The second set of Nonprofit Radio video interviews from #15NTC, the Nonprofit Technology Conference, hosted by NTEN, the Nonprofit Technology Network. Including distance collaboration, the cloud, Beth Kanter and Ritu Sharma.
Big Nonprofit Ideas for the Other 95%
Opportunity Collaboration: This working meeting on poverty reduction is unlike any other event you have attended. No plenary speeches, no panels, no PowerPoints. I was there last year and I’m going this year. It will ruin you for every other conference! October 11-16, Ixtapa, Mexico.
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Rich Dietz: Smart Donor Engagement
Compare what you’re doing with takeaways from Abila‘s study of how donors want to be engaged and how nonprofits engage them. Some methods are on target; others miss. Rich Dietz is Abila’s director of fundraising strategy.
Michelle Chaplin: The Right Database
What are the steps to select the right database for your organization? Michelle Chaplin is senior manager of online fundraising at PBS. We talked at NTC, the Nonprofit Technology Conference hosted by NTEN, the Nonprofit Technology Network.
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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host. Oh, we have a grand to affiliate. Welcome katie artie ninety five point seven fm davis, california while non-profit radio was on the road past two and a half weeks, i stopped by davis. I’m a program director. Jeff executive director autumn i toured the studio and i thank you very much for hosting me. Jeff in autumn and this is the california announcement that i’ve been teasing you about, and there will be another california affiliate coming but for today. Welcome, katie. Artie davis so very glad you’re with us, our newest affiliate. Oh, i’m glad you’re with me. I’d bear the pain of encephalomyelitis ridiculous if i had to think about the mere idea of you missing today’s show smart donorsearch gauge mint compare what you’re doing with takeaways from a bill, a study of how donors want to be engaged and how non-profits actually engaged them. Some methods are on target. Others miss rich dietz isabella’s, director of fund-raising strategy also the right database. What are the steps to select the right database for your organization michelle chaplain is senior manager of online fund-raising at pbs, we talked at ntcdinosaur non-profit technology conference, hosted by intend the non-profit technology network on tony’s take two, a tribute to rochelle shoretz responsive by opportunity collaboration, that working meeting that unconference on poverty reduction that will ruin you for every other conference. I’m very glad to welcome rich dietz he’s, director of fund-raising strategy at abila he began his non-profit career as director of a youth mentoring program in college. For twenty years, he’s been working in and with a wide variety of non-profit political and government organizations, as well as tech companies, focused on the nonprofit sector. The company is at abila dot com, and he is at rich deets on twitter. Rich, welcome to the show. Thanks a lot, tony. Glad to hear you’re. I’m very glad that you are. Where you calling from college? You’re in austin. All right. Austin is awesome. We just had and to see their non-profit technology conference where you were you there? I was definitely there. It was right in our backyard and actually found it harder to go to the conference when it was in my own backyard than when traveling, decide to drive in every day in austin traffic with us a month. I’m so yeah, i’m sorry. We didn’t meet there, though, but i met a bilich there, but i didn’t see you personally, but next year, you’re going to be there. You think in twenty sixteen? Most definitely okay. That’s san jose, i believe, isn’t it? Yes. I’m very excited because california from california originally lived in the bay area for quite a few years. I’m very excited that i just spent ah, weekend half moon bay. Beautiful. Yes. Very nice round the coast. Very, very nice community. Okay, rich, this donor engagement study. Why? Why do we need such a study? Well, we we did the study for a couple reasons. One we were looking at the industry and we seen way saw a bunch of other studies out there that talk to donors or maybe talked organizations and was trying to get this whole idea of why donors give you know what? What motivates them to give what makes them feel engaged? And we found that there was a lot of studies that looked at one or the other. But there weren’t studies that looked at both groups as a whole and then compared them to see if there was any differences, overlap, commonalities or actually holes in that and some of our concerns around that was, you know, fifty seven percent of donors each year are leaving organizations, you know, donor attrition, you know, we also see seventy four percent of non-profits admits that they don’t use donordigital to make program decisions on dh, that sort of, you know, concerns us a little bit, so we wanted to dig a little bit deeper into that. So we created the study, the donor engagement study, it was a survey of both donors, a cz well, as non-profit organizations we ask them a number of questions to find out preferences on engagement, so we asked the non-profit how do you think not, you know, donors want to be engaged with, and then we asked the donor’s, how do you actually want to be engaged with and then compared those and found some really interesting commonalities and some very, very interesting differences that attrition rate that you mentioned that we’ve had the other guest mentioned that seventy four, seventy five percent of donors leave an organization. Each year that’s, that’s startling it is startling in striking and and the way i usually tell people how startling it is. Let’s say you had one hundred, donors donate today in five years on ly one of those donors is still donating the organization that should scare you. And that should keep you up at night. Ninety nine percent over five years. Well, no, no, i’m saying it is the year over year, seventy four percent every year you’re leaving? Yes, yes. So after five years on ly one of those hundred still still don’t. Okay, so we could call that ninety nine percent attrition over five years over, but yeah, my gosh, yeah, alright, neverthought about it longer than okay on dh. How did you select the non-profits and donors to survey? We actually went to a research firm called ed research stuff just to make sure that we weren’t biased and how we we don’t want to just select our clients or just not our client. So we went to aa research company called research on and they did it all using, you know, the highest statistical standards. Ninety five percent plus confidence all of that fancy. Stuff that i don’t understand everything about. But, you know, i i leave that for smarter people, okay? Confidence intervals. I remember those confident from college statistics, like if you had ninety six percent confidence that’s, actually not very good, as i recall from i don’t know what i’m saying if no, no, i didn’t mean if this study had ninety six percent. I mean, in general, if one has ninety six percent confidence, as i recall from college statistics that’s not even very high, you want to be like ninety eight or ninety nine percent? I’m not imputing the abila study way haven’t gotten into yet there’s nothing to impute. All right, so you have some excellent takeaways, which we want to leave listeners with remember our our audience is small and midsize non-profits and they are certainly struggling with that kind of attrition, and we’re interested in the the commonalities, but also the misalignments in the disconnects between what donors are saying they would like or believe they’ve got and what non-profits believe they are doing or believe they ought to do so that that’s where we want to, we want to focus on these your your your first takeaway is that basics and fundamentals are very, very important most definitely in this is this was one of just one of the findings i was very excited about because i’ve been preaching the fundamentals and getting back to the basics for many, many years, as i’ve been consulting and teaching and training across the way, in fact, i have a master’s in social work, so i’m a social worker by trade and something we learnt about social work school is mathos hierarchy of needs, which which i’m sure most people on the caller are very familiar with and massive marchenese says, you know, you have to have your basic needs met before you can move up into higher level things, you have to have food and water before you even care about friendship or, you know, confidence or or anything like that. And when i found working with non-profits is it was very similar in that they need to focus on the basics first and then move up the ladder there and see what i mean by that is you need to focus on your website, email marketing your donor process. You know how you move a donor? From an email all the way through the donation process, actually becoming a donor, and you need to focus on that first before you get into things like peer-to-peer fund-raising and social media and and all of that stuff on so we found in the study is going back and really focusing on those fundamentals and what do we mean by those fundamentals? The number one thing is thinking through that donor flow, thinking through what it is like to be a donor to go through your entire process of a fundraising campaign, and that is from that email they receive to the length they click on to the page, they land on to the donation form and and all the way through the thank you. And then, of course, the follow-up follow-up is so is so important. And so the way we’ve been trying to talking about now, instead of thinking of a holistic donorsearch experience where we’re calling it a holistic donorsearch donor experience because you not only need to think about the entire process, but also the actual individual that is going through that process, i’m going to get much deeper into this when we get into the segmentation, but thinking about who’s doing it is it a major donor is in a major donor who likes polar bears, and that gives you a very different process that you may want to do than a fifty dollar donor-centric frogs it, and we’ll get much more into that as well as a cz we go through another really important thing on the on the fundamentals is showing impact you’ve probably heard other people talk about how important it is to show impact and that the work that you’re doing is meaningful and making a difference will in our survey, we found that the number one thing donors wanted to know about was is the money being used wisely? They also wanted to know if their support is making a difference was another top three concern of theirs on dso. By showing the impact you can do that, the best way to show that impact, of course, is stories story is going to be the best way to show that impact on and that’s again going back to the basics, really crafting some beautiful stories and if you can bring in that visual storytelling on dh, what we mean? By that is, using video using pictures to really tell a great story. Okay, which study done by cloudgood yes, i wanted to point out that the going back a little bit you your premise was that people started that pipeline through an email, but they’re actually maybe multiple ways. They may have found you first on one of the social networks, or they may have found you first through hearing about you from a friend. So even just that entry into the pipeline is going to vary across people. Definitely definitely andi and channel preference is something that would be talking about some of the later findings as well. But that’s that’s, a great point is actually tailoring how they found you in that messaging and in those stories and how you communicate with them is also very important. Yes, okay, thanks, rich. We need to take a break on when we come back. Of course, you and i’ll keep talking about a billa’s donorsearch exgagement study. Stay with us. You’re listening to the talking alternative network. What are the latest travel trains? How khun travel. Be a part of your overall health and wellness plans. This’s william paris, lifestyle travel consultant and your host foreign travel and wellness today. Join me on thursdays at twelve noon eastern time. For travel chat, travel tips and travel news. Update that’s on thursdays at twelve noon eastern time on talk radio dot n y c. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future. You dream of. Two, one, two, seven, two, one, eight, one, eight. Three backs to one to seven to one eight one eight three. The conscious consultant helping huntress people be better business people. Talking dot com. Hyre welcome back to big non-profit ideas for the other ninety five percent. I can’t send live listener love, spy city and state today because we’re pre recorded by a day it’s a it’s a day before the live show. But of course, live listener love to each person who is, in fact listening live podcast pleasantries so there’s over ten thousand listening and the time shift, wherever it is, whatever device, whatever you’re doing, maybe washing dishes. That was the latest i’ve heard podcast pleasantries to everybody in the park in the podcast and listening that way and our affiliate affections love our affiliates, those am and fm and online stations throughout the country, whatever day, whatever time they they play it and their schedule affections to all our affiliate listeners. And, of course, katy art being our newest affiliate in davis. Richard you from davis or davis area, by any chance you said you said i am not out from from her down the beach, california, down south. But i lived in san francisco for about seven years, okay? Yeah, you did mention bay area. Okay. All right. So moving on, we have we have some disconnect, but between donors and non-profits around frequency of communication. Yeah, and this was one of more controversial aspects of the study. We had a couple people come up to this on this, we actually had somebody accused of malpractice, quote unquote, talking about communication frequency and think they read it slightly wrong, so what we found is non-profit professionals were ten times more likely than donors to feel that they were not communicating enough, so the organization’s felt they should be communicating more donors were saying, you’re doing it just about right? So there’s a disconnect there so some folks thought were saying, don’t communicate as much. Don’t email as much don’t do as many facebook post and that’s, not really what we’re saying, what we’re saying is actually bringing in the next key finding with this one is critical content is more important than frequency or channel, so what we’re saying is it’s not how much you communicate it, how you’re communicating, one is communicating with really good content, so that is giving them the stories the thank you’s showing the impact, the accomplishments that you’ve made that’s, the content that they want, that’s, the content that they don’t mind if. You email mohr of it. The other thing is to customize your content, you’re now non-profits are now being compared to amazon and zappos and these for-profit who are really customizing and tailoring their content and donors air at home going well, if amazon knows that i like books about weaving, why can’t my non-profit know what i’m interested in about the organization wanted? They know that i’m interested in the girls after school program, how come they can’t taylor that content? So we’re saying better content and a little more taylor to the organs to the individual donor, you have some findings on different channels that donors would like to see frequency manage differently on? Yes, definitely, and that was some of the interesting fundez while there was some surprises in there and some things that we have come to expect as any particular ones you’re interested in tony yeah, well, let’s start with email. What, what, what, what? What donors feel about the email channel? What i found about email, what i was actually very happy to see and something i’ve been preaching for a while is that email is actually pretty solid across all groups, andi also way also had at abila we also slice the, uh, the the data by generation, so we slice it out by millennials, gen xers, boomers and matures on, and we found something like email was actually solid across all of those generations, in fact, that matures, which air, you know, sixty five over sixty nine percent of them said that email was a fine way to communicate with them. So when people say that the older folks aren’t on e mail or they don’t like getting their email, we’re definitely seeing a shift change there. Yeah, i don’t agree with that matures or olders how boomers boomers matures don’t like email. I think in a lot of cases you would have the individual would have given their email address to the to the organization. So you’re you’re expressing your preference for that channel that way. Ok. What about direct mail? Us paper mail? What? Your findings on that? Yeah. There’s. Actually. Interesting finding on that. And i definitely want to dig deeper. But we found that, of course. You know, you would expect boomers and matures. About eighty percent of them are saying direct mail’s fine. Ah, funny. That was a little surprising as millennials, eighty four percent of them said direct mail’s fine and my my running theory right now, i don’t have any evidence to back this up yet, but that millennials aren’t getting a lot of mail, so getting something in the mail is kind of a cool thing to them, you know, maybe direct mail might work with millennials. Okay, it’s gonna be something that we looked at a little deeper. I see why you were chuckling when when i ask you about that. All right? They’re not getting enough. Those j crew catalogues on the american apparel catalogs. Just not sufficient. Exactly. Okay, um, all right? Interesting. And then all right, so then, sort of related to that is that people do want content that they believe that that is relevant to them most definitely most definitely, and it really gets into the segmentation. Yes. Okay. And we’re going, we’re going to get teo. We’re gonna get the segmentation. Well, i guess we could, you know, means it doesn’t have to be in the sequence that you and i have been thinking about since we’ve teased it a couple times. Now what? What do we know about segmentation well, other than it’s not really being done quite as well as it ought to be. Yeah, yeah, definitely. And i think if if if you talk to non-profits their pride pretty honest about this in fact, fifty two percent of non-profits felt like they really weren’t using, you know, segmentation as well as they could, and we found surprising. Well, not surprisingly, fifty two percent of donors felt like organizations weren’t taking their preferences into account. And so when i talk about segmentation, that’s what i’m really talking about his donor preferences, how can you build an experience that the donor feels that you have taken their preferences in account that you have taken their interests into account? Remember, like i said earlier, you are being non-profit are being compared to amazon and zappos and all of that now, so they’re getting highly segmented in some of their emails and some of their communications that they’re getting on, and they’re not being segmented and talked to in a very specific way from the non-profits so we really need to do a better job at that that when we found his most non-profits felt that they were using donation amounts as a source of segmentation, but it really dropped off drastically when we started looking at other ways to teo segment. And so what i’d like to suggest to my non-profits is to start with donation amount because, you know, you’re already doing that and then try to add in one or two more other data point, andi, you know, a really easy one to do would be interested. Um, what are they interested in? What have they shown any sort of interest in and a lot of non-profits have this data already on hand, and they might not even know about it. You can go to your email marketing software and look at what links did they click on that they click on a link for the girls after school program? Then they’re probably interested in women’s issues, girls issues, or maybe they even have girls, you know, did they click on red eyed tree frog? And they did click on polar bears so you can actually pull out some of that interest data. So they’re telling you in many ways, on dh, then you can segment further down from there, okay, so we we’ve talked. About age and interest communications channels. What else? Ah well, we mentioned giving him out that’s that’s very standards. That seems very, very standard method of segmenting what else? What else can you recommend? Another interesting one to think about his location on? And i think this one is particularly good for national organisations, organisations that are that are fund-raising or doing things across the country. And the best example that i’ve seen of this in recent years has been the obama campaign. During the last obama campaign, there was a window. There was a new york times reporter. I believe they did it interesting study where he went, and he signed up for all the candidates emails, but he signed up from different parts of the country. And so for the obama campaign, when he signed up in portland, oregon, he got very different emails than when he signed up in south carolina. Portland, oregon. He got emails about forestry, about labor issues down in south carolina. He got very different communications, so just buy the location that somebody’s ass that they signed up for. You can actually start segmenting based on that and making educated guesses on what? Their interest might be, and then you look to your email statistics that they continue to click on those things that you think they’re interested in. Then yes, they are. If not, then you, then you can try something else. Signing up from portland, i would add, thai food should be added to that interest because i had i had the most delicious thing in cycles are really big in portland. Oh, are they? I didn’t see that, but i didn’t see i didn’t see any use cyclists miss that, but i had the most delicious us thai food that i’ve had since i’ve been to thailand and i live in new york city and supposedly we have good restaurants here. But, uh, i have to shout since you mentioned portland pock pocket pook, pook, best thai food i’ve had. It was in portland best us tie i’ve ever had, so i would add thai food to the forestry to the forestry interests in portland. Okay, yeah. What? What about agent? Which, if we don’t have a gin our database wait, how do we get out that that that that is an interest one and that one’s going to be a little bit of a challenge? But i have some ideas that i think might might help broke down, so it is an important one, and we really do want to highlight the age since we did look at this data and we did, you know, at abila we slice it up into the different age groups, you know, millennials gen xers matures, baby what’s up, we found that only three percent of non-profits said that they’re really looking at age on a frequent basis in order to segment, and we saw, as you saw in the channel preference and all that there are some big differences in there. So when you’re looking at age, i think there’s some ways you can get this data, some of this data non-profits may already have if a non-profit has done a walk or a ride or a run or any sort of event like that, they probably asked for a gin order to put them into their age brackets and so that can help get that data right there. Look at any of your past registration on and see if you have that that age data on do you know it could already be there? The other thing is to do a donorsearch on and there’s a lot of good reasons to do. It donorsearch not just for ages, but to actually get into your preferences. I say all the time that you know, when we talk about best practices, a best practice is really just a starting point. You still need to test it and try it out within the organization because you might have very different donorsearch mints than what we’re talking about here. And so by doing a donorsearch way, you can dig deeper into what their bread, you can ask them their channels reference, you can have them. You know how they want to be communicated with how frequently they want to be, commute whatever you want to do in there now. The big problem is surveys of getting people to turn them in. You’ve got to come up with some incentives for them to turn in those surveys, you know you can obviously, give away some chock keys, a t shirt or a bumper sticker or, you know, a discount to your gala, something like that. But in a new idea that i’m seeing a few started to experiment with now is doing some sort of matching grants or matching gift with service. So get of one of your major donors to say anyone who turns in the donorsearch ve i’m going to donate one dollars, two to the organization and letting the donor’s know why you’re asking for this data. The reason you’re asking for the data is so you can communicate with them in the way that they want to be communicated with, you know, letting them know that you know, that they’re overwhelmed with emails and overwhelmed with with direct mail and all that stuff, and you only want to be sending him the communications that they actually wanted, that would be their incentive for filling it out as well. I love that donor dahna contribution match for ah, for each survey we have a donor who will donate a certain dollar amount. That’s outstanding that’s it that’s it gets a cool idea. Haven’t heard that. Excellent. Excellent. Um all right, well, any other, any other suggestion about getting at age for an organization that doesn’t have it? It’s not well, we can. We can move on anything else you got? Yeah, you know that. I mean that i think something is going to develop over over the next six to ten months if any listeners out there come up with some good ideas, please send him in, send amar away because i’m looking for new things to test and try on defy could find new ones. I will let you know as well. Okay. And i’ll remind listeners ah, that you are at rich dietz d i e t z at ridge detail on twitter um, okay, let’s, let’s, move, move on then some other takeaways people love giving right makes them feel very good. It actually makes them feel very good on. And this is one of the interesting ones is the number one way that they felt engaged and connected to an organization was through the act of giving. Volunteering came in a fairly close second on attending events, and doing things like that really had started fell off dramatically. From there people people felt like attending an event wasn’t as engaging as, you know, volunteering or actually donate and on the surface you’re like, okay, that is totally obvious, right? But there’s a couple of key points, you’re one, i try to use this to help non-profits feel more comfortable and asking for money people want to donate, and when they do, they feel really, really good, so you’re actually helping people to feel good, so you’re doing a service for them, you’re not taking their money, you’re giving them good feelings is the way i like to tell us, why not? Provoc dahna very good, very good love that. Okay on you have now there’s a difference among millennials? The number one and two are swapped. Yes, it is, and that was really interesting for us. So millennials number one is volunteering and number two is donating and what’s interesting is this aligns really well with some other research and other discussions i’ve had with folks that air that air looking at millennials is millennials have a very different process, one on how they evaluate an organization and how they engaged with an organization. What they’ll do is they’ll go teo and organizations social. Media profiles to learn a little bit more about them they want to see that you’re really people, they want to see that you’re human. If you have the same sort of corporate speak that you have