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Taylor Shanklin: The Donor Journey
Intentional. Personal. Relational. Thoughtful. These are touchpoints you want your donors to feel as they move through their relationship with your organization. Taylor Shanklin from Pursuant shepherds you through the journey planning.
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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, i’m glad you’re with me. I’d be thrown into sir some virgins if i saw that you missed today’s show the donor journey intentional personal relation alot thoughtful the’s, air touchpoint you want your donors to feel as they moved through their relationship with your organization? Taylor shanklin from pursuant shepherds you through the journey planning i’m tony steak too the funder relationship video director’s cut. We’re sponsored by pursuant full service fund-raising data driven and technology enabled tony dahna slash pursuing to radio by wagner. See piela is guiding you beyond the numbers wagner, cps, dot com and by tello’s turning credit card processing into your passive revenue stream. Tony dahna may slash tony tell us, very pleased to welcome taylor shanklin to the show. She is vice president of product marketing and strategy at pursuant you know them, a full service fund-raising agency helping non-profits go beyond the ordinary to reach their goals. She has over decades spent serving non-profits her passion and purpose or to help charitable organizations connect the dots between marketing technology. And fund-raising she’s at t shank cycles and the company is that tony dahna slash pursuant radio. Welcome to l a shanklin. Hey, tony how’s it going very good. Well, you’re super loud. Excellent. Your your sound good. You sound loud and clear. Wonderful. E it down a little. Okay. That’s okay, what’s ah, yeah, i know you’re okay. You’re okay, we can go. We can always turn it down here. Don’t worry about that. Easier to turn it down and turn you up. What’s this t shank cycles. What is what is what? How are you involved in cycling? Well, that’s actually a great question. So i would say it is a twitter handle that i came up with back when twitter was newer and have a past experience of doing a lot of cycling that get out on the bike too much right now. But so i am glad you asked, because when i got involved in working with non-profits in my professional life, i also started getting involved and fund-raising and doing events fund-raising in my personal life and i did a lot of events with the a team in training program with leukemia, lymphoma society and so i created that name when i was doing a ton of cycling, getting out there and doing the hundred, you know, my old bike rides and was started to kind of tell my story from the road, ok, ok, i see i mean, you could have been doing no power cycling now in a studio in a competitive, you know, with the board up on the board up front and everybody knows where they stand, you know, what’s that power cycling is itjust power cycling way might have been doing that thing that you yeah, you have two children, so the priorities change, i understand, okay? You’ll get back to it’s a life it’s a life practice, it’s a life practice totally and like, we’ll be back, right? Like i actually really could go to the studio like mine and more yet, it’s a timing them. I’ve got a seven year old and a five year old and getting out for two three hour bike rises, just dip it in the gym. I’ve heard rumors to that effect from friends who have children. I do not. So i’ve heard those. I’ve heard those stories. Yes, we’re talking, we’re talking. About we’re talking about the donor journey this donorsearch durney where does this journey begin? And where does it end? Okay, you know, i think i would say that it never really ends, you know, and we can get into that. I mean, i think it begins at the, you know, first interaction that someone has with a new organization, okay? And i think that yeah, and talk about it because it is a journey, and we should be thinking about it, there’s a journey? Oh, yeah, we’re going to spend the hour we’re gonna spend here. We’re thinking about it. Yeah, you know, i wouldn’t even say it would it would. It would be a mistake to say that it ends even with a person’s planned gift because i mean, i do i do plan e-giving fund-raising and that’s just the beginning of a relationship with at that stage, you know, there’s continued vast engagement after someone makes ah ah gift in there a state plan and tells us about it, you know, by no means we say, ok, thanks you, you’re you’re dead to us now, you know, it wouldn’t know i don’t even intend that pun, but you know, no, eso it really just it ends when i would say maybe it ends when the person says, i don’t hear from you anymore, but hopefully that never you know, somebody is that overt and explicit about, you know, i’ve moved on. I don’t need you. I don’t know, but that rarely that happens. But it’s rare it’s rare. So yes, yes. No, i think that’s a great point about about plan giving on the work you do around that that’s. True. Because then that’s an opportunity to continue the relationship with the family members. Oh, yeah. Absolutely deepened. Yeah. Keeping and expand. Yes. I mean that you think about a planned gift. I mean, that you’re putting someone you’re putting an organization alongside your spouse, your children, your grandchildren in your will. And of course, there’s. Lots of other plan gives beyond that. But just the simplest example. I mean, imagine how much they love your work and the people doing it to put you alongside spouse and children, right? So that’s a that’s, a that’s, a deep commitment and that’s just, you know, and but by no means the end. Okay, so what? We’re starting you know we’re starting, we’re talking before that, um, you’re concerned that this is too transactional. Yeah, yeah, yeah, you know, i mean, i think that there is so much focus and something that my team and i are here talk about a lot of there’s so much focus on acquisition, right on getting getting those transactions through the door and not enough focus on the retention, the