Tag Archives: event fundraising

Nonprofit Radio for November 30, 2020: Virtual Event Engagement & Personalized Video

My Guests:

Mike Wilkinson & Joshua Meyer: Virtual Event Engagement
Virtual events are routine now and there’s good reason to believe they’ll outlive the pandemic. We’ve got you covered with pre-, intra- and post-event strategies to maximize engagement and raise more money. Our panel is Mike Wilkinson from Human Rights Campaign and Joshua Meyer at OneCause.

Mike Wilkinson from Human Rights Campaign

Joshua Meyer at OneCause

 

 

 

 

 

Matt Barnett: Personalized Video
Matt Barnett explains the benefits and use cases for short videos that grab attention and thrill recipients. Think volunteers, prospects, donors and anyone you want to feel special. Matt is at Bonjoro.

 

 

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[00:02:44.94] spk_0:
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. Yes, Abdominal has made it into the introduction and exalted August position indeed. Welcome. Heh Abdominal. Oh, I’m glad you’re with me. I’d come down with Bala Muthiah Mandrell, Aris if you exposed me to the idea that you missed this week’s show virtual event engagement. Virtual events are routine now, and there’s good reason to believe they’ll outlive the pandemic. We’ve got you covered with pre intra and post event strategies to maximize engagement and raise more money. Our panel is Mike Wilkinson from Human Rights Campaign and Joshua Meyer at one Cause and Personalized Video. Matt Barnett explains the benefits and use cases for short videos that grab attention and thrill Recipients think volunteers, prospects, donors and anyone you want to feel special. Matt is with bon jour. Oh Antonis, take to my December Webinar were sponsored by turn to communications, PR and content for nonprofits. Your story is their mission. Turn hyphen two dot c o and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and a free month. Here is virtual event engagement. It’s my pleasure to welcome Mike Wilkinson and Josh Meyer to non profit radio. Mike is deputy director of events at Human Rights Campaign. He and his team organized over 30 annual events nationwide. He previously worked for the National Kidney Foundation and the Leukemia and Lymphoma Society. HRC is that, HRC dot or GE? And at HRC? Joshua Meyer is senior director of marketing at one cause. He has two decades of fundraising, volunteer management and marketing experience. He started his non profit career at Human Rights Campaign. The company is that one cause dot com and at one cause Mike Josh, welcome to non profit radio. It’s

[00:02:45.10] spk_1:
great to be here. Thanks for having us, tony

[00:02:47.05] spk_0:
E. Have you back now? We had originally recorded this as part of the non profit technology conference when events were still face to face and we were talking about digital engagement for your face to face in person events. Obviously, Josh, you’ve seen lots of clients. Well, all clients, I suppose, either move or cancel events. I mean, there’s all that is the only two options in today’s world, Um, but there’s still a lot we could do around Digital to keep people engaged pre during and after, right?

[00:03:21.14] spk_1:
Yeah, that’s that’s for sure. I think back in March, we had a weekend with hundreds of events ready to go, and it went down to zero. But I think what What was really interesting is that, you know, non profits are so resilient and they quickly figured out that they had to sort of make this ritual pivot, right. And we’ve seen a lot of that Ana here one cause we become sort of focused on virtual. First Way had these long standing in person fundraising events sort of moved to a virtual virtual format on dso they all. They all get it. And I think I’m really excited. Toe have Mike share sort of what they’ve done over at H. I see, you know, as their sort of moving the virtual, the next thing now is really like, how do we engage people? Right? What’s the social engagement component of these of these virtual fundraisers, and how are they? How do we get the people who are watching from their living rooms right to get involved right in this, uh, this virtual program. So there’s all sorts of neat things that we’re excited to share about.

[00:04:24.77] spk_0:
Yeah. Cool, Mike. What did you see initially? A T h R c where you did you see declines in in, uh, event attendance initially when you moved online, and then now you’ve gotten smarter and you’re seeing increases.

[00:05:35.24] spk_2:
So initially, I’d say, you know, our approach was we sort of had, you know, money in the bank already for some of these fundraising events. So we used that as an opportunity to do some testing on virtual events. You know, we already had, um, some results for events that have been canceled. We had folks that are sort of like, wait a minute, I paid money for this event and, you know, as a charity, they want us to keep the money, but they want something for it s oh, we did two events in, uh, April and may, um, that were events that pretty much were carry overs from in person events. And we learned a lot from those events. Um, I wouldn’t say that we saw a decrease in attendance from the event, but I will say, um, you don’t have the attention span that you have for a Nen person event. That immersive nous to it is just not there. So you have to do a lot of work up front in order to get folks to be excited to actually participate in the virtual event.

[00:05:58.24] spk_0:
Have you found there’s an ideal duration or just vary by type of event? I mean, I’ve been hearing like 45 minutes, even less than an hour. People are seeming thio, seeming thio, seeming to seem to prefer.

[00:06:10.24] spk_2:
Yeah, I mean, I would say unless you have fee like blockbuster capabilities of, ah, Hollywood studio, you’re not going to keep anybody for longer than a now, er, like they’re just not going to do it because it’s not that interesting. You know, I think I think 45 minutes is a good amount of time. I think, um, we had one signature event that I think we’ll probably talk about here a little bit that went a little bit longer. That had a big national scope. But yeah, you have to be very, um, reserved in the amount of content that you present to the audience because they’re going to be paying attention to Onley pieces of

[00:06:50.64] spk_0:
it. All right, Josh, why don’t you start us with, you know? So we’ll do this, like, pre during and post event. Um, you have ideas around SMS texting?

[00:07:01.92] spk_1:
Yes. So we’ve seen texting, um, both to drive attendance. Right, But also engagement, um, at the event. I think the other thing that we’re seeing pre is this this sort of change on? Mostly, uh, you typically pay for one of these fundraising events, right? If you’re going in person and we’re seeing sort of a change in that people are organizations are charging them or they’re not charging. They’re trying. They’re using them Is broader engagement tools, um, to get sort of general membership. But maybe also major donors involved. Whereas typically, sometimes these gallons would focus more like the major donors set Onda as a result of that, then they’re also sort of layering in. And Mike and his team did a really interesting thing there, which is sort of doing tear. So there’s like, a free tier for ticketing. But then there’s also like you could upgrade paid, uh, ticket that got you some sort of swag or some sort of premium that they would send you afterwards, right? And so I think that’s when you’re kind of looking at sort of your driving attendance. And how do you factor in where you traditionally see revenue coming from from tickets? How do you should have recruit some of that that revenue and as part of your fundraising stream on driving through actual ticket sales and our engagement that day of using SMS Thio get people to engage like I don’t know if you wanna talk a little bit more about how you guys did, um, ticketing. But also e think it was really interesting the ambassador fundraising that you guys around your table captains?

[00:10:01.14] spk_2:
Yeah, certainly eso to Joshua’s sort of lead into that. We did realize that the really powerful capability of the reach that this messaging can have, Um, you know, people talk about it like this mystical thing, but it’s fairly obvious a virtual event. You don’t have to travel to it. Um, it removes some barriers to attendance. So, um, you know, I work in a division called Development and Membership Development being high dollar fundraising and membership being probably your $10 a month monthly donors, you know, we would not see a lot of those $10 donors in our ballrooms each night. So what we were able to do is create a new event that will merge both of these fundraising techniques together. Whereas we provided ways for folks who are smaller dollar donors to participate in the event at low to no cost at all way really brought in the messaging on dhe. This came at a really key time in our mission because, you know, we’re in election polit political organization, so that election was coming up and it was important to get our message is why it is possible. But we also wanted to provide opportunities for those folks who were giving us, you know, $100 well, over $100 you know, each month to participate as well. So we sort of did this thing called the Quality Captain, which is a peer to peer ambassador fundraising campaign. We allow people to set up fundraising pages and ask their friends, colleagues, co workers to support them. And really, since there’s no table for them to come and sit at, this is the spot that we said, Hey, this is where you tell your story. This is where you put your personality into this event, and it really worked very well. So

[00:10:49.54] spk_0:
Okay, let’s take a little step back just to get some mechanics down. So you’re you’re collecting cell numbers at the time of registration. Are you giving people an option thio to receive these text messages about the event, or do you just ask for the phone number?

[00:10:57.44] spk_2:
Yeah. So at the time that people registered, we did ask for their cell phone number on dhe. Then, you know, sort of told them that in participating in this event, you’re going to receive text messages. Uh, yeah. Folks that have attended in the past are pretty used to this because one cost has had a long history of doing this in with the event on dhe. You know, at any point, someone can opt out of this, but we did say, giving us your cell phone number and we will be texting.

[00:11:27.04] spk_0:
Okay. Okay. Um, so let’s not Let’s not focus just on this large event, but you You’ve been doing lots of smaller events also since since March, right? Virtual events

[00:11:38.20] spk_2:
know what we did was we decided that rather than tests or organizational capacity. And do you know, 30 events across the country? We were going to use the leadership structure to focus on this one large event in September.

[00:12:05.84] spk_0:
All right? And and the event was in. I’m sorry. You just said in September September Okay? Okay. Mhm. Okay, um, Josh, anything more about the pre pre event phase? I mean, well, yeah, give me some insight. Like, how often are people getting messages before the event?

[00:12:26.54] spk_1:
You know, I think it varies with the organization, right? And I think it sort of depends on how you’re using it, right? We’re seeing, sort of. I think there’s probably too tight right there is sort of the messaging to try and get people to purchase the tickets or just to pre register. And then I think there’s the messaging sort of that happens the day of to get people engaged in the fundraiser, right? So there’s usually a set period of time when the sort of the program, right, so that virtual livestream is happening on dso. You wanna make sure that you get as many people there, you know, engaged in the live programming as possible, so I think there’s, you know, oftentimes a couple a couple of text messages that lead up to that. But then there’s usually fundraising components that are happening in tandem. Right? So we talked about ticketing, right? So that would be sort of, you know, prior to the day of to try and get people to purchase registrations. Often times we’re seeing our clients, um, set these virtual events up in tandem with online auctions. Right? And so there’s messaging around that on dhe. Then, you know, depending on the software people are using, right, as people are engaging in these online auctions right there getting automatic text messages. So the text messaging is, um you know, it sort of varies depending on what the organization is trying to accomplish at at the different points leading up to that event.

[00:13:36.94] spk_0:
Okay, okay. Eso then let’s let’s do during the event. So the event is live Now, folks are are on. Um, Mike, how many people did you have? A tw the peak.

[00:13:55.24] spk_2:
So we had I want to say we had 2000 people pre register for the event. Additionally, we live streamed the event on YouTube, Facebook and Twitter. So Let’s say we probably had about 8000 people viewing at the peak. Um, okay, Of those 8000, those 2000 pre registrants are the ones that received text messages to engage further with us.

[00:14:19.04] spk_0:
Alright, and just for a little more context, how many of the 2000 that preregistered were were, uh, had paid? Versus were the free free tier. We had

[00:14:31.25] spk_2:
about 70% that were free on bond. We had 30% that were paid.

[00:15:16.54] spk_0:
It’s time for a break turn to communications. They have relationships with journalists because of the trust they’ve built with reporters and editors and outlets like The Wall Street Journal, The New York Times, CBS Market Watch and The Chronicle of Philanthropy. Turn two is the first call these outlets make when they are sourcing stories on charitable giving, non profit trends and philanthropy. That means you get first crack at first class media exposure. The right turn hyphen two dot CEO. Now back to virtual event engagement. Give us a little more detail About what? What you got If you if you paid, was probably was it more than just Mike? I’m sorry. Josh mentioned swag, but what else What else did you get if you paid for the event?

[00:15:31.43] spk_2:
Yeah, we branded some really great merchandise packages. You know what’s great if the human rights campaign is We have a very strong brand that people identify with eso. We made some commemorative pieces. Um, and, you know, way sort of have different tiers. Where if you gave $35 you got a bandanna. Non. If you gave $50 you got the band and in the face mask. And the more that you gave, the more stuff that you received. So

[00:15:58.89] spk_0:
Okay, so it was OK. There was swag was ultra ultra swag.

