Tag Archives: donor relationships

Nonprofit Radio for April 12, 2021: Build Lasting Supporter Relationships & Love Your Donors Using Data

My Guests:

Craig Grella & Wendy Levine: Build Lasting Supporter Relationships
Craig Grella and Wendy Levine, both from Salsa Labs, want you to build strong relationships all the time, not only when you’re fundraising. Their savvy strategies come from their own work building relationships for Salsa. This is part of our 21NTC coverage.

 

 

 

 

Shoni Field & Jen Shang: Love Your Donors Using Data
Nonprofit Radio coverage of 21NTC continues. When you are fundraising, data that tells us restoring your donors’ sense of well-being and identity will increase their giving and engagement. There’s a lot of fascinating research to unpack and apply, so join Jen Shang, the world’s only philanthropic psychologist, from the Institute for Sustainable Philanthropy, and Shoni Field from the British Columbia SPCA.

 

 

 

 

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[00:02:18.94] spk_0:
Oh hi Hello and welcome to Tony-Martignetti non profit radio big non profit ideas for the other 95%. I’m your aptly named host of your favorite abdominal podcast. Oh, I’m glad you’re with me. I’d be forced to endure the pain of benign prostatic hyperplasia. If you leaked the idea that you missed this week’s show, build lasting supporter relationships, craig, Grella and Wendy Levin, both from salsa labs. Want you to build strong relationships all the time. Not only when your fundraising, they’re savvy strategies come from their own work building relationships for salsa. This is part of our 21 NTC coverage and love your donors using data. Non profit radio coverage of 21 NTC continues when you are fundraising data that tells us restoring your donors sense of well being and identity will increase their giving and engagement. There’s a lot of fascinating research to unpack and apply. So joined gen XIANg, the world’s only philanthropic psychologist from the Institute for sustainable philanthropy and Shoni field from the british Columbia, s p C A and tony state too planned giving accelerator were sponsored by turn to communications pr and content for nonprofits. Your story is their mission turn hyphen two dot C o. Here is build lasting supporter relationships. Welcome to tony-martignetti non profit radio coverage of 21 ntc. The 2021 nonprofit technology conference were sponsored at 21 ntc by turn to communications turn hyphen two dot c O. My guests now are Craig, Grella and Wendy. Levine. Craig is content marketer at salsa Labs and Wendy is marketing director at salsa Labs. Craig, Gorilla Wendy. Levine, Welcome to tony-martignetti non profit radio

[00:02:22.94] spk_3:
Thank you. Happy to be here.

[00:02:24.50] spk_2:
Thank you. Thanks for having us

[00:02:38.24] spk_0:
on My pleasure to have you both. Thank you for sharing your expertise with us, your expertise on beyond fundraising, building lasting relationships with your supporters. Wendy. Let’s start with you what as an overview, what could nonprofits be doing better relationship wise do you to feel?

[00:04:29.14] spk_3:
So we work with lots of nonprofits and I’ll just start by saying, you know, as a marketing team. It’s also, we’re kind of in a unique position because we are responsible for marketing. It’s also doing all the normal things that, you know, our marketing team does, but because our software helps nonprofits market their mission and engage with donors, we often work with those nonprofit clients to help them in their marketing efforts. So that was the genesis of this workshop for the intent conference because when we work with nonprofits we see so many of them doing so many amazing things on. And yet there are everyone has their, excuse me there. Their holes are their blind spots in their in their process. So our workshop dealt with um formalizing a content development process and content calendar. Um, craig does this for salsa. So he does a great job of you know, making sure that we are talking to the right people at the right time, that we have the right content in terms of blog posts and you guys and social posts and that’s a lot of work. So when a nonprofit who may not have a whole marketing team, um like we do tries to do those things, um sometimes things get missed. So our workshop was all about providing people content, calendar templates and talking to them about things that they can do to make the whole process of building new content easier. We talked about reusing old content, um repurposing content that you have developed before, how to improve message targeting and how to do all of those things in uh simple ways that can be done with smaller teams.

[00:04:45.64] spk_0:
Well. And we’re going to talk about those things here. You know, you’re not gonna just tease.

[00:04:48.79] spk_3:
Uh,

[00:05:11.44] spk_0:
listen, I’m not gonna let you just tease non propagated. Listen and say this is what we talked about, but we’re not talking about here. So we’re gonna talk about those things to, uh, so craig so you are, you are, it sounds like you are the writer, the content marketer for salsa, and we can all benefit from the wisdom of the corporate marketing team at salsa. Yes,

[00:05:28.94] spk_2:
yes, definitely. I think to kind of piggyback on, on what Wendy was saying, the impetus for this. Uh, this presentation was, I think nonprofits can learn from the more corporate marketing. I think even if you look at advocacy, I think nonprofits can learn from uh, political advocacy, which is kind of, you know, they use their email lists like a. T. M. Machines sometimes. That’s the way it feels like. Uh,

[00:05:42.71] spk_0:
and then I think you have a background in the Democratic Party in pennsylvania. Right? That’s right, yeah. Yeah.

[00:06:09.94] spk_2:
And and I think really it happens on both sides of the aisle. I think when you look at a lot of advocacy campaigns, a lot of political campaigns, I think they tend to look at their lists in that way they go to their list more often with fundraising than other messages. Or they wrap their message in a fundraising appeal. I think nonprofits can kind of get stuck in that rut as well where, uh, they’re using their list more often as appeals. So this presentation was a way for us to say, how do you develop those deeper relationships? How do you go beyond just the fundraising appeal? How do you engage all year long? How do you, uh, take that relationship to the next level or maybe change relationships wherever your supporters are with you in their relationship now, maybe there’s a way to move them to a different relationship that involves other type of work or a different relationship with your work. So that was kind of the idea behind the presentation and how we put together the different steps and tips and things like that.

[00:07:41.04] spk_0:
Now, I suspect, you know, most dogs are doing some of this, like, you know, uh, let’s, let’s assume that an organization has a newsletter, whether digital or print, you know, and they may or may not include an appeal. But, you know, I’d like to think that there are messages going out that aren’t all that aren’t all fundraising related, I mean, but you’re, you’re sounds like you and Wendy would like us to put this into a coordinated calendar, so we’re not just thinking of it at the beginning of the month. What are we gonna do this month or, you know, even the beginning of the quarter, but we haven’t laid out for like a year or something. Uh, so be more sophisticated about it. But then also it sounds like you’re encouraging a good amount of messaging that’s not fundraising related, has no appeal affiliated with it. It’s just purely informative. Is that okay? Is that are we are we wasting? You don’t feel like we’re wasting opportunities to communicate, wasting opportunities to fundraise if we, if we send something out that doesn’t have an appeal in it.

[00:09:18.34] spk_3:
No, absolutely. I think, um, and this became, I think this came more into focus when the pandemic hit as well. Um, Some organizations, I actually had an easier time fundraising, but many had a more difficult time, fundraising really depended on where they were and what their mission was. But, um, it’s, we always talk about engaging with your supporters outside of fundraising and the importance of connecting with your supporters, making sure they are, are connected with your organization in a way that makes them, um, use the term sticky. You know, they’re, they’re, they’re, they’re connected to you and, and they’re not gonna just, you know, I’m going to give you money this month. I’m gonna give somebody else money next month. I know who you are, I know who your people are. I really think that what you’re doing is great. I I understand, you know, your mission and and how you work with people. I know the names of some of your staff members, The more that you can connect with those supporters, the more they’re going to stay with you, the more they’re going to give when they can, they’re going to volunteer when they can. And that became even more important during the pandemic because some people weren’t able to give, some organizations, needed people to give more and you know, appealing to, um, people’s connection with the organization that you’ve built up over time is just so important and not just now, but even more so now I think.

[00:11:47.84] spk_2:
And I think for me it’s, it’s kind of human nature. Right? The first time you meet someone, you’re not going to ask him to marry you right there on the spot. I think there’s got to be that relationship development. Uh, there are different steps along the line, obviously that you need to take to get to know each other better. And I think the same is true for any kind of communication, whether you’re at A for profit company, a Fortune 500 company or a mom and pop type of nonprofit, uh, obviously you have a little bit of a head start because that person has found you. Maybe they joined your list or maybe they came to an event, whether it’s in person or virtual. So you have a little bit of interest there. But with so much noise out there these days, whether you’re trying to connect on social media or even through a podcast, there’s, you know, there’s a lot of noise out there and, and you have to rise above that and you rise above that by maintaining that constant relationship. And you can’t only ask for money. It can only be volunteer appeals. I can’t only be, you know me, me, me, me. I need, I need, I need you have to find a little bit of the reasons why those people connected with you and and speak to that and you have to offer a little bit of yourself too. And there are lots of ways that, that nonprofits can do that. And um, we like to it like you said at the beginning, I think this question was, uh, we do like to be organized with that. Uh, it’s a matter of sometimes nonprofits just looking at what they have, you know, oftentimes when I’ve taught courses, courses on how to create content. One of the things I hear most often is, I don’t know what to write or I don’t know what kind of content to put out there. What will resonate with people. And uh, so that holds them back and then they do nothing. And that’s obviously not a solution. So where we start with with this presentation and where we like to start in general, is to just go through the content you’ve created through the years, we tell nonprofits you’ve probably got hundreds, if not thousands, of pieces of content out there. Look at your old blog posts. Look at some of the presentations you’ve done. If you’ve gone to conferences or presented, look at your social media posts, look at documents you’ve put together. If if you have programs, you probably have program information, put some of that together and turn it into something written that you can offer people, uh, and, and start there. And then once you’ve gathered all that information, put it together in a content calendar and be really deliberate about how you’re exposing that material to your audience in order so that it makes sense. And it drives a little bit of

[00:12:06.04] spk_0:
engagement, which is, which is much easier to lay out when you see it in a calendar rather than just you just kind of thinking, well I will do this in May and then this will be in june and you know, but you can be more, you’re more deliberate about it more, I think more sophisticated about it. If you if you when you commit something to writing it makes it makes you think about it more. That’s exactly right. I have a written and

[00:12:29.94] spk_2:
not only that, but you can also add responsibility and whether you have a big team or a small team, you can put names to the tasks that people need to do. You know, tony is going to do this article by this date and get it up on social by this date and there’s a little bit of responsibility there for the work that you’re doing, which I think makes people complete those tasks uh a better way.

[00:12:49.14] spk_3:
Yeah. And frankly, I think it makes it almost easier and simpler so that, you know, it doesn’t seem like quite as big of a mountain to climb. You know, I’ve got all this content to create from this quarter or this year, um, when it’s on a piece of paper or in a spreadsheet. And it’s something that just seems more manageable frankly

[00:13:09.94] spk_0:
when anything you want to add about the content calendar before we move on to segmenting your, your

[00:13:15.67] spk_3:
supporters.

[00:13:18.04] spk_0:
Okay, Well I’m willing it’s okay. I feel like we’ve covered the content calendar enough. I’m not trying to, you know, I think so. I think it’s, it’s something

[00:13:50.34] spk_3:
that a lot of nonprofits, um, do. Um, but we also see a lot of nonprofits that don’t do a content calendar and it’s, it’s not difficult. It’s just taking that first step. So we provided people templates, but just just getting it down and finding a way to formalize the process of putting a content together. It’s not that difficult. And it makes a huge difference

[00:14:00.44] spk_0:
helps you organize too. So you can see blog post, you know, maybe some other section on the website newsletter, email, social, social, facebook, social instagram, social twitter, but etcetera. And

[00:14:51.74] spk_3:
it also helps you identify holes in your content. So, for example, um, just as an example, we have some clients who, um, whose mission is focused on raising funds for medical research for a certain condition or, or issue. And they have content that they create for patients and their families, but they also have content that they create for, um, you know, medical experts and they’ll run medical conferences for doctors. Uh, so, um, understanding that they’ve created enough content for each of those groups is also important in having it in a calendar. Um, so you’re, you know, another organization might have volunteer, uh, content aimed at volunteers and content aimed at, at supporters or donors or community members. So just seeing that now, think about what your goals are.

[00:15:12.24] spk_0:
However you’re gonna segment, right? It’s all very orderly. Now. You mentioned templates. I don’t like to tease nonprofit radio listeners without without providing the substance. So can we get this template? Is this somewhere on salsa site or somewhere else? Where? Where?

[00:16:10.04] spk_2:
Yeah, So we we put up a landing page that’s completely in gated as part of the NtC presentation. Uh, it’s salsa Labs dot com forward slash 21 N. T. C. And there’s a little bit of a workbook that goes with the presentation and then of course the presentation slides, PowerPoint and pdf, I think, uh, and the workbook falls along the different sections of the presentation. So the first section is what we just talked about, which is to uh, figure out what you have. You know, go through, take stock of your content, your library, that kind of thing. The second part talks about putting together your calendar and segmenting. And then the third part jumps into really getting organized and then engaging or further engaging, going a little bit further than what you’ve done in the past. And to kind of tag onto the last part you said about or what Wendy said about the content calendar. Oftentimes we see nonprofits look for these templates. Uh, and they’re really just hashtags, you know, if the only communication you’re doing on social media is to put up a post about ST patty’s day or easter or things like that, you need to go a little bit further

[00:16:34.84] spk_0:
in your engagement. That’s not that’s not educating folks. That’s right. On your, on your mission, your work and your values. That’s not going to make them sticky because they can get easter messages anywhere.

[00:16:37.11] spk_2:
That’s right. And they likely are

[00:16:39.75] spk_0:
and they are.

[00:16:40.39] spk_3:
And we’ll tell you though, that the most engagement we get on our social posts are when we post pictures of our dog, there is some value that All

[00:16:49.42] spk_0:
right. Well, I don’t know what that says about the salsa Labs content, you know, talking to the content team. So I’m not gonna All right. Believe that their salsa labs dot com forward slash 21 ntc for the template that craig just talked us through. Let’s go to, uh, a little on segmentation. Who wants to want to kick us off the value of and the depth you should go to. Who wants to

[00:19:35.74] spk_2:
be sure. I’ll take it when it comes to segmentation. The idea is to be able to understand which audience member wants to receive, which message at what time and by what medium there are a lot of different mediums. We can deliver messages through these days and everyone’s busy and like I said before, there’s a lot of noise. So you need to find your way through that noise and the way we believe you do it is through personalization. If you can understand who wants to receive the message when they want to receive it and where they want to receive it, you will have a higher engagement with that person. And this is kind of goes back to the idea of just shooting out a ST Patty’s day message, right? I mean you might get 50 or 60 likes, but if those people never volunteer or they never donate or they never come to an event, what’s the point? Um, you know, it may be, hey, let’s put out a nice message and that’s fine. But at some point you need to generate people to support your mission, whatever that means. So we like to segment in a couple different ways. One of course is looking at what you have in your own crm or your own list and trying to understand demographics about that person and to be able to split them into some sort of discernible category. You know, hey, we’ve got donors here, We have volunteers or we have people who just engage with us on social media. And then if you are doing a lot of sharing on social, which many groups are really trying to match your organization’s message to the right social network and you’ve got people out there who, you know, maybe they have a very intelligent audience, or maybe they have a very specific demographic in their audience and they completely lining up to the wrong network and sharing a message at the wrong time. Maybe they’re sharing it once, instead of sharing it four times over a month or two months. So that different people see that message. So uh part of the workbook that we put together is going a few different places through your analytics and really understanding what your audience looks like and taking some critical uh peaks at your audience and the demographics of your audience, looking through your Crm, and uh figuring out what’s important to your organization. And how do you label those people so that you understand the message that they want, where they’re going to be and then where you can get that message to them.

[00:19:43.64] spk_0:
Mhm. When you want to add to segmentation.