stewardship and really ultimately, the overall donor experience to keep people coming back. You know, i think that i don’t know why this is, you know, maybe this is culture or, you know, focused people wearing a lot of hats, trying to do a lot of things focusing on let’s we’ve got to get new donors, and we’ve got to get these orders, and but the cost to get a new donor is greater than the cost to keep someone who’s already a fan of yours right now. So i think that we really need to be focused on how do we drive that attention? How do we focus on building relationships, you know, taking it from transaction to transformational? We’ve had many guests say exactly that about retention versus acquisition it’s so much cheaper, too, to keep the donors you have and treat them well so that they do stay than it is to acquire a new donor. Yeah, so that’s, not new to non-profit radio listeners. What what is new is how were going toe make that all make that happen so that, you know, so you have. So you have this excellent paper demystifying the donor journey, and we have about a minute and a half before our first break. But i want to read one of the pull quotes from that paper. It’s an undeniable fact. The donor experience and how we steward them is directly tied to retention in a major and impactful way. And retention is the key to building a long term, sustainable fund-raising program. You want to flush that out a little bit in, like a minute or so. Yeah. I mean, i think it’s you know, just the idea that you have tio speak to people where they are. You have to speak to people in a way that resonates to how they are connected to why they gave you in the first place round. And we can get into this more after the break. But i like to look at what i think so often we get so stuck in our sector and what our sectors doing. But look at the brands, the products you buy, the brands that you buy and with the ones that you keep using over and over again and think about why that is and what value it brings to you so i could get, um, you know, we can tap into that a little bit of well, i agree. I think there are a lot of lessons from the commercial side. Let’s, take this thing this first break. It’s pursuing their newest paper is demystifying the donor journey. Does that sound vaguely familiar to you? Because you’re listening to taylor and we talk about it right now so you don’t need it. But you have a friend. You have a friend. Who is less fortunate than you? Because they don’t listen to non-profit radio. You need to bring them in. Send them to tony dot m a slash pursuant radio. So they get the paper demystifying the donor journey. Then send them here to today’s show for all the more rich detail, the mystifying the donor journey. Tony dahna slash pursuant radio now, let’s, go back to the donor. Durney okay, tell her, let’s go where? Ah, you were suggesting, um, you know, we do. You know, wei have these commercial brands that means so much to us that we’re willing to accept their emails sometimes multiple times a day. We may even be willing to take their text messages. Um, you know, we don’t mind the contact we’ve asked for it. We’ve consented, of course, and we welcome it. So what can we learn from that side? The commercial side, teo import over to the non-profit side. Yeah. So i think there’s a lot. I think about you, like some of the brands. I ii go back, teo. And i’ll just, like admit my terrible coffee addiction right now get another way. But i think like, this is a good example. So i’m going to talk about starving, and i’m sure a lot of people talk about sarah back since the big company and okay, well, how do i how do i think about my non-profit like stuck, right? But here’s an example of, like, started recently, i’ve been going there for years. I worked there in college is a barista like, um, i’m pretty loyal also, you were employees? Yes, yeah, and so i started using the app really, you know, regularly to pay teo, even like order as i’m driving over there and teo kind of interact with how i want to purchase my starbucks in the morning, right? And i think there’s some interesting things that they do design that i’ve noticed and thought about, like this kind of keeps me coming back, it makes it easy, they keep rewarding me around areas where i want to be rewarded. And so i think a couple of interesting examples from that is like i get, you know, these, you know, they do these bonus star things or, like, hey, common in the next three days in order, a lot a or a breakfast sandwich and if you do it three times in the next five days, we will give you one hundred fifty bonus, right, which gets you like free drinks and stuff and what i’ve noticed in talking to other fellow friends who are startup storybooks addicts as well, is we’ve compared like the types of messages we get, i get regularly asked to come back for the things that i regularly by there, and my friend was talking about this recently was like, oh, yeah, i’m always getting, you know, hey, come back in and get a green tea, and i was like, oh, i don’t get that i was with beau car a lot saying so like, okay, they really like they’re taking the data and there, um, using automation, technology, whatever to speak to each of us individually, based on what we order because they know our habits, i think this is really relevant, tio what we dio in the nonprofit sector and thinking about there’s, different reasons and motivations that their donors have for supporting us for volunteering with us for doing on event, right? I did team in training, in part because i was interested in the cycling aspect and also because i had lost friends and relatives latto blood cancer, so there were very distinct connections, and i think we look at the donor experience and retention and stewardship and taking a page from starbucks and other companies that we in iraq every day, a lot of it has to do with really creating those more meaningful touchpoint by just looking at what it is that resonates with each individual person, a part of the problem is that some organizations will look at stewardship and this journey and delivering it as a cost rather than a revenue