[00:16:03.17] spk_2:
I wouldn’t say it’s like trade show giveaways. I would say stuff that you would probably walk into a store on 12 purchase. So

[00:16:10.95] spk_0:
okay. And strong brand. So loyal, loyal folks who would like to have a commemorative pieces. All right, All right, So now, Mike. All right, so during the event, what kinds of text messages or folks getting?

[00:16:26.34] spk_2:
There were two primary ways that you could support us during the event. Um, it is to bid in the auction that was online or to make a contribution. So folks were receiving text messages at key points in the run of show so that they would either a place a bit or make a you shot.

[00:16:47.64] spk_0:
Oh, what was the content for the? Was this a 45 minute event?

[00:16:52.54] spk_2:
So the event in September was a little bit longer because it was their national event. You

[00:16:58.63] spk_0:
did say that. I’m sorry.

[00:16:59.59] spk_2:
Thats one is a signature event, and people were really excited about it. So, um, you know, to your point, you know, folks that didn’t pay any money for this event, we assumed that they had a lower investment in attending at all. So those folks were invited to what I would probably call the main stage event, and that lasted for one hour. Um, for folks that were donors to the organization or who bought one of those ticket packages, that’s a clear indication that they’re very interested in seeing mawr. So they were invited to see additional content. That was 30 minutes in advance of the event. And this is really cool, because this 30 minute, um, basically VIPs section of the content was designed with, like a behind the scenes sort of look. So they got to sort of see how the virtual event was running. And some really specialized content focused on their deeper connection to the organization.

[00:17:58.44] spk_0:
Oh, including how the event was running. So they saw some backstage

[00:18:02.40] spk_2:
s. So we had some backstage elements backstage. Pass. Yeah,

[00:18:08.74] spk_0:
Okay. And what was the what was the main stage content?

[00:18:12.22] spk_2:
So the main stage content highlighted are really strong video packages we’ve even before the pandemic. We have very strong video content that’s very impactful. That really talks about the state of the movement, why you should get involved. We also pared those with a lot of celebrity messages and performances so that we were able Thio have some folks that folk that people recognized that really were boasting or cause. We have a long history of always having celebrity guests that are event. So this one was an opportunity. Instead of just seeing one celebrity guests, you got to see basically 15 of them really talking about why the cause was important.

[00:19:10.54] spk_0:
And I’m hearing that prerecorded content is valuable, takes a lot of pressure off. The folks running the show toe have to switch back and forth between live live appearances. Did did you have? Ah, do you have a mix of pre recorded in and live content or was mostly pre recorded? That’s what I’ve been hearing about pre recorded.

[00:19:14.65] spk_2:
Yeah, So I would say we’re probably about 60 40. Prerecorded content, 60%. 40% live. You know, we have found that pre recorded messages air great. But our mission sits on the cusp of history every day. And when something happens in politics, when you know who tweets something out ridiculous. We have to. We have to. We have to be responsive to that in our programming. So, um, some live, some live elements were absolutely necessary and honestly, like that takes a lot of the pressure off of us to use our crystal ball, which these days is so much more fuzzy than it used to be on be able to really resonate with folks hurt what folks heard in the news and what’s affecting them that day. But that doesn’t mean that, like the prerecorded content was bad at it just means that, you know, we were able to get some of these messages from folks that are celebrities or friends of the organization in advance and piece it all together in a way that worked. This

[00:20:12.74] spk_0:
seems like a good time for you to explain quickly. What? What HRC does for folks who don’t know. Human rights campaign. You have a lackluster host. Ah, good host would have asked you that at the beginning s, uh, but make up for my shortcomings, Would you?

[00:20:27.94] spk_2:
Yeah. So the human Rights campaign were a 501 c for charity, and what that means is that we are engaged in political work that advances the right of LGBTQ people across the country s Oh, this is a little bit different than 501 C three. Work where political work is not allowed. We are the kind of the opposite of that. You know, we still are designated as a charity. There’s some some differences with the way gifts or processed. Um, but, you know, we’re allowed to go out and say we think that this is the issue that should be report. This is the issue that should be pushed through Congress. Your local legislature. This is the This is tthe e candidate, that candidate or, you know, current, um, elected official. That’s going to do that so whereas in a 51 C three like that’s sort of off limits.

[00:21:19.41] spk_0:
Or mostly, I mean, you’re limited to the percentage of your you said at key moments. Folks got fundraising messages or maybe auction messages. How did you How did you time those to the content? What’s the relationship there?

[00:21:38.84] spk_2:
Well, we did do actually live fundraising appeal where, you know, folks were able Thio, you know, make a donation on their smartphone. And we had a large thermometer up there that showed how many people across the country were making donations. Um, and you know that that was always a really successful fundraising technique in person, and I continue to be so in the virtual world. We just had to make sure that we had the magic formula to get people to that moment in the program so that they were ready to give. There’s nothing different about that. You just have to think about what that means in a virtual world, starting with the first time that someone learns about your event,

[00:22:27.94] spk_0:
let’s lay concerns about, uh, folks maybe feeling like they got too many messages and opting out. What? What did you see in terms of people and any any time during the during the process before, during or after the show opting out of these SMS messages.

[00:22:47.14] spk_2:
So we get very few complaints about books in during the run time of the event, receiving too many text messages, I’d say maybe we get comments that there are a lot of text messages, but nobody’s mad at us. You know, folks sort of when they sign up for an event, realized that they are asking for a high level of engagement. So during the run town time of the event, um, it’s very difficult to over communicate with them. Um, you know, we have to pay attention to in advance of the event, like how often we talk to them. I would say we probably started about 10 days out with a message launching the auction on then maybe one or two reminders about what’s going on so that they could get get ready for the event, and some of these text messages are people were waiting for because it included information on how to do things like actually watch the live stream and stuff like this. So some of them were very nuts and bolts types of messages. They weren’t just Always give us money. Give us money. It’s like, Okay, you purchased two in a ticket. A ticket to this event. This is how you get in, you know? So

[00:23:47.24] spk_0:
Okay, Now, will you also emailing or this is strictly SMS.

[00:23:52.64] spk_2:
Absolutely. So we sent emails as well. You know, you’re obviously able to put more detail into email. Um, you know, I find that email is really tough these days just because there’s so much noise. You know, you’re lucky if you get somebody to even get their email on their high priority inbox and they get filtered a lot. So there are a lot of folks that do you read our emails, but there’s a lot of folks that that’s not how they found us. So they’re not receiving those emails. You gotta get really creative on how you reach out to folks.

[00:24:24.34] spk_0:
Okay? And but so the more immediate ones, like during the show that was that. I’m guessing that was exclusively texts. You weren’t sending emails that. Okay,

[00:24:34.46] spk_1:
Okay. E think One of the other avenues that we have at our availability right is also live chat, right So you have. You can sort of push that text message right to someone’s phone during, ah, virtual event. But we’re also seeing a lot of our clients engage in sort of live chat that’s like built into the page, right? So So as people are watching the converse watching the show, they’re able tohave conversations or they’re able to make comments. Or they’re able to actually engage to the school with the speakers or the organization on DSO. There’s that’s another sort of avenue we’re seeing organization sort of really harness in. Some cases were actually having, like, there’s a staff person whose sole responsibility at the virtual event is to monitor the chat and thio, address any donor questions or also to just really pump the pump. The people that are watching the show up right, like get them engaged on dhe sort of start the conversation. Uh, you know, somebody what you would do you see, like in a live event at at a table, right? People are commenting and watching and engaging on the show, and we feel like that sort of helps. It helps the fundraising in the long

[00:25:51.44] spk_0:
term. And Josh, I’m assuming one cause is a is a platform that offers this these functionalities that we’re talking about.

[00:25:59.64] spk_1:
It is Yeah, yeah, yeah. We do offer virtual virtual event center, sort of ties all that together on DSO. I think, you know, there’s there’s a couple other components depending on sort of what you’re looking, um, at accomplishing or how you want to set up your event. We definitely can help you with that, but yeah, I think between text messaging, the live chat, virtual streaming or even sort of broadcasting pre recorded videos as we just talked about, you know, we have We have tools to help nonprofit organizations make that really easy on. Really, really smooth. If they’re if they’re looking to make the move from in person toe virtual event,

[00:26:38.94] spk_0:
take us to the post event. Now, Josh, what does that messaging look like?

[00:26:43.74] spk_1:
Yeah. I mean, I think the post event really is, um we’re looking at some of those tried intrude best practices, right? Like you’re still gonna want to do the personal Thank you. Note. You’re gonna still you’re gonna look at all your data and who make who made a donation at that virtual event right Onda who made, you know, silent auction purchases on D do that outreach post event. And then I think it’s really, um, you know, if you have new if you’ve acquired new donors is part of that virtual event right, you’re gonna want to do You’re welcome. Siri’s. You’re gonna wanna take those people through very much like you would do in person event. You can get creative with social or online channels, right? You could as an organization. Do I Thank you. Video that gets pushed out through your social channels Or just, you know, it could be an instagram message or image, right? Thinking people who attended s So I think there’s ah lot in that post event, right? I think there is. A lot of it remains the same. Andi, guess right. We can also bring in text messaging, right? You could do a post text messaging as as a as a way to think, people. Uh, Mike, what did you guys dio a ce faras posted that wrap up.

[00:28:40.14] spk_2:
We always send a thank you email. We were in a unique position with our September event. Um, in that first holes, phenomenally successful, we raised over $2 million had great viewership of the Livestream. Um, and you know, we were facing the election coming up. So our campaigns and organizing team was highly interested in engaging these folks to see um, if they would doom or it was great. Is everybody who was, ah, supporter of our September event was ready to doom. Or so we gave them additional ways with the organization to connect eso that they’re not just sort of writing checks, but they’re also sort of getting the work done alongside a lot of the staff, which was really, really, really transformational for us is an organization. This year it’s It’s actually one of the things that I look at 2020 and think about. Wow, I never would have imagined that that to go like that, but it did so

[00:28:54.14] spk_0:
excellent. Did you use a lot of video afterwards? Video clips to remind folks of the experience.

[00:29:01.54] spk_2:
We had one video message from our host that we emailed and texted out on dhe. It was basically just a big thank you. Um, and I think it was a reminder that the auction was closing because it went a little bit a little bit longer and sort of last ditch. Like if you didn’t make a contribution and you’re feeling like it, then then don’t let us stop you. So, um, u m and that went really well. So

[00:29:26.84] spk_0:
and what was the I know you said raised about $2 million overall. What was the proportion of the 8000 overall who e either gave or contributed by the via auction versus non donor?

[00:29:41.60] spk_2:
You’re asking such so many data driven questions? Things,

[00:29:45.83] spk_0:
non profit radio Don’t hold that. Come on. What are you expecting? I mean, the host is lackluster, but the conversation is not Wow. Well,

[00:30:18.74] spk_2:
I mean, way clearly had about, you know, 800 people that make contributions for tickets. E would say that. I mean, this is a very hard number to quantify, because between our our ambassador fundraising campaign that the the ticket premium sales and the auction I’m making a guess and say we probably had

[00:30:21.64] spk_1:
it was a lot, right?

[00:30:23.12] spk_2:
Yeah. 2500 people making contributions at varying amounts. So

[00:30:28.54] spk_0:
just trying to set expectations. You folks, um, context, Okay,

[00:30:32.69] spk_1:
any one of the things that we’re also seeing as a lot of these virtual events are bringing in new donors for a lot of the reasons that we previously discussed. And so it’s making sure that you know what we’re advising our partners, our clients is that, you know, making sure that as you’re bringing in those new donors, that you have a way to engage them, right and that there there is. There’s a set plan to do that follow because it’s more than just the event. Follow up, right. You have new acquisitions, and now you gotta get them engaged into your mission and your messaging and make them, you know, become routine. Regular donors on DSO. I just think I don’t caution, but I think it’s just something to consider, right as you’re looking to do this, virtual that because it’s a lot easier for people to plug in and they don’t have toe, you know, go to a hotel and they can just turn on on from their from their living room, right? We’re seeing this high number of new new donors, and so figuring out the strategy around that is really

[00:31:37.47] spk_0:
important. Well, maybe not a caution admonition. You’re admonishing admonition that, and that’s consistent with face to face events. I mean, you had your you just You have to be thinking through what you’re going to do for the for the folks who came to your what used to be a face to face event, you know, they were brought by ambassadors might talk about the ambassador program. And so they were. They were brought by folks who needed to fill a table in the past. Excuse me, but they were They were new, new to the organization. And so you wanted to suss out. Are they interested in a long term engagement or they’re really just don’t wanna hear from us anymore. They were doing a friend a favor,

[00:32:10.15] spk_1:
right? Right. Well, then, yeah, and then trying to figure out how you could build that relationship, right?