[00:21:01.04] spk_3:
Yeah, I mean there’s it’s a little bit science and a little bit art, frankly, I think. So, there’s a balance between having too many segments and too many groups and having too few segments or groups. So um if you’ve got groups of supporters, there are so many groups of supporters that you’re sending very similar messages to some of the groups that you probably have too many. Um it may be difficult to handle all the messaging. Uh if you have too few groups, the messages aren’t targeted enough aren’t interesting enough to each of those groups. So as you know, Craig was talking about measuring engagement on social media and and looking at analytics for your emails and things like that. And that’s very important. And that’s all the science part. And then there’s a little bit of art uh in terms of, you know, where the messaging can be split, where the different messages make the most difference on how you engage with these folks, what words you use, what you test. Um, so, you know, I think it’s, I think it’s a little bit of both. And it just takes, you know, not nonprofits know their supporters, Right? So it’s really just a matter of sitting down and looking at, um, where they’re engaging, what they’re saying on social media and you know, what they’re reacting to when, when you send them emails or messages.

[00:21:47.24] spk_0:
Well, let’s probe that a little further windy in terms of knowing knowing your people suppose, you know, you know, something, you know, some people prefer email over phone calls or written mail over email, etcetera. But, and you can gauge some depth of interest by giving history, right. If if Humane society gets donations, when cat appeals from certain people and dog appeals are making this very simple. But you know, so then you know who your dog people and cat people are, but I suppose you wanna go a little further. Like uh, you know, who wants to engage on instagram or which of our programs appeal to you, You know? Uh, So I’m envisioning a survey is one possibility. What else? How else we still have a few minutes left.

[00:21:50.50] spk_3:
Okay. So that’s

[00:21:51.29] spk_0:
what you glean. How does, how does segment?

[00:22:08.74] spk_3:
That’s a really good question. It’s actually something we addressed in the presentation uh, in 10. Um, you’re right. A survey is one way and we made some recommendations. You no longer surveys where you, where you ask more than say three or four questions. Um, are something you shouldn’t do a lot of. And when you do, you should probably combine it with some sort of incentive and it doesn’t have to be, you know, you don’t pay people to take the survey, but you know, hey we’ll send you a button or bumper sticker. You know, if you fill out a survey or this is why it’s really important, you know, um at least, you know, appealing to their uh

[00:22:34.47] spk_0:
their interest in your

[00:24:16.64] spk_3:
cause. Um But we also like the kind of one question asks in emails is another way to do it. So if you’re sending emails to people, you can ask a question in the email depending on the tool that you’re using, you can put a link or button in the email and say, hey um do you have a cat or a dog or both? You know at home? Are you, are you a cat parent? Dog parent? Um have them click on that button and then now they’re in a group and the next time you send an email out, they either get a cat picture or dog picture at the top of the email. Um, and it makes a huge difference in engagement. Um, We talk a little bit also about, um, polls on social media. So that’s not going to give you on the, that’s not going to put a particular person in a group, but it can give you information on what people are interested in. So if you’re going to focus on, um, uh, one, you know, if you’re putting together advocacy petition and uh, you know, you need to understand where people are focused on what they’re most interested in. That can help also. Um, but putting a process in place so that your staff understands what kind of data you’re collecting so that when they bring up a donor record because they’re talking to the donor or they’re about to meet the donor at an event, hopefully we’re all doing that soon. Um they can look and say, oh hey, you know, we’re missing this one piece of information or these two pieces of information. So I’m gonna make a note and I’m going to ask them that when I meet with them and I’m going to put it in there and everyone needs to know to collect that information. Um and it, it just makes it easier and, and there’s a whole process we won’t go into now, but there’s a whole process of right figuring out what information is important on and which ones, which pieces of information should affect the message that you’re sending.

[00:24:32.24] spk_2:
A couple years ago, I think last week feels like a couple of years ago, Sometimes for a couple years ago you tony you did a podcast on integrating Crm with your email marketing and other digital.

[00:24:36.70] spk_0:
That was another, that was another NTC, uh 2017 18, something like that.

[00:24:42.40] spk_2:
Yeah, I think it was a while ago, but you know, it’s funny

[00:24:45.29] spk_0:
that nonprofit radio listener thank you for saying that

[00:26:25.94] spk_2:
it’s a great episode and I think it’s important here because obviously salsa is a product that tries to put together all these different marketing mediums and they work well with each other and, and there are other um products out on the market, but we also find that a lot of nonprofits have these disparate solutions and it makes things harder. It makes collecting data harder, it makes engaging harder. And when you have that uh system that pulls it all together, it makes this process easier because when you send an email and someone clicks on it, you get that information in your crm. So these one question surveys that Wendy is talking about. You can do a survey with a cat picture and someone clicks on it. You capture that data. Uh you don’t necessarily have to go to a full blown male pole or social media poll. You can do these things when you’re systems are integrated and pull that information between those systems. And then when you’ve got the information in your crm, you can then pull that information automatically into your email without having to upload or download or move data around. So It works on two ways. One it helps you understand and track the data but it also helps you personalize the emails that you do send. I think if if nothing else uh non profit should know. Just act just just do it. If you’re not sure where to start, just you know, get a message out there and just do it and then measure and track and along the lines of what Wendy said. If you are missing some information, just ask, just ask for it, create a message and send a note and remember when you do get that data to plug it back into your system so that you can use it uh in in many ways in the future. So that’s the important part

[00:26:32.44] spk_0:
two. We’re going to leave it there. Alright, alright, very much Greg gorilla, my pleasure Kraig gorilla content marketer salsa Labs, Wendy. Levin, marketing Director at salsa Labs. Thanks to each of you. Thanks very

[00:26:44.64] spk_2:
much. Thank

[00:30:41.24] spk_0:
you. My pleasure to have you and thank you for being with non profit radio coverage of 21 ntc the 2021 nonprofit technology conference where we are sponsored by 20 we are sponsored by turn to communications turn hyphen two dot c o. It’s time for a break. Turned to communications relationships. We just talked about lasting relationships. The importance of building them. Turn to has them, they’ve got the relationships with journalists. So when there’s something fundraising related or philanthropic related or even more broadly, non profit related, those journalists are going to be picking up the phone when turn to calls them with you your name as a potential source, source of quotes, source of background, source of help. They pick up the phone because they’ve got a relationship with turn to, it’s the relationships that get leveraged for your benefit. Their turn to communications turn hyphen two dot c o. It’s time for Tony’s take two. I started the second class of planned giving accelerator this week through the accelerator. I’m helping nonprofits launch kickoff, inaugurate their planned giving programs. I’m teaching members who join with me for a year, teaching them step by step how to start and grow their plan giving programs. The classes are fun. I look forward to them every week that we get together because there’s, there’s live trainings and then there’s Ask Me Anythings and I also do a podcast for them. Yes, there’s a, there’s a, there is a podcast that you can’t hear. You got to be a member of plan Giving accelerator to hear the plan Giving accelerator podcast. You see the symmetry there. So yes, I do a podcast for them too. But these trainings and of course, so we’re getting together for the training and they ask me anythings. I look forward to them. And rumors are that the members look forward to it too. I’ve heard rumors to that effect. So it’s, it’s all, it’s really very, it’s very gratifying, rewarding. Um, it’s fun and folks are starting their plan giving programs and in the first class that started in january, they’re already getting gifts. There’s already a couple of nonprofits that each have a couple of gift commitments already, just three months into the 12-month program. So that makes it enormously gratifying. I’m getting um, my synesthesia is kicking in. I’m getting goose bumps thinking about these groups that, that already have commitments only three months into the thing. So that’s playing giving accelerator. If you think you might be interested in joining the next class, it starts July one and all the info is that planned giving accelerator dot com. Check it out for Pete’s sake. That is Tony’s take two. We’ve got boo koo but loads more time for nonprofit radio here is love your donors using data. Welcome to tony-martignetti non profit radio coverage of 21 ntc, you know what that is? It’s the 2021 nonprofit technology conference were sponsored at 21 ntc by turn to communications turn hyphen two dot C o. With me now are Shoni field and jen Shang Shoni is chief development officer at the british Columbia Society for the prevention of cruelty to animals. S P C A. And jen chang is a professor and philanthropic psychologist at the Institute for sustainable philanthropy. Shoni. Welcome to the show, jen, Welcome back.

[00:30:47.44] spk_4:
Thanks for having us.

[00:30:48.55] spk_3:
Thank you.

[00:31:06.24] spk_0:
It’s a pleasure uh, in talking before we started recording, uh, came to my attention that jen chang now has a british accent, which she did not have when she was on nonprofit radio many years ago when she was at indiana University. So we’ll get to enjoy that. And you’ve been how many years in the U. K. Now jen

[00:31:11.04] spk_1:
Eight years.

[00:31:13.14] spk_0:
Eight years with Adrian Sergeant. I assume he’s still at the institute.

[00:31:16.44] spk_1:
Oh yeah still living in the house to

[00:31:19.69] spk_3:
lose your

[00:31:20.19] spk_0:
house. Oh

[00:31:21.57] spk_1:
you don’t know we’re married sorry.

[00:31:23.17] spk_0:
Oh you’re more than uh philanthropic partners. Oh really? Okay. Were you married? When were you married to Adrian when you were on the show last? Uh huh.

[00:31:32.74] spk_1:
No

[00:31:34.14] spk_0:
your philanthropic psychology brought you together

[00:31:38.64] spk_1:
Absolutely really amazing

[00:31:40.94] spk_0:
mm fundraising fundraising brought you together. That’s wild. Well it’s a it’s a relationship business. So I look at you

[00:31:46.23] spk_1:
you’ve

[00:32:19.74] spk_0:
taken you’ve taken your own science to to heart and to deeper depth than than most people do. Well we’ll give give Adrian my regards, tell him. Absolutely tell him I say hello and hello from nonprofit radio he’s been a guest also. Well look at that interesting. And for those now we’re shooting with video jen has the uh suitable professorial background. There’s papers and thick books everywhere. It’s, it’s really, really quite bad. Oh yeah, there’s, there’s ghost faces up on top um and a crucifix also. So the place is blessed. You

[00:32:25.14] spk_4:
can make up anything about what we’ve got in the background. tony

[00:32:42.44] spk_0:
best mess. Yes, we’ll show me yours is uh yours is, I don’t want to say austere. It’s just uh its proper, you know, you’ve got a couple of framed items and you got a nice uh um um what we call those windows, uh,

[00:32:45.33] spk_4:
skylight,

[00:32:46.08] spk_0:
Skylight of course. Thank you at 59

[00:32:48.14] spk_4:
terrible for when there’s video because it makes the light really horrible. But radio it’s just fine. Yeah,

[00:33:20.84] spk_0:
I know yours is, yours is a like a sort of a gallery background. That’s what I would say. And shen’s is definitely Shen’s jen’s is definitely a professorial background. Okay. We’re talking about loving your donors. Your NTc topic is love your donors using data. So let’s start with Professor shang our philanthropic psychologist. One of, are you the only philanthropic psychologist in the world or just the first?

[00:33:25.74] spk_1:
I haven’t heard anybody else calling themselves philanthropic psychologists.

[00:33:38.14] spk_0:
Okay. So you’re both the first and, uh, and the only, first and only philanthropic psychologist. Okay. I love that you’re married to Adrian Sergeant. Well, that’s, you really took fundraising to new Heights.

[00:33:39.95] spk_4:
Small world fundraising. We all know each other.

[00:33:51.24] spk_0:
Rights, new depths. Yes, But they know each other quite well. Um, All right. So jenn, um, what, what can we learn from here? What, what, what, what, what are we not doing well enough with data that you want non profits to do better.

[00:34:45.14] spk_1:
Um, the first thing that we do that we don’t think nonprofits have spent a lot of time understanding is how people describe their own identities. And when I say when people describe their own identities, I don’t mean just how people describe themselves when they give as a supporter or as a donor, but how people describe themselves as a person outside of giving. Because research after research after research after research, what we found is that the descriptors that people use to describe themselves as a person are not always the same as the descriptors that they used to describe themselves when they think about themselves as a supporter. So not understanding who is the person behind the giving, I personally think is a huge missing opportunity for nonprofits to develop deeper relationship with their supporters.

[00:35:08.24] spk_0:
And what are some of these, uh, mm dis associations or in congruence sees between the way people identify themselves generally and the way they identify themselves as as donors.

[00:36:23.43] spk_1:
So one of the most consistent findings that we saw pretty much in all the data sets we have is that when people describe themselves as a person, they like to describe the morality of themselves. And usually there are nine highest frequency words that people use to describe their own morality and they are kind and caring and compassionate, generous, fair and so forth. And for most charities, you would see quite a large collection of these moral words in people’s self descriptors. But usually you see a smaller collection of these moral words appearing when people describe themselves as a supporter. So what that says to me is that when nonprofits communicate with supporters are about giving, they haven’t connected the giving to their sense of being a kind and caring and compassionate person as well as they could be. Usually you see the word generous, show up and you see the word helpful, show us show up in the descriptor of the supporters, but not the rest of the moral words.

[00:36:44.03] spk_0:
And there’s evidence that using more of the moral descriptors that the individuals would use will increase their giving.

[00:36:57.03] spk_1:
Not only it increased their giving, it also increases their psychological well being, and that is the real missing opportunity here. So when people give out of their kindness and out of their compassion, they feel better. Even when they give the same amount of money.

[00:37:39.73] spk_0:
You studied this really. You can you can gauge and Shawnee we’re gonna come to you. Of course. I I know there’s a practical application at british Columbia. I understand. I just want to flush out, want to flush out the like the limits of the, of the science and then we’ll get to the practical application. Absolutely. Um, All right. So so we can make people feel better about themselves through our non through nonprofit communications, through our communications to them. And they will then, uh, as as a result of feeling better or is it because they feel better than they will give more to our cause or we we just know those two things are correlated, but not necessarily cause and effect.

[00:37:52.63] spk_1:
We first communicate with supporters about there being a kind person and then we see giving increase and then we measure their psychological well being and we see their psychological well being increases.

[00:38:22.72] spk_0:
Okay, So we know that the giving has come first and then then from those for whom the giving has increased. Your then you’re studying their psychological well being. Yes, wow. Through our, through our communications, through our uh, is this what method of communication do we use phone letter?

[00:38:39.42] spk_1:
We have we have a few experiments in emails. We have survey evidence from donors. And we have laboratory experiments from the general population. Okay

[00:38:47.72] spk_0:
let’s turn to show me for the for the application of this uh at the british Columbia. S. P. C. A. What did you do their show me what how did you take this research and use it?

[00:41:16.41] spk_4:
So the and it feels like I’m jumping into the story halfway because I didn’t know how we got there but how we used it was um we worked with jen and her team to do um surveys and research into our donor base because you know, not every donor base is going to have the same characteristics. And so what do animal lovers in british Columbia? Um what are their characteristics of how they identify themselves as a moral person or in that sort of aspirational sense of self? Of where they’d like to? Well, I’d like to get to and supporting the S. P. C. A. As a way of getting there for them. So we we looked at our donors and came back with Jensen, looked at our donors and came and through surveys and research and came back with some some levers that resonated stronger than others with our donors. And so then we could go out and test those with, you know, our controls and then testing these levers and see where we see if we did. In fact, um originally c boosting giving over the long term, then we’ll be able to measure retention because I think with psychological well being would become an increased likelihood of wanting to stick with that relationship that makes you feel great. And so we’re able to measure um with within that field research what then when we put it into into play, what did get higher responses. And then we’ve gone back with jen and her team to study our three tests further and identify how we can build on that. Some of those tests worked better than the others. And so we that gave us some further insight into what we needed to to dig in on. And I think our our first error had probably been, we had all this learning and we wanted to use it all all at once, all in all the same time. Uh, the second sort of round of analysis really helped us be more focused and, and jen refers to allowing donors to breathe into the moment and just really be in that. And so it allow it, it allowed us to identify, yes, there’s a ton of good things we can do, but here we’re going to do three of them and we’re going to do them really well and really focused.

