undefeated, it’s gonna hit, hit all of us at some point that, that this is, you know, that they will be prepared to communicate with their supporters and with the public about what happened in a way that, that she is comfortable with and has signed off on already. And that, you know, the organization is also comfortable with too. I kind of like the idea of contributing to my own obituary uh after a life of selfless sacrifice and uh enviable success. The, uh, no, I like the idea of contributing to my own obituary. I’m starting to write it now. Ok. And your final piece of advice from, uh from the Onmes newsletter. Yes. And, and that is to be ready for November 6th and beyond. Um II, I don’t think anybody, regardless of where they are in the political spectrum, uh thinks that this is a, uh a minor election. This is an election that has a lot at stake. Um And, um there are a lot of potential eventualities with it, uh regard, you know, depending on who wins and, and which party controls the Senate and the House and everything else. Um It’s very hard to predict right now. Um But very likely depending on your cause. Um People are gonna want to hear from your organization on November 6th or November 7th and, um with, with what the, what the, what, what the stakes are for the outcome of this. Um And so it, it might be helpful for you to, to game out um a few different scenarios and, and, and be able to talk about what it means for your organization and your cause. So, you know, depending on which presidential candidate wins and which candidate or which party controls each house of or, or chamber of the, of, of congress. Um and even, even at the state level, at the state level and especially at state and local level for a lot of organizations, um whatever happens on Election day will really impact the work that you’re going to be doing and um the impact that it’s going to have on the people that you serve. So it could be your local school board planning board, your mayor and council election, any of those, any of those things on the local level as well. Yeah, absolutely. So I think it’s really important to think about like, you know, what, you know, what a scenario or b scenario will mean for your organization or your cause and, and what you’re going to be asking people to do, it could be a cause to, to raise more money. It could be AAA call to advocate um for, you know, for, you know, some aspect of your cause. Uh it may be a cause to celebrate but you know, and say the work isn’t done, we still have to do XY and Z in the months ahead. But really thinking about um how you’re going to respond to that to, to the results of that and having some things queued up and ready to go can again help you, um you know, own your own message in those situations. If, if there are things that you want to ask people to do, especially if it’s raising money, the faster you can do that and capture the moment the, the more successful you’re going to be. And also, I think if you’re not heard from right after the election, uh uh you, you risk being irrelevant, like these people have nothing to say, but, you know, they’re not going to think of it right away. But then two weeks later, when you, when you do send a message related to whatever it is, you, you finally got around to sending, let’s say, well, well, didn’t they have anything to say about the election outcomes? I mean, the local, the local school board, you know, and, and they, uh, and they advocate for, they advocate for, for Children, they, they advocate for uh uh a free pre kindergarten universal or, you know, whatever you, you risk being just kind of like I said, irrelevant, left out of the conversation or moving yourself out. Right. Right. So, yeah, there are, are, are real opportunities in the, in the months ahead to, to think about what you want to say in November. Um And you know, I, you, I, I think it will be impossible for us. To predict who’s gonna win. Xy and Z at this point in, in most cases, this year, it’s, it’s very close everywhere but you can be ready with, with whatever message you want to get out there, depending on the outcome uh by taking some steps now. Um And, you know, I think about a lot of the progressive organizations, uh right after the election in 2016, a lot of them were in mourning and we’re not putting, we’re not saying anything and that it took them uh in some cases weeks to, to, to be able to weigh in and, and mobilize people and, and that was a waste of time for that. Let’s talk about something that uh you and I have talked about in the past but it’s been a few years. Um i it’s all related to all of what we’re talking about today is the value of having relationships with journalists that are, that are long standing, not just when you need the person, but you know how to build those relationships. Well, let’s start with just the value of knowing some journalists in advance of when you have something to say. Right. Right. I it’s really important um regardless of whether you’re a local organization or a national organization or something in between, to really identify what journalists are covering the topics that most intersect with your organization or your cause and uh and making sure that you’re taking steps to, to cultivate them and let them know that you are a resource for them. Um because it, it’s really valuable in two ways. One, they’re ready to, um uh they’re gonna be more receptive to covering something significant that’s happening with your organization or that you’re looking to announce and, and b it, it provides an opportunity for when the journalist is looking for an expert, uh to comment on a specific topic for you to, for you or your, your executive director, your, your board chair, whoever is your, your biggest spokesperson uh for them to reach out to you when they’re working on something and, and get you to weigh in on it and, and share your expertise with them if, if you’re interested in, in, in reaching people and, and, and persuading people about whatever cause you work on and, or just getting visibility, cultivating those relationships is really important and by cultivating those relationships, I don’t mean just sending them a press release three times a year with like um and, and not, and not engaging them. Otherwise it, it often can involve you reaching out to them, telling them a bit about your work or a story that you think is important but then asking, you know, what are you covering, what’s of interest to you? How can I be helpful to you and, and starting to build uh some rapport and a relationship with them so that um they take your call or they, they, they open your email when you send something to them and, um, and, and that you’re top of mind for them when they’re looking for something. You pulled a, uh, car talk. You remember that, uh, show on N Pr Car Talk? You did, uh, you did number one and B Yes, I, it was funny. I was, I was halfway through saying