center. No. Oh, and you bring that out in the paper you wantto explain to us why we should be viewing this not a cz cost, but his revenue. Yeah, yeah, yeah. I mean, i do think that that’s the problem is on again. It goes back to the focus on acquisitions, as i think is often looks more at as revenue imbriano and stewardship is oh, yeah, ok ain’t that time for that right now, right? I gotta focus on bringing in new donors because we lost this money, donors or whatever it is. And if we start to realize that again looking back it all the way. Statistics out there say it’s easier to keep the customer than it is to get a new one, it’s cheaper than it is a revenue center, because, again, those are the people that are already in some way connected teo there already bought in at some level, right? Because they’ve already given to you in the past whether that is through a large gift or a ten dollars a day at some point gave to you and so tapping into why they gave to you is going and just communicating to them around that in that way, it’s going to in the long run be cheaper shit happened to again, and because you can do that through, you know, segment e and sending them just write email message, right? So is a revenue center because there’s so much opportunity to just keep those people loyal and coming back, turn them into monthly donors if they were one time donors, and i think if we start looking at it as a revenue center was opposed to cost dinner, that we will start placing the right amount of focus on it and recognizing to the long stream. Of potential revenue. You know, starbucks, amazon land’s end is one that i get a lot. I mean, they they expect to have you for life. Yeah, on and i don’t want to know how much i know. Yeah, that right part of the app is not your aggregate purchases through life that that is really for not caring, that you can’t write. You can’t tap that icon and and be disturbed. No, but you know, these brands and that’s just three examples. I mean, there’s thousands. You know, they want you for life on dh and that’s how, you know, they see it as valuable to keep you versus trying to get somebody new to come in. Yeah. Okay. So, you know, we want to think about this lifetime, you know, i asked you where’s the start, where’s it end. It is hard to identify agreement, you know, maybe it’s, like the first engagement is where it starts. But we want to be looking till still the person dies and then and maybe during their lifetime, like you suggested, we’ve cultivated their family spouse, children, you know, they might be a part of the organization now. So the family relationship might actually live on so, you know, right it’s all its long term, and it is absolutely revenue, and i love that the paper points it out, you know? Yeah, it’s not something to be to be cut, you know, given short shrift, something being what we put into this experience, this donorsearch durney relationship it’s interesting lately, i’ve been getting doing just some, you know, intel on asking friends of mine family, members of mine round former colleagues of mine, like what’s your experience when you donate what’s the follow-up like, you know, trying to get a little bit more of, like, a focus group type of quality of information on this and what’s interesting is that in most of the interviews i’ve been doing with my friends is they get kind of a standard receipt, right? Damn one or two of them, maybe has an exceptional experience that they can point out, but most of them and many of the people i’ve talked to look out, okay, i tried to ask friends who had donated to a least like a future of these per year, and most of the story is i got the standard receiving that. Kind of about it. You know, i just think that we can do a lot better than that. Now pursuing to his donor. Derive a gn up. Sorry, data driven data driven down. What? What data can you share that underlies all this as well? Yeah. I mean so, like you said, we’re data driven. We like teo look at the data to then reveal insights information into again, like i said, what makes that particular donorsearch what makes that particular person wants to be connected to the cause? There’s uninterested in one of my colleagues, was doing a webinar recently and was sharing anything. They’re full of an organization that we worked with that, you know way did some survey analysis on their on their general file went out surveyed and kind of create a point system of how satisfied their donors work and what we found waas a directly in there level of satisfaction with their ultimate lifetime value. So that’s just one example where, like people who, you know, had only one point of satisfaction. They were on the low level of satisfaction. Had a lifetime, you know, value increase that there points increased by like, one. Point there, like time value increased by ninety seven, but those who increase their satisfaction by five points um, their lifetime value increased by just under five dollars. So that’s just one example of looking at the data and then trying to actually start to segment people into different behaviors connections to the cause to try to figure out howto then move them in along the journey without organization. So this is our ally or ally of donorsearch atis faction, i’m just not clear about the the lifetime value, so if you have a five point increase in in donorsearch iss faction so it’s just under five dollars, but you don’t mean just over five dollars, over their whole life as a donor, do you? Yeah, her donor for the year. But what was interesting about it was i mean, this particular organization with large so it ended up being millions of dollars more money. Yeah, okay, because it’s like what can look like small potatoes. And again, i think that goes back to well, it just feels like it shouldn’t be a focus. It feels like it’s small potatoes, but like when you add it up altogether, it actually can be really impactful. Yes. Okay on dh. So that’s the case of a large file, but again, um, my point, you know, even if you if you don’t have dahna size file where five dollar increase is going to be millions of dollars, it’s still going to be