[00:32:47.94] spk_0:
Uh, and, uh, you know, there was. I don’t know if I don’t know if it’s true or not, but just intuitively in the face to face events. The folks got these new acquisitions, got something out of it. They got they got cocktails and a dinner. Um, now they don’t get that. So maybe there maybe they’re more likely to be interested in the in the mission because, I mean, all right, so they’re giving up less time, but they’re getting less for it. There’s no there’s no free cocktail hour and and and dinner. So maybe I’m thinking maybe they’re mawr invested virtually even though they’re spending less time. But still, time is valuable. You know, they’re not even getting free drinks out of it. So

[00:32:57.39] spk_2:
I would say you’re onto something, tony there because folks have been looking

[00:33:00.90] spk_0:
Thank you for rescuing me. Thank you. Because I wasn’t even sure that I wasn’t sure if I waas Thank you, Mike.

[00:33:05.70] spk_2:
Folks are looking for those take action items in their homes. So if you’re able to provide those to them in conjunction with these with these with these virtual events, um, they’re much more apt to take them as opposed to, you know, they have a nice meal. 129 cocktails. And then the next day, they think that was great. I wonder if I will do that again, and then you’ll see them again next year, as opposed to the next day. They’re sort of like Okay, well, I can sit here, and I can get involved with this organization in ways that I haven’t before That you know, isn’t far off. And I think I think you’re definitely right. That that this leaves Thio, it lowers the bar for entry into further engagement with it with the organization.

[00:35:39.04] spk_0:
Yeah, all right. I think that’s a perfect place to leave it. My savior, Mike Wilkinson. Thank you for that. Deputy Director of Human. I’m sorry. Deputy Director of Events at Human Rights Campaign HRC dot Organ at HRC And Josh Meyer, Uh, senior director of marketing at one. Cause one cause dot com And at one cause Mike and Josh. Thank you very much. Good ideas. Thanks. It’s time for tony. Take two. I’m hosting a new free webinar planned giving five minute marketing. It’s kind of nice hosting my own webinars. I did one in November. We had very good turnout, so I’m hosting one this month in December. It’s another quick shot. 50 minutes on planned giving marketing how to promote the idea of planned gift to your prospects. Who are the prospects? What’s the message and how do you get it out? Multi channel. Plenty of time. Also, for your questions? Absolutely. My favorite part is questions you can register at planned giving accelerator dot com slash webinar. It’s on December 17th. I hope you’ll be with me. That is tony. Take two. Now it’s time for personalized video. It’s a genuine pleasure to welcome my next guest, Matt Barnett is Papa Bear at Bon jour. Oh, he launched from Sales Hack for his first business, where he would send every new lead a personal video to delight and surprise them. His goal is to be the next Zappos to be the most loved brand in the world. When he’s not making videos or products, he’s out tagging bandicoot ce for wildlife research. He’s with us from Sydney, Australia. The company is at bon jour, oh dot com And at Bonn jaro app. Matt Barnett. Welcome to non profit radio. A pleasure. Pleasure to have you, uh, I’ve been doing this show for 10 years over 500 episodes, and you are the the most remote guest by far before this. Yes. Uh, before, before, this was your home was from the UK.

[00:36:07.13] spk_3:
Good. Good to hear. You should get some more. Ozzy’s a lot going on here, Especially the environmental side of things raises its head. I think

[00:36:21.83] spk_0:
and and and speaking of, well, environment or animals, what are you tagging? Bandicoot? What’s a bandicoot?

[00:36:23.63] spk_3:
Have you ever played the game? Crash Bandicoot? They are nothing like that. There are small marsupial. Looked like a get a rat with a long nose but have pouch with the care of the babies. On dhe, they dig around for grubs and roots. We go out and tag Aziz the isolated population and one the headlands here, where they’ve got certain genetic traits. And we tagged those monitor them and they’re great case study for for the animal in isolation. Also collecting the wildlife rescue we have you know, we have a python living in our basement. It’s very It’s very Australian out

[00:36:59.19] spk_0:
here, marsupial. So we don’t use that word too often here. But kangaroos are marsupials as well, right? Is that

[00:37:07.53] spk_3:
you guys have you guys have them? You have a as well.

[00:37:23.13] spk_0:
Okay. Thank you for educating me about wildlife in the, uh so it’s good to have you. Good to have you from Sydney. Um, personal video. What do we What are we talking about when we say that personal video, What does it look like?

[00:37:31.43] spk_3:
Eso what it is is essentially sending quick asynchronous. They’re kind of one sided personal messages that are targeted towards individual Boehner’s in this case. So if someone dropped, if someone gives donation, then having won the team within a few hours, we can say, Hey, Mrs Jones saw that you donated $734 to the cause. Just wanna let you know how much that means to us. You know, the money is probably gonna be used here, here and here. And just again, Thank you for a while. Support on. So the idea here is very quick messages that are shot on desktop or phone. They’re not edited, nothing else. It’s just a piece comes on its directed act. An individual rather than a piece of concerts used again and again, again, generically.

[00:38:24.02] spk_0:
Okay, one time. One person, one use. And they’re probably watching it on their phone, Mostly. Exactly. Yeah. Okay. Okay. I saw somewhere you call this the, uh, purple cow of donor engagement. What is that? What do you mean, there?

[00:38:26.02] spk_3:
Yeah, it’s actually it’s actually that’s actually quite fun about one of our clients because I think you’re international in the States. um se. So I guess it’s kind of a secret weapon that they used. They’ve used on a quality campaigns during the recent pandemic, because what they find is that going that little bit extra, I think I think it’s a really like linking donors to benefactors, especially if that could be done so in their in their cases. Actually send videos from schools in Africa to donors, Um, is just it’s like for three second investment. The impact it’s having on donations on be engaging lapsed owners and getting donations that don’t have to increase the nation’s isn’t saying it’s kind of off the charts they’ve ever done. I mean, it makes me it makes it might, of course. Of course it makes

[00:39:20.12] spk_0:
sense. Yeah, Andi think purple cow comes from Seth Godin that, you know you would if you saw a cow would be no big deal. But if you saw a purple cow, you know, then you’d be tweeting it. You’d be taking pictures, you know, it would stand out. So it’s a pattern interruption. We do something special on dhe. That’s that’s that seems like a feature of one of many features, like It’s something special it? Tze personalized. It’s sincere, right? I mean, you’re you’re looking at the person on your phone there speaking right to you. They’re saying your name there, thanking you. It’s it’s like it’s human.

[00:40:00.91] spk_3:
Yeah, like there’s like there’s incredible power in the name way. No, this year, I think Andi And then the other thing is that the the authenticity of it as well? I think I would suggest that authenticity is it’s a challenge day, a fake news that I said So I think I think that really is coming through, I think, especially where you know many of our experiences, our distance, you know, even prior to the world situation as it is today because the way we work gain that bit of community connection back again on doing it in a surprising, authentic, like the way it joins the light is because it’s not expected. It’s because because the bar is so low, it has a huge impact on the Barlow we could rant about again. I think it was just so much opportunity here for anyone willing to put it more often.

[00:40:47.33] spk_0:
Yeah, and we’re talking like 45 seconds or a minute, right? These air. Quick, Quick shots. Minute maximum. Okay. Is that one of your tip? Is that one of your? Is that a best practice? Keep it short.

[00:41:30.21] spk_3:
Yeah, I think there’s an engaging point of view, I think, within the women Charity Specter within down space You know, you could talk more like Absolutely, But the reality is you don’t you don’t need to. It’s not about It’s not about doing a sales picture and that, yeah, it’s just acknowledging. So it’s stopping for your danger, acknowledging, you know, a customer client a don’t know that that’s what you were doing it. It’s not even about the video. The video is the medium that that shows that you’re willing to do this, but it’s actually the time. That’s really what you give me, but you’re saying you are worth might be one of my teams. Time to stop. Just thank you in person. If the 22nd. That’s fine. Yeah, obviously you’re doing a lot of these from from the person doing the videos. Shorter means you can get them or easier as well. I mean, that’s an aspect to it. Less than a minute is all it takes.

[00:41:48.71] spk_0:
Yeah, and I like that. You know that you took the time to thank me personally in in a surprising, humane way. Yeah. Yeah. And, uh, you know, there’s a you know, you said I mean, there’s a there’s a there’s a connection there, you know, you’re looking right at the person you’re saying their name again. I gather, that’s I I see that in a lot of the the advice to that some other interviews you have done, you know, you got to say the person’s name mean that Zamora it’s personal. Yeah.

[00:42:07.40] spk_3:
Say the name. You know, like, if you’re able to see, you know, we’ll try to help you here. We’re trying to show you kind of actually where they’re based. What donation amount is how long they’ve been a donor. So you can customize what you say you go, the further you can. You know, I see you’ve been with us for the last three years. You know, everything you put in this on now, I think especially specifically here. This is what saying earlier is the idea of like connecting the dots so down into benefit. Like, what is that? You know, $734 done like specifically. If you’re gonna line this, there’s amazing people. It’s storytelling, you know, People go. I could see how that dollar makes difference. And quite often, you know, for me, like for us as a company way gives charities. We do this as well. The key thing is about impact. You know, we’re on enterprise cut like company. So and what we’re giving is not a million. So I’m like, right, I wanna make sure every dollar counts. So what’s the impact on this thing here? What you’re doing is you’re making it much easier for customers to see sort of donors to see the actual impact with dollar. And that’s what’s gonna make me stay with you. Be a donor for life versus, you know, switching other causes This time gets on.

[00:43:13.40] spk_0:
I saw one example where a non profit linked to a video. And so in the in the video that they sent to the donor, there was a link Thio, like a mini documentary about how the money is used and what the what the organization is doing.

[00:44:31.99] spk_3:
Yeah, and so s so you know the other part. This, obviously is that when you’re using this be this’ll kind of communication. It’s very hard, quite engaging. So you have an opportunity there. Thio, take that storytelling further, potentially ask that donut can take the next step. So in that case, what they’re saying is it Thank thank you in person, um to show you what it is go and watch this. And so what we’re doing is obviously driving traffic, but those videos of you getting a lot more views off the back of those those combined with the fact that take a long time bringing back in lapsed owners get people thio up their donations, increasing the nation’s obviously stay around. Some Chinese used that Teoh they’re available. They’re subtle. They’re like, Here’s a little bit more body or here’s a link Thio Share the story on social or, you know, here’s here’s our latest campaign we’re doing We’re building X Y Zed, please gonna be more about, you know, on inform yourself as well. So it is opportunity here. They’d be starting conversation that that’s not a it’s not a lycan endpoints. It’s the start of, you know, the next piece of engagement which can lead Thio. You

[00:44:35.06] spk_0:
wanna have some kind of a call to action, right? Have them do something beyond just beyond beyond the thank you. And so what are the use cases? Have you seen for nonprofits? Aside from donations, what other? What other uses are are nonprofits. Putting personalized video to

[00:45:04.75] spk_3:
E because it was just here is taking time with the individual donor. It tends to get so intense it used with donors and partners. So it’s being used either on on daily Drive, just as a daily habit. So anything comes in your thank you’s Ugo campaigns as well so specific drives they’re doing. We get used a lot for laps for lapsed donors. So reengaging past owners A ZX. Well, bring them back into the fold.

[00:45:14.19] spk_0:
Okay, so something like, you know, you haven’t been with us for a while. Exactly. We’d love to have you back. Here’s here’s what Here’s what our work is And here’s Here’s a link Thio what we’re working on now or something like that,

[00:45:43.59] spk_3:
Yeah. You know, obviously informations we’re just trying to do is to re engage those those users and be like, Look, this is what we’ve been doing in the last two years Since Since you’re with us, we’ve come a long way. Here’s what the impact you made. And so what I can do is to re engage me. Some of your customer base, especially ones that you know, are potentially large backers or more torrential backers to bring them back into the fold, especially especially with the younger child. Is that growing up where in the year the impact they’re making is exponential because of the movies they’re making?