[00:41:18.91] spk_0:
What were some of the descriptors that you found were the levers for your, for your folks?

[00:42:43.90] spk_4:
Well, I mean, there’s so there’s the sort of descriptors of self that jen talked about in the, you know, the generous and loving and kind. Um, and then there’s one of those in particular, uh, dig into more, But there’s also these sort of, um, oh, you know, we call like victorious hope, this sense that there can be, um, that there will be success, that people have had past success in helping rescue animals and they will have future success. And, you know, this comes out of their love for animals. And so we use this victorious hope theme. Um, we we see, uh, personal sacrifice come through and we’re familiar with that from, um, you know, male direct mail that said, you know, just for the price of a cup of coffee a day, you could, you know, you could do this or you could do that, that sense of someone giving something up to get this, this outcome that they want. So we, we’ve used those a lot and we also saw the word loyal come up a lot more, um, than we had, than we had recognized was important. And it makes sense because people’s relationships with their animals are a lot about loyalty. Um, so it makes sense that they’d also value it as in a personal trait, but we’ve, uh, we had already been doing a lot of work around generous and loving and kind and we also increased that, that sense of loyalty.

[00:43:14.90] spk_0:
And now I don’t want any frustrated guests on nonprofit radio So you said, I asked you a question that came in the middle and you you uh, you thoughtfully answered answered the question, so thank you, thank you for that. But but I’ll give you the opportunity to go back if you want to take a minute and explain how you got into the jeans jeans research.

[00:43:19.10] spk_4:
I mean, this is like goes back to weigh like my beginnings as a fundraiser

[00:43:23.10] spk_0:
where a fundraiser

[00:44:01.69] spk_4:
where I got really frustrated with people’s perception of fundraisers as sort of snake oil salesman, you know, in the nonprofit world, there was the program, people who were doing the virtuous work and then there was the fundraiser, people that were, so it was sort of a little like unclean that you were trying to make people. And to me it always felt more like I was helping someone do the work that they couldn’t do themselves because their career had taken them in a different path. Like they wanted to save the environment, they wanted to help someone with the disease. They want they loved animals and wanted to help animals, but they trained as an accountant or they trained as you know, they have run their own business and so

[00:44:17.29] spk_0:
it’s very it’s empathic and magnanimous in the same that they wish they could be doing this good work. But they chose a different path. You have your like your empathetic to them.

[00:44:50.09] spk_4:
So this when I saw gems research of this sort of aspirational sense of self, this really struck a chord with me of like this is the work people wish they could be doing and we all know how we feel when we get to do something that’s really close and really important to us. It feels really great. So that just clicked with me. The sense of if we can help people do the work that they really want to do, but they haven’t been doing because something else does their pay brings their paycheck in and paying the bills is also important. Then we’re all going to be much stronger for it.

[00:44:59.69] spk_0:
And just quickly, how did you find jen’s research?

[00:45:03.89] spk_4:
I mean, this is, you know, I, I followed it around at conferences for quite a while before reaching out and saying, hey, I love this stuff. How can I, how can I do more?

[00:46:09.08] spk_0:
There’s value in conferences. Like, like ntc, there’s value in completely. Yeah, this reminds me of the work that you and I talked about when you were back in indiana before you were married to Adrian Sergeant. And we were talking about a phone research that you had done with public radio. I think it was in bloomington indiana. And you would describe women. I think it was Well, maybe you saw more of an effect that was it. You describe you saw more of an effect with women when the caller from the public radio station would use words to say. You’ve always descriptive words. You’ve always been so loyal to us. Or you’ve you’ve been such a generous supporter of us. Would you would you make a gift again? And you you saw greater giving when the right descriptors were used for those bloomington indiana Public Radio, uh, supporters. So this seems like a continuation. Uh, you know, where your again, it’s the way you describe the donors.

[00:46:16.18] spk_1:
Yes. And it’s not just the way that we describe the donors is the way that donors describe

[00:46:29.48] spk_0:
themselves themselves. Right. And then this increases their feeling of well being, more about that. How did you, how do you measure their sense of well being?

[00:46:32.08] spk_3:
So we, um,

[00:48:00.47] spk_1:
when we started measuring psychological well being, we explored a range of different scales. Um, at the moment, the the several scales that we use most often with nonprofits who haven’t started our kind of communication with supporters, our competence, autonomy and connectedness. Those are the three fundamental human needs that psychologists have studied now for decades. They in in the giving situation, they refer to, um, competence, my ability to make a difference for others autonomy. I have a voice of my own. I’m not giving out of any social pressure and connectedness. I give to make me feel connected with the things the animals, the nature and the people that I want to connect with. Those three needs. If we lack any one of them, we wouldn’t be able to experience well being. So it’s most ideal if any given giving act can simultaneously help people fulfill all three psychological well being. And those are the ones that we have now used most frequently in giving at the range. Um Lower than $500 a year.

[00:48:16.97] spk_0:
Shoni mentioned the next step being written, measuring retention. Have have you seen in your research whether there there is greater retention among the donors who whose well being we’ve we’ve enhanced.

[00:48:41.27] spk_1:
Um, so what we have seen is that um, yeah, the factors that drives giving are not always the factors that drive psychological well being, but if you can communicate with people on only the factors that drives both than that giving is more sustainable.

[00:48:51.47] spk_0:
Okay. Wait, all right. Say that one more time. You’ve been studying this for decades and I’m hearing it for only the second time in like eight years. So okay,

[00:49:35.27] spk_1:
so say, um you have five most important factors that drives giving and you have eight most important factors that drives people psychological well being. You’re five and you’re eight are not always the same, but sometimes they are three that are common between these two sets. If you only use those three to communicate with your supporters and increase giving an increase well being, then you can expect to see repeated increase in giving over time because the same three factors both increased giving and increase people’s psychological well being.

[00:50:29.66] spk_0:
Okay. I see it’s the intersection of the two little circles in the Venn diagram. Okay, You gotta explain this to a layperson, Right? All right. Thank you. Um So, were you So it’s fascinating, fascinating. Um Plus, you’re married to Adrian. I just can’t get over this how this this career has brought you together. I’m just I’m taken by all this. Um, Were you wondering about this back when you did the public radio research? Were you wondering how the description by the by the callers from the public radio station made the donors feel you knew you knew at that point? No, you weren’t thinking She’s shaking her head. You knew at that point that that describing them in certain ways could increase giving. Were you curious then, about how it made them feel? Um,

[00:50:44.26] spk_1:
I think when I first got into fundraising, it was very important to me to find some psychological motivations that can help nonprofits to raise more money. But once I realized that actually, that is not very hard, you can pretty much

[00:50:50.98] spk_0:
like, look, we’re not doing a great job in a lot of ways. Yeah,

[00:50:55.11] spk_1:
I mean, raise money by about 10 really is not hard when, you know, a little bit of psychology,

[00:51:00.15] spk_0:
you’re being more gracious, alright. A

[00:51:48.46] spk_1:
few supporters. Um But to make the giving experience meaningful for people to make the giving experience a part of people’s lives that they treasure. And to make that giving experience and experience that can allow people to experience the kind of life that they would not otherwise have. Those are the things that are hard because those are the things that do not have the the focus that they need and those are the things that I pretty much spent the last 10 years after I graduated from Indiana doing. Because those are the things that gives me meaning in doing what I do.

[00:51:59.06] spk_0:
Sure, let’s go back to you. Uh How much increased giving are you seeing you? I’m sure you’ve quantified this. What differences are you? Are you experiencing?

[00:53:05.55] spk_4:
Well, I mean, we’ve we’ve now tested it in a number of different areas. We, you know, we test it in, uh, we we use it in thank you scripts to our donors. So we don’t, you know, that’s a long term test of if we’re using this, this language consistently and everything, we we play around with the different levers on web forms, um, where we see, you know, we can extrapolate over the year if like, okay, if we use this, you know, we have a form and the form on the donor form, what difference are we going to see? Um, so it’s, you know, it’s hard once it becomes infused in everything you do, you no longer have a test in a control. You have, you have just the way you’re doing it now because you roll it out in all these different ways. I will say. I mean within that first batch of three, we paid for our research. So, you know, we got we we made an investment. We we we learned a ton. We paid for it right away. And then everything after that is, um, is bonus or, you know, is the real game. But it’s, it would be hard to measure at this point because we’re not, we haven’t infused in and everything, but we no longer have, uh, you know, we’re getting there, but we no longer have a sort of test and control where we can say this is the difference

[00:53:24.85] spk_0:
jen where can folks find your research? Is it is it somewhere that we can easily uh,

[00:53:32.90] spk_1:
most of our research is at the Institute for Sustainable philanthropy’s web site. There are freely downloadable.

[00:53:44.55] spk_0:
Okay. At the Institute for Sustainable philanthropy, um, what do you think? Should we leave it there where we explain this adequately that we picked people’s interest? I

[00:54:50.84] spk_4:
don’t I have if you have time, I have one more thing that I really think this work is sort of um a really important bridge between the sort of donor centric, the donor is always right. We’re stroking the ego of the donor and the community centric fundraising models because jen said, you know, this is I give to connect people, give to connect to to other people to the animals. And that I think in that sense of connection and love comes a more sustainable way forward because we don’t have to have this um artificial barrier between the donor and the beneficiary. And we don’t have to talk about, well if we privilege the donor, then it’s at the expense of the beneficiary or vice versa. We can talk about it’s about making connections as humans and and and together working for change and I I see it as a really healthy way forward in that conversation.

[00:55:20.04] spk_0:
That’s a great place to stop. We’re international for this segment from british Columbia and the UK from B C. Is Shoni Field chief development officer at the S P. C. A. Society for prevention of cruelty to animals, the british Columbia and from the UK, jen, chang professor and philanthropic psychologist at the Institute for sustainable philanthropy where you will find all this valuable, valuable research Shoni jen, Thank you very much.

[00:55:24.64] spk_4:
Thanks tony

[00:56:05.34] spk_0:
What a pleasure. Thank you Next week. Susan comfort returns with team wellness as 21 NTC coverage continues. If you missed any part of this week’s show, I beseech you find it at tony-martignetti dot com. We’re sponsored by turn to communications, pr and content for nonprofits. Your story is their mission. They’ve got the relationships for pete’s sake. Turn hyphen two dot c o r. Creative producer is Claire Meyerhoff shows social media is by Susan Chavez. Mark Silverman is our web guy and this music is by scott Stein. Mhm. Thank you for that. Affirmation scotty