a life time it’s an increase in lifetime value for for donors, and you just don’t know how valuable they’re going to become versus losing them and and cutting off all potential life, the remaining value. So, you know, you have to look at it, you know? You have to look at it this way, ok? Example of my personal life, where i’ve seen that worked really well? Is this a cycling example? You trying that want you want to compare my university for my husband? You’ve got in the way that those alumni organisations have stewarded us in very different ways, and he has been stewarded very well. I have not been stuart it well found and you know, what i’ve noticed is let’s look at the good example what i’ve seen them do in their stewardship of him over the years since graduation and the years ago is they? Started out with hey, you know, you know, graduated a couple of years ago if you’re ever and back in the area we’d love to have you come back and talk to class. Sure, you thought about what you’re doing now, that sort of thing, right? Recent graduates so, like, they started kind of pulling him back into the education and then started asking for small gifts, and then he ended up doing, you know, well, in his profession had, you know, kind of a job that many of the other business students would want to have, and as he kind of progress in that way, they progress in their stewardship and how much money they’re asking for it from the right, but they’re also constantly interacting with him in a very personal way. Sending impersonal thank you notes asking him, hey, i’m going to be in austin next month. Do you want to grab coffee and doing that sort of thing and it’s? Not like we’re even giving, like tons and tons of money because we don’t have those in tons of money to give but it’s just been interesting in watching that donorsearch durney of him versus mine. Where i basically just get phone calls at eight. Thirty at night when i have kids brushing their teeth, you know? And no matter how many times i say, please don’t call me at this time, i still continue to get called a time of night, and so i think that’s just a really riel example and my own personal life for i have seen stuart should go wrong, and so it should go well. And i will tell you we donate to his school more than mine. Yeah, okay, yeah, i mean, it’s, a classic mistake is just not listening to your donor’s preferences mean, you’ve you said it, you know, whether you’re donorsearch not, but it sounds like you’re small donor but doesn’t matter listening to the preferences, you know, and respecting them on dh that’s at the heart of what we’re talking about. You know, whether it’s window, i want to be contacted. How do i want to be contacted? You know, you may say text or email me and don’t call what do i want to be contacted for, you know, maybe i like scholarships. Maybe i like student activities. Maybe i you know, it’s unrestricted. Or is devoted to the arts or, you know, whatever. You know, this is the this is the, uh, categories around which weaken, weaken segment and technology enables this. Okay. Pursuing is also technology enabled talk about how the technology is available to do the segmentation we’re talking about and not lose personalization. Yeah. Yeah, well, i mean, there’s such a wide array of how how to do it anywhere from, you know, using technology that better segment people. So then using technology to communicate with them and an automated way that still gives them the personal message to, you know, let’s, just call it their segment. So we and looking at data doing like a pending additional information teo file, we can see people with people’s preferences on dh, then really group people into segments based around their interests and their behaviours, and then message to them in the digital world or in the male world based around those behaviors. You know, i got a male peace sent to me a week or so in the last week. And i thought this was a great example i send to give online. Ah, but i still, you know, well, often receive mail from the organization that i give two online, and this was i think, the first time i’ve seen it, they sent me. They did send me an appeal now asking for a gift. But within that envelope, i also had, um, a communications preference, little quick, like, check these boxes. This is what you currently have told us you want to receive. Is that still accurate? And i don’t know why. Maybe i just haven’t been paying attention, but i can’t be like a. Hadn’t. It would seem that much before was a good example of me being able to very quickly, you know, that the organization being able to include it in a piece of mail, they were already standing, and for me, too, very quickly feel like, oh, they are tryingto listen, this is nice, you know. Yes, we all. We all want to be heard, um, let’s. So let’s, let’s. Uh, go back to the paper, demystifying the donor journey, set out some some methods, strategies for, for doing better, you know, for standing out, and one of them is teo have processes. Business rules around this, this journey, and we just have, like, a minute and a half or so before break. Yeah, i think yes. On paper, we outlined first about way alan guthrie stumbling blocks, and then we outlined for different ways to overcome them on the first one, i think it’s really important, establishing business rules, business rolling processes, so that can be everything from getting just alignment within departments in the organization to dedicating staff, too. You know, safe. I’m gonna own stewardship on detention, the experience, um two, looking at a subset of your data and doing kind of a small test on the substance of data around stewardship, and created an interrupt process from that. Let me stop you on that one. Testing for testing, for example. What? So testing let’s. See, i actually was talking to a colleague recently. Gave an example of, and she has to be an organization that did did events. I thought this was a really great example of a test where they surveyed about the events and found that their wass. One thing that really would throw off the experience of the participants, the event. And when