[00:45:57.59] spk_0:
Um, I could see you know something like for volunteers. Do you know, if you just want to thank someone for having spent an extra 20 hours the past week doing extra volunteer work for the organization, stuffing backpacks for for Children, going back to school, where you know most people do five or 10 hours and somebody does 20 or something, You’re just a little shout out to them. I mean, it could be a simple thank you like that, right?

[00:46:55.48] spk_3:
Yeah, absolutely. That’s why we use that way. Get used internally on teams, especially when people have quite, um, probably less engaged volunteers. Nowhere like people like May. So I’m involved in a wildlife system called called wires, which which is huge really, although firefighting states in Australia where you know it’s massive again with us, where we’re not necessary is fitting underneath people above us, you know, we’re not turning up for such thanking people who are less connected as well. Like you said, the ones that go above and beyond for their work like it, it’s one Does that to you, Like you know, it’s all worth it. You know, like again, again, again, it’s connecting. What I’m doing is a volunteer to the end result. So again, it’s back to the impact Peace. Like, um, I’m making an impact. Has someone noticed the work I’m doing because you haven’t noticed? Maybe I should put my time somewhere else.

[00:47:19.18] spk_0:
Yeah, eso like anytime you would think about writing a thank you note, you could consider ah, personalized video.

[00:47:32.28] spk_3:
Yeah, I think so. And this is like it’s not the answer to everything. And this is just another arrow within. Within your quiver on. Great. There’s different ways. Toe communicates, I think, with the video. But here’s the thing. It again. It’s not about the video that the fact that you can get it across the authenticity it’s you yourself, you know that 70% of communication is in the face the face. Yet it’s not even in the tone of voice. So if you get across people love it. They connect with it better. I just think Video’s amazing medium for this. Ah, nde on the other side. It’s a lot quicker than sending. You know I’m more cost effective than than writing a thank you elements and that off. It’s definitely worth try

[00:48:42.97] spk_0:
time for our last break. Dot drives dot drives Engagement that drives relationships dot drives is the simplest donor pipeline fundraising tool. It’s customizable, collaborative, intuitive. If you want to move the needle on your prospect and donor relationships. If you want to get folks from prospect to donor, get the free demo. As you know, for listeners, there’s also a free month. Go to the listener landing page at tony-dot-M.A.-slash-Pursuant. We’ve got but loads more time for personalized video with Matt Barnett and and you’re right. I mean, you see so much more, you know, written words. You know, that’s one Dement Well, all right, this is one dimensional too, but you can hear the person’s voice. You could see their expression when they say thank you. See their smile? It’s It’s so much more engaging than, uh than a hand written note in certain or even type you know, the word word word document on you.

[00:49:05.32] spk_3:
Show them any of the most powerful things which, which is hard to dio, is when you know, like we see people doing these videos like with kids and schools in Africa or they do it No wallowing like a wildlife center or they do it while that one the one camps with everyone about behind them. Ah, nde, You’re not just gonna shoot you like Look, look, this is this is this is the impact like check it out. You know, this is what’s happening so that that’s that’s that’s become a wow stuff. It is. It is hard because you’re always in their situations, but when you pull it off people just it compared to a leather like it’s like seeing is believing, you know,

[00:49:39.97] spk_0:
now does does the team at bon jour. Oh, that you’re the papa bear of Are they able to see all that? Can you see all the videos that people do?

[00:50:25.46] spk_3:
Eso accounts accounts of private? If we asked, So what we will do it, especially with non profit. So we personally like me and probably a few. The team members are pretty driven. We do the whole one sense. We talked about as much time as we can. We tend to get on calls and consulted held by non profits, get most system. So when when we do that is one thing we suggest is that we have permission. Can we come in and have a look on? You could use a few examples. And then what we could do is experts is kind of suggest otherwise. From what we’ve seen up to the user, Uh, obviously the only other thing is that call them privacy privacy reasons. Then myself and my CEO could do that. Otherwise it will, Private. It’s all off the record.

[00:50:49.16] spk_0:
Okay, Because I want to know if people are using this for, uh, you know, for prurient, uh, illicit in place of sexting. I’m gonna send you a I’m gonna send you a or Oh, yeah. Are you seeing any of that? The only thing we’ve

[00:50:50.07] spk_3:
seen is we have some swingers clubs.

[00:50:53.40] spk_0:
So what? Swingers clubs? Yeah. Alright, alright.

[00:50:56.28] spk_3:
However, however we talked of you. It’s not being used in that way. It’s being used as a lead generation, like business funnel. Let’s just look at it like, Well, that makes sense.

[00:51:12.46] spk_0:
So right. Okay. Ah, funnel. Okay. Again,

[00:51:13.10] spk_3:
again, again. Look like how we used during private, You know, of course, on users can choose if their recipients can share the videos. And non profits were, like, let let them share them. Because if they take it to him and say, Look what I got off the heart foundation, thanking me for my donation like that. That’s awesome. Yeah, that’s awesome storytelling. But if you want to be used in privacy, then we could lock that down.

[00:51:39.26] spk_0:
Oh, yeah, These are right. Incredibly terrible. Yeah, yeah. Um and this is this is you know, this is also consistent with what I’ve had a lot of guests say, and I’ve said on this show many times that that in doing production that in doing video, uh, sincerity always trumps production values. You know, you don’t have to have a fancy Mike. You could do this. You could You could do this walking to your car. It doesn’t take fancy studio when it’s genuine. And sincere

[00:52:02.45] spk_3:
like like Abbott’s, like real life, you know, like like like Like, who do you trust more? The guy in the perfect tailored suits or the guy wearing a T shirt has got fun with enthusiasm, you know, like like shake your hand and hugs you. I’m gonna go with that guy every time, like it’s the same thing, you know?

[00:52:18.35] spk_0:
And are you seeing, uh, Mawr use of this during the pandemic? E mean people are so much more accustomed to seeing each other by video. Now are are you seeing a burst since, uh, since March?

[00:53:16.75] spk_3:
Yeah, like I think it’s helped. I think it’s helped in terms people overcoming you know, the Fear video, which I think comes from the idea that video has been the car medium of film for so long that you put on on on a pedestal. Now, realizing it’s it’s not that it’s just the same as having a coffee. So I think we’ve people using Zoom people getting a video calls. Mawr has obviously made people realize that actually videos easy on dso. There’s a mental pieces become over. I think there’s also a challenge that living in a bit more to disconnect environment the moment we’re struggling. Thio connect Obviously not with team members on my partners and do things like this, but with their customers as well. And so we’ve been adopted, like in that space and videos being more adopting that space to help keep those relationships going where you couldn’t. But you can’t have the coffee or or go to the conference today. You know,

[00:53:18.15] spk_0:
um, want o share a good client story, somebody that another one where someone used it successfully and saw an increase in gifts or volunteering. Whatever. Yeah, yeah, we just

[00:54:00.06] spk_3:
we just that given we just doing that with the Heart Foundation here in Australia, which is a large organization s made a lot of work in schools in the big A little school fundraising. So they did two things. Uh, they went out and they did what he said. They congratulated the Children who got the biggest fundraisers. So the whole team went out on just engaged with those high performing kids from organization directly, whereas normally they would always be kept a kind of arms on the other than it did in the way that where they were, where the kids were raising funds was through skipping competitions on trying to kind of crazy skipping competitions. And so, it turns out, quite your team on the heart foundation, our next level skippers, where they’re doing tricks and stunts. And so those team, we’re sending our videos through the kids in schools being like Okay, right, whoever you could do this and basically challenging them to kind of come with crazy stuff. And so, like, really engaging with again directly with kids rather than just the teachers, which ultimately they have been generated $45 from just one of the schools. I think the private previously with them $5000 because they got a LH the Children themselves so much more engaged that it became a real driver. Whereas there wasn’t one of those fundraising things you do at school. So it’s interesting again. Is that connection between the cause and the people doing the fundraising?

[00:54:55.94] spk_0:
You’re seeing Children, too? I mean, that’s a heart string. Yeah, Heartstring puller.

[00:54:57.64] spk_3:
Yeah, exactly. Um,

[00:55:00.54] spk_0:
um what else? What else should we be talking about? That I I haven’t asked you.

[00:56:32.93] spk_3:
I think like so. It’s just like beyond your personal video, but I think just the idea off personal. So the idea of personalization of scale, the idea of taking a little more time with customers like we haven’t here that way where we say automate process, but not relationships. But I think I think you take that into into any aspect you’re doing in terms of customer engagement or in terms of marketing on. So I think where on where you can, where you can start to personalize your experiences and your customer experience, like your your donors or your partners, or to your or anyone who engage in the organization, you are going to get better results. You know, I suggest you probably get a return on any of the extra time that you put in. So I think, you know, we start to come past the stage where you send the yearly update and you’re like, This is what the fund has done this year, and these impacts were made to yeah, as donors like, we want to know what our dollars are doing because we have so much choice because we’re being picked all the time to invest in different areas way do bounce around, especially my generation. So you look kind of like between e. Guess Young, young, um, young Corporates, young people making decent money, who have now, for the first time, I got my to spend on causes they’re passionate about. I’ve got on there’s good money to spend where we’re gonna put it. It’s gonna be hard to know. So it’s just that way you could pursuant experiences and you connect people with people like ultimately, If that happens, the decisions easier for the benefit of me. Because I go What I know these people. Therefore, I believe my money will go further here. That’s not obviously necessary. True, but that’s that’s how you feel. So I think, you know, the more we could do personalized customer experience, customer journeys. Being through video will be it from any other means on. There’s a lot of smart systems out there now that start to tell you more information about your donors so you could do that. I think the more you connect the end benefactor to the donor as well, it’s super important. You know, You see this doing on products now where if you buy products that are fundraising, you could look at it and it’ll tell you the journey of the dollar and where it goes, the more you could do that. Connect the dots, which in space technology is a lot easier. I would argue again, the mawr likely here you have a of keeping donors for no, not a year, but 10 15 2030 years.

[00:57:37.63] spk_0:
And based on how you make them feel, you know, there’s a lot of research that says people people are less likely to remember what you tell them, but they’re they’re very likely remember how you make them feel. So if you make you make them feel special by doing personalized special things, like notes or videos or, you know, connecting connecting them to their to the impact of their dollar, that that’s all that’s all feelings and that stuff is in the heart. Once, once we hold a cause in our heart, then our our brain will say, you know, go ahead and make a donation.

[00:59:25.42] spk_3:
Yeah, way give, because it makes us feel good. Like we’re satisfying human urging, you know of doing good. And have you looked at it, You know, from, uh, whether you’re, uh, wanna be a possible or negative about it. You’re like it. We’re doing it. We’re doing it for a personal reason. I’m doing it because it makes my dolphins go. I feel good, like I could get back eso you need trigger those on storytelling on connection does that. You know where things would have worked 10 years ago because now there are so many causes and so many systems, and so just just generally get the average person gets 65 notification today from emails and SMS. Everything else like How do you cut through that? Like it’s hard like everyone’s, You know, you’re not just competing against other nonprofits. You’re competing against every single person who is contacting this individual ornate, multiple times daily basis. So you need you know it’s not. It’s not whether you could do better than that. It’s not whether you can get the attention over another cause. It’s whether you could get attention over other businesses and everything because the dollars could go anywhere on That makes it incredibly hard. But I think with with with good causes, you have this massive benefit where you are like like like like you pull heart strings like no else can like you have these stories, you have these stories. You have these people, you have the good things of doing. Just how do you get that to the individual?

[00:59:28.02] spk_0:
Interesting when you say, you know you’re not only competing with other nonprofits, but also businesses. But also you’re competing with every app on the person’s phone that that for which they have notification set, you know, So that could be their stock. That could be their their their their stock trading account. Uh, it could be their bank. It could be their newspapers. You’re competing with every everything that’s tugging at their attention. But here, you know, you do something personalized, sincere, genuine, quick shot 45 seconds. And it’s it’s something unique in their day in their weak easily.