that and I was like, did I use one or eight years ago? Then the car talk guys used to do that all the time. One and b uh, don’t worry about it. Um, no, so you’re, you know, I mean, you’re a 10 plus year journalist. So, so reassure us that journalists are open to conversations before, you know, before we have that they’re open to having relationships. They are like you and me and journalists are people too. That’s right. That’s right. And they also get bombarded with a lot of, a lot of pitches and, and press releases and emails and kind of like you and I do every day, like where, uh, where all of us do every day where it’s, it’s a bunch of stuff that’s not relevant to you. Right. It, it’s clear that the, the person that’s sending this to them doesn’t know what they cover, doesn’t, it doesn’t even know what beat they’re on. And, um, when you’re, when you’re drowned with hundreds of messages like that every day when somebody actually does take the time to say, you know, Hey, I’ve, I’ve, I’ve paid attention to what you cover. Here’s a story. I think you might be interested in that, that actually relates to what you cover. And if it’s not, you know, I’m here to, to find out what, what is valuable to you and, and, and provide you with some, some insights and resources to help you get it. Um that stands out first of all and second of all, it, it, it, it is something that gets noticed by that journalist because you’re, you’re not just throwing and trying to pitch them all the time. You’re actually taking the time to find out what, what that journalist needs. And um when you take that stop, you know, they may not respond the first time, but if they see that you’re genuine and that you actually are paying attention to what they’re doing, oftentimes they’ll, they’ll start a conversation with you and, and it turns into something really useful. Um you know, as a journalist, you wanna have, you know, some, some vetted people that you can turn to when you’re on deadline or an editor gives you a story that you’re, you know, that, that’s, that’s on a topic that you don’t cover every day. Um to be able to say, oh, the executive director at the, the local food bank really knows her stuff and I can, I can reach out to her and get a, get a read on what’s happening here and and you know, once you, once you have that, that list of go to sources, it, it becomes very easy for the reporter to, to get their job done and you’re helping them. I have a, I have a personal story that is an ideal example of what you’re talking about. Um, Stephanie Strom at the New York Times used to have the nonprofit beat when that, when that exi when that beat existed in nationally internationally known papers, she had it at the New York Times. And, uh, and I reached out and we actually, we ended up having coffee and, and through the years she, she, she called me, uh, sometimes I was never qu I wasn’t quoted, but I was happy to help her on, on background about some nonprofit fundraising issue. But there were times when she did quote me. And so, uh, and that, that’s a major, you know, the major outlet of the New York Times, um, years ago, she’s, she’s long said there’s no nonprofit beats anymore that I’m aware of. Um, and she’s long since left the New York Times. But, you know, that was, and that was just on the strength of doing what you suggested. We, we, uh this is, this was before I met you. So I was not using your wise counsel. I had the, I had the, uh almost equally wise counsel, not, not nearly as wise as your counsel, uh, council of, of another person who you know, we, we looked at her stories and what she had done and crafted an email and I followed up by phone and we ended up meeting for a coffee. Right. Right. It’s, it’s almost the same as if you’re a fundraiser, you know, really making sure that you’re getting to know your top prospects. Right. And that’s, that’s a perfect analogy. Yeah. Yeah. Absolutely. Being persistent, pleasantly persistent. Um, and, and you don’t know where that relationship is gonna go and that’s what ended up happening with me and, uh, and same with your donors. That’s a very good, exactly. That and, and, and often they’re, they’re not going to cover exactly what you want them to cover. But, um, if, if they are covering something that, that connects to, to what you’re doing and they see value in talking to you, you’re going to get a lot of value out of that even if it’s not, you know, hey, you, you know, you’re, you’re not covering the press releases, I’m putting out, but you found something else that’s really, that’s really valuable that my organization can provide, um, that, that, you know, being included in that kind of coverage when it’s not something that you’re pitching yourself, it can be incredibly valuable to you. So propagate the, uh, the journalist relationships because they, they, they, they can be enormously valuable and they, and they don’t have to be on a national scale. You’re local, local outlets. Absolutely. 11 thing that we, we advise a lot of people about is don’t worry about the, you know, reaching the biggest number of people, make sure you’re reaching the people that, that matter most to you. So if you’re a local profit, um you know, being covered regularly in your local paper on local television is way more valuable to you than, than being uh you know, included in some national story once, right? Um So, you know, really be mindful of like, where are your donors? Where are the people who you need to be advocating for you? What, and, and, and what journals there are the ones that are, are covering the topics that, that you care most about and, and really focus your efforts there. Ok? If we leave it there. All right, I’m great. If we leave it there, Peter Panino, the company is Turn Two Communications. They’re at turn hyphen two.co, you’ll find Peter at uh P Pena Peno on X and also on linkedin, Peter. Thank you for a valuable conversation. Thank you for helping our listeners. Thank you, Tony. Always a pleasure to join you and uh and glad we can, we can cover this timely topic before we get too close to the election. Absolutely. Yes. Great value. Next week, the responsive nonprofit with Gabe Cooper. If you missed any part of this week’s show, I beseech you find it at Tony martignetti.com. We’re sponsored by Virtuous. Virtuous. Gives you the nonprofit CRM, fundraising, volunteer and marketing tools. You need to create more responsive donor experiences and grow, giving, virtuous.org and by donor box outdated donation forms blocking your supporters, generosity. Donor box, fast, flexible and friendly fundraising forms for your nonprofit donor. Box.org. Our creative producer is Claire Meyerhoff. I’m your associate producer, Kate Martignetti. Mark Silverman is our web guy and this music is by Scott Stein. Thank you for that affirmation. Scotty be with us next week for nonprofit radio, big nonprofit ideas for the other 95% go out and be great.