[00:56:07.05] spk_5:
Be with me next

[00:56:25.74] spk_0:
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Hello and welcome to Tony martignetti non-profit Radio. Big non-profit ideas for the other ninety five percent of your aptly named host. Oh, I’m glad you’re with me. I’d grow on Odo polyp ous if I heard that you missed today’s show. Reducing donors Abandonment From Amazon to Zappos There’s a lot you can learn from e retailers to keep your donors in the checkout stream as they make their online GIF ts Our nineteen anti seat panel Matt Scott and David de Para Lisa reveal proven e commerce strategies to increase online gift completion. Matt is from cause *** and David is at Give lively and welcome your donors the right way. Your donors now complete their online GIF ts at record rates. Have you got an in? Have you got in place? A multi-channel welcome and nurture Siri’s to receive and steward these new donors. Our panel will get you started. They’re brenholz is with C ch and Chrissy hyre from innovation that’s also recorded at nineteen and TC. I’m Tony Steak to be the one we’re sponsored by pursuant full service fund-raising data driven and technology enabled. Tony Dad, I’m a slash pursuing by weather CPAs guiding you beyond the numbers. Wagner cps dot com and by text to give mobile donations made easy text NPR to four four four nine nine nine Here is reducing donor Welcome to Tony martignetti non-profit radio coverage of nineteen ninety si. You know what that is? It’s a non-profit technology conference coming to you from the convention center in Portland, Oregon. This interview, like all are nineteen ntcdinosaur views is brought to you by our partners at Act Blue Free fund-raising Tools to help non-profits make an impact. My guests now are Matt Scott sitting closest to me. He’s CEO of Cosmic and David De Para Lisa, CEO of Give Lively Welcome Welcome mat. Welcome, David. Thank you. Thanks, Tony. Pleasure. Pleasure to have you on DH mascot. Welcome back to non-profit Radio. Thank you. It’s good to be back. All right. Your topic here today is reducing donor. What’s a copy from e retailers? David, why don’t you get us started? What? Give us the Give us the headline in the lead. Sure. So this session is intended to help non-profits think about the full life cycle of thie experience of making a donation and all of the elements that could result in someone dropping off from completing a donation way. Want to, you know, bring in expertise from the consumer world. The world that most everyone lives in on apply it to this non-profit space. Okay. And just so in case there’s any question want you define abandonment for us. So someone starts a starts to donate two or starts thie intent, or has the intent to donate to your cause and then leaves in the middle of it. Right? Okay. Yeah. Okay, Matt, anything you want to add to the overview of our session? Yeah. I mean, I think when we’ve had a lot of conversations, one of the thing that I really enjoy about David’s perspective is you No way. Think about Amazon. One click check out. Right. We think about Netflix in terms of, you know, the user experience that we’re all used. Teo and I think that if we can copy some of those things and move them over to the non-profit space, we’re going to be a head as an industry. But if we’re thinking on ly about competing against other non-profits from a donor experience, we’re going to find ourselves in a lot of trouble because you’re starting setting the bar too low. You’re setting Well, yeah, you’re absolutely setting the bar too low, because we, as consumers, are also the people who are donating to charities, right? And if our expectation is for it to be a seamless process to collect a little information as possible to have unique, engaging content delivered to us if we’re not thinking like that as a nonprofit organization, we’re missing out on consumer behavior, which are the e retailers, that you want us to learn from that really broad base. So you know, we’re inspired by Amazon Zappos to some degree you thie experience at an Apple store, which, you know, in a way, is a kind of hybrid retail experience and generally taking best practices from that space broadly, even if it is in a specific retailer, it’s It’s some of the elements of what makes Annie retail experience common. For example, a simple donation, a simple check out flow a a checkup, though that doesn’t ask many questions but lets you get through it as fast as possible. A one click check out a digital wallet capability, the’s air, things that have worked for the for-profit sector and non-profit sector is catching up and we hope to help them get there. Yeah, why? What’s the What’s the problem? Why so slow? I mean, we’re all experiencing these things on the e commerce side. Why were we not recognizing that? Uh, the analogy between our our donors and ourselves as consumers? What’s the disconnect? I would say that there’s an access issue. There’s an access to technology that brings the retail style practices to the non-profit. Sectarian give Lively is a response to that problem, which is looking at the world of non-profit tech and seeing that elements like digital wallets are not common, that something that isn’t available in the A lot of other platforms but that is available on the give lively platform. So it’s those types of things that have kept non-profits behind. I mean, unfortunately, platforms or not innovating as fast as they can. And they’re not innovating with the consumer mindset that that us in just a few other players are. Okay. All right, so I started to add to that one of the things that I think is really interesting working with established non-profits, You know, you you look at these behemoths and they are their worst own worst enemy When it comes to technology, you look at the younger, more rapidly growing organizations, and those are the ones that are really out there able to adopt new technologies quickly. They’re not constrained by existing say, CR M systems or their, you know, existing, you know, ways of doing things. And and when you when you take a tool like give lively and you put it out there and you integrate with the C R m like sales force, you unlock that potential. And I’ve seen it time and time again, where established non-profits in particular they are their own biggest hurdle when it comes to getting getting in line with e commerce. Best practice? No. All right, all right. So why don’t you kick us off, Matt? What? Uh, let’s get kicked off with what we should what we should be learning. Where do we start? Yeah, I mean, I think David brought up a lot of really good points in terms of Amazon, and you’ve got, you know, a donor experience. But then what I’m really interested in and I think where we complement one another is on the content side. And so I like to always start with you know who is your target audience? What is the unique user experience that that person or persons wants tohave with your brand? And how can you make sure from the moment that they interact with your brand and are brought to your page to your checkout form that they understand you’re unique market position? And so I think that that’s really important to have a singular content strategy that’s very user focused. And, uh, if it’s okay handing it over to David because I feel like that’s where he picks up in terms of the e commerce checkout process and where that’s really critical in terms of the transition from content to check out. OK, yeah, I noticed matter-ness were on Mike, you’re more deferential than, uh Well, then all this *** that you were giving me before before. Before I turn the mike on, why don’t we talk about monthly giving, for God’s sake? But all of a sudden, my cousin, he’s like, uh, if you don’t mind, I’d like to pass it over to David. Very interesting. There can only be one New York around like you’re dominating. Yeah, you multiple turned. You know, talk about talk about best. I’m gonna start the guest personas start start creating that that is surrounded by New Yorkers right now. Yeah. You know, you’re only here. He’s being into forced deference. A submission sametz Alright, yes. Well, I’ll take your suggestion. The matter very politely requested It’s time for a break Pursuing the art of first impressions how to combine strategy analytics and creative to captivate new donors and keep them coming back. That’s their e book on donor acquisition and had to make a smashing first impression with your potential donors. You will find it on the listener landing page at Tony that I may slash pursuing capital P for please. Now back to reducing donor-centric. Share your expertise. You did tick off a bunch of things. I wallet went one click, check out seamless, but we got we got a lot more time together that way. Gotta go into some detail. Yeah, and so you know, at first I think it be helpful too. Acknowledge what Matt mentioned in terms of thinking about storm the content, right? And the thing that keys in for me there is thinking about how the experience starts at the level of the ask and then the level of the intent of the donor. So to reduce abandonment, you want to get the right person to the checkout flow, right? So you want to start with the right people who respond to that message. And so you know what that’s doing It cosmic is creating messages that resonate at a very granular level with different constituencies in such a way that when they get to the checkout flow, they finished the check out great. And I think that okay, that thread is a thread that involves technology because it’s not only the channels in which that message is being sent, but then it’s how that story is represented on the donation page and through the check outflow and even after the checkout float. Okay, we’LL come back to that. I understand ITT’s all of spectrum. Yes. Ah, movement a process, Matt. What? The different how we identify the different constituencies for these granular messages. Yeah, No, you’re you’re getting at is like, what are the technical steps that need to be put in place? So let’s just take acquisition is a great example, right? So you’re you’re going to post up a variety of ads like paid social. And if you set up separate landing pages with separate checkout forms, that’s one way of identifying. You know, this ad directly relates to this check out page, and there is a continuum of content once you arrive there at that page and you know they arrived from there because you’ve set up different ones. The content can then be dynamic essentially for that constituents. And that’s where David talks a lot about stealing your thunder here. But you know, you you have you have that check out for him. That’s asking for his little information as possible. So capturing that email address in that zip code and getting right into the payment and and you’re getting right down to the nitty gritty then you’re worrying about Okay, now that I’ve already got this information, what additional information do I need to provide? But I’ve already processed the donation. That’s right, Yeah, So it’s thinking about what is Germaine to the donation experience as the only things that you should be asking a donor before the payment is actually made. You want to capture the dollars, so every affair to say, like with his few distractions, is possible. There’s no need to have AH on issue video on your or issue photos on your on your checkout page for donation. The person has already moved by your issues. Well, it depends in their different ways that that can be implemented. One way would be to have a page that’s both telling the story and allows you to make that seamless donation in the same view. Okay, and there’s some that do the jump, right? So there’s a storytelling page, and then you jumped to a donation form that’s on a different page, and I’ve seen it done both ways and, you know, way See it work both ways really depends heavily, though, upon how they get there, right? Like if they’re coming to your they’re experiencing your brand for the first time, where they haven’t, you know they need to be informed, right? And so another best practice is having called toe actions throughout your page. Right? So you’re not just one. So you’ve got big, strong, powerful image or something that draws that user in from a content perspective in a high c t es of donations and I think Sita Way got drug in jail on non-profit radio. A cz a previous guest Disappointed you didn’t know that lock myself away is a call to action, right? And to that point, I mean, I think that’s that’s another best practices. Give lively donation check out form can be embedded into your existing site so you can have this microsite like, let’s say, taken unbound page right. And you know that you’ve set up this unique page and you’ve got the both the story there and the narrative there, and then you’ve got a call to actions throughout the page. That’s best practice, because as they move down the content, there’s lots of opportunities to make that contribution. Okay, what’s an unbound page they’re not paying me to talk about on? I’m just kidding. Way were, It’s a wonder. Anything anyone think it’s a tool. You keep this up, I’m shutting your Michael Fair Fair. It’s a it’s a landing page tool that is really easy to use in turn end of setting up unique content on DH. Then you Khun, track that you know someone lands on that page and you contract that they came into your database specific to that content. Okay. Okay. So this is we’re getting to our segmentation of constituencies. Okay, Okay. All right. So now let’s go back to David. What more can you say about place? Things you need to have in place? Sure. So you know one thing that this let’s start at the very kind of high level, which is that a donation form should work if you’re going to reduce it. Abandonment of your donation form one. Someone’s in it. It better work on a mobile device, but it’s kind of a simple statement, but we’ve got to be passed out by now. I mean, everything should be mobile, but that’s not a body. But that’s not always the case. And they’re still donation forms out there that are asking for. I like to joke. It’s there asking for everything but your blood type. You know, it’s a it’s a twenty eighty step form that. Then at the end, you have a credit card entry field. Maybe, and maybe there’s an error in that process. Just over what kind of stuff? They all asking. But I don’t dare ask me. Study this So they’re asking for. You often will see full mailing address, even if that person has no is a digital savvy your digital only person. They’LL ask questions about, perhaps, how they got to our learned about the cause, which is a good question asked. But maybe not before the dollar is captured and can be inferred by some of the tracking that’s occurring. That brought them to the patient was That’s right, pages, etcetera. Okay, um, you know there are even in how the payment information is presented is an element that can be very confusing. So for some donation forms, they make you type or choose whether it’s a Visa card instead of just detecting. Yeah, why did he do that? I know it. And I can tell by the first digit they could tell that the battery ditches first for Justin. It’s welcome. And that’s not even that’s not unique to non-profits Know that. Was there e commerce mary-jo just to say that? I said, That’s laziness on behalf of those building those forms, okay, or that’s lack of capacity. Shoes is a diner’s club or MasterCard or visa or markets. It’s laziness. I mean, it’s easy to detect. It should be present on every single page is interesting. All right. So I don’t know if listeners were interested, but I am well, but it’s, you know, but the channel there are there’s data that shows that every, you know, hub spot ran a study and show that when you increase the amount of fields that you ask a person to complete, you end up over about two to three fields total. You get a fifty percent drop off. Oh, so it’s that high so And once you get to eight, which is many of what he’s talking about, right, you’re down to its well under single digits of conversion rate, which is a dismal. If you think about like you have a really strong contents from the person was into it, they made their way to your donation return until you ask them for their blood type. Yeah, I I also will say one of my pet peeves that, you know, non-profits continuously asked people for the same information over and over and over and over again. Right? So you know who this constituent is? You’ve sent them this email communication. You already know who they are there in your database, and you ask them to re identify all that information again. For what? Like why? You know, when you go to Netflix and you have your subscription to Netflix, they’re not asking you. Or if you’re in Dollar Shave Club and you decide to get shaving cream on top of your razor, no one’s asking you. By the way, could you tell us like what you’re you are in? Yeah. Like right? No, we know. Okay, save it and stop asking for repetition. All right? Yeah. Consolidate. I mean, consolidate fields as much as possible. Don’t ask for the same inspiration twice. What’s essential? I mean, I’m all right, so I’m thinking of the quintessential, you know, the Amazon checkout. It’s been so long since I did. My first time was on a purchase like everybody else. I obviously can’t remember that, but what? What, What? What, what? What’s actually essential. So I mean so in my view and the view that informed to give lively donation platform when we first launched it, it was nothing more than identifying information about that donor. First name last. Actually, in the very early days, not even first name and last name email address, payment information. That was it. You know, now there’s a little bit more in terms of full name, just enough to make sure that we’re doing receding the right way and all of the all of the tax deductible benefits, by the way. So payment information that includes the billing address You have to have the billing and not include Okay, so rate. So let’s get really specific. So it’s It is literally first name, last name, email address and credit card information, meaning nothing more than the number, the expiration date and the CVC code so you can process the donation without without telling you that’s not required. That’s right. And, uh, you know, one of our favorite partners that cosmic is another organization called touchpoint, which is amazing. You give them just too little little tip bits of information like about Tony. We’d find out what kind of bagel heeds you know on Wednesday because they can pull back all that information for for only thirty cents per constituent and give you everything about them. What property they own, what, what non-profits They give to their address everything, and so that’s One of the reasons why we like to give lively platform is you can take as little information as possible, get that donation and then just pay thirty cents. Because if you have drop off, that goes, you know, down fifty percent. When you’ve asked more than three questions, why not ask just as few questions as possible and go pay thirty cents for that information somewhere else? Yeah, yeah. I mean, you cannot go, and that’s getting into very sophisticated strategies in terms of augmenting date. Instead of asking for things up front, find other ways to get at it. You know, there are social networks that have advertising networks that have ways to link. For example, email address is back, too. Uh, that social, so that you don’t necessarily need to ask them. So then you learn more about that donor to those networks through your own work, rather than asking and risking the abandonment. That’s right, just the frustration do of it. Okay, um, go ahead, go ahead. I was going to say I think David should speak a little bit about, you know, the digital