[01:01:14.31] spk_3:
Yeah, I think it s I think communities play a big part here, and this is well, so building an active private community for for everyone involved because that’s where conversation start to happen. Because I think there’s a There’s another piece I like RL interesting. Yeah, which I think most realizations don’t do the best job off. And this is around the advocacy side so often we will focus on on the new donors. And, like when on the next one, like it’s much easier to grow donations from your existing community was than his mom from new ones. I think the way to do this is to make U M. Into what I call super fans. Yeah, this applies to business. That’s the challenge. That’s everything else you want, people who are going to rave about you and talk about you. And to do that, you need to consistently engage them. I always think about with its about making lifetime. Dana is not not single donors. So if you’re not running an active community or if you’re running a community just like it’s not just about talking, it’s a two way peace. If you’re not making this active, I would challenging to look heavily at that because that’s where you can make your connections happen on the quiet to scale as well. Um, so I think a lot of times they don’t do a good enough job. This it tends to be a lot of one way Commons versus two ways on again. I look at that. I’m like this opportunity because most of us are not in many communities, we get lots of all my stuff we’re not want to in the community. You instantly start to cut through that because, you know, you get medications for my community and your prioritize those. Like if you know, if you’re if you’re small, if you’re starting up, it could be a WhatsApp group. It could be that simple, but looking for ways to cut through with something, that person is going to keep this a priority and know that whatever comes from that is one they’re gonna open.

[01:01:47.81] spk_0:
And that’s when you get to the stage where they start missing it. If they’re not hearing from you, it’s been a couple of days. There’s been a week or something. I haven’t, You know, I haven’t heard from this. You know this group where you know where they’ve been. So

[01:02:00.00] spk_3:
if that happens, it happens. You’ve done it.

[01:02:57.90] spk_0:
That’s the gold standard. Oh, yeah, that’s a that’s a gold standard. That’s Ah, that’s Ah, triple play. But I’m not very good at sports, but that’s Ah, that’s Ah, home touchdown. So, yeah, when they start missing you, um All right. All right. Went thio. I feel like way we’ve given, like, enormous motivation for why, why people should look a TTE not only personalized video, but just personalized action. Personalized engagement. You know, we talk so much about the community talking about sex segmentation, but this is segmentation to the smallest possible degree, the most segmented to the individual, not to the collect, not to a collective of of 50 or 100 or 5000 who are devoted to petition signing for for your cause, you know. But this is the individual. After they’ve signed, it’s it’s it’s hyper personalization, hyper segmentation, which is called personalization, I think.

[01:03:36.30] spk_3:
Yeah, yeah, I think in order to tackle this again. So my suggestion is it may seem overwhelming, but you need systems that are quick to do so They need to work out the time you put in. But you also need need need toe like bring in, bring in anyone involved in the cords. So talk about, for example, be take myself his involvement in the wildlife rescue. Face it to May. Would you mind thanking you? Don’t of a day like sure. Yeah, like so. Like use your use Anyone who’s volunteering like get him to help us. It’s like you have a I think it becomes easy If you could spread it amongst enough people. The other thing is obvious to say, segment out and go like not all donors are equal. Maybe in terms of like value their big in terms like the dollar valuables in terms of the influence and that kind of reach they have as well. We’re engaged. They asked, may be focused on those first start with those and then start being down. Um, yeah, the smart ways to do it. So like like anything start small. If it works and you essentially get return on investment much, I hate that term. Then then you could start to work out how to scale it more because it was working like Like it doesn’t matter like it will scale. It will pay for itself. Just take a small step, But don’t get too overwhelmed. Begin.

[01:05:16.99] spk_0:
All right, Matt Barnett, Papa bear a tw bon jour Oh cos at bon jour oh dot com And at Bonn Juro App. Thanks very much, Matt. Good to talk to you. Pleasure. Thank you. My pleasure. Next week, your annual report as a marketing tool. If you missed any part of today’s show, I beseech you. Find it at tony-martignetti dot com. Beseeches Still good We’re holding on to that not losing beseech were sponsored by turn to communications, PR and content for nonprofits, your story is their mission. Turn hyphen two dot c o and by dot drives Prospect to donor simplified tony-dot-M.A.-slash-Pursuant for a free demo and a free month. Our 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. Thank you for that affirmation. Scotty, be with me next week for non profit radio big non profit ideas for the other 95% go out and be great.

Nonprofit Radio for October 20, 2017: Disaster Relief & Your Event Pipeline

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Gene Takagi: Disaster Relief

Gene Takagi

We kick off with Gene Takagi explaining how–but first, whether–your nonprofit can help disaster victims. You need a lot more than a big heart and a CrowdRise page. Gene is our legal contributor and principal of NEO, the Nonprofit & Exempt Organizations law group.

 

 

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Get committed major donors from your events by making them transformational, not merely transactional. Pat Clemency has before-, during- and after-event ideas. She’s president and CEO of Make-A-Wish Metro New York and Western New York. You’ll learn lessons from Rochester and Buffalo. (Originally aired on October 24, 2014.)

 

 

 