on your website, they’re they’re they’re probably gone. They’re not even going to engage with me any longer, but if they like what you’re saying on social media, then they’re going to come in and volunteer. If the volunteering goes well, then they will make that donation decision, so it is a very different way on dh really, organizations should be looking at getting millennials volunteering well before they even asked them for for a money which which makes sense if you think about it, our wonder of millennials are telling us that they have they have more money than the rest of us, and their time is scarcer, which would well, i don’t mind their time being scarcer, but if they have more money than the rest of us that’s annoying the hell out of me, that’s what they’re saying way have just like a minute and a half before we have teo to wrap up so let’s uh, let’s just flush. Out a little bit more. We’ve already very touched on this a fair amount, but the differences in engagement around age and generation. Yeah, so that you know what i would recommend for folks to a download the study. And they could do that at abila dot com a b o l a dot com forward slash donorsearch gauge mint study on dh there they conceal the charts and dig deeper into the data. But we did find those very interesting differences and, you know, like i said, you know, you’ve got to take everything like this, aziz, a starting point on, and then you need to test it and try it within your own organisation. Weii brought up a lot of the ones earlier about direct mail and all that. But another one i found really interesting on the differences was on, uh, gifts where’s that i’m looking at my date right here. Rich, we have two that’s. Okay, we have to wrap it up. But you’ve told people where the where the study is and if they want more through, they could get you on twitter at rich dietz which, thank you very, very much. Thank you so much. All right, thanks. My pleasure. Thank you for joining us. Tony steak to and the right database air coming up. First opportunity collaboration. It was a terrific experience. It really kicked us up to the next level. We built out a fund on site, and we have raised two and a half million dollars toward a target first close of five million dollars from delegates at the twenty thirteen collaboration that’s from russ baird, executive director of village capital yusa. There are funders at opportunity, collaboration and the rolls and impact investors, as well as lots of smart people from non-profits opportunity collaboration, a weeklong unconference in x top of mexico for everyone who is working in or around poverty alleviation, lots of people who can help you get your work done. And there’s plenty of free time built in to meet those people, make friends and figure out how you’re able to help each other. I was there last year. I’m going this year. Every session is in a circle. It’s very collaborative. No power points, no plenary speakers. Three hundred fifty people from around the world collaborating. If your work is related to poverty, check it out. Opportunity collaboration, dot net. We had a death in the non-profit radio family. Rochelle shoretz the first guest on non-profit radio to die deshele founded sharks share it, a support network for breast cancer survivors and very sadly, she’s no longer a survivor. It was june first when she died. She was on the august thirty first, two thousand twelve show, and we talked about storytelling and deshele very generously shared her story and story of lots of people that share share. It has helped and worked with my thoughts go out to her family and shark share it and those tens of thousands of women and men that her work has touched. Oh, and i have a tribute video with a link to the show on also the new york times obituaries at tony martignetti dot com and that’s tony’s take two for friday, nineteenth of june twenty fifth show of twenty fifteen here is the next segment, which is also from well from ntcdinosaur as many have been lately. Excellent stuff from the non-profit technology conference here is the right database. Welcome to tony martignetti non-profit radio coverage of the non-profit technology conference twenty fifteen were hosted by intend the non-profit technology network in austin, texas, at the convention center. My guest is michelle chaplain, she is senior manager for online fund-raising at pbs and her workshop topic is how to choose the right database for your organization. Deshele welcome to the show. Thank you. Great to be here. It’s a pleasure to have you thank you for taking time on a busy conference day. Let’s uh, let’s, start with a threshold question how do we know if our existing database needs to be changed? Yeah, absolutely that’s a great question, and i think the first thing is you have to sort of go through the process as if you’re looking to change your database. So first you wantto look att all your current users and what their needs are, what they’re trying to get out of the database and what it is doesn’t do that they wanted to dio, and then you need to bring all of those questions to your current vendor and asked them like, is this something that database really can’t do? Or is this an add on feature that we can pay for? Or is this you know, a custom ization that we can get or do we actually have access to this all along? And we just didn’t realize it. And then you went away like the costs of adding those features to your current database to the cost of switching and implementing a brand new database, which is substantial when you taken implementation, cost training cause and just the time it’s going to take for your staff to learn a new system. How do we filter out when we’re asking these questions in our organization between people just complaining about the database and really having a genuine need that isn’t being fulfilled because lots of people have complaints absolutely way filter out the yeah, the mere complaints on dh sort them out from the woods. Isa really write well and i think it’s really helpful to build requirements document, which is just a family non-technical word for need tohave list and a nice hot list. So you take all of the various rants and complaints and things they want, the database tohave and you divided into things that are real deal breakers like your database is not gonna work. Your users are not going to get what they want without these. Things. And then the nice to have things which, you know, might help you increase adoption. It might make a few people happier, but it’s not going to make or break your database and that’s going to help you kind of narrow down your options. Okay, so people will become more rational if we asked them to categorize between needs and needs and desires. Exactly. Okay, we’re trying to insert some rationality into this whole process, right? Be a lot more strategic and sophisticated. Okay. So then, if we have our we have our requirements document, uh, most vendors are going to be willing to review this with us. Yeah. And generally, when you ask a vendor to present there their database or their system to you, they probably have, like, a put together power point presentation. And i would say, just send them your requirements. Ask them point blank, like, does your system me all of these requirements? If not, then they don’t need to waste their time presenting or your time, you know, giving you this presentation. And when they present to you, ask them tio just do open up a kn example of their database and go through the steps that you, your users, will go through. So you can see what your user experience is. Rather than just getting kind of their standard sales pitch. That’ll save you both a lot of time. Let’s. Take a step backward when you’re talking to your existing provider. How do you sort of position it so that they don’t feel like they’re being threatened, not threatened, but so that they don’t just become defensive and you know, but you, you know, you didn’t identify that is a need years ago, we didn’t understand that that was a requirement of yours, you know, he’s trying to cut through that stuff and just can we get our can we get our needs met, right? Yeah, and i think it’s it’s a matter of, you know, acknowledging the fact that this process you’re going through is a process that you’ve just started and you’re looking at a database and you’re looking what people didn’t need to get out of it, and you’re asking them, like, is this something i could do with the database? You know, because this is a new, like me that has come up or this is a new requirement that we’ve identified that’s goingto be necessary in the future and, you know, most vendors will work very hard and if it’s at all possible to keep your business going your way, you’re asking exactly and understand, and, you know, if they can’t do it, then it’s sort of, you know, it’s self explanatory, why? Why you need to move on? And i think they understand that, like most vendors aren’t going to throw a fit over, you know, you making a reasonable, logical choice that this isn’t the right fit free. Okay, okay, um, so let’s, let’s jump back to dark metoo new potential vendors, are you ah, fan of r f piece for this process or some people are, and some people think they’re overblown and don’t really accomplish very much. I’m i’m a fan of a super simple r f k and what i do is my request for proposal are here my requirements? This is my requirements document the list of need tohave nice toe have stuff. And if your database could do all of my need to have in some of my nice to have that i want to hear from you, okay before exactly pretty simple or yes, compared to many that we’ve all seen exactly. Yeah, because most vendors, they already have their standard product. They’re not going to take the timeto, you know, answer. Accustom are for every single line. Okay, that’s, the that’s, the other side of one of one of the other disadvantages is you’re going not here from a lot of potential vendors who just won’t spend the time answering a lengthy are exactly okay. All right, so what’s, our next step? Well, how do we proceed in this in this process? Yes. So once you kind of have your short list of vendors and you’ve seen their presentation, then you really want to dig in and evaluate those, you know, top three or four vendors. Teo really ascertain whether or not they meet your needs and if if they all meet your needs. Like what nice tohave requirements do they also meat that will help you further narrow your list down. Andi, i for this part, i recommend, like, actually doing trials of everything. And if a vendor won’t let you try out their product and go in and mess around, i would be a little bit wary of that, because then you’re like buying. You know, you’re buying a car without giving it a test drive. So what do you migrate? Just a part of your database into the into each platform that you want to test. Yeah, you can just create some sample data. Are a lot of databases ifyou’re doing their trial portion? They even would come with sample data so you can just play around with the way it exists and just go through a few of your processes, you know, there doesn’t have to be, you know, huge reports generated or anything useful, it’s just you need to be able to see if your users were going to be able to get what they need to get out of it. All right? Dahna no, please, no more. Oh, so then after that, you can just sort of rate the different the different options based on your criteria. So your needs to have obviously, if they don’t meet any of the needs to have that’s a deal breaker, you can stop right there, throw him out and take him off your list. They wasted your time because you’re you asked him that originally exactly hyre they more points they lose right for squandering time? Alright, who’s involved in this process from the organization now that we’re out to the outside potential vendors. So i mean, i think there needs to be like a point person or a project manager who’s doing the implementation. And really, that depends, like, if it’s a small organisation, it could be just somebody with the title of project manager or executive assistant or you, you know, it might be the ceo doing all of this by themselves and then buy-in bigger organizations, they probably have, like, a database implementation manager or an administrator who’s in charge of all the databases who can kind of oversee. So it depends on the size of the organization, but really, one person should take ownership of it, and then they can lease and manage all the relationships with the key decision makers like the cfo, the ceo were actually, you know, signing the checks and then all of the different types of users, the power users who are going in and, you know, stretching the database to its limits every day, the people who maybe, like volunteers using it every so often and then all of the managers and and other people of the organizations who may not ever use the database but need information from it. So, like, your finance officers might need financial reports out of your database, but they don’t actually go in and generate the reports, so we need to talk to them. Tio, do you think the board has a role here or not? Really, i think it really depends on the board and the scope of the project that you’re working on. So if it’s a large like, if it’s your like a financial management database and the board, you know, is looking at the finances of recorder, hopefully and is generating the reports that i think including them in, you know what they want to see in terms of those reports and make making sure that the database meets their needs in that respect on dh then on the other hand, if they’re key decision makers in terms of this, this could be a very large purchase, and they’re, you know, key decision makers in terms of purchase decisions, then you need to be able to show them like this is the best option for organization and why and having that, having that documentation of like this so these air need tohave nice to have criteria and how every single option rates and you’ll get sort of like a clear picture of