they discovered that one thing by just surveying event goers and they were able to fix it and their event seven infection with way up. So that’s an example of looking at one small thing to test and then making a change from it. So yes, i liked it. It was successful for them when they when they were ableto again. A okay, we have to. We’re going to keep talking. About what? With strategies are in the paper. I’ve got to take a break. Wagner, cpas, here’s an excerpt from their latest testimonial. They’re accessible, they care about their clients. End quote, can you say that about your accounting and audit firm? Ah, yeah. Not so sure. Okay, check out wagner, go to the site, take a look, then pick up the phone and talk to the coach. Tomb one of the partners, one of the many partners there. He will take care of you. Very good guy. C p a very good guy. Very good guy. First, second, wagner, cpas. Dot com. Now, time for tony’s. Take two. I’ve got the full version in video of build your grantmaker relationships this’s a panel i moderated at the foundation center. We played it on the show last month, and that was that’s the broadcast version. Now i’m releasing the director’s cut it’s the full show roughly ninety minutes unedited it’s almost double the time of what you heard on this show last month. Never before released footage unedited. We talked about relationships before you’re funded. How to introduce your organization to funders, what to, uh, what to do to make that relationship strong while you’re funded and keep it strong insider tips on what not to do mistakes not to make so i had to cut out a lot too fit the ninety minutes into the show. Now you can get the full content director’s cut the full experience, which she also, by the way, includes my opening with a story from my stand up comedy sets go to twenty martignetti dot com that’s, where you will find the full video, let us return to taylor shanklin and the donor journey she is vice president of product marketing and strategy at pursuant and tell her look, i’d like to keep going with something. Strategies. Because i you know, we’ve we’ve laid out what the what the ideal is. And what the problem’s, khun b, let’s, let’s. Keep going with what some strategies are you suggest in the paper. Step back and consider the ideal experience for donors. Yes, it’s about taking a taking a moment of pause and really mapping out with the journey should be so you don’t go on a trip without pulling out your gps these days, right? You don’t plan a wedding up without, you know, pulling together ah book and and a plan and i don’t think most breaks on the donor no different. You know, if you are goingto work so hard on getting people into the door, then we need to work just as hard hyre making sure they have a great experience, and one of the ways you can do that is through doing a donor journey. Back-up um, we do a lot of work on on our team here, pursue it with organizations are looking to map out the stone experience, what is the full cycle look like? What are different touchpoint that we want to make that our intentional along the way, based on the ways that a donor is interacting and engaging with us, so i think it’s really important toe think about a plan nearly and create that map before you just dive right into a particular direction that you’re going to go with you. With you through the journey mapping this is actually you’re actually writing it, you know, putting on a board for everybody toe everybody to contribute, to write you actually mapping what you’re doing and suggestion is now what? What’s the ideal, how could we streamline it? Maybe how can we make it? Maybe they introduced. They invite you, they meet more people, you know? How can it be broader? We’re trying. We’re actually writing this, mapping it out on a board, right? Yes, yes, exactly. So it’s, like work with we’ll sit down and do working sessions to really kind of map it out do like the like a post it notes on a wall. Sort of a thing, you know, looking at okay, what’s the first experience our donors will have, how does the process of altum that what one of the ways someone might come in on donate to us the first time, and then what is the touchpoint we want to make on that for some organization. It might be looking and trying to understand donors connections better to the mission. And we talked a little bit about that and then really focusing on okay, how do? We align our strategy and our donor experience based on this connection for other organizations like hyre ed institutes or hospitals, organizations like that. It might be more about tryingto understand the point of last connections. Um, and then determine. Okay, what makes the most sense? Mazarene touchpoint with that organization? What you mean? Is that what what’s this? A point of last connection? What is that? So that could be, you know, point of last connection went to let’s let’s say just in the case of have you hyre at or something point of last connection might have been that day, you know, went to went to a game last season or something like let’s. See if it fits in athletics department or something like that. Or it could be gate that they give a gift. So i just kind of various from organisations. Organisations based on the type of cause that you are okay, it’s really? Just sitting down and uniquely mapping that out. Um so what makes sense for the organization? Yeah. Ok. So it’s like the like they last engagement or something? That’s. What? That’s what? Yeah, last contact connection. Okay, okay. I’m trying. I want to keep you out of drug in jail. I’d hate to throw you in there. It sze not too it’s. Not too hard to get out, but let’s, just keep you out from the beginning. Um, yeah, okay, um, yeah, i think that the journey mapping i mean, i think this could be valuable for everybody who’s involved in the in the engagement process to be sitting down and saying, you know, this is what we’re doing and, you know, when you see it visually, i think you’re going toe recognize, you know, where is disjointed, where it could be much more duitz personalized, you know, not so maybe fragmented, you know, when you when you