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Hello and welcome to tony martignetti non-profit radio big non-profit ideas for the other ninety five percent. I’m your aptly named host oh, i’m glad you’re with me. I’d get slapped with a diagnosis of arjun. Oh sucks in ic acid urea if you wet me down with the idea that you missed today’s show disaster relief, we kick off with jean takagi explaining how but first weather you’re non-profit can help disaster victims we need you need a lot more than a big heart and a crowd. Rise page genes are legal contributor and the principle of neo the non-profit and exempt organizations law group and your event pipeline get committed major donors from your events by making them transformational, not merely transactional pat clemency has before, during and after event ideas she’s, president and ceo of make a wish metro new york and western new york you’ll get lessons from rochester and buffalo that originally aired on october twenty fourth. Twenty fourteen on tony’s take two i learned something from my mom’s death we’re sponsored by pursuant full service fund-raising data driven and technology enabled tony dot m a slash pursuant also by wagner, sepa is guiding you beyond the numbers, wagner, sepa is dot com you’re not a business you’re non-profit apolo see accounting software designed for non-profits non-profit wizard dot com and tell us credit and debit card processors you’re passive revenue stream tony dot slash tony, tell us a genuine pleasure to welcome back jean takagi every time he’s on it’s a genuine pleasure. A real pleasure. He’s, the managing attorney of neo the non-profit and exempt organizations law group in san francisco, california he edits the wildly popular non-profit law blogged dot com and he’s the american bar association’s twenty sixteen outstanding non-profit lawyer he’s at g tak welcome back, jean takagi. Thanks, tony and my mind. Sincere condolences on your loss. Thank you. Thank you very much, jean. Thank you for that. Um, how you doing out there? What? What? So what? We’re in transition transition season whether what’s the weather been oh, actually, the weather’s been all smoky for you hasn’t it been? It has been and going right in line with today’s. Northern california fires weight got a little bit of rain yesterday really light, but it it helped, but we’ve seen you know more than two hundred forty thousand acres. Burns forty two death more than a billion dollars worth of insured losses so it’s really hit it pretty hard up here, and you’re getting impact hours away from from the sort of the where the most devastating fires are. Smoke and ash et cetera, right? Yeah, well, we’re not getting ashot here, although the particulates in the air have been a dangerous levels. So we’re encouraged teo, stay indoors for many of those days, but at least not visible. Ash in san francisco. No smoke, though. Yeah, that’s definitely feel the smoke and those with sensitive breathing issues. I’ve got to really be careful. So as you said, of course, right in line with our discussion, besides the devastation in the california fires, of course, houston, um, florida on dh not only natural disasters, of course. Las vegas shooting there’s ah, there’s. A lot of potential for non-profits teo do good work if they’re suited for it. Yeah, i mean that’s, that’s very true. And we’ve had a very tough year in terms of natural and man made. Don’t forget puerto rico. Yes, thank you very much. I i don’t want to make the mistake of puerto rico is part of our united states? Yes. Thank you for that. Thank you very much, jane. Yeah, and, you know, people want to do good things. And, you know, as he said, a lot of people want to give with their heart on dh people run charities, and those people also want to do something. So the question, you know, is like, well, what can we do and what’s the first question that we should be asking if we are in a non-profit were ceo are chief fund-raising perhaps or a boardmember well meaning boardmember what’s the first analysis we should weigh should we need to look to well, i think the first thing you have to do is you have to look at your mission because, you know, your mission dictates what you’re allowed to do. So if you have a purpose of raising funds to help homeless people in new york, all your donors have entrusted you with their money for that specific purpose. So even though the board and the employees might say, oh, my gosh, we’ve got to get relief out to puerto rico let’s, take the money that we raised in the past that we have. In reserve and dedicated towards puerto rico. While that might be a really admirable and understandable a desire, you’ve got to remember that you owe you own obligation to your donors who had given for homeless people in new york in that case. So checking out what your mission says, and he got a look at your articles of incorporation, our certificate of incorporation and by-laws how you’ve been marketing to your donors to figure that out? What kind of trouble might you get in with, say, the new york attorney general, if you’re a charity that ah, it does have the mission you described and nonetheless sends some relief money, teo puerto rico, or anywhere outside new york, right? I think you know, i think most regulators they’re going to be a little bit easy if you’re raising new money. Tio go outside of your mission that’s not what you’re supposed to do if it’s outside your mission, but i don’t think they’re going to come down hard on you for that, i think where they may come down hard is where one of your donors complain that their money was used for something that wasn’t intended, because that was not within your mission. So if they use existing money and it’s that that hurts what the organization is able to do in terms of furthering its current mission, that becomes the problem i see on dh. Yeah, it only takes one one upset donorsearch tio to write a letter or start an inquiry and you could end up in some trouble. Yeah, or drag it through the media, and then you get a bunch of upset donors, you know, you know, the mission was really something that they were connected with, which, you know, led them to make the donation in the first place. Um, if you let’s say your mission is brought enough that enables you to to send relief of some type teo outside your state way. Have i heard rumors about these things, like charity registration laws and such on other other operating rules that require you to be registered before you start working in another state? Yeah. I mean, that part of your area of expertise, teo. Healthy? Yeah. You’ve got to be careful if you can actually do programmatic work or have boots on the ground in the foreign state you may need to be qualified to operate there, so there may be some additional filings that you need to do again. If you’re you got a limited presence, nobody gets hurt. Nobody complains regulators within that foreign state are probably going to be happy to have your help in the event of a disaster, and probably the risk is going to be low. But what if somebody gets hurt? Yeah, that’s, that’s where you could get in big trouble and when you’re raising funds from a new area, so if you if you got boots on the ground in texas but you’re in new york or california charity and you’re not registered in texas, what if somebody starts to complain about why isn’t my money helping those? You know that i intended to give two? What are you doing with my money? And they start to complain to the attorney general in texas, that might be an issue if you don’t have a good explanation for why you haven’t registered in, perhaps it’ll be a slap on the wrist, and they’ll just tell you, teo, teo, register now and maybe give you a small penalty but if somebody complains loud enough and you you really haven’t been responsible with that money that that could get you into some big trouble. Understand? On dh, why and why take the chance you it’s just it’s. Just not the way to operate. It’s, time for a short break. Jean, please indulge me. We have a slightly different format. Now. Pursuant they’ll help you find your existing donors who are hiding in your file. The ones who are prime for upgrade how do you identify them? And deep in your relationships, they’re free. Webinar is find hidden gems lurking in your file aptly named it’s past eleven, or is over. So why am i talking about? Because it doesn’t matter if it’s over you watch the archive just like non-profit radio it’s the same thing, so it doesn’t matter that it’s past. You will find the archive at the non-profit radio listener landing page tony dot m a slash pursuing also they have a new content paper for you and that is twenty seventeen digital year end fund-raising field guide, which are the channels and advertising strategies that give you the highest return on investment. How can you tweak your year end campaign based on your donor expectations and what are the insider tips on digital fund-raising from some of the biggest non-profits i think you’ve heard me say big non-profit ideas for the other ninety five percent. Here you go. The weapons are in the paper or on the non-profit radio listener landing page. Tony dot, m a slash pursuing capital p now i want to get back to jean talking disaster relief. Thank you for that indulgence. Gene. Um, let’s, let’s continue. So i was just saying that you know, it’s, why? Why put yourself at risk? It’s just it’s not what you’re bored should be advocating it’s, not what you should be pursuing if if if you don’t belong there because there are alternatives, i think that’s absolutely treat, ernie, i think you know, not just in terms of the filing, but in terms of whether you have the infrastructure to actually do work over there and whether people donating to you in a foreign state is the best use of charitable money to get relief down into that state is another question you have to think about. So would it be better in certain cases for you say, hey support one of our, you know, charities that we’re friendly, whether we have a relationship with in texas, for example, for hurricane harvey relief, why don’t you give to the community foundation of houston? They’re they’re a great organization. They know you know what they’re doing, and if you have a pre existing relationship with that organization or you vetted them in the past, maybe it’s better to have your donors give directly to them rather than to you and for you to figure out howto fund-raising in texas? Yeah, andi let’s think through what you’re committing, teo again, the motivation is purely altruistic, but what you’re getting yourself into in terms of logistics, you know, if if you’re not on a lot of a lot of drives, i see are not for cash, but therefore things that people need clothing specifically and or maybe housewares and things. Now you’ve got this truckload of stuff, not near where the disaster is, you know, it’s not so easy to get truckloads into a disaster zone. I mean, think about you have to think about what you’re committing yourself to absolutely, and it may cost more to transport those non-cash in that foreign site, then it then the materials are worth, in which case the health is almost useless. You do have to be careful. I don’t want to completely discourage e-giving good like food and clothing. Sometimes that can be helpful. But if that’s really true, when you’re local to the disaster, you’re far away. Cash is so much better. Yeah, because of that logistic concern and all right, so you mentioned, you know, potentially partnering with a charity that that you’re familiar with and directing donations there. What about what about you, fund-raising would you be allowed to fundraise and then give all the cash? Let’s assume it is cash now because you’re distant to the to the charity? If if that’s not within your mission. No, i guess not. Then, right? Yeah. It’s. Not within your mission’s. Kind of the same thing again. The risk is probably low if it’s new money. So you know, if you have a broad enough mission or if you could see that there’s no geographic limitation in your mission. For example, if you’re like a humane society or s p c a. But you don’t say exactly that. We only help people who are for you. Know animal welfare in new york, perhaps then you can you can start a campaign to provide for support of for animal welfare in these disaster stricken regions. Um, and and you can do it through through grants a cz well, tony, so you can raise money from your own donors who are interested. As long as you’re very clear about why you’re raising that money and that it’s going to go to the to the disaster stricken area rather than been locally, you’re clear about that. Then you might find that that partner, charity or potential grantee with which to give that money to rather than try to start a new program, a relief program, it somewhere where you have nobody there. Okay, okay, um and there is ah, resource i’m aware of if you don’t have some kind of partner, really pre existing partner relationship. Charity navigator is very good about being proactive in the face of disasters. I get their emails and they’ll put up a page with charities that they have vetted and redid highly. That there is that our local to the disaster area. So that’s a that’s a method i mean it’s designed for individuals, but certainly a charity that wants to do this work and find a partner, and they don’t have one you could use the charity navigator resource is yeah, i mean, they’re they’re different ways to vet potential grantee charities and the more money you’re going to send, of course, the more vetting that you would be expected to do charity navigator can be a helpful resource is resource for charity’s looking for, for donating, for maximizing their effectiveness and efficiency, and hopefully avoiding any scam charity second about the sad thing is, whenever disaster hits, you get a number of scams that are out there that proclaim themselves to be true charities, and perhaps they even have five, twenty three status, but they may not really be doing the work that they’re doing. So you do really want to be careful, especially as a charity, you know, who should be the great example to its donors that you know howto that e-giving and ensuring that charitable funds are properly spend it. If you’re the bad example than have what donors trust, you know you you want to bet them very carefully. So do you think charity navigator is not? Sufficient for a charity vetting another charity correcting it depends upon, you know, upon all of the circumstances. So if if you’ve got a huge grant to make, then probably want to do a little bit more work than that. But if you’re you know, you’re going to give ten thousand dollars to hurt, you know, for hurricane released in charity navigator recommends community foundation there. I think you’re pretty safe. Okay, okay. Um, and you need to be careful in your in your materials if you are goingto be encouraging these gifts that you are targeting a charitable purpose. Ah, charitable class of people and not a subset or some certainly like a family or something. Yeah, and that gets really tricky because, you know, individually, you know, we may go. Oh, my gosh, i know somebody in puerto rico, and they could really use the help so i’d leave my charity to direct money towards maybe another charity in puerto rico. But maybe i’d actually like to direct my money straight to this family because they just got this really compelling case. Oh, and i put up an ad on my website looking for my donors in california. Uh, to give money to help this one family in puerto rico? Well, if the donors are making the gift and just using the charity as a conduit to get it to individuals specific individuals that are named, then that gift is not tax deductible. It’s not considered a charitable contribution, it’s as if they gave directly to the individuals that they’re trying to get their money. Teo and if the charity, all they do is act as a conduit and that’s that’s going to be problematic, and if the charity then give the donation receipt to the donor thing that your your your money is tax deduct deductible, despite you directing it towards individuals now i can get the charity in trouble so different ways to do that, but a lot a lot of people are getting that wrong where a lot of charities, they’re getting that wrong and have to be here. Yeah, right, so we’re talking about charities. I mean, if you as an individual have family in florida or puerto rico and you want to do something as an individual, then you know we’re not we’re not that’s, not what we’re talking about because you’re not. Claiming that the gift to you will be examined our deductible from federal income tax, right? So by all means you should you should support your family, members of your friends that are there that are hit by disaster and don’t want to discourage that at all, but if you’re trying to give to a charity and get a deduction for it, then then you’ve got to think about making sure that you’re not using the charity just to the condom. And charity has to make sure that it doesn’t allow itself to be used just to the conduit, although i should add that the charity might add examples of individuals that helped. I say we help all of you know, we’re helping all of these families, including be specific ones, make your donation and trust us to put it to bed. Yeah, well, that’s, you know, of course that’s just that’s very good storytelling and good marketing is toe personalize your your broader work t the individual level, right? We’re not talking about that. We’re not talking about your your what? Your marketing, but what you’re claiming we’re their money goes, is not to that family that you just highlighted in a you know, a very touching video. That’s that’s what? That’s. What we need to avoid, right? Okay, so since we’re talking about individuals, what about individuals raising money for a charity? Weii, we see some of that. We see a good amount of that. How does that work? Yeah. So that’s that’s always tricky. So a lot of charities don’t like it when individuals are starting to raise money for them because the individuals may say different things about the charities, some of which may not be true. Um, and the individuals maybe raising money that go to themselves first. And perhaps they’re going to give some or all of it to the charity. Charity has no control of that if the money is going to the individual’s first, uh, also, the donors who gave to that individual won’t get a charitable deduction for giving to just another person and not giving directly to the charity. So it becomes if it’s done informally like that. Like you just all give money to this one person and this person, then you know, who’s promising to give it to charity actually does give it to charity. Well, that person gets a deduction, but all the other people that donate it to that one individual don’t get it right. And that person gets a deduction for all the money that was given to him or her because those were a gift, right? Because those were gifts to an individual and that lets you use may. So i collected ten thousand dollars in gift those were those were just personal gift from person to person on dh if they go over the gift threshold and they may have to pay, then people have to pay a tax, but we’re not going that high, so let’s, say, an aggregate from, you know, fifty friends. I collect ten thousand dollars, i think. Give that to a charity, aiken aiken claim a ten thousand dollar charitable income tax deduction, assuming i meet other limitations and, you know, exempt things like that, but generally, i could claim that deduction for the whole amount. Yeah, you