this is the winner and it’s something that’s easy for them to. Digest and easy for you to sell that yes on dh in large part because you’re showing that you’ve done your due diligence when you can document the process that you’ve been through. Exactly. Okay, thank you for that aggression we were at the stage where we’re testing, we’ve got we’ve got sample data yet, and we’re testing a few alternatives exactly, and then it’s just about going down your requirements document and checking off like every every process you go through everything that it khun dio, you know, all the little nice to have stuff that you’re users may want, but it’s not necessary and, you know, grading those and using those two just rate, you’re different options and again, that’s going to give you a clear winner in fact, there’s a really cool excel spreadsheet, which allows you to do like waiting of your different options, and you’re different criteria, and it gives you a new miracle score for each of the vendors. So you can say whoever has the highest score wins and has the advantage of waiting, so everything is not equal. Exactly because in reality, it’s not all right, what’s our next step now we’ve we’ve selected one, i presume we have a stage where we’ve we’ve chosen one, the chosen one, you’ve hopefully chosen wisely and everyone’s on board because you can straight that you did your own work and and then it’s time to make a plan like this isn’t the end really it’s the beginning of what goes in our plan? S o i like transition plan exactly the implementation plan on dh. I like to start with kind of the end date. So when we want all the users to be able teo, log onto the database and use it that’s the kind of what i start with, and then i work backwards from that until they get to today. So maybe, you know, three to four weeks before the end will be, like the soft launch where our power your users can go in and play with stuff and look at it and maybe, like a month or two before we’ll do that data migration on dh, you know, you just map it out and going backwards until you have today. We’re it’s like that. Everything you have to do right now. Okay. Okay. Let’s. Spend a little time on migration, because that could be very, very messy. We should expect a lot of support from the new vendor in migrating data. So that’s going to be something that you have to consider in your requirements document is how much support do you need to migrate your data? Do you have a lot of in house expertise or you’re going to need full support? And is this new database something that you know your i t team are your in house database experts can figure out and migrate your data into. Or is it a proprietary software that the vendor has to do themselves so that’s definitely something you want to consider while you’re looking at different vendors, what your need is in that respect, another option would be hiring a third party or an external consultant to come and look at your current data, clean up your database and migrated over for you. Yeah, this could be an opportunity to clean up your data. Exactly. Okay, up. Maybe you can include cleanup in the migration support that you get from the from the new vendor. Absolutely. Build that in. Yeah. I mean, just like every time you move your house. You kind of clean out your closet. Every time you migrate your data, you want to think about cleaning it up. Like what you’re hearing a non-profit radio tony’s got more on youtube, you’ll find clips from stand up comedy tv spots and exclusive interviews catch guests like seth gordon. Craig newmark, the founder of craigslist marquis of eco enterprises, charles best from donors choose dot org’s aria finger do something that worked. And levine from new york universities heimans center on philanthropy tony tweets to he finds the best content from the most knowledgeable, interesting people in and around non-profits to share on his stream. If you have valuable info, he wants to re tweet you during the show. You can join the conversation on twitter using hashtag non-profit radio twitter is an easy way to reach tony he’s at tony martignetti narasimhan t i g e n e t t i remember there’s a g before the end he hosts a podcast for the chronicle of philanthropy fund-raising fundamentals is a short monthly show devoted to getting over your fund-raising hartals just like non-profit radio, toni talks to leading thinkers, experts and cool people with great ideas. As one fan said, tony picks their brains and i don’t have to leave my office fund-raising fundamentals was recently dubbed the most helpful non-profit podcast you have ever heard. You can also join the conversation on facebook, where you can ask questions before or after the show. The guests were there, too. Get insider show alerts by email, tony tells you who’s on each week and always includes link so that you can contact guests directly. To sign up, visit the facebook page for tony martignetti dot com. I’m rob mitchell, ceo of atlas, of giving. And you’re listening to tony martignetti non-profit radio. Big non-profit ideas for the other ninety five percent. Oppcoll we need to be very specific. I would think about what’s going to be included in the in the implementation plan that it be in the contract with the new vendor. Yes, absolutely. And most vendors will build that in usually it’s in like a number of hours that they’ll offer in certain packages to work on dahna migration on training, on support on dh, they’re all you know, most vendors will negotiate that with you depending on your organization’s needs. Okay, what’s, our next step now we we’re past the time line. Where are we now? We’ll hopefully you do everything on time, right? If your implementation over schedule, of course it doesn’t. But it’s a it’s an aspiration exactly off the goal. We’re talking in hypotheticals waken weakened dream. But even if not, you know and plan for that in your timeline to, like plan for what happens if everything falls apart and we don’t launch, you know the database on october first if we do it november first. Like how much of a catastrophe is that? What about december first? You know if it’s a cr m and you’re doing your in giving do you really want? Your database to launch on december first so, you know, planning for contingencies like that. But once you’ve gone through the timeline, once you’ve migrated your data over, you’ve gotten your staff trained on it, you know, your users air doing it, you’re getting good user adoption and really including them in the entire process, asking them what they want is going to be a big help to you and getting user adoption. Then you know it’s about just maintaining your database and keeping the support going and keeping your users engaged in using it and making sure it’s still doing what you’re doing is there much of a difference? And you’re free to tell me that it’s obviously the way whether the new vendor train’s just the power users like train the trainers, or whether they should be training all the users does that matter? I think, and and then the trainers would train the lower level users, right? Your internal trainer, i think there’s something to be said with training the trainers. You just want to make sure that you have enough to support your kind of lower level users so they can all get training quickly and also, one of one of your trainers leaves. Do you have another trainer? Do you have a program for keeping that knowledge and house, or will the vendor continue to train people on an ad hoc basis afterwards? So, you know, it’s, just the benefits and risks of having some stuff done in house versus everything done by the vendor, okay? And then, of course, ongoing support critical. Well, it really depends on again your in house expertise and how complicated the databases that i always think of smaller and mid size non-profit because that’s, what our audience is right, they they’re they’re less likely, and certainly they could, but less likely that they’ll have a lot of in house expertise around. Yeah, third base administration and day to day issues. So support is important. Yes, definitely. We still have a couple minutes left. What do you want to share that i haven’t asked you about? Goodness? Or more detail on something immediately, even if we talked about it. But any more detail? Yeah, i mean, i think one thing that we didn’t really have a chance to go into in depth is the idea of hiring a consultant to do all this with you, especially if you are a small organization or even a medium sized organization. You might not have a staff person with the time to do all of this research and, you know, talked all the vendors and go through all the trial periods, and you know, the advantages if you do it with the consultant, you have them come in, they assess all your needs one time, you know, they talked to all your respective users bundle that they already have a really good knowledge of all the different you know, database is out there and how they would fit so they’ll know which vendors to go to, which are the best options, probably in the first in the first place, and be able to pull it in and it’s assess it so you can kind of skip over the decision making their research part and go right into your short list. Where? You know you work with a consultant, teo, analyze the, you know, the top three best fits and they can make, like, a spreadsheet and analyze it and make it so you can, you know, defend it to your board and show that, like there’s, you know, research and due diligence was done on that, you know, it’s more expensive, but it’s off your plate and it’s off your staff’s plate. You could also be value in the consultant evaluating the state of your data. Someone objective who’s not likely to say. Oh, well, you know, there’s this problem in the data, but yeah, we figured out how to work around that. So it’s not a big deal when really, it is a big deal because you have faulty data. You’ve just developed a workaround. Exactly. Yeah, and then they can also come up with strategies for cleaning the data or people you may cos you may want to engage to help you clean your dad up. So it works for you the way you needed tio what’s been the pbs experience. Have have you done database change? We actually went through thiss process about a year ago. We were looking at changing our email marketing system and way kind of went through the first update our needs assessment talked to all the users, went back to our vendor, and they actually made a lot of changes in custom is asians to our existing system so it would meet our needs and, you know, and now there are just a really strong partner, and they’re consistently checking in with us to make sure that databases still meeting their needs. So it it is it really, you know, we didn’t end up changing databases, which saved me a lot of headache personally, and it gave us, like a really strong relationship with our current vendor. Have you had your session yet? No it’s tomorrow at three, ok? Because i was going to ask if you heard of any disaster stories that do you know of any migrations that went badly? Conversions went badly. We know of so many so many. I mean it’s. One of the reasons that i proposed this session is because migrations often happen too fast without enough thought and they end up just blowing up in people’s faces nobody’s happy with the end result and they end up, you know, a year later, after hobbling along with their new database, either switching back-up watching something different into a completely s o i am looking forward to hearing a lot of horse stories tomorrow you expect you expect to hear a good bit, but we could do this all much more strategically and smartly if we have this plan and process that we just talked about? Absolutely. And avoid the heart. Avoid being the next horror story of ntc twenty sixteen. Exactly. All right. Thank you very much. Michelle. Thank you. Michelle chapman, chaplain. Pardon me. Michelle chaplain is senior manager for online fund-raising at pbs. And this is tony martignetti non-profit radio coverage of the non-profit technology conference. Twenty fifteen. Thanks so much for being with us. Thanks to everybody at antenna non-profit technology network loved being at ntc this year. Next week get your emails delivered and did you know that there’s a job called emailed deliver ability specialist also the open movement. If you missed any part of today’s show, find it on tony martignetti dot com opportunity collaboration. The world convenes for poverty alleviation. That outstanding unconference that’ll ruin you for every other. Conference opportunity collaboration. Dot net. Our creative producer is claire meyerhoff. Janice taylor is today’s line producer shows. Social media is by susan chavez, susan chavez, dot com and our music is by scott stein. Be with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent. Go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark yeah insights, orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a m or eight pm so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun and applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist took two or three years for foundation staff, sort of dane toe add an email address their card it was like it was phone. This email thing is fired-up that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were on dno, two exchanges of brownies and visits and physical gift mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i i’m a big believer that’s not what you make in life. It sze you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just put money on a situation expected to hell. You put money in a situation and invested and expect it to grow and savvy advice for success from eric sabiston. 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Bryan Giese & Jenn Smith: Integrate Social And CRM
How do you integrate social media data into your CRM database? What social media data should you preserve? I talked to Bryan Giese, Heller Consulting’s director of marketing, and Jenn Smith, Heller’s vice president of digital agency, at the Nonprofit Technology Conference (NTC).
Austen Levihn-Coon & Rachel Butler: Technology And Organizing
Technology has created opportunities for organizing, but also challenges. Austen Levihn-Coon and Rachel Butler identify the challenges and how to overcome them. They share strategies to deepen engagement beyond petition signing and identify leaders in your community. Austen is chief innovation officer at Fission Strategy and Rachel is campaign representative for the Beyond Oil campaign at Sierra Club. We talked at NTC.
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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent i’m your aptly named host and i’m glad you’re with me. I’d be forced to endure pseudo member nous stomach titus if it came within my ken that you missed today’s show integrates social and c r m how do you integrate social media data into your cr m database? What social media data should you preserve? I talked to brian gz heller consulting’s director of marketing, and jen smith heller’s, vice president of digital agency at the non-profit technology conference and t c and technology and organizing technology has created opportunities for organizing but also challenges. Austin levine kun and rachel butler identified the challenges and how to overcome them. The share strategies to deepen engagement beyond petition signing and identify leaders in your community. Austin is chief innovation officer at vision strategy, and rachel is campaign representative for beyond oil at sierra club. We talked at and t c on tony’s take to a new non-profit radio knowledge base sponsored by generosity siri’s hosting multi charity five k runs and walks here’s the first of the two ntcdinosaur views today with brian gz and jen smith welcome to tony martignetti non-profit radio coverage of ntc the non-profit technology conference two thousand fourteen we’re at the marriott hotel wardman park in washington, d c and with me are brian gc and jen smith. Brian is director of marketing at heller consulting. Jenn smith is vice president digital agency at heller consulting. Brian jen, welcome, thanks so much. Thank you very much for having i’m glad. Thank you for taking time on a busy conference. You’re workshop topic is bridging the gap between social media and cr m let’s. Make sure everybody’s on the same platform on the c r m of course, constituent relationship management which would be your date abate your software for fund-raising and all things engagement with with your constituents don’t have that right. Yes, that is correct. We’ll have no, i know the acronym, right. Is that how you would? What would define cr m as? Yes, definitely. Serum is, you know, your your underlying systems that keep track of everything that your constituents might do. So you know the best case. Everything is connected with the central point being your actual constituent so you can find out. Everything they do across all of your efforts, whether it’s volunteering or fund-raising or communications, if you can have that all center around that one single constituent it’s a great thing, instead of trying to merge databases and merge content. Okay, and thank you and jen what’s the what is the gap between social and cr? Um, well, you know, i think that socialist still a relatively new it’s, a new endeavor for a lot of organizations not necessarily knew in terms of the content they’re creating, but in terms of how they’re thinking about data, so, you know, you can get a lot of information, you can get a lot of social data out there, but how you tie that back into your serum and what you actually do with that data and how it can change things that your organization, i think it’s still a little bit of a mystery for a lot of organizations, so i think, you know, when you’re thinking about social media, you’re really trying to say here’s, a place where we’re engaging with donors and constituents, um, and we want to make sure that we’re capturing the right data from those engagements in order to really make use of that in your overall marketing and communications strategy with with a donor and constituent does this start with mission? Is that the place to evaluate start with our evaluation of how we’re going to integrate these two doesn’t begin with mission. Yeah, i think it always needs to begin with mission, right? And i think it begins really with with your goals and what you need to do strategically as an organization. So, you know, you need to be thinking about what we want to do with fund-raising what do we want to do with advocacy? How do we want to mobilize people? And those things need to still remain in the core of what you’re thinking about even when you’re talking about social media. Okay on dh how do we start this? The integration between social and r c r m you want to field that one? It’s it’s? It depends upon your organization. I think jen said it just a moment ago is starting off with your goals and what you want to achieve what you want to what type of communication you want tohave with your constituents and another argument. Why? Are we in social? Right where we drink, right? Why are you doing it? Where do you want to reach out to them? Where does your audience live? Are they on twitter on facebook on linked in? Are they just gonna read blog’s? How do you connect in with them? And what do you want them to do? What messages do you want to send them? Once you figure out what messages you want, then you can figure out where’s the best place to put them. And then how do you want them to react to those messages? What actions do you want them to take? And and how do you want them to react back to you? Are you trying to just get more followers? Um, that’s a great thing. But you really want to be able to do something with them once they’re following you. Do you have a conversation? Do they feed information back to you? Do they let you know what’s going on in their world on the front lines of whatever your mission might be. And are you encouraging them to do so? Hopefully, yeah. Back. Yeah, yeah. Hopefully that’s where you really want to? Do you want to create this interactive engagement to make people feel mohr integrated and important in your cause and not just give us money? Give us money? You know, you want them to really feel involved in what you dio and an important part of your mission because they really are, you know, obviously we all know that, but people don’t always feel that way. They give their money, they volunteer, they walk away from it, and then they see something in their e mail or something that comes into their mailbox. And they’re like, oh, i did do this feeling kind of transactional. Yes, not relationship, right? You mentioned. Where are your people? Where are the people? You’re going to be engaging through social. How do we find out where they are? Wei have just sorry you were about poor guy. Took a breath ready to talk and i have more questions. But i’m trying to start a hypothetical spot. Supposed to just have them. Ah, us mail. We just have us mail addresses and an email. I suppose we have those. How do we know what social channels we should be in to be talking? T this? This constituency, i think i think a good way to start off with is but there’s a couple approaches, one of them is to do smaller tests and, you know, if you set up in twitter, you set up in facebook and start reaching out in telling your audience that you’re there. So if you have their email address, you have their direct mail address put those presence is up and say, yes, we do have a twitter account, we do have a facebook account, follow them if you like us and then you’ll start to see one gets a little more traffic than the other, you know, ifyou’re on linked in you’ll see, oh, mohr and more people have us on linked in, so we’ll put more effort there, there’s others there’s tools that are available that let you take your e mail address and it’ll search all the channels and say, yes, this person is on twitter is on facebook is on linked in, and i’ll show you all the accounts that they’re on so you could bring that data back into your cr m and connect that together and that’s a huge help, any tools that you can share that sites you can share that that would enables users non-profits to do that there’s one that directly does that it’s called small act their social profile. They do it. Casey golden, ceo of small act, has been on the show from bb khan. Yes, blackbaud unconference last year, casey well, mabe in two years ago, but i was there two years, but one of those past two years of e become casey casey golden was from small act was on. Yes, they have ah there sweet of tools is great for taking your existing set of data and constituents and connecting that to whatever their social networks might be. Okay, so that’s a great way to come back and say, these people are involved in these networks and they’re active there influencers or they just have an accountant don’t do anything so it’s figuring out where they are and if they participate, if they have a facebook account, it might not really matter if they never really use it. And i believe when casey was on, he was on with someone from blackbaud and i apologized to that someone i don’t remember his name hyre they they had done their homework before coming on the show and actually labelled me a key influence, sir, i think i was just so they get me to air the interview, i think it was heavily overstated. I’m barely a user, and but they were they were very generous, jen. Now, once we know where our constituents are, how do we start? Teo engage and then we’ll talk about putting that together with rcr. Um, yeah, i mean, you know, one thing i want to say just in relation to where people are is i think, you know, a lot of organizations end up feeling like they have to be every place when it comes to social media. So as soon as you know, instagram got big, oh, god, we have to have an instagram account or so we have to have a pinterest account or we have to start to get on snapchat there’s a lot of pressure within social media to kind of be on the next new thing, and i think for non-profits, you know, you’ve got limited resource is limited time it’s difficult to prove for a lot of organizations that the investment is worth it when it comes to social media, and i think there were getting better all the time at ways to do that, but i think, you know, as brian said, i think if you start small and and starting with the big too, starting with facebook and twitter is probably going to be a pretty safe bet for a lot of organizations, and once you do that, you will start to see patterns of, you know what? Like, we really have a lot more engagement on twitter and so maybe that’s really where we want to focus more of our investment on and then, you know, and then i think it’s another really difficult thing for organizations to do is to not just treat it like it’s, another channel to push out information and organizations tend to get really wrapped up in like, this is our agenda, these air our goals, these, you know, this is the program i want to tell everybody about without necessarily really listening to their constituents about really what they want to hear or how they want to engage with you or what kind of lifestyle are they leading, you know? So i think, you know, being able to take some risks about not always having, you know, tweets or facebook post that are, you know, specifically on mission, you know, about the organization about a program, but are really relating to people, you know, it was like, you know, if you love animals, this is probably something else you think would, you know, is great, you know, you should totally watch his video, and it may not be directly related to mission at all, but it helps really build loyalty and social media channels when you when your authentic on dh, when you’re not so focused on this is just a channel for us to push something out. But that it’s a way to start to develop, to weigh engagement, but isn’t that what we do in our offline in our real life? How you interact on facebook or twitter yourself, right? Found i’m walking past a restaurant, i think a friend of mine might like it, you know, you snap a picture and said, right, i read an article thought this might interest you forward it to a friend right now, just talking about essentially right, bringing what are thoughtfulness, right online and into the social network, right it is, and it’s it’s the same conversations you might have in person with someone. So, you know, if you’re sitting there talking to your friend and you only talked about your work and your mission and that’s, all you talked about, they’d stopped listening. They would walk away and they’re tired of hearing of it. But then if you say, hey, i saw these other things and you expand the conversation into the richness of us as humans and have that conversation. Then you have friends that stick around, and they like to talk to you because they get a great wealth of information from you and that you should do the same thing with your social networks and be able to have those engaging conversations and listen back to what they say and be interested in what’s going on in their life right? E-giving anything duitz e-giving, e-giving, ding, ding, ding ding. You’re listening to the talking alternative network waiting to get a drink. E-giving this’s. The way we’re hosting part of my french new york city guests come from all over the world, from mali to new caledonia, from paris to keep back french is that common language. Yes, they all come from different cultures, background or countries, and it common desires to make new york they’re home. Listen to them, shed their story, join us, pardon my french new york city every monday from one to two p, m. Are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. You’re listening to the talking alternative network. Yeah. Dahna listening key, right? Absolutely not. When we have a conversation. It’s two ways and right. So don’t treat our social platforms is just bulletin boards where where we post and you eat and we we’ve had the broadcast model for a very long time what our media has always been and it’s sometimes difficult to transition into an engagement model, but you really do need to do a lot more listening and finding out what what is interesting to them now, how do we start to integrate this with our cr m that’s? Your that’s, your larger your larger topic? What? What? We need to he’s thinking about teo accomplish that. So i think there’s a few things. I mean, we keep talking about listening. You know, i do think it’s worth mentioning that there are social listening tools out there. And the way that you were identified, for example, is a key influencer was probably through one of those tools, right? Maybe through small act, you know of saying, hey, you’re a cute influencer, and it might be because they said let’s look at how many people follow tony and that’s. What made you a key influence or not? Necessarily, that you tweeted all the time, right? So i think on and let’s take a step further and how engaged those heimans retweets, right? Replies so it’s not just the right number of followers, but how engaged are they with your content, right? Right, so, you know, so you really can get a wealth of data from from those types of tools and when you’re doing social listening and i think what is really important is actually to just go back to some fundamentals and say, ok, if i were looking at everybody talks about a three hundred and sixty degree view of a constituent, right? So if that were really possible and what we were looking at, what would be the data that would be really important to see in a donor record when you’re talking about social media and it might be, you know, you might think about your major donors and you might say, you know, what would be really helpful for a major donor staff would be to know how much that major donor is engaging with us on facebook or twitter, right or or if we’re solving kind of a customer service issue, right? So we had somebody complained on our facebook page, and we responded within twenty four hours and here’s how it got resolved. And so that when that major donor stuart, goes ahead and calls that person a week later, they can say we, you know, we heard you had a little problem, but i think it got resolved, how’s everything going right? So i think part of it is really being able to step back and think, ok, what’s the data that’s going to be most useful to bring back into our serum, and that is going to be different for each organization. And i think it really should be driven by your overall organizational goals and strategy on and then you, because the data could just get completely overwhelming. You know, social listening sometimes, like, you know, you can get a lot of noise, so you have to be really strategic in terms of how you set it up and then what you do with that data. Once you get it on dh talking to the different constituents in your organization about what their needs might be, right, what would the major gift officer liketo have? Right as she picks up the phone and great calls calls her boss because the thing that’s probably least useful but is really what is often how we measure success and social is, you know, number of fans or followers, right? And and it is a measure i’m not saying it’s not important, i mean, i think when you’re reporting back to your executive leadership and you’re saying, hey, we grew our facebook page by ten thousand, you know, fans or whatever i mean, that is a way to measure, but i think it’s really going beyond that and saying, ok, so what? What do we do with those ten thousand people like, how can we serve them better? You know how when we make the experience with us a better experience so that they stick with us forever? You know? And and that’s i think those follow-up questions and thinking about your data in terms of those follow-up questions is really, really key, okay? And it’s important to to consider you’re gonna have different segments of your social media audience? You might have a donor who donates lots of money to your organisation never tweets never gets on facebook or anything like that you might have someone who only donates ten dollars, a year to your organization. Who’s a huge advocate for your organization. And you have to deal with each of those differently. You know, they’re they’re both definitely vitally important to your organization, but you have to include them in different ways. You want to make sure that the person who’s an advocate has the information. They need to talk about your organization effectively and then the donor. They want to see a return on what they’ve given you. So they want to see something that’s important about? Yes, i donated this money. What is it doing for the actual recipients? Is it delivering the mission? They want to find out about that and and see that result. So you have to be very conscious of what you’re different. Social media audiences in general are interested in and provide that information to them. And with such a direct channel you khun definitely look through it and find it. Do you have advice on where to preserve this information within a person’s record? I mean, if we start with razor’s edge, are we able to drill into that level of detail? Like, where would you preserve this information that a program officer or a major gift officer might liketo have? Where we where we actually put it in the c r m? Yeah, years ago, i think that’s a little tricky question because it really depends on the serum that the the organization is using, you might end up needing to do some custom fields you might not depending on what you’re using. So so i think part of that is part of figuring out your strategy for how this comes back into your sierra is saying, where is this actually going to live? And how are we going to access it? And how are we going to run reports, you know, or what can we pull? You know, from a tool set that we’re using, you know, that allows us to get kind of a big picture of you, you know, outside of the serum in different tools will let you do different things like, you know, with sales force if you use radiance six and marketing cloud, they’re already set up to connect together and tio integrate all that data, so that process is pretty much established with small ax tools you could do a data upend, and it brings it back in and connects it for you. But then you have to work with your database administrators to figure out okay, what specific fields are going where? What new tables do we need develop? So you kind of have to work that out in very specific cases. There’s not just a, you know, a big old plug in that’s the social media plug in that everybody uses. I’ll also say just not to plug our session too much tomorrow, but we’ll be joined by daniel birgitta from the national wildlife federation, and she actually they went through and did a small act depends on dh, so she’ll be talking a little bit about that experience and what data they were looking at and how that got presented back to the rest of the staff, and i think it would be a really interesting, you know, organization that’s actually executed some of these things and how that’s look, can you can you talk a little about either that example or another client example, where, uh, i’m sort of interested in in the in the what we need to capture? On dh what? The benefit of that was any you share a client story around something, you know i could share. And i could share an example from something that i actually heard it. Dreamforce. So i went to a social listening session at dream force. And and there were some folks there from the gates foundation talking about their social listening program. What is dreamforce, dream forces? Salesforce conference that’s just todo norvig that’s their eyes. Their ntcdinosaur yes. Thank you. So i interrupted, but i like, you know, i don’t know how to be behind, okay, but, you know, but they were talking about how, you know, when they were when the u n general assembly was meeting, that they had specific you no interest in listening for certain terms in order to engage with people around certain issues. And it was it was a really interesting, practical use of social listening. In terms of, you know, one of their goals was to talk a lot about malaria, right? So so they did some social listening around malaria and the u n general assembly. And when those conversations really started a trend and that was, you know, something. People were talking about, you know, the foundation was able to capitalize on that and really focus some of their communications out into the world around what people were already talking about, and tio insert them in a really smart way into the conversation. So i, you know, i think there’s a lot of different examples, but but you do need to be pretty strategic and how you decide, teo, you know, deal with your data, do social listening on dh, what you decide to bring back into your systems and the ultimate benefit of all this is deeper relationships. Is that is that what we’re striving? Well and ultimately conversion, you know, i mean, i think like, it can be difficult to measure conversion sometimes, but i think, you know, in the end, organizations need to raise more money, right? And so how dio how do these better relationships are more engaged or two way engagement? Really, with your donors and constituents help fuel conversion and whether that’s conversion too? You know, we need more activists on the ground, you know, taking action or changing a law, or we need more fund-raising in order that, you know, help establish. Or run a program you know, that is ultimately what organizations need to do is is convert people. So i think, you know, there is a way where you can have a better customer or constituent service type relationship through social media, a better, better engagement, really, in terms of content that you have out there that can result in better conversion down the road, we still have a couple of minutes left. What else? What else do you want to say about this? I haven’t asked you about anything we talked about. You want to go deeper on anything your i know you’re feeling in our workshop. So what do you want to say? One of the big challenges? Whenever we have the discussion with people about this is, you know, exactly like you were asking, what specific data do i add in and it’s, we can’t emphasize enough how important it is to think about what you want to achieve. I know we’ve said that a couple times, but, you know, we keep hammering it in because everybody forgets about it, and they’re like, oh, no, no, no, we just we just want to get followers and tweet. Counts and and how much they tweet and how many people listen to him and it’s it’s so much more than that. And it’s really that strategy part and what are you trying to do? Why do you want those people? Why do you want more people following on twitter? What do you want them to do? What’s the purpose of having them follow that we were right trying to get up and what’s the purpose of following what kind of communication do you wanna have? And to me, it’s not any different from what we went through with email marketing. It started off the same way where everybody thought email was the next great thing, and we’re just going to send out a billion e mails and everybody’s going to come running after a couple of years you figured out you needed a better strategy for it, and social media is going through that same process of of what works, what doesn’t work? How do you communicate with people through this broadcast? Television went through it, radio went through it. Every new media channel that opens up goes through that same process of figuring out what you can do. What works? How do you make it effective? And how do you really track it and prove its worth gen anything you like, tio, you know, i just would say that it is i worked for a little bit with the corporate sector in particular around social media, and i think, you know, there is there is a great pressure to prove the value of social media, i think, you know, across across corporate culture across non-profit culture, but i will say that, you know, corporations tend to think of it a little bit more as this is a way that we build brand loyalty, right? And and in a lot of ways, it’s that’s, incredibly difficult to measure, like, how do you measure loyalty, right? But they’re spending a lot of money and trying to figure it out. And so i think, you know, that’s, something that the non profit sector will benefit from is the closer they get to kind of figuring some of that out in terms of how do we really measure, you know what this really did for us and you know, and that directly impacts their investment. How much are they going to invest? In social media, right? So so i do think that there’s some everybody’s kind of struggling with us a little, but but i agree with brian it’s, you know, it’s, another channel, it’s, another marketing channel, right? It’s not really mysterious like it’s. Another way to talk to people? It’s a slightly different format, you know, it’s, obviously a shorter format, but, you know, but email was a much shorter format than direct mail, right? So i feel like we’re kind of we’re on. We’re on kind of a very similar path, and really, we just want to have the best kind of engagement in foster the most loyalty for organizations and social media is a really great way to do that. Do you find many clients come saying they get the type of questioning that you’re suggesting, general, why? Why are we doing social media from the board? You get bored? Or maybe ceos? Why? Why? Why are we doing this? Yeah, i mean, i certainly in in the for-profit space, you know, social media budgets are minuscule compared to their other budgets around advertising and public relations, right? So the pressure to prove, uh, you know, return on investment, for example, it depends on the company, but some companies say we don’t really care. This is like, you know, less than one percent of our annual expenditure, right? Okay, that could be actually liberated, right? And others say, you need to prove to us that you know, the reason we’re giving you another x amount of dollars is because it’s actually doing something for our bottom line, but i think brands more and more are seen in particular, i think the loyalty that is inspired by the really great customer service, you know, right? And that that in particular for social media for brands becomes, um becomes really important, you know? I mean it, you end up feeling better about, you know, united airlines, for example, if they respond to you when you complain on twitter, you know, you alright somebody’s actually listening to me and i’m not sitting on hold for forty five minutes, you know? So so i think there’s a lot to be learned there just in terms of, you know, responding and engaging and the listening and the things that really in a in a regular relationship, not online, are really important to people. On di think thatyou wantto you want to foster that as well on your social media program? Brian, we have a couple of seconds. You are no it just increasing, increasing that visibility. You know, if it’s a diabetes foundation or something like that, if you see lots of tweets of them providing advice and help too people with diabetes and you visibly see that, then you see the mission is being accomplished. You see that they’re really doing what they set out to do and that it helps your organization overall help you convert. You are seeing it absolutely into as you just, jen. Whatever the forever conversion might mean it’s. Not necessarily all about older fund-raising but what could very well be excellent. Thank you very much. Thanks. Both. Thank you. Taking time in a busy conference. Brian. Brian, g c is i have it. Don’t don’t coach me. Director of marketing heller consulting jen smith, vice president, digital agency heller consulting. Thank you both very much. Thank you. Pleasure. Tony martignetti cover it. Not non-profit radio coverage of and t c twenty fourteen the non-profit technology conference. Thanks very much for being with us. I have another. Auntie si interview very shortly generosity siri’s you know them, they host multi charity peer-to-peer five k runs and walks multi-channel ity means that you can have an event with a small number of runners because together all the charities at an event make up many hundreds of runners, and then you have a great fund event all day around a five k run and walk. They have events coming up in new jersey, miami, atlanta, new york city, philadelphia and toronto. If you think a run walk makes sense for your fund-raising talk to dave lynn he’s the ceo tell him you’re from non-profit radio he’s at seven one eight five o six, nine triple seven and on the web generosity siri’s dot com i have a new non-profit radio knowledge base this week, online engagement, real dialogue, real engagement in the social networks is critical. You’ve heard lots of guests talk about this, it takes strategy and planning and staff and their time and patients. I’ve got links to videos and other interviews with beth cantor, amy sample ward, j frost on a bunch of others all around the topic of online engagement. Those air at tony martignetti dot com that is tony’s take two for friday, twenty second of august thirty third show of the year here’s my interview from ntcdinosaur on technology and organizing welcome to tony martignetti non-profit radio coverage of the non-profit technology conference two thousand fourteen and tc the hashtag is fourteen and tc we’re at the marriott wardman park hotel in washington, d c and with me are austin levine kun and rachel butler. Austin is chief innovation officer for fish in strategy, and rachel butler is campaign representative for beyond oil. Austin rachel, welcome. Thank you. Thank you. Thank you for taking time. Busy at a busy conference. Your your workshop topic is real talk on technology and organizing. Rachel technology has created challenges for organizing. I thought technology was improving our lives and making things so much simpler. Yeah, that’s a great question. I think that really it goes both ways. Technology has created a lot of opportunities for organizing, and it’s also created some challenges that are new on that the world that that i work in the world that we work in has has had teo learn how to use these new tools in the most effective way. To create social change, what are what are some of the challenges that you’re seeing? I think there are a lot of challenges around technology and organizing in making sure that the new technology tools that we have at our disposal don’t overtake and overcome a lot of the tried and true grassroots organizing methods when it comes down to it to create social chains and the campaigns that i work on there’s really nothing that replaces relation, organizing one to one conversations with people and that’s really part of the tried and true methods of organizing that technology can provide opportunities, tio, expand the reach that we are looking at with with the kind of outreach and campaigns that we do. But it’s, really the grassroots organizing tools that that’ll help actually makes sense of of the the reach that technology is able to give us and actually translate that into real bored world change. And i would hope that part of what technology could do is bring us two potential people tto have these deeper relationships with way we’ve broadened our reach, sort of at the at the initial stage at the meeting stage. Absolutely okay, austin, more more let’s, talk more about the challenges before we come. Absolutely and i think i think one of the things building off of what rachel was saying that i cz difficult is really making sure that you’re using the tools that we have at our disposal effectively, and i think a lot of organizations all of a sudden, sudden have access toe so much more data about the people that they’re interested in their cause but don’t necessarily know how to use it effectively, or, um, are having the challenge of understanding you have all these thousands of people who sign your petition online, but how do you actually transition from a petition signer to somebody who is willing to show up in an event or to deliver a those petitions that at the end of the day, too their representative in congress and so on with all these advantages and expanding the met of supporters that you’re able tio really attract your cause? Come these challenges with how do you then deal with or use effectively that other tools or that tools that you have available actually help to train and then to mobilize people? Okay, and what are some of these tools that we’re talking about for, for listeners, perhaps warrant themselves organizing. We’re talking about what kind of tools and then also it’s clearly data as well, right, and one of the one of the more common ones that a lot of organizations have started to look to his hand in this on online petition platform, it’s. Whether whether that’s on your own site or change that or gore move on has developed their own petition in-kind user generated petition platform that’s one of the opportunities to engage with new audiences and new supporters in one of the ones where that has also started to cause many challenges within the adivasi community, as people are still our learning over time, what were they used best for? And where are they not going to be effective? Okay, interesting. So you know, those of us who are outside the organizing community are not aware that technology and these tools are are creating some obstacles for you. Can we can we talk specifically? About what? What? Some of the online petition tools. What kinds of problems are created by them? Yeah, absolutely. Were what, like what? And so i think. One is there becomes this expectation that you’re able to win campaigns with petitions on lee, ok, and so what? And then money is starting to g o and pressures on non-profits to use petitions to raise the, um there visibility of the campaign that they’re working on, and that works for that one specific piece. But you’re not going to be able to win long term campaigns just by starting petitions, there’s a whole host of other tactics that and campaign strategies that need to accompany in online petition for it to be successful. Rachel has a good bit of experience with on this type of work with a beyond oil as well in the campaign strategy, peace and sort of this conversion. Yeah, so the way that i like to think about it is that the’s petition tools and a lot of these online tools are exactly that their tools to enable effective campaigning. And so when we have a petition tool, you know, that brings people in the door. The petition is one tactic that’s part of a larger campaign, and one of the challenges that i think austin is speaking to is what’s that arc that we’re building what’s that overall long term strategy that a petition is an important part of it’s, an important tool, but there’s there’s much more to winning a campaign and toe actually creating change, whether it’s through the sierra club’s beyond oil campaign or any campaign that’s out there there’s much more to it than just the petition, and then delivering those petition signatures. It’s an ongoing process, and that’s really where we get back to the basics of grassroots organizing. And once you have supporters are interested in issue, how do you activate them? How do you mobilize them? How do you give them the skills that they need to become organizer’s in their own right rather than just signers on a petition and at the outset, we need to have our strategy developed let’s not just put up a petition exactly. Let’s get twenty five thousand signatures on a petition that’s not a strategy that’s a that’s, a that’s, a tool and part of ah, you said, you know, part of ah process in a spectrum, and it really translates to social media also where there’s an incentive from to have more facebook fans to have more twitter followers, but the challenge that emerges from that is then what? What next? What after that and one advocates for youth, one of the organizations that was on there was represented on our panel this morning. One of the examples of the work that they do is actually when you get people commenting on their facebook page, when all of a sudden you have these thousands of support fans online, you need to actually reach out to them and see what is it like, how how would you like to be involved and really build that two way street, that relation relationship that rachel was speaking about in order to then bring them into the fold and start to build your campaign more effectively for the long term? Okay? And so the metrics for success in the pathway to success isn’t based on just the number of fans on your facebook vanity metric, right? It’s really about the deeper organizing that that enables, before we get to howto overcome these challenges, rachel, is there another one that you can share again with, you know, people who were maybe outside the organizing community, aside from what? What austin gave voice to that petitions seemed tio be the end all and be all t people what other? What other? The obstacles we try to overcome and using these tools? Yeah, i mean, i wouldn’t even necessarily talk about petitions as an obstacle. I would talk about them or as an entry point. And so if using a petition is an entry point is a great way to engage people in a campaign and some of these platforms that have been developed in recent years allow anybody to use the tools that historically have been in the hands of non-profit organizations and really democratized them and provided platform and an avenue for people that teo start their own campaigns. And so i think part of the part of the challenge that that that we’re working out, you know, as a community of advocates right now is, you know, everybody at this point has the ability to start a petition and then there’s that next step of how do we how do we really democratize that training piece so that anybody who’s starting a petition was also has the skills and has the resource is that their fingertips to how to build that into? An actual campaign. Okay, so the field is becoming a lot more crowded because of the empowerment, because anybody can create a campaign. But how? Well, well skilled are they take it to the next step? Yeah. I mean, i don’t even know if i would i would talk about it in in terms of the field being crowded. It’s that these, you know, there are lots and lots and lots of issues in this world that we need to solve, and we need lots and lots and lots of people to get involved to solve them. So i see it as really an opportunity for people who see an issue in their world to be able to have access to tools, to solve that. So to me, it’s it’s a huge opportunity to get training into the hands of people to you know who are interested in making a better world. And i think these online petition platforms are, you know, it’s, a it’s, a great tool and resource to get people involved and one of the next opportunities that were looking tio two faces, you know, howto latto bring it just beyond starting a petition and mohr into the sense of how are we training? Um, how are we training organizer’s? So that, you know, organizing is not just something that organizations do it’s something that people d’oh. You’re listening to the talking alternative network. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you, too? He’ll call us now at to one to seven to one eight, one eight, three that’s two one two, seven to one eight, one eight, three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Talking alternative radio twenty four hours a day. Lively conversation. Top trends, sound advice, that’s. Tony martignetti, yeah, that’s. Tony martignetti non-profit radio. And i’m travis frazier from united way of new york city, and i’m michelle walls from the us fund for unicef. It’s not always just don’t online, right? It’s not yeah, go ahead, austin, i think two and two that one of the challenges that is presented with this democratization of kind of social change or being able, anybody being able to say start a petition or sign a petition is then kind of that that next step of identifying we’re identifying which of those petition starters, we’re going to be the most effective leaders and able to then carrie, their campaign through to the end and actually win. And it’s not i think we’ll move on, for example, is struggling with this right now in terms of how do you know which which petition starter is going to be the most effective advocate in the long term? And then, are you able to identify that person were based on certain sides of chris characteristics or some other assessment, and then if they are, and then how can you train them and support them as they go through their campaign so that they’re more likely to be successful in the long run? Or more likely to start more petitions in the future and really become leaders in their communities? Let’s talk. About overcoming some of these challenges. Now, it sounds like it’s a lot more than just share this. But thank you for signing. Please share. We need to go a lot deeper than that. But again, those of us not in the community of organizer’s not not familiar, not aware of how you go a lot deeper. And rachel had it. How do we do some of the some of the training, for instance? Sure. That’s a great question on dh training is one of those pieces that personally, from my perspective, you know, i would love to see the development of better technology tools. Teo teo, you know, not only democratize the who can start a petition but democratize the training that it takes teo effect to run effective grassroots campaigns. So my background is is in grassroots organizing. You know, i come at the work that i do from a perspective of, you know, local organizing from state organizing, and since then i’ve moved. I’ve worked with national campaigns, and so training is one of those those pieces that gives people the tools. Tio i not only identify a problem and maybe started, you know, in the just sort of what’s what’s happening sometimes is that, you know, people identify a problem, they start a petition, but when we’re talking about campaigning, there’s there’s a whole other set of steps that goes on before you start a petition, which you can talk about is a tactic. But when you identify a problem there’s a there’s, a set of planning that that goes on in organizing, where you, you know, you identify what solution it is, you’re working for, you make it a smart goal, and then you figure out what’s the best strategy to achieve that goal, and only after that strategic planning has gone on. Do you go forward with implementing tactics like we’re going to use the petition as a tactic to reach out build abroad, supporter base and then from there will mobilize that supporter base by doing tactic non-technical number one tech to come or to attacking number three, you know, whatever it is that it that fits for your strategy, that’s going to achieve your overall goal to solve that problem that you’ve identified austin, anything running at about the training? Yeah, i think one of the i think, as rachel was saying one of the things that is key and many of these instances where there is an issue that your work men, organizations working on and there may be individuals out there that have started petition a petition on change dot org’s to try and change this, but reaching out to those both either the i think a combination of the individual that has already started the petition, but then also to your network in the communities where you’re looking to effect change and find asking them who are your existing like volunteers are leaders that are active on this issue and then asking them to start the petition so that they’re actually much more well versed in the issue and able to have the likelihood of being more successful and before that even happens, doing the media training, doing the, um so so that they’re actually once this petition is promoted, it’s not just a petition it’s a media moment and you have a spokesperson and you’re able actually tow start to mobilize around it. I could use a little more about identifying who the among the many now now in power petition creators how do we identify how among? Who among them are likely to be the the strongest leaders in the issue? Great question and there’s a there’s, a variety of different ways that this can happen and some larger organizations tend tohave metrics, systems of metrics in their databases that they used to assess how act active and individual supporter is, have they? How many different types of actions have they taken? Are they eh facebook fan? Do they have they signed an online petition? Have they attended in person event? And so through kind of those metrics, you’re able to identify some of the more likely candidates that could be those really strong super supporters in for your campaign. In addition to that, yeah, there’s the opportunity to tio have these people then go through essentially what are a series of tests instead of like an application, you asked them to take another action a couple like write a letter to the editor or write a blogger post about this issue that you care about, and in that way, vet them for your organization and then and as a result, are able to really, um, identify passively who who these people are that are most likely. To be good, good leaders for your campaign. So something that appears a call to be a call of action may actually be an organization sort of putting you to a test and seeing if you’re stepping up. Absolutely okay, yeah. Rachel, you’re going. Yeah, i was going to add. I would say, you know, it’s it’s one way vetting them is one way to think about it, but i think another way to think about it is providing opportunities to take further action because it’s, you know, think of if you get sent a petition online when i get a petition in my inbox, it may be an issue that i really care about a lot, but there’s no way for the organizer of that petition to know unless i’m provided another opportunity to take action. So part of what austin is talking about is providing those additional steps, those additional opportunities for somebody to rise to the top if it’s an issue that they are really passionate about. So part of what is what austin is talking about is providing a you know, what’s called a ladder of engagement, quote unquote, that allows people tio take further action. And get further engaged on an issue that they’re interested in in and passionate about going and what’s important to realize at the same time is that the latter is not the same for everybody and that some of your more passionate advocates are going to be turned off when you’re asking them to sign an online petition because they don’t know they know that they want to do more, and you have to give them that opportunity and so understanding that some of your more active supporters are going to be turned off by your request for them to do a any action when what they really want is to organize their friends and their community around the issue. And how are you going to know that? How do you know if you’ve offended someone? Because you’re ask is too small and here’s where the interesting challenge comes in? Is that it’s it’s an ongoing attest and battle tio identified teo figure out within your own community? What are those indicators were one of the easiest ways is really to talk to your supporters to send them an e mail to call them after they take an initial action. And or don’t take one after they’ve our been so active for a long time, okay? And in the world of of traditional grassroots organizing, part of part of one of the tools that’s used to really identify what somebody’s interested in what they are passionate about is is a one to one conversation. So you actually sit down with somebody and talk to them and ask them, you know what it what is it that motivates you? What’s, what are you interested in? And that way you’re able to not only meat your supporters where they’re at, but you’re able to gauge what’s the best way and what’s the way that they’re most interested in being involved. So i think part of part of the, um, one of the challenges that we’re facing is how do you use a lot of these tried and true grassroots organizing techniques and apply them in a digital world where you’ve got the challenges of just, you know, being in front of a screen rather than face-to-face we’ve also got these challenges of scale where you’ve got, you know, potentially, you know, one hundred thousand people signing a petition, so i think that’s part of that’s, part of the challenges that come along with technology and organizing and in in the real world, in grassroots organizing campaigns, there are some tried and true methods and tactics that we use and tools that we use teo build and win on issues and learning how to use those in the digital world is part of what you see happening right now. Okay, we’re gonna leave it there. Thank you both very much. Thank you. Uh, thank you. My pleasure. Austin levine kun is chief innovation officer for fishing strategy. And rachel butler is campaign representative for beyond oil again, thanks very much. Taking time. Thank you. Pleasure. Tony martignetti non-profit radio coverage of ntc non-profit technology conference. Thank you very much for being with us. My thanks, as always to everybody at the non-profit technology network and ten. And at and t c was great fun being there. That was last march or april. There was last april. Loved it next week. Dori clark is with me for the hour to talk about your personal brand. Whether you’re an employee or out on your own, you’ve got a brand. What is it? And how do? You manage yours. If you missed any part of today’s show, find it on tony martignetti dot com. Remember generosity siri’s for those five k runs and walks, generosity, siri’s, dot com or seven one eight five o six, nine, triple seven. Our creative producer is clear. My raph sam liebowitz is our line producer shows social media is by julia campbell of jake campbell. Social marketing on the remote producer of tony martignetti non-profit radio is john federico of the new rules. Our music is by scott stein. You with me next week for non-profit radio. Big non-profit ideas for the other ninety five percent go out and be great. Co-branding dick, dick tooting. Getting ding, ding, ding, ding. You’re listening to the talking alternate network duitz waiting to get into thinking. Nothing. Good oppcoll are you stuck in your business or career trying to take your business to the next level, and it keeps hitting a wall? This is sam liebowitz, the conscious consultant. I will help you get to the root cause of your abundance issues and help move you forward in your life. Call me now and let’s. Create the future you dream of. Two, one, two, seven, two, one, eight, one, eight, three, that’s to one to seven to one, eight one eight three. The conscious consultant helping conscious people. Be better business people. Dahna hi, i’m lost him a role, and i’m sloan wainwright, where the host of the new thursday morning show the music power hour. Eleven a m we’re gonna have fun, shine the light on all aspects of music and its limitless healing possibilities. We’re gonna invite artists to share their songs and play live will be listening and talking about great music from yesterday to today, so you’re invited to share in our musical conversation. Your ears will be delighted with the sound of music and our voices. Join austin and sloan live thursdays at eleven a. M on talking alternative dot com, you’re listening to talking alternative network at www dot talking alternative dot com, now broadcasting twenty four hours a day. Have you ever considered consulting a road map when you feel you need help getting to your destination when the normal path seems blocked? A little help can come in handy when choosing an alternate route. Your natal chart is a map of your potentials. It addresses relationships, finance, business, health and, above all, creativity. Current planetary cycles can either support or challenge your objectives. I’m montgomery taylor. If you would like to explore the help of a private astrological reading, please contact me at monte at monty taylor dot. Com let’s monte m o nt y at monty taylor dot com. Are you suffering from aches and pains? Has traditional medicine let you down? Are you tired of taking toxic medications, then come to the double diamond wellness center and learn how our natural methods can help you, too? He’ll call us now at to one to seven to one eight, one eight, three that’s two one two, seven to one eight, one eight, three or find us on the web at www dot double diamond wellness dot com way. Look forward to serving you. Talking. Hyre
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Tony’s Guests:Karen Hartt and Nicole San Miguel: Your Database Policy Manual
Karen Hartt, philanthropic services specialist for Maine Community Foundation, and Nicole San Miguel, database administrator for Enoch Pratt Free Library of Baltimore City, walk you through data entry standards; indexing and searchability; naming conventions; and other topics that belong in your database policy and procedure manual. We talked at the bbcon 2012 conference, but their ideas don’t only apply to Blackbaud products.
Maria Semple: Maria’s Top 10
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