actually see it and talk about it, i think a lot flick comes out of these meetings, right? Yeah. And what really interesting comes out of the sweden because it really does get into talking about the feelings that a constituent has at those engagement points. Right? So how does someone feel when they engage with giving you a gift or engaged with you by going to your gala or going to your five k, um and then focusing around, you know? Okay, how? Do we then kind of really tapped into that feeling that kind of, like moment of truth that someone maybe has with your organisation at that time of interacting with you and then expanding upon it? Yeah, expanding, you know, we’re always tryingto deep in the relationship, you know, you know what their interest is, but you know, what is what is amazon always do when you buy something customers who bought this, we’re also interested in these dozen things no it’s like it’s, uh, what’s that it’s something in marketing, grab a finger, take a hand, you know, you’re like a donor gives you their finger, but, you know, you want a little more you want, you know what doesn’t want the finger? You want the whole hand, so offer them offer the more i mean, you’re not just literally, you know, you know, grabbing, but you’re offering more, you’re offering to deepen. We know you met this person on our team. I would like to introduce you, you know, next coffee. I’d like to bring my colleague who you haven’t met yet, you know, you know, finger in hand, you know? No, that that’s, exactly. I love it. That you mentioned you have the amazon example, you might like these other products and, you know, just the the thought process and even like, okay, i ordered something and i’m going to get a text provocation like, hey, it’s, on the way, just so it’s like it almost like, keeps this engagement point where? Okay, cool. I know the shift, i know i can expect it and like he said, put that into the non-profit sectors like, hey, you went to our gala, did you know that we’re doing? I walk in a couple months, right? Did you know that the’s other people in our area are also volunteering on dh they’re going to do ah, meet up or, you know, whatever it is it’s figuring out how to let people know about other ways dahna to be involved in connect, i think at the end of it, it’s, like people supported cause because there’s some sort of very meaningful connection, um and so finding ways to tap into that connection and that good feeling. I’ve never talked anybody who didn’t have a good feeling after supporting a cause helping making real meaningful impact on the world, right? Like it’s, great it’s, just part of a, you know, a reason why you and i probably, like, and people listening like beans in this industry. It feels great to feel like you’re making an impact, and donors feel great when they’re making an impact, so tap into that more and connect with that feeling and keep them on that high. You know, i think it’s really important. You feel it in your heart, and and also there’s, no rocks, there’s neuroscience research that shows that donating activates pleasure centers, the same centers that get activated when reading chocolate, having sex. I can’t think of another pleasurable things, but it’s, hard to go beyond those but theo ultimate chocolate being the penalty, and then sexy krauz being the altum. You know, but no, it sze bona fide. I mean, the research of russell James at texas tech is 1 of the universities in texas shows this the brain lights up. The pleasure centres light up, and we’re not talking about eight figure or even seven or six figure gifts. But, you know, like a ten dollar gift ignites your pleasure centers in the brain. So, it’s, you know, it’s, it’s, emotional and it’s also physical. Yeah. So, you know, get a finger, grab a hand. Okay. Um, digital experiences you what you’re looking for immersive digital experiences. Where you what is pursuing talking about? Yeah, well, i mean, i think it’s so much that you khun do now in the digital world of that it is e-giving and i know i can be very overwhelming at the same time. Um, i definitely know from talking toa non-profit organizations around, you know, sometimes i get out some of the conferences on give talks on things you could be doing in digital. And a common thing that i hear is that, um, you know, it’s overwhelming. You know, we don’t know how to do it on the staff. It sounds expensive. But what i think really interesting, this technology is making it morning testable easier round, even less expensive should do cool stuff in the genital digital world. I mean, some of the work that we do immersive experiences and say that i think i’ve been cool are creating some some fun survey, some fun quizzes, um, that really kind of tap into again tap into what are your motivations around? E-giving through an interesting digital survey or or a quiz that it’s just kind of fun that maybe teachers, something about the the mission that the donor didn’t know? I was looking at one the other day that we did and for a health care organization, so it the quiz kind of took people through and gave a lot of interesting one that related to that mission. So there’s there’s, i think ways toe engage with people in that way in an interesting way sound this is not not something that we’ve done, something that i personally have been fascinated with lately is trying to figure out how to create interesting, more personal conversation through digital technologies like chat loss and stuff like that. And so, you know, kind of playing around with those what they look like, there’s, one that i found of an organization that has a facebook chat latto and it’s, a faith based organization, and they have a chat bought with the pope and i found it really fun and interesting it’s a facebook chat, but so it’s on a platform that i’m on and it sort of engages you threw, like, hastened the provoc but, you know, did you know that easter is coming up? What i found interesting is that was like the initial when i originally just kind of wanted to go test it out and see what it was doing and how it worked. Yeah, that was some of the kind of, like, just fun kind of quirky ways that have engaged me in the beginning, and this is all autumn either, right? But as i continue to play around with it now, it’s doing it’s, giving me more information that connects to the mission e-giving me yesterday, it, like popped up with a message on my phone i was like, okay, let me look at this thing again and give me interesting facts that related to the mission and took me through sort of like the quiz like, did you know, like, how many people in this world you think don’t have access to clean water and gave me a multiple choice and kind of, like took me to this quiz? So i think that’s in just an example of different ways through digital, that we can really engage with people and more immersive kind of personal ways we have to take a break, but when we come back, i’m going to ask you about making surveys fun, that’s interesting, and i don’t think we see a lot of that tillers credit card in payment processing it’s, a long tale of passive revenue waiting for your non-profit you encourage businesses to switch their credit card processing to tell us, and your organization will get fifty percent of all the revenue that tello’s earns on every single transaction indefinitely, the tail doesn’t end. We’re talking about long term relationships here. This is one that doesn’t end because they have a hundred percent satisfaction. Send your potential supporters to tony dot m a slash tony tell us look at the video you got to live listen love assed part of the relay it’s part of the part of the listener journey we’re talking about the donor journey the listener journey with non-profit radio must include the live listener love it’s got to go out and i think it’s going tio! Tampa, florida, brooklyn, new york, multiple new york, new york always grateful for that i’m brooklyn! Welcome live lesser love on dh, columbus, ohio, tacoma, washington, new bern, north carolina reliable there live lesser love to each of our domestic live listeners and then no hesitation let’s go abroad. Chiba, japan! Konnichi wa, germany, gooden, dog that’s all we’ve got so far live listen love, but we got to the podcast pleasantries, of course, to the over twelve thousand that’s where the vast majority the audience is over. Twelve thousand podcast listeners pleasantries to you grateful that you are with us whenever you are listening with binging on a beach. Well, well, you could be a different hemisphere. Binging on a beach yeah, that’s probably possible or binging while you, uh, while you shovel snow you could be doing that, too. Pleasantries to the podcast listeners and the affiliate affections to our am and fm affiliate station listeners throughout the country all over. The country so glad that you’re grateful really not just glad grateful that your station carries us and that you are listening analog, it still exists. Am and fm listeners affections to you. Now back to the donor journey with taylor. Tell her, can you help us make surveys more fun? You mentioned that and ah, it catches me. What? What? What can we do to make surveys more fun? Yeah, so what we’re talking about creating immersive digital experiences, right? Digital provides a really easy and cost effective way so latto listen to your donor’s toe asked them questions to hear what’s on their minds in the form of surveys. I think that we often want to ask too many questions that air too revealing sometimes, and it just makes people shut down right right away. So i think a way to make more fun of first just make them shorter, okay, don’t ask twenty questions four or five yeah on like i like to think about if you’re thinking about yesterday that you want to create, what is it that you’re really trying to understand and ask questions around that i feel like often times we try to include way too much demographic data and stuff like that in the and surveys and it there’s other ways to get that there’s other time to get that, um and so making the survey more fun starts with just, like, not making it. So i think that, yeah, i also think that survey our quiz can be a great way to, you know, introduce kind of a human, more human element. It can be a way to even ask people questions and kind of a humorous way that still gets at what you’re tryingto understand about, um, i know that based on the mission of the cause of the organization, using humor can be sometimes a great area, right? But i definitely have i think that there’s ways to do it, and when you think about, like, we’ll get the it was a facebook quiz is that, you see, you know, pop up on your facebook feed and how you see your friends kind of, like, get involved in like, oh, what star wars character you like stuff like that? People do it because, like, it’s just kind of funny people like humor, and they like to engage with humor. So i do think that there is an opportunity to be more thoughtful about how do you make it kind of delightful? Um, through either humor through making the quiz on the survey shorter and easier to consume, we talk about brand no there’s, i think there’s a big advantage to having lightheartedness as part of your brand totally don’t take yourself so seriously, it’s it’s not people are not mocking you when they’re laughing at you. They’re laughing with you. Ah, you know, be lighthearted, you know, i look at it, i mean, the major brand in the world. Google, you know, they messed with their logo of seasonal and holidays, you know, when you see them, do doo rim sickle things with their logo and that’s a that’s a small example. But i think it’s a it’s not just nothing wrong with but i think it’s advantageous tohave, lightheartedness, and and fun associated with your brand totally because people connect with that look it’s just on human nature. We like to connect with that. And, you know, i’ve been reading a couple of books on branding recently and it’s like on the one that i was reading, i think it was getting the two of them mixed up because i’ve been reading them kind of side by side, but there’s, this one co-branded intervention and one of the main points to be made in the book was just don’t be boring. It sounds so simple, but i think we often can just, like, be