might be able to the charity may not know that you’ve collected it from other individuals. They just hey, we got a ten thousand dollar gift receipt for ten thousand dollars. Thank you very much. Um, on the other hand, you know, the friends that gave the money to you if they hear about this, and especially if he didn’t give all ten thousand dollars right charity? But you said well, and i had three thousand dollars worth of travel costs in my time we had overhead, right? Right, yet that’s going to upset a lot of people that’s the wrong way to do it, but there is a right way to do it. So so if the charity authorizes an individual and you know, the charities will naturally authorize own employees to fundraise on behalf of the that the the organization through, you know, the organizational means, like the website and fund-raising events and all of that, if their sanctions but, you know, they could make unauthorized volunteers to fund-raising a swell and boardmember zehr often fund-raising on behalf of their charities, you know, as individuals who are authorized to do so? Sure, but they’re not collecting the money directly themselves or if they’re taking a check, they’re immediately giving it over to the charity, and the check is going to list the charity’s name on it? Yes, right? Okay, okay. Let’s. See where? What about what about helping businesses can can a charity fund-raising help businesses that air devastated by a disaster? Yeah, it’s a good question, because some people go, can i make a grant to a for profit organization that kind of kind of strange but charity’s can engage in grantmaking or, you know, providing assistance to businesses in different situations, and this plays out a lot in disasters in the event of a disaster. So if the business owners are it’s a small business, a mom and pop store in the mom pop are are needy and distress as a result of the disaster. After that, business might be their lifeline, and providing assistance to the business in that case might be fine. It also might be finding a broader sense if the community was deteriorated as a result of a disaster. So investing in economic development and combating community deterioration and blight, that’s all charitable purpose. So as long as again it’s within your mission to be able to give such support, you could do that also lessening the burdens of governments of the government says this is something that you know is public works we need toe, give back and develop our small business community here. That got terribly hit by the disaster. If the government is doing it, probably used tenants. Okay. Would that include infrastructure repair, too? Yeah, it would. Okay, so all sorts of things that you could do, you can you can help building costs, rebuilding cost. The one thing is, you know when to stop when that bible that’s probably the time with charitable. Okay, right. We don’t need to be buying partnership shares in the private in the privately held company. Okay, we’re buying in. We’re going to go. We’re going to become general managers of the llc. Alright. That’s beyond the pale. Okay, hyre now, there was something pretty high profile talk about individuals. I know you. I think you know, i don’t know much about sports but this there’s a guy named j j watts and he plays one of the sports balls. Hey, does something in in sports hey raised thirty seven million dollars for orm. Or maybe you think it’s still being counted for harvey relief in houston through his foundation. But there’s a lesson there that you want to talk about? Yes. What is? Football player with a very, very popular what? I called him what’s i’m sorry. Does your watts restaurant? I don’t even know whatever he plays baseball with j j watt. Pardon me, mister. What? Okay. Pit so and very compelling figure. And he made an appeal after hurricane harvey to collect money raised money for relief in houston. And, you know, at first, you know, his ambitions were very small. I think it was even less than a million dollars that he was hoping to collect to give back, and he has a foundation. So a fiver onesie three foundation that he runs, and they i think they’re really focused in on sports programs for children. But he heard about that, you know? Well, didn’t hear hear, just hear about it, but he, you know, he was in houston, so he was just well aware of the hurricane in the immense damage that it has done, so he wanted to make a difference. So he went on to a crowd funding site called you caring. Uh, and he wanted to raise money. So my wilson here is he did, you know, top thirty seven million dollars, and i think he stopped the campaign right now, but this is a foundation that was very small, it and i applied his efforts and believe me, you know, he probably raised by that otherwise might not have been raised. So for that that’s fantastic. On the other hand, i don’t know that his foundation really had the infrastructure and was prepared to do relief work in all of the sudden they have thirty seven million dollars, they don’t know how much staff they had don’t know how much expertise they had in this area. So there you know, there’s, some criticism, and i think disaster relief. Oh, and charities are likely to face criticism right away because getting aid to the individuals is very difficult to do and having a plan to do it. It is tough, it’s hard just to give to anybody who puts their hand out and although you want to that’s not the responsible way to do it, so they’ve got to come up with a plan if they’ve never done it before it’s going to take more time for the plan. So i think the lesson there is just in terms of figuring out again, as we said. Before, if you’re a foreign charity coming in, if this isn’t the work that you do you want to think about, you know what the best way to make use of that money is? Perhaps, if you, you know, i had been the figurehead for a campaign by the community foundation, or he decided to give, you know, the money he raised to the community foundation that’s actively involved with multiple non-profits on the ground, working with smaller communities in that area that could get the money to the people who needed it the most, or or you know, the the need to address the needs right away might have been more efficient. So i think that’s the one without wanting teo, criticize the foundation itself, and j j watt, you know, participation in doing tremendous work, it would be great to see the money just really effectively and efficiently used and not for building brand new infrastructures in a brand new area of charity that an organization has never done before. And i want to credit eugene with something that you alerted me to in las vegas. The clark county commission chair was raising money, and he was not. Clear where the money was going until you jean takagi i asked about it and then and then he became transparent, so unfortunately have to leave it there. But credit, credit hat’s off to you, jean, for in increasing transparency and fund-raising we’ve talked about it so many, many times. Congratulations for that. Okay, what? I’m not sure packing climb full credit, but i’m glad that that they responded alright. Small victories jean takagi he’s, our legal contributor managing attorney of neo check him out at non-profit law blogged dot com and at g tak thank you for so much, gene. Thanks, tony. My best. Thank you, pat. Clemency and your event pipeline coming up first, wagner, cps there’s so much more than just cps way beyond lots of added value, they do go way beyond the numbers. They’re true to their tagline, major gift, best practices and common mistakes. It’s, one of their archived webinars, covers five best practices and five common stakes equally balanced. See how they do that it’s like a balance it’s like thea it’s, like the assets have to equal liability snusz owners equity it, see how balances five and five but then they add the single most important thing you can do to have a more successful major gift program, so if you’re thinking you’d like to beef up your major e-giving program or benchmark against others, get some outside perspective, perhaps on your fund-raising never hurts to have ah, fresh set of eyes and and ideas lofting over what you’re already doing. No need to sign up. No need to register it’s archived. Watch it right now, it’s the major gifts webinar and it is that wagner cps dot com click resource is than webinars to browse everything, everything else that they have ah quick resource is and then you see the full collection there blawg other webinars and those guides that you’ve heard me talk about world. The templates and sample policies are that’s all under guides, so check out wagner cps dot com resource is and then go to town apolo software you’re non-profit but what kind of accounting software using using software made for business and i never gave this a moments thought never inside my ken i liketo work that word, kenan whenever i can into ah, until conversations it was never within my cannon just like that word. Can um, but when apple is became a sponsor, it seems to make some sense you need accounting software that is made for non-profits that’s what you are and his age of niche software, and help us a knish knish and i’m not comfort with can i like a lot niche it’s a little affected? Try to stay away from that in this age of niche software, you deserve it. So whether using quickbooks or terrible cash or one of microsoft products or sapi whatever super duper whiz bang books, whatever you’re using, those are for business except the well. The super duper whiz bang books is not for business, but if it did, if there was such a thing as a super whiz bang books, super duper was bank books than merely about duper. Then that would be for business. But you’re non-profit so take a look at apple owes accounting it’s accounting software designed for non-profits and to find them you go to non-profit wizard dot com now time for tony’s take two i did a video on something that i learned so far from my mom’s death earlier this month. The importance of end of life planning my family is so good, and i am all of us or so grateful that she died quietly in a hospice very soothing pastoral place. I’ll shout it out, vilma re claire in saddle brook, new jersey, where they do comfort care and they understand managing management of pain. It’s on twenty five acres and there’s trees and the rooms are beautiful and not sterile like a hospital, which is not to put down hospitals but totally different missions on dh no alarms, chai ming and beeping and people scurrying in the hallway. Not like that at all. So ah, hospice hospice planning. I’m encouraging you to give thought to your own or your family members end of life planning it’s just it’s it’s got new importance for me, and i could see the value of it for my mom, for our family to mean hospices for the support of the family, just a cz much as the patient, so end of life planning. Take a look at the video it’s at tony martignetti dot com i’m sure there’s a lot more than i have to learn about my mom’s death that this is what i’ve got so far that was tony take two let’s, take a look at the live listener love where’s it going out is going out to ann arbor, michigan, woodbridge, new jersey and woodbridge. I gotta compliment you, woodbridge. You’ve been very loyal. Uras loyal is seoul, south korea, so woodbridge special listener love live listen, i’m about to you. Tampa, florida, staten island, new york, delmar, new york. Oakland, california. Los angeles, california, california. Of course our thoughts while los angeles in the south, but oakland near the devastation, as gene and i were talking about live love to all those locations and live listeners. Let’s, go abroad to germany, we can’t see your city, but gooden dog nonetheless federal, argentina, hanoi, vietnam vietnam has been occasional, but not too much glad you’re with us. Hanoi thank you, live love to you, seoul, south korea, on your haserot comes a ham nida and san pedro, san pedro, costa rica i might know some people in some pedro i know some people in costa rica. I wonder if that could be sheri and ah, shari and gary. Live love to san pedro, costa rica affiliate affections. I feel like going out of sequence. So what? You gonna beat me up for it so grateful. Lots of affections to our affiliate am and fm listeners. I’m so glad you’re with us and the podcast pleasantries to the over twelve thousand so glad that you are with us the bulk of our listening audience. Thank you, podcast listeners pleasantries to you. Here is pet clemency with your event pipeline welcome to tony martignetti non-profit radio coverage of fund-raising day two thousand fourteen we are in times square, new york city at the marriott marquis hotel. With me now is pat clemency. Her seminar topic is the event pipeline turning event guests into major donors. Pat is president and ceo of make a wish metro new york and western new york kayman c welcome to the show. Thanks, tony. Pleasure to have you you have a pretty desperate territory new york city and western new york it’s an interesting territory, but i think it really is empowering in the sense you get a chance to say all sorts of markets in which you can raise money and it’s really the opportunity to understand how donors react in their markets. And and you know what? The universe was they? Won’t want to make a difference and how far west does western new york go in your we cover the major cities of buffalo and rochester seventeen counties it’s just go over to buffalo. It does. Okay, so we don’t have the middle of the state, but we have a new york city in nassau county and then seventeen states counties upstate. What do you see that non-profits are not quite getting right around events and transitioning donors from events. Well, i think, you know, we all start with special events. I mean, there’s, no question about it, i think it is the recognition that there is a discipline that can make those events were quarter and smarter and are part of a major gifts strategy if we see it as an event that we efficiently come into and go out of without seeing its capacity to build a pipeline of donors for other kinds of fund-raising particularly major gifts, i don’t think we make it a lot of candy, so today we really talk to have great dialogue around the issue about some of the things that we can do to make a special event three distinct parts it matters deeply what we do before going into the event, we’ll talk a lot about planet, but planning in a different way, that really makes us understand who is coming, who are the prospects the day of the event? How do we really connect the donor’s? Not just with the event, but with the mission and how they can make a specific difference and how we then engaged him in the journey, not with the event, but with the organization over time. It’s really the third ingredient in and so it really is very helpful to think about it as more than simply even itself. I’m gonna ask you to talk even closer to the mike because we have now we have the background noise because lunch lunch is over, so stay nice and close. We don’t pick up too much outside background noise. Well, let’s start with the natural place of planning. What? What should be redoing as we’re planning the event to be planning transitioning hyre attendees to teo to our donor ranked i think wolber too often we start berkeley just a rather than the strategy. What are we trying to do? And who are we trying? To attract and we also need to cast a wider net if you think of the donor pyramid. I mean, we’re looking at our past event guests and hoping people who will be new to the event will also come, but we’re not looking for the clues that people give us. And so we found there was great opportunity looking at direct male donors give one hundred dollars more, and when we did some wealth screening, we found out they gave us one hundred dollars, not because that was their capacity, but we had a box and they checked it and they gave us one hundred dollars, but we understood it. When we looked at it, they had so much more capacity, but we never got around to asking them. So looking a little bit more broadly and thinking about the strategy of engagement, we basically said, if you look at an event just as a single time, we’re going to invite him again next year. But if we look at the event and over late, a lot of the major gift strategies we have the ability to change the whole dynamic, your royalty won’t be that the event it could be that the institution and would be a longer term engagement if we get that right in the planning stage. That’s what we want, right? We don’t want just coming up year after year, and does this include people who come? They may only come one time because there connected with the honoree or just a friend of the organization brought them way convert those kinds of people. Well, you know, it’s very interesting we learn a lot from our buffalo rochester offices because they have a very different evergreen strategy. Honorees are looked at differently than we look at them in new york city, and they are on it for body of work. So as a result, most of their strategy is thinking about how do you get the same donors to renew at higher levels each and every year? So now we’re beginning to implement that, saying, regardless of the honoree, how do we get more of our sponsors to renew? And then for those one time donors who come because of a gala honoring, we need to do some more screening and think about who else in our boards within the make-a-wish family knows them, so that the relationship can transition to the organization, not simply around the honoree. What else can we learn from rochester and buffalo? Well, you know what i think it is? The universal is people want to make a difference, and we just have to make sure that we’re not leading with what we need. But we understand that the first conversation is the donor’s needs, and the donor wants to be able to make a difference how our job is to take them on the journey by showing them how treating them like an investor. And that is a really key difference. Very often we ask for what we need, and we never think from the donor perspective, what about the organization will really resonate with them for the long haul? Do you really feel that upstate or western new york is better than downstate new york at this? No, no, i mean, they they’re scale is very different than ours. I mean, it’s, a smaller scale. But we i think the best thing about fund-raising is if we are open to understand the best practices exist everywhere they learnt from us. We learn from them and i think it’s. Fine, but i think the interesting thing is in every market, if you begin to institute this practice of looking at a bent donors not just as jonas sporting event on an annual basis but really, truly look at it as a pipeline wei have seen donors seventeen hundred dollars to ten million dollars or from our five thousand dollars to five hundred thousand dollars. It isn’t a journey overnight, but the fact of the matter is some of our very largest major gift owners. Their entry point was at an event it was how we dealt with that that made all the difference as to whether or not that became a continued transaction. We sell a ticket, you come to our event or if it really became a transformational relationship with the mission of the organization, are there other specific things that we should be doing in our planning? Aside from the concept of the lifetime donor, the longer term relationship? Are there things specific to a no to the invitations? Who invites them? How they’re invited before the event? What else should we be doing specifically? Well, we began