wallets, and that’s that is absolutely game changing when it comes to best practice. So take it from here. Thanks. So and we’LL get a mascot non-profit radio things there latto longest running part kapin most listen to podcasts. It’s also in order Mobile off deferential and generous welchlin the mike is on. Yeah, yeah, B b cut. Well, good to have Tony back on the show. I just like so we, you know, hear Give life. So that another session, actually that that I’m leading called digital while it’s so hot right now and in that session will talk about digital wallets. The concept. I mean, digital arts have been around for a long time, but in examples of them are PayPal. Apple pay, Google pay the’s are one click payment options that have in them a variety of security protections and data that gets easily shared without having to ask that door faster. Just talking about All right, so there’s no entry. What? You’ve entered a credit card once you’ve entered your address once, and you’re just using it over and over again in in this example of donation form on. They’re incredibly powerful, and they are people use them. The level of, you know, penetration of mobile wallets. is increasing increasing at all age groups, but particularly with younger foe. But in non-profits well, very few have actually have ever had access to it. So our platform has digital wall So you’LL see See it in. For example, If you go to malala dot org’s that’s one of our partners right on their home page You’LL see if you have a wallet on apple pear Groupe browser that you’re on you’LL see those buttons right there and you can make that donation very quickly If you’re on your phone, you’LL see it there. But most other platforms are not offering that service or they’re just now offering that service eso And but this is a service that we’re used to write. So think about buying a cup of coffee at a on using square and tapping with apple pay. You’re not. I also think like it would be it would be troubling if we didn’t at least mention this best practice for me. Commerce, which is the classic upsell, right? So I think one of the areas that I’ve seen the wall it works so well is when you’ve got you’ve got a recurring donorsearch, right, you’ve got this person who’s a member of your tribe, right? And one of our client team, Rubicon, stands out. Our mercy corps stands out where you have these sustaining donors who give monthly right. Then you have this urgent appeal that comes up. And because you have a really robots content strategy and your quantifying the impact of their recurring gift, you send them a text message that is a simple is them putting their thumbprint on to authorize an additional one time contribution for a wildfire in, you know, Northern California or whatever. It is incredibly effective for up selling for those who are on a subscription model a CZ. Well, as you know, you attend an event or whatever it is, it’s an easy way to take that best practice for me. Commerce, which is your existing customers, are your best potential you know, customers for for an additional service. Yeah, yeah, and those you know, those buttons should be front and center. So no ineffective donation form to reduce abandonment shows you easy ways to pay up front and suggests the best way to pay right on, right on that first screen. So, you know, looking at a donation from that works. Well, is one that may say you’re making a twenty five dollar donation monthly. Tap this one button and you’re done. You’re you’ve not even moved beyond that first page. You’ve really not even asked any additional questions of the user because the answer’s air embedded inside of a digital wallet payment s o very low friction. Easy to make donations much more secure. One of the objections of her, uh, from’s arounds streamlining like we’re talking about is the preservation of credit credit card information. Because then that then you’re implicated with Peace PCL complaining PC exactly that So that an acronym fell? No, not when I do it. Ok, ok. Thank you. Thank you. It’s personal. Personal credit information watching your mike is going down. It’s already been slowed down. You hear yourself? But no one else will. Yeah, I notice you’re only asking David questions. You know, I don’t not only get to speak. He says, Can I say something? I, uh, thought I should mention here is because Tony is not going to ask me. All right, so now you’re now you’re in your you’re implicating PC I compliance requirements, But if you’re accepting, you use digital wallets, you’re not. You’re not personally. You think the organization is not preserving the the information right? It’s the I don’t know what it’s called the host of the host of the wallet. Yeah, exactly what they were getting into the payment process. Non-profit. The payment process apparently doesn’t have to save the Yeah, I mean, I hope. And if I I hope no one listening to this who’s who is working for a nonprofit is ever dealing directly with PC high compliance like they should be using a vendor who is shielding them from that level of risk because that’s incredibly risky and a lot of a bureaucratic burden in order to get PC I compliant. So the payment processors under the give lively platform are stripe papal. Those air both PC I complaint writers in the case and in all cases platform like you’ve lively, never has access to a person’s donor-centric our information directly and through a wallet. What’s really smart about wallets is how they hide. Even they create one time use credit card numbers. Essentially, that’s an easy way to think about it. One time use numbers that he used every time you make a purchase so that there’s no one number goes down or gets, you know, used inappropriately, and it’s not affecting any other element of your credit history. So it’s secure on hidden from both the payment provider themselves as well as a platform for writer. No, certainly the non-profit. Okay, man, I’m gonna give you a break, actually, and I feel bad. I don’t really feel bad, but I’ll say I feel bad about the way I’ve treated you. So I’m going to give you the going to give you the wrap up because we just have, like, a twenty or thirty seconds or so let you clue how generous cosmic from clolery Thank you. Uh, I would say for any non profit organization who is out there, think about to yourself. What is the experience that you did? You really just turn? No. Okay. So paranoid. I don’t take my word for it, I guess. Think about the experience that you have with the brands that you love and think about how you feel when you’re asked lots of questions that are unnecessary and and try and channel that when you’re setting up your your donation form or when you’re selecting your vendor toe work with to process your donations because it’s that that’s the standard. The standard is not other non-profits. The standard is not your system that you’ve been using for three decades, and it works because it’s what we always used. The standard is how we interact with brands on a daily basis and how we spend our money on a daily basis, and it’s really important to think about that. Those brands have raised the bar your donors are experiencing that that high level of, of, of, of purchase flood. He’s he’s thank you, and they’re coming to expect it from you. That’s right, Yeah, Unless unless they abandon the process, that’s right and, you know, and then give Lively’s case, just plug us for a second. You know, we don’t charge money for our for access to our platform, so we’re enabling non-profits use digital wallet type technology and have that access and not have to pay for it. And I think that’s something unique, and I hope people take advantage of that. All right. It was shameless self promotion, but allowed with bilich thinking, I feel like I’m with the two Smart through smart promoter from cookies. Permit me to say Young Young Seo’s fifty six. I can’t say that. Alright on DH They are Matt Scott’s Yo of Cosmic and David de Para Lisa, CEO of Give Lively, and this is Tony martignetti non-profit Radio coverage of nineteen ntcdinosaur non-profit Technology Conference This interview Like all our nineteen ninety seon reviews brought to you by our partners at Act Blue Free fund-raising tools to help non-profits make an impact. Thanks so much for being with us. Thank you. We need to take a break. Wagner, CPS. They’re free. Webinar came and went. It was tips and tricks for your nine. Ninety. You missed it. No problem. Watch the archive. Yes, the archive learned how to use your nine ninety as a marketing tool. The thing is so widely available from GuideStar Charity Navigator Attorneys general, Probably your own website. Let the nine ninety promote your work. That’s what the webinar helps you with. Wagner cps dot com Quick seminars, Then go to April. Now, time for Tony’s Take two be the one. This was inspired by a re union that I attended and had a hand in Ah of Air Force of former Air Force missile ears. We were all working in the Reagan years on Minuteman. Two nuclear missiles were all missile operators at Whiteman Air Force Base in Missouri, and we got together way left there in the late eighties. We’ve been together a couple times, but only eyes our third time. So ah, lot of people haven’t been seen for years, and some even never even came to their other reunions. But the idea of everyone coming together, um, sharing old stories coming together like like it had been just a week. And for some, it’s been thirty years since we’ve seen them, but that common bond. So I encourage youto get people together from the different phases of your life, whether it’s elementary school, high school, college, whatever. Grad school, military neighborhood. If you’ve got ah, if you’ve got this, I don’t know. Affinity group sounds kind of formal, but if you’ve got these group of people, these folks who know each other and shared something, it’s such fun to get them together. It’s rewarding. It’s gratifying. It’s just it feels like being a kid again. Do it, do it. That’s what the video is about and you’LL find that video at tony martignetti dot com That is Tony’s Take two Now that a hundred percent of your donors complete their online gif ts u want to welcome them the right way? Here’s that from twenty nineteen non-profit Technology Conference Welcome to Tony martignetti non-profit Radio coverage of nineteen NTC non-profit Technology conference coming to you from the convention center in Portland, Oregon. This nineteen ninety si interview, like all of ours, is brought to you by our partners at ActBlue Free fund-raising Tools to help non-profits make an impact with me are brenholz homes and Chrissy hyre. They’re both with Chapman, cubine and Husi. Brenna, seated next to me is vice president for digital services and Chrissy is vice president Innovation Welcome back. Welcome back. Welcome back to each of you. You, you and Brenna has disclosed that thes these interviews have a secondary purpose for her. Chrissy, I’m sorry. Kinda married. That’s not Christy. Christy has disclosed there’s they have a dating. They have dating power. They do so definitely. Come on the show. Yeah, because your your dates will google you. They will find your non-profit radio interview. Yeah, and when they do that? I want you to inquire about the host. I’m really not interested in what they thought of your performance, What they think about the host and then let me know if it’s positive on Lee was not positive. It’s not positive. Silence is best. Just carry on with your date after that ostomel of that. That’s it. But we’re not talking about dating. We’re talking about making them well, we are actually making love you. Yeah, welcoming donors the right way is your your session topic. Um so, Chrissy, what a zoho overview. What are non-profits not getting quite right about welcoming? Let’s start with first time donors and will evolve in the conversation from there. But what we’re not doing quite right. Yeah, So I mean, you know, Brenna says this really Well, actually, but you really only get one chance to make a first impression. And so one of the things that a lot of organizations don’t do particularly well is showing folks exactly how much they care about the gift that folks are giving to them. And so, you know, one of the things that we really focused on our session today was thinking through. What are the ways that you connect people back to your mission back to the work that you’re doing, making them really understand the impact of the gift that they’ve just given and building that connection in that relationship so that they’re ready to take that to the next level, so to speak and give you another gift? Okay, on Brenda, how do we get started thinking about this process that we have for for donors? Yeah, think about everything from multi-channel perspective very much, not just the channel they gave the gift in, but really talking to them in multitude of ways. Because, as you know, everybody’s over saturated in lots and lots of media on DH non-profits have to do more and more to stay top of mind, get keep that good feeling moving forward to maintain that share of wallet as well. So the first thing that you start with, like especially for online donors, very appropriate here for Auntie Si is making sure that you’re customizing the confirmation page and the auto respond or email to that donation. A lot of it is just like the default setting. Non-profits never remembered a change on just updating that can go very long way customizing the confirmation page and the acknowledgement letter that yeah latto respondent your mail going a little bit further and adding direct mail into the mix by sending your online donors direct mail. Acknowledgement letter goes even more like We love that wonderful. Now I did have a panel just maybe an hour or so ago. I want half ago. That said, you know you want to keep your donation process streamlined, Ask a few questions possible now, in order to get the the direct mail address. That’s going to be another level of questions you have to ask. Well, no, You mean you pretty much can’t make a credit card donation without putting in the billing address anyways, so it’s already part of the foreign fields to process again. OK, well, not according to those two guys. I guess it depends on the platform. Two friends on your processor, I guess. Sure, right? Yeah, they were saying they were pretty clear that you do not have to ask for address. You can, but you don’t have to. The majority of non-profit websites today do they do rice. But their point was, that’s not the best idea. Right, But But now so well. But this is not in conflict, right? We gotta bring this tio black and white. Everything not so clear. So, you know, I mean, you’re saying that’s a lycan ideal process. Ideal practice. Acknowledging an online gift, I’LL find through the mail offline. Okay, there could be another way of acknowledging that online gift could be through phone. A phone number could be another way. Okay, uh, Wes life calls. Auto House. Okay. Latto caught was latto calls. Yes, was a pre recorded call very inexpensive that, like the executive director of the organization, can record. And you send that to all of your new donors to welcome them to the organism. Thank them and welcome them. Yep. Okay. Interesting. Um, okay, Uh, I’m not sure. So we’re way. Start with audit of our current process. Always a place to start. Okay. What are we looking for? What? Some common sticking points and bad practices that we want to be conscious. Seldman are loaded. So we’re looking at, like, what already goes out, right? What’s the default? So again, for online donors, there is the default confirmation page. That’s usually very receipt transactional basis that has all of the semi critical information from the processors point of view. But it’s not very donor-centric on DH. It certainly doesn’t show the impact that the gift is going to make for the non-profit who’s receiving the donation. Same thing with that otter responder email. It’s generally plain text, very receipt based. Well, we want to do is build out stewardship touches like turned these receipts into nurtured opportunities so that people are bonding with the organization and moving past that transactional relationship. Same thing with their direct mail receipts. You know, most organizations send them out, at least to their direct male donors, if not also to their online donors. But you can improve upon the look and feel of that package, make it really stand out in the mailbox so that it doesn’t look like one of your fund-raising appeals. Or it doesn’t look like a bill from, you know, your health insurance company or anything else right on DH. Just show that love right up front. No one has ever said, Stop thanking me like in the history of effort, So that’s something that we’re constantly trying to reinforce with that, and then the newer, like the newer channels, all of the innovation with SMS and auto calls, or even live calling like those air usually add on so they wouldn’t show up in your audit. But they’re nice iterations to go above and beyond on DK and be done with volunteers and things like that out of my Mahler’s remembers. I love a working board. Yeah, put him to work, Christie. What you wantto I mean, I think that that’s exactly right. Everything Brenna said. I think the one thing to consider and your audit as well is making sure is, Brennan noted, at the top of our conversation about that multi-channel experience. So just because someone is giving online, don’t assume they don’t want to hear from you offline. You know, a lot of us almost all of our media interactions are happening in on a screen. And so to actually get that piece of paper is something that people really remember really means a lot to them, and it’s significant. The other thing is, don’t be afraid to reach people on their phone to think them. You know, a lot of people have sort of a bad taste in their mouth about what telemarketing is. Nobody’s gonna be upset if you call them to say thank you. And nobody’s gonna be upset if you text them to say thank you. And if you text them to say thank you, they’re definitely gonna see and they’re definitely gonna remember it. Okay, Um, so after we have our audit, what’s our next step? We got it. We got to start improving improving our practices. Copy. Maybe a little bit of time. Couple steps in time. Your creative Seymour Brennan. Yeah. So it’s, you know, it is about building up the that content into both being relevant for that specific donorsearch for Don’t hurt I ppe Did they make a one time gift at what dollar value did that dollar value kicked them into e-giving circle of some level. And then you need to acknowledge that in a separate way, you can also use the type of appeal that they responded Teo to enforce. Thank you. Copy as well. So like, did they respond to something about puppy mills versus something about horse meat? Like having that content flow through into the acknowledgement program and into the welcome Siri’s afterwards to keep them going tohave a next action opportunity eyes A fantastic way to start. Is it right that our first time donorsearch retention read? Uh, non-profit wide is like around twenty five percent. We typically see closer to a third to being healthy, but oh, I’m going down. I’m citing how bad it is. Yeah, it has been going down is going down. It is going on the wrong direction we got. And that’s honestly, like a lot of that data is coming out around the last few quarters of twenty twenty eighteen. So there’s a lot of reasons right now as we kick off year to start really thinking about how you’re bonding people to the organizations that you’re fund-raising for. All right. All right. Um, we’ll also talk about designing a multi-channel welcome and nurture nurture. Siri’s is that Is that basically what we’re talking about? Our nurture. Siri’s a little bit. I mean, I think I think the acknowledgement process should be part of that nurture mint, right. It’s the first interaction for a lot of organizations post that gift. The first outbound communications and a lot of ways s oh, it’s a natural bridge to the welcome Siri’s and kind of steward that stewarding them throughout that relationship. So longfield we should not be setting anything and forgetting about it. Everything needs to be very conscious decisions about what copy we’re sending to who, what content they’re getting when on the touchpoint. I mean, all of the data that we have shows that the more of those pieces of touch our personally identifiable information right, like whether it’s postal address or email address or phone number, the more of those contact point that we have on for a constituent hyre their retention will be and the hyre their value will be to the organization on a lifetime level. So, like while it might be easier to not get that postal address, I want that postal address. There’s so much more value. Okay? Yeah, You know what? There there are other Point was don’t do it in the donation. All right, that’s in the donation on the donation pages. Waken ask for that later on that they may be right after the gift is made. Would you like to share your your mail? Now that makes it option over. Okay, Right. But then it raises the question of why, right? You which you have to have a good answer, would like to be able to think we’d like to be able to send you something. I don’t know. All right, but, you know, incentive based. Thank you. They’re always like people love swag. So you could do that. That’s definitely an office sticker and done in Dustin. Yeah, okay. What they done Injustice e. Did you get dates with the kind of lines like that? This’s kind of witty banter like that. Future dates or watching? Amazing. Oh, my God. You’re turning right there. Okay, so I just realized I just put two and two together. You that’s gonna happen in the future, too, is not only in the past. Oh, my God. And this is going to be more relevant. More, more. It’s a more recent about making love you. So in other words, what do you think of the host? That’s what I want to know. Okay. Uh, Christy date. What do you think of the host? Keep which it’s Tony. As tony martignetti dot com is the best way. Or you can use the contact page at tony martignetti dot com from and I never hear from you again. I think the time you said I think, think of the time I’m saving you. Thank you so much if they come, if they beating you up, I feel about you know if if they make it through over this threshold, right and you know that it’s it’s really more than yeah, it’s more than superficial thinking past this. They say they watch the whole video like we haven’t gotten into a ton of things, but I can try to learn more. We’LL see Next time just roughly halfway in thistle happened roughly twelve minute mark. So? So if they hear this, they making twelve minute mark. You know, I think there’s potential definitely beyond the average. Definitely all right time for our last break text to give. Get their five part email. Many course to dispel myths around mobile giving. You know donations don’t have to go through the donors phone company that puts a cap on GIF ts. There’s a smarter way with no cap. Mobile giving does not have to be limited to single or double digit gif ts. To get the email. Many course. Dispel the myths you text NPR to four, four, four, nine, nine, nine. We’ve got lots more time for welcome your donors the right way. Okay, so we’re, like only halfway in. So what else do we need to talk about if you don’t? Your panel yet? We did it. So one third, seventy five minutes. Talking about what else? What else? On Let’s broaden it a little bit now. So not on ly first time donors, but volunteermatch comes a donor. Small, small gift donorsearch a mid level or higher level donor. What do we need to do to make them love us? Chrissy? Yeah. So I think this is actually really great question. So thank you for asking. It s o. You know, essentially, I think that there are ways Tio Tio integrate people into new parts of our organization. I think one of the easiest things for folks to understand is upgrading folks to monthly giving. And how do you start to think those people in a way that feels really special and bonds them to that program you already know? They’re exceptionally bonded to the work that you’re doing. And so how do you start to think them in a way that makes them feel like, Oh, my gosh. Now we’re part of an even more special piece of this community, right? So, you know, in our session, we talked a lot about you know, when you, for example, are thinking a monthly donor. Often do you want to thank them? Do you wantto Brenda calls it waking the bear. You know, where you kind of like your calling out to them? Do you want to tell them? Every month you’re giving me a monthly gift, and then, you know, where do you want? Oh, yeah. You know, you want to take him every month. I mean, so there we were talking about it also talked about splitting the baby there because there are philosophical differences and conversations there. I think the that standard used to be Don’t wake the bear, right? Don’t remind them that they’re giving every month they will leave. Oh, my gosh, that can’t be it anymore. We all have so many subscriptions in our life, whether it’s Netflix or Lulu or you know, all of these things, that if they don’t feel good about it, then when the card expires or is stolen or core compromised not going to bother and I drop them might drop it, right? So So we had some people in this action that we’re talking about quarterly, right? Maybe kind of following up in a different way, a different time period. So it’s not every month, but I think you can do monthly as long as you are using it as a nurture touchpoint. It’s not just a receipt like you don’t want anything you give to your donors to just be a throwaway effort. If you’re taking the time to send it, you wanted to actually mean something to them. So if it’s literally just a receipt, how much value does that really provide? Like not a lot. OK, so something impactful for that month. Way reached. Yeah, I don’t know. Nothing’s coming to mind, but that’s why you’re the consultants in that. And I’m the consultant plan e-giving. Yeah, you know, one of the go ahead. You know, I’m just flushing out why I don’t have an answer. I don’t no more. No more detailed needed on that. I don’t have a suggestion, I should say, Well, one of the things that you know could be a really impactful way to leverage that Thank you. Moment is to kind of look at your sustainers file in winter, people the most likely to fall off of your file and then take that opportunity to do, like an exceptional thankyou. So we see you lose a lot after between one, three and four, right? Exactly. So maybe that’s the month where you send that hand written note. That’s like we know you are. We love you. We see you right? If you already you’re sending tote bags or calendars in your acquisition or something like that. Leveraging that with a special note two two sustainers at the quarter mark for the six month mark way have clients that do, like all out at your anniversary. Your thank you for being here for one year with us, you know, making it about them. There was miles so now and then again, tying it to the impact and, like people want to make impact and they want to feel important. And that’s true whether this is their first ten dollars gift or their thousand dollar gift or their one million dollar gift. And so figuring out the way that you say thank you that feels like they’re making that difference, that that matters. That’s part of a good donor experience, you know, And I think that carries through whether it’s sustainers or like an event volunteer who’s becoming a donor for the first time. That’s a different level of engagement with the organization and the fact that they have that history already with you eyes very powerful. And so, if you can reference that relationship in the content as well, that will go much further and building strengthening that relationship in the long term. Um, a lot of this subsumed in what we’re talking about is having these systems systems in place on DH, constantly tweaking them. Voice just cracked like I’m a fourteen year old is coming twelve fourteen. You gotta have these systems in place and somebody will be monitoring them. Christie, to your point, you know you can’t just set it and forget it. Or one of you said that I’m sorry, whose you bring up, but, um okay, so who’s responsible for these systems? Is this is this is in the development to Development department depends on the non-profit. It’s definitely a collaboration between, like some level and development marketing each non-profit is configured in a different, slightly different way. So, like, who owns things would change, But yeah, the data is really important on and having a two directional or multidirectional sink of key data components so that you can condition allies content based on those relationships from other channels. In other words, like sinking between your cr m and your email Exactly. Your texture responded. Yep. Yeah, and vice versa to write. If we are sending those offline acknowledgements toe online donors, you need that level of information. Ideally, there’s some source codes in there. So you know what sort of relationship they had with you before Andi, you know what sort of appeal? Our issue they came in on. So again, Was it dog me? Are you know, brovey meals are? Yeah, exactly. So yeah, that’s all very important. You don’t have the infrastructure setting that I always like. You know, you got to get your house in order before you invite people over, right? And that’s more about acquisition costs. But data is also super important. Like you can’t. You can start and then build and have a plan to scale because everybody can’t do everything right away. But you got to start with clean data. So can I ask a question? Is that not OK in this setting? Okay, So beat you up so much. How could I possibly say no to im those now, everyone? Yeah, Kristie hyre non-profit. So, like, what would you say about, like, not letting am not letting great be the enemy of good. So, like, invokes air. Just like we we don’t have the bandwidth for all of the data collection or all of the data sank. Like, where? Where is that starting point? Yeah, well, I mean, I think it depends on where you’re getting most of your gifts into, Like, what channel? You want to start with the focus on right, Because bang for the buck. If you’re If most of your gifts are checks in the mail, let’s focus on those confirmation acknowledgement letters, the receives and and the welcome kit direct mail package kind of offline pieces. So you don’t have to worry about the email side of the world if the date is not playing nicely right away. Vice versa. Obviously, here at ntcdinosaur mary-jo online focused, you start on the online site and Luckily with the online stuff you usually have the the thinks like you don’t need to sing because your email marketing system is in the same system. Is your donation processing system doesn’t have to be right plugging You could have a husband spoke solutions at that point, too. But for most of them, they are most of our clients, especially so you can excuse me. You can live also going over, yeah, latto happening at this table. A lot of personal latto personal, something momentous person and not a cheap hormones. So you can. You can create a somewhat cohesive donor experience with siloed channels. It is possible it just takes a lot more like work on an ongoing basis. In Official, it’s very inefficient. So I get out. You know, we talk about how much work it takes to set up the process in the beginning, to get a multi-channel like really integrated surround sound campaign happening. But if you’re not doing that, you’re putting in the leg work all the time to make sure that you don’t sound like two different organizations. An email indirectly, that’s very bad practice. Yeah, have some of the questions were some of the questions you got in your session that you thought were particularly interesting or I don’t know if they could be provocative, but interesting is good. Yeah. WeII did get questions about, like, just testing. What tide of creative treatments. People should focus their time on to test on DH. Tarsem. It depends, obviously, depends on the channel, but I think a lot of it for anything that will email and direct mail. Specifically, it’s trying to get people into the content in the first place. So whether it’s your subject line and send her name and email or your teaser on your outer envelope in the mail, both of those air very similar from a user experience standpoint on their very low bar. Easy tweak tests. Teammate teasers on outer envelopes. They work. Oh, they’re so important. They do? Yeah, that’s a good one example of a couple of good ones. I mean, for our for acknowledgements. Thank you. Gift receipt and close. Like, very clear. Okay, this is not an appeal, right? All right, we’ve got for acquisition. Oh, God, we’re off. We’re off on your own time. But I’ve always wondered about this, because when I see these things, and it’s not at all what I do know. What’s a good Christy? What’s a good acquisition? Uh, what do you call these on? The outer sabelo Theo. Good acquisition. What kind of depends on what’s inside or the organization. But anything that talks about matching gift urgent. Well, urgent. Open immediately that work. Sure, people respond to that Second notice reminder. Special gift enclosed for free gift. Yeah, free gift and clothes. I could notice that I didn’t notice. We’Ll stamp like reminders. They have the stamp it rough. It looks like it was damned. Yeah, Looks like it was a hand written. Oh, anything. Anything that looks like a human touched it. We call it the power of the paper clip because like, you can’t machine that. So if it anything that feels like humans have touched it will automatically get more attention. But it is a machine printing that Oh, yeah, but it looks like you’re just trying to create the experience of life came off their desk. But you people believe that mean yes, we’re not wear not I do believe this stuff like a human actually wrote that or somebody’s coming. Somebody had a stamp on ink pad and a stamp. I think it depends on the size of the organization. Like somebody’s probably not going to believe it as easily from AARP, but they will believe it from their local U S P c A. Well, so it just depends. Yeah. Alright. I’m really surprised that second notice open open urgently. Renewal is a very powerful word as well. So having renew does well yeah, renew your membership right on the teeth. Er, something like that. Okay, we’re hearing everything. You’re turning those. The winner was the other one Free. Free? Yeah. Just just a word. Free Well attached to something so free. Some very powerful words. Just free. Just wait. Just wait, OK? We got another, like, two minute and a half or so two minutes. What? What else? What else? Questions. Other question. They were good. Oh, gosh. You know, I feel like a lot of people had questions. Agent about sort of what it meant to take their online. Thank you. Experience offline. Dahna Few. There was a lot of questions about printing and paper. Yeah, favorite. Everyone’s favorite. Well, cause some of its first. So some organizations like conservation organizations are very paper free on DH. So but having the numbers that actually show that people who give to receive packages to acknowledgment gifts are better donors than people who don’t can make the case to the board members or to your CFO or whoever else that, like we really should think about this at some level. Maybe we’re not mailing every online donor. Maybe it’s not five dollar donors or ten dollar donors, but maybe at the fifty dollar donors level, those folks are like, worth that added investment. So having that numbers to back it up is really helpful, and any time you could decrease the time to second gift is huge on. Typically, most non-profits see one gift a year on average, whatever time of year that is. If it’s not sustainers. If you khun, change that twelve months between first and second gift to two months between first and second gift because people you have a greater lifetime value and hyre retention we’re seeing, I mean, especially with new donors, because they’re giving habits haven’t been cemented. Get we’re seeing anywhere from forty five to sixty five percent hyre retention rates across the board and hyre values. So it’s amazing. Okay. Okay. Christy, I’m gonna give you last words, like, fifteen seconds of motivation about, you know, making them love you. Oh, gosh. Well, that’s a lot of pressure. I know. You know, I think that if you don’t know where to start, just say thank you. Say thank you every way you can say it sincerely and say in a way that really means a lot to the folks who have given you their time, their money, their actions, whatever that looks like. It really goes a long way to improve your donor’s experience. All right, that was Chrissy hyre. She’s vice president of Innovation, Chapman, cubine and Husky. And sitting next to me is Brenda Homes, Vice president, Digital services Also at Chapman cubine, Cassie. And you are with Tony martignetti non-profit radio coverage of nineteen Auntie Si twenty nineteen non-profit Technology Conference. This interview, Like all of ours this year brought to you by our partners at Act Blue Free fund-raising tools to help non-profits make an impact. Come see. Ch is in sponsoring brovey radio. That is a great question to bring them when you bring that back to back to back to the main office way. We’LL do that. Thanks so much for being with us. Thank you. Next week, Google grants with the head of Google. Add grants Michelle her Tato, also from nineteen. Auntie Si. If you missed any part of today’s show, I beseech you, find it on tony. Martignetti dot com were sponsored by Pursuant online Tools for small and midsize non-profits. Data driven technology enabled Tony dahna em a slash pursuing capital P. Wagner CP is guiding you beyond the numbers weinger cps dot com and by text to give mobile donations made Easy text. NPR to four four four nine nine nine A Creative producers. Claire Meyerhoff Sam Liebowitz is the line producer. Producer shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein 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 Alternate network e-giving Wait, you’re listening to the Talking Alternative Network? Are you stuck in a rut? Negative thoughts, feelings and conversations got you down. Hi, I’m nor in Sumpter potentially ater tune in every Tuesday at nine to ten p. M. Eastern time and listen for new ideas on my show yawned Potential Live life your way on talk radio dot N Y c 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 Theo Best Designs for your Life Start at home. I’m David here. Gartner interior designer and host of At Home Listen, Live Tuesday nights at eight p. M. Eastern Time As we talk to the very best professionals about interior design and the design, that’s all around us right here on talk radio dot N. Y c. You’re listening to Talking Alternative Network at www dot talking alternative dot com now broadcasting twenty four hours a day. Are you a conscious co creator? Are you on a quest to raise your vibration and your consciousness? Sam Liebowitz, your conscious consultant and on my show, that conscious consultant, our awakening humanity. We will touch upon all these topics and more listen live at our new time on Thursdays at twelve noon Eastern time. That’s the conscious consultant, Our Awakening Humanity. 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Nonprofit Radio for January 18, 2019: Donor Centric

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Curtis Bingham: Donor Centric
To keep your donors, think and act like successful private sector companies. Curtis Bingham is founder of the Chief Customer Officer Council and a multi-award winning customer success strategist, conveying corporate methods to nonprofits.



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Hello and welcome to Tony Martignetti non-profit radio Big non-profit ideas for the other ninety five percent on your aptly named host. Oh, I’m glad you’re with me. I’d come down with Stone Battal Gia If I had two mouths. The words you missed today’s show donor-centric to keep your donor’s think and act like successful private sector companies. Curtis Bingham is founder of the chief customer officer counsel and a multi award winning customers success strategist. Conveying corporate methods to non-profits I’m Tony Steak, too. The reason to be an insider. We’re sponsored by pursuant full service fund-raising data driven and technology enabled twenty dahna slash pursuant by Wet your CPA’s guiding you beyond the numbers. Weinger cps dot com Bye. Tell us Attorney credit card processing into your passive revenue stream. Tony dahna slash Tony Tell us, and by text to give mobile donations made. Easy text. NPR to four four four nine nine nine I’m very glad that I can welcome Curtis Bigham to the show. Curtis End Bingham. He is recognized as the world’s foremost authority on chief customer officers, having helped more than two hundred from Coca Cola nationwide. MetLife, Oracle, JetBlue and other marquee companies. He helps build an explicit link between customers, success and the business value. Curtis is the founder and CEO of the chief customer. Officer Counsel, the first pure lead advisory group for see CEOs. The Council is that cco council dot or GE. And he’s at Curtis Bingham. Curtis. Welcome to the show. Thank you, Tony. Great to be here. Thanks to pleasure. You’re calling from Washington State, aren’t you? Just just outside of Seattle. It’s a rare sunny day here, so you don’t get a rare sunny day in the winter. I’m glad you’re with us. That’s right. Make you so, Curtis, you’ve you have consulted with Worked with Cem. Very high profile companies and brands. Um, I gather Ah, well, I know you will believe there are lots of lessons that non-profits can learn absolutely. I think it’s fascinating that some of the non-profits are now where a number of large private sector companies have been were, you know, ten twenty years ago where they started. Many of them started realizing that that they were losing Mohr customers out the back door than they were gaining in the front door. And, uh, and starting to realize that they really needed to start addressing the turn the revolving door out the back, because they just simply could not bring in enough new customers to replace those that they lost every year. And I think that, you know, based on the on my experience recently, I think that the Non-profit world is is kind of at that inflection point now where, where they really need to start focusing on on retaining donors rather than just trying to find new donors. Teo to keep their numbers up. I’ve had so many guests on talk about the difference in cost between retaining a donor and acquiring a new donor, and you’re not gonna have a lot of time to talk about retention. And that’s one of that’s the heart of your your customer centris ity. So that’s interesting. So you feel companies are fifteen or twenty years ahead of non-profits in this in this learning curve? Some of them some of them? Yes, some of them know, you know, fifteen to twenty years is is kind of about the threshold when when when people really start in the commercial sector, really started focusing on on on customer retention and customer issues. And, you know, that was about when I started started really diving into working with chief customer officers on. And it was, you know, it’s kind of fascinating. The very first one was out of Texas New Mexico power almost fifteen years ago, almost twenty years ago. Now it was a public utility company where they recognised that they, uh, that that customers have to have a voice. We have to give a voice to our customers in order to in order to keep them longer. And the rest of the industry started started tagging along, and it was a little bit nascent for a little while with the with the extreme customer focus. But it’s been in the last eleven years that that things have, really. They people have really, really focused on retaining customers almost as diligently and religiously as they are focusing on acquiring new customers. And that’s, you know, I’ve been doing working with the chief customer officer, counsel. I found it about eleven or twelve years ago. And, uh, and so that’s when. That’s when a lot of companies really, really started focusing on it and making it a priority, a sufficient priority that they have appointed an executive uniquely accountable to customers. Yeah, right, right, Theo, the chief customer officer, Who who are the customers of Non-profits? And I’m thinking donors, volunteers, potential donors. Are there others that I’m not thinking of? I think those are the those are the big ones and you know you’ve got within those ranks. You. I think a lot of people focus just on donors, but they miss all of the volunteers they don’t focus on on the volunteer experience, the volunteers who are the ones that were running the events and operating the events and helping Teo helping to bring in the money from from the individual donors. So it’s it’s. It’s fascinating to see that a lot of people forget that. But that’s a huge, huge piece that they need to be that cut that non-profits need to be paying attention to. In addition to just the just the people who give, you know, you can give of your time, you can give you your money and the people who do both or even more valuable to you. Yeah. Yeah. And we’re going to talk about you have some great strategies for stratify ing. The best people are that you need to pay the most attention to because, well, I don’t want to give away everything but, you know, you If you love everybody, you have to love. You can’t love everybody equally. We’re going to get to that, but you know they’re okay. But there are major brands that don’t stay customer centric and fade into irrelevance. You have a couple of examples. Just give us like a give us, like, two examples that have been just within the past. I don’t know. Twelve months or so of irrelevance. Major brands xero becoming irrelevant. Yeah. You know, there was had a fascinating conversation with the CMO of Panasonic a couple years ago, and he was while he was there. He’s since retired, but he asked a number of other company C M o’s Ah, In the high tech industry, what do you have a most afraid of And the CMO is the worst thing that they could imagine possible was that their brands could get lost in the noise and viewed as irrelevant by customers. And and and I think that it’s fascinating. Like you mentioned, a couple of big commercial sector companies have become irrelevant. You know, Sears declared bankruptcy last year. This was serious. Was was originally credited with removing racism fromthe shopping, eh? Experience because skin color disappeared when ordering from a catalog. And yet, you know, a few years ago, the Finance Year Eddie Lampert bought the company, milked all of the profits and refused to upgrade anything. And so now it’s a ghost town. And so they’ve They’ve dropped from twenty three hundred stores down to seven hundred, and they’re closing another seven hundred fifty. And, you know, I don’t know about you, but that’s your relevant in the minds on God. And as important as Ceres was, what? Like what? When did that catalog? I mean, is that? Is that one hundred year old company? I mean, Sears was serious, like the Amazon of its day. When the back in the catalogue day. Right? Right? Yeah, right. Yeah, there’s another one. There’s another one that G was. They used to own NBC Universal Studios, giant appliance company and one of America’s biggest bank. They were just late last year, removed from the Dow Jones industrial average after one hundred ten years. You know, there’s another great example of relevance. And then and then, you know, one of things that a lot of us have have run across here is this with the advent of uber and lift, and they’ve just kind of destroyed the taxi market that the medallions for the taxis in New York City, um, used to cost three hundred fifty thousand dollars originally cost. They now cost about three hundred fifty thousand dollars, but they were up to a million and right, and they’re all going there are going up in auction in foreclosure. I know people who know people who plan to retire on owning a medallion. You know, only a medallion or to have now seen that collapsed like fifteen or twenty per cent of its value. You hold your thoughts, Curtis. We take our first break will come. We’ll be right back pursuant a new free e book they have What’s that passes? They have a new free book. The Art of First Impressions. Do you need more donors? Uh, perhaps because you haven’t yet implemented Curtis’s ideas that we’re going to be talking about if Don’t acquisition is important to you. That’s what this is all about. It’s the sixth guiding principles of ineffective acquisition strategy. Howto identify your unique your unique value and use it, plus creative tips. Tony Dahna may slash pursuant with capital P for, please. All right, now, let’s go back to donor-centric. Alright. Thank you for that indulgence, Curtis. You were just you were just talking about We’re talking about taxi medallions. Extreme loss of value because of Yeah, the news. You know, there’s the sharing and gig economy. Yes. Look, I think that the thing that people are finding here is that no matter how big you are, no matter how great you once were, people are big. Even big companies, especially the big companies, are becoming irrelevant in the face of somebody else coming in and better meeting customer needs. And that’s. And that’s just that’s kind of a mantra. Now of if you don’t understand your customers Ah, and and your donor’s well, what makes them passionate? Then somebody else is going to tap into that passion and then leave you behind. You know, we all run the risk of irrelevance every day, and it’s accelerating because the barriers to entry are so low. It’s so easy for somebody to reach our donors now that I think that there’s there’s a real, a real risk of of non-profits becoming irrelevant if they’re not really, really care, keyed into and attuned to the donors needs and and the passions and and their expectations do this comparison form you have. Ah, really, Ah, lot of very interesting numbers. One I wantto Ah, highlight is, um, the comparison of the donor retention in non-profits with what the private sector small companies consider acceptable retention rates. Compare those two for me. Yeah, absolutely. So this is. This is kind of the leaky bucket syndrome here. According to last year’s study in the Fund-raising Effects treyz project, there’s overall. Across the industry, the overall donor attention is about forty five and a half percent, um, for the key donors that have been donating Ah year over year, that number is about sixty to seventy percent. Um, the acceptable private sector small company retention rate is about ninety three to ninety five percent, so there is a huge gap. You know, there’s a fifty percent gap here in between what we are experiencing in the nonprofit sector versus what is deemed acceptable, turn or eternal in the in the commercial sector. And and that makes it really, really hard for us to ah, for us to actually grow if we’re losing that many out out the back door. That overall retention number is just incredible to me, where the overall number of the forty five and a half percent we’re losing more than we’re keeping. Absolutely. Yeah, I understand. For major donors, it’s different. It’s it’s more like sixty seventy percent for higher level donors. But but that overall rate just just floors me and we have talked about this. I’ve had many guests on Latto, not China trying to overcome this, you know, with strategies. But no one has come with the corporate strategies that that you employ. And then again, major brands like JetBlue etcetera. Yeah, okay, what’s one more real quick point on this okay that I like due to just bring it home here is that is Let’s turn this into Let’s turn this into a practical reality here. So in order for us, if we’re dealing with a forty five and a half percent overall retention Um So what that means is that in order to grow by one customer, you have tow land fifty six new customers every year. We’re in order to road to go to grow by one. What, like go buy one year over year, you have tohave fifty six new ones. Yeah, but in order to have a net growth of one new customer, you’re over a year, you have to land fifty six in order to in order to grow in order, Teo, in order to get it up with one more costume this year than you had last year. Similarly, you know, if if the average donation is about forty forty dollars to grow by a dollar, you need to add two thousand four hundred twenty one dollars to have a net growth of one dollar every year. And so what that means is that we’re the non-profits here are just working simply working too hard just to stay afloat because they’re losing their leaking so much out of out of the bucket or losing too many people out the back door. Okay, you’ve got you’re donor-centric city strategy, which has four prongs to it. Why don’t you? You preview those, and then we’re going to go into detail on each one? Sure, absolutely. So there’s I think that there’s there’s four different things that that really need to be. That non-profits really need to focus on one of them is that Dahna retention is acknowledging and convincing everybody in the in the leadership, the donor retention is the easiest way to protect and grow revenue, you know? And then the second one here is Donorsearch. Imitation is absolutely critical to prioritize our investments in in our in our business. And then the third one here is donorsearch I Gration is the way that we grow profits, and we can talk about what, what exactly that means. And then, finally, the donor engagement is what absolutely drives the the fundamental and powerful results that we all want to show you. Okay? And I said, set them up. We were already into donorsearch tension, of course. Yep, you have again another interesting number that a two percent increase in retention will yield a ten percent decreasing costs. Is that because of the cast? Is that because of the cost of acquisition, right, that’s that’s absolutely the case. Okay, what we see here, there were some studies that were done, Ah, over the last the last number of years here where they where they found that if we a two percent gain in retention is the same as decreasing our costs by as much as ten percent. So a ten percent haircut across the board can be alleviated by just, ah to gain in retention. And why is that? It’s theirs. There’s a There’s a couple of things. It’s far, far less expensive to retain an existing customer than it is to gather to get a new one, right? We know that, and you know it’s anywhere from, you know, to seventeen percent Mohr. Ah, more expensive to acquire to acquire new ones. And the existing customers are are eighty percent more likely to buy again. Ah, because after they’ve already crossed that first hurdle. And so the donors, it’s exactly the same thing. They don’t if they’ve donated in the past there far, far more likely to donate again. But we’re not leveraging them as well as we could. Yes. Okay. Okay. So let’s let’s get smarter about leveraging them. Let’s go to segmentation where this is something we’ve had other guests talk about, too. But you have a little different spin on it. What? Explain it, please. Yeah, Yeah. So one of the things that I like to show on in a presentation here is a collection of of ten men, all in the same suit. Some of them are tall, Some are short, some of her heavy set, some of her extraordinarily slender. And the suit on ly fits one person perfectly well, but it really doesn’t fit anybody else. And so you know the point that that that this makes here is that not all of our customers are created equally, and it’s astronomically expensive for a clothier to tailor the suit. Absolutely everyone. And as much as we’d like to give everyone the perfect fitting suit, we have to be more selective. And so what that means is that we have to be more selective in who we choose to choose to serve, we may be able to create a suit that fits instead of ten people. Maybe it Maybe it fits five, and with a little tiny bit of tailoring, we can make it work for this group of five. But it would be astronomically expensive Teo to address the other, the other five. So the private companies come. Private sector companies have become very selective through this notion of segmentation, which is a division into discrete customer groups that share similar characteristics and and by aligning our, um ah ourselves around this notion of ah segmentation and allows us to do four things really well. It allows us to align people, align our purpose, a mission and values with those people that truly value those things. It allows us to be laser focused on this smaller group of people and figure out what air their unmet needs. And how can we deliver those needs that air more useful toe to this narrowly narrow group rather than a scattershot trying to be all things to all people? It allows us to with a segmentation. It allows us to get greater value from so from high profit individuals and lower profit individuals. And then it allows us if we do it right. You know, the best companies go beyond just segmenting according to how much money are they giving us? But they focus on need and behavior and and the potential to give us more money to donate more money or two participate with us in more ways. And so So the segmentation gives us a ah ah. Lot more room in which we can operate because we’re serving a smaller audience. Does that make sense? Yeah, it does. And now, part of what you say in segmentation and it’s it’s it’s absorbed in what? In what you just said, just one make explicit is that, you know, if if we’re gonna love all our donors, we have to love some more because it just can’t be. It can’t be equivalent across. And that’s what you’re That’s what your ten guys in suits. Of course it could be. You know, maybe I should mix out. Maybe should have also beside that ten women in dresses that are only ill fitting that are ill fitting nine, But absolutely Okay. Okay, so But what that means then under buy-in intended. Okay, I understand, but So what that means is, you know, in an impact. I’m thinking, you know, as the guy who doesn’t fly very much me, You know, I’m the one who never gets the upgrade. You know, I have a hotel brand Marriott. I’m very loyal to them, so they take care of me. But if I stay at a Hilton, I don’t get, you know, I don’t get the upgrades. So what you did say, though, that you did mention people at the bottom or the smaller donors there’s there is something for them to so make me make me feel good about this segmentation process. Yeah, You know, this this is this is one of the hardest challenges with with tearing and with segmentation and tearing is that everybody wants to be Ah wants to treat all of our customers equal and and as much as we would love to, we just simply can’t There are not enough resource is there’s not enough people in our organization. There’s not enough money in our organization to treat everybody the same. And so we have to be precisely because we love our customers. We actually have to treat them differently. We have to love some of them Mohr and and the the The reason for this is that loving some of them Mohr enables us to fulfill our mission. It remains it enables us to remain a going concern. We have to focus on those we absolutely cannot afford to lose. So ah, great example of this is the oxygen masks that come down in the what in the or the or that are talked about coming down in the onboarding airline instruction. Even though a lesson even those of us in coach economy. We still get Air Basques, you know, waiting for the time you’ve got to put a quarter in to get the oxygen mask. It’s kind of like putting the quarter in to use the restroom, right? For all of you know, for all the change. I can’t. I mean, I hope they take cards. When that happens, I think I can swipe and then I get the oxygen drop down. Okay. Yeah. So? So the notion here is that they want you to make sure that you take care of the less advantaged First, you know, the children, the elderly, whatever the infirm, so so that you can you want to make sure that they take? I’m sorry. You gotta take care of things here. Yeah, yeah. Good care of yourself first, because you’re no good to anybody next to you if you’ve gone loopy or if you passed out because the time of useful consciousness here on the airplane, if they in a case of rapid depressurization is thirty to sixty seconds or less, you know, fifteen seconds. And so you have to take care of yourself first so that you can take care of others. And so when you come back to ah, looking at our donors in order to keep serving all of our customers, we have to be able to take care of of some of our best customers first, because they keep, they pay the bills, they keep the lights on and enable us to do to serve some of our other customers or donors that may not be paying quite as much. Um, you know, there’s a there’s a great ah, great example of ah, large non-profit here. Who? Who said that every month there’s a there’s a sweet little lady that’s writing out a check for a dollar. Fifty a check for a dollar fifty, and and we’d love her to death. But it actually cost us more to process that. Then the cheque is worth. And so we lover, We want her to continue because it feels good for her, and we love her attitude, inner spirit. But we also need to focus on those on those donors that are going to keep the light on. And when we do that, That gives us the opportunity to create initiatives to create value that trickles down through the organization and that everybody benefits and also subsidizes the processing of that dollar fifty check and the and the acknowledgement letter that goes out to her right. So it enables us another worst thing would be to, say, return that cheque and say, I’m sorry, we don’t want your money. I mean, that would be that would be devastating to that that sweet old woman or two. Not more traumatic or to not acknowledge it, because you just never know if that dollar fifty year donor on that’s a really extreme example. I’ve never really even seen e-giving that small, but but I’ve seen certainly lots of ten and fifteen dollars year donors and they can become your your plan gift donor zoho be the person who dies. You don’t know it because you’re not close to them. You’ve been acknowledging they’re they’re very small gifts, but you don’t know that they died until you get a notice of probate and you find out that there in your will and you have your residual beneficiary. And it’s a very it’s a five million dollar estate. There’s some small, outright bequest to some distant cousins, and you’ve got fifty percent of the residual that’s left. That is not that uncommon you. So just as coming strictly from you come from the corporate side, and I know that you’re not saying, Ignore those people who give ten dollars a year. But you have to treat them differently and not as can’t spend as much time with them as you do the higher level names. I understand that. But I would never say Don’t acknowledge that even dollar and a half a year donor-centric Q. Because you just never know what else might be there. Okay, Just shout out from the from the from the fund-raising side. But you’re not. Not that you’re antithetical to fund-raising I’m not suggesting that at all. Just just bringing in the plant e-giving side. That’s all. Okay, um, we just have about, like, two minutes before a break. Give me a couple of strategies for how we can show that love. On any level. Any level. Yeah, yeah. One of the things that that’s that’s really fascinating here. Problem. Before we dive into that question, here is its figure. Who are your best customers? Your best donors. You know, we look att att these folks by how much money that they’re giving. We also need an add add another dimension of that which is how passionate are they buy-in about your cause. They may not be giving you the most money, but they may be absolutely one hundred percent passionate. And those air really useful to Corral and Teo to invite into the tent, if you will, so that you can invite them to help you invite them to participate in AA in a bunch of your activities. Because they may not be able to give you give you a lot of money. They may be able to give you connections and time and and introductions that could be hugely valuable to you. Okay, we’re going to take this break, and then when we come back, I’m goingto ask Curtis How you how you start to How do you identify those? Those critical to keep donors. When you see piela, they’re kicking off a remote non-profit roundtable Siri’s each quarter a Wagner CPAs C P a bona fide will cover a topic that they know intimately, and you need to know basic understanding. Last week was revenue recognition for grants and contracts. You can watch that archive video at weger cps dot com. Click Resource is then seminars. Now time for Tony’s. Take two. You want to be a non-profit radio insider? It’s time. Why is that exclusive content NUFER The New Year I’m kicking off expanded guest interviews that are exclusively for non-profit radio insiders. Each week, I’m going to go deeper into a topic with the guest. We’re going to do this with Curtis when when the show is over or cover something that we didn’t talk about on the show Curtis and I are going to talk about is he’s got an exercise that we’re going to talk about in the insider video. Now that sounds like something that would be behind a Paywall. And for many podcasters. Maybe it is, but not this one. There’s no pay. Absolutely not so But I do ask you to do is be an insider. I want you to get the weekly insider alerts, and the way to do that is go to tony martignetti dot com and click the Insider alerts button. That’s it. That’s the way to gain your access to exclusive these private five minute videos that are going to be producing for insiders. Now let’s get back to Curtis Bingham and Donor-centric Donor-centric City. All right, Curtis. How do we identify those who are critical to keep? I think it begins with, like, Like I said, obviously we’re looking at some of the metric we may be looking at segmenting our donor’s based on, you know, dollar contribution, recency frequency, volume, whatever that those air traditional metrics here, but there’s there’s a there’s a different, um, different scale toe. Add to the mix here, and that is, you know, passionate. How passionate are they about your about your mission? Are they donating to you because they because it’s mandated by the company, are they? Or do they have a loved one that is, you know, that may have been suffering from cancer or leukemia o. R. Or whatever it is, you know. Are they passionate because they have a family involved in, uh, in the in the benefits that directly benefits from the from the charity? So, you know, it’s it’s really there’s There’s any number of ways in which we in which you could assess that passion, whether it’s through surveys or direct contact or or you know, our Albert calls or, you know, executive executive meetings, whatever the cases. But looking at, they’re at their passion and figure out who are the most passionate. Ah, even though they may not be giving the largest amount of money. And then you look at at a slice at one Mohr way here and that’s looking at Where are they donating? Are they donating, you know, dollar to you in a dollar to somebody else and a dollar to somebody down there down the road more? Are they donating everything, all of their discretionary income to you? And so if you put those on a on A on a force where four square box with passionate about your mission over the top and dedicated donations over to the right, the most valuable people are those people. The most valuable customers or our donors are those that are absolutely passionate about your mission, and they don’t get it. They don’t donate. They don’t spread around their donations. They are donating everything that they have over to, Ah, over to you. And that’s that’s this notion of share of wallet What percentage of a customer spending our donors donations is captured by your brand or your or your firm. And so it’s really valuable. Lot of the best private sector companies here. Commercial sector companies here are really starting to do this segmentation by share of wallet because it shows some very fascinating things, and it uncovers people who are really valuable to your company that that may not have shown up and just be in just sheer dollar volume contributed. And this this wallet share gives us a really fascinating way of looking at our at our donors and figuring out which ones we need to keep, which ones we need to grow and which ones just really. There’s too much competition. Let them go, too, to somebody else. Tio. Thank them for whatever donations that they’re doing. But don’t spend an inordinate amount of money trying to convince them to donate more because they never will. How our company’s measuring share of wallet How are they learning that it’s there’s a There’s a really interesting way of ah, of measuring it. You know, there’s a number of really different, really complex calculations that some of the big companies are doing. But there was a really fascinating article that came out was published in The Wall Street Journal in I’m Sorry, the Harvard Business Review Rather in two thousand eleven, and it talks about the wall allocation rule and I’m happy to send. Send people a link to that if they if they’re interested in receiving this and walking through it. But it was based on a study of one hundred seventy thousand customers over two years, and they found that the share of wallet was very highly correlated with actual purchases in A in a commercial sector. And what they found was that they went just really briefly. What they did was they looked at for each brand or each non-profit what are the the the relevant, the perfectly relevant competing brands that people are choosing to donate metoo and then you, you do a survey. You Ah, you. You call them up, whatever. And you get them to measure to describe how much they are contributing to each of these different different non-profit organizations, and then you convert that into a rank, and the computation is very is very straightforward. And so you get you, you, Khun marry that with a kind of an estimated money that they’re giving to competing brands. And you can. You can calculate the share of wallet, and it’s a fantastically easy back of the envelope. Method for calculating share of wallet And it gives you workable information that you Khun then used in in prioritizing your spending to Trier to acquire and retain some of these donors. That just it just makes a lot of sense to me that the ones you wantto focus on the most are those that are giving you the largest share of their disposable income. Or maybe maybe it was their charitable dollars. Maybe have to narrow it down to that. All right. Yeah. All right. Yeah, I’m okay. I want to make sure we get everything there’s. So let’s move to migration. Getting getting people, getting people, getting people more Mohr. Well, moving them over, moving them over to the today, I think, to the right of that quadrant that you described and and ultimately to the to the to the upper to the upper right. Yeah, the the this this is fascinating because, you know, like you said, the big question is how do we migrate them from one bucket to the to the other? How do we make them more passionate about our cause? How do we get a larger share of wallet? And and this actually came out of some work that Hillary noon and of who is now a pursuant. Ah, and I worked on a number of years ago. She when she was American Cancer Society and she was really interested in How do you retain and activate donors and volunteers and at the time and still is to some extent, loyalty was all the rage, but but But it didn’t really tell us anything. Um, you know, Net promoter score. A lot of people are using this net promoter score, which is your willingness to recommend a brand Teo somebody else. It didn’t really tell us anything because it measures some intense take future action. And, you know, St Jude’s was a great example here. Were with their net promoter scored. Nobody will give anything but a ten. Everybody gives them attend because even though a service interaction might have been miserable, If you give anything less than a ten, it’s a knock against the kids, and you just simply don’t know the kid. So we interviewed a number of CCO Council members, and we found that NPS, the Net promoter score, doesn’t actually measure behavior. But engagement does. And so this this notion of of customer engagement was was built up here, and we found that it. Actually, if we the more we engage your customers, the more likely they are to collaborate with us, advocate with us and and and donate money to us. And so So this notion here is, um, you know, customer engagement here is we defined. I define it as the extent of a customer’s willingness to invest his or her discretionary time with a company for mutual benefit. So how willing if a company of if a person is really engaged, they’re willing to help you do things, they’re willing to collaborate with you. They’re willing to participate in your activities to help with fund-raising. They’re willing to make introductions. They’re willing to do things on your behalf, and then how do we measure it? It’s the measurement is the sum of all of the activities that build a positive, positive emotional attachment between a company and and customers, and that results in greater involvement, greater advocacy and greater revenue and profit. And so, you know, there’s a There’s a couple of things that that people have done to engage. Engage your customers. So so you have to have the basic blocking and tackling, right? You can’t. You can’t be treating customers poorly. But once you’ve got the basic blocking tackling right, then you can start engaging in them. How can you get them to collaborate with you? What can you do to actually, What can you ask them to do to help you with? If they help you, they arm or invested in your success. So are we talking? Are we talking about small things? Like just sign a petition, call a congressman? Things like things like that to start. Yes. And Mohr OK, I think that getting them to do something for you creates this. This need for reciprocity. Um, they the more that you can get them to do for you, the more inclined they are to, um you want to support you. And so when When? When we were together. Ah, A little bit ago at at pursuance conference, I talked to a number of the non-profits that were there, and and there was a couple of really great examples. I mean, one of them, there was one non-profit there who would have you received a call from someone after a podcast saying, Hey, the noise quality on your podcast has really deteriorated. I’m a sound engineer. It’s really bothering me. Can I come and help you fix the problem? And so they said, Well, of course. And they came in. The gentleman came in spend a day crawling underneath all of the cabinets and countertops and fixed, replaced a bunch of replaced on board some wires and and electronics and solve the problem for them. And that’s something that they didn’t have the capability of doing. Now you look at this on the another dream there is another. There was another non-profit there that I could hold on. You hold that example because I gotta take a break. But before, I don’t want to make explicit that thie podcast The person was complaining The sound of was not twenty. Martignetti non-profit radio that was some non-profit had not, Not not non-profit. Okay, tell us, can you use more money? Do you need an additional revenue source? You want to diversify revenue, you get a long stream of passive revenue. When companies you refer to tell us process their credit card transactions through Tello’s, you watch the video and then send potential companies that you could refer to watch that same video You get the long stream the fifty percent of the fee for each transaction that Tello’s processes. And that adds up the video. Is that tony dot m a slash Tony Tello’s We got to do the live listener love. And there is ah lot Tampa, Florida Adelanto, California Wilmington, Wilmington, North Carolina, Brooklyn, New York, New York, New York, Northvale, New Jersey Very close to where I grew up in old Japan. Live love to each of those cities. Wilmington special shout out to you, of course, North Carolina. But the love is see that I can’t do it. Equal, limited, egalitarian Lee. Equally, Curtis has a word. Equanimity, equanimity, But Quinn Emelius Lee, because I just, you know, I live in North Carolina, so that’s there in the like that in the upper quad to the upper right quadrant. But then the live love goes out to everybody else, too. From Adelanto, California to Tampa, Florida and Brooklyn, New York and New York, New York. All right, let’s go abroad to ah, wow! Taipei, Taiwan and Beijing China Knee How Teo to our listeners, they’re Islamabad, Pakistan, Seoul, South Korea. On your haserot comes a ham Nida in Savi, Edo, Japan. Konnichi Wa, Hanoi, Vietnam. Tehran, Iran. Sudan is with us. I don’t believe we’ve had to. Sudan Listener Live love to each of those live listeners in who are abroad and the podcast pleasantries, the vast majority of our audience over thirteen thousand listeners each week. The podcast listeners pleasantries to you. I am grateful and thankful that you are with us week after week after week after week. You’re sticking with us because it’s great value. I mean, there’s like there’s about your questioning. I’m just, ah, having some fun pleasantries to the podcast audience right now. Back to Curtis Bingham. Who, Curtis. You have another example of a non-profit engagement and migration? Yeah, there was there was one person there at the at the event. There was one non-profit here that that there ah, there are a number of their large donors were brought in to help them create a donor survey program. There was another one that had a fantastic example where they brought in a number of employees from Amazon to take a tour of their of their warehouse facility and the Amazon employees. They asked the vast Amazon if they had any advice for them in how to improve their logistics. And Amazon brought in a team of their own warehouse logistics managers and in a couple of days just completely redesigned their their warehouse, using all of the best practices that Amazon has developed over over the years. You know, another great example is that there is one one non-profit has a number of technology corporate partners, and they were able to go to them and say, What is the bait? The best online HR system that you have found and and they had intended to spend. I’m doing some research on this, and the company came back said, Look, we’ve already done The research here is the best one. We’ll even help you implement it. And so, you know, the real question for you is you’re trying to engage your donors is to think about what can you ask them to do for you? How can you help in engage them in helping you fulfill your mission? You know it can be small, like fixing the fixing some of the audio on your podcast. It can be large to helping implement a large AARP system or revamping your warehouse logistics. But the thing is, how can you ask people to help? And one of things that I think people are afraid to do is ask people for help. They’re getting really good at asking people to donate, but they’re afraid of asking people for help. And yet, asking people to help you is allows them to go beyond just kind of a passive donate donate or to someone who’s actively engaged when they’re actively engaged in collaborating with you. They’re more likely to advocate for you. And then it’s not just about telling them, Go talk, go tell your friends and family or bring them to some sort of a you know, Black Tie fund-raising event. It’s here, introduced me to these people or talk to the CEO of this company here. That’s that’s possibly that’s considering making our charity a corporate, you know, a corporate sponsorship. And so, so once they are more eager to collaborate with you, they’re Mohr eager to ah, to be very vocal and advocate for you. And that’s when they start changing their behaviour and donating Mohr and staying longer, donating and advocating. As you said Now, Tio, know what people want to be engaged in where their interests lie. You need to be listening. And you you mentioned possibly surveying for for for for those high level, most engaged owners, the ones in the upper right quadrant that maybe personal meetings, personal face-to-face meetings where you’re finding out what it is that moves the person. Is that Is that your research? Is that your advocacy is that your your program for survivors of domestic abuse? Is that your mental health work? You know What is it that moves them that then you can engage them. You know, appropriately, with opportunities that at least are, you know, we’re going to appeal. Absolutely, absolutely. And you know, this is This is it’s very, very easy to do. There’s a There was an article that was published in the Harvard Business Review just this month that talks about how easy it is to figure out why customers buy from you. Um, and in ten twelve interviews, you confined out the five six reasons why customers buy from you, Ah, and and be able to articulate them better than anybody inside your company ever could. And the same thing could apply here in five or six interviews ten interviews with with some of your most valuable donors. You could find out the hot buttons that you need to start pushing in all of your marketing communications in all of your your your your donor meetings of the hot button that you push on social media in your advertisements. And when. Once you know those hot buttons because you’ve listened to them, you heard it directly from them. You’re far more likely to capture those passion and bring those. Bring them in. You’ve twice. Now you’ve mentioned Harvard Business Review. I have to stop reading U S. A. Today. I think I need to step up. I’ll step up my another another mix. OK. All right. Yes. Diversify. Diversify. Okay, um, so have we. You feel like I mean, just for the hour. We have to wait before I get that. Where’s your book? How come I can’t referred listeners to a book that you’ve written that that covers all this? I’ve been threatening to write a book forever, and and I I acknowledge that I have been remiss in working on too many things. That’s the problem that I have is that I have too many great ideas and and not enough. Not enough assistance, I think, Teo, capture them all and and take advantage of all of the brilliant ideas that are on the cutting room floor. Yeah, no kidding. My God, man, I break last break. Hoexter give. Can you use more money? Another revenue source down. He’s a second way Mentioned one before. You know the way of diversifying mobile e-giving you can learn about it with text to gives very simple five part email, Many course over five days. One e mail a day. You’re only five emails away from raising money through mobile giving. Or at least learning more about it. Lots of misconceptions. Um, so to start the many course, where do you go? You What do you do? You text n pr. November, Papa. Romeo. Two, four, four, four, nine, nine, nine. All right, we’ve got several more minutes before we hit the rap with with Donor-centric and Curtis. OK, All right. So I’ve admonished you about the book. I’m sure I’m not the first person to tell you earlier, monisha if you had one, I would be telling listeners, they gotta buy it. All right. So have we covered migration and engagement satisfactorily? Anything more you want to say about those? Yeah, really, really quick. There’s a couple of things that, um that you can weaken look at in in collaboration and advocacy. So, you know, I have some more resource is if anybody’s interested that talk about some of the ways in which you can collaborate, you really quickly you can get feedback from them. You know, whether it’s advisory board, focus group, you can involve Minya strategic planning process, cubine involvement, innovation activities or excess. Ours is you can enlist their services to help mutually support other other other donors, other customers, other volunteers, you know, participate in in in a lot of your your fund-raising activities and make introductions and so on advocacy, you know, you could use them in your used them in marketing, put put together the stories of why people are donating and, uh, and put him in your marketing. Um, let them generate help generate your marketing. MetLife did a great job of this a little while back where they put together a, They asked some of their their customers to write a letter to the to a family member, describing why it’s so important for everybody to have life insurance. Why, it’s so important for this family member to have life insurance, and they didn’t actually end up running the ads with them. But they got really rich information as to how people view this. This tired old thing called life. And so, you know, how can you use them to help you win your promotions and your marketing? You know what kind of doors, Khun? They open for you. What? How can they help you on social media? What can they do, Teo? Generate content and ideas and donation opportunities for you. So a lot of different ways in which you can get them. You can collaborate and advocate. Okay, Awesome. We still have several minutes left together. So what? What? Have I not asked you satisfactorily that waken going tomb or or something we haven’t covered? What? We still got time left. I think I think you’ve covered. Covered most everything here. I think that you’re kind of the the things to the takeaways here. Is that as much as as sexy as it is to continue focusing on bringing in new new donors every year. You really, really have to start focusing on retaining the year exists thing stopping that revolving door, um, and and we need to figure out how to keep our top tier donors. You know, we one of the things that that we looked at here is, you know, kind of in the share of wallet we talked about, talked a little bit earlier about, you know, segmenting the customers by share of wallets. And there’s a group of customers that you need to focus to focus on retaining. You know, just don’t do anything wrong. They’ll stay with you forever because they have a very high share of wallets. There’s a there’s a group that you have to focus to protect, to make sure that other nonprofit organizations don’t get in there and and lead them away. And then there’s a group that you should that you need to focus on growing because they have, ah, high potential share of wallet. But there’s there’s also this this notion here that, you know, there’s there’s There’s a big thing that people do in the non-profit, which is to share their donor lists. And for these, these categories of customers here, the segments of customers that you’re focusing on retaining and protecting and growing man for the love of God. Don’t share those names on that list. Oh, my God. What? Anybody hearing that you’re destroying that share of wallet? Yeah. Lower tiers. Oh, my God. Sure. Away. Yeah. Yeah. But don’t share these names here because because you want to capture more sure of wallet. You don’t want to incite them. Or in our invite them, too, to go back and and disperse their payments because everybody deserves something. Yeah. Now that well in the sharing of lists also has privacy concerns around it. You know, I don’t know that that seems like a risky that’s that just that sharing of any of any names like that. That sounds like a a risky proposition if if a donor figures that out even even even a low level donor-centric fied, they’ll tell ten people hyre. Right. All right, all right. Cars were going, Tio. We’re gonna leave it there. And so you you offered lots of resource is so I will remind people that they can get you. Ah, Twitter at Curtis Bingham for additional resource is because the man hasn’t written a book. I don’t know. I’m surprised I even had you on No I want to thank you very much. Thank you so much for sharing great ideas. Thank you. Thank you. Been delightful. And for insiders that the additional content is going to be an engagement exercise, Curtis and I are going to share with you next week. Courageous communication with Mary and er sh If you missed any part of today’s show, I beseech you, Find it on tony martignetti dot com. We’re sponsored by pursuant online tools for small and midsize non-profits data driven and technology enabled Tony dahna slash Pursuing Curtis gave them a very good shot out. All technology enabled. Data driven. Absolutely. Bye weinger SEPA is guiding you beyond the numbers. Weinger cps dot com By Telus Credit Card and Payment Processing your passive revenue stream Tony dahna slash Tony Tello’s and by text to give mobile donations made easy text. NPR to four four four nine nine nine Our Creative Producers Clan miree Off Sam Leibowitz is the line producer shows Social Media is by Susan Chavez. Mark Silverman is our Web guy, and this music is by Scott Stein of Brooklyn, New York They’re with me next week for Non-profit Radio Big non-profit Ideas for the other ninety five percent go out and be great. Duitz. Metoo. You’re listening to the talking alternative network waiting to get you thinking. Cubine you’re listening to the talking alternative now, are you stuck in a rut? 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