boring without even realizing that we’re being born and so have a little fun with things like surveys on dh pulling and quizzes, i think it’s a good of wait tio have some fun and to be lighthearted, like there’s definitely the time in the place for the message that, you know, sharing a sad story rights, you are sharing the story that’s going to inspire or hit a nerve and maybe a lot less positive way, right? But we’ll have in their ultimately too get people don’t want to give to it, but then i think there are things like surveys and quizzes, you can have fun and create that, you know, when on dh kind of have more of a personality there? Yeah, i do that with this show and listeners may disagree that there’s humor in this show, but it’s ah it’s certainly attempted there’s. I’m amusing myself. I always say, you know, i amuse myself if no one’s laughing. I’m amusing myself, and the listenership is his growing, so i’m not worried. I like human. You have to say that otherwise, you know, i’ll shut your mic off so you have no choice you’re under, you know, would you like a hostage? Okay, let’s ah, yeah. Listeners made discreet. Actually, i got e i’ll share this later on. I’ll share something later on. Somebody didn’t quite get me hyre don’t take me seriously. You know, if you’re not sure that i’m probably not serious if you have to ask that i’m that i’m not you should know that by now, after a seven and a half years old going on eight years. Um okay, uh, the journey, the beginning of the journey you wantto do you think the beginning of the journey is the most critical stage would make sense, but, you know, flesh it out for us. Yeah. So i mean, it is just like, you know, i’ll go back to something that i actually said ten years ago. It’s? Fine, because i think it’s still true the beginning. Of the journey is the honeymoon period, right? Just like when you first get married, the honey moon might be a lot more fun than when you’ve been married for ten years, right? Oh, yes, i’ve heard the rumors to that effect also way certainly not my personal experience it’s certainly not my personal experience, but i’ve heard i’ve heard people talk about that. Yeah, so you know, the first what we found is doing actually research with ah, relationship fund-raising with our partners and friends at at regar e is that the first three years are really critical time, period, three years relationship thinking like the first the first interaction, carrion okay kapin into the motivations and behind the giving and really work on that relationship on. So i guess i consider that sort of the honeymoon period if you’re even looking for opportunity to re engage people start first with people who have engaged with you within the past one, two, three years. Okay? And then there’s a question. I feel like i would not track a little, you know, that’s. Okay. And we just have about a minute left way. Have to wrap up, but but there’s evidence that if you khun, hold a donor for three years than their lifetime value is going to be greater, and the relationship will last that much longer, much longer. Right, right, right, right, exactly. And that’s. Why? I think it’s so important when thinking about the like doing a journey. Mathos osili focusing on that. Those first key interactions people are having when they come in. Make sure if you do one thing, make sure that that initial interaction that you give to someone after the first time they’ve gave given to you for the first time, they’ve shown up to your event for the first time they participate. Donated to a participant in your event. Make sure that that first interaction back that first thank you. That first effort of gratitude. Is it really good? Andi, start there and then push it out from there. But that, you know, first impressions mean a lot. So i think it’s really important. Taken to account what your first impressions going to be? Yeah. First impressions way no, we know the value. Okay, we have to leave it there. Taylor. Thank you so much. Hey, thanks for having me. Absolutely my pleasure. Thank you, taylor shanklin, vice president of product marketing and strategy. And pursuant to she’s at t shank cycles and the company tony dahna slash pursuant radio next week, idealware sze executive director karen graham is going to publicly release their latest report. If you missed any part of today’s show, i beseech you, find it on tony martignetti dot com were supported by pursuant online tools for small and midsize non-profits data driven and technology enabled. Tony dahna slash pursuant radio wagner, cpas, guiding you beyond the numbers. Wagner, cps, dot com and tell those credit card payment processing your passive revenue stream. Tony dahna slash tony tell us. Ah, creative producers claire meyerhoff, sam liebowitz is the line producer, shows social media is by susan chavez on this great music is by scott stein of brooklyn. You with me next week for non-profit radio big non-profit ideas for the other ninety five percent. Go out and be great. You’re listening to the talking alternative network, waiting to get in. Sting duitz are you stuck in a rut? Negative thoughts, feelings and conversations got you down. Hi, i’m nor ing. Sometimes the potentiality tune in every tuesday nine to ten eastern time, and listen for new ideas on my show. Beyond potential live life your way on talk radio dot n y c. Are you feeling unhappy with your body, shape or size? Ever feel out of control with food? I’m elizabeth from nourish the soul, and on the show, you will uncover the route to these imbalances and discover a permanent solution. Latto having a healthy relationship to food and your body. Join us every thursday morning at eleven a, m eastern time on talk radio dot. Hey, all you crazy listeners looking to boost your business? Why not advertise on talking alternative with very reasonable rates? Interested simply email at info at talking alternative dot com hyre into comics, movies and pop culture at large. What about music and tv, then you’re in for a treat. This is michael dellaccio, your host on talking alternative dot com. 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