talking about if we were to really make this part of our major gifts strategy, what are the shifts that we need to make? And when you think about it, our invitation is to an event we needed teo even change the messaging we’re not just inviting you to invent. We’re inviting you to share and join in this extraordinary mission and that’s very subtle, but it’s a very big difference. And so we even change the fact that when you come to a gala is a perfect example. Think about how we spend the first hour at cocktails just kind of wandering around. Instead, registration is outside, so the minute you enter the doors, you are coming in and part of a community of like minded people who believe that this is some of the most important work we can do for kids. And you are meeting wish families and volunteers on board members course searching you out as a guest that evening, in that first hour becomes a really important message about we welcome your involvement in this remarkable work. How do we convey that message in our cocktail hour? Well, it’s really about storytelling and changing? Who tells the story? So if you think about it very often at a gallop, whether it is during the cocktail hour, it’s during the main speeches of the night, putting up the ceo, they’re putting up the board chair. We’re talking about the past. We’re actually talking about statistics and how much money we raised in our case, somebody wishes granted when we change the dynamic of who the storyteller wrists really should be the people who experienced the mission first hand and as we tell the story through their eyes, it says to a donor here’s exactly what your donation would do here’s exactly how it makes a difference in that moment for a lifetime that’s a very different relationship from the beginning of the point where that donor enters the gala, if we’re going to focus on storytelling at our events and it might be a very big one memory big gala or might just be a smaller could be anything smaller, gathering, maybe even a meeting. Absolutely we need thio sounds like have a very consistent message that the leadership is conveying that trickles down to all the employees and then also the board is conveying right when we need to have consistency and messaging well. You don’t have consistency in a couple of things. I think you have to have consistency and messaging for sure, but you also have to build a culture where the board and the staff are engaged in thinking about who’s there, you know, there’s, not a throwaway seat in any event, and when you think that it matters most, there is a greater level of engaging on the part of the board in the staff pretty work that gets done who’s at those tables who should we know how we welcome them? What would be important to them? And it allows boards to be successful? You know, something tells me you’re from boardmember i’ve given you every contact i have there’s, nobody else i can approach hold this empowers boards to reach out to other people that the organization knows and be champions at night for the cost. So there are signs that we’re assigning people, too, to meet specific people during the evening during the event absolutely and beyond that, you’re the eyes and ears. Every single person has a role, kind of just surveying the room and learning what what they’re hearing that night and reporting it back. So, justus, we schedule an event on a day before that event takes place. We also have the debrief date by which boardmember volunteer staff get together. What did you hear? What did we learn? In very often? One piece of information about somebody was in the room is magnified. Then buy another piece of information and out of that then becomes thought. Okay, the event is over, but it’s only really big beginning in terms of engaging that donor long term now in the life of the organization and so part of the debrief is what’s next. What are some of the opportunities? And you’re right, we have to be on the same page. If someone were to say to us post event, i’d love to be involved how you have to be able to convey what the options are many and there’s not going to be one that works for everybody. But everybody needs to know here some of the ways that you could be involved in an ongoing basis. So we’ve transitioned from beginning the planning stage two day off now, or we’re at our event. What else? A little bit there. Sorry, that was allowed. What? Else should we be thinking about oh are executed the day of to create this transition? Well, i think the other thing that you could do very, very well is start with the strategy what’s the message that you’re trying to convey that should be the threat of connection to everything that’s being done that night and for us was really talking about the ripple effect of wishes in the ripple effect of wishes is a moment in time, yes, but it also has a lifelong impact. So one of our speakers was a thirty five year old executive with a wall street firm. He was a wish child seventeen years ago, and so the impact or him wass it had a ripple effect through his life. The life of his brother, who they really had a hard time when he was diagnosed with cancer. As the family would tell you, everybody’s diagnosed cancer, you know, said everybody has cancer feels like and so the threat of connection of his wish was in that mama with his brother. But it was also over his life he became a wish raining volunteer helping others but imagine his role now explaining to people in his way that this investment that you will make tonight in support of this event, hasn’t it has an impact come on the future generation of kids who are just like me, that’s a that’s amazing way to tell the story. So the first part is what we’re trying to do. We’re trying to show the ripple effect over time, cross families in communities, and so all of those voices were part of the program that once that strategy is that you can always worry about the logistics next, but you’ve got to get that piece of it and too often in event planning for the night of we think about the logistics, but we haven’t really thought about the strategy and that that’s, what we lead with and that story telling is is just a one part of it. Next is if you’ve told the story, then you’ve gotta provide a tangible way for people to make a difference, and so we don’t. We do a lot of fund-raising at night, but its not around an auction for things. We had one great item this year, and the rest is all about an auction to allow people. To sponsor wishes and that’s the meaning of it. You go from the programme which told the story from the perspective of families who have experienced it and then give people the opportunity to share in joining the mission by sponsoring future wish it was incredible to watch the little store ones, and some don’t respond to the wish. A season for wishes any or twenty five thousand dollars donation in the room, about an individual wish, right down to a thousand dollars and watching the room right up every time somebody was part of the community that was making a difference was really an extraordinary thing. It allowed people to know that this was a really special thing, that in this time in place, we’re all making a difference. We got to take a break, tell us credit card and payment processing. How about a passive residual revenue stream that pays you each month? You can check out, tell us payment processing, because that’s, what this is going to mean for you as one of their partner non-profits, you will get fifty percent of every dollar telling skits, half of what they earn from the businesses that you refer. Goes to you and they have this incredible offer that is only for non-profit radio listeners you refer business, they’re going to look at tell us, is going to look over their processing fees and determine whether they can save the business money if they can. Then of course, that business hopefully we’ll sign up with tell us, because that’ll mean a revenue stream for you. But of course, you know that’s up to the business. If tellers can’t save them money, you get two hundred fifty dollars, tell us cannot help them by saving them fees they’re going to tell us is going to give you two hundred fifty dollars. So who is this apply to think about businesses that you’re boardmember zone local merchants that maybe the local dry cleaner or maybe a car dealership or it could be a target store? Whoever it is, local merchants supporting your work? Um, restaurants, dealerships, maybe i mentioned car dealerships of storefronts any kind? Independent artists, your family members, anybody that takes credit card payments. If tell us can’t save them money, you’ll get two hundred fifty dollars, and again, if they sign up with tell us, you get half the revenue each month that’s the continuing residual revenue stream. Check out tony dot, m a slash tony tell us that’s the only place where you going to find this two hundred fifty dollars offer now, let’s, go back to pat clemency. I’m going to ask a little just sort of a digression just about the logistics of that that auction for wishes. Did you have people predetermined that would that would be bidding on on any of the any of those auctions and those wish auctions way we thought about was, how could we make it? And i don’t mean to suggest the whole thing’s really know. Not only did you have one or two people who you knew would get the ball rolling, they were all legitimate that’s we wouldn’t do that, but but there’s a couple things that we were able to do before tony. So three board members came forward and said for new donors who never made a donation before to make a wish, the ability to come and make a difference for a child that’s a pretty important thing. But how much more would they feel the impact of that initial donation if we came up with a challenge match, so three of our board members got together and one hundred and seventy five thousand dollars was put up in advance. They pledge this and they would match donations of two hundred seventy five thousand, so that was a huge thing. We also knew from a couple of donors at the wish auction for somebody who couldn’t be at the gala, they were out of town was still a way to participate, so for people who weren’t there and want to participate that’s part of our culture now you always have this opportunity give even if you can’t be there. So we knew a handful of dahna they do it’s what you do for the ones who couldn’t be there, so they have already pledged it, and they made that commitment right before, and so we let people know that we were able to do that. Those two things are done in advance. We know that if if people know that the donation they make is going to be doubled there’s a likelihood that they’re going to give a little bit more on dh, then the other one to find a way to let donors who just can’t not be there that night. How else could we participate when it’s about wishes anybody can participate? And i think that helped a cz well, so that’s kind of the two things we know going into the night come and way announced to the audience and then the third part of our trilogy stories after the event, what do we need to be now? Follow-up should be planned during planning, right way we should be thinking about what our follow-up is gonna be while we’re doing the advance planning it is, but we’re hearing a lot that night, and you’re understanding what the individual journey might be for donorsearch we can talk about own overall strategy were also listening to the donors needs as well, and that we hear that that night so that’s that’s an important thing. But, you know, i i think there’s a couple of great examples, our ten million dollars donor started out as a seventeen hundred dollars, went on. He bought tickets to a mets game where they were doing a benefit for make a wish and to see the journey after some of the events, it was where he got to the traditional stage was when he was able to make a difference for the individual wish kids. So he began to grant wishes and then began to think, well, if i could grant a wish, i wonder if i could do more. Then he began to grant a wish a month for five years. Sixty kids, when you think about that and that his attitude wass but i could inspire others by this, and i have to lead by example. So in his office building, he took down some of his paintings and put up something that we have designed, which was simply a tree, acknowledging those wishes that have been granted so simple. First name of a child and a wish. And when you came up into his lobby, you immediately saw that this was somebody who was champion the cost. So he then, as he got closer after after having been an event donor now he’s making a difference for children. And so when it became time to start thinking about the next generation wish children, you know, in two thousand thirteen, we were thirty years old and we had grand on ten thousand wish and we had a big bowl dream for the future. We want to grant the next ten thousand wishes because we understood now importance and impact. I want to grant those ten thousand wishes in a decade. Well, how do you sell somebody on a big, bold dream? Will you go to your best investors in the cause? And he said, well, i like to give you a down payment on the future. And that became the largest individual gift in the history of make-a-wish worldwide from an individual. And think about that for the for the future of this organization. You know, here was somebody who went from seventeen hundred dollars, two. Ten million. But it was never about ten million dollars for hemos about the ability to change ten thousand lives. So you think we moved from transaction? You know, i give you tickets to this event because you gave me a donation moved to the transitional stage where we could say thank you for making a difference for that child to the transformational stage would thank you for making a difference for the future of the mission that’s where the journey goes if we take our special event and understand that each of those stages the preplanning the night of and what happens after are all distinct but equally important segments that can help that donor journey. Okay, we still have a couple of minutes left. Anything you want, teo. Hopefully you do have something you want to share that we haven’t said yet. Well, i think, you know, one of the things that i was really struck by wei had our gala on june twelfth this year, and there was a couple who had come forward and they were security. They secure the honore, and they were great in helping support the fund-raising around ten. And as they thought about sending a letter out two people to solicit funds from business colleagues and family and friends, i learn a lot when you see the letters say, right? And this one just simply said we got involved with make a wish because we learned about Micah 6 year old who want to be a ballerina. We stayed involved because over the years, we’ve seen hundreds and thousands of kids whose lives have been forever changed, and what i realized was here was a couple who came to an event. Was a cultivation event just to learn about make-a-wish and they heard that story and that stayed with them, and now we have an event for which they were such an incredible catalyst as a couple raised one point, six million dollars the fund-raising they did was extraordinary, they’ve been doubted wishing for security, and yet they never lost sight of the fact that it was at an event that was learning about that one child that touch them and made them want to do more. I don’t think i really understood that power of their motivation until that moment, but what i did but, you know, that’s, the discipline that we need to put in place, that’s the story telling you a story telling all the way in which we don’t look at this as a transaction it’s so much more an event can be so much more and could be such a powerful part about how we welcome donors into the extraordinary missions that we all support gonna leave it there. Ok, tony, thank you. My pleasure, pat clemency. She is president and ceo of make a wish metro new york and western new york and thank you. For bringing lessons from rochester and buffalo. Thank you, my pleasure or listening to tony martignetti non-profit radio coverage of fund-raising day two thousand fourteen. Thank you so much for being with us next week. I may do sexual harassment in non-profits may check that out. Spend some time with that. If you missed any part of today’s show, i’d be seat. You find it on tony martignetti dot com were sponsored by pursuant online tools for small and midsize non-profits data driven and technology enabled pursuant dot com wagener cps guiding you beyond the numbers wagner, sepa is dot com appaloosa counting software designed for non-profits non-profit wizard dot com and tell us credit and debit card processors you’re passive revenue stream tony dahna may slash tony tell us our creative producers claire meyerhoff sam liebowitz is the line producer shows social media is by susan chavez, and our music is by scott stein you with me next week for non-profit radio big non-profit ideas for the other ninety five percent go out and be great. What’s not to love about non-profit radio tony gets the best guests check this out from seth godin this’s, the first revolution since tv nineteen fifty and henry ford nineteen twenty it’s the revolution of our lifetime here’s a smart, simple idea from craigslist founder craig newmark insights orn presentation or anything? People don’t really need the fancy stuff they need something which is simple and fast. When’s the best time to post on facebook facebook’s andrew noise nose at traffic is at an all time hyre on nine a, m or p m so that’s, when you should be posting your most meaningful post here’s aria finger ceo of do something dot or ge young people are not going to be involved in social change if it’s boring and they don’t see the impact of what they’re doing. So you got to make it fun applicable to these young people look so otherwise a fifteen and sixteen year old they have better things to do if they have xbox, they have tv, they have their cell phones. Me dar is the founder of idealist took two or three years for foundation staff to sort of dane toe add an email address their card. It was like it was phone. This email thing is fired-up that’s why should i give it away? Charles best founded donors choose dot or ge somehow they’ve gotten in touch kind of off line as it were and and no two exchanges of brownies and visits and physical gift mark echo is the founder and ceo of eco enterprises. You may be wearing his hoodies and shirts. Tony talked to him. Yeah, you know, i just i i’m a big believer that’s not what you make in life. It zoho, you know, tell you make people feel this is public radio host majora carter. Innovation is in the power of understanding that you don’t just put money on a situation expected to hell. You put money in a situation and invested and expected to grow and savvy advice for success from eric sabiston. What separates those who achieve from those who do not is in direct proportion to one’s ability to ask others for help. The smartest experts and leading thinkers air on tony martignetti non-profit radio big non-profit ideas for the other ninety five percent.

Video Playlists From Nonprofit Radio II

I’ve got new YouTube playlists: Charity Registration & Event Fundraising. The first will help you understand the requirements of being registered in each state where you solicit donations. The Event Fundraising videos will help you raise more money and make your events more successful. I also have playlists on Planned Giving, Social Media